Final Report Project

Strategic Marketing

 Submitted by:
Syed M. Nauman Hamid Zaidi
Roll #:
LCM-4018
Class:
BBA-V-B
Department:
Management Sciences

 Submitted to:
Ma’am Sadia Iftikhar

3rd June, 2022

 Tables of Contents

1. Current Assessment
2. Introduction
3. Vision, Mission, Value Statement
4. STPs
5. SWOT Analysis
 Strength
 Weakness
 Opportunities
 Threats
6. Marketing Mix
 Product
 Price
 Place
 Promotion
7. Contingency Planning
8. Supply Chain Diagram
9. Product type
1. CURRENT ASSESSMENT:

Rate of diabetic patients in Pakistan is 43 percent, current time there is a common disease in Pakistan
which is facing by the people. Some products, juices, food items are very harmful to the diabetic
patients by this these people cannot drink/eat sweet items. We see new shops, restaurants, hotels and
cafes been open on daily basis but none of them are diet sugarcane juice. The concept of Organic
juice is very rare in Pakistan so we have an opportunity to attract huge market. Organic juices are
trending idea in today’s world. Eating unhygienic food is very common and causes numerous diseases.
The concept of Organic juice will capture huge market if it considers the hygienic side.

There is no this type of product is in the market and we can easily gain profits throughout the nation,
because sugarcane is a national juice of Pakistan but diabetic patient can’t drink this juice because it
harms the health of diabetes so after analyzing this we introduce this product (sugar cane juice) with 0
calories.

2. INTRODUCTION:

Name: Diabetic mart

Diabetic mart is a new sugarcane juice specializing in organic, sugar free multi-grain product. We
believe that diet conscious individuals should have easy access to delicious sugar free juices. We are
committed to provide healthy and hygienic juice to people to promote a hale and hearty life style. Our
business will provide healthy organic juice to all sort of people especially working class. It’s hard to
find a place that will provide healthy nutritional juice that is fresh. The market for healthy products is
growing and shows that it has a long life and substantial growth opportunities. More specifically an
increasing diversification of healthy products and new ventures related to this has attracted
entrepreneurs and corporations. Our unique selling point would be promoting diet juice among people
by providing, understanding and the impact of one’s drinking choices on health and the environment
which directs people to go for healthy choices.

Ingredients of product:

Sugarcane, lemon, black salt, mint, calorie loss machine

3. Vision, mission, Value statement:

VISION:

To create a community that will attract a new understanding of health and happiness for those are diet
conscious.

MISSION:

We wish to offer an alternative to the diet juice products industry by distributing clean and healthy
products with guaranteed organic diet origin. We offer compromise-free products by being an
innovative, dynamic and socially responsible company determined to give a healthy items choice
everywhere to everyone.

VALUE STATEMENT:

“provide diabetic juice”

4. STPs (segmentation, target, positioning)

Segmentation:

We segment our market into three groups:

 The Diabetic Group

 The Doctor Diet Group
 The Diet Craze Group
 Diabetic want group

 The Diabetic Group:

According to national survey of Pakistan 20119-20, every 4th Pakistani is suffering from diabetes.
Despite such a large number of people, most of the brands do not cater to their needs with the exception
of select few.

 The Doctor-Diet Group:

For health reasons, many people are warned off certain products by their doctors because of unwanted
elements present in them.
  The Diet-Crazy Group:

Health enthusiasts encourage people to use healthy products. While this target market is quite large, it
is ever fluctuating since most of the people are making modifications to their diet based on their desire
to lose weight.

 Diabetic want group:

Some products, juices, food items are very harmful to the diabetic patients by this, these people cannot
drink/eat sweet items. We see new shops, restaurants, hotels and cafes been open on daily basis but
none of them are diet sugarcane juice. The concept of Organic juice is very rare in Pakistan so we
have an opportunity to attract huge market, so we target on that group who want to utilize those
products who can’t use these products due to the reason of diabetes

Targeting:

We will mainly focus on the Diabetic Group, Diet-Crazy Group, diabetic want group since they are the
most prevalent and are more capable of choosing new healthy products. We expect that the Doctor-Diet
Group will make up a smaller portion of our customers. We are specifically filling the needs of the
Diabetic Group and the Diet-Crazy Group, so we expect most business from these groups.

Positioning:

Our company will give a sweetest juice ever with 0 calories that do not harm the health of diabetic
patients. There is no one here who are offering this product, You'll definitely want to come back to this
site.

Market strategy:

Market strategy of our brand is there is no this type of product is in the market and we can easily gain
profits throughout the nation, because sugarcane is a national juice of Pakistan but diabetic patient can’t
drink this juice because it harms the health of diabetes so after analyzing this we introduce this product
(sugar cane juice) with 0 calories.

5. SWOT ANALYSIS:

STRENGTHS:

 Unique concept
  The bakery has strong ethical values and ethical mission statement.
 Reasonable prices.
 Hygienic products.
 Wide variety of organic products.
 Benefit of product differentiation/services
 Easily available.
 Attractive to the diabetic patients

WEAKNESSES:

 Startup cost.
 New business.
 Less popularity and reputation as compared to others.
 New staff to train for operations.
 Need to train staff for recipe

OPPORTUNTIES:

 Opportunity to expend and market locally.

 Opportunity to open earn profit

THREATS:

 Price fluctuation due to increase in prices of raw material and supplies.

6. Marketing mix:

PRODUCT:

The market for healthy products is growing and shows that it has a long life and substantial growth
opportunities. More specifically an increasing diversification of healthy products and new ventures
related to this has attracted entrepreneurs and corporations. Our unique selling point would be
promoting diet juice among people by providing, understanding and the impact of one’s drinking
choices on health and the environment which directs people to go for healthy choices.

Our company will give a sweetest juice ever with 0 calories that do not harm the health of diabetic
patients. There is no one here who are offering this product, You'll definitely want to come back to this
site.
This juice will make in the front of the customer with the use of these ingredients Sugarcane, lemon,
black salt, mint, calorie loss machine

PRICE:

Diabetic mart prices according to its divisions, square and lounge are premium priced and Our brand
also follows value-based pricing in its marketing mix by offering the items in different quantities like
small, medium and large. So, the pricing strategies are not rigid and through its flexible and varied
prices it caters to the customers in different segments.

Description Unit price

Sugar cane juice 150

PLACE:

We have selected all societies of Lahore as targeted place as class living. We have place to entertain the
people who are health, diabetic and diet conscious. Our brand is a best choice for these people to have a
healthy diabetic food item.

PROMOTIONS:

a) Website:

We will stay current with industry trends and have a webpage, Facebook page and Twitter site. Our
menu, map, and hours of operation will be easily accessed. We will also be considering fax or email
orders as well a phone application.

b) digital screens:

displays the making of juice on the roads, highways which is displaying through the screens

c) Loyalty Programs:

We are planning to partner up with online food applications to encourages visitors to check out our
juice through gamification and customer loyalty programs, which offer visitors a free purchase or
discount for visiting a certain number of times.
 d) Visit Companies in our Neighborhood:

As the companies which have number of diabetic patients we first provide free sample of the juice.

e) 50% off for First week of Opening:

To stimulate our potential customers, we will provide a discount of 20%for first three days of opening.
This percentage is enough to attract the targeted group of customers and still leave us some profit.

7. Contingency planning
o Being a startup, it is not guaranteed that the business will be successful so there must be a
contingency plan. Further, if the products of the Company lack hygienic side, it may lead to
reputational damage ultimately impacting the operations and sales of the Company.
o There is no prior experience of managing such a company so lack of experience may also lead
to the failure of the business.
o Alternatively, we may target the different parts of the city where there is no saturation of such
companies.
o We may also sale our product to some local juice makers

9. Product type:

Diabetic product type is convenient product because it is very convenient to purchase. They are bought
frequently and with very little effort.

10. SUPPLY CHAIN DIAGRAM:

Supplier
(sugar cane ) Manufacturer Customers
(Super mart for
ingredients) Diabetic mart (End user)
(mint), (lemon,
glass),
(straws) etc.