olpers crystal water(marketing plan)
TRANSCRIPT
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April 8, 2023
OLPERS CRYSTAL WATER
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ENGRO foods came up with the idea of adding a new product line to their already well established and long set of product lines to the point that they are still heavily promoting their product. We start by giving a brief history about Olpers and how it came into existence. We talk about the corporate structure and organizational hierarchy of ENGRO FOODS, its mission statement and the vision. We move further with its goals that it has thought about for Olpers and eventually launching Olpers crystal water in the market.
INTRODUCTION
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OLPERS CRYSTAL WATER
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HISTORY AND BACKGROUND
MISSION
VISION
CORE VALUES
STRUCTURE
SOCIAL WELFARE PROGRAMS
SEQUENCE
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OLPERS CRYSTAL WATER
MR AKHTAR
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SEGMENTATION
POSTIONING
BRANDING
SEQUENCE
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OLPERS CRYSTAL WATER
Mr. Amir AnwarMr. Amir Anwar
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PEST ANALYSIS
CUSTOMER ANALYSIS
SEQUENCE
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OLPERS CRYSTAL WATER
Mr. MUNAWAR REHMANMr. MUNAWAR REHMAN
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4 PS
MARKET GROWTH TRENDS
COMPETITORS
SEQUENCE
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OLPERS CRYSTAL WATER
MR. NAQASHMR. NAQASH
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SWOT ANALYSIS
PORTERS FIVE FORCES MODLE
SEQUENCE
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OLPERS CRYSTAL WATER
CAPTAIN MUHAMMAD ZIA BASHIR KHAN
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PROMOTION AND ADVERTISEMENT
PRODUCT LINE
DISTRIBUTION
FEED BACK AND ANALYSIS
SEQUENCE
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OLPERS CRYSTAL WATER
MISS SADAF AMIR
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BASIC PRICING STRATEGY
COST EVALUATION
SEQUENCE
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OLPERS CRYSTAL WATER
MR. SYED TEHSIN SHAH
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SEQUENCE
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OLPERS CRYSTAL WATER
BREAK EVEN ANALYSIS
PROFIT MARGINS
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RECOMMENDATIONS
CONCLUSION
FAQS
SEQUENCE
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OLPERS CRYSTAL WATER
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WATER FROM HEAVEN
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ENGRO FOODS’ HISTORY
Engro Foods (Pvt.) Limited (EFL) has been
established in 2005 as part of a diversification
process at the Engro Group. The plant located at
Sukkur on 23 acre land.
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WE ARE ALL ABOVE OF HUMAN COMPANY PROVIDING A RESPONSE TO
NEEDS THROUGHOUT THE WORLD
MISSION
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VISION
"Our vision is to become a fast expanding mega foods company. To achieve our vision, the
company will initially focus on dairy by investing a substantial amount in plant, milk collection
capability and marketing. We are making concrete efforts to expand in and beyond Pakistan; through
strategic international alliances, to eventually become global."
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CORE VALUES
1. Leadership2. Innovation3. Diversity and International focus4. Quality and continuous Improvement5. Candid and open communications6. Individual growth and development7. Enthusiastic pursuit of profit8. Ethics and integrity9. Safety, Health and Environment
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Departments
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ADMINISTRATION
Efficient management of all administrative affairs
of Engro Foods (Pvt.) Limited is the job of the
Administration department. From legal matters to
general day-to-day operations of the office, the
Administration department ensures that all affairs
run smoothly.
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FINANCE AND ACCOUNTS
The Finance and Accounting departments at Engro Foods
are responsible for the total financial management of the
different businesses of the company. From the usual
accounting statements and sheets to risk and portfolio
management, the team ensures that every rupee coming
into and out of the Companies' pockets is properly
documented and audited.
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HUMAN RESOURCE
The Human Resource department at Engro Foods (Pvt.)
Limited spearheads the recruitment process to ensure that
the finest human resource is taken on board at Engro
Foods. Resumes of candidates are carefully filed and
documented for current or future reference.
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MARKETING
Consisting of leading marketing professionals of the
industry, who are graduates of top business schools of
Pakistan, the Marketing Department ensures that from
product need identification to product development,
launch and post-launch, all strategic decisions are
made based on authentic information and research.
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MIS
The MIS department at Engro Foods
ensures that all automation is running
error-free at all times. Regularly modifying
and updating the Company's accounting
software is also the MIS team's
responsibility
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PRODUCTION
Modern technology is part and parcel of
Production at Engro Foods. The state-of-the-art
plant set up near Sukkhar .The bactofuge plant for
water processing is also bieng installed there.
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QUALITY ASSURANCE
Quality Assurance is strictly followed in Engro
Foods. Qualified food technologists at this
department ensure that highest quality parameters
are adhered to through all steps of production and
that the products reach the consumers as per
promise.
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BRAIN CHANGE
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OLPERS CRYSTAL WATER
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SEGMENTING,TARGETING AND POSITIONING
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WHY SEGMENTATION IS DONE?
It is difficult for any company to engage in mass production, mass distribution and mass promotion for its product.
Companies segment the market so that they can target the group of customers who share similar needs and wants.
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SEGMENTING AND TARGETING THE MARKET FOR OLPER’S
The milk sector shows a market where consumers have homogeneous(similar) preferences. e.g. They want milk to be white, carefully processed, and good for health and bones. Keeping these things in mind Olper’s market has been segmented. So far company has introduced three new products: Olper’s milk, Olwell diet milk and Olper’s cream.
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DEMOGRAPHIC SEGMENTATION
Olper’s products are not bounded to any particular age, gender or lifecycle stage. The brand is meant for all the users in higher upper or middle class families.
Lower class wouldn’t want to buy the brand maybe because they are price sensitive or because they believe lose milk is better than processed milk and has all the nutrients that the processed milk lacks.
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CONT’D
Therefore it can be said that Olper’s has been positioned as a brand for high income earners.
Due to the income factor involved it can be said that: Olper’s milk target a specific social class who are health conscious and concerned about their weight.
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PSYCHOGRAPHIC SEGMENTATION
On the basis of psychographic factors such as personality traits, lifestyles and values, the marketers at Olper’s have segmented the market more towards;
i)Achievers who are goal-oriented and focused on their careers and
ii)Experiencers those who are seeking variety in the milk sector.
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CONT’D
For example the ads for Olwell mostly show achievers who want to be successful, have high aims and are already doing quite well in their concerned fields. The Olper’s products have targeted experiencers because the company has given them a new set of brand and so many will make their first purchase because they want to try something new. Olper’s ads also target believers, traditional conservative people with concrete beliefs. The ads for Olper’s show the beliefs of healthy life with processed milk and plays on the emotional aspect more.
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BEHAVIORAL SEGMENTATION
Olper’s products have been segmented on the basis of benefits that consumers seek in the milk. In this case, people look for a brand that can be used for all purposes from drinking to tea whiteners as well to feed the animals. The ads also show that consumers should increase their milk consumption for example they should use Olper’s with every Tea, they should drink Olper’s every morning and they should feed their pets with Olper’s milk everyday.
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CONT’D
There may be some hard core loyal in the milk sector. Loyalty maybe towards such established brands as Nestle and Haleeb. There might even be switchers and shifting loyal in the milk sectors that are either price sensitive or want variety. As a result, the marketers need to find ways to make the hard core loyal attracted to the Olper’s brand and shifting loyal and switchers to convert into hard core loyal as well.
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POSITIONING THE BRAND
Positioning involves designing the product and image that will occupy a distinctive place in the minds of the target market.
For example, nestle milkpak and Haleeb have the largest profit margins and market share in the milk industry.
Thus the marketers at Olper’s have decided to create its own unique image and then strengthen the position in the customers’ minds.
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CONT’D
They have done this by taking a number of following steps:
1. Packaging of Olper’s milk and Olwell in red color and Olper’s cream packed in purple color are quite different and distinctive from the typical green and
blue packing used by other competitors. 2. The brand has been positioned as an all
purpose milk that is meant for everyone, especially for those who live life to the fullest, hence its tag line, “jo
dil khol kay jeetay hain unheen kay liyay hai Olper’s”
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CONT’D
The marketers have used different positioning for Olper’s products:
a. They have used the attribute positioning for Olper’s milk.
The main theme of the product is that it is meant for all purposes without any user imagery. Olper’s ads also show
attributes of milk such as good for health. b. They used the benefit positioning for Olwell. The product
is positioned as delivering the benefit of helping to reduce weight and for healthy bones.
c. Olper’s cream is positioned as good for a specific use or application. In this case the cream can be used to make cake
icings and desserts look great.
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“OBSTACLES ARE THOSE FRIGHTFUL THINGS YOU SEE WHEN
YOU FAIL TO FOCUS ON YOUR GOAL.”
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CUSTOMER ANALYSIS
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Evaluating the Customers
According to the survey, there are only few people who are brand conscious. Otherwise all the customers want Cold water whenever they go to stores.Need is water and the want is cold water. After these characteristics, comes brand loyalty. There are very few people who go for brand name; the quality of water is same.
CUSTOMER ANALYSIS
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Buying habits of customer
Nestle has created demand for purified water with the slogan, Pure Life. After that people have developed their habit of going for Nestle. It is also because of massive advertising. But now many new brands are there and people have more choice available with them. It’s a trend that has been set by Nestle but new companies are also making profits in the same field.
CUSTOMER ANALYSIS
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PEST ANALYSIS
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“When the rate of change inside the
company exceeds by the rate of change
outside the company, the end is near.”
PEST ANALYSIS
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• POLITICAL LEGAL
• ECONOMICAL
• SOCIO CULTURE
• TECHNOLOGICAL
PEST ANALYSIS
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4 PS
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BRAIN CHANGE
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Product
Pricing
Promotion
Place
4 PS AT THE INTRODUCTION STAGE
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Product:Product branding & quality level is established and we obtain trademarks.
Pricing:Pricing is based on penetration strategy to build market share.
CONT’D…
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Promotion:Promotion is aimed at innovators and early adopters.
Place:Olpers is enjoying increasing demand
from all the areas because of their unique offerings and minimum prices.
CONT’D….
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Quality:Awareness in market
Price:Price is being 10/- per bottle
Availability:Olpers has two distributors
MARKET GROWTH TREND
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• Nestle• Askari• Spiral• Nation • Classic• Sparklets• Wah
COMPETITORS ANALYSIS
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Cool
Aqua Safe
CONT’D…
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LINKING-A-HEAD
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SWOT ANALYSIS
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• PRICE• AVAILABILITY• BRAND AWARENESS• ENGRO’S BACK• PR WITH FARMERS• CUSTOMER POSITIVE RESPONSE• STRONG CONSUMER AND PRODUCT RESEARCH• THIRD GENERATION PLANT
STRENGTHS
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• OLWELL TVC
• OWNING RED COLOUR
• PET BOTTLES
WEAKNESSES
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•INCREASED FUNDING BY THE GOVERNMENT
•INCREASED CONSUMPTION OF PURE WATER
•INCREASED AWARENESS
OPPORTUNITIES
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• NEW ENTRANTS
• COMPETITION
• COMPETITORS
• PERCEPTIONS AND PRICE DIFFERENCES
THREATS
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PORTERS FIVE FORCES MODEL
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INTERNAL RIVALRY•NESTLE
BARGAINING POWER OF SUPPLIERS•PRICES•HEALTHY COMPETITION
BARGAINING POWER OF CUSTOMERS•MORE CHOICES AVAILABLE•PRICE RANGES•AVAILABILITY•BRAND CONSCIOUSNESS
PORTERS FIVE FORCES MODEL
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THREAT OF NEW ENTRANTS•MULTINATIONAL COMPANY WITH HIGH BUDGET•ANY NEW COMPANY WITH LARGE SCALE OF DISTRIBUTION CHANNELS
SUBSTITUES•TAP WATER• ALL THE AVAILABLE BRANDS•BEVERAGES•JUICES•HOME INSTALLING FILTERS
PORTERS FIVE FORCES MODEL
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CHANGE OVER
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Olper’s launch was, perhaps one of the most aggressive as far as processed mineral
water is concerned, with TVCs, print ads, radio commercials, billboards and plenty of
BTL (below the line) activities including direct consumer and shop branding activities. Due to this aggressive marketing campaign, the competition seems to be getting tougher.
ADVERTISEMENT
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PRODUCT LINE AND ADVERTISEMENT
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OLPERS CREAM
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Post Mortem
Color is soothing, caption is great. But the picture of the pastry is not attractive at all, the cream is
barely there. It should be mouth watering picture of a desert with lots and lots of cream on top. Life's a dessert is a boring statement. If you are a creative
team, you can for sure come up with something new and fun!
OLPERS CREAM
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OLWELL
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Post Mortem
The brand is positioned rather too narrowly, there are certain boundaries and cultural values that should be respected. Olwell ad is too much for anyone to digest and we have no options but to
switch the channel. Engro has over done it and to make things worse it’s not as clear and well
communicated .
OLWELL
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OLPERS MILK
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OLPERS CRYSTAL WATER
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Post mortemGraphics of the ad are excellent except the body copy which is quiet overloaded with
information. TVC however, is excellent. The Signature ad (the product intro ad) was a 125 seconds ad with only 3 seconds of
branding! This type of advertising has never been practiced in OLPERS.
OLPERS MILK
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OLPERS CRYSTAL WATER
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OLPERS CRYSTAL WATER
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POST MORTERM
Color is soothing, caption is great. But the picture of the lady is not attractive at all, the
freshness is barely there. It should be a perspiring picture arising need for thirst and ultimately water. Water from heaven is an
interesting statement.
OLPERS CRYSTAL WATER
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OLPERS CRYSTAL WATER
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TVCS
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April 8, 2023
OLPERS CRYSTAL WATER
See thisBelieve it or not we have
intentions to become globalOLPERS TEAM.wmv
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HOPE YOU HAVE ENJOYED IT
April 8, 2023
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Engro Foods did exactly that was needed. They used their decades of PR with farmers and used it to
provide world-class supply-chain management for delivering the ultimate pure water in OLPERS.
Having kicked off simultaneously in 20 cities across OLPERS, the launch has been ambitious and currently
Olper’s is available in 80 cities across OLPERS. It reflects the company’s intention to become a big
player in the industry, both on a national and international level.
DISTRIBUTION
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Engro Foods Limited has its own dales and distribution network. EFL has divided OLPERS into five regions for distribution namely: Karachi, Lahore,
Islamabad, Peshawar and Multan. Due to an appealing color scheme, which stands out in the
clutter and thanks to the EFL’s strong relationship building and special discounts to retail outlets,
Olper’s has gained a proper shelf placement in the presence of competitors like Nestle and Aquafina
DISTRIBUTION
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In shortCo distribution framework
DISTRIBUTION
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After launching the product we will continuously manage the quality control, at part of the
organization itself and the feedback from the customers as well, we will achieve that with the
help of :
Publish media
E-voting and commenting cards
Electronic media
FEED BACK AND ANALYSIS
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TURN OVER
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BASIC STRATEGY FOR THE YEAR
Basic strategy for the year is to focused on brand
awareness. Although people already have the
information about the existence of Olpers but only
in bulk packages. Now the company aims to
launch pet bottle in specific areas with sufficient
promotion campaign.
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PRICING STRATEGY FOR THE YEAR
Selling price to Distributor = Rs. 7
Margin given to the Distributor =Rs. 1
Price given by the,
distributor to the retailer = Rs. 2
Final Selling price = Rs. 10 _____________________________________
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PLACEMENT STRATEGY
All major cities which are already covered by
Olpers milk distribution chain, and intending to be
global.
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POSITIONING STRATEGY
Olpers will be offering more for less strategy
to the consumer. So the company will be
offering the same quality at a lesser price.
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COST ANALYSIS
• COMPANY MARGIN 7-4/4*100=75%
• DISTRIBUTION MARGIN 8-7/7*100=14%
• RETAILER MARGIN 10-8/8*100=25%
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COST ANALYSIS
• BOTTLE 2 RS.
• ELECRICITY 0.25 RS
• CAP 0.25 RS
• FILLING 0.35 RS
• WRAPPER 0.15 RS
• PACKGING 0.85 RS
• OTHERS 0.25 RS
. . . . .
• TOTAL PRICE 4 RS.
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BREAKEVEN ANALYSIS
• SELLING PRICE= 7 RS.• VARIABLE COST= 4 RS.
• CONTRIBUTION MARGIN 3 RS. _____________________________________
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CHANGE OVER
April 8, 2023
OLPERS CRYSTAL WATER
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BREAK EVEN ANALYSIS
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Selling price
Variable cost
Contribution margin
Fixed cost
Units per year
Unit per month
Cartons
Units per day
Unit per month
Unit per year
BREAK EVEN ANALYSIS
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PROFIT MARGINS
April 8, 2023
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Profit margin
= (unit produced - required units for break even)X CM
Monthly profit
Annual profit
PROFIT MARGINS
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Nestle – 50% share
Rest of brands – 50%
MARKET SHARE
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BRAIN CHANGE
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RECOMMENDATIONS
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After the success which is highly expected of the product
development and research wing, we will further take the following
measures:-
•Occasion sought out
•Benefit sought out
RECOMMENDATION
April 8, 2023
OLPERS CRYSTAL WATER
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CONCLUSION
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As many believe their ambition and ideas can move mountains (and in most cases
they can), the old saying still goes, “Rome wasn't built in a day”
With proper planning, time and resource allocation, it has been proven time and time again that great things are worth
great effort.
CONCLUSION
April 8, 2023
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Those, living with the OLPERS in OLPERS’s present a
depressing challenge for our socio-political gurus and
OLPERS managers. OLPERS in OLPERS can only be
alleviated by sharpening the human OLPERS by
improving literacy and investing in OLPERS, good
governance, community empowerment, long term
OLPERS growth, socio- political justice and real term
OLPERS culture. The international community under the
guise of Friends of OLPERS on 17th April 2009, at
OLPERS rallied to support OLPERS’s OLPERS program
with more than OLPERS billion in funding designed to
meet its immediate needs and protect expenditures on
safety net and human development initiatives critical for
OLPERS people. The amount exceeded initial
expectations and offers strength and opportunities to
OLPERS’s politico-OLPERS managers to march
towards OLPERS free OLPERS. OLPERS has been
experiencing many serious problems. It cannot be
expected for everything to be fixed overnight. It is very
important though to establish goals and set up priorities.
What is needed most is a stable OLPERS OLPERS,
basic essentials for all, access to proper education and
healthcare and social justice for all in stable social order
line in OLPERS’s present a depressing challenge for our
socio-political gurus and OLPERS managers. OLPERS
in OLPERS can only be alleviated by sharpening the
human OLPERS by improving literacy and investing in
OLPERS, good governance, community empowerment,
long term OLPERS growth, socio- political justice and
real term OLPERS culture. The international community
under the guise of Friends of OLPERS on 17th April
2009, at OLPERS rallied to support OLPERS’s OLPERS
program with more than OLPERS billion in funding
designed to meet its immediate needs and protect
expenditures on safety net and human development
initiatives critical for OLPERS people. The amount
exceeded initial expectations and offers strength and
opportunities to OLPERS’s politico-OLPERS managers
to march towards OLPERS free OLPERS. OLPERS has
been experiencing many serious problems. It cannot be
expected for everything to be fixed overnight. It is very
important though to establish goals and set up priorities.
What is needed most is a stable OLPERS OLPERS,
basic essentials for all, access to proper education and
healthcare and social justice for all in stable social order
governance, community empowerment, long term
OLPERS growth, socio- political justice and real term
OLPERS culture. The international community under the
guise of Friends of OLPERS on 17th April 2009, at
OLPERS rallied to support OLPERS’s OLPERS program
with more than OLPERS billion in funding designed to
meet its immediate needs and protect expenditures on
safety net and human development initiatives critical for
OLPERS people. The amount exceeded initial
expectations and offers strength and opportunities to
OLPERS’s politico-OLPERS managers to march
towards OLPERS free OLPERS. OLPERS has been
experiencing many serious problems. It cannot be
expected for everything to be fixed overnight. It is very
important though to establish goals and set up priorities.
What is needed most is a stable OLPERS OLPERS,
basic essentials for all, access to proper education and
Those, living with the OLPERS in OLPERS’s present a
depressing challenge for our socio-political gurus and
OLPERS managers. OLPERS in OLPERS can only be
alleviated by sharpening the human OLPERS by
improving literacy and investing in OLPERS, good
governance, community empowerment, long term
OLPERS growth, socio- political justice and real term
OLPERS culture. The international community under the
guise of Friends of OLPERS on 17th April 2009, at
OLPERS rallied to support OLPERS’s OLPERS program
with more than OLPERS billion in funding designed to
meet its immediate needs and protect expenditures on
safety net and human development initiatives critical for
OLPERS people. The amount exceeded initial
expectations and offers strength and opportunities to
OLPERS’s politico-OLPERS managers to march
towards OLPERS free OLPERS. OLPERS has been
experiencing many serious problems. It cannot be
expected for everything to be fixed overnight. It is very
important though to establish goals and set up priorities.
What is needed most is a stable OLPERS OLPERS,
basic essentials for all, access to proper education and
healthcare and social justice for all in stable social order
line in OLPERS’s present a depressing challenge for our
socio-political gurus and OLPERS managers. OLPERS
in OLPERS can only be alleviated by sharpening the
human OLPERS by improving literacy and investing in
OLPERS, good governance, community empowerment,
long term OLPERS growth, socio- political justice and
real term OLPERS culture. The international community
under the guise of Friends of OLPERS on 17th April
2009, at OLPERS rallied to support OLPERS’s OLPERS
program with more than OLPERS billion in funding
designed to meet its immediate needs and protect
expenditures on safety net and human development
initiatives critical for OLPERS people. The amount
exceeded initial expectations and offers strength and
opportunities to OLPERS’s politico-OLPERS managers
to march towards OLPERS free OLPERS. OLPERS has
been experiencing many serious problems. It cannot be
expected for everything to be fixed overnight. It is very
important though to establish goals and set up priorities.
What is needed most is a stable OLPERS OLPERS,
basic essentials for all, access to proper education and
healthcare and social justice for all in stable social order
governance, community empowerment, long term
OLPERS growth, socio- political justice and real term
OLPERS culture. The international community under the
guise of Friends of OLPERS on 17th April 2009, at
OLPERS rallied to support OLPERS’s OLPERS program
with more than OLPERS billion in funding designed to
meet its immediate needs and protect expenditures on
safety net and human development initiatives critical for
OLPERS people. The amount exceeded initial
expectations and offers strength and opportunities to
OLPERS’s politico-OLPERS managers to march
towards OLPERS free OLPERS. OLPERS has been
experiencing many serious problems. It cannot be
expected for everything to be fixed overnight. It is very
important though to establish goals and set up priorities.
What is needed most is a stable OLPERS OLPERS,
basic essentials for all, access to proper education and
healthcare and social justice for all in star. Those, living
with the OLPERS in OLPERS’s present a depressing
challenge for our socio-political gurus and OLPERS
managers. OLPERS in OLPERS can only be alleviated
by sharpening the human OLPERS by improving literacy
and investing in OLPERS, good governance, community
empowerment, long term OLPERS growth, socio-
political justice and real term OLPERS culture. The
international community under the guise of Friends of
OLPERS on 17th April 2009, at OLPERS rallied to
support OLPERS’s OLPERS program with more than
OLPERS billion in funding designed to meet its
immediate needs and protect expenditures on safety net
and human development initiatives critical for OLPERS
people. The amount exceeded initial expectations and
offers strength and opportunities to OLPERS’s politico-
OLPERS managers to march towards OLPERS free
OLPERS. OLPERS has been experiencing many
serious problems. It cannot be expected for everything
to be fixed overnight. It is very important though to
establish goals and set up priorities. What is needed
most is a stable OLPERS OLPERS, basic essentials for
all, access to proper education and healthcare and
social justice for all in stable social order line in
OLPERS’s present a depressing challenge for our socio-
political gurus and OLPERS managers. OLPERS in
OLPERS can only be alleviated by sharpening the
human OLPERS by improving literacy and investing in
OLPERS, good governance, community empowerment,
long term OLPERS growth, socio- political justice and
real term OLPERS culture. The international community
under the guise of Friends of OLPERS on 17th April
2009, at OLPERS rallied to support OLPERS’s OLPERS
program with more than healthcare and social justice for
all in stable social order.
.
.
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YOUR QUESTIONS ARE SIGN OF YOUR INTEREST AND OUR SUCCESS
GO AHEAD
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ITS TIME FOR CHAGNE
!!!