Marketing Proposal

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Marketing plan for Fruit juice home delivery service

Group Q2 Arpan Srivastava
Mukund Madhav Holani
Praveen Agrawal
Sarvesh Jayant Agnihotri
Zeba Siddiqui

Executive Summary

We are trying to develop a marketing plan for door to door fruit juice delivery service in the university town of Manipal. Our marketing plan involves setting up of proper packaging, distribution system and promotional activities. Through our plan, we can help a juice vendor to get daily sales of about Rs.35000-40000 in the short run and of Rs.500000 in the medium term. The town has a large population of students belonging to upper middle class who mostly live in hostels. They have high awareness about the benefits of juices and have high disposable incomes. The town is very small and thus providing a large and concentrated customer base. Our aim in the short run is to make fruit juice available to those who already have a high awareness of its benefits. In the long run, the aim of the marketing is to change people’s habit and make them drink fruit juices instead of other beverages. The aim of the marketing is to project the product in such a way so as to establish it as a product having a high freshness and high nutritional value. Thus, if adopted and implemented properly, our plan has a potential of generating Rs.30000-40000 of daily sales.

Contents
1.Executive Summary.....................................................................................2 2.Table of contents.…………………………………………………………..3 3.Summary of Current Market Situation………………………………….4 4.Focused Assessment of the market opportunity ……………………….5 5.Financial and Marketing Goals…………………………………………….7 6.Summary the company’s marketing strategy……………………………...10 7.Month to Month Marketing Budget……………………………………..12 8.Forecast Month to Month Unit sales and revenues……………………..14 9.Monitoring and evaluation action plans………………………………….15

Summary of Current Market Situation

Our chosen market for door to door fruit juice delivery service is the university town of Manipal. Talking about the current market situation, there is a high awareness for fruit juice but the problem is there is no door to door delivery service for juice. So, the only option available to someone who is willing to have a juice is to go to the nearest juice centre. In most of the cases, people generally suffice with other beverages which are easily available like soft drinks, hot drinks, etc. So, there is a huge market opportunity for someone who can develop a door to door fruit juice delivery service. To fill this gap, we are developing a marketing plan for door to door fresh fruit juice service. The juice market will be segmented as B2B and B2C. Primary focus of the company will be the students who live in hostels. In B2B, we are trying to develop our business with institutions rather than individuals. The direct competitors in case of fresh fruit juice (home delivery) are basically the packaged fruit juice products and juice vendors. Though in Manipal, no juice vendor gives a door to door service whereas packaged fruit juices have added preservatives which reduce the nutritional value of the juices. The distribution is a major hindrance due to perishable nature of fruit juice. Though indirect, but the major competition that the company will have to face would be from milk products and soft drinks. The reason being both of them are easily available and customers have high affinity to both the products. So based on all the above factors, the possible customers of the company are the students living in hostels, local population belonging to upper class and upper-middle class, bachelors, hospitals...
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