JAKA SOFT DRINK

Marketing plan

•• •••
LÊ KHOA
SE62340

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 TABLE OF CONTENTS

 Market analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

 The Consumer . . . . . . . . . . . . . . . . . . . . . . . . . . 3

o Numbers

o Target

 The Competitor . . . . . . . . . . . . . . . . . . . . . . . . . . 4

o Pepsi

o Coco-cola

 Marketing Strategy (4P) . . . . . . . . . . . . . . . . . . . . . . . . 5

 Product . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

o Brand name

o Features

o packaging

 Price . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

 Place . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

o Distribution methods and incentives

o Standard in choosing distributors

o Location

o The shipping

 Promotion . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

o Advertising

o Promotion program

 Strategy Results . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

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 MARKET ANALYSIS

Consumer:

 The Number:

There are 90 million people in Vietnam but we just focus on Ha Noi, Da Nang and Ho
Chi Minh.

Ho Chi Minh: 8 million

Ha Noi: 7 million

Da Nang: 1 million

(Number from wikipedia.org - 2015)

Total 16 million people

 Target:

JAKA is a carbonated beverage product. Therefore, it will be suitable for peple which
ages under 30 years old especially teenagers. According to Vietnam's population
statistics, they account for the highest proportion of the total population.

(Chart from livepopulation.com)

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Competitor:

We have two big competitor that provide the products similar with JAKA:

 Pepsico with Pepsi, Sting, Mountain dew, 7up and Mirinda

 Coca-cola with Coca Cola Zero and classic coca cola

COMPETITOR ANALYSIS

Pepsico: In the Vietnam market since 1995 and the pepsico branch operates from
2013. Strong in the south Vietnam market with Pepsi, Sting, Moumtaim dew, 7up and
mirinda and targeting all types of customers. (The products similar with JAKA)

 Noticeable strategy:
o Identity design targeted at young customers
o Advertising on the media for special holiday
o Put products into trade fairs
o Launched many different product lines
o Sales through retailers

Coca-cola: In the Vietnam market since. Strong in the north Vietnam market with Coca
Cola Zero and classic coca cola. (The products similar with JAKA)

 Noticeable strategy:
o Never change their design, familiar to customers
o Advertising on the media for special holiday
o Use the franchise model
o Sales through retailers

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 MARKETING STRATEGY (4P)

 Product:

Brand name: JAKA

 Strange and interesting in pronunciation.

 Easy to remember.
 The letter A represents of the arrow. Describe the dynamism, progress and
development.

Logo: It is four letter “J A K A”, are made from thin lines and spaces between
characters are balanced.

Features: JAKA is a soft drink, has a low concentration of gas, delicious and easy to
drink. The product aim at light taste, not too sweet and moderate amount of gas so that
consumers do not get bored.

Packaging: JAKA’s container is a black cylindrical aluminum can, in the middle is the
logo of the product placed along the can body. Decorative motifs are simple patches and
let user focus on the A letter.

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  Price:

JAKA will be a sweet midrange product so it will cost from 6.000 to 7.000VND per
cans for the consumer. The drinker will see the moderately priced like the taste of the
product.

 Price list:
o Four cans pack (4x300ml): 20.000vnd
o Big pack (24x300ml): 100.000vnd

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  Place:

Distribution methods and incentives: In the beginning, JAKA will be distributed in

the most dynamic markets are Hanoi, Da Nang and Ho Chi Minh City. After that, we will
gradually distribute to the surrounding provinces when the products are popular to the
public.

o Initially products will produced at the factory. Then it will be taken to the
warehouse of the company. Goods from the warehouse will delivered to
the dealer for delivery to selected retails. It will eventually reach the
consumer.

o If the distributors consume many products for the company, they will be
reduced by the percentage of the total order value based on the quantity
consumed.

Standard in choosing distributors: Eligible to store products, ensure product

quality, price consistency, and commitment not to change product prices.

Location:

 The factory will relocated to Da Nang for easier distribution. In addition, this is a
thriving city and always creates favorable conditions for businesses.
 Warehouses will be located in the suburban areas of Ha Noi, Ho Chi Minh City
and Da Nang.
 Retail locations will be available where there are many people living, convenient
transportation, especially near the school or near offices.

The shipping: The product will transported by road from Da Nang factory to three
warehouses for storage.

 Promotion:

Advertising: Focus on promoting YouTube social networks, particularly short films

on youth channels. The product will used as a main drink throughout the film with
strange and unique details.

 Viral: Collaborate with major Facebook fanpages to promote the unique

details of the film has JAKA products.

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Promotion program: Favorable for customers on some holiday.

 Buy a pack of four cans will be given a can.

 Buy two big pack will be given a four cans pack.

STRATEGY RESULTS

 Through the advertising process, the product will gradually become familiar to the public.
 Promotions program will attract consumers.
 With a moderate price and advantages, it will convince traders to care about the product.