STRATEGIC MARKETING PLANSTRATEGIC MARKETING PLAN

FOR

NEW PAPAYA NEW PAPAYA JUICEJUICE

Introduction It is a marketing plan for the Papaya juice. As

we know, Papaya is a useful fruits for all class of people. The people of all over the world popularly accept it. I think if a company lunch a project for making juice from papaya, it will be more profitable for that company. In this marketing plan, we segment the target market and specially target the middle class. We analyze 4 P’s, competitors, consumer buying behavior etc. However, this is a proposed marketing plan that needs to be modified considering the firm policy and implication strategic limitations and market conditions.

Key Success Factors

Quality

Affordability

Strong distribution channel

Nutrient, hygienic and safety

Availability of raw material

Proposed name of the brands

Name of the brand

New Papita Junior Juice Papita Smart Drinks Papita Gold Drinks

For the babies from 6 to 12 years For the teenagers and Young's Above 30

Objectives

15% market share at initial stage Increase gross margin more than 10% at the

end of the year Increase sales by 20% per year

Segmentation

middle class 60%

lower upper class25%

upper middle class 10%

Others 5%

Consumer behavior analysis Following data taken

from the market survey on the consumers that shows the consumer behavior of food products. However, it does not reflect the whole sceneries but it would be very much helpful to market the product.

Consumer behavior analysis

0

5

10

15

20

25

30

35

quality price taste Oth.

Ultimate consumers of the product give more emphasis on following factors in selecting different types of juice

Consumer behavior analysis The functions for what consumer buy frequently

that means the attributes, which play strong role to the buying decision of a consumer is given below serially by their importance

1 2 3 4 5 6

Quality Taste Availability Hygienic factors

Affordability Influential advertisement

Market analysisMarket analysis Competitor analysis

There are four main competitors in the market. These are

Pran Pran Shezan Shezan AcmeAcme Akiz Akiz

1. Joy juice1. Joy juice

2. Pran junior2. Pran junior

3. Pran frooto 3. Pran frooto

1. Mango 1. Mango juicejuice

1. Mango 1. Mango juice juice

1. Frutika Mango1. Frutika Mango

2. Frutika Orange 2. Frutika Orange

3. Frutika black 3. Frutika black Barry Barry

Competitor analysis We had a survey that shows that these

competitors captured the whole market. There market share ratio is given bellow-

0

5

10

15

20

25

30

35

40

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr 5th Qtr

Akiz

Pran

Acme

Shezan

others

From above we know that our main competitors are mango or orange juice producer companies like Akij & Pran

DISTRIBUTOR/ RETAILERBEHAVIOUR ANALYSIS

The factors that prioritized to distributor are

11 22 33 44

Attractive Attractive margin margin PricePrice QualityQuality Packaging &Packaging &

Advertisement.Advertisement.

11 22 33 44

Prize on Prize on sale.sale.

Margin.Margin. Credit Credit facility.facility.

Quality.Quality.

The factors that prioritized to retailer are

Strength of Papaya Juice.

Availability of raw materials. It will reduce cost of good

sold. Reasonable price. May earn maximum profit. All aged people might be our

possible customers.

Weakness of Papaya Juice

It’s a new product. It’s a new product. Huge market share is captured by Huge market share is captured by

competitors. competitors. Market position of mango juice is strong.Market position of mango juice is strong. We haven’t any experience. We haven’t any experience.

Opportunity for Papaya Juice

More sales for reasonable price. More sales for reasonable price. Low cost, quality product.Low cost, quality product. Variety of consumer testes.Variety of consumer testes. Variety products for different Variety products for different

segments.segments.

Threat for Papaya Juice Foreign products. Foreign products. Competitors could also Competitors could also

diversify their product. diversify their product. Our competitors are Our competitors are

financially and financially and technically strong.technically strong.

They have brand equity.They have brand equity.

PRODUCT FEATURES NEW PAPITA JUNIORNEW PAPITA JUNIOR

Specially made for the kidsEnriched withDifferent shapesTestified by child Food and Nutrition Department of Bangladesh and BSTIDesign of cans, containers and UHD packsPromotion to kidsPromotion to retailers by commissionEnsure international standard

PRODUCT FEATURES PAPITA SMART DRINKSPAPITA SMART DRINKS

Specially made for teenagers and young’sEnriched withTestified by Food and Nutrition Department of Bangladesh and BSTIDesign of cans, containers and UHD packsSubstitute suitable tasty drinkPromotion to retailers by commissionEnsure international standard

PRODUCT FEATURES PAPITA GOLD DRINKPAPITA GOLD DRINK

Specially made for aged old peopleEnriched with Substitution of other fruit juice Testified by Food and Nutrition Department of Bangladesh and BSTILow percentage of sugarDesign of cans, containers and UHD packsPromotion by free sampling and commissionEnsure international standard

DISTRIBUTION Set one channel member in each district. High commission for retailer and distributor. Credit facilities should be given to retailer. There must be prize for 10 top sellers in a year. Distribution should be effective. There must be an effective chain information

management. Supervision system. Sales team should be smart and effective.

PRICE

Actual price should be consultation with finance department.

It will depend on cost of the machineries, production capacities, cost of row materiel, middleman commission and company policy.

Our main goal is to focus on the growth of first three years.

Considering this matter, we will set up the price at least 30%-40% below than the available brands of national companies and foreign companies.

PROMOTION Free samplingFree sampling Advertising Advertising TV Campaign,

magazines-newspapers

Personal sellingPersonal selling Direct marketingDirect marketing F.M. Radio. F.M. Radio. Create brand as Create brand as

national brand.national brand.

Conclusion

It is a strategic marketing plan for the new product. Some parts of this plan is not possible to incorporate. In this plan such as costs and budgets, profit and loss account. But I think it will be profitable marketing plan for a company.

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