RESEARCH PROPOSAL

INTRODUCTION PRODUCTS Company will work in Fresh herbal 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. BEST CORE COMPETENCIES: TASTE FRESHNESS AND ENERGY THIRST HEALTHCARE 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 who are so conscious about their health now a days.

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

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.