B-58 F-12 Motijheel Govt.Colony

1. 1
Selecting segments
The segments selected for Surprise juice are:
 Undifferentiated
 Niche (concentrated)
Targeting
Company will target following customers:
 Kids
 Youngsters
 Youth
 Mature
Marketing Mix
Product Price
Place Promotion
Marketing
Mix

2. 2
Product Strategy
 Develop the long term relationship with the customers
 Give values to the customers to delighting them
 Do whatever it takes not to satisfy the customers but retain our customers
In order to accomplish this objective the company has established sales, marketing and
support terms
Brand name
The name which we have chosen for our product is Surprise.
Quality
High quality assurance would be our first priority. This would be ensured by:
 Implementing high quality standards
 Total quality management
 Acquisition of the high quality raw material
Design
‘Surprise’ is a sweet and slightly sour, refreshing juice with an eye catching Tetra pack.
Features
Here are some features of our product:
 Fresh original fruit juice
 Provides proteins and minerals
 Provides vitamins
 Beneficial for kidneys

3. 3
 Excellent in taste
 Give freshness
 Tetra pack protection packing
Packaging
Product units are packed in 6 layered Tetra Pak Brick Aseptic.
Pricing Strategy
Our pricing strategies for the product are for total cost which includes customs services and
other expenses. Pricing strategies usually changes as the product passes through its life cycle.
The price should be set at moderate level in order to attract a large number of buyers and to
gain large market share.
Amount in Bangladeshi Taka
The total per unit price for 250 ml packs that we will offer as follow:
Cost of fruits Tk.3
Electricity Tk.2
Factory overhead Tk.3
Miscellaneous Tk.2
Retailer margin Tk.2
Profit Tk.3
Total price Tk.15
The price is very much compatible and the offer is substantial enough to attract a large
percentage of market in very quick time.

4. 4
Promotional Strategy
Actually the promotion is a first step when we are launching a new product but we make its
strategies in last. We want to make a good product image in mind of customers, so that they
will buy only our product.
Main Source of Promotion
 Electronic media
i. TV
ii. FM radio
iii. Web site advertisement
 Print media
 Billboards
Criteria promotion
 Awareness
 Knowledge
 Liking
 Preference

5. 5
Distribution (Place) Strategy
Distributors Review
To assure the availability of its product. ‘Surprise’ juice has established effective network of
registered dealers. The main target of these juice is Dhaka.
The end consumers would then purchases ‘Surprise’ juice from retailer. Dealers are the most
reliable distributors in the region. They enjoy a flawless reputation combined with business
relations with numerous retailers even in the rural area of the Dhaka and near sides. This has
ensured that “Refresh” will be made available all over Dhaka.
CONSUMERSRETAILERDISTRIBUTORMANUFACTURER
PRAN Product Distribution Chart

6. 6
Implementation and Control
Action Programs
Surprise will be introduced in summer. Following are summaries of the action program we
will use during this summer session to achieve our stated objectives.
Step 1:
We will initiate 80,00,000 rupees trades sales promotion campaign to educate dealers and
generate excitement for the product lunch and provide sample crate to our selected product
reviews, opinion leaders and celebrities as part of our public relation strategy.
Step 2:
We will start integrate print/display/television campaign. The campaign will show how many
features the Refresh have for user to reenergize them.
Step 3:
As the juice advertisement continues, we will add consumer sale promotion by including them
to our messages. We will also support or retailer to increase our sales.
Step 4:
We plan to roll out a new advertisement having new views of customers through survey who
have used our drink which will help to promote our juice.

7. 7
Budgets
Sr. No Description Amount
1 Cost of land 250,00,000
2 Raw material 5,00,0000
3 Stationery 50,000
4 Office expenses 1,00,000
5 Furniture 5,00,000
6 Staff salaries 50,000
7 Freight inward charges 60,000
8 Repair and maintenance 150,000
9 Research and development 90,000
10 Technology 10,00,000
11 Marketing media expense 6,648,630
Total (BDT) 38,648,630
Marketing Organization
Surprise’s chief marketing officers, holds overall responsibility for all of the company’s
marketing activities. There are other subordinates with him to help the sales campaigns, trade
and consumer sales promotion, and public relation efforts.

8. 8
Controls
This is the main and last element of the marketing planning by using this we can check our
product standard by comparing it with our standards if there is any problem arrive in
marketing plan then it must be corrected.
Measuring
We can check our marketing condition through measuring in which different types of tasks
may be performed like:
Survey
In order to learn whether people would like to buy or use our product, we have decided to
conduct a market survey in future so that we can assure that people likes our product or not.
Comparing
In controlling process we compare our product with our standards.
Correcting
If any problem occurs then correcting process will take place in which we found that from
where the problem will arises.

9. 9
Conclusion
All organizations should look ahead, assess past and then bring change for not only there
benefit but to create Wining situations. Surprise will build profitable customer relationship by
providing them unique taste and good health at reasonable price. ‘Surprise’ will be produced
with number of important vitamins, proteins and minerals. We are going to give best flavor
which no one provides. Pran use good food items so in short they give customers value and
satisfactions to build a profitable customer relationship by letting them feel they care.

10. 10
Resources
1. The PRAN Company Official website:
http://pranfoods.net/who_we_are.php
2. PRAN-RFL Group Official website:
http://www.pranrflgroup.com
3. Wikipedia “PRAN-RFL Group”:
https://en.wikipedia.org/wiki/PRAN-RFL_Group