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SUPERIOR UNIVERSITY
Project of Marketing Plan for New Product Launch

Presented to:

Ms. Ayesha Zahid

Presented by:

Usman Ali Manzoor Abubakar Sadeeq Mohsin Abbas M.Arslan kyani Saima Rafiq Masih

11315 11361 11309 11344 11361

Company name:

K .MANIA (PVT) Limited Company

Company logo:

Product name:

PEP UP JUICE

Product logo:

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

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 Pep up This product has been made by the K.MANIA (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 K.MANIA (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 fee samples to the general public and financial institution This report examine that this product is initially launching in Lahores 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 and objectives of the product. 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 Mania (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

The K.Mania in Lahore

The Mania will commence its operation in Lahore from February 2011. The factory facility has been founded on 25 canal area of land in the industrial area ferozepur Road Lahore. 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 Pep up
People started too perished under the scorching the heat of summer in our country they need of energy drink to refresh themselves Pep 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

Objectives

To increase market shares To increase the length of product line To increase profit

To satisfy customer To face the strong competitors

Current Market Situations

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

Market segmentations
The consumer of Pep up consists of the followings:

Geographic:

A zone (Gull berg, MM Alam road, Defense) B zone (Garden town, Model town, Wahdat road ) C zone (Moon market, Multan road, Allama Iqbal town) D zone (Upper mall, Railway station, Dharma Pura

Demographic:

Kids Elders Patients Etc.

Our competitors

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The Pep up is currently facing very competitive environment. Because already in market following compotators are:

Shezan Nestle Benz Country Coca cola (aosis)

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

Banana Mango Grapes Mix Orange Pineapple

COMPETITIVE REVIEW
PEP UP Competitors
The competitors of PEP 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 tome

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

Price Minimum price of juice is 15 R.s Place Shezan has a large market share in Pakistan Sales Sales 2009 (Year ending Jan 2010) Promotion They promote this product through a. b. c. d. Electric media Print media FM radio Wall chalking 2728709000

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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

Change vs. June 2008 CHF Millions Sales Reported JanJune 2009 52267 48313 Organi c growth +3.5% +3.4% Reported Constant currencies -1.5% -2.0% +2.8% +2.7%

Group Food & beverages EBIT Margin Group 14.1% Food & 12.4% beverages Earning per share Underlying CHF 1.46

_ _

+30 bps +10bps

+30 bps +20 bps

+3.5%

+8.5%

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All calculations based on non-rounded figures

Strategy
Creating share value global forum Good pricing Better quality By offering different flavors Intensive distribution Attractive packaging

SWOT Analysis of K. Mania

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

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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 Lahore being a develop city

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
We want to put our image an on in the consumers mind as compare to competitors 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

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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

Behavioral segmentation Occasions Benefits User status Usage rate Loyalty status Readiness stage Attitude towards the product

3. Targeting
We will target the following customers

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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 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 o Orange Grapes Pine Apple Mango Banana Mix fruit Apple

Brand name The name of our product is PEP 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
Pep up is the sweet, Pep 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

Quality
High quality assurance would be our first priority-high performance would be:

Implementing high quality standards Total quality management

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Acquisition of high quality raw mate

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 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 Profit Total price Rs 3/Rs 5/Rs 2/Rs 2/Rs3/Rs15/-

According to our above pricing plan we have decided to offer the product to customers at Rs.14.The price is very much competitive and offer is feasible enough to catch a large percentage of market shares.

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PRICE AND QUALITY GRID:

This grid shows what pricing strategy a firm is perusing;

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.

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.

18 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

ELECTRONIC MEDIA: D CHENNEL U R A T I O N T O T A L 1GEO m i n 1

19 2 1 5 0 0 0 T I M E 1DUNIYA NEWS m i n 1 8 0 0 0 0 P r i m e t i m e & P o s t p r i m e t

20 i m e 1AJJ NEWES m i n 1 7 5 0 0 0 P r i m e t i m e & E a r l y d a y SAMAA Early day & Prime time NEWSEarly day & Prime time TOTAL 1 min 280000

2090000

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PRINT MEDIA:

FRONTCO LOREDST ANDARD SIZEDAIL Y18600NE WS PAPER EXPRESS

PAGR

COLOR OR BLACK & WHITE

SIZE

DAILY BASIS

WEEKLY BASIS

CHARGES

MID

COLORED

JANG
DIN FRONT COLORED

STANDARD SIZE STANDARD SIZE STANDARD SIZE

DAILY

5000

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 1DEFFENCE M O N T H 2 5 0 0 0 0 1MALL ROAD M O N T H 2 1 5 0 0 0

SIZE

DURATION

TOTAL COST

23 2 0 6 0 1FEROZPUR ROAD M O N T H 7 0 0 0 0 2 0 6 0 1IQBAL TOWN M O N T H 1 1 5 0 0 0 2 0 6 0 GULBERG2060 TOTAL 2060 1 MONTH 150000 265000

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HOARDINGS:

LOCATION 1DEFFENCE M O N T H 1 2 0 0 0 0 0 1MALL ROAD M O N T H 1 0 0 0 0 0 0 3 0 9 0 1IQBAL TOWN M O N

SIZE

DURATION

TOTAL COST

25 T H 1 0 0 0 0 0 0 3 0 9 0 GULBERG3090 TOTAL 3090 1 MONTH 200000 3400000

CABLE NETWORK: CLOCATION O S T GULBERGTIME MULTAN ROAD Scheme Mor 2Wapda Town 0 0 0 0 6:00pm to 10:00pm 30000 10000 25000

26 Total 85000

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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 for following:

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

The main target of these juices is Lahore.

Manufacturer

DISTRIBUTOR

RETAILER

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CONSUMER

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

BUDGETING:
A m o u n t 1De scrip tion 2 3 4 5 6 7 8 9 Cost of land S. No

25000000

Raw material Stationary Office expenses Furniture Staff salaries Freight inward charges Repair & maintenance Research & development

5000000 50000 100000 500000 50000 60000 150000 90000

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10 11 3 8 6 4 8 6 3 0 TOTAL

Technology Marketing & media expenses

1000000 6648630

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

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

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Correcting
If any problem occurs then correcting process will take place in witch we found that from where the problem will arises.

1. Marketing organization:
Pep 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 PEP UP will be introduced in May .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 Pep up 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.

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Reference:
SPECILY THANKS NAEEM MANSOR FROM MARKETING DEPARTMENT EMAIL: NAEEM MANSOR@YMAIL.COM A.R.AWAN (MARKETING MANAGER) AL-QARNI GROUP OF COMPANIES EMAIL: aftstar@alqarnigroup.com

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

Please give me or guide me with your comments Usman Ali Manzoor usman2riz@hotmail.com contact no: +923224247815

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