MKT PROJECT.docx

8/16/2019 MKT PROJECT.docx

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MARKETING PROJECT

Mr. EGGS

SUBMITTED TO:

MR. FAROOQ JAMAL

SUBMITTED BY:

RANA SHAHZAIB

SAEED 10-NTU-5073

MUHAMMAD TAYYAB 10-NTU-5059

ZAHID ASHRAF 10-NTU-5093

MUHAMMAD NAEEM 10-

NTU-5052 REHAN MIRZA 10-

NTU-5075

WALEED YOUNAS 10-NTU-502

JA!ED IQBAL 10-NTU-50"#

SE$TION: B MBA 5TH

DE%ARTMENT OF MANA&EMENT

S$IEN$ES

NATIONAL TEXTILE UNIVERSITY,

FAISALABAD


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TABLE OF CONTENTS

ACKNOWLEDGMENT:...................................................................................................4Introduction................................................................................................................ 6

Vision statement.........................................................................................................6

Mission statement:..................................................................................................... 6

Marete re!ie"........................................................................................................ 6

Maret se#mentation..................................................................................................6

Geo#ra$%ic se#mentation:......................................................................................&

Demo#ra$%ic 'e#mentation:...................................................................................&

(s)c%o#ra$%ic 'e#mentation:.................................................................................&

*e%a!iora+ 'e#mentation:.......................................................................................&

,iner 'e#mentation:................................................................................................... &

Tar#etin#:................................................................................................................... &

-ndierentiated Maretin#:.....................................................................................&

Loca+ Maretin#:...................................................................................................... /

(ositionin# strate#):.................................................................................................../

(ositionin# 0) Attri0utes:......................................................................................../

(ositionin# 0) *ene1ts:.........................................................................................../

(ositionin# 0) Va+ues:............................................................................................../

'"ot ana+)sis.............................................................................................................. 2

'tren#t%:................................................................................................................. 2

Weaness:............................................................................................................... 2

O$$ortunities:......................................................................................................... 2

T%reats:................................................................................................................... 2

'WOT MAT3I........................................................................................................... 5

Weaness:............................................................................................................. 5

O$$ortunities:....................................................................................................... 5

'trate#ic Maretin# (+an...........................................................................................5

'+o#an................................................................................................................... 55

Lo#o...................................................................................................................... 55

(roduct.................................................................................................................. 55


3/19

(acin#.................................................................................................................. 55

(ricin#...................................................................................................................... 57

Interna+ ,actors:.....................................................................................................57

Maretin# O08ecti!es:............................................................................................57

Maretin# Mi9 'trate#ies:......................................................................................57

E9terna+ ,actors:....................................................................................................57

(ricin# strate#):........................................................................................................5

(romotion:................................................................................................................ 54

,+e9es.................................................................................................................... 5;

Distri0utions:......................................................................................................... 5;

Maretin# c%anne+s:..............................................................................................56

3etai+ Out+ets


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!y their prayers" sympathy" affection"

guidance and support are always with us all the

time for our success.


6/19

IntroductionMr. #gg $orporation established in %&'( as an egg selling company in Faisalabad. We

have a controlled shed which is situated in Jhang raod faisalabad from which collect eggs and

designed eggs. )n %&'( we create innovation in the form of designed colorfull eye*catching

eggs. +ow we have an outlet and head office in ,ohinoor pla-a Faisalabad. We supply eggs in

super mart" super store" shopping malls" metro etc...

Vision stateentWe have committed to provide high quality eggs upper the expectation of the customer

and want to become the globali-e eggs selling company.

Mission stateent:o create an industry operating environment that assists to minimi-e barriers and costs for

egg farmers and to maximise benefits and revenue for the industry and the community through

integrated marketing" research" development and policy services with experienced andresponsive employees.

Mar!ete re"ie#

We launch designed eggs in Faisalabad city. We made a survey in the different area of

Faisalabad" the demand of such type of product is too much high in the market and this product

use every person. After this we have a plan to deliver the product in selected areas of Faisalabad.

We assumed that our product will easily prevail in the market. )t is only because our one

product covers all the customer needs. /ur mission statement will create complete and effective

positioning and satisfied customer to gain profit. We are a profit oriented firm as others are" but

in starting we have to maximi-e the sale price because we have innovative product. For this

purpose we have to reduce the cost price. !efore minimi-ing the cost we also have to study

customer mind. When we identify the customer need then we must provide the quality product

by building a standard with the minimum cost.

Mar!et se$entationWe are introducing our product initially different areas of Faisalabad. After making this

segmentation we will analy-e which segment is beneficial for us. We will make this segment on

such basis00..

'1 2eographic segmentation

%1 3emographic segmentation

(1 4sychographic segmentation

51 !ehavioral segmentation


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Geo$ra%&ic se$entation:

)n geographic segmentation we will make segments in all over Faisalabad. With the help

of a short survey we finali-ed this decision. We made a questionnaire for the general public and

had filled through them. )t was the only tool for us to know the people that what they want6

Deo$ra%&ic Se$entation:

)n 3emographic segmentation we will divide people according to their ages" gender"

ethics and life cycle. We will divide our customers regarding their ages as $hildren" teenagers"

twenty plus" thirty plus" and so on

's(c&o$ra%&ic Se$entation:

o analy-e the psychology of the customers in different areas of Faisalabad we divide them in

social class" and 4ersonality. According to the social class the available types in Faisalabad are two which

are000.

'1 7pper class

%1 Middle class

For making the best marketing structure we set a high price which suits these types of social

classes in different areas of Faisalabad.

Be&a"iora) Se$entation:

!ehavioral segmentation divides customers into groups" based on their ,nowledge"

Attitude" 7ses" or 8esponses to a product. We also believe like many marketers that behavior

variables are the best starting point for building the best market segmentation. #vey person need

one egg on daily bases upon doctor recomendation for the purpose of protein.

Finer Se$entation Strate$(:In 1ner se#mentation strate#ies t%ere are main t%ree strate#ies "e are

ado$tin# !ariet) seein# se#mentation strate#) >or our 0usiness.

Tar$etin$: After evaluating different segments" now we will must decide which and how segments we

will target. A target market will consist of buyers who share common needs or characteristics that

we will decide to serve.


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*ndi++erentiated Mar!etin$:

We will select undifferentiated marketing because we will enter in the market with one

offer for all customers. )n undifferentiated marketing the difficulties arises in developing a

product or brand that will satisfy all consumers. he companies which select mass marketing

often face trouble competing with more focused firms that do a better ob of satisfying the needs

of specific segment and niches. 3ue to this we will not select undifferentiated or Mass

marketing.

Loca) Mar!etin$:

We also select 9ocal Marketing to satisfy the needs and wants of local customers groups"

neighborhoods" and even specific stores. We will do 9ocal Marketing with undifferentiated

marketing.

'ositionin$ strate$(::;ave your moments and enoy your moments<

:Make your life so easy and comfortable<

:Make your life quick and fast<

%'()*)'+)+,

!asically there are three level of positioning through which we will position our products

in the customers minds. For positioning of our product we will use these three levels.

'* 4ositioning by Attributes

%* 4ositioning by !enefits

(* 4ositioning by =alues

'ositionin$ ,( Attri,utes:

We will position our product on the basis of attributes" hrough our positioning we will try

to set and fix the features in the minds of our customers. )n positioning we will focus more on the

features and attributes of our product.

'ositionin$ ,( Bene+its:

We will also focus on the benefits of the product when we will position our product.

hrough positioning we will tell our customers how many benefits they can get from our

product.


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'ositionin$ ,( Va)ues:

We will also position our product on the basis of customer values.

S#ot ana)(sisWith the help of ;.W./. Analysis we know the strength" Weakness" /pportunities" and

threats of detergent bar.

Stren$t&:

he strength of eggs is as follows0

'1 We have no competitors

%1 ;helf life of our eggs is minimum %> days

(1 Attractive packing

51 /ur worker?s are professionaly trained0

>1 We provide eggs brokage safety through air tight packing

@1 $olorfull designed eggs

1 here in no any product in the market having design eggs in pakistan

Wea!ness:

;ome weaknesses of eggs are given below0

- We have not strong brand image because we launch our product first time0

%1 We have less resorces0

(1 We have low entry barrier

O%%ortunities:

here are also some opportunities for eggs....

'1 Market development B 2lobali-ation1

%1 $reation of alliances with suppliers reduce the risk.

(1 Addition in product line

T&reats:

'1 $hances of egg damages

%1 #asy entrance in this business

(1 9egal restrictions


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SWOT MAT/I0

ST/ENGT1S

'1 We have no competitors

%1 ;helf life of our eggs is

minimum %> days

(1 Attractive packing

51 /ur worker?s are professionaly

trained0

>1 We provide eggs brokage safety

through air tight packing

@1 $olorfull designed eggs

1 here in no any product in the

market having design eggs in

pakistan

Wea!ness:

- We have not strong brand

image because we launch

our product first time0

%1 We have less resorces0

(1 We have low entry barrier

O%%ortunities:

'1 Find new market

%1 $reation of alliances with

suppliers reduce the risk.

(1 Addition in product line

SO strate$ies

;'C/'DMarket development

;'C/(C;D Market

penetration

Wo strate$ies

W'C/(D4roduct

development

T&reats:'1 $hances of egg damages

%1 #asy entrance in this business

(1 9egal restrictions

ST strate$ies

%C;C;(D)nnovation

Wt strate$ies

W ;trategies make the

technological innovation

Strate$ic Mar!etin$ ')an


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'roduct

Brand nae

Mr. #gg

S)o$an

Anday ka funda

Lo$o

'roduct

$olor full designed eggs.

'ac!in$

/ur product is available in different packings like as six pieces packing" ten pieces

packing and one do-en pakcing..

Air tight packing

hermopol packing

$rystal packing


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3uring setting the price we will access the cost" variable cost" fixed cost and total cost.

Or$ani4ationa) Consideration:

We will create price setting department which will set the prices.

E3terna) Factors:

After considering the internal factors we will access the some external factors as"

'*+ature of market and demand

%*/ther environmental elements

Nature o+ ar!et and deand:

!efore setting the price we will access the nature of market and demand. We will assess

that which type of market is existing. 8ather there is pure competition" Monopolistic

competition. After accessing these types of market then we will set our price.

Ot&er En"ironenta) E)eents:

!efore setting the price we will access the economic condition of target areas in

Faisalabad. We will also access the inflation rate in 4akistan. We will also access the market

condition like boom" recovery or recession.

'ricin$ strate$(:OB5ECTIVES FO/ '/ICING ST/ATEG6

Following obectives we are consider while we make our pricing strategy.

'. 8ecogni-e the factors that affect price strategy.

%. )dentify marketing obectives related to pricing.

(. 3escribe the components that go into making price strategy decisions.

5. Apply formulas used in setting prices.

>. 9ist considerations for updating price strategy.

'rice Strate$( Considerations

Following are the maor considerations we have in mind for setting our prices.

-. Factors A++ectin$ 'rice

;etting a price for a good or service is not easy. We have to consider costs" expenses"

economic forces" government regulations" and technological trends.

7. Costs and e3%enses

)f our busineaa operations are working well" it indicates that you have to make a profits.

his means that our prices must be higher than our costs and expenses.

8. Distri,ution c&anne)


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those who handle your product must also make a profit. herefore" your product costs are

also affected by their pricing structure.

9. Consuer 'erce%tions

he price of our product helps us to create image in the minds of customers. Eigh prices

may convey quality and status thats why we are charging high price to make good

perception in ourr customer?s mind.. Go"ernent /e$u)ations Federal and state laws also affect prices.

%)/ S**/, O*)'+(

Introduction

/ne of two methods is often used when introducing a product to the market.

'rice S!iin$ Strate$(

we are adopting price skimming strategy for our business through charging high prices.

B/ E4/+:

)t is the point where we will cover our total revenue and our total cost in terms of units and

volume. )t can be verified by the following formula

Brea! E"en Vo)ue ; Fi3ed Cost < 'rice = Varia,)e Cost

'rootion: Ads are cost effective way to disseminate message" whether to build brand preference or

to educate people. Most companies use an outside agency to help create advertising campaigns

and select and purchase media.) used the way of advertising of cable to develop advertising

campaign for detergent bar. hese companies will guide us what should be the next move and

also giving them feedback regarding the market and competitors.

Nae o+ 'roduct >uantit( /etai) 'rice in /s

Mr. E$$ ' do-ens 'G

...... '& eggs '>&

...... @ eggs G&


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>1 hey evaluate and clarify the customerHs needs" wants" and demands properly.

)n conclusion to all these actions we can say that they perform their self as a platform on

which all the work activities are handled between the customers and manufacturers.

C&anne) Le"e)s:?

)t is a two*level channel" we will have our own distributors which are

suppose to deliver the eggs to the wholesaler as well as the retailer.

Distri,ution situation:

We will use two channels for distribution of eggs.

- /etai) out)ets B)ndirect channel1

7 Sa)e 'rootion B3irect $hannel1/etai) Out)ets @indirect c&anne):

We will target many big retail outlets which will provide eggs to the consumers. &I of

eggs sales would be through indirect channels.

Sa)e 'rootion @Direct C&anne):

We will distribute (&I of eggs sales through direct channel.

Distri,ution Out)ets:We use the distribution outlets to increase the distribution of eggs in the untapped retail

outlets.

Sa)es Force:


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/ur company will arrange two marketing development officer who will be responsible to

the direct sales in the markete stores etc0

Sa)es 'rootion Tea:

Actually we develop a team of six sales promotional officers" which will completely be

responsible for the direct sales. #ach of them will be responsible for promoting eggs at the

assigned locality.

Ad"ertisin$ O,2ecti"es:

Advertising obectives can be classified according to whether their aim is to inform"

persuade" or remind.

E)ectronic Media:

he electronic media will be only elevision. )n elevision vehicle will be ;tar plus" Ary

digital" ;ony television" Eum v" 2eo tv. @We visit the cable office )n 3*ype colony" in office

we met the cable operator Mr. ;hah-ad $ell no. &(%%*@&'&'51

'rint Media:

We print 5&&& pumflut from Al*hassn book depot and publishers" and distribute by hand"

and the price of per pumflut 8ana Ealeem $ell no. &(&& @@@5%&G1. We will have to advertise

shaheen detergent bar on cable times in a month the price of scrolling %5 hour 8s.'&&& and the

commercial aid" which time is (& second and the play this aid after every 5& minute and the price

of '>&& per month" and expenses of composing movie of commercial aid '%&&&. days a week

in first month.

Ad"ertisin$ Bud$et

)n this advance age" business cannot be successfully done without advertisement and

promotion. Advertisement and promotion are life blood of an organi-ation. ;o to make our

business quite successful we will have to make advertisement and promotion. ;o for this purpose

we want too much budget.

')ace:/ur head office is situated in kohenoor pla-a aranwala road. And that place is very

preffered for our business.


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MKT PROJECT.docx

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