IMRAN KHAN 11108050AHMAD WAQAS11108045ADVERTSEMENT AND PROMOTION

SUBMITED TO SIR. HAIDER MALIK

Advertising project Launching a new product in beverages industryIntroduction: In this project we decided to launch a new beverage product in the name of ROO JUICE (sugarcane juice) in a tetra pack packaging. This would be launch first time in the beverage industry like other juices come in the industry in mango, apple and pomegranate e.t.c. The purpose of choosing that product in Pakistan is because mostly people enjoy that drink especially in rural areas and as well as Urban area. And this sugarcane juice is become a national juice of Pakistan. So in a new way we decided to launch product that target to all segments of people in every season. Sugarcane Juice is a new Marketing idea that deals in product. Our product is sugarcane juice in the name of ROO JUICE in tetrapack packaging. Sugarcane juice is widely used in summer seasonbecause it is goodin taste and low in cost. But problem with this is that it cant be preserved for longtime. In Pakistan no company has launched sugar cane juice till now in tetra pack. So we have decided to launch a sugar cane juice because sugar cane juice is naturally sweet, so it can be sold with a little additional processing. IMPORTANCE OF PRODUCT:Basically this drink is a traditional drink that depicts the culture of Pakistan. Mostly people enjoy that drink but hated to see the quality of that drink. So we decided to launch in a best tetra pack quality with a high Advertising campaign. This is an innovative approach in the beverage market.Goals and Objective:

Our objective is divided into different parts. Continuous growth in sales Increase the seasonal sales volume Improve the companys image Delivering the good quality and taste to theconsumers at a fair price.

Financial Objective:

Maintain positive, steady growth each month. Experience an increase in new customers whoare turned into long-term customers. Generate brand equity at the Farmer's Market as well as within the commercial restaurant industry market. Awareness regarding services offered, develop the customer base, and work towardbuilding customer loyalty. To enter into new market

Issue:

Our main issue is about the perception of people about the sugarcane juice building brandies very difficult due to perception because they will think that it is easily available in fresh form then why we buy it in tetra pack.

We must invest heavily on promotion of juice and also marketing plan will change time to time because we are new in the market so we have to create awareness in customerabout our product and toattract them.

Method of advertisingBasically we conduct this advertising campaign through Brochures Teaser ads Traditional color Social media Electronic media Bill boardsProduct Characteristic Attributes of ROO juice Brand

Hygienically extracted Rich in salts Contains natural sugar No artificial sweetener Low calorie juice with medicinal properties

SWOT AnalysisStrength:1. Quality consciousRoo juice produces a good quality product in a best tetra pack quality. Basically mostly people avoided to drink because of their poor quality. But in a modified tetra pack become strength of our product.2. Well develop strategyRoo juice recognizes there is a right time and place for their product. Therefore their strategy makes room for their adjustment.3. Hygienic DrinkOur main strength is to provide the good , healthy and hygienic drink for the people who love Roo juice and this thing become make positive image for the health conscious people.4. Product innovationThe Roo juice has been continuously introducing a new product, than expand it product offering first time in the Beverages Market.Weaknesses:Sugarcane- juices not store able for long time. Consumers are brand loyal toward competitors product so we have to convince them. Because there are already competitors who are dealing in juices and beverages, so it is difficult to shift them from otherjuices.Opportunities:

Healthy organic and natural drinks oriented globaland local culture. Limited option in locally produced in real fruit juices. High export potential.

Threat:

We face problem if government employ taxes on them which force them to raise the price of their product.

Marketing strategies:

1. Marketing Research(R & D)

During the initial phase of the marketing plan development, several focus groups were held to gain insight into prospective customers. These focus groups provided helpful insight into the decision making processes. An additional source of dynamic market research is a feedback mechanism based on a Questionnaire system. There are also several open ended questions that allow the customer to freely offer constructive criticism or praise.The ROO juice will work hard to implement reasonable suggestions in order toimprove their service offerings, as well as show its commitment to the customer that theirsuggestions are valued. The last source of market research is competitive analysis. The consumers will send people to local competitors to gain information about their product offerings.

2. Marketing Communication

By integrating all messages in all media, we will reinforce the brand name and the main points ofproductdifferentiation.Researchaboutmediaconsumptionpatternswillhelpouradvertising agency choose appropriate media and timing to reach prospects before and during product introduction. Thereafter, advertising will appear on a pulsing basis to maintain brand awareness and communicate various differentiation messages. The agency will also coordinate public relations efforts to build the Roo juice brand and support the differentiation message. To generate buzz, we will host a user-generated video contest on our Web-site. To attract, retain, and motivate channel partners for a push strategy, we will use trade sales promotions andpersonal selling.Until theRoo juice brandhasbeenestablished, ourcommunicationswill encourage purchases through channel partners rather than from our Web-site.

3. Market Needs

In summer people of all ages takesoft drinks and juices to quenchtheir thirst. So Sugarcane juice in tetra pack is highly demanded by customers because it reduces the thirst and it is useful forhealthy life because it is hygienic and pure. So when it is highly available at affordable price at everywhere customers will use Sugarcane juice than soft drinks because it has no side effects and it is safe.

4. Market Trends

In target market there is trend of soft drinks and juices. People use juices to have a fit life and also to serve their guests as well. Because juices are hygienic and nutritious and have a good taste then soft drinks. In summer its usage is more so the availability should be increased to meet the demand of customers.

Segmentation:

In the segmentation point of view Roo juice focused on variety of segments on the target region that are following.

Market Demographics:

Geographic segmentation

Rural Areas Urban areas Densely populated regions Regions with predominantly hot and arid climates

Demographic Segmentation:

Individuals with age 3 years and above Individuals across all income groups Working and non-working individuals Students Institutions and offices Restaurants and hotel Retail shops

Psychographic Segmentation:

Health conscious consumers Consumers who have inclination towards nature and natural products Quality conscious consumer Consumers who have diverse tastes and seek varietyNon users and potential user

Target customers:Ourcustomer will be:

Students at every level from school touniversities. Employees who works entire day. Students at every level from school touniversities. Employees who works entire day. Households and passengers.

In summer session every kind of people with no age limit use this juice because of unhygienicproducts most of the people avoid this. We will specially target those kinds of people.

Positioning:

Brand strategy is at the heart of marketing strategy. It is the act of designing the company offerand image so that it occupies a distinct and valued place in the target customer mind. Sugarcanejuice is very beneficial for health and provides refreshment. As we are launching sugar cane juice in tetra pack, so we want to create positive and long lasting image in the minds of customers that we are providing hygienic juice.

Positioning Statement:

For every individual, who wants a 100% natural product that offers Quality and freshness, the ROO JUICE is a packaged drink that provides energy and refreshment at affordable prices,best quality and value for your money. So therefore we mentioned the slogan of our positioning statement are PEE LIAA TOU GEE LIAA that thing create the positive image in the mind of customers we give quality with real taste of nature.

Distribution Channel Overview:

In generally there are different types of marketing distribution system. Consumers are able tobuytheproductsfromdifferentmarketplace.Allthesedistributionstrategiesareconsistsofproducer, wholesaler, retailer, and finally to the consumer.

Conventional Marketing channel:

We select the conventional marketing channel to distribute our product. Our juice wills be distributed by the specified distributor which will be selected by the company. The selected distributor will supply the juice product to the wholesaler and also to the retailer and the consumer will collect the product from the retailers.

Promotion

The promotion of the product i.e. the advertisement, sales promotion and other promotional tools can change the buying behavior because some of the individuals highly influenced by the advertisement of the product. We have decided to use integrated marketing communication in which there will be blend of different marketing promotional tools that will convey clear and consistent message of our product to the customers.These Promotional tools are given below,1. Newspapers

Newspaperhasthewidestreadershipandcirculationamongourtargetedmarket;thesewouldcarry most of the advertisements for the publication media. Also, the print ads will be published in other much read newspapers like be designed, i.e. half page and quarter page.2. Television

Tele commercials will be aired on sports channels and news channels as the viewer ship of these channels is highly common among the targeted market.

3. Billboards

Billboards will be placed at busy thoroughfares in big cities. Billboards will be our mostpermanent and long lasting form of advertisement.

4. Promotional Vans

Promotional vans would be deployed on public places which would distribute sugar cane juice for free giving out the message of being an instant energy drink. This campaign of free sampling would last for three months at least in order to make people aware of the benefits and the attributes.

5. Teaser AdWe also use the strategy of teaser ad for 1month duration that makes curiosity in the mind of costumers. Some teaser ad on bill board and other marketing tool that we use for making teaser techniques.Place: Use attractive POS displays at all retail outlets Ensure availability to keep up with thebrand promise of quality service

Product:

Pure and tasty product package in attractive eco-friendly packages which are convenient to use. Packages would use attractive color schemes and would highlight the brand name and the logo with all mandatory information about its nutritive value. Different color schemes to be used for different variants mentioned earlier

Price

As we are going to launch a newproduct in the market, we do not have any idea whether the price would be accepted or not by the customers. If we select extensively high price, customers will not buy and volume of sales willbeverylow.Ontheotherhandsettinglowerpricewillnotcoverourcosts.Sowehaveto consider the following things in selecting price.

Acceptance of product

As our product faces competition against both other juice and beverage drinks, price of ourproductshouldbeacceptedbycustomers.Ourproductfulfillsbothjuiceneedsandbeverage needs. For this extra utility we will charge higherprice than our competitors.

Profit Margin

As a business our main objectives is to earn profit. So we should not set any prices that will not cover the cost of the product.After covering the cost we set aprofit margin for our pricing

Main competitor in the beverages market:Our main competitor in this markets that are branded and unbranded fruit juices like Nestle mango, guava or apple juices Shezan juice, fruita vital in every flavor. All Natural mineral waterand Fruit shakes and all Fruit based milk drinks.

ENVIRONMENTAL FACTORS:

1. Political Analysis

The sales depend on the political situation of a country. Uncertain political is a major reason forthe business failure.

2. Taxation LawIf government imposes heavy taxes on the industry then it badly effects the industry growth. The taxes impose is from government side and it variesfrom industry to industry.

Social Factor:

Health consciousnessToday people are more health conscious so ROO juices by identifying this need of thepeople they are also producing health conscious juices with more vitamins

Customer service:

Our philosophy is whatever needs to be done to make the customer happy must occur, even at the expense of short-term profits. In the long term, this investment will pay off with a fiercely loyal customer.

Finally ROO JUICE and all its employees shall align themselves with the brand promise and strive constantly to deliver it in the best possible way at each point of consumer contact.

Every touch point shall deliver the promise of thebrand in the best possible manner. Further improvements shall be made on the basis of customer feedback, complaints and market research findings.

Conclusion:

The idea of sugarcane juice is new in Pakistan Our ROO juice is an innovative and new idea for marketing. Customers who are aware about their health must accept our product. According to our marketing research(R & D), we see that our product will be the best marketingproduct withina fewyears. Wewill achieve our targeted marketshare andbecome theleader ofthe juice sector.

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