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Juice is considered as the fresh source of refreshment. People like to take juice
especially in summer season but we are focusing the whole year. To give the customer
fresh juice we want to launch an outlet named JUICE CORNER in banani bazar. Juice
corner is preparing to launch several juices in growing market. We are targeting specific
segments in the consumer taking advantage of opportunities indicated by enough demand
for juice.
The primary marketing objective is to achieve unit sales of 25550 glasses. The primary
financial objectives are to achieve first year sales revenue of BDT. 12,13,625, keep first
year losses of BDT. 2,11,760 and break-even early in second year.
In the first year of our operation we will try to make our juice product popular to people
and try to earn their trust over our product by supplying superior quality fresh juice and
with a very friendly service. As juice is only available for a few months, we have to
attract people and convince them to buy our product in a very short time. We are planning
to do that with our fresh juice and attractive outlet with our service quality.
Objectives:
Our main Objective is to provide fresh juice to people. our other objectives are
stated below
Market Description:
Juice corner will mainly target banani. We will sell our juice at one selected outlet
in banani. Our product can meet the needs of higher middle class, lower middle class,
upper class peoples who needs quality as well as at a reasonable price. Juice Corner will
always ensure quality juice and hygienic disposable primary packaging.
Product Review :
Juice Corner will offer the followings:
Competitive Review :
Distribution Review
We are doing direct marketing so we dont have any distribution channel.
Direct marketing : Our own well decorated outlet and personnel will ensure
timely delivered our product
Strengths
Juice Corner can build on four powerful strengths:
1. Premium quality: Our Company will provide quality juice. We will always
maintain best quality and always standard juice. As we maintain our delivery through
our own workers we can deliver fresh juice to the market.
2. Fresh quality: Our Company is going to deliver fresh quality juice in our
customers, as we know in our country lots of businesspersons sell their juice with
chemical.
3. Timely delivery: employees will ensure timely delivery to our customers within 6
minutes.
Weaknesses
As a new company Juice corner has some short comings:
1. Lack of brand awareness: As a start-up Juice corner has not yet established a
brand or image in the marketplace. Our customers do not know about our
company and business. We will address this area with our promotion.
2. Lack of experience: One of our major weakness is we have no experience of
running this business. For this reason, we can have some difficulties at first to run
our business. This problem can be overcome to some extent by taking advice from
some experienced person in the business.
3. Lack of time: Another weakness in this business is the shortage of time. Juices
are available only for a few months in the year such as mango for 6months. So,
only in summer season we can sell mango and watermelon juice.
Opportunities
Juice corner can take can take advantages of two major market opportunities:
1. Increasing market growth: people are preferring juice for refreshment. They are
shifting to juice from cola drinks. For this opportunity market growth is
increasing.
2. Health consciousness: juice is a fresh item and it is good for health. So people
are getting health conscious day by day and preferring juice.
Threats
We face two main threats of our product:
1. Lack of good quality fruit supply: Because of our main objective, we will only
sell high quality and fresh juices. But it is very hard to get all good quality fruits.
2. Perishability: Again one of our major threats is, fruits can be perished.
Table: Juice corners Strengths, Weaknesses, Opportunities and Threats (SWOT)
Strengths
Premium Quality
Fresh quality
Timely delivery
Opportunities
Increasing market growth
Weaknesses
Lack of brand awareness and image
Lack of experience
Lack of time
Threats
Lack of good quality fruit supply
Health consciousness
Perishability
First-year Objectives
During the initial year on the market we are aiming to draw the attention of the
consumers. Our first year objectives are:
1. Sale of approximately BDT. 12,13,625 (25550 unit) for the first year
2. Make the brand name popular and create a good image in the market.
3. Obtain 5% of the total local market share.
4. Develop brand awareness and image in the market.
Second-year Objectives
Our second year objective is to build on the achievements of first year.
1. Achieve 10% of the local market share based on sales.
2. Sale of BDT. 24,27,250
3. Earn 10% profit by second year.
4. Extend the business in other areas.
Issues
Our major issue is to build a good reputation in Local Market. We have to
maintain high quality by hygiene factor and ensure healthy & chemical free fresh juice to
our buyers in reasonable price. If we get our desired success in the first year of business,
we will then extend our business and start it in different areas in Dhaka.
Marketing Strategy
Juice marketing strategy is based on a positioning of product quality and service.
Our main target is local market. Primary business target is selling our product in our
selected area. In later stage if we see that, our business is much stable then we will target
many areas.
In addition, our primary target is to catch those customers who are the nearby university
student. This segment can be described as demographic and geographic.
Each market segment is covered by four marketing mix, which conveys our quality of
product to each target market segment.
Customer
Service
Reasonable
Pricing
Variation in
Product
Marketin
g
Special
Offers
Product
Quality
Positioning
By market positioning, we will try to occupy a clear, distinctive and desirable
place in the mind of target customer. Juice corner want to develop a unique market
position for its product based on premium quality. We will distinguish our product by
providing best quality, very carefully processed juices. As the name suggests, we are
going to provide actual quality juice to all our customers.
Product strategy
Juice corner including all the features described in the earlier product review
section will also guarantee chemical free juice, exact quantity and timely delivery. Our
juice will be well presented to our customer. Building the Juice corner brand is the
integral part of our product strategy. The brand and logo will be displayed very
attractively on all our disposable glasses. It will be reinforced by its prominence in the
introductory marketing campaign.
Pricing strategy
Juice will be introduced at Tk.40-70 (price differ for different categories of juice)
estimated retail price per glass. This pricing strategy will help the company to capture
market share fast. After introduction of different pack size price will be readjusted.
Distribution strategy
We are doing direct marketing so we do not have any distribution channel.
Juice
corner
Customer
Juice corner
The natural fresh juice is on your area
We are coming with new brand for fresh juice in
your bazaar.
provides you.
available at ..
Our pushing car will available from 9.00 am to 9.00 pm
marketing Research
Using research, we will identify the specific features and benefits that our target
market segments value, feedback from market surveys and focus group will
help Juice corner develop the product. We will also measure and analyze our customers
attitudes towards the other juice sellers products. Finally we will use customer
satisfaction studies to gauge market reaction.
Action programs
January: We will rent a store in banani bazar. We will give the advanced payment of
BDT. 5 lacs for the store.
February: We will decorate our store. We will purchase 2 blender machines.
March: We will recruit 3 employees for our store.
April: We will start our store. We will do first phase of advertising (postering).
May: We will do second phase of advertising (postering)
June: We will analyze the sales after two phases of advertising.
Cost analysis
Variable cost /unit
1 unit = 1glass juice = 250 ml juice
1. Glass: BDT. 1.8
2. Water: 1 container = 10 litre water = BDT. 30
We need 25 ml water for 250ml (1glass) juice.
So, cost /unit = (30*25) /10000 = BDT. 0.075
= 40 BDT.
= 70 BDT.
= 40 BDT.
Budget
Total first year sales revenue for Juice is projected at BDT.12,13,625 with an
average price of BDT.47.5 per glass and variable cost BDT.17.67 per glass for sales
volume of 25550 glasses . We anticipated breakeven after first year. Break-even
Calculations indicates that Juice will become profitable after the sales volume exceeds
32649 units. Our breakeven analysis of Juice assumes per glass sales revenue of
BDT.47.5 per glass, variable cost of BDT.17.67 per glass and estimated first year fixed
cost of BDT.9, 73,916.
Break-Even Volume = Total fixed cost (selling price variable cost)
= 9, 73,916 (47.5 17.67)
= 32649 units (glasses)
Controls
We are planning tight control measures to closely monitor quality that we have
promised and also customer service satisfaction. This will enable us to react necessarily
in developing anything about our product.