MARKETING PLAN FOR A NEW PRODUCT WITH DIAGRAM

SUED IN A COURT OF LAW.

Prepared for:

Ms. TABINDA ISLAM

Prepared by:

GROUP LEADER: AQEEL ABBASGROUP MEMBERS: SADAF PERVAIZ

GHULAM MURTAZA UMER MALIK SHAH BAHRAM AZAM SAQI NADEEM HABIB

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DEDICATION

DEDICATED TO OUR LOVING PARENTS & TEACHERS ESPECIALLY MS. TABINDA ISLAM

AND

OUR FRIENDS/CLASS FELLOWS

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ACKNOWLEDGEMENT

First of all, we bow ourselves before ALLAH, the Merciful and Beneficent for

empowering us to start and complete this project.

The work presented in this project has been carried out under the dedicated

supervision of MS.TABINDA ISLAM. His keen interest and invaluable guidance, in

every stage of the project is greatly appreciated.

SADAF PERVAIZ

AQEEL ABBAS

OMER MALIK

SHAH BEHRAM

AZAM SAQI

NADEEM HABIB

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Statement of Confidentiality & Non-Disclosure

This document contains proprietary and confidential information. All data submitted to SUPERIOR UNIVERSTY is provided in reliance upon its consent not to use or disclose any information contained herein except in the context of its business dealings with Freshness Company Ltd. The recipient of this document agrees to inform its present and future employees and partners who view or have access to the document's content of its confidential nature.

The recipient agrees to instruct each employee that they must not disclose any information concerning this document to others except to the extent that such matters are generally known to, and are available for use by, the public. The recipient also agrees not duplicate or distribute or permit others to duplicate or distribute any material contained herein without Freshness Company Ltd's express written consent.

Freshness Company Ltd retains all title, ownership and intellectual property rights to the material and trademarks contained herein, including all supporting documentation, files, marketing material, and multimedia.

BY ACCEPTANCE OF THIS DOCUMENT, THE RECIPIENT AGREES TO BE BOUND BY THE AFOREMENTIONED STATEMENT.

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OUR MISSION STATEMENT

"We promise to respect our self and others, have the courage to do what's right, show loyalty to our university, our self, and our community, have tolerance for all, and accept responsibility for our words and actions."

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EXECUTIVE SUMMARY

Freshness Company Limited is a Pakistan-based beverages company. The Company is engaged in manufacturing, processing and sale of Beverages; Juices (sugar free, drinking water). The segments of the Company include juices and water products.

Management

Title

Name AgeTitleDate

StartDate

Chairman of the Board SAROOP ANWER

Chief Executive Officer/ Managing Director, Director

SADAF PERVAIZ 11/28/2007

Head of Finance and Control, Secretary AQEEL ABBAS Business Names

Business Name

Freshness water Limited Freshness Pakistan Ltd.

General Information Number of Employees: 2,345 (As of 12/31/2007)

Outstanding Shares: 784 (As of 12/31/2007)

Shareholders: 671 (As of 12/31/2007)

Stock Exchange: KAR

Fax Number: (42) 578-9302

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TABLE OF CONTENTS

Company’s Mission Statement 10COMPANY’S VISION STATEMENT 10

THE FRESHNES BUSINESS IN LAHORE 11

INTRODUCTION TO TEEN-AGE JUICE 12CURRENT MARKET SITUATION 13 Market Demographics 13 Geographic 13 Demographic 13MARKET DESCRIPTION 14 Product review 14 Product Features 14 COMPETITVE REVIEW 15“TEEN-AGE JUICE” COMPETITORS 15

Benz 15-16 Shezan 17DISTRIBUTORS REVIEW 18SWOT ANALYSIS 19-21PEST ANALYSIS 22OBJECTIVES & ISSUES 23MARKETNG STRATEGY 24Positioning Strategies 24MARKETING MIX 25 Product Strategy 25 Product variety 25 BRAND NAME 26QUALITY 26DESIGN 26

Pricing Strategies 26

Amounts are in Pak Rupees 27 PRICE AND QUALITY GRID 27 Communication Strategies 28CRITERIA FOR PROMOTION 28

Main Sources of Prootion 28 Market Research 29-30 Marketing Organization 31 Action Programs 31BUDGETTING 32 Electronic edia 32 Print Media 33

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Cable operators 33 Main cable operators 34 Billboard 34 Skins advert 34 Expected Revenue 35 On television 35 On News Paper 35 On Cable 36 On Billboard 36 On skins 37Promotion Strategy 38 Push 38 Pull 38Controls 39 Measuring 39 Comparing 39 Correcting 39

Consumer Motivation 40

Innate & acquired needs 40

Emotional Motives 40

Brand personality 40

Personality and color 41

Consumer Perception 41

Just noticeable Difference (j.n.d) 42

Perceptual selection 42

Selective perception 43

Perceptual Blocking 43

Perceptual organization 43

Consumer imagery 43

Perceived quality 44CONSUMER LEARNING 45

Instrumental conditioning 46

Involvement theory 46CONSUMER ATTITUDE 46

Tricomponent model 46

Attitude-towards-ad Model 47 Situation Analysis 48Social Analysis 48Environmental Analysis 49 Freshness environmental strategy 49 Main Issues in Focus 49

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Supply Chain 50APPENDIX 51-52CONCLUSION 53References 54

COMPANY’S MISSION STATEMENT

“To set world class standards in the Juice industry through providing a diverse range of

high quality Juice products that are prepared in accordance with Islamic principles

striving to satisfy consumers tastes and needs and serving the Society”

COMPANY’S VISION STATEMENT

“To be a global leader in the Juice industry, dedicated to provide fresh and pure juice

with the highest standard of quality and health and a role model for all Juice providers”

There is a strong emphasis on Research and Design in the new organization together

with a willingness to collaborate with other companies to bring advantaged products to

the market

COMPANY'S PUNCH LINE:Freshness -" Taste with low fats" - People in Pakistan generally refers cold drinks as

‘Pure Taste’. So Freshness wants to give an impression that whenever a customer think

of ‘Pure Taste’, he should think of Freshness. So the Punch line makes ‘Taste’ equal to

Freshness. Of late, we also have the “100 % pure taste”.

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THE FRESHNES BUSINESS IN LAHORE

The FRESHNES will commence its operation in Lahore from February 2009. The

factory facility has been founded on a 10 canal area of land in the Industrial area,

Riawind Road Lahore.

The factory is expected to match the demand of our products. We have ensured the

installation of modern, sophisticated and efficient equipment, conforming to the very

latest standards of "Goods Manufacturing Practices".

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INTRODUCTION TO TEEN-AGE JUICE

People started too perished under the scorching heat of summer in our country. They

need an energy drink to refresh themselves. TEEN-AGE JUICE is a fresh juice product.

It provides energy and keeps people fresh when they are felt weak or tired from doing a

lot of 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 at their maximum. With low fats

The students, employees and workers become tired due to the work burden and

sunlight which make them feel loose. They need an energy drink that makes them re-

energize so they may be able to perform better again and feel refresh.

INGREDIENTS ARE:Apple and Orange Pulp

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.

CURRENT MARKET SITUATION

Refresh is a fresh juice product that is going to introduce in the Lahore domestic market.

We are focusing to all levels of generation. The kids, youths, mature and olds and

overall families

The prices of the refresh are moderate, because it is for everyone in the society.

MARKET SEGMENTATION: The customer of the Refresh consists of following:

a. Geographic’s:

The refresh geographic target area is currently Lahore. We are supplying our product to

all area of the Lahore.

b. Demographics:

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There is an almost equal ratio between male and female and also kids.

Ages 5--- 50 are the customers. We are focusing offering

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MARKET DESCRIPTION

The TEEN-AGE JUICE is currently facing a very competitive environment. Because the

competitors of the TEEN-AGE JUICE are:-

Shezan

Country

Benz

Sunfresh

PRODUCT REVIEW: The TEEN-AGE JUICE is available in 125ml size and available in different Flavors like:

Apple

Orange

Grapes

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.

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COMPETITVE REVIEW

“TEEN-AGE JUICE” COMPETITORS:The competitors of “Refresh” juice are more than 10. Benz is leading market right now

and other companies are far away from it. Benz has loyal customers over the years

because it is very old company and customers are aware of its merits & demerits. The

company’s first purpose is to compete Benz and other juices which have large market

share.

The main competitors are Benz & Shezan.

1.BENZ

PRODUCT:

Benz juices are the products of Benz Pakistan LTD.

QUALITIES OF BENZ:a. High availability

b. Large range of flavors

c. Standardized and attractive packing

d. large promotion and market coverage

e. Available in Various weights packing.

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

PROMOTION:They promote this product through

a. Electronic media

b. Print Media

c. FM Radio stations

d. Wall Chalking

e. Billboard

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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2.SHEZAN

PRODUCT:

The product we selected is shezan juice a product by Shezan international Ltd

QUALITIES OF SHEZAN:a. High availability

b. Large range of flavours

c. Standedised and attractive packing

d. large promotion and market coverage

e. Available in Various weights packing.

PRICE:

Minimum price of juice is 10 R.s .

PLACE: Shezan has a large market share in Pakistan.

PROMOTION:

They promote this product through

a. Electronic media

b. Print Media

c. FM Radio stations

d. Wall Chalking

e. Billboard

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DISTRIBUTORS REVIEW

To assure the availability of its product “Refresh” juice has established effective network

of registered dealers. The main target of these juices is Lahore.

We don’t have our own distribution channel; we have a third party association for this

activity. The distributor directly picks the order from the factory floor and distributes it to

the various retailers and wholesaler.

The end consumer would then purchase “TEEN-AGE JUICE” from the retailer. The

distributor hired by us is amongst the most reliable distributors in the region. They enjoy

a flawless reputation combined with business relations with numerous retailers even in

the rural areas of Lahore and near sides. This has ensured that “TEEN-AGE JUICE” will

be made available all over Lahore.

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MANUFACTURER DISTRIBUTOR RETAILER CONSUMER


SWOT ANALYSIS

STRENGTHS:

Updated technology plant

Quality product

Specialists available for specialized jobs and tasks

Very experienced staff to its credit

Medical insurance of employees

Pakistani made

Targeted to low and middle class people.

Reasonable price

Approved from health department ministry of health

International standard packing

Artificial flavors free

Expiry date above 3 months

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WEAKNESS

new juice industry

small distribution network

Only three flavor.

OPPORTUNITIES

Increase the distribution network.

Pursue the newer technology & techniques.

Market is very big & attractive.

Take-over of the distributor

Gain control of more than 50% of the market share.

Increased demand of high quality products due to Lahore being a developed city.

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THREATS Political instability.

No political affiliation

lack of production

lack of distribution

new entrance from the exiting competitors

so many competitors

retaining consumers

Economic instability.

Increases of general sales tax

Increase in prices of electricity (increase in manufacturing overheads, hence

decreasing profit

margin unless prices are increased)

Imposition of heavy taxes on import of machinery

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Pest Analysis

Analysis Political

Economical

Social

Technological

Political factors:Environment is investor friendly beverages sector is under de-regulation.

Economical factor:Market should consider long term and short term of a trading market. Inflation is

controlling by state bank and under strict eyes but unemployment rate is going up and

up with the increase level of poverty.

Social factor:As Pakistan is an Islamic country and people are very strict in case of Islam any things

against the philosophy of Islam on either print or electronic media are treated as against

Pakistan.

Technological factor:Company has technology with which they can compete in the Pakistan and now company is investing in their infrastructure to not only expand but also to upgrade their existing structure.

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OBJECTIVES & ISSUES

Objective and Goals must be smart for the purpose of marketing plan as we know

SMART means specific, measurable, attainable, realistic and timely

Growth in all regions.

Satisfy our customer.

Provide high quality Fruit Juice.

FIRST YEAR OBJECTIVE:

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.

ISSUES : Following are the issues that “TEEN-AGE JUICE” is facing:

In relation to the product launch our major issue is the ability to establish a well

regarded brand name linked to a meaningful positioning. We must heavily invest in

market to create an image of our company and our brand. We also need to measure the

awareness and response from the customer about our product. So we can adjust our

marketing efforts.

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MARKETNG STRATEGY

The market strategy is based on positioning of the product in the mind of consumers.

Providing high quality Juice to the customers.

Targeting upper-end income as the end customers.

1. POSITIONING STRATEGIES :

We want to put an image of our product in the consumers mind as compare to

competitor’s product. We want to target the high school, college and graduate students

who have to work hard and need to “TEEN-AGE JUICE” them in an instant. We have to

position our product on the base of quality, cost and nutrition’s.

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MARKETING MIX

Product

Price

Promotion

Place

2. 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 teams.

PRODUCT VARIETY:Our product would be available in the following flavors:-

Apple

Orange

Grapes

Mix-fruit

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BRAND NAME:

The name which we have chosen for our product is “TEEN-AGE JUICETEEN-AGE JUICE””.

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 materials

DESIGN:

““TEEN-AGE JUICETEEN-AGE JUICE”” is a sweet, refreshing Juice with an eye catching Tetra hedral

pack.

3. PRICING STRATEGIES: Our pricing strategies for the product are for total cost, which include custom services

and other expenses. Pricing strategy usually change 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.

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Amounts are in Pak Rupees:

Total cost per kg = 14.40Units produced per kg = 4 kgPer 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: 1.667Selling 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

PRICE AND QUALITY GRID: This grid shows what pricing strategy a firm is perusing:-

ECONOMY

PENETRATION

“FRESHESS”“FRESHESS”

SKIMMING PREMIUM

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PRICE

LOW

HIGH

LOW HIGH

Quality


According to this grid we are offering high quality at low price. So we are following penetration strategy.

4. 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 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

5. MARKET RESEARCH: Using research, we are identifying the benefits that our target market segments value.

Using the research tools as:

o Feedback from test market

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o Surveys

o Questionnaires

Brand awareness research will help us determine the effectiveness and efficiency of our

message.

Example:

1. I enjoy juice that is: Fresh squeezed

Made from concentrate

Without pulp

With some pulp

Anytime at all

Others:

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

Others:

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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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6. MARKETING ORGANIZATION:

FRESHNESS’s chief marketing officer, GHULAM MURTAZA, holds overall

responsibility for all of the company’s marketing activities. There are other subordinates

with him to help the sales campaigns, trade and consumer sales promotions, and public

relations efforts.

7. ACTION PROGRAMS: The “TEEN-AGE JUICE” will be introduced in February. Following are summaries of the

action programs we will use during this summer session to achieve our stated

objectives.

January we will initiate 1000000 rupees trade sales promotion campaign to educate

dealers and generate excitement for the product launch, and provide sample crates to

our selected product reviewers, opinion leaders and celebrities as part of our public

relation strategy.

February We will start an integrated print/displays/television campaign. The campaign

will show how many features the “TEEN-AGE JUICE” have for users to reenergize

them.

June As the juice advertisement continues, we will add consumer sales promotion by

including them to our messages. We will also support or retailer to increase our sales.

July-August 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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8. BUDGETTING: Electronic Media Print Media Cables operator Billboards Skins advert

A. ELECTRONIC MEDIA:

Geo:For 15 days

2000 PST

30sec

3 times in a day

6 lacs

B. PRINT MEDIA:

Nawai waqt:Front page quarter page 4 colour

For 2 days

30000 * 2 = 60000

27” on after 3 days at back

7000* 8 = 56000

Jang:Only on Sundays

30000*4= 1 lac 20 thousand

236000/-

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C. CABLE OPERATORS:

Advertisement will play only at Ten Sports and on Star plus 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 Lahore city will play ad on the above-mentioned channels in

routine for 2 months.

Main cable operators

Sanda to mansoora

Food Street to mughalpoora

100000*2= 2 lacs/2= 1lac

D. 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 Mall Road, DHS, Allama Iqbal Town, Liberty Market, kalma

chowk,

5 * 100000= 5 lacs

E. SKINS ADVERT:

50 main stores/areas/shops in city

Per skin cost 200

80* 200 = 16000/-

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Expected Revenue

Total population of Lahore = 7500000

A. ON TELEVISION:

Expenditure: 600000/-20% of population viewed our ad= 7500000*20 /100 =1500000

10% of viewed population tried our product = 1500000 * 10 / 100 =150000

10% of population tried became our average customer = 150000*10/100=15000

On 1 unit sold we get profit = 1.667/-

On 15000 units we get = 15000*1.667 =25005/-

For 30 days = 2 5005 * 30 =750150/-

Revenue = 750150/-

B. ON NEWS PAPER:

Expenditure: 236000/-Total readership = 3000000

25% of Readership viewed our ad= 3000000*25 /100 = 750000

10% of Readership tried our product =750000 * 10 / 100 =75000

10% of tried became our average customer = 75000*10/100 = 7500


On 7500 units we get = 7500*1.667 =12502.5/-

For 30 days = 12502.5* 30 =375075/-

Revenue = 375075/-

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C. ON CABLE:

Expenditure: 100000/-10% of population viewed our ad= 7500000*10 /100 = 750000


10% of population tried became our average customer = 75000*10/100 = 7500


On 13000 units we get = 7500*1.667 =12502.5/-

For 30 days = 12502.5 * 30 =375075/-

Revenue = 375075/-

D. ON BILLBOARD:

Expenditure: 500000/-20% of population viewed our ad= 7500000*20 /100 =1500000


10% of population tried became our average customer = 150000*10/100 = 15000


On 15000 units we get = 15000*1.667 =25005/-

For 30 days = 25005 * 30 =750150/-

Revenue = 750150/-

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E. ON SKINS

Expenditure: 16000/-Total readership = 300000

25% of Readership viewed our ad= 300000*25 /100 = 75000

10% of Readership tried our product =75000 * 10 / 100 =7500

10% of tried became our average customer = 7500*10/100 = 750


On 13000 units we get = 750*1.667 =1250.25/-

For 30 days = 1250.25 * 30 =37507.5/-

Revenue = 37507.5/-

Total revenue: 2287957.5/-

Only total expenditure: 1552000/-

2287957.5- 1552000 =735957.5/-

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Promotion Strategy

"Push or Pull"?

Marketing theory distinguishes between two main kinds of promotional strategy - "push" and "pull".

Push: A “push” promotional strategy makes use of a company's sales force and trade promotion activities to create consumer demand for a product. The Freshness promotes the product to wholesalers, the wholesalers promote it to retailers, and the retailers promote it to consumers. For example Freshness promote their products via retailers such as Juices, energy drinks. Personal selling and trade promotions are often the most effective promotional tools for companies such as Freshness. for example offering subsidies on the Different flavors of juices to encourage retailers to sell higher volumes. A "push" strategy tries to sell directly to the consumer, bypassing other distribution channels (e.g. selling insurance or holidays directly). With this type of strategy, consumer promotions and advertising are the most likely promotional tools.

Pull:

A “pull” selling strategy is one that requires high spending on advertising and consumer promotion to build up consumer demand for a product. If the strategy is successful, consumers will ask their retailers for the product, the retailers will ask the wholesalers, and the wholesalers will ask the producers.

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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 the it must be corrected.

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

Measuring

Comparing

Correcting

Measuring:We can check our marketing condition through measuring in which different types of

tasks may be performed like

Surveys

Questionnaires

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.

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Consumer Motivation

Innate & acquired needs

Consumer can fulfill both his basic innate need (thirst) and acquired need (egoistic

need) at the same time.

Emotional Motives

We will target the emotional motives (pride) of consumers. The consumers will feel

proud of drinking tin pack drink, and show his belonging to a particular class.

Brand personality

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Brand Personality

Excitement Competence Ruggedness

- Spirited- Up-to-date - intelligent - outdoorsy


We will later develop ads showing successful student in the college using our TEEN-

AGE JUICE. As well as adventurous and thrilling ads, ads with the famous celebrities

like Atif Aslam & Ali Zafar.

Personality and color

As we are targeting the youngsters, so the packing will include base color ‘silver’, with

‘blue’ and ‘red’ fore color.

Silver wealthyRed exciting, passionateBlue authority

Consumer Perception

Just noticeable Difference (j.n.d)

The competitor’s quantity of tin pack is usually 330 ml. But our product’s quantity will be

350 ml (above j.n.d level). Provide less calories 35.4 kcal (above j.n.d level).

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Perceptual selection

Nature of stimulus:Our brand name is “TEEN-AGE” related to teenage YOUTH. The brand name will be

easy to remember, recall and the consumers can relate it to the youngsters.

Expectation:It is the common perception of Pakistani people that the local made JUICES like

Country, fruity etc. are of inferior quality. Similarly, the drinks in regular bottles are

mostly counterfeits.

In order to change the perception, we have introduced the drink in Tin pack to establish

good image about the quality.

Selective perception

Selective attention:We will use attractive colors like olive, orange in the back ground of the advertisement

in the print media in order to get the attention of the youngsters. The advertisement will

be pasted up side down, so that the consumers will pay special attention to the ad as it

will create a unique look.

Also in the T.V advertisements, the popular songs of Pop singers like Atif Aslam , Ali

Zafar will be played as background music for stimulus generalization.

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Perceptual Blocking: We shall organize and sponsor a 20/20 Cricket Cup among the regional cricket

teams.

Place our product’s advertising hoarding in the cricket matches of Pakistan.

Be the official sponsors of the Pakistan Hockey team.

Repetition of advertisement on different channels.

Placement of product in T.V dramas.

Organize musical concerts.

Sponsor the Geo sports news.

Perceptual organization

Figure and groundAttractive colors like olive, orange in the back ground of the advertisement in the print

media.

Popular songs of the Pop singers like Atif Aslam , Ali Zafar will be played as background

music in T.V advertisement and these celebrities will also perform in the advertisement.

These celebrities are popular among the youngsters.

Consumer imagery

Product positioningTEEN-AGE JUICE will be positioned as a drink for the youngsters who are enthusiastic,

extroverts and energetic and who enjoy their life.

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Perceived quality

Extrinsic cues

TEEN-AGE JUICE will be introduced in Tin pack to establish good image about the quality.

As we are targeting the youngsters, so the packing will include base color ‘silver’ , with ‘blue’ and ‘red’ fore color.

Pop singers Atif Aslam , Ali Zafar’s appearance in the advertisement.

CONSUMER LEARNING

Classical conditioning

Repetition Repetition of advertisement on different channels.

Stimulus discriminationPositioning “TEEN-AGE” against the competitors (NESTLE, SHEZAN) as drink for the

youngsters who are enthusiastic, extroverts and energetic and who enjoy their life.

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Instrumental conditioning

ShapingFree drinks will be offered through promotional campaigns at the school, colleges,

universities, shopping malls. One tin can will be given free on purchase of 2 two 1.5 liter

pack of Teen-age.

Involvement theory

Peripheral Route

Pop singers Atif Aslam , Ali Zafar’s appearance in the advertisement.

CONSUMER ATTITUDE

Tricomponent model

As our product is a low-involvement product and soft drinks is mostly related to impulsive buying. We are following the peripheral route, so the following will be the sequence

44

Affective Co native Cognitive


Attitude-towards-ad Model

Our desired objective is to form the consumer’s attitude through the following route:

45

Company DCompany E

Company F

Company G

Company H

Export Process

Export Licenses

Export Process

Export

FinishWeb Development

Exposure to AD

Feeling from Ad(Affect)

Belief about Brand Attitude toward Ad

Attitude towards brand


Situation Analysis

Social Analysis:

For beverages companies, take back and recycling add value. They support brand value and customer loyalty and inspire customer insights. They also demonstrate environmental responsibility.Manufacturers like Freshness are generally in a disadvantaged position for take back, due to the costs involved and the lack of many consumer touch points.Again in new products. In a typical consumer scenario, such as when a health conscious customer is perceived value. Successful take back is also driven to a great extent by economics and market factors, which in turn place large quantities of used Beverages in refreshing scenarios. This causes concern for the quality and safety of products repaired or altered outside of the intense controls fundamental to a juice production process.By governments. There are various take back channels and “Freshness” company has limited control over the actual flows. Despite the challenges posed by the logistics of existent.Freshness is also piloting different forms of cooperation with operators and distributors, such as collection Raw material at point of Distributers, as well as in various industry level schemes

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Environmental AnalysisFreshness aims to be a leading company in environmental performance. By working to reduce the adverse environmental impacts of our products and activities, our customers can use our products with confidence and good conscience. Combining environmental issues into daily work makes business sense for Freshness. By working to reduce the adverse environmental impacts of our products and activities, we minimize risk, ensure legal compliance, gain stakeholder acceptance, and help advance the long-term success of our company. Our customers can also use our products with confidence and good conscience. Through our environmental strategy, we work to ensure that our products are safe for Health use. Teen-age juice by Freshness Company is a trusted brand and we take that trust seriously.

Freshness environmental strategy:

Freshness is a leading company in environmental performance. Freshness’s 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. Our goal is to make people healthy and fresh, which have no undue environmental impact, consume energy efficiently, and that can be appropriately reused, recycled or disposed of. Freshness's environmental strategy is integrated with our business strategy. Our four business groups have set environmental targets for their own activities to implement our corporate level environmental strategy.

Main Issues in Focus:

Three important global issues remain at the forefront of much of Freshness’s environmental work. End-of-life products and energy efficiency.

* Substance management during the planning and design of our products, one of our main focus areas is their material content. We are continuously analyzing the materials used in our products with the aim of reducing the amount of potentially hazardous orHarmful content.

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* 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. Freshness is assuming product responsibility as defined by the directive as it is implemented throughout Pakistan. And of course in Centers and Flagship stores in all markets where we do business.

* Energy efficiency In our product creation as well as our own operational activities, an important area for continuous performance improvement is in energy efficiency. We have consistently been able to reduce the energy intensity of our products.

Supply Chain: We are committed to reducing the environmental impact of our business. We expect all Beverages suppliers to take a similar approach. At Freshness, we believe in long-term partnerships with suppliers who share our approach to ethical business. Together we work hard to anticipate risk, demonstrate company values, enhance our governance practices, increase employee satifaction and look after the communities where we do business.

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APPENDIX

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Country FRESHNESS

Resources

Logistics

BeveragesExperience

System design skill

Brand power

ConsumerRelationship

Cleverness

Industrial design

Music solution

Breadth

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CONCLUSION

Freshness is become to world leader in Beverages’ Industries, driving the transformation and growth of the converging Healthy and Energetic Environment. Freshness is about enhancing taste and exploring new way to feel fresh and healthy. Explore the full potential of TEEN-AGE with Different Flavors coming in market with full of competition

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References

www.google.com www.freshness.com

Visited seniors of Superior University

www.superior.edu.pk

Visited teachers

By own thinking

Concern Books Related to Report Writing

Koen, B. V., 2002. “On the importance of "presence" in a web-based course”, Frontiers

in Education Conference. Vol. 1, pp. T3E/21-T3E/26.

Zou, P., Marsden, P. and Ong, E. 2002. The application of E-learning in construction

management programs”, AUBEA Conference.

Wang, A.Y.2002. “Predictors of web-student performance: The role of self-efficacy and

reasons for taking an on-line class”, Computers in Human Behavior, Vol. 18, No. 2, pp.

151-163

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http://www.superior.edu.pk/

http://www.freshness.com/

http://www.google.com/

MARKETING PLAN FOR A NEW PRODUCT WITH DIAGRAM

Documents

court of law

freshness company limited

tabinda islam

director sadaf pervaiz

confidential information

secretary aqeel abbas

age title date

marketing material