New-Product-launch.pdf

Marketing Project For A New Product Launch

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Executive Summary

This project focuses on the following areas:2


1. Unilever’s Philosophy2. Unilever’s Corporate Purpose3. Unilever’s History4. Market Overview for Cooking Oil Industry5. PEST analysis for Cooking Oil industry6. Unilever’s Analysis7. Current Product Range Of Unilever8. Internal Audit of DALDA9. External Audit of HABIB as competitor10. SWOT analysis of HABIB11. Customer Audit12. Market Segmentation13. Assumptions14. Marketing Objectives & Strategies for new product15. Setting Marketing Objectives16. Characteristics Of Products17. Target Marketing & Market Segmentation18. Market Potential19. Market Positioning20. Marketing Mix Strategies21. Alternative Marketing Plan22. Important activities of promotional plan23. Objective of each promotional activity24. Measurements, Review & control 25. References

PREFACE

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This project is an application of the marketing concepts used as a business function by the oils,

divisions of Unilever Pakistan. The goal of Marketing is to create customers’ satisfaction profitably by building value- laden leaderships

with important customers. It calls on the organizations to think “customer” and regard him

as a King.We as students require an in depth insight into

creative world of marketing. We need to know how vital role marketing plays in any

organization as they all reach out to satisfy citizen and customer needs, providing them values resulting in profits. Our aim was to

launch a complete new product in oil division of Unilever and to design the strategies for the

introduction and promotion of this newly launched cooking oil. The aim was also to

objectively analyze these principles as applied in business environment in Pakistan.

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ACKNOWLEDGEMENT

Our heartiest gratitude to every 1 who has helped us in carrying out this study Special thanks to Sir. Sohail Kamran for his much needed guidance. We are deeply

thankful to him for his value able assistance

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UNILEVER’S PHILOSOPHY

“Success depends upon providing the rite mix of international and local brands for the local consumers.”

“International expertise means we can focus relevant experience and people on new markets-fast.”

“Research must be consumer focused and technology driven-a worldwide commitment.”

“Our international competitive strength is the depth and the quality of our people and their ability to network.”

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UNILEVER’S CORPORATE PURPOSE

“Our purpose in Unilever is to meet everyday needs of people everywhere to anticipate the aspirations of our consumers and customers and to respond creatively and competitively with branded products and services which

raise the quality of life.

“Our deep roots in local cultures and markets around the world are our unparalleled inheritance and the foundation of our future growth. We will bring our

wealth of knowledge and international expertise to the service of local consumers-a truly multi-local

multinational.

“Our long term success requires a total commitment to exceptional standards of performance and productivity, to working together effectively and to a willingness to

embrace new ideas and learn continuously.

“We believe that to succeed requires the highest standards of corporate behavior towards our employees,

consumers and societies and world in which we live.”

“This is Unilever’s road to sustainable, profitable growth for our business and long-term value creation

for our shareholders and employees.”

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Marketing Project

Submitted to: SIR SOHAIL KAMRAN

Submitted By: RABIA MADIHA SEHRISH TABASSUM

COMPANY HISTORY

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Unilever Pakistan limited is a largest consumer products company in Pakistan. It was

born out of dream to Set-up in Pakistan an industry of excellence in 1948 as Lever

Brothers Pakistan Limited. Unilever Pakistan Limited is Manufacturing & Marketing its

Detergents, Personal Products, Tea, SCC Products & Ice Cream over 50 brands.

In line with global alignment strategy and in order to leverage the synergies of Unilever’s

International brand strength, market edge and corporate image, Lever Brothers

Pakistan Limited has change its name to Unilever Pakistan Limited, in August 2002

VISION STATEMENT

“Touching Hearts,

Changing Lives”

MISSION STATEMENT OF UNILEVER

• We are the leading consumers Products Company in Pakistan, a multination with deep

roots in the country.

• We attract and develop highly talented people who are excited, empowered and

committed to deliver double-digit growth.

• We serve the everyday needs of all consumers every where for foods, Hygiene and

Beauty through branded products and services that deliver the best quality and value.

• We strive to remain an ever simple and enterprising business

• We use our superior consumer understanding to produce break through innovation in

brands and channels.

• Our brands capture the hearts of consumer’s through outstanding communication.

• Through managing a responsive supply chain, we maximize value from suppliers to

customers.

CURRENT PRODUCT RANGE10


SSC

1. BRANDS

- DALDA BNASPATI- DALDA COOKING OIL- PLANTA COOKING OIL - BLUE BAND MARGARINE - INDUSTRIAL AND BAKERY FATS - MELANGE

2. BEVERAGES

- PEARL DUST- RED ROSE - A-1 KARAK CHAP- KENYA MIXTURE - RICHBRU - HOTEL CHAI - LIPTON

3. HOME AND PERSONALCARE

a) Skin Cleaning:

- LUX - LIFEBUOY - FAIR & LOVELY SOAP

b) Fabric Wash:

- SURF EXCEL - WHEEL

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c) Home Care:

- Vim Scorer- Vim Bar- VIM BAR - MAGIC WHEEL

4. Personal Care

- FAIR AND LOVELY - PONDS CREAM - PONDS TALC - SUNSILK SHAMPOO - LIFEBUOY SHAMPOO

5. Oral Care

- CLOSE UP

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MISSION STATEMENT REGARDING EMPLOYEES :

We believe in trust, truth and outstanding teamwork. We value a creative and fun environment.

- Over Rs. 20 billion of sales with household items- More than 50 brands - Over 2500 hundred employees

- Lever brothers is a part of Unilever , which is a Global company

UNI-LEVER IS COMMITTED TO TRAIN & DEVELOP ALL ITS EMPLOYEES THROUGH

- Performance development planning- Emphasizes on professional skills- Managerial competencies- Formal training events

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Per Share Income to shareholders:

OFFICERSMusharaf hai (Chairman & chief executive)Amar naseem ( seceratary)

TABLE 1.1

Earnings / Dividends (as of 9/30/02)

Earnings DividendsMost Recent Qtr 76.86 59.00 Last 12 Months 132.7 96.50

Ratio Analysis

Price / Earnings Ratio 9.80 Dividend Yield 7.42% Price / Sales Ratio 0.89 Payout Ratio 72.73% Price / Book Ratio 14.46 % Held by Insiders N/A

Address

Fatima Jinnah RoadKarachi 75530 Pakistan

Recent stock performance 1 Week 4.0%4 Weeks 18.2%13 Weeks 38.3%52 Weeks 69.9%

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Market Overview For Cooking Oil &Ghee Industry

Market share and number of customers:

The Corporation sells products in over 150 countries and has annual sales of approximately $ 46

billion (£31,5bn). Unilever controls subsidiaries in at least 90 countries and employs 295,000 (in

2000) people

• Demographic elements:Unilever has products in all product lines for all age groups like confectioneries for kids, beauty

product for both male and female.

Unilever has products depending upon the regional/geographical differences for the countries in

which it is serving.

• Market Trends:Market trend for cooking oil:

Market trend for Ghee:

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CURRENT MARKET SITUATION:

Current Market Situation:Dalda is an imported stuff that’s why it cannot be calculated in terms of rupees.Total market size is 1.5 million tons annually.Total market size is not growing as it should be,but total market size/growing rate of Dalda is 5% per year.

Total Market Size of Dalda in previous years:

TABLE 1.2

Years Growth rate(thsd.tons)

2003 51

2004 63

2005 71

2006 80

2007 89

2008 97

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Unilever’s Analysis

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Goal Unilever goal is to add Vitality to life. We meet everyday need of nutrition, hygiene and personal care with brands that help people to feel good, look good and get more out of life.-

Culture Our deep roots in local culture and in markets give us our strong relationship with consumers and are the foundation for our future growth. We will bring our wealth of knowledge and international expertise to the service of local consumers.

Strength- Unilever is a multinational organization- It deals with highly differential products- Always provides innovative products- Strong customer relationship

Weaknesses- Its less focus on reshaping product

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Customer Analysis for Dalda

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Number In the fiscal year of 2001 the estimates were 180000 metric tons. Imports were expected to grow to 200000 metric tons for the following year. Imports were of US$ 1 billion annually. The average annual growth rate for edible oil industry is 12.5% per annum for several years.the demand for cookong oil is estimated to be grow at 5 % per annum

Type- Home consumers- Hotels- Organizations- Industries

Value drivers We provide the best packing option by the following manner;- Plastic bottles- Steal coded seals- Convenient to use

Decision Process The decision process is very simple because of - Simple decision- Daily use product - More frequently purchase

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INTERNAL AUDIT FOR DALDA

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We will discuss 4 Ps of marketing mix for DALDA

PRODUCT

BRAND NAME:

DALDA cooking oil

QUALITY:

DALDA is providing excellent quality followed by ISOThe enterprise operates under the quality control system in compliance with the international standard requirements of quality management system ISO 9001

PACKAGING: DALDA introduced plastic bottles. DALDA has also introduced different sizes of bottles for cooking oil packing.

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TABLE 1.4

PRICE

We are offering competitive introductory price which is mentioned below

• 750 for 5 litre cane

DISCOUNT: We are offering discount 10 Rs each cane in order to capture maximum attention of our target market

PAYMENT TERM AND FINANCE POSITION• Not available

LEASING OPTION;

• Not available

PLACE

DISTRIBUTION CHANNEL:• Distribution channel includes whole sellers grocery stores utility stores

LOCATION:

• All over Pakistan

LOGISTICS:

• Provide career service to place the product

AVAILABLE SIZES PRICES1 LITER 250

2.5 LITER 4505 LITER 850

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PROMOTION

ADVERTISING PLANS:• Print Media• Electronic Media• Radio FM

PROMOTIONAL PROGRAMMES:

DALDA has survived over a long period of time by reaching its customers through different promotional plans

• Superior marketing• Advance communications• Innovative radio programs• Effective press usage • Cinema• DALDA’s cook book (VOL 1& 2)• DALDA ka Dastarkhawan• DALDA Cooking competition• DALDA Food Show• Free sampling

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External Audit

Main competitors:•• HABIB• SEASONS• RAFHAN• SOYA SUPREME

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Competitor analysis-HABIB COOKING OIL

Market Position:TABLE 1.3

HABIBFREQUENCY PERCENT VALID

PERCENTCOMMULATIVE PERCENT

VALID PRICE 4 13.3 13.3 13.3QUALITY 6 20.00 20.00 33.3

NUTRITION 9 30.00 30.00 63.3AVAILABILITY 4 13.3 13.3 76.7

PACKAGING 7 23.3 23.3 100TOTAL 30 100 100

GRAPHICAL REPRESENTATION OF DATA LISTED ABOVE

0

20

40

60

80

100

120

VALID

PRIC

E

QUALITY

NUTRITIO

N

AVAILABIL

ITY

PACKAGING

TOTAL

FREQUENCY

PERCENT

VALID PERCENT

COMMULATIVEPERCENT

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Explanation of graph: The respondents on various attributes also favour HABIB as a strong competitor of DALDA.13.3% purchase for its price, 20% for its quality , 30% for its nutrition 13.3 % purchase it for DALDA’s unavailability and 23.3% for its packaging

STRENGTH:

- Second largest oil brand- Asli ghee smell

WEAKNESS:

- Less innovative- Less sales

SWOT Analysis for HABIB

Strength

• Hygienic oil• High volume or sale• Number one brand• New idea of packaging

Weaknesses

• Concentrate on economy pack• Target on the housewives• Ignore industrial consumer

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Opportunities

• Large market share• High profit• New investment• New innovation

Threats

• Value shift• New product• Intense competition• New competitor

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Market Segmentation

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Description

Premium Females between the ages of (25-35) years Mothers playing an influential role in decision making A household of four and more Target personality include low income segment as well (loose and mid-price)

Table 1.4

Pest

analysis for cooking oil industry

Climate

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s a le s p r o p o r t io n

5 3 %2 4 %

2 3 %t i n s

p o u c h e s

lo o s e


Political Factors:• Democracies are under pressure to show that they can protect the health of their

population. • Global society is under pressure to demonstrate it can mobilize resources to

effectively tackle global social problems.• Tackling health problems requires long term thinking, complex partnerships and

innovative forms of organization.• Health suffers more in wars and other complex consequences.

Economical Factors:

• Rising price of palm oil• Purchasing power is affected by the inflation• Import of palm oil is affected by dollar exchange rate

Social factors:

• Health is important to people-consistently regarded by rich or poor• There is a complex interaction between the right of an individual good health; the right of

community to protect itself against health threats; and its responsibility to provide for the health of its members.

• Health protection requires across the society professions organizations etc. public health relies on public support of its “licenses to operate” and its ability to change behavior.

P

E

S

T

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Technological factors:

• Health problems are always dynamic and sometimes this change is unpredictable. Health interventions can lead to new health hazards.

• Without knowledge about health, there can be no response to health threats.• Technology is poorly distributed in areas where people are unable to create demand for it

effectively.• New technologies are the result of increasingly sophisticated processes and currently

seem to be of decreasing cost effectiveness.• New technologies pose poorly-understood risks as well as offering hard to qualify

benefits • Information technology has a potential to revolutionize the disseminations of knowledge

about health.

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ASSUMPTIONS:

It is assumed that the political, economical, and social condition will remain same during the whole year in which the product is launched e-g market price of palm seeds.

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MARKETING OBJECTIVES & STRATEGIES FOR NEW PRODUCT:

Marketing Objectives:

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1. Sales objective:Sales of worth Rs.2500000 for initial 12 months by doing promotional and introduction

activities

.2. Profitability Objective:To earn profit of 10% of sales initially.

3. Market Share Objective:To attain 05-10% market share for initial one year.

4. Customer Satisfaction: We plan to provide our customers with the best of quality, health and convenience, at low and affordable prices.

Ways Planned To

Adopt To Help Improve Our Customer Service:

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1. Stay in contact with customers on a regular basis 2. Create a customer focus group by inviting 10 to 20 loyal customers to meet regularly.3. Have a web site that is easy to navigate. Add a frequently asked question's "FAQ" page

and explain anything that might confuse your customers or visitors.4. Resolve customer complaints quickly and completely. Answer all e-mail and phone calls

within a few hours.5. Not to make customers or visitors hunt for contact information. Make it easy for them to

contact us.6. Give our employees bonuses or incentives to practice excellent customer service. Tell

employees to be flexible with each individual customer, each one has different concerns, needs and wants.

7. Give your customers more than they expect.8. Reward in points -- give customers a point for every rupee they spend.

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BRAND AWARENESS

COMPANY NAME: UNILEVER

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BRAND NAME: A GIFT FOR THE NEW MILLENIUM-OMEGA 3 ALGAE

COOKING OIL

CATEGORY: COOKING OIL

AVAILABLE SIZES:

• 1 LITER• 2.5 LITER• 5 LITER

PACKAGING:

• PLASTIC BOTTLES

MAJOR CITIES INITIALLY TARGETED:

• LAHORE• ISLAMABAD• KARACHI• PESHAWAR• RAWALPINDI

MARKET SEGMENTATION

ALGAE COOKING the following OIL will segment their market on criteria

GEOGRAPHIC SEGMENTATION:38


(a) REGION:•Country –wise•Province-wise•City-wise etc

DEMOGRAPHIC SEGMENTATION: (a) AGE:

• Under 25, 25-45,over 45 (b)Gender:

• Male, Female (c) Income:

• A-F households with class A households having the highest income and class F having the lowest.

(d)Education:• Uneducated, Primary

school,Matriculation,Intermediate,Bachlors,Masters ,PhD

PSYCHOGRAPHIC SEGMENTATION: (a) SOCIAL CLASS:

• A-F households –A being upper class and F being the lower class

BEHAVIORAL SEGMENTATION: (a) Purchase Occasion:

• Regular occasion• Special occasion

(b) Benefits Sought:• Quality • Service• Economy

(c) User Status:• Nonuser• Ex-user• Potential user• Regular user

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(d) Loyalty Status:• None• Medium• Strong• Absolute

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TARGET MARKET:

GEOGRAPHIC

(a) Region:

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Algae cooking oil will be a nation-wide brand and it will target all areas in urban Sindh, Punjab and N.W.F.P

DEMOGRAPHIC

(a) AGE:• 25-45

(b) GENDER;• Traditional female house wives

(c) INCOME:• Households A with income range..20000 and above• Households B* with income range…10000-15000• Households C** with income range….7000-10000

(d) EDUCATION:• Atleast Matriculatio

PSYCHOGRAPHIC

(a) Social Class:• Households A & B*

(b) LIFE STYLE & PERSONALITY:• ALGAE cooking oil will be targeted to those households who are more or less in

25 -45 age group .This women is traditional but educated at least Matriculation and loves to take care of her family. She is quality conscious and health conscious and will be prepare to pay a premium price for good quality products

PRODUCT POSITIONINGA GIFT FOR THE NEW MILLENIUM

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ALGAE COOKING OIL

EAT HEALTHY LIVE HEALTHY

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EAT HEALTHY LIVE HEALTHY

• Have a vastly improved memory • Improve your quality of life• Feel great • Look great • Have healthy smooth skin • A strong immune system • A positive out look on life • Have more get up and go than you have ever had • Have thick healthy hair

MARKETING MIX STRATEGY FOR

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OMEGA 3 ALGAE COOKING OIL

The Marketing Mix is the set of marketing tools that work together to affect the market. The four elements of the Mix are, of course the Product ITSELF; the Price at which it is

offered for sale in the market; the Place or how the product is distributed; and the Promotion which brings the product to the attention of the customers, arouses his/her

interest, builds up the desire for the product and finally moves him/her to act /purchase the product.

The following section of this project will deal the Marketing Mix used by UNILEVER for its new brand ALGAE COOKING OIL.

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PRODUCT

Anything that can be offered to the market for attention, acquisition, use or consumption that might satisfy a want or need

PRODUCT

PRODUCT CLASSIFICATION:ALGAE COOKING OIL is a consumer product.

PRODUCT ATTRIBUTES:

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Product Quality:Unilever promises the highest quality of all of its products. As such ALGAE COKING OIL is also manufactured to the highest standards. The consistency in Unilever promises and delivered products please customers.

Product Features:Algae Cooking Oil offers two new best features for the new millennium; the power of algae and the omega 3.Omega 3 algae oil is nutritionally identical to fish oil. It contains DHA and EPA. But it is not an animal product. It conserves fish resources while providing us with an excellent source of omega 3 essential fatty acids. Algae oil could replace both fish oil and flaxseed oil as an omega 3 supplement nowThe algal-oil feed stock that is used to produce bio diesel can also be used for fuel directly as Straight Vegetable Oil(SVO)

The algal-oil feedstock that is used to produce biodisel can also be used for fuel directly as "Straight Vegetable Oil", (SVO). The benefit of using the oil in this manner is that it doesn't require the additional energy needed for transesterification,

PRODUCT SERVICES PERSONNEL IMAGETOTAL CUSTOMER VALUE

Packs/tins ofomega 3 algae oil

Cookery program

Advisoryservice

Social and Esteem needs met

Product Design:Unilever has once again compliance with its customer oriented policy by introducing a new brand; omega 3 cooking oil in its current product line, that’s a unique product with enriched features. It is altogether a new product, packaged in a one liter polyjar.

Attributes Effects & Ingredients

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

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


consistency lightvitamins A,D,EFatty acids EPA Omega 3Energy power Algae(Chlorella)Color of the Product Dark

Packaging:

All Unilever product’s packaging are imported. Even the ink used on packaging is imported. The packaging is of the highest standards; at least in the local market. Omega 3 Algae oil is available in tins, bottles and poly-bags. All packages are clearly and legibly labeled as to contents and ingredients. All packages are easy and safe to use. The omega 3 cooking oil packaging color is transparent with green and black labels.

Branding:There are typically four levels of meaning conveyed by Unilever about its new product in cooking oil range.

Levels Brand –Omega 3 algae Cooking oil

Attributes Premium quality, high prestige

Benefits Tasty food, cooking ease

Values Motherly love, tradition

Personality Cooking expert mother,housewifes

Brand Strategy:

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Existing product category New product CatgoryExisting BrandNames

PRICE

Line Extension

Brand Extension

Dalda sunflowerDalda cookoing oilDalda lajawabMulti BrandDalda planta cooking oil

New BrandOmega 3 Algae Cooking Oil

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The amount of money charged for a product or service, or the sum of the values that consumers exchange for the benefits of

having or using the product or service.

PRICEUnilever’s marketing objective is primarily to tap the upper middle class and upper class segments.For this Unilever has to achieve Product Quality Leadreship in doing so they have to incur more R&D costs.To cover these costs Umilever has to follow the Value Based Pricing and Premium Based Strategies.The following grid summarizes the above discussion on pricing strategy.

Higher Prices Lower prices

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Higher quality

Lower Quality

PLACE

Premium strategyValue based pricing

Good Value strategy

Overcharging strategy Economy strategy

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The set of people and firms involved in the transfer of the title to a aproduct as the product moves from producer to ultimaye

consumer or business user

PLACE:UNILEVER PAKISTAN believes in synergy, that is a perfect blend of all the components of marketing mix. Proof lies in it having the most efficient and the largest distribution (networks) system in our countryMultiple distribution channels are to be used for omega 3 algae cooking oil.

Channel Levels:Multiple distribution channels are used by Unilever are as follows

Factory Depot Distributor wholeseller Retailer

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Customer

Sales Setup:

Sales Controller

GSM TMM

Branch Manager Sales Category

Area Manager

LDM or Territory Managers & JMs

PROMOTION

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Element in an organization’s marketing mix that serves to inform, persuade and remind the market of a product and

the organization selling it.

Unilever being the market –oriented and the customer-oriented company its marketing efforts are relatively the most.The most concentrated promotion techniques used are television and advertisementsFor omega 3 Algae cooking oil the marketing used will be Visibility marketing and Media marketing.

VISIBILITY MARKETING:Omega 3 algae cooking oil will concentrate more on visibility and availability. this includes print advertisements, price cards, posters at vendor’s shops, sign boards,buntings,flags etc

MEDIA MARKETING:

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Unilever will use different newspapers and magazines for promoting omega 3 cooking oil but the major emphasize will be on advertisements shown at the times loving mothers are watching TV. The ads also run at different times of the day specially between 6.30 to 7.30

It reads: Eat Healthy Live Healthy

The message concentrates on aroma, taste, healthy and happy cheerful life.The theme wsas image building. It informs about the product and persuades the consumers to buy it.The color of the omega 3 cookimg oil is lightened as buyers prefer light oil.It will get little support due to strong competition from the likes of corn oil, canola oil,etc therefore not much of the advertising budget, rather promotional efforts are allocated towards it. These ads emphasize lighteness and the strong energy source i.e algae as a main ingredient of the omega 3 algae cooking oil .

SALES PROMOTION:Unilever will also play its role in promoting omega 3 algae cooking oil by arranging different events like cooking contests games and shows

PERSONAL SELLING:Unilever will adopt personal selling in order to introduce and promote omega 3 algae cooking oil. It will also try to come up with consumer promotion by giving trade off to the retailers.

OTHER MEDIUMS:Print ads in magazines such as Women’s Own, She, etc, and those read by average but literate house wives. Buntings, posters, trade flags(hung at the retailers) inducing consumers to try the latest taste for omega 3 algae cooking oil. Besides this the cookery programs shown on TV will be a good promotion tactic as these programs will show omega 3 algae cooking oil use in different Pakistani as well as other countries’ popular dishes. In this way the viewers will remember the brand name through the message “gift for the new millennium; eat healthy live healthy”. The symbol and the color of the bottle of omega 3 algae cooking oil is also a good way to communicate to the consumer who can’t read but can easily recognize the bottle by the algae symbol or the green and black color scheme. The unique and attractive design of the bottles is also a way of consumers’ persuasions for new omega 3 algae cooking oil.

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Different sizes (plastic bottles of 5, 2.5 & 1 liter) are available for the convenience of consumers and target all segments of the market

Alternative marketing plan:If Omega 3 Algae cooking oil does not go well in market than the alternative market plan to reintroduce Omega 3 Algae Cooking Oil will be:

ProductChange in color of oil:

If the consumers bothered about the dark color of the cooking oil than unilever will go for the lightining of color of the Omega 3 Algae Cooking oil in ordre to give the effect of lightness for more health conscious consumers.

Change in Packaging size:Unilever has launched three different packaging sizes of 1 liter, 2.5 liter, 5 liter

respectively.It can introduce 0.5 liter poly jar in order to attract middle class and budget conscious consumers.

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Price

Discount offerings: Unilever can offer discunt to its customers in order to attract more number of customers. Reduction in prices: Unilever can go for market penetration strategy by offering less prices.

PromotionTokens and Gift hampers: Unilever can offer tokens on purchasing Omega 3 Algae Cooking Oil and also give gift hampers by a lucky draw to its customers.

PlaceWide Distribution: Unilever can adopt wide distribution by franchising..

Important Activities of Promotional Plan:

Following are the activities of the promotional plan for the Algae cooking oil.

Sr.NoStarting Date

Ending Date

Activity BudgetResponsible Personnel

Department

01. Jan 01,10 Jan 15,10 Finance arrangement

7000000 Mr.Aziz Mirza finance

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02. Feb 01,10 March 31,10

Electronic and Print media advertisements

2500000 Miss.Sehrish Marketing

03. April 05 June 30,10

Billboards and hoardings

1500000 Miss.Rabia Marketing

04. July 02,10 Sep 15,10 Free sampling of the 50 ml oil bottle

500000 Mr.Amir Marketing

05. Sep 11,10 Nov 20,10

Live cooking shows in different cities

650000 Miss.Madiha Marketing

06. Nov 25,10 Dec 31,10

Personnel Selling

1250000 Miss.Tabassum Marketing

Objective of each Promotional activity:

Activity. No Objective of each Promotional Activity01. Finance Arrangement

It is to assure that the required finance is issued from the finance department for promotional plan and activities.

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02. Electronic and print media Advertisement

This activity is the aggressive marketing campaign for the launch of the Algae cooking oil. People will be able to get to know about the new oil, its qualities and better health ingredients.

03. Billboards and Hoardings

It’s also the part of marketing campaign where hug\e billboards are installed at signals and places where people can view the Algae cooking oil’s advertisements.

04. Free sampling

Free sampling is to introduce the Algae cooking oil to the local markets by asking people to check the taste of the Algae cooking oil.

05. Live cooking shows in different cities

This activity is also for the introduction of Algae cooking oil to those customers which do not have the facility to watch advertisements on TV or those who are illiterate.

06. Personal selling

It is to sale at cost by the company for the introduction of the Algae cooking oil initially in market.

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MEASUREMENT REVIEW AND CONTROL

In case there are certain deviations in the market situation then the organization has to take certain precautionary steps in order to control and manage those immediate

changes as follows...

Task The standardHow to set the

standard

Performance measurement

& review

What to check& how to control

1. To achieve personal sales targets

Sales target per period of time for individual groups and or products

Analysis of territorial potential, individual customers potential.

Comparison of individual salesperson's product sales against targets

Significant shortfall between target and achievement over meaningful period of time

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Discussion and agreement between salesperson and manager.

2. To sell the required range and quantity to individual customers

Achievement of specified range and quantity of sales to a particular customer or group of customers within a time period

Analysis of individual customer record of potential and present sales. Discussion and agreement between salesperson and manager.

Scrutiny of individual customer records. Observation of selling in the field.

Failure to achieve agreed objectives. Complacency within range of sales made to individual customers.

3. To plan journeys and call frequencies to achieve minimal practicable selling cost

To achieve appropriate call frequency on individual customers. Number of live customer calls during a given time period

Analysis of individual customers potential. Analysis of order/call ratios. Discussion and agreement between salesperson and manager.

Scrutiny of individual customer records. Analysis of order/ call ratio. Examination of call reports.

High ratio of calls to an individual customer relative to that customers yield. Shortfall on agreed total number of calls made over an agreed period of time.

4. To acquire new customers

Number of prospect calls during a time period. Selling new products to existing customers.

Identify total number of potential and actual customers that could produce results. Identify opportunity areas for prospecting.

Examination of call reports, records of new accounts opened, ratio of existing to potential customers.

Shortfall in number of prospect call from agreed standard. Low ratio of existing to potential customers.

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5. To make a sales approach of the required quality

To exercise the necessary skills and techniques required to achieve the identified objective. Continuous use of sales material.

Standard to be agreed in discussion between manager and salesperson related to company standards.

Regular observations of field selling using a systematic analysis of performance in each stage of the sales approach.

Failure to identify objectives of each stage of sales approach, identify specific areas of skill weakness, use of support material.

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Documents

New-Product-launch.pdf