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• Taufeeq Khalid
• BBA-ITM(12)
2
Marketing Management
By: Optimists
L/O/G/O
Contents
1 Idea Generation
2 Idea Screening
3 Marketing Strategy
4 7 P’s Analysis
4
Idea Generation
Packed Domestic
Shopping TV Dishes
5
Idea Screening
Easily Manageable
Less Complexity
Human Resource
Easily available
Supply Chain
Consumer Market
6
Environmental Scanning
Survey Video..
7
Environmental Scanning
Quality
Concerns
Availability
8
Concept Development
Packed Domestic
Foods
Downsize the best possible
Downsize combinations of different dishes.
Internal Testing
•Assuring Quality & Taste
9
Marketing Strategy
L/O/G/O
Marketing Strategy
Mission Statement
11
Marketing Strategy
Ø Industry
§ Consumer Market Penetration
Ø Products and Applications
§ Daalain
§ Sabzian
§ Ghosht
Ø Competence
§ ISO Food Standards
§ SANHA
Ø Target market
§ Students
§ Jobholders
§ Women lacking cooking habits 12
SWOT Analysis
Strength Weakness
§Affordable §Negative
Price perception
§Easily regarding
Available freshness
§Urge for §Quality
Quality
SWOT
Analysis
Opportunities Threats
§Market Gap Competitors
§Market §Mommy’s Food
Expansion §Dhabahs
13
Marketing Mix
L/O/G/O
Product
L/O/G/O
Product
Ø Brand Name
SAALAN
Ø Tagline
The Instant Tadka
16
Product
• Logo
17
Product
Ø Packed Domestic Dishes
§ Dishes
• Daal Mash
• Daal Chana
• Mix Vegetable
• Aloo/Mutter Qeema
• Chicken Qourma
• Mutton Qourma
• Achar Ghosht
• Haleem
18
Product
Ø Quality
§ Nutrition Plan
§ Vegetable Oil (Standard Suppliers
Dalda)
§ Farm Freshness
§ Qualified Cooks
§ ISO Standards
§ Production Environment
ØSize
§ One Standard Plate(300g)
§ Height= 8.4 inches
§ Width=6.4 inches
§ Depth= 1.4 inches 19
Product
Ø Features
§ Salt Sachet
§ Black Pepper Sachet
§ Tissue Paper
§ Vinegar Sachet(Haleem)
Ø Services
Return of Product on the basis of
§ Leakage
§ Quality
Ø Warranties
Till mentioned expiry date
20
Packaging
L/O/G/O
22
23
Price
L/O/G/O
Price
Fix Cost
Fix Cost 1.5 Salary Expense
Number of units
Variable Cost
Daal (Mash) 1kg = 120
Variable Cost
15.5 Oil 280,000
170 ml = 20
Other Costs
Rs. 60185,000
Masala 25 gm = 9
Other Costs 32.0 Electricity & Gas = 2
Pyaz 185 gm = 4
PerPackaging
Pack = 9
Tomato Rs.1.5/Pack
& 75 gm = 2
Marketing Expense =10
Profit Margin 3.16 Other
Distributor Margin = 3
155
Wholesaler Margin = 2
Per Plate = 155
GST 7.84 Retailer Margin
10
= 4
Transportation = 2
Rs. 15.5/ Pack
(Per Pack) 2532
Price
Ø Prices of Dishes
• Daal = Rs. 60
• Vegetable = Rs. 50
• Aloo/Mutter Qeema = Rs. 75
• Chicken Qourma = Rs. 85
• Mutton Qourma = Rs.110
• Achar Ghosht = Rs. 70
• Haleem = Rs. 70
26
Process
L/O/G/O
Process
Farms and Dealers
Field Testing
Organizatio Inventory
Cooking Dept.
Packaging Dept.
Testing Dept.
n
Transportation Dept.
Distributors 28
Promotion
L/O/G/O
Promotion
Ø Tools
•
• Newspapers & Magazines
• Brochures
• Signs Boards
• Internet
•
30
Promotion
31
Promotion
32
Promotion
33
34
Place
L/O/G/O
Place
• Channel of Distribution
• Tradtional
Coverage of Market
• Cities-Lahore, Karachi, Rawalpindi, Islamabad
• Islamabad (Store, Super Stores , Bakeries of each
Markaz)
Merchandizing
• Contemporary with noodles, spices and pickles
etc
• Inventory
• Warehouses
Lahore, Karachi
• FIFO 36
•
People
L/O/G/O
People
• Employees
– Cooking Staff
– Quality Control managers
– Technical Staff
– Transportation Staff
– Finance and Account Managers
– Marketing Managers
– Dealers(Food Traders, Farm Houses)
38
Thank You!
L/O/G/O