REPORT ON LAUNCHING OF NEW PRODUCTREFRESH JUICE

Contents of Marketing Plan

Part 1: Dedication

Part 2: Acknowledgement

Part 3: Executive summary

Part 4: Introduction

a) Vision statementb) Mission statementc) Companyd) Product

Part 5: Analysis

a) Current market situationb) Objectivesc) SWOT analysisd) Market surveye) Marketing strategy f) Basis of segmentationg) Targetingh) Marketing mix

Part 6: implementation and control

a) Budgetingb) Action programs

Part 7: Annexes’

a) Customer feedback survey

Executive summary: This report explains the marketing plan for launching a fresh juice named treesweet. This product has been made by The Icee Company and is approved from the Ministry Of Health. In the very beginning of the report I explained the vision and mission statement of the company and I have further carried out. It will be introduced in the market with the help of various promotional displays and advertisement and distribution of the samples to the general public. This report examines that this product is initially launches in CYBERJAYA domestic market. The study includes both primary and secondary research. The primary study focus on survey of the competitors and the likings and disliking of people. Through this strategy company can penetrate in the market and can attract bulk of customers. For this purpose I have conducted SWOT analysis of the company to see company’s strengths, weaknesses, opportunities and threats. Then I have explained the purposes, benefits, and objectives of the product. Then I have made the marketing mix strategy of my product. I have divided market into different segments and decide to target kids, youngsters, mature and old age persons. I have also paid special attention to the packaging, color, and price of the product, I have decide to place my product in the cyberjaya market, especially canteens of schools, colleges, and universities.I will promote my product through electronic media, cable, and outdoor sources. I have also conducted customer feedback survey to know the opinion of public about my product. So that I can develop it accordingly to the plan.

INTRODUCTION TO THE ice company Company’s vision statement: “Be the leader in the customer value”

Company’s mission statement:

“To set world class standard in the juice industry through providing a diverse range of high quality juice products that are prepared. In accordance with the Islamic principles striving to satisfy consumers’ tasks and needs and serving the society.”

THE ICEE COMPANY BUSINESS IN CYBERJAYA:

ICEE COMPANY will commence its business in CYBERAJAY from October 2016. The factory facility has been founded on 2o canal area of land in the Industrial Area of the city.

The factory is expected to match the demands of the product. Wee have ensured the installation of modern, sophisticated and efficient equipment conforming to the very latest standards of “Goods Manufacturing Practices”.

INTRODUCTION TO “REFRESH”

People started to perished under the heat, as we all know how hot it can get in Malaysia. They need an energy drink to refresh themselves. The TREESWEET is a fresh juice product. It provides energy and keeps fresh when people feel weak or tired from doing work.

It contains vitamins and proteins, which is a useful energy source. Vitamins give freshness and proteins are the energy cells that recharge the human body, so that they work their maximum.

The students, employees and workers become tired due to the workers become tired due to the work burden and sunlight, which make them, feel loose. They need an energy drink that makes them re energize so they may be able to perform better again and feel fresh.

Slogan:

“The taste cant find nowhere else”

Ingredients are:

Mango, orange, apple and mixed Sugar Ascorbic acid Stabilizer Preservative Artificial flavor Beta carotene

Current Market Situation:

Treesweet is a fresh juice product that is going to be introduced in the domestic market cyberjaya. We are focusing to all levels of generation. The kids, youth, old and over all families.

The price of the

Treesweet of moderate, because it is for everyone in the market.

Objectives:

Following are some of the objectives of the company;

To increase the 25% market share To increase the length of product line i.e. its five now, we should increase

it to 6 or 7 soon. To increase profits To face strong competitors i.e. like F&N and Nestle

SWOT Analysis:

Strength

Weakness

Opportunity

Threat

Strengths:

Updated technology plant Quality product Specialists available for specialized jobs and tasks Hire experienced staff Medical insurance of employees Malaysian made Targeted to low and middle class people Reasonable price Expiry date above 6 months

Weaknesses:

New in juice industry Small distribution network Strong competitor No market share Limited experience of customers

Opportunities:

Increase the distribution network Acquiring the newer technology and techniques Market is very big and attractive Takeover of the distribution

Threats:

Political instability New entrance from the competitors So many competitors Retaining consumers Economic instability Increase of general sales tax Development of plant

Our Competitors:

The TREESWEET is currently facing a competitive environment. Because the competitors of TREESWEET are:

F&N Country Nestle

Product review:

The TREESWEET is available in 250ml size and available in different flavours like:

Mango Orange Apple Pineapple Mix fruit

Competitive Review:

Treesweet Competitor:

The competitors of Treesweet are more than 5. Nestle and F&N are leading market right now and other are far away from it.

Nestle andF&N have loyal customers over the years because they are very old and customers are aware of their merits and demerits. The company’s first purpose is to compete with the competitors having large market share.

The main competitors are;

F&N COMPANY

Product:

All juice is a product by F&N International Ltd.

Qualities:

High quality availability Large range of flavors Standardized and attractive packing Large promotion and market coverage Available in various weights packing

Price:

Minimum price of juice is Rs. 15

Place:

F&N has a 35% market share in MALAYSIA.

Promotion:

They promote their product through

Electronic media Print media FM radio Sales promotion

NESTLE

Product:

Nestle Fruita Vitals is a product by Nestle International.

Quality:

Large promotions and market coverage Large range of flavors High availability

Price:

Minimum price of juice is Rs.20

Promotion:

They promote their product through

Electronic media Print media Sales promotion

Place:

Nestle has a 45% market share in Malaysia.

Marketing strategy:

The marketing strategy is based on positioning of the product in the mind of consumers.

Providing high quality juice to the customers We will distribute our product on mass level to that we can maximize

the profitability

Positioning strategies:

We want to put an image of our product in the consumers mind as compare to competitor’s product. We want to target the high school, college and graduate students and government sectors that have to work hard and need to “Refresh” them is an instant.

Market Segmentation:

Treesweet will have market segmentation on two basis;

Geographical segmentation Demographic segmentation

Geographical segmentation:

The Treesweet geographic target area is Cyberjaya,putrajaya and kuala lumpur and other citiest in Malaysia. Supplying product to all areas of cyberjaya, and have further divided the city into five zones.

Zone A: Penang Zone B: Kuala Lumpur Zone C Sabah Zone D: Cyberjaya

Zone E: Putrajaya

Demographic segmentation:

Demographic segmentation is done on the basis of;

Age Gender Income occupation Education Lifestyles Social classes Family size

Market Targeting:

Steps involve in it are;

1) Evaluate market segments :The segments have been selected need to be evaluated properly. For this three points are considered that are:

Segment size and growth : it needs to consider the geographic and demographic segments company has selected for introducing juice, the size of the segment where the juice is going to be launched and its growth.

Segment structural attractiveness : it involves power of the buyers of the juice, suppliers of the juice and its availability in the segment

Company’s objectives and resources : targeting should be done in a way so that the company can achieve its targets with the resources it have

2) Selecting segments: the segments selected by the company for juice are: Undifferentiated Niche (concentrated)

Targeting:

Company will target following customers:

Kids Youth Mature Youngsters

Marketing mix:

Product Price Promotion Place

Product strategy:

Develop the long term relationship with the customers Give values to the customers to delighting them Do whatever it takes not to satisfy the customers but retain our customers

In order to accomplish this objective the company has established sales, marketing and support terms

Product variety:

Our product would be available in following flavors:

Mango Apple Orange Grapes Mix fruit

Brand name:

The name which we have chosen for our product is “Treesweet”

Quality:

High quality assurance would be our first priority. This would be ensured by:

Implementing high quality standards Total quality management Acquisition of the high quality raw material

Design:

“Treesweet” is a sweet, refreshing juice with an eye catching Tetra pack.

Features:

Here are some features of our product:

Fresh original fruit juice Provides proteins and minerals Provides vitamins Beneficial for kidneys Excellent in taste Give freshness Tetra pack protection packing

Packaging:

Product units are packed in 6-layerad Tetra Pack Brick Aseptic

Pricing strategies:

Our pricing strategies for the product are for total cost, which includes customs services and other expenses. Pricing strategies usually changes as the product passes through its life cycle. The price should be set at moderate level in order to attract a large number of buyers and to gain large market share.

Amount in Pak Rupees:

The total per unit price for 250 ml packs that we will offer as follow:

The cost of fruits Rs.3 Electricity Rs.2 Factory overhead Rs.3 Miscellaneous Rs.2 Retailer margin Rs.2 Profit Rs.3 Total price Rs.15

In accordance to our strategy we have decided to offer the product to the customers at the price of Rs.15.The price is very much compatible and the offer is substantial enough to attract a large percentage of market in very quick time.

Current Product New ProductCurrentMarket Market Penetration Strategy Product Development Strategy

NewMarket Market Development strategy Diversification Strategy

i. WegiiO

According to this grid we are introducing new product in current market so we follow Product Development Strategy.

Communication strategies:

Promotion:

Actually the promotion is a first step when we are launching a new product but we make its strategies in last. We want to make a good product image in mind of customers, so that they will buy only our product.

Criteria promotion:

a) Awarenessb) Knowledgec) Likingd) Preferencee) Purchasing

Main Source Of Promotion:

I. Electronic mediaII. Print media

III. Cable networkIV. Bill boardsV. Hoardings

Electronic media

Channels Time Duration TotalTV9 Prime Time,Post

Prime Time1 Min 12 15 000

TV2 Prime Time,Early Day

1Min 1 80 000

8TV Early Day,Prime Time

1Min 1 75 000

TV1 Post Prime,Pre-Prime

1Min 2 40 000

TV3 Early Time,Prime Time

1Min 2 80 000

Total 20 90 000

Print media:

News paper &magazines

Page Coloured or black and white

Size Daily basis

Weekly basis

Charges

Jang Front Coloured Standard size

Daily 18600

Express Mid Coloured Standard size

Daily 5000

Din Front Coloured Standard Daily 15000

sizeThe Daily Times

Back Coloured Standard size

Daily 17500

Nawa waqt Back Coloured Standard size

Daily 15000

Akhbar-e-jahan

Back Coloured Full size Weekly 600 000

Total 683600

Bill boards:

Location Size Duration Total cost

Jugno Chowk 20*60 1 month 2 15 000Jail Road 20*60 1 month 70 000Town hall 20*60 1 month 1 15 000Club Road 20*60 1 month 1 50 000

Total 5 50 000

Hoardings:

Location Size Duration Total costShahi Road 30*90 1 month 12 00 00Khanpur Road 30*90 1 month 10 00 00City Centre 30*90 1 month 10 00 00

Total 32 00 00

Cable:

Location Time CostGulshan-e-usman 6:00to10:00 30000Gulshan-e-iqbal 4:00to8:00 10000Abbasia Town 12:00to8:00 25000Church Road 5:00to11:00 20000

Total 85000

Benefits:

Following are the additional benefits which are offered to the customers to give them value:

I. Give 5 rappers and get one free juice packII. Purchases ten juice pack and get one pack freeIII. If you purchases a small crate of juice then you will able to participate in lucky

draw and you can win following prizes:1. Samsung FM Guru2. DVD system3. Rs.5000

Places:

Distributors Review:

To assure the availability of its product.”Refresh” juice has established effective network of registered dealers. The main target of these juice is Rahim Yar Khan.

The end consumers would then purchases “Refresh” juice from retailer. The distributor are the most reliable distributors in the region. They enjoy a flawless reputation combined with business relations with numerous retailers even in the rural area of the Rahim Yar Khan and near sides. This has ensured that “Refresh” will be made available all over Rahim Yar Khan.

MANUFACTURER

DISTRIBUTOR

WHOLESELLERRETAILER

CONSUMERS

Budgeting:

Sr. No Description Amount1 Cost of land 250,00,0002 Raw material 5,00,00003 Stationery 50,0004 Office expenses 1,00,0005 Furniture 5,00,0006 Staff salaries 50,0007 Freight inward charges 60,0008 Repair and maintainance 150,0009 Research and development 90,00010 Technology 10,00,00011 Marketing media expense 6,648,630

Total 38,648,630

Controls:

This is the main and last element of the marketing planning by using this we can check our product standard by comparing it with our standards if there is any problem arrive in marketing plan then it must be corrected

Three main function are performed under this element of planning that is:

1. Measuring 2. Comparing3. Correcting

Measuring:

We can check our marketing condition through measuring in which different types of tasks may be performed like:

Survey

Survey for the future:

In order to learn weather people would like to buy or use our product, we have decided to conduct a market survey in future so that we can assure that people likes our product or not.Comparing:In controlling process we compare our product with our standardsCorrecting:

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

A Marketing Organization:

Refresh’s chief marketing officers,holds overall responsibility for all of the company’s marketing activities.There are other subordinates with him to help the sales campaigns,trade and consumer sales promotion,and public relation efforts.

Action programs:

The Refresh will be introduced in may. Following are summaries of the action program we will use during this summer session to achieve our stated objectives.

Step 1:

We will initiate 80,00,000 rupees trades sales promotion campaign to educate dealers and generate excitement for the product lunch and provide sample crate to our selected product reviews, opinion leaders and celebrities as part of our public relation strategy

Step 2:

We will start integrate print/display/television campaign. The campaign will show how many features the Refresh have for user to reenergize them.

Step 3:

As the juice advertisement continues, we will add consumer sale promotion by including them to our messages. We will also support or retailer to increase our sales.

Step 4:

We plan to roll out a new advertisement having new views of customers through survey who have used our drink which will help to promote our juice.

CUSTOMER FEEDBACK

SURVEY

ii. Giii.iv. oo

v.vi.

REFRESH JUICEFJ Beverages

We hope you enjoyed the taste of Refresh! To help us better serve you, please complete this survey and return it to us at your convenience. Thank you!

Very Important

Somewhat Important

Not Important

AvailabilityDiscounts offeredPackagingPriceJuice Range

How many times you take juice daily?a) 1b) 2c) More than 2 d) None

Which juice you prefer to have?a) Looseb) Packed

At which brand you rely?a) Nestleb) Shezanc) Refresh

You like juice?a) With sugarb) Without sugar

What matters you most?a) Tasteb) Qualityc) Price

How many points will you give to these products out of 10 pointsa) Nestle _____b) Shezan _____c) Refresh _____

Up to how much price can you pay for a 250ml juicea) Rs. I5b) Rs. 17c) Rs. 18d) Rs. 20

Which flavor you like the most?Ans: Would you recommend our juice to your friends?Ans: Please rate the quality of our product

a) Excellentb) Goodc) Average

Any suggestions: _______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

I n promotion

objective is to provide:

uhwjshjh