The document appears to be a marketing report submitted by students to their professor for a new chocolate product launch by company AASRR called CHOICE. The summary provides an overview of the company's objectives to introduce an innovative chocolate product in Pakistan, target multiple market segments, and utilize an effective marketing mix strategy including promotional activities to position the brand positively in the minds of consumers.
Marketing ppt of launching a new productbilal khan
Orange Kool Juice is launching a new juice brand in Pakistan called Orange Kool. The presentation provides information on the company's mission, vision, objectives, product portfolio, and product details for Orange Kool Juice. Market research indicates there is both latent and regular demand for Orange Kool due to its positioning as a 100% pure orange juice without artificial ingredients. The company plans to target major cities in Pakistan and the upper/middle class by positioning Orange Kool as a healthier orange juice option that is competitively priced.
Marketing plan of k.mania launching new product pep up juiceusmanalimanzoor
The document provides a marketing plan for launching a new fruit juice product called "Pep up" by K. Mania (Pvt) Limited Company. The 3-page plan includes an executive summary describing the product and marketing strategy. It will introduce Pep up juice in Lahore through various promotional activities. The plan also analyzes competitors, segments the market, and discusses the product, pricing, placement, and promotion strategies. It aims to increase the company's market share and satisfy customers.
The document is a presentation by Team Myopia about establishing a pure fruit juice company in Bangladesh. In 3 sentences:
The presentation introduces Team Myopia and their plan to start a company that produces 100% natural fruit juices and smoothies from the abundant local fruits in Bangladesh, with an initial focus on litchi juice. It discusses the market opportunity in Bangladesh's growing processed fruit industry, and lays out their business strategy, product details, pricing, distribution, marketing and segmentation plans to launch their litchi juice product line. The team believes their high quality natural juices can capture market share and help make Bangladesh a healthier country.
The document outlines a marketing plan for a new fruit juice product called Fruitango. It introduces the product as a 95% fresh fruit juice with 5% nectar for preservation. It then discusses the company's mission to provide healthy products, target markets such as kids and teens, and competitive advantages over fruit drink competitors and juice vendors. Finally, it proposes a penetration pricing strategy and promotion through print, radio, TV, and public advertisements to raise brand awareness during the introduction phase.
Marketing presentation wheat health drinkJimesh Mehta
The marketing presentation summarizes a new wheat grass energy drink. It discusses the product benefits of being natural, rich in proteins and vitamins, and a healthier alternative to other drinks. The SWOT analysis finds strengths in its health benefits and organic nature, but weaknesses in competing against established brands. The target market is health conscious individuals aged 18+ in tier 3 cities. The marketing mix will include promotional activities like events and digital advertising, and competitive pricing between Rs. 50-90 for packaging sizes.
This document is a dissertation report submitted by Shahadat Khan Pathan to Bhanu Priya on the topic of consumer behavior related to toothpaste, with a focus on the brand Close Up. It includes an acknowledgement, table of contents, executive summary, and sections on the history of Close Up, its achievements, brand values, marketing mix, market analysis of consumer behavior toward toothpastes and of Close Up specifically, recommendations and findings, and conclusion. The key findings are that Colgate is the market leader in toothpastes, Close Up holds the second position, and it could increase its market share through more promotion, especially TV advertisements, and promotional offers.
Delight Bread is launching a new flavored bread product in Pakistan with mango, strawberry and chocolate flavors. The product is positioned as a healthier alternative to traditional bread that also tastes good. Currently, only 5% of the Pakistani population eats packaged bread, leaving a large potential market. Delight Bread plans to target all income groups and youth through promotional campaigns. Distribution will be through bakeries, super stores, and markets. Pricing strategies include cost-plus pricing and price skimming. Advertising will utilize television, radio, newspapers and billboards.
Marketing ppt of launching a new productbilal khan
Orange Kool Juice is launching a new juice brand in Pakistan called Orange Kool. The presentation provides information on the company's mission, vision, objectives, product portfolio, and product details for Orange Kool Juice. Market research indicates there is both latent and regular demand for Orange Kool due to its positioning as a 100% pure orange juice without artificial ingredients. The company plans to target major cities in Pakistan and the upper/middle class by positioning Orange Kool as a healthier orange juice option that is competitively priced.
Marketing plan of k.mania launching new product pep up juiceusmanalimanzoor
The document provides a marketing plan for launching a new fruit juice product called "Pep up" by K. Mania (Pvt) Limited Company. The 3-page plan includes an executive summary describing the product and marketing strategy. It will introduce Pep up juice in Lahore through various promotional activities. The plan also analyzes competitors, segments the market, and discusses the product, pricing, placement, and promotion strategies. It aims to increase the company's market share and satisfy customers.
The document is a presentation by Team Myopia about establishing a pure fruit juice company in Bangladesh. In 3 sentences:
The presentation introduces Team Myopia and their plan to start a company that produces 100% natural fruit juices and smoothies from the abundant local fruits in Bangladesh, with an initial focus on litchi juice. It discusses the market opportunity in Bangladesh's growing processed fruit industry, and lays out their business strategy, product details, pricing, distribution, marketing and segmentation plans to launch their litchi juice product line. The team believes their high quality natural juices can capture market share and help make Bangladesh a healthier country.
The document outlines a marketing plan for a new fruit juice product called Fruitango. It introduces the product as a 95% fresh fruit juice with 5% nectar for preservation. It then discusses the company's mission to provide healthy products, target markets such as kids and teens, and competitive advantages over fruit drink competitors and juice vendors. Finally, it proposes a penetration pricing strategy and promotion through print, radio, TV, and public advertisements to raise brand awareness during the introduction phase.
Marketing presentation wheat health drinkJimesh Mehta
The marketing presentation summarizes a new wheat grass energy drink. It discusses the product benefits of being natural, rich in proteins and vitamins, and a healthier alternative to other drinks. The SWOT analysis finds strengths in its health benefits and organic nature, but weaknesses in competing against established brands. The target market is health conscious individuals aged 18+ in tier 3 cities. The marketing mix will include promotional activities like events and digital advertising, and competitive pricing between Rs. 50-90 for packaging sizes.
This document is a dissertation report submitted by Shahadat Khan Pathan to Bhanu Priya on the topic of consumer behavior related to toothpaste, with a focus on the brand Close Up. It includes an acknowledgement, table of contents, executive summary, and sections on the history of Close Up, its achievements, brand values, marketing mix, market analysis of consumer behavior toward toothpastes and of Close Up specifically, recommendations and findings, and conclusion. The key findings are that Colgate is the market leader in toothpastes, Close Up holds the second position, and it could increase its market share through more promotion, especially TV advertisements, and promotional offers.
Delight Bread is launching a new flavored bread product in Pakistan with mango, strawberry and chocolate flavors. The product is positioned as a healthier alternative to traditional bread that also tastes good. Currently, only 5% of the Pakistani population eats packaged bread, leaving a large potential market. Delight Bread plans to target all income groups and youth through promotional campaigns. Distribution will be through bakeries, super stores, and markets. Pricing strategies include cost-plus pricing and price skimming. Advertising will utilize television, radio, newspapers and billboards.
The document provides an overview of the product launch plan for "Assorted", a new deodorant product under the hypothetical startup Redolence Pvt. Ltd. The plan involves launching the dual-scent deodorant nationally in India, targeting urban working professionals aged 20-50. Key aspects of the marketing mix include positioning the product as a 2-in-1 deodorant, pricing it at Rs. 180 per 180ml bottle, distributing it through retailers and supermarkets, and promoting it through various advertising channels.
Orange Kool Juice is launching a new juice brand in Pakistan called Orange Kool. The presentation provides information on the company's mission, vision, objectives, product portfolio, and product details for Orange Kool Juice. Market research indicates there is both latent and regular demand for Orange Kool due to its positioning as a 100% pure orange juice without artificial ingredients. The company plans to target major cities in Pakistan and the upper/middle class by positioning Orange Kool as a healthier orange juice option that is competitively priced.
Marketing Plan of a new product line for bangladeshHasan Sajjid
This document presents a marketing plan for Refresh Drinks BD Ltd., which manufactures fruit juices and drinks. The company aims to increase its market share, product line, and profits while better satisfying customers and creating brand awareness. Its target segments are kids, teens, youth, working people, and the travel industry. Competitors include Shezan, Nestle, RC, Pran, and AFBL. Strengths include updated technology, quality products, and reasonable prices. Weaknesses include being new to the industry and having a small distribution network. The marketing mix discusses products, competitive pricing, promotion through various media, and distribution channels.
Izze energy juice market plan presentation by umair khan bba 3umairbba
The document is a marketing report submitted by three students for launching a new energy juice product called IZZE Energy Juice. It includes an executive summary describing the product and mission to satisfy customers. It analyzes the current market situation including competitors. A marketing strategy is proposed targeting different age groups. The strategy includes a product description, pricing, distribution, and promotional plan utilizing electronic media. Finally, it provides an action plan and budget to launch the new product.
The document outlines Team CrestMark's marketing plan for a new mango and mint juice called "Joosh" which includes sections on product overview, pricing and distribution strategies, product and communication strategies, segmentation and positioning, competitor analysis, and ATL/BTL communication approaches. The plan provides details on the product, target markets, pricing, distribution channels, promotion and advertising tactics to introduce the new juice product.
Coca Cola is the world's largest beverage company known for its flagship product Coca Cola. It was founded in 1886 and is headquartered in Atlanta, Georgia. Coca Cola offers nearly 400 brands across over 200 countries. It has a diverse product portfolio including carbonated drinks, juices, water and coffee. Coca Cola focuses on customer preference through segmentation and targeting different demographics. It has established brand loyalty through consistent marketing and social responsibility efforts. While Pepsi is its main competitor, Coca Cola maintains an advantage in terms of brand recognition, market share and social media presence.
Engro Foods is Pakistan's leading FMCG company with 12 brands and over 1200 employees. It produces milk, dairy, and ice cream products under brands such as Olper's, Omore, and Dairy Omung. Olper's is Engro's premier milk brand, launched in 2006, while Omore is its ice cream brand launched in 2009 featuring cones, cups, sticks and tubs. Engro aims to improve quality of life through affordable, nutritious products while maximizing stakeholder value. It faces competition from brands like Nestle, Wall's and Igloo but maintains competitive advantages through aggressive marketing, research, and strong supplier relationships.
1. The document describes a new cosmetics company called Hybrid Cosmetics that is launching an eyeliner pencil product called "She Eyeliner Pencils".
2. The company has 4 partners who will invest 25 lakh initially. Bilal Shah is the investor, Muhammad Kashif is the finance manager, Ahmed Waleed is in charge of research and development, and Waseeful Hassan will lead marketing.
3. The eyeliner pencils will be offered in 24 colors and will target middle-aged, middle to high income women in urban areas of Punjab through retailers, department stores, and shopping malls.
This document is a marketing project presentation for a new product called Crush. It includes sections summarizing the company and product, vision/mission/goals, segmentation/target market, product lifecycle, growth strategy, new product development plans, competitor analysis, competitive advantages, SWOT analysis, pricing recommendations, distribution channels, and a budget allocation. The presentation was created for a marketing class and provides an overview plan to launch Crush, a nutritional snack product, in Pakistan.
The document analyzes the market for real fruit juices in India. It segments the market geographically, demographically, and by behavior. The target market is urban/suburban youth and adults who are quality oriented. It positions the product as 100% real fruit with quality and hygienic packaging. The document also analyzes competitors like Tropicana and Frooti and suggests new product ideas like kids' juices, juices for pregnant women, fruit soda, and fruit powder sachets.
FP Agro Pvt Ltd plans to launch fruit juices and drinks in the growing Indian market. It will source fruits from various regions and initially outsource production. The report analyzes the industry, identifying growth in juices consumption. It discusses FP Agro's mission to be a leading juice producer offering nutritious drinks. Target markets are identified as kids to elderly. Major competitors like Dabur and Parle Agro control most of the market. The report performs a SWOT analysis and discusses marketing strategies around product varieties, pricing to gain market share, placing products in major cities initially, and promoting through various media. FP Agro aims to gain 5% market share in first year and 30% by 2016 through these strategies.
Taprobane Products (Pvt) Ltd is a Sri Lankan company that produces spicy paste tubes under the brands "Kirata" and "Mirisata". It has a 10% market share and aims to be the market leader by 2015. A marketing audit found 78% favorability for the product. The document outlines Taprobane's vision, products, SWOT analysis, objectives, and marketing strategy. It details plans to inform customers of product benefits through various promotions and boost sales 10% monthly. It also includes action plans, cost analysis, and team members responsible for developing and launching the new products.
The document summarizes the new product development process for Fruit Punch, a fruit juice product. It discusses idea generation, screening concepts, testing the top concept, developing the product, test marketing in cities, and commercial launch. It also covers target markets, pricing, distribution, promotion strategies, and reviewing marketing performance after launch.
The document presents a business plan for Awesome Soap. It outlines the company's objectives to assess the soap market and be a benchmark for high-quality organic soap. The plan discusses market segmentation, competitors like Lux and Lifebuoy, and a SWOT analysis. It also details the marketing mix or 4Ps - multiple soap products at various price points, a distribution plan to access all markets, and a promotional strategy using ads, sales, and public relations. The vision is to supply affordable yet high-quality organic soap.
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
LAUNCHING NEW PRODUCT & ITS COMMUNICATION CHANNELSSadman_Sakib
Group 1 is presenting on launching a new coconut water product called CO-Vita. Their presentation outlines the objectives of the product, key features, target markets, competitors, and marketing strategies. They will use advertising, sampling, personal selling, special offers, and a website to promote CO-Vita. Their distribution plan is to appoint distributors nationwide to make the product widely available. The group emphasizes quality control and gaining a competitive advantage through innovation.
- Rising Sun Productions Ltd. aims to launch a new gel-based chewing gum called CHEWYP that does not contain animal fat or cause tooth decay like other gums.
- Market research found demand for a soft, long-lasting flavored gum and lack of awareness about drawbacks of current gums. CHEWYP will satisfy these needs.
- CHEWYP will be competitively priced at Rs. 1 to penetrate the market, while innovative packaging and oral care benefits will attract customers. Production costs allow for profit while matching competitors' prices.
Johnson & Johnson is a global healthcare company founded in 1886 in New Jersey. It has over 114,000 employees worldwide and sells its products in 175 countries. The company's segments include consumer health, pharmaceuticals, and medical devices. It has a strong presence in India dating back to 1947. Johnson & Johnson is guided by its credo which outlines priorities for customers, employees, communities, and shareholders. The company's strategic capabilities include its diverse product portfolio and global presence.
This document outlines the brand strategy for Clinic Plus hair care products. It begins by establishing that Clinic Plus aims to strengthen the bond between mothers and daughters by nourishing daughters' hair. The brand promise is to provide hair strength through the power of nurturance. The consumer truth is that mothers want to ensure their daughter's hair and their bond remains strong despite changing times. Clinic Plus products contain milk protein, which accounts for 90% of hair composition, to strengthen and make hair resilient from root to tip. Going forward, the brand strategy will focus on recognizing Clinic Plus' association with mothers and daughters, identifying hair strengthening as a functional proposition, and expanding the portfolio in line with this refreshed positioning.
The document provides a marketing plan for launching a new fruit juice called "Refresh" in Rahim Yar Khan, Pakistan. It includes an executive summary, introduction of the company and product, current market situation analysis including objectives and SWOT analysis. It also discusses competitors, target market segmentation, and marketing mix strategies covering product, price, place, and promotion. The marketing plan aims to target students, workers and all age groups and gain a 25% market share through distribution in schools and advertising on television, print media and billboards.
The document provides an overview of the product launch plan for "Assorted", a new deodorant product under the hypothetical startup Redolence Pvt. Ltd. The plan involves launching the dual-scent deodorant nationally in India, targeting urban working professionals aged 20-50. Key aspects of the marketing mix include positioning the product as a 2-in-1 deodorant, pricing it at Rs. 180 per 180ml bottle, distributing it through retailers and supermarkets, and promoting it through various advertising channels.
Orange Kool Juice is launching a new juice brand in Pakistan called Orange Kool. The presentation provides information on the company's mission, vision, objectives, product portfolio, and product details for Orange Kool Juice. Market research indicates there is both latent and regular demand for Orange Kool due to its positioning as a 100% pure orange juice without artificial ingredients. The company plans to target major cities in Pakistan and the upper/middle class by positioning Orange Kool as a healthier orange juice option that is competitively priced.
Marketing Plan of a new product line for bangladeshHasan Sajjid
This document presents a marketing plan for Refresh Drinks BD Ltd., which manufactures fruit juices and drinks. The company aims to increase its market share, product line, and profits while better satisfying customers and creating brand awareness. Its target segments are kids, teens, youth, working people, and the travel industry. Competitors include Shezan, Nestle, RC, Pran, and AFBL. Strengths include updated technology, quality products, and reasonable prices. Weaknesses include being new to the industry and having a small distribution network. The marketing mix discusses products, competitive pricing, promotion through various media, and distribution channels.
Izze energy juice market plan presentation by umair khan bba 3umairbba
The document is a marketing report submitted by three students for launching a new energy juice product called IZZE Energy Juice. It includes an executive summary describing the product and mission to satisfy customers. It analyzes the current market situation including competitors. A marketing strategy is proposed targeting different age groups. The strategy includes a product description, pricing, distribution, and promotional plan utilizing electronic media. Finally, it provides an action plan and budget to launch the new product.
The document outlines Team CrestMark's marketing plan for a new mango and mint juice called "Joosh" which includes sections on product overview, pricing and distribution strategies, product and communication strategies, segmentation and positioning, competitor analysis, and ATL/BTL communication approaches. The plan provides details on the product, target markets, pricing, distribution channels, promotion and advertising tactics to introduce the new juice product.
Coca Cola is the world's largest beverage company known for its flagship product Coca Cola. It was founded in 1886 and is headquartered in Atlanta, Georgia. Coca Cola offers nearly 400 brands across over 200 countries. It has a diverse product portfolio including carbonated drinks, juices, water and coffee. Coca Cola focuses on customer preference through segmentation and targeting different demographics. It has established brand loyalty through consistent marketing and social responsibility efforts. While Pepsi is its main competitor, Coca Cola maintains an advantage in terms of brand recognition, market share and social media presence.
Engro Foods is Pakistan's leading FMCG company with 12 brands and over 1200 employees. It produces milk, dairy, and ice cream products under brands such as Olper's, Omore, and Dairy Omung. Olper's is Engro's premier milk brand, launched in 2006, while Omore is its ice cream brand launched in 2009 featuring cones, cups, sticks and tubs. Engro aims to improve quality of life through affordable, nutritious products while maximizing stakeholder value. It faces competition from brands like Nestle, Wall's and Igloo but maintains competitive advantages through aggressive marketing, research, and strong supplier relationships.
1. The document describes a new cosmetics company called Hybrid Cosmetics that is launching an eyeliner pencil product called "She Eyeliner Pencils".
2. The company has 4 partners who will invest 25 lakh initially. Bilal Shah is the investor, Muhammad Kashif is the finance manager, Ahmed Waleed is in charge of research and development, and Waseeful Hassan will lead marketing.
3. The eyeliner pencils will be offered in 24 colors and will target middle-aged, middle to high income women in urban areas of Punjab through retailers, department stores, and shopping malls.
This document is a marketing project presentation for a new product called Crush. It includes sections summarizing the company and product, vision/mission/goals, segmentation/target market, product lifecycle, growth strategy, new product development plans, competitor analysis, competitive advantages, SWOT analysis, pricing recommendations, distribution channels, and a budget allocation. The presentation was created for a marketing class and provides an overview plan to launch Crush, a nutritional snack product, in Pakistan.
The document analyzes the market for real fruit juices in India. It segments the market geographically, demographically, and by behavior. The target market is urban/suburban youth and adults who are quality oriented. It positions the product as 100% real fruit with quality and hygienic packaging. The document also analyzes competitors like Tropicana and Frooti and suggests new product ideas like kids' juices, juices for pregnant women, fruit soda, and fruit powder sachets.
FP Agro Pvt Ltd plans to launch fruit juices and drinks in the growing Indian market. It will source fruits from various regions and initially outsource production. The report analyzes the industry, identifying growth in juices consumption. It discusses FP Agro's mission to be a leading juice producer offering nutritious drinks. Target markets are identified as kids to elderly. Major competitors like Dabur and Parle Agro control most of the market. The report performs a SWOT analysis and discusses marketing strategies around product varieties, pricing to gain market share, placing products in major cities initially, and promoting through various media. FP Agro aims to gain 5% market share in first year and 30% by 2016 through these strategies.
Taprobane Products (Pvt) Ltd is a Sri Lankan company that produces spicy paste tubes under the brands "Kirata" and "Mirisata". It has a 10% market share and aims to be the market leader by 2015. A marketing audit found 78% favorability for the product. The document outlines Taprobane's vision, products, SWOT analysis, objectives, and marketing strategy. It details plans to inform customers of product benefits through various promotions and boost sales 10% monthly. It also includes action plans, cost analysis, and team members responsible for developing and launching the new products.
The document summarizes the new product development process for Fruit Punch, a fruit juice product. It discusses idea generation, screening concepts, testing the top concept, developing the product, test marketing in cities, and commercial launch. It also covers target markets, pricing, distribution, promotion strategies, and reviewing marketing performance after launch.
The document presents a business plan for Awesome Soap. It outlines the company's objectives to assess the soap market and be a benchmark for high-quality organic soap. The plan discusses market segmentation, competitors like Lux and Lifebuoy, and a SWOT analysis. It also details the marketing mix or 4Ps - multiple soap products at various price points, a distribution plan to access all markets, and a promotional strategy using ads, sales, and public relations. The vision is to supply affordable yet high-quality organic soap.
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
LAUNCHING NEW PRODUCT & ITS COMMUNICATION CHANNELSSadman_Sakib
Group 1 is presenting on launching a new coconut water product called CO-Vita. Their presentation outlines the objectives of the product, key features, target markets, competitors, and marketing strategies. They will use advertising, sampling, personal selling, special offers, and a website to promote CO-Vita. Their distribution plan is to appoint distributors nationwide to make the product widely available. The group emphasizes quality control and gaining a competitive advantage through innovation.
- Rising Sun Productions Ltd. aims to launch a new gel-based chewing gum called CHEWYP that does not contain animal fat or cause tooth decay like other gums.
- Market research found demand for a soft, long-lasting flavored gum and lack of awareness about drawbacks of current gums. CHEWYP will satisfy these needs.
- CHEWYP will be competitively priced at Rs. 1 to penetrate the market, while innovative packaging and oral care benefits will attract customers. Production costs allow for profit while matching competitors' prices.
Johnson & Johnson is a global healthcare company founded in 1886 in New Jersey. It has over 114,000 employees worldwide and sells its products in 175 countries. The company's segments include consumer health, pharmaceuticals, and medical devices. It has a strong presence in India dating back to 1947. Johnson & Johnson is guided by its credo which outlines priorities for customers, employees, communities, and shareholders. The company's strategic capabilities include its diverse product portfolio and global presence.
This document outlines the brand strategy for Clinic Plus hair care products. It begins by establishing that Clinic Plus aims to strengthen the bond between mothers and daughters by nourishing daughters' hair. The brand promise is to provide hair strength through the power of nurturance. The consumer truth is that mothers want to ensure their daughter's hair and their bond remains strong despite changing times. Clinic Plus products contain milk protein, which accounts for 90% of hair composition, to strengthen and make hair resilient from root to tip. Going forward, the brand strategy will focus on recognizing Clinic Plus' association with mothers and daughters, identifying hair strengthening as a functional proposition, and expanding the portfolio in line with this refreshed positioning.
The document provides a marketing plan for launching a new fruit juice called "Refresh" in Rahim Yar Khan, Pakistan. It includes an executive summary, introduction of the company and product, current market situation analysis including objectives and SWOT analysis. It also discusses competitors, target market segmentation, and marketing mix strategies covering product, price, place, and promotion. The marketing plan aims to target students, workers and all age groups and gain a 25% market share through distribution in schools and advertising on television, print media and billboards.
MedTele Inc. offers small to mid-size medical device manufacturers the opportunity to introduce new and existing product lines to targeted specialists, hospitals, nursing homes, surgical centers and alternative healthcare facilities through our dedicated, highly experienced Sales and Marketing Services Organization.
How to effectively launch a new product ppt @ bec doms mba bagalkot Babasab Patil
The document outlines the steps for effectively launching a new product, including conducting market research to understand target markets and competition, developing a marketing plan and training materials, selecting key accounts, implementing a pre-launch campaign of press conferences and teasers, training the sales force, launching promotional activities, analyzing effectiveness, and revising plans based on post-launch feedback. The key is to thoroughly plan and prepare all elements of the launch to ensure proper execution and success.
The document summarizes the development of a new natural insecticide product called "Natural Anti-Insect." Key points:
1. The product is made from mahogany seeds and fruits and provides a natural alternative to chemical insecticides.
2. The development process included screening ideas, concept development and testing, and establishing a marketing strategy.
3. If testing is successful, the company plans to commercialize the product and sell it to farmers across Bangladesh and potentially other countries.
Marketing Strategy for a medical device companysaurabhmalani
This is a marketing strategy for a leading medical device company for a new product launch. This presentation won the Babson Marketing Case Competition - 2012 with prize money of $5000. 16 schools across the globe were competing in this competition.
The document outlines the steps for effectively launching a new product which include conducting market research, developing a marketing plan, training the sales force, implementing pre-launch activities, launching the product, focusing on selling skills during and after launch, and analyzing the effectiveness of the launch.
Product Launch Presentation By Linda Johnsonlindajohnsonh
The document outlines the steps for launching a new product, including defining the product, setting objectives and budgets for marketing activities, creating a timeline, and measuring the success of the launch through activities like advertising, trade shows, and evaluating customer response. It provides details on planning specific elements of the launch like developing collateral, choosing a name, preparing demonstrations and displays, and considering international launches.
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.
This document outlines Cadbury Dairy Milk's marketing strategy in India. Cadbury aims to achieve a vision of having "a Cadbury in every pocket" by increasing chocolate penetration across India. Its mission is to deliver quality, with a commitment to continuous improvement. Cadbury segments the market based on geography, demographics, behaviors, and psychographics. It positions itself as affordable and enjoyable for people of all ages, genders, incomes, lifestyles, and personalities. Cadbury employs the 4Ps of marketing - improving products, keeping prices reasonable, wide distribution, and promotional activities through celebrities, media, and discounts.
AASRR company is introducing a new chocolate product called CHOICE. The objectives are to introduce new flavors, gain market share, and offer quality chocolate at affordable prices. CHOICE will contain chocolate liquor, cocoa butter, nutritive sweeteners, emulsifiers, and cream. It will be priced from Rs. 12-100 depending on the number of chocolates. CHOICE will be produced in Faisalabad and sold in shops across Pakistan through various advertising campaigns. A SWOT analysis identified strengths like established market but also threats from competition and substitutes. The company will target segments by geography, demographics, psychographics, and behavior.
Group 9 presented information about Hershey India Private Ltd., a subsidiary of The Hershey Company. Hershey India produces and sells chocolate brands in India such as Brookside Chocolates, launched in 2016. It has sales offices in Delhi, Mumbai, and Chennai and aims to make brands that people love through innovation, inspiration, and delivering happiness to consumers, customers, and brands. The primary target market for Hershey's products are children aged 5-18 in India.
The document provides details about a marketing project submitted by a group of students to their professor. It includes an acknowledgment section thanking those who helped with the project. It then covers various topics that will be discussed in the project like targeting, positioning, market segmentation, executive summary, company profile, and marketing research. The company profile section gives an overview of Coca-Cola's mission, vision and features of its new energy drink product called "Bullet". In summary, the document outlines the table of contents and scope of a marketing project focused on Coca-Cola's new energy drink Bullet.
This document summarizes a brand observation portfolio for Cadbury Dairy Milk chocolate in India. It provides an overview of the chocolate market in India, positioning Cadbury as the market leader. It then analyzes Cadbury Dairy Milk's strengths, weaknesses, opportunities, and threats. Finally, it examines the brand's segmentation, targeting, positioning, product strategy, branding strategy, advertisement tracing, promotions tracking, distribution channel strategy, and pricing strategy. The goal is to understand how Cadbury Dairy Milk has maintained its dominant market position in India over 65 years.
This market research report summarizes findings from a study of consumer preferences for Cadbury, Hershey's, and Ferrero Rocher chocolates in India. The study found that Cadbury has the largest market share at 38% due to its taste, variety, and wide availability in general stores. While Hershey's and Ferrero Rocher are seen as tasty brands, their limited availability has restricted their market shares to 13.8% and 27% respectively. Taste was the primary factor influencing consumer preferences and brand loyalty. The report concludes availability is a key factor that could help Hershey's and Ferrero Rocher increase their market shares in India if improved.
Report on Consumer behavior towards dairy milkPrateek Pawar
Consumer behavior research is continuous process. Understanding consumer is never ending, it gives insights to marketer to adapt his marketing strategies. The objective on studying the consumer behavior is to understand the behavior of the consumer in quite deep. This study is to understand CB towards FMCG we have taken product of Dairy milk chocolate. Study involves both primary data and secondary data.
Business Plan-- T@P India CHOCOLATE Pvt. Ltd.--- Uummm Chocolet - Tushar Cholepatil
This document provides a business plan for a proposed chocolate manufacturing company called T@P India CHOCOLATE Pvt. Ltd. The plan outlines the company's products which include dark chocolate, milk chocolate, nutritious chocolate bars, and premium liquid filled chocolate bars. It discusses the chocolate industry trends in India, including current size, growth rates, and major players. The marketing plan proposes targeting different age groups in India and collaborating with schools and organizations. The financial plan examines costs, sources of funding, and taxation policies.
This document summarizes a minor project report on Cadbury's marketing strategy. Cadbury is a leading global confectionery company and the second largest brand in the world. The report aims to study consumer preferences for Cadbury Dairy Milk chocolate. A survey was conducted of 100 people using a questionnaire to understand which forms, pack sizes, and promotional offers consumers prefer. The findings show that consumers have a high liking for chocolate and prefer hard forms, big packs, and free gifts as promotions. The conclusion is that Cadbury uses emotional marketing strategies to promote brands and products effectively with minimum advertising spending.
Case study...Rajorsi panja.(9832916990)Rajorsi Panja
This document discusses the marketing strategies of Parle Wafers and Nestle KitKat in India. It analyzes their segmentation, targeting, positioning, competitors and strategies. For Parle Wafers, the target segment is youth in lower and middle income groups. It is positioned as wafers for young people. KitKat targets all age groups across income segments and is positioned as a chocolate for relaxation. The document also lists business opportunities for both brands in rural markets, improved packaging and leveraging their brand success. It concludes that successfully achieving these opportunities will aid the future growth of Parle Wafers and Nestle KitKat in India.
The document provides a marketing plan for Ice Breakers Cool Blasts chewing gum. It aims to increase brand awareness and trial of the product within three target groups: college students, young professionals, and party-goers. The plan includes situational and competitive analyses, market research results, objectives, and a strategy using social media, pricing, and event sponsorships. The budget for the integrated "Zero 2 Cool" campaign promoting the product's benefits is $10 million over one year from April 2016 to March 2017.
The document discusses a marketing presentation about launching a new chocolate syrup product by Cadbury in India. It provides background on Cadbury's operations in India, discusses market research conducted with 50 consumers and 35 retailers to understand factors influencing purchase decisions and preferences for the new product, and recommends that Cadbury launch the chocolate syrup in India as consumers and retailers expressed positive responses.
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1. MADE BY; AMEEN
, SEHRISH, ASMA,
RINA, RUKHSANA
SUBMITTED TO:
SIR NASIR ALI
KHAN
INDUS
UNIVERSITY SITE
CAMPUS
COMPANY: AASRR
BRAND: CHOICE
12/26/2012
REPORT ON LAUNCHING A
PRODUCT BY B.B.A 4TH
3. 33
ACKNOWLEDGEMENT
It gives us immense pleasure to present this
project on lounging a new chocolate product
title “market research & lounging of
product”.
Wetaketheprivilegetoconvey our gratitude
to those who have co-operated, supported,
helped and suggested us to accomplish the
project work & I would like to extend my
sincere gratitude to our
Professor NASIR ALI KAHN for his
guidance
4. 33
Objective of study
• To get familiar with the Pakistani
marketing strategies
• To view the segments being targeted
by upcoming product in the market
• Up to what extent do the public
respond toward the new product?
• To prepare a marketing plan for
capturing our target market
• To be a relevant guide for any brand
launch in Pakistan.
5. 33
Introduction
Our Company AASRR is going to introduce a
new product with the reference of Quality,
royal brand with rich flavor and customized
product for Consumers
Pakistan is on its way to move and so are the
markets in Pakistan. Apart from economic
changes, Pakistan is also facing social
changes in life style, hobbies etc. New
fashion, food habits of Pakistanis are
changing rapidly. Chocolate, which were
believed to kid’s preference, are now being
consumed by teenagers, and adults.
6. 33
Despite Pakistan’s confectionery chocolate
industry has enjoyed an emerging and
growing trend in the recent past yet its size
and growth pattern has been far
inconsequential compared to other countries
of Asia-pacific region. The industry has
grown with an average annual rate of 6.5 to
7.5 % during 2002-2008. Domestic brands
dominate the market accounting for more
than 85% of total value sales of the industry.
The chocolate market in Pakistan increased
at a compound annual growth rate of 6.6%
between 2004 and 2009.
7. 33
Executive
Summary
Our product start up with customization
process
AASRR believe in Innovation
Innovation is what which doesn’t only attract our
regular customers but also helps us in capturing new
customers we focused on;
• Innovation in packaging and quality
• Innovation in chocolate flavors
Customization
Our expert presentation team will ensure that your
items are designed to your specifications, and will work
with your organization from start to finish to make
sure all your needs are met. From gift-boxes to
congratulatory platters, we are happy to provide you
with samples that can be customized, or to design
8. 33
something completely new and exclusively for you or
you can also use it as a Corporate Gifts that
Elevate your corporate gift-giving with sophisticated,
gourmet confections that bear your company's colors
or logo. Instead of handing out calendars or planners to
your peers and clients,
come to AASRR for
elegantly wrapped
chocolates that suit a
variety of occasions.
Weddings &
Special
Occasions
An elegantly
wrapped
giveaway is an
expression of
warmth and
appreciation.
AASRR chocolate box will leave an everlasting
impression of your special day and make your guests
9. 33
feel truly appreciated. Let our
designers make you a box
customized to your event's design
theme
Celebrate With Choice
Giving a gift is just as important
as getting one. We at AASRR
realize that, which is why for us,
putting together the right
present for the right person
goes beyond simply wrapping
boxes. The rustle of tissue
paper, festive strands of ribbon
and elegant packaging: those are
just as important as the quality of our confectionary.
Our gift boxes are works of art - our chocolate is
fantastic, and our presentation is even better for any
tradition even in Christmas and Eid ATTRACTIVE
PACKAGING
AASRR believe that most of the consumer not only
attract to buy their chocolate but the thing is that,
the consumer attract toward their packaging and the
10. 33
way chocolate are presented with unique wrapping and
box’s style
Boxed
Chocolate, which
includes
assortments of
different, individual bite-sized chocolates
packaged in a box or carton and often used as
gift
Chocolate courtliness, which includes chocolate-
covered bars designed to
be eaten in one go.
Includes bite size
courtliness sold in
multipacks.
Chocolate Molded
bars, including solid
chocolate bars,
blocks or tablets
11. 33
shaped by pouring melted chocolate into molds or
different customized shape.
Vision and Mission Statement of AASRR
First of all before discussing any topic we have to
understand the vision and mission statement of
AASRR product (choice) your life your choice,
which tells about the whole goals and objectives
of the company and it helps us to understand the
whole .Topic easily and effectively.
Vision Statement
AASRR set out a vision to achieve “a CHOICE” to
be Pakistan’s Premier Chocolate Company offering
nutritious and superior quality taste sweets to its
consumers. By 2016 we aim to achieve 30% of
market shares, and while it, we would be the best
12. 33
in terms of consumer value, customer service,
employee talent consistent and predictable
growth.
Mission Statement
To be a leading producer of chocolate become
dedication to nature, corporate and hygiene,
dynamic leadership and common to our partners
and stakeholders
We can easily understand the mission statement
by following points like;
“CHOICE” mean quality
This is our promise
Our reputation is build upon quality
Our commitment to continuous improvement
It will ensure that our promise is delivered
13. 33
Characteristic of this mission statement;
We can say that this mission statement is
realistic because if we see the quality and day to
day improvements easily show that AASRR have
real mission statement.
Setting company’s Objectives and Goals
AASRR successfully turned its mission statement
into its overall objectives and goals. AASRR says
CHOICE is the name of quality and the AASRR
(CHOICE) chocolate and also different packaging
products is the biggest example of it.
And it says our commitment to continuous
improvement and the demand and customer’s
satisfaction shows that its products successfully
fulfill the needs wants and demands by continuous
improvement in the features of products.
Why this Product?
Factors Driving Demand for our Product
14. 33
1: Changing age profile - A relatively larger share
of youth population which has ability to spend on
procedure.
2: Increase in Income- The middle, upper lower
and upper upper groups growing at the faster
rate than in developed communities resulting in
higher spending on food.
3: Social Changes- Increasing number of women.
4: Life style Factors- Increasing health
consciousness awareness for convenience
chocolates.
5: Availability of Organized Retail outlets- These
proved much needed forward linkages.
Customer Driven marketing Strategy of
AASRR’s CHOICE
15. 33
In customer Driven marketing strategy we
discuss the CHOICE CHOC-OLATE market
segmentation, target marketing and market
positioning strategies.
Target Market
Primary Market
• Kids - Fond of Chocolates
• Teens - More Experimental
• Youth – Experimental and more buying power
• Working people
16. 33
• Housewives
• Elderly People
Secondary Market
• Travel Industry
• Airlines,
• Movie Theaters, Malls, amusement Parks
• School, Colleges
• Hotels, restaurants etc
Market Segmentation;
Market segmentation is the process in which
marketers divide a market into subsets
(segments) behave in the same way or have
similar needs.
17. 33
It means all marketing process depends on
marketing segmentation and it is the foundation
of all the marketing processes.
CHOICE also divides the market into different
group of customers. We can understand it by
following discussion.
Identify Market Segment of CHOICE
Targeting a group of customers who share a
similar set of needs and wants which
Segmenting the consumer markets. There are
basically four types of segmentation which I
discuss the following.
• Geographic segmentation
• Behavioral segmentation
• Demographic segmentation
18. 33
• Psychographic segmentation
Geographical Segmentation;
Divide Faisalabad in different segments according
to areas, states, regions and markets. E.g. D-
ground, Madina town
It can also be understand from the following
points.
Age and life cycle;
under this type of segmentation the buyers who
mostly prefer the CHOICE CHOCOLATE comes
under the age group of 4 to 50 years.
Gender;
For purchasing CHOICE CHOCOLATE gender
does not matter. CHOICE CHOCOLATE is for all
type of persons whether male or female.
Income;
19. 33
The price of CHOICE CHOCOLATE is reasonable
and affordable, that a pack of chocolate is of Rs
12 so a person can easily buy it.
Generation;
CHOICE will not be much affected by the
generation differences. All type of people likes to
purchase the CHOICE CHOCOLATE when they
want to buy it.
Behavioral Segmentation of AASRR’s
CHOICE
we can understand it by the following points
Decision roles;
the decision role is played by the children and
youngsters. They play an important role in taking
the decision of when to buy the CHOICE.
20. 33
Occasion;
For purchasing the CHOICE no specific occasion
are required. People can easily purchase it on
regular bases also if they needed because of
verity range.
Benefits;
CHOICE is easily available anywhere when we
need it. AND also in its special AASRR’s stores
the supply chain of AASRR’s CHOICE is very good
also it a quality conscious. So there are two main
types of benefits given by AASRR’s CHOICE are
supply chain and quality.
Demographic Segmentation
21. 33
Divide people according to Age, Income, Social
Class, and town. Occupation and their life cycle
Psychographic Segmentation
To analyze the psyche of the people of Faisalabad
we divide them in social class, life style and
personality.
And now the target markets which is selected and
targeted by it is according to age, gender,
occupation and income of potential customers.
But the question is:
How can we choose the target markets from the
different segments?
The answer is that a acronym DAMP is used to
gauge the viability of target markets.
Dissemble; how a segment can be differentiated
from other segments.
22. 33
Accessible; how a segment can be accessed via
marketing communications produced by a firm.
Measurable; can a sufficient return on investment
be attained from a segment’s servicing.
Profitable; can a sufficient return on investment
be attained from a segments servicing.
Market positioning of AASRR’s CHOICE
Chocolate made its position not only in the minds
of consumers but also in the market.
It means what is the view of consumers or
concept about of your product like trough adds
children’s and youngsters view and action after
seeing the ad of your product.
23. 33
To make position in the minds of Customers
AASRR’s moving to used different promotional
techniques through.
By giving add through any superstar
Electronic media
TV
• GEO
• A.R.Y
• PTV
RADIO
• FM 101
• FM 103
24. 33
• FM 98
PRINT MEDIA
NEWS PAPER
• Jang
• Dawn
• Express
MAGAZINE
• Akhbar-e-jahan
• Sunday magazine
• Young world
BILLBOARD
• M-tax chock
25. 33
• D-ground
• General bus stand chock
• Shara-e-faisal
Social media
www.facebook.com/AASRR
www.wapdam.com/AASRR
Twitter and other social networks
MARKETING MIX
Product.
26. 33
CHOICE is made from real chocolate. Its ingredients
include cocoa, butter and there is a glass and half full
cream milk in every 200 grams in every milk chocolate.
CHOICE buys 65 million liter of fresh milk each year to
make CHOICE milk chocolate.
Strategy
The strategy of AASRR’S CHOICR is to continuous
improvement in the quality and features of product. It
is the mission statement of CHOICE to make quality
chocolate which have competitive advantage from the
competitor’s products and it enhances the goodwill of
the company.
• Price
It is an important element of the marketing mix. The
price for a chocolate can determine whether a
consumer will buy it or not it can be determined
27. 33
easily and sales volume tells about that price is
reasonable or not.
If competitors charge the low price than the
AASRR’s CHOICE chocolate, it is automatically
affect the company’s profit.
Strategy
AASRR’s CHOICE applies the reasonable and
affordable policy to charge the price from its
competitors. Because it is the vision of AASRR that
CHOICE is in every pocket. It charges the fewer price
from its competitors and provides better quality also.
We can say it is used penetration strategy because
have low prices as compare to its competitors and have
long life cycle of the product. AASRR wants to survive
in the market for long run. We will adopt the Marketing
following pricing strategies to set the price of our
product:
Cost-plus pricing
Method¬Skimming
Marketing Skimming
28. 33
Delight is using Price skimming strategy. It is a pricing
strategy in which a marketer sets a relatively high
price for product or service at first, and then lowers
the price overtime.
Cost-plus pricing Method:
A pricing method used by Delight because it is easy to
calculate & requires little information. This method
determines the cost of the product that used direct
cost, in-direct cost and fixed cost whether related to
the production OR sale of the product.
PRICE RELATED
29. 33
Suitable price starting from Rs/12(one pack
containing 2 chocolates) and ends up with the
customer’s choice. Depending on how many pieces
our customer wants to buy in one pack.
OUR PRICE
SCHEDULE
Product Quantity Price in Rs
Choice 2 pieces Rs.12
Choice 4 pieces Rs.26
Choice 8 pieces Rs.50
Choice
Multipack
From 16 to
consumers
dependable choice
Rs.100 & so on
dependent on
pieces
• Place
30. 33
AASRR’s CHOICE is produced at the chocolate factory
in Faisalabad in Pakistan. After the chocolate is
produced and goes through the process of all quality
checks. It is transported to the staff rooms and then
AASRR’s sells it product to shops.
Strategy
The placement strategy of AASRR’s CHOICE is to sell
the chocolate at every corner shop, super stores,
baker’s shop, it also included AASRR special chocolate
shops where customers can customize their order
according to their occasions. It is the mission
statement of AASRR to provide chocolate to all type
and class of customers. Included Distribution Channels:
Our distribution channels Marts and Departmental
stores, Super stores. Bakeries in Faisalabad are: edible
market stores. We mainly focus on the retailers &
Bakeries because they are the only source which
delivers our product to the final consumer.
• Promotions
31. 33
The purpose of promotion is to communicate directly
with potential and actual consumers. In order to
encourage them to purchase CHOICE chocolate the
AASRR used different promotional tactics.
Strategy
AASRR is used press and electronic media to motivate
the potential and inspires the actual customers to
purchase the product of AASRR
Promotion is an important element of marketing mix
because if it is not well planned then company is unable
to increase it sales.
The company gives discounts on different occasions.
To inspire the Consumers of chocolate to purchase the
AASRR’s CHOICE the company made such type of ads.
To encourage the youth class the company hires the
superstars for advertisement of the products which
inspires the all type of consumers who want to eat
sweet
Positioning strategy of AASRR’s CHOICE
32. 33
Positioning is all about that what is the customer
concept or image of your product in the minds of
the people who likely to purchase the product.
It also concerns about what is the position of
your product in the market.
We can say every aged person wants to buy
AASRR’s CHOICE chocolate and they also don’t
know why they are purchasing the AASRR’s
CHOICE even they don’t want to purchase.
Slogan of AASRR’s CHOICE
Slogans also play an important role to position a
positive concept in the minds of customers like:
AASRR’s CHOICE is a brand of chocolate bar and
different shape of chocolate made by the
34. 33
SWOT Analysis of AASRR’s Chocolate
• Strengths
Customers of chocolates are not much price
sensitive. Consumers can easily place and choose
to order
• Weakness
AASRR’s aims to be available in every store but
though we are available in every store but not in
medical store and stores on petrol pumps because
of price ranges
35. 33
• Opportunities
Huge untapped urban population (middle class
population)
• Threats
Threat from free availability of imported brands
METHODOLOGY
As mentioned earlier, the objective of the study
is to formulate a Marketing Strategy for any new
entrant in the PAKISTANI Chocolate Industry.
While recommending the said strategy detailed
information from both primary and secondary
sources was collected and analyzed. This included:
36. 33
Primary Sources
Four level primary information collections were
undertaken. These were:
In order to get relevant information regarding
competition, executives of the following
chocolate players in the market were interviewed:
Mr.AMEEN , Branch Manager, AASRR’s Pak Ltd.,
Zam Zama Building, Connaught Place, Karachi
Information: AASRR’s profile, products, shops,
distribution, etc.
Information: Complete marketing strategy-since,
imported chocolates marketing is a new concept
To analyze buying behavior and in order to gain an
insight into the buyer need-satisfaction level, a
questionnaire was formulated and administered
among 80 people.
The profile of the respondents was as follows:
Consumers of chocolates – 12 years + in Karachi.
37. 33
This was since; chocolate consumption was
witnessed amongst all age groups.
A distributor was also interviewed so as to get
pertinent information regarding the most important
‘P’ of FMCG marketing – Place, and information
provided by Saif Dewan, he is a Brand, Sales and
Distribution management specialist, an impact
player in Business Development strategies, brings
with him fifteen years of blended experience of
(FMCG) Sales, Marketing and Distribution
Management. He has been associated with leading
organizations of Pakistan including Mitchell’s and
B.P sweets where he worked at strategic
management positions. Dewan is presently
associated with Muller & Phipps Pakistan (Pvt.)
Ltd., as Business Development Manager. He has
diverse experience in conducting strategic sales
management, team building and leadership
programs for organizations such as Mitchell’s, B.P
Industries, Muller & Phipps Pakistan, Meezan
38. 33
Bank, EFU General Insurance , Premier Agencies
and many renowned educational institutions
including University of Karachi and SZABIST etc.
He received his Hons. And Master’s Degree at
the University of Karachi, where he majored in
economics, with marketing and management
Secondary Sources
A number of secondary sources of information
were used. These were:
Information: Industry statistics, problems facing the
industry, future outlook, etc. Also measures being
adopted for cocoa production development
Confectionery and Chocolate Industry of Pakistan
Extensive use of secondary information in the form
of magazines/journals/newspapers clippings, such
as Business World, Business Today, Business
Pakistan, Brand Equity, Economic Times, etc.
The methodology adopted was as follows:
39. 33
Industry scenario Sketch (utilizing secondary
information)
Extensive interviews held with Primary/Secondary
Sources
(Companies/Chocolate manufacturers Association)
Interview with ex-distributor of Nestle Pakistan Ltd
Extensive retailer interviews with the retailers of
other chocolates brands
Formulation and administration of a questionnaire
Formulation of the Recommended Strategy on the
basis of the above mentioned Primary and
Secondary Information
THE
INDUSTRY
SCENARIO
With the entry of
multinationals and
home companies
sprucing up their
act, the confectionary market is booming.
40. 33
Mckinsey has estimated the confectionary
industry to touch a whopping Rs.8500 cr. by the
year 2009.
Till the eighties, the chocolate market was small
and the product category itself was fuzzy.
AASRR’s focus its efforts on making chocolates a
distinct category with an identity of its own. And
the marketer had sharply positioned its product
at children to do that. Hence, chocolates bore an
“only for kids” tag, and kept adults at bay.
Hence chocolate still ruled the roost with over 80
% market share. And though several brands – like
Cadbury and other brands in Pakistan which tried
to break into the market, none of them had
succeeded in shaking the leader’s grip
AASRRs want to become a brand virtually generic
to chocolates. Then chocolates were used to
reward and reinforce positive behavior and hence
were categorized as a luxury reserved for special
occasions. This was, a stark contrast to the west
41. 33
where chocolates were snacked on, eaten as mini
meals or just to suppress pangs of hunger.
Trends in the Industry
With socio-economic changes rapidly taking place,
the young and not so young population will lead a
new life style and chocolate eating is definitely
going to be widespread and acceptable.
In the industry, both population and family
incomes as well as urbanization are on the
increase.
There has been a significant growth in the middle
class, with 5.8 million people having upgraded to
the quoted middle class.
There is quantified data on FMCG usage having
increased
Thanks to the above reasons the growth in the
chocolate market is estimated to be at 28% in
2009. But marketers in the industry are looking
forward to a much higher growth rate.
43. 33
AASRR’s menu includes more than 28 types of
chocolate verity.
Comparison with BUTLERS in Pakistan
AASRR’s and BUTLERS
AASRR available in its
own special stores as
well as super markets
and other shops
Butlers has a available
to be sold in specific
store
It emphasis on
delivering quality brand
with luxurious packaging
It emphasis on
delivering good quality
A little price sensitive Not much price
sensitive
AASR
R
AASR
R
44. 33
Range of verity of
chocolate flavors and
chocolate packaging
while butlers has a
range of chocolate but
not of luxurious boxes
but of packaging
MARKETING OBJECTIVES
• Short Term Objectives
Taking into consideration the growth rate of the
market & competition with major brands, the
marketing objectives can be as under:
To introduce chocolates in various new flavors
To make a place in consumers mind
To provide quality chocolates at affordable price
45. 33
To achieve a market share of around 15% by the
end of two years of operation by the means of
7.5% by creating the new market.
7.5% by taking competitors share.
Long Term Objectives
Investing in strengthening the grass root level
operations like cocoa farming, milk collection and
storage.
A broad product portfolio, a large and efficient
R&D department, decentralized management, etc.
Nestle has about 2000 distributors in 1700 towns
and more than 500,000 retail outlets – to match
this.
MARKET RESEARCH
46. 33
In order to recommend and execute an effective
strategy for marketing of goods & services, a
systematic market research needs to be
undertaken. The buyer preference research
would play a vital role in the assessment of
consumer’s taste/purchase habits and a better
understanding of the consumers mind. In fact the
strategy formulation/recommendations in this
report of the marketing mix rely heavily on these
research findings.
A questionnaire was administered (as mentioned
in the Methodology) amongst people of different
age groups and professions. Results from this
research provided interesting cues, which were
extremely beneficial in the formulation of the
recommended marketing mix.
The main object of this research/questionnaire
was as follows:
To find out the current taste/chocolate eating
habits.
To find out the extent of brand loyalty
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To get feedback of consumers perception about
flavors and conventional outlets
To find out extent of price sensitivity
Retail outlet preference
Brand preference etc
OBSERVATIONS
Based on the basis of the questionnaire research,
some of the facts that came to the fore have
been listed below. These research findings played
a key role in the development of the
recommended marketing strategy.
AWARENESS – PURCHASE PREFERENCE
Top of Mind Awareness
Purchase Preference
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What influenced you to buy the selected brand?
PURCHASE BEHAVIOUR
Reasons for Purchase
Chocolates – A gift to a love one
IMPULSE DRIVEN
Most of my chocolate purchases are preplanned
I often pick up chocolates while I make other
purchases
REINFORCING IMPULSE PURCHASE
IMPORTANCE OF ATTRIBUTES – PERCEPTUAL
MAPS
Importance of various Attributes in AASRR’s
Chocolates definitely going to keep their
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consumers to go with customization and
personalization option.
Rank of Chocolates on various attributes for
CHOICE through Experimental marketing
Attribu
tes
Taste
(flavor)
Quality Packaging Price RANK
1 Choice Kit Kat Choice CDM 1
2 Kit Kat Choice CDM Choice 2
3 Cadbury Perk Kit Kat Perk 3
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4 Perk Cadbury mars Kit Kat 4
5 jubilee mars perk mars 5
FUTURE OUTLOOKs
The growth and expansion of the PAKISTANI
chocolate market in the past has been hampered,
due to stiff excise duties on chocolates (at 18
percent – while other agro based products are being
charged as low as 8% and a few, even 0% excise)
and non-availability of quality cocoa in the country.
Also, import of chocolates has been put in the OGL
category, with duties being reduced (in a phased
manner). The industry has made recommendations
to the Pakistan government to go back to the special
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item list category, in order to safeguard the domestic
industry.
However, continuous marketing focus by the players
in the market has resulted in the industry looking up
like never before. These companies/brands have
become much more market savvy. The Pakistan
chocolate market is transforming and new players
(Sara Lee is planning to set up base in Pakistan) are
entering the market. Hence, considering the low per
capita consumption of chocolates, the future of the
industry seems to upbeat with the reference of
AASRR & CO. Our going concern is quality dry fruit
chocolate but for the near future we were moving
and control our map toward new products in the line
for beverages some more new chocolate flavor with
fruits and coffee flavor with lots of more new
additions in our product line we keeps our promise
of delighting our customers forgo