Business plan
Branding of sugarcane juice
Business idea
Sugarcane juice in tin packed or pet bottles.
Our initial product to start is:-
500 ml in tin pack
1 ltr. in pet bottles
Brand
Brand name – Fresh Mania
Tag line – “Live healthy
drink better”
Initial launch – Delhi NCR
Mission
To refresh people of all age groups with our product by
providing them a fresh, hygienic and value for money drink.
Vision
To evolve as one of the best Producer of quality sugarcane
Juice, extract juice scientifically and serve a totally natural
and hygienic DESI refreshment in our country.
Problems
1 Lesser shelf life of sugarcane juice
Solution- Sodium benzoate and ammonium hydroxide
can be used as preservative
2 Our main issue is about the perception of people
about the sugarcane juice
Solution- We must invest heavily on promotion of
juice and also marketing plan will change time to time
because we are new in the market so we have to
create awareness in customer about our product and
to attract them.
Industry
Fruit and vegetable industry
Top four sugarcane producer -11 June 2008 are:
Potential customers
Every kind of individual
We will segment our market on the basis of priorities
and attitudes of our customers towards hygienic
products
Target customers include:-
Students at every level
Employees working in hot conditions
Households, passengers
Market demographics
Market trends
In target market there is trend of soft drinks and juices.
People use juices to have a fit life and also to serve their
guests as well. Because juices are hygienic and nutritious
and have a good taste then soft drinks. In summer its usage
is more so the availability should be increased to meet the
demand of customers.
Market growth
Juices market expands very fast
A new research proves that by 2014 every person will
consume 95.5 liters juice every year
Source - Wikipedia
Organization structure
Our organization will be legally formed as partnership
firm
Partners will be Kamran, Priyasha, Subhamay and
Amrita
Key management personnels
There will be 4 departments
Purchasing and logistics- it will be taken care by
Subhamay
Production and financial operation- it will be
taken care by Priyasha
Marketing- Kamran will be responsible for
marketing. He will design promotional campaign
and will do art work for advertisement.
Warehouse management- Amrita will be
responsible for this
Total investment in the initial stage
RS.50,00,000
Capital investment
Fixed asset cost Amount
Security payment for the building Rs.1,00,000 (so per machine is
plant and machinery single unit Rs.25000)
(4units) 5,05,000 (4 * 5,05,000)
labeling machine
Lid ceiling machine Rs. 45,000
Working capital Rs. 55,000
Rs. 23,00,000
TOTAL
Rs.45,20,000
Misc. cost
• Rs.30,000
TOTAL (A) Rs.45,50,000
Operating investment before
earnings (B)
particular cost
Surplus figure
Adding (A+B) = Rs.45,50,000 +
Rs.1,60,000
= Rs.47,10,000
Therefore,
surplus = Rs. (50,00,000 – 47,10,000)
= Rs. 2,90,000
This surplus will be used to purchase operating
materials for starting period
Projected financial
Initial capacity of the firm is to process approx.
2000 lts a day. And 4000 cans in a day. One can
(500ml) cost Rs.20 including all operating costs
and will be sold for Rs. 35 with a profit of Rs. 10.
Capital investment will be recovered in one year
on sale of 1,34,572 units. First year expected sales
revenues will be 1,50,000 units. This means first
peak seasons will recover our initial capital
investment to some extent
COGS/can
Items Price
Tin sheet / can Rs.5
Sodium benzoate Rs 0.09
Ammonium hydroxide Rs.0.10
Rs.0.30
H.R cost
-6 seasonal workers hired
for 4 months @ Rs.6000 pm
Rent (Rs,250000p.m)
Rs.0.52
Cont.
Items Cost
Sugarcane single unit Rs. 10.50
(Rs.3.50 ) 500ml needs 3
sugar cane
administration Rs. 3.49
TOTAL COST Rs. 20
Company profit
Selling price = Rs.35
Retailers commission = Rs. 5
Cost of good sold = Rs 20
Profit = Rs 10
Profit percentage
Profit percentage = net profit /cost price*
100
= 50%
Promotion strategy
We have decided to use integrated marketing
communication in which there will be blend of
different marketing promotional tools that will
convey clear and consistent message of our product
to the customers. These Promotional tools will be:
Newspapers
Billboards
Promotional vans
Competition Overview
Direct Competitors :
Nestle (guava, grapes nectar)
Coca cola (pulpy orange)
Indirect competitor :
Coca cola
Pepsi
ADDRESSES OF MACHINERY AND
EQUIPMENT SUPPLIERS
Alfa Engineering Works
8, Annees Chambers Annex
Carnae Road, P.B. No. 1284
Mumbai – 400 001
[Link] Berry & Co.
65/11, New Rohtak Road
New Delhi – 110 005
Peenya Engineering Industries
492, 1 phase,
Peenya Industrial Area
Bangalore – 560 059
Future prospects
Will try to buy the patent of cane fresh
Diversification in other juices
Expansion in major cities of India
Thank you
