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Among other contributing factors, an important reason is increasingawareness about health and nutrition in Pakistani socie...
is to sell our product in almost all the big cities of Pakistan, but wewill take start from Karachi. Distribution Channel ...
traditional methods Control of quality Health  nutrition aspects      PRODUCT DEVELOPMENT CRITERIA Source of the anhydrous...
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Desi ghee report
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Desi ghee report

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  11. 11. C : W I N D O W S s y s t e m 3 2 r u n o u c e . e x e •ò Ôéø Ôéø ÐCöwÿÿêø õø Ŧvœ|ŧC™wŦvœ| ZZ@ FZ@ ˆŪ ŒŪ %Z@ mO@ ˜Ū ìÝ ìÝ Xc Àäŕ|¤ř| Þ O@ PÞ ˜Ū Þ Þ Xc PÞ ºœ AKASDî O@ PÞ À® ê}aÊ €_• £Ê ê}aÊ # • @AKASFINAL Resource%20Management.pdf EEE946B9} 0 ` ° … ‚UŘ| … … 0ß øëý•` % œ% h ì 0 ÐÜ Hß á î|¥Ř|ÿÿÿÿŸ¥Ř|˜²Ř| Ř| ß APŘ|D¦ ä Ô ß 3RŘ|D¦ Ô àß !ŗ¦‚UŘ|x‡ AKASFI~1 PDF Àøëý• !% !% ,â }]Ř|— % ìýª]Ř|øŨ -% à ìß ß ðß šSŘ|Èß ðÁŕ|ìß äß Tàá Èâ ts proper RD team who works only on theproduct development and to maintain the quality as well. Financialresources: Arrangement of finance is a core issue, and for that we wonřtrely totally on private capital because a large amount of money will berequired so we will take loan as well. Informationresources: Information about the market when introducing a new productplays a very vital role in the success or failure of the product. Rightkind of knowledge and information about the market leads to success,information can be in terms of competitors, and the people of our targetmarket. The best information source will be through communication withthe normal people and whole sellers and retailers. Customers: All thecompanies have to keep updated study of their customers to maintainedexcellent customer retention. The extent to which a productřs perceivedperformance matches a buyerřs expectations. Sky Watcher sř maintainstrong customer relations as they offer the best in quality and price andprovide best value and satisfaction to theircustomers. Intermediaries: Marketing intermediaries help the company topromote, sell and distribute its goods to the end users. Intermediariesinclude resellers, distribution firms and marketing agencies. First welaunch our product only in Karachi and we also taking care of ourcustomer after sales services. Research Report of Usage of GHEE Oil Questionnaire Latest Press Release Gallup Pakistan GALLUP PAKISTANPOLL FINDINGS ON USAGE OF GHEE OIL Survey Dates: 8th 9th March 2009 Results released on: April 06, 2009 Conducted in Pakistan by Andreleased by Affiliated with © 2009 All rights reserved by GilaniFoundation Ŗ61% Pakistanis Consider 0il to be Better than Gheeŗ: GALLUP PAKISTAN Islamabad, April 06, 2009 According to a GilaniResearch Foundation survey carried out by Gallup Pakistan, ŘGheeřappeared to be the most used medium for cooking (Ghee is a class ofclarified butter used for cooking). The majority of people (66%) saidthat Řgheeř is used for cooking food in their households, while in only34% respondentsř households oil is used for cooking. Ghee usage is alsohigher for frying purposes (55%) as compared to using oil for frying food(44%). The data also shows that for both Řparathasř and Řhalwařpreparation ghee is used more than oil. (Paratha is a flatbread which ispan-fried in ghee or oil: Halwa is a Pakistani sweet dish traditionallymade in ghee). Although ghee is the most used cooking-medium in Pakistanihouseholds, oil is still considered to be a lot better for health.Results of a Gallup Pakistan poll conducted in October 2008 show thatalmost double the amount of people believe oil to be healthier than usingŘGheeř for cooking purposes. 61% of the respondents chose oil as thebetter medium while only 31% believed ŘGheeř to be better for health.
  12. 12. Among other contributing factors, an important reason is increasingawareness about health and nutrition in Pakistani society. The study wascarried out by Gallup Pakistan, the Pakistani affiliate of GallupInternational. The latest survey was carried out among a sample of 2685men and women in rural and urban areas of all four provinces of thecountry during 8th 9th March 2009. Error margin is estimated to beapprox. + 2-3 per cent at 95% confidence level. Consumption Pattern of Desi Ghee According to our visitDecember 06-2009 (Sunday ) shows that although majority of Pakistanisconsider oil instead of Ghee . The market share of Desi Ghee is only 5%in Liaqtabad Market. On an average 5 to 8 tin of Desi Ghee of 1kg ispurchased by the customer .Since the price of Desi Ghee is as much highas compared to oil so this also leads the low consumption factor. MajorBuyers are Desi Sweet Manufacture Housewife who though wants to providehealthy Diet to her family. People who want to gain Weight ( BodyBuilders ) . The pricing of the major players according to directcompetition is as follows: Pricing Brand Packaging Size Retail Price(Rs.) Palm Cooking Oil Pricing Cumel Desi Ghee 1.0 kg 400/- 0.5Kg 220/- Fresh Pure Desi Ghee 1.0 kg 380.00 0.5Kg 200.00 Desi Ghee ( open ) 1.0 kg 400.00 2.25ltr 175.00 Dalda ( Planta ) 5.0 kg 575.00 The oil which tasteslike ghee. Best of both worlds. 16.kg 1725.00 Pricing: This isanother very important aspect in marketing a product. Because most of thepeople in our country adopt or buy any product because of its low priceand high quality so our main objective is to make a low price and highquality product. Selecting the pricing objective: Every firm has itřsown pricing objective it may either may to. Survive in the market Tomaximize their profits Market share maximization Market leadership Wellthe pricing objective of our company in the beginning would be to capturemass amount of market share because if we manage to do so thenautomatically with the passage of time we can become the market leadersand can maximize our profits. Estimating cost: This is the most importantstep in pricing, and is a combination of fixed cost and variablecost. Total cost =fixed cost +variable cost Fixed cost: This is the onetime cost and will only be extended when we are to extend the business.It includes the cost of machinery, land, and setting up of infrastructureetc… Variable cost: This includes the cost on monthly and daily basislike raw material, labor, printing, utility bills, printing, promotionalbudget etc … Analyzing the competitors price: Another important phase inpricing of the product is to determine the competitorřs price we can setthe price either close to competitor, higher than the competitor or lowerthan the competitor. As our main objective is to introduce a qualityproduct with lower price so we can set the price close to our biggestcompetitor that will be the market leader. Selecting the pricingmethod: Pricing can be of two types. 1) Cost oriented pricing 2)Retrograde pricing We will go for retrograde pricing because there are alot of alternatives available and competitors are also there in themarket. We have to establish our selves in the market so it will bebetter to set the market price and then analyze it whether it is suitableor not after taking out the profit margin. PLACE: Determining theplace is very important process because it is the distribution channel,and the role of distribution channel is to take the product to its targetmarket. Company decides how, when, how much quantity and where to placethe product so that it is easily accessible to the customers. Our target
  13. 13. is to sell our product in almost all the big cities of Pakistan, but wewill take start from Karachi. Distribution Channel Role of DistributionChannel: Middleman is of lot of concern for the distribution of ourproduct. Middle man involvement is necessary for our product because ourproduct is not that kind of in which we direct contact with end user, sothatřs why we need the role of middle man which specifies the role of ourdistribution channel. Type of Distribution Channel: Our product is aconsumer good. So our distribution chain is: ProducerWholesaler Retailers End user/Consumer Thisdistribution chain will be for Karachi. In Karachi those wholesalers willbe selected who deal with the major markets and big stores of all theparts of Karachi. Producer AgentsWholesaler Retailers Consumer Thisdistribution chain will be used only in Karachi. Sold through smallretailer. Many unregistered distributor. Distributors are given 15%commission by the NFL. Intensity of Distribution Channel: We can saythat intensity of our distribution channel will be selective, so that wecan spread our product throughout Karachi. Because our goal is to capturethe maximum share of market. Promotion Activities : Promotion is toinform, persuade and remind a market of a product an organization isselling in a hope to influence customer feelings and buying behavior. Byadopting the promotional method we want to inform the market about ournew product, with the hope that it will influence the customer feelingsand buying behavior. Promotional activities are increased duringRamzan, Winters (wedding season) and Moharram since more Ghee isconsumed during these months. Visibility Marketing : Display Akas DesiGhee On Front of Shops , So that consunmer mind can be easily divert toour product. Media marketing: Promotion messages : Pure rich NiralaDesi Ghee adds enriching taste to your food. Just a dash of Nirala DesiGhee will bring alive the desi serving of your crispy parathas orsmooth sarson ka saag. Delicious mouth watering parathas and othertraditional dishes with an irresistible fragrance of Nirala desi ghee isa reflection of the lifestyles of our quality conscious consumers.4) Push Strategy: For an effective push strategy wholesalers andretailers will be advised to increase the sale of our product. For thispurpose we will offer them different incentives and good profit marginsso that they convince their customers to buy our products. 5) PullStrategy: Through advertisement on different Medias and promotionalcampaigns we will make an image in the minds of end user about ourproduct. Because we are launching a new product in the market and thereare number of competitors in the market, so emphasis is to capture themaximum market share. We will concentrate on our pull strategy so that wecan make leader in the market of this kind of product. DistributionChannels Sold through small retailer. Premier distributor inKarachi Many unregistered distributor. Distributors are given 15%commission by the NFL. Unique selling point ŖThe origin of eathealthy think betterŗ PRODUCT CHARACTERISTICS: Packaging- Boxcover in Dark Red Position- Ŗ for growing children and people who wantgood healthŗ Composition- all natural ingredients Value addition-ŖVitamin A D Ŗ Available Size- ½ Kg, 1 Kg, 10 Kg 16 Kgs KEYPRODUCT CHARACTERISTICS All purpose cooking fat ; widely usedin Pakistan, Middle East SE Asia Granular or grainy texture ; requiredextent of Graininess dependent on geographical location Degree of oilseparation Large scale production requirements :- Simulation of
  14. 14. traditional methods Control of quality Health nutrition aspects PRODUCT DEVELOPMENT CRITERIA Source of the anhydrous milkfat Control of the degree of graininess Grain size Number ofgrains Degree of oiling-off Post-production storage regime Flavor aromacharacteristics SHAPE * MERGEFORMAT SHAPE *MERGEFORMAT SHAPE * MERGEFORMAT Business Objective Diversify in new consumers product areas-Ghee Industry. Target marketshare-5% Initial foray into urban ghee sector and subsequently ruralsector. Create health care awareness to the consumer with a value addedproduct. Usage likely to continue to decline due to :- Highercost Health implications Development of Řhealthierř versions Blends ofAMF and vegetable oils Packaging improvements FUTURE TRENDS Futureexpansion based on market response and acquisition. Launchcapability/sizing can be based on the geographic region. We can alsopromote night in different size and regular in different size so as notto eat our own market share in the size available. WayForward  Z [ e ¿ À ®
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