Strategic Marketing Sugarcane Juice

8/10/2019 Strategic Marketing Sugarcane Juice

1/24

Term Paper

On

Marketing Plan of sugarcane Juice


2/24

Course Title: Strategic MarketingCourse Code: MKT-410

Program: BB

Submitted to:Mr!Ashraf Harun

"ecturer# $e%artment of Marketing

Banglades& 'ni(ersit) of Business * Tec&nolog) +B'BT,!

Submitted By:

rou% .ame: /&ado Bo)

.ame 2$ 2ntake

Md!3asedul 2slam 0105101546 51st

Md!saduaman 0105101577 51st

8!M Tari9ul 2slam 00;101110 1t&

Md!3aki


3/24

Letter of Transmittal

$ate:56!15!5015

Mr!Ashraf Harun

"ecturer# $e%artment of Marketing

Banglades& 'ni(ersit) of Business * Tec&nolog) +B'BT,

/uect: /u


4/24

Acknowledgment

ll %raises are due to lmig&t) lla& for gi(ing me t&e strengt& and t&e com%osure t&e

task it&in t&e sc&eduled time to com%lete our Term %a%er it& good and sound &ealt&!

t t&is %oint e ould like to acknoledge some of t&e %eo%le &o &a(e made a ma>orcontri


5/24

TABLE OF CONTENT

!N! u"#ect Page no!

01 Fecuti(e /ummar) $%

05 /ituation anal)sis $&

0; Market E%%ortunit) and 2ssues

$'

04Eecti(es

$'

0= Marketing /trateg) $(

07 Target Markets $(

06 Market Positioning

)$

0 Marketing Mi

)*

0 Break-e(en nal)sis **

10 /AET nal)sis )(

11 3e(ie and Control *+

15 Conclusion *,

=


6/24

E-ecuti.e ummar/

T&is re%ort e%lains t&e marketing %lan for launc&ing a /ugarcane Juice named 8usna/ugar Juice! T&is %roduct &as


7/24

*!) Customers:

2n summer %eo%le of all ages take soft drinks and >uices to 9uenc& t&eir t&irst! /o

/ugarcane >uice in tetra %ack is &ig&l) demanded


8/24

2arket Opportunit/ and 1ssues

Eur %roduct is sugarcane >uice in tetra %ack %ackaging! /ugarcane >uice is idel) used in

summer season uice &as no

%reser(ati(es# &oe(er its tendenc) to turn uice &as se(eral &ealt&


9/24

Brand strateg) is at t&e &eart of marketing strateg)! 2t is t&e act of designing t&e com%an)

offer and image so t&at it occu%ies a distinct and (alued %lace in t&e targetcustomer mind!

/ugarcane >uice is (er) uice in tetra %ack# so e ant to create %ositi(e and long lastingimage in t&e minds of customers t&at e are %ro(iding &)gienic >uice


10/24

Creating a distinct and rele(ant differentiation


11/24

liuice %ro(ides t&e


12/24

take correcti(es actions! 'nder t&e agents# 1=-50 su< agents are t&e gi(en t&e task to

distri


13/24

T&e %lace of t&e distri


14/24

fter gi(ing ad(ertisements in t&e national dailies# e can no gi(e (isual

ad(ertisements on t&e Tele(isions! 2n t&e commercials e can again demonstrate t&e


15/24

o Car and 9e5icle Ad.ertisements:

Peo%le of t&e cities no da)s are 9uite familiar it& t&e Car and Le&icle ad(ertisement!

Ae ill use t&is media to ad(ertise our %roduct! Dor eam%le: e ill make a contact

it& some tai Ca< com%an) and B3TC to %resent some &ig&lig&ted message on t&e


16/24

C5annels of 0istri"ution

To market our %roducts to t&e targeted customers# e ill follo t&e le(el ; of consumer

marketing c&annel! Eur c&annel ill


17/24

ctuall) t&is /ugarcane Juice is not %roduced in Banglades&! Ae took t&e initiati(e to

manufacture it! /o e are t&e manufacturer &ere!

;5olesaler:Ae ill &a(e si aut&oried &olesaler# as t&e agents in t&e si

di(isional cities to &ere e ill offer our %roducts! T&ese &olesalers ill re%resent

our %roducts it& t&e &el% of different retailer and also ad(ertise# store# distri


18/24

Eur retailers ill actuall) offer our %roducts to t&e actual and %otential customers! T&e)

ill collect t&e Juice %acks from t&e &olesaler and market t&em fre9uentl)! 2n eac& an

e(er) %u


19/24

;OT Anal/sis

trengt5:

First mo.er Ad.antage:

Ae &a(e introduced sugarcane >uice in 8usna %ack for t&e first time! /o it is &el%ful forus to &a(e more customer at t&e t&an ot&er ne com%etitors


20/24

;eaknesses:

torage a"ilit/

8usna >uices not store a


21/24

o(ernment su%%ort foreign in(estors to in(est in Banglades&!

8ealt& * Fn(ironment ministr) a%%ro(ed!

Banglades& /tandard Testing 2nstitute +B/T2, certified!

T5reats:

Go.ernment 7egulation

T&e) face %rouices market

Entr/ "arrier

T&ere are no man) entr) uices market

/ome %eo%le can make fake sugarcane Juices# and can sell it to t&e market and if

%eo%le drink t&at t&e) can a get a serious t)%e of disease!

51


22/24

Break=e.en Anal/sis

sale ra(enue 6000

sale ra(enue

(aria


23/24

unit +%er cane tk6=,*%$$

7e.iew and Control

Ae ill &a(e sim%le# decision friendl)# mont&l)# 9uarterl)# and annual re%orts focusing on

3e(enue and sales

F%enses

Customer feedor acti(ities,!

Control is mainl) concerned a


24/24

de%artment t&at is not functioning %ro%erl) or an) sector &ic& is not gi(ing ade9uate

%rofits to t&e com%an)!

Conclusion

To reac& our goal# e &a(e taken lots of %lan &ic& e &a(e mentioned in our Marketing

Plan 3e%ort! Ae ill &a(e a control team to monitor# e(aluate and recognie t&e actual

%erformance! T&roug& t&ese acti(ities if t&e) are %ro%erl) im%lemented# e &o%e e can

ac&ie(e our goals! 2n our Term %a%er e &a(e alread) discussed e(er)t&ing auice! 2f e do all t&ese t&ings t&en t&e launc& of sugarcane >uice in our

countr) ill

Documents

Strategic Marketing Sugarcane Juice