juice report

7/31/2019 Juice Report

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Table of Contents

INTRODUCTION 4

PRODUCTS 4

AREAS OF WORK 4

CURRENT PROJECT 4NEW PRODUCT DEVELOPMENT 4

Consumer Research 5

QUESTIONNAIRE 5

PRODUCT RELATED STRATEGIES 8

New Product 8

Taste 9

Thirst 9

SEGMENTATION, TARGETNG & POSITIONING 10

SEGMENTATION 10

TARGET MARKET 10

POSITIONING 107 S's of HEALTH JUICES 10

MARKET ANALYSIS 12

SWOT ANALYSIS 12

Market of Pakistan 12

PEST Analysis 12

SWOT analysis of juice market 16

SWOT analysis of competitors 17

SWOT analysis of HEALTH JUICES 18

PRICING STRATEGY 19

ORGANIZATIONAL CHART 20

PRODUCTION POINTS IN PUNJAB 21

LAHORE REGION 22

FAISALABAD REGION 23

MULTAN REGION 24

INCENTIVES TO DEALERS AND RETAILERS 25

BUSINESS MISSION 26

OBJECTIVES, POLICIES & PLANS OF companies 26

MARKETING system 27

MARKETING INFORMATION SYSTEM 27

MARKETING PLANNING SYSTEM 27

MARKETING CONTROL SYSTEM 28

MARKETING STRATEGIES 28

AGGRESSIVE MARKETING 28RALTIONSHIP BUILDING 29

CUSTOMER SERVICES 29

AGGRESSIVE SELLING 29

HARD SELLING 29

TRADE SALES PROMOTIONS 29

SOCIAL IMAGE BUILDING 29

ADVERTISING 30
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ADVERTISING BUDGET 30

ADVERTISING AGENCY 30

BUDGET ALLOCATION 30

ADVERTISING PLANNING 31

Media to be used 31

LAUNCHING CAMPAIGN 32

ELECTRONIC MEDIA 32

Seasonal Campaign(Optional) 33

INTRODUCTION

PRODUCTS

Company will work in Fresh juices under different brand names. Company also usesits group logo H+ on every product. H+ stands forHealth pluswhich shows howmuch conscious it is about quality and standards and assumes full responsibility aboutthe products and its consumers health.

AREAS OF WORK

Company is limited to Pakistani market only but also exports its products to othercountries as well in future. Its other markets other than Pakistan

Asian countries

It exports quality products like a wide range of fresh juices and earn sufficient

revenues. As it exports so it has all necessary certification from USA and Europeregarding quality.

CURRENT PROJECT

After the company find that there are enough chances that a new pure and

nectar juices can survive in market. A consumer research was conducted and we

found that if we add Vitamins in juices then it can capture a major part of the

market.
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QUESTIONNAIRE

This questionnaire is for the purpose of research on soft drinks. You are requestedto answer the questions properly so that our purpose may come true.

NAME _____________ GENDER: M / F

AGE:

Profession----------------------------------

Annual Income----------------------------

MARITAL STATUS: MARRIED/ UNMARRIED

1) LOCATION / RESIDENCE (Encircle)

a) Model town b) Joher town

c) Township d) Defense

e) Gulberg f) Cantt

g) Iqbal town h) any other_____________

2) Do you take juices?

Yes No

3) Which brands do you use?

a. Nestle b. Shezan

c. Haleeb Good Day d. Nurpur e. Any other

4) Do you agree their taste is according to your region?

a) Strongly disagree

b) Disagree

c) Neither agrees nor disagrees


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e) To a great extent

9) Do you agree that these drinks quench your thirst?

a) Strongly disagree

b) Disagree

c) Neither agrees nor disagrees

d) Agree

e) Strongly agree

10) Is their original quality available?

a) Not at all

b) To some extent

c) Cant say any thing

d) To reasonable extent


11) To what extent their advertising force you to buy their product

a) Not at all

b) To some extent




12) Which name will you suggest for our brand?

a) Time Juices) Health Juices c) Wish Juices

13) What quality you would like to have in new brand


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-----------------------------------------------------------------

14) What role other brands are playing in social development.

-----------------------------------------------------------------

15) Any suggestion for new brands

-----------------------------------------------------------------

16) If you are provided different qualities of same brandcan you differentiatebetween them and select original quality

a) Not at all

b) To some extent




THANK YOU VERY MUCH

Can not say

Which name will you suggest for our brand?

Brand Name

Health

Time

Wish

No Concern

s


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There is big market for pure and nectar juices in Pakistan, which is occupied by twonational competitors. Nestle, Haleeb and Shezan are national competitors. Althoughinternationally Nestle is No. 1

SWOT ANALYSISHere we go for SWOT analysis of Pakistani market.

Market of Pakistan

Pakistan has a population more than 150 million. Although the %age of people livingbelow poverty is considerable but even then it offers a big market for so manyproducts. In previous years, demand for FMCG has increased more than 20%. Now

there is 5% increase per annum. It is attractive market for investors and new and newthings are coming in market. Here is PEST analysis of Pakistan.

PEST Analysis

Political analysis

Political scenario I Pakistan has seen many important changes in recent years. Someimportant events are as

i. Take over of military

ii. Exile of national politician

iii. Controlled democracy

iv. Role of Army in Government

v. Grass root democracy

vi. A vigilant Prime Minister and a military man as President

vii. Stability in Government

viii. Accountability in all departments

ix. Participation of religious people in Government


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(i) New tastes can be introduced

(ii) Exports can be made easily

(iii) More segments can be targeted

(iv) Trends in fresh juices

Threats

(i) Trends of juices

(ii) Form competition

(iii) Foreign companies coming in Pakistan

SWOT analysis of competitors

ALLEGATIONS AGAINST Nestle and Shezan

The two leading juices multinational which enjoy a monopoly market of theirproducts in most of the Pakistan.

Strengths

(i) Brand awareness

(ii) Only brands since many decades

(iii) International in nature

(iv) Western stamp

(v) Strong brands

(vi) Excellent advertising campaigns

(vii) Good distribution channels

(viii) Good management

(ix) Highly professional staff


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Cost analysis

Manufacturing cost = 40%

Administrative cost = 12%

Marketing expenses = 20%

Selling expenses = 8%

Profit margin = 10%

Budgets available

Available budget for promotion and advertising is Rs.30 million

ORGANIZATIONAL CHART

Third P of marketing, of equal importance as other, plays very important role in the success of aproduct. Basically it is related with the process of taking the product to the ultimate consumer.

It involves a chain from producer to consumer and so many number of people

are involved in it.

COUNTRY MANAGERPROVINCIAL MANAGER

PROVINCIAL MANAGER

PROVINCIAL MANAGER

PROVINCIAL MANAGER

Punjab Sindh NWFP Balochistan

DIVISIONAL MANAGER

(MULTAN)

DIVISIONAL MANAGER

(FAISALABAD)

DIVISIONAL MANAGER


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Aggressive selling

Hard launch

Trade sales promotion

Advertising

AGGRESSIVE MARKETING

We will adopt this strategy in order to get market share. As aggressive marketinginvolves full bombardment of resources in market in order to increase sales and getmarket share. We have huge budgets and capable marketing staff, which will ensure

the maximum achievement of our marketing goals.

RALTIONSHIP BUILDING

In modern marketing approaches relationship building is very important. Nowcustomers are not satisfies only with products but they are also concerned with manyother issues related with product production, consumption and dispose of.

CUSTOMER SERVICES

Customer service is not limited to services only. Now all producers have to managetheir customers as long as services are concerned. We will completely taking care ofour customers regarding their problems, which they will be coming across regardingour products. We will ensure best quality and customer relations centers in differentoffices and in different regions.

AGGRESSIVE SELLING

Aggressive selling simply means that utilize all your resources to sell your productand to get revenue. We will utilize best of our efforts in this regard. We will be in thewhole Pakistan right from the inception of our product. Our distribution system willmake it possible the availability of product in whole Pakistan on time with qualitystandard.

HARD SELLING


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Hard selling means to launch your product on a large scale with full range ofresources. As we will introduce our product in all Pakistan with full advertising on allmedias so we will be going for hard launch

TRADE SALES PROMOTIONSRetailers are the ultimate person who will be in direct contact with ultimateconsumers. Retailers deserve certain benefits besides enough commission on sales.We have allocated 15 million rupees for this purpose. We will be giving refrigeratorsto those retailers who will be showing good sales.

SOCIAL IMAGE BUILDING

Social image of a company play vital role in the success of products. Companies

taking part in social development are perceived as friendly and get good place inmarket. Our group has already working in this regard as we are promoting education,health awareness, sports and other positive activities in the society. As long as HealthJuices are concerned it will be in introductory stage in this year

So we have to focus on brand awareness and other strategies related with introductorystage of products. Later on when we will have strong roots in the market we will bedevoting 5% profit in this regard.

ADVERTISINGAdvertising plays most vital role in product success. Effective advertising makes itpossible for the producer to increase brand equity and other value added features inthe products. We have got enough budget for advertising and we will be runningeffective advertising campaigns in all possible medias to peruse the customers to useour Juices.

ADVERTISING BUDGET

Our advertising budget is 30,000,000. It woud be 20% of our total budget for initialinvestment.

ADVERTISING AGENCY


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As we dont have in house advertising agency so we have to hire some outsideagency.

So we will use Red Communication for our products and we havegood coordination with them. All campaigns run by them are giving us enough result

BUDGET ALLOCATION

We have allocated 30 million rupees for all Pakistan. Out of this amount allocation for differentprovinces are as under

PUNJAB 40 %

SINDH 30 %

NWFP 20 %

BALOCHISTAN 10%

While allocating this budget to different provinces different factors have beenconsidered as

POPULATION

AREA

REVENUE

MEDIA COVERAGE

FUTURE TARGETS

SALES FORECASTS

CONSUMPTION etc

ADVERTISING PLANNING

Although we have allocated budget for all Pakistan but we will be making advertisingplan only for Punjab. We will run campaign in electronic and print media through outPakistan. We will take 40% from the budget of Punjab. Hence all campaigns going


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nation wide will be sponsored by all provinces with the percentage as their respectiveshares in advertising budgets.

So we will take 40% from the budget of Punjab for all insertions and tvcs goingnation wide.

Rest of the budget will be utilized by the entire province according to their regional

requirements.

So we will discuss the national campaigns and than the campaign for PUNJAB only.

Media to be used

We will utilize all types of media available to reach our target market. Media we willuse include

(i) Electronic media

(ii) Print media

(iii) Outdoor media

Electronic media

We will use

(i) PTV, PTV WORLD, GEO, ARY and INDUS

VISION

(ii) FM 100, 101

Print media

Daily newspapers, magazines and journals

(i) Jang, Nawa-i-waqt, Dawn, The Nation, The News,

Pakistan

Outdoor media

(i) Billboards (panaflex sheets)


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