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Marketing Plan

  1. 1. THE GLIMMERZ LIMITEDREFRESH JUICE“THE TASTE YOU DESIRE”2010RANA IMRANCEO4/30/2010<br /> SUPERIOR UNIVERSITY LAHORE<br />Project Name: Marketing Plan for new product launch<br />Presented To: Sir Kashif Mahmood<br />Group Name : The Stallionz<br />Leader Name & Id: Imran Shoukat MBP 11081<br />Members Name & Id: Muhammad Arslan Dilawar MBP 11047<br />Abuzer Shabbir MBP 11014<br />Hassan Raza MBP 11082<br />Muhammad Kashif Munir MBP 11026<br />Company Name: The Glimmers Limited.<br />Company Logo: <br /> <br />Product Name: <br /> <br />Contents of Marketing Plan<br />Part 1: Executive Summary<br />Part 2: Purpose and Mission <br />Part 3: Situational Analysis <br /><ul><li>Product, Market Analysis
  2. 2. Distribution Analysis
  3. 3. Competitor Analysis
  4. 4. Financial Analysis
  5. 5. Other Analysis </li></ul>Part 4: Strategy and Objectives <br />Marketing Strategy <br />Marketing Objectives <br />Part 5: Tactical Programs <br />Markets <br />Product <br />Promotion <br />Distribution <br />Pricing <br />Others <br />Part 6: Budgets, Performance Analysis, Implementation <br /><ul><li>Budgeting and Analysis
  6. 6. Implementation </li></ul>Part 7: Additional Considerations <br />Executive Summary<br />This report explains the marketing plan for launching a fresh Juice named “Refresh”. This product has been made by the Glimmers Limited. And it is approved from the Ministry of health. In the very beginning of the report we have explained the mission and vision of the Glimmers and then we have further carried out our. It will be introduced in the market with the help of various promotional displays, advertisement and distribution of free samples to the general public and financial institution.<br />This report examines that this product is initially launching in Lahore’s domestic market. The study included both primary and secondary research. The primary study focused on a survey of the competitors and the likings and disliking of people. Through this strategy company can penetrate more into the market and can attract the bulk of customers.<br />For this purpose we have conducted SWOT analysis of the company to see the company’s strengths, weaknesses, opportunities and threats. Then we have explained the purposes, benefits and objectives of our product.<br />Then we have made a marketing mix strategy for our product. We have divided market into different segments and decided to target the kids, youngster mature and old age person.<br />We have also paid special attention to the packaging, color and price of the product. We have decided to place the product in all the markets of Punjab especially in the canteens of colleges and universities. <br />We will promote our product through electronic media, print media, cable, and outdoor sources. We shall also conducted a market survey in future to know the opinion of public about our product and developed our product accordingly.<br />Introduction to the Glimmers Limited<br />Company’s Vision Statement:<br /> “Be the global leader in customer value”.<br />Company’s Mission Statement:<br />“To set world class standards in the Juice industry through providing a diverse range of high quality Juice products that are prepared in accordance with Islamic principles striving to satisfy consumers tastes and needs and serving the Society”<br />The Glimmer’s Business in Lahore<br />The Glimmers will commence its operation in Lahore from October 2010. The factory facility has been founded on a 20 canal area of land in the Industrial area, Ferozepur Road Lahore.<br />The factory is expected to match the demand of our products. We have ensured the installation of modern, sophisticated and efficient equipment, conforming to the very latest standards of quot; Goods Manufacturing Practicesquot; .<br />Introduction to Refresh<br />People started too perished under the scorching heat of summer in our country. They need an energy drink to refresh themselves. Refresh is a fresh juice product. It provides energy and keeps people fresh when they are felt weak or tired from doing a lot of work.<br />It contains vitamins and proteins which is a useful energy source. Vitamins give freshness and proteins are the energy cells that recharge the human body so that they work at their maximum.<br />The students, employees and workers become tired due to the work burden and sunlight which make them feel loose. They need an energy drink that makes them re-energize so they may be able to perform better again and feel refresh.<br /> Slogan:<br />“The taste u desire”<br /> <br />Ingredients are:<br /><ul><li>Mango, Apple, Pineapple, Orange Pulp & Mixed.
  7. 7. Sugar
  8. 8. Citric Acid
  9. 9. Stabilizer
  10. 10. Ascorbic Acid
  11. 11. Preservative
  12. 12. Artificial Flavor
  13. 13. Beta Caroten</li></ul> Objectives:<br /> <br /><ul><li>To increase 25% market share
  14. 14. To increase the length of product line i.e. ( Five )
  15. 15. To increase profits
  16. 16. To satisfy the customers better
  17. 17. To face strong competitors and </li></ul> <br /> <br /> Current Market Situation<br />Refresh is a fresh juice product that is going to introduce in the Lahore domestic market. We are focusing to all levels of generation. The kids, youths, mature and olds and overall families<br />The prices of the refresh are moderate, because it is for everyone in the society. <br />Market Demographics:<br />The customer of the Refresh consists of following:<br />Geographic’s:<br />The refresh geographic target area is currently Lahore. We are supplying our product to all area of the Lahore. We have further divided the areas of Lahore into 4 zones.<br /><ul><li>A zone includes Gulberg, M.M Alam road, Defence
  18. 18. B zone includes upper Mall, Wahdat road, model town
  19. 19. C zone includes lower mall, Allama Iqbal Town,  Sabzazar Scheme
  20. 20. D zone includes Multan road , Sakeem mor, Allama Iqbal town </li></ul>b.Demographics:<br />There is an almost equal ratio between male and female and also kids.<br /> We are focusing:<br /><ul><li>Kids
  21. 21. Youngsters
  22. 22. Mature
  23. 23. Old age persons</li></ul>Our Competitors<br />The Refresh is currently facing a very competitive environment. Because the competitors of the Refresh are:-<br />Shezan<br />Country<br />Nestle<br />Sunfresh<br />Benz <br />Product Review:<br /> <br /> The Refresh is available in 250ml size and available in different Flavors like:<br />Mango<br />Apple<br />Pineapple<br />Orange<br />Mix-fruit<br />.<br />Competitive Review<br />“Refresh” Competitors:<br />The competitors of “Refresh” juice are more than 10. NESTLE & SHEZAN is leading market right now and other companies are far away from it. NESTLE & SHEZAN has loyal customers over the years because it is very old company and customers are aware of its merits & demerits. The company’s first purpose is to compete NESTLE and other juices which have large market share.<br />The main competitors are & <br />Product:<br /> Shezan juice is a product by Shezan International Ltd.<br />Qualities of Shezan:<br /><ul><li>High availability
  24. 24. Large range of flavors
  25. 25. Standardized and attractive packing
  26. 26. Large promotion and market coverage
  27. 27. Available in Various weights packing.</li></ul>Price:<br /> Minimum price of juice is 12 R.s <br />Place:<br />Shezan has a large market share in Pakistan.<br />Sales:<br /> Sales 2009 2,728,709,000(Year Ending Jan 2010).<br />Promotion:<br />They promote this product through <br /><ul><li>Electronic media
  28. 28. Print Media
  29. 29. FM Radio stations
  30. 30. Wall Chalking</li></ul> Product:<br /> Nestle beverages is a product by Nestle International.<br />Qualities of Nestle:<br /><ul><li>Large promotion and market coverage
  31. 31. Large range of flavors
  32. 32. High availability </li></ul>Price:<br /> Minimum price of juice is 20 R.s <br />Promotion:<br />They promote this product through <br />a. Electronic media <br />b. Print Media<br />c. FM Radio stations<br />Place:<br />Nestle has a large market share in Pakistan.<br />Change vs. Jan.-June 2008CHF MillionsReported Jan.-June 2009Organic GrowthReportedConstant CurrenciesSales    Group  52 267  +3.5%  -1.5%  +2.8%Food & Beverages  48 313  +3.4%  -2.0%  +2.7%EBIT Margin    Group  14.1%— +30 bps +30 bpsFood & Beverages  12.4%— +10 bps +20 bpsEarnings Per Share    UnderlyingCHF 1.46—  +3.5%  +8.5%<br />All calculations based on non-rounded figures<br /> Strategy:<br /> Creating shared value global forum<br /> Good pricing<br /> Better Quality<br /> By offering different flavors<br /> Intensive distribution<br /> Attractive packing<br />SWOT Analysis of Glimmers<br />Strengths:<br /><ul><li>Updated technology plant
  33. 33. Quality product
  34. 34. Specialists available for specialized jobs and tasks
  35. 35. Hire experienced staff
  36. 36. Medical insurance of employees
  37. 37. Pakistani made
  38. 38. Targeted to low and middle class people.
  39. 39. Reasonable price
  40. 40. Expiry date above 6 months</li></ul>Weakness<br /><ul><li>New in juice industry
  41. 41. Small distribution network
  42. 42. Strong competitor
  43. 43. No market share
  44. 44. Limited experience of customers </li></ul>Opportunities<br /><ul><li>Increase the distribution network.
  45. 45. Acquiring the newer technology & techniques.
  46. 46. Market is very big & attractive.
  47. 47. Take-over of the distributor
  48. 48. Increased demand of high quality products due to Lahore being a developed city.</li></ul>Threats<br /><ul><li>Political instability
  49. 49. New entrance from the exiting competitors
  50. 50. So many competitors
  51. 51. Retaining consumers
  52. 52. Economic instability.
  53. 53. Increases of general sales tax
  54. 54. Development of plant</li></ul>Marketing Strategy and Objectives<br />The market strategy is based on positioning of the product in the mind of consumers.<br />Providing high quality Juice to the customers.<br />We will distribute our product on mass level so that we can maximize the profitability.<br />Positioning Strategies:<br /> We want to put an image of our product in the consumers mind as compare to competitor’s product. We want to target the high school, college and graduate students and government sectors that have to work hard and need to “Refresh” them in an instant.<br />2. Segmentation:<br /> We made the market segmentation on the following basis:<br /><ul><li>Density
  55. 55. Age
  56. 56. Gender
  57. 57. Income
  58. 58. Family size
  59. 59. Family life cycle
  60. 60. Occupation
  61. 61. Education
  62. 62. Social classes
  63. 63. Life style
  64. 64. 3. Targeting:
  65. 65. We will target the following customers:
  66. 66. Kids
  67. 67. Youngsters
  68. 68. Mature
  69. 69. Old age persons</li></ul>Marketing Mix:<br />Product<br />Price<br />Promotion<br />Place<br />Product Strategy:<br />Develop the long-term relationship with the customers <br />Give values to the customers to delighting them <br />Do whatever it takes not to satisfy the customers but retain our customers<br /> In order to accomplish this objective, the company has established sales, marketing and support teams.<br />Product variety:<br />Our product would be available in the following flavors:-<br />Mango<br />Apple<br />Orange<br />Grapes<br />Mix-fruit<br /> <br />Brand name: <br />The name which we have chosen for our product is “Refresh”<br /> <br />Quality:<br /> High quality assurance would be our first priority. This would be ensured by:<br /><ul><li>Implementing high quality standards
  70. 70. Total quality management
  71. 71. Acquisition of the high quality raw materials</li></ul>Design: <br /> “Refresh” is a sweet, refreshing Juice with an eye catching Tetra hedral pack.<br />Features:<br /> Here are of the some features of our product:<br /><ul><li>Fresh original fruit juice
  72. 72. Provides proteins and minerals
  73. 73. Provides vitamins
  74. 74. Beneficial for kidneys
  75. 75. Excellent in taste
  76. 76. Gives freshness
  77. 77. Tetra Pack protection packing</li></ul>Packaging:<br /> Product units are packed in 6-layered Tetra Pack Brick Aseptic.<br /> <br />Sizes:<br /><ul><li>Our product is available in 250 ml pack. </li></ul>Pricing Strategies:<br />Our pricing strategies for the product are for total cost, which include custom services and other expenses. Pricing strategy usually change as the product passes through its life cycle. The price should be set at moderate level in order to attract a large number of buyers and to gain large market share.<br />Amounts are in Pak Rupees.<br />The total per unit price for 250ml packs that we will offer as follows:<br /><ul><li>The cost of fruits Rs.3
  78. 78. Electricity Rs.2
  79. 79. Factory Overhead Rs.3
  80. 80. Miscellaneous Rs.2
  81. 81. Retailer Margin Rs.2
  82. 82. Profit Rs.3
  83. 83. Total Price Rs.15
  84. 84. In accordance to our strategy we have decided to offer the product to customers at the </li></ul>price of Rs.15. The price is very much compatible and the offer is substantial enough to attract <br />a large percentage of market in a very quick time.<br />Price and Quality Grid: This grid shows what pricing strategy a firm is perusing:-<br />PRICELOWHIGHPENETRATION“Refresh PRODUCTDEVELOPMENTMARKET DEVELEOPMENTDIVERSIFICATION<br /> LOW HIGH <br />Quality<br />According to this grid we are offering high quality at low price. So we are following penetration strategy.<br />Communication Strategies:<br />Promotion:<br />Actually the promotion is a first step when we are launching a new product, but we make its strategies in last. We want to make a good image in the mind of customers, so that they will buy only our products.<br />Criteria for Promotion:<br />In promotion our main objective is to provide:<br />Awareness<br />Knowledge <br />Liking<br />Preference<br />Purchasing<br />Main Sources of Promotion:<br />Electronic Media<br />Print Media <br />Cabel network <br />Billboards<br />Hoardings<br />Electronic Media:<br />ChannelsTimeDurationTotalGeo TVPrime timePost prime time1 min12 15 000AAG TVPrime TimeEarly Day1 min1 80 000AAJEarly dayPrime time1 min1 75000Hum TVPost PrimePre-Prime1 min2 40 000DinEarly timePrime time1 min2 80 000TOTAL20 90 000<br />Print Media:<br />News Paper & MagazinesPageColored ORBlack WhiteSizeDaily BasisWeekly BasisChargesJangFrontColoredStandard SizeDaily18600ExpressMidColoredStandard SizeDaily5000DinFrontColoredStandard SizeDaily15000The Daily TimesBackColoredStandard SizeDaily17500Nawai waqtBackColoredStandard SizeDaily15000Akhbar-e-JahanBackColoredFullWeekly600 000TOTAL683 600<br />Billboards:<br />LocationSizeDurationTotal costDefence20*601 month2 50 000Mall road20*601 month2 15 000Ferozpur road20*601 month70 000Iqbal town20*601 month1 15 000Gulberg20*601 month1 50 0002 65 000<br />Hoardings:<br />LocationSizeDurationTotal costDefence30*901 month12 00 000Mall road30*901 month10 00 000Gulberg30*901 month10 00 000Iqbat town30*901 month2 00 000TOTAL34 00 000<br />Cabel Network<br />locationtimeCostGulberg6:00 to10:0030000Multan road4:00 to 8:0010000Skeem mor12:00 to 8:0025000Wapda town5:00 to 11:0020000TOTAL85000<br />Benefits:<br /> Following are the additional benefits which are offered to the customers to give them <br />Value: <br /><ul><li>Give 5 rappers and get one free juice pack
  85. 85. Purchase ten juice packs and get one pack free.
  86. 86. If you purchase a small crate of juice then you will able to participate in lucky draw and you can win following prizes:
  87. 87. Samsung FM Guru
  88. 88. DVD system
  89. 89. Rs.5000</li></ul>Place:<br />Distributors Review<br />To assure the availability of its product “Refresh” juice has established effective network of registered dealers. The main target of these juices is Lahore.<br />MANUFACTURERDISTRIBUTORRETAILERCONSUMER<br />The end consumer would then purchase “Refresh” from the retailer. The distributor are the most reliable distributors in the region. They enjoy a flawless reputation combined with business relations with numerous retailers even in the rural areas of Lahore and near sides. This has ensured that “Refresh” will be made available all over Lahore.<br />Budgeting:<br />Sr. NoDescriptionAmount1Cost of land250,00,0002Raw material5,00,00003Stationery50,0004Office expenses1,00,0005Furniture5,00,0006Staff salaries50,0007Freight inward charges 60,0008Repair & Maintenance150,0009Research & Development 90,00010Technology10,00,00011Marketing Media Expenses6,648,630Total38,648,630<br />Controls:<br />This is the main and last element of the marketing planning by using this we can check our product standard by comparing It with our standards if there is any problem arrive in marketing plan the it must be corrected.<br />Three main functions are performed under this element of planning that is:<br />Measuring<br />Comparing<br />Correcting<br />Measuring:<br />We can check our marketing condition through measuring in which different types of tasks may be performed like<br />Surveys<br />Survey for The Future:<br />In order to learn weather people would like to buy or use our product, we have decided to conduct a market survey in future so that we can assure that people likes our product or not.<br />Comparing:<br />In controlling process we compare our product with our standards<br />Correcting:<br />If any problem occurs then correcting process will take place in which we found that from where the problem will arises.<br />Marketing Organization:<br />Refresh’s chief marketing officer, holds overall responsibility for all of the company’s marketing activities. There are other subordinates with him to help the sales campaigns, trade and consumer sales promotions, and public relations efforts.<br />Action Programs:<br />The “REFRESH” will be introduced in May. Following are summaries of the action programs we will use during this summer session to achieve our stated objectives.<br />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 leaders and celebrities as part of our public relation strategy. <br />June We will start an integrated print/displays/television campaign. The campaign will show how many features the “REFRESH” have for users to reenergize them. <br />July As the juice advertisement continues, we will add consumer sales promotion by including them to our messages. We will also support or retailer to increase our sales.<br />August We plan to roll out a new advertisement having new views of customers through survey who have used our drink which will help to promote our juice.<br />Story Board<br />SceneDialoguePictorial View1The boys are doing dancing practice on like I love u (song)2Boys thak gay or aram se beth gay side pe.3Itny main un ka aik or dost aya jo k bht chill mood main tha.or us ne kaha guys waz up!!4Sab boly yar hum thak gay hain bht..un k friend ne kaha k chill yar refresh raha kro meri tara.5Tum kesy refresh rhty ho her time6Friend says yar main refresh jo peta hun7Refresh !! hain ye kia hai.8Ye enrgy juice hai jo bandy ko refresh kr deta hai like me9Wo apny bag main se juice niklta hai or apny dost ko deta hai wo pee kr kehta hai really yar its awesome10Friend kahy ga ap b zror try kijye ga…..Refresh“the taste u desire”<br />References:<br />Philip Kotler (Principle Of Marketing)<br />Journal of Marketing <br />Journal of Advertisement<br />Websites:<br />www.mickinsey.com<br />www.wikipedia.com<br />www.Nestle.Com <br />www.Angrofoods.com<br />www.shezan.com<br />www.marketing.com<br />