Reported by:

Chowdhury, Alvee Mahtab Mashkur Wahedur Rahman

Kazi Farm Group

FRUIT FIESTA “Another Name of Fruit”

INTRODUCTION

We work in Kazi Farm Group.

Kazi Farms Limited was established in 1996 as a hatchery for imported eggs; the following year it started its own parent farms. In 2004 production started in our grand-parent (GP) farms. Which was responsible for Bangladesh's first exports of hatching eggs and day-old chicks in 2004. In that year, our Managing Director, Kazi Zahedul Hasan, was named Businessperson of the Year by the Daily Star/DHL Business Awards.

We are launching Packed Fresh Juice such as- Mango, Lemon, Orange, Pineapple, Watermelon, Grape, Apple, Blackberry, Strawberry and Mixed juice. Our product name is Fruit Fiesta.

The purpose of this report is, we are launching a fresh fruit juice company named Fruit Fiesta. In this report we are discuss how we are branding, marketing our product through STP. We are analyzing the market through some questionnaire to the consumers. If we are success in this marketing steps we can launching this product.

SEGMENTATION

Market segmentation is a marketing strategy which involves dividing a broad target market into subsets of consumers, businesses, or countries who have, or are perceived to

have, common needs, interests, and priorities, and then designing and implementing strategies to target them.

Possible segments of fruit juice ‘Fruit Fiesta’

The preparatory point for discussing market segmentation is mass-marketing.

The market for any product is normally made up of several segments. A ‘market’ after all is the aggregate of consumers of a given product. And, consumer (the end user), who makes a market, are of varying characteristics and buying behaviour. There are different factors contributing for varying mind set of consumers. It is thus natural that many differing segments occur within a

market.

Attributes of effective market segmentation:

Now we will describe Fruit Fiesta juice market segmentation under the umbrella of age, gender, occupation, social class, income, location, lifestyle, personality, and behavioural variables:

Age

Fruit Fiesta’s  primary target was only the young generation where the age may vary from 16-27. But it is not limited within this age. It has also spread out among the children noticeably as well as the people above 27 years.

Gender

Both young boys and girls are the target market for the Fruit Fiesta juice. It is not specially made for any particular gender.

Occupation

Occupation is not clearly defined for the target market of Fruit Fiesta juice; however where the age varies within the young generation as well as children so it can easily be understood that most of them will be whether student or doing any job or business.

Social Class

Fruit Fiesta is targeted for the upper part of the lower class, middle class, upper, middle class, and lower part of the upper class of the society.

IncomeFruit Fiesta juice preserve 500ml, and 900 ml Orange, Mango, Cocktail Special juices which will be totally sugar free but sweet. They keep their price relatively low than other soft drinks and fruit juice. The whole production process is in strict conformity with international standards, and constant research and development all products. Fruit Fiesta Juice provided superior value to their customer who they promised throwing advertising.

Location

Almost all the places of urban and rural area are under the PRAN’s distribution. Especially in each and every part of the Dhaka and Chittagong city Fruit Fiesta is available. We first target the mass market of capital Dhaka.

Lifestyle

The targeted market of Fruit Fiesta is basically young generation who like gossiping, chatting, hanging with friends, making fun, watching movies listening music etc. Fruit Fiesta has also focused on their customers lifestyle in product advertising and packaging.

Personality

The customers of the Fruit Fiesta are mostly action oriented people which include especially the experiences.  It also focuses the personality of the status oriented people including achievers and strivers.

Family Size

The packaging size of Fruit Fiesta vary from family size segment. For a single person there is a small bottle, for 2-3 person there is a medium size of pack, there is a mini tetra pack for children and there is also a family size pack of juice for a family or many people.

Children50%Younger's

30%

Older20%

Age

Figure 1: Age measurement Above the customers 50% are children, 30% are youngers and rest of the customers are older. We are targeting children’s and younger’s most.

Strongly Agree24%

Agree44%

Neutral14%

Disagree11%

Strongly Disagree7%

Price

Figure 2: Price Measurement

The pie chart shows that 24% respondent strongly agrees with the price and some 14% agree with the price against reasonability but almost 11% disagree with that price level.

Mango

Waterm

elon

Orange

Apple

Pineapple

Grape

Straw

berry

Lemon

Mixed Fr

uit0%

5%

10%

15%

20%

25%Flavors

Flavors

Figure 3: Flavor Measurement

In this Column we see the different flavors variation of juice.

Urban60%Rural

15%

Both25%

Location

Figure 4: Location MeasurementIn this pie chart we see that most people agreed to segmented in urban areas some are rural’s and some are support both.

Plastic Pack Glass bottle Tetra Pack0%

10%

20%

30%

40%

50%

Packaging

Packaging

Figure 5: Packaging

Select Target70%

Select con-

sumers20%

distribution10%

Selling Object

Figure 6: Selling ObjectIn our survey we see that most people prefer Select target in selling object.

Family Size

YesNo

Figure 7: Family Size

Most of the consumers prefer packaging depend on family size.

TARGET MARKETING

Target Marketing:

Target marketing is the most current method of marketing to consumers based on research into their interests, hobbies, and needs, and it didn’t spring from nothing. Before we got here, advertisers and marketers were using cohort marketing, and before that they were using generational marketing. Target marketing is essentially a refinement of these ideas.

Geographic Segmentation:

Location:

According our survey we see that our geographic segment go under mostly in Urban areas. 60% people are agree to supply in urban areas, 15% in rural areas, and 25% are agree in both areas. So we strongly segment in urban areas.

Demographic segmentation:

Fruit Fiesta has drinks that targets different age groups, ethnic groups, sexes, lifestyles, etc. Examples:

 Age

Age is the major determinants in targeting the consumers. Fruit Fiesta reflects the Bangladeshi culture and it represents youth. From our survey, we have found that Fruit Fiesta is most preferred in the age group children’s (50% of 100).  Moreover, the least Fruit Fiesta preference comes from two age groups: 15-25 years and 25-45 years, about 30% and 20%. There is a list of our age target-

Kids (Fond of fruit juice) Teens (More experimental) Youth (Experimental and more buying power) Working people Elders

Occupation & IncomeConsumers’ purchasing pattern, lifestyle and status largely depend on their occupation and average monthly income of the family. The social class of the target respondents was determined by their income or taking from family. Fruit Fiesta is a low involvement product and it is good enough to consume by upper and middle class. From the survey

respondents, students are the most who purchase Fruit Fiesta and their income level is less than 5000 taka. Business people, private service personnel and other earning people consume less amount of Fruit Fiesta although their income is comparatively high than the students.

Different Segmentation:

1. Single Segment Concentration: There are multiple products in multiple markets. Single segment concentration means company is selling one product in one market.

2. Selective Specialization: A firm selects a number of segments, each objectively attractive and appropriate. There may be little or no synergy among the segments, but each promises to be a money maker. This multi-segment strategy has the advantage of diversifying the firm’s risk.

3. Product Specialization: A firm makes a certain product that it sells to several different market segments. An example would be a microscope manufacturer who sells to university, government and commercial Laboratories. The firm makes different microscopes for the different customer groups and builds a strong reputation in the specific product area.

4. Market Specialization: A firm concentrates on serving many needs of particular group. For example, a company markets an assortment of scientific instrument to the academic institution including universities.

5. Full market Coverage: One of the market targeting Strategies in which a company attempts to serve all customer groups with all product they might need.

From the above discussion I would like to select product specialization segment for my product “Fruit Fiesta” because we think and believe it is hygienic product in current juice market and the taste of fruit juice is mainly like as fresh fruit juice and also will be very much refreshing and provide a great support to sick and health conscious people.

POSITIONING

Positioning the product in target audience:

Consumers typically choose products and services that give them the greatest value. In that sense Fruit Fiesta has decided to use more or less positioning strategy. It will introduce better quality products at comparatively lower price for a given level of performance. Kazi claims that it’s juice provide the best tent and low price for the target audiences. It likes to position as a testy and super saver for all customers.

Brand image & Strap-Line:

We will give a higher priority in our brand image. We believe that if we achieve our consumer’s satisfaction that will be our success. If we win our consumer’s trust it will be our achievement. So we are very concern about our brand image and we will try to never let our customer down. We try to give our through our taste, quality, packaging and everything a customer need.

Our strap-line is “Another name of fruit”. We choose this strap-line because we are very careful about our taste and quality. We try to give our customers the real taste of fruit.

Benefits of the product:

The delicious, natural and sweet taste fruit juice is derived from the local orchid during the harvest to ensure the freshness and quality of the juice. It gives natural pulp squeezing fresh fruits, vitamins, minerals and other ingredients make the juice refreshing, natural and notorious. The juice is made from pure fruits which are import from different places. This juice is good for health and this is totally chemical free.

Unique from other competitors:

To satisfy the needs of our premium customer we maintain the high quality. Hence our product is Fruit juice so we are looking to provide the best quality juices than the other competitors. We will take some measures, like-

1. Products are being produced with the help of the superior quality high-tech machineries.

2. We import the best quality fruits from different places of the country.3. To maintain the quality and the standard of our product, juices are being tested in our

own laboratory.4. Juices are produced health wise and totally untouched.5. The juices are free from any chemical particles.6. The juices are pure and exclusively good for health.7. The juices are marketed with high quality food grade package.

Implementation

Product Features of Fruit Fiesta:

Our exotic flavors of All Natural 100% Pure Fruit Juice are filled with the wholesome goodness of vitamins and minerals found in fresh fruit.Containing no added sugars or preservatives, our nutritious and great tasting flavor range will nourish your body and delight your taste buds.The Fruit Fiesta juice range features a wide range of exotic, 100% pure fruit juice blends. All our juices are rich in vitamin C and contain no added sugar or preservatives. Fruit Fiesta fruit juice provides the very best in natural goodness that Mother Nature has to offer, which is why we’re renowned all over the world for our uncompromising quality.

Product Features

All Natural 100% pure fruit juice No added sugar No preservatives No artificial colors Great tasting Gluten free Rich in Vitamin C Flash pasteurized to guarantee quality Kosher for Passover all year round Great option to get a recommended serving of fruit

Price of Fruit Fiesta:

The price will be tk. 15-50 for our juice.

 As a new comer our pricing strategy is to introduce our products in the market at lower prices so as to create huge demand in the market and then compete with other competitors. The price of Fruit Fiesta will verify from the family size of juice pack. There are different types of pack that vary from family size. These different types of pack have different price, but the price stay between 15-50 tk. The minimum price of our juice is 15 tk. Which is small size and maximum price is 50 tk. which is big size. Between 15-50 tk. there are more sizes of juice which price is different from each other.

Distribution Strategy:

Fruit Fiesta sells its product to bottling and tetra packing operations, distributors, fountain wholesalers and some fountain retailers. These than distributes them to all retail outlets, corner stores, department stores and restaurants.

We are distribute our product in two ways:-

Direct selling: In direct selling we supply our product in shops by our company’s transportation. In this type of selling our profit margin going high.

Indirect selling: We are distributing our product to wholesalers and retailers through agents. So we can cover all over of area. Wholesalers and retailers assure to deliver juice to general consumers.

Thus we can site different point of sales where Fruit Fiesta is generally available throughout the Kazi Farm Group:

Wholesalers/ distributors Retail/Corner stores/ Supermarkets/ Groceries Restaurants/ Cafes Automated Teller Machine

Promotion:

Whether we want to promote a product or service, advertising is essential in

today’s competitive marketplace. When it comes to the types of advertisements

that a company can utilize, the possibilities are endless. However, when creating

an advertising plan and strategy, it is necessary to identify and examine the

specific clientele we are targeting. Recognizing our target market it will help us

to choose the most beneficial type of advertisement for our specific product.

We use billboard, social media, TV advertisement, campaigning to promote our juice. We will try our best to attract our customers through our promotion.

Picture:Here is our demo picture of “Fruit Fiesta”

REFERENCE

Coca-cola Web site (2012). Careers. Available in: http://thecoca-colacompany.com [consulted in: 01/03/2012]

EENI International Business Web site (2012). Case Study. Available in: http://en.reingex.com [consulted in: 01/03/2012]

Finance Maps of world Web site (2012). Articles. Available in: http://finance.mapsofworld.com [consulted in: 01/03/2012]

Malhotra K. Naresh, Marketing Research, 4th Ed. Pearson Education; India.2004.

Secondary Data: Sirius MKT & Social Research Ltd., Market data1

Prospectus of ACME company

APPENDIX

Name:........................................................ Age:.......... Sex:............. Occupation:.....................

1. Which type of flavor do you prefer most?a. Orange; b. Mango; c. Pineapple; d. Watermelon; e. Grape; f. Apple; g. Strawberry

h. Lemon; i. Mixed fruit.

2. Do you think 15-50 tk is affordable for all?a. Strongly agree; b. Agree; c. Neutral; c. Disagree; d. Strongly disagree

3. Do you think that all ages of people should like the juice?a. Yes; b. No

4. Do you think that the juice should be provide various shape of pack depend on family size?a. Yes; b. No

5. What type of people buy the juice most?a. Children; b. Younger’s; c. Aged; d. All types

6. What can be the target place for the distribution of the juice?a. Urban area’s; b. Rural area’s; c. Both

7. What should be the selling object for the juice?a. Select target; b. Select consumers; c. distribution

8. Did the packaging of the juice effect on the customers?a. Yes; b. No

9. What types of threats do the juice face?a. Packaging; b. flavor; c. price; f. Quality; e. all above

10. If there any need for middleman for distribute the juice to consumers?a. Yes; b. No

11. What can be the strength for the juice?a. Quality; b. Taste; c. Distribution: d. Quality & Taste; e. Advertisement

12. What types of advertise can be preferable for the juice?a. Billboard; b. Internet; c. TV ad; d. Website; e. Campaign

13. What type of packaging do you prefer most?a. Tetra pack; b. Glass bottle; c. Plastic bottle; d. All above