marketing plant for the launching of a product of your own choice

Topic: Marketing plant for the launching of a product of your own choice.

Topic: Marketing plant for the launching of a product of your own choice.Course Title: Principle of Marketing.Course Code: MKT-321Department of NFE

Submitted By.. MOHAMMED NAFEEZ AL AMIN

Dedicated toOur honurable teacher & All of our nearest & Dearest classmates.

Presented BYMasum BillahID: 152-34-426

Mehedi HasanID: 152-34-432

Emran HosainID: 152-34-440

Shakhaowat HossainID: 152-34-444

Md. Mizanur RahmanID: 152-34-450

Company Name:Akij Food & Beverage Ltd.

Location of Company:Barobaria, Dhamrai, Dhaka.

Company Overview:Akij Food & Beverage(AFBL), a unit of Akij group, into business in year 2006. It manufacturing of variety of snack and beverage products selling them to the local market as some of the international market. AFBL was a project of TK-950 crore (appox) the investment was being made by the parent company Akij Group itself, no financial sourcing was made. And any further investment needed will be supported by the company as well.

Company Marketing Plant:Very first time of the company they want to made the cola flavour for the local market. Mojo is the first product of company and it is the first cola flavour local product in Bangladesh. Speed is the brand product of this company, about 60% profit came from speed. In 2015 the earn about 103 crore tk (appox) profit only for sells speed.

List of Products, Prices, Pictures & Availability:

Product Name: SpeedPrice:Speed 250ml CAN: 32tkSpeed 250ml PET: 25tkAvailability: All over the Bangladesh.Exported Country: USA, UK, UAE, Maldives, Singapore, India, Brunei, Oman, Bahrain, Malaysia, Qatar, KSA, Nepal, Somalia, Somaliland, Kuwait, Mauritius.

Product Name: MojoPrice:Mojo 250ml: 15tkMojo 500ml: 25tkMojo 1000ml: 50tkMojo 2000ml: 90tkMojo 250ml CAN: 25tkAvailability: All over the Bangladesh.Exported Country: Maldives, Singapore, India, Brunei, Oman, Bahrain, Malaysia, Qatar, KSA, Nepal, Somalia, Somaliland, Kuwait, Mauritius.


Product Name: Clemon.Price:Clemon 250ml: 16tkClemon250ml CAN: 25tkClemon 500ml: 28tkClemon 1000ml: 55tkClemon2000ml: 90tkAvailability: All over the Bangladesh.Exported Country: Maldives, Singapore, India, Brunei, Oman, Bahrain, Malaysia, Qatar, KSA, Nepal, Somalia, Somaliland, Kuwait, Mauritius.


Product Name: Frutika Mango, Grapes, Orange Fruits Drinks:

Price:Frutika 250ml: 22tkFrutika 500ml: 40tkFrutika 1000ml: 70tkAvailability: All over the Bangladesh.Exported Country: Maldives, Singapore, India, Brunei, Oman, Bahrain, Malaysia, Qatar, KSA, Nepal, Somalia, Somaliland, Kuwait, Mauritius.


Analysis for Launching a New Product:Product Name: Clemon.

Introduction of Clemon:We want introduced a new product in our existing products line Clear Drink, Lemon flavoured Carbonated Soft Drinks (CSD) -CLEMON. In CSD market clear drinks play a major role. The major brand sare 7up, Sprite, Upper lO, etc. Day by day people are ignoring color drinks due to positive health caution.

Product Profile:Generic name : Lemon flavoured Carbonated soft drinksBrand name CLEMONSku- 250ml (PET &can) 500,1000,2000ml (PET)Bottle & Cap color- Green & White (Respectively)Packaging: Can printed (250 ml)

Analysis for Launching a New Product:

Market Segmentation:We have seen that Clemon developed three segments of our customers. They are Demographic, Psychographic, and Geographic.

Demographic: under this segmentation come social and economic factors that influence the buying behaviour of the customers. It is the statistical representation of the social and economic characteristics of people like age, sex, income, occupation etc. now if we look at the factors that included in the demography we will find our target customers in those sub segmentations.

Geographic segmentation: Under this geographic segmentation, We have target customers residing in different areas of our country. Mainly Clemon have targeted the whole country and our target is mass. Wherever their target customers match the characteristics of the Demographic and Psychographics egmentation becomes our target customer.

Psychographic Segmentation: Under this Psychographic segmentation, different factors actually affect their advertisement and advertising message.

Those factors are: Life style: Actually, people with funky lifestyle are Clemons target customer. Here especially the school and college-going students who drinks the soft drinks regularly and drinks it with a different style is their coustomer. Followers of the western culture and life style are Clemon's main target customers.

Market Segmentation:

Target market:Identifying the consumer target is important because different consumers may have different brand knowledge structures and thus different perceptions and preferences for the brand. For our product we have a target market that is all over the country.

Launching Activity:Strength:Huge production capacityLot of logistic support from other concernOwn marketing channelCompany goodwill

OpportunitiesA big market of 16 krs peopleConsumers are not always brand loyal to foreign brandCSD is a ready marketMargin is very high

Threats: Threats from multinational competitors Threat from natural drinking water Threat from local CSD producers

PROMOPTION:TV commercials:Clemon will come up with a very enthusiastic advertisement to reach the target market. We made the very colorfull, enthusiastic and thematic adds. The advertisement will come up with two stages. In the first stage of the advertisement the ad will introduce the element of the package of clemon. As the package design of Clemon Shows that a lemon world where everything is made of lemon. So the ad Will Show that a lemon World under the sea where birds, frog, cycle, fish and above all the sun is made of lemon. The main message of the ad is if anybody wants to be fresh he or she needs to drink Clemon and the person will be in the lemon world to become fresh.In the second stage of the ad it will be shown that a young boy is tired and he drinks the Clemon and goes to a lemon World where everything is made of lemon and find himself fresh. This ad's message is that to remain fresh all the time everyone always needs to take Clemon.

News Paper/Magazine Advertisement:Clemon has started our marketing campaign with the launching of the product in the market. This launching campaign was mainly held by the newspaper and magazine insertion. The newspaper ad contained the tag line "Live Fresh".

Trade Promotion:We can be given some trade promotion to the retailers. In the first phase of our operation we gave the retailer a chance to earn free case, if the retailer can sell 20 cases per week. A part from that, in the introduction stage Clemon for a certain period of time gave the retailer the drink for free and was asked to pay after sales. This trade promotion made the retailer to act asin fluencer for many customers. Clemon also managed to book some she lves,so that they can encourage sale and maximize exposure.

PROMOPTION:

Launching Budget:In launching budget estimate we determine the cost of..Man power costRaw materials costProcessing costDistribute costMarketing costVarious offers & promotion costAdvertisement costProcess loss & WastageIf we want to launching a new product in market and we have enough capital for that we budget about 100 crore tk.

Thanks All