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8/2/2019 17230819 Marketing Plan for a New Product With Diagram
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SUED IN A COURT OF LAW.
Prepared for:
Ms. TABINDA ISLAM
Prepared by:
GROUP LEADER: AQEEL ABBASGROUP MEMBERS:
SADAF PERVAIZ
GHULAM MURTAZAUMER MALIKSHAH BAHRAMAZAM SAQINADEEM HABIB
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DEDICATION
DEDICATED TO OUR LOVING PARENTS & TEACHERS ESPECIALLY MS.TABINDA ISLAM
AND
OUR FRIENDS/CLASS FELLOWS
ACKNOWLEDGEMENT
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First of all, we bow ourselves before ALLAH, the Merciful and Beneficent for
empowering us to start and complete this project.
The work presented in this project has been carried out under the dedicated
supervision ofMS.TABINDA ISLAM. His keen interest and invaluable guidance, in
every stage of the project is greatly appreciated.
SADAF PERVAIZ
AQEEL ABBAS
OMER MALIK
SHAH BEHRAM
AZAM SAQI
NADEEM HABIB
Statement of Confidentiality & Non-Disclosure
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This document contains proprietary and confidential information. All data submitted toSUPERIOR UNIVERSTY is provided in reliance upon its consent not to use or discloseany information contained herein except in the context of its business dealings withFreshness Company Ltd. The recipient of this document agrees to inform its presentand future employees and partners who view or have access to the document's contentof its confidential nature.
The recipient agrees to instruct each employee that they must not disclose anyinformation concerning this document to others except to the extent that such mattersare generally known to, and are available for use by, the public. The recipient alsoagrees not duplicate or distribute or permit others to duplicate or distribute any materialcontained herein without Freshness Company Ltd's express written consent.
Freshness Company Ltd retains all title, ownership and intellectual property rights to thematerial and trademarks contained herein, including all supporting documentation, files,marketing material, and multimedia.
BY ACCEPTANCE OF THIS DOCUMENT, THE RECIPIENT AGREES TO BE BOUNDBY THE AFOREMENTIONED STATEMENT.
OUR MISSION STATEMENT
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"We promise to respect our self and others, have the courage to do what's right, showloyalty to our university, our self, and our community, have tolerance for all, and acceptresponsibility for our words and actions."
EXECUTIVE SUMMARY
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Freshness Company Limited is a Pakistan-based beverages company. The Company isengaged in manufacturing, processing and sale of Beverages; Juices (sugar free,drinking water). The segments of the Company include juices and water products.
Management
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Title
Name
Age
TitleDate
StartDate
Chairman of the BoardSAROOP ANWER
Chief Executive Officer/ Managing Director,DirectorSADAF PERVAIZ
11/28/2007
Head of Finance and Control, SecretaryAQEEL ABBAS
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Business Names
Business Name
Freshness water Limited
Freshness Pakistan Ltd.
General Information
Number of Employees:2,345
(As of 12/31/2007)
Outstanding Shares:784
(As of 12/31/2007)
Shareholders:671
(As of 12/31/2007)
Stock Exchange:KAR
Fax Number:(42) 578-9302
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TABLE OF CONTENTS
Companys Mission Statement 10COMPANYS VISION STATEMENT 10
THE FRESHNES BUSINESS IN LAHORE 11INTRODUCTION TO TEEN-AGE JUICE 12CURRENT MARKET SITUATION 13
Market Demographics 13
Geographic 13
Demographic 13MARKET DESCRIPTION 14
Product review 14
Product Features 14
COMPETITVE REVIEW 15TEEN-AGE JUICE COMPETITORS 15
Benz 15-16
Shezan 17DISTRIBUTORS REVIEW 18SWOT ANALYSIS 19-21PEST ANALYSIS 22OBJECTIVES & ISSUES 23MARKETNG STRATEGY 24Positioning Strategies 24MARKETING MIX 25
Product Strategy 25
Product variety 25
BRAND NAME 26QUALITY 26
DESIGN 26Pricing Strategies 26
Amounts are in Pak Rupees 27
PRICEAND QUALITY GRID 27
Communication Strategies 28CRITERIA FOR PROMOTION 28
Main Sources of Prootion 28
Market Research 29-30
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Marketing Organization 31
Action Programs 31BUDGETTING 32
Electronic edia 32
Print Media 33
Cable operators 33
Main cable operators 34
Billboard 34
Skins advert 34
Expected Revenue 35
On television 35
On News Paper 35
On Cable 36 On Billboard 36
On skins 37Promotion Strategy 38
Push 38
Pull 38Controls 39
Measuring 39
Comparing 39
Correcting 39
Consumer Motivation 40
Innate & acquired needs 40
Emotional Motives 40
Brand personality 40
Personality and color 41
Consumer Perception 41
Just noticeable Difference (j.n.d) 42
Perceptual selection 42
Selective perception 43
Perceptual Blocking 43
Perceptual organization 43
Consumer imagery 43
Perceived quality 44CONSUMER LEARNING 45
Instrumental conditioning 46
Involvement theory 46
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CONSUMER ATTITUDE 46
Tricomponent model 46
Attitude-towards-ad Model 47
Situation Analysis 48Social Analysis 48Environmental Analysis 49
Freshness environmental strategy 49
Main Issues in Focus 49
Supply Chain 50APPENDIX 51-52CONCLUSION 53References 54
COMPANYS MISSION STATEMENT
To set world class standards in the Juice industry through providing a diverse range of
high quality Juice products that are prepared in accordance with Islamic principles
striving to satisfy consumers tastes and needs and serving the Society
COMPANYS VISION STATEMENTTo be a global leader in the Juice industry, dedicated to provide fresh and pure juice
with the highest standard of quality and health and a role model for all Juice providers
There is a strong emphasis on Research and Design in the new organization together
with a willingness to collaborate with other companies to bring advantaged products to
the market
COMPANY'S PUNCH LINE:
Freshness -" Taste with low fats" - People in Pakistan generally refers cold drinks as
Pure Taste. So Freshness wants to give an impression that whenever a customer think
of Pure Taste, he should think of Freshness. So the Punch line makes Taste equal to
Freshness. Of late, we also have the 100 % pure taste.
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THE FRESHNES BUSINESS IN LAHORE
The FRESHNES will commence its operation in Lahore from February 2009. The
factory facility has been founded on a 10 canal area of land in the Industrial area,
Riawind Road Lahore.
The factory is expected to match the demand of our products. We have ensured the
installation of modern, sophisticated and efficient equipment, conforming to the very
latest standards of "Goods Manufacturing Practices".
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INTRODUCTION TO TEEN-AGE JUICE
People started too perished under the scorching heat of summer in our country. They
need an energy drink to refresh themselves. TEEN-AGE JUICE is a fresh juice product.
It provides energy and keeps people fresh when they are felt weak or tired from doing a
lot of 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 at their maximum. With low fats
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The students, employees and 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 refresh.
INGREDIENTS ARE:Apple and Orange Pulp
.
CURRENT MARKET SITUATION
Refresh is a fresh juice product that is going to introduce in the Lahore domestic market.
We are focusing to all levels of generation. The kids, youths, mature and olds and
overall families
The prices of the refresh are moderate, because it is for everyone in the society.
MARKET SEGMENTATION:
The customer of the Refresh consists of following:
a. Geographics:
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The refresh geographic target area is currently Lahore. We are supplying our product to
all area of the Lahore.
b. Demographics:
There is an almost equal ratio between male and female and also kids.
Ages 5--- 50 are the customers. We are focusing offering
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MARKET DESCRIPTION
The TEEN-AGE JUICE is currently facing a very competitive environment. Because the
competitors of the TEEN-AGE JUICE are:-
Shezan
Country
Benz
Sunfresh
PRODUCT REVIEW:
The TEEN-AGE JUICE is available in 125ml size and available in different Flavors like:
Apple
Orange Grapes
Mix-fruit
PRODUCT FEATURES:
The products have the following Features:
Available in different sizes
Fresh original Fruit Juice
Having Protein and Minerals
Tetra Pack Protection packing.
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COMPETITVE REVIEW
TEEN-AGE JUICE COMPETITORS:
The competitors of Refresh juice are more than 10. Benz is leading market right now
and other companies are far away from it. Benz has loyal customers over the years
because it is very old company and customers are aware of its merits & demerits. The
companys first purpose is to compete Benz and other juices which have large market
share.The main competitors are Benz & Shezan.
1.BENZ
PRODUCT:
Benz juices are the products of Benz Pakistan LTD.
QUALITIES OF BENZ:
a. High availability
b. Large range of flavors
c.Standardized and attractive packing
d. large promotion and market coverage
e. Available in Various weights packing.
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PRICE:
Different sizes are available in various prices. Minimum price is 15 Rs.
PROMOTION:
They promote this product through
a. Electronic media
b. Print Media
c. FM Radio stations
d. Wall Chalking
e. Billboard
PLACE:
Benz has wide networks all over Pakistan it has more than 300 distributors in all over
four provinces of Pakistan.
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2.SHEZAN
PRODUCT:
The product we selected is shezan juice a product by Shezan international Ltd
QUALITIES OF SHEZAN:
a. High availability
b. Large range of flavours
c. Standedised and attractive packing
d. large promotion and market coverage
e. Available in Various weights packing.
PRICE:
Minimum price of juice is 10 R.s .
PLACE: Shezan has a large market share in Pakistan.
PROMOTION:
They promote this product through
a. Electronic media
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b. Print Media
c. FM Radio stations
d. Wall Chalking
e. Billboard
DISTRIBUTORS REVIEW
To assure the availability of its product Refresh juice has established effective network
of registered dealers. The main target of these juices is Lahore.
We dont have our own distribution channel; we have a third party association for this
activity. The distributor directly picks the order from the factory floor and distributes it to
the various retailers and wholesaler.
The end consumer would then purchase TEEN-AGE JUICE from the retailer. The
distributor hired by us is amongst the most reliable distributors in the region. They enjoy
a flawless reputation combined with business relations with numerous retailers even inthe rural areas of Lahore and near sides. This has ensured that TEEN-AGE JUICE will
be made available all over Lahore.
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MANUFACTURER DISTRIBUTOR RETAILER CONSUMER
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SWOT ANALYSIS
STRENGTHS:
Updated technology plant
Quality product
Specialists available for specialized jobs and tasks
Very experienced staff to its credit
Medical insurance of employees
Pakistani made
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Targeted to low and middle class people.
Reasonable price
Approved from health department ministry of health
International standard packing
Artificial flavors free
Expiry date above 3 months
WEAKNESS
new juice industry
small distribution network
Only three flavor.
OPPORTUNITIES
Increase the distribution network.
Pursue the newer technology & techniques.
Market is very big & attractive.
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Take-over of the distributor
Gain control of more than 50% of the market share.
Increased demand of high quality products due to Lahore being a developed city.
THREATS
Political instability.
No political affiliation
lack of production
lack of distribution
new entrance from the exiting competitors
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so many competitors
retaining consumers
Economic instability.
Increases of general sales tax
Increase in prices of electricity (increase in manufacturing overheads, hence
decreasing profit
margin unless prices are increased)
Imposition of heavy taxes on import of machinery
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Pest Analysis
Analysis
Political
Economical
Social
Technological
Political factors:
Environment is investor friendly beverages sector is under de-regulation.
Economical factor:
Market should consider long term and short term of a trading market. Inflation is
controlling by state bank and under strict eyes but unemployment rate is going up and
up with the increase level of poverty.
Social factor:
As Pakistan is an Islamic country and people are very strict in case of Islam any things
against the philosophy of Islam on either print or electronic media are treated as against
Pakistan.
Technological factor:
Company has technology with which they can compete in the Pakistan and nowcompany is investing in their infrastructure to not only expand but also to upgrade theirexisting structure.
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OBJECTIVES & ISSUES
Objective and Goals must be smart for the purpose of marketing plan as we know
SMART means specific, measurable, attainable, realistic and timely
Growth in all regions.
Satisfy our customer.
Provide high quality Fruit Juice.
FIRST YEAR OBJECTIVE:
The objectives are
Profit maximization.
To earn a good reputation and create a good image of the company.
SECOND YEAR OBJECTIVES:
Increase the advertisement.
Generate 60% brand awareness with in the consumers target market.
ISSUES:
Following are the issues that TEEN-AGE JUICE is facing:
In relation to the product launch our major issue is the ability to establish a well
regarded brand name linked to a meaningful positioning. We must heavily invest in
market to create an image of our company and our brand. We also need to measure the
awareness and response from the customer about our product. So we can adjust our
marketing efforts.
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MARKETNG STRATEGY
The market strategy is based on positioning of the product in the mind of consumers.
Providing high quality Juice to the customers.
Targeting upper-end income as the end customers.
1. POSITIONING STRATEGIES :
We want to put an image of our product in the consumers mind as compare to
competitors product. We want to target the high school, college and graduate students
who have to work hard and need to TEEN-AGE JUICE them in an instant. We have to
position our product on the base of quality, cost and nutritions.
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MARKETING MIX
Product
Price
Promotion
Place
2. 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 teams.
PRODUCT VARIETY:Our product would be available in the following flavors:-
Apple
Orange
Grapes
Mix-fruit
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BRAND NAME:
The name which we have chosen for our product is TEEN-AGE JUICETEEN-AGE JUICE.
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 materials
DESIGN:
TEEN-AGE JUICEis a sweet, refreshing Juice with an eye catching Tetra hedral
pack.
3. PRICING STRATEGIES:
Our pricing strategies for the product are for total cost, which include custom services
and other expenses. Pricing strategy usually change 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.
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Amounts are in Pak Rupees:
Total cost per kg = 14.40Units produced per kg = 4 kgPer unit production cost= 14.40/4= 3.60/-Packing per Juice= 1.75/-Per straw = .15/-Card board box for 27 juices = .25* 27 = 6.75(.25)Total packing cost per juice pack = 1.75+.25 = 2.00/-Total cost per juice pack = 3.60+2.00+.15= 5.75/-
Profit margin per juice pack: 1.667Selling price per juice pack (distributor)/Invoice price per juice pack = 7.40/-Selling price per box containing 27 juice packs (distributor) = 200.00/-Profit per unit (manufacturer) = 1.667
Profit per pack sold (27 juice packs) = 45
Trade price= 7.40 Retail price= 10.00
PRICEAND QUALITY GRID: This grid shows what pricing strategy a firm is perusing:-
ECONOMY
PENETRATION
FRESHESSFRESHESS
SKIMMING PREMIUM
According to this grid we are offering high quality at low price. So we are followingpenetration strategy.
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PRICE
LOW
HIGH
LOW HIGH
Quality
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4. 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 image in the mind of customers,
so that they will buy only our products.
CRITERIA FOR PROMOTION:In promotion our main objective is to provide:
Awareness
Knowledge
Liking
Preference
Purchasing
MAIN SOURCES OF PROMOTION:
skins
Print Media
Electronic Media
Cable network
5. MARKET RESEARCH:Using research, we are identifying the benefits that our target market segments value.
Using the research tools as:
o Feedback from test market
o Surveys
o Questionnaires
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Brand awareness research will help us determine the effectiveness and efficiency of our
message.
Example:
1. I enjoy juice that is:
Fresh squeezed
Made from concentrate
Without pulp
With some pulp
Anytime at all
Others:
2. I usually prefer the following brands of juice:
Nestle
Benz
Shezan
Other:
3. I drink juice because:
It's a good source of energy
It's a good source of vitamins
It goes well with other foods
It tastes great
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Others:
4. about the price of juice:
I don't care much.
I buy less when the price goes up.
I buy extra on sale & store them.
5. About the brand(s) I buy:
I often switch based upon price
I sometimes buy juice
I always buy the same brand
Other:
6. I own a juice machine and squeeze my own juice.
Yes, sometimes
Yes, everyday
No...
7. I am:
Female
Male
8. My age group is:
Under 10
11-20
21-29
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30-39
40-49
50-59
6. MARKETING ORGANIZATION:
FRESHNESSs chief marketing officer, GHULAM MURTAZA, holds overall responsibilityfor all of the companys marketing activities. There are other subordinates with him to
help the sales campaigns, trade and consumer sales promotions, and public relations
efforts.
7. ACTION PROGRAMS:
The TEEN-AGE JUICE will be introduced in February. Following are summaries of the
action programs we will use during this summer session to achieve our statedobjectives.
Januarywe will initiate 1000000 rupees trade sales promotion campaign to educate
dealers and generate excitement for the product launch, and provide sample crates to
our selected product reviewers, opinion leaders and celebrities as part of our public
relation strategy.
FebruaryWe will start an integrated print/displays/television campaign. The campaign
will show how many features the TEEN-AGE JUICE have for users to reenergize
them.
June As the juice advertisement continues, we will add consumer sales promotion by
including them to our messages. We will also support or retailer to increase our sales.
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July-AugustWe plan to roll out a new advertisement having new views of customers
who have used our drink which will help to promote our juice.
8. BUDGETTING:
Electronic Media
Print Media
Cables operator
Billboards
Skins advert
A. ELECTRONIC MEDIA:
Geo:
For 15 days
2000 PST
30sec
3 times in a day
6 lacs
B. PRINT MEDIA:
Nawai waqt:
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Front page quarter page 4 colour
For 2 days
30000 * 2 = 60000
27 on after 3 days at back
7000* 8 = 56000
Jang:
Only on Sundays
30000*4= 1 lac 20 thousand
236000/-
C. CABLE OPERATORS:
Advertisement will play only at Ten Sports and on Star plus in evening from 6 to 12 pm
because viewer ship of these channels are more as compare to others. For the purpose
of this company decides to spend Rs. 100,000. In this budget 4 cable operators with
maximum coverage in Lahore city will play ad on the above-mentioned channels in
routine for 2 months.
Main cable operators
Sanda to mansoora
Food Street to mughalpoora
100000*2= 2 lacs/2= 1lac
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D. BILLBOARDS:
Company decides to take billboards for its starting advertisement campaign this is a
plan of 15 days rent for billboard is Rs.100, 000 each. The sites selected by the
company are in the areas of Mall Road, DHS, Allama Iqbal Town, Liberty Market, kalma
chowk,
5 * 100000= 5 lacs
E. SKINS ADVERT:
50 main stores/areas/shops in city
Per skin cost 200
80* 200 = 16000/-
Expected Revenue
Total population of Lahore = 7500000
A. ON TELEVISION:
Expenditure: 600000/-
20% of population viewed our ad= 7500000*20 /100 =1500000
10% of viewed population tried our product = 1500000 * 10 / 100 =150000
10% of population tried became our average customer = 150000*10/100=15000
On 1 unit sold we get profit = 1.667/-
On 15000 units we get = 15000*1.667 =25005/-
For 30 days = 2 5005 * 30 =750150/-
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Revenue = 750150/-
B. ON NEWS PAPER:
Expenditure: 236000/-
Total readership = 3000000
25% of Readership viewed our ad= 3000000*25 /100 = 750000
10% of Readership tried our product =750000 * 10 / 100 =75000
10% of tried became our average customer = 75000*10/100 = 7500
On 1 unit sold we get profit = 1.667/-
On 7500 units we get = 7500*1.667 =12502.5/-
For 30 days = 12502.5* 30 =375075/-
Revenue = 375075/-
C. ON CABLE:
Expenditure: 100000/-
10% of population viewed our ad= 7500000*10 /100 = 750000
10% of viewed population tried our product = 750000 * 10 / 100 =75000
10% of population tried became our average customer = 75000*10/100 = 7500
On 1 unit sold we get profit = 1.667/-
On 13000 units we get = 7500*1.667 =12502.5/-
For 30 days = 12502.5 * 30 =375075/-
Revenue = 375075/-
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D. ON BILLBOARD:
Expenditure: 500000/-
20% of population viewed our ad= 7500000*20 /100 =1500000
10% of viewed population tried our product = 1500000 * 10 / 100 =150000
10% of population tried became our average customer = 150000*10/100 = 15000
On 1 unit sold we get profit = 1.667/-
On 15000 units we get = 15000*1.667 =25005/-
For 30 days = 25005 * 30 =750150/-Revenue = 750150/-
E. ON SKINS
Expenditure: 16000/-
Total readership = 300000
25% of Readership viewed our ad= 300000*25 /100 = 75000
10% of Readership tried our product =75000 * 10 / 100 =7500
10% of tried became our average customer = 7500*10/100 = 750
On 1 unit sold we get profit = 1.667/-
On 13000 units we get = 750*1.667 =1250.25/-
For 30 days = 1250.25 * 30 =37507.5/-
Revenue = 37507.5/-
Total revenue: 2287957.5/-
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Only total expenditure: 1552000/-
2287957.5- 1552000 =735957.5/-
Promotion Strategy
"Push or Pull"?
Marketing theory distinguishes between two main kinds of promotional strategy - "push"and "pull".
Push:
A push promotional strategy makes use of a company's sales force and tradepromotion activities to create consumer demand for a product. The Freshness promotesthe product to wholesalers, the wholesalers promote it to retailers, and the retailerspromote it to consumers.For example Freshness promote their products via retailers such as Juices, energydrinks. Personal selling and trade promotions are often the most effective promotionaltools for companies such as Freshness. for example offering subsidies on the Differentflavors of juices to encourage retailers to sell higher volumes. A "push" strategy tries to
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sell directly to the consumer, bypassing other distribution channels (e.g. sellinginsurance or holidays directly). With this type of strategy, consumer promotions andadvertising are the most likely promotional tools.
Pull:
A pull selling strategy is one that requires high spending on advertising and consumerpromotion to build up consumer demand for a product. If the strategy is successful,consumers will ask their retailers for the product, the retailers will ask the wholesalers,and the wholesalers will ask the producers.
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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 the it must be corrected.
Three main functions are performed under this element of planning that is:
Measuring
Comparing
Correcting
Measuring:
We can check our marketing condition through measuring in which different types of
tasks may be performed like
Surveys
Questionnaires
Comparing:
In controlling process we compare our product with our standards.
Correcting:
If any problem occurs then correcting process will take place in which we found thatfrom where the problem will arises.
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Consumer Motivation
Innate & acquired needs
Consumer can fulfill both his basic innate need (thirst) and acquired need (egoistic
need) at the same time.
Emotional Motives
We will target the emotional motives (pride) of consumers. The consumers will feel
proud of drinking tin pack drink, and show his belonging to a particular class.
Brand personality
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Brand Personality
Excitement Competence Ruggedness
- Spirited- Up-to-date
- intelligent - outdoorsy
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We will later develop ads showing successful student in the college using our TEEN-
AGE JUICE. As well as adventurous and thrilling ads, ads with the famous celebrities
like Atif Aslam & Ali Zafar.
Personality and color
As we are targeting the youngsters, so the packing will include base color silver, with
blue and red fore color.
Silver wealthy
Red exciting, passionate
Blue authority
Consumer Perception
Just noticeable Difference (j.n.d)
The competitors quantity of tin pack is usually 330 ml. But our products quantity will be
350 ml (above j.n.d level). Provide less calories 35.4 kcal (above j.n.d level).
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Perceptual selection
Nature of stimulus:
Our brand name is TEEN-AGE related to teenage YOUTH. The brand name will be
easy to remember, recall and the consumers can relate it to the youngsters.
Expectation:
It is the common perception of Pakistani people that the local made JUICES like
Country, fruity etc. are of inferior quality. Similarly, the drinks in regular bottles aremostly counterfeits.
In order to change the perception, we have introduced the drink in Tin pack to establish
good image about the quality.
Selective perception
Selective attention:
We will use attractive colors like olive, orange in the back ground of the advertisement
in the print media in order to get the attention of the youngsters. The advertisement will
be pasted up side down, so that the consumers will pay special attention to the ad as it
will create a unique look.
Also in the T.V advertisements, the popular songs of Pop singers like Atif Aslam , Ali
Zafar will be played as background music for stimulus generalization.
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Perceptual Blocking:
We shall organize and sponsor a 20/20 Cricket Cup among the regional cricket
teams.
Place our products advertising hoarding in the cricket matches of Pakistan.
Be the official sponsors of the Pakistan Hockey team.
Repetition of advertisement on different channels.
Placement of product in T.V dramas.
Organize musical concerts.
Sponsor the Geo sports news.
Perceptual organization
Figure and ground
Attractive colors like olive, orange in the back ground of the advertisement in the print
media.
Popular songs of the Pop singers like Atif Aslam , Ali Zafar will be played as background
music in T.V advertisement and these celebrities will also perform in the advertisement.
These celebrities are popular among the youngsters.
Consumer imagery
Product positioning
TEEN-AGE JUICE will be positioned as a drink for the youngsters who are enthusiastic,
extroverts and energetic and who enjoy their life.
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Perceived quality
Extrinsic cues
TEEN-AGE JUICE will be introduced in Tin pack to establish good image about
the quality.
As we are targeting the youngsters, so the packing will include base color silver
, with blue and red fore color.
Pop singers Atif Aslam , Ali Zafars appearance in the advertisement.
CONSUMER LEARNING
Classical conditioning
Repetition
Repetition of advertisement on different channels.
Stimulus discrimination
Positioning TEEN-AGE against the competitors (NESTLE, SHEZAN) as drink for the
youngsters who are enthusiastic, extroverts and energetic and who enjoy their life.
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Instrumental conditioning
Shaping
Free drinks will be offered through promotional campaigns at the school, colleges,
universities, shopping malls. One tin can will be given free on purchase of 2 two 1.5 liter
pack of Teen-age.
Involvement theory
Peripheral Route
Pop singers Atif Aslam , Ali Zafars appearance in the advertisement.
CONSUMER ATTITUDE
Tricomponent model
As our product is a low-involvement product and soft drinks is mostly related to
impulsive buying. We are following the peripheral route, so the following will be the
sequence
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Affective Co native Cognitive
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Attitude-towards-ad Model
Our desired objective is to form the consumers attitude through the following route:
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Company DCompany E
Company F
Company G
Company H
ExPro
ExLice
ExPro
E
FWeb Develo
Exposure to AD
Feeling from Ad(Affect)
Belief about Brand Attitude toward Ad
Attitude towards brand
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Situation Analysis
Social Analysis:
For beverages companies, take back and recycling add value. They support brandvalue and customer loyalty and inspire customer insights. They also demonstrateenvironmental responsibility.
Manufacturers like Freshness are generally in a disadvantaged position for take back,due to the costs involved and the lack of many consumer touch points.
Again in new products. In a typical consumer scenario, such as when a healthconscious customer is perceived value. Successful take back is also driven to a greatextent by economics and market factors, which in turn place large quantities of usedBeverages in refreshing scenarios. This causes concern for the quality and safety ofproducts repaired or altered outside of the intense controls fundamental to a juiceproduction process.By governments. There are various take back channels and Freshness company haslimited control over the actual flows. Despite the challenges posed by the logistics ofexistent.
Freshness is also piloting different forms of cooperation with operators and distributors,such as collection Raw material at point of Distributers, as well as in various industrylevel schemes
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Environmental AnalysisFreshness aims to be a leading company in environmental performance. By working toreduce the adverse environmental impacts of our products and activities, our customerscan use our products with confidence and good conscience. Combining environmentalissues into daily work makes business sense for Freshness. By working to reduce theadverse environmental impacts of our products and activities, we minimize risk, ensurelegal compliance, gain stakeholder acceptance, and help advance the long-termsuccess of our company. Our customers can also use our products with confidence andgood conscience. Through our environmental strategy, we work to ensure that ourproducts are safe for Health use. Teen-age juice by Freshness Company is a trusted
brand and we take thattrust seriously.
Freshness environmental strategy:
Freshness is a leading company in environmental performance. Freshnesssenvironmental strategy is based on lifecycle thinking, beginning with the extraction ofraw materials and ending with recycling and disposal of as well as the reintroduction ofrecovered materials into the economic system. Our goal is to make people healthy and
fresh, which have no undue environmental impact, consume energy efficiently, and thatcan be appropriately reused, recycled or disposed of. Freshness's environmentalstrategy is integrated with our business strategy. Our four business groups have setenvironmental targets for their own activities to implement our corporate levelenvironmental strategy.
Main Issues in Focus:
Three important global issues remain at the forefront of much of Freshnesssenvironmental work. End-of-life products and energy efficiency.
* Substance management during the planning and design of our products, one of ourmain focus areas is their material content. We are continuously analyzing the materialsused in our products with the aim of reducing the amount of potentially hazardous orHarmful content.
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* we have many years to exist in a market for our own arrangements for Juice andother beverages , as well as for make strong customer relationship. Freshness isassuming product responsibility as defined by the directive as it is implementedthroughout Pakistan. And of course in Centers and Flagship stores in all markets wherewe do business.
* Energy efficiency In our product creation as well as our own operational activities, animportant area for continuous performance improvement is in energy efficiency. Wehave consistently been able to reduce the energy intensity of our products.
Supply Chain:We are committed to reducing the environmental impact of our business. We expect allBeverages suppliers to take a similar approach. At Freshness, we believe in long-termpartnerships with suppliers who share our approach to ethical business. Together wework hard to anticipate risk, demonstrate company values, enhance our governancepractices, increase employee satifaction and look after the communities where we dobusiness.
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APPENDIX
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Country FRESHNESS
Resources
Logistics
BeveragesExperience
System design skill
Brand power
ConsumerRelationship
Cleverness
Industrial design
Music solution
Breadth
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CONCLUSION
Freshness is become to world leader in Beverages Industries, driving thetransformation and growth of the converging Healthy and Energetic Environment.Freshness is about enhancing taste and exploring new way to feel fresh and healthy.Explore the full potential of TEEN-AGE with Different Flavors coming in market with fullof competition
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References
www.google.com
www.freshness.com
Visited seniors of Superior University
www.superior.edu.pk
Visited teachers
By own thinking
Concern Books Related to Report Writing
Koen, B. V., 2002. On the importance of "presence" in a web-based course, Frontiersin Education Conference. Vol. 1, pp. T3E/21-T3E/26.
Zou, P., Marsden, P. and Ong, E. 2002. The application of E-learning in construction
management programs, AUBEA Conference.
Wang, A.Y.2002. Predictors of web-student performance: The role of self-efficacy and
reasons for taking an on-line class, Computers in Human Behavior, Vol. 18, No. 2, pp.
151-163
http://www.google.com/http://www.freshness.com/http://www.superior.edu.pk/http://www.google.com/http://www.freshness.com/http://www.superior.edu.pk/