You are on page 1of 14

Objectives:

To developed market growth.


To increase potential customer.

Consideration of Competitors:

Comp. RC cola Pran cola Virgin 7up Mojo mixer


Brand cola
Brand 1st 5th 4th 2nd 3rd
position
Pricing TK. 450per ctn TK. 430 per TK. TK. 432per ctn Tk. 447 per
ctn 470per ctn
ctn

Unit cost 18.75 17.91 19.58 18 18.62


Price 4th 1st 5th 2nd 3rd
position

Packaging Master ctn Master ctn Master Master ctn Master ctn
=24pcs =24pcs ctn =24pcs =24pcs
=24pcs

Distributio Distributor, Distributor, Distributo Distributor, Distributor,


n Company and his r, and his Company and his
vehicle vehicle vehicle vehicle vehicle
support support

Advertisin 1. Electroni 1. Press 1. Electroni 1.Electron


g c media media c media ic media
2. Billboar 2. Electroni 2. Billboar 2.
d c media d Billboard
3. Poster 3. Poster
4.Press
media

Sales 1ctn= 4pcs 1ctn = 1ctn = 2pcs 1ctn = 6pcs

1
promotion free 5pcs free free free

Our position:
Our position is better condition, because our other brands are now
available in the market. So from our new product Mojo mixer cola
we want to earn 2cr taka from our sales.

Buyers & Target group:


Resellers group: Chain superstores, hotels and restaurants, fast
food shop, university canteen, bakery & confectionary.

Consumers group: All age group, especially young age group,


teen age group. Old age people are also in our consumer group.

Perceived value:

SI. No. Brand Attribute


1 Mojo mixer cola Natural flavor, very known
brand, export quality, attractive
package
2 RC cola Very known brand, pricing
advantage, price liberal
3 7up Known brand, liberal price,
good taste
4 Pran max cola Known brand, policy on credit,
local brand image for class
people, pricing advantage,
policy on credit
5 Virgin Pricing advantage, policy on
credit, more free offer

SI No. Brand % Awareness


1 Mojo mixer cola 60%
2 RC cola 75%
3 7up 65%
4 Pran max cola 29%
5 Virgin 45%

2
Target segment:

• New target group: This year our focus would be best for
attracting school, college and university going student. We
also focus on the old age group, because they like cola drinks.
Usually this is a large group in a sense that they buy the other
product in quantity. We feel that our communication styles
keep them away from our product.
• Usual group: As traditionally we will try to attract young and
teen age group existing and new.
• Rural segment: We will follow attractive ways and special
styles to focus our rural group.
• Against competitors: Directly we will take share of 7up and
RC cola and indirectly other cola users.
• Niche market: We will try to cover canteen and institutional
sales, different events, club ceremony in towns.
• New small group adoption: By changing SKU, package
design, color & introducing new flavor.

Our challenges:

Make habitant of young and teen age consumers towards our


products.
Reducing the competitor’s market share.
Introducing attractive product for rural consumers.
Maintain our existing users as dependably onto our products.

Proposed positioning:
Mojo mixer freshen up your life
Different flavor & real freshness
Mojo mixer, it makes you different

Product specification:

Different flavor & more energetic cola drink

3
How we take this challenges to achieve:

• For new target group we will do as so: We will offer


attractive package for high grade schools canteen, private
and public university canteen. Without that we will open
outlet in front of botanical and theme parks. We will also
developing products as global standard design to attracting
the people.
• For usual group: We will give advertisement on TV and
satellite channel to remind them. We will give CP program to
keep the attraction to our product.
• For rural segment: We will use radio spot to send the
message and there, we will try to highlight 200ml and other
flavor. We will also campaign in the rural area by organizing
various rural functions.
• Against the competitors: We will use attractive TP for QPS
and contract sale. We will ready with a contingent CP,
program if required.
• To covering the Niche market: We will give incentives to
our field force. We will give inspiration letter to the dealers.
• Implementing the plan: The challenges that we discussing
early is requiring time to implement. Here we divide the work
into three phases in aspect of season and priority based. The
action plan is given below:

Our action plan for Mojo mixer cola...

We divide marketing plan for three phases:

1st phase:
Oct 08- Jan 09

a. Here we will develop our sales team according to our first


priority based target.
b. We will upgrade the packet color and packaging in all
segments.
c. We will give some sample in schools, colleges and
universities.
d. We will give some billboard based on metro town and
covering highway to take a place in consumers mind.
e. We will give some TV ads on BTV & others satellite
channels.
f. We will focus to dealer motivation program with lifting and
sales.

4
g. In this we will grading the dealers on performance basis
and upgrade them by using motivational tools.

2nd phase:
Feb- may 09

a. We will make an attractive display program for dumping sales.


b. We will take some initiative on varieties tourism places.
c. If expenditure permits we will sponsor a TV serial for young
and teen age group.
d. Sampling activities will be continued to canteen, parks.

3rd phase:
June- sept 09

a. We will review the plan is action or not


b. We will reduce the ad on television
c. We will give some incentive to the SR.
d. We will give a merchandising plan for retail outlets.
e. TP program will be continued.

Pre-launching activities:

Production date: 10th November


Launching date: 28th November
Selling area: National
Distributor: Existing Akij food product distributor

Steps before launching:

We will take some pre- launching activities for testing the product
as well as customers satisfaction.
• Before launching the product test marketing is to be done in
the Dhaka city.
• In Dhaka city the following distributors will market the product
first
• Set up a distributors lifting plan

5
No. Distributors area
1 Abdul momen store Mirpur
2 Agora Dhanmondi
3 Nondon Uttora
4 Family world Mohammadpur
5 Mars trading Motijheel
6 Kalam store Mogbazer

The above distributor will market the product on 22 November.

Survey:
A survey is to be done in the above area on 25th November on the
following subject
1. Test performance report.
2. Customer behavior toward the product.
3. Pack observation in retailer psyche

Other activities:

Before launching TVC is required. (Best within 27th November)


Banners 400 pcs.
Laminated poster.

Sampling campaign:

Free sampling in Dhaka, sylhet, Chittagong.


5 schools, 5 colleges and 3 universities will be selected for
sampling in metro city.
Sampling among 1000 schools student, 800 colleges student and
500 university students in each school, college and university.
Sample required 10500 pcs.
10 people will involve for sampling work.

Campaign in fantasy kingdom:

1. Buy one pcs cola and get free two rides.


2. The approximate participant is 800 people.

6
Road campaign:

a. Band party
b. Music
c. 15 picks- up for Dhaka city, 8 pick – up for Chittagong and 8
pick – up for sylhet.

Billboard:

At first 6 billboards for Dhaka city and 2 billboard for Chittagong and
sylhet.

Campaign program on the launching day:

• Launching date: 28/ 11/ 2009


• Press conference
• News paper coverage
• School, college, university sampling
• Campaign in fantasy kingdom
• Road campaign

The following activities plan is divided into three parts


around the year:

1st phase:

Duration: oct- Jan 09


1. Launching campaign
2. TVC
3. Electronic media campaign
4. Display scheme
5. Implementing the distributors lifting plan

2nd phase:

Duration: Feb – may


1. Bill board
2. Trade program (optional)

7
3rd phase:

Duration: Jun – sept


1. BTV campaign
2. Satellite TV coverage
3. Laminated poster activate in all metro city
4. Trade program/ display scheme
5. CP program including 250ml bottle.

SWOT Analysis:
Strength:

• Known brand
• Experienced management
• Fully automated machine
• Trained and skilled employee
• Good network

Weakness:

• low in variety
• no fixed target set up yet to SR for cola
• lack of highlighting in general & super store ( for customer )
• outcome from this product does not permits huge investment

What steps we will take to reduce the weaknesses:

• we will introduce different flavor cola to increase variety


• we will use POS materials for super store and general stores
• we will promote more for more sale

8
Budget summery
SI. Items Description Cost per Quantit Total Monthly allocation
unit/spo y amount
t
Oct-08 Nov-08 Dec-08 Jan- Feb-08 Mar-08
08
New TVC making
1 TVC making (30 sec) Real cola 500,000 1 400,000 400,000 - - - - -
flavor and
reasonable
price
Sub total new TVC making 1 400,00 400,000 - - - - -
0
TVC Airing (35 sec)
1 Channel i Drama 6000 160 960000 - 250000 150000 2800 140000 140000
sponsor, news 00
2 ATN bangle title sponsor 10000 130 130000 - 400000 250000 1500 280000 220000
0 00
3 Channel 1 5000 120 600000 - 150000 100000 2000 90000 60000
00
Sub total of E- Media 390 286000 - 800000 500000 5300 510000 420000
0 00
Printing Media
Press Prothom alo 8” * 12” col. 240,000 3 720000 240000 - 240000 - 240000 -
1 Inch
2 The daily star 10”* 12” col. 240,000 4 720000 - 240000 - 2400 - 240000
Inch 00
3 The daily Ittefaq 6”* 10” 150,000 1 150000 - - 150000 - - -
4 Magazine shanonda 7” * 9” 15000 2 30000 150000 - - - 150000
5 Corporate brochure 7” * 9” 5500 15 82500 27500 11000 16500 5500 11000 11000
leaflet For prominent Size A4 2.3 60000 138000 50000 20000 10000 2000 22000 16000
outlets, clubs, 0
corporate offices,
hotels etc
Sub total Press Media 60026 184050 467500 271000 416500 2655 423000 266000
0 00
Sampling
1 Product cost Club, 45 2000 90000 15000 15000 15000 1500 15000 15000
restaurant and 0
super store
2 Communication cost Festoon 1120 20 22400 8960 - 5600 - 4480 3360
banner
Sub Total of sampling 2020 112400 24960 15000 20600 1500 19480 18360
0
Outdoor & events
1 Billboard Size 30’ *15, 1 45000 8 360000 180000 - 45000 4500 45000 45000
month 0

9
2 Town storming rally Dhaka, ctg, 8000 40 320000 160000 - - - 160000 -
with truck sylt
3 Truck Branding 30000 7 210000 120000 - - 6000 - 30000
0
Sub Total Billboard 55 890000 460000 0 45000 1050 105000 75000
00
Branding
1 Road divider/Check Branding in 8000 40 320000 - - 160000 - - 160000
post/ gate road
2 Sun protector in Bus Different route 1400 35 49000 21000 5600 5600 5600 5600 5600
Sub total of Branding 75 369000 21000 5600 165600 5600 5600 165600
Grand total 647190 1372860 109160 114770 9211 106308 944960
0 0 0 00 0

10
Mojo mixer cola: launching plan:

Product name Mojo mixer cola


Content 250ml, 500ml, 1000ml
Flavor Cola, lemon, orange
Market
information
Industry size 30 cr
Target group Middle class, upper class, young and teen
age group
Target group Travelers, corporate, social elite, household,
club authority, highway restaurant, and often
single user
Buyers Packaging, availability, known brand and
considerations profitability
Ultimate users Different taste, Quality, volume
perception
Industry
information
Competition Local and ½ foreign product existing in the
market
Consumers trends Consumers want different taste and variable
flavor in cola
Reason of the trend 1. value based food
2. changing lifestyle
3. availability
4. increase buying power
5. cultural developing
Market share
Our objective 1. meet our current demand of 250ml, 500ml
2 Capture RC and 7up’s market share
3. Create demand and pulling among target
group
4. Get a unique position in the market
5. Create reliable consumer and become
market leader
Goal 1. Capture 40% market share within 6 month
2. Become market leader within a year
3. pulling new consumer in this segment
Seasonality Peak summer ( from march to June)
Strategy 1. Competitive price policy has been taken
2.Pull rather than push
Product launching 28th November, 2008 ( launched softly in
date trade channels)

11
Media launch date 10th December, 2008 ( media reach)

Sales related:

Offers duration
Traders Bonus offer (12:4; Special for first 2
250ml FC) (12: 3; month
500ml FC) (12: 2;
Sales force 1liter FC)
Whole sales based For 1 month
Dealer control program
Incentive for highest Monthly basis 1st 2
D.O months

Market related:

Description purpose
Traders Leaflet for city and Product information
town outlets to consumer and
buyers
communication Sampling Product introduced to
sellers
TVC
Airing on TV Product information
to consumer and
buyers
Printing media To inform educated
Consumer and conscious
consumer
Road divider Reminder for city
branding occupant
Billboard It will remind the
consumer
Sampling for Product trial to
canteen, club, consumer
restaurant and
superstore

Budget:

New TVC making 400000


E- Media 2860000

12
Press Media 1840500
Sampling 112400
Billboard 890000
Branding 369000
Grand total 6471900

13
14

You might also like