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b-Active Lassi

b-active Lassi Pvt. Ltd Sahiwal Pakistan

Marketing Management
Submited to:

Sir Mohsin Banday Mohammad Bilal Asghar Umair Niaz Anis- ur - Rehman Mohammad Qasim
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Group Members:

Contents

Introduction: Mission Statement Vision Statement Objectives And Goals: Current Market Situation: Market Research About Lassi

Designing The Business Portfolio: SWOT Analysis: Product Life Cycle Strategy Formation Implementation Plan

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Introduction of Company
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b- Active beverages (Pvt.) Ltd is a private beverages company Founded in 2011and headquartered in Sahiwal, Pakistan. b-Active's products are Traditional mild salted lassi and Sweet lassi.
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Vision and Mission

Vision Our Vision is to provide best healthy drink prepared from pure milk to our customers. We aim to produce Lassi full of energy and finest quality. Mission Our mission is to be the Pakistans premier consumer product company focused on Quality beverages. We aim to produce, sell and distribute the finest quality Lassi (yogurt-based drink.) with a continued commitment to incorporating natural ingredients and promoting business practices that respect the Environment. 55

GOALS AND OBJECTIVES

To refresh the NATION... To inspire moments of optimism and happiness.. We will not compromise on the quality We will ensure accessibility Achieve marketing excellence in working to sell our product. To offer healthy energy resources for all types of customers. Overall Objective: Our general objective is to ensure health safety of our customers by providing them quality beverages in hygienic packaging. 66

Current Market Situation:

Not a single national or multinational company in Pakistan provides Lassi as drink in packaging. Hotels and Dhabas on order basis. b-Active Lassi is only the company providing Lassi as drink in Packaging Hot summer. Ramdan Many flavors can be offered in Lassi such as :

Meethi (sweet) Lassi, Namkeen(salted) Lassi, Mango Lassi Banana Lassi Meethi Lassi(sweet) Namkeen Lassi (salted)

B-Active Lassi Provide Lassi in two flavors

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Market Research About Lassi

Gilani Research Foundation survey carried out by Gallup Pakistan.
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Do you or other people in your household drink Lassi? 79% Pakistani drink Lassi 21% Pakistan do not drink Lassi. Do you or anyone else in your household drink Lassi which is prepared at home or buy it from market? 91% of the respondents drink home made Lassi 8% buy it from the market 1% gave no response Do you want unpacked or packed Lassi? 64% want packed Lassi 22% want unpacked Lassi. 14% gave no response. 88

Designing The Business Portfolio

Current Business Portfolio: Two flavors i.e.

Namkeen(salted) Lassi. Meethi Lassi (sweet)

Future Business Portfolio:

Banaa Lassi (Combination of Lassi with banana pulp) Mango Lassi (Combination of Lassi with mango pulp)

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SWOT ANALYSIS
Strengths:

b-Active Lassi is the only company in Pakistan launching Lassi as drink in packaging launching Lassi in summer so less chance of failure b-Active Lassi is made of pure Milk with no compromise on quality. Price is more affordable than other beverages. b-Active Lassi is perceived as a healthy drink. Contains vitamins A, D and K essential for bone health. BB-12 friendly bacteria have higher survival rate in stomach, better digestion and absorption of nutrient Potassium and magnesium which are good for health and energy production.
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SWOT ANALYSIS
Weaknesses:

New product introduction for society. Efficient distribution network is not readily available. Increasing health awareness Difficulties in entering new product category. customers. among b-Active Lassi has limited variety of flavors.competition in our product No b-Active Lassi has not a specific target market. such category. line in

Opportunities:

Threats:

Huge untapped market in this product category. New product in the market. Beverages of other companies have a very strong hold in market. Other beverages have almost same price as ours.
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Product life cycle

b-Active Lassi

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Marketing Mix

Lassi (Pure Yogurt Drink)

Product

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Product
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Flavors\Variety:

Meethi (sweet) Lassi Namkeen (salted) Lassi. Prepared with the pure hygienic milk Pure germ-free area to ensure the high quality
BB-12 friendly bacteria higher survival rate in stomach, better digestion and absorption of nutrient

Quality:

Features:

Brand Name:
b-Active Lassi
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PRODUCT
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Tag Line:
Lassi Jaisi Koi Nahi

Ingredients:

Pure Milk. Hygienically processed Yogurt. Salt. Sugar. 250ml pack, 500ml bottle. 1000ml pack,
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Size:

Marketing Mix

Price

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PRICE
Consumer Demande

Driven by tastes and income; Availability of others similar products; The higher the price, the higher the value. Customer unwilling to pay premium price

The product lifecycle

The newer the product the higher the price High profit margin Recover development costs quickly Gives a certain status to the product Competitors attracted by high profit margin;

Potential substitutes

Unique for now; Easy to copy

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PRICE
These prices are based on assumption
Category F. cost V.cost Transp. cost Mkt. Exp. Trade margin Company profit Retail price GST (Rs.) Consumer price

250ml

1.50

7.50

0.25

2.41

1.75

5.50

Rs.18.91

1.09

Rs.20

500ml

15.67

.50

2.15

7.5

Rs.30.82

4.18

Rs.35

1000ml

29.2

1.90

5.37

5.75

13.4

Rs.59.62

10.38

Rs.70

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Marketing Mix

Place

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PLACE
Channel of Distribution: Traditional Distribution Channel: Company Distributor Wholesaler Coverage of Market: b-Active Lassi is new in the market No competitors. Place product in the big cities Dont have any specific target market Focus every sect of our society

Retailer

Consumer

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PLACE
Location:

Supermarkets Convenience stores Independent food stores Discount stores Multiple grocers

Inventory:

Warehouses in each big city

Contract with a reliable transportation company.
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Transportation:

Marketing Mix

Promotion

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Promotion
Two main objectives of promotion.

To initiate strong awareness about b-active lassi To win market shares

Advertising The message: b-active Lassi is a healthy drink for everyone who simply enjoy taking care of their body and life. It is a drink for the out-of-theordinary individuals who want to cool and nourish their body in hot summer.

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Enjoy The Traditional Drink In New Style Be Bold, Be Traditional, Be

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Promotion
Target Market: Focusing every sect of society Solution: Use a great variety of targeted promotional tools. Media selection: Television Radio Internet Outdoors Public relations

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Media Tools
Television:

communicates with sight, sound and motion, only media that can reach 60% of the homes in Pakistan, we have the budget to cover the high costs, select channels for teenagers and young adults

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Media Tools

Radio already segmented medium, over 40 radio stations in Pakistan, average student is a surprisingly heavy radio listener

City FM 89
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Media Tools
Internet: Official promotional website: www.bactivebeverage.com visual audio and video message, Banners on selected websites such as face book, yahoo, cricinfo. etc Outdoors: low cost and flexible alternative, campuses, bus, tourist areas, malls, etc.
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Media Tools Newspaper advertisements

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Trade Promotional Tools

Allowances and discounts:

Case allowance, encourage retailers to buy more of the product to get a certain amount for free Encourage retailers to buy our product and to maintain high level of advertisement Pulse scheduling, emphasized before and during summer
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Cooperative advertising:

Advertising:

Implementation Plan
Pre-launch preparation:

Focus on organising resources to implement the b-Active Lassi Go / No-Go stage: should we continue product implementation ? May1st b-Active Lassi is freshly on the shelves . Advertising campaign through promotion schedule. Assess feedback from sales revenue, and customers. Maintain positive dynamic by training managers & staff, and by upgrading the web site. 3131

Launch:

Post-launch (monitor and control):

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