Presentation on

Marketing Plan
Submitted to

MS. Farah Israt Tania

Lecturer, Department of Marketing.
Faculty of Business Studies
PREMIER UNIVERSITY CHITTAGONG
Submitted by

NAME STUDENTS ID.

BIJOY KRISHNA DATTA 1802720802943

JOYSHREE DHAR 1802720802944

JONY BARUA 1802720802945

SWAPNIL CHOWDHURY 1802720802950

 INTRODUCTION
A marketing plan is a business's operational document for outreach and advertising to
generate leads and reach its target market. A marketing plan pulls together all the
campaigns that will be undertaken over a period with additional information on how
they will be measured and monitored. The marketing plan interacts with other business
operations in several ways, including:
• Providing market research to support pricing decisions and new market entries.
• Tailoring the main messages to different demographics and geographic areas.
• Selecting the platforms for promoting the product or services - digital, radio, internet,
trade magazines and the mix of those platforms for each campaign.
• Setting up the success metrics and the results reporting timelines.
 ABOUT OUR PRODUCT

We want to market Green Coconut Water. We have prepared this feasibility plan on that
basis. We have assigned a name for the product as “Jaul”. Since the raw materials are
very much available in our country, we have decided to give the product an indigenous
image. Jaul is a kind of soft drink that provides the consumers with processed green
coconut water in bottles. For the marketing purpose of the product we have decided to
launch three product lines. The Jaul would be launched in the market at 250 ml. 500
ml. and 1 Litre bottle. Our target market includes health conscious people, sick
people, sportsperson & many other consumers, which we have segmented from the
Demographical, Geographical, Psycho graphical & Behavioral point of view.
 PRODUCT PORTRAYAL

‘Jaul’ is a product that 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 convenient sizes of 250 ml, 500 ml and 1 liter. The
green coconut water will be very much refreshing and provide great support to the
sick and health conscious people. Our target market is very large with different
segments. Our expected sales are very high. The development cost is tk.2.5 million
approx.
 MARKET RESEARCH AND ANALYSIS

Our company wants to develop and introduce a new Product. So, we have gathered
information through in-depth interviews. We made a survey of the market to have a
clear idea about our market, our customer demand, needs and wants. This information
helps us to know about the current market and prospects of our new product.
 MARKET DESCRIPTION

Bangladesh is a country of about 150 million people.. The total market size of the soft
drink industry is about 20 million and day by day it is increasing. We have a spread
nationwide market of different convenient product. People are nowadays very much
concerned about the market and product conditions. So we have a growing prospect of
customers` of “Jaul”. Among the population we worked out few segments of customers
who will prefer our product most.
 MARKET SEGMENTATION AND TARGETING
Market Segments
• We have observed and analyzed the market and based on the nature of the market
we segmented the market in the following sectors:
Geographic Segmentation:
• Sylhet
• Rajshahi
• Khulna & Barishal
• Chittagong
• Dhaka
Demographics:
• Individuals
• Family
• Sportsman
• Business buyer

Psycho graphics:
• Higher class
• Higher mid class
• Middle class
BEHAVIORAL
• Sick people
• Health conscious
• Sophisticated who take the new product from the market

Target market and projections

Analyzing all the segments, we decided our target market according to our product
category. The target customers of “Jaul” are sick people, health conscious people,
sportsmen and tourists. The company decided to charge Tk. 12 for 250 ml bottles, Tk.
18 for 500 ml bottles and Tk. 38 for 1 Litre bottles, if we consider price versus taste
received then we can see that taste received is more in value. Therefore charging the
mentioned prices are justified.
 MARKET PLAN

Pricing Strategies
We have decided to set a reasonable price for our product when we will develop it. We
considered many factors in setting the pricing policy. Six-step procedure were given
below:
• Setting the pricing objectives
• Determining Demand
• Estimating costs
• Types of cost and level of production
• Analyzing competitor’s costs, prices and offer
• Selecting a pricing method
 PROMOTIONAL STRATEGIES

To acquire a strong position in the market, we need to give special emphasis on

effective promotional activities. In order to get the maximum market share we will have
to use all three tools of marketing promotion. Specially, advertising through mass
media will support us a lot.
• Advertising
• Personal Selling
• Promotional Tools
 SWOT ANALYSIS
The product existence in the future is depending on its strengths, weakness,
opportunities and threats analysis:

Strengths:
1.Available input materials
2.Low production cost
3.Technological and marketing knowledge
4.Strong distribution channel
5.Easy manufacturing process
6.Reasonable price
Weaknesses:
1.It is easy to copy the idea by others
2.Taste differ from the natural green coconut water
3.Green coconut water cannot be preserved for longer period

Opportunities:
1.Monopoly market
2.Large market
3.High demand
4.Might have a chance to get subsidies by Govt. to export
Threats:
1.High competition in future by copying the idea
2.Entrance of new product
3.Alternatives are avoidable in some segment
4.Uncertainty of launching a new product.
 CONCLUSION

That’s all the steps we will follow to market our product. Again we will also had a plan
for market research after successfully launch. Then we will find what customer needs
and their desired flavors, so that we can improve further according to that result.
THANKS