SM Jaleel Project

SM Jaleel & come with Ltd , affectionately known as SMJ, is one of the oldest and largest manu positionurers of nonalcoholic drinks in the English speaking Caribbean. Since their inception in 1924, their encompassing portfolios of beverages set out become household names across the Caribbean, and ar currently distributed to over 60 countries worldwide. Their crossways span a host of carbonated soft drinks, strange fruit juices, purified and flavoured water, energy drinks, and other fruit flavoured beverages. Every stage of fruit is owned by the esteemed SM Jaleel & Company Ltd.SMJ manufacture its own coddle (plastic) bottles, tetra packs (juice boxes), and the cans that their wide variety of proceedss atomic number 18 packaged in. As such, the company enjoys iconic status as the Caribbeans premier soft drink manufacturer with a reputation for quality, innovation and commercial intelligence. SMJ have been innovative leaders in manufacturing, having pioneered the use of dynam ic and advanced technology, systems, and processes in the soft drink industry. They have 25 years of experience in plastic blowing technology which has enabled SMJs wide array of PET bottles in diametrical shapes and sizes.Their blow molding facility is withal the largest in the Caribbean. SMJ was also the first in the world, in conjunction with Reynolds Metal Company, to fill fruit juices in aluminum cans. This was done using Nitrogen technology in the 1980s, and eliminated the need for artificial preservatives in the harvest-feast. To find consistency in providing high quality returns at affordable prices, they have established and facilitated a orbiculate network of mutually beneficial partnerships with customers and suppliers.In accordance with SMJs dedication to quality and consistency, new products have actively been introduced to the market over the past two decades, via current research and development efforts. Presently, SMJs products atomic number 18 found in over half a million wholesale and retail stores, including Walmart and other renowned global retailers. Millions consume these products yearly because of this extensive reach. SMJ mission reads as follows To al looks stay one step ahead, constantly responding to an essential human need through proclivity quenching, quality beverages and premium water.To create products of the highest standards that are priced affordably and distributed efficiently, providing greater accessibility to our consumers. To inspire and motivate our workforce to achieve excellence as a team dapple promoting their inner sense of self and purpose as individuals. To keep our target market top of mind, as we continue our commitment to improve and enrich the lives of our consumers. In my opinion SMJ has lived up to their mission statement. They are right-hand(a) on point with each goal their organization placed.To further illustrate this heres a look at their vision statement To strive towards being leaders in t he non-alcoholic market, making our people the cornerstone of our success, as we work together in a globally-focused, dynamic environment based on trust and sound values, providing all-encompassing beverage solutions that meet the ever changing, evolving needs of our customers. SMJ has with proscribed a shadow of a doubt been leaders in the nonalcoholic beverage industry for the past two decades. They have gone beyond the call of duty in the industry.They are pioneers to the Caribbean and even the worlds market in the non-alcoholic industry. This marketing giant in the Caribbean formally known as SMJ has mastered the art of marketing and has captured legion(predicate) segments of the non-alcoholic market. They have accomplished this by marketing their products well. Positioning the product is very important. Marketing is slightly how your firm positions itself to satisfy your markets needs. There are four critical elements in marketing your products and business.They are the four Ps of marketing. 1. Product The right product to satisfy the needs of your target customer. 2. value The right product offered at the right price. 3. Place The right product at the right price available in the right place to be bought by customers. 4. Promotion informing potential customers of the availability of the product, its price and its place. Each of the four Ps is a variable that should be controled in creating the marketing mix that give attract customers to the business.Marketing mix should be close tothing paid careful aid to because the success of the business depends on it. As a business manager, find out how to use these variables to achieve profit potential is important. This good example study introduces the four Ps of marketing and includes worksheets that willing help you determine the close good marketing mix for the business. In this case study we would have observed that SMJ use positioning, marketing mix and the four Ps to bring about success to SMJ. Product refers to the goods and services that are being offered to the customers.Apart from the physical product itself, there are elements associated with the product that customers may be attracted to, such as the way it is packaged. In terms of packaging SMJ has won over the hearts of many children with its unique patented PET bottle which was designed for the famous drink Chubby. different SMJ product attributes include quality, options and brand name. SMJ products appearance, function, and support make up what the customer is actually vitiateing.Successful managers such as Dr. Aleem Mohammed, Chairman S. M. Jaleel & Co. Ltd.pay close attention to the needs their product bundles address for customers. The products available for sale by SMJ are Carbonated Soft Drinks, Water, Juices FRUTA and Energy Drinks. In the Carbonated Soft Drinks there are a wide array of flavors available. The flavors include Action Apple, Bubble Gum, Bubbly Cream Soda, Megastar Mango, Merenguito, Purpl e Power, Rock N Rolla Cola, dockage Soda, Tutti Frutti, Kola Champagne, Blueberry Blast, Fresa Strawberry, Go Bananas, Martian Magic, Green Crush, Orango Tango, Pineapple Sunshine, Poppin Pear. These are the flavors which have been made available in the Caribbean.In Latin America some additional flavors are available with some being omitted, they include Fresa Strawberry, Martian Magic Green Crush, Cream Scream Soda, Fruit Punch Soda, Cola Soda, Blueberry Blast, Bubbly, Cream Soda, Go Bananas, Megastar Mango, Merenguito, Orango Tango, Pineapple Sunshine, Poppin Pear, Sorrel Soda, Action Apple, Bubble Gum, Kola Champagne. This shows that SMJ practices what is called market segmentation. They strategically position there products to meet their target audience, by bundling different flavors and in some instances identical flavor but different names.Product bundle should meet the needs of a particular target market. For example, a luxury product should create just the right image for customers who have everything, while many basic products must be positioned for the price conscious consumers. This is demonstrated in my opinion by the availability of FRUTA and Caribbean undisturbed. Caribbean Cool is the economical re fruit drinks while FRUTA is the luxurious premium brand. For other important aspects of product may include an appropriate product range, design, warranties, or a brand name.Customer research was a keyelement in building an effective marketing mix. Knowledge of the target market and SMJs competitors allowed them to offer product that will appeal to customers and avoid costly mistakes. Some of SMJs target audience includes, Eastern Caribbean, Caribbean, Latin America and Europe. SMJ has launched a fairly new 25% less sugar carbonated drink which is only available to the Eastern Caribbean, suggesting still in the experimental stages. Proper SWOT analysis should be carried out on launching a new product. SMJ has always think long term about their vent ure by planning.This is evident by SMJs longevity in the Caribbean, there massive expansion projects and their successful handing over from one generation to the other. SMJ was able to take advantage of opportunities to add value through processing, packaging, and customers. star of their first major successes with packaging was the creation of the PET plastic bottle patented and sold with the name Chubby. It is an ideal size not to plumping attractive to its target audience, mainly children and not to little not too much. Perfect for a childs lunch kit. SMJ growth occurred in different geographic regions.SMJ diversified its product, offering a whole range of nonalcoholic products. The success of this diversification was partly because of SSMJs successful acquiring of raw materials, production processes, and distribution which were all done by SMJ, which meant there was no need to acquire new suppliers, skills and equipment, and distribution methods Price refers to how much is ch arged for a product or service. Determining SMJs products price was tricky and even frightening. Many small business owners feel they must absolutely have the lowest price around. This isnt always true and depends on your determine strategy.SMJ price approach reflects a good image which positions their product well. Example FRUTA isnt the cheapest fruit drink in the market, yet it is the preferred fruit drink by many customers. The price resulted from their pricing strategy covers the cost per item and includes a profit margin. Lower pricing would make it impossible to grow. As a manager, of SMJ one of the following alternatives pricing strategies may have been used. Selection of a pricing strategy by SMJ was based on the product, customer demand, the competitive environment, and the other products which are offered.Cost-plus Adds a standard percentage of profit above the cost of producing a product. Accurately assessing fixed and variable costs is an important part of this pricing method. Value-based Based on the emptors perception of value (rather than on your costs). The acquireers perception depends on all aspects of the product, including non-price factors such as quality, healthfulness, and prestige. Competitive Based on prices charged by competing firms for competing products. This pricing structure is relatively unsophisticated to follow because you maintain your price relative to your competitors prices.In some cases, you can directly observe your competitors prices and respond to any price changes. In other cases, customers will recognise vendors based on bids submitted simultaneously. In those cases, gathering information will be more difficult. Going-rate A price charged that is the common or going-rate in the marketplace. Going-rate pricing is common in markets where most firms have little or no control over the market price. Skimming Involves the introduction of a product at a high price for affluent consumers. Later, the price is decreased as the market becomes saturated. Discount Based on a reduction in the publicize price.A coupon is an example of a discounted price. Loss-leader Based on selling at a price lower than the cost of production to attract customers to the store to buy other products. Psychological Based on a price that looks better, for example, $4. 99 per pound instead of $5. 00 per pound. After you decide on your pricing strategy, the amount of money you will actually receive may be complicated by other pricing aspects that will decrease (or increase) the actual amount of money you receive. You will also have to decide how to determine Payment period Length of time before payment is received.Allowance Price reductions given when a retailer agrees to strive some promotional activity for you, such as maintaining an in-store display. Seasonal allowances Reductions given when an order is placed during seasons that typically have low sales volumes to entice customers to buy during slow times. Bundling of products/services Offering an array of products together. Trade discounts (also called functional discounts) Payments to distribution channel members for performing some function such as memory and shelf stocking. Price flexibility Ability of salesperson or reseller to modify price.Price differences among target customer groups determine variance among target markets. Price differences among geographic areasPricing variance among geographic regions. Volume discounts and wholesale pricingPrice reductions given for large purchases. Cash and early payment discounts Policies to speed payment and thereby leave behind liquidity. Credit terms Policies that allow customers to pay for products at a later date. The methods discussed here should be a base from which to construct your price. The options will vary depending on how the product is sold.Since SMJ doesnt sell directly to the customer they will need to ensure a proper margin is set by the retailer to ensure the success of their pro ducts. Tracing the path of SMJs product from production to final purchase is a useful exercise to discover this information. The research needed to perceive the pricing along the distribution path will be more than worth the time it takes. SMJs price ultimately covers costs, contributes to product image by communicating the perceived value of the products, counter the competitions offer, and avoid deadly price wars.Remember, price is the one P that generates revenue, while the other collar Ps incur costs. Effective pricing was important to the success of SMJ. Place refers to the distribution channels used to get the product to your customers. What the product is will greatly influence how you distribute it. As a producer, SMJ decided if suming direct is appropriate for their product, whether it be sales through retail, door to-door, mail order, e-commerce, on-site, or some other method they made the wise decision and choose not to.However an advantage of direct sales would be the contact you gain by meeting customers face to face. With this contact you can easily detect market changes that occur and adapt to them. You also have complete control over your product range, how it is sold, and at what price. As a result SMJ has to do extensive market research frequently to keep abreast of the market changes. Reseller Sales (Sales Through an Intermediary) or else of selling directly to the consumer, SMJ decide to sell through an intermediary such as wholesalers and retailer who will resell SMJs product and distribute them.This has provided SMJ with a wider distribution than selling direct while decreasing the pressure of managing its own distribution system, additionally, reduction in storage space necessary for inventory. One of the most important reasons for selling through an intermediary is access to customers. Wholesalers want a steady year-round supply of product to distribute. SMJ has a steady year-round supply that is of consistent quality. Market Covera ge by SMJ has moved from local and regional in the early nineties to international in the late nineties, through resellers. Intensive, selective, or exclusive coveragePromotion refers to the advertising and selling part of marketing. It is how businesses let people know what theyve got for sale. The purpose of promotion is to get people to understand what product is, what they can use it for, and why they should want it. SMJ effective, promotional efforts contain a clear message targeted to a specific audience reached via the appropriate channel. In the case of chubby parents and children is the target audience. Their message is consistent with the overall marketing image, get their target audiences attention, and elicit the response desired.Promotion involve advertising, public relations, personalized selling, and sales promotions. Advertising methods to promote SMJs product include the following. Radio Radio advertisements inexpensive ways to inform potential local customers tim ing of ad is important. Television Television allows access to regional and national audiences, but is more expensive than other options. Print Direct mail and printed materials, including newspapers, consumer and trade magazines, flyers, and a logo, fact sheets, contests, coupons, and brochures directly to new or old customers on local, regional, or national levels.Currently there are chubby promotions in St Vincent and St Lucia back to School with chubby. Electronic Company Web sites provide useful information to interested consumers and clients. Word of Mouth Word of mouth depends on satisfied customers which SMJ has had a great track record. cosmos relations carried out by SMJ ensure that SMJs good price effective environmentally friendly Caribbean image is maintained.