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Taste Pioneer

MARKETING MANAGEMENT

SUBMITTED TO: MISS. PERKHA KHAN SUBMITTED BY: ABDUL BAREE AWAIS AQEEL SALAMAT ALI
PROJECT TOPIC:

SUGAR BITE CHOCOYUM

QUAID-I-AZAM SCHOOL OF MANAGEMENT SCIENCES,

QUAID-I-AZAM UNIVERSITY, ISLAMABAD.

Taste Pioneer

INDEX

TOPIC
ACKNOWLEDGEMENT EXECUTIVE SUMMARY COMPANYS PROFILE TASTE PIONEERS HIRARCHY STRATEGIC BUSINESS UNITS VISION, MISSION STATEMENT & CORPORATE OBJECTIVES SWOT ANALYSIS PEST ANALYSIS PORTERS FIVE FORCES AND TASTE PIONEER IDEA GENERATION SCREENING IDEAS CONCEPT DEVELOPMENT CONCEPT TESTING NEED ANALYSIS PRODUCT DEVELOPMENT TEST MARKETING MARKETING STRATEGIES

PAGE NO 1 2-4 5 6 7 8 9 10 11 12 13-14 15-17 18 19-20 20 20 21

Taste Pioneer
21-23 24 25 26 26 26-28 29 30 30-31 32-34 34-35 35-37 38-39

MARKET SEGMENTATION MATERIAL COST BUDGETED INCOME STATEMENT FEATURES PRODUCT DESIGN BRANDING PACKAGING VARIETY LABELING PRODUCT PLACEMENT PROMOTION PRICING

Taste Pioneer

ACKNOWLEDGEMENT

We are very grateful to MS. PERKHA KHAN for teaching us MARKETING MANAGEMENT. Her versatile knowledge in MARKETING field and unique teaching style has developed our knowledge and cleared many marketing concepts.

We are all the most grateful to her for assigning this project, which has further helped us in evaluating many interrelated dimensions of business field.

Taste Pioneer

EXECUTIVE SUMMARY
Taste Pioneer is one of the confectionary product companies in Wazirabad, established in 2006.The Company introduced itself by introducing toffees and candies. After awarding by the ISO certificate in 2008 the company planned to introduce its new product line of Sugar Bite. Finally in 2011 the company by the grace of Allah Almighty launched its new product that is flavored Sugar Bite. Many companies who are introducing the Sugar Bite in a single flavor . But our new products unique attribute is flavored Sugar Bite. The REODI is given the name; Sugar Bite. According to medical search Sugar Bite contains Vitamin A, Vitamin E, Vitamin K, Manganese and Zinc. Unlike traditional Sugar Bite there is flavors & new tastes with that of traditional taste the customer will love the flavored Sugar Bite which will give them new taste. Flavored Sugar Bite development process is followed by 9 steps. First we observed the need of the costumer. Then we used a systematic approach by using the internal and external sources, the brain storming of Taste Pioneer executives brought the possible ideas in front. The process of screening helped to picked out some ideas from the pole of ideas. By asking some questions from the target market the main product idea was the find. We presented the product ideas in front of targeted / potential customers thorough written or oral description. It was done to determine the attitude and initial buying intentions of the buyers about our new product. After this, we reviewed total sales, cost and profit ledger for a new product to find out whether these factors satisfy the costumers objectives or not. It was done by R & D department of the company. They developed and tested many physical versions of the product concept. Then Taste Pioneer launched the sample of Sugar Bite to determine whether to go ahead. For testing, Taste

Taste Pioneer

Pioneer selected schools colleges, and universities of Gujranwala and some urban and surrounding rural areas of Gujranwala zone. For commercialization Taste Pioneer took into consideration the important points, the stage of the product life cycle , planning for full scale marketing and manufacturing , analyze the result of the test market to determine changes in the market mix & decisions regarding warranties. Then Taste Pioneer Become able to launched its new product choco yum at a large / full scale production level . Taste Pioneer introduces its new product with good value pricing strategy (producing a good quality product but charging a low price ) in market . Taste Pioneers new product pricing decisions involved both companys internal factors and external environmental factors. Company set the price of its new product by selecting the general pricing approach cost based approach.(cost + pricing ). The price of new product i-e choco yum, to customers Rs: 25 with the profit of (12.5% Rs: 3.10 per packet). As Taste Pioneers product flavored Sugar Bite in consumer product thats company using consumer channel type. By analyzing all these things the intensive distribution channel for flavored Sugar Bite was selected as the product as the initial stage. According to nature of the product SEGMANT MARKETING was selected because the product is especially for childrens, adults and for every age of human as well. As geographically it is especially for urban areas, as there is less market share of Sugar Bite but rural areas as well. The size of promotional budget is not so much large how ever from 1 % to 10 % of profits put towards the promotional budget.

Taste Pioneer

The company divided the total promotional budget among the major promotional tools i-e advertising, sales promotions & direct marketing. The message that the company trying to put across to target audience is AB REDY KA ANOKHA ZAIQA with the appropriate slogan i-e MAZAY KI BITE The future plans of Taste Pioneer company are to introduce flavors of Sugar Bite and other foods items to introduced its product all over the country and world.

Taste Pioneer

COMPANY PROFILE
Company name: Country: City: Registered Address: Taste PioneeR ( pvt ) ltd Pakistan Wazirabad (Distt. Gujranwala) Bashir tower, overhead Bridge, G.t. road chowk, Wazirabad, Pakistan. Cappuccino Toffee, Cardamom Candies, Butter Candies, Flavored Sugar Bites Manufacturer Supplier Within Pakistan 50-60 Expected in 2012 2000 Mr. Awais Aqeel

Products:

Business type: Buyer or supplier: Geographic markets: No. of employees: Export: Year established: Legal representative/CEO:

Taste Pioneer

Taste Pioneers Hierarchy

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Taste Pioneer

SBUs of the Company

Strategic Business Units:

A unit of the company that has planned independently from companys other business. An SBU can be a company division, a product line with a division, or sometime a single product or brand

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Taste Pioneer

Vision statement
to become the largest food company in the market by creating variety, providing purity and value to our customers

Mission statement
build branded food business to improve quality of life by offering tasty, affordable and highly nutritional products to our consumers while maximizing share holders value.

CORPARTE OBJECTIVES
To achieve the sustains growth and profitability in all areas of business. To build and sustains a high performance culture, with a continuous improvement focus. To develop a customer services oriented culture with special emphasis on customer satisfaction and conveniences. To build an enabling environment, where employees are motivated to contribute to their full potential. To deliver quality product that best meet the customers financial resources.

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Taste Pioneer

SWOT ANALYSIS
Strength:
International packaging. Affordable and reasonable price. Have our own packaging plant.

Weaknesses:
Heavy capital will be required for promotion. Consumers are brand loyal toward competitors product so we have to convince them.

Opportunities:
Flavored Sugar Bite is introducing first time. Increasing usage. People are switching from unhygienic to hygienic Sugar Bite.

Threats:
Competitors can also produce the Sugar Bite in different flavors.

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Taste Pioneer

PEST ANALYSIS
Political:
Political conditions not favorable because no political stability in the country. Polices on the economy, change time to time when changes the government because of instability in political factors. Not cleared that the new government is involved in trading agreements such as EU, NAFTA, GATT or not.

Economical:
Economic condition also not favorable in the country like instability in inflation, deflation and interest rate and etc. Due to unsecure condition no foreign investment which is affecting more the Gross Domestic product (GDP),per capital income and interest rate.

Social:
Social factors favorable for Taste PioneeR. People show positive behavior for new taste. This attitude is good for company

Technological:
Technological factors are favorable and technological advancement is possible for every industry.

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Taste Pioneer
Taste Pioneer is also moving toward technological advancement with the passage of time.

Porters Five Forces & Taste Pioneer

Bargaining power of Buyers:
Our product price is fixed according to the inclination of customer so customer has to pay a fix price for the product.

Bargaining power of Supplier:

We have good terms with our suppliers. We trust on them and hope they will not create any problem for us. We have also signed agreement.

Threat of new Entrants:

The competition in an industry will be the higher; the easier it is for other companies to enter this industry. In such a situation, new entrants could change major determinants of the market environment (e.g. market share, prices, customer loyalty) at any time. There is always a latent pressure for reaction and adjustment for existing players in this industry. There is always threat of new entrants in Sugar Bite industry.

Threats of Substitutes:
A threat from substitutes exists if there are alternative products with lower price of better performance parameters for the same purpose. They could potentially attract a significant proportion of market volume and hence reduce the potential sales volume for existing players. Threat that any other company will substitute our product is present.

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Taste Pioneer

IDEA GENERATION
New product development starts with the idea generation; it is a systematic search for the new product ideas. A company has to generate many ideas in order to find a few good ones. New ideas can come from the companys own sale and production staff, intermediaries, competitor, consumers surveys, research and development department or the other resources such as trade associations, advertising agencies and govt. agencies. Analyzing the new and different views of the companys markets and studying consumer behavior are also major sources. Using the different sources for the idea generation the Taste PioneeR generated some effective and considerable ideas such as; a. Burger with camel meat b. Carrot juice in packing c. Sugar cane juice in packing d. Supplying vegetables in the dry form e. Sugar Bite in flavors To generate all above ideas the company used various channels, internal sources such as company analyzed the different products that its competitors (food production companies) were producing. Identified the needs and wants of the customers. Identified to what extent these existing products are fulfilling these needs and wants. Identified what are the needs and wants (niches) that are still to be fulfilled.

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Taste Pioneer

IDEA SCREENING
The purpose of the idea generation is to introduce more and more (large number of) ideas. The stage of idea screening is evaluating new ideas using the different criterions. In other words it is the stage of the spotting good ideas and dropping the poor ones. In this stage many question arise about an idea to check whether this idea feasible such as: Is the product useful for the customer and society? Does the need for product exist in the market? Production or manufacturing cost? Sales and distribution channels? Market segmentation and target market? What is purchasing power of the target market? What are the legal and obligations? Supply of input? How many competitors are there in the market? Taste Pioneer Company evaluates different ideas on the basis of above mentioned criteria, and decides to produce Sugar Bite in different flavors. The company decides to produce Sugar Bite in different flavors because in Pakistan its input supply is in abundant.

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Milk is the resource of producing Sugar Bite and Pakistan is one of the top ten milk producing countries in the world. And it is readily available in the rural as well as urban areas. Demand for Sugar Bite exists in the market because a large number of our population that belonged from rural area is shifting to the big cities. These are those people who are very familiar to Sugar Bite and its importance but it is unavailable in big cities so they can not use this product. The competitors that are producing the Sugar Bite they seem not to be active or aggressive competitor. The competitors are few in number and are not spending too much money on advertising and creating information about the product. Sugar Bite is an important healthful sweet item and this point can be a very good base for commercialization and advertisement of the product. Beside all above mentioned points the main and major cause behind producing Sugar Bite in different flavors. According to a survey, most of the CHILDREN do not like the Sugar Bite in its traditional flavor. In our society mothers and older people are more conscious about the health of their children. But these children always try escape. The main goal of the company is to hit this segment of market. children.

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Concept development
After idea selection, first of all for the concept development we discuss our idea to the different people and conduct a survey for introducing the Sugar Bite in different flavors. We arise some question before the people Questionnaire was developed for research and to see how People would react to such a product

Do you like Sugar Bite with different flavors? Yes 72% No 28%

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Concept Development
Develop the marketing A market development strategy targets non-buying customers in currently targeted segments. It also targets new customers in new segments. The marketing manager uses these four groups to give more focus to the market segment decision: existing customers, competitor customers, non-buying in current segments, new segments. First of all our marketing manager think about the Sugar Bite which we want to introduce into the market
Is it profitable?

The Sugar Bite in different flavor which we want to produce is profitable or not. The marketing manager should develop the market by checking the market.
Will it require the introduction of new or modified products?

The survey conduct shows the people required the Sugar Bite in new form and want to add new features and different flavors in it.
What is the target market and who is the decision maker in the purchasing process?

The major target market of Sugar Bite is the children and the youth and the old and the rural areas or rural-urban areas and urban areas.

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Taste Pioneer

What product features must the product incorporate?

The flavored Sugar Bite has the following features 1. Traditional as well as Tasty 2. Enjoy with different flavors 3. Full of energy
What benefits will the product provide?

The Sugar Bite which we are producing has the following benefits 1. Sugar Bite is rich in the most easily absorbable form of Vitamin A necessary for thyroid and adrenal health. 2. Contains lecithin, essential for cholesterol metabolism. 3. Contains anti-oxidants that protect against free radical damage. 4. Have anti-oxidants that protect against weakening arteries. 5. Is a great source of Vitamins E and K. 6. Is a very rich source of the vital mineral selenium. 7. Vitamin D found in Sugar Bite is essential to absorption of calcium. 8. Protects against tooth decay. 9. Is your only source of an anti-stiffness factor, which protects against calcification of the joints. 10. Is a source of Activator X, which helps your body absorb minerals. 11. Is a source of quick energy, and is not stored in our bodies adipose tissue. 12. Cholesterol found in Sugar Bite fat is essential to children's brain and nervous system development.

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Taste Pioneer

Concept Testing
Testing new product concept, with a group of target consumers to find out that, the concept has strong consumer appeal. Sample of potential buyers is presented with the product idea through a written or oral description to determine the attitudes and initial buying intentions. This is done before investing considerable sums of money and resources in Research and Development. Can Sugar Bite understand product attributes and the benefits that customers feel? Are more important?
Would you buy the Sugar Bite in Different Flavor?

We question to the people that they want to buy Sugar Bite in different flavor. The people who want to eat Sugar Bite in different flavor give the good response to buy Sugar Bite.
Would you replace your current brand with the new product?

The survey shows that the 66% people who like Flavored Sugar Bite will move from the Sugar Bite they are using already.
Would this product meet real needs?

The people have told that the Sugar Bite in different flavor fulfill the needs of 66% people.

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Need analysis
Needs Analysis is the formal process defined that sits alongside Requirements analysis and focuses on the human elements of the requirements. 1. Users need based requirements are complex and can conflict. 2. Users need based requirements build a bridge from the business case to the design. 3. Users need based requirements help to identify trade-offs that need to happen in the design process (i.e. where a design cannot resolve the users need based requirement conflicts) 4. Users need based requirements are there to unify the multi-disciplinary design team; enabling them to meet their business case. 5. Formulate and ask questions to do with the business plan that provide an indication of the human aspects of the system, including the relative merit of functionality. 6. Always express these findings from the users perspective. 7. Cross-relate these requirements to each other and to the impacts on the activity. 8. Allocate sufficient time during the development process to check and validate your users need based requirements. 9. Ensure that users need based requirements, are derived as low level user requirements before being transposed into system requirements. 10. Word your requirements precisely and ensure that you cover all categories of human-related requirements. 11. Create test statements to validate the users need based requirements, the concept and the implementation 12. Prior to freezing your design, validate your users need based requirements with users 13. Accept that there still may be contradictory requirements

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Taste Pioneer

The survey show there is the need of people that they want to Sugar Bite in different flavors. The Sugar Bite is simple, available in the market, the children and youth do not like to eat happily. They want new taste of Sugar Bite. The children and youth uses. Bubble Gum in their eating and do not preferred Sugar Bite because of not flavored. The almost 70 % youth gives response that they uses Bubble Gum only for taste but if there is Sugar Bite in different flavor we should move from Bubble Gum to the Sugar Bite if it is in different Flavor with best quality. The cost is also an indicator which is the need of the people that the prices should be less and reasonable. So our company mangers try to produces the Sugar Bite according to the needs of the peoples wants and requirement. The Sugar Bite is available at every shop and the super stores because the consumer purchases it easily from everywhere.

Product development
Develop a prototype, working model, lab test etc. Attributes that consumers have identified that they want must be communicated through the design of the product.

Test marketing
A test market, in the field of business and marketing, is a geographic region or demographic group used to gauge the viability of a product or service in the mass market prior to a wide scale roll-out. The criteria used to judge the acceptability of a test market region or groups include: a population that is demographically similar to the proposed target market; and relative isolation from densely populated media markets so that advertising to the test audience can be efficient and economical

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Taste Pioneer

Marketing strategies
Having a marketing strategy can be the life or death of a business. If you aren't sure how to begin and develop your marketing plan and strategy these resources will not help you.

MARKET SEGMENTATION
Market segmentation is dividing a market into smaller groups of buyers on the basis of different factors such as race, religion, region, gender, age, taste and etc. simply marketing segmentation is the disaggregating broader product market. Market segmentation provides the basis to identify and analyze the needs and wants of a particular group and responds them collectively. The Taste Pioneer has set the whole country as its product market. This decision was taken on the basis of the companys long run objectives. Market segment is a relatively homogeneous group of customers who are likely to respond a marketing mix in a similar way. The Taste Pioneer set criteria to evaluate its each and every market segment such as; Homogeneity Each market segment should be consist of such group of customers that will response the each market strategy in the same way. Substantial . The segment should be large enough to be profitable Heterogeneity The customers in the different segments should be as different as possible with respect to their likely responses to marketing mix variables. Operational.. The segment dimension should be useful for identifying customers and deciding on marketing mix variable. The Taste Pioneer divides market into different segments according to the customers region, age, taste and behavior.

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Taste Pioneer

Target marketing
Target market means that segment of market which is more effective for a company and the company wants to serve the buyer in that segment in which the buyers have the common characteristics. Geographically, our target market is Urban Regions Rural Regions Upper Class Demographically, our target market is
Children Youth Adult

Psychological, our target is Middle Class Lower Class

Region
we divide market into two main regions, rural and urban. Company skips to the rural areas because in the rural areas homemade Sugar Bite is readily available in the good quality. People in the big cities have much demand for the Sugar Bite and have enough purchasing power to response. The other factors are that here it is not readily available then the people are not satisfied with the quality of this Sugar Bite. Thus the urban area can prove a substantial market for the product.

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According to a survey conducted by the company more than 70% of urban people like to eat Sugar Bite. But from these 70% more than 80% of people are dissatisfied from the quality of the Sugar Bite they are using.

Age
The second segment is made on the basis of age. It is a human nature that its preferences and taste change with its age. According to the survey about 90% of children, youth and adult do not like Sugar Bite. 87% of the 90% dont like because of its tasteless flavor. This is the need of the market to be fulfilled by the Taste PioneeR with providing different features and different flavors. To appeal the children and youth, company has the idea to produce Sugar Bite in different flavors like strawberry, chocolates and orange. Sugar Bite with Honey and Sugar Bite with Cappuccino can also be one of the ranges of its products to fill a niche market of aged people.

Taste
Different people have different tastes so The Taste PioneeR divides the market on the basis of taste. In the survey conducted most of the people like to have the Sugar Bite in chocolate flavor and so many in strawberry flavors. So company divides and ranks these people under one category or one segment.

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Taste Pioneer
(per 50g Sugar Bite)
08.00 0.90 08.90

Material cost

Sugar Bite in Raw Form Flavor Used Per 50g

Labor cost Prime cost Factory overhead Manufacturing cost

1.10 10.00 04.00 14.00

Manufacturing cost + Cost of bundle goods Total cost of Sugar Bite + Marketing and selling expanse + Administrative expense + Organization profit

14.00 05.90 19.90 2.00 1.50 1.60

Whole seller price

25.00

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Taste Pioneer
Budgeted income statement for the first three months of

2009
Expected sales: Sugar Bite in 50g packing Rs. Rs. 2500,000

Total sales -Cost of goods sold : Direct cost of Sugar Bite for 50g packing 1750,000 Total cost Gross profit
Operating expense:

2400,000

1750,000 650,000

Selling and marketing Administrative expense Operating Expenses Operating profit /Net profit

230,000 110,000 340,000 310,000

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Features
Features are characteristics of a product that offer benefits to the customer.

In our Sugar Bite these are the following features

EASY TO USE GOOD FOR HEALTH TO STORE FOR LONG TIME SAVE TO THROAT PROBLEM TASTY TO EAT IN DIFFERENT FLAVORS

Product Style and Design

The product style and design means that what the product has the look face in the production. The FlavSugar Bite has the beautiful and the different style and design from that there is no in the market already. The design is prepared according to the requirement of customer.

Features of our Sugar Bite Style & Design

The Sugar Bite is available in good packing and in air tight packing. The product design is easy to open to quick usage.

Branding
Brand is a name, term, sign, symbol, or design or combination of these intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.
Branding helps buyers in many ways

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Brand represents customers perception about a product. Brand tells the buyer something about the product quality. A good brand name adds greatly to a products success. Branding has become so strong that hardly anything goes
unbranded. Brand names, help consumer identify products that might benefit them. Brand also says something about product quality and consistency. Buyers who always buy the same brand know that they will get the same features, quality and benefits each time when they buy.

Benefits of Branding
Provides benefits to buyers and sellers

TO BUYER:
Help buyers identify the product that they like/dislike. Identify marketer Helps reduce the time needed for purchase. Helps buyers evaluate quality of products especially if unable to judge a products characteristics. Helps reduce buyers perceived risk of purchase. Buyer may derive a psychological reward from owning the brand, IE Rolex or Mercedes.

TO SELLER:
Differentiate product offering from competitors Helps segment market by creating tailored images, Brand identifies the companys products making repeat purchases easier for customers. Reduce price comparisons Brand helps firm introduce a new product that carries the name of one or more of its existing products...half as much as using a new brand, lower co. designs, advertising and promotional costs. Easier cooperation with intermediaries with well known brands

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Facilitates promotional efforts. Helps foster brand loyalty helping to stabilize market share. Firms may be able to charge a premium for the brand.

Brand name
The survey which we conduct shows that the 90% people who like Sugar Bite want to Sugar Bite in packed and branded. Because today the customers are more loyal and quality conscious . Our management of TASTE PIONEER decides that our Sugar Bite should be branded. The brand name is CHOCO YUM. Our brand name is a unique and differentiates it from the other Sugar Bite that is already in the market. Our brand name shows the quality and the feature of Sugar Bite that shows there is something extra to Sugar Bite our brand name attract the people toward itself and will make a good position in the customers minds.

Qualities of our good brand name

EASY TO REMEMBER EASY TO SAY, SPELL AND RECALL SHOW THE CHARACTERISTICS OF PRODUCT GIVE INFORMATION ABOUT PRODUCT BRAND NAME IS MEETING THE TARGET MARKET INDICATE PRODUCTS MAJOR BENEFITS UNIQUE BRAND NAME COMPATIBLE WITH ALL PRODUCTS IN PRODUCT LINE USED AND RECOGNIZED IN ALL TYPES OF MEDIA IN MULTIPLE WORDS

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Packaging
The activity of designing and producing the container or wrapper for a product. Consists of a products physical container, label and/or insert . Approximately 15% of product selling cost . Development of a container and a graphic design for a product .

Packaging Functions include: Protect product and maintain functional form Foil shop lifting Offer convenience, Usage Promote product by communicating features "last 5 seconds of marketing", Develop reusable package for alternative use. Segmentation, tailored to a specific group Contact Lenses

Major Packaging Considerations

Packaging decision serve the channel members and the final consumer. Cost--how much are customers willing to pay for the packaging? Preprinted cost, use UPC codes Make product tampering evident to the reseller and customer, cost benefit with liability Need to consider consistency among package designs--Family packaging...category consistent...Pringles Need to inform potential buyers of new products content, features, uses, advantages and hazards. Must meet the needs of resellers--transportation, storage and handling. Environmental responsibility.
The packing of Sugar Bite is so attractive and has all the important things on it. The chocoyum Bite is in the single pack and its packing is airtight.

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Variety
The chocoyum is available in the most common desired variety and different sizes. Firstly we introduced into two different packages. 1. 50g pack 2. 100g pack

Labeling
Labels range from simple tags attached to products to complex graphics that are part of package. Most packages, whether final customer packaging or distribution packaging, are imprinted with information intended to assist the customer. For consumer products, labeling decisions are extremely important for the following reasons. Labels serve to capture the attention of shoppers. The use of catchy words may cause strolling customers to stop and evaluate the product. The label is likely to be the first thing a new customer sees and thus offers their first impression of the product. The label provides customers with product information to aid their purchase decision or help improve the customers experience when using the product (e.g., recipes).
In Our product we are labeling different flavors in different colors and look different from others and the different flavors have the different pictures on labeling. On our product label the companys history, address, and will be written something more on it. And the features of Sugar Bite like NUTRITION, MANUFACTURING DATE, EXPIRY DATE, INGREDIENTS AND THE MANNER TO USE.

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The information that our label contains: Nutrition: Vitamin A, E, K, D Ingredients: Milk, Sugar, Artificial Flavor, Sesmy Seeds, Glucose Expiry Date: Use within six months Manufacturing Date: Date of manufacturing Safety Information: Eat less Diabetes affected

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Product
Anything that can be offered to a market for attention, Acquisition, use, or consumption that might satisfy want or need of customers. Product is a key element in the overall market offering. Marketing Mix planning beings with formulating an offering that brings value to target customers. This offering becomes the basis upon which the company builds profitable relationships with customers.

Our Production plant

Product decision
Marketers make product and service decision at three levels:

1. Individual product decisions 2. Product line decision 3. Product mix decision

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The important decisions in the development and marketing of individual products and services . We will focus on decisions about product Attribute Branding Packaging Labeling and Product support services

Individual Product decision

Product Attribute Branding Packag ing Labeling Product support services

Product Attribution
Developing product involves defining the benefits that will offer these benefits are communicated and delivered by product attribute such as:

1. Quality 2. Features 3. Style & designs

Product Quality
The characteristics of a product or service that bear on its ability to satisfy stated or implied customer needs. Product quality is one of the marketers positioning tools. Quality has direct impact on product or service performance: thus, it is closely linked to customer value and satisfaction. In the narrowest sense, quality can be defined as freedom from defects. But most consumer-centered companies go beyond this narrow definition. Instead they define quality in terms of creating customer value and satisfaction.

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The Taste PioneeR will provide the Suger bite in the best quality within the reasonable price. Produce Sugar Bite under the Total Quality Management and provide the quality Sugar Bite in our target market. We will try to maintain the quality and try to improve the quality of our Sugar Bite. Our Sugar Bite has the following qualities HIGH QUALITY MATERIAL FOLLOWING TQM APPROACH STANDARDISED PROCEDURE ADOPTED STANDERDISED PROCESSING PLANT QUALITY CONTROL AT EACH AND EVERY LEVEL USE THE QUALITY FLAVOR FOR SUGAR BITE

PLACE
We describe a supply chain as consisting of all parties and their supplied activities that help a marketer create and deliver products to the final customer.

DISTRIBUTION STRATEGY
We are using conventional channel for the distribution. We have 8 main distributors in our Target Market. Distribution intensity is selective. It is intended that the distribution will be the same which is exclusively carrying the product to the retail outlets. There would be dedicated shelf spacing to maintain the SKU (stop keeping units) for example providing refrigeration and exclusively designed POPs according to specifications as per the brand image and requirements. We are providing CHOCOYUM Bite to A, B and C class stores.

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The reason why we have chosen this strategy is due to financial considerations. Profit for the distributors is 1.25%. Distributors pay cash in advance to the company to get the product. (We are using all the products supplied by these distributors). The Taste Pioneer decides to gives the discounts and the different beneficial offers to the distributers and the wholesaler and to the retailers for increasing the sales. The Eastern Foods gives to them some special gifts to the channel members.

Promotion
To communicate with individuals, groups or organizations to directly or indirectly facilitate exchanges by informing and persuading one or more audiences to accept an organization's products. Promotion is a tool to promote the product through the any media. Advertisement Direct marketing Sales promotion Public relation and publicity Personal selling

Advertisement:
Such tool which is used non-personally by any identifies responses through mass media for promoting our product that is FlavSugar Promotional objectives

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Objective Awareness Liking Preference Convince Satisfaction Process Knowledge Interest Evaluation Practice Use

Permanent consumer Repurchase

There are five players of advertisement:

Advertiser is person who advertises chocoyum Bite on any mass media, which
play very vital role to advertise our product. Advertising agencies assist our organization through following three ways.

Developing ideas for advertising Create the advertisement or add Execution through mass media Media helps our product by advertising through media channels . The suppliers also enhance the product value and sales through provide the
different special services. Target Audience also helps to increases our sales of Sugar Bite.

Direct marketing
Direct marketing is very finest tool promote our product through meet the customers with less cost. It eliminates the role of intermediates and promotes the product directly.

Sales promotions
We use the incentives and sales promotion activities to increase our sale and increase our profit.

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We give the different discount sales promotion activities like the give the free gifts to the sales promoters.

Public relations
We use efforts to increase the better image of the company. The Easter Foods is trying to best to promote its public relation in the whole Pakistans market.

Publicity
Publicity is the deliberate attempt to manage the public's perception of a subject. The subjects of publicity include people (for example, politicians and performing artists), goods and services, organizations of all kinds, and works of art or entertainment. The eastern Foods will publicity its product by using the publicity tool also.

Personal selling
A sale is the pinnacle activity involved in selling products or services in return for money or other compensation. It is an act of completion of a commercial activity. The Easter Foods also use the personal Selling. We produce a value added product for our valued customers. The company is curious about satisfying its customers in Pakistan profitably. The Easter Foods also fulfilling its social responsibility through indulging itself in various social causes. Our R & D department always looks for some new ideas and innovations in our products to satisfy our valuable customers. Our marketing strategies and programs are customers friendly. We focus on the needs and want of our customers and design and develop the products accordingly. Also we make our customer aware and ready to buy our products through every suitable medium.

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Taste Pioneer

Price
The amount of money which we charged against our product that should be called a price There are two factors:

Internal
Market objectives Following are the marketing objectives of Taste PoineeR. To maximize marketing share. To gain maximum profit Able to survive in the market by covering the cost of our product.

External
The external pricing factors are: AS nature of market there is no strong competitors As organization consideration price level as possible as whole market Price level adjustment as compare to competitors price and consumer price level The 70% of the Sugar Bite users want it in different flavors so company trying less our cost as possible to increase the demand of our product

New product pricing strategies

New product price is set by two ways. But both the methods are so nice because it is depend on the strategies.

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Taste Pioneer

Price skimming strategy: We use this strategy for those people who are having the demonstration effect. They pay more because they think costly things are good. So we set the price more and get the more revenue. The Taste Pioneer takes the reasonable prices according to the quality of the Sugar Bite. Penetration strategy: We also use the penetration strategy to capture the market by setting the low price because we think that less price is easily affordable by all. So the people buy it more and more and capture the more market share. The Sugar Bite prices should be less at that area where the competition is very much.
Psychological pricing:

The price of our Sugar Bite is in double digit and we charged the Rs. 25. The price is according to the customers mind and the customers are moved to this Sugar Bite. Because we are providing better quality and attractive packing.