BRAND EXTENSION OF PRINCE CHOCOLATE INTO MILK CATEGORY LAUNCH PLAN

Presented by: Salman Sachwani: 11983 Saad: 10665 Zohair:13517 Zain: 11934 Shahbaz Saeed: 10023

EXECUTIVE SUMMARY
CBL is a highly established brand in the Pakistan biscuits industry and has the pride of being the pioneer biscuits manufacturing company in Pakistan It has created a place in the minds of the consumer with its innovation and quality. It is an industry which is still growing and has much more potential. For more than two decades CBL is engaged in the manufacturing and marketing of the brand LU. While analyzing the companys SWOT, we found an opportunity for extension for the company With CBLs reputation and Prince chocolate biscuits likability among the consumers, it seemed like a feasible extension We formulated a vision and drafted the positioning and identity for the new category in milk section.

 The main aim of this launch plan is dominate the milk industry in Pakistan and sustain the brand through continuous innovation and quality offers This launch plan has been made after extensive research, competitor analysis and consumer connect processes to browse the behavior of consumers and competitors A full-fledged trade marketing plan has been made which includes the major decisions regarding the distribution and availability of the product It was followed by drafting a trade marketing plan and communication plan. A complete 360-degree communication plan has been made to create the awareness and communicate the positioning of the brand. The advertising would be very intense in order to grow aggressively. These plans address the most minute details possible from press releases to ATL and BTL activities, media channels used etc Based on the insight that consumers seek we got to know that as far as pricing is concerned around 60% population is not very much concerned about price and are some what neutral which means that quality supersede the price as far as flavored milk is concerned. Through research we got to know that around 70% of the population consumes flavored milk. Its a good proportion so we can gain a good market share.

COMPANY PROFILE
Incorporated in 1984, the success story of LU in Pakistan began with the initiative of Hasan Ali Khan (the founder of Continental Biscuits), who signed a joint venture agreement with Generale Biscuits, the global manufacturers of the LU range, which was subsequently acquired by the Danone Group. In the year 2007 Danone sold their biscuits category to Kraft Foods of USA. Today the company has a joint venture with Kraft Foods with a shareholding of 50.5% and 49.5% respective For more than two decades CBL is engaged in the manufacturing and marketing of the brand LU. Expansive investments were made including the import of technology and professional expertise from abroad. The first undertaking was to set up a factory and establish distribution centres in the country with the ultimate objective of commencing operations and marketing our products in Pakistan.

CBL thus started its' operations in the country since September 1986 with an initial strength of 200 employees. The company first introduced its' innovative brands - TUC, Prince and Candi which proved to be an instant success. The company at present has an outstanding portfolio, under its power brands of TUC, Prince, Tiger and Candi. These brands have an array of products that falls into the category of plain biscuits, cream variants, crackers and ingredients based.

VISION
To be a leader in the biscuit business driving longterm sustainability and delivering sustainable performance for the company, environment and the community.(CBL)

MISSION STATEMENT
Throughout the world, to ensure that people can grow, live better and thrive to be full by providing them daily with better food, a greater variety of tastes and healthier pleasure.
The purpose of this Mission is to guide and to inspire, rather than to distinguish us. What does distinguish us is the way in which we fulfill this Mission. A way that is expressed through our three core values: What does distinguish us is the way in which we fulfill this mission. A way that is expressed through our three core values.

SWOT ANALYSIS

STRENGTHS
Innovation: Two flavors in one package. LUs back. Can easily afford Research & Development costs for new launch or extension. Consumers hold strong awareness of the brand. Better channels could be used to distribute the brand.

Weakness:
High cost for packaging so both the flavors might not get mixed. Properly communicate how this dual packaging works for that high cost would incur. Because of dual flavors price would be high as compare to single flavor. Consumer might think that the product is expensive in first place.

OPPORTUNITIES:

Less marketing support would be required due to strong parent brand. Huge market of milk consumer. People have become more brand conscious now. No other brand has ever come up with dual flavor in one package.

THREATS:
Nestle is our major competitor as it holds around 45% market share. It is also a threat because they can also come up with some innovation and thus capture more market share as it is a more reliable brand. Consumers would not readily buy flavored milk because of the perception that it is an artificial milk and is thus not hygienic. The above threat would also lead to high recovery cost. Like more communication would be required to educate people.

EXTENSION OF PRINCE(LU) INTO FLAVORED MILK

Consumer are becoming more and more health conscious about health Milk is associated with health Milk and cookies go with each other as a supplementary products Prince has a strong brand equity, that can be easily leveraged into milk category Flavoured milk market is not saturated in Pakistan and its growing

VISION

To provide flavoured milk high in nutrition, quality and value that would fulfil the consumers desire. PRINCE FIESTA

BRAND SCOPE PYRAMID

PriNce Biscuits POsitiONiNg

Root strength The countrys largest chocolate cream biscuit Quality of product Hygienic process and handling of materials with factors of Safety ,healthy and clean Uniform product quality and texture. Distinct brand emblem, the Prince Competitive Analysis Any other snack Share of stomach Target Anyone who enjoys a packaged snack. Consumer Insight A biscuit more densely filled with cream is perceived to be of better quality

PriNce Biscuits POsitiONiNg

Competitive Benefit The thick layer of chocolate cream makes it the most energetic biscuit out in the market Values and personality Adventures Energetic Reason to believe Has been able to maintain its quality and leadership in chocolate cream biscuits in the market over the years Discriminator Has became synonymous with chocolate cream biscuit in Pakistans market Considered as a safe option, liked by all Essence Adventure, excitement and the magical world of a childs imagination.

PRINCE FLAVORED MiLKs POsitiONiNg

Root strength A product from the countrys largest chocolate cream biscuit Quality of product High on nutrition's, vitamins and calcium Hygienically processed and packed milk Uniformity in the products quality and texture. Competitive Analysis Any healthy beverage Share of throat Target Anyone who would like I. to try out two flavors II. to make their milk drinking experience more interesting III. Get all their daily nutritional needs from one cup/pack of milk

PRINCE FLAVORED MiLKs POsitiONiNg

Consumer Insight Awareness as regards to health is increasing People are shifting towards healthy drinks Dont usually drink milk more then once a day Kids want to try out different flavors Competitive Benefit Ensures the provision of the complete daily nutritional requirement in only one serving. Easy on pocket Values and personality Adventures Energetic Reason to believe An innovative product from a company known for the quality of their products and the consistency in maintaining their standards. Discriminator The legacy of Prince biscuits, and the innovative design that allows customers to try out two flavors through a single purchase. Essence Adventure, excitement and the magical world of a imagination

CLOSE COMPETITORS POSITIONING AND ANALYSIS

Nestl Milo It was initially introduced as a chocolate and malt powder used to flavor milk and is produced by Nestl. Later it also introduced an Energetic Chocolate drink, targeted towards the future Champions. It encourages kids and teenagers to be ambitious, live an active and competitive lifestyle and celebrate their achievements. The actively support sporting events and is endorsed by athletes. Root strength A product of Nestl, known for its premium quality products. Closely associated with energy and athletes. Competitive Analysis Any other sports drink Share of throat Target Kids and teenagers who are ambitious and want to live an active and competitive lifestyle

CLOSE COMPETITORS POSITIONING AND ANALYSIS

Consumer Insight Kids have became highly competitive and are continuously on the look out for something that could give them an edge Competitive Benefit Is a Chocolate based energy drink which helps kids attain their goals and celebrate their achievements Values and personality Highly competitive Ambiguous Athletic Active Reason to believe Has been effectively serving its purpose and helping Nestle deliver its promise Discriminator Is the drink that gives you an edge A drink for future champions/ achievers Essence MILO-The official drink of play Energy and sports

Pakola Milk Pakola is one of the oldest Pakistani brand that locally formulated a carbonated soft drink. In 2005 the House of PAICOL.A decided to diversify towards the Milk processing and packaging industry. Our research shows that Pakola flavored milk has the highest share of top of mind recall. Offering flavors such as Chocolate, Rose, Mango, Ice-Cream, Pinacolada, butter scotch and kulfa . They are hygienically packaged in 250ml packs. And promise to be full of energy. Root strength From the house of Pakola Seen and associated as a local brand Competitive Analysis Share of throat Target Anyone who prefers hygienically processed and packaged Flavored milk Consumer Insight People have became more health conscious, and would prefer beverage with natural ingredients

CLOSE COMPETITORS POSITIONING AND ANALYSIS

Competitive Benefit It is a local brand and people are more open to it Values and personality Pakistani Patriotic Traditional Eastern Reason to believe Strong Heritage Discriminator The name Pakola Deep market penetration Essence The essence of Pakola is PATRIOTISM , which is also reflected by its name ie Pakistan Cola

CLOSE COMPETITORS POSITIONING AND ANALYSIS

Olpers Owsum Milk Encompasses a range of flavored milk launched by ENGRO foods Ltd. The flavored offered include chocolate, stew berry, rose, Badam & Zafran . It is directly targeted towards kids of 7-12 years of age, and the packaging integrates a comic style packaging which illustrates different stories all over the packs of each flavor. Root strength A product of Engro Foods, known to produce quality products Competitive Analysis Share of throat Target Kids who like to make their milk drinking experience more interesting by using their imagination Consumer Insight Kids find plain milk boring

CLOSE COMPETITORS POSITIONING AND ANALYSIS

Competitive Benefit Olpers market leadership in packaged milk Values and personality Fun Imaginative Family centric Reason to believe Product by Engro Foods Discriminator Innovative flavors and interactive packaging Essence
Fun , adventure and fantasy

CLOSE COMPETITORS POSITIONING AND ANALYSIS

Lacnor Established in 1978 Lacnor has now turned into a well-known regional brand that does business in over 30 overseas markets and the leader in UAE's fruit juice and dairy market. Lacnor milk is loaded with healthy goodness vitamins, calcium, protein and other essential nutrients to provide the benefits of improved daily nutrition. It emphasizes on the fact that an intake of 3 cups of milk every day is important to fulfill the nutritional needs every child and Lacnor Flavored Milk makes this convenient so every lunchbox should have one.

CLOSE COMPETITORS POSITIONING AND ANALYSIS

Almari Is another famous Middle Eastern brand offers flavored UHT milk in four flavors: Chocolate, Strawberry, Banana and Vanilla. It is only available at large Supermarkets and does not communicate locally, but still is perceived as a premium bard due to its strong presence in the foreign market.

Galaxy Is a brand of milk chocolate bars, made and marketed by Mars Incorporated. They also produce Chocolate milk flavoring and ready to drink chocolate milk. It purely focuses on the richness of the chocolate flavor and how it makes drinking milk a pleasurable experience.

CLOSE COMPETITORS POSITIONING AND ANALYSIS

Ovaltine Originally known as Ovomaltine was developed in Switzerland in 1904 is an international brand with global market .It is currently being manufactured by Nestle under license. Over the years it has managed to maintain its position as the true taste of Britain's beverage world. It is one of the brand that puts its self forward as a nutritious drink for the whole family specially targeting expectant mothers, children, athletes and the Undernourished as it promotes itself as a power drink with immense energy and 23-vitamin contents.

INDIRECT COMPETITION
Milk Flavoring A relative category that offers alternative to our product Rooh Afza Cadbury drinking chocolate Nesquik

Milk Flavoring
Bonvita

Horlicks
Complan

Indirect Competition
Juices They rank as the second best in the healthy beverages category Fruita Vitals Olfrute Nesfruta Rani Slice Shezan All Pure

JUICES
Maaza Dewland

Minute Maid

Ceasar

Lecnor

Malee

Del Monte

A delicious and healthy way of not only bringing quick touch of joy and happiness but also adding value to your purchase by acting as a problem-solver in a persons

BRAND COMPETITIVE POSITIONING MAP MILK CATEGORY PRICE

QUALITY

Marketing Mix 6Ps Of cOMMuNicatiON

Product
Prince Fiesta Shape: a neat rectangular shape with a larger width then length Category: Milk Ingredients: a combination of two separate flavoured milk Key attributes: 2 completely different flavours in one box. Easily to switch over to the other flavour. Less hassle Lower number of boxes to carry

Product Differentiation
Offering 2 flavoured milk each with their own compartment in one convenient box, saves the trouble of carrying, buying, and opening two different flavoured milks and enjoying their taste at one time. On the go comfort for the on the go people of Pakistan.

Price
Prince Fiesta (100ml) Rs. 20 Prince Fiesta (500ml) Rs. 40 Prince Fiesta (1l) Rs. 90 As a new product in the market we want to be affordable to catch the attention of shoppers as well as provide the same if not better quality that the already established competitors provide. Innovation and convenience at an affordable price.

Place
The product placement in terms of retailers and wholesalers will be selected on the product turnover rate at those locations. The most prominent stores in the country are Aghas, Naheed, Makro, Hyperstar, Imtiaz. These stores will prove to be our foundation as far as sales go due to the relatively nearby production plants. Distribution to the rest of the country will occur once our initial consumer base has been captured. Due to our already established distribution channels within a month of launch Fiesta will be available to all of the surrounding areas relatively smaller stores.

Promotion
Along with all the other Continental Biscuits Limited products Prince Fiesta will be promoted through ATL and BTL activities mostly aiming at ATL and numerous TV spots. Promotions for all FMCGs are more or less the same but due to our firstof-its-kind product we will be focusing on showing teasers through billboards becoming more revealing as the weeks pass starting just 2 months before the official launch. Once revealed, Fiesta will be in the foreground with Prince being mentioned firmly beside it albeit less focused on. This accomplishes two parts of initial branding for the product; it solidifies the products name in the minds of the consumer; it creates a connection with its parent brand and causes a connection to occur from their experiences and expectations of the parent to the future experiences and expectations for the sub-brand.

Promotion
ATL: ---- TV ---- Radio ---- Print ---- Out-of-home ---- POS and trade promotions BTL: ---- Malls ---- Schools ---- Colleges ---- Universities ---- Parks ---- Other Recreational Areas

Packaging
The box will be composed of a larger width as compared to the norm of the taller milk boxes/packs as we see in the market. It will mimic, on a smaller scale, the look of a tissue box. The packaging will be done through Tetra-pack technology and will contain a divider inside the box to separate the two flavours.

Proposition
People can now conveniently carry around their 2 favorite milk flavors in one box without having to use both their hands and being afraid of the clumsy box design to allow spillage when opening or carrying it around open.

Insights
Through research we got to know that around 70% of the population consumes flavored milk. Its a good proportion so we can gain a good market share. Nestle is a market leader as around 45% of population prefer Nestle, so they are our major competitor. 43% of population rarely consume flavored milk for that we must overcome consumption barriers by encouraging people to consume more. Through research its also prominent that the consumers are excited about 2 flavors in one pack as around 50% says they are going to buy it. As far as pricing is concerned around 60% population is not very much concerned about price and are some what neutral which means that quality supersede the price as far as flavored milk is concerned.

Insights
People are becoming more and more health conscious everyday People wants to consume healthy drinks People like novel ideas, which excite them

PRINCE FIESTA
IDENTITY Adventurous Exciting Novel Healthy Imaginative

BIG IDEA
FUN WITH FIESTA!!!

CAMPAIGN IDEA

PRINCE VERSUS MUMS

COMMUNICATION PLAN

MEASUREABLE MARKETING OBJECTIVES(MMO)

To capture the market share of 20% in two months period in flavoured milk category.

MEASUREABLE COMMUNICATION OBJECTIVES(MCO)

To form a strong emotional link with the consumers by touching their heart. To increase the awareness of Prince (2 in 1) flavoured milk to 70% in the city of Karachi within 2 months. To make Prince (2 in 1) flavoured milk most preferred brand for 40% of flavoured milk consumers.

COMMUNICATION WILL BE DIVIDED IN 4 PHASES

Phase 1 Name phases Duration Awareness 1 Weeks

Phase 2 Engagement 1 Weeks

Phase 3 Building Relations 4 Weeks

Phase 4 Reinforcement 2 Weeks

Objectives

To Create Campaign Awareness

Engaging the Target Audience

To take the customer engagement to the next level and form emotional connection with them

To ensure that the communication objectives have been met and revive their memories to ensure recall and top of the mind awareness
Short TVC OOH Digital Print Media POS

Channels

TVC OOH Digital Print Media POS

TVC OOH Digital POS Print Media

TVC University drives Digital media Event marketing OOH Print Media

CONTINUED
Prince is a young kid, age between 10 to 12 years Prince will be standing in the witness box, holding a back of Price (2 in 1) flavoured milk In the other witness box the will be a female character(Princes Mother) The character of Prince will be portrayed as naughty yet sweet (2 in 1)

CONTINUED
All the audience in one column will be wearing white color (representing vanilla flavour) and other column will be wearing brown color (representing chocolate flavour) Judge will also be consuming Prince (2 in 1) flavoured milk Whole court room will be a reflection of 2 in 1 concept

CONTINUED
This TVC will start with a Khawaja Naveed explaining what is case about. A brief memory flash back to introduce character of Prince(the kid) and his mom And this TVC will end on screen showing packets of Price(2 in 1) flavoured milk and its logo

CONTINUED
OOH: Billboards will be used to create awareness, they will be placed in major city centers and heavy traffic areas Billboards will feature picture of Khawaja Naveed, sitting on a desk and Prince (2 in 1) flavoured milk placed in front of him With a line written in the bottom Khawaja Naveed ki adalat mai anokha Mukadma Logo of Prince will be placed on top left corner of the billboard

CONTINUED
Digital: Digital media such as Facebook and Twitter will be used to capture attention of youth, and create a buzz Popular celebrities will be paid to blog about the case of price Picture that will be used for online marketing will feature picture of Khawaja Naveed, sitting on a desk and Prince (2 in 1) flavoured milk placed in front of him

CONTINUED
With a line written in the bottom Khawaja Naveed ki adalat mai anokha Mukadma Logo of Prince will be placed on top left corner of the billboard Print media: Print advertisements will be published in Dawn and Jung news papers Print ads will also be given in some highly circulated magazines (urdu and english)

CONTINUED
Theme of the print ads will be same as billboards Point of Sale(POS): At POS brochures will be distributed to the shoppers Kiosk made on the theme of 2 in 1 concept Khawaja Naveed will be asked to make appearance in Super stores and ask people have they heard about his new case

 PHASE 2-ENGAGEMENT

 TVC In phase 2 TVC will continue further with the proceeding of case, which will disclose the reasons why Prince(kid) sued his mom That reason would be that his mom keeps herself extremely busy in house hold work, never gets the quality time to spend with her family, never gets proper time to herself.

CONTINUED
OOH: BILLBOARDS WILL BE SAME AS PHASE-1

CONTINUED
DIGITAL MEDIA: FACEBOOK PAGE OF PRINCE WILL BE FORMED, WHICH WILL AN ONLINE COMPETION SUGGEST A BEST COMPINATION OF FLAVOURS FOR PRINCE 2 IN 1 , THE COMBINATION WHICH GET MOST LIKES WITHIN THE GIVEN DURATION WILL BE THE WINNER AND WILL GET RS. 50,000. BUILD ON AND CONTINUE PHASE-1

CONTINUED
PRINT MEDIA: CONTINUED SAME AS PHASE-1

PHASE 3-BUILDING RELATIONS

TVC: IN PHASE-3 TVC, JUDGEMENT WILL BE GIVEN BY KHAWAJA NAVEED MOMS ARE ADVISED TO TAKE A DAY OFF!, SOLELY TO THESELVES, WORRYING ABOUT NOTHING. CASE WILL BE DECIDED IN FAVOUR OF PRINCE. AND KHAWAJA NAVEED WILL BE TELL THEM ABOUT AN EVENT, ORGANZINED BY PRINCE 2 IN 1 A DAY OFF FOR MUMS. DATES AND LOCATION OF THE EVENT WILL BE DISCLOSED.

CONTINUED
EVENT MARKETING: DAY OFF FOR MUMS People can forget you, but they will never forget how you make them feel. In order to add saliency to the name of Prince(2 in 1) , in order to generate a soft corner in the hearts of target market, we must target Mothers This event will be all about Mothers We are determined to make it a perfect getaway from reality

CONTINUED
Average house wife spends approximately 10 hours a day (7 days a week). Mothers want to relax, but they are reluctant because they think that their house is their primary responsibility and their family member can not survive a day without them Husbands and children realize the fact that their wives/mothers worked really hard in the kitchen and they(wives/mothers) deserve a day off to themselves (without worrying about home)

CONTINUED
husband and children are even willing to encourage their mothers/wives to go to such event By doing this Prince(2 in 1) will generate a soft corner in the hearts of the whole house hold, as in survey people responded that this whole process will definitely force them to make a positive image of the brand in their mind And majority of people said they will give Prince(2 in 1) a try In this event the most important partnering is between the members of family and Prince(2 in 1). Because all of them has to play their part

CONTINUED
Time: This event will be completed in 2 weeks i.e. week 1(Saturday Gulshan And Sunday Garden) and week 2( Saturday PECHS and Sunday Nazimabad) Target areas: this event will be done in partnership with karachi city district government, to attain feasible venue in target towns which are gulshan, garden, pechs, nazimabad The event will be done on saturdays and sundays Participants will be required to register

CONTINUED
Activities: The purpose of this event is to give household women a perfect get away for them, in which our major objective is to reconnect those women with their care free days, we will try our best to revive the teenager in them and show them what they are missing out. We will encourage them to make time for themselves. Free samples of Prince (2 in 1) will be distributed to them

 Indulge them in pleasure by; Saloon haircuts, make up and styling tips , pedicure and medicure(all will be provided free). Shopping of branded stuff(eg lawns) at discounted prices. Lucky draws which can give them a chance to win diamond ring. Presence of celebrities and stars from drama series. We will also conduct a motivational session for women , in which we will tell them how can they make time for themselves, and why is it important to do so.

CONTINUED
Digital media: We will use Facebook and other social media to encourage children to encourage their mom to get registered, for this purpose we will use our facebook page, and we will make a video full of influencers(such as atif aslam, shahid afridi etc) appealing to childern that your mom deserves this day off and its your responsibility to ensure that she goes

CONTINUED
Print Media: We will use print media for two purposes 1) adds in major news paper on friday , saturday and sunday, on the front page (half page add) which will go on for 2 weeks , this will connect with husbands, and these print ads will persuade husbands to encourage their wives to go to this event. 2) women magazine such as akbaar e jahan and she etc, to connect directly with the house wives ( content of every medium will vary according to its target audience)

CONTINUED
OOH: Billboards will be use to increase the awareness of the event. Dates and location of the event will also be disclosed on the billboards Logo and pack of Price (2 in 1) will be displayed Tagline : Its your responsibility that, that she does not miss this Picture of the mother will also be displayed

CONTINUED
University Drives: To generate trails and increase awareness university drives will be done by Prince (2 in 1) Music concerts will be held at universities. Free samples will be distributed

PHASE 4 Short TVC Short TVC of 15 to 20 seconds will be used in phase 4, to facilitate recall and ensure top of the mind awareness TVC will have images from the events and short testimonial of the participants from university drives and mums day off will be included In the testimonial they will say how much fun they had and Prince 2 in 1 is the best ever flavoured milk they have tasted consumed.

CONTINUED
OOH: Billboards will also be used to facilitate recall and ensure that Prince (2 in 1) stays on top of the mind. It will have pictures of the participants from the events university drives and Mums day off Participants will be shown having fun with Prince 2 in 1 flavoured milk

CONTINUED
Digital Media: Digital media will be used to built on the work done in previous phases. Celebrities who participated in the event will be asked to blog about the event saying how much fun they had in the event, and they will also ask people what they think about the event and ask opiniion about what should be the next event

CONTINUED
Print Media Print advertisement will be placed in news papers and magazines like Dawn, Jung, Akbar e Jahan, and She. To revive memory, and ensure Prince (2 in 1) recall i.e. keep it in their evoked set. Content used in this print advertisements will be words/ expressions of the people who participated in the events done in previous phases

CONTINUED
POS Bundle Packs will be offered Buy two get one fee offers will be introduced Free give away items on purchase of pack of 6 will be introduced (pen, t shirts, diaries , wall clocks and etc ). Standees with the picture of events will be placed in stores

TRADE MARKETING PLAN

TRADE MARKETING PLAN

It will launched in the city of Karachi to start with. Will be widely available across Karachi. As Prince (2 in 1) is a new concept in the category of flavoured milk, it will create excitement in its target audience. Good shelf space will be acquired by providing traders incentives Branded freezers will be placed in super stores

 Bungle packs will be offered (buy 2 prince milk and get 1 prince biscuit half roll free) Giveaways like pen, t shirts and wall clock will be given to trader and consumers More margin will be provided to retailers and distributers as compared to its competitors. In stores BTL activities will be conducted Standees and bunting will be placed in stores Kiosk will made Discounts will be offered on bulk purchases

 Partnerships will be formed with different local Airlines and universities cafeterias, so that they would only serve Prince (2 in 1) flavoured milk

DISTRIBUTION STRATEGY

DISTRIBUTION STRATEGY
Continental biscuits have a wide spread distribution network all over Pakistan, therefore Prince (2 in 1) flavoured will leverage this distribution network, to make itself available in Karachi within the arms reach of every consumer

Brand Metrics

Customer Metrics
We want Fiesta to capture 20% of share of mouth from our competitors, immediate and those loosely related by the 6th month after launch. By the years end we should be established firmly in our customers minds by capturing another roughly 20% of the competitive market as well as begin creating associations with our products quality and affordability as well as create experiences and emotional bonding by the 2nd year. Top of mind awareness by the end of 1st year: 45% (The quality and value for money associated with the CBL and Prince name shall help with this) The company will conduct surveys and take customer feedbacks to ensure that the customers are satisfied with 2in-1 milk flavors and the flavors offered.

Distribution and Sales Targets

The long, outstanding distribution network of Continental Biscuits will allow Fiesta to be made available to many urban and rural cities of Pakistan so that it may reach each and every one of our target population with ease. Expected Sales target for the 1st year are 2 million The value in Rs. would amount to; minimalistic Rs. 40 million. Maximum; Rs. 200 million

Pricing Metrics
The retail prices will be kept constant throughout the country so as not to create any confusion, misconception or disparity among the customer base. Through customary and substitution price points this can be assured so that the customers realize the value for money they receive from this product.

Promotion Metrics
The promotion effectiveness will be measured through share of market and share of mouth. The marketing manager in charge will be responsible for measuring all ATL, BTL and promotional strategies impact in comparison to the cost incurred. If the response is positive and well in/near our expectations, we will increase the budget allotted to promotion by 10-11% along with creating innovative and more activation activities.

Brand Internal Metrics

Primary Sales: 4,000,000 boxes Secondary Sales: 3,500,000 boxes In case of Stock shortages: Each territory will have its own sales rep to keep a record of what changes are occurring and ensuring adequate stock is available so as to meet the demand. Promotion Expenditure: 12% of the budget will be allocation towards the promotional activities for Prince Fiesta.

Brand External Metrics

Share of voice: The expected share of voice for the first 3 months is 6% of the total market. Share of mouth: On the other hand share of mouth for first 3 months is 2% of total market. Awareness: Brand recognition and recall tests will be conducted periodically to monitor the extent of impact of communication.

BEM cont.
Shelf Space: Prince does not maintain a very large shelf space in any store yet manages to make a well enough number of sales. The space for Fiesta will be created next to the Prince Biscuits to form a slight connection between the two products, in terms of quality, value for money and emotional bonds to be created. Stores which are larger and have space there shall be a separate shelf placed for Fiesta Milk and Prince biscuits along with other CBL products to amplify the connection not only between parent brand and sub-brand but also parent company and its brands.

BEM
Retail audit: As its a new product, detailed retail audits will be carried after every 15-20 days to monitor the performance and customer response. Price inelasticity: The milk market tends not change its price very often although it may occur every several years. This should keep our slightly lower price(when looking at 500ml and 1l boxes) as compared to the competition at an advantage and possibly cause a downward shift in milk prices as opposed to the usual upward trend. Even if this is a one-time shift, it is enough to show the strength of our brand.

Market Research
PURPOSE AND OBJECTIVE: We conducted a survey in which we distributed questionnaire to get the insights regarding:
The perception of flavored milk. The awareness of known brands. Frequency of consumption. The extension of Prince by LU in flavored milk category.

METHODOLOGY: Sample size: 50 Respondents Data collection: Questionnaire

conclusion
According to research and detailed analysis, the launch of Prince Fiesta Milk is expected to be successful. As concept of 2 in 1, is introduced 1st time, it is expected to generate some excitement. It will be a great such Locally Manufactured product in the market and the target audience is expected to react positively to CBLs Prince brand name, quality and taste. It offers convenience, affordability, great taste and perfect quality. This will provide value for the consumers and the and stake holders.

Thank You

Contribution by members
Salman Sachwani: Trade marketing plan, communication plan, brand scope pyramid, questionnaire for market survey (division of work, coordination with group members and final review of report). Zohair: Company profile, category profile, matrices ,and6 P's of communication . Zain: Positioning elements of Prince (original), Brand positioning elements of extension(Prince juice), competitor analysis, competitor positioning. Saad: Insights, market survey,market research, brand vision,and swot analysis. Shahbaz: executive summary , conclusion, and compilation of report and editing.