PROJECT

1. 1
Principle of marketing
A PROJECT REPORT ON
Liquid life Juice Company
SUBMITED BY
NAILA IFTIKHAR SANA ZAHOOR
HUMAIRA NASEER ATIQA MEHMOOD

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Our mission
“Our mission is to produce and sell products that
enhance quality of life and well-being”
Our vision
“Our vision is to be a premier manufacturer of
raw sugar cane juice to the world’s leading food
marketers”

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Index
S# Contents Pg#
1) About Entrepreneurs of Company 4
2) Report based on theory 5-11
3) Nature of business and statement of financing needs 12
4) Executive Summary 13
5) Result of survey 14
6) Target market 15
7) Competition overview 16
8) SWOT analysis 17
9) Product review 18
10) Marketing Plan 19-20
11) Web marketing and manufacturing process 21-22
12) 5 years financial plan 23
13) Sales forecast 24
14) Revenue forecast 25
15) Expense forecast 26
16) Profit margin 27
17) Break even analysis 28
18) cConclusion 29 -30

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About Entrepreneurs of Company
Name and Address of entrepreneurs:
1. Naila iftikhar
2. Sana zahoor
3. Humaira naseer
4. Attiqa mehmood

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Report based on Maslow’s hierarchy of need’s
theory:-
Maslow’s hierarchy of needs:-
“Sugarcane juice in tetra pack”business idea is based
on Maslow’s hierarchy of needs model.this report is based on
“PHYSIOLOGICAL NEEDS” These include the most basic needs that
are vital to survival, such as the need for water, air, food, and sleep.
Maslow believed that these needs are the most basic and instinctive
needs in the hierarchy because all needs become secondary until these
physiological needs are met.
Most of these lower level needs are probably fairly apparent. We need
food and water to survive.

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Product covering delight needs
Our product fulfills delight needs of our customers. By drinking liquid
life’s sugar cane juice they experienced as they are drinking fresh cane
juice. Now what is delight needs in marketing means? That is the needs
when a person gets more than what he/she want and that make them
happy is called delight needs.
QUALITY, SERVICE, PRICE MODEL (QSP)
QUALITY (high)
VALUE= SERVICE (high)
C .SATISFACTIONS ( high)
PRICE(low)

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Major societal forces:-
Company orientation:-
We will follow “PRODUCT CONCEPT” and “MARKETING
CONCEPT”

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HOLISTIC MARKETING
CONCEPT
We will follow holistic marketing concept every department will be kept
in consideration.
Value chain
Business will be followed on footsteps of researchers ideas,their
experiences and on their theories. We strictly follow the value chain that
was proposed by “MICHEL PORTER” as a tool for identifying ways
to create more customer value and build long term relationships with
them and not considering customer as only
“AN EXPLOITABLE INCOME RESOURCE”
Rather than should be considered as
“A LONG TERM FIXED ASSET”

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BASED ON CORE COMPETENCY:-
PORTER’S GENERIC STRATEGY
We will provide best
quality of product in affordable price.

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CULTURAL ANALYSIS
Sugar cane is cash crop of Pakistan traditionally sugar cane juice is in
demand but as it is being sold on road and street corners and also not
hygienic so we plan to provide this drink in proper tetra pack packaging
and we provide HYGENIC and AFFORDABLE drink.

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ANSOFF’S PRODUCT MARKET
EXPANSION GRID
We follow “MARKET PANETRATION” and “MARKET
DEVELOPMENT STRATEGY”in near future.
_____________________________

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Nature of Business
“Sugarcane juice in tetra pack”is a business idea
that deals product. Our product is sugarcane juice in tetra packs or pet
bottles. Sugarcane juice is widely used in summer season because of its
taste and low costs. Now in many countries it’s produced on chemical
basis and there sales are quite high especially in Middle East countries.
This juice is widely used in hot weather conditions.
Statement of Financing Needs
The total project investment is Rs. 50, 00,000.
Land on Rent
We will take 400 yards land on rent for 3 years of agreement and
agreement will be renewed. Land advanced is Rs 400000 and monthly
Rs 30000. Construction cost is Rs 500000approximately
Equipment.
We would require a sugar cane juice extracting machine.

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Executive Summary:
“Sugarcane Juice is a Marketing idea that we are coming up with. Fresh
sugarcane juice obtained from mature cane is sweet and tasty. It is not
only a thirst quenching drink but also nutritious due to the presence of
several minerals like phosphorus, calcium, magnesium, vitamins, amino
acids etc., and has medicinal properties also particularly for the cure of
jaundice. Cane juice mixed with the extracts of lemon, mint etc., adds to
the taste, helps in better digestion and improved bowel movement .Our
product is sugarcane juice in tetra pack packaging. Sugarcane juice is
widely used in summer season because it is good in taste and low in
cost. But problem with this is that it can’t be preserved for long time. In
Pakistan no company has launched sugar cane juice till now in tetra
pack. The methodology used in Pakistan is quite old and so many people
don’t go for this sector because the risk of the low shelf life. So we have
decided to launch a sugar cane juice & we would be using sodium
benzoate as a preservative which would increase the shelf life of our
product without harming its color and taste. Because sugar cane juice is
naturally sweet, so it can be sold with a little additional processing too.
Fresh sugar cane juice has no preservatives, however its tendency to turn
black from oxidation soon after pressing is very high, so to secure from
oxidation we should pack in tetra pack packaging. The sugar cane juice
has several health benefits and medicinal properties most of which
remains unknown to the masses. It has direct effect on digestive system
and it contains nutrients which are healthful for life. It strengthens the
stomach, kidneys, heart, eyes, and brain and sex organs. The juice
sucked from the sugarcane can prove highly valuable in case of weak
teeth due to lack of proper exercise resulting from excessive use of soft

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foods. It gives a form of exercise to the teeth and makes them strong. It
also keeps the teeth clean and increases their life.”
Our immediate geographic market will be RAWALPINDI AND
ISLAMABAD (with4.5 million inhabitants, 1,875,000 million in
Islamabad and three million in Rawalpindicity)
http://citypulse.com.pk/pakistangis/tag/rawal
We have conducted survey for this productwithin Rawalpindi and Islamabad
 On the basis of this result we have targeted and segmented our market. we
made sample survey with the help of researcher questioners from following
web sites.http://ultralightstartups.com/wp-
content/uploads/2012/04/How_to_Prepare_a_Market_Analysis.pdf
 http://projectsinmba.blogspot.com.tr/2011/08/marketing-research-project-on-nestle.html
Resultof survey:
Sample Survey form
Name________ Gender __ male __ Female
Age __________ occupation________
City____________
________________________________________________________
Launching product
“SUGAR CANE JUICE IN TETRA PACK”
DO YOU LIKE SUGAR CANE JUICE? A) YES B) NO
________________________________
RESULT: 85% YES AND 15% NO

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DO YOU HEARD ANY BRAND SELLING
SUGAR CANE JUICE IN PAKISTAN? A) YES B) NO
RESULT:98%NO AND 2%YES
WHAT’S YOUR CHOICE
IF IT IS AVAILABLE IN A) WITH BLACK SALT
FLAVOURED B) WITH MINT AND LEMON
RESULT: 60%(A) AND 40% (B)
SUGGEST PRICEPER TETRA PACK? A)RS 30/- B) RS 50/-
RESULT:90% (A) AND 10% (B)
WOULD YOU BUY THIS PRODUCT A) YES B) NO
RESULT: 98% YES AND 2% NO
TARGET MARKET
Primary Market
 Kids – Fond of Fruit Juice (fond of mango, strawberry, raw cane)
 Teens – More experimental
 Youth – Experimental and more buying power
 Working People
 Housewives
 Elderly people
Secondary Market
 Travel Industry
 Airlines
 Railways and Local Transport Systems
 Recreational

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 Movie Theatres, Malls, Amusement Parks.
 School, Colleges
 Hotels, Restaurants, Bars etc.
Competition Overview:
Indirect Competitors
The indirect competitors of our Product are:
 Nestle ( chounsa , guava, grapes nectar)
 Coca cola (pulpy orange)
 Shezan (Mango, Punch, Orange, Apple.)
“But we are not competing our product with them because they are the
competitors of the Juice market and they are only providing the different
flavor juices but not the sugarcane juice”
Indirect Competitive analysis:
As the Sugarcane juice is the symbol of the refreshment and nutrition
and it is also a substitute for the other soft drinks. So we have compared
it with other soft drinks. So in the soft drink market we have the
competitors like
 Coca cola
 Pepsi

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 Other instant drinks
SWOT ANALYSIS
STRENGTHS:
 INCREASED HEALTH CONSCIOUSNESS
 FIRST MOVERS’ ADVANTAGE
 PRODUCT INNOVATION:
 NUTRITIOUS DRINK WITH SEVERAL HEALTH BENEFITS
WEAKNESSES:
 LACK OF BRAND AWARENESS
 LIMITED SHELF LIFE
OPPORTUNITIES:
 LOCALLY AVAILABLE RAW MATERIAL
 CHANGING SOCIAL TRENDS
 CAN BE MIXED WITH SEVERAL OTHER FLAVORS TOO
THREATS:
 POLITICAL SITUATION (GOVERNMENTAL UNCERTAINTY)
 LACK OF RESOURCES (SHORTAGE OF ENERGY)

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Product Review:
Company Name:
Liquid life Juice Company
OUR SLOGAN:
“DRINK FRESH STAY FRESH”
Product Name:
Sugarcane juice in tetra pack packaging
Introduction:
Our product is sugarcane juice in tetra pack packaging. Sugarcane juice
is widely used in summer season because it is good in taste and low in
cost. In Pakistan no company has launched sugar cane juice till now in
tetra pack. So we have decided to launch a sugar cane juice.

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Marketing Plan:
1. Product strategy:
 Core benefit
Core benefit means the services and benefits the customer is really
buying. The customer fulfills its need of thrust and refreshment by
buying our product
 Basic product
It’s mean what specifically the actual product is. Our actual product is
juice
 Augmented product
Products that include deign, features and packaging that go beyond
consumer expectations and differentiate the product from competitors.
The juice taste and flavour is according to the customer expectations
because we provide 100% pure juice. They will have no compromise
with quality Following things include in the sale of product,
 Design
The design of sugarcane juice that it will be in attractive and stylish tetra
pack in following size:
•250ml

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 Features
The features of the product are,
 •Use full for healthy life
 •Good in taste
 •Help to digest food
Packaging
The product will be in tetra packaging which will be attractive and eye
catching.
2. Pricing strategy:
The price of the product can also influence the buying behavior of the
consumers because In Rawalpindi and Islamabad there is different level
of classes based on the income difference so price is the one of the
important factor, some of the consumer can afford the price and others
Can’t, so must set the price of the product that is afforded by all the
social classes of the region. So we use penetration pricing strategy.
Price Structure
(Consumer price)
250ml- Rs.30
3. Channel of Distribution:
Our product will be sold at all small and big stores in Rawalpindi/
Islamabad
s

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Web Marketing
Facebook
1. Creating a community on Facebook
2. Creating a Fan page on Facebook
3. This will enable the brand to keep its TA engaged and updated on the
introduction of new flavors and events
Twitter
1. Creating an active accounton a micro-blogging site such as twitter,
where regular tweets on productand event updates will ensure
interactivity
2. Followers will be encouraged to tweet their suggestions on new
flavors.

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Manufacturing Process:
The process through which the sugar cane stalk would go through is as follows:
 Peeling.
 Crushing.
 Filtration.
 Pasteurization.
 Packaging.
1-PEELING:
In this process the hard skin of the stalk that is not required for the juice is removed
with the help of a machine.
2-CRUSHING:

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In this step the stalk are cut in to small pieces and crushed to produce juice from
them.
3-FILTERAING:
After the juice is produced filtering of the juice is done to remove the un-needed
particles that may have left behind in the juice from crushing.
4-PASTEUTIZATION:
In this step the juice is kept under a certain temperature to further remove the
impurities from it. This step doesn’t harm the taste, colour and freshness of the
juice.
5-PACKAGING:
The final step is packaging of the juice in a tetra pack, which is again done with the
help of a machine. The tetra pack has the name of the juice.
List of Raw Material:
Sugar cane
Water

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5 years Financial Plan:
Income Statement
Description 2016 2017 2018 2019 2020
total
Revenue
(20000*22)+
(8000*38)+
(10000*68)=
1424000
(310000*22)+
(150000*38)+
(200000*68)=
26120000
(460000*22)+
(250000*38)+
(310000*68)=
4070000
(750000*22)+
(500000*38)+
(600000*68)=
7630000
(850000*22)+
(650000*38)+
(750000*68)=
94400000
Variable
Cost ( Raw-
materials,
marketing,
advertising,
Promotion)
(20000*16)+
(80000*30)+
(10000*56)=
112000
(310000*16)+
(150000*30)+
(200000*56)=
20660000
(460000*16)+
(250000*30)+
(310000*56)=
3222000
(750000*16)+
(500000*30)+
(600000*56)=
60600000
(850000*16)+
(650000*30)+
(750000*56)=
75100000
FixedCost (
Land,
Factory,
Office,
Storage)
2000000 2000000 200000 2000000 2000000
Total Cost 162000 2566000 3722000 65600000 80100000
Profit
Margin
-196000 46000 348000 10700000 14300000

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Sales Forecast:
Fig: Sales Forecast
The first three months of first year will be used to set up the processing
and manufacturing plant for the production of cane juice. There will not
be sales activity until the processing plant has established. From month
four there will be a steady increase in sales
__________________________________________________________
0
500000
1000000
1500000
2000000
2500000
total Sale
total Sale

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Fig: Revenue Forecast
Revenue Forecast:
As in the third month our product sales started and its will be increasing
day by day our revenue also will be increased potentially. This growing
revenue is shown in the above graph
0
10000000
20000000
30000000
40000000
50000000
60000000
70000000
80000000
90000000
100000000
2013 2014 2015 2016 2017
total revenue
total revenue

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Expense Forecast:
Marketing expenses are budgeted to analysis the year-wise expense. The
projected expenses for five years are shown by the following graph.
___________________________________________________________________
0
10000000
20000000
30000000
40000000
50000000
60000000
70000000
80000000
90000000
2016 2017 2018 2019 2020
Fixed Cost
Variable Cost

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Profit Margin:
The progresses are measured by analyzing the yearly profit. These are
shown by the following graph.
_________________________________________________________
-2000000
0
2000000
4000000
6000000
8000000
10000000
12000000
14000000
16000000
2016 2017 2018 2019 2020
Profit Margin
2016
2017
2018
2019
2020

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Break even Analysis:
The Break-even Analysis indicates 25890000tk will be needed in yearly
revenue to reach the breakeven point.
-20000000
0
20000000
40000000
60000000
80000000
100000000
2016 2017 2018 2019 2020
Fixed Cost
Profit
Total Expense
Total Revenue

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CONCLUSION
We promise the quality of its product, which we will also deliver
through this product. We have first mover advantage because no other
company is offering similar product in the market. We have to aware our
customer about the product and have to tell them the benefit of using our
hygienic product that comes in tetra pack. Though the initial cost would
be high because we have to set machinery buy land and have to invest a
lot in the advertising of product, but once you create the positive image
in the mind of your customers they will automatically demand the
product. May Allah help us.
__________________________________________________________

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