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Company name:
K .MANIA (PVT)Limited Company
Company logo:
Product name:
PEP P !ICE
Product logo:
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Content" o# mar$eting plan
Part: % E&ecuti'e ummery
Part: Purpo"e" and Mi""ion
Part: * ituational Analy"e"
Product Mar$et Analy"i"
+i"tri,ution Analy"i"
Competitor Analy"i"
-inancial Analy"i"
t/er Analy"i"
Part: 0 trategy and o,1ecti'e
Mar$eting "trategy
Mar$eting o,1ecti'e"
Part: 2 Tec/nical programmed
Mar$et Product
Promotion
+i"tri,ution
Pricing
t/er
Part: 3 4udget per#ormance analy"i" implementation
4udget and analy"i" Implementation
Part: 5 Additional con"ideration"
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E&ecuti'e ummery
The report explain the marketing plan for launching a fresh juice named Pep upThisproduct has been made by the K.MANIA (PVT) Limited Companyis improved from theministry of health. In the beginning of the report we have explained the mission andvision of the K.MANIA (PVT) Limited Company. And then we have future carried outour. It will be introduce in the market with the help of various promotional displayadvertisements and distribution of fee samples to the general public and financialinstitution
This report examine that this product is initially launching in Lahores domestic marketthe study included both primary and secondary research. The primary study focused ona survey of the competitors and the liking and disliking of the people. Through thisstrategy company can penetrate more into the market and can attract the bulkcustomers
or the purpose we have contracted !"#T analysis of the company to see companysstrength$ weakness opportunities and threats. Then we have explained the purposebenefits and objectives of the product.
Then we have made a marketing mix strategy for our product. "e have divided marketinto different segment and decided to target customers of all ages.
"e have also paid special attention to packaging color and price of the product. "ehave decided to place the product in all the markets of %unjab specially canteen ofcollege and universities
"e will promote our product through various means of advertisement. "e shall alsoconduct market survey in near future to know the opinion of the public about our productand developed our product accordingly.
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T/e Mania (P't) Company
Vi"ion64e t/e glo,al leader in cu"tomer 'alue7
Mi""ion
6To "et 8orld cla"" "tandard in 1uice indu"try t/roug/ pro'iding a di'er"e rangeo# /ig/ 9uality product" t/at are prepared in according 8it/ I"lamic principal""er'ing to "ati"#y cu"tomer" ta"ting and need and "er'ing t/e "ociety7
T/e K.Mania in La/ore
The Mania will commence its operation in Lahore from February 2011. The factoryfacility has been founded on 25 canal area of land in the industrial area ferozepur RoadLahore. The factory is epected to match the demand of our product. !e ha"e ensurethe installation of modern sophisticated and efficient e#uipment confirmin$ to the "erylatest standard of %&ood Manufacturin$ 'ractices(
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Introduction To 6Pep up7'eople started too perished under the scorchin$ the heat of summer in our country theyneed of ener$y drin) to refresh themsel"es Pep up is a fresh *uice product. +t pro"ideener$y and )eep fresh when feel wea) and tired after doin$ lot of wor) in whole day.
+t contains "itamin and proteins which is useful ener$y sources. ,itamins $i"esfreshness and proteins are the ener$y cells that are rechar$e the human body so theywor) at their maimum.
The students employee and wor)ers all field of humans become tired due to the wor)burden and sunli$ht which ma)e them feel lose. They need an ener$y drin) that ma)ethem ener$ize so they may be able to perform better a$ain and feel fresh.
logan
6e#re"/ing 8orld7
Ingredient" are:
Man$o apple pine apple banana $rapes mi
-rtificial colors
tabilizers
-scorbic acid
/eta carotene
u$ar
,1ecti'e"
To increase mar)et shares
To increase the len$th of product line
To increase profit
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To satisfy customer
To face the stron$ competitors
Current Mar$et ituation"6Pep up7is fresh *uice product that is $oin$ introduce in Lahore domestic mar)et. !e
are focusin$ to all le"els are $eneration. The price of Pep upis moderate because it isfor all
Mar$et "egmentation"
The consumer of %Pep up7consists of the followin$s
;eograp/ic:
- zone &ull ber$ MM -lam road 3efense4 / zone &arden town Model town !ahdat road 4
zone Moon mar)et Multan road -llama +#bal town4
3 zone 6pper mall Railway station 3harma 'ura
+emograp/ic:
7ids
8lders
'atients
8tc.
ur competitor"
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The Pep upis currently facin$ "ery competiti"e en"ironment. /ecause already in mar)etfollowin$ compotators are
hezan
9estle
/enz ountry
oca cola aosis4
Product re'ie8
The PEP Pis a"ailable in 250ml size and in different fla"ors
/anana
Man$o
&rapes
Mi
:ran$e
'ineapple
CMPETITIVE EVIEualitie" o# ne"tle
a. lar$e promotion and mar)et co"era$eb. lar$e ran$e of fla"orsc. hi$h a"ailability
Place9estle has a lar$e mar)et share in 'a)istan
C/ange '". !une ??@
C-Million" ale"
eported!anB!une??
rganicgro8t/
eported Con"tantcurrencie"
;roup 235 D*.2 B%.2 D.@
-ood F,e'erage"
0@*%* D*.0 B.? D.5
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E4ITMargin
;roup %0.% G D*? ,p" D*? ,p"
-ood F,e'erage"
%.0 G D%?,p" D? ,p"
Earningper "/are
nderlying C- %.03 G D*.2 [email protected]
-ll calculations based on non@rounded fi$ures
trategy
reatin$ share "alue $lobal forum &ood pricin$
/etter #uality
/y offerin$ different fla"ors
+ntensi"e distribution
-ttracti"e pac)a$in$
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9ew in *uice industry
mall distribution networ)
tron$ competitors
9o mar)et share
Limited eperience of customers
pportunitie" +ncrease the distribution networ)
-c#uirin$ the new technolo$y
Mar)et is "ery bi$ and attracti"e
Ta)e o"er the distributor
+ncrease demand of hi$h #uality of product due to Lahore bein$
a de"elop city
T/reat"
'olitical instability
9ew entrance of eitin$ competitors
o many competitors
Retainin$ consumers
8conomic instability
+ncrease of $eneral sales ta
3e"elopment of plant
Mar$eting trategy and ,1ecti'e"
The mar)etin$ strate$y is based on positionin$ of product in the mind of consumers.
'ro"idin$ hi$h #uality *uice to the customers.
!e will distribute our product on mass le"el so that we canmaimize the profitability.
%. Po"itioning "trategie"
!e want to put our ima$e an on in the consumers mind as compare tocompetitorCs product. !e want to tar$et the hi$h schoolC colla$e and $raduatestudents and $o"ernment sector that ha"e to wor) hard and need to %Refresh(them an instant
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. egmentation
!e made the mar)et se$mentation on followin$ basses
&eo$raphic
3emo$raphic
'sycho$raphic
/eha"ioral
;eograp/ic "egmentation
Re$ion
ity
Rural and semi urban areas
+emograp/ic "egmentation
-$e
Family size
&ender
+ncome
:ccupation
8ducation
P"yc/ograp/ic "egmentation
ocioeconomic classification 84
Life style
'ersonality
4e/a'ioral "egmentation
:ccasions
/enefits
6ser status
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6sa$e rate
Loyalty status
Readiness sta$e
-ttitude towards the product
*. Targeting
!e will tar$et the followin$ customers
7ids
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o 'ine -pple
o Man$o
o /anana
o Mi fruit
o -pple
4rand name
The name of our product is %PEP P(
>uality
Bi$h #uality assurance would be our first priority. This would be ensured by
+mplementin$ hi$h #uality standards
Total #uality mana$ement
-c#uisition of hi$h #uality raw materials
+e"ign
'ep up is the sweet 'ep up *uice with an eye catchin$ tetra pac)
-eature"
Bere are some features of our product
Fresh ori$inal fruit *uice
'ro"ide proteins and minerals
'ro"ide "itamins
/eneficial for )idney
8cellent in taste
&i"es freshness
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Tetra pac) protection pac)in$
>uality
Bi$h #uality assurance would be our first priority@hi$h performance would be
+mplementin$ hi$h #uality standards
Total #uality mana$ement
-c#uisition of hi$h #uality raw mate
Pac$aging
'roduct units are pac)ed in D@layered Tetra /ric) -septic.
iHe
:ur product is a"ailable in 250 ml pac).
*. Pricing Plan
:ur price includes custom ser"ices and other epenses. 'assa$e throu$h its life cyclechan$es its price strate$y. To attain lar$e mar)et share prices should be at moderate
le"el to see) attraction of lar$e number of consumer
Pricing in Pa$i"tan upee"
Fruits cost Rs E@
Factory o"er head Rs 5@
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0.Communication plan:
Promotion:
-ctually promotion is the first step when we are launchin$ a product. /ut we ma)e itsstrate$y in last because we want our $ood ima$e in the mind of our customers.
Criteria #or promotion
:ur main ob*ecti"e to pro"ide
-wareness
7nowled$e Li)in$
'reference
purchasin$
Core "ource" o# promotion:
electronic media
print media cable networ)
billboards
hoardin$s
ELECTNIC ME+IA:
B8998L T+M8 36R-T+:9 T:T-L
&8: 'rime time I 'ost prime time 1 min 1215000
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369+5000
-M--98!
8arly day I 'rime time 1 min 2?0000
TTAL ?????
PINT ME+IA:
98!'-'8R
'-&R :L:R:R
/L-7 I!B+T8
+J8 3-+L0000
+A/-L T:!9 20CCD0 1 M:9TB 115000
&6L/8R& 20CCD0 1 M:9TB 150000
TTAL 32???
A+IN;:
L:-T+:9 +J8 36R-T+:9 T:T-L :T
38FF898 E0CC;0 1 M:9TB 1200000
M-LL R:-3 E0CC;0 1 M:9TB 1000000
+A/-L T:!9 E0CC;0 1 M:9TB 1000000
&6L/8R& E0CC;0 1 M:9TB 200000
TTAL *0?????
CA4LE NET
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M6LT-9 R:-3 10000
cheme Mor 25000
!apda Town 20000
Total @2???
4ENE-IT:
Followin$ are the additional benefits which are offerin$ to the customers to $i"e them"alues
&i"e fi"e rappers and $et one *uice pac)
'urchase ten pac) I $et one free *uice
+f you purchase one crate of *uice then you would able to participate in luc)y draw
for followin$
PLACE:
+i"tri,ution re'ie8"
To assure the a"ailability of its product PEP P *uice has established affecti"e dealernetwor)
The main tar$et of these *uices is Lahore.
Manufacturer
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The end consumer would then purchase %fresh %from the retailer. The distributors are themost reliable distributor in the re$ion.
4+;ETIN;:
.9o
3escription -mount
1 ost of land 25000000
2 Raw material 5000000
E tationary 50000
G :ffice epenses 100000
5 Furniture 500000
D taff salaries 50000
3+TR+/6T:R
R8T-+L8R
:96M8R
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> Frei$ht inward char$es D0000
? Repair I maintenance 150000
; Research I de"elopment ;0000
10 Technolo$y 1000000
11 Mar)etin$ I media epenses DDG?DE0
TTAL *@30@3*?
CNTL:
This is the main and last element of the mar)etin$ plannin$ by usin$ this we can chec)the standard of our product for the purpose of correctin$ any error if occurs
There are three main functions are performed under this element of plannin$
Measurin$ omparin$
orrectin$
Mea"uring
!e can chec) mar)etin$ condition throu$h meanin$ in which different type of tas) maybe performed li)e
ur'ey"
ur'ey #or t/e #uture:
+n order to learn weather people would li)e to buy our product we ha"e decided toconduct a mar)et sur"ey in future so that we can assure that people li)e our product ornot.
Comparing:
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e#erence:PECIL TANK
9-88M M-9:R FR:M M-R78T+9& 38'-RTM89T
8M-+L 9-88M M-9:R?15
OOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOO
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http://www.mickinsey/http://www.mickinsey/http://www.angrofood/mailto:[email protected]://www.mickinsey/http://www.angrofood/mailto:[email protected]