L/O/G/O

Optimists
• M. Haroon Shakeel
• Hafiz Mohammad Hammad Nomani
• Umaz Hussnain
• M. Iqbal
• Imran Javid
• Anjum Ali
• Taufeeq Khalid
• BBA-ITM(12)
2
Marketing Management
By: Optimists

L/O/G/O
Contents

1 Idea Generation

2 Idea Screening

3 Marketing Strategy

4 7 P’s Analysis

4
Idea Generation

Packed Domestic
Shopping TV Dishes

Instantly ready to eat desi dishes

Packed Domestic Dishes
1. Daalain
2. Sabzian
3. Ghosht
SMS Seat Reservation

5
Idea Screening

Easily Manageable

Comparatively easy to visualize

Less Complexity

Processes, easy to identify

Human Resource

Easily available

Supply Chain
Consumer Market
6
Environmental Scanning


 Survey Video..

7
Environmental Scanning

Quality
Concerns

High Price Survey Analysis Freshness

Problem

Availability

8
 Concept Development

Packed Domestic
Foods
Downsize the best possible
Downsize combinations of different dishes.

Rating Rate them according to Survey.

Internal Testing
•Assuring Quality & Taste

•Test on Potential Customers

External Testing
•Students and Job Holders

9
Marketing Strategy

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Marketing Strategy


 Mission Statement


 “To enhance the value of domestic

foods by ensuring the quality through
an accessible value delivering
network”

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Marketing Strategy
Ø Industry
§ Consumer Market Penetration
Ø Products and Applications
§ Daalain
§ Sabzian
§ Ghosht
Ø Competence
§ ISO Food Standards
§ SANHA
Ø Target market
§ Students
§ Jobholders
§ Women lacking cooking habits 12
SWOT Analysis

Strength Weakness
§Affordable §Negative
Price perception
§Easily regarding
Available freshness
§Urge for §Quality
Quality
SWOT
Analysis
Opportunities Threats
§Market Gap Competitors
§Market §Mommy’s Food
Expansion §Dhabahs

13
Marketing Mix

L/O/G/O
Product

L/O/G/O
Product

Ø Brand Name
 SAALAN
Ø Tagline
 The Instant Tadka


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Product
• Logo

17
Product
Ø Packed Domestic Dishes
§ Dishes
• Daal Mash
• Daal Chana
• Mix Vegetable
• Aloo/Mutter Qeema
• Chicken Qourma
• Mutton Qourma
• Achar Ghosht
• Haleem


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Product
Ø Quality
§ Nutrition Plan
§ Vegetable Oil (Standard Suppliers
Dalda)
§ Farm Freshness
§ Qualified Cooks
§ ISO Standards
§ Production Environment
ØSize
§ One Standard Plate(300g)
§ Height= 8.4 inches
§ Width=6.4 inches
§ Depth= 1.4 inches 19

Product
Ø Features
§ Salt Sachet
§ Black Pepper Sachet
§ Tissue Paper
§ Vinegar Sachet(Haleem)
Ø Services
 Return of Product on the basis of
§ Leakage
§ Quality
Ø Warranties
 Till mentioned expiry date

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Packaging

L/O/G/O
22
23
Price

L/O/G/O
Price
Fix Cost
Fix Cost 1.5 Salary Expense
Number of units
Variable Cost
Daal (Mash) 1kg = 120
Variable Cost
15.5 Oil 280,000
170 ml = 20
Other Costs
Rs. 60185,000
Masala 25 gm = 9
Other Costs 32.0 Electricity & Gas = 2
Pyaz 185 gm = 4
PerPackaging
Pack = 9
Tomato Rs.1.5/Pack
& 75 gm = 2
Marketing Expense =10
Profit Margin 3.16 Other
Distributor Margin = 3
155
Wholesaler Margin = 2
Per Plate = 155
GST 7.84 Retailer Margin
10
= 4
Transportation = 2
Rs. 15.5/ Pack
(Per Pack) 2532
Price
Ø Prices of Dishes
• Daal = Rs. 60
• Vegetable = Rs. 50
• Aloo/Mutter Qeema = Rs. 75
• Chicken Qourma = Rs. 85
• Mutton Qourma = Rs.110
• Achar Ghosht = Rs. 70
• Haleem = Rs. 70


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Process

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Process
Farms and Dealers
Field Testing
Organizatio Inventory

Cooking Dept.
Packaging Dept.

Testing Dept.
n

Transportation Dept.

Distributors 28
Promotion

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Promotion

Ø Tools
•
• Newspapers & Magazines
• Brochures
• Signs Boards
• Internet
•

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Promotion

31
Promotion

32
Promotion

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34
Place

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Place
• Channel of Distribution
• Tradtional
 Coverage of Market
• Cities-Lahore, Karachi, Rawalpindi, Islamabad
• Islamabad (Store, Super Stores , Bakeries of each
Markaz)
 Merchandizing
• Contemporary with noodles, spices and pickles
etc
• Inventory
• Warehouses
 Lahore, Karachi
• FIFO 36

•
People

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People
• Employees
– Cooking Staff
– Quality Control managers
– Technical Staff
– Transportation Staff
– Finance and Account Managers
– Marketing Managers
– Dealers(Food Traders, Farm Houses)

38
Thank You!

L/O/G/O