Jacky Juice, Promoting a new product

Report on Marketing and Promotion Plan of Jacky Juice

Business Plan of Jacky Juice

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A report on

Marketing and Promotion Plan

Of Jacky Juice

Course Title: Digital Banking Course Code: FNB – 401

Submitted to:

Mr. Abu Sadat Muhammad Ashif Senior Lecturer Department of Business Administration East West University Submitted by:

Sadia Islam (Student ID: 587) Fahmida Sultana (Student ID: 588) Tanima Sarker (Student ID: 594)

Department of Finance and Banking Jahangirnagar University

Savar, Dhaka-1342

23rd July, 2014


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23rd July, 2014

Mr. Abu Sadat Muhammad Ashif

Senior Lecturer

Department of Business Administration

East West University

Subject: Submission of the report on “Marketing Plan and Promotion Plan of Jacky Juice.”

Dear Sir:

Here is the report on “Marketing Plan and Promotion Plan of Jacky Juice.” that you assigned as a part

of our Digital Banking course requirement.

We, the students of department of Finance & Banking want to inform you that we have completed the

report on your given date. We have worked on secondary data and those have collected through internet.

Therefore, here is the submission of our report. If you want to discuss something please do some personal discussion with us and that will our honor.

Sincerely yours,

Sadia Islam Fahmida Sultana Tanima Sarker (Student ID- 587) (Student ID: 588) (Student ID: 594)


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Acknowledgement

We are so much grateful to the God first, who has given us the abilities to accomplish this research work.

Next, we would like to thank our respected course instructor Mr. Abu Sadat Muhammad Ashif, Senior

Lecturer Department of Business Administration at East West University, who gave us the opportunity to

work on this topic and co-operated us with all kinds of rational suggestions and guidance. Hence

assistance and cooperation of many other people in different stages of this report preparation helped

us to add more beauties to the report. At this event of the report submission we sincerely

remember all of them and express our gratitude to them.

At last but not the least, we are grateful to our ever-respected parents those who always give us mental

support and well wishes.


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Table of Contents

Name Page No.

1.0 Executive Summary 08

2.0 Management and Organization 2.1 Introduction 2.2 Corporate set up 2.3 Bio-data of the proprietor 2.4 Proprietors experience

10 10 10 10 10

3.0 Project Description 3.1 Project Purpose and Design 3.2 Benefits 3.3 Production Capacity 3.4 Raw Materials 3.5 Capital Inputs 3.6 Other Fixed Costs 3.7 Utilities

11 11 11 11 11 12 13 13

4.0 Production Procedure 4.1 Jack Fruit Juice 4.2 Method of Preparation 4.3 Graphical Outlook of Manufacturing Process 4.4 Graphical Outlook of Production Process

14 14 14 14 15

5.0 Financial and Economic Evaluation 5.1 Project Cost 5.2 Sources of Finance 5.3 Projected Sales Revenue 5.4 Cost of Goods Sold 5.5 Sales Ratio 5.6 Projected Income Statement 5.7 Operating Ratios 5.8 Projected Balance Sheet 5.9 Estimated Cash Flow Analysis 5.10Liquidity Ratio 5.11 Break-Even Analysis 5.12 Pay Back Period 5.13 Sensitivity Analysis

16 16 16 17 17 17 18 18 19 20 21 21 21 22

6.0 Marketing Aspect 6.1 Current Market Situation 6.2 Current Market Share 6.3 Marketing Opportunities 6.4 Market Segmentation 6.5 Demand and Supply 6.6 Market Trends 6.7 Target Market

23 23 24 24 24 25 25 25


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6.8 Market Position 6.9. Promotional Strategies

6.9.1 Marketing Strategy 6.9.2 Pull Strategy 6.9.3 Push Strategy 6.9.4 Distribution Strategy

6.10 Global Competitors 6.11 Promotional Activities

26 26 26 26 26 27 28 28

7.0 Socio Economic Evaluation 7.1 Regulatory Framework 7.2 Business Development Services 7.3 Constraints

29 29 29 29

8. SWOT Analysis 31

9.0 Conclusion and Recommendation 33


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1.0 Executive Summary

This report is an assigned job as a partial fulfillment of course requirement by honorable Course teacher

Mr. Abu Sadat Muhammad Ashif, Senior Lecturer Department of Business Administration at East West

University. It is the optimum aggregated outcome of 3 pupils’, as group about a report on “Marketing

Plan and Promotion Plan of a New Product.”

Bangladesh is a land of fertile. Here different types of fruits are grown. Among them jackfruit is one of

the most testy and nutrias fruits. In this country there are different types of juice are being marketed by

different companies. But jackfruit is unexplored area of juice production in Bangladesh. So we have

decided to produce juice by jackfruit and want to capture the unexplored market of juice.

1.1 Name of the Project : Jacky Juice.

1.2 Purpose of the project : Making pure Jackfruit Juice

1.3 Address : Vill.: Takshal

P.O. + Sales Projection.: Gazipur Sodor

Dist.: Gazipur

Project Location : Gazipur

1.5 Present Status : Presently the project is running in ownership.

1.6 Main Promoters :

Name Address Present Status

Mrs. Sadia Islam Vill + P.O. – Bhanga Bari, Upazilla- Belkuchi,

Dist- Sirajgonj

Proprietor

1.7 Employment Potential : Permanent – 20 (Full Time Basis)

1.8 Project Cost : Taka 124,490,000


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1.9 Major Fixed Cost :

Particulars Total Project Cost (Taka)

Land and land development 6,000,000

Building and other civil Works 19,495,000

Plant & Machinery 43,500,000

Furniture 1,855,000

IT Equipment 1,125,000

Pre-operating Expenses 4,921,500

1.10 Proposed mode of Finance :

Particulars Total Financing (Taka)

Sponsors' Equity 82,985,034

Bank Loan (Working Capital) 41,492,517

1.11 Promoter-Loan Ratio : 67:33

1.12 Total Working Capital Requirement : Tk 552,339,974

1.13 Time Schedule for Project Implementation : 1 Year

1.14 Pay-back Period : 3.54 years

1.15 Internal Rate of Return : 17%

1.16 Net Present Value : 112,843,940

1.17 Break-Even (Sales) : Tk. 418,518,733


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2.0 Management & Organization

2.1 INTRODUCTION

The project envisages setting up of a Jackfruit juice company at Vill.: Takshal, P.O. + Sales Projection.:

Gazipur Sodor, Dist.: Gazipur. A profile has been prepared about the project covering details of its

probable cost, profitability and other relevant aspects. The sponsors have gathered some experience in the

beverage businesses. It is expected that with the help of the hired expertise they will be able to lead the

company & achieve desired goal.

2.2 CORPORATE SET-UP

a. Corporate Set-up : Proprietor

b. Trade License : 549/2011/2012

c. TIN of the Promoter : 185-101-3391/ Cir- 128: Zone: 6

2.3 BIO-DATA OF THE PROPRIETOR:

At present, we are working as a student at Jahangirnagar University. We are starting our business project

named Jacky Juice. It worth mentioning, we started our business in the village of Baraivikora, Betila,

Mitora union, situated in Manikganj District. Now I am willing to expand and commercialize the existing

beverage business. In this connection, I have attached all the necessary documents for your kind

consideration.

2.4 PROPRIETORS EXPERIENCE:

The overall management of the project will be under the supervision and guidance of Mrs. Sadia Islam,

owner. She is highly industrious and earned adequate knowledge in the management of business

organization.


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3.0 Project Description

3.1 PROJECT PURPOSE AND DESIGN

Jackfruit (Artocarpus heterophyllus) is recognized as the National Fruit of Bangladesh. It is grown in all

districts. Presently, Bangladesh cultivates jackfruits in 79 thousands hectares of land producing about

1,352,084 tons fruits in a year (DAE, 2012). Yield per hectare is 17 MT which could be increased three to

five times more if commercial gardens are established and proper and intensive management practices are

adopted. The highest volume of production takes place in Dhaka, Gazipur, Tangail, Khagrachari,

Rangamati, Maymansingh, Moulvibazar, Narsingdi, Dinajpur and Rangpur. Modhupur is the heart of best

quality Jackfruit growing areas. It has a very short harvest season (2-3 months) and all consumed fresh.

Since there is no processing it is not available in rest of the year for consumption. During harvest in June

to August it is over consumed and sold at a throw away prices. The scope of processing will be increased

many fold with increase of yield per hectare.

3.2 BENEFITS

This product will be available all year round for consumption and we will get better prices and there will

be new employment opportunities. Local demand for jackfruit will increase. New processed products of

Jackfruit will be available in the markets. Consumer will get jackfruit processed products in the grocers’

shops. Market opportunities will increase. Increased production will make import substitutions. There are

reports that canned jackfruits are imported from Thailand. We can make a competitor for them.

3.3 PRODUCTION CAPACITY

The estimated attainable capacity of the project will be 60%, 65%, 70%, 75% and 75% in the 1st, 2

nd, 3

rd,

4th and 5

th year respectively. The annual rated capacity of the project based on 300 working days in a year

will be as under:

3.4 RAW MATERIALS

For making Jackfruit juices following materials are needed:

Pulp

Sugar

Water

KMS (Potassium metabisulphite)

Final weight of the product

Fruit TSS 14º Brix

Taste Refreshing

Color Yellow orange

The required raw materials will be locally available.


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3.5 CAPITAL INPUTS

LAND AND LOCATION

Land of around 10 decimals with built up area of 1200 sft shall be adequate. The main production

hall would occupy around 600 sft whereas balance area of around 600 sft can be suitably divided

into godown, packing room and factory office. Cost of land could be about Tk. 60 Lac.

BUILDING AND CIVIL WORKS

Floor area would be required for production, raw materials and finished goods godown, office

building, laboratory, labor shed, guard room and feed etc. Based on recent market prices of

construction materials, the total cost of Civil engineering works have been estimated at Tk.

19,495,000.

MACHINERY AND EQUIPMENT

As per the description of the project proposal, the project will be equipped with most modern,

sophisticated, complete and balanced machinery together with all auxiliaries and equipment. The

main machinery for the project will be procured through local agents from the worldwide reputed

manufacturers. Based on recent quotations, cost of the machinery and equipment is estimated at

Tk. 44,625,000.

INSTALLATION OF MACHINERY

Installation of main machinery will be done by local technical personnel under the direct

supervision of supplier of the machinery. The sponsors will execute agreements with suppliers in

this regard.


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3.6 OTHER FIXED COST

a) Furniture/fixtures

The project will require office furniture & fixtures, Ceiling fan, Air Conditioner etc which will

cost Tk 1.855000.

b) Safety Provision

The plant will be adequately equipped with safety provision like fire fighting, first aid and

medical equipment etc.

c) Preliminary expenses

It is assumed that for implementation of the project pre-production expenditure for an Amount of

Tk. 4,921,500 will be required.

d) Transportation

The project will require 1 Pick-up van and 1 motorcycle, 2 rickshaw vans.

e) Repair and Maintenance

The annual requirement of repair and maintenance for the machinery has been estimated @ 0.5%,

0.75%, 1.00%, 1.50%, and 2.00% for 1st, 2

nd, 3

rd, 4

th and 5

th years and onward respectively. The

maintenance expenditure for building has been estimated as machinery per annum.

3.7 UTILITIES

Utilities

Water

Required water will be arranged from projects own system.

Power

Electricity connection is available within 50 yards of the project area. We have informed that a

generator of 50 K V A capacities for the project will be purchased.

Manpower Requirement

The estimated manpower requirement and the remuneration of various levels have been worked

out and shown in the following tables:


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4.0 Production Procedure

4.1 JACKFRUIT JUICE

Ingredients

Ingredients Amounts

Pulp 150g

Sugar 140g

Water 710ml

KMS (Potassium metabisulphite) 140mg

Final weight of the product 1kg

Fruit TSS 14º Brix -

Taste Refreshing -

Color Yellow orange -

4.2 METHOD OF PREPARATION

Cut ripe fruit in half lengthwise. Carve out the core of the fruit Scoop out the bulbs. Cut the end of the

bulbs to remove the seeds. Homogenize the pulp using a pulper or blender. Boil the pulp for 5 minutes in

a stainless steel boiling pan. Cool the pulp. Add pectin-degrading enzyme according to instructions on the

packet. Keep the mixture at room temperature overnight. Filter the extract using a muslin cloth or

stainless steel filter. Prepare a 50% sugar syrup solution at 90º C by dissolving 500 g sugar in a small

amount of water and make the volume up to 1 litre. Combine the fruit juice (30%) and sugar syrup (70%).

To obtain 1 litre of the beverage mix 300 ml juice and 700 ml sugar syrup. Add a preservative such as

sodium meta-bisulphite (concentration up to 0.05%)(Optional). Pour into pre-sterilized bottles by using

either a jug and funnel or a stainless steel bucket with an outer tap. Cap the bottles. Pasteurize the sealed

bottles at 80-95ºC for 10-20 minutes. Cool the bottles to room temperature by immersing in cool water

Label.

4.3 GRAPHICAL OUTLOOK OF MANUFACTURING PROCESS


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4.4 GRAPHICAL OUTLOOK OF PRODUCTION PROCESS


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5.0 Financial and Economic Evaluation

5.1 PROJECT COST

Particulars Total Project Cost (Taka)

Land and land development 6,000,000

Building and other civil Works 19,495,000

Plant & Machinery 43,500,000

Furniture 1,855,000

IT Equipment 1,125,000

Pre-operating Expenses 4,921,500

Contingency Expenses 47,593,500

Total Cost 124,490,000

5.2 SOURCES OF FINANCE

source of financing

Debt

equity

Particulars Financing

Equity 82,997,483

Project Loan 41,492,517

Total 124,490,000

Debt/ Equity Ratio 67:33


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5.3 PROJECTED SALES REVENUE

Unit Year-1 Year-2 Year-3 Year-4 Year-5 Year-6 Year-7

Sales in qantity CAN(500ml)

1,150,000 1,380,000 1,656,000 1,987,200 2,384,640 2,861,568 3,433,882

Selling price Taka/ CAN

35 42 50 60 73 87 105

Sales in value- Total

Taka 40,250,000 57,960,000 83,462,400 120,185,856 173,067,633 249,217,391 358,870,043

5.4 COST OF GOODS SOLD

Particulars Unit Year 1 Year 2 Year 3 Year 4 Year 5 Year 6 Year 7

Raw Materials Taka/Can

15 18 22 26 31 37 45

Overhead - exc. depreciation

Taka/Can

3 4 4 5 6 7 9

Depreciation Taka/Can

1 1 1 1 1 1 1

Product cost Taka/Can

19 23 27 32 38 46 55

Cost of goods sold- Total

Taka/Can

21,850,000

31,188,000

44,579,520

63,797,069

91,390,851

131,030,512

187,997,161

5.5 SALES RATIOS

Ratios Year 1 Year 2 Year 3 Year 4 Year 5 Year 6 Year 7

Raw Materials to Sales % 43% 43% 43% 43% 43% 43% 43%

Overhead to sales % 9% 9% 9% 9% 9% 9% 9%

Dep to sales % 3% 2% 2% 2% 1% 1% 1%

COGS to Sales % 54% 54% 53% 53% 53% 53% 52%


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5.6 PROJECTED INCOME STATEMENT

Particulars Year 1 Year 2 Year 3 Year 4 Year 5 Year 6 Year 7

Net Sales 40,250,000 57,960,000 83,462,400 120,185,856 173,067,633 249,217,391 358,873,043

Cost of Goods Sold (21,850,000) (31,188,000) (44,579,520) (63,797,069) (91,390,851) (131,030,512) (187,997,161)

Gross Margin 18,400,000 26,772,000 38,882,880 56,388,787 81,676,782 118,186,879 170,875,882

Operating expenses (2,213,750) (3,506,580) (5,554,423) (8,798,206) (13,936,358) (22,075,191) (34,967,102)

Profit before Interest and Tax

16,186,250 23,265,420 33,328,457 47,590,582 67,740,424 96,111,689 135,908,780

Interest Expenses (13,749,533) (16,158,989) (19,608,749) (24,557,670) (31,666,984) (46,592,483) (61,731,513)

Profit before Tax 2,436,717 7,106,431 13,719,708 23,032,912 36,073,439 49,519,206 74,177,268

Taxation (731,015) (2,131,929) (4,115,912) (6,909,874) (10,822,032) (14,855,762) (22,253,180)

Profit after tax 1,705,702 4,974,502 9,603,796 16,123,038 25,251,408 34,663,444.13 51,924,087.32

Profit distribution - - - - - - -

Retained Profit during the Year

1,705,702 4,974,502 9,603,796 16,123,038 25,251,408 34,663,444 51,924,087

Retained Profit B/f - 1,705,702 6,680,204 16,283,999 32,407,038 57,658,445 92,321,889

Retained Profit C/f 1,705,702 6,680,204 16,283,999 32,407,038 57,658,445 92,321,889 144,245,977

5.7 OPERATING RATIOS

Ratios Year 1 Year 2 Year 3 Year 4 Year 5 Year 6 Year 7

Sales Growth % - 44% 44% 44% 44% 44% 44%

Gross Profit Growth

% - 46% 45% 45% 45% 45% 45%

Gross Profit to Sales

% 46% 46% 47% 47% 47% 47% 48%

Net Profit to Sales

% 4% 9% 12% 13% 15% 14% 14%


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5.8 PROJECTED BALANCE SHEET

Y-1 Y-2 Y-3 Y-4 Y-5 Y-6 Y-7

Fixed Assets at Cost 124,490,000

124,490,000

124,490,000

124,490,000

124,490,000

124,490,000 124,490,000

Less: Accumulated Depreciation

16,927,143

33,854,285

50,781,428

67,708,571

84,635,714 101562856.3

118490000

Net Value 107,562,857

90,635,715

73,708,572

56,781,429

39,854,286 22,927,144 6,000,000

Current Assets

Stock 3,977,083 5,704,000 8,186,160 11,754,950

16,887,385 24270140.99

34891771.66

Debtors 46,000,000

66,240,000

95,385,600

137,355,264

197,791,580

284819875.4

410140620.6

Cash and Bank balance 44,993,058

67,028,540

93,614,578

126,622,189

168,638,354

262,675,797 334,959,488

94,970,141

138,972,540

197,186,338

275,732,404

383,317,319

571765813.5

779991880.4

Total Assets 202,532,998

229,608,255

270,894,909

332,513,833

423,171,605

594,692,957 785,991,880

Share capital 82,997,48

3 82,997,48

3 82,997,48

3 82,997,48

3 82,997,483 82,997,483 82,997,483

Revenue Surplus 1,705,702 6,680,204 16,283,999

32,407,038

57,658,445 92321889.32

144245976.6

Equity 84,703,185

89,677,687

99,281,482

115,404,521

140,655,928

175,319,372 227,243,460

Project Loan 37,379,87

3 32,773,71

1 27,614,81

0 21,836,84

1 15,365,515

.25 8,117,631 0

Current Liabilities

Accounts payable 718,750 1,035,000 1,490,400 2,146,176 3,090,493 4,450,310.55

6,408,447.20

Short Term Loan 79,731,191

106,121,857

142,508,217

193,126,296

264,059,669

406805643.7

552339973.6

80,449,941

107,156,857

143,998,617

195,272,472

267,150,162

411,255,954.24

558,748,420.79

Total liabilities 202,532,9

98 229,608,2

55 270,894,9

09 332,513,8

33 423,171,60

5 594,692,957

.25 785,991,880


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5.9 ESTIMATED CASH FLOW STATEMENT

Y-0 Y-1 Y-2 Y-3 Y-4 Y-5 Y-6 Y-7

Net profit after tax - 1,705,702 4,974,502 9,603,796 16,123,038 25,251,408 34,663,444.13 51,924,087.32

Adjustment for:

Depreciation - 16,927,143 16,927,143 16,927,143 16,927,143 16,927,143 16,927,143 16,927,143

Increase/ Decrease in Stock

- (3,977,083) (1,726,917) (2,482,160) (3,568,790) (5,132,434) (7,382,756) (10,621,631)

Increase/ Decrease in Trade Debtors

- (46,000,000) (20,240,000) (29,145,600) (41,969,664) (60,436,316) (87,028,295) (125,320,745)

Short term loan repayment

- 79,731,191 26,390,667 36,386,360 50,618,078 70,933,373 142,745,975 145,534,330

Increase/ Decrease in AccountsPayable

- 718,750 316,250 455,400 655,776 944,317 1,359,817 1,958,137

- 47,400,000 21,667,143 22,141,143 22,662,543 23,236,083 66,621,883 28,477,233

Net Cash from Operatingactivities

- 49,105,702 26,641,644 31,744,938 38,785,581 48,487,490 101,285,327 80,401,321

Cash flow from Investing Activities

Purchase of Fixed Assets

(124,490,000) - - - - - - -

Sales of Fixed Assets

- - - - - - - -

(124,490,000) - - - - - - -

Cash flow from Financing Activities

Share capital 82,997,483

Project Loan (paid)/ received

41,492,517 (4,112,644) (4,606,162) (5,158,901) (5,777,969) (6,471,325) (7,247,885) (8,117,631)

Dividend Paid - - - - - - - -

Net Cash Flow from Financing Activities

124,490,000 (4,112,644) (4,606,162) (5,158,901) (5,777,969) (6,471,325) (7,247,885) (8,117,631)

Net Increase /( Decrease) in Cash

- 44,993,058 22,035,483 26,586,037 33,007,612 42,016,165 94037442.83 72,283,690

Add:Opening Cash and Cash Equivalent

- - 44,993,058 67,028,540 93,614,578 126,622,189 168,638,354 262,675,797

Closing Cash and CashEquivalent

- 44,993,058 67,028,540 93,614,578 126,622,189 168,638,354 262,675,797 334,959,487

44,993,058 67,028,540 93,614,578 126,622,189 168,638,354 262675797.1 334959488.1

12,449 12,449 12,449 12,449 12,449 12,449 12,448


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5.10 LIQUIDITY RATIO

Year-1 Year-2 Year-3 Year-4 Year-5 Year-6 Year-7

Current Ratio

1.80 1.30 1.37 1.41 1.43 1.39 1.40

Quick Ratio 1.13 1.24 1.31 1.35 1.37 1.33 1.33

Debt-Equity ratio

1.39 1.56 1.73 1.88 2.01 2.39 2.46

5.11 BREAK-EVEN ANALYSIS

We got our breakeven point in around 4 years. Our break-even unit sales are 7,780,625 units and tk

418,518,733.

5.12 PAY-BACK PERIOD

Payback Period

Figures in "000" taka

Year NCB Cum. NCB PBP

0 (124,490,000) -

1 49,105,702

49,105,702

1.00

2 26,641,644

75,747,346

1.00

3 31,744,938

107,492,285

1.54

4 38,785,581

146,277,866

-

5 48,487,490

194,765,356

-

6 101,285,327

296,050,683

7 86,401,321

382,452,004

Total time Year 3.54


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5.13 SENEITIVITY ANALYSIS

On the basis of market perception we made 2 types of sensitivity analysis:

For the change in sales (5% decrease in sales)

For the change in COGS (5% increase)

0

20000000

40000000

60000000

80000000

100000000

120000000

140000000

160000000

Year-1 Year-2 Year-3 Year-4 Year-5 Year-6 Year-7

profit @ expected sales

profit @ 5%decrease in sale

0

20000000

40000000

60000000

80000000

100000000

120000000

140000000

160000000

profit @ expected sales

profit @5% increase in COGS


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6.0 Marketing Aspect

6.1 CURRENT MARKET SITUATION

Currently in Bangladesh, the national economy and marketplace are undergoing rapid changes and

transformation. A large number of reasons could be attributed to these changes; one of the reasons in

these changes in the Bangladesh’s Market situation is Globalization, and the subsequent and resulting

explosive growth of global trade and the international competition. The other reason for these changes in

the Bangladesh’s Market situation is the technological change. This is an important factor because the

technological competitiveness is making, not only the Bangladesh’s market, but also the global

marketplace competitive. In the Bangladesh’s Marketing situation, the market success goes to those

companies that are best matched to the current environmental imperatives. Those companies that can

deliver what the people want and can delight the Bangladesh’s customers are the market leaders. Today

the companies are operating in such a marketplace where survival of the fittest is the law. In order to win,

the companies are coming out with various new and evolving strategies because the Bangladesh’s

market is also changing very fast. It is to capture the Bangladesh’s market, that the domestics companies

and the Multi-National Companies are using all of their Resources. In order to get the current market

share of juice we surveyed among 100 people of dhaka and asked their preference for juice when they are

thirsty.

6.2 CURRENT MARKET SHARE

Name Position

Pran 18%

Frootica 17%

Froto 12%

Shezan 8%

Slice 13%

Acme 12%

Others 15%

Empty 5%


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Fig: Current market share

6.3 MARKETING OPPORTUNITIES

Analyzing the current market situation we found that there are many strong competitors exist in market.

But our product is totally new & different from existing products. Our product is qualitative & good for

health. That’s why we think that this juice will be demandable in market. There is a huge potential market

for juice in Bangladesh because; jackfruit juice is a new product in the market. People have a squashy

view to jackfruit rather than any other fruits. Because it’s nutritional value is higher than other fruits.

6.4 MARKET SEGMENTATION

A market segment is a group of people or organizations sharing one or more characteristics that cause

them to have similar product and or service needs. A market segment is a group of people or

organizations sharing one or more characteristics that cause them to have similar product and service

needs. We segmented our market according to the basis of age, income, & weight.

We have proposed a basic product for our initial marketing.

That is

Normal can (500ml)

But we have plan for a 4 types of juice products according to our market segmentation. Those are

following:

Junior Juice Pack (120ml)

Normal Pack(250ml)

Contemptible Pack (500ml)

Family Pack(1ltr)

Position

Pran

Frootica

Froto

Shezan

Slice

Acme

Others

Empty


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6.5 DEMAND AND SUPPLY

Jackfruit is sweet in taste and also contains Vitamin-A. Like any other fruit, it is perishable in nature.

Jackfruit is grown in only certain parts of greater Dhaka division like Gazipur, Madhupur, Bhaluka,

Tangail, Savar etc but its popularity is not limited to the growing regions only. It is heavy and bulky fruit

and hence transportation is not very easy and is costly as well. Therefore, its down the stream products

with longer shelf-life can be easily transported and shall also have value-addition.

6.6 MARKET TRENDS

Demand of fresh Jackfruit is increasing due to population increase and urbanization. In certain areas like

Madhupur production is also increasing as the region is most suitable for Jackfruit cultivation. Demands

of metropolitan cities are increasing faster. Traders’ guess is that demand and supply are equally

increasing approximately about 10% a year. During last ten years it has doubled. Industrialization will

increase the demand further but there is scope to increase area three times and that of yield by 3-5 times if

production is organized as commercial plantation with selected high producing industrially suitable

varieties through rapid multiplication of selected tries through tissue culture technique.

6.7 TARGET MARKET

A marketer can rarely satisfy everyone. Not everyone likes the same thing. Therefore marketers start by

dividing up the market into segments. They identify and profile distinct group of buyers who might prefer

or require varying product and service mixes by examining demographic psychographic, geographic,

technological and behavioural differences among buyer. Then the marketer designed which segments

present the greatest opportunities, which are its Target markets. We have initiate our product in one

package but we have a plan of segmented our total local market into 4 parts according to the


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consumers’ affordability, and our main target is to enter into this segmented market and satisfy all the

consumers. Our target market is total local market.

6.8 MARKET POSITION

In marketing, positioning has come to mean the process by which marketers try to create awareness and

positioning in the minds of their target market for its product, brand, or organization. It is the relative

competitive comparison of their product occupying in a given market as perceived by the target market.

Our juice helps to maintain good health which create a value in consumer mind about this product

motivate them to buy frequently. Frequent ads on TV, internet and radio channels will help to reach our

message to our targeted consumers. Then we will have print and billboard ads in respect of our product

and market.

We positioned our product as:

High quality product

Reasonable price

Reliable

6.9 PROMOTIONAL STRATEGIES

6.9.1 MARKETING STRATEGY

These products have market round the year since it is very perishable and becomes available for a very

short period of time and are popular through-out the country as well as in the ethnic communities abroad.

Products shall have to be sold with the help of retailers at many locations like cities/towns, bus-stands,

railway stations, school/college canteens, picnic spots and various exporters etc. There is a distinct

possibility of marketing these products in the metropolitan cities, district head-quarters and other up-scale

markets as well. Super markets show-cases widely across the country are very lucrative places of

marketing such products in case of a bit large project of its type.

6.9.2 PULL STRATEGY

Pull strategy is a promotion strategy that calls for spending a lot on advertising and consumer promotion

to induce final consumers to buy the product. If the pull strategy is effective, consumers will then demand

the product from channel members. Who will intern demand it from producers. We will emphasize on

pull strategy more to have long lasting sustenance in the competitive market. We will change our

marketing strategies over time to satisfy the consumers changing demand.

6.9.3 PUSH STRATEGY

It is a promotion strategy that calls for using the sales force and trade promotions to push the product

through channels. The producer promotes the product to channel members to induce them to carry the


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product and to promote it to final consumers. We will also follow push strategy initially to grab the

consumers of other brands’ products. We have a strong belief that if any consumer tastes our product

single time he/she will be interested to purchase it again and again.

6.9.4 DISTRIBUTION STRATEGY

In generally there are different types of marketing distribution system. Consumers are able to buy the

products from different market place. All these distribution strategies are consists of producer, wholesaler,

retailer, and finally to the consumer.

There are mainly four types of marketing distribution channel:

1. Conventional Marketing channel

2. Vertical marketing channel

3. Horizontal Marketing channel

4. Hybrid Marketing channel

We select the conventional marketing channel to distribute our product. Our juice will be distributed by

the specified distributor which will be selected by the company. The selected distributor will supply the

juice product to the wholesaler and also to the retailer and the consumer will collect the product from the

retailers.

There are three types of distribution strategies:

1. Selective distribution

2. Intensive distribution

3. Exclusive distribution

We choose the intensive distribution for our product. We will supply our product all over the country on

the basis of our product demand so that the consumer can get the product easily.

The distribution channel is given below:

FIG: Distribution channel

Our Firm Whole-Seller Authorized Dealer

Retailer Final Consumer


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6.10 GLOBAL COMPITITORS

Bangladesh is exporting about 55 tons of jackfruit to the United Kingdom at a price of £1.23/kg. In the

United Kingdom a fresh fruit is sold at £2.45 per kg and a medium size fruit may cost £16-£20. Canned

tender raw jackfruit and seeds can be sold in international markets, mostly for ethnic consumers. One can

containing 250 g of bulbs in brine is sold in the United Kingdom retail market for £1.39. In Bangladesh

there is no 138 government support for exporters from the Export Promotion Bureau, but the Malaysian

Government has recently signed a contract with Bangladesh to supply jackfruit which will be processed in

Malaysia for re-export. If Bangladesh enters into global market of jackfruit with fresh or processed

products her competitors will be Malaysia, Thailand, India and Vietnam

6.11 PROMOTIONAL ACTIVITIES

We make promotional activities for our product in different school, college, various quiz competitions,

debates, and so on.

Advertisements will be given in television, radio, internet, magazine, newspapers, and billboards.

Advertising themes will be changed with time and promotional activity will be carried out to generate the consumer.

In different occasion we will open special sales center where attractive point of purchase display

would be arranged to create positive image in consumer’s mind.

We will provide different incentive to our distributor.

We will sponsor various cultural programs, national occasions, Religion festival, other important

day(s). Such as Phahela Baishak (Happy Bangla New Year); Eid –Ul- Fitar, Eid –UL –Azha,

Friendship day, world Health day, World Child Day ect

We will sponsor some health related campaigns.


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7.0 SOCIO-ECONOMIC EVALUATION

In the area of agro-processing businesses community of Bangladesh desires to understand the scope and

potential of processing Jackfruits which is abundantly produced and in most cases becomes wastefully

consumed as it is highly seasonal and the system of processing and preservation has yet to be established

for all year round consumption. The Government of Bangladesh and specifically the Ministry of

Industries has identified a number of "boosters" sectors of the economy which represent higher growth

rates and can therefore, make a significant contribution to the economy in terms of value addition,

employment, technology, innovation, exports and import substitution. Jackfruit is identified as one of

these sectors. In the Bangladeshi case, a solid business case can be made for manufacturing a number of

processed jackfruit products.

Jackfruit (Artocarpus heterophyllus) is recognized as the National Fruit of Bangladesh. Jackfruit is

grown in all districts. The highest volume of production takes place in Dhaka, Gazipur, Tangail,

Khagrachari, Rangamati, Mymensingh, Moulvibazar, Narsingdi, Dinajpur and Rangpur. Presently,

Bangladesh cultivates jackfruits in 79 thousands hectares of land producing about 1,352,,000 tons fruits in

a year. Yield per hectare is 17 MT. A small quantity of about 60 MT fresh jackfruit and some seeds are

exported to UK. The country has a large supply of fresh jackfruits but little has been done for industrial

use and use of its by-products. It is estimated that about one-third of the production can be used for

processing without affecting consumption of fresh fruits.

India and Thailand have progressed quite far to develop and manufacture as well as export quite a few

delicious products of jackfruits. In Bangladesh, over the past decade some firms have tried to enter into

this field of processing of jackfruit but did not succeed. Cash flow is one problem. But technical and

marketing issues remained unknown and the project would like to investigate these matters further. We

have enough capital to make this project successful/

7.1 REGULATORY FRAMEWORK

No regulatory problems are reported relating to production, trading and processing. It is a fruit which is

grown and sold everywhere in the country with no regulation and legal constraints. However traders in

recognized and regulated markers require licenses to conduct business.

7.2 BUSINESS DEVELOPMENT SERVICES

No business development such as extension, research, financing, and other advisory and regulatory

services are available for jackfruit production, trading and value addition activities, no appropriate

transportation system. It is simple a negligence to this nutritious and valuable crop while neighboring

countries have progressed quite far. Provision of these services is a must to industrialize the crop.

7.3 CONSTRAINTS

Even in the traditional system constraints are many with severe consequences. Graft of desired varieties is

not available; there is damage of trees due to disease and pest infestation, during harvest in monsoon no


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vehicle can play in muddy road of production sites, needs to carry head load to nearby market, immature

harvest, artificial ripening with chemicals, damage due to bulk transportation and no scientific knowledge

of production, processing and storage is are available. All are done in traditional way.


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8.0 SWOT ANALYSIS

SWOT Analysis is a strategic planning method used to evaluate the Strengths, Weaknesses,

Opportunities, and Threats involved in a project or in a business venture. It involves specifying the

objective of the business venture or project and identifying the internal and external factors that are

favorable and unfavorable to achieving that objective. The technique is credited to Albert Humphrey, who

led a convention at Stanford University in the 1960s and 1970s using data from Fortune 500 companies

Components and strategies of SWOT analysis A SWOT analysis must first start with defining a desired

end state or objective. A SWOT analysis may be incorporated into the strategic planning model. An

example of a strategic planning technique that incorporates an objective-driven SWOT analysis is

Strategic Creative Analysis (SCAN). Strategic Planning, including SWOT and SCAN analysis, has been

the subject of much research.

Strengths: attributes of the person or company those are helpful to achieving the objective.

Weaknesses: attributes of the person or company those are harmful to achieving the objective.

Opportunities: external conditions those are helpful to achieving the objective.

Threats: external conditions which could do damage to the business's performance.

For our juice SWOT analysis is given below:


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If we summarize the point we get following things:

1. Strength:

Quality product.

The Product has a great nutritional value.

Well distributional channel.

Skilled management system,

Proper accounting system.

Foresighted marketing department.

2. Weakness:

Lack of experience

Shortage of capital

Small scale production

3. Opportunities:

High demand

A developing market

A market vacated by ineffective competitor


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Favorable government rules and regulations

Global hub

4. Threats:

Strong competitor

Economic instability

Price wars with competitors

High taxation rate

Increase labor cost

Increase inflation rate

9.0 CONCLUSION AND RECOMMENDATION

The appraisal report of the project has been studied and analyzed from the viewpoint of marketing. Technical, financial and management aspect and found to be worth-while and desirable for investment. In

the market analysis, substantial demand-supply gap has been found and it is assumed that the whole

production of the project will be easily consumed.

All the above measures of investment feasibility of the project indicate that it will be able to generate

sufficient revenue from its operation to pay back debt obligation and annual operational expenses. The

analysis made in the report shows that the project is technically feasible commercially viable and financially desirable.

Documents

Jacky Juice, Promoting a new product