minute maid article
TRANSCRIPT
ASSIGNMENT # 1 ON
MARKETING & MANAGEMENT RESEARCH MBA WEEKEND
SUBMITTED TO
Prof.KARAMATULLAH HUSSAINI
SUBMITTED BY
ZAKI SHAHID 5195 RIZWAN GANATRA 5196
ASAD AHMED USMANI 5218 MUHAMMAD ILYAS 5202
MINUTE MAID ARTICLE Feb 23. 2011
Marketing plan
SUMMARY
The marketing plan forms the basis of the arrival of innovative existing products. The product name is minute maid pulpy orange. The analysis which we made in our marketing plan allows us to outline. The best strategies to fallow for the achievement of the company goals. Pulpy orange will be marketed as unique drink in unique packing like bottle packing. Our success will be reflected by a sizeable capture of market and create a top spot in the market.
The following marketing plan form the basis of an innovative existing product which is launched by Coca-Cola and that product is pulpy orange. The Minute Maid Pulpy has real orange pulp in it.
History of Company
It was in 1945 that after three years of experimentation the National Research Corporation (NRC) of Boston, Massachusetts developed a flavorful orange juice powder from real, delicious oranges. It was made using the same "high-vacuum process" used to dehydrate and prolong the life of such things as penicillin.
IDEA GENERATION
We are assigned to launch a new or existing product by our course instructor which is new for whole world.
Consumer demand
Consumer demand is a factor which is driven by tastes and the availability of product at different prices. For many consumers price and value are highly related. The higher the price and higher the value. Consequently Pulpy orange is unique product and attractive at low cost. To be to implement higher pricing through the minimization of the non-monetary cost to customer should also be including with awareness of the product and value of the product.
COMPETITION
Although we are launching existing product, but the element of competition is always there our product will face two types of competitions.
1. Competition with soft drinks:
There are so many soft drinks available in the market and some of them are very much in high selling position like, Pepsi, Miranda, Nestle, and Country and also there are so many energy drinks in market used by consumers. So our product can face very strong competition from soft drinks.
2. Competitions with Nestle:
Orange juice is available in every part of the country. Nestle sales it at almost every part of the country so our product can faced tough competition from our competitors. However the direct competition from local players is not initially emphasize on product awareness and both sales channels do not reach or serve same market
Barriers to Entry in the Market
1. Due to the numbers of competitors. It will be hard to prevent.
2. Risk of competing with emerging energy drinks.
3. Given the wide range of brands .it become very much challenge for Pulpy orange to compete.
Preservation period is just 12 months
IDEA SCREENING
From above mentioned items we select row to launch because it is easy for us. It is easy for us. It is practically exist to launch and not required heavy finance.
Vision
To capture the whole beverage market by introducing new products
Mission statement
We are committed to capture the market position in next 2 years by bringing new dimensions in the market thus adding a value to our customers and providing those best of best.
Hierarchy
Am CEO at my company Minute made pulpy orange (Coca Cola)
SWOT Analysis
Strength
Packing
Hygienic
For the patients of hepatitis
Weakness:
High cost
Use in urban areas
6 month prevention period
Opportunities:
New product
Assortment
Line extension
Major area is launched
Threats:
Juice
Chances of rejection
Economic condition
Natural disasters
Description of Our Product
Pulpy Orange is a popular drink among youngsters in Pakistan. It is healthy and very refreshing and very much in used. People like to drink in summer season and very much useable for the patients. We are introducing the Pulpy Orange in hygienic bottle packing as to save from germs.
The strategic role of ‘Pulpy Orange' in hygienic bottle packing in the market is
1. To stay as for front in the market.
2. To strengthen and satisfy the needs of new generation.
Situation Analysis
Industry Analysis
Pakistan is the developing country. The major drinks companies are Nestle, Pepsi, Maly etc.
They are providing soft drinks in Pakistan at major level. The sales level of these companies is rapidly increase day by day. In Pakistan people really like to drink soft drinks so keeping in view we are launching ‘Pulpy Orange' in plastic bottle packing. In Pakistan 25% peoples loved to drinks soft drinks in summer season.
Today while the soft drink industry value has increased in 2008. The volume sales of carbonated soft drinks has declined due to large proportion of consumer who are opting for the trend towards health air alternative in the functional drink segment (energy drink, milk and juices) as well as tetra packing juices and water. So in these circumstances a new arrival of Pulpy Orange in packing will create its place in the market easy.
Marketing objectives
The marketing objectives of the marketing plan are concerned around three criteria
1. To create a strong consumer awareness of our Pulpy Orange product.
2. To established wide brand recognition through the capture of market in the functional drinks.
3. To become the top market leader in that particular segmentation.
Target Market
Pulpy Orange is not a new product but we are launching in a new style. So keeping it in mind we should target the whole market on following basis.
1. Geographic segmentation
2. Demographic segmentation
3. Psychographic segmentation
4. Behavior segmentation
Geographic segmentation
Our product will be launched nationwide with emphasis on urban/metropolitan areas and adopted strategies for all geographic groups.
Demographic segmentation
We will attract males and children's especially between the age limits of 10 to 29 years. Three cups of orange juice a day over a 4-week period can significantly increase HDL levels and improve a patient's LDL: HDL ratio, suggests this small study of healthy adults with moderate hypercholesterolemia
Psychographic segmentation
In this segment we will focus on the brand conscious, anchored in popular culture, inclined for differentiation and sophistication ,very tolerated person is that most of them independent on parents. No major responsibilities on their shoulders. Active life and importance of work and social life
Behavior segmentation
The usage rate is seasonal (peak in summer) daily bases and weekly basis and the user status will be those who are not use to drink Pulpy Orange from Nestle. There are also some regular users.
Marketing program
Product strategy
Pulpy Orange in plastic bottle packing, pre bottled ready to drink
Trade name:
"Minute Maid"
Brand personality:
Funny, healthy .cool and energetic
Product life cycle
Pulpy Orange is a low learning product .with a strong marketing promotion. Sales will Begin immediately and the benefits of the purchase are readily understood.
Preservation of Pulpy Orange
We can preserve Pulpy Orange by adding sodium benzoate by the ratio of 625ppm in one litter
Promotion mix
Samples
Contests
Points of purchase
Allowances
Discounts
Others
Place (distribution strategy)
Row will be distributed through these channels such as super markets, stores, foods stores
Vending machines, discounts stores and from direct sales points
Promotion strategy
Objectives
To invite strong awareness the launch of row through generation (10 to 29 years old) consumer as well as parents to win market position over top drinks
Message
Row is a healthy drink for sporty and young peoples who simply enjoy taking care of their body and life.
Concept
• a good sprite in a body • for the out of the ordinary peoples • think outside the traditional row
Media selection
Before choosing the appropriate Medias, it is important to note that new generations only give partial attention to the media. They are typically using more than one communication media at a time that behavior is often called as multitasking advertisement.
Television: PTV, geo news, expresses news
Radio: fm101.1, 106.2
Magazines: family magazine and pool
Outdoors: bus, metro stations and bill boards
Cost of advertisement
3 minutes add on different T.V channels and radio stations and magazine on different times
Personal selling's
Direct contact with retailers and salesman's
Summing up
Based on that analysis row appears to be a profitable and innovative product with a strong outlook for market .upon implementation of a marketing plan the row will regain increased market share and claim its targeted situational position of market leader in the functional drinks segment as well as keeping its long-standing consumer recognition.
Findings
http://www.articlesbase.com/social-marketing-articles/new-marketing-plan-4290857.html