Starship Final

1.
0 Executive Summary
Abul Khair Group is one of the largest and rapid growing companies in Bangladesh. It was established in 1953. It is now one of the most successful companies in terms of professionalism and management excellence. The main business objectives are to prove guaranteed quality, fair and competitive price and optimum services leading to total consumer satisfaction. Abul Khair Group started fruit drink production in September 2002 under the Star Ship juice brand name. Among the several units of Abul Khair Group, fruit drinks are one of the most vital divisions
Marketing Plan on Star Ship juice
of the group. Now it has five type different flavours, these are Starship Orange Juice, Starship Chocolate Milk, Starship Mango Milk, Starship Pineapple Juice and Starship Mango Juice. All of these products ensure supreme quality, availability and customer satisfaction. All the products are produced under better hygienic conditions by using sophisticated technology Now Starship is a popular brand name in Bangladesh. We was captured the market of India within a year of launching its products. Also, we were going to explore our market in the Middle East.
Our marketing research indicates a specific and growing need in the juice market and Starship offers in the market its products. Our marketing strategy will based will be based on strong quality of product delight out target market. Starship will focus on its availability of product, competitive pricing and greater value than competitors. Our marketing objective is to actively support continued growth and profitability through effective implementation of the strategy.
2.0 Situational Analysis Starship juice is heading its third year of operation. The Starships portfolio has been well received, and making is now critical continued success and future profitability. Its maintaining high quality to its products. Starships offer various flavor to its consumer. Quality will be key to the development of product and marketing will be key to the development
of product awareness as well as the growth of the customer base. 2.1 Market Summary We possess sufficient information about the market and consumer needs, wants and demand. It will help to right offer to right customer and we can meet consumers satisfaction and can better communication with them. Also we have some important information about customer, which is helps to makes delight to consumer.
T A R G T Patients
Target Markets shown below:

Different programs (meeting, picnic etc)
E The target market of Starship juice is
School, College, University students
Children (Below 7 years)
M A R K E T
Older persons
Tourists
2.1.1. Market Demographics The profile of Starship juice customer consists of the following geographies, demographics and behavior factor:
Geographic Starship has no specific domestic geographic target area. We serve our product to domestic market and international market.
First we covered the urban area, and then we covered rural area. Recreational area. Like - Park, fair etc. Its demand will increase in summer season.
Demographics
Demographic has been done on the basis of the following attributes: There almost same quantity between boys and girl for children and school level student.
In university & college level, girls consumers are more than boys.
Older woman are prefer more than boys.
High, Middle, Upper middle and middle class.
Behavior factor
Babys
parents
want nutritious food for their babys growth. Students wants pure water for meet their thirsty, If they get extra vitamin, calcium etc, then they prefers it highly wants more than normal drinking water. Consumer any time.
products,
which is avail in any where on Consumer feel that they have a separate image for drinks Starship juice.
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2.1.2 Market Needs Starship juice provides its customers the opportunity to choose favorite juice from various flavors. Starship juice also fulfills the following benefits which are important to their customer High quality Consumer want high quality product, which is must be hygienic. Starships meet this need of consumer.
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Acceptable price Consumer needs a high quality product at acceptable price, for that reason Starship provide high quality product in a acceptable price.
Different flavors
Different customers have different types of choice. So Starship provide different flavor for meet their need. Product availability always needs product
Customer
availability. Which flavor they like most they need to get it on time and any anywhere.
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2.1.3 Market Trends Starship will produce different type of juice in which is not available in the market. In the past Starship provide various flavor in juice market but now, juice industry is growing , more competitor are coming in the market also customer are more knowledgeable for that reason they want different type of tasty product. At the moment market is growing faster, competitor are increasing. Thus, Starship make segment for their product. They divided their customer in to five groups, and give emphasis on each of the group.
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2.1.4 Market Growth Gradually total juice industry is going upward with a strong competition. With the domestic market, our international market growth statistics is increasing day by day. Our previous statistics shown that our sale is increase by 22.57% in 20042005 income years, which is more than 1.25% of previous year. 2.2 SWOT Analysis The following SOWT analysis captures the key strength and weakness within the
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company, and describes the opportunities and threats facing Starship juice 2.2.1 Strengths

Popular brand name Strong quality Attracting packaging Own distribution channel Maximum buyers are satisfy
2.2.2 Weakness

High manufacturing cost. Lack of promotional activities Insufficient capital Location disadvantage of factory for distribution.
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2.2.3 Opportunities

Increasing the demand of juice Introduce juice powder to make juice in home Improve market portfolio Export to foreign country Promotional activities for increase brand image
2.2.4 Threats

Legal & political barriers New competitors are entrance in the market
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Increasing
the
price of raw material 2.3 Competitions Starship juices establish its own market. Also its face some competitors. These competitors are following. These are following
Shezen: Shezen juice is captured maximum industries. market Its a share of juice Saudi-Arabians
products. Its a hold a leading position for long time in juice industry in our country.
Pran: Pran is our domestic product. Huge amount of this product is export
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to abroad. Its offer lots of flavor with different size of product to consumer.
Acme:
Basically
Acme of
is
a our
Pharmaceutical
company
company. But recently they produce juice, which is get popularity in very short time to market.
Danish: Danish is one of the popular brands in juice industry. The have so much capital for increase their market. But they are not aware for more invest this sight.
2.4 Product offering
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We offer different type of flavor with different size to our consumer for choose his/her favorite juice. This arePrice(Tk.) 200 ml Flavour Starship Mango Juice Starship Chocolate Milk Starship Mango Milk Starship Pineapple Juice Starship Orange Wholesale Retail 10 10 10 12 12 12
10 10
12 12
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Juice 2.5 Key to success

Strong quality Brand image of the product. Own distribution channel Retain customer to generate repeat Generate average sales in excess of Tk.103878 per business day ( 288day per year )
purchase and referrals.
2.6 Critical issues Form the inauguration, Starship is still in the early stage. The critical issues for Starship juice are:
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Quality
variation of products
Competitively higher cost. Excess discounts from other competitors.
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3.0 Marketing strategy Our marketing strategy will create awareness, interest and appeal from our target market for what Starship offer our customers. Our marketing strategy is based on superior performance in the following areas:
Different flavor Product quality Delight customer
3.1 Mission Our mission is to provide satisfaction at a competitive cost, growth in diversity, and
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continue to contribute to the growth of industrialization in Bangladesh by being the market leader. 3.2 Marketing Objective
To
attain
quantitative leadership constant in
and the
qualitative sectors. Maintain
positive
sales growth every year Increase the market share by market penetration and market development. To modify the existing market To increase product awareness areas and selecting new segments. as well as sales by persuasive
25
promotion strategies.
based
3.3 Financial Objective
Generate an average sales per business day ( 288 per year ) in excess of Tk.103878
Maintain double digit growth
each year.
Increase the profit margin through efficiency and economy of scale gain.
3.4. Target Market

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The potential markets are separated into five 6 segments; Children (Below 7 years), Different etc), students, programs Patients, (meeting, Tourists, picnic and School, College, University
Older persons. The primary marketing opportunity is selling to these well defined and accessible target market segments that focus on investing discretionary income in these areas:
Children (Below 7 years): Under seven years old children are our one of the major segment of target markets. They select juice base on
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attracting packaging and advertisement. Already we have attracting packet, and we will expense enough for TV advertisement and children program on TV.
Different programs: Our segment is different type of program that can be recreation program, cultural program, family program and religious programmed etc. Likepicnic, birthday, fair, meeting, iftar programe, pohela boishak etc.
Older persons: They are our new segment of target market. Day by
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day increase this type of consumer. They like to eat sweet drinks, so the demand of Starship juice is increasing day by day to them.
School,
College,
University
students: School, College, and university students think about their separate image and tasty juice.
Patients: Starship juice doesnt use any comical and preservative, which is harmful for health. So doctors are prescribed them drink
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juice as hygienic food for come back from sickness.
Tourists: Tourist are our another important market. time. consumer Because of they target want
available product on market in any
3.5 Positioning Starship will maintain its position in juice industry. The position will achieved by quality full product, competitive price, and consumers favorite flavors and delight consumers. We have experienced manager
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for make awareness about the product to customer. 3.6 Strategies Our primary marketing strategy will seek to first create customer awareness regarding the products. Our other marketing strategy are Practicing Total Quality
Management (TQM) Consumer Orientation Produce and market
international standard products To increase the product line and length as per the expectations of the consumers
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To serve the To ensure the availability of the Educate the consumers and the by providing social
consumer with competitive prices product intermediaries Maintaining
requisite information responsibility
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3.7 Marketing Mix Star Ship Juice marketing mix is

Product
Variety comprised of the following approaches to Quality
price,
distribution,
promotion, and customer service.

Promotion
Advertising Personal Selling Sales Promotion Public relation
Design Features Brand Mane Packaging Services
advertising
and
Price
Marketing Mix List Price Discount Allowance Payment Period Returns Credit Terms
Place
Channels Coverage Assortments Location Inventory Transportation Logistics
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PRODUCT Brand name The brand name of our product is Star Ship. Product variety has five types of
Starship
flavour.Thsee are-Starship Mango Juice, Starship Chocolate Milk, Starship Mango Milk, Starship Pineapple Juice and Starship Orange Juice.
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Quality
Always we maintain high quality of our product. We follow Total Quality Management (TQM) is practiced here and that's why it was awarded with the certificate of ISO and HACCP. Design Square shaped pack, made by hard paper hard paper. Its length is 1.8 inch, wide is 1.4 inch and height is 4.6 inch. Features
Our product has no features. Packaging

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We
will
supply
Starship to retailer or whole seller in a hard plastic packet. Every packet made by 12 packs. Multi colorful designed are printed on the pack. Size
Our product size is 200ml. Service
We will not provide any service for our product.
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PROMOTION We Sales promotion will provide to shot-term and encourage
incentives
purchase or sale of our product. Occasionally we will give some promotion. Sometimes we will give extra more juice pace to the retailer and sellers. Advertising
We will invests sufficient money for Star Ships advertising in every year. We will give advertisement for Starships promotion through TV media, newspaper, billboard, popular
magazine,
posturing,
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promotional events and etc. Personal selling
We will not arrange any kind personal selling. Public relation
For building good relations with the companys various publics by obtaining favorable publicity, building up a good corporate image and handing or heading off unfavorable rumors stories, and events. PRICE
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List price Wholesale Retail (Tk.) 10 10 10 10 10 (Tk.) 12 12 12 12 12
Price of Starship is competitive. Price of Starship Orange Juice Starship Chocolate Milk Starship Mango Milk Starship Pineapple Juice Starship Mango Juice
Discount
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We will give some discount for retailer. Allowances
We will provide some margin to the retailer. Payment period
We will collect advanced payment from the retailer. Credit terms
We follow a credit term which is set by our government. That is standard commercial terms. PLACE
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Channels
Our distributors have own channel for distribute our products. Distributor
We have own distribution channel for distribute our products. Location
National: We will cover urban area of our country, then we will cover rural area. International: Its already being exported to West Bengal and a few north-eastern states including Tripura. Starship juice is export Kolkata, Siliguri, Agartala and
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other East.
cities
and
towns in the region also Middle
Transport
We will use our own transport to distribute our product to allover the country in Bangladesh.
3.8 Marketing Research Information followings
will
collect
through
Initial question results The advertisement division notes customer responses to the How
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did you here about product? question. We attempt to co related that with our advertising and promotional activities and referral generations programs.
Customer Customer
suggestion suggestion
box
The is
another method to gain additional information customer. Some of the most productive question are:
What suggestion do you have to improve our product?
For which do you purchase our juice?
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What other flavors would you like to have available in the market?
Research process Data data.
sources:
Primary approach:
Resource Survey Research Open ended
research
and
observational research.
instrument: and close
ended questioner.
Research Extreme user
techniques: interview,
45
story telling and personal interview.
Sampling size: Decided by management.
46
47
4.0 Financials This section will offer a financial overview of Interior views as it relates to our
48
marketing activities. We will address break-even information, sales forecast, expense forecasts, and how those link to our marketing strategy. 4.1 Break-even Analysis The break-even analysis below illustrates the number of single sales, or units, that we must realize to break-even. This is based on average sale and costs per transaction.
Tk.900 000 Tk.750
Prof it area
Monthly Variable Cost
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000 Tk.600 000 Tk.450 000 Tk.300 000 Tk.150 000 0 150 300 450 600 750 00 00 00 00 00 Uni Uni Uni Uni Uni ts ts ts ts ts Monthly Break-even Point
Monthly Fixed Cost.
Monthly Fixed Cost
900 00 Unit s
Break-even Analysis with 0.
Total monthly expenses.
Break-even Point = Where Total monthly Break-even lineunits revenue. intercept Monthly
Monthly Revenue Break-even.
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[Table: 4.1] Break-even Analysis Break-even Analysis: Monthly Units Beak-even 61966 Monthly Revenue Beak-even Tk.619660 Assumptions: Average Per-Unit Revenue Tk. 4.48 Average Per-Unit Variable Cost Tk. 5.52 Estimated monthly Fixed Cost Tk. 277609.00
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4.2 Sales Forecast: Starship thinks that the sales forecast figures are conservative. The sales forecast will be achieve into the into the five main revenue streams; Starship Mango Juice, Starship Chocolate Milk, Starship Mango Milk, Starship Pineapple Juice, Starship Orange Juice. It will steadily increase sales as the advertising budget allows although the target market forecast listed all of the potential customers divided into separate groups. The forecasted customers group divided into six categories: Patients; Tourists; Older persons; Children (Below 7 years); Different programs
52
(meeting,
picnic
etc);
School, College, University students. Monthly Sales forecast

6000000 5000000 4000000 3000000 2000000 1000000 0 Apr May Jun Jul Aug Sep Oct Nov Dce Jan
Feb
Figure: 4.2.0 [Figure 4.2.0] Graph analysis: Month April May

Sales(Tk.) 4575969.3 5186098.5
Mar
yearly sales % 15% 17%

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4 June 2745581.5 8 July 2440516.9 6 August 2135452.3 4 September 2135452.3 4 October 1830387.7 2 November 915193.86 December 1220258.4 8 January 1525323.1 February 2135452.3 4 March 3660775.4 4 [Table 4.2.1]Sales Forecast: 2004-2005 20052006 20062007
9% 8% 7% 7% 6% 3% 4% 5% 7% 12%
2007-2008
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200 20
hip go 5840600 5236400 5035000 604200 3423800
7158823. 4
8846874 11069208.73
1396
hip olate
6418255. 7931680. 5 1 9924118.169 1251
hip go
6171399. 7626615. 5 5 9542421.316 1203
hip pple
740567.9 915193.8 4 6 1145090.558 1444
hip ge
4196551. 5186098. 7 5 6488846.495 8185
l (Tk.
20140000 24685598 30506462 38169685.26 4815
ct of
hip go
20052006200 2004-2005 2006 2007 2007-2008 20 3226931. 3953102 4882590 6106882.4 7701 5 5
55
hip olate 2893111
5475135.9 3544161 4377494 9 6904
hip go
2781837. 5264553.8 5 3407847 4209129 4 6638
hip pple
631746.46 333820.5 408941.6 505095.5 1 7966
hip ge
1891649. 3579896.6 5 2317336 2862208 1 4514
l of d (Tk.)
11127350 13631387 16836516 21058215.4 2655 4.3 Expense Forecast Marketing expense is to be budgeted at approximately Expenses are 7.64% tracked of in total the sales. major
56
marketing categories of television advertisements, printed newspaper promotional advertisements, others. [Table 4.3] Marketing expense budget
material, billboard promotional event and
Marketing 2004-2005 2005-2006 200 Expense Budget Television Ads 595000 623000 71 News paper Ads 366000 319000 39 Newsletter/Postcard 12000 14500 1 Printed promotional 118320 147500 17 materials Promotional events 357000 478000 56 Billboard 280000 311000 37 Other 55000 62500 8 Total marketing 1783320 1955500 23 expenses Percent of sales 8.85461767 7.9216229 7.6 (%) 6 6
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58
5.0 Controls
59
The purpose of Starship juice marketing plan is to serve as a guide for the organization. This plan is about implementation, changing the business, and making it better. It is worth nothing if not implemented. In this chapter we look at specific implementation programs, and the details that it takes to make it happen. The following areas will be monitored to gauge performance:.
Customer satisfaction. Revenue: monthly and monthly and annual.
Expenses: annual
5.1 Implementation
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The following identifies the key activities that are critical to our marketing budget. Milestone plan. It is important to accomplish each one on time and on
Ads #1 Ads #2 Ads #3 er Ads /Postcar
al
al events Apr May Ju Jul Aug Se Oct Nov Dec Ja

61
n [Table 5.1] Milestone Mileston es Mileston e
Plan - 2006 Bu dge Ma Depa Start End t nag rtmen date date (Tk er t ) M.A 01/04 25/08 334 Marke Saye /2006 /2006 170 ting ed M.A 05/08 12/12 206 Marke Saye /2006 /2006 190 ting ed M.A 03/01 27/03 170 Marke Saye /2007 /2007 640 ting ed 15/04 25/09 397 M.A Marke
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Televisio n Ads Campaig n#1 Televisio n Ads Campaig n#2 Televisio n Ads Campaig n#3 News
paper /2006 /2006 Ads Newslette 10/04 25/12 r/Postcard /2006 /2006
0 Saye ting 00 ed M.A 176 Marke Saye 00 ting ed Marke ting Marke ting Marke ting Marke ting
Printed M.A promotio 20/04 27/09 175 Saye nal /2006 /2006 000 ed materials Promotio M.A 07/12 25/02 566 nal events Saye /2006 /2007 000 ed Billboard M.A 01/04 31/03 377 Saye /2006 /2007 000 ed Other M.A 01/04 31/03 870 Saye /2006 /2007 00 ed Total 233 060 0 5.2 Marketing organization
63
Our marketing department is managed by M.A Sayeed, a full-time professional, responsible to all of the partners as a group but to no specific partner. We need the marketing department to maintain its professional integrity above and beyond the specific partners, looking out for our marketing goals and implementing the marketing programs as best fits our strategy. 5.3 Contingency planning Difficulties and Risks Slow sales resulting in less than projected cash flow.
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Unexpected
and
excessive cost increase compared to the forecasted sales. Overly A aggressive entry by and a debilitating action by competitors. parallel competitor. Worst case Risks Include Determining that the
business cannot support itself on an ongoing basis. Having to liquidate equipment to cover liabilities
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Bibliography: 1. Kotler, Philip; Keller, Kevin Lane (2005). Marketing Management. Twelve Edition. Prentice-Hall of India.
2.
http://www.abulkhairgroup.com Retrieve in 15 April 2006. http://www.thedailystar.com;

66
3.
Retrieve April, 2006..

4.
in
15
http://www.paloalto.com Retrieve in 10 April 2006. http://www.bamboowebmarketingl an.com/htm Retrieve in 10 April 2006. http://www.mplans.com Retrieve in 15 April 2006. http://www.bplans.com Retrieve in 15 April 2006. http://www.partexgroup.com Retrieve in 15 April 2006. http://www.google.com Retrieve in 15 April 2006.
5.
6.
7.
8.
9.
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10.
Gather
idea
from the marketing plan on Acme Consulting and Mixed Greens Salad Gardens (MG). 11. Garrison,Ray H; Noreen, Eric Accounting. Tenth W(2004-2205). Managerial Edition. McGraw-Hill, Boston.
12.
Kotler, Philip; Armstrong, Gary Principal of Marketing. Eleventh
Edition. Prentice-Hall of India.
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Appendix: Our products
Starship Orange Juice
Starship Mango Juice
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Starship Chocolate Milk
Starship Pineapple Juice
Starship Mango Milk
Questioner [Dear responded,
70
We the students of Bangladesh University of Business and Technology(BUBT). WE are conducting a survey on Opinion about juice. We need some information from you. We assure you that no information will be used without this survey report. Your kind cooperation will be highly appreciated.] 1. How much juice do you purchase per week? a) 200 ml b) 500ml c)1 litter litter e) More d)1.5
2. How much money do you spend for juice per week?
71
a)10-30 Tk.
b)30-60
Tk. c) 60-100 Tk. d)100-150 Tk. e) More 3. What flavour of juice do you generally preferred? a) Chocklet b) Mango c)Orange d)Mango e) Milk Pineapple 4. Do you like Starship juice? a) Yes a)Image b)No b)Price c) Quality d) 5. If yes, then why? Others 6. If the answer of question 3 is no, then why? a)Quality b)Pack design d)Others c)Price
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7. Would you accept any type of free gift with Starship? a)Yes juice? a) General store store b) Departmental c) Super shop d) One stop mall b)No 8. From where you usually buy Starship
9. In which occasion do you prefer to buy huge amount Starship juice? a)Eid b)Birthday party d)Other... 10. Why do you prefer Starship more than any other juice? c)Festival
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11. Do you know how many flavors of starship juice in present market? a) Yes juice? a) Yes change? a) Pack size Test d) Price b) Pack deigns c) b) No 13. If yes, then would you expect to b) No 12. Do you want any change in Starship
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14. In which season you purchase more Starship juice? a) Summer Winter d) Spring 15. Are you satisfied about test of Starship juice? a) Delight Average b) Satisfied c) d) Dissatisfied b) Rainy season c)
16. Which media attracts you most for Starship juice? a) TV b) Newspaper c) Promotional events d) Billboard
17. Which advertisement you like most?
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.. . __________________________________ __________________________________ _ About you: Name: . Sex: a) Male Age: a) 0-7 b) 07-14 c) 14 - 25 d) 25- 45 e) Above 45 b) Female
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Education: a) SSC b) HSC c) Graduation d) post-Graduation Working status: a) Student. b) House wife Business man d) Service holder c)
Appendix Table: Profit Margin
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1.

Marketing Plan on Star Ship juice

Marketing Plan on Star Ship juice

Marketing Plan on Star Ship juice

Marketing Plan on Star Ship juice

Marketing Plan on Star Ship juice

Target Markets shown below:

E The target market of Starship juice is

Marketing Plan on Star Ship juice

School, College, University students

Children (Below 7 years)

Marketing Plan on Star Ship juice

Marketing Plan on Star Ship juice

Older woman are prefer more than boys.

High, Middle, Upper middle and middle class.

Marketing Plan on Star Ship juice

Marketing Plan on Star Ship juice

Marketing Plan on Star Ship juice

Marketing Plan on Star Ship juice

Marketing Plan on Star Ship juice

Marketing Plan on Star Ship juice

Marketing Plan on Star Ship juice

Marketing Plan on Star Ship juice

2.4 Product offering

Marketing Plan on Star Ship juice

Marketing Plan on Star Ship juice

Juice 2.5 Key to success

purchase and referrals.

Marketing Plan on Star Ship juice

Competitively higher cost. Excess discounts from other competitors.

Marketing Plan on Star Ship juice

Marketing Plan on Star Ship juice

Marketing Plan on Star Ship juice

Different flavor Product quality Delight customer

quantitative leadership constant in

qualitative sectors. Maintain

3.3 Financial Objective

Maintain double digit growth

3.4. Target Market

Marketing Plan on Star Ship juice

Marketing Plan on Star Ship juice

Marketing Plan on Star Ship juice

juice as hygienic food for come back from sickness.

available product on market in any

Management (TQM) Consumer Orientation Produce and market

Marketing Plan on Star Ship juice

consumer with competitive prices product intermediaries Maintaining

requisite information responsibility

Marketing Plan on Star Ship juice

3.7 Marketing Mix Star Ship Juice marketing mix is

promotion, and customer service.

Design Features Brand Mane Packaging Services

Marketing Plan on Star Ship juice

Marketing Plan on Star Ship juice

Marketing Plan on Star Ship juice

Our product has no features. Packaging

Marketing Plan on Star Ship juice

Our product size is 200ml. Service

We will not provide any service for our product.

Marketing Plan on Star Ship juice

PROMOTION We Sales promotion will provide to shot-term and encourage

promotional events and etc. Personal selling

We will not arrange any kind personal selling. Public relation