altunsa

Introduction to Altunsa

Slogan “Refreshing world”

Logo

altunsa

Objectives• To increase the length of product line• To increase profit• To satisfy customer • To face the strong competitors

Current Market Situations Altunsa is a fresh juice product that is going to introduce in the Karachi

domestic market. We are focusing to all levels of generation. The kids, youths, mature and olds and overall families

altunsaMarket SegmentationsGeographicsDivided the areas of Karachi into 4 zones.• A zone includes Clifton, Defence, Gulshan• B zone includes North Nazimabad, Nazimabad, F.B.Area• C zone includes North Karachi, Liaquatabad, Saddar• D zone includes Orangi, Korangi, Old Karachi

DemographicsEqual ratio between male and female and also kids.• Kids• Youngsters• Mature• Old Age

altunsaMarket DescriptionProduct ReviewThe Altunsa is available in 250ml size and available in different flavors like:

• Mango• Apple• Pine-apple• Orange• Mix-fruit

Product Features• The products have the following Features:• Available in different sizes• Fresh original Fruit Juice• Having Protein and Minerals• Tetra Pack Protection packing

altunsaCompetitiveBenz Product• Benz juices are the products of Benz Pakistan LTD. Qualities of Benz• High availability • Large range of flavors • Standardized and attractive packing

Price• Different sizes are available in various prices. Minimum price is 15 Rs.

Promotion• Electronic media • Print Media • FM Radio stations • Wall Chalking

Place • Benz has wide networks all over Pakistan it has more than 300 distributors in all over • four provinces of Pakistan.

altunsa

Distributors Review • Manufacturer • Distributor• Retailer• Consumer

altunsaSWOT AnalysisStrengths• Updated technology plant • Quality product • Very experienced staff • Pakistani made • Targeted to low and middle class people. • Reasonable price • Approved from health department ministry of health • International standard packing

Weakness • New juice industry • Small distribution network • Only five flavor

altunsaOpportunities• Increase the distribution network• Uses the newer technology & techniques• Market is very big & attractive• Gain control of more than 50% of the market share

Threats • Lack of production • Lack of distribution • New entrance from the exiting competitors • So many competitors • Increases of general sales tax • Increase in prices of electricity (increase in manufacturing overheads,

hence decreasing profit margin unless prices are increased)

altunsaObjectivesFirst Year ObjectivesThe objectives are: • Profit maximization. • To earn a good reputation and create a good image of the company.

Second Year Objectives• Increase the advertisement. • Generate 60% brand awareness with in the consumers target market.

altunsa Marketing Strategy• The market strategy is based on positioning of the product in the mind of consumers. • Providing high quality Juice to the customers.

Positioning Strategies• We want to put an image of our product in the consumers mind as compare to competitor’s

product. We want to target the high school, college and graduate students who have to work hard and need to “ALTUNSA JUICE” them in an instant. We have to position our product on the base of quality, cost and nutrition’s.

Marketing Mix • Product• Price• Promotion• Place

Product Strategy • Develop the long-term relationship with the customers • Give values to the customers to delighting them

altunsaProduct Variety• Apple• Orange• Peach• Mango• Mix-fruit

Brand Name• The name which we have chosen for our product is “ALTUNSA JUICE”.

Quality• Implementing high quality standards • Total quality management • Acquisition of the high quality raw materials •

Design • ALTUNSA JUICE is a sweet, refreshing Juice with an eye catching Tetra hedral

pack.

altunsaPricing Strategies • Amounts are in Pak Rupees: • Total cost per kg = 14.40• Units produced per kg = 4 kg• Per unit production cost= 14.40/4= 3.60/-• Packing per Juice= 1.75/-• Per straw = .15/-• Card board box for 27 juices = .25* 27 = 6.75(.25)• Total packing cost per juice pack = 1.75+.25 = 2.00/-• Total cost per juice pack = 3.60+2.00+.15= 5.75/-• Profit margin per juice pack: 1.667• Selling price per juice pack (distributor)/Invoice price per juice pack = 7.40/-• Selling price per box containing 27 juice packs (distributor) = 200.00/-• Profit per unit (manufacturer) = 1.667• Profit per pack sold (27 juice packs) = 45 • Trade price= 7.40 • Retail price= 10.00

altunsaPromotion Strategy • Actually the promotion is a first step when we are launching a new product,

but we make its strategies in last. We want to make a good image in the mind of customers, so that they will buy only our products.

Criteria for Promotion• In promotion our main objective is to provide: • Awareness • Knowledge • Liking • Preference • Purchasing

Main Sources of Promotion• Skins • Print Media • Electronic Media • Cable network

altunsa Market Research • Feedback from test market • Surveys • Questionnaires Example: 1. I enjoy juice that is: • Fresh squeezed • Made from concentrate • Without pulp • With some pulp • Anytime at all 2. I usually prefer the following brands of juice: • Nestle • Benz • Shezan • Other 3. I drink juice because: • It's a good source of energy • It's a good source of vitamins • It goes well with other foods • It tastes great

altunsa4. About the price of juice: • I don't care much. • I buy less when the price goes up. • I buy extra on sale & store them. 5. About the brand(s) I buy: • I often switch based upon price • I sometimes buy juice • I always buy the same brand • Other: 6. I own a juice machine and squeeze my own juice. • Yes, sometimes • Yes, everyday • No... 7. I am: • Female • Male 8. My age group is: • Under 10 • 11-20 • 21-29 • 30-39 • 40-49 • 50-59

altunsaMarketing Organization • Juicers’s chief marketing officer, Abdul Rehman, holds overall responsibility for all of the

company’s marketing activities as well as other subordinates with him tohelp the sales campaigns , consumer sales promotions and public relations efforts.

Action Programs January 2012: We will initiate 1,000,000 rupees:• sales promotion campaign to educate dealers• generate excitement for the product launch• provide sample• opinion leaders and celebrities as part of our public relation strategyFebruary 2012: • We will start an integrated print/displays/television campaign. June 2012: • Juice advertisement continues, convey our message to comsumer. • We will also support or retailer to increase our sales. July-August 2012: • We plan to roll out a new advertisement having new views of customers who have used our

drink which will help to promote our juice.

altunsa Budgetting• Electronic Media • Print Media • Cables operator • Billboards • Skins advert

Electronic Media: • GEO:• For 15 days• 2000 PST• 30sec• 3 times in a day• 6 lacs

Print Media: • Jung Paper: • Front page quarter page 4 colour • For 2 days • 30,000 *2= 60,000 • 27” on after 3 days at back • 7,000* 8 = 56,000

• Dawn: • Only on Sundays • 30,000*4= 1 lac 20 thousand • 2,36,000/-

altunsaCable Operators• Advertisement will play only at Star Plus and on Cartoon Network in evening from 6

to 12 pm because viewer ship of these channels are more as compare to others. For the purpose of this company decides to spend Rs. 100,000. In this budget 4 cable operators with maximum coverage in Karachi city will play ad on the above-mentioned channels in routine for 2 months.

Billboards• Company decides to take billboards for its starting advertisement campaign this is a

plan of 15 days rent for billboard is Rs.100,000 each. The sites selected by the company are in the areas of DHA Road, North Nazimabad, Gulshan-e-Iqbal, Zamzama, Tariq Road.

• 5*100000= 5 lacs

Skins Advert:• 50 main stores/areas/shops in city• Per skin cost 200• 80* 200 =16000/-

altunsa Consumer Motivation Innate & acquired needs • Consumer can fulfill both his basic innate need (thirst) and get refreshing.

Emotional Motives• The consumers will feel proud of drinking tin pack drink, and show his belonging to a

particular class.

Brand personality • Brand Personality• Excitement• Intelligent• We will later develop ads showing successful student in the college using our ALTUNSA JUICE.

As well as adventurous and thrilling ads, ads with the famous celebrities like Atif Aslam & Ali Zafar.

Personality and color • As we are targeting the youngsters, so the packing will include base color ‘silver’, with ‘blue’

and ‘red’ fore color. • Silver: Wealthy • Red: Exciting, passionate • Blue: Authority

altunsaEnvironmental Analysis• Juicers aims to be a leading company in environmental performance • By working to reduce the adverse environmental impacts of our products

and activities• Minimize risk• Ensure legal compliance• Help advance the long-term success of our company• Through our environmental strategy, we work to ensure that our products

are safe for Health use

Juicers environmental strategy• Juicer’s environmental strategy is based on lifecycle thinking, beginning

with the extraction of raw materials and ending with recycling and disposal of as well as the reintroduction of recovered materials into the economic system

altunsaMain Issues in Focus• We are continuously analyzing the materials used in our products with the

aim of reducing the amount of potentially hazardous or Harmful content.• We have many years to exist in a market for our own arrangements for

Juice and other beverages , as well as for make strong customer relationship.

• Energy efficiency In our product creation as well as our own operational activities, an important area for continuous performance improvement is in energy efficiency.

altunsaConclusion