The marketing plan summarizes The Glimmerz Limited's strategy to launch a new juice product called "Refresh" in Lahore, Pakistan. It includes an executive summary of the plan, situation analysis of the market, objectives to gain market share and increase profits, and tactical programs for product, promotion, pricing and distribution. The plan involves advertising on TV, print media, billboards and distributing product samples to introduce Refresh and target various customer segments in Lahore. It establishes a budget and timeline for implementation from May to August 2010.

1. THE GLIMMERZ LIMITEDREFRESH JUICE“THE TASTE YOU DESIRE”2010RANA IMRANCEO4/30/2010<br /> SUPERIOR UNIVERSITY LAHORE<br />Project Name: Marketing Plan for new product launch<br />Presented To: Sir Kashif Mahmood<br />Group Name : The Stallionz<br />Leader Name & Id: Imran Shoukat MBP 11081<br />Members Name & Id: Muhammad Arslan Dilawar MBP 11047<br />Abuzer Shabbir MBP 11014<br />Hassan Raza MBP 11082<br />Muhammad Kashif Munir MBP 11026<br />Company Name: The Glimmers Limited.<br />Company Logo: <br /> <br />Product Name: <br /> <br />Contents of Marketing Plan<br />Part 1: Executive Summary<br />Part 2: Purpose and Mission <br />Part 3: Situational Analysis <br />Product, Market Analysis

2. Distribution Analysis

3. Competitor Analysis

4. Financial Analysis

5. Other Analysis Part 4: Strategy and Objectives <br />Marketing Strategy <br />Marketing Objectives <br />Part 5: Tactical Programs <br />Markets <br />Product <br />Promotion <br />Distribution <br />Pricing <br />Others <br />Part 6: Budgets, Performance Analysis, Implementation <br />Budgeting and Analysis

6. Implementation Part 7: Additional Considerations <br />Executive Summary<br />This report explains the marketing plan for launching a fresh Juice named “Refresh”. This product has been made by the Glimmers Limited. And it is approved from the Ministry of health. In the very beginning of the report we have explained the mission and vision of the Glimmers and then we have further carried out our. It will be introduced in the market with the help of various promotional displays, advertisement and distribution of free samples to the general public and financial institution.<br />This report examines that this product is initially launching in Lahore’s domestic market. The study included both primary and secondary research. The primary study focused on a survey of the competitors and the likings and disliking of people. Through this strategy company can penetrate more into the market and can attract the bulk of customers.<br />For this purpose we have conducted SWOT analysis of the company to see the company’s strengths, weaknesses, opportunities and threats. Then we have explained the purposes, benefits and objectives of our product.<br />Then we have made a marketing mix strategy for our product. We have divided market into different segments and decided to target the kids, youngster mature and old age person.<br />We have also paid special attention to the packaging, color and price of the product. We have decided to place the product in all the markets of Punjab especially in the canteens of colleges and universities. <br />We will promote our product through electronic media, print media, cable, and outdoor sources. We shall also conducted a market survey in future to know the opinion of public about our product and developed our product accordingly.<br />Introduction to the Glimmers Limited<br />Company’s Vision Statement:<br /> “Be the global leader in customer value”.<br />Company’s Mission Statement:<br />“To set world class standards in the Juice industry through providing a diverse range of high quality Juice products that are prepared in accordance with Islamic principles striving to satisfy consumers tastes and needs and serving the Society”<br />The Glimmer’s Business in Lahore<br />The Glimmers will commence its operation in Lahore from October 2010. The factory facility has been founded on a 20 canal area of land in the Industrial area, Ferozepur Road Lahore.<br />The factory is expected to match the demand of our products. We have ensured the installation of modern, sophisticated and efficient equipment, conforming to the very latest standards of \"
Goods Manufacturing Practices\"
.<br />Introduction to Refresh<br />People started too perished under the scorching heat of summer in our country. They need an energy drink to refresh themselves. Refresh is a fresh juice product. It provides energy and keeps people fresh when they are felt weak or tired from doing a lot of work.<br />It contains vitamins and proteins which is a useful energy source. Vitamins give freshness and proteins are the energy cells that recharge the human body so that they work at their maximum.<br />The students, employees and workers become tired due to the work burden and sunlight which make them feel loose. They need an energy drink that makes them re-energize so they may be able to perform better again and feel refresh.<br /> Slogan:<br />“The taste u desire”<br /> <br />Ingredients are:<br />Mango, Apple, Pineapple, Orange Pulp & Mixed.

7. Sugar

8. Citric Acid

9. Stabilizer

10. Ascorbic Acid

11. Preservative

12. Artificial Flavor

13. Beta Caroten Objectives:<br /> <br />To increase 25% market share

14. To increase the length of product line i.e. ( Five )

15. To increase profits

16. To satisfy the customers better

17. To face strong competitors and <br /> <br /> Current Market Situation<br />Refresh is a fresh juice product that is going to introduce in the Lahore domestic market. We are focusing to all levels of generation. The kids, youths, mature and olds and overall families<br />The prices of the refresh are moderate, because it is for everyone in the society. <br />Market Demographics:<br />The customer of the Refresh consists of following:<br />Geographic’s:<br />The refresh geographic target area is currently Lahore. We are supplying our product to all area of the Lahore. We have further divided the areas of Lahore into 4 zones.<br />A zone includes Gulberg, M.M Alam road, Defence

18. B zone includes upper Mall, Wahdat road, model town

19. C zone includes lower mall, Allama Iqbal Town, Sabzazar Scheme

20. D zone includes Multan road , Sakeem mor, Allama Iqbal town b.Demographics:<br />There is an almost equal ratio between male and female and also kids.<br /> We are focusing:<br />Kids

21. Youngsters

22. Mature

23. Old age personsOur Competitors<br />The Refresh is currently facing a very competitive environment. Because the competitors of the Refresh are:-<br />Shezan<br />Country<br />Nestle<br />Sunfresh<br />Benz <br />Product Review:<br /> <br /> The Refresh is available in 250ml size and available in different Flavors like:<br />Mango<br />Apple<br />Pineapple<br />Orange<br />Mix-fruit<br />.<br />Competitive Review<br />“Refresh” Competitors:<br />The competitors of “Refresh” juice are more than 10. NESTLE & SHEZAN is leading market right now and other companies are far away from it. NESTLE & SHEZAN has loyal customers over the years because it is very old company and customers are aware of its merits & demerits. The company’s first purpose is to compete NESTLE and other juices which have large market share.<br />The main competitors are & <br />Product:<br /> Shezan juice is a product by Shezan International Ltd.<br />Qualities of Shezan:<br />High availability

24. Large range of flavors

25. Standardized and attractive packing

26. Large promotion and market coverage

27. Available in Various weights packing.Price:<br /> Minimum price of juice is 12 R.s <br />Place:<br />Shezan has a large market share in Pakistan.<br />Sales:<br /> Sales 2009 2,728,709,000(Year Ending Jan 2010).<br />Promotion:<br />They promote this product through <br />Electronic media

28. Print Media

29. FM Radio stations

30. Wall Chalking Product:<br /> Nestle beverages is a product by Nestle International.<br />Qualities of Nestle:<br />Large promotion and market coverage

31. Large range of flavors