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Fun-Fizz

Crave for every drop








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Table of Contents:
Acknowledgement3
Introduction...3
Executive Summary...3
Mission and Vision6
Positioning.7
Industry Analysis...8
Marketing Mix (4 Ps)..12
SWOT Analysis15
Human Resource..16
Financial Analysis18
Conclusion18








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Acknowledgement:

It would be our utmost pleasure to express our sincere thanks to Niaz Patwary sir in providing a
helping hand in this project. His valuable guidance, support and supervision all through our
project named Fun Fizz Crave for every drop!!!! is responsible for attaining its present
form.

Executive Summary:
The purpose of this business plan is to support a request for a 100,000-150,000tk and few
amounts of that from bank loan list amount from the other owners of company. J.B Entrepreneur
will be owned the company. As a start-up company we are going to launch our product in Dhaka
and the other divisional cities than well explore our business by bringing products in whole
country. Our motto is making the brand value like international and stops the foreign soft drinks
which got big amounts at the end of the year through sale their products. Well serve our people
as they want as an international company. Our marketing sector has the ability to bring our
company towards its goal.




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I ntroduction
Having food is necessity of human being and taking various kinds of beverages is todays
fashion, more than necessity. This gives food and Beverage industry a high level of market
segment, variety of products, and a number of companies. Food and Beverage industry
represents frozen, fresh, chilled and long shelf-life food and beverage products. In this time the
beverage companies have a hard core competition to create the best place in market as well as to
establish their very reputation among the customers what makes them regular in market place.
Were going to launch our brand new beverage company named Fun Fizz and our tagline is
Crave for every drop!!!! which actually brings first in our mind that every drop of Fun Fizz
even the last one is not least. Every drop will be desirable to our customer and that can be also
said about our Moto.

Our brand is very new if we compare with others in market. So, first of all we should follow an
outstanding launching way including with advertisement and our exact target market. As in our
survey we can see the youngsters are the mostly interested to buy soft drinks and they are the
regular customer so before doing anything we kept their choice and priority in our mind. Our
bottle looked sporty and its colored combination of red and orange. The reason why we choose
the colors is the meaning of colors. Red preferred for anger, confidence and orange for joyous.
We are going to launch four flavored drinks: Cola, Lemon, Orangeand the special one is
Cocktail (Three flavored mixing beverage). Above all the circumstances we can believe
ourselves that well have a great competition with our competitors.

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Next Generation Soft Drinks:
Day by day the number of regular drinking soft drinks consumer is increasing. So we should take
an extra care for them. There are several key trends which are looking towards of health and
wellness, indulgence, convenience and ethical issues which effect on Soft Drinks Company. The
health trend is an umbrella term that covering many categories.

We had followed this entire site before we launch our product.




Indulgence
Health
and
wellness
Convenience
Ethical

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The Mission Statement of Fun Fizz
Refresh our consumers through body, mind, and spirit.

In order to achieve this mission, we must create value for all constraints well serve, including
our consumers, our customers, our bottlers and communities. Our brand Fun Fizz going to
creates value by executing comprehensive business strategy guided by few key beliefs-
Consumer demand drives everything we do(From survey we came to know that
youngsters are our main customers so well get priority on their demand)
Brand Fun Fizz is core of our business.
Well serve the consumers a broad selection of the nonalcoholic ready-to-drink beverages
they want to drink throughout the day.
Well be the best marketers of Bangladesh.
Well think and act locally.
Well lead as model corporate citizen.

The ultimate objectives of our business strategy are to increase volume expand our share to
nonalcoholic ready to drink beverages sales, maximize our long term cash flows, and create
economic value added by improving economic profit.
Our competitors have a lot of customers that serve or sale their product direct the consumers. We
keenly focus on enhancing value for these customers and will work for gain them to sell our

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product. We need to understand each customers business and needs, weather the customer is a
sophisticated retailer in a developed market or a kiosk owner in an emerging market.

From whole customers there are some potential customers of Soft Drinks Company. Ultimately,
our success in achieving our mission will depends on our ability to satisfy more of their beverage
consumption demands and our ability to add value for customers. Well achieve this when we
place the right products in aright market in a right time.

Vision
Our vision is become the best anchor bottler in the country.

Positioning:
Product Positioning is about consistency in consumer perception. Very simply, Positioning is
about creating an identity in the mind of the consumer; Consumers have vast choice of products
and the overall perception of the product is critical in getting consumers to purchase a specific
product. It is suggested that consumers look for consistency in product associations and once an
impression has been formed of a product, repositioning a consumers perception of a product are
very difficult. Positioning is equally important for brands as for products.

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In the soft drinks market there are many competitors. The most popular international
brand Pepsi, Coca-Cola is available in the market. At this point, launching new soft drinks in the
market need a specific positioning in the market. Our target market is youngsters all over the
country. So to advertise for our product we will carry out different types of campaigns. We have
targeted youngsters because they are always eager to try new varieties. Basically we will
compete with the market leaders of the soft drinks industry in Bangladesh such as Coca-cola and
Pepsi and therefore we will position our brand amongst them.

I ndustry Analysis: Soft Drinks
Barbara Murray explained the soft drink industry by stating, For years the story in the
nonalcoholic sector centered on the power struggle betweenCoke and Pepsi. But as the pop
fight has topped out, the industry's giants have begun relying on new product flavorsand
looking to noncarbonated beverages for growth. In order to fully understand the soft drink
industry, the following should be considered: the dominant economic factors, five competitive
sources, industry trends, and the industrys key factors. Based on the analyses of the industry,
specific recommendations for competitors can then be created.

Dominant Economic Factors
Market size, growth rate and overall profitability are three economic indicators that can be used
to evaluate the soft drink industry. The market size of this industry has been changing.
Soft drink consumption has a market share of 46.8% within the non-alcoholic drink industry. It is
also found that the total market value of soft drinks reached $307.2 billion in 2004 with a market
value forecast of $367.1 billion in 2009. Further, the 2004 soft drink volume was 325,367.2

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million liters. Clearly, the soft drink industry is lucrative with a potential for high profits, but
there are several obstacles to overcome in order to capture the market share.

The growth rate has been recently criticized due to the U.S. market saturation of soft drinks. The
change is attributed to the other growing sectors of the non-alcoholic industry including tea and
coffee (11.8%) and bottled water (9.3%). Sports drinks and energy drinks are also expected to
increase in growth as competitors start adopting new product lines. Because of market saturation,
soft drink leaders are establishing themselves in alternative markets such as the snack,
confections, bottled water, and sports drinks industries.

Porters Five Competitive Forces for a soft drink Company
The soft drink industry is very competitive for all corporations involved, with the greatest
competition being that from rival sellers within the industry. All soft drink companies have to
think about the pressures; that from rival sellers within the industry, new entrants to the industry,
substitute products, suppliers, and buyers.

The competitive pressure from rival sellers is the greatest competition that any company faces in
the soft drink industry. Coca-Cola, Pepsi Co., and Cadbury Schweppes are the largest
competitors in this industry, and they are all globally established which creates a great amount of
competition.

Brand name loyalty is another competitive pressure. The Brand Keys Customer Loyalty Leaders
Survey (2004) shows the brands with the greatest customer loyalty in all industries. Diet

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Pepsi ranked 17th and Diet Coke ranked 36th as having the most loyal customers to their brands.

New entrants are not a strong competitive pressure for the soft drink industry. In addition, the
soft-drink industry is fully saturated and growth is small. This makes it very difficult for new,
unknown entrants to start competing against the existing firms. Another barrier to entry is the
high fixed costs for warehouses, trucks, and labor, and economies of scale. New entrants cannot
compete in price without economies of scale. These high capital requirements and market
saturation make it extremely difficult for companies to enter the soft drink industry; therefore
new entrants are not a strong competitive force.

Substitute products are those competitors that are not in the soft drink industry. Such substitutes
for soft drinks products are bottled water, sports drinks, coffee, and tea. Bottled water and sports
drinks are increasingly popular with the trend to be a more health conscious consumer.

Suppliers for the soft drink industry do not hold much competitive pressure. Suppliers to soft
drinks companies are bottling equipment manufacturers and secondary packaging suppliers.

The buyers of soft drinks are mainly large grocers, discount stores, and restaurants. The soft
drink companies distribute the beverages to these stores, for resale to the consumer. The
bargaining power of the buyers is very evident and strong. Large grocers and discount stores buy
large volumes of the soft drinks, allowing them to buy at lower prices. Restaurants have less
bargaining power because they do not order a large volume. However, with the number of people

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are drinking less soft drinks, the bargaining power of buyers could start increasing due to
decreasing buyer demand.
Porters Five Forces Model identifies the five forces of competition for any company. The
recognition of the strength of these forces helps to see where Coca-Cola stands in the industry.
Of the five forces, rivalry within the soft drink industry, especially from PepsiCo, is the greatest
source of competition for Coca-Cola.

Industry Changes
The soft drink industry is affected by macro environmental factors of the industry that will lead
to change. First, the entry/exit of major firms is a trend in the industry that will likely lead to
change. More specifically, merger and consolidation has been prevalent in the soft drinks market,
causing some firms to exit the industry and then re-enter themselves. Several leading companies
have been looking to drive revenue growth and improve market share through the increased
economies of scale found through mergers and acquisitions. One specific example is how
PepsiCo acquired Quaker Oats, who bought Gatorade which will help expand PepsiCos energy
drink sector. This trend has increased competition as firms diversification of products is
increasing.


Key Success Factors
Key factors for competitive success within the soft drink industry branch from the trends of the
macro environment. Primarily, constant product innovation is imperative. A company must be

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able to recognize consumer wants and needs, while maintaining the ability to adjust with the
changing market. They must keep up with the changing trends.

Another key factor is the size of the organization, especially in terms of market share. Large
distributors have the ability to negotiate with stadiums, universities and school systems, making
them the exclusive supplier for a specified period of time. Additionally, they have the ability to
commit to mass purchases that significantly lower their costs. They must implement effective
distribution channels to remain competitive. Taste of the product is also a key factor for success.

Marketing Mix (4Ps):
Product
Price
Promotion
Place

Product:
In marketing, a product is anything that can be offered to a market that might satisfy a
want or need. It is of two types: Tangible (physical) and Intangible (non physical). Since
services have been at the forefront of all modern marketing strategies, some intangibility
has become essential part of marketing offers. It is therefore the complete bundle of
benefits or satisfactions that buyers perceive they will obtain if they purchase the product.
It is the sum of all physical, psychological, symbolic, and service attributes, not just the

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physical merchandise. All products offered in a market can be placed between Tangible
(Pure Product) and Intangible (Pure Service) spectrum.

Our soft drink product is Fun-fizz. It will be available in four different flavors and they
are: Fun-fizz Cola, Fun-fizz Lemon, Fun-fizz Orange and Fun-fizz Cocktail. The Fun-fizz
cocktail is our special product which we will make my mixing the ingredients from the
other three flavors. Our product will be available in four different size of pack and they
are: pocket pack i.e. 250 ml, mobile pack i.e. 500 ml, family pack i.e. 1 liter pack and
party pack i.e. 2 liter pack.
Price:
In economics and business, the price is the assigned numerical monetary value of a good,
service or asset. Price is also central to marketing where it is one of the four variables in the
marketing mix that business people use to develop a marketing plan. Pricing is a big part of
the marketing mix. Choosing the right price and the right pricing strategy is crucial to the
marketing process. As it is said above that the our products will be available in four
different size of packs, the following table highlights the list price of each pack:


Pocket pack (250 ml) Tk. 12
Mobile pack (500 ml) Tk. 18
Family pack (1 liter) Tk. 28
Party pack (2 liter) Tk. 48


As from the above table it can be seen that the prices are comparatively lower than the prices of
other soft drinks in the market. We are adopting market penetration pricing so that we can attract

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a large number of buyers and a large market share as we are a new company.



Promotion: Promotion is one of the four aspects of marketing. Promotion comprises four
subcategories:
Advertising
Personal selling
Sales promotion
Publicity and public relations
The specification of these four variables creates a promotional mix or promotional plan.
A promotional mix specifies how much attention to pay to each of the four subcategories,
and how much money to budget for each. A promotional plan can have a wide range of
objectives, including: sales increases, new product acceptance, creation of brand equity,
positioning, competitive retaliations, or creation of a corporate image.

So to advertise for our product we will carry out different types of campaigns in
universities and schools by providing our leaflets and banners. We will also provide trial
packages to the students for making our brand popular. We are going to advertise our
product through different electronic media as for example advertisement on television,
bill board and print media. We are also going to advertise through the social sites like
facebook, twitter, etc.


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Place:
Place is a term that has a variety of meanings in a dictionary sense, but which is
principally used in a geographic sense as a noun to denote location, though in a sense of a
location identified with that which is located there.

In marketing, place refers to one of the 4 P's, defined as "the market place". It can mean a
geographic location, an industry, a group of people (a segment) to whom a company
wants to sell its products or services, such as young professional women (e.g. for selling
cosmetics) or middle-aged family men (e.g. for selling family cars).

We will try to make our product Fun-fizz available in almost all the areas in the country
even the remotest locations so that our consumers can get the product whenever they
want and wherever. But at first we will assure that our product is available at least in the
all the departmental stores in the country as we have found out from our survey that most
of the soft drink consumer buys the product from the departmental stores.



SWOT Analysis:
Strengths:
Strong Multinational
Quality of products
Regular supply
Availability of products

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Weaknesses:
Lack of promotion
Manual paper work
Motivational factors

Opportunities:
Growing bottled market
New project accept been started (industrial)

Threats:
Fake products
Competitors schemes
The mango season

Human Resource:
Human Resource Management (HRM) is the function within an organization that focuses on
recruitment of, management of, and providing direction for the people who work in the
organization. HRM enables employees to contribute effectively and productively to the overall
company direction and the accomplishment of the organization's goals and objectives.Human
Resource Management of any organization is important because it can be significant source of
competitive advantage. Human Resource sector is the most valuable sector for our company Fun-

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fizz because they believe that their greatest strength is their People, who will bring about the
phenomenal success for the company
Fun-fizz will hire the best fit person who would fit for the vision, values and leadership
expectations.
There are specific HRM activities that must be completed in order to ensure that Fun-fizz
Company has qualified people to perform the work that needs to be done-activities that comprise
human resource management process. In the Human Resource Strategy section, managers ensure
that they have the right number and kinds of capable people in the right places and at the right
times. Through these strategy managers determine the shortage and surplus of human capital.
Managers of Fun-fizz Company begin HR planning by taking inventory of the current
employees. This inventory usually includes information of employees such as name, education,
training, prior employment, languages spoken, special capabilities, and specialized skills. In this
section managers create job analysis, job description, and job specification for the candidates for
a given job. Both job description and job specification are important document when managers
recruit and select employees.








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Budgeted Financial Analysis:
Details: $
Machineries 300,000
Raw Materials 150,000
Factory Space Rent 85,000
Salary 125,000
Equity bill 70,000
Warehouse Rent 50,000
Transportation 60,000
Advertisement 70,000
Account Payable 300,000
Account Receivable 0
Cash 50000
Total 1,26,0000

Additional budgeted targets:
Targeted sales: 100,000 bottles.
Targeted manufacturing: 125,000 bottles.
Targeted profit: 20% of sales.
Target market share: 45%

Conclusion:
Our marketing plans start off by providing the overall picture of the companys marketing
strategy, and then break down into details about how it will realistically achieve such goals and
objectives. As we set a budget for marketing objectives and then provide different ways that how
our plan will be implemented. Another smart technique to use in a marketing plan is to delegate
responsibilities to specific people within the company.


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Done By:
Name: ID:
Sadia Sarowar 1030424530
Rakib Ahmed 1110081030
Sumaiya Sadmin 1020485030
Md. Yeasin Khan 0930363030
Torikul Islam Khan 1010201030