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PROJECT REPORT
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SUGAR-CANE JUICE

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THE VISIONARIES

Agha Sibtain Ali

Faheem Ul Haq

Maryam Pervez

Saad Zaki

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Every region has its specialties that can be established as a product offering and then marketed in
the public. Apart from specialties, in certain conditions, there are certain tips and tricks that the
local residents use as a solution to general problems, and finally there are customer preferences
that make the product successful. Over years, the South Asian market has been consuming what
they locally refer to as “Roh”, the sugarcane juice.

The market under study here is the South Asian market of Pakistan which is a producer of sugar
cane as an agricultural product. The general use of sugar cane in the market ranges from raw
consumption to producing the more refined form of sugar to making traditional value items such
as ‘gurh’ to the production of insecticides and detergents. The inputs are normally taken from its
raw dehydrated stem which is highly regarded as a crucial part of the produce.

The market offering that is being branded here is a general consumption form of sugarcane that
has been used as a cure to ailments in the form of a natural syrup, and used as a refreshing drink
all over the country. It serves as a respite from the heat and also is very good for health.

Sugar cane is one of nature’s best creations. Its uses are as widespread as the world itself. Its uses
are given below. The list is nowhere exhaustible.

 Raw sugarcane: chewed to extract the juice.

 Sugarcane juice: a combination of fresh juice, extracted by hand or small mills, with a
touch of lemon and ice to make a popular drink, known variously as ‘ganne ka
rass’, ‘guarab’, ‘guarapa’,‘guarapo’, ‘papelón’, ‘aseer asab’, ‘Ganna
sharbat’, ‘mosto’ and ‘caldo de cana’ in different languages.
 Cachaça: the most popular distilled alcoholic beverage in Brazil; liquor made of the
distillation of sugarcane.
 Jaggery: a solidified molasses, known as ‘Gur’ or ‘Gud’ in India and Pakistan,
traditionally produced by evaporating juice to make a thick sludge and then cooling and
molding it in buckets or shaping it into balls in the hands. Modern production partially
freeze-dries the juice to reduce caramelization and lighten its color. It is used as sweetener in
cooking traditional entrees, sweets and desserts.
 Panela: solid pieces of sucrose and fructose obtained from the boiling and evaporation of
sugarcane juice; a food staple in Colombia and other countries in South and Central America.

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 Molasses: used as a sweetener and a syrup accompanying other foods, such as cheese or
cookies.
 Rapadura: sweet flour which is one of the simplest refinings of sugarcane juice.
 Rum: liquor made of the distillation of sugarcane commonly produced in the Caribbean.
Rum is more purified then the Brazilian Cachaça.
 Falernum: a sweet and lightly alcoholic drink made from sugar cane juice.
 Syrup: a traditional sweetener in soft drinks, now largely supplanted (in the US at least)
by high-fructose corn syrup, which is less expensive because of subsidies.
 Rock candy: crystallized cane juice.
 Sayur Nganten: name of Indonesian soup made of trubuk stem (Saccharum edule).

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VISION
Add class to nature. Promote a healthy life style.

MISSION
To promote natural products as a part of community welfare and their use less complicated.

BRAND NAME

Swizzle

BRAND LOGO

TAG-LINE
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A choice of health

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Product
The product that has been chosen to be branded comes from crushing natural sugar-canes and
dehydrating the juice thus turning it into powder form which can be dissolved in water and used
when needed. The main reason behind this whole process of converting it into powder form is
that sugar-cane juice turns black very quickly due to oxidation. In powder form, its shelf life is
increased.

This juice is the same as that being sold by street vendors everywhere with the difference that
our product is long lasting and more safe and secure from the health point of view of our
customers. It is produced in completely hygienic conditions and is not exposed in any way to
germs and disease causing agents like its street-sold counter-part. Moreover, branding and selling
it in super markets would increase the number of people who use this juice, because most people
do not prefer buying from street vendors.

The juice and subsequent products can be used in households, hotels and bars as a refreshing
alternative to soft drinks which have no nutritional value and in cocktails. It can also be used in
hospitals for speeding up the recovery process in diseases like Jaundice and Hepatitis. It can also
be used widely in bakeries as a substitute to sugar syrup.

Price
The price matters a lot once a target segment is being established. The price for this product
depends on the gram packing that is will be sold out in the market.

Serial Type Weight Price

No.

1. Sachet 25 gram Rs. 12

2. Pouch 500 grams Rs. 149

3. Bottle 500 grams Rs. 199

4. Bottle 1000 grams Rs. 390

Price will be kept nominal and vey low because we want to target every possible customer
segment in the market, both high end and the middle and lower end consumers. The high class

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would be attracted towards the appeal we would create to this product plus the hygiene factor
and the fact that it will be readily available everywhere. The middle and lower class customers
would be attracted towards it because it would be almost the same price as that of its street-sold
counterpart but would be more easily available and would come with a guarantee of health and
hygiene.

Place
The major market place that will be selected for displaying and selling this product are all the
major markets and direct consumer contact retailers that will be chosen for the distribution of
this product.

Promotion
The promotion will take place with the help of a few promotional tools that will mostly be
related to the print media. Following are the main sources of promotion:

• Newspapers

• Magazines

• Pamphlets

• POP Posters

• Product accompanying ads

• Free sampling etc

Packaging
The packaging of the product has to display a very sharp, thematic and attractive outlook of the
product attributes which will be accomplished through a precise color scheme. The product
comes in different package sizes which are explained in the table below along with the contents:

Serial Type Weight

No.

i. Sachet 25 gram

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ii. Bottle, Pouch 500 grams

iii. Bottle 1000 grams

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Variations (flavors)
i. Swizzle Classic

ii. Swizzle Citrus mix

iii. Swizzle Plum and Pineapple

iv. Swizzle Mint

Methods of Use
Can be dissolved in water to get instant sugar-cane juice or cooked into a thick liquid and coated
on different food stuff and made into home-made candies. It can also be cooked and poured out
like a thin layer like a disc and add nuts to it to make a crunchy cookie-like candy. It can be
mixed with other things to make many different kinds of cocktails.

There are countless ways how this product can be used. It’s a product that gives the customer a
lot of creative space!

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User Value Proposition

i. Storage

ii. Hygiene

iii. Multiple usage

iv. Nutritional value

v. Ease of availability

vi. Very affordable

vii. Good for Jaundice and hepatitis patients

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viii. Can be used by diabetics!

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In order to make the product successful it is important that the market segments have to be very
sharply selected. The segments that we have selected are very generic in nature since the product
caters to the needs of almost every single consumer group in the market.

Segments
Generally, the segments have been divided into two main categories depending upon the main
consumption capacity.

Households

These are the main consumers from the public that use these types of products excessively. There
are no specific discriminations that are made here since the product is directed towards all kinds
of income earning groups and genders. Following are the main public sectors to be catered
primarily.

• All income earning groups

• All genders

• All affordability groups

Hotels and bars

On commercial basis, Hotels, bars and restaurant are the main consumers of Swizzle which will
be catered to public in return. The main differentiation that is made here is that the bars and
restaurants have the main skill and capacity to cater to customers with the help of cocktails that
are one of the most successful drinks in the market these days. This way, they are expected to
have a large consumption quota on regular basis.

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For this product, market competition might be a completely different ball game since we are
planning to launch a product which will be taken as a threat to a lot of businesses in the industry.
Primarily, the main competition would be against the soft drink companies that are out there
operating to serve a very large market share. The main competitor industry units are listed as
below:

• Fizzy Drinks and Colas such as Pepsi and Seven-Up

• Street Vendors

• Powdered Juice

Against these competitive forces, it is of utmost importance that we exercise our core
competencies in a fashion that it surpasses their marketing efforts so that they don’t exercise
their strategic countermeasures to neutralize new entrants in the market.

Competitive Advantage

The competitive advantage that Swizzle has is that it supports a very large market that has been
consuming Sugar cane juice for decades as a vital nutritional drink. The reason for this is that
Swizzle is not only just a drink, it is a parent product that can be used in a variety of ways and in
addition, it is healthier as compared to its market competition.

Indirect competitors

The competitors that will be competing with us in the market, are the soft drink products which
come secondary but the primary competition are the street vendors for sugar cane juice which are
found almost everywhere in the market at this point.

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Every organization must be futuristic in order to stay and make progress in the market. Since
Swizzle is a market leader since there is no other brand which has yet introduced instant sugar-
cane juice. Thus, there’s meager competition right now. But, as soon as the product is launched,
mushroom growth of other brands introducing the same product will occur as in the case of Tang
which is facing tough competition from LemoPani, Thanda Orange etc. Thus, in order to be
proactive, we will pursue our growth plan as soon as Swizzle grasps the target market.

The future projects are as under:

Sugar-cane Bar and Pub

If the product is successful in the market, which it has the tendency to be, the company has plans
to grow its brand diversity and enter the market of having its own restaurant and drinks parlours
by the name of “sugarcane” at a later time which will specialize in drinks and cocktails that will
use Swizzle as a major component.

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Subsequent products

• Swizzle Trax

• Swizzle Stix

• Swizzle Candies

SWIZZLE TRAX

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SWIZZLE STIX

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SWIZZLE CANDIES

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