Marketing plan of k.mania launching new product pep up juice
1SUPERIOR UNIVERSITY Project of Marketing Plan for New Product Launch Presented to: Ms. Ayesha Zahid Presented by: Usman Ali Manzoor 11315 Abubakar Sadeeq 11361 Mohsin Abbas 11309 M.Arslan kyani 11344 Saima Rafiq Masih 11361
2Company name: K .MANIA (PVT) Limited CompanyCompany logo:Product name: PEP UP JUICEProduct logo:
4 Executive SummeryThe report explain the marketing plan for launching a fresh juice named Pep up Thisproduct has been made by the K.MANIA (PVT) Limited Company is improved from theministry of health. In the beginning of the report we have explained the mission and visionof the K.MANIA (PVT) Limited Company. And then we have future carried out our. It willbe introduce in the market with the help of various promotional display advertisements anddistribution of fee samples to the general public and financial institutionThis report examine that this product is initially launching in Lahore’s domestic market thestudy included both primary and secondary research. The primary study focused on a surveyof the competitors and the liking and disliking of the people. Through this strategy companycan penetrate more into the market and can attract the bulk customersFor the purpose we have contracted SWOT analysis of the company to see company’sstrength, weakness opportunities and threats. Then we have explained the purpose benefitsand objectives of the product.Then we have made a marketing mix strategy for our product. We have divided market intodifferent segment and decided to target customers of all ages.We have also paid special attention to packaging color and price of the product. We havedecided to place the product in all the markets of Punjab specially canteen of college anduniversitiesWe will promote our product through various means of advertisement. We shall alsoconduct market survey in near future to know the opinion of the public about our productand developed our product accordingly.
5 The Mania (Pvt) CompanyVision “Be the global leader in customer value”Mission“To set world class standard in juice industry through providing a diverse range ofhigh quality products that are prepared in according with Islamic principalsserving to satisfy customers tasting and need and serving the society”The K.Mania in LahoreThe Mania will commence its operation in Lahore from February 2011. The factory facilityhas been founded on 25 canal area of land in the industrial area ferozepur Road Lahore.The factory is expected to match the demand of our product. We have ensure theinstallation of modern sophisticated and efficient equipment confirming to the very lateststandard of “Good Manufacturing Practices”
6Introduction To “Pep up”People started too perished under the scorching the heat of summer in our country theyneed of energy drink to refresh themselves Pep up is a fresh juice product. It provideenergy 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 freshnessand proteins are the energy cells that are recharge the human body so they work at theirmaximum.The students employee and workers all field of humans become tired due to the workburden and sunlight which make them feel lose. They need an energy drink that makethem energize so they may be able to perform better again and feel fresh. Slogan “Refreshing world”Ingredients are: • Mango apple pine apple banana grapes mix • Artificial colors • Stabilizers • Ascorbic acid • Beta carotene • SugarObjectives • To increase market shares • To increase the length of product line • To increase profit • To satisfy customer • To face the strong competitors
7Current Market Situations“Pep up” is fresh juice product that is going introduce in Lahore domestic market. Weare focusing to all levels are generation. The price of Pep up is moderate because it isfor allMarket segmentationsThe consumer of “Pep up” consists of the followings:Geographic: • A zone (Gull berg, MM Alam road, Defense) • B zone (Garden town, Model town, Wahdat road ) • C zone (Moon market, Multan road, Allama Iqbal town) • D zone (Upper mall, Railway station, Dharma PuraDemographic: • Kids • Elders • Patients • Etc.Our competitorsThe Pep up is currently facing very competitive environment. Because already in marketfollowing compotators are: • Shezan • Nestle • Benz • Country • Coca cola (aosis)
8Product reviewThe PEP UP is available in 250ml size and in different flavors • Banana • Mango • Grapes • Mix • Orange • PineappleCOMPETITIVE REVIEWPEP UP CompetitorsThe competitors of PEP UP are more than ten. Shezan and nestle are leading marketright now and other companies are also have a great image in market. Shezan andnestle have loyal customer in all over the Pakistan because both are from so many yearsin market. Our aim to compete our all competitors in short period of tomeOur main competitors are andCompetitor’s Qualities • Good distributions channel • So many flavors • Standard and attractive packing • Large production and market coverage • Availability in various weights packing
9Price Minimum price of juice is 15 R.sPlace Shezan has a large market share in PakistanSales Sales 2009 (Year ending Jan 2010) 2728709000Promotion They promote this product through a. Electric media b. Print media c. FM radio d. Wall chalking
10Product Nestle beverages is product by nestle internationalQualities of nestle a. large promotion and market coverage b. large range of flavors c. high availabilityPlace Nestle has a large market share in PakistanChange vs. June 2008 CHF Reported Organi Reported Constant Millions Jan- c currencies Sales June growth 2009 Group 52267 +3.5% -1.5% +2.8% Food & 48313 +3.4% -2.0% +2.7% beverages EBIT Margin Group 14.1% _ +30 bps +30 bps Food & 12.4% _ +10bps +20 bps beverages Earning per share Underlying CHF 1.46 _ +3.5% +8.5% All calculations based on non-rounded figures
11Strategy Creating share value global forum Good pricing Better quality By offering different flavors Intensive distribution Attractive packagingSWOT Analysis of K. ManiaStrengthWeaknessOpportunityThreats 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 monthsWeakness • New in juice industry • Small distribution network • Strong competitors • No market share • Limited experience of customersOpportunities • 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 Lahore being a develop city
12Threats • Political instability • New entrance of exiting competitors • So many competitors • Retaining consumers • Economic instability • Increase of general sales tax • Development of plantMarketing Strategy and ObjectivesThe 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 Geographic segmentation • Region • City
13 • Rural and semi urban areas 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 product3. Targeting We will target the following customers Kids Youngsters Mature Old age persons
14Marketing 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 In order to accomplish this objective, the company has established sales, marketing and support teams. 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 AppleBrand nameThe name of our product is “PEP UP”
15QualityHigh quality assurance would be our first priority. This would be ensured by Implementing high quality standards Total quality management Acquisition of high quality raw materialsDesign Pep up is the sweet, Pep up juice with an eye catching tetra packFeatures 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 packingQualityHigh quality assurance would be our first priority-high performance would be: • Implementing high quality standards • Total quality management • Acquisition of high quality raw mate
16PackagingProduct units are packed in 6-layered Tetra Brick Aseptic.SizeOur product is available in 250 ml pack.3. Pricing PlanOur price includes custom services and other expenses. Passage through its life cyclechanges its price strategy. To attain large market share prices should be at moderatelevel to seek attraction of large number of consumerPricing in Pakistan Rupees Fruits cost Rs 3/- Factory over head Rs 5/- Miscellaneous Rs 2/- Retailer margin Rs 2/- Profit Rs3/- Total price Rs15/-According to our above pricing plan we have decided to offer the product to customers atRs.14.The price is very much competitive and offer is feasible enough to catch a largepercentage of market shares.
17PRICE AND QUALITY GRID:This grid shows what pricing strategy a firm is perusing; LOW PRESENTATION PRODUCT DEVELOPMENT PRICE HIGH MARKET DEVELOPMENT DIVERSIFICATION LOW HIGH 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 itsstrategy 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
18Core sources of promotion: • electronic media • print media • cable network • billboards • hoardingsELECTRONIC MEDIA:CHENNEL TIME DURATION TOTALGEO Prime time & Post prime time 1 min 1215000DUNIYA Prime time & Early day 1 min 180000NEWSAJJ Early day & Prime time 1 min 175000NEWESSAMAA Early day & Prime time 1 min 280000NEWSTOTAL 2090000
19PRINT MEDIA:NEWS PAGR COLOR SIZE DAILY WEEKLY CHARGESPAPER OR BASIS BASIS BLACK & WHITEJANG FRONT COLORED STANDARD DAILY 18600 SIZEEXPRESS MID COLORED STANDARD DAILY 5000 SIZEDIN FRONT COLORED STANDARD DAILY 15000 SIZETHE BACK COLORED STANDARD DAILY 17500DAILY SIZETIMESNAWA-E- BACK COLORED STANDARD DAILY 15000WAQAT SIZEAKHBAR- BACK COLORED FULL WEEKLY 600000E-JAHANTOTAL 683000
21CABLE NETWORK:LOCATION TIME COSTGULBERG 6:00pm to 10:00pm 30000MULTAN ROAD 10000Scheme Mor 25000Wapda Town 20000Total 85000BENEFITS:Following are the additional benefits which are offering to the customers to give themvalues: • Give five rappers and get one juice pack • Purchase ten pack & get one free juice • If you purchase one crate of juice then you would able to participate in lucky draw for following:PLACE:Distribution reviewsTo assure the availability of its product * PEP UP * juice has established affective dealernetwork
22The main target of these juices is Lahore. Manufacturer DISTRIBUTOR RETAILER CONSUMERThe end consumer would then purchase “fresh “from the retailer. The distributors are themost reliable distributor in the region.BUDGETING:S. Description AmountNo 1 Cost of land 25000000 2 Raw material 5000000 3 Stationary 50000 4 Office expenses 100000 5 Furniture 500000
23 6 Staff salaries 50000 7 Freight inward charges 60000 8 Repair & maintenance 150000 9 Research & development 9000010 Technology 100000011 Marketing & media expenses 6648630 TOTAL 38648630CONTROL:This is the main and last element of the marketing planning by using this we can checkthe standard of our product for the purpose of correcting any error if occursThere are three main functions are performed under this element of planning: • Measuring • Comparing • CorrectingMeasuringWe can check marketing condition through meaning in which different type of task maybe performed like • SurveysSurvey for the future:In order to learn weather people would like to buy our product, we have decided toconduct a market survey in future so that we can assure that people like our product ornot.
24Comparing:In controlling process we compare our product with our standardsCorrectingIf any problem occurs then correcting process will take place in witch we found that fromwhere the problem will arises.1. Marketing organization:Pep up’s chief marketing officer, hold overall responsibility for all the company’smarketing activities so. There are other subordinates with him to help the salescampaigns, trade and consumer sales promotion, and public relation efforts.2. Action programs:The “PEP UP” will be introduced in May .following are summaries of the programs wewill use during this summer session to achieve our stated objectives.May we will initiate 80,00,000 rupees trade sales promotion campaign to educate dealersand generate excitement for the product launch , and provide sample crates to ourselected product reviewers, opinion leader and celebrities as part of our public relationstrategy.June we will start with integrate print /television campaign. The campaign will show howmany features the “Pep up” have for users to reenergize them.July as the juice advertisement continues, we will add consumer sales promotion byincluding 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 throughsurvey who have used our drink which ill help to promote our juice.
25Reference:SPECILY THANKSNAEEM MANSOR FROM MARKETING DEPARTMENTEMAIL: NAEEM MANSOR@YMAIL.COMA.R.AWAN (MARKETING MANAGER) AL-QARNI GROUP OF COMPANIESEMAIL: firstname.lastname@example.orgBibliography:www.mickinsey .comwww.wikipedia.comwww.Nestle.comwww.angrofood .comwww.shezan.comwww.marketing.comPlease give me or guide me with your commentsUsman Ali Manzoorusman2riz@hotmail.comcontact no: +923224247815________________________________________________________________