Date post: | 12-Aug-2015 |
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Awais Tahir Mughal
1556\FET\F11\A
Zeeshan Afzal1573\FET\F11\A
CEO
Chairman
C&C Juices Pvt Ltd We Need Your Health
Company Profile:
Executive summary:
A Unique marketing plan is one of the best tool of a marketer to be
successful in his business. As a student of International Islamic
university Islamabad we were assigned to make a Buisness plan. For
this purpose we selected “SugarCane Juice” as our product and
made a buisness plan of this product”
Company C&C will establish in 2015. Then it will continue to provide
best quality juices and products to its customers with products and
packaging innovations. The company will try their best to differentiate
themselves from other companies in the field.
C&C serves both the consumer market, as well as local restaurants. We will InshAllah succeed in developing a awesome business through the use of our two competitive advantages, quality and unique.
Our mission is to provide the best quality Juice. We are here to grt
more customers and to maintain customers. We will exceed the
expectations of our customers.
Then we discussed about strategic plan , STP analysis, market trends
and market growth. We did SWOT analysis, Competition analysis,
market summary and also our competitive advantage.
We will also provide, pricing strategy, marketing strategy and also
distribution channel. We catagorized our local and advertising and
promotional activities to get better results. We also included financial
plan and our implementation plan .
Company Summaries:
Legal Name : Cool & Cane JUICE
Trade name : C&C Juice
Business Address : H10 Markez , ISB
Head Office : H10 Markez , ISB
E-mail : [email protected]
Website : CANDC.com
Phone 1 : +923351585283
Phone 2 : +923139992513
Location:
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 manufacturing plant as further the "H10
Islamabad" which area is much free from the violence of political
disturbance & other hindering factor.
Central office:
Our target distribution place is Islamabad and other cities. So, our
central official position is situated at the I10 Islamabad Sector and nearer
sectors. In other districts our own distributor sends our products through
low cost with our great transportation facility.
Size & capacity:
1. 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.
2. In total we need 5600 square feet to move freely.
3. A small portion of that place will be used as a controller office.
4. Warehouse free space to store & preserve the raw materials.
5. Central office space is about 4000 square feet.
Product and Service overview:
Product and service overview includes categories of product, raw-
materials of product and also the nutritional value of the C&C.
Category of product :
There are six season in Pakistan. Among them summer is the most
vital season for huge production of C&C. We select summer
sugarcane for our juice production. So our target product is
summer C&C.
Strategic Plans:
The new marketing plan has developed its strategies by focusing on the
vision, mission, goals as well as its core competency.
Mission statement
“Our priority, your health”
It is the mission of C&C, to provide you the best. It is our duty to prefer
your health by offering tasty, affordable and highly nutritional product
to its consumers.
Vision
It is the vision of C&C, to be the leading company in juice production.
And always provide the assurance of outstanding quality to its
customers.
Objectives and goals of the company
The main objectives of C&C pvt ltd are as following:
To create strong customer relationship.
Identify the needs of customers like new taste and new products.
Maintain market leadership by maintaining the pure quality.
Stop brand selling but do not reduce the quality.
Aggressive distribution of the product.
Provide juices which are fit for human body.
Make their product available at every place of the market.
We divided our goals into further two part, financial goals and Non-
financial goals""
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.
Products of the company:
The company is already dealing in juices like orange and pineapple
juices. C&C is going to launch a new product in the market which is
Sugarcanejuice.
Ingredients:
Sub items which make the juice complete and more nutritious , are as
follows:
Water
Sugarcane
Sugar
Citric acid (E330) as acidity regulator
Preservative (sodium benzoate)
Manufacturing cycle
Steps involved in production process
Production of C&C is a standardize process and initial preparatory
process for all fruits will be similar as will be the last stages of juices
section and packaging, although difference in handling juice
composition arise in certain cases due to nature of fruit and
percentage of vitamins involved. Basically preparation of C&C involves
the following steps.
Boiling of C&C
Storage in tank
Ingredient mixing syrup in tank
Juice preparation
Juice storage tank
Filling and packaging
Cooling and storage
SUGARCANE PRODUCTION PROCESS
Fruit boiler where sugarcane is cooked and shifted to the plate heat
exchanger. Then stored in the storage tank where ingredients are
mixed in desired quantity . then it is pumped to 90 degree centigrade
to inactivate enzymes and living organisms.
After that the juice passes through final filtration , before loading it
into a juice storage
tank. Now the C&C is ready for packaging.
Packing and labeling
The C&C will be then packed in the different type of quantities
demanded by the market but will be best quality . Consumer packs of
300ml packed and then labeled the RAMS juices.
It will remain in cool dry storage.
Benefits of drinking Sugarcane
Sugarcane prevent and heal source for sore throat , cold and flue.
This is the only sweet drink even the diabetic can also enjoy without
fear. It is because it has no simple sugars۔
Because of its alkaline nature it helps to fight cancer.
According to Scientists It has positive activity against prostate and
also breast cancer .
It hydrates the body quickly when body got heat from physical
activity.
It is Excellent substitutes for aerated drinks and cola.
It energizes the body of human instantly as it is rich in carbohydrates.
It strengthens the kidney , heart, stomach ,brain and eyes.
It helps the kidneys to perform their functions smoothly.
.
Market analysis:
Currently in Pakistan , there are 24 juice processing units and a
number of small units in informal sector are working . The recent
capacity is almost 400000 metric tons per annum and with a demand
for juices at 27% growing rate.
The juice industry reported the sales of 8.526 billion Rs in year 2008.
Market Summary:
We have 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.
Behavior Factors:
Are willing to pay a premium for best quality and tastier juice.
Value of more attractive beverage of this vegetable juice.
Enjoy a high-quality juice without making it at home.
Market Growth:
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.
STP Analysis:
STP analysis comprises of market segmentation, target market and
positioning.
Market Segmentation:
We have segmented our customer into two groups.
Individual consumers
Restaurants
Hospital (patients of joindess)
Target Market:
The target market also for our product will be middle , upper middle ,
and the elite class.
C&C is a type of product which everybody wants to have . But the
price of our product is lower , so every class can afford it easily . We
will be introducing our product in cities as well as small rural towns.
Following segments in the market will be targeted
Students of schools ,
colleges and universities ,
Specially the patients of joindess , auspicious thing for their liver
People of all age groups
Sportsmen
Positioning:
Juice helps to maintain health in short time, which create a value in
consumers mind about this product and motivate to buy frequently .We
will position itself as:
High-quality producer.
Professional.
Reliable
SWOT analysis
The following SWOT analysis captures every strengths and weaknesses.
It can be within the company and out of the company and describes the
threats .
Strength
Company image
Market shares
Excellent market skills and services
Research and development
Innovations
Quality conscious
Well developed
strategy
No competitors
Affordable price
Weakness
Inadequate human resource
Indirect relation with customer
Opportunities
Profit margin
Capture the market
Expansion of business
Threats
New entry
Economic recession
Lack of efficient labor force
Rising manufacturing cost
Government policies
Political instabilities
Competition Analysis:
Sugarcane Juice is almost a new product in the market. No
competitor in the market in Pakistan.
Competitive Advantage:
Our competitive advantage is really a superior one;1. 100% Sugarcane.2. Less fat & calories than other drinks.3. Tasty & healthy
Strategic Marketing Analyses:
Strategic marketing analysis involves marketing behaviours, marketing mix, marketing objectives, and market research of C&C .
Marketing Objectives:
Our objectives of integrated marketing are:
Inspire consumers to view C&C in a new more vibrant light Show great taste of all C&C products Establish a connection between C&C and healthy active lifestyles
Marketing mix:
The marketing mix is the most important factor in order to let the
people know about your product . It involves the 4p’s . Product , price ,
place and promotion.
In order to capture the market , we have to apply an effective
marketing mix , so that our juice will be the most desirable juice in the
market.
Price
The company is offering the C&C products in tin packing , which is
highly hygiene and preservative in nature.
The price of the juice will be Rs 25.00 only
Place
The company will initially launch its juice in Islamabad Rawalpindi,
Lahore and Faisalabad . But after analyzing the feedback of the people
, the company will try their level best to launch their product in the
other cities of Pakistan.
Promotion
Promotion is the most important thing in order to create an
outstanding demand for the juice . Promotion steps should be very
effective , so that the more and more people came to know about the
new product.
Advertisements
Posters
Billboard
Free juices
Sponsorships
Radio commercials
TV commercials
Newspapers
However, this has been extended in recent years as certain features in
relation to the marketing of services have become recognised as
being important. There are an additional 3 Ps that now make up what
has been referred to as the 7 Ps.
People
People are an essential ingredient in service provision; recruiting and
training the right staff is required to create a competitive advantage.
Customers make judgments about service provision and delivery based
on the people representing your organisation. This is because people are
one of the few elements of the service that customers can see and
interact with.
.
Advertising and promotion:
A mixture of advertisements and networking will be used to increase visibility for C&C.
In first we will be focused on introducing the product. The advertisement will on different media . television, newspaper, facebook to make people aware of the product.
Promotional activity:
We make promotional activities for our product in different school, college, hospital, and restaurant.
1. Advertising themes will be changed with time and promotional activity will be carried out to generate the consumer.
2. 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.
3. We will provide different incentive to our distributor.4. Sometimes we will offer free sampling for the mass sale of
product.
Company Organogram:
CEO
Director
Chief marketingChief HRChief FinanceChief IT
GM Product &Service
GM HR Operation
GM Finance & Accounts
GM IT& Planning