MARKETING PLAN

on

Milky
Coconut
 Term Paper
On
Marketing Plan of “Milky
Coconut”
Marketing Management
Course code: EMBA-502

Submitted To:
Md. Rakibul Hasan
Associate
Professor
Department of Marketing
Jahangirnagar University

Submitted & Prepared By: Group

SL NO. Name ID

1 Meherun Nesa 20212060

2 S.M. Ashiqur Rahman 20212016

3 Md. Rony 20212134

4 Swarna saha 20212035

5 Shafkat Md. Fahim 20212133

6 Redwan Hossain 20212037

7 Md.Mustafizur 20212038

Date of submission: 20th January, 2021

Faculty of Business Studies
Jahangirnagar University
 Acknowledgement

First of all, we would like to thank the Almighty Allah, with his blessings; we have
completed the report successfully. It was a big challenge in completing this report as a part of
EMBA program.
We would like to thank from the core of our heart to our respectable teacher Md. Rakibul
Hassan, Associate Professor, Department of Marketing Jahangirnagar University, because of
his continuous support, inspiration and appreciation to prepare the report. Preparing this
report was a valuable experience for us.

This report is a combined effort of all the group members. Without combining support, we
could not have completed it.
 Letter of Transmittal

20th January, 2022

Md. Rakibul Hassan

Associate Professor

Department of Marketing,
Jahangirnagar University

Sub: Submission of EMBA 502 term paper for completion of course.

Sir,
It is an honor and immense pleasure for us to submit our term paper on Marketing
Management. This report was assigned to us as compulsory requirement of the course
Marketing Management.
During the process of preparing this report we had the chance of experiencing and
rediscovering our potential. This assignment gave us an opportunity to apply our theoretical
knowledge, ideas and communication skills, which will hopefully help us in our future
professional career.
Thank you for giving us this opportunity and we look forward to receiving your cordial
approval of our submission.

Sincerely yours,
Name: ID:
Meherun Nesa 20212060
S.M. Ashiqur Rahman 20212016
Md. Rony 20212134
Swarna saha 20212035
Shafkat Md. Fahim 20212133
Redwan Hossain 20212037
Md.Mustafizur 20212038
 Executive Summary

This report focuses on the marketing plans of launching a new line of energy milk drink
“Milky Coconut”. This report also contains detailed analysis of how sales will commence in
the market and how it will become the popular beverage around the world. This report also
consists of analysis how the company “NESA FOOD & BEVERAGES Ltd” has established
a unique identity with a proper meaning among consumers mind and gained targeted response
while building strong relationship with consumers.

The subject matter of this report includes various sales management activities to be done by
the Salesforce and sales managers of the company.

We have formulated very specific strategies to successfully launch our product in the market
and gain maximum acceptance rate.

The details, features and benefits of our products are further explained in this report.

The objective of this report is to establish a concrete sales planning to be executed during the
launch of this product and also analyses it market feasibility.
 Table of Contents

Contents Page
No.

Executive Summary
Introduction 1
A. Organizational Background 2
1. Company Overview 2
2. Industrial Analysis and Overview 3
4
3. Segmentation, Targeting, Positioning & Differentiation
B. The Product 5
1. The Product Proposition 5
2. Features 5
3. Benefits
6
4. The Brand Identity & Marketing Mix 6
C. Marketing & Sales Planning & Forecasting 8
1. Yearly Consumer Demand for beverages and Energy Drinks 8
2. Seasonal Demands 8
3. Targeted Segment- Demand Criteria’s 9
4. Sales Channels 9
D. USP and Competitive Advantage 10
1. Unique Selling Proposition 10
2. Competitive Advantage 10
3. Segmentation, Targeting, Positioning and Differentiation 10
E. Marketing Strategy & Mix 11
SWOT Analysis 12
F. Profit and Loss Forecasting 14
Conclusion 15
Bibliography 16
 Introduction
Origin of the report

As postgraduate program of EMBA students we have to complete various courses including

major courses. We are required to study different types of marketing courses. MKT 502-
Marketing Management is one of them. This report has been prepared as a part of partial
requirement of the course “Marketing Management” of EMBA Program at Jahangirnagar
University. Our course instructor Md. Rakibul Hasan, Assistant professor of Marketing
Department has assigned this report as a part of the course. He has authorized the task of
writing this report on a group basis.

Background of the study

It is a great experience for every student to get practical experiences of the theoretical
knowledge that we have gathered throughout our studies. For gaining effective knowledge on
a specific subject a practical and real-life experience should be done. We have done our
assignment under the course of Marketing Management of launching an organic and natural
energy drink called “MILKY COCONUT”.

Objective of the study

Broad Objective

To define a strategic plan for launching a new form of energy drink in Bangladesh.

Specific Objective

To develop a unique product.

To analyze the factors related with sales.
To broadly understand the new product elements.
To specifically introduce a new product in the market.
To analyze the competitors.
To have a deep understanding of marketing.

Scope The study is focused on the development of a new product in Bangladesh. This study
will explain how we can manage and plan the sales of a new product in the beverages
industry.

Page 1 of 25
A. Organizational Background

1. Company Overview:

• Origin and Inception

Our company “NESA FOOD & BEVERAGES Ltd” is a completely new company in
Bangladesh which is formed in 2021. In its infancy and we are premiering through
introducing a new kind of energy drink which is pure, natural and healthy called Milky
Coconut.
There is saturated competition in the beverage market. Our company NESA FOOD &
Beverages’ production zone is located at Gazipur and already started production from the
beginning of September. It has established the factories with high standards and modern
technology and we want to produce in future wide range of varieties like carbonated soft
drinks, juices, dairy products, snacks, chips, drinking water etc.
As the environmental condition of our country is very favorable for soft drinks industry it is
one of the most prominent industries in Bangladesh. Both of the soft drinks and energy drinks
have much appeal among the young generation. So, our company” NESA FOOD &
BEVERAGE” is going to be popular in future because the drink MILKY COCONUT, is
healthy and preservative free energy drink. It is going to be popular among young generation
because of its feature which help our company to compete in global market.

• Vision

To serve the people a wide range of healthy and natural food products by becoming the most
preferred brand locally and internationally. To provide a source of health and nutrition and
affordable prices by reaching the masses at maximum range.

• Mission

To establish a brand of natural, pure and healthy beverages to all kinds of people and become a
source of nourishment with various flavors throughout the seasons.

Page 2 of 25
 • Company Logo, Motto and Meanings

The word “NESA FOOD ” has been chosen as it expresses its natural quality, good
health and joy. It provides vegan options to people to be healthy. It fits well with our
products as it conveys refreshing element. The tagline expresses our wide variety of
flavors soon to be available throughout the year.

2. Industrial Analysis and

Overview:

• Beverage Industry In Bangladesh

As the environmental condition of our country is very favorable for soft drinks industry it is
one of the most prominent industries in Bangladesh. Both of the soft drinks and energy drinks
have much appeal among the young generation. So our company “NESA FOOD &
BEVERAGES” is going to be popular in future because our product MILKY COCONUT is
healthy and artificial additives-free energy milk drink. It is going to be popular among young
generation because it’s simply healthy.
The beverage industry consists of different segments with the first differentiation being
locally consumed beverages versus packaged and imported beverages. Locally produced and
consumed beverages include fruit juices, bottled water, fountain drinks and carbonated
beverages.
Being a hot temperature climate, there is a high demand for refreshing soft drinks and energy drinks
throughout the year. The market is being introduced with new varieties continuously.

3. Segmentation, Targeting, Positioning and Differentiation:

Our segment includes beverage drink consumers and targeted specifically for 20 to 40 years
old who reside in Dhaka and Chittagong. Our positioning is to serve health conscious people
with a natural source of refreshing energy. We are differentiated by the fact that our product
is all natural and artificial ingredients free and is a mix of juice and energy drink.

Page 3 of 25
 • Target Market Analysis

Choosing the perfect demography is as important as selling. Through this process we are
going to figure out the people who has not only a need for our product but also who are the
most likely to buy / consume it.
• Age-Group

CHART TITLE

41- 5 61-70 years

501-60
yearsyears
31-40 years
1-10 years

21-30 years

11-20 years

For Milky Coconut, we will be targeting all majority of the age groups, from 10-60+.
However, our main focus will be the kids generation, so we will be focusing mainly the age
groups of 1- 10 and 11-20. There is a common perception that energy drinks and juices have
chemicals in them so they might be harmful for people over the age of 40. But since Milky
Coconut is completely organic and has no artificial element, it will have no side effects on
anyone. So people of all age can enjoy it.

Page 4 of 25
 B. The Product

1. The Product Proposition

Product Background:
Milky Coconut is a product that will serve different segment of customer. The product is green
coconut water, which is unique in the current market. The green coconut water will be processed and
sold in glass bottle of suitable sizes of 250 ml. The green coconut water will be extremely refreshing
and beneficial to those who are ill or concerned about their health. It may not be carbonated and it
will contain natural ingredients. Also, it will contain pure natural green coconut water, mineral salts,
vitamins C. It will be available in every superstore, including Shwapno, Mina Bazar, Agora, Almas,
and online stores such as Chaldal, Rokomari, and Ajkerdeal. It can be found in every retail business
in Bangladesh, in every neighborhood. It's also a sports drink that enhance to improve athletic
performance.

• Product Origin:
This is a drink is a new product in the market which is created by “NESA FOOD &
BEVERAGES Ltd” Ltd and Milky Coconut drink will first launch in the market in the
upcoming year 2023.

• Product Vision:
We aim to be the first choice in Energy Drinks across the country, as well as symbolize worldwide
leadership through innovation, success, and expansion, all guided by an unrelenting dedication to
create high-quality, distinctive beverages that are focused on customer demands. Milky Coconut will
continue to perform research into products that will provide optimal nutrition while satisfying our
consumers' taste and flavor preferences by dispensing superior-quality, healthful, and appealing
beverages for the entire family.
• Product Mission:
Our goal is to create good products that will provide people with better nutrition in their daily lives.
With the daily routine of the difficult and developed world, our idea is to provide a source of good
nutrition.

2. Product Features:

 Fresh-Imported Green Coconut Juice: We will buy the best green coconut from local
market and produce the freshest drink.
 100% Organic, Natural and Preservative free: It will be produced without any artificial
flavors and contains 100% natural ingredients.
 Source Of Vitamin C: An essential nutrient involved in the repair of tissue, the formation of
collagen, and the enzymatic production of certain neurotransmitters.
 Sugar-Free and Low -Cal: Our drink contains no artificial sugar and no additional natural
sugar. Thus it contains very low calories and is suitable for diabetic people.

Page 5 of 25
3. Benefits:

 Preventing dehydration: It will decrease dehydration and give us a natural vibe. Also it will
prevent many diseases.
 Delicious source of hydration: Natural coconut water is slightly sweet with a subtle, nutty
flavor. It’s also fairly low in calories and carbs.
 May support heart health: Drinking coconut water may help reduce heart disease risk.
 Good for Diabetes Patients: Research has shown that coconut water can lower blood sugar
levels and improve other health markers in animals with diabetes.
 More Energy: The most benefit, of course, is the obvious one. Milky Coconut produce
improved alertness, wakefulness, and productivity.
 Refreshing: Because most energy drinks are served cold and carbonated, they have a
refreshing effect on the consumer. For many, this makes them more appealing.
 Convenient: Available in convenient packaging and sold at convenient locations. High shelf
life.
 Faster recovery after exercise: Milky Coconut offer a way for athletes to recover faster
from exercise because of carbs they contain. Many athletes prefer a cold and light beverage
after a workout opposed to a hot or milky one.
 Nutrients: Coconut water contains several nutrients beyond potassium, including calcium
and magnesium.

4 .The Brand Identity & Marketing Mix:

a. Logo: Both logos are going to be used interchangeably on both can and PET bottle formats.
The logo expresses the green coconut origin in the local market.
b. Tag: “Refreshment in every sip” defines the core benefits of our drink which provides natural
refreshment and energy to body.
c. Color and Images: The image contains a coconut tree, which is the main theme of our product.

Page 6 of 25
 5. Positioning and Positioning Statement
"Our new brand Milky Coconut is an all-natural pure energy-drink that instantly revitalizes
your body and mind for health-conscious, life-loving, and sporty people who desire nothing
but the best for their bodies." A. juice
It combines the best of both worlds by combining a natural juice. It is up to the customer to
enjoy it as they see fit. As a result, we can target juice consuming customers, broadening our
target market.
6. Price and Target Markets:
This drink is a pure 250ml bottled nutritional energy drink which contains costing 35tk per 250ml
bottle. Our target markets are those who are 10 -20 active people.

Page 7 of 25
 C. Marketing & Sales Planning & Forecasting

There are many companies of drinks and beverages in the market. Our various products in this market are Ring chips,
Potato chips, milk products, chocolate and confectionery, ice cream, mineral water, soft drinks, etc. In the beverage
market, we have a 15 percent share. Now we want to expand our market share through satisfying our customers with
their desired product Carrot Chips. Therefore, we are going to launch a drink named coconut milk

1. Yearly Consumer Demand for beverages and Energy Drinks

The eating habits of the Bangladeshi people have changed significantly over the past few years. There has
been a significant change in the consumption pattern of soft drinks in the country. Even though the soft
drinks market entered Bangladesh during the early 1990s, it has gained immense popularity among the
younger generation and urban population, within a short period of time. To meet the market's requirements,
the industry has been continuously changing and investing in product innovation. The sales of soft drinks
across the country are powered by a growing young population, increasing temperatures, and a high rate of
product innovation. This has increased the market potential for soft drinks, which is expected to register a
CAGR of 12.5% between 2017 and 2024. This, in turn, has increased the demand for caffeinated energy
drinks in the country, as the consumers perceive caffeinated beverages like soft drinks

2. Seasonal Demands

Coconut is healthy and nutritious food. For its nutritional value, people often take its water as a drink.

● Mostly in the summer people used to drink soft organic drinks to reduce heatstroke and to regain lost
energy. That is why the demand for cold drinks is comparatively high in the summer.
● across the year in the coastal area, the demand for soft organic drinks is average but when tourist
season starts, demand goes high that time.
● Increasing urbanization, a growing number of young people, rising temperatures, and product
innovation are the major factors that are driving the sales of energy drinks across the country.

Page 8 of 25
3. Target Market Segment

We have targeted the entire drinks and beverage market based on geographic segmentation,
demographic, psychographic, and behavioral factors. We segmented our market based on the
following categories:

Geographic

• At the beginning our entire market will introduce our product in six Metropolitan cities.

• Especially for the convenient transportation areas.

• Our target customer age range will be 4 years to 30 years.

• Social Class (Middle class, upper class, and middle-upper class).

• The Conscious people..

• Occasion (Birthday occasion)

• Those who seek good quality.

• The non-users and regular users of the drinks.

4. Sales Channel

A sales channel is how a business-to-business (B2B) sales organization goes to market, either through
direct or indirect routes, to sell its product or solutions to end customers.

Types of sales channel

Page 9 of 25
D. USP and Competitive Advantage
1. Unique Selling Proposition :
We’ll offer certain discounts to boost our sales. For example, we’ll provide 10% discount on our product’s
actual price. We’ll also offer price-pack offers. Customers will receive a discount if they purchase more
than 2 drinks. We also want to distribute tiny product samples. and all this sales promos will only be
available for a limited time.

2. Competitive Advantage :
The soft drink is very much competitive. Many soft drink companies have acquired a significant portion of
the market. But the unique features of NESA FOOD & Beverages will take it beyond the reach of the
competitor. because no one has yet thought about selling green coconut water in such a specialized way. To
evaluate our prospect of Milky Coconut in the current market, we have analyzed the market situation in a
various ways. We have also set a reasonable price for the drink so that all kinds of people can afford.

3. Market Segmentation, Targeting, Positioning and Differentiation :

• Market Segmentation :
Our Market Segmentation is Demographic based (Philip K. L.). We divided the market into groups based on
variables such as
I. Age
II. Income
III. Education
IV. Religion
V. Race and generation

We operate our business in one geographical area and we pay attention to geographical differences in needs
and wants. We are targeting young generation people as our primary target market because this type of
customer is very much interested to drink or eat. Bashundhara road is the place to meet and hang out after
school and university. Due to educational area it is common to eat and hangout with their friends.
• Market Targeting :
Our selected target market is Micromarketing. As a new we want to make product
based on individuals and locations. Our target is local market but our secondary market is concentrated
marketing. We will make our drink very effectively and efficiently. Our mission is attaining class
productivity and efficiency so we will concentrate preferences on individual customers.
• Market Positioning and Differentiation :
As we are new in the competitive market, we differentiated our product based on service, product and
people. Hangout this tagline will stay in every customers mind. Our drink will be healthy and fresh and that
is our product strategy positioning, our service will be very fast. Customer won’t need to wait for long for
food. We also position our product based on people. We already said that our main target is young
generation, especially students. They will know about our product and service.

Page 10 of 25
 E. Marketing Strategies & Mix
Our marketing strategies will include a mix of personal, partnering, marketing, consultative theories and
models.
Below we have formulated these strategies through the theories of sales management:

• Marketing Mix:
i. Product: Innovative product offering with high acceptance rate.

ii. Price: Competitive pricing at 35 BDT for 250 Ml cans.

iii. Place: Will be distributed among the fast moving channels to reach maximum
customers.

iv. Promotion: Our promotional strategies will be designed around the middle eastern
theme of sun, dessert, tropical weather, religious sentiments and of course date-
palms trees.

Following this mix:

1. Channels: Super shops such a Shwapno, Mina Bazar, Agora, Almas, and online stores such as
Chaldal, Rokomari, and Ajkerdeal s can push our product faster and reach maximum levels of
customers. Thus we have to pursue the product managers of these channels to keep on their shops.
Pursuing B2B channels such as restaurants and hotels to avail our fountains will further boost
sales.

2. Experiential: We can provide experiential marketing through various kiosk providing free
drinks around sports, competitions and other engaging events.

3. Personal: Our personal sales reps will engage targeted customers in specific regions and try
to convince them about our product directly.

4. Online: Utilizing online e-commerce portals such as chaldal.com, pickaboo.com,

daraz.com, ajkerdeal.com, rokomari.com and others will ensure maximum reach and provide
further convenience for customers.

5. Website and blogs: We will establish our brands’ website and post various date-palm related blogs
to evoke the need of consuming our brand and maximize the need creation.

6. Other Events and Product Activation:

Page 11 of 25
a. Schools: Sports competition and children’s programs

Page 12 of 25
 b. Competitions: University, office, institutional competitions such as gaming, sports etc. will
have activation boots.
c. Sports events: Football, cricket, badminton and other national and local sports event will
have activation kiosks.

d. Institutions for active and athletics

i. Gyms: Milky Coconut drink Instant-Kiosk corner at gyms will attract tired gymnasts.
ii. Hospitals: Milky Coconut drink in hospitals will attract patients and visitors.
iii. Yoga Centers: Milky Coconut drink will provide a quick refreshing energy to the
tired yoga practitioners.

SWOT Analysis

Strengths:
1. High quality and delicious taste.
2. Unique product characteristics.
3. Awareness (sugar free and low-calorie)
4. Unique design of packaging and variety of flavors.
5. Contains natural caffeine.
6. Fast delivery.

Weaknesses:
1. No used advertising.
2. Limited market place to reach.
3. Higher price than competitors.
4. Lack of capital.

Opportunities:
1. Get the top of market
2. Emerging market and expanding market.
3. New flavors.

Threats:
1. Competitors and price also.
2. Government rules & regulation for energy drink.
3. Created new consumer and keep loyal customers.

Page 13 of 25
 F. Sales Forecasting
7.1 The following Table and Graph show our expected sales for the coming five years:

Expected Sales (per year) 250 ml. Bottle

First Year 15,00,000

Second Year 16,50,000
Third Year 18,00,000
Fourth Year 19,50,000
Fifth Year 21,00,000

7.2 Profit and Loss Projection

Profit and loss projection for 250ml.

Item 1st Year 2nd Year 3rd Year 4th Year 5th Year
Total Sales 52500000 57750000 63000000 68250000 73500000
Total cost (53205000) (54500500) (58007000) (61070000) (62450000)
Total (705000) 3249500 4993000 7180000 11050000
Profit
Tax 40% -------- 1299800 1997200 2872000 4420000

Net Profit (705000) 1949700 2995800 4308000 6630000

Page 14 of 25
7.3
Profit and loss statement For the
period ended 31 December 2021
Income TK TK
Sales 73500000
Services 2500000
Other Income 1000000

Total Income 77000000

Expenses
Accounting 880000
Advertising 1830000
Small Assets 6200000
Bank Charges 360000
Cost of Goods Sold 61100000

Total Expenses 70370000

Projected Profit 6630000

Page 15 of 25
 Conclusion
Throughout our market research it is observable that Milky Coconut has all the potential to
become a popular, demanding and favorite bottled drink among the thirsty and
healthconscious soft drink consumers of Bangladesh. As Bangladesh is tropical country
hopefully our product will be sufficient to complete the needs of the customer. Having good
trade relations with the exporting countries further utilizes maximization of trade policies and
avails us to gain competitive market advantage.

Page 16 of 25
 Bibliography
References:
1. Marketing management, 12th Edition, By Philip Kotler. 2. “Selling Today, Partnering to

create value”, 12th Edition, by Manning, Ahearne and Reece.

Page 17 of 25
Group Individual contribution:

Name ID Contribution Category

Meherun Nesa 20212060 Research & Development

Swarna saha USP and Competitive
20212035 Advantage

S.M. Ashiqur Rahman Marketing Strategy,

20212016 Logo development,
Product development

Md. Rony
Marketing & Sales
Planning & Forecasting
20212134

Shafkat Md. Fahim USP and Competitive

20212133 Advantage

Group management,
Redwan Hossain Research, Marketing
20212037 Planning and Strategy
formulation, SWOT,

Md.Mustafizur
20212038 Profit & Loss statements