tasty cola

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SQUARE BEVERAGE LIMITED 1

EXECUTIVE SUMMARY

Now a days drinking becomes the part and parcel of every people. Drinking is a

major form of entertainment in peoples life. Drinking refreshes peoples body and

mind and most of the people drinks for enjoyment. Soft drink is a consumer

product in Bangladesh. In Bangladesh the market of soft drink is very

competitive. The marketing processes of soft drink are different in Bangladesh

then other countries. Here the producers of soft drink do not sell the products to

the ultimate or final consumers. Companies are totally dependent on various

distribution channels like wholesalers and retailers to deliver the product to the

final consumer. So here the producers have to make people aware about their

product through different advertisements and other promotional tools. With an

aim to learn the marketing prospects of Bangladesh a study has been done with

a soft drink namedTasty Cola which is going tobeintroduced very soon by

the most powerful and financially strong company Square.Currently Square is

not in the beverage side but they are trying to start their new segment named

Square beverage limited and Tasty Cola is going to be their fist soft drink in

this market. Here this report suggest about the marketing process that Squaremay or should look at to get good market share with this new product as soon as

possible.


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PROJECT TITLE

The name of this report is The Marketing process of a new product. And for

that purpose we chose a well known company named SQUARE.

OBJECTIVE OF THIS PROJECT

We are the students of MKT-202 Principles of Marketing. As a part of our

study, the report was assigned by NAZLEE SHIDDIQUE, Lecturer, School of

Business, North South University. We are thankful to her for assigning us such

type of projects works in a group of four members.

PURPOSE

The purpose of this report is to find out some marketing processes through which

a new product will be able to sustain in the market and be able to increase the

market share in near future.

Few years back we had only two major soft drink companies in the market and

those were Coca Cola and Transcom Beverage (Pepsi). But in the last few years

we got some other companies who start their business in this market. When this

companies started their business the competition was not that much severe as

present situation. But now the situation is really difficult for a new product or

company to sustain because of huge competition. Now all the companies are

giving all most same type of product in different price. Now SQUARE is trying to

introduce TASTY COLA and they are facing a big competition from other

companies. So to sustain in this market withholding the pressures of competition

Square may follow the following marketing processes to sustain and get

profitable growth in near future.


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LIMITATIONS OF THE REPORT

The sellers of different superstores were really busy but still

they helped as far it was possible.

Some matters of SQUARE are confidential so we got very

little information.

Different shopkeepers give different type of information which

conflict each other so we get confused.

Beside all we try to do our best for this report.


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COMPANY OVERVIEW

SQUARE is one of the biggest and oldest companies of our country. They have a

very good image in the market. They are one of the strong financed companies

of our country. They have a very good background which started from 1958 by

starting a pharmaceuticals company and continuing up to 2004 by starting a new

segment named - Square Beverage.

1958 Debut of the Pharmaceutical company as a Partnership Firm.

1964 Transformation into Private Limited Company.

1974 Technical Collaboration with Janssen Pharmaceutical, Belgium, asubsidiary of Johnson and Johnson International, USA.

1982 Achieved first position in the Pharmaceutical Market of Bangladeshamong all national and multinational companies.

1985 Achieved first position in the Pharmaceutical Market of Bangladeshamong all national and multinational companies.

1987 Pioneer in export of pharmaceuticals goods. New facility is built to meet

growing market demand.1988 Square Toiletries Limited made its entry as one of the divisions of

Square Pharmaceuticals Ltd.

1991 Square Pharmaceutical Company Converted to a Public LimitedCompany.

1994 Initial offering of public shares. Square Toiletries Limited began itsjourney as a separate entity.

1995 Chemical Division of SPL started bulk production of ActivePharmaceutical Ingredients (API).

1997 Manufacturing of MDI first time in Bangladesh. Export to Russia and

Pakistan. Establishment of first unit of Square Textiles Limited.1998 ISO 9001 certification for Square Pharmaceuticals Limited. Operation of

new division for Agro Chemicals and Veterinary products. Establishmentof second unit of Square Textile Limited.

1999 Agreement with Bayer AG, Germany and Eisai Co. Ltd., Japan;Technical know-how transfer to international pharmaceutical companies.

2000 Establishment of Square Spinning Limited.


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2001 Operation of new factory with a view to get USFDA/MCA approval andproduction support for expanding export operations.

2002 Establishment of Square - Fashions Limited.Establishment of Square - Knit fabrics Limited.

2003 Turnover crosses Four Billion Taka mark.

In 2004 there are going to open their new segment and that is with the product

Tasty Cola.

SQUARE PRODUCTS AND DEPARMENTS

Square Pharmaceuticals Ltd.

Square Textiles Ltd.

Square Spinning Ltd.

Square Toiletries Ltd.

Square Consumer Products Ltd.

Square Informatics Ltd.

Square Health Products Ltd.

Square Agro Ltd.

Sheltech

Pioneer Insurance Company Ltd.

Mutual Trust Bank Ltd.

National Housing Finance And Investment Ltd.

Mediacom Ltd.

Aegis Services Ltd.


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Maasranga Productions

MARKETING DEPARTMENT:

A well-structured and indomitable pharmaceutical

marketing network in Bangladesh.

The Marketing Division has in excess of 1000 personnel.

More than 500 Medical Representatives.

Product Management Department is run by more than 25

brand Executives from different disciplines (MBA's, Medical

Doctors, and Graduate Pharmacists).

Medical Services Department has a collection of graduate

doctors for interacting with target medical professionals.

Market Research Department is well developed and is run

by MR professionals.


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STRATEGIC PLANNING

COMPANY OBJECTIVES and GOALS

Tasty cola wants to be one of the most successful cola

which will be liked by the people very much.

It wants to get the market shares in a big amount as early

as possible.

It wants to serve people the best cola of Bangladesh.

Square is focusing on the quality and taste of the product to obtain a better

image in the market. Square is not thinking about gaining profit in short terms

rather they are looking for long term profits.

Year 2005 2006 2007 2008

Market share 5% 10% 15% 24%

Square is looking to get the 5% of market share in the first year and afterwards

they will try to increase their market share in the next 2/4 years. They are actually

looking for get around 24% market shares in 2008and thats their main target.


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MISSION STATEMENT

The mission statement of Square is ------

We want to satisfy consumers by providing products with

international premium quality standard and innovation at a

competitive price that offers best value for their money.

TASTY COLA

COMPONENTS

Testy cola is different from all other colas of the market and so some unique

materials are used to produce this testy cola which are stated below---

It has a unique vanilla test on it. So vanilla is used for the

production of testy cola.

It tests sweet like the Pepsi test. So to make it sweet,

some ingredients are used in it like saccharine.

It is free from alcohols. So in the production of testy cola

alcohol is not used.

To make it testier some other flavors are also used in it.


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MATERIALS USED IN THE PRODUCTION OF TASTY COLA (PER LITER)

WATER + CO2 52 mg

VANILLA 15 mg

SUGAR 15 mg

CARBOHYDRATE 18 mg

FEATURES

It has some unique features in it which will make it different from other colas.

1) It has a very good vanilla flavor which the other colas dont have. It will

give a very good sweet test also with the vanilla test.

2) It is good for health because it has no alcohol. It is safe for all kind of

people because its ingredients are really suitable for the people. It has

very little sugar in it, so that the person who has diabetics problem will not

have to worry while taking this drink.

3) It will give a good taste in a low price.

4) It is totally fat free so peoples who have heart diseases will be able to take

this drink and they wont have any problem.

USAGE

People will use the product because it has a very good taste as well as its good

for health. People will get a different taste which they never get never before.

Tasty Cola will give the consumers total satisfaction on the time of drinking.


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PRODUCT / MARKET EXPANSION GRID

EXISTING PRODUCT NEW PRODUCT

EXISTINGMARKET

NEWMARKET

For our product we are following the product development process.

PRODUCT DEVELOPMENT

Product development is a strategy for company growth by offering modified or

new products to current market segment. We are following this because we are

introducing a new product in the existing market. We are introducing a new

product named Tasty Cola in the same coal segment of the market. Here we

are giving the same people a new taste which is made of vanilla. So this is

product development process for SQUARE to make the company bigger and

profitable.

MARKET PENETRATION PRODUCT DEVELOPMENT

MARKET DEVELOPMENT DIVERSIFICATION


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SWOT ANALYSIS

SWOTAnalysis ofTasty-Cola

STRENGTHS:

1.Strong marketing forces:

Tasty-Cola has a very specialized marketing team comprising of members who

have proved their way into the company through hard work and perseverance.

The extremely challenging selection system distinguished them from the rest of

the workforce.

2.Customized-taste:

Before the launch of the product, a market research was undertaken to find out

what particular cola trait attracted the people (fizzy ness, sweetness, thickness

etc.). Tasty-Cola has been made suitable for the preferences of the Bangladeshi

people as far as taste is concerned.

3. Own production plant:

Tasty-Cola has their own production plant which gives them greater control over

the activities that they undertake. They have their own production areas which

are suitable for making this type of products. They have very good place to stock

the ingredients and outcomes.


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WEAKNESSES:

1. Ingredients quality:

Unlike Coke or Pepsi, the mix is not brought from foreign countries but made

here in Bangladesh. As a result, the quality of the base ingredients might just not

be at par with that of the international brands like the two mentioned before.

2. Lack of promotional funds:

Funds for the cola would be relatively low when compared with cola giants like

Coke and Pepsi who have been in the local market for a long time. Competing

with them might be hard for the local company with relatively low fund levels.

3. Limited market share:

The Bangladeshi market is already dominated by Pepsi and Coke who, during

the last few years, had to share some portion of it to 2-3 local brands of cola as

well. As a result, the task of Tasty-Coal team would be very challenging to make

room for their share.

OPPORTUNITIES:

1. Huge market:

The population of Bangladesh is increasing at a very high rate and so is

increasing the potential cola drinkers. This growth rate makes the Bangladeshi


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market a very attractive one for any cola brand who would do anything to enter

this market.

2. Local appeal:

Being a local product, a segment of the consumers might be inclined to buy the

local Tasty-Cola, preferring it over foreign brands. That would be one huge

advantage that the local brand would have over the foreign ones.

3. High growth rate:

In cola markets like that of Bangladesh where the saturation point of the market

has not been achieved yet, there is immense potential for a new cola to create its

own share of the market. The per capita soft drink consumption is increasing

every day and so it can be expected to last for some considerable time.

4. Good relationship with retailers/ dealers:

Tasty-Cola team has very good relationship with the retailer/dealers who have

made the distribution easy and effective for tasty-cola.

THREATS:

1. Other existing products:

There are a number of foreign and local colas already in the market engaged in

fierce competition. The amount of time they have been in the market and the

experience they have gained in this area makes them a great threat for Tasty-

Cola from the very beginning.


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2. Good taste of competitors:

The competing brands have made their tastes acceptable in the minds of the

consumers, and although the taste of Tasty-Cola was developed after extensive

research, being there in the minds of the consumers and being there in reality is

a totally different matter. So many cases are present in the marketing world

where research findings have been defied that there is no scope of saying that

just the mere existence of Tasty-Cola would make its taste acceptable to the

consumers. They might still stick to the old established brands and consider them

to have the better taste.

4. Political instability:

The country Bangladesh is one of the most politically unstable countries in the

world. Change in power brings in change in policies that affect the businesses in

different way (and which are always that fair). The external environment is not

that business-friendly as well.

5. Competitors equipped with greater promotional funds:

International brands like Coke and Pepsi have massive funds allotted for

promotional purposes. Local brands also have some fund, especially those who

have been successful in gaining some market share at the expense of the other

established ones. Promotions play a major role in the sale of any product, and

competitors getting the edge there could easily have the conditions in their favor.


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MARKETING PROCESS

MARKET SEGMENTATION

SEGMENTATION

Segmentation is one of the most important parts for marketing activities.

Segmentation means dividing the market into distinct groups of buyer with

different needs and wants, characteristics, and behaviors who might require

separates attributes. This is the first step of a company in the marketing process

of a new product.

Company has to segment their market to achieve their objectives. For our

product we segment our market according to

Geographic

Demographic

Psychographic and

Behavior

MARKET SEGMENTATION

25%

25%25%

25% geographicdemographic

psychographic

behavioral


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The variables for our market segmentation are

GEOGRAPHIC

Density: Urban, suburban, rural

Climate: All the seasons

DEMOGRAPHIC

Age: 8 -12, 15 25, 28 -30

Gender: Male, Female

Generation: Baby boomer, Generation X, Generation Y

PSYCHOGRAPHIC

Social class: Upper class, lowers class, middle class

Life style: Achievers, Strivers, and Strugglers

Personality: Compulsive, gregarious, authoritarian, ambitious

BEHAVIORAL

Occasions: Regular, special, unusual,

Benefits: Quality, service,

Attitude toward product: Positive, different, Enthusiastic


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GEOGRAPHIC

Bangladesh is a small country of 140 million people squeezed in a limited space

of only about 144000 sq km. In our country there are some urban, suburban and

rural places. Our product is for all the peoples who live in either cities or villages.

We distribute our product every where of the country so that all kind of people

can get it easily.

DENSITY

60%

CLIMATE

40%

0%0%

DEMOGRAPHIC

We have a big population and most of them are young. Generally young people

prefer soft drinks so we have great opportunity in our product. Our products price

is highly affordable so that we dont have to think too much about the income of

consumer.


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60%

30%

10%0%

AGE

GENDER

GENERATION

PSYCHOGRAPHIC

For this segment we have divided our consumer into different groups based on

social class, lifestyle, and personality characteristics.

SOCIAL

CLASS

50%

LIFE STYLE

20%

PERSONNA

LITY

30%

0%


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BEHAVIORAL

We have used occasion benefit and attitude toward product for this segment.

This will have a positive impact on our product.

30%

30%

40%

0% OCCASIONS

BANEFITS

ATTITUDE

TARGET MARKET

The part of the market which a company decides to serve with their product or

service. It is very difficult to serve the whole market with a particular product in a

specific time. A company must have a target market for their particular product or

service.


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There are four types of target marketing segmentation-

Undifferentiated marketing (mass marketing)

Differentiated marketing (segmented marketing)

Concentrated marketing (niche marketing)

Micro marketing (local or individual marketing)

For our product we are following the mass marketing strategy.

TARGET

MARKET

URBAN SUBURBAN RURAL

Undifferentiated

Marketing

Differentiated

Marketing

Concentrated

Marketing

Micro

Marketing


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UNDIFFERNTIATED MARKETING

This marketing strategy covers the whole market with one offer without

differentiating the market segment. This is also called mass marketing. In this

strategy we have to focus on what is a common need of consumers.

In terms of Tasty Cola we are concentrating on all type of segments that means

we are not giving this cola to any specific group of people rather than we are

giving our product to all type of peoples. We are not differentiating the market

and we are targeting the peoples of every age, place, and personality. Our

product is for every one so that we can get advantage of the huge population.


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COMPETITORS TABLE

COMPANY

NAME

PACKAGE

SIZE

PRICE U.S.P ESTIMATED

MARKET

SHARE

TRANSCOM

BEVARAGE

(PEPSI)

Can 250 ml

Glass Bottle

250 ml ,

1 liter

Plastic Bottle

2 liter

20 TK

10 TK

30 TK

45 TK

Pepsis own

special sweet

taste.

Brand image of

Pepsi.

24%

PRTEX (R.C

COLA)

Can 250 ml

Plastic Bottle

300 ml

1 liter

1.5 liter

15 TK

18 TK

25 TK

35 TK

Several types of

taste like R.C

Lemon, R.C

Cola etc.

12%

COCA COLA Can 250 ml

Glass Bottle

250 ml

1 liter

Plastic Bottle

2 liter

20 TK

10 TK

30 TK

45 TK

Unique taste

Brand image of

Coke.

Unique taste.

27%

GLOBAL

BEVERAGE

(VERGIN)

Can 250 ml

Bottle 1 liter

15 TK

25 TK

Different types

of taste like

Virgin Cola,

Lemon, Diet etc.

8%


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SQUARE

BEVERAGE

(TESTY

COLA)

Can 250 ml

Plastic Bottle

400 ml (Mobile)

1 liter

1.5 liter

Glass Bottle

2 liter

250 ml

18 TK

23 TK

30 TK

35 TK

44 TK

10 TK

Unique vanilla

taste.

Health

conscious.

15%

POSITIONING

Positioning means the way the product is defined by consumers on important

attributes the place the product occupies in customers mind relative to

competing products.

This means what consumers think about a particular product relative to

competing brands. We will discuss about the attributes and benefits of our

product in terms of 4 Ps which are ---

1. Product

2. Price

3. Place

4. Promotion.


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PRODUCT

ATTRIBUTES

Two important attributes of our product is ---

New Vanilla taste

Healthy drink

VALUE

Here the consumers will get a very new taste from our product. They are going to

have the taste of Vanilla with cola for the first time. Consumers are goanna

have the taste of vanilla with typical cola taste. So this will be really new for the

consumers of our country.

BENEFIT

Here in our product consumers will get something which is really good for health.

Consumers will get something which is all most fat free and good for health. So

the benefit of our product is consumers will get very good taste with good quality

which is good for health.

PRICE

ATTRIBUTES

The main attributes of our product in terms of price is --- reasonable price. As

Square is a very strong financed company so it can give products in low price

than the competitors.


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VALUE

Value is it will be a wise purchase for the customers because here the customers

are getting a good quality product in low price.

BENEFIT

Benefit of our product in terms of price is it is highly affordable. It is highly

affordable because it costs low. Because of its low price this is on the capability

range of all people. Most of the people will be able to buy it because of its low

price.

PLACE

ATTRIBUTES

In terms of place our products attributes will be easily affordable because any

one can get our product very easily from any shop they want. Consumers will get

the product when ever they want to have it. We are going to have our product in

most of the superstores, fast foods, university canteens, and grocery shops.

VALUE

The display of the product will be well organized in the shops so that customers

can easily see it and can get the product easily. .


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BENEFIT

The benefit of our product in terms of place is consumers will be able to get the

product very easily .They will be able to get the product when ever then want

from where ever they want to get it.

PROMOTION

ATTRIBUTES

The main attributes of our product in terms of promotion is we will maintain good

communication with the customers and we will have well informed customer.

VALUE

Consumers will get good service while they will be buying our product.

BENEFIT

Consumers will know our product through posturing, advertisement in T.V etc.

very easily.

POSITIONING STATEMENT

To the people who wants to enjoy the different taste of cola from the usual

one in reasonable price. Tasty cola will give you the taste which you never

enjoy before and you will like it very much.


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ACTIVATION

BRANDING

BRAND

Brand is an idea with an identifying name, logo, designs all of which gives a

unique identity. The name of our products brand is Tasty cola which gives the

product a unique identity and this brand name differs our product from other

colas. Our product has its own logo and designs which makes our product

different from other products.

TRADE MARK

Trademark is a legal designation giving exclusive right on brand marks, names

etc. Our product has a trade mark which gives us a legal designation to use the

product name, design, logo etc.

BRAND EQUITY

Brand equity means the positive differential effect that knowing the brand name

has on customer response to the product or service.

Brands are more than just names and symbols. Brands represent consumers

perceptions and feelings about a product and its performance. So the brand

name has a very good impact on the customers and if the brands dont have a

good image on the customers then the product wont do well in the market. So it


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is very important for a new product to create a good brand image in the

customers. And to create brand image we have to do brand name awareness in

between the customers so that they know about our product. We have to create

the brand loyalty so that the consumers can believe in our product

BRANDDEVELOPMENT

EXISTING NEW

NEWBRAND

Here for our product we are following the new brand formula in the brand

development process. As our product is new for SQUARE and it has a new

brand name so this is new brand formula. And this formula is suitable because

SQUARE is a strong financed company. Square is really a well financed

company and they having the capability to carry on this new product for a long

period which will give them profit in the long run. The new brand formula is for

those companies which are big and have a good brand image in the market.

Those companies which are able to invest for long run are suitable for new brand

formula and SQUARE are capable to invest for long run. So for our product the

new brand formula is most suitable.

LINE EXTENSION BRANDEXTENSION

MULTIBRAND NEW BRAND


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PRICING

PRICE

Price is the amount of money charged for a product or service or the sum of the

values that consumers exchange for the benefits of having or using the product

or service.

PRICING STRATEGIES

There are two types of pricing strategies and they are

1. Market Skimming pricing,

2. Market penetration pricing.

For our product we are following the market penetrating method.

MAREKET PENETRATION

It means setting a low price for a new product in order to attract a large number

of buyers and a large market share.

We are following this because our product is new product and the market is very

competitive. So to entering the market successfully and to sustain in the market

we are following this method. As Square is a very big company and have a well

financial background so it can afford good quality products in low price. To

sustain in the market and get the market shares as quickly as possible Tasty

Coal is going to follow the market penetration formula.


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PRICING APPROACH

There are four kind of pricing approaches and we are going to follow the cost

based pricing and competition based pricing for our product.

COST BASED PRICING

We are going to do the cost based pricing because in the drinking segment the

demands fluctuate but the costs are well known. This means here we know about

the cost of production very well and we can easily fix up the price of the product

by adding the production cost and profit price per unit.

COMPETITION BASED PRICING

We are also considering the competition based pricing method. Because in this

method the arrived price would attain sales. It will give us a competitive

advantage and attack our competitors directly. It will give our product a

competitive price which will help it to get market shares quickly because

consumers always look for good products in low price. So if we give good quality

products in low price than obviously consumers will buy our product, which will

give us more profit and market share.


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CHANNEL MANAGEMENT

MARKETING CHANNEL

A set of interdependent organizations involved in the process of making a

product or service available for use or consumption by the consumer or business

user.

OUTLETS

Square is going to distribute the product in different types shops or outlets to

serve the product to the consumers. And the stores are

Superstores / Super malls --- AGORA, NANDAN, P.Q.S etc.

Fast food stores --- HELVETIA, DOMINOUS, and PIZZA

HUT, WIMPY etc.

University canteens --- N.S.U canteen, D.U canteen

(DUTCH) etc.

Local small shops --- local stores which is not big.

We chose this 4 kind of outlets because this types suits most in terms of our

product. Because our product is a cola drink which will be eaten by the young

peoples mostly. As we are doing the mass marketing formula in choosing the

target market so we are having our product in all types of market segments. We

choose four types of outlets for different reasons like --- we chose superstores

because now a days superstores are the most favorite place for most of the


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people. So if we put our product in the superstores then a huge number of people

will know and get the product and our product will be able to compete our

competitors. We put our product in the university canteens so that the students

can get the product easily and students are our big target market. So if we put

our product in the university canteens then it will be sold more and we will get

profit earlier than any where else. We are also giving our product to the local

shops so that all kind of peoples can get it easily and this will give us a big

advantage in creating our brand image as well as good profit.

NATURE OF DISTRIBUTION

There are three kind of distribution system ---

Intensive distribution

Exclusive distribution

Selective distribution

Square is going to follow the selective distribution method.

SELECTIVE DISTRIBUTION

The use of more than one, but fewer than all, of the intermediaries who are

willing to carry the companys product.

We are going to follow the selective method because of some reasons like---

Here we wont give our product to all of the distributors and

this will give us more control on the product price and quality.


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Because if we have less intermediaries than its easy to

control them.

Square has some very good distributors who are really expert

in this segment. These distributors work for Square mainly

and they are very strong in this part as they are distributing

the other products of Square successfully. These distributors

are able to distribute the products in all most all parts of the

country. So we dont need to do intensive distribution to make

our product available to all the peoples.

MARKETING CHANNELS

Marketing channel is very important for better supply and demand management.

There are three types of marketing channels

Direct channel distribution system

Indirect channel distribution system

Multi channel distribution system.

Square is using indirect channel system.

INDIRECT CHANNEL DISTRIBUTION SYSTEM

Indirect marketing channel is that channel which containing one or more

intermediary levels.

Square is using indirect channel distribution system which consists of retailers,

wholesalers, distributor, consumers etc.


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CHANNELCHART

We are using distributors, wholesalers and retailers to distribute our product in

the market. First we are giving our product to the selective distributors and then

distributors give the product to the wholesalers. Retailers are getting the product

from the wholesalers and they are serving the product to the customers. So

Square is following an indirect distribution method.

CHANNEL CONFLICT

Disagreement among marketing channel members on goals and rules that is who

should do what and for what rewards.

For indirect distribution system channel conflict is a big problem which can

damage the product a lot. Here different distributors are looking for selling the

product in different prices so the price goes up very much. Distributors,

wholesalers and retailers increase the product price to get more profit so the

product price becomes very high.

DISTRIBUTOR WHOLE

SALER

RETAILER CONSUMERCOMPANY


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To avoid this channel conflict we are following some techniques which are listed

bellow---

First of all we have fixed our product price so that the

distributors or retailers cant increase the price as there wish.

We have included the price in the packaging.

Then as we are doing selective method to do the distribution

so we wont have to control too much distributors. We will

have a very good influence and control on the distributors and

wholesalers and so the chance of conflict becomes low.

As we are giving permission to some distributors who are

friendly to us so it wont be big problem to control the price and

quality of the product.

COMMUNICATION PLAN

BUYER READINESS STAGE

The stages consumers normally pass through on their way to purchase, including

awareness, knowledge, liking, preference, conviction, and purchase.

Awareness Knowledge Liking

PreferenceConvictionPurchase


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AWARENESS

As our product is knew in the market so we have to make awareness in the first

step. We have to make the consumers aware about our product through

advertising, posturing etc. So to make the consumers aware we will do a lot of

advertising in the TV's, Radios, News papers etc. We will do campaigns in

different places like different universities etc so that people get interest on our

product.

KNOWLEDGE

We will do excessive marketing communication so that consumers can get idea

about our product easily. If the consumers get some knowledge about our

product then they will be interested to buy our product because of our products

features and good quality.

LIKING

We will have to do sampling so that consumers can know the taste of our

product. If consumers know about our products taste than they will start liking it.

PREFERENCE

If the consumers know about the product than they will know what is good in our

brand than our competitors brand and this will attract the consumers more

towards our product.

CONVICTION

If consumers know every thing about our product then they will believe that our

product is the best option for them.


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CONCLUSION

Square is going to introduce Tasty Cola in a very competitive market. The cola

segment of the market is very competitive than the other segments, so to get

good profit from this segment in first few years Square will do a very good

advertising campaign. Peoples usually keep interest on a new product in the

market and to get profit from this Square will try to attract these peoples. Square

is doing a huge marketing process to make Tasty Cola successful in the market

and get profit from this product as soon as possible. Square always stand for

ceaseless afford and they never stand still, slow down, stop thinking and

compromise with the product quality. They believe in using state of the art

technology to cope with the ever changing world. So Square will do what ever it

needs to make Tasty Cola successful in both short and long run.


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BIBLIOGRAPHY

1. www.square-bd.com

2. www.gogle-can.com

3. www.yahoo.com

APPENDICES

AGORA SUPER STORE SALES PERSON.

P.Q.S SUPER STORE SALES PERSON.

PRINCIPLES OF MARKETING PHILIP KOTLER.

tasty cola

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