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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