2. PRODUCT DESCRIPTION GIVE A BRIEF DESCRIPTION OF YOUR PRODUCTS
Juice is a liquid food product that is popular in almost every country in the world. The most common juices are squeezed from edible fruits of benign, ripe fruits and vegetables. However, there are juices obtained from the stalks,
roots, leaves of various edible herbs (for example, juice from celery stalks, juice from sugarcane stalks).
From the point of view of consumers, juices are traditionally divided into three types:
1)Freshly squeezed (freshly squeezed) juice. Juice that is produced in the presence of consumers using manual or mechanical processing of fruits or other parts
plants;
2)Directly squeezed juice. This is a juice made from good-quality ripe fruits and vegetables, pasteurized and poured into aseptic bags or glass containers.
3)Reconstituted juice. This is a juice made from concentrated juice and drinking water, which is sold in aseptic packaging and glass containers.
In our case, our workshop plans to produce recovered juices (concentrated). Concentrated juice is a product that is produced during the period
harvesting in regions of agricultural production of fruits and vegetables in specialized factories.
3. MARKET AND COMPETITOR ANALYSIS
The Kazakhstani juice market is one of the fastest growing sectors of the economy. Kazakhstanis began to drink more juices, which cannot but rejoice, as it speaks of
the growth of purchasing power and the fact that the domestic consumer is turning towards natural and healthy products.
According to the calculated data, the consumption of fruit and vegetable juices per person
a resident of Kazakhstan averages 8.4 liters per year. Including tropical juices -
11-12 liters. However, per capita juice consumption in Kazakhstan lags far behind
from the average indicators of developed countries:
USA - up to 70 liters,
Germany - 43-45 liters,
Finland - 18 liters (orange juice only),
Russia - 16-18 liters.
Among the main factors for the active development of the market are:
Growth of incomes of the population,
The process of Europeanization of food,
Awareness of the value of health,
Others.
Unique selling proposition (USP)
Due to the high supply of raw materials, the products of Real LLP will have the following undeniable advantages:
1)High quality products (Product)
2) Availability of price (Pricing)
Distribution (Place)
Promotion
Fill in the USP table
Name of product or service
+ What are you better than competitors in?
+ Why?
natural juices from fruits and vegetables
High product quality
Affordable prices
High-tech production of natural juices;
Use of high quality packaging;
Ensuring compliance with document flow and quality management requirements
1 Use of waste-free technologies in storage and conservation;
2 Diversification of production;
3 Variability of packaging;
4 Balanced seasonal sales policy.
3. MARKETING PLAN
The economic activity of the enterprise largely depends on the chosen and successfully implemented marketing strategy. The marketing strategy of Real LLP includes the following basic elements:
- optimization of pricing;
- advertising and promotion of products.
At the same time, the achievement of the designated goals is possible only with the effective use and professional combination of all marketing tools.
To determine the opportunities and risks of active promotion of products on
consumer market, we will conduct a SWOT analysis, the results of which are presented in
table.
Create a SWOT analysis of your project
STRENGTHS
WEAKNESSES
-a strategy of competitive
struggle
-Own production
goods and related
infrastructure
-availability of our own technology
juice production
-high qualification
management personnel
-turnover of qualified
staff
-Unbalanced
production capacity
-Weak motivation system
Staff
-undeveloped management system warehouse stocks
-Weak personnel policy
OPPORTUNITIES
THREATS
-weak strategic
planning activities
enterprise and its development
-Significant dependence
financial condition from external
factors
- threat of raider takeover
-entry into the market of larger
companies
-Efficient use
progressive production and
marketing technologies
-quality improvement
produced goods
- increase in the range and volume
marketable products, services
- expansion of activities.
