Markting plan

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Markting plan

  1. 1. MARKETING PLAN : year 2012-2017 Presented to: Sir Farhan Sherazi Presented by: Tango Group UNIVERSITY OF THE PUNJAB
  2. 2. TANGO GROUP
  3. 3. INTRODUCTIONOBJECTIVES:•Green Pakistan•Save nationGREEN PAKISTAN• Recycling of plastic bottles Is dangerous as basic unit of plastic is carbonso carbon produces carbon dioxide. Which depletes ozone layerSAVE NATION:• As carbon is the basic element of plastic• Calcium deposition reduces with the use of carbonated / fizzy drinks.
  4. 4. ADVERSE EFFECT OF PLASTIC BOTTLES Common Uses Adverse Health EffectsPlasticPolyvinyl Food packaging, plastic wrap, containers for toiletries, Can cause cancer, birth defects, genetic changes, chronicchloride cosmetics, crib bumpers, floor tiles, pacifiers, shower bronchitis, ulcers, skin diseases, deafness, vision failure,(#3PVC) curtains, toys, water pipes, garden hoses, auto indigestion, and liver dysfunction upholstery, inflatable swimming poolsPhthalates Softened vinyl products manufactured with phthalates Endocrine disruption, linked to asthma, developmental(DEHP, include vinyl clothing, emulsion paint, footwear, printing and reproductive effects. Medical waste with PVC andDINP, inks, non-mouthing toys and children’s products, product phthalates is regularly incinerated causing public healthand others) packaging and food wrap, vinyl flooring, blood bags and effects from the release of dioxins and mercury, including tubing, IV containers and components, surgical gloves, cancer, birth defects, hormonal changes, declining sperm breathing tubes, general purpose lab ware, inhalation counts, infertility, endometriosis, and immune system masks, many other medical devices impairment.Polycarbonate, Water bottles Scientists have linked very low doses of biphenyl Awith Bisphenol A exposure to cancers, impaired immune function,(#7) early onset of puberty, obesity, diabetes, and hyperactivity, among other problems (Environment California)Polystyrene Many food containers for meats, fish, cheeses, yogurt, Can irritate eyes, nose and throat and can cause dizziness foam and clear clamshell containers, foam and rigid and unconsciousness. Migrates into food and stores in plates, clear bakery containers, packaging "peanuts", body fat. Elevated rates of lymphatic and hematopoietic foam packaging, audio cassette housings, CD cases, cancers for workers. disposable cutlery, building insulation, flotation devices, ice buckets, wall tile, paints, serving trays, throw-away hot drink cups, toysPolyethelyne Water and soda bottles, carpet fiber, chewing gum, coffee Suspected human carcinogen(#1 PET) stirrers, drinking glasses, food containers and wrappers, heat-sealed plastic packaging, kitchenware, plastic bags, squeeze bottles, toys
  5. 5. VISION & MISSION STATEMENTMission statementDrink safe Water Co., Inc. is a community water purveyor operated by an accomplishedteam of professionals. We are dedicated to and empowered by the strength of ourcustomers.We are striving to provide the safest drinking water scientifically possible, to giveunmatched personal service and to provide strong leadership qualities towardscontinued growthvision statementOur actions demonstrate how we value our customers. We will drive out costs ineverything we do. We will treat each other respectfully. We will regard our TeamMembers as Drink safe ’ most valuable resource. We will have a positive impact on ourcommunity and environment. We will deliver excellent value to all of our stakeholdersWe shall get a prominently established and proactive entity within the boundaries of ourservice.
  6. 6. MARKET OPPORTUNITYThere are around 26 players in the bottled water sector. According to the industry sources,the number of bottlers scales up well above 70 during summer season due to increaseddemand for drinking water. Pakistan’s bottled water market comprises of two mainsegments i.e. retail market and bulk market. The retail market consists of 0.5 liter, 1.5 liter,3.1 liter and 5.0 liter capacity PET bottles. The bulk market consists of home and officedelivers in 3 and 5 gallon cans.The process of purified bottled water manufacturing consist of collecting water from asuitable source, filtration, demineralization, blending with salts, aeration, testing forstandards conformation, packing and packaging. But today there are more than 26 brands ofdrinking water available in the market thus showing a substantial growth by the industry.Mineral Water Imports in PakistanYear Quantity Value (‘000’ Rs)1992-93 694,249 3,1881993-94 814,338 5,3841994-95 1,660,951 10,7411995-96 2,328,460 12,856
  7. 7. STRENGTHS:• Save & Healthy Drinking Water• Achieved all I.S.O 2001 standards• Human friendly• Nature friendly• Best alternative to carbonated drinks for babiesWEAKNESSES:• Product unknown presentation to mess
  8. 8. OPPORTUNITIES :• Highly developing market• Fast growing market• Highly motivated & skilled employeesTHREATS:• Highly established market competition
  9. 9. ORGANIZATIONAL HIERARCY
  10. 10. HUMAN ASSET PLANNo Department No of employees 01 Finance 04 02 Marketing 30 03 Human resource 05 04 Production 20 05 Distribution 40 06 Administration 05total 104 employees
  11. 11. Break Even AnalysisBreak Even Analysis *Fixed Costs: 50000Rs * * *Variable Cost (per unit): 10 Rs * * *Selling Price (per unit): 17.4 / 34.7 Rs * *Time Period:
  12. 12. PRODUCTION PLAN• This is the tentative plan , flexible in nature, dependent upon the demand & environmental factors year Bottles Per day Per month Per year 2012 500 12500 150000 2013 1000 25000 300000 2014 2000 50000 600000
  13. 13. • Product manager• Distribution manager• Supply chain manager• Advertisement manager
  14. 14. THE SEGMENTATION &TARGET MARKETSELECTION
  15. 15. GEOGRAPHICAL DIVISION OF PUNJAB Citadel of Punjab
  16. 16. GEOGRAPHICAL SEGMENTATION :LAHOREPERIFERAL AREA’s of LAHORE.
  17. 17. Old age Teenagers WomenMen kids
  18. 18. MARKET RESEARCH• Primary research • Secondary data• Descriptive research •WB-CWRAS - World Results: Bank, Country Water People are really Resources Assistanceconscious about there Strategyhealth & are concerned •PSQCA - Pakistanabout their love ones Standards and QualitySo agreed to the product Control Authorityattributes. •PWRC -Provincial Water Regulatory Commission •PCRWR - Pakistan Council for Research in Water Resources •PBS - Pakistan bureau of Statistics
  19. 19. PRODUCT
  20. 20. PRODUCT
  21. 21. THE LABLE
  22. 22. INGREDIENTSMineral Composition mg/LCalcium 100-200Magnesium 3-15Potassium .01-4Sodium 3-30Sulphate 10-50Chloride 60-110Fluoride .1-.6Total Minerals 150-250Ph Value 6.5-8.5Total Hardness 100-175
  23. 23. THE PLANTC3- flex sheet plant
  24. 24. THE PLANT PH-CONTROLLER
  25. 25. THE PLANT Water treatment Drink Mixer Plant plantPrecision filter machine Osmosis RO Systems
  26. 26. THE PRICING
  27. 27. PRIMARY CONSIDERATIONS IN PRICINGLOW PRICE HIGH PRICENo possible profit No possibleat this price demand at this COMPETITORS’ price PRICES & CONSUMER OTHER PRODUCT COST PERCEPTION EXTERNAL & OF VALUE INTERNAL FACTORS
  28. 28. COMPETITOR PRICESName of Brands 0.5 LITER 1.5 LITERNestle,Pure life RS 15 RS.30Atlantis RS.15 RS.28Aqua Fina ,Purity RS.15 RS.30guaranteedSpring, its naturally pure RS 13 RS.27
  29. 29. PRICE FOR REVITAL(health with safety)WEIGHT RETAIL PRICE TAX@16% PER UNIT PRICE750 ml 15 2.4 17.41.5 LITER 30 4.8 34.8PRICE FOR Juvenli (flavored water)WEIGHT RETAIL PRICE TAX@16% PER UNIT PRICE500 ml 15 2.4 17.41 LITER 30 4.8 34.8
  30. 30. THE INTERMIDIETORIES
  31. 31. CONSUMER & MARKETING CONCEPT Manufactur Manufactur Manufactu er er rerManufac turer Wholesaler Wholesaler Retailer Jobber Retailer Retailerconsumer consumer consumer consumer
  32. 32. DISTRIBUTION CHANNELS:NORTH REGION: SOUTH REGION :• Samanabad • Model Town• Islampura • Faisal Town• Shahadra • Wapda Town• Shadman • Garden town• Al-faisal town • Johar town• Lahore –Cantt • Cavalary• DHA • Gulberg• Dharampura (etc) • Township• Sheikhupura • kahana • Kasur • Chuniyan
  33. 33. DISTRIBUTION CHANNEL’S PLAN:“PROVIDE THE PRODUCT AT FIRST STEP OF CONSUMER” No of Employees 40 No of vans 10 No of visit/ area 2/ week No of 25/ day outlets/day Output / day 250 outlet/day
  34. 34. RETAILER CLASSIFIED BY OWNERSHIP• Cooperate chains• Independent stores
  35. 35. RETAILERS CLASSIFIED BY MARKETING STRATEGIES Departmental stores Discount stores Limited-line stores Off-prices retailers Supermarkets Convenience stores Warehouse clubs
  36. 36. PROMOTION & ADVERTISEMENT•E -marketing (inter-net blogs , television ads)•Tele marketing• free sampling (schools , large retail outlets , offices)• B2B marketing (Hotel & restaurants )•B2C marketing•Public places•Educational centers•Event based marketing
  37. 37. FOCUSED PLACES
  38. 38. THE ADVERTISEMENT
  39. 39. Bill boards
  40. 40. STANDING FLEXSHEETS
  41. 41. POLE SIGNS
  42. 42. BUNTINGS
  43. 43. DRINK SAFEBE BLESSED

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