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PRODUCT LAUNCH
MARKETING PLAN

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EXECUTIVE SUMMARY
The product, Goodness Juices, is a new and an innovative product that is to be
launched in Karachi on a consumer level. The product is based on the
goodness of red / orange carrots which encompasses all the natural ingredients
of the carrot itself.
The concept behind the product is that in an under-developed juices market
like that of Karachi, the Goodness juices can create a new concept of juices as
a drink that can cater to the people having numerous deficiency of vitamins
and people who in general want to avoid such deficiency. The product is
enriched with Vitamin A, E, B-complex, other nutrients and anti-oxidants.
People who have a deficiency on anyone of the above aspects are sure to use
our product and will be satisfied because of the taste, quality and the quantity
being offered at the given price.
The specific market of the product is the group of people who are in uppermiddle and upper income group, have a lifestyle of health consciousness and
need to improve their mineral and vitamin deficiency. The specific group of
people who are expected to use the product are surgical recoveries, athletes,
people who have or want to avoid cancer, low fertility, weak eyesight and
dermatological problems; women who are in or have been in labor, people
who are looking for a refreshing juice with all the major vitamin contents and
for those mothers and house wives who want to protect their families from
diseases. Hence the scope of the target market is very wide and is expected to
reach the focus market by and large.
The product is a fairly new concept in the market as far as commercial
production of the carrot juice is concerned. The product is made out of the
following ingredients:
Carrot pulp
Aqua
Vitamin A and E
Preservatives
The product has been identified to carry the following attributes:
Vitamin A & E
Carrot fibers to increase the blood production
A delicious nourishing beverage for all members of the family at all
times and it should be an important part of the diet in cases of illness

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The major benefits that will encompass the Goodness Carrot are as follows:
Vitamin A diagnoses the deficiency of blindness, kidney and growth of
bone and teeth.
Vitamin A is soluble in fat but not in water hence it reacts in blood and
does not dissolve in body fluids.
Vitamin E complex plays an important part in building vital health and
prevention against the growth of Cancer tissue.
The extract of carrot provides you the daily requirements and ads to the
surplus accumulated to meet any emergency.
It not only protects you from illness but also to provide you with day to
day food requirements to make you healthy with perfect diet for your
body.
Because the product is at its initial stage, the product will require a sufficient
amount of advertisement and also be priced accordingly. At this level, the
product is not priced too high but the increase in the cost of production is
expected because of the increase in the prices of raw material .i.e. carrots.
The product will be promoted first through hospitals to create awareness
among the target market esp. in-patients and out-patients. The product will
then be advertised through out Karachi from TVCs, newspapers .esp. Dawn
and Billboards. This way we will target the consumers from two sides, the
back side that is through hospitals and from the front through direct
advertisement and promotion.
As with the promotion, the distribution of the product is divided into 2 phases.
Phase 1 will be initiated with the launching of the product to hospitals esp.
private hospitals. This way the product will win the confidence of the medical
staff and thus goodwill will be established. In the Phase 2, the product will be
launched in the retail market so that the awareness already created by the
medical institutions will be an adding factor to the sales of the product. Here
the company will embark on the advertisements and promotion using TVCs,
print advertisements in newspapers esp. Dawn and through billboards. The
company is planning to use Shahid Afridi, an international grand slam cricket
player and top seed of Pakistan, as the promoter for the product. The company
also plans to use Jehangir Khan, the squash champion from Pakistan, at later
stages of promotion.
The Goodness Carrot will be priced at Rs.20/- per 250 ml in a Tetra Pack
while the family pack of 1 liter will be priced at Rs.60/-. This price structure is

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competitive as the Nestle Juices offer their product at Rs.25/- per 200ml and
Rs.80 per liter.
The firm is expected to take a market share of 60% to 70% during its first 6
months of launch. The first 3 months will be used to conduct Phase 1 while
Phase 2 will be implemented after that.
Seeing the future, it is without a doubt that the product will be successful in
achieving its objectives. The company also plans to introduce juices like
Coconut, grapefruit, tomatoes and other innovative products.

Patient I am sick".
Physicians responses:
3500 years ago - "Here eat this root"
2500 year ago - "That root is heathen - say this prayer"
150 years ago - "That is superstition - drink this potion"
50 years ago - "That potion is snake oil - take this pill"
15 years ago - "That pill is no good, take this antibiotic"
Today - "that is not natures way - here drink this root"
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TABLE OF CONTENTS
Introduction

Situation Analysis
Environmental Scanning
Industry Scanning
Goodness
Economic Analysis
SWOT Analysis

7
7
8
8
9

Marketing Plan
Objectives
Market Segmentation
Target Market
Marketing Mix

11
11
12
13

Implementation of Marketing Plan

18

Summary

19

Sales Forecast

20

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INTRODUCTION
We are designing a product for health conscious people. Our brand name is
Goodness and the product name is Goodness Carrot juice. This is product
concept is totally a new one in the local market. This product does not concern
with the existing Product. The juice has the extracts and fibers of carrot because
it contains many advantages for human body.
A large number of people- in all walks of life-suffering from various ailments
have found that the inclusion of carrot juice in their diet has greatly improved
their health. Countless others have found it to be a valuable "protective" agent
in the building and maintenance of health in both children and adults, while its
delicious flavor makes it popular with all members of the family as a beverage
-plain or combined with other juices. Carrot juice is one of the richest sources
of vitamin A that can be used in the daily diet. It also ranks high as a source of
the other vitamins, especially those of the B complex. Its mineral content is
equally rich.
As vitamin A can overcome the deficiency of blindness, kidney and growth of
bone and teeth, it can also be useful to expected mothers as they can use it in
their regular diet during pregnancy. Vitamin A is soluble in fat but not in water.
Consequently, surplus vitamin A is not lost in the body fluids, such as urine,
perspiration, etc., but is stored for future use.
The Food and Nutrition Committee of the National Research Council has
established a scale for the minimum daily requirement of vitamin A as follows:
Who
Children under 1 year
Children 1 to 12 years
Adolescent girls & boys
Adults - men and women

Minimum Int. Units

1500
2000 to 3500
4500 to 5000
5000

\
The above scale is based upon the minimum required to prevent deficiency
diseases and does not provide the necessary surplus required for full health.

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It is impossible to determine, with any degree of scientific accuracy, what the

daily requirement is for any individual under varying physical conditions, and
how much of the vitamin A intake the body is able to absorb at any given time
due to metabolic conditions or other factors.
The liver is capable of storing large quantities of vitamin A over a period of
years to be called upon when needed. In order to keep this surplus at an
adequate point, an ample daily intake should be provided. For example, an 8ounce glass of fresh carrot juice will provide an average of 50,000 or more units
of vitamin A. In this form the daily requirements adds to the surplus
accumulated to meet any emergency.
Another vitamin contained in carrot juice is vitamin E. This vitamin appears in
three forms, known chemically as alpha-, beta-, and gamma-tocopherol, and
commonly known as the vitamin E complex. It is safe to assume that--as with
all of the other vitamins--vitamin E complex plays an important part in building
vital health and prevention against the growth of Cancer tissue. It is a wise
precaution, therefore, to include plenty of carrot juices in the daily diet.
Because of its rich vitamin and mineral content--and other valuable nutrients-the daily diet should be fortified with the protective and healthful benefits of
carrot juice. It can be taken alone, or combined with other fruit juices. It is a
delicious nourishing beverage for all members of the family at all times and it
should be an important part of the diet in cases of illness
These are the above things, which are explaining us that our product will be
successful. The cost, which we are charging, is exactly of estimate of our sales.
The main purpose of this product is that we targeting the upper-middle to upper
class people so to make the product a hit in the focused market.

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SITUATION ANALYSIS
ENVIRONMENT SCANNING:
The product offered by the firm will be moderately priced so that it

meets the expenses of upper-middle to upper class group of people.

Because the people are getting more conscious and aware of specialized
products catering their health needs, the product is expected to be a hit
in its target market.
As the country is an agricultural state, the local carrots will be easily
available for the production and preservation of juice, all year round.

INDUSTRY SCANNING:
The market for juices in general and carrot juice in particular is not a

very well developed one. People in Pakistan normally tend to prefer

soft-drinks over juices. However with the increasing awareness of
benefits of this liquid form of diet, health conscious people might be
attracted to this new and innovative product in the Pakistani market. The
product is a totally new concept in the market and is expected to achieve
its
desired
results
within
the
given
time
frame.

EXISTING COMPETITORS:
o The following are the existing major although not direct
competitors of the firm in the local Pakistani market, as none of
them have started to produce carrot juices.
NESTLE JUICES:
Nestle Juices (priced at Rs.25/- per 200 ml and
Rs.80/- per Liter) are expensive compared to the
other juices in the category, but the fact that puts
them on top of successful brands is the goodwill that
the word Nestle has attached with itself.
A trusted brand name.
Good financial track record.
An excellent supply/distribution network throughout
the country
Marketing innovations.

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SHEZAN ALL PURE JUICES :

Shezan All Pure (priced at Rs.20/- per 250 ml) is
perhaps the most frequently purchased juice in the
local market catering to more than 60% of juices that
the industry consumes.
More sales in lower-middle to middle class income
group.
Excellent rural and urban supply / distribution
network.
Preferred by hospitals and other health related
organizations.

GOODNESS:
The firm Goodness is a new entrant in the market and likes to

introduce its first product in the category of health juices. The firm uses
carrots as its main ingredient and hopes to create the awareness about
the health benefits that carrot has in the form of vitamin A, E and B
complex.
The company wishes to launch its product first through Karachi then as

the increase in demand, the firm will penetrate its product in Islamabad
and Lahore.
Goodness will launch active advertisement campaign throughout

Karachi to create Brand Awareness among its target market. The firm
also plans to get in touch with the medical institutions to achieve
awareness throughout its focus market.

ECONOMIC ANALYSIS:
Measured by purchasing power, Pakistan has a 30 million strong middle

class enjoying per capita incomes of $8000-$10,000, according to the

State Bank of Pakistan, Performance Review 2010 to 11.
Pakistan has a growing upper class with relatively high per capita

incomes. The trend is evident that more people will look for specialized
products in their health care as their income level increases.
Goodness therefore, in anticipation of this trend, targets the upper-

middle to upper class income people so that the sales might be

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increasing at an increasing rate as more and more people become aware

of this Miracle Juice and its benefits.

SWOT ANALYSIS:
In order to see the probable chances of success or failure in the market, the
SWOT analysis of the product has been done which identifies the major
external and internal prospects of the product being worked for:
POTENTIAL INTERNAL STRENGTHS:
Because the idea is a product new to the market, the investors are
willing to invest in the idea of a juice that is beneficial and has a
great potential to grow in the local market.
POTENTIAL INTERNAL WEAKNESS:
As the concept of a product like this one is relatively unknown to
the consumers in Pakistan, the firm will have to work very hard in
order to communicate the value to the people esp. the masses of
the target market. If the value and the brand image are not
communicated to the target market appropriately, it might be a
major weakness and a potential threat to the existence of the firm.
The distribution network of the firm is still relatively low
compared to its competitors so the firm might have a tough time
in getting the sales to pick up in the first 2 months of the product
launch. This will be overcome by using hospitals, sports clubs
and other institutions relating to physical health as the main
source of creating awareness about Goodness and its multiple
benefits.
POTENTIAL EXTERNAL OPPORTUNITIES:
As the juice is supposed to be full of vitamins and other healthy
fibers, the juice is expected to be popular among its target market
(viz. surgical recoveries, athletes, diet conscious people and
women during / after pregnancy).
Because more and more people are getting aware of the benefits
of natural ingredients and the already good-will established by the
name Carrot, which are recommended by doctors to optical
patients and cancer preventives, the popularity among health

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professions is also seen as an opportunity to grow in the local

Pakistani market.

POTENTIAL EXTERNAL THREATS:

Threats are expected from the competitors like Nestle and
Shezan. Because the good-will and brand image of Nestle is
already made in the mind of the masses of Pakistan, the company
will have to work aggressively to counter this major threat that it
will face in its launch.
Nestle might also consider introducing the same product under its
own brand name which can hinder the market development and
penetration of the product that our firm is making. Hence the firm
has to work extra strategies in order to convert this threat into its
strength.

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MARKETING PLAN
MARKETING OBJECTIVES:
The firm will market Goodness through out the Karachi city to achieve the
following objectives:
Create awareness of carrot juices
Influence the buying process of the consumers by targeting their health
needs
Create a brand image and brand recognition of our own.
Develop a market that is uncultivated and to reap the maximum benefits
out of it.
To achieve a market share of 60% - 70% during its first 6 months of
launch
Build confidence with the hospitals and other medical organizations so
as to work with them in the future to develop innovative products.
Try to deliver to the target market the health juices that they require and
are also beneficial for their physical health.

MARKETING SEGMENTATION:
We have segmented the market on the basis of the following characteristics:
GEOGRAPHY:
The geographical region that we have chosen is Karachi. As the land is
close to the sea, the eating habits include seafood (a major component in
cancer prevention) in the diet of majority of upper middle to upper
income group.
GENDER:
The product is actually targeted for both the males and the females
although the female will be esp. using the product during or after they
have gone through labor.
INCOME LEVEL:
The target markets of the Goodness Carrot are the people who are in the
upper-middle to the upper income level group. Although the product is
in the range of middle-income people too, it is the upper income level of
people that the firm expects to achieve its maximum profits from.

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PERSONALITY ISSUES:
The people who are expected to use this product are from a moderate
social background that are conscious about their health needs and are
sophisticated to understand the benefits of the Goodness Carrots.
AGE:
No specific age structure is defined as the product is of equal benefit to
people of all age groups. Although people of older age will be benefited
highly by using this product as it has got a huge amount of vitamins and
nutrients to decrease rate of old age affect.

TARGET MARKET:
Having segmented the market into the appropriate consumer characteristics,
we have narrowed it down to define our target market:

Surgical Recoveries
Athletes
People with / avoiding weak eye sight
People with / avoiding cancer diseases.
People with / avoiding low fertility problems
People with / avoiding dermatological problems
Mothers for their children and family
Women under / after labor.
People looking for a refreshing drink with all the essential vitamins.
People with old age nearing by.

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MARKETING MIX
PRODUCT:
INGREDIENTS
Vitamin A & E
Carrot pulp
Aqua
Preservatives
ATTRIBUTES
Vitamin A & E
Extracts Of Carrots
Our product is a delicious nourishing beverage for all members
of the family at all times and it should be an important part of the
diet in cases of illness
BENEFITS
Vitamin A diagnoses the deficiency of blindness, kidney and
growth of bone and teeth.
Vitamin A is not soluble in body fluids hence it doesnt loose its
effects while being digested.
Vitamin E complex plays an important part in building vital
health and prevention against the growth of Cancer tissue.
The extract of carrot provides you the daily requirements and ads
to the surplus accumulated to meet any emergency.
It not only protects you from illness but also to provide you with
day-to-day food requirements to make you healthy with perfect
diet for your body.
PRODUCT LIFE CYCLE:
Goodness Carrots is currently in the introduction stage in the
product life cycle but we will promote it to growth stage through the
private hospital at the start by making or adding it in their patients
daily diet. Because our product is for upper middle class, the private
hospitals is perfect place for its introduction and after its successful
introduction we will test it for 6 months on the private hospitals
platform and then after having its demand through patients we will
introduce it in the market by making adequate promotions through

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print and electronic media and also through billboards and signboards.
We will also arrange programs and seminars and advertise our product
through sports personalities & athletes.
COMPETITIVE EDGE:
As the product is full of vitamins and other healthy fibers of carrot,
the product is a unique one in this market and has the potential to
supplement other juices from the diet of the target market. It has the
potential to grow among their competitors who are not providing the
level of liquid diet for the target market and vegetable extracts for the
health conscious people.

PROMOTION:
The basic and main promotion would be conduct through Hospital in start and
after with the three moths of product success it would be promoted through the
print and electronic media and would be available throughout Karachi for
health conscious people. It will also be advertised in the leading newspapers
and magazines as the health related people are keen to read newspapers and
magazines it will also advertise as it say through electronic media and with the
help of sports personalities and athletes. The following are the approximates of
print and electronic media advertisement for the product:
1. Print Advertisement (for promotion in hospitals)

10,000 hand pamphlets with full of colors will cost of Rs.25,000/2. TV Commercial for Pakistan Television
Prime time TVC for 15 second will cost Rs.65000/ Khwateen time 9 - 10 morning 15 second TVC will cost Rs.45, 000/3. The Sign Boards
Large size of 20 X 10 at Shahrah-E-Faisal
Rs.350, 000/- for a year
Rs.70, 000/- to 80,000/- on monthly basis.
Large size of 45 X 15 at Shahrah-E-Faisal
Rs.450, 000/- to 600,000/- for a year
Rs.120, 000/- to 140,000/- on monthly basis.
Large size of 60 X 80 at Shahrah-E-Faisal
Rs.5000, 000/- for a year

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Rs.350, 000/- on monthly basis.

4. Add in the magazine

Half page will cost approx. Rs.20, 000/-.

Full page will cost approx. Rs.40, 000/-.

PRICING:
The price that we will set on the product is Rs.25/- per 250ml pack and Rs.60/per liter. This price is ideal to introduce in the market as other products. Nestle
is charging Rs.25/- per 200 ml while the liter pack is for Rs.80/-.
Hence the pricing strategy that we are using is in accordance to the quality of
the product as well as the quantity. As the product is premium priced, it has a
sense of quality to it.

DISTRIBUTION:
The Goodness will be initially launched for the markets of Karachi. It will be
distributed directly from the company to the relevant hospitals, health clubs
and other medical institutions that cater the physical health needs of the
people.
As the main hospitals in Karachi are privately operated, we will be very
careful to market the product to these institutions and to win there support.
Moreover, the distribution channel will be direct for the initial launch of the
product so as to build confidence of the buyers in the Goodness Juices. Once
the product sees an increase in the demand, we will allocate especial sales unit
which will be responsible for the sales and distribution network of the product
and will be receiving constant feedback from the end users, through hospitals
regarding the improvement in the product.
To win the confidence of the medical institutions and health clubs, we will
offer them an initially lower price then the one which is to be retailed later in
the local consumer market.
We would also invite them to a seminar on the benefits and concerns of carrot
juices and similar natures Goodness that is needed in a market like Pakistan
where almost half the population suffers from malnutrition due to some

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reasons. The distribution will be done with constant consideration of the

hospitals that are operative in Karachi.
Because the hospitals and health clubs are the main promotional stage of the
product in its infant age, optimum level of consideration will be given to their
needs and the distribution channel will be worked out with the institutions.
Keeping all this in mind, the company will pursue direct channel i.e. Firm to
Hospital, channel so that it can maintain direct feedback from the consumers
and the retailers, in this case the hospitals.
The list of main distributed institutions is:

Aga Khan University Hospital, Karachi

Orthopedic and medical institution, Karachi

Medicare Hospital, Karachi

South City Hospital, Karachi

Ziauddin University Hospital, Karachi

Liaquat National Hospital, Karachi

Mid East Medicare Centre, Karachi

Fatima Jinnah Dental College Hospital

Shaukat Khanum Memorial Cancer Hospital & Research Centre

Pakistan Navy, Shifa, Karachi

After the success of introducing the product in the above institutions, the
product will be launched in the retail market through our own sales team and it
will be monitors by the Trade Marketing Department of the firm. Hence the
distribution is divided into 2 phases.
PHASE 1:
Phase 1 focuses on the distribution of the product to the health institutions
directly so as to create awareness among the target market. The product will be
available to these institutions at the cost of Rs.18/- per 250 ml. The family
pack of 1 liter will not be introduced at this stage of the product.

Hospitals

Goodness

Health

Patients

institutions
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Consumer Feedback

PHASE 2:
The 2nd Phase will be implemented after Phase 1 is successful. Here the
product will be made available through out the region of Karachi on retail and
wholesale stores. Here the consumer price will be Rs.20/- per 250 ml. and the
family pack for 1 liter will be introduced at a price of Rs.60 per liter pack.

Goodness
Goodness

Hospitals

Wholesale Store

Retail Store

Consumer

Consumer Feedback
SELECTION OF TRANSPORTATION MODE
For transportation of juices to the hospitals the company will use its own vans
and other vehicles. For further distribution to retailer the distributor of each
area uses its own vehicles. For the carrot collection the company has their
own tankers, which are made of special material to maintain the quality of
juice.

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IMPLEMENTATION OF MARKETING PLAN

After all the Marketing Plan and Situation Analysis of Goodness,
implementation is of core importance. As we have divided the promotion plan
in two phases, the first phase however works out with the help of Research
Team which will conduct its survey in the private hospitals first where our
product will work under the testing of Doctors and Dietitian. They will
introduce it through their private hospitals platform as it has the benefit of
getting trust by doctors, which will take it to the trust of patients.
As we have described it as a complete nutrition drink, it will easily capture the
focus of doctors and patients. Researchers will work with the private hospitals
doctors Production Manager, Sales Team, Sales Manager and also with Quality
and Control Manager which have the important role in the product
introduction stage as to capture the attention of the doctors and patients and to
have good words of mouth. We will also check with the help of sales team of
our demand and sale of product and will compare it with our actual target.
After the introduction stage which is the first phase of our product launching
we will test our product for at least 6 months to have the public opinion about
the product and that period of 6 months our Researchers and Quality Control
Managers will conduct surveys in hospitals, Doctors opinion and public
demand of our product. After successful completion of the introductory stage
we will bring this highly unique and nutrition product into the retail and
wholesale store as to capture the local market. In this phase we will also
introduce after a period of 3 months or so our family packs of Goodness to
protect and give the complete diet to the whole family. In the promotion
section we have already said this thing that the promotion of the product will
be conduct through moderate advertising in the magazines, billboards,
signboards and also through electronic media by promoting our brand through
famous sports personalities and athletes in the country.
The future of Goodness is very secure as it is has the concept of providing the
carrot nutrition for whole of the family in a very reasonable price and also the
trust of hospitals, doctors and also of the patients. We will keep an eye on
continuous basis on research plan and also to bring more nutrition in the
Goodness to secure the whole of the family without getting worried about the
new health problems. We will also check the demand and sale of the product
on regular basis to know the success or failure of the product.
After getting a successful start in the Karachi city we will expand our product
popularity to Lahore and Islamabad; and from there on to other major cities of
the county.

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SUMMARY
Goodness Juice, after the entire Marketing plan to introduce this innovative
product in the local market of Karachi where there is a great scope for the
product to have a perfect introduction, growth stages of product life-cycle.
This product has the entire formula for the investors to invest in this unique
idea of introducing a juice with the extracts of Carrot pulp, Vitamin A and E
and will be beneficial for those who have any medical problem or who want to
avoid any these type of problem. As it is the product is recommended by the
doctors and dietitian because the product is enriched with Vitamin A, E, Bcomplex and other nutrients and anti-oxidants. People who have a deficiency
on anyone of the above aspects are sure to use our product and will be satisfied
because of the taste, quality and the quantity being offered at the given price.
As it is described in the promotion plan that the product will be launch through
2 phases, will get the attention of general public of Karachi easily as our
introduction will be conducted through famous private hospitals of Karachi.
The idea of introduce this product in an intense competitive market where it
has to face the competition from Nestle and Shezan, it will get the trust and
goodwill of the doctors and researchers and will easily get the confidence of
the target market easily. After the introduction stage which is the first stage the
Goodness is planned to acquire market share of 60 to 70% during its first 6
months of launch then it will be made available through out the retail and
wholesale store of Karachi and with it adequate promotion will be conducted
through print and electronic media. The firm is also plan to promote the
product through famous sports personalities and athletes.
As, it is said above that our product had to face intense competition from two
main products in the local market segment of Health Juice that is Nestle and
Shezan, the factor that puts Goodness above the competitors is the natural
extracts of vegetables in it with high amount of nutrients in it. With high
quality and fairly priced as compared to the competitor, it will give the idea to
the target market of the product.
The distribution strategy is planned as having a good start in the Karachi will
increase our demand which will be checked periodically and also the Quality
and Research work will push to start working on the other two sector of
Islamabad and Lahore and also to come up with the new flavors and extracts
of vegetable and fruits i.e. Coconut, Grapefruit or maybe Tomatoes. So, it is
confidently say that the future aspect of Goodness Juice is secure as this
product will come up with the new and unique concepts in its focused and
target group and might expand its target market when the need is felt.

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Marketing and Advertising Budget:

The forecasted budget for promotional camping will be as follows;

Print Advertisement (for promotion in hospitals)

10,000 hand pamphlets with full of colors will cost of Rs.25,000/ TV Commercial for Pakistan Television

Prime time TVC for 15 second will cost Rs.65000/ Khwateen time 9 - 10 morning 15 second TVC will cost Rs.45, 000/ The Sign Boards
Large size of 20 X 10 at Shahrah-E-Faisal
Rs.350, 000/- for a year
Rs.70, 000/- to 80,000/- on monthly basis.
Large size of 45 X 15 at Shahrah-E-Faisal
Rs.450, 000/- to 600,000/- for a year
Rs.120, 000/- to 140,000/- on monthly basis.
Large size of 60 X 80 at Shahrah-E-Faisal
Rs.5000, 000/- for a year
Rs.350, 000/- on monthly basis.

Add in the magazine

Half page will cost approx. Rs.20, 000/-.

Full page will cost approx. Rs.40, 000/-.

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Tracking and Evaluation

For attaining the marketing strategies which had been made; an action plan
will be implemented as a guideline for achieving those targets.

More bill boards are to be placed in different important areas of cities and use
electronic media to promote the product and boost its demand.

Different festivals and events are going to happen in upcoming months for
creating awareness and getting new customers.

Distribution channel is going to be strengthened by approaching more wholesalers

and retailers and to make sure that availability is not going to be a problem.

Improvement in quality of product is assigned to Research and development

department.

Performance evaluation at half yearly or on yearly basis needs to be conducted to

ensure that they we are on the right path or not.

To make sure that employees remain motivated to perform at their best level
they have to attach different attractions and rewards.

The awareness level should also be checked by conducting surveys to check

the efforts for increasing awareness is working or not..

Contingency plans must be present for dealing with the changing market
situation and to choose an alternative plan in case of serious troubles.

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Product Launch Report

22