This document outlines the project plan for launching a spring mineral water brand in Lahore, Pakistan. The key activities include market research, developing marketing, distribution, and promotional plans, establishing budgets, signing transportation agreements, and hiring necessary staff. The overall objectives are to expand the brand's market share and increase profits by tapping into the large customer base in Lahore. Success will rely on ensuring availability, high promotion, and maintaining water quality standards.

1. PROJECT MANAGEMENT
LAUNCHING SPRING
MINERAL WATER IN
LAHORE

2. PROJECT STAKEHOLDERS LIST
TITLE OF PROJECT: LAUNCHING SPRING MINERAL WATER IN LAHORE
PROJECT NUMBER: 01 PROJECT MANAGER: FAISAL FAIZ
LINE
CODE S TAKE HOLDER NAM E TEL NO. INT EX T HIGH M EDIM LOW
NO.
1 01 Customers  
2 02 Sponsor  
3 03 Banks  
4 04 Employees  
5 05 Market Managers  
6 06 Competitors  
7 07 Sales Force  
8 08 Vendors  
9 09 Advertising Agencies  
9 09 Transportation company  
10 010 Pakistan Standard Development Center  
11 011 Central Board of Revenue  
12 012 Afzal Ali (CEO)  

3. BACKGROUND
 The company is located in Peshawar and operating in
the region of Peshawar. The company was established
in 1999 and acquired by the present management in
2005. They are offering the product SPRING PURE
WATER which is available in size of 600 ml, 1.5
liters, and 20 liters. They have their own distribution
channels. They are distributing their product by
themselves. Initially they target the Peshawar
market. Now they want to expand their business in
outside their base market. The plant capacity is about
200 bottles per day. As the water of BARA valley is
famous in whole the world, it was exported to United
Kingdom royal families and also in France. As the
water is naturally so pure, therefore they are
advertising and promoting to their product by its
natural fulfillment of minerals.

4. OVERALL OBJECTIVES
 The main object of this project is to make a
marketing plan of expansion for spring mineral
water by launching in Lahore due to the volume
of the market and the need of the customer by
providing them a quality mineral water
according to the standard water required for life
in a reasonable price and in approach of every
one by making sure the availability in every
outlet.

5. DELIVERABLES
 1. Market Plan
 2. Distribution planning
 3. Transportation agreement
 4. Hiring and selection

6. BENEFITS
 1. Increase in market share
 2. Wider geographical coverage
 3. Increase in no. of customers
 4. Business growth
 5. Increase in assets

7. STRATEGY/APPROACH
Our expansion decision is based on our marketing
strategy of increasing our customer base. Other
bottled water companies are grabbing this huge
opportunity of targeting the psychographic,
demographic and benefits sought segments of Lahore
region. As we are in the business of bottled water
which is a consumer product no big effort in decision
making is required by the customers so push strategy
is the strategy which will work in our better
distribution to ensure availability elsewhere in
Lahore. The market of bottled water is very
fragmented so we have to choose long channel length.
We ensure the availability by using trade promotions
because we have no distribution channel still in
Lahore so we have do retain distribution outlets etc.

8. RESOURCE / SKILLS REQUIRED
 Market training officer.
 Marketing manager
 Business Advisor
 Sales forces
 Inventory controlling staff

9. Objective Performance Measure Success Factor
Expansion • Span of Time (3-4) Months • Market survey
• Opportunities in market • Availability of brand to any
• Profit will increase outlet.
Recognition of Brand • Brand Equity • High Promotion
• High Advertisement
Provide Quality Water • Standards Approved by • Satisfaction of Customer
Laboratories.
Capture the Gap or demand in • 10-15% share of market • Acquire un-sort market like
the market village sites.
Bigger Cash flow • 10% increase in operating • Cash transactions
cash flow

14. KAY ACTIVITIES
Planning Establish Launch Amendment in Market
Budget memorandum Research
Price planning Distribution Product Promotional
planning planning plan
Transportation Hiring and Final review
agreement selection

15. ACTIVITIES WITH PREDECESSOR
Task Name Predecessor
A Planning --
B Establish Launch Budget A
C Amendment in Memorandum A
D Market Research A
E Product Planning D
F Price Plan B,D,E
G Distribution Plan D
H Promotion Plan D,E
I Transportation Agreement G
J Hiring & Selection G

16. LOGIC DIAGRAM

17. Work Breakdown Structure
Planning Establish Launch Amendment in Market Research Marketing Plan Transportation Hiring & Selection
Budget Memorandum Agreement
Identify the Analysis of Directors Customers Tender Job
launch team Fund
Requirements meeting Analysis Advertisem Analysis
Product Price Distributio Promotion ent
Planning planning n Planning Planning
Defining Preparatio Alteration in Competitor Alternative Job
Objectives n of report memorandu s Analysis Assessment Description
m
Defining
Defining Acquiring Submission to Identificatio Channel of Selection & Job
Launching Registrar and n of Markets distribution Agreement
funds Specificatio
Goals new
registration Cost n
Selection of
Allocate to Analysis Warehouses Job
proposed Advertiseme
Review of
areas nt
Customers
Analysis of Offices Set analysis
Product Market Recruitme
up
Description Trend Develop preliminary nt
Overhead campaign concepts
Contract with
Packaging Estimation retailers, Selection
offices, Establish campaign
institutions, opportunities
Decision Horeca
Certification Route
from PCRWR
Approval Training
Design
Funds
Estimation
Approval from Inventory
Top s
manageme
Management
nt Contract with
Advertising
Need Company
Assessment of
vehicles
Acquiring
vehicles
Need
assessment of
employees

18. PERT