Chapter 1 Executive Summary Key elements of the plan The business is of a Delhi based fruit juice shop.

It comprises of six partners and eight employees. The business deals in a new and wide variety of juices, shakes and traditional drinks of India. Store design that will be both visually attractive to customers, and designed for fast and efficient operations. Employee training to insure the best juices preparation techniques. Marketing strategies aimed to build a solid base of loyal customers The products we serve are of the highest quality. We combine this quality with great service and atmosphere Customer satisfaction with high quality juices and services Competent management staff who makes the juices and shakes fresh and good quality Location is our key success factor means that on GT road Rah wali is very suitable for our business. Management that treats every employee equally. We create an atmosphere where employee's love coming to work and can earn good money. Our commitment to providing excellent quality Juices at all times Excellent Customer Service. Quick delivery and each customer will be treated as would an honored guest in our homes The best products - freshest, cleanest premium serving Product quality. Not only great food but great service and atmosphere The creation of a unique, innovative, upscale atmosphere that will differentiate Fresh juice daily will give customers a unique experience as well as excellent product. Maintain good relationships with reliable supplier BUSINESS DESCRIPTION Our business name is Juice Hut and we have different varieties in juices and ice creams and traditional drinks as well in our juice Hut. Juice Hut is providing the totally fresh juices and shakes and traditional drinks as well so from the last few years. People are very much conscious about their health and mostly people like the fresh juice rather than the pack drinks. Product and services Fresh Juices: We make fresh juices 15 flavors in juices available throughout the year Pineapple; Mango, Apple, Sweet lime, Chanab (orange & mossambi), Cocktail, Carrot Watermelon, Tomato, Fresh lime soda, Fresh lime water, Vegetable juice, Grey fruit Grape, Cocktail special Seasonal juices: In seasonal juices we initially introduced Pomegranate (anar) Strawberry Lichee cherry Peach Plum Seedless grape. Milk shakes: 13 flavors of Milk shake Apple ,Pineapple , Banana, Vanilla, Chocolate, Rose, Raspberry , Rooh Afza , Cold coffee ,Chic choc milk shake, Butterscotch milk shake , Cold coffee with ice-cream, are available throughout year .

Seasonal milk shakes: Seasonal milk shake is available in 8 flavors Strawberry, Lichee, cherry, Peach, Plum Fresh Anjeer, Dates. Dry Fruit Milk Shakes: Our Dry Fruit Milk Shakes include Kaju milk shake, Anjeer, Badam pista, Kaju Anjeer, Badam pista illachi Falooda: Falooda is also available in 7 flavors include Butter scotch Falooda, Mango, Dry fruit chocolate, strawberry, Anjeer, Mix fruit. Falooda with fresh cream Falooda with fresh cream is available Butter scotch Falooda cream, Mango Falooda cream, Dry fruit Falooda cream, chocolate Falooda cream, strawberry Falooda cream, Anjeer Falooda cream, Mix fruit Falooda cream Our specialty Our specialty is in Badam pista with fresh cream, dry fruit with fresh cream , Anjeer with fresh cream, Kaju Anjeer with fresh cream. Fruit with fresh cream: Fruit with fresh cream Mix fruit cream Apple cream, Chikku cream, Banana cream, Vanilla cream , Butter scotch cream Seasonal fruit with fresh cream: In Seasonal Fruit with fresh cream we are introducing a variety of 10 flavors Custard Apple cream , Mango cream ,Strawberry cream ,Fresh Anjeer cream Lichee cream, Cherry cream ,Chocolate custard apple cream, Kesar custard cream, Kesar Mixed fruit cream, Peach cream. Fresh fruit with ice cream Fresh Fruit with ice cream, Mix fruit with ice cream, Mango fruit with ice cream, Custard apple with ice cream, Strawberry with ice cream, Lichee with ice cream, Jelly with ice cream Dry fruit with ice cream Fruit Bowl Mango bowl, Custard Apple bowl, Lichee bowl, Strawberry bowl, Jelly bowl. Sharbat Sharbat Rooh afza, Rasberry, Rose, Shikanjee. Product Differentiation Uniqueness of Our Product and Services We are providing the huge range of products in local market before no one local has a large number of Variety in this field so that we have a comparative edge on other juices shops. Point of difference 100% pure juice 98 different flavor

Target market Juice Hut currently targeting sensory and worries segments. For every segment juices Hut has made its product. Juices Hut targeting the all customer who include in both segment sensory and worries. Juices Hut targeting all customers those are health conscious and seeking benefit in the product. Juices Hut provides juice with different flavor and traditional drink to fulfill the need of customer of every segment.

Chapter 2 Objectives of the business plan OBJECTIVES Become as the Best Juice Shop in Delhi Improving the customer satisfaction through the good quality of products. Turn in profits from the first year of operations. The creation of unique, innovative and healthy products that will differentiate Juice Hut from local juice shops. Four new Outlets in next five years in city. Net profit Margin of 45% or more in next three years To exceed 6 million in annual sales by the third year of plan implementation. Mission Establish Juice Hut as the Local leading source of healthy energy in the form of freshly blended juices and creamy with an uncompromising commitment to making a difference through our values Vision Explore all over the India from Fresh juices, providing for all their needs always with the assurance of outstanding quality.

Chapter 3 Management team Management Summary We Juice Hut is a small shop owned and operated by SHUBHAM, AYUSH , SUMEET RAINA, and SHAILJA VASISHT and NAMITA SOOD, as a partnership. Shubham Sood is HR personnel and holds all employees as well as their pay roll, incentives, rewards and applies motivation tools to increase their efficiency. Ayush Sood is a finance manager and accountant. Sumeet Raina is a marketer and designer of the shop as well as interior designer. Sarwat is assistance of Shailja and manages financial work under her manager. Namita is operational manager and manage all products as well as customer relation and manages the store. These partners do not have extensive experience in this and related industry but they have business knowledge and they know, they can manage their business. They all have knowledge about their duties and jobs. Management style The company's management philosophy will be based on responsibility and mutual respect. Our management style reflects the participation of the owners; we are not very hierarchical, and encourage all employees to learn as much as possible about all aspects of the business. Juice Hut has a very strong organizational culture. It believes on teamwork. The structure is very flexible. We respect its community of co-workers, and will treat all workers well. We well maintain an environment and structure that will encourage productivity and respect for customers and fellow employees. Additionally, the environment will encourage employees to have fun by allowing creative independence and providing challenges that are realistic and rewarding. Its a family business, we understand that our tea tenders, cleaners, and other help are not just workers; they are people with their own lives, personalities, and hopes. So it is important to us that they enjoy their jobs and feel well-rewarded for their work. Our business culture There is a tight internal control in the organization. The check and balance system is also very strong in the organization. Nobody is allowed to violate the said principles of organization. Due to this check and balance system they can make corrections in their plans. If the plan is not working well and the targets are not achieved, the managers know it at a right time and they can make it well. No one is allowed to violate his powers.

Chapter 4 Environmental scanning of the business (A) INDUSTRY ANALYSIS FMCG Growth: urban and rural

In 1997, the Indian food market was placed at Rs. 2,75,000 crores, three quarters of which was fresh food, 15% semi processed, and just a tenth processed. In terms of volume, processed food accounts for just 2% of the total output. Today time pressured unitary families ensure that the foodprocessing sector grows at a phenomenal rate. The demand is ever increasing and the supply is constantly evolving new market players. In fact, the research study indicates that most of the money flowing out of an individuals purse is spent on food and beverages. BREAK-UP OF PER CAPITA SPEND Processed food being tokened as convenient and hygienic almost-ready meals offer a lucrative market especially in the much growing and talked about beverages sector. Beverages constitute all of cold drinks like Coke & Pepsi, hot beverages like tea, coffee and milkfood drinks, squashes and syrups, mineral water, tetrapack drinks. Share of each being:
Others 13% Clothing and footw ear 10% Rent, fuel & pow er 10% Transport & Comm unicat ion 13% Food & beverages 54%

Softdrink concentrates Tetrapacks 1% 6% Cold drinks 49% Hot beverages 40% Mineral w ater 2% Squashes & Syrups 2%

Hot beverages include tea, coffee and milkfood drinks Even as the two soft drinks stalwarts Coca-Cola and Pepsi are slugging it out, Rs. 400 crores tetrapack market is abuzz with activity. Frooti, the pioneer in the tetrapack market of India began the trend for fruit drinks. It continues to be the leader with Jumpin, Real and Onjus following it.

Rest 10% Godrej Foods 20%

Parle Agro 70%

Parle Agro includes Frooti , Appy, Pingo Godrej Foods constitutes Jumpin Rest include Treetop, Volfruit, Onjus, Real etc. Tetrapacks which account for 10% of the total Rs. 4000 crores drink market have been growing at the rate of 20%. It is divided into three segments viz., Fruit Drinks, Juices and Nectars. According to the stipulations by the Government FPO Act, all products containing fruit content less than 20% of total product should be branded as fruit drink; in the case of oranges, the stipulation is upto 40% of the total content to qualify as a fruit drink. Fruit content of more than 20% but less than 85% qualifies for the tag of nectar; in the case of oranges it has to be more than 40% and less than 85%. And finally, to qualify for the tag of fruit juice, the fruit content has to be more than 85%. Going by this qualification, the bulk of the products in the market fall in the fruit drink category, with a few in the nectar range and still fewer in the fruit juice range. Apart from Parle Agros Frooti, Appy, Pingo, Godrej Foods Jumpin, Lipton Indias Treetop; popular brands such as the Rasna range and Kissan squashes fall in the fruit drink category. Pepsis Slice

(mango), canned juice segment comprising of brands like NAFED, Noga, Midland, Mohan Meakins God Coin and Druk qualify as fruit nectars. However, ETLs Onjus (34% market share) and Dabur Indias Real quality to be the major contenders in the fruit juice market.

(B) SWOT of the competitors The following are strengths and weaknesses of the major competitors.
Booster juice master This juice shop is located in kashmiri gate and is known for its quality and service to the customers. Booster juice will be soon coming up with branches in other nearby areas.
o o

Strengths: The main strength of booster juice master is that it is the only business in Delhi that caters to the quality juice market. It also has very reasonable prices. Weaknesses: The primary weakness of booster juice master is that it does not sell ice creams and shakes. Syrups are also not of good quality.

Juice point Juice point is located at Chanakya Puri. It is a famous juice shop selling variety of juices and shakes at low prices. One major limitation of the shop is that it does not have sitting arrangement for people and also is uncovered which becomes its major drawback during summers.
o o

Strengths: The main strength of juices sold by juice point is their low price and the convenience to the shopper in buying juices while doing their shopping. Weaknesses: The main weakness of juices sold by juice point is that they do not sell quality juice and prefer to sell the more inexpensive brand with lower quality taste.

Chawla juice bar Its a juice point that is located at many of the metro stations in Delhi. It is planning to create many juice hubs in various malls of the city. Chawla juice has come up with a variety of shakes this summer. o o Strengths: Main strength of juices and shakes sold by chawla juice bar is the location and convenience and low price. Weaknesses: chawlas weakness, like booster juice master, is that they do not sell quality syrups. Also, the shakes business is not their primary focus.

Goldy juice centre It is located in Govindpuri extension. This is the only branch as of now. o o Strengths:The main strengths are that it deals in a variety of juices and shakes. it provides good quality ti its customers. Weaknesses; The main weakness is its location.

(c)Opportunities and reasons for entering into the business Changing Social Trend

Consumers in drink fresh juices on a regular basis as they increasingly concentration adopts Western lifestyles, especially the younger generation which is hugely influenced by the Western media. Younger consumers tend to follow Western eating and drinking habits. There was an increase in demand for functional drinks over the review period Health conscious Increasing health and hygiene awareness among India is has greatly increased sales of fruit/vegetable juice. Both the government and the media have started health awareness campaigns to make India is realizes that consumption of fruit/ juices is as essential as eating food. Fruit/ juices are doing very well in both urban and rural areas Market growth Juices market expands very fast .A new research proves that in future (2012) every person use 85.5 liters juices per years. Limited options in real fruits juices: Limited options in locally produced real fresh fruit juices (D) Limitations of the business This is very beneficial for those people who believe in quality and hygiene factors. However, due to some financial constraints lower income group people may not go for consuming juice from this juice hut. Only rich and affluent people will be ready to avail their services. Sometimes, the staff of these agencies are not motivated enough and as a result may end up giving you unsatisfactory cleaning (E) STRATEGIES FRAMED TO OVERCOME ENVIRONMENTAL CHALLENGES: Store design that will be both visually attractive to customers, and designed for fast and efficient operations. Employee training to insure the best juices preparation techniques. Marketing strategies aimed to build a solid base of loyal customers The products we serve are of the highest quality. We combine this quality with great service and atmosphere Customer satisfaction with high quality juices and services Competent management staff whose makes the juices and shakes fresh and good quality Location is our key success factor means that on GT road Rah wali is very suitable for our business. Management that treats every employee equally. We create an atmosphere where employee's love coming to work and can earn good money. Our commitment to providing excellent quality Juices at all times Excellent Customer Service. Quick delivery and each customer will be treated as would an honored guest in our homes The best products - freshest, cleanest premium serving Product quality. Not only great food but great service and atmosphere The creation of a unique, innovative, upscale atmosphere that will differentiate Fresh juice daily will give customers a unique experience as well as excellent product. Maintain good relationships with reliable supplier Repeat customers.

Chapter 5 Manufacturing and operations A. LOCATION OF PRODUCTION FACILITIES

Juice hut will be located in south extension market which experiences a high volume of traffic on a daily basis. According to a study by (Traffic Volumes, 1995), approximately 48,300 vehicles pass through this location on a daily basis making it an ideal location for business. Also many colleges and institutes are located there and families also visit that place for shopping. Therefore it will have a variety of customers. A 240 square foot drive-through facility will be built on a privately-owned commercial property which will also include parking facilities, landscaping, and a small sitting area. Other major businesses located nearby are MC DONALDs , YO CHINA, PIZZA HUT and many others. who will

B. CAPACITY OF THE EXISTING FACILITIES As the business is still in the introduction phase it has limited assets and 8 employees be serving the customers in south extension area only.

C. PLANS FOR EXPANSION Once our business gains some momentum we have plans to expand to nearby areas like lajpat nagar, defence colony, sarojini nagar etc by 2015 . By 2018 we will expand our business in order to cater to the marriage functions and other small events. D. PRODUCT MODIFICATION As per product modification is concerned we will be soon entering into sale of pizzas and burgers etc. We will also sell smoothies and chuski(shaved ice) with a variety of flavours.

Chapter 6 Personnel strategies

A. Personnel needed to manage the business The Personnel Plan chronicles the growth of the organization to five partners and approximately 8 employees as helpers etc. Future years may require a few additional people besides those indicated, depending on the growth of the company. Qualities well need

High degree of adaptability Unquenchable thirst for knowledge and innovation Superb communication skills The ability to assume control in any field

A. Experience and expertise of the existing personnel The management will consist of six partners SHUBHAM SOOD who is an MBA (HR). AYUSH SOOD is a accounts manager having one year of experience in the field of finance. SUMEET RAINA is also an MBA (marketing) a fresher. SHAILJA VASISHT a financial manager and is graduate in B.COM (H). NAMITA SOOD a customer relationship and operations manger, she has the diploma in same field from YMCA institute. (Resumes of the Partners Are Attached In the Appendices) Other than the partners the firm employs 8 workers who will be allotted various other works like cleaning the tables, serving the customers some will help out for making juices and preparing material, also one of them will see to the parking of vehicles . The employees are well versed all the tasks and have achieved training for the same. B. Training needs of the existing personnel There are a variety of methods for training your staff. One way is to explain new employees in detail what they are expected to do.

10

As your new employees can accompany more experienced employees and learn from observation, means they can watch over each other. It has been shown that this leads to lower instances of accusations of theft and other errors on the employees' part.

Its important to think of training as something that goes on forever, as long as the employee stays on the job. Apart from training the personnel on the actual work they should be trained for cleaning, cooking, and gardening. C. Hiring needs in short run and long run Short run Of course, the people we will hire to do the cleaning work are going to be a critical aspect for the success of our business. In the short run we are going to set up a list of desired characteristics for our prospective employees. We would define a set of core competencies for our employees. These employees will have access to our clients houses, so we would make sure theyre honest and reliable. Its a good idea to do a background check on each applicant, to check if they have any criminal convictions, etc. All the other aspects of work can be taught by training but honesty and integrity comes from within. Long run As the business would expand there would be a need to hire additional employees who may be required to be skilled in other dimensions of cleaning like carpet cleaning, kitchen cleaning etc as per the needs and demands of the customers. In the long run we can also get references from our employees. Whoever they are and whatever their background, if they cannot supply us with at 3 least former employees or even family members or friends who are willing to vouch for their character this is a bad sign and we would definitely not hire them. Once we have the references we would contact them as well.

11

Chapter 7 Marketing Research (A) MARKET CONDITIONS Existing demand of the target market1 Estimated juice market in India is worth RS 600 Crore.So with an ever-growing customer base of Middle- Class, juice making companies will have wider access to consumers who can shell out money to buy juices.

So we can say with ever increasing disposable income and increasing awareness
1

www.scribd.com

12

among consumers there is immense potential in Juice market in upcoming years Competition a. There is competition from companies supplying juices like real and Tropicana. b. Other local juice shops in that region. Strengths and weaknesses of the Industry- barrier to entry Strengths 1. Basic consumer neeed 2. Large growing market 3. Different flavours and packages 4. Low costs 5. Non alcoholic Weaknesses 1. Negative claim 2. Traditional preservations 3. Narrow range of materials 4. Health issues Barrier to entry In the fruit juices industry there are high entrance barriers because there are big companies that have economies of scale because of the great amount of products they sale, and this companies have machinery to make a lot of juices of different fruits and vegetables, making it easy for big companies to have economies of scale. Many of these companies not only make fruit juice, but have products like water, sodas, alcoholic beverages, vegetable juices, and other beverages. These make the entrance difficult for new companies, especially small ones that cant compete with the low prices. The capital requirements for new entrants is high because companies already established are big companies, such as Jumex, Campbells, Herdez, Jugos del Valle, Gerber, Valle Redondo. These are big companies that have been in the industry for several years, and the brands are already known for consumers, this is what makes it difficult to compete against them.

13

CHAPTER 8 MARKETING PLAN Distribution strategy To build unique distribution system that provides ubiquity at low cost. To build high speed, efficient and vertical integrated manufacturing capabilities to gain low cost advantage. To reduce energy consumption during production To increase advertisement activities. To redesign packaging to a more attractive and familiar. To make innovation in product so that it become more portable and in convenience oriented form. To improve product quality as ever provide Price Strategy Juices Hut set it juices price on value pricing method. juices Hut selling its juices at price added cost and prifit margin and also keep in mind the key competitors price. Juices Hut provide it customer quality fresh juices that provide customer good health and enjoyement. Juice Hut are available?flavored. Juices Hut is a main objective that its responsibility to provided best quality who they promised to their customers and they fulfill their promised. Juices Hut is a big price objective that they provided high quality and taken premium price to its customer. Juices Hut contain maximum profit margin is another objective of pricing strategy. juices Hut provided superior value to their customer who they promised throwing advertising. Promotion Strategy Juice Hut use different sources to communicate their target market like LOCAL CABLE, NEWSPAPERS, and BILLBORD etc. When they launch any scheme in juices they use pamphlets to aware their customer. Juices Hut uses the following media channel to attract the customer and give full information about juice hut. The main objective to create awareness about juices Buck through different media and produce recall and reorganization.

Ads in Local Cable channel Juices Hut give ads on different local cable channel at different time. Juices Hut management also keeps in mind that their competitors use what channel and what time they give ads. Juices Hut management also keeps in mind what type of customer they attract and what time they sit before TV. Juices Hut different time on different channel to keep in mind the target customer TV watching time juices Hut give ads in in cable channel that operate in Delhi. That cable covers all most all areas in Delhi. So in this way juices Hut exposure more its element and produce awareness that creates recall and reorganization. News papers

14

Juices Hut advertises their juices through news papers. Large numbers of customers have reading habits of news papers, so juices Hut use the media of news papers to attract their customer. Juices Hut management also keep in mind that their competitors use what type of news paper and what time they give their ads. Billboard Juices Hut attracts their customer through billboard. Juices Hut selects the location for Billboard in Chock Bypass and those places where large numbers of customer easily attract. Value chain

Supplier

Formation

Juice Hut

Customer

We bought our raw material on daily basis from fruit market as well as dry fruit and dairy. We bought all things in the form of fruit and cream on early morning and bring into our kitchen through our own van. Here we make different type of juices according to our recepies. Some of them make on the spot according to customer demand. But and serve to our customer on demand. The distinctive competence of Juice Hut is its ability to create unique tasting flavors which none Of its competitors are able to do. This core competence leads to its competitive advantage of being a Beverage manufacturer of unique flavored drinks. Presently Juice Hut has lot of unique tastes which is currently absent in the other beverage companies. Such unique flavored soft drinks are Juice Hut ability to create different and previously unheard-of drinks successfully. It is through this that we have managed to Suppliers Own outlet End Customer. We have strong brand loyalty with consumers, because it is a unique taste that consumers demand for when they choose a drink, and oftentimes when Juice Huts one drink is not available, brand loyal consumers will settle for anything. we do not have inventory system because we focus on fresh juice. So we cannot invent our fruits more than two days at any cost. Product strategy Juice Hut provides high quality and excellent taste in their all type of juices. Juices Hut provides the different type of juices to customer with different flavor and taste to satisfy the customer need. Juice Hut taste and flavor is according to the customer expectations because it use fresh fruit and prepare at the sport juices which is full of vitamin and nutritious. Good Quality is our guarantee and juices Buck promised to the customers that we stop the product rather to low the quality of product. Juices Buck provide

15

Fruit juices 1. Pineapple 2. Mango 3. Apple 4. Sweet lime 5. Chanab Kinnara (orange & mossambi) 6. Cocktail 7. Carrot 8. Watermelon 9. Tomato 10. Fresh lime soda 11. Fresh lime water 12. Vegetable juice 13. Grape, 14. Seasonal juice 15. Pomegranate (anar ) 16. Strawberry 17. Lichee 18. Cherry 19. Peach 20. Plum 21. Seedless grape Shakes 1. Milk shake 2. Apple 3. Pineapple 4. Banana 5. Vanilla 6. Chocolate 7. Rose 8. Raspberry 9. Rooh Afza 10. Cold coffee 11. Butterscotch milk shake 12. Cold coffee with ice-cream 13. Seasonal milk shake 14. Strawberry 15. Lichee 16. Cherry 17. Peach 18. Plum 19. Fresh Anjeer 20. Dates 21. Dry Fruit Milk Shake 22. Kaju milk shake 23. Badam pista 24. Kaju Anjeer 25. Badam pista illachi Faloodas 1. Falooda plain 2. Butter scotch Falooda

16

3. Mango Falooda 4. Dry fruit Falooda 5. Chocolate Falooda 6. Strawberry Falooda 7. Anjeer Falooda 8. Mix fruit Falooda 9. Kulfi Falooda 10. Falooda with fresh cream 11. Butter scotch Falooda cream 12. Mango Falooda cream 13. Fruit Falooda cream 14. Chocolate Falooda cream 15. Strawberry Falooda 16. cream Anjeer Falooda 17. cream Mix fruit Falooda Creams- Hut Specialty 1. Badam pista with fresh cream 2. Dry fruit with fresh cream 3. Anjeer with fresh cream 4. Kaju Anjeer with fresh cream 5. Fruit with fresh cream 6. Mix fruit cream 7. Apple cream 8. Chikku cream 9. Banana cream 10. Vanilla cream 11. Butter scotch cream 12. Custard Apple cream 13. Mango cream 14. Strawberry cream 15. Fresh Anjeer cream 16. Lichee cream 17. Cherry cream 18. Chocolate custard apple cream 19. Peach cream Fresh Fruit with ice cream, 1. Mix fruit with ice cream 2. Mango fruit with ice cream 3. Custard apple with ice cream 4. Strawberry with ice cream 5. Lichee with ice cream 6. Jelly with ice cream 7. Dry fruit with ice cream Traditional drinks 1. Chatee De Lasee 2. Mango lasee 3. Strawberry lasee 4. Sweet Lasee 5. Salted lasee 6. Alu bhukra ka Sharbet 7. Emblee ka Sharbet

17

8. Rooh afza/Rasberry 9. Shikanjee STP STRATEGY (SEGMENTATION, TARGETING, POSITIONING) Segmentation Market segmentation divides the market into distinct groups of homogeneous consumer who have the similar need and consumer behavior and who require the similar market mixes. We are going to segment the juices Hut on bases of Behavioral Segmentation. Behavioral segmentation bases are often most valuable in understanding branding issue because they clear strategic implication. In Behavioral segmentation we segmentation the juices Buck on tree bases which are given below Sensory segment: In this segmentation those customer include who want to buy product on flavor and product appearance bases. So juices Hut segment those customers who want to see different flavor in juices. Worries segment: In this segment customer see what benefit provide the product and they more conscious toward the product. Juices Hut segments that customer who are health conscious and buy those juices that provide more energy and improve their health.

Targeting On the basis of Behavior Juice Hut has segmented its product. Juice Hut currently targeting sensory and worries segments. For every segment juices Hut has made its product. Juices Hut targeting the all customer who include in both segment sensory and worries. Juices Hut targeting all customers those are health conscious and seeking benefit in the product. Juices Hut provides juice with different flavor and traditional drink to fulfill the need of customer of every segment. Juices Hut targeting market customer areHealth conscious Benefit sought Family Age 16-45

Income Rs 1000 or more The juices Hut primary targeting customer young customer those are more health conscious and seeking benefit in the product. Positioning Positing strategy is at the heart of marketing strategy. It is the act of designing the company offer and image so that it occupies a distinct and valued place in the target customer mind. Juices Hut want to create an image in the mind of customer that juices Hut provide you fresh juices with Excellent Quality, Taste, energy and Nutritious. Juice Hut give good quality juices with great vitamin that help you to maintain good heath. Juices Hut want to create image that juices maintain your heath and provide you good quality fresh juices. Juices Hut main objective in positioning strategy to insure that juices Hut have excellent Quality, Taste and full of nutritious.

18

Point of parity Fresh juices Packaging facility

Point of difference 100% pure juice 98 different flavour

This is the point of differentiate that juices Hut always provide good and pure juices which is fit for human body Brand element Name Juices Hut is the brand name and Hut means mixture of juices, that show juices Hut provides lot of different flavors and variety to their customer. Slogan & logo Slogan is the short phrase that communicates descriptive or persuasive information about the brand. Enjoy Zindage slogan of juice Hut. The slogan shows that juice Hut relies that it provides that adds pleasant moment in your life. Logo

Juice Hut logo

19

Chapter 9 Financial plan

20

Year 2011 Sale Forecast Income Statement Balance Sheet Year 2012 Sale Forecast Income Statement Balance Sheet Ratio Analysis of both years Break even Analysis

12 months sales forecast 2011

21

22

Juice Hut Income Statement for the Year ended 31 dec 2011 Revenue: Net Sales Cost of Goods Sold: Beginning Inventory Add: Purchases Freight-in 0.00 900,000.00 150,000.00 1,050,000.00 25,000.00 1,050,000.00 2,467,800.00 3,517,800.00

Less: Ending Inventory Cost of Goods Sold Gross Profit Expenses: Advertising Maintaince Salaries Building Rent Repairs Depreciation Office Expenses Miscellaneous Professional Fees Telephone Utilities juicer and shaker Bowl and Glasses

800,000.00 30,000.00 90,000.00 360,000.00 15,000.00 163,400.00 20,000.00 10,000.00 70,000.00 36,000.00 99,000.00 60,000.00 10,000.00

1,763,400.00 Net Income 704,400.00

23

Balance Sheet Currents Liabilities Supplier 80000 Currents Assets Cash and cash equivalents Inventories Bank 100000 25000 3540180

Equity 5000000 Shubham sood 1250000+176100 Ayush sood 1250000+176100 Sumeet 1000000+140880 shailja 750000+105660 namita 750000+105660 Total

1426100 1426100 1105660 855660 855660 5749180

Fixed Assets Building Freezer Furniture and fixture Computer Van Total

800000 54000 500000 30000 700000 5749180

12-month sales forecast 2012

24

Juice Hut

25

Income Statement For the year ended 31 dec 2012 Revenue: Net Sales Cost of Goods Sold: Beginning Inventory Add: Purchases Freight-in 4,381,500.00

25,000.00 1,400,000.00 160,000.00 1,585,000.00 35,000.00 1,585,000.00 2,796,500.00

Less: Ending Inventory Cost of Goods Sold Gross Profit Expenses: Advertising Maintaince Salaries Building Rent Repairs Depreciation Office Expenses Miscellaneous Telephone Utilities Juicer and shaker Bowl and Glasses

800,000.00 35,000.00 90,000.00 360,000.00 18,000.00 163,400.00 21,000.00 20,000.00 38,000.00 115,000.00 63,000.00 13,000.00 1,736,400.00 1,060,100.00

Net Income Balance Sheet

1,060,100.00

26

Liabilities Currents Liabilities Supplier 70000

Assets Currents Assets Cash and cash equivalents Inventories Bank

100000 35000 4580280

Equity Shubham Ayush sumeet Shailja Namita Total

5000000 1426100+265025 1426100+265025 1105660+212020 855660+159015 855660+159015

1691125 1691125 1317680 1014675 1014675 6799280

Fixed Assets Building Freezer Furniture and fixture Computer Van Total

800000 54000 500000 30000 700000 6799280

Ratio Analysis Year 2011 Return on Investment = Net Income\Total equity = 704400\5000000 = 14.088%

27

Gross Profit Margin= Gross Profit \ Net Sales = 2467800\3517800= 70.15% Net Profit Margin= Net Profit \ Net Sales =704400\3517800= 20.02%

Year 2012 Return on Investment = Net Income\Total equity =1060100\ 5000000 = 21.202% Gross Profit Margin= Gross Profit \ Net Sales = 2796500\4381500=63.82% Net Profit Margin= Net Profit \ Net Sales = 1060100\4381500=24.19%

Break Even Sale3517800 Less: variable cost Purchases 900000 Fright in...150000 Maintain.... 30000 Repair..15000 Office Expense.20000 Utilities.99000 1214000 Contribution margin2303800 Fixed Cost Advertising800000 Salaries...90000 Building Rent.360000 Depreciation...163400 Miscellaneous.10000 Professional Fees.70000

28

Telephone36000 Juicer and shaker..60000 Bowl and Glasses.10000 Total Fixed cost ..1599400 Contribution margin ratio= 2303800/3517800 = 0.65 Break Even in Rs= Fixed Cost/ Contribution margin ratio 1599400/0.65 = 2460615 Sale

Chapter 10 Risk in the business The following can be the Risks in the business. Increase in competition There is large competition in fresh juices market in south west region. Low price There are many local fresh juices competitor in India that provide juices at low price, so that customer whose are price conscious they attract in the competitor side. Labor costs Increase labor cost like India govt. fix minimum employee wages. Inflation rate Increase in inflation rate is very fast. In 2011 expected inflation rate 23.3%.

29

CHAPTER 11 IMPLEMENTATION PLAN Implementation schedule We are planning to start juice hut business in the month of January next year.

It will be based in south extension i.e the south west region of delhi .From this place; we will be managing all our operations. Our business success will be depending upon the quality of our services so we attempt at providing the best experience to our customers.

Months Availability of finance Constructions of locations Preparing the space Marketing strategy implemented Hiring full time managers Opening of the company March 2011 June 2011 September 2011 Oct-Dec2011 December 2011 Jan 2012

BIBLIOGRAPHY Graham J .Hooley, Marketing Strategy and Competitive Positioning Prentice Hall Europe, 2nd Edition, 2001, Chapter 1, 2, 18. Philip Kotler, Marketing Management Prentice-Hall of India, s9 th Edition, 2007, Chapter 1-10. Leon G. Schiffman & Leslie Lazar Kanuk, Consumer Behavior Prentice-Hall of India, 6th Edition, 2006. www.indiatelevision.com www.daburfoods.com www.agencyfaqs.com

30

www.domain-b.com www.scribd.com www.google.com

31

32