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COMSATS Institute of Information Technology


Marketing Plan
Tetra pack sugarcane juice

Ms Naima Khurshid


(MBA-B5) Section A

Department of Management Science

COMSATS Institute of Information Technology, Sahiwal

Tetra pack sugarcane juice

Sugarcane Juice is a Marketing idea that deals is product. Our product is sugarcane juice
in tetra pack packaging. Sugarcane juice is widely used in summer season because it is
good in taste and low in cost. But problem with this is that it can’t preserved for long
time. In Pakistan no company has launched sugar cane juice till now in tetra pack. The
methodology used in Pakistan is quite old and so many people don’t go for this sector
because the risk of the low shelf life. So we have decided to launch a sugar cane juice
because sugar cane juice is naturally sweet, so it can be sold with a little additional
processing we can make flavors also as a ginger, lime juice, mint leaves.

Fresh sugar cane juice has no preservatives, however its tendency to turn black from
oxidation soon after pressing is very high, so to secure from oxidation we should pack in
tetra pack packaging. The sugar cane juice has several health benefits and medicinal
properties most of which remains unknown to the masses. It has direct effect on digestive
system and it contains nutrients which are healthful for life 2. It strengthens the stomach,
kidneys, heart, eyes, and brain and sex organs. The juice sucked from the sugarcane can
prove highly valuable in case of weak teeth due to lack of proper exercise resulting from
excessive use of soft foods. It gives a form of exercise to the teeth and makes them
strong. It also keeps the teeth clean and increases their life.

To evolve as one of the best Producer of quality sugarcane Juice which is
organically, grown extract juice scientifically and serve a totally natural and hygienic
DESI refreshment in our country because it is in our culture to use sugarcane and
continue to retain the position, by improving the quality and bringing the innovation in
our product, to meet the customer changing needs. So we can increase our profit.

Mission Statement
To refresh the people of all ages with our product. We want to be at the top in the field of
juices and breweries.

Tag Line:

“Fresh Juice and Healthy Life”
Goals and Objective

Our objective is divided into different parts.
• First year objective is to capture 8% market share of juice industry with sales
revenue of minimum 20 million and net profit of 3 million.3
• 2nd year objective is to obtain 18% market share with sales revenue of 40 million
rupees net profit of 7 million. And five year our market share will be 30 %.
• Continuous growth in sales
• Increase the seasonal sale’s volume
• Improve the company’s image
• Delivering the good quality and taste to the consumers at a fair price

• Our main issue is about the perception of people about the sugarcane juice
building brand is very difficult due to perception because they will think that it
is easily available in fresh form then why we buy it in tetra pack.
• We must invest heavily on promotion of juice and also marketing plan will
change time to time because we are new in the market so we have to create
awareness in customer about our product and to attract them.

3.Executive Summary

This report explains the marketing plan for launching a sugarcane Juice named
“Cane-O-Cool”. This product has been made by the United Private Limited .In the very
beginning of the report we have explained the mission and vision of the Sugarcane juice
and then we have further carried out our activities to achieve our goals and objectives.It
will be introduced in the market with the help of various promotional displays,
advertisement and distribution of free samples to the general public and financial
institution. This report examines that this product is initially launching in Whole Pakistan
domestic market. The study included both primary and secondary research. The primary
study focused on a survey of the competitors and the likings and disliking of people.
Through this strategy company can penetrate more into the market and can attract the
bulk of customers. For this purpose we have conducted SWOT analysis of the
company to see the company’s strengths, weaknesses, opportunities and threats. Then
we have explained the purposes, benefits and objectives of our product.
Then we have made marketing strategies for our product. We have divided market into
different segments and decided to target the male, female, youngster mature and old age
person. We have also paid special attention to the packaging, color and price of the
product. We have decided to place the product in all the markets of Punjab especially in
the canteens of colleges and universities and retail outlets. We will promote our product
through electronic media, print media, cable, and outdoor sources. We shall also conduct
a market survey in future to know the opinion of public about our product and developed
our product accordingly to our customers changing needs and demands.
4. Situation Analysis
A.Target Market Summary
Although our juice is for all ages and for all kinds of people. But the youth is our main
target. As this segment is maximum in number in population in Pakistan and it is more
Fun loving and excitement seeking so it is our best target market.
4.1 Market Demographics

Demographic Age Gender Income
Company targeted Both male and All social classes
customers above female
than 3 years &
Geographic City City City

Lahore Islamabad Multan

4.2 Market Needs
In summer people of all ages take soft drinks and juices to quench their thirst .So
Sugarcane juice in tetra pack is highly demanded by customers because it reduces the
thirst and it is useful for healthy life because it is hygienic and pure. So when it is highly
available at affordable price at everywhere customers will use Sugarcane juice than soft
drinks because it has no side effects and it is safe.
4.3 Market Trends
In target market there is trend of soft drinks and juices. People use juices to have a fit
life and also to serve their guests as well. Because juices are hygienic and nutritious
and have a good taste then soft drinks. In summer its usage is more so the availability
should be increased to meet the demand of customers.

4.4 Market Growth

Juices market expands very fast .A new research proves that in future (2012) every
person use 85.5 liters juices per years..4


B. Swot Analysis


First mover Advantage:

We have introduced sugarcane juice in tetra pack for the first time. So it is helpful for us
to have more customer at the than other new competitors because the time the take to
enter the market the customer will become loyal to our product.

Quality Conscious

Rus-sip produce a good quality products. It can not compromise on quality.

Less no of taste:

We have introduced the first time that there is not any sugarcane juice in tetra pack
available in market.


Storage ability

Rus-sip juices not store able for long time.


Consumers are brand loyal toward competitor’s product so we have to convince
them.Beacuse there are already competitors who are dealing in juices and beverages,
so it is difficult to shift them from other juices.


New flavor:

We can introduce flavored sugarcane juices. E.g., mint and ginger flavor etc.


We can export our product to foreign country in order to earn more profit.

Global hub

Since manufacturing of some products is cheaper in Pakistan than in other South East
Asian countries

Support foreign investors

Government support foreign investors to invest in Pakistan.

Government Regulation

They face problem if government employ taxes on them which force them to raise the
price of their product.

Increase in competition

There is large competition in juices market

Entry barrier
There are no many entry barriers so a large numbers of local juices enter in juices market

C. Competition Overview

Direct Competitors

The direct competitors of our Product are:

• Shezan (Mango, Punch, Orange, Apple.)
• Nestle ( chounsa , guava, grapes nectar)
• Coca cola (pulpy orange)

But we are not competing our product with them because they are the competitors of the
Juice market and they are only providing the different flavor juices but not the sugarcane

Indirect competitors

As the Sugarcane juice is the symbol of the refreshment and nutrition and it is also a
substitute for the other soft drinks. So we have compared it with other soft drinks.

So in the soft drink market we have the competitors like
• Coca cola
• And other Instant drinks
D. Distribution Channel overview

Channel Level




Sugarcane juice has its own distributors which are suppose to deliver the Sugarcane juice
to the retailer.
We have our distribution in following cities under following person,

Lahore:Azhar Hussain
Islamabad:Tauqeer Abid

Multan:Mazhar Khan joiya

E. Environmental Factors

Pest Analysis

Political analysis

Taxation Law

If government imposes heavy taxes on the industry then it badly effects the industry
growth. The taxes impose is from government side and it varies from industry to industry.

Labor Laws
Labor is being privileged here having all the laws. Rus-sip company also follow these
law like government announce minimum salaries of a employ Rs 6000.

• Take over of military
• Controlled democracy
• Role of Army in Government

Economic analysis

Inflation Rate:
Now in Pakistan inflation rate is almost 22.3% so if increase in inflation rate then
increase in prices of JUICES but if in Pakistan economy.
Economic growth rate
Economy growth rate accelerate is 7+
Social Factor

Health consciousness
Today people are more health conscious so Rus-sip juices by identifying this need of the
people they are also producing health conscious juices with more vitamins.7
Demographic trend
In Pakistan the population growth rate is 1.828% in 2008 and total population is
167,762,040 (July 2008 )
Age structure

• 0-14 years: 40% (male 33,293,428; female 31,434,314)
• 15-64 years: 56.9% (male 48,214,298; female 46,062,933)

• 65 years and over 4.1% (male 3,256,065; female 3,542,522) 8

Technological analysis

Pakistan is considered as developing country. Although it is nuclear power yet it lacks
behind in other technologies. Now it has made good progress in digital revolution but still
it has to import heavy machinery from developed countries.


5.Marketing Strategies

1. Positioning strategy:

Brand strategy is at the heart of marketing strategy. It is the act of designing the company
offer and image so that it occupies a distinct and valued place in the target customer
Sugarcane juice is very beneficial for health and provides refreshment. As we are
launching sugar cane juice in tetra pack, so we want to create positive and long lasting
image in the minds of customers that we are providing hygienic juice because we are also
introducing new flavors like mint and ginger etc.

Point of parity

Different flavor

Tetra packing

Point of difference

100% pure juice

2. Product strategy:

core benefit
Core benefit means the services and benefits the customer is really buying.
Our customer fulfills its need of thrust and refreshment by buying our Rus-sip juice.

Basic product
It’s mean what specifically the actual product is.
Our actual product is juice
Augmented product
Products that include deign, features and packging that go beyond consumer expectations
and differentiate the product from competitors.
Our juice taste and flavor is according to the customer expectations because we provide
100% pure juice. We have no compromise with quality

Following things include in the sale of product,


The design of sugarcane juice that it will be in attractive and stylish tetra pack in
following size,
• 250ml 10

• 500ml
• 1000ml


The features of our product are ,

• Use full for healthy life
• Good in taste
• Help to digest food


Our product will be in tetra packging which will be attractive and eye catching.

3. Pricing strategy:

The price of the product can also influence the buying behavior of the consumers because
in Pakistan there are different level of classes based on the income difference so price is
the one of the important factor, some of the consumer can afford the price and others
can’t, so we must set the price of the product that is afforded by all the social classes of
the region. So we use penetration pricing strategy.

Price Structure

(Consumer price)
250ml 18 Rs.
500 ml 30Rs.
1000ml 60Rs.
4. Channel of Distribution:

The place of the distribution and availability of the product also influence the buying
behavior because if the product is in reach of the consumer he will prefer it and if it is
hard to find the product in the market he will never buy that product. So we provided our
product to all the all the distributors and they will provided it to famous retailers of
Islamabad, Lahore and Multan.Because of this our product will be available at more
shops and our sales will increase. Manufacture



5. Promotion strategy:

The promotion of the product i.e. the advertisement, sales promotion and other
promotional tools can change the buying behavior because some of the individuals highly
influenced by the advertisement of the product. we have decided to use integrated
marketing communication in which there will be blend of different marketing
promotional tools that will convey clear and consistent message of our product to the
customers. These Promotional tools are given below,

• Newspapers

Newspaper has the widest readership and circulation among our targeted market; these
would carry most of the advertisements for the publication media. Also, the print ads will
be published in other much read newspapers like be designed, i.e. half page and quarter

• Television

Tele commercials will be aired on sports channels and news channels as the viewer ship
of these channels is highly common among the targeted market.

• Billboards

Billboards will be placed at busy thoroughfares in big cities. Billboards will be our most
permanent and long lasting form of advertisement.

• Promotional Vans

Promotional vans would be deployed on public places which would distribute sugar cane
juice for free giving out the message of being an instant energy drink. This campaign of
free sampling would last for three months at least in order to make people aware of the
benefits and the attributes.

6. Marketing Research(R & D)

After analyzing the demand and need we developed a product sugarcane juice in tetra
pack. In marketing research we analyze about the demand and trends of market as well as
about customers. The product concept defines the purpose of the product, its suitability
and business advantages for the envisaged market.

6. Marketing Budget

We are going to prepare marketing plan of Sugarcane juice in tetra pack because we are
going to established new business in Pakistan, we made a budgeting plan for our
We have a budget of 3.00 cror rupee to establish our plan. Now we allocate different
amount in different parts.

Method of allocation
Creating an annual budget involves 1.5 cror on building and plant and other budget we
will use in following manner,

Allocation New Marketing Advertisement Sale Direct Public
of budget Product Research Expense Expense Marketing relation
on other Research.

1.5 cror 40 lac 20 lac 50 lac 20 lac 10 lac 10 lac











11. Z. Dong et al., A Nitrogen-Fixing Endophyte of Sugarcane Stems (A New Role for
the Apoplast), Plant Physiology, 1994, Vol 105, Issue 4 1139-1147

12. R. M. Boddey, S. Urquiaga, V. Reis and J. Döbereiner, Biological nitrogen fixation
associated with sugar cane, Plant and Soil, Volume 137, Number 1 / November, 1991