1. 1
Executive Summary
Although women today make up a large number of the consumers of energy drinks in the global
market. The idea of energy drinks for women in Thailand is still a rather new subject. Yet with the rising
trend of healthy consumption in Thailand, women consumers are becoming more and more conscious
about what they consume. Healthier alternatives to coffee and other high calories and fattening energy
drinks have becoming increasingly popular in the food industry, especially those that are new and
unique.
Therefore, to take advantage of this opportunity, our company would like to propose an idea of
GIRLZ, an innovative women’s sugar-free, fat-free energy drink, promising a boost that would not work
against women’s body in the long run. With light fruity flavors, GIRLZ provide a relaxing feeling that still
allows women to get that much boost without the jittery feeling that is commonly associated with
traditional energy drinks.
The purpose of this project is to develop a comprehensive business plan for GIRLZ, a healthy
energy drink for women, and assess the opportunity of it in the market though the use of qualitative and
quantitative surveys and relevant data collection.
The project will explore business opportunities by investigating our target customers’
preferences, current market situation, and price of the products will also be determined through the
data collecting process. We also analyzed Thailand’s energy drinks market and its background, as well as
evaluated the opportunities available in the market that may benefit our business.
The final plan will ultimately determine whether the proposed business is viable in today’s market.
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Background
Energy drinks are non-alcoholic beverages intended to provide a quick burst of high energy to
the consumer. Generally, the core component is
caffeine. Thailand has a long history of energy drinks
Energy Drink in
Thailand
and the use of caffeine has been a key ingredient.
Recent years have witnessed the emergence of
several new energy drinks. The dominant ones in
Thai’s market include M 150, Carabao Daeng, Krating
Daeng or Red Bull, and Lipovitan-D or Lipo.
For a rather long time, energy drinks have been especially popular among the Thailand's Tuk-tuk
and bus drivers. Since when energy drinks where originally launched in Thailand, they targeted at the so-
called blue-collar client. The energy boosters were for the hard-working men to get through the day. To
many Thais, a thick syrup like sweet beverage in simple little brown bottles suitable to be hold in manly
hard hands. The image has remained and got even more
Male Consumer
emphasized when the companies started to function as
sponsors in real men sports such as Thai Boxing and Western
style boxing.
Although women today make up a large number of the consumers of energy drinks in the global
market. The idea of energy drinks for women in Thailand is still a rather new subject. Many energy
drinks ads in Thailand purposely use an exclusive aiming at male consumers, this explains why at least
Thai females rather stay away from these products.
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However, women are more concerned for
their health than men; they are apt to be more
Women are more concerned
for their health than men.
selective than men. This means paying attention to
the products ingredients. Women too need energy in
their daily lives. This energy must be consistent
energy, not your short-lived energy buzz.
Furthermore, it must be healthy energy, or it is
scratched off of their analytical criteria lists. When it
comes to healthy, women tend to have eagle eyes.
In response, GIRLZ is releasing an energy drink for
women that have both sugar-free and fat-free, promising a boost that wouldn’t work against women in
the long run. The product is made sure to pay special attention to female consumers.
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Company Overview
Company Name: GIRLZ Company Ltd.
Mission: “Our mission is to serve women by providing quality energy drink.”
Slogan: Cheer up!
Vision: Our vision is to capture Thai market by providing quality energy drink at premium price
in order to match women’s lifestyle.
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Objectives:
• Maintain positive, strong growth each year not withstanding seasonal sales
patterns.
• Increase customer satisfaction simultaneously.
• Boost the profit margin by adequate percentage each quarter through efficiency
and economy of scale.
• Maintain a significant research and development and advertisement budget to
enhance future product developments.
• Improve brand knowledge and public attitudes toward energy drink and women.
Keys to Success: In order to create such profitable and sustainable company, GIRLZ must
eliminate the image that energy drinks are only for men, design and produce quality products that meet
female market demand, as well as ensure total customer satisfaction.
Company Description
GIRLZ Company Limited is a new beverage company that aims to attract female customers. It will launch
the first product - quality energy drink with women’s in mind – under the same name of the company
“GIRLZ.”
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SWOT ANALYSIS
The following SWOT analysis takes the key strengths and weaknesses within the company, and
details the opportunities and threats we will be facing from the external environment, which would
provide management with a framework for reviewing the strategy, position, and direction of the
company.
Strengths
• Remarkable Style
o GIRLZ has a fresh and fashionable brand identity attractive to most women for the
design of the logo, bottle and execution is specially specified for women.
• The only company producing energy drink that target women
o None of the existing energy drinks in the market is targeting female consumers.
Therefore, our company is the first and only energy drink that keeps women’s desires in
mind and produces energy drinks which specifically targeted women.
o High quality and healthy ingredients
GIRLZ provides energy drink that contains high quality and healthy ingredients such as
vitamins, minerals, and antioxidants and most important with low amount of caffeine. We
make sure GIRLZ delivers the nutrition that women with active lifestyles need such as L-
carnitine for turning fat into energy and Ginseng for revitalization.
• High energy, low fat
o Our company produces energy drink that gives high energy but low fat. As well as, both
sugar-free and fat-free, promising a boost that wouldn’t work against women in the
long run. The product is made sure to pay special attention to female consumers.
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Weaknesses
• Above-average prices
o Due to using premium ingredients, the price of GIRLZ energy drink will be slightly higher
than other brands’.
• New to the market
o The brand needs to take an extra effort to establish credibility and trust with the
consumers because the brand is relatively new and unknown to consumers.
Opportunities
• Health concerns
o People are becoming more concerned about their health. They tend to involve in
healthy lifestyle. Therefore, GIRLZ uses this opportunity to penetrate the market to
serve those of whom are concern about their consumption especially female
customers.
• No direct competitor
o GIRLZ initiates energy drinks specifically for women. Therefore, the company is the only
one in the market. This gives GIRLZ highest capacity to grow in the market without extra
effort to break through the clutter.
• Diet trend
o Weight loss trend is popular in Thailand nowadays especially among women. It is the
right time for our products to be released since our products help consumers burn
calories faster.
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Threats
• Attitudes are difficult to change
o People perceive energy drink as a product for men and blue-collar workers. This attitude has
been rested in their mind for a long time. It requires a lot of effort to change their opinion.
• Alternatives i.e. coffee
o Although we are the only one in the market that produce energy drinks for women, some
alternatives such as coffee can compete for the market with our energy drink.
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TARGET MARKET
We target only on women in Thailand with the age of 18-25. The number of our target
consumers in Thailand is 3,781,995.
Details related to people who our business will serve
Basically our business will serve only women in Thailand and our target
populations are high school and university students. The reasons why we selected
high school and university students:
• This group tends to have busy lifestyle.
• Although they are busy, they concern about their health.
• They are sophisticated and love socializing.
General Traits of customers Sporty Women
Consumer profile
• Gender: female
• Age: 18 - 25 years old
• Occupation: high school/ university students
• Lifestyle: active, sophisticated, and healthy
• Personality: lively, fun, friendly, flirty
Factors influencing consumers purchasing decision for GIRLZ are as
follows:
• Premium ingredients
• Vitamin supplement
• Packaging University Student
• Appropriate price
• Speeding up calorie burning
• High energy but low fat
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Operational Plan
In our initial stage, GIRLZ Beverage will rent out office space located at:
850/21 Ladkrabang Road, Khet Ladkrabang,
Khwaeng Ladkrabang, Bangkok 10520
The office space is rent and will accommodate the necessary office equipment such as computers, fax
machine, photocopy machine, and other office equipment. This facility will require an estimated
฿ 80,000 to renovate in a style that is aesthetically pleasing to the clients as well as the owners.
These facilities will be rent at ฿50,000 per month.
The office will be used as the head office of executive and management level composed of Chief
Executive Officer, Chief Financial Officer, marketing manager, HR manager,
Operational manager, as well as production manager.
Thai Atlas Company Limited
For the production process, GIRLZ Beverage hires the external factory called
Thai Atlas Company Limited located at:
37 Moo.1 WatRoman Petchkraseam Takham Sampran Nakhonpraton 73110
This factory will produce the quality energy drink under the direction of the
GIRLZ Beverage’s production manager.
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Marketing Strategies
1. Product Strategy
Our product marketing strategy will emphasize the benefits of consuming our products; including
refreshment, energy boost without jitters, calorie-burning, as well as skin revitalization. Since women
are extremely active but have low energy and stamina to work the day off, we intend to sell the
opportunity to regain energy instantly and enjoy oneself amongst friends, family, and colleagues.
Product description
GIRLZ is Thailand’s first and only energy drink that specially formulated for women. This litchi-flavored
energy drink has the great light taste that helps women revitalize their body condition without having
any side effects. GIRLZ stand outs from other energy drinks since it contains natural ingredients,
vitamins, minerals, and antioxidants, with low amount of caffeine. What’s more, GIRLZ is sweetened
with sucralose. That means it is sugar-free, carbohydrate-free, and most importantly calorie-free.
Therefore, it delivers the nutrition that women with active lifestyles need, whether for doing extra work
in the office or spending time during a late night to study for an exam.
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The following are the active ingredients of GIRLZ:
Ingredients Benefit
Ginseng • Revitalizing and aiding recovery from weakness after illness
L-Carnitine • Turning fats into energy
Taurine • Preventing oxidative stress induced by exercise
Caffeine • Increasing alertness and wakefulness
• Providing faster and clearer flow of thought
Guarana • Increasing focus
• Body fat-burning
Inositol • Reducing cholesterol in the blood
For further product differentiation, GIRLZ includes the top three supplements that the survey
respondents prefer in energy drink to ensure consumer satisfaction.
Respondents prefer energy drink that contains...
L-carnitine
Vitamin E 5%
8%
Vitamin A Vitamin C
8% 22%
Conenzyme Q10
8%
Collagen
Calcium 21%
11%
Vitamin B
Complex
17%
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1. Vitamin C
GIRLZ provides 75 milligrams of Vitamin C which is the recommended daily intake for women. Vitamin C
is a strong antioxidant that increases the synthesis of collagen and helps reduce skin damage caused by
free radicals.
2. Collagen
Collagen ingested orally can be beneficial to the skin, and help improve appearance of hair and nail.
Seeing that women concerns about skin and beauty, GIRLZ contains 1,000 milligrams of Collagen.
3. Vitamin B Complex
Vitamin B Complex is required for the proper functioning of almost every process in the body.
Therefore, GIRLZ provides Thiamin (Vitamin B1) 1.5 mg, Riboflavin (Vitamin B2) 1.7 mg, Niacin (Vitamin
B3) 20 mg, Vitamin B6 5 mg, Vitamin B12 15 μg, Pantothenic Acid (Vitamin B5) 10 mg.
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Nutrition Facts
Serving Size 100 mL
Servings Per Container 1
Amount Per Serving
Calories 0 Calories from
Fat 0
% Daily Value*
Total Fat 0g 0%
Sodium 95mg 4%
Total Carbohydrate 0g 0%
Sugar 0g
Protein 0g
Vitamin C 130% Thiamin 100%
Riboflavin 100% Niacin 100%
Vitamin B6 250% Vitamin B12
250%
Pantothenic 230%
*Percent Daily Values are based on a 2,000 calorie
diet.
Not a significant source for calories from fat,
saturated fat, trans fat, cholesterol, dietary
fiber, Vitamin A, calcium, iron.
Also Contains (per 100 mL)
Collagen 1000 mg 
Taurine 800 mg 
Ginseng 200 mg 
L-Carnitine 200 mg 
Inositol 100 mg 
Caffeine 80 mg 
 Percent Daily Values have not been established.
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Product Design
Packaging Design aims to catch the attention of customers. For this purpose, GIRLZ package designs
cannot simply inform the customers, but also provoke feelings and communicate emotions.
Design Brief
Logo: Hot Pink and black effectively convey the appealing image of GIRLZ and its customers like no
other. With the duo colors combined, the match represents a strong, lively and fun image of the product
and its users. Along with the speedy-stroke of the font, presenting the energy rush quality of the
product.
LOGO 1 LOGO 2
Color: Pink is the sweet side of red and likely to be the most favorite color of all women. GIRLZ use Hot
Pink to attract vigorous women as well as to represent the boost that does not give you a “crash.” Black
color on the bottle indicates the appealing personality of GIRLZ customers; fun, friendly, and flirty.
Graphics: The black and white curving vector symbolizes the soft and lightly sweetness of GIRLZ. Also it
represents the curves of women’s body signifying the fitness benefits that our customers would receive
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from drinking GIRLZ. The font shows swiftness, playfulness and liveliness that justify the image of our
customers as well as GIRLZ’s quality.
Size: GIRLZ energy drink is contained in a well-proportionate container, slightly smaller than traditional
energy. The amount is sufficient and enough for a woman’s body.
Bottle: GIRLZ uses amber brown glass to restore the effectiveness of our revitalizer.
FRONT BACK
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2. Pricing Strategy
Price of Energy Drinks in Thailand
Brand Amount per Bottle Price Price per 100 mL
(mL)
Red Bull 150 10 15
M-150 150 10 15
Ready 150 15 10
Lipo 100 12 12
GIRLZ 100 19 19
Observed at 7-Eleven on November 3, 2010
Pricing Strategies
Price High Medium Low
Product Quality
High Premium High-value Super-value
Medium Overcharging Medium Good-value
Low Rip-off False economy Economy
Pricing strategies employed by energy drinks in Thailand
Quality of the product
High GIRLZ Ready
Medium
Low Lipo M-150 RedBull
High Medium Low Price
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GIRLZ Pricing Strategy
The survey results reveal that pricing does not have the effect on consuming decisions of energy drink
customers. Thirty-eight point six percent of the respondents see their favorite energy drink brand
superior to others due to the flavor; where as 28.1% of them value the quality of the product. Since,
GIRLZ is unique and of very high quality energy drink, the company will be able to employ the premium
pricing strategy.
In what way does your favorite brand appear
to be superior to other brands of the same
category?
Type of packaging
Long-lasting Energy
Instant Energy Rush
Flavor
Brand
Advertisemnt
Nutrition Value
0 5 10 15 20 25
Premium pricing or prestige pricing is the strategy of consistently pricing at, or near, the high end of the
possible price range to reflect the exclusiveness of the product. Buyers of such products usually view
them as luxuries and have little or no price sensitivity. The advantages of applying this strategy include:
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1. The consumers of GIRLZ will see the high price as an indication of good quality.
2. The premium price charged for the uniqueness and quality of GIRLZ allows the company to generate
large profit margins on each item sold.
3. The premium price will also display GIRLZ’s commitment to quality, and the customers will think of
GIRLZ when they desire such exclusive superiority.
In conclusion, GIRLZ will be charged at 19 baht per 100 mL bottle. This is the price for the opportunity to
regain energy instantly without having side effects but receiving a natural look and feel that the
consumers cannot get from the other energy drinks. Moreover, 19 baht is the reasonable price for
sugar-free, carbohydrate-free, and calorie-free energy drink that can burn calorie and revitalize the skin.
In the future, GIRLZ aspires to change the pricing strategy into skim pricing strategy; reducing the price
when any direct competitors enter the market. However, GIRLZ will continue maintaining and improving
the quality as well as the reputation of the first women energy drink in Thailand.
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3. Distribution strategy
Since GIRLZ is the new product to the market. The company plans to use intensive distribution
the product: selling the products through as many outlets as possible, so the consumers encounter the
product virtually everywhere the; including, supermarkets, drug stores, and gas stations. However,
GIRLZ will be distributed throughout Thailand to serve active lifestyle both in the city and other areas. In
addition, the company utilizes indirect distribution method to allocate GIRLZ by the use of an
intermediary.
GIRLZ Manufacturer
GIRLZ Distribution Channel
Wholesealer
Retailer
Consumer
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4. Promotional Strategies
Advertising
Since GIRLZ is a newly developed brand generally at the beginning phrase of the market, our
main aim on is to start extensive advertising of our products, in addition to our brand name. This is
so as to generate maximum awareness and knowledge of the general public, and attract the target
customer the hopefully gain adequate and sufficient market share.
To new brand like GIRLZ, customers’ exposure to advertising is key. One way to amplify
communication impact to the public is to advertise GIRLZ television commercials through free TV
channels. However, since GIRLZ is targeting at a niche market, we saw that it is vital to air the
commercials on overplay female oriented channel and programs.
Other than television commercials, we also intend to advertise our brand and product
outdoor, especially on transit advertising. To match
Advertising on BTS
our target busy dynamic lifestyles with the
advertising execution, advertising on the BTS, MRT,
and bus stops is considered potentially effective.
Moreover, targets in schools and colleges would
be exposed to print advertising, including posters and billboards of GIRLZ around the campus.
Apart from that, magazine ads are effective in reaching the target of the particular
demographics. GIRLZ ads will be placed on women’s magazines such as Elle, Cleo, and Di-Chan.
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These magazines particularly a very specific readership based on factors including interests, age,
and female gender. By leveraging readership demographics, it is directly ensure that the message is
being seen by the right audience. In addition to raising awareness; magazine ads educate readers
about the product, create interest, and eventually enhance purchase.
Another cost effective strategy to advertise our product is through online advertising. GIRLZ
official site should be established as well as a fan page on social networking sites such as facebook
and twitter, in which provide a space for potential and interested customers to do their research,
receive news, and exchange
GIRLZ FACEBOOK PAGE
opinions. With advanced technology
and targets’ computer and Internet
literacy, customers can be exposed
to promotional information of GIRLS
online, develop interest, undergo
search process, which increase
traffic to the main site and in turn increase purchase.
Events
Events are becoming increasingly essential as in order for a brand to gain acknowledgements.
GIRLZ aspires to participate in tradeshows inviting key prospects and customers with intriguing
incentives. Not only this will increase awareness of the product, but if the product were to gain
recognition, the organization or the brand GIRLZ will be able to take advantage of this in all its
promotional campaigns, adding force to its reputation and image. Certainly, this would increase
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confidence and pride in our staff. Communicating such achievements often gives customers a
feeling that they can rely on the product, and this builds strong customer loyalty.
Other than tradeshows, GIRLZ also has a mission is to raise awareness and funds for Breast
Cancer and Ovarian Cancer research and prevention through organizing special events, while
supplying networking opportunities for those in need to learn more about these deadly cancers and
get help through our partners.
GIRLZ CANCER CHARITY
GIRLZ also is advocating for inspirational design, and fashion, which are industries most women
are interested in. GIRLZ aims to organize annual benefit fashion runway shows, which are regarded
for its excellence in design and presentation. The runway show will feature university students in
Thailand as designers, models, dancers, photographers, event planners and leaders, and gives back
to a local charity. Expecting an audience of many students, staff and Thailand entertainment and
fashion industry professionals, the runway show will consistently be well-received and highlighted
in the media.
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Public Relations
The need for public relations in today’s business is growing at a fast pace. Plus, recognizing that
GIRLZ is relatively new to the market, there will be a need to organize an event, to introduce the
brand to the market. We intend to place news stories and features in magazines and newspapers to
keep stakeholders updated on the latest information and to increase awareness among target
customers. Potential customers, related senior officials, and other stakeholders will be invited to
the events so as to penetrate the market. Most importantly, the press and the media should be
informed about any events in advanced through press releases. This is in hope for the media to
disseminate favorable information to the public
Conference
GIRLZ Press
especially to the target customers. Favorable
information publicized by the press and the
media, would generally leverage the product, as
well as the brand’s image.
With our plans to organize events, including tradeshows, fund raisings, and fashion shows,
public relations is needed in order to assist in the recognition and appreciation of our company in
the surrounding community especially. GIRLZ’s efforts on community service will demonstrate that
the company has its community at heart, contributing towards the establishment of a good and
reputable image.
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Personal Selling and Sales promotion
GIRLZ intends to use personal selling combined with
sales promotion to obtain a relatively high degree of brand
GIRLZ KIOSK
attention as well as to promote an increase in sales. GIRLZ
will use 50 Kiosks to provide tasting of our energy drink at
sampling points in major supermarkets around Thailand.
The salespersons at the sampling points will find the
potential customers, provide the information about the
benefits of the product, demonstrate GIRLZ cocktail recipes, answer the questions, and try to close
the sale. We believe that this strategy will not only boost the sale and the awareness of the product
but also enhance the long-term relationship among the company and customers.
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Proposal Budget
Start-up Cost estimates
Units Rate (฿) Total Cost
Physical facilities
1. Office/rental fee 1 50,000 50,000
Lad Krabang
2. Water and Electricity
Water 240 10 1,200
Electricity 5,000 3 15,000
3. Office renovation 1 80,000 80,000
Office Decoration
1. Furniture
Tables 35 1,650 57,750
Chairs 35 890 31,150
Sofas 4 8,000 32,000
Reception counters 1 12,000 12,000
File cabinets 10 5,500 55,000
File cabinets 10 3,500 35,000
2. Decoration
Paintings 8 350 2,800
Trees 12 120 1,440
3. Others
Bins 8 180 1,440
Fire extinguishers 4 8,500 34,000
Machines and Technology
Computers 20 18,000 360,000
Printers 8 4,000 32,000
Digital cameras 1 21,000 21,000
Scanners 2 4,500 9,000
Digital copiers 2 30,000 60,000
Telephones 10 800 8,000
Projectors 2 15,000 30,000
Faxs 4 6,000 24,000
Internet 4 5,000 20,000
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Office Supplies
A4 paper 10 530 5,300
Folders 50 50 2,500
Fax papers 4 80 320
Writing Instruments
Pens (50 per pack) 2 159 318
Pencil (50 per pack) 2 120 240
Employee
Salary
1.Management Team 1 80,000 80,000
Chief Executive Officer 1 80,000 80,000
Chief Financial Officer 1 80,000 80,000
Marketing Manager 1 30,000 30,000
Production Manager 1 30,000 30,000
Operational Manager 1 30,000 30,000
HR Manager 1 30,000 30,000
2. Office Staff
Clark Typist 6 3,000 18,000
Accountant 2 8,000 16,000
Peon 4 2,000 8,000
Field staff 12 5,000 60,000
Office maid 2 2,500 5,000
TOTAL START-UP COST 1,448,458
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Production Cost
Units Rate (฿) Total Cost
Production
Hire Thai Atlas Company Limited
Energy drink 600,000 2 1,200,000
Bottle 600,000 2 1,200,000
TOTAL PRODUCTION COST 2,400,000
Annual Production Plan
Month 10
Month 11
Month 12
Month 1
Month 2
Month 3
Month 4
Month 5
Month 6
Month 7
Month 8
Month 9
Rate
Units (฿) Total Cost
600,000 4 2,400,000
TOTAL ANNUALPRODUCTION COST 9,600,000.00
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Monthly Maintenance Cost extimates without Production Cost
Units Rate (฿) Total Cost
Physical facilities
1. Office/rental fee 1 50,000 50,000
Lad Krabang
2. Water and Electricity
Water 240 10 1,200
Electricity 5,000 3 15,000
Employee
Salary
1.Management Team 1 80,000 80,000
Chief Executive Officer 1 80,000 80,000
Chief Financial Officer 1 80,000 80,000
Marketing Manager 1 30,000 30,000
Production Manager 1 30,000 30,000
Operational Manager 1 30,000 30,000
HR Manager 1 30,000 30,000
2. Office Staff
Clark Typist 6 3,000 18,000
Accountant 2 8,000 16,000
Peon 4 2,000 8,000
Field staff 12 5,000 60,000
Office maid 2 2,500 5,000
Office Supplies
A4 paper 10 530 5,300
Folder 50 50 2,500
Fax paper 4 80 320
Writing Instruments
Pens (50 per pack) 2 159 318
Pencil (50 per pack) 2 120 240
Distribution Cost 50,000
Monthly promotional campaign budget 200,000
TOTAL MONTHLY MAINTANANCE COST 791,878
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Overall Promotional Campaign Cost estimates
Units Rate (฿) Total Cost
Advertising
1. TVC : 30-second TV spots
Women to Women
Show Ch.3 4 75,000 300,000
See San Ban Tuang
Ch.3 4 165,000 660,000
Prime Time Ch.7 4 195,000 780,000
2.Print Ad. (per month)
CLEO Magazine 1 7,500 7,500
ELLE Magazine 1 8,500 8,500
Dichan Magazine 1 5,000 5,000
Poster A3 1,000 12 12,000
Flyers Half-A4 2,000 2 4,000
Billboard near 10
universities 10 30,000 300,000
3. Transit advertising
BTS (1.5 x 2 m
Billboard) 10 8,000 80,000
MRT (1.5 x 2 m
Billboard) 10 6,000 60,000
Bus stop 10 spots
around BKK 10 5,000 50,000
4. Online advertising (per
year) 3 950 2,850
Event
1. GIRLZ Grand Opening 1 150,000 150,000
2. GIRLZ Breast and Ovarian
Cancer Event 1 250,000 250,000
3. GIRLZ Fashion Show 1 80,000 80,000
Sales Promotion
1. Kiosks 0
2 x 2 m decorated
kiosk 50 15,000 750,000
Trade
Promotion
1. Personal selling company 1 327,000 327,000
2. Macro 1 100,800 100,800
3. Tops Supermarket 1 241,200 241,200
TOTAL PROMOTIONAL COST 4,168,850
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Projected Revenue
First Month we produce 600,000 Bottles
The cost per bottle 4 THB
TOTAL PRODUCTION COST 2,400,000 THB
We plan to sell 1 Bottle
at 19 THB
If we can sell all 600,000 Bottles
We will earn 11,400,000 THB
We plan to sell 600,000 Bottles
Within 3 Months
The start-up cost + Production Cost 3,848,458 THB
2-month maintenance costs with out new production 1,583,756 THB
TOTAL 3-MONTH COSTS 5,432,214 THB
PROJECTED REVENUE 11,400,000
-
PROJECTED COST 5,432,214
PROJECTED PROFIT 5,967,786 THB
* We will produce our products every 3 months
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CONCLUSION
Although the inspiration of energy drinks for women in Thailand is still considered novel subject,
there is obvious inclination toward healthy consumption in Thailand, this is especially true to women
consumers who are becoming extra conscious about what they eat and drink. Along with the fact that
energy drinks in Thailand are generally made for as well as targeted at men customers, GIRLZ attempts
to lessen the gap in the market by prompting as the first healthy energy drink specially made for
women.
With such opportunity in the market, the best investment prospect will be awarded to
companies that have the innovation and creativity to meet the demands of their target customers,
whose purchasing and adopting behaviors are driven by economic conditions, demographics trends, and
pricing. In this case, GIRLS does just as mentioned, by offering Thai women the first and only litchi-
flavored energy drink energy drink specially formulated for women to revitalizes their body without any
side effects.
As presented throughout our proposal, with summation and prediction obtained from real facts,
statistics, and numbers, it is perceivable that GIRLZ energy drink for women business in Thailand will be
a promising venture.
Based on the extensive primary and secondary researches conducted, the company has come to
a conclusion that the energy drink industry in Thailand, although highly competitive in among men
customers market and may tough to break through the clutter, it is expectedly lucrative for companies
with daring inspirations and inventive product ideas to invest in. Hence, with our creative spin to a
longstanding industry, the company’s management is confident that GIRLZ can achieve its aggressive
income forecasts, generating up to 5.9 million baht per month by the third month of our production,
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and thus, obtaining a return on the capital investments within less than three months by achieving the
primary goal of selling the total of 600,000 bottle within the timeframe.
In addition, GIRLZ’s management team are also looking forward to expand our production level
to keep up with the promising increasing demand, for we are convinced that we have the potential to
become the first successful women energy drink in Thailand. In other words, due to the company’s
aggressive marketing tactic, premium pricing strategy, unique and fresh brand positioning, continuous
and thoughtful product quality development, GIRLS has the potential to provide lucrative returns to
potential investors.
Hence, for the company to secure initial capital, it would require no more than two million baht
of financing, which would be used to fund our start-up costs, to further develop the business, its
infrastructure, operating systems and product manufacturing systems. Providing that the company is
able to acquire its funding requirements, GIRLZ should be able to achieve immense accomplishment for
many years to come.
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