Marketing Plan - Principles Of Marketing Project

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Marketing Project Group C

Product : Aqua De Vida

Submitted By:

1 Junaid Shahid 7384

2 M. Umar Siddiqui 6453

3 Usama -

4 Shayan Siddiqui 17809


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Acknowledgments

We would like to express our immense gratitude to our lecturer, Mr. Ayaz Rafiq

for his constant support and motivation that has encouraged us to come up with this

report.

We would also like to thank our family, friends and mates who have rendered

their whole hearted support at all time for the successful completion of this report.


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Table of ContentsAcknowledgments ........................................................................................................................... 1

Mission Statement: .......................................................................................................................... 3

Vision statement: ............................................................................................................................. 3

Market Statement: ........................................................................................................................... 3

Aims and Goals: .............................................................................................................................. 3

Executive Summary: ....................................................................................................................... 4

Product Description:........................................................................................................................ 4

Market Segmentation : .................................................................................................................... 5

Target Market : ................................................................................................................................ 6

Market Position : ............................................................................................................................. 6

Marketing Planning : ....................................................................................................................... 7

SWOT Analysis :............................................................................................................................. 7

Strengths ...................................................................................................................................... 8

Weaknesses .................................................................................................................................. 8

Opportunities ............................................................................................................................... 9

Threats ......................................................................................................................................... 9

Marketing Strategy ........................................................................................................................ 10

Market Position ............................................................................................................................. 11

Marketing Mix (4Ps) ..................................................................................................................... 11

Product Strategy ........................................................................................................................ 11

Packaging .................................................................................................................................. 12

Pricing Strategy ......................................................................................................................... 13

Place / Distribution Strategy ..................................................................................................... 13

Promotion Strategy .................................................................................................................... 14

Marketing Research....................................................................................................................... 15

Profit-and-Loss Statement and Marketing Budget ........................................................................ 16

Conclusion..................................................................................................................................... 17

Reference ....................................................................................................................................... 18


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Mission Statement:

To Provide Healthy, Nutritious and Freshly blended Drinks To The Youth With

Superb Quality And Taste.

Vision statement:

To be known as leader of quality products in the region. Dedication to quality is a

way of life at our company. In its activities the company will pursue goals aimed at the

achievement of profitable business .these results will be derived from the dedicated

efforts of each employee in conjunction with supportive participation from management

at all levels of the company. To pay its role in the economic development of the country

and to enhance quality of life of its people.

Market Statement:

Inspiring Healthy Life.

Aims and Goals:

This company is having an aim of providing healthy, freshly blended juices and

beverages. Nationwide and long term goal is to capture the Asian markets in juice and

beverages.

This juice line is having a wide range of flavors in fizzy (carbonated) and non

carbonated juices namely; orange, grapes, apple, pineapple, lychee, mango, pomegranate,

peach, lemon, strawberry, cherry, blue/black berry, and sugarcane. We are also launching

non-alcoholic beverages in apple, lemon, grapes and pineapple flavors.

Our new flavors are the power tool for the company, they will be introduce to

attract the attention of youngsters, where as the regular flavors are the cash cows and they

will be use to entertain the regular consumers requirements.


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Executive Summary:

This report explains the marketing plan for launching a new Juices product line

named Aqua de Vida. In the very beginning of the report we have explained themission and vision of the Aqua de Vida and then we have further carried out our

activities to achieve our goals and objectives .It will be introduced in the market with the

help of various promotional displays, advertisement and distribution of free samples to

the general public and university students. This report examines that this product is

initially launching in Iqra University Gulshan Campus. The study included both

primary and secondary research. The primary study focused on a survey of the

competitors and the likings and disliking of people. Through this strategy company can

penetrate more into the market and can attract the bulk of customers. For this purpose we

have conducted SWOT analysis of the company to see the companys strengths,

weaknesses, opportunities and threats. Then we have explained the purposes, benefits and

objectives of our product. Then we have made marketing strategies for our product. We

have divided market into different segments and decided to target the male, female,

youngsters, teens, mature and old age person. We have also paid special attention to the

packaging, color and price of the product. We shall also conduct a market survey in

future to know the opinion of public about our product and develop our product

according to our customers changing needs and demands This company is having an aim

of providing healthy, freshly blended juices and beverages. Nationwide and long term

goal is to capture the Asian markets in juice and beverages.

Product Description:

We are launching a new tantalizing product line of juices and beverages having

natural ingredients and essential vitamins. Rich of minerals and vitamins is available inour product to ensure long lasting superior quality and freshness.

Our product is available in

1. Cans2. Tetra packs


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Market Segmentation :

Natural fruit juices and drinks are getting recognized by people as anytime

beverages resulting in high consumption during friend , family and social gatherings.

People are preferring natural juice over soft drinks as they are getting more and more

health conscious. Juices are hygienic , nutritious and have good taste as compared to soft

drinks. In scorching heat of summer all the people require chilled juices as they are not

only refreshing but are nutritious, pure and rich in essential vitamins.

S. No Segmentation Variables Data

1 GeographicA World Region Asia

B Country Pakistan

C Cities All Major Cities of Pakistan

D Density Urban

E Climate Hot and Dry

2 Demographic

A Age 4-13, 14-30, 30+

B Gender Male, Female

C Family Size 1-2, 3-4, 5+

D Family Life Cycle Married, Unmarried

E Income Rs 10,000+

F Occupation Students, Professionals, homemakers, Retired

G Education School, Colleges, Universities, Professionals

3 Psychographic

A Social Class Middle Class, Upper Class

B Life Style Strivers, Achievers, Strugglers

4 Behavioral

A Occasions Holiday, Parties, Birthdays, Sports, Regular Occasions

B Benefit Quality, Taste, Health

C User Status Medium User

D Loyalty Status Medium

E Readiness Stage Interested, Aware, Desirous


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Target Market :

Our Target market for Aqua De Vida is going to be young people of age group

14-30 as this age group comprises of majority of population in target cities and also this

age group is desirous and eager to try new juice products. We want to target at School,

Colleges, Universities, Restaurants, Hotels and Stores.

Market Position :

Aqua De Vida is new to the market, it sells variety of fresh juices,

carbonated and non-carbonated beverages .Aqua De Vida Seeks to achieve

growth by introducing fresh juice product line to deliver consumers with pure,

natural product comprising of essential minerals and vitamins. Aqua Di Vida

fresh juice product line is going to be a juice for all . We will penetrate market

by targeting kids, youngsters, teens and grown-ups , As this age group

comprises of majority of population in target cities and also this age group is

desirous and eager to try new juice products. We will be marketing at School,

Colleges, Universities, Restaurants, Hotels and Stores.

Currently in Pakistan the competitors of Aqua de Vida Fresh Juice Category are

as follows :

Shezan Nestle Fresher Malee Siprus Nurpur Olpers


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Marketing Planning :

By using the following SWOT analysis for Aqua de Vida we

will decide on marketing strategies that will help the companyattain its overall strategic objectives and create product value for

target consumers in order to capture value in return.

SWOT Analysis :

The SWOT analysis for Aqua de Vida enables us to

match the company strengths to attractive opportunities in the

environment while overcoming the weaknesses and minimizing

the threats.

SWOT Analysis Overview

Internal

Strengths Weaknesses

First Mover Advantage Quality Conscious Product Innovation

Storage Ability Brand Loyalty

Low Consumer Knowledge

External

Opportunities Threats

Increasing population

Changing Social Trend Health Conscious Global Hub

Government Regulations

Increase in Competition

Entry Barrier Increase in Labor Cost Politically Unstable

Unstable Law and Order


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Strengths

First Mover AdvantageIntroduction of new flavors in market is going to give us

edge over the existing competitors and will help us

penetrate the market affectively and gain customer loyalty.

Quality ConsciousQuality is the main factor on which we are promoting our brand. We are going to

deliver client pure, natural and healthy product . Our company will not

compromise on quality at any cost.

Product InnovationThe Company will be continuously delivering new products to client based on

their requirements and hence will grow its product line.

Weaknesses

Storage AbilityAs juices are fresh and contains minimum preservatives

they are not store able for long time.

Brand LoyaltyCompany will be introducing in Pakistan for the first time so it will have to adopt

superb marketing and brand promotion skills in order to gain attention of

consumers.

Low Consumer KnowledgeAs company will be introducing for the first time it will have to create brand

awareness among consumers to increase customer base and brand loyalty.


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Opportunities

Increasing populationAs the population of Pakistan is high and increasing, We

will have a large chunk of growing target market.

Changing Social TrendConsumers in urban area drink juices on regular basis as they increasingly adopt

western lifestyles. The younger generation of Pakistan is highly influenced by

western media and tends to follow western eating and drinking habits.

Health ConsciousIncreasing health and hygiene awareness among Pakistanis has greatly affected

the utilization of fresh, natural and healthy juices. As government, media and

NGO in Pakistan have started health awareness programs, people are more and

more utilizing fresh products in order satisfy themselves in a healthy way.

Global HubManufacturing of certain goods is cheaper in Pakistan as compared to other

countries.

Threats

Government RegulationsProblem arises if government applies taxes to the products

which causes the price of product to rise.


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Increase in CompetitionThere is large competition of companies who are selling

fresh juices in Pakistan.

Entry BarrierThey are no entry barriers set by government so large number of local juices can

enter in juices market thus raising the competition among brands.

Increase in Labor CostIncreasing labor cost due to unstable political, law and order situation.

Politically UnstableUnstable political conditions in country results in political unrest causing seize in

business affecting transportation and distribution of products for days and even

weeks in some cases.

Unstable Law and OrderUnstable law and order situation affects the distribution and transportation of

product in certain area and cities as well resulting losses in business.

Marketing Strategy

Aqua De Vida marketing strategy is based on positioning

of product differentiation and providing high quality juices to

consumers to suit their healthy lifestyles. Our main target is

youngsters and teens studying in universities and colleges as this

age group comprises of majority of population in target cities and

also this age group is desirous and eager to try new juice products.


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Market Position

Brand strategy is at the heart of marketing strategy. It

is the act of designing the company offer and image so that itoccupies a distinct and valued place in the target

customer mind.

Aqua De Vida juices is very beneficial for health and

provides refreshment. As we are launching the juices in tetra

pack, so we want to create positive and long lasting image in

the minds of customers that we are providing hygienic juices

because we will also be introducing new flavors and

product line in future.

Marketing Mix (4Ps)

Product Strategy

Our customers will fulfill their need of thrust and refreshment by

buying our fresh juices. Our juice taste and flavor is according to the

customer expectations because we provide 100% pure juice with no

compromise in quality. We will introduce a new range of new flavors

and cocktails during the following year. Building the Aqua De Vida

brand is an integral part of our product strategy. The Brand and logo

will be displayed on the product and its packaging, and reinforced by

its prominence in the introductory marketing campaign.


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Packaging

Packaging is a very important marketing strategy to glamorize our product inorder to attract the consumers attention. Sometimes packaging is so important that it cost

more than the product itself in order to lure the consumers to buy it.

Aqua de Vida is introducing itself by launching three evergreen flavors Orange,

Grapes, Pineapple in most attractive packaging that would catch the customers sight in a

glace.


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Pricing Strategy

The price of the product can also influence the buying behavior of

the consumers because n Pakistan there are different level of classes based

on the income difference so price is the one of the important factor.

We have set the price distribution that will not only meet our expenditure

but will also help us to progress more effectively and efficiently as

compared with our competitors, Hence will be having price and quality

advantage over our competitors.

Per Unit Cost Determination

Fixed cost = Rs. 2000/100 units = Rs. 20/unit Variable cost = Rs 10 Expected Sales: 100 units Expected Profit: Rs 20/unit Per unit price = fixed cost + variable Cost + Profit => Rs 50/unit.

Place / Distribution Strategy

The availability and placing of the product determines the

buying behavior because if the product is easily available to the

consumers it will be preferred it and if it is hard to find the product

in the market consumers will never buy that product. So our product

is provided to all the distributors and also to famous retailers.

Package Quantity Consumer Price

350 ml Rs. 50/=

500 ml Rs. 80/=


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Promotion Strategy

The following promotional tools will be used by the company to convey clear and

consistent message of our product to consumers .

E-Marketing

Social networking sites and internet has the widest number

of users among our target market. Therefore most of our

advertisements will be published using e-marketing.

Manufacturer

Distributor

Whole Seller

Retailer

Consumer


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TelevisionTele commercials will be aired on sports and music channels as

these channels are viewed mostly by teenager and youngsters

which are the major chunk of our target market.

BillboardsBillboards will be placed near malls and well

renowned restaurants to provide a permanent and

long lasting form of advertisements to all the

teenagers and youngster coming at those places.

Marketing Research

Using research company will identify the specific flavors

and ingredients that out target market values. Company would also

be analyzing customer attitude towards competitors product to

improve its product and launch new product line to gain market

share. Brand awareness research will help us determine the

efficiency and effectiveness of our media and advertisements.


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Profit-and-Loss Statement and Marketing Budget

Net Sales Rs. 4500 100%

Costs of Goods Sold RS. 1800 40%

Gross Margin Rs. 2700 60%

Marketing Expenses

Sales Expenses Rs. 650

Advertising and Promotion Expenses Rs. 1700

Transportation Rs. 200 Rs. 2550 57%

Net Profit Rs. 150 3%

40%

3%

57%

Profit and Loss Graph

Costs of Goods Sold

Net Profit

Marketing Expenses


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Conclusion

Development and Implementation ofAqua De Vidas marketing plan has improvised our

knowledge to a great extent. We have realized that how a good marketing plan can

provide a direction and focus on a brand, product or company. We also managed to

understand that with a detailed plan, any business will be better prepared to launch a new

product or build sales for existing ones.

We also learned that how marketing research helps marketers develops strategies and

action programs as they needs up to date information on environment, the competition

and the market segment that needs to be served. We also understand that as a marketers

how important it is to know about consumer requirements, expectations, perception and

satisfaction levels and how this understanding provides a foundation for building

competitive advantage, product differentiation, targeting and positioning decisions.


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Reference

NetMBA. (2010, January).Netmba. Retrieved fromhttp://www.netmba.com/marketing/mix/

Marketing Teacher. (2000). Retrieved fromhttp://www.marketingteacher.com/lesson-store/lesson-marketing-mix.html

Philip, K.Principles of marketing. (13 ed.). http://en.wikipedia.org/. (2012, March 09). Retrieved from

http://en.wikipedia.org/wiki/SWOT_analysis

Sample marketing plans. (n.d.). Retrieved fromhttp://www.mplans.com/sample_marketing_plans.php
http://www.netmba.com/marketing/mix/http://www.netmba.com/marketing/mix/http://www.marketingteacher.com/lesson-store/lesson-marketing-mix.htmlhttp://www.marketingteacher.com/lesson-store/lesson-marketing-mix.htmlhttp://www.mplans.com/sample_marketing_plans.phphttp://www.mplans.com/sample_marketing_plans.phphttp://www.mplans.com/sample_marketing_plans.phphttp://www.marketingteacher.com/lesson-store/lesson-marketing-mix.htmlhttp://www.netmba.com/marketing/mix/

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Marketing Plan - Principles Of Marketing Project