Introduction

Burn is a tasty, natural and refreshing functional beverage that

is enriched with the right amount of vitamins and other
functional ingredients to allow the consumer to overcome the
day-by-day challenges of a busy work, both from physical &
cognitive perspective. Burn will help our consumers embracing
life with performance and happiness: make every day better,
easier and more performing by changing the way peoples are
drinking. Burn will distinguish itself by the following
characteristics:
1. The first functional beverage of burn, a healthy alternative
for regular soft drinks
2. It will be promoted as a drink with no evil preservatives: no
artificial colouring, sweeteners, preservatives, additives are
allowed in the composition.
3. It is a drink enhanced with functional vitamins and
supplements to support consumers in their todays everyday
life but mostly when facing cognitive demands.
4. It will be fresh and aromatic with slight hints of original
ingredients (Pomegranate, Acai, and Guarana).

Composition:
The functional claim of the drink will be that burn supports
optimum nervous system functioning, enhance mood and
energy levels, because of its ingredients:

Guarana
L-thiamine
Vitamin D
B vitamins (1, 3, 6, 12)
Zinc + Magnesium + Selenium.

Mission: serve people by providing quality energy drinks.

Vision: our vision is to capture New Zealand market by
providing quality energy drink at low price in order to keep
people healthy and fit.

Slogan: fire to drink.

Goals and objectives:
increase customer satisfaction simultaneously
improve brand knowledge
improve public attitudes towards energy drink
Achieve a comprehensive output in market penetration.
Maintain a significant research and development
To achieve a very low staff turnover
To open an additional bottling plant within two years of
operations.
To increase employees by 50% within the first year of
operations
To repay any additional financing the company may seek
To achieve considerable goodwill and brand image

Keys to success: designing and producing such type of

products that meet market demands is the key to success. In
addition our company ensure total customer satisfaction. If
these keys to success are achieved, it will become a profitable,
sustainable company specifically which will produce long
lasting results as well.

Company description: Burn Company limited is a new

beverage company that aims to attract teenage customers. It
will launch the first product - quality energy drink with
customers mind under the same name of the company.

Swot analysis
Strengths
Remarkable style: burn has a fresh and fashionable
brand identity attractive to most youth for the design
of the logo, bottle and execution is specially specified
for teenage.
Product depth is large
Well defined target market
High energy, low fat: burn is both sugar free and fat
free product
High quality and healthy ingredients: burn contains
high quality and healthy ingredients such as
vitamins, minerals, and antioxidants and most
important with low amount of caffeine.
Weakness
Above average prices: due to using premium
ingredients, the price of burn drink will be slightly
higher than other brands
New to the market: the brand need to put full effort
to reach the target market as soon as possible.
Opportunities
Health concerns: people are becoming more
concerned about their health. They tend to involve in
health lifestyle. Therefore burn uses this opportunity
to penetrate the market to serve those of who are
concerns about their consumption especially youth.
Diet trend: sugar free and fat free will helpful for diet
controlling customers
Threads
Attitudes are difficult to change: human attitudes
which are controlled by world market are little bit
difficult to change for a new product.

 Business challenge: as take market share from

smaller energy brands.

Pestel analysis
Political
Government restrictions due to the use of guarana in
the components.

Economical
High industry margins
Global increase in purchasing power
Maturity of the carbonated drink market
Social
Development of a society where stress and tiredness
is high
Negative health concerns about guarana
Technological
Development of e commerce
Innovative alternative products
Environmental
Less polluting manufacturing processes
Recycling cans
Legal
Consumer rights issues

Business opportunities
Burn contains guarana, L-thiamine, Vitamin D, B vitamins
(1, 3, 6, and 12), Zinc + Magnesium + Selenium+ sodium.

Nutrition facts
Serving size 100ml
Serving per container 1
Amount per serving
Calories 0
from

calories
Fat

% daily value*
Total fat 0g
Sodium 75mg
Sugar 0g
Guarana 100%
200%
L thiamine 75%
vitamin B6 150%
Vitamin D 60%
vitamin B12 150%
Vitamin B1 150%
Sodium benzoate 25%
Sodium polyphosphate 50%

0%
4%
0%
vitamin B3

* Percent daily values are based on a 2,000 calorie diet

Not a significant source from calories from fat,
saturated fat, trans fat, cholesterol, calcium, iron and
vitamin A

Ingredients

benefits

Guarana

increase focus

l- Thiamine
cholesterol in blood

reducing

Vitamin B composite
burning

body fat

Sodium
clearer flow of thought

providing faster and

Product design
Packaging design aims to catch the attention of customers. For
this purpose, burn package design cannot simply inform the
customers, but also provoke feelings and communicate
emotions.

Logo

Industry
Industry of burn product is mainly considered wholesale
with some absorption of retail.
Wholesale delivery is countered for limited stocks such as
countdown, pack n save and super markets.
Retail delivery monitored to convenience store, small
shops, cafe and barista.
As well as compulsory insurance such as workers
compensation, there are also a number of specific
insurance options for businesses in the retail and
wholesale burn industry.

 Insurance options vary depending on burn business but

can include insurance for public liability insurance,
equipment & machinery, property & buildings, vehicles
and business interruption.

Ownership
Burn Company will be a Partnership firm.
The partnership will lie between the founders of the
company.
Partnership will be according to their share of capital
invested in the firm
Profit will be distributed between them as per their
percentage share in the firm.
The every decision will be taken with the consensus and
majority of votes will be required to take the decision.
On every important document the signature of at least 3
members should be there.
The owners are the firm is the partners in the firm who
dont have any intention to go in the public.

partner
veneeth
venie
lyza
safran

contribution
30%
25%
25%
20%

Structures
Hierarchal structure
The hierarchal structure of Burn Company is as follows
Board of directors....................................................partners of
firm
Chief executive
officer............................................................veneet

Chief financial
officer..................................................................lyza
Marketing
manager..................................................................venie
Human resource
manager..........................................................lyza
Production
manager................................................................safran
Operational
manager.............................................................veneet

Organizational chart

BOARD OF
DIRECTORS

CEO
PRODUCTIO
N MANAGER

MARKETING & HR
MANAGER

FINANCE
OFFICER

FINANCE
OFFICER
MARKETING
OFFICER

System

FINANCE
MANAGER

 Head of operation: safran is our Head of Production, and

he has a complete and strong command over Operational
management and Production Analysis. Production
manager mainly responsibility is that describe the physical
plant layout, the machinery and equipment needed to
Perform manufacturing operation; raw materials and
suppliers names, address and terms, cost of
manufacturing. A production manager allocates the raw
materials from different suppliers to produce the final
products.
The responsibilities are
Purchasing the all staff of food with better quality
from food market
Responsible for all the operations within the shops
(cleanness, quality of food, timely delivery to the
customer)
Responsible all the food expenses recodes
Responsible to works with all other managers
Managing Labour & controlling the production
system.
Motivating the labours & making the reward
opportunities.
Marketing: venie, our head of marketing, cause she has
completed his graduation on Marketing major and she has
good command over marketing. Marketing involve that
implementing decisions related to the marketing mix
variables products, price and promotion activities. It helps
effective decision strategy as well as for forecasting sales,
products or services is indicated in order to project
profitability of the venture.
The main responsibilities are:
Focus on the Customer
Monitor the Competition
Own the Brand.
Find & Direct Outside Vendors.
Create New Ideas.
Communicate Internally.
Manage a Budget.

 Understand the ROI.

Set the Strategy, Plan the Attack, and Execute 39
Planning: veneet, our head of planning and performance
management and he have the strength to take decision
and maintain the companys performance. These
department officers involve setting the goals and how to
be achieving that, it also help to develop the existing
product.
The responsibilities are:
Staff Induction.
Reward and Recognition.
Staff Retention.
Management Development / Career Development.
Succession Planning.
Competency Building / Mapping.
Compensation / Benefit programs.
To facilitate / support the development of the Team
members
To facilitate development of staff with special focus
on Line Management
To recommend and ensure implementation of
Strategic directions for people development within
the organization.
Provide counsel and assistance to employees at all
levels in accordance with the company's policies and
procedures as well as relevant legislation.
Salary letters and employment contracts.
Approve updated organizational charts on a monthly
basis and maintain
Co-ordinate the design, implementation and
administration of human resource policies and
activities to ensure the availability and effective
utilization of human
Finance: lyza, our Head of financial manager and planner,
she has a great command over finance because she has
an educational and financial management background.
Financial managers responsibilities are that projection of
financial data which determine economic flexibility and

necessary financial investment, commitment. Financial

officer control the all finance related task in an
organization.

The Responsibilities are

Accounts Payable
Accounts Receivable
Audit
Budgeting
Cash Receipts
Fixed Assets
Current Assets
Payroll / Benefits
Utility Billing

IT and technical: venie, she completed her major in CSE

and has a great experience in IT sector. Its information
monitors the overall organizations IT related task. They
are responsible for digitalized work in an organization
such as computer system, internet activities, and software
system activities controlling and problem findings, and its
solution activities.

Processes
1. Reception
Selected different ingredients are first received at
the production plant
2. Crushing
Then the ingredients are crushed after removing
solid impurities through sieving.

3. Maceration
During this process, the wet crushed ingredients are
left into hydro alcoholic solution to separate into
hydro soluble constituents by soaking until the
ingredients have taught the proper amount of
tannins.

4. Alkalinisation
Next, a solution of caustic soda or sodium
hydroxide(NAOH) is added to the obtained extract in
order to precipitate alkaloids

5. Filtration
At this stage, the alkalized extract is passed through
a filter in order to remove any suspended solid
particles.

6. Acidification
After that the former alkaline extract is acidified.
Finally obtained burn ERG 100 is bottled and
stored.

Target market and marketing strategy

a.Target market strategy

Teenagers
Adults
Gamers
Sports persons
Also late 50s

Target market of our burn energy drinks are mainly

targeted towards those who need some sort of energy boost.
Now everyone is susceptible to the fatigue of the super
charged, over worked lifestyle, but young people are especially
vulnerable to persistent exhaustion and insufficient energy.

Competition
Company is forming its own market with the unique concept of
providing energy drink with fruit flavour and original vitamins
without the effect of any harmful chemical.
Energy drink
red bull
monster
v
Burn

Price
$ 3.5
$ 4.0
$ 2.9
$ 3.0

b.Strategic options
Market Segmentation Strategy
Burn avoided usual methods of marketing, relying more on
what is called 'buzz marketing' or word-of-mouth.
Burn advertised directly to Generation Y, the so-called
'millennial': people born after 1981.
Student brand managers' who would be used to promote
burn on university campuses. These students would be
encouraged to throw parties at which cases of burn would
be distributed.
Corporate strategies
Be a great place to work where people are inspired to be
the best they can be.
Portfolio: Bring to the world a portfolio of quality beverage
that anticipate and satisfy people's desires and needs.

 Partners: Nurture a winning network of customers and

suppliers, together we create mutual, enduring value.
Profit: Maximize long-term return to shareowners while
being mindful of our overall responsibilities.
Productivity: Be a highly effective, lean and fast-moving
organization.
Brand Development Strategy
Great Strategy Begins with Great Research.
Once the brands core values have been identified, the
road towards effective brand proposition development
begins.
Development of the brand statement - commencing a
Brand development strategy.

Brand Positioning Strategy

Clear, Engaging, Unique, & Relevant to the target
audience.
Able to incorporate an element of positive emotional
attachment that is better than just & quote good.
Echoed within business, internally and externally.
Consistent across multiple marketing & advertising
mediums (print, online presence, etc).
Continually toughened within the organization so that
employees consistently deliver what is promised.
Able to adapt to a changing marketplace.

Distribution Strategy
Intensive distribution aims to provide saturation coverage of
the market by using all available outlets such as:

Super markets
Gyms
Coffee Houses
Subway
Barista
Caf
Convenience Stores
Pizza Outlets.

c. Marketing strategy
Promotions
Promotions through social networking sites such as:
face book, twitter, you tube.
The trade promotion tools encouraged include upper
case promotional allowance and a per case display
allowance to obtain the desired off-premise retailers
to achieve the highest availability.
Trade promotions are used to affect consumer
behaviour and without product availability; the brand
will not have the required exposure and result in lost
sales opportunities
Ad promos on websites.
Media Ad Campaigns on Prime TV channels such as
NDTV good times, MTV, Channel V, Zoom, VH1, Star
World & a few more.

Consumer Promotions

 Burn sponsors the motorsports or fun sports, but

always where burn is needed.
Consumer promotions and coupons will also be used
to influence purchase behaviour in the on-premise
retail environment.
Burn does event sponsoring. Event sponsoring
attracts peoples attention towards the product and
connects them.
Media Plan

Still a staple medium of advertising.

Social Media Advert and Promotions
Online Marketing Channels and Magazines
Mass Media Advertisement
Free Sampling, Trade Shows and Festivals
Flyer Distribution and Discount Vouchers
Special corporate events
Allows demonstrating the advantages of RB.
Provides higher brand awareness.

Discounts and allowances

Special discounts and allowances on the Christmas,
new year period
Cultural festival supply on major discounts such as
diwali, Ramadan.
Logo, Packaging, and Promotional Displays
The logo should use colours to stimulate emotions of
excitement and youth that fits with the burn energy
drink category. The logo should also use the colour
green in the packaging that reflects qualities of
natural, youth, and adventurous that speaks to the
millennial target audience.

 The packaging, labels, promotional items, and all

visual communication tools should feature the brand
and product logo used as a stimulus. The packaging
should be designed to influence the target audience
in the different retail environments.
The packaging should be used to acquire customers
and achieve brand loyalty at off-premise retailers
(grocery, convenience store, pharmacy, and club)
and on-premise retailers (restaurant, club, pub, and
bar).
Packaging and the logo are used to influence the
customer and provide a stimulus. The packaging and
the logo activate the knowledge, beliefs, and
meanings from the brands television commercials,
radio spots, events, and content marketing paired
with the energy drink brand. The paired stimulus
using the logo and packaging influences the
consumers purchase behaviour in a retail
environment with the brand logo stimulating affect
and cognitive elements in the evaluation of
alternative stage of the decision-making process.

The package sizes at the on-premise retailers

concentrated in the grocery and convenience
channel should include product offerings that
compete directly with the competition. It is also
suggested to offer all products (varieties) in singleserve 8.4-ounce and 16-ounce cans. The regular
flavour and sugar-free products will be offered in 12ounce single-serve cans.

 Four-packs (cans) should be offered in the 8.4-ounce

size for all product lines including:

Regular flavour
Sugar-free
Dual-fruit flavour
Organic
Five percent juice
No calories, no caffeine, and no carbohydrates
options
Other four-pack offerings include 12 and 16
ounces (cans) limited to the regular and sugarfree products.
Eight packs of 8.4-ounce cans will be offered in
the regular and sugar-free products.
Offering regular flavours and sugar-free in 16ounce ten packs and 8.4-ounce 12 packs is also
recommended.

Personnel plan
HR planning must be tied to the overall business plan.
Burn company can start the process by assessing the
current conditions and future goals of our company.
Perform these assessments regularly. Consider some of
the following questions:
What are the companys goals and objectives?
Do these goals call for expansion into new markets?
Are new product lines planned?

 Are changes in technology necessary to stay

competitive?
Will new skills and/or training be required to meet
the Companys goals and objectives?
The following three-step method is designed to help us
determine whether or not employee are ready to hire:
1. Identify Business Strategy and Needs
2. Conduct a Job Analysis and Write a Job Description
3. Determine the Feasibility of Hiring

Consider the following internal and external opportunities

and record how they may impact our business:
A. Competition: Often businesses will feel pressure to
expand and hire more workers in order to remain
competitive in a particular market.
B. Technology: Technological advancements may
increase the demand for employees in certain
industries or professions.
C. Increased customer demand: An increased demand
for products or services may require more resources
to help produce or deliver services.
D. Economics: Growth of the economy or lower interest
rates cause increased spending, and often increased
business opportunities. Changes in the labour market
impact your ability to find and keep employees.
E. Workforce changes: These include resignations,
terminations, leave of absences, death, change in
employment status, and retirement.
Human resource planning attributes
Interpersonal
Organizational
Decision making/judgment
Tactile
Typing/word processing
Interviewing/counselling
Verbal and written communication

 Leadership
Problem solving
HR planning of Needed Knowledge/Experience
About industry
About product
About methods
About market
About technology
Completion of trade certificates
Program planning
Product design
Languages
High school/university/college
Specialized training
Examples of Needed Qualities/Approaches
Self-motivated
Customer-oriented
Team-player
Flexibility/adaptability
Innovative
Results-oriented
Competitive insight
Detail-oriented

Work force planning

succession planning
Review business
goal and
objectives
Conduct
environmental
scan

Conduct gap
analysis of work
force

Set
HR priorities
Implement
and
and
develop
evaluate
strategies

Identify key
position or key

Identify
Implement
Plan
learning
competencies
for
strategy
and and
Identify and
development
positions
and
evaluate
assess potential