a project on market plan

1. RIPHAH INTERNATIONAL
UNIVERSITY
Project of Marketing Plan for New
Product
Presented to
PROF. ARIF VASEER
Presented by:
MISBAHULLAH 16328
MUHAMMAD WAQAS 16418
AWAIS SHAH 16288
M RAMEEZ 17233
1

2.  Company name:
FRESH VITA JUICE (PVT). Ltd
 Company logo:
 Product name:
FRESH VITA JUICE
 Product logo:
2

3. Contents of Marketing Plan
Part: 1 Executive Summery
Part: 2 Purposes and Mission
Part: 3 Situational Analyses:
• Product Market Analysis
• Distribution Analysis
• Competitor Analysis
• Financial Analysis
• Other Analysis
Part: 4 Strategy and objective:
• Marketing strategy
• Marketing objectives
Part: 5 Technical programmed:
• Market
• Product
• Promotion
• Distribution
• Pricing
• Other
Part:6 Budget performance analysis implementation:
• Budget and analysis
• Implementation
Part: 7 Additional considerations:
3

4. Executive Summary
The report explain the marketing plan for launching a fresh juice named Fresh Vita This
product has been made by the Fresh Vita (PVT) Limited Company is improved from
the ministry of health. In the beginning of the report we have explained the mission and
vision of the Fresh Vita (PVT) Limited Company. And then we have future carried
out our. It will be introduce in the market with the help of various promotional display
advertisements and distribution of free samples to the general public and financial
institution.
This report examine that this product is initially launching in Rawalpindi’s domestic market.
The study included both primary and secondary research. The primary study focused on a
survey of the competitors and the liking and disliking of the people. Through this strategy
company can penetrate more into the market and can attract the bulk customers
For the purpose we have contracted SWOT analysis of the company to see company’s
strength, weakness opportunities and threats. Then we have explained the purpose benefits
and objectives of the product.
Then we have made a marketing mix strategy for our product. We have divided market into
different segment and decided to target customers of all ages.
We have also paid special attention to packaging color and price of the product. We have
decided to place the product in all the markets of Punjab specially canteen of college and
universities
We will promote our product through various means of advertisement. We shall also conduct
market survey in near future to know the opinion of the public about our product and
developed our product accordingly.
4

5. The Fresh Vita (Pvt) Company
 Vision:
“Be the global leader in customer value”
 Mission:
“To set world class standard in juice industry through providing a diverse range
of high quality products that are prepared in according with Islamic principals
serving to satisfy customers taste and need and serve the society”
The Fresh Vita in Rawalpindi
The Fresh Vita will commence its operation in Rawalpindi from Feb 2016. The factory
facility has been founded on 05 canal area of land in the industrial area of korang town
Rawalpindi. The factory is expected to match the demand of our product. We have
ensure the installation of modern sophisticated and efficient equipment confirming to the
very latest standard of “Good Manufacturing Practices”
Introduction to “Fresh Vita”
People started too perished under the scorching the heat of summer in our country they
need of energy drink to refresh themselves Fresh Vita is a fresh juice product. It provide
energy and keep fresh when feel weak and tired after doing lot of work in whole day.
5

6. It contains vitamin and proteins which is useful energy sources. Vitamins gives
freshness and proteins are the energy cells that are recharge the human body so they
work at their maximum.
The students employee and workers all field of humans become tired due to the work
burden and sunlight which make them feel lose. They need an energy drink that make
them energize so they may be able to perform better again and feel fresh.
 Slogan:
“Refreshing World”
 Ingredients are:
• Mango apple pine apple banana grapes mix
• Artificial colors
• Stabilizers
• Ascorbic acid
• Beta carotene
• Sugar
 Objectives:
• To increase market shares
• To increase the length of product line
• To increase profit
• To satisfy customer
• To face the strong competition
Current Market Situations
“Fresh Vita” is fresh juice product that is going introduce in Rawalpindi domestic
market. We are focusing to all levels of generation. The price of Fresh Vita is moderate
because it is for all.
6

7.  Market segmentations:
The consumer of “Fresh Vita” consists of the followings:
 Geographic:
• A zone (Satellite town Rawalpindi)
• B zone (Koh i Noor Mills Naseerabad ,Rawalpindi Cantt )
• C zone (Air Port Road ,Chaklala Rawalpindi)
• D zone (Raja Bazaar Area, Rawalpindi)
• E zone (Dhamyal Road, Rawalpindi)
 Demographic:
• Kids
• Elders
• Patients
• Etc.
 Our competitors:
The Fresh Vita is currently facing very competitive environment. Because already in
market following competitors are:
• Shezan
• Nestle
• Benz
 Product review:
The Fresh Vita is available in 200ml size and in different flavors
• Banana
• Mango
• Grapes
• Mix
• Orange
7

8. • Pineapple
COMPETITIVE REVIEW
 Fresh Vita Competitors:
The competitors of Fresh Vita are more than ten. Shezan and nestle are leading market
right now and other companies are also have a great image in market. Shezan and
nestle have loyal customer in all over the Pakistan because both are capturing the
market for so many years in market. Our aim to compete our all competitors in short
period of time.
Our main competitors are and
 Competitor’s Qualities:
• Good distributions channel
• So many flavors
• Standard and attractive packing
• Large production and market coverage
• Availability in various weights packing
 Price:
Minimum price of juice is Rs. 20/- (250 ML)
 Place:
Shezan has a large market share in Pakistan
8

9.  Promotion:
They promote this product through
a. Electric media
b. Print media
c. FM radio
d. Wall chalking
 Price:
Minimum price of juice is Rs. 30/- (200 ML)
 Product:
Nestle beverages is product by nestle international
 Qualities of nestle:
a. large promotion and market coverage
b. large range of flavors
c. high availability
 Place :
Nestle has a large market share in Pakistan
 Strategy:
 Creating share value global forum
 Good pricing
 Better quality
 By offering different flavors
 Intensive distribution
9

10.  Attractive packaging
SWOT Analysis of Fresh Vita
 Strength
 Weakness
 Opportunity
 Threats
Strengths:
• Updated technology plant
• Quality product
• Specialist available for specialize task jobs
• Hire experience staff
• Pakistani made
• Targeted to low and middle class people
• Reasonable price
• Expiry date above six months
Weakness:
• New in juice industry
• Small distribution network
• Strong competitors
• No market share
• Limited experience of customers
Opportunities:
• Increase the distribution network
• Acquiring the new technology
• Market is very big and attractive
• Take over the distributor
• Increase demand of high quality of product due to Rawalpindi
being a develop city and density in population
Threats:
10

11. • Political instability
• New entrance of exiting competitors
• So many competitors
• Retaining consumers
• Economic instability
• Increase of general sales tax
• Development of plant
Marketing Strategy and Objectives
The marketing strategy is based on positioning of product in the mind of consumers.
 Providing high quality juice to the customers.
 We will distribute our product on mass level so that we can
maximize the profitability.
1. Positioning strategies:
We want to put our image an on in the consumers mind as compare to
competitor’s product. We want to target the high school’ collage and graduate
students and government sector that have to work hard and need to “Refresh”
them an instant,
2. Segmentation:
We made the market segmentation on following basses
• Geographic
• Demographic
• Psychographic
• Behavioral
 Geographic segmentation:
• Region
• City
• Rural and semi urban areas
 Demographic segmentation:
11

12. • Age
• Family size
• Gender
• Income
• Occupation
• Education
 Psychographic segmentation:
• Socioeconomic classification (SEC)
• Life style
• Personality
 Behavioral segmentation:
• Occasions
• Benefits
• User status
• Usage rate
• Loyalty status
• Readiness stage
• Attitude towards the product
3. Targeting:
We will target the following customers
 Kids
 Youngsters
 Mature
 Old age persons
Marketing Mix
 Product
 Price
 Promotion
12

13.  Place
1. Product strategy:
• Develop the long term relationship with customers
• Give values to the customers to delighting them
• Do whatever it task not satisfy the customers but retain our
customers
In order to accomplish this objective, the company has established
sales, marketing and support teams.
 Product variety :
Our product would be available in following flavors
• Orange
• Grapes
• Pine Apple
• Mango
• Banana
• Mix fruit
• Apple
Brand Name
The name of our product is “Fresh Vita”
 Design:
Fresh Vita is the sweet, fresh juice with an eye catching tetra pack
13

14.  Features:
Here are some features of our product
• Fresh original fruit juice
• Provide proteins and minerals
• Provide vitamins
• Beneficial for kidney
• Excellent in taste
• Gives freshness
• Tetra pack protection packing
 Quality:
High quality assurance would be our first priority-high performance would be:
• Implementing high quality standards
• Total quality management
• Acquisition of high quality raw mat
 Packaging:
Product units are packed in 6-layered Tetra Brick Aseptic.
 Size:
Our product is available in 250 ml and 1 Ltr pack
2. Pricing Plan:
Our price includes custom services and other expenses. Passage through its life cycle
changes its price strategy. To attain large market share prices should be at moderate
level to seek attraction of large number of consumer
 Pricing in Pakistan Rupees:
Production Cost Rs 13/-
Miscellaneous Rs 2/-
14

15. Retailer margin Rs 2/-
Profit Rs3/-
Total price Rs20/-
According to our above pricing plan we have decided to offer the product to customers at
Rs.20.The price is very much competitive and offer is feasible enough to catch a large
percentage of market shares.
 PRICE AND QUALITY GRID:
This grid shows what pricing strategy a firm is perusing;
PRICE
LOW
HIGH
PRESENTATION PRODUCT
DEVELOPMENT
MARKET
DEVELOPMENT
DIVERSIFICATION
LOW HIGH
QUALITY:
According to the above grid we are offering high quality with low rate.
3. Communication plan:
Promotion:
Actually promotion is the first step when we are launching a product. But we make its
strategy in last because we want our good image in the mind of our customers.
 Criteria for promotion:
Our main objective to provide:
• Awareness
15

16. • Knowledge
• Liking
• Preference
• purchasing
 Core sources of promotion:
• Electronic media
• Print media
• cable network
• billboards
• hoardings
Electronic Media
CHENNEL TIME DURATION TOTAL
GEO Prime time & Post prime time 15 Sec 50,000
PTV Sports Prime time & Early day 15 Sec 30,000
Hum TV Early day & Prime time 15 Sec 35,000
TOTAL 1,15,000
Print Media
NEWS
PAPER
PAGR COLOR
OR
BLACK &
WHITE
SIZE DAILY
BASIS
WEEKLY
BASIS
CHARGES
16

17. JANG FRONT COLORED STANDARD
SIZE
DAILY 15000
EXPRESS MID COLORED STANDARD
SIZE
DAILY 8000
AKHBAR-
E-JAHAN
BACK COLORED FULL WEEKLY 12000
TOTAL 35000
Bill Boards
LOCATION SIZE DURATION TOTAL COST
Sadder 20’’60 1 MONTH 60,000
Air Port Road 20’’60 1 MONTH 70,000
Naseerabad 20’’60 1 MONTH 30,000
TOTAL 1,60,000
E-Electronics
 Add sharing in social media
• www.facebook.com/freshvita
• www.twitter.com/freshvita
17

18.  Benefits:
Following are the additional benefits which are offering to the customers to give them
values:
• Give five rappers and get one juice pack
• Purchase ten pack & get one free juice
• If you purchase one crate of juice then you would able to participate in lucky draw
for following:
 Place:
Distribution reviews:
To assure the availability of its product * Fresh Vita * juice has established affective
dealer network.
The main target of these juices is Rawalpindi.
Manufacturer
DISTRIBUTOR
RETAILER
CONSUMER
18

19. The end consumer would then purchase “fresh “from the retailer. The distributors are the
most reliable distributor in the region
BUDGETING
S.
No
Description Amount
1 Cost of land( Rental) 2,00,000
2 Plant and Machinery 7,00,000
3 Raw material 3,00,000
4 Stationary 15,000
5 Office expenses 1,00,000
6 Furniture 1,00,000
7 Staff salaries 2,50,000
8 Freight inward/outward charges 55,000
9 Repair & maintenance 95,000
10 Research & development 1,15,000
11 Marketing & media expenses 3,10,000
TOTAL 22,40,000
19

20.  Control:
This is the main and last element of the marketing planning by using this we can check
the standard of our product for the purpose of correcting any error if occurs
There are three main functions are performed under this element of planning:
• Measuring
• Comparing
• Correcting
Measuring:
We can check marketing condition through meaning in which different type of task may
be performed like
• Surveys
 Survey for the future:
In order to learn weather people would like to buy our product, we have decided to
conduct a market survey in future so that we can assure that people like our product or
not.
 Comparing:
In 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:
Fresh Vita’s chief marketing officer, hold overall responsibility for all the company’s
marketing activities so. There are other subordinates with him to help the sales
campaigns, trade and consumer sales promotion, and public relation efforts.
20

21. Reference:
SPECILY THANKS:
KHALID KHAN FROM MARKETING DEPARTMENT
EMAIL: LOVE.REAL312@YAHOO.COM
SAAD AHMAD (MARKETING MANAGER)
EMAIL: R.RSPAB312@GMAIL.COM
Please give us feedback and guide us with your comments
We will appreciate your participation
Misbah Ullah 03129232531
Muhammad Waqas 03415913952
Muhammad Awais Shah 03000882054
Muhammad Rameez 03315958732
 E-mail Address:
awaisshah9@yahoo.com
 Website:
www.freshvita.com (in progress)
Thank You.
21