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MISSION & VISION
Establish Orange Kool juice as the local leading source of healthy
energy in the form of freshly juices with an uncompromising
commitment to making a difference through our values.
Explore all over the Pakistan from fresh juices, providing for all
their needs always with the assurance of outstanding quality .
•Become as the Best New Juice Shop in the Pakistan.
•Improving the customer satisfaction through the good quality of
•Turn in profits from the first year of operations.
•The creation of unique, innovative and healthy products that will
differentiate Orange Kool Juice from local juice shops.
Baham’s Company is about to step into the market with ready-to-serve fruit juice
market with its brand 'Orange Kool' -
We will first be investing to establish ourselves and our introductory product that is
‘Orange Kool’I n to the market and later invest to expand.We will later decide to
expand our product portfolio and add more natural fruit flavors., we have decided to
focus on fruits that can be marketed in Pakistan such as pineapple, mango and orange.
. The range of fruit drinks can be categorized as:
•fruit juice, a juice obtained by simple pressing of the fruit, with vitamin content
restored if lost during processing;
•fruit juice from concentrate, obtained by evaporating most of the water contained in
the initial juice and then replacing it during the bottling process;
•fruit nectar, a juice or a juice pulp to which water and varying amounts of sugar
(depending on the fruit involved) are added
A strategic business unit is a fully functional and distinct
unit of the business that develops their own strategic
vision and direction. Our product caprovi is on its full
demand which gives us good market share so we decide
that we make a segment of this product for give more
focus and improves the quality of our hit product . And
after the success of this product our consumer like our
product and our vision is that in future we launched
caprovi milk shake in different flavors.
The demand of our product Orange Kool juice is Full demand because Full
demand is a state in which the current level and timing of demand is equal
to the desired level and timing of demand. Or it is the ideal situation when
Demand = Supply. Because fruit juices especially orange juices are very
common in people it is good for health. It can be irregular demand also in
summer the use of juices especially orange juices is increases because it
refresh the people of all ages. Everyone likes orange juice. Our Orange Kool
is also had a latent demand because A state of latent demand exists when
a substantial number of people share a strong need for something which
does not exist in the form of an actual product and service. In that way in
market there are many orange juices but mostly are made from artificial
ingredient our Orange Kool is 100% pure orange juice. People like our juice
because it is healthy and 100% pure.
Our product orange kool belongs to question mark,Because of the emergence of different
healthy drinks and beverages in the global market, the market share of Orange Kool is being
threatened. Although these brands have already established in the marketplace,the company
still needs to have an effective marketing approach to increase the sale of these brands or
brands. Accordingly, question mark category means that the product has a low share of a
possible high growth market and may become a star product because of the positive response of
Because our product (Orange Kool) in now in initial level so we don’t have high market share at
this point. But we have market growth because of the expansion of our product (Orange Kool).
The next category that can be seen in the figure is the cash cows. Herein, our product is not
falling because of the same reason I have mention before that we are at initial level so we don’t
have high market share at that time but we have capacity to get high market growth in future.
We also does not fall in dog because we have tendency to growth in market we have low market
share now because we launched our product just before few months but soon we will increase
our market share.
•Variety seeking buying behavior:-
Our product comes under variety seeking buying behavior because our brand is
different from others,our juice is made up of pure oranges,there is no artificial flavors
and consumer switch to our brand for variety because they want something refreshing
•Complex buying behavior:-
Our product do not comes under complex buying behavior because it is not an
expensive product & it is a frequent purchase.
•Dissonance buying behavior:-
Kool orange do not comes under dissonance buying behavior because it is not a risky
•Habitual buying behavior:-
Our product do not comes under habitual buying behavior because there are
significant differences among different brands of juices.
•POLITICAL FACTORS The political environment of Pakistan affects the Bahum’s beverages, to some extent.
For instance, the political instability in Pakistan causes trade and import policies to change rapidly as the
government changes which causes many problems in the import of raw materials.
•ECONOMIC FACTORS The economic condition of Pakistan has not been stable for a long time but the recent
economic indicators suggest that the economy is growing and macroeconomic issues are getting sold but at
the same time there has not any marked increase in the consumer buying power (inflation). When the
recession occurs the price of bottles are dropped down to increase the sales and to achieve the targets of
the company. So overall economy of Pakistan directly affects the cost and price of the Bahum’s Company.
•DEMOGRAPHIC FACTOR: age, education and population can affect the company externally. So bahum’s
company will make its promotional strategies keeping in view the customer level.
•ENVIRONMENTAL FACTOR: Orange kool is more suitable for humid and hot weather. It is a source of
refreshment specially when a person is thirsty and due to hot weather, so in the densely populated area
orange kool’s demand is high but due to poor infrastructure company faces many challenges.
•Technology: Technology has the most dramatic effect on business as changes in this external environment
are often quickly felt by firm. Hence the company experiences growth in their business.
•Perishability of food and the need therefore for adequate stock turnover.
•Wastage and bad portioning control
•Staff shortages often coinciding with peaks of sales activity
•Absenteeism, illness, etc
Research and Development: The Research and development department keeps updated about the
advancements in technology. What sorts of new machinery is invented, what is lacking in our company, what
should be imported and from where. Product innovation is becoming more necessary for the organization
because of globalization people are becoming aware about the changes being taken place around them so in
order tackle the situation Bahum’s co is focusing on product innovation.
Organization and operations
These are a part of the operational and administrative procedures. This includes disorganized or inaccurate
record keeping. Interruptions to your supply chain and outdated or faulty IT systems are also factors you
should evaluate. If you do not overcome these, your customers might see you as unreliable. You can also
lose all your data.
The financial risks depend on the financial structure of your business. It is also dependent on your business
transactions and the financial systems
The first stage is likely to be that the buyer will be in need of a refreshing juice drink in order to satisfy
himself in this hot climate.so in this case our product Orange Kool along with our juice products will be
available to satisfy his needs or solve his problem
So the second stage is where the buyer will speak to his friends, relative, look around in stores, shops and
surf the Internet looking at alternatives, which represent stage two – or information search
As in our case the buyer will visit a local store and speak to the sales staff to help him complete stage three,
i.e. your evaluation of alternatives. The criteria set in buyer mind might be, taste, real fruits ,no preservatives
Stage four is the selection of product and it is when buyer goes and make his final decision and buy our
product from a local store.
Stage five involves your post-purchase evaluation whereby the buyer of our product develops positive,
negative or mediocre experience of the product. If it doesn’t satisfy his needs he takes action and more
importantly tells others of his problems. If he is pleased with the product, you will tell his friends and this will
influence stage two (their information search) when they decide to buy our juice brand.
MARKET SEGMENTATION,TARGETING & POSITIONING
We have segmented our market in to:
•Geographic segmentation(major & small cities of Pakistan)
•Psychographic segmentation(middle & upper class)
We have targeted :-
•Major cities of Pakistan(karachi,lahore,islamabad etc).
•Upper and middle class because they are more health
We have build our image in market that
there are many orange juices but mostly are
made from artificial ingredient our Orange
Kool is 100% pure orange juice and it is less
in price as compare to competitors so we
have this competitive advantage over our
Orange kool juice is not very well known in karachi. Most of the consumers don’t know
about how it tastes and what are the heath effects of this juice are.
In store sampling program: Sampling price strategy
Stories about orange kool New
health benefits and research findings; Development of new
orange kool website will include discussion board and interactive futures.
Television, Radio, newspapers and magazines will be use to advertise orange kool in
Karachi. Heath benefit of the orange kool will be the main focus of the advertisement.
Feedback from customers:
Conducting focus group to analyze the orange kool for future product development.
BRANDING DEVELOPMENT STRATEGY
•We have applied line extension strategy to our
•We have expanded our product line further in
to orange punch & orange pepper
Multibrands New Brands
•We have set our price on the cost of
production,other expenses and distribution
•The price of our juice is only 25 rupees which
is less than our competitors.
•Our product is pure tangible good.
•Large variety of flavors
•Attractive packaging and good quality
•Good distribution and availability of the product
•Differentiation from other available juice products
•It will be cost effective
•PepsiCo and Coca Cola launching their pulp juice variants leveraging on
their brand names
•Advertising is less as we are a new company
•Lesser market share in emerging economies
•Lesser public relation
•Lesser social media presence
•Increase advertising spending
•Improve customer managed relationship
•Learn from our mistakes and overcome them
•Improve market development
•Improve market targeting
•Smaller cities still prefer non-packaged from juice corners rather than
•In larger cities, Frooti and Mazaa Juice have captured significant market
•Word of mouth influence
•Dissonance-reducing buying behavior