FINAL PROJECTPrinciples Of Marketing

Launching A New Brand

Submitted to

Honorable Sir Naseer MarriLecturer in Principles of Marketing

Group Members

Muti ur Rehman Khan LodhiArshad Hussain Mengal

Taj MuhammadStudents of Masters in Business Administration

Iqra University, Quetta Campus31st January, 2010

IDEA BEHIND THE PRODUCT

o To Provide Purified Water to the Society

o To Secure the Society from the Diseases Caused by Contaminated Drinking Water

LOGO OF CRYSTAL WATER

PRODUCTION SPECIALTY

IMPORTED WATER PURIFICATION PLANT FROM US

Productivity of these plants are from 1.5 G/m towards 100000G/day

Cost of Plant is 400000 to 1000000 PKR

SEGMENTATION

GEOGRAPHICAL SEGMANTATON

TARGETED AREAS

Major Cities of Balochistan

Quetta, Mastung, Sibi, Pishin, Loralai, Bolan, Kalat, Nushki, Kharan, Punjgur, Gwadar Lasbela etc..

GEOGRAPHICAL SEGMANTATON

CLIMATE

THE AREAS THOSE ARE HAVING LONG SEASON OF SUMMER ARE OUR FOCUSED

AREAS

DEMOGRAPHICAL SEGMENTATION

AGE GROUP

For All Age Groups

GENDER

For Both Genders Males and Females

FAMILY LIFE CYCLE

Children, Youth and Aged People

DEMOGRAPHICAL SEGMENTATION (Continued)

BEHAVIORAL SEGMENTATION

THE PEOPLE THOSE ARE VERY MUCH HEALTH CONSCIOUS

RESEARCH TYPEEXPLORATORY

Interaction with individuals on One to One basis

RESEARCHCOLLECTION OF DATA

PRIMARY RESEARCH

The primary data was collected from

Doctors, Patients and Individuals

RESEARCH APPROACH

SURVEYS AND DISCUSSIONS

Surveys conducted on different places

Contacted to the different individuals on various parts of the province to discuss the

need

ENVIRONMENT SCANMICRO ENVIRONMENT

Suppliers Competitors Market Intermediaries

Physical Distribution Firms Market Services Agencies Financial Intermediaries

ENVIRONMENT SCANMACRO ENVIRONMENT

Law & Order Situation Economic Environment Political Circumstances

SWOT ANALYSISInternal Environment

Strengths & Weaknesses

External EnvironmentOpportunities & Threats

SWOT ANALYSISSTRENGTHS

• Imported Plant• Self Investment• Availability of Resources• Energetic Employees & Workers• Maximum Productivity with Minimum Wastage of Resources

SWOT ANALYSISWEAKNESSES

WE ARE POSITIVE THINKERS!

SWOT ANALYSISOPPORTUNITIES

• Local Brand• Potential in the Market• Comparatively low price among competitors• Plans to expand in other provinces of

Pakistan

SWOT ANALYSISTHREATS

CompetitorsWater Purification Plants within the Cities

Shortage of Electricity

MARKETING MIXPRODUCT

Brand Name :

Position Statement

PRODUCT LEVELS

CORE PRODUCT

To provide the clean water

To protect from diseases

PRODUCT LEVELSACTUAL PRODUCT

Name

Quality

Packaging

PRODUCT LEVELAUGMENTED PRODUCT

Delivery to the Retailers Through Our Own Agencies

PRODUCT LINE STRATEGYSIZES

600ml

1.5Ltrs

6Ltrs

PRICING STRATEGYMARKET PENETRATION STRATEGY

600ml : Rs: 13/-

1.5Ltrs : Rs: 26/-

6Ltrs : Rs: 68/-

PRICE COMPARISONPRICE COMPARISON WITH

COMPETITORS

S# Brands600m

l1.5Ltr

s 6ltrs

1 Crystal 13 26 68

2Other

existing Brands

15 30 75

Difference14.33

%13.33

% 9.33%

PLACELOCATION

Industrial Area of Quetta

PLACECHANNEL OF DISTRIBUTION

Manufacturing

Distributors

Agencies

Retailers

Consumers

PLACEAVAILABILITY OF PRODUCT

On each and every store of the Balochistan

PROMOTIONPROMOTION SOURCES

NewspapersBillboards

PostersLocal Cable Networks & Channels

FM RadioInternet

(Official Website, facebook, Twitter, Google etc)

THANKING YOU ALLQUESTIONS ARE MOST WELCOME

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