L/O/G/O

2

Optimists

• M. Haroon Shakeel • Hafiz Mohammad Hammad Nomani• Umaz Hussnain• M. Iqbal• Imran Javid• Anjum Ali• Taufeeq Khalid• BBA-ITM(12)

L/O/G/O

By: Optimists

Marketing Management

4

Contents

1

2

3

4

Idea Generation

Idea Screening

Marketing Strategy

7 P’s Analysis

5

Idea Generation

Shopping TV

SMS Seat Reservation

Packed Domestic Dishes

Instantly ready to eat desi dishes

1. Daalain 2. Sabzian3. Ghosht

Packed Domestic Dishes

6

Idea Screening

Comparatively easy to visualize

Processes, easy to identify

Easily available

Easily Manageable

Less Complexity

Human Resource

Supply Chain

Consumer Market

7

Environmental Scanning

Survey Video..

8

Quality Concerns

Availability

High Price Freshness Problem

Survey Analysis

Environmental Scanning

9

Concept Development

Packed Domestic Foods

• Downsize the best possible combinations of different dishes.

• Assuring Quality & Taste

External Testing

Internal Testing

Rating

Downsize

• Rate them according to Survey.

• Test on Potential Customers•Students and Job Holders

L/O/G/O

Marketing Strategy

11

Marketing Strategy

Mission Statement

“To enhance the value of domestic foods by ensuring the quality through

an accessible value delivering network”

12

Marketing Strategy

Industry Consumer Market Penetration

Products and Applications Daalain Sabzian Ghosht

Competence ISO Food Standards SANHA

Target market Students Jobholders Women lacking cooking habits

13

SWOT Analysis

Opportunities

Market Gap Market Expansion

Strength

Affordable Price Easily Available Urge for Quality

Threats

Competitors Mommy’s Food Dhabahs

Weakness

Negative perception regarding freshness

Quality

SWOT Analysis

L/O/G/O

Marketing Mix

L/O/G/O

Product

16

Product

Brand Name

SAALANTagline

The Instant Tadka

17

Product

• Logo

18

Product

Packed Domestic Dishes Dishes

• Daal Mash • Daal Chana • Mix Vegetable• Aloo/Mutter Qeema• Chicken Qourma• Mutton Qourma• Achar Ghosht• Haleem

19

Product

Quality Nutrition Plan Vegetable Oil (Standard Suppliers Dalda) Farm Freshness Qualified Cooks ISO Standards Production Environment

Size One Standard Plate(300g)

Height= 8.4 inches Width=6.4 inches Depth= 1.4 inches

20

Product

Features Salt Sachet Black Pepper Sachet Tissue Paper Vinegar Sachet(Haleem)

Services

Return of Product on the basis of Leakage Quality

WarrantiesTill mentioned expiry date

L/O/G/O

Packaging

22

23

L/O/G/O

Price

25

Price

Fix Cost

Salary Expense

Number of units

280,000

185,000

Rs.1.5/Pack

Variable Cost

Daal (Mash) 1kg = 120

Oil 170 ml = 20

Masala 25 gm = 9

Pyaz 185 gm = 4

Tomato & 75 gm = 2

Other

155

Per Plate = 155

10

Rs. 15.5/ Pack

Fix Cost 1.5

Other Costs

Electricity & Gas = 2

Packaging = 9

Marketing Expense =10

Distributor Margin = 3

Wholesaler Margin = 2

Retailer Margin = 4

Transportation = 2

(Per Pack) 32

Variable Cost 15.5

Other Costs 32.0

Profit Margin 3.16

GST 7.84

Rs. 60

Per Pack

26

Price

Prices of Dishes• Daal = Rs. 60• Vegetable = Rs. 50• Aloo/Mutter Qeema = Rs. 75• Chicken Qourma = Rs. 85• Mutton Qourma = Rs.110 • Achar Ghosht = Rs. 70• Haleem = Rs. 70

L/O/G/O

Process

28

Process

Farms and Dealers

Inventory

Cooking Dept.

Packaging Dept.

Testing Dept.

Transportation Dept.

Distributors

Organizatio

n

Field Testing

L/O/G/O

Promotion

30

Tools

• Newspapers & Magazines• Brochures• Signs Boards• Internet

Promotion

31

Promotion

32

Promotion

33

Promotion

34

L/O/G/O

Place

36

Place

• Channel of Distribution• Tradtional

• Coverage of Market• Cities-Lahore, Karachi, Rawalpindi, Islamabad• Islamabad (Store, Super Stores , Bakeries of each

Markaz)

• Merchandizing• Contemporary with noodles, spices and pickles etc

• Inventory• Warehouses

Lahore, Karachi• FIFO

L/O/G/O

People

38

People

• Employees– Cooking Staff– Quality Control managers– Technical Staff– Transportation Staff– Finance and Account Managers– Marketing Managers– Dealers(Food Traders, Farm Houses)

L/O/G/O

Thank You!