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Cano Juice Final Work
Cano Juice Final Work
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RO DUC T ION
INT
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CANO JUICE
1. INTRODUCTION
The Shezan company was incorporated on May 30, 1964 as a Private Limited
Cano juice is launched by the shezan company. In this juice, the flavor of
available in the market is only available from road side. There is no such juice in
packing form. So the already available juice is not healthy and it contains many
bacteria as it is available openly on the road side. All the dust on the road is
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introducing the sugarcane juice in packing form. All the below data is related with
flavors like mango, apple. So It is not difficult for Shezan International Limited to
start this project. The demand for this product is high in the market as it is
providing a unique thing in the market which is never introduced in the market.
(2)
E W O T T H E
OV ER V I
N I Z AT IO N
ORGA
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2.2GROUP OF COMPANIES
• Orient Ltd.
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Mr. M Khalid
Executive Director
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stockholders.
process.
Dedication of quality is a way of life at our company, so much so that it goes far
produce and provide products and services of the highest quality. In its activities
the company will pursue goals aimed at the achievement of quality excellence
and succeed as a profitable business. These results will be derived from the
To play its role in the economic development of the country and to enhance
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2.5PRODUCTS OF SHEZAN
SQUASHES/CORDIAL SHERBETS
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FRESH FRUITS
PRODUCT FEATURES
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higher-level models by adding more features. Features are a competitive tool for
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Length
Width
Depth Total number of
Number of
Number of versions items in
different product
of each product product lines
lines
Of Shezan Of Shezan are
Of Shezan is11
60
products and items that a particular seller offers for sale. Production mix of
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(3)
ANAL YS IS
INDUSTRY
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One can sense an evolution that the industry has seen with development in the
tetra- pack market, there also has been a natural progression from drinks to
nectars to juices and while traditionally fruit drinks were aimed at children, the
new brands like ‘Twist, has focused on young adults and professionals.
Although fruit drinks focus strongly on out of home consumption, the juices and
more choice coming in, the tetra- pack market is likely to witness further
segmentation.
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Packaged fruit juices are getting recognized as social drinks now, with dominant
consumption being observed in the company of family and friends. People have
spread more or less evenly between the mid mornings, afternoons and evenings.
And generation now is as much inclined to sipping fruit juices as colas, with
SITUATION
ANALYSIS
SWOT PROFILE
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STRENGTHS WEAKNESSES
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organized;
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The major competitors of Shezan include Pepsi Co, Coca Cola, and fresh
products being offered by the company Shezan are a bit differentiated from these
in a way that these are fruit based soft drinks. But these companies will be
categories. Consumers have affiliation with some brands but it is the psyche of
consumers that they change their preference when find better quality, taste etc
on comparatively low price. So, Shezan have clear chances to attract the
We get information through survey that there are some substitute products
which compete with Juices and soft drinks like Mineral water, tea, coffee and
environment like hot and cold weather, are the factors that change the buying
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decision of consumer. But normally people prefer soft drinks and juices for
refreshment.
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STRENGTHS WEAKNESSES
• Innovative flavour hence we are bound to get • We are entering the market with only one
the attention with proper communication. flavour and our next flavour will be out only
• Committed, capable and ambitious after six months of the first launch.
• We can gain incentives as we will be a SSI and competitors demand that our resources are
OPPORTUNITIES THREATS
• The market is in a growing stage and fairly • Our competitors are deep pocketed and
small in terms of market share as compared to they could harm us by getting aggressive in
this stage our entry is expected to be noticed. The competitors have strong brand images in
• The market has a presence of only few players the market because of their other businesses
and they are not too aggressive in their acts. and their presence in the market from an early
ii. Economical
High Oil Prices No Corporate or Personal Income Taxes High Inflation Strategic
introduction of the European Union and single currency the whole European
iii. Sociological
Cosmopolitan life style. Due to recent developments people around the world
have changed from using natural food products to the use of genetic modified
food products or to special types of foods with special attributes like carbohydrate
suppressants.
iv. Technological
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(4)
R E S E AR CH
AR KE T I NG
M
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CONSUMER SURVEY
University Of Education (Okara Campus)
Dear Respondents, we are the students of BBA (Hons) Marketing and I am having a
project on marketing. This information will solely be used for academic purposes.
Your cooperation will be highly appreciated. Thanks
NAME___________________________ AGE________________
OCCUPATION____________________ GENDER____________
10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
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F) Taste G) Hygiene
7. What is your satisfaction level about the juices already in the market?
├──────────────├─────────├───────────┤
Strongly Satisfied Satisfied Normal Not Satisfied
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8. How do you Rate the following attributes of available brands of juices? Tick
columns
A) Yes B) No C) Sometimes
11. Do you want that the sugarcane juice should be available to you in packing?
13. Do you want healthy and nutritious sugarcane juice in all the seasons?
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14. In your opinion, what should be the brand name of the sugarcane juice?
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% a g e d a ily u s a g e o f ju ic e
50 42
40
30 23
S eries 1
20 12 14
10 5 3
1 0 1 0
0
10% 20 % 3 0% 40% 5 0% 60 % 70% 80% 9 0% 100%
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COMPILATION:
After compiling the data from the questioners, it is concluded
that mostly persons have 70% usage of juices in their daily life.
Your Prefrence
100
80
60 40
40 13 20 13 Series1
7 7 0
20
0
ice
ne
e
g
l i ty
lity
t
en
st
in
gi
pr
Ta
ua
bi
ck
sm
Hy
la
Q
pa
rti
ai
av
ve
Ad
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Interpretation:
After compiling the data from the second question of the
questioner, it is concluded that mostly persons i.e 40% can prefer quality while
purchasing. Means quality is the first preference.
.
Which form Buying Preference
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Buying Prefrence
100
80
52
60
Series1
40 22 15 11
20
0
Fresh Tin Pack Tetra Bottle
Pack
Interpretation:
After collecting the data from the questioner, it is concluded that
mostly person’s i.e 52% can prefer fresh juice instead of tin pack, tetra pack or
bottle juices.
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Drinking Options
100
80
60 51
45
Series1
40
20 4
0
Daily Twice A Day Specify
Interpretation:
After collecting the data from the questioner, it is concluded that
mostly persons i.e 51% drink juice
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R eason To Drink
100
80 48
60 29 Series1
40 23
20 0
0
t
gy
er
irs
nt
er
th
me
Th
En
yo
joy
An
En
Interpretation:
After collecting the data from the questioner, it is concluded that
48% persons drink juices for energy purpose. While 29% drink for enjoyment
purposes and 23% drink for thirst quenchment.
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Satisfaction Level
S a tis fa c tio n L e v e l
100
80 61 S eries 1
60 37
40
20 1 1
0
d
d
ed
fie
ed
fie
sfi
tis
sfi
tis
a ti
Sa
a ti
Sa
ss
ss
S-
Di
Di
S-
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Interpretation:
After collecting the data from the questioner, it is concluded that
61% persons are normally satisfied with the juices already in the market. On the
other hand, 37% persons are strongly satisfied with the juices already in the
market.
Flavors
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Flavours
100
80
60
28 23 28 S eries1
40 18
20 3
0
ple
r
go
ple
uit
he
an
Ap
Fr
Ot
ap
M
ix
ne
M
Pi
Interpretation:
After collecting the data from the questioner, it is concluded that
28% persons like mango flavour and mix fruit. While 23% like pineapple and 10%
like apple flavour juices
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No 28 28% 28%
Sometimes 23 23% 23%
Total 100 100% 100%
100
80 69
60
Series1
40 28 23
20
0
Yes No Sometimes
Interpretation:
After collecting the data from the questioner, it is concluded that
69% persons like sugarcane juice. While 28% Doesn’t like sugarcane juice. On
the other hand, 23% drink it sometimes.
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100
80 68
60
Series1
40 21
20 11
0
Offcourse No Maybe
Interpretation:
After collecting the data from the questioner, it is concluded that
68% persons prefer the availability of sugarcane juice in packing form. While
23% say it may be and only 11% don’t want it in packing.
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100
80
60 44 39 Series1
40
5 12
20
0
Summer Winter Spring All
Season
Interpretation:
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40
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100
80 61
60
31 Series1
40
20 8
0
Off course Not at all May Be
Interpretation:
After collecting the data from the questioner, it is concluded that
61% persons say that off course there should be the availability of sugarcane
juice in all the seasons. While 31% say that may be it is available and only 8%
say that they don’t want its availability in all the seasons.
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100
80
60 42
31 Series1
40 27
20
0
Bottle Tin Pack Tetra Pack
Interpretation:
After collecting the data from the questioner, it is concluded that
42% persons want its availability in Tin Pack and 31% want its availability in
Tetra Pack packing. On the other hand 27% prefer its packing in bottle form.
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100
80
60 45 46
Series1
40
20 9
0
0
Poor Normal Good Excellent
Interpretation:
After collecting the data from the questioner, it is concluded that
46% persons say that this is an excellent idea. While 45% say that this is a good
idea.
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(5)
T R AT AGI ES
MAR KETING S
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years. Sugar cane plants spread along human migration routes to Asia and the
Indian subcontinent. Here it cross-bred with some wild sugar cane relatives to
Sugar cane has a very long history of cultivation in the Indian sub-continent. The
earliest reference to it is in the Atharva Veda (c. 1500-800 BC) where it is called
ikshu and mentioned as an offering in sacrificial rites. The Atharva Veda uses it
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Sugar cane was originally grown for the sole purpose of chewing, in southeastern
Asia and the Pacific. The rind was removed and the internal tissues sucked or
chewed. Production of sugar by boiling the cane juice was first discovered in
The word 'sugar' is thought to derive from the ancient Sanskrit sharkara. By the
6th century BC sharkara was frequently referred to in Sanskrit texts which even
listed 12 varieties; the best types were supposed to be the vamshika with thin
reeds and the paundraka of Bengal. It was also being called guda, a term which
is still used in India to denote jaggery. A Persian account from the 6th century BC
gives the first account of solid sugar and describes it as coming from the Indus
Valley. This early sugar would have resembled what is known as 'raw' sugar:
Benefits
Sugarcane juice has a low glycemic index, a known secret to long term health.
Diabetics can drink it as it has no simple sugars in it. Sugarcane plant holds
cancer inhibiting extracts. It has positive activity against prostate and breast
cancer cell lines. It is an alkaline drink. This is good as cancers cannot form in an
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alkaline body.
Sugarcane rehydrates the body after exposed periods to heat or physical activity.
It also improves stamina and virility. It is a great preventative and healing aid for
sore throats, colds and flu’s. It can be given to children as a healthier alternative
1. Idea Generation
The first thing that is considered while developing a product is the idea
generation. The idea about the Cano juice is generated according to the demand.
As the available sugarcane juice in the market is not nutritious, So this thing
creates an idea into my mind that there should be availability of sugarcane juice
2. Idea Screening:
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After generating the idea, the next phase in the product development is the idea
screening. In the idea screening stage, all the idea that is generated is screened.
For this I have conducted a survey. In this survey, the data is collected from
general public. After compiling the data, there is a need for such type of
sugarcane juice that is easily available every where and the price should be
3. Project Planning:
After the screening of the idea, the next phase is the project planning. In the
project planning, the overall project is planned. All the related aspects that were
necessary for product development are taken into notice. All the things like labor,
4. Product Development:
Then the next step is the product development. In the product development, we
can see many aspects like firstly we should see the ingredients of the product
This product is actually a mix of water 78%, sugarcane juice 15%, cane sugar 7%..
With a strong, accurate flavor, this could actually turn out to be a pretty tasty
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This product comes attractively packaged in a 1.5 Liter PET Bottle with a
recommended dilution rate of One (1) part concentrate to Seven (7) parts
water. This variant offers value for money and convenience for those with
large families or entertains frequently.
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the Concentrate has a shelf life of one (1) year from date of production. Upon
opening, the product should be kept refrigerated. Cano juices are best served
chilled.
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5. Test Market:
Then in the next stage, the product that is developed id launched into the
market. This is done to test the market. Firstly, the products samples are
provided to the shopkeepers and then feedback is received from them about
the product. The results gathered from testing the markets are very helpful in
6. Commercialization:
Then in the last stage, the product is commercialized into the market. The
faults were corrected that were noticed while testing the markets. Then
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Calories 200
Calories from Fat 0
Vitamin A 0%
Vitamin C 0%
Calcium 4%
Iron 0%
* Percent Daily Values are based on a 2,000 calorie diet. Your daily values
may be higher or lower depending on your calorie needs.
Calories: 2,000 2,500
Total Fat Less than 65g 80g
Sat Fat Less than 20g 25g
Cholesterol Less than 300mg 300mg
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A) SEGMENTATION
Geographic
Country= Pakistan
Density= Urban
Demographic
Age= 15-50+
Gender = Female
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Race = Asian
Nationality = Pakistani
Psychographic
Behavioral
B) Market Targeting
of any status consume soft drinks and juices. For this company every
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company divides the target market into the following market segments:
capture brand awareness and loyalty. Fruit based soft drinks will satisfy
their needs.
customers who are established in their job market and who are starting
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C)Market Positioning
taste along with healthy ingredients to uphold their health consciousness. The
new range of soft drinks that Company offers brings a great taste and also
healthier than other soft drinks because it is sugarcane based soft drinks. The
name Cano Juice also helps to give the product positioning because the
consumers can immediately relate the name to the benefits of the product.
Each product is available in different packing, which tells consumers that the
consumers and their unique tastes compel the drinker to take more. This
Sugarcane juice is completely new in existing juice market and easily attracts
consumers.
taken away by competitors any time. Today, business is nothing less than war
on-going battle and victory can be snatched away with the blink of an eye.
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2. Growth,
3. Maturity
4. Decline.
Now, if the life cycle is same for all, how is it possible for some companies
to have a competitive edge over the others? The basic difference here is, in
the case of general companies, they don’t push their products in the market,
by introducing them when the earlier one has reached its maturity stage. They
introduce the new ones when they are in the decline stage or almost out of
the market. Thus they give their competitors the chance to attack their
products.
But in the case of successful companies, they tend to work on the new
modified versions at the time the basic version is introduced in the market.
And come up with them when their earlier ones are reaching or touching the
maturity stage (according to the market demand). Thus they give no chance
at all to their competitors to attack them. This is the basic difference between
innovation and the fearless nature of attacking themselves which gives them a
huge
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consistent performer.
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As the product is a new entrant in the market which is full of big competitors
like Pepsi, Coke, Nestle and itself Shezan Bottles etc the basic pricing
market penetrating prices for the first six month and sell the 250 ml bottle for
Rs. 12 each and 1.5 liter size of juices for Rs. 50. After initial period of six
same product categories. For this the company plans to indulge in some of
following activities:
campuses
indulging
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frequency of customers.
disastrous. Most of the time the outside vendor don’t have a serious attitude
towards the product is so overwhelmed with some other product that the new
product suffers. So for this reason, company intends to establish its own
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(7)
P L ANNIN G
FINANCIAL
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If you can accurately forecast your costs and sales, conducting a breakeven
analysis is a matter of simple math. A company has broken even when its
total sales or revenues equal its total expenses. At the breakeven point, no
profit has been made, nor have any losses been incurred. This calculation is
critical for any business owner, because the breakeven point is the lower limit
• Fixed costs: These are costs that are the same regardless of how
many items you sell. All start-up costs, such as rent, insurance and
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computers, are considered fixed costs since you have to make these
• Variable costs: These are recurring costs that you absorb with each
unit you sell. For example, if you were operating a greeting card store
where you had to buy greeting cards from a stationary company for $1
each, then that dollar represents a variable cost. As your business and
sales grow, you can begin appropriating labor and other items as
Variable Costs)
For this first of all we see that what is our fixed cost
Variable Cost= 3
BEP=50000/12-3
BEP=50000/9
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BEP=5555 units.
then it Is in a position of no profit no loss. The units above these are the profit
cause harm to people, so that you can weigh up whether you have taken
control measures.
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• the risk is the chance, high or low, that somebody could be harmed by
these and other hazards, together with an indication of how serious the
(7)
E NDAT I ONS
RECOMM
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Growing market for healthier fruit based soft drinks and juices:
The market for health conscious drinks is not new, yet has limited
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Younger generation drinks less coffee & tea and like more soft
juices manufactures
dinners of education
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delivery vans.
venture.
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8. CONCLUSION
After the overall study of the project, it is concluded that the product that is
monopoly in the market and the environment of the market is also very helpful
As we see that there are many juices of different brands with different
qualities. But Shezan is producing the juices with a high quality and low price.
well and it gains its position as in market, Shezan also has its name.
aspect, our proposed juice is very beneficial for health. This is because it is
packed into a tetra pack packing which keeps the quality of the juice same
under Shezan Company. It is very helpful for those persons as it is safe for
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9. REFERENCES
• www.shezan.com/
• https://www.wegmans.com/webapp/wcs/stores/servlet/ProductDisplay?
langId=&storeId=10052&productId=354482&catalogId=10002&krypto=
QJrbAudPd0vzXUGByeatog%3D%3D&ddkey=http:ProductDisplay
• http://www.theasiancookshop.co.uk/sugarcane-drink-by-tas-310ml-
1837-p.asp
• http://www.whfoods.com/genpage.php?tname=foodspice&dbid=120
• www.shahnawazltd.com/companies/sil.html
• www.wikipedia.org/wiki/Shezan_International
• www.whois.domaintools.com/shezan.com
• www.scribd.com/doc/13826421/Shezan
• www.scribd.com/doc/13826423/Shezan-Twist
• www.scribd.com/doc/14972853/Fruit-Juice-Project
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