TO OUR PRESENTATION SESSION

An Effective Marketing plan

PRESENTED BY

THE INITIATORS
 EXECUTIVE SUMMARY
 We want to market Green Coconut Water.
 We have assigned a name for the product as “DrinCo”
 “DrinCo” is a kind of soft drink that provides the
consumers with processed green coconut water in
bottles.
 We have set a reasonable price for the product so that all
kinds of people can afford to buy this soft drink.
 The “DrinCo” would be launched in the market at 250
ml. 500 ml. and 1 Liter bottle.
 1. Marketing Goals & Objectives
1.1 Sales Objectives
 prepared a financial documentation for this
feasibility plan of this product.
 introducing the product in three categories at
250 ml, 500 ml and 1 Liter bottles.
 prepared the Break-Even-Analysis for each of the
product line.
 we have prepared the feasibility plan for five-year
basis.
1.2 Profit Objectives:
• For 250mls the break-even point is at 4158004 Units.
• For 500mls the break-even point is 4914004.914 units per year.

• we have to sell more than 4158004 Units a year &

4914004.914 units to earn profit.
• For 1 Liter bottles we have a different plan. We know many
people are not going to consume the 1 Liter package. So we
have assigned more profit on them per unit.
• For 1 Liter bottles we have estimated the break-even point at
1724137.931 bottles per year.
1.3 Pricing Objectives:
• We calculated the estimated unit price &
fixed price. Then we decided how much profit
margin is possible on each of the product line.
• We have assigned three different profit
margins for three product lines.
• This price setting is based on the current
market research.
 2. PRODUCT DESCRIPTION

2.1 Product Portrayal

‘DrinCo’ is a product that serve different segment of customer.
The product is green coconut water, which is unique in the
current market.
2.2 Product Profile

Name of the Product: “DrinCo”

Type of Product: Green Coconut Water
Ingredients: Pure natural green coconut water, Sugar, mineral
salts, vitamins C.
Container: Stylish plastic bottle.
Container size: 250 ml, 500 ml, 1 Liter
Product Price: SIZE PRICE
250 ml TK. 12
500 ml TK. 18
1 liter TK. 38

Estimated Durability: 03 Months from date of manufactured.

Machinery used: Advanced technology imported from USA, UK
and Netherlands.

Brand Slogan: Drink Fresh

Live Fresh
MD. MOSTAFIZUR RAHMAN

ID:1754
 3. MARKET RESEARCH AND ANALYSIS
 Our company wants to develop and introduce a new
Product.
 So, we have gathered information through in-depth
interviews.
 We made a survey of the market to have a clear idea
about our market, our customer demand, needs and
wants.
 This information helps us to know about the current
market and prospects of our new product.
3.1 Market Description:

 The total market size of the soft drink industry

is about 20 million and day by day it is
increasing.
 3.2 Market Segmentation and Targeting
Market Segments
We have observed and analyzed the market and
based on the nature of the market we segmented the
market in the following sectors:
Geographic Segmentation:

●
Sylhet
●
Rajshahi
●
Khulna & Barishal
●
Chittagong
●
Dhaka
●
Rangpur

Demographics:

●
Individuals
●
Family
●
Sportsman
Psychographics:

●
Higher class
●
Higher mid class
●
Middle class

Behavioral:

●
Sick people
●
Health conscious
●
Sophisticated who take the new product from the market.
3.3 Target Market And Projections:
Target Market:
Health Conscious - 32%
Sick people - 43%
Tourist – 3%
General people - 22%
Market Needs:
250 ml: Its price for the rural mid social class and individuals.
500 ml: Its target the sick people and tourist
1 liter: For a small family.
MD. MEHEDI HASAN

ID:1750
3.4 Competitive Analysis

 The Soft drink industry is very much competitive.

 Many soft drink companies have acquired a significant portion of
the market.
 But the unique features of “DrinCo” will take it far beyond the reach
of the competitor.
 Because, no one has yet thought about selling green coconut water
in such a specialized way.
3.4.1 SWOT analysis:
STRENGTHS:
1. Available input materials
2. Low production cost
3. Technological and marketing knowledge
4. Strong distribution channel
5. Easy manufacturing process
6. Reasonable price.

WEAKNESSES:
1. It is easy to copy the idea by others
2. Taste differ from the natural green coconut water
3. Green coconut water cannot be preserved for longer period.
OPPORTUNITIES:
1. Monopoly market
2. Large market
3. High demand
4. Might have a chance to get subsidies by Govt. to export.

THREATS:
1. High competition in future by copying the idea
2. Entrance of new product
3. Alternatives are avoidable in some segment
4. Uncertainty of launching a new product.
 3.4.2 Competitor Analysis

The major soft drinks and juice companies of current

market are:
• Pran Groups
• 7up
• Mojo
• Coca-Cola
• Pepsi
• Sprite
• Foreign Products etc.
 3.5 Distinct Competency

To compete with the major competitors we can adopt the

following measures:
 Providing top quality product to create high customer satisfaction.

 Reasonable and acceptable pricing.

 Launching highly effective mass promotional activities.
 Continuous innovation and modification of the products.
 Creating and maintaining long term customer relationship.
 Creating “Brand Loyalty” among the target consumers.
KAMRUNNAHAR HAPPY

ID:1724
 4. MARKET PLAN
4.1. Pricing Strategies
We have decided to set a reasonable price for our product when we
will develop it. We considered many factors in setting the pricing
policy. We will describe a five-step procedure:
 
4.1.1. Setting the pricing objectives
Our company has decided where it wants to position its market
offering. We have chosen our objective to maximize market share. We
believe that a higher sales volume will lead to Lower unit costs and
higher long-run profit.

4.1.2.Determining Demand
Each price will lead to different level of demand and therefore have a
different impact on company’s marketing objectives.
4.1.3. Estimating costs:
We have estimated the cost and want to charge a price that covers the
cost of production, distribution and selling the product, including a fair
return for its effort and risk.

4.1.4 Types of cost and level of production:

 There are two types of cost: a) fixed and b) variable.
 Fixed cost includes- machinery, monthly bills, and salaries of
employees and so on, regardless of output.
 There are some variable costs like-cost of bottle, packaging and so
on.

4.1.5 Analyzing competitor’s costs, prices and offer:

We have analyzed our competitors’ price and found that Mojo charges
tk.16 for 250 ml bottle, 7up charges tk. 18 for 250 ml Pac.
4.2 Selecting a pricing method
We have chosen the target costing method to set
price for our product; pricing that starts with an ideal
selling price based on customer considerations, then
target cost will ensure that the price is met.

4.3 Promotional Strategies:

 Advertising
 Personal Selling
 Promotional Tools
4.4 Public Relations
We have future plans to-
 holding seminars
 committing social development
 supporting social activities
 arrange cultural functions and
mobile game shows for publicity purpose.
4.5 Distribution Channel
 In the initial stage, we will distribute the products
with our sole distribution channel.
 When our market will spread out, we will distribute
our products through dealers.
 When we will go for mass marketing, we will supply
our product nationwide through dealers.
 “DrinCo” will be available in all retail stores of the
country.
MD. MOHIUDDIN

ID:1766
 5. MANUFACTURING AND OPERATIONS

5.1 Locations:
We will prefer the locations to set up our
manufacturing firms, warehouses and inventories in
different core business points of the country where it
will be easier to both collect the raw materials and
transport the final goods to the market.
5.2 Human Resource:
The board of directors will be responsible for the recruiting activities.
Recruiting will be done through written tests followed by interviews.

5.3 Technological Aspects:

To create and innovate new quality products we need to use
advanced technology. I need high tech machineries imported from
the foreign countries. Not to mention, skilled people to operate
them. We have already studied all the technical aspects and prepared
a list of instruments and their costs. The machinery will be collected
when required.
6. Financial Analysis and Documentation
 6.1 Sales Forecasting
The following Table and graph show our expected sales for the
coming five years

Expected Sales(Per
250 ml. Bottle 500 ml. bottle 1 Liter bottle
year)

First Year 4000000 4500000 1500000

Second Year 4500000 5000000 1700000

Third Year 5500000 5800000 2000000

Fourth Year 6000000 6500000 2400000

Fifth Year 6300000 6700000 2500000

 6.2 Profit and Loss Projection
For 250 ml.
Item Year 1 Year 2 Year 3 Year 4 Year 5

Total Sales 44440000 49995000 61105000 66660000 69993000

Total Cost (45200000) (48350000) (54650000) (57800000) (59690000)

Total Profit (760000) 1645000 6455000 8860000 10303000

Tax 40% — 658000 2582000 3544000 4121200

Net Profit (760000) 987000 3873000 5316000 6181800

For 500 ml.

Item Year 1 Year 2 Year 3 Year 4 Year 5

Total Sales 75015000 83350000 96686000 108355000 111689000

Total Cost (76700000) (83000000) (93080000) (101900000) (104420000)

Total Profit (1685000) 350000 3606000 6455000 7269000

Tax 40% — (140000) (1442400) (2582000) (2907600)

Net Profit (1685000) 210000 2163600 3873000 4361400

For 1 Liter

Item Year 1 Year 2 Year 3 Year 4 Year 5

Total Sales 54000000 61200000 72000000 86400000 90000000

Total Cost (56600000) (61480000) (68800000) (78560000) (81000000)

Total Profit (2600000) (280000) 3200000 7840000 9000000

Tax 40% — — (1280000) (3136000) (3600000)

Net Profit (2600000) (280000) 1920000 4704000 5400000

Questions & Answer
Session
Thanks To All