REPORT ON LAUNCHING
OF NEW PRODUCT “Fresco”
ASA UNIVERSITY BANGLADESH
Topic: Report on Launching Of New Juice Fresco
Submitted To:
Mst. Momena Akter
Senior Lecturer
Faculty of Business
Submitted by:
Sl. No. Name ID
01. Nur Hossain 17-3-14-0044
02. Md. Rashed Khan 17-3-14-0045
Date: 22-12-2017
Contents of Marketing Plan
Part 1: Dedication
Part 2: Acknowledgement
Part 3: Executive summary
Part 4: Introduction
a) Vision statement
b) Mission statement
c) Company
d) Product
Part 5: Analysis
a) Current market situation
b) Objectives
c) SWOT analysis
d) Market survey
e) Marketing strategy
f) Basis of segmentation
g) Targeting
h) Marketing mix
Part 6: Implementation and control
a) Budgeting
b) Action programs
Part 7: Annexes’
a) Customer feedback survey
Respected Madam,
We are pleased to submit our report on the launching of new juice “Fresco” to you. We have tried our
best to come up to your mark by providing unique ideas and elegant presentation. We are thankful to
you for giving us an opportunity t o survey, analyze and enhance our knowledge.
Acknowledgement:
A work is never a work of an individual. We owe a sense of gratitude to the intelligence and co-
operation of those people who had been so easy to let us understand what we needed from time to time
for completion of this exclusive project.
We want to express our special gratitude towards Mst. Momena Akther, Senior Lecturer for giving
us such a unique project.
Last but not the least we would like to forward our gratitude to all the people who always endured us
and stood by us and without whom we could not have been envisaged the completion of our
project.
Executive summary:
This report explains the marketing plan for launching a fresh juice named Fresco. This product
has been made by NR Beverages and is approved from the Ministry Of Health. In the very
beginning of the report we explained the vision and mission statement of the company and we
have further carried out. It will be introduced in the market with the help of various
promotional displays and advertisement and distribution of the samples to the general public.
This report examines that this product is initially launches in Dhaka metropolitan areas
domestic market. The study includes both primary and secondary research. The primary study
focus on survey of the competitors and the likings and disliking of people. Through this
strategy company can penetrate in the market and can attract bulk of customers.
For this purpose we have conducted SWOT analysis of the company to see company’s
strengths, weaknesses, opportunities and threats. Then we have explained the purposes,
benefits, and objectives of the product. Then we have made the marketing mix strategy of
our product. We have divided market into different segments and decide to target kids,
youngsters, mature and old age persons.
We have also paid special attention to the packaging, color, and price of the product;
we have decided to place our product in Dhaka metropolitan area, especially in
departmental stores.
We will promote my product through electronic media, cable, and outdoor sources. We have
also conducted customer feedback survey to know the opinion of public about our product. So
that, we can develop it accordingly.
INTRODUCTION TO THE NR BEVERAGES
Company’s vision statement:
“Be the leader in the customer value”
Company’s mission statement:
“To set world class standard in the juice industry through providing a diverse range of high
quality juice products that are prepared. In accordance with the Islamic principles striving to
satisfy consumers’ tasks and needs and serving the society.”
THE NR BEVERAGES BUSINESS IN DHAKA METROPOLITON
AREAS:
NR Beverages will commence its business in Dhaka metropolitan area from October 2012. The factory
facility has been founded on 20 acre area of land in the Industrial Area of the city.
The factory is expected to match the demands of the product. We have ensured the installation of
modern, sophisticated and efficient equipment conforming to the very latest standards of “Goods
Manufacturing Practices”.
INTRODUCTION TO “ Fresco”
People started to perished under the scorching heat of summer in our country.
They need an energy drink to refresh themselves. The Fresco is a fresh juice product. It
provides energy and keeps fresh when people feel weak or tired from doing work.
It contains vitamins and proteins which is a useful energy source. Vitamins give freshness and
proteins are the energy cells that recharge the human body, so that they work their
maximum.
The students, employees and workers become tired due to the workers become tired due to the
work burden and sunlight which make them feel loose. They n e e d an energy drink that
makes them re- energize so they may be able to perform better again and feel fresh.
Slogan:
“The taste you desire”
Ingredients are:
Mango, orange, apple and mixed
Sugar
Ascorbic acid
Stabilizer
Preservative
Artificial flavor
Beta carotene
Current Market Situation:
Fresco is a fresh juice product that is going to be introduced in the domestic market of
Dhaka Metropolitan Areas. We are focusing to all levels of generation. The kids, youth, old
and over all families.
The price of the “Fresco” of moderate, because it is for everyone in the market.
Objectives:
Following are some of the objectives of the company;
To increase the 25% market share
To increase the length of product line i.e. its five now, we should increase it to 6
or 7 soon.
To increase profits
To face strong competitors i.e. like Pran and Akij
SWOT Analysis:
Strength
Weakness
Opportunity
Threat
Strengths:
Updated technology plant
Quality product
Specialists available for specialized jobs and tasks
Hire experienced staff
Medical insurance of employees
Pakistani made
Targeted to low and middle class people
Reasonable price
Expiry date above 6 months
Weaknesses:
New in juice industry
Small distribution network
Strong competitor
No market share
Limited experience of customers
Opportunities:
Increase the distribution network
Acquiring the newer technology and techniques
Market is very big and attractive
Takeover of the distribution
Threats:
Political instability
New entrance from the competitors
So many competitors
Retaining consumers
Economic instability
Increase of general sales tax
Development of plan
Our Competitors:
The Fresco is currently facing a competitive environment. Because the competitors of Fresco
are:
PRAN Frooto
Frutika
Mangolee
Product Review:
The Fresco is available in 250ml and 500ml size and available in different flavors like:
Mango
Orange
Apple
Pineapple
Mix fruit
Competitive Review:
Fresco Competitor:
The competitors of Fresco are more than 5. PRAN Frooto and Frutika are leading market
right now and other are far away from it.
PRAN Frooto and Frutika loyal customers over the years because they are very old and
customers are aware of their merits and demerits. The company’s first purpose is to compete
with the competitors having large market share.
The main competitors are;
PRAN Frooto
Product:
All Frooto juice is a product by PRAN RFL Ltd.
Qualities:
High quality availability
Standardized and attractive packing
Large promotion and market coverage
Available in various weights packing
Price:
Minimum price of juice is BDT 22.
Place:
PRAN Frooto has a 35% market share in Bangladesh
Promotion:
They promote their product through
Electronic media
Print media
FM radio
Sales promotion
Frutika
Product:
All Frutika juice is a product by Akij Food And Beverage Ltd.
Qualities:
Large promotions and market coverage
Large range of flavors
High availability
Price:
Minimum price of juice is BDT 22.
Promotion:
They promote their product through
Electronic media
Print media
Sales promotion
Place:
Frutika has a 45% market share in Bangladesh.
Marketing strategy:
The marketing strategy is based on positioning of the product in the mind of consumers.
Providing high quality juice to the customers
We will distribute our product on mass level to that we can maximize the profitability
Positioning strategies:
We want to put an image of our product in the consumers mind as compare to competitor’s
product. We want to target the kids, youth, old and over all families that have to work hard
and need to “Fresco” them is an instant.
Market Segmentation:
Fresco will have market segmentation on two bases;
o Geographical segmentation
o Demographic segmentation
Geographical segmentation:
The Fresco geographic target area is Dhaka Metropolitan Areas. Supplying product to all
areas of Dhaka, and have further divided the city into five zones.
Zone A: Gulshan
Zone B: Bonani
Zone C: Uttara
Zone D: Motijheel
Zone E: Dhanmondi
Zone F: Mirpur
Demographic segmentation:
Demographic segmentation is done on the basis of;
Age
Gender
Income occupation
Education
Lifestyles
Social classes
Family size
Market Targeting:
Steps involve in it are;
1) Evaluate market segments:
The segments have been selected need to be evaluated properly. For this three
points are considered that are:
Segment size and growth: it needs to consider the geographic and demographic segments
company has selected for introducing juice, the size of the segment where the juice is going to
be launched and its growth.
Segment structural attractiveness: it involves power of the buyers of the juice, suppliers
of the juice and its availability in the segment
Company’s objectives and resources: targeting s h o u l d b e done in a way so that the
company can achieve its targets with the resources it have
2) Selecting segments: the segments selected by the company for juice are:
Undifferentiated
Niche (concentrated)
Targeting:
Company will target following customers:
Kids
Youth
Mature
Youngsters
Marketing mix:
Product
Price
Promotion
Place
Product strategy:
Develop the long term relationship with the customers
Give values to the customers to delighting them
Do whatever it takes not to satisfy the customers but retain our customers
In order to accomplish this objective the company has established sales, marketing
and support terms
Product variety:
Our product would be available in following flavors:
Mango
Apple
Orange
Grapes
Mix fruit
Brand name:
The name which we have chosen for our product is “Fresco”
Quality:
High quality assurance would be our first priority. This would be ensured by:
Implementing high quality standards
Total quality management
Acquisition of the high quality raw material
Design:
“Fresco” is a sweet, refreshing juice with an eye catching pet bottle.
Features:
Here are some features of our
product
Fresh original fruit juice
Provides proteins and minerals
Provides vitamins
Beneficial for kidneys
Excellent in taste
Give freshness
Tetra pack protection packing
Packaging:
Product units are packed in modern pet bottle.
Pricing strategies:
Our pricing strategies for the product are for total cost which includes customs services and
other expenses. Pricing strategies usually changes as the product passes through its life
cycle. The price should be set at moderate level in order to attract a large number of buyers and
to gain large market share.
Amount in BDT:
The total per unit price for 250 ml bottle that we will offer as follow:
The cost of fruits BDT 5
Electricity BDT 3
Factory overhead BDT 4
Miscellaneous BDT 2
Retailer margin BDT 3
Profit BDT 3
Total price BDT 20
In accordance to our strategy we have decided to offer the product to the customers at the
price of BDT 20.The price is very much compatible and the offer is substantial enough to
attract a large percentage of market in very quick time.
Current Product New Product
Current
Market Market Penetration Strategy Product Development Strategy
New
Market Market Development strategy Diversification Strategy
According to this grid we are introducing new product in current market so we follow
Product Development Strategy.
Communication Strategies
Promotion:
Actually the promotion is a first step when we are launching a new product but we make
its strategies in last. We want to make a good product image in mind of customers, so that they
will buy only our product.
Criteria promotion:
a) Awareness
b) Knowledge
c) Likings
d) Preference
e) Purchasing
Main Sources of Promotion:
a) Electronic Media
b) Print Media
c) Billboard
Benefits:
Following are the additional benefits which are offered to the customers to give
them value:
a) Give 5 rappers and get one free juice bottle
b) Purchases ten juice bottle and get one bottle free
c) If you purchase a small crate of juice then you will able to participate in lucky
draw and you can win following prizes:
1. Instant cash back
2. Samsung Mobile
3. Laptop
Places:
Distributors Review:
To assure the availability of its product. ”Fresco” juice has established effective network of
registered dealers. The main target of this juice is in Dhaka City.
The end consumers would then purchases “Fresco” juice from retailer. The distributors are
the most reliable distributors in the region. They enjoy a flawless reputation combined with
business relations with numerous retailers in the Dhaka City and near sides. This has ensured
that “Fresco” will be made available all over Dhaka City.
MANUFACTUR
ER
CUSTOMER DISTRIBUTOR
RETAILER WHOLESALER
Budgeting:
Sl. No. Description Amount
1 Cost of land 250,00,000
2 Raw material 5,00,0000
3 Stationery 50,000
4 Office expenses 1,00,000
5 Furniture 5,00,000
6 Staff salaries 50,000
7 Freight inward charges 60,000
8 Repair and maintenance 150,000
9 Research and development 90,000
10 Technology 10,00,000
11 Marketing media expense 6,648,630
Total 38,648,630
Controls:
This is the main and last element of the marketing planning by using this we can check our
product standard by comparing it with our standards if there is any problem arrive in
marketing plan then it must be corrected
Three main functions are performed under this element of planning that is:
1. Measuring
2. Comparing
3. Correcting
Measuring:
We can check our marketing condition through measuring in which different types of tasks may
be performed like:
Survey:
Survey for future:
In order to learn whether people would like to buy or use our product, we have decided to
conduct a market survey in future so that we can assure that people likes our product or not.
Comparing:
In controlling process we compare our product with our standards.
Correcting:
If any problem occurs then correcting process will take place in which we found that from where
the problem will arises.
A Marketing Organization:
Fresco’s chief marketing officers, holds overall responsibility for all of the company’s
marketing activities. There are other subordinates with him to help the sales campaigns, trade
and consumer sales promotion, and public relation efforts.
Action Programs:
The Fresco will be introduced in May. Following are summaries of the action program we
will use during this summer session to achieve our stated objectives.
Step 1:
We will initiate 80,00,000 rupees trades sales promotion campaign to educate dealers and
generate excitement for the product lunch and provide sample crate to our selected product
reviews, opinion leaders and celebrities as part of our public relation strategy.
Step 2:
We will start integrate print/display/television campaign. The campaign will show how
many features the Fresco have for user to reenergize them.
Step 3:
As the juice advertisement continues, we will add consumer sale promotion by including them
to our messages. We will also support or retailer to increase our sales.
Step 4:
We plan to roll out a new advertisement having new views of customers through survey
who have used our drink which will help to promote our juice.
Customer
Feedback
Survey
NR Beverage
Fresco Juice
We hope you enjoyed the taste of Fresco ! To help us better serve you, please complete this survey and
return it to us at your convenience. Thank you!
Very Important Somewhat Important Not Important
Availability
Discount offered
Packaging
Price
Juice Range
How many times you take juice daily?
a) 1
b) 2
c) More than 2
d) None
Which juice you prefer to have?
a) Loose
b) Packed
At which brand you rely?
a) Frooto
b) Frutika
c) fresco
You like juice?
a) With sugar
b) Without sugar
What matters you most?
a) Taste
b) Quality
c) Price
How many points will you give to these products out of 10 points?
a) Frooto_____
b) Frutika _____
c) Fresco _____
Up to how much price can you pay for a 250ml juice?
a) BDT I5
b) BDT 17
c) BDT 18
d) BDT 20
Which flavor you like the most?
Ans:
Would you recommend our juice to your friends?
Ans:
Please rate the quality of our product…
a) Excellent
b) Good
c) Average
Thank You
