Executive Summary

Mahar soft drink Company’s Surprise drink is under intense scrutiny by investors due
to its inability to effectively implement its marketing plan. When setting up a reborn
marketing plan, every aspect of the marketing plan must be critically evaluated and
thoroughly researched. This includes reviewing market research; these include auditing the
business and the current situation (situation analysis) and carefully examining the feasibility
of the soft drink industry and the market for Surprise drinks. Once the industry and the
external business environment are carefully analyzed and the industry is generally evaluated
for the most appropriate marketing strategies, these strategies will be effectively monitored
and effectively monitored and continuously monitored for external threats and opportunities,
as well as internal procedures.

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1.0 Introduction
Surprise-Cola Like carbonated soft drinks sold in restaurants and internationally. Surprise-
Cola claims to sell the beverage nationwide. The company produces focus and sells licensed
Surprise-Cola bottles nationwide. The bottles, which have separate contracts with the
company on a regional basis, produce distilled products in concentrated bottles and jars, along
with filtered water and soft drinks. The bottles are then sold to Surprise-Cola in retail stores
and vending machines, distributed and sold.

1.1 Situation Analysis

1.1.1 Market Analysis:
Market analysis investigates both internal and external business environments. Surprise cola
is important to pay close attention to the internal and external characteristics of its business,
and its internal and external influences and their respective influences are key determinants of
its success and survival in the soft drink industry.

1.1.2. Internal Business Environment

The business environment and its influence to some extent within the control of the business.
The key characteristics of the internal environment are efficiency in the production process;
Includes management skills and effective communication channels. To effectively control the
business environment; Surprise should be able to continuously evaluate the performance of
the business and easily take action on anything that is not effective at any stage of the
production and consumer processes.

1.1.3. External Business Environment

The external economic environment and its influences are often powerful forces that affect the
industry as a whole and, in fact, the economy as a whole. Beware of Surprise if changes in the
external environment create opportunities or threats in the market. Economic ups and downs;
Changing customer attitudes and values and demographic patterns have greatly influenced the
success of Surprise Cola products in the market and the hospitality they receive from
consumers.

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2.0 SWOT Analysis on Mahar Soft Drink Company
SWOT stands for Strengths Weakness Opportunities Threats. SWOT analysis is a
technology used in many marketing contexts besides general management. SWOT involves
the use of here and outside research data to identify the organization's current activities: its
strengths and weaknesses, and to identify existing opportunities and threats.

2.1. Strengths
Surprise soft drinks have long been a complex part of local culture. The image of the
product is too romantic to carry. This is a picture that has captured the hearts of many.
Surprise soft drink on T-shirts, Hats and collectibles are on display. This highly recognizable
brand is one of the biggest strengths of Surprise-Cola.

2.2. Weaknesses
Surprise-cola is no exception to the fact that weaknesses for every business are
addressed in order to maximize productivity and efficiency in their business operations.
Despite the booming domestic and international markets, Surprise Drinks recently
reported some unit declines in upper and northern Myanmar due to lower consumer demand.
"Surprise, on the other hand, has side effects that can affect dental health. It also contains
sugar, which can be harmful to your health if you continue to drink Surprise soft drinks.
Because of the addiction to Surprise soft drinks, drinking Surprise soft drinks every day for a
few years can have a detrimental effect on your body.

2.3. Opportunities
Brand recognition is an important factor in undermining an Surprise competitive
position. The Surprise Drinks brand name is known today in 94% of its borders. The main
concern over the past few years has been the growing popularity of the brand. Changes in
packaging may affect sales and business conditions, but are generally not affected by new
products for the general public. The Surprise soft drink bottling system allows the company to
take advantage of unlimited growth opportunities across the country.

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2.4. Threats
At present the threat posed by potential new competitors in the carbonated soft drink
industry is enormous. But the alternative threat is a very serious one. The soft drink industry
is very strong, but consumers are definitely not interested in it. Substitutes that constantly
push Pepsi. Pepsi is diversifying into these markets, allowing them to gain more significant
market share and offset the losses caused by market fluctuations. Consumer purchasing power
also represents a major threat in the industry.

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3.0 Product Analysis on Mahar Soft Drink
When referring to every product or service that has been placed in front of the
consumer, it means that all existing products and services are dead. That's why every product
is born. It grows. He grew up and died. Therefore, in the trading market, products and
services are created and processed in a process called the Product Life Cycle. Initial extraction
In addition, slower growth and market share have become key factors in profitability,
resulting in lower cost management, better performance, and better performance. Product
diversification and marketing are becoming more important. The product life cycle in
overseas markets is a growth trajectory, and Surprise's strengths are largely due to the
establishment of its strong brand, which is now able to leverage stable profitability to support
domestic Cola Wars.

3.1 Selecting Target Market

Once the situation is analyzed, once the marketing goals have been determined, the
focus shifts to the target market. Since the soft drink market is so large and the business may
not be "for everyone", which market should you choose the most promising? The target
market for Surprise soft drinks caters to the needs of many diverse consumers, from a healthy
diet to the average person, from its best-selling cola soft drink to the average person. Most
Surprise products satisfy all age groups, as most people in different age groups have proven to
consume Surprise soft drinks. This market is quite large and open to both genders, resulting in
a greater variety of products.
There are four broad ways that Surprise soft drinks can differentiate their market.
 Mass marketing
 Focused marketing
 Different marketing
 Specialized Marketing
The most prominent way to use Surprise soft drinks is without a doubt Coke's diverse
marketing approach to satisfy many different markets. Diet cola can help you lose weight.
Regular coke; sprite Ordinary people coffee, Cold tea is provided. Each group of drinkers
satisfies a group of people, but most of them are ordinary people.

3.1.2. Positioning

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 Once a business has decided which market segment to compete for, it creates a clear
picture of its target market and defines its product. Location strategy can be identified.
Positioning is the process of creating a product that captures the attention of consumers
related to competing products. Although both Surprise and Franklins make soft drinks,
Franklins still see them as the bottom of the Surprise soft drink market. Placement helps
consumers understand what makes a product stand out from the competition. Surprise Soft
Drink is planning to redesign its products into positions that will give it the biggest advantage
in their target market.
Surprise soft drinks are positioned based on a direct comparison process and their products
are positioned to benefit their target market. Most people create one image of a product by
comparing it to another. As a result, it became famous through the famous battles between
Surprise soft drink products.

3.2 Developing the Marketing Mix

Marketing mix is probably the most important step in the marketing planning process. Here
we determine the marketing strategies for each product. Marketing mix refers to the
combination of the four key elements of a business's marketing strategy (pricing, promotion,
product, location). At this stage of the marketing planning process, marketing combinations
must be designed to meet the needs of the target market and to meet marketing goals. The
most successful businesses have constantly monitored their marketing mix due to relevant
internal and external factors, and monitored the external business environment to maximize
their market expansion mix.

3.2.1. Product
Many products are physical items that you can own and take home. But the word
product is much more than just a physical product. In marketing; the product also refers to
services such as holidays or movies where you can enjoy the benefits without owning the
results of the service.
Businesses are the main product; you need to think about the product in three stages:
the actual product and the enhanced product. The key product is what the consumer is actually
buying and the benefits that come with it. Surprise Drinks Customers buy a variety of soft
drinks. The actual product is the components and features that deliver the main product. Due

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to the high standards and high quality of Surprise soft drinks, consumers will buy Surprise
products.

3.3 Branding
It is often difficult to say exactly why we buy one company product over another.
Companies like Nike and Adidas spend a lot of money trying to keep consumers away from
their competitors who make very similar products. The popularity of a brand is often a
determining factor. Surprise Soft Drinks has spent millions of dollars promoting and
enhancing its brand name and gaining regional recognition. Surprise Drinks is the most
recognized brand by 94% of the local population and is the most widely recognized word
after "OK". Surprise Drinks Red and white colors and special designs are examples of brands
around the world.
There are several branding strategies: general branding strategies; Individual brand
strategy; Family Branding Strategy Manufacturer's brand strategy; Personal Branding
Strategy and Integrated Branding Strategy Coca Cola launches its own brand of Surprise soft
drinks under its own brand name, Fanta; Sprite Coca Cola is often referred to as a separate
line called Surprise Soft Drinks, but Coca Cola uses individual branding strategies as a
separate line under the name Surprise Soft Drink.

3.4 Packaging
The packaging industry is still an important factor to consider when it comes to
marketing mix in packaging, which is not what businesses expect. Packaging protects the
goods during transport; It promotes the product and sets it apart from the competition while
sitting on the platform and while consumers are using it. Packaging may allow you to design
promotional programs that will generate additional revenue and advertising for your business.
Surprising soft drinks benefit from packaging with incentives and recommendations to label
the product as a marketing strategy to increase sales and revenue.

3.5 Price
Price is a very important part of market penetration, as it can affect both supply and
demand of Surprise soft drinks. The price of Surprise Cola's products is one of the most
important factors in a customer's decision. The price difference that will make a customer buy
our product more than anything else is: As long as most things are very similar, therefore,

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pricing policies need to keep in mind consumers and external influences in order to
effectively balance sales and production costs.
Pricing strategies are important for amazing drinks because price determines the profit
and sales volume per unit sold. Businesses need to set prices that are attractive to their
customers and pay good profits. Long before the launch of Surprise Soft Drinks, consumer
demand forecasts were developed at various prices that inevitably determine whether a
product will hit the market or not. Adequate funding and resources were allocated for
promotion and distribution. .

3.6 Pricing Strategies and Tactics

The pricing strategy used by a business is to meet the objectives of the marketing program
and to support product placement; External factors such as economic conditions and
competitors must be taken into account. There are five strategies available for a business:
market fluctuations; Penetration price; Loss leaders; Price points and discounts. Over the
years, Surprise Cola has used Penetration Pricing to gain a foothold in the market and gain
market share. Its product has penetrated the market. Once Surprise Soft Drinks has
established customer loyalty, it will gradually increase the price of its products. As each
company competes for customer recognition and satisfaction, there is fierce price competition
between Surprise soft drinks and Pepsi products. Coke has so far emerged as a surprise for
long-term profits. As you can see, in some cases it is broken but in others it is broken the best.

3.6.1 Method of Pricing

Good pricing decisions are based on an analysis of what the target customer expects to pay
and what they think is good quality. If the price is too high, consumers will spend their money
on other products and services. If the price is too low, the company may lose money and go
bankrupt.
Pricing methods include: cost base; Market base price and competitive base price. Over the
years, Surprise has lost its value here, but it has regained its strength by adopting a more
competitive price approach to the soft drink market. Leader Follower pricing occurs when
there is a relatively strong business in the market that is considered to be the market leader.
The business has a larger market share; loyal customers and some technical glitches; so in the
current Surprise case, he was the first follower, but with effective management, he is now the
market leader and working to achieve his marketing goals for Surprise soft drinks.

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3.7 Promotion:
In today's competitive world, putting the right product in the right place at the right time is not
enough to succeed. Effective communication with the target market is essential for product
and business success. The promotion is about who you are. It's a marketing mix designed to
inform the market how good your product is and where to buy it. Promotions are also used to
try out a new product or to attract more customers to buy an older product.
The marketing mix is based on the personal marketing and marketing tools used in its
marketing program. Advertising it is a combination of marketing and public relations. The
above promotions refer to the mainstream media: TV, Radio Transportation; Advertising
through common media such as billboards and newspapers and magazines. Most of the targets
are television and radio. Due to the high exposure to media such as radio and magazines.
Surprise Drinks is used as the main form of sales promotion for a wide range of products.
Advertising is usually very expensive, but it is not. This is the most effective way to alert and
expose potential consumers to amazing soft drink products. Surprise Drinks Used under line
promotions such as coupons and free samples. These features are an effective way to get
people to take risks with your product.

3.8. Place and Distribution

The P position of the marketing mix refers to the distribution of the product - the
means by which the product is marketed. Product distribution starts with the manufacturer and
ends with the consumer.
A key part of the "Place / Distribution" segment is the respective distribution channels
selected from the amazing beverages to transport its product.
Choosing the most appropriate distribution channel is important because the choice
determines the sales level and cost. Choosing a distribution channel for a business depends on
a number of factors; these include:
• How far is the customer?
• Type of goods being transported;
• Delivery time required. Versus
• Costs associated with transportation;
There are four distribution strategies to choose from for Surprise Soft Drinks. These
are: special control; Choice Private and direct distribution. The product is available in as

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many stores as possible, highlighting the popularity of Surprise soft drinks in a market where
the business used to use the mass distribution method. From supermarkets to service centers
to your neighborhood corner shop; you will find Surprise Cola products everywhere you go.

3.9. Physical Distribution Issues

Surprise Drinks needs to take into account many issues related to the physical
distribution of its soft drinks. The five components of physical distribution are order
management; Warehouse Handling materials; Account management; Surprise soft drinks will
have to try again to balance their operations with more efficient distribution channels.
Order Purchasing: Surprise soft drinks, their process for delivering to consumers (i.e.
delivery to sales centers) are inefficient operations and shape the defects of the product and
the business as a whole.
Storage and inventory control - Needed for storing Surprise soft drinks. Inventory
control is another important aspect of distribution, as it accounts for a large percentage of
business ownership. It's important to choose the right and desired list that Jackson sees as
most effective. Jackson's should be kept in mind, though, that while there are factors involved
in inventory control that can hinder product sales and customer perceptions (risks, distribution
from warehouses, etc.).

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4.0 Formulating: Implementing, Monitoring and Controlling.

Financial forecasts are estimates of future events that are precisely related to expected
costs and revenue costs for future years. Research costs; Product development costs; Product
cost; there are five major marketing expenditures, including promotion and distribution costs.
Sales force combination is the most logical way to estimate revenue. It includes estimates
from individual vendors to sell to calculate the total volume for the entire business. Once
these costs and revenues have been estimated, Management can determine which marketing
combination strategies to use to maximize sales revenue.

4.1 Implementation
Implementation is the process of turning programs into actions, and includes all the
activities that make a marketing plan work. Successful implementation means that the
business's people, Depends on how well the organization structure and company culture are
integrated into an integrated program that supports the marketing program.
For its further success, Surprise soft drinks require a lot of major changes. Production
needs to be on time and meet the quotas required by wholesalers. It must also be effective in
not creating inventory and inventory prices. Marketing requires motivation and knowledge of
the product. Forms of promotion, such as advertising, must be attractive and appealing to the
target market in order to maximize the potential exposure for the product. It guarantees the
success of the products in stores. Product distribution must be effective. This problem has
already been addressed in convenient locations.

4.2 Monitoring and control

Monitoring and control allows the business to check whether there is a real
discrepancy with the budget. This is important because it allows Amazing Cola to take the
necessary steps to achieve its marketing goals. There are three tools you should use to use
amazing drinks to monitor your marketing plan. They are as follows:
I. Sales analysis :
Sales analysis analyzes total sales by market segment to identify strengths and
weaknesses in each sales segment. Vendors of Surprise soft drinks range from major
retail supermarkets to corner stores. It gives its products the most exposure when the
user is comfortable.

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 II. Market share analysis :
Market share analysis compares the sales performance of the amazing soft drink
industry with its competitors. Amazing Cola is striving to increase its market share by
over 60%. Recently, with some amazing soft drink changes, they aim to regain control
of the market. In addition to high school students and universities, gender; Target
different age groups and lifestyles from women.

III. Marketing Profit Analysis :

This analysis looks at the cost of marketing and the profitability of products. Sales
areas look at marketing segments and sales staff. There are three ratios to monitor
marketing profits. They are for sale. Marketing to advertise to resellers and to increase
sales to resellers. The results of these three tools can help determine emerging trends,
such as the need for Surprise soft drinks and different products. Comparing these
results with actual results gives advice on when to change the business.

4.3 Market Research

When trying to implement a new marketing plan, a business must take relevant steps
to address its target market and ensure that both new marketing plans are better for the
business than the old one. When conducting market research, a business must first identify the
problem and gather the appropriate information to solve it. A business has three types of data
that it can gather to solve its problems.
 Exploratory Research which clarifies the problem and searches for ways to
address it.
 Descriptive Research is used to measure and describe things like the market
potential for a product and characteristics of the target market.
 Casual Research is used to test a hypothesis about a cause and effect
relationship.
Surprise drinks through its market research has addressed all three types of research to
define the problem raised by shareholders and gathered information to serve their needs.

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4.4 Factors Influencing Consumer Choice
When making decisions on products a business must look at factors that influence
consumer choice such as psychological factors, Sociocultural factors, Economic factors and
Government Factors.
 Psychological Factors: such as motivation, perception, lifestyle, personality and self-
concept, learning, and attitudes influence the consumers’ behavior towards a product
and Surprise drinks has addressed this issue by introducing Diet Coke to satisfy
different lifestyles.
 Sociocultural factors: such as culture, subculture, socio-economic status, family and
reference groups influence the consumer’s behavior towards a product.
 Economic factors: such as Disposable income and discretionary income. Surprise
drinks has addressed this side of the influence by maintaining a low price on the price
of its products.
 Government Factors: such as new regulations, inflation, interest rates all influence
consumer spending and choice.

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5. Conclusion

Organizations in our day are often censored; Politics; they are very sensitive to
technological and economic development. Environmental changes have the greatest impact on
the strategic perspective. Quality is a vital part of the biscuit business when it comes to
marketing mix.

For example, Arnott uses its Sunshine brand to compete at the end of the market
budget, but it promotes its own brand based on quality. It is partly competitive on the basis of
non-biscuit products such as snacks and snacks packaging. The two companies are unique,
but the price, Distribution and promotion are very similar. Stronger promotion; Arnott's
market share is stronger than that of Nabisco due to its variety of products and brand loyalty.

An effective marketing program integrates all the components of a marketing mix to

meet the marketing goals of an organization by paying customers what they want and need.
So the most successful companies will be the ones that can most effectively meet these needs.

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