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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

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

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

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

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

the BINGO. 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 .Target Segment Customer Need Corresponding Benefit All features of the product Children Nutrients Healthy diet Portability Increases appetite Sports Individual Energy Calories All features of the product Aseptically packaged Affordable price People facing digestive problems Relieves indigestion Low price  Table A: Need – Benefits of BINGO PRODUCT REVIEW Our fruit juice.

Nutrition Facts Serving Size 2000 cal diet Sodium Bicarbonate 2.0gm Protein 1.5gm Sodium 1. Aseptic Filling For round the year availability of the fruits.5 g. Fresh fruit directly from the farms.5gm Sugar 31gm Vitamin C 5. arrangements will be made for the storage of off season fruits. 8 .7gm PRODUCTION The BINGO production process includes the following steps: 1. 2. Citric Acid Anhydrous 2.15gm Carbonates 32.32g.INGREDIENTS BINGO Ingredients: Ingredients: Fruit juice (89%).18g Energy 157cal Fat 0. Low temperature pasteurized. Juice production in a sterile environment 3. Sodium Carbonate 0.

PACK AGING The packaging process includes Aseptic container production & packaging. The packages and SKUs were carefully selected and designed for product differentiation (Shelf Space) and longer shelf life in mind. 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.

PACK AGE BRANDING Brand name: BINGO Brand name was chosen for a juice because of its unique and effective way of digestion.    Apple Orange Strawberry These flavors will be available in all three SKUs. 10 . 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.

more specifically the Cold beverages market.COMPETITIVE REVIEW Our product is basically target towards the Beverages Market. Bingo’s competitors can be divided in to two categories:   Branded Beverages like NESTLE Digestive medicines like ENO. 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 .

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

very less budget will able for promotion and advertising.  Low budgets: Being a small group with limited budget.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 .  Limited production capacity: Initial production capacity will be limited. this is a major weakness and strategies will be used to overcome this and build brand awareness.

Successive strategy. below the line activities will be used to promote the product Push strategy through distribution channels. We also must measure awareness and response so we can adjust our marketing efforts if necessary. Our secondary consumer target is schools and colleges which has the major segment of teens and preteens.to upper-income households and individuals who are facing digestion problem. .  MARK ETING STRATEGY BINGO marketing strategy is based on a positioning of product differentiation. 16 . because of low budget for advertising. after the successful launch should be focusing on our ability to establish a well-regarded brand name linked to a meaningful positioning. and value. 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. Our primary consumer target is middle. This segment can be described demographically by age (7-19) and education status. quality.OBJECTIVES AND ISS UES     Major launch objectives will be building brand awareness and product trial Due to low budget. We will have to create awareness of our product and brand through target consumer promotions. 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.

Hygienic juice with original fruit taste which is readily available.75 47/Rs. 60/The prices have set low to increase trial and brand penetration. 2/3/2/Rs. PRODUCT S TRATEG Y The product characteristics and branding has been discussed in detail previously. 8/15/30/Rs. 3/7. 1. 15.75/13/- SKU 250ml 500ml 1 Liter.3/26. The price Break is as follows: Production Packaging Distribution Trade Retailer Retail Price RP + 15% Sales Cost Cost Cost Price Margin GST Margin Rs. The product will be available in three different flavors and SKUs. 17 .3 29.POSITIONING Using product differentiation.Rs. 18/35/60/Rs. we are positioning the BINGO as the fresh natural. 18/2) 500ml Rs. 35/3) 1 Liter. 1/1 /2/Rs. 3/Rs 4/Rs. PRICING STRATEGY The BINGO SKUs will be available at the following prices: 1) 250ml Rs. and is for everyone.75 51/Rs. Rs. 14/.

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 wellknown stores. 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.

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

ELECTRONIC MEDIA ADVERTISING Media This advertisement is to be launched at Geo TV. ARY Asia. Because the teenagers has at maximum viewer ship at these channels. Shop posters Banners Billboards     Schools:   Awareness campaigns Free sampling ESTIMATE SALES First three months: End of year: 60 thousand units 5 lac units – 8 lac units 20 . 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. ARY digital and AAJ channels.

Sample survey is provided: 21 . The market research helped out in identification of the gap required to be filled. As the consumer today is health and hygiene conscious so this leads to further reinforcement of the basic idea of this research.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.

12Gender: Marital Status: Married 3Age Group: Below 20 4Occupation: Student Wife 5Monthly Income / Pocket Money (Thousands per month) Below 10 610-20 Above 20 Professional Not Working House 21-30 31-40 Above 40 Unmarried Male Female Rate the following from 1-4 (in order of preference) Appearance Taste Hygiene Fruit Freshness --------------------------------------------- 7- How would you grade the existing product available in the market? Good Satisfactory Not Good 6- Your preference about the existing product? Home made As available in market 7- What do you suggest for BINGO? ______________________________________________________________ ______________________________________________________________ ______________________________________________________________ ______________________________________________________________ 22 .QUESTIONNAIRE MILK SHAKE DRINKS AVAILABLE IN MARKET Please tick the appropriate box.