I Executive Summary Fruit Craze Apple juice This report explains marketing plan for launching apple juice

named Fruit Craze. This product has been made by Walkers Production. In the very beginning of the report we have explained the mission and vision of the Apple juice and then we have further carried out our activities to achieve our goals and objectives. It will be introduced in the market with the help of various promotional displays, advertisement and distribution of free samples to the general public. We have conducted SWOT analysis of the product to see its strength, weakness, opportunities and threats. Then we have explained the purposes, benefits and objectives of our product. Then we have made marketing strategies for our product. We divided our target market into two the primary and secondary target market. We also paid special attention to the packaging, color and price of the product. We have decided to place the product in all the markets in Metro Manila. We will promote our product through free tasting, print media and advertisement. We also plan to conduct market survey in the future to know the opinion of the public about our product and developed our product accordingly to our customers changing needs and demands. Mission statement: To refresh the people of all ages with our product. We want to be at the top in the field of juices and breweries. Vision: To evolve as one of the best producers of quality juices, totally natural healthy refreshment. II SWOT Analysis STRENGTHS 1. Fresh 2. Energetic 3. High on minerals 4. Attractive packaging 5. Reasonable price 6. Health conscious image 8. Anti-oxidant WEAKNESSESS

1. Lack of product awareness because it is new to the market. 2. Acceptance by the Target Audience OPPORTUNITIES 1. New market segments (trends for health conscious product) 2. Can compete in the market because of its reasonable price. THREATS 1. Indirect and direct competitions (exported and local juices) III Target Market Primary Target market Demographics Ages: 18-50 years old Gender: Male or Female Socio Economic belonging to class B and upper C

Geographic Location: Metro Manila

Psychographics ADULTS: Between 25 to 50 years old age - Professionals and parents Becoming more concern about their heath Preferred organic juices Chosen rich nutrition than better taste Concern about price and quality

Secondary Target market HEALTY CONSCIOUS: Between 18 to up years old age Health professionals and people who are conscious or want to improve their health. Find solution for health problem Heart, cancer, hardening of the arteries and related diseases Concern quality minerals

IV Product Brand name- Fruit Craze Apple Juice Unique Selling Proposition- Sip and get Wild Core benefit Core benefit means the services and benefits the customer is really buying. Our customer fulfills its need of thrust and refreshment by buying our Fruit Craze juice. Juices came from fruits without any artificial flavor is also a core benefit of our product. Augmented product Products that include deign, features and packaging that go beyond consumer expectations and differentiate the product from competitors. Our juice taste and flavor is according to the customer expectations because we provide 100% pure juice. We have no compromise with quality Design The design of apple juice that it will be in attractive and stylish glass bottles. Features The features of our product are: Use full for healthy life Good in taste Help to digest food Everyday Energy Available in different flavors in future.

V Product Planning A. Product Description/Definition Under the definition adopted by the Bureau of Food and Drugs, the regulatory body of the beverage industry, fruit drinks may be classified generally into three (3) categories namely the Ready-To-Drink (RTD), Concentrates, and Powdered. The Fruit Craze apple juice is a ReadyTo-Drink juice. In terms of packaging, the Ready-To-Drink (RTD) category may be divided into three (3) segments, namely:

a. those in Tetra Packs (e.g. Magnolia) and those in Doy packs (e.g. Zesto) b. those packaged in glass or plastic bottles c. those which come in easy-to-open cans The Walkers Production decides to use glass bottles for the packaging of the apple juice. B. Processing steps Directions for Making Apple Juice Ingredients and Equipment

Apples (see step 1) Jar grabber (to pick up the hot jars) Lid lifter Jar funnel At least 1 large pot (at least 8-quart size or larger) Large spoons and ladles Ball jars

Filters - if you want filtered juice

o o o

jelly bag cheesecloth coffee filters

1 Water Bath Canner (a huge pot with a lifting rack to sanitize the jars of apple juice after filling) you CAN use a large pot instead, but the canners are deeper, and have a rack top make lifting the jars out easier. If you plan on canning every year, they're worth the investment. Recipe and Directions Step 1 - Selecting the apples The most important step! You need apples that are sweet - that will eliminate the need to add any sugar. Most apple juice doesn't have as much natural sweetness or flavor because they use under ripe or offspec apples. You can choose the best apples you can

get and make far better apple juice. Don't get me wrong, it is fine to use "seconds", as long as you cut out the bruised spots! If you can, choose apples that are naturally sweet, like Red Delicious, Gala, Fuji, Rome and always use a mixture - never just one type. This year I used 4 bushels of red delicious and one each of Fuji, Yellow Delicious, Gala and Rome. This meant it was so sweet I did not need to add any sugar at all. And the flavor is great! The Fuji's and Gala's give it an aromatic flavor! Honeycrisp and Pink Lady are also excellent, sweet, flavorful apples. Step 2 - How many apples and where to get them You can pick your own, or buy them at the grocery store. Step 3 - Wash the jars and lids Now's a good time to get the jars ready, so you won't be rushed later. The dishwasher is fine for the jars; especially if it has a "sanitize" cycle, the water bath processing will sanitize them as well as the contents! If you don't have a dishwasher with a sanitize cycle, you can wash the containers in hot, soapy water and rinse, then sanitize the jars by boiling them 10 minutes, and keep the jars in hot water until they are used. Leave the jars in the dishwasher on "heated dry" until you are ready to use them. Keeping them hot will prevent the jars from breaking when you fill them with the hot apple juice. Put the lids into a pan of hot, but not quite boiling water (that's what the manufacturer's recommend) for 5 minutes, and use the magnetic "lid lifter wand" to pull them out. Step 4 -Wash and chop the apples! I'm sure you can figure out how to wash the apples in plain cold water. Chopping them is much faster if you use one of those apple corer/segmenters - you just push it down on an apple and it cuts it into segments. Note: You do not peel the apples! You will put the entire apple into the pot to cook.

Step 5 - Cook the Apples Pretty simple put about 4 inches of water (I used filtered tap water) on the bottom of a huge, thickbottomed pot. Put the lid on, and the heat on high. When it gets really going, turn it to medium high until the apples are soft through and through. Hardware stores sell a fruit steamer. I haven't used one yet, but I hear they work well. NOTE: If you have a electric juicer, you can simply juice the chopped apples, then skip to step 7 to heat the juice to boiling. Step 6 - Sieve the cooked apples Now you want to separate the liquid from the pulp, skins, seeds, stems, etc. There are quite a variety of ways to filter the apples. Unfiltered juice:

I like a natural apple juice, with the natural cloudiness of the fruit particles in it, so I just plop the cooked apples into a large metal or plastic sieve or colander. You can also refrigerate the juice for 24 to 48 hours and then Decant it (without mixing, carefully pour off clear liquid and discard sediment).

Filtered juice:

A better way if you want filtered apple juice is just to line your sieve or colander with several layers of cheese cloth and let the juice drip through. It could take an hour. If you want really clear apple juice (but most people prefer "natural" style with some solids) you can strain the juice through a paper coffee filter place inside a sieve or colander. If you want more filtered apple juice, use a jelly bag. Just pour hot prepared fruit pulp into a jelly bag and let it drip. . Do not squeeze the bag.! In my experience this method takes forever.

Note: One of the easiest ways to extract juice is by using a steam juicer available at many hardware and variety stores. If you plan on making a lot of juice or doing this every year, it may be worth buying one. This unique piece of equipment allows you to conveniently extract juice by steaming the fruit which is held in a retaining basket. The juice drops into a reservoir which has a

tube outlet for removal. Follow manufacturers instructions for using steam juicer. See the steam juicers at the right side of this page. All of them get very positive reviews (4 out of 5 stars) from owners on Amazon) If your goal is to make apple juice, you will still have a lot of apple pulp left, so I'd recommend you make apple sauce from it (see this page) Step 7 - Heat the apple juice Put the apple juice into a large pot. If you want, add cinnamon to taste. You should not need to add any sugar. The apple juice does not need any further cooking; just get it heated to a low simmering boil and keep it hot until you get enough made to fill the jars you will put into the canner (Canners hold seven jars at once, whether they are quart or pint size) Step 8 - Fill the jars and process them in the water bath Fill them to within -inch of the top, wipe any spilled apple juice of the top, seat the lid and tighten the ring around them. Put them in the canner and keep them cover with at least 1 or 2 inches of water and boiling. if you are at sea level (up to 1,000 ft) boil pint or quart jars for 5 minutes and half gallon jars for 10 min. This assumes you kept the juice hit until you filled the jars. If you are at an altitude of 1,000 feet or more, see the chart below Recommended process time for Apple Juice in a boiling-water canner. Process Time at Altitudes of Style of Pack Hot Half-Gallons Step 9 - Remove and cool the jars - Done 10 min 15 20 Jar Size Pints or Quarts 0 - 1,000 ft 1,001 - 6,000 ft Above 6,000 ft 5 min 10 15

Lift the jars out of the water and let them cool without touching or bumping them in a draft-free place (usually takes overnight) You can then remove the rings if you like, but if you leave them on, at least loosen them quite a bit, so they don't rust in place due to trapped moisture. Once the jars are cool, you can check that they are sealed verifying that the lid has been sucked down. Just press in the center, gently, with your finger. If it pops up and down (often making a popping sound), it is not sealed. If you put the jar in the refrigerator right away, you can still use it. Some people replace the lid and reprocess the jar, then that's a bit iffy. If you heat the contents back up, re-jar them (with a new lid) and the full time in the canner, it's usually ok. Pricing Strategy

Distribution The products will be distributed in leading supermarkets around metro manila. VI Commercialization Sales Promotion In promoting the Fruit Craze Apple Juice the Walkers Production plan to have free tasting of the product in selected supermarkets around metro manila. This activity is done to create product awareness. The free tasting will run for 1 month. Costing for Sales Promotion: Stall: Employee: Fruit Craze Apple juice: Plastic cups: Advertising For the advertisement of the product Fruit Craze, Walkers Production will do a TV commercial using the idea of our USP Sip and get Wild. The TV commercial will last for 30 seconds. We also plan to print posters for promoting our product.

Costing: