This document summarizes a group project for developing and marketing a sugar free ketchup product called FABZ Sugar Free Ketchup. It outlines the product details including ingredients, packaging, pricing, target market, promotion and distribution strategies. The target market is diabetics and health conscious individuals in Pakistan. The product will initially launch in grocery stores in Lahore and expand to restaurants. Promotion strategies include advertising, samples and social media. Expenses and competition are also discussed. The conclusion is that the product will be successful due to high demand for low calorie ketchup.

1. Introduction to business
Final project
Sugar free ketchup
Submitted To: Prof. Umer Rana
Submitted By: MUHAMMAD BILAL
L1F11BBAM2009
FAIZAN ALI
L1F11BBA0010
ZAIN ALI SHAH
L1F11BBA2031
ASIM BIN QAYYUM
L1F11BBAM2045
Section: A

2. SUGAR FREE
KETCHUP

3. Introduction:
The FABZ Sugar free ketchup is 100% sugar
free and will more delicious as compared to
other regular ketchup.
Why we choose this product?
We choose this product dubbed as sugar free ketchup
because as the usage of ketchup is so much now a days
for people even if they are surrounded by big diseases
like diabetes, still they love to use ketchup for good
taste, without even caring of their health.
Mission Statement:
To develop the taste for the people who are away from
taste.

4. Ingredients and Properties:
Sugar free diet ketchup is the best ketchup you have ever
tasted. It is made with great tasting healthful natural
sweetener called Xylitol is a 5- carbon Sugar that is ideal for
diabetics and those concerned about sugar intake. Unlike
sugar, Xylitol has a very low glycemic index, and has fewer
calories and is good for your teeth. The most flavourful sugar
free diet product ever is our product FABZ sugars free
Ketchup.
Product Features
Calorie Free
Carbohydrate Free
Cholesterol Free
Fat free
Gluten Free
Sugar Free
Kosher Certify
Guaranteed delicious!

5. PLACEMENT:
Target:
Our company is launching Sugar Free Ketchup first time in
Pakistan that is specially for people who suffer from diabetes
our main target is DIABETIC patient and those peoples who
are fat conscious but this ketchup is used by all kind of
people whether they are diabetic or not, We all love burgers
or French fries and onion rings – you name it, ketchup is good
on everything. Unfortunately that great taste comes with lots
of calories. But our Ketchup is 100% Sugar free. This means
everyone can enjoy all these winter barbeques and actually
introduce something healthy to the meal.

6. Overview of Target Market:
Currently in Pakistan, over 8.8 million people are
suffering from diabetes. A survey estimates that the
figure is likely to touch 14.3 million by 2025 . As shown
below in Pie Chart.

7. Availability of the Product:
Initially this product from FABZ Food Industries will be
introduced only in the big food market of Lahore.
Most of the people can buy FABZ Ketchup from local stores.
But organized sector is booming and according to our survey
38% people buy Ketchup from Retail Stores. Hence we should
increase the visibility of the product in Retail Stores and the
Company will also deliver FABZ Sugar Free ketchup directly to
the big whole sale outlets like Hyper Star, Macro and Metro.
FABZ Food Industries has a good distribution channel along
with a good marketing intermediaries are already there so it
would reduce the cost of warehousing, inventory
management and delivering FABZ Sugar Free ketchup to the
retail outlets and to the Merchants and the company would
experience the economies of scale and the fixed cost of
transportation would be reduced and would also lead to a
better market coverage with more distribution centres. This
Ketchup will also be available in all Fast Foods Restaurants
like KFS, MC Donalds, Nandos, Hardees etc.

8. PROMOTION:
FABZ Food Industries will use different types of advertisement
plans for the launch and to promote their new exiting and
delicious tasty Product
Broachers
Bill Boards
Free Sample Stalls
Print Media (news papers, magazines)
Electronic Media (television commercial, fm radio)
Web Marketing
Social Networking:
Face book
Creating a community on face book
Creating a Fan page on face book
twitter
Creating an active account on a micro-blogging site such
as twitter, where regular tweets on product and event updates
will ensure interactivity
Followers will be encouraged to tweet their suggestions
on new flavors.

9. PRICE:
Price sometimes refers to the quantity of
payment requested by a seller of goods or services.
Therefore the prices of fabz Sugar free ketchup are different
and kept according to their sizes.
Fabz sugar free ketchup is available in five different sizes.
Packing Price (Rs)
10 gm 4
150 gm 40
300 gm 70
500 gm 100
1 kg 180

10. Expenses
Machinery
70, 000,00
Raw material
20, 000, 00
Packing material
10, 000, 00
Wages
10, 000, 00
Advertisement and promotion expenses
Commercial
150,000
Broachers
30,000

11. Bill Boards
150,000
Free Sample Stalls
300,000
Print Media (news papers, magazines)
200,000
Electronic Media (television commercial, fm radio)
15,000,00
Our total expenses
13330000

12. SWOT
Strength
Strong Brand name:
fabz Sugar free ketchup is a new product of fabz and
company holds renowned name in market.
Good advertising:
Innovative advertisement is promoting the product to
catch the attention of public.
Good distribution in all general and retail stores in
Lahore.
Weakness
Storage issues:
Currently we have less storage houses moreover some
are being constructed and will be available next year.

13. Threats
Threat from existing brands and local competitors
Existing brands of ketchup in Pakistan are:
1) National tomato ketchup
2) Shangri-La tomato ketchup
3) Mitchells tomato ketchup
4) Shezan tomato ketchup
5) Knoor tomato ketchup
6) Ahmed tomato ketchup
7) Nauras tomato ketchup
8) Tops tomato ketchup
9) Dawn tomato ketchup
10)Quarshi tomato ketchup
fabz Sugar free ketchup can be the rented if the existing
brands of Pakistan will start manufacturing Sugar free
Ketchup. So the Company will have to face the competition.

14. Final Conclusion:
As per the above mentioned details of the product,
fabz Sugar free ketchup will boom in the market after
its launch. As there is no difference in the taste and it
has the taste of regular ketchup but with low calories.
We are expecting its high demand in the market. We
hope all age groups will appreciate it.