REPORT ON LAUNCHING

OF NEW PRODUCT
REFRESH JUICE
National College Of Computer Sciences

Topic: Report On Launching Of New Juice Refresh

Submitted To: Mem mehvish,
Submitted by:
Name: Muhammed mehmood.
Roll #: B1002
Semester: 2nd
Session: 2012-15
Date: 27-09-2012

UNIVERSITY OF SOUTH ASIA

Rahim Yar Khan Campus
 Contents of Marketing Plan
Part 1: Dedication

Part 2: Acknowledgement

Part 3: Executive summary

Part 4: Introduction

a) Vision statement
b) Mission statement
c) Company
d) Product

Part 5: Analysis

a) Current market situation

b) Objectives
c) SWOT analysis
d) Market survey
e) Marketing strategy
f) Basis of segmentation
g) Targeting
h) Marketing mix

Part 6: implementation and control

a) Budgeting
b) Action programs

Part 7: Annexes

a) Customer feedback survey

 Respected Sir,

I am pleased to submit my report on the launching of new juice

Refresh to you. I have tried my best to come up to your mark by
providing unique ideas and elegant presentation. I am thankful to you for
giving me an opportunity to survey, analyze and enhance my
knowledge.
Acknowledgement:

A work is never a work of an individual. I owe a sense of

gratitude to the intelligence and co-operation of those people who
had been so easy to let me understand what I needed from time to
time for completion of this exclusive project.

I want to express my special gratitude towards Mr. Abdul

Ghafoor lecturer, Marketing Management, for giving us such a
unique project.

Last but not the least I would like to forward my gratitude to all
the people who always endured me and stood by me and without
whom I could not have been envisaged the completion of my
project.
Executive summary:
This report explains the marketing plan for launching a fresh juice
named Refresh. This product have been made by FJ Beverages and
is approved from the Ministry Of Health. In the very beginning of
the report I explained the vision and mission statement of the
company and I have further carried out. It will be introduced in the
market with the help of various promotional displays and
advertisement and distribution of the samples to the general public.
This report examines that this product is initially launches in
Rahim Yar Khans domestic market. The study includes both
primary and secondary research. The primary study focus on
survey of the competitors and the likings and disliking of people.
Through this strategy company can penetrate in the market and can
attract bulk of customers.
For this purpose I have conducted SWOT analysis of the company
to see companys strengths, weaknesses, opportunities and threats.
Then I have explained the purposes, benefits, and objectives of the
product. Then I have make the marketing mix strategy of my
product. I have divided market into different segments and decide
to target kids, youngsters, mature and old age persons.
I have also paid special attention to the packaging, color, and
price of the product, I have decide to place my product in the
Rahim Yar Khan market, especially canteens of schools, colleges,
and universities.
I will promote my product through electronic media, cable, and
outdoor sources. I have also conducted customer feedback survey
to know the opinion of public about my product. So that I can
develop it accordingly.
INTRODUCTION TO THE FJ
BEVERAGES
Companys vision statement:

Be the leader in the customer value

Companys mission statement:

To set world class standard in the juice industry through providing a

diverse range of high quality juice products that are prepared. In
accordance with the Islamic principles striving to satisfy consumers tasks
and needs and serving the society.

THE FJ BEVERAGES BUSINESS IN

RAHIM YAR KHAN:
FJ Beverages will commence its business in Rahim Yar Khan from October
2012. The factory facility has been founded on 2o canal area of land in the
Industrial Area of the city.

The factory is expected to match the demands of the product. Wee have
ensured the installation of modern, sophisticated and efficient equipment
conforming to the very latest standards of Goods Manufacturing Practices.
INTRODUCTION TO REFRESH
People started to perished under the scorching heat of summer in our
country.
They need an energy drink to refresh themselves. The Refresh is a fresh
juice product. It provides energy and keeps fresh when people feel weak or
tired from doing work.

It contains vitamins and proteins which is a useful energy source. Vitamins

give freshness and proteins are the energy cells that recharge the human
body, so that they work their maximum.

The students, employees and workers become tired due to the workers
become tired due to the work burden and sunlight which make them feel
loose. They need an enrgy drink that makes them re energize so they may
be able to perform better again and feel fresh.

Slogan:

The taste you desire

Ingredients are:

Mango, orange, apple and mixed

Sugar
Ascorbic acid
Stabilizer
Preservative
Artificial flavor
Beta carotene
Current Market Situation:

Refresh is a fresh juice product that is going to be introduced in the

domestic market of Rahim Yar Khan. We are focusing to all levels of
generation. The kids, youth, old and over all families.

The price of the

 Refresh of moderate, because it is for everyone in the market.

Objectives:
Following are some of the objectives of the company;

To increase the 25% market share

To increase the length of product line i.e. its five now, we should
increase it to 6 or 7 soon.
To increase profits
To face strong competitors i.e. like Shezan and Nestle

SWOT Analysis:
Strength

Weakness

Opportunity

Threat

Strengths:
Updated technology plant
Quality product
Specialists available for specialized jobs and tasks
Hire experienced staff
Medical insurance of employees
Pakistani made
Targeted to low and middle class people
 Reasonable price
Expiry date above 6 months

Weaknesses:
New in juice industry
Small distribution network
Strong competitor
No market share
Limited experience of customers

Opportunities:
Increase the distribution network
Acquiring the newer technology and techniques
Market is very big and attractive
Takeover of the distribution

Threats:
Political instability
New entrance from the competitors
So many competitors
Retaining consumers
Economic instability
Increase of general sales tax
Development of plant
 Our Competitors:
The Refresh is currently facing a competitive environment. Because the
competitors of Refresh are:

Shezan
Country
Nestle

Product review:
The Refresh is available in 250ml size and available in different flavours like:

Mango
Orange
Apple
Pineapple
Mix fruit

Competitive Review:
Refresh Competitor:
The competitors of Refresh are more than 5. Nestle and Shezan are leading
market right now and other are far away from it.

Nestle and Shezan have loyal customers over the years because they are very old
and customers are aware of their merits and demerits. The companys first purpose
is to compete with the competitors having large market share.

The main competitors are;

SHEZAN

Product:
All Pure juice is a product by Shezan International Ltd.

Qualities:
High quality availability
Large range of flavors
Standardized and attractive packing
Large promotion and market coverage
Available in various weights packing

Price:
Minimum price of juice is Rs. 15

Place:
Shezan has a 35% market share in Pakistan.

Promotion:
They promote their product through

Electronic media
Print media
FM radio
Sales promotion

NESTLE

Product:
Nestle Fruita Vitals is a product by Nestle International.

Quality:
Large promotions and market coverage
Large range of flavors
High availability
 Price:
Minimum price of juice is Rs.20

Promotion:
They promote their product through

Electronic media
Print media
Sales promotion

Place:
Nestle has a 45% market share in Pakistan.

Marketing strategy:
The marketing strategy is based on positioning of the product in the mind of
consumers.

Providing high quality juice to the customers

We will distribute our product on mass level to that we can
maximize the profitability

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 and government sectors that have to work hard and need to Refresh
them is an instant.
Market Segmentation:
Refresh will have market segmentation on two basis;

Geographical segmentation
Demographic segmentation

Geographical segmentation:
The Refresh geographic target area is Rahim Yar Khan. Supplying
product to all areas of Rahim Yar Khan, and have further divided the city
into five zones.

Zone A: Gulshan-e-usman
Zone B: Gulshan-e-iqbal
Zone C: Church road
Zone D: Shahi road
Zone E: Jinnah Park
Demographic segmentation:
Demographic segmentation is done on the basis of;

Age
Gender
Income occupation
Education
Lifestyles
Social classes
Family size
Market Targeting:
Steps involve in it are;

1) Evaluate market segments:

The segments have been selected need to be evaluated properly. For this
three points are considered that are:

Segment size and growth: it needs to consider the geographic

and demographic segments company has selected for introducing
juice, the size of the segment where the juice is going to be launched
and its growth.
Segment structural attractiveness: it involves power of the
buyers of the juice, suppliers of the juice and its availability in the
segment
Companys objectives and resources: targeting should be
done in a way so that the company can achieve its targets with the
resources it have

2) Selecting segments: the segments selected by the company for

juice are:
Undifferentiated
Niche (concentrated)

Targeting:
Company will target following customers:

Kids
Youth
Mature
 Youngsters

Marketing mix:
Product
Price
Promotion
Place

Product strategy:

Develop the long term relationship with the customers

Give values to the customers to delighting them
Do whatever it takes not to satisfy the customers but retain our customers

In order to accomplish this objective the company has established sales,

marketing and support terms

Product variety:
Our product would be available in following flavors:

Mango
Apple
Orange
Grapes
Mix fruit

Brand name:
The name which we have chosen for our product is Refresh

Quality:
High quality assurance would be our first priority. This would be ensured by:
 Implementing high quality standards
Total quality management
Acquisition of the high quality raw material

Design:
Refresh is a sweet, refreshing juice with an eye catching Tetra pack.

Features:
Here are some features of our product:

Fresh original fruit juice

Provides proteins and minerals
Provides vitamins
Beneficial for kidneys
Excellent in taste
Give freshness
Tetra pack protection packing

Packaging:
Product units are packed in 6-layerad Tetra Pack Brick Aseptic

Pricing strategies:
Our pricing strategies for the product are for total cost which includes customs
services and other expenses. Pricing strategies usually changes as the product
passes through its life cycle. The price should be set at moderate level in order to
attract a large number of buyers and to gain large market share.

Amount in Pak Rupees:

The total per unit price for 250 ml packs that we will offer as follow:

The cost of fruits Rs.3

Electricity Rs.2
Factory overhead Rs.3
 Miscellaneous Rs.2
Retailer margin Rs.2
Profit Rs.3
Total price Rs.15

In accordance to our strategy we have decided to offer the product to the

customers at the price of Rs.15.The price is very much compatible and the offer is
substantial enough to attract a large percentage of market in very quick time.

Current Product New Product

Current
Market Market Penetration Strategy Product Development Strategy

New
Market Market Development Diversification Strategy
strategy

According to this grid we are introducing new product in current market so we

follow Product Development Strategy.

Communication strategies:
Promotion:
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 product image in mind of
customers, so that they will buy only our product.

Criteria promotion:
a) Awareness
b) Knowledge
c) Liking
d) Preference
e) Purchasing

Main Source Of Promotion:

I. Electronic media
II. Print media
III. Cable network
IV. Bill boards
V. Hoardings

Electronic media

Channels Time Duration Total

Geo Tv Prime Time,Post 1 Min 12 15 000
Prime Time
 AAG Tv Prime 1Min 1 80 000
Time,Early Day
AAJ Tv Early Day,Prime 1Min 1 75 000
Time
Hum Tv Post Prime,Pre- 1Min 2 40 000
Prime
Din Tv Early 1Min 2 80 000
Time,Prime
Time
Total 20 90 000

Print media:
News paper Page Coloured Size Daily Weekly Charges
&magazines or black basis basis
and white
Jang Front Coloured Standard Daily 18600
size
Express Mid Coloured Standard Daily 5000
size
Din Front Coloured Standard Daily 15000
size
The Daily Back Coloured Standard Daily 17500
Times size
Nawa waqt Back Coloured Standard Daily 15000
size
Akhbar-e- Back Coloured Full size Weekly 600 000
jahan
Total 683600

Bill boards:
Location Size Duration Total cost
Jugno Chowk 20*60 1 month 2 15 000
Jail Road 20*60 1 month 70 000
Town hall 20*60 1 month 1 15 000
Club Road 20*60 1 month 1 50 000
Total 5 50 000

Hoardings:
Location Size Duration Total cost
Shahi Road 30*90 1 month 12 00 00
Khanpur Road 30*90 1 month 10 00 00
City Centre 30*90 1 month 10 00 00
Total 32 00 00

Cable:
Location Time Cost
Gulshan-e-usman 6:00to10:00 30000
Gulshan-e-iqbal 4:00to8:00 10000
Abbasia Town 12:00to8:00 25000
Church Road 5:00to11:00 20000
Total 85000

Benefits:
Following are the additional benefits which are offered to the customers to give
them value:

I. Give 5 rappers and get one free juice pack

II. Purchases ten juice pack and get one pack free
III. If you purchases a small crate of juice then you will able to participate in
lucky draw and you can win following prizes:
1. Samsung FM Guru
 2. DVD system
3. Rs.5000

Places:
Distributors Review:
To assure the availability of its product.Refresh juice has established effective
network of registered dealers. The main target of these juice is Rahim Yar Khan.

The end consumers would then purchases Refresh juice from retailer. The
distributor are the most reliable distributors in the region. They enjoy a flawless
reputation combined with business relations with numerous retailers even in the
rural area of the Rahim Yar Khan and near sides. This has ensured that Refresh
will be made available all over Rahim Yar Khan.

MANUFACTURER

CONSUMERS DISTRIBUTOR

RETAILER WHOLESELLER

Budgeting:

Sr. No Description Amount

1 Cost of land 250,00,000
2 Raw material 5,00,0000
3 Stationery 50,000
4 Office expenses 1,00,000
5 Furniture 5,00,000
6 Staff salaries 50,000
7 Freight inward charges 60,000
8 Repair and maintainance 150,000
9 Research and development 90,000
10 Technology 10,00,000
11 Marketing media expense 6,648,630
Total 38,648,630

Controls:
This is the main and last element of the marketing planning by using this we can
check our product standard by comparing it with our standards if there is any
problem arrive in marketing plan then it must be corrected

Three main function are performed under this element of planning that is:

1. Measuring
2. Comparing
3. Correcting

Measuring:
We can check our marketing condition through measuring in which different
types of tasks may be performed like:

Survey
 Survey for the future:
In order to learn weather people would like to buy or use our product, we
have decided to conduct a market survey in future so that we can assure that
people likes our product or not.
Comparing:
In controlling process we compare our product with our standards
Correcting:
If any problem occurs then correcting process will take place in which we
found that from where the problem will arises.

A Marketing Organization:
Refreshs chief marketing officers,holds overall responsibility for all of the
companys marketing activities.There are other subordinates with him to help the
sales campaigns,trade and consumer sales promotion,and public relation efforts.

Action programs:
The Refresh will be introduced in may. Following are summaries of the action
program we will use during this summer session to achieve our stated objectives.

Step 1:
We will initiate 80,00,000 rupees trades sales promotion campaign to educate
dealers and generate excitement for the product lunch and provide sample crate to
our selected product reviews, opinion leaders and celebrities as part of our public
relation strategy

Step 2:
We will start integrate print/display/television campaign. The campaign will
show how many features the Refresh have for user to reenergize them.

Step 3:
 As the juice advertisement continues, we will add consumer sale promotion by
including them to our messages. We will also support or retailer to increase our
sales.

Step 4:
We plan to roll out a new advertisement having new views of customers
through survey who have used our drink which will help to promote our juice.
CUSTOMER
FEEDBACK
SURVEY
REFRESH JUICE
FJ Beverages

We hope you enjoyed the taste of Refresh! To help us better serve you, please complete this survey and
return it to us at your convenience. Thank you!

Very Somewhat Not

Important Important Important
Availability
Discounts offered
Packaging
Price
Juice Range

How many times you take juice daily?

a) 1
b) 2
c) More than 2
d) None
Which juice you prefer to have?
a) Loose
b) Packed
At which brand you rely?
a) Nestle
b) Shezan
c) Refresh
You like juice?
a) With sugar
b) Without sugar
What matters you most?
a) Taste
b) Quality
c) Price
How many points will you give to these products out of 10 points
a) Nestle _____
b) Shezan _____
c) Refresh _____
Up to how much price can you pay for a 250ml juice
a) Rs. I5
b) Rs. 17
c) Rs. 18
d) Rs. 20
Which flavor you like the most?
Ans:
Would you recommend our juice to your friends?
Ans:
Please rate the quality of our product
a) Excellent
b) Good
 c) Average
Any suggestions:
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