Professional Documents
Culture Documents
PREFACE
The need for Diabetic people was identified by our group and the
embarrassing feelings of these people inspired us to produce a Sugar Free
acceptance of their own disease by them. is not only for these people
who are forced to look for alternatives but is also for those who are diet
conscious.
Our will not only eliminate the feeling of isolation among the
diabetic but will also provide added healthiness and sparkle to their lives.
However how well the people will receive our product still remains a
question. Until we get a proper feed back from ultimate consumers it is
inscrutability that we face at the moment.
LETTER OF ACKNOWLEDGEMENT
and launch .
GROUP
MEMBERS
SUBMISSION BY:
Syed Atta-Ur-
Rehman
Ahmed Nawaz
Iftikhar Hussain
Fahad Hashmi
Ajit Kumar
1.
EXECUTIVE SUMMARY
Many companies have giant position with huge market shares and
wide product mixes for example Hamdarad (Waqaf) Pakistan, Ahmed Food
Industries, Mitchell’s, Qershi, Shezan, Quice and some other local juice
companies.
There is a substantial demand for such types of juices and the demand
is increasing day by day due to change in climate, which is getting hot for a
longer duration of the year, Economical Factors, Health awareness and due
to awareness of the people.
SUGAR FREE JUICES with product mix of SUGAR FREE JAMS and
MARMALADES in the market for those consumers who are overlooked by
these giants or competitors who are the major market capturers. The special
COLLECTION OF DATA
Primary Data
Secondary Data
Primary Data
Primary data is collected from personal/direct contact through interview
on phone or/and random sample interviews in the shopping centers and
special conducted surveys at various Diabetic Centers and have interviewed
diabetic patients. From which, we gathered generous information about their
need and wants and inferred possible behavior towards of our sugar free
product.
Secondary Data
ENVIRONMENTAL MONITORING
2. Economical
Due to uncertainty of economic conditions, we will charge
reasonable price of our products.
3. Competition
A company’s competitive environment obviously is a major
influence of our marketing program.
i) Brand competition.
ii) Substitute Products.
iii) Price Competition.
Hospitality is not only the part of our culture but our religion also
educates for the same. Any change in our social and cultural structure
would not have any major impact on hospitality/ hosting attitude of our
population. We expect will go long way as it is strongly backed by
cultural religious and social factors plus added feature of sugar free. We
expect it will be millennium juice.
6. Technology.
People’s need.
Purchasing power.
Buying behavior.
After analyzing, we decided that we will make a special product with
reasonable price and quality of the product will be controlled, because
such types of products are associated with low involvement.
1) Suppliers.
A business can not sell product without being able to make or
buy it. That’s why the people or firms that supply the goods or services
required by a producer to make what it sells are critical to our
Marketing success.
We had meeting with the fruit formers and they are agreed to
supply us raw material for our product on bill-to-bill credit basis.
2) Marketing intermediaries.
Marketing intermediaries are independent business organization
that directly aids in the flow of Goods and services between a
marketing organization and its markets.
For this purpose, we will give advertisement for appointment of
experienced distributors.
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Capital
Technical Staff
Labor
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Location
Implementing it.
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2. Achieving Objectives:
The aim can be achieved through / by:
Producing Quality Product with use of latest Technology.
Maintenance of Highly hygienic processing environment.
Health Standards.
Reasonable pricing.
Development of Brand Equity.
Building of Company’s Image in Health Care food products.
4. Current Situation.
Giant competitors.
Low economic conditions.
• Inflation.
• Govt. Policies.
• Financial Risk.
5. Objectives.
To be able to:
Growth in Profit.
Develop Market Share.
Next year, we will introduce in other big cities.
Second year, we aimed to enter in new market all over country
by creating awareness of our products and by increasing our
productivity.
6. Strategies.
Every department has their separate objectives.
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a) Situation Analysis.
b) Marketing Objective
Advertisement campaign.
Create Awareness.
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MARKETING MIX
a) PRODUCT
b) PRICE
When analyzing market situation we searched about the prices of
our competitors and we found that the minimum price of any
Juice is not less than Rs: 70/-. Therefore we decided to fix the
price of at consumer attraction level of Rs: 60/- per bottle.
c) DISTRIBUTION
During a meeting with distributors we examined their distribution
channels, we created our new distribution channel as under:
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1) Karachi East
2) Karachi West
3) Karachi Central
4) Karachi North
5) Super Markets Zone (Whole Karachi)
The areas of 1-4 zones are those, which have been defined in the
provisional government schedule of administration. Super markets zone
will deal only with supermarkets/big stores of Karachi.
d) PROMOTION:
Advertisements on T.V., newspapers, posters, and other
activities.
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RESEARCH OBJECTIVES
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SWOT ANALYSIS
a) Strengths:
b) Weaknesses:
c) Opportunities:
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d) Threats:
Economic condition of the country
Giant competitors
Seasonal particularly in Northern parts of the country
Law and order situation
e) Competitors:
3. Mitchell’s 17%
4. Shezan 15%
5. Qarshi 9%
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ADOPTION STAGE
a) AWARENESS
Even though this product is not new for the market, its features
are new because it is the First Sugar Free Syrup. We do not foresee
any problem in developing awareness about . In our promotional
activities, we will highlight its feature. Moreover, our company is new
and our brand does not have any market share, for this purpose, we
have designed an effective advertisement plan through consultation
with Modern Advertisers.
b) INTEREST:
Due to low involvement product, people buy it habitually and do
not seek information about low involvement products. Is for
serving guests and for household use therefore, people will purchase it
very frequently in hot/summer season. We will produce it in different
tastes and different packaging, which is something the competitors
have not, and we hope to attract a lot of consumers.
c) EVALUATION:
The Company will lay stress on the product availability and since
competitive advertising strategy will be used, this will induce customers
to taste and evaluate the product.
d) TRIAL:
We will affix temporary stalls at different shopping centers like
Clifton, Tariq Road, Zaibunnisa Street, Haidry and at picnic spots on
holidays for free on the spot trial of .
e) ADOPTION:
Better quality, reasonable price and effective advertisement will
lure customers to use more regularly and frequently.
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f) CONFIRMATION:
After six months we will gather data from consumer markets
regarding .
COUNTRY’S DATA
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The Product is not new of the target market, because they are
already using it, but there is a strong need the Company creates brand
awareness of the product.
i) MESSAGE:
In advertisement, message plays a very important role. For this
purpose effective communication is necessary. Attributes of
products with different flavours with emphasis on new packaging will
be advertised in newspapers and electronic media.
j) CONTENT:
A Defined feature of products is that it is Sugar Free. Our
product provides full satisfaction to the consumer due to its good taste
and as it controls sugar level.
k) STRUCTURE:
Ceremonies, and housewives and workingwomen will be the
target market. All out efforts will be made to provide information about
the ill effects of the competitors’ products.
l) FORMAT:
The communicator needs a strong format for the message. The
Company will advertise the product on electronic media and print
media. For print media, the Company has to emphasize on the
designing of unbreakable bottle and sachet packing and rational
technique will be used for advertising with slogan:
m) MEDIA:
Our Company is targeting consumer market. So Company will
sue both ways of communication, personal and non-personal
communication for consumer market. But personal communication
system will be used in very little way. Our hired employees will
distribute handbills to the people at public places.
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n) AD TIMING:
The selection of Ad timing will be before starting of news at 9.00
p.m. because at this time most of our target customers are watching
news.
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Advertisement
Sales promotion
Public relation
Advertising
Advertising, collective term for public announcements designed to
promote the sale of specific commodities or services.
Advertising Budget
is new for consumer market, therefore we need a large
campaign spending in order to built brand awareness and getting market
share 20% of our total capital is going to promotional activities.
Strategy
• Creating Message
• Media
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Message Strategy
And also speaks about our product to Mr. Khan telling him that is
sugar free and he can drink it frequently without any fear.
Then Khan Face expressions change and he says now I am also
included in the party of normal people and can enjoy every party.
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Slogan:
Pakistan ka phela sugar free sherbett
Music …. First voice
Sherbett, Maza, aur sehat sath sath
Music……
Second voice
Sub ka leay (five times repeat ion logo appears)
Different flavors make the consumers brand loyal and lure their heart.
The above slogan gives the meaning that our is not only Juice, it
contains, some herbal Essence for health and freshness, which are helpful in
controlling the sugar level.
By short-term incentive:
Umra ticket, offered to the consumer by balloting. Key chain,
gaggles and handkerchief offered as gifts. Two bottles Bundle
packaging offered on discount rate.
Public Relations
For succession of every product, it is necessary to leave a good
image in the mind of consumer. It provides a long term benefits if kept
in constant Process. From this way, people are informed by all about
the . Though features and column written by some authenticated
writer, which is also related with same field, for this purpose, we will
publish Interviews of few doctors’ field experts.
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ADVERTISING CHAIN
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BREAKEVEN ANALYSIS
1 Variable Cost
Raw material Rs. 19.25
Labour Rs. 3.25
Unbreakable Bottle Rs. 2.00
Packaging and Labeling Rs. 2.10
Other Costs (Utilities) Rs. 3.00
Total Variable Cost Rs. 29.60
PRICING STRATEGY
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There are many other phases leaving behind, which should in view &
analyzed overtime. Some of them are as follows:-
SWOT Analysis
Adoption Stage
Advertising
Public Relations
Advertising Chain
Breakeven Analysis
Pricing Strategy
Hence there is a great charm in launching this product & a Huge Market segments is awaiting for
them who want to avail the opportunity.
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