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1. EXECUTIVE SUMMARY:
Fokrul Food Products Ltd (FFPL) is a hypothetical start up. It is set by two techno-entrepreneurs who found opportunity to cultivate Strawberry fruit. (FFPL) choose Mohonpur region is suitable for cultivating Strawberry fruit. Our company decided to produce Strawberry juice and supply all area of Bangladesh. Fokrul Food Products Ltd (FFPL) will initially tie up with seven large retail chains as a private brand supplier for them. How ever it plans to enter all types of market with its own brand once it has stabilized its procurement base, production process and quality of products and generated enough financial resources. It plans to do this through both internal accrual and venture capital funding food processing company in Bangladesh within 5 years.

2. INTRODUCTION:
Fokrul food Products Ltd (FFPL) is first marketing strawberry juice in Bangladesh. Strawberry comes first Bangladesh from UK. Though Strawberry comes in 1996, but it was cultivated business purpose in 2005 in Rajsahi. Then day by day increasing the demand of strawberry in Bangladesh. For increasing the demand FFPL decided marketing strawberry juice.

3. SITUATION ANALYSIS:
FFPLs owner director analyzed the situation using the 4C frame work. 4C stands for customer, competitors, company and context.

a. Customers:
FFPL is entering its first year of operation. It has tied up sales with three large retail chain, which will be opening two hundred stores in three divisions (Dhaka, Chitagong, Rajsahi) of Bangladesh within one year. FFPL is also negotiating with another four large retail chain also start sales for another four division (Sylhet, Khulna, Barisal, Rangpur) of Bangladesh. Those retail groups sales this product all the division of Bangladesh and capture all types of customer within 2 years. When FFPL capture all types of customer in Bangladesh then FFPL try to export this product for international market by multinational company.

b. Competitors:
FFPL knows about some nursery which has been started cultivation about Strawberry fruit. Those nursery owners sales just Strawberry fruit not Strawberry juice. There have no Bangladeshi company produce Strawberry juice. It is first time in Bangladesh as Strawberry juice as Bangladeshi brand. But there have some international brand those brand have been sale by various reputed super shop not all the place of our country. After all FFPL has detailed analyses and found that a major competitive advantage is the assured access to good quality own nurserys raw material at a very reasonable cost and various types of packaging that other competitors have not made. So it possible for FFPL become a big Strawberry juice producer in Bangladesh and must success to earn a lot of profit present and future.

c. Company:
Started as a partnership company FFPL has total investment TK 10 core as the contribution from promoters, one has a background in food technology with about 10 years experience in the processed of food industry and other has experienced in the distributor of beverages and a good understanding about all types of market. The initial plan capacity is for cultivation 30 tons of Strawberry in a season and all the cultivated fruits will be used for producing juice. The plant will operate to 6 to 8 months in a year, due to the seasonal production of Strawberry.

d. Context:
The annual production of Strawberry in Bangladesh is estimated to be about 100 tons. Many lands are not used to cultivate Strawberry, because this fruit is uncommon and difficult to cultivate and many farmers do not know how to cultivate this fruit. Other problems of this fruit not available technology to cultivate Strawberry and shortage of Strawberry plant. So thats why it is limited production for shortage of cultivation. If its cultivation is increased at any way, it is possible to ensure our production and increasing production increase customer demand in our country and export market and we also can capture large scale of customer that will be made better success.

4. OUR MISSION:
Our organization exists to accomplish to have Strawberry juice. The purpose of our firm to serve all types of customer in our country within three years according to division basis. We try to create customers need and that need create customer demand about Strawberry juice. At least customer willingly want there have to think yes Strawberry juice is necessary for some important NUTRICY. We try to make this type of thinking in customer mind when willingly fill about our product then we will success about our mission.

5. TARGET MARKETS:
FFPL will tie up with large organized food distributor those distributor conveniencely capture 7 division of our country. Actually FFPL has targeted at first 3 division of our country. Our distributor firstly capture those three divisions main cities and high financial abilities customer and secondly capture middle category and than lower and poor level customer. When our distributor team success to fulfill 3 divisions then they will try to capture another divisions in this targeting way. We believe if we can use and manage our targeting system appropriately may be we can capture and success to our customer.

6. POSITIONING STRATEGY:
FFPL will position itself as a value for money brand, one that is tasty, reliable, trust worthily and fun to it. Its appeal will be healthy tasty, better nutrition and firm to eat.

7. MARKETING MIX:
a. Product: Beginning with Strawberry juice is 150 ML, 250 ML, 500 ML and 1000 ML
plastic bottle.

150ml plastic pack

b. Price:
It will offer value for money beginning our price for 150ml-10 TK, 250ml-20 TK, 500ml-35 TK, 1000ml-65 TK and our distributor and retail must be sale 150ml-12 TK, 250ml-25 TK, 500ml40 TK, 1000ml-70 TK and this retail price will be printed on the pack.

c. Place:
Initially FFPL will supply to their distributors directly and distributor sale 1st year in 3 division and capture all types of customer. 2nd, 3rd and 4th we capture all the division of our country in all types of customer.

d. Promotion:
The basic promotional route will be point of purchase material, attractive danglers placed near check-out counters and sample trial packs of 150ml each. This will be done only for the branded products for the all types of market the major thrust will be efficient supply chain management weekly visits two headquarters, and major outlets by senior personnel, including partners, continuous feedback and multiple contacts with distributors.

8. COMMUNICATION MIX:
a. Advertising:
FFPL has taken some steps for advertising about their new product. Since FFPL objective will supply in all types of customer. Our firm has taken three steps for advertising. One is newspaper advertising, we decide this advertising channel because we are new company and newspaper advertising cost is low from multimedia advertising. Actually our countrys maximum educated and high societys people regularly read newspaper. As a result in this way we can publish about our new product in those types of area. 2nd one is road show. Because road show is very acceptable and attractive advertising channel in modern age. This way we can publish and

4 understanding about our product in all types of people. And last one is radio advertising because radio advertising cost much less television advertising but also reaches fewer consumers.

b. Sales promotion:
Advertising often works closely with another promotion tool, Sales promotion. Sales promotion consists of short term incentives to encourage purchase or sales of a product. Sales promotion offers reason to buy now. FFPL contains cash refunds offering of strawberry juice to increase sales.

c. Public relations:
Public relation is a major mass promotion tool. FFPL will be organized special events to make public relationships such as ranging from news, multimedia presentation, educational programs etc.

9. PURCHASING RAW MATERIALS:

FFPL has decided purchasing raw material from their own nursery. As FFPL produce juice, so the main material is Strawberry fruit. FFPL has leased some land and decided to cultivate Strawberry and those cultivated Strawberry their main raw materials has producing Strawberry juice. So FFPL collect their main raw material that means Strawberry from their own nursery and other raw materials that are necessary for producing Strawberry juice will be purchased from suppliers who supply raw material at reasonable cost with best quality.

10. MANUFACTURING:
FFPL produce Strawberry juice from their own manufacturing factory. Strawberry juice will be produced with some elements those are necessary for producing juice. Those elements are pure water, Strawberry pulp, refined sugar citric acid, natural Strawberry flavor, beta carotene.

11. CUSTOMERS

BENEFITS:

Strawberry is one of the most delicious and nutritious fruit. It has the ability to remove harmful toxin in the blood. It is also recommended for sluggish liver, gout, rheumatism, constipation, high blood pressure, catarrh and even skin cancer. Strawberry is a rich source of folic acid, folic acid helps to prevent / reduce birth defects involving brain.

Nutritive Value: Per 100 gm.

Vitamin A : Vitamin B : Vitamin C : Calcium : Phosphorus : Potassium : Carbohydrates : Calories : 60 I.U Thiamine .03 mg. 60 mg. 28 mg. 27 mg. 220 mg. 8.3 gm 37

12. MARKET OPPORTUNITY AND ISSUES:

Assuming just about 150ml of consumption per year for about 60% of Bangladeshi 350,00,000 households, the market potential comes to about 3,150 tons per year. FFPLs current capacity about 2,500 tons per year. But FFPL will be trying to increase their production every year and try to capture Bangladesh full market coverage.

13. FINANCIAL OBJECTIVES:

Achieve sales of 1500, 2000 & 3500 tons in the 1st 2nd &3rd year respectively. Year 2011 2012 2013 Assumptions: The plant will run for eight months in the first year at 70% capacity ; for nine moths in the second year at 80% capacity ; and for nine months in the third year at 100% of the capacity. a) The realized prices average will be 66,667 tk. Per ton for the first three years. Sales(Tons) 1500 2000 3500 Taka 10,00,00,000 13,33,33,333 23,33,33,333

6 14. SALES: FFPL is first marketing strawberry juice in Bangladesh. FFPL has been decided to sell their product by using their distribution channel 1st year and they try to sell in 3 division and 2nd ,3rd years will be tried remaining 4 division in Bangladesh. Our 3 years sales forecast is given below:

Years 2011 2012 2013

Sales (tons) 1400 1950 3300

Taka 9,33,33,333 13,00,00,000 22,00,00,000

15. FINANCE AND HUMAN RESOURCE:

FFPL will be started by 10 investors. That investor contribute TK 10 core. In this amount about TK 4 core will be invested for cultivation strawberry fruit. About TK 50, 00,000 are invested for land. Remain the TK will be invested for factory rent, Manufacturing and Administrative cost. About 1400 permanent worker working in our Strawberry nursery. Without the permanent worker we also used extra seasonally worker when the season of Strawberry juice. Before produce Strawberry juice we appointed many skilled and non skilled persons based on needs.

16. CONCLUSION:
FFPL will be started the Strawberry juice. It is a big opportunity for FFPL. Because their are no competitors in Bangladesh market. If FFPL reached the target, it will be a big profitable company in Bangladesh. But some problems will be faced by company because many Bangladeshi peoples dont know what Strawberry is. Because Strawberry is a new and foreign fruit also Strawberrys price is high of other fruits. Though some problems are created we will hope FFPL successfully reached the target.

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