VISION & MISSION

VISION : preversing healthy living through healthy catering.

MISSION : supplying a hygine, healthy, adequate calories foods based on

RDA (Recommended Dietary Allowance) and Indonesian Medical Nutrition Society (PDGMI)

supplying gourmet to those in special goals program for weight loss and weight gain.

supplying gourmet for common illness patient to support their therapy.

MARKETING ORGANIZATIONAL STRUCTURE

BRAND ELEMENT

BRAND NAME : SUGARCANE

TAGLINE : Healthy Living, Holistic Life

LOGO:

INDUSTRY ANALYSIS

CONSUMER ANALYSIS

NEED

WANT

PREFERENCE

SWOT ANALYSIS

SWOT ANALYSIS

STRENGTHPeopleQualityFeature

Competitive Price

WEAKNESSIncomparable Resources

Area Restriction

SWOT ANALYSIS

OPPORTUNITIESBusiness ExpansionBrand Worth

THREATIncomparable Resources

COMPETITOR OVERVIEWPRIMA DIET CATERING WHITE LOTUS

OVERVIEW not only it helps accelerate the process of losing body weight, but also to provide the highest satisfaction in taste experience.

enjoy stunning food because blending nutrition knowledge, food technology expertise, and produce nutrition science based gourmet.

PRODUCT - Regular Slim Package-Power Slim Program- Kidzgourmet

- Vegetarian- Nutrition during and after pregnancy- Smart food for kids- Nutrition Solution for Autism

PRICERp 70.000 – Rp 95.000 per box

Rp 105.000 – Rp 155.000,- per box

STP

MARKET SEGMENTATION

MARKET SEGMENTATIONGEOGRAPHIC SEGMENTATIONArea : JAKARTA

MARKET SEGMENTATION

AGE 35 – 64

FAMILY LIFE CYCLE YOUNG MARRIED, OLDER MARRIED

GENDER MALE, FEMALE

INCOME > RP 20.000.000,- / MONTH

OCCUPATION DIRECTORS, CEO, CONSULAT

EDUCATION COLLEGE GRADUATES

SOCIAL CLASS UPPER MIDDLES, UPPER UPPERS

DEMOGRAPHIC SEGMENTATION

MARKET SEGMENTATION

PSYCHOGRAPHIC SEGMENTATION

• PEOPLE WITH HEALTHY LIFESTYLE• PEOPLE WITH COMMON ILLNESS

TARGETING

highly educated people with high income, who living and working in Jakarta that concern with their health and also the costumers who have a common ilness to support their theraphy

POSITIONING

as a catering service that provides healthy food for customers who are aware of the health and who have problems with health.

MARKETING MIX

MARKETING MIX

PRODUCT

MARKETING MIX

PRICE

One Stop Healthy Catering Services ( Catering + Personal Nutritionists)2 meals X 20 working days = 40 meals for Rp 4.500.000/month

Healthy Catering Services2 meals X 20 working days = 40 meals for Rp 3.500.000/month

MARKETING MIX

PEOPLE

PROCESS

PHYSICAL EVIDENCE

MARKETING MIX

PLACE

MARKETING MIX

PROMOTION

MARKETING MIX

MARKETING MIX

FINANCIAL ANALYSIS

TARGET SALES

FINANCIAL ANALYSIS

SUGARCANE HEALTHY CATERING

INCOME STATEMENT

2010 2011 2012

SALES:

Healthy Catering 6.300.000.000 8.190.000.000 11.466.000.000

One Stop Healthy Catering 2.400.000.000 3.120.000.000 4.368.000.000

- -

TOTAL SALES 8.700.000.000 11.310.000.000 15.834.000.000

Cost of Sales: 3.480.000.000 4.524.000.000 6.333.600.000

TOTAL COST OF SALES 3.480.000.000 4.524.000.000 6.333.600.000

GROSS PROFIT 5.220.000.000 6.786.000.000 9.500.400.000

OPERATING EXPENSE:

VARIABLE OPERATING EXPENSE

Wages expense 360.000.000 396.000.000 475.200.000

Marketing expense 600.000.000 660.000.000 726.000.000

Transportation expense 435.000.000 565.500.000 791.700.000

Utilities expense 60.000.000 66.000.000 72.600.000

General & Administrative Expense 15.000.000 16.500.000 18.150.000

Repairs & Maintenance 20.000.000 22.000.000 24.200.000

Misceleneous Expense 10.000.000 11.000.000 12.100.000

TOTAL VARIABLE OPERATING EXPENSE 1.500.000.000 1.737.000.000 2.119.950.000

FIXED OPERATING EXPENSE:

Salaries expense 840.000.000 924.000.000 1.108.800.000

Depreciation expense 100.000.000 100.000.000 100.000.000

Rent Expense 1.200.000.000 1.200.000.000 1.200.000.000

TOTAL FIXED OPERATING EXPENSE: 2.140.000.000 2.224.000.000 2.408.800.000

TOTAL OPERATING EXPENSE 3.640.000.000 3.961.000.000 4.528.750.000

OTHER EXPENSE:

Interest Expense 12.000.000 12.000.000 12.000.000

TOTAL OTHER EXPENSE 12.000.000 12.000.000 12.000.000

NET INCOME BEFORE INCOME TAXES 1.568.000.000 2.813.000.000 4.959.650.000

FINANCIAL ANALYSIS

MARKETING EXPENSE REPORT

THANK YOU

“ My definition of success is to live your life in a way that causes you to feel a ton of pleasure and very little pain - and because of your lifestyle, have the

people around you feel a lot more pleasure than they do pain. ”

- Tony Robbins -