Principles of

Principles of
Marketing
Marketing

New Product Devel opent
New Product Devel opent
Submitted To: Sir Ahsan Zubair
Submitted By: Asna Haneef ---------------- 7190
Shumaila Kausar ------------ 7194
Aneela Khalid --------------- 7158
Umair Khaliq ---------------- 7181
Degree Title: MBA
Semester:
nd
Majors: Ban!in" and #inan$e
Dated: %une 15& 011
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Page & of '(
%ompany )ntroduction: %ompany )ntroduction:****************************** ******************************+ +
,ision: ,ision:******************************************************* ******************************************************* - -
Mission: Mission:***************************************************** ***************************************************** - -
#bjectives: #bjectives:************************************************ ************************************************ - -
!ine of Product: !ine of Product:***************************************** *****************************************- -
Speci.c product: Speci.c product:*************************************** ***************************************- -
Target Population: Target Population:************************************** ************************************** / /
S0#T nalysis: S0#T nalysis:***************************************** *****************************************/ /
Strengt1s:*************************************************************************/
0eakness:************************************************************************/
#pportunities:*******************************************************************2
T1reats:****************************************************************************2
+ P3s: + P3s:********************************************************* ********************************************************* ( (
Product:****************************************************************************(
Price:********************************************************************************4
Place:********************************************************************************4
Promotion:**********************************************************************'5
Distribution %1annel: Distribution %1annel:******************************* *******************************'5 '5
Procedure: Procedure:*********************************************** *********************************************** '' ''
)ngredients:********************************************************************''
Nutrition:************************************************************************'6
Departments: Departments:****************************************** ******************************************'6 '6
7uman 8esource 978::****************************************************'6
8 ; D department:**********************************************************'&
Marketing Tools:**************************************************************'&
Marketing Tec1ni<ues:****************************************************'&
$inancial nalysis:***********************************************************'+
$uture Projections: $uture Projections:*********************************** *********************************** '- '-
%onclusion: %onclusion:********************************************** ********************************************** '/ '/
Page + of '(
%ompany )ntroduction:
%ompany )ntroduction:
%ompany Name :
Refresh
!ogo:
Slogan:
Beyond your expectation
%ompany pro.le:
#wners:
7190. Asna Haneef
7194. Shumaia !ausar
71"#. Aneea !haid
71#1. $mair !hai%
Place of %ompany:
Refresh &ompany is currenty situated in
'aisaa(ad (ut ser)ices of this company are
aso pro)ided in*
1. !arachi.
+. ,esha-ar.
.. /sama(ad.
4. 0utan.
Date of starting:
1
st
1anuary +011
,ision:
,ision:
=To be t1e best supplier of taste and creative
solutions* #ur own products designed to meet and
e>ceed t1e satisfaction level of all class customer
e>pectations*?
Mission:
Mission:
=8efres1 %ompany will be t1e foremost consumer3s
product company in Pakistan* #ur commitment is to
continually care for needs of our customers@
consumers@ employees@ suppliers@ s1are1olders ; t1e
community in w1ic1 we live*?
#bjectives:
#bjectives:
=)n general t1e objective is always pro.t@ e>cept in
special cases w1ere presence or awareness may
supersede pro.t* 7owever our main aim is pro.t and
to satisfy all class customer t1roug1 our products and
make t1em our loyal customer and try to increase
loyalty of customers*?
!ine of Product:
!ine of Product:
Mint bar
Strawberry
pple candy
Speci.c product:
Speci.c product:
#ur speci.c product is mint bar wit1 t1e innovation
of mint Aavor*
Target Population:
Target Population:
#ur company Target Population is to target
youngsters@ and company focuses more on t1e taste
of youngsters and designs suc1 products w1ic1
makes refres1@ t1e youngster customers*
S0#T nalysis:
S0#T nalysis:
Strengths:
T1e taste of our product is best in cities*
Packaging system is very attractive and
standardiBed*
Price is low as compare to market*
Cuality is one of t1e best in market*
T1e working environment of our company is best*
Weakness:
#ur product is currently on local level*
!ack of brand awareness*
!ow working capital*
Opportunities:
%1ances are t1ere to move to new market*
Best competitor strategy*
%1ances are t1ere to move at international level*
No direct competition9Mint bar:
Threats:
New competitor in t1e market*
)nstability of Pakistani political system*
More ; more people becoming 1ealt1 conscious*
+ P3s:
+ P3s:
Product:
#ur product is made of Mint bar and is t1e best
refres1ment ice cream in Pakistan*
/n2redients*
Skimmed milk@ sugar@ butter@ cream@ dried egg yolk@
emulsi.er 9"+2':@ stabiliBers 9carob gum@ carrageen
an:@ natural Aavoring@ color 9beta carotene:@
minimum 6&D Mint li<uid*
3utrition*
'55 ml '55g
pEportion

9+-g F /5ml:
Price:
T1e price set for mint bar is 8s* '-EG because all class
of people can buy it easily*
"nergy H kcalI 62( &25 '/2
"nergy HkgI ''+( '-&5 /(4
Protein HgI 6*4 &*4 '*(
%arbo1ydrates HgI 65 62 '6
#f w1ic1 sugars HgI '( 6+ ''
$at HgI 65 62 '6
#f w1ic1 saturates HgI '2 66 4*4
$iber HgI 5*- 5*/ 5*&
Sodium HmgI 2- '55 +-
,ro4ts*
5ross ,ro4t 0ar2in on 1 0int Bar*
Sales price: 8s* '-EG
%ost of manufacturing eac1 bar: 8s* '5EG
Discount given to distributors: 8s* 'EG
'55 J 9'-G'':E'- K +-D
3et ,ro4t 0ar2in on 1 0int Bar*
T1is would include pro.t after ta>es@ 8s* &EG on eac1
bar*
Net incomeEnet sales revenue
9'-G''G&:E65 J '55 K &5D
Place:
Presently@ Mint bar is available in many cities* ll t1e
vendors 1ave t1is product so t1at all class customers
can purc1ase t1is ice cream easily at c1eap rates*
0e 1ave launc1ed our product in diLerent cities of
Pakistan including:
$aisalabad*
Marac1i
Pes1awar
)slamabad
Murree
!a1ore
Multan and
Sargod1a*
Promotion:
T1e promotional mi> consists of a blend of
advertising@ sale promotion@ public relations@ personal
selling ; direct marketing tools* 0e are doing
advertisement of our product in t1e form of bill
boards@ television or in magaBines etc*
Personal Selling and Television ds are introduced
to aware t1e Target market of our new product*
Besides t1is@ we are advertising over internet on
diLerent websites like $acebook@ Msn@ and
Twitter*
Distribution
Distribution
%1annel:
%1annel:


8efres1 1as its factory situated in $aisalabad* T1en
t1roug1 t1e factory all t1e iceGcream cartons are
transported to t1e distribution centre* T1en air
conditioned ="utectic vans? at t1e temperature of N
+5
o
% transports t1e froBen deserts to retailers w1o
sell t1em furt1er to t1e .nal consumers* 01en t1e
deserts are sold t1en t1e retailers order for more*
'actory
6istri(ution center
Retaiers78ri9es
&ustomers
Procedure:
Procedure:
$ollowing t1e procedure of mint bar t1roug1 t1is
procedure we made t1is product*
Ingredients:
Skimmed milk@ sugar@ butter@ cream@ dried egg yolk@
emulsi.er 9"+2':@ stabiliBers 9carob gum@
carrageenan:@ natural Aavoring@ color 9beta
carotene:@ minimum 6&D Mint li<uid*
Nutrition:
'55 ml '55g
pEportion

9+-g F /5ml:

Departments:
Departments:
Human Resource ( HR ):
Some "mployees are Permanent and some work
on daily basis
2- "mployees are permanent
/5 "mployees work on daily basis
Total "mployees are '&-
ll t1e "mployees are 1ardworking and diligent*
R & department:
#ur company will be competitive ; innovative* 0e
will create innovation by introducing new Aavors*
8esearc1 and development department will make
eLective strategies for promotion of our product*
"nergy H kcalI 62( &25 '/2
"nergy HkgI ''+( '-&5 /(4
Protein HgI 6*4 &*4 '*(
%arbo1ydrates HgI 65 62 '6
#f w1ic1 sugars HgI '( 6+ ''
$at HgI 65 62 '6
#f w1ic1 saturates HgI '2 66 4*4
$iber HgI 5*- 5*/ 5*&
Sodium HmgI 2- '55 +-
!arketing Tools:
8efres1 company is using marketing tools for t1e
promotion of products t1roug1 bill boards@
advertisement on T,@ magaBines etc*
!arketing Techni"ues:
T1e marketing tec1ni<ue used by 8efres1 %ompany
is given
$ree samples are given to customers for tasting*
6+ 7ours Television dds on diLerent c1annels
after every '- minutes*
%artoonic ,isual nimations are used to attract
young age groups*
%1aracter ctors of Bollywood and Pakistani ctors
are 1ired for t1e dds to promote dvertisement of
t1e Product*
0ar9etin2 0essa2es*
#ur Product is Oni<ue in taste and design*
)t 1as an everlasting taste*
)t 1as a <uite large life and doesn3t e>pire earlier*
)t is too cold and 1as mind refres1ing taste*
)t 1as an economic low price and it is aLordable*
Pou will feel fres1@ rela> and free of 1eavy
tensions after utiliBing our product*
#inancial $nal%sis:
T1ere are a number of separate performance .gures
and key ratios w1ic1 need to be tracked:
Net pro.t margin
Qross pro.t margin
8eturn on investment
T1e above performance analyses concentrate on t1e
<uantitative measures w1ic1 are directly related to
s1ortGterm performance* But t1ere are a number of
indirect measures@ essentially tracking customer
attitudes@ w1ic1 can also indicate t1e organiBationRs
performance in terms of its longerGterm marketing
strengt1s and may accordingly be even more
important indicators* Some useful measures are:
Market researc1 G including customer panels
9w1ic1 are used to track c1anges over time:
%ustomer complaints G 1ow many customers
complain about t1e products or services@ or t1e
organiBation itself@ and about w1atS
$uture Projections:
$uture Projections:
0e want to be t1e top selling product company
by providing best of t1e best to our customers at
a very reasonable price*
0e will work to increase our employees of 7uman
8esource Department
0e will increase our .nance and investments in
eac1 .scal year
0e will c1oose t1e best market for our product
and s1ift to t1e new market to increase our sales
and to acknowledge our products to our
customers
Besides our Mint )cecream we will work to launc1
our new products and introduce in t1e market
%onclusion:
%onclusion:
T1e product@ as per now@ we feel@ is more or less
perfect* )t is in t1e growt1 stage and t1us more
emp1asis 1as to be placed on promoting t1e product
and increasing brand awareness and brand recall
rat1er t1an trying to modify a product t1at is already
doing <uite well as per e>pectations@ objectives and
targets set by t1e company* !ongGterm suggestions
are suc1 t1at we feel 8efres1 %ompany s1ould look
into more Aavors as are available abroad* long wit1
t1at@ now t1at people are becoming 1ealt1 conscious@
a diet product@ would surely bring interest into t1e
1ealt1 conscious*