This document provides a situational analysis and marketing plan for Fresher Juice, a new product launched by Al-Hilal Industries in Pakistan. It discusses the company and product background, current products, target market, competitors, and external forces. The marketing strategy focuses on customer value, market segmentation, targeting, and positioning. Objectives are to maintain steady growth, attract new long-term customers, and achieve market stability through promotional activities. Distribution will occur in major cities through a channel of distributors, wholesalers and retailers.
Final Report of Gourmet:
Gourmet Foods is Pakistan's largest retail chain of food products with headquarters in Lahore, Pakistan.[2] It has seven processing units across the country and over 100 stores in Lahore.[2] The company was founded by Muhammad Nawaz Chatha in 1987. It has outlets in Islamabad, Rawalpindi, Lahore, Multan, Faisalabad, Gujranwala, Gujrat, Jalalpur Jattan, Sheikhupura, Shahdara Bagh(A tehsil of Sheikhupura). It also has international outlets in London in the United Kingdom
Gourmet produces traditional sweets, snacks, cakes, pastries, doughnuts, biscuits, general confectioneries, bread, several bakery goods, milk plus other dairy products, high quality certified drinking water and the largest range of beverages (17 flavors). Pizzas and fast food are other items prepared by Gourmet on regular basis.
This a presentation made on case study of Mc Donald's by Aswin Shankharan (myself) of VIT vellore during my marketing management internship under prof Sameer mathur of IIM lucknow on winter 2017.
Final Report of Gourmet:
Gourmet Foods is Pakistan's largest retail chain of food products with headquarters in Lahore, Pakistan.[2] It has seven processing units across the country and over 100 stores in Lahore.[2] The company was founded by Muhammad Nawaz Chatha in 1987. It has outlets in Islamabad, Rawalpindi, Lahore, Multan, Faisalabad, Gujranwala, Gujrat, Jalalpur Jattan, Sheikhupura, Shahdara Bagh(A tehsil of Sheikhupura). It also has international outlets in London in the United Kingdom
Gourmet produces traditional sweets, snacks, cakes, pastries, doughnuts, biscuits, general confectioneries, bread, several bakery goods, milk plus other dairy products, high quality certified drinking water and the largest range of beverages (17 flavors). Pizzas and fast food are other items prepared by Gourmet on regular basis.
This a presentation made on case study of Mc Donald's by Aswin Shankharan (myself) of VIT vellore during my marketing management internship under prof Sameer mathur of IIM lucknow on winter 2017.
A new product development for the brand Pepsico is created in order to create a product which is more healthier than the current product range of snacks & other eateries of Pepsico.
Presentation on "Advertising Plan of Nestle Milkpack Re-Launch" by Dr.Syed Ahmed Owais, Shahzad Naseem & Zaheer to Sir.Shahzeb Abbasi in Advertising class given at Hamdard University City Campus, (HIMS).
References:
Advertising Principles & Practice, 7 th edition, Wells, Moriarty, Burnet.
Websites of Nestle, Olpers and Goodmilk.
In this report you can study about Marketing Mix Nestle Company
We are covering the following topics:
Nestlé’s History, Shape of the Nestlé Logo, NESTLÉ – An Introduction, Mission Statement, Vision and Values, NESTLÉ TODAY, Major Competitors, BCG Growth Matrix, Product Life Cycle, Our progress, The Nestlé Policy on Environmental Sustainability, Nestlé Environmental Management System, Product life-cycle approach, Nestlé – Four “Ps”, Products, Variety, Quality, Packaging,, Services & Brand name, Price, Industry overview and performance in FY09, Financial performance (FY04-10), Profitability, Liquidity, Asset management, Debt management, Market ratios, Future outlook, Place, Distribution Channel, Coverage, Inventory, Logistics, Promotion, Modes of advertising, Direct Mail/SMS to Users, Outdoor Advertisement, Transit Advertising, Segmentation, Targeting and Positioning Of Nestlé, Market Strategies, Marketing Strategy of Nestlé in Pakistan, Market Segmentation, Target Marketing, Differentiation, SWOT Analysis, Strengths, Weaknesses, Opportunities, Threats, PEST Analysis, Political analysis, Economical Environment, Social analysis, Technological, General Recommendations by the Public, Conclusion
Product management - Launching ProductsNadav Benedek
What are the things you should consider when you launch a product?
What are the considerations? What questions you should ask yourself? How would you design the launch?
A new product development for the brand Pepsico is created in order to create a product which is more healthier than the current product range of snacks & other eateries of Pepsico.
Presentation on "Advertising Plan of Nestle Milkpack Re-Launch" by Dr.Syed Ahmed Owais, Shahzad Naseem & Zaheer to Sir.Shahzeb Abbasi in Advertising class given at Hamdard University City Campus, (HIMS).
References:
Advertising Principles & Practice, 7 th edition, Wells, Moriarty, Burnet.
Websites of Nestle, Olpers and Goodmilk.
In this report you can study about Marketing Mix Nestle Company
We are covering the following topics:
Nestlé’s History, Shape of the Nestlé Logo, NESTLÉ – An Introduction, Mission Statement, Vision and Values, NESTLÉ TODAY, Major Competitors, BCG Growth Matrix, Product Life Cycle, Our progress, The Nestlé Policy on Environmental Sustainability, Nestlé Environmental Management System, Product life-cycle approach, Nestlé – Four “Ps”, Products, Variety, Quality, Packaging,, Services & Brand name, Price, Industry overview and performance in FY09, Financial performance (FY04-10), Profitability, Liquidity, Asset management, Debt management, Market ratios, Future outlook, Place, Distribution Channel, Coverage, Inventory, Logistics, Promotion, Modes of advertising, Direct Mail/SMS to Users, Outdoor Advertisement, Transit Advertising, Segmentation, Targeting and Positioning Of Nestlé, Market Strategies, Marketing Strategy of Nestlé in Pakistan, Market Segmentation, Target Marketing, Differentiation, SWOT Analysis, Strengths, Weaknesses, Opportunities, Threats, PEST Analysis, Political analysis, Economical Environment, Social analysis, Technological, General Recommendations by the Public, Conclusion
Product management - Launching ProductsNadav Benedek
What are the things you should consider when you launch a product?
What are the considerations? What questions you should ask yourself? How would you design the launch?
Launching a new product in a distribution companyAmin Sameni
It's a brief introduction to launch a new product in distribution companies.
To learn more or for any further information you could contact me via my e-mail; aminsameni[at]yahoo[dot]com
This is Prateek Mishra from Ramaiah institute of management studies, Bangalore and the following presentation gives an overview of launch of a hypothetical product into the market.
principle of marketing "Bara sAft" JUICE projectchfahdi
This report explains the marketing plan for launching a fresh juice named Bara Saft. I have tried my best to come up to your mark by providing unique idea and elegant presentation
12Business Name Fruitfit CompanyThe name of.docxdrennanmicah
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Business Name: Fruitfit Company
The name of the company has been inspired by the core objectives that the business has to the customers. As the company is committed to providing healthy drinks which will serve as an alternative to commercialized high sugar beverages on the market. The company will provide non-alcoholic beverages based on fruits, herbs, and vegetables. Fruits will, however, make up the largest part of the business raw materials. The use of quality fruits to make healthy drinks has therefore inspired the name Fruitfit as the business name.
Mission Statement
Fruitfit Company is committed to providing healthy and achieve the highest level of satisfaction from our customers and build customer confidence in our products. At Fruitfit, we believe that what you put in your body matters a lot.
This mission statement is based on the mandate that the company has to its customers. Through the providing healthy beverages, the company will ensure that its customer's health matters concerns are taken care of. The responsibilities of the business are inspired by the recognition of living a healthy life by controlling what we consume.
Industry Trends
The global non-alcoholic beverage industry is estimated to be USD 967 billion. This is according to 2016 estimates done by market research studies. The industry is also expected to grow at an estimated rate of 5.7% through 2017-2025. This makes it a desirable business to venture into. In Thailand, the non-alcoholic beverage industry can be divided into the sectors of carbonated drinks, bottled water, fruit and vegetable drinks, performance drinks, energy drinks, and smoothies. The company will primarily operate in the fruit and vegetable drinks. This is especially a good time for the business as changes in the market have indicated that customers are shifting from carbonated drinks to healthy drinks (Helms & Nixon, 2010). As a result, the categories of drinks which offer health benefits to the customers are experiencing constant growth rates over time.
Strategic Position
In the order to properly position the company effectively in the market, the company will adopt a value-based positioning strategy. The company is committed to providing healthy drinks to customers. This comes at a time when the global market is becoming more conscious of the importance of healthy living. Fruitfit Company aims to provide healthy drinks which have been produced using quality raw materials. The company sources are raw materials from the local farmers whereby they are able to get the highest quality fruits and vegetables.
Distribution channels
As the company will be operating in an industry which has stiff competition, it will be necessary to ensure that the products of the company are brought as close to the customers as possible. As a result, the company will adopt a well-networked distribution channel which will ensure coverage of a wide geographical area. The company will have a central point of.
“SWIFT” is a soft drinks manufacturer company that heading into its fourth year of operation and produces mango juice, apple juice, blackberry juice, date juice etc. All of the items mentioned successfully running and continued to future profitability. To give them customer a new juice taste depending on marketing research information of the customer, we are going to launch a new favorite soft drink named “SWIFT Sugarcane Juice”.
Running head HUDSON VALLEY SWEET CIDER CORPORATION BUSINESS PLA.docxcowinhelen
Running head: HUDSON VALLEY SWEET CIDER CORPORATION BUSINESS PLAN
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HUDSON VALLEY SWEET CIDER CORPORATION BUSINESS PLAN
2
Hudson Valley Sweet Cider Corporation Business plan
Stanley Pierre-Charles
Professor Prakash Menon
Strategic Management
8/28/2016
Company Description
Company Name
The Hudson Valley Sweet Cider Corporation will be the name of the company, which will specialize in the production of sweet cider. Sweet cider also commonly referred to as apple cider is an unsweetened nonalcoholic beverage common in the United States and parts of Canada made from apples. The name Hudson Valley Sweet Cider Corporation is derived from the name of location from where most apples used in the production are sourced. New York State is the leading producer of apples in the United States. Production is concentrated in six areas namely, Eastern and Western Hudson Valley, Champlain Valley, Central, Lake Country and Niagara Frontier.
The Hudson Valley region has a long history of wine making and cultivation of grapes dating from 1677 (New York Apples). As a result there are many wineries located in the area. Wine tasting tours and wine festivals and other related events are common and for this reason, the name will attract many wine lovers who associate Hudson Valley with good wine. The company will also benefit from publicity by showcasing its products at these events.
Mission Statement
To provide safe and affordable sweet cider to millions of people in North American cities and beyond to unleash the health benefits of apple cider and in the process support apple growing in upstate New York. The company will supply high quality products at moderate prices to support a profit for the company and the farmers in the supply chain and creates hundreds of quality jobs across the entire value chain. I want my company to provide a healthy beverage for a happy and healthy society. This mission is to ensure that the company has remained focused in the production of quality beverage. The mission statement also indicates that it is aimed to make sure that the society is composed of healthy people who consume healthy drinks. When the society has healthy people, it means that they will be able to be productive, and their lives will be enjoyable, and they will live happily (Olson, Lopez, 2009).
The mission statement also shows that the company is taking into consideration the wellbeing of the society and its customers. The company has demonstrated that it is customer centered meaning that its activities will be focused and ensuring the welfare of the clients and their satisfaction has been achieved. The mission statement is therefore paramount for the company. If the company follows and honors its mission statement, it will be able to meet its goals and objectives.
Reasons for Choosing This Beverage
The choice was made after critical consideration of the environment and the population in the market. The demand for non-alcoholic beverages which are ...
Having a plan is crucial for business success, especially when establishing a new business. Writing a business plan helps outline the direction where the company is going, how the company will achieve its goals, and provides a method to measure the company‟s pursuit of these goals. Business plans can also help the entrepreneur(s) communicate to possible investors; authorities whom may need to approve of or regulate the business, interested co-founders, and future employees. The business plan should include a description of the service or product, market analysis, the short and long term goals of the business, and competitor analysis.
Running Head MARKETING PLAN AND SALES STRATEGY1MARKETING PLA.docxcowinhelen
Running Head: MARKETING PLAN AND SALES STRATEGY 1
MARKETING PLAN AND SALES STRATEGY 3
Marketing Plan and Sales Strategy
Company’s Target Market
The target market for Fruitfit Company that is located in the city of Samut Prakan, Thailand, consists of both the youths and the aged population. The age bracket of the targeted population is between 24 to 70 years of age. The fruits and vegetable beverages target the age group that is cautious of their health regarding harmful chemicals in soft drinks. The herbs contained in the beverages of Fruitfit Company are also regarded for medicinal purposes. The product of the company does not target any specific demographic groups in terms of education, income, or ethnic group. However, the 24-70 age groups are the primary target of the company since the youths and the adults are the majority of the city while the herbal content of the beverages targets the aged population. As per the age structure of Thailand, the 25-54 age group accounts for 46.32% of the total population of the nation (The World Factbook., n.d). The company is located in the central part of the city, which has an average population of 388,920 individuals. The targeted individuals in the city are people who consider natural products that are free of chemicals. Their taste is in line with the mission of the company, which is aimed at providing the fruit and vegetable beverages that are natural and free of harmful chemicals.
Company’s Market Competition
The marketing strategy that is deployed by Fruitfit Company to obtain the competitive advantage is through differentiation (Sherlekar, Prasad & Victor, 2010). It is achieved through the production of the organic beverage rather than the commercial ones. Considering that stable companies that manufacture non-alcoholic beverages are a vital threat in competing for the market, the organization decided to venture into the manufacture of the fruits and vegetable beverages and integrated with herbs. The approach is appropriate to attain the competitive advantage since there is global awareness regarding harmful chemicals that exist in the commercial drinks. Citizens are moving away from the commercial drinks since their chemical content is posing a harmful risk to their health. The global awareness of such risks has given Fruitfit Company the competitive advantage since people prefer taking their products. In addition, Fruitfit Company has numerous outlets within the city and across the nation that deliver the beverage close to the clients which will ease access by the buyers.
The organization also chose fruits and vegetables as ingredients in its beverage since they are readily available from the farmers and are less expensive. Competition is the major challenge in the non-alcoholic beverage industry, which prompts each company producing such beverages to obtain differentiated approaches to obtain the competitive advantage. Therefore, Fruitfit Company took the approach of producing the or ...
Running Head COMPANY ANALYSIS1COMPANY ANALYSIS 7.docxsusanschei
Running Head: COMPANY ANALYSIS 1
COMPANY ANALYSIS 7
Company Description and SWOT Analysis
Q #1
The McDonald Brothers is a NAB firm that provides frozen drinks including desserts, soft drinks, and milkshakes, manufactured from the fresh raw materials from the local farmers. The company can produce its beverages from a mixture of different flavors of fruits.
Q #2
The McDonald Brothers is a firm that supports and encourages lifestyles with by producing tasty and healthy beverages from fresh ingredients. The company’s mission is to enhance diets through the creation of flavorsome beverages that is made up of tasty and healthy raw materials such as milk, fresh fruits, juices, and vegetables. Through making of frozen beverages with nutrients from varieties of ingredients, the company ensures a nourishing and balanced diet for the consumers. The firm is aimed at using ingredients from the local farmers to enhance our social responsibility and also to support the activities of the local farmers. We are also focused on becoming a regionally known firm that capitalizes on the individual and families’ interests by making beverages as per the taste and preferences of the consumers. The company is at startup stage.
Q #3
Trend
The use of non-alcoholic beverages has tremendously increased in the country in the last few decades. This is because the population has shown a lot of concerns about their health. Most of the Americans have turned to be very sensitive to the needs of their health. They are also aware of the dangers of alcohol in the body. The majority of Americans have changed their consumption habits whereby they skip meals, and they only depend on snacks as perfect substitutes. Vigorous campaigns against alcohol have been held across the globe by various organizations, and this has enhanced the production of non-alcoholic beverages due to constant switching demands of the population. The McDonalds drink will, therefore, help the consumers as it is hangover free and the drivers can also drink it and drive. With the above qualities of our beverage, we expect to expand our markets to various regions globally at the rate of 15-18%. We expect to achieve this through market research to increase the qualities as per the customers’ tastes and preferences and also to create awareness about our brands to different potential consumers. The research conducted by Mintel indicates that approximately 56% of Americans consume snacks
The three reasons for choosing the McDonald Brothers (smoothies firm) is because it produces healthy beverages. The other one is because the products can be substituted for snack or milk and the last reason for choosing McDonald's is because the beverage is easy to make and portable. With the simple procedure of making smoothies, if one has the right tool, he can make it anywhere.
Q #4
Strategic position for the beverages
The main goal of the Company is to be the leading producer of non-alcoholic beverages in the ...
Running head BUSSINESS PLAN DRAFT1BUSSINESS PLAN2Bu.docxsusanschei
Running head: BUSSINESS PLAN DRAFT
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BUSSINESS PLAN
2
Business Plan Draft
BUS 599
Avery Clementin
Dr. Daniel Goldsmith
November 29, 2016
TABLE OF CONTENTS
COMPANY DESCRIPTION AND SWOT ANALYSIS 3
COMPANY NAME AND SIGNIFICANCE 3
WEFIT’S COMPANY MISSION STATEMENT 3
TRENDS IN THE NON-ALCOHOLIC BEVERAGE INDUSTRY 3
WEFIT’S STRATEGIC POSITION 4
OVERVIEW OF WEFIT’S DISTRIBUTION CHANNELS 5
RISK ANALYSIS OF WEFIT COMPANY 5
SWOT ANALYSIS 6
MARKETING PLAN AND SALES STRATEGY 6
SALES STRATEGY 7
COMPANY’S TARGET MARKET 8
ANALYZE THE TYPES OF CONSUMERS 8
COMPANY’S MARKET COMPETITION 10
COMPETITION FACTORS 11
JUSTIFICATION OF COMPANY STRATEGY 11
WEFIT DIET DRINK FIVE FS 12
ETHICS AND SOCIAL RESPONSIBILITY 13
COMMITMENT OF THE COMPANY 13
EFFECTS OF WEFIT ACTIVITIES ON THE ENVIRONMENT AND HOW TO MITIGATE THEM 13
CHOICE OF PACKAGING 13
DISPOSAL OF BOTTLES 14
HEALTH ISSUES 14
COMPANY’S PLAN TO REACH THE APPROPRIATE MARKET 15
BUSINESS PLAN FINANCIALS 15
STRATEGIC FINANCIAL PLANNING TECHNIQUES 15
BUDGETING 16
PRICING ANALYSIS 16
EVALUATING COSTS 16
CASH FLOW MANAGEMENT 17
PERFORMANCE ANALYSIS 17
REFERENCES 18
Company Description and SWOT Analysis
Company Name and Significance
The name of my Non- alcoholic beverage (NAB) company is WeFit Diet Drinks. This company deals with the production and the manufacturing of the non-alcoholic beverages that have zero calories content. The significance of this beverage is to provide soft drinks to the people who enjoy the various tastes of different sodas, but they are no longer willing to indulge in drinks that have the calories as a measure of ensuring a healthy lifestyle. This company will provide drinks with different flavors just like the other sodas. These drinks will aid in meeting the needs of the people who have decided to adopt healthy lifestyles such as avoiding the high-calorie content drinks.
WeFit’s Company Mission Statement
The mission statement of the WeFit Diet Drinks is to ensure the provision of sophisticated and inviting diet soft drinks that do not mislay the authenticity of the people health habits. As a company, we are committed to ensuring that we meet the various needs of our customers through the provision of high-quality products, to ensure that they are satisfied and also provide a high level of professionalism. In addition to this, we are also aiming at making a difference and ensuring the creation of value as a company.
Trends in the Non-Alcoholic Beverage Industry
One of the trends in the non-alcoholic beverage industry is that there is a revolution whereby the sugary drinks and juices sales are likely to slip. This is a result of the increasing need for the development of new and healthy beverages and other brands that are much healthier than the prevailing ones. In the developed countries, many people have become more sensitive to health ...
Running head BUSINESS PLAN1BUSINESS PLAN2Operation .docxjoellemurphey
Running head: BUSINESS PLAN
1
BUSINESS PLAN
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Operation Management
Vernette Nathan
Strayer University
Dr. Sandra R. Bryant
Bus 599
30 November 2015
Name and significance
Luxury Beverage Company is one of the many exclusive licensed distributors of energy drinks. The Upscale Beverage is one of its products, which has gained utmost significance and popularity among other non-alcoholic drinks (Bohm, 2010). The company’s head office is situated in Durban, South Africa. This is a privately held company founded in 2010 with a capacity of 100 employees in each of its branches. I have chosen an upscale beverage, putting into consideration three major reasons. These reasons make the company highly significant amongst the entire population it serves and more so, to stay ahead of its competitors first, being a new product; most consumers are eager to try it. Secondly, the organization is well known for its good public image and above all, its expertise in producing energy drinks over the years (Hartline, 2002). Finally, for the case of Upscale Beverage, the name itself suggests a completely elevated product, which attracts a majority of consumers. The major aim is to offer quality products for its customers and more so, ensure that market gaps are well filled for the sake of customer satisfaction.
Mission statement and future growth rate
Luxury Beverage Company has a profound mission statement, which stands by three major descriptions;
a) To refresh the entire world with the mind, body and spirit.
b) To be an inspiration especially in moments of optimism and more so, create happiness through the company’s brands and actions.
c) To create exquisite value and make a difference in the beverage industry.
Basing consideration on competitors in the beverage industry at large, Luxury Beverage Company has to come up with strategies that will in turn provide the organization a better position in the industry. There have been numerous market entrants into the beverage industry over the past two years. Competitive advantage is desired by al organizations. Therefore, the Upscale Beverage has to be considered one of the best in the industry, for Luxury Beverage Company to have a competitive advantage. With such a trend, it is evident that the organization may be successful only it sufficient strategies are formulated and more so, in the event that formulated policies are sufficiency implemented.
Strategic position
Strategic positioning entails the development of intended objectives and specific and applicable approaches to situations that are most likely to occur within the organization operations and other activities. The Luxury Beverage Company is specific in its goal alignment and formulation of policies within the consumer goods market. Considerable steps have been taken to ensure that communication to personnel is prioritized and more so, that the firm and personnel in general are operating towards the firm's stated goals and objectives. To distinguis ...
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1. MUHAMMAD ASAD JAVED
Marketing Management
Master in Business Administration
Project Submitted to Sir Sharjel Zubair
New Product Launching
Company Product
2. Fresher Juice Background
The parent company of Fresher is Al-Hilal industries. Al-Hilal was established
in1960 and they launched their first production in 1962 that was Sultan Banaspati
cooking oil and after about 40 years they have now shifted introduction of juices.
The main policy of Al-Hilal industries is PULL policy rather than PUSH policy
that is they want to place their product on shelves first, they want maximum
placement and then advertise their product. They have placement is Lahore,
Karachi, Islamabad, Faisalabad and Multan. They want focus branding as
their main focus is on group a people. Al-Hilal doesn't compromise on quality as
per its name Hilal means pure and in near future they are planning to launch water
called Blue, rapsel oil and carbonated fruit drinks called kooler. Introduction:
Fresher is a new product launched by Al-Hilal industries. Other
industries like AL-HILAL FOUNDRY & WORKSHOP (PVT) LTD. AL-
HILAL VEGETABLE GHEE MILLS (PVT) LTD.
Situational analysis:
The situational analysis covers the following key areas:
Current Products
Current Target Market
Current Distributor Network
Current
Competitors
Financial Analysis
External Forces
Current Products:
Fruit juice by AL-HILAL:
Boomer is a soft drink by Al-Hilal who has launched juices like Fresher and
Kooler. Fresher is a famous one whereas Kooler is a new drink which is seen less
in market. After very little time of launching Kooler, Al-Hilal launched their soft
drink with the name of Boomer.
3. Product attributes:
Packing:
The juice packed in the quantities 500ml. Packaging is done on imported
machinery as it considered being highly sophisticated and hygienic.
Storage:
Products will be stored in cool dry store before distribution because it is a pulp of
juices and affected from sunlight and moisture.
Product Shelf life:
Fresher Juice in 500ml serving packs have better shelf life and have shelf life
of less than 6 months.
Packaging Material Used:
Health and safety are directly linked with the packing material
used and people are much concerned about it. That is the primary reason why
packaging has been used by Al-Hilal.
Features:
Here are of the some features of our product:
Fresh original fruit juice
Provides proteins and minerals (vitamin-c, sugar, protein and sodium etc.)
Provides vitamins
Beneficial for kidneys there are many nutrients that show the best
effect.
Excellent in taste all flavors.
Gives freshness like original taste.
It is not harmful to anybody, processing of all fresher juices are pure and
healthy.
4. Qualities of Fresher juice:
Larger availability. Good range of flavors like
Orange
Strawberry
Guava
Falsa
Peach
Mango.
Standardized and attractive packing that attracts the customers’. Large
promotion and market coverage.
Product Strategy:
Nature of the product:
Everyone has their own ideas about replacing essential body fluids, vitamins
and minerals - whether it's after exercise or just a tiring day at the office. Fruit
juice is still one of the best ways to refresh the body's essential nutrients and it's
a natural source of energy. Common People especially young generation is
inclined to have ready to consume drinks; in addition hotels, hospitals are also
expanding day by day where juices could be marketed successfully.
Give values to the customers to delighting them.
Do whatever it takes not to satisfy the customers but retain the customers.
In order to accomplish this objective, the company has established sales,
marketing and support teams.
Fresher juices:
Flavors available:
Orange
Strawberry
Guava
Falsa
Peach
Mango
5. Pricing Objectives:
The objectives of Fresher Juices for pricing are as follows:
Pricing Strategy:
Al-Hilal when introduced fresher juice in the market set the Price at PRs.
40/- while the competitive price was PRs. 35/-. This above average price
was due the better quality product and a new Juice Brand by a well knows
Juice Company and Industry giant like:
To achieve a target return.
To maximize profit.
Stabilize prices to meet competition.
Market share Leadership to increase the market share.
Product Quality Leadership to give the quality to the customers.
Factors Affecting the Price of Fresher juice:
The following are the same factors that are affecting the price of Fresher Juice:
They are using the expensive technology.
The transportation, roads are not in a good condition
The unstable politicians, which have positive and negative effect on the
price.
The labor cost is low in Pakistan as compare to the others.
The advertisement is increasing the cost price of it but this is necessary.
Due to increase in taxes the price of them is also increased.
They are using good quality packing which increase their cost.
6. The distribution network includes the distributor then the wholesaler and in the end
the retailer. Again benefits are provided on the achievement of the sales targets and
timely delivery of products. In some cases products are provided to big retailers by
the distributor itself but mostly it is being purchased by the retailer from the
wholesaler.
The Channel of Distribution:
Market
Local seller
Whole seller
Fair Price Shops
7. Distribution Strategy:
Through the heavy advertisement the distribution can be affected because the
distribution mainly depends upon the demand. In the Fresher they are using the
above channel for distribution the product.
Some of people who wants to purchases very heavy amount of the Fresher juice,
they come to the company directly and buy which is required.
The whole seller are purchasing them for the resale able purpose but less than the
first once.
Distribution Areas:
Distributing in major cities such as:
Lahore
Karachi
Islamabad
Storage:
Company has the stores to store the juice packets before the juice goes for
distribution.
Demand situation:
Company always has the backup store juice to fulfill this demand.
Handling order:
To deliver the right quality and quantity of the Fresher juice, they are working on
the daily bases. They have transport to achieve all the things according to their
product. For distribution they are always have the future planning.
Promotion:
Al-Hilal is using following mediums for promotion of Fresher juice:
Advertisement boards
Television
Radio
Newspapers
Broachers
Internet
8. Doing these things according to the plans, for example
Now wants to advertise the product more through media by using the
famous people
Large discount for the people who purchase the Fresher juice directly from
the company and in large amount
Giving free samples to the people who visit the company.
Stale operations are functioning in which they are giving the free testing
samples
Target:
The target fragments for Fresher the people using juices instead of the soft
drink like Coke and Pepsi.
External forces:
Trends, events, conditions that are external (usually uncontrolled by the company)
that may impact the company’s products or the market:
Areas of consideration:
Environmental
Social and cultural
Demographic
Economic
Technological
Political
Legal, regulatory, ethical
Environment:
The interest is in environmental trends and events that have the potential to affect
strategy. This analysis should identify such trends and events and the estimate their
likelihood and impact. There is no control on environment so it effect the products
of specially juices.
Socio cultural:
Company’s concern with current or emerging trends in lifestyle, fashions, and
other components of culture and there implications these represent the
opportunities and threats according to the market and products.
Demographic:
Demographic trends affect the market size of the industry (growth rate, income,
population shifts) these trends represent an opportunity or threat so it is also
affected.
9. Economic:
Economic trends have an impact on business activity (Interest rates, inflation,
unemployment levels, energy availability, disposable income, etc.)That also
impact the company’s products and the market.
Technological:
The existing technologies maturing and technological developments and trends are
affecting the industry product.
Political:
Government bureaucrats able to carry out decisions, On the basis resource
allocations made, the bureaucracy facilitate or retard the development of the
organization that are affecting the industry product and market.
Legal, regulatory, ethical:
Changes in regulation are possible, their impact be on industry, tax or other
incentives are being developed that might affect strategy development.
Marketing Strategy and Marketing Objectives:
This section consists of three major issues:
Marketing Strategy
Financial Objectives
Marketing Objectives
Identify Marketing Strategy:
Marketing analysis:
The company’s strategic planning is exactly in accordance with the mission and
goal of the company. The process of developing and maintaining a strategic fit
Between the organizations goals and capabilities and it’s changing marketing
opportunities. It involves: company mission, setting supporting objectives,
designing a sound business portfolio, and coordinating functional strategies. The
company’s marketing strategic objectives are as follows:
Maintain positive, steady growth each quarter.
Experience a growth in new customers who are turned into long-
term customers.
10. Customer driven marketing strategy:
Customer driven marketing strategy refers the strategy focusing the customer
values and customer satisfaction.
Company’s main purpose is to deliver the maximum benefit to its customers in
minimum cost. In this regard company carries out following steps for its product
and for its customers.
Market Segmentation
Market Targeting
Market Positioning
Market stability:
Marketing strategy is to promote the end result. Most of the time, customers want
to know what the end result of buying product of service is going to be like. So
gives the best quality to customers remain the market stable.
Competitive analysis:
In this analysis the company see that how can they take edge over their
competitors. As far as the competitors of Al-Hilal are concerned there are many
competitors of Al-Hilal in Regular fruit juices.
Company is getting edge over its competitors by following these tact and
steps
Fresher juices are offered at normal prices and give best quality as
compared to our competitor.
The Fresher has edge over its competitors with best quality penetrate the
market and achieving targets to attract the customers.
The retailer earns more profit from company by selling more product
analyze
Fresher juice comprises of 32% original pulp of fruits while Nestle juices are
called nectar juice (that which is manufactured with artificial flavors)
Competitors of Fresher Juice:
1. Vivo Juice
2. Pulpy Orange
3. Slice Mango
4. Siprus Juice
5. Nestle Juice
6. Shezan Juice
7. Rani Juice
11. The details about FRESHER competitors are as follows.
Vivo Juice:
Vivo juices are considered as the main competitors of fresher. Vivo juice jumped
in the market and introduce same flavor as fresher does. They introduce flavors
(I).Mango (ii). Guava (iii). Strawberry (IV). Orange. But not introduce Peach &
Falsa yet.
The price of vivo juices is same as the prices of fresher just because of capture the
market. So their prices are also 40/- PRs.
Ingredients:
Purified water
Mango pulp
Sucrose
Acidulent and Vitamin
Free From preservatives
Artificial flavors
Pulpy Orange:
Pulpy orange launched by Coca Cola company before five years has become most
popular drink in Pakistan. Because of Coca Cola quality and brand. They have
introduced only one flavors in their fresh drink which is Orange and used orange
pulpy in it.
So the price of this drink is 60/- PRs.
Ingredients:
Filtered Water
Concentrated Apple juice
Ascorbic Acid (Vitamin C)
Slice Mango:
Pepsi launched their juice line. Named as “Slice”. They only introduced Slice juice
in mango flavor. Their price also low then other juice manufacturing concern as
Slice price is 20/- PRs with small packing of 250 ml.
Ingredients:
Filtered water
Concentrated apple juice
12. Nestle Juice
Nestle encourages the consumer response to Nestle orange juice that was launched
in 1996, the flavors of Nestle juice was expand with the introduction of Mango
flavor, Orange flavor. Consumer response to these new flavors has been unbeaten
and in expected to gain further.
The Nestle introduce further flavors
Red Grape, Pine Apple, Chaunsa, Guava, Simple Mango, Mix Fruit,
Siprus Juice
Siprus was introduce their fresh juice last year. The company name which was
Company (Pvt.) Ltd. They introduce their only one flavor which is mango.
Ingredients
Mango Pulp
Purified Water
Sugar
Stabilizer
Citric Acid
Ascorbic Acid
Artificial Flavor
Shezan Juice:
Shezan juice is a brand name. Shezan company its self-control all working of their
products. They introduce their juices in the flavor of Mango, Apple, and Mix fruit,
Twist, which capture the market maximum due to their low prices.
Rani Juice:
Rani juices are introduced to compete the market. They launch their products in the
flavor of Mango, Orange etc.
Big Apple:
Another competitor’s product which is uses in the season that is Big Apple.
But this product is not in the competitor list because this is not a fresh juice.
13. Competitors Analysis:
Company Name Quality S
Vivo & Slice Juices has low share in the market. Maximum above juices are
sale in the market.
Market price comparison:
Name of the Company
Price of the J
Name of Company Price of Juice in Market
Vivo Juice PR 40/- 500 ml
Fresher Juice PR 50/- 500 ml
Pulpy Orange PR 50/- 250 ml
Slice Mango PR 20/- 250 ml
Shezan Juice PR 15/-
Nestle Juice PR 20/-
Rani Juice PR 40/-
Country Juice PR 15/-
Company Name Quality Service Location Facility
Nestle Better Good Excellent Good
Fresher Good Normal Good Normal
Slice Normal Normal Good Average
Shezan Best Best Good Average
Rani Normal Normal Normal Normal
Pulpy Normal Good Good Average
14. Uses of these products in consumer point of view:
Nestle 70 %
Shezan 80%
Fresher 60%
Pulpy 80%
Rani 65%
Slice 75%
Siprus 20%
Vivo 20%
Fresher Juice SWOT Analysis:
Strengths:
Fresher itself (Name of brand):
As name shows it provides freshness and pure & fresh quality.
Pure and natural products:
Company uses the ingredients pure and good quality foods. They do not use any
kind of (cent)-flavor.
Qualified sales staff:
Sales staff of the company is qualified at least masters and they preferred the staffs
that have specialization in marketing and finance.
The honest and determined employees:
As compared to other companies our staff is well reputed and honest and they
determine to achieve their goals.
No complains on the quality:
The product of Fresher is pure and quality wise up in the market competitors
according to company’s point of view no complain on the quality of fresher from
customers.
Attractive packaging:
The packaging of fresher juices is good and having well reputation in the mind of
customers.
15. Weaknesses:
Capacity Of plant:
Main weakness of the company is capacity of plant.
Company does not fulfill the requirement of product in the market as compared
with their competitor Shezan mostly in summer season.
Distribution is weak:
Companies distribution is weak because of fresher is available only in big cities
and not properly available in big cities. In big cities fresher is available only big
store or Marts etc.
Less Public Awareness:
As Shezan juices have great perception value in minds of customers so while
competing in the market so people has no awareness about fresher because newly
launched .this is also company’s weakness.
Sugar Free:
As compared with other companies most of companies gives sugar free juices but
fresher does not provide sugar free because of their pure quality. If they try to
create sugar free their quality become low.
Opportunities:
Distribution network may be increases:
Fresher company may increase their distribution network throughout Pakistan
other than big cities like Gujranwala, Sargodha, and Multan etc.
Increasing the advertisement, may increase sale:
At this time fresher have weak point of less advertisement. But in future they try
to increase their advertisement in print media and electronic media. By taking this
step their sale automatically increases.
May be added of new varieties-(In flavor):
Management is deciding to launch new varieties of flavor which can compete the
other competitors in the market.
Market growth:
Juices market expands very fast .A new research proves that in future (2017) every
person use 185.5 liters juices per years.
16. Threats:
High Taxes:
Al-Hilal Company’s major threat is that it is facing the high tax rates ranges from
17% to 18%.
Competitor’s prices:
The competitors prices against fresher juices is comparatively low due to this itis a
competitor’s price threat facing by these juices.
Maximum sale of product is in the season otherwise low sale:
Increase in competitors:
There are a large number of competitors which are increasing competition in the
market.
High packaging cost:
Due to supplicated packing of al-Hilal juices it is bearing a high cost.
Current Market Situation:
Fresher a product of AL-Hilal Industries arrived new in the market. It has already
captured the juice market by their different taste and packing. Fresher juice 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 the prices of the fresher juice are moderate, because it is for
everyone in the society.
Distribution Strategies:
This product is distributed through authorized distributors, who are selected
on a tough criteria, I-e qualification, previous experience of the same field,
distributor’s storage place which should be neat, clean and up to the mark,
his motor vehicle etc.
Proper planning by following demand and supply rule carries out
distribution. Also the distribution strategy of the competitors is considered.
Inventory level of juices in the god owns of the distributors is always kept
more than demand so as to fulfill the demand of potential customers.
17. Fresher juices are distributed to all the A class superstores of high traffic
markets of posh areas. For example in case of Lahore the areas of high
availability are Model Town, Liberty, and Anarkali.
Geographic’s:
The fresher juice 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.
A zone includes Gulberg, M.M Alam road, Defence
B zone includes upper Mall, Wahdat road, and model town
C zone includes lower mall, Allama Iqbal Town, Sabzazar Scheme
D zone includes Multan road, Sakeem MOR, Allama Iqbal town
Demographics:
There is an almost equal ratio between male and female and also kids. We are
focusing:
Kids
Youngsters
Mature
Old age persons
Marketing Strategy and Objectives:
The market strategy is based on positioning of the product in the mind
of consumers. Providing high quality Juice to the customers. We will distribute our
product on mass level so that we can maximize the profitability.
Assigns sales target according to region and seasons:
Parameters.
Sales incentives
Promotional offers.
Distributors
Wholesalers
Retailers
Through transportation
18. Channel management:
Fresher has lot of control over the channel
In case of fresher to Authorized distributor to retail
Shops (defined territory of distributor)
Fresher assigns a particular territory.
Distributor under an agreement.
Positioning Strategies:
We want to put an image of our product in the consumers minds compare to
competitors product. We want to target the high school, college and graduate
students and government sectors that have to work hard and need to Fresher juice
them in an instant.
Targeting:
We will target the following segment
Mostly youth generation
Communication Strategies:
Promotion:
Actually the promotion is a first step when we are launching a new product, but we
make its strategies in last. We want to make a good image in the mind of
customers, so that they will buy only our products.
Main Sources of Promotion:
Electronic Media (Sponsored to Special program Hasb-e-Haal On Dunya
news (Beautiful people on dawn news)
Print Media (Jang newspaper, Friday times, she magazine and Dalda ka
dasterkhawn)
Cable network (local cable)
Places (big super stores, pace etc.
19. Distributors Review:
To assure the availability of its product “Fresher juice” juice has established
effective network of registered dealers. The main target of these juices is Lahore
and all over Pakistan.
The end consumer would then purchase “Fresher juice” from the retailer. The
distributors are the most reliable distributors in the region. They enjoy a flawless
reputation combined with business relations with numerous retailers even in the
rural areas of Lahore and near sides. This has ensured that
made available all over Lahore.
Marketing Organization:
Fresher juices chief marketing officer holds overall responsibility for all of the
company’s marketing activities. There are other subordinates with him to help the
sales campaigns, trade and consumer sales promotions, and public relations
Point of difference of fresher juice:
Consumer is considered as the king of market. Their need varies from time to time
due to change in technology, fashion, tastes, behavior and lifestyle.
Customers demand 100 % calorie free juices now from which they can derive
potential health benefits.
Marketing mix strategies for segment:
Income:
People having income25000 to 50,000 and above are included in the target
market.
Age:
Youth an old age people are taken as the most important targets in case of
pure juices.
Gender:
Females in emphasis, while males also are considered as a part of target
market.
Family size:
All family sizes either small or large, either single or married all are
included in its target segment.
20. Life-cycle stage:
That life cycle stage is given more importance which includes more young
people either males or females.
Geographic Location:
A class superstores and grocery stores in the high traffic markets in posh
areas of all the cities of distribution throughout the Pakistan.
Life Style
Fresher juices are highly meant for sophisticated, diet and health conscious,
smart and self-conscious people who give great importance to hygienic
food.
Use occasion:
The fresher juices are a part of breakfast. But they may also be used
throughout the day. As these juices are a sort of energizers, so they are also
used after exercise.
Prior Experience:
It is an important variable as far as any eatable product is concerned.
Because if any customer who has already tested theses juices and has gained
its nutritional benefits and had enjoyed its good taste odor then he/she will
surely be attracted towards its reuse.
Purchase behavior:
In the case of fresher juices the size of purchase is not very small because
they are the part of breakfast which is taken daily and are used after exercise
so are the part of routine and the brand loyal customers will purchase it on
consistent basis.
Time and location of implementation:
Activities to Be Implemented:
Sales representatives target all the untapped markets and niches, by using
current products.
Revenue objectivity should be given high attention, and it should increase by
45% every year
Product line should be extended by adding new flavors of juices.
Related and unrelated diversification in the form of eatables, made up of
fruit extracts and food pulp.
21. Role of R&D should be increased to help
Target markets most effectively
To get knowledge about consumers preferences.
More budget and resources should be allocated to advertisement and sales
promotion.
How Implementation To Be Done:
Develop desirable skills in the employees who are assigned the basics of target
implemented these skills may include.
The ability of sales force, personnel in finance department, expert inbred
etc., should first understand the nature of the tasks or tasks importance for
the company.
To increase the ability to put right people on right jobs .i.e. the person of
finance dept. should not be given the tasks of R&D, which is highly
sensitive and innovational field.
Responsibilities for Implementation
o Create the effectiveness of the personnel to focus on critical aspects of
their job.
Other remedies to enhance implementation includes:
Organizational Design:
Organizational design should consist of multifunctional teams, including at least 1
member of each department to solve the problem or to achieve the targets.
Incentives:
Various rewards may help achieve successful implementation. For Example in case
of fresher juices, bonuses or commission should be given to members of sales
force/personal selling teams who sales more units of juice packets
Communication:
Rapid and accurate movement of information should be confirmed .To-do so
efficient and effective feedback systems should be introduced. For example in case
of fresher juice the smooth flow of information should be confirmed from a single
member of sales force / distributors up tithe brand manager and vice versa.
22. Critical success factors:
There are a lot of factors exist in the success of a company that may be the core
competences of that particular company. Al-Hilal is the one of the national
company, which is deal in juices. There are following of the critical success factors
of the AL HILAL
Company
Product Quality:
Al-Hilal juices are offer in market with high quality in both pure and
fresh verities. Fresher offer in pure juices,
Prices Competition:
In cutthroat competition al-Hilal offer best suitable prices, which it’s all type
of customers can purchase. Fresher juices available with high quality and
reasonable prices.
Financial position:
Al Hilal has very strong position in all financial matters due to which it is adopt
diversification strategies and try to bring innovation in all products to attract the
new customers and retain the existing customers.
Management:
Al Hilal Company has very educated and experienced management people who
cooperative and discuss each and every thing with each other so the cross-sectional
discussion is very common in al-Hilal Company.
Evaluation and Control:
For evaluation and control of fresher juices conduct a comprehensive audit of all
the departments by comparing the current results of company’s objectives They get
comprehensive information from all the departments carefully and its analysis is
conducted with great care . The results are analyzed with great emphasis on the
company’s behalf. If there appears any deficit then revise their strategies
implement them and then get the results and if there are no loopholes found they
continue to implement that strategy for the specified period of time. This
evaluation conduct twice a year.
23. Growth:
Fresher juice is presently on the growth in the business life cycle. Now it should
focus on the more customer centered approach and should introduce more
innovative and up to-date products so that it could retain more and more
customers. Fresher’s retail division is on star and it needs more investment to
maintain the present position in the market.
Conclusion:
According to our observation after visiting the company and taking
information from the market we have concluded that:-
They have to make new strategy for the competitors like Nestle and Shezan.
They have large capital, so they have to spend more money in the
advertising field
They have to introduce new flavor in the market
They are going good but have to improve internal environment
They have to improve their distributor sector.
Recommendations:
As we have mentioned that FRESHER needs to improve its distribution strategy.
FRESHER Is targeting youngsters as a potential so if company supply directly to
the schools, colleges and universities it removes intermediaries and due to high
profit ratio café owners will promote FRESHER Compared to other juices