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Project Report on ORANGE JUICE

The Soul Stirring Juice

Submitted By Syed Mujahid Hussain Shah Submitted To Mr. Asim In Partial Fulfillment of the Requirements for the Degree Master in Business Administration. Major in Marketing NEWPORT INSTITUTE OF COMMUNICATION AND ECONOMICS SESSION 2009 2010

PREFACE
This project is basically on a topic of new product launching name ORANJU . That product is now a days on trail basses its for totally for whole family who are conscious about their health. This is totally new formula for health in form of Juice. The company actually targeted whole family specially students because more Juices and fast foods are using by those students. Students who inspired from western juices this is totally new product for them same like western juices. Its contain variety of vitamins, iron, and citric acid. Orange juice is a commonly used commodity which is equally good for all segments and age groups, Such as children, young and older peoples. They need to have energy for work, so our project as its name shows is an Orange flavored juice which is enriched with vitamin C man needed. That product are now a days on trail bases in AG Ali Zaid Khan university in Karachi. In this report we have done and include all information about the company also include all sort of advertising campaigns for the product. Its totally full project on that product on its features also for what it should be launched etc.

Millinium foods

ACKNOWLAGEMENT
We are highly great full to almighty Allah the most benevolent and gracious on the completion of this report. Thanks to Allah who best owned the power, courage and patience to complete this report writing of this report is a cumbersome job; It is all Mighty Allah who helped me in surmounting the obstacles in my way. Here we mention the name of that person who really helps us in time of difficulties. Whose really understand our problems and try to solve as much as he can do. Mr. Faheem Hasan Bukhari he is the name of dignity we are really thankful for his corporation. We prayed that GOD Mighty give him a lot of success in his life.

We are also giving a lot of thanks of NEWPORT INSTITUTE OF COMMUNICATION AND ECONOMICS University who provide us the opportunity to analyze our self in difficult environment.

Executive Summary
This assignment contains the research work and decision making for the production of new product and launching it in the market. We all group members have done so much discussion on choosing the product to launch in the market. So we have decided to launch a local Pakistani orange juice named as (ORANJU). This juice will be able to compete all other foreign juice such as FROST available in Pakistan. We have decided to launch this product so that our people can use local product with having less price and good quality then other foreign juices. Other juice like FROST is made by foreign companies. We have inherited with some western touch. But our juice is purely made and takes a western touch. This report contains research work for the production of fruit juices. As far as concern with this fast era. People are getting to busy to find out time to fresh and nutritional food. So that they can get energetic and healthier nutrients for their proper performance. Fruit juices contains all that important elements which are required by human body. Our juice contains variety of vitamins, iron and citric acid. A high quality of product will be maintained and offered to all the consumers at an economical cost. All efforts will be made to keep the product cost as low as possible as compared to the competitors.

Table of Contents
S. No. Page No.

Section 1
01 02 03 04 Product Information. Features. Ingredients. Goals and Objective 06 07 08 09

Section 2 DEPARTMENTATION
05 06 07 Marketing Process. Market Segmentation. Pricing 11 11 12

S. No. 8 Internal & External Environment Factors Marketing Objective Quality & Image Costs Customers Channels of Distribution

Page No. 12 12 13 13 13 14

Section 3
09 10 Launch Strategy Packaging 15 16

Section 4
11 12 13 14 Marketing & Sales Department Advertisement Strategy Print Campaign Out Door Campaign 17 18 19 22

Section 5
15 16 17 Conclusion. Recommendation. Annexure 24 25 27

PRODUCT INFORMATION
This assignment contains the research work and decision making for the production of new product and launching it in the market. We all group members have done so much discussion on choosing the product to launch in the market. So we have decided to launch a local Pakistani orange juice named as (ORANJU). This juice will be able to compete all other foreign juices as FROST available in Pakistan. We have decided to launch this product so that our people can use local product with having less price and good quality then other foreign juices. Other juice like FROST is made by foreign companies we have inherited with some western touch. But our juice is purely made and takes a western touch.

In present world the people are very health conscious and they need fresh things to protect their health and are so busy and fast that they even dont have time to have good food. They need to have energy to work so our project as its name shows is an orange flavored juice which is enriched with vitamin C man needed daily to keep himself fresh. Orange juice is a commonly used commodity which is equally good for all segments and age groups such as children, young people and older people.

FEATURES
This report contain research work for the production of fruit juices. As far as concern with this fast era, people are getting too busy to find out time to fresh and nutritional food. So that they can get energetic and healthier nutrients for their proper performance. Mostly people take unhygienic and non-nutritional food for the saving time. But there is a very convenient and instant source of getting energy which is fruit juice. Fruit juice contains all that important elements which are required by human body. our contains all that important elements which are required by healthy human body. Our juice contains variety of vitamins, iron and citric acid. Juice is a most reasonable and easy way to getting freshness and energy. So people who do not have time to have healthy food they can drive similar benefits of healthy food from fresh juice in a short time. Therefore the main objectives of our product are not only to invite people to taste a product but also gain healthier and full of nutrition benefits. A high quality of product will be maintained and offered to all the consumers at an economical cost. All offers will be made to keep the product cost as low as possible as compared to the competitors. We offer quality food product juice which is delightful, economical and energetic combination of fresh fruits.

INGRIDIENTS
The ingredients are used in the ORANJU juice are Fruit Pulp, Citric acid, Preservation Salt, Vitamin C, Vitamin A, Sugar and Water.

ORANJU JUICE
Vitamin A Vitamin C Sugar Water 02% 02% 01% 01%

INGRIDIENTS
Fruit Pulp Citric Acid Preservation Salt

PERCENTAGE
91% 02% 01%

GOALS AND OBJECTIVES

The company mission needs to be turned into detailed supporting objectives for each level of management. Level of management includes all the department of the organization and each department has its own objectives to meet the mission of the company or to achieve its goal. The various departments and their objectives of the ORANJU firm to make ORANJU JUICE are described in departments section.

BUSINESS PORTFOLIO:
Business portfolio can be defined as collection of businesses and product that makes up the company. In the particular environment and market we will going to follow product market expansion grid.

MARKETING PROCESS
The process of targeting the market and making the marketing mix is called the marketing process. Through which the plans decision are made by the top managers. So as top

manager pf the ORANJU its become under the duty to segment, target our market, position our product against our competitor and making the marketing mix.

MARKET SEGMENTATION
The process of dividing a market in to distinct group of buyers on the basis of their needs, characteristics or behavior who might require a separate product for marketing mixes.

LEVELS OF SEGMENTATION
MASS MARKETING: It involves the mass producing, distributing and mass

promoting about the same product in the same way to all customers. SEGMENT MARKETING: or more segments. The company tries to isolate brand segment

that makes up a market and adopts its offers the more closely match the need of one

We using the MASS MARKETING level of the segmentation.

PRICING
A companys price decision is affected by both internal and external environmental factors.

Retail price per piece: Rs.14.00


1

INTERNAL AND EXTERNAL ENVIRONMENT FACTORS:


These internal and external environmental factors that affect the pricing decision are as under

MARKETING OBJECTIVES;

This is the first internal factor which effects the pricing decision. Its means that what is the objective of company for coming in the market. The pricing goal of our product is the CURRENT PROFIT MAXIMIZATION. We will consider the market demand and the responsiveness of demand to different prices. What will the level of sales be at different pricing? How do sales change as prices vary?

QUALITY AND IMAGE ENHANCEMENT:

Keeping prices at a premium, to maintain an image of product-quality leadership. Prestige pricing is based on the premise that some buyers associate with quality and avoid products or services for which they perceive prices as too low.

COSTS:
Costs associates with: Producing Distribution Promoting a product These types of prices must cover the long-term period. These costs are reduced to

maintain the price competitiveness.

CUSTOMERS:

Customer expectations and willingness to pay are important influences on pricing decisions. Buyer reactions are primary determinants of the demand. In some instances, customers may be willing to trade off increased prices for more benefits or enhanced product features.

Service companies occasionally use value-in-use pricing to a factor customer input directly into pricing decisions. They base prices on customer estimates of the costs if the service could not be obtained. So we have selected the price of our product keeping in mind our customer according to their need and which is affordable for them.

CHANNELS OF DISTRIBUTION:

Prices must be set so that other members of the channel of distribution earn adequate returns on the scales of the companies, products. We also consider the margins that others in the channel can make.

COMPETITORS:

Evaluating the competitors price and cost will be helpful in determining Pre-determine cost of our product. Then we can set a specific price to compete in the market like. Mark up pricing

Target return pricing

PACKAGING
The packaging which we are launching for our product.

MARKETING & SALES DEPARTMENT


The duties of marketing department is to make market plan and think about customers and they should work in harmony to provide superior customer value and satisfaction. Its duty includes doing advertisement about the product to give awareness about the product to customer and positioning product in the mind of the customers.

ADVERTISEMENT RESEARCH BY INTERFLOW : Media schedules:

In advertising research we have to determine the winning and profitable return on our product. Which time and media would be suitable for our new product. Either print or electronic media is suitable for this purpose or some thing else. Starting from electronic media we will choose the channels that would target our market, like Geo, Hum TV ,TV One , ARY Digital would be the right choice for our messages. As the most of this viewer ship belong to big cities. Considering all these things we will decide which time or which class will be suitable for add. Every person has his own perception. We will search through ABC. Number of copies printed. Number of people going through these particular newspapers. What kind of add and where should it be placed, these all things are determined in advertising research provide by Interflow.

Placement:
Placement is also an important part of an advertisement. Either it should be on the full page, half oral the corner of the page.

SALES PROMOTION:
By various techniques companies get benefit in promoting their sales. Coupons: We may consider on the coupon strategy; this type of scheme may also increase our sales.

Samples: Different types of samples would be introduced. Two sizes would be introduced, one a family packs and the other small pack.

Deals:

Our big deal to our customer is traditional. As we guarantee we provide full

taste of an orange. 50% off during sales promotion activities only outside educational institutions, Shopping malls and Airport for one week.

ADVERTISEMENT STRATEGY:
We have adopted a technique of using print pool and electronic concepts in a proper proportion to achieve following dimensions.

DIRECT APPROACH:
Direct approach is defined as a giving a message in direct tone.

INCENTIVE BASED:
What customer will get by buying our product?

PRINT COMPAIGN:
Our press campaign consist of all three approaches mentioned above, starting with a teaser, followed by three press ads which can be used in Newspapers, Magazines

Star Cricketer is our model

Targeting the female portion, which are conscious about their skin and beauty more than anything else, identifying Oranju as their skin freshener.

OUT DOOR COMPAIGN:

Using the above mentioned advertising approaches, we have made,

Size Billboard:550*435

Size Billboard:480*480

CONCLUSION

ORANJU is new formula for young generation who are more conscious about their health. This is the best formula for female also with consisting of minerals, vitamins, its made one of the best mixture of foods in on product. They need to have energy for work so our project as its name shows is an orange flavored juice which is enriched with vitamin C man needed.

Daily to keep himself fresh. Orange juice is a commonly used commodity which is equally good for all segments and age groups such as children, young people and older peoples. Here I mentioned that ORANJU is best quality product for health but need more investment to the company in order to sustain and remain in market.

RECOMMENDATIONS
ORANJU is totally new formula in juices. And totally targeted to Whole family. Company need a lot of investment to remain in market.

Being new company needs very effective policies in order to attract their customer. Company also include other supplements and flavors in existing product. Need very high advertising campaign for promotion of the product. Also include more vitamins in the products. Start their new advertising activities and expand their market to other areas. They should be quality concern not on quantity.

REFERENCES

Dr. Shakir Waheed. (ENT Specialist)

Dr. Saif-ur-Rehman. (Heart Specialist)

Public Surveys in NICE Institute Karachi.

Visit Different GYMs Karachi.

Visit Karachi Fast Foods Karachi.

Annexure

Print Ad for News Paper & Magazines:

Hoarding:

Size Billboard:550*435

Voice Over FM radio:


The voice over FM radio is Oranju The Soul Stirring Juice 2

Directed & Produced by Faizan Razzak

Agency Appointment:Full Service


Inter Flow

Note:
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Note: This page is not a part of report TV commercial concept and story board is in progress and will be presented in presentation positively.

Group members.

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