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.
Our main issue is about the perception of people about the sugarcane juice building brand is very difficult due to perception because they will think that it is easily available in fresh form then why we buy it in tetra pack.
6. About Sugarcane Juice
• Sugarcane juice is the juice extracted from
pressed sugarcane. It is consumed as a
beverage worldwide, and especially in regions
where sugarcane is commercially grown such
as Southeast Asia, South Asia, and Latin
America.
7. Situation Analysis
Customers:
• In summer people of all ages take soft drinks
and juices to satisfy their thirst. So Sugarcane
juice in tetra pack is highly demanded by
customers because it reduces the thirst and it is
useful for healthy life.
Company:
• We are going to prepare marketing plan of
Sugarcane juice in pack because we are going
to established new business in Bangladesh, we
made a budgeting plan for our business.
8. Situation Analysis
Competitors
Direct Competitors:
• The direct competitors of our Product are:
• Pran
• Shezan
• Danish etc.
Indirect competitors:
• As the Sugarcane juice is the symbol of the refreshment and
nutrition and it is also a substitute for the other soft drinks. So in the
soft drink market we have the competitors like
• Coca cola
• PEPSI
• And other drinks.
9. The annual production of sugarcanes in Bangladesh is
estimated to be about 1 million tons. Due to rapid
growth in organized retail and promotion of Bangladesh
sugarcanes for export, production is expected to grow
at the rate of about 15% per year.
However, it has to be kept in the mind that due to
variations in weather, the production of sugarcanes
fluctuates.
Situation Analysis
10. Market Opportunity and Issues
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.
Our main issue is about the perception of people about the
sugarcane juice building brand is very difficult due to
perception because they will think that it is easily available in
fresh form then why we buy it in tetra pack.
11. Marketing Strategy & Target Markets
Marketing Strategy:
• Brand strategy is at the heart of marketing strategy.
• Our product will be in Husna packaging which will be
attractive.
Target Markets:
• Although our juice is for all ages and for all kinds of
people. But the youth is our main target. we have decided
to market and enter into 7 divisional major cities of
Bangladesh such as ,
– Dhaka,
– Chittagong,
– Khulna,
– Rajshahi,
– Sylhet,
– Barisal and Rangpur
12. The Benefits Of Drinking Sugarcane Juice
1) Sugarcane juice is a great preventive and healing source.
2) ) Sugarcane strengthens the stomach, kidneys, heart, eyes brain and sex
organs.
3) This is one sweet drink even the diabetic can enjoy without fear.
4) Due to its alkaline nature, it helps to fight cancer.
5) It refreshes and energizes the body instantly as it is rich in carbohydrates.
13.
14. Product
Our juice taste and flavor is according to the customer
expectations because we provide100% pure juice. We have no
compromise with quality.
The design of sugarcane juice that it will be in attractive and
stylish pack size……….
•250ml
•500ml
•1000ml
15. Place
• The place of the distribution and availability of the product
also influence the buying behavior.
• So we provided our product to all the all the distributors and
they will provided it to famous retailers of Dhaka, Chittagong
and Rajshahi. Because of this our product will be available at
more shops and our sales will increase.
16. Pricing
• For the pricing strategy, we will follow two pricing strategy,
like:
– Competition Based Pricing
– Market Penetration Pricing
So we use penetration pricing strategy.
• 250ml- 20Tk
• 500ml- 40Tk
• 1000ml- 80Tk
17. Promotion
• Online
• Newspaper Advertisement
• Billboards
• Car and Vehicle Advertisements
• Awareness Messages
• Television & FM
19. Manufacturer
Actually this Sugarcane Juice is not
produced in Bangladesh. We took the
initiative to manufacture it. So we are the
manufacturer here.
20. Wholesaler
• Wholesaler:
We will have six authorized wholesaler, as
the agents in the six divisional cities to where
we will offer our products. These wholesalers
will represent our products with the help of
different retailer and also advertise, store,
distribute and do other promotional activities
as well.
21. Retailers
• Our retailers will actually offer our products to the actual and
potential customers. They will collect the Juice packs from the
wholesaler and market them frequently. In each an every public
places like market, rail and bus station and river ports and air
ports, besides colleges, university campuses and near the
commercial areas. By this way we will reach to the customers.
22. Consumers
• At the final level of the process come the consumers
who will consume Sugarcane Juices. They are the
target customers for our company and reaching them,
should be our main goal in order to market our
products. They will give the final and overall
performance of our product and according to their
demands the company must set their objectives and
strategies
23.
24. Strengths
• First mover Advantage
• Quality Conscious
• Less no of taste
• Everyone can drink this
Sugarcane Juice.
• No side effect of our
product.
25. Weaknesses
• Storage ability
• Loyalty
• Supply may not be proportional to
demand due to many reasons like
political unrest, scarcity of
resource etc.
• Excessive consumption may result
health hazard. As excess of any
consumption and taking will likely
to affect the health
26. Opportunities
• New flavor
• Export
• Support foreign investors
• Health & Environment ministry
approved.
• Bangladesh Standard Testing
Institute (BSTI) certified.
27. Threats
• Government Regulation
• Increase in competition
• Entry barrier
• Some people can make fake sugarcane
Juices, and can sell it to the market
and if people drink that they can a get
a serious type of disease.
28. Review and Control
We will have simple, decision friendly, monthly, quarterly,
and annual reports focusing on
• Revenue and sales
• Expenses
• Customer feedback
• Market log (self and competitive major activities).
