RIPHAH INTERNATIONAL UNIVERSITY
Project of Marketing Plan for New Product Launch
Presented to
PROF. ARIF VASEER
Presented by:
MISBAHULLAH 16328
MUHAMMAD WAQAS 16418
AWAIS SHAH 16288
M RAMEEZ 17233
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Company name:
SUN RISE (PVT) Limited Company
Company logo:
Product name:
FRESH VITA JUICE
Product logo:
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Contents of Marketing Plan
Part: 1 Executive Summery
Part: 2 Purposes and Mission
Part: 3 Situational Analyses
Product Market Analysis
Distribution Analysis Competitor Analysis Financial Analysis Other Analysis
Part: 4 Strategy and objective
Marketing strategy Marketing objectives
Part: 5 Technical programmed
Market Product Promotion Distribution Pricing Other
Part: 6 Budget Performance analysis implementation
Budget and analysis Implementation
Part: 7 Additional considerations
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Executive Summery
The report explain the marketing plan for launching a fresh juice named Fresh Vita This product has been made by the Sun Rise (PVT) Limited Company is improved from the ministry of health. In the beginning of the report we have explained the mission and vision of the Sun Rise (PVT) Limited Company. And then we have future carried out our. It will be introduce in the market with the help of various promotional display advertisements and distribution of free samples to the general public and financial institution.
This report examine that this product is initially launching in Rawalpindi ’s domestic market.
The study included both primary and secondary research. The primary study focused on a survey of the competitors and the liking and disliking of the people. Through this strategy company can penetrate more into the market and can attract the bulk customers
For the purpose we have contracted SWOT analysis of the company to see company’s strength, weakness opportunities and threats. Then we have explained the purpose benefits and objectives of the product.
Then we have made a marketing mix strategy for our product. We have divided market into different segment and decided to target customers of all ages.
We have also paid special attention to packaging color and price of the product. We have decided to place the product in all the markets of Punjab specially canteen of college and universities
We will promote our product through various means of advertisement. We shall also conduct market survey in near future to know the opinion of the public about our product and developed our product accordingly.
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The Sun Rise (Pvt) Company
Vision“Be the global leader in customer value”
Mission“To set world class standard in juice industry through providing a diverse range of high quality products that are prepared in according with Islamic principals serving to satisfy customers taste and need and serve the society”
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The Sun Rise In Rawalpindi
The Sun Rise will commence its operation in Rawalpindi from May 2015. The factory facility has been founded on 20 canal area of land in the industrial area of korang town Rawalpindi. The factory is expected to match the demand of our product. We have ensure the installation of modern sophisticated and efficient equipment confirming to the very latest standard of “Good Manufacturing Practices”
Introduction To “Fresh Vita”People started too perished under the scorching the heat of summer in our country they need of energy drink to refresh themselves Fresh Vita is a fresh juice product. It provide energy and keep fresh when feel weak and tired after doing lot of work in whole day.
It contains vitamin and proteins which is useful energy sources. Vitamins gives freshness and proteins are the energy cells that are recharge the human body so they work at their maximum.
The students employee and workers all field of humans become tired due to the work burden and sunlight which make them feel lose. They need an energy drink that make them energize so they may be able to perform better again and feel fresh.
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Slogan
“Refreshing world”
Ingredients are:
Mango apple pine apple banana grapes mix
Artificial colors
Stabilizers
Ascorbic acid
Beta carotene
Sugar
Objectives
To increase market shares To increase the length of product line
To increase profit
To satisfy customer
To face the strong competitors
Current Market Situations“Fresh Vita” is fresh juice product that is going introduce in Rawalpindi domestic market. We are focusing to all levels of generation. The price of Fresh Vita is moderate because it is for all
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Market segmentations
The consumer of “Fresh Vita” consists of the followings:
Geographic:
A zone (Setlighte town Rawalpindi) B zone (koh e noor Mills
Naseerabad ,Rawalpindi Cantt )
C zone (Air Port Road ,Chaklala Rawalpind)
D zone (Raja Bazar Area,Rawalpindi)
Demographic:
Kids Elders
Patients
Etc.
Our competitors
The Fresh Vita is currently facing very competitive environment. Because already in market following compotators are:
Shezan Nestle
Benz
Country
Coca cola (aosis)
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Product review
The Fresh Vita is available in 250ml size and in different flavors
Banana Mango
Grapes
Mix
Orange
Pineapple
COMPETITIVE REVIEW
Fresh Vita Competitors
The competitors of Fresh Vita are more than ten. Shezan and nestle are leading market right now and other companies are also have a great image in market. Shezan and nestle have loyal customer in all over the Pakistan because both are from so many years in market. Our aim to compete our all competitors in short period of tome
Our main competitors are and
Competitor’s Qualities Good distributions channel So many flavors
Standard and attractive packing
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Large production and market coverage
Availability in various weights packing
Price
Minimum price of juice is 15 R.s
Place
Shezan has a large market share in Pakistan
Sales
Sales (net) (Year ending Jan 2014) 6,760,527000
Promotion
They promote this product through
a. Electric mediab. Print mediac. FM radiod. Wall chalking
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Sales(net) 2014
Year end 2014 Rs. 96,457,743
Product
Nestle beverages is product by nestle international
Qualities of nestle
a. large promotion and market coverageb. large range of flavorsc. high availability
Place Nestle has a large market share in Pakistan
Strategy Creating share value global forum Good pricing Better quality By offering different flavors Intensive distribution Attractive packaging
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SWOT Analysis of Sun RiseStrength
Weakness
Opportunity
Threats
Strengths:
Updated technology plant Quality product Specialist available for specialize task
jobs Hire experience staff Medical income of employee Pakistani made Targeted to low and middle class
people Reasonable price Expiry date above six months
Weakness
New in juice industry Small distribution network Strong competitors No market share Limited experience of customers
Opportunities Increase the distribution network Acquiring the new technology Market is very big and attractive Take over the distributor Increase demand of high quality of
product due to Rawalpindi being a develop city and density in population
Threats
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Political instability New entrance of exiting competitors So many competitors Retaining consumers Economic instability Increase of general sales tax Development of plant
Marketing Strategy and Objectives
The marketing strategy is based on positioning of product in the mind of consumers.
Providing high quality juice to the customers.
We will distribute our product on mass level so that we can maximize the profitability.
1. Positioning strategies
We want to put our image an on in the consumers mind as compare to competitor’s product. We want to target the high school’ collage and graduate students and government sector that have to work hard and need to “Refresh” them an instant,
2. Segmentation
We made the market segmentation on following basses
Geographic Demographic Psychographic Behavioral
Geographic segmentation
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Region City Rural and semi urban areas
Demographic segmentation
Age Family size Gender Income Occupation Education
Psychographic segmentation
Socioeconomic classification (SEC) Life style Personality
Behavioral segmentation
Occasions Benefits User status Usage rate Loyalty status Readiness stage Attitude towards the product
3. Targeting
We will target the following customers
Kids Youngsters Mature Old age persons
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Marketing Mix
Product Price Promotion Place
1. Product strategy Develop the long term relationship
with customers Give values to the customers to
delighting them Do whatever it task not satisfy the
customers but retain our customersIn order to accomplish this objective, the company has established sales, marketing and support teams.
Product variety
Our product would be available in following flavors
o Orangeo Grapeso Pine Appleo Mangoo Bananao Mix fruito Apple
Brand name
The name of our product is “Fresh Vita”
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Quality
High quality assurance would be our first priority. This would be ensured by
Implementing high quality standards
Total quality management Acquisition of high quality raw
materials
Design
Fresh Vita is the sweet, fresh juice with an eye catching tetra pack
Features
Here are some features of our product
Fresh original fruit juice Provide proteins and minerals Provide vitamins Beneficial for kidney Excellent in taste Gives freshness Tetra pack protection packing
Quality
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High quality assurance would be our first priority-high performance would be:
Implementing high quality standards Total quality management
Acquisition of high quality raw mat
Packaging
Product units are packed in 6-layered Tetra Brick Aseptic.
Size
Our product is available in 250 ml pack.
3. Pricing Plan
Our price includes custom services and other expenses. Passage through its life cycle changes its price strategy. To attain large market share prices should be at moderate level to seek attraction of large number of consumer
Pricing in Pakistan Rupees
Fruits cost Rs 8/-
Factory over head Rs 5/-
Miscellaneous Rs 2/-
Retailer margin Rs 2/-
Profit Rs5/-
Total price Rs22/-
According to our above pricing plan we have decided to offer the product to customers at Rs.20.The price is very much competitive and offer is feasible enough to catch a large percentage of market shares
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PRICE AND QUALITY GRID:
This grid shows what pricing strategy a firm is perusing;
PRIC
E
LOW
HIGH
PRESENTATION PRODUCT DEVELOPMENT
MARKET DEVELOPMENT
DIVERSIFICATION
LOW HIGH
QUALITY:
According to the above grid we are offering high quality with low rate.
4.Communication plan:Promotion:
Actually promotion is the first step when we are launching a product. But we make its strategy in last because we want our good image in the mind of our customers.
Criteria for promotion:
Our main objective to provide:
Awareness Knowledge
Liking
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Preference
purchasing
Core sources of promotion:
Electronic media Print media
cable network
billboards
hoardings
ELECTRONIC MEDIA:
CHENNEL TIME DURATION TOTAL
GEO Prime time & Post prime time 1 min 1215000
DUNIYA NEWS
Prime time & Early day 1 min 180000
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AJJ NEWES
Early day & Prime time 1 min 175000
SAMAA NEWS
Early day & Prime time 1 min 280000
TOTAL 2090000
PRINT MEDIA:
NEWS PAPER
PAGR COLOR OR
BLACK & WHITE
SIZE DAILY BASIS
WEEKLY BASIS
CHARGES
20
JANG FRONT COLORED STANDARD SIZE
DAILY 18600
EXPRESS MID COLORED STANDARD SIZE
DAILY 5000
DIN FRONT COLORED STANDARD SIZE
DAILY 15000
THE DAILY TIMES
BACK COLORED STANDARD SIZE
DAILY 17500
NAWA-E-WAQAT
BACK COLORED STANDARD SIZE
DAILY 15000
AKHBAR-E-JAHAN
BACK COLORED FULL WEEKLY 600000
TOTAL 683000
BILLBOURDS:
LOCATION SIZE DURATION TOTAL COST
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Setlight Town 20’’60 1 MONTH 250000
Sadder 20’’60 1 MONTH 215000
Air Port Road 20’’60 1 MONTH 70000
Naseerabad 20’’60 1 MONTH 115000
TOTAL 115000
HOARDINGS:
LOCATION SIZE DURATION TOTAL COST
Setlight Town 30’’90 1 MONTH 1200000
Sadder 30’’90 1 MONTH 1000000
Air Port Road 30’’90 1 MONTH 1000000
Naseerabad 30’’90 1 MONTH 200000
TOTAL 3400000
CABLE NETWORK:
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LOCATION TIME COST
Naseerabad 6:00pm to 10:00pm 30000
Air Port Road 10000
Sadder 25000
Schem 3 20000
Total 85000
BENEFITS:Following are the additional benefits which are offering to the customers to give them values:
Give five rappers and get one juice pack Purchase ten pack & get one free juice
If you purchase one crate of juice then you would able to participate in lucky draw for following:
PLACE:
Distribution reviews
To assure the availability of its product * Fresh Vita * juice has established affective dealer network
The main target of these juices is Rawalpindi.
Manufacturer
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The end consumer would then purchase “fresh “from the retailer. The distributors are the most reliable distributor in the region.
BUDGETING:
S. No
Description Amount
1 Cost of land 25000000
2 Raw material 5000000
3 Stationary 50000
4 Office expenses 100000
5 Furniture 500000
6 Staff salaries 50000
7 Freight inward charges 60000
DISTRIBUTOR
RETAILER
CONSUMER
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8 Repair & maintenance 150000
9 Research & development 90000
10 Technology 1000000
11 Marketing & media expenses 6648630
TOTAL 38648630
CONTROL:This is the main and last element of the marketing planning by using this we can check the standard of our product for the purpose of correcting any error if occurs
There are three main functions are performed under this element of planning:
Measuring Comparing
Correcting
Measuring
We can check marketing condition through meaning in which different type of task may be performed like
Surveys
Survey for the future:In order to learn weather people would like to buy our product, we have decided to conduct a market survey in future so that we can assure that people like our product or not.
Comparing:
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In controlling process we compare our product with our standards
Correcting If any problem occurs then correcting process will take place in which we found that from where the problem will arises.
1. Marketing organization:
Fresh Vita’s chief marketing officer, hold overall responsibility for all the company’s marketing activities so. There are other subordinates with him to help the sales campaigns, trade and consumer sales promotion, and public relation efforts.
2. Action programs:The “Fresh Vita” will be introduced in December .following are summaries of the programs we will use during this summer session to achieve our stated objectives.
May we will initiate 80,00,000 rupees trade sales promotion campaign to educate dealers and generate excitement for the product launch , and provide sample crates to our selected product reviewers, opinion leader and celebrities as part of our public relation strategy.
June we will start with integrate print /television campaign. The campaign will show how many features the “Fresh Vita” have for users to reenergize them.
July as the juice advertisement continues, we will add consumer sales promotion by including them to our message. We will also support or retailer to increase our sales.
August we plan to roll out a new advertisement having new views of customer through survey who have used our drink which ill help to promote our juice.
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Reference:SPECILY THANKS
KHALID KHANFROM MARKETING DEPARTMENT
EMAIL: [email protected]
Saad AHMAD (MARKETING MANAGER)
EMAIL: [email protected]
Please give me or guide me with your comments
MISBAH ULLAH
contact no: +923129232531
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