Marketing Project "Saalan"

L/O/G/O

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Optimists

• M. Haroon Shakeel • Hafiz Mohammad Hammad Nomani• Umaz Hussnain• M. Iqbal• Imran Javid• Anjum Ali• Taufeeq Khalid• BBA-ITM(12)

L/O/G/O

By: Optimists

Marketing Management

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Contents

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Idea Generation

Idea Screening

Marketing Strategy

7 P’s Analysis

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Idea Generation

Shopping TV

SMS Seat Reservation

Packed Domestic Dishes

Instantly ready to eat desi dishes

1. Daalain 2. Sabzian3. Ghosht

Packed Domestic Dishes

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Idea Screening

Comparatively easy to visualize

Processes, easy to identify

Easily available

Easily Manageable

Less Complexity

Human Resource

Supply Chain

Consumer Market

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Environmental Scanning

Survey Video..

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Quality Concerns

Availability

High Price Freshness Problem

Survey Analysis

Environmental Scanning

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Concept Development

Packed Domestic Foods

• Downsize the best possible combinations of different dishes.

• Assuring Quality & Taste

External Testing

Internal Testing

Rating

Downsize

• Rate them according to Survey.

• Test on Potential Customers•Students and Job Holders

L/O/G/O

Marketing Strategy

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Marketing Strategy

Mission Statement

“To enhance the value of domestic foods by ensuring the quality through

an accessible value delivering network”

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Marketing Strategy

Industry Consumer Market Penetration

Products and Applications Daalain Sabzian Ghosht

Competence ISO Food Standards SANHA

Target market Students Jobholders Women lacking cooking habits

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SWOT Analysis

Opportunities

Market Gap Market Expansion

Strength

Affordable Price Easily Available Urge for Quality

Threats

Competitors Mommy’s Food Dhabahs

Weakness

Negative perception regarding freshness

Quality

SWOT Analysis

L/O/G/O

Marketing Mix

L/O/G/O

Product

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Product

Brand Name

SAALANTagline

The Instant Tadka

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Product

• Logo

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Product

Packed Domestic Dishes Dishes

• Daal Mash • Daal Chana • Mix Vegetable• Aloo/Mutter Qeema• Chicken Qourma• Mutton Qourma• Achar Ghosht• Haleem

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Product

Quality Nutrition Plan Vegetable Oil (Standard Suppliers Dalda) Farm Freshness Qualified Cooks ISO Standards Production Environment

Size One Standard Plate(300g)

Height= 8.4 inches Width=6.4 inches Depth= 1.4 inches

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Product

Features Salt Sachet Black Pepper Sachet Tissue Paper Vinegar Sachet(Haleem)

Services

Return of Product on the basis of Leakage Quality

WarrantiesTill mentioned expiry date

L/O/G/O

Packaging

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L/O/G/O

Price

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Price

Fix Cost

Salary Expense

Number of units

280,000

185,000

Rs.1.5/Pack

Variable Cost

Daal (Mash) 1kg = 120

Oil 170 ml = 20

Masala 25 gm = 9

Pyaz 185 gm = 4

Tomato & 75 gm = 2

Other

155

Per Plate = 155

10

Rs. 15.5/ Pack

Fix Cost 1.5

Other Costs

Electricity & Gas = 2

Packaging = 9

Marketing Expense =10

Distributor Margin = 3

Wholesaler Margin = 2

Retailer Margin = 4

Transportation = 2

(Per Pack) 32

Variable Cost 15.5

Other Costs 32.0

Profit Margin 3.16

GST 7.84

Rs. 60

Per Pack

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Price

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

L/O/G/O

Process

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Process

Farms and Dealers

Inventory

Cooking Dept.

Packaging Dept.

Testing Dept.

Transportation Dept.

Distributors

Organizatio

n

Field Testing

L/O/G/O

Promotion

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Tools

• Newspapers & Magazines• Brochures• Signs Boards• Internet

Promotion

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Promotion

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Promotion

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Promotion

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L/O/G/O

Place

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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

L/O/G/O

People

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People

• Employees– Cooking Staff– Quality Control managers– Technical Staff– Transportation Staff– Finance and Account Managers– Marketing Managers– Dealers(Food Traders, Farm Houses)

L/O/G/O

Thank You!