MARKETING PLAN

Marketing Plan for New Product Launch

SUBMITTED BY: Manoj Kumar Vedani Muhammad Hanif M. Waheed Nasir Muhammad Sarfaraz Rashid Hussain SUBMITTED TO: Mr. Ali Raza

Dated: 11/12/2012

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FRENCH GROUP (Pvt) LIMITED COMPANY

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ACKNOWLEDGEMENTS
We thanks first and the foremost, Allah for having enabled us to complete our effort of writing such a project which would not have been possible for us to complete without his help in all stages of its preparation . We are very thankful to Mr. Ali Raza who gave us the opportunity to do such a project, his guidance remain the source of strength and courage for us at all the stages of its preparation.

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Contents of marketing plan

Part: 1 Executive Summery Part: 2 Introduction Of Company and Pop Up 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

Part: 6 Budget performance analysis implementation

Budget and analysis Implementation

Part: 7 Additional considerations

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Executive Summery
This report explains the marketing plan for launching a fresh juice named Pop up. This product has been made by the French Group (PVT) Limited Company. In the beginning of the report we introduce that product is initially launching in Islamabad & Rawalpindis 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 companys strength, weakness opportunities and threats. Then we have explained the purpose, benefits, mission and vision and objectives of the French Group (PVT) Limited Company. 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 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 Islamabad and Rawalpindi 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.

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The F.G in Islamabad

The F.G will commence its operation in Islamabad & Rawalpindi from February 2013. The factory facility has been founded on 25 canal area of land in the industrial area 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 Pop up
People started too perished under the scorching the heat of summer in our country they need of energy drink to refresh themselves Pop up 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

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Current Market Situations

Pop up is fresh juice product that is going introduce in Islamabad & Rawalpindi domestic market. We are focusing to all levels of generation. The price of Pop up is moderate because it is for all.

Consumers
The consumer of Pop up consists of the followings:

Geographic:

I sector G sector F sector Barakhu Rawalpindi

Demographic:

Kids Elders Patients Students

Our competitors
The Pop up is currently facing very competitive environment. Because already in market following competitors are:

Shezan Nestle Polly Maza

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Product review
The POP UP is available in 250ml size and in different flavors

Orange Banana Mango Strawberry Mix Pineapple

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COMPETITIVE REVIEW
POP UP Competitors
The competitors of POP UP 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 are from so many years in market. Our aim to compete our all competitors in short period of time

Our main competitors are

and

Competitors Qualities

Good distributions channel So many flavors Standard and attractive packing Large production and market coverage Availability in various weights packing

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Price
Minimum price of juice is 20 R.s

Place
Shezan has a large market share in Pakistan

Sales
Sales 2011 (Year ending Dec 2011) 2728709000

Promotion
They promote this product through a. b. c. d. Electronic media Print media FM radio Wall chalking

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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
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

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SWOT Analysis
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
New in juice industry Small distribution network Strong competitors No market share Limited experience of customers

Opportunities
Increase the distribution network Market is very big and attractive Take over the distributor Increase demand of high quality of product due to Islamabad & Rawalpindi being a develop city Expansion into newer markets as per demand increase in market.

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Threats
Political instability New entrance of exiting competitors So many competitors Retaining consumers Economic instability Increase of general sales tax

Points of Difference:
The point of difference that makes this vegetable juice than the others are

Different

experience & knowledge- The customers will have the distinctive feelings & experiences that they will not get although other drinks exists in market. Strong distribution channel- As this product has strong distribution channel, the consumer get it at every retail shop

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The F.G (Pvt) Company

Vision
Be the global leader in customer value

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 tasting and need and serving the society

Objectives

To increase market shares To increase the length of product line To satisfy customer To face the strong competitors To increase the product line of the company on to develop range of product. To create competitive edge.

Marketing Strategy

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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
We want to put our image in the consumers mind as compare to competitors product. We want to target the high school college and university 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 basis Geographic Demographic Psychographic Behavioral

Geographic segmentation We are going to launch our product in a certain geographic target areas of Islamabad and Rawalpindi. Like as our product is providing maximum energy and freshness.

Demographic segmentation Age (15-40) Family size (normal) Gender (male & female) Income (middle class) Education (school, collages & universities)

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Psychographic segmentation
Well educated, hard working and active females with a desire to provide a healthy lifestyle for themselves and their family Time poor people, struggling to manage theirs and their families active lives who seek an easy solution to providing nutritional beverages as an alternative to soft drinks Females who take both an emotional and rational approach to buying their families beverages Prone to moderate levels of emotional attachment with brands Eager to seek out the most consistently nutritious beverage products

Behavioral segmentation

Are willing to pay a premium for higher quality, tastier juice. There is value attributed to the more attractive beverage of juice. Enjoy a high-quality juice without the mess of making it themselves.

3. Targeting
Our potential customers will be every kind of individuals however we will segment our market on the basis of their priorities and attitudes towards hygienic products. Initially to minimize our risk we will cater only markets in Islamabad & Rawalpindi then depending upon the demand and our finance capacity we will expand our production and distribution to other major cities of Pakistan.
We will target the following customers

Kids Youngsters Mature

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Marketing Mix

Product Price Promotion Place

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

1. Product strategy

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 o o o o o

Orange Banana Mango Strawberry Mix Pineapple

Brand name
The name of our product is POP UP

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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

Design
Pop up is the sweet, Pop up 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

Packaging
Product units are packed in 6-layered Tetra Brick Aseptic.

Size

MARKETING PLAN Our product is available in 250 ml pack and 500 ml bottle.

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2. Pricing Plan
Our price includes custom services and other expenses. Passage through its life cycle changes its price strategy. To attain large market share prices should be at moderate level to seek attraction of large number of consumer

Pricing in Pakistan Rupees

Fruits cost Factory over head Miscellaneous Retailer margin Total cost Profit margin Total Prices Rs 4/Rs 6/Rs 3/Rs 3/Rs16/Rs 4/Rs 20/-

PRICE AND QUALITY GRID:

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This grid shows what pricing strategy a firm is perusing;

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LOW

PRESENTATION

PRODUCT DEVELOPMENT

PRICE

HIGH

MARKET

DEVELOPMENT
LOW

DIVERSIFICATION
HIGH

QUALITY:
According to the above grid we are offering high quality with low rate.

3.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

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Core sources of promotion:

electronic media print media cable network billboards hoardings

ELECTRONIC MEDIA:

CHENNEL GEO DUNIYA NEWS AJJ NEWES SAMAA NEWS TOTAL

TIME Prime time & Post prime time Prime time & Early day

DURATION 1 min 1 min

TOTAL 1215000 180000

Early day & Prime time Early day & Prime time

1 min 1 min

175000 280000

2090000

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PRINT MEDIA:

NEWS PAPER

PAGR

COLOR OR BLACK & WHITE

SIZE

DAILY BASIS

WEEKLY BASIS

CHARGES

JANG

FRONT

COLORED

STANDARD SIZE STANDARD SIZE STANDARD SIZE STANDARD SIZE

DAILY

18600

EXPRESS

MID

COLORED

DAILY

5000

DIN

FRONT

COLORED

DAILY

15000

THE DAILY TIMES NAWA-EWAQAT AKHBARE-JAHAN

BACK

COLORED

DAILY

17500

BACK

COLORED

STANDARD SIZE FULL

DAILY

15000

BACK

COLORED

WEEKLY

600000

TOTAL

683000

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BILLBOURDS:

LOCATION SADAR JINNAH SUPER FAIZABAD SUPERMARKET ABPARA TOTAL

SIZE 2060 2060 2060 2060 2060

DURATION 1 MONTH 1 MONTH 1 MONTH 1 MONTH 1 MONTH

TOTAL COST 250000 215000 70000 115000 150000 265000

HOARDINGS:

LOCATION SADAR JINNAH SUPER FAIZABAD SUPER MARKET TOTAL

SIZE 3090 3090 3090 3090

DURATION 1 MONTH 1 MONTH 1 MONTH 1 MONTH

TOTAL COST 1200000 1000000 1000000 200000 3400000

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CABLE NETWORK:

LOCATION BLUE AREA RAWALPINDI BARAKHU G SECTOR Total

TIME 6:00pm to 10:00pm

COST 30000 10000 25000 20000 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 If you purchase one crate of juice then you would able to participate in lucky draw.

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4. PLACE:
Distribution reviews
To assure the availability of its product * POP UP * juice has established affective dealer network

The main target of these juices is Islamabad & Rawalpindi.

Manufacturer

DISTRIBUTOR

RETAILER

CONSUMER

The end consumer would then purchase fresh from the retailer. The distributors are the most reliable distributor in the region.

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BUDGETING:
Description S. No 1 2 3 4 5 6 7 8 9 10 11 Cost of land Raw material Stationary Office expenses Furniture Staff salaries Freight inward charges Repair & maintenance Research & development Technology Marketing & media expenses TOTAL 25000000 5000000 50000 100000 500000 50000 60000 150000 90000 1000000 6648630 38648630 Amount

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CONTROL:
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

The purpose of Pop Up juice marketing plan is to serve as a guide for the organization. The following areas will be monitored to gauge performance:

Revenue: annually Expenses: annually Repeat business. Customer satisfaction.

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 whether 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.

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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.

Implementation:
The following milestones identify the key marketing programs. It is important to accomplish each one on time and on budget. As successful entrepreneur we must fix the detailed action plan with when we are going to perform that.

1. Marketing organization:
Pop ups chief marketing officer, hold overall responsibility for all the companys marketing activities so. There are other subordinates with him to help the sales campaigns, trade and consumer sales promotion, and public relation efforts.

2. Action programs:
The POP UP will be introduced in April .following are summaries of the programs we will use during this summer session to achieve our stated objectives. April 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. May we will start with integrate print /television campaign. The campaign will show how many features the Pop up have for users to reenergize them. June 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. July we plan to roll out a new advertisement having new views of customer through survey who have used our drink which will help to promote our juice.

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Contingency Planning:
We will reduce profit margin by rupee1. We will improve our quality We will increase credit sale time duration An already established competitor that chooses to compete on quality and flexibility.

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QUESTIONARE

1) From which age group you belong? a) 15-25 b) 25-40 c) 40 above 2) Would you like to taste a new juice in the market? a) 0-25% a)Strawberry b) 26-50% c) 51-75% d) 76-100% 3) Which flavor do you like in drinks? b) Mangoc) Peach d) Milkshake 4) What type of drink you prefer more in summer to avoid dehydration? a) Pepsi b) Coco cola c) Juices 5) Do you like juice as a drink? a) Yes b) No 6) How many money can you spent on one cup of drink? a) 15-20 b) 20-25c) 25-30 7) Where do you buy drink more often? a) University caf b) Grocery stores c) Utility stores 8) Which communication channel do you use more often? a) Newspaper b) Radio c) TV a) Geo TV b) Dunia News d)Sign Boards c) Ptv d)Hum TV 9) Which TV channel is your favorite?

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QUESTINNAIR ANALYSIS

1) From which age group you belong?

No 1 2 3

Option 15-25 25-40 40 above Total

Frequency 32 8 0 40

Percentage 80 20 0 100

2) Would you like to taste a new juice in the market? No 1 2 3 4 Option 0-25% 26-50% 51-75% 76-100% Total Frequency 7 2 25 6 40 Percentage 17.5 5 62.5 15 100

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3) Which flavor do you like in drinks? No 1 2 3 Option Strawberry Mango Peach Total Frequency 19 6 15 40 Percentage 47.5 15 42.5 100

4) What type of drink you prefer more in summer to avoid dehydration? No Option Frequency Percentage 1 2 3 4 Pepsi Coca cola Juices Milk shake Total 2 2 20 16 40 5 5 50 40 100

5) Do you like juice as a drink? No 1 2 Option Yes No Total Frequency 38 2 40 Percentage 95 5 100

6)How many money can you spent on one cup of drink?

MARKETING PLAN No 1 2 3 Option 15-20 20-25 25-30 Total Frequency 32 4 4 40 percentage 80 10 10 100

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7)Where do you buy drink more often?

No 1 2 3

Option University caf Grocery store Utility store Total

Frequency 32 6 2 40

Percentage 80 15 5 100

8)Which communication channel do you use more often?

No 1 2 3

Option Newspaper Radio Internet

Frequency 8 12 8

Percentage 20 30 20

MARKETING PLAN 4 TV Total 12 40 30 100

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9)Which TV is your favorite?

No 1 2 3 4

Option Geo TV Aaj Ptv Hum Total

Frequency 16 4 12 8 40

Percentage 40 10 30 20 100

Bibliography:
www.wikipedia.com www.Nestle.com www.shezan.com www.marketing.com

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