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Tetra pack sugarcane juice  

IntroductionSugarcane 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 can’t be preserved for long

time. In India no company has launched sugar cane juice till now in tetra pack. The

methodology used in India is quite old and so many people don’t 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 packaging. 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 life2. 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. 

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Vision

          To evolve as one of the best Producer of quality sugarcane Juice which is

organically, grown extract juice scientifically and serve a totally natural and hygienic

DESI refreshment in our country and continue to retain the position, by improving the

quality and bringing the innovation in our product, to meet the customer changing needs.

So we can increase our profit.

Mission Statement

To refresh the people of all the ages with our product. We want to be at the top in the

field of juices and breweries.

Tag Line:

“Fresh Juice and Healthy Life”

Goals and Objective

Our objective is divided into different parts.

First year objective is to capture 8% market share of juice industry with sales

revenue of minimum 20 million and net profit of 3 million.

2nd year objective is to obtain 18% market share with sales revenue of 40 million

rupees net profit of 7 million. And five year our market share will be 30 %.

Continuous growth in sales

Increase the seasonal sale’s volume

Improve the company’s image

Delivering the good quality and taste to the consumers at a fair price

Issue:

Our main issue is about the perception of people about the sugarcane juice,

building brand is very difficult due to perception because they will think that it

is easily available in fresh form then why to buy it in tetra pack.

We must invest heavily on promotion of juice and also marketing plan will

change time to time because we are new in the market so we have to create

awareness in the customers about our product and to attract them.

Executive Summary

This report explains the marketing plan for launching a sugarcane Juice named

“Cane-O-Cool”. This product has been made by the United Private Limited .In the very

beginning of the report we have explained the mission and vision of the Sugarcane juice

and then we have further carried out our activities to achieve our goals and objectives. It

will be introduced in the market with the help of various promotional displays,

advertisement and distribution of free samples to the general public and financial

institution. This report examines that this product is initially launching in Whole India

domestic market. The study included both primary and secondary research. The primary

study focused on a survey of the competitors and the likings and disliking of people.

Through this strategy, company can penetrate more into the market and can attract the

bulk of customers. For this purpose we have conducted SWOT analysis of the

company to see the company’s strengths, weaknesses, opportunities and threats. Then

we have explained the purposes, benefits and objectives of our product.

Then we have made marketing strategies for our product. We have divided market into

different segments and decided to target the male, female, youngster mature and old age

people. We have also paid special attention to the packaging, color and price of the

product. We have decided to initially place the product in all the markets of Mumbai and

Delhi especially in the canteens of colleges and universities and retail outlets. We will

promote our product through electronic media, print media, cable, and outdoor sources.

We shall also conduct a market survey in future to know the opinion of public about our

product and develop our product accordingly to our customers changing needs and

demands.

Situation Analysis

A. Target Market SummaryTarget Audience

All health conscious individuals Students at every level (From school level to universities) Employees who work the entire day in hot conditions. Households and passengers. All the above targets are assumed to be living in hot, dry

weather conditions.

4.1 Market Demographics

Demographic segmentation

Age Gender Income

Company targeted customers above than 3 years & onward

Both male and female

All social classes

Geographic segmentation

City City City

Mumbai Delhi Chennai

4.2 Market NeedsIn summer people of all ages take soft drinks and juices to quench their thirst .So

Sugarcane juice in tetra pack is highly demanded by customers because it reduces the

thirst and it is useful for healthy life because it is hygienic and pure. So when it is easily

available at affordable price everywhere customers will prefer Sugarcane juice over soft

drinks because it has no side effects and it is safe.

4.3 Market TrendsIn target market there is trend of soft drinks and juices. People consume juices to have

a fit life and serve their guests as well. Also because juices are hygienic and nutritious

and have a good taste then soft drinks. In summer its usage is more so the availability

should be increased to meet the demand of customers.

4.4 Market Growth

Juices market expands very fast .A new research proves that in future (2012) every

person will use 85.5 liters juices per year.

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B. Swot Analysis3

4

Strength  

First mover Advantage:

We have introduced sugarcane juice in tetra pack for the first time. So it is an

advantage for us to make more customers than other new competitors because till the

time they take to enter the market, the customers will be used to our product.

Quality Conscious:

Rus-sip produces a good quality products. It does not compromise on quality.

No competitors:

We are the first ones to introduce sugarcane juice in a tetra pack and serve the

market.

Weaknesses

Storage ability:

Rus-sip juices cannot be stored for long time.

Loyalty:

There are competitors who are already dealing in juices and beverages, hence

consumers are loyal to the brand that is available in the market, attracting them

towards our brand will be a challenge.

Opportunities

 New flavor:

We can introduce flavored sugarcane juices. E.g., mint and ginger flavor etc.

Export:

We can export our product to foreign countries in order to earn more profit.

Global hub:

Manufacturing of some products is cheaper in India, hence it is known as the global

hub.

Support foreign investors :

Government supports foreign investors to invest in India.

Threats

Government Regulation:

They face a lot of problem if the government charges them taxes which force them to

raise the price of their product.

Increase in competition:

There is a large competition in the juice market

Entry barrier:

There are not many entry barriers, hence increase in competition.

C. Competition Overview

Manufacturers and producers of:

– Aerated drinks

– Branded and unbranded fruit juices

– Fruit based milk drinks

– Natural mineral water

– Fruit shakes

– Branded and unbranded coconut water

D. DISTRIBUTION CHANNEL OVERVIEW

We have our own distributors who deliver our products to the retailer.

E. Environmental Factors

Pest Analysis

Political analysis

Taxation Law

If government imposes heavy taxes on the industry then it badly effects the industries

growth. The taxes are imposed by the government and hence it varies from industry to

industry.

Labor Laws

Labor is being privileged here having all the laws. Rus-sip company also follow these

law like government announce minimum salaries of a employee Rs 6000.

Take over of military

Controlled democracy

Role of Army in Government

Economic analysis

Inflation Rate:

Now in India inflation rate is almost 11.25% so if it further increases then prices of juices

will also be affected.

Social Factor

Health consciousness:

Today people are more health conscious, so Rus-sip juices- by identifying this need of

the consumers are also producing health conscious juices with more vitamins.

Technological analysis

India is considered as developing country. Although it is nuclear power yet it lacks

behind in other technologies. Now it has made good progress in digital revolution but still

it has to import heavy machinery from developed countries.

Marketing Strategies

1. Positioning strategy

Branding is 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 customers 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.

Point of parity

Different flavor

Tetra packing

Point of difference

100% pure juice

2. Product strategy

Core benefit:

Core benefit means the services and benefits the customer is really buying.

Our customer fulfills its need of thrust and refreshment by buying our Rus-sip juice.

Basic product:

It means what specifically the actual product is.

Our actual product is juice

Augmented product:

Products that include design, features and packaging that go beyond consumer

expectations and differentiate the product from competitors.

Our juice taste and flavor is according to the customer expectations because we provide

100% pure juice. We have no compromise with quality

Following things include in the sale of product,

Design:

The design of sugarcane juice that it will be in attractive and stylish tetra pack in

following size,

250ml 5

500ml

1000ml

Features:

5

The features of our product are,

Useful for healthy life

Good in taste

Help to digest food

Packaging:

Our product will be in tetra pack which will be attractive and eye catching.

3. Pricing strategy

The price of the product can also influence the buying behavior of the consumers because in India there is different level of classes based on the income difference so price is the one of the important factor, so we must set the price of the product that is afforded by all the social classes of the region. So we use penetration pricing strategy. Also the price will depend on the flavor chosen and the local taxes of the corresponding state.Price will be clearly printed on the package

Price Structure

(Consumer price)

250ml 18 Rs.

500 ml 30Rs.

1000ml 60Rs.

   4. Channel of Distribution

The place of the distribution and availability of the product also influence the buying

behavior because if the product is in reach of the consumer he will prefer it and if it is

hard to find the product in the market he will never buy that product. So we will provide

our product to all the distributors and they will provide it to famous retailers. Because of

this our product will be available at more shops and our sales will increase.

5. Promotion strategy:

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,

Newspapers

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.

Television

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

Manufacturer

Distributor

Retailer

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.

6. Marketing Research(R & D)

After analyzing the demand and need we have developed a product sugarcane juice

in tetra pack. In marketing research we analyze about the demand and trends of market as

well as about customers. The product concept defines the purpose of the product, its

suitability and business advantages for the envisaged market. 

Market Survey

Number of people is 200.

Q1. Do you think sugarcane juice should be sold in tetra pack?

Q2. Do you think sugarcane juice is more refreshing than an

irrated drink?

Opinion

YesNo

Q3. Would you buy a tetra pack of sugarcane juice rather than

a coke?

Opinion

YesNo

Q4. Do you want sugarcane juice to be sold at your local

general store?

Q5. Would you prefer sugarcane juice over other juices?

Q6. Who do you think will be the closest competitor for tetra

packed sugarcane juices?

Other Juices

Irrated drinks

Milk product drinks

All

Q7. In which part of the coutry will tetra packed sugarcane

juice will be most likely to have a stand?

North

East

West

South

Q8.How much will you be willing to pay for tetra packed

sugarcane juice?

Minimum

Average

Maximum

Can’t say

Q9. What size do you think sugarcane tetra packs should be

available in?

300ml

500ml

150ml

All

Q10. Where do you think sugarcane tetra packs will be sold

most?

Restaurants

Markets

Residential areas

Malls

Reference

1. http://www.sugarindia.com/sugarcanejuice.htm

2..http://www.wisegeek.com/what-is-sugar-cane-juice.htm

3.http://www.articlesbase.com/drinks-articles/sugar-cane-juice-1235890.html

10.http://www.sugarindia.com/sugarcanejuice.htm