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PRINCIPLES OF MARKETING

Group members

Onaiza Kaleem Ansari 57457

 Amna Iqbal 57432

Sameed Javed 57346

Raa! A"#$er 5577%

&roo' Ausa 57552

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  GOALS and OBJECTIVES

( PROFITABILITY:-

( )roi$abili$! means !ou #ave in*rease $#e proi$ da! b! da!and +#e proi$abili$! o $#e *ompan! durin, $#e !ear underrevie- -as ur$#er ae*$ed be*ause o a redu*$ion in o$#er

in*ome.

( CUSTOMER SATISFACTION/ $#e valuable a*$or o *us$omerrela$ions#ip and Jam0e0 S#irin in*reasin, *us$omer rela$ions#ip

( MARKET SHARE/Jam0e0s#irin ,loball! mar"e$ s#are is ver! #i,#

ra$#er $#an *ompe$i$ors and mar"e$ s#are is 61 and in*reasin,l! in$#e runnin, $ra*".

( EMPLOYEE TURN OVER RATE/ars#i Jam e S#irin provide alo$s o benei$s and *on$inuous $rainin, pro,ram or en#an*in, $#eirs"ills and abili$ies or $#e u$ure developmen$ $#is reason is or

de*reasin, emplo!ee $urn over ra$e in a !ears

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INTERNAL ENVIRONMENT

( CUSTOMERS:( A$ our $eam o Sales ar"e$in, o*uses on

deli,#$in, *us$omers $#rou,# ma"in, availablequali$! produ*$s a$ $#e mar"e$ pla*e a$ $#e ri,#$pri*e

( SUPPLIERS: +#is is $#e main *ompe$i$ive

advan$a,e $#a$ ars#i #ave $#eir o-n supplier.( COMPETITORS: *ompe$i$ors o Jam0e0s#irin is

roo# aza

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EXTERNAL ENVIRONMENT

( POLITICAL AND LEGAL ENVIRONMENT: $#usdrin" indus$r! $oo is moni$ored and ans-erable $o rulesand re,ula$ions developed b! $#e monopol! *on$rol

au$#ori$! o )a"is$an.( SOCIAL AND CULTURAL ENVIRONMENT: Our

so*ial responsibili$! approa*# o*uses on si main pillars0 business *ondu*$ emplo!men$ pra*$i*es o**upa$ional

#eal$# and sae$! *ommuni$! involvemen$ *us$omer andsupplier rela$ions and moni$orin, and repor$in,.

(   TECHNOLOGICAL ENVIRONMENT: ars#iIndus$ries #ave bes$ $e*#nolo,! or $#e opera$ions o $#e

 business.

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( SWOT ANALYSIS

(  STRENGTHS:-  8rand name produ*$ varian$ mar"e$ s#are aordable.

( WEAKNESS:-

  Res$ri*$ion *olour less adver$isin, re*ession

( OPPURTUNITIES:-

)eople )reeren*e 9onsumer li"e $o $as$e ne- lavors.

( THREATS:-

  Gro-in, number o *ompe$i$ion in $#e mar"e$ And :e- ;n$ran$s

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BCG MATRIX:

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Jam e shirin lies in cash cow for Qarshi industries because it iscapturing highest market share amongst its competitors.

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STRATEGIES

 A s$ra$e,! es$ablis#es a vision $#a$ s#o-s #o- *ompan! *an

dieren$ia$e i$sel e*onomi*all! rom *ompe$i$ors.

• DIFFRENTIATION STRATEGY:-

  +#e or,aniza$ion<s resour*es and a$$en$ion are dire*$ed $o-arddis$in,uis#in, i$s produ*$s rom $#ose o $#e *ompe$i$ion.

( COST LEADERSHIP STRATEGY:-

  +#e or,aniza$ion<s resour*es and a$$en$ion are dire*$ed $o-ardminimizin, *os$s $o opera$e more ei*ien$l! $#an $#e*ompe$i$ion

( FOCUSED DIFFRENTIATION STRATEGY:-  +#e or,aniza$ion *on*en$ra$es on one spe*ial mar"e$ se,men$and $ries $o oer *us$omers in $#a$ se,men$ a unique produ*$.

( FOCUSED COST LEADERSHIP STRATEGY:-

  +#e or,aniza$ion *on*en$ra$es on one spe*ial mar"e$ se,men$

and $ries in $#a$ se,men$ $o be $#e provider -i$# lo-es$ *os$s.

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 Launching a new product:

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 Launching a new product:

( JAM-E-SHIRIN SQUASHES Objec!"e#:

( In$rodu*es a ne- 'am0e0s#irin rui$ squas# -i$# real e$ra*$ o rui$s.

( +o *ap$ure $#e $ar,e$ o 31 per*en$ in $#e *urren$ mar"e$ s#are

( And #opeull! a*#ievin, 41 per*en$ o $#e mar"e$ s#are in $#eup*omin, !ear.

( S!$%!&' %'%()#!#/

( =rui$ bevera,e mar"e$ in )a"is$an is in$ima$el! -or$# -i$#Rs/%11*rore >in*ludin, $#e ne*$ars drin"s squas#es 'ui*es?

( Jui*e a**oun$s

(61( :e*$ar

( %1

( =rui$ squas#es

( 31

PRINT MEDIA 

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product Introduces jam-e-shirin fruit squashes in many variants using the ure fruits e!tract "tra#$erry% a&e% orange% &emon% inea&e%

mango'

PRICE

)ri*e based s$ra$e,! is a value based s$ra$e,!.

Jam0e0s#irin -ill be se$$in, i$s rui$ squas# pri*e

 based on bu!er@s per*ep$ion o value.PLACE

Jam e s#irin rui$ squas#es -ill be irs$l! be

in$rodu*ed in ma'or *i$ies li"e Kara*#i a#ore

and Islamabad. i$ -ill be dis$ribu$ed a$ $#e same

ou$le$s as Jam e s#irin.

PROMOTION:

 A ,ood pa*"a,e *an oer sel0promo$ion. A$er an

apparen$ pa*"a,in, $#e promo$ion o a produ*$ s#ould

s$ar$ -i$#/

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PROMOTION:A good ac(age can offer se&f-romotion' After an aarent ac(aging% the romotion of a roduct shou&d start #ith:

( 9O;R9IA A&:9B

(  )&8I9 A&:9B

( I:+;R:;+( CID;O

( RADIO

( )RI:+ ;DIA 

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")*T A+A,"I":

( "TR.+G/T":(

Meeting the highest qua&ity standards( Afforda$&e

( Better innovative and hygiene ac(ing

( 0112 natura& made from natura& fruit u&

( Brand name( ).A3+."".":( It is ne# roduct it #i&& ta(e time in gaining

ou&arity

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")*T A+A,"I":

( .!istence of cometitors

( At start distri$ution set u #i&& $e #ea(

( *44*RT5+ITI.":( Increasing demand of fruit squashes

( 6ery fe# cometitors

( Can increase distri$ution net#or(( Acquiring advance and &atest techno&ogy

( Threats:

( Increase in genera& sa&es ta!

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")*T A+A,"I":

( Cometitors strong $rand images

( +on roer su&y may cause ro$&ems

( Introduction of ne# f&avor squashes

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BCG MATRIX:

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Our new product Jam e shirin fruit squashes lie in question mark of the

 bcg matrix , because it has not enter the market yet. Our product needs toincrease its market share quicly or it will become dogs for the company

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• Segmentation of new product • Ge&*+%,!c%( #e*.e'%!&'/

  9ompan! is *onsidered $o $ar,e$ all $#e ma'or *i$ies o)a"is$an li"e Islamabad =aisalabad Kara*#i a#oremul$an. =or $#e ini$ial laun*# o $#e squas#es.

• De.&*+%,!c# #e*.e'%!&':

•  A,e/ 6EE%%. %2EE%F %EEE24 25EE35 and above• Gender/ male and emale

• =amil! size/ 203 406 70%2

• =amil! lie *!*le/ sin,le married !oun, *ouples amil!

 -i$# *#ildren and paren$s.• O**upa$ion/ bo$# $#e blue *ollar and $#e -#i$e *ollar

• ;du*a$ion/ li$era$e illi$era$e s*#ool ,oin, *olle,euniversi$! ,radua$e proessionals

•Reli,ionH no$ spe*ii*

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 P#)c&*+%,!c# #e*.e'%!&'/

( So*ial *lass/ upper *lass middle *lass lo-er*lass -or"in, *lass

( ie s$!les/ s$rivers a*#ievers

( )ersonali$! /en$#usias$i* ambi$ious spor$! 

  Be%"!&+%( #e*.e'%!&':( O**asions/ es$ivals ramzan seasonal

( 8enei$s/ #eal$#! e*onomi* quali$! appe$izer

( &ser s$a$us/ re,ular user

( &ser ra$es/ medium

( A$$i$ude $o-ards $#e produ*$/ posi$ive. reliablesa$isied

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