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Brief description of our business:

We are going to manufacture soya milk for the first time in Pakistan. Soya milk is high in protein, iron rich milky liquid produced from pressing ground, cooked soya beans. Creamy white

soya milk look-like cow’s milk but in fact it is differs from one another in a number of ways. ot

only it is higher in protein and iron but it is cholesterol free, low fat and low sodium. !t is

howe"er enrich with calcium and when gi"en to growing children’s. #hose who are allergic to

cow milk or are unable to digest lactose, the natural sugar found in cow’s milk, find soya milk

ways to digest because it is lactose free.

Soya pure products:

Soya pure offers three products at the initial le"el of business we are going to produced soya

milk and later on after the success of soya milk we produced soya powdered milk and soya

cheese.

Business initial products

Soya $ilk

Business extended products (Optional)

Soya Powder $ilk

Soya Cheese

1 SOYA MILK

%t the initial le"el of our business we are going to produced soya milk soya milk is produce from

soya bean seeds & from soya milk we produce future our two more other products.



!O"#$% MILK

%fter the production of soya milk through some speciali'ed machines we will transform soya

milk in to the powder form through this process it is preser"ed for "ery long time.



& 'eese

(rom soya milk we will further transform the milk into cheese.

ision:#o be Pakistan premier soya Product Company offering nutritious and superior quality health

drink to its customers.

Mission:#o deli"er our customers the world’s highest quality and best tasting healthy soy-based food and

be"erage products. Soya Pure is committed to pro"ide high quality products and impro"ing life

quality of people with easy reach to e"eryone. )e"elop, produce and market a range of nutritious

food for all age groups. Soya Pure is also committed to play its part in the betterment of society.

'ore alues:*ur core "alues dri"e our business. #hey shape our culture and define the character of our

company. #hey guide how we beha"e and make decisions.



*e core +alues of ,SOYA !-%$. are:

Customer Satisfaction

Premium +uality

!ntegrity

espect for %ll

Passion

Business /oals:

•

*ur business goal is the production of soya bean related products in Pakistan.• #o pro"ide / pure and healthy milk to our customers.

%ele+ant certifications and le0al licenses:

#here are some laws by the Pun0ab (ood %uthority %ct 1 which need to be followed in order

to run a milk company2

Licensin0

P(% requires e"ery food handling company to be registered in order to manufacture, prepare,

process or sell any food article. Companies which fail to do so may be penali'ed or fine.

3Pun0ab (ood %uthority %ct, 14

Labelin0

P(% requires the labeling to be done under the standards of Code5 %limentarius, according to

which the label of a food package should contain the following items2

ame of the food

6ist of ingredients

utritional "alue

)ate up to which the product may be used

Storage instructions

!nformation of use



3Pun0ab (ood %uthority %ct, 14

Maor 'o2petitors in Mil3 Industry:

• 7aleeb

• *lpers

• $ilk Pak

• #arang

• 8rery)ay

• ido

Mar3et Sare of different co2panies:

'o2pany 4a2e Mar3et Sare

4estle Mil3

!ac3

9/

Olper 11/

5aleeb 19/

*aran0 :/

Oters ;/

%i+alry a2on0 $xistin0 6ir2s:

i"alry refers to the degree to which firms respond to competiti"e mo"es of the other firms in

the industry.

4u2ber of fir2s

#here is more than 1; dairy processing plant producing <7# milk, butter, cream and lassi. 8ngro

is the market leader with market share of around ==/ of the <7# treated milk segment. #he

ri"alry among the competing firms is moderate because the product offering is same. >ery less

product differentiation is present in the industry. ?ut if we look in to our product there are

currently no one in the market who is manufacturing Soya $ilk or importing them from abroad

market therefore right now there is no particular competition or threat of any ri"al in the market



we are working in that’s why their no competition regarding anything like pricing, new

inno"ation. !f someone wants to import soya milk first of all it will cost too much secondly they

cannot be preser"ed for long time.

Mar3etin0 Obecti+es:

$arketing ob0ecti"es of Soya Pure is to promote the business as a well known brand in the mind

of our customer’s other ob0ecti"es are as below2

• #o gain the / customers loyalty by pro"iding the high quality product.

• %ware the people of our target market and de"elop the customer’s interest for using

our product and create trust for our organi'ation.

Mar3etin0 strate0y

Se02entation7 *ar0etin0 and positionin0:



Se02entation:

!t is difficult for any company to engage in mass production, mass distribution and mass

promotion for its product. #he comple5ities arise from the rise of ad"ertising and distribution

channels and the high costs associated with reaching a mass audience. #herefore, companies

segment the market so that they can target the group of customers who share similar needs and

wants. #he Soya $ilk market is new for us no one produce soya milk in market so we decide to

segment the market.

#e2o0rapic Se02entation:

!n demographic segmentation, the market is di"ided into groups on the basis of "ariables such asage, gender, income, occupation etc@ these demographic "ariables are so popular with marketers

so that they are often associated with the consumer’s needs and wants. Segmentation "ariables

are easily measurable. 7ere are the demographic "ariables ha"e been used to segment markets.

Soya pure categori'es its target on the following criteria.

Soya pure is not bounded to any particular age, gender or life cycle stage. !n demographics, age

limit not specific therefore, for our product the family of any si'e whether they are single,

married or children doesn’t matter mostly people earning 9, or abo"e monthly will buy Soya

milk. We are targeting $iddle, upper middle class and high class and low income group who are

unable to afford milk on A per litter but our prime focus on the people who will use it for the

low fat & healthy conscious purpose.

A0e:

1 to = years B we mostly target young urban, working professional that ha"e limited time and a

desire to lead a healthy lifestyle.

/ender:

Soya pure 3S*% $ilk4 is a gender neutral drink positioned for anyone who wishes to be healthy

life style.



Inco2e:

$ostly people earning 9, or abo"e monthly will buy Soya milk. We are targeting $iddle,

upper middle class and high class and low income group who are unable to afford milk on A per

litter but our prime focus on the people who will use it for the low fat & healthy conscious

purpose.

Occupation:

Students, working professionals, sports enthusiasts, athletes and health conscious.

/eo0rapical Se02entation:

Deographic segmentation is done using the location to segment the market. !n geographic

segmentation there are different schemes for the different geographical units such as states,

regions, cities. $arkets are mainly di"ided into the rural and urban areas. Deographical

segmentation tries to di"ide market into different geographical units@ these units include city,

population density and town si'e. !nitially Soya Pure is focusing on city named 6ahore ha"ing

population of less than E.;FF million 3source2 federal bureau of statistics4. $oreo"er, 6ater on

Soya Pure will be focusing on surrounding cities of 6ahore.

#he Deographical "ariables ha"e been used to segment markets in following ways2

• Area: Soya !ure limits itself to urban !a3istan as this is the ma0or consumer base.

• 'ity: $etro politician city (LA5O%$)

• %e0ion: )istribution is constant across urban areas (!-48AB)

!syco0rapic 9 lifestyle Se02entation:

*n the basis of psychographics, factors such as personality traits, life style and "alues, and social

class. !nitially GSoya pureH are targeting $iddle, upper middle class and high class and low

income group who are unable to afford milk on A per litter but our prime focus on the people

who will use it for the low fat & healthy conscious purpose.



• !syco0rapic Se02entation:

Psychographic segmentation buyers are di"ided on following ways2

•

Lifestyle: ?usiness class, working class e5ecuti"es, students, sports enthusiasts, athletes,health conscious

• !ersonality: 7ardworking, health conscious.

• Occasions: %ny

• -ser status: regular user

Bea+ioral se02entation:

?eha"ioral segmentation is based on actual customer beha"ior toward product. *ur product ha"e

been segmented on the basis of benefits that consumer seek in the soya milk.

Some beha"ioral "ariables include.

Benefits sou0t: Dood health

-sa0e rate: once or twice a day

Brand loyalty: strong if well satisfied

• Attitude toard product: Positi"e, enthusiastic, grateful

Se02ent 2ar3et:

A0e Inco2e Occupation /ender !ersonality

25 to 35 39,999 to 49,999 Businessman Male Hardworking

35 to 45 49,999 or above Sports person Female Health onsious

!ess than 25 29,999 or less "thletes !a#$

"bove 45 29,999 to 39,999 Students



Health onsious

*ar0et Mar3et:

!dentifying the target market is an essential step in the de"elopment of a marketing plan. % target

market can be separated from the market as a whole by geography, buying power and

demographics, as well as by psychographics. (Investopedia, 2013)

We target all those people who ha"e an interest in low fat healthy milk. !t includes mainly

businessmen and professionals, sports enthusiasts, athletes and health enthusiast’s people who

ha"ing the age of age less the 1-= years but we welcome all. %s we welcome the people of all

age group and profession. We cater mainly the upper middle class and 7igh-class making it

con"enient for them to buy the Soya $ilk.

Our tar0et 2ar3et

Se02ent 1

• /eo0rapic se02entation:

Soya Pure located in 6ahore and it sells its products according to geographic needs of the

customer. !t has its segmentation in one of the pro"ince of Pakistan that is Pun0ab.

'ountry Pakistan

!ro+ince Pun0ab

'ity 6ahore#ensity <rban

• #e2o0rapics:Soya Pure di"ides the market on the basis of demographic >ariables as2



A0e 1;-9

/ender $ale, (emale

Occupation Students, sports enthusiasts, athletes and health

conscious

Inco2e 9:,:::- =:,:::

• !syco0rapic +ariables:Soya Pure di"ides the market on the basis of Psychographic >ariables as2

Life style • %chie"ers 3want to e5cel in their

careers4

• 85periencers 3 take chances and try to

e5perience different things4

• 8motional decision $akers

• Style conscious

!ersonality 7ardworking, health conscious

Social class <pper middle, lower <pper, upper

• Bea+ioral:Soya Pure di"ides the market on the basis of beha"ioral >ariables as2

Occasions *ccasions

Benefits sou0t Dood health

-sa0e rate once or twice a day

Brand loyalty Strong if well satisfied

Attitude toard product Positi"e, enthusiastic, grateful

Se02ent :

• #e2o0rapics:

Soya Pure di"ides the market on the basis of demographic >ariables as2



A0e 9-9;

/ender $ale, (emale

Occupation Working professionals, health conscious sports

enthusiasts.

Inco2e =:,::: or abo"e

• !syco0rapic +ariables:Soya Pure di"ides the market on the basis of Psychographic >ariables as2

Life style • ?usy schedule because they ha"e to

manage both 0ob and household

responsibilities.

• 7ealth conscious

!ersonality 7ardworking, health conscious

Social class <pper middle, lower <ppers, upper

• Bea+ioral:Soya Pure di"ides the market on the basis of beha"ioral >ariables as2

Occasions *ccasions

Benefits sou0t Dood health

-sa0e rate once or twice a day

Brand loyalty Strong if well satisfied

Attitude toard product Positi"e, enthusiastic, grateful

We ha"e targeted only one city in Pun0ab. City named 6ahore, we are going to target different

areas in 6ahore all are urban area’s (#5A7 8oor *on7 Model ton ; so2e oter urban

areas). 6ahore city is a home of more than E.; million people 3source2 federal bureau of

statistics4 and there are ;1 of households in )7% 3source: 6ahore cantonment board4 and

there are :; households on 9 plots in wapda town & Iohor town 6ahore 3 source: 6ahorede"elopment authority4. We belie"e that wapda town & 0ohor town are de"eloping at medium

rate, and )7% is de"eloping at "ery high rate, but it has also high potential of milk in near

future. *ur main emphases are on )7%. #he following picture is showing the consumption

pattern and the house hold in the target market.



Location

'urrent

consu2ption

'urrent

4o< of ouse

olds

#5A 1A litters ;1

"apda ; 8oor

ton

9A litters :;

*otal ;AA =E

%ssumptions made on = litter flat consumption on daily basis. 3Source: 6C?, 6)%, & W8C7S)

We will tap a significant market share in these areas, but we found that milk selling priceincluding milks shop & packed milk is between A; to per litters. %ll houses ha"e range with

different demographics such as house si'e & family si'e. We personally "isit distribute of nestle,

%shraf distributer the leading distributors of nestle & *lper’s in 6ahore he is supplying E,

litter milk in these areas.

!ositionin0:

,*a3e a sip forard to a ealty future.

% marketing strategy that aims to make a brand occupy a distinct position, relati"e to competing

brands, in the mind of the customer. *nce a brand is positioned, it is "ery difficult to reposition it

without destroying its credibility also called product positioning.

!t is the point in which company create the brand image in the mind of the customers. We will try

to build the strong image in front of the people as the brand for e"eryone, a brand that keeps in

mind, the priorities and needs of the people while designing anything for them, a brand that

creates easiness for them in buying S*% P<8. We plan to positioned soya pure in consumer



mind and ha"e decided to create its own unique image and then strengthen the position in the

customer’s minds.

"e a+e done tis by ta3in0 a nu2ber of folloin0 steps:

• Packaging of soya pure will be in #etra pack and attracti"e packing and it create quite

different and unique image from tradition milk.

• *ur brand will be positioned as all purpose milk that is meant for e"eryone, especially for

those who are health conscious people.

• !nitially we would be promotion our brand through social media like facebook & twitter@

!oint of difference:

*ur point of difference is that we pro"ide lactose free, cholesterol-free, low fat and low sodium

milk and a good substitute for cow milk.

!oint of parity and point of difference

!oint of parity !oint of difference• $ilk • 6actose free

• %"ailable in market • Cholesterol free

• 6ow fat

• 6ow sodium

• ich with omega-9

• 7igh protein

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