Mkt 302 Presentation

“ ICE TEA “

ByPran

GROUP : LIFTEX

#Logo & Slogan

Situation Analysis

&

So, We believe that

2 out of 5

#Target Audience

Youth People

Age 14 - 35

Estimated About30 million

#Positioning

Great

tasting and

good for consumers

AIM

TO GENERATE EMPLOYMENT AND EARN DIGNITY & SELF RESPECT FOR OUR COMPATRIOTS THROUGH PROFITABLE ENTERPRISES

Vision

Improving Livelihood

How pran Ice TEA defines MARKETING

Pran Ice TEA

Malta Iced

Tea

Sweetened

Iced tea

Unsweetened

Iced tea with

Lemon/Ginger

Iced tea Diet

Sweet Tea

Diet green tea with Mixed

Berry

Iced tea Diet

Lemon

Pran Ice

TEA

#Marketing StrategyHi there, I'm completely New Market

with New Product

#CUSTOMER VALUE PROPOSITION

Brand Target- Youth Benefits

More for More

1. Strong Financial & Distributor Backup

2. Good Quality3. Infrastructure

4. Research Facility 5. Ingredients

Inexperienced Rivalry

firm

1. High Growth Rate 2. Brand Equity

3. Untapped Segment4. Increasing concern

for health

SWOT ANALYSIS

Marketing Mix

Core Product : TEA Beverage

Actual product :

Branding( Aspect of

refreshing, tin

pack )

Brand Personality Brand Equity( Sparkle, Healthy,

Innovative )

( Provides Consistent

Quality

With Vigor )

Product

Packaging( Labeling Ice

such attractive

way)

Price

8 BDT

Ice TEA

25 BDT 15 BDT

Place

Pran Manufacture

Distributor

Whole

SellersRetailers

University Restaurants/

Institutions Offices House

Promotion

Paper MediaTelevision Radio Print Media Social Media

Guerilla Marketing

Ice TEA

Public Service Advertising

Drive CarefullyPOWERED BY, PRAN ICE TEA

Financial Description

• Pricing Strategy

•

•

•

Unit cost

• Sachet = VC + (Fixed cost/Unit)

= 3+(2400000/800000)

= 6 Taka

• 200ml bottle = VC + (Fixed cost/Unit)

= 12+ (24,00,000/300000)

= 20

Mark up price

• Sachet = Unit cost / (1- .20)

=6/.80

= 7.5 ( company price)

• 200ml bottle = Unit cost / (1- .15)

= 20/ .85

= 23.50 (company price)

Breakeven Volume

• Sachet = Fixed cost/ (price-Variable cost)

= 2400000/(7.5-3)

= 533334 unit

• 200 ml bottle = Fixed cost/ (price-Variable Cost)

= 2400000/(23.50 – 12)

= 208696 unit

• Actual Target production : For sachet 800000

For 200ml Bottle : 300000

Vending Machine

Number of

Machines

Normal Price Minimum

Advance

EMI Discounted price

01 20,000 10,000 12 Not Available

02 20,000 15,000 12 17,500 x 2 = 35000

03 20,000 25,000 12 15,000 x 3 = 45000

GRAND LAUNCHING

Activities Expense

2,000,000

150,000

500,000