Sunkist Natural CafeREAL FRUIT JUICE

SUBMITTED TO:

NAUSHEEN HAMMAD

SUBMITTED BY:

MUHAMMAD NISAR

TOPICS COVERED IN PRESENTATION

SWOT Analysis

Key Planning Decisions₋ Advertising Objective₋ Target Audiences₋ Competitive Product Advantage₋ Product Position₋ Positioning Statement

Marketing/Seven P`s

Budget for Media

Project costing

Implementation and Tactics

Research Questions

PRODUCT POSITION

Good market share and reputation in European Countries

In Asian countries they started from Korea, Japan, Malaysia,

Singapore, etc.

Pakistan is also a populated country, So Sunkist has decided to open

their café

Previously they launched and distributed as a mass marketing but

fail to market it.

KEY PLANNING DECISIONS

SWOT ANALYSIS

Strength

Weaknesses

Opportunities

Threats

KEY PLANNING DECISIONS

ADVERTISING OBJECTIVE

To create the uniqueness of Sunkist cafe.

To create awareness of real taste of juice.

To create brand loyalty.

To increase sales.

TARGET AUDIENCES

Business class for informal meetings.

(Middle to upper class)

Youth Class

Families

Hanging or Dining out

KEY PLANNING DECISIONS

POSITIONING STATEMENT

“Real Fresh Juices change the environment”

OR

“Refresh yourself with fresh juices”

KEY PLANNING DECISIONS

MARKETING MIX

ProductCore product : Sunkist Juices

o Orangeo Appleo Cherryo Mangoo Pineapple o Strawberry

Product

Supplementary services: 

Donuts and cookies Arcade games Snooker Mini cinema

MARKETING MIX

Promotion

Electronic or Print Media

Magazines

Word of Mouth

Billboards and Posters

MARKETING MIX

ELECTRONIC MEDIA

MAGAZINES

BILLBOARDS

SUNKIST CAFÉ

Tariq Road

PECHS

Shah - re -

Faisal

PlaceMARKETING MIX

D.H.A

SUNKIST CAFÉ

Near KaybeesMUHAMMED ALI

SOCIETY

Tariq

Road

PECHS

Shah-re-Faisal

Families

Youth & Families

Youth Class

Business Class

D.H.A

Tariq Road

PECHS

Price Affordable for targeting class Range b/w Rs.70 - Rs.150/juice

PeopleStaff includes:

Manager Cashier/Accountant Cooks and Waiters Guards and Peon

MARKETING MIX

TRAVELLING JUICES

Physical Environment

Friendly and cooperative environment

Separate area for business class

Light music for youngsters

MARKETING MIX

BUDGETActivity Time Cost Target Mkt

TVC Ads(Per minute rate)

Geo TV

07:30-08:59 Rs.7500/= Business Class

12:00-17:00 Rs.16,000/= Families

Hum TV

Morning (09:00 - 14:00) Rs. 50,000/= Business Class

Prime Time(19:30-21:59) Rs. 200,000/= Families

Branding with Sitcoms Rs.200,000/= Youth Class

Co-Sponsorship Rs.150,000/= Youth Class

NewspaperJang khi

(half page rates)

Weekdays Rs. 293,760/=

Everyone

Sunday Rs.348,040/=

Poll size banners Few billboardsSpecific place

Rs.500,000/=Rs.150,000/=

Everyone

Posters in stores Superstores Rs.50,000/= Everyone

Activity Time Cost Target Mkt

TVC Ads(Per minute rate)

Geo TV

07:30-08:59 Rs.7500/= Business Class

12:00-17:00 Rs.16,000/= Families

Hum TV

Morning (09:00 - 14:00) Rs. 50,000/= Business Class

Prime Time(19:30-21:59) Rs. 200,000/= Families

Branding with Sitcoms Rs.200,000/= Youth Class

Co-Sponsorship Rs.150,000/= Youth Class

NewspaperJang khi

(half page rates)

Weekdays Rs. 293,760/=

Everyone

Sunday Rs.348,040/=

Poll size banners Few billboardsSpecific place

Rs.500,000/=Rs.150,000/=

Everyone

Posters in stores Superstores Rs.50,000/= Everyone

BUDGET

PROJECT COSTING

Marketing P`s Cost Product:

Core products Rs.45, 000 Supplementary products Rs.25, 000

---------------

Rs.70, 000 approx--------------

Additional services:

 

Mini cinema (LCD or projector) Rs.50,000Arcade games Rs. 60,000Snooker Rs.30,000

---------------

Rs. 140,000 approx----------------

Services Prices

Donuts 60/- to100/-

Cookies 80/-

Gaming Zone 150/- per hour

Snooker 200/- per game

Mini Cinema Free

Marketing P`s Cost Place:

Muhammad Ali Society near Kaybees (Posh Area) Rent place : 1lakhOwn : 1c – 3c

• Price:

PROJECT COSTING

Marketing P`s Cost

People

PROJECT COSTING

No. Employee Salaries Total

1 Manager Rs. 16,000 Rs. 16,000

1 Cashier/Accountant Rs. 9000 Rs. 9,000

3 Cooks n Waiters Rs.6000 Rs.18,000

1 Guards Rs.5000 Rs.5,000

2 Peons Rs.6000 Rs.12,000

Total Rs.60,000

Marketing P`s Cost

Physical Environment:

Interior setup

Lights (fancy and simply) Rs.100,000

Furniture (chairs, Sofa, tables) Rs.300,000

Equipment (Fridge, Freezer) Rs.50,000

--------------Rs.500, 000 approx---------------

PROJECT COSTING

Marketing P`s Cost

OVERALL SCENARIO

PROJECT COSTING

Marketing P`s Total Cost

Product Rs.100,000

Place (Rent) Rs.100,000

People Rs.60,000

Physical Environment Rs.500, 000

Additional Facilities(Initially) Rs.140,000

TOTAL Rs.900,000

QUESTIONS ???