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Kinnaird
College for
Women
FINAL PROJECT
PROJECT MANAGEMENT
PROMOTIONAL PLAN OF
READY TO DRINK ROOH AFZA
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Promotional plan Ready to Drink Rooh Afza
Executive Summary
This project suggest the promotional plan of a newly designed product of Hamdard Company
‘Roohafza Ready to drink’ to be launched in major cities of Pakistan i.e. Lahore, Karachi, Quetta
and Islamabad. The basic aim of the company is to initially flood the market with the product
and grab the market share, because it is the new market to be explored. The company has been in
business for quite some time, has a strong market share and it is known for its quality products
so, introducing a new innovative product in the market will have positive effects on the positive
positioning of the brand.
A promotion plan is designed that outlines the promotional tools or tactics are planned to
accomplish marketing objectives defined by the marketing department of company. The project
charter is well defined with the scope and objective of the project. The project has the time line
of designing a plan before the summers of 2011 and a launching date is also given of 23rd March,
2011. (Its assumed that the promotional plan designing will commence from 1st Feb 2011). The
work break down structure is well explained with the timeline. The risk faced by the project will
be of trading the new sales person. The report further deals with the financial and feasibly report
of the project too. The Planning phase in the end keeps in view the risk plan; communication
plan, quality plan, procurement plan and suppliers contract details.
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Promotional plan Ready to Drink Rooh Afza
TABLE OF CONTENTS
CONTENTS PAGE #
1. Initiation 6
Product 8
2. Planning 21
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Promotional plan Ready to Drink Rooh Afza
CONTENTS PAGE #
Conclusion 36
Reference 37
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Promotional plan Ready to Drink Rooh Afza
1. INITIATION
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Promotional plan Ready to Drink Rooh Afza
Rooh Afza is a popular concentrated sharbat ( a refreshing drink) invented by Hakeem Ustad
Hasan and manufactured by the companies he founded, Hamdard (WAQF) Laboratories, India
and Hamdard (WAQF) Laboratories, Pakistan, since 1907. It is also made in Bangladesh by
Hamdard Laboratories (WAQF) Bangladesh.
Rooh Afza is launching a new product under the name of ready to drink Rooh Afza. it is an
instant drink. Rooh Afza is introducing its product in major cities of Pakistan. A professional
team is organized within the organization whose responsibility is to promote the product within
Lahore. These teams are given allocated budget and resources and time limit till 23 rd March,
2011(before 2011 summers start). The basic aim of the company is to initially flood the market
with the product and grab the market share, because it is the new market to be explored. The
company has been in business for quite some time, has a strong market share and it is known for
its quality products so, introducing a new innovative product in the market will have positive
effects on the positive positioning of the brand.
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Promotional plan Ready to Drink Rooh Afza
PRODUCT
In order to serve people in the best possible way and meet their satisfaction and convenience
Rooh Afza is now available with an innovation; i.e.
Selling price Rs 15
FEATURES
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Promotional plan Ready to Drink Rooh Afza
This delicious refreshing drink contains: refined sugar, distilled aqua extracts of fruits, herbs,
keora, water, citrus flower and rose, permitted red food color and preservatives.
It is available with an additional taste of lemon which makes it more refreshing and energizing
In this era of style and fitness, people look forward to diet products. Catering the needs of diet
conscious and elderly people suffering from diabetes or other health issues, this product provides
refreshing drink with low sugar and calories. Canderel is the alternate content to refined sugar in
this form.
PRODUCT PACKAGING
As people are becoming more and more health conscious day by day and are seeking
convenience so ready to drink Rooh Afza will be packed in 500ml plastic bottles.
PRODUCT LABELLING
The labeling of the product will highlight its main attribute; i.e. “Ready to Drink” along with its
brand name and identity.
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Promotional plan Ready to Drink Rooh Afza
This launching of Rooh Afza will help the company explore new markets which were not tapped
before. The advertising will help the company to increase the sales of the new product which will
generate profits for the company and will help the company to increase its market share in major
cities of Pakistan, i.e. Lahore, Karachi, Islamabad and Quetta. As the product is new and
innovative the company can adopt skimming pricing strategy i.e. the company can offer the
product at reasonable price but distribute the product diversely which is to promote the product
in every nook and corner. This will help the company to penetrate the unexplored market and be
the leader of the market which is the market leadership strategy.
There are four types of media options through which the product can be promoted.
• Advertising
• Marketing Collateral
• Promotional activities
In print media the company can place ads in news papers and magazines, brochures and banners
etc. The cost in this media includes the printing cost of the banners and brochures which
includes the cost of paper and distribution cost. Placing an ad in magazines and newspaper is
calculated as per day. Although the cost incurred per audience is low but the response of the
audience cannot be recorded directly.
Promotion by electronic media includes giving advertisements on TV, internet and radio which
includes the cost of making an ad, producing it and selling it to the different channels. This cost
is very high but the cost as per audience is less.
In store promotion includes giving out free samples, placement of the product on shelves,
recording the response of product directly and persuading the customer to buy the product there
and then. This will help the company to record and evaluate the responses. On the spot selling
will help the company to control and monitor the response of the customer and improve the first
time experience of the client. This will help the company to reduce the intangibles cost of
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Promotional plan Ready to Drink Rooh Afza
recording the direct response of the customer. The team will use the in store promotion and a
little of print media. The decisions have been improved by the brand manager and the fund is
allocated to proceed with the project.
A promotional activity as event sponsoring includes sponsoring and organizing different events
and educating the customers about the new product which is ready to drink Rooh Afza. The
events which Rooh Afza will sponsor will be social events, events for a cause and also events
like mother’s day, children day, earth day etc. A campaign is your overall plan for contacting and
staying in touch with targeted members of the media (reporters). You want to develop a media
relations campaign if it would benefit your company to be mentioned in newspaper, magazine or
TV broadcasts viewed by the target audience. Developing press releases, press kits and public
service announcements could be included in your media relations campaign. This will require
only 3-5 days as revising the campaigning that Hamdard had already adopted.
Following is the feasibility report made in which in store promotion is chosen as the best option.
FEASIBILITY REPORT
A. THE FOLLOWING TABLE DELINEATES THE AVAILABLE OPTIONS FOR PROMOTIONAL CAMPAIGN OF
READY TO DRINK ROOH AFZA.
Option Description
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Promotional plan Ready to Drink Rooh Afza
posters
Promotional activities Sponsorships for special events (like fun runs)
Participation in community projects and boards
of directors
Give-aways (like caps and mugs with logo)
Coupons and free samples
Conducting contests
Media Relation Campaigns A campaign for contacting and staying in touch
with targeted members of the media (reporters).
You want to develop a media relations campaign if
it would benefit your company to be mentioned in
newspaper, magazine or TV broadcasts viewed by
your target audience. Developing press releases,
press kits and public service announcements could
be included in your media relations campaign.
B. THE FOLLOWING TABLE SHOWS THE PRIORITIZED LIST OF THE OPTION GIVEN ABOVE.
Characteristic Description
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Promotional plan Ready to Drink Rooh Afza
Cost effective Free samples will be given and this will introduce the
customer with product so his trail phase will be
complete and positive.
A. THE FOLLOWING TABLE SHOWS THE BASIC FEATURE WHY THE OPTIONS ARE PRIORITIZED
ABOVE.
Cost effective Electronic media has less cost per target customer
Larger audience Print media can convey send the message to a larger
audience.
B. THE TABLE SHOWS ANY CONSTRAINT TO BE FACED DURING THE PROMOTIONAL CAMPAIGN.
Constraint Description
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Promotional plan Ready to Drink Rooh Afza
Human resource The human resource provided by Rooh Afza is not sufficient to
cover all the three regions
Resources Rooh Afza will provide free samples and the printed brouchers,
banners etc
cost Rooh Afza has provided the financial assistance but the cost is
still a constraint.
A. THE FOLLOWING TABLE VERIFIES THAT THE BEST OPTION IS FEASIBLE BY INDICATING
WHETHER OR NOT IT SATISFIES THE KNOWN PROJECT CONSTRAINTS.
Resource Rooh Afza will provide with the resources which will include free
samples, listed suppliers, outsourcing opportunities.
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Promotional plan Ready to Drink Rooh Afza
B. THE FOLLOWING TABLE VERIFIES THAT THE BEST OPTION IS FEASIBLE BY INDICATING
WHETHER OR NOT IT PROVIDES POSITIVE RESPONSES TO KEY GO/NO-GO QUESTIONS.
The main purpose of the project is to design a promotional plan of a newly designed product of
Hamdard i.e. Ready to Drink Roohafza. The promotional plan has to be effective in a way that
the target market is well acquainted with the idea of a new drink. This will further increase the
Rooh Afza’a share in the market because the consumers in Pakistan are familiar with the taste
of Roohafza and the product has max market share as compared to its competing drinks. This
promotional plan will be designed purposely to design advertisements (print and electronic),
free sampling promotions and event sponsoring, efficiently that the new product enters the
market with a bang and every one knows that now Roohafza is now available is drinking size
as well (further causing their customer base to increase).
PROJECT OVERVIEW:
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Promotional plan Ready to Drink Rooh Afza
The aim of this project is to design an effective promotional plan by (assumed that this project
in commenced on 1st February 2011) 23rd March 2011. The need of such promotional plan
would be to have a launching ceremony with prepared advertisements (both print and
electronic) and promotional schemes. The ad making agency will be hired and the
requirements will be given to them for an electronic and print ad.
PROJECT SCOPE
Goals Objectives
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Promotional plan Ready to Drink Rooh Afza
PROJECT DELIVERABLES:
Deliverable
• This will be deployed in various stages that each will represent a milestone.
The Project Management Plan includes a Work Breakdown Structure and
timeline for the achievement of those milestones (each with significant
improvements and/or additional capabilities). The Project WBS will be
designed with the specific time allotted to each, systematically so that the
promotional campaign is designed with in time. The final outcome of the
project will be to commence in store promotion by 23rd March, 2011 along
with the ads successfully running on TV and radio with well designed Bill
boards.
PROJECT RISKS
Hamdard has a strong customer base in Pakistan. But still due to the strong market base of
competitor’s soft drinks and other juices, customers might be a little hesitant but this risk can be
overcome by proper training of the sales person. Other than that Hamdard has no other threat of
any competitor company to launch the same product before it. The consumers of Hamdard have
a developed taste of Roohafza so; the consumers will be well acquainted with the brand from the
first hand so Hamdard does not have to face that much risk in introducing a product in market.
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Promotional plan Ready to Drink Rooh Afza
The project manager has been appointed who is responsible for leading the team (from with in
the company), recording their performances, reporting to the brand manager, assess new options
and handle the print media. He will choose a team from his company and further hire any sales
men if required. For in store promotions management the team includes three associate
managers each will be responsible for one region of the city, which are inner city (androon
sheher), Gulberg and thokar niaz baig. Each associate manager will be supported by two
supervisors which will assist the associate manager in the task. The team operating in different
stores distributing the free samples and recording the responses is reporting to the manager.
DIAGRAM
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Promotional plan Ready to Drink Rooh Afza
In the diagram it can be seen that the project manager is leading the project and give the
feedback to the senior management thus being a connection among the team and the senior
management. The region managers are appointed and they have to monitor all the activities in
the region, the supply, the response of the customer, shelf placement also he will deal with the
store managers. The supervisors will be responsible for checking the workers and also give the
feedback about the customers and the workers to the region managers
Further for designing of ads the skills are not available with the Hamdard company employees
so they will outsource an ad agency which will further design an electronic ad for TV and an
audio ad for radio plus print ads for billboards and buntings.
The office for carrying out the project will be on the following grounds
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Promotional plan Ready to Drink Rooh Afza
• LOCATION: the project team will execute the assigned tasks in the headquarters of the
company. This will help the team coordinate and report directly to the senior managers of the
company. Also the management can keep a close eye on the working and execution of the tasks
of the team. There will be no communication gap between the tam and the company. Also all the
results of the promotion can be monitored and alterations can be executed.
• COMMUNICATIONS: the team will use the existing mode of communication within the
company. The telephones, memos, computer network, emails, internet access, file storage,
database storage and backup facility will be provided by the company as these resources are
already in operation. The team will communicate with the ad agency step on weekly bases to
discuss the progress of advertisements and to check that the requirements are fulfilled according
to their requirements on not. This would to any changes if required during the making of ads.
• TOOLS: the company has a set format for accounting and financial purposes, as the
company follows the international accounting standards (IAS) and the company is audited by an
independent accounting firm twice a year. The project team will follow the same standard and
management will check these procedures under the guidelines of International Accounting
Standards (IAS). And all the reports by the team will be checked for their authenticity by the
senior management of the company which will ensure the effectiveness of the promotional
strategies of the team.
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Promotional plan Ready to Drink Rooh Afza
Phase review is done in order to maintain a check list that all the tasks which are to be done in a
phase are completed the phase review of initiation phase of the project.
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Promotional plan Ready to Drink Rooh Afza
2. PLANNING
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Promotional plan Ready to Drink Rooh Afza
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Promotional plan Ready to Drink Rooh Afza
Promotional Plan .
1.
WBS
Sponsorshi Press
Designing of p Venue
TV ad releases
Brouchers
Give-away’s
Designing List of
Radio ad of posters Guests
Coupons
Media
Bill boards Free samples presence
& Bus
boards
Contests Chief
Guests
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Promotional plan Ready to Drink Rooh Afza
1.1 & 1.2: The appointments with the ad agency will be made (the same ad agency that Hamdard
had been outsourcing for its other products). The format will be discussed of the ad (the type of
ad). The requirements will be outlines. There will be weekly meetings with the agency to work
on the proceedings of the ad being made. The print ads will be designed after the TV ad has been
made. The circulation of print ad will be finalized and the frequency of ads on TV and radio will
be finalized too!
The Billboards and bus boards design and printing will be undertaken by the agency
under the team’s acceptance.
The newspapers and magazines in which the ads will be printed will be selected and
approached.
The radio stations will be selected and the frequency of their relation will be selected.
Daewoo and New khan bus service will be selected for bus printing boards.
Free coupons of the Ready to drink Roohafza will be designed, i.e. buy any product
of Hamdard with 20% discount.
There will be two billboards in every selected city and 10 launching ceremony
banners in commercial zones of each city.
Contests of lucky draw will be designed, i.e. 2 lucky cash draws of Rs50000 each
1.3: the promotional activities will be designed by the project teams along with the creative
manager outsourced. Free sample designs will be formulated and the events will be pipelined
that are too be sponsored keeping in mind the marketing objectives. In store promotions will be
promoted and in the end some users contests will be designed only on sponsored events. This all
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Promotional plan Ready to Drink Rooh Afza
will be worked till 20th Feb, with the mugs, writing pads, key chains, pens and T-shirts designed
and printed with Roohafza Ready to drink logos as souvenirs.
1.4: A campaign is your overall plan for contacting and staying in touch with targeted members
of the media (reporters). You want to develop a media relations campaign if it would benefit
your company to be mentioned in newspaper, magazine or TV broadcasts viewed by the target
audience. Developing press releases, press kits and public service announcements could be
included in your media relations campaign. This will require only 3-5 days as revising the
campaigning that Hamdard had already adopted.
1.5 The launching of the new product will be designed by the event organizer hired for this
purpose. The venue options will be considered and selected. The chief of guest (film actor or any
sports model) that will be the face of the product will be decided and the bookings and
organizing will commence from day one and designing will move along with the formation of
ads till the launching date.
LABOUR: the team of this project is mostly the Hamdard employees. 30 sale persons are hired,
who are trained to perform in store promotions. The ad agency is outsourced. The event
organizer and creative managers will be outsourced. And the pamphlet distribution and banners
setup labour will be hired in daily basis pay style.
EQUIPMENT: there is no expense of office as the team is using their own offices in Hamdard
Company. The creative manager hired will be given a desk and a computer with internet facility.
MATERIAL: the only material required is for the designing of giveaways that includes
• T-shirts
• Mugs
• Caps
• Pens
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Promotional plan Ready to Drink Rooh Afza
• Writing pads
• Key-chains
The company “Pronto promo” is hired for printing of company’s logo on every giveaway. 1000
Each give away will be bought and further printed.
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Promotional plan Ready to Drink Rooh Afza
EXPENSES RUPEES
Advertising costs
Billboards 200,000
Pamphlets 60,000
Flyers 25,000
Brouchers 30,000
Posters 60,000
Bill boards
(6(Qt) x Rs60,000(rent for 6months)+ Rs 150,000(printing +material)) 510,000
Bus ad printing
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Promotional plan Ready to Drink Rooh Afza
Labour costs
Launching ceremony
Décor 500,000
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Promotional plan Ready to Drink Rooh Afza
Give aways
The above financial plan is a budget of expenses that can occur. The total cost of advertising is
basically the major chunk of promotional plan. The total cost of labour equipment, labour and
material is quantified as an expense schedule as given above, providing the project manager an
understanding of the forecast made and will be compared with the actual expenses through out
the execution of plan.
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Promotional plan Ready to Drink Rooh Afza
The quality plan of the marketing of ready to drink Rooh Afza should include that how the
project team is going to ensure the results of the techniques used along with their effectiveness.
The parent company whose product is Rooh Afza wants the product to be known instantly
among the target market and the sales should start also the social responsibility of the company
should be visible as the brand image suggests. The brand Rooh Afza is already quite famous in
the market with only one major competitor Jam e Shirin and with this new product in the existing
product line will help the company gain a competitive edge over other brands.
The report which the project team will submit to the company will ensure the following:
• The quality of this project is that the marketing campaign is very effective and the new
product is an instant hit so when the product is launched formally in the market the target
market is not alien to the features of the product.
• The company has set some targets to be met as the company will start measuring the
effectiveness of the campaign after the 23rd March, 2011 time allocated to the project
team.
The project team has chosen the in store marketing technique and the print media advertisement
for this project. The team will ensure quality by the following methods
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Promotional plan Ready to Drink Rooh Afza
• The customer responses will be collected that will assure the level of effectiveness
of the Quality of advertising campaign.
• The best mode of this data collection would be through the free sampling in
stores.
• The sales volume information at monthly basis would be collected to ensure the
trend.
• Attractive shelf placement will be allocated to ready to drink Rooh Afza in the
stores.
• All the procedures and results will be documented and then will be given to Rooh
Afza at the completion of the project.
The staffs who are assigned duties in the stores to record the response are properly trained so
they can communicate with the customers effectively and also they can record the data collected
which is the most important thing in the whole process of in store promotion of ready to drink
Rooh Afza. Different statistical techniques will be used in order to analyze the data and so if the
means of promotion are proving to be ineffective immediate steps should be taken so there is no
wastage of resources especially time. The team will submit weekly reports to the senior
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Promotional plan Ready to Drink Rooh Afza
management and so they can see the results and if they are unsatisfied with any of the plan on
hand immediate changes can be made.
The foreseeable project risks with which the team may encounter are:
If the customers will give unfavorable responses then, the personnel dealing with them in stores
should be knowledgeable and skilled and be able to handle the customers tactfully, and also they
should be able to answer the queries if any.
The personnel should not conceal the responses and should be trained to adequately record the
responses and to communicate them to the team.
If the medium will not reap the desired results then the tam can move on to the new option which
is to use electronic media, and should focus on it.
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Promotional plan Ready to Drink Rooh Afza
• THE PRODUCT IS NOT ACCEPTABLE BY THE CUSTOMER AND THUS WILL NOT HELP THE COMPANY TO
GAIN THE COMPETITIVE EDGE.
The company already has different successful product in the same range and exported to other
countries. So introducing a new product in the same range is not very risky. And if the product
will not be acceptable by the customer then the company has the enough profits and revenue to
cover the costs. The company already has a competitive edge because of its product Jam-e-
Shireen and thus introducing a new product, in an instant version under the name of Rooh Afza
will capture the market and will not new to the market.
As the project team is an internal team so the senior management is the client. The team will be
given weekly reports to the management so they can monitor the progress and the effectiveness
of the marketing campaign can be measured properly. The deliverable is only that the end
customer are aware of the product and they are ready to buy it also if they have any suggestions
it should be passed on to the manufacturing and the research and development department so that
the product is considered to be customized i.e. people can see that the product is altered
according to their own needs.
The basic deliverable which is to be accepted by the senior management is about an attractive
and cost effective promotional campaign of ready to drink Rooh Afza.
This includes an ad campaign which would be attractive enough to grasp the customer attention
and is able to not only retain the brand rather compels it and giving a reason to buy ready to
drink Rooh Afza.
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Promotional plan Ready to Drink Rooh Afza
This also include all the information regarding the customer responses on the product, which will
ensure Rooh Afza the success of their product and its shortcoming along with the effectiveness
of the ad campaign, i.e. the number of people responses –obviously they were aware of the brand
and have used it (sales) before giving responses.
We will provide the company with survey results of sales and awareness of the drink to Rooh
Afza.
As the only stakeholder involved in this project is the company itself. The communication means
are already well defined that there will be no possibility of communication gap. The team will
report on weekly basis to the senior management, and also on special occasions if any. The
report will be given to the management on weekly basis which will include the responses of the
customers, their queries, suggestions, and the responses will be recorded in properly statistically
tabulated form and graphically represented which will help grasping of the subject matter more
easily for the management. The suggestions and the changes the customer wants to see in the
product will be forwarded to research and development (R &D) department, who will make sure
to incorporate the changes.
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Promotional plan Ready to Drink Rooh Afza
The team will be doing the promotion of the product of its own. The team is integrated within the
organization so there will no need of outsourcing. Only the printing and the placement of the
banners will be outsourced which will also include the newspapers on which the ads will be
given. As the company already has a channel of promoting the products which includes ads in
the newspapers and the printing of banners, so the same channels will be used so as to reduce
cost. The ads to print and to be given in newspapers will be designed by the team.
There are no suppliers involved in this project. The company will provide the team with free
samples to be distributed to the customer in different store locations. Other than this no other
suppliers are required. If the team requires any further information regarding the task on hand the
team can ask then senior management for help as the company has a fully developed marketing
department.
Phase review is done in order to maintain a check list that all the tasks which are to be done in a
phase are completed the phase review of planning phase of the project.
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Promotional plan Ready to Drink Rooh Afza
Contract Suppliers
CONCLUSION
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Promotional plan Ready to Drink Rooh Afza
After planning phase proposes all the cost time and quality management bases to further execute
the plan. The cost time and quality will be compared side by side as the projects moves towards
its closure stage. The project will be monitored and controlled according to the planning’s done.
The cost, time, quality, risk, issue, procurement, acceptance and communication management
will be under taken by the team. The project manager will monitor and further improvise the
project if any risk occurs.
Reference
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Promotional plan Ready to Drink Rooh Afza
1. www.hamdard.com.pk/afza.html
2. en.wikipedia.org/wiki/Rooh_Afza
3. http://www.hamdard.com/hotproducts.php
4. www.smallbusinessnotes.com/marketing-your.../promotion-plan.html
5. sce.uhcl.edu/whiteta/sdp/feasibilityReportTemplate.doc
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