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    AKHTAR HUSSAIN ROLL NO. 133

    MUHAMMAD FAROOQ ROLL NO. 121

    ASGHAR ABBAS ROLL NO. 130

    FAISAL NADEEM ROLL NO. 113

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    ACKNOWLEDGMENTSACKNOWLEDGMENTS

    All praise to Almighty Allah,The most merciful and Compassionate,

    With the willingness of whom we are able toDo a project like this and

    Without Whom we are nothing.

    We express our gratitude to our kind facilitatorSIR FAHEEM ATHER HAQANISIR FAHEEM ATHER HAQANI

    Who kept our morale high by his suggestion and appreciationHe was available to us whenever and for what ever we consulted

    himWithout his precious guidance and help we would never be able

    to develop this project.

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    PRODUCTPRODUCT

    In marketing, a product is anything that can be offered to amarket that might satisfy a want or need. However it is muchmore than just a physical object. It is the complete bundle of

    benefits or satisfactions that buyers perceive they will obtain ifthey purchase the product. It is the sum of all physical,psychological, symbolic, and service attributes.

    A product is similar togoods. Inaccounting, goods are physicalobjects that are available in the marketplace. This differentiatesthem from a service, which is a non-material product. The termgoods is used primarily by those that wish to abstract from the

    details of a given product. As such it is useful in accounting andeconomic models. The term productis used primarily by thosethat wish to examine the details and richness of a specific marketoffering. As such it is useful to marketers, managers, and qualitycontrol specialists.

    A "man" can also be an "experience", which like a service isintangible. However an experience is unique to the receivingindividual, based upon their history. Example: amusement parksoffer rides (product), acceptance of credit cards (service), andaudience participation at the dolphin show (experience). My

    value of the dolphin show is different from yours, and to theextent I value it more, will trade more for it (money).

    The word "product" is also used as a pejorative term to describeteenagers who have homogenized themselves in the sense theyhave become indistinguishable due to their clothing, possessions,andbrands they choose to display (at least at first glance).

    http://www.answers.com/main/ntquery?dsid=2222&dekey=Marketinghttp://www.answers.com/main/ntquery?dsid=2222&dekey=Markethttp://www.answers.com/main/ntquery?dsid=2222&dekey=Good+(economics+and+accounting)http://www.answers.com/main/ntquery?dsid=2222&dekey=Good+(economics+and+accounting)http://www.answers.com/main/ntquery?dsid=2222&dekey=Accountancyhttp://www.answers.com/main/ntquery?dsid=2222&dekey=Accountancyhttp://www.answers.com/main/ntquery?dsid=2222&dekey=Servicehttp://www.answers.com/main/ntquery?dsid=2222&dekey=Servicehttp://www.answers.com/main/ntquery?dsid=2222&dekey=Pejorativehttp://www.answers.com/main/ntquery?dsid=2222&dekey=Homogeneoushttp://www.answers.com/main/ntquery?dsid=2222&dekey=Brandhttp://www.answers.com/main/ntquery?dsid=2222&dekey=Brandhttp://www.answers.com/main/ntquery?dsid=2222&dekey=Marketinghttp://www.answers.com/main/ntquery?dsid=2222&dekey=Markethttp://www.answers.com/main/ntquery?dsid=2222&dekey=Good+(economics+and+accounting)http://www.answers.com/main/ntquery?dsid=2222&dekey=Accountancyhttp://www.answers.com/main/ntquery?dsid=2222&dekey=Servicehttp://www.answers.com/main/ntquery?dsid=2222&dekey=Servicehttp://www.answers.com/main/ntquery?dsid=2222&dekey=Pejorativehttp://www.answers.com/main/ntquery?dsid=2222&dekey=Homogeneoushttp://www.answers.com/main/ntquery?dsid=2222&dekey=Brand
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    THREE ASPECTSTHREE ASPECTS

    There are three aspects to any product or service:

    1.1. Core BenefitCore Benefito In-use benefitso Psychological benefits (e.g., self-image enhancement,

    hope, status, self worth)o Problem reduction benefits (e.g., safety,

    convenience)2.2. Tangible Product or ServiceTangible Product or Service

    o Product attributes and featureso Qualityo Styling

    o Packaging protection and label informationo Brand name

    3.3. Augmented Product or ServiceAugmented Product or Serviceo Warrantyo Installationo Deliveryo Credit availabilityo After-sale service and maintenance

    CLASSIFYING PRODUCTSCLASSIFYING PRODUCTS

    Product managementinvolves developing strategies and tacticsthat will increase product demand (referred to as primarydemand) over the product's life cycle. One useful technique inunderstanding a product is the Aspinwall Classification System.It classifies and rates products based on five variables:

    1. Replacement rate (how frequently is the productrepurchased?)

    2. Gross margin (how much profit is obtained from each

    product?)3. Buyer goal adjustment (how flexible are the buyers'purchasing habits in regards to this product?)

    4. Duration of product satisfaction (how long will the productproduce benefits for the user?)

    http://www.answers.com/main/ntquery?dsid=2222&dekey=Product+managementhttp://www.answers.com/main/ntquery?dsid=2222&dekey=Product+managementhttp://www.answers.com/main/ntquery?dsid=2222&dekey=Product+life+cycle+managementhttp://www.answers.com/main/ntquery?dsid=2222&dekey=Product+managementhttp://www.answers.com/main/ntquery?dsid=2222&dekey=Product+life+cycle+management
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    5. Duration of buyer search behavior (how long will they shopfor the product?)

    TYPES OF PRODUCTSTYPES OF PRODUCTS

    There are several types of products:

    Consumer products: used by end users Industrial products: used in the production of other goods Convenience goods: purchased frequently and with

    minimal effort Impulse goods: purchase stimulated by immediate sensory

    cues Emergency goods: goods required immediately

    Shopping goods: some comparison with other goods Specialty goods: extensive comparisons with other goods

    and a lengthy information search Unsought goods: e.g., cemetery plots, insurance Perishable goods: goods that will deteriorate quickly even

    without use Durable goods: goods that survive multiple use occasions Non-durable/consumption/consumable goods: goods that

    are used up in one occasion Capital goods: installations, equipment, and buildings Parts and materials: goods that go into a finished product Supplies and services: goods that facilitate production Commodities: undifferentiated goods (e.g., wheat, gold,

    sugar) By-products: a product that results from the manufacture

    of another product

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    CONTENTSCONTENTS

    Executive Summary

    Introduction Of the Product

    Mission Statement

    Marketing Environment Analysis

    Political Conditions

    Economical Conditions

    Social cultural Conditions

    Technological Conditions

    SWOT Analysis

    SWOT ANALYSIS OF Nestl

    Strengths

    Weaknesses

    Opportunities

    Threats

    Pure Healths SWOT Analysis

    Strengths

    Weaknesses

    Opportunities

    Threats

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    Conclusion of Marketing Environment

    Marketing Mix

    Product

    Price

    Placement

    Promotion

    Bibliography

    EXECUTIVE SUMMARYEXECUTIVE SUMMARY

    We want to describe that our this project of new product

    development will help a lot us in our future marketing career.

    Purpose of this project is to build our confidence and seek

    marketing activities practically. In this project we focused on

    how to launch a new product in the market. We also tried to

    explain how to control all other marketing activities, marketing

    strategies future plans other activities. For this purpose we

    established a new company

    PURE HEALTH DAIRIESPURE HEALTH DAIRIES

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    Our this company deals with tetra pack-food items. Our product

    name is

    PURE HEALTH YOGURTPURE HEALTH YOGURT

    INTRODUCTION OF PRODUCTINTRODUCTION OF PRODUCT

    Product that we launched has frequently large use in our daily

    life. People use dairy products daily. Most of people use yogurt in

    breakfast. This product has healthy impact on the health of

    people. It is also not dependent on any particular season or

    event. The product has the quality that it does not has a negative

    perception on religious, racial, color and on other social

    conflicts.

    Company NameCompany Name

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    PURE HEALTH DAIRIES

    Product NameProduct Name

    PURE HEALTH YOGURT

    SLOGANSLOGAN

    We dont provide people Just Yogurt but pure health.

    MISSION STATEMENT

    Our objective is to provide fresh quality Yogurt keeping in view

    all the health standards and customer demands at affordable

    price.

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    LOGO

    MARKETING ENVIRONMENT ANALYSIS

    This analysis includes complete study of marketing environment.

    Every company must study its marketing environment before

    introducing or launching a new product in the market. Company

    should have full knowledge about its surroundings and

    competitors. Company should fulfill all these conditions before

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    any launching any new product in market or before taking nay

    step. Therefore we have also studied the marketing environment

    before launching our this new product.We have alsostudied the

    environmental impact that could have an effect on our strategies

    in full.

    1. POLITICAL CONDITIONS

    STRENGTHS

    For a healthy business environment the stable political

    conditions are must. At the moment the country is governed by

    semi-democratic parties. But the important thing is that beside

    different controversial issues among Govt. and the opposition

    parties the Govt. is paying serious attention to matters relating to

    trade and industry. A trade policy is recently announced by the

    Govt. in which steps are taken and strategies are formulized to

    develop investor friendly conditions in the country and the policy

    is in very much favor of investors. The Govt. has taken serious

    measures to help the investors in determining the business

    opportunities. The industry and Trade department is conducting

    seminars and is training the investors to formulate strategies.

    The Govt. is also providing credit facilities to the investors

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    through different banks and financial institutions. In short the

    Govt. is making its level best and is guiding and encouraging new

    investors to promote investment in the country and providing

    best facilities to them.

    WEAKNESSES

    The biggest political weakness that discourages the promotion of

    investment in the country is the absence of a completely

    democratic environment. The investors are not certain about the

    existence of the Govt. and its policies in the long run. As for as

    the history of the country is concerned, the country has not been

    ruled by a completely democratic party for a complete period.

    Although the current political scenario is quite reliable but the

    investors are hesitant to take initiative because of the countrys

    past political achievements. Among other weaknesses are the

    non-elastic and inconsistent tax structure of the country which

    has also an impediment in the way to establish a new company.

    2. ECONOMICAL CONDITIONS

    STRENGTHS

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    Economical factor plays an important role in the successful

    operation of a company. At present the interest rates are low

    which are very much encouraging for the investors. The banks

    are offering credit to investors at very low rates and on very short

    notice. The Govt. has made special arrangements to provide

    credit in a very short time and SBP in the same connection has

    reduced the interest charges and offered various facilities to

    investors.

    WEAKNESSES

    The fluctuating inflation rate and the increasing unemployment

    is the biggest hurdle in the way to new investment. Although the

    Govt. is taking measures to overcome the increasing inflation

    and level unemployment but it is not sure by that, concerning to

    the past continuously changing history of the Govt. The economic

    conditions of the country are not satisfactory at the moment and

    the countrys economy is in depression and recession. The GDP is

    not as attractive as it should be to attract new investment but it

    may rise in the future.

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    3.3. SOCIAL CULTURAL CONDITIONSSOCIAL CULTURAL CONDITIONS

    The Social cultural Conditions have not a substantial impact on

    the product by itself. Social environment has no impact on the

    food items. This is because by using Yogurt social values are not

    damaged. Rather we are expecting good response from the

    customers, as our company is totally a Pakistani company. The

    product as being the national food, launched by a country based

    company is thought to be the warmly welcomed by the society as

    the societys present attitude is developing more towards its

    national products.

    As for as the products religious impact is concerned, it does not

    have an offensive image about a religion. Our target market is

    mostly Muslim dominant so the product is well according to the

    religion.

    Another strength related to the product is that the societys

    attitude is now developing towards diet and people are now more

    conscious towards their health. The product has the quality to

    provide people the necessary vitamins and proteins and has the

    ability to help people maintain their diet.

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    4.4. TECHNOLOGICAL CONDITIONSTECHNOLOGICAL CONDITIONS

    STRENGTHSSTRENGTHS

    The technology is moving with a rapid speed and is offering

    convenient ways which are also cost effective in developing the

    products. The technological environment is offering new ways to

    develop high quality products in a very quick time. New machines

    for standardization, pasteurization, packing products etc. are

    developed which has made the production as well as other

    process very cheep and made it possible to develop more

    products in less time to dominate the whole market. Through

    Technology the products could be maintained fresh and high

    quality that can be stored for long times.

    Another very recent and highly valued technological benefit that

    also helps in striking the minds of consumers is the development

    of internet and E.business through which companies can

    compete and influence the minds of customers by offering them

    information rich products.

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    WEAKNESSESWEAKNESSES

    Although technology is very beneficial for developing the

    products quickly and at a very low price yet it has some

    disadvantages as well.

    Current high technological development is more beneficial for

    established companies but we as a newly launched company

    could not afford to update our equipments as quickly. Although

    we have latest machinery but the technology is changing in days

    and this discourages the infants to struggle. The old companies

    due to their larger market share and economies of large scale

    production could update their machinery accordingly and that

    creates hurdles in the operations of companies working on small

    scale.

    SWOT ANALYSISSWOT ANALYSIS

    SWOT ANALYSIS OF NestlSWOT ANALYSIS OF Nestl

    STRENGTHSSTRENGTHS

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    1.1. FINANCIALFINANCIAL

    During 2002-2003 Nestl showed growth in total profit and sales

    as well, in 2003, Nestl total sales had reached U.S.$29 billion. It

    had become the world's largest food ad beverage company at that

    time.

    Nestl strong sale was due to its giant sales network around the

    world. The company operated 428 factories in 60 countries. Total

    company sales were 46 percent in Europe, 26 percent in North

    America, with a further 12 percent in Asia and 10 percent in Latin

    America and the Caribbean. (Exhibit 1)

    As the financial situation were of fundamental importance to the

    company, Nestl successfully strict-controlled its stock and

    debtors, and centralized cash as much as possible.

    Figure : Total Profit of Nestl from 2002 to 2003

    NESTLE Total Profit

    US$711

    US$995

    US$1,225

    US$1,393

    US$1,475

    0 200 400 600 800 1000 1200 1400 1600

    US Million Dollars

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    Figure: Total Sales of Nestl from 2002-2003

    NESTLE Total Sales

    US$17,159

    US$21,153

    US$23,626

    US$27,803

    US$29,365

    0 5000 10000 15000 20000 25000 30000 35000

    US Million Dollars

    Exhibit 1: Nestl Financial Summary (Millions of Swiss Frances)

    2000 2001 2002Net sales 31,141 38,050 40,600Operating income 3,156 3,671 4,288Net income

    1,487 1,789 2,038Total assets 24,474 25,095 33,169

    2. MARKETINGMARKETING

    A. PRODUCT IMAGEPRODUCT IMAGE

    Nestl had built up a good image in the countries in which it

    entered. Every year, Nestl would spend about Swiss Franc

    80 millions to help the developing countries to improve the

    quality of the products. Meanwhile, they had employed over

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    100 experts to provide training courses to the local people in

    the developing countries. All these activities could help

    Nestl build up a good image in those countries.

    B.B. BRANDINGBRANDING

    Nestl was good at her brand management. Nestl treated

    her brands as well as the brand managers were the most

    important assets. Chief executive Peter Bra beck regarded

    the company's brands as "Creatures with a Soul". Brands

    need to be "nursed rather than managed," he said.

    In addition, Nestl had 20 marketing research companies

    worldwide to study the consumer behaviors in a particular

    country. This builds up a brand that could suit local taste in

    different region.

    3. OPERATIONOPERATION

    A. OPERATION PHILOSOPHYOPERATION PHILOSOPHY

    Nestl original activities are in Switzerland, and account for

    less than 2% of its global turnover. Nestl learned very early

    to respect the social, political and cultural traditions of all

    countries in which the products were produced and sold.

    And she decentralized into "People and Products" oriented

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    company. In other words, Nestl had great respect for the

    cultures and traditions of the countries in which she

    operated. Nestl believed that its activities in any country

    could only be of long-term benefit to the company if they

    were at the same time beneficial for that country. The

    continuous and well-proven success of the Nestl Group was

    based on the merit of its long-term strategy rather than

    aiming at short-term only benefits.

    B.

    MANAGEMENT STRUCTUREMANAGEMENT STRUCTURE

    Nestl had established a good decentralized organization

    system. It was experienced in pushing down responsibility to

    local units, which typically enjoyed a high degree of

    autonomy with regard to decisions involving pricing,

    distribution, marketing, human resources, and so on. In

    each regional office, it had the power to do the best analysis

    and decide the most suitable taste and preference for the

    products, in order to adapt to the country difference.

    HUMAN RESOURCESHUMAN RESOURCES

    In Nestl, the human factor played a prominent basic part in

    company strategy. She devoted to developing and fostering

    managers and training employees so as to raise product

    quality. In 1963, Nestl already set up a large Nestl training

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    center to provide employee with different knowledge and

    technology about making instant products. Besides, Nestl

    achieved good human resources management by making few

    rungs in the management ladder.

    C. RESEARCH & DEVELOPMENTRESEARCH & DEVELOPMENT

    Nestl emphasized the quality of the Yogurt. Before starting

    production in one country, it would send a team of Yogurt

    experts to do the research of the local milk quality. Also, as

    there were about different kinds of Nestl Yogurts, Nestl

    would do the test experiment in that country to ensure their

    tastes was subject to the different preferences of consumer in

    different countries

    WEAKNESSESWEAKNESSES

    DISTRIBUTIONDISTRIBUTION

    In Pakistan, Nestl lacked an established distribution network to

    transport raw materials to factories and the finished goods to the

    wholesalers or retailers. This weakness would increase the

    distribution cost of Yogurts.

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    SOURCING OF RAW MATERIALSOURCING OF RAW MATERIAL

    Milk is the major raw material of Nestle Yogurt. Nestl usually

    procured milk from one farm that produced high quality milk.

    However, reliance on one farm would reduce its bargaining

    power on suppliers.

    OPPORTUNITIESOPPORTUNITIES

    1. HUGE MARKET POTENTIAL1. HUGE MARKET POTENTIAL

    In Pakistani markets still there is a large potential available for

    the manufacturers to introduce the Yogurt because for a time

    being Yogurt producers didnt cater the whole market which

    opens a window for a manufacturer to come in the market as

    Yogurt supplier in tetra packs.

    11. URBAN REGION BLOOMING11. URBAN REGION BLOOMING

    So far Nestle has targeted the main cities like Karachi,

    Islamabad, Lahore & Multan etc but the cities like Hyderabad,

    Mansehra and other developing cities were ignored in the past

    but now they are also very lucrative areas to be dumped by

    consumer products.

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    THREATSTHREATS

    1. CHALLENGE OF SUBSTITUTES1. CHALLENGE OF SUBSTITUTES

    When we talk about tetra pack Yogurt CDL has emerged as a big

    threat for all the Yogurt producers. Similarly at the same time

    Halla has been in the market over the period and is maintaining

    its reasonable share in the market so this is one area where

    Nestle has to ponder over to surpass these close competitors.

    11. LOW PRICING OF OTHER BRANDS11. LOW PRICING OF OTHER BRANDS

    The prices at which the other companies are offering their Yogurt

    are comparatively very low as compared to the Nestle Yogurt that

    affects the market of the Nestle

    Average consumers never go for the Nestle because of the high

    price. So Nestle should have to lesser their price in order to

    capture a large market share.

    PURE HEALTH,S SWOT ANALYSISPURE HEALTH,S SWOT ANALYSIS

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    The SWOT analysis covers strengths, weaknesses, opportunities

    and the threats. Strengths and weaknesses are generally internal

    factors, which we can address by changing our business

    activities. Opportunities and threats are generally external. But

    before setting strategies there should be a process, which should

    be carried on while setting strategies. This process is normally

    known as SWOT analysis.

    S: StrengthsS: Strengths

    W: WeaknessesW: Weaknesses

    O: OpportunitiesO: Opportunities

    T: ThreatsT: Threats

    STRENGTHSSTRENGTHS

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    1 . QUALIFIED AND EXPERIENCED MANAGEMENTQUALIFIED AND EXPERIENCED MANAGEMENT

    We have hired experienced managers who are qualified from the

    worlds renowned business schools and have a great exposure in

    serving leading firms in the industry. All of them have strong

    innovative skills and they are enthusiastic and are focused to

    make their countrys firm as the worlds largest food firm by

    focusing to capture the markets of Jhang and Sargodha in the

    initial stage of their long journey.

    2 . LATEST EQUIPMENTLATEST EQUIPMENT

    To ensure quality and curtailing the cost we have the latest

    machinery and equipments. We have the latest machinery that

    is now in use in most of the international firms.

    33. PERSONAL DAIRY FARM. PERSONAL DAIRY FARM

    We have a well established and well-managed personal dairy

    farm to get the best quality raw material used in the production

    of yogurt at the right time. By having our own dairy farm we do

    not have to rely on any suppliers.

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    44 . MOTIVATED AND INNOVATED EMPLOYEES. MOTIVATED AND INNOVATED EMPLOYEES

    Employees are the most valuable assets for any company and

    they play a key role in its success. Fortunately we have a pool

    of the best and hardworking employees in the market. Our

    Human Resource Department has recruited employees with

    having innovative skills and they are masters in their work

    area.

    55. STRONG FINANCIAL POSITION. STRONG FINANCIAL POSITION

    As compared with most of our competitors we have a sound

    financial position and credibility in the eyes of financial

    institutions. We have a very handsome balance sheet and

    valuable assets.

    6 . PERCEPTION OF BEING THE NATIONAL6 . PERCEPTION OF BEING THE NATIONAL

    As the recent trend of the society is moving towards buying

    the national products so we have a competitive edge on most

    of our competitors as being the nationals.

    WEAKNESSESWEAKNESSES

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    1 . NEW COMPANY---- LESS RECOGNITION AMONGNEW COMPANY---- LESS RECOGNITION AMONG

    CUSTOMERS AS COMPARED TO COMPETITORSCUSTOMERS AS COMPARED TO COMPETITORS

    As our company is new in the industry and there are already well

    established brands in the market we would face a strong

    competition in terms of price, packaging and positioning of our

    brand in the at a desirable place in the minds of the consumers.

    22 . LIMITED KNOWLEDGE OF CUSTOMERS. LIMITED KNOWLEDGE OF CUSTOMERS

    As we are launching our first packaged product in the market so

    we have little idea about the consumers attitudes, behaviors and

    response towards our product. We cannot pre-assume the

    response of the customers.

    33. DISECONOMIES OF SMALL SCALE PRODUCTION. DISECONOMIES OF SMALL SCALE PRODUCTION

    As we are launching the product only for Sargodha and Jhang

    region, our production is at small scale and because of strong

    competition we have to emphasize on intensive advertising

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    campaigns we have to face the diseconomies of small-scale

    production.

    44 . LACK OF OWN DISTRIBUTION CHANNELS. LACK OF OWN DISTRIBUTION CHANNELS

    As we are newly established we do not have our own

    distribution channels to place our product. We have to rely on

    some private firms to make our products available on the

    right place and at the right time throughout the whole market

    (Sargodha/Jhang).

    OPPORTUNITIESOPPORTUNITIES

    1 . PRODUCT LINE EXPANSION1 . PRODUCT LINE EXPANSION

    Our personal dairy farm can provide us an enormous support

    in increasing our product line by offering products like Desi

    Ghee, Butter, Cream and Cheese.

    2 . MARKET EXPANSION2 . MARKET EXPANSION

    We can expand our market in future to the entire country and

    across the country as well.

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    THREATSTHREATS

    1 STRONG AND SOUND COMPETITORS1 STRONG AND SOUND COMPETITORS

    Major threats to our company are of two kinds on dealing in

    packaged yogurt and others selling loose yogurt. The loose yogurt

    centers are large in numbers and are widely spread especially in

    Sargodha region. The multinational firms like Nestle are well

    established and have their desired positioning in the minds of

    consumer.

    2. LESS INCLINATION TOWARDS PACKAGED2. LESS INCLINATION TOWARDS PACKAGED

    PRODUCTSPRODUCTS

    The consumers especially in Sargodha and some areas of Jhang

    are more inclined towards loose yogurt centers because of their

    cultural backgrounds.

    3. CONSUMERS USUALLY DONT APPRECIATE NEW3. CONSUMERS USUALLY DONT APPRECIATE NEW

    PRODUCTSPRODUCTS

    The trend, as we have experienced in this region through survey

    is that majority of the people dont appreciate new companies or

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    new products except for those companies who have high

    credibility in the market.

    CONCLUSION OF MARKETING ENVIROMENTCONCLUSION OF MARKETING ENVIROMENT

    With the help of an intensive study of the entire market in its

    whole perspective it has come to know that the overall

    environment is not much in favor of new firms. Because of semi-

    democratic ruling and the presence of well established

    competitors holding major part of the market it seems very

    difficult for a new firm to make its place in the market and

    position its product easily.

    The political, economical (to some extant) and technological

    environments are more in favor of previously established firms

    and thus making it difficult for the new ones to enter. In reality

    every firm has to spend some time and develop its strategies

    according to the environment. But at the moment the

    environment is not consistent politically, economically as well as

    technologically. The interest rates, inflation rate, Govt.

    strategies, policies, rules governing trade and industry in the

    country are changing very frequently. Also technology is

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    changing rapidly. This has placed impediments for newly and

    less experienced firms to enter and survive in the market.

    However the socio-cultural market is bending in favor of national

    base firms as ours, the attitudes of people is now changing from

    foreign products to national product as the Anti Muslim

    campaigns are growing in progress by the foreign countries thus

    encouraging the local firms to expand their operations.

    MANUFACTURING PLANMANUFACTURING PLAN

    We have a well plan about

    Facility

    Inventory management

    Human resources

    Operational management

    ENTREPRENEURIAL TEAMENTREPRENEURIAL TEAM

    We have hired experienced managers who are qualified fromthe most recognized institutes of Pakistan. They are best in

    their fields. All of them have strong and great skills andabilities to take a business from low to a high peak.

    MARKETING MIXMARKETING MIX

    1. PRODUCT1. PRODUCT

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    PRODUCT NAMEPRODUCT NAME

    Pure Health Yogurt

    The product is named based on its quality level and on the

    companys strategy and its vision to provide high quality

    products to its valued customers not only to increase its market

    share but also to provide fresh and delicious yogurt to its

    customers that will give them strength and protection against the

    adverse effects of diseases and ultimately increase their life.

    PRODUCT STRATEGYPRODUCT STRATEGY

    As we are a newly launched company and we have no pre-existing

    customers, we have to position our product in the minds of the

    customers and consequently in the market with the help of our

    effective and customer oriented strategies.

    Keeping this in mind we have conducted a survey of people

    belonging to different age groups and social classes. In that

    particular survey they were questioned about different aspects of

    the product which has helped us to determine the product sizes,

    packing, colors and other such attributes that customers like the

    most and that our competitors are not offering at present.

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    COMPETITORS STRATEGYCOMPETITORS STRATEGY

    The size of the product is of much importance in the success of

    the product. As for as size of the product is concerned our

    competitors are offering their products in following sizes.

    Nestle

    500gm

    200gm

    CDL

    500gm

    Prime

    500gm

    Halla

    475gm

    Also provide yogurt in loose packs.

    Loose Yogurt centers

    They have no specific sizes, but they provide customers products

    in sizes which they demand. Their product are also not in proper

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    packing and are not developed on the basis of international

    standards.

    THE COMPANYS STRATEGYTHE COMPANYS STRATEGY

    On the basis of product sizes offered by our competitors and on

    the basis of information obtained from survey we have decided to

    introduce our product in the market in the following sizes.

    ------------1 Liter

    ------------500gms

    ------------250gms

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    COLORSCOLORS

    As for as the colors are concerned most of the people have

    showed their interest in bright colors without naming a

    particular color, but majority of people have agreed on

    the following colors to be the part of labeling the product.

    ---------------Blue

    --------------- Red

    ---------------Yellow

    ---------------Green

    PACKINGPACKING

    According to the information gathered through survey the people

    have stressed that the product should be offered in a packing that

    facilitate customers to keep other house hold things and could be

    used for multipurpose.

    By keeping this in mind we have designed the packing of the

    product that serves that purpose of the customers. We have

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    offered the product of 250mg in traditional thin plastic packing

    that is most often used by our competitors.

    The packing of 500 gm and of 1liter product size is as follows.

    The Big Lid opening offers a unique possibility to enter new

    segments. The Tetra Top package with this opening is suitable for

    highly viscous and even gelatinous products. It opens up

    approximately three quarters of the package top, allowing its

    content to be eaten with a spoon.

    BENEFITSBENEFITS

    Plastic top in different colors

    The large opening is convenient for eating with a spoon

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    Applicable for the Tetra Top package family Midi (200,

    250, 330, 375, 400, 500 ml, 1liter).

    Could be used for multipurpose and for storing dry

    things.

    Ability to save the product from the adverse effects of

    light, heat and other environmental factors.

    22 . PRICE. PRICE

    Every marketing activity--------including pricing ----should bedirected towards a goal. Thus one should decide on its pricing

    objectives before determining the price itself.

    PRICING OBJECTIVESPRICING OBJECTIVES

    There are mainly three types of pricing objectives.

    PROFIT ORIENTEDPROFIT ORIENTED

    o To achieve a target return

    o To maximize profit

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    SALES ORIENTEDSALES ORIENTED

    o To increase sales volume

    o To maintain or increase market share

    STATUS QUO-ORIENTEDSTATUS QUO-ORIENTED

    o To stabilize prices

    o To meet competition

    As we are in infancy and have no position in the market we have

    decided to enter in the market by focusing on Sales Oriented

    objectives and determine our strategy accordingly.

    We have examined the prices of our competitors and determine

    our prices as follows.

    PRICING STRATEGYPRICING STRATEGY

    Prices offered by competitors:

    Nestle

    CDL

    Loose Yogurt Centers

    Halla

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    OUR PRICINGOUR PRICING

    STRATEGYSTRATEGY

    Cost Approximation

    The total per unit cost

    that will occur on the

    production of the

    product is estimated as follows.

    Cost of milk Rs.4

    Electricity Rs.2

    Factory over head Rs.6

    Miscellaneous Rs.5

    Total cost approx. [Rs.17]

    NestleProduct

    Size Price500gm Rs.24200gm Rs.13

    CDL500gm Rs.23

    Loose Yogurt

    Centers

    1 Liter Rs.24500gm Rs.12250gm Rs.6

    Halla475gm Rs.25Loose packing

    1Liter Rs.22

    Prime500gm Rs.24

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    As we are new in the market and our objective is not to maximize

    our profit but to capture the market we will introduce our

    product at a discounted price initially. But with the passage of

    time we will place our product on its real price but we have

    decided to penetrate the market with low price.

    In accordance to our strategy we have decided to offer the

    product to customers at a discounted price of Rs.20 for the very

    first month of its issue. After one month we raise its price to

    Rs.23. This price is very much compatible and the offer is

    substantial enough to attract a large percentage of market in a

    very quick time.

    As for as the retailers are concerned they are offered a margin of

    Rs.1 at present. We have decided to give them a maximum

    margin of Rs.2. That will helps us in promoting our product

    broadly and with convenience also.

    33.PLACEMENT.PLACEMENT

    As for as the placement of the product is concerned we have

    decided to place the product in all the major as well as minor

    markets of Sargodha and Jhang. Yogurt is such type of product

    which is purchased frequently and it is required on daily basis.

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    We have decided to acquire the services of the largest and the

    most organized distributors of Sargodha and Jhang in the

    beginning. The Khan Distributors have a great name in the

    market and they are also well established and have their access in

    both cities. We have decided to place our products with their

    services in Sargodha and Jhang by giving them some share in the

    profit as per agreement.

    4.4. PROMOTIONPROMOTION

    Effective promotion paws they way for the products success.

    There are many different ways through we can promote our

    product. Actually Yogurt is among such products that have a very

    wide market and it is almost equally consumed by different age

    group people. Keeping this in mind we have planned a very wide

    promotion strategy that covers almost every part of the society.

    We have also paid serious attention to the span of intensive

    promotion in the initial stages. We have supported our

    promotional strategy with the use of media, printing sources and

    also with the help of some schemes such as lucky draws, hajj

    schemes as well as extra product in the same price. Our

    promotion strategy in detail is as follows.

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    PROMOTION THROUGH MEDIAPROMOTION THROUGH MEDIA

    1. TELEVISION CHANNELS1. TELEVISION CHANNELS

    As a wide range of our market watches TV daily, we have

    decided to promote our product to that part of our target

    market through TV. Since our target market includes people

    belonging to all age as well as social groups so we have decided

    to promote our product through intensive TV marketing. In

    this connection we have made arrangements to play the ads of

    our product during NEWS, Stage Shows, Dramas, Cartoons,

    Morning Transmission and in other such occasions and in

    such program that convey our message to maximum people

    belonging to our target market. We have decided to play our

    ads between 5 to 10 times daily for the very first month

    consecutively.

    2. NEWS PAPERS AND MAGAZINES2. NEWS PAPERS AND MAGAZINES

    NEWS papers and Magazines are also very important sources of

    reaching to our customers who do not watch TV. There are many

    NEWS papers and Magazines in the market which cover the

    whole of Sargodha and Jhang comprehensively. We have chosen

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    the following NEWS papers and Magazines to promote our

    product.

    NEWS papersNEWS papers

    JANG

    NAWA-E-WAQT

    THE NEWS

    DAILY ARZOO

    MAGAZINESMAGAZINES

    AKHBAR-E-JAHAN

    FAMILY MAGAZINE

    We have decided to print our ads on the front pages of all these

    sources in the very first weak and then in the vicinity of most

    attractive parts, columns, and portions of then afterwards.

    PROMOTION THROUGH PAMPHLETSPROMOTION THROUGH PAMPHLETS

    In order to make our promotion more intensive and also to cover

    and convey our message to maximum of our market we have

    decided to promote our product through pamphlets. We have

    decided to print above 40000 pamphlets that are not only

    attractive in their design but also rich in information. These

    pamphlets will be distributed in the public places such as

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    Mosques, Parks, Markets and also by dropping the pamphlets

    door to door.

    PROMOTIN THROUGH BANNERS AND SIGN BOARDSPROMOTIN THROUGH BANNERS AND SIGN BOARDS

    Another very important and wide ranged strategy is to promote

    our product through Banners and Sign Boards. It has been said

    that,

    Picture speaks a thousand wordsPicture speaks a thousand words

    keeping this in mind we have decided to construct and prepare

    highly attractive as well as innovative Banners and Sign Boards

    that will be installed on all the Main Spots, Public Places, Main

    Roads, Railway Stations and on all the sky scrappers of the cities.

    PROMOTION THROUGH CABLE OPERATORSPROMOTION THROUGH CABLE OPERATORS

    Cable is the most popular and fast growing entertainment source

    and is getting popularity by leaps and bounds. We have decided

    to promote our product by playing continuous ads of our product

    on the cable during a program as well as by continuously

    scrolling a bar through out the month.

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    PROMOTION THROUGH SCHEMESPROMOTION THROUGH SCHEMES

    We have decided to promote our product also by introducing

    some consumer as well as retailer oriented schemes. The

    schemes that we have decided to offer are as

    Hajj Schemes based on current scenario

    Lucky draws

    Extra Product With in the Same Price

    Offering gifts of Home Appliances

    BIBLIOGRAPHYBIBLIOGRAPHY

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    WEB REFERENCESWEB REFERENCES

    www.tetrapak.com

    www.google.net.pk

    www.economist.com

    www.nestle.com

    PERSONAL REFERENCESPERSONAL REFERENCES

    Naeem KhanNaeem Khan

    Hassan JavedHassan Javed

    Mian AhmedMian Ahmed

    OTHERSOTHERS

    Residents of Sargodha and Jhang.

    YOUR OPINION:YOUR OPINION:

    http://www.tetrapak.com/http://www.google.net.pk/http://www.economist.com/http://www.nestle.com/http://www.tetrapak.com/http://www.google.net.pk/http://www.economist.com/http://www.nestle.com/
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