1

SUPERIOR UNIVERSITY
Project of Marketing Plan
for New Product Launch

Presented to:

Ms. Ayesha Zahid

Presented by:

Usman Ali Manzoor

11315

Abubakar Sadeeq

11361

Mohsin Abbas

11309

M.Arslan kyani

11344

Saima Rafiq Masih

11361

Company name:

K .MANIA (PVT) Limited Company

Company logo:

Product name:

PEP UP JUICE

Product logo:

Contents of marketing plan

Part: 1 Executive Summery
Part: 2 Purposes and Mission
Part: 3 Situational Analyses

Product Market Analysis

Distribution Analysis

Competitor Analysis

Financial Analysis

Other Analysis

Part: 4 Strategy and objective

Marketing strategy
Marketing objectives

Part: 5 Technical programmed

Market
Product

Promotion

Distribution

Pricing

Other

Part: 6 Budget performance analysis implementation

Budget and analysis

Implementation

Part: 7 Additional considerations

Executive Summery
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 financial 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
For the purpose we have contracted SWOT analysis of the company to see
companys strength, weakness opportunities and threats. Then we have
explained the purpose benefits and objectives of the product.
Then we have made a marketing mix strategy for our product. We have
divided market into different segment and decided to target customers of all
ages.
We have also paid special attention to packaging color and price of the
product. We have decided to place the product in all the markets of Punjab
specially canteen of college and universities
We will promote our product through various means of advertisement. We
shall also conduct market survey in near future to know the opinion of the
public about our product and developed our product accordingly.

The Mania (Pvt) Company

Vision
Be the global leader in customer value

Mission
To set world class standard in juice industry through providing a diverse range
of high quality products that are prepared in according with Islamic principals
serving to satisfy customers tasting and need and serving the society

The K.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 expected to match the demand of our product. We have ensure
the installation of modern sophisticated and efficient equipment confirming to the very
latest standard of Good Manufacturing Practices

Introduction To Pep up
People started too perished under the scorching the heat of summer in our country they
need of energy drink to refresh themselves Pep up is a fresh juice product. It provide
energy and keep fresh when feel weak and tired after doing lot of work in whole day.
It contains vitamin and proteins which is useful energy sources. Vitamins gives
freshness and proteins are the energy cells that are recharge the human body so they
work at their maximum.
The students employee and workers all field of humans become tired due to the work
burden and sunlight which make them feel lose. They need an energy drink that make
them energize so they may be able to perform better again and feel fresh.

Slogan
Refreshing world

Ingredients are:

Mango apple pine apple banana grapes mix

Artificial colors

Stabilizers

Ascorbic acid

Beta carotene

Sugar

To increase market shares

To increase the length of product line

Objectives

To increase profit

To satisfy customer

To face the strong competitors

Current Market Situations

Pep up is fresh juice product that is going introduce in Lahore domestic market. We
are focusing to all levels are generation. The price of Pep up is moderate because it is
for all

Market segmentations
The consumer of Pep up consists of the followings:

Geographic:

A zone (Gull berg, MM Alam road, Defense)

B zone (Garden town, Model town, Wahdat road )

C zone (Moon market, Multan road, Allama Iqbal town)

D zone (Upper mall, Railway station, Dharma Pura

Demographic:

Kids
Elders

Patients

Etc.

Our competitors

The Pep up is currently facing very competitive environment. Because already in market
following compotators are:

Shezan
Nestle

Benz

Country

Coca cola (aosis)

Product review
The PEP UP is available in 250ml size and in different flavors

Banana
Mango

Grapes

Mix

Orange

Pineapple

COMPETITIVE REVIEW
PEP UP Competitors
The competitors of PEP UP are more than ten. Shezan and nestle are leading market
right now and other companies are also have a great image in market. Shezan and
nestle have loyal customer in all over the Pakistan because both are from so many years
in market. Our aim to compete our all competitors in short period of tome

Our main competitors are

and

Competitors Qualities

Good distributions channel

So many flavors

Standard and attractive packing

Large production and market coverage

Availability in various weights packing

Price
Minimum price of juice is 15 R.s
Place
Shezan has a large market share in Pakistan
Sales
Sales 2009
(Year ending Jan 2010)

2728709000

Promotion
They promote this product through
a.
b.
c.
d.

Electric media
Print media
FM radio
Wall chalking

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Product
Nestle beverages is product by nestle international

Qualities of nestle
a. large promotion and market coverage
b. large range of flavors
c. high availability

Place
Nestle has a large market share in Pakistan

Change vs. June 2008

CHF
Millions
Sales
Group
Food &
beverages
EBIT

Reported
Jan-June
2009
52267
48313

Organic Reported Constant

growth
currencies
+3.5%
+3.4%

-1.5%
-2.0%

+2.8%
+2.7%

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Margin
Group
14.1%
Food &
12.4%
beverages
Earning
per share
Underlying CHF 1.46

_
_

+30 bps
+10bps

+30 bps
+20 bps

+3.5%

+8.5%

All calculations based on non-rounded figures

Strategy

Creating share value global forum

Good pricing
Better quality
By offering different flavors
Intensive distribution
Attractive packaging

SWOT Analysis of K. Mania

Strength
Weakness
Opportunity
Threats
Strengths:

Weakness

Updated technology plant

Quality product
Specialist available for specialize task jobs
Hire experience staff
Medical income of employee
Pakistani made
Targeted to low and middle class people
Reasonable price
Expiry date above six months

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New in juice industry

Small distribution network
Strong competitors
No market share
Limited experience of customers

Opportunities

Increase the distribution network

Acquiring the new technology
Market is very big and attractive
Take over the distributor
Increase demand of high quality of product due to Lahore being
a develop city

Political instability
New entrance of exiting competitors
So many competitors
Retaining consumers
Economic instability
Increase of general sales tax
Development of plant

Threats

Marketing Strategy and Objectives

The marketing strategy is based on positioning of product in the mind of consumers.
Providing high quality juice to the customers.
We will distribute our product on mass level so that we can
maximize the profitability.

1. Positioning strategies
We want to put our image an on in the consumers mind as compare to
competitors product. We want to target the high school collage and graduate
students and government sector that have to work hard and need to Refresh
them an instant,

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2. Segmentation
We made the market segmentation on following basses

Geographic
Demographic
Psychographic
Behavioral

Geographic segmentation

Region
City
Rural and semi urban areas
Demographic segmentation

Age
Family size
Gender
Income
Occupation
Education

Psychographic segmentation

Socioeconomic classification (SEC)

Life style
Personality

Behavioral segmentation

Occasions
Benefits
User status

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Usage rate
Loyalty status
Readiness stage
Attitude towards the product

3. Targeting
We will target the following customers

Kids
Youngsters
Mature
Old age persons

Marketing Mix

Product
Price
Promotion
Place

1. Product strategy

Develop the long term relationship with customers

Give values to the customers to delighting them
Do whatever it task not satisfy the customers but retain our
customers
In order to accomplish this objective, the company has established
sales, marketing and support teams.

Product variety
Our product would be available in following flavors
o Orange

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o
o
o
o
o
o

Grapes
Pine Apple
Mango
Banana
Mix fruit
Apple

Brand name
The name of our product is PEP UP

Quality
High quality assurance would be our first priority. This would be ensured by

Implementing high quality standards

Total quality management
Acquisition of high quality raw materials

Design
Pep up is the sweet, Pep up juice with an eye catching tetra pack

Features
Here are some features of our product

Fresh original fruit juice

Provide proteins and minerals
Provide vitamins
Beneficial for kidney

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Excellent in taste
Gives freshness
Tetra pack protection packing

Quality
High quality assurance would be our first priority-high performance would be:

Implementing high quality standards

Total quality management

Acquisition of high quality raw mate

Packaging
Product units are packed in 6-layered Tetra Brick Aseptic.

Size
Our product is available in 250 ml pack.

3. Pricing Plan
Our price includes custom services and other expenses. Passage through its life cycle
changes its price strategy. To attain large market share prices should be at moderate
level to seek attraction of large number of consumer

Pricing in Pakistan Rupees

Fruits cost

Rs 3/-

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Factory over head

Rs 5/-

Miscellaneous

Rs 2/-

Retailer margin

Rs 2/-

Profit

Rs3/-

Total price

Rs15/-

According to our above pricing plan we have decided to offer the product to customers at
Rs.14.The price is very much competitive and offer is feasible enough to catch a large
percentage of market shares.

PRICE AND QUALITY GRID:

This grid shows what pricing strategy a firm is perusing;

PRICE

LOW

HIGH

PRESENTATION

PRODUCT
DEVELOPMENT

MARKET

DEVELOPMENT

DIVERSIFICATION

LOW

QUALITY:
According to the above grid we are offering high quality with low rate.

HIGH

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4.Communication plan:
Promotion:
Actually promotion is the first step when we are launching a product. But we make its
strategy in last because we want our good image in the mind of our customers.

Criteria for promotion:

Our main objective to provide:

Awareness
Knowledge

Liking

Preference

purchasing

Core sources of promotion:

electronic media
print media

cable network

billboards

hoardings

ELECTRONIC MEDIA:

CHENNEL

TIME

DURATION

TOTAL

GEO

Prime time & Post prime time

1 min

1215000

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DUNIYA
NEWS

Prime time & Early day

1 min

180000

AJJ
NEWES

Early day & Prime time

1 min

175000

SAMAA
NEWS

Early day & Prime time

1 min

280000

TOTAL

2090000

PRINT MEDIA:

NEWS
PAPER

PAGR

COLOR
OR

SIZE

DAILY
BASIS

WEEKLY
BASIS

CHARGES

BLACK &
WHITE
JANG

FRONT

COLORED

STANDARD
SIZE

DAILY

18600

EXPRESS

MID

COLORED

STANDARD

DAILY

5000

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SIZE
DIN

FRONT

COLORED

STANDARD
SIZE

DAILY

15000

THE
DAILY
TIMES

BACK

COLORED

STANDARD
SIZE

DAILY

17500

NAWA-EWAQAT

BACK

COLORED

STANDARD
SIZE

DAILY

15000

AKHBARE-JAHAN

BACK

COLORED

FULL

WEEKLY

TOTAL

600000

683000

BILLBOURDS:

LOCATION

SIZE

DURATION

TOTAL COST

DEFFENCE

2060

1 MONTH

250000

MALL ROAD

2060

1 MONTH

215000

FEROZPUR
ROAD

2060

1 MONTH

70000

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IQBAL TOWN

2060

1 MONTH

115000

GULBERG

2060

1 MONTH

150000

TOTAL

265000

HOARDINGS:

LOCATION

SIZE

DURATION

TOTAL COST

DEFFENCE

3090

1 MONTH

1200000

MALL ROAD

3090

1 MONTH

1000000

IQBAL TOWN

3090

1 MONTH

1000000

GULBERG

3090

1 MONTH

200000

TOTAL

3400000

CABLE NETWORK:

LOCATION

TIME

COST

GULBERG

6:00pm to 10:00pm

30000

MULTAN ROAD

10000

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Scheme Mor

25000

Wapda Town

20000

Total

85000

BENEFITS:
Following are the additional benefits which are offering to the customers to give them
values:

Give five rappers and get one juice pack

Purchase ten pack & get one free juice

If you purchase one crate of juice then you would able to participate in lucky draw
for following:

PLACE:
Distribution reviews
To assure the availability of its product * PEP UP * juice has established affective dealer
network

The main target of these juices is Lahore.

Manufacturer

DISTRIBUTOR

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RETAILER

CONSUMER

The end consumer would then purchase fresh from the retailer. The distributors are the
most reliable distributor in the region.

BUDGETING:
S.
No

Description

Amount

Cost of land

25000000

Raw material

5000000

Stationary

50000

Office expenses

100000

Furniture

500000

Staff salaries

50000

Freight inward charges

60000

Repair & maintenance

150000

Research & development

90000

10

Technology

1000000

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11

Marketing & media expenses

6648630

TOTAL

38648630

CONTROL:
This is the main and last element of the marketing planning by using this we can check
the standard of our product for the purpose of correcting any error if occurs
There are three main functions are performed under this element of planning:

Measuring
Comparing

Correcting

Measuring
We can check marketing condition through meaning in which different type of task may
be performed like

Surveys

Survey for the future:

In order to learn weather people would like to buy our product, we have decided to
conduct a market survey in future so that we can assure that people like our product or
not.

Comparing:
In controlling process we compare our product with our standards

Correcting
If any problem occurs then correcting process will take place in witch we found that from
where the problem will arises.

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1. Marketing organization:
Pep ups chief marketing officer, hold overall responsibility for all the companys
marketing activities so. There are other subordinates with him to help the sales
campaigns, trade and consumer sales promotion, and public relation efforts.

2. Action programs:
The PEP UP will be introduced in May .following are summaries of the programs we
will use during this summer session to achieve our stated objectives.
May we will initiate 80,00,000 rupees trade sales promotion campaign to educate
dealers and generate excitement for the product launch , and provide sample crates to
our selected product reviewers, opinion leader and celebrities as part of our public
relation strategy.
June we will start with integrate print /television campaign. The campaign will show how
many features the Pep up have for users to reenergize them.
July as the juice advertisement continues, we will add consumer sales promotion by
including them to our message. We will also support or retailer to increase our sales.
August we plan to roll out a new advertisement having new views of customer through
survey who have used our drink which ill help to promote our juice.

Reference:
SPECILY THANKS

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NAEEM MANSOR FROM MARKETING DEPARTMENT
EMAIL: NAEEM MANSOR@YMAIL.COM
A.R.AWAN (MARKETING MANAGER) AL-QARNI GROUP OF COMPANIES
EMAIL: aftstar@alqarnigroup.com

Bibliography:
www.mickinsey .com
www.wikipedia.com
www.Nestle.com
www.angrofood .com
www.shezan.com
www.marketing.com

Please give me or guide me with your comments

Usman Ali Manzoor
usman2riz@hotmail.com
contact no: +923224247815

________________________________________________________________