Marketing Plan of Sumptulupz (2)

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We Track Fitness by

Counting Calorie.µ

MARKETING

PLAN

SUMPTULUPZ (Snack Healthy

Be Wealthy)

Submitted by: Maria Masood 11994Sidrah Shaikh 11562M. Naeem Zeeshan 11605

Talha Khalil 11743

Submitted to: Miss Midhat Masood

Submission Date: 30th Dec, 2010



TABLE OF CONTENTS

S.NO CONTENTS PAGE #

1 Abstract 1

2 Executive Summary 2

3 Situation Analysis 3

Customers

Competitors

CompanyContext

4 Marketing Opportunities and Issues

5 Objectives.

Sales Forecast

Assumptions

Break-even Analysis

6 Marketing Strategy

7 Target Markets

8 Positioning

9 Marketing mix

Product

Price

Place



S.NO CONTENTS PAGE #

Promotion

10 Review and Control

Revenue and unit Sale

Expenses

Customer Feedback

Market log (self and competitive majoractivities)

11 Marketing Organization

12 Contingency Plan



Acknowledgement

After Allah Almighty, we are thankful to our instructor ´Miss Midhat

Masoodµ who gave us a chance to conduct a study of launching a new

product in the market as it was not only a learning experience but a good

and challenging exercise to prove our potential and building extensive

knowledge about the local market. We all are grateful to her for assigning this project, which has further helped us in evaluating many interrelated

dimensions of marketing and professional implementation on any product

or service.

Finally we bestow our thanks to all who has directly or indirectly

supported us with their assistance and guidance to compose this report

and accomplish broader vision to visualize things in marketing concepts.

Thank You



Abstract

y Background: To critically examine & understand

the market movements and fluctuations for the

fruit based snack, Sumptulupz.

y Methods : Analytical examination of overall

healthy food snacks market.

y Results : The snack foods industry continues to

experience strong growth, due to the decline in thenumber of formal meals eaten and continued

demand for foods which can be eaten on-the-go by

time-pressed consumers. Over the last decade,

health has been one of the main drivers of the

snack foods market.

y Conclusions: Given the highly competitivenature of the snack foods market, levels of

innovation and new product activity have

traditionally been on the high side.

This has been accentuated by growing consumer

health demands; as well as the pressure

manufacturers are coming under to develop nutritionally superior snacks.



Executive Summary:

This report shows the marketing strategy of ´Sumptulupzµ by doing

SWOT analysis as well as describing four P·s. Sumptulups is a unique

kind of snack which comprises of real tasty fruits and added preservatives

toped with chocolate sauce and comelle. It is a nutritional snack which is

preferred by the people who want to eat natural product rather than junk.

We will target Health conscious youngsters belonging to upper middle

and upper class. We will spend huge amount of our capital on its

promotion that will reduce our profit in first few years, but later on it will result in huge profit gains.

Sumptulupz is a healthy snack that is enriched with all the essential

vitamins and minerals that covers the daily requirement of every

individual, which gives it a competitive edge over other snacks.

We have Direct/Indirect Marketing Channel from manufacturer to

consumer. We will market our product through different pricing

strategies, i.e. Market skimming pricing strategy, perceived value pricing,

etc .And eventually, by providing best quality in our product, we will

gain customer satisfaction and greater returns.



Sumptulupz:

Sumptulupz, a healthy real fruits based snack has a small but effective way to ensure nutritional requirements are being met. Sumptulupz offers high healing nutritional value as it is enriched with natural fruits which offers high percentage of anti oxidants.

Sumptulupz have a wide array of simple and complex carbohydrates providing a source of energy that can be sustained over longer periods than a snack formulated with only processed simple sugars.

Fruit sugars found in Sumptulups serve as an immediate source of energy. And because Sumptulups taste so good, it is readily consumed by infants and

children. Adults too are crazy about it as they lovenutrition.

Kids love the Real Fruit Flavor. Adults lovethe nutrition!



Taste Developers:

A company that·s all about helping people be the best they can be - doing good things when it comes to our health and that of our children - and caring for theenvironment. You get a company called, TasteDeveloper.

Mission Statement

Our Roadmap begins with our mission, which explains our purpose of existence as a company and serves as the standard against which we measure our decisions and actions.

1. To learn and innovate

2. To grow continuously

3. To create value for our customers by providing delicious yet healthy food.

OBJECTIVES:

y Financial objectives: To become Stars = ( High growth, High Market

share)

y Strategic objectives:

1. Explore new competitive advantages



2. Sustain existing competitive advantages

3. Capture attractive growth opportunities

4. Fully utilize our core competencies

y Ethical and socially responsible objectives:

1. Use acceptable producing and processing procedures

2. Produce high quality and healthy food

3. Focus on continuous quality improvement

Keys to Success (Taste Developer)

y Rapidly expand retail operations y Growth in its specialty sales and other operations y Provide Nutritious food

We've only just begun. We will continue to innovate

every day. We know we have a lot of work to do, but we·re up to the challenge. And we're going to have lot of fun along the way.

Because that is what Taste Developer is all about.





as a result of more people paying greater attention to

their diets in Pakistan.

Due to this fact, Sumptulups if launched in international market might get many competitors but

locally at this point in time they are near to zero.

3. Company: Taste Developer

A company that·s all about helping people be the best they can be - doing good things when it comes to our

health and that of our children - and caring for theenvironment. You get a company called, TasteDeveloper.

We take pride in making sumptuous and nutritious products, starting with the world·s super fruit based snack, The Sumptulupz.

Taste Developer marks a significant change in theway companies develop products, talk about their organization and forge relationships with their customers and the communities they serve.

´Track your fitness by counting your calorie.µ

is what our USP (unique selling proposition) is & will be for each of our product



4. Context:

The majority of the world·s population snacks to somedegree at least, although frequency levels tend to behighest in developed regions such as

North America and Western Europe and average in under developed areas like Pakistan with an increasing rate.

This is mainly because many consumers in Pakistan lead time-pressured lifestyles and thus have less timeavailable for formal mealtimes, as a result of which demand remains high for products which can be eaten on the go.

In the past, convenience ² rather than health ² has typically been the main consumer driver when purchasing snacks.

However, as more people across the world are making greater efforts to improve their diets, health has increased in importance.

Up to a quarter of consumers in Pakistan are nowbelieved to be seeking out healthier snacks compared with a few years ago, and this percentage is expected

to continue rising.Although snacking patterns are fairly consistent throughout the Pakistan, penetration levels and consumer behavior do differ according to provinces and cities.



Marketing Opportunities & Issues:

Despite the recent consolidation which has occurred in parts of the world, the global market for snack foods remains highly fragmented. Very few companies command a truly worldwide presence, preferring in most instances to focus their operations on a particular country or region, where their products

can be tailored to suit local tastes and preferences.This is especially true in the healthy snacks segment,in which Sumptulups falls.

The steadily widening range of products on offer has created a very fragmented supply structure

Many of the trends driving the food market for

healthy snacking are health related. These includerising obesity levels, more demanding dietary requirements and greater pressure from government and health authorities regarding the availability and marketing of many types of snack foods.

Flavor trends are also worthy of consideration, sinceconsumers are now far less prepared to sacrifice taste

for healthiness compared with previous years.



The obesity crisis:

One of the main underlying reasons for health becoming such an important market driver within the global food and drinks industry is what is usually referred to as ¶the obesity crisis·.

All sources agree that the percentage of the world·s population who are either overweight or obese has increased sharply over the last few decades, with diets cited as a major factor. Higher levels of obesity are

putting a greater strain on the global healthcaresystem especially in Pakistan where even basic medical facilities are not available to every individual.

Worldwide, obesity levels tend to be lowest in Asian and African countries, like in Pakistan but due to current prediction of World Health Organization that

the number of overweight adults could rise to xxxbn by the middle of the present decade, of whom over xxxm are expected to be obese, individuals tend to bemore inclined towards healthy foods like Sumptulups.

Health and nutrition awareness has become more prevalent in the last five years in Pakistan. With the

increasing costs of health care, the spread of immunesystem weakening diseases and all around poor well being, many Pakistanis are turning to better diets and regular exercise. Thus Sumptulups will get a largemarket share within no time.









Target Market:

No. Segmentation Data

Geographic

1 Country Pakistan

2 City Karachi

3 Density Urban

4 Climate Hot and Humid

Demographic

1 Age 10-30 years

2 Gender Male and Female

3 Income Upper middle and upper class(40k+)

4

5

Occupation

Education

Student and professional

School going to post graduates

Psychographic

1 Socio Economic

Class

A1 & A2 (Upper and middle class)

2

3

Life Style

Personality

Sports and outdoor oriented

Compulsive and ambitious

Behavioral

1 Occasions regular and special

2 Benefits Benefits: Quality, service and speed



Positioning: F inding a window in customer·s mind

We try to build a strong brand image to help ourselves stand out. In order to differentiate ourselves and encourage customers to choose our Product we use our all 4p·s

1. FUNCTIONAL POSITIONS

Sumptulups, a healthy real fruits based snack has a small but effective way to ensure nutritional requirements are being met.

y Provide benefits to customers

Fruit sugars found in Sumptulups serve as an immediate source of energy.

2. SYMBOLIC POSITIONS

y Self-image enhancement

Kids love the Real Fruit Flavor. Adults love thenutrition!

y Belongingness and social meaningfulness

Health conscious youngsters who wants a healthy

nutritional Snack.



y Affective fulfillment y Sumptulups have a wide array of simple and

complex carbohydrates providing a source of

energy that can be sustained over longer periods.

Taste Developers believe that there is a direct link between customer satisfaction and customer loyalty.

POSITIONING STATEMENT

The Sumptulupz is a healthy Real fruits based snack that is enriched with all the essential vitamins and minerals that covers daily

requirement of every individual.



Marketing Mix:

y Product:

Product Name:

Sumptulupz

Punch Line:

Snack Healthy, Be wealthy

Product Classification:

It is a fruit based Snack for taste lovers and health conscious individuals introduced by taste developers

We want to see healthy & smart individuals in Pakistan

Kids love the Real Fruit Flavor. Adults lovethe nutrition!



Nutritional Information:

Each of our 20 gram products provides the following nutritional information:

Amount Per Serving % DV *

Total Fat 1g

0.5%

Saturated Fat 0.3g 0%

Cholesterol 0mg 0%

Sodium 15mg 0.6%

Potassium 130mg 3.5% Total Carbohydrates 16g 5%

Dietary Fibre 1.5g 6%

Sugars 11.5mg

Fructose 8.0g

Sucrose 0.5g



Glucose 3.0g

Protein 0.2g 0.4%

Total Calories: 130

Vitamin A .24 UI 0%

Vitamin C 2 mg 0%

Calcium 5.8mg 0%

Iron 0.3g 2%

*Percent Daily Values ( DV) are based on a 2,000 calorie diet

y Price:

Market skimming pricing strategy is being used.

y Place:

This product is distributed both directly and indirectly. It is distributed directly to modern tradeoutlets such as major supermarkets and conveniencestore retail chains etc, while distributed indirectly



through appointed distributors and wholesalers to serve selective retail outlets in every locality.

Since we are new to market and have limited

resources we will make our product available in selected stores, following the selective distribution strategy.

y Promotion:

Promotion is done by utilizing the mass media, such as TV commercial, website, online campaigns, promotional booth and on-ground events, and also by tailoring its components & packaging according to customer needs.



Sumptulupz Life Cycle:

Our Product will progress like other new products,through a sequence of stages from introduction to growth, maturity, and decline. This sequence is known as the product life cycle and is associated with changes in the marketing situation, thus impacting themarketing strategy and the marketing mix.

The product revenue and profits can be plotted as a

function of the life-cycle stages as shown in the graph below:



Sumptulupz at Introduction Stage:

Taste Developer seeks to build Sumptulups awareness and develop a market for it. The impact on themarketing mix is as follows:

y Product:

Sumptulupz branding and quality level is

established and intellectual property protection such as patents and trademarks are obtained.

y Pricing:

High skim pricing strategy is used for Sumptulupzas it·s a high quality new product so to recover development costs by high profits, price is kept higher.

y Distribution:

Selective Distribution is done of Sumptulups until consumers show acceptance of the product.

y Promotion:

Sumptulups promotion is aimed at innovators and early adopters. Marketing communications seeks to build sumptuous awareness and to educate potential consumers about the product.



Contingency Plan:

Also known as a worst-case scenario plan, backup plan, or a disaster recovery plan, the contingency plan is simply a secondary or alternative course of action that can be implemented in the event that the primary approach fails to function as it should. Plans of this type allow businesses and other entities to quickly adapt to changing circumstances and remain in operation, sometimes with very little inconvenienceor loss of revenue.

By identifying possible breakdowns in the usual flowof operations Taste Developer has developed strategies that make it possible to overcome those breakdowns and continue the function of the organization.

Strategies are as follows:

1) Avoid false starts.

2) Execute efficiently and effectively.

3) Cut losses short and flexibly salvage.

4) Always have a big vision.



The Benefits of Sumptulupz:

You may feel regretful about snacking, but snacks aren't necessarily bad. In fact, healthy snack foods like Sumptulupz several times a day can be beneficial.

Here's how:

y Binge control. If eating a piece of fruit or rawvegetables keeps you from taking second or third helpings at your next meal, you may actually consume fewer total calories for the day.

y Extra energy and nutrients. Traditional,made-at-home meals often lose out to busy schedules. A grab-and-go snack like our product can be the difference between some nourishment and none at all.

y Control Hunger Pangs. Helps keep your hunger levels down to a minimum and avoid feeling deprived.



y Control Insulin Levels. Helps keep you blood sugar levels even.

With proper portions and healthy food choices,snacking can enhance, rather than hurt your diet.

Think of a Sumptulupz as a " mini meal " that will help you have a healthy diet, rather than as an opportunity to consume treats. Sumptulupz will provide you with a great tool for permanent weight loss!



Conclusion:

Choosing healthy snack foods is just as important at snack time as it is at mealtime.Sumptulupz can add fiber and nutrients to your diet without unwanted calories.

It can give you an energy boost during the day and prevent you from overeating at meals.

Remember to have Sumptulups to get all of thevitamins and minerals you need to be healthy.

The closer a food is to its natural state; thebetter it is for you. And that·s how Sumptulups is.

You can be fully assured that if Taste Developer name is on any product,

It·s a natural and wholesome product.

Marketing Plan of Sumptulupz (2)

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