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Assignment on Integrated communication

Course title: Integrated communication


Course code: MKT 4203
Submitted to:
Muhammad Hasan Al- Mamun
Assistant professor
School of Business and Economics,
UIU
Submitted by:
Name
Md. Masud Alam

ID
111 122 127

SEC: A
Date of Submission: 27.12.2015

1 Introduction:
After independence the food habit of Bangladeshi people has been changed a lot. Besides our
traditional food consumer of Bangladesh like to take western food also after 1980s. As a result of
global marketing this was not too hard for the consumers. Different foreign food companies were
established in Bangladesh. Beverage industry is one of them. One of the strongest parts of
Bangladesh Beverage Industry is the Juice Companies. The nutritive value of real fruit beverages
is far greater than that of synthetic products, which are being bottled and sold in large quantities
throughout the country. If real fruit juices could be substituted for these synthetic preparations, it
would be a boon to the consumer as well as the fruit grower. At present Bangladesh has a very
competitive market of beverage. Bangladesh has a relatively hot weather and people tend to be
thirstier. So they prefer to take soft drinks, juices most of the time. Beverage took the market of
Bangladesh in the first half of 1980.

2 Current Market Situation:


Bangladesh is a market of diversity diverse with regards to incomes, price points of products
and preferences, and a marketer has to get use to these diverse characteristics of the market . The
beverage markets of Bangladesh are developing rapidly now a day. In our country we can see the
three different segment of Drink in the market which is Energy Drink, Soft Drink and Juice.
Under Juice segment in existing situation, there are some prominent brands in Bangladeshi Juice
market which are Pran, Frutika, Acme, Shejan, Danish, and Acme Sip. In the case of Juice Frooto
has gain the maximum market share and then Pran. Frooto from Pran and Sezan Mango Juice
from Shezan. These two players command around 78% market share in the organized sector.
Most of the fruit juice companies produce only mango juices for the Bangladeshi market, very
few such as Frutika from Akiz, produces orange and grapple juice for Bangladeshi Market.

1 Our Product:
Our business name is Melonee Juice Company, we offer watermelon drink juice. Our Melonee
Juice Industry is located at Narayangong, Dhaka.

Our Products Features


Our product Watermelon juice is a unique and new product for market. It has some attracting
features. Our specialty, we produce juice keeping on mind about the health conscious people and
nutrition for the children, so we add extra vitamins and add less sugar that are best for diabetic
people and all health conscious people.

100% pure juice


100% fresh
100% natural flavor
Good Taste
Added nutrients
Diet
Good source of energy.

2 Strategic Market Analysis:


2.1 Marketing Strategy & Analysis:
2.1.1 Opportunity Analysis:
Our product is juice. This kind of products sold quickly at relatively in low price. Though the
absolute profit made on these products is relatively small, they are sold generally in large
quantities. The market of these products is quite priced sensitive. In Bangladesh the market of
these sorts of products are in the pre-maturity stage according to PLC (Product life cycle),
because now the growth rate of the market is very slow and the competition is very high.

2.1.2 Competitive Analysis:


The fruit juice market in Bangladesh is estimated to be growing at 20% to 25% annually. In food
& beverage market there are many renowned companies having their famous juice products.

Pran Juice
Frooto Juice
Fruitca Juice
Shezan Juice
Slice Juice

Acme Juice

Leading manufacturer of Fruit Beverage in Bangladesh:


Company

Brand

Flavor

Pran

Frooto
Sundrop
Pran Junior Juice
Pran Joy Juice
Pran Cool Juice
Pran

Mango
Mango
Mango
Orange
Mango
Pineapple, mango, tamarind, orange,

PepsiCo
Akiz
Acme
Danish
Arong
Shezan
Globe
Abul Khair group

Slice
Frutika
Sip
Danish
Arong
Shezan
Mangolee
Starship

guava, coconut, fruit cocktail


Mango
Mango, orange, grapple
Mango, orange
Mango
Mango, tamarind, orange
Mango
Mango
Mango, Orange

We have stated before that our products market is in maturity stage, for this reason we have to
face tough competition. In this market there are several companies which are providing goods of
the same category. The main competitors are PRAN, FRUTIKA, FROOTO, SHEZAN,
DANISH, and ACME etc. The market share structure is as follows:

CURRENT MARKET SITUATION

PRAN (Including FROOTO)

9%

FRUTIKA

5% 4%
39%

11%

ACME
SHEZAN
STARSHIP

14%
19%

DANISH & ARONG


OTHERS

2.1.3 Target Marketing:


Our main targeted customer will be those customers, who need quality goods in relatively low
price. Here we will target mainly the young people & the children. Basically we are going to
market those customers who are conscious about health. For this reason our juices have those
ingredients that help to improve their health.

Health Value of Watermelon juice


No other fruit says summer like the subtly crunchy, thirst quenching watermelon. Although
watermelons can now be found in the markets throughout the year, the season for watermelon is
in the summer when they are sweet and of the best quality.
Watermelon is not only great on a hot summer day; this delectable thirst-quencher may also help
quench the inflammation that contributes to conditions like asthma, atherosclerosis, diabetes,
colon cancer, and arthritis.

This chart graphically details the %DV that a serving of Watermelon provides for each of the
nutrients of which it is a good, very good, or excellent source according to our Food Rating
System. Additional information about the amount of these nutrients provided by Watermelon can
be found in the Food Rating System Chart. A link that takes you to the In-Depth Nutritional
Profile for Watermelon, featuring information over 80 nutrients, can be found under the Food
Rating System Chart.
Sweet watermelon juice is an excellent source of vitamin C. It is also a very good source of
vitamin A and vitamin B6. In addition, watermelon is a good source of thiamin, potassium and
magnesium. A cup of watermelon provides 24.3% of the daily value for vitamin C, and, through
its beta-carotene, 11.1% of the DV for vitamin A. Our food ranking system also qualified
watermelon juice as a very good source of vitamin B6 and a good source of vitamin B1,
magnesium, and potassium.

Nutrient
Vitamin C
Vitamin A
Vitamin B6 (pyridoxine)
Vitamin B1 (thiamin)
Potassium
Magnesium

Amount
14.59 mg
556.32 IU
0.22 mg
0.12 mg
176.32 mg
16.72 mg

DV

Nutrient

World`s healthiest

(%)

Density

foods rating

24.3
11.1
11.0
8.0
5.0
4.2

9.0
4.1
4.1
3.0
1.9
1.5

excellent
very good
very good
good
good
good

One 100 ml glass of watermelon juice contains water 92%, Sugar 8%, Energy app 50 calories.
This highly nutritious fruit has the following anti-oxidants, minerals and vitamins.

FACTS OF WATERMELON

Very low in saturated fat


No cholesterol
Very low in sodium
High in potassium
Very high in vitamin A
Very high in vitamin C
Very high in sugar

To satisfy the needs of our premium customer we maintain the high quality. Hence our new
product is watermelon juice so we are looking to provide the best quality juices we will take
some measures, likei.
ii.
iii.

Products are being produced with the help of superior quality high-tech machineries.
We import the best quality watermelon from different places of Bangladesh.
To maintain the quality and standard of our product, products are being tested in our own

iv.
v.
vi.
vii.

laboratory, components of which are computerized.


Products are produced hygienically and totally untouched.
The products are free from any chemicals.
The products are with pure quality & exclusively good for health.
The products are marketed with high quality food grade package.

2.2 Target Marketing Process:


2.2.1 Identifying Markets:
Now a days people are concern about health. They need some fresh juice which ones thirsty
healthy and available in market place in the first stage we identify the markets.

2.2.2 Market Segmentation:


Segmentation means dividing the market into distinctive groups of buyers on the basis of needs
characteristics or behaviors of consumers.
Segmentation can be done in four ways like
Geographic segmentation, Demographic segmentation, Psychographic segmentation and
Behavioral approach.

As our chosen product is watermelon juice which is


directly consumed by all groups of people mainly the
middle class and upper middle class. So we follow
the demographic segmentation for segmenting our
market. We also emphasized on the psychographic
segmentation.
Hence, we have choose two major segmentation
variables Demographic segmentation
Psychographic segmentation
According to the following factors the segmentation;
2.2.2.1 Demographic segmentation:
Age: A very popular segmentation can be the age of the consumers.
5-20 years
20-35 years
35-50 years
above 50 years
Mainly we are going for 5 to 20 and 35 to 50 age people.
Gender: Both male and female are the target market for us. It is not specifically made for any
particular gender what actually happens for any type of drink.
Occupation
Occupation is not clearly defined for the target market of our product; however where the age
varies within the young generation as well as children and others so it can easily be understood
that most of them will be whether student or doing any job or business.
Students
Professionals
Players
Income
Actually we has emphasized on the lifestyle and behavior of consumers more rather than the
income. We think that it is really affordable to buy a Melonee (especially 250 ml) for the target
market whose income is minimum 5000 and for the students it may be less than that.

Medium income level


Upper income level
Social Class
We have targeted for the upper part of the lower class, middle class, upper middle class, and
lower part of the upper class of the society.
Middle Class
Upper- Middle Class
Some portion Upper class

2.2.2.2 Psychographic segmentation:


Lifestyle
The targeted market of Melonee are young generation who like gossiping, chatting, hanging with
friends, making fun, watching movies, listening music, children who need instant energy, other
who want refreshment. Melonee has also focused on their customers lifestyle in product,
advertising and packaging.

Health Conscious
Diet Conscious
Personality
As, Melonees main target customer is young generation, they are mostly action oriented people
which include especially the experiences and also strivers. Because they are enthusiastic,
passionate and always seek for excitement and refreshment. It also focuses the personality of the
status oriented people including achievers.
Experiencers
Strivers
Achievers.
Keeping this fact in mind, the following discussion will attempt to analyze the profile of the
target market.
Age
Age is the major determinants in targeting the consumers. Melonee reflects the Bangladeshi
culture and it represents youth. We have found that our product is most preferred in the age group

among 5-20 years (45%), 20-35 years (42% of 100) and 35-50 years, about 10%, more than 50
(3%).

AGE
10% 3%
45%
42%

5-20 years
20-35 years
35-50 years
More than 50

Figure: Age distribution of target customer

2.2.3

Target Market:

Consumers purchasing pattern, lifestyle and status largely depend on their occupation and
average monthly income of the family. The social class of the target respondents was determined
by their income or taking from family. Melonee is a low involvement product and it is good
enough to consume by upper and middle class.
Students are the most who purchase Juice drinks and their income level is less than 5000
taka. Business people, private service personnel and other earning people consume significant
amount of juice although their income is comparatively high than the students.
Our Target customers are:
Children mainly school going
Students who has tiring day
Young teenagers
Players who need energy
All sorts of diet conscious people(especially diabetic patients)
and also the health conscious people

2.2.4 Positioning:
The single objective is to position Melonee Juice as the natural and healthy watermelon juice in
the cities it is served, commanding a 6% market share within 5 years. The marketing strategy
will seek to first create customer awareness regarding product, develop the customer base and
work towards building customer loyalty
We are positioning Melonee as the most healthy, tasty, refreshing and safe consuming product.
Our marketing will focus on the refreshment, energy, Consumers health and nutrition.
We will position itself as a no compromise drink where a person does not have to make any
compromise with the fun element of having the refresher and the health element and that it is
also socially appreciated/ accepted.
It will be communicated to the customers that nor do they have to make any compromises and
that nor do the producers make any compromise in bringing them Melonee Juice which is made
from fresh watermelon and is produced under a well controlled and a healthy environment. To
put our point forward initially we will be promoting our product water melon juice as a
refreshment element of their life.
Melonee Juice seeks to communicate the message that it is the natural and healthy juice in the
market and will help them in not compromising on fun and health and that a customer can have
both.
Positioning statement:
From the beginning of the year 2015 we want to establish a clear image of our product and its
quality in our customer mind. We have made a new positioning statement for our new product.
The positioning statement is given bellow:
To the young generation, Melonee is a kind of juice that is an ultimate source of
refreshment always.
The reason behind selecting this positioning statement is we are emphasizing our product quality
& at the same time we are serving the customer need.

3 Marketing Planning Program & development:


3.1 Product Strategy:
Melonee Juice is suitable for all group age, especially the children and health conscious
people because it is a less sugar diet juice high in Vitamins and minerals. We are providing the
totally fresh juices. People are very much conscious about their health and mostly people are like
the fresh food rather than the Soda, Carbonated drinks. It will be also favorable for children and
diabetic people.
We are going to design to our product as like. And use this kind of packaging material.

FamilyPack 1 Liter
Easy Pack 250 ml 1

Children Pack 125 ml

These are the picture of our main product

NEW ARRIVALS:

Our Product Symbol should be:

3.2 Price Strategy:


By analyzing competitor and other factor we can select our product price.
Companys

Description

name
PRAN

Wholesale

Retail

price

Price

(TK)

(TK)

It is the market leader with 39% of 65(1 liter)

70

market share. This company is in this 15(250 ml)

18

market for several years. For this reason 10(125ml)

12

the brand name is well established and


their distribution channel is relatively
FROOTO

better than other allied industries.


Its an extension brand of Pran company. 60(1000ml

70

In recent years it has been introduced in 35(500ml)

40

the market and it has

22

established its 20(250ml)

brand name by strong promotion and


FRUTIKA

advertising.
It is in the market not for that long but 18(250ml)

22

due to its marketing strategy and good 65(1 liter)

70

backup it is in the 2nd position with 19%


of the market share.

ACME

It is established company, it mainly focus 250ml

22

(Premium &Sip)

on the export but despite of that it got 3rd 500ml

40

position. The Sip brand is locally 1liter

70

distributed.
It is in the 4th position having 11% of 13(250ml)

16

SHEZAN

market share though it is in the market


for a good numbers of years its weak
STARSHIP

marketing strategy is responsible.


It is mainly popular in rural place 12(250ml)

15

because of its low price. So it got 9% of


ARONG

market share.
It is popular because it quality and brand 20(250ml)

22

name. But it use specific distribution


network and high price, so 4% of share is
Danish

in their hand.
It is having its 1% market share because 12(200ml)

14

Others.

of its weak distribution channel.


This all brands acquire the rest of the 12-20(250ml)

15-22

Slice &Mangolee portions of the market share.


60-65(1 liter)
Danish
It is having its 1% market share because 12(200ml)

70
14

of its weak distribution channel.


If we analyze the wholesale price and retail price of our competitor then we can see that there is
a little difference between them and strong competition is in exist. Only with the product quality,
marketing strategy and distribution network they are competing with each other.
By analyzing competitor we set our product price. We are mainly following our competitor
pricing strategy.

THE PRICE LIST OF OUR PRODUCTS


Product name

Price per pack (BDT)

Family Pack (1 Litter)


Easy Pack (250 ml)
Children Pack (250 ml)

65
17
12

ManurcfWeholRtiCsm

3.3 Distribution Strategy:

We do not sale directly from the production center. Our juice pack move form factory to dealers
agents, agent to wholesalers, wholesalers to retailer, and finally retailers to consumer. Wholesaler
of the company is trained and contractual. The company divides sales territories among the
wholesalers. It provides commission and other financial facilities to the wholesalers to motivate
them. The company does exclusive distribution. It has power of controlling wholesalers. Through
our own transportation we are going to distribute.

4 Promotional strategy:

Melonee Juice will use different sources to communicate their target marketing. We will use
those sources on that the more customer attract like Local Cable, Newspapers, Billboard and
when they lunch any scheme in juices they use pamphlets to aware their customer. Melonee Juice
will use the channel to attract the customer and give fully information about juices through these
Electronic media. As our target consumers are Old, Children and all health conscious people, for
this reason we promotion our product to give advertise in television, radio. We also use vehicle
writing method and posturing for our product advertisement. We also promotion our product
with the help of our packaging system. In packaging we mainly follow that the product will
packaged in an attractive form, that make consumers interest on our product. It packaged in
different levels in variation of quantity. So people can afford it easily
The following will be done for publicity of Melonee:

4.1 Massive Promotion:

For making people aware about our brand name and product, From very fast day we will conduct
massive promotions by holding billboards in main road of Dhaka , Chittagong , mobile
billboards bus, vans, tracks, lift lets, banners, festoons in main points of cities .

4.2 Press:
To make public aware that a new flavor of juice is available Bangladesh and its our countrys
product. We will go to press for publicizing new arrival of Melonee in market.

4.3 Participate in Fair:


Including two international trade fair in Dhaka and Chittagong, We will try to participate in every
type of fairs to make Melonee poplar.

4.4 Co Sponsoring:
Melonee will co sponsor some events and campaign like beach clean, child health care,
competition game.

4.5 Setting up a company web site


Melonees website will be set up which will have detail information about its product. Also
pages in social networking website will be created. All website will be updated every month.

4.6 Carry business cards:

Business cards, logos, letter head are some important tools to get publicity for melonee.

4.7 Strong Advertising


TVs adds, radio jingles, Newspaper ads, magazine ads and articles about melonee will
help to get the target publicity for melonee

4.8 Specialty advertising


As the beverage industry is in maturity stage. So there is huge competition. To be as new
company we have to allocate huge amount of budget for advertising. In choosing the advertising
message we emphasis in creativity.

As our target customer is medium income level people it includes all them. One of the major
focuses on young and children group. So, we have chosen some of major Medias such as TV,
Radio, and Newspaper.
The theme of the advertisement is conceptual. It will show the viewer a slice of life; with an
image of fun with a cartoon Watermelon character Mely
In future we will try to make the advertisement more innovative or musical with a jingle.
In radio advertisement we will try to choose a popular voice for our advertisement.
In the newspaper, Signboard, mobile board (bus, vans), Bill board, yellow pages advertisement
will be colorful and set in an attractive manner.
This advertising policy will be implemented to inform people, to persuade people to buy our
product. For advertising we will choose some other way.

Part: two- A Print Advertisement

We are select bill board as a print advertisement:

Bill Board
Now-a-days, the use of bill boards is very beneficial for companies because people more
specifically working people, dont have enough time to watch all the ads in television or
newspapers every day. They can see our ads in bill boards while in the traffic or walking in the
road.

Part: Three Conclusion

Conclusion:
In conclusion we can see that, the product the company is going to launch has a bright future in
its market. As the product is innovative, the consumers are going to appreciate it. And according
to the R&D (Research and Development) department this product will be a strong product mix
for our company. And once our Water Melon Juice will reach to the hand of every of our
targeted customers. We hope that our customers will get new taste after drinking our Water
Melon Juice.