report on product planning p-1b

8/17/2019 Report on Product Planning P-1b

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CHAPTER - THREE

3.0 CURRENT MARKET SITUATION3.1 Introduction3.2 Market Description3.3 Product Review3.4 Competitive Review3.5 Distribution Review


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3.1 INTRODUCTION

If we consider te current market ten I find tat industr! as a si"nificant "rowt rate.

#o a $ot of companies are comin" ere. %ut te oters manufacture companies are fai$ed

to tar"et te ri"t market and reac tem. #ometimes te! fai$ed to "ive tem te

appropriate massa"e. I&CI 'td. are se$ected teir own tar"et customer "roup and make a

marketin" strate"!.

In te market te coconut oi$ is not a new product for te customers. Particu$ar$! in our

countr! we ave $ots of coconut oi$ and so one. I&CI 'td. as (ua$it! fu$$ coconut oi$

wic is made for a$$ t!pe of customers. )ur coconut oi$ as neutra$it! and made wit te

mi*in" of vitamins.

+en te customer wi$$ "et te know$ed"e about te coconut oi$, wic is natura$ and te

coconut oi$ contain te ori"ina$it! to te customer wi$$ "o for it. -+e be$ieve in rea$it!,

and we want to serve te nation. +e are spoi$in" our skin and we serve te nation a$most

te dust! tin". +e do not ave an! ri"t to do tis ridicu$es tin" wit our peop$e. at/s

w! we want to contribute ourse$ves as a responsib$e business man and do sometin"

"ood for tis countr!.0

3.1. MARKET DESCRIPTION

I&CI 'td./s market consists of !oun" customers and a"ed customers wo need to

convenient$! non stick!, ea$t! and wea$t!, stron" air. #a$es are e*pected to be

"rowin" up over te ne*t few !ears. I&CI 'td. markets Ibnsina Coconut )i$ to te

customers wit teir econom! status se"ment. %an"$ades is a poor, overpopu$ated, and

inefficient$!"overned nation. In our countr! DP per capita is on$! 1 or k.

1,2,5. Popu$ation be$ow povert! $ine is 46. 'abor force b! occupation in

a"ricu$ture 456, Industries 36 and #ervice 256.78 e primar! bu!er ma*imum is in

'ower c$ass. #o compan!/s first tar"et market is 'ower c$ass. en teir tar"et market is

midd$e c$ass 9 upper midd$e c$ass peop$e. In tab$e 3.1 sows te tar"et bu!er "roup of

Ibnsina Coconut oi$. I&CI 'td.

https://www.cia.gov/library/publications/the-world-factbook/docs/notesanddefs.html#2046https://www.cia.gov/library/publications/the-world-factbook/docs/notesanddefs.html#2048http://en.wikipedia.org/wiki/Marketinghttps://www.cia.gov/library/publications/the-world-factbook/docs/notesanddefs.html#2046https://www.cia.gov/library/publications/the-world-factbook/docs/notesanddefs.html#2048http://en.wikipedia.org/wiki/Marketing


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:o. roup :ame Market #i;e Customer :eed

1. 'ower C$ass 46 Product price is ceap

2. pper Midd$e c$ass 16=ua$it! fu$$ product wit

se$ective features.

TABLE 3.1: TARGET MARKET CLASSIFICATION.

Compan! torou"$! covers teir tar"et customers seria$$!, so tat compan! can cover

te wo$e market step b! step. ?$so tose bu!er as tree "roups, tose are eena"er

"roup @12 !ears to 1A !earsB, oun"er roup @2 !ears to 3 !earsB, ?"ed roup @3

!ear p$usB, wo are concern about teir air, wo ave $itt$e capacit! to concern wit te

doctor but want to avoid tis e*pense because of teir $imited income. e! want to bu! a

reputed compan!/s coconut oi$ b! a name te! can trust. e! want a coconut oi$ wit a$$

te materia$s tat is appropriate for teir need. #pecific se"ment bein" tar"eted durin"

!ears inc$udes sma$$ ci$dren, !oun" "ir$s and a$so a"ed $adies. ab$e 3.2 sows ow te

Ibnsina Coconut )i$ addresses te need of tar"eted customers and business se"ments.

Targete

Seg!e"tC#$t%!er Nee Pr%#&t Feat#re$

eena"er "roup

@12 !ears to 1A

!earsB

#tron" 9 sine air

dandruff free air

Different st!$e 9

Individua$it!

:on#tick! coconut air )i$

'(ta!(" E :ourises, stren"tens

9 sines te airs Prevents te cause of dandruff

oun"er roup

@1A !ears to 3

!earsB

air fa$$ contro$

'on" %$ack air 'ookin" a)$%*#te*+ g%rge%#$

, )ea#t(#*

:atura$ coconut oi$

'(ta!(" B-1 prevents te cause of

air fa$$s to te minimum $eve$'(ta!(" B/ cause remain b$ack air

for a $on"er time'(ta!(" E causes ea$t! air "row

?"ed roup

@3 !ear p$usB

air fa$$ contro$

Remain b$ack air for

'(ta!(" E Hea*t+ a(r gr% '(ta!(" B/ cause remain b$ack


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$on"er period air for a $on"er time

TABLE 3.: NEEDS AND FEATURES OF IBNSINA COCONUT OIL.

3. PRODUCT RE'IE2 OF IBNSINA COCONUT OIL

)ur product, Ibnsina coconut oi$, offers te fo$$owin" standard featuresE

F N%"-St(&+ coconut F Prevents te cause

air )i$ of a"r#

4 Nat#ra$ Coconut )i$ F Prevents te cause

F It as '(ta!(" A5 of a(r a**$ to te

'(ta!(" E5'(ta!("B-/ minimum $eve$

a" '(ta!(" B-1 F Re!a(" )*a& air

F It makes air Str%"ger for a $on"er time

F air become T(&er F Hea*t+ a(r gr%

F It makes air S("(er F S!%%t air

4 N%#r($e$ te airs

F(g#re 3.1: Feat#re O I)"$("a C%&%"#t O(*.

is features are differentiate our product from oter competitors wo are a$read! in te

market. Ibnsina Coconut )i$ contains Gitamin ?,


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focus on econom! c$ass wit teir e*pectation b! "ivin" G advertise, Radio advertise

and oter communication s!stem. e econom! c$ass e*pectations are as fo$$ows K

• :atura$ coconut oi$.

• '(ta!(" B/ causes remain b$ack air for a $on"er time.• '(ta!(" E causes ea$t! air "rows.

3.3 K E6 COMPETE OF IBNSINA COCONUT OIL

Increased entr! of estab$is consumer 9 manufacture companies as pressured industr!

participants to continua$$! add features and cut prices. ere are man! specia$i;ed stab$e

compan! in tis competition market.

Le! competitors are inc$udedE

• Para&#te5 ? market $eader in its cate"or!, Paracute

Coconut )i$ toda! stands for purit! and (ua$it!. )ver te

!ears, te brand as seen a $ot of innovations in packa"in",

printin", materia$s and tamperproofin". Paracute eno!s

enormous $o!a$t! in bot urban and rura$ sectors.

• 7#( Coconut )i$ is "ood for air care. ui as te best

(ua$it! refined coconut oi$ tat makes !our air natura$$!

soft and ea$t!, wic wi$$ in turn "et !ou te appreciation

from !our c$ose onesK appreciation tat !ou tru$! deserve.

&or convenience, ui Coconut )i$ is avai$ab$e in bot P$astic

and in containers.

• 'at(a


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!our air, "ivin" !our air 9 sca$p comp$ete nourisment

for tat prob$em free, ea$t! crownin" "$or!. e new

improved formu$ation of Gatika


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TABLE 3.1: DISTRIBUTION RE'IE2 OF IBNSINA COCONUT OIL.

CHAPTER - FOUR

8.0 SO2T ANAL6SIS4.1 Introduction

4.1.? #tren"t of Ibnsina Coconut )i$4.1.% +eakness of Ibnsina Coconut )i$


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4.1.C )pportunit! of Ibnsina Coconut )i$4.1.D reats of Ibnsina Coconut )i$4.2 )bective 9 Issues

8.1 INTRODUCTION#+) is te combination of 4 ke! words, wic constitutes te interna$ and e*terna$

issues of a compan!, an #%# prevent an industr!. e 4 ke! words are, #O#tren"t

+O+eakness )O)pportunit! Oreat.

Stre"gt: #tren"t refers to te competitive advanta"es and te oter distinctive

competencies tat a compan! can e*ert in te market p$ace.

2ea"e$$e$: +eakness is constraints tat inder movements in certain directions.

O99%rt#"(t(e$: ? marketin" opportunit! is an area of bu!er need in wic a compan!

can perform profitab$e.

Treat$: ? treat is ca$$en"e posed b! an unfavorab$e tend or deve$opment tat wou$d

$ead, in te absence of defensive marketin" action, to deterioration in sa$es or profit.

#+) ? :?'#I#

Internal

Factors

External

Factors


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I" S2OT a"a*+$($ t% a&t%r$ a&t a$ 9r(!e !%er$:

• Interna$ factors wic are prevai$in" inside te concern wic inc$ude #tren"t

and +eakness.

• )n te oter and anoter factor is e*terna$ factors wic act as )pportunit! and

reat.

8.1. A STRENGTH OF IBNSINA COCONUT OIL

I%:#I:? can bui$d on tree important stren"ts. e! areE

• Bra" I!age: e names IBNSINA itse$f te premier brand ima"e. It as been

ab$e to create enormous "oodwi$$ b! its (ua$it! product a$$ over %an"$ades.

• I""%at(e Pr%#&t: ere are $ots of C)C):> )I' product $ike Paracute, ui,

dabor, Gatika etc are avai$ab$e in %an"$ades. %ut no one is come out wit c$ear

refined natura$ Coconut oi$, so it as muc more probabi$it! to acieve success.

• C%$t aa"tage: ?$read! I%:#I:? provides various t!pes of product offerin"s

to its customer and tus satisfies te needs of various customer se"ments.

erefore, as te or"ani;ation as a $ot of customers, its operationa$ costs "o

down.

• Pr(&("g: I&CI 'td. does not take i" price as oter Coconut oi$ is taken b! oter

companies. +e tink tat te price is (uite reasonab$e to be succeeded.

Opportuni


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8.1. B 2EAKNESS OF IBNSINA COCONUT OIL

• La& % Pr%#&t Aare"e$$: ou" te product as a bit $ow price, it ma! fai$

to create te proper awareness towards te tar"et customer.

• Aa(*a)(*(t+ % C%&%"#t O(*: %an"$adesi c$imate is suitab$e for te coconut. #o,

rura$ Companies can co$$ect coconut easi$! and te! can produce unrefined

coconut oi$ easi$!. #o, it is te weakness of our product to marketin" in a (ua$it!

price.

8.1. C OPPORTUNIT6 OF IBNSINA COCONUT OIL

• Gr%("g "#!)er % $t%!er$: #eein" te current situation of te coconut oi$

industr! and a$so te popu$ation boom, it can be depicted te %an"$ades needs

more moderni;ed and different t!pes of product and tis is terefore a bi"

opportunit! to enance its sincere position in te consumers mind trou"

increased number of (ua$it! product and different product.

•

I"&rea$("g $t%!er;$ aare"e$$: In te !ears te peop$e are ver! muc awareabout teir air skin. e! don/t $ike to take capsu$es or tab$ets from outside and

open market. #o it wi$$ create te advanta"e to provide te (ua$it! oi$.

8.1. D THREATS OF IBNSINA COCONUT OIL

• Gr%("g N#!)er % C%!9et(t%r$: ?s tere is a "rowt visib$e in te oi$

industr!, man! mu$tinationa$ and nationa$ companies are enterin" in te market to

serve te customers. o survive in te industr!, I%:#I:? as to face te treats

created brand positionin".


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• D%"ar Pr(&e Pre$$#re: Increased competition and marketsare strate"ies

are perusin" oi$ companies to decrease teir prices. #o te profit mar"in is ver!

$ow in ere.

• Large "#!)er % ("(re&t C%!9et(t%r: In te coconut oi$, tere are $ots of

indirect competitor. #o tese coconut oi$ companies are te main treats of

I%:#I:? coconut )i$.

)ur compan! wi$$ maintain te market wit e*perienced marketin" e*ecutives and best

product (ua$it! wic makes a "ood re$ationsip wit te customers, so tat customers

never switc our coconut oi$. )ur compan! wi$$ mention about product (ua$it! b!

te$evision advertise, banners, radio advertise etc., so tat new consumers wi$$ inc$udewit our product. %! tis work our compan! can overcome te competitors and

downward price pressure.

8. OB7ECTI'E , ISSUES

I&CI 'td. as set a""ressive but acievab$e obectives for te ne*t two !ears, 212 and

213 of market pro"ress.

6ear < 01 O)=e&t(e$

Durin" 212 K !ear, Ibnsina Coconut )i$ are aimin" for a 3 percent sare of te

%an"$adesi market trou" unit sa$es vo$ume near about 3, carton.

6ear < 013 O)=e&t(e$

eir 213 K !ear obectives are to acieve a percent sare based on te market sa$es of

two mode$s and to acieve breakeven ear$! in tis period.

)ne maor issue is teir abi$it! to estab$is a we$$re"arded brand name $inked to a

meanin"fu$ positionin". e! wi$$ invest eavi$! in marketin" to create a memorab$e and

distinctive brand ima"e proectin" innovation, (ua$it! and va$ue. e! a$so measure

awareness and response so te! can adust teir marketin" efforts if necessar!.


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CHAPTER - FI'E

>.0 STRATEGIC MARKETING5.1 Positionin" #trate"!5.2 Product #trate"!5.3 Pricin" #trate"!5.4 Distribution #trate"!5.5 Marketin" Communication #trate"!

5.5.?


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Product :ame Mar2A

?pr2A

Ma!2A

un2A

u$2A

?u"2A

#ep2A

)ct2A

Paracute 7PureCoconut8 %D

11.6 12.16 12.16 12.36 13.6 13.16 13.36 13.36

ui 7Pure

Coconut8 %D

.16 .16 .16 .16 .16 .16 .16 .16

Ibnsina Coconut)i$ %D

.6 .26 .36 .56 .J6 .J6 .A6 .16

TABLE >.1: MARKET SHARE OF IBNSINA COCONUT OIL IN 00?

>. PRODUCT STRATEG6

is Coconut oi$ is actua$$! te coconut water and nuts from coconuts. It is ver! usefu$

for te air because it is i" in Potassium and contains oter vitamin and minera$s $ike

Ca$cium and Ma"nesium.

Feat#re$ % IBNSINA &%&%"#t %(*

o "et te market we ave to create differentiation witin te product. If te product is

different and if te product as te (ua$it!, te product wi$$ "et te market. In te air oi$

cate"or!, our product is tota$$! different (ua$it!. +e ave some new feature for m!

product. ose features are as fo$$owsE

e coconut oi$ creates te newness in to te coconut oi$ market. e oi$ is from te

coconut. ?fter testin" te oi$ in te $aborator! te oi$ is $aunc in te market. #o te

cemica$ wic are in te oi$ we can detect and we can e*p$ain tese cemica$s to te

customers. e on$! purpose of tis cemica$ is to create te oi$ keep te fres of 12

monts.

I)"$("a te coconut oi$ as Gitamin %12, Gitamin < and Gitamin %H wit no side effect

and it is no more armfu$ for te air skin. e oi$ ust creates te air si$k! and it $ooks

nice.

I)"$("a provide an e*tra pack wit te p$astic container.


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I)"$("a is mi*ed wit a cemica$, wic wi$$ protect te oi$ from bacteria, and keep te

oi$ as same as it was wen manufactured. e cemica$ is ver! cost$! and it is on$! used

in te air item.

>.3 PRICING STRATEG6

e Ibnsina Coconut oi$ as tree t!pe of bott$e si;e, tose are 45 m$., 1 m$. and 2

m$. our compan! pricin" strate"! as tree parts, tose are Compan! price, dea$er price

and market retai$ price. e present pricin" are sown in te tab$e 5.2 as fo$$ows K

:o Product :ame #i;eCompan!

price

Dea$ers PriceMarket Retai$

Price1 Ibnsina Coconut oi$ 45m$ 13 14.5 1J

2 Ibnsina Coconut oi$ 1m$ 2 2A.5 35

3 Ibnsina Coconut oi$ 2m$ 5 55 HJ

TABLE >.: PRICE OF IBNSINA COCONUT OIL

ese prices are ref$ectin" strate"! of @1B attractin" desirab$e distributor canne$ and @2B

takin" market sare from Paracute coconut oi$.

In tis report I e*p$ain about Ibnsina Coconut oi$ 1 m$. si;es.

>.8 DISTRIBUTION STRATEG6

e distribution of te coconut oi$ is bit different. %ecause of te $ow cost of te macine

of te p$ant, ever! district we usua$$! set up a factor! of it. It wi$$ raise te speed of

distribution. e coconut oi$ is perisab$e, tat/s w! te factor! set up is need. In te

district town we ave more tan 15 depots to distribute te product.


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dec$ared b! compan! a"ent/s own area and te! are ver! efficient to distribute te

product in te $oca$ market area. imin" is ver! important for te distribution. In ever!

division compan! as depot for distribution to teir district distributors. #o, te wo$e

countr! is in a circ$e b! te distribution canne$. #o, ever! distributor can receive te

product in a da!.

>.> MARKETING COMMUNICATION STRATEG6

is is te most important part of marketin" a product. e customer knows a product b!

Promotion. #o if Promotions ave a $ackin" te product wi$$ not "et te market. ere is

various wa!s of doin" Promotion. ?s m! product is new and nove$t!, I wi$$ "o for certain

communication, and tose are as fo$$owsE

• Pub$icit!Q Pub$ic Re$ation

• G ads

• Print media @newspaperB

• Radio

• %i$$board 9 poster

• .>. A Ee"t !a"age!e"t

?s m! product is not a new and I ave te e(uit! of m! brand, I ave to spend mone! for

te sow up of m! product. at/s w! I ave se$ected event mana"ement. %! "oin"

event $ike, concert in some renowned p$ace of a$$ te cities of tis countr!, it can be

e$pfu$ to create an ima"e to te market.


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>.>. B Bra" A!)a$$a%r

+e are a$so invitin" a spoke person as our brand ambassador, wo wi$$ usua$$! tr! to

bui$d our brand awareness to te customer.

e spoke person or te brand ambassador for I&CI 'td. is ?pi Larim and aid assan.

e! wi$$ do tis work for m! brand for ne*t one !ear. at was te wo$e proect paper

of m! coconut oi$. ?$$ te e$ements are bui$t in tis proect, and I tink te I&CI 'td. can

create its brand e(uit! b! bui$din" its va$ue.

>./ Maret("g Orga"(@at(%"

I&CI 'td. Cief Marketin" )fficer, MD. aidu$ Is$am #arker, o$ds overa$$

responsibi$it! for marketin" strate"! and direction. &i"ure 5.1 sows te structure of te

ei"tperson marketin" or"ani;ation. I&IC 'td. as ired +or$dwide Marketin" to and$e

nationa$ sa$es campai"ns, trade and consumer sa$es promotions, and pub$ic re$ations

efforts.

FIGURE >.1: IFCI LTD. MARKETING ORGANIATIONS

Sales Manager

Regional

Sales

Marketing Manager

Promotion

Analyst

Advertising Manager Promotion Manager

RegionalSales

Advertising

Analyst


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report on product planning p-1b

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