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Refresh Juice
Refresh Juice
Refresh Juice
Refresh in juice
Introduction
People started too perished under the scorching heat of summer in our
country. They need an energy drink to refresh themselves. The Refresh in
is a fresh juice product. It provides energy and keeps fresh when people
feel weak or tired from doing work.
It contains vitamins and proteins which is a useful energy source. Vitamins
give freshness and proteins are the energy cells that recharge the human
body, so that they work their maximum.
The students, employees and workers become tired due to the workers
become tired due to the work burden and sunlight which make them feel
loose. They need an energy drink that makes them re-energize so they
may be able to perform better again and feel fresh.
Introduction
Companys vision statement:
Be the leader in the customer value
Companys mission statement:
To set world class standard in the juice industry through providing a
diverse range of high quality juice products that are prepared. In
accordance with the Islamic principles striving to satisfy consumers tasks
and needs and serving the society.
Introduction
Slogan:
Objectives
To increase the 25% market share
To increase the length of product line i.e. its five now, we should
increase it to 6 or 7 soon.
To increase profits
To face strong competitors i.e. like Shezan and Nestle
SWOT Analysis
Strengths:
Weaknesses:
New in juice industry
Small distribution network
Strong competitor
No market share
Limited experience of customers
SWOT Analysis
Opportunities:
Increase the distribution network
Acquiring the newer technology and techniques
Market is very big and attractive
Takeover of the distribution
Threats:
New entrance from the competitors
So many competitors
Retaining consumers
Economic instability
Increase of general sales tax
Development of plant
Our Competitors:
Marketing strategy:
The marketing strategy is based on positioning of the product in the
mind of consumers.
Providing high quality juice to the customers
We will distribute our product on mass level to that we can maximize the
profitability
Positioning strategies
We want to put an image of our product in the consumers mind as
compare to competitors product.
We want to target the high school, college and graduate students
and government sectors that have to work hard and need to
Refresh in them is an instant
Market Segmentation
Geographical segmentation:
The Refresh in geographic first target area is Rahim Yar Khan and then move
in other major cities of pakistan . Supplying product to all areas of Rahim Yar
Khan, and have further divided the city into five zones.
Zone A: Gulshan-e-usman
Zone B: Gulshan-e-iqbal
Zone C: Church road
Zone D: Shahi road
Zone E: Jinnah Park
Market Segmentation
Demographic segmentation:
Demographic segmentation is done on the basis of;
Age
Gender
Income occupation
Education
Lifestyles
Social classes
Family size
Market Targeting:
Evaluate market segments:
Segment size and growth
Segment structural attractiveness
Companys objectives and resources
Selecting segments
Undifferentiated
Niche (concentrated)
Marketing mix
Product strategy
Develop the long term relationship with the customers
Give values to the customers to delighting them
Do whatever it takes not to satisfy the customers but retain our customers
Product variety
Brand name
Quality
Design
Packaging
Features
Fresh original fruit juice
Provides proteins and minerals
Provides vitamins
Beneficial for kidneys
Excellent in taste
Give freshness
Tetra pack protection packing
Marketing mix
Pricing strategies
The cost of fruits
Electricity
Factory overhead
Miscellaneous
Retailer margin
Profit
Total price
Rs.3
Rs.2
Rs.3
Rs.2
Rs.2
Rs.3
Rs.15
Marketing mix
Promotion
Criteria promotion:
Awareness
Knowledge
Liking
Preference
Purchasing
Places
Distributors Review
Controls
Three main function are performed under this element of planning
that are
Measuring
Comparing
Correcting
Action programs
Step 1:
We will initiate 80,00,000 rupees trades sales promotion campaign to educate dealers and generate
excitement for the product lunch and provide sample crate to our selected product reviews, opinion
leaders and celebrities as part of our public relation strategy
Step 2:
We will start integrate print/display/television campaign. The campaign will show how many
features the Refresh have for user to reenergize them.
Step 3:
As the juice advertisement continues, we will add consumer sale promotion by including them to our
messages. We will also support or retailer to increase our sales.
Step 4:
We plan to roll out a new advertisement having new views of customers through survey who have
used our drink which will help to promote our juic