V6 vegetable 1

juice

2010
Horlborn Consumers Ltd
6/14/2010

MARKETING
PLAN
OF
V6 VEGETABLE
JUICE

Champion like a
thrive
 V6 vegetable 2
juice
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juice

Prepared for,
Mr. Sajeeb Saha
Course instructor
Department of Agribusiness and Marketing
Sher-e-Bangla Agricultural University
Sher-e-Bangla Nagor, Dhaka-1207

Prepared BY,
1. Md. Rashedul Haque 07-2398
2. Md. Sharifur Rahman 07-2326
3. Md. Wahidul Islam 08-2776
4. Sayeda Razia Islam Nabila 07-2470
5. Mahbubur Rahman 08-3077
6. Md. Shahidul Islam 08-2766
7. Md. Faisal Kabir Khan 08-2778
8. Habiba Begum 08-2684
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juice

LETTER OF TRANSMITTAL
To
Course Instructor
Department of Agribusiness and marketing
Subject: Submission of marketing plan

Dear Sir

This is our marketing plan of “V6 vegetable juice” which is

launched by Horlborn Consumers Ltd.

In the time of preparing this plan we had to face some problem

about marketing and sales. But we try to apply our marketing
knowledge as much as we learn.

We prepare this marketing plan on the basis of our own

knowledge and also on the collected information from different
sources. If any type of mistake you notify please suggest us.

Sincerely yours,

Md. Rashedul Haque 07-2398

Md. Sharifur Rahman 07-2326
Md. Wahidul Islam 08-2776
Sayeda Razia Islam Nabila 07-2470
Mahbubur Rahman 08-3077
Md. Shahidul Islam 08-2766
Md. Faisal Kabir Khan 08-2778
Habiba Begum 08-2684
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juice

01 Executive Summary:

A concrete marketing plan is one of the major tools of a marketer

to be successful in his business. As a student of Agricultural
Marketing we were assigned to make a marketing plan. For this
purpose we selected “V6 vegetable juice” as our product and
made a marketing plan of this product.
Horlborn Consumers Ltd serves both the consumer market, as
well as local restaurants. We will succeed in developing a
profitable business through the use of our two competitive
advantages, quality and flexibility.
The local farmers of vegetable cannot produce enough products
to satiate local demand and also other beverage company can’t
able to satisfy the consumer through their product. We see this
market opportunity and are prepared to seize it.
Our mission is to provide the highest-quality vegetable Juice. We
exist to attract and maintain customers. When we adhere to this
maxim, everything else will fall into place. Our services will
exceed the expectations of our customers.
We have first formed a company then as per requirement we
have given description of the business and current market
situation. We have provides these details based on our own
knowledge and collected information from different sources.
Then we have discussed about our strategic plan, market
summary, market trends and market growth. We did SWOT
analysis, STP analysis, Competition analysis and also our
competitive advantage.
We also provide marketing strategy, pricing strategy, and also
distribution channel. We mentioned our local and advertising and
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juice

promotional activities. Then we included our financial plan and

also our implementation plan.

02 Company Summaries:

 Legal Name : Harlborn Consumers Ltd. ™

 Trade name : Harlborn Consumers Ltd. ™

 Business Address :
Factory (Manufacturing Plant): Ishurdi EPZ, Pabna.

Head Office: Twin Builders Complex, 52/A Motijhil,Road

13/C, Motijhil, Dhaka.
 E-mail : harlbornv6@gmail.com
 Website : www.harlborn.v6.com
 Phone : +88013670487
 Fax : 91-3483-244441.
Type of Organization : Partnership

2.1 Location:
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juice

 Plant Location: We have to select a better manufacturing

plant as well as the distribution place. In favoring the
environmental factors as considered for the hygienic
manufacturing plant as further the Ishurdi EPZ which area is
much free from the violence of political disturbance & other
hindering factor.
 Central office: our target distribution place is Dhaka division
with other renowned districts of the noteworthy division of
Bangladesh. So, our central official position is situated at the
twin builder’s complex at Motijhil. In other districts our own
distributor sends our products through low cost with our
great transportation facility.
2.2 Size & capacity:
 Establishing the manufacturing plant the size of capacity is a
great factor to run the whole processing plant. Size &
capacity should be effective for proper working.
 In total we need 5600 square feet to move freely.
 A small portion of that place will be used as a controller
office.
 Warehouse free space to store & preserve the raw materials.
 Central office space is about 4000 square feet.
3.0 Product and Service overview:
Product and service overview includes categories of product, raw-
materials of product and also the nutritional value of the V6
vegetable Juice.
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juice

3.1 CATEGORIES OF PRODUCT:

There are six season in Bangladesh. Among them winter is
the most vital season for huge production of green
vegetables. We select winter vegetables for our juice
production. So our target product is winter vegetable juice.
We divided our product into three types on the basis of their
weight and size.
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juice

1 liter 500ml 200ml

3.2 Raw Materials of Product:

Vegetables are an essential part of any healthy diet.
Vegetables provide nutrients, such as potassium,
magnesium and vitamins A, C and E that are vital for overall
health and maintenance of your body. That’s why we select
following vegetables.
Tomato:
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juice

Tomato provides powerful, natural antioxidants. The

antioxidant Lycopene is found naturally in tomatoes, and
helps protect against cell damage.

Cabbage:

It helps to round out your diet with other vitamins, minerals and
natural antioxidant

Carrots:

Delivers vitamin A (alpha- and beta-carotene) to help

maintain vision and a healthy immune system

Lettuce:
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juice

One cup of iceberg lettuce has only 10 calories!

Spinach:

Supply huge amount of vitamin A E K C & with calcium energy

and iron

Swamp cabbage:

It gives us vital amount of vitamin A & C with high amount of

protein calcium and iron

3.3 Nutrition:
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juice

Example nutrition information for V6 Vegetable Juice:

Nutrition Data
Servings per package: 1
Serving size: 250 ml
Average qty per Average qty per
serving 100 g
Energy 165 kJ (40 cal) 66 kJ (16 cal)
Protein 2.4 g 1.0 g
Fat
- Total Nil Nil
- Saturated Nil Nil
Carbohydr
ate
- Total 6.3 g 2.5 g
- Sugars 6.3 g 2.5 g
Sodium 660 mg 263 mg
Vitamin A 325 µg (40%) ^ 130 µg
Vitamin C 52 mg (130%) ^ 21 mg

04 Strategic Plans:
The new marketing plan has developed its strategies by focusing
on the vision, mission, goals as well as its core competency.

4.1 Vision:
We envision a marketing system that quickly and efficiently
moves wholesome, affordable agricultural products from the farm
to the consumer. Our target customer, they can take the nutrition
of the vegetable. Our product must be diversified as the
consumer need. We have to create our market demand and grow
awareness among the people. At first we have to capture our
local market within two years and we will start to export our
product within five years.
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juice

4.2 Mission:
Our mission is to provide the highest-quality vegetable Juice. We
exist to attract and maintain customers. When we adhere to this
maxim, everything else will fall into place. Our services will
exceed the expectations of our customers.
We also focus on the following missions,

➢ Hygienic food
➢ Finest quality of our product
➢ Keeping the affordable price
➢ Provide best customer service
➢ Provide energetic and nutritious food

4.3 Goals:
We divided our goals into two part, financial goals and Non-
financial goals.

4.3.1 Financial goals:

1. Realize a 5% increase in gross profit margins through
efficiency gains every year. Reduce the transportation costs
associated with product delivery by 10% by the end of the
first year.
2. We will address break-even analysis, sales forecasts,
expenses forecasts, and how those link to the marketing
strategy.
4.3.2 Non-financial goals:
1. Maintain positive, steady growth each month.
2. Experience an increase in new customers who are turned
into long-term customers.
3. Generate brand equity at the Farmer's Market as well as
within the commercial restaurant industry market.
4. Awareness regarding services offered, develop the customer
base, and work toward building customer loyalty.
5. To enter into new market.
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juice

05 Situation Analyses:
V6 vegetable juice is a start-up business. The vegetables have
been well received and marketing is now critical to its continued
success and future profitability. Harlborn offers a wide range of
high quality vegetable juice.
The basic market need is high quality vegetables with flexibility of
production for both the consumer and commercial market.

5.1 Market Summary:

We possesses good information about the market and knows
a great deal about the common attributes of our most prized and
loyal customers. We will leverage this information to better
understand who is served, their specific needs, and how we can
better communicate with them.

5.1.1 Market Demographics:

The profile for our customer consists of the following
geographic, demographic, psychographics and behavior
factors.

Individual’s demographics:
• Singles and families.
• Children’s
• Sick people
• Ages 25-50, this segment makes up 53% of the
market according to the Chamber of Commerce.
• Have attended college or graduate school.
• Are cognizant about their health
• Female aged 30-52
• Tend to eat out at least once a week.
Behavior Factors:
• Are willing to pay a premium for higher quality, tastier
vegetable juice.
• There is value attributed to the more attractive
beverage of vegetable juice.
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juice

• Enjoy a high-quality juice without the mess of making it

themselves.

5.1.2 Psychographics:
• Moderate involvement with product purchase, seeking
information about health benefits and nutritional facts of V6
products
• Well educated, hard working and active females with a
desire to provide a healthy lifestyle for themselves and their
family
• Time poor people, struggling to manage theirs and their
families active lives who seek an easy solution to providing
nutritional beverages as an alternative to soft drinks
• Females who take both an emotional and rational approach
to buying their families food
• Prone to moderate levels of emotional attachment with
brands
• Eager to seek out the most consistently nutritious beverage
products

5.1.3 Market Needs:

We provide individuals and restaurants with high-quality
vegetable juice. We seek to fulfill the following benefits that are
important to their customers.
• Selection: A wide choice of different vegetables with the
flexibility to change crops midseason.
• Competitive Needs: Sugary soft drinks are low in nutritional
value to recover this there needs a healthy and long lasting
energy drinks.
• Customer service: The patron will be impressed with the
level of attention that they receive.
• Competitive pricing: All products will be priced competitive
to true substitutes.
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juice

5.1.4 Consumer Insight:

The consumer insights are listed from most important to least
important for the target audience
The need for a healthy alternative to soft drinks
➢ Sugary soft drinks are low in nutritional value
➢ Over indulgence of soft drinks leads to poor eating habits
➢ Needs a variety of beverage choices
➢ Needs a way to gain healthy long lasting energy
➢ Have fast paced lives and do not have time to make healthy
meals everyday

Passionate about their and their family’s health and well

being
➢ Genuinely concerned about the overall health of their
families
➢ V6’s high volumes of vitamins and antioxidants contribute to
healthy family members
➢ Provides a solution to the worry of what to feed to
themselves and their children with little post purchase regret
➢ Want to maximize on opportunities to save time and effort
by purchasing a quality product
➢ Highly likely to put their families needs in front of their own
➢ Needs to feel good about their dietary decisions and give
them a sense of empowerment
➢ Peer pressure forcing them to have the perfect healthy
family

5.1.5 Market Trends:

The market for vegetable juice has exploded within the last
few years. Explanations for this trend are,
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juice

 Market supply: The increase of supply has reinforced

the demand. Within the last few years many farms that
were producing grains have moved to production of
vegetables because of the increased margins and
market demand.
 Health consciousness: Now a day’s Bangladeshi’s
have become more health conscious and vegetable
have supported this goal as juice are inherently healthy
and a vegetable mix juice is far tastier than the others
juice.
 Presentation/appearance: Presentation as an
element of the culinary experience has taken on more
value as juice has become more creative over the last
several years.

5.1.6 Market Growth:

We are learning to appreciate the more sophisticated taste of this
health food. Therefore taste and health consciousness is what is
driving this demand. This demand can be seen by the increase of
juice offerings by finer restaurants.
Lastly, presentation is becoming a variable in gauging the quality
of a product, and a mix for vegetables as juice is very
aesthetically pleasing.

5.2 STP Analysis:

The following STP analysis consists of market segmentation,
target market and positioning.

5.2.1 Market Segmentation:

We have segmented our customer into three groups.
➢ Individual consumers
➢ Restaurants and
➢ Hospitals

5.2.2 Target Market:

➢ Children
➢ Sick people
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juice

➢ Active adult female

➢ School, College, and Universities students
➢ Old aged people
➢ Time poor people

5.2.3 Positioning:
V6 juice helps to maintain good health, when time is short, which
create a value in consumers mind about this product and
motivate rheumy to buy frequently. Horlborn will position itself as:

➢ Flexible.
➢ High-quality producer.
➢ Professional.
➢ Reliable

5.3 SWOT Analysis:

The following SWOT analysis captures key strengths and
weaknesses within the company and describes the threats facing
Horlborn Consumers Ltd for marketing V6 vegetable juice.

5.3.1 Strengths:
• Availability of seasonal vegetables throughout the year.
• Flexibility in meeting vegetable needs.
• Flexibility in meeting restaurant's needs.
• High-quality product offerings that exceed competitor’s
offerings of price, quality, and service.
• Higher than industry margins due to production efficiencies.

5.3.2 Weakness:
• V6 Vegetable juice lacks brand equity.
• A limited marketing budget to develop brand awareness.
• The decreased degree of flexibility when near full
production.

5.3.3 Opportunities:
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juice

• Growing market with a significant percentage of the target

market still not aware that vegetable juice exists.
• The ability to develop long-term commercial contracts which
should lower costs associated with production.
• Children prefer juice than others meal.

5.3.4 Threats:
• An out of state, already established competitor that has
decided to make customer service and flexibility their selling
point.
• A health scare that questions the safety of V6 vegetable
juice.
• Poor weather which will affects the market of V6 vegetable
juice.
• Customers are very much habitual to take vegetables as
green.

5.4 Competition Analysis:

Though V6 vegetable juice is a new product in the market but
there are some similar products also. Basically the beverages,
fruit juices and vegetable products are the major competitors. The
competitors are divided in two -

Direct Competitors:
Beverages and fruit industries, like- Pepsi, coca cola, PRAN juice,
ACMI juice, Frutika etc.

Indirect Competitors:
Raw vegetable markets, vegetable by products (biscuits, soups,
snacks), some healthy drinks like Boost, Flavored milk etc.

5.4.1 Competitors Strength:

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juice

1. Established brands- the competitors have established brand

like Coca-Cola, Pran.etc. But we the new comer.
2. Product supply- the competitor’s product supply is very
larger than our product.
3. Price- the products are similar price like us.

5.4.2 Competitors Weakness:

1. Quick, tasty and healthy alternative to soft drinks and
colas.
2. Diet V6 juice has high levels of vitamin A & C, at the
requirements of consumer’s daily values.
3. General consciousness among the consumers of bad
effect of soft drinks.
4. Soft drinks can be high in sugar which can be a main
deterrent for consumers.

5.4.3 Points of Difference:

The point of difference that makes this vegetable juice than the
others are-
 New idea- Vegetable juice concept is first in Bangladesh in
the juice industry.
 Different experience & knowledge- The customers
will have the distinctive feelings & experiences that they will
not get although other drinks exists in market.
 Strong distribution channel- As this product has
strong channel distribution channel, the consumer get it at
every retail shop.

5.5 Competitive Advantage:

Our competitive advantage is really a superior one;
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juice

1. 100% vegetable juice.

2. High contents of vitamin A & C.
3. Low levels of sodium.
4. Less fat & calories than other drinks.
5. Tasty & healthy.

5.6 Key to Success:

Exceed the customer's expectations. Additionally, Harlborn
consumers Ltd will:
 Generate repeat business
 Increase the transactions amount per customer.
 Increase the number of restaurant accounts.
 Increase variety of juice.
5.7 Critical Issue:
Harlborn consumers Ltd is still in the speculative stage as a V6
juice producer. Its critical issues are to continue to take a modest
fiscal approach; expand at a reasonable rate, not for the sake of
expansion in itself, but because it is economically wise to; and
continue to build brand awareness to lower future marketing
costs.

6 Strategic Marketing Analyses:

Strategic marketing analysis includes marketing objectives,
marketing strategies, marketing mix, and market research of V6
vegetable juice.

6.1 Marketing Objectives:

The objectives of all integrated marketing communications will be
to:
• Inspire consumers to view V6 in a new more vibrant light
• Empower the female target audience about their dietary
decisions
• Showcase the nutritional benefits and great taste of all V6
products
• Establish a connection between V6 and healthy active
lifestyles
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juice

6.2 Strategies:
The single objective is to position vegetable juice as THE finest
producer of vegetable in Bangladesh, commanding a majority of
the market share within five years. The marketing strategy will
seek to first create customer awareness regarding services
offered, develop the customer base, and work toward building
customer loyalty. We seek to communicate the message that we
are the finest producer of high-end vegetable as JUICE. This
message will be communicated through a variety of methods. The
first method will be advertisements. Some of the advertisements
will be co-branding with the Farmer's Market. Other
advertisements will be solely Harlborn advertisements. The ads
will be placed in both the local newspaper as well as the local
art/entertainment paper.
The message will also be communicated to the different hospital
through networking with owners and managers. We will also
communicate our message through informal gatherings and
networking with consumers and hospital owners.

6.3 Marketing mix

V6 Vegetable Juice marketing mix is comprised of the following
approaches to product, price, distribution, advertising and
promotion, and customer service.

6.3.1 Product strategies:

Basically at the beginning we are producing only vegetable juice
made through winter vegetable. Afterwards we will produce juice
made through summer, year-round vegetable, souses etc. Since
our product fulfills both vegetable needs and beverage needs it
will be competing with both green vegetables and beverage
drinks.

6.3.2 Pricing Strategies:

Pricing strategies are most important stage in marketing mix. As
we are going to launch a new product in the market, we do not
have any idea whether the price would be accepted or not by the
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juice

customers. If we select extensively high price, customers will not

buy and volume of sales will be very low. On the other hand
setting lower price will not cover our costs. So we have to
consider the following things in selecting price.

 Acceptance of product:
As our product faces competition against both green vegetables
and beverage drinks, price of our product should be accepted by
customers. Our product fulfills both vegetable needs and
beverage needs. For this extra utility we will charge higher price
than our competitors.

 Maintaining market share:

If our product is accepted by customers in near future, more
competitors will enter in the market. So our price should be such
that can protect our market share in the competition period.
Moreover we will need to lower the price to hold the market share
at the time of competition.

 Earning profit:
As a business our main objectives is to earn profit. So we should
not set any price that will not cover the cost of the product. After
covering the cost we set a profit margin for our pricing.

After analyzing all of this we select Market-oriented pricing that is

setting a price based upon analysis and research compiled from
the targeted market and also with the cost.
6.3.3 Distribution Strategies:
In generally there are different types of marketing distribution
system. Consumers are able to buy the products from different
market place. All these distribution strategies are consists of
producer, wholesaler, retailer, and finally to the consumer.

There are mainly four types of marketing distribution channel:

1. Conventional Marketing channel

2. Vertical marketing channel
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juice

3. Horizontal Marketing channel

4. Hybrid Marketing channel

We select the conventional marketing channel to distribute our

product. Our juice will be distributed by the specified distributor
which will be selected by the company. The selected distributor
will supply the juice product to the wholesaler and also to the
retailer and the consumer will collect the product from the
retailers.

There are three types of distribution strategies:

1. Selective distribution
2. Intensive distribution
3. Exclusive distribution

We choose the intensive distribution for our product. We will

supply our product all over the country on the basis of our
product demand so that the consumer can get the product easily.

6.3.4 Advertising and promotion:

A mixture of advertisements and networking will be used to
increase visibility for V6 vegetable juice.
In first we will be focused on introducing the product. The
advertisement will be done on different media e.g. television,
newspaper and billboard to make people aware of the product.

Promotional activity:

We make promotional activities for our product in different

school, college, hospital, and restaurant.

 Advertising themes will be changed with time and

promotional activity will be carried out to generate the
consumer.
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juice

 In different occasion we will open special sales center where

attractive point of purchase display would be arranged to
create positive image in consumer’s mind.
 We will provide different incentive to our distributor.
 Sometimes we will offer free sampling for the mass sale of
product.

6.3.5 Customer service:

Obsessive customer service is the mantra. Horlborn consumers
Ltd philosophy is whatever needs to be done to make the
customer happy must occur, even at the expense of short-term
profits. In the long term, this investment will pay off with a
fiercely loyal customer.

6.4 Marketing Research:

During the initial phase of the marketing plan development,
several focus groups were held to gain insight into prospective
customers. These focus groups provided helpful insight into the
decision making processes.

An additional source of dynamic market research is a feedback

mechanism based on a suggestion card system. The suggestion
card has several statements that customers are asked to rate in
terms of a given scale.

There are also several open ended questions that allow the
customer to freely offer constructive criticism or praise.
 V6 vegetable 26
juice

The “V6 vegetable juice” will work hard to implement reasonable

suggestions in order to improve their service offerings, as well as
show its commitment to the customer that their suggestions are
valued.

The last source of market research is competitive analysis. The

Horlborn consumers will send people to local competitors to gain
information about their product offerings.

Financial Overview:
As we start our business in the year of 2011, we can’t expect a
huge sales as well as huge profits. But our market research says
that there is a good potentiality of this unique featured product.
We project our sales will be keep rising next’s year. More ever
promotion and advertising will help in increasing sales. At the
very first of our business our mission should be emphasis on
promotional activities and recognizing the product at every level.
Now we are showing our five year projected plan.

Descripti 2011 2012 2013 2014 2015

on
 V6 vegetable 27
juice

Total (200000*2 (310000*2 (460000*2 (750000*2 (850000*2

Revenue 2)+ 2)+ 2)+ 2)+ 2)+
(80000*38 (150000*3 (250000*3 (500000*3 (650000*3
)+ 8)+ 8)+ 8)+ 8)+
(100000*6 (200000*6 (310000*6 (600000*6 (750000*6
8)= 8)= 8)= 8)= 8)=
14240000 26120000 40700000 76300000 94400000
Variable (200000*1 (310000*1 (460000*1 (750000*1 (850000*1
Cost 6)+ 6)+ 6)+ 6)+ 6)+
( Raw- (80000*30 (150000*3 (250000*3 (500000*3 (650000*3
material )+ 0)+ 0)+ 0)+ 0)+
s, (100000*5 (200000*5 (310000*5 (600000*5 (750000*5
marketin 6)= 6)= 6)= 6)= 6)=
g, 11200000 20660000 32220000 60600000 75100000
advertisi
ng,
Promotio
n)
Fixed 5000000 5000000 5000000 5000000 5000000
Cost
( Land,
Factory,
Office,
Storage)
Total 16200000 25660000 37220000 65600000 80100000
Cost
Profit -1960000 460000 3480000 10700000 14300000
Margin

Sales Forecast:
The first three months of first year will be used to set up the
processing and manufacturing plant for the production of V6
vegetables juice. There will not be sales activity until the
 V6 vegetable 28
juice

processing plant has established. From month four there will be a

steady increase in sales.

Fig: Sales Forecast

Revenue Forecast:
As in the third month our product sales started and its will be
increasing day by day our revenue also will be increased
potentially. This growing revenue is shown by the following graph.

Fig: Revenue Forecast

Expense Forecast:
Marketing expenses are budgeted to analysis the year-wise
expense of Horlborn Consumers Ltd. The projected expenses for
five years are shown by the following graph.
 V6 vegetable 29
juice

Fig: Expense forecast

Profit Margin:
The progresses of Horlborn Consumers Ltd are measured by
analysis the yearly profit. These are shown by the following
graph.

Fig: Profit Margin

Break even Analysis:

The Break-even Analysis indicates 25890000tk will be needed in
yearly revenue to reach the breakeven point.
 V6 vegetable 30
juice

8.0 Controls:
The purpose of V6 vegetable juice marketing plan is to serve as a
guide for the organization. The following areas will be monitored
to gauge performance:
 Revenue: annually
 Expenses: annually
 Repeat business.
 Customer satisfaction.
8.1 Implementation:
The following milestones identify the key marketing programs. It
is important to accomplish each one on time and on budget. As
successful entrepreneur we must fix the detailed action plan with
when we are going to perform that. There are some primary
activities (planning, permeation from Government) that we
assume we have already performed.

8.2 Company Organogram:

CEO

DIRECTOR
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juice

Chief Chief HR Chief Chief IT

marketing

GM Product GM HR GM Finance & GM IT &

& Operation Accounts Planning

GM Sales & GM HR GM GM IT &

Distribution Training Corporate Operation

8.3 Contingency Planning:

Difficulties and risks:
➢ Problems generating visibility.
➢ An already established competitor that chooses to
compete on quality and flexibility.
➢ Poor weather which could hamper crop yields.

Worst case risks may include:

➢ Determining that the business cannot support itself on
an ongoing basis.
➢ Having to liquidate equipment to cover liabilities.