RIPHAH INTERNATIONAL UNIVERSITY

Project of Marketing Plan for New Product

Presented to

PROF. ARIF VASEER

Presented by:

MISBAHULLAH 16328

MUHAMMAD WAQAS 16418

AWAIS SHAH 16288

M RAMEEZ 17233

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Company name:

FRESH VITA JUICE (PVT). Ltd Company logo:

Product name:

FRESH VITA JUICE

Product logo:

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Contents of Marketing Plan

Part: 1 Executive Summery

Part: 2 Purposes and Mission

Part: 3 Situational Analyses:

Product Market Analysis

Distribution Analysis Competitor Analysis Financial Analysis Other Analysis

Part: 4 Strategy and objective:

Marketing strategy Marketing objectives

Part: 5 Technical programmed:

Market Product Promotion Distribution Pricing Other

Part:6 Budget performance analysis implementation:

Budget and analysis Implementation

Part: 7 Additional considerations:

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Executive Summary

The report explain the marketing plan for launching a fresh juice named Fresh Vita This product has been made by the Fresh Vita (PVT) Limited Company is improved from the ministry of health. In the beginning of the report we have explained the mission and vision of the Fresh Vita (PVT) Limited Company. And then we have future carried out our. It will be introduce in the market with the help of various promotional display advertisements and distribution of free samples to the general public and financial institution.

This report examine that this product is initially launching in Rawalpindi’s domestic market. The study included both primary and secondary research. The primary study focused on a survey of the competitors and the liking and disliking of the people. Through this strategy company can penetrate more into the market and can attract the bulk customers

For the purpose we have contracted SWOT analysis of the company to see company’s strength, weakness opportunities and threats. Then we have explained the purpose benefits and objectives of the product.

Then we have made a marketing mix strategy for our product. We have divided market into different segment and decided to target customers of all ages.

We have also paid special attention to packaging color and price of the product. We have decided to place the product in all the markets of Punjab specially canteen of college and universities

We will promote our product through various means of advertisement. We shall also conduct market survey in near future to know the opinion of the public about our product and developed our product accordingly.

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The Fresh Vita (Pvt) Company Vision:

“Be the global leader in customer value”

Mission:

“To set world class standard in juice industry through providing a diverse range of high quality products that are prepared in according with Islamic principals serving to satisfy customers taste and need and serve the society”

The Fresh Vita in RawalpindiThe Fresh Vita will commence its operation in Rawalpindi from Feb 2016. The factory facility has been founded on 05 canal area of land in the industrial area of korang town Rawalpindi. The factory is expected to match the demand of our product. We have ensure the installation of modern sophisticated and efficient equipment confirming to the very latest standard of “Good Manufacturing Practices”

Introduction to “Fresh Vita”People started too perished under the scorching the heat of summer in our country they need of energy drink to refresh themselves Fresh Vita is a fresh juice product. It provide energy and keep fresh when feel weak and tired after doing lot of work in whole day.

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It contains vitamin and proteins which is useful energy sources. Vitamins gives freshness and proteins are the energy cells that are recharge the human body so they work at their maximum.

The students employee and workers all field of humans become tired due to the work burden and sunlight which make them feel lose. They need an energy drink that make them energize so they may be able to perform better again and feel fresh.

Slogan:

“Refreshing World”

Ingredients are: Mango apple pine apple banana grapes mix

Artificial colors

Stabilizers

Ascorbic acid

Beta carotene

Sugar

Objectives: To increase market shares

To increase the length of product line

To increase profit

To satisfy customer

To face the strong competition

Current Market Situations“Fresh Vita” is fresh juice product that is going introduce in Rawalpindi domestic market. We are focusing to all levels of generation. The price of Fresh Vita is moderate because it is for all.

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Market segmentations: The consumer of “Fresh Vita” consists of the followings:

Geographic: A zone (Satellite town Rawalpindi)

B zone (Koh i Noor Mills Naseerabad ,Rawalpindi Cantt )

C zone (Air Port Road ,Chaklala Rawalpindi)

D zone (Raja Bazaar Area, Rawalpindi)

E zone (Dhamyal Road, Rawalpindi)

Demographic: Kids

Elders

Patients

Etc.

Our competitors: The Fresh Vita is currently facing very competitive environment. Because already in market following competitors are:

Shezan Nestle

Benz

Product review: The Fresh Vita is available in 200ml size and in different flavors

Banana Mango

Grapes

Mix

Orange

Pineapple

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COMPETITIVE REVIEW

Fresh Vita Competitors:

The competitors of Fresh Vita are more than ten. Shezan and nestle are leading market right now and other companies are also have a great image in market. Shezan and nestle have loyal customer in all over the Pakistan because both are capturing the market for so many years in market. Our aim to compete our all competitors in short period of time.

Our main competitors are and

Competitor’s Qualities: Good distributions channel

So many flavors

Standard and attractive packing

Large production and market coverage

Availability in various weights packing

Price:

Minimum price of juice is Rs. 20/- (250 ML)

Place:

Shezan has a large market share in Pakistan

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Promotion:

They promote this product through

a. Electric mediab. Print mediac. FM radiod. Wall chalking

Price:

Minimum price of juice is Rs. 30/- (200 ML)

Product:

Nestle beverages is product by nestle international

Qualities of nestle:

a. large promotion and market coverageb. large range of flavorsc. high availability

Place :

Nestle has a large market share in Pakistan

Strategy:

Creating share value global forum Good pricing Better quality By offering different flavors Intensive distribution Attractive packaging

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SWOT Analysis of Fresh Vita

Strength

Weakness

Opportunity

Threats

Strengths:

Updated technology plant Quality product Specialist available for specialize task jobs Hire experience staff Pakistani made Targeted to low and middle class people Reasonable price Expiry date above six months

Weakness:

New in juice industry Small distribution network Strong competitors No market share Limited experience of customers

Opportunities: 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 due to Rawalpindi

being a develop city and density in population

Threats: Political instability New entrance of exiting competitors So many competitors Retaining consumers

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Economic instability Increase of general sales tax Development of plant

Marketing Strategy and ObjectivesThe marketing strategy is based on positioning of product in the mind of consumers.

Providing high quality juice to the customers. We will distribute our product on mass level so that we can

maximize the profitability.

1 . 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’ collage and graduate students and government sector that have to work hard and need to “Refresh” them an instant,

2. Segmentation:

We made the market segmentation on following basses

Geographic Demographic Psychographic Behavioral

Geographic segmentation:

Region City Rural and semi urban areas

Demographic segmentation:

Age Family size Gender Income Occupation Education

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Psychographic segmentation:

Socioeconomic classification (SEC) Life style Personality

Behavioral segmentation:

Occasions Benefits User status Usage rate Loyalty status Readiness stage Attitude towards the product

3. Targeting:

We will target the following customers

Kids Youngsters Mature Old age persons

Marketing Mix Product Price Promotion Place

1. Product strategy:

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

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In order to accomplish this objective, the company has established sales, marketing and support teams.

Product variety :

Our product would be available in following flavors

Orange Grapes Pine Apple Mango Banana Mix fruit Apple

Brand Name The name of our product is “Fresh Vita”

Design:

Fresh Vita is the sweet, fresh juice with an eye catching tetra pack

Features:

Here are some features of our product

Fresh original fruit juice Provide proteins and minerals Provide vitamins Beneficial for kidney Excellent in taste

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Gives freshness Tetra pack protection packing

Quality:

High quality assurance would be our first priority-high performance would be:

Implementing high quality standards Total quality management

Acquisition of high quality raw mat

Packaging: Product units are packed in 6-layered Tetra Brick Aseptic.

Size: Our product is available in 250 ml and 1 Ltr pack

2. Pricing Plan: Our price includes custom services and other 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 in Pakistan Rupees:

Production Cost Rs 13/-

Miscellaneous Rs 2/-

Retailer margin Rs 2/-

Profit Rs3/-

Total price Rs20/-

According to our above pricing plan we have decided to offer the product to customers at Rs.20.The price is very much competitive and offer is feasible enough to catch a large percentage of market shares.

PRICE AND QUALITY GRID:

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This grid shows what pricing strategy a firm is perusing;

PRIC

E

LOW

HIGH

PRESENTATION PRODUCT DEVELOPMENT

MARKET DEVELOPMENT

DIVERSIFICATION

LOW HIGH

QUALITY:

According to the above grid we are offering high quality with low rate.

3. Communication plan:

Promotion:Actually promotion is the first step when we are launching a product. But we make its strategy in last because we want our good image in the mind of our customers.

Criteria for promotion: Our main objective to provide:

Awareness Knowledge

Liking

Preference

purchasing

Core sources of promotion: Electronic media

Print media

cable network

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billboards

hoardings

Electronic Media

CHENNEL TIME DURATION TOTAL

GEO Prime time & Post prime time 15 Sec 50,000

PTV Sports Prime time & Early day 15 Sec 30,000

Hum TV Early day & Prime time 15 Sec 35,000

TOTAL 1,15,000

Print Media

NEWS PAPER

PAGR COLOR OR

BLACK & WHITE

SIZE DAILY BASIS

WEEKLY BASIS

CHARGES

JANG FRONT COLORED STANDARD SIZE

DAILY 15000

EXPRESS MID COLORED STANDARD SIZE

DAILY 8000

AKHBAR-E-JAHAN

BACK COLORED FULL WEEKLY 12000

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TOTAL 35000

Bill Boards

LOCATION SIZE DURATION TOTAL COST

Sadder 20’’60 1 MONTH 60,000

Air Port Road 20’’60 1 MONTH 70,000

Naseerabad 20’’60 1 MONTH 30,000

TOTAL 1,60,000

E-Electronics Add sharing in social media

www.facebook.com/freshvita

www.twitter.com/freshvita

Benefits: Following are the additional benefits which are offering to the customers to give them values:

Give five rappers and get one juice pack Purchase ten pack & get one free juice

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If you purchase one crate of juice then you would able to participate in lucky draw for following:

Place:

Distribution reviews:To assure the availability of its product * Fresh Vita * juice has established affective dealer network.

The main target of these juices is Rawalpindi.

The end consumer would then purchase “fresh “from the retailer. The distributors are the most reliable distributor in the region

BUDGETING

S. Description Amount

Manufacturer

DISTRIBUTOR

RETAILER

CONSUMER

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No

1 Cost of land( Rental) 2,00,000

2 Plant and Machinery 7,00,000

3 Raw material 3,00,000

4 Stationary 15,000

5 Office expenses 1,00,000

6 Furniture 1,00,000

7 Staff salaries 2,50,000

8 Freight inward/outward charges 55,000

9 Repair & maintenance 95,000

10 Research & development 1,15,000

11 Marketing & media expenses 3,10,000

TOTAL 22,40,000

Control: This is the main and last element of the marketing planning by using this we can check the standard of our product for the purpose of correcting any error if occurs

There are three main functions are performed under this element of planning:

Measuring Comparing

Correcting

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Measuring:We can check marketing condition through meaning in which different type of task may be performed like

Surveys

Survey for the future :In order to learn weather people would like to buy our product, we have decided to conduct a market survey in future so that we can assure that people like our product or not.

Comparing: In controlling process we compare our product with our standards

Correcting: If any problem occurs then correcting process will take place in which we found that from where the problem will arises.

Marketing organization: Fresh Vita’s chief marketing officer, hold overall responsibility for all the company’s marketing activities so. There are other subordinates with him to help the sales campaigns, trade and consumer sales promotion, and public relation efforts.

Reference:

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SPECILY THANKS:KHALID KHAN FROM MARKETING DEPARTMENT

EMAIL: LOVE.REAL312@YAHOO.COM

SAAD AHMAD (MARKETING MANAGER)

EMAIL: R.RSPAB312@GMAIL.COM

Please give us feedback and guide us with your comments

We will appreciate your participation

Misbah Ullah 03129232531

Muhammad Waqas 03415913952

Muhammad Awais Shah 03000882054

Muhammad Rameez 03315958732

E-mail Address:

awaisshah9@yahoo.com

Website:

www.freshvita.com (in progress)

Thank You.

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