Business Pla

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Business Plan

YOGI

DELIGHTThe Delight you cant

resist!

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GROUP MEMBERS

Abeer Khan

Adil Bashir

Amna Rehan

Arsalan Ahmed

Asif Damani

Muhammad Owais

Shamilah Rashid

This document is confidential.

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TABLE OF CONTENTS

Table of Content 3

Executive Summary 4Vision/Mission Statement And Goals 5A. Vision Statement 5

B. Goals and Objectives 5C. Keys to Success 6

Company Summary 7A. Company Background 7

B. Resources, Facilities And Equipment 7C. Marketing Methods 8D. Management And Organization 9E. Social Responsibility 10F. Internal Analysis 11

Products 13Market Assessment 14A. Examining The Market: 14

B. Customer Analysis 15C. Industry Analysis 16

Strategic Implementation 17A. Production 17

B. Resource Needs 18

C. Sourcing/Procurement Strategy 19

D. Marketing Strategy 19

E. Performance Standards 21Financial Plan 2

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Financial Projections 22B. Contingency Plans 23

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EXECUTIVE SUMMARY

Our vision at Yogi Delight is to deliver a oneof a kind nutritional and pleasurableexperience made up of delicious productsand an inspiring environment. Yogi Delightwas launched in 2004 with one product andwithin 7 years, it has expanded to 3 productsand is available in all the major metropolitan

cities of Pakistan.Yogi Delight offers products that appeal toall segments of the market i.e. YOGIDELIGHT (flavored yoghurt), YOGI DELIGHTLIGHT (Sugar free) andYOGI SMOOTHIES.

There is a clear shortage of variety of flavorsin the dairy market. Yogi delight capitalized

on this opportunity and set off on its ventureto be Pakistans biggest dairy company byproviding high quality and customersatisfaction.We plan to expand globally and make ourbrand into the biggest yoghurt producing

establishment in Asia by the year 2025.

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VISION/MISSION STATEMENTAND GOALS

A. MISSION STATEMENT

Our mission is to passionately deliver a oneof a kind nutritional and pleasurableexperience made up of delicious productsand an inspiring environment

B. GOALS AND OBJECTIVES

To provide quality yogurt at a price affordable toconsumers.

To be the biggest dairy company in Pakistan.

To improve productivity and profitability ofyogurt business through customersatisfaction.

To create viable direct/indirect employmentopportunities in Pakistan.

To contribute immensely in improving healthcatering to all classes.

To improve the agricultural sector inPakistan.

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To increase awareness about the growingproblem of Osteoporosis in women.

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C. KEYS TO SUCCESS

We believe in providing superior quality

products and create awareness of thenutritional value of yogurt. Our aim is toexceed our customers needs and therein, liesour success.

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COMPANY SUMMARY

A. COMPANY BACKGROUND

Yogi Delight. Pty Ltd is a dairy manufacturingcompany established in 2004 by XYZ.Originating from combining traditional methodswith a modern twist, the company producesunique style of yoghurt that has body, texture

and deep flavor. The company started off with one productYOGI DELIGHT which was essentially its basicproduct. After 2 years of positive response andresearch by the R&D department, it introducedYOGI DELIGHT LIGHT i.e. fat free yoghurt tocater to the needs of the health conscious

customers. And finally in 2009, YOGISMOOTHIES were added to the product line.

B. RESOURCES, FACILITIES ANDEQUIPMENT

Yogi Delight yoghurt contains Milk, Egg,

Peanut, Soy, Tree Nut, Wheat Gluten andnatural flavoring with absolutely NO addedartificial chemicals.Our products are made with top of the lineequipment. Our equipment is all new, all

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reconditioned, or a mix of new andreconditioned equipment, depending on ourspecification or budget.

C. MARKETING METHODS

Our company has strategic alliances with oursuppliers as well as distributers. We obtain ourmilk from villages in internal Sindh and Punjabwhere the people are paid for the amount of

milk they contribute. This milk is furtherprocessed to remove all impurities andconverted into Yoghurt. This not only reducesour cost and eliminates our need of purchasingcows but also builds good relations with acertain sector of the market.

Similarly we provide commissions anddiscounts to our distributors depending on theirsale volume. This motivates them to sell moreof our product.We strongly believe in improving the economicconditions of Pakistan and thus involve othersectors in our operations as well to improvereturns.

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D. MANAGEMENT ANDORGANIZATION

ORGANOGRAM

CEOMs.

Shamilah

Rashid

Managing

Director

Ms. Amna

Rehan

Marketing

Director

Mr. Asif

Damani

Personnel

Manager

Mr.Owais

Head of HR

Mr. Adil

Bashir

Financial

Director

Mr. Arsalan

Ahmed

R&D

Manager

Ms. Abeer

Khan

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E. SOCIAL RESPONSIBILITY

Yogi Delight focuses on a healthy and safeenvironment thus all its raw materials areclean and healthy to ensure a nutritious andhygienic yogurt as a result. A monthlyemployee orientation is held to ensure properhandling of all hazardous substances andintroduce new equipments and techniques.

Yogi Delight strongly believes in giving back tothe society and thus is actively involved in thefollowing few projects:

Yogi Delight funds a farming school thatteaches sustainable agricultural practices in

order to develop helpful environmentalpractices and educate small farm owners.

Yogi Delight contributes Rs 8 million annuallyto help the flood victims

Yogi Delight contributes immensely to the

health sector of Pakistan. It has an operatingcharity that focuses on the treatment forosteoporosis for the less fortunate as well asfree cholesterol tests at various clinics.

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F. INTERNAL ANALYSIS

STRENGTHS:

Operated Factories

Strong R&D network

New Innovations

Affordable pricing

Large variety of flavors

Strong work force and effective

management

WEAKNESSES:

Lack of awareness

Not Successful in some sector of the

market

Flavored yogurt, not yet popular in

Pakistan

The core competencies are mainly our promiseto never compromise on quality and tastewhich we stand by strongly.Currently, our Yogi Delight Light showspromise of expanding even further, while the

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PRODUCTS AND/ORSERVICES

YOGI DELIGHT

The original yoghurt productintroduced in 2004. YogiDelight is natural,wholesome yoghurt rich inprotein and high in calciumwith a smooth texture andabsolutely no artificialflavoring. Available in 32flavors

YOGI DELIGHT (LIGHT)

The low fat flavored yoghurt was introducedin 2006. This fat free non-sugar dairy item isperfect for diabetic patients as well asindividuals who like to count their calories

YOGI SMOOTHIES

Yogi Smoothie is a delicious blend of real fruit

or chocolate with milk and yoghurt. It has acreamy texture and is comparatively higherin sugar than the other fat free low sugaroptions. It was introduced to the product linein 2009.

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MARKET ASSESSMENT

EXAMINING THE MARKET:Currently the market demand for yogurt is bythe following market segments

Senile People

Health Conscious Individuals

Teens

Women 20+

SHORTCOMINGS IN THE MARKET

The market is not providing the large numberof flavors that are required to expand the

yogurt market. There is no other local optionexcept Nestle, and there is no high calciumoption either.

GROWTH POTENTIAL

There is high growth potential in the segmentof women due to the increasing awareness ofosteoporosis and cholesterol. People prefer toresort to dairy products to balance their dietrather than take supplements.

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CUSTOMER ANALYSIS

YOGI DELIGHT: Average income retaining individual 25+ Senior citizen over 60+

YOGI DELIGHT LIGHT: Health conscious teens 13+

People on a diet 20+

YOGI SMOOTHIE: Teens

Children

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INDUSTRY ANALYSIS

Yogi Delight has being increasingly successfuland reaching up to the mark of Nestle. Peopleprefer buying from a local affordable brandwith excellent quality rather than splurge on aforeign brand with the no versatility.

What makes are products unique is the largerange of scrumptious and exotic flavors and avariety of products.

Yogi Delight products are offered at anaffordable price with no compromise with thequality. They have a good distribution networkwhich allows reaching customer easily.

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STRATEGIC IMPLEMENTATION

PRODUCTION

We have launched the first probiotic yogurtavailable that offers options for consumerstrying to manage their cholesterol levels. Each100 g of Yogi Delight yogurt contains 50 percent of the daily amount of plant sterols

recommended to help lower cholesterol.We produce yoghurt by fermenting the dairyproduct made by adding bacterial cultures tomilk, which causes the transformation of themilk's sugar, lactose, into lactic acid. Thisprocess gives yogurt its refreshingly tart flavorand unique pudding-like texture.

Our yogurt is a very good source of calcium,phosphorus, riboflavin-vitamin B2 and iodine.Yogi Delight also emerged from our analysis asa good source of vitamin B12, pantothenicacid-vitamin B5, zinc, potassium, protein andmolybdenum. These 10 nutrients make ouryogurt a health-supportive food.

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RESOURCE NEEDS

i.HUMANWe employ well educated individualswith the drive to learn and take onchallenges. They must have at least ayear of experience in Quality control anda high school certificate

ii. FINANCIALWe have ample financial resources andcapital via our internal investments aswell as investors

iii.PHYSICAL

Our equipment is all new, allreconditioned, or a mix of new andreconditioned equipment, depending onour specification or budget.

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SOURCING/PROCUREMENTSTRATEGY

We base our decisions to buy products on acombination of price, quality, and convenience.Our product cannot compromise on any of theabove mentioned factors. We produce yogurtwith the best technical equipment under highmonitoring, and keeping quality as high aspossible.

MARKETING STRATEGY

Marketing strategy is the marketing logic bywhich a company hopes to create thiscustomer value and achieve these profitablerelationships.

SALES PLAN:

We are going to target women specifically.

Our main focus is to bring awareness amongwomen about the nutritious value of yogurt.

To encourage the women to increase theiryogurt intake to avoid osteoporosis and otherhealth issues.

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PROMOTION MIXThis will be used to present and promote theproduct to the target audience or to the

identified sponsor.Our promotion mix contains informationabout our product, pricing, location andplacement in market.

ADVERTISING OBJECTIVES The best advertising objective that can be

used to promote the Flavored Yogurt isInformative Advertising that will give theinformation about the product such asportraying the advantages of using flavoredyogurt in osteoporosis and digestionproblems that is very common in womennowadays.

Other media types of advertising are Television Newspaper Radio Magazines Direct mail Internet.

Sales Promotion is used create incentives toencourage the purchase of product.

Direct Marketing is also used. It is immediate,

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customized and interactive. By using thisstrategy, the specific market is targeted sothe response is immediate.

AWARENESS To increase the awareness about the yogurt,we conduct seminars and workshops withcollaboration of NGOs for women. We tell themthe importance of including yogurt and othernutrients in their daily diet to avoid problemssuch as bone brittleness, high cholesterol and

digestive issues.

AVAILABILITYThe consumers will get the product from anydepartmental stores, malls, super markets,mini marts etc. We have contracts with thequalified suppliers who will be supplying the

product to the market.Its everywhere with easy accessibility!

PERFORMANCE STANDARDS

Personnel management plays an important rolein making sure that all resources are allocatedcorrectly and the production is up to date with

the requirements.Yogi Delight refuses to compromise on quality.

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PROJECTED YEAR INCOMESTATEMENT

2007 2008 2009 2010REVENUETotal of sales 145,000,000 156,000,000 170,000,000 190,000,000

COGSTotal 89,000,000 92,000,000 94,000,000 100,000,000

GROSS

PROFIT

56,000,000 64,000,000 77,000,000 90,000,000

EXPENSES

Total 7,000,000 9,000,000 15,000,000 20,000,000

OPERATIONALPROFIT

49,000,000 55,000,000 62,000,000 70,000,000

INCOMEBEFORETAXES

49,000,000 55,000,000 62,000,000 70,000,000

Taxes onincome

12%(5,880,000)

15%(8,250,000)

21%(13,020,000)

21%(14,700,000)

NET INCOMEAFTER TAXES

43,120,000 46,750,000 50,000,000 55,300,000

Dividends 0 2,700,000 3,000,000 5,000,000

NET INCOME 43,120,000 44,050,000 47,000,000 51,000,000

CONTINGENCY PLAN

The enterprise has set money aside forfinancial emergencies like economic recession,lawsuits or change in the management.

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