MARKETING MANAGEMENTMARKETING MANAGEMENT

Submitted by :Faisal Bin Hasan (BM-15024 )Pir TaimoorM. I rfanMustufa

Submitted To:Madam Duriya Hassan

Dated : April 15 , 2010

PRESENTATION PRESENTATION ROADMAPROADMAP

IntroductionIntroduction Marketing ObjectiveMarketing Objective Marketing AnalysisMarketing Analysis SWOT AnalysisSWOT Analysis Product Segmentation Product Segmentation Targeting Targeting Product PositioningProduct Positioning Marketing Mix DevelopmentMarketing Mix Development Implementation & ControlImplementation & Control Recommendation Recommendation Conclusion Conclusion

INTRODUCTIONINTRODUCTION

As our group was asked to present a project on a Question As our group was asked to present a project on a Question mark product . The real challenge was the selection of a mark product . The real challenge was the selection of a product which is not produced & available in Pakistan. product which is not produced & available in Pakistan. Hence it is a Question mark product .Hence it is a Question mark product .

A product that carry unique features then others. After A product that carry unique features then others. After analyzing the market we came to an end that we are analyzing the market we came to an end that we are launching a product named “NARYAL PANI” in a plastic launching a product named “NARYAL PANI” in a plastic bottle, which is not available in a preserved tetra packing bottle, which is not available in a preserved tetra packing or in any bottle.or in any bottle.

Coconut water is a healthy, tasty, and a natural juice, Coconut water is a healthy, tasty, and a natural juice, served as a replacement for soft drinks and other fruit served as a replacement for soft drinks and other fruit juices. The current market for coconut water is typically juices. The current market for coconut water is typically managed by road-sellers, and carries good sales volume managed by road-sellers, and carries good sales volume and enough potential growth. So we decided to launch “ and enough potential growth. So we decided to launch “ NARYAL PANI “ .NARYAL PANI “ .

MARKETING OBJECTIVEMARKETING OBJECTIVE

Since the product is a Question Since the product is a Question mark the main objective is to make it mark the main objective is to make it a Star.a Star.

The marketing objective is to take The marketing objective is to take all possible steps necessary in order all possible steps necessary in order to make the product a Star .to make the product a Star .

MARKETING ANALYSISMARKETING ANALYSIS External EnvironmentExternal Environment

Hot weather and not-so-suitable natural environment, especially in Hot weather and not-so-suitable natural environment, especially in Karachi, forces people to look for healthy drinks and meals. Coconut Karachi, forces people to look for healthy drinks and meals. Coconut water is sold extensively on the road side, but served at the same time water is sold extensively on the road side, but served at the same time due to its lack-of-preserving nature. It is also quite common among due to its lack-of-preserving nature. It is also quite common among families to occasionally go for coconut water, which is also liked by families to occasionally go for coconut water, which is also liked by kids, and considered a special fruit juice.kids, and considered a special fruit juice.

Disadvantage FeltDisadvantage Felt

The main disadvantage for fresh coconut juice is that it cannot be The main disadvantage for fresh coconut juice is that it cannot be stored for a long time, which many times reduces the demand and stored for a long time, which many times reduces the demand and divert potential buyers towards other can-juices.divert potential buyers towards other can-juices.

Opportunity sensedOpportunity sensed

Families, going on picnics, dining out, or just on drive, usually buy Families, going on picnics, dining out, or just on drive, usually buy drinks to serve while roaming. Offering coconut juice in a bottle, and drinks to serve while roaming. Offering coconut juice in a bottle, and preserve-able for a longer period can definitely divert most of the other preserve-able for a longer period can definitely divert most of the other drink-buyers to NaryalPani because of its nature, and a healthy drink-buyers to NaryalPani because of its nature, and a healthy supplement.supplement.

MARKETING ANALYSISMARKETING ANALYSIS Benefits offeredBenefits offered

It is clearly observed that people prefer natural juices over flavored, It is clearly observed that people prefer natural juices over flavored, which has also been proved a reality after the sales of MinuteMade which has also been proved a reality after the sales of MinuteMade and several other juices by Rani.and several other juices by Rani.

NaryalPani will offer them natural, healthy, and easy to serve drink NaryalPani will offer them natural, healthy, and easy to serve drink on the mobility.on the mobility.

CompetitionCompetition

As such, there is no corporate level competition exists in the market As such, there is no corporate level competition exists in the market at the moment. Although, Can juices . beverages & drinks are our at the moment. Although, Can juices . beverages & drinks are our main competitors .Also making the people believe in pure-main competitors .Also making the people believe in pure-preserving feature of coconut juice may take time, and can result in preserving feature of coconut juice may take time, and can result in a bit failure.but we have taken it as a challenge a bit failure.but we have taken it as a challenge

Entering the Market is easyEntering the Market is easy

Entering into coconut juice business is relatively easier. With the Entering into coconut juice business is relatively easier. With the availability of modern machinery, packing and preservation has also availability of modern machinery, packing and preservation has also been made easier, and can provide low cost of operations been made easier, and can provide low cost of operations

SWOT ANALYSISSWOT ANALYSIS Strength Strength In order to ensure Quality packaging we have taken a great care of Hygiene In order to ensure Quality packaging we have taken a great care of Hygiene

factor. It is a refreshing drink which must be hygienic for its greater sales factor. It is a refreshing drink which must be hygienic for its greater sales and success. Sustainable and credible quality is our another strength.and success. Sustainable and credible quality is our another strength.

Weakness Weakness The general concept of the The general concept of the people to have fresh juice unpreserved can be people to have fresh juice unpreserved can be

our initial weakness. But through our proper advertisement and promotion our initial weakness. But through our proper advertisement and promotion we will try our level best to change this misconception and through our we will try our level best to change this misconception and through our consistency in our quality and freshness, this weakness will definitely be consistency in our quality and freshness, this weakness will definitely be eliminated.eliminated.

Opportunity Opportunity Through our extensive distribution we will be capturing every densely Through our extensive distribution we will be capturing every densely

populated area of our city, hence conquering the complete market share. We populated area of our city, hence conquering the complete market share. We have the opportunity to expand our project/product to the other cities of our have the opportunity to expand our project/product to the other cities of our country like Lahore, Islamabad.country like Lahore, Islamabad.

ThreatThreat We have threat of other beverage companies like Pepsi cola & Coca cola. We have threat of other beverage companies like Pepsi cola & Coca cola.

Pepsi have purchased a successful Coconut Water brand in Brazil, So they Pepsi have purchased a successful Coconut Water brand in Brazil, So they can also launch their product in Pakistan in near future.can also launch their product in Pakistan in near future.

Coca-Cola has invested in coconut water company Zico only a couple of Coca-Cola has invested in coconut water company Zico only a couple of weeks after Pepsi-Co acquired Amacoco, a Brazilian maker of coconut drinks.weeks after Pepsi-Co acquired Amacoco, a Brazilian maker of coconut drinks.

PRODUCT PRODUCT SEGMENTATIONSEGMENTATIONIt means dividing market in to different segments. We It means dividing market in to different segments. We

wouldwouldsegment NaryalPani as under :segment NaryalPani as under :

Demographic: Demographic: Women of age 20-40 . Athletes male / Women of age 20-40 . Athletes male / female , Kids( Grown up & Growing ). female , Kids( Grown up & Growing ). Youngsters .Youngsters .

Psychographic:Psychographic: Middle to Rich class . Middle to Rich class .

Behavioral: Behavioral: Pregnant women , Travelers , Patients of Pregnant women , Travelers , Patients oforthopedic surgeries .orthopedic surgeries .

Geographic: Geographic: Posh areas of cities mostly . Posh areas of cities mostly .

TARGETINGTARGETING One or more multiple segments which a company can best serve .One or more multiple segments which a company can best serve .

The target market for NaryalPani is :The target market for NaryalPani is :

Players & AthletesPlayers & Athletes ( It is best for them b/c they need a lot of nutritional ( It is best for them b/c they need a lot of nutritional support).support).

Pregnant WomenPregnant Women ( With wide ranging nutritional benefits it is no wonder ( With wide ranging nutritional benefits it is no wonder that coconut water is recommended for pregnant women).that coconut water is recommended for pregnant women).

Travelers Travelers ( It is naturally sterile and so perfect for drinking while traveling ( It is naturally sterile and so perfect for drinking while traveling without the fear of contamination).without the fear of contamination).

Orthopedic PatientsOrthopedic Patients (Due to presence of huge amount of salts especially (Due to presence of huge amount of salts especially calcium and magnesium it is good to heal up the orthopedic injuries). calcium and magnesium it is good to heal up the orthopedic injuries).

ChildrenChildren ( With calcium , vitamin c & other nutrition it is best for children). ( With calcium , vitamin c & other nutrition it is best for children).

Youngsters Youngsters ( They mostly drink beverages but they would find it much to ( They mostly drink beverages but they would find it much to their requirement b/c it provides instant energy ).their requirement b/c it provides instant energy ).

Others who want to refresh themselves or robust the energy.Others who want to refresh themselves or robust the energy.

PRODUCT POSITIONINGPRODUCT POSITIONING

It means creating an idea in the minds of a customer.It means creating an idea in the minds of a customer.

Creating a PositioningCreating a Positioning::

Benefits of NaryalPani would be conveyed to the Benefits of NaryalPani would be conveyed to the customer .customer .

We would communicate the benefits of NaryalPani We would communicate the benefits of NaryalPani that should be emphasized to the potential buyer . For that should be emphasized to the potential buyer . For instance , mostly the road-sellers sell coconut water instance , mostly the road-sellers sell coconut water which is not Hygienic . NaryalPani would be in a plastic which is not Hygienic . NaryalPani would be in a plastic bottle and packed hygienically. bottle and packed hygienically.

Cost of the ProductCost of the Product: It would be such that it is : It would be such that it is reasonable & attracts maximum no . Of buyers.reasonable & attracts maximum no . Of buyers.

MARKETING MIX MARKETING MIX DEVELOPMENTDEVELOPMENT Promotional MixPromotional Mix NaryalPani would do business more effectively by creating a good NaryalPani would do business more effectively by creating a good

relationship with retail stores, super markets, etc. Detailed relationship with retail stores, super markets, etc. Detailed Promotional Mix for the marketing of NaryalPani is as follows:Promotional Mix for the marketing of NaryalPani is as follows:

AdvertisingAdvertising TV is considered a common tool for advertising such products. As the TV is considered a common tool for advertising such products. As the

current market is mainly Karachi, the advertising can be done on TV current market is mainly Karachi, the advertising can be done on TV Channels on local transmission. The company will need to create an Channels on local transmission. The company will need to create an interesting advertisement, that can hit minds of kids. interesting advertisement, that can hit minds of kids.

Radio, local newspapers, local TV cable networks, billboards, Radio, local newspapers, local TV cable networks, billboards, pamphlets delivered directly at homes, posters on stores and in pamphlets delivered directly at homes, posters on stores and in restaurants are other sources that would definitely create demand restaurants are other sources that would definitely create demand for NaryalPani, and create long-term consumer base.for NaryalPani, and create long-term consumer base.

PublicityPublicity Since the product is new for the market, it would carry word-of-mouth Since the product is new for the market, it would carry word-of-mouth

and free publicity because of its mobility and uniqueness.and free publicity because of its mobility and uniqueness.

Direct MarketingDirect Marketing Door-to-door Marketing in areas with middle to high income group can Door-to-door Marketing in areas with middle to high income group can

create demand for NaryalPani. Though, a huge market demand from create demand for NaryalPani. Though, a huge market demand from door-to-door marketing should not be expected but after some door-to-door marketing should not be expected but after some period, their awareness will probably turn them into active-buyers.period, their awareness will probably turn them into active-buyers.

MARKETING MIX MARKETING MIX DEVELOPMENTDEVELOPMENTPricingPricing Road-side coconut sellers price their coconuts from Rs.25 to Rs.50, which Road-side coconut sellers price their coconuts from Rs.25 to Rs.50, which

carry about 200-500ml water. Competing them with their low profit margin, carry about 200-500ml water. Competing them with their low profit margin, and out additional cost of preservation and packaging, distribution and and out additional cost of preservation and packaging, distribution and marketing would be difficult.marketing would be difficult.

Therefore, Pricing will need to be close the prices of road-side coconut Therefore, Pricing will need to be close the prices of road-side coconut sellers, which is quite important for creating the justification. Additionally, sellers, which is quite important for creating the justification. Additionally, added vitamins and minerals can also create value for customers, and added vitamins and minerals can also create value for customers, and motivate them to buy NaryalPani over open-coconut-water.motivate them to buy NaryalPani over open-coconut-water.

Distribution StrategiesDistribution StrategiesDistribution ChannelsDistribution Channels Good relationship with retailers, they may involve store owners would be Good relationship with retailers, they may involve store owners would be

required to enhance the sales of NaryalPani. Even if the wholesalers play required to enhance the sales of NaryalPani. Even if the wholesalers play their roles effectively, the end users will always be dependent upon the their roles effectively, the end users will always be dependent upon the attitude and actions of the retailer. attitude and actions of the retailer.

Choosing the areasChoosing the areas Considering the nature of the product, the areas with middle to high income Considering the nature of the product, the areas with middle to high income

group of people will be considered. These areas include DHA, Clifton, PECHS, group of people will be considered. These areas include DHA, Clifton, PECHS, Bahadurabad and surrounding areas, KDA, Gulshan-e-Iqbal etc. Bahadurabad and surrounding areas, KDA, Gulshan-e-Iqbal etc.

Distribution Strategy: Intensive DistributionDistribution Strategy: Intensive Distribution Creating a partnership with logistics companies who already deal in Creating a partnership with logistics companies who already deal in

supplying juices, drinks, etc can reduce distribution cost, and cover the mass supplying juices, drinks, etc can reduce distribution cost, and cover the mass market within appropriate time as well.market within appropriate time as well.

IMPLEMENTATION & IMPLEMENTATION & CONTROLCONTROL

Frequent reviews of our objectives & Frequent reviews of our objectives & Performance of the Product would be Performance of the Product would be conducted to ensure that every thing conducted to ensure that every thing is going smoothly .is going smoothly .

Any corrective action required would Any corrective action required would be taken with the consultation of be taken with the consultation of group members. group members.

RECOMMENDATIONRECOMMENDATION

NaryalPani NaryalPani is biologically pure, very tasty and full of nutrition and is biologically pure, very tasty and full of nutrition and vitamins .vitamins .

Excellent all natural water to drink while Relaxing, Meditating, Excellent all natural water to drink while Relaxing, Meditating, Driving, Eating, Running, Aerobics, Working, Surfing, Fishing, Driving, Eating, Running, Aerobics, Working, Surfing, Fishing, Working Out, Physical Activities etc.Working Out, Physical Activities etc.

It is truly a life giving fluid. Our special harvesting and processing It is truly a life giving fluid. Our special harvesting and processing procedures allow us to package and pasteurize our natural procedures allow us to package and pasteurize our natural Coconut Waters with no need for adding any preservatives. Coconut Waters with no need for adding any preservatives. Exquisitely tasting and full of all the natural fluids, vitamins, Exquisitely tasting and full of all the natural fluids, vitamins, nutrients, sugars, minerals and salts demanded and needed by nutrients, sugars, minerals and salts demanded and needed by everyone of all age groups. Coconut Water has no Cholesterol, is everyone of all age groups. Coconut Water has no Cholesterol, is fat free and is naturally low in Calories! Everyone should drink this fat free and is naturally low in Calories! Everyone should drink this fine all natural coconut water EVERY DAY, it is a Natural isotonic fine all natural coconut water EVERY DAY, it is a Natural isotonic beverage for all ages.beverage for all ages.

CONCLUSIONCONCLUSION

Coconut water, being a natural, tasty, and healthy Coconut water, being a natural, tasty, and healthy juice, carries a huge potential market and juice, carries a huge potential market and competitive ability in the current market of juices. competitive ability in the current market of juices. While coconut water is not actually sold packed in While coconut water is not actually sold packed in the current market.the current market.

Labor for such production is available for cheap, Labor for such production is available for cheap, without compromising the quality of the workforce.without compromising the quality of the workforce.

In short, NaryalPani can perform quite well in the In short, NaryalPani can perform quite well in the market of juices, and can really act as a replica of market of juices, and can really act as a replica of other juices and soft drinks for people on the go, other juices and soft drinks for people on the go, athletes, and at family occasions.athletes, and at family occasions.

THANK YOU …THANK YOU …