Professional Project

(MARKETING)

Cano Juice

BBA (Hons) 2005-2009

Department Of Management Sciences

University Of Education
Okara Campus.
SUBMITTED TO:

Miss Tanzeela Manzoor

PRESENTED BY:

Muhammad Sulman Ashraf

156
 FINAL APPROVAL

This is to certificate that I have read the project report submitted by the student.

Muhammad Sulman Ashraf

In my judgment this report is of sufficient standards to warrant its acceptance by

University Of Education Okara Campus.

Internal Supervisor: Miss Tanzeela Manzoor

Designation: Project coordinator

External Examiner: --------------------------------------

Designation:
 ACKNOWLEDGEMENT

I humbly prostrate to ALLAH the almighty, the most benevolent and the most

merciful for showering his blessing on us throughout our lives and especially

during Professional Project. It was he and the prayers of my parents, who gave

us courage and will to complete my project.

I owe a debt of sincere gratitude, heartiest obligation and appreciation to our

worthy teacher MISS TAZILA MANZOOR for his guidance, insightful comments

and valuable suggestions.

I thank to my beloved parents and all of who prayed for our success and time

and again restored our confidence and helped us in every possible way they

could.

I want to pay our heartiest tribute to all friends for their consistent

encouragement, cooperation, inspiring guidance about the project. They helped

me in times of troubles; their love, support, devotion and sincerity have been

admiration.
DEDICATION

I dedicate my project

to my beloved parents

who always pray for me

and to my teachers

who work hard for my

personality development

and attitude.
 DECLARATION

I hereby declare that this project neither as a

whole nor as a part thereof has been copied out from any

source. It is further declared that i have developed this

report entirely on the basis of my personal effort made

under the sincere guidance of my project supervisor. If any

part of this Project is proved to be copied or found to be a

report of some other, I shall standby the consequences.

I further declare that this project and all associate

documents, reports, and records are submitted as partial

requirement for the Professional project Requirement..

Student: Signature

Muhammad Sulman Ashraf

 EXECUTIVE SUMMARY

Pakistan is a tropical country and has accorded a favorable reception to thirst

quenchers such as fruit juices and aerated drinks. The nutritive value of real fruit

beverages is far greater than that of synthetic products, which are being bottled

and sold in large quantities throughout the country. If real fruit juices could be

substituted for these synthetic preparations, it would be a boon to the consumer

as well as the fruit grower.

Pakistan is a market of diversity – diverse with regards to incomes, price points

of products, culture and preferences and a marketer has to get use to these

diverse characteristics of the market.

Drinking juice is not a part of our culture. We drink water with our meals but in the

West one starts the day with breakfast and a glass of juice. Juice is to a great

extent considered as a luxury not a necessity in our society, surely but slowly

things are changing mainly in the urban and semi urban areas, where the

population is getting more and more health conscious and are realizing the

important nutrient values of fruit and are making them a part of their daily diet.

The industry will have to organize various promotional activities from time to time

mainly to increase sampling and to educate the consumers about packaged fruit

juice that it is as pure and nutritious as fresh juice which is perceived as fresh as

it is extracted in their presence i.e. actual or assumed.

This project is related to a drinking juice which is named as “CANO JUICE”. The

juice name is entirely related with sugarcane. So the juice that is going to

launched is sugarcane juice. This is entirely a new product in Pakistan as

sugarcane juice is provided in packing form. The name “CANO JUICE” is

selected on the basis of research. For starting this project, firstly I have done

marketing research in which I have filled 100 survey forms from the general

public. After taking response from the market, it is observed that there is a need

for such type of juice.

 TABLE OF CONTENT
Page #

1. INTRODUCTION

2. OVERVIEW OF THE ORGANIZATION

2.1 Brief History -------------------------------------- 2

2.2 Group Of Companies-------------------------------------------------------- 2
2.3 Mission ---------------------------------------------- 3
2.4 Vision --------------------------------------------------------------- 3
2.5 Product And Services ------------------------------------------------------------ 3
2.6 Product Mix ----------------------------------------- 4

3. INDUSTRY ANALYSIS
3.1 Market Situation Analysis---------------------------------------------------- 5
3.2 SWOT Analysis --------------------------------------------- 6
3.3 Competitors SWOT Analysis ----------------------------------------------- 7
3.4 PEST Analysis ------------------------------------------------- 7

4. MARKETING RESEARCH
4.1 Questionnaire Design--------------------------------------------------------- 8
4.2 Interpretation And Results--------------------------------------------------- 8

5. MARKETING STRATAGIES
5.1 Product Development --------------------- 13
5.2 Segmentation,Targeting and Positioning--------------------------------- 14
5.3 Strategy For Entry, Survival And Winning------------------------------ 14
5.4 Pricing Stratagies --------------------------------------------------- 15
 5.5 Promotional Stratagies ------------------------------------------------------ 15
5.6 Distribution Stratagies ----------------------------------------------- 16

6. FINANCIAL PLAN

6.1 Projected Income Statement ---------------------------------------------- 19

6.2 Common size Income Statement ------------------------------------------ 19
6.3 Break Even Analysis ------------------------------------------ 20
6.4 Risk Assesment And Response Development------------------------------- 21

7. RECOMMENDATIONS

8. CONCLUSION

9. REFERENCES