STRATEGIC MARKETING PLAN

FOR

NEW PAPAYA JUICE

Introduction


It is a marketing plan for the Papaya juice. As we know, Papaya is a useful fruits for all class of people. The people of all over the world popularly accept it. I think if a company lunch a project for making juice from papaya, it will be more profitable for that company. In this marketing plan, we segment the target market and specially target the middle class. We analyze 4 Ps, competitors, consumer buying behavior etc. However, this is a proposed marketing plan that needs to be modified considering the firm policy and implication strategic limitations and market conditions.

Key Success Factors

Quality Affordability Strong distribution channel Nutrient, hygienic and safety Availability of raw material

Proposed name of the brands

Name of the brand New Papita Junior Juice

For the babies from 6 to 12 years

Papita Smart Drinks

For the teenagers and Young's

Papita Gold Drinks Above 30

Objectives
  

15% market share at initial stage Increase gross margin more than 10% at the end of the year Increase sales by 20% per year

Segmentation
Others 5% upper middle class 10% lower upper class25% middle class 60%

Consumer behavior analysis



Following data taken from the market survey on the consumers that shows the consumer behavior of food products. However, it does not reflect the whole sceneries but it would be very much helpful to market the product.

Consumer behavior analysis

Ultimate consumers of the product give more emphasis on following factors in selecting different types of juice
35 30 25 20 15 10 5 0 quality price taste Oth.

Consumer behavior analysis



The functions for what consumer buy frequently that means the attributes, which play strong role to the buying decision of a consumer is given below serially by their importance

Quality Taste Availability Hygienic factors

Affordability

Influential advertisement

Market analysis


Competitor analysis
There are four main competitors in the market. These are
Pran Shezan 1. Mango juice Acme Akiz

1. Joy juice 2. Pran junior 3. Pran frooto

1. Mango 1. Frutika Mango juice 2. Frutika Orange 3. Frutika black Barry

Competitor analysis


We had a survey that shows that these competitors captured the whole market. There market share ratio is given bellow40 35 30 25 20 15 10 5 0 1st Qtr 2nd Qtr 3rd Qtr 4th Qtr 5th Qtr Akiz Pran Acme Shezan others

From above we know that our main competitors are mango or orange juice producer companies like Akij & Pran

DISTRIBUTOR/ RETAILER BEHAVIOUR ANALYSIS



The factors that prioritized to distributor are 3 Quality 4 Packaging & Advertisement.

1 2 Attractive Price margin

The factors that prioritized to retailer are 1 Prize on sale. 2 Margin. 3 Credit facility. 4 Quality.

Strength of Papaya Juice.

 

  

Availability of raw materials. It will reduce cost of good sold. Reasonable price. May earn maximum profit. All aged people might be our possible customers.

Weakness of Papaya Juice

 

 

Its a new product. Huge market share is captured by competitors. Market position of mango juice is strong. We havent any experience.

Opportunity for Papaya Juice

   

More sales for reasonable price. Low cost, quality product. Variety of consumer testes. Variety products for different segments.

Threat for Papaya Juice

 

Foreign products. Competitors could also diversify their product. Our competitors are financially and technically strong. They have brand equity.

PRODUCT FEATURES


NEW PAPITA JUNIOR

Specially made for the kids Enriched with Different shapes Testified by child Food and Nutrition Department of Bangladesh and BSTI Design of cans, containers and UHD packs Promotion to kids Promotion to retailers by commission Ensure international standard

PRODUCT FEATURES


PAPITA SMART DRINKS

Specially made for teenagers and youngs Enriched with Testified by Food and Nutrition Department of Bangladesh and BSTI Design of cans, containers and UHD packs Substitute suitable tasty drink Promotion to retailers by commission Ensure international standard

PRODUCT FEATURES


PAPITA GOLD DRINK

Specially made for aged old people Enriched with Substitution of other fruit juice Testified by Food and Nutrition Department of Bangladesh and BSTI Low percentage of sugar Design of cans, containers and UHD packs Promotion by free sampling and commission Ensure international standard

DISTRIBUTION
       

Set one channel member in each district. High commission for retailer and distributor. Credit facilities should be given to retailer. There must be prize for 10 top sellers in a year. Distribution should be effective. There must be an effective chain information management. Supervision system. Sales team should be smart and effective.

PRICE
 

 

Actual price should be consultation with finance department. It will depend on cost of the machineries, production capacities, cost of row materiel, middleman commission and company policy. Our main goal is to focus on the growth of first three years. Considering this matter, we will set up the price at least 30%-40% below than the available brands of national companies and foreign companies.

PROMOTION
  

   

Free sampling Advertising TV Campaign, magazinesnewspapers Personal selling Direct marketing F.M. Radio. Create brand as national brand.

Conclusion
It is a strategic marketing plan for the new product. Some parts of this plan is not possible to incorporate. In this plan such as costs and budgets, profit and loss account. But I think it will be profitable marketing plan for a company.