A study on,

New Product Development

Our Product is Fresh Mango Juice
Group name: Friendship

A Report on
New Product Development
Our Product is Fresh Mango Juice

Prepared For:
Anika Khorshid
CBA College of Business Administration

Prepared By:
Section: F
Group name: Friendship
Group member:
Serial

Name

ID

Program

01

Md. Khorshed Alam

10302026

BBA

02

Md.Imam Uddin

10302045

BBA

03

Sonya Akter

10302025

BBA

Signatures

IUBAT-INTERNATIONAL UNIVERSITY OF BUSINESS AGRICULTURE AND

TECHNOLOGE.
Date of Submission: 05.08.2012

July 31,2012
Anika Khorshid
Course instructor
CBA College of Business Administration
IUBAT (International University of Business Agriculture & Technology)
4 Embankment Drive Road, Sector 10
Uttara Dhaka, 1230.

Subject: Letter of Transmittal.

Madam,
We are very pleased to submit our report on Fresh Mango Juice. It was a great opportunity for us to work as a
reporter on the topic of Fresh Mango Juice. That you have asked us to prepare on 31th July, 2012. In this
report we have to complicated our knowledge what we learn from our academic career & give experience about
Fresh Mango Juice. We tried to give our greatest effort on preparing this report as best.
Considering the level of hard working, information, processing, and analysis we believe that this report is a
complete one. We hope that our study will meet your expectation as well.

Sincerely yours,
Group Leader

Md. Khorshed Alam

ID #10302026
.

Student Declaration
We are the students of Bachelor of Business Administration (BBA), at the IUBAT-International
University of Business Agriculture and Technology and declaring that, this assignment on the
topic of Fresh Mango Juice.Has only been prepared for the fulfillment of the course of MGT401.

This report is not prepared for any other purposes.

Thanking you

Serial
01

Name
Md. Khorshed Alam

ID
10302026

Program
BBA

02

Md.Imam Uddin

10302045

BBA

03

Sonya Akter

10302025

BBA

Signatures

Acknowledgement

It is a great pleasure to prepare assignment on this subject and gain an experience on

performance Appraisal. I would like to thank and convey our honorable faculty Anika
Khorshid (CBA) IUBAT, for giving us an opportunity to prepare this assignment. I would also
like to express my sincere appreciation to his wholehearted support and guidance.

Many thanks are due to Tanvir H Dewan course coordinators of collage of Business
Administration & A.B.M. Monirul Haq for their help and encouragement.

I am grateful to all of them, their help and support made it possible for to make this assignment
into a desired & successful ending.

Table of content

Serial no.

Particular

01
02
03
04
05
06
07
08
09

Page no.
Title Fly
Title page
Letter of Transmittal.
Student Declaration
Acknowledgement
Executive summary

Introduction
Objectives

i
ii
iii
iv
v
vi
8
9
9

Goals
10

9
Mission

11

9
Vision

12
13
14
15
16

10
Scope
Methodology
Limitation
Background information

10
10
10-11
11

Source of data
17
18
19
20
21
22
23
24
25
26
27

11
Types of Product
Product Review
Company Overview
Mango Juice
History of Mango
Yummy Mango Juice Blends
Mango Production
Current market analysis
Review of competitors
Review of distribution

12
12
12
13
13
13
13
14
14
14

Distribution channel
28
29
30

14
Financial Projection
Chemical composition

14
15

SWOT Analysis
31
32
33

15
Analysis of competition
solution

15-16
16

Customer Promotion
34
35
36
37
38
39

17
Finance sought
Product Marketing
Pricing Strategies
Place or Distribution
Advertising and Promotion
Health Benefits

18
19
19
19-20
20

Introduction
We want to develop the product, our product is mango juice. Mangoes are known as the king of
all fruits. The juice of mango is very beneficial for our health. It is full of vitamins and minerals.
It contains antioxidants which are very good for many ailments.
Mango juice is a known health drink and is popular all over the world. Mangoes are an
excellent source of Vitamins A and C. Mangoes are very rich in fiber content.
Summer is the only season, when we collect mango and we make best use of our home grown
mangoes and produce fresh mangoes juice. Subarnarekha, a variety of sweet mango is best
suited to prepare mango juice. Its pulp blends well to yield a smooth creamy juice.
In the present times, mango is widely cultivated as a fruit tree in frost-free tropical and warmer
subtropical climates throughout the Indian subcontinent, North, South and Central America, the
Caribbean, South and Central Africa, Australia and Southeast Asia. It is easily cultivated
yielding more than 1,000 varieties, ranging from the "turpentine mango" (named for its strong
taste of turpentine) to the heaves de Toro (literally "eggs of the bull", a euphemism for "bull's
testicles", referring to the shape and size).
Owing to such a high level popularity, the mango is also applicable as a blend in several drink
recipes, including the popular ones as.
fresh juice is a highly nutritional fruit that can be put through your juicer to achieve juice
with great healing powers.
fresh juice has a number of health benefits that have been documented over many years.
Green fresh juice contains a number of minerals and vitamins including potassium,
sulphur, chlorine, iodine, vitamin C, vitamin B6 and 'vitamin .

Objectives
It provides the fresh juice as an indicator to identify carbon in a variety of substances. It is
providing Achieving social values with sustainable fiscal advantage for all our stakeholders.
Our product Fresh Mango Juice has some own objectives. This objectives are given to the
below

Quality maintenance and improvement.

Satisfied customers.
Hold on to the current customers and again gain customer loyalty.
Gain competitive advantage over all the competitors.
To double sales and expand production capacity every 7 8 years.
To become one of the biggest names in international fruit and vegetable processing
industry.

Goals

Quality maintenance and improvement.

Satisfied customers.
Hold on to the current customers and gain customer loyalty.
Gain competitive advantage over all the competitors.

Mission
Establish Healthy Juice as the Local areas which are leading source of healthy energy in the
form of nutritional juices to making a difference through our values .
Vision
Discover all over the Bangladesh from nutritional juices, providing for all their needs always
with the assurance of outstanding quality.

Scope
The market of soft drinks and beverage is very competitive. We may say that as a strong market.
This project paper is prepared as marketing plan of a product which brand name is Fresh Mango
Juice.
Methodology
To prepare this report standard methods of report writing have been used. For writing this report
different types of data were needed to complete tabulate and analyze. The required data were
collected by using secondary sources. For collecting data from secondary sources go through
various web sites. After completion of the data these were sorted into different categories.
Limitation
The study suffered a number of limitations

Lack of the part of experience of the researchers.

Unconfirmed accuracy of certain information acquired.
The comparisons may not be effective enough.
Lack of time for preparing the report.

Background information
FRESH stands for Program for Rural Advancement Nationally. The largest fruit and vegetable
processing industry in Bangladesh with countrywide distribution network AMCLs FRESH is an
established brand of Bangladesh with an extensive sales force all over the country. FRESH have
a well-developed infrastructure for production, sales and distribution. FRESH has proven itself
as Local product but of international standard.
AMCL was launched in 1985 as an agri-business venture to:
Serve small farmers with inputs.
10

 Marketing farm produce for profits.

Organizing contract growers to grow specific crops.
Exports of agricultural products.
Soon it was apparent that a processing facility was imperative for a sustainable venture. AMCL
therefore set up a factory on 8 acres in Ghorasal with machinery for bottling and canning in
May 1991. The factory has expanded substantially over the last 9 years in all spheres of food
processing e.g. bottling, canning, pulping, pickling, concentrating as well as installation of
Bangladeshs first Tetra-Pack facility and a modern Extrusion plant for snack food. Machinery
for all these lines are being installed, expanded, modified and fabricated continuously.
AMCL are very keen to adopt a new technology as it is discovered because of being in such a
competitive market. FRESHs R & D are always working hard for a better technology of
production. All departments administrative works are done through connected computers using
the best software and hardware.
Being a major exporter FRESH has to communicate a lot with outside suppliers, retailers or
consumers. Therefore this section is very important for AMCL. FRESH has taken this
communication issue very seriously. They often have to do meetings by doing teleconferences,
internet shopping, video conference etc.
AMCL provides with good quality products conforming to local tastes, health and hygienic
standards which are of affordable price and within the reach of target consumers. This is the
first and largest ISO 9001 certified food processing industry in Bangladesh. It is an excellent
source of Vitamin C and contains large amounts of glutamine, an amino acid that has antiinflammatory properties.
The color of the juice changes in response to changes in its hydrogen ion concentration. Acids
will donate hydrogen ions in an aqueous solutions
Source of data
Our source of data is internet other company profile, published magazine by other company
etc. we also collect information from our experience.
Types of Product
There are three types:
Green : It has more phytonutrients than the green fresh juice.
11

 Red : Red fresh juice contain anthocyanin (red pigment/color) is an antioxidant that can
help protect brain cells, thus can help prevent Alzheimer's disease.
The vitamin C content of red fresh juice is 6-8 times higher than that of the green fresh
juice
And savoy : While Savoy has a bumpy texture, with yellowish-green color.

Product Review:
Fresh Puffed Rice (Muri) 500gs Spice Powder Coriander Fresh Spice Powder Turmeric Fresh
Frooto Mango Juice 250mlFresh Hot Tomato Sauce 1LFresh Mixed Fruits Jam Fresh Frooti
Orange Juice
Company Overview
The fresh juice sCompany Ltd is a nonalcoholic & no preservative beverage company.
It provides diet and regular bright beverages and still beverages such as 100 percent
natural juice.
fresh juice Company Limited as the performing with their marketing strategies are used
very effectively in market position.
fresh juice stands for Program for Rural Advancement Nationally.
The fresh juice Company will grow up in build and became the largest fruit processor in
Bangladesh
Mango Juice
The Luscious Mango Juice
The cold, sweet & heavenly blend of mango pulp, ice & a pinch of ground cardamom mixed
into water/milk with sugar comes out as the extremely nutritious mango juice. In the scorching
summer season, the loss of appetite, lack of exercise, and a generally unhealthy lifestyle
demand immediate attention. The cold mango juice comes as the rescuer, providing the only
real way to super-boost the energy levels while enjoying the food. Even the companies active in
the processed mango products world market, have been developing innovative recipes to
enhance flavor and aroma to serve consumers' tastes.
Recent studies in the related field involve the detail analysis of flavor compounds from mango
12

puree through cross-flow microfiltration on microporous ceramic alumina membrane and

subsequent concentration of permeate by reverse osmosis.
Due care is taken to recover the major aromatic chemical compounds, monoterpene
hydrocarbons- both qualitatively and quantitatively. The blending mango nectar from different
varieties, based on their aromatic compounds, are also being studied for having clear idea of
consumers' preferences.
History of Mango
The earliest mention of mango, Mangifera indica, that means "the great fruit bearer," is in the
Hindu scripture dating back to 4000 BCE. Witnessing a cultivation timeline of thousands of
years, mangoes have been produced in the Indian Subcontinent and reached East Asia between
the 5th-4th century BC. They were transported to the regions of Brazil, West Indies and
Southern North America by the 10th century AD. It was brought to the Occidental world by the
navigator Vasco da Gama, in 1498. The mango arrived in Brazil in the 16th century, brought by
Portuguese hands, which introduced it first to Pernambuco's captaincy, and from there to the
rest of the country.
In the present times, mango is widely cultivated as a fruit tree in frost-free tropical and warmer
subtropical climates throughout the Indian subcontinent, North, South and Central America, the
Caribbean, South and Central Africa, Australia and Southeast Asia. It is easily cultivated
yielding more than 1,000 varieties, ranging
Yummy Mango Juice Blends
Owing to such a high level popularity, the mango is also applicable as a blend in several drink
recipes, including the popular ones.
Mango Production
Having more than three-quarters of the world's production in the Asian region, Mango
(Mangifera indica L.) is also grown in other regions of the world, but. Having attractive flavor,
taste, aroma and texture, it is addressed as the queen of fruits in tropical areas of the world. In
India, there are more than 1,000 different varieties of mangos. In the present times, mango is
one of the most popularly exploited fruits for food, juice, flavor, fragrance and color. Despite of
being a popular fruit globally, the farmers cultivating this fruit receive a low price in return of
their produce. This has led to mangoes being available as a fair trade item in some countries.
Dwarf or semi-dwarf varieties, such as Nam Doc Mai, yield fruits in containers

13

Current market analysis

According to the information from different sources Fresh mango juice will be leader in the
juice sector of soft drinks market. After Fresh mango Juice, Fresh, Frutrika, Furto are in the
position. Most market shares will be holding by Fresh mango Juice next Fresh ,Frutrika and
then Fruto.Fressh Mango Juice in aseptic pack. Available favors in this category are :mango,
lemon, orange, pineapple, guava, and mango pine. Juice in can The Juice in cans are
hygienically produced by state to the art machine from flavors of mango, orange and guava.
Review of competitors
Currently there are so many juice companies in our country. Among them Fresh Juice will be
the leader of juice sector in Bangladesh. Except Fresh, Lemu ,mojo, RC cola ,Pepsi, URO cola.
Review of distribution
Juice primarily use existing distributors for distributing their product Fresh Mango juice then
they make some new channels and assign some distributors to promote their product to all over
the country. So Fresh mango juice deal with this chain:
Manufacturer>Wholesaler > Retailer > Customer
Distribution channel
Company using mobile shop in the shopping malls ,offices and crowded areas so that people
can purchase the product easily when the like to consume. We will make our consumer by Value
Delivery Network.
Financial Projection
Projected Turnover in recently Year

Net Sales Income (NSI) of approximately 1 million

Gross margin 20% of NSI

Particular elements are:
14

 Raw Material
Packaging Material
Labor
FOH
COGS

Chemical composition
provides, lipids, carbohydrates, calcium, phosphorus, iron, magnesium, zinc, fruit albumin,
arsenic,
copper,
iodine,
sulfur,
sodium.
Vitamins A, B1, B2, B3, B5, B6, B9.PP, K, U, E

SWOT Analysis
Strength:
Government support: Being the biggest local force in the industry AMCL always hade
Government by its side. Government has been supporting Fresh Mango Juice in many
ways like subsidies export subsidies tariffs on foreign competitors etc.
First movers advantage: Fresh Mango juice entered the market when the product was
still very new to the consumers and there was little or no presence of any other local
companies with such investment. Therefore Fresh Mango Juice had the first movers
advantage which they are still enjoying till now.
Internal strength: AMCL has a very powerful management team to juice a strong
gigantic workforce. Despite its huge size Fresh Mango Juice has been able to maintain
labor productivity and increasing sales. It labor productivity is twice as much as any
other local company in the market.

Market share: FRESH AMCL has a great competitive advantage over the other
competitors. As mentioned earlier it is the largest fruit and vegetable processing industry
15

in Bangladesh and holds the biggest share in markets in Bangladesh among the local
companies. FRESH will be the largest sales in fruit drinks after Coca-Cola and PepsiCo.
Problems
About fresh juice
fresh juice juice produces no significant side effects, although some users note an
increase in intestinal gas. If this poses a problem, Balch, author of "Prescription for
Dietary Wellness,"
It is seasonal product thats why we can collect the products of raw materials.
Its a new kind of product which is only for the cancers patient and health concerns
people whom are very low in percentage.
Solutions
About fresh juice
Use fresh juice juice with water on a ratio of one or two parts water for every four parts
of juice.
We stored these products huge & save it long time & make it as natural juice for the all
kinds of customers.
Drink fresh juice juice 25-50 ml everyday to treat headache, asthma, bronchitis and
other digestion problems.

Technology
Use of new technology machine to produce this product.
Develop the high technology equipments.
The equipments are :
Equipments
1000Blender machine
High speed machine
16

 5000 bowls
Water store machine
1000 cover with plastic wrap etc.
Clean in Place (CIP)
Juice Mixing room
Mix Pasteurizer
Drying the fresh juice juice
Drying machine
Mix of pasting process
Treatment for pulp
Juice Extraction

Weaknesses:
External threats: Too much competition from international organizations, for example
Coca-Cola, PepsiCo, RC-Cola, Virgin Cola, Rasna (India), Shezan (Pakistan) etc.
Internal weaknesses: Large size of the business and workforce makes it difficult to
manage perfectly. As a result it often causes internal conflict.
Opportunities
Existing competitor of the current market is not that much strong which the Fresh
company has.
Fresh can be export to other countries.
Existing distribution channel is being used.
High growth rate in this industry.
Threats
17

 Competitor can produce the same product.

Downward pressure on pricing.
Political instability, economy etc.
New innovation from other competitors could be a threat.

Marketing Strategy
Positioning
Fresh always try to position their product through image differentiation, because related
marketing, and product differentiation. Fresh will use logo and short advertisement so that
people can consistently see the advertisement so the product will occupy a clear, distinctive, and
desirable place in the mind of the consumer relative to competitors product. Fresh will use sup
(unique selling proposition) for their product. To do brand differences that make a better
differentiation or that has the potential to create company costs as well as customer benefits. a
difference is worth establishing to the extent that it satisfies the following criteria.
Important
Distinctive
Superior
Communicables
Affordable and Profitable
Current Market Situation
of t h e G r o u p t h ey h a v e o v er t h e y e ar s d i v e r s i f i e d t h e i r a c t i v i t i e s i n s e v e r a l
areas. FRESH's biggest asset is their competent team of hands-on managers a n d
d e d i c a t e d e m p l o y e e s . F R E S H i s FRESH Group was born in 1980. Keeping in
view the corporate mission B a n g l a d e s h ' s l a r g e s t g r o w e r a n d pr o c e s s o r o f
f r u i t s a n d v e g e t a b l e s . Th e i r c o n t r a c t gr o w e r s c u l t i v a t e t h e c h o i c e s t f r u i t s
a n d v e g e t a b l e s , w h i c h ar e pr o c e s s e d i n t h e i r m o d e r n a n d hygienic factories to
highest quality & international standards. Fresh founded 28 years ago by many entrepreneurs
with experience in the product market o f B a n g l a d e s h . D i f f e r e n t t y p e s o f
18

p r o d u c t s i n c r e a s i n g l y p o p u l a r today, forecasts suggest that annual sales of

such products will grow at more than 49 percent for the next 3 years. Because our
population is increasing day by day and products needed is also increasing. To gain market
share in this environment, Fresh must carefully target specific segments with features that
delivers benefits value by each customer group.

Marketing Mix:
In our country many organizations are performing a lot of activities to make efficient and
effective their working condition or make the organization profitable through marketing and
taking so many challenges. Along with this they are also very much concerned about their
promotional activities. The FRESH Agricultural Marketing Company Limited is one of them
who are performing their marketing strategy very effectively.
FRESH stands for Program for Rural Advancement Nationally. FRESH is currently the most
well known household name among the millions of people in Bangladesh and abroad also.
Since its inception in 1980, FRESH Group has grown up in stature and became the largest fruit
and vegetable processor in Bangladesh. It also has the distinction of achieving prestigious
certificate like ISO 9001:2000, and being the largest exporter of processed agro products with
compliance of HALAL & HACCP to more than 70 countries from Bangladesh.
FRESH is the pioneer in Bangladesh to be involved in contract farming and procures raw
material directly from the farmers and processes through state of the art machinery at our
several factories into hygienically packed food and drinks products. The brand FRESH has
established itself in every category of food and beverage industry and can boost a product range
from Juices, Carbonated Drinks, Confectionery, Snacks, and Spices to even Dairy products.
Today, FRESH its authentic refreshing juice drinks products, but also for its mouth watering
quality confectionery products with high visual appeal and exciting texture. We intend to
expand our presence to every corner of the world and strive to make FRESH a truly
international brand to be recognized globally.
Product Marketing:
For launching a product in the market, there is some procedure that should be followed by every
marketer to move in the long run. Our product will enable our customers to have a different
experience to try our juice. They will be able to differentiate our product in quality which is
unique in the soft drinks market. They will not be able to feel the same way for the other soft
drinks in the market.
Analysis of competition
19

In food & beverage market there are many renowned companies having their juice products
Acme Juice
Pran Juice
Frooto Juice
Frutica Juice
Shezan Juic

Pricing Strategies:
We shall charge based on Overhead Expenses and Cost Plus. Overhead Expenses include
rent, gas and electricity, business telephone calls, packing and shipping supplies, delivery and
freight charges, cleaning, insurance, office supplies, postage, payroll taxes, repairs, and
maintenance. The accuracy of our costing will depend on estimating logical amounts for all
categories of expenses. We have to list all overhead expense items and total they divide the total
overhead figure by the number of items per month (or time period we used above).
The answer is our overhead per item:
Overhead + Materials + Labor = Total Cost/Item
From the market research, we received the followingCompany Name

Price

Fruti(250ml)

15

Mojo (250ml)

15

Fresh(250 ml)

15

Table: Price of different brands.

We want to charge 250 ml Fresh soft drinks at the selling price of Tk.14. On the other hand, the
prices for Fresh soft drinks are to be charged for 500 ml Tk.32, for 1000 ml Tk. 60.
Place or Distribution:
20

We will primarily use our existing distributors for distributing our new product Fresh Juice
then; we will make some new channels and assign some distributors to promote our product to
all over the country.
We are using mobile shop in the shopping malls, offices and crowded areas so that people can
purchase the product easily when they like to consume. We will make our consumer by Value
Delivery Network.

Advertising and Promotion:

The most successful advertising will be through BTV, NTV, Channel I, ATN Bangle and RTV
which are the most popular television channels in the country. We will also use some bill-boards
and leaflets and we will hold a sport event to promote the product. We will also use our
experience so that we can create attention to the customers.

Health Benefits
Revered not only for their exotic sweetness and juicy quality, mangoes are known for their
many health blessings. They contain an enzyme similar to papa in papayas, a soothing digestive
aid. These proteolysis enzymes that break down proteins are effective meat tenderizers regularly
used in tropical countries where mangoes are grown. The enzyme list continues with
magneferin, katechol oxidase, and lactase that not only protect the mango from insects, but help
humans by stimulating metabolism and purifying the intestinal tract.
Studies have shown that foods containing phenolic compounds have powerful antioxidant,
anticancer, and anticardiovascular abilities. Mangoes possess the phenols quercetin,
isoquercitfin, astragalin, fisetin, gallic acid, and methylgallat.
In India mangoes are used as blood builders. Because of their high iron content they are
suggested for treatment of anemia and are beneficial to women during pregnancy and
menstruation. People who suffer from muscle cramps, stress, and heart problems can benefit
from the high potassium and magnesium content that also helps those with acidosis.
One lab test turned up rather startling results that raised mangoes to the "highest perch." Mango
juice was poured into a test tube that contained viruses. Shortly, the viruses were destroyed.
21

Vitamin C
Consuming enough vitamin C can help you prevent colds and flu. Vitamin C encourages your
white blood cells to work more efficiently at destroying germs and bacteria. An 8-oz. serving of
mango juice contains two-thirds of your daily recommended vitamin C requirement.
Beta-Carotene
A serving of mango juice supplies one-quarter of the daily recommended beta-carotene intake.
The deep orange color of mangos supplies beta-carotene. Your body uses beta-carotene to make
vitamin A, which keeps your eyes healthy. Vitamin A and beta-carotene also work in
conjunction to promote good skin and skeletal health.
Potassium
Mango juice contains potassium, a mineral that helps your heart, nerves and muscles function
properly. Potassium also regulates blood pressure and the balance of fluids in your body. One
cup of mango fruit supplies about 325 mg of potassium. A serving of mango juice, without
added water or sugar, contains about 300 mg of potassium.
Iron
Mangos supply a notable amount of iron. Iron produces healthy red blood cells to transport
oxygen throughout your body. Adding mangos to your diet can increase your intake of the
essential nutrient, if you suffer from an iron deficiency. An 8-oz. glass of mango juice supplies
about two percent of your daily iron needs.

Nutritional Benefits
One medium mango, about 10 1/2 oz., is a mighty impressive, self-contained package of
vitamins, minerals and anti-oxidants that only packs 135 calories. Like most fruits, the mango is
low in protein, about 1 gram for a medium size, but you can certainly benefit from its 3.7 grams
of fiber.
Being of the plant kingdom, mangoes contain no cholesterol or saturated fat and contain only
about .6 grams of total fat. Their sodium content ranks low at 4 mg.
Mango is a shining star in the beta carotene realm, summing up at 8061 IU for that same
medium size. If you're looking for a boost in potassium, look no further than a medium mango
with its 322.92 mg. It's the perfect fruit to replenish energy after heavy physical exercise like
jogging or working out. Magnesium content is 18.63 mg.
22

Mango scores 57.3 mg of vitamin C and offers impressive numbers for vitamins B1, B2, B3,
and B6. There's even a touch of zinc in our featured fruit, with calcium at 20.7 mg. and iron at .
27 mg.
Although these figures will vary with the different varieties and different sizes, there is little
doubt that the mango is an exceptional fruit, not only for its high-ranking nutrients, but also for
its intense, zesty and delightful flavor that just may taste like paradise itself.

Advantages of Mango Juice

The mango juice is rich in Nutrients, Vitamin A, Vitamins B (B1, B2 and B3), Vitamin C,
Calcium, Iron, Phosphorus and Potassium. Being regarded as the best summer time drink, this
drink is extremely beneficial to consume during the following conditions:
Constipation
Excessive thirsty condition
Cancer
Heart diseases
Anemia
Pregnancy
Mental weakness
Stress

Blessed with all the natural nutritive ingredients, mango juice possesses salient properties:
Relieves vita, increases pita & kappa
Hot in potency
Removes toxins
23

 An aphrodisiac
Invigorates nerve tissues
Energizes the body
Improves complexion
Global Scenario of Mango Juice
The mango juices and mango-based drink segment is dominating both the overseas and
domestic market. The organized beverage market in India is ruled by mango juices, nectars and
drinks that have about 85% of the market share; about 38 million cases of mango-based drinks
are consumed by Indians every year. Thus, the fruit juice market in India is estimated to grow at
about 30 per cent per annum. The total domestic processing capacity for the "King of Fruits"
has gone up many times in the past two years and now is estimated at 12,000 tones per day
during the summer season.

Anticancer Properties
Mango juice contains phenolic compounds which have antioxidant activity, growth-arresting
activity and antipromotion activity, according to a study published in the Journal of Nutrition.
The study tested whether mango, as a fruit with high levels of phytochemicals, may have
"chemopreventative" properties. However, it is not yet known if the anticancer properties
remain after digestion, the study said.
Stomach Soothing
The website soymilkquick.com said mangoes contain stomach soothing enzymes, which could
be responsible for the contented feeling you get after eating mangoes or drinking mango juice.

24

Iron Content
Mangoes have high iron content, and are used as a treatment for anemia in some countries,
according to soymilkquick.com. The website also contends that those who have muscle cramps,
stress and heart problems could benefit from the fruit's high potassium and magnesium.
Vitamins, Minerals
The website organicfacts.net said mangoes and mango juice are high in Vitamin C and Vitamin
A, along with traces of vitamins E, B and K. The fruit also has copper and potassium, and traces
of magnesium, manganese, selenium, calcium, iron and phosphorus.
Other Benefits
o The website medindia.net said mango juice could benefit those who suffer from a
number of ailments, such as constipation, heart diseases and stress.
Fun Fact
o Mango fruit and leaves are used as floral decorations at celebrations and
ceremonies in many countries.

Top 10 Benefits of Mango Juice

Here are the top 10 benefits of mango juice :

Benefit #1
: Mango juice is very beneficial in improving memory and concentration. It prevents
mental weakness.
Benefit #2
: Mango juice is very rich in beta-carotene which prevents heart diseases and other
ailments.
Benefit #3
: Mango juice taken with milk helps in gaining weight.
25

 Benefit #4
: Mango juice is rich in phenol compounds. These compounds have powerful anticancer
and antioxidant properties.
Benefit #5
: Mango juice combats poor digestion and acidity. This juice is very effective for liver
disorders.

Benefit #6
: Mango juice is helpful in curing the problem of heavy bleeding during menstruation.
Benefit #7
: Since mangoes are rich in Vet. A, they are very good for eyesight.
Benefit #8
: Regular intake of mango juice makes the complexion fair and the skin soft and shining.
Benefit #9
: Mango juice is beneficial for pregnant women and anemic people as it is rich in iron.
Benefit #10
: Mango juice contains Vet. E which helps the hormonal system to function in a better
manner. This improves the sex life also.

Target market
Our main target market people are the young ages people who like to drink juice very much.
Mostly the school going students and the children. Beside that we also focus the young
26

generation people. Although our main target market is young people but we also prefer the
people of adult and old ages people.
Forecast and Financial analysis:
It just a hypothetical forecasting and financial analysisThe brands of Fresh Juice will be introduced in September. We make an action program for
the next four months. And we believe that, if our four month action programs will run well, then
we will achieve our goals easily.
June:
In June we will arrange meeting with our suppliers, dealers. And talk about our new products
quality, product development etc. Our product is low involvement and buyers show habitual
buying behavior. Then we will start production new Fresh Juice.
July:
After meeting with the dealers we will provide sample Fresh Juice to our customers for getting
publicity. On the other hand we will give advertise of our new product in the Television, Radio,
Bill Board, Banners, and in the Poster. Then we will launch our product in to the market. In the
primary stage we will produce 250ml and 500ml can.
August:
After doing our successful operations of two month, at the third month we give extra benefits to
the dealers and sellers to improve our sales. We will give small toys; arrange game. Observing
the situations, at this stage we will produce 250ml can, and 500ml can for the consumers. In this
month we will start to produce 1000ml can. And this month our product will be available in
almost every shop of the country.

September:
In our last month of action program, if situation will favorable then we go for Divisional dealers
to distribute to the whole country. Observing and analyzing we take necessary actions to
develop product sales and increase our profit. In this way we will continue our production and
give a particular image to the mind of every customer.
Budget:

27

This section will offer a financial overview four company as it relates to our marketing
activities. We have shown break-even information.

Sales Forecast:
The sales forecast is broken down into the three main revenue streams; direct sales, Web
sales, consignment sales. The sale forecast for the upcoming year is based on 30% growth rate.
Growth rate for year 2006 to 2010 are based on percentage increases as follows:

Direct sales 20% growth rate per year

Web sales 50% growth rate per year.
Consignment sales 20% growth rate year.

Marketing & Sales

Target customers of fresh juice Juice are men, women , children & patients whos are
affected by cancer, ulcer & other kinds of diseases.
28

 Different product
Delight customers
Product quality
Customer Promotion
It is important to increase instant volume and make the customer loyal to the product. Our
running customer promotion is as following 500ml+ 5tk discount
Finance sought
It just a hypothetical forecasting and financial analysis The brands of fresh juice will be introduced in December. We make an action program
for the next four months. And we believe that, if our four month action programs will run
well, then we will achieve our goals easily.

Pricing strategies
Products of categories

Pricing categories

fresh juice for children(mini size)

TK.15.00

fresh juice for Children(big size)

fresh juice as natural juice (mini size)
fresh juice as natural juice(medium size)

Tk.35.00

TK.20.00
TK.50.00
TK.90.00

Family Pack
fresh juice as Soft drink

TK.45.00

29

fresh juice for medicine(mini size)

fresh juice for medicine

TK.550.00
More than TK.1000.00

fresh juice for home pack

Tk.150.00

fresh juice for research

TK.250.00

Profit/loss:
January 31,2011, AMCL(FRESH)
As per un-audited half yearly accounts as on 31.12.10 (July10 to Dec10), the company has
reported net profit after tax of Tk. 19.44 million with EPS of Tk. 24.29 as against Tk. 17.05
million and Tk. 21.31 respectively for the same period of the previous year.
Control:
Our control depends on the customer satisfaction. If customer demand different things with
which they feel comfortable, then we simply change our controlling techniques.

Management Team
DEPARTMENTALIZATION
Board of Directors

Chairman

Managing Director

Deputy Managing Director

General Manager
30

 Assistant General Manager Etc.

Employees:

Senior General Manager

General Manager

National Sales Manager

Brand Manager

Purchase executive

Research executive

Brand executives

Brand officers

Event management officers

Implementation & Control

For control purposes, the plan also allows for quarterly comparison of actual versus
projected sales and expense.
Finally, the management will monitor the total environment, progress, and gap and will
take the corrective actions if necessary. The company always has to maintain the TQM
(Total Quality Management).

Recommendation
The Company may adopt time series analysis of forecasting method together with
judgmental approach to get better forecast.

31

 The Company should aim to achieve economies of scale in the production and introduce
experience curve as soon as possible.
The Company should give almost emphasis to go for exporting their world class quality
products to the neighboring and other countries.

Conclusion:
We all know that, todays fast moving world respect the new, innovative ideas. To keep the
same pace with this situation our company had decided to launch a Juice and it has a bright
future in its market. As the product is innovative, the consumers are going
product will be a strong product mix for our company. And once our Juice will reach to the
hand of our targeted customers, we will be able to capture the most market shares.
Our company adds exclusive taste in fresh juice juice and our Product has some exclusive
characteristics that will help us to acquire position in the minds of the customers

References
National Mango Board: About Mangoes
MayoClinic.com: Low Potassium (Hypokalemia)
National Agricultural Library: Just What is Iron?
"Is it Harmful, Is it Healthy"; Reader's Digest Association; 1999Article reviewed by
Maya Black Last updated on: Feb 24, 2011
The Journal of Nutrition: Nutrition and Disease
Soy Quick: Mango Juice
Organic Facts: Nutritional Value of Orange and Mango
32

 Med India: Mango Juice

National Mango Board
Festivals of India: Denali
http://www.ehow.com/facts_5899731_benefits-mango juice_.htscribd.com/scribd
twitter.com/scribed
ml#ixzz210OD05Ln
http://www.livestrong.com/article/390825-what-are-the-health-benefits-of-mangojuice/#ixzz210NpVmCh

Appendix

Serial

Name

ID#

Program

Prefato
ry part

1st
part

2rd
part

3th
part

01

Md. Khorshed Alam

10302026

BBA

***

***

***

***

02

Md.Imam Uddin

10302045

BBA

***

***

***

***

03

Sonya Akter

10302025

BBA

***

***

***

***

33