assignment of mushroom chips

Sample Marketing Plan of (Mushroom Chips)……………………………………………………………………………………….

THE MARKETING PLAN OF

(Mushroom Chips)

………………………………………………………………………………….......... Marketing Management

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The New product Plan

Submitted To:

Hamid Lecturer, marketing management

City University of science and information technology

Submitted By:

Subject: Marketing Management Section: B

Group Members:

Syed Adeel Shah ID# 4063

Zahid khan ID# 4025

Saeed ullah ID# 3995

Wasiq raza ID# 4027

City University peshawer


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Student’s Declaration

We Syed Adeel Shah, Zahid Khan, Wasiq Raza, Saeed Ullah students of city university Peshawar are declaring that this sample of marketing “The New Product plan” has been prepared only for the fulfillment of one of the curse requirements of the course Marketing Management. It has not been prepared for any other purpose.


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Acknowledgement

This study is the conclusion of the assignment by Marketing Management, course instructor, Hamid, City University Peshawar, for the students to enhancement the experience and knowledge gather from a particular field.

We are grateful to our course teacher Hamid, Lecturer of City University, for his guidelines to this study.

All the group members were worked equally to fulfill the assignment works and did all types of research activities for collecting the information related with our assignment.


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INTRODUCTION

We are doing sample of marketing plan for mushroom. It is the new product for the market in the name of mushroom chips before it no one can lunch.

Purpose

To get a clear concept how to make the new product plan To acquire knowledge how to make marketing plane.

Limitations

1. We did not collect the current information related with our product.2. We had to give lot of times to collect information about competitors, market

situation because enough information not available.

RESEARCH METHODOLOGY

Secondary:

Internet: www.google.com, www.wekipidia.com, Source: thedailystar.net

Other: Collected information from marketing report, magazines, running newspaper.


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http://www.thedailystar.net/story.php?nid=15964

http://www.thedailystar.net/story.php?nid=15964

http://www.wekipidia.com/

http://www.google.com/

0

100000

200000

300000

400000

500000

5 to12 12 to18 18 to 24 24 toothers

Chips demand by age

Demand


Market Analysis Situation Analysis

We know, the market means potential customers of a product or service. Pakistan is a highly populated country. The birth rate is very high .As a result the children rate is also very high.We are not producing our product not only for children but also for teenagers, young generation. So our total target market is very large. Market demands of market will also increasing as much we can position in our customers mind.

(All this figure are estimated depending on class and age to have an idea about demand on chips on this variables)


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0

100000

200000

300000

400000

500000

600000

High Middle Low

Demand


Target market:

1. Children 3. People Middle class and higher class2. Young people 4.urban areas people

This is our target market. We want to target children as well as young people of middle and higher class of people. We are not eliminating lower class people but first we want to create demand for our product then we will try to reduce our product price and serve to all class of people.

Market demographicsGeographic:

divisions and district town side areas such as Peshawar, Lahore, Islamabad, Karachi etc.

Demographic: Age-5-12, 12-18, 18-24, 24 to others and higher class, middle class of people.

Product related: 1.regular customers 3.nagetive customers 2. Irregular Customers Behavior Factors

User enjoy the food not only for health but as a teats enjoyment. User also spend money on food for different enjoyment of unique teats.

Market Need:Quality:

That we are first assure in our product. It is highly reached by Protein-15.53%, Fat-20%,Saturated fat-1.42%, Carbohidrated-2.45%, Sugar-2.40%, Energy-100gm, Colastrol-0%, Sodiam-.64%, which is very much essential for specially kids and young age people. Each and every process of the production is done by automatic machine.Customer service:

The customer want good service to build a strong customer relationship. That has a loyal customer.


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Market growth:The price of the soil meet is affordable in all classes of the society from lower

to middle and from middle to higher classes. There for the growth of the market is going up. This is the one reason the other on is the change the teats of chips.

SWOT analysis An important tool for auditing the overall strategic position of a

business and its environment. SWOT is an abbreviation for Strengths, Weaknesses, Opportunities and Threats.

Strength:

Without any touch of hand the product is made because of development of technological skills.

There are another strength of the company is distribution channels. Our distribution channel is very strong; relation of the supplier and resellers is very strong.

The product quality is more high comparative to the other competitors, because our main ingredients is Mushroom which is totally new flavor and taste and also work against for the cancer.

Because of our good relationship with supplier, reseller and for the good transportation facility our sale will be definitely increases. Our value delivery network is in strong position. We are having good relationships with our suppliers for a longer period of time.

Weakness: Although the company is new, it has not established a brand or images in the

market place this is the weakness for the product popularity. Because of the new product and company importer skills are absence here

that’s why we can’t includes any internal facilities. For the first time the mushroom is exit in the market that’s why people can’t

properly reliable to the product quality. Financial problem is another weakness of the company like what will be the

price Cost and investment.

Quality of the Mushroom is not up to mark


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Opportunities and threats are external factors. For example, an opportunity could be a developing distribution channel such

as the Internet, or changing consumer lifestyles that potentially increase demand for a company's products. A threat could be a new competitor in an important existing market or a technological change that makes existing products potentially obsolete. Opportunity:

It’s an available product but of the new version of taste and quality create a new change of the customer taste.

For the technological changes and advances it’s easier to give any information and promotional activities to know the product popularity to the people.

If the government changes politics then it will be easy to access the product to the market.

Availability of the raw materials is increasing day by day which is help to produce more products.

Threats:

If government is increase the taxes and the political issues are not favor then it will be the threats for the company.

The product may not be accepted to the people then it will be the great threats for the company.

The product competitor rate is very high that’s why sometimes we are facing many competing problem, which can be a threats of the company.

Company establishment rules and regulation is strict that’s why sometimes to take any easy decisions are create complicated situations.


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Competitors:

1.product: laysType Potato ChipsOwner PepsicoCountry United StatesIntroduced 1932

Related Brands

Frito-LayWavy LaysK.C. MasterpieceLay's WOW chipsLay's Stax

"Ingredients: Potatoes, Sunflower Oil, Salt

2. Product: Cheese Ball Product Code: CB

Product DescriptionCHEESE BALL is an extruded product made from corn and rice and coated with rich cheese powder. It is superb in taste and something to be enjoyed all the time.Ingredients: Corn, Rice, Salt, Vegetable Oil, Cheese Powder & Seasoning.Company Name: Meridian Foods Ltd.

Business Type: Manufacturer, Trading Company Product/Services: Chips, Chocolate, Sauce

Customers: All personTotal Annual Sales

Volume:Below US$1 Million

Export Percentage: 1% - 10% Total Annual Purchase

Volume:Below US$1 Million


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http://en.wikipedia.org/wiki/Lay's_Stax

http://en.wikipedia.org/wiki/Lay's_WOW_chips

http://en.wikipedia.org/wiki/United_States

http://en.wikipedia.org/wiki/Pepsico

http://en.wikipedia.org/wiki/Potato_chip


Product offering:

The Mushroom chips, including all the features described in the product review section. The product is verified in two ways, first by the size 1) Kidz 2) Family and second by the taste of the product 1) Tomato flavor 2) Potato flavor 3) Hot & Spicy flavor.

Keys success: Mushrooms are good sources nutrition and this is our main ingredients.

Marketing Strategy:The key to the marketing strategy is focusing on the health, diet and satisfaction of customer thought Geographic divisions and district town sides. Demographic Age-5-12, 12-18, 18-24, 24 to others and higher class, middle class of people.

Mission:“We want to be number one chips company in Pakistan and create strong

relationship with our supplier and ensure our customers’ health security by providing more nutrition.”

Brand Name: mushroom chipsProduct Name: Mushroom

Marketing Objectives:

1. We want to be no.1 Chips Company in Pakistan.2. After one month, we are collecting our sales review and satisfaction level of

our customers.3. Diversification in our product line.4. We want to create social value for position in customers mind.


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Financial objectives:

1. Marinating a significant research and development budget.2. Double profit will be earned within 3 years.3. Increasing production level each month by 1 %4. Investing more in Cultivation Of mushrooms.

Establish 3 Big factory for producing large amount of product

Target market:1. Children 3. People Middle class and higher class2. Young people 4.urban areas people

Positioning: To children, young people, chips customers who are seeking for delicious

taste with nutrition .Mushroom chips contains mushroom that gives you taste with good nutrition because it has the highest level of Protein-15.53%, Fat-20%, Saturated fat-1.42%, Carbohidrated-2.45%, Sugar-2.40%, Energy-100gm, Colastrol-0%, Sodiam-.64%

Strategies:

Marketing mix:Marketing mix consist of four basic things which is known as “four Ps”:

product, price, place, promotion under the consideration of our product (Mushroom Chips)These four Ps are specified as

Product: The Mushroom chips, including all the features described in the product

review section. The product is verified in two ways, first by the size 1) Kidz 2) Family and second by the taste of the product 1) Tomato flavor 2) Potato flavor 3) Hot & Spicy flavor.Price:

“The mushroom chips” will be introduced at Rs.14 wholesale and RS.15 estimated retail price per unite of medium size and Rs.24 wholesale and Rs.25 retail price per unite of family size product. We expect to lower the price of packets within few months. Because of the first time at market the company would like to give some


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discount to the retailers which will make them some profit. The company are also giving some credit terms facilities to there wholesaler and retailers.

Promotion: The management of mushroom chips has budgeted Rs.1, 80,000.00 for there

advertising and promotion activities for per month. As a new product in the market it needs huge amount of advertising and promotion activities to tell the consumer about the product and its features. For that reason management decide to go for more fancy advertise in Television, Radio, Billboards, and Web site and in News paper.

The policy makers has decide to offer different types of popular cartoon and super hero characters stickers and tutus with per packet of Mushroom chips for Childs and purchase intensive to the wholesaler and retail for sell promotion. By organizing Charity concert, Open concert, Sports tournament, Reality shows etc; mushroom chips would like to build a good relation whit people in near future. Place:

At the very beginning Mushroom Chips will distribute to the town area of 6 divisions across the country with companies own transport system. By considering the future demand it has planned to distribute in the whole country area.For unexpected future demand it always kept sufficient amount of inventories in its own warehouse.

Financials

Sales forecast:In this section we make expected budget of sales and cost monthly and yearly.

We count break even point unit sales. We also present our expected sales revenue and profit. Our product per unit cost is 13.5 Rs. And wholesale price is 14 Rs. And Maximum retail price is 15 Rs. Expected Sales Budget

Division Monthly YearlyUnit Cartoon Unit Cartoon

Peshawar 5,00,000 5,000 60,00,000 60,000Islamabad 2,00,000 2,000 24,00,000 24,000Lahore 70,000 700 8,40,000 8,400Karachi 80,000 800 9,60,000 9,600


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Queta 50,000 500 6,00,000 6,000Gilgit 60,000 600 7,20,000 7,200Total 9,60,000 1,15,20,000

Expected Cost Budget

Type of Cost Monthly(TK) Yearly(Tk)

Variable 1,10,40,000 13,24,80,000

Fixed 20,00,000 2,40,00,000

Total 1,30,40,000 15,64,80,000

Per Unit Cost

Per unit Cost = (Fixed cost + Variable cost)

Unit Production

(2, 40, 00,000 + 13, 24, and 80,000)

1, 15, 20,000 = 13.5 Rs. Break-even Unit Sales (Yearly)Per Unit Sales 14 Rs.

Per Unit Variable Cost 11.5RS

Per Unit Contribution 2.5Rs. Fixed expense

Now, B E S in Unit = Per Unit Contribution

2, 40, 00,000 =

2.5


14


= 96, 00,000 unit.

Expected Revenue (Yearly)

Sales (1, 15, 20,000* 14) 16, 12, 80,000

Variable Cost 13, 24, 80,000

Revenue 2, 88, 00,000

Expected Profit (Yearly)

Revenue 2, 88, 00,000

(-) Fixed expense 2, 40, 00,000

Profit 48, 00,000

Controls:

The controlling process: In the control Process, we will compare our total result with the expected

things that we are mentioned. If there is mistake s then take necessary steps to control the overall process.There will be two way of controlling. One is operational control and second one is strategic control.

Operational control: If any changes occurred to our production process, then it will be done by

operational control.

Strategic control:


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If any changes occurred into strategic plan than it will be done by strategic control.

Market Audit: We will hire a market audit or researcher to evaluate our marketing plan and

give advices how to improve in operational control, strategic plan, others plans

Implementation:Our company “Mushroom chips’’ will be introduced in May 2010. Following are summaries of the action programs we will during the first three months to achieve our stated objective. April:

We will initiate a Rs 300000 trade sales promotion campaigns to educate retailers and generate excitement for the product launch in May. We will exhibit electronic trade show, provide mini pack sample to the selected customer. Our promotion manager is responsible for this work May:

We will start an integrated print, radio and media advertisement targeting consumers. This advertisement will show our products differentiation from other competitor. Advertisements also show our products feature to the ultimate customer. Our Advertisement manager is responsible for those works. June:

As the multimedia campaigns continue, we will add consumer’s sales promotion techniques such as giving scratch card and lottery etc. Our sales manager is responsible for this type of sales increasing techniques.

Marketing Organization Chief marketing officer holds overall responsibility of all the companies marketing activities. Company has also three top level manager for advertisement department , sales department and promotion department .And under sales manager company has six divisional sales manager .They are responsible for divisional sales increasing.


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assignment of mushroom chips

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