BUSINESS PLAN OF (Mushroom Chips)

Marketing Management

This Major Assignment is submitted to the Department of Management Science, City University of Science and Information Technology. 29th Mar, 2012

Submitted By: ID - Program: Batch - Year: Submitted to: Teacher Signature:

Muhammad Bilal 4211 BBA (Hons) 18th 2009 Sir Shazad Khan

Table of context Topic

Introduction Market Analysis SWOT Analysis Competitors Product Offering Marketing strategy Target market Positioning Marketing Mix____________________________________ Sales forecast______________________________________

Page Number
5 6 9 12 13 14 15 15 16 18

Acknowledgement

We are grateful to our course teacher Sir Shazad Khan, for his guidelines to this Course. All the group members were worked equally to fulfill the assignment works and did all types of research activities for collecting the information related with our assignment.

INTRODUCTION
We are doing Business plan for mushroom. It is the new product for the market in the name of mushroom chips before it no one can lunch.

Purpose
To get a clear concept how to make the new product plan To acquire knowledge how to make marketing plane.

Limitations
We did not collect the current information related with our product. We had to give lot of times to collect information about competitors, market situation because enough information not available.

ASSIGNMENT METHODOLOGY
Secondary: We have use secondary method Internet: www.google.com, www.wekipidia.com, Source: thedailystar.net running newspaper.

Other: Collected information from marketing report, magazines,

Market Analysis:
Situation Analysis
We know, the market means potential customers of a product or service. Pakistan is a highly populated country. The birth rate is very high .As a result the children rate is also very high. We are not 5

producing our product not only for children but also for teenagers, young generation. So our total target market is very large. Market demands of market will also increasing as much we can position in our customers mind.
Chips demand by age
500000 400000 300000 200000 100000 0 5 to12 12 to18 18 to 24 24 to others Demand

600000 500000 400000 300000 200000 100000 0 High Middle Low Demand

All this figure are estimated depending on class and age to have an idea about demand on chips on this variables

Target market:
1. Children 3. People Middle class and higher class 6

2. Young people

4. Urban areas people

This is our target market. We want to target children as well as young people of middle and higher class of people. We are not eliminating lower class people but first we want to create demand for our product then we will try to reduce our product price and serve to all class of people.

Market demographics
Geographic:
Divisions and district town side areas such as Peshawar, Lahore, Islamabad, Karachi etc.

Demographic:
Age-5-12, 12-18, 18-24, 24 to others and higher class, middle class of people.

Product related:
1. Regular customers customers 2. Irregular Customers 3.nagetive

Behavior Factors
User enjoys the food not only for health but as a teats enjoyment. User also spends money on food for different enjoyment of unique teats.

Market Need:
Quality:
That we are first assuring in our product. It is highly reached by Protein-15.53%, Fat-20%,Saturated fat-1.42%, Carbohidrated-2.45%, Sugar-2.40%, Energy-100gm, Colastrol-0%, Sodiam-.64%, which is 7

very much essential for specially kids and young age people. Each and every process of the production is done by automatic machine.

Customer service:
The customer wants good service to build a strong customer relationship. That has a loyal customer.

Market growth:
The price of the soil meet is affordable in all classes of the society from lower to middle and from middle to higher classes. There for the growth of the market is going up. This is the one reason the other on is the change the teats of chips.

SWOT analysis:
An important tool for auditing the overall strategic position of a business and its environment. SWOT is an abbreviation for Strengths, Weaknesses, Opportunities and Threats.

Strength:
Without any touch of hand the product is made because of development of technological skills. There are another strength of the company is distribution channels. Our distribution channel is very strong; relation of the supplier and resellers is very strong. The product quality is more high comparative to the other competitors, because our main ingredients is Mushroom which is totally new flavor and taste and also work against for the cancer. Because of our good relationship with supplier, reseller and for the good transportation facility our sale will be definitely increases. Our value delivery network is in strong position. We 8

are having good relationships with our suppliers for a longer period of time.

Weakness:
Although the company is new, it has not established a brand or images in the market place this is the weakness for the product popularity. Because of the new product and company importer skills are absence here thats why we cant includes any internal facilities. For the first time the mushroom is exit in the market thats why people cant properly reliable to the product quality. Financial problem is another weakness of the company like what will be the price Cost and investment. Quality of the Mushroom is not up to mark

Opportunities and threats are external factors.

For example, an opportunity could be a developing distribution channel such as the Internet, or changing consumer lifestyles that potentially increase demand for a company's products. A threat could be a new competitor in an important existing market or a technological change that makes existing products potentially obsolete.

Opportunity:
Its an available product but of the new version of taste and quality create a new change of the customer taste. For the technological changes and advances its easier to give any information and promotional activities to know the product popularity to the people.

If the government changes politics then it will be easy to access the product to the market. Availability of the raw materials is increasing day by day which is help to produce more products.

Threats:
If government is increase the taxes and the political issues are not favor then it will be the threats for the company. The product may not be accepted to the people then it will be the great threats for the company. The product competitor rate is very high thats why sometimes we are facing many competing problem, which can be a threats of the company. Company establishment rules and regulation is strict thats why sometimes to take any easy decisions are create complicated situations.

Competitors:

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1. Product: lays
Type Owner Country Introduced Potato Chips PepsiCo United States 1932 Frito-Lay Wavy Lays Related Brands K.C. Masterpiece Lay's WOW chips Lay's Stack "Ingredients: Potatoes, Sunflower Oil, Salt

2. Product: Cheese Ball

Product Code: CB Product Description: CHEESE BALL is an extruded product made from corn and rice and coated with rich cheese powder. It is superb in taste and something to be enjoyed all the time. Ingredients: Corn, Rice, Salt, Vegetable Oil, Cheese Powder & Seasoning.

Company Name: Business Type: Product/Services: Customers: Total Annual Sales: Export Percentage: Total Annual Purchase

Meridian Foods Ltd. Manufacturer, Trading Company Chips, Chocolate, Sauce All person Below US$1 Million 1% - 10% : Below US$1 Million

Product Offering:
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The Mushroom chips, including all the features described in the product review section. The product is verified in two ways, first by the size 1) Kids 2) Family and second by the taste of the product 1) Tomato flavor 2) Potato flavor 3) Hot & Spicy flavor.

Keys success:
Mushrooms are good sources nutrition and this is our main ingredients.

Marketing Strategy:
The key to the marketing strategy is focusing on the health, diet and satisfaction of customer thought Geographic divisions and district town sides. Demographic Age-5-12, 12-18, 18-24, 24 to others and higher class, middle class of people.

Mission:
We want to be number one chips company in Pakistan and create strong relationship with our supplier and ensure our customers health security by providing more nutrition. Brand Name:

Mushroom chips

Product Name: Mushroom

Marketing Objectives:
We want to be no.1 Chips Company in Pakistan. After one month, we are collecting our sales review and satisfaction level of our customers. Diversification in our product line. We want to create social value for position in customers mind. 12

Financial objectives:
Marinating a significant research and development budget. Double profit will be earned within 3 years. Increasing production level each month by 1 % Investing more in Cultivation Of mushrooms. Establish 3 Big factory for producing large amount of product

Target market:
1. Children 3. People Middle class and higher class 2. Young people 4.urban areas people

Positioning:
To children, young people, chips customers who are seeking for delicious taste with nutrition .Mushroom chips contains mushroom that gives you taste with good nutrition because it has the highest level of Protein-15.53%, Fat-20%, Saturated fat-1.42%, Carbohidrated-2.45%, Sugar-2.40%, Energy-100gm, Colastrol-0%, Sodiam-.64%

Marketing mix:
Marketing mix consist of four basic things which is known as four Ps: product, price, place, promotion under the consideration of our product (Mushroom Chips) these four Ps are specified.

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Product:
The Mushroom chips, including all the features described in the product review section. The product is verified in two ways, first by the size 1) Kids 2) Family and second by the taste of the product 1) Tomato flavor 2) Potato flavor 3) Hot & Spicy flavor.

Price:
The mushroom chips will be introduced at Rs.14 wholesale and RS.15 estimated retail price per unite of medium size and Rs.24 wholesale and Rs.25 retail price per unite of family size product. We expect to lower the price of packets within few months. Because of the first time at market the company would like to give some discount to the retailers which will make them some profit. The company are also giving some credit terms facilities to there wholesaler and retailers.

Promotion:
The management of mushroom chips has budgeted Rs.1, 80,000.00 for there advertising and promotion activities for per month. As a new product in the market it needs huge amount of advertising and promotion activities to tell the consumer about the product and its features. For that reason management decide to go for more fancy advertise in Television, Radio, Billboards, and Web site and in Newspaper. The policy makers has decide to offer different types of popular cartoon and super hero characters stickers and tutus with per packet of Mushroom chips for Childs and purchase intensive to the wholesaler and retail for sell promotion. By organizing Charity 14

concert, Open concert, Sports tournament, Reality shows etc; mushroom chips would like to build a good relation whit people in near future.

Place:
At the very beginning Mushroom Chips will distribute to the town area of 6 divisions across the country with companies own transport system. By considering the future demand it has planned to distribute in the whole country area. For unexpected future demand it always kept sufficient amount of inventories in its own warehouse.

Sales forecast:
In this section we make expected budget of sales and cost monthly and yearly. We count break even point unit sales. We also present our expected sales revenue and profit. Our product per unit cost is 13.5 Rs. And wholesale price is 14 Rs. And Maximum retail price is 15 Rs.

Expected Sales Budget

Division Peshawar Islamabad Lahore Karachi Queta Gilgit Total Unit 5,00,000 2,00,000 70,000 80,000 50,000 60,000 9,60,000 Monthly Cartoon 5,000 2,000 700 800 500 600 Yearly Unit 60,00,000 24,00,000 8,40,000 9,60,000 6,00,000 7,20,000 1,15,20,000 Cartoon 60,000 24,000 8,400 9,600 6,000 7,200

Expected Cost Budget

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Type of Cost Variable Fixed Total

Monthly(TK) 1,10,40,000 20,00,000 1,30,40,000

Yearly(Tk) 13,24,80,000 2,40,00,000 15,64,80,000

Per Unit Cost

Per unit Cost = (Fixed cost + Variable cost) Unit Production

(2, 40, 00,000 + 13, 24, and 80,000) 1, 15, 20,000 = 13.5 Rs.

Break-even Unit Sales (Yearly)

Per Unit Sales Per Unit Variable Cost Per Unit Contribution Now, B E S in Unit = Per Unit Contribution 2, 40, 00,000 = 2.5 14 Rs. 11.5RS 2.5Rs. Fixed expense

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96, 00,000 unit.

Expected Revenue (Yearly)

Sales (1, 15, 20,000* 14) Variable Cost 16, 12, 80,000 (13, 24, 80,000)

Revenue

2, 88, 00,000

Expected Profit (Yearly)

Revenue (-) Fixed expense 2, 88, 00,000 2, 40, 00,000

Profit

48, 00,000

Controls:
The controlling process:
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In the control Process, we will compare our total result with the expected things that we are mentioned. If there is mistake s then take necessary steps to control the overall process. There will be two way of controlling. One is operational control and second one is strategic control.

Operational control:
If any changes occurred to our production process, then it will be done by operational control.

Strategic control:
If any changes occurred into strategic plan than it will be done by strategic control.

Market Audit:
We will hire a market audit or researcher to evaluate our marketing plan and give advices how to improve in operational control, strategic plan, others plans

Implementation:
Our company Mushroom chips will be introduced in May 2010. Following are summaries of the action programs we will during the first three months to achieve our stated objective.

April:
We will initiate a Rs 300000 trade sales promotion campaigns to educate retailers and generate excitement for the product launch in May. We will exhibit electronic trade show, provide mini pack sample 18

to the selected customer. Our promotion manager is responsible for this work

May:
We will start an integrated print, radio and media advertisement targeting consumers. This advertisement will show our products differentiation from other competitor. Advertisements also show our products feature to the ultimate customer. Our Advertisement manager is responsible for those works.

June:
As the multimedia campaigns continue, we will add consumers sales promotion techniques such as giving scratch card and lottery etc. Our sales manager is responsible for this type of sales increasing techniques.

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