Marketing Plan of Akij Group MOJO

Marketing Plan on Pran Beverage LTD “Maxx Cola”

1. Executive Summary

MaxxCola is the first-ever local carbonated soft drink in Bangladesh from Pran

Beverage Ltd which is available in all local stores and restaurants around the country.

Pran Maxx Cola first came out in 2008. Since then it’s growing its popularity among

the consumers and gradually it’s capturing a significant market share in Beverage

Industry. MaxxCola guarantees a complete risk free drink and it doesn’t add any

artificial colors, any sugar and MaxxCola uses natural mineral water.

This report consists of the Marketing plan of the reputed beverage company in our

country. Pran Beverage Limited is the concerned organization. Maxx Cola is their one

of the product. This report is based on the companies plan for Maxx Cola.

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2. Introduction

MaxxCola continuously try harder to make the consumers cheerful though the products,

culture and frequent communication. Pran MaxxCola have a full dedicated support family

consists of Expert technical support and maintenance, 7-days a week, 364 days a year. It has

round the clock service call to ensure you optimum drink quality every time.

MaxxCola is a whole new level of drink which can be afforded easily. The colors are stronger

and with good reason – these products only have the finest quality, premium ingredients.

When we take off the cap and we will smell the difference as the aroma of perfectly blended

ingredients and flavor essences set you up for impression of an incredible cola experience.

For a nontraditional cola experience MaxxCola is worth trying.

Background of the study

In this case Pran Maxx Cola’s marketing plan is analyzed and described. According to the

course plan the marketing plan is analyzed.

Objective of the study

This assignment is about “Creating and Implementing Organizations Marketing Plan”. The

purpose of the study is to help us to design and carry out effective promotional strategies

during launching of a product. Moreover, it will enable us how to apply different

promotional strategies in context of real market scenario.

Methodology

Sampling Method

There are two types of sampling method:

1. Non-Probability Sampling

2. Probability Sampling

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Non-Probability Sampling:

Non-Probability Sampling is a non-random and subject method of sampling where the

selection of the population elements comprising the sample depends on the personal

judgment or the discretion of the sampler.

There are three primary types of non-probability sampling methods:

i. Availability Sampling

ii. Quota Sampling

iii. Purposive Sampling

Probability Sampling:

The idea behind this type is random selection. More specifically, each sample from the

population of interest has a known probability of selection under a given sampling scheme.

There are four categories of probability sampling:

i. Simple Random Sampling

ii. Systematic Sampling

iii. Stratified Random Sampling

iv. Cluster Sampling

From the above mentioned sampling method, we have used one of the non-probability

sampling methods, that is, Availability Sampling method.

Availability Sampling is a method of choosing subjects who are available or easy to find. This

method is also sometimes referred to as haphazard, accidental, or convenience sampling.

The primary advantage of the method is that it is very easy to carry out, relative to other

methods. A researcher can merely stand out on his/her favorite street corner or in his/her

favorite tavern and hand out surveys. There are some advantages to this design - it is easy

to do, particularly with a captive audience,

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Area Sampling

Area sampling is a method of sampling when no complete frame of reference is available.

The total area under investigation is divided into small sub-areas which are sampled at

random or by some restricted random process. Each of the chosen sub-areas is then fully

inspected and enumerated, and may form a frame for further sampling if desired. This

method is used when a complete frame of reference is not available.

In our sampling procedure, we have chosen the students of our university.

Sampling Size

Sampling size (n) is the number of sampling units which are to be included in the sample. In

our sampling procedure, the sampling size (n) used in our survey is 30 numbers of

respondents.

Sources of Information

There are two methods of collecting data:

1) Primary data collection method.

2) Secondary data collection method.

In this assignment, we used both of the primary and secondary data sources. The collection

of data from the respondents that we have taken through survey using questionnaire is

primary data. It is because it has been collected for the first time for the purpose of this

assignment.

The data that we have taken from the internet, books, and other subsidiary sources (i.e. the

data that have used for second time) is secondary data.

Limitation of the Study

It is time-consuming and also difficult to collect the data.

The study is based on sampling, so we cannot get the exact result.

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The information given by the customers may be misleading.

This report may not be accurate according to the companies planning

This is not an official Plan

Literature review

Vision

Any company’s vision is actually the dream to which the company always strives to

reach where it may become possible or not. Here it is also not apart for Pran

Beverage Limited( Maxx Cola). Expanding the business in the abroad fully and

becoming one of the market leaders internationally- this company thinks in this way

as a part of their vision.

Mission

The mission of Pran Beverage is to be the market leader by 2020 through their best

effort, suitable and competitive marketing strategy and the consumers support. Now

they are in the position of challenger and their vision focuses on those missions,

goals and objectives which will make them able to be the leader from the challenger

to the leader in the market.

Goal

The company’s goal is to maximizing the market share in their every categorized

business including all sector including consumer sector, Beverage sector, food

industry. Currently they are the market leader in most of the sectors.

Objective

The objective of Pran Beverage is to provide the quality products and services in such

a form that the customers demand.

Strategy

The company always believes in pull strategy rather than push strategy. They first of

all find out the customers demand about how, when, where, and what type of

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product ad services they want. Then according to that they provide their services at

the right place and in the right time.

3. Company Overview

Pran Group

PRAN’ started its operation in 1981 as a processors fruit and vegetable in Bangladesh. Over

the years, the company has not only grown in stature but also contributed significantly to

the overall sociology-economic development of the country.“PRAN” is currently one of the

most admired food & beverages brand among the millions of people of Bangladesh and

other 82 countries of the world where PRAN Products are regularly being exported.

All the PRAN products are produced as per international standards maintaining highest level

of quality at every stages of its production process.

PRAN is currently producing more than 200 food products under 10 different categories i.e.

Juices, Drinks, Mineral Water, Bakery, Carbonated beverages, Snacks, Culinary,

Confectionery, Biscuits & Dairy. The company has adopted ISO 9001 as a guiding principle of

its management system. The company is complaint to HACCP & certified with HALAL which

ensures only the best quality products are reaches to the consumers table across the Globe

Pran Beverage Ltd

PRAN Beverage becomes a popular company in South Asian region also in Middle East.

PRAN Group has grown up in stature and became the largest fruit and vegetable processor

in Bangladesh from 1980. “PRAN” is currently the most well-known household name among

the millions of people in Bangladesh.

PRAN Beverage 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 “PRAN”

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.It also has the distinction of achieving prestigious certificate like ISO

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9001:2000, and being the largest exporter of processed agro products with compliance of

HALAL & HACCP to more than 70 countries from Bangladesh”.

Ingredients The ingredients that are used to make the MAXX COLA are-

1. Refined Sugar,

2. Carbon Dioxide,

3. Natural Flavor,

4. Caramel Color,

5. Acidulant,

6. Caffeine etc.

Nutrition Nutrition facts per 100 ml are-

Energy = 43 kcl.

Fat = 0.00 gm

Protein = 0.00 gm

Carbohydrate = 10.5 gm

4. Situation Analysis

In the Situation Analysis we have to understand the customer perception, who is the

buyer of our product, the perceived value of our product.

Consumer’s perception

The consumer information processing is the main thing that helps consumer to

gather information of specific product. MAXX COLA cola does this by exposing them

to stimuli, gaining their attention, making those stimuli easy to interpret, making

them learn and finally installing the stimuli in the memory of the consumer.

Perception

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The first three step of information processing (Exposure, attention, and

interpretation) constitute perception.

Exposure

MAXX COLA is trying to expose itself to its target market through various means.

They are: TVCs At the launching period, MAXX COLA cola went for massive TV &

Radio ads to expose their self to their target aspect. After that came with their new

TV ads with the current event. Now during cricket world cup, they came with their

new promotional campaign.

Newspaper MAXX COLA cola covered the main daily newspapers of the country.

This helps them to survive in the market.

Billboards Some (not that much) billboards have been put up. However, with the

billboards, they came up with their new offerings and people became aware of it.

Sponsor of the shop They became the sponsor of the by making the shop sign. They

covered many shops, which helps them to expose their self. The colorful shop sign is

the most important thing, which helps them to make them expose.

Attention

Attention occurs when the stimulus activates one or more sensory receptor nerves

and the resulting sensation go to the brain for processing. MAXX COLA Company

tries to gain attention mainly through the following ways.

Stimulus Factor the Stimulus Factor that MAXX COLA uses are:

Size Big billboards and Shop signs are the best example. This generates response

among the people with the result that people test it and became a loyal customer.

Color & Movement The TV ads are very colorful. The brochures are also so much

colorful which helps MAXX COLA to create response among the target aspect.

Position In newspaper, they place their ads in the front or last page, which is the

reason that it succeed to attract their customer. Most of the time they place their

ads at the right hand corner of the page and that helps to grab the attraction. But

most of the time the placement of their billboards is wrong. For this sometimes they

fail to grab the attention of the people.

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Slogan

“Masti Hobe Sarabela” as this is a low involvement product so it is good strategy to

keep the slogan short. People think a little while they are purchasing a cola so this

easy slogan helps them create attention.

Individual Factor

When people are thirsty, which is usually short term, people tend to notice and get

attracted by soft drink ads, which present their drinks in an attractive way. By TV, ads

and the shop sign MAXX COLA cola trying to grab the attraction. When people are

thirsty then they do not think what I am drinking they just remember the ads and or

see the ad and buy it. Example: Near the shopping mall, cruddy area such as Stadium

etc.

Situational Factors

Program involvement MAXX COLA targets the young generation who are more

interested music, and they are serious making these people aware. By giving

sponsorship of underground concert they and other general concert they creating

awareness among the people.

Non- focused attention

Hemispheric Lateralization MAXX COLA is trying to influence the right side of the

brain. We know an image can tell a thousand words. Their imagery representation

helps them to create more response from their target aspect.

5. Buyer & Target Group

Resellers group: Chain superstores, hotels and restaurants, fast food shop, university

canteen, bakery & confectionary.

Consumers group: All age group, especially young age group, teen age group. Old age

people are also in our consumer group.

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6. Market Opportunity and Issues

Strength:

Known brand

Experienced management

Fully automated machine

Trained and skilled employee

Good network

Weakness :

low in variety

no fixed target set up yet to SR for cola

lack of highlighting in general & super store ( for customer )

outcome from this product does not permits huge investment

What steps we will take to reduce the weaknesses:

we will introduce different flavor cola to increase variety

we will use POS materials for super store and general stores

we will promote more for more sale

7. Marketing Strategy

Pran Beverage group has segmented according to the homogenous segmentation

where the consumers represent the same type of demographical, psycho graphical,

cultural and social factors. Their attitude, status and lifestyle focuses on same

perspective. According to the following factors the segmentation of MAXX COLA has

been done-

Age

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MAXX COLA’s primary target was only the young generation where the age may vary

from 16-27. But it is not limited within this age. It has also spreaded out among the

children noticeably as well as the people above 27 years.

Gender

Both young boys and girls are the target market for the MAXX COLA. It is not

specially made for any particular gender what actually happens for any type of cola

drink.

Occupation

Occupation is not clearly defined for the target market of MAXX COLA; however

where the age varies within the young generation as well as children so it can easily

be understood that most of them will be whether student or doing any job or

business.

Income

Actually MAXX COLA has emphasized on the lifestyle and behavior of consumers

more rather than the income. They think that it is really affordable to buy a MAXX

COLA (especially 250 ml) for their target market where their income is minimum

5000 and for the students it may be less than that.

Location

Almost all the places of urban and rural area are under the MAXX COLA’s

distribution. Espscially in each and every part of the Dhaka and Chittagong city MAXX

COLA is available. The company has emphasized on Dhaka where more than half of

total sales (52%) comes from only Dhaka.

Social Class

MAXX COLA is targeted for the upper part of the lower class, middle class, upper

middle class, and lower part of the upper class of the society.

Lifestyle

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The targeted market of MAXX COLA is basically young generation who like gossiping,

chatting, hanging with friends, making fun, watching movies, listening music etc.

MAXX COLA has also focused on their customer’s lifestyle in product, advertising and

packaging.

Personality

The customers of the MAXX COLA are mostly action oriented people which include

especially the experiencers. It also focuses the personality of the status oriented

people including achievers and strivers.

8. Target Market

Cola drinks usually follow an undifferentiated marketing strategy to target their

consumer. Keeping this fact in mind, we conducted a sample survey by selecting

random sample from different places. The following discussion will attempt to

analyze the profile of the target market based on the sample group.

Demographic Factors

Age

Age is the major determinants in targeting the

consumers. MAXX COLA reflects the Bangladeshi

culture and it represents youth. From our survey, we

have found that MAXX COLA is most preferred in the

age group between 20-25 years (85% of 100). Moreover, the least MAXX COLA

preference comes from two age groups: 25-35 years and 35-45 years, about 1%.

Sex

Beverage is used for thirst-quenching purpose and this product is gender neutral,

meaning there is no such kind of obligation to consume the product for male or

female. However, from our survey outcome, we have found that 71% of the

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consumers are male and 29% are female from 100. All the respondents are from

urban location.

Occupation & Income

Consumers’ purchasing pattern, lifestyle and status largely depend on their

occupation and average monthly income of the family. The social class of the target

respondents was determined by their income or taking from family. MAXX COLA is a

low involvement product and it is good enough to consume by upper and middle

class. From the survey respondents, students are the most who purchase MAXX

COLA and their income level is less than 5000 taka. Business people, private service

personnel and other earning people consume less amount of MAXX COLA although

their income is comparatively high than the students.

Favorite Pastime

Our survey respondents are giving most of their time in watching TV or movie for

their pastime about 42% and reading books on average about 24%, less time in

traveling about 1% and others cumulate about 33% such as hanging with friends,

playing outdoor games, computer game or psychological gaming etc.

Other Factors

Meaning of MAXX COLA

Meaning of MAXX COLA is the idea or feeling the respondent have instantly after

hearing the name or analyzing it. To 60% respondents, MAXX COLA means fun or

enjoyment. To 14% it means nothing. In addition, other 26% varies within music or

art, sports, thirst passion etc.

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Payoff Line Completion

“MAXX COLA, it’s inside you”. This payoff line is not well completed by the

respondents. This is happened because of their brand loyalty toward other brands.

From 100, 45% respondents completed the line but the major percentage (55) left

the slogan uncompleted. Beverage (Soft Drinks) ranking creates the flexibility for the

target customers to express their preference toward the beverage preference. From

the findings, we have experienced that out of 100, 47% people ranked cola focused

beverage group aligned with lemonade and fruit juice. 28% of them prefer cola and

fruit juice beverage group and less preferred is lemonade based beverage group

likings, only 7%.

Cola Brand’s Position

Our report is on “MAXX COLA” cola and we have kept this name out of the selection

criteria. The motive was to see whether people recommend MAXX COLA or not. The

survey questionnaire reveals that out of 100, Zam-zam cola comes instantly in the

mind of 7% prospect and so for others (9%). Pepsi cola gains 28% attention and the

highest response is captured by coca cola (54%).

9. Positioning

Our position is better condition, because our other brands are now available in the

market. So from our product Maxx Cola cola we want to earn 2cr taka from our

sales.

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10. Marketing Mix

Product

The product MAXX COLA cola has come with the following variations in the market-

250 ml bottle

500 ml bottle

500 ml Zeo Maxx Cola bottle

2000 ml or 2 litre bottle

The MAXX COLA Cola has been made with a proper technology. So there is no chance to

occur fluctuation in taste. The cola drinks contain a very strong taste which can compete

with the market leader Coca-Cola and RC cola.

Price

The three different sizes of MAXX COLA cola have been priced differently.

250 ml bottle = 16 tk.

500 ml bottle = 25 tk

500 ml Zeo Maxx Cola=30 tk

2 liter bottle = 90 tk.

Here wholesalers take 0.5 -1.5 tk and retailers take 2.00-2.5 tk as profit. Again comparing to

the competitors product, the price is low enough to encourage the target market to shift

their brands towards MAXX COLA.

Promotion

The MAXX COLA Cola has been targeted for the young generation is designed for fun loving

young adults.

Television,

Newspaper,

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Radio Today & Radio Furti,

poster, shop signs & Billboards,

Street/road Show & Concerts – all are used for promotion of MAXX COLA,

Sponsorship of different special event such as reunion,

Free sampling of MAXX COLA has been done in many Universities as operant

conditioning to motivate the people to make the second purchase.

MAXX COLA has also gone for an innovative idea during this Cricket World Cup

Cricket. They have also made the world’s largest cricket bat (70 feet), which has

created a big attraction of the target customers.

11. Review and Control

Pran Beverage Limited will have simple, decision friendly, weekly, monthly,

quarterly, and annual reports focusing on

Revenue and unit sales

Expenses

Customer feedback

Market log (Self and competitive major activities)

12. Contingency Plan

PRAN Beverage envisages tight cost controls consisting of lean organization, long term cost

contract with orchard owners and efficient use of resource. It is also keeping sufficient

Capital cushion use of resources. It is also keeping sufficient capital caution to manage the

enhance working capital requirement due to delays in payment, and the need to keep a

sufficient inventory.

Today’s fast moving world respect the new, innovative ideas. To keep the same pace with

this situation our company had decided to launch another beverage brand to meet bright

future in its market. As the product is innovative, the consumers are going to purchase our

product. It will be a strong product mix for our company. And once our new beverage will

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reach to the hand of our targeted customers, we will be able to capture the most market

shares.

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Marketing Plan of Akij Group MOJO

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