REPORT ON LAUNCHING

OF NEW PRODUCT

REFRESH JUICE

National College Of Computer Sciences

Topic: Report On Launching Of New Juice Refresh

Submitted To: Mem mehvish,

Submitted by:

Name: Muhammed mehmood.

Roll #: B1002

Semester: 2nd

Session: 2012-15

Date: 27-09-2012

UNIVERSITY OF SOUTH ASIA

Rahim Yar Khan Campus

Contents of Marketing Plan

Part 1: Dedication

Part 2: Acknowledgement

Part 3: Executive summary

Part 4: Introduction

a) Vision statement

b) Mission statement

c) Company

d) Product

Part 5: Analysis

a) Current market situation

b) Objectives

c) SWOT analysis

d) Market survey

e) Marketing strategy

f) Basis of segmentation

g) Targeting

h) Marketing mix

Part 6: implementation and control

a) Budgeting

b) Action programs

Part 7: Annexes’

a) Customer feedback survey

Respected Sir,

I am pleased to submit my report on the launching of new juice

“Refresh” to you. I have tried my best to come up to your mark by

providing unique ideas and elegant presentation. I am thankful to you for

giving me an opportunity to survey, analyze and enhance my

knowledge.

Acknowledgement:

A work is never a work of an individual. I owe a sense of

gratitude to the intelligence and co-operation of those people who

had been so easy to let me understand what I needed from time to

time for completion of this exclusive project.

I want to express my special gratitude towards Mr. Abdul

Ghafoor lecturer, Marketing Management, for giving us such a

unique project.

Last but not the least I would like to forward my gratitude to all

the people who always endured me and stood by me and without

whom I could not have been envisaged the completion of my

project.

Executive summary:

This report explains the marketing plan for launching a fresh juice

named Refresh. This product have been made by FJ Beverages and

is approved from the Ministry Of Health. In the very beginning of

the report I explained the vision and mission statement of the

company and I have further carried out. It will be introduced in the

market with the help of various promotional displays and

advertisement and distribution of the samples to the general public.

This report examines that this product is initially launches in

Rahim Yar Khan’s domestic market. The study includes both

primary and secondary research. The primary study focus on

survey of the competitors and the likings and disliking of people.

Through this strategy company can penetrate in the market and can

attract bulk of customers.

For this purpose I have conducted SWOT analysis of the company

to see company’s strengths, weaknesses, opportunities and threats.

Then I have explained the purposes, benefits, and objectives of the

product. Then I have make the marketing mix strategy of my

product. I have divided market into different segments and decide

to target kids, youngsters, mature and old age persons.

I have also paid special attention to the packaging, color, and

price of the product, I have decide to place my product in the

Rahim Yar Khan market, especially canteens of schools, colleges,

and universities.

I will promote my product through electronic media, cable, and

outdoor sources. I have also conducted customer feedback survey

to know the opinion of public about my product. So that I can

develop it accordingly.

INTRODUCTION TO THE FJ

BEVERAGES

Company’s vision statement:

“Be the leader in the customer value”

Company’s mission statement:

“To set world class standard in the juice industry through providing a

diverse range of high quality juice products that are prepared. In

accordance with the Islamic principles striving to satisfy consumers’ tasks

and needs and serving the society.”

THE FJ BEVERAGES BUSINESS IN

RAHIM YAR KHAN:

FJ Beverages will commence its business in Rahim Yar Khan from October

2012. The factory facility has been founded on 2o canal area of land in the

Industrial Area of the city.

The factory is expected to match the demands of the product. Wee have

ensured the installation of modern, sophisticated and efficient equipment

conforming to the very latest standards of “Goods Manufacturing Practices”.

INTRODUCTION TO “REFRESH”

People started to perished under the scorching heat of summer in our

country.

They need an energy drink to refresh themselves. The Refresh is a fresh

juice product. It provides energy and keeps fresh when people feel weak or

tired from doing work.

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 their maximum.

The students, employees and workers become tired due to the workers

become tired due to the work burden and sunlight which make them feel

loose. They need an enrgy drink that makes them re energize so they may

be able to perform better again and feel fresh.

Slogan:

“The taste you desire”

Ingredients are:

Mango, orange, apple and mixed

Sugar

Ascorbic acid

Stabilizer

Preservative

Artificial flavor

Beta carotene

Current Market Situation:

Refresh is a fresh juice product that is going to be introduced in the

domestic market of Rahim Yar Khan. We are focusing to all levels of

generation. The kids, youth, old and over all families.

The price of the

Refresh of moderate, because it is for everyone in the market.

Objectives:

Following are some of the objectives of the company;

To increase the 25% market share

To increase the length of product line i.e. its five now, we should

increase it to 6 or 7 soon.

To increase profits

To face strong competitors i.e. like Shezan and Nestle

SWOT Analysis:

Strength

Weakness

Opportunity

Threat

Strengths:

Updated technology plant

Quality product

Specialists available for specialized jobs and tasks

Hire experienced staff

Medical insurance of employees

Pakistani made

Targeted to low and middle class people

Reasonable price

Expiry date above 6 months

Weaknesses:

New in juice industry

Small distribution network

Strong competitor

No market share

Limited experience of customers

Opportunities:

Increase the distribution network

Acquiring the newer technology and techniques

Market is very big and attractive

Takeover of the distribution

Threats:

Political instability

New entrance from the competitors

So many competitors

Retaining consumers

Economic instability

Increase of general sales tax

Development of plant

Our Competitors:

The Refresh is currently facing a competitive environment. Because the

competitors of Refresh are:

Shezan

Country

Nestle

Product review:

The Refresh is available in 250ml size and available in different flavours like:

Mango

Orange

Apple

Pineapple

Mix fruit

Competitive Review:

Refresh Competitor:

The competitors of Refresh are more than 5. Nestle and Shezan are leading

market right now and other are far away from it.

Nestle and Shezan have loyal customers over the years because they are very old

and customers are aware of their merits and demerits. The company’s first purpose

is to compete with the competitors having large market share.

The main competitors are;

SHEZAN

Product:

All Pure juice is a product by Shezan International Ltd.

Qualities:

High quality availability

Large range of flavors

Standardized and attractive packing

Large promotion and market coverage

Available in various weights packing

Price:

Minimum price of juice is Rs. 15

Place:

Shezan has a 35% market share in Pakistan.

Promotion:

They promote their product through

Electronic media

Print media

FM radio

Sales promotion

NESTLE

Product:

Nestle Fruita Vitals is a product by Nestle International.

Quality:

Large promotions and market coverage

Large range of flavors

High availability

Price:

Minimum price of juice is Rs.20

Promotion:

They promote their product through

Electronic media

Print media

Sales promotion

Place:

Nestle has a 45% market share in Pakistan.

Marketing strategy:

The marketing strategy is based on positioning of the product in the mind of

consumers.

Providing high quality juice to the customers

We will distribute our product on mass level to that we can

maximize the profitability

Positioning strategies:

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 is an instant.

Market Segmentation:

Refresh will have market segmentation on two basis;

Geographical segmentation

Demographic segmentation

Geographical segmentation:

The Refresh geographic target area is Rahim Yar Khan. Supplying

product to all areas of Rahim Yar Khan, and have further divided the city

into five zones.

Zone A: Gulshan-e-usman

Zone B: Gulshan-e-iqbal

Zone C: Church road

Zone D: Shahi road

Zone E: Jinnah Park

Demographic segmentation:

Demographic segmentation is done on the basis of;

Age

Gender

Income occupation

Education

Lifestyles

Social classes

Family size

Market Targeting:

Steps involve in it are;

1) Evaluate market segments:

The segments have been selected need to be evaluated properly. For this

three points are considered that are:

Segment size and growth: it needs to consider the geographic

and demographic segments company has selected for introducing

juice, the size of the segment where the juice is going to be launched

and its growth.

Segment structural attractiveness: it involves power of the

buyers of the juice, suppliers of the juice and its availability in the

segment

Company’s objectives and resources: targeting should be

done in a way so that the company can achieve its targets with the

resources it have

2) Selecting segments: the segments selected by the company for

juice are:

Undifferentiated

Niche (concentrated)

Targeting:

Company will target following customers:

Kids

Youth

Mature

Youngsters

Marketing mix:

Product

Price

Promotion

Place

Product strategy:

Develop the long term relationship with the customers

Give values to the customers to delighting them

Do whatever it takes not to satisfy the customers but retain our customers

In order to accomplish this objective the company has established sales,

marketing and support terms

Product variety:

Our product would be available in following flavors:

Mango

Apple

Orange

Grapes

Mix fruit

Brand name:

The name which we have chosen for our product is “Refresh”

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 quality raw material

Design:

“Refresh” is a sweet, refreshing juice with an eye catching Tetra pack.

Features:

Here are some features of our product:

Fresh original fruit juice

Provides proteins and minerals

Provides vitamins

Beneficial for kidneys

Excellent in taste

Give freshness

Tetra pack protection packing

Packaging:

Product units are packed in 6-layerad Tetra Pack Brick Aseptic

Pricing strategies:

Our pricing strategies for the product are for total cost which includes customs

services and other expenses. Pricing strategies usually changes 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.

Amount in Pak Rupees:

The total per unit price for 250 ml packs that we will offer as follow:

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 to our strategy we have decided to offer the product to the

customers at the price of Rs.15.The price is very much compatible and the offer is

substantial enough to attract a large percentage of market in very quick time.

i. W

e

g

i

i

O

According to this grid we are introducing new product in current market so we

follow Product Development Strategy.

Communication strategies:

Promotion:

Current Product

New Product

Current

Market

Market Penetration Strategy

Product Development Strategy

New

Market

Market Development

strategy

Diversification Strategy

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 product image in mind of

customers, so that they will buy only our product.

Criteria promotion:

a) Awareness

b) Knowledge

c) Liking

d) Preference

e) Purchasing

Main Source Of Promotion:

I. Electronic media

II. Print media

III. Cable network

IV. Bill boards

V. Hoardings

Electronic media

Channels Time Duration Total

Geo Tv Prime Time,Post

Prime Time

1 Min 12 15 000

AAG Tv Prime

Time,Early Day

1Min 1 80 000

AAJ Tv Early Day,Prime

Time

1Min 1 75 000

Hum Tv Post Prime,Pre-

Prime

1Min 2 40 000

Din Tv Early

Time,Prime

Time

1Min 2 80 000

Total 20 90 000

Print media:

News paper

&magazines

Page Coloured

or black

and white

Size Daily

basis

Weekly

basis

Charges

Jang Front Coloured Standard

size

Daily 18600

Express Mid Coloured Standard

size

Daily 5000

Din Front Coloured Standard

size

Daily 15000

The Daily

Times

Back Coloured Standard

size

Daily 17500

Nawa waqt Back Coloured Standard

size

Daily 15000

Akhbar-e-

jahan

Back Coloured Full size Weekly 600 000

Total 683600

Bill boards:

Location Size Duration Total cost

Jugno Chowk 20*60 1 month 2 15 000

Jail Road 20*60 1 month 70 000

Town hall 20*60 1 month 1 15 000

Club Road 20*60 1 month 1 50 000

Total 5 50 000

Hoardings:

Location Size Duration Total cost

Shahi Road 30*90 1 month 12 00 00

Khanpur Road 30*90 1 month 10 00 00

City Centre 30*90 1 month 10 00 00

Total 32 00 00

Cable:

Location Time Cost

Gulshan-e-usman 6:00to10:00 30000

Gulshan-e-iqbal 4:00to8:00 10000

Abbasia Town 12:00to8:00 25000

Church Road 5:00to11:00 20000

Total 85000

Benefits:

Following are the additional benefits which are offered to the customers to give

them value:

I. Give 5 rappers and get one free juice pack

II. Purchases ten juice pack and get one pack free

III. If you purchases a small crate of juice then you will able to participate in

lucky draw and you can win following prizes:

1. Samsung FM Guru

2. DVD system

3. Rs.5000

Places:

Distributors Review:

To assure the availability of its product.”Refresh” juice has established effective

network of registered dealers. The main target of these juice is Rahim Yar Khan.

The end consumers would then purchases “Refresh” juice from 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 area of the Rahim Yar Khan and near sides. This has ensured that “Refresh”

will be made available all over Rahim Yar Khan.

Budgeting:

Sr. No Description Amount

MANUFACTURER

DISTRIBUTOR

WHOLESELLERRETAILER

CONSUMERS

1 Cost of land 250,00,000

2 Raw material 5,00,0000

3 Stationery 50,000

4 Office expenses 1,00,000

5 Furniture 5,00,000

6 Staff salaries 50,000

7 Freight inward charges 60,000

8 Repair and maintainance 150,000

9 Research and development 90,000

10 Technology 10,00,000

11 Marketing media expense 6,648,630

Total 38,648,630

Controls:

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 then it must be corrected

Three main function are performed under this element of planning that is:

1. Measuring

2. Comparing

3. Correcting

Measuring:

We can check our marketing condition through measuring in which different

types of tasks may be performed like:

Survey

Survey for the future:

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.

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.

A Marketing Organization:

Refresh’s chief marketing officers,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 promotion,and public relation efforts.

Action programs:

The Refresh 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 lunch and provide sample crate to

our selected product reviews, opinion leaders and celebrities 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 Refresh have for user to reenergize them.

Step 3:

As the juice advertisement continues, 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 new views of customers

through survey who have used our drink which will help to promote our juice.

CUSTOMER

FEEDBACK

SURVEY

ii. G

iii.

iv. o

o

v.

vi.

REFRESH JUICE

FJ Beverages

We hope you enjoyed the taste of Refresh! To help us better serve you, please complete this survey and return it to us at your convenience. Thank you!

Very Important

Somewhat Important

Not Important

Availability Discounts offered Packaging Price Juice Range

How many times you take juice daily?

a) 1

b) 2

c) More than 2

d) None

Which juice you prefer to have?

a) Loose

b) Packed

At which brand you rely?

a) Nestle

b) Shezan

c) Refresh

You like juice?

a) With sugar

b) Without sugar

What matters you most?

a) Taste

b) Quality

c) Price

How many points will you give to these products out of 10 points

a) Nestle _____

b) Shezan _____

c) Refresh _____

Up to how much price can you pay for a 250ml juice

a) Rs. I5

b) Rs. 17

c) Rs. 18

d) Rs. 20

Which flavor you like the most?

Ans:

Would you recommend our juice to your friends?

Ans:

Please rate the quality of our product

a) Excellent

b) Good

c) Average

Any suggestions: _______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

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