MARKETING PLAN

PURE VALUE REFINED MUSTARD OIL.

PURE VALUE REFINED MUSTARD OIL.

Presented By
Habib Ur Rehman
Minhas Ali Khan
M. Arslan Ikram
Aswad Saleem
Nasir Khan
Abu bakar

MUSTARD OIL IN PAKISTAN AND ITS POTENTIAL

Mustard oil is the second largest crop in

Pakistan
used in a sub-continent in large scale
till the mid of twentieth century.
It is also being used in Pickles, fishes,
Currys, deep fry items, vegetable
currys etc.
Our brand name is PURE VALUE refined
oil.

PURE VALUE REFINED MUSTARD OIL.

PURE VALUE refined mustard oil will be

passed through different processes.
Every oil has side effects whether olive
oil, sunflower oil, coconut oil,
vegetables oil, Banaspati ghee etc.
main causes of cholesterol, heart
diseases and other human problems
are due to Other edible oils

BENEFITS

rich source of omega6 and omega3

Helps to stay away from coronary heart
diseases.
Helps to detoxify human body.
Stimulates digestion, circulation and
excretory system.
Helps making immune system strong.
etc

REASONS FOR NOT USING MUSTARD OIL

Access of other vegetable and animal

fat based oils in the market.
There is demand of mustard oil but the
brands are afraid of loss. (MR ZAHID
PVMA).
Mustard oil is not properly marketed.

MINHAS ALI KHAN

PURE VALUE REFINED MUSTARD OIL

Pure value refined mustard oil is our

brand.
Pure valueis ideal for cooking, pickles
and other purposes.
Refined mustard oil is extracted from
yellow seeds
Refined pure value is filtered; double
filtered mustard oil.

MANUFACTURING AND REFINING PROCESS:

Selection of dried and matured seeds,

cleaning, i crushing in mixing with adequate
water for sufficient time till the oil is
extracted slowly.
we cannot launch raw form of mustard oil for
cooking purposes, so this should be passed
through a series of complex and standard
stages to convert it into pure form

REGISTRATION PROCESS:

PUREVALUE will be registered with

PVMA to deal with FBR, ISO, and other
legal Issues.

In Pakistan all Brands of oils companies

are registered with PVMA

M. ARSLAN IKRAM

SITUATION ANALYSIS:

Target Market
Our target market is Household and
Commercial users (Hotels, Restaurants).
Whole sale markets of edible oils.
Pickles Manufacturers.
In the first phase our target market is
Rawalpindi and Islamabad
In the second phase we will move our
product to northern areas.

SITUATION ANALYSIS:

Competitors:
There is no direct competitor in
Pakistan.
Dalda and other edible oil companies
some generic brands
Company:
We will introduce a brand of mustard oil
for cooking purposes by the name of
(PURE VALUE REFINED MUSTARD OIL).

SWOT ANALYSIS

Strengths:
No direct competitors
Product line
Well refined plant for purification
Well-developed marketing strategies and
campaigns
Free from different types of food poisning
bacterias causing different diseases
It is available in different weights.

SWOT ANALYSIS

Weakness:
New in the market.
Lack of expertise
Opportunities:
Huge market
Market skimming
Potential of mustard seed in Pakistan
Corporate business
Can become leader in future
Availability of raw material.
Availability of labor at low price.

ABU BAKAR

SWOT ANALYSIS

Threats
To create awareness of people.
High risk.
Strong brands are their in the market.
People cannot easily switch to this type
of edible oil

PROJECT INVESTMENT:

The total project investment is Rs.90

lac.
BREAK EVEN POINT:
TOTAL COST PER LITRE:RS145
PER liter sale price :RS 190
NET profit per liter:RS 45

BREAK EVEN POINT

Dailysalesperday:250litres.
250*45=RS 11250.
365*11250=RS4106250.
Fixed cost =RS1000000.
Variable cost=RS1100000.
Net profit per year:RS2006250.
Estimated breakeven will be achieved
in 5years.

NASIR KHAN

MARKETING OBJECTIVES

To create awareness among the customer

through our promotion activities.
Reduce consumer resistance to buying the
product.
Providing information about product features
Continue to grow territory throughout the
national market
Create an effective customer loyalty program.
To capture good market share.

MARKETING STRATEGY

Segmentation
Our target market is households, hotels and
restaurants, retailers and
wholesallers.geographically in the first phase
our target market is Rawalpindi and Islamabad.
Brand Positioning:
Pure value will position itself in a different way.
We are the only providers of refined mustard
oil. Our brand will be providing different refined
mustard oil products.

MARKETING MIX

Product
Pure value refined mustard oil is
premium brand in mustard oil
segment. We offer hygienically
processed mustard oil in 200 ml, 500
ml, 1ltr, 2 ltrs, 5 ltrs and 15 ltrs
packaging containers

MARKETING MIX
Pricing
200 ml, RS 60.
500 ml, RS 110.
1litre RS 190.etc
Place:
In the first phase pure value will present
refined cooking oil in Rawalpindi and
Islamabad.it will be distributed through SK
marketers

HABIB UR REHMAN

MARKETING MIX
Promotion:

Advertising media:
The different Medias which we are going to use in our
advertising campaign are:

Print media:

News paper
Daily express, jang, dawn
Food magazines:
Masala channel monthly magazine.
Health magazine:
Shifa health magazine can also work for us.

MARKETING MIX

Electronic media: television

Dawn TV, Masala TV, Hum TV in the first phase.
masala TV: our ad will be up to 30seconds
and it will run when high rating shows of chef
zakir at dawn news, masala morning and live
at 9 oclock.these chefs and programs are
having high ratings.
hum TV: our advertisement will also be
running in hum TV.

MARKETING MIX

Internet/Web Advertising
Out-Of-Home
Free sampling
Quasi retailing in centauries mall and metro cash
and carry
Tv advertisement
Chef zakir will be hired in promoting our product
on dawn channel
We will promote our product in fish retail market
like, waris khan, Qureishi F6 ISLAMABAD

PURE VALUE REFINED MUSTARD OIL.

REVIEW AND CONTROL

Pure value will analyze its monthly
performance. The customer feedback is given
consideration. Feedback is taken from social
media, feedback cards, and quasi stalls.
CONTINGENCY PLAN
If our product fail to make its position in the
market. We will re-launch it with little
changes. We will develop more strong
promotion

THANKS FOR LISTENING