ASSIGNMENT # 1

ON
MARKETING & MANAGEMENT RESEARCH
MBA WEEKEND

SUBMITTED TO

Prof.KARAMATULLAH HUSSAINI

SUBMITTED BY

ZAKI SHAHID 5195

RIZWAN GANATRA 5196
ASAD AHMED USMANI 5218
MUHAMMAD ILYAS 5202
 MINUTE MAID ARTICLE Feb 23. 2011

Marketing plan

SUMMARY

The marketing plan forms the basis of the arrival of innovative existing products. The product name is
minute maid pulpy orange. The analysis which we made in our marketing plan allows us to outline. The best
strategies to fallow for the achievement of the company goals. Pulpy orange will be marketed as unique
drink in unique packing like bottle packing. Our success will be reflected by a sizeable capture of market and
create a top spot in the market.

The following marketing plan form the basis of an innovative existing product which is launched by Coca-
Cola and that product is pulpy orange. The Minute Maid Pulpy has real orange pulp in it.

History of Company

It was in 1945 that after three years of experimentation the National Research Corporation (NRC) of
Boston, Massachusetts developed a flavorful orange juice powder from real, delicious oranges. It was made
using the same "high-vacuum process" used to dehydrate and prolong the life of such things as penicillin.

IDEA GENERATION

We are assigned to launch a new or existing product by our course instructor which is new for whole world.

Consumer demand

Consumer demand is a factor which is driven by tastes and the availability of product at different prices. For
many consumers price and value are highly related. The higher the price and higher the value. Consequently
Pulpy orange is unique product and attractive at low cost. To be to implement higher pricing through the
minimization of the non-monetary cost to customer should also be including with awareness of the product
and value of the product.

COMPETITION

Although we are launching existing product, but the element of competition is always there our product will
face two types of competitions.

1. Competition with soft drinks:

There are so many soft drinks available in the market and some of them are very much in high selling
position like, Pepsi, Miranda, Nestle, and Country and also there are so many energy drinks in market used
by consumers. So our product can face very strong competition from soft drinks.

2. Competitions with Nestle:

Orange juice is available in every part of the country. Nestle sales it at almost every part of the country so
our product can faced tough competition from our competitors. However the direct competition from local
players is not initially emphasize on product awareness and both sales channels do not reach or serve same
market
Barriers to Entry in the Market

1. Due to the numbers of competitors. It will be hard to prevent.

2. Risk of competing with emerging energy drinks.

3. Given the wide range of brands .it become very much challenge for Pulpy orange to compete.

Preservation period is just 12 months

IDEA SCREENING

From above mentioned items we select row to launch because it is easy for us. It is easy for us. It is
practically exist to launch and not required heavy finance.

Vision

To capture the whole beverage market by introducing new products

Mission statement

We are committed to capture the market position in next 2 years by bringing new dimensions in the market
thus adding a value to our customers and providing those best of best.

Hierarchy

Am CEO at my company Minute made pulpy orange (Coca Cola)

SWOT Analysis

Strength

Packing

Hygienic

For the patients of hepatitis

Weakness:

High cost

Use in urban areas

6 month prevention period

Opportunities:

New product

Assortment

Line extension

Major area is launched

Threats:

Juice

Chances of rejection

Economic condition

Natural disasters

Description of Our Product

Pulpy Orange is a popular drink among youngsters in Pakistan. It is healthy and very refreshing and very
much in used. People like to drink in summer season and very much useable for the patients. We are
introducing the Pulpy Orange in hygienic bottle packing as to save from germs.

The strategic role of ‘Pulpy Orange' in hygienic bottle packing in the market is

1. To stay as for front in the market.

2. To strengthen and satisfy the needs of new generation.

Situation Analysis

Industry Analysis

Pakistan is the developing country. The major drinks companies are Nestle, Pepsi, Maly etc.

They are providing soft drinks in Pakistan at major level. The sales level of these companies is rapidly
increase day by day. In Pakistan people really like to drink soft drinks so keeping in view we are launching
‘Pulpy Orange' in plastic bottle packing. In Pakistan 25% peoples loved to drinks soft drinks in summer
season.

Today while the soft drink industry value has increased in 2008. The volume sales of carbonated soft drinks
has declined due to large proportion of consumer who are opting for the trend towards health air alternative
in the functional drink segment (energy drink, milk and juices) as well as tetra packing juices and water. So
in these circumstances a new arrival of Pulpy Orange in packing will create its place in the market easy.
Marketing objectives

The marketing objectives of the marketing plan are concerned around three criteria

1. To create a strong consumer awareness of our Pulpy Orange product.

2. To established wide brand recognition through the capture of market in the functional drinks.

3. To become the top market leader in that particular segmentation.

Target Market

Pulpy Orange is not a new product but we are launching in a new style. So keeping it in mind we should
target the whole market on following basis.

1. Geographic segmentation

2. Demographic segmentation

3. Psychographic segmentation

4. Behavior segmentation

Geographic segmentation

Our product will be launched nationwide with emphasis on urban/metropolitan areas and adopted strategies
for all geographic groups.

Demographic segmentation

We will attract males and children's especially between the age limits of 10 to 29 years. Three cups of
orange juice a day over a 4-week period can significantly increase HDL levels and improve a patient's LDL:
HDL ratio, suggests this small study of healthy adults with moderate hypercholesterolemia

Psychographic segmentation

In this segment we will focus on the brand conscious, anchored in popular culture, inclined for differentiation
and sophistication ,very tolerated person is that most of them independent on parents. No major
responsibilities on their shoulders. Active life and importance of work and social life

Behavior segmentation

The usage rate is seasonal (peak in summer) daily bases and weekly basis and the user status will be those
who are not use to drink Pulpy Orange from Nestle. There are also some regular users.
Marketing program

Product strategy

Pulpy Orange in plastic bottle packing, pre bottled ready to drink

Trade name:

"Minute Maid"

Brand personality:

Funny, healthy .cool and energetic

Product life cycle

Pulpy Orange is a low learning product .with a strong marketing promotion. Sales will Begin immediately
and the benefits of the purchase are readily understood.

Preservation of Pulpy Orange

We can preserve Pulpy Orange by adding sodium benzoate by the ratio of 625ppm in one litter

Promotion mix

Samples

Contests

Points of purchase

Allowances

Discounts

Others

Place (distribution strategy)

Row will be distributed through these channels such as super markets, stores, foods stores

Vending machines, discounts stores and from direct sales points

Promotion strategy

Objectives

To invite strong awareness the launch of row through generation (10 to 29 years old) consumer as well as
parents to win market position over top drinks

Message

Row is a healthy drink for sporty and young peoples who simply enjoy taking care of their body and life.

Concept

• a good sprite in a body

• for the out of the ordinary peoples
• think outside the traditional row

Media selection

Before choosing the appropriate Medias, it is important to note that new generations only give partial
attention to the media. They are typically using more than one communication media at a time that behavior
is often called as multitasking advertisement.

Television: PTV, geo news, expresses news

Radio: fm101.1, 106.2

Magazines: family magazine and pool

Outdoors: bus, metro stations and bill boards

Cost of advertisement

3 minutes add on different T.V channels and radio stations and magazine on different times

Personal selling's

Direct contact with retailers and salesman's

Summing up

Based on that analysis row appears to be a profitable and innovative product with a strong outlook for
market .upon implementation of a marketing plan the row will regain increased market share and claim its
targeted situational position of market leader in the functional drinks segment as well as keeping its long-
standing consumer recognition.

Findings

http://www.articlesbase.com/social-marketing-articles/new-marketing-plan-4290857.html