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1. Marketing Plan
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Care
(knows child better)
BBA-3rd (evening)
Group Members Roll no
Waqar Yunas IU-3346
Kashif Saeed IU-3323
Abdul Wahab IU-3321
Submitted to: Sir Adnan Iftikhar

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Acknowledgment:
First of all Thanks to Almighty ALLAH who made it easy for us than we would like to
thanks to our respected teacher Sir. Adnan Iftikhar who gave us the golden opportunity to work
on this project “Care gripe Water” Which also helped us a lot to research about the market
people need and helped us in our field also. After doing this project we came to know about so
many new things. Sir We are really thankful to you God Bless You.
I am personally thankful to my friend recently have done MCS who helped me a lot in
doing this project than thanks to all my group members Abdul Wahab, Burhan Akram, Anees
Haider, Kashif Saeed and myself Waqar Yunis. They put full of their effort in this project and
worked for late night to made it better.
Thanks to my parents who prayed for me in every step of my life

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Contents
INTRODUCTION TO COMPANY: ............................................................................................................................................... 4
EXECUTIVE SUMMARY............................................................................................................................................................... 5
1. Sustainable water & packaging ..................................................................................................................................... 5
2. Baby protection and make them enable for healthy food ............................................................................................. 5
CURRENT MARKETING S ITUATION ....................................................................................................................................... 5
SWOT ANALYSIS…………………………………………………………………..……………………………………………..7
OBJECTIVES: .................................................................................................................................................................................. 9
MISSION: ........................................................................................................................................................................................ 10
MARKETING STRATEGY……………………………………………………………………………………………………….9
ACTION PROGRAM………………………..……………………………………………………….…..………………………10
BUDGET…………..………………………………………………………………………………………………………………11
CONTROL……..………………………………………………………………………………………………………………….11
REFERENCES ……………..……………………………………………………………………………………………………..12
APPENDIX………………………….…………………………………………………………………………………………….12

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Introduction to Company:
Care is a leading company founded by four friends in 15-12-2013 by six friends Mr. Waqar
Yunis, Mr. Burhan Akram, Mr. Kashif saeed, Mr. Abdul Wahab, and Mr.Ghulam Murtaza. Care
is new in market but we have targeted the marketed that is very attractive for business
opportunity. The strategic direction of the company Care is Health and Wellness of kids. We
also believe that good food means treating your children so that is why Care launching the Care
gripe water that enables children for good food.
The company has only priority to bring the relevant and same products to market for the purpose to
bring to people which is most specially for kids,, where they are. The logo of the company is designed
which is clearly shows that how mother loves her children that is why we circled both of them in pure
water drop. Which shows the security and healthy babies that the water is specially designed for kids to
eat food properly and healthy.
Products:
Our first brand is gripe water for baby that we took initiative towards the market that very less
company in Pakistan has focused to. As per our survey we identified many of the market segments than
we evaluate the segment that we choose because of high demand in elite and middle class people. Our
next product will be baby care food, Mineral Water, baby toys, baby clothes, coffee and so on.
Aim:
When we conduct a survey we identified many cases of mothers who face regarding their children
that her children do not eat properly and weeping so on . We target that market for Economic purposes
and to resolve the issue of mothers. Our Mission and goals is simple and clear to care the kid regarding
their health.
Our Value proposition ‘knows child better’ means that we know your child very well and we are taking
step to resolve your issue by making your baby enable for good food.

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Executive Summary
Care is preparing to launch gripe water for children in market. The purposes of launching
gripe water are to by enabling children towards healthy food. As seeing to the problems of
mother and her consciousness about children we are targeting this specific segment to take the
advantage of that opportunity to resolve the issue of mothers and to build strong unique position.
The primary objective of Care gripe water is to gain access on the desire market share
and to be the first brand of Pakistan. We are specifically targeting kids and want to build strong
customer relationship and position our brand by delivering superior quality product that meet the
need of consumer. The secondary financial objective of Care is to run the business in breakeven
(no profit no loss) or may be profit in first three months. And then to achieve first year sales
revenue of 100,000 (Reference: 1A)
We have very less competitors in market. Being a company conduct a survey and
understand the anxiousness and the problems of mothers. How they care of their baby and what
she consider for her baby good health (e.g. WATER). (Survey Report attached in appendix)
Make a good contact with the mothers. Aware them about our product and the benefits of using
our brands to build a distinctive image in their mind about our brand.
1. Sustainable water & packaging
2. Baby protection and make them enable for healthy food
Current Marketing Situation
Target Market
Today in the world a Huge problem of water and as of according to expert that by 2030 Half of
the Asian continent will face a problem of paucity and shortage of water for drinking. Specially
for small children (0-4)
In Pakistan Young people Comprise to 40% of the total population in which 14% are four years
or younger. Given large population base 173 million Young people present a lucrative business
opportunity to markets, looking at this situation We noticed that the mothers are very anxious
about the good health of their child and consult good food and water for their child.
(Reference: 2A )

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Fig 1.1 Target Market
Ref: http://www.lonelyplanet.com/maps/asia/pakistan/islamabad-and-rawalpindi/
Customer Need:
As per our survey we identified the basic need of mother is good health of their children. And high
demand for gripe water specially in area where middle and elite class people are settled are very careful
about the good health of children.
Market Description: Care water is specially produced for kids who do not eat food properly. So
we have targeted specific segment demographically, geographically, and psycho graphically.
Product Review:
We are new in market, our first product offers the below features
 Quality water that make children healthy and enable them for good food.
 500 ml bottle that can affordable.
 Economic Prices.
Competitive review: We have very less competitor in market like Aquafina, Naunehal, Nestle,
Kinley, gourmet etc

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Nestle: Nestlé Pakistan Ltd is a subsidiary of Nestlé S.A. - a company of Swiss origin headquartered in
Vevey, Switzerland. It is a food processing company, registered on the Karachi and Lahore stock
exchanges and operating in Pakistan since 1988 under a joint venture with Milk Pak ltd and took over
management in 1992. For ten years in a row, the company has won a place among the top 25 companies
of the Karachi Stock Exchange.
Kinley: Knley is a brand of still or carbonated water owned by The Coca-Cola Company and sold in
many large European and Asian countries. Its carbonated forms are used for mixers, and also available in
a variety of fruit flavors.
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The Kinley brand is used by Coca-Cola for two types of drinks:
 A carbonated water with a wide array of variants: tonic, bitter lemon, ginger ale, club soda and fruit
flavored. Available in Austria, Belgium, Bulgaria, Czech
Republic, Denmark, Salvador,Germany, Hungary, India, Israel, Italy, Lithuania, Luxembourg, Maldi
ves, Moldova, Nepal, Netherlands, Norway, Poland, Romania, Slovakia, Sweden, Switzerland, West
Bank-Gaza and Zambia
 A high quality water available in Afghanistan, Bangladesh, Bulgaria, India, Maldives and Nigeria,
pakistan
Aquafina: Aquafina is a brand of purified bottled water products produced by PepsiCo, consisting of
both unflavored and flavored water. The Aquafina brand name is also licensed for use on multiple skin
care products, including lip balm and wrinkle cream.[1] It was first distributed in Wichita, Kansas in 1994,
before becoming more widely sold across the United States, Spain, Canada, Lebanon, Turkey, the GCC
countries, Iran, Egypt, Vietnam, Pakistan and India.
Distribution: Through Media is first priority like, Newspaper, Magazine, and as well as social
media, FM broadcasting. And also conduct survey about need so direct contact with customer
can motivate them more.
Distribution Channel Fig 1.2
Ref: http://www.web-books.com/eLibrary/NC/B0/B66/074MB66.html

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SWOT Analysis:
The Care has powerful strength to build strong customer relationship. Because of less
competitor. But our major weakness is lack of brand awareness and features benefits. The major
opportunity is a high demand of gripe water to eliminate the problem of mothers. Our major
threats may be failure if the classes we target not accept the brand.
(Reference: 3A
SWOT Analysis Fig 1.3
Ref: http://www.gliffy.com/uses/swot-analysis-software/
 Strengths:
 Less Competition : Care is a leading company. We have no close competitor in
market to target the market that we targeted. Since there is high demand in market so
this will help us generate revenue
 Knows Child better: This short statement defines our goals that we only baby
market and we are conscious about their health as mothers are.
 Educated staff: we have educated staff and management those who are actively
providing their effort to add value in our product to make it unique from competitor.

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 High demand in Elite and Middle class: As we all know that the mothers from
Elite/Middle class are very conscious about their children. They will easily adopt our
brand.
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 Weaknesses:
 Lack of Brand Awareness: Since Care is new in market so the customer of product
is unaware from the benefits and quality of Care.
 Only One Size Bottle: We are dealing in only one size bottle so it becomes our
weakness because customer may require 1 liter. Or 250 ml bottle.
 Opportunities:
 Expansion in new Market: After getting success in current market can motivate us
to add product portfolio in our product line or develop new market.
 Revenue generation: At initial stages the revenue may less but as for as our product
make an distinctive image in the mind of customer may increase our revenue
generation.
 Threats:
 New In Market : As care new in market it is major threat for care if the target market
do not post purchase or give feedback about product, like if the customer do not
accept the brand so this will be issue for care.
 Easy Entrance for competitor: There is no barrier and no restriction for competitor
to enter in market so this is also threats for Care to lose the Market share.
Objectives:
 To be the best and quality brand in Pakistan.
 To meet the need and requirements of consumers.
 To capture the desired market share from competitors.
 To do well into the life of Children and consumers.

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 To be the number one company of Pakistan.
Mission:
Care is the world’s leading company. Our mission of “knows child’s better” is to provide
customer (Mothers)/ consumer (Child) with the best and quality product. And to make them
aware that we care about your child and their health.
Marketing Strategy:
Care marketing strategy is based upon the positioning itself and differentiating itself in market.
Care will Position itself in market as an aggressive, innovative company product that deliver the
market high quality product to meet the need of customer. Our primary customer target is Middle
and elite class people who are careful about their children.
1. Positioning: we are positioning the care as quality product for kids by adding and
delivering the desired value to our customer.
2. Pricing Strategy: The Care gripe water will introduce at Rs. 85 /- wholesaler and Rs 99
/- retail price per unit. We are willing to reduce the price by launching or adding product
to our product line later. The price is reflecting a strategy of taking share from “Naunehal
Gripe Water”.
3. Marketing Communication Strategy: Our Marketing Communication Strategy fully
depicts that we will hire educated salesman to motivate the customer to buy our product
and take benefit from our product.
4. We are just dealing with only one size of bottle which may be fulfill the need of few
people in market while some requires large and some requires small bottle which may be
an issue for company so after launching and getting the feedback from customer it must
to change the size of the bottle maximum to 1 liter. Minimum to 250 ml bottle.
To create customer value it is must to fulfill the need of customer as they want so
because we are new in market and we have less competition in market so if we success in
market this will motivate us to add more product line to our product portfolio.
. (Reference: 4A)

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Action Program:
The care is going to launch their first product in February 2014.
1. January: we are gathering information about the product about the competitors and the
market situation interviewing with mothers and identifying their problems relating to
their kids. Our educated staff will communicate the features of our product benefits and
advantages
2. February: Starting manufacturing of gripe water process are as follows:
A. UV light Disinfection
B. Filtration
C. Storage tank at spring site
D. Tanker to Plant
E. Offloading station
F. Filtration
G. Carbon Filter
H. Storage at Plant
I. Filtration
J. UV light disinfection
K. Final Filtration
L. Final Ozonation
M. Filling
N. Bottle capping, Labeling (Reference: 5A)
After all that above process than finalizing the packaging, hire the salesman, to train
them.
3. March: After Making Stock of care than we will go through for advertising and
distribute the Care water as per Reference 3A. our first priority to directly communicate
with customer
A. Direct Sales: This is our first priority because we are new in market that is why
we hired and trained educated staff to communicate the benefits and features of our
product
B. Retailer: We will deliver our product to retailer through salesman
C. Wholesales: We have clear strategy to give product to wholesaler as bulk with
Rs 85/-
.

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Budget:
We are Purifying water with many beneficial steps as per Reference 6A since it cost high
to us at Rs 50/- per bottle. We have retail priced it at 99/- because of the expenses of
transportation or supplier charges etc. it costs to us at 63/- per unit. So we are gaining
very less margin of Rs 22/- per Unit.
As per Market survey we concluded the first month expected unit sold is 1000 units
which may gives us a expected total cost of
1000 x 63= 63,000
And the expected Revenue may be for the first month will be
1000 x 85=85,000
And the expected profit for the first month is
1000 x 22=22,000 (Reference: 6A)
Controls: we have clear motive and clear strategy for monitoring the performance of
each and every person involving manufacturing process.
because we are new in market we want to differentiate and position ourselves in the mind
of customers by delivering quality product.
this will enable us to react very quickly in correcting any problems that may occur.
(Reference: 7A)

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References:
Reference are the material helped in making marketing plan taken from the internet or
reading books and other recourses which may be demonstrated below
Start from A1 and so on.
Reference 1A: Book name: Principle of Marketing 13th edition
Authors: kotler, Armstrong, Agnihotri, Haque
Page No: A2 appendix 1
Reference 2A: Book Name: Principle of Marketing 13th edition
Authors: kotler, Armstrong, Agnihotri, Haque
Page No: 62
Reference 3A: Book Name: Principle of Marketing 13th edition
Authors: kotler, Armstrong, Agnihotri, Haque
Page No: A5 appendix 1
Reference 4A: Book Name: Principle of Marketing 13th edition
Authors: kotler, Armstrong, Agnihotri, Haque
Page No: A7 appendix 1
Reference 5A: Recourse: From internet
Link: https://www.facebook.com/l.php?u=https%3A%2F%2Fus-mg5.
mail.yahoo.com%2Fneo%2Flaunch%3F.rand%3Dflrahfpa4g6e4&h=GAQGIKc39
Reference 6A: Book Name: Principle of Marketing 13th edition
Authors: kotler, Armstrong, Agnihotri, Haque
Page No: A9 appendix 1
Reference 7A: Book Name: Principle of Marketing 13th edition
Authors: kotler, Armstrong, Agnihotri, Haque
Page No: A7 appendix 1

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