Introduction of Media Sciences and Socail Sciences Mds 101

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INTRODUCTION OF MEDIA SCIENCES AND SOCAIL

SCIENCES MDS 101

REPORT OF CRISPY FARAYO

GROUP MEMBERS

MAHNOOR ALEEM BB-2066

KAFEEL AHMED BBE/661

SUBMITTED TO : MAAM HIRA PIRZADA

DATED: 06/04/2012


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Acknowledgement:

First and foremost of all we would like to thank Allah Almighty, then MaamHIRA for all her guidance and help throughout the project, she inspired greatly to

work in this project.

Finally, an honorable mention goes to our families and friends for their

understandings and supports on us in completing this project. Without supports of


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the particular that mentioned above, we would be facing many difficulties while

doing this project.

CONTENTS:

1: Introduction to Pepsi Company..4

2: History of Pepsi Company..4

3: Mission of Pepsi Company.5

4: Vision of Pepsi Company.5

5: Introduction of crispy farayo7

6: Market environment.7


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7: Marketing mix8

8: Tvc rationale9

9: STP of crispy farayo.10

10: story board.11


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INTRODUCTION ABOUT PEPSI COMPANY:


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PEPSI COLA was first made in Newbern, north Caroline in united states in

the early 1890s by pharmacist CALE BRADHAM on august 28, 1898 Brads drink was

changed to Pepsi-cola and later target market on June 16, 1903. Caleb bradla bought the namepep kola from a local competitor and changed it to Pepsi-cola. An enzyme in our body called

Pep sine helps in digesting our food so the Pepsi word was taken from this enzyme while cola is

a nut rich in caffeine. This is the interesting story behind the name 0 in Pakistan.

CALE BRADHAM and his customer simply thought the name sounded well or the fact that

the drink had some kind of pep init because it was a carbonated drink they gave it the name

Pepsi .it was made of carbonated water, sugar, vanilla, rave oils and kola nuts. Whether the

originate recipe included the enzyme Pepsi is disputed.

HISTORY OF PEPSI COMPANY:Pepsi is a world leader in convenient snack, foods, is revenue is more than 39 billion collars

and over 185000 employees. The company consists of Pepsi co American food Pepsi co.

American beverages and Pepsi co international, Pepsi co American food include all Latin

American food and snacks business and all business in Mexico Pepsi co. American beverages

include Pepsi cooperages. Pepsi co brand are in 200 countries some of the Pepsi co brands

names are more than 100 years old but the corporation is relative young. Pepsi co founded in

1965. Pepsi and coca cola merged with each other and the name of product is Pepsi cola. Pepsi

co merged with the quake oats company in 2001.

The seven building headquarter in Newyork designed by EDWARD DURELL STONE.

MISSION OF PEPSI COMPANY:According Mr. Khalid-ul-Aziz the Director Coordinator in Pepsi-cola:

To be the worlds premier consumer products company focused on convenient foods and

beverages. We seek to produce healthy financial rewards to investors as we provide


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opportunities for growth and environment to our employees. And everything we do use strives

for healthy, fairness and integrity.

VISSION OF PEPSI COMPANY:

The objective that the Pepsi co whishes to achieve is that it wants to remain and continue to be

the best Pepsi co responsibility is to continually improve all aspects of the world in which we

operate the environment, social, economic- creating a better tomorrow then today. We believe

sustainability lives at the instruction of public and corporate social responsibility. It

encompasses the health of the company, which is about fulfilling our mission or creating

monetary rewards and growth. We have articulated what we stand for and the core value we

are committed to support. or number one beverage company in Pakistan. As is already the

number one beverage company in Pakistan but it has to maintain its position power and status

to in order achieve their target market.


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Introduction to crispy farayo:A crispy farayo is vages of brand Pepsi Company. Crispy farayo is a french-fries in a

packet of polyethylene paper. These are already fully cooked just to bake it in microwave oven

for 5 mints. And the spice garlic mayo reaches in every single one chips from surrounding.

You can store in freezer whenever you want to eat it you just bake it and its ready to eat.


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MARKET ENVIROMENT:

The product will initially be launched in Karachi. Karachi is the largely populated cities among

the top 20 urban cities of Pakistan. Karachi has the largest number of professions and students,

which constitute a larger part of our target market.

COMPETITOR:As such crispy farayo has no competitor but a KNSN has a packet of fries for defray not

for bake.

CONSUMER:In this product the consumer are children and youth mostly, because if youth want to

buy fries they take from stool of 10 to 20 rupees. But when mother go for groceries from super

store or general store they buy it a whole packet for family members.

CUSTOMER:AsI above already mentioned, the customer is mother for this product.

MARKETING MIX:

PRODUCT:Our product is in a flavor of spicy garlic mayo in a packet for bake in microwave

oven. As Pepsi company quality is high-quality and fair as like our crispy farayo quality is also

most excellent and it is in a 500 gram pack only for easily baked in microwave oven.

PRICING:My pricing strategy for 500 gram pack at initial stage is around 300.as the

customers like our product we will create more 600 to 1000grams and pricing strategy will be

increased more as per gram.


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PLACE:Our target market dwells in areas such as Defense, Clifton, Gulshan-e-Iqbal,

Bahadurabad, North Nazimabad; therefore our product will be placed in all big retail outlet

chains that exist in these areas. We consider Aghas, Naheed, D -Mart, Imtiaz Supermarket,

Ebco, and Macro to be good choices for initial placement of our product. However, later, when

we think there is enough demand created for the product, we will move to selected kiryana

stores in targeted areas.

PROMOTION:Initial promotion of the product will be done through placing TVCs on channels

most viewed by our target market. Also billboards and in malls will be used to create awareness

about the product launch and demonstrating its functions. This will be done in 2 weeks. We

cant do door to door sealing and other print media because we dont need that expensive

other media. And also our product is not like that we do door to door sealing.

The product will be launched in ten days. These media process had already done the purpose to

knowing the product and awareness of our product. If we do a lot of promotion through media

our budget is goes so high. We are not cut off from media promotion we did small small

changes in it and then show our advertisement and point of purchasing. Than in later time

when our target audience is done like house wife knows the product and buy it we do focus on

encouraging consumer and also focus on sales. We can say that you buy 2 packets get one packfree and different more surprises and gifts.

PACKAGING:Firstly the crisp farayo is pack in a polyethylene paper sheet and then it rap in a

plastic packaging with designing .Its packaging done with machine of 3.66 kilowatt. Its

packaging color is white, yellow and red because it is spicy garlic mayo.

1. Compact design, and easy operation.

2. Automatic on-site stop.

3. Digitally indicating the size of the film, speed of wrapping, turnout and temperature


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4. PLC based control system reliable and stable, low maintenance.

5. Speed control via A.C. invertors.

6. Photoelectric cell and dual tracking without mechanical contact.

TVC RATIONALE:The TV commercial is based on the functionality of the product with a problem

solve product element. The TVC will clearly highlight the usage of the usage of the product to its

target market. Moreover, it will highlight the freshness preservation, and quality of the product.

The commercial will also feature characters that would represent our target market.

The commercial will be aired on TV channels that are most watched by women, whichultimately are going to be our target audience. Geo TV, Ary Digital, Aaj TV, Hum TV: On these

channels, we will air our commercial during morning time because there are morning shows on

at these times which are highly watched by women. Also in the morning, there are cooking

shows on these channels which are of interest to women. Apart from that, we will advertise at

prime time, when there are drama serials going on, much appealing to women.

ARY One World, Geo News: On these news channels, we would advertise when there is the

largest traffic.

Billboards will be placed at the most visible locations in Karachi where it can be seen most by

our target market.

STP OF CRISPY FARAYO:

SEGMENTATION:

GEOGRAPHICALLY:

The initial potential target market for CRISPY FARAYO is Karachi and Lahore. In

Karachi and Lahore, our target market lives in areas such as Defense, Clifton, Gulshan-e-Iqbal,


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North Nazimabad, Tariq Road, and Bahadurabad. And mostly in Karachi and Lahore they are

more eat lovers.

DEMOGRAPHICALLY:Gender: Female

Since most of the buying decisions in houses is made by females. They are the ones who do

groceries for houses and its their idea how things at home should be organized.

PSYCHOGRAPHY:Our target audience is upper level income or middle level income.

At least monthly income from 30,000 to onwards

BEHAVIORALLY:It will cater in all occasions.

POSITIONING:

CRISPY FARAYO is considered to be a trusted and best brand

because of its unique association. Pepsi co is positioning their product in the best of

their customer satisfaction which also differentiate from their competitors. They are

creating environment for people to have a life easy chance. And our product is problem

solve and a crispy taste, our product slogan is CRISPY FARAYO READY 2 BAKE BY

PEPSI COLLA COMPANY. As we decide it its color packaging is white, yellow and red

because white color shows mayo, red color shows spicy chili and yellow color shows of

fries.


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Story board:Scene 1: A child filling hungry and his mom is not at home he is seating in front of TV and

he wants to eat some like snack, fries or cookies. And suddenly he make sad face because his

mom is not at home and he say no one can cut n make fries for me then his sister came and

said now our problem is solve its so easy to make fries just bake it in microwave oven for 5

mints and crispy farayo will be ready. After 5 mints they will be happy because in 5 mints he has

a lot of fries of spicy garlic mayo. When mother came home she will be happy with this problem

solution because her children were not crying and shouting for the reason that of hungry and

she said thanks to crispy farayo by Pepsi Cola Company.

Hungry child with sad face.

When sister gave him a solution or fries they both are happy.


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Crispy farayo.

Now mother can easily go for shopping without any worriesbecause crispy farayo solve the problem.

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Introduction of Media Sciences and Socail Sciences Mds 101