A class project: Principles Of Marketing

1. RIPHAH INTERNATIONAL UNIVERSITY
Project of Marketing Plan for New Product Launch
Presented to
PROF. ARIF
VASEER
Presented by:
MISBAHULLAH 16328
MUHAMMAD WAQAS 16418
AWAIS SHAH 16288
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2. M RAMEEZ 17233
Company name:
SUN RISE (PVT) Limited Company
Company logo:
Product name:
FRESH VITA JUICE
Product logo:
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3. Contents of Marketing Plan
Part: 1 Executive Summery
Part: 2 Purposes and Mission
Part: 3 Situational Analyses
• Product Market Analysis
• Distribution Analysis
• Competitor Analysis
• Financial Analysis
• Other Analysis
Part: 4 Strategy and objective
• Marketing strategy
• Marketing objectives
Part: 5 Technical programmed
• Market
• Product
• Promotion
• Distribution
• Pricing
• Other
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4. Part: 6 Budget Performance analysis implementation
• Budget and analysis
• Implementation
Part: 7 Additional considerations
Executive Summery
The report explain the marketing plan for launching a fresh juice named Fresh Vita This
product has been made by the Sun Rise (PVT) Limited Company is improved from
the ministry of health. In the beginning of the report we have explained the mission and
vision of the Sun Rise (PVT) Limited Company. And then we have future carried out
our. It will be introduce in the market with the help of various promotional display
advertisements and distribution of free samples to the general public and financial
institution.
This report examine that this product is initially launching in Rawalpindi ’s domestic market.
The study included both primary and secondary research. The
primary study focused on a survey of the competitors and the
liking and disliking of the people. Through this strategy company
can penetrate more into the market and can attract the bulk
customers
For the purpose we have contracted SWOT analysis of the
company to see company’s strength, weakness opportunities
and threats. Then we have explained the purpose benefits and
objectives of the product.
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5. Then we have made a marketing mix strategy for our product.
We have divided market into different segment and decided to
target customers of all ages.
We have also paid special attention to packaging color and price
of the product. We have decided to place the product in all the
markets of Punjab specially canteen of college and universities
We will promote our product through various means of
advertisement. We shall also conduct market survey in near
future to know the opinion of the public about our product and
developed our product accordingly.
The Sun Rise (Pvt)
Company
Vision
“Be the global leader in customer value”
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6. Mission
“To set world class standard in juice industry through
providing a diverse range of high quality products that
are prepared in according with Islamic principals serving
to satisfy customers taste and need and serve the
society”
The Sun Rise In
Rawalpindi
The Sun Rise will commence its operation in Rawalpindi from
May 2015. The factory facility has been founded on 20 canal
area of land in the industrial area of korang town Rawalpindi.
The factory is expected to match the demand of our product.
We have ensure the installation of modern sophisticated and
efficient equipment confirming to the very latest standard of
“Good Manufacturing Practices”
Introduction To
“Fresh Vita”
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7. People started too perished under the scorching the heat of
summer in our country they need of energy drink to refresh
themselves Fresh Vita is a fresh juice product. It provide
energy and keep fresh when feel weak and tired after doing
lot of work in whole day.
It contains vitamin and proteins which is useful energy
sources. Vitamins gives freshness and proteins are the
energy cells that are recharge the human body so they work
at their maximum.
The students employee and workers all field of humans
become tired due to the work burden and sunlight which
make them feel lose. They need an energy drink that make
them energize so they may be able to perform better again
and feel fresh.
Slogan
“Refreshing world”
Ingredients are:
• Mango apple pine apple banana grapes
mix
• Artificial colors
• Stabilizers
• Ascorbic acid
• Beta carotene
• Sugar
Objectives
• To increase market shares
• To increase the length of product line
• To increase profit
• To satisfy customer
• To face the strong competitors
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8. Current Market
Situations
“Fresh Vita” is fresh juice product that is going introduce in
Rawalpindi domestic market. We are focusing to all levels of
generation. The price of Fresh Vita is moderate because it is
for all
Market segmentations
The consumer of “Fresh Vita” consists of the followings:
Geographic:
• A zone (Setlighte town Rawalpindi)
• B zone (koh e noor Mills Naseerabad
,Rawalpindi Cantt )
• C zone (Air Port Road ,Chaklala
Rawalpind)
• D zone (Raja Bazar Area,Rawalpindi)
Demographic:
• Kids
• Elders
• Patients
• Etc.
Our competitors
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9. The Fresh Vita is currently facing very competitive
environment. Because already in market following
compotators are:
• Shezan
• Nestle
• Benz
• Country
• Coca cola (aosis)
Product review
The Fresh Vita is available in 250ml size and in different
flavors
• Banana
• Mango
• Grapes
• Mix
• Orange
• Pineapple
COMPETITIVE REVIEW
Fresh Vita Competitors
The competitors of Fresh Vita are more than ten. Shezan
and nestle are leading market right now and other companies
are also have a great image in market. Shezan and nestle
have loyal customer in all over the Pakistan because both
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10. are from so many years in market. Our aim to compete our
all competitors in short period of tome
Our main competitors are and
Competitor’s Qualities
• Good distributions channel
• So many flavors
• Standard and attractive packing
• Large production and market coverage
• Availability in various weights packing
Price
Minimum price of juice is 15 R.s
Place
Shezan has a large market share in Pakistan
Sales
Sales (net)
(Year ending Jan 2014) 6,760,527000
Promotion
They promote this product through
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11. a. Electric media
b. Print media
c. FM radio
d. Wall chalking
Sales(net) 2014
Year end 2014 Rs. 96,457,743
Product
Nestle beverages is product by nestle international
Qualities of nestle
a. large promotion and market coverage
b. large range of flavors
c. high availability
Place
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12. Nestle has a large market share in Pakistan
Strategy
 Creating share value global forum
 Good pricing
 Better quality
 By offering different flavors
 Intensive distribution
 Attractive packaging
SWOT Analysis of Sun Rise
Strength
Weakness
Opportunity
Threats
Strengths:
• Updated technology plant
• Quality product
• Specialist available for specialize task
jobs
• Hire experience staff
• Medical income of employee
• Pakistani made
• Targeted to low and middle class
people
• Reasonable price
• Expiry date above six months
Weakness
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13. • New in juice industry
• Small distribution network
• Strong competitors
• No market share
• Limited experience of customers
Opportunities
• Increase the distribution network
• Acquiring the new technology
• Market is very big and attractive
• Take over the distributor
• Increase demand of high quality of
product due to Rawalpindi being a
develop city and density in
population
Threats
• Political instability
• New entrance of exiting
competitors
• So many competitors
• Retaining consumers
• Economic instability
• Increase of general sales tax
• Development of plant
Marketing Strategy and Objectives
The marketing strategy is based on positioning of product in
the mind of consumers.
 Providing high quality juice to the
customers.
 We will distribute our product on mass
level so that we can maximize the
profitability.
1. Positioning strategies
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14. 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
• Rural and semi urban areas
Demographic segmentation
• Age
• Family size
• Gender
• Income
• Occupation
• Education
Psychographic segmentation
• Socioeconomic classification (SEC)
• Life style
• Personality
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15. Behavioral segmentation
• Occasions
• Benefits
• User status
• Usage rate
• Loyalty status
• Readiness stage
• Attitude towards the product
3. Targeting
We will target the following customers
 Kids
 Youngsters
 Mature
 Old age persons
Marketing Mix
 Product
 Price
 Promotion
 Place
1. Product strategy
• Develop the long term relationship
with customers
• Give values to the customers to
delighting them
• Do whatever it task not satisfy the
customers but retain our customers
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16. 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 Apple
Brand name
The name of our product is “Fresh Vita”
Quality
High quality assurance would be our first priority. This would
be ensured by
 Implementing high quality
standards
 Total quality management
 Acquisition of high quality raw
materials
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17. Design
Fresh Vita is the sweet, fresh juice with an eye
catching tetra pack
Features
Here are some features of our product
 Fresh original fruit juice
 Provide proteins and minerals
 Provide vitamins
 Beneficial for kidney
 Excellent in taste
 Gives freshness
 Tetra pack protection packing
Quality
High quality assurance would be our first priority-high
performance would be:
• Implementing high quality standards
• Total quality management
• Acquisition of high quality raw mat
Packaging
Product units are packed in 6-layered Tetra Brick Aseptic.
Size
Our product is available in 250 ml pack.
3. Pricing Plan
Our price includes custom services and other expenses.
Passage through its life cycle changes its price strategy. To
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18. attain large market share prices should be at moderate level
to seek attraction of large number of consumer
Pricing in Pakistan Rupees
Fruits cost Rs 8/-
Factory over head Rs 5/-
Miscellaneous Rs 2/-
Retailer margin Rs 2/-
Profit Rs5/-
Total price Rs22/-
According to our above pricing plan we have decided to offer
the product to customers at Rs.20.The price is very much
competitive and offer is feasible enough to catch a large
percentage of market shares
PRICE AND QUALITY GRID:
This grid shows what pricing strategy a firm is perusing;
PRICE
LOW
HIGH
PRESENTATION PRODUCT
DEVELOPMENT
MARKET
DEVELOPMENT
DIVERSIFICATION
LOW HIGH
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19. QUALITY:
According to the above grid we are offering high quality with
low rate.
4.Communication plan:
Promotion:
Actually promotion is the first step when we are launching a
product. But we make its strategy in last because we want
our good image in the mind of our customers.
Criteria for promotion:
Our main objective to provide:
• Awareness
• Knowledge
• Liking
• Preference
• purchasing
Core sources of promotion:
• Electronic media
• Print media
• cable network
• billboards
• hoardings
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20. ELECTRONIC MEDIA:
CHENNEL TIME DURATION TOTAL
GEO Prime time & Post prime time 1 min 1215000
DUNIYA
NEWS
Prime time & Early day 1 min 180000
AJJ
NEWES
Early day & Prime time 1 min 175000
SAMAA
NEWS
Early day & Prime time 1 min 280000
TOTAL 2090000
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21. PRINT MEDIA:
NEWS
PAPER
PAGR COLOR
OR
BLACK &
WHITE
SIZE DAILY
BASIS
WEEKLY
BASIS
CHARGES
JANG FRONT COLORED STANDARD
SIZE
DAILY 18600
EXPRESS MID COLORED STANDARD
SIZE
DAILY 5000
DIN FRONT COLORED STANDARD
SIZE
DAILY 15000
THE
DAILY
TIMES
BACK COLORED STANDARD
SIZE
DAILY 17500
NAWA-E-
WAQAT
BACK COLORED STANDARD
SIZE
DAILY 15000
AKHBAR-
E-JAHAN
BACK COLORED FULL WEEKLY 600000
TOTAL 683000
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22. BILLBOURDS:
LOCATION SIZE DURATION TOTAL COST
Setlight Town 20’’60 1 MONTH 250000
Sadder 20’’60 1 MONTH 215000
Air Port Road 20’’60 1 MONTH 70000
Naseerabad 20’’60 1 MONTH 115000
TOTAL 115000
HOARDINGS:
LOCATION SIZE DURATION TOTAL COST
Setlight Town 30’’90 1 MONTH 1200000
Sadder 30’’90 1 MONTH 1000000
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23. Air Port Road 30’’90 1 MONTH 1000000
Naseerabad 30’’90 1 MONTH 200000
TOTAL 3400000
CABLE NETWORK:
LOCATION TIME COST
Naseerabad 6:00pm to 10:00pm 30000
Air Port Road 10000
Sadder 25000
Schem 3 20000
Total 85000
BENEFITS:
Following are the additional benefits which are offering to the
customers to give them values:
• Give five rappers and get one juice pack
• Purchase ten pack & get one free juice
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24. • If you purchase one crate of juice then you would able
to participate in lucky draw for following:
PLACE:
Distribution reviews
To assure the availability of its product * Fresh Vita * juice
has established affective dealer network
The main target of these juices is Rawalpindi.
Manufacturer
DISTRIBUTOR
RETAILER
CONSUMER
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25. The end consumer would then purchase “fresh “from the
retailer. The distributors are the most reliable distributor in
the region.
BUDGETING:
S.
No
Description Amount
1 Cost of land 25000000
2 Raw material 5000000
3 Stationary 50000
4 Office expenses 100000
5 Furniture 500000
6 Staff salaries 50000
7 Freight inward charges 60000
8 Repair & maintenance 150000
9 Research & development 90000
10 Technology 1000000
11 Marketing & media expenses 6648630
TOTAL 38648630
CONTROL:
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26. This is the main and last element of the marketing planning
by using this we can check the standard of our product for
the purpose of correcting any error if occurs
There are three main functions are performed under this
element of planning:
• Measuring
• Comparing
• Correcting
Measuring
We can check marketing condition through meaning in which
different type of task may be performed like
• Surveys
Survey for the future:
In order to learn weather people would like to buy our
product, we have decided to conduct a market survey in
future so that we can assure that people like our product or
not.
Comparing:
In controlling process we compare our product with our
standards
Correcting
If any problem occurs then correcting process will take place
in which we found that from where the problem will arises.
1. Marketing organization:
Fresh Vita’s chief marketing officer, hold overall responsibility
for all the company’s marketing activities so. There are other
subordinates with him to help the sales campaigns, trade and
consumer sales promotion, and public relation efforts.
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27. 2. Action programs:
The “Fresh Vita” will be introduced in December .following
are summaries of the programs we will use during this
summer session to achieve our stated objectives.
May we will initiate 80,00,000 rupees trade sales promotion
campaign to educate dealers and generate excitement for
the product launch , and provide sample crates to our
selected product reviewers, opinion leader and celebrities as
part of our public relation strategy.
June we will start with integrate print /television campaign.
The campaign will show how many features the “Fresh Vita”
have for users to reenergize them.
July as the juice advertisement continues, we will add
consumer sales promotion by including them to our
message. We will also support or retailer to increase our
sales.
August we plan to roll out a new advertisement having new
views of customer through survey who have used our drink
which ill help to promote our juice.
Reference:
SPECILY THANKS
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28. KHALID KHANFROM MARKETING DEPARTMENT
EMAIL: LOVE.REAL312@YAHOO.COM
Saad AHMAD (MARKETING MANAGER)
EMAIL: R.RSPAB312@GMAIL.COM
Please give me or guide me with your comments
MISBAH ULLAH
misbah312@hotmail.com
contact no: +923129232531
____________________________________________
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