Vegetarian Project

8/2/2019 Vegetarian Project

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Marketing Plan

Of

Being Vegetarian

For Pakistani Public

Prepared For

Mr. Basit Afzal

Prepared By

Names Reg.No

Ali Raza Kazmi 2091126

Sana Razzaq 2101075

Imran Khan 2101065

Asmat Ullah Nasir 2101042

Umar Daraz 2101197

1 Go Veggi Harvest your Health!


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Executive Summary

The following marketing plan is the idea of To Be Vegetarian for Pakistani People. Forthis idea, our NGO namely VIGOR is doing a campaign. This idea if proved to successful

funding will be provided by UNO which will be used for welfare of society as a whole.

We will try to serve all over the Pakistan including both villagers and citizens as well as

people of all age and income group according to the strategy fit for them. Furthermore, we

conducted Environmental, Social, Religious and Cultural Analysis through which we came to

know that how badly health and lives of people are affected by eating meat as a major part of

their food as well as what will be the consequences which we will have to face as a result of this

promotion of this idea in Pakistan.

We also tried to resolve 2 major hurdles for our plan that is Religion is not in our favor

and Culture is also not in our favor. We made SWOT Analysis of this plan and then came to

know about our strengths and weaknesses also about opportunities and threats. Then we

designed our Marketing Strategy accordingly serving each demographic sector separately. Main

emphasis of which was on promotion. If we talk about Marketing Mix Strategy, here being an

idea we just used 2 Ps Product and Promotion no need for placement and price. No distribution

channels are required.

We used promotion aggressively by using both the methods of both Above the Line &

Below the Line method and tried to cover each and every aspect of Promotion.

Also we tried to have a Contingency Plan in case if we were unable to achieve our goals.



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2. Current Market Situation:

Market Needs:

First of all, we have found out that what are the consequences which lead us to this idea. The main

reason for it is improper diet of Pakistani People. Everything that we do has consequences. Eating

junk food makes us fat, raises blood pressure and puts the threat of cancer into our lives. Followinga vegetarian lifestyle irresponsibly can lead to malnutrition and health problems. So we must have a

balance in our diet and those basic requirements of nutrients which we get from meat if can be

obtained from vegetables also then using meat in daily life may put us to a danger of involving indiseases.

What is important here is to balance the vegetarian diet to insure that proper nutrition is achieved.A vegetarian diet is different from an omnivorous diet in that it relies on beans and lentils for its

source of proteins. By following a plant based diet, we limit our chances of cancer, according to

the World Cancer Research Fund. We also retain the chemicals, hormones and antibiotics that are

fed to cattle to accelerate growth and cause weight gain. Meat also works to raise cholesterol levels.It is suspected that meat-eaters are prime candidates for degenerative diseases, such as arthritis and

gout.

Here we will find out that following Factors count for major cardiac and blood

pressure related disease rates in Pakistan mostly that are related to our diet.

1. HealthTo look active smart and having good figure is right of everyone but is difficult to achieve

and maintain.Nowadays, we hardly hear of anyone dying peacefully due to old age anymore. It is almost as if

people have come to believe that diseases come naturally with aging. But that is far from being the

truth. It is never a "natural" process that these diseases will hit us. We are almost totally responsiblefor them ourselves. This is especially the case for heart disease and stroke. Though there are many

contributive factors to the occurrence of these diseases, such as smoking, the most significant riskfactors are still diet and nutrition. Cancer, heart disease and stroke are the top three major killer of

Pakistanis. Together, they account for more than 50% of our total deaths.When a country becomes more affluent and consumption of meat and dairy products increases, so

do the rates of cancer, heart disease and stroke. This trend can be observed all over the world.

Evidences have shown that atherosclerosis has its roots in dietary intake of saturated fats andcholesterol, which are found in high content in red meat, eggs and dairy products.



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2. Nutrition:

1. Nutritional benefits of plant foods

Plant Foods are the ONLY source of Fibers and Complex Carbohydrates!

In fact, many plant foods are loaded with fibers. Besides that, many plant foods are rich infoliate which protect against heart diseases by lowering the homocysteine in the blood. Plant

foods also contain plenty of antioxidants, such as Vitamin C, vitamin E and selenium, whichprotects your body cells from damage by free radicals. They are also the only source of

photochemical, which protect our health in many ways. As such, a vegan diet is a most natural

and effective way to protect against many diseases such as cancer, heart diseases and stroke.

Whats more, all plant foods contain absolutely zero cholesterol, and almost all containinsignificant amount of saturated fats.

2. Harmfulness of animal products

Animal Products are the ONLY source of Dietary Cholesterol!

Besides high cholesterol, they also contain high content of saturated fats, harmful excessivemeat-proteins and high levels of toxicities due to pesticides and antibiotics. In fact, meatcontains approximately 14 times more pesticides than do plant foods! And dairy and meat

products have been found to be responsible for over 95% of the populations intake of DDT!

This is because livestock are often fed with grains that contain high levels of pesticides. Some of

them are even fed with unwanted parts of other animals, which may lead to the occurrence andspread of many diseases such as the mad-cow and the bird-flu virus. For the livestock to survive

in the harsh factory farming conditions, they are often injected with many chemicals and

antibiotics to promote unnatural growth. All these will be passed to us when we eat their meat.Most importantly, animal products supply NO fibers or complex carbohydrates at all.

3. Pollution:1. The meat industry is one of the greatest polluter of our waters.

2. Animals raised for food produce 130 times as much excrement as the entire human

population (Senate Agricultural Committee, 1997).3. Livestock agriculture accounts for almost 40% of nitrogen and 35% of phosphorous that

pollute waters.

4. Methane-emitting livestock contribute massively to the 'Greenhouse Effect' and global

warming, accounting for 15 to 20% of global methane emissions.

4. Slaughtering is not Hygienic:It has proved from research that is Pakistan the slaughtering techniques used are not hygienic

most of the time flies and mosquitoes are flying over the meat which can cause most famousdisease of now a days named as Dengue also most of butchers do not care to follow all Islamic

ways of slaughtering.So far we have noticed those problems which are major reason of mortality rates in Pakistan and

also for Diseases of People now if we have a close liaison on all of them, we will come to know

that our eating habits of having meat as a major part of diet is the greatest threat.



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2. Situation Analysis:

1. CustomerOur target customer is Pakistani People which belongs to all age groups. Also belong to differentgender and Economic Background so we will have to design our idea in such way that we can

cover all types of customers demographically.

2. Company

Keeping in view health miseries of Pakistani People we decided to open an NGO which we willperform an act of social work for welfare of people. Basic idea behind that was to enhance health of

people by convincing them slightly move towards vegetarian habits. The name of our company is

VIGORand we have decided to run a campaign to promote our idea among Pakistani people.

Mission Statement:

We want to provide healthy life style to Pakistani People by modifying their eating habits.

3. Competitor

If we talk about Competitors then there is no direct competition but indirectly we can say thatCompetition is there. First of all meat loving nature of most of Pakistani is a great hurdle to

compete with then our religion and culture to some extent.

4. ContextKeeping in mind variance of all demographics, we will try to make a marketing plan which will be

flexible in all respects. It will provide an opportunity for all age and Income groups to get equalbenefits.

4. Problem Opportunities:

1. Culture is againstSince we have to implement this idea in Pakistan where meat eaters are in majority and meat eating

is considered as symbol of status. People consider meat eating as part of being rich and also alldishes offered at parties and other functions are considered to be of meat in most of the cases. Not

even the host but also guest will prefer to go in parties where major part of menu is of meat

dishes. So it is a greater problem for our idea.

2. Religion is against



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Islam is the religion which allows to eat all HALAL eatables including meat. Even though Eid-Ul-

Azha one of the major festival is Islam has a greater link with slaughterness of animals which cancow, goat or camels etc. so people like to eat meat at higher rate with greater relish.

Followers ofIslam, orMuslims, have the freedom of choice to be vegetarian for medical reasons orif they do not personally like the taste of meat. However, the choice to become vegetarian for non-

medical reasons can sometimes be controversial. Vegetarianism has been practiced by some

influential Muslims including the Iraqi theologian, female mystic and In January 1996, TheInternational Vegetarian Union announced the formation of the Muslim Vegetarian/Vegan Society.

However, if we talk about people of Pakistan, they will not prefer eating vegetables in restaurants,in parties or at weekends. For them all species of Taste are included in dishes having meat as major

part of their diet.

5. Target Market:Our Target Market is whole Pakistani Population including people living in both Urban and Village

areas. Since major population of our country is in cities so we will start our promotion plan in BigCities of Pakistan, such as Lahore, Karachi, Islamabad and other cities then with the passage of

time when we will think that people have started absorbing our plan than we will apply the samepromotional campaign for villagers by attracting them through the TV Channels which they mostly

watch or by the Newspaper or other kind of Media which is available over there.

So we have yet not divided our Target Market geographically but instead divided it on the basis of

Demographics.

1. Children:Since Children are at their growing stage they need more minerals, vitamins calcium and other

necessary nutrients as compared to Middle Age people and Young People. So specifically its better

for children to be Semi-Vegetarian at their Earlier stage and gradually they may move on to Veganat their mature age stage.

Experts say it is often actually safer, the ADA goes on to advise that parents should pay particularattention that their child is getting enough calcium and iron. Research has proved that Vegan

children, or those children who consume no animal products at all, including dairy and eggs, may

need additional B and D vitamins and zinc. This is the reason that we have arranged our MarketingPlan in the shape that for children there is Flexible (Non- Vegetarian) Diet Option.

Most experts agree that when raising vegetarian children, the key is finding a health care providerwho supports your veggie beliefs, who will help monitor your childs growth and development.

2. Teenagers:Since Teenagers are at the boom of their life they are quite energetic and they need calcium for

making their bones strong but fats included in White Meat and Egg Yolk are not as much useful forthem so for Teenagers specifically its better to be Lacto Vegetarian so that extra fats may not affect

them in the way that their hormonal balance will not be disturbed and ultimately cause them into

skin disease like pimples or acnes.

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3. Middle Age People:

The people of Pakistan in Middle Age Group are between 40 to 60 years because average age span

is 60 years. Most experts agree that nutrition is a factor in the aging process. Age-related changes in

body composition and metabolism require seniors to keep a sharp eye on their food choices.

As one gets older the chances of suffering a chronic illness are greater, and health experts

believe that poor eating habits contribute to some of those ailments.

Aging affects certain senses, such as taste, smell, vision, and in turn affects the types of foods that

will be chosen. Salty and sweet taste sensations can decline markedly with age, causing some to

prefer foods that are richly seasoned. However, certain spicy foods produce gas. Many olderpersons complain of "heartburn," that often is not caused by increased acidity but by gas

production. Others resort to extra salt in order to overcome their gradual loss of taste. Sodium and

its role in water retention and high blood pressure may then become a problem.

Due to particular diseases, such as heart disease or osteoporosis, as we age we need less of some

minerals (such as sodium to lower blood pressure) and more of others (such as calcium for bone

mass). Bones tend to weaken with age; evidence suggests that seniors require at least 1500

milligrams of calcium a day.

5. Segmentation:Diet Plan for Children:

Brown-bag lunches (and occasional picnics with young ones) are a must to avoid noon-time fast-

food panics or quick junk-food grabs in the cafeteria line. Keep it basic nut butter sandwiches,wraps with veggie and avocado, salads with beans or eggs, or thermoses of soup make good on-the-go options.

Milk is complete balance diet for children as for their growth Vitamin D and Calcium is major part.

Similarly White Meat consisting of Fish which have lot of minerals is necessary for their growth.

Diet Plan for Teenagers:

If we talk about Teenagers they may consume Fruits Vegetables, Calcium and protein source can

be major part of diet of Teenagers. They must regularly use Milk, Fruits, Vegetables and little bit of

dairy products such as Eggs etc.

3. Diet Plan for Middle Age People:

Fortunately, there are nutritional guidelines for seniors that can be derived from conventionalwisdom. They are as follows:



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Eat a variety of foods from five of the six major food groups (fruits; vegetables; breads

and cereals; milk and cheeses; poultry, fish, and dry beans) to obtain all the nutrients

needed for good health.

Avoid foods high in cholesterol.

Limit total fat intake to less than 30% of your calories and keep intake of saturated

fats to less than 10%. Limit the use of salt and sodium compounds.

Increase your calcium intake, especially women.

Avoid too much sugar.

Drink at least eight (8 ounce) glasses of water daily.

The guidelines cannot guarantee health and well-being as health depends on many things, including

heredity, lifestyle, personality traits, mental health and attitudes, and environment, in addition to

one's meals. Food alone cannot make you healthy, but good eating habits based on moderation

and variety can keep you healthy and even improve your health. Experts from Health Agencies

agree that following these guidelines and eating well-balanced meals support:

Adequate energy to carry out daily tasks.

Good mental health and mental abilities.

Resistance to disease.

Recovery from illness, accident, or surgery.

Medication effectiveness.

Better management of chronic health problems to improve quality of life,

mobility, and independence.

7. SWOT ANALYSIS

1. Strength Good Advertising Skills

Good Relationships

Morally & Ethically Strong Idea

Social Welfare

Modernism

Strong Medical Evidence

Skilled & Professional Team

2. Weaknesses Lack of Religious Support

Lack of Govt. Support

Lack of Cultural Support

Lack of Consumer Support



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Lack of Financial Resources

Lack of Awareness of Idea among the consumers.

3. Opportunities Good Health Provider

To eradicate Environmental Pollution

More land for Cultivation

Betterment of Farmers

To provide long & happy life to people

4. Threats

Any political intervention related to Jamat-E-Islami can create problem for

promotion.

Fatwas can be issued against NGO

Meat Market will at lose

Scarcity of Vegetable with limited land to irrigate it

People involved in milk & Meat corruptioncan take any serious action.

8.Environmental Analysis:

1.Economic Analysis:Since Vegetables are comparatively cheaper in price then meat so we must consider Income Factor

in this regard.

1. a Average Income Group:

This income group include those people who have monthly income between Rs.15,000 to 20,000/-After fulfilling all the expenses and bills they almost left with 10, 000 so if they want to manage

their kitchen with this much amount they will mostly have to rely on vegetables and pulses but can

take poultry products as a part of meal so they would be Lacto- Ovo Vegetarian the term describedfurther in this project. In vegetables, Spinach is a complete vegetable covering all the nutritional

factors such as calcium, iron or Vitamins etc.

1. b High Income Group:It include all the people who have monthly income more than 50, 000/- or above , so they can

easily manage their dietary expenses with this amount of money so they can be a bit FlexibleVegetarian they can have white meat in their diet. They will be Semi-Vegetarian but should avoid

Red Meat and Cheese, Butter, Yeast etc. Also they should use Vegetable Oil because in their dailylife routine they are not doing much physical work so excessive fat me lead to Cardiac Diseases

and High B.P.

2. Consumer Behavior:Consumer Behavior is the way customers will react in respond to your product and in this caseidea.



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To be vegetarian is an idea which is not easily digestible to Pakistani people so consumer

behavior in this respect is more towards negative side. Most of the people will go against this idea alittle will agree but in start no one will follow it completely so we must design our marketing

strategy in this way that we can attract all of them in one way or other. Like for slowly acceptorswe will have idea of Semi Vegetarian or Lacto Vegetarian depending upon their taste.

9. Technological Analysis:

No Technological effect

10. Political Analysis:

No Political effect

11. Social Analysis:

a) Animal Rights Concerns

People involved in animal rights have many different opinions. Below are a few of the issues

which concern them. For more specific information, read one of the books or contact one of the

organizations listed under "For More Information" section.

Fur

Wool

Wildlife

Aquariums and zoos

Pets or companion animals Cosmetic testing on animals

Use of animals in entertainment

Medical experiments on animals

The majority of animals killed unnecessarily are often forgotten - these are the animals raised for

food.

4. Protection to Animals"As custodians of the planet it is our responsibility to deal with all species with kindness, love

and compassion. That these animals suffer through human cruelty is beyond understanding.

Please help to stop this madness. Richard Gere"If slaughterhouses had glass walls, everyone would be vegetarian. We feel better about

ourselves and better about the animals, knowing we're not contributing to their pain."Paul andLinda McCartney.

It may not be the intention of most humans to be cruel to animals; nevertheless,

our habits and demands have created an industry that inevitably imposesimmense misery and suffering on the myriad of farm animals.



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Like us humans, they have the same capacity for pain, fear, feelings and love.

Chickens

Chickens are categorized into egg-laying hens and broiler chickens (raised for meat), and they

all suffer from different acts of cruelty, depending on profit maximization.

Chickens are categorized into egg-laying hens and broiler chickens (raised for meat), and they

all suffer from different acts of cruelty, depending on profit maximisation.

Fish

The gills of a fish rely on water pressure to absorb oxygen. Without water the fish suffocates.Fishes suffer just as much as other animals when they are confined or killed. Just because they

do not have vocal cords to screamor cry, and they do not have facial expressions to show pain, it

does not mean they suffer less.When a fish is hooked, it experiences for the first time in its life its entire body weight exerted at

its mouth. Due to the sensitive and complex nerve system, it experiences excruciating

pain. There is also the shock of being forced into an alien environment where it cannot breathe.

Beef:

Basically it is also divided in to 2 phases first of all cows are made a source of milk production

for yeast, cheese and yogurt and even or milk itself. On the other hand some cows are used assource of meat and are sold out in market.

Rights of Animals is Islam:Above all being Muslims if we talk about our religion, it will come to our notice that in Islamthere is a lot of leverage and rights available to animals for their protection as well as not to

misbehave with them.

"Whoever is kind to the creatures of God is kind to himself."

the Prophet Mohammed(P.B.U.H)

"There is not an animal on the earth, nor a flying creature flying on two wings, but

they are all peoples like unto you."

---Koran, surah 6, verse 38

Mohammed is recorded as having told his followers, "it behooves you to treat the

animals gently." (Majeed 4:118-19, 5:103)

Providing food and drink for animals, Mohammed explained, "are among those virtuous

gestures which draw us one step nearer to God," and "everyone who shows clemency,

even towards a mere bird under the knife, will find God's clemency towards him on

Doomsday."

The Quran tells us that animals are communities and nations unto their own, and that they aremore than mere resources. However, animals are treated as nothing but machines on todays

factory farms. These factory farms are found not only in the West, but are becoming the

dominant means of meat, egg, and milk production throughout the world.



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These practices violate the Prophets (PBUH) teachings to cause no pain to an animal before she is

slaughtered. In addition, Muhammad (PBUH) forbade the cutting off of tails and other mutilations,as well as branding animals on the face (which is still practiced by some ranchers).

In transport, animals raised for food are typically denied food and water, are given no protectionfrom the elements, and can often languish for days while waiting to be slaughtered. Many chickens

have their wings broken during transport and many animals suffocate in the transport trucks. The

Prophet (PBUH) said that one should not keep an animal waiting to be slaughtered, and HazratUmar (the second caliph) once flogged a man who refused to give a sheep water before she was

slaughtered.

b) Saving the Land:

We have polluted this world a lot with live stock of animals which has created problem for the land

which can be sued for aggregation purposes.

Physiology

Humans are omnivores, based on the human ability to digest meat as well as plant foods.

Arguments have been made that humans are more anatomically similar to herbivores, with longintestinal tracts and blunt teeth, unlike other omnivores and carnivores. Nutritional experts

believe that early hominids evolved into eating meat as a result of huge climatic changes that

took place three to four million years ago, when forests and jungles dried up and became open

grasslands and opened hunting and scavenging opportunities.

14. Goals & Objectives of Idea:The benefits or characteristics of this idea (being vegetarian) are as following:

Personal Health:

1. High fat plus cholesterol. Animal foods are higher in fat than most plant foods, particularly

saturated fats. Plants do not contain cholesterol.

2. Vitamin deficient. Except for the b-complex, meat is largely deficient in vitamins.3. Pathogenic Microorganisms. There are a host of bacteria and viruses, some quite dangerous,

that are common to animals. When I eat meat, I eat the organisms in the meat. Micro-

organisms are present in plant foods too, but their number and danger to human health is byno means comparable to that of those in meat.

4. Shelf life differential. Plant foods last longer than animal foods. Try this experiment: Leave

out a head of lettuce and a pound of hamburger for 1 day, which will make you sick?5. Heart Disease. Meat eating increases the risk of heart disease, this country's #1 killer. The

correlation is an epidemiological fact.

6. Cancer prevention. Of all the natural cancer prevention substances found: vitamin C, B-17,

hydroquionenes, beta carotene, NDGA, - none has been found to be animal derived. Yetmost meats, when cooked, produce an array of benzenes and other carcinogenic

compounds. Cancer is infinitely easier to prevent than cure. Soybeans contain protease

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inhibitor, a powerful anticancer compound. You won't find it in useful quantities in animal

based food.7. Disease Inducing. The correlation between meat consumption and a wide range of

degenerative diseases is well founded and includes.....

8. Osteoporosis

9. Kidney Stones and Gallstones10. Diabetes

11. Multiple Sclerosis

12. Arthritis13. Gum disease

14. Acne. Aggravated by animal food.

15. Obesity. Studies confirm that vegetarians tend to be thinner than meat eaters. Obesity isconsidered by doctors to be a disease within itself.

16. Longevity. To increase ones risk of getting degenerative disease means decreasing ones

chance to live a naturally long healthy life. Peoples with large centenarian populations

maintain lifestyles that are relatively meat free.

2. Easier to Digest

Eating meat is more difficult for the body to digest. Meat stays in the stomach for longer and ismore time consuming to digest. Switching to a vegetarian diet will see a noticeable improvement

in ease of digestion. By eating only vegetarian foods a person will feel less lethargic after eating

a meal.

2.Nutrients:

Protein

Protein intake in vegetarian diets is only slightly lower than in meat diets and can meet daily

requirements for any person, including athletes and bodybuilders. Studies at Harvard University aswell as other studies conducted in the United States, United Kingdom, Canada, Australia, New

Zealand and various European countries, have confirmed that vegetarian diets provide sufficient

protein intake as long as a variety of plant sources are available and consumed Proteins arecomposed ofamino acids, and a common concern with protein acquired from vegetable sources is

an adequate intake of theessential amino acids, which cannot be synthesized by the human body.

While dairy and egg products provide complete sources for lacto-ovo vegetarians, the only

vegetable sources with significant amounts of all eight types of essential amino acids are lupin, soy,hempseed, chia seed, amaranth, buckwheat, and quinoa. However, the essential amino acids can

also be obtained by eating a variety of complementary plant sources that, in combination, provide

all eight essential amino acids (e.g.brown rice andbeans, orhummus and whole wheatpita, thoughprotein combining in the same meal is not necessary). A varied intake of such sources can be

adequate, a 1994 study found.

SOURCES OF PROTEIN: beans, lentils, tofu, nuts, seeds, tempeh, chickpeas, peas... Many

common foods, such as whole grain bread, greens, potatoes, and corn, quickly add to protein

intake.

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Iron

Vegetarian diets typically contain similar levels of iron to non-vegetarian diets, but this has lower

bioavailability than iron from meat sources, and its absorption can sometimes be inhibited by other

dietary constituents. Vegetarian foods rich in iron includeblack beans, cashews, hempseed, kidney

beans,lentils, oatmeal,raisins,black-eyed peas,soybeans, manybreakfast cereals,sunflower seeds,chickpeas, tomato juice, tempeh, molasses, thyme, and whole-wheat bread. The related vegan diets

can often be higher in iron than vegetarian diets, because dairy products are low in iron. Iron storesoften tend to be lower in vegetarians than non-vegetarians, and a few small studies report higher

rates of iron deficiency.

Dried beans and dark green leafy vegetables are especially good sources of iron, better on a per

calorie basis than meat. Iron absorption is increased markedly by eating foods containing vitamin C

along with foods containing iron.

SOURCES OF IRON: dried fruits, baked potatoes, mushrooms, cashews, dried beans, spinach,chard, tofu, tempeh, bulgur, and iron-fortified foods (such as cereals, instant oatmeal, and veggie

"meats") are all good sources of iron. To increase the amount of iron absorbed at a meal, eat a foodcontaining vitamin C, such as citrus fruit or juices, tomatoes, or broccoli. Using iron cookware alsoadds to iron intake.

Vitamin B12

Plants are not generally significant sources of vitamin B12. However, lacto-ovo vegetarians canobtain B12 from dairy products and eggs, and vegans can obtain it from fortified foods and dietary

supplements. Since the human body preserves B12 and reuses it without destroying the substance,

clinical evidence of B12 deficiency is uncommon. The body can preserve stores of the vitamin forup to 30 years without needing its supplies to be replenished.

There are supplements which do not contain animal products. Vegetarians who are not vegan can

also obtain vitamin B12 from dairy products and eggs.

Fatty acids

Plant-based, or vegetarian, sources of Omega 3 fatty acids include soy, walnuts, pumpkin seeds,

canola oil, kiwifruit and especially hempseed, chia seed, flaxseed, echium seed and purslane.Purslane contains more Omega 3 than any other known leafy green. Plant foods can provide alpha-

linolenic acidbut not the long-chain n-3 fatty acids EPA and DHA, which are found in low levels

in eggs and dairy products. Vegetarians, and particularly vegans, have lower levels of EPA and

DHA than meat-eaters.

http://en.wikipedia.org/wiki/Black_turtle_beanhttp://en.wikipedia.org/wiki/Cashewshttp://en.wikipedia.org/wiki/Hempseedhttp://en.wikipedia.org/wiki/Kidney_beanshttp://en.wikipedia.org/wiki/Kidney_beanshttp://en.wikipedia.org/wiki/Lentilshttp://en.wikipedia.org/wiki/Lentilshttp://en.wikipedia.org/wiki/Oatmealhttp://en.wikipedia.org/wiki/Raisinshttp://en.wikipedia.org/wiki/Raisinshttp://en.wikipedia.org/wiki/Raisinshttp://en.wikipedia.org/wiki/Black-eyed_peashttp://en.wikipedia.org/wiki/Soybeanshttp://en.wikipedia.org/wiki/Soybeanshttp://en.wikipedia.org/wiki/Breakfast_cerealshttp://en.wikipedia.org/wiki/Sunflower_seedshttp://en.wikipedia.org/wiki/Sunflower_seedshttp://en.wikipedia.org/wiki/Chickpeashttp://en.wikipedia.org/wiki/Chickpeashttp://en.wikipedia.org/wiki/Tomato_juicehttp://en.wikipedia.org/wiki/Tempehhttp://en.wikipedia.org/wiki/Molasseshttp://en.wikipedia.org/wiki/Thymehttp://en.wikipedia.org/wiki/Whole-wheat_breadhttp://en.wikipedia.org/wiki/Whole-wheat_breadhttp://en.wikipedia.org/wiki/Vitamin_B12http://en.wikipedia.org/wiki/Vitamin_B12http://en.wikipedia.org/wiki/Omega_3http://en.wikipedia.org/wiki/Omega_3http://en.wikipedia.org/wiki/Soyhttp://en.wikipedia.org/wiki/Walnuthttp://en.wikipedia.org/wiki/Pumpkinhttp://en.wikipedia.org/wiki/Canola_oilhttp://en.wikipedia.org/wiki/Kiwifruithttp://en.wikipedia.org/wiki/Hempseedhttp://en.wikipedia.org/wiki/Hempseedhttp://en.wikipedia.org/wiki/Chia_seedhttp://en.wikipedia.org/wiki/Flaxseedhttp://en.wikipedia.org/wiki/Flaxseedhttp://en.wikipedia.org/wiki/Portulaca_oleraceahttp://en.wikipedia.org/wiki/Alpha-linolenic_acidhttp://en.wikipedia.org/wiki/Alpha-linolenic_acidhttp://en.wikipedia.org/wiki/Alpha-linolenic_acidhttp://en.wikipedia.org/wiki/Eicosapentaenoic_acidhttp://en.wikipedia.org/wiki/Docosahexaenoic_acidhttp://en.wikipedia.org/wiki/Black_turtle_beanhttp://en.wikipedia.org/wiki/Cashewshttp://en.wikipedia.org/wiki/Hempseedhttp://en.wikipedia.org/wiki/Kidney_beanshttp://en.wikipedia.org/wiki/Kidney_beanshttp://en.wikipedia.org/wiki/Lentilshttp://en.wikipedia.org/wiki/Oatmealhttp://en.wikipedia.org/wiki/Raisinshttp://en.wikipedia.org/wiki/Black-eyed_peashttp://en.wikipedia.org/wiki/Soybeanshttp://en.wikipedia.org/wiki/Breakfast_cerealshttp://en.wikipedia.org/wiki/Sunflower_seedshttp://en.wikipedia.org/wiki/Chickpeashttp://en.wikipedia.org/wiki/Tomato_juicehttp://en.wikipedia.org/wiki/Tempehhttp://en.wikipedia.org/wiki/Molasseshttp://en.wikipedia.org/wiki/Thymehttp://en.wikipedia.org/wiki/Whole-wheat_breadhttp://en.wikipedia.org/wiki/Vitamin_B12http://en.wikipedia.org/wiki/Omega_3http://en.wikipedia.org/wiki/Soyhttp://en.wikipedia.org/wiki/Walnuthttp://en.wikipedia.org/wiki/Pumpkinhttp://en.wikipedia.org/wiki/Canola_oilhttp://en.wikipedia.org/wiki/Kiwifruithttp://en.wikipedia.org/wiki/Hempseedhttp://en.wikipedia.org/wiki/Chia_seedhttp://en.wikipedia.org/wiki/Flaxseedhttp://en.wikipedia.org/wiki/Portulaca_oleraceahttp://en.wikipedia.org/wiki/Alpha-linolenic_acidhttp://en.wikipedia.org/wiki/Alpha-linolenic_acidhttp://en.wikipedia.org/wiki/Eicosapentaenoic_acidhttp://en.wikipedia.org/wiki/Docosahexaenoic_acid


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Calcium

Calcium intake in vegetarians is similar to non-vegetarians. Some impaired bone mineralisation has

been found among vegans who do not consume enough leafy greens, which are sources of abundant

calcium. However, this is not found in lacto-ovo vegetarians. Some sources of calcium include

turnip and spinach.

SOURCES OF CALCIUM: Good sources include broccoli, collard greens, kale, mustard greens,

tofu prepared with calcium, low-fat dairy products, fortified soymilk, and fortified orange juice.

Vitamin D

Vitamin D levels do not appear to be lower in vegetarians (although studies have shown that much

of the general population is deficient). Vitamin D needs can be met via the human body's own

generation upon sufficient and sensible UV sun exposure. Products including milk, soy milkandcereal grains may befortified to provide a good source of Vitamin D and mushrooms provide over

2700 IU per serving (approx. 3 oz or 1/2 cup) ofvitamin D2, if exposed to just 5 minutes of UV

light after being harvested,for those who do not get adequate sun exposure and/or food sources,Vitamin D supplementation may be necessary.

Ethics (Love for Animals):

1. Animals are also living creatures like us and we have no right to kill them just for the sake

of meat.

2. Natural diet. Our hands, teeth, feet, intestinal tract...even our body chemistry is that of anherbivore.

3. World Peace. There can never be peace among men while men are declaring war on other

highly developed life forms.4. Easy substitutes. There are vegetable based substitutes for every meat product imaginable.

Personal Finances

1. Health care costs. Being healthier on a vegetarian diet means spending less on health care.

2. Food costs. Vegetarian foods tend to cost less than meat based items.

Longevity

Research has proved that "vegetarians had a 24% lower mortality from ischemic heart disease than

non vegetarians, but no associations of a vegetarian diet with other major causes of death wereestablished.

5. To control Short Temperament:

http://en.wikipedia.org/wiki/Calciumhttp://en.wikipedia.org/wiki/Vitamin_Dhttp://en.wikipedia.org/wiki/Milkhttp://en.wikipedia.org/wiki/Soy_milkhttp://en.wikipedia.org/wiki/Cereal_grainhttp://en.wikipedia.org/wiki/Fortifiedhttp://en.wikipedia.org/wiki/Fortifiedhttp://en.wikipedia.org/wiki/Mushroomshttp://en.wikipedia.org/wiki/Ouncehttp://en.wikipedia.org/wiki/Ergosterolhttp://en.wikipedia.org/wiki/Ergosterolhttp://en.wikipedia.org/wiki/Ischaemic_heart_diseasehttp://en.wikipedia.org/wiki/Calciumhttp://en.wikipedia.org/wiki/Vitamin_Dhttp://en.wikipedia.org/wiki/Milkhttp://en.wikipedia.org/wiki/Soy_milkhttp://en.wikipedia.org/wiki/Cereal_grainhttp://en.wikipedia.org/wiki/Fortifiedhttp://en.wikipedia.org/wiki/Mushroomshttp://en.wikipedia.org/wiki/Ouncehttp://en.wikipedia.org/wiki/Ergosterolhttp://en.wikipedia.org/wiki/Ischaemic_heart_disease


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Research has also proved that those people who have meat as a major part of their diet are normally

of short temperament are more aggressive can less bear to opposing arguments and are major causeof violence in society.

6. Animal-to-human disease transmissions:

The consumption of meat can cause a transmission of a number of diseases from animals tohumans. Only recently, however, have scientists begun to suspect that there is a similar connection

between animal meat and human cancer, birth defects, mutations, and many other diseases in

humans. In 1975, one study found 75 percent of supermarket samples of cow's milk, and 75 percentof egg samples to contain the leukemia (cancer) virus. By 1985, nearly 100 percent of the eggs

tested, or the hens they came from, had the cancer, tuberculosis.

Analysis with respect to Religious Aspect:

ISLAMIC PERSPECTIVE OF BEING VEGETARIAN:

Muslims are exhorted to eat good, pure, and wholesome food. But we now know that eating animal

products is implicated in a host of diseases. People who consume animal products are 10 times

more susceptible to heart disease, 40 percent more susceptible to cancer, and at increased risk formany other illnesses, including stroke, obesity, appendicitis, osteoporosis, arthritis, diabetes, and

food poisoning. Additionally, meat contains accumulations of pesticides and other chemicals up to

14 times more concentrated than those found in plant foods. For more on the health consequencesof eating animal products, please visit the Physicians' Committee for Responsible Medicine.

Say: I find not in the Message received by me by inspiration any meat forbidden to be eaten byone who wishes to eat it Sura 6:145

The Quran says only that permitted meats may be eaten if one so wishes. Nowhere in Islam areMuslims required to eat meat. Meat consumption is neither encouraged nor even recommended.

Neither the kindness to animals taught by the Prophet (PBUH) nor the special place of animals as

described in the Quran is reflected in modern methods of raising animals for food. Adopting a

vegan diet (a diet free from meats, dairy products, and eggs) is the easiest way for Muslims to livein accordance with the ethical, environmental, and health precepts of Islam.

The beautiful religion of Islam has always viewed animals as a special part of God's creation. The

Qur'an, the Hadith, and the history of Islamic civilization offer many examples of kindness, mercy,and compassion for animals.

Marketing Strategy:



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Since Idea of to be vegetarian is new to Pakistani and they have less liking for it so in order to

convince our public we will have to adopt aggressive promotion strategy.

Aggressive Advertisement:

In order to convince people to accept this idea, we first of all have to show the benefits of this

idea through advertisement by utilizing all the advertising channels so that this idea will affix to

their mind and they will try to adopt it slowly.

We will use Bill Boards so that people can view it while going to their offices, schools andcolleges etc.

We can make commercials on it which will run while the most watching television program is

running on TV.

We can throw catalogue and brochures freely to people home also we can launch a website of

our own to have complete information about this idea for people.

Marketing Mix Strategy:

Normal Marketing Mix plan include 4 Ps Concept which is shown in above diagram. But this is

our Marketing Plan for an Idea so only 2 Ps are involved in it. Which are as following:1. Product

2. Price

3. Place4. Promotion

Since for idea no concept of Placement and distribution channel so Placement is not included in

this Projects Marketing Plan also Price will not be included.

Only included Ps are:

5. Product6. Promotion

1. Product (An Idea):

Here our Product is infact an idea.

So For Idea in above diagram we will use only some points:1. Feature

2. Variety

3. Quality

Features of Vegetarianism:



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A vegetarian diet is a meal plan that contains little or no animal products.

Types of vegetarian diets include:

Vegan: Diet consists of only foods of plant origin.

Lacto-vegetarian: Diet consists of plant foods plus some or all dairy products.

Lacto-ovovegetarian: Diet consists of plant foods, dairy products, and eggs.

Semi- or partial vegetarian: Diet consists of plant foods and may include

chicken or fish, dairy products, and eggs. It does not include red meat.

Alternative Names: Lacto-ovovegetarian; Semi-vegetarian; Partial vegetarian; Vegan; Lacto-

vegetarian

Variety of Vegetarianism:

Types of Vegetarian:

Type of vegetarian diet Foods that you do consume Foods that are not consumed

VeganUSED FOR OLD PEOPLE

&LOW INCOME GROUP

Only plant-based foods

MeatPoultryFishMilkEggsCheeseHoney*Also avoid: leather, fur, silk, wool,soaps and cosmetics derived fromanimal product

Lacto-vegetarianUSED FOR TEENAGERS

Plant-basedfoodsMilkMilk productsCheese ,Yogurt

MeatPoultry

FishEggs

Lacto-ovo vegetarian

Plant-basedfoodsMilkMilk products ,Cheese ,YogurtEggs

MeatPoultryFish

Flexitarian (semi-vegetarian)

USED FOR CHILDREN&

HIGH INCOME GROUP

Plant-basedfoodsOccasionally consume or consume inlimited quantity any or all of thefollowing:

Meat Poultry

Fish

Animals foods consumed in limitedquantity and/or frequency



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Since Pakistani Public is Meat Lover so specifically we will try to make them Semi-

Vegetarian initially and then with the passage of time Vegans (Vegetarian). Because in

beginning it will be difficult for everyone to suddenly change their eating habits and quit

meat from their diet over the night so a gradual change will be acceptable to all.

Here we can categorize the attributes of our idea as having different Non-Vegetarian eating stuffstarting from Semi Vegetarian like along with vegetables, fruits it will have White Meat and other

dairy products.

Semi-vegetarianism is a term used to describe diets that are not vegetarian, but include less meat

than typical diets. The term has no precise or widely accepted definition, but is generally defined as

the avoidance of red meat or generally following a vegetarian diet, but eating white meatoccasionally. The term is sometimes used interchangeably with "flexitarianism.

In semi vegetarianism, you reduce the amount of meat and unhealthy food you eat, but the major

part of your diet becomes vegetarian. You have to exercise your willpower to forget old unhealthy

habits . You avoid the red meat like beef, pork etc. more severely, but can continue to eat someamount of white meat like fish, chicken, lobsters and other sea foods. There are many reasons why

someone might want to turn to semi vegetarian diet.

Quality of Vegetarianism:

So what are the reasons why people become semi vegetarians?

1. Weight Loss- Everybody wants to remain healthy and have a slim and nice body. But due to ourbad eating habits, this dream of many people stays just a dream. Many studies are showing that it

can really help if people reduce their meat consumption and add a sizable amount of vegetarian

food items in their daily menu.

2. Health Conditions -Going vegetarian can dramatically and positively affect our health, and canalso help in losing weight for those looking to remove the excess fat from their bodies. Many

people with health conditions want to give up on the non vegetarian diet and start a healthier

lifestyle to prevent diseases in the future. A semi vegetarian diet is perfect for them.

3. Vegetarian Newbie -A semi vegetarian diet is extremely helpful to those who have been a meateater their entire life and want to turn to vegetarianism. It is a good start to give up on meat while

still consuming some amount of white meat to satisfy that craving for meat.

4. Against Animal Cruelty -Those that are against animal cruelty and environmental depletionturn to vegetarianism to be a part of the solution. Converting into semi vegetarianism is a goodstart, but their ultimate goal should be becoming a lacto ovo vegetarian or vegan.

You should remember that even if you are determined to include the healthy habits in your life, it

can be hard to get rid them in a matter of some weeks, some people are good at breaking old habits

quicker than others. Old habits die hard, and they have to be killed slowly but effectively. As many

http://en.wikipedia.org/wiki/Red_meathttp://en.wikipedia.org/wiki/Red_meat


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studies have clearly shown to people that eating more healthy can improve a persons current health,

the concept of going semi vegetarian is becoming more and more popular with each growing day.But this habit of semi vegetarianism has to be slowly included in our lives through some simple

steps.

Steps for Starting Vegetarian Life Style: These are simple steps to start the vegetarian lifestyle:-

1) Don't place junk food items in your kitchen or your refrigerator. As they say, "out of sight mean

out of mind", the most effective way to stop eating the meat is by not keeping much of it at yourhome.

2) When you go shopping items, try to spend as much time in the vegetarian and healthier food

sections as you can. Also, you should avoid going to the restaurants and parties where non

vegetarian foods are the specialties. Try to keep yourself away from meat, and you can very wellsucceed in your goal.

3) Try to make new and tastier vegetarian dishes from the available vegetables to keep yourinterest in the vegetarian and a healthy diet. There are many tasty vegetarian dishes from foreigncuisines such as Indian, Chinese, Mexican and Spanish etc.

4) If you are planning to go a vegetarian diet, be sure to include some proteinrich supplementary foods as vegetables contain much less proteins than the meat food items. You

can add milk, soybean, pulses, and beans; you can also go for some protein supplements like wheyprotein available in the market. Nothing is important than good and healthy life.

5) Do keep consulting your physician or dietician when you go to follow a semi vegetarian diet as

he can guide you to the best possible way of getting the full benefits of going vegetarian.

It has proved from observation that to be complete vegetarian is more useful for health then beingsemi vegetarian because the nutrition which we get from white meat can also be obtained from

other non-vegetarian sources but the amount of bad fat which will lead to obesity in long run may

be more harmful.

VEGAN:

Vegan is the strictest sub-category of vegetarians. Vegans do not consume any animal products or

by-products. Some even go as far as not consuming honey and yeast. Apart from veganismbeing away of living, it covers the philosophical grounds as well. Vegan diet, also known as pure and

complete vegetarian diet, strictly stays away from the usage of animals for food, clothes, and other

functions. Also, dairy and egg products with processed foods such as gelatin is also excluded from

the diet. Any type of raw vegan diet will consist of unprocessed vegan food(s) which then areheated above 115 F before consumption. The most common influences for becoming a vegan are

health, ethical, moral, environmental, spiritual and religious values, along with animals rights and

welfare issues. Read more on vegan food pyramid.

Benefits of Vegetarianism:

http://www.buzzle.com/articles/veganism/http://www.buzzle.com/articles/veganism/http://www.buzzle.com/articles/vegan-food-pyramid.htmlhttp://www.buzzle.com/articles/veganism/http://www.buzzle.com/articles/vegan-food-pyramid.html


23/37


24/37

BRAND AMBASSADOR of our campaign. Shahid Khan Afridi will be our

ambassador and will support our campaign with other top most favorite personalitiesvoluntarily.

Shahid Khan Afridi Brand Ambassador

The Television advertisement will run on famous channels having high viewership in order to reach

to maximum people. Following budget should be allocated for different channels;

TV advertisement Cost Schedule Famous Channels

ChannelsCost

(RS.) perSpot

No.Of

Spots(Mont

h)

Total Cost(RS.)

Geo Network

7,000 3002,10

0,000

ARY Network

5,000 3001,50

0,000

Express 24/7

4,800 1004

80,000

Hum TV

4,600 150

6

90,000

PTV

5,000 2501,25

0,000

City 42

3,000 3501,05

0,000All Local CableNetworks

1,200 700

840,000



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Total7,910,

000

1.2- Billboards: Different areas of each city will be used for advertisement through billboards. For

example in Lahore we will cover Gulberg, The Mall, Cavalery Ground. These areas considered as

posh areas and thousands of people visited or walk through form there. In short Gulberg is the hubof Lahore.

Following are the locations available with respective rates;

Bill-Board 1



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Bill-Board 2

Billboards: Monthly ExpendituresLocations / Sites Size Total

Cost(RS.)

Cavalry Chowk (FTCF Chandmari Chowk,Sahmi Road to

Firdous Market)

20ft x 60ft 160,000

Mall Road (Mian Mir Bridge) 20ft x 60ft 250,000

Kalma Chowk (FTCF Feroz Pur Road to Barkat Market) 20ft x 60ft 225,000

Total 635,000



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Bill-Board 3

1.3 Streamers: Different streamers will be hanged with the poles of busy and famousroads in order to give a glance to people. Following streamers will be used through out the

campaign in different cities time to time.



28/37

Streamers Cost



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Schedule:

Description UOMCost(RS.)

No. Ofunit

Total Cost(RS.)

Printing With Frame Per unit 300 4001

20,000

Pasting Per unit 75 40030,000

Lease of Space Per Poll 900 4003

60,000

(For Two Weeks)

Annexure (B) Total510,

0001.4 Magazines & Newspapers Advertisements:

The role of magazines and newspapers can never be denied in promotion of any product, service oridea. Although electronic media is very strong but importance of print media is still there. We have

classified news paper and magazine reader into Six categories.

High Class Community Niche , AD Gallery

Middle Class Community... Sunday Magazine

Hotel ling Community Royal Palm Monthly Circular

Educational CommunityOld Ravi an Monthly Circular

Business Community.The DAWN, The Nation

Working Community.Daily Jung (Urdu)

As we linked each class with respective magazine and newspaper, here are the rates and material

for ads.



30/37


Magazines Ads:Cost ScheduleMonthlyMagazine

sCost(RS.

)

No.Of

Issues

TotalCost(RS.)

SundayMagazine

10000

440,000

Niche 7000 2

14,000AD Gallary 5000 210,000

CheffSpecial

10000

110,000

Circularsof RoyalPalm

- 1 -

OldRaviansMagazines - 1 -

Total

74,000

News Papers:Cost ScheduleMonthly

NewPapers Cost(RS.)perAd

No.OfAds

TotalCost(RS.)

The Dawn 50000

4200,000

The Nation 60000

4240,000

Jung (urdu) 35000

4140,000

Total 5

80,000


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Annexure (C & D)

2-Below The Line

Basically BTL promotions are carried on to cut cost and to address more people. We can

also call it one to one promotion. We will interact with people on different grounds to promote the

idea and to get actual feed back. We have also arranged POP (Point of promotions) material whichwill be awarded to people as an incentive to promote our idea.

We will interact with people through;

Launching Event of the idea(An opening show with prominent personalities and govt. official under complete media coverage & press

release)

Seminars & Exhibitions

Targeting Different collages, universities & Hospitals Sports Clubs & Institutions

Stalls & Counters in shopping malls

Fly-rings through leaflets

Brouchers

Membership Form

Web Site with statistical data to educate people

Door to Door campaign by volunteers



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(POP) Point Of Promotion Material To Be Given Out:

Vigor Doris

Vigor Friendship Band



33/37

Vigor Mugs

Vigor T-Shirts (Female)

Vigor Sun Shades



34/37

Vigor T-Shirts (Male)



35/37

Vigor Diet Chart - Broucher



36/37

Total Point of promotion material will cost us as follows;

Point Of Promotion (POP) Materials: CostSchedule BTL

ItemsCost

(RS.) per

unit

No.Of

Ads

Total Cost

(RS.)

Vigor Caps

6,000 1307

80,000

Vigor Dori's

6,000 19.501

17,000Vigor FriendshipBands

10,000 10

100,000

Male Shirts

6,000 2101,26

0,000

Female Shirts

2,500 2105

25,000

Mugs 8,000 15 120,000

Car Sun Shades

2,000 1703

40,000

Brouchers10

0,000 0.9090,000

Total3,332,

000

Total Promotional Expanses

ZONE- A (Monthly Promotional Budget) Lahore (A+B+C+D) 1,799,000 RS.

Islamabad 2,100,000 Rs.

Karachi 1,500,000 Rs.

Point of Promotion (POP) Materials for all zones 3,332,000 Rs.(One time activity)

Television Ad: Message by Shahid Afridi & Others fraternities 7,910,000 Rs.

Total Promotional & Marketing Expanses 16,641,000 RS.



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Annual Projected Expans e Summary for All

Review & Control:After making the whole plan its now time to double checko each and every aspect of this plan and

also to analyze that what would be its consequences. To which extent it would help us to get ourgoals.

Contingency Plan:Since in our marketing plan we have tried to convince people for being vegetarian because it has

nutritional and health benefits which are most appealing reason for it if again people will not get

this idea then we will try to convince people by providing them food recepies which are tasty andhave less cost then meat dishes.

Date post:	05-Apr-2018
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Vegetarian Project

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