Upload
rizwan-qamar
View
3.040
Download
1
Tags:
Embed Size (px)
DESCRIPTION
Citation preview
PROJECT MANAGEMENT
LAUNCHING SPRING MINERAL WATER IN LAHORE
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)
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.
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.
DELIVERABLES
1. Market Plan 2. Distribution planning 3. Transportation agreement 4. Hiring and selection
BENEFITS
1. Increase in market share 2. Wider geographical coverage 3. Increase in no. of customers 4. Business growth 5. Increase in assets
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.
RESOURCE / SKILLS REQUIRED
Market training officer. Marketing manager Business Advisor Sales forces Inventory controlling staff
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
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
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
LOGIC DIAGRAM
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
PERT