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INTRODUCES NEW FLAVORED JUICES

Dedication

For our esteemed parents who supported us while formulating this ProjectProposal and they also had been our inspiration when it comes to proficiency inthe desired field. It is by virtue of their hard work and above board grooming thatwe stand in good stead.

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ACKNOWLEDGMENTS

This report would not have been possible without the strenuous efforts of many

people, starting from our esteemed Sir M. Umer. His vast spectrum of knowledgeand proficiency in Fundamentals of Marketing has served us in big number in order

to give life to our potential thoughts. Moreover Sir M. Umer has also tailored and

polished us a lot in the past and as consequence to that we are quite clear in our

minds and certainly heading towards the right direction. We take our above boardteacher as an inspiration and it gives us motivation and strength .

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Executive summary

Pakistan is a tropical country and has accorded a favorable reception to thirst

quenchers such as fruit juices and aerated drinks. Ready to serve new flavoredjuice is a beverage prepared from clarified Fruits. When chilled the RTS beverage

makes for a nutritious and refreshing drink. The nutritive value of real fruit

beverages is far greater than that of synthetic products, which are being bottled

and sold in large quantities throughout the country. If real fruit juices could be

substituted for these synthetic preparations, it would be a boon to the consumer

as well as the fruit grower.

Pakistan is a market of diversity diverse with regards to incomes, price points of

products, culture and preferences and a marketer has to get use to these diverse

characteristics of the market.

Drinking juice is not a part of our culture. We drink water with our meals but in the

West one starts the day with breakfast and a glass of juice. Juice is to a great

extent considered as a luxury not a necessity in our society, surely but slowly

things are changing mainly in the urban and semi urban areas, where the

population is getting more and more health conscious and are realizing the

important nutrient values of fruit and are making them a part of their daily diet.

The companies in this Rs. 2541 million industry will have to organize various

promotional activities from time to time mainly to increase sampling and to

educate the consumers about packaged fruit juice that it is as pure and nutritious

as fresh juice which is perceived as fresh as it is extracted in their presence i.e.

actual or assumed.

There are three main brands in this segment of non- carbonated drink markets;

they are Fruita vitals from nestle Shezan,and Olfrute from olpers. These

three players command around 80% market share in the organised sector.

We can observe this industry growing and new players entering the market. In

recent times we have seen the entries of some international brands, like Rani

Juice [Middle East], Ballantine [Australia], and Tipco [Thailand], with the

intention to strengthen their hold in Pakistan and to grow with the market.

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Company

FMSFT Enterprises Pvt. Ltd will be entering the food processing industry with its

first launch i.e. Tetra pack juices.Four of the Five investors have full operational responsibilities. FS FH and MD are

the co-founders and have entrepreneurial and industrial experience. SR brings

operational management and financial skills to the operation.

FMSFT Enterprises Pvt. Ltd has a Strategic Alliance with the New Zealand based

company Zespri International Limited to supply some fruits to Pakistan. Pursuant

to our company policy stating "Quality First, Credit Prominent", we process our

Juices with strict production standard, quality control and sophisticated processing

technology, we at all time provide our consumers the natural and healthy fruit

juice.

Our Start up costs, listed below, has been financed to date by the investment from

its owners. Following are the parameters:

Particulars Amount

Land & site development;[x[ acres @ Rs. [y] lakh per acres xxx

Building and civil works xxx

Plant and machineries xxx

Miscellaneous Fixed Assets xxx

Preoperative expenses xxx

Preliminary expenses xxx

Technical know-how and engineering fees xxx

Contingencies @ 10%xxx

Capital Expenditure xxx

Margin money for working capital xxx

Project cost xxxx

Market Analysis

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Market Analysis Summary:

One can sense an evolution that the industry has seen with development in the

tetra- pack market, there also has been a natural progression from drinks to

nectars to juices and while traditionally fruit drinks were aimed at children, the

new brands like Minute maid, Rani, and Life have focused on young adults and

professionals.

Although fruit drinks focus strongly on out of home consumption, the juices and

nectars have been concentrating on takeaways or in-home consumption with

more choice coming in, the tetra- pack market is likely to witness furthersegmentation.

Packaged fruit juices are getting recognized as social drinks now, with dominant

consumption being observed in the company of family and friends.

The results of the research can be briefly put as follows:

Among packaged fruit beverages, the awareness to trial, ratio of Nestls juice

brand has been rated the highest. Up to 17% of the respondents were aware

of Tropicana, while the brands trial stood at 11%, also, 8% of the respondents

stocked the brand at their homes. Other parameters where Tropicana edged

out competitors included taste, health, purity and nutrition, according to the

study, Tropicana was also perceiver as reasonably priced.

The average Pakistani may have a legendary weakness for mango, but when

it comes to preference of fruit-based juices; his choices are in tune with

international trends. Therefore it is orange juice that is the most preferred fruit

juice flavour in Pakistan, followed by apple, Grapes and mixed fruit.

The findings indicate that most packaged juice drinking consumers travel

abroad on holidays.

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Other attributes of branded juice consumers include employment of domestic

help, ownership of assets and credit cards, and health consciousness with

80% respondents going to aerobic classes or working out at gymnasiums.

Understandably therefore, awareness and trial levels of packaged juices are

higher within the Sec A category, than among Sec B consumers, the majority

of whom rated these as aspirational.

Awareness levels are similar in both Karachi and Lahore; more trials are

generated by Karachites than their counterparts in Lahore.

The consumers are starting to perceive fruit juices at home. While 55% of the

respondents consumed 1- litre packs at home, 45% consumed 200ml packs.

The fruit beverage market has more acceptances in big cities like Karachi,

Lahore, Islamabad, Quetta and Peshawar, which is due to the more awareness

there with relations to the rest of the country.

Market Segmentation

There has been no general acceptance of the product forms in the fruit beverage

market. The consumer is basically concerned if it is a fruit juice or synthetically

constituted product. Product segmentation, therefore, should be clearly delimited.

Under the fruit drinks the first segmentation is between real fruit drinks and

synthetic drinks.

The real fruit drinks are based on natural fruit pulp or juice.

The synthetic drinks are synthetic products with fruit or other flavors.

Broad taste preferences could be another way to define the market. The

market is at present also segmented on the basis of fruit pulp content. For the

purpose of segmentation, on the basis of fruit pulp content, market can be

segmented as:

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Fruit juice with pulp content more than 80%. Brands falling in this

category are Nestle, shezan, Tropicana, etc.

Fruit Nectarwith pulp content between 40% to *0%. Maaza come in

this category.

Fruit Drinks with pulp content less than 40%. Frooto and Tops are the

popular brands in this category.

Segmentation could also be on the basis of the benefits provided to the

consumer:

One benefit could be the nutrition content it gives to the consumer so

one market could be the health-conscious segment.

Second benefit is thirst quenching, so the other segment could be

those buying the drink or nectar for satisfying the thirst.

Another very broad segmentation can be on the type of situation in which the

drink or nectaris used:

People who are on the move i.e. Outdoor use e.g. those traveling.

People who are using it on the breakfast table as a part of their menu

i.e. in-house use.

Market Needs:

Consumers usually, are not going to accept something that doesnt taste good

even if it is good for them or has certain benefits. Companies working to bring anew food product to the market have two questionsdoes it taste good and will

consumers buy it?

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Market Trends:

Tropical fruits and flavours dominate the market, yet some consumers are stillhesitant to try unknown exotic flavors like litchi, gray fruit, papaya and berry.

Companies have found the best way to introduce exotics is in combination with

familiar flavours. A flavour combination that began in the new age, 5% to 10%

juice category, and has spread to other beverage categories as well as to other

products like kiwi, strawberry, etc. stating that it was a small company that took

the risk and won.

Industry analysis

The Rs. 2541 million packaged fruit juice market is estimated to be growing at

20% to 25% annually, with Tropicana and Real holding 40% market share each.

The market can be categorized in terms of product content and there are three

major product contents available. Drinks: Juice with pulp content less than 40%,

Nectars: Juice with pulp content between 40 - 80%,

Juices: Juice with pulp content more than 80%,

The canned juice market initially covered by international brands. But they did not

make a mark in the market due to reasons such as high price, unattractive

packaging and lack of right promotion programme.

Nestle, introduced a mango drink in the tetra pack in 1985 and since then has

been a leader in its segment. The market has suddenly picked up since 1994-95

and a few players have emerged as market leaders.

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Leading Manufacturers** of Fruit Beverages

in Pakistan

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Company Brand flavours

1. NESTLE Fruita vitals Mango, Guava, Pineapple, Apple, Redgrapes & Orange etc.

Appy Apple

2. PEPSICO LTD. Tropicana Orange, Nature Sweet, Apple,Grape, Pineapple, Mixed Fruit etc.

Slice Mango, Litchi, Orange & Guava.

3. SHEZAN Real Grape, Guava, Orange, Pineapple,Apple, Mixed Fruit, Mango.

Real Active Orange, Apple

4. OLPERS Olfrute Mango, Guava, Pineapple, Apple, Redgrapes & Orange

5. Coca Cola Maaza Mango

6. FROOTOINDUSTRIES (PVT)LIMITED

Frooto Mango, Apple, mixed fruit,

7.MURREEBREWERY

Tops Mango, Apple, mixed fruit,

**Thementionedlistconsistsofthebrandsnoticeableinmetrosandassuchthere

area

largenumberofsmallcanningunitsscatteredalloverthecountrycatering

tonic

hemarkets.


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Imports

With a whole range of product lines opened up for imports over the past 14

months, these exporters have now full freedom to exploit the huge Pakistanimarket. The fruit juice market in Pakistan is not yet large enough to justify

investing.

Today the consumer has got a wide variety to choose from as many foreign food

and personal products can come in unrestricted now. The Pakistani market place

has seen a dramatic increase in the range and quality. There is expected to be

some level of competition in these areas. Quality will have to improve and

manufacturers will have to be more cost effective.

Consumers belief in Pakistani products too is going up; earlier issues were of

durability and poor shelf life. Now, Pakistani products have moved up to the next

level. This could make it tough for imported products to make a dent in

established categories, especially where there is a substantial price difference.

Problems with imports:

The imported products on offer in most stores stocking foreign foods reveal

that they are close to their expiry dates.

Most such products available now come through the grey market. Most of

these products, especially those that come from South-East Asian countries,

are imported by agents who supply to stores.

The other problem that retailers face is that since they are dealing with agentsthere is a problem of returns of products when they are past expiry dates.

Pakistan is a difficult market mainly because of delays at the docks, tariffs and

duties on various products, bribery and corruption and the lack of a cold chain

(for horticulture produce).

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Substitutes

Fruit juice companies have to face a two level competition i.e. on the first level

with the substitutes and the then the players within the industry. The NESTLE is

comprised of the following player with respect to Pakistan.

Soft Drinks (both carbonated and Non- carbonated soft drinks)

Soft Drinks are divided into carbonated and Non- carbonated drinks. While Cola,

lemon and oranges are carbonated drinks mango drinks come Non- carbonated

category.

Flavored Milk(energy, MILO, OVALTINE etc.)Just like fruit drinks Flavoured milk is also positioned on the health platform.

Companies are trying to project it as a fun drink with added flavours and

innovative packaging.

Mineral Water

Fruit drink sellers consider even mineral water as substitute to their offerings. The

main assumption is that packs ensure quality delivery.

Other products

Milk by- products like buttermilk and lassi also serve as major substitutes. They

compete in terms of low price as well as easy availability. These drinks are also

considered important from the health perspective.

Distribution patterns

Distribution network and reach are vital factors for success of the brands in the

fruit beverage market. It is mainly the distribution strategy that the companies are

focusing upon.

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The distribution is mainly done through stockist.

Below the figure shows the many ways the companies in this industry are seen to

be operating:

The urban Pakistani retail sector has traditionally been structured around three

small retail entitiesthe grocer, the general store and the chemist.

The grocerstocks non packaged, unbranded commodities such as rice, flour,

and pulses, as well as branded fast moving consumer goods (FMCGs)

The general store stocks only branded, packaged FMCGs.

The chemist, a part from dispensing pharmaceuticals products, sells branded

FMCGs such as personal care products and health foods. Departmental stores and supermarkets.

Others:

Bakeries and confectioners

Fruit juice/ tea stall/ vending machines

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Companys Manufacturing Facilities

Franchises Stockiest Agent

Retailer

End User

Distributor


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Ice-cream parlours,

Consumption and buying Patterns

The Pakistani lifestyle has a traditional predilection for fresh fruits and vegetables

or those processed at home. People go in for fresh fruits vending from kiosk

fountains, which produce instant juices from fresh fruits in the presence of the

consumer.

Taste is often the secondary consideration in the Pakistani market for beverages.

Fruit juices also lose on roughage, which is an important part of fruit nutrition. Few

people know the difference between a juice and nectar.At present;

Per capita consumption of juices in Pakistani is estimated at a fraction of a litre

i.e. 200ml.

Consumers go for convenient and economy products.

Availability in chilled form and brand awareness plays a crucial role in

purchase decision.

Brand loyalty is very low, as all the products taste the same.

Consumers are money conscious where the purchase of fruit

beverages is concern.

Main Competitors:

A host of brands are jostling for thirst space. Not just colas but beverages and fruit

juices of all hues are adorning shop shelves.

NESTL FRUITA VITALS: Nestl has been serving Pakistaniconsumers since 1988, when our parent company, the Switzerland-basedNestl SA, first acquired a share in Milkpak Ltd.

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PepsiCo:PepsiCo, one of the worlds largest food and beveragecompanies, has offered its products through independent bottlers inPakistan for more than 40 years.

Product

Kiwi fruits are small

oval fruits with a thin

brown skin, soft green

flesh and black seeds.

They are rich in many

Vitamins, flavonoids

and minerals. In

particular, they containa high amount of

Vitamin C (more than

oranges), as much

potassium as bananas

and a good amount of

beta-carotene

PAPAYA

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http://var/www/apps/conversion/current/Administrator/Desktop/100%20mrk%20project/kiwi/Health+Benefits+of+Kiwi+Fruit.htmhttp://var/www/apps/conversion/current/Administrator/Desktop/100%20mrk%20project/kiwi/Health+Benefits+of+Kiwi+Fruit.htm


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PAPAYA is rich in Anti-oxidants, the B vitamins, folateand pantothenic acid; and the minerals, potassium andmagnesium; and fiber. Together, these nutrientspromote the health of the cardiovascular system andalso provide protection against colon cancer. Inaddition, papaya contains the digestive enzyme,papain, which is used like brome lain, a similar enzymefound in pineapple, to treat sports injuries, othercauses of trauma, and allergies.

CHERRY

Cherriesare one ofthe verylow caloriefruits; yetare richsource ofnutrients,

vitaminsandminerals.Both sweetas well astartCherriesare packed

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with numerous health benefiting compounds that areessential for wellbeing. Cherries are pigment rich fruits.These pigments are in fact polyphenol flavonoidcompounds known as anthocyanin glycosides.

Anthocyanin are red, purple or blue pigments found in

many fruits and vegetables, especially concentrated intheir skin, known to have powerful anti-oxidantproperties.

LYCHEE

Delicious and juicy Lychee or "Litchi" reminds you thearrival of summer Litchi, like citrus fruits, is an excellentsource of vitamin C; 100 g fresh fruits provide 71.5 mgor 119% of daily-recommended value. Studies suggestthat consumption of fruits rich in vitamin C helps body

develop resistance against infectious agents andscavenge harmful, pro-inflammatory free radicals. It is

a very good source of B-complex vitamins such asthiamin, niacin and folates. These vitamins are

essential since they function by acting as co-factors tohelp body metabolize carbohydrates, protein and fats.

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Product Description

This product is actually a mix of 80 percent pure juice,

water, and cane sugar. With a strong, accurate flavor,

this could actually turn out to be a pretty tasty orange

juice substitute a possible motivation for placing a

high-visibility Vitamin C label across the front of the

package.

1) Fruit Juice in 250ml PET Bottle

Product code:KS250ML

Description:Juice

Packing:24 X 250ml

Gross Weight: 12.5kg

Approx. Qty per 20ft FCL:1400 Cartons

The well-designed packaging ensures that it stands outwhether it be displayed in normal shelves or walk-in

chillers.

Stored at an ambient temperature away from direct

sunlight or heat, the product has a shelf life of one (1)

year from date of production. It should be consumed

immediately upon opening and JUICES are best

served chilled. MRP of this 250 ml bottled drink will be

Rs. 30.

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2) Fruit Juice 1.2 liter Concentrate

Product code:KC25FFM

Description: JUICE

Packing:12 x 1.2lt

Gross Weight:16.5kg

Approx. Qty per20ft FCL:1008

Cartons

This product comes attractively packaged in a 1.2 Litre

PET Bottle with a recommended dilution rate of One

(1) part concentrate to Seven (7) parts water. This

variant offers value for money and convenience for

those with large families or entertains frequently.

3) Fruit Juice Drink in Tetra Brik

Aseptic 1litre and 2 litre Slim line ReCap

Product code: KS01TPSL

Description: Kiwifruit JuiceDrink

Packing: 12 X 1lt, 12 X 2lt

Gross Weight: 13kg

Approx. Qty per 20ft FCL:1350 Cartons

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This Tetra Brik variant is UHT processed, contains no

preservatives and comes with a convenient re-sealable

non-drip spout. It is an ideal choice for active families or

individuals who want a convenient yet nutritious thirst

quencher

.Future Products:

BERRY JUICE

GRAY FRUIT JUICE

PackagingJuices can be found in every type of packaging. In early

days, cans and glass bottles were the only available types

of packaging. Today, the assortment includes PET bottles,

sports bottles and brick packs.

Key Success Factors

Processing and Packaging

technologies used:

State of the art production and packaging technology is a

must in this industry. This gives an edge in packaging and

ensuring freshness of product besides enhancing the

image.

distribution strategies, logistics and

reach in the market:

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A strong distribution network is essential for ensuring

availability to fight competition from the other players and

also the substitute that have a strong distribution reach.

Sourcing of raw materials:

Global sourcing strategy will give an edge over other

players in terms of both cost and quality advantages.

Flexible and effective marketing

mix:

The product mix, promotional mix, pricing mix anddistribution mix should be made effective and should be

flexible in all sense it should help us to combat the primary

competitors

strategic alliances and joint

ventures:

Strategic alliances and joint ventures help in gainingcompetitive advantage in packaging, distribution and

product formulations.

SWOT Analysis

Strengths:

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Innovative flavors hence we are bound to get the

attention with proper communication.

Committed, capable and ambitious management.

Flexibility in our operations as initially we will be

confined to few cities so can focus our efforts on the

tasks.

Weakness:

Our distribution set up initially will be weak when

compared to the others in the market.

New in the market and not all people take the risk ofexperimenting with taste.

Our financial constraints with respect to our

competitors demand that our resources are used

optimally.

Opportunity:

The market is in a growing stage and fairly small in

terms of market share as compared to other.

The market has a presence of only few players and

they are not too aggressive in their acts.

More and more people in the urban areas are getting

health conscious and are making fruit juice a part of

their daily diet. Hence the market is growing.

These fruits can be then cultivated in Pakistan, to cut

down the cost of imports of the fruit.

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Threat:

Our competitors are deep pocketed and they could

harm us by getting aggressive in their promotional

activities.

The competitors have strong brand images in the

market because of their other businesses and their

presence in the market from an early stage.

Others can adopt the flavour and the value of a unique

flavour could be neutralized soon.

Marketing Strategy

Marketing Summary:

Pursuant to our company policy stating "Quality First,

Credit Prominent", we process our Juices with strict

production standard, quality control and sophisticated

processing technology, we at all time provide our

consumers the natural and healthy fruit juice.

New flavor in the market and the company is also new so

its marketing budget cannot be limited. So the strategy will

be to enter the market with a big bang. Developing

visibility and brand equity is the key. FMSFT juices will be

advertised in different media with respect to our target

market .In addition to the advertisements which will be

used to drive consumer sales, FMSFT juices will leverage

a networking campaign with respect to the distributors and

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sale promotion at the points of purchase i.e. local

restaurants, gyms etc. to drive commercial sales.

FMSFT juices will be on the shelf in all markets by 15 th

February, the company will start supplying its stock by 6 th

February. The promotional activities will start from 12th

February.

Mission:

FMSFT juices mission is to provide the highest quality of

fruit juices. We exist to attract and maintain customers.

When we adhere to this maxim, everything else will fall

into place. We will ensure that our products will exceed the

expectations of our customers.

Marketing Objective:

Maintain positive and steady growth each month.

Experience an increase in new customers.

Generate brand equity at the markets we are catering

to as well as within the supplier and distribution

networks.

Financial Objectives:

Realize a 3% increase in the gross profit margins

through efficiency gains every year.

Reduce the logistic cost associated with product

delivery by 10% by the end of the first five year of

operation.

Target Markets:

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The women of the house

Children

The teenagers

In-home consumption

Out of home consumption

Positioning:

FMSFT JUICE will position itself as a no compromise

drink where a person does not have to make any

compromise with the fun element of having the refresher

and the health element and that it is also socially

appreciated/ accepted.

Brand Logo:

Strategies:

The single objective is to position FMSFT juices as the

natural and healthy fruit juice in the cities it is served,

commanding a 30% market share within 5 years. The

marketing strategy will seek to first create customer

awareness regarding product, develop the customer base

and work towards building customer loyalty.

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The advertisements will be for the purpose of building and

registering FMSFT juices as natural and healthy fruit juice

and not only for our introductory flavour but also for the

flavours in future. The ads and the promotional activities

will be concentrating only on the cities in which FMSFT

juices is served hence the main weight age will be given to

the local media and advertisement on the national level

only to the objective making our presence felt.

Marketing Mix

Marketing mix comprises of approaches to price,

distribution, advertising and promotion.

Pricing:

Price is the marketing mix element that produces

revenues, the others produce costs and it is also one of

the most flexible elements as it can be changed quickly,unlike product features and channel commitments.

Pakistan is known as a price sensitive market i.e. an

Pakistani customer wants more value at low price.

FMSFT juices will be priced as follows:

250 ml Rs.30

01 liter Rs. 90

1.2 liter Rs. 130

02 liter Rs. 180

05 liter - Rs.400

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Distribution:

The distribution or reach factor is a marketing mix element

that needs to be monitored over a period of time. The

company FMSFT Enterprises Pvt. Ltd has its FMSFT

juices manufacturing and packaging plant in ISLAMABAD.

The fruits will be imported from New Zealand based

company Zespri International Limited.

The initial launch will be in the following cities:

KARACHI

LAHORE

ISLAMABAD

QUETTA

PESHAWAR

The transportation to the cities will be basically through rail

and road depending on cost effectiveness. To keep the

channel active and result oriented following initial steps will

be taken;

They will be given discounts on cash purchases.

The goods will be available on credit basis also.

Retailers have to be segmented based on Volume,

exclusiveness, complementary products handled and

basic requirement of refrigeration facilities, which is a must

for our product. These factors will be given consideration

before incentive schemes are worked out.

FMSFT juices will be marketed through different channels.

All different sizes will be available at places where buyer

buys products in greater volume;

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Supermarkets

Discount stores like Big Bazaar, Apna

bazaar, etc.

Hyper Mall

Petrol pumps

Chemists, General and Convenience stores

Health clubs, Gym, Gymkhanas, Ice-cream

parlors etc.

Entertainment zone: Theaters, Cinemas,

Parks, Amusement parks.

Hotels & Restaurants

Bakeries

The effectiveness of our channel will only be known when

we assess our chosen channel on the following criteria:

Are the customers expectation been met by us?

Are the channels serving the targeted segments?

Are our intermediaries motivated?

Future thought on distribution:

In the plan to go international our FMSFT juices will be

available in Japan, France, Greece, Hong Kong, Macao

and China mainland in the future.

Promotional Strategy:

The promotional efforts will be on two fronts i.e. on our

direct customers and the end consumers. This should

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ensure FMSFT juices a push from the distribution and a

pull from the customers.

All our promotional efforts should serve some basic criteria

like the activities should carry a feel good appeal and

should enhance emotional attachment of the target with

FMSFT juices.

FMSFT juices will be advertised in cost effective media

like newspapers, radios, hoardings, at bus stands, and the

most important and effective will be through TV

advertisements.

ADVERTISINGAdvertising will be exercised with a media mix, which will

consist of:

print media:

Print Media will be used in the form of news papers of

various languages. Print media will be mainly used with a

purpose of communicating and complimenting our sales

promotion schemes to pursue and gives us visibility.

Audiovisuals:

Television as a media will be used to inform the qualities

and benefits. The combinations of TV channels will be

used at different intervals. The channels will be selected

keeping in mind our target

Audio:

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Radio will be a key element in our media mix as it is cost

effective and will cover our catering cities precisely. Under

the brand name we will be running contests, sponsoring

programme, etc. This will help us reach out to our target

audience and the influencers.

Outdoor:

Outdoor communication will be done to help us get the

visibility i.e. with the help of Hoardings, which will be

placed at areas that are prone to traffic jams and at toll

Stations.

Posters:

Posters will be created by the company during the events

and will be carrying the company logo, brand name and

the picture and the tag line.

Public Relation:

The company will be a part of events and/or will also be

organizing its own events. The events will be chosen on

the core values of community relation and whole family

participation.

World Wide Web:

We will make our presence felt on the internet by hosting a

website for the brand which will be named

www.FMSFTFOODS.com .

Time frame

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An assortment of promotional tools will be used to

increase visibility but the promotional activities will be

concentrated differently with relation to the seasonal

pattern in the country.

Marketing communication budget:

In the initial period the marketing communication budget

approved by the company is Rs. 80 lakh to maximum of 1

crore. Later when our product portfolio is expanded i.e.

within a span of one and a half years from commencing

operation the company will adopt the percentage of sales

method i.e. the company plans to spend 15% of sales on

promotional activities.

Marketing Research:

During the development of the marketing plans, several

focus groups will be used to gain insights about our

customers. These focus groups will provide us with helpful

insight, which will compliment the decision making

process.

An additional source of dynamic market research will be

the feedback mechanisms with the help of our website

www.FMSFT.com.

Conclusion:

copy of full and final

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