STRATEGIC MARKETING PLAN

For

SUGARCANE JUICE

THE PRODUCT-SUGARCANE-VITA

INTRODUCTION

It is a marketing plan for the Sugarcane juice. As we know, Sugarcane is a useful fruits for all class of people and it is available for Bangladesh. The people of all over the world will popularly accept it. I think if a company lunch a project for making juice from sugarcane, 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 4Ps, 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.

OBJECTIVES

10% market share at initial stage 18%market share after 1 year 30% market share after 5 years Continuous growth in sales Delivering the good quality and taste to the consumers at a fair price

PRODUCT FEATURES

Hygienically extracted Rich in salts Contains 15% natural sugar Rich in carbohydrates, vitamins and roughage Helpful for: -jaundice -eye disorder -cancer

SEGMENTATION

Geographic segmentation Rural Areas Urban areas Densely populated regions Regions with predominantly hot and arid climates

SEGMENTATION (CONTD.)

Demographic Segmentation--- Individuals with age 3 years and above Individuals across all income groups Working and non-working individuals Students Institutions and offices Restaurants and hotels Retail shops

SEGMENTATION (CONTD.)

Psychographic Segmentation Health conscious consumers Consumers who have inclination towards nature and natural products Quality conscious consumers Consumers who have diverse tastes and seek variety

OUR COMPETITORS

Manufacturers and producers of---------

Branded and unbranded fruit juices Soft drinks Fruit based milk drinks Natural mineral water Fruit shakes

STRENGTH OF SUGARCANE-VITA JUICE

Availability of raw materials Reasonable price Economical benefits for Bangladesh All aged people might be our possible customers

May earn maximum profit

WEAKNESS OF SUGARCANE-VITA JUICE

Its a new product Huge market share is captured by the competitors We have no experience

OPPORTUNITY FOR SUGARCANE JUICE

More sales for reasonable price. Low cost, quality product. Variety of consumer testes. Available raw materials.

THREAT FOR SUGARCANE JUICE

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

OUR USP(UNIQUE SELLING PROPOSITION)

SWEET, HYGIENIC AND HEALTHY

IN A NUTSHELL. PROMOTION

Newspapers
Television & Radio

Billboards
Promotional Vans

(CONTD.) PRICE

Each unit would cost the customer between Tk. 15 to Tk. 20

Price should be clearly printed on the package

(CONTD.) PLACE

Use attractive displays at all retail outlets Ensure availability to keep up with the brand promise of quality service

DISTRIBUTION CHANNEL

Distributor

Wholesaler

Retailer

CONTROL

We are planning tight control measures to closely monitor quality and customer service satisfaction. This will enable us to react very quickly in correcting any mistakes that may occur.

CONCLUSION

The idea of sugarcane juice is new in Bangladesh. Our Sugarcane-Vita juice is an innovative and new idea for marketing. Customers who are aware about their health must accept our product. According to our marketing research(R & D), we see that our product will be the best marketing product within a few years. We will achieve our targeted market share and become the leader of the juice sector.

THANK YOU

QUESTION??????????????