You are on page 1of 17

COMSATS Institute Of Information Technology Vehari

In the name Allah the most Beneficent & Merciful

COMSATS Institute of Information Technology Vehari


COMSATS Institute Of Information Technology Vehari

Serial #
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23

Executive Summary Project made detail Introduction of the product Features Production detail Area & production detail of Punjab Export mango from Pakistan

Page #
3 4 5 7 7 8 8 9 9 9 9 10 11 11 11 11 16 16 16 17 17 17 17

Problem Statement
Strategic question Research Question Data collection method Theoretical framework International Marketing Task Marketing Controllable 7ps Stages of PLC Domestic Uncontrollable Foreign Uncontrollable Market entry strategy Religions in Canada Marketing Plan Target Market Pricing strategy

COMSATS Institute Of Information Technology Vehari

Executive Summary
COMSATS institute of information technology is an institute of excellence on which I am working to explore the finds of my marketing objectives. I would like to start my finding with the beneficent Allah I have completed my report consist of International Marketing Plan. In this report we show our business consist of fruits export. This is very good type of business in this area because in this area there are many number of fruit gardens. In this area no firm run this type of business.

COMSATS Institute Of Information Technology Vehari

Project of international marketing

Shahida Noreen Irfan Ali Afzal Tajamul Jamal 07 29 55

Sarfarz Hussian 53 H. Rashid Khan 31

Submitted to: Usama Awan

COMSATS Institute Of Information Technology Vehari

Introduction of the product

Product name


"The King" of all fruits. Mango is cultivated around February/early March, when the cold weather begins to subside and the danger of destruction through frost disappears. It comes in market early in the May and remains in market till August/September. There are more than 1300 varieties of the mango, which are cultivated in the Indo-Pak Subcontinent. In Sindh, there are more than 125 varieties of mango. As we get mangoes from Balochistan and NWFP, but the main source are Sindh and Punjab. In Pakistan we get more than 10 lacs tons production, out of which Sindh provides 50% i.e. more than 5 lacs tons. Multan and Mirpurkhas are the main regions, where we get mangoes in large quantity. The maximum production, we get from Rahim Yar Khan, where mangoes are cultivated on more than 26 thousand acres. As mango is named as "King of the Fruits" similarly, Sindhri is said to be "The King of Mango", because this variety is top in Pakistan. Sindhri is yellow in colors, and test is very sweet.

Physical shape:
Mango is lot of natural shape;

Background Information

COMSATS Institute Of Information Technology Vehari Pakistan is blessed with vast agricultural resources on account of its fertile land, well irrigated plains, extremes of weather, and centuries old tradition of farming. It is because of its central importance in the economy that the Government has identified agriculture as one of the four major drivers of growth. Pakistan annually produces about 12.0 million tons of fruits and vegetables. Their share in Pakistans total exports is slightly over one percent. Pakistan has unique but unsophisticated network of up to six or seven intermediaries between the primary source (producer and growers) and the end user. Because of the presence of so many layers and the lack of adequate marketing infrastructure facilities, 30 to 40% of the production gets spoiled before reaching the ultimate consumer

Mango overview
Currently, Pakistan is trying to become is the worlds largest mango producer , growing nearly 1000 varieties of mango and contributing over 50 per cent of the worlds total mango production of approximately 23 million metric tons. Mango is one of the tropical fruits, which has experienced tremendous development in recent years. One of the main reasons is shift from air to sea freight with bulk deliveries at competitive prices. Its soil and climatic conditions enable production and market supplies of good quality fresh mango over a period of about 5 to 6 months. Pakistani mangoes therefore enjoy a prominent position in the international market.


COMSATS Institute Of Information Technology Vehari Nutritional value of Pakistani Mango Food energy (calories) Protein Fiber Vitamin A (1.u.) Thiamine (mg) Riboflavin (mg) Niacin (mg) Ascorbic acid (mg) Vit. C 57 0.5 0.4 2580 0.09 0.05 0.7 47

It is a rich source of vitamins A and C. Also contains potassium, phosphorus, magnesium, calcium and much more other minerals. When it gets more mature, it gets more of the vitamin A.

Production detail:

Province Punjab Sindh Baluchistan NWFP Pakistan

Area(lac acres) 1.19 1.05 0.047 0.005 2.29

Production (lac tons) 5.82 3.12 0.16 0.02 9.12

Percentage of total 63.82 34.21 1.75 0.22 100.00


District Rahim Yar Khan Bahawalpur Multan Area (Acres) % 26970 22.55 18000 15.05 18150 15.17 Production (tons) % 173143 29.71 96073 16.48 81970 14.06

COMSATS Institute Of Information Technology Vehari

Vehari Muzaffargarh Khanewal Sahiwal Jhang Faisalabad Okara Sub Total Others Grand Total 9932 8.30 8000 6.69 6675 5.58 4510 3.77 4375 3.66 4110 3.44 3100 2.59 103822 86.79 15798 13.21 119620 100.00 44114 7.57 31950 5.48 28651 4.92 19358 3.32 16035 2.75 15340 2.63 13885 2.38 520519 89.31 62327 10.69 582846 100.00


Country Quantity Value %ageShare

Dubai Oman United Kingdom Saudi Arabia Qatar

Other countries included;

426326 40379 42932 38315 10272

75.71 7.01 5.26 5.07 1.73

Bahrain, Singapore, Sri Lanka, France, Kuwait, Germany, Norway, Malaysia & Afghanistan.

Problem Statement:
In the era of globalization, companies see better opportunities in markets outside their home country. The host countries also encourage foreign direct investment which plays a vital role their economic growth. However, going international is not as simple as it may seem, because differences in cultures, geography, regulations, and especially the customers and market specifications, can pose barriers to enter. The mango is a product which we are going to introduce in Canada after studying and covering all aspects and necessary but still practical exposure will enrich our experience

Strategic question:
How can we successful in selling its our product in Canada? 8

COMSATS Institute Of Information Technology Vehari

Research Question:
What uncontrollable factors in Canadian market are crucial for our company in devising strategies to enter the international market?

Data collection method:

The logic was that all the group members have mutually decided to collect secondary data for the purpose of this report. The sources used to collect useful data about the target market.

Secondary sources:
Online databases Internet Newspapers Central Intelligence Agency (CIA)

Theoretical framework:
We will use the International Marketing Task model described by Cateora & Ghauri (2005) in the book International Marketing.

COMSATS Institute Of Information Technology Vehari

International Marketing Task:

The tasks of the international marketer are more complicated as compared to those of the local marketer because one additional level of uncontrollable factors in the foreign market is there to be dealt with. These uncontrollable in the foreign market increase the uncertainty of business environment and decision-making. With each new foreign country or international market another layer of unique uncontrollable factors is added. 10

COMSATS Institute Of Information Technology Vehari The model shows three elements that are necessary to consider for any international marketing campaign:

Marketing Controllable:
The inner most circle of the above mentioned model represents marketing controllable that can be altered by the company in response to the changing marketing situation, consumer preferences, and/or company objectives, to pursue short-term or long-term benefits. These elements are termed as 7Ps, and represent: Product Price Promotion Place Packaging People Positioning

We select business of fruit because in this area there are lot of garden of mangos and nobody run this type of business on export or international stage.

Stages of PLC:
In theory it's the same for a product. After a period of development it is introduced or launched into the market; it gains more and more customers as it grows; eventually the market stabilizes and the product becomes mature; then after a period of time the product is overtaken by development and the introduction of superior competitors, it goes into decline and is eventually withdrawn. However, most products fail in the introduction phase. Others have very cyclical maturity phases where declines see the product promoted to regain customers.


COMSATS Institute Of Information Technology Vehari

Strategies for the differing stages of the Product Life Cycle Introduction:
The need for immediate profit is not a pressure. The product is promoted to create awareness. If the product has no or few competitors, a skimming price strategy is employed. Limited numbers of product are available in few channels of distribution.

Competitors are attracted into the market with very similar offerings. Products become more profitable and companies form alliances, joint ventures and take each other over. Advertising spend is high and focuses upon building brand. Market share tends to stabilize.

Those products that survive the earlier stages tend to spend longest in this phase. Sales grow at a decreasing rate and then stabilize. Producers attempt to differentiate products and brands are key to this. Price wars and intense competition occur. At this point the market reaches saturation. Producers begin to leave the market due to poor margins. Promotion becomes more widespread and uses a greater variety of media.

At this point there is a downturn in the market. For example more innovative products are introduced or consumer tastes have changed. There is intense price-cutting and many more products are withdrawn from the market. Profits can be improved by reducing marketing spend and cost cutting.

See the table of PLC:


COMSATS Institute Of Information Technology Vehari

Problems with Product Life Cycle.

In reality very few products follow such a prescriptive cycle. The length of each stage varies enormously. The decisions of marketers can change the stage, for example from maturity to decline by price-cutting. Not all products go through each stage. Some go from introduction to decline. It is not easy to tell which stage the product is in. Remember that PLC is like all other tools. Use it to inform your gut feeling.

The second P in the marketing mix is the place where your product is actually sold. Develop the habit of reviewing and reflecting upon the exact location where the customer meets the salesperson. Like Canada where we export.

About Canada: (Total population 3, 44, 62,779) Cities: Toronto: Montreal: population 2010 (4,61,2191) population 2010 (3,26,8513)


COMSATS Institute Of Information Technology Vehari Before start business we set the price of this product like we set price per unit of mango 10$. Sometimes you need to change your terms and conditions of sale. Sometimes, by spreading your price over a series of months or years, you can sell far more than you are today, and the interest you can charge will more than make up for the delay in cash receipts. Sometimes you can combine products and services together with special offers and special promotions. Sometimes you can include free additional items that cost you very little to produce but make your prices appear far more attractive to your customers

In this term we try to promote our business through advertisement. Large and small companies in every industry continually experiment with different ways of advertising, promoting, and selling their products. And here is the rule: Whatever method of marketing and sales you're using today will, sooner or later, stop working. Sometimes it will stop working for reasons you know, and sometimes it will be for reasons you don't know. In either case, your methods of marketing and sales will eventually stop working, and you'll have to develop new sales, marketing and advertising approaches, offerings, and strategies.

Looking at every visual element in the packaging of product through the eyes of a critical prospect. Remember, people form their first impression about you within the first 30 seconds of seeing you or some element of your company. Small improvements in the packaging or external appearance of your product or service can often lead to completely different reactions from your customers. Use good boxes for mango packaging. Because mango is soft fruit. 14

COMSATS Institute Of Information Technology Vehari

We should develop the habit of thinking continually about how we are positioned in the hearts and minds of your customers. we create the ideal impression in the hearts and minds of our customers.

The final P of the marketing mix is people. We try to develop the habit of thinking in terms of the people inside and outside of our business who are responsible for every element of our sales and marketing strategy and activities.

Domestic Uncontrollable:
The second circle of the model represents uncontrollable elements in the local or domestic environment that are beyond the control of the marketer but have significant impact on business both locally and foreign ventures. These elements include: Political/Legal forces 15

COMSATS Institute Of Information Technology Vehari Competitive forces Economic forces The forces have significant on a companys business and can boost or impede its activities in the foreign markets. For example, foreign policies and/or trade restrictions can force a company not to invest in certain foreign countries. Similarly, economic conditions may restrict or prevent a companys foreign ventures at all.

Foreign Uncontrollable:
The outer circle of the aforementioned model illustrates uncontrollable elements in the foreign business environment that may vary in their characteristics and intensity. These factors escalate the uncertainty of the foreign markets and pose difficulties in assessing and devising strategies to cope with them. These elements include: Political/Legal forces Economic forces Competitive forces Technological forces Geography & Infrastructure Cultural forces

Market entry strategy:

Exporting Licensing Franchising Joint-Ventures

These are the marketing entry strategies we use only exporting and joint-ventures are also effective for our.

Religions in Canada:


COMSATS Institute Of Information Technology Vehari

Christianity Islam Judaism Buddhism Hinduism Sikhism

Muslim Buddhism Judaism Hinduism Sikhism Christianity

Population %age
579,645 163,415 318,185 157,010 147,440 495,245 2.0 0.6 1.2 0.6 0.5 1.7

Marketing Plan:
This marketing plan contains companys marketing objectives, price, promotion and distributions and their strategies in Canada market.

Target Market:
Target market is totally dependent upon the classes of consumers but our product is which fulfills the requirement of every one. So we will not specify any age group or class among the society, instead all the population will be our target market.

Pricing strategy:
We will focus on the strategy of Skimming Price to enter in the market of Canada. The reason to choose this is because it will create a brand image in the eyes of consumers that if a product has good price it will surely has a high quality so our price will definitely be lower than the other available exporter in the market.