MARKETING PLAN 2010

OF
V6 VEGETABLE JUICE
Champion like a thrive

Horlborn Consumers Ltd

6/14/2010
 V6 vegetable juice 2

Prepared for,
Mr. Sajeeb Saha
Course instructor
Department of Agribusiness and Marketing
Sher-e-Bangla Agricultural University
Sher-e-Bangla Nagor, Dhaka-1207

Prepared BY,
1. Md. Rashedul Haque 07-2398
2. Md. Sharifur Rahman 07-2326
3. Md. Wahidul Islam 08-2776
4. Sayeda Razia Islam Nabila 07-2470
5. Mahbubur Rahman 08-3077
6. Md. Shahidul Islam 08-2766
7. Md. Faisal Kabir Khan 08-2778
8. Habiba Begum 08-2684
 V6 vegetable juice 3

LETTER OF TRANSMITTAL
To
Mr. Sajeeb Saha
Lecturer
Department of Agribusiness and marketing
Subject: Submission of marketing plan

Dear Sir

This is our marketing plan of “V6 vegetable juice” which is launched by Horlborn
Consumers Ltd.

In the time of preparing this plan we had to face some problem about marketing
and sales. But we try to apply our marketing knowledge as much as we learn.

We prepare this marketing plan on the basis of our own knowledge and also on
the collected information from different sources. If any type of mistake you notify
please suggest us.

Sincerely yours,

Md. Rashedul Haque 07-2398

Md. Sharifur Rahman 07-2326
Md. Wahidul Islam 08-2776
Sayeda Razia Islam Nabila 07-2470
Mahbubur Rahman 08-3077
Md. Shahidul Islam 08-2766
Md. Faisal Kabir Khan 08-2778
Habiba Begum 08-2684
 V6 vegetable juice 4

Table of Content:
Serial Description Page
No. number
01 Executive Summary 7
02 Company Summary 8
2.1 Location 8
2.2 Size and capacity 9
Product and Service overview 9
3.1 Categories of product 10
03 3.2 Raw-materials of product 11-12
3.5 Nutrition 13
Strategic plan 13
4.1 Vision 13
4.2 Mission 14
04
4.3 Goals 14
4.3.1 Financial Goals 14
4.3.2 Non-financial Goals 14
Situation Analysis 15
5.1 Marketing Summary 15
5.1.1 Market Demographics 15

05 5.1.2 Psychographics 16

5.1.3 Market Needs 16

5.1.4 Consumer Insight 16

5.1.5 Market Trends 17-18

5.1.6 Market Growth 18
5.2 STP Analysis 18
5.2.1 Market Segmentation 18
5.2.2 Target Market 18
5.2.3 Positioning 19
 V6 vegetable juice 5

5.3 SWOT Analysis 19

5.3.1 Strength 19
5.3.2 weakness 19
5.3.3 Opportunities 19
5.3.4 Threats 20
5.4 Competition Analysis 20

5.4.1 Competitor Strength 20

5.4.2 Competitor Weakness 21
5.4.3 Points of Difference 21
5.5 Competitive Advantage 21

5.6 Key to Success 21

5.7 Critical Issue 22
Strategic Marketing Analysis 22
6.1 Marketing Objectives 22
6.2 Strategies 22
6.3 Marketing mix 23
6.3.1 Product strategies 23
6.3.2 Pricing Strategies 23-24
06
6.3.3 Distribution pattern 24

6.3.4 Advertising & Promotion 25

6.3.5 Customer Service 25

6.4 Marketing Research 26

 V6 vegetable juice 6

Financial planning 27
7.1 Financial Overview 27
7.2 Sales Forecast 28
7.3 Revenue Forecast 29
07 7.4 Expense Forecast 30
7.5 Profit Margin 31
7.6 Break-even Analysis 32

Controls 33
08 8.1 Implementation 33
8.2 Marketing Organization 34
8.3 Contingency Planning 34
 V6 vegetable juice 7

01 Executive Summary:

A concrete marketing plan is one of the major tools of a marketer to be successful

in his business. As a student of Agricultural Marketing we were assigned to make
a marketing plan. For this purpose we selected “V6 vegetable juice” as our
product and made a marketing plan of this product.
Horlborn Consumers Ltd serves both the consumer market, as well as local
restaurants. We will succeed in developing a profitable business through the use
of our two competitive advantages, quality and flexibility.
The local farmers of vegetable cannot produce enough products to satiate local
demand and also other beverage company can’t able to satisfy the consumer
through their product. We see this market opportunity and are prepared to seize
it.
Our mission is to provide the highest-quality vegetable Juice. We exist to attract
and maintain customers. When we adhere to this maxim, everything else will fall
into place. Our services will exceed the expectations of our customers.
We have first formed a company then as per requirement we have given
description of the business and current market situation. We have provides these
details based on our own knowledge and collected information from different
sources.
Then we have discussed about our strategic plan, market summary, market trends
and market growth. We did SWOT analysis, STP analysis, Competition analysis and
also our competitive advantage.
We also provide marketing strategy, pricing strategy, and also distribution
channel. We mentioned our local and advertising and promotional activities. Then
we included our financial plan and also our implementation plan.
 V6 vegetable juice 8

02 Company Summaries:

 Legal Name : Harlborn Consumers Ltd. ™

 Trade name : Harlborn Consumers Ltd. ™

 Business Address :
Factory (Manufacturing Plant): Ishurdi EPZ, Pabna.

Head Office: Twin Builders Complex, 52/A Motijhil,Road 13/C,

Motijhil, Dhaka.
 E-mail : harlbornv6@gmail.com
 Website : www.harlborn.v6.com
 Phone : +88013670487
 Fax : 91-3483-244441.

Type of Organization : Partnership

2.1 Location:
 Plant Location: We have to select a better manufacturing plant as well as
the distribution place. In favoring the environmental factors as considered
for the hygienic manufacturing plant as further the Ishurdi EPZ which area
is much free from the violence of political disturbance & other hindering
factor.
 Central office: our target distribution place is Dhaka division with other
renowned districts of the noteworthy division of Bangladesh. So, our
central official position is situated at the twin builder’s complex at Motijhil.
In other districts our own distributor sends our products through low cost
with our great transportation facility.
 V6 vegetable juice 9

2.2 Size & capacity:

 Establishing the manufacturing plant the size of capacity is a great factor to
run the whole processing plant. Size & capacity should be effective for
proper working.
 In total we need 5600 square feet to move freely.
 A small portion of that place will be used as a controller office.
 Warehouse free space to store & preserve the raw materials.
 Central office space is about 4000 square feet.
3.0 Product and Service overview:
Product and service overview includes categories of product, raw-materials of
product and also the nutritional value of the V6 vegetable Juice.
 V6 vegetable juice 10

3.1 CATEGORIES OF PRODUCT:

There are six season in Bangladesh. Among them winter is the most vital
season for huge production of green vegetables. We select winter
vegetables for our juice production. So our target product is winter
vegetable juice. We divided our product into three types on the basis of
their weight and size.

1 liter 500ml 200ml

 V6 vegetable juice 11

3.2 Raw Materials of Product:

Vegetables are an essential part of any healthy diet. Vegetables provide
nutrients, such as potassium, magnesium and vitamins A, C and E that are
vital for overall health and maintenance of your body. That’s why we select
following vegetables.
Tomato:

Tomato provides powerful, natural antioxidants. The antioxidant Lycopene

is found naturally in tomatoes, and helps protect against cell damage.

Cabbage:

It helps to round out your diet with other vitamins, minerals and natural
antioxidant

Carrots:

Delivers vitamin A (alpha- and beta-carotene) to help maintain vision and a

healthy immune system
 V6 vegetable juice 12

Lettuce:

One cup of iceberg lettuce has only 10 calories!

Spinach:

Supply huge amount of vitamin A E K C & with calcium energy and iron

Swamp cabbage:

It gives us vital amount of vitamin A & C with high amount of protein calcium
and iron
 V6 vegetable juice 13

3.3 Nutrition:
Example nutrition information for V6 Vegetable Juice:

Nutrition Data
Servings per package: 1
Serving size: 250 ml
Average qty per serving Average qty per 100 g
Energy 165 kJ (40 cal) 66 kJ (16 cal)
Protein 2.4 g 1.0 g
Fat
- Total Nil Nil
- Saturated Nil Nil
Carbohydrate
- Total 6.3 g 2.5 g
- Sugars 6.3 g 2.5 g
Sodium 660 mg 263 mg
Vitamin A 325 µg (40%) ^ 130 µg
Vitamin C 52 mg (130%) ^ 21 mg

04 Strategic Plans:
The new marketing plan has developed its strategies by focusing on the vision,
mission, goals as well as its core competency.

4.1 Vision:
We envision a marketing system that quickly and efficiently moves wholesome,
affordable agricultural products from the farm to the consumer. Our target
customer, they can take the nutrition of the vegetable. Our product must be
diversified as the consumer need. We have to create our market demand and
grow awareness among the people. At first we have to capture our local market
within two years and we will start to export our product within five years.
 V6 vegetable juice 14

4.2 Mission:
Our mission is to provide the highest-quality vegetable Juice. We exist to attract
and maintain customers. When we adhere to this maxim, everything else will fall
into place. Our services will exceed the expectations of our customers.
We also focus on the following missions,

 Hygienic food
 Finest quality of our product
 Keeping the affordable price
 Provide best customer service
 Provide energetic and nutritious food

4.3 Goals:
We divided our goals into two part, financial goals and Non-financial goals.

4.3.1 Financial goals:

1. Realize a 5% increase in gross profit margins through efficiency gains every
year. Reduce the transportation costs associated with product delivery by
10% by the end of the first year.
2. We will address break-even analysis, sales forecasts, expenses forecasts,
and how those link to the marketing strategy.

4.3.2 Non-financial goals:

1. Maintain positive, steady growth each month.
2. Experience an increase in new customers who are turned into long-term
customers.
3. Generate brand equity at the Farmer's Market as well as within the
commercial restaurant industry market.
4. Awareness regarding services offered, develop the customer base, and
work toward building customer loyalty.
5. To enter into new market.
 V6 vegetable juice 15

05 Situation Analyses:
V6 vegetable juice is a start-up business. The vegetables have been well received
and marketing is now critical to its continued success and future profitability.
Harlborn offers a wide range of high quality vegetable juice.
The basic market need is high quality vegetables with flexibility of production for
both the consumer and commercial market.

5.1 Market Summary:

We possesses good information about the market and knows a great deal
about the common attributes of our most prized and loyal customers. We will
leverage this information to better understand who is served, their specific needs,
and how we can better communicate with them.

5.1.1 Market Demographics:

The profile for our customer consists of the following geographic,
demographic, psychographics and behavior factors.

Individual’s demographics:
 Singles and families.
 Children’s
 Sick people
 Ages 25-50, this segment makes up 53% of the market
according to the Chamber of Commerce.
 Have attended college or graduate school.
 Are cognizant about their health
 Female aged 30-52
 Tend to eat out at least once a week.
Behavior Factors:
 Are willing to pay a premium for higher quality, tastier vegetable
juice.
 There is value attributed to the more attractive beverage of
vegetable juice.
 Enjoy a high-quality juice without the mess of making it themselves.
 V6 vegetable juice 16

5.1.2 Psychographics:
 Moderate involvement with product purchase, seeking information about
health benefits and nutritional facts of V6 products
 Well educated, hard working and active females with a desire to provide a
healthy lifestyle for themselves and their family
 Time poor people, struggling to manage theirs and their families active lives
who seek an easy solution to providing nutritional beverages as an
alternative to soft drinks
 Females who take both an emotional and rational approach to buying their
families food
 Prone to moderate levels of emotional attachment with brands
 Eager to seek out the most consistently nutritious beverage products

5.1.3 Market Needs:

We provide individuals and restaurants with high-quality vegetable juice.
We seek to fulfill the following benefits that are important to their customers.
 Selection: A wide choice of different vegetables with the flexibility to
change crops midseason.
 Competitive Needs: Sugary soft drinks are low in nutritional value to
recover this there needs a healthy and long lasting energy drinks.
 Customer service: The patron will be impressed with the level of attention
that they receive.
 Competitive pricing: All products will be priced competitive to true
substitutes.
 V6 vegetable juice 17

5.1.4 Consumer Insight:

The consumer insights are listed from most important to least important for the
target audience
The need for a healthy alternative to soft drinks
 Sugary soft drinks are low in nutritional value
 Over indulgence of soft drinks leads to poor eating habits
 Needs a variety of beverage choices
 Needs a way to gain healthy long lasting energy
 Have fast paced lives and do not have time to make healthy meals everyday

Passionate about their and their family’s health and well being
 Genuinely concerned about the overall health of their families
 V6’s high volumes of vitamins and antioxidants contribute to healthy family
members
 Provides a solution to the worry of what to feed to themselves and their
children with little post purchase regret
 Want to maximize on opportunities to save time and effort by purchasing a
quality product
 Highly likely to put their families needs in front of their own
 Needs to feel good about their dietary decisions and give them a sense of
empowerment
 Peer pressure forcing them to have the perfect healthy family

5.1.5 Market Trends:

The market for vegetable juice has exploded within the last few years.
Explanations for this trend are,

 Market supply: The increase of supply has reinforced the demand.

Within the last few years many farms that were producing grains
have moved to production of vegetables because of the increased
margins and market demand.
 V6 vegetable juice 18

 Health consciousness: Now a day’s Bangladeshi’s have become

more health conscious and vegetable have supported this goal as
juice are inherently healthy and a vegetable mix juice is far tastier
than the others juice.
 Presentation/appearance: Presentation as an element of the
culinary experience has taken on more value as juice has become
more creative over the last several years.

5.1.6 Market Growth:

We are learning to appreciate the more sophisticated taste of this health food.
Therefore taste and health consciousness is what is driving this demand. This
demand can be seen by the increase of juice offerings by finer restaurants.
Lastly, presentation is becoming a variable in gauging the quality of a product, and
a mix for vegetables as juice is very aesthetically pleasing.

5.2 STP Analysis:

The following STP analysis consists of market segmentation, target market and
positioning.

5.2.1 Market Segmentation:

We have segmented our customer into three groups.
 Individual consumers
 Restaurants and
 Hospitals

5.2.2 Target Market:

 Children
 Sick people
 Active adult female
 School, College, and Universities students
 Old aged people
 Time poor people
 V6 vegetable juice 19

5.2.3 Positioning:
V6 juice helps to maintain good health, when time is short, which create a value
in consumers mind about this product and motivate rheumy to buy frequently.
Horlborn will position itself as:

 Flexible.
 High-quality producer.
 Professional.
 Reliable

5.3 SWOT Analysis:

The following SWOT analysis captures key strengths and weaknesses within the
company and describes the threats facing Horlborn Consumers Ltd for marketing
V6 vegetable juice.

5.3.1 Strengths:
 Availability of seasonal vegetables throughout the year.
 Flexibility in meeting vegetable needs.
 Flexibility in meeting restaurant's needs.
 High-quality product offerings that exceed competitor’s offerings of price,
quality, and service.
 Higher than industry margins due to production efficiencies.

5.3.2 Weakness:
 V6 Vegetable juice lacks brand equity.
 A limited marketing budget to develop brand awareness.
 The decreased degree of flexibility when near full production.

5.3.3 Opportunities:
 Growing market with a significant percentage of the target market still not
aware that vegetable juice exists.
 The ability to develop long-term commercial contracts which should lower
costs associated with production.
 Children prefer juice than others meal.
 V6 vegetable juice 20

5.3.4 Threats:
 An out of state, already established competitor that has decided to make
customer service and flexibility their selling point.
 A health scare that questions the safety of V6 vegetable juice.
 Poor weather which will affects the market of V6 vegetable juice.
 Customers are very much habitual to take vegetables as green.

5.4 Competition Analysis:

Though V6 vegetable juice is a new product in the market but there are some
similar products also. Basically the beverages, fruit juices and vegetable products
are the major competitors. The competitors are divided in two -

Direct Competitors:
Beverages and fruit industries, like- Pepsi, coca cola, PRAN juice, ACMI juice,
Frutika etc.

Indirect Competitors:
Raw vegetable markets, vegetable by products (biscuits, soups, snacks), some
healthy drinks like Boost, Flavored milk etc.

5.4.1 Competitors Strength:

1. Established brands- the competitors have established brand like Coca-Cola,
Pran.etc. But we the new comer.
2. Product supply- the competitor’s product supply is very larger than our
product.
3. Price- the products are similar price like us.
 V6 vegetable juice 21

5.4.2 Competitors Weakness:

1. Quick, tasty and healthy alternative to soft drinks and colas.
2. Diet V6 juice has high levels of vitamin A & C, at the requirements of
consumer’s daily values.
3. General consciousness among the consumers of bad effect of soft drinks.
4. Soft drinks can be high in sugar which can be a main deterrent for
consumers.

5.4.3 Points of Difference:

The point of difference that makes this vegetable juice than the others are-
 New idea- Vegetable juice concept is first in Bangladesh in the juice
industry.
 Different experience & knowledge- The customers will have the
distinctive feelings & experiences that they will not get although other
drinks exists in market.
 Strong distribution channel- As this product has strong channel
distribution channel, the consumer get it at every retail shop.

5.5 Competitive Advantage:

Our competitive advantage is really a superior one;
1. 100% vegetable juice.
2. High contents of vitamin A & C.
3. Low levels of sodium.
4. Less fat & calories than other drinks.
5. Tasty & healthy.

5.6 Key to Success:

Exceed the customer's expectations. Additionally, Harlborn consumers Ltd will:
 Generate repeat business
 Increase the transactions amount per customer.
 Increase the number of restaurant accounts.
 Increase variety of juice.
 V6 vegetable juice 22

5.7 Critical Issue:

Harlborn consumers Ltd is still in the speculative stage as a V6 juice producer. Its
critical issues are to continue to take a modest fiscal approach; expand at a
reasonable rate, not for the sake of expansion in itself, but because it is
economically wise to; and continue to build brand awareness to lower future
marketing costs.

6 Strategic Marketing Analyses:

Strategic marketing analysis includes marketing objectives, marketing strategies,
marketing mix, and market research of V6 vegetable juice.

6.1 Marketing Objectives:

The objectives of all integrated marketing communications will be to:
 Inspire consumers to view V6 in a new more vibrant light
 Empower the female target audience about their dietary decisions
 Showcase the nutritional benefits and great taste of all V6 products
 Establish a connection between V6 and healthy active lifestyles

6.2 Strategies:
The single objective is to position vegetable juice as THE finest producer of
vegetable in Bangladesh, commanding a majority of the market share within five
years. The marketing strategy will seek to first create customer awareness
regarding services offered, develop the customer base, and work toward building
customer loyalty. We seek to communicate the message that we are the finest
producer of high-end vegetable as JUICE. This message will be communicated
through a variety of methods. The first method will be advertisements. Some of
the advertisements will be co-branding with the Farmer's Market. Other
advertisements will be solely Harlborn advertisements. The ads will be placed in
both the local newspaper as well as the local art/entertainment paper.
The message will also be communicated to the different hospital through
networking with owners and managers. We will also communicate our message
through informal gatherings and networking with consumers and hospital
owners.
 V6 vegetable juice 23

6.3 Marketing mix

V6 Vegetable Juice marketing mix is comprised of the following approaches to
product, price, distribution, advertising and promotion, and customer service.

6.3.1 Product strategies:

Basically at the beginning we are producing only vegetable juice made through
winter vegetable. Afterwards we will produce juice made through summer, year-
round vegetable, souses etc. Since our product fulfills both vegetable needs and
beverage needs it will be competing with both green vegetables and beverage
drinks.

6.3.2 Pricing Strategies:

Pricing strategies are most important stage in marketing mix. As we are going to
launch a new product in the market, we do not have any idea whether the price
would be accepted or not by the customers. If we select extensively high price,
customers will not buy and volume of sales will be very low. On the other hand
setting lower price will not cover our costs. So we have to consider the following
things in selecting price.

 Acceptance of product:
As our product faces competition against both green vegetables and beverage
drinks, price of our product should be accepted by customers. Our product fulfills
both vegetable needs and beverage needs. For this extra utility we will charge
higher price than our competitors.

 Maintaining market share:

If our product is accepted by customers in near future, more competitors will
enter in the market. So our price should be such that can protect our market
share in the competition period. Moreover we will need to lower the price to hold
the market share at the time of competition.

 Earning profit:
As a business our main objectives is to earn profit. So we should not set any price
that will not cover the cost of the product. After covering the cost we set a profit
margin for our pricing.
 V6 vegetable juice 24

After analyzing all of this we select Market-oriented pricing that is setting a price
based upon analysis and research compiled from the targeted market and also
with the cost.

6.3.3 Distribution Strategies:

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.
 V6 vegetable juice 25

6.3.4 Advertising and promotion:

A mixture of advertisements and networking will be used to increase visibility for
V6 vegetable juice.
In first we will be focused on introducing the product. The advertisement will be
done on different media e.g. television, newspaper and billboard to make people
aware of the product.

Promotional activity:

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

hospital, and restaurant.

 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.
 Sometimes we will offer free sampling for the mass sale of product.

6.3.5 Customer service:

Obsessive customer service is the mantra. Horlborn consumers Ltd philosophy is
whatever needs to be done to make the customer happy must occur, even at the
expense of short-term profits. In the long term, this investment will pay off with a
fiercely loyal customer.
 V6 vegetable juice 26

6.4 Marketing Research:

During the initial phase of the marketing plan development, several focus groups
were held to gain insight into prospective customers. These focus groups
provided helpful insight into the decision making processes.

An additional source of dynamic market research is a feedback mechanism based

on a suggestion card system. The suggestion card has several statements that
customers are asked to rate in terms of a given scale.

There are also several open ended questions that allow the customer to freely
offer constructive criticism or praise.
The “V6 vegetable juice” will work hard to implement reasonable suggestions in
order to improve their service offerings, as well as show its commitment to the
customer that their suggestions are valued.

The last source of market research is competitive analysis. The Horlborn

consumers will send people to local competitors to gain information about their
product offerings.
 V6 vegetable juice 27

Financial Overview:
As we start our business in the year of 2011, we can’t expect a huge sales as well
as huge profits. But our market research says that there is a good potentiality of
this unique featured product. We project our sales will be keep rising next’s year.
More ever promotion and advertising will help in increasing sales. At the very first
of our business our mission should be emphasis on promotional activities and
recognizing the product at every level.
Now we are showing our five year projected plan.

Description 2011 2012 2013 2014 2015

Total (200000*22)+ (310000*22)+ (460000*22)+ (750000*22)+ (850000*22)+
Revenue (80000*38)+ (150000*38)+ (250000*38)+ (500000*38)+ (650000*38)+
(100000*68)= (200000*68)= (310000*68)= (600000*68)= (750000*68)=
14240000 26120000 40700000 76300000 94400000

Variable (200000*16)+ (310000*16)+ (460000*16)+ (750000*16)+ (850000*16)+

Cost ( Raw- (80000*30)+ (150000*30)+ (250000*30)+ (500000*30)+ (650000*30)+
materials, (100000*56)= (200000*56)= (310000*56)= (600000*56)= (750000*56)=
marketing, 11200000 20660000 32220000 60600000 75100000
advertising,
Promotion)
Fixed Cost ( 5000000 5000000 5000000 5000000 5000000
Land,
Factory,
Office,
Storage)

Total Cost 16200000 25660000 37220000 65600000 80100000

Profit -1960000 460000 3480000 10700000 14300000

Margin
 V6 vegetable juice 28

Sales Forecast:
The first three months of first year will be used to set up the processing and
manufacturing plant for the production of V6 vegetables juice. There will not be
sales activity until the processing plant has established. From month four there
will be a steady increase in sales.

total Sale

2500000

2000000

1500000

total Sale

1000000

500000

0
2011 2012 2013 2014 2015

Fig: Sales Forecast

 V6 vegetable juice 29

Revenue Forecast:
As in the third month our product sales started and its will be increasing day by
day our revenue also will be increased potentially. This growing revenue is shown
by the following graph.

total revenue

100000000

90000000

80000000

70000000

60000000

50000000 total revenue

40000000

30000000

20000000

10000000

0
2011 2012 2013 2014 2015

Fig: Revenue Forecast

 V6 vegetable juice 30

Expense Forecast:
Marketing expenses are budgeted to analysis the year-wise expense of Horlborn
Consumers Ltd. The projected expenses for five years are shown by the following
graph.

90000000

80000000

70000000

60000000

50000000 Fixed Cost

40000000 Variable Cost

30000000

20000000

10000000

0
2011 2012 2013 2014 2015

Fig: Expense forecast

 V6 vegetable juice 31

Profit Margin:
The progresses of Horlborn Consumers Ltd are measured by analysis the yearly
profit. These are shown by the following graph.

Profit Margin

16000000

14000000

12000000
2011
10000000
2012
8000000
2013
6000000 2014
2015
4000000

2000000

0
2011 2012 2013 2014 2015
-2000000

Fig: Profit Margin

 V6 vegetable juice 32

Break even Analysis:

The Break-even Analysis indicates 25890000tk will be needed in yearly revenue to
reach the breakeven point.

100000000

80000000

60000000

Fixed Cost
Profit
40000000
Total Expense
Total Revenue

20000000

0
2011 2012 2013 2014 2015

-20000000
 V6 vegetable juice 33

8.0 Controls:
The purpose of V6 vegetable juice marketing plan is to serve as a guide for the
organization. The following areas will be monitored to gauge performance:
 Revenue: annually
 Expenses: annually
 Repeat business.
 Customer satisfaction.
8.1 Implementation:
The following milestones identify the key marketing programs. It is important to
accomplish each one on time and on budget. As successful entrepreneur we must
fix the detailed action plan with when we are going to perform that. There are
some primary activities (planning, permeation from Government) that we assume
we have already performed.

Month

Starts selling of product

Starts Production

Creation of Marketing
Channel

Labour supply

Purchasing Machinaries

Building production plant

0 0.5 1 1.5 2 2.5 3 3.5 4

Month
 V6 vegetable juice 34

8.2 Company Organogram:

CEO

DIRECTOR

Chief marketing Chief HR Chief Finance Chief IT

GM Product & GM HR Operation GM Finance & GM IT &

Service Accounts Planning

GM Sales & GM HR Training GM Corporate GM IT &

Distribution Operation

8.3 Contingency Planning:

Difficulties and risks:

 Problems generating visibility.
 An already established competitor that chooses to compete on
quality and flexibility.
 Poor weather which could hamper crop yields.

Worst case risks may include:

 Determining that the business cannot support itself on an ongoing
basis.
 Having to liquidate equipment to cover liabilities.