Table of Contents

INTRODUCTION 4 PRODUCTS 4 AREAS OF WORK 4 CURRENT PROJECT 4 NEW PRODUCT DEVELOPMENT 4 Consumer Research 5 QUESTIONNAIRE 5 PRODUCT RELATED STRATEGIES 8 New Product 8 Taste 9 Thirst 9 SEGMENTATION, TARGETNG & POSITIONING 10 SEGMENTATION 10 TARGET MARKET 10 POSITIONING 10 7 S's of HEALTH JUICES 10 MARKET ANALYSIS 12 SWOT ANALYSIS 12 Market of Pakistan 12 PEST Analysis 12 SWOT analysis of juice market 16 SWOT analysis of competitors 17 SWOT analysis of HEALTH JUICES 18 PRICING STRATEGY 19 ORGANIZATIONAL CHART 20 PRODUCTION POINTS IN PUNJAB 21 LAHORE REGION 22 FAISALABAD REGION 23 MULTAN REGION 24 INCENTIVES TO DEALERS AND RETAILERS 25 BUSINESS MISSION 26 OBJECTIVES, POLICIES & PLANS OF companies 26 MARKETING system 27 MARKETING INFORMATION SYSTEM 27 MARKETING PLANNING SYSTEM 27 MARKETING CONTROL SYSTEM 28 MARKETING STRATEGIES 28 AGGRESSIVE MARKETING 28 RALTIONSHIP BUILDING 29 CUSTOMER SERVICES 29 AGGRESSIVE SELLING 29 HARD SELLING 29 TRADE SALES PROMOTIONS 29 SOCIAL IMAGE BUILDING 29 ADVERTISING 30

ADVERTISING BUDGET 30 ADVERTISING AGENCY 30 BUDGET ALLOCATION 30 ADVERTISING PLANNING 31 Media to be used 31 LAUNCHING CAMPAIGN 32 ELECTRONIC MEDIA 32 Seasonal Campaign(Optional) 33

INTRODUCTION
PRODUCTS Company will work in Fresh juices under different brand names. Company also uses its group logo H+ on every product. H+ stands for Health plus which shows how much conscious it is about quality and standards and assumes full responsibility about the products and its consumers health. AREAS OF WORK Company is limited to Pakistani market only but also exports its products to other countries as well in future. Its other markets other than Pakistan Asian countries It exports quality products like a wide range of fresh juices and earn sufficient revenues. As it exports so it has all necessary certification from USA and Europe regarding quality.

CURRENT PROJECT
After the company find that there are enough chances that a new pure and nectar juices can survive in market. A consumer research was conducted and we found that if we add Vitamins in juices then it can capture a major part of the market.

NEW PRODUCT DEVELOPMENT

Traditionally there are three categories of juices all over the Pakistan. These are: 1. Pure 2. Nectar 3. Drinks Any juice company should have these categories, to survive in the juice market. This is what the consumer & customer wants. All companies Shezan and Nestle, Haleeb, Nurpur, and Country etc, producing all these categories of the Juices. Their product line objective is to compete and promote that mix, in order to be a pure and nectar juices company. After the company find that there are enough chances that new pure and nectar juices can survive in market. It started research first of all market research about existing juices was held. In this research consumers opinion about juices was taken which gave +ve signs for a new pure and nectar juices. Then a long detail study was taken about existing pure and nectar juices leaders (Shezan, Nestle). It included the analysis of their taste quality, SWOT analysis, strategies and all the factors which were responsible for their leadership in the market. (These will be discussed in next pages.) After taking a careful study process of new taste was initiated. First of all we mention the market research, which was held to know the opinion of consumer abut existing juices. Consumer Research Form this research we found the factors that helped us as what we should introduce in our new product. Following questionnaire was used for this purpose. We selected people from different regions classes, lifestyles, professions and income etc. as respondents. Questionnaire and results are given below.

QUESTIONNAIRE
This questionnaire is for the purpose of research on soft drinks. You are requested to answer the questions properly so that our purpose may come true. NAME _____________ GENDER: M / F AGE: Profession---------------------------------Annual Income---------------------------MARITAL STATUS: MARRIED/ UNMARRIED 1) LOCATION / RESIDENCE (Encircle) a) Model town b) Joher town c) Township d) Defense e) Gulberg f) Cantt g) Iqbal town h) any other_____________ 2) Do you take juices? Yes No 3) Which brands do you use? a. Nestle b. Shezan c. Haleeb Good Day d. Nurpur e. Any other 4) Do you agree their taste is according to your region? a) Strongly disagree b) Disagree c) Neither agrees nor disagrees

d) Agree e) Strongly agree 5) To what extent it matches your taste a) Not at all b) To some extent c) Cant say any thing d) To reasonable extent e) To a great extent

6) If another good quality taste is available will you try it?

Yes No 7) Do you use these brands because no other good brand is available in the market? a) Not at all b) To some extent c) Cant say any thing d) To reasonable extent e) To a great extent 8) To what extent do you know that these brands are harm full to health? a) Not at all b) To some extent c) Cant say any thing d) To reasonable extent

e) To a great extent 9) Do you agree that these drinks quench your thirst? a) Strongly disagree b) Disagree c) Neither agrees nor disagrees d) Agree e) Strongly agree 10) Is their original quality available? a) Not at all b) To some extent c) Cant say any thing d) To reasonable extent e) To a great extent 11) To what extent their advertising force you to buy their product a) Not at all b) To some extent c) Cant say any thing d) To reasonable extent e) To a great extent 12) Which name will you suggest for our brand? a) Time Juices) Health Juices c) Wish Juices 13) What quality you would like to have in new brand

----------------------------------------------------------------14) What role other brands are playing in social development. ----------------------------------------------------------------15) Any suggestion for new brands ----------------------------------------------------------------16) If you are provided different qualities of same brand can you differentiate between them and select original quality a) Not at all b) To some extent c) Cant say any thing d) To reasonable extent e) To a great extent

THANK YOU VERY MUCH

Can not say

Which name will you suggest for our brand?

Brand Name Health Time Wish No Concern

PRODUCT RELATED STRATEGIES

New Product
After consumer research it was found that a new product with good and different taste could get acceptance in the market. And if properly promoted it can give tough competition to the already existing brands in the market. NAME OF PRODUCT While conducting the research it was asked from the respondents as what name they would suggest for this new product. Three options were given to them and maximum people suggested Health So we decided its name according to the will of it future users. Now another thing was to be done as to the taste of HEALTH. In this regard our research and development group did a lot of research. After all we were able to develop a unique taste regarding all flavors that are mentioned under. After conducting research fallowing qualities were induced in the product.

Taste
So we have induced the flavors in our products that are pineapple, orange, mango red grapes, apple, mix juices, which activates Slavocilyne. Hence every Pakistani who will taste it, it will be taken as the best taste and quality and he will make repeat purchases.

Freshness and Energy

Another factor very important we came to know from consumers opinion is that existing giants (nestle and shezan) dont fresh them. So we incorporated the proteins in our juies. It will serve two purposes. 1. It will give a sense of freshness and energy, which so ever juice. 2. It will activate Salvocilyne neurotic receptor and will add to the taste of Juice.

Thirst
Another factor from consumer research was highlighted that nestle and shezan doesnt quench the thirst rather it is increased, it is strange that during summer eight months the sales of juices are projected to the highest point. Reason has been mentioned in consumer research.

Health care
All the components, which we have incorporated, are carefully selected with consulting of medical experts and nothing in it is harmful for any body of any age. So every one should use it with out any fear.

Six Flavors
We are launching six very popular flavors: 1. Apple Juice 2. Pine apple Juice 3. Orange Juice 4. Red grape Juice 5. Mango Juice 6. Mix Juice

SEGMENTATION, TARGETNG & POSITIONING SEGMENTATION

Segmentation is very important process. It is defined as dividing the total market into homogeneous group of people depending upon their needs and characteristics. Several methods are adopted for this purpose.

We have used hybrid segmentation for this purpose. As it is dividing the market on the basis of more than one characteristics. We have divided the market on the basis of behavioral, demographic and income.

TARGET MARKET
Although our juice is for all ages and for all kinds of people. But the youth is our main target. As this segment is maximum in number in population in Pakistan and it is more fun loving and excitement seeking so it is our best target market.

POSITIONING
Positioning is described as how people register your product in their mind. It is all about image of product in the minds of customers. Positioning is very crucial phase in the life of products. Here lies the core and very first idea as your product how will it be taken in the market. It plays a vital role in the success of product. If producers succeed in achieving right positioning in market they can easily get their share in market. We will position our product as most tasty, exciting, best quality, health friendly and a necessary in season.

7 S's of HEALTH JUICES

Our group maintains seven ss in all its workings. HEALTH JUICES will also adopt all these seven ss. We briefly mention here all them so that an overview about our vision can be realized.

Standard
Company is aimed at producing quality products and providing these products to consumers at reasonable prices. Quality is the only item on which there is no compromise. Every one has to make it sure that quality in all sorts of work activities are being maintained.

Strategy

The company would follows a strategy of new product development and differentiation as they continuously works on introducing new flavours. They differentiated their products through their marketing, and R&D etc.

Structure
It has a highly centralized structure where as the decisions are taking and controlled by head office in Islamabad and than directed to the different operational areas of the company wherever they are.

System
We would have a highly computerized database system through which we perform quality control checks, monitor the manufacturing system and even performance evaluation is also done. Its computerized automated system helps us to identify the market conditions help us to analyze and provide assistance in making quick decision or for quick response.

Style
The company would have a highly controlled environment infact provides a relaxed environment which helps the company's employees to work as a team members rather individually complete their tasks. Managers demonstrate the task by actually doing it to show it besides their subordinates so to set personal examples. Also assist them and guide them in daily transactions so to achieve target efficiently.

Skills
The employees are highly educated and experienced; qualified people would work day and night for the betterment of the company. Training and assistance is provided to its employees also job rotation is done in order to develop extra skills among employees.

Staff
The staff will high motivated and enthusiastic to promote the company. As they receive a good salary package and other benefits company's turnover ratio will very low. Efforts are recognized in a better way by awards, prizes etc.

MARKET ANALYSIS

There is big market for pure and nectar juices in Pakistan, which is occupied by two national competitors. Nestle, Haleeb and Shezan are national competitors. Although internationally Nestle is No. 1

SWOT ANALYSIS
Here we go for SWOT analysis of Pakistani market.

Market of Pakistan
Pakistan has a population more than 150 million. Although the %age of people living below poverty is considerable but even then it offers a big market for so many products. In previous years, demand for FMCG has increased more than 20%. Now there is 5% increase per annum. It is attractive market for investors and new and new things are coming in market. Here is PEST analysis of Pakistan.

PEST Analysis
Political analysis
Political scenario I Pakistan has seen many important changes in recent years. Some important events are as i. Take over of military ii. Exile of national politician iii. Controlled democracy iv. Role of Army in Government v. Grass root democracy vi. A vigilant Prime Minister and a military man as President vii. Stability in Government viii. Accountability in all departments ix. Participation of religious people in Government

x. Enlightened moderate policy xi. Front role in war against terrorism xii. Better image in world xiii. Cut the roots of extremists xiv. Reformation regarding all important fields All these changes have taken place in last 7 years and it has made Pakistan entirely a changed country. Especially Pakistan role against extremism has brought it one of the best appreciated countries of the world. On the other hand being the only Islamic country which has nuclear deterrence it is leading the Muslim world. West wants Friendship with it. Locally there is great stability in Government after 10 yeas of was between PPP and PML. All these factors tell that now Pakistan is a good place as long as political issues are concerned.

Economic analysis
Before year 1999, economy of Pakistan was at worst. Forex was very low and it has to borrow even to repay loans. Debts were $38 bn. Economics indicators were showing negative signs. But then change in Government brought many changes. Some positive points are as under. (i) Increase in GDP 6% per annum (ii) Increase in per capita income as 8% (iii) Increase in exports up to 12.5 bn dollars (iv) Forex reserve up to 13 bn dollars (v) Privatization (vi) Boom in stock market

(vii) IT sector development (viii) Repayment of expensive commercial loans and refuse to borrow more from IMF (ix) More than 1 bn dollars investment per year (x) Increased demand as up to more than 9% Although economy of Pakistan is making rapid progress but there are problems of expensive petrol and electricity, which increases the cost of goods. Over all economic indicators are showing very positive signs and now it is an attractive market for all types of international investors.

Situational analysis
Pakistani market has shown good movement towards all types of positive indicators. Now interest rates are low, saving schemes are giving less profits, consumers banking is at peaking, new jobs are being created by Government as well as foreign investment. Income of people is increasing more trends towards FMCG. All these situations are calling for new and new opportunities and investors.

Technological analysis
Pakistan is considered as developing country. Although it is nuclear power yet it lacks behind in other technologies. Now it has made good progress in digital revolution but still it has to import heavy machinery from developed countries.

Market of Pakistan
SWOT analysis Strengths (i) Increasing population (ii) Increasing per capita income (iii) Increase in demand of FMCG

(iv) Awareness (v) Technological progress (vi) Government stability (vii) Foreign investment (viii) Moderate policy (ix) Changing lifestyle (x) Good relation with neighbors (xi) Increase in exports (xii) Government incentives for new investors (xiii) Development of infrastructure Weakness (i) High cost of production (ii) Political rumors (iii) One man show by president (iv) Law and order situation not up to mark (v) Red tapism Opportunities (i) Undiscovered resources (ii) Huge market (iii) Largest youth segment (iv) Unfilled needs (v) New technology

(vi) Hidden opportunities Threats (i) Nuclear threat (ii) Political threats (iii) Wars in Afghan region (iv) Disputes with India

SWOT analysis of juice market

Strengths
(i) Increased demand in pure juices (ii) Presence of enough market to be profitable (iii) Media coverage (iv) Accessibility of markets (v) Small no of nectar and pure juices producers (vi) Awareness in consumers (vii) Majority of family styles in population (viii) Less no of tastes in market Weaknesses (i) High cost of production (ii) Low transportation infrastructure (iii) Separated market

Opportunities

(i) New tastes can be introduced (ii) Exports can be made easily (iii) More segments can be targeted (iv) Trends in fresh juices

Threats
(i) Trends of juices (ii) Form competition (iii) Foreign companies coming in Pakistan

SWOT analysis of competitors

ALLEGATIONS AGAINST Nestle and Shezan The two leading juices multinational which enjoy a monopoly market of their products in most of the Pakistan. Strengths (i) Brand awareness (ii) Only brands since many decades (iii) International in nature (iv) Western stamp (v) Strong brands (vi) Excellent advertising campaigns (vii) Good distribution channels (viii) Good management (ix) Highly professional staff

Weakness
(i) Piracy (ii) No. 2quality in market (iii) Hatred against Western brand (iv) Western taste (v) No participation in social development (vi) Limited range of tastes

Opportunities
(i) Enhancement in quality (ii) New tastes range (iii) Increase product line

Threats
(i) Social campaigns against multinational (ii) New imported brands (iii) Increased awareness about products

SWOT analysis of HEALTH JUICES

Strengths
(i) Taste according to region (ii) Good image of producer (iii) Good quality

(iv) No 2nd hand quality (v) Good advertising campaign (vi) No damages to health (vii) For all times all ages everyone (viii) Participation in social development by donation 5% profit to social sector (ix) Good word of mouth

Opportunities
(i) New flavors can be incepted (ii) Go to other markets

Weaknesses
(i) New product (ii) Competitions in the Juices Market.

Threats
(i) Strong campaign from Nestle and Shezan

PRICING STRATEGY
Pricing is very important regarding every product while pricing we also have to consider consumers buying power, competitors price and cost of production as well. Here is price analysis of different brands and prices of our brands. Unit Regular 250 ml 500 ml 1000 ml Nestle 15 -65 Shezan 15 _ 55-45 Health juice 15 30 60

Cost analysis
Manufacturing cost = 40% Administrative cost = 12% Marketing expenses = 20% Selling expenses = 8% Profit margin = 10%

Budgets available
Available budget for promotion and advertising is Rs.30 million

ORGANIZATIONAL CHART
Third P of marketing, of equal importance as other, plays very important role in the success of a product. Basically it is related with the process of taking the product to the ultimate consumer. It involves a chain from producer to consumer and so many number of people are involved in it. COUNTRY MANAGER
PROVINCIAL MANAGER PROVINCIAL MANAGER PROVINCIAL MANAGER PROVINCIAL MANAGER

Punjab Sindh NWFP Balochistan

DIVISIONAL MANAGER (MULTAN) DIVISIONAL MANAGER (FAISALABAD) DIVISIONAL MANAGER

(LAHORE) REGIONAL MANAGER

(For every district)

ZONAL MANAGER

(For every rehsil)

AREA SALES MANAGER

Above-mentioned people are involved in distribution channel. They are responsible for providing in time delivery of products and solve the problems of retailers.

INCENTIVES TO DEALERS AND RETAILERS

WHOLE SELLER RETAILER 1000ml 4% 5% 500ml 3% 4%

250ml 3% 4%
On all flavors

BUSINESS MISSION
Our Business mission in Pakistan is to be the best and biggest seller of juices.

OBJECTIVES, POLICIES & PLANS OF companies

The company main objective is to achieve the highest level of quality and our all strategies are related with this objective. The company should quite successful in accomplishing this objective, as we are known for their quality in the market.

Company's second main objective is product development. Along with the product Quality Company largely emphasizes on the development of the product with the help of R&D in order to meet the changing need of the industry. Company's third objective is to increase their revenues from operations. At the corporate level, we have centralized and formal structure. All the policy matters related to different businesses and regions are made at the upper level and guidelines are received from the parent office. The routine and local level decisions are made by subsidiary itself, like the distribution network, marketing etc. We have a policy of setting sales targets for each region. We have also the targets for earning certain level of revenues from each region. Plans related to their objectives and policies are as follows: To accomplish their goal of achieving highest quality product. They use their technical expert terms to visit the different plants and collect samples to send them Tokyo for lab testing, every month. We have to use different new techniques for total quality management. So, that highest quality standard could be achieved. To accomplish our goal of new product development, we are spending huge amounts of money on R&D.

MARKETING system
MARKETING INFORMATION SYSTEM

We have intelligence by marketing research. We have various research firms; one of them is "Aftab Associates". These companies get intelligence for us. They provide the timely information about market conditions, products feed back, etc. These companies gather the data, the information and then report their findings to the company. Our companies decision makers make full use of the research carried out by these agencies. They evaluate the report and if, there is anything, which needs discussion, company managers sit with the representatives of the research firm and try to solve such problems. But the company itself takes the final decision. MARKETING PLANNING SYSTEM To a large extent, we have an effective planning system. Market demand and sales forecasting is measured effectively and quite accurately. Sales forecasting is the primary, or the starting point of budgeting, allocating resources for production etc. This should be as accurate as possible. Sales quota for different market segments are set on proper basis. Companies marketing planning system would so efficient, that it will immediately adjusts its plans according to the changing industry situation, and market situations. MARKETING CONTROL SYSTEM We have developed a system for periodic analysis of our sales and profitability of products. It also analyzes the standards and objectives we have set for the year and then compare the actual performance with these standards after every quarter. We will also review the market, market size, and channels of distribution, promotion etc. Marketing costs will be also closely watched and matched with the budgeted costs, on regular basis after every 4 to 5 months. This enables the company to reorganize its resources, if there is any discrepancy in the first quarter.

MARKETING STRATEGIES
Different marketing strategies are adopted for selling, advertising and promotion of products. We will adopt different strategies regarding this. As we are introducing a product which will have to compete international brands so we have to be very conscious as how we will compete these international and national giants. We will be going for

Aggressive marketing

Aggressive selling Hard launch Trade sales promotion Advertising AGGRESSIVE MARKETING
We will adopt this strategy in order to get market share. As aggressive marketing involves full bombardment of resources in market in order to increase sales and get market share. We have huge budgets and capable marketing staff, which will ensure the maximum achievement of our marketing goals.

RALTIONSHIP BUILDING
In modern marketing approaches relationship building is very important. Now customers are not satisfies only with products but they are also concerned with many other issues related with product production, consumption and dispose of.

CUSTOMER SERVICES
Customer service is not limited to services only. Now all producers have to manage their customers as long as services are concerned. We will completely taking care of our customers regarding their problems, which they will be coming across regarding our products. We will ensure best quality and customer relations centers in different offices and in different regions.

AGGRESSIVE SELLING
Aggressive selling simply means that utilize all your resources to sell your product and to get revenue. We will utilize best of our efforts in this regard. We will be in the whole Pakistan right from the inception of our product. Our distribution system will make it possible the availability of product in whole Pakistan on time with quality standard.

HARD SELLING

Hard selling means to launch your product on a large scale with full range of resources. As we will introduce our product in all Pakistan with full advertising on all medias so we will be going for hard launch

TRADE SALES PROMOTIONS

Retailers are the ultimate person who will be in direct contact with ultimate consumers. Retailers deserve certain benefits besides enough commission on sales. We have allocated 15 million rupees for this purpose. We will be giving refrigerators to those retailers who will be showing good sales.

SOCIAL IMAGE BUILDING

Social image of a company play vital role in the success of products. Companies taking part in social development are perceived as friendly and get good place in market. Our group has already working in this regard as we are promoting education, health awareness, sports and other positive activities in the society. As long as Health Juices are concerned it will be in introductory stage in this year So we have to focus on brand awareness and other strategies related with introductory stage of products. Later on when we will have strong roots in the market we will be devoting 5% profit in this regard.

ADVERTISING
Advertising plays most vital role in product success. Effective advertising makes it possible for the producer to increase brand equity and other value added features in the products. We have got enough budget for advertising and we will be running effective advertising campaigns in all possible medias to peruse the customers to use our Juices.

ADVERTISING BUDGET
Our advertising budget is 30,000,000. It woud be 20% of our total budget for initial investment.

ADVERTISING AGENCY

As we dont have in house advertising agency so we have to hire some outside agency. So we will use for our products and we have good coordination with them. All campaigns run by them are giving us enough result

Red Communication

BUDGET ALLOCATION
We have allocated 30 million rupees for all Pakistan. Out of this amount allocation for different provinces are as under PUNJAB 40 % SINDH 30 % NWFP 20 % BALOCHISTAN 10% While allocating this budget to different provinces different factors have been considered as POPULATION AREA REVENUE MEDIA COVERAGE FUTURE TARGETS SALES FORECASTS CONSUMPTION etc

ADVERTISING PLANNING
Although we have allocated budget for all Pakistan but we will be making advertising plan only for Punjab. We will run campaign in electronic and print media through out Pakistan. We will take 40% from the budget of Punjab. Hence all campaigns going

nation wide will be sponsored by all provinces with the percentage as their respective shares in advertising budgets. So we will take 40% from the budget of Punjab for all insertions and tvcs going nation wide. Rest of the budget will be utilized by the entire province according to their regional requirements. So we will discuss the national campaigns and than the campaign for PUNJAB only.

Media to be used
We will utilize all types of media available to reach our target market. Media we will use include (i) Electronic media (ii) Print media (iii) Outdoor media

Electronic media
We will use (i) PTV, PTV WORLD, GEO, ARY and INDUS VISION (ii) FM 100, 101

Print media
Daily newspapers, magazines and journals (i) Jang, Nawa-i-waqt, Dawn, The Nation, The News, Pakistan

Outdoor media
(i) Billboards (panaflex sheets)

(ii) Posters (iii) STEAMERS

LAUNCHING CAMPAIGN ELECTRONIC MEDIA

We will have launching campaign from 4th April to 21st April.
On 1th April it will be Sunday and we will start from that Sunday nation wide both on print and electronic media. These will be 16 normal days and four Sundays(4th being on 25th April). During launching campaign we will be spending double on Sundays as compare to normal days. Schedule is given in Media Plan separately. Anathore campaign is available if budget would be increased for advertising.

Seasonal Campaign(Optional)
CHANNEL PTV PTV WORLD GEO ARY INDUS VISION PRIME TIME 59000*8=472000 20000*6=120000 15000*6=90000 21000*6=126000 13000*6=78000 SEMI PRIME TIME 55000*6=330000 13000*8=104000 10000*8=80000 16000*8=128000 11000*8=88000

TOTAL

886000

730000

TOTAL FOR ONE DAY = 1616000 *40%

FOR PUNJAB(40%) = 646400 PER DAY

F.M 100,101 = 25*2000+25*2000

= 100,000
Total For Punjab(T.V+F.M) FOR One Day = 1099200+100,000 = 11,99200 Total For 125 Days = 1199200*125 = 149,900000
For Sundays (T.V) = 969600*20(Double the Budget for = 1939200*40%=7756800

Total For T.V.C = 88556800 Total for Sundays (F.M) = 200000*20=40,00000

Total Seasonal Campaign = 10,50,56,800