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Marketing plan for bailey's in irish market

Executive Summary
Traditionally Bailey's (Irish cream) liqueur is a mixture of whiskey and cream, with dash of chocolate. Bailey's is very popular brand in Ireland due to its originality, people known as Irish cream. In the new century, according to a research the company observe that the brand is become old fashioned and safe, and boring. To cope these issues the company have to follow a strategic objective.

To rebuild the brand for younger generation To advertise more to attract both gender
Bailey's currently is in 5% in growth in the Irish market. Bailey's will see a large proportion of sales 11% to 13% overall in terms of its main objectives in the coming two year. Due to the new winter and marketing campaign should help and broaden Bailey's appeal in different market. The purpose of this report to expand the market share and see future growth of bailey's through different marketing strategies. This report has four parts, the first part of the report introduction and detail about market situation, the second part is about SWOT Analysis, the third Part is about Objectives and Strategies, and the last part is about Action Plan, Control Method and conclusion.

Part l Introduction
Bailey's is one of the seventh largest selling premium liqueurs in the world. Bailey's is serving over 130 countries in the world. In 1974, when bailey's launched, the consumer never tasted before. Bailey's is luxury drink, with natural taste and ingredients with pure combination of fresh dairy cream. Bailey's has a very strange smell, almost like an alcoholic vanilla ice cream. Due to its waste marketing and brand bailey's sale are 150,000 cases a year.

Situation Analysis: Market Demand

Ireland is small and dependant country. In 1995 to 2007 the average growth of the country was 6%. But in the early 2008, the huge recession came in to the market by which the country's financial position subsequently severe and slowdown. The total population of Ireland is about 4.2m estimated in 2009. According to a survey 67% of the population are 15-64. More than half of the population are younger. APENDEX1. Alcohol is essential part of the Irish people. Alcohol is the leisure activities and life events, with the pub and acting as a hub of social life. However, Ireland is the highest level of drinks consumption market. According to Carew et al 2009, says in 2007, 13.37 litres of alcohol were consumed for every person aged over 15. (Carew et al., 2009) People drinks a lot during and after the game in Ireland for example football, hurling and rugby. People also celebrate on different occasion. Such as on the Christmas and New Year celebrations in Ireland have reputation for being rude with a lot of drunken individual's migrants around the streets. According to a report, In Ireland the alcohol consumption has been raised to 17% from 11.5% over the last decade, where woman are drinking more than men. As compare to European communities drinking problems, among students aged 15-16 years, according to a report, Irish youth among the highest risky drinkers, (Hibell, 1999). Definition: Alcohol consumption, Liters per capita (15+) Countries 1960 France Germany 7.5 Greece Hungary Iceland Ireland* Italy 4.9 16.6 8.2 11.5 3.8 7.0 17.8 1970 20.4 13.4 13.2 14.9 4.3 9.6 16.3 1980 19.5 1990 15.9 13.8 10.6 13.9 5.2 11.2 11.0 2000 2003 2006 2007 2008 14.0 13.4 10.5 10.2 10.1 9.5 9.0

12.0 13.2 6.1 6.5 7.2

14.2 13.5 13.4 14 17* 9.0 8.1

Japan Korea

6.1

7.1

9.2

8.6

8.4

7.9

According to Danny McCoy that Irish are drinking like fish. In addition it is report estimated that 70% of alcohol in Ireland is bought in pubs and restaurants. This is because the Irish people are considerable drinking in pubs and restaurant instead of home as compare to other European. Bailey's is one of the seventh largest liqueur in the world and selling in over 130 countries including Ireland. In the early century mostly female age 45-55 drinks bailey's on special occasion, such as Christmas and other parties. In Ireland People drinks Bailey's in very small amount and mostly drinks in winter. In addition, in 2007 the winter awareness campaign urges consumers to Listen to Your Lips' use the lips to evoke the sensual pleasure of Bailey's and inviting viewers to follow their own desire for the brand. The company spend about 25m on brand, which include different advertisement campaign, digital marketing. Bailey's available in the market with a high premium price and mostly targets the female market and becomes female drink, but in fact the advertisements are not specifically toward them. Bailey's liqueur is one of the famous brand of Diageo's including other branding such as Guinness, whiskey, Black label, Red Label, etc.

Competition
In order to prepare an effective marketing strategy, a company must consider its competitors as well as its customers. Building profitable customer relationships requires satisfying target consumer needs better than competitors do. Therefore competitor's analysis first involves identifying the company's major competitors using both an industry based and a market based analysis. Principles of marketingBy Philip Kotler, Gary Armstrong Veronica Wong John Saunders Fifth European edition page 488 part 3 chap core strategy. Bailey's has a strong competition in the Irish market. There are also several imitators in the market which entered into the market. A number of competitors are entered into Irish market with price and brand, by which many Irish people responded quickly, such as W.A. Taylor Company's Venetian Cream Liqueur' Myers Rum Cream'. In addition, Bailey's facing a slogan challenge in Ireland. Some other Irish liqueur producer came with the promotion campaign of Irish taste in the entire world'. In Ireland, the leading tipple is vodka, and expected to increase their sale in future. Vodka is the main rival for Bailey's, because people like Vodka in pubs and

clubs. Also in liqueur competition another new value brands included, Irish distiller's Waterford Cream' within group of Pernod Ricard, compare to Baileys is lower price margin. While Bailey's has maintain a premium price and high quality and low level of alcohol (17ABV) Another Irish liqueur (Irish Meadow) which is completely the same taste as Bailey's but far cheaper than Bailey's. Irish Meadow price is 3.49 per 70cl bottle in supermarket while Bailey's 70cl is 10. However, people preferred to buy Irish Meadow instead of Bailey's. "Diageo has attacked Tia Lusso aggressively with pricing, particularly last Christmas. We interpreted that as a move that was designed to kill us off."

Part ll Swot Analysis


There are a number of strength and weakness of the company in terms of the product and its brand. In Swot analysis the company will identify their strength and weakness and put the company in a crucial situation to seek those weakness that swot analysis shown put the company in serious competitive disadvantage.

Market Leader
Bailey's is globally the market leader, Due to its high volume of advertisement and wide range of marketing campaign in and around Europe. Currently Bailey's available in Top ten markets, Such as US, Russia, Ireland, Spain, Latin America etc. Bailey is also the most famous and 7th popular liqueur brand in all over the world. Bailey's is sold over 130 countries around the world. Bailey's is the brand which Establish and capture all western market. Due to its high volume the production cost will be lower than its competitors. Because Bailey's produces more than 7.5 m cases a year. Bailey's has loyal customers from its origin. Bailey's consumers are committed with the brand. The company also provide a high quality and bring the originality to the product in terms of what the consumers expecting.

Weakness

Bailey's has also some weakness, in terms of the production, consumers usually buying Bailey's liqueur on special occasions, such as Christmas etc. Bailey's also a seasonal product, In Ireland, where people only consume in winter. In addition, Bailey's is a logistic packaging and brand perceived old fashioned.

External Analysis Opportunities


The company will have the ability to rebuild the brand in the existing market (Ireland). Bailey's also has an opportunity to extend the market and appeal to younger people. The company can give aggressively discount in the market.

Threats
In Ireland, there are a lot of competitors in spirits market. However, Bailey's have big threats from its competitors such as Emets, Irish meadow, Kalyr, Amarula etc. RTD and Amarula have attacked on Bailey's aggressively with pricing.

Part lll Objectives


Growth To increase the market share and increase our sale to 11% to 13% over the next two years, the more that they show to the public that they were the first and that they are still the best, the better chance of gaining some of the existing market share from the competitors who have already got much share of alcoholic market. Brand To expand the brand in different segment, such as age, sex, profession, etc to do this, the company will have to do a lot of advertising campaign such as like a recent advertisement Serve Chilled and also some tasting promotion in different supermarkets. Bailey's should not try to narrow their target to young to middle age, also focus on middle class people those who drink bailey's slightly. We aim to achieve 80% customer awareness of our brand in our target market within the next two years. Change consumer Perception, As Bailey's is a special occasion drink, In order to achieve future growth this perception need to be changed and to be drank on more informal occasions. By this

goal the company will have look forward to increase their sales to become Bailey's as a usual drink.

Financial Objectives

Annual organic growth in revenue of at least 10% Growth of the company within next 2 or 3 years.

Strategy
Strategy is direction and scope of an organization over the long-term: which achieves advantage for the organization through its configuration of resureces within a challenging environment, to the needs of markets and to fulfil stakeholder expectations. Johnson & Scholes Buniness strategy, vol. 25, no. 3 (2004), pp. 26-34.

Marketing Strategy
There are four different marketing strategies, baileys can adapt these strategies by which they can gain more market share and strong their base in the current alcoholic market.

Market Penetration Strategy Product Offering Strategy Business effectiveness Strategy

Market Penetration strategy


Market penetration strategy is business growth strategy where bailey can focuses on current sales and establish their product into the existing market. By this strategy Bailey's will maintain and increase the market share of a current product. This can be achieved by a combination of different promotion programs like advertising, sales Promotion, coupons and offering free samples.

Product offering strategy


Bailey's currently have many varieties of product offering in the Irish market. the product offering strategy is that by coming with the renovation of the product in the exiting market for example considering the different ages different taste needs like (Pepsi is that soft drink which is drink by any age group).

MARKETING MIX Target Marketing


Bailey's target its geographical priorities in terms of major regional country where it operate. The lifestyle dimension changes and was beginning to attract a young and more affluent consumer in the 25 +age group with a fairly male and female. The baileys offering the products which are not for any specific class, it produces its products for all types of classes which exist like upper, middle, lower. The Irish population demographics show that there is availability of narrow target market it's the young to middle-aged group consumer they are professional and educated. In addition, if the company specifically target the female, there is also availability of more female alcoholic consumers than male; they need to target the both gender. As a party drink, Baileys also need to promote their brand in different special occasion, such as parties wedding, Christmas and new year.

Positioning
As bailey's is original Irish cream, the more you show to the public the more you expect to sell. Due to the uniqueness Bailey's liqueur is different from its competitors. Bailey's make a strong position in consumer mind due to its fresh cream and homemade production in Ireland. Baileys positioned itself in the consumer minds that they are the only liqueur homemade brand which use only daily fresh cream is the (principal raw material used in the production of Irish cream liqueur).

Product
Bailey's offering different variety of product. Such as Bailey's Original, Blended Baileys with ice, Bailey's coffee, Bailey's ice cream, and Bailey's Chocolatini, to expand their market Bailey's needed to bring and introduce a new flavour with different taste. For example strawberry flavour, cherry's flavour.

Price
Bailey's premium brand, these prices are set accordingly to the brand and position of the product. Price wise neither Bailey's cheaper nor expensive, due to its uniqueness and taste and originality. Bailey's is different in price quality and brand from its competitors.

Promotion

Bailey's Irish cream continued with successful growth in supported by strong investment in sale support and campaign. In the street of Ireland, sellers walk around and distribute free cigarettes in bailey's bag. They have to arrange stalls in different superstores to offer free sampling of Bailey's to adults. Specially, the best time to promote Bailey's is now, where lots of people coming to do shopping for Christmas. They also have to reach to the individual retailer and give them some incentive to place Bailey's in Front shelf, where consumer can easily see and deserve the Bailey's Brand.

Part lV Action Plan


Doing business in the country where the market is already developed by strong production line has the great opportunity to maximize of its market share in the alcoholic market. The people is well aware of the brand homogeny of the brand has been dominant on their competitor offering. The baileys is to establishment of long time achievements goals is by training their staff accordingly to the culture of the Irish people and the special and unique brand awareness programs, To conveying the image of the brand in the mind of the people properly. The sales and distribution staff will be force towards the targeted sales in those areas of the country where they are not yet been develop their business successfully should introduce the brand and offering different vouchers with the free samples of bottles. The company need to go to superstores and also the individual retailer and speak to them about the brand and arrange some stall with free sampling of Baileys to adults. By doing this promotion especially nowadays (before Christmas) Bailey's will be promote all over the country. They also need to place the product in the door of the supermarket, where every consumer can easily see the Bailey's. The usage of E business (electronic business) is essential for doing business in the competitive market there should be new offer on baileys drinks online price discounts, gifts vouchers, and make the internet usage as easy for the online customer. Connivance is to be the main core of the company performance to associate the customer and give online shoppers the 24 hours delivery service should be available, get linkage the potential online customer to company performances throughout the year and get the maximum sales return. As the company already doing High investment on consumer promotional programs (for example, licensed bars and restaurants) for example, take a Model girl as Baileys girl in selected bars and clubs around the country and giving a chance to the customers to enjoy the

unique taste of bailey's free. The Baileys girl dress should be look like a Bailey's Bottle which will attract more youngster customers. The company also need to promote the products in the public places such as airports, railway stations, and bus stations. The brand patents are important competitive edge no competitor can match the way the quality of the baileys product. The brand is perceived as old fashioned and boring, to change the consumer perception and attract the youngster, Bailey's intend the brand affixing with agitation thrilling imputes. For example the brand influences the youngsters to have a glass of baileys at first sight. The brand personality should base on agitation and magnificence behaviour, by which brand will change the consumer mind towards Baileys. To promote the brand, the Bailey's will be partner with two leading spa and nail salons in Ireland to offer a special Baileys pamper session. So whenever the feel tired to have a glass of Bailey's to be relaxed.

Projected Profit and loss statement


Current Year Year 1 Year 2 2009 million Sales Revenue Less: Cost of Sales Gross Profit Less: Operating Expenses Marketing & Advertising Other Expense 500 92 (592) 900 150 (700) 700 100 (1100) 9311 (6868) 2443 2010 2011

million million 12000 (7300) 4700 24500 11500 13000

Interest Profit and loss Before Taxation Taxation Profit After Tax GROWTH 28.01% 39% 53%

164 2015 (292) 1723

200 3800 (340) 3460

350 12250 390 11860

In the above projected profit and loss statement the company overall financial indicate a stable growth and strong position in the current year. As compare the current to the last year (2008) the company net sale revenue slightly down 28.01% from 28.4% due to the high recession in the country. On the other hand, with a huge investment in terms of marketing and advertising the company will expect 11% growth in next year and 13% growth in the following year. The projected growth based on the company profitable ratio. As shown clearly in profit and loss statement, the company spending a lot of money in 2010 on marketing and advertisement compare to 2011. Just because the company will expect more profit in the next following year once the product boost up in the market and make a stable place.

Control Method
As the action plan is taken in to the place the next important activity is to perform the control methods for the organization to look after that how the achievements are going in the good way. According to Burrill & Ledolter, 1999, says that, Total Quality Management is business management methodology that aligns the activities of all employees in an organisation with the common focus of customer satisfaction through continuous improvement in the quality of all activities, goods, and services1 In addition, the company will have to maintain its quality and natural taste in the market. To keep a good control check the company need to give a good knowledge to all employees about the brand and quality of the products before delivered in to the market. To keep checking and analysing the plan throughout, to find out the strength and weak points of the action plan, which need to be changed or adjust according to proper way back before its being dominant to market situation. To keep a record of all expenses of ongoing production process in which the correct information about the raw material should be maintain up to date. The high investment on marketing and

distribution should be controlled. The expenses on advertisement through TV channels, magazines, internet and news paper should be under proper supervision. there should be a continues feedback requested on the baileys wed site from their loyal costumer after every month that will be shown that how well the plan is being achieved. To consider the financial position of the company they should be able to know how stable they are in current and future market. The company will to have to continue their surveys to those areas of the country where trend changing time by time according to the needs of the customers by this the company will able to place the product.

Conclusion
It can be concluded as the report shows that Bailey's Irish Liqueur has managed its market and brand reputation in a positive manner but there is a lot of competition going on in the market with introduction of new products with the passage of time. So Bailey's has really a tough competition to face in terms of its rivals.

References

http://www.drinksindustry.ie/easyedit/files/DIGI%20Economic%20Contribution%20of%20t he%20Drinks%20Industry%20FINAL%2008%2007%2008.pdf

http://www.emeraldinsight.com/Insight/ViewContentServlet?Filename=Published/Emerald FullTextArticle/Articles/2300070207.html

http://www.dohc.ie/publications/pdf/stfa.pdf?direct=1 http://goireland.about.com/od/wheretoeatanddrink/tp/ireland_drink.htm http://www.finfacts.ie/Private/bestprice/alcoholdrinkconsumptionpriceseurope.htm http://www.privatelabeluk.co.uk/features/?p=108 http://facultyfp.salisbury.edu/rchoffman/PSBAbroad/BUAD386-686/IC-ODarby.htm http://www.talkingretail.com/products/drinks-news/11368-diageo-expands-baileysmarketing.html

http://www.beveragedaily.com/Industry-Markets/Bacardi-to-take-on-Baileys-in-creamliqueur-market

http://www.cordondorcuisine.com/2006_Baileys_bios.htm http://www.mfbailey.co.uk/economics/papers/papers.html

http://www.echeat.com/essay.php?t=28959

Read more: http://www.ukessays.com/essays/marketing/marketing-plan-for-baileys-in-irishmarket.php#ixzz2LR7YFOZN

Marketing Plan
Abstract My study relates to the coca cola company. The Coca Cola Company has been a World leader in the beverages segment of the market for years making it one of the most recognizable brands in the world. Its success has generally been due to the popularity of some of its products such as Coke, Fanta and Sprite. Though not entirely failures, most of the other products under the Coca Cola umbrella are yet to catch on in the market. A much different approach to marketing these products in the hope that they will catch on. The Minute Maid Company is a branch of the coca Cola Company that concentrates in the production of juices and most specifically Minute Maid Pulpy Orange Juice that is the focus of our study. Executive summary The following marketing plan intends to promote two of Coca Colas less renowned products. The plan is aimed at enabling the Coca Cola company achieve its targets. Minute Maid Pulpy Orange Juice and Bubble Buzz have been in the market for some time now. Each of these products was released with the aim of controlling a certain section of the market. The marketing strategies are aimed at keeping the company at the top of the food chain. Both products are very innovative as per Coca Colas standards thus a guarantee to be World leaders in their respective market section.

The marketing plan is intended to increase the market share of each of the products by over 7% annually for the next decade. In the case of Bubble Buzz, being a relatively new product, the companys target is to capture the market share that has been over the years been dominated by other brands. In the case off the Minute Maid brand, though a World leader in its own right, the company intends to make it as popular as the other top brands by increasing its distribution. It is for this reason that the company is currently in the process of introducing this new product in most emerging markets. Brief description of products Bubble Buzz is a ready to drink tea product available in the market making it a pioneer in its own right. The product contains a green tea base with a variety of fruit flavors for enhancement to suite different tastes and occasions. It is supposed to bring a completely new experience to drinkers due to its unique packaging that deviates from the norm and the fruit flavor that completes alters the whole experience. Minute Maids Pulpy Orange juice on the other hand, is an innovative fruit juice that is not exactly that new in the market. The juice is made from pure fruit extracts making it a favorite for the health conscious population. Customer Targets Bubble Buzz is yet to catch on in most geographical settings because of various reasons. It is generally going to be sold in town setting where the target customers are the working class and students. This is because it is meant to cater for their busy schedules and nutritional requirements. The target age is between 16 and 30 years. On the other hand, Pulpy Orange juice does not have a specific target group in terms of geography. It has no boundaries as pertains to who can drink it. In terms of demography, the

target group is children and young adults of the ages between 10 and 30 years. It is of greater use to men because it helps in regulating hypercholesterolemia. Target market changes and growth in the next decade In order for the company to achieve, its growth targets then the company may have to segment the customers. It is important for the company to segment its sale of products I order to maximize its sales in the near future. The segments can be divided into four to cater for every aspect in the market; demographical, geographical, psychograhical and behavioral. In demographic segmentation, we cater for the physical make up of an individual and how any of these features will determine the demand for the two products. The tastes and preferences of the customers are bound to change with age and as such, the products should have a specific target group on which most attention should be paid when advertising. In geographical segmentation, the emphasis is put on the location of the customers. A product such as Bubble Buzz will appeal more to those living in towns than those living in rural areas. Understanding how the geography affects the demand a for commodities will help with the distribution and advertising of the two products. Both psychographic and behavior segmentation deal with the character of an individual. Strategic Positioning in the market will ensure that either of the products competes fairly but with a slight advantage over other brands. The advantage that these products have over other products is the fact that they trade under a reputable brand. The Coca Cola Company has quite a reputation because of the quality of services and products they offer. It is as such expected that the products will only grow in popularity over the coming 10 years or so. Taking into consideration the image of the company, then we shall adapt the quality positioning strategy. The two are guaranteed to be of the highest quality if history is anything to

go buy. It will be easier to sell the two based on their quality as compared to competing brands. Putting the two products up against much inferior quality goods will ensure that our products emerge tops thus dominating the market over the next decade. Competitive analysis in positioning strategy Strengths To start with, the products will sell on the strength of the Coca Cola brand. The Coca Cola brand is renowned for its quality products and as such, the products do not have any problem creating a niche for themselves in the market. Second, the products benefit from the existing distribution channels established by the Coca Cola Company in almost every country in the World. Weaknesses One weakness of the in trying to positioning in the market is the existence of other established drinks that compete generally for the same market. The carbonated drinks section for example is already saturated. Opportunities The market is always in search of new and innovative products and as such, these products can prosper. The brands are also attractive to everyone including international partners. Threats The greatest threat to the products is the competition that they receive from other already established drinks. Breaking into the elite group of brands in the market is not as such supportive for smaller and new products References

Dawson, Jennifer (January 21, 2008). "Minute Maid gets $2.4M incentive for move to sugar land." Houston Business Journal. Grewal & Levy (2010). Marketing (2nd. ed). Levy &McGraw-Hill Irwin. Theodore, Sarah (Feb 2005). RTD coffee, tea create a buzz. Beverage Industry, 96(2); 16. Theodore, Sarah (Jul 2005). Surprising suggestions from teens. Beverage Industry, 96(7); 4.

Marketing plan SUMMARY The marketing plan forms the basis of the arrival of innovative existing products. The product name is minute maid pulpy orange. The analysis which we made in our marketing plan allows us to outline. The best strategies to fallow for the achievement of the company goals. Pulpy orange will be marketed as unique drink in unique packing like bottle packing. Our success will be reflected by a sizeable capture of market and create a top spot in the market. The following marketing plan form the basis of an innovative existing product which is launched by Coca-Cola and that product is pulpy orange. The Minute Maid Pulpy hasreal orange pulp in it. History Of Company It was in 1945 that after three years of experimentation the National Research Corporation (NRC) of Boston, Massachusetts developed a flavourful orange juice powder from real, delicious oranges. It was made using the same "high-vacuum process" used to dehydrate and prolong the life of such things as penicillin. IDEA GENERATION We are assigned to launch a new or existing product by our course instructor which is new for whole world. Consumer demand Consumer demand is a factor which is driven by tastes and the availability of product at different prices. For many consumers price and value are highly related. The higher the price and higher the value. Consequently Pulpy orange is unique product and attractive at low cost. To be to implement higher pricing through the minimization of the non-monetary cost to customer should also be including with awareness of the product and value of the product. COMPETITION Although we are launching existing product, but the element of competition is always there our product will face two types of competitions. 1. Competition with soft drinks: There are so many soft drinks available in the market and some of them are very much in high selling position like, Pepsi, Miranda, Nestle, Country and also there are so many energy drinks in market used by consumers. So our product can face very strong competition from soft drinks.

2. Competitions with Nestle: Orange juice is available in every part of the country. Nestle sales it at almost every part of the country so our product can faced tough competition from our competitors. However the direct competition from local players is not initially emphasize on product awareness and both sales channels do not reach or serve same market Barriers to Entry in the Market 1. Due to the numbers of competitors. It will be hard to prevent. 2. Risk of competing with emerging energy drinks. 3. Given the wide range of brands .it become very much challenge for Pulpy orange to compete. Preservation period is just 12 months IDEA SCREENING From above mentioned items we select row to launch because it is easy for us. It is easy for us. It is practically exist to launch and not required heavy finance. Vision To capture the whole beverage market by introducing new products Mission statement We are committed to capture the market position in next 2 years by bringing new dimensions in the market thus adding a value to our customers and providing those best of best. Hierarchy Am CEO at my company Minute made pulpy orange (Coca Cola) SWOT Analysis Strength Packing Hygienic For the patients of hepatitis Weakness: High cost Use in urban areas 6 month prevention period Opportunities:

New product Assortment Line extension Major area is launched Threats: Juice Chances of rejection Economic condition Natural disasters Description of Our Product Pulpy Orange is a popular drink among youngsters in Pakistan. It is healthy and very refreshing and very much in used. People like to drink in summer season and very much useable for the patients. We are introducing the Pulpy Orange in hygienic bottle packing as to save from germs. The strategic role of Pulpy Orange' in hygienic bottle packing in the market is 1. 2. To stay as for front in the market. To strengthen and satisfy the needs of new generation.

Situation Analysis Industry Analysis Pakistan is the developing country. The major drinks companies are Nestle, Pepsi, Maly etc. They are providing soft drinks in Pakistan at major level. The sales level of these companies is rapidly increase day by day. In Pakistan people really like to drink soft drinks so keeping in view we are launching Pulpy Orange' in plastic bottle packing. In Pakistan 25% peoples loved to drinks soft drinks in summer season.

Today while the soft drink industry value has increased in 2008. The volume sales of carbonated soft drinks has declined due to large proportion of consumer who are opting for the trend towards health air alternative in the functional drink segment (energy drink, milk and juices) as well as tetra packing juices and water. So in these circumstances a new arrival of Pulpy Orange in packing will create its place in the market easy. Marketing objectives The marketing objectives of the marketing plan are concerned around three criteria 1. To create a strong consumer awareness of our Pulpy Orange product.

2. To established wide brand recognition through the capture of market in the functional drinks. 3. To become the top market leader in that particular segmentation. Target Market Pulpy Orange is not a new product but we are launching in a new style. So keeping it in mind we should target the whole market on following basis. 1. Geographic segmentation 2. Demographic segmentation 3. Psychographic segmentation 4. Behavior segmentation Geographic segmentation Our product will be launched nationwide with emphasis on urban/metropolitan areas and adopted strategies for all geographic groups. Demographic segmentation We will attract males and children's especially between the age limits of 10 to 29 years. Three cups of orange juice a day over a 4week period can significantly increase HDL levels and improve a patient's LDL:HDL ratio, suggests this small study of healthy adults with moderate hypercholesterolemia Psychographic segmentation In this segment we will focus on the brand conscious, anchored in popular culture, inclined for differentiation and sophistication ,very tolerated person is that most of them independent on parents. No major responsibilities on their shoulders. Active life and importance of work and social life Behavior segmentation The usage rate is seasonal (peak in summer) daily bases and weekly basis and the user status will be those who are not use to drink Pulpy Orange from Nestle. There are also some regular users. Marketing program Product strategy Pulpy Orange in plastic bottle packing , pre bottled ready to drink Trade name: "Minute Maid" Brand personality : Funny, healthy .cool and energetic

Product life cycle Pulpy Orange is a low learning product .with a strong marketing promotion. Sales will Begin immediately and the benefits of the purchase are readily understood. Preservation of Pulpy Orange We can preserve Pulpy Orange by adding sodium benzoate by the ratio of 625ppm in one litter Promotion mix Samples Contests Points of purchase Allowances Discounts others Place (distribution strategy) Row will be distributed through these channels such as super markets, stores, foods stores Vending machines, discounts stores and from direct sales points Promotion strategy Objectives to invite strong awareness the launch of row through generation (10 to 29 years old)consumer as well as parents to win market position over top drinks Message Row is a healthy drink for sporty and young peoples who simply enjoy taking care of their body and life. Concept a good sprite in a body for the out of the ordinary peoples think outside the traditional row Media selection Before choosing the appropriate Medias, it is important to note that new generations only give partial attention to the media. They are typically using more than one communication media at a time that behavior is often called as multitasking advertisement.

Television: PTV, geo news, expresses news Radio: fm101.1, 106.2 Magazines: family magazine and pool Outdoors: bus, metro stations and bill boards Cost of advertisement 3 minutes add on different T.V channels and radio stations and magazine on different times Personal selling's Direct contact with retailers and salesman's Summing up Based on that analysis row appears to be a profitable and innovative product with a strong outlook for market .upon implementation of a marketing plan the row will regain increased market share and claim its targeted situational position of market leader in the functional drinks segment as well as keeping its long-standing consumer recognition

Positioning As Minute Maid pulpy orange is fresh juice, the more you show to the public the more you expect to sell. Due to the uniqueness Minute Maid pulpy orange is different from its competitors. Minute Maid makes a strong position in consumer mind due to its fresh juice production. Minute Maid positioned itself in the consumer minds that they are the only brand which use fresh fruits (principal raw material used in the production of Minute Maid Pulpy Orange). Product Minute Maid offering different variety of product. Such as Minute Maid Original, to expand their market Minute Maid needed to bring and introduce a new flavour with different taste. For example strawberry flavour, cherry's flavour. Price Minute Maid premium brand, these prices are set accordingly to the brand and position of the product. Price wise neither Minute Maid cheaper nor expensive, due to its uniqueness and taste and originality. Minute Maid is different in price quality and brand from its competitors. Promotion

Minute Maid pulpy orange continued with successful growth in supported by strong investment in sale support and campaign. They have to arrange stalls in different superstores to offer free sampling of Minute Maid to adults. Specially, the best time to promote Minute Maid is now, where lots of people coming to do shopping for Christmas. They also have to reach to the individual retailer and give them some incentive to place Minute Maid in Front shelf, where consumer can easily see and deserve the Minute Maid Brand.

Customer Targets Pulpy Orange juice does not have a specific target group in terms of geography. It has no boundaries as pertains to who can drink it. In terms of demography, the target group is children and young adults of the ages between 10 and 30 years. It is of greater use to men because it helps in regulating hypercholesterolemia. Marketing program Product strategy Pulpy Orange in plastic bottle packing , pre bottled ready to drink Trade name:"Minute Maid" Brand personality : Funny, healthy .cool and energetic Product life cycle Pulpy Orange is a low learning product .with a strong marketing promotion. Sales will Begin immediately and the benefits of the purchase are readily understood. Preservation of Pulpy Orange We can preserve Pulpy Orange by adding sodium benzoate by the ratio of 625ppm in one litter Promotion mix Samples Contests Points of purchase Allowances Discounts

others Place (distribution strategy) Row will be distributed through these channels such as super markets, stores, foods stores Vending machines, discounts stores and from direct sales points Promotion strategy Objectives to invite strong awareness the launch of row through generation (10 to 29 years old)consumer as well as parents to win market position over top drinks Message Row is a healthy drink for sporty and young peoples who simply enjoy taking care of their body and life. Concept a good sprite in a body for the out of the ordinary peoples think outside the traditional row Media selection Before choosing the appropriate Medias, it is important to note that new generations only give partial attention to the media. They are typically using more than one communication media at a time that behavior is often called as multitasking advertisement. Television: PTV, geo news, expresses news Radio: fm101.1, 106.2 Magazines: family magazine and pool Outdoors: bus, metro stations and bill boards Cost of advertisement 3 minutes add on different T.V channels and radio stations and magazine on different times Personal selling's

Direct contact with retailers and salesman's