IQRA UNIVERSITY

F R E S H A N D H E A LT H Y
FRUIT JUI CES

BINGO JUICE
F-8 MARKAZ
ISLAMABAD

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 MARKETING PLAN

BY:

HASSAN SARDAR 10646

MUHAMMAD BIN TARIQ 10605
SYED ATIF UBAID 10665
TAIMOOR RATHOR 01813

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 TABLE OF CONTENT
Executive Summary 5
Current Market Situation 6
Market Description 6
Product Review 7
Ingredients 8
Production 8
Packaging 9
SKUs 9
Product Range 10
Package Branding 11
Competitive Review 12
Market Share 14
Distribution Review 15
SWOT 15
Objectives and Issues 17
Marketing Strategy 17
Positioning 17
Product Strategy 18
Pricing Strategy 18
Distribution Strategy 18
Promotion 19
Estimate Sale 23
Market Research 23
Questionnaire 24

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 EXECUTIVE SUMMARY

The ANDREWS COMPANY LTD wants to be a Global soft drink named “BINGO”
with characteristics associated to digestion. Currently, in Pakistan there are some
sort tasty drinks but no doubt they are harmful for health to some extent, but if we
look into juices like “ENO” and tablets like “HAJMULA” which are only
restricted for digestion and can not be used otherwise.
Here it comes the need of our product that is basically considering on tasty drink
as well as helpful for digestion. BINGO as the fresh natural, Hygienic juice with
original fruit taste which is readily available, and is for everyone.

BINGO is striving to make its place in the market Through Its heavy
Advertisement and Direct Selling at popular shopping malls and other crowded
places.
BINGO would be promoted as a product with youthful and fun-loving image. The
company will start with an extensive distribution network including wholesaling
and personal selling. Islamabad, Hyderabad, Lahore, Faisalabad, Quetta and
Karachi are the major target markets for its sales. BINGO advertisement target
people of all age highlighting the instincts who are facing digestion problem.
BINGO pricing strategy is “competition based pricing”.

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 CURRENT MARK ET SITUATION

ANDREWS COMPANY LTD, a small budget startup aimed at producing high

quality natural products, is about to enter the Beverages Market which is highly
competitive and is dominated by strong Brands of established companies like Nestle,
Unilever and other foreign and local companies. Now, however, sales in the
beverages markets are dominated by the bigger companies but certain environmental
factors have given small companies a chance to launch carefully positioned brands
enabling them to get a reasonable market share and an opportunity for growth.

The emergence of these local brands is an indicator of the change in the consumer
preferences towards local brands with good quality. A great number of local
beverages brands in the market further reinforce this fact
The estimated size of the beverages market is approx. Rs.15.7 billion plus, with an
average growth rate of 20-25% for the next couple of years.
To gain market share in this environment, BINGO must carefully target specific
market segments with its unique value propositions and price.

MARK ET DESCRIPTION

BINGO market consists of consumers who prefer Freshness, Good Taste, Healthy
drink and easy availability at an affordable price. BINGO also targets customers who
are facing digestion problem. Specific segments being targeted during the Initial
Launch
Table A (next page) shows how BINGO addresses the needs of the targeted
consumers.
BINGO multi dimensional set of benefits and a range of different flavors make it a
complete and balanced fruit juices, which meets the basic needs of all the consumer
segments.

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Target Segment Customer Need Corresponding
Benefit

Children Nutrients All features of the

product
Healthy diet
Portability
Increases appetite
Sports Individual Energy All features of the
product
Calories

People facing digestive problems Relieves indigestion Aseptically packaged

Low price Affordable price

 Table A: Need – Benefits of BINGO

PRODUCT REVIEW

Our fruit juice, the BINGO, has the following characteristics:

 Full of nutrients
 Energy drink
 Digestive juice
 Hygienically Packaged
 Delicious Flavors
o Apple
o Orange
o Banana
o Strawberry
o Lemon

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 INGREDIENTS

BINGO Ingredients:
Ingredients: Fruit juice (89%), Low temperature pasteurized.

Nutrition Facts
Serving Size 2000 cal diet
Sodium Bicarbonate 2.32g,
Sodium Carbonate 0.5 g,
Citric Acid Anhydrous 2.18g
Energy 157cal
Fat 0.0gm
Protein 1.15gm
Carbonates 32.5gm
Sodium 1.5gm
Sugar 31gm
Vitamin C 5.7gm

PRODUCTION

The BINGO production process includes the following steps:

1. Fresh fruit directly from the farms.

2. Juice production in a sterile environment
3. Aseptic Filling

For round the year availability of the fruits, arrangements will be made for the
storage of off season fruits.

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 PACK AGING

The packaging process includes Aseptic container production & packaging. The
packages and SKUs were carefully selected and designed for product differentiation
(Shelf Space) and longer shelf life in mind. The average shelf will be 3 months.

SK US

BINGO has the following Stock Keeping Units (SKU):

 250 ml Translucent Pet bottle:

Chosen because of portability and differentiation
from the other competing products

 500 ml Translucent Pet bottle:

Chosen to cater the small segment of intermediate
consumers

 1 Liter Tetra Brick Aseptic ( TetraPak ):

Chosen to cater the household usage segment

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 PRODUCT RANGE

BINGO will initially be available in three Flavors.

 Apple
 Orange
 Strawberry

These flavors will be available in all three SKUs.

PACK AGE BRANDING

Brand name:

BINGO Brand name was chosen for a juice because of its unique and effective way
of digestion.

Label design:

The label was designed to look pretty and standout among different products while keeping in
line with over all positioning of the product.

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 COMPETITIVE REVIEW

Our product is basically target towards the Beverages Market, more specifically the
Cold beverages market. Bingo’s competitors can be divided in to two categories:
 Branded Beverages like NESTLE
 Digestive medicines like ENO, HAJMOLA

Branded Beverages:
The major shareholders are the branded beverage producers and our product will be
directly competing with these brands:

Key advantages:
The branded producers have several key advantages over our product:
 Large advertising budgets
 Established and well known Brand Names
 Large production capacity
 Established distribution networks with lucrative trade offers
 Strong financial back allowing them to sustain longer with very thin sales
margins

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Strategies:
 Intensive distribution
 Heavy advertisement
 Heavy consumer promotion programs

Digestive Medicines:
The digestive medicines market is basically a drink or pills which can only be
used after meal to get relief for indigestion.

Advantages (ENO):
 Old brand (built brand loyalty)
 Can sell at a lower cost with narrow margins
 Very low manufacturing overhead and expenses
 Less need for advertisement or promotion

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 Market Share:
Competitors

Branded Beverages

Nestle 43%
Shezan 28%
Others 29%

Digestive Medicines

ENO 31%
Hajmula 24%
Mylenta 29%
Others 16%

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 DISTRIBUTION REVIEW

BINGO JUIICE will initially be distributed through indirect channels (Producer to

Retailer) to select A and B class stores and non-store retailers in the Islamabad &
Rawalpindi markets. Among them the selection will be based on Geographic
concentration and Income group.
The targets will be the stores within the vicinity of high concentration of Upper class,
Upper Middle and some Middle Class areas.

The areas initially targeted will be major cities like Islamabad, Rawalpindi, Lahore
and Karachi.
Although distribution will initially be restricted to these cities for the first phase of the
test launch, we plan to switch to much longer channel with more coverage after a
successful launch. We will emphasize trade sales promotion in the first year and free
sampling consumer promotion to entice trial and to build brand awareness.

STRENGTH, WEAK NESS, OPPO RTUNITIES, AND THREAT

ANALYS IS

Strengths:
 Innovative product:
o A similar product is currently not available in Pakistan.

 Affordable price:
o Pricing is competitive and affordable.

 Affordable with a bundle of values:

o Full of nutrients
o Energy drink
o Digestive juice
o Hygienically Packaged

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Weakness:
 lack of Brand awareness:
Being a new product and an unknown brand, this is a major weakness and
strategies will be used to overcome this and build brand awareness.
 Low budgets:
Being a small group with limited budget, very less budget will able for
promotion and advertising.
 Limited production capacity:
Initial production capacity will be limited.

Opportunities:
o Increase in consumer demand
o Expanding market for local Brands

Threats:
o Competition from large producers
o A similar launch by a large competitor

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 OBJECTIVES AND ISS UES

 Major launch objectives will be building brand awareness and product trial
 Due to low budget, below the line activities will be used to promote the
product
 Push strategy through distribution channels, because of low budget for
advertising.
 Successive strategy, after the successful launch should be focusing on our
ability to establish a well-regarded brand name linked to a meaningful
positioning. We will have to invest heavily in marketing to create a
memorable and distinctive brand image projecting innovation, quality, and
value. We also must measure awareness and response so we can adjust our
marketing efforts if necessary.
 All these will be judged after 1 year from the launch to analyze whether the
launch was successful or not.

MARK ETING STRATEGY

BINGO marketing strategy is based on a positioning of product differentiation. Our

primary consumer target is middle- to upper-income households and individuals who
are facing digestion problem.
Our secondary consumer target is schools and colleges which has the major segment
of teens and preteens. We will have to create awareness of our product and brand
through target consumer promotions. This segment can be described demographically
by age (7-19) and education status.

We will also be targeting people having digestive problem by launching awareness

programs to make them aware of the new way of coping up with their digestive
problem.
.

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 POSITIONING

Using product differentiation, we are positioning the BINGO as the fresh natural,
Hygienic juice with original fruit taste which is readily available, and is for everyone.

PRODUCT S TRATEG Y

The product characteristics and branding has been discussed in detail previously. The
product will be available in three different flavors and SKUs.

PRICING STRATEGY

The BINGO SKUs will be available at the following prices:

1) 250ml Rs. 18/-
2) 500ml Rs. 35/-
3) 1 Liter. Rs. 60/-
The prices have set low to increase trial and brand penetration.
The price Break is as follows:

Production Packaging Distribution Trade Retailer Retail Price RP + 15% Sales

SKU
Cost Cost Cost Price Margin GST Margin

250ml Rs. 8/- Rs. 2/- Rs. 1/- Rs. 14/- Rs. 1.3/- Rs. 15.3 Rs. 18/- Rs. 3/-

500ml 15/- 3/- 1 /- 26.75 Rs. 3/- 29.75 35/- 7.75/-

1 Liter. 30/- 2/- 2/- 47/- Rs 4/- 51/- 60/- 13/-

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 DISTRIBUTION S TRATEGY

Our channel strategy is to use selective distribution to BINGO sold through well-
known stores. The channels will be as follows:

Manufacture Retailer Consumer

TRADE OFFERS

 Trade offers will be given to the retailers to aid in shelf placement and an
increase chance for Impulse buying and brand exposure to the consumers.
 Since our Brand is new brand we will have to give schemes to the retailers in
order to attract them and take our product.
 Sample schemes:

o 12 + 1

o 24 + 2

o 36 + 3

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 PROMOTION

PRINT MEDIA ADVERTISEMENT

The advertisement decided for the newspapers is shown on next page.

Media category:
Media category decided for the advertisement is local leading English newspapers as
our target market is some upper and upper middle class, so keeping those people in
view the readership of such newspapers is absolutely accurate.
Newspaper:
The readership for local newspaper is “The News”, a largely distributed paper.

AD-1: Teaser ad for creating “before Launching” demand.

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ELECTRONIC MEDIA ADVERTISING

Media
This advertisement is to be launched at Geo TV, ARY Asia, ARY digital and AAJ
channels. Because the teenagers has at maximum viewer ship at these channels.

LOW SCALE PROMOTION:

 Retailers:
 For impulse buying of our product different banners and
posters are provided to retailers for product promotion and also
some trade offers are used so that preference should be given
to the product and appropriate shelf placement is provided by
the retailer.
 Shop posters
 Banners
 Billboards

 Schools:
 Awareness campaigns
 Free sampling

ESTIMATE SALES

First three months: 60 thousand units

End of year: 5 lac units – 8 lac units

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 MARK ET RESEARCH

A survey was conducted for fruit juices and digestive drinks existing in the market
and the preferences given by the user to such products. The market research helped
out in identification of the gap required to be filled. As the consumer today is health
and hygiene conscious so this leads to further reinforcement of the basic idea of this
research. Sample survey is provided:

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 QUESTIONNAIRE

MILK SHAKE DRINKS AVAILABLE IN MARKET

Please tick the appropriate box.

1- Gender: Male Female

2- Marital Status:
Married Unmarried
3- Age Group:
Below 20 21-30 31-40 Above 40
4- Occupation:
Student Professional Not Working House
Wife
5- Monthly Income / Pocket Money (Thousands per month)
Below 10 10-20 Above 20
6- Rate the following from 1-4 (in order of preference)
Appearance ------------
Taste ------------
Hygiene ------------
Fruit Freshness ------------
7- How would you grade the existing product available in the market?
Good Satisfactory Not Good
6- Your preference about the existing product?
Home made As available in market
7- What do you suggest for BINGO?
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