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Marketing Project Group C

Product : Aqua De Vida


Submitted By:
1 2 3 4 Junaid Shahid M. Umar Siddiqui Usama Shayan Siddiqui 7384 6453 17809

Acknowledgments

We would like to express our immense gratitude to our lecturer, Mr. Ayaz Rafiq for his constant support and motivation that has encouraged us to come up with this report. We would also like to thank our family, friends and mates who have rendered their whole hearted support at all time for the successful completion of this report.

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Table of Contents
Acknowledgments ........................................................................................................................... 1 Mission Statement: .......................................................................................................................... 3 Vision statement: ............................................................................................................................. 3 Market Statement: ........................................................................................................................... 3 Aims and Goals: .............................................................................................................................. 3 Executive Summary: ....................................................................................................................... 4 Product Description: ........................................................................................................................ 4 Market Segmentation : .................................................................................................................... 5 Target Market : ................................................................................................................................ 6 Market Position : ............................................................................................................................. 6 Marketing Planning : ....................................................................................................................... 7 SWOT Analysis :............................................................................................................................. 7 Strengths ...................................................................................................................................... 8 Weaknesses .................................................................................................................................. 8 Opportunities ............................................................................................................................... 9 Threats ......................................................................................................................................... 9 Marketing Strategy ........................................................................................................................ 10 Market Position ............................................................................................................................. 11 Marketing Mix (4Ps) ..................................................................................................................... 11 Product Strategy ........................................................................................................................ 11 Packaging .................................................................................................................................. 12 Pricing Strategy ......................................................................................................................... 13 Place / Distribution Strategy ..................................................................................................... 13 Promotion Strategy.................................................................................................................... 14 Marketing Research ....................................................................................................................... 15 Profit-and-Loss Statement and Marketing Budget ........................................................................ 16 Conclusion ..................................................................................................................................... 17 Reference ....................................................................................................................................... 18

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Mission Statement:
To Provide Healthy, Nutritious and Freshly blended Drinks To The Youth With Superb Quality And Taste.

Vision statement:
To be known as leader of quality products in the region. Dedication to quality is a way of life at our company. In its activities the company will pursue goals aimed at the achievement of profitable business .these results will be derived from the dedicated efforts of each employee in conjunction with supportive participation from management at all levels of the company. To pay its role in the economic development of the country and to enhance quality of life of its people.

Market Statement:
Inspiring Healthy Life.

Aims and Goals:


This company is having an aim of providing healthy, freshly blended juices and beverages. Nationwide and long term goal is to capture the Asian markets in juice and beverages. This juice line is having a wide range of flavors in fizzy (carbonated) and non carbonated juices namely; orange, grapes, apple, pineapple, lychee, mango, pomegranate, peach, lemon, strawberry, cherry, blue/black berry, and sugarcane. We are also launching non-alcoholic beverages in apple, lemon, grapes and pineapple flavors. Our new flavors are the power tool for the company, they will be introduce to attract the attention of youngsters, where as the regular flavors are the cash cows and they will be use to entertain the regular consumers requirements.
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Executive Summary:

This report explains the marketing plan for launching a new Juices product line named Aqua de Vida. In the very beginning of the report we have explained the mission and vision of the Aqua de Vida and then we have further carried out our activities to achieve our goals and objectives .It will be introduced in the market with the help of various promotional displays, advertisement and distribution of free samples to the general public and university students. This report examines that this product is initially launching in Iqra University Gulshan Campus. The study included both primary and secondary research. The primary study focused on a survey of the competitors and the likings and disliking of people. Through this strategy company can penetrate more into the market and can attract the bulk of customers. For this purpose we have conducted SWOT analysis of the company to see the companys strengths, weaknesses, opportunities and threats. Then we have explained the purposes, benefits and objectives of our product. Then we have made marketing strategies for our product. We have divided market into different segments and decided to target the male, female, youngsters, teens, mature and old age person. We have also paid special attention to the packaging, color and price of the product. We shall also conduct a market survey in future to know the opinion of public about our product and develop our product according to our customers changing needs and demands This company is having an aim of providing healthy, freshly blended juices and beverages. Nationwide and long term goal is to capture the Asian markets in juice and beverages.

Product Description:
We are launching a new tantalizing product line of juices and beverages having natural ingredients and essential vitamins. Rich of minerals and vitamins is available in our product to ensure long lasting superior quality and freshness. Our product is available in 1. Cans 2. Tetra packs
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Market Segmentation :
Natural fruit juices and drinks are getting recognized by people as anytime beverages resulting in high consumption during friend , family and social gatherings. People are preferring natural juice over soft drinks as they are getting more and more health conscious. Juices are hygienic , nutritious and have good taste as compared to soft drinks. In scorching heat of summer all the people require chilled juices as they are not only refreshing but are nutritious, pure and rich in essential vitamins.

S. No 1 A B C D E 2 A B C D E F G 3 A B 4 A B C D E

Segmentation Variables Geographic World Region Country Cities Density Climate Demographic Age Gender Family Size Family Life Cycle Income Occupation Education Psychographic Social Class Life Style Behavioral Occasions Benefit User Status Loyalty Status Readiness Stage

Data Asia Pakistan All Major Cities of Pakistan Urban Hot and Dry 4-13, 14-30, 30+ Male, Female 1-2, 3-4, 5+ Married, Unmarried Rs 10,000+ Students, Professionals, homemakers, Retired School, Colleges, Universities, Professionals Middle Class, Upper Class Strivers, Achievers, Strugglers Holiday, Parties, Birthdays, Sports, Regular Occasions Quality, Taste, Health Medium User Medium Interested, Aware, Desirous

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Target Market :
Our Target market for Aqua De Vida is going to be young people of age group 14-30 as this age group comprises of majority of population in target cities and also this age group is desirous and eager to try new juice products. We want to target at School, Colleges, Universities, Restaurants, Hotels and Stores.

Market Position :
Aqua De Vida is new to the market, it sells variety of fresh juices, carbonated and non-carbonated beverages .Aqua De Vida Seeks to achieve growth by introducing fresh juice product line to deliver consumers with pure, natural product comprising of essential minerals and vitamins. Aqua Di Vida fresh juice product line is going to be a juice for all . We will penetrate market by targeting kids, youngsters, teens and grown-ups , As this age group comprises of majority of population in target cities and also this age group is desirous and eager to try new juice products. We will be marketing at School, Colleges, Universities, Restaurants, Hotels and Stores. Currently in Pakistan the competitors of Aqua de Vida Fresh Juice Category are as follows : Shezan Nestle Fresher Malee Siprus Nurpur Olpers

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Marketing Planning :
By using the following SWOT analysis for Aqua de Vida we will decide on marketing strategies that will help the company attain its overall strategic objectives and create product value for target consumers in order to capture value in return.

SWOT Analysis :
The SWOT analysis for Aqua de Vida enables us to match the company strengths to attractive opportunities in the environment while overcoming the weaknesses and minimizing the threats.

SWOT Analysis Overview Strengths First Mover Advantage Quality Conscious Product Innovation Weaknesses Storage Ability Brand Loyalty Low Consumer Knowledge

Internal

Opportunities

Threats Government Regulations Increase in Competition Entry Barrier Increase in Labor Cost Politically Unstable Unstable Law and Order

External

Increasing population Changing Social Trend Health Conscious Global Hub

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Strengths
First Mover Advantage Introduction of new flavors in market is going to give us edge over the existing competitors and will help us penetrate the market affectively and gain customer loyalty. Quality Conscious Quality is the main factor on which we are promoting our brand. We are going to deliver client pure, natural and healthy product . Our company will not compromise on quality at any cost. Product Innovation The Company will be continuously delivering new products to client based on their requirements and hence will grow its product line.

Weaknesses
Storage Ability As juices are fresh and contains minimum preservatives they are not store able for long time. Brand Loyalty Company will be introducing in Pakistan for the first time so it will have to adopt superb marketing and brand promotion skills in order to gain attention of consumers. Low Consumer Knowledge As company will be introducing for the first time it will have to create brand awareness among consumers to increase customer base and brand loyalty.

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Opportunities
Increasing population As the population of Pakistan is high and increasing, We will have a large chunk of growing target market. Changing Social Trend Consumers in urban area drink juices on regular basis as they increasingly adopt western lifestyles. The younger generation of Pakistan is highly influenced by western media and tends to follow western eating and drinking habits.

Health Conscious Increasing health and hygiene awareness among Pakistanis has greatly affected the utilization of fresh, natural and healthy juices. As government, media and NGO in Pakistan have started health awareness programs, people are more and more utilizing fresh products in order satisfy themselves in a healthy way.

Global Hub Manufacturing of certain goods is cheaper in Pakistan as compared to other countries.

Threats
Government Regulations Problem arises if government applies taxes to the products which causes the price of product to rise.

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Increase in Competition There is large competition of companies who are selling fresh juices in Pakistan.

Entry Barrier They are no entry barriers set by government so large number of local juices can enter in juices market thus raising the competition among brands.

Increase in Labor Cost Increasing labor cost due to unstable political, law and order situation.

Politically Unstable Unstable political conditions in country results in political unrest causing seize in business affecting transportation and distribution of products for days and even weeks in some cases.

Unstable Law and Order Unstable law and order situation affects the distribution and transportation of product in certain area and cities as well resulting losses in business.

Marketing Strategy
Aqua De Vida marketing strategy is based on positioning of product differentiation and providing high quality juices to consumers to suit their healthy lifestyles. Our main target is youngsters and teens studying in universities and colleges as this age group comprises of majority of population in target cities and also this age group is desirous and eager to try new juice products.

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Market Position
Brand strategy is at the heart of marketing strategy. It is the act of designing the company offer and image so that it occupies a distinct and valued place in the target customer mind. Aqua De Vida juices is very beneficial for health and provides refreshment. As we are launching the juices in tetra pack, so we want to create positive and long lasting image in the minds of customers that we are providing hygienic juices because we will also product line in future. be introducing new flavors and

Marketing Mix (4Ps)


Product Strategy
Our customers will fulfill their need of thrust and refreshment by buying our fresh juices. Our juice taste and flavor is according to the customer expectations because we provide 100% pure juice with no compromise in quality. We will introduce a new range of new flavors and cocktails during the following year. Building the Aqua De Vida brand is an integral part of our product strategy. The Brand and logo will be displayed on the product and its packaging, and reinforced by its prominence in the introductory marketing campaign.

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Packaging
Packaging is a very important marketing strategy to glamorize our product in order to attract the consumers attention. Sometimes packaging is so important that it cost more than the product itself in order to lure the consumers to buy it. Aqua de Vida is introducing itself by launching three evergreen flavors Orange, Grapes, Pineapple in most attractive packaging that would catch the customers sight in a glace.

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Pricing Strategy
The price of the product can also influence the buying behavior of the consumers because n Pakistan there are different level of classes based on the income difference so price is the one of the important factor. We have set the price distribution that will not only meet our expenditure but will also help us to progress more effectively and efficiently as compared with our competitors, Hence will be having price and quality advantage over our competitors. Package Quantity
350 ml 500 ml

Consumer Price
Rs. 50/= Rs. 80/=

Per Unit Cost Determination Fixed cost = Rs. 2000/100 units = Rs. 20/unit Variable cost = Rs 10 Expected Sales: 100 units Expected Profit: Rs 20/unit Per unit price = fixed cost + variable Cost + Profit => Rs 50/unit.

Place / Distribution Strategy


The availability and placing of the product determines the

buying behavior because if the product is easily available to the consumers it will be preferred it and if it is hard to find the product in the market consumers will never buy that product. So our product is provided to all the distributors and also to famous retailers.

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Manufacturer

Distributor

Whole Seller

Retailer

Consumer

Promotion Strategy

The following promotional tools will be used by the company to convey clear and consistent message of our product to consumers . E-Marketing Social networking sites and internet has the widest number of users among our target market. Therefore most of our advertisements will be published using e-marketing.

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Television Tele commercials will be aired on sports and music channels as these channels are viewed mostly by teenager and youngsters which are the major chunk of our target market.

Billboards Billboards will be placed near malls and well renowned restaurants to provide a permanent and long lasting form of advertisements to all the teenagers and youngster coming at those places.

Marketing Research
Using research company will identify the specific flavors and ingredients that out target market values. Company would also be analyzing customer attitude towards competitors product to improve its product and launch new product line to gain market share. Brand awareness research will help us determine the efficiency and effectiveness of our media and advertisements.

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Profit-and-Loss Statement and Marketing Budget

Net Sales Costs of Goods Sold Gross Margin Marketing Expenses Sales Expenses Advertising and Promotion Expenses Transportation Net Profit

Rs. 4500 RS. 1800 Rs. 2700 Rs. 650 Rs. 1700 Rs. 200

100% 40% 60%

Rs. 2550 Rs. 150

57% 3%

Profit and Loss Graph

40%

Costs of Goods Sold Net Profit

57%

Marketing Expenses

3%

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Conclusion
Development and Implementation of Aqua De Vidas marketing plan has improvised our knowledge to a great extent. We have realized that how a good marketing plan can provide a direction and focus on a brand, product or company. We also managed to understand that with a detailed plan, any business will be better prepared to launch a new product or build sales for existing ones. We also learned that how marketing research helps marketers develops strategies and action programs as they needs up to date information on environment, the competition and the market segment that needs to be served. We also understand that as a marketers how important it is to know about consumer requirements, expectations, perception and satisfaction levels and how this understanding provides a foundation for building competitive advantage, product differentiation, targeting and positioning decisions.

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Reference

NetMBA. (2010, January). Netmba. Retrieved from http://www.netmba.com/marketing/mix/ Marketing Teacher. (2000). Retrieved from http://www.marketingteacher.com/lesson-store/lesson-marketing-mix.html Philip, K. Principles of marketing. (13 ed.). http://en.wikipedia.org/. (2012, March 09). Retrieved from http://en.wikipedia.org/wiki/SWOT_analysis Sample marketing plans. (n.d.). Retrieved from http://www.mplans.com/sample_marketing_plans.php

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