New product maketing

1. UNIVERSITY OF CENTRAL PUNJAB
Project of Marketing Plan for New Product Launch
Presented to
PROF. Abdul Saboor
Presented by:
MUGHIS KHAN 0025
KHAWAR ABBAS 0020
SAMEER AKHTAR 0023
MOIZ ZIA 0003

2. Company name:
Hester Beverages (PVT)
Limited Company
Company logo:
Product name:
FRUITOSE
Product logo:

4. Contents of Marketing Plan
Part: 1 Executive Summery
Part: 2 Purposes and Mission
Part: 3 SituationalAnalyses
 Product MarketAnalysis
 Distribution Analysis
 Competitor Analysis
 Financial Analysis
 Other Analysis
Part: 4 Strategy and objective
 Marketing strategy
 Marketing objectives
Part: 5 Technical programmed
 Market
 Product
 Promotion
 Distribution
 Pricing
 Other

5. Part: 6 Budget Performance analysis implementation
 Budget and analysis
 Implementation
Part: 7 Additional considerations
Executive Summery
The report explain the marketing plan for launching a fresh juice named
Fruitose This product has been made by HESTER BEVERAGES
(PVT) Limited Company is improved from the ministry of health. In the
beginning of the report we have explained the mission and vision of
HESTER BEVERAGES (PVT) Limited Company . And then we have
future carried out our. It will be introduce in the market with the help of various
promotional display advertisements and distribution of free samples to the
general public and financial institution.
This report examine that this product is initially launching in Multan ’s domestic
market.
The study included both primary and secondary research.
The primary study focused on a survey of the
competitors and the liking and disliking of the people.
Through this strategy company can penetrate more into
the market and can attract the bulk customers
For the purpose we have contracted SWOT analysis of
the company to see company’s strength, weakness
opportunities and threats. Then we have explained the
purpose benefits and objectives of the product.

6. HESTER BEVERAGES
(Pvt) Company
Vision
“Be the global leader in customer value”
Then we have made a marketing mix strategy for our product. We
have divided market into different segment and decided to target
customers of all ages.
We have also paid special attention to packaging color and price of
the product. We have decided to place the product in all the
markets of Punjab specially canteen of college and universities
We will promote our product through various means of
advertisement. We shall also conduct market survey in near future
to know the opinion of the public about our product and developed
our product accordingly.
Mission
“To set world class standard in juice industry through
providing a diverse range of high quality products that
are prepared in according with Islamic principals
serving to satisfy customers taste and need and serve the
society”

7. HESTER
BEVERAGES In
Multan
HESTER BEVERAGES will commence its operation in
Multan from May 2015. The factory facility has been
founded on 20 canal area of land in the industrial area of
Multan. The factory is expected to match the demand of
our product. We have ensure the installation of modern
sophisticated and efficient equipment confirming to the
very latest standard of “Good Manufacturing Practices”
Introduction To
“Fruitose”
People started too perished under the scorching the heat of summer in
our country they need of energy drink to refresh themselves Fruitose is
a fresh juice product. It provide energy and keep fresh when feel weak
and tired after doing lot of work in whole day.
It contains vitamin and proteins which is useful energy sources.
Vitamins gives freshness and proteins are the energy cells that are
recharge the human body so they work at their maximum.
The students employee and workers all field of humans become tired
due to the work burden and sunlight which make them feel lose. They
need an energy drink that make them energize so they may be able to
perform better again and feel fresh.

8. Slogan
“Refresh With Every Sip”
Ingredients are:
 Mango apple pine apple
banana grapes mix
 Artificial colors
 Stabilizers
 Ascorbic acid
 Beta carotene
 Sugar
Objectives
 To increase market shares
 To increase the length of
product line
 To increase profit
 To satisfy customer
 To face the strong competitors
Current Market Situations
“Fruitose” is fresh juice product that is
going introduce in Multan domestic
market. We are focusing to all levels of
generation. The price of Fruitose is
moderate because it is for all

9. Market segmentations
The consumer of “Fruitose” consists of the followings:
Geographic:
 A zone (Wapda Town Multan)
 B zone (Multan Cantt )
 C zone (Gulgasht ,Multan)
 D zone (Ghanta Ghar Area,Multan)
Demographic:
 Kids
 Elders
 Patients
 Etc.
Our competitors:
The Fruitose is currently facing very competitive
environment. Because already in market following
compotators are:
 Shezan
 Nestle
 Benz
 Country
 Coca cola (aosis)

10. Product review
The Fruitose is available in 250ml size and in different
flavors
 Banana
 Mango
 Grapes
 Mix
 Orange
 Pineapple
COMPETITIVE REVIEW
Fruitose Competitors
The competitors of Fruitose are more than ten. Shezan and nestle
are leading market right now and other companies are also have a
great image in market. Shezan and nestle have loyal customer in
all over the Pakistan because both are from so many years in
market. Our aim to compete our all competitors in short period of
time
Our main competitors are and

11. Competitor’s Qualities
 Good distributions channel
 So many flavors
 Standard and attractive packing
 Large production and market coverage
 Availability in various weights packing
Price
Minimum price of juice is 15 R.s
Place
Shezan has a large market share in Pakistan
Sales
Sales (net)
(Year ending Jan 2014)
6,760,527000
Promotion
They promote this product
through
a. Electric media
b. Print media
c. FM radio
d. Wall chalking

12. Sales(net) 2014
Year end 2014 Rs. 96,457,743
Product
Nestle beverages is product by nestle
international
Qualities of nestle
a. large promotion and market
coverage
b. large range of flavors
c. high availability
Place
Nestle has a large market share in
Pakistan
Strategy
Creating share value
global forum
Good pricing
Better quality
By offering different
flavors
Intensive distribution
Attractive packaging

13. SWOT Analysis of Sun Rise
Strength Weakness Opportunity Threats
Strengths:
 Updated technology plant
 Quality product
 Specialist available for specialize task jobs
 Hire experience staff
 Medical income of employee
 Pakistani made
 Targeted to low and middle class people
 Reasonable price
 Expiry date above six months
Weakness
 New in juice industry
 Small distribution network
 Strong competitors
 No market share
 Limited experience of customers
Opportunities
 Increase the distribution network
 Acquiring the new technology
 Market is very big and attractive
 Take over the distributor
 Increase demand of high quality of product due to Multan
being a develop city and density in population
Threats
 Political instability
 New entrance of exiting competitors
 So many competitors
 Retaining consumers
 Economic instability
 Increase of general sales tax
 Development of plant

14. Marketing Strategy and Objectives
The marketing strategy is based on positioning of 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.
1. Positioning strategies
We want to put our image an on in the consumers mind as
compare to competitor’s product. We want to target the high
school’ collage and graduate students and government sector
that have to work hard and need to “Refresh” them an instant,
2. Segmentation
We made the market segmentation on following basses
Geographic
Demographic
Psychographic
Behavioral
3. Geographic segmentation
 Region
 City
 Rural and semi urban areas

15. Demographic segmentation
 Age
 Family size
 Gender
 Income
 Occupation
 Education
Psychographic segmentation
 Socioeconomic classification
(SEC)
 Life style
 Personality
Behavioral segmentation
 Occasions
 Benefits
 User status
 Usage rate
 Loyalty status
 Readiness stage
 Attitude towards the product
Targeting
We will target the following customers
Kids
Youngsters
Mature
Old age persons

16. Marketing Mix
Product
Price
Promotion
Place
1. Product strategy
 Develop the long term relationship with
customers
 Give values to the customers to
delighting them
 Do whatever it task not satisfy the customers
but retain our customers
Product variety
Our product would be available in
following flavors
o Orange
o Grapes
o Pine Apple
o Mango
o Banana
o Mix fruit
o Apple
Brand name
The name of our product is “Fruitose”

17. Quality
High quality assurance would be our first priority. This
would be ensured by
Implementing high quality
standards
Total quality management
Acquisition of high quality raw
materials
Design
Fruitose is the sweet, fresh juice with an eye catching tetra
pack or glass bottles
Features
Here are some features of our product
Fresh original fruit juice
Provide proteins and minerals
Provide vitamins
Beneficial for kidney
Excellent in taste
Gives freshness
Tetra pack protection packing
Quality
High quality assurance would be our first priority-high performance
would be:

18.  Implementing high quality standards
 Total quality management
 Acquisition of high quality raw mat
Packaging
Product units are packed in 6-layered Tetra Brick Aseptic.
Size
Our product is available in 250 ml pack.
3. Pricing Plan
Our price includes custom services and other expenses. Passage through its life cycle
changes its price strategy. To attain large market share prices should be at moderate
level to seek attraction of large number of consumer
Pricing in Pakistan Rupees
Fruits cost Rs 8/-
Factory over head Rs 5/-
Miscellaneous Rs 2/-
Retailer margin Rs 2/-
Profit Rs5/-
Total price Rs22/-

19. PRICE
LOW
HIGH
PRESENTATION
MARKET
DEVELOPMENT
PRODUCT
DEVELOPMENT
DIVERSIFICATION
LOW HIGH
PRICE AND QUALITY GRID:
This grid shows what pricing strategy a firm is perusing;

20. QUALITY:
According to the above grid we are offering
high quality with low rate.
4. Communication plan:
Promotion:
Actually promotion is the first step when we
are launching a product. But we make its
strategy in last because we want our good
image in the mind of our customers.
Criteria for promotion:
Our main objective to provide:
 Awareness
 Knowledge
 Liking
 Preference
 purchasing
Core sources of promotion:
 Electronic media
 Print media
 cable network
 billboards
 Hoardings

21. ELECTRONIC MEDIA:
CHENNEL TIME DURATION TOTAL
GEO Prime time & Post prime time 1 min 1215000
DUNIYA
NEWS
Prime time & Early day 1 min 180000
AJJ
NEWES
Early day & Prime time 1 min 175000
SAMAA
NEWS
Early day & Prime time 1 min 280000
TOTAL 2090000

22. PRINT MEDIA:
NEWS PAGR COLOR SIZE DAILY WEEKLY CHARGES
PAPER OR BASIS BASIS
BLACK &
WHITE
JANG FRONT COLORED STANDARD DAILY 18600
SIZE
EXPRESS MID COLORED STANDARD DAILY 5000
SIZE
DIN FRONT COLORED STANDARD DAILY 15000
SIZE
THE BACK COLORED STANDARD DAILY 17500
DAILY SIZE
TIMES
NAWA-E- BACK COLORED STANDARD DAILY 15000
WAQAT SIZE
AKHBAR- BACK COLORED FULL WEEKLY 600000
E-JAHAN
TOTAL 683000

23. BILLBOURDS:
LOCATION SIZE DURATION TOTAL COST
Multan Cantt 20’’60 1 MONTH 250000
Gulgasht 20’’60 1 MONTH 215000
Chungi No 9 20’’60 1 MONTH 70000
Bypass 20’’60 1 MONTH 115000
TOTAL 115000
HOARDINGS:
LOCATION SIZE DURATION TOTAL COST
Multan Cantt 30’’90 1 MONTH 1200000
Chungi No 9 30’’90 1 MONTH 1000000
Bypass 30’’90 1 MONTH 1000000
Gulgasht 30’’90 1 MONTH 200000
TOTAL 3400000

24. CABLE NETWORK
:
LOCATION TIME COST
Wapda Town 6:00pm to 10:00pm 30000
Gulgasht
5:00pm to 5:30pm
10000
Multan Cantt
5:00pm to 7:30pm
25000
Ghanta Ghar
4:30pm to 6:30pm
20000
Total 85000
BENEFITS:
Following are the additional benefits which
are offering to the customers to give them
values:
 Give five rappers and get one juice pack
 Purchase ten pack & get one free juice

25. PLACE:
Distribution reviews
To assure the availability of its product * Fruitose * juice has established
affective dealer network
The main target of these juices is Multan.
Manufacturer
DISTRIBUTOR
RETAILER
CONSUMER
 If you purchase one crate of juice then you would able to
participate in lucky draw for following:

26. The end consumer would then purchase
“fruitose ”from the retailer.
The distributors are the most reliable
distributor in the region.
BUDGETING:
S.
No
Description Amount
1 Cost of land 25000000
2 Raw material 5000000
3 Stationary 50000
4 Office expenses 100000
5 Furniture 500000
6 Staff salaries 50000
7 Freight inward charges 60000
8 Repair & maintenance 150000
9 Research & development 90000
10 Technology 1000000
11 Marketing & media expenses 6648630
TOTAL 38648630

27. This is the main and last element of the marketing planning by using this we can
check the standard of our product for the purpose of correcting any error if occurs
There are three main functions are performed under this element of planning:
 Measuring
 Comparing
 Correcting
Measuring
We can check marketing condition through meaning in which different type of task
may be performed like
 Surveys
Survey for the future:
In order to learn weather people would like to buy our product, we have decided
to
conduct a market survey in future so that we can assure that people like our
product
or not.
Comparing:
In controlling process we compare our product with our standards
Correcting
If any problem occurs then correcting process will take place in which we found that
from where the problem will arises.
CONTROL:

28. 1. Marketing organization:
Fruitose’s chief marketing officer, hold overall responsibility for all the company’s
marketing activities so. There are other subordinates with him to help the sales
campaigns, trade and consumer sales promotion, and public relation efforts.
2. Action programs:
The “Fruitose” will be introduced in March following are summaries of the
programs we will use during this summer session to achieve our stated objectives.
May we will initiate 80,00,000 rupees trade sales promotion campaign to educate
dealers and generate excitement for the product launch , and provide sample crates to
our selected product reviewers, opinion leader and celebrities as part of our public
relation strategy.
June we will start with integrate print /television campaign. The campaign will show
how many features the “Fruitose” have for users to reenergize them.
July as the juice advertisement continues, we will add consumer sales promotion
by including them to our message. We will also support or retailer to increase our
sales.
August we plan to roll out a new advertisement having new views of customer
through survey who have used our drink which ill help to promote our juice.