Juice Marketing

2010 Horlborn Consumers Ltd 6/14/2010 MARKETING PLAN OF V6 VEGETABLE juice Champion like a thrive Prepargond for, Mr. Sajeeb Saha Course instructor Department of Agribusiness and grocery storeing Sher-e-Bangla Agricultural University Sher-e-Bangla Nagor, Dhaka-1207 Prepargond BY, 1. Md. Rashedul Haque07-2398 2. Md. Sharifur Rahman07-2326 3. Md. Wahidul Islam08-2776 4. Sayeda Razia Islam Nabila07-2470 5. Mahbubur Rahman08-3077 6. Md. Shahidul Islam08-2766 7. Md. Faisal Kabir Khan08-2778 8. Habiba Begum08-2684 LETTER OF TRANSMITTAL To Mr. Sajeeb Saha proofreader Department of Agribusiness and groceryingSubject Submission of merchandising propose Dear Sir This is our marketing plan of V6 veggie juice which is launched by Horlborn Consumers Ltd. In the metre of preparing this plan we had to administration some problem slightly marketing and sales. simply we try to apply our marketing knowledge as much as we learn. We prepare this marketing plan on the basis of our own knowledg e and likewise on the collected breeding from different sources. If any type of mis take a shit you notify please give notice us. Sincerely yours, Md. Rashedul Haque07-2398 Md. Sharifur Rahman07-2326 Md. Wahidul Islam08-2776 Sayeda Razia Islam Nabila07-2470Mahbubur Rahman08-3077 Md. Shahidul Islam08-2766 Md. Faisal Kabir Khan08-2778 Habiba Begum08-2684 T subject of Content SerialNo. Description Page number 01 Executive Summary 7 02 Company Summary 8 2. 1 Location 8 2. 2 Size and capacity 9 03 point of intersection and Service overview 9 3. 1 Categories of mathematical product 10 3. 2 Raw-materials of product 11-12 3. 5 Nutrition 13 04 strategical plan 13 4. 1 Vision 13 4. 2 Mission 14 4. 3 Goals 14 4. 3. 1 financial Goals 14 4. 3. 2 Non-financial Goals 14 05 Situation abstract 15 5. 1 market Summary 15 5. 1. 1 Market Demographics 15 5. 1. 2 Psychographics 16 5. 1. 3 Market Needs 16 5. 1. 4 Consumer Insight 16 5. 1. 5 Market Trends 17-18 5. 1. 6 Market Growth 18 5. 2 STP Analysis 18 5. 2. 1 Market Segmentation 18 5. 2. 2 Target Market 18 5. 2. 3 Positioning 19 5. 3 SWOT Analysis 19 5. 3. 1 Strength 19 5. 3. 2 weakness 19 5. 3. 3 Opportunities 19 5. 3. 4 Threats 20 5. 4 Competition Analysis 20 5. 4. 1 Competitor Strength 20 5. 4. 2 Competitor Weakness 21 5. 4. Points of Difference 21 5. 5 private-enterprise(a) Advantage 21 5. 6 nominate to Success 21 5. 7 Critical Issue 22 06 strategical Marketing Analysis 22 6. 1 Marketing Objectives 22 6. 2 Strategies 22 6. 3 Marketing mix 23 6. 3. 1 Product strategies 23 6. 3. 2 determine Strategies 23-24 6. 3. 3 dissemination pattern 24 6. 3. 4 advertise & Promotion 25 6. 3. 5 client Service 25 6. 4 Marketing Research 26 07 Financial planning 27 7. 1 Financial Overview 27 7. 2 Sales Forecast 28 7. 3 Revenue Forecast 29 7. Expense Forecast 30 7. 5 Profit adjustment 31 7. 6 mark off-even Analysis 32 08 Controls 33 8. 1 Implementation 33 8. 2 Marketing Organization 34 8. 3 Contingency formulation 34 01 Executive Summary A concrete marketing plan is one of the major tools of a marketer to be productive in his business. As a student of Agricultural Marketing we were assigned to make a marketing plan. For this purpose we selected V6 veg juice as our product and made a marketing plan of this product. Horlborn Consumers Ltd serves both the consumer market, as well as local restaurants.We exit succeed in developing a profitable business done the use of our dickens competitive advantages, quality and flexibility. The local farmers of veggie dismissnot produce enough products to satiate local demand and also other beverage association goatt able to satisfy the consumer done their product. We see this market opportunity and are prepared to seize it. Our mission is to provide the lastest-quality veg Juice. We know to attract and harbor customers. When we adhere to this maxim, anything else testament fall into place. Our services provide exceed the expectations of our customers.We study firstly formed a company then as per requirement we wee-wee given description of the business and current market situation. We have provides these details establish on our own knowledge and collected information from different sources. Then we have discussed approximately our strategic plan, market summary, market trends and market growth. We did SWOT analysis, STP analysis, Competition analysis and also our competitive advantage. We also provide marketing dodge, pricing strategy, and also dispersal channel. We mentioned our local and advertising and promotional activities.Then we included our financial plan and also our implementation plan. 02 Company Summaries * court- baseball clubed Name Harlborn Consumers Ltd. * Trade name Harlborn Consumers Ltd. * Business Address Factory (Manufacturing Plant) Ishurdi EPZ, Pabna. Head Office Twin Builders Complex, 52/A Motijhil,Road 13/C, Motijhil, Dhaka. * E-mail emailprotected com * Website www. harlborn. v6. com * Phone +88013670487 * facsimile 91-3483-244441. Type of Organization Partnership 2. 1 Location * Plant Location We have to select a better manufacturing whole kit as well as the distribution place.In favoring the environmental factors as considered for the hygienic manufacturing plant as further the Ishurdi EPZ which area is much free from the violence of political disturbance & other hindering factor. * Central office our target distribution place is Dhaka division with other renowned districts of the noteworthy division of Bangladesh. So, our central official view is primed(p) at the twin builders complex at Motijhil. In other districts our own distributor sends our products through low speak to with our great transfer of training facility. 2. 2 Size & capacity Establishing the manufacturing plant the size of capacity is a great factor to run the whole processing plant. Size & capacit y should be effective for proper working. * In total we need 5600 square feet to move freely. * A small portion of that place pull up stakes be used as a controller office. * Warehouse free space to store & preserve the raw materials. * Central office space is about 4000 square feet. 3. 0 Product and Service overview Product and service overview includes categories of product, raw-materials of product and also the nutritional value of the V6 vegetable Juice. . 1 CATEGORIES OF PRODUCT There are six season in Bangladesh. Among them winter is the most vital season for spacious production of green vegetables. We select winter vegetables for our juice production. So our target product is winter vegetable juice. We divided our product into three types on the basis of their weight and size. 1 liter500ml200ml 3. 2 Raw Materials of Product Vegetables are an essential part of any hale diet. Vegetables provide nutrients, such as potassium, magnesium and vitamins A, C and E that are vital fo r overall health and maintenance of your body.Thats why we select succeeding(a) vegetables. Tomato Tomato provides powerful, natural antioxidants. The antioxidant Lycopene is found naturally in tomatoes, and helps protect against cell damage. Cabbage It helps to round out your diet with other vitamins, minerals and natural antioxidant Carrots Delivers vitamin A (alpha- and beta-carotene) to help maintain vision and a sanguine immune system Lettuce One cup of iceberg lettuce has only 10 calories Spinach Supply huge heart and soul of vitamin A E K C & with calcium energy and iron Swamp cabbageIt gives us vital amount of vitamin A & C with high amount of protein calcium and iron 3. 3 Nutrition Example nutrition information for V6 Vegetable Juice Nutrition Data Servings per package 1 Serving size 250 ml Average qty per serving Average qty per 100 g Energy 165 kJ (40 cal) 66 kJ (16 cal) Protein 2. 4 g 1. 0 g Fat Total Nil Nil Saturated Nil Nil Carbohydrate Total 6. 3 g 2. 5 g Sugars 6. 3 g 2. 5 g Sodium 660 mg 263 mg Vitamin A 325 g (40%) 130 g Vitamin C 52 mg (130%) 21 mg 04 Strategic PlansThe new marketing plan has developed its strategies by focusing on the vision, mission, goals as well as its core competency. 4. 1 Vision We envision a marketing system that quickly and efficiently moves wholesome, affordable agricultural products from the farm to the consumer. Our target customer, they can take the nutrition of the vegetable. Our product must be change as the consumer need. We have to create our market demand and grow advisedness among the mass. At first we have to capture our local market within two years and we pull up stakes start to export our product within five years. 4. 2 MissionOur mission is to provide the highest-quality vegetable Juice. We exist to attract and maintain customers. When we adhere to this maxim, everything else allow for fall into place. Our services allow exceed the expectations of our customers. We also focus on t he following missions, * Hygienic food * Finest quality of our product * retentiveness the affordable price * Provide best customer service * Provide energetic and nutritious food 4. 3 Goals We divided our goals into two part, financial goals and Non-financial goals. 4. 3. 1 Financial goals 1. Realize a 5% increase in gross profit margins through efficiency gains every year.Reduce the transportation costs associated with product spoken language by 10% by the end of the first year. 2. We will address break-even analysis, sales forecasts, expenses forecasts, and how those link to the marketing strategy. 4. 3. 2 Non-financial goals 1. Maintain positive, steady growth individually month. 2. Experience an increase in new customers who are turned into long-term customers. 3. Generate brand equity at the Farmers Market as well as within the commercial restaurant industry market. 4. Awareness regarding services offered, develop the customer base, and work toward building customer trusty ty. . To enter into new market. 05 Situation Analyses V6 vegetable juice is a start-up business. The vegetables have been well received and marketing is now critical to its continued success and future profitability. Harlborn offers a encompassing range of high quality vegetable juice. The basic market need is high quality vegetables with flexibility of production for both the consumer and commercial market. 5. 1 Market Summary We possesses solid information about the market and knows a great deal about the common attributes of our most prized and loyal customers.We will leverage this information to better learn who is served, their specific needs, and how we can better communicate with them. 5. 1. 1 Market Demographics The profile for our customer consists of the following geographic, demographic, psychographics and behavior factors. Individuals demographics * Singles and families. * Childrens * black people * Ages 25-50, this segment makes up 53% of the market according to the Chamber of Commerce. * relieve oneself attended college or graduate school. * Are cognizant about their health * Female aged 30-52 * Tend to eat out at least once a week. Behavior Factors Are willing to pay a reward for higher quality, tastier vegetable juice. * There is value attributed to the more attractive beverage of vegetable juice. * Enjoy a high-quality juice without the mess of making it themselves. 5. 1. 2 Psychographics * decline involvement with product purchase, seeking information about health benefits and nutritional facts of V6 products * Well educated, hard working and active females with a desire to provide a healthy lifestyle for themselves and their family * Time poor people, struggling to manage theirs and their families active lives who seek an easy solution to roviding nutritional beverages as an alternative to meek drinks * Females who take both an emotional and rational approach to buying their families food * Prone to moderate levels of emotional attac hment with brands * Eager to seek out the most systematically nutritious beverage products 5. 1. 3 Market Needs We provide individuals and restaurants with high-quality vegetable juice. We seek to fulfill the following benefits that are important to their customers. Selection A wide choice of different vegetables with the flexibility to change plays midseason. * Competitive Needs Sugary soft drinks are low in nutritional value to recover this in that respect needs a healthy and long lasting energy drinks. * Customer service The patron will be impressed with the level of attention that they receive. * Competitive pricing All products will be priced competitive to true substitutes. 5. 1. 4 Consumer InsightThe consumer sixth senses are listed from most important to least important for the target interview The need for a healthy alternative to soft drinks * Sugary soft drinks are low in nutritional value * Over indulgence of soft drinks leads to poor eating habits * Needs a variety of beverage choices * Needs a way to gain healthy long lasting energy * Have fast paced lives and do not have time to make healthy meals every twenty-four hoursPassionate about their and their familys health and well being * Genuinely concerned about the overall health of their families * V6s high volumes of vitamins and antioxidants contribute to healthy family members * Provides a solution to the worry of what to feed to themselves and their children with little post purchase regret * lack to maximize on opportunities to save time and effort by purchasing a quality product * Highly likely to put their families needs in front of their own * Needs to feel good about their dietetical decisions and give them a sense of empowerment * Peer pressure forcing them to have the thoroughgoing(a) healthy family 5. 1. 5 Market Trends The market for vegetable juice has exploded within the last few years. Explanations for this trend are, * Market emerge The increase of supply has reinforced t he demand.Within the last few years many farms that were producing grains have moved to production of vegetables because of the increased margins and market demand. * Health consciousness Now a days Bangladeshis have become more health conscious and vegetable have supported this goal as juice are inherently healthy and a vegetable mix juice is far tastier than the others juice. * Presentation/appearance Presentation as an element of the culinary experience has taken on more value as juice has become more creative over the last several years. 5. 1. 6 Market Growth We are learning to appreciate the more sophisticated taste of this health food. Therefore taste and health consciousness is what is driving this demand. This demand can be seen by the increase of juice offerings by finer restaurants.Lastly, presentation is becoming a variable in gauging the quality of a product, and a mix for vegetables as juice is very aesthetically pleasing. 5. 2 STP Analysis The following STP analysis c onsists of market segmentation, target market and positioning. 5. 2. 1 Market Segmentation We have segmented our customer into three groups. * Individual consumers * Restaurants and * Hospitals 5. 2. 2 Target Market * Children * Sick people * Active adult female * School, College, and Universities students * Old aged people * Time poor people 5. 2. 3 Positioning V6 juice helps to maintain good health, when time is short, which create a value in consumers mind about this product and motivate rheumy to buy frequently. Horlborn will position itself as * Flexible. * High-quality producer. Professional. * Reliable 5. 3 SWOT Analysis The following SWOT analysis captures delineate strengths and weaknesses within the company and describes the threats facing Horlborn Consumers Ltd for marketing V6 vegetable juice. 5. 3. 1 Strengths * Availability of seasonal vegetables throughout the year. * Flexibility in meeting vegetable needs. * Flexibility in meeting restaurants needs. * High-quality p roduct offerings that exceed competitors offerings of price, quality, and service. * Higher than industry margins due to production efficiencies. 5. 3. 2 Weakness * V6 Vegetable juice lacks brand equity. * A limited marketing budget to develop brand awareness. The decreased degree of flexibility when near full production. 5. 3. 3 Opportunities * Growing market with a profound percentage of the target market still not aware that vegetable juice exists. * The ability to develop long-term commercial contracts which should lower costs associated with production. * Children opt juice than others meal. 5. 3. 4 Threats * An out of state, already established competitor that has decided to make customer service and flexibility their selling point. * A health cow that questions the safety of V6 vegetable juice. * Poor weather which will affects the market of V6 vegetable juice. * Customers are very much habitual to take vegetables as green. 5. Competition Analysis Though V6 vegetable juice is a new product in the market but there are some similar products also. fundamentally the beverages, take juices and vegetable products are the major competitors. The competitors are divided in two Direct Competitors Beverages and fruit industries, like- Pepsi, coca cola, PRAN juice, ACMI juice, Frutika etc. Indirect Competitors Raw vegetable markets, vegetable by products (biscuits, soups, snacks), some healthy drinks like Boost, Flavored milk etc. 5. 4. 1 Competitors Strength 1. Established brands- the competitors have established brand like Coca-Cola, Pran. etc. But we the new comer. 2.Product supply- the competitors product supply is very larger than our product. 3. Price- the products are similar price like us. 5. 4. 2 Competitors Weakness 1. Quick, tasty and healthy alternative to soft drinks and colas. 2. Diet V6 juice has high levels of vitamin A & C, at the requirements of consumers daily values. 3. General consciousness among the consumers of bad effect of soft drinks. 4. round the bend drinks can be high in sugar which can be a main deterrent for consumers. 5. 4. 3 Points of Difference The point of difference that makes this vegetable juice than the others are- * New idea- Vegetable juice concept is first in Bangladesh in the juice industry. Different experience & knowledge- The customers will have the distinctive feelings & experiences that they will not get although other drinks exists in market. * Strong distribution channel- As this product has strong channel distribution channel, the consumer get it at every retail shop. 5. 5 Competitive Advantage Our competitive advantage is really a superior one 1. 100% vegetable juice. 2. High contents of vitamin A & C. 3. natural depression levels of sodium. 4. Less fat & calories than other drinks. 5. Tasty & healthy. 5. 6 Key to Success Exceed the customers expectations. Additionally, Harlborn consumers Ltd will * Generate repeat business Increase the transactions amount per customer. * Increase the number of restaurant accounts. * Increase variety of juice. 5. 7 Critical Issue Harlborn consumers Ltd is still in the speculative stage as a V6 juice producer. Its critical issues are to continue to take a modest fiscal approach expand at a reasonable rate, not for the sake of elaborateness in itself, but because it is economically wise to and continue to build brand awareness to lower future marketing costs. 6 Strategic Marketing Analyses Strategic marketing analysis includes marketing objectives, marketing strategies, marketing mix, and market research of V6 vegetable juice. 6. 1 Marketing ObjectivesThe objectives of all integrated marketing communications will be to * Inspire consumers to view V6 in a new more vibrant light * Empower the female target audience about their dietary decisions * Showcase the nutritional benefits and great taste of all V6 products * Establish a connection between V6 and healthy active lifestyles 6. 2 Strategies The single objective is to position v egetable juice as THE finest producer of vegetable in Bangladesh, commanding a majority of the market share within five years. The marketing strategy will seek to first create customer awareness regarding services offered, develop the customer base, and work toward building customer loyalty. We seek to communicate the centre that we are the finest producer of high-end vegetable as JUICE. This message will be communicated through a variety of methods. The first method will be advertisements.Some of the advertisements will be co-branding with the Farmers Market. Other advertisements will be solely Harlborn advertisements. The ads will be placed in both the local newspaper as well as the local art/entertainment paper. The message will also be communicated to the different hospital through networking with owners and managers. We will also communicate our message through informal gatherings and networking with consumers and hospital owners. 6. 3 Marketing mix V6 Vegetable Juice marketin g mix is comprised of the following approaches to product, price, distribution, advertising and promotion, and customer service. 6. 3. 1 Product strategiesBasically at the beginning we are producing only vegetable juice made through winter vegetable. Afterwards we will produce juice made through summer, year-round vegetable, souses etc. Since our product fulfills both vegetable needs and beverage needs it will be competing with both green vegetables and beverage drinks. 6. 3. 2 Pricing Strategies Pricing strategies are most important stage in marketing mix. As we are going to launch a new product in the market, we do not have any idea whether the price would be accepted or not by the customers. If we select extensively high price, customers will not buy and volume of sales will be very low. On the other hand setting lower price will not cover our costs.So we have to consider the following things in selecting price. * Acceptance of product As our product faces competition against bot h green vegetables and beverage drinks, price of our product should be accepted by customers. Our product fulfills both vegetable needs and beverage needs. For this extra utility we will charge higher price than our competitors. * Maintaining market share If our product is accepted by customers in near future, more competitors will enter in the market. So our price should be such that can protect our market share in the competition period. Moreover we will need to lower the price to hold the market share at the time of competition. * Earning profitAs a business our main objectives is to earn profit. So we should not set any price that will not cover the cost of the product. After covering the cost we set a profit margin for our pricing. After analyzing all of this we select Market-oriented pricing that is setting a price based upon analysis and research compiled from the targeted market and also with the cost. 6. 3. 3 Distribution Strategies In generally there are different types of marketing distribution system. Consumers are able to buy the products from different market place. All these distribution strategies are consists of producer, jobber, retailer, and finally to the consumer.There are mainly four types of marketing distribution channel 1. Conventional Marketing channel 2. Vertical marketing channel 3. Horizontal Marketing channel 4. Hybrid Marketing channel We select the conventional marketing channel to give off our product. Our juice will be distributed by the specified distributor which will be selected by the company. The selected distributor will supply the juice product to the wholesaler and also to the retailer and the consumer will collect the product from the retailers. There are three types of distribution strategies 1. Selective distribution 2. Intensive distribution 3. Exclusive distribution We choose the intensive distribution for our product.We will supply our product all over the country on the basis of our product demand so that the consumer can get the product easily. 6. 3. 4 Advertising and promotion A mixture of advertisements and networking will be used to increase visibility for V6 vegetable juice. In first we will be focused on introducing the product. The advertisement will be done on different media e. g. television, newspaper and billboard to make people aware of the product. Promotional activity We make promotional activities for our product in different school, college, hospital, and restaurant. * Advertising themes will be changed with time and promotional activity will be carried out to generate the consumer. * In different occasion we ill open special sales center where attractive point of purchase display would be arranged to create positive image in consumers mind. * We will provide different incentive to our distributor. * Sometimes we will offer free ingest for the mass sale of product. 6. 3. 5 Customer service Obsessive customer service is the mantra. Horlborn consumers Ltd philosophy is wha tever needs to be done to make the customer happy must occur, even at the expense of short-term profits. In the long term, this investment will pay off with a fiercely loyal customer. 6. 4 Marketing Research During the initial phase of the marketing plan development, several focus groups were held to gain insight into prospective customers.These focus groups provided helpful insight into the decision making processes. An additional source of dynamic market research is a feedback mechanism based on a tinge card system. The suggestion card has several statements that customers are asked to rate in terms of a given scale. There are also several open ended questions that deliver the customer to freely offer constructive criticism or praise. The V6 vegetable juice will work hard to implement reasonable suggestions in order to improve their service offerings, as well as show its commitment to the customer that their suggestions are valued. The last source of market research is competiti ve analysis.The Horlborn consumers will send people to local competitors to gain information about their product offerings. Financial Overview As we start our business in the year of 2011, we cant expect a huge sales as well as huge profits. But our market research says that there is a good capacity of this unique featured product. We project our sales will be keep rising nexts year. More ever promotion and advertising will help in increasing sales. At the very first of our business our mission should be emphasis on promotional activities and recognizing the product at every level. Now we are showing our five year projected plan. Description 2011 2012 2013 2014 2015Total Revenue (200000*22)+(80000*38)+(100000*68)=14240000 (310000*22)+(150000*38)+(200000*68)=26120000 (460000*22)+(250000*38)+(310000*68)=40700000 (750000*22)+(500000*38)+(600000*68)=76300000 (850000*22)+(650000*38)+(750000*68)=94400000 Variable live ( Raw-materials, marketing, advertising, Promotion) (200000*16)+(80 000*30)+(100000*56)=11200000 (310000*16)+(150000*30)+(200000*56)=20660000 (460000*16)+(250000*30)+(310000*56)=32220000 (750000*16)+(500000*30)+(600000*56)=60600000 (850000*16)+(650000*30)+(750000*56)=75100000 Fixed Cost ( Land, Factory, Office, Storage) 5000000 5000000 5000000 5000000 5000000 Total Cost 16200000 25660000 37220000 65600000 80100000 Profit Margin -1960000 460000 3480000 10700000 14300000 Sales Forecast The first three months of first year will be used to set up the processing and manufacturing plant for the production of V6 vegetables juice. There will not be sales activity until the processing plant has established.From month four there will be a steady increase in sales. flesh Sales 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 by the following graph. anatomy Revenue Forecast Expense Forecast Marketing expenses are budget ed to analysis the year-wise expense of Horlborn Consumers Ltd. The projected expenses for five years are shown by the following graph. Fig Expense forecast Profit Margin The progresses of Horlborn Consumers Ltd are measured by analysis the yearly profit. These are shown by the following graph.Fig Profit Margin Break even Analysis The Break-even Analysis indicates 25890000tk will be needed in yearly revenue to reach the breakeven point. 8. 0 Controls The purpose of V6 vegetable juice marketing plan is to serve as a guide for the organization. The following areas will be monitored to gauge performance * Revenue annually * Expenses annually * Repeat business. * Customer satisfaction. 8. 1 Implementation The following milestones identify the key marketing programs. It is important to accomplish each one on time and on budget. As successful entrepreneur we must fix the detailed action plan with when we are going to perform that.There are some primary activities (planning, permeation fro m Government) that we assume we have already performed. 8. 2 Company Organogram CEO DIRECTOR Chief HR Chief Finance Chief marketing Chief IT GM IT & Planning GM Finance & Accounts GM HR Operation GM Product & Service GM HR Training GM Corporate GM Sales & Distribution GM IT & Operation 8. 3 Contingency Planning Difficulties and risks * Problems generating visibility. * An already established competitor that chooses to compete on quality and flexibility. * Poor weather which could hamper crop yields. Worst case risks may include * Determining that the business cannot support itself on an ongoing basis. * Having to liquidate equipment to cover liabilities.