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Executive Summary

Sparkle is a soft drinks manufacturer company that heading into its fourth year of operation and
produces mango juice, apple juice, blackberry juice, date juice etc. All of the items mentioned
successfully running and continued to future profitability. To give them customer a new juice
taste depending on marketing research information of the customer, we are going to launch a
new favorite soft drink named Sparkle Sugarcane Juice.
Table of Contents
Sl. Contents Page No.
1 Introduction 1
2 Objectives of the Study 2
3 Scope of the Study 2
4 Methodology of the Study 2
5 Limitation of the Study 2
6 Company Overview 3
 General Description of Business
 Mission
 Vision
 Objectives of the Company

7 Current Marketing Situation Analysis 4-7

 Market Description
 Product Review
 Competitive Review
 Channel and Logistics Review

8 SWOT Analysis 8
9 Objectives and Issues 9-10
10 Marketing Strategy 11-15
 Target Market and Segments
 Positioning
 Product Strategy
 Pricing Strategy
 Distribution Strategy
 Marketing Communicating Strategy

11 Marketing Research 15
12 Marketing Organization 16-17
13 Action Programs 18-20
14 Financial Projections 21-22
15 Controls 22
16 Conclusion 23
17 References 24

“Sparkle Sugarcane Juice” is a Marketing idea that deals in product. Our product is Sparkle
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 be preserved for
longtime. In Bangladesh no company has launched sugar cane juice till now. 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 remain
sun known to the masses. It has direct effect on digestive system and it contains nutrients which
are healthful for life. 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
Objectives of the study:
 To make a proper business plan.
 To determine consumer need
 To learn to be successful in business plan
 Continuous growth in sales

Scope of the study:

There are lots of opportunities to make new business. The raw materials are very simple &
available around us as well as there are demand too. So, we used the opportunities to plan for
business by introducing new product with different needs and demand for the people. We have
tried our level best to gather information regarding the study

Methodology of the study:

To prepare this report, standard methods of report writing have been used. For writing this report
different types of data were needed to complete, tabulate and analyze. The required data were
collected by using secondary sources. For collecting data from secondary sources, go through
various web sites. After completion of the data, these were sorted into different categories.

Limitation of the study:

The study suffered a number of limitations:

1. Lack of the part of experience of the researchers.

2. Unconfirmed accuracy of certain information acquired.
3. Lack of information from the primary source.
4. The comparisons may not be effective enough.
5. Lack of time for preparing the report.
Company Overview:

General description of business:

Sparkle Beverage Co. Ltd. is trying to be the largest fruit and vegetable processing industry in
Bangladesh with countrywide distribution network. Sparkle is a new brand of Bangladesh with
an extensive sales force all over the country. Sparkle has a well-developed infrastructure for
production, sales and distribution. Sparkle has proven itself as – Local product but of
international standard.


“To be a leading producer of fruit juices based on dedication to nature, corporate and process
hygiene, dynamic leadership and commitment to our partners and stakeholders.”


Sparkle Beverage Co. Ltd, offering nutritious & superior quality tasting drinks to its
consumers. By 2016 we aim to achieve a huge number of Market Share, and while doing it we
would be the best in terms of consumer value, customer service, employee talent, and consistent
and predictable growth.”

Objectives of the company:

Sparkle was launched in 2016 as an agri-business venture to:

 Serve small farmers with inputs.

 Marketing farm produce for profits.
 Organizing contract growers to grow specific crops.
 Exports of agricultural products.
Current Marketing Situation analysis:
Market Description:

We have more clear and specific information about the market and we are also aware of the
customer demand and choices. Based on our Research and Development department we are
strictly determined to serve our customer needs and wants with a totally new taste of juice like
“Sparkle Sugarcane Juice”. We are going to launch our new product for five groups of
people. They are shown graphically below:




 Our immediate geographic market will be Dhaka city with a population of around 10

 Our total targeted area population is estimated at .80 million.


 Male & Female

 Generation – kid, young, matured people, old people and jaundice patients.
We know the following regarding the profile of the typical resident of Dhaka City

 10% Kids
 10% mature
 45% young and
 20% Patients
 15% of the old people.


 Social class: Middle Class, Upper Middle Class, and Upper Class.
 Life style: Achiever.


 Benefits : Quality
 User status: Potential user, first-time user, and regular user.

Product Review

We are going to introduce our new diversified tastes product “Sparkle Sugarcane Juice”
initially in 250 ml, 400 ml and 500 ml bottles and cans. It will be launched in plastic bottles and
cans also will be launched in different packages like family, individual or friends’ package.
According to the survey the target market growth rate is increasing. Our company estimates that
the future market will be satisfied with more diversified and segmented product. Our target to
make new market segments according to customers’ needs and wants.

Description of the product

Sugarcane is the most important member of the plant kingdom with a metabolism leading to the
accumulation of sucrose. It is transported as glucose and fructose within the growing plant. The
crop provides the cheapest of energy-giving food. The sugarcane belongs to the grass family. It
is a perennial plant which grows from 2.5 to 4.25 meters. With sufficient care, it grows up to 7.5
Competitive review

Competition in the area of soft drink industry can be differentiated through test and flavors. The
main categories of tests and flavors in the existing soft drink market and the existing competitors
are given below in a table-

Competitor Cola Orange Ripe Mango Lemon Soda Others

Coca-Cola √ √ √
Pepsi √ √ √ √ √
Pran √ √ √ √
R C Cola √ √ √ √
Virgin √ √ √ √ √
Aarong √ √

Table: Market Competition

Channel and Logistic Review:



Company Ltd.

Dhaka Office

SWOT Analysis:

The Research and Development (R&D) department found some major strength and weakness for
the new product “Sparkle Sugarcane Juice” of the company. According to the R&D department
the SWOT analysis of the product is described below.-

Strengths Weaknesses
 Private limited company
 Limited Cash
 Strong brand name
 Too many existing competitors.
 High customer loyalty
 Less product classification
 Strong relationships with Stakeholder
 Challenges of the seasonality of the
 Excellent, stable and trained staff for
customer service. business.
 Strong merchandising and product  Challenges of preservation.
presentation.  New in the market.
 High quality machineries.
 Raw materials are available in our country.

Opportunities Threats
 Completely new test in soft drink market.
 High growth rate in our target market.
 Change in container or product classification
 Existing channels of our existing product
can be used.
 Increasing sales opportunities beyond whole
 Other competitors of soft drink
Objectives and Issues:


The key to success of this product are-

 Maintaining gross margin in excess of 30% at the first year.

 Experienced and eye catching advertisement on the important areas of the Dhaka City.
 Quality Enterprise Resource Planning (ERP) management.
 Proper channel distribution.
 Proper Customer Relationship Management (CRM).
 Proper Supply Chain Management (SCM)

Critical Issues

As the product is new and innovative, the company has to consider some critical issues, which
are as follows-

 The products sales growth will be slow and our company may face loss in the very first
year of their operation. Thus the company has to hold the product’s position for first 12
month, which is admirable.
 As the product is new in the market, it will take too much time to stay in the heart of the
consumer and the beginning consumers will be innovators. Thus attractive and effective
marketing will be needed to attract, grow, and retain the customers.
 The marketing objectives will be to create product awareness and trial.
 The company must use heavy sales promotion to entice trial that is matter of investing
huge amount of money.
 The products cost per customer will be high, as the product is lunching initially.

Our marketing strategy is based on becoming the potential choice for consumers in the soft drink
market. Our marketing strategy is based on superior performance in the following areas-

 Product quality.
 Product price.
 Superior test.

Marketing objectives

The marketing objectives of the company for the product are as follows:

 Maintain a gross margin of 35% each month.

 Generate an average of Tk120,000 of sales each business day each month.
 Realize an annual growth rate of approximately 25% within the year 2010.

Financial objectives

Financial objectives determined by the company for the product are as follows-

 A growth rate in sales of 15% for the year 2010, to total excess of Tk 30,00,000 in total
 An average sale per business day in excess of Tk.120,000.
 Reducing existing variable costs by 3% within the year 2010.
Marketing Strategy:

Target Markets and Segments:-

Our target markets are separated into three segments. The segments are kids, young, and adults.
The segment details are as follows-

 Kids: - The kids are a large portion of the population. According to our marketing
investigators, kids are the second major consumer of soft drinks. Kids like soft drinks.
They like different tests and colors and according to market research kids are going to
love our new product Sparkle Sugarcane Juice.
 Young: - There is a large portion of the population occupied by the young people.
According to the marketing investigation most of them like soft drinks and they
appreciated our new product. As young generation is the highest consumer of this
type of product, they are our one of our potential customer to serve.
 Matured: - Matured is another portion of the population. Matured is most careful and
sophisticated consumer and are most concern about the price and the quality. So,
targeting the adults is also one of our effective decisions.
 Patients: - The juice is very essential for patients. It can recover jaundice very
quickly. Therefore the jaundice patients are one of targeted customer of our Sparkle
Sugarcane Juice.


 To the soft drink consumers, who are tired or looking for a refreshing drink, “Sparkle
Sugarcane Juice” is offering them the highest refreshment with the test of sugarcane
“Sparkle Sugarcane Juice” is offering the consumer a clear differentiated test from
the other drinks.
Product Strategy:

Sugarcane juice is a fruit juice made from sugarcane. This is a very healthy and refreshing drink
since fresh sugarcane is full of vitamin C and antioxidants.

The new brand name for the new strawberry juice is Sparkle Sugarcane Juice.

Sparkle Sugarcane Juice Premium, and kids’ choice juices are unique because of their
taste and flavor. They are nutritionally rich, available in 250 ml, and 400 ml, 500ml hygienic
non-returnable bottle, tin canned, aseptic pack.

Product design and package for non returnable bottle (250 ml)

Pricing Strategy:

In the current market of Bangladesh, there are a number of juice products exist. Through the
market research we have revealed that most of these products’ price range is in between Tk20 to
Tk60.As we are striving to launce similar product but with a different test, it is better to set the
price based on other products to which we will compete. W have gone through our entire
production process and found that this competition based pricing will also cover our total cost
So, the selling price we set for our product is Tk19, Tk. 30 & Tk.40


RC Cola 18
Sparkle 19

Distribution Strategy
The Sparkle Sugarcane Juice supply chain begins with its upstream partners.
Sparkle Sugarcane Juice sources its supplies through upstream partners like
vegetable and fruit farmers, bottling companies, and food additive distributors.
Sparkle Sugarcane Juice design their bottles to be square, which helps fit more
bottles in shipments and for more facing in stores. Sparkle Sugarcane Juice sources
its sugarcane through The Rainforest Alliance, a nonprofit organization that helps
preserve biodiversity in the rainforest and promote sustainable practices for
farmers. Sparkle Sugarcane Juice’s plant in Dhaka is fitted with solar panel, which
help the company cut energy cost. Sparkle Sugarcane Juice’s downstream partners
include distribution centers across the country that deliver the product to retail
stores. Sparkle Sugarcane Juice’s demand chain show that Sparkle Sugarcane Juice
is most popular in the Dhaka, and specifically in cities. Sparkle Sugarcane Juice
has several distribution plants located between Dhaka and Chittagong. This
distribution strategy reflects a geographically intensive approach. Sparkle
Sugarcane Juice connects with its customers through a mixed array of distribution
channels. Sparkle Sugarcane Juice can be bought in a regular setting, in which the
retailer picked up Sparkle Sugarcane Juice from a wholesaler. Sparkle Sugarcane
Juice can also be bought by customers from wholesaler. We also offer online
orders from our customers. Via our “Sparkle Sugarcane Juice
Via our “Sparkle Sugarcane Juice Online Store Loc ator”, customers can find the
closest retailers of Sparkle Sugarcane Juice in their immediate area. To promote the
new Sparkle Sugarcane Juice marketing plan, the company will include more
college towns and universities to its list of retail intermediarie s. This strategy will
boost the probability of our target market seeing our product offered for sale.
Sparkle Sugarcane Juice uses exclusive distri bution, as not all stores carry the
Sparkle Sugarcane Juice product line. Sparkle Sugarcane Juice will begin to offer
its product at intermediaries like colleg e bars, grocery marts, liquor stores, and
college campus stores.

Marketing Communication Strategy:

The most successful Marketing Communication Strategy would be through the following:

Television Advertisement: NTV, Channel I, ATN Bangla, RTV, and CSB News which are the
most popular television channels in the country.

Newspaper Advertisement – The Prothom-Alo, The Janokantho, The Jugantor, The Daily Star,
the Independent etc.

Radio – Radio Vhumi, Radio Amar, Radio Today, Radio Furti etc.

We will also use some bill-boards and we will hold a sport event in various universities and
colleges for the young generation to promote the product. We will conduct campaign to offer
free sample to the consumers in various departmental stores, general stores, super markets
universities and colleges.

Marketing Communication:
By integrating all messages in all media, we will reinforce the brand name and the main points
of product differentiation. Research about media consumption patterns will help our advertising
agency choose appropriate media and timing to reach prospects before and during product
introduction. Thereafter, advertising will appear on a pulsing basis to maintain brand awareness
and communicate various differentiation messages. The agency will also coordinate public
relations efforts to build the Sugarcane-Vita brand and support the differentiation message. To
generate buzz, we will host a user-generated video contest on our Web-site. To attract, retain,
and motivate channel partners for a push strategy, we will use trade sales promotions
and personal selling. Until the Sugarcane-Vita brand has been established, our communications
will encourage purchases through channel partners rather than from our Web-site.

Marketing Research:

During the initial phase of the marketing plan development, several focus groups were held to
gain insight into prospective customers. These focus groups provided helpful insight into the
decision making processes. An additional source of dynamic market research is a feedback
mechanism based on a suggestion card system. The suggestion card has several statements that
customers are asked to rate in terms of a given scale. There are also several open ended questions
that allow the customer to freely offer constructive criticism or praise. The “Sugarcane juice”
will work hard to implement reasonable suggestions in order to improve their service offerings,
as well as show its commitment to the customer that their suggestions are valued.
Marketing Organization:

Based on our organizational hierarchy we have constructed a framework that will help to manage
and perform the activities of our new product.
Control System Framework:

First we will set our central office in Dhaka. From there we will keep contact with the local
representative through mobile call, SMS and MMS. The responsibility of local representative
will be to deal with the producers, send a copy of the deal to the head office and make sure that
the producers are getting the right price. The payment of purchasing sugarcane will be cleared
through banks, post offices and using several technologies.

We have two different ways to carry the product toward Dhaka office-

1. By Road
2. By Rail

Comparison and Contrast between Two Ways

Characteristics By Road By Rail

Cost High Low
Time Low High

Table 4.1 Comparisons and Contrast between by road and by rail

Whether we use By Road or By Rail we will use “Global Positioning System” (GPS). But in case
of By Road we will maintain a contract with a specific petrol pump. We will receive the bill of
petrol through fax, e-mail or SMS and the bill will be cleared by banks through “Electronic Data
Interchange” (EDI).

After receiving and checking the consignment we will store some quantity of juice in the Dhaka
office and rest of the product will be sent to the warehouse. The Dhaka office will contact with
the warehouse through mobile. Though we are not using any distributor the retailer will collect
carrot from our Dhaka office. So, we can say that the Dhaka office will be our “Point of Selling”

Action Programs:

The new brand of “Sparkle Sugarcane Juice” will be introduced in January. We make an action
program for the next six months. And we believe that, if our six month action programs will run
well, then we will achieve our goals easily. And we will continue our business according our


As we know there is no alternative without advertising to reach the product to the customers
mind. Therefore at the eve of month we will advertise to the newspapers about our new product.
We will advertise to the newspapers. We will advertise for new dealership customer. Then we
will collect their information of different dealers. At the last of Month we will start production
new sweet favorite sugarcane juice named “Sparkle Sugarcane Juice”.


At the beginning of the month will arrange a meeting for the suppliers, dealers and some specific
customers. We like provide them T- Shirt with our product and brand name. At meeting we will
arrange questions and answer sessions to learn to about the market affects and proper
suggestions. We will about our product quality, product development as well list of the dealers.


Getting experience from the meet will apply some initiatives and at this month we will advertise
of our new product in the Television, Radio, Bill Board, Banners, and in the Poster. Then we will
launch our product in to the market. In the primary stage we will produce 250ml can, and 500ml


After doing our successful operations of three month, at the forth month we give extra benefits to
the dealers and sellers to improve our sales. We will give small toys for the kinds.

Observing the situations, at this stage we will produce 250ml can, and 500ml bottle for the
consumers. In this month we will start to produce 1 litter bottle for the small family. And this
month our product will be available in almost every shop and out site the country.


Observing and analyzing us take necessary actions to develop product sales and increase our
profit. We can easily understand the marketing position of our product. If we learn that our
condition is suitable then we will make divisional dealers to distribute to the whole country.

Financial projection:

Variable Cost: – Taka

Direct Material 3
Direct Labor 2.50
Indirect Material 2.00
Indirect Labor 1.50
Fixed Cost 1.00

Manufacturing Cost 5.50

Sales & Promotion 1.50

Total Cost 17

At the very beginning, we want to go for Taka 2,20,000 Pcs juice production. And producing
price is to be Tk. 17 per pc.

Our fixed cost is Taka 400,000 .

So our total cost is= 400,000 + (17* 220,000) Taka = 4,140,000 Taka

Our selling price is = 19 taka

At the very beginning, we want to go for Taka 2,20,000 Pcs juice production. And producing
price is to be Tk. 17 per pc.

For the year ended 31st December 2016

Narration 2016
Taka Taka
Revenue from sales
Gross Revenue
Cost of goods sold 31800000
Gross profit 1320000
Operating expenses:

Rent 1000000

Sales and distribution 912000

Administrative salary 366000

Miscellaneous 320000

Advertising expense (13200000*10%) 1320000

Depreciation 75000

Total Operating Expense: 3993000

Operating Profit Before Interest and Tax: 9207000

(-) Interest expense 1200000

Operating Profit before tax 8007000

(-) Income tax 25% on profit before tax 2001750

Net Profit 6005250

Profit and loss statement

For the year ended 31st December 2007

Narration 2007
Taka Taka
Revenue from sales
Other revenue
Gross Revenue
Cost of goods sold
Gross Profit
Operating expenses: 6432000

Rent 1000000 5168000

Sales and distribution 60000 1292000

Administrative salary 366000

Miscellaneous 320000

Internet expense 3000000

Depreciation 75000

Advertising expense (12600000*8.5%) 1071000

Total Operating Expense:

Profit before tax

Income tax 25% on profit before tax

Net Profit 3876000

Balance Sheet: Fort the ended 31st December 2016

Taka Taka
1. Current Assets 18000000 11643000
6357000 4560000
Cash and Bank
44000000 57243000
(Less) Payments (Total operating expense-Depreciation)
Net Cash and Bank

Accounts Receivable


Total Current Assets

2. Fixed Assets
Equipments 750000 9675000

(Less) Depreciation 75000 66918000

Investment 675000

Total Fixed Assets 9000000

Total Assets (Total current assets + Total Fixed Assets)

Liability and owner’s equity Taka Taka

1. Current liability: 33000000 34542000

Accounts payable 1542000 18000000

(Less) Income tax 102500 14376000

2. Long Term liability: 416000 96918000

Bank Loan

Owner’s Equity:


Retained earnings

Total Liability and owner’s equity


In conclusion we can see that, the product the company is going to launch has a bright future in
its market. As the product is innovative, the consumers are going to appreciate it. And according
to the R&D (Research and Development) department this product will be a strong product mix
for our company. And once our “Sparkle Sugarcane Juice” will reach to the hand of every of
our targeted customers.
Z. Dong et al.,A Nitrogen-Fixing Endophyte of Sugarcane Stems (A New Role for theApoplast),
Plant Physiology, 1994, Vol 105, Issue 4 1139-11472.

R. M. Boddey, S. Urquiaga, V. Reis and J. Döbereiner,Biological nitrogenfixationassociated

with sugar cane, Plant and Soil, Volume 137, Number 1 / November,19913. 4. 5.