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EXECUTIVE SUMMARY
Opportunity:

A product from SEASONAL FRUIT JUICES is the only SUGARCANE JUICE brand
in Pakistan. Our company is the first juice producer of SUGARCANE in tetra pack. It
has now being launched in Lahore and soon we will come up with other unique flavored
line products. As Lahore being the second biggest population city of Pakistan we are
targeting it more as its easy to get raw material from the suburbs. People are also very
fond of eatables.

The Concept:

We plan to launch a new flavor of juice sugarcane juice called “SUGARCANA” in

Lahore, Pakistan. Considering the fact that sugarcane juice’s market is unoccupied as of
now, we plan to cover at least 75% of the market. SUGARCANA will not be priced too
high. With all the health benefits and tastes, SUGARCANA is bound to be a success.
This shows how much we are conscious about quality and standards and assumes full
responsibility about the products and its consumer’s health.

SUGARCANA would be marketed based on the following grounds:

• Pakistani spends a lot on juices being sold at one stop shops.

• Besides being very tasty, sugarcane juice is also nutritious, has fewer calories,
helps in controlling dehydration and protects against nausea and refreshes in
scorching high temperature.

• Competitors are all other fruit juices available in tetra pack.

• We aim to reach almost all age groups of target audience, primarily focusing on
the health conscious people who don’t drink this juice from untidy shops.

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Why We Choose Juice Industry??
As Pakistan is an agricultural country and produce best quality of crops we decided to
work on a project by for which we could use our Pakistani resources. We have a large
number of populations in Lahore where we had to target our customer. As we have
almost 8 months of dry and hot temperature in Pakistan and in these months the
consumption of juices increases and this makes it a growing industry in Pakistan.

Why Sugarcane Juice??

The only main reason why we are producing sugarcane juice is this that there is no as
such competition in market for this kind of flavor. Only few juice manufactures are
producing juices which have conventional taste. People can only buy it from local market
an open juice which contains several kinds of germs. So our product would be available
for the people who want fresh and healthy sugarcane juice.

Brand elements;

Brand name;

*SUGERCANA*

URLs,

http; //www.sugarcana.com.pk

Slogan;

Freshness means sugarcana

Brand ambassador;

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 Iman Ali

Logo and symbols;

Packing;

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 POP of the SUGERCANA;
Taste:
Taste is essential for all consumers as it is among one of the important reasons why they
purchase the product. As we have to unique taste compared to rest of our competitors.

Thirst:
We had noticed that people take juices also to quench their thirst and we were amazed to
know that our competitors like Shezan doesn’t quench the thirst rather than that they
increase it. It is also noticed that during the eight months of summer the consumption of
juice increase.

Health:
Consumers have become increasingly health conscious creating a demand for healthier
products. They are aware of the fact that carbonated drinks do not provide essential
nutrients; it causes them to choose fruit juice or water as preferred beverage.
Fresh:
Another very important factor which came into our mind is freshness. For it we had
added some preservatives so that it could last longer.

Technology:

Technology is changing day by day due to advancement in technology. Healthy and

nutritive juice can be extracted from different fruits. Attractive packing and labeling also
plays a vital role in product promotion, for which the technology is easily available.

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 POD of the SUGERCANA;

Consumer is considered as the king of market. Their need varies from time to time due to
change in technology, fashion, tastes, behavior and lifestyle. Customers demand 100 %
calorie free juices now from which they can derive potential health benefits.
SUGARCANA is 99.9 % fruit juice that contains no sugar and artificial flavor or color.

Competitors
SHEZAN
Another competitor of juice industry that challenges NESTLE as well as our product is
SHEZAN. It is one of biggest and oldest confectionary chain that is serving Lahorian
with its products and outstanding standard of mango juice. SHEZAN claims 35% of the
total juice market as the demand for the mango juice is very high and its different taste is
very popular. SHEZAN mango is also renowned for its low price juice. In the end
SEHZAN turns out to be another major competitor.

FRESHER Juice
Fresher a product of AL-Hilal Industries arrived new in the market. It has already
captured the juice market by their different taste and packing. We consider fresher also
being a tough competitor for us.

COUNTRY Juice
Country is also being in this business for long. They also have captured a great share in
market by their different taste and flavors.

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 SWOT Analysis of Major Competitors

Major Competitor: SHEZAN

Minor Competitors: FRESHER, COUNTRY & OTHERS.

STRENGTHS WEAKNESSES

• Brand Awareness
• Only brands since decades • Piracy
• Multinational • Hatred against western brands
• Western Stamp • Western taste
• Strong Brands • High cost of production
• High advertising budgets
• Good distribution channels
• Professional Staff

OPPORTUNITIES THREATS

• Enhancement in quality • Social campaigns against

• New taste range multinationals
• Increase product line • Awareness about products

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 SWOT ANALYSIS OF SUGARCANA

STRENGTHS
WEAKNESSES
1. 100% Pure
2. Energetic
3. Low calories
New Flavor
4. Attractive packaging
Acceptance by a Target Audience
5. Reasonable price
6. Health conscious image
7. Hygiene factor
8. For all age groups

OPPORTUNITIES
THREATS
1. One major competitor in the market
shezan 1. Established image of shezan in the market
2. Competitors have not introduced the 2. Variable availability and rates of
flavor yet sugarcane in Pakistan
3. Aggressive ongoing research and
development for sugarcane

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 TARGET MARKET

PRIMARY:

ADULTS: Above the age of 20 years.

(Professionals and parents)

• Becoming more concern about their heath

• Preferred HERITAGE juices
• Chosen rich nutrition with better taste
• Concern about price and quality

HEALTH CONSCIOUS: Health expertise and people who want to improve their health

• Find solution for health problem

• Heart, nausea, hardening of the arteries and related diseases
• Influence by the fact and scientific research
• Want to live longer
• Don’t care about price
• Concern low calories
• Brand image is important

SECONDARY:

YOUTH: Between 14 to 20 year’s old age

• Likes to drink cool stuff

• Drink for style
• Purchase cheep drink
• Easily influence by TV, magazine and online advertisement

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 POSITIONING

Positioning statement:

“The Ultimate Healthy Flavor of Pakistan“

Slogan;

“Freshness means Sugarcana“

Product:
• Launching 250ml tetra pack container with clear message.

Brand Name & Rationale

• SUGARCANA falls into new product category.

Ingredients:
• Pure juice of sugarcane

Preservatives:
• Preservatives added to make its shelf life for 3 months.

Packaging:

• 250ml tetra pack boxes will use for SUGARCANA. A quality straw is a
necessary attachment. Design of the box will be different. Sugarcane and plants
on pack will emphasize life. White and green pack with clear message on it about
the ingredients will attract the consumer.

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 PRICE STRATEGY:
Price strategy is Value Based Pricing. Company will set the price based on buyer’s
perception of value. Price strategy is also based on competitor’s price.

Expected consumer price for 250 ml SUGARCANA is Rs.15

Pricing is very important regarding every product while pricing, we also have to consider
consumers buying power, competitor’s price and cost of production as well.

• Reasonable pricing will change the market share on sugarcane juice.

SUGARCANA will take over some part of the market share.

• SUGARCANA will offer combination of the best quality and the best service.

• Price strategy is based on value to the customer and also on Competitor’s Price.

PLACEMENT STRATEGY:
Placement is about getting the products to the customer. SUGARCANA will be
distributed at all local stores where different juices are present already. This will be
another advantage over the competition that will show the preference of the people. The
major outlets include;
• CAKES & BAKES and SHEZAN

(Gulberg, Defence, Jail Road, Ferozpur Road, Allama Iqbal Town, Model Town,
Township, Johar Town, Cantt )
• PACE

• MAKRO

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 • METRO

• ALFATEH

• HYPERSTAR

• UNIVERSITIES AND SCHOOLS (selected)

We will give incentives to the distributors to sale our product as much as they can by
giving them space in freezers and make sure that SUGARCANA is cool so that more
and more customers can purchase it. Incentives will be in a form that, if a distributor sell
12 bundles of SUGARCANA than one bundle of it will be given free to the distributor.
We will maintain the long lasting relationship with them as we believe in the long term
relationship.

Success factors of SUGERCANA

1. 100% Pure

Benefits:

1. Keep blood vessels healthy

2. Help to prevent heart disease and improve heart heath
3. Reduce stress
4. Slow down high blood pressure
5. Good for digestive system
6. Effective for relaxation.

2. Brand Name--- SUGARCANA

Benefit:

• Easy to remember product name for future buy

• Image is to drink for better healthy life

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 3. Best Quality

Benefits:

• Good taste
• 100% Hygienic

4. Attractive Packaging

Benefits:

• Easy to read information on the container. Customers have clear idea about the
product when they see it at the first time.
• Clear message in the design.
• Design takes customer attention and makes them interested on product.
• Quality Straw attached.
• Easy to store.

5. 3 month’s Expiry

Benefits:

• 3 months expiry will be beneficial for the consumer to keep it store.

• It will also helpful for sellers to keep it store in large quantity.

6. Pack Size

Benefits:

• 250ml pack makes a quick glass of drink for the guest.

• Enough quantity for a normal drink at one time.

7. Temperature

Benefits:

• Refrigeration is needed which will keep the SUGARCANA always ready to drink.

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• Not only for consumer but for guests also.

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