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Introduction to Altunsa Slogan Refreshing world Logo

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Objectives
To increase the length of product line To increase profit To satisfy customer To face the strong competitors

Current Market Situations

Altunsa is a fresh juice product that is going to introduce in the Karachi domestic market. We are focusing to all levels of generation. The kids, youths, mature and olds and overall families

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Market Segmentations Geographics
Divided the areas of Karachi into 4 zones. A zone includes Clifton, Defence, Gulshan B zone includes North Nazimabad, Nazimabad, F.B.Area C zone includes North Karachi, Liaquatabad, Saddar D zone includes Orangi, Korangi, Old Karachi

Demographics
Equal ratio between male and female and also kids. Kids Youngsters Mature Old Age

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Market Description Product Review
The Altunsa is available in 250ml size and available in different flavors like: Mango Apple Pine-apple Orange Mix-fruit

Product Features
The products have the following Features: Available in different sizes Fresh original Fruit Juice Having Protein and Minerals Tetra Pack Protection packing

Competitive Benz Product

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Benz juices are the products of Benz Pakistan LTD. High availability Large range of flavors Standardized and attractive packing

Qualities of Benz

Price
Different sizes are available in various prices. Minimum price is 15 Rs.

Promotion
Electronic media Print Media FM Radio stations Wall Chalking

Place
Benz has wide networks all over Pakistan it has more than 300 distributors in all over four provinces of Pakistan.

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Distributors Review
Manufacturer Distributor Retailer Consumer

SWOT Analysis Strengths

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Updated technology plant Quality product Very experienced staff Pakistani made Targeted to low and middle class people. Reasonable price Approved from health department ministry of health International standard packing

Weakness
New juice industry Small distribution network Only five flavor

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Opportunities
Increase the distribution network Uses the newer technology & techniques Market is very big & attractive Gain control of more than 50% of the market share

Threats
Lack of production Lack of distribution New entrance from the exiting competitors So many competitors Increases of general sales tax Increase in prices of electricity (increase in manufacturing overheads, hence decreasing profit margin unless prices are increased)

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Objectives First Year Objectives
The objectives are: Profit maximization. To earn a good reputation and create a good image of the company.

Second Year Objectives

Increase the advertisement. Generate 60% brand awareness with in the consumers target market.

 Marketing Strategy

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The market strategy is based on positioning of the product in the mind of consumers. Providing high quality Juice to the customers.

Positioning Strategies
We want to put an image of our product in the consumers mind as compare to competitors product. We want to target the high school, college and graduate students who have to work hard and need to ALTUNSA JUICE them in an instant. We have to position our product on the base of quality, cost and nutritions.

Marketing Mix
Product Price Promotion Place

Product Strategy

Develop the long-term relationship with the customers Give values to the customers to delighting them

Product Variety
Apple Orange Peach Mango Mix-fruit

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Brand Name
The name which we have chosen for our product is ALTUNSA JUICE.

Quality
Implementing high quality standards Total quality management Acquisition of the high quality raw materials

Design
ALTUNSA JUICE is a sweet, refreshing Juice with an eye catching Tetra hedral pack.

Pricing Strategies

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Amounts are in Pak Rupees: Total cost per kg = 14.40 Units produced per kg = 4 kg Per unit production cost= 14.40/4= 3.60/Packing per Juice= 1.75/Per straw = .15/Card board box for 27 juices = .25* 27 = 6.75(.25) Total packing cost per juice pack = 1.75+.25 = 2.00/Total cost per juice pack = 3.60+2.00+.15= 5.75/Profit margin per juice pack: 1.667 Selling price per juice pack (distributor)/Invoice price per juice pack = 7.40/Selling price per box containing 27 juice packs (distributor) = 200.00/Profit per unit (manufacturer) = 1.667 Profit per pack sold (27 juice packs) = 45 Trade price= 7.40 Retail price= 10.00

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Promotion Strategy
Actually the promotion is a first step when we are launching a new product, but we make its strategies in last. We want to make a good image in the mind of customers, so that they will buy only our products.

Criteria for Promotion

In promotion our main objective is to provide: Awareness Knowledge Liking Preference Purchasing

Main Sources of Promotion

Skins Print Media Electronic Media Cable network

 Market Research

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Feedback from test market Surveys Questionnaires Example: 1. I enjoy juice that is: Fresh squeezed Made from concentrate Without pulp With some pulp Anytime at all 2. I usually prefer the following brands of juice: Nestle Benz Shezan Other 3. I drink juice because: It's a good source of energy It's a good source of vitamins It goes well with other foods It tastes great

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4. About the price of juice: I don't care much. I buy less when the price goes up. I buy extra on sale & store them. 5. About the brand(s) I buy: I often switch based upon price I sometimes buy juice I always buy the same brand Other: 6. I own a juice machine and squeeze my own juice. Yes, sometimes Yes, everyday No... 7. I am: Female Male 8. My age group is: Under 10 11-20 21-29 30-39 40-49 50-59

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Marketing Organization
Juicerss chief marketing officer, Abdul Rehman, holds overall responsibility for all of the companys marketing activities as well as other subordinates with him to help the sales campaigns , consumer sales promotions and public relations efforts.

Action Programs
January 2012: We will initiate 1,000,000 rupees: sales promotion campaign to educate dealers generate excitement for the product launch provide sample opinion leaders and celebrities as part of our public relation strategy February 2012: We will start an integrated print/displays/television campaign. June 2012: Juice advertisement continues, convey our message to comsumer. We will also support or retailer to increase our sales. July-August 2012: We plan to roll out a new advertisement having new views of customers who have used our drink which will help to promote our juice.

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Budgetting
Electronic Media Print Media Cables operator Billboards Skins advert

Electronic Media:
GEO: For 15 days 2000 PST 30sec 3 times in a day 6 lacs

Print Media:
Jung Paper: Front page quarter page 4 colour For 2 days 30,000 *2= 60,000 27 on after 3 days at back 7,000* 8 = 56,000

Dawn:
Only on Sundays 30,000*4= 1 lac 20 thousand 2,36,000/-

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Cable Operators
Advertisement will play only at Star Plus and on Cartoon Network in evening from 6 to 12 pm because viewer ship of these channels are more as compare to others. For the purpose of this company decides to spend Rs. 100,000. In this budget 4 cable operators with maximum coverage in Karachi city will play ad on the above-mentioned channels in routine for 2 months.

Billboards
Company decides to take billboards for its starting advertisement campaign this is a plan of 15 days rent for billboard is Rs.100,000 each. The sites selected by the company are in the areas of DHA Road, North Nazimabad, Gulshan-e-Iqbal, Zamzama, Tariq Road. 5*100000= 5 lacs

Skins Advert:
50 main stores/areas/shops in city Per skin cost 200 80* 200 =16000/-

 Consumer Motivation Innate & acquired needs

Consumer can fulfill both his basic innate need (thirst) and get refreshing. The consumers will feel proud of drinking tin pack drink, and show his belonging to a particular class.

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Emotional Motives
Brand personality
Brand Personality Excitement Intelligent We will later develop ads showing successful student in the college using our ALTUNSA JUICE. As well as adventurous and thrilling ads, ads with the famous celebrities like Atif Aslam & Ali Zafar.
As we are targeting the youngsters, so the packing will include base color silver, with blue and red fore color. Silver: Wealthy Red: Exciting, passionate Blue: Authority

Personality and color

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Environmental Analysis
Juicers aims to be a leading company in environmental performance By working to reduce the adverse environmental impacts of our products and activities Minimize risk Ensure legal compliance Help advance the long-term success of our company Through our environmental strategy, we work to ensure that our products are safe for Health use

Juicers environmental strategy

Juicers environmental strategy is based on lifecycle thinking, beginning with the extraction of raw materials and ending with recycling and disposal of as well as the reintroduction of recovered materials into the economic system

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Main Issues in Focus
We are continuously analyzing the materials used in our products with the aim of reducing the amount of potentially hazardous or Harmful content. We have many years to exist in a market for our own arrangements for Juice and other beverages , as well as for make strong customer relationship. Energy efficiency In our product creation as well as our own operational activities, an important area for continuous performance improvement is in energy efficiency.

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Conclusion