Project of HRM MBA (4)

BUSINESS PLAN OF DRINKZY

By

Zainab Tariq 0001

Fatima Razzaq 0007

MBA (4th)

Submitted to

PROF. DR. BASHIR AHMAD KHILJI

At

DEPARTMENT OF BUSINESS ADMINISTRATION

UNIVERSITY OF CENTRAL PUNJAB

FAISALABAD CAMPUS
 Project of HRM MBA (4)

BUSINESS PLAN OF DRINKZY

By

Zainab Tariq 0001

Fatima Razzaq 0007

MBA (4th)

Submitted to

PROF. DR. BASHIR AHMAD KHILJI

At

DEPARTMENT OF BUSINESS ADMINISTRATION

UNIVERSITY OF CENTRAL PUNJAB

FAISALABAD CAMPUS

i
ii
 Dedication
We dedicate this humble submission to Allah Almighty our Creator, our Master. He has
been the source of our strength throughout this project.

We also dedicate this work to our supervisor Dr. Bashir Ahmad Khilji who encouraged and
helped us in finishing this project.

We also dedicate this project to our parents, they taught us to think, understand and express.

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 Undertaking of researcher

We Zainab Tariq (0001) and Fatima Razzaq (0007) MBA-4 undertake that this project titled
“Business plan of soft drink company” has been carried out by us and not submitted for
any other degree anywhere else.

Zainab Tariq

Fatima Razzaq

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 Certificate of Supervisor

I Dr. Bashir Ahmad Khilji certify that project titled “Business plan of DrinkZy” has been
carried out by Zainab Tariq and Fatima Razzaq under my supervision and not submitted to
anywhere for the award of any degree.

Dr. Bashir Ahmad Khilji

Professor of Business Administration

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 Acknowledgement

We are thankful to Almighty Allah who is the creator of this universe and blessed us to
write this project.

We are also thankful to Hazrat Muhammad (PBUH) who is the important guide of
humanity.

We are also thankful to the director of University of central Punjab Faisalabad campus who
established such a marvelous campus and provided the opportunity to learn in such a
scholarly manner.

We are also thankful to our supervisor Dr. Bashir Ahmad Khilji who guided us to write this
research project and opened the vista of our mind.

We are also thankful to vice principle of the campus who has facilitated a lot of educational
activities.

We are also thankful to our friends, seniors and colleagues who have supported and
encouraged us to complete the arduous job.

We are also thankful to our parents and our brothers, sisters who always prayed for us to
complete this research assignment.

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 Table of Contents
S. No Contents Page. No

Preliminary Pages

1 Subtitle page i

2 Bismillah ii

3 Dedication iii

4 Undertaking of researcher iv

5 Certificate of supervisor v

6 Acknowledgement vi

7 Table of Contents vii-ix

8 List of figures x

9 List of Tables xi

Chapter one

1.1 Company name and address 1

1.2 Brief history and description of business 1

1.3 Brief overview of market and trends 2

1.4 Brief strategy and key to success 2

1.5 Critical risks and assumptions 3

Chapter two

2.1 Management’s vision for the company 4

2.2 What business are we in? 4

Chapter three

3.1 Products and service department 4

3.2 Customer benefits 5

3.3 Technology 6

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Chapter four

4.1 Overall market and target market 7

4.1.1 Market needs 8

4.1.2 Market size and trends 8

4.1.3 Historical and projected market growth 9

4.2 Industry Analysis 9

4.2.1 SWOT analysis 10-11

4.2.2 Major industry participants 12

4.2.3 Economic, competitive and other trends 13

4.2.4 Main competitors 14

Chapter five

5.1 Value proposition: Why buy from us? 15

5.2 Competitive advantages 15-16

5.3 Marketing targets and strategy 17

5.3.1 Pricing strategy 17

5.3.2 Advertising and promotion strategy 17-18

5.3.3 Distribution strategy 18-19

5.3.4 Marketing programs 19-20

5.3.5 Sales strategy 21

Chapter six

6.1 Production process 21-23

6.2 Quality assurance 23-24

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Chapter seven

7.1 Organizational charts and structure 24

7.2 Personnel plan 24-25

Chapter eight

8.1 important assumptions 26

8.2 Income statement 26

8.3 Balance sheet 26

8.4 Breakeven analysis 26

8.5 Projected profit and loss 27

8.6 Projected cash flow 27

8.7 Business Ratios 28

8.8 Insurance requirements 27-28

References 29

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 List of figures
S. No Contents Page. No

1 Logo of company 1

2 Critical risks and assumptions 3

3 SWOT analysis 9

4 Major industry participants 12

5 Market share of beverages 13

6 Facebook page of company 17

7 Billboard of the company 18

8 Production process 19

9 Buzz Marketing 20

10 Distribution strategy 22

x
 List of tables
S. No Contents Page. No

1 Market revenue of beverages 14

2 Hierarchy of management 24

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1.0 Executive summary
1.1 Company Name and Address

The company will deal in soft drinks and will be introduced in the market by the name of
“DrinkZy”.The address of the company will be 26 Syed Maratib Ali Road, F.C.C., Lahore,
Punjab.

1.2 Brief History and description of business

1.2.1 History
Soft drinks can trace their history back to the mineral water found in natural springs.

Scientists soon discovered that gas carbonium or carbon dioxide was behind the bubbles in
natural mineral water. The first marketed soft drinks (non-carbonated) appeared in the 17th
century. They were made from water and lemon juice sweetened with honey. In 1767, the
first drinkable man-made glass of carbonated water was created by Englishman Doctor
Joseph Priestley. In 1676, the Compagnie de Limonadiers of Paris was granted a monopoly
for the sale of lemonade soft drinks. Vendors would carry tanks of lemonade on their backs
and dispensed cups of the soft drink to thirsty Parisians.With the passage of time this
industry was so flourished and several companies started manufacturing the soft drinks.
Pepsi Cola is one of the most recognizable products in the world today, almost as famous
for its commercials as for its never-ending battle with rival soft drink Coca-Cola.

1.2.2 Description of business

Figure 1.1 logo of company

Source: Adapted from https://www.logomaker.com/assessed on June 28, 2018

DrinkZy will be soft drink manufacturing company. It will deal in the different flavors that
will be refreshing.The company’s name clearly suggests that it will be a brand of drink and
the slogan says”Beat the heat”,which indicates that it will be a refreshing one.with the low
sugar content. There will be a small range of products and each with a different
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flavor.DrinkZy will promote the idea of chilled soft drinks that are preferred mostly in
summers.To enter into the competitive market DrinkZy will adopt some important
trends.To keep pace with the growing soft drink industries it will have to focus on the
customer demand and preferences about the drinks.

1.3 Brief over view of market and trends

In Pakistan, Soft drinks registered good retail value and volume growth in 2017. This
growth was backed by a longer than normal summer and strong promotional campaigns by
soft drinks players throughout the year. The Pakistani soft drinks market continued to be
dominated by international players with the top three players PepsiCo Inc, Coca-Cola
Beverages Pakistan Ltd and Nestlé Pakistan Ltd accounting for almost three quarters of
retail value sales during 2017. Demand for soft drinks is expected to stay strong over the
forecast period too. The impact of changing consumer behaviour patterns due to the rising
health and wellness trend is also expected to impact the consumption of soft drinks over
the forecast period. Facing increased demand for more healthy beverages and continued
fallout from the war on sugar, soft drinks manufacturers are racing to adapt to influential
health trends.

1.4 Brief Strategies and key to success

DrinkZy has drafted a comprehensive strategic plan to enter into the competitive market
and to maintain their name as a famous soft drink brand. Its business strategy to become a
total beverage company by giving people more of the drinks they want including lo across
a wide array of categories in more packages sold in more locations.

 Building an effective portfolio

Building a portfolio of “consumer-centric brands” requires shifting focus from what the
company wants to sell to what consumers want to buy.

 Making the customer as a priority

Putting the consumer first and it starts with rethinking some of the company’s beverage
recipes to reduce sugar, and investing to make the next generation of zero-calorie
sweeteners. The goal is to give people the low and no-sugar drinks they want without
having to give up the great tastes they know and love.

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  Considering the recommendation

At the same time, DrinkZy will support the current recommendations of several leading
health authorities, including the World Health Organization (W.H.O.), that people should
limit their intake of added sugar to no more than 10 percent

 Creating brand awareness

The company will also invest its finance to build awareness of its refreshing drinks. As
DrinkZy will develop a plan for campaign the “Taste the Feeling”,which is a creative
campaign, underscoring the company’s commitment to offering a DrinkZy for all tastes
and lifestyles.

 Convenient Packaging

Another element of the strategy involves smaller, more convenient packaging. Today,
about 40 percent of the company’s sparkling brands are available in these packages of 250
mL (8.5 oz.) or less.

1.5 Critical risk and assumptions

The Risk Score is a relevant measure for the assessment of a stock attractiveness.As every
business entering into the market face some risks.The risks can be internal or external
depending on the nature of business which is to be selected to compete in the market.The
following figure indicates about the type of risks that will be faced by company.As these
risks are based on the assumptions by keeping in view the market situation.

Figure 1.2 critical risks and assumption

Source: researcher’s own effort created with the help of computer on June 28,2018
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2.0 Vision and mission statement
2.1 Managements vision for the company
2.1.1 Vision

DrinkZy’s vision will serve as the framework for their Roadmap and guides every aspect
of their business by describing what they need to accomplish in order to continue achieving
sustainable, quality growth.

2.1.2 Mission

DrinkZy’s roadmap will start with their mission, which is enduring. It will declares their
purpose as a company and serves as the standard against which they weigh their actions
and decisions.

Their mission will be:

 To refresh the world

 To inspire moments of optimism and happiness
 To create value and make a difference

In order to achieve this mission, they will create value for all the constraints they serve,
including their consumers, customers, bottlers, and communities. DrinkZy will plan to
create value by executing comprehensive business strategy.

2.2 What business are we in?

DrinkZy will deal in the beverages with a limited variety in the start. The business of
carbonated drink will be having different aspects that will be considered to make it
successful.

3.0 Company products and services

3.1 Product and service department
DrinkZy will plan to provide the customers with the most refreshing drinks. Flavor
innovations in carbonated beverages have been few and far between. Initially they will plan
to start by launching a small range of their products with different flavors and refreshing

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qualities.The small range will be having unique and innovative names and tastes.The
product range of company will be as follows:

 DrinkZy cola

DrinkZy Cola is a sweetened, carbonated soft drink, made from ingredients that contain
caffeine from the kola nut and non-cocaine derivatives from coca leaves, flavored with
vanilla and other ingredients.

 DrinkZy lemonade

DrinkZy lemonade is a clear, lemon-lime flavored carbonated soft drink,made from fresh
lime juice with low sugar content.This sweet and salty drink owns a refereshing taste.

 DrinkZy minta

DrinkZy minta is “magically refreshing” mint-flavored soda.It is naturally sweetened and

flavored beverage that will provide consumers with a crisp, bubbly taste that highlights its
unique mint flavor.

 DrinkZy Orange

DrinkZy Orange included orange pulp in the bottles, giving it a "fresh squeezed"
illusion.This drink is orange juice and its blends start with the goodness of perfectly ripe,
fresh and delicious oranges. It is an orange pineapple drink with a unique flavor.

 DrinkZy berry punch

Berry Punch Flavored Drink tickles the taste buds with a touch of berry goodness. It
contains pure filtered water, high fructose corn syrup, grape juice from concentrate, less
than 1% of: pear and strawberry juices from concentrate, natural flavors, citric acid
(provides tartness), sucralose.

3.2 Customer benefits

They will consider their customer as their greatest asset and bringing out the best in them
takes a dedication to development. They will focus on the benefits they can provide to their
customers by offering them low sugar soft drinks. DrinkZy will consider that the consumers
of their drink will be providing them with the revenue and the opportunity to maiuntain
their name in the market.Following are the customer benefits DrinkZy will offer to their
customers:
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  DrinkZy will provide low sugar soft drinks.
 DrinkZy provide the customers with the promotions on their products.
 DrinkZy will make all the posiible efforts to make its product easy available in the
market.

3.3 Technology
DrinkZy will pay a special attention to the changing trends in the use of technology and the
use of innovative technology is one of the business strategy to strive for the better and
quality products to offer to customers whose taste buds demands good and refreshing
flavor. The major attention to the use of technology leds to draft the plan to have the most
lastest and efficient technological use.This will help the company to expand in various
locations.

 Greener Bottles

DrinkZy will use greener bottles and packaging using less petroleum.The will heavily focus
on innovating their packaging technologies.This practice will deliver the concept of being
environmental friendly as these bottles can be easily recycled.

 Social Networking

DrinkZy will maintain a visible appearance on Facebook and other social networking sites
such as Twitter. The will harnesses the power of social networking to spread the word
concerning new products, test advertorial campaigns about the products with positive
feelings. Using social networking technology will enable the brand to stay young, fresh and
current.

 Freestyle Dispensers

DrinkZy will began rolling out its freestyle dispensers. Unlike typical soda fountains, the
freestyle dispenser allows to create your own beverage by choosing from drinks in various
combinations. Not only does freestyle technology will allow a greater variety of drinks
through its computer-like interface, but the dispenser will record information concerning
consumers' drink choices, which will then be send to the company as market research.

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  Online Advertising

DrinkZy will use subtle yet effective online advertising to make consumers feel like they
want the products. Targeted advertisements on websites has greater control over who sees
ads and when they see them. This will help highlight the brands name in consumers mind.

4.0 Market and competitive analysis

4.1 Overall market and target market
Segmentation will enable Brands to define the appropriate products for different kind of
customers. DrinkZy will not target a specific segment but adapt its marketing strategy by
developing new products. Generally, It does not have a specific target and is addressed to
everyone.

 Age:

But the main consumers of soft drinks are 12-30 years old people; even if there is no
specific product or communication for less than 12 or more than 30, the brand succeed in
reaching them, through partnerships for example restaurants, fast foods such as McDonald.
So, the core target audience of DrinkZy is youngster or youth.

 Gender:

Their targeting will not be based on gender but the results show that both genders like this
product and use it. DrinkZy will consider each customer as a target and a potential
consumer.

 Life style:

As the life style targeting is not given musch consideration but more and more busy life
style and mobile generation (youth) are considered to be the most important part of
consumers.

 Occupation:

No occupation targeted but consumers will mainly be forecasted to be students and family
oriented people.

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  Nature:

As the fizzy drinks are preferred by those who possess thrilling nature,so the people who
are fun, joy, entertainment loving are more taken account as by promoting the products at
places such as cinemas,parks and entertainment places.

4.1.1 Market needs

Soft drinks in Pakistan is significantly niche when compared to established categories such
as energy drinks and juices. Therefore soft drinks posted strong retail value and volume
growth from a smaller base over the review period. The major focus of the leading players
within the industry is on increasing the awareness of drinks among urban Pakistani
consumers.

4.1.2 Market size and trends

Market size

The industry of Pakistan has diversified portfolio which consists of soft drinks, juices,
syrups, milk and squashes. With about 170 units presently running everywhere in the
country, both upstream and downstream industries are prospering (Naeem, 2016).
According to the statistics, Pakistan soft drink industry has set to experience volume sales
growth of 43.5% till 2016 (Business Wire, June 29, 2007 - March 8,2016). A leading
carbonated drink brand has its annual sales up to 175-180 million crates (Equities, February
07, 2015. - March 9, 2015.).

Market trends

It is vital that DrinkZy carefully monitor both the internal and external aspects regarding
it’s business as both the internal and external environment and their respective influences
will be decisive traits in relation to DrinkZy’s success and survival in the soft drink
industry.

 Internal Business Environment

The internal business environment and its influence is that which is to some extent within
the business’s control. The main attributes in the internal environment include efficiency
in the production process, through management skills and effective communication
channels. To effectively control and monitor the internal business environment,DrinkZy

8
will conduct continual appraisals of the business’s operations and readily act upon any
factors, which cause inefficiencies in any phase of the production and consumer process.

 External Business Environment

The External business environment and its influences are usually powerful forces that can
affect a whole industry and, in fact, a whole economy. Changes in the external environment
will create opportunities or threats in the market place Fluctuations in the economy,
changing customer attitudes and values, and demographic patterns heavily influence the
success of DrinkZy’s products on the market and the reception they receive from the
consumers.

4.1.3 Historical and projected market growth

With about 170 units presently running everywhere in the country, both upstream and
downstream industries are prospering .According to the statistics, Pakistan soft drink
industry has set to experience volume sales growth of 43.5% till 2016. A leading carbonated
drink brand has its annual sales up to 175-180 million crates.

4.2 Industry analysis

4.2.1 SWOT Analysis

Figure 4.1 SWOT analysis

Source: Adapted from https://www.pinterest.com/pin/425730971009473546/ assessed on June 28,

2018

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  Strengths

Basic Consumer Need

As in this busy world instant products are more preferred.As DrinkZy will be introduced in
Pakistan where the weather remains hot for a large time period and to beat the scorching
heat the drinks are preferred and liked by people.

Large and growing market

As soft drink industry has gained a large market share in Pakistan and the number of units
are increasing with the progress in this field.DrinkZy will step into the growing market
which will provide the equal chances of success to the new company.

Different flavors

Company will start its journey with the range of products with the different flavors with
unique tastes and blends.The presence of different flavors will enable the customer to
choose the best one that will appeal the taste buds.As the options will be available to try
new and refreshing flavors.

Low Costs

The start up price of the products will be matched with the other leading brands in the
industry to maintain the position in the market by offering unique products in the same
price.

Non-Alcoholic

As alcoholic beverages can cause health damage and are not beneficial for the health.
DrinkZy will promote the idea of non alcoholic products with zero percent alcohol.

 Weaknesses

Traditional Preservation

The method for the preservation will be same as used by other beverages company i.e the
addition of preservatives is the traditional trend adopted by the soft drink companys that is
sometimes avoided by the consumers.

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Narrow range of products

DrinkZy’s plan is currently having a narrow range of products,which can be drawback in a

sense as consumers prefer to switch and taste new and different flavors according to their
moods and tastes.

 Opportunities

Diversification

Diversification in the health and food business will improve the offerings of DrinkZy to
their customers. This will also ensure that they get better revenue from existing customers
by cross selling their products. The supply chain which is distributing their beverages can
also distribute these snacks thereby sharing the load of Supply chain costs.

New Packaging materials

The style of packaging can be made unique.This approach will help the company position
its products.

Packaged drinking water

With hygiene becoming a major factor in the consumption of water, packaged drinking
water has found its way into people’s mind. DrinkZy can introduce the packaged drinking
water, as it will not be having this product in the range during its launch.

Supply chain improvement

Supply chain can be a major cost sink hole with the transportation costs always rising.
DrinkZy’s complete business will be based on transportation and distribution. There will
always be possible improvements in this area.

 Threats

Direct competitors

The strong competitors that are present in the market with the well managed systems can
be serious threat like Pepsi, Coca-Cola etc.

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Indirect competitors

Coffee chains like Nescafe are on the rise. These chains offer a healthy competition to
DrinkZy’s carbonated drinks. Similarly, health drinks like Real and Tropicana as well as
energy drinks like Red bull is stealing away the market share indirectly.

Threats of new entrance

Entry barriers are relatively low for the beverage industry as there is no consumer switching
cost and zero capital requirements. There is an increasing amount of new brands appearing
in the market with similar prices.

4.2.2 Major industry participants

The beverage industry in Pakistan has emerged as a progressive sector over the years. As
per the latest report by AAJ TV, about 170 units are operating across the country in this
particular sector, which is contributing towards growth in upstream and downstream
industries. In the soft drink category, the two major players are PepsiCo and Coca Cola,
however, two chief local players named. in Pakistan, currently, 38 units are producing the
juices and the major manufacturing units include Nestle Pakistan Ltd., Mitchells Fruits
and Benz Industries.Pakistan normally scores quite low on global competitiveness
indicator.

Figure 4.2 Major industry participants

Source: Adapted from https://www.pinterest.com/pin/425730971009473546/ assessed on June 28,

2018

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4.2.3 Economic competitive and other trends

Economic trends of beverage industry

The beverage industry in Pakistan has a lot of potential and room for growth and
development. It is one of the few sectors that have shown measurable growth and the
incremental augmentation in consumption is more likely to continue in future as well and
will certainly benefit in the long run. Market size, growth rate and overall profitability are
three economic indicators that can be used to evaluate the soft drink industry. The market
size of this industry has been changing.

Soft drink consumption has a market share of 46.8% within the non-alcoholic drink
industry,. According to a recent report on Pakistani Food and Beverage Industry, dated
January 20th 2014, major hazard is the increasing inflation rate, which was reportedly
9.20% in December 2013, which ultimately translates into depreciated purchasing power
of the household which could lower consumption of certain drinks.

Figure 4.3 market share of products

Source: Adapted from https://www.slideshare.net/ drink-industry/ assessed on June 28, 2018

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Competitive trends of beverage industry

The following table shows the competitive trend of the different drinks in the market.

Table 4.1 Market revenue of beverages

Source: Adapted from https://www.slideshare.net/TharushikaRuwangi/-quality-report-1assessed

on June 28, 2018

4.2.4 Main Competitors

 Coca cola

The Coca-Cola Company was founded in 1892 and established its Headquarters in Atlanta.
The Coca Cola Franchise is the World's biggest Beverage Industry. It dominated a 48% of
the global Market share.It will be one of the strong competitor of DrinkZy.

 Pepsi

Without a doubt one of the strongest competitors will be Pepsi. One of the reasons these
brands fight tooth and nail is because both of them are very strong in their distribution and
have excellent marketing and sales policies. As a result, the major market share is occupied
by them.

 Red Bull

Red Bull is one of the strongest growing energy drink/sports drink and is amongst the
strongest direct coca cola competitors in terms of brand valuation. The popularity of Red
Bull is because of a wide adoption in the pub culture where Red Bull can be mixed in
various drinks. Its taste is stronger and loved by Red Bull drinkers.
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  Nestle

While Nestle will not be a direct competitor of DrinZy, still it competes with the brand
across some specific product categories like bottled water. Bottled water brands that are
quite popular will be major competitors of DrinkZy.

5.0 Business strategy and marketing plan

5.1 Value proposition

Value proposition is a statement describing the unique benefits delivered by your business
to solve a specific problem of your target customer. DrinkZy value proposition will have a
great impact on how it will market its products, as it has focused more on the digital
marketing.

 DrinkZy’s slogan says “beat the heat”, which means that they will adopt better ways
to cope with the scorching heat.
 They will focus on the low sugar content drinks that will catch the attention of
people.
 Their value proposition will be sustainability, for instance, a bottle of DrinkZy will
have a secret formula that will be difficult to imitate.
 DrinkZy products will focus on the customer lifestyle in terms of satisfaction.

5.2 Competitive advantages

Competitive advantages are conditions that allow a company or country to produce a good
or service of equal value at a lower price or in a more desirable fashion. These conditions
allow the productive entity to generate more sales or superior margins compared to its
market rivals. Competitive advantages are attributed to a variety of factors including cost
structure, branding, the quality of product offerings.DrinkZy will introduce the range of its
products in the market and the company will be having the following competitive
advantages:

 Low sugar drinks

DrinkZy will aim to sell drinks less in sugar content to provide the customers with the drink
safe for health.The drink with the low sugar content have a limited range of tastes in the
market.Therefore it will be one the competitive advantage of DrinkZy to provide the health
conscious customers with safe drinks.
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  Digital advertising

DrinkZy will adopt the strategy of online advertising to provide customer with the
information regarding drinks.The marketing through digital media will be most focused by
the company.As this is the age of media and people reach is maximum through
internet.DrinkZy will adopt the strategy of inline marketing to promote the product and to
provide with the offers to customers.

 Less introductory price

The launching of the product is an important event and DrinkZy’S product will be available
in the market with comparatively low price which will act as a plus point as people will go
for buying and tasting the new product.As the price will not be too much low as it is the
general thinking of the people that lower prices sometimes mean lower quality.

 Cost leadership

The drink will also be cost effective. The company will undertake a cost leadership strategy
in the first years of operations before it develops a strong goodwill.

 Channel Marketing

In order to provide more dynamic and specialized marketing of products, DrinkZy strategy
will be to classify their markets and develop targeted efforts for each consumer segment or
distribution channel. DrinkZy's principal channels will be small retailers, consumption such
as restaurants, supermarkets and third party distributors. Presence in these channels entails
a comprehensive and detailed analysis of the purchasing patterns and preferences of various
groups of beverage consumers in each of the different types of locations or distribution
channels.

5.3 Marketing target and strategies

5.3.1 Pricing strategy

Price is the one element of the marketing mix that produces revenue the other elements
produce costs. The pricing strategy DrinkZy will adopt will be “reference
pricing”.Reference pricing is also known as competitive pricing, because here the product
is sold just below the price of a competitor's product. Reference pricing is also part of
psychological pricing, because it is the price of the product which buyers use as a reference

16
while making a decision to buy the product. Following will the pricing strategies of
DrinkZy:

 Price will be set according to the product demand of public.

 Price will be that which gives the company maximum revenue
 Price will not be too low or too high than the price competitor is charging from
their customers otherwise nobody will buy your product.
 Price will be set keeping the view of your target market.

5.3.2 Advertising and promotion strategy

Advertising Strategy. An advertising strategy is a plan to reach and persuade a customer to

buy a product or a service. An advertising strategy can be defined as a blueprint to help sell
a given product to consumer.DrinkZy will be promoting its product by following means:

 Online advertising

Figure 5.1 Facebook page of Company

Source: researcher own effort created with the help of computer on June 28,2018

The online advertisement will be done by building up the webpages for the company.The
social media sites will be used to capture the attention of the large audience that use them
regularly.By creating facebook and instagram pages DrinkZy’s products will be
promoted.

 Print media

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 Print media can have a large audience to capture.DrinkZy will use the print media to
promote its product and for providing the information about the promotions of its
range.Newspapers,Sunday magazines,coupon diaries etc

 Television

DrinkZy will position its products by using the TV commercials which will be influencial
and will be involving the ppeal to attract the audience.The timing to cast the commercials
will be chosen when the large audience can be captured.

 Billboards and holdings

The attractive and eye catching bill boards will be used to advertise the product to make
the people aware sabout the new product

Figure 5.2 bill board of Company

Source: researcher own effort created with the help of computer on June 28,2018

5.3.3 Distribution strategy

DrinZy will makes two types of selling :

 Direct selling - In direct selling they will supply their products in shops by using
their own transports. In this type of selling company have more profit margin.
 Indirect selling - DrinkZy will have their whole sellers and agencies to cover all
area. Because it will be very difficult for them to cover all area of Pakistan by their
own so they will take aid from many whole sellers and agencies to assure their
customers for availability of DrinkZy products.

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Figure 5.3 Distribution strategy

Source: Adapted from https://www.slideshare.net/coolusman000/demand-supply-analysis-of-soft-

drink-industry/ assessed on June 28, 2018

The retailers will be the fast food chains,restraunts,grocery stores,mega marts,school

and college canteens etc

5.3.4 Marketing programs

The marketing plan is the part of the business plan. It is a detailed and complete document
or manuscript covering company`s marketing activities.Following are the marketing
objectives of DrinkZy:

 To run and grow the business profitably

 To achieve business objectives
 To achieve sales objectives
 To increase customer volume/base
 To increase market share
 To increase customer satisfaction/trust
 To increase brand image
 To increase customer awareness
1. Buzz marketing

DrinkZy will promote its product through an interesting marketing program that will create
buzz among the public.Such type of marketing campaigns have proved to be
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successful.DrinkZy will adopt buzz marketing strategies to promote its product by
installation of DrinkZy’s vending machines,as there is no company in Pakistan which has
introduced such machines. There will be a special message hidden behind the sticker of
every bottle.The special and innovative outdoor adds other than bill boards will be installed
in different locations.

Figure 5.3 Buzz marketing

Source: Adapted from http://thefoodpornographer.com/2007/10/perth-royal-show-2007-part-

6/assessed on June 28, 2018

2. Word Of Mouth Marketing

Word of mouth marketing starts with buzz marketing. It involves planning a buzz so well
that motivated, satisfied, or impressed people belonging to target market start spreading
message voluntarily.DrinkZy will adopt this strategy by creating a successful buzz.

3. Experiential marketing

Sampling will be done by the DrinkZy marketing team to make the people aware about the
new product in the market.By doing so the brand name can be positioned in the minds of
public.

5.3.5 Sales strategy

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DrinkZy’s sales strategy will be formulated by keeping in view the target market and
product features, by doing so the sales message can be easily communicated to the
audience. The main purpose of DrinkZy’s sales strategy will be

 To highlight the competitive advantage to make the people go for buying the
product.
 To make the sales message clear to the audience.
 To highlight the benefits of product so that people will be interested to buy and try
the new product. As people buy benefits.
 To find out the customer preferences and determining at which location they want
the certain product.
 To position the products of DrinkZy in the market by introducing them at various
related places.

6.0 Production plan

6.1 production process
The manufacturing process of DrinkZy will be set up as per the requirements of the
drinks.The whole manufacturing plant will be organized by keeping in view the steps
involved in production of drinks.Following main steps will be involved:

1. Clarifying the water

The quality of water is crucial to the success of a soft drink. Impurities, such as suspended
particles, organic matter, and bacteria, may degrade taste and color. They will be removed
through the traditional process of a series of coagulation, filtration, and chlorination.
Coagulation will involve mixing a gelatinous precipitate, or floc (ferric sulphate or
aluminum sulphate), into the water. The floc absorbs suspended particles, making them
larger and more easily trapped by filters. During the clarification process, alkalinity will be
adjusted with an addition of lime to reach the desired pH level.

2. Filtering, sterilizing, and dechlorinating the water

The clarified water will be poured through a sand filter to remove fine particles of floc. The
water will pass through a layer of sand and courser beds of gravel to capture the particles.

Sterilization is necessary to destroy bacteria and organic compounds that might spoil the

Figure 6.1 Production process water's taste or color. The water will be

21
pumped into a storage tank and will be dosed with a small amount of free chlorine. The
chlorinated water will be remain in the storage soft drink tank for about two hours until the
reaction will be complete.

Source: Adapted from http://www.madehow.com/Volume-2/Soft-Drink.html assessed on June 28,

2018

Dechlorinating will be next step. An activated carbon filter will dechlorinate the water and
remove residual organic matter, much like the sand filter. A vacuum pump will de-aerates
the water before it will be passed into a dosing station.

3. Mixing the ingredients

The dissolved sugar and flavor concentrates will be pumped into the dosing station in a
predetermined sequence according to their compatibility. The ingredients will be conveyed
into batch tanks where they will be carefully mixed. The syrup will be sterilized while in
the tanks, using ultraviolet radiation or flash pasteurization, which will involve quick
heating and cooling the mixture. Fruit based syrups will generally be pasteurized.

The water and syrup will be carefully combined by sophisticated machines, called
proportioners, which will regulate the flow rates and ratios of the liquids.

4. Carbonating the beverage

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Carbonation will be added to the finished product, though it may be mixed into the water
at an earlier stage. The temperature of the liquid will be carefully controlled since carbon
dioxide solubility increases as the liquid temperature decreases. Carbonators will be
equipped with their own cooling systems. The amount of carbon dioxide pressure used will
depend on the type of soft drink.Fruit drinks require far less carbonation than mixer drinks,
such as tonics, which are meant to be diluted with other liquids.

5. Filling and packaging

The finished product will be transferred into bottles or cans at extremely high flow rates.
The containers will be sealed with pressure-resistant closures. Because soft drinks are
generally cooled during the manufacturing process, they must be brought to room
temperature before labeling to prevent condensation from ruining the labels. This will be
achieved by spraying the containers with warm water and drying them.

Labels will be then affixed to bottles to provide information about the brand, ingredients,
shelf life, and safe use of the product. Cans will be pre-printed with product information
before the filling stage.Finally, containers will be packed into cartons or trays which will
then be transfered in larger pallets or crates to distributors.

6.2 Quality assurance

DrinkZy will have strict quality control processes at every stage of their production process.
From packaging and bottling to beverage-level quality checks, DrinkZy will follow a
comprehensive process that will involve minimal human intervention through its
production procedure.

 Their bottling plants will source ingredients and packaging from approved
suppliers.
 Both their ingredients and finished drinks will be tested in on-site quality control
laboratories.
 Electronic inspection technology will rule out virtually any possibility of foreign
matter, of any kind, present in a bottle.
 Filled Bottle Inspection technology will measure and ensures the uniformity of
net content (liquid) in all bottles through a liquid height parameter.
 They will also use laboratories of DrinkZy Company for further specialized
analysis.

23
  Even in the marketplace,they will conduct random testing and may remove and
replace their drinks from sale if they will not meet their strict quality standards –
even though they will be safe for consumption.

7.0 Organization and management summary

7.1 organizational charts and structure

Table 7.1 Hierarchy of organization

Source: Adapted from http://company-letterhead.com/organizational-chart/assessed on July 6 ,

2018

7.2 Personnel plan

Organizational structure shows the hierarchy of management and the specific duties are
performed by the people within the organization. The plan that describes who will perform
what task and who will report to whom is determined in the personnel plan. The personnel
plan of DrinkZy will include all the necessary tasks that will be performed by the
employees and employers. The following points describe the tasks of different people that
will be performed at different ranks in the organization:

 Duties of Chairperson

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Chairing will be a key role in Management Committee.of DrinkZy. The Chairperson will
ensure that the Management Committee functions properly, that there is full participation
during meetings, that all relevant matters will be discussed and that effective decisions will
be made and carried out.

 Duties of general manage

General manager of administration will be responsible for overseeing all administrative

functions in business. A major part will involve leading and directing employees.

 Duties of marketing manager

Marketing manager will manage all marketing for the company and activities within the
marketing department. Manager will be responsible to develop the marketing strategy for
the company in line with company objectives. They will be co-ordinating marketing
campaigns with sales activities.

 Duties of production manager

Production managers will ensure that manufacturing processes run reliably and efficiently
and carefully manage responsibilities of the job include: planning and organising
production schedules,estimating, negotiating and agreeing budgets and timescales with
clients and managers.

 Duties of sales manager

The sales manager will be responsible for achieving growth and hitting sales targets by
successfully managing the sales team by designing and implementing a strategic sales plan
that expands company's customer base and ensure it's strong presence.

 Duties of personnel manager

Personnel manager will maintain organization staff by establishing a recruiting, testing, and
interviewing program,counseling managers on candidate selection,conducting and
analyzing exit interview and recommending changes.

25
8.0 Financial Plan
8.1 Important assumptions
DrinkZy’s financial plan will have important assumptions regarding the changing market
trends and the customer behavior. DrinkZy focus will be segmented revenue growth
strategies across business in a way that will vary by market type. And they will align their
employee incentives accordingly. In emerging markets, they will focus primarily on
increasing volume, keeping their drinks affordable and strengthening the foundation of
their future success. In developing markets, they will struck a balance between volume
and pricing. In developed markets, they will rely more on price/mix and improving
profitability by offering more small packages.

8.2 Income statement

An income statement is a financial statement that will report DrinkZy’s financial
performance over a specific accounting period. Financial performance will be assessed by
giving a summary of how the business will incur its revenues and expenses through both
operating and non-operating activities. It will also show the net profit or loss incurred over
a specific accounting period.

8.3 Balance sheet

The accounting balance sheet is one of the major financial statements used by accountants
and business owners. The balance sheet is also referred to as the statement of financial
position.A balance sheet reports a company's assets, liabilities and shareholders' equity at
a specific point in time, and provides a basis for computing rates of return and evaluating
its capital structure. It is a financial statement that provides a snapshot of what a company
owns and owes, as well as the amount invested by shareholders.

8.4 Breakeven Analysis

The break-even analysis determines what company need to sell, monthly or annually, to
cover costs of doing business. Break-even analysis entails the calculation and examination
of the margin of safety for an entity based on the revenues collected and associated costs.
Analyzing different price levels relating to various levels of demand, an entity uses break-
even analysis to determine what level of sales are needed to cover total fixed costs.

8.5 Projected Profit And Loss

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The income statement provides significant information about the financial and operational
health of a business. It provides details about revenue, expenses and profits and the margins
associated with these. The margins allow the owners, lenders or investors to compare the
company's performance to others in its industry. Projected income statements allow
companies to forecast their performance in the future based on the assumptions they make
about what will happen.

8.6 Projected cash flow

A cash flow forecast is an estimate of the amount of money you expect to flow in and out
of your business and includes all your projected income and expenses. A forecast usually
covers the next 12 months; however it can also cover a short-term period such as a week or
month. Cash flow forecasting is important because if a business runs out of cash and is not
able to obtain new finance, it will become insolvent. Cash flow will be the life-blood of
DrinkZy as it will be a new start up.

8.7 Business Ratios

A ratio analysis is a quantitative analysis of information contained in a company’s financial

statements. Ratio analysis is used to evaluate various aspects of a company’s operating and
financial performance such as its efficiency, liquidity, profitability and solvency.The
following ratios play an important role for financial analysis:

• Activity ratios

• Liquidity ratios

• Profitability ratios

• Market ratios

• Inventory turnover ratios

8.8 Insurance requirements

The insurances protect the business from different emergency situations.Following types
of insurance will Protect DrinkZy from unexpected situations:

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  Professional liability insurance
This insurance will cover equipment, signage, inventory and furniture in the event of a fire,
storm or theft.

 Property insurance
Product liability insurance will work to protect DrinkZy, with coverage available to be
tailored specifically to a specific type of product.

 Vehicle insurance
DrinkZy’s Vehicles should be fully insured to protect businesses against liability if an
accident should occur.

 Business interruption insurance

If a disaster or catastrophic event does occur, DrinkZy’s operations will likely be
interrupted.In such cases this insurance will be useful.

28
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