SUPERIOR UNIVERSITY

Project of Marketing Plan for New Product Launch

Presented to:

Ms. Ayesha Zahid

Presented by:

Usman Ali Manzoor 11315

Abubakar Sadeeq 11361

Mohsin Abbas 11309

M.Arslan kyani 11344

Saima Rafiq Masih 11361

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Company name:

K .MANIA (PVT) Limited Company

Company logo:

Product name:

PEP UP 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 Pep up This product has been made by the K.MANIA (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 K.MANIA (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 fee samples to the general public and financial institution

This report examine that this product is initially launching in Lahore’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 Mania (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 tasting and need and serving the society”

The K.Mania in Lahore

The Mania will commence its operation in Lahore from February 2011. The factory facility has been founded on 25 canal area of land in the industrial area ferozepur Road Lahore. 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”

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Introduction To “Pep up”People started too perished under the scorching the heat of summer in our country they need of energy drink to refresh themselves Pep up 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.

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

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To face the strong competitors

Current Market Situations“Pep up” is fresh juice product that is going introduce in Lahore domestic market. We are focusing to all levels are generation. The price of Pep up is moderate because it is for all

Market segmentations

The consumer of “Pep up” consists of the followings:

Geographic:

A zone (Gull berg, MM Alam road, Defense) B zone (Garden town, Model town, Wahdat road )

C zone (Moon market, Multan road, Allama Iqbal town)

D zone (Upper mall, Railway station, Dharma Pura

Demographic:

Kids Elders

Patients

Etc.

Our competitors

The Pep up is currently facing very competitive environment. Because already in market following compotators are:

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Shezan Nestle

Benz

Country

Coca cola (aosis)

Product review

The PEP UP is available in 250ml size and in different flavors

Banana Mango

Grapes

Mix

Orange

Pineapple

COMPETITIVE REVIEW

PEP UP Competitors

The competitors of PEP UP 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

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Competitor’s Qualities Good distributions channel So many flavors

Standard and attractive packing

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 2009(Year ending Jan 2010) 2728709000

Promotion

They promote this product through

a. Electric mediab. Print mediac. FM radiod. Wall chalking

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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

Change vs. June 2008

CHF Millions Sales

Reported Jan-June 2009

Organic growth

Reported Constant currencies

Group 52267 +3.5% -1.5% +2.8%Food & beverages

48313 +3.4% -2.0% +2.7%

EBIT Margin Group 14.1% _ +30 bps +30 bpsFood & 12.4% _ +10bps +20 bps

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beveragesEarning per share Underlying CHF 1.46 _ +3.5% +8.5%

All calculations based on non-rounded figures

Strategy Creating share value global forum Good pricing Better quality By offering different flavors Intensive distribution Attractive packaging

SWOT Analysis of K. Mania

Strength

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

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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 Lahore being

a develop city

Threats

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

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Demographic Psychographic Behavioral

Geographic segmentation

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

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Kids Youngsters Mature Old age persons

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 “PEP UP”

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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

Pep up is the sweet, Pep up 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 High quality assurance would be our first priority-high performance would be:

Implementing high quality standards Total quality management

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Acquisition of high quality raw mate

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 3/-

Factory over head Rs 5/-

Miscellaneous Rs 2/-

Retailer margin Rs 2/-

Profit Rs3/-

Total price Rs15/-

According to our above pricing plan we have decided to offer the product to customers at Rs.14.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.

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Criteria for promotion:

Our main objective to provide:

Awareness Knowledge

Liking

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

AJJ NEWES

Early day & Prime time 1 min 175000

SAMAA NEWS

Early day & Prime time 1 min 280000

TOTAL 2090000

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PRINT MEDIA:

NEWS PAPER

PAGR COLOR OR

BLACK & WHITE

SIZE DAILY BASIS

WEEKLY BASIS

CHARGES

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

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BILLBOURDS:

LOCATION SIZE DURATION TOTAL COST

DEFFENCE 20’’60 1 MONTH 250000

MALL ROAD 20’’60 1 MONTH 215000

FEROZPUR ROAD

20’’60 1 MONTH 70000

IQBAL TOWN 20’’60 1 MONTH 115000

GULBERG 20’’60 1 MONTH 150000

TOTAL 265000

HOARDINGS:

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LOCATION SIZE DURATION TOTAL COST

DEFFENCE 30’’90 1 MONTH 1200000

MALL ROAD 30’’90 1 MONTH 1000000

IQBAL TOWN 30’’90 1 MONTH 1000000

GULBERG 30’’90 1 MONTH 200000

TOTAL 3400000

CABLE NETWORK:

LOCATION TIME COST

GULBERG 6:00pm to 10:00pm 30000

MULTAN ROAD 10000

Scheme Mor 25000

Wapda Town 20000

Total 85000

BENEFITS:

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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 * PEP UP * juice has established affective dealer network

The main target of these juices is Lahore.

The end consumer would then purchase “fresh “from the retailer. The distributors are the most reliable distributor in the region.

Manufacturer

DISTRIBUTOR

RETAILER

CONSUMER

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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

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

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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:In controlling process we compare our product with our standards

Correcting If any problem occurs then correcting process will take place in witch we found that from where the problem will arises.

1. Marketing organization:

Pep up’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 “PEP UP” will be introduced in May .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

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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 “Pep up” 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.

Reference:SPECILY THANKS

NAEEM MANSOR FROM MARKETING DEPARTMENT

EMAIL: NAEEM MANSOR@YMAIL.COM

A.R.AWAN (MARKETING MANAGER) AL-QARNI GROUP OF COMPANIES

EMAIL: aftstar@alqarnigroup.com

Bibliography:www.mickinsey .com

www.wikipedia.com

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www.Nestle.com

www.angrofood .com

www.shezan.com

www.marketing.com

Please give me or guide me with your comments

Usman Ali Manzoor

usman2riz@hotmail.com

contact no: +923224247815

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