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Creative brief of KOKTAIL soft drink

We introduce three types of drink; Zero,Classic,Mist








Dream Merchant Communications
03/08/2014

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Mgt 480: BUSINESS PLAN
Assignment on: Creative brief of KOKTAIL soft drink

Submitted To:
Engr. Kamrul Hassan
Lecturer
Department of Business Administration
East West University
Submitted By:
EMTIAZ SAKIR
ID NO: 2009-2-10-189


Submission Date:
August 03, 2014




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L
LE ET TT TE ER R O OF F T
TR RA AN NS SM MI IT TT TA AL L

August 03, 2013
Engr. Kamrul Hassan
Lecturer
Department of Business Administration
East West University
Dear Sir,
I am very pleased to submit this Report on Designing a business plan of a product as you have
authorized me in this semester.
I am honored to prepare this Report under your guidance since it gave me the opportunity to
understand the way of preparing a business plan for a product and analyze its effect on the
market by the company.
I tried our level best to accumulate the information for you as comprehensive as possible. I will
be obliged to provide further clarification on this report whenever necessary.
Sincerely Yours

Emtiaz sakir
ID NO: 2009-2-10-189



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Overview:
KOKTAIL is a soft drink produced and manufactured by Koktail Beverage Ltd. Co. It will be
sold in many places such as retail stores, restaurants, schools, cinemas and from vending
machine. Initially Koktail Beverage Co. aiming to build strong brand image and customer
relationships by supplying soft drinks in different taste according to the quality consumers
expect. In addition, our product will include vitamins and healthy nutrients that is an exceptional
attraction in cold drinks. In beverage industry creating a new dimension of customer relationship
through providing the best ever one can imagine. The drink will be made in the 2015s by Koktail
Beverage Ltd. Co. in Dhaka. The brand was trademarked on MAY 16, 2014. Koktail Beverage
Ltd. Co. June 1, 2014 started their business in the mature beverage market of Bangladesh.
Mission:
Initially Koktail Beverage Co. aiming to build strong brand image and customer relationships by
supplying soft drinks in different taste according to the quality consumers expect. In addition,
our product will include vitamins and healthy nutrients that is an exceptional attraction in cold
drinks.
Mission Statement:
In beverage industry creating a new dimension of customer relationship through
providing the best ever one can imagine.

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Message:
Koktail Beverage Ltd introducing three different soft drink for customer like
Zero: It will taste like cola flavored.
Classic: It will be clear flavored.
Mist: It will have the flavor of lemon flavored

New concept: KOKTAIL is the outcome of a new concept which will be developed
using healthy ingredients & making it the tastiest soft drinks people have ever tasted.
Harmless to health: KOKTAIL Company developed the product keeping the safety
of the consumers as a main concern. Thus, ensuring the health of our consumers by
using nutrients ingredients which has no side effects what so ever on the human
health.
Increase in Health Consciousness: With the increase of health education, the people
have become more health conscious & are interested in taking products that are
harmless to their health which is an opportunity for KOKTAIL as the product
emphasizes on health safety.
Key points:
The three key point are
Koktail will provide different combination of taste; in addition, healthy nutrient-ants with
value added service.
People will get extra advantage in case of flavor
It will safety thirstiness in addition it will provide those nutrients which is lost by daily
activities
Objectives:

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Considering the groups of consumers, the segments and the main competitors we have identified
with the aim of grasping the Bangladesh opportunity, we are going to set the objectives that will
guide the whole strategy.
First year objective: During this introduction period we will concentrate to build strong
customer relationship and brand image which will be the most precious asset of our company to
dominate the market in near future. From the beginning we will be strict to our positioning
promise at any cost to make our customer loyal. We are targeting to have at least 1,80,00,000
litters drinkers in the first year as we will emphasize to reach as much customer as possible by
providing discount, special offer, cultural programs and many more promotional activities. We
will limit our variable cost at 5,00,00,000 taka. At time we will target to earn at one third of our
invested amount in total.
Second year objective: In the second year we will target to reach the two third of our
investment. We will emphasize much to go on with our registered customer. Attracting and
recruiting new customers policy will continue as we will expand our target market to the whole
city soft drinkers.
Third year objective: In this year company will reach the break-even point and also will earn a
minimum profit.
Fourth year objective: We are aiming to gain at 1500000 litters regular consumers in a month
that will result in minimum 64, 00, 00,000 taka yearly profit.
Single minded and differentiating strategy:
KOKTAIL will be positioned as an upscale in the countrys soft drinks business having
the best quality and a very reasonable price. It will provide spirited and superior service with a
tasty drink. It will obtain and sustain top leading position by focusing on these three qualities at
any cost.
Product:

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KOKTAIL Beverage Ltd. Com introducing three different soft drinks for the customer .every
product is different from each other. In addition, our product will include vitamins and healthy
nutrients that is an exceptional attraction in cold drinks. People will get extra advantage in case
flavors.

Classification:
Zero: It will taste like cola flavored.
Classic: It will be clear flavored.
Mist: It will have the flavor of lemon flavored f flavor.


Price:
Price will follow the following structure
Quantity Whole seller price. retail price Final Price
250ml bottle 12.30 12.65 13tk
250ml cane 17.02 17.51 18tk
500ml bottle 20.81 21.40 22tk
1000ml/1 liter bottle 35 36 37tk
1.5 liter bottle 47.30 48.65 50tk
2 liter 61.49 63.24 65tk


Industry Overview / Competitive Landscape:
Bangladesh Beverage Industry

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The soft drinks market in Bangladesh consists mainly of seven companies.



1. Abdul Monem Limited (Coca-Cola, Sprite, Fanta)

2. Agriculture Marketing Company Limited (Pran)

3. Akij Group (Mojo, Lemu, Frutika)

4. Global Beverage Limited (Virgin)

5. Globe Soft Drinks Limited (Uro Cola, Uro Lemon)

6. Partex Beverage Limited (RC Cola, Lychena)

7. Transcom Beverage (Pepsi, 7up, Mirinda)
Of these, Pran and Mojo are the only local brands. Coca-Cola, with its three varieties, namely,
the cola-flavored Coca-Cola, the clear-flavored Sprite and the orange-flavored Fanta, is the
number one soft drink producer in Bangladesh, as well as all over the world. Closing in on Coke
is rival Pepsi. Pepsi is one of the oldest brands in Bangladesh. Pepsi first arrived in Dhaka in
1976 with the cola-flavored Pepsi, the clear-flavored 7up, the orange-flavored Mirinda and later
introduced the mango-flavored Slice. Pran, on the other hand, started with jam, jelly and pickle.
In 1995, it started producing mango bottled juice, and is currently operating all over the country.
Virgin is renowned worldwide through its brand name. It was introduced in our country by
Global Beverages Ltd. RC Cola entered the Bangladesh market in 1997, and was the first to
introduce the cloudy lemon flavor. It has not been long since Akij group brought out Mojo and
Lemu. They have already gained huge popularity. The recent success of Akij group is Frutika,
which delivers the promise of no preservatives.
Learning from the competitor:
Coke: coke is the number one soft drink brand in the world through is brand image. we can lean
from coke how the create a position in customer mind ,different taste, advertisement style is like
open happiness, joys. That is big learning for us how create brand image and taste.
Brand
Competition


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Pepsi: pepsi another big soft drink company .it creates the cola flavored .it has huge impact of
Bangladeshi people. it has its own style to create loyalty of customer. that is also big learning for
us.
Market Analysis:
We did a survey in the market with these following questions:
Do you like drinking soft drink?
Ans: (a) Yes (b) No
Which thing you prefer most?
Ans: (a) Nutritions (b) taste
Among all the soft drinks which you prefer most?
Ans: (a) Coca Cola (b) Pepsi (c) 7up (d) RC cola (e) Mojo
(f) Mirinda (g) Fanta (h) Sprite
Why you like this one?
(a) Market value (b) Taste (c) Price (d) Promotion
Will you go adopt a new product if that will provide you extra facilities?
(a) Yes (b) No
In case of adopting new soft drinks what will attract you most?
(a) Flavor (b) Promotion (c) Price (d) Market response (e) Quality
Will you go for a new drink which will give you both taste and nutrition at a reasonable
price?

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(a) Yes (b) No
Market Condition




Answer
analysis
:
From the survey we get to know that 80% people like soft drinks. Almost 70% people like soft
drinks because of its taste. Almost 60% people prefer taste to nutrients. Market value is
considered as a huge factor. Promotion also creates a great impact on consumers mind. And if
any new product has to capture the market that should have both taste and nutrients but in a
cheap rate.
Uses Rate:
0
5
10
15
20
25
30
35
40
Pepsi
Coca cola
Fanta
Mojo
Virjin
7up
Mirinda
Sprite

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Market Description:
Koktail beverage will not serve traditional taste of cold drinks. There will be twist of cola, lemon
and fruits flavor. Our product will have vitamin and nutrition that will have an extra attraction to
the customers. With three different tastes Koktail zero, Koktail classic and Koktail mist. We will
grab customers of various tastes.

Customers:
Target Audience:
Target audience is one of the most important part creative brief.
Audience type:
Daily, 5%
Twice or
thrice in
a week ,
15%
weekly,
30%
querterly
, 15%
occationa
lly, 35%
how often people need
Daily
Twice or thrice in a week
weekly
querterly
occationally

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Marketing management Process: We will follow the modern concept of marketing that is the
marketing concept which focuses on the needs and wants of our target market and suggests
delivering desired customer satisfaction.

The STP Analysis:
S=>Segmentation: Soft drink is at the primary stage in Bangladesh. To serve the market
efficiently KOKTAIL needs to segment the market with a closer view. Multiple bases of
segmentation are very helpful to dig up the detail view of consumer. As 90% regular soft
drinkers live in Dhaka in segmentation we concerted on only them.

Geodemographic:

Income and area:
Upper class people and their area: The person who earns monthly minimum 1, 50,000 taka
on an average, we are considering them as upper class people. Most of upper class people are
living at Uttara, Banani, Gulshan and Dhanmondi.
Upper Middle Class people and area: The person who earns more than 30000 taka per
months we are considering them as upper middle class people. Most of them live at
Mohammadpur, Tezgaon, Dhanmondi, Motijheel, Bailyroad, Mogbazaar, Wari, Cantonment
etc.
Middle Class people and their area: The person who earns around 10000-30000 taka per
month Mirpur, Ramna, Azimpur, Badda, Kotwali etc. are considered the place of middle
class area.
Lowers class people and their area: Most lower people are living in Agargaon, Lalbagh,
Hazaribagh, Kafrul ,Manda, Mukda etc. They hardly earn 10000 taka in a month.
Age:
Child: From age 0-12year
Teen age and young people:
Teen age: From age13- 19 year.
Young: From age 20-28 year.
Matured: From age 29-50 year.
Age old: From age 50-100 year



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Psychographic:
Life style:
Non-softdrink drinker: Old traditional people who have no interest in soft drinks.
Technology user: A new social class is being created who find soft drinks as a medium of
refreshment.
T=Targeting: KOKTAIL is aimed at those people who dont get chance to eat sufficient
nutrients and people who dont get chance to relax. KOKTAIL will provide nutrients and will
help to reduce their daily life burden.

Target Market Profile:
Geodemographic:
Upper class people and their area: The person who earns monthly minimum 1, 50,000 taka
on an average, we are considering them as upper class people. Most of upper class people are
living at Uttara, Banani, Gulshan and Dhanmondi.
Upper Middles area: The person who earns more than 30000 taka per months we are
considering them as upper middle class people. Most of them live at Mohammadpur,
Tezgaon, Dhanmondi, Motijheel, Bailyroad, Mogbazaar Cantonment etc.
Teen age and young people: This is the main customer market of KOKTAIL. Teenagers are
the main consumer of soft drinks. If KOKTAIL has to survive then it must have to target this
sector.
Matured: This is the 2
nd
largest customer market for us because they have the money and
the necessity of this service. Because most of them remain busy and thus KOKTAIL can
provide satisfactory to them.


P=>Positioning:
KOKTAIL will be positioned as an upscale in the countrys soft drinks business having
the best quality and a very reasonable price IT will provide spirited and superior service in a
cheap price. It will obtain and sustain top leading position by focusing on these three qualities at
any cost-

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Its Superior: KOKTAIL will ensure the most possible superior service and product through
its well trained employee and delivery boy. Its quality control department will restrict about
the superior quality standard.
Its Spirited: KOKTAIL will be a very energetic drink. It will provide nutrients that will
definitely create energy in drinkers health.
Its Testy and affordable: Our product will provide superior quality but a cheap price. That
will give the product an individual identity.
Positioning statement: To serve with a superior and spirited taste with nutrients drink.

Marketing Plans:
Our marketing policy will be new and exception.
Analysis of 4P
4P:
1. Product:

Core Benefits:
People will get extra advantage in case of flavour. They will enjoy a healthy flavour. Our
drink will reduce their exhaustness of daily life. They can enjoy variety of taste with nutrient.
That will help them to increase their stamina and also will provide strength.

Actual Benefits:
Kokail will provide different combination of taste, in addition, healthy nutrient-ants with
value added service.

Quality of the product:
Koktail will be explosion in taste. It will be added with nutrients. It will contain vitamin
A and C. It will be Combination of taste and nutrients. It will safety thirstiness in addition it will

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provide those nutrients which is lost by daily activities. So it will grab the customers
attention.


Classification:
Zero: It will taste like cola flavored.
Classic: It will be clear flavored.
Mist: It will have the flavor of lemon flavored.

2. Place:
i. Production house: We will not produce Koktail in Dhaka also we wont go for a remote place.
We will find a place near Dhaka that will not cost much and again it will not be time consuming
and also transport cost will not cost much.
Possible places of production house:
1) Asulia
2) Demra
3) Kachpur
4) Gazipur
5) Savar

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ii. Distribution channel:
a. Upstream supply network: We will have contract with whole sellers and many retailers. For
maintaining the quality we will ensure the perfect security cautions.
b. Down stream Channels: To transport goods from warehouse to customers, we will have
delivery channel with trained delivery boys. They will serve with the help of bicycle, motor-
cycle and delivery van.

3. Promotion:
i. Logo: To promote our product we designed a logo-




ii. Massage: our product will have a distinct and favorable position in our consumers mind as we
will promote a strong promotional massage based on SSC stands for superior, spirited and
cheap. Our promotional massage will be-

Its superior, its spirited and its cheap.

And our promotional statement will-

KOKTAI L
Its all you desire.
iii. Advertisement:
In every possible media we will promote our SSC. That is- we provide Its superior, Its spirited
And Its cheap.
Electronic media: Our advertisements will be shown through websites, television channels, Fm
radio channels.
Print media & others: We will also promote our product through daily news paper, computer
magazine, poster, leaflet, billboards etc.


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iv. Sales promotion:
Discount on buying: In first year we will offer 20% discount on every piece of Koktail.
Reward on coupon: We will offer reward on every coupon. And coupon will be provided with
every piece of Koktail.

v. Public relation:
Public affair: After the completion of first 6months we will arrange a grand celebration to
make it more familiar in public.
Communication with customers: We will open an email ID. Through that our customers
will directly communicate with us.
v. Direct Marketing: We will send some samples to some special places like schools, colleges,
universities etc.

4. Price:
Price will follow the following structure
Quantity Whole seller price. retail price Final Price
250ml bottle 12.30 12.65 13tk
250ml cane 17.02 17.51 18tk
500ml bottle 20.81 21.40 22tk
1000ml/1 liter bottle 35 36 37tk
1.5 liter bottle 47.30 48.65 50tk
2 liter 61.49 63.24 65tk

Characteristics:
Audience can access information from following media.
Broadcast media: Television advertisement


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Print media: Audience can get information from the Print media . It includes newspapers,
magazines, monthlies and other forms of printed journals.

Retail grocery: Grocery store

Billboard

Poster: Viewed principally by residents and commuter traffic, with some pedestrian
exposure.
Interactive media: Internet website, facebook, twitter

Sales and Promotion:
1. Advertisement:
In every possible media we will promote our SST. That is- we provide Its
superior, Its spirited And Its testy.

Electronic media: Our advertisements will be shown through websites, television
channels, Fm radio channels.
Print media & others: We will also promote our product through daily news paper,
computer magazine, poster, leaflet, billboards, transit advertising etc.

2. Sales promotion:

Discount on buying: In first year we will offer 20% discount on every piece of Koktail.
Reward on coupon: We will offer reward on every coupon. And coupon will be
provided with every piece of Koktail.
Premium: We will offer to our customer for premium offer that they will get extra
benefits to purchase our products.
Sweepstakes: We will arrange different competition for our cutomer that will create
more motivation to our customer to purchase our product.

3. Interactive/internet marketing:

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We communicate our target customer through internet/interactive marketing.
Facebook: We create a facebook page to communicate our customer.
Web site: we also create interactive website in the internet. That will create to our
customer more interaction.
4. Public relation:
Public affair: After the completion of first 6months we will arrange a grand celebration
to make it more familiar in public.
Communication with customers: We will open an email ID. Through that our
customers will directly communicate with us.

Publicity:
We also do communicate to our customer through publicity like corporate advertising.

5. Direct Marketing: We will send some samples to some special places like schools, colleges,
universities etc.
Special communication:
In different festivity we organize different program for the customer like
Pehala boishake
Language day
Independent day
Friendship day
Valentines day
Book fair


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Advertising:
Media selection: media selection is one of the major parts of communication. We have to
understand the media habit of our targeted customer then we have to select our media that
actually reach our target customer.
Here we select some important media that we reach our targeted customer -

Broadcast media:
We select our media channel that we can communicate to our customer. We give the Advertise in
different Tv channels in the different program at various time according to our customer
preference.
Media type Channel Program Time Day
Television

NTV News


Tele film
Glomar World
10.30 pm to
11.20 pm
4 pm to 4.50
pm
9 pm to
9.35pm
Every day


Friday

Monday
RTV Bridal Show

Look @ Me
8.15 am to
8.45am
9.50 pm to
10.45 pm


Monday

Tuesday
ATN NEWS News 7 pm to 12
pm
Thursday



SOMOY TV Special news Whole day All day

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DESH TV news head lines Whole day All day
CHANNEL 1 drama, Cinema 6pm to 10
pm
Wednesday
INDEPEDENT news, live show
amadar bangladesh
11pm to 12
pm
Saturday

Radio:







Print media:










Promotional Tools Mix matrix:
Promotional tools matrix actually helps us to which IMC tools is appropriate for targeted
customer. Through we communicate our target customer.

Station name Time :
Radio foorti 10 am to 11am
Fm 89.8 10 pm to 12
pm
Fm 94.5 3.5 pm to 5
pm
News paper Magazine Duration
Prothom alo Twice a week
Daily star Twice a week
Anondo alo Once in a month
Canvas Once in a month

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Tools

Geographic Demographic

Psychographic

Advertising
Broadcast media



RADIO Urban Income:
Upper class people,
Upper Middle
Class people,
Middle Class
people,
Teen age and
young people:


Non-softdrink
drinker,
Technology user
Advertising Print
media

Magazines Urban Income:

Upper class people,
Upper Middle
Class people,
Age
Matured, Teen age
and young people

Technology user
Newspapers Urban Upper class people,
Upper Middle
Class people,
Middle Class
people,
Age
Matured, Teen age
and young people
Technology user

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Posters Urban and
rural
Income:
Upper class people,
Upper Middle
Class people,
Middle Class
people,
Age
Matured, Teen age
and young people



Non-softdrink
drinker,
Technology user
Out Of Home
Advertising

Outdoor-
billboards
Urban and
rural
Upper class people,
Upper Middle
Class people,
Middle Class
people,
Age
Matured, Teen age
and young people


Non-softdrink
drinker,
Technology user
Transit Urban and
rural
Income:
Upper class people,
Upper Middle
Class people,
Middle Class
people,
Non-softdrink
drinker,
Technology user

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Age
Matured, Teen age
and young people


Movie halls Urban Upper class people,
Upper Middle
Class people,
Age
Teen age and
young people


Non-softdrink
drinker,
Technology user
In-store-media
Banners
Urban and
rural
Income:
Upper class people,
Upper Middle
Class people,
Middle Class
people,

Non-softdrink
drinker,
Technology user
Direct marketing

Urban Income:
Upper class people,
Upper Middle
Class people, Age
Matured, Teen age
and young people


Non-softdrink
drinker,
Technology user

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Interactive/internet
marketing
Urban Income:Upper
class people,
Upper Middle
Class people, Age
Teen age and
young people


Non-softdrink
drinker,
Technology user
Sales promotion
Sampling Urban and
rural
Income: Upper
class people,
Upper Middle
Class people,
Middle Class
people,

Non-softdrink
drinker,
Technology user
Coupons Urban and
rural
Income:
Upper class people,
Upper Middle
Class people,
Middle Class
people,
Age Matured,
Teen age and
young people


Non-softdrink
drinker,
Technology user
Sweepstakes Urban and
rural
Income: Upper
class people,
Upper Middle
Class
people,Middle
Class people, Age
Non-softdrink
drinker,
Technology user

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Matured, Teen age
and young people

Event Urban Teen age and
young people

Non-softdrink
drinker,
Technology user
Public Relations
Press release Urban Matured
conference Urban
Corporate
advertising
Urban
Publicity Urban Age
Matured, Teen age
and young people




SWOT Analysis:
The following SWOT analysis captures the key strengths and weaknesses within the company
and describes the opportunities and threats that it will face. The following SWOT analysis
captures the key strengths and weaknesses within the company and describes the opportunities
and threats that it will face.




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STRENGTHS:
New concept: KOKTAIL is the outcome of a new concept which will be developed
using healthy ingredients & making it the tastiest soft drinks people have ever tasted.
Low Pricing: KOLTAIL a soft drink product at the most affordable price which will
be marketed in 3 different packages. It has been predicted that the product will be
even cheaper than the cheapest soft drink of the market.
Availability of Product: KOKTAIL will be made available to all consumer segments
through a well planned distribution system. Consumers will easily find our product in
any retail shops.
Harmless to health: KOKTAIL company developed the product keeping the safety
of the consumers as a main concern. Thus, ensuring the health of our consumers by
using nutrients ingredients which has no side effects what so ever on the human
health.


Strengths:
New Concept
Low Pricing
Availability of product
Availability of raw materials
Harmless to health


Weakness:
Lack of brand awareness and image
Initial production cost
Opportunities:
Increase in Health Consciousness
Threats:
No Brand Awareness
Intense competition
Compressed Product life

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WEAKNESS:
Lack of brand awareness and image: KOKTAIL being a new product without any
awareness and popularity will go through a tough period since the market is
dominated by competitors like Coca-cola, Pepsi etc.
Initial production cost: The initial production cost which includes the production
and promotion costs is a weakness for any new corporation & our corporation is no
exception as there are no sales in the product development period.

OPPORTUNINIES:
Increase in Health Consciousness: With the increase of health education, the people
have become more health conscious & are interested in taking products that are
harmless to their health which is an opportunity for KOKTAIL as the product
emphasizes on health safety.

THREATS:
No Brand Awareness: The fact that posses a threat to our product is not having brand
awareness which will create a question in the consumers mind that why should they
go for our product instead of a tested and established product like Coca-cola. Thus,
hampering our sales.

Intense competition: The market is already saturated with the big companies like
Coca-cola, Pepsi, Sprite and Green will face intense competition from these well-
known brands.

Compressed Product life: If the product has to be removed from the market for
reasons like not being able to cope up with the competition or not being able to
attract enough consumers then The KOKTAIL Company will end up having
consumed a heavy loss where withdrawing from the market would become inevitable.




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Related Parties of Business Operation:

Important departments:
Research and development department:
Our efficient research team will continually work to modify and update the taste according user
requirement and stock availability. Our security department will ensure the health safety.
Human resource department:
This department will recruit and train employees to deliver with quality that creates customer
satisfaction.
Quality control department:
We will have also a group of employee who will always work to ensure the product and service
quality.


Marketing department:
A bunch of trained marketing executive will be assigned to look into the marketing department
which will ensure the perfect marketing procedure.

Resource requirement:
i. Technology: At the beginning we will start our business with 15 machines to produce
KOKTAIL. We will use 25 computers for operating our work smoothly and quickly to meet
public demand.
ii. Human resource: Initially we will begin with the following number of employees:-

Category Number of employees in office
management
Top class 15
Middle class 45
Economy class 20



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Category Number of employees in
production function
Top class 10
Middle class 100
Labor 1100

iii.Vehicles: At the launching year we will deliver products by 20 Delivery vans, 30 By-cycles
and 10 Motor bikes according to the distance of destination.

Management:

Managerial Background:
Here all Managers and CEO are from School of Business background. From our study of
business, they have gained vast amount of knowledge and experiences.


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Creative Manager
Since Koktail uniqueness is its creativity. Creative director will be responsible to provide
practical creative ideas that are unique but attractive to the customer. Creative director will lead
the creative team. This post requires the responsibility of generating and implementing creative
ideas.
Marketing Manager
This position requires the responsibility of finding the market, targeting the market, making the
market aware of our different services. Marketing director will lead the marketing team.
Program Manager
Program director will lead different packages of the project. He will be responsible for
coordinating the day to day operations of the project.
Finance & Accounting Manager
Preparing capital budget and operating budget, implementing budget, maintain budgetary
control, preparing necessary financial statements, providing necessary suggestion about finance
and accounts related issues and maintain relations with financial institutions will be the main
tasks of the finance and accounting manager.
HRM Manager
HRM managers main responsibilities are to select, recruit, train, control and retaining the key
employees by providing the proper incentives.
Personnel:
Organizational Structure:
By the organizational plan I have written the organizational structure, role and responsibility of
authority, distribution of authority among them and complete hierarchy of the management. The
riskiness of Koktail has been assessed from different angles by using different tools like SWOT
analysis for understanding and decision-making for all sorts of situations of Koktail.

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And off course the formation of business will be a Public Limited Company.

Business forecast:
Budget:
Variable Cost BDT
Raw materials
45,00,000
Human recourse management
57,00,000
Maintenance
90,00,000
transportation
3,00,000
Packaging
45,00,000
Promotion
1,50,00,000
Others
1,10,00,000
total
50,000,000




Fixed Cost BDT
Machineries
44,00,00,000
Factory, Building(including land)
10,00,00,000
Office Building(including land)
3,00,00,000
Others
3,00,00,000
total 600,000,000





34
Break even point: Break even volume = Fixed Cost (price-variable cost per unit)
= (60,00,00,000/37-25 )Liters
=5,00,00,000 liters.
Profit: we will reach brek_even point at the end of third year
1
st
year proft or loss.(20,0000000)
2
nd
year proft or loss(10,0000000)
3
rd
year proft or loss0
4
th
year proft or loss 64, 00, 00,000









35
Details Budget:

particulars items amount
Advertising/Communication

Tv ad

Newspapers

Magazines

Graphic
Designers
Flyers,

Billboard

Total:
4000000
2000000
500000

220000
400000
1000000

8000000

Interactive/internet
marketing
Web site
content
management

Web design,

Total:

100000

500000




1,50,000
Sells promotion



Free sample
Coupons
Sweepstakes
total :

1000000
1000000
1000000





30,00,000
Event Trade fair,
Concert,
road show
600000
500000
200000


36













Total: 13,00,000
Direct Marketing game show,
quiz
competition
Total:

500000



500000
5,00,000
Public Relations Press
release
Conference
Total:

20000
1,30,000



1,50,000
Publicity Corporate
advertising
Total:
200000

200000
Others : 7000000
Total : 1,50,00,000

37
Legal Consideration:
KOKTAIL soft drink is approved by BSTI
KOKTAIL soft drink is approved by ISO
Time line:
Particulars Time
Project Approval 06 September 2014
Trade Show 24 November 2014
Press Conference 24 December 2014
Product launch 01 January 2015


Responsibilities parties:
This product is approved by

Head of Marketing Creative Consultant

Bibliography:
Books:
1. Principles of Marketing. (Kotler & Armstrong) 12
th
Edition
2. Marketing Management, 11
th
Edition Philip Kotler
3. International Marketing (Catora , Graham) 13
th
, Edition
4. Strategic Marketing (David W. Carvens & Nigel F. Piercy ) 12
th
Edition

38
5. Economics ( Roger A. Arnold ) 8
th
Edition
Newspaper:
1. Daily Star
2. Financial Express
Internet:
1. http://www.thedailystar.net/story
2. http://pepsi.com
3. www.marketline.co.uk

Maps and Photos: