Cano Juice Final Work

CANO JUICE
(1)
RO DUC T ION
INT
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CANO JUICE
1. INTRODUCTION
The Shezan company was incorporated on May 30, 1964 as a Private Limited
Company, with the main objective to set up an industrial undertaking for
manufacturing of juices, squashes, sherbets, jams, pickles and preserves from
fruits and vegetables. Shezan International Limited was conceived as a joint
venture by the Shahnawaz Group of Pakistan and Alliance Industrial
Development Corporation of U.S.A. in 1964. In 1971 Shah Nawaz Group
purchased all the shares of Alliance Industries Development Corporation, with
the permission of Government of Pakistan.
This Project is related to a juice which is named as “Cano Juice”
Cano juice is launched by the shezan company. In this juice, the flavor of
sugarcane juice is introduced. It is introduced because the sugarcane juice
available in the market is only available from road side. There is no such juice in
packing form. So the already available juice is not healthy and it contains many
bacteria as it is available openly on the road side. All the dust on the road is
included while drinking by a person. So it is hazard for the health.
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So by keeping in mind this aspect, Shezan International Limited is
introducing the sugarcane juice in packing form. All the below data is related with
this. As Shezan International Limited is already producing juices with different
flavors like mango, apple. So It is not difficult for Shezan International Limited to
start this project. The demand for this product is high in the market as it is
providing a unique thing in the market which is never introduced in the market.
(2)
E W O T T H E
OV ER V I
N I Z AT IO N
ORGA
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2.1 BRIEF HISTORY
The company was incorporated on May 30, 1964 as a Private Limited
Company, with the main objective to set up an industrial undertaking for
manufacturing of juices, squashes, sherbets, jams, pickles and preserves
from fruits and vegetables. Shezan International Limited was conceived as a
joint venture by the Shahnawaz Group of Pakistan and Alliance Industrial
Development Corporation of U.S.A. in 1964. In 1971 Shah Nawaz Group
purchased all the shares of Alliance Industries Development Corporation, with
the permission of Government of Pakistan.
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2.2GROUP OF COMPANIES
• Shah Nawaz Ltd.
• Shah Taj Sugar Mills Ltd.
• Orient Ltd.
• Khalid Hai (Pvt) Ltd.
• Alson Service (Pvt) Ltd.
• Shezan International Ltd.
• Shahtaj Textile Mills
• Hattar Fruit Products
• Guardian Mudarba Management (Pvt) Ltd.
ORGANIZATIONAL HIERARCHY WITH REFERENCE TO

MARKETING DEPARTMENT
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CANO JUICE
Mr. Munir Nawaz

Chairman
Mr. Saifi Choudry

Chief Executive
Mr. M Khalid
Executive Director
Finance Marketing Production

Department Department Department
2.3 COMPANY MISSION STATEMENT

• Our mission is to provide the highest quality fruit and vegetable related
juices and products to retail and food service customers.
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• We want to be the recognize industry leader in quality and service
providing more than expected for our customers, employees and
stockholders.
• We will accomplish this by maintaining a tradition of pride in our products,
growth through innovation, integrity in the management of our business,
and commitment to team management and the quality improvement
process.
2.4 COMPANY VISION
“To be known as leader of quality products in the region.”
Dedication of quality is a way of life at our company, so much so that it goes far
beyond rhetorical slogans. It is the objective of SHEZAN International Limited to
produce and provide products and services of the highest quality. In its activities
the company will pursue goals aimed at the achievement of quality excellence
and succeed as a profitable business. These results will be derived from the
dedicated effort of each employee in conjunction with supportive participation
from management at all levels of the company.
To play its role in the economic development of the country and to enhance
quality of life of its people.
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2.5PRODUCTS OF SHEZAN
SQUASHES/CORDIAL SHERBETS
KETCHUP/CHUTNEY JUICES IN BOTTLES
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JUICES IN TETRAPAKS JUICES IN CANES
JAMS/JELLIES/MARMALADES (JAR) FRUIT IN SYRUP
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CANO JUICE
JAMS (CAN/BUCKETS) VINEGAR

(BROWN.WHITE)
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FRESH FRUITS
PRODUCT FEATURES
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A product can be offered with varying features. A company can create
higher-level models by adding more features. Features are a competitive tool for
differentiating the company's product from competitor's products. Following are
the features on which TWIST has competitive advantage.
Quality Availability Convenience
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2.6 PRODUCT MIX

PRODUCT
MIX
OF SHEZAN
Length
Width
Depth Total number of
Number of
Number of versions items in
different product
of each product product lines
lines
Of Shezan Of Shezan are
Of Shezan is11
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• Production mix also known as production assortment is the set of all
products and items that a particular seller offers for sale. Production mix of
a company has certain
• Width i.e. how many product lines a company has;
• Length i.e. total number of products in a production mix;
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• Depth i.e. total number of products in a line;
• Consistency i.e. how close relation is among the products.
(3)
ANAL YS IS
INDUSTRY
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3.1MARKET SITUATION ANALYSIS
One can sense an evolution that the industry has seen with development in the
tetra- pack market, there also has been a natural progression from drinks to
nectars to juices and while traditionally fruit drinks were aimed at children, the
new brands like ‘Twist, has focused on young adults and professionals.
Although fruit drinks focus strongly on out of home consumption, the juices and
nectars have been concentrating on takeaways or in-home consumption with
more choice coming in, the tetra- pack market is likely to witness further
segmentation.
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Packaged fruit juices are getting recognized as social drinks now, with dominant
consumption being observed in the company of family and friends. People have
started to perceive fruit juices as anytime beverages, with consumption being
spread more or less evenly between the mid mornings, afternoons and evenings.
And generation now is as much inclined to sipping fruit juices as colas, with
teenagers driving the maximum trials.
SITUATION
ANALYSIS
3.2. SWOT ANALYSIS

INTERNAL EXTERNAL
ANLYSIS ANALYSIS
STRENGTHS WEAKNESSES OPPURTUNITIES THREATS
SWOT PROFILE
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STRENGTHS WEAKNESSES
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• The image of the company is well • There is lack of research
positioned; surveys by the Shezan;
• This is an organization of over 300 • There is no proper established
employees and specialized website of the company
departments which are well
organized;
• The company has a well
established brand name.

OPPORTUNITIES THREATS
• Shezan’s salt is expected to launch • Aggressive promotion by
in year 2003, which will increase competitors like Ahmed Foods
the market share; company;
• Incentives given by government to • Frequent changes in tax
farmers can result in low cost of policies by the government
fruits and vegetables
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3.3 COMPETITOR SWOT ANALYSIS
The major competitors of Shezan include Pepsi Co, Coca Cola, and fresh
juices manufactures including Nestle, Shezan, Frooto Industries etc. The
products being offered by the company Shezan are a bit differentiated from these
in a way that these are fruit based soft drinks. But these companies will be
directly in competition with Shezan products.
These companies are well established and offer products in different
categories. Consumers have affiliation with some brands but it is the psyche of
consumers that they change their preference when find better quality, taste etc
on comparatively low price. So, Shezan have clear chances to attract the
consumers by offering high quality, good taste and convenience packaging on
slightly low price than its competitors.
We get information through survey that there are some substitute products
which compete with Juices and soft drinks like Mineral water, tea, coffee and
open juices commonly available in market. Mood, nature and external
environment like hot and cold weather, are the factors that change the buying
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decision of consumer. But normally people prefer soft drinks and juices for
refreshment.
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SWOT ANALYSIS OF NESTLE
STRENGTHS WEAKNESSES
• Innovative flavour hence we are bound to get • We are entering the market with only one
the attention with proper communication. flavour and our next flavour will be out only
• Committed, capable and ambitious after six months of the first launch.
management. • Our financial constraints with respect to our
• We can gain incentives as we will be a SSI and competitors demand that our resources are
so we can pass these to capture more market. used optimally.
• Flexibility in our operations as initially we will
be confined to few cities so can focus our
efforts on the tasks.
OPPORTUNITIES THREATS
• The market is in a growing stage and fairly • Our competitors are deep pocketed and
small in terms of market share as compared to they could harm us by getting aggressive in
other thirst quenching and healthy drinks so at their promotional activities.
this stage our entry is expected to be noticed. The competitors have strong brand images in
• The market has a presence of only few players the market because of their other businesses
and they are not too aggressive in their acts. and their presence in the market from an early
• The government policies are expected and are stage.
showing trends to encourage the food

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processing industry.
CANO JUICE
3.4 PEST ANALYSIS
i. Political & Legal
Open Economic Policies No Exchange controls Amortization Regional political
Instability Low Crime economy No political agitations, strikes, etc Stable
government and no expected change.
ii. Economical
High Oil Prices No Corporate or Personal Income Taxes High Inflation Strategic
Location Possibility of exchange rate de-pegging From US$. With the
introduction of the European Union and single currency the whole European
market has been transformed to a single market.
iii. Sociological
Arabic Traditions & Islamic Values Multinational workforce increasing population
Cosmopolitan life style. Due to recent developments people around the world
have changed from using natural food products to the use of genetic modified
food products or to special types of foods with special attributes like carbohydrate
free meals, slimming foods, meal replacements, appetite controllers and
suppressants.
iv. Technological
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High investment from Government for telecom, energy and infrastructure
Development of technology – High speed internets, etc. Virtual Banking systems.
(4)
R E S E AR CH
AR KE T I NG
M
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4.1 QUESTIONNAIRE DESIGN
CONSUMER SURVEY
University Of Education (Okara Campus)
Dear Respondents, we are the students of BBA (Hons) Marketing and I am having a
project on marketing. This information will solely be used for academic purposes.
Your cooperation will be highly appreciated. Thanks
NAME___________________________ AGE________________
OCCUPATION____________________ GENDER____________
INCOME_________________________ AREA OF RESIDENCE_______________
1. What is the %age use of juices in your daily life?
10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
2. While buying a juice, what is your first preference?
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A) Price B) Packing C) Availability D) Quality E)

Advertisement
F) Taste G) Hygiene
3. What type of juice do you like?
A) Fresh Juice B) Tin Pack Juice C) Packet Juice D) Bottle

Juice
4. Priority wise, enlist brands of juices you are aware of.

1.___________________
2.___________________
3.___________________
4.___________________
5. How often do you drink juice?
A) Daily B) Twice a week C) please specify_________
6. You drink juice for what purpose?
A) Energy B) Enjoyment C) Thirst quenchment D)Any

other_________
7. What is your satisfaction level about the juices already in the market?
├──────────────├─────────├───────────┤
Strongly Satisfied Satisfied Normal Not Satisfied
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8. How do you Rate the following attributes of available brands of juices? Tick
columns
ATTRIBUTES VERY POOR NORMAL GOOD VERY

POOR GOOD
PRICE
PACKING
AVAILABILTY
ADVERTISEMENT
QUALITY
TASTE
HYGYINE
Nutritious value
9. What taste did you prefer while buying a juice?
A) Mango B) Apple C) Pineapple D) Mix fruit E) Any other
10. Do you like sugarcane juice?
A) Yes B) No C) Sometimes
11. Do you want that the sugarcane juice should be available to you in packing?
A) Off course B) No C) not at all
12. In which season you mostly drink sugarcane juice?
A) Summer B) Winter C) spring D) All Seasons
13. Do you want healthy and nutritious sugarcane juice in all the seasons?
A) Off Course B) Not at all C)May be
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14. In your opinion, what should be the brand name of the sugarcane juice?
A) Sugar cane juice B) Cano Juice C) Cansug Juice D) Any

other_______
15. In your opinion, the juice should be in which form?

A) Bottle B) Tin pack C) Tetra pack
16. How do you think about the success of this idea?
A) Poor B) Normal C) Good D) Excellent
4.2 INTERPRETATION AND ANALYSIS
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%age Daily Usage Of Juices
FREQUENCY %AGE VALID %AGE

10% 1 1% 1%
20% 0 0% 0%
30% 1 1% 1%
40% 5 5% 5%
50% 3 3% 3%
60% 12 12% 12%
70% 42 42% 42%
80% 23 23% 23%
90% 14 14% 14%
100% 0 0% 0%
Total 100 100% 100%
% a g e d a ily u s a g e o f ju ic e
50 42
40
30 23
S eries 1
20 12 14
10 5 3
1 0 1 0
0
10% 20 % 3 0% 40% 5 0% 60 % 70% 80% 9 0% 100%
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COMPILATION:
After compiling the data from the questioners, it is concluded
that mostly persons have 70% usage of juices in their daily life.
Juice Purchasing Preference

Price 13 13% 13%
Packing 7 7% 7%
Availability 20 20% 20%
Quality 40 40% 40%
Advertisement 7 7% 7%
Taste 13 13% 13%
Hygiene 0 0% 0%
Total 100 100% 100%
Your Prefrence
100
80
60 40
40 13 20 13 Series1
7 7 0
20
0
ice
ne
e
g
l i ty
lity
t
en
st
in
gi
pr
Ta
ua
bi
ck
sm
Hy
la
Q
pa
rti
ai
av
ve
Ad
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CANO JUICE
Interpretation:
After compiling the data from the second question of the
questioner, it is concluded that mostly persons i.e 40% can prefer quality while
purchasing. Means quality is the first preference.
.
Which form Buying Preference

Fresh 52 52% 52%
Tin Pack 22 22% 22%
Tetra Pack 15 15% 15%
Bottle 11 11% 11%
Total 100 100% 100%
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Buying Prefrence
100
80
52
60
Series1
40 22 15 11
20
0
Fresh Tin Pack Tetra Bottle
Pack
Interpretation:
After collecting the data from the questioner, it is concluded that
mostly person’s i.e 52% can prefer fresh juice instead of tin pack, tetra pack or
bottle juices.
Juice Drinking Routine

Daily 45 45% 45%
Twice A Day 51 51% 51%
Please Specify 4 4% 4%
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Total 100 100% 100%
Drinking Options
100
80
60 51
45
Series1
40
20 4
0
Daily Twice A Day Specify
Interpretation:
mostly persons i.e 51% drink juice
Reason To Drink Juice
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Energy 48 48% 48%
Enjoyment 29 29% 29%
Thirst 23 23% 23%
Quenchment
Any Other 0 0% 0%
Total 100 100% 100%
R eason To Drink
100
80 48
60 29 Series1
40 23
20 0
0
t
gy
er
irs
nt
er
th
me
Th
En
yo
joy
An
En
Interpretation:
48% persons drink juices for energy purpose. While 29% drink for enjoyment
purposes and 23% drink for thirst quenchment.
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Satisfaction Level

S-Satisfied 37 37% 37%
Satisfied 61 61% 61%
Dissatisfied 1 1% 1%
S-Dissatisfied 1 1% 1%
Total 100 100% 100%
S a tis fa c tio n L e v e l
100
80 61 S eries 1
60 37
40
20 1 1
0
d
d
ed
fie
ed
fie
sfi
tis
sfi
tis
a ti
Sa
a ti
Sa
ss
ss
S-
Di
Di
S-
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Interpretation:
61% persons are normally satisfied with the juices already in the market. On the
other hand, 37% persons are strongly satisfied with the juices already in the
market.
Flavors

Mango 28 28% 28%
Apple 18 18% 18%
Pineapple 23 23% 23%
Mix Fruit 28 28% 28%
Other 3 3% 3%
Total 100 100% 100%
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Flavours
100
80
60
28 23 28 S eries1
40 18
20 3
0
ple
r
go
ple
uit
he
an
Ap
Fr
Ot
ap
M
ix
ne
M
Pi
Interpretation:
28% persons like mango flavour and mix fruit. While 23% like pineapple and 10%
like apple flavour juices
Like Sugarcane Juice
Yes 69 69% 69%
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No 28 28% 28%
Sometimes 23 23% 23%
Total 100 100% 100%
Like Sugarcane Juice
100
80 69
60
Series1
40 28 23
20
0
Yes No Sometimes
Interpretation:
69% persons like sugarcane juice. While 28% Doesn’t like sugarcane juice. On
the other hand, 23% drink it sometimes.
Sugarcane Juice In Packing
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Off course 68 68% 68%
No 11 11% 11%
May Be 21 21% 21%
Total 100 100% 100%
Sugarcane Juice in Packing
100
80 68
60
Series1
40 21
20 11
0
Offcourse No Maybe
Interpretation:
68% persons prefer the availability of sugarcane juice in packing form. While
23% say it may be and only 11% don’t want it in packing.
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Season To Drink Sugarcane Juice

Summer 44 44% 44%
Winter 5 5% 5%
Spring 12 12% 12%
All Seasons 39 39% 39%
Total 100 100% 100%
Season to Drink Sugarcane Juice
100
80
60 44 39 Series1
40
5 12
20
0
Summer Winter Spring All
Season
Interpretation:
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44% persons say that sugarcane juice should be available to them in summer
season and 39% say that it should be available in all the seasons.
Sugarcane Juice Availability In All Seasons

Off course 61 61% 61%
Not At All 8 8% 8%
May Be 31 31% 31%
Total 100 100% 100%
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Sugarcane juiceAvailable in All

seasons
100
80 61
60
31 Series1
40
20 8
0
Off course Not at all May Be
Interpretation:
61% persons say that off course there should be the availability of sugarcane
juice in all the seasons. While 31% say that may be it is available and only 8%
say that they don’t want its availability in all the seasons.
Juice In Which Form

Bottle 27 27% 27%
Tin Pack 42 42% 42%
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Tetra Pack 31 31% 31%

Total 100 100% 100%
Juice In which Form
100
80
60 42
31 Series1
40 27
20
0
Bottle Tin Pack Tetra Pack
Interpretation:
42% persons want its availability in Tin Pack and 31% want its availability in
Tetra Pack packing. On the other hand 27% prefer its packing in bottle form.
Success Of This Idea
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Poor 0 0% 0%
Normal 9 9% 9%
Good 45 45% 45%
Excellent 46 46% 46%
Total 100 100% 100%
Sucess Of This Idea
100
80
60 45 46
Series1
40
20 9
0
0
Poor Normal Good Excellent
Interpretation:
46% persons say that this is an excellent idea. While 45% say that this is a good
idea.
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(5)
T R AT AGI ES
MAR KETING S
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5.1 PRODUCT DEVELOPMENT
Sugar cane - history

Sugar cane originated in New Guinea where it has been known for thousands of
years. Sugar cane plants spread along human migration routes to Asia and the
Indian subcontinent. Here it cross-bred with some wild sugar cane relatives to
produce the commercial sugar cane we know today.
Sugar in South Asia
Sugar cane has a very long history of cultivation in the Indian sub-continent. The
earliest reference to it is in the Atharva Veda (c. 1500-800 BC) where it is called
ikshu and mentioned as an offering in sacrificial rites. The Atharva Veda uses it
as a symbol of sweet attractiveness.
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Sugar cane was originally grown for the sole purpose of chewing, in southeastern
Asia and the Pacific. The rind was removed and the internal tissues sucked or
chewed. Production of sugar by boiling the cane juice was first discovered in
India, most likely during the first millennium BC.
The word 'sugar' is thought to derive from the ancient Sanskrit sharkara. By the
6th century BC sharkara was frequently referred to in Sanskrit texts which even
distinguished superior and inferior varieties of sugarcane. The Susrutha Samhita
listed 12 varieties; the best types were supposed to be the vamshika with thin
reeds and the paundraka of Bengal. It was also being called guda, a term which
is still used in India to denote jaggery. A Persian account from the 6th century BC
gives the first account of solid sugar and describes it as coming from the Indus
Valley. This early sugar would have resembled what is known as 'raw' sugar:
Indian dark brown sugar or gur.
Benefits
Sugarcane juice has a low glycemic index, a known secret to long term health.
Diabetics can drink it as it has no simple sugars in it. Sugarcane plant holds
cancer inhibiting extracts. It has positive activity against prostate and breast
cancer cell lines. It is an alkaline drink. This is good as cancers cannot form in an
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alkaline body.
Sugarcane rehydrates the body after exposed periods to heat or physical activity.
It also improves stamina and virility. It is a great preventative and healing aid for
sore throats, colds and flu’s. It can be given to children as a healthier alternative
to soft drinks, cordials and fruit juice concentrates.
1. Idea Generation
The first thing that is considered while developing a product is the idea
generation. The idea about the Cano juice is generated according to the demand.
As the available sugarcane juice in the market is not nutritious, So this thing
creates an idea into my mind that there should be availability of sugarcane juice
in the packing form.
2. Idea Screening:
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After generating the idea, the next phase in the product development is the idea
screening. In the idea screening stage, all the idea that is generated is screened.
For this I have conducted a survey. In this survey, the data is collected from
general public. After compiling the data, there is a need for such type of
sugarcane juice that is easily available every where and the price should be
affordable by every one.
3. Project Planning:
After the screening of the idea, the next phase is the project planning. In the
project planning, the overall project is planned. All the related aspects that were
necessary for product development are taken into notice. All the things like labor,
machinery, financing, building, were keeping into the notice.
4. Product Development:
Then the next step is the product development. In the product development, we
can see many aspects like firstly we should see the ingredients of the product
This product is actually a mix of water 78%, sugarcane juice 15%, cane sugar 7%..
With a strong, accurate flavor, this could actually turn out to be a pretty tasty
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orange juice substitute – a possible motivation for placing a high-visibility Vitamin

C label across the front of the package.
1) Cano Juice in 250ml PET Bottle
Description: Cano Juice

Packing: 24 X 250ml
Gross Weight: 12.5kg
Approx. Qty per 20ft FCL: 1400 Cartons
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This Ready-To-Drink variant offers an option to retail operations catering to

customers looking for healthy, thirst quenching single serve options. The well-
designed packaging ensures that it stands out whether it be displayed in
normal shelves or walk-in chillers.
2) Cano Juice 1.5 liter Concentrate
Description: Cano Juice

Packing: 12 x 1.5lt
Gross Weight: 16.5kg
This product comes attractively packaged in a 1.5 Liter PET Bottle with a
recommended dilution rate of One (1) part concentrate to Seven (7) parts
water. This variant offers value for money and convenience for those with
large families or entertains frequently.
It is also ideal for the foodservice establishments as it requires minimal

storage space and no refrigeration is required, allowing them to cater for large
functions. Stored at an ambient temperature away from direct sunlight or heat,
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the Concentrate has a shelf life of one (1) year from date of production. Upon
opening, the product should be kept refrigerated. Cano juices are best served
chilled.
3) Cano Juice Drink in Tetra Brick Aseptic 1litre and 2 liter.
Packing: 12 X 1lt, 12 X 2lt

Gross Weight: 13kg
This Tetra Brick variant is UHT processed, contains no preservatives and

comes with a convenient re-sealable non-drip spout. It is an ideal choice for
active families or individuals who want a convenient yet nutritious thirst
quencher. With this addition, cano juice has now a wide range of packaging
choices to suit both consumers and retailers.
Foodservice operators looking for a shelf safe; space saving re-sealable

packaging can now opt for this variant. The Tetra Brick variant has a shelf life
of one (1) year from date of production when stored at ambient temperature.
Keep away from direct sunlight and heat. Keep refrigerated upon opening.
cano juice taste best when served chilled.
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5. Test Market:
Then in the next stage, the product that is developed id launched into the
market. This is done to test the market. Firstly, the products samples are
provided to the shopkeepers and then feedback is received from them about
the product. The results gathered from testing the markets are very helpful in
many decision making activities.
6. Commercialization:
Then in the last stage, the product is commercialized into the market. The
faults were corrected that were noticed while testing the markets. Then
product is launched with heavy advertising and promotional activities.
Sugarcane Juice Nutrition Content Research
Serving Size: 1 can

Servings Per Container: 1
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Calories 200
Calories from Fat 0
Amount Per Serving and/or % Daily Value*
Total Fat 0 g (0%)

Saturated Fat 0 g (0%)
Cholesterol 0 mg (0%)
Sodium 80 mg (3%)
Total Carbohydrate 52 g (17%)
Dietary Fiber 0 g (0%)
Sugars 40 g
Protein 0g
Vitamin A 0%
Vitamin C 0%
Calcium 4%
Iron 0%
* Percent Daily Values are based on a 2,000 calorie diet. Your daily values
may be higher or lower depending on your calorie needs.
Calories: 2,000 2,500
Total Fat Less than 65g 80g
Sat Fat Less than 20g 25g
Cholesterol Less than 300mg 300mg
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Sodium Less than 2400mg 2400mg

Total Carbohydrate 300g 375g
Dietary Fiber 25g 30g
5.2 SEGMENTATION, TARGETING AND POSITIONING
A) SEGMENTATION
Geographic
World = Region Asia
Country= Pakistan
Cities = All major cities of Pakistan
Density= Urban
Climate = Hot and Dry
Demographic
Age= 15-50+
Gender = Female
Family size= 1-2, 3-4, 5+
Family life cycle = Young, Single; Young, Married, no children; Young,

Married with children; Older, Married with children; Older, Married with no
children under 18; Older, Single;
Other Income Rs.= 20, 000+
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Occupation= From middle class to upper class
Education = Schools, Colleges, Universities
Religion = Major Religion of Islam, Christianity and Hinduism and small

percentage of others
Race = Asian
Nationality = Pakistani
Psychographic
Social class = Middle class, Upper class.
Lifestyle = Actualizes, Fulfilled, Believers, Achievers, Strivers, Experience’s

makers and Strugglers
Behavioral
Occasions = Parties, Birthdays, Sports and Regular Occasions
Benefits = Quality, Taste, Economy, Health
User status= First time user

Attitude towards product = Positive
B) Market Targeting
It is difficult to target a specific market because almost every individual
of any status consume soft drinks and juices. For this company every
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CANO JUICE
individual in Pakistan with an upper and middle class status can be
considered a potential consumer. Though, in order to target specific markets,
company divides the target market into the following market segments:
 Consumers under the age of 18: This is when Company is
marketing to a younger generation. These potential customers still live
at home with parents. They rely heavily on parents to purchase the
product for them. In this segment, Company is trying to capture brand
awareness. Juices are the most attractive for this segment.
 Consumers between the ages of 18 to 24: Company is still
marketing to a younger generation, but these customers are either in
college and/or starting new jobs. In this segment, Company is trying to
capture brand awareness and loyalty. Fruit based soft drinks will satisfy
their needs.
 Consumers age 25 and up: Company is marketing to
customers who are established in their job market and who are starting
families. In this segment customers are routine beverages drinkers, so
company tries to establish brand loyalty in their minds.
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CANO JUICE
C)Market Positioning
Nowadays customers concentrating on health and also demand an appealing
taste along with healthy ingredients to uphold their health consciousness. The
new range of soft drinks that Company offers brings a great taste and also
healthier than other soft drinks because it is sugarcane based soft drinks. The
name Cano Juice also helps to give the product positioning because the
consumers can immediately relate the name to the benefits of the product.
Each product is available in different packing, which tells consumers that the
product is innovative, refreshing taste still a health conscious drink.
This juice is available to fulfill the needs of health conscious
consumers and their unique tastes compel the drinker to take more. This
Sugarcane juice is completely new in existing juice market and easily attracts
consumers.
5.3 Market Entry, Survival and Winning Strategy
Today, success has become an impermanent achievement which can be
taken away by competitors any time. Today, business is nothing less than war
and victory is ephemeral. Sustaining a position in the consumers' mind is an
on-going battle and victory can be snatched away with the blink of an eye.
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CANO JUICE
The general life cycle of any product which all companies go

through has four phases:
1. Introduction of the product,
2. Growth,
3. Maturity
4. Decline.
Now, if the life cycle is same for all, how is it possible for some companies
to have a competitive edge over the others? The basic difference here is, in
the case of general companies, they don’t push their products in the market,
by introducing them when the earlier one has reached its maturity stage. They
introduce the new ones when they are in the decline stage or almost out of
the market. Thus they give their competitors the chance to attack their
products.
But in the case of successful companies, they tend to work on the new
modified versions at the time the basic version is introduced in the market.
And come up with them when their earlier ones are reaching or touching the
maturity stage (according to the market demand). Thus they give no chance
at all to their competitors to attack them. This is the basic difference between
the general and successful companies, the difference of continuous
innovation and the fearless nature of attacking themselves which gives them a
huge
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CANO JUICE
As a Company, we must have competitive edge with respect to our
competitors, and further which helps us in retaining, regaining and sustaining
their No. 1 position.
 Company needs to continuously innovate and attack itself to be a
consistent performer.
 To survive, companies must constantly look for new ways to satisfy
customers' needs. Just imagine how true it is in today's context
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CANO JUICE
5.4 PRICING STRATEGY
As the product is a new entrant in the market which is full of big competitors
like Pepsi, Coke, Nestle and itself Shezan Bottles etc the basic pricing
strategy which the company aims is to set
market penetrating prices for the first six month and sell the 250 ml bottle for
Rs. 12 each and 1.5 liter size of juices for Rs. 50. After initial period of six
months the prices will be set according to the competitors.
5.5 PROMOTIONAL STRATEGY
Company needs to spend huge amounts in the initial phase in order to
create awareness of the product in the presence of so many others in the
same product categories. For this the company plans to indulge in some of
following activities:
 Test Markets – in shopping malls & school colleges.
 Temporary Sports Rooms established with TV facility in big
shopping malls, airports and railway stations and company
products served to visitors.
 Free Samples – handed out in school, college, university
campuses
 Coupons - on the product or tied to another product (i.e.
indulging
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CANO JUICE
in joint promotion with some potato chips manufacturer).
 In-Store Displays - Signs, banners etc.
 Sponsorship - sponsoring some events e.g. concerts, annual
dinners of education Institutions, regional sports events etc.
 Partnership – with some well-known local restaurant with high
frequency of customers.
5.6 DISTRIBUTIONAL STRATEGY
Distribution is one of the most important aspects of the marketing
planning. Dispensing this task to some outside vendor may prove to be
disastrous. Most of the time the outside vendor don’t have a serious attitude
towards the product is so overwhelmed with some other product that the new
product suffers. So for this reason, company intends to establish its own
distribution facility. The product will be delivered to the grocery retailers,
restaurants, and school/college/university campuses via the delivery vans.
The distribution segments can be broken down into the following:
 Convenience Stores and Petrol Stations: 12% of the market
 Restaurants: 20% of the market
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CANO JUICE
 Super Markets and Retail Stores: 60% of the market.
 School/college campuses: 8% of the market
(7)
P L ANNIN G
FINANCIAL
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CANO JUICE
6.1 PROJECTED INCOME STATEMENTS

Shezan International Limited
Projected Income Statement
For The Year Ended On 31st December, 2009
SALES 25, 00,000
(-) Cost Of Goods Sold 18, 00,000
Gross Profit 7, 00,000
(-) Operating Expenses 500,000
Operating Profit 200,000
(+) Other Income 200,000
Profit Before Tax 4, 00,000
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CANO JUICE
(-) Taxation (4%) 100, 000
Profit After Tax 3, 00, 000
SALES 38, 00,000
Operating Profit 800,000
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CANO JUICE
(-) Taxation (5%) 190,000
Profit After Tax 8, 10,000
SALES 45, 00,000
Operating Profit 10, 00,000
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CANO JUICE
(-) Taxation (6%) 2, 70,000
SALES 55, 00,000
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CANO JUICE
(-) Operating Expenses 7, 00,000
Operating Profit 5, 00,000
(+) Other Income 7, 00,000
(-) Taxation (5%) 275, 000
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CANO JUICE
SALES 22, 00,000
Gross Profit 700,000
Operating Profit 550, 000
Profit Before Tax 700,000
(-) Taxation (4%) 88, 000
Profit After Tax 612, 000
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CANO JUICE
6.2 COMMON SIZE INCOME STATEMENT
Common size Income Statement
Normal Income Common size

Statement income statement
SALES 25, 00,000 100%
(-) Cost Of Goods Sold 18, 00,000 72%
Gross Profit 13, 00,000 28%
(-) Taxation 100,000 4%
Profit After Tax 300,000 24%

SALES 38, 00,000 100%
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CANO JUICE
(-) Taxation 190,000 5%
Profit After Tax 8, 10,000 11%

SALES 45, 00,000 100%
(-) Taxation 270, 000 6%
Profit After Tax 10, 30, 000 22%

SALES 55, 00,000 100%
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CANO JUICE
(-) Taxation 275, 000 5%
Profit After Tax 925, 000 17%

SALES 22, 00,000 100%
Gross Profit 700,000 32%
(-) Taxation 88,000 4%
Profit After Tax 612, 000 28%
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CANO JUICE
6.3 BREAKEVEN ANALYSIS
If you can accurately forecast your costs and sales, conducting a breakeven
analysis is a matter of simple math. A company has broken even when its
total sales or revenues equal its total expenses. At the breakeven point, no
profit has been made, nor have any losses been incurred. This calculation is
critical for any business owner, because the breakeven point is the lower limit
of profit when determining margins.
There are several types of costs to consider when conducting a breakeven
analysis, so here’s a refresher on the most relevant.
• Fixed costs: These are costs that are the same regardless of how
many items you sell. All start-up costs, such as rent, insurance and
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CANO JUICE
computers, are considered fixed costs since you have to make these
outlays before you sell your first item.
• Variable costs: These are recurring costs that you absorb with each
unit you sell. For example, if you were operating a greeting card store
where you had to buy greeting cards from a stationary company for $1
each, then that dollar represents a variable cost. As your business and
sales grow, you can begin appropriating labor and other items as
variable costs if it makes sense for your industry.
Breakeven Point = Fixed Costs/ (Unit Selling Price -
Variable Costs)
For this first of all we see that what is our fixed cost
Fixed Cost= 1500000
Price Per Unit= 12
Variable Cost= 3
By putting these values into the formula we get
BEP=50000/12-3
BEP=50000/9
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CANO JUICE
BEP=5555 units.
So by above equation, we came to know that if company is solding 5555units
then it Is in a position of no profit no loss. The units above these are the profit
for the company.
6.4 RISK ASSESMENT
A risk assessment is simply a careful examination of what, in your work, could
cause harm to people, so that you can weigh up whether you have taken
enough precautions or should do more to prevent harm. Workers and others
have a right to be protected from harm caused by a failure to take reasonable
control measures.
Follow the five steps to access the risk:
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CANO JUICE
1. Identify the hazards.
2. Decide who might be harmed and how.
3. Evaluate the risks and decide on precaution.
4. Record your findings and implement them.
5. Review your assessment and update if necessary.
When thinking about your risk assessment, remember:
• a hazard is anything that may cause harm, such as chemicals,
electricity, working from ladders, an open drawer etc;
• the risk is the chance, high or low, that somebody could be harmed by
these and other hazards, together with an indication of how serious the
harm could be.
(7)
E NDAT I ONS
RECOMM
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CANO JUICE
 Growing market for healthier fruit based soft drinks and juices:
 The market for health conscious drinks is not new, yet has limited
choices and is therefore
open for expansion of new products.
 A big segment of Pakistani Soft drink market is in the middle age
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CANO JUICE
(35 to 50) causing a rise in
health concerns and adding to demand for healthier soft drinks.
 Younger generation drinks less coffee & tea and like more soft
drinks and juices.
 Unique new product:
 Introduction of Sugarcane juice is a unique product which never
been launched by anyone
in safe and attractive packaging.
 Special ingredients and dehydration capability.
 Comparable competition does not yet exist.
 The major competitors includes PepsiCo, Coca Cola, and fresh
juices manufactures
including Nestle, Frooto Industries etc.
 Exciting promotional campaign strategy:
 Test Markets – in shopping malls & school colleges.
 Temporary Sports Rooms established with TV facility in big
shopping malls, airports and Railway stations and company
products served to visitors.
 Sponsorship - sponsoring some events e.g. concerts, annual
dinners of education
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CANO JUICE
Institutions, regional sports events etc.
 Free t-shirts displaying product to college students given away on
central campus locations.
 Distribution is one of the most important aspects of the marketing
planning. Company intends to establish its own distribution
facility. The product will be delivered to the grocery retailers,
restaurants, and school/college/university campuses via the
delivery vans.
 In conclusion, the promotion and launch of the new product line
will help to meet the needs of customers, provide a new niche in
the soft drink and juices industry and become a profitable
venture.
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CANO JUICE
8. CONCLUSION
After the overall study of the project, it is concluded that the product that is
newly developed in Pakistan is getting progress day by day as it has
monopoly in the market and the environment of the market is also very helpful
for this type of juice.
As we see that there are many juices of different brands with different
qualities. But Shezan is producing the juices with a high quality and low price.
As this product is launched under Shezan Company, so the quality provided is
well and it gains its position as in market, Shezan also has its name.
According to sanitation conditions of the sugarcane juice provider’s
aspect, our proposed juice is very beneficial for health. This is because it is
packed into a tetra pack packing which keeps the quality of the juice same
and also safe it from bacteria.
So overall, it is concluded that the CANO JUICE is one of the major
demand by the customers and it should be very reputable as it is launched
under Shezan Company. It is very helpful for those persons as it is safe for
health because of its availability in packing.
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CANO JUICE
9. REFERENCES
• www.shezan.com/
• https://www.wegmans.com/webapp/wcs/stores/servlet/ProductDisplay?
langId=&storeId=10052&productId=354482&catalogId=10002&krypto=
QJrbAudPd0vzXUGByeatog%3D%3D&ddkey=http:ProductDisplay
• http://www.theasiancookshop.co.uk/sugarcane-drink-by-tas-310ml-
1837-p.asp
• http://www.whfoods.com/genpage.php?tname=foodspice&dbid=120
• www.shahnawazltd.com/companies/sil.html
• www.wikipedia.org/wiki/Shezan_International
• www.whois.domaintools.com/shezan.com
• www.scribd.com/doc/13826421/Shezan
• www.scribd.com/doc/13826423/Shezan-Twist
• www.scribd.com/doc/14972853/Fruit-Juice-Project
80

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CANO JUICE

Company, with the main objective to set up an industrial undertaking for

manufacturing of juices, squashes, sherbets, jams, pickles and preserves from

fruits and vegetables. Shezan International Limited was conceived as a joint

venture by the Shahnawaz Group of Pakistan and Alliance Industrial

Development Corporation of U.S.A. in 1964. In 1971 Shah Nawaz Group

purchased all the shares of Alliance Industries Development Corporation, with

the permission of Government of Pakistan.

This Project is related to a juice which is named as “Cano Juice”

sugarcane juice is introduced. It is introduced because the sugarcane juice

included while drinking by a person. So it is hazard for the health.

So by keeping in mind this aspect, Shezan International Limited is

this. As Shezan International Limited is already producing juices with different

2.1 BRIEF HISTORY

The company was incorporated on May 30, 1964 as a Private Limited

Company, with the main objective to set up an industrial undertaking for

manufacturing of juices, squashes, sherbets, jams, pickles and preserves

from fruits and vegetables. Shezan International Limited was conceived as a

joint venture by the Shahnawaz Group of Pakistan and Alliance Industrial

Development Corporation of U.S.A. in 1964. In 1971 Shah Nawaz Group

purchased all the shares of Alliance Industries Development Corporation, with

the permission of Government of Pakistan.

• Shah Nawaz Ltd.

• Shah Taj Sugar Mills Ltd.

• Khalid Hai (Pvt) Ltd.

• Alson Service (Pvt) Ltd.

• Shezan International Ltd.

• Shahtaj Textile Mills

• Hattar Fruit Products

• Guardian Mudarba Management (Pvt) Ltd.

ORGANIZATIONAL HIERARCHY WITH REFERENCE TO

Mr. Munir Nawaz

Mr. Saifi Choudry

Finance Marketing Production

2.3 COMPANY MISSION STATEMENT

juices and products to retail and food service customers.

• We want to be the recognize industry leader in quality and service

providing more than expected for our customers, employees and

• We will accomplish this by maintaining a tradition of pride in our products,

growth through innovation, integrity in the management of our business,

and commitment to team management and the quality improvement

2.4 COMPANY VISION

“To be known as leader of quality products in the region.”

beyond rhetorical slogans. It is the objective of SHEZAN International Limited to

dedicated effort of each employee in conjunction with supportive participation

from management at all levels of the company.

quality of life of its people.

KETCHUP/CHUTNEY JUICES IN BOTTLES

JUICES IN TETRAPAKS JUICES IN CANES

JAMS/JELLIES/MARMALADES (JAR) FRUIT IN SYRUP

JAMS (CAN/BUCKETS) VINEGAR

A product can be offered with varying features. A company can create

differentiating the company's product from competitor's products. Following are

the features on which TWIST has competitive advantage.

Quality Availability Convenience

2.6 PRODUCT MIX

• Production mix also known as production assortment is the set of all

a company has certain

• Width i.e. how many product lines a company has;

• Length i.e. total number of products in a production mix;

• Depth i.e. total number of products in a line;

• Consistency i.e. how close relation is among the products.

INCOME___________ AREA OF RESIDENCE_