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IQRA UNIVERSITY

F R E S H A N D H E A LT H Y
FRUIT JUI CES

BINGO JUICE
F-8 MARKAZ
ISLAMABAD

2

MARKETING PLAN BY: HASSAN SARDAR 10646 MUHAMMAD BIN TARIQ 10605 SYED ATIF UBAID 10665 TAIMOOR RATHOR 01813 3 .

TABLE OF CONTENT Executive Summary 5 Current Market Situation 6 Market Description 6 Product Review 7 Ingredients 8 Production 8 Packaging 9 SKUs 9 Product Range 10 Package Branding 11 Competitive Review 12 Market Share 14 Distribution Review 15 SWOT 15 Objectives and Issues 17 Marketing Strategy 17 Positioning 17 Product Strategy 18 Pricing Strategy 18 Distribution Strategy 18 Promotion 19 Estimate Sale 23 Market Research 23 Questionnaire 24 4 .

Quetta and Karachi are the major target markets for its sales. BINGO would be promoted as a product with youthful and fun-loving image. Lahore. Hyderabad. Currently. BINGO as the fresh natural. BINGO is striving to make its place in the market Through Its heavy Advertisement and Direct Selling at popular shopping malls and other crowded places. The company will start with an extensive distribution network including wholesaling and personal selling. and is for everyone. EXECUTIVE SUMMARY The ANDREWS COMPANY LTD wants to be a Global soft drink named “BINGO” with characteristics associated to digestion. Here it comes the need of our product that is basically considering on tasty drink as well as helpful for digestion. in Pakistan there are some sort tasty drinks but no doubt they are harmful for health to some extent. Hygienic juice with original fruit taste which is readily available. Islamabad. Faisalabad. 5 . BINGO advertisement target people of all age highlighting the instincts who are facing digestion problem. but if we look into juices like “ENO” and tablets like “HAJMULA” which are only restricted for digestion and can not be used otherwise. BINGO pricing strategy is “competition based pricing”.

15. To gain market share in this environment. Specific segments being targeted during the Initial Launch Table A (next page) shows how BINGO addresses the needs of the targeted consumers. A great number of local beverages brands in the market further reinforce this fact The estimated size of the beverages market is approx. sales in the beverages markets are dominated by the bigger companies but certain environmental factors have given small companies a chance to launch carefully positioned brands enabling them to get a reasonable market share and an opportunity for growth. MARK ET DESCRIPTION BINGO market consists of consumers who prefer Freshness.7 billion plus. Now. Good Taste. with an average growth rate of 20-25% for the next couple of years. however. BINGO also targets customers who are facing digestion problem. which meets the basic needs of all the consumer segments. a small budget startup aimed at producing high quality natural products. The emergence of these local brands is an indicator of the change in the consumer preferences towards local brands with good quality. Rs. BINGO must carefully target specific market segments with its unique value propositions and price. 6 . is about to enter the Beverages Market which is highly competitive and is dominated by strong Brands of established companies like Nestle. Unilever and other foreign and local companies. BINGO multi dimensional set of benefits and a range of different flavors make it a complete and balanced fruit juices. Healthy drink and easy availability at an affordable price. CURRENT MARK ET SITUATION ANDREWS COMPANY LTD.

the BINGO.Target Segment Customer Need Corresponding Benefit Children Nutrients All features of the product Healthy diet Portability Increases appetite Sports Individual Energy All features of the product Calories People facing digestive problems Relieves indigestion Aseptically packaged Low price Affordable price  Table A: Need – Benefits of BINGO PRODUCT REVIEW Our fruit juice. has the following characteristics:  Full of nutrients  Energy drink  Digestive juice  Hygienically Packaged  Delicious Flavors o Apple o Orange o Banana o Strawberry o Lemon 7 .

2. Low temperature pasteurized.18g Energy 157cal Fat 0. Sodium Carbonate 0.5 g. arrangements will be made for the storage of off season fruits. INGREDIENTS BINGO Ingredients: Ingredients: Fruit juice (89%). 8 . Aseptic Filling For round the year availability of the fruits. Nutrition Facts Serving Size 2000 cal diet Sodium Bicarbonate 2. Fresh fruit directly from the farms.7gm PRODUCTION The BINGO production process includes the following steps: 1. Citric Acid Anhydrous 2. Juice production in a sterile environment 3.0gm Protein 1.15gm Carbonates 32.5gm Sugar 31gm Vitamin C 5.5gm Sodium 1.32g.

SK US BINGO has the following Stock Keeping Units (SKU):  250 ml Translucent Pet bottle: Chosen because of portability and differentiation from the other competing products  500 ml Translucent Pet bottle: Chosen to cater the small segment of intermediate consumers  1 Liter Tetra Brick Aseptic ( TetraPak ): Chosen to cater the household usage segment 9 . The average shelf will be 3 months. The packages and SKUs were carefully selected and designed for product differentiation (Shelf Space) and longer shelf life in mind. PACK AGING The packaging process includes Aseptic container production & packaging.

PACK AGE BRANDING Brand name: BINGO Brand name was chosen for a juice because of its unique and effective way of digestion. Label design: The label was designed to look pretty and standout among different products while keeping in line with over all positioning of the product. PRODUCT RANGE BINGO will initially be available in three Flavors.  Apple  Orange  Strawberry These flavors will be available in all three SKUs. 10 .

Bingo’s competitors can be divided in to two categories:  Branded Beverages like NESTLE  Digestive medicines like ENO. COMPETITIVE REVIEW Our product is basically target towards the Beverages Market. HAJMOLA Branded Beverages: The major shareholders are the branded beverage producers and our product will be directly competing with these brands: Key advantages: The branded producers have several key advantages over our product:  Large advertising budgets  Established and well known Brand Names  Large production capacity  Established distribution networks with lucrative trade offers  Strong financial back allowing them to sustain longer with very thin sales margins 11 . more specifically the Cold beverages market.

Strategies:  Intensive distribution  Heavy advertisement  Heavy consumer promotion programs Digestive Medicines: The digestive medicines market is basically a drink or pills which can only be used after meal to get relief for indigestion. Advantages (ENO):  Old brand (built brand loyalty)  Can sell at a lower cost with narrow margins  Very low manufacturing overhead and expenses  Less need for advertisement or promotion 12 .

Market Share: Competitors Branded Beverages Nestle 43% Shezan 28% Others 29% Digestive Medicines ENO 31% Hajmula 24% Mylenta 29% Others 16% 13 .

 Affordable price: o Pricing is competitive and affordable. we plan to switch to much longer channel with more coverage after a successful launch. AND THREAT ANALYS IS Strengths:  Innovative product: o A similar product is currently not available in Pakistan. Lahore and Karachi.  Affordable with a bundle of values: o Full of nutrients o Energy drink o Digestive juice o Hygienically Packaged 14 . Rawalpindi. Upper Middle and some Middle Class areas. Among them the selection will be based on Geographic concentration and Income group. We will emphasize trade sales promotion in the first year and free sampling consumer promotion to entice trial and to build brand awareness. OPPO RTUNITIES. STRENGTH. DISTRIBUTION REVIEW BINGO JUIICE will initially be distributed through indirect channels (Producer to Retailer) to select A and B class stores and non-store retailers in the Islamabad & Rawalpindi markets. Although distribution will initially be restricted to these cities for the first phase of the test launch. WEAK NESS. The targets will be the stores within the vicinity of high concentration of Upper class. The areas initially targeted will be major cities like Islamabad.

 Limited production capacity: Initial production capacity will be limited.Weakness:  lack of Brand awareness: Being a new product and an unknown brand. Opportunities: o Increase in consumer demand o Expanding market for local Brands Threats: o Competition from large producers o A similar launch by a large competitor 15 .  Low budgets: Being a small group with limited budget. this is a major weakness and strategies will be used to overcome this and build brand awareness. very less budget will able for promotion and advertising.

. We will also be targeting people having digestive problem by launching awareness programs to make them aware of the new way of coping up with their digestive problem. MARK ETING STRATEGY BINGO marketing strategy is based on a positioning of product differentiation.to upper-income households and individuals who are facing digestion problem.  Successive strategy. We will have to create awareness of our product and brand through target consumer promotions. after the successful launch should be focusing on our ability to establish a well-regarded brand name linked to a meaningful positioning. below the line activities will be used to promote the product  Push strategy through distribution channels. 16 . OBJECTIVES AND ISS UES  Major launch objectives will be building brand awareness and product trial  Due to low budget. because of low budget for advertising. Our primary consumer target is middle.  All these will be judged after 1 year from the launch to analyze whether the launch was successful or not. We will have to invest heavily in marketing to create a memorable and distinctive brand image projecting innovation. This segment can be described demographically by age (7-19) and education status. quality. Our secondary consumer target is schools and colleges which has the major segment of teens and preteens. and value. We also must measure awareness and response so we can adjust our marketing efforts if necessary.

13/- 17 . 14/.3/. 35/- 3) 1 Liter. 3/.75 Rs. 47/. 29. 18/- 2) 500ml Rs. 60/- The prices have set low to increase trial and brand penetration. 30/. Rs. 3/. Rs. POSITIONING Using product differentiation. 7. 3/- 500ml 15/. Rs. and is for everyone. 8/. 18/. 26. Rs 4/. 2/.75 35/. we are positioning the BINGO as the fresh natural. 1 /. 51/. Rs. Rs. The price Break is as follows: Production Packaging Distribution Trade Retailer Retail Price RP + 15% Sales SKU Cost Cost Cost Price Margin GST Margin 250ml Rs. The product will be available in three different flavors and SKUs. 15. Hygienic juice with original fruit taste which is readily available.3 Rs. PRODUCT S TRATEG Y The product characteristics and branding has been discussed in detail previously. 60/.Rs. PRICING STRATEGY The BINGO SKUs will be available at the following prices: 1) 250ml Rs.75/- 1 Liter. 2/. Rs. 1. 1/. 2/.

The channels will be as follows: Manufacture Retailer Consumer TRADE OFFERS  Trade offers will be given to the retailers to aid in shelf placement and an increase chance for Impulse buying and brand exposure to the consumers.  Since our Brand is new brand we will have to give schemes to the retailers in order to attract them and take our product.  Sample schemes: o 12 + 1 o 24 + 2 o 36 + 3 18 . DISTRIBUTION S TRATEGY Our channel strategy is to use selective distribution to BINGO sold through well- known stores.

AD-1: Teaser ad for creating “before Launching” demand. Media category: Media category decided for the advertisement is local leading English newspapers as our target market is some upper and upper middle class. a largely distributed paper. Newspaper: The readership for local newspaper is “The News”. 19 . so keeping those people in view the readership of such newspapers is absolutely accurate. PROMOTION PRINT MEDIA ADVERTISEMENT The advertisement decided for the newspapers is shown on next page.

 Shop posters  Banners  Billboards  Schools:  Awareness campaigns  Free sampling ESTIMATE SALES First three months: 60 thousand units End of year: 5 lac units – 8 lac units 20 . ARY Asia.ELECTRONIC MEDIA ADVERTISING Media This advertisement is to be launched at Geo TV. LOW SCALE PROMOTION:  Retailers:  For impulse buying of our product different banners and posters are provided to retailers for product promotion and also some trade offers are used so that preference should be given to the product and appropriate shelf placement is provided by the retailer. Because the teenagers has at maximum viewer ship at these channels. ARY digital and AAJ channels.

As the consumer today is health and hygiene conscious so this leads to further reinforcement of the basic idea of this research. The market research helped out in identification of the gap required to be filled. Sample survey is provided: 21 . MARK ET RESEARCH A survey was conducted for fruit juices and digestive drinks existing in the market and the preferences given by the user to such products.

Monthly Income / Pocket Money (Thousands per month) Below 10 10-20 Above 20 6. What do you suggest for BINGO? ______________________________________________________________ ______________________________________________________________ ______________________________________________________________ ______________________________________________________________ 22 . Age Group: Below 20 21-30 31-40 Above 40 4. How would you grade the existing product available in the market? Good Satisfactory Not Good 6. Rate the following from 1-4 (in order of preference) Appearance ------------ Taste ------------ Hygiene ------------ Fruit Freshness ------------ 7. Occupation: Student Professional Not Working House Wife 5. Gender: Male Female 2. QUESTIONNAIRE MILK SHAKE DRINKS AVAILABLE IN MARKET Please tick the appropriate box. Marital Status: Married Unmarried 3. Your preference about the existing product? Home made As available in market 7. 1.