Oct 24, 2014
BUSINESS PLAN Of FERSCANE
Submitted to: Ather Qader Qureshi
Submitted by: AROOJ IBRAHIM SHIZA NASIR NOMAN KADIR KOMAL IQBAL UMAIR KHALID
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TABLE OF CONTENTS Acknowledgment...3 Executive summary..4 Introduction of the company5 Need to develop new product..5 Competitor overview..7 SWOT Analysis..8 Market planning........10 Process..11 Production and financial Aspect.13 Marketing budget..15 Marketing strategies.16 Conclusion..19
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Acknowledgment I would like to express special thanks of gratitude to my teacher Athar Qader Qureshi. Who provided us the golden opportunity to do this wonderful project of New product development, this report enlightened us and provided us useful information that how you can launch a new product. Then we would like to thank our parents and friends who supported us in doing this project.
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EXECUTIVE SUMMARYSugarcane Juice is a Marketing idea that we are coming up with. Fresh sugarcane juice obtained from mature cane is sweet and tasty. It is not only a thirst quenching drink but also nutritious due to the presence of several minerals like phosphorus, calcium, magnesium, vitamins, amino acids etc., and has medicinal properties also particularly for the cure of jaundice. Cane juice mixed with the extracts of lemon, mint etc., adds to the taste, helps in better digestion and improved bowel movement .Our product is sugarcane juice in tetra pack packaging. Sugarcane juice is widely used in summer season because it is good in taste and low in cost. But problem with this is that it cant be preserved for long time. In Pakistan no company has launched sugar cane juice till now in tetra pack. The methodology used in Pakistan is quite old and so many people dont go for this sector because the risk of the low shelf life. So we have decided to launch a sugar cane juice & we would be using sodium benzoate as a preservative which would increase the shelf life of our product without harming its colour and taste. Because sugar cane juice is naturally sweet, so it can be sold with a little additional processing too. Fresh sugar cane juice has no preservatives, however its tendency to turn black from oxidation soon after pressing is very high, so to secure from oxidation we should pack in tetra pack packaging. The sugar cane juice has several health benefits and medicinal properties most of which remains unknown to the masses. It has direct effect on digestive system and it contains nutrients which are healthful for life It strengthens the stomach, kidneys, heart, eyes, and brain and sex organs. The juice sucked from the sugarcane can prove highly valuable in case of weak teeth due to lack of proper exercise resulting from excessive use of soft foods. It gives a form of exercise to the teeth and makes them strong. It also keeps the teeth clean and increases their life. The target market would include almost all the adults, young & health conscience people & we would initiate our project initially in Karachi in SITE area. .
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INTRODUCTION OF THE COMPANYMitchells is the oldest food company in Pakistan. It was established in 1933 by Francis J. Mitchell under the name of Indian Mildura Fruit Farms Ltd. After the country gained independence in 1947, the company's name was changed to "MITCHELLS Fruit Farms Ltd." with the brand name of "MITCHELLS". Since its inception, Mitchells has gone from strength to strength, not only expanding its product line but also maintaining quality through the years to become one of the largest food companies in the country. From the procurement of best quality raw materials, fresh from our own farms and orchards to the adoption of latest production techniques. Mitchells has always used farm-fresh fruits and vegetables in its products, since its inception. Mitchells products retain fruits in their pristine form, thus processing the best that nature has to offer. The result of the efforts is that today they are among the market leaders in all our product categories. Not only that, but our products are also gaining a market abroad with exports to several parts of the world Mitchells have come up with many products such as Fruit Punch Fruitica Orange (Instant Drink), Fruitica Lime (Instant Drink) , Ketchup Stand-up Pouch (500g) TopMilk Fruit & Nut, Luxuree 30g ,Apple Jelly Junior, Golden Mist Marmalade Junior, Strawberry Jam Junior Mixed Fruit Jam Junior , Hot & Sweet Sauce, Synthetic White Vinegar, Lychee Fruit Drink and Jaam-e-Hayat .
NEED TO DEVELOPE A NEW PRODUCTEvery business needs to innovate to stay ahead of the competition. No business can continue to offer the same unchanged product if they did so, profit would not be maximised and sales would start to fall. Consumer needs and wants a change. Firms should respond to these changes through their products and services. For example consumers are becoming more health conscious, this is forcing companies to introduce low sugar, salt and fat products. Competitive pressures, cost challenges, and increased customer expectations are driving companies to improve the way they develop and introduce products to the market. Whether youre cultivating internally born ideas, or trying to respond to customer requirements and market demands, the new product introduction process can help. It enables all constituents to speak a common language. It automates tasks, exposes performance bottlenecks, drives consistent execution and continuous improvement. And, it provides management visibility into the product development pipeline.Page | 5
INTRODUCTIONSugarcane juice is used as a delicious drink in both urban and rural areas in many countries. Fresh juice cannot be stored normally for more than six hours due to the presence of simple sugars through Sugar cane juice extractor, which spoils the juice quickly. Fresh sugarcane juice obtained from mature cane is sweet and tasty. Consumption of sugar cane juice has a human history spanning at least the past five thousand years made in Fresh sugarcane juicer machine. This juice is as natural as it gets, and the sugar contained in the product does not turn into fat but leaves your body without creating any fat. The truth is that sugar cane is the healthiest food for a healthier you. Sugarcane juice machine, before it is mutilated into white sugar, is highly beneficial to Human health. It contains protein, iron, phosphorus, vitamins A, B1, B2, B3, and C, calcium, and chromium. The sugar-cane juice and honey help prevent tooth decay because they contain more minerals and other nutrients another beauty of Commercial sugarcane extractor is that when you chew the fibre, it brightens your teeth and strengthens your gums. But due to its seasonal availability and fast deterioration by microbial decomposition, the possibility of its use as fresh juice is very much limited. In order to make the availability of cane juice at all times as a soft drink prepared under electric motorized Sugarcane Crushers hygienic conditions, a simple method of bottling the cane juice has been developed.
INNOVATIONThe innovation that we have come up with is sodium benzoate. It is a preservative that helps sugar cane juice last longer with no effect on its colour and taste. The maximum duration for sugar cane juice to maintain its colour, taste and freshness is up to 6 months. Unlike the other sugar cane juice that can only lasts for minimum six hours. They are going to add 0.25 ppm of sodium benzoate to preserve the juice. The fresh juice would then be bottled and would have the ability to remain hygienic in room temperature up to the mentioned duration.
MISSION The mission is to provide fresh, clean sugar cane juice and make sure that it ismade keeping in mind the hygiene factor. They want to be the first one to make available the fresh sugar cane juice to the sugar cane juice lovers.
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TARGET MARKETThe potential customers will be every kind of individuals like: Students at every level.(from school to universities) Employees who work the entire day in hot condition. Households, passengers.
In summer season every kind of people with no age limit use this juice, because most of the people avoid unhygienic products. Initially they will only limit the geographical scope to Karachi Lahore and Islamabad and then after initial success they will expand the target segments.
COMPETITION OVERVIEWDIRECT COMPETITORS: The direct competitors of our Product are: Shezan All Pure (Orange, Mango, Pineapple nectar, Apple, Grape and Tropical) Nestle Fruita Vitals (Orange, Chounsa nectar, Apple nectar, Red grape nectar, Pineapple nectar, Peach nectar, Orange and mango drink and Guava nectar) Olfrute (Orange, Mango, Apple and Red grape) Coca cola (pulpy orange) Rani , slice and All other juices available in the market. The road side vendors that are selling sugarcane juice.
But they are not competing our product with them because they are the competitors of the Juice market and they are only providing the different flavour juices but not the sugar cane juice. INDIRECT COMPETITORS: As the Sugarcane juice is the symbol of the refreshment and nutrition and it is also a substitute for the other soft drinks. So we have compared it with other soft drinks. So in the soft drink market we have the competitors like Coca cola Pepsi Other instant drinks
MARKET TRENDSPeople prefer juices in order to remain fresh and fit, some like to serve their guests with juices as people are now more towards hygiene and consciousness and juicePage | 7
provide more nutritions and a good taste. A new research proves that by 2014 every person will consume 95.5 litres juice every year and research suggests that juice market growth and sales is always on increasing trend, customers are more towards nutritious drinks especially during summer.