mineral water launching

18
PROJECT MANAGEMENT LAUNCHING SPRING MINERAL WATER IN LAHORE

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Page 1: Mineral Water Launching

PROJECT MANAGEMENT

LAUNCHING SPRING MINERAL WATER IN LAHORE

Page 2: Mineral Water Launching

PROJECT STAKEHOLDERS LIST

TITLE OF PROJECT: LAUNCHING SPRING MINERAL WATER IN LAHORE

PROJECT NUMBER: 01 PROJECT MANAGER: FAISAL FAIZ

LINE NO.

CODE STAKEHOLDER NAME TEL NO. INT EXT HIGH MEDIM LOW

1 01 Customers

2 02 Sponsor

3 03 Banks

4 04 Employees

5 05 Market Managers

6 06 Competitors

7 07 Sales Force

8 08 Vendors

9 09 Advertising Agencies

9 09 Transportation company

10 010Pakistan Standard Development Center

11 011 Central Board of Revenue

12 012 Afzal Ali (CEO)

Page 3: Mineral Water Launching

BACKGROUND

The company is located in Peshawar and operating in the region of Peshawar. The company was established in 1999 and acquired by the present management in 2005. They are offering the product SPRING PURE WATER which is available in size of 600 ml, 1.5 liters, and 20 liters. They have their own distribution channels. They are distributing their product by themselves. Initially they target the Peshawar market. Now they want to expand their business in outside their base market. The plant capacity is about 200 bottles per day. As the water of BARA valley is famous in whole the world, it was exported to United Kingdom royal families and also in France. As the water is naturally so pure, therefore they are advertising and promoting to their product by its natural fulfillment of minerals.

Page 4: Mineral Water Launching

OVERALL OBJECTIVES

The main object of this project is to make a marketing plan of expansion for spring mineral water by launching in Lahore due to the volume of the market and the need of the customer by providing them a quality mineral water according to the standard water required for life in a reasonable price and in approach of every one by making sure the availability in every outlet.

Page 5: Mineral Water Launching

DELIVERABLES

1. Market Plan 2. Distribution planning 3. Transportation agreement 4. Hiring and selection

Page 6: Mineral Water Launching

BENEFITS

1. Increase in market share 2. Wider geographical coverage 3. Increase in no. of customers 4. Business growth 5. Increase in assets

Page 7: Mineral Water Launching

STRATEGY/APPROACH

Our expansion decision is based on our marketing strategy of increasing our customer base. Other bottled water companies are grabbing this huge opportunity of targeting the psychographic, demographic and benefits sought segments of Lahore region. As we are in the business of bottled water which is a consumer product no big effort in decision making is required by the customers so push strategy is the strategy which will work in our better distribution to ensure availability elsewhere in Lahore. The market of bottled water is very fragmented so we have to choose long channel length. We ensure the availability by using trade promotions because we have no distribution channel still in Lahore so we have do retain distribution outlets etc.

Page 8: Mineral Water Launching

RESOURCE / SKILLS REQUIRED

Market training officer. Marketing manager Business Advisor Sales forces Inventory controlling staff

Page 9: Mineral Water Launching

Objective Performance Measure Success Factor

Expansion Span of Time (3-4)

Months

Opportunities in market

Profit will increase

Market survey

Availability of brand to

any outlet.

Recognition of Brand Brand Equity High Promotion

High Advertisement

Provide Quality Water Standards Approved by

Laboratories.

Satisfaction of Customer

Capture the Gap or

demand in

the market

10-15% share of market Acquire un-sort market

like village sites.

Bigger Cash flow 10% increase in operating

cash flow

Cash transactions

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KAY ACTIVITIES

Planning

Price planning

Transportation agreement

Hiring and selection

Product planning

Amendment in memorandum

Market Research

Promotional plan

Distribution planning

Establish Launch Budget

Final review

Page 15: Mineral Water Launching

ACTIVITIES WITH PREDECESSORTask Name Predecessor

A Planning --

B Establish Launch Budget A

C Amendment in Memorandum A

D Market Research A

E Product Planning D

F Price Plan B , D , E

G Distribution Plan D

H Promotion Plan D , E

I Transportation Agreement G

J Hiring & Selection G

Page 16: Mineral Water Launching

LOGIC DIAGRAM

Page 17: Mineral Water Launching

Work Breakdown Structure

Product Description

Packaging

Certification from PCRWR

Approval from Top

Management

Marketing Plan

Product Planning

Price planning

Distribution Planning

Promotion Planning

Cost Analysis

Analysis of Market Trend

Overhead Estimation

Decision Approval

Defining Channel of distribution

Selection of Warehouses

Offices Set up

Contract with retailers, offices,

institutions, HorecaRoute Design

Inventory manageme

nt

Need Assessment of

vehicles

Acquiring vehicles

Need assessment of employees

Review of Customers

analysis

Develop preliminary campaign concepts

Establish campaign opportunities

Funds Estimation

s

Contract with Advertising Company

Transportation Agreement

Tender Advertisem

ent

Alternative Assessment

Selection & Agreement

Hiring & Selection

Job Analysis

Job Description

Job Specificatio

n

Job Advertiseme

nt

Recruitment

Selection

Training

Market Research

Customers Analysis

Competitors Analysis

Identification of Markets

Amendment in Memorandum

Directors meeting

Alteration in memorandu

m

Submission to Registrar and

new registration

Establish Launch Budget

Analysis of Fund

Requirements

Preparation of report

Acquiring funds

Allocate to proposed

areas

Planning

Identify the launch team

Defining Objectives

Defining Launching

Goals

Page 18: Mineral Water Launching

PERT