Marketing Plan

A marketing plan will help you answer important

questions about your business and as a reference
point to help you about your marketing strategy.it
will also help you create product and services your
customer wants to buy.

What To Include In A Marketing Plan

Your marketing plan should show that you’ll
carefully consider how to produce a product or
provide a service that is innovative, unique, and
marketable.the contents of the plan should include:

 A background analysis- indentify and

describe your marketplace and customers .it
may include a SWOT(strengths, weaknesses,
opportunities ,threats) analysis and should help
your business’s capabilities in its market.
 Marketing objectives- set achievable goals
by using the SMART acronym: specific,
measureable, achievable , realistic and timely.
 Marketing tactics- outline the methods
you’’ll use to achieve your goals. your tactics
should focus on the seven factors that address
the needs and wants of your customers:
product, price, place, promotion, people,
process and physical environment.
 Action plans and budget- the action
plan contains what you need to do to
implement your plan.
 Evaluation- formal methods of evaluation
and monitoring help evaluate effectiveness of
your marketing plan and return on investment.
for example, review your sales against your
forecasts or record how many leads are
generated from an event.
 A summary- key components of yyour
marketing plan that can be used as aquick
reference to keep your goal on tracks.
 Marketing plan in new product

Executive summary
We want market Green coconut water. we have
prepare this feasibility plan on that basis we have
assigned a name for the product ‘’COCO’’ .Since the
raw materials are available in our country. we have
decide to give the product an indigenous image
’COCO’’ is a kind of soft drink that provides the
consumers with processed green coconut water
in bottles.for the marketing purpose of the
product we have decide to launce three product
lines .The COCO would be launched in the
market at 250ml, 500ml, 1 Litre bottle.
New product
 Product description
 1 Product portrayal
COCO is a product that serve different
segments of customer .the product is green
coco which is unique in the current market.
The green coconut water will be processed
and sold in glass bottle of convenient sizes
of 250ml, 500ml, and 1 litre.The green
coconut water will be very much refreshing
and provide great support to the sick and
healthy conscious people.
Our target market is very large with
different segments .our expected sales are
very high . The development cost is tk.2.5
million approx.

1.2 product profile

Name of the product: COCO

Type of product :Green coconut water

Ingredients: Pure natural green coconut

water, sugar, mineral salts, vitamin c.
Container: Stylish glass bottle
Container size: 250ml, 500ml, 1 litre.
Product price: 250ml 15tk .
500ml 30tk.
1 Litre 60tk.
Estimated durability: 12 months from
date of manufactured.
Machinery used: Advanced technology
imported from USA, UK, and Netherlands,
Brand slogan: cool cool….Always
refreshing.
2. Market research and analysis
Our company wants to develop and
introduce a new product .so we have
gathered information through in-depth
interviews. we made a survey of the
market to have a clear idea about our
market, our customer demand, needs and
wants. This information helps us to know
about the current market and prospects
of our new product.
2.1 Market description
Bangladesh is a country of about 150
million people. The total market of the
soft drink industry is about 20 million and
day by day it is increasing. we have a
spread nationwide market of different
convenient product. people are nowadays
very much concerned about the market
and product conditions. so we have a
growing prospect of customers of
‘’coco’’ .among the population we worked
out few segments of customers who will
prepare our product most.

2.2 Market segmentation and targeting

Market segments
We have observed and analyzed the
market and based on nature of the
market we segmented the market in the
following sectors:
Geographic segmentation
 Sylhet
 Rajshahi
 Khulna and Barishal
 Chittagong
 Dhaka
Demographic segmentation
 Individuals
 Family
 Sportsman
 Middle class
Behavioral
 Sick people
 Health conscious
 Sophisticated who take the new
product from the market
Target market and projections
Analyzing all the segments we decide our
target market according to our product
category. the target consumers of ‘’coco’’
are sick people, health conscious people,
sports man and tourists. the company
decide to charge Tk 15 for 250ml, Tk 30
for 500ml, Tk 60 for 1 Litre bottles. if we
consider price versus taste received then
we can see that taste received is more in
value. therefore charging the mentioned
prices are justified. the following graph
gives a clear idea of our target market.

Target market
Health conscious-32%
Sick people-43%
Tourists-3%
General people-22%
We separate our target market into four
different segment based on their
geographic, psychographic, and
behavioral characteristics.
Market needs
‘’coco’’ wants to satisfy its consumers
need. that’s why it is important to identify
the market needs. our first consideration
is to provide the best product to its
consumers, that’s why we offer three
types of bottle with different prices for its
different segment of customers.
250ml- the lowest price for the rural mid
social class and individuals.
500ml- its target the sick people and
tourists.
1 litre- for a small family.
2.3.1 SWOT analysis
The product existence in the future is
depending on its strengths, weaknesses,
opportunities, and threats.
Strengths:
1.Available input materials .
2.Low production cost.
3.Technological and marketing
knowledge.
4.Strong distribution channel.
5.Easy manufacturing process.
6.Reasonable price.
Weaknesses :
It is easy to copy the idea of
others .
Taste differ from the natural
green coconut water.
Green coconut water cannot be
preserved for longer period
Opportunities:
1.Monopoly market .
2.Large market.
3.High demand.
4.Might have a chance to get
subsidies by govt .to expot.
Threats:
1. High competition in
future by coping the
idea.
2. Entrance the new
product .
3. Alternatives are
avoidable in some
segment .
Uncertainty of launching
a new product.
2.3.2.competitor
analysis:
The major soft drinks
and juice companies of
current market are:
 Pran groups.
 Starship.
 Uro cola.
 Rc cola.
 Coca cola.
 Pepsi.
 Acme.
 Denish.
 Foreign products
etc.
Promotional
strategis:
To acquire a strong
position in the
market ,we need to
special emphasis on
effective
promotional
activities.
3.2.1. Advertising:
We initially give
more emphasis on
paper ads and Tv
commercials.
because
,advertising
through this media
is the most
effective way to
reach the
customers and
product in their
mind .
Promotional tools:
We have also
planned to apply
some promotional
tools. initially for
sometimes we will
distribute our
product at 50%
discount just make
our new product
familiar with the
customers. this will
be the market
testing period of
our product .later
we may apply the
strategy of giving
gifts ,lucky
coupons, tour
tickets depending
on the market and
competitive
situations.
In the initial stage ,
we will distribute
the products with
our soul
distribution
channel. when our
market will spread
out ,we will
distribute our
products through
dealers. we will set
our own outlets in
few core market
positions. When we
will go for mass
marketing ,we will
supply our product
nationwide through
dealers. our dealers
will take the
products to every
district of the
country. ’’coco’’ will
be available in all
retail stores of the
country.
Services and
warranties:
As we are targeting
to the top most
customer
satisfaction and
building long term
customer
relationships ,there
is no alternative for
us rather than
providing top
quality service.
giving the customer
timely and instant
quality service is
our primary
concern. we even
planned to open
few customer
service centers
where will respose
to customers
interactions. we will
collect
information
,suggestions, ideas
and opinions of the
customers through
this centers and will
innovate and
modify our product
accordingly. we also
will change any defected product.
4.Manufacturing and operations:
4.1. Locations:
We will set our manufacturing and other working
areas in convenient locations to set up our
manufacturing goods to the marketing firms ,
warehouses, and inventories, in different core
business points of the country where it will be
easier to both collect raw materials and transport
the final goods to the market.
4.2: Human resource:
The board of directors will be responsible for the
recruiting activities. Recruiting will be done through
written tests followed by interviews.
4.3 Technological aspects:
To create and innovate new quality
products we need to use advanced
technology . we need high tech
machineries imported from the
foreign countries . not to mention,
skilled people to operate them. We
have already studied all the
technical aspects and prepare a list
of instruments and their costs. The
machinery will be collected when
required.