Executive Summary

Our new marketing focus, made explicit in this plan, renews our vision and strategic focus on adding value to our target market segments, in our local market.We are going to plan for producing a new product Just Coconut which is simply a green coconut drink.Our mission is to produce and launch pure coconut drink in Bangladeshi market. In this case our product is the drink Just Coconut. And for this we have targeted the customer of all ages. So we would provide the best quality and wonderful packaging in order to create grater customer value. Our main target would be to create a very good image in the market by providing quality product. We are planning to produce such a product using local raw material as fresh green coconut from costal areas in our country. To accomplish our job we would be very much conscious about social corporate responsibilities and our main target would be to provide greater customer value. And that is why we would be very much aware about customer feedback too. To make our plan success we have done situation analysis under which we have took decision about market size, macro and micro environment, critical issues and SWOT analysis. Again we have fixed marketing strategies for the production. We have also projected the financial part which contains forecasting of sales, forecasting of expenses and the break-even analysis. And finally we have done the implementation. Mission: Our corporate mission is to produce and launch pure coconut drink in Bangladeshi market. In this case our product is the drink Just Coconut. And for this we have targeted the customer of all ages. So we would provide the best quality and wonderful packaging in order to create grater customer value. Our main target would be to create a very good image in the market by providing quality product.

Marketing Objectives:
To cover the entire juice market in Bangladesh To be in the position of leading the market To make it convenient to all target customer To set competitive price To measure customer satisfaction level and customer feedback To maintain a strong delivery network To be in a position of brand

Table of content:
Market Definition and Segmentation Background of data on sales Cost market competitors Critical issue of the company Relevant trend of the market Macro environment Market size Critical issue of the company: Relevant trend of the market: SWOT Marketing Objectives Marketing Strategy Corporate Mission: Marketing Objectives Product and competitive based positioning: Total Game Plan: Sales Forecast: Sales forecast table: Target market sales forecast: Direct cost of sales: Break even analysis IMPLIMENTATION AND CONTROL: Customer satisfaction: Product development:

Company profile:

Product Description: The product that we developed for Global Foods Ltd is just coconut. Its a coconut juice made from natural coconuts. It contains low preservatives and no added collar or any type of harmful chemical. It contains natural nutrition facts. All people can have this juice for their fresh and healthy life. Those people who are related to sports and other physical activities it will help them to stay refresh all the day. The other major fact of our product is that it is fully healthy product because it go through four phase of refining process. We also maintain quality control. The product containers are well design which is enough to attract the attention of our target segment. It is also protected from the harmful ray and germs. Our customer can get this quality product by 49 taka only. Background of data on sales:
Firstly we take the order competitors companys data. And then we will take decision where place is suitable for us. And environment is always favor of our product and where is availed raw material get us. So we build up our factory is khulna division Mogla zone. And we collect our raw material southern areas, the costal areas and Islands.

Cost market competitors:

Firstly we have seen our competitors price. Like Akij group ,Pran, Danish, Starshipand. Our first competitor is Akij groups frutika. It has already made his brand image so far. So we will consider the competitors price of frutika and also mojo.

Macro environment:
Our macro environment is mainly supported bank, suppliers, transport

Market Definition: We are going to launch our product in Bangladesh market. Which is highly competitive market as there is too many beverage products of different brands. Market size:
Market size is what types of percent we capture our juice market. Firstly we survey our market and product demand and then we will decided how much product we produce so our main target is 25% market capture.

Relevant trend of the market:

Already we produce quality coconut juice. Because this juice is fully made by the natural things. Already we decided how much capture our market. And we change our product quality wishes our customer. our actual potential buyer all of the people like kids, teenage, young, old man and many verities of the people. And I hope that our customers are taking this product easily. And we are going to launch our product at first in Dhaka city. And demand the customer after sale incise the whole country.

Segmentation:
We have divided our markets based on psychographic segmentation on social class. We found seven classes into social class such as lower lowers, upper lowers, working class, middle class, upper middle, lower uppers, upper uppers. We choose psychographic segmentation as we can measure the size and purchase power all this segments. We can excess in any profitable segment. Target Segment: We brought middle class, upper middle and lower uppers, and as our target segment. We know our customers tend to be of different social class people who would like and have afford to buy our product. We choose these three segments because these segments are profitable for our brand. We are capable to fulfill the need of these three segments. These segments peoples are able to pay the amount for our quality product.

Critical issue of the company:

1. Natural disaster 2. Political bindings 3. Communication barriers 4. Lossing customer 5. Arisingcompititors SWOT:

Strengths:
1. Firstly we produce the coconut juice of the Bangladesh market. 2. Monopolistic competition because we are only producer of the coconut juice of the Bangladesh. 3. Strong distributor channel. 4. Competitive price 5. Large amount of demand. 6. Purity of the juice.

Weakness:
1. Factory and throughout the distribution channel. 2. Collection raw material is difficult. 3. Commutatively high price of the product.

Opportunities:
1. Export opportunities. 2. If we can reach our target profit than we have a plan to import our main raw materials from other countries like Sri lanka as at that time may be we are going to be larger. 3. As our raw material is raw coconut in future we can plan for coconut oil and at that time if we could create a very good image in the market it will help us to market that product easily.

Threats:
1. Distributors channels barriers 2. Shortage of raw material. 3. Adertising cost high 4. Lae and potential barriers.

Marketing Strategy: Marketing strategy as well as successful marketing thus requires companies to have capabilities such as understanding customer value, creating customer value, developing customer value, capturing customer value and communicating value requires so many different marketing activities. To ensure that we have executed some marketing activities.
.

Product and competitive based positioning: As positioning is the act of designing the companys offering and image to occupy a distinctive place in the mind of the target market, we are planning to create a very good and positive image about our product in the market. This is what exactly, whenever anyone thinks about coconut drink or juice, they just think about us or only our product comes on their mind. In Bangladesh we are going to be the first who are providing such product and we are going to take the full advantage of that. As our target customers are of all ages we can take the advantage of that by providing best quality, best distribution, best styling and best customer value. Actually our main plan is to be the number one in juice market by making our product most reliable and convenient.

Positioning Map:
Here we are making a perceptual positioning map about the juice of Bangladesh. We used relevant feature, price & packaging design. Because these relevant feature are very important to choose or buy a juice. Thats why we select this relevant feature for making perceptual map.

Here our product just coconut carry the highest price that is TK 49 and it carries packaging design 80 to90 out of 100. Then comes shezan with a price level of 25Taka with a design point of 70. Then comes the Pran juice with the highest market share in low price market having a low design point. Then there is starship and mangoli with similar position with different market share. After that, there is resna with lowest market share.

We try to position our product in such a position as there is almost no competitor in the market in surrounding position so we can attract a huge market share who are willing to pay that much with certain packaging design.

Value proposition:
Our product which is a product of quality is providing a high scale performance. So to have this upscale product we are charging a little high. Our product symbolized the status and lifestyle of our customer.

Distribution Channel Strategy

As our product is a well design quality product which is targeting middle class, upper middle class and lower upper. So our product should be available where and when consumer wants them. So we will follow the intensive distribution. Which we will stock our product in as many outlet as possible. So that our customers can get them when they want.

Distribution Strategy:
As our product is a new developed product in Bangladesh, we will need a strategy to improve the demand of the product among the customer so that they may ask for the product. To do so we need to imply the pull strategy. Which mean need to spend on the advertise and sales promotion. But we also need to imply the push strategy to make our wholesaler, retailer & distributer more active. So we will simply need trade promotion and other activities to make the product more attractive for them.

So we will need both strategies to achieve our target. So, w will use a combination of both strategies.

Pricing Strategy:
Pricing strategy plays a very important role to develop a new product. Our company invents new products set high initial prices to skim revenues layer by layer from the market. So we will follow the market skimming pricing for our new product. For our new product we will set a price high to skim maximum revenues layer by layer from the segments willing to pay high price; our company makes fewer but more profitable sales. Market skimming makes sense only under certain conditions .We are confident about our products quality and brand image. These two things will support its higher price and enough customers will want the product at that price. Because our target customer have low price sensitivity.

Pricing Method:
From beginning we able to make sure about our product quality for the customers who are want to get quality product with a good service. Thats why we have lot of plan for getting customer satisfaction by providing their proper service and quality. In this case we will follow the Good value Pricing method. Our company will offer a accurate combination with quality and good service at a standard and fair price. Our product price will be fair to our target customer. Total Game Plan:
Our total plan is to maximize our profit by providing best quality product and greater customer value. Rather than our other plans are: Setting high productive automatic machineries Head office in Dhaka city Attractive advertisement through radio, television, billboard, magazines and newspapers Free test marketing to let customer know very well about our product. Event sponsorship as promotional activities

IMPLIMENTATION AND CONTROL:

Our target is to capture 1/3 of the market within the first year. And for that we have some planes to reach our goal. -launch our product in the summer season. -in the launching program our chief guest will be the famous cricketer MASHRAFI. -place the advertisements near schools and colleges -free tasting on school students and some renowned restaurants. -free gift for children with the introductory juice pack. We are totally a new company to launch an innovative product and there are many juice companies in our country that will make the competition tough. So we have to make our first appearance with lots of surprises. We want to enter the market in such a way that makes the people curious about our product. First of all the launching ceremony is going to be held in summer. Because in summer the purchase of beverage item is very high. If we launch our product in winter we might get dumped as this is an off season. Celebrity guests are very fruitful for the launching program. Cricketer Mashrafi is now in the top position and very popular among the youths. Having him in the launching program is going to be very affective. The exceptional billboard advertisements will be placed near the schools and colleges to attract young boys and girls. Not only this, some schools and renowned restaurants will have the chance to get free samples for free testing. Children can get free gifts like pencil/eraser/sharpener/water bottle with the introductory pack.

Customer satisfaction:
To keep the market place we must confirm our customers satisfaction. Customers might get interested to know if our coconut juice is really not artificial. We want to show them the procedure of transformation of a green coconut into a sealed juice pack. It is not possible to show everyone, so there will be a quiz contest which comes with the prize of 3day tour in our factory. People are very conscious now a day about what they are buying, if we can prove that our product is healthy instead of harmful there will be no obstacle to win their trust.

Product development:
Change is an inevitable option to cope with the market and we are well aware of that . Line stretching is important to grab the top position. It is not possible to survive in the market with one product. We must change our steps whenever our competitor makes a move. We already have some future planes that includes -pulpy coconut juice -worm coconut juice -coconut candy -coconut juice powder Adding the coconut pulp with the juice can give the consumer the experience of having the real green coconut.

Worm coconut is for the winter season. This oven proof bottle can be easily used to warm up the juice. Candy that can give you the real taste of coconut. Instant coconut juice powder is the dry form of coconut water.