Professional Documents
Culture Documents
BB-2066
KAFEEL AHMED BBE/661
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Acknowledgement:
First and foremost of all we would like to thank Allah Almighty, then Maam HIRA for all her guidance and help throughout the project, she inspired greatly to work in this project. Finally, an honorable mention goes to our families and friends for their understandings and supports on us in completing this project. Without supports of
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the particular that mentioned above, we would be facing many difficulties while doing this project.
CONTENTS:
1: Introduction to Pepsi Company..4 2: History of Pepsi Company..4 3: Mission of Pepsi Company.5 4: Vision of Pepsi Company.5 5: Introduction of crispy farayo7 6: Market environment.7
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7: Marketing mix8 8: Tvc rationale9 9: STP of crispy farayo.10 10: story board.11
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PEPSI COLA was first made in Newbern, north Caroline in united states in the early 1890s by pharmacist CALE BRADHAM on august 28, 1898 Brads drink was changed to Pepsi-cola and later target market on June 16, 1903. Caleb bradla bought the name pep kola from a local competitor and changed it to Pepsi-cola. An enzyme in our body called Pep sine helps in digesting our food so the Pepsi word was taken from this enzyme while cola is a nut rich in caffeine. This is the interesting story behind the name 0 in Pakistan. CALE BRADHAM and his customer simply thought the name sounded well or the fact that the drink had some kind of pep init because it was a carbonated drink they gave it the name Pepsi .it was made of carbonated water, sugar, vanilla, rave oils and kola nuts. Whether the originate recipe included the enzyme Pepsi is disputed.
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opportunities for growth and environment to our employees. And everything we do use strives for healthy, fairness and integrity.
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MARKET ENVIROMENT:
The product will initially be launched in Karachi. Karachi is the largely populated cities among the top 20 urban cities of Pakistan. Karachi has the largest number of professions and students, which constitute a larger part of our target market.
COMPETITOR:
As such crispy farayo has no competitor but a KNSN has a packet of fries for defray not for bake.
CONSUMER:
In this product the consumer are children and youth mostly, because if youth want to buy fries they take from stool of 10 to 20 rupees. But when mother go for groceries from super store or general store they buy it a whole packet for family members.
CUSTOMER:
As I above already mentioned, the customer is mother for this product.
PRICING:
My pricing strategy for 500 gram pack at initial stage is around 300.as the customers like our product we will create more 600 to 1000grams and pricing strategy will be increased more as per gram.
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PLACE:
Our target market dwells in areas such as Defense, Clifton, Gulshan-e-Iqbal, Bahadurabad, North Nazimabad; therefore our product will be placed in all big retail outlet chains that exist in these areas. We consider Aghas, Naheed, D-Mart, Imtiaz Supermarket, Ebco, and Macro to be good choices for initial placement of our product. However, later, when we think there is enough demand created for the product, we will move to selected kiryana stores in targeted areas.
PROMOTION:
Initial promotion of the product will be done through placing TVCs on channels most viewed by our target market. Also billboards and in malls will be used to create awareness about the product launch and demonstrating its functions. This will be done in 2 weeks. We cant do door to door sealing and other print media because we dont need that expensive other media. And also our product is not like that we do door to door sealing. The product will be launched in ten days. These media process had already done the purpose to knowing the product and awareness of our product. If we do a lot of promotion through media our budget is goes so high. We are not cut off from media promotion we did small small changes in it and then show our advertisement and point of purchasing. Than in later time when our target audience is done like house wife knows the product and buy it we do focus on encouraging consumer and also focus on sales. We can say that you buy 2 packets get one pack free and different more surprises and gifts.
PACKAGING:
Firstly the crisp farayo is pack in a polyethylene paper sheet and then it rap in a plastic packaging with designing .Its packaging done with machine of 3.66 kilowatt. Its packaging color is white, yellow and red because it is spicy garlic mayo.
1. Compact design, and easy operation. 2. Automatic on-site stop. 3. Digitally indicating the size of the film, speed of wrapping, turnout and temperature
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4. PLC based control system reliable and stable, low maintenance. 5. Speed control via A.C. invertors. 6. Photoelectric cell and dual tracking without mechanical contact.
TVC RATIONALE:
The TV commercial is based on the functionality of the product with a problem solve product element. The TVC will clearly highlight the usage of the usage of the product to its target market. Moreover, it will highlight the freshness preservation, and quality of the product. The commercial will also feature characters that would represent our target market.
The commercial will be aired on TV channels that are most watched by women, which ultimately are going to be our target audience. Geo TV, Ary Digital, Aaj TV, Hum TV: On these channels, we will air our commercial during morning time because there are morning shows on at these times which are highly watched by women. Also in the morning, there are cooking shows on these channels which are of interest to women. Apart from that, we will advertise at prime time, when there are drama serials going on, much appealing to women. ARY One World, Geo News: On these news channels, we would advertise when there is the largest traffic. Billboards will be placed at the most visible locations in Karachi where it can be seen most by our target market.
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North Nazimabad, Tariq Road, and Bahadurabad. And mostly in Karachi and Lahore they are more eat lovers.
DEMOGRAPHICALLY:
Gender: Female Since most of the buying decisions in houses is made by females. They are the ones who do groceries for houses and its their idea how things at home should be organized.
PSYCHOGRAPHY:
Our target audience is upper level income or middle level income. At least monthly income from 30,000 to onwards
BEHAVIORALLY:
It will cater in all occasions.
POSITIONING:
CRISPY FARAYO is considered to be a trusted and best brand because of its unique association. Pepsi co is positioning their product in the best of their customer satisfaction which also differentiate from their competitors. They are creating environment for people to have a life easy chance. And our product is problem solve and a crispy taste, our product slogan is CRISPY FARAYO READY 2 BAKE BY PEPSI COLLA COMPANY. As we decide it its color packaging is white, yellow and red because white color shows mayo, red color shows spicy chili and yellow color shows of fries.
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Story board:
Scene 1: A child filling hungry and his mom is not at home he is seating in front of TV and he wants to eat some like snack, fries or cookies. And suddenly he make sad face because his mom is not at home and he say no one can cut n make fries for me then his sister came and said now our problem is solve its so easy to make fries just bake it in microwave oven for 5 mints and crispy farayo will be ready. After 5 mints they will be happy because in 5 mints he has a lot of fries of spicy garlic mayo. When mother came home she will be happy with this problem solution because her children were not crying and shouting for the reason that of hungry and she said thanks to crispy farayo by Pepsi Cola Company.
When sister gave him a solution or fries they both are happy.
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Crispy farayo.
Now mother can easily go for shopping without any worries because crispy farayo solve the problem.
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