Essay: K .MANIA (PVT) Limited Company

Contents of marketing plan
Part: 1 Executive Summery
Part: 2 Purposes and Mission
Part: 3 Situational Analyses
‘ Product Market Analysis
‘ Distribution Analysis
‘ Competitor Analysis
‘ Financial Analysis
‘ Other Analysis
Part: 4 Strategy and objective
‘ Marketing strategy
‘ Marketing objectives
Part: 5 Technical programmed
‘ Market
‘ Product
‘ Promotion
‘ Distribution
‘ Pricing
‘ Other
Part: 6 Budget performance analysis implementation
‘ Budget and analysis
‘ Implementation
Part: 7 Additional considerations
Executive Summery
The report explain the marketing plan for launching a fresh juice named Pep up This product has been made by the K.MANIA (PVT) Limited Company is improved from the ministry of health. In the beginning of the report we have explained the mission and vision of the K.MANIA (PVT) Limited Company. And then we have future carried out our. It will be introduce in the market with the help of various promotional display advertisements and distribution of fee samples to the general public and financial institution
This report examine that this product is initially launching in Lahore’s domestic market the study included both primary and secondary research. The primary study focused on a survey of the competitors and the liking and disliking of the people. Through this strategy company can penetrate more into the market and can attract the bulk customers
For the purpose we have contracted SWOT analysis of the company to see company’s strength, weakness opportunities and threats. Then we have explained the purpose benefits and objectives of the product.
Then we have made a marketing mix strategy for our product. We have divided market into different segment and decided to target customers of all ages.
We have also paid special attention to packaging color and price of the product. We have decided to place the product in all the markets of Punjab specially canteen of college and universities
We will promote our product through various means of advertisement. We shall also conduct market survey in near future to know the opinion of the public about our product and developed our product accordingly.
The Mania (Pvt) Company
Vision
‘Be the global leader in customer value’
Mission
‘To set world class standard in juice industry through providing a diverse range of high quality products that are prepared in according with Islamic principals serving to satisfy customers tasting and need and serving the society’
The K.Mania in Lahore
The Mania will commence its operation in Lahore from February 2011. The factory facility has been founded on 25 canal area of land in the industrial area ferozepur Road Lahore. The factory is expected to match the demand of our product. We have ensure the installation of modern sophisticated and efficient equipment confirming to the very latest standard of ‘Good Manufacturing Practices’
Introduction To ‘Pep up’
People started too perished under the scorching the heat of summer in our country they need of energy drink to refresh themselves Pep up is a fresh juice product. It provide energy and keep fresh when feel weak and tired after doing lot of work in whole day.
It contains vitamin and proteins which is useful energy sources. Vitamins gives freshness and proteins are the energy cells that are recharge the human body so they work at their maximum.
The students employee and workers all field of humans become tired due to the work burden and sunlight which make them feel lose. They need an energy drink that make them energize so they may be able to perform better again and feel fresh.
Slogan
‘Refreshing world’
Ingredients are:
‘ Mango apple pine apple banana grapes mix
‘ Artificial colors
‘ Stabilizers
‘ Ascorbic acid
‘ Beta carotene
‘ Sugar
Objectives
‘ To increase market shares
‘ To increase the length of product line
‘ To increase profit
‘ To satisfy customer
‘ To face the strong competitors
Current Market Situations
‘Pep up’ is fresh juice product that is going introduce in Lahore domestic market. We are focusing to all levels are generation. The price of Pep up is moderate because it is for all
Market segmentations
The consumer of ‘Pep up’ consists of the followings:
Geographic:
‘ A zone (Gull berg, MM Alam road, Defense)
‘ B zone (Garden town, Model town, Wahdat road )
‘ C zone (Moon market, Multan road, Allama Iqbal town)
‘ D zone (Upper mall, Railway station, Dharma Pura
Demographic:
‘ Kids
‘ Elders
‘ Patients
‘ Etc.
Our competitors
The Pep up is currently facing very competitive environment. Because already in market following compotators are:
‘ Shezan
‘ Nestle
‘ Benz
‘ Country
‘ Coca cola (aosis)
Product review
The PEP UP is available in 250ml size and in different flavors
‘ Banana
‘ Mango
‘ Grapes
‘ Mix
‘ Orange
‘ Pineapple
COMPETITIVE REVIEW
PEP UP Competitors
The competitors of PEP UP are more than ten. Shezan and nestle are leading market right now and other companies are also have a great image in market. Shezan and nestle have loyal customer in all over the Pakistan because both are from so many years in market. Our aim to compete our all competitors in short period of tome
Our main competitors are and
Competitor’s Qualities
‘ Good distributions channel
‘ So many flavors
‘ Standard and attractive packing
‘ Large production and market coverage
‘ Availability in various weights packing
Price
Minimum price of juice is 15 R.s
Place
Shezan has a large market share in Pakistan
Sales
Sales 2009
(Year ending Jan 2010) 2728709000
Promotion
They promote this product through
a. Electric media
b. Print media
c. FM radio
d. Wall chalking
Product
Nestle beverages is product by nestle international
Qualities of nestle
a. large promotion and market coverage
b. large range of flavors
c. high availability
Place
Nestle has a large market share in Pakistan
Change vs. June 2008
CHF Millions
Sales Reported Jan-June 2009 Organic growth Reported Constant currencies
Group 52267 +3.5% -1.5% +2.8%
Food & beverages 48313 +3.4% -2.0% +2.7%
EBIT Margin
Group 14.1% _ +30 bps +30 bps
Food & beverages 12.4% _ +10bps +20 bps
Earning per share
Underlying CHF 1.46 _ +3.5% +8.5%
All calculations based on non-rounded figures
Strategy
‘ Creating share value global forum
‘ Good pricing
‘ Better quality
‘ By offering different flavors
‘ Intensive distribution
‘ Attractive packaging
SWOT Analysis of K. Mania
Strength
Weakness
Opportunity
Threats
Strengths:
‘ Updated technology plant
‘ Quality product
‘ Specialist available for specialize task jobs
‘ Hire experience staff
‘ Medical income of employee
‘ Pakistani made
‘ Targeted to low and middle class people
‘ Reasonable price
‘ Expiry date above six months
Weakness
‘ New in juice industry
‘ Small distribution network
‘ Strong competitors
‘ No market share
‘ Limited experience of customers
Opportunities
‘ Increase the distribution network
‘ Acquiring the new technology
‘ Market is very big and attractive
‘ Take over the distributor
‘ Increase demand of high quality of product due to Lahore being a develop city
Threats
‘ Political instability
‘ New entrance of exiting competitors
‘ So many competitors
‘ Retaining consumers
‘ Economic instability
‘ Increase of general sales tax
‘ Development of plant
Marketing Strategy and Objectives
The marketing strategy is based on positioning of product in the mind of consumers.
‘ Providing high quality juice to the customers.
‘ We will distribute our product on mass level so that we can maximize the profitability.
1. Positioning strategies
We want to put our image an on in the consumers mind as compare to competitor’s product. We want to target the high school’ collage and graduate students and government sector that have to work hard and need to ‘Refresh’ them an instant,
2. Segmentation
We made the market segmentation on following basses
‘ Geographic
‘ Demographic
‘ Psychographic
‘ Behavioral
Geographic segmentation
‘ Region
‘ City
‘ Rural and semi urban areas
Demographic segmentation
‘ Age
‘ Family size
‘ Gender
‘ Income
‘ Occupation
‘ Education
Psychographic segmentation
‘ Socioeconomic classification (SEC)
‘ Life style
‘ Personality
Behavioral segmentation
‘ Occasions
‘ Benefits
‘ User status
‘ Usage rate
‘ Loyalty status
‘ Readiness stage
‘ Attitude towards the product
3. Targeting
We will target the following customers
‘ Kids
‘ Youngsters
‘ Mature
‘ Old age persons
Marketing Mix
‘ Product
‘ Price
‘ Promotion
‘ Place
1. Product strategy
‘ Develop the long term relationship with customers
‘ Give values to the customers to delighting them
‘ Do whatever it task not satisfy the customers but retain our customers
In order to accomplish this objective, the company has established sales, marketing and support teams.
Product variety
Our product would be available in following flavors
o Orange
o Grapes
o Pine Apple
o Mango
o Banana
o Mix fruit
o Apple
Brand name
The name of our product is ‘PEP UP’
Quality
High quality assurance would be our first priority. This would be ensured by
‘ Implementing high quality standards
‘ Total quality management
‘ Acquisition of high quality raw materials
Design
Pep up is the sweet, Pep up juice with an eye catching tetra pack
Features
Here are some features of our product
‘ Fresh original fruit juice
‘ Provide proteins and minerals
‘ Provide vitamins
‘ Beneficial for kidney
‘ Excellent in taste
‘ Gives freshness
‘ Tetra pack protection packing
Quality
High quality assurance would be our first priority-high performance would be:
‘ Implementing high quality standards
‘ Total quality management
‘ Acquisition of high quality raw mate
Packaging
Product units are packed in 6-layered Tetra Brick Aseptic.
Size
Our product is available in 250 ml pack.
3. Pricing Plan
Our price includes custom services and other expenses. Passage through its life cycle changes its price strategy. To attain large market share prices should be at moderate level to seek attraction of large number of consumer
Pricing in Pakistan Rupees
Fruits cost Rs 3/-
Factory over head Rs 5/-
Miscellaneous Rs 2/-
Retailer margin Rs 2/-
Profit Rs3/-
Total price Rs15/-
According to our above pricing plan we have decided to offer the product to customers at Rs.14.The price is very much competitive and offer is feasible enough to catch a large percentage of market shares.
PRICE AND QUALITY GRID:
This grid shows what pricing strategy a firm is perusing;
PRICE LOW
HIGH PRESENTATION PRODUCT DEVELOPMENT
MARKET DEVELOPMENT
DIVERSIFICATION
LOW HIGH
QUALITY:
According to the above grid we are offering high quality with low rate.
4.Communication plan:
Promotion:
Actually promotion is the first step when we are launching a product. But we make its strategy in last because we want our good image in the mind of our customers.
Criteria for promotion:
Our main objective to provide:
‘ Awareness
‘ Knowledge
‘ Liking
‘ Preference
‘ purchasing
Core sources of promotion:
‘ electronic media
‘ print media
‘ cable network
‘ billboards
‘ hoardings
ELECTRONIC MEDIA:
CHENNEL TIME DURATION TOTAL
GEO Prime time & Post prime time 1 min 1215000
DUNIYA NEWS Prime time & Early day 1 min 180000
AJJ NEWES Early day & Prime time 1 min 175000
SAMAA NEWS Early day & Prime time 1 min 280000
TOTAL 2090000
PRINT MEDIA:
NEWS PAPER PAGR COLOR OR
BLACK & WHITE SIZE DAILY BASIS WEEKLY BASIS CHARGES
JANG FRONT COLORED STANDARD SIZE DAILY 18600
EXPRESS MID COLORED STANDARD SIZE DAILY 5000
DIN FRONT COLORED STANDARD SIZE DAILY 15000
THE DAILY TIMES BACK COLORED STANDARD SIZE DAILY 17500
NAWA-E-WAQAT BACK COLORED STANDARD SIZE DAILY 15000
AKHBAR-E-JAHAN BACK COLORED FULL WEEKLY 600000
TOTAL 683000
BILLBOURDS:
LOCATION SIZE DURATION TOTAL COST
DEFFENCE 20”60 1 MONTH 250000
MALL ROAD 20”60 1 MONTH 215000
FEROZPUR ROAD 20”60 1 MONTH 70000
IQBAL TOWN 20”60 1 MONTH 115000
GULBERG 20”60 1 MONTH 150000
TOTAL 265000
HOARDINGS:
LOCATION SIZE DURATION TOTAL COST
DEFFENCE 30”90 1 MONTH 1200000
MALL ROAD 30”90 1 MONTH 1000000
IQBAL TOWN 30”90 1 MONTH 1000000
GULBERG 30”90 1 MONTH 200000
TOTAL 3400000
CABLE NETWORK:
LOCATION TIME COST
GULBERG 6:00pm to 10:00pm 30000
MULTAN ROAD 10000
Scheme Mor 25000
Wapda Town 20000
Total 85000
BENEFITS:
Following are the additional benefits which are offering to the customers to give them values:
‘ Give five rappers and get one juice pack
‘ Purchase ten pack & get one free juice
‘ If you purchase one crate of juice then you would able to participate in lucky draw for following:
PLACE:
Distribution reviews
To assure the availability of its product * PEP UP * juice has established affective dealer network
The main target of these juices is Lahore.
Manufacturer
DISTRIBUTOR
RETAILER
CONSUMER
The end consumer would then purchase ‘fresh ‘from the retailer. The distributors are the most reliable distributor in the region.
BUDGETING:
S. No Description Amount
1 Cost of land 25000000
2 Raw material 5000000
3 Stationary 50000
4 Office expenses 100000
5 Furniture 500000
6 Staff salaries 50000
7 Freight inward charges 60000
8 Repair & maintenance 150000
9 Research & development 90000
10 Technology 1000000
11 Marketing & media expenses 6648630
TOTAL 38648630
CONTROL:
This is the main and last element of the marketing planning by using this we can check the standard of our product for the purpose of correcting any error if occurs
There are three main functions are performed under this element of planning:
‘ Measuring
‘ Comparing
‘ Correcting
Measuring
We can check marketing condition through meaning in which different type of task may be performed like
‘ Surveys
Survey for the future:
In order to learn weather people would like to buy our product, we have decided to conduct a market survey in future so that we can assure that people like our product or not.
Comparing:
In controlling process we compare our product with our standards
Correcting
If any problem occurs then correcting process will take place in witch we found that from where the problem will arises.
1. Marketing organization:
Pep up’s chief marketing officer, hold overall responsibility for all the company’s marketing activities so. There are other subordinates with him to help the sales campaigns, trade and consumer sales promotion, and public relation efforts.
2. Action programs:
The ‘PEP UP’ will be introduced in May .following are summaries of the programs we will use during this summer session to achieve our stated objectives.
May we will initiate 80,00,000 rupees trade sales promotion campaign to educate dealers and generate excitement for the product launch , and provide sample crates to our selected product reviewers, opinion leader and celebrities as part of our public relation strategy.
June we will start with integrate print /television campaign. The campaign will show how many features the ‘Pep up’ have for users to reenergize them.
July as the juice advertisement continues, we will add consumer sales promotion by including them to our message. We will also support or retailer to increase our sales.
August we plan to roll out a new advertisement having new views of customer through survey who have used our drink which ill help to promote our juice.
Reference:
SPECILY THANKS
NAEEM MANSOR FROM MARKETING DEPARTMENT
EMAIL: NAEEM MANSOR@YMAIL.COM
A.R.AWAN (MARKETING MANAGER) AL-QARNI GROUP OF COMPANIES
EMAIL: aftstar@alqarnigroup.com
Bibliography:
http://www.mickinsey .com
http://www.wikipedia.com
http://www.Nestle.com
http://www.angrofood .com
http://www.shezan.com
http://www.marketing.com