Академический Документы
Профессиональный Документы
Культура Документы
“Praise to thee! We do not know anything except what thou hast made known to us: indeed thou art the best knower,
wisest.”
(AI-QURAN 2:32)
PROJECT ON:
MARKETING
PLAN
T
PRESENTED By:
Marketing Magicians
MEMBERS
Mazhar Saroya 32 (leader)
Ali Adnan 75
Ahsan Yaqub 26
Nabeel Shahzad 38
Principle of Marketing
Dedication:
We dedicate our whole efforts in
working this project to:
Acknowledgement
As a matter of fact, people tend to forget those, who are behind their
achievements and have stood for them whenever they need assistance.
A proverb is:
“One can pay back the loan of gold but one dies forever in the debt to those
who are kind.”
• First of all I would like to thank Almighty Allah who gave us courage and
knowledge.
MAYFAIR BRAND
Principle of Marketing
EXECUTIVE SUMMARY 7
INTRODUCTION---------------------------------------------------------------- 11
History 13
Chapter # 1
Current Marketing Situation:
• Product Data 14
• Data on Sale 14
• Marketing Environment Factors 15
• Market Customers 15
• Distributors 16
• Competitors 17
Chapter # 2
Opportunities & Issue Analysis:
• Strengths 18
• Weaknesses 19
• Opportunities 19
• Threats 19
• Issue 20
Chapter # 3
Objectives:
• Financial Objectives 21
• Marketing Objectives 21
Chapter # 4
Marketing Strategy:
● Action Plan------------------------------------------------------------30
● Strategies and Control----------------------------------------------31
● Thank You-------------------------------------------------------------33
Introduction
Our Team
Asian Food Industries takes pride in its professional team administering work with the
aid of the latest management and communication systems. The AFI team is 550 strong, highly
motivated and dynamic professionals. Asian Food Industries with a strong customer focus has
independent marketing teams for the domestic and international markets.
Market Trend:
Nowadays in the market of biscuit & confectioneries there is no chocolate coated &
sandwich biscuit. Mayfair checked out the trend & tends to change it & Mayfair’s quite enough
succeed in changing the trend by introducing Choc Day ,a chocolate coated & sandwich, biscuit.
VISION
MISSION SATAEMENT
HISTORY
The company has been marketing its premier quality sugar confectionery products in the
domestic and export market for more than thirty years. Setup in 1969, AFI was located in Karachi,
commercial hub & port city of Pakistan.
Asian Food Industries takes pride in its professional team administering work with the aid of the latest
management and communication systems. The AFI team is 550 strong, highly motivated and dynamic
professionals.
AFI owner of Mayfair Brand has been marketing its products since 1969 in the international and
domestic market. The company pursuing an aggressive marketing strategy and adhering to trade mark
rules & regulations of its international markets, supplies under alternate trade marks in number of
countries. Starting with a modest plant base, but with steady growth and induction of new machines
and technology, Mayfair today has a leading share in the Pakistan’s domestic market of sugar
confectionery.
Mayfair is currently the market leader in Deposited Candy category with the brand of “Mayfair
Creamers” in the domestic market. The company has achieved significant success in marketing its
candies & toffees in more than 20 countries of the globe. The company strives to continually develop
new products for differing taste preferences in diverse markets.
In 1979 Mayfair became the first company to introduce bubble gum to the Pakistani market.
Mayfair recently introduced CHOC DAY (a chocolate coated biscuit) on 1st January 2006. This
product is launched in market with no advertisement but May fair advertised it by going door to door
and publicity in schools.
Principle of Marketing
Principle of Marketing
PRODUCT DATA:
The chocolate-coated biscuit choc day is just one month old, as it was introduced in January
2006. It is the 1st ever biscuit in the market that is chocolate coated & sandwiched. Mayfair use plant
(for the production of this product & all others) that was exported from Germany two years ago. The
plant was carrying modern technology.
DATA ON SALE
As the choc day was launched in January so there is no much data about sales of choc day. But we
have only one-month sale data.
Firstly May fair produced 800 ctn of choc day. After its production it was in the market & customer
like it so May fair has resale order.
Total sale in January 1,946 ctn which cross the forecasting sale of January & got
15% extra from the forecasting sale.
The demand of choc day gradually increases. More & more customer gets attracted towards it
because the taste of biscuit is very good & it is chocolate coated & sandwich.
MARKET CUSTOMERS
The users of choc day are from 4 – 15; also Mayfair targeted middle class &
upper middle class. The customers are much satisfies with chocday. They enjoy its taste as well as the
chocolate that cover the whole biscuit. All these factors are due to the repetitive orders from customer
to retailer or wholesaler & from retailer to distributor to manufacturer (Mayfair).
Demographic Factors
Demography is the study of people so Mayfair has considered the following demographic factors
before entering in the Pakistani market.
Principle of Marketing
Population
Due to 14 crore population of Pakistani Mayfair has found that this market has very
growth potential in it due to this they jumped in this market.
Consumer Market
Recently surveys showed the people of Pakistan are looking for quality house
hold electronics product which will compete Japanese products in quality but have a
affordable able price also.
Climate
The climate of Pakistan is in favor of Mayfair because the Pakistani climate has the
perfect combination of all the four seasons due to which Mayfair has the option to facilitate the people
with its all range of products.
Cultural Factors
Every group and society has its own culture. Cultural factors affect Mayfair’s
purchasing massively. Different communities and group of people have reshaped Pakistan’s culture.
In recent years the wedding seasons especially has become important part of our culture in which
sales of Mayfair products go very high. Mayfair products are purchased for the purpose of “Beead”.
Personal Factors
Buyer’s decision is also influenced by personal characteristics such as buyer’s age and life
cycle stage, occupation, personality and self-concept. Age and lifecycle stage means that people taste
and way of living changes with passage of time.
DISTRIBUTORS
May fair’s distribution network is one of the strongest distribution network in PAKISTAN. The
Pakistani market is largely trade driven with more than 60% of the sales coming from the 400
wholesale markets spread all across Pakistan. This trend is now giving way to more
sophisticated distribution mechanisms. Mayfair has a distribution network of 375 distributors
covering the length & breadth of the country. But Mayfair create new distribution network for
biscuit market & a small network is developed round about 50 distributors & 100 wholesalers.
Asian Food Industries takes pride in its professional team administering work with the aid of the
latest management and communication systems. In all the sales & distribution network is
energised by a team of 100 sales executives.
COMPETITORS:
Principle of Marketing
SWOT ANALYSIS
Strengths:
• New technology plant
• Quality product
• No compromise on quality
• Medical insurance of employees
• Company image (5th position in PAKISTAN)
• Imported ingredients
• Packaging from packages
• 1st ever chocolate coated biscuit
Weaknesses
• Lack of regional offices in other cities of PAKISTAN
• New in biscuit industry
• Chocolate melting in summer
• Small distribution network in biscuit industry
• Costly product (choc day)
• Seasonal product
• Yet not able to complete the demand of customers in biscuit market
Opportunities
• Set a separate plant for biscuits manufacturing
• Increase distribution network
• Pursue of newer technologies and techniques
• Choc-day junior (only sandwich)
• Smart 2 (for children)
Threats
• Political instability/economic as well
Principle of Marketing
• No political affiliation
• Lack of production
• Lack of distribution
• New entrants from the existing competitors.
• Costly product
• Only use in summers
ISSUE ANALYSIS:
After analyzing the strengths and weaknesses of Mayfair, following are the
main issues that Mayfair must address:
• Choc day junior
• Effective competition
• Own Distribution Channel
Effective competition
People have strong image regarding Mayfair, so it would not be
difficult for it to compete here. Mayfair products are already available and it has a good potential of
being a market leader being second yet share-wise in the market. So Mayfair can compete here
effectively.
OBJECTIVES
Financial Objectives:
• Earn an annual rate of return on investment of 10 percent after the taxes over the next
one year.
• Produce net profit of RS 8 million next year.
• Increase sales and service center for the convenience of the customer.
• Achieve 1st six month total sales revenue of Rs80 million, based on an average price of
Rs60 per box.
Marketing Objectives
MARKETING STRATEGY:
Mayfair serves its products using mass marketing technique, which obviously falls
in undifferentiated marketing, and undifferentiated marketing means no segmentation, but
there are minor factors on which we can say that the mayfair segments its products and then
targets the customers somehow. These factors are as follows.
Geographic Segmentation
Internationally
Mayfair segments its products country wise and region wise, here the most important thing
is the quality and features of the products, it varies according to the income level of the
people in that country.
Locally
In Pakistan the Mayfair segments more in urban and suburban areas as compare to rural.
Principle of Marketing
Demographic Segmentation
Age
Mayfair Pakistan they have segmented mainly on the BABY BOOMERS born
between
(1946 to 1964) and GENERATION X born between (1965 to 1977).
Income:
Mayfair segments different income levels by quality and features.
Target Marketing:
This is the process of evaluating each market segment’s attractiveness and
selecting one or more segments to enter.
After evaluating different segments, the company must now decide which and how many
segments it will target, because buyers have unique needs and wants, a seller could
potentially view each buyer as a separate target market. Ideally, then, a seller might design
a separate marketing program for each buyer. There are three types of market segments.
POSITIONING
In positioning you depict an image of your product in the consumers mind as compared
to you competitor’s product. We want customers and potential customers to view us as the
most comprehensive and most authoritative source of Chocolate. As a secondary positioning
theme, we also want people to view us as a convenient and seasonably cost effective source
of the special chocolate. We have to position on the features, taste and lower level, middle-
level and higher-level.
Mayfair will position its product on basis of quality and reliability. As Mayfair has
strong brand image so it is difficult for it to position and market its product but it has dealt
with this matter quite nicely be maintaining quality ad having lower prices as compared to
the rest of the branded market.
Principle of Marketing
• Mayfair has positioned itself on the basis of Quality and Price. However as
Rio and Prince are close competitors of Mayfair, therefore they are always
under consideration with respect to positioning.
• Position of Mayfair as a company providing quality biscuits, confectioneries &
sweets in reasonable price is influencing the current and prospective
customers to buy Mayfair product; moreover Mayfair has already been
satisfying need of people with quality products.
• Mayfair is using new technologies in the confectioneries, Sweets & biscuits
and is selling these products on reasonable prices. They are not charging very
high from the customers. Incase of high technology cost involved Mayfair does
not rise its selling prices rather it reduces its profit margins.
• Mayfair’s competitors are RIO and PRINCE. Mayfair has a strong image in
the competitor’s eyes; therefore the competitors have to make their marketing
plan accordingly to cater more buyers for their products. This is all because
Mayfair has a particular position in the market and in the eyes of its
customers.
Competitive Advantage
The key to winning and keeping customers is to understand their needs and buying processes
better than competitors do and to deliver more value. Positioning begin with actually
differentiating the company market offer so that it will give consumers more value than
competitors offers do. A company or market offer can be differentiated along the lines of
product, services, channels, people or image.
Product Management:
PRICING STRATEGIES
Channel level
We are using indirect channel of distribution because we are offering consumer to buy from
our regional distribution centre or you can buy it from selected supper store and we are also
offering home delivery services.
Regional
Manufacturing plant Super store Consumer
distribution center
Regional distribution
Manufacturing Sales rep Consumer
center
Distribution Channel
We are using both conventional as well as vertical marketing system but our main
four is on vertical marketing system.
Mayfair (confectioneries)
plant
Mayfair (confectioneries)
regional distribution
Consumer
Conventional
Principle of Marketing
Mayfair (confectioneries)
plant
Consumer
In VMS we are following corporate VMS own distribution center. In we talk about Lahore,
we divide Lahore in four regions and we have four distribution centers in each part. Our
main branch is in Lahore & one branch office is in Karachi.
SALES FORCE & SERVICE:
Mayfair has a plan to hire sales force according to the requirement. It has
planned to provide quick services, to its customers so it has its Sales Offices in major cities
of the country including Lahore, Karachi, Rawalpindi, Gujrawanla, Sargodha, Faisalabad
and Multan.
SALES PROMOTION
Mayfair has a plan to concentrate in sales promotion by extending the prize competition to
the customer and by having proper display centers.
ADVERTISING
The field of advertisement is one area where Mayfair has always emphasized.
Advertisement Objective
Type of advertising with respect to product life cycle that Mayfair adopts is
reminder type. The reason behind this fact is that Mayfair products are in growth part of
product life cycle so for such a product companies mostly go for reminder type of
advertisement so that they can penetrate more and more and same is the case with Mayfair.
Principle of Marketing
Advertisement Media
Mayfair Company advertises its products mainly through electronic media that
includes Television. Moreover leading newspapers of Pakistan are also targeted by Mayfair
for advertising .They are using Billboards for their advertisement.
ACTION PROGRAMS:
ACTION PLAN:
Activities Jan Feb Mar April May June July Aug Sep Oct Nov Dec
Launch CHOC-
DAY
Promotion
Sales Offices
Sponsor Sports
STRATEGIES
CONTROLS
Monitors Sales:
Mayfair has developed an automated system through which it monitors monthly yearly and
daily basis sallies through the country. This system is completely decentralized. Through this
system it can evaluate its progress and demand of its product.
Problem Evaluation
Higher Management reviews the results of each department and identifies the department
that is not attaining their goals. Higher management then establishes the performance
review committee that explores the problem regarding attainment of those goals. These
problems are solved along with the head of the department. This department adopts the
strategies according to the recommendations of the committee.
Reporting System:
An automated system, which Mayfair uses automatically, generates the daily, monthly and
yearly reports.
Principle of Marketing
<<<<<<<<THANK YOU>>>>>>>>