MARKETING

PLAN
OF
APPORO
JUICE

Prepared for,
SIR ADNAN BASHIR
Course instructor
Department of Marketing
IOBM
Prepared BY,
1. AIFAZ AHMED
2. ROHAIL RASOOL

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Executive Summary:
A concrete marketing plan is one of the major tools of a marketer to be successful in his
business. As a student of Agricultural Marketing we were assigned to make a marketing
plan. For this purpose we selected APPORO
FRUIT juice as our product and made a marketing plan of this product.

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SAF PAKISTAN PVT LTDserves both the consumer market, as well as local
restaurants. We will succeed in developing a profitable business through the use of our
two competitive advantages, quality and flexibility.
The local farmers of FRUIT cannot produce enough products to satiate local demand and
also other beverage company cant able to satisfy the consumer through their product. We
see this market opportunity and are prepared to seize it.
Our mission is to provide the highest-quality FRUIT Juice. We exist to attract and
maintain customers. When we adhere to this maxim, everything else will fall into place.
Our services will exceed the expectations of our customers.
We have first formed a company then as per requirement we have given description of the
business and current market situation. We have provides these details based on our own
knowledge and collected information from different sources.
Then we have discussed about our strategic plan, market summary, market trends and
market growth. We did SWOT analysis, STP analysis, Competition analysis and also our
competitive advantage.
We also provide marketing strategy, pricing strategy, and also distribution channel. We
mentioned our local and advertising and promotional activities. Then we included our
financial plan and also our implementation plan.
Location:
Plant Location: We have to select a better manufacturing plant as well as the
distribution place. In favoring the environmental factors as considered for the
hygienic manufacturing plant that is much free from the violence of political
disturbance & other hindering factor.
Central office: our target distribution place is Karachi division with other
renowned districts of PAKISTAN. In other districts our own distributor sends our
products through low cost with our great transportation facility.
Size & capacity:
Establishing the manufacturing plant the size of capacity is a great factor to run the
whole processing plant. Size & capacity should be effective for proper working.
In total we need 5600 square feet to move freely.
A small portion of that place will be used as a controller office.
Warehouse free space to store & preserve the raw materials.
Central office space is about 4000 square feet.
Product and Service overview:
Product and service overview includes categories of product, raw-materials of product
and also the nutritional value of the APPORO JUICE

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Raw Materials of Product:
FRUITs are an essential part of any healthy diet. FRUITs provide nutrients, such
as potassium, magnesium and vitamins A, C and E that are vital for overall health
and maintenance of your body. Thats why we select following FRUITs.

Nutrition:

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Energy 468.6 kJ (112.0 kcal)
Carbohydrates25.79
Sugars 20.83
Dietary fiber 0.50
Fat 0.50
Protein 1.74
Vitamins
Vitamin A equiv.(3%)25 g0.992 mg
Vitamin B6(8%)0.099 mg
Vitamin C(149%)124.0 mg
Vitamin D(0%)0.0 IU
Vitamin E(1%)0.10 mg
Vitamin K(0%)0.2 g

Strategic Plans:
The new marketing plan has developed its strategies by focusing on the vision, mission,
goals as well as its core competency.
Vision:
We envision a marketing system that quickly and efficiently moves wholesome,
affordable agricultural products from the farm to the consumer. Our target customer, they
can take the nutrition of the FRUIT. Our product must be diversified as the consumer
need. We have to create our market demand and grow awareness among the people. At
first we have to capture our local market within two years and we will start to export our
product within five years.

Mission:

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Our mission is to provide the highest-quality FRUIT Juice. We exist to attract and
maintain customers. When we adhere to this maxim, everything else will fall into place.
Our services will exceed the expectations of our customers.
We also focus on the following missions,

Hygienic food
Finest quality of our product
Keeping the affordable price
Provide best customer service
Provide energetic and nutritious food

Goals:
We divided our goals into two part, financial goals and Non-financial goals.
Financial goals:
1. Realize a 5% increase in gross profit margins through efficiency gains every year.
Reduce the transportation costs associated with product delivery by 10% by the
end of the first year.
2. We will address break-even analysis, sales forecasts, expenses forecasts, and how
those link to the marketing strategy.
Non-financial goals:
1. Maintain positive, steady growth each month.
2. Experience an increase in new customers who are turned into long-term
customers.
3. Generate brand equity at the Farmer's Market as well as within the commercial
restaurant industry market.
4. Awareness regarding services offered, develop the customer base, and work
toward building customer loyalty.
5. To enter into new market.
Market Summary:
We possesses good information about the market and knows a great deal about the
common attributes of our most prized and loyal customers. We will leverage this

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information to better understand who is served, their specific needs, and how we can
better communicate with them.
Market Demographics:
The profile for our customer consists of the following geographic, demographic,
psychographics and behavior factors.
Individuals demographics:
Singles and families.
Childrens
Sick people
Ages 25-50, this segment makes up 53% of the market according to
the Chamber of Commerce.
Have attended college or graduate school.
Are cognizant about their health
Female aged 30-52
Tend to eat out at least once a week.
Behavior Factors:
Are willing to pay a premium for higher quality, tastier FRUIT juice.
There is value attributed to the more attractive beverage of FRUIT juice.
Enjoy a high-quality juice without the mess of making it themselves.
Psychographics:
Moderate involvement with product purchase, seeking information about health
benefits and nutritional facts of APPORO
Well educated, hard working and active females with a desire to provide a healthy
lifestyle for themselves and their family
Time poor people, struggling to manage theirs and their families active lives who
seek an easy solution to providing nutritional beverages as an alternative to soft
drinks
Females who take both an emotional and rational approach to buying their families
food
Prone to moderate levels of emotional attachment with brands
Eager to seek out the most consistently nutritious beverage products
Market Needs:
We provide individuals and restaurants with high-quality FRUIT juice. We seek to
fulfill the following benefits that are important to their customers.

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Selection: A wide choice of different FRUITs with the flexibility to change crops
midseason.
Competitive Needs: Sugary soft drinks are low in nutritional value to recover this
there needs a healthy and long lasting energy drinks.
Customer service: The patron will be impressed with the level of attention that
they receive.
Competitive pricing: All products will be priced competitive to true substitutes.
Consumer Insight:
The consumer insights are listed from most important to least important for the target
audience
The need for a healthy alternative to soft drinks

Sugary soft drinks are low in nutritional value

Over indulgence of soft drinks leads to poor eating habits
Needs a variety of beverage choices
Needs a way to gain healthy long lasting energy
Have fast paced lives and do not have time to make healthy meals everyday
Passionate about their and their familys health and well being

Genuinely concerned about the overall health of their families

V6s high volumes of vitamins and antioxidants contribute to healthy family
members
Provides a solution to the worry of what to feed to themselves and their children
with little post purchase regret
Market Segmentation:
We have segmented our customer into three groups.
Individual consumers
Restaurants and
Hospitals
Target Market:
Children
Sick people
Active adult female
School, College, and Universities students
Old aged people

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Time poor people
Positioning:
APPORO JUICE helps to maintain good health, when time is short, which create a value
in consumers mind about this product and motivate rheumy to buy frequently. SAF
PAKISTAN will position itself as:

Flexible.
High-quality producer.
Professional.
Reliable

SWOT Analysis:
The following SWOT analysis captures key strengths and weaknesses within the
company and describes the threats facing SAF PAKISTAN PVT LTD for marketing
APPORO JUICE
Strengths:
Availability of seasonal FRUITs throughout the year.
Flexibility in meeting FRUIT needs.
Flexibility in meeting restaurant's needs.
High-quality product offerings that exceed competitors offerings of price, quality,
and service.
Higher than industry margins due to production efficiencies.
Weakness:
APPORO JUICElacks brand equity.
A limited marketing budget to develop brand awareness.
The decreased degree of flexibility when near full production.
Opportunities:
Growing market with a significant percentage of the target market still not aware
that FRUIT juice exists.
The ability to develop long-term commercial contracts which should lower costs
associated with production.
Children prefer juice than others meal.
Threats:
An out of state, already established competitor that has decided to make customer
service and flexibility their selling point.

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A health scare that questions the safety of APPORO JUICE
Poor weather which will affects the market of APPORO JUICE
Customers are very much habitual to take FRUITs as green.
Competition Analysis:
Though APPORO JUICE is a new product in the market but there are some similar
products also. Basically the beverages, fruit juices and FRUIT products are the major
competitors. The competitors are divided in two Competitors:
Beverages and fruit industries, like
Nestle Pakistan
Large promotions and market coverage
High availability in Market
Large range of Flavors
Price
Minimum price of juice is Rs.35
Promotion Product
Nestle Fruitavitals is a flagship brand of Nestle Pakistan
Quality
They promote their product through
Electronic Media
Print Media
Sales Promotion
Place
Nestle ha s a 45% product share in market
Shezan International
Qualities
High availability, Large range of flavors, Standardized and attractive packing
Available in various weights and packings
Price
Minimum price is Rs.20
Promotion
They promote their product through
Electronic media

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Print media
FM Radio
Sales Promtion
Place
Shezan has a 35% market share in Pakistan
MINUTE MAID INTERNATIONAL
Product
Rani is currently available in two product formats; Float and Non-Float and is sold in a
number of packaging formats like Cans, Bottles
Price
The average price is Rs.50 per Can
Promotion
They promote their product through
Electronic Media
Print Media
Sales Promtion
Place
Rani also possess good market share in the Pakistani Market
market share in Pakistan
Competitive Advantage:
Our competitive advantage is really a superior one;
1 100% PURE juice.
2 High contents of vitamin A & C.
3 Low levels of sodium.
4 Less fat & calories than other drinks.
5 Tasty & healthy.
6.3.3 Distribution Strategies:
In generally there are different types of marketing distribution system. Consumers are
able to buy the products from different market place. All these distribution strategies are
consists of producer, wholesaler, retailer, and finally to the consumer.
There are mainly four types of marketing distribution channel:
1. Conventional Marketing channel

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2. Vertical marketing channel
3. Horizontal Marketing channel
4. Hybrid Marketing channel
We select the conventional marketing channel to distribute our product. Our juice will be
distributed by the specified distributor which will be selected by the company. The
selected distributor will supply the juice product to the wholesaler and also to the retailer
and the consumer will collect the product from the retailers.
There are three types of distribution strategies:
1. Selective distribution
2. Intensive distribution
3. Exclusive distribution
We choose the intensive distribution for our product. We will supply our product all over
the country on the basis of our product demand so that the consumer can get the product
easily.
Company Organogram:

CEO

DIRECTOR

Chief

Chief

GM Product
&

GM HR
Operation

GM Sales &
Distribution

GM HR
Training

Chief

GM Finance
& Accounts

GM
Corporate

Chief IT

GM IT &
Planning
GM IT &
Operation

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Advertising and promotion:

A mixture of advertisements and networking will be used to increase visibility for
APPORO JUICE
In first we will be focused on introducing the product. The advertisement will be done on
different media e.g. television, newspaper and billboard to make people aware of the
product.
Promotional activity:
We make promotional activities for our product in different school, college, hospital, and
restaurant.
Advertising themes will be changed with time and promotional activity will be
carried out to generate the consumer.
In different occasion we will open special sales center where attractive point of
purchase display would be arranged to create positive image in consumers mind.
We will provide different incentive to our distributor.
Sometimes we will offer free sampling for the mass sale of product

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