Umair Khan submitted a marketing plan to launch a new energy juice product called IZZE ENERGY JUICE. The 3 sentence summary is: The plan outlines strategies to target students, workers, and travelers in Karachi by positioning IZZE as a refreshing energy juice containing vitamins and proteins. It proposes a promotional campaign using electronic media, print ads, and consumer promotions. The budget, objectives, and controls are also included to ensure the successful launch and monitoring of the new product in the competitive juice market.

2. Submitted to: Sir Haris
Submitted by: Umair khan
Semester : Third (3rd )
Assignment: Marketing
Date: 24th /November/2014
REPORT ON LAUNCHING A NEW PRODUCT
“IZZE ENERGY JUICE”

5. Contents Of Marketing Plan:
 Executive Summary
• Objective
• Mission
• Target
 Current Market Situation
• Market description
• Product review
• Competitive review
• Distribution review
 Threats and Opportunity Analysis
 Objective And Issues
 Marketing Strategy
 Action Program
 Budget
 Controls

6. EXECUTIVE SUMMARY:
When summer started under the scorching heat of summer in our country.
They need an energy juice to refresh themselves. The ‘IZZE ENERGY
JUICE’ is a fresh product. It contains vitamin and protein it gives energy
cells that recharge the human body. Many people like students,
employees, worker and labour work in hard, travelling in transportation
any other activities. He feel weakness, loose, illness, thrust, sickness and
also bad feeling. They need an energy juice that makes them re-energize so
that they maybe able to perform better keep again and provide feel fresh.
“To set world class standard in the juice industry through providing a
diverse range of high quality price product that are prepared. In
accordance with the Islamic principle striving to satisfy customer wants
and needs serving the society”
I have marketing mix strategy of my product in different segments and
decide to target kids, youngster, mature, teen age and old person also
decide place my product in Karachi domestic market, whole seller store
and canteen of school, colleges, universities and promoted by electronic
media.

7. CURRENT MARKET SITUATION:
 Market Description:
“IZZE” is a fresh juice products that is going to introduce in the
domestic market Karachi. We are focuses of all level generation. And
understand the customer and also take survey, Interviewing its your
needs and wants are completed to satisfy customer and target on area
population and behavioral of customer location.
 PRODUCT REVIEW:
“IZZE” is easily available in market from different sizes and
flavors. Ounce-cans, 50ml, 250ml, 500ml and 800ml and flavors is
• Apple
• Mango
• Orange
• Pineapple
• Mix fruit
 COMPETITVE REVIEW:
“IZZE” is a currently facing a competitive environment.

8. The competitive of IZZE more than 5 Nestle and Shezan are leading and its
customer are very old. The company first purpose to complete with the
competitor s having large market share.
35% SHEZAN
45% NESTLE
15% MAAZA
5% OTHER

9.  Nestle are fruita vital products
By Nestle international ltd.
 Large promotion and coverage
Also large range of flavors and
high availability.
 Minimum price of juice RS 20.
 They promote electronic
Media also sales promotions.
 Nestle has a 45% market share
In Pakistan.
 All pure juice is a product by
Shezan International ltd.
 High Quality availability
Large range of flavors
Standardized, attractive
Package, Large promotion and
Market coverage.
 Minimum price of juice RS 15.
 They Promote FM radio and all
Our media.
 Shezan has 35% market share in
Pakistan.
Leading Competitor Review Analysis:

10.  Distributive Review:
To assure the availability of its product “IZZE” juice has a
established effective dealer network. We will distribute our product on
mass level so that we can maximize profitability. Registered distributor
give best sellery packages and also give information review of izze product.
THREATS AND OPPORTUNITY ANALYSIS:
 THREATS:
 Political Instability.
 New Entrance of existing competitors.
 So many competitors.
 Economics Instability.
 Increase of general sales Tax.
 Development of plant.
 OPPORTUNITIES:

11.  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 line due to Karachi being a
A develop city.
OBJECTIVES AND ISSUES:
Following are the some concrete objectives of the company.
 To increased 25% Market share.
 To increased profits.
 To face strong competitors i-e like Shezan and Nestle.
 To increased the length of product line i-e its five now, we
Should increase it 6 or 7 soon.
MARKETING STRATEGIES:

12. The market strategy is based on positioning of product in the mind of
customers.
 Provide high quality juice to the customers.
 We will distribute our product on mass level so that we can
Maximize the profitability
 Positioning strategies:
We want to put our image an on in the consumers mind as compare
to competitor’s product . We want to target the high school, college and
graduate students also government sectors that have to work hard and need
to refresh them as instant.
 Segmentation :
We made the market segmentation on following bases.
 Geographic
 Demographic
 Geographical segmentation:

13. The IZZE geographic target area in Karachi. Supplying product to all areas of
Karachi, and have further divided the city in five zones/district.
 Zone A : Gulshan –e- Iqbal.
 Zone B: District Korangi.
 Zone C: Defense all phases.
 Zone D: Sadder (M.A Jinnah Road).
 Zone E: Gulistan –e- Jauhar.
 Demographical:
Demographic segmentation on the basis of:
 Age
 Family size
 Income
 Gender
 Occupation
 Education
 Target Market:
Company will target following customers.
 Kids
 Mature

14.  Youth
 Teen age
 Old person
 Marketing Mix:
 Product
 Price
 Place
 Promotion
 Product Strategies:
 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 orders to accomplish this objectives, the company
has established sales, marketing and support teams.
 Product Variety:
Our product would be available in following flavors.

15.  Oranges.
 Grapes.
 Mangos.
 Apples.
 Mix fruits.
 Pineapples.
 Brand name:
The name of our Product “IZZE ENERGY JUICE”
 Quality:
High quality assurance would be our first priority. This would be
ensured by:
 Implementing high quality standards.
 Total quality management.
 Acquisition of the high raw material.

16.  Design:
“IZZE” is the sweet, Izze energy juice with an eye catching tetra pack.
 Features:
There are some features of our product.
 Fresh original fruit energy juice.
 Provide proteins , vitamins and minerals.
 Beneficial for kidney.
 Excellent in taste.
 Give freshness.
 Tetra pack protection packing.
 Product Packaging:
Product units are packed in 6 – layered carton in tetra brick aseptic.
 Product Size:
Our product is available in 50 ml to 800 ml pack.

17.  Pricing Plan:
Our Price includes custom services and others 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 Plan in Pakistan Rupees:
The total amount per unit price for 250ml packs that’s we will offer as
follows:
 The cost of fruits Rs 3 /-
 Electricity Rs 2 /-
 Factory Overhead Rs 3 /-
 Miscellaneous Rs 2 /-
 Retailer Margin Rs 2 /-
 Profit Rs 3 /-
 Total Price Rs 15 /-
In accordance of our strategy we have decided to offer the product to
customer at the price only 250 ml Rs 15 /- . The price is very much compatible
and the offer is substantial enough to attract a large percentage of market in a
very quick time.

18. PRICE
LOW
HIGH
PENETRATION PRODUCT
DEVELOPMENT
MARKET
DEVELOPMENT
DIVERSIFICATION
HIGHLOW
QUALITY
 Price and Quality Grid:
This grid shows what pricing strategy a firm is perusing.
According to the above grid we are offering high quality with low
rate/price and its simply follow product development.

19.  Place:
 Distributor Reviews:
To assure the availability of its product “izze” juice has
established effective network to registered dealers. The main target of these
juice in Karachi.
The end consumers would then purchases “izze” juice from retailer. The
distributor are most reliable in a region. They enjoy a flawless reputation
combined with business relations with numerous retailers even in the rural
areas of Karachi and near sides this his ensured that “izze” will be made
availability in Karachi. And its moving continues cycle graph. In above I
describe all places.
Manufacture
Distributor
WholesellerRetailer
Consumers

20.  Promotion:
Actually promotion is the first step when we are launching a new
product. But we make a strategy in last b/c we want our good image in the
mind of customers.
I will promoted in our product many types of advertising.
 Electronic media
 Print media
 Billboards
 Hoardings
 Electronic Media:
Channels Times Durations Price
Ary News
Samaa News
Dunya News
Prime time & News
Bulleton
News update &
Talk show time
1 min
1 min
1 min
1215000
180000
175000
Total 1570000
Early Day & News
update

23.  Action Program:
The “izze” will be introduced in may. Following are summaries of the action
program we will use during this summer session to achieve our stated objectives.
 Step 1:
We will initiate 80,00,000 rupees trades sales promotion campaign to educate
dealers and generate excitement for the product launch and provide sample crate our
selected product reviews, opinion leaders and celebrity as part of our public relation
strategy.
 Step 2:
We will start integrate print/display/television campaign. The campaign will
show how many features the “izze” have for user to reenergize them.
 Step 3:
As the juice advertisement continuous, we will add consumer sale promotion by
including them to our messages. We will also support or retailer to increase our sales.
 Step 4:
We plan to roll out a new advertisement having a new views of customers
through survey who have used our drink which will help to promote our juice.

24.  Budgeting:
Sr. No Description Amount
1 Cost of land 250,00,000
2 Raw material 5,00,0000
3 Stationery 50,000
4 Office & scheme expenses 1,00,000
5 Furniture 5,00,000
6 Staff salaries 50,000
7 Freight inward charges 60,000
8 Repair and maintenance 150,000
9 Research and Development 90,000
10 Technology 10,00,000
11 Marketing media expense 5,91,8000
12 Transportation & Logistics expense 5,00000
Total 3,92,28000

25.  Benefits to Customer After Making Budget:
Following are the additional benefits which are offered to the
customer to give them values.
 Give 5 rappers and get one free juice pack.
 Purchase 1 packet in 6 juice pack get free Rs. 50 balance of any network.
 If you a large crate of juice then you will be able to participate in lucky draw
and you can win following prizes.
 Nokia Mobile HTC
 DVDs Player
 Cash Rs 2500
 Controls:
This is the main and last element of 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 then its must
be corrected.
Three main functions are performed under this element of
planning that is:
 Measuring
 Comparing
 Correcting

26.  Measuring:
We can check our marketing condition through measuring in which
different types of tasks may be performed like:
 Survey:
Survey to the future : in order to learn weather people would like to
buy or use our product, we have to decided to conduct a market survey in future
so that we can assure that people likes our product or not.
 Comparing:
In controlling process we compare our product with our standards. In
future weather ( hot, winter, Air etc) and timely working, Market share also
competitors etc.
 Correcting:
If any problem occurs then correcting process will take place in which
we found that from where the problem will arises.
 A Market Organizations:
“IZZE” chief marketing officers, holds overall responsibility for all
company’s market activities. There are other subordinates with help the sales
campaigns, trade and consumer sales promotion and public relation efforts.

27. “Customer Feedback Survey”
Give Feedback in officially websites and
officially page in Facebook, twitter and give
opinion our product email address given below.
“Company waited your feedback”
www.Izze.com.pk
Facebook.com.pk/Izze Energy
Twitter@Izze.com.pk
IzzeEnergy@Juice.com.pk

28. Reference:
Especially thanks to sir haris lecturer marketing department of
bba in federal Urdu university at gulshan campus Karachi.
Presented by:
Umair khan : Umair.khan417@yahoo.com Mobile# 0303-8507589
Ali Ahsan : Pakaliahsan123@gmail.com
Tayyab Munir : Tayybsandhu@hotmail.com