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12 hours ago Reply Edit Delete Spam Block

Please send me this document to [email protected]

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plz send me this report(doc file) to [email protected] soon..!!

3 months ago Reply

plz snd me this report as soon as possible my id is [email protected]

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Report on launching of new productby Faiza Javaid, BBA studenton Oct 18, 2012

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Shambhu Siwakoti, Founder, President at Tejaswi Sangit Kala Kendra

Atm Halimuzzaman

imran khan


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plz do not sent me this report :P

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Report on launching of new productDocument Transcript

1. REPORT ON LAUNCHINGOF NEW PRODUCTREFRESH JUICE

2. National College Of Computer SciencesTopic: Report On Launching Of New Juice RefreshSubmittedTo: Mem mehvish,Submitted by:Name: Muhammed mehmood.Roll #: B1002Semester: 2ndSession:2012-15Date: 27-09-2012 UNIVERSITY OF SOUTH ASIA Rahim Yar Khan Campus

3. Contents of Marketing PlanPart 1: DedicationPart 2: AcknowledgementPart 3: Executive summaryPart4: Introduction a) Vision statement b) Mission statement c) Company d) ProductPart 5: Analysis a)Current market situation b) Objectives c) SWOT analysis d) Market survey e) Marketing strategy f) Basisof segmentation g) Targeting h) Marketing mixPart 6: implementation and control a) Budgeting b) ActionprogramsPart 7: Annexes’ a) Customer feedback survey

4. Respected Sir, I am pleased to submit my report on the launching of new juice“Refresh” to you. I havetried my best to come up to your mark byproviding unique ideas and elegant presentation. I am thankful toyou forgiving me an opportunity to survey, analyze and enhance myknowledge.

5. Acknowledgement: A work is never a work of an individual. I owe a sense ofgratitude to theintelligence and co-operation of those people whohad been so easy to let me understand what I neededfrom time totime for completion of this exclusive project. I want to express my special gratitude towardsMr. AbdulGhafoor lecturer, Marketing Management, for giving us such aunique project. Last but not theleast I would like to forward my gratitude to allthe people who always endured me and stood by me andwithoutwhom I could not have been envisaged the completion of myproject.

6. Executive summary: This report explains the marketing plan for launching a fresh juice namedRefresh. This product have been made by FJ Beverages and is approved from the Ministry Of Health. Inthe very beginning of the report I explained the vision and mission statement of the company and I havefurther carried out. It will be introduced in the market with the help of various promotional displays andadvertisement and distribution of the samples to the general public. This report examines that this productis initially launches in Rahim Yar Khan’s domestic market. The study includes both primary andsecondary research. The primary study focus on survey of the competitors and the likings and disliking ofpeople. Through this strategy company can penetrate in the market and can attract bulk of customers. Forthis 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 differentsegments and decide to target kids, youngsters, mature and old age persons. I have also paid specialattention to the packaging, color, and price of the product, I have decide to place my product in the RahimYar Khan market, especially canteens of schools, colleges, and universities. I will promote my productthrough electronic media, cable, and outdoor sources. I have also conducted customer feedback survey toknow the opinion of public about my product. So that I can develop it accordingly.

Muhbat Ali Junejo, Student at MBA Student

Abadi Alraddadi

Ashutosh Dubey

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7. INTRODUCTION TO THE FJBEVERAGESCompany’s vision statement:“Be the leader in thecustomer value”Company’s mission statement:“To set world class standard in the juice industry throughproviding adiverse range of high quality juice products that are prepared. Inaccordance with the Islamicprinciples striving to satisfy consumers’ tasksand needs and serving the society.”THE FJ BEVERAGESBUSINESS INRAHIM YAR KHAN: FJ Beverages will commence its business in Rahim Yar Khan fromOctober2012. The factory facility has been founded on 2o canal area of land in theIndustrial Area of thecity. The factory is expected to match the demands of the product. Wee haveensured the installation ofmodern, sophisticated and efficient equipmentconforming to the very latest standards of “GoodsManufacturing Practices”.

8. INTRODUCTION TO “REFRESH” People started to perished under the scorching heat of summer inour country. They need an energy drink to refresh themselves. The Refresh is a fresh juice product. Itprovides energy and keeps fresh when people feel weak or tired from doing work. It contains vitamins andproteins which is a useful energy source. Vitamins give freshness and proteins are the energy cells thatrecharge the human body, so that they work their maximum. The students, employees and workersbecome tired due to the workers become tired due to the work burden and sunlight which make them feelloose. They need an enrgy drink that makes them re energize so they may be able to perform better againand feel fresh. Slogan: “The taste you desire” Ingredients are: Mango, orange, apple and mixed Sugar Ascorbic acid Stabilizer Preservative Artificial flavor Beta carotene

9. Current Market Situation: Refresh is a fresh juice product that is going to be introduced in the domesticmarket of Rahim Yar Khan. We are focusing to all levels of generation. The kids, youth, old and over allfamilies. The price of the

10. Refresh of moderate, because it is for everyone in the market. Objectives: Following are some of theobjectives of the company; To increase the 25% market share To increase the length of product linei.e. its five now, we should increase it to 6 or 7 soon. To increase profits To face strong competitorsi.e. like Shezan and Nestle SWOT Analysis: Strength Weakness Opportunity ThreatStrengths: Updatedtechnology plant Quality product Specialists available for specialized jobs and tasks Hireexperienced staff Medical insurance of employees Pakistani made Targeted to low and middleclass people

11. Reasonable price Expiry date above 6 monthsWeaknesses: New in juice industry Smalldistribution network Strong competitor No market share Limited experience ofcustomersOpportunities: Increase the distribution network Acquiring the newer technology andtechniques Market is very big and attractive Takeover of the distributionThreats: Politicalinstability New entrance from the competitors So many competitors Retaining consumers Economic instability Increase of general sales tax Development of plant

12. Our Competitors: The Refresh is currently facing a competitive environment. Because thecompetitorsof Refresh are: Shezan Country Nestle Product review: The Refresh is available in 250ml sizeand available in different flavours like: Mango Orange Apple Pineapple Mix fruitCompetitive Review: Refresh Competitor: The competitors of Refresh are more than 5. Nestle and Shezanare leadingmarket right now and other are far away from it. Nestle and Shezan have loyal customers overthe years because they are very oldand customers are aware of their merits and demerits. The company’sfirst purposeis to compete with the competitors having large market share.The main competitors are;

13. SHEZANProduct:All Pure juice is a product by Shezan International Ltd.Qualities: Highquality availability Large range of flavors Standardized and attractive packing Large promotionand market coverage Available in various weights packingPrice: Minimum price of juice is Rs.15Place:

14. Shezan has a 35% market share in Pakistan.Promotion:They promote their product through Electronic media Print media FM radio Sales promotion NESTLEProduct:Nestle Fruita Vitals isa product by Nestle International. Quality: Large promotions and market coverage Large range offlavors High availability

15. Price: Minimum price of juice is Rs.20Promotion: They promote their product through Electronicmedia Print media Sales promotionPlace:Nestle has a 45% market share in Pakistan. Marketingstrategy: The marketing strategy is based on positioning of the product in the mind ofconsumers. Providing high quality juice to the customers We will distribute our product on mass level to that wecan maximize the profitability Positioning strategies: We want to put an image of our product in theconsumers mind as compare tocompetitor’s product. We want to target the high school, college andgraduatestudents and government sectors that have to work hard and need to “Refresh”them is an instant.

16. Market Segmentation: Refresh will have market segmentation on two basis; Geographicalsegmentation Demographic segmentationGeographical segmentation: The Refresh geographic target


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area is Rahim Yar Khan. Supplying product to all areas of Rahim Yar Khan, and have further divided thecity 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

17. Demographic segmentation:Demographic segmentation is done on the basis of; Age Gender Income occupation Education Lifestyles Social classes Family size

18. Market Targeting:Steps involve in it are; 1) Evaluate market segments: The segments have beenselected need to be evaluated properly. For this three points are considered that are: Segment size andgrowth: it needs to consider the geographic and demographic segments company has selected forintroducing 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 itsavailability in the segment Company’s objectives and resources: targeting should be done in a way sothat the company can achieve its targets with the resources it have 2) Selecting segments: the segmentsselected by the company for juice are: Undifferentiated Niche (concentrated)Targeting: Companywill target following customers: Kids Youth Mature

19. YoungstersMarketing 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 thisobjective the company has established sales, marketing and support terms Product variety: Our productwould be available in following flavors: Mango Apple Orange Grapes Mix fruit Brandname:The name which we have chosen for our product is “Refresh” Quality:High quality assurance wouldbe our first priority. This would be ensured by:

20. Implementing high quality standards Total quality management Acquisition of the highquality 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 andminerals Provides vitamins Beneficial for kidneys Excellent in taste Give freshness Tetrapack protection packing Packaging: Product units are packed in 6-layerad Tetra Pack Brick AsepticPricing strategies: Our pricing strategies for the product are for total cost which includes customsservicesand other expenses. Pricing strategies usually changes as the productpasses through its life cycle. Theprice should be set at moderate level in order toattract a large number of buyers and to gain large marketshare.Amount in Pak Rupees:The total per unit price for 250 ml packs that we will offer as follow: Thecost of fruits Rs.3 Electricity Rs.2 Factory overhead Rs.3

21. Miscellaneous Rs.2 Retailer margin Rs.2 Profit Rs.3 Total price Rs.15 In accordance toour strategy we have decided to offer the product to thecustomers at the price of Rs.15.The price is verymuch compatible and the offer issubstantial enough to attract a large percentage of market in very quicktime. Current Product New ProductCurrentMarket Market Penetration Strategy Product DevelopmentStrategyNewMarket Market Development Diversification Strategy strategy According to this grid we areintroducing new product in current market so wefollow Product Development Strategy.Communicationstrategies:Promotion:

22. Actually the promotion is a first step when we are launching a new product but wemake its strategiesin last. We want to make a good product image in mind ofcustomers, so that they will buy only ourproduct. Criteria promotion:a) Awarenessb) Knowledgec) Likingd) Preferencee) Purchasing Main SourceOf Promotion: I. Electronic media II. Print media III. Cable network IV. Bill boards V. HoardingsElectronic media Channels Time Duration Total Geo Tv Prime Time,Post 1 Min 12 15 000 Prime Time

23. AAG Tv Prime 1Min 1 80 000 Time,Early Day AAJ Tv Early Day,Prime 1Min 1 75 000 Time HumTv Post Prime,Pre- 1Min 2 40 000 Prime Din Tv Early 1Min 2 80 000 Time,Prime Time Total 20 90000Print media:News paper Page Coloured Size Daily Weekly Charges&magazines or black basis basisand whiteJang Front Coloured Standard Daily 18600 sizeExpress Mid Coloured Standard Daily 5000sizeDin Front Coloured Standard Daily 15000 sizeThe Daily Back Coloured Standard Daily 17500TimessizeNawa waqt Back Coloured Standard Daily 15000 sizeAkhbar-e- Back Coloured Full size Weekly 600000jahan Total 683600Bill boards:Location Size Duration Total cost

24. Jugno Chowk 20*60 1 month 2 15 000Jail Road 20*60 1 month 70 000Town hall 20*60 1 month 115 000Club Road 20*60 1 month 1 50 000 Total 5 50 000Hoardings:Location Size Duration TotalcostShahi Road 30*90 1 month 12 00 00Khanpur Road 30*90 1 month 10 00 00City Centre 30*90 1month 10 00 00 Total 32 00 00Cable:Location Time CostGulshan-e-usman 6:00to10:00 30000Gulshan-e-iqbal 4:00to8:00 10000Abbasia Town 12:00to8:00 25000Church Road 5:00to11:00 20000 Total85000Benefits:Following are the additional benefits which are offered to the customers to givethem value:I. Give 5 rappers and get one free juice pack II. Purchases ten juice pack and get one pack freeIII. If youpurchases a small crate of juice then you will able to participate in lucky draw and you can win following


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prizes: 1. Samsung FM Guru

25. 2. DVD system 3. Rs.5000Places:Distributors Review:To assure the availability of itsproduct.”Refresh” juice has established effectivenetwork of registered dealers. The main target of thesejuice is Rahim Yar Khan. The end consumers would then purchases “Refresh” juice from retailer.Thedistributor are the most reliable distributors in the region. They enjoy a flawlessreputation combinedwith business relations with numerous retailers even in therural area of the Rahim Yar Khan and nearsides. This has ensured that “Refresh”will be made available all over Rahim Yar Khan.MANUFACTURER CONSUMERS DISTRIBUTOR RETAILER WHOLESELLERBudgeting:Sr. NoDescription Amount

26. 1 Cost of land 250,00,0002 Raw material 5,00,00003 Stationery 50,0004 Office expenses 1,00,0005Furniture 5,00,0006 Staff salaries 50,0007 Freight inward charges 60,0008 Repair and maintainance150,0009 Research and development 90,00010 Technology 10,00,00011 Marketing media expense6,648,630 Total 38,648,630Controls:This is the main and last element of the marketing planning by usingthis we cancheck our product standard by comparing it with our standards if there is anyproblem arrive inmarketing plan then it must be corrected Three main function are performed under this element ofplanning that is: 1. Measuring 2. Comparing 3. CorrectingMeasuring: We can check our marketingcondition through measuring in which differenttypes of tasks may be performed like: Survey

27. Survey for the future: In order to learn weather people would like to buy or use our product, we havedecided 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 problemoccurs then correcting process will take place in which wefound that from where the problem will arises.AMarketing Organization:Refresh’s chief marketing officers,holds overall responsibility for all ofthecompany’s marketing activities.There are other subordinates with him to help thesales campaigns,tradeand consumer sales promotion,and public relation efforts.Action programs:The Refresh will be introducedin may. Following are summaries of the actionprogram we will use during this summer session to achieveour stated objectives.Step 1: We will initiate 80,00,000 rupees trades sales promotion campaign toeducatedealers and generate excitement for the product lunch and provide sample crate toour selectedproduct reviews, opinion leaders and celebrities as part of our publicrelation strategyStep 2: We will startintegrate print/display/television campaign. The campaign willshow how many features the Refresh havefor user to reenergize them.Step 3:

28. As the juice advertisement continues, we will add consumer sale promotion byincluding them to ourmessages. We will also support or retailer to increase oursales.Step 4: We plan to roll out a newadvertisement having new views of customersthrough survey who have used our drink which will help topromote our juice.

29. CUSTOMERFEEDBACKSURVEY

30. REFRESH JUICE FJ Beverages We hope you enjoyed the taste of Refresh! To help us better serveyou, please complete this survey and return it to us at your convenience. Thank you! Very Somewhat NotImportant Important Important Availability Discounts offered Packaging Price Juice RangeHow manytimes you take juice daily? a) 1 b) 2 c) More than 2 d) NoneWhich juice you prefer to have? a) Loose b)PackedAt which brand you rely? a) Nestle b) Shezan c) RefreshYou like juice? a) With sugar b) WithoutsugarWhat matters you most? a) Taste b) Quality c) PriceHow many points will you give to these productsout of 10 points a) Nestle _____ b) Shezan _____ c) Refresh _____Up to how much price can you pay fora 250ml juice a) Rs. I5 b) Rs. 17 c) Rs. 18 d) Rs. 20Which flavor you like the most?Ans:Would yourecommend our juice to your friends?Ans:Please rate the quality of our product a) Excellent b) Good

31. c) AverageAnysuggestions:______________________________________________________________________________________________________________________________________________

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