You are on page 1of 61

Marketing Project For A New Product Launch

1
Marketing Project For A New Product Launch

Executive Summary
This project focuses on the following areas:

1. Unilever’s Philosophy
2. Unilever’s Corporate Purpose
3. Unilever’s History
4. Market Overview for Cooking Oil Industry
5. PEST analysis for Cooking Oil industry
6. Unilever’s Analysis
7. Current Product Range Of Unilever
8. Internal Audit of DALDA
9. External Audit of HABIB as competitor
10. SWOT analysis of HABIB
11. Customer Audit
12. Market Segmentation
13. Assumptions
14. Marketing Objectives & Strategies for new product
15. Setting Marketing Objectives
16. Characteristics Of Products
17. Target Marketing & Market Segmentation
18. Market Potential
19. Market Positioning
20. Marketing Mix Strategies
21. Alternative Marketing Plan
22. Important activities of promotional plan
23. Objective of each promotional activity
24. Measurements, Review & control
25. References

2
Marketing Project For A New Product Launch

PREFACE

This project is an application of the marketing


concepts used as a business function by the oils,
divisions of Unilever Pakistan. The goal of
Marketing is to create customers’ satisfaction
profitably by building value- laden leaderships
with important customers. It calls on the
organizations to think “customer” and regard him
as a King.
We as students require an in depth insight into
creative world of marketing. We need to know
how vital role marketing plays in any
organization as they all reach out to satisfy
citizen and customer needs, providing them
values resulting in profits. Our aim was to
launch a complete new product in oil division of
Unilever and to design the strategies for the
introduction and promotion of this newly
launched cooking oil. The aim was also to
objectively analyze these principles as applied in
business environment in Pakistan.

3
Marketing Project For A New Product Launch

ACKNOWLEDGEMENT

Our heartiest gratitude to every 1 who


has helped us in carrying out this study
Special thanks to Sir. Sohail Kamran for
his much needed guidance. We are deeply
thankful to him for his value able
assistance

4
Marketing Project For A New Product Launch

UNILEVER’S PHILOSOPHY

“Success depends upon providing the


rite mix of international and local
brands for the local consumers.”

“International expertise means


we can focus relevant experience
and people on new markets-fast.”

“Research must be consumer


focused and technology
driven-a worldwide
commitment.”

“Our international competitive


strength is the depth and the
quality of our people and their
ability to network.”

5
Marketing Project For A New Product Launch

UNILEVER’S CORPORATE
PURPOSE:

“Our purpose in Unilever is to meet


everyday needs of people everywhere to
anticipate the aspirations of our
consumers and customers and to respond
creatively and competitively with branded
products and services which raise the
quality of life.

“Our deep roots in local cultures and


markets around the world are our
unparalleled inheritance and the
foundation of our future growth. We will
bring our wealth of knowledge and
international expertise to the service of
local consumers-a truly multi-local
multinational.

“Our long term success requires a total


commitment to exceptional standards of
performance and productivity, to working
together effectively and to a willingness
6
Marketing Project For A New Product Launch

to embrace new ideas and learn


continuously.

“We believe that to succeed requires the


highest standards of corporate behavior
towards our employees, consumers and
societies and world in which we live.”

“This is Unilever’s road to sustainable,


profitable growth for our business and
long-term value creation for our
shareholders and employees.”

7
Marketing Project For A New Product Launch

8
Marketing Project For A New Product Launch

Marketing Project

Submitted to:
SIR SOHAIL KAMRAN

Submitted By:
RABIA
MADIHA
SEHRISH
TABASSUM

COMPANY HISTORY
9
Marketing Project For A New Product Launch

Unilever Pakistan limited is a largest consumer products company in Pakistan. It was


born out of dream to Set-up in Pakistan an industry of excellence in 1948 as Lever
Brothers Pakistan Limited. Unilever Pakistan Limited is Manufacturing & Marketing its
Detergents, Personal Products, Tea, SCC Products & Ice Cream over 50 brands.

In line with global alignment strategy and in order to leverage the synergies of Unilever’s
International brand strength, market edge and corporate image, Lever Brothers
Pakistan Limited has change its name to Unilever Pakistan Limited, in August 2002

VISION STATEMENT

“Touching Hearts,
Changing Lives”

MISSION STATEMENT OF UNILEVER


• We are the leading consumers Products Company in Pakistan, a multination with deep
roots in the country.
• We attract and develop highly talented people who are excited, empowered and
committed to deliver double-digit growth.
• We serve the everyday needs of all consumers every where for foods, Hygiene and
Beauty through branded products and services that deliver the best quality and value.
• We strive to remain an ever simple and enterprising business
• We use our superior consumer understanding to produce break through innovation in
brands and channels.
• Our brands capture the hearts of consumer’s through outstanding communication.
• Through managing a responsive supply chain, we maximize value from suppliers to
customers.

CURRENT PRODUCT RANGE


10
Marketing Project For A New Product Launch

SSC
1. BRANDS

- DALDA BNASPATI
- DALDA COOKING OIL
- PLANTA COOKING OIL
- BLUE BAND MARGARINE
- INDUSTRIAL AND BAKERY FATS
- MELANGE

2. BEVERAGES

- PEARL DUST
- RED ROSE
- A-1 KARAK CHAP
- KENYA MIXTURE
- RICHBRU
- HOTEL CHAI
- LIPTON

3. HOME AND PERSONALCARE

a) Skin Cleaning:

- LUX
- LIFEBUOY
- FAIR & LOVELY SOAP

b) Fabric Wash:

- SURF EXCEL
- WHEEL

11
Marketing Project For A New Product Launch

c) Home Care:

- Vim Scorer
- Vim Bar
- VIM BAR
- MAGIC WHEEL

4. Personal Care

- FAIR AND LOVELY


- PONDS CREAM
- PONDS TALC
- SUNSILK SHAMPOO
- LIFEBUOY SHAMPOO

5. Oral Care

- CLOSE UP

12
Marketing Project For A New Product Launch

MISSION STATEMENT REGARDING EMPLOYEES:

We believe in trust, truth and outstanding teamwork. We value a creative and


fun environment.

- Over Rs. 20 billion of sales with household items


- More than 50 brands
- Over 2500 hundred employees
- Lever brothers is a part of Unilever , which is a Global company

UNI-LEVER IS COMMITTED TO TRAIN & DEVELOP ALL ITS


EMPLOYEES THROUGH

- Performance development planning


- Emphasizes on professional skills
- Managerial competencies
- Formal training events

13
Marketing Project For A New Product Launch

Per Share Income to shareholders:

OFFICERS
Musharaf hai (Chairman & chief executive)
Amar naseem ( seceratary)

TABLE 1.1
Recent stock performance
1 Week 4.0%
4 Weeks 18.2%
13 Weeks 38.3%
52 Weeks 69.9%
Earnings / Dividends (as of 9/30/02)

Earnings Dividends
Most Recent Qtr 76.86 59.00
Last 12 Months 132.7 96.50

Ratio Analysis

Price / Earnings Ratio 9.80 Dividend Yield 7.42%


Price / Sales Ratio 0.89 Payout Ratio 72.73%
Price / Book Ratio 14.46 % Held by Insiders N/A

Address

Fatima Jinnah Road


Karachi 75530
Pakistan

14
Marketing Project For A New Product Launch

Market Overview For Cooking Oil &Ghee Industry

Market share and number of customers:


The Corporation sells products in over 150 countries and has annual sales of approximately $ 46
billion (£31,5bn). Unilever controls subsidiaries in at least 90 countries and employs 295,000 (in
2000) people
• Demographic elements:
Unilever has products in all product lines for all age groups like confectioneries for kids, beauty
product for both male and female.
Unilever has products depending upon the regional/geographical differences for the countries in
which it is serving.

• Market Trends:
Market trend for cooking oil:

Market trend for Ghee:

15
Marketing Project For A New Product Launch

CURRENT MARKET SITUATION:


Current Market Situation:
Dalda is an imported stuff that’s why it cannot be calculated in terms of rupees.Total market size
is 1.5 million tons annually.Total market size is not growing as it should be,but total market
size/growing rate of Dalda is 5% per year.

Total Market Size of Dalda in previous years:


TABLE 1.2

Years Growth rate


(thsd.tons)
2003 51
2004 63
2005 71
2006 80
2007 89
2008 97

16
Marketing Project For A New Product Launch

Unilever’s Analysis

17
Marketing Project For A New Product Launch

Goal
Unilever goal is to add Vitality to life. We meet everyday need of nutrition, hygiene
and personal care with brands that help people to feel good, look good and get more out of life.
-

Culture
Our deep roots in local culture and in markets give us our strong relationship with
consumers and are the foundation for our future growth. We will bring our wealth of knowledge
and international expertise to the service of local consumers.

Strength
- Unilever is a multinational organization
- It deals with highly differential products
- Always provides innovative products
- Strong customer relationship

Weaknesses
- Its less focus on reshaping product

18
Marketing Project For A New Product Launch

Customer Analysis for Dalda

19
Marketing Project For A New Product Launch

Number
In the fiscal year of 2001 the estimates were 180000 metric tons. Imports were
expected to grow to 200000 metric tons for the following year. Imports were of US$ 1 billion
annually. The average annual growth rate for edible oil industry is 12.5% per annum for several
years.the demand for cookong oil is estimated to be grow at 5 % per annum

Type
- Home consumers
- Hotels
- Organizations
- Industries

Value drivers
We provide the best packing option by the following manner;
- Plastic bottles
- Steal coded seals
- Convenient to use

Decision Process
The decision process is very simple because of
- Simple decision
- Daily use product
- More frequently purchase

20
Marketing Project For A New Product Launch

INTERNAL AUDIT FOR


DALDA

21
Marketing Project For A New Product Launch

We will discuss 4 Ps of marketing mix for DALDA

PRODUCT

BRAND NAME:

DALDA cooking oil

QUALITY:

DALDA is providing excellent quality followed by ISO


The enterprise operates under the quality control system in compliance with the international
standard requirements of quality management system ISO 9001

PACKAGING:
DALDA introduced plastic bottles.
DALDA has also introduced different sizes of bottles for cooking oil packing.

22
Marketing Project For A New Product Launch

TABLE 1.4

AVAILABLE SIZES PRICES


1 LITER 250
2.5 LITER 450
5 LITER 850

PRICE
We are offering competitive introductory price which is mentioned below

• 750 for 5 litre cane

DISCOUNT:
We are offering discount 10 Rs each cane in order to capture maximum attention of our
target market

PAYMENT TERM AND FINANCE POSITION


• Not available

LEASING OPTION;

• Not available

PLACE
DISTRIBUTION CHANNEL:
• Distribution channel includes whole sellers grocery stores utility stores

LOCATION:

• All over Pakistan

LOGISTICS:

• Provide career service to place the product


23
Marketing Project For A New Product Launch

PROMOTION

ADVERTISING PLANS:
• Print Media
• Electronic Media
• Radio FM

PROMOTIONAL PROGRAMMES:

DALDA has survived over a long period of time by reaching its customers through different
promotional plans

• Superior marketing
• Advance communications
• Innovative radio programs
• Effective press usage
• Cinema
• DALDA’s cook book (VOL 1& 2)
• DALDA ka Dastarkhawan
• DALDA Cooking competition
• DALDA Food Show
• Free sampling

24
Marketing Project For A New Product Launch

External Audit

Main competitors:

• HABIB
• SEASONS
• RAFHAN
• SOYA SUPREME

Competitor analysis-HABIB COOKING OIL


Market Position:
TABLE 1.3
HABIB
FREQUENCY PERCENT VALID COMMULATIVE
PERCENT PERCENT
VALID PRICE 4 13.3 13.3 13.3
QUALITY 6 20.00 20.00 33.3
NUTRITION 9 30.00 30.00 63.3
AVAILABILITY 4 13.3 13.3 76.7
PACKAGING 7 23.3 23.3 100
TOTAL 30 100 100

25
Marketing Project For A New Product Launch

GRAPHICAL REPRESENTATION OF DATA LISTED ABOVE

120
FREQUENCY
100

80 PERCENT

60
VALID PERCENT
40
COMMULATIVE
20
PERCENT
0
N

L
Y

TY

G
E

TA
IO
IT
IC

IN
LI
AL

IT

TO
PR

G
BI
TR

KA
U

LA
Q

NU

C
AI
D

PA
LI

AV
VA

Explanation of graph:
The respondents on various attributes also favour HABIB as a strong competitor
of DALDA.13.3% purchase for its price, 20% for its quality , 30% for its nutrition 13.3 %
purchase it for DALDA’s unavailability and 23.3% for its packaging

STRENGTH:

- Second largest oil brand


- Asli ghee smell

WEAKNESS:

- Less innovative
- Less sales

26
Marketing Project For A New Product Launch

SWOT Analysis for HABIB

Strength
• Hygienic oil
• High volume or sale
• Number one brand
• New idea of packaging

Weaknesses

• Concentrate on economy pack


• Target on the housewives
• Ignore industrial consumer

Opportunities
• Large market share
• High profit
• New investment
• New innovation

Threats

• Value shift
• New product
• Intense competition
• New competitor

27
Marketing Project For A New Product Launch

Market Segmentation

28
Marketing Project For A New Product Launch

Description

 Premium
 Females between the ages of (25-35) years
 Mothers playing an influential role in decision making
 A household of four and more
 Target personality include low income segment as well (loose and mid-price)

Table 1.4

s a le s p r o p o r tio n

23%
t in s
pouc hes
53%
24% lo o s e

Pest

analysis for cooking oil industry


Climate

29
Marketing Project For A New Product Launch

Political Factors:
• Democracies are under pressure to show that they can protect the health of their
population.
• Global society is under pressure to demonstrate it can mobilize resources to
effectively tackle global social problems.
• Tackling health problems requires long term thinking, complex partnerships and
innovative forms of organization.
• Health suffers more in wars and other complex consequences.

Economical Factors:

• Rising price of palm oil


• Purchasing power is affected by the inflation
• Import of palm oil is affected by dollar exchange rate

Social factors:

• Health is important to people-consistently regarded by rich or poor


• There is a complex interaction between the right of an individual good health; the right of
community to protect itself against health threats; and its responsibility to provide for the
health of its members.
• Health protection requires across the society professions organizations etc. public health
relies on public support of its “licenses to operate” and its ability to change behavior.

30
Marketing Project For A New Product Launch

Technological factors:

• Health problems are always dynamic and sometimes this change is unpredictable. Health
interventions can lead to new health hazards.
• Without knowledge about health, there can be no response to health threats.
• Technology is poorly distributed in areas where people are unable to create demand for it
effectively.
• New technologies are the result of increasingly sophisticated processes and currently
seem to be of decreasing cost effectiveness.
• New technologies pose poorly-understood risks as well as offering hard to qualify
benefits
• Information technology has a potential to revolutionize the disseminations of knowledge
about health.

31
Marketing Project For A New Product Launch

ASSUMPTIONS:
It is assumed that the political, economical, and social condition will remain same during the
whole year in which the product is launched e-g market price of palm seeds.

32
Marketing Project For A New Product Launch

MARKETING OBJECTIVES
& STRATEGIES FOR NEW
PRODUCT:

Marketing Objectives:

1. Sales objective:
33
Marketing Project For A New Product Launch

Sales of worth Rs.2500000 for initial 12 months by doing promotional and introduction
activities

.
2. Profitability Objective:
To earn profit of 10% of sales initially.

3. Market Share Objective:


To attain 05-10% market share for initial one year.

4. Customer Satisfaction:
We plan to provide our customers with the best of quality, health and convenience, at low
and affordable prices.

Ways
Planned To
Adopt To Help Improve Our Customer Service:

1. Stay in contact with customers on a regular basis


2. Create a customer focus group by inviting 10 to 20 loyal customers to meet regularly.
34
Marketing Project For A New Product Launch

3. Have a web site that is easy to navigate. Add a frequently asked question's "FAQ" page
and explain anything that might confuse your customers or visitors.
4. Resolve customer complaints quickly and completely. Answer all e-mail and phone calls
within a few hours.
5. Not to make customers or visitors hunt for contact information. Make it easy for them to
contact us.
6. Give our employees bonuses or incentives to practice excellent customer service. Tell
employees to be flexible with each individual customer, each one has different concerns,
needs and wants.
7. Give your customers more than they expect.
8. Reward in points -- give customers a point for every rupee they spend.

35
Marketing Project For A New Product Launch

BRAND AWARENESS

COMPANY NAME: UNILEVER

36
Marketing Project For A New Product Launch

BRAND NAME: A GIFT FOR THE NEW MILLENIUM-OMEGA 3


ALGAE
COOKING OIL

CATEGORY: COOKING OIL

AVAILABLE SIZES:

• 1 LITER
• 2.5 LITER
• 5 LITER

PACKAGING:

• PLASTIC BOTTLES

MAJOR CITIES INITIALLY TARGETED:

• LAHORE
• ISLAMABAD
• KARACHI
• PESHAWAR
• RAWALPINDI
MARKET SEGMENTATION

ALGAE COOKING the following OIL will segment their market on criteria

GEOGRAPHIC SEGMENTATION:
(a) REGION:

37
Marketing Project For A New Product Launch

•Country –wise
•Province-wise
• City-wise etc

DEMOGRAPHIC SEGMENTATION:
(a) AGE:
• Under 25, 25-45,over 45
(b)Gender:
• Male, Female
(c) Income:
• A-F households with class A households having the highest
income and class F having the lowest.
(d)Education:
• Uneducated, Primary
school,Matriculation,Intermediate,Bachlors,Masters ,PhD

PSYCHOGRAPHIC SEGMENTATION:
(a) SOCIAL CLASS:
• A-F households –A being upper class and F being the lower
class
BEHAVIORAL SEGMENTATION:
(a) Purchase Occasion:
• Regular occasion
• Special occasion

(b) Benefits Sought:


• Quality
• Service
• Economy

(c) User Status:


• Nonuser
• Ex-user
• Potential user
• Regular user

(d) Loyalty Status:

38
Marketing Project For A New Product Launch

• None
• Medium
• Strong
• Absolute

39
Marketing Project For A New Product Launch

TARGET MARKET:

GEOGRAPHIC

(a) Region:
Algae cooking oil will be a nation-wide brand and it will target all areas in urban Sindh, Punjab
and N.W.F.P

40
Marketing Project For A New Product Launch

DEMOGRAPHIC
(a) AGE:
• 25-45

(b) GENDER;
• Traditional female house wives

(c) INCOME:
• Households A with income range..20000 and above
• Households B* with income range…10000-15000
• Households C** with income range….7000-10000

(d) EDUCATION:
• Atleast Matriculatio

PSYCHOGRAPHIC

(a) Social Class:


• Households A & B*

(b) LIFE STYLE & PERSONALITY:


• ALGAE cooking oil will be targeted to those households who are more or less in
25 -45 age group .This women is traditional but educated at least Matriculation
and loves to take care of her family. She is quality conscious and health
conscious and will be prepare to pay a premium price for good quality products

PRODUCT POSITIONING
A GIFT FOR THE NEW MILLENIUM
ALGAE COOKING OIL

41
Marketing Project For A New Product Launch

EAT HEALTHY LIVE HEALTHY

EAT HEALTHY LIVE HEALTHY

42
Marketing Project For A New Product Launch

• Have a vastly improved memory


• Improve your quality of life
• Feel great
• Look great
• Have healthy smooth skin
• A strong immune system
• A positive out look on life
• Have more get up and go than you have ever had
• Have thick healthy hair

MARKETING MIX STRATEGY FOR

OMEGA 3 ALGAE COOKING OIL

43
Marketing Project For A New Product Launch

The Marketing Mix is the set of marketing tools that work together to affect the market.
The four elements of the Mix are, of course the Product ITSELF; the Price at which it is
offered for sale in the market; the Place or how the product is distributed; and the
Promotion which brings the product to the attention of the customers, arouses his/her
interest, builds up the desire for the product and finally moves him/her to act /purchase the
product.
The following section of this project will deal the Marketing Mix used by UNILEVER for
its new brand ALGAE COOKING OIL.

PRODUCT

44
Marketing Project For A New Product Launch

Anything that can be offered to the market for attention,


acquisition, use or consumption that might satisfy a want or need

PRODUCT

PRODUCT CLASSIFICATION:
ALGAE COOKING OIL is a consumer product.

PRODUCT ATTRIBUTES:
Product Quality:
Unilever promises the highest quality of all of its products. As such ALGAE COKING OIL is
also manufactured to the highest standards. The consistency in Unilever promises and delivered
products please customers.

Product Features:
45
Marketing Project For A New Product Launch

Algae Cooking Oil offers two new best features for the new millennium; the power of algae
and the omega 3.
Omega 3 algae oil is nutritionally identical to fish oil. It contains DHA and EPA. But it is not an
animal product. It conserves fish resources while providing us with an excellent source of omega
3 essential fatty acids. Algae oil could replace both fish oil and flaxseed oil as an omega 3
supplement now
The algal-oil feed stock that is used to produce bio diesel can also be used for fuel directly as
Straight Vegetable Oil(SVO)

The algal-oil feedstock that is used to produce biodisel can also be used for fuel directly as
"Straight Vegetable Oil", (SVO). The benefit of using the oil in this manner is that it doesn't
require the additional energy needed for transesterification,

PRODUCT SERVICES PERSONNEL IMAGE


TOTAL Packs/tins of Cookery Advisory Social and
CUSTOMER omega 3 algae program service Esteem needs
VALUE oil met

Product Design:
Unilever has once again compliance with its customer oriented policy by
introducing a new brand; omega 3 cooking oil in its current product line, that’s a
unique product with enriched features. It is altogether a new product, packaged in a
one liter polyjar.

Attributes Effects & Ingredients


consistency light
vitamins A,D,E
Fatty acids EPA Omega 3
Energy power Algae(Chlorella)
Color of the Product Dark

Packaging:
46
Marketing Project For A New Product Launch

All Unilever product’s packaging are imported. Even the ink used on packaging is imported. The
packaging is of the highest standards; at least in the local market. Omega 3 Algae oil is available
in tins, bottles and poly-bags. All packages are clearly and legibly labeled as to contents and
ingredients. All packages are easy and safe to use. The omega 3 cooking oil packaging color is
transparent with green and black labels.

Branding:
There are typically four levels of meaning conveyed by Unilever about its new product in
cooking oil range.

Levels Brand –Omega 3


algae Cooking oil
Attributes Premium quality, high
prestige
Benefits Tasty food, cooking
ease
Values Motherly love, tradition
Personality Cooking expert
mother,housewifes

Brand Strategy:

Existing product category New product Catgory


Existing Brand
Names
Line Extension Brand Extension

Dalda sunflower
Dalda cookoing oil
Dalda lajawab
47
Multi Brand New Brand
Dalda planta cooking Omega 3 Algae Cooking
oil Oil
Marketing Project For A New Product Launch

PRICE

48
Marketing Project For A New Product Launch

The amount of money charged for a product or service, or the


sum of the values that consumers exchange for the benefits of
having or using the product or service.

PRICE
Unilever’s marketing objective is primarily to tap the upper middle class and upper class
segments.For this Unilever has to achieve Product Quality Leadreship in doing so they have to
incur more R&D costs.To cover these costs Umilever has to follow the Value Based Pricing
and Premium Based Strategies.
The following grid summarizes the above discussion on pricing strategy.

Higher Prices Lower prices

Higher quality
Premium strategy Good Value strategy
Value based pricing

Lower Quality Overcharging strategy Economy strategy

49
Marketing Project For A New Product Launch

PLACE

50
Marketing Project For A New Product Launch

The set of people and firms involved in the transfer of the title to
a product as the product moves from producer to ultimate
consumer or business user

PLACE:
UNILEVER PAKISTAN believes in synergy, that is a perfect blend of all the
components of marketing mix. Proof lies in it having the most efficient and the
largest distribution (networks) system in our country
Multiple distribution channels are to be used for omega 3 algae cooking oil.

Channel Levels:
Multiple distribution channels are used by Unilever are as follows

Factory Depot Distributor wholeseller


Retailer

Customer
51
Marketing Project For A New Product Launch

Sales Setup:

Sales Controller

GSM TMM

Branch Manager Sales Category

Area Manager

LDM or Territory Managers & JMs

PROMOTION

52
Marketing Project For A New Product Launch

Element in an organization’s marketing mix that serves to


inform, persuade and remind the market of a product and
the organization selling it.

Unilever being the market –oriented and the customer-oriented company its
marketing efforts are relatively the most.
The most concentrated promotion techniques used are television and
advertisements
For omega 3 Algae cooking oil the marketing used will be Visibility marketing and
Media marketing.

VISIBILITY MARKETING:
Omega 3 algae cooking oil will concentrate more on visibility and availability. this
includes print advertisements, price cards, posters at vendor’s shops, sign
boards,buntings,flags etc

MEDIA MARKETING:
Unilever will use different newspapers and magazines for promoting omega 3
cooking oil but the major emphasize will be on advertisements shown at the times

53
Marketing Project For A New Product Launch

loving mothers are watching TV. The ads also run at different times of the day
specially between 6.30 to 7.30

It reads: Eat Healthy Live Healthy

The message concentrates on aroma, taste, healthy and happy cheerful life.The
theme wsas image building. It informs about the product and persuades the
consumers to buy it.
The color of the omega 3 cookimg oil is lightened as buyers prefer light oil.It will
get little support due to strong competition from the likes of corn oil, canola oil,etc
therefore not much of the advertising budget, rather promotional efforts are
allocated towards it. These ads emphasize lighteness and the strong energy source
i.e algae as a main ingredient of the omega 3 algae cooking oil .

SALES PROMOTION:
Unilever will also play its role in promoting omega 3 algae cooking oil by
arranging different events like cooking contests games and shows

PERSONAL SELLING:
Unilever will adopt personal selling in order to introduce and promote omega 3
algae cooking oil. It will also try to come up with consumer promotion by giving
trade off to the retailers.

OTHER MEDIUMS:
Print ads in magazines such as Women’s Own, She, etc, and those read by average
but literate house wives. Buntings, posters, trade flags(hung at the retailers)
inducing consumers to try the latest taste for omega 3 algae cooking oil.
Besides this the cookery programs shown on TV will be a good promotion tactic as
these programs will show omega 3 algae cooking oil use in different Pakistani as
well as other countries’ popular dishes. In this way the viewers will remember the
brand name through the message “gift for the new millennium; eat healthy live
healthy”.
The symbol and the color of the bottle of omega 3 algae cooking oil is also a good
way to communicate to the consumer who can’t read but can easily recognize the
bottle by the algae symbol or the green and black color scheme.
The unique and attractive design of the bottles is also a way of consumers’
persuasions for new omega 3 algae cooking oil.
Different sizes (plastic bottles of 5, 2.5 & 1 liter) are available for the convenience
of consumers and target all segments of the market
54
Marketing Project For A New Product Launch

Alternative marketing plan:


If Omega 3 Algae cooking oil does not go well in market than the alternative market plan to
reintroduce Omega 3 Algae Cooking Oil will be:

Product
Change in color of oil:
If the consumers bothered about the dark color of the cooking oil than unilever will go
for the lightining of color of the Omega 3 Algae Cooking oil in ordre to give the effect of
lightness for more health conscious consumers.

Change in Packaging size:


Unilever has launched three different packaging sizes of 1 liter, 2.5 liter, 5 liter
respectively.It can introduce 0.5 liter poly jar in order to attract middle class and budget
conscious consumers.
55
Marketing Project For A New Product Launch

Price

Discount offerings:
Unilever can offer discunt to its customers in order to attract more number of
customers.
Reduction in prices:
Unilever can go for market penetration strategy by offering less prices.

Promotion
Tokens and Gift hampers:
Unilever can offer tokens on purchasing Omega 3 Algae Cooking Oil and also give gift
hampers by a lucky draw to its customers.

Place
Wide Distribution:
Unilever can adopt wide distribution by franchising.
.

Important Activities of Promotional Plan:


Following are the activities of the promotional plan for the Algae cooking
oil.

Starting Ending Responsible


Sr.No Activity Budget Department
Date Date Personnel
01. Jan 01,10 Jan 15,10 Finance 7000000 Mr.Aziz Mirza finance
arrangement

56
Marketing Project For A New Product Launch

02. Feb 01,10 March Electronic and 2500000 Miss.Sehrish Marketing


31,10 Print media
advertisements

03. April 05 June Billboards and 1500000 Miss.Rabia Marketing


30,10 hoardings

04. July 02,10 Sep 15,10 Free sampling 500000 Mr.Amir Marketing
of the 50 ml
oil bottle

05. Sep 11,10 Nov Live cooking 650000 Miss.Madiha Marketing


20,10 shows in
different cities

06. Nov 25,10 Dec Personnel 1250000 Miss.Tabassum Marketing


31,10 Selling

Objective of each Promotional activity:

Activity. No Objective of each Promotional Activity


01. Finance It is to assure that the required finance is issued from the finance department
Arrangement for promotional plan and activities.

57
Marketing Project For A New Product Launch

02. Electronic This activity is the aggressive marketing campaign for the launch of the Algae
and print cooking oil. People will be able to get to know about the new oil, its qualities
media and better health ingredients.
Advertisement

03. Billboards It’s also the part of marketing campaign where hug\e billboards are installed
and at signals and places where people can view the Algae cooking oil’s
Hoardings advertisements.

04. Free Free sampling is to introduce the Algae cooking oil to the local markets by
sampling asking people to check the taste of the Algae cooking oil.

05. Live This activity is also for the introduction of Algae cooking oil to those
cooking shows customers which do not have the facility to watch advertisements on TV or
in different those who are illiterate.
cities

06. Personal It is to sale at cost by the company for the introduction of the Algae cooking
selling oil initially in market.

58
Marketing Project For A New Product Launch

MEASUREMENT REVIEW AND


CONTROL

In case there are certain deviations in the market situation then the organization has
to take certain precautionary steps in order to control and manage those immediate
changes as follows...

Performance
How to set the What to check&
Task The standard measurement
standard how to control
& review
1. To achieve Sales target per Analysis of Comparison of Significant
personal sales period of time for territorial individual shortfall between
targets individual groups potential, salesperson's target and
and or products individual product sales achievement over
customers against targets meaningful period
potential. of time
59
Marketing Project For A New Product Launch

Discussion and
agreement
between
salesperson and
manager.
Analysis of
Achievement of
individual
specified range Failure to achieve
customer record
2. To sell the and quantity of Scrutiny of agreed objectives.
of potential and
required range sales to a individual Complacency
present sales.
and quantity to particular customer records. within range of
Discussion and
individual customer or group Observation of sales made to
agreement
customers of customers selling in the field. individual
between
within a time customers.
salesperson and
period
manager.
Analysis of High ratio of calls
To achieve
individual to an individual
appropriate call Scrutiny of
3. To plan customers customer relative
frequency on individual
journeys and call potential. Analysis to that customers
individual customer records.
frequencies to of order/call yield. Shortfall on
customers. Analysis of order/
achieve minimal ratios. Discussion agreed total
Number of live call ratio.
practicable selling and agreement number of calls
customer calls Examination of
cost between made over an
during a given call reports.
salesperson and agreed period of
time period
manager. time.
Identify total
Shortfall in
Number of number of Examination of
number of
prospect calls potential and call reports,
prospect call from
during a time actual customers records of new
4. To acquire new agreed standard.
period. Selling that could accounts opened,
customers Low ratio of
new products to produce results. ratio of existing to
existing to
existing Identify potential
potential
customers. opportunity areas customers.
customers.
for prospecting.

60
Marketing Project For A New Product Launch

To exercise the
Standard to be Regular Failure to identify
necessary skills
agreed in observations of objectives of each
and techniques
discussion field selling using stage of sales
5. To make a sales required to
between manager a systematic approach, identify
approach of the achieve the
and salesperson analysis of specific areas of
required quality identified
related to performance in skill weakness, use
objective.
company each stage of the of support
Continuous use of
standards. sales approach. material.
sales material.

61