Relaunch of
Young’s Tomato
Kétchup

Introduction
The house of Young’s started its operations in
1988 as a food processing establishment.
The first product launched
by Young’s was Mayonnaise.

International Markets
• Today, Young’s Private Limited has
entered into the following International
Markets:
• Asia
• Europe
• North America
• Africa

Corporate Philosophy:
All the benefits come from the Creator of whole
Universe “Allah”.
Our organization is responsible to:
• our Creator
• our people
• our business partners.

Vision:
• TO become a brand of choice for consumers
seeking Halal ,healthy and hygienic food.

Mission Statement:
“ Our mission is to provide our customers
Halal, Hygienic, Healthy, Nutritional, and
Convenient food products through our
customer driven and service oriented
dynamic team.”

Product Range
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Real Mayonnaise
Mayonnaise
Mayo Garlic
Light & Egg Free Mayo
Chicken Spread
Sandwich Spread
Chocolate Spread
Olive Spread
Pizza Spread
Natural Honey

Reasons for Failure of Young’s
Ketchup in Pakistan
• There are two major reasons for the failure of
Young’s Ketchup in Pakistan.
Lack of
variety in
ketchup
Lack of
Promotion

Our Proposed Marketing
Strategy:
We propose that the Company should adopt
Product Development Strategy.
This can be done by launching new flavors in
the product brand.
• The Company should introduce flavors, like
• Chili Garlic ketchup
• Chili Ginger ketchup
• Hot and Spicy ketchup

Swot Analysis
Strengths
Weakness
Swot Analysis
Opportunities
Threats

Strengths
•
•
•
•
•
•
Higher Brand image
Quality and Taste
Strong brand loyal consumer base
New flavors
Best quality in low price
Attractive trade promotion

Weaknesses
•
•
•
•
Hard core loyals
Unimpressive packaging
Higher pricing than local brands
Narrow range of distribution channel

Opportunities
• Improvement of product
• Improvement of packaging quality
• Changing preference of consumer towards
fast food.
• Decreased operational cost
• Developing foodservice industry

Threats
• Price war with competitors
• Strong presence of regional competitors
• Modest economy

Porter's Five Forces Model

Porter's Five Forces Model
• Threat of New Entrant:
A new entry of a competitor into your market also
weakens your power. Threat of new entry depends
upon entry and exit barriers. It is low because there
are already many brands in the market.
• Industry rivalry:
Industry rivalry mean the intensity of competition
among the existing competitors in the market.
Intensity of rivalry depends on the number of
competitors and their capabilities. So in this
situation it is high.

Porter's Five Forces Model:
Bargaining Power of supplier :
Bargaining Power of supplier means how
strong is the position of a seller. How much
supplier have control over increasing the
Price of supplies. So in this case it is low.
• Bargaining power of Buyers:
Bargaining Power of Buyers means, How
much control the buyers have to drive down
your products price. . So in this case it is low

Porter's Five Forces Model
• Threat of substitutes:
• Threat of substitute products means how
easily customers can switch to your
competitors product. It is high because there
are many substitutes in market.

Porter's Five Forces Model
Bargaining Power of buyer
Low
Bargaining Power of supplier
Low
Competitive Rivalry
High
Threat of Substitution
High
Threat of New Entry
Low

Target Market
• Young’s target market consists of middle and
upper-income household as well as
foodservice sector for example; restaurant.

Target Market
• Middle to upper class households for family
• They want lower- priced product with high
durability and preservation ability.
• To serve three or 5 restaurant chains who
want ketchup with a different but wonderful
taste, more preservation within a reasonable
price.

Segmentation

Demographic Segmentation:
Gender – Male and Female
Age – from 5-50 Years
• Singles and families.
• Mostly females and children.
• Have a household income of more than 10,000 per
month
• Middle-income and upper-income household.

Geographic Segmentation:
•
•
•
•
Country – Pakistan
Province— Sindh
City – Karachi
Population about 18.3 million

Psychographic Segmentation:
we have targeted the middle to upper class
households who need ketchup for family and
their children to add extra taste to their
eating. We have targeted the consumers
who are food loving and they heavily
consume the Fast food.

Behavioral Segmentation:
• Paying a premium for higher quality, tastier
ketchup.
• Special offers at Eid and other occasions
• Health consciousness
• Potential consumers
• Medium product users
• Shifting loyals

Positioning
Positioning is the act of designing the
company’s offering and image to occupy a
distinctive place in the mind of the target
market. Actually our strategy is to grab an
unoccupied position.

Positioning
Company&
Product
Target
Consumers
Benefits
Value
Proposition
Young’s
ketchup
Quality
conscious
consumers of
ketchup
More
preservation
ability and
tasty
Tastier, spicy
ketchup from
the pure
ingredients at
a moderate
price.

Financial Budget
• Our total estimated budget is 7,8000,000. We
will spend 30% on promotion and 60% and
on production and 10% on distribution.
• We are spending 45,000,000 on Production
and 1,000,000 on Distribution.

Financial Budget
Promotion
Production
Distribution

Financial Budget for Promotion
Particulars
Cost
Television Cost
Rs. 12,000,000
Newspaper
Rs. 5,000,000
Magazines
Rs. 3,000,000
Outdoor
Rs. 2,500,000
Radio ads
Rs. 1,500,000
Total
Rs.23,000,000

TV Budget
• Channel Timing No ads
Price
• Ptv home 7.30am 2
21,000,000(Rs)
•
9.15pm 2
1,500,000(Rs)
Geo
10 pm
2 4,000,000(Rs)
• ARY
8 pm
2
3,500,000(Rs)
Cable channels 9pm2
2,000,000(Rs)
Total 12,000,000(Rs)

Print Ads
News paper:
Size Day Price
• Dawn
27 4 Sunday 3,000,000(Rs)
• Nawa-e-Waqt
27 4 Sunday 2,000,000(Rs)
Total:
5,000,000(Rs)

Marketing Mix

Product
The first and basic P of the marketing mix is
product. Young's Tomato Ketchup
provides an ideal relish for use with all types
of foods especially fast foods.

characteristics of Product
• The product Best quality
• More durability
• Posses no harmful chemical ingredient

Ingredients
• Tomato concentrate from red ripe tomatoes,
distilled vinegar
• High fructose corn syrup
• Corn syrup salt
• Spice, natural flavors (bell pepper
concentrate)
• Onion powder
• Dehydrated jalapenos

Product Differentiation
•
•
•
•
•
•
Young’s Tomato ketchup should
emphasize its differentiation on the basis of :
Brand
Quality
Taste
Variants.

Packaging
• The brand name of young's tomato ketchup
will be visible in packaging.
• Colors will be according to the taste and
quality of the product.
• Packaging will carry the Product
Attributes

Product Attributes:
• The ingredients in the Tomato ketchup
should contain all of the elements that are
essential for a like:
• Nutrition Information
Serving size: 1 Tbsp (17g)
Calories: 20 Fat Cal: 0
All elements should be used after
a careful research about the preference of the
consumers.

Amount/serving
%DV*
Total Fat 0g
0%
Saturated Fat 0g
0%
Trans Fat 0g
0%
Cholesterol 0mg
0%
Sodium 160mg
7%
Total Carb 5g
2%
Fiber 0g
0%
Sugars 4g
Protein 0g

Labeling:
•
•
The label will identify the brand name.
It will be attractive because of the use
bright colors and graphics.
• young's tomato ketchup will be
written in the middle of the Packing.

Product Life Cycle

Pricing Strategy:
• Pricing is an important strategic issue
because it is related to product positioning.
• For Young’s Tomato Ketchup the pricing
objective is to maximize the market share.
• price penetration strategy will be employed.
So the prices will be a little lower than the
major competitors.

Pricing
Quantity
Price
10gms
2
90gms
19
315gms
70
500gms
90
1kg
155

Distribution Strategy
• Intensive distribution to have our product
sold through well-known stores and
shopping malls.
• The major ketchup catalogs and Websites.
• Detailed specification handouts, full-color
photos and displays featuring the product.
• We will also arrange special trade terms for
retailers who place volume orders.

Distribution Channels
Manufacturer
Distributor
Retailer
Final consumer

Promotion
Young’s tomato ketchup should be promoted
using the ATL and BTL activities both. The
blend of these activities is important to
communicate the brand and message to the
target market.
• Advertising
• Direct marketing
• Sales promotion

Advertising
• "Advertising is the non personal
communication of information usually paid
for and usually persuasive in nature about
products, services or ideas by identified
sponsors through the various media.“
• The goal of advertising is “Informative
Advertising”.

Advertising
• TV ads :
T.V Commercials(ARY digital, Geo,Ptv
home ,CABLE CHANNELS)
• Radio ads:
Radio FM 94.6, FM 100, FM 106
• Bill Boards
• Print ads:
Newspaper (DAWN, JANG) and magazines

Sales Promotion
• Sampling program
• Free trials
• Point of purchase displays and
demonstrations

Free Trials

Point of Purchase demonstration

Event and Experiences

Trade Promotion tools
Incentive to Retailers:
• These incentives are in the shape of:
• Return Tickets
• Free Transportation Services.

Incentive to Dealers:
• The best dealer of the year will be awarded
with a brand new Suzuki Pickup.
• The second will be awarded with Motor
Cycle.
• The third incentive of Restaurant vouchers
will be awarded to 10 dealers.