MARKETING MANEGEMENT

PROJECT

Group Members: Submitted To: Ms Aziza Munir

Tariq Yousaf
Sana Munir
Midhat Batool
Atif Talal
Irfan Zafar
-
CORPORATE PHILOSOPHY
• Established In 1988

• Provide our customers with Halal and

Healthy food products that are fresh.

• Improving in Hygiene, Nutrition, Taste

and Convenience.
 CORPORATE
INFORMATION

• BOARD OF DIRECTORS
• AUDITORS
• REGISTRAR
• BANKERS
• AUDIT COMMITTEE
• CHIEF FINANCIAL OFFICER
• COMPANY MANAGEMENT
MISSION & VISION STATEMENT

Vision Statement

To be a leader and take

advantage of our
Mission Statement: leadership position in
all food product
categories
To deliver consistent quality to our
customers using pure ingredients,
authentic recipes and the best
available technology, to maintain
close and direct contact with our
customers through consumer
insights and dedicated service, and
also, to promote professionalism at
all levels through education, training
and development of human
 PRODUCT LIST
The Company's Products are divided into two broad
categories:

• Spreads

• Condiments
 SPREADS:

• Mayonnaise

• Honey
• Sandwich Spread

• Chicken Spread
 CONDIMENTS

• Pickle • Tomato
Ketchup
• Soy Sauce

• Chili Sauce:
• White Vinegar:
CAUSES OF PRODUCT FALIURE

• Product concept
• Product design and implementation
• Product competitive positioning
• Product value proposition
• Product messaging
• Product distribution
• External events
FAILED PRODUCT OF YOUNGS
FOODS

The failed product of Young's Food

Company is Tomato Ketchup.

According to our perception, the

reason of failure is due to the lack of
variety in the brand. As Tomato
Ketchup is coming only in one variety,
that is plain ketchup, and the
company's competitors are offering
many new varieties
STRATEGY ADOPTED BY YOUNG’S
FOOD

The marketing strategy applied by the

Young’s Food Company for their product,
Tomato Ketchup, is a Growth Strategy.

Under Growth Strategy, the Young’s Food

Company has applied the Market
Penetration Strategy. The company has
applied the marketing strategy to maintain
or increase the market share of Tomato
Ketchup
 OUR PROPOSED STRATEGY
We propose that if the Company applies Product Development
Strategy, they can improve the sales promotion of the product.
The ketchup or sauce of their company got failed due to less
flavors in this category.

This can be done by launching new flavors in the product brand.

The Company should introduce flavors, like
• Tomato Ketchup
• Chili Garlic Sauce
• Chili Ginger Sauce
• Imlii Sauce
• Mexican Salsa
• Mango Chutney
• Cooking Paste
 COMPETITORS REPONSES
• After launching the new flavors, competitors become
dreadful about the new entry of product in market. They
develop the feeling of consciousness that they might lose
their customers.

• After watching an attractive advertisement, consumers

get tempted to buy this product. Even if there are regular
consumers of young’s foods competitors, still those
consumers might take a trial of new product just because
of being attracted by the advertisement. So competitors
offers some pricing incentives or added benefits to retain
their customers.

• Young’s foods have also used a new

technology for performing a product
development in already existing product i.e.
Ketchup. At the use of new technology
CONSUMER RESPONSES
The people of different classes are having different
tastes. So the new flavor of young’s Food fulfills their
requirements.

After the fulfillment of their requirements they move

to the stage of satisfaction. As it is said by Scholar, “a
satisfied consumer is the best marketer”. By having
the variety of products and their substitutes the
consumers has more choice to buy the products
according to their income level as well as tastes.

The regular consumers are the retained consumer, but

after new flavors of ketchup in market, company has
RECOMMENDATIONS AND
CONCLUSION
• The company must introduce new flavors of Tomato Ketchup
in the market by adopting the product development strategy.
• The product should be readily available to the customers and
for that it should be displayed in those shelves which are at
eyelevel
• The company should increase their promotional campaigns by
adopting both printed and non printed media strategies. They
should adopt non printed media campaign strategy, because
the company’s other products are going well in the market.
They can afford the TV advertisements.
• In printed media, the company can also make advertisements
in newspapers, fliers, magazines, brushier, banners, display
cards, billboards
• They can also give free sampling of their products, so that
people can get to know about their products.
• They can give incentives to the consumers, like, giving
QUESTIONS

&

ANSWERS