L/O/G/O

Optimists
• • • • • • • M. Haroon Shakeel Hafiz Mohammad Hammad Nomani Umaz Hussnain M. Iqbal Imran Javid Anjum Ali Taufeeq Khalid

BBA-ITM(12)
2

Marketing Management
By: Optimists

L/O/G/O

Contents
1 2 3 4
Idea Generation Idea Screening Marketing Strategy 7 P’s Analysis

4

Idea Generation
Packed Domestic Dishes
Instantly ready to eat desi dishes 1. Daalain 2. Sabzian 3. Ghosht

Shopping TV Packed Domestic Dishes SMS Seat Reservation

5

Idea Screening
Easily Manageable
Comparatively easy to visualize

Less Complexity
Processes, easy to identify

Human Resource
Easily available

Supply Chain
Consumer Market 6

Environmental Scanning
 

Survey Video..

7

Environmental Scanning
Quality Concerns

High Price

Survey Analysis

Freshness Problem

Availability

8

Concept Development
Packed Domestic Foods
Downsize
Rating
Downsize the best possible combinations of different dishes.

Rate them according to Survey.

Internal Testing
•Assuring Quality & Taste

External Testing

•Test on Potential Customers •Students and Job Holders 9

Marketing Strategy

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Marketing Strategy
 

Mission Statement

“To enhance the value of domestic foods by ensuring the quality through an accessible value delivering network”

11

Marketing Strategy
Ø Industry
§ Consumer Market Penetration

Ø Products and Applications
§ Daalain § Sabzian § Ghosht

Ø Competence
§ ISO Food Standards § SANHA

Ø Target market
§ Students § Jobholders § Women lacking cooking habits

12

SWOT Analysis
Strength
§Affordable Price §Easily Available §Urge for Quality

Weakness
§Negative perception regarding freshness §Quality

SWOT Analysis

Opportunities
§Market Gap §Market Expansion

Threats
Competitors §Mommy’s Food §Dhabahs
13

Marketing Mix

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Product

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Product
Ø Brand Name  SAALAN Ø Tagline  The Instant Tadka

16

Product
• Logo

17

Product
Ø Packed Domestic Dishes
§ Dishes
• • • • • • • •

Daal Mash Daal Chana Mix Vegetable Aloo/Mutter Qeema Chicken Qourma Mutton Qourma Achar Ghosht Haleem
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Product
Ø Quality
§ Nutrition Plan § Vegetable Oil (Standard Suppliers Dalda) § Farm Freshness § Qualified Cooks § ISO Standards § Production Environment

ØSize
§ One Standard Plate(300g)
§ Height= 8.4 inches § Width=6.4 inches § Depth= 1.4 inches

19

Product
Ø Features
§ § § §

Salt Sachet Black Pepper Sachet Tissue Paper Vinegar Sachet(Haleem)

Ø Services Return of Product on the basis of
§ Leakage § Quality

Ø Warranties

Till mentioned expiry date
20

Packaging

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22

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Price

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Price
Fix Cost

Fix Cost

1.5 15.5 32.0 3.16 7.84
Oil

Salary Expense Number of units Variable Cost Daal (Mash) 1kg = 120 280,000 = 20 170 ml Other Costs Masala 185,000 Rs. 60 25 gm = 9 Electricity & Gas = 2 Pyaz 185 gm = 4 Packaging = 9 Per Pack Tomato Rs.1.5/Pack 2 & 75 gm = Marketing Expense =10 Other Distributor Margin = 3 155 Wholesaler Margin = 2 Per Plate = 155 Retailer Margin = 4 10 Transportation = 2 Rs. 15.5/ Pack (Per Pack) 25 32

Variable Cost

Other Costs

Profit Margin

GST

Price
Ø Prices of Dishes
• • • • • • •

Daal Vegetable Aloo/Mutter Qeema Chicken Qourma Mutton Qourma Achar Ghosht Haleem

= = = = = = =

Rs. 60 Rs. 50 Rs. 75 Rs. 85 Rs.110 Rs. 70 Rs. 70

26

Process

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Process
Farms and Dealers Field Testing

Organizatio n

Inventory Cooking Dept. Packaging Dept. Testing Dept. Transportation Dept.

Distributors

28

Promotion

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Promotion
Ø Tools •
• • • • Newspapers & Magazines Brochures Signs Boards Internet


30

Promotion

31

Promotion

32

Promotion

33

34

Place

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Place
• Channel of Distribution
• Tradtional

 Coverage of Market
• Cities-Lahore, Karachi, Rawalpindi, Islamabad • Islamabad (Store, Super Stores , Bakeries of each Markaz)

 Merchandizing
• Contemporary with noodles, spices and pickles etc

• Inventory

• Warehouses Lahore, Karachi • FIFO

36

People

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People
• Employees
– Cooking Staff – Quality Control managers – Technical Staff – Transportation Staff – Finance and Account Managers – Marketing Managers – Dealers(Food Traders, Farm Houses)
38

Thank You!

L/O/G/O

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