Business Plan

Of
A new flavored drink, under Coca-cola brand

Course Name: Introduction to Business (BUS 101)
Semester: Summer 2011
Section: 02
Prepared For:
Afnan Ahmed
Core Faculty, School of Business
Prepared By:
Md. Nasir Uddin Rasel : 100!"10!#0
Ahsan $aman : 100!%11!#0
&asmiha Rahman : 11%0!'0!00

North South University
11 August, 2011
&a(le of Contents
Contents.........................................................)a*e No.
1. Acknowledgement...................................................................................0
2. !"ecuti#e Summar$ ................................................................................0%
. &ur'ose o( t)e *e'ort...............................................................................0+
%. &roduct *e#iew........................................................................................0,
-arketing Strateg$:
+. .ur /arget -arket....................................................................................00
,. -arket Segmentation...............................................................................123
0. Com'etitors *e#iew 4 Situation............................................................3212
1. S5./ Anal$sis.....................................................................................1221+
3. %&6s o( marketing:
a. &roduct.......................................................................................1+211
7. &romotion...................................................................................13222
c. &rice............................................................................................222%
d. &lace............................................................................................2+22,
10. .ur Social 4 !t)ical *es'onsi7ilities......................................................20
11. Budget Statement.....................................................................................21
12. Conclusion................................................................................................23
*e(erences
2 2 2
ACKNOWLEDGEMENT
8irst and (oremost9 we would like to t)ank t)e Almig)t$ Alla) (or gi#ing us t)e moral
integrit$9 de#otion9 'atience9 and t)e a7ilit$ to carr$ out t)is com're)ensi#e researc)
oriented 'ro:ect.
5e are greatl$ inde7ted to our course instructor9 A(nan A)med (or gi#ing us t)e
o''ortunit$ to work on t)is 'ro:ect o( Coca2cola ;anilla. <er direction9
encouragement9 guidance9 in 'articular )as 7een in#alua7le (or t)e im'ro#ement o(
t)is 7usiness 'lan.
/)is re'ort )as ena7led us to a''l$ all t)at we )a#e learned in class and gi#ed us t)e
'ractical e"'erience o( making a 7usiness 'lan. It en)ance our knowledge in
-arketing9 on )ow to do t)e 7asic strategies and 'laning (or new 'roduct in t)e
market.
5e are also genuinel$ t)ank(ul to all our (riends and class mates9 w)o )a#e 7een co2
o'erati#e in e#er$ as'ect. All t)e ot)er grou' leaders )a#e also 7een e=uall$
su''orti#e. It was indeed 'leasura7le working in t)e (riendl$ en#ironment.
2 2
EECUT!"E SUMMA#$

Coca2cola is one o( t)e most 'o'ular drinks in t)e w)ole world and t)e most widel$
consumed 7e#erage in Sout) Asia t)e demand (or cool drinks in Banglades) is #er$
)ig). It>s one o( t)e oldest 7e#erages in our countr$ and we )a#e 7een drinking Coca2
cola (or generations. 5e )a#e =uite sta7le market demand (or Coca2cola in our
countr$. /)at>s w)$ it )as gi#en 7irt) to =uite a num7er o( giant 7e#erage
manu(acturers. 5it) a )ig) consumer 7ase com'etition is #er$ intense among 7rands
like &e'si9 0u'9 -iranda9 ;irgin9 -o:o9 ?emu9 8rutika9 *c Cola etc.
5e9 (Coca2cola) are 'lanning to launc) Coca2cola ;anilla in Banglades)9 w)ic) )a#e
not 7een 'roduced in Banglades) 7e(ore 7ut are a#aila7e in (oreign counties 7$ Coca2
cola Com'an$. 5e 7elie#e 'roducing Coca2cola ;anilla in t)is manner would 7e a <it
in Banglades). So we )a#e created a 7usiness 'lan (or t)is 'roduct. 5e )a#e gi#en t)e
descri'tion a7out t)e market9 our com'etitors and our 'roduct. 5e )a#e identi(ied t)e
S5./ anal$sis9 Budgeting and )a#e a''lied % & s o( marketing mi" and also )a#e
created a contingenc$ 'lan means a 7acku' 'lan9 i( some)ow our 'roduct (ails 'lan
@BA taken to kee' us in t)e market.
2 % 2
%U#%OSE O& T'E #E%O#T
.ur aim to make t)is 7usiness 'lan is to introduce a new 'roduct wit) old ingredients
in our countr$. Considering our current market situation we )a#e seen t)at t)e
7e#erage industr$ o( Banglades) is one o( t)e (astest growing local markets. In t)e
last one Beca$ed i( we (ollow t)e trend o( t)e 7e#erage industr$ we can clearl$ see
s)i(t in )ig)er demand (or di((erent 7e#erages and our industr$ )as grown since t)en.
Cuite a num7er o( di((erent local and (oreign so(t drink and (ruit :uice 7rands )a#e
7een introduced in Banglades). Around t)e same time line Banglades) 7e#erage
market )as e#en 7een a7le to set =uite a good demand (or t)e energ$ drink industr$.
Since 1330 t)e 7e#erage industr$ )as a 7oom in demand (or t)e a#aila7le drinks and
new inno#ations.
So we want to make a 7usiness 'lan (or Coca2cola ;anilla a new (la#ored drink in
Banglades). It increases t)e sales o( t)e o#erall Coca2Cola Com'an$ and we can
assure t)at 'eo'le will 're(er it.
2 + 2
%#ODUCT #E"!EW
.ur Coca2cola ;anilla will 7e a new cold (la#ored drink and it will )a#e t)e
nutritional 7ene(its along wit) t)e re(res)ment o( so(t drink. It will 7e 'resented in
(unk$ and e$e catc)ing 7ottle and will 7e in a read$ to drink (ormat and will o((er
di((erent (la#ors like ;anilla coke9 Biet coke #anilla and Coke #anilla Dero.
2 , 2
Marketing trategy:
Our T(rget M(r)et*
/o reac) t)e target market9 we work t)roug) a num7er o( ste's to identi($ our
'otential customer. As we are launc)ing an inno#ati#e new (la#ored drink in
Banglades). Be(ore launc)ing Coca2cola #anilla we )a#e identi(ied w)et)er t)ere is
an$ needs or want (or t)is 'roduct. /)e need identi(ied 7$ us is c)illed instant suc) a
drink9 w)ic) is needed to cool down t)e )eat scorc)ing to sun and gi#e re(res)ness
and satis(action to our customers. As t)e weat)er o( our countr$ is mostl$ warm and
)ot9 w)ic) lasts around 1 to 3 mont)s9 remem7ering t)is )ot and )umid condition o(
our countr$9 we )a#e t)oug)t t)at t)is 'roduct will 'er(ectl$ (it in our countr$. /)is
'roduct will 7e mainl$ used 7$ t)e $out) o( our countr$ as cold drinks are 'rimaril$
demanded in t)is market and so we )a#e identi(ied t)em as our target market. /)e
$out) is around )al( o( our 'o'ulation and t)e growt) o( t)is 'o'ulation is also #er$
)ig). So our 'roduct will automaticall$ 7ecome success(ul i( we can in(luence t)em.
-ore o#er t)e earl$ ado'ters are mostl$ (rom t)is grou'9 so we will target t)e earl$
ado'ters as t)e$ will in(luence ot)ers to 7u$ our 'roduct. In recent $ears demand (or
'roducts wit) o'timiDe 'roducti#it$ and less time consum'tion )as increase
signi(icantl$ or we can sa$ t)at demand (or con#enience 'roducts in t)e (ood and
7e#erage industr$ w)ic) are accessi7le and readil$ a#aila7le )as increase signi(icantl$
in recent $ears. As our target market are mainl$ students and new 'ro(essional w)o
leads a 7us$9 consum'ti#e and )ectic li(est$le our 'roduct will easil$ matc) t)eir
li(est$le. /oda$ most o( t)e 'eo'le are )ealt) conscious9 our 'roduct is mainl$ made
(or t)em as it )as nutritional 7ene(it. In addition we will o((er t)em di((erent kinds o(
(la#ors in t)e (orm ;anilla coke9 Biet coke #anilla and Coke #anilla Dero9 w)ic) will
gi#e t)em more o'tion to c)oose t)e (la#or w)ic) t)e$ like. So our new 'roduct is
mainl$ made (or toda$>s generation t)at lo#es to en:o$ t)eir li(e at (ullest and c)ill
out. Instant re(res)ment is $ours at an$ time wit) our 7e#erage.
2 0 2
M(r)et Seg+ent(tion*
5e )a#e decided to segment t)e consumer market in order to meet consumer needs in
an e"clusi#e wa$. 5e )a#e segment t)e market in t)e (orm o( demogra')ic9
geogra')ic9 's$c)ogra')ic and 'roduct related. /)e ta7le 7elow s)ows t)e
segmentation 'arts.
1. Eeogra')ic
*egion B)aka9 C)ittagong9 S)$let9 F)ulna as
we will target t)e metro'olitan cities.
Bensit$ -ainl$ ur7an 'o'ulation o( t)e 7ig
cities.
Climate An$9 s'eciall$ )ot weat)er.
2.Bemogra')ic
Age 102%0
Eender -ale and (emale.
Income A7o#e 12000 taka.
.ccu'ation Students9 'ro(essionals 4 ot)er
general 'eo'le.
.&roduct *elated
.ccu'ation An$
Bene(it soug)t Con#enient means eas$ to take out9
nutritional 7ene(its means )ealt)ier
t)an ot)er9 so(t drinks9 eas$
a#aila7ilit$9 o((er in di((erent (la#ors
and 7rand 'ower o( Coca2cola.
User status *egular users9 (irst time user9
'ro(essional users and 'otential user
will 7e t)e 'eo'le w)o )as enters
teem.
Usage rate Seasonal ('eak in summer)9 dail$
7asis9 weekl$ 7asis.
?o$alt$ status *o$al Stage.
Attitude towards 'roduct Eood 4 attracti#e.
Social class ?ower middle class9 middle class9
u''er middle class9 u''er class.
?i(est$le -ost o( t)em are student w)o de'end
2 1 2
%.&s$c)ogra')ic
on 'arents9 no ma:or res'onsi7ilities9
acti#e and outgoing li(e )ig)l$
in(luence 7$ 'eer grou's.
&ersonalit$ Brand conscious9 anc)ors in 'o'ular
culture9 o'en minded9 #er$ tolerant
towards internationalism9 =uick
maturation wit) new modern 'roduct.
Co+,etitors revie- . situ(tion*
/)oug) t)e esta7lis) com'anies running t)eir 7usiness (rom man$ $ears and t)e$
contri7uting in market s)ares #er$ well9 consumers alwa$s wants inno#ati#e 'roducts.
As we are introducing a new 'roduct in t)e market9 we dont )a#e an$ ot)er 'roducer
'roducing t)e same 'roduct. But our 'roduct )as a (ew com'etitors wit) in t)e
7e#erage industr$ w)ic) )as =uite di((erent 'roducers o( (ew di((erent 7e#erages. .ur
concern is so sta7lis) our 'roduct in a com'itati#e market w)ere ma"imum market
s)ares are taken 7$ t)e (ollowing 7e#erage 'roducers o( Banglades):2
1. /ranscom Be#erage (&e'si9 0u'9 -irinda)
2. &arte" Be#erage ?imited (*C Cola9 ?$c)ena)
. Aki: Erou' (-o:o9 ?emu9 8rutika)
%. Agriculture -arketing Com'an$ ?imited (&ran)
+. Al2 amin 7e#erage com'an$ ?imited (c)easer9 ?amon9 /)under)
2 3 2
,. Elo7al Be#erage ?imited (;irgin)

Co+,etitors Des/ri,tion*
1. /ranscom Be#erage 'roduces o( &e'si. &e'si is one o( t)e oldest 7rands in
Banglades). &e'si (irst arri#ed in B)aka in 130, wit) t)e cola2(la#ored &e'si9 t)e
clear2(la#ored 0u'9 t)e orange2(la#ored -irinda9 later introduced t)e mango2(la#ored
Slice and t)e most (a#ourate drink o( t)e tout) -ountain Bew. -ost o( t)e /ranscom
7e#erage 'roducts )a#e )ig) a#aila7ilit$ in t)e market and is direct com'titor o( giant
like ours(Coca2Cola). /ranscom Be#erage ?td. wit) 2.%%G market s)ares is
second in market. /ranscom 7e#erage )as gra7ed t)e market o( ma"imum
local (ood c)ain like B8C9 88C and international (ood c)ain F8C and &iDDa
<ut w)ic) are (ranc)ised 7$ /ranscom 8oods.
2. &arte" Be#erage ?imited 'roduces o( *C Cola9 *C ?emon and *C .range. /)e
*o$al Crown 7rand managed 7$ &arte" are e#en )a#e -arket s)are o( 1.00G w)ic)
is =uite 7ig9 as t)e$ sell t)e same t$'e o( so(t drink like t)e Eiants.
&arte" Be#erage is not 7ig t)reat com'aired to ours(Coca2cola) and &e'si.
. Aki: Erou' 'roduces -o:o (is a cola (la#oured so(t drink) and 8rutika (Hucie w)ic)
deli#ers t)e 'romise o( no 'reser#ati#es. and comes in a num7er o( (la#ours like
-ango9 Era'e9 *ed orange9 -i"ed (ruit). Aki: is a local 'roduct and 7eing a new
com'an$ t)e$ )a#e gra7ed a market s)are o( a7out 0.,G. /)e$ )a#e strong
marketing cam'ain )and 4 strong 7rand recognision in Banglades).
%. Agriculture -arketing Com'an$ ?imited 0%#AN1 is t)e (irst local 7rand to sta7lis)
mango :uice as a local com'an$. /)e$ )a#e a #er$ strong 7rand image and market
s)are in B)aka 4 t)e out side o( B)aka. .#er all it )as a market s)are o( is %.22G.
2 10 2
+. ;irgin is renowned worldwide t)roug) its 7rand name. It was introduced in our
countr$ 7$ Elo7al Be#erages ?td and Elo7e So(t Brinks ?imited 'roducer o( U*.
cola and U*. lemon )a#e #er$ in signi(icant market s)are o( 0.0G com7ined.
,. Al2 amin 7e#erage com'an$ ?imited is also a local 7rand w)ic) 'roducing di((erent
kinds o( cold drinks like ?amon9 C)easer9 and /)under. .#erall it )as a market s)are
o( is 1.%1G.
Com'etitors -arket S)are
2 11 2
Note: Coca2cola is not our com'etitor. 5e s)ow it in t)e c)art :ust 7ecause to s)ow
its market s)are and our 7rands 'osition also.
SWOT An(2ysis
A swot anal$sis is an organiDed a''roac) to a accessing a com'an$>s internal strengt)9
weakness9 its e"ternal o''ortunities and t)reats. Swot is an acron$m (or strengt)s9
weakness9 o''ortunities and t)reats. /)e 7asic 'remise o( swot is t)at internal and
e"ternal realit$ c)eck t)at will lead us to accom'lis) our o7:ecti#es.
2 12 2
/)e internal and e"ternal situation anal$sis can 'roduce a large amount o(
in(ormation9
muc) o( w)ic) ma$ not 7e )ig)l$ rele#ant. /)e S5./ anal$sis can ser#e as an
inter'retati#e (ilter to reduce t)e in(ormation to a managea7le =uantit$ o( ke$ issues.
/)e S5./ anal$sis classi(ies t)e internal as'ects o( t)e com'an$ as strengt)s or
weaknesses and t)e e"ternal situational (actors as o''ortunities or t)reats. Strengt)s
can ser#e as a (oundation (or 7uilding a com'etiti#e ad#antage9 and weaknesses ma$
)inder it. B$ understanding t)ese (our as'ects o( its situation9 a (irm can 7etter
le#erage its strengt)s9 correct its weaknesses9 ca'italiDe on golden o''ortunities9 and
deter 'otentiall$ de#astating t)reats.
Strength*
1. 5e are multinational manu(acturer in Banglades) alt)oug) giants like &e'si
are 'roducing man$ drinks world wide t)e$ )a#en>t introduced ;anilla (la#or
in Banglades).
2 1 2
2. It is 'orta7le so 'eo'le can easil$ carr$ it wit) t)em w)ere e#er t)e$ go.
. Strong *4B s$stem.
%. Strong Brand image.
+. 5e will o((er #ariet$ o( (la#ors like ;anilla coke9 Biet coke #anilla and Coke
#anilla Dero.
,. It is an antio"idant drink w)ic) is #er$ )ealt)$ as it contains )al( t)e calories
o( an$ ot)er so(t drink.
0. A set o( 'ermanent and lo$al customers.
1. -aintaining Strong !t)ics
We()ness*
1. -ore su7stitute so(t drink 'roducts like &e'si9 0u'9 *c cola etc.
2. /)e demand is not so )ig).
. As it is a new 'roduct distri7ution will 7e discouraged to kee' t)e 'roduct in
t)eir stored due to near awareness.
%. As we are going to introduce new (la#or drinks9 t)ere mig)t )a''en some
'roducing or distri7uting 'ro7lems.
+. Eo#ernment inter#ention in e"'ansion leading t)e 'rocess to 7ecome tedious.
,. Allocati#e ine((icienc$ o( resources.
O,,ortunities*
1. <uge market w)ic) is essential is increasing as t)e 'roduction is increasing.
2. New 'roducts in Banglades) market will ca'ture earl$ ado'ters.
2 1% 2
. /)ere is a increasing trends towards )ealt)$ (ood.
%. Non car7onates drinks are t)e (astest growing 'art o( t)e industr$.
+. In t)e long run t)ere is lucrati#e market (or Coca2cola ;anilla.
,. &eo'le ma$ like to drink di((erent (la#ored #ersion o( Coca2Cola9 so t)e$ can
7u$ it as su7stitutes.
0. Increasing demand in local and international market.
1. !"'and &roduct ?ine
Thre(ts*
1. Strong com'etitors can easil$ enter t)e market.
2. &eo'le (ind to )ard to acce't a new 'roduct.
. It is =uite )ard to 'romote ;anilla (la#or due to illiterac$ o( Banglades)i
'eo'le.
%. &olitical Insta7ilit$.
+. -a:or Com'etitors taking awa$ skilled worker 7$ 'a$ing )ig)er wages.
,. In(lation
The &our %3s o4 M(r)eting Mi5*
1. Product
Coca2cola )as enters t)e Banglades) market wit) a new 'roduct Coca2cola ;anilla9
w)ic) will add new inno#ation to t)eir 'roduct line.
2 1+ 2
Core product :
Coca2cola ;anilla in a 're 7ottle and 're canned9 in read$ to drink (ormat.
Actual Product:
&roduct 8eatures: It is a new (la#ored drink w)ic) will come in di((erent (la#ors like
;anilla coke9 Biet coke #anilla and Coke #anilla Dero.It is a )ealt)$ nutritious and
re(res)ing drink w)ic) will 7e a#aila7le in a read$ to drink (ormat in 7ottle and can. It
is 7ene(icial to $our )ealt) as it contains anti o"idant 'ro'erties9 Sodium9
Car7o)$drates and it contains less t)an )al( o( t)e calorie.
I
!utrition Facts
Augmented product:
&eo'le can call us to gi#e (eed7ack a7out our 'roduct (or t)is reason we will assign a
s'ecial de'artment. 5e will launc) a we7site w)ere customers can s)are 'ro7lems9
gi#e (eed7acks9 make us understand our de(ects9 (laws and gi#e us inno#ati#e 'roduct
ideas.
2 1, 2
A#erage =uantit$ &er 12 oD
(J++ m?)
&er 100
m?( J.% oD)
!nerg$ 1+0 calories %% calories
&rotein 0 g 0 g
8at9 total 0 g 0 g
Saturated 0 g 0 g
Car7o)$drates %1. g 11.0 g
Sugar %0.3 g 10.3 g
Sodium + mg 10 mg
6r(n7ing o4 %ro7u/t*
Brand Equity:
.ur 'roduct Coca2cola ;anilla )as a strong 'ositi#e di((erential e((ect. 8rom t)e 7rand
name Coca2cola as we alread$ )a#e so man$ e"isting 'roducts in t)e market9 w)ic) is
considered to 7e t)e 7est =ualit$ 7e#erage )as 7een )ig)l$ recognised 7$ t)e customer
(or its sustaina7le taste. <a#ing so man$ 'roducts is a )uge ad#antage as t)e
customers 'ece'tion and (eeling a7out Coca2cola is (a#oura7le to us. .ur ot)er
ad#antege is t)at Coca2cola is internationall$ recognised 7rand9 w)ic) itsel( )as a #er$
intence 7rand e=uit$ in Banglades).
Brand position
As our target market is t)e $out) o( Banglades)9 we )a#e decided to 'osition our
'roduct to 7e a re(res)ing and cool drink (or t)e customers to c)ill wit).
.ur cam'aing slogan is 8#e-(r7 $our Curiosity9:
As we9 Coca2cola )a#e t)oug)t a)ead and 7roug)t a new 'roduct in t)e market we
want to set an image in our customers mind t)at9 t)e$ can t)ink a)ead i( t)e$ drink it.
A sucess(ul 7rand 'ositioning can )ig)l$ attract t)e $out) to (ind Coca2cola ;anilla is
not :ust a re(res)ing 7ut moti#ation drink.
Brand name and sponsorship
5e alread$ )a#e a known logo and name o( our 7rand in t)e market9 w)ic) is )ig)l$
recognised as we )a#e mentioned 7e(ore. As Coca2cola ;anilla is a new 'roduct9 4
we )a#e 7rand image o( Coca2cola so9 we will surel$ launc) our 'roduct as a
manu(acture>s 7rand.
2 10 2
Brand extension
.ur 'roduct is a 7rand e"tention. As Coca2cola is an e"isting 7rand w)ic) intoduces a
new modi(ied (la#or o( drink9 in a new catagor$ o( 7e#arage.
Packaging
Coca2cola ;anilla will 7e a#aila7le in 7ot) cans and 7ottles. Cans will 7e a#aila7le in
0ml9 7ut 7ottles will 7e a#aila7le in #aried siDes (++0ml9 0ml). Bottles will 7e
colored according to t)eir (la#ors. /)e la7el on t)e 7ottles will )a#e in(ormation on
t)e amount9 e"'ir$ date9 manu(acturing date9 nutrition (acts9 certi(ications9
ingredients9 contact in(o9 logo o( t)e 7rand and 'icture according to t)e (la#ors.
Laeling:
.ur 7ottle and can will include t)e name o( Coca2cola ;anilla and its logo. It will
also consist Ingredients9 nutritional 7ene(it9 weig)t and e"'ire date. It will also consist
o( t)e name o( t)e manu(acturer o( t)e 'roduct.
2 11 2
!. Promotion:
Communication o( t)e #alue created 7$ t)e com'an$ is #er$ im'ortant. In our #iew
t)is stage is t)e trickiest stage o( t)e entire #alue creation 'rocess. It is also e=uall$
im'ortant to gi#e im'ortance to communicate t)e #alue 'ro'osition like de#elo'ing a
good 'roduct9 'ricing and distri7uting it attracti#el$. /)e entire e((ort o( creating
#alue will go down i( t)e communication is not done 'ro'erl$ to t)e target consumers
or e#en worse w)en t)e consumer gets a wrong message. So it is e"tremel$ to know
$our 'romotional o7:ecti#es9 create a 'romotional strateg$9 select t)e media.
P"#$#%&#NAL #B'EC%&(E):
1. /o initiate strong awareness a7out t)e launc) o( Coca2cola ;anilla t)roug)out t)e
countr$.
2. /o create interest among target consumers.
. /o win more market s)are o#er our com'etitors.

P"#$#%&#NAL )%"A%E*+:
Initiall$ w)en our 'roduct will enter t)e market we will )a#e to use mass 'romotion
(or our 'roduct to grow awareness and create interest among target market. /o do t)is
we will )a#e to )ea#il$ use our di((erent -edias. 5e will )a#e to )ig)l$ ad#ertise in
/; commercials9 7ill7oards9 news'a'er9 internet9 outdoor etcK we will )a#e to do t)is
so t)at consumer @(ind us w)ere#er t)e$ lookA and we will s'onsor social e#ents to
create a good image towards 'eo'le. As it is a new 'roduct so we will )a#e to
strongl$ 7uild our image in t)e mindset o( t)e consumers. <ig) 'romotional strateg$
s)ould 7e consider (or long time9 we will )a#e t)e o''ortunit$ to 7oost marketing our
'roduct in t)e u'coming /20 cricket world cu' e#ent so t)at our sales #olume
increases and we automaticall$ gain t)e recognition (rom t)e 'eo'le. &eo'le (rom
di((erent countries will come in Banglades) (or t)e world cu' and as Coca2cola is a
glo7al 7rand so t)e (oreigners will also 7u$ as t)e$ trust t)e 7rand name o( Coca2cola.
/o create awareness and interest we will s'onsor t)e /20 cricket world cu' and ot)er
e#ents w)ere a large num7er o( #iewers will 7e 'resent9 t)is will 7e a #er$ strong
2 13 2
'romotional acti#it$. 5e also 'romote t)e new 'romotional strateg$ in internet9 like
Banner ads9 'o'2u' ads9 're2roll #ideo ads9 searc) marketing etc.
Promotion $ix
5e )a#e 7lend all t)e 'romotional tools t)at we will use to 7uild customer
relations)i' and 'ersuasi#el$ communicate customer #alue. /)e$ are:
1. Ad#ertising.
2. Sales 'romotion.
. &u7lic relation.
%. &ersonal selling.
Ad,ertising:
At 'ast ad#ertising means onl$ tele#ision 7ut now it )as s)i(t to mass marketing like
magaDine9 news'a'er9 internet9 radio etc. alt)oug) im'act (or tele#ision )as decreased
7ut still it is t)e most 're(era7le ad#ertising media 7ecause )ere $ou can reac) a mass
customer wit) onl$ 1 single message 7ut still ot)ers a 'la$ im'ortant role .
$edia strength:
Output Example
/ele#ision Bangla ;ision9 Nt#9 Atn 7angle9 C)annel I9 !t#9 Bt#9 etc.
*adio *adio (oorti9 *adio Amar9 ABC *adio 4 *adio /oda$.
-agaDine Bail$ star9 Unmad9 etc.
News'a'er Bail$ Faler Font)o9 Bail$ &rot)om Alo9 Itte(a=9 Hugantor9
Inde'endent9 Bail$ Star etc.
Internet 8ace 7ook9 7d :o7s.com9 click 7d.
Bill7oard Basund)ara Cit$9 BU9 NSU9 AIUB9 !5U etc.
2 20 2
5e will use t)ese tele#ision ad#ertisement in 7etween news9 realit$ s)ows9
cricket matc)es 7ecause at t)ose times a mass #iewer watc) /;.
*adio is t)e 2
nd
most 'o'ular ad#ertising media in our countr$. As t)ere are
(ew radio c)annels our $oungster are )ea#$ radio listener.
5e will 'u7lis) our ad#ertise on news 'a'er mostl$ in s'orts and
entertainment 'age as our target market is $oungster and t)e$ o(ten read onl$
t)ose two 'age. 5e will )ea#il$ 'u7lis) ad#ertise on 8rida$ as more 'eo'le
read news 'a'er on t)is da$ as t)e$ notice our ad#ertisement.
5e will 'u7lis) at dail$ star and unmad magaDine 7ecause t)ese two
magaDines is most 'o'ular magaDine 7$ our target markets t)e $oungster.
5e will ad#ertise at (ace 7ook 7ecause t)is is 'o'ular in our countr$ and its
demand is increasing da$ 7$ da$ as more and more 'eo'le going in (ace 7ook
so t)is is as e((ecti#e as tele#ision ad#ertisement and we can e#en create a (ace
7ook social game to increase our 'o'ularit$. 5e will also ad#ertise at
7d:o7s.com as it was t)e most 'o'ular :o7 site in Banglades).
#utdoor:
5e will ad#ertise 7ig 7ill7oard and social 'laces w)ere it will 7e easil$ noticea7le. 5e
will use 7ig 7ill7oard in (amiliar s)o''ing malls like Bas)und)ara cit$ so t)at it will it
get notice easil$ 7$ t)e lot o( 'eo'le w)o go o#er t)ere9 to' uni#ersities like NSU9
BU9 AIUB9 !5U as our 'rime target market are t)ere. So t)e$ can notice our 'roduct
w)ic) will )el' t)em to know a7out our 'roduct and encourage t)em to 7u$ it.
2 21 2
Personal )elling:
It is #er$ e((ecti#e as )ere we can )a#e di((erent outlet wit) t)e retailers. In 'ersonal
selling we will mainl$ 'ersuade (amous (ood 7rands in Banglades) like B8C9 88C9
Ca'tains world9 5estern grill and all t)e (amous lounges as $oungster mainl$ go o#er
t)ere. 5e will 7e attracting t)ose (ood 7rands and lounges 7$ gi#ing t)em discounts i(
t)e$ can accom'lis) a goal. 5e will gi#e t)em +G discount as t)e$ can sell our
'roduct ,20 da$s to encourage t)em to kee' our 'roduct.

Pulic "elation:
&u7lic relation is 7elie#er and seems to 7e more real and 7elie#a7le t)an ad#ertise
7ecause t)e message o#er )ere gets as news rat)er t)an dela$ ot)er communication.
8or t)is we )a#e to do 'ress con(erence9 s'onsors)i' cultural e#ents. At our
introduction stage we )ere to do 'ress con(erence so crude in t)e mindset o( t)e
consumers we e"ist9 we will s'onsor 7ig e#ent like we are 'lanning to s'onsor #arious
kinds o( realit$ s)ows and ot)er cultural e#ents w)ic) )as lot o( #iewers. /)is will
automaticall$ in(luence t)e 7u$ers to 7u$ our 'roduct as t)e$ will 7e attracted 7$ our
'roduct.
)ALE) P"#$#%&#N:
Sales will 7e 'romoted 7$ encouraging sam'ling9 contests etc. 8or e"am'le t)e target
segments will 7e gi#en (ree sam'les like we will do 'romotional cam'aign in to'
uni#ersities across t)e countr$ and to' sc)ool were we will gi#e t)em (ree sam'ling
(or :ust 2 da$s t)ere we will encourage students to 7u$ our 'roduct9 t)e$ will 7u$ our
'roduct as t)e$ will not loose an$t)ing. Alt)oug) t)e cost is #er$ )ig) in t)is 'rocess
7ut t)e re#enue we will earn w)en t)is 'eo'le will 7u$ our 'roduct at t)e normal 'rice
will 7e #er$ )ig) com'are to t)is cost.
2 22 2
-. Pricing:
Price )trategy:
.ur 'roduct strateg$ will 7e a cost27ased one. 5)ic) means t)e cost o( making wit)
t)e target 'ro(it margin will accumulate our 'rices o( t)e range o( 'roducts. .urs is a
'ro(it oriented a''roac). 5e will set our 'rices so t)at our cost are dealt wit) we
ac)ie#e our target 'ro(it means our main mission is to co#er2u' our cost and earn
)uge re#enues so t)at we can earn a )uge 'ro(it
Prices:
5e are c)arging di((erent 'rices (or di((erent 'roduct (orm and siDe. 5e are intending
to ac)ie#e a 'ro(it margin o( %0G in our ++0 ml 7ottle.
.ur initial 'ricing will start at + taka (or ++0 ml 7ottle and our cost to 'roduce t)at
7ottle comes to taka 2+.
?ikewise our 0 ml 7ottle will 7e 'riced at 2+ tk wit) a cost o( 10 taka 'er unit.
As (or our can range o( ;anilla (la#or we are o'ting (or 220ml can at 22 taka wit) a
1+ taka cost o( 'roduction. I( we manage to 'ull t)ese costs at our target sale9 we can
ac)ie#e our target 'ro(it. A(ter setting our 'ricing strateg$ we will )a#e to consider
ot)er 2 (actors w)ic) are to 7e considered as
1; Competitors Approach*
&rice o( 'otential su7stitutes and com'etitors can also 7e 'art o( our strateg$. As we
are com'eting in a mono'olistic com'etiti#e so(t drink market9 so our main motto is
'roduct di((erentiation. .ur di((erentiation is t)at we will o((er re(res)ment wit)
nutritional 7ene(its9 so we will )a#e to c)arge a )ig) 'rice t)an our com'etitors9
7ecause )a#ing a 'rice make customer aware o( our additional 7ene(its and )ig)
2 2 2
=ualit$. But still we can>t c)arge a 'rice w)ic) is too )ig) com'are to our com'etitors9
7ecause t)e com'etitors will 7e attract 7$ too muc) 'ro(it and will c)arge lower 'rice
w)ic) will create a 'ro7lem (or us.
2; Consumer .emands*
It is a crucial (actor w)ic) is dri#en 7$ taste9 income and a#aila7ilit$ o( similar
'roducts at di((erent 'rices. 8or a lot o( customer )ig)er 'rice means )ig)er #alue9 so
it will su''ort our 'ricing strateg$. Conse=uentl$ our intention to 'osition our 'roduct
as a new9 uni=ue9 and attracti#e 'roduct gi#es us a certain control o#er t)e 'rice o( t)e
'roduct.
%ri/ing Str(tegy
2 2% 2
Product
Type
Cost of
production
per unit
Proft
Margin
Total
550 ml
Bottle
25 Tk. 40% 35 Tk.
330 ml
Bottle
17 Tk. 40% 25 Tk.
220 ml Can 15Tk 25% 20 Tk.
/..istriution 0Place1:
It is not 'ossi7le (or us to sell our 'roduct directl$ to consumers. So9 (or t)is reason
we will )a#e to create a marketing c)annel means a set o( inde'endent organiDation
t)at will )el' our 'roduct a#aila7le (or consumers. 8or distri7uting to our consumers
intermediaries like main distri7utor to mass retailers and w)ole sellers are needed w)o
will use t)eir contacts9 e"'erience9 s'ecialiDation and scale o( o'eration will create a
greater e((icienc$ in making goods a#aila7le to target consumer.
.istriution o2ecti,es:
.ur distri7ution o7:ecti#e is to ma"imiDe our market co#erage. /o accom'lis) t)is we
will )a#e to use a wide distri7ution network in t)e main ur7an metro'olitan cities in
Banglades) so we will )a#e to use intensi#e distri7ution in some selected cities. 5e
will distri7ute in t)e (ollowing cities or Bi#isions:
B)aka2+0G
C)ittagong220G
.t)ers ( S)$let9 F)ulna9 *a:s)a)i9 Baris)al9 4 *ang'ur )20G
In t)ese ma:or cities t)e com'an$ )as its ware )ouses and (rom ware)ouses it is
distri7uted to our com'an$ distri7utors w)o will su''l$ w)olesalers and large
retailers (like -eena BaDar9Eenius etc ). /)e large retailers will directl$ sell to t)e
customer9 and t)e w)olesaler will distri7ute to t)e retailers and ultimatel$ (rom
retailers it will reac) to (inal consumers. Alt)oug) most o( t)e transaction wit) our
distri7utors will 7e on cas) 7asis9 7ut we ma$ gi#e credit and allowance to some
ma:or 'ro(ita7le distri7utors to maintain good relation wit) t)em. .ur 'roduct will
mainl$ 7e distri7uted in su'er markets9 con#enience stores9 inde'endent (ood stores9
s)o''ing malls and we will also distri7ute in some (amous Banglades)i (ood 7rands
like B8C9 5estern Erill9 <el#etia9 Ca'tains world and to' uni#ersities like BU9 NSU9
2 2+ 2
IUB AIUB and ot)er educational institutes canteens as our target market are mainl$
$oungsters. /)is c)annel s)ould )el' us to earn )uge re#enue.
.istriution Channels:
2 2, 2
%ro7u/er
%ro7u/er
Distri<utor
Distri<utor
L(rge #et(i2er
Who2es(2er
Who2es(2er
#et(i2er
#et(i2er
Custo+er
Custo+er
Custo+er
Custo+er
Our So/i(2 . Ethi/(2 #es,onsi<i2ities
Coca2cola (ollows a Com'an$ Code o( Conducts wit) t)e commitment o( )ig) et)ical
standards9 t)at we will also (ollow suc) et)ical deeds9 w)ic) includes:
No C)ild ?a7or (7elow11$ears)
No Biscrimination (Eender9 age9 se"9 race9 'olitical 7elie(s9 maternit$ status9
religion9 etc)
No (orced ?a7or.
*ig)ts to t)e em'lo$ees.
-inimiDing our im'act on t)e en#ironment.
Sa(e and )ealt)$ work 'lace.
8ree o( )arassment9 a7use or cor'oral 'unis)ment.
Standard <ours o( 5orkL.#ertime.
Secured !n#ironment and
8air 5ages
Coca2cola is not onl$ (ollowing economic res'onsi7ilities and legal res'onsi7ilities
7ut (ollows )ig) et)ical standards and also contri7utes remarka7l$ 7$ carr$ing out
')ilant)ro'ic res'onsi7ilities (or social wel(are o( t)e 'eo'le and communit$ at large.
5e will esta7lis) a -os=ue ad:acent to t)e (actor$ 'remises (or t)e em'lo$ees and t)e
local communit$. /)is massi#e contri7ution will ser#e t)e communit$ (or a longer
'eriod o( time and t)us it can 7e termed as a strategic ')ilant)ro'$ o( our com'an$.
-oreo#er we will (ollow cor'orate social ')ilant)ro'$ suc) as organiDing and
s'onsoring s'orts e#ent. 5e will s'onsor t)e u'coming #arious cricket e#ents.
5e 7elie#e in wel(are ma"imiDation and t)ere(ore our com'an$ (its 'er(ectl$ and
com'letes t)e % 'arts o( Arc)ie Carroll>s CS* -odel.
2 20 2
Coca!cola +anilla Co.
Bud*et Statement of %01%
,nflo-.s :
/itles 2012
Han2-ar
2012
A'r2Hune
2012
Hul$2Se'
2012
.ct2Bec
1. Beginning cas)
Balance
+09009000 ++9009000 ,+9009000 009009000
2. *ecei'ts cas) Sales +09009000 ++9009000 %+9009000 ,+9009000
. Sales .( Securities %9+09000
2222 2222 2222
/otal A#aila7le Cas) 190%9+09000 19109009000 19109009000 19+9009000
/utflo-.s :
1. Cas) &urc)ases 190+09000 129,09000 1,9009000 119%09000
2. 5ages 4 Salaries 129009000 1+9009000 109009000 209009000
. -anu(acturing Cost 219+09000 229,09000 2+9009000 219009000
%. Selling 4
Administrati#e
!"'enses
219+09000 29309000 2+9009000 209009000
+. -arketing !"'enses 19009000 109009000 19009000 129009000
,. /e" e"'enses %903912+ %903912+ %903912+ %903912+
0. /rack &urc)ase 1909000 2222 2222 1,9,09000
/otal .ut(low 30913912+ 11913912+ 3+903912+ 192,903912+
/otal MIn(lows2.ut(lowsN ,9,0910+ 21910910+ 1%930910+ 1930910+
2 21 2
Con/2usion
Based on t)e a7o#e anal$sis we 7elie#e t)at our new 'roduct Coca2cola ;anilla will
7e 'ro(ita7le as it )as strong outlook (or market s)are 'resence and growt)
o''ortunities. U'on im'lementing t)e 7usiness 'lan9 we will tr$ to win market s)are
as muc) as 'ossi7le. 5e will 7e targeting to earn )uge re#enue and 'ro(it 7$
satis($ing our customer as customer satis(action is our num7er 1 'riorit$. As Coca2
cola )as t)e image o( 'roducing new and success(ul 'roducts and alwa$s di#ersi($ing
t)e market so we )o'e t)at our 'roduct Coca2cola ;anilla will 7e success(ul.
2 23 2
-:"eferences:-
1. &roduct re#iew6s images 4 all ot)er images we used in t)is 7usiness 'lan t)at
collected (rom Coca2cola ;anilla6s image searc)ing (rom Eoogle.
2. 5e 'ro#ided -arket Segmentation o( our new 'roduct 7ased on OBa#id ?.
FurtD6sO OContem'orar$ BusinessO 1 edition. &age no. %012%00.
3. Com'etitors re#iew 4all ot)er in(ormation>s are collected (rom di((erent
we7sites o( com'etitors.
4. All descri'tions we su7mitted )are like S5./ anal$sis9 %'6s o( marketing
mi"9 contingenc$ 'lan etc are anal$Ded 7ased on OBa#id ?. FurtD6sO
OContem'orar$ BusinessO 1 edition.
5. /)e Budgeting 'art o( our 'roduct is 7ased on our te"t 7ook OBa#id ?.
FurtD6sO OContem'orar$ BusinessO 1 edition 4 O5e$gandt9 Fimmel9 4
FiesoO OAccounting &rinci'lesO 3t) edition.
6. Coke ditches three favors in US
(http://news.c.co.!k/2/hi/!siness/44"#$14.st%&
Nutrition 8acts o( Coca2Cola ;anilla is su7mitted )are (rom t)e &B8
(ile o( ;anilla9 w)ic) we (ound in Eoogle.
Coca'Co(a e)tractin* +ani((a Coke in U.S.
(http://www.%snc.%sn.co%/id/$$2516$/& MSN. 4
,ove%er 2""5.
Coca2Cola ()tt':LLwww.cocacola.comL) we7site
*etrie#ed (rom O)tt':LLen.wiki'edia.orgLwikiLCoca2Cola ;anilla.
2 0 2