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Principles of Marketing

Instructor: Zakia Binte Jamal

Course : MKT 201 ; Section : 3

Marketing Plan: ACME Sugarcane Juice

Submitted by :

MD. Mahabur
1 1420743
2 MD. Kamrul Hasan 1420943
3 MD.zoeb Hasan 1420656
4 MD.Imran Hossain 1421019
5 Nazma Akter Peury 1420779
6 Laila Shams Faria 1420544

Since 1954, The ACME Laboratories Ltd. has been doing their operation in
Bangladesh and today, it is one of the most successful business
conglomerates having sister concerns and investments in various sectors
in lot other areas in Bangladesh.

The ACME Agrovet & Beverages LTD.

Introducing the newest member of the ACME Group, The ACME Agrovet &
Beverage Ltd. is a FMCG business venture to manufacture fruit juice,
mineral water and many more. These are manufactured and bottled in a
state-of-the art processing factory using latest machines and Tetra-Pak

All of the items mentioned successfully running and continued to future

profitability. To give them customer a new juice taste depending on
marketing research information of the customer, we are going to launch a
new favorite soft drink named ACME Sugarcane Juice.
ACME Sugarcane Juice

Sugarcane Juice is a Marketing idea that deals in product. Our product is

sugarcane juice in tetra pack packaging. Sugarcane juice is widely used in
summer season because it is good in taste and low in cost. But problem
with this is that it cant be preserved for longtime. In Bangladesh no
company has launched sugar cane juice till now in tetra pack. The
methodology used in Bangladesh is quite old and so many people dont go
for this sector because the risk of the low shelf life. So we have decided to
launch a sugar cane juice because sugar cane juice is naturally sweet, so it
can be sold with a little additional processing we can make flavors also as a
ginger, lime juice, mint leaves. Fresh sugar cane juice has no preservatives
however its tendency to turn black from oxidation soon after pressing is
very high, so to secure from oxidation we should pack in tetra pack

The sugar cane juice has several health benefits and medicinal properties
most of which remains unknown to the masses. It has direct effect on
digestive system and it contains nutrients which are healthful for life. It
strengthens the stomach, kidneys, heart, eyes, and brain and sex organs
.The juice sucked from the sugarcane can prove highly valuable in case of
weak teeth due to lack of proper exercise resulting from excessive use of
soft foods. It gives a form of exercise to the teeth and makes them strong. It
also keeps the teeth clean and increases their life.

Product overview:
Product overview includes categories of product, raw-materials of product
and also the nutritional value of the sugarcane Juice.
Categories of products: There are 4 size of juice we are proposed for
lancing. They are:

Junior Juice Pack (120ml)

Normal Pack(250ml)
Contemptible Pack (500ml)
Family Pack(1ltr)

Raw materials of juice: The main raw material for our juice is fresh
sugarcane .
The other materials are:
Xanthan Gum
Citric Acid
Vitamin A
Vitamin C
Sodium Benzoate
Approved Preservatives
Flavor (ginger, lime, mint leaves)


Product Characteristic Attributes

Hygienically extracted
Rich in salts
Contains 15% natural sugar
Low glycemic index
No artificial sweetener
Rich in carbohydrates, vitamins and roughage
Low calorie juice with medicinal properties


Natural thirst quencher

Instant rejuvenation
Innocuous to health-
Prevents cold n flu
Cures jaundice
Cures eye disorders
Prevents cancer

Market Description:
We have more clear and specific information about the market and we are
also aware of the customer demand and choices. Based on our Research
and Development department we are strictly determined to serve our
customer needs and wants with a totally new taste of juice like ACME
Sugarcane Juice. We are going to launch our new product for five groups
of people. They are shown graphically below:


Urban areas.
Densely populated regions.


Class: middle class and lower class.

Religion :its for all religions people.
Generation kid, young, matured people.


Life style: Active, Health-conscious people.


Benefits : Quality conscious consumers.

User status: children, workers.

Food Value:
The juice is extracted from the cane by pressing it through iron rollers. It is
nutritious and refreshing. It contains about 15 per cent natural sugar and is
rich in organic salts and vitamins.

Originally, sugarcane was grown solely for chewing in the pacific and South
Eastern Asia, a custom which has now spread throughout most of the
tropics. The juice can also be used for Drinking or sweetening. In hot
summer days, it forms a soothing drink. A little lime juice may be mixed in
the juice to improve its flavor.

Food value Minerals and

Moisture 90.2% calcium 10 mg
Protein -0.1% Phosphorus 10 mg
Fat 0.2% iron 1.1 mg
Minerals 0.4%
Carbohydrates 9.1%

*source: From Internet

*Values per 100gms edible portion

Table: Food Value of Sugarcane* Juice

Our offerings to the customer through our product are-

High quality drink.

Reasonable price.
Natural test of sugarcane Juice.
Availability to the customers.
Availability through different amount.
Ideal for Smoothies
Serve in a Hygienic Way
Table: 2.3: Market Competition
The Research and Development (R&D) department found some major
strength and weakness for the new product ACME Sugarcane Juice of
the company. According to the R&D department the SWOT analysis of the
product is described below.-

Strengths Weaknesses
Strong brand name Private limited company
High customer loyalty Sugarcane-Vita juices not store able for
Strong relationships with Stakeholder long time.
Excellent, stable and trained staff for Too many existing competitors.
customer service. Less product classification
Strong merchandising and product Challenges of the seasonality of the
presentation. business.
High quality machineries. Challenges of preservation.
Raw materials are available in our country. New in the market.
Opportunities Threats
Entrance of new product
Completely new test in soft drink market. Less awareness about the value of
High growth rate in our target market. Sugarcane Juice
Change in container or product classification There is large competition in juices market.
Existing channels of our existing product can Unfavorable Govt. regulation
be used. High processing and packaging cost.
Increasing sales opportunities beyond whole
Other competitors of soft drink companies
same produce same type of drink.
Economic, political and technological factors
of the country may be threatening for our
New entry of similar soft drink company

Review of Competition

Competition in the area of soft drink industry can be differentiated through

test and flavors. The main categories of tests and flavors in the existing soft
drink market and the existing competitors are given below in a table-
Competitor Cola Orange Mango Lemon Soda Others




R C Cola




The key to success of this product are-

Maintaining gross margin in excess of 30% at the first year.

Experienced and eye catching advertisement on the important areas of the Dhaka City.
Quality Enterprise Resource Planning (ERP) management.
Proper channel distribution.
Proper Customer Relationship Management (CRM).
Proper Supply Chain Management (SCM)
Generating average sales in excess of Tk.120,000 per business day.
Online News and Advertisement.

Critical Issues:

As the product is new and innovative, the company has to consider some
critical issues, which are as follows-
The products sales growth will be slow and our company may face loss in the very first
year of their operation. Thus the company has to hold the products position for first 12
month, which is admirable.
As the product is new in the market, it will take too much time to stay in the heart of the
consumer and the beginning consumers will be innovators. Thus attractive and effective
marketing will be needed to attract, grow, and retain the customers.
The marketing objectives will be to create product awareness and trial.
The company must use heavy sales promotion to entice trial that is matter of investing
huge amount of money.
The products cost per customer will be high, as the product is lunching initially.

Our marketing strategy is based on becoming the potential choice for

consumers in the soft drink market. Our marketing strategy is based on
superior performance in the following areas-

Product quality.
Product price.
Superior test.


Our mission for the product is to establish the brand as a sign of

satisfaction. We want to spread the product through the whole country and
reach each and every consumer.

Marketing objectives

The marketing objectives of the company for the product are as follows:

Maintain a gross margin of 35% each month.

Generate an average of Tk120,000 of sales each business day each month.
Realize an annual growth rate of approximately 25% within the year 2010.

Financial objectives

Financial objectives determined by the company for the product are as


A growth rate in sales of 15% for the year 2010, to total excess of Tk 30,00,000 in total
An average sale per business day in excess of Tk.120,000.
Reducing existing variable costs by 3% within the year 2010.

Target markets:

Our potential customer will be every kind of individuals. However we will

segment our market on the basis of their priority and attributes towards
hygienic products. Initially to minimize our risk we will cater on the metros
in Bangladesh then depending upon the demand and our finance capacity
we will expand our production and distribution to other cities of Bangladesh.
Our customer will be:

Students at every level from school to universities.

Employees who works entire day.
Households and passengers.

In summer session every kind of people with no age limit use this juice
because of unhygienic products most of the people avoid this. We will
specially target those kinds of people.


Brand strategy is at the heart of marketing strategy. It is the act of

designing the company offer and image so that it occupies a distinct and
valued place in the target customer mind. Sugarcane juice is very beneficial
for health and provides refreshment. As we are launching sugar cane juice
in tetra pack, so we want to create positive and long lasting image in the
minds of customers that we are providing hygienic juice because we are
also introducing new flavors like mint and ginger etc.

Positioning Statement:

For every individual, who wants a 100% natural product that offers
rejuvenation and freshness, the Sugarcane Vita is a packaged drink that
provides energy and refreshment at affordable prices, best quality and
value for your money.

Point of parity: Different flavor Tetra packing

Point of difference: 100% pure juice.

Distribution Channel Overview


The greatest objective is to establish our new brand in the industry. The
marketing strategy will seek to first create customer awareness regarding
the product and establishing connections with targeted markets and work
toward building customer loyalty and referrals.
The major marketing strategies are-

Increase awareness and image.

Cross selling.
Quality and test leadership.
Mass distribution.
Increase awareness and Image: Informing the consumers about our new product
ACME Sugarcane Juice. Through, advertisement, leaflets, events we can increase
awareness of the product and establish image of our product.
Cross Selling: We can use our existing distributors to distribute our new product. We
will also be able to cross sell our new product with our existing products. This will help us
promoting our new product to the market.
Quality and test leadership: Our strategy is for being the quality and test leader in
the market. We will offer the best quality drink in the market which will make us quality
leader in the market. We are also offering the best test in the soft drink market.
Mass distribution: We will also going for mass distribution of our product. We want to
distribute our product each and every corner of the country. We hope to make our
product available to all the customers within 2011. Consumers will get the drink where
ever he of she goes.

Marketing Mix
Sugarcane-vita Juice marketing mix is comprised of the following
approaches to promotion product, price, place, marketing communication,
marketing research(R & D) and customer service.


Pricing strategies are most important stage in marketing mix. As we are going to launch
a new product in the market, we do not have any idea whether the price would be
accepted or not by the customers. If we select extensively high price, customers will not
buy and volume of sales
will be very low. On the other hand setting lower price will not cover our costs. So we ha
ve to consider the following things in selecting price.
Acceptance of product:

As our product faces competition against both other juice and beverage drinks, price of
our product should be accepted by customers. Our product fulfills both juice needs and
beverage needs. For this extra utility we will charge higher price than our competitors.

RC Cola 15

Maintaining market share:

If our product is accepted by customers in near future, more competitors will enter in the
market. So our price should be such that can protect our market share in the
competition period. Moreover we will need to lower the price to hold the market share at
the time of competition.

Earning profit:

As a business our main objectives is to earn profit. So we should not set any price that
will not cover the cost of the product. After covering the cost we set a profit margin for
our pricing.

Each unit would cost the customer between Tk. 10 to Tk. 15 depending on the
flavor chosen and the local taxes of the corresponding state.
Price should be clearly printed on the package.


Use attractive POS displays at all retail outlets.

Ensure availability to keep up with the brand promise of quality service.

Pure and tasty product package in attractive eco-friendly packages which are convenient
to use.
Packages would use attractive color schemes and would highlight the brand name and
the logo with all mandatory information about its nutritive value.
Different color schemes to be used for different variants mentioned earlier.


The promotion of the product i.e. the advertisement, sales promotion and other
promotional tools can change the buying behavior because some of the individuals
highly influenced by the advertisement of the product. We have decided to use
integrated marketing communication in which there will be blend of different marketing
promotional tools that will convey clear and consistent message of our product to the
customers. These Promotional tools are given below,


Newspaper has the widest readership and circulation among our targeted market
these would carry most of the advertisements for the publication media. Also, the
print ads will be published in other much read newspapers like be designed, i.e.
half page and quarter page.


Tele commercials will be aired on sports channels and news channels as the
viewer ship of these channels is highly common among the targeted market.


Billboards will be placed at busy thoroughfares in big cities. Billboards will be our
most permanent and long lasting form of advertisement.
Promotional Vans:

Promotional vans would be deployed on public places which would distribute

sugar cane juice for free giving out the message of being an instant energy drink.
This campaign of free sampling would last for three months at least in order to
make people aware of the benefits and the attributes.

Unique Selling Proposition (USP):

The proposition must be so strong that it can move the mass millions, i.e., pull
over new customers to our product. Each advertisement must make a proposition
to the customer. Not just words, not just show-window advertising. Each
advertisement must say to each reader:

A Nutritious Drink for Health & Mind

Pricing system

Prime Variable Fixed Per profit Margin Selling Retailers

Product name cost cost Overheads Unit Price/unit selling
Total price
Junior sugarcane juice( 4 3.75 0.25 8 2 25% 10 13
Sugarcane juice(250ml) 9 5.25 0.25 14.5 2.5 17% 17 20

Sugarcane juice(500ml) 19 9.75 0.25 29 3 10% 32 36

Sugarcane juice (1liter) 39 15.25 0.25 54.5 5.5 10% 60 65

All of our administrative members are planning to measures to closely monitor quality
and customer service satisfaction to achieve our goals. This planning will enable us to
very quickly in correcting any problems that may occur. Other early warning signals that
will be monitored for sings of deviation from the plan include monthly sale and Monty

Marketing Organization:
Based on our organizational hierarchy
we have constructed a framework that
will help to manage and perform the
activities of our new product.

Control System
First we will set our central office in
Dhaka. From there we will keep
contact with the local representative
through mobile call, SMS and MMS.
The responsibility of local
representative will be to deal with the producers, send a copy of the deal to the head
office and make sure that the producers are getting the right price. The payment of
purchasing sugarcane will be cleared through banks, post offices and using several
We have two different ways to carry the product toward Dhaka office-

1. By Road
2. By Rail

Comparison and Contrast between Two Ways

Characteristics By Road By Rail

Cost High Low
Time Low High

Comparisons and Contrast between by road and by rail

The idea of sugarcane juice is new in Bangladesh. Our Sugarcane-Vita juice is an
innovative and new idea for marketing. Customers who are aware about their health
must accept our product. According to our marketing research(R & D), we see that our
product will be the best marketing product within a few years. We will achieve our
targeted market share and become the leader of the juice sector

1. Z. Dong et al.,A Nitrogen-Fixing Endophyte of Sugarcane Stems (A New Role for the
Apoplast), Plant Physiology, 1994, Vol 105, Issue 4 1139-1147

2. R. M. Boddey, S. Urquiaga, V. Reis and J. Dbereiner, Biological nitrogen

fixation associated with sugar cane, Plant and Soil, Volume 137, Number 1 /