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Final Report Syed Hassan Nasim

Final Report Syed Hassan Nasim

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Published by: haroon1234567 on Jan 06, 2010
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11/05/2010

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EXECUTIVE SUMMARY
Aim of this project is to introduce a local brand of international quality,which would initiate the brands quality into Pakistan with its utmostquality. Our foremost aim was to thoroughly analyze the ambiance of the market through detailed surveys, both from the consumers and theretailers. We plan to sink into the consumer’s perception of how he/sheviews the goods he/she consumes. We will achieve this with the help of consumer surveys.With the analysis of the market we will be able to judge the threatswhich we are going to face, as well as our weaknesses. Theopportunities and strengths would also become clear to us, and thus wewould be able to capitalize on them according to the present conditionsof the targeted market.Next step is to strategically come into the market with our competitorsbeing present for quite a few years. The price we would allocate wouldbe within the range of the current market prices. We plan to keep themlower than the really expensive ones and higher than the relativelycheaper ones. Apart from this, we would add more implications to theconsumer’s perception of our product.We plan to launch our product in summers, when the climate is hottestand the demand for ice-cream is at its peak. We would provide freezersto the retailers (all of which will be Class A Stores) 2-3 days before thelaunch. Our designated managers will ensure that free tasting samplesare offered to the consumers on the first day of our launch at variousdesignated places.All forms of media would be used for promotional activities. Our aim isto advertise our product with the help of banners at different outlets,putting up an ad in the Sunday times (the day our brand would enter themarket), placing television ads on World Call channels and on radio-FM89 and FM91.
 
SITUATION ANALYSIS
The target market taken into consideration for the launch of our newbrand includes consumers falling between the age category of 6-40years as the focus would be on takeaway packs not point of saleconsumption ice cream which includes ice lollies, bars e.t.c. Thetarget market focuses on the cream of our society that purchases icecream from A class outlets. The questionnaire made is addressed tohousewives as they are the ones who mostly purchase 1 litre packsof ice cream, keeping in mind the younger ones of the family as theymostly affect the buying behavior of housewives.
After conducting the situation analysis of the market segment that isbeing targeted, we conclude that different household members havedifferent influences on the purchase pattern. As the survey resultsshowed, many of the housewives buy ice cream on insistence of their kids, others may be influenced by the attractive packaging. Inaddition to this, the target market is influenced by the commercialand social sources of information, which include communication withthe retailers, manufacturers, advertisers and sales people. Friendsand family are the major source influencing the purchase behavior of ice cream as the results revealed.The four bases for segmenting the consumer market are as follows:
1.
Geographic:
The main area of concern includes class A storessituated in the city of Lahore. The current population comprisesapproximately of 7.5 million people. The climate is mostly warm withlong and hot summers and is ideal for a product like ice cream. Theposh areas comprise of Cantonment, Gulberg, Model Town andDefence. 
2.
 
Demographic:
The age bracket targeted is consumers fallingbetween the age category of 6-40 years. The main focus of socialclass is on the upper and upper-middle class. We plan to cater allkinds of people whether it be children, teenager or their parents.
3.
Psychographic:
This segment consists mainly of people who fallinto two categories.
Firstly
, the ones who purchase expensivebrands of ice cream just to represent their social status among their 
 
particular class.
Secondly
, the ones who are regular consumers of expensive brands of ice cream. 
4.
Behavioral:
This segment comprises of people whose primary focusis on an international brand of high quality standards.
Factors affecting consumer purchasing:
Advertisements (Television, newspaper, magazines, billboardsetc.)
Family
Friends
Public relationTo summarize the effects on consumer purchasing process, these are thefour main factors that affect the buying behavior of the buyer.
Firstly
, oneof the most common and effective way to influence the purchaser of aparticular product is through advertisements. These may includeadvertising on television, radio, billboards, newspapers, magazines etc....Each type is effective in its own way but since our main focus is segment‘A’, hence we will concentrate more on television and magazines.Advertising on television is a good idea as the upper class spends a lot of time watching television as well as reading ‘INs’ and ‘OUTs’ in the leadingmagazines.
Another 
, important factor is the influence of family and friends(peer pressure), as it plays a major role in the decision making process of the purchaser.
Public relations
also play a key role as it persuades theconsumer to go for that particular product as the product might bepresented in a way that makes the consumers believe that the product isan essential part of their life style.

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