1

Selecting segments

The segments selected for Surprise juice are:

Undifferentiated

Niche (concentrated)

Targeting

Company will target following customers:

Kids

Youngsters

Youth

Mature

Marketing Mix

Product Price

Place Promotion

Marketing Mix

2

Product Strategy

Develop the long term relationship with the customers

Give values to the customers to delighting them

Do whatever it takes not to satisfy the customers but retain our customers

In order to accomplish this objective the company has established sales, marketing and

support terms

Brand name

The name which we have chosen for our product is Surprise.

Quality

High quality assurance would be our first priority. This would be ensured by:

Implementing high quality standards

Total quality management

Acquisition of the high quality raw material

Design

‘Surprise’ is a sweet and slightly sour, refreshing juice with an eye catching Tetra pack.

Features

Here are some features of our product:

Fresh original fruit juice

Provides proteins and minerals

Provides vitamins

Beneficial for kidneys

3

Excellent in taste

Give freshness

Tetra pack protection packing

Packaging

Product units are packed in 6 layered Tetra Pak Brick Aseptic.

Pricing Strategy

Our pricing strategies for the product are for total cost which includes customs services and

other expenses. Pricing strategies usually changes as the product passes through its life cycle.

The price should be set at moderate level in order to attract a large number of buyers and to

gain large market share.

Amount in Bangladeshi Taka

The total per unit price for 250 ml packs that we will offer as follow:

Cost of fruits Tk.3

Electricity Tk.2

Factory overhead Tk.3

Miscellaneous Tk.2

Retailer margin Tk.2

Profit Tk.3

Total price Tk.15

The price is very much compatible and the offer is substantial enough to attract a large

percentage of market in very quick time.

4

Promotional Strategy

Actually the promotion is a first step when we are launching a new product but we make its

strategies in last. We want to make a good product image in mind of customers, so that they

will buy only our product.

Main Source of Promotion

Electronic media

i. TV

ii. FM radio

iii. Web site advertisement

Print media

Billboards

Criteria promotion

Awareness

Knowledge

Liking

Preference

5

Distribution (Place) Strategy

Distributors Review

To assure the availability of its product. ‘Surprise’ juice has established effective network of

registered dealers. The main target of these juice is Dhaka.

The end consumers would then purchases ‘Surprise’ juice from retailer. Dealers are the most

reliable distributors in the region. They enjoy a flawless reputation combined with business

relations with numerous retailers even in the rural area of the Dhaka and near sides. This has

ensured that “Refresh” will be made available all over Dhaka.

CONSUMERSRETAILERDISTRIBUTORMANUFACTURER

PRAN Product Distribution Chart

6

Implementation and Control

Action Programs

Surprise will be introduced in summer. Following are summaries of the action program we

will use during this summer session to achieve our stated objectives.

Step 1:

We will initiate 80,00,000 rupees trades sales promotion campaign to educate dealers and

generate excitement for the product lunch and provide sample crate to our selected product

reviews, opinion leaders and celebrities as part of our public relation strategy.

Step 2:

We will start integrate print/display/television campaign. The campaign will show how many

features the Refresh have for user to reenergize them.

Step 3:

As the juice advertisement continues, we will add consumer sale promotion by including them

to our messages. We will also support or retailer to increase our sales.

Step 4:

We plan to roll out a new advertisement having new views of customers through survey who

have used our drink which will help to promote our juice.

7

Budgets

Sr. No Description Amount

1 Cost of land 250,00,000

2 Raw material 5,00,0000

3 Stationery 50,000

4 Office expenses 1,00,000

5 Furniture 5,00,000

6 Staff salaries 50,000

7 Freight inward charges 60,000

8 Repair and maintenance 150,000

9 Research and development 90,000

10 Technology 10,00,000

11 Marketing media expense 6,648,630

Total (BDT) 38,648,630

Marketing Organization

Surprise’s chief marketing officers, holds overall responsibility for all of the company’s

marketing activities. There are other subordinates with him to help the sales campaigns, trade

and consumer sales promotion, and public relation efforts.

8

Controls

This is the main and last element of the marketing planning by using this we can check our

product standard by comparing it with our standards if there is any problem arrive in

marketing plan then it must be corrected.

Measuring

We can check our marketing condition through measuring in which different types of tasks

may be performed like:

Survey

In order to learn whether people would like to buy or use our product, we have decided to

conduct a market survey in future so that we can assure that people likes our product or not.

Comparing

In controlling process we compare our product with our standards.

Correcting

If any problem occurs then correcting process will take place in which we found that from

where the problem will arises.

9

Conclusion

All organizations should look ahead, assess past and then bring change for not only there

benefit but to create Wining situations. Surprise will build profitable customer relationship by

providing them unique taste and good health at reasonable price. ‘Surprise’ will be produced

with number of important vitamins, proteins and minerals. We are going to give best flavor

which no one provides. Pran use good food items so in short they give customers value and

satisfactions to build a profitable customer relationship by letting them feel they care.

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Resources

1. The PRAN Company Official website:

http://pranfoods.net/who_we_are.php

2. PRAN-RFL Group Official website:

http://www.pranrflgroup.com

3. Wikipedia “PRAN-RFL Group”:

https://en.wikipedia.org/wiki/PRAN-RFL_Group