Marketing Plan on Pran Beverage LTD Maxx Cola

1. Executive Summary
MaxxCola is the first-ever local carbonated soft drink in Bangladesh
from Pran Beverage Ltd which is available in all local stores and
restaurants around the country. Pran Maxx Cola first came out in
2008. Since then its growing its popularity among the consumers
and gradually its capturing a significant market share in Beverage
Industry. MaxxCola guarantees a complete risk free drink and it
doesnt add any artificial colors, any sugar and MaxxCola uses
natural mineral water.
This report consists of the Marketing plan of the reputed beverage
company in our country. Pran Beverage Limited is the concerned
organization. Maxx Cola is their one of the product. This report is
based on the companies plan for Maxx Cola.

Marketing Plan on Pran Beverage LTD Maxx Cola

2. Introduction
MaxxCola continuously try harder to make the consumers cheerful though
the products, culture and frequent communication. Pran MaxxCola have a
full dedicated support family consists of Expert technical support and
maintenance, 7-days a week, 364 days a year. It has round the clock
service call to ensure you optimum drink quality every time.
MaxxCola is a whole new level of drink which can be afforded easily. The
colors are stronger and with good reason these products only have the
finest quality, premium ingredients. When we take off the cap and we will
smell the difference as the aroma of perfectly blended ingredients and
flavor essences set you up for impression of an incredible cola experience.
For a nontraditional cola experience MaxxCola is worth trying.
Background of the study
In this case Pran Maxx Colas marketing plan is analyzed and described.
According to the course plan the marketing plan is analyzed.
Objective of the study
This assignment is about Creating and Implementing Organizations
Marketing Plan. The purpose of the study is to help us to design and carry
out effective promotional strategies during launching of a product.
Moreover, it will enable us how to apply different promotional strategies in
context of real market scenario.
Methodology
Sampling Method
There are two types of sampling method:
1. Non-Probability Sampling
2. Probability Sampling

Marketing Plan on Pran Beverage LTD Maxx Cola

Non-Probability Sampling:
Non-Probability Sampling is a non-random and subject method of
sampling where the selection of the population elements comprising the
sample depends on the personal judgment or the discretion of the
sampler.
There are three primary types of non-probability sampling methods:
i.
ii.
iii.

Availability Sampling
Quota Sampling
Purposive Sampling

Probability Sampling:
The idea behind this type is random selection. More specifically, each
sample from the population of interest has a known probability of
selection under a given sampling scheme. There are four categories of
probability sampling:
i.
ii.
iii.
iv.

Simple Random Sampling

Systematic Sampling
Stratified Random Sampling
Cluster Sampling

From the above mentioned sampling method, we have used one of the
non-probability sampling methods, that is, Availability Sampling method.
Availability Sampling is a method of choosing subjects who are available
or easy to find. This method is also sometimes referred to as haphazard,
accidental, or convenience sampling. The primary advantage of the
method is that it is very easy to carry out, relative to other methods. A
researcher can merely stand out on his/her favorite street corner or in
his/her favorite tavern and hand out surveys. There are some advantages
to this design - it is easy to do, particularly with a captive audience,

Marketing Plan on Pran Beverage LTD Maxx Cola

Area Sampling

Area sampling is a method of sampling when no complete frame of

reference is available. The total area under investigation is divided into
small sub-areas which are sampled at random or by some restricted
random process. Each of the chosen sub-areas is then fully inspected and
enumerated, and may form a frame for further sampling if desired. This
method is used when a complete frame of reference is not available.
In our sampling procedure, we have chosen the students of our university.

Sampling Size

Sampling size (n) is the number of sampling units which are to be included
in the sample. In our sampling procedure, the sampling size (n) used in
our survey is 30 numbers of respondents.

Sources of Information

There are two methods of collecting data:

1) Primary data collection method.
2) Secondary data collection method.

In this assignment, we used both of the primary and secondary data

sources. The collection of data from the respondents that we have taken
through survey using questionnaire is primary data. It is because it has
been collected for the first time for the purpose of this assignment.

Marketing Plan on Pran Beverage LTD Maxx Cola

The data that we have taken from the internet, books, and other
subsidiary sources (i.e. the data that have used for second time) is
secondary data.
Limitation of the Study

It is time-consuming and also difficult to collect the data.

The study is based on sampling, so we cannot get the exact result.

The information given by the customers may be misleading.

This report may not be accurate according to the companies planning

This is not an official Plan

Literature review
Vision
Any companys vision is actually the dream to which the company
always strives to reach where it may become possible or not. Here it
is also not apart for Pran Beverage Limited( Maxx Cola). Expanding
the business in the abroad fully and becoming one of the market
leaders internationally- this company thinks in this way as a part of
their vision.
Mission
The mission of Pran Beverage is to be the market leader by 2020
through their best effort, suitable and competitive marketing
strategy and the consumers support. Now they are in the position of
challenger and their vision focuses on those missions, goals and
objectives which will make them able to be the leader from the
challenger to the leader in the market.

Goal
The companys goal is to maximizing the market share in their every
categorized business including all sector including consumer sector,

Marketing Plan on Pran Beverage LTD Maxx Cola

Beverage sector, food industry. Currently they are the market leader
in most of the sectors.
Objective
The objective of Pran Beverage is to provide the quality products
and services in such a form that the customers demand.
Strategy
The company always believes in pull strategy rather than push
strategy. They first of all find out the customers demand about how,
when, where, and what type of product ad services they want. Then
according to that they provide their services at the right place and
in the right time.
3. Company Overview
Pran Group
PRAN started its operation in 1981 as a processors fruit and vegetable in
Bangladesh. Over the years, the company has not only grown in stature
but also contributed significantly to the overall sociology-economic
development of the country.PRAN is currently one of the most admired
food & beverages brand among the millions of people of Bangladesh and
other 82 countries of the world where PRAN Products are regularly being
exported.
All the PRAN products are produced as per international standards
maintaining highest level of quality at every stages of its production
process.
PRAN is currently producing more than 200 food products under 10
different categories i.e. Juices, Drinks, Mineral Water, Bakery, Carbonated
beverages,

Snacks,

Culinary,

Confectionery,

Biscuits

&

Dairy.

The

company has adopted ISO 9001 as a guiding principle of its management

system. The company is complaint to HACCP & certified with HALAL which

Marketing Plan on Pran Beverage LTD Maxx Cola

ensures only the best quality products are reaches to the consumers table
across the Globe
Pran Beverage Ltd
PRAN Beverage becomes a popular company in South Asian region also in
Middle East. PRAN Group has grown up in stature and became the largest
fruit and vegetable processor in Bangladesh from 1980. PRAN is
currently the most well-known household name among the millions of
people in Bangladesh.
PRAN Beverage is the pioneer in Bangladesh to be involved in contract
farming and procures raw material directly from the farmers and
processes through state of the art machinery at our several factories into
hygienically packed food and drinks products. The brand PRAN has
established itself in every category of food and beverage industry and can
boost a product range from Juices, Carbonated Drinks, Confectionery,
Snacks, and Spices to even Dairy products.It also has the distinction of
achieving prestigious certificate like ISO 9001:2000, and being the largest
exporter of processed agro products with compliance of HALAL & HACCP
to more than 70 countries from Bangladesh.
Ingredients The ingredients that are used to make the MAXX COLA are1. Refined Sugar,
2. Carbon Dioxide,
3. Natural Flavor,
4. Caramel Color,
5. Acidulant,
6. Caffeine etc.

Marketing Plan on Pran Beverage LTD Maxx Cola

Nutrition Nutrition facts per 100 ml are

Energy

Fat

Protein

= 0.00 gm

Carbohydrate

= 10.5 gm

= 43 kcl.
= 0.00 gm

4. Situation Analysis
In the Situation Analysis we have to understand the customer
perception, who is the buyer of our product, the perceived value of
our product.
Consumers perception
The consumer information processing is the main thing that helps
consumer to gather information of specific product. MAXX COLA cola
does this by exposing them to stimuli, gaining their attention,
making those stimuli easy to interpret, making them learn and
finally installing the stimuli in the memory of the consumer.
Perception
The first three step of information processing (Exposure, attention,
and interpretation) constitute perception.
Exposure
MAXX COLA is trying to expose itself to its target market through
various means. They are: TVCs At the launching period, MAXX COLA
cola went for massive TV & Radio ads to expose their self to their
target aspect. After that came with their new TV ads with the
current event. Now during cricket world cup, they came with their
new promotional campaign.

Marketing Plan on Pran Beverage LTD Maxx Cola

Newspaper MAXX COLA cola covered the main daily newspapers

of the country. This helps them to survive in the market.
Billboards Some (not that much) billboards have been put up.
However, with the billboards, they came up with their new offerings
and people became aware of it.
Sponsor of the shop They became the sponsor of the by making
the shop sign. They covered many shops, which helps them to
expose their self. The colorful shop sign is the most important thing,
which helps them to make them expose.
Attention
Attention occurs when the stimulus activates one or more sensory
receptor nerves and the resulting sensation go to the brain for
processing. MAXX COLA Company tries to gain attention mainly
through the following ways.
Stimulus Factor the Stimulus Factor that MAXX COLA uses
are:
Size Big billboards and Shop signs are the best example. This
generates response among the people with the result that people
test it and became a loyal customer.
Color & Movement The TV ads are very colorful. The brochures are
also so much colorful which helps MAXX COLA to create response
among the target aspect.
Position In newspaper, they place their ads in the front or last
page, which is the reason that it succeed to attract their customer.
Most of the time they place their ads at the right hand corner of the
page and that helps to grab the attraction. But most of the time the
placement of their billboards is wrong. For this sometimes they fail
to grab the attention of the people.
Slogan
Masti Hobe Sarabela as this is a low involvement product so it is
good strategy to keep the slogan short. People think a little while
they are purchasing a cola so this easy slogan helps them create
attention.
Individual Factor

Marketing Plan on Pran Beverage LTD Maxx Cola

When people are thirsty, which is usually short term, people tend to
notice and get attracted by soft drink ads, which present their drinks
in an attractive way. By TV, ads and the shop sign MAXX COLA cola
trying to grab the attraction. When people are thirsty then they do
not think what I am drinking they just remember the ads and or see
the ad and buy it. Example: Near the shopping mall, cruddy area
such as Stadium etc.
Situational Factors
Program involvement MAXX COLA targets the young generation who
are more interested music, and they are serious making these
people aware. By giving sponsorship of underground concert they
and other general concert they creating awareness among the
people.
Non- focused attention
Hemispheric Lateralization MAXX COLA is trying to influence the
right side of the brain. We know an image can tell a thousand words.
Their imagery representation helps them to create more response
from their target aspect.
5. Buyer & Target Group
Resellers group: Chain superstores, hotels and restaurants, fast food
shop, university canteen, bakery & confectionary.
Consumers group: All age group, especially young age group, teen age
group. Old age people are also in our consumer group.

6. Market Opportunity and Issues

Strength:

Known brand

Experienced management

Fully automated machine

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Marketing Plan on Pran Beverage LTD Maxx Cola

Trained and skilled employee

Good network

Weakness:

low in variety

no fixed target set up yet to SR for cola

lack of highlighting in general & super store ( for customer )

outcome from this product does not permits huge investment

What steps we will take to reduce the weaknesses:

we will introduce different flavor cola to increase variety

we will use POS materials for super store and general stores

we will promote more for more sale

7. Marketing Strategy
Pran Beverage group has segmented according to the homogenous
segmentation where the consumers represent the same type of
demographical, psycho graphical, cultural and social factors. Their
attitude, status and lifestyle focuses on same perspective. According
to the following factors the segmentation of MAXX COLA has been
doneAge
MAXX COLAs primary target was only the young generation where
the age may vary from 16-27. But it is not limited within this age. It
has also spreaded out among the children noticeably as well as the
people above 27 years.
Gender

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Marketing Plan on Pran Beverage LTD Maxx Cola

Both young boys and girls are the target market for the MAXX
COLA. It is not specially made for any particular gender what
actually happens for any type of cola drink.
Occupation
Occupation is not clearly defined for the target market of MAXX
COLA; however where the age varies within the young generation as
well as children so it can easily be understood that most of them will
be whether student or doing any job or business.
Income
Actually MAXX COLA has emphasized on the lifestyle and behavior
of consumers more rather than the income. They think that it is
really affordable to buy a MAXX COLA (especially 250 ml) for their
target market where their income is minimum 5000 and for the
students it may be less than that.
Location
Almost all the places of urban and rural area are under the MAXX
COLAs distribution. Espscially in each and every part of the Dhaka
and Chittagong city MAXX COLA is available. The company has
emphasized on Dhaka where more than half of total sales (52%)
comes from only Dhaka.
Social Class
MAXX COLA is targeted for the upper part of the lower class, middle
class, upper middle class, and lower part of the upper class of the
society.
Lifestyle
The targeted market of MAXX COLA is basically young generation
who like gossiping, chatting, hanging with friends, making fun,
watching movies, listening music etc. MAXX COLA has also focused
on their customers lifestyle in product, advertising and packaging.

Personality

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Marketing Plan on Pran Beverage LTD Maxx Cola

The customers of the MAXX COLA are mostly action oriented people
which include especially the experiencers. It also focuses the
personality of the status oriented people including achievers and
strivers.
8. Target Market
Cola drinks usually follow an undifferentiated marketing strategy to
target their consumer. Keeping this fact in mind, we conducted a
sample survey by selecting random sample from different places.
The following discussion will attempt to analyze the profile of the
target market based on the sample group.
Demographic Factors
Age
Age is the major determinants in targeting
the consumers. MAXX COLA reflects the Bangladeshi
culture and it represents youth. From our survey, we
have

found

that

MAXX

COLA

is

most

preferred in the age group between 20-25 years (85% of 100).

Moreover, the least MAXX COLA preference comes from two age
groups: 25-35 years and 35-45 years, about 1%.
Sex
Beverage is used for thirst-quenching purpose and this product is
gender neutral, meaning there is no such kind of obligation to
consume the product for male or female. However, from our survey
outcome, we have found that 71% of the consumers are male and
29% are female from 100. All the respondents are from urban
location.
Occupation & Income

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Marketing Plan on Pran Beverage LTD Maxx Cola

Consumers purchasing pattern, lifestyle and status largely depend

on their occupation and average monthly income of the family. The
social class of the target respondents was determined by their
income or taking from family. MAXX COLA is a low involvement
product and it is good enough to consume by upper and middle
class. From the survey respondents, students are the most who
purchase MAXX COLA and their income level is less than 5000 taka.
Business people, private service personnel and other earning people
consume less amount of MAXX COLA although their income is
comparatively high than the students.
Favorite Pastime
Our survey respondents are giving most of their time in watching TV
or movie for their pastime about 42% and reading books on average
about 24%, less time in traveling about 1% and others cumulate
about 33% such as hanging with friends, playing outdoor games,
computer game or psychological gaming etc.
Other Factors
Meaning of MAXX COLA
Meaning of MAXX COLA is the idea or feeling the respondent have
instantly

after

hearing

the

name

or

analyzing

it.

To

60%

respondents, MAXX COLA means fun or enjoyment. To 14% it means

nothing. In addition, other 26% varies within music or art, sports,
thirst passion etc.

Payoff Line Completion

MAXX COLA, its inside you. This payoff line is not well completed
by the respondents. This is happened because of their brand loyalty
toward other brands. From 100, 45% respondents completed the

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Marketing Plan on Pran Beverage LTD Maxx Cola

line but the major percentage (55) left the slogan uncompleted.
Beverage (Soft Drinks) ranking creates the flexibility for the target
customers to express their preference toward the beverage
preference. From the findings, we have experienced that out of 100,
47% people ranked cola focused beverage group aligned with
lemonade and fruit juice. 28% of them prefer cola and fruit juice
beverage group and less preferred is lemonade based beverage
group likings, only 7%.
Cola Brands Position
Our report is on MAXX COLA cola and we have kept this name out
of the selection criteria. The motive was to see whether people
recommend MAXX COLA or not. The survey questionnaire reveals
that out of 100, Zam-zam cola comes instantly in the mind of 7%
prospect and so for others (9%). Pepsi cola gains 28% attention and
the highest response is captured by coca cola (54%).
9. Positioning
Our position is better condition, because our other brands are now
available in the market. So from our product Maxx Cola cola we
want to earn 2cr taka from our sales.

10. Marketing Mix

Product
The product MAXX COLA cola has come with the following variations in the
market

250 ml bottle

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Marketing Plan on Pran Beverage LTD Maxx Cola

500 ml bottle

500 ml Zeo Maxx Cola bottle

2000 ml or 2 litre bottle

The MAXX COLA Cola has been made with a proper technology. So there is
no chance to occur fluctuation in taste. The cola drinks contain a very
strong taste which can compete with the market leader Coca-Cola and RC
cola.
Price
The three different sizes of MAXX COLA cola have been priced differently.

250 ml bottle

= 16 tk.

500 ml bottle

= 25 tk

500 ml Zeo Maxx Cola=30 tk

2 liter bottle

= 90 tk.

Here wholesalers take 0.5 -1.5 tk and retailers take 2.00-2.5 tk as profit.
Again comparing to the competitors product, the price is low enough to
encourage the target market to shift their brands towards MAXX COLA.
Promotion
The MAXX COLA Cola has been targeted for the young generation is
designed for fun loving young adults.

Television,

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Marketing Plan on Pran Beverage LTD Maxx Cola

Newspaper,

Radio Today & Radio Furti,

poster, shop signs & Billboards,

Street/road Show & Concerts all are used for promotion of MAXX
COLA,

Sponsorship of different special event such as reunion,

Free sampling of MAXX COLA has been done in many Universities
as operant conditioning to motivate the people to make the second
purchase.

MAXX COLA has also gone for an innovative idea during this Cricket
World Cup Cricket. They have also made the worlds largest cricket
bat (70 feet), which has created a big attraction of the target
customers.

11. Review and Control

Pran Beverage Limited will have simple, decision friendly, weekly,
monthly, quarterly, and annual reports focusing on
Revenue and unit sales
Expenses
Customer feedback
Market log (Self and competitive major activities)
12. Contingency Plan
PRAN

Beverage

envisages

tight

cost

controls

consisting

of

lean

organization, long term cost contract with orchard owners and efficient
use of resource. It is also keeping sufficient Capital cushion use of
resources. It is also keeping sufficient capital caution to manage the

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Marketing Plan on Pran Beverage LTD Maxx Cola

enhance working capital requirement due to delays in payment, and the

need to keep a sufficient inventory.

Todays fast moving world respect the new, innovative ideas. To keep the
same pace with this situation our company had decided to launch another
beverage brand to meet bright future in its market. As the product is
innovative, the consumers are going to purchase our product. It will be a
strong product mix for our company. And once our new beverage will
reach to the hand of our targeted customers, we will be able to capture
the most market shares.

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