Marketing Plan for New Product Launch

realiseg surpassframe SUPERIOR UNIVERSITY LAHORE Project Name merchandise Plan for new harvest-time launch Presented To Sir Kashif* *Mahmood Group Name The St bothionz croak Name & Id Imran Shoukat MBP Members Name & Id Muhammad Arslan Dilawar MBP Abuzer Shabbir MBP Hassan Raza Muhammad Kashif Munir Company N*ame* The Glimmers limited. Company Logo d bare-assedframe merchandise Name authoriseframe * * * *Contents of merchandise Plan bring erupt 1 Executive Summary Part 2 Purpose and Mission Part 3 Situational digest harvesting, commercialise place Analysis Distribution Analysis Competitor Analysis Financial Analysis divers(prenominal) Analysis Part 4 Strategy and Objectives schoolbooklist-item schoolbooklist-item Part 5 Tactical Programs textlist-item textlist-item textlist-item textlist-item textlist-item textlist-item Part 6 Budgets, Performance Analysis, execution of instrument Budgeting and Analysis Implementation Part 7 Additional Conside proportionalityns Executive Summary This cover up explains the merchandising proposal for debut a fresh Juice named Refresh. This ingathering has been do by the Glimmers Limited. And it is approved from the Ministry of health. In the in truth beginning of the report we gestate explained the mission and vision of the Glimmers and then we sop up further carried out our.It lead be introduced in the market place with the help of various progressal displays, advertisement and distribution of free samples to the general cosmos and financial institution. This report examines that this harvesting is initially launching in Lahores domestic market. The strike included both primary and secondary research. The primary study concentrate on a survey of the rivals and the likings and disliking of people. Through this dodge alliance arouse penetrate more into the market and can attract the bulk of customers.For this function we have conducted SWOT analysis of the company to see the companys strengt hs, weaknesses, opportunities and threats. Then we have explained the purposes, benefits and accusatorys of our carrefour. Then we have thrust a selling mix strategy for our product. We have divided market into incompatible segments and contumacious to butt the kids, youngster mature and old age person. We have in like manner paid special attention to the packaging, color and expense of the product. We have firm to place the product in all the markets of Punjab especially in the canteens of colleges and universities.We impart evoke our product with electronic media, print media, cable, and outdoor sources. We shall too conducted a market survey in succeeding(a) to know the effect of public about our product and developed our product accordingly. Introduction to the Glimmers Limited Companys Vision program line Be the global drawing card in customer value. Companys Mission Statement To set world class standards in the Juice exertion with providing a diverse range o f gamy flavor Juice products that ar prep ared in accordance with Islamic principles striving to satisfy consumers tastes and ineluctably and serving the Society The Glimmers Business in LahoreThe Glimmers leave alone commence its operation in Lahore from October 2010. The factory facility has been fixed on a 20 canal area of land in the Industrial area, Ferozepur bridle-path Lahore. The factory is expected to match the demand of our products. We have ensured the installation of modern, advanced(a) and efficient equipment, conforming to the very latest standards of Goods Manufacturing Practices. Introduction to Refresh peck started too perished below the scorching heat of summer in our country. They motive an energy drink to refresh themselves. Refresh is a fresh juice product.It set asides energy and keeps people fresh when they are felt weak or tired from doing a lot of work. It contains vitamins and proteins which is a useful energy source. Vitamins apply freshnes s and proteins are the energy cells that recharge the human body so that they work at their maximum. The students, employees and workers become tired due to the work magnetic core and sunlight which make them smell out loose. They need an energy drink that makes them re-energize so they may be able to perform better a gain ground and feel refresh. * Slogan* The taste u desire Ingredients are textlist-item ObjectivesTo accession 25% market share textlist-item textlist-item textlist-item textlist-item Current Market Situation Refresh is a fresh juice product that is going to introduce in the Lahore domestic market. We are nidus to all take aims of generation. The kids, youths, mature and olds and overall families The prices of the refresh are moderate, because it is for everyone in the society. Market Demographics The customer of the Refresh consists of following Geographics The refresh geographic target area is currently Lahore. We are supplying our product to all area of the L ahore.We have further divided the areas of Lahore into 4 districts. A zone includes Gulberg, M. M Alam passage, Defence B zone includes upper Mall, Wahdat road, model township C zone includes lower mall, bothama Iqbal Town, Sabzazar Scheme D zone includes Multan road , Sakeem mor, Allama Iqbal town drawframe b. Demographics There is an almost equal ratio between male and female and also kids. We are focusing Kids Youngsters mount honest-to-god age persons Our Competitors The Refresh is currently facing a very competitive environment. Because the competitors of the Refresh are- Shezan Country Nestle Sunfresh BenzProduct examine The Refresh is visible(prenominal) in 250ml size and available in different Flavors like mango Apple Pineapple Orange Mix- increase Competitive inspection Refresh Competitors The competitors of Refresh juice are more than 10. NESTLE & SHEZAN is lede market right now and opposite companies are far out from it. NESTLE & SHEZAN has loyal customers ove r the years because it is very old company and customers are aware of its merits & demerits. The companys first purpose is to vie NESTLE and other juices which have wide-ranging market share. The main competitors are drawframe & drawframe drawframeProduct Shezan juice is a product by Shezan International Ltd. Qualities of Shezan High handiness Large range of flavors Standardized and attractive packing Large promotion and market coverage Available in Various weights packing. Price stripped-down price of juice is 12 R. s correct Shezan has a large market share in Pakistan. Sales procession They promote this product by means of Electronic media Print Media FM Radio stations groyne Chalking drawframe drawframe Product Nestle beverages is a product by Nestle International. Qualities of Nestle Large promotion and market coverage Large range of flavorsHigh availability Price negligible price of juice is 20 R. s Promotion They promote this product through a. Electronic media b. Pri nt Media c. FM Radio stations sharpen Nestle has a large market share in Pakistan. All calculations based on non-rounded figures Strategy Creating shared value global gathering Good price Better Quality By offering different flavors Intensive distribution Attractive packing SWOT Analysis of Glimmers drawframe Strengths Up get windd applied science plant Quality product Specialists available for specialised jobs and tasks Hire experienced staff Medical insurance of employeesPakistani made Targeted to low and middle class people. Reasonable price Expiry date above 6 months Weakness New in juice industry Small distribution network Strong competitor No market share Limited experience of customers Opportunities Increase the distribution network. Acquiring the newer technology & techniques. Market is very big & attractive. Take-over of the electrical distributor Increased demand of high up choice products due to Lahore being a developed city. Threats Political unbalance New entrance from the exiting competitors So many competitors Retaining consumers Economic instability.Increases of general gross gross revenue tax Development of plant Marketing Strategy and Objectives The market strategy is based on positioning of the product in the mind of consumers. Providing high quality Juice to the customers. We leave distribute our product on locoweed level so that we can maximize the profitability. Positioning Strategies We want to congeal an image of our product in the consumers mind as compare to competitors product. We want to target the high school, college and graduate students and government sectors that have to work hard and need to Refresh them in an instant. *2. * Segmentation * We made the market segmentation on the following basis Density fester Gender Income Family size Family life cycle Occupation Education accessible classes Life style 3. Targeting We will target the following customers Kids Youngsters Mature Old age persons Marketing Mix Product P rice Promotion Place Product Strategy Develop the long-term relationship with the customers fall apart determine to the customers to delighting them Do whatever it takes not to satisfy the customers but retain our customers In order to accomplish this objective, the company has established sales, merchandising and support teams.Product variety Our product would be available in the following flavors- Mango Apple Orange Grapes Mix-fruit Brand name The name which we have elect for our product is *Refresh* drawframe Quality High quality assurance would be our first priority. This would be ensured by Implementing high quality standards Total quality management Acquisition of the high quality raw materials Design Refresh is a sweet, refreshing Juice with an eye spying Tetra hedral pack. *Features* Here are of the some features of our product Fresh original fruit juiceProvides proteins and minerals Provides vitamins Beneficial for kidneys Excellent in taste Gives freshness Tetra rabble protection packing Packaging Product units are packed in 6-layered Tetra Pack Brick Aseptic. Sizes Our product is available in 250 ml pack. Pricing Strategies Our pricing strategies for the product are for total cost, which include custom services and other expenses. Pricing strategy usually change as the product passes through its life cycle. The price should be set at moderate level in order to attract a large number of buyers and to gain large market share.Amounts are in Pak Rupees. The total per unit price for 250ml packs that we will offer as follows The cost of fruits Rs. 3 Electricity Rs. 2 Factory Overhead Rs. 3 Miscellaneous Rs. 2 Retailer margin Rs. 2 Profit Rs. 3 Total Price Rs. 15 In accordance to our strategy we have decided to offer the product to customers at the price of Rs. 15. The price is very much compatible and the offer is unassailable enough to attract a large percentage of market in a very quick time. Price and Quality Grid This power grid shows what pricin g strategy a firm is perusing- drawrect drawcustom-shapeAccording to this grid we are offering high quality at low price. So we are following penetration strategy. Communication Strategies Promotion Actually the promotion is a first step when we are launching a new product, but we make its strategies in last. We want to make a good image in the mind of customers, so that they will buy only our products. Criteria for Promotion In promotion our main objective is to provide Awareness Knowledge Liking Preference Purchasing main(prenominal) Sources of Promotion Electronic Media Print Media Cabel network Billboards Hoardings Electronic Media Print MediaBillboards Hoardings Cabel earnings Benefits Following are the additional benefits which are offered to the customers to give them Value Give 5 rappers and get one free juice pack obtain ten juice packs and get one pack free. If you purchase a small crate of juice then you will able to participate in lucky draw and you can win following prizes Samsung FM Guru DVD system Rs. 5000 Place Distributors Review To assure the availability of its product Refresh juice has established effective network of registered dealers. The main target of these juices is Lahore. drawg The end consumer would then purchase Refresh from the retailer. The distributor are the most reliable distributors in the region. They enjoy a unflawed reputation combined with business relations with numerous retailers even in the rural areas of Lahore and near sides. This has ensured that Refresh will be made available all over Lahore. Budgeting Controls This is the main and last element of the merchandise readying by using this we can smash our product standard by comparing It with our standards if there is any conundrum arrive in marketing plan the it must be corrected.Three main functions are performed under this element of planning that is Measuring comparison Correcting Measuring We can check our marketing condition through measuring in which different types of tasks may be performed like Surveys Survey *for* *The* Future In order to take away weather people would like to buy or use our product, we have decided to conduct a market survey in future so that we can assure that people likes our product or not. ComparingIn controlling process we compare our product with our standards Correcting If any problem occurs then correcting process will take place in which we found that from where the problem will arises. Marketing Organization Refreshs oral sex marketing officer, holds overall responsibility for all of the companys marketing activities. There are other subordinates with him to help the sales weightlifts, trade and consumer sales promotions, and public relations efforts. Action Programs The REFRESH will be introduced in May.Following are summaries of the action programs we will use during this summer academic term to achieve our stated objectives. May We will initiate 80,00,000 rupees trade sales promotion campaig n to educate dealers and generate excitement for the product launch, and provide sample crates to our selected product reviewers, opinion leaders and celebrities as part of our public relation strategy. June We will start an integrated print/displays/television campaign. The campaign will show how many features the REFRESH have for users to reenergize them.July As the juice advertisement continues, we will add consumer sales promotion by including them to our messages. We will also support or retailer to increase our sales. August _ _We plan to roll out a new advertisement having new views of customers through survey who have used our drink which will help to promote our juice. Story Board References Philip Kotler* * * * (Principle Of Marketing) Journal of Marketing Journal of Advertisement Websites www. mickinsey. com www. wikipedia. com *www. Nestle. Com* www. Angrofoods. com www. shezan. com www. marketing. com