Market plan

Sugar-O, organic sugar cane juice brand

Executive Summary
 
 
 Sugar-o is a natural sugarcane juice brand launched in Bangladesh which is 100% is,
refreshing sugar free juice. It’ll build an image of keeping the mind and body fresh and
active. Sugar-o is being introduced by taking positioning, consumer motivation, consumer
learning, their lifestyle, lifestyle psychology, purchasing power and consumer perception.
So that Sugar-o will have profound market knowledge which will help it to grab the market
position early. The concept that consumer’s need and want has to be identified is highly
emphasized in this report. Sugar-o aims to take up a major share of the juice industry with
this unique, new product.
Introduction

 Sugar-O is a NPD. It has few strong competitors which they will be able to beat with an
integrated marketing mix. It is an ethical, organic and additive free refreshment.Details are
as follows:
Company Summary

 Proposed start up plan- Sugar cane packed juice

 Mission- premium level satisfactory sugarcane juice
 Goals and objective- create market share, brand name (goal-sell 500 units per day)
Marketing Environment analysis

 Micro Environment-Micro Environment

 Cometitor :Pran, Shezan, Tropicana, Minute Main, Del Monte,
 Customers: Age Group – 15-50 and above
Social group > upper middle class (type A and B)
Lifestyle-healthy
 Suppliers: Local sugarcane farmers, preservatives from Beximco
 Marketing Intermediaries :Two intermediaries channel:
Manufacturer>Wholesaler>Retailer>Consumer
Macro Environment

 Economic forces in the Macro Environment

The Economic forces relate to factors that affect consumer purchasing power and spending
patterns. In recent years the statistical numbers in terms of purchasing power of Bangladeshi
citizens in average stands as 628.4 Billion in 2016 and 686.5 Billion in 2017. The values are of
all final goods and services produced within a nation in a given year. Keeping this in mind we
intend to price our product to the limit of spending capacity of our targeted customer.
Socio-Cultural forces

 The Socio-Cultural forces link to factors that affect society’s basic values, preferences and
behavior. With Sugar-o we plan to change the habits of people to shift to hygienic and well
packaged juice packs from roadside street vendors. The basis for these factors is formed by
the fact that people are a part of a society and cultural group that shape their values and
beliefs. As these days there is a growing concern about health. We believe, it doesn’t hurt
to spend some few extra to get a better sophisticated product.
Technological forces

 In production factor our company is using machineries from China. The reason for doing
so is we are trying to develop our product with little or minimum human contact. fully
automatic machineries are our priority. Another reason which should be kept in mind is
that our machines should be able to detect any kind of abnormalities in any level of
production.
 
Ecological forces

 Ecological, or natural forces in the Macro Environment are important since they are about
the natural resources which are needed as inputs by marketers or which are affected by
their marketing activities. Also, environmental concerns have grown strongly in recent
years, which makes the ecological force a crucial factor to consider. For instance, in terms
of a natural crisis in the country can hamper the availability of our core raw material
(sugarcane). Also we should also consider the headlines of world, air or water pollution
trends occurring in the ecological environment.
Political forces

 Every business is limited by the political environment. This involves laws, government
agencies and pressure groups. These influence and restrict organizations in a society.
Therefore, marketing decisions are strongly influenced and affected by developments in
the political environment.
Demographic forces

 Demographic forces relate to people. The name refers to the term Demography. The latter
refers to the study of human populations. This includes size, density, age, gender,
occupation and other statistics. Why are people important? Because, on the whole, their
needs is the reason for businesses to exsist. We are targeting 15-50 above aged customer as
they have decision making and purchasing power. As our product is hygienic and healthy
so health conscious people will buy our product. People who want to taste something new
will buy our product because our product is sugarcane juice and it’s not that available in
the market. Sugar-o is a premium quality juice so type A and B will be our buyer.
Market Analysis

 Market size and growth

Its has high potential
Size is concentrated and niche
 SWOT
Strength-unique product
Weakness-not widely available raw material
Opportunities-untapped market
Threat-political instability
 Segmentation and targeting
Demographic-age group (15-50)
Social class- Class A and B
Psychographic- health conscious people, juice lovers
Target customer buying behaivour

 They have high income and allowances. Therefore they’re willing and able to pay more for
a better quality product that tastes good
Marketing Strategies-Positioning

 It is about creating an image which occupies a clear, distinctive and desirable place in the
minds of target consumers.
Value proposition
 Sugar-Co promises to offer the Bangladesh market with premium quality sugarcane
refreshment at a premium rate that will not disappoint the consumer taste buds, nor will it
compromise on quality.
Positioning statement
 Sugar-O’s tagline is: “local, hygienic, soothing refreshment”
 Marketing Mix

Product strategy:
Your product will have 2 parts:
a. Core product: sugarcane juice
b. Actual product: brand name, quality of packaging and product, design, features etc.

Brand name  Sugar-O

Quality of the drink Premium, hygienic ,low sugar levels, no
preservatives, no colors added, no flavors
or water added
Features High quality packaging, appealing,
portable bottle
 Price strategy
350 takas for 1-liter tetra packs, and 160
takas for glass bottles. The pictures of the
containers are available in the appendices.
 Promotion Strategy
Facebook- to spread the word at a
geographic level
Instagram-to use brand ambassador to
actually get student customers
Newspaper- to provide detailed
advertisement
YouTube- to do comprehensive viral
marketing
 Packaging
It ensures products is portable and easy to
open and also provides all details about the
product, eg: expiration dates, nutritional
values etc. The appendices has the picture of
the bottles and tetra pack Sugar- intends to
offer sugarcane juices in.
 Place
Selective distribution to high end
supermarket within Dhaka at high end
places like Gulshan and Banani.
Eg: Sawpnoo and Aagora
 Distribution channel
wholesaler.>retailer>customer
FINANCIAL FORECATING

 Using software-EPR and financial budgeting- the following has been obtained:
 Investment/capital: 60,00,000 taka
 Forecasted sale (Q1) = 700,000
 Cost of production(Q1) =500,000
 Forecasted selling price= 1 Liter tetra packs-350 taka, 500 ml glass bottles-160 taka.
 Conclusion
After taking all the consumer behavior aspects into consideration, Sugar-o has fulfill all the
criteria those are highly required to capture the customer mind. It has been developed keeping
in mind all the aspects that will be able to meet the needs of consumers. We the team of Sugar-
o believe that consumers will highly accept and purchase our product Sugar-o
Appendices