LETTER OF TRANSMITTAL

December 29th March, 2016

Dr. Md. Abdul Momen
Assistant Professor
Department of Business Administration,
East West University.
Submission of Term Paper on: Stages of new product (Sip Banana Juice) development
process.
Dear Sir,
This is our pleasure to accomplish the Term Paper on (MKT- 416) and submit the term paper on
Stages of new product (Sip Banana Juice) development process. We prepared the term
paper on the basis of the Study in Stages of new product development process. This term paper is
prepared on the basis of both primary and secondary data. Primary data was collected by
questioning the concerned people of the company during the period of the working hour; while
secondary data was collected from various printed documents like annual term paper of the
company. Although the main purpose of the term paper is to Stages of new product development
process. We would like to express our gratitude to you for your tiresome effort for us which
provided the opportunity to complete this term paper.
Sincerely,
1. Md. Amran Bhuyian
2. Serena Marsha Gomes
3 Clinton Peter Gomes
4. Tanvir Hasan
5. Kawsar Auli

ACKNOWLEDGEMENT

At the very outset we want to congratulate our honorable course instructor Dr. Md. Abdul
Momen to give us the task of preparing a Feasibility Plan of Stages of new product development
process. It has been a great honor for us to take part in such a prestigious opportunity. Priceless
suggestion, constant guidance, advice and very feasible help throughout the project work which
smooth the completion of this project. To entire staff without whose interest and co-operation we
could not have produced this study. The consequence of the segment of Peoples Choice has
been collected from the survey we conducted. The entire survey outcome is from pure prospects
opinion; no other strategy was followed then. At last once again we like to praise those persons
whoever comprehends this proposal, with the name of Almighty.

Executive Summary

We want to market Sip Banana juice. We have prepared this feasibility plan on that basis. We
have assigned a name for the brand as Sip. Since the raw materials are very much available in
our country, we have decided to give the product an indigenous image.
Sip Banana Juice is a kind of juice drink that provides the consumers with processed fresh
banana in bottles. For the marketing purpose of the product we have decided to launch three
product lines. The Sip banana juice would be launched in the market at 250 ml. 500 ml. and 1
Liter bottle.
We have set a reasonable price for the product so that all kinds of people can afford to buy this
soft drink. We have followed the Target Costing pricing approach. We would gain a competitive
advantage, as this is a first hit in the market.
We have targeted a huge market segment for the product. Bangladesh is a large populated
country. Lots of people are looking for such a product. Fresh banana are not available all the
time. For example: a person walking on the street. Suddenly he feels thirsty. Now if he wishes to
drink Sip banana juice he/she cannot find it easily. It is not always found in the right place at the
right time. If we launch our product in the market, a person willing to drink Sip banana juice can
have it from a nearby shop. At present this is not possible. Our target market includes health
conscious people, older people, sportspersons & many other consumers, which we have
segmented from the Demographical, Geographical, Psycho graphical & Behavioral point of
view.
Since this is a juice drink, once the product is well promoted, this product will be sold well. The
consumer can then use this drink to even in dinner or lunch. A person going to see a sick relative
in a hospital may buy this product instead of the Sip banana juice, as it is very convenient for
carrying. We will also use an attractive packaging process that will encourage some people to
even taste the product for the first time. If they get to like it, then the product might become
favorable as it is natural & does contain nutritional value.

Table of Content
Content
1.
2.
3.
4.

Page

Executive Summary.. 3
Introduction ..6-7
Company Profile... 8-9
Methodology of the study..... 10

5. Limitation... 11
6. Production Description.. 12-13
7. Brand Development Strategy ....14-18
8. Market Research and Analysis ..... 19-23
9. Market Plan..... 24-27
10. Manufacturing and Operation.................. 27-28
11. Financial Analysis and Documentation................ 29-30
12. Leverage and Secondary Brand Association.30
13. Conclusion31
14. Bibliography.32

Table of Content
Figure No

1
2

Topic

Page

Packaging
Labeling

13
13
4

3
4
5
6
7
8
9
10
11
12
13

Table No
1
2,3,4

Strategic Brand Management

Bran Value Chain Model
Target Customer
Competitors Market
Cost Estimation
Competitors Price
Distribution Channel
The CIP Cleaning System
Juice Mixing Room
Graphical outlook of the Manufacturing process
Juice plant

Topic
Sales Forecasting
Profit and Loss Projection

15
18
21
23
24
25
26
27
28
28
28

Page
29
29-30

Introduction

Origin of the report

Recently Education is also in the age of competition .So the procedures and standards of teaching
are upgraded by different universities and institution in our country .In respect to that report is
mandatory forever course in BBA program, offered by Department of Business Administration,
East West University, Dhaka. In this respect our honorable course instructor Dr. Md. Abdul
Momen has assigned us the report New Product Development So we have prepared this
report.

Objectives of the report

The main purpose of this report is to know about the process of new product development and
other purpose with related this process. However, the objectives of this report can be summarized
in the following:
The main objective of this report is to understand the process of new product

development.
To observe the market policy and market place in Bangladesh.
To define what is new product?
What is the present status of market in Bangladesh?
To understand the practical idea about market.
Finding and developing new-product and ideas.
Knowing the stages of the product life cycle.
Understanding how marketing strategies change during the products life cycle.
Learning the steps in the new -product development process.
To understand about new product development strategy

Purpose
Our report has some purpose along with marketing plan for the Banana Juice. There are some
other purposes of this report as well.
To get a clear concept about marketing plan,
To get an overall idea about the Marketing Research,
To find out the role of target market,
To marking the problems for placing a new product in a market,
6

Scope
This study makes an attempt to cover within its scope almost all the significant aspects of New
Product development. It gives us an opportunity to do a team work where we all can show our
personal views, ideas, creativities and etc.

Company Profile
Sip Beverage Ltd.
From a beginning of a single factory outlet with 20 employees, Sip Beverages ltd. is now
Bangladeshi new soft drinks manufacturer and distributor who operate 2 production plants and
10 warehouse centers. It was established on 2016 in Dhaka, Bangladesh. This plant is the biggest
in Gazipur. The facility occupies over 31 hectares of land and has 11 production lines. This
includes PET bottle lines, tetra pack lines and can lines which are able to produce at the speed of
500 cans of drinks per minute. The plant have to manufacturing capacity of 22 million cases of

soft drinks a year, at such if the cans is line side by side it would be able to circle the globe twice.
Sip beverage ltd. promises to offer healthy enjoyment in exciting ways. The company is well
poised to surge ahead in its drive to respond to market trends, meet changing consumer needs
and exceed consumer expectations by providing quality products based on the best
manufacturing practices to repay consumers support and confidence in the brand throughout the
years. With dedication, commitment and good teamwork, the Sip beverage ltd. is confident it will
be able to deliver high quality products and excellent services for Bangladeshi customer.
Corporate Office:

Head Office: 128/2, SMG house. Aftab Nagar, Rampura, Dhaka-1219, Bangladesh.
Phone 02-9845375-8 Mobile 01687134151, 01915176279
Fax : +880-2-8032245

Factory: Pubail, Tangi, Gazipur, Bangladesh.

Website: www.sipbeverage.bd
E-mail: www.sipbeverage@gmail.com
Facebook page: sipbanana juice.com/groups/330506790489957/

Name of Brand: Sip Banana Juice

We named our brand SIP. We choose this name because it is simple, short, easy to pronounce
and meaningful. The meaning of SIP is to drink little at a time and feel the taste of the liquid
being drunk by the person, since our banana juice is pure, tasty and nutritious we want our
consumers to feel the taste of the juice every time they drink it. We also think since this a
familiar word we will be able to grab a space in the consumer mind.
Brand Slogan: Drink banana juice Stay Always Refreshed.
Brand Mantra: Drink Smart, Live Well
8

Brand Logo

Methodology of the Study

Research Methodology
To prepare the report we have to collect both primary and secondary data. The following sources
have been used for the purpose of collecting the data.
Primary Data:

The market environment of Bangladesh.

9

Face to face conversation of the Retailers.

Face to face conversation with General Customer.
Interviews with Market researcher.
Expert opinion.
Discussion with the faculty members of the Department.
Exposure on different desks of the other insecticides company.

Secondary Data:

Sample copy of marketing plan.

Report of the Bangladesh BSTI.
Relevant book, newspapers, journals, website and various study reports.
Website of Branding Development.
Book: Brand Management and Class lecture.

Limitations

Although we have completed our report on new product development- Sip Banana Juice. The
study report is not out of limitation due to some scope of opportunity. We faced some limitations
of the study which are given in the below:-

1. There is lacking of updated informations.

2. Some information had not been found.
3. Due to lack of work experience, there is a change of having some mistake in the
report.
4. Lack of knowledge about Banana Juice.

10

5. We cannot properly use our time for completing our report, although we get huge
time by our lecturer.
6. As a result, we cannot collect more information about it.
7. We have lack of communication among our group members live different place in
Dhaka city.
8. Another limitation is group work on the report, because some of group partners
were inactive to make our assignment and some partners cannot collect proper
information about our assignment.
9. We faced computer problem because our departments computers are completely
inactive in our computer lab of our department.
10. We cannot get support properly in the time for making assignment from the out
sides.
.

1. Product Description
Product Portrayal:
Sip Banana Juice is a product that serve different segment of customer. The product is fresh
banana juice, which is unique in the current market. The Sip banana juice will be processed and
sold in glass bottle of convenient sizes of 250 ml, 500 ml and 1 liter. The Sip banana juice will be
very much refreshing and provide great support to the sick and health conscious people. Our
target market is very large with different segments. Our expected sales are very high. The
development cost is tk.2.5 million approx.

Product Profile:
Name of the Product: Sip beverage ltd.
Type of Product: Banana Juice
Ingredients: Fresh banana, Sugar, mineral salts, vitamins C.
Container: Stylish glass bottle and plastic pack
Container size: 250 ml, 500 ml, 1 Liter
11

Product Price

: 250 ml for Tk. 14

500 ml for Tk. 20
1 liter for Tk. 38

Estimated Durability: 12 Months from date of manufactured

Machinery used: Advanced technology imported from USA, UK and Netherlands.
Brand Slogan: Drink banana juice Stay Always Refreshed.
Brand Mantra: Drink Smart, Live Well

Packaging: Packing refers to the designing and the container or wrapper for a product. It is one
of the tools that can attract consumers to buy the product. Banana Juice also do their packaging
very well. The Banana Juice is bottled and packaged in such a way that it looks attractive to the
consumers and Banana Juice also ensures the safety of this product by packaging it in an
aseptic/tetra pack.
Fig: 1 (Packaging)

Labeling: The label identifies the products and also the brand. Sip banana does its labeling very
well. The Sip Banana Juice has its own brand name, pictures of mango, its own tag and these are
its labeling. Sip banana Companys labeling Identifies its products among the products of
competitors.
12

Nutrition Facts at Sip Banana Juice

Serving per bottle/Can 500ml.

Fresh Banana, Sugar, Salt, Vitamin C, Vitamin A and Minerals etc.

Date of Producing
Date of Expire

: 10/2/2016
:8/2/2017

Company sign
100% Hallal and Healthy
Price
Tk 14
No artificial color and No Fat
Fig: 2 (Labeling)

2. Brand Development Strategies

According to most of the people brand is the most important factors for choosing a product. So,
the companies should always focus on how to develop their brand. Brand development strategies
have different segment.
Brand Image: Brand awareness is an important first step in building brand equity, but usually
not sufficient. For most customers in most situations, other considerations, such as the meaning
or image of the brand, also come into play. One vitally important aspect of the brand is its image,
as reflected by the associations that consumers hold toward the brand. Brand associations come
in many different forms and can be classified along many different dimensions. We will increase
our brand image through some basic points of brand image.

Strategic Brand Management Process: Strategic brand management involves the design and
implementation of marketing programs and activities to build, measure, and manage brand
equity. The Building, Leveraging, Identifying, and Protecting Brands (BLIP) process is a
new framework for understanding, managing, and organizing the full scope of brand
management task. It emphasizes the need to consider not just how to build and advertise
brands, but how best to leverage them, how to identify the position of that they hold, and how to
13

protect past brand investment. Strategic brand management is not only a question of building
brands, but also using a broader consideration framework when managing established brands.
Marketers should consider the BLIP process when managing their brands. To maintain healthy
and vital brands, firms need to pay attention to brand building, but should not neglect important
issues related to brand leveraging, identification, and protection.

The process of strategic brand management basically involves 4 steps:

Fig:3 ( Strategic Brand Management)

Identifying and establishing brand positioning:
Brand Positioning is defined as the act of designing the companys offer and image so that it
occupies a distinct and valued place in the target consumers mind.
Key Concepts:
14

Points of difference: Convince customers about the advantages and differences over the
competitors.
Specifically we really dont have any competitor in the market right now, and we will be the first
in entering the market. So, by far its our huge advantage in showing a strong difference.
Mental Map: Visual depiction of the various associations linked to the brand in the minds of the
consumers and here our banana logo with may be minions will create a visual depiction in
consumers mind.
Core Brand Associations: Our Sip banana juice with lots of health benefits and attributes like
low amount of sugar and fat will best characterize the brand.
Brand Mantra: A brand Mantra is a short three to five word expression that is the brand essence
or the core brand promise also known as the brand DNA. And, our brand mantra is Drink Smart
Live Well.
Customer-Based Brand Equity Building a strong brand is the goal of our company. Building a
strong brand with significant equity is seen as providing a host of possible benefits to us. With
this keen interest in brand building, two questions often arise: What makes a brand strong? And
how can we build a strong brand? To help answer both of these questions, this paper develops a
model of brand building called the Customer-Based Brand Equity model.
Brand Salience: Our consumers should at least recognize the Sip brand when presented to them,
beyond that consumers should think of juice whenever they think of Banana Juice. Customers
will choose our brand no matter what, as it will be polished and branded under a specific big
trustworthy brand, and that is Sip banana juice.
Brand Performance: Our brand will satisfy consumers needs from every extent like utilitarian,
aesthetic and economic customer needs and wants in the product and service category. Our
primary ingredients and supplementary features are way better than the competitors. Sip banana
juice is a product which is refreshing, reliable.
Brand Awareness: Brand awareness is related to the strength of the brand in memory, as
reflected by consumers' ability to identify various brand elements (i.e. the brand name, logo,
15

symbol, character, packaging, and slogan) under different conditions. Brand awareness relates to
the likelihood that a brand will come to mind and the ease with which it does so given different
type of cues.
Recognition: Through brand recognition our customer will relate to the ability of our brand
under a variety of circumstances and can involve identification of any of the brand elements. The
most basic type of recognition like the Banana picture or the Sip logo will give consumers a set
of single items visually or orally.
Recall: Brand recall relates to consumers' ability to identify the brand under a variety of
circumstances. Through brand recall, our brand name Sip banana juice will recall them the name
from memory when given some related probe or cue.
Line extension: Means when a company extends existing brand names to new forms, colors,
sizes, ingredients of an existing product category. Sip Banana Juice has introduced different
forms (pet bottles, aseptic/tetra packs), different sizes (250 ml, 500 ml and 1000 ml) of Sip
Banana Juice.
Brand extension: Sip Banana Juice has extended its current brand name Banana to new
modified Products in a number of categories like, Juice, drink, bakery, carbonated beverages,
snacks, culinary, biscuits, confectionary, dairy, health food drink, frozen foods, breakfast and
refreshment, rehydration etc.
Brand Equity: Sip banana juice added value endowed on products and services. It may be
reflected in the way consumers think, feel, and act with respect to the brand, as well as in the
prices, market share, and profitability the brand commands for the firm.
Brand imagery: Describes the extrinsic properties of the product or service, including the ways
in which the brand attempts to meet the customers psychological or social needs Brand
judgments: focus on customers own personal opinions and evaluations Brand
Brand judgments: focus on customers own personal opinions and evaluations
Brand feelings: are customers emotional responses and reactions with respect to the brand

16

Brand resonance: refers to the nature of the relationship customers have with the brand and the
extent to which they feel theyre in sync with it.
Behavioral loyalty: Through brand loyalty they will consider themselves loyal to or brand.
Customers will love our brand no matter what as it is healthy and refreshing. This is the only
brand they will buy and use. As they bought so many products of Sip banana juice so they know
about the product of Sip.
Attachment: As we have a very heart touching slogan which advices them to buy Banana juice,
so after purchasing this brand it will create an emotional attachment in their mind.
Community and Engagement: No matter in which community they belong to, they can refer
and share the experience of banana juice, and they can make a deep connection with banana
lovers. And it will also create a social engagement among the consumers.
Brand Value Chain Model:

Fig: 4 (Brand Value chain model)

Marketing Program Investment: To create this brand any marketing program investment will
be counted in this value chain model. We will do some marketing activities like product research,
development and design, which will cost us millions in taka. And other support activities like
marketing communications including advertising, promotion sponsorship, direct and indirect
marketing, personal selling, publicity, employee training etc. will cost us over 1 crore taka which

17

is not a big deal for a company like Sip. And, we as our brand believes thus will guarantee
success.
Customer Mindset: Customer mind set includes everything that exists in the minds of
customers with respect to a brand: thoughts, feelings, experiences, images, perceptions. Five
dimensions like awareness, associations, attitudes, attachment, and brand activity is our primary
concern to make a good position in customers mind, which will boost up the sale. Creating the
right customer mindset can be critical but not impossible.
Market Performance: Market performance is very important as it needs a lot of skills and
knowledge, needs information about the market. If the price is high then it will plunged the sale,
price premium is important, and we also will be cautious about price elasticity. If we can focus
on price elasticity then we can increase the market share. And this will increase profit as well.

3. Market Research and Analysis

Our company wants to develop and introduce a new Product. So, we have gathered information
through in-depth interviews. We made a survey of the market to have a clear idea about our
market, our customer demand, needs and wants. This information helps us to know about the
current market and prospects of our new product.
Market Description: Bangladesh is a country of about 150 million people. The total market size
of the soft drink industry is about 20 million and day by day it is increasing. We have a spread
nationwide market of different convenient product. People are nowadays very much concerned
about the market and product conditions. So we have a growing prospect of customers of Sip.
Among the population we worked out few segments of customers who will prefer our product
most.
Market Segmentation and Targeting: We have observed and analyzed the market and based on
the nature of the market we segmented the market in the following sectors:
Geographic Segmentation:

Dhaka

Rajshahi

Khulna & Barishal

Chittagong
18

Sylhet
Comilla
Rangpur

Demographics:

Individuals

Family

Sportsman

Business buyer
Psychographics:

Higher class

Higher mid class

Middle class

Lower class
Behavioral:

All ages people

Health conscious

Sophisticated who take the new product from the market

Target market and projections: Analyzing all the segments, we decided our target market
according to our product category. The target customers of Sip are older people, health
conscious people, sportsmen and tourists. The company decided to charge Tk. 12 for 250 ml
bottles, Tk. 18 for 500 ml bottles and Tk. 38 for 1 Litre bottles, if we consider price versus taste
received then we can see that taste received is more in value. Therefore charging the mentioned
prices is justified. The following graph gives a clear idea of our target market.
Target Market: We separate our target market into four different segment based on their
geographic, demographic, psychographic and behavioral characteristics.

Children/Teenage 4-17 years - 25%

Adult 18-28 years -30%
Athlete - 20%
Older people - 22%
Tourist - 3%

19

Target Customer

Children 25%

Adult 30%

3
25
22
Athlete 20%

20

Older People 22%

Tourist 3%

30

Fig: 5 (Target Customer)

i.

Athlete: Athlete people basically the sports person are one of our largest target markets.
In this segment, we get a lot of potential customer. One third of our total population is
young. This is a significant number that we have to concern about them and provide
product, which is fit for them. About 5 million people of this total number are Athlete.
They spend about Tk. 500 in a month in average.

ii.

Children: We a large child customer who like juice. So Banana juice more focus on
children customer 25% and target to increases this customer more in future.

iii.

Older People: Sick people are one of our major considerations. More than 1 million
children suffer from diarrhea that needs liquid food. Not only child but also the adult
might suffer from those types of problems.

iv.

Tourists: Every year a huge number of tourists visit Bangladesh. We want to provide
them with Sip.

v.

Adult: Besides the above segments, the general adult customers will acquire a significant
portion of our target market.

Sales Forecast: The sales forecast is broken down into the three main revenue streams; direct
sales, Web sales, consignment sales. The sale forecast for the upcoming year is based on 30%
growth rate. Growth rate for year 2016 to 2017 are based on percentage increases as follows:

Direct sales 20% growth rate per year

20

Web sales 50% growth rate per year.

Consignment sales 20% growth rate year.

Market Needs: Sip wants to satisfy its customers need. Thats why it is important to identify
the market needs. Our first consideration is to provide the best product to its customers. Thats
why we offer three different sizes of bottle with different prices for its different segment of
customers.
250ml : The lowest price for the rural mid social class and individuals.
500ml: Its target the sick people and tourist
1 liter: For a small family.
Competitive Analysis: The juice drink industry is very much competitive. Many juice drink
companies have acquired a significant portion of the market. But the unique features of Sip
will take it far beyond the reach of the competitor because, no one has yet thought about selling
fresh banana in such a specialized way.
Competitors Analysis
The major soft drinks and juice companies of current market are:

Pran Groups
Starship
Uro Cola
RC Cola
Coca cola
Pepsi
Acme
Danish
Foreign Products etc.

21

Competitors Market

Pran 30

Starship 17

Acme 10

10% 8
Danish
Coca cola 15
10%
30%

Pepsi 10

Other 10

15%
8%
10%

17%

Fig: 6 (Competitors Market)

Distinct Competency: These companies can try to entrance our market by launching new
product lines to compete us. Yet, we have distinct competitive advantage. That is our product is
still brand new. The other companies will take sometimes to enter into the market. Till then we
can have a monopoly market condition. The other advantage that we have is lower price. We will
sell products in reasonably lower price than other competitors do.
Strategies against competitors:
To compete with the major competitors we can adopt the following measures:

Providing the best service to create high customer satisfaction

Reasonable and acceptable pricing
Promising and providing top quality product
Launching highly effective mass promotional activities
Continuous innovation and modification of the products
Creating and maintaining long term customer relationship
Creating Brand Loyalty among the target consumers

4. Market Plan
22

Product Marketing: For launching a product in the market, there is some procedure that should
be followed by every marketer to move in the long run. Our product will enable our customers to
have a different experience to try our juice.
Pricing Strategies: We have decided to set a reasonable price for our product when we will
develop it. We considered many factors in setting the pricing policy. We will describe a six-step
procedure:
Setting the pricing objectives: Our company has decided where it wants to position its market
offering. We have chosen our objective to maximize market share. We believe that a higher sales
volume will lead to lower unit costs and higher long-run profit. We have set the lower price
because we assume that the market is price sensitive. Our overall objective is to capture the
maximum market share by setting lower price.
Determining Demand: Each price will lead to different level of demand and therefore have a
different impact on companys marketing objectives.
Estimating costs: We have estimated the cost and want to charge a price that covers the cost of
production, distribution and selling the product, including a fair return for its effort and risk.

Fig: 7 (Cost Estimation)

23

Types of cost and level of production: There are two types of cost: a) fixed and b) variable. In
our new product development project fixed cost is 2, 00, 00,000 taka. Fixed cost includesmachinery, monthly bills, and salaries of employees and so on, regardless of output. There are
some variable costs like-cost of bottle, packaging and so on. These costs tend to be constant per
unit production. We have estimated that per unit variable cost is Tk. 6.3 for 250 ml, Tk. 12.6 for
500 ml and Tk. 24.4 for 1 liter.
Analyzing competitors costs, prices and offer: We have analyzed our competitors price and
found that Pran charges tk.13 for 250 ml bottle, Starship charges tk. 12 for 250 ml Pac and Fruti
price 15 tk for 250ml Pac.

Fig: 8 (Competitors Price)

Selecting a pricing method: We have chosen the target costing method to set price for our
product; pricing that starts with an ideal selling price based on customer considerations, then
target cost will ensure that the price is met.
Promotional Strategies: To acquire a strong position in the market, we need to give special
emphasis on effective promotional activities. In order to get the maximum market share we will
have to use all four tools of marketing promotion. Specially, advertising through mass media will
support us a lot.
Advertising: We initially will give more emphasis on paper ads and TV commercials. Because,
advertising through these media is the most effective way to reach the customers and position our
product in their mind.

24

Personal Selling: Though personal selling skill is not that much effective for convenient
products like Sip, we will inspire and train the sales persons of the retail stores to convince
people to buy our product when they will come to buy any drinks item. The sales persons will
inform the consumers about the cool refreshing taste of Sip and about the nutritious aspects.
We hope that will play a significant role to increase our sales.
Promotional Tools: We have also planned to apply some promotional tools. Initially for
sometimes we will distribute our product at 50% discount just make our new product familiar
with the customers. This will be the market-testing period for our product. Later, we may apply
the strategy of giving gifts, lucky coupons, tour tickets depending on the market and competitive
situations.
Public Relations: We have future plans to hold seminars, commit social development,
supporting social activities, to arrange cultural functions and mobile game shows for publicity
purpose.
Distribution Channel: In the initial stage, we will distribute the products with our sole
distribution channel. When our market will spread out, we will distribute our products through
dealers. We will set our own outlets in few core market positions. When we will go for mass
marketing, we will supply our product nationwide through dealers. Our dealers will take the
products to every district of the country. Sip will be available in all retail stores of the country.

Fig: 9 (Distribution Channel)

25

Services and warranties: As we are targeting to the top most customer satisfaction and building
long-term customer relationships, there is no alternative for us rather than providing top quality
service. Giving the customers timely and instant quality service is our primary concern. We even
planned to open few customer service centers where will response to customers interactions. We
will collect information, suggestions, ideas and opinions of the customers through these centers
and will innovate and modify our product accordingly. We also will change any defected product.

5. Manufacturing and Operations

Locations: We will set our manufacturing and other working areas in convenient locations. We
will prefer the locations to set up our manufacturing firms, warehouses and inventories in
different core business points of the country where it will be easier to both collect the raw
materials and transport the final goods to the market.
Human Resource: The board of directors will be responsible for the recruiting activities.
Recruiting will be done through written tests followed by interviews.
Technological Aspects: To create and innovate new quality products we need to use advanced
technology. We need high tech machineries imported from the foreign countries. Not to mention,
skilled people to operate them. We have already studied all the technical aspects and prepared a
list of instruments and their costs. The machinery will be collected when required.

Fig: 10 The CIP (Clean in Place) cleaning system

26

Fig: 11 The Juice Mixing Room

Fig: 12 Graphical outlook of the manufacturing process

Fig: 13 Juice Plant

27

6. Financial Analysis and Documentation

Sales Forecasting: The following Table and graph show our expected sales for the coming five
years:

Expected Sales
(Per year)

250 ml. Bottle

500 ml. bottle

1 Liter bottle

First Year

4000000

4500000

1500000

Second Year

4500000

5000000

1700000

Third Year

5500000

5800000

2000000

Fourth Year

6000000

6500000

2400000

Fifth Year

6300000

6700000

2500000

Table: 1 Sales Forecasting

Profit and Loss Projection
For 250ml.
Item
Total Sales
Total Cost
Total Profit
Tax 40%
Net Profit

Year 1
44440000
(45200000)
(760000)
--(760000)

Year 2
Year 3
49995000
61105000
(48350000)
(54650000)
1645000
6455000
658000
2582000
987000
3873000
Table: 2

Year 4
66660000
(57800000)
8860000
3544000
5316000

Year 5
69993000
(59690000)
10303000
4121200
6181800

For 500 ml.

Item

Year 1

Year 2

Year 3

Year 4

Year 5

Total Sales
Total Cost
Total Profit
Tax 40%
Net Profit

75015000
(76700000)
(1685000)
---

83350000
(83000000)
350000
(140000)

96686000
(93080000)
3606000
(1442400)

108355000
(101900000)
6455000
(2582000)

111689000
(104420000)
7269000
(2907600)

(1685000)

210000

2163600

3873000

4361400

Table: 3

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For 1 Liter
Item
Total Sales
Total Cost
Total Profit
Tax 40%
Net Profit

Year 1
54000000
(56600000)
(2600000)
--(2600000)

Year 2
Year 3
61200000
72000000
(61480000) (68800000)
(280000)
3200000
--(1280000)
(280000)
1920000
Table: 4

Year 4
86400000
(78560000)
7840000
(3136000)
4704000

Year 5
90000000
(81000000)
9000000
(3600000)
5400000

7. Leveraging Secondary brand association:

Channel of distribution: The most appropriate secondary brand association for our Banana
juice will be channel of distribution .For this purpose Banana juice can be selected .Banana juice
has a long emotional history and strong positive image for this type of product.
Celebrity endorser: Using well known and admired people to promote the product has a long
marketing history. Whereas we promote our banana juice as an energetic and healthy food so I
will choose Bangladesh national team captain Mashrafee Bin Mortaza as our brand
ambassador.
Events: For my banana juice brand I would like to sponsor those kinds of events which are
related with my brand core benefits and feature. The core benefit of my product is it will keeping
you healthy and fit for all the time. We all know banana is kind of fruit which has a high volume
of iron and thats why it reloads a mans energy very quickly. So I will sponsors different kinds
of sports events and those kinds of events where the participants need a lot of energy.

29

Conclusion:
To conclude we can say that our brand Sip banana juice is going to be successful. We are
hoping to grab position market in near future, because our product is pure and natural has no
artificial color and its suitable all ages. It can also be purchase at a reasonable price and will
be available in stores. Since banana is available in the whole year, we are always using fresh
fruits for production. We all know that, todays fast moving world respect the new, innovative
ideas. To keep the same pace with this situation our company had decided to launch a Juice
and it has a bright future in its market. As the product is innovative, the product will be a
strong product mix for our company. And once our Sip Banana Juice will reach to the hand
of our targeted customers, we will be able to capture the most market shares.

30

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