Principle of marketing

Launching A New Brand

Submitted to
Honorable Teacher Sir adil Hashmi
Lecture in principle of marketing
GROUP MEMBER’S

1. Abdullah AURANGZEB

2. Aiman

3. Imran

4. Abdul Basit

5. Mohsin Khan

6. Noman

7. Maherban

Student of master in business administration

Bahria University Islamabad

15-DEC-2018
Nestlé Pakistan
We at Nestlé touch billions of lives worldwide; from the farmers we work with to the individuals and families who
enjoy our products, the communities where we live and work, and the natural environment upon which we all
depend.
At Nestlé Pakistan, the global ideology of Nutrition, Health and Wellness is inspired by the scientific breakthrough
of our founder, Henri Nestlé and ever since it runs in our DNA. Guided by our values and with nutrition at our core,
we enhance quality of life and contribute to a healthier future. We are the leading Food & Beverages Company
in Pakistan, reaching out to the remotest areas, offering products and services for all stages of life, every moment
of the day. Today more and more consumers mirror our emphasis on nutrition, as they realize that food choices
affect their health and quality of life.
Nestlé Pakistan is headquartered in Lahore, with four production facilities across the country. Factories in
Sheikhupura and Kabirwala are multi-product, whereas the ones in Islamabad and Karachi are water factories.
Nestlé Pakistan Ltd. is a subsidiary of Nestlé S.A., a company based in Vevey, Switzerland. Today, millions of
consumers across Pakistan mirror our emphasis on nutrition, realizing that food choices impact their health and
quality of life. About Nestlé Exchange (PSE), our food processing company has been operating in Pakistan since
1988 under a joint venture with Milk Pak Ltd, whose management we took over in 1992. For the last several years,
Nestlé Pakistan has been consistently placed among the top companies of the PSE.
 Vision
. To bring consumers foods that are safe, of high quality and provide optimal nutrition to
meet physiological needs. In addition to Nutrition, Health and Wellness, Nestlé products
bring consumers the vital ingredients of taste and pleasure.

Mission
. Make better food so that people live a better life
.To make people healthy by providing natural pure
juice.

.Less amount of nectar added by us.

. To Secure the Society from the Diseases Caused by

Contaminated Drinking juice.
FRUITY FUN
JUICE
Fruity fun is a product line of beverages, usually associated with orange juice
 Fruity fun logo
Product type Orange juice
Owner Nestle
Country Pakistan
introduced December,2018
Market Only in Pakistan
Tagline Drink to live healthy
website www.fruityfun.com.au
.The consumer preference in Pakistan are shifting toward healthy, natural food
product and the demand for non carbonated drinks is accelerating . The people
are turning more health conscious, therefore the fruit juice segment has become
one of the fastest ,most popular and most rapid growing business of the time.

.In the face of increasing competition companies are redesigning the packages
that they offered. At the same time safety, long shelf life. Convenience and
economic stability are also important consideration.

.Apart of this Pakistan current produces about 20 million tons of fruit, which make
Pakistan strong raw material base
Staying healthy starts with what we eat and drink and even small changes over time can
make a big difference. Our flavor are filled with wholesome goodness of vitamin and minerals
found in fresh fruit. Therefore, I would like to tell you the features of product.

A. Organic fruits.

Our fruit juice are made only from organic fruits in Punjab- owned field. It is being organic and
organic is health

B. A great source of vitamin C.

Vitamin c help keep your skin and gum healthy and supports your immune system. Its essential
if you want to be at your best.

C. A source of folic acid

. Folic acid helps reduce tiredness and fatigue and helps in normal psychological functions
PRINCIPLE OF MARKETING
TARGET AREA’S

Major city of Pakistan

.ISLAMABAD
 Climate
THE AREAS THOSE ARE HAVING LONG SEASON
OF SUMMER ARE OUR FOCUSED AREAS
 AGE GROUP

For All Age Groups

GENDER
FOR BOTH GENDERS MALES AND FEMALES
Age family cycle segmentation
Children, Youth and Aged People
.THE PEOPLE THOSE ARE VERY MUCH
HEALTH CONSCIOUS
. Educated peoples.
 EXPLORATORY
Interaction with individuals on One to One basis
 COLLECTION OF DATA
PRIMARY RESEARCH
The primary data was collected from

Doctors, Patients and Individuals

 SURVEYS AND DISCUSSIONS
Surveys conducted on different places

Contacted to the different individuals on various parts

of the province to discuss the need
 MICRO ENVIRONMENT

. Suppliers
. Competitor
. Market Intermediaries
A. Physical Distribution Firms
B. Market Services Agencies
C. Financial Intermediaries
. Law & Order Situation
. Economic Environment
. Political Circumstances
.We have decided to deliver free pack of juice
to poor people’s specially in Ramadan on
iftar time.
. Strength . Weaknesses
. Opportunities . Threat
 Strength
. Imported Plant
. Self Investment
. Availability of Resources
. Energetic Employees & Workers
. Maximum Productivity with Minimum Wastage
of Resources
 . Weaknesses
. Inability to provide consistent quality in food product’s
.Lack of reputation
.warehouse storage problem
. Lack of trust
Opportunities
• Local Brand
• Potential in the Market
• Comparatively low price among competitors
• Plans to expand in other provinces of Pakistan
 Threat

. Competitors
.Juice manufacturer Plants within the Cities
(Pulpy orange)
.Shortage of Electricity.
. Government policies (chief justice argument)
 Pulpy orange
About
Pakistan
Minute Maid entered the Pakistani market in 2008. Here they have used the same advertising
concept as they have used in India i.e. "where is the pulp?".
Minute Maid Pulpy Orange
Minute Maid Pulpy Tropical
Minute Maid Pulpy Nimbu/Lemon (Launched in 2012 and discontinued the same year)
A. Product B. price
C. Place D. promotion
 PRODUCT
. Brand Name => Fruity fun
. Position Statement => Drink to live
healthy
Physical view
Packaging refer to a set of task or activity which concerned
with the designing, production of appropriate wrapper,
container or bag for the product.

The packaging of my product will be done as follows:

a. Plastic layer- water proof and light

b. Aluminum- protects from light and oxygen
c. Paperboard- helps the bag to stand up and maintain
shape
d. Tetra pack- 2 layer of paper enhanced shelf life is
prevents tamper-proof
Whatever is produced is not sold off immediately. Therefor
every company needs warehousing which refer to storing the
finished goods until they are sold in market

As fruit juices has a shorter shelf life it need’s to be preserved in

refrigerated warehouses. It should be protected from sunlight
and heat warehousing will play a very important role in
preserving juices because we need our customers to get fresh
juice. Warehousing becomes more important as the juice it self
contain no added preservation. It is preserved using only tetra
pack and aseptic packaging.
Channel of distribution refers to the people or
middlemen, who help in distributing the goods. The
following channel will be used.
 Core Product
.To provide the pure natural juice
.To protect from diseases
Actual product

. Name
. Quality
. Packaging
 AUGMENTED PRODUCT
Delivery to the Retailers Through Our Own Agencies
SIZE

300ml
Selling price

1. Wholesale
a. 300ml – 40
2. Retailer
a. 300ml – 45
3. Customer
a. 300ml - 50
MANUFACTURER

5-10

WHOLESALER
5-10

Retailer

10-15
Price comparison with competitor

BRAND’S FRUITY FUN PULPY

Capacity 300ml 300
Price 50 60
Difference 50/690*100 = 16.6
Nestle selects the best fruit and manufactures product with no added
preservative, no added sugar and no artificial flavor’s

Fruity fun contain orange pulp of the citrus variety, which is most
popular variety of Pakistan
 LOCATION

a. Industrial area b. School ’s

c. cafeteria d. Cinema
 PROMOTION SOURCES
Newspapers
Billboards
Posters
Local Cable Networks & Channels
FM Radio Internet
(YouTube, Official Website, Facebook, Twitter,
Google etc.)
Question are most welcome