Plan for releasing a sugarcane juice

This report talks about the marketing plan for releasing a sugarcane Juice named "Freezy". The product has been made by the Freshwater. In the beginning of the report we have explained the objective and eye-sight of the Sugarcane juice and then we've further completed our activities to achieve our goals and goals. It will be introduced on the market with the help of various promotional displays, advertisement and circulation of free samples to everyone and financial institution. This survey examines that product is at first launching entirely Pakistan local market. The study included both most important and extra research. We've conducted SWOT evaluation of the business to see the company's advantages, weaknesses, opportunities and hazards. Then we've described the purposes, benefits and objectives in our product.

Then we've made marketing strategies for our product. We've divided market into different segments and decided to aim for the male, feminine, youngster mature and later years person. We've also paid special attention to the packaging, color and price of the merchandise. We have made a decision to place the merchandise in all the marketplaces of Pakistan. We will promote our product through electronic digital media, print press, cable television, and outdoor options. We shall also conduct market study in future to know the thoughts and opinions of open public about our product and developed our product appropriately to your customers changing needs and requirements.

Description of the business - "Freezy" is the brand of new juice launched by "Freshwater" in Pakistan. " Freshwater" is founded in 2010 2010 with the starting of their first product named as "Freezy". High capital investment funds get excited about new business. We have started out this business to produce new products also to monopolize the market through our products. Our focus on products in which we are specialised are juices. So we will produce new and new kind of juices in different tastes which already doesn't can be found on the market.

After observing the high consumption of sugar cane juices at the roadside sellers of non-purified sugars cane drink, we realized the necessity for sweets cane juice because for long time frame there was no entry in the market as sweets cane juice by means of disposable bottle packaging.

We are introducing our product throughout the Pakistan except some cool climate areas.

Mission Assertion - To recharge the folks of all ages with this product. You want to be at the top in the field of juices and breweries.

Vision - To progress as one of the best Maker of quality sugarcane which is naturally, grown extract juice scientifically and, provide totally natural healthy and hygienic DESI refreshment on the globe and continue to retain the position.

Product - Our product is actually a sugarcane drink in a bottle pack. The merchandise will be enjoying a monopoly on the market as there is absolutely no existing sugarcane drink in the form of disposable bottle in the market but if we see as overall market than there is absolutely no monopoly for this drink because this juice is been sold on the roadsides by crushing the glucose cans with machines in the glass. Sugar cane juice is a healthy alternative to sophisticated sugars. While both sweeteners are produced from sugars cane, evaporated cane drink does not undertake the same degree of processing that enhanced sugar will. Therefore, unlike processed sugar, it retains more of the nutrition found in glucose cane. Sugars cane drink is a highly refreshing drink. It includes about 15 % natural sugar and is rich in organic salts and supplements. Fresh sugar cane juice does not have any preservatives, however its inclination to turn dark-colored from oxidation immediately after pressing is high, in like manner secure from oxidation we ought to load up in air tight disposable bottle presentation.

Current Situation - Market Analysis

Market Description:

Demographic and Geographic segmentation:

Age: 3+ Years

Gender: Both male and female.

Income: All social classes except lower lower.

Geographic: Our company is targeting all of the Pakistan except some of the north areas in Pakistan

Market Needs - In warmer summer months folks of all ages take carbonated drinks and juices to lessen their thirst. So Sugarcane juice in disposable bottle load up is highly demanded by customers since it reduces the thirst and it is helpful for healthy life since it is hygienic and 100 % pure. So when it's highly available at affordable price at all over the place customers use Sugarcane juice than soft drinks because it has no side effects and it is safe.

Total society - As our current focus on is the whole country Pakistan other than some north areas so total people will be almost 100+ million people.

Potential market - As though we have a look at the marketplace of Pakistan large numbers of individuals are enthusiastic about consuming liquid products as their daily utilization products like juices. The sugars cane juice is available on the roadsides nonetheless they aren't much purified which is block between the drink and the top class customers which can be basically dedicated to quality specially. Therefore the probability of marketing Sugarcane drink to potential customer as upper category or quality devoted customer will be high. If we look overall our possible client are almost all of the people in the country from lower middle income to upper middle class except the north areas because people are not much requiring the frosty beverages there.

Market segmentation & Selecting Target Market:

According to market segmentation our marketplace are the people of almost all the classes beginning with lower top to upper course. As in line with the demographics people use to drink the sugarcane drink in the summer season. As the product is specially for summer season because it only style well in hot environment. And consuming it in winter doesn't suits the mind of folks because people tend to take in hot products like espresso and tea. Our less target areas are the north areas because throughout the year those areas are having wintry climates. Our

Target Market based on demographics Includes:

Individuals with age group 3 years and above

Individuals across all income groups

Working and non working individuals


Institutions and offices

Restaurants and hotels

Psychographic Segmentation:

According to psychographic segmentation we targeted individuals who are:

Health mindful customers

Customers who've preference towards Nature and natural products

Quality mindful customers

Customers who have diverse likes and

Seek variety

Non users and potential users


Our competitors are the roadside vendors of sugar cane juice. But the alternative products are another big competitive make impacting on our product in the market. Substitute competitors include Manufacturers and suppliers of:

Branded and unbranded fruit drinks.

Fruit based dairy drinks.

Natural mineral water.

Fruit shakes.

These alternative products are totally different in characteristics from the sugar cane juice but nonetheless it's a substitute because these are also frigid juices.

There are some factors which are different allot between our juice and roadside juice seller's juice who are the primary competition of FREEZY Juice:

We are different from roadside vendors because

Our juice is a purified and quality assured product.

We offer juice in a covered bottle packing where as roadside retailers are delivering the merchandise in the spectacles.

We have quality criteria and can change customers from the street to our wall plug through effective marketing strategies.

Due to lack of packing roadside sellers are not common just about everywhere. Whereas our product comes in every standard store in almost all the target cites in Pakistan.

Market trends:

In target market there is style of carbonated drinks and juices. People use juices to have a fit life and also to serve their guests as well. Because juices are hygienic and nutritious and have a good tastes then soft drinks. In warmer summer months its consumption is way more the availability should be increased to meet up with the demand of customers.

Summary of Situation Examination:

SWOT Research:



First opportunity that we enjoy is that we are playing a monopoly in the means of sugar cane drink by means of packaging in Pakistan.

As for first company of glucose cane juice in bottle packing in Pakistan we can make our customer dedicated to your product in the means of brand, quality, price etc. by making effective marketing strategies.

Weaknesses :

As the drink is fresh no artificial flavors are used in the development of the juice. So juice has not resilient life.

The life of drink is 15 days which creates barriers for not buying juices in mass for home use.



As for new product in the market we can make huge number of income from the marketplace.

We can introduce flavored sugarcane juices. E. g. , mint and ginger taste etc This in results can increase the sales to earn much more profits to the business.

We can export our product to foreign country in order to earn more profit.


Due to progress in inflation rate in Pakistan the intermediary goods are getting expensive which business lead to an increase in price in future and upsurge in price brings about a loss of customer from the most lower class of our target market and price mindful customers as well, and could influence sales by turning to swap and competitive goods.

Our product is especially for summers so there is certainly low range of sales in winter weather. So high marketing costs must increase sales in winter weather.

There are no many entrance barriers so a huge amounts of local juices type in juices market.

Marketing Strategies:


Core gain - Core benefit means the assistance and benefits the client is really buying.

Our customer fulfills its need of thrust and refreshment by purchasing our "freezy" juice. Juice as being a pure sugarcane drink without any man-made tastes is also a center benefit for our product

Augmented product - Products which include deign, features and product packaging that go beyond consumer objectives and differentiate the product from challengers.

Our juice tastes and taste is based on the customer prospects because we provide

100% pure juice.

We have no compromise with quality

Following things include in the deal of product:

Design - The design of sugarcane juice that it will be in attractive and stylish disposable bottle pack in following size:




Features - The features of our product are:

Use full for healthy life

Good in taste

Help to break down food

Everyday Energy

Available in various flavours in future.


Our product will maintain disposable bottle presentation which is air tight covered so the juice could survive for a few period of time. The design of your packing is attractive and eye finding.


The price of the merchandise can also affect the buying tendencies of the consumers because in Pakistan there are different degree of classes based on the income difference so price is the main one of the important factor, some of the buyer can afford the purchase price while others can't, so we should set the price of the merchandise that is afforded by all the social classes of the spot. So we use penetration costing strategy. If we look at the middle middle till lower lower class in Pakistan all of the people are highly price conscious.

Price Framework (Consumer price):

250ml - Rs. 20

500 ml - Rs. 35

1000ml - Rs. 60


The place of the distribution and availability of the product also impact the buying behavior because if the merchandise is reach of the buyer he will prefer it and if it's hard to find the product in the market he'll never buy that product. So we have effective distribution strategies by making distributors in every city and provided them with variety of facilities like order bookers and sales folks and a supervisor. And we allow our vendors to supply product to both wholesalers and merchants. As a result of this our product will be available at more shops and our sales increase.

Distribution Channel:





Promotional Strategies:

The promotion of the merchandise i. e. the advertising campaign, sales advertising and other promotional tools can transform the buying patterns because some of the individuals highly inspired by the advertisements of the merchandise. We have made a decision to use integrated marketing communication in which you will see blend of different marketing promotional tools that will communicate clear and regular message of our product to the clients.

These Promotional tools which receive below:


Newspaper has the widest readership and flow among our targeted market; these would carry almost all of the advertising for the publication press. Also, the print out advertisements will be printed in other much read newspapers like be designed, i. e. 1 / 2 page and one fourth page.


Tele advertisements will be aired on sports stations and news channels as the audience ship

Of these channels is highly common amongst the targeted market.


Billboards will be placed at busy roads in big towns. Billboards will be our most long term and resilient form of advertisements.

Promotional Vans and Activities:

Promotional vans would be deployed on public places which would send out sugar cane juice for free offering the message of being an instantaneous energy drink. This plan of free sampling would keep going for 90 days at least in order to make people alert to the benefits and the capabilities. Also all the delivery vans distributor have will be paper by the advertising campaign of Freezy drink.

Promotional Activities includes the screen of juice in the retail retailers by paying retailers or providing discount on the drink. And deploying stalls outside or inside the shop to bring in the merchandise to the clients who came up to the retail shop for purchasing and create consciousness in them for the purchase of Freezy Glucose cane juice.

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