Date post: | 17-Jan-2017 |
Category: |
Marketing |
Upload: | sadman-samad-sad |
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Mkt 302 Presentation
“ ICE TEA “
ByPran
GROUP : LIFTEX
#Logo & Slogan
Situation Analysis
&
So, We believe that
2 out of 5
#Target Audience
Youth People
Age 14 - 35
Estimated About30 million
#Positioning
Great
tasting and
good for consumers
AIM
TO GENERATE EMPLOYMENT AND EARN DIGNITY & SELF RESPECT FOR OUR COMPATRIOTS THROUGH PROFITABLE ENTERPRISES
Vision
Improving Livelihood
How pran Ice TEA defines MARKETING
Pran Ice TEA
Malta Iced
Tea
Sweetened
Iced tea
Unsweetened
Iced tea with
Lemon/Ginger
Iced tea Diet
Sweet Tea
Diet green tea with Mixed
Berry
Iced tea Diet
Lemon
Pran Ice
TEA
#Marketing StrategyHi there, I'm completely New Market
with New Product
#CUSTOMER VALUE PROPOSITION
Brand Target- Youth Benefits
More for More
1. Strong Financial & Distributor Backup
2. Good Quality3. Infrastructure
4. Research Facility 5. Ingredients
Inexperienced Rivalry
firm
1. High Growth Rate 2. Brand Equity
3. Untapped Segment4. Increasing concern
for health
SWOT ANALYSIS
Marketing Mix
Core Product : TEA Beverage
Actual product :
Branding( Aspect of
refreshing, tin
pack )
Brand Personality Brand Equity( Sparkle, Healthy,
Innovative )
( Provides Consistent
Quality
With Vigor )
Product
Packaging( Labeling Ice
such attractive
way)
Price
8 BDT
Ice TEA
25 BDT 15 BDT
Place
Pran Manufacture
Distributor
Whole
SellersRetailers
University Restaurants/
Institutions Offices House
Promotion
Paper MediaTelevision Radio Print Media Social Media
Guerilla Marketing
Ice TEA
Public Service Advertising
Drive CarefullyPOWERED BY, PRAN ICE TEA
Financial Description
• Pricing Strategy
•
•
•
Unit cost
• Sachet = VC + (Fixed cost/Unit)
= 3+(2400000/800000)
= 6 Taka
• 200ml bottle = VC + (Fixed cost/Unit)
= 12+ (24,00,000/300000)
= 20
Mark up price
• Sachet = Unit cost / (1- .20)
=6/.80
= 7.5 ( company price)
• 200ml bottle = Unit cost / (1- .15)
= 20/ .85
= 23.50 (company price)
Breakeven Volume
• Sachet = Fixed cost/ (price-Variable cost)
= 2400000/(7.5-3)
= 533334 unit
• 200 ml bottle = Fixed cost/ (price-Variable Cost)
= 2400000/(23.50 – 12)
= 208696 unit
• Actual Target production : For sachet 800000
For 200ml Bottle : 300000
Vending Machine
Number of
Machines
Normal Price Minimum
Advance
EMI Discounted price
01 20,000 10,000 12 Not Available
02 20,000 15,000 12 17,500 x 2 = 35000
03 20,000 25,000 12 15,000 x 3 = 45000
GRAND LAUNCHING
Activities Expense
2,000,000
150,000
500,000