During our Marketing Management course, we were assigned to make plan for launching an innovative product. The idea of Healthy Straw is that it has capability to filter out sugar and you will sip an extreme chilled drink with no sugar and same taste. Note: No such product exist, it is an imaginary product.

1. i
Marketing Management Report
Marketing Plan for
Launch
H-Straw Sip Healthy
Report Prepared by Faraz Alam 60142
Sidra Shafiq 60182
Shahzeb Baig 60033
Sharjeel Khan
Talha Mustafa 60066
Submitted to Muhammad Usman Aleem
Course Marketing Management
Course ID 94111

2. ii
Acknowledgment
First, and the most we like to thank Allah for everything he rewarded me even if we
are not eligible to it.
No one can become successful without valuable contributions of his/her teacher.
Here, we like to owe our very special thanks to our teacher Mr. Usman Aleem. It is
his effort that we are able to learn a new subject and he also helped us to improve
in all the manners from being a good human being to a professional.
We also like to thank our university PAF KEIT for providing us with opportunity to
use our skills and knowledge in practical way.

3. iii
About this Report
The purpose of this report is to develop Marketing Plan for launch of an innovative
product. In this report SWOT analysis and market research both primary and
secondary are included. Then, marketing Segmentation, Targeting, and Positioning
is performed. Four P’s for Marketing Mix are also addressed. Market growth
strategy is explained with BCG matrix and Ansoff matrix. This report also includes
expected Product Life Cycle.

4. iv
Contents
1. Executive Summary..................................................................................................................... 1
2. Company Introduction .............................................................................................................. 1
3. Market Research........................................................................................................................... 1
3.1. Primary Data........................................................................................................................... 1
3.1.1. Limitation of Research.................................................................................................... 2
3.1.2. Future Research................................................................................................................. 2
3.2. Secondary Data ..................................................................................................................... 2
3.3. Pakistan v/s world prevalence of diabetes ................................................................. 3
4. SWOT Analysis .............................................................................................................................. 4
4.1. Strength.................................................................................................................................... 4
4.2. Weakness................................................................................................................................. 4
4.3. Opportunity ............................................................................................................................ 4
4.4. Threat ........................................................................................................................................ 5
5. Marketing Segmentation.......................................................................................................... 5
5.1. Geographic Segmentation.................................................................................................... 5
5.2. Demographic Segmentation................................................................................................ 5
5.2.1. Income .................................................................................................................................. 5
5.2.2. Occupation.......................................................................................................................... 5
5.3. Psychographic Segmentation.............................................................................................. 5
5.3.1. Social Class.......................................................................................................................... 5
5.3.2. Life Style ............................................................................................................................... 6

5. v
5.3.3. Personality........................................................................................................................... 6
6. Targeting......................................................................................................................................... 6
6.1. Target Audience.................................................................................................................... 6
6.2. Diabetic Patients via Doctors ........................................................................................... 6
6.3. Health Conscious People from Fitness Trainers ....................................................... 6
6.4. Health Conferences and Seminars................................................................................. 6
7. Positioning...................................................................................................................................... 6
7.1. Value Proposition ................................................................................................................. 7
8. Marketing Mix............................................................................................................................... 7
8.1. Overview of Product............................................................................................................ 7
8.2. Product Name........................................................................................................................ 7
8.3. Product Design...................................................................................................................... 8
8.3.1. Filter ....................................................................................................................................... 8
8.3.2. Straw...................................................................................................................................... 8
8.4. Dimensions ............................................................................................................................. 8
8.5. Competitive Advantage ..................................................................................................... 9
9. Place.................................................................................................................................................. 9
9.1. Distribution Channel ........................................................................................................... 9
10. Price..............................................................................................................................................10
11. Promotion..................................................................................................................................10
11.1. Promotional Strategy....................................................................................................10
11.2. Promotional Tools..........................................................................................................10

6. vi
11.2.1. Advertising ....................................................................................................................10
11.2.2. Direct Marketing .........................................................................................................10
11.2.3. Personal Selling ...........................................................................................................10
11.2.4. Sales Promotion ..........................................................................................................10
12. Product Life Cycle...................................................................................................................10
13. Position in BCG Matrix..........................................................................................................11
14. Position in Ansoff Matrix......................................................................................................11
15. Budgeting..................................................................................................................................11
15.1. Advertising Budget ........................................................................................................12
15.2. Return on Investment .......................................................................................................13
16. Future Plans ..............................................................................................................................13
17. Controls......................................................................................................................................14
Reference...............................................................................................................................................15
Appendix....................................................................................................................................................i
Market Survey Questionnaire...........................................................................................................ii
Results of Market Survey ...................................................................................................................iv

7. vii
Figures
Figure 6: Prevalence of Diabetes in adults by age in 2015 ................................................... 4
Figure 1: Position Mapping............................................................................................................... 7
Figure 3: Top View of Straw (left) and Filter (right).................................................................. 8
Figure 4: Distribution Channel......................................................................................................... 9
Figure 5: Expected Product Life Cycle.........................................................................................11
Tables
Table 6: Pakistan's Scorecard according to International Diabetic Foundation .......... 3
Table 1: Marketing Segments selected for H-Straw ............................................................... 5
Table 2: Dimensions of H-Straw...................................................................................................... 9
Table 3: Production Price Model...................................................................................................12
Table 4: Portfolio of Advertising Budget ...................................................................................12
Table 5: Return on Investment ......................................................................................................13

8. H-Straw, Marketing Plan for Launch
1
1. Executive Summary
Sugar is also called white poison as it leads to many disease including Diabetes and
Obesity. When a person is diabetic or obese doctor ask them to take sugar less
diet. But, it is hard for sweet tooth people. The craving increase when we see soft
drinks, smoothies but cannot take it, because we are restricted.
Our product will satisfy all craving of drinks. With specialized filter (membrane)
sugar is filtered and only drink without sugar is sipped. Moreover, the new straw
has gel technology which makes your drink chill.
This product can be used by any person who wants to avoid sugar.
2. Company Introduction
The vision of TFS3 Company is to develop innovative & dynamic products in the
field of medical science. We are keen to serve the mankind and making our efforts
towards protection from fast growing diseases in this volatile and unpredictable
environment.
TFS3 Company has optimistic experts who want to bring the new concepts to
explore the medical world and define and produce all possible products to serve
the humanity. TFS3 is able to understand several medical filed phenomena which
provide the ideas that lead to produce new products.
Our vision is to serve humanity.
3. Market Research
3.1.Primary Data
We have conducted six surveys in total, where two in Karachi, Lahore and
Islamabad. We conducted survey in Universities, health seminars and Hospitals.
Questionnaire is given in appendix. The survey findings are as under:
In the sample of 1485, 43 percent people were diabetic. They reported that 45%

9. H-Straw, Marketing Plan for Launch
2
has family history of diabetes. The figure was highest in age group of 31-50, while
we still got diabetic patient in age group of 21-30. Obesity was 45% which was an
alarming figure.
50 percent of the people mostly prefer to have soft drink. They contain mostly
student and employees. While Juices was reported as approx. 21% and was highly
preferred by business man. Tea and Coffee was preferred same among all groups
and was 27.27%.
47% consume 1-3 lit. Of preferred drink and 30.7% reported to consume 3-5 lit.
16% have less than one lit. But there were 69 people who drink more than 5 lit in
one month.
97.7% are aware about the diseases caused by diabetes. Only 2.3% were not aware.
84% of the people showed interest in our product.
3.1.1. Limitation of Research
The data we calculated does not represent whole Pakistan’s data as we just
surveyed three cities. We need large sample for more reliable result. The survey was
generalized. People were restricted to share their and their family data especially
for obesity. People were found interested in the product but actually how many of
them will buy the product is not identified.
3.1.2. Future Research
We will conduct quantitative analysis in near future. Our target will be focused
groups. Before entering into new segment a research will be necessary and it will
be more reliable as people will be aware of the product.
3.2.Secondary Data
As Pakistan has no framework for diabetic monitoring and servillience therefore,
for Secondary data we used World Health Organization and International Diabetic
Organization data.
Pakistan ranks seventh among the top 10 countries with diabetes. The diabetes
prevalence rate in Pakistan is 12%. The alarming rate is expected to rise up to 30%

10. H-Straw, Marketing Plan for Launch
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by 2025, which will position Pakistan 5th country with highest number of diabetes
patients.
The Health budget of Pakistan is very low though a separate share is given to
Diabetes but still it hardly cover even the 50% cost.
Pakistan has the lowest age onset. Youngsters especially in cities have increased
risk. The key factors are type-II diabetes and obesity.
As per Global Diabetes scorecard of IDF, the 2013 date of Pakistan is as following:
Table 1: Pakistan's Scorecard according to International Diabetic Foundation
Adult population (20-79) in 1000s 99,369.82
Diabetes expenditure / person with diabetes (USD) 46
Diabetes cases (20-79) in 1000s 6,712.70
Diabetes related deaths (20-79) 87,354
Diabetes raw national prevalence (%) 6.76
Number of people with undiagnosed diabetes (20-79) in 1000s 3,356.35
Diabetes is the cause of 88,000 deaths every year. Where, women are high in
number. These deaths occur due to heart attack or stroke, renal function failure and
even life threatening infections.
3.3.Pakistan v/s world prevalence of diabetes
The figure describes which age groups in the population have the highest
proportions of diabetes. The dotted line is representing world; the black line for the
region; and Pakistan’s distribution is plotted in the red line.

11. H-Straw, Marketing Plan for Launch
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Figure 1: Prevalence of Diabetes in adults by age in 2015
Many middle- and low-income countries have more people under the age of 60
with diabetes compared to the world average. Meanwhile, for high-income
countries, a growing population over the age of 60 makes up the largest
proportion of diabetes prevalence.
4. SWOT Analysis
4.1.Strength
 Patent Innovative Product
 Competitive advantage
4.2.Weakness
 No brand recognition
 New product hesitation
 Low Production
 High Cost
4.3.Opportunity
 International Market can be targeted
 Moving in to new segments
 First Mover Advantage

12. H-Straw, Marketing Plan for Launch
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4.4.Threat
 Launch of same technology after Patent expires with less cost
 Inflation
5. Marketing Segmentation
As per feature and price we have make the following Segments:
Table 2: Marketing Segments selected for H-Straw
Segmentation Type Segmentation Variable
Geographic Cities
Demographic Income
Occupation
Psychographic Social Class
Life Style
Personality
5.1. Geographic Segmentation
In Geographic, we have selected segment on the basis of cities.
5.2. Demographic Segmentation
In demographic segmentation we have selected two segments:
5.2.1. Income
Those People who have high income level can easily buy it as the cost has high.
5.2.2. Occupation
Doctors specially Diabetologist, Fitness trainer will be attracted to this product
because of the sugar filtering properties.
5.3. Psychographic Segmentation
In Psychographic following three segments can be our potential customers:
5.3.1. Social Class
This segmentation is on the basis of socio-economic basis. Upper Class is the

13. H-Straw, Marketing Plan for Launch
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attractive segment due to product’s high cost. Also people with top managerial
positions are a good segment.
5.3.2. Life Style
People who are Health conscious are another attractive segment on the basis of
sugar filtering properties.
5.3.3. Personality
As an innovation, people who love innovations and are leader will be in this
category.
6. Targeting
We will go for Niche Marketing for Psychographic segment:
6.1.Target Audience
We have decided to target following segments in Karachi, Lahore and Islamabad:
 Diabetic Patients
 Health Conscious People
6.2.Diabetic Patients via Doctors
Due to its sugar filtering property, doctors can easily target diabetic patients.
Diabetic patient highly rely on Doctors’ advice due to severe complication that
may occur due to diabetes.
6.3.Health Conscious People from Fitness Trainers
These are our one of the key target as people who want to avoid sugar but still
want to enjoy every drink they want can be recommended.
6.4.Health Conferences and Seminars
These conferences and seminar are golden opportunity to make health provider
plus common people aware of the product.
7. Positioning
Though the price is quite high as compare to normal straw but Health Benefit is the
main distinguish feature.

14. H-Straw, Marketing Plan for Launch
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Figure 2: Position Mapping
7.1.Value Proposition
The Value Proposition is,
“Sip Healthy”
8. Marketing Mix
Marketing Mix contains four P’s that are Product, Place, Price and promotion.
Marketing mix of our product is as under: Product
8.1.Overview of Product
As per international diabetes Foundation, in 2015, there were over 7 million
diabetic patients in Pakistan and it is expected to increase by 6.9%. Moreover,
number of death due to Diabetes in Pakistan has reached to 86,364. This needs
serious attention. Our product is a step toward safe drinking. We have designed a
special straw which filter out sugar present in the drink before it reaches your
mouth and to make it chill as well.
Take ice cooled sip free from Sugar.
8.2.Product Name
The name of this product is H-Straw. Here, H stands for Health. The name is
highlighting its health benefits.

15. H-Straw, Marketing Plan for Launch
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8.3.Product Design
It looks like normal straw, but a bit thicker. As shown in Picture 1, it is divided in to
two parts:
 Filter
 Straw
8.3.1. Filter
This part is placed at the bottom of the straw. It has specialized filter which sieve
sugar from drink. The sugar remains in the container from which a drink is sipped. It
fits with straw just with a click. Following is the Top view of the Filter. Filter is 1 in. in
height.
8.3.2. Straw
The second part is straw which looks like normal straw but thick wall. Between the
outer and inner layer of straw, it have specialized gel which will make the drink,
chill.
 Inner Layer The inner part is made from Aluminum to make every sip ice cold.
 Outer Layer This layer is made from insulator so you may not frost bite your lips.
 Specialized Gel Between the inner and outer layer is a secret gel which starts an
exothermic reaction when it get in to contact with drink and make your drink
chill.
Figure 3: Top View of Straw (left) and Filter (right)
8.4.Dimensions
The Following Length is exclusive of filter.

16. H-Straw, Marketing Plan for Launch
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Table 3: Dimensions of H-Straw
Part Inner Diameter Outer Diameter Length Usage Life
Straw 0.3" 0.5" 09" 05 years
Filter 0.3'' 0.5' 01'' 01 years
8.5.Competitive Advantage
No such product is available in the market. Sugar filtering property is our highest
competitive advantage. Cooling straw is also another advantage. Currently, in
market there are metal drinking straws are available but you need chill drink or ice
containing drink feel the drink is ice cold.
9. Place
We will make our customer aware about our products starting from Diabetic Cure
Centre and customer can place their orders on product website or via Diabetic
Clinics.
After increase in our market share we will place the product in Pharmacies and
Fitness Centers.
9.1.Distribution Channel
Initially we will make the use the following distribution channel,
Figure 4: Distribution Channel

17. H-Straw, Marketing Plan for Launch
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10. Price
Cost of the Product is PKR 58,818. It has the Capacity to filter 20 Liters of super
saturated sugar drinks and Expiry of 3 years.
11. Promotion
Diabetologist can be aware from Conference held on Diabetes. Representing this
product in Health Asia conferences.
11.1. Promotional Strategy
We have decided to use Push strategy for this product.
11.2. Promotional Tools
For Promotion we will promote our product using following tools:
11.2.1. Advertising
We will standy in the premises of hospitals and fitness centre. We designed our ads
in two types. First type of ad will highlighting sugar impact on diabetes and will be
placed in hospital. Second, obesity and calories effect due to sugar consumption to
be used in fitness centre.
11.2.2. Direct Marketing
Using this tool we will directly approach potential buyer who are diabetic patients
and health conscious people. In this order we can get information from Clinics to
reach affluent people.
11.2.3. Personal Selling
We will represent our product in health seminars and conference to directly reach
interested people. There we can offer discounted offers. It is good to create
personal relations in such events and convincing potential buyers.
11.2.4. Sales Promotion
When going for exhibitions we are planning to provide package prices and
discounted prices for our audience. We can also involve doctor, paying them
commission for publicity of our product.
12. Product Life Cycle

18. H-Straw, Marketing Plan for Launch
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Following diagram is for H-Straw. It was in development stage from 2013 and in
2017 it is ready for launch in market. We expect that our market will keep on till
2033.
Figure 5: Expected Product Life Cycle
13. Position in BCG Matrix
As the product is in Introduction phase therefore, it is a question mark. It has high
investment and low market share.
But because of competitive advantage we are hopeful that it will grow to Star.
14. Position in Ansoff Matrix
The product is new to the existing market therefore; it is in product development
category of the Ansoff Matrix.
15. Budgeting
Product price model provides research and development cost. Patent is filed as the
product is innovative, we have added Sales and distribution and initial advertising
expense. We will charge 60% profit margin. Initially we will produce 3000 units. We
have received pre-orders for our 30% straws. The product Price Model is as under:

19. H-Straw, Marketing Plan for Launch
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Table 4: Production Price Model
15.1. Advertising Budget
We have invested in Advertising and Public relation following is the portfolio of
adverting budget. We have divided market in to two subgroups that is “Market
A” which focus Karachi, Lahore and Islamabad. While “Market B” is rest of the
Pakistan except, cities present in Market A. For Detailed Budget kindly review
Appendix Table 2:
Table 5: Portfolio of Advertising Budget

20. H-Straw, Marketing Plan for Launch
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15.2. Return on Investment
Following are the calculation s on Return on Investment. Our ROI is 58%.
Table 6: Return on Investment
Units PKR
Revenue 3,000 135,281,688
Less: Cost of Sales (67,640,844)
Gross Profit 67,640,844
Expenses: (27,056,338)
Net Profit 40,584,506
INVESTMENT 70,011,750
16. Future Plans
After successful launch of our product we will introduce it to international market.
We will introduce more variants in form of Color, design and sizes.

21. H-Straw, Marketing Plan for Launch
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17. Controls
All our company members are expecting a lot from this product therefore; we will
closely monitor for all activities for successful launch whether is marketing,
customer service or finance. We will take following majors to control and monitor
our execution plans:
 As our product is expected to grow quickly therefore we will keep reviewing
our marketing strategy.
 We will set sales target.
 We will review whether the return on our marketing expenditure is
increasing our shares or not. We will have monthly, quarterly and annual
review.
 We may revise our current strategies, if required
 We will keep in touch with our customers. We will reviewing our customers’
demands and will try to integrate it in our strategies.
 In case of complain, we will facilitate customers by every possible means
including warranty replacement, to make customer delight.

22. H-Straw, Marketing Plan for Launch
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Reference
1. Global Diabetic Scorecard (2013), International Diabetic Foundation, pg 69

23. H-Straw, Marketing Plan for Launch
i
Appendix
MARKETING BUDGET PLAN
Projected Subtotal to date: 27,011,750.00
Campaign Type QTY Unit Projected Cost Projected Subtotal
Market "A" SUBTOTAL 1,200,000
Banner Ads 600 PKR 2,000 PKR 1,200,000
Market "B" SUBTOTAL 3,000,000
Newspaper 6 PKR 500,000 PKR 3,000,000
Logo Designing PKR 50,000
Public Relations SUBTOTAL 9,500,000
Public Events 6 PKR 1,000,000 PKR 6,000,000
Diabetic Awareness Seminars 3 PKR 1,000,000 PKR 3,000,000
Conferences 2 PKR 250,000 PKR 500,000
Social Media SUBTOTAL 600,000
Twitter 20 PKR 10,000 PKR 200,000
Facebook 20 PKR 10,000 PKR 200,000
Instagram 10 PKR 10,000 PKR 100,000
Google+ 5 PKR 10,000 PKR 50,000
LinkedIn 5 PKR 10,000 PKR 50,000
Online SUBTOTAL 8,000
Blog 10 PKR 800 PKR 8,000
Advertising SUBTOTAL 8,500,000
Online websites 50 PKR 10,000 PKR 500,000
Print Media 1000 PKR 2,000 PKR 2,000,000
Billboards 60 PKR 100,000 PKR 6,000,000
Web SUBTOTAL 367,250
Development and Management 1 PKR 367,250 PKR 367,250
Market Research SUBTOTAL 3,600,000
Surveys 6 PKR 600,000 PKR 3,600,000
Other SUBTOTAL 186,500
Msc. PKR 100,000.00 PKR 100,000
Business Cards 100000 PKR 0.87 PKR 86,500

24. H-Straw, Marketing Plan for Launch
ii
Market Survey Questionnaire
Instructions
Check the box(es) most applicable to you.
1. Your Age
(Select only one.)
20 or less
21-30
31-40
41-50
51-60
61 or above
2. Your Gender
(Select only one.)
Female
Male
Other
3. Your Current Occupation
(Select only one.)
Student
Employee
House wife
Business Man
Doctor
Other
4. Which drink will you prefer from the following?
(Select only one.)
Soft Drink
Juices or Smoothies
Tea and Coffee
None
5. How much the above selected drink you consume in 1 month?
(Select only one.)
less than 1 liter
1 – 3 liters
3 – 5 liters
5 liters or above
Does not apply

25. H-Straw, Marketing Plan for Launch
iii
6. Are you Diabetic?
(Select only one)
Yes
No
Prefer not to answer
7. Do any member of your family is Diabetic Patient?
(Select only one)
Yes
No
Prefer not to answer
8. Do you or any member of your family is Obese?
(Select only one)
Yes
No
Prefer not to answer
9. Do you feel sugary drink craving?
(Select only one)
Yes
No
Prefer not to answer
10. Do you know Diabetic can lead to Heart attack, Kidney failure, Blindness, Leg imputation
and other severe life threatening infections?
(Select only one.)
Yes
No
11. If we tell you soon a straw will be available, which will filter sugar. Will you buy the
product?
(Select only one)
Yes
No
Prefer not to answer

26. H-Straw, Marketing Plan for Launch
iv
Results of Market Survey
SN Question Options Score Percentages
1 Age Group 20 or less 45 3.03%
21-30 555 37.37%
31-40 390 26.26%
41-50 405 27.27%
51 or above 90 6.06%
2 Gender Male 840 56.57%
Female 645 43.43%
3 Occupation Doctor 450 30.30%
Housewife 300 20.20%
Businessman 95 6.40%
Employee 255 17.17%
Student 360 24.24%
Others 25 1.68%
4 Drink Preference Soft Drink 749 50.44%
Juices and Smoothies 311 20.94%
Tea and Coffee 405 27.27%
None 20 1.35%
5 Preferred Drink consumption < 1 lit 243 16.36%
1-3 lit 697 46.94%
3.1-5 lit 456 30.71%
5 lit or above 69 4.65%
Does not apply 20 1.35%
6 Are you diabetic? Yes 645 43.43%
No 700 47.14%
Prefer not to answer 140 9.43%
7 Family History of Diabetes Yes 780 52.53%
No 705 47.47%
Prefer not to answer 0.00%
8 Are you or you any member of the family is
Obese?
Yes 673 45.32%
No 839 56.50%
Prefer not to answer 9 0.61%
9 Craving for Sugary Drinks Yes 1322 89.02%
No 158 10.64%
Prefer not to answer 5 0.34%
10 Awareness about Diabetes Yes 1451 97.71%
No 34 2.29%
11 Interest in Product Yes 1253 84.38%
No 232 15.62%