Marketing Plan of
Pran Apple Milk Shake
1.0 Report Background
Marketing of any product is an art. In this current world marketing is stands with a very important role for launching a new product. Marketing a product is becoming very difficult and definitely so tuft. Because in launching a product, first of all the main problem is the competitors of that particular product. If the functions of marketing are right than the product can be marketed successfully. In the current world 85% of new product failed to build its image. Because definitely there is some mistakes happened in the marketing process. So it is so difficult to identify the fault of launching a new product. If any company wants to survive, it has to differentiate with its product. If anybody failed to create any different with their product, that product will go in the dust box. The product should have value than it is easy to create the position in the customer mind. Because when the customer and the product understand their relation the equity can built automatically. 1.1 Proposed Product
I have selected a new juice milk as the new product line of Pran Dairy. The product is Apple Milk Shake. This is totally new for the customer or for the people in our country. In the market we have many milk shake like, Mango milk shake, Chocolate Milk shake, and so one. But apple milk shake is a drink, which is produce and marketed in our country for the first time. I am trying to differentiate this product with the other and apple milk shake is the most new concept for the customer. It is a hypothetical feeling as that food. The mango juice, which is available in the market, is just only the flavor. There is no relation with the juice and the real mango. So I create my product as different as other. In my product I have a driver value which is the originality of the apple. Customer can get the original test and the flavor of the apple. Pran is a drink where customer can feel the originality and feel the nature. Pran can build the value proposition. 1.2 Category of the Product
Product type: Milk Shake
Name: Apple milk Shake
Color: Light Brown
Slogan: Close To Reality
Industry Size: 8 cores.
Target Group: kids, middle class, student young people( specially on students and kids)
Buyer Consideration: New product, Price, Brand name
Competitors: Milk Vita, Arong
Goal: We want to achieve 40% market share.
Strategy: Competitive price.
2.0 Company Background
Pran (born Pran Krishan Sikand on 12 February 1920) is a multiple Filmfare and BFJA award-winning Indian actor, who is one of the most popular villains of Hindi cinema.
“PRAN” is currently the most well known household name among the millions of people in Bangladesh and abroad also. Since its inception in 1980, PRAN Group has grown up in stature and became the largest fruit and vegetable processor in Bangladesh. It also has the distinction of achieving prestigious certificate like ISO 9001:2000, and being the largest exporter of processed agro products with compliance of HALAL & HACCP to more than 70 countries from Bangladesh. PRAN is the pioneer in Bangladesh to be involved in contract farming and procures raw material directly from the farmers and processes through state of the art machinery at our several factories into hygienically packed food and drinks products. The brand “PRAN” has established itself in every category of food and beverage industry and can boost a product range from Juices, Carbonated Drinks, Confectionery, Snacks, and Spices to even Dairy products. Today, our consumers not only value “PRAN” for its authentic refreshing juice drinks products , but also for its mouth watering quality confectionery products with high visual appeal and exciting texture. We intend to expand our presence to every corner of the world and strive...
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