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Objectives: To developed market growth. To increase potential customer . Consideration of Competitors: Comp.

Rc Cola Pran cola Virgin 7up Brand Brand position 1st 5th 4th 2nd Pricing Tk 450 per ctn Tk 430per ctn Tk 470per ctn Tk 432per ctn Unit cost Price position Packaging 18.75 4th Master ctn=24pcs Distributor, Company vehicle support 1.Electronic media 2.Bill board 3.Poster 17.91 1st Master ctn=24 pcs Distributor, And his vehicle 1.Press media 2. Electronic media 19.58 5th Master ctn=24 pcs Distributor, And his vehicle 18 2nd Master ctn=24 pcs Distributor, Company vehicle support 1.Electronic media 2.Bill board

Mojo Mixer Cola 3rd Tk 447per ctn 18.62 3rd Master ctn=24 pcs Distributor, And his vehicle s 1.Electronic media 2.Bill board 3. Poster 4. Press media 1ctn=6pcs Free

Distribution

Advertising

Sales Promotion

1ctn=4pcs Free

1ctn= 5pcs free

1ctn= 2pcs Free

Our position: Our position is better condition, because our other brands are now available in the market. So from our new product Mojo mixer cola we want to earn 2cr taka from our sales. Buyers & Target group: Resellers group: Chain superstores, hotels and restaurants, fast food shop, university canteen, bakery & confectionary. Consumers group: A l l a g e g r o u p , e s p e c i a l l y y o u n g a g e g r o u p , teen age group. Old age people are also in our consumer group

Perceived value: SI.No 1 Brand Mojo Mixer Cola Attribute Natural flavor, very known brand, export quality, attractive package very known brand, pricing advantage, pricing liberal Known brand, liberal price, good taste. Known brand, policy on credit, local brand image for class people, pricing advantage, policy on credit pricing advantage, policy on credit, more free offer.

2 3 4

RC cola 7 Up Pran Max cola

Virgin

SI .No 1 2 3 4 5

Brand Mojo Mixer Cola RC cola 7 Up Pran Max cola Virgin

Attribute 60% 75% 65% 29% 45%

Target segment: New target group: T h i s y e a r o u r f o c u s w o u l d b e b e s t f o r attracting school, college and university going student. We also focus on the old age group, because they like cola drinks. Usually this is a large group in a sense that they buy the other product in quantity. We feel that our communication styles keep them away from our product. Usual group: As traditionally we will try to attract young and teen age group existing and new. Rural segment: We will follow attractive ways and special styles to focus our rural group. Against competitors: Directly we will take share of 7up and RC cola and indirectly other cola users. Niche market: We will try to cover canteen and institutional sales, different events, club ceremony in towns. N e w s m a l l g r o u p a d o p t i o n : B y c h a n g i n g S K U , p a c k a g e design, color & introducing new flavor. Our challenges: M a k e h a b i t a n t o f y o u n g a n d t e e n a g e c o n s u m e r s t o w a r d s o u r products. Reducing the competitors market share .Introducing attractive product for rural consumers. Maintain our existing users as dependably onto our products.

Proposed positioning: Mojo mixer freshen up your life Different flavor & real freshness Mojo mixer, it makes you different Product specification: Different flavor & more energetic cola drink

How we take this challenges to achieve: For new target group we will do as so: W e will offer attractive package for high grade schools canteen, private a n d p u b l i c u n i v e r s i t y c a n t e e n . W i t h o u t t h a t w e w i l l o p e n outlet in front of botanical and theme parks. We will also d e v e l o p i n g products as global standard design to attracting the people. F o r u s u a l g r o u p : W e w i l l g i v e a d v e r t i s e m e n t o n T V a n d satellite channel to remind them. We will give CP program to keep the attraction to our product. F o r r u r a l s e g m e n t : W e w i l l u s e r a d i o s p o t t o s e n d t h e message and there, we will try to highlight 200ml and other flavor. We will also campaign in the rural area by organizing various rural functions. Against the competitors: We will use attractive TP for QPS a n d c o n t r a c t s a l e . W e w i l l r e a d y w i t h a c o n t i n g e n t C P , program if required. To covering the Niche market: We will give incentives to our field force. We will give inspiration letter to the dealers. Implementing the plan: The challenges that we discussing early is requiring time to implement. Here we divide the work into three phases in aspect of season and priority based. The action plan is given below: Our action plan for Mojo mixer cola... We divide marketing plan for three phases: 1st phase: Oct 08- Jan 09 a. Here we will develop our sales team according to our first priority based target. b. We will upgrade the packet color and packaging in all segments. c. We will give some sample in schools, colleges and universities. d. We will give some billboard based on metro town and covering highway to take a place in consumers mind. e. We will give some TV ads on BTV & others s a t e l l i t e channels. f. We will focus to dealer motivation program with lifting and sales g . I n t h i s w e w i l l g r a d i n g t h e d e a l e r s o n p e r f o r m a n c e b a s i s and upgrade them by using motivational tools

2nd phase: Feb- may 09 We will make an attractive display program for dumping sales. We will take some initiative on varieties tourism places. If expenditure permits we will sponsor a TV serial for young and teen age group. Sampling activities will be continued to canteen, par ks.

3rd phase: June- sept 09

a. We will review the plan is action or not b. We will reduce the ad on television c. We will give some incentive to the SR. d. We will give a merchandising plan for retail outlets. e . T P p r o g r a m w i l l be continued

Pre-launching activities: Production date:10th November Launching date:28th November Selling area: National Distributor: Existing Akij food product distributor

Steps before launching: We will take some pre- launching activities for testing the product as well as customers satisfaction. Before launching the product test marketing is to be done in the Dhaka city. In Dhaka city the following distributors will market the product first Set up a distributors lifting plan No 1 2 3 4 5 6 Distributors Abdul momen store Agora Nondon Family world Mars trading Kalam store Area Mirpur Dhanmondi Uttora Mohammadpur Motijheel Mogbazar

The above distributor will market the product on 22 November. Survey: A survey is to be done in the above area on 25 th November on the following subject 1. Test performance report. 2. Customer behavior toward the product. 3. Pack observation in retailer psyche

Other activities: Before launching TVC is required. (Best within 27th November) Banners 400 pcs. Laminated poster.

Sampling campaign: Free sampling in Dhaka, sylhet, Chittagong. 5 s c h o o l s , 5 c o l l e g e s a n d 3 u n i v e r s i t i e s w i l l b e s e l e c t e d f o r sampling in metro city. Sampling among 1000 schools student, 800 colleges student and 500 university students in each school, college and university. Sample required 10500 pcs.10 people will involve for sampling work. Campaign in fantasy kingdom: 1. Buy one pcs cola and get free two rides. 2. The approximate participant is 800 people.

Steps before launching:


We will take some pre- launching activities for testing the product as well as customers satisfaction. Before launching the product test marketing is to be done in the Dhaka city. In Dhaka city the following distributors will market the product first Set up a distributors lifting plan

The above distributor will market the product on 22 November. Survey: A survey is to be done in the above area on 25th November on the following subject 1. Test performance report. 2. Customer behavior toward the product. 3. Pack observation in retailer psyche

Other activities: Before launching TVC is required. (Best within 27th November) Banners 400 pcs. Laminated poster. Sampling campaign: Free sampling in Dhaka, sylhet, Chittagong. 5 schools, 5 colleges and 3 universities will be selected for sampling in metro city. Sampling among 1000 schools student, 800 colleges student and 500 university students in each school, college and university. Sample required 10500 pcs. 10 people will involve for sampling work. Campaign in fantasy kingdom: 1. Buy one pcs cola and get free two rides. 2. The approximate participant is 800 people.

Road campaign:
a. Band party b. Music c. 15 picks- up for Dhaka city, 8 pick up for Chittagong and 8 pick up for sylhet.

Billboard:
At first 6 billboards for Dhaka city and 2 billboard for Chittagong and sylhet.

Campaign program on the launching day:


Launching date: 28/ 11/ 2009 Press conference News paper coverage School, college, university sampling Campaign in fantasy kingdom Road campaign The following activities plan is divided into three parts around the year: 1st phase: Duration: oct- Jan 09 1. Launching campaign 2. TVC 3. Electronic media campaign 4. Display scheme 5. Implementing the distributors lifting plan 2nd phase: Duration: Feb may 1. Bill board 2. Trade program (optional) 3rd phase: Duration: Jun sept 1. BTV campaign 2. Satellite TV coverage 3. Laminated poster activate in all metro city 4. Trade program/ display scheme

5. CP program including 250ml bottle.

SWOT Analysis:
Strength:
Known brand Experienced management Fully automated machine Trained and skilled employee Good network

Weakness:
low in variety no fixed target set up yet to SR for cola lack of highlighting in general & super store ( for customer ) outcome from this product does not permits huge investment

What steps we will take to reduce the weaknesses:


we will introduce different flavor cola to increase variety we will use POS materials for super store and general stores we will promote more for more sale