SUPERIOR UNIVERSITY

Project of Marketing Plan

for New Product Launch

Preented to!

M" #$eha %ahid

Preented &$!
U'an #li Man(oor ))*)+
#&u&akar Sadee, ))*-)
Mohin #&&a ))*./
M"#rlan k$ani ))*00
Sai'a Rafi, Maih ))*-)
1
1o'2an$ na'e!
3 "M#NI# 4PVT5 Li'ited 1o'2an$
1o'2an$ logo!
Product na'e!
PEP UP 6UI1E
Product logo!

2
1ontent of 'arketing 2lan
Part! ) E7ecuti8e Su''er$
Part! 9 Pur2oe and Miion
Part! * Situational #nal$e
Product Market #nal$i
:itri&ution #nal$i
1o'2etitor #nal$i
;inancial #nal$i
Other #nal$i
Part! 0 Strateg$ and o&jecti8e
Marketing trateg$
Marketing o&jecti8e
Part! + Technical 2rogra''ed
Market
Product
Pro'otion
:itri&ution
Pricing
Other
Part! - <udget 2erfor'ance anal$i i'2le'entation
<udget and anal$i
I'2le'entation
Part! = #dditional conideration
3
E7ecuti8e Su''er$
The report explain the marketing plan for launching a fresh juice named Pep
up This product has been made by the K.MANIA (PVT) Limited Company
is improved from the ministry of health. In the beginning of the report we
have explained the mission and vision of the K.MANIA (PVT) Limited
Company. And then we have future carried out our. It will be introduce in the
market with the help of various promotional display advertisements and
distribution of fee samples to the general public and fnancial institution
This report examine that this product is initially launching in Lahores
domestic market the study included both primary and secondary research.
The primary study focused on a survey of the competitors and the liking and
disliking of the people. Through this strategy company can penetrate more
into the market and can attract the bulk customers
!or the purpose we have contracted "#$T analysis of the company to see
companys strength% weakness opportunities and threats. Then we have
explained the purpose benefts and objectives of the product.
Then we have made a marketing mix strategy for our product. #e have
divided market into di&erent segment and decided to target customers of all
ages.
#e have also paid special attention to packaging color and price of the
product. #e have decided to place the product in all the markets of 'unjab
specially canteen of college and universities
#e will promote our product through various means of advertisement. #e
shall also conduct market survey in near future to know the opinion of the
public about our product and developed our product accordingly.
4
The Mania 4P8t5 1o'2an$
Viion
><e the glo&al leader in cuto'er 8alue?
Miion
>To et world cla tandard in juice indutr$ through 2ro8iding a di8ere range
of high ,ualit$ 2roduct that are 2re2ared in according with Ila'ic 2rinci2al
er8ing to atif$ cuto'er tating and need and er8ing the ociet$?
The 3"Mania in Lahore
The Mania will commence its operation in Lahore from February 2011. The factory
facility has been founded on 25 canal area of land in the industrial area ferozepur Road
Lahore. The factory is epected to match the demand of our product. !e ha"e ensure
the installation of modern sophisticated and efficient e#uipment confirmin$ to the "ery
latest standard of %&ood Manufacturin$ 'ractices(
5
Introduction To >Pe2 u2?
'eople started too perished under the scorchin$ the heat of summer in our country they
need of ener$y drin) to refresh themsel"es Pe2 u2 is a fresh *uice product. +t pro"ide
ener$y and )eep fresh when feel wea) and tired after doin$ lot of wor) in whole day.
+t contains "itamin and proteins which is useful ener$y sources. ,itamins $i"es
freshness and proteins are the ener$y cells that are rechar$e the human body so they
wor) at their maimum.
The students employee and wor)ers all field of humans become tired due to the wor)
burden and sunli$ht which ma)e them feel lose. They need an ener$y drin) that ma)e
them ener$ize so they may be able to perform better a$ain and feel fresh.
Slogan
>Refrehing world?
Ingredient are!
Man$o apple pine apple banana $rapes mi
-rtificial colors
.tabilizers
-scorbic acid
/eta carotene
.u$ar
O&jecti8e
To increase mar)et shares
To increase the len$th of product line
6
To increase profit
To satisfy customer
To face the stron$ competitors
1urrent Market Situation
>Pe2 u2? is fresh *uice product that is $oin$ introduce in Lahore domestic mar)et. !e
are focusin$ to all le"els are $eneration. The price of Pe2 u2 is moderate because it is
for all
Market eg'entation
The consumer of %Pe2 u2? consists of the followin$s0
@eogra2hic!
- zone 1&ull ber$2 MM -lam road2 3efense4
/ zone 1&arden town2 Model town2 !ahdat road 4
5 zone 1Moon mar)et2 Multan road2 -llama +#bal town4
3 zone 16pper mall2 Railway station2 3harma 'ura
:e'ogra2hic!
7ids
8lders
'atients
8tc.
Our co'2etitor
7
The Pe2 u2 is currently facin$ "ery competiti"e en"ironment. /ecause already in mar)et
followin$ compotators are0
.hezan
9estle
/enz
5ountry
5oca cola 1aosis4
Product re8iew
The PEP UP is a"ailable in 250ml size and in different fla"ors
/anana
Man$o
&rapes
Mi
:ran$e
'ineapple
1OMPETITIVE REVIEA
PEP UP 1o'2etitor
The competitors of PEP UP are more than ten. .hezan and nestle are leadin$ mar)et
ri$ht now and other companies are also ha"e a $reat ima$e in mar)et. .hezan and
nestle ha"e loyal customer in all o"er the 'a)istan because both are from so many years
in mar)et. :ur aim to compete our all competitors in short period of tome
8
Our 'ain co'2etitor are and
1o'2etitorB Cualitie
&ood distributions channel
.o many fla"ors
.tandard and attracti"e pac)in$
Lar$e production and mar)et co"era$e
-"ailability in "arious wei$hts pac)in$
Price
Minimum price of *uice is 15 R.s
Place
.hezan has a lar$e mar)et share in 'a)istan
Sale
.ales 200;
1<ear endin$ =an 20104 2>2?>0;000
Pro'otion
They promote this product throu$h
a. 8lectric media
b. 'rint media
c. FM radio
d. !all chal)in$
9
Product
9estle be"era$es is product by nestle international
Cualitie of netle
a. lar$e promotion and mar)et co"era$e
b. lar$e ran$e of fla"ors
c. hi$h a"ailability
Place
9estle has a lar$e mar)et share in 'a)istan

1hange 8" 6une 9..D
1E;
Million
Sale
Re2orted
6anF6une
9../
Organic
growth
Re2orted 1ontant
currencie
@rou2 +99-= G*"+H F)"+H G9"DH
;ood I
&e8erage
0D*)* G*"0H F9".H G9"=H
E<IT
10
Margin
@rou2 )0")H J G*. &2 G*. &2
;ood I
&e8erage
)9"0H J G).&2 G9. &2
Earning
2er hare
Underl$ing 1E; )"0- J G*"+H GD"+H
-ll calculations based on non@rounded fi$ures
Strateg$
5reatin$ share "alue $lobal forum
&ood pricin$
/etter #uality
/y offerin$ different fla"ors
+ntensi"e distribution
-ttracti"e pac)a$in$
SAOT #nal$i of 3" Mania
Strength
Aeakne
O22ortunit$
Threat
Strength!
6pdated technolo$y plant
Auality product
.pecialist a"ailable for specialize tas) *obs
Bire eperience staff
Medical income of employee
'a)istani made
Tar$eted to low and middle class people
Reasonable price
8piry date abo"e si months
Aeakne
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9ew in *uice industry
.mall distribution networ)
.tron$ competitors
9o mar)et share
Limited eperience of customers
O22ortunitie
+ncrease the distribution networ)
-c#uirin$ the new technolo$y
Mar)et is "ery bi$ and attracti"e
Ta)e o"er the distributor
+ncrease demand of hi$h #uality of product due to Lahore bein$
a de"elop city
Threat
'olitical instability
9ew entrance of eitin$ competitors
.o many competitors
Retainin$ consumers
8conomic instability
+ncrease of $eneral sales ta
3e"elopment of plant
Marketing Strateg$ and O&jecti8e
The mar)etin$ strate$y is based on positionin$ of product in the mind of consumers.
'ro"idin$ hi$h #uality *uice to the customers.
!e will distribute our product on mass le"el so that we can
maimize the profitability.
)" Poitioning trategie
!e want to put our ima$e an on in the consumers mind as compare to
competitorCs product. !e want to tar$et the hi$h schoolC colla$e and $raduate
students and $o"ernment sector that ha"e to wor) hard and need to %Refresh(
them an instant2
12
9" Seg'entation
!e made the mar)et se$mentation on followin$ basses
&eo$raphic
3emo$raphic
'sycho$raphic
/eha"ioral
@eogra2hic eg'entation
Re$ion
5ity
Rural and semi urban areas
:e'ogra2hic eg'entation
-$e
Family size
&ender
+ncome
:ccupation
8ducation
P$chogra2hic eg'entation
.ocioeconomic classification 1.854
Life style
'ersonality
<eha8ioral eg'entation
:ccasions
/enefits
6ser status
13
6sa$e rate
Loyalty status
Readiness sta$e
-ttitude towards the product
*" Targeting
!e will tar$et the followin$ customers
7ids
<oun$sters
Mature
:ld a$e persons
Marketing Mi7
'roduct
'rice
'romotion
'lace
)" Product trateg$
3e"elop the lon$ term relationship with customers
&i"e "alues to the customers to deli$htin$ them
3o whate"er it tas) not satisfy the customers but retain our
customers
+n order to accomplish this ob*ecti"e2 the company has established
sales2 mar)etin$ and support teams.
Product 8ariet$
:ur product would be a"ailable in followin$ fla"ors
o :ran$e
14
o &rapes
o 'ine -pple
o Man$o
o /anana
o Mi fruit
o -pple
<rand na'e
The name of our product is %PEP UP(
Cualit$
Bi$h #uality assurance would be our first priority. This would be ensured by
+mplementin$ hi$h #uality standards
Total #uality mana$ement
-c#uisition of hi$h #uality raw materials
:eign
'ep up is the sweet2 'ep up *uice with an eye catchin$ tetra pac)
;eature
Bere are some features of our product
Fresh ori$inal fruit *uice
'ro"ide proteins and minerals
'ro"ide "itamins
/eneficial for )idney
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8cellent in taste
&i"es freshness
Tetra pac) protection pac)in$

Cualit$
Bi$h #uality assurance would be our first priority@hi$h performance would be0
+mplementin$ hi$h #uality standards
Total #uality mana$ement
-c#uisition of hi$h #uality raw mate
Packaging
'roduct units are pac)ed in D@layered Tetra /ric) -septic.
Si(e
:ur product is a"ailable in 250 ml pac).
*" Pricing Plan
:ur price includes custom ser"ices and other epenses. 'assa$e throu$h its life cycle
chan$es its price strate$y. To attain lar$e mar)et share prices should be at moderate
le"el to see) attraction of lar$e number of consumer
Pricing in Pakitan Ru2ee
Fruits cost Rs EF@
16
Factory o"er head Rs 5F@
Miscellaneous Rs 2F@
Retailer mar$in Rs 2F@
'rofit RsEF@
Total price Rs15F@
-ccordin$ to our abo"e pricin$ plan we ha"e decided to offer the product to customers at
Rs.1G.The price is "ery much competiti"e and offer is feasible enou$h to catch a lar$e
percenta$e of mar)et shares.
PRI1E #N: CU#LITY @RI:!
This $rid shows what pricin$ strate$y a firm is perusin$H
P
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L:!
B+&B
'R8.89T-T+:9 'R:365T
38,8L:'M89T
M-R78T
38,8L:'M89T
3+,8R.+F+5-T+:9
L:! B+&B
CU#LITY!
-ccordin$ to the abo"e $rid we are offerin$ hi$h #uality with low rate.
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0"1o''unication 2lan!
Pro'otion!
-ctually promotion is the first step when we are launchin$ a product. /ut we ma)e its
strate$y in last because we want our $ood ima$e in the mind of our customers.
1riteria for 2ro'otion0
:ur main ob*ecti"e to pro"ide0
-wareness
7nowled$e
Li)in$
'reference
purchasin$
1ore ource of 2ro'otion!
electronic media
print media
cable networ)
billboards
hoardin$s
ELE1TRONI1 ME:I#!
5B8998L T+M8 36R-T+:9 T:T-L
&8: 'rime time I 'ost prime time 1 min 1215000
18
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'rime time I 8arly day 1 min 1?0000
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98!8.
8arly day I 'rime time 1 min 1>5000
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98!.
8arly day I 'rime time 1 min 2?0000
TOT#L 9./....
PRINT ME:I#!
98!.
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19
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TOT#L -D*...
<ILL<OUR:S!
L:5-T+:9 .+J8 36R-T+:9 T:T-L 5:.T
38FF8958 20CCD0 1 M:9TB 250000
M-LL R:-3 20CCD0 1 M:9TB 215000
F8R:J'6R
R:-3
20CCD0 1 M:9TB >0000
20
+A/-L T:!9 20CCD0 1 M:9TB 115000
&6L/8R& 20CCD0 1 M:9TB 150000
TOT#L 9-+...
EO#R:IN@S!
L:5-T+:9 .+J8 36R-T+:9 T:T-L 5:.T
38FF8958 E0CC;0 1 M:9TB 1200000
M-LL R:-3 E0CC;0 1 M:9TB 1000000
+A/-L T:!9 E0CC;0 1 M:9TB 1000000
&6L/8R& E0CC;0 1 M:9TB 200000
TOT#L *0.....
1#<LE NETAOR3!
L:5-T+:9 T+M8 5:.T
&6L/8R& D000pm to 10000pm E0000
M6LT-9 R:-3 10000
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.cheme Mor 25000
!apda Town 20000
Total D+...
<ENE;ITS!
Followin$ are the additional benefits which are offerin$ to the customers to $i"e them
"alues0
&i"e fi"e rappers and $et one *uice pac)
'urchase ten pac) I $et one free *uice
+f you purchase one crate of *uice then you would able to participate in luc)y draw
for followin$0
PL#1E!
:itri&ution re8iew
To assure the a"ailability of its product L PEP UP L *uice has established affecti"e dealer
networ)
The main tar$et of these *uices is Lahore.
Manufacturer
3+.TR+/6T:R
22
The end consumer would then purchase %fresh %from the retailer. The distributors are the
most reliable distributor in the re$ion.
<U:@ETIN@!
..
9o
3escription -mount
1 5ost of land 25000000
2 Raw material 5000000
E .tationary 50000
G :ffice epenses 100000
5 Furniture 500000
D .taff salaries 50000
> Frei$ht inward char$es D0000
? Repair I maintenance 150000
; Research I de"elopment ;0000
10 Technolo$y 1000000
R8T-+L8R
5:9.6M8R
23
11 Mar)etin$ I media epenses DDG?DE0
TOT#L *D-0D-*.
1ONTROL!
This is the main and last element of the mar)etin$ plannin$ by usin$ this we can chec)
the standard of our product for the purpose of correctin$ any error if occurs
There are three main functions are performed under this element of plannin$0
Measurin$
5omparin$
5orrectin$
Meauring
!e can chec) mar)etin$ condition throu$h meanin$ in which different type of tas) may
be performed li)e
Sur8e$
Sur8e$ for the future!
+n order to learn weather people would li)e to buy our product2 we ha"e decided to
conduct a mar)et sur"ey in future so that we can assure that people li)e our product or
not.
1o'2aring!
+n controllin$ process we compare our product with our standards
1orrecting
+f any problem occurs then correctin$ process will ta)e place in witch we found that from
where the problem will arises.
24
)" Marketing organi(ation!
'ep upCs chief mar)etin$ officer2 hold o"erall responsibility for all the companyCs
mar)etin$ acti"ities so. There are other subordinates with him to help the sales
campai$ns2 trade and consumer sales promotion2 and public relation efforts.
9" #ction 2rogra'!
The %PEP UP? will be introduced in Ma$ .followin$ are summaries of the pro$rams we
will use durin$ this summer session to achie"e our stated ob*ecti"es.
Ma$ we will initiate ?02002000 rupees trade sales promotion campai$n to educate
dealers and $enerate ecitement for the product launch 2 and pro"ide sample crates to
our selected product re"iewers2 opinion leader and celebrities as part of our public
relation strate$y.
6une we will start with inte$rate print Ftele"ision campai$n. The campai$n will show how
many features the %'ep up( ha"e for users to reener$ize them.
6ul$ as the *uice ad"ertisement continues2 we will add consumer sales promotion by
includin$ them to our messa$e. !e will also support or retailer to increase our sales.
#ugut we plan to roll out a new ad"ertisement ha"in$ new "iews of customer throu$h
sur"ey who ha"e used our drin) which ill help to promote our *uice.
Reference!
SPE1ILY TE#N3S
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9-88M M-9.:R FR:M M-R78T+9& 38'-RTM89T
8M-+L0 9-88M M-9.:RM<M-+L.5:M
-.R.-!-9 1M-R78T+9& M-9-&8R4 -L@A-R9+ &R:6' :F 5:M'-9+8.
8M-+L0 aftstarMal#arni$roup.com
<i&liogra2h$!
www"'ickine$ "co'
www"wiki2edia"co'
www"Netle"co'
www"angrofood "co'
www"he(an"co'
www"'arketing"co'
'lease $i"e me or $uide me with your comments
6sman -li Manzoor
usman2rizMhotmail.com
contact no0 N;2E22G2G>?15
OOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOO
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