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PRODUCT & PRICING STRATEGIES

LAUNCHING OF
MULTI-FIZZ DRINKS

SUBMITTED TO:
MADAM IZZA REHMAN
SUBMITTED BY:
AOUN HAIDER (BBA02113018)
FAHAD MUNIR (BBA02113257)
UMAR BIN SOHAIL (BBA02113256)
UMER JAVED (BBA02113075)
Final Report

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PRODUCT & PRICING STRATEGIES

PRODUCT INFORMATION
PRODUCT NAME:
Multifizz Drinks

DESCRIPTION:
It is a liquid fizzy drink in which edible food/drink color would be included which
gives a different look. Mint & Lemon also included and it caters thirst in a better
way.

SPECIFIC FEATURES:
1)
2)
3)
4)

Fizzy Bubbly Liquid


Multi Colored
Mojito Style Drink
Standard Packaging

BENEFITS:
It quenches thirst, gives a refreshing Feeling.

OBJECTIVES
Multifizz Drinks is a determined and offering high-quality, moderately priced,
occasionally unusual products using lofty consumer care.

PREPARATIONS AND ALTERNATIVES


NEED:
The need is to cater to the thirst.

FORM:
The form would be a fizzy liquid drink.

TECHNOLOGY:
Edible food colors, soda drink.

Final Report

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PRODUCT & PRICING STRATEGIES

7PS OF MARKETING
PRODUCT:
It is a fizzy multicolored soda which is somewhat equal to a mojito but slightly
different because of the different colors introduced in it.

PRICE:
The price which is being set is Rs. 50

PLACE:
We are going to start our product at M.M Alam and Defence Y-Block

PROMOTION:
For the promotion we are going to use fliers, brochures and TVCs.

PEOPLE:
The people associated with our product are employees, management staff,
consumers and customer services people.

PROCESS:
The process through which it undergoes are mint, lemon, fizzy soda and
carbonated gas induction.

PHYSICAL EVIDENCE:
It is easily identified by its distinctive look of servings in a fancy glass and
multicolored drink.

Final Report

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PRODUCT & PRICING STRATEGIES

MARKETING PLAN
TARGET MARKET:
The target market of our company is from toddlers to youth, because of the fact
that these audiences are always intrigued and fascinated over new items that are
being launched. Moreover, the products that the company has to offer are primarily
made keeping in mind the spunky nature of our targeted audience.

COMPETITORS:
As we are introducing new extension in the existing product line so we dont have
any direct competitors but we have indirect competitors such as Caf Costa, Caf
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CUSTOMER IDENTIFICATION
TARGET MARKET AND CUSTOMER BASE:
Market Segmentation:
We have segmented our market using the following segmentations:
1. Geographic
Country--- Pakistan
Province--- Punjab
City--- Lahore
M.M Alam Road and Y-Block Defence
2. Demographic
Toddlers to Youth
Age 4-24
3. Psychographic
Social class: Multifizz Drinks will be availed for the all classes.

PRODUCT IS APPROPRIATE FOR THE TARGET MARKET:


Final Report

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PRODUCT & PRICING STRATEGIES


The audience that is defined above is the result of the qualitative survey we have
done to ensure the well-being of our company. Keeping in mind the fascination of
toddlers and intimidation of the youngsters our product would be more than
appropriate for our customers because of the fact that we have broken the chains of
stereotypical drinks making and moved forward to the ultimate form of
innovativeness in our drinks. The new form of drink would hit our customer both
psychologically and sociologically and would render our customer to buy these
refreshing drinks.

MARKETING STRATEGIES
1. DIGITAL MARKETING
As we can observe that social media are taking its toll over the immensely wide
crowd and it is more appropriate to target large amount of customers through this
medium so our strategy is to create more and more awareness through digital
marketing.

2. DIRECT MARKETING
We have the orthodox mode of communicating the large populous through direct
marketing as it includes fliers, teasers and brochures.

3. EVANGELISM MARKETING
Word of mouth carries more value than self-made advertisements and this mode is
specifically more significant than others as it creates more impact on the
consumers and creates goodwill for the company.

BENEFIT/ USEFULNESS
It is a refreshing item for the parties and kiddy parties. Moreover, it can also be
utilized for the brunch and thirst.

PRICE AND POSITIONING STRATEGY


Final Report

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PRODUCT & PRICING STRATEGIES


The basic strategy we are using is the Cost Leadership Strategy in which we are
setting the cost of our product relatively low so that other competitors cannot easily
imitate it and we are putting barriers for the new entrants as well so that they
cannot enter into the market easily.

ADVERTISING AND PROMOTIONAL PLANS


The proper advertising would be done through TVCs, e-media and print media.
For the promotional purposes fliers, teasers and brochures would be used.

DISTRIBUTION CHANNEL
The distribution channel for the propagation of our product would be M.M Alam
Road and Y-Block Defence

Final Report

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