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GROUP MEMBERS

Sheikh Faisal Ghias ( Leader )

Muhammad Bilal Zafar

Muhammad Shoaib Qureshi

Raja Kashif Muzaffar

Muhammad Waqas-ur-Rehman

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Table of Contents

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Executive Summary

This report explains the marketing plan for launching a sugarcane Juice namedRUS SIP. This product has been made by the United Private Limited .In the very

beginning of the report we have explained the mission and vision of the Sugarcane juice

and then we have further carried out our activities to achieve our goals and objectives. It

will be introduced in the market with the help of various promotional displays,

advertisement and distribution of free samples to the general public. This report

examines that this product is initially launching in Whole Pakistan domestic market. The

study included both primary and secondary research. The primary study focused on a

survey of the competitors and the likings and disliking of people. Through this strategy

company can penetrate more into the market and can attract the bulk of customers. For

this purpose we have conducted SWOT analysis of the company to see the

companys strengths, weaknesses, opportunities and threats. Then we have explained the

purposes, benefits and objectives of our product.

Then we have made marketing strategies for our product. We have divided market into

different segments and decided to target the male, female, youngster mature and old age

person. We have also paid special attention to the packaging, color and price of the

product. We have decided to place the product in all the markets of Punjab especially in

the canteens of colleges and universities and retail outlets. We will promote our product

through electronic media, print media, cable, and outdoor sources. We shall also conduct a

market survey in future to know the opinion of public about our product and developed

our product accordingly to our customers changing needs and demands.

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Introduction

Sugarcane Juice is a Marketing idea that deals is product. 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 cant preserve 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 dont go for this sector

because the risk of the low shelf life. So we have decided to launch a sugar cane juice

because sugar cane juice is naturally sweet, so it can be sold with a little additional

processing we can make flavors also as a ginger, lime juice, mint leaves.

Fresh sugar cane juice has no preservatives, however its tendency to turn black fromoxidation 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 foods. It gives a form of exercise to the teeth and makes them strong.

It also keeps the teeth clean and increases their life.

Vision~ 5 ~

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To evolve as one of the best Producer of quality sugarcane Juice which is organically,

grown extract juice scientifically and serve a totally natural and hygienic DESI

refreshment in our country because it is in our culture to use sugarcane and continue to

retain the position, by improving the quality and bringing the innovation in our product, tomeet the customer changing needs. So we can increase our profit.

Mission Statement

To refresh the people of all ages with our product

We want to be at the top in the field of juices and breweries.

Tag Line:

Fresh Juice for Healthy Life

Goals and Objective

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Our objective is divided into different parts.

Continuous growth in sales

Increase the seasonal sales volume Improve the companys image

Delivering the good quality and taste to the consumers at a fair price

Issue:

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. We must invest heavily on promotion of juice and also marketing plan will change

time to time because we are new in the market so we have to create awareness in

customer about our product and to attract them.

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PEST ANALYSIS

Political or Legal Forces

Taxation Law

If government imposes heavy taxes on the industry then it badly effects the industry

growth. The taxes impose is from government side and it varies from industry to industry.

Labor Laws

Labor is being privileged here having all the laws. Rus-sip company also follow these law

like government announce minimum salaries of a employ Rs 8000.

Forei gn trade Regulations

Foreign trade regulation does not effect the over all policy and the working of our

company because we are operate nationally not internationally.

Attitudes towards foreign companies

We have no any agreement with any foreign company but if any company will offer the

business to us related / unrelated we would think about it according to terms and

conditions.

Economic Analysis

Inflation Rate:

Now in Pakistan inflation rate is almost 22.3% so if increase in inflation rate then increase

in prices of JUICES but if in Pakistan economy.

Economic growth rate

Economy growth rate is 3.7%

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Social Factor

Health consciousness

Today people are more health conscious so Rus-Sip juices by identifying this need of the people they are also producing health conscious juices with more vitamins.

Demographic trend

In Pakistan the population growth rate is 1.551% in 2012 and total population is

190,291,129 (July 2012).

Age structure

0-14 years: 34.7% (male 33,941,828/female 32,130,001)




65 years and over: 4.2% (male 3,808,536/female 4,266,158)

Lifestyle changes

They consider quality life changes and take advantages of accordingly so that customer

can convinced as well as it plays a vital role to attain & retain the customer. Consumer

adopts the trend of changing environment because of modern facility as well asglobalization they are aware about each and every thing happening all around them.

Technological Analysis

Product innovation

Product innovation is becoming more necessary for the organization because of

globalization people are becoming aware about the changes being taken place around themso in order tactical the situation nestle juices is focusing on product innovation by

introducing new flavor of juices with the passage of time NESTLE JUICES use new tetra

packing like easy open cork of pack.

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Total spending on R&D

Spending on R&D is long term investment for any organization. Our company has R&D

department and head of R&D department is Sheikh Faisal Ghias.

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SITUATION ANALYSIS

Target Market Summary

Although our juice is for all ages and for all kinds of people, but the youth is our main

target. As this segment is maximum in number in population in Pakistan and it is more

fun loving and excitement seeking so it is our best target market.

4.1 Market Demographics

4.2 Market Needs

In summer people of all ages take soft drinks and juices to quench 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 because it is hygienic and pure. So when it is highly

available at affordable price at everywhere customers will use Sugarcane juice than soft

drinks because it has no side effects and it is safe.

4.3 Market Trends

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Demographicsegmentation

Age Gender Income

Company targetedcustomers abovethan 3 years &onward

Both male andfemale

All social classes

Geographicsegmentation

City City City

Lahore Islamabad Multan

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In target market there is trend of soft drinks and juices. People use juices to have a fit

life and also to serve their guests as well. Because juices are hygienic and nutritious

and have a good taste then soft drinks. In summer its usage is more so the availability

should be increased to meet the demand of customers.

4.4 Market Growth

Juices market expands very fast .A new research proves that in future (2012) every person

use 85.5 liters juices per years.

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SWOT ANALYSIS Strength:

First mover Advantage:

We have introduced sugarcane juice in tetra pack for the first time. So it is helpful for us to

have more customer at the than other new competitors because the time the take to enter

the market the customer will become loyal to our product.

Quality Conscious

Rus-sip produces good quality products. It can not compromise on quality.

Less no of taste:

We have introduced the first time that there is not any sugarcane juice in tetra pack

available in market.

Weaknesses:

Storage ability

Rus-sip juices not store able for long time.

Loyality:

Consumers are brand loyal toward competitors product so we have to convincethem.Beacuse there are already competitors who are dealing in juices and beverages,

so it is difficult to shift them from other juices.

Opportunities:

New flavor:

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We can introduce flavored sugarcane juices. E.g., mint and ginger flavor etc.

Export:

We can export our product to foreign country in order to earn more profit.

Global hub

Since manufacturing of some products is cheaper in Pakistan than in other South East

Asian countries

Support foreign investors

Government support foreign investors to invest in Pakistan.

Threats:

Government Regulation

They face problem if government employ taxes on them which force them to raise the

price of their product.

Increase in competition

There is large competition in juices market

Entry barrier

There are no many entry barriers so a large numbers of local juices enter in juices market

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COMPETITION OVERVIEW

Direct Competitors

The direct competitors of our Product are:

Shezan ( Mango, Punch, Orange, Apple.)

Nestle ( chounsa , guava, grapes nectar)

Coca cola (pulpy orange)

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 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 we have compared it with other soft drinks.

So in the soft drink market we have the competitors like

Coca cola

PEPSI

And other Instant drinks

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DISTRIBUTION CHANNEL OVERVIEW The effectiveness of distribution coverage and practice is of paramount importance in

achieving the desired fruit juice sales. Understanding of the distribution channels is crucial

in order for the manufacturer to plan and implement an effective distribution strategy. Our

study shows that the distribution of fruit products and juices is done through multiple

channels involving producers, importers, wholesalers, retailers and users. While it is the

common practice for the individual customers to buy the products from the retail outlets;

institutional/ organizational buyers such as tourist hotels and agencies would normally

place orders directly with the producers/importers and wholesalers.

Two types of selling methods are proposed for this project i.e.

1. Direct Selling

2. Indirect Selling

Direct Selling In direct selling the Company will supply their product in the shops by

using their own transport. In this type of selling the Company has more profit margins.

Indirect Selling In indirect selling the Company has their whole-sellers and agencies to

cover the areas that they wish to target. As it is literally impossible to supply the products

to the consumer themselves due to the sheer volume of the demand, hence the company

understands that marketing through suppliers is crucial for the availability of product.

Through this decentralized channel the company is ensuring a smooth and efficient flow of

the process which increases the performance of the company.

Based on discussion with industry experts, it appears advisable to operate with a mixed

distribution setup. For the purpose of the project under consideration, it is proposed that

company owned distribution team would cover the home city and the factory surroundingareas to capture the niche market which will provide business a room for survival whereas

distant distribution operations will be outsourced to the distribution agents playing around

the distribution margins and other promotional schemes. Designated wholesalers and

secondary wholesalers may also play a key role in capturing far off markets for the product.

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MARKETING STRATEGIES

1. Positioning strategy:

Brand strategy is at the heart of marketing strategy. It is the act of designing the company

offer and image so that it occupies a distinct and valued place in the target customer mind.

Sugarcane juice is very beneficial for health and provides refreshment. As we are

launching sugar cane juice in tetra pack, so we want to create positive and long lasting

image in the minds of customers that we are providing hygienic juice because we are also

introducing new flavors like mint and ginger etc.

Point of parity

Different flavor

Tetra packing

Point of difference

100% pure juice

2. Product strategy:

Core benefit

Core benefit means the services and benefits the customer is really buying. Our customer

fulfills its need of thrust and refreshment by buying our Rus-sip juice.

Basic product

Its mean what specifically the actual product is. Our actual product is juice

Augmented product

Products that include deign, features and packging that go beyond consumer expectations

and differentiate the product from competitors. Our juice taste and flavor is according tothe customer expectations because we provide 100% pure juice. We have no compromise

with quality

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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

500ml

1000ml

Features:

The features of our product are ,

Use full for healthy life

Good in taste

Help to digest food

Packaging:

Our product will be in tetra packging which will be attractive and eye catching.

3. Pricing strategy:

The price of the product can also influence the buying behavior of the consumers because

in Pakistan there are different level of classes based on the income difference so price is

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the one of the important factor, some of the consumer can afford the price and others cant,

so we 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 18 Rs.

500 ml 30Rs.

1000ml 60Rs.

4. Channel of Distribution:

The place of the distribution and availability of the product also influence the buying

behavior because if the product is in reach of the consumer he will prefer it and if it is hard

to find the product in the market he will never buy that product. So we provided our

product to all the all the distributors and they will provided it to famous retailers of

Islamabad, Lahore and Multan.Because of this our product will be available at more shops

and our sales will increase.

5. Promotion strategy:

The promotion of the product i.e. the advertisement, sales promotion and other promotional tools can change the buying behavior because some of the individuals highly

influenced by the advertisement of the product. we have decided to use integrated

marketing communication in which there will be blend of different marketing promotional

tools that will convey clear and consistent message of our product to the customers. These

Promotional tools are given below,

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Manufacture

Distributor

Retailer

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Newspapers

Newspaper has the widest readership and circulation among our targeted market; thesewould carry most of the advertisements for the publication media. Also, the print ads will

be published in other much read newspapers like be designed, i.e. half page and quarter

page.

Television

Tele commercials will be aired on sports channels and news channels as the viewer ship of

these channels is highly common among the targeted market.

Billboards

Billboards will be placed at busy thoroughfares in big cities. Billboards will be our most

permanent and long lasting form of advertisement.

Promotional Vans

Promotional vans would be deployed on public places which would distribute sugar cane

juice for free giving out the message of being an instant energy drink. This campaign of

free sampling would last for three months at least in order to make people aware of the

benefits and the attributes.

6. Marketing Research(R & D)

After analyzing the demand and need we developed a product sugarcane juice in tetra

pack. In marketing research we analyze about the demand and trends of market as well as

about customers. The product concept defines the purpose of the product, its suitabilityand business advantages for the envisaged market.

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6. Marketing Budget

We are going to prepare marketing plan of Sugarcane juice in tetra pack because we aregoing to established new business in Pakistan, we made a budgeting plan for our business.

We have a budget of 3.00 cror rupee to establish our plan. Now we allocate different

amount in different parts.

Method of allocation

Creating an annual budget involves 1.5 cror on building and plant and other budget we

will use in following manner,

Allocation

of budget

on other

uses

New

Product

Research.

Marketing

Research

Advertisement

Expense

Sale

Expense

Direct

Marketing

Public

relation

1.5 cror 40 lac 20 lac 50 lac 20 lac 10 lac 10 lac

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