MARKETING PLAN : year 2012-2017

Presented to: Sir Farhan Sherazi

Presented by: Tango Group

UNIVERSITY OF THE PUNJAB

TANGO GROUP

Saba Nawab

INTRODUCTIONOBJECTIVES:

•Green Pakistan•Save nation

GREEN PAKISTAN• Recycling of plastic bottles Is dangerous as basic unit of plastic is carbon so carbon produces carbon dioxide. Which depletes ozone layer

SAVE NATION:• As carbon is the basic element of plastic • Calcium deposition reduces with the use of carbonated / fizzy drinks.

Plastic Common Uses Adverse Health Effects

Polyvinylchloride(#3PVC)

Food packaging, plastic wrap, containers for toiletries, cosmetics, crib bumpers, floor tiles, pacifiers, shower curtains, toys, water pipes, garden hoses, auto upholstery, inflatable swimming pools

Can cause cancer, birth defects, genetic changes, chronic bronchitis, ulcers, skin diseases, deafness, vision failure, indigestion, and liver dysfunction

Phthalates(DEHP,DINP,and others)

Softened vinyl products manufactured with phthalates include vinyl clothing, emulsion paint, footwear, printing inks, non-mouthing toys and children’s products, product packaging and food wrap, vinyl flooring, blood bags and tubing, IV containers and components, surgical gloves, breathing tubes, general purpose lab ware, inhalation masks, many other medical devices

Endocrine disruption, linked to asthma, developmental and reproductive effects. Medical waste with PVC and phthalates is regularly incinerated causing public health effects from the release of dioxins and mercury, including cancer, birth defects, hormonal changes, declining sperm counts, infertility, endometriosis, and immune system impairment.

Polycarbonate, with Bisphenol A (#7)

Water bottles Scientists  have linked very low doses of biphenyl A

exposure to cancers, impaired  immune function, early onset of puberty, obesity, diabetes, and  hyperactivity, among other problems (Environment California)

Polystyrene Many food containers for meats, fish, cheeses, yogurt, foam and clear clamshell containers, foam and rigid plates, clear bakery containers, packaging "peanuts", foam packaging, audio cassette housings, CD cases, disposable cutlery, building insulation, flotation devices, ice buckets, wall tile, paints, serving trays, throw-away hot drink cups, toys

Can irritate eyes, nose and throat and can cause dizziness and unconsciousness. Migrates into food and stores in body fat. Elevated rates of lymphatic and hematopoietic cancers for workers.

Polyethelyne(#1 PET)

Water and soda bottles, carpet fiber, chewing gum, coffee stirrers, drinking glasses, food containers and wrappers, heat-sealed plastic packaging, kitchenware, plastic bags, squeeze bottles, toys

Suspected human carcinogen

ADVERSE EFFECT OF PLASTIC BOTTLES

VISION & MISSION STATEMENT

vision statement Our actions demonstrate how we value our customers. We will drive out costs in everything we do. We will treat each other respectfully. We will regard our Team Members as Drink safe ’ most valuable resource. We will have a positive impact on our community and environment. We will deliver excellent value to all of our stakeholdersWe shall get a prominently established and proactive entity within the boundaries of our service.

Mission statementDrink safe Water Co., Inc. is a community water purveyor operated by an accomplished team of professionals. We are dedicated to and empowered by the strength of our customers.We are striving to provide the safest drinking water scientifically possible, to give unmatched personal service and to provide strong leadership qualities towards continued growth

MARKET OPPORTUNITYThere are around 26 players in the bottled water sector. According to the industry sources,the number of bottlers scales up well above 70 during summer season due to increaseddemand for drinking water. Pakistan’s bottled water market comprises of two mainsegments i.e. retail market and bulk market. The retail market consists of 0.5 liter, 1.5 liter,3.1 liter and 5.0 liter capacity PET bottles. The bulk market consists of home and officedelivers in 3 and 5 gallon cans.

The process of purified bottled water manufacturing consist of collecting water from asuitable source, filtration, demineralization, blending with salts, aeration, testing forstandards conformation, packing and packaging. But today there are more than 26 brands ofdrinking water available in the market thus showing a substantial growth by the industry.Mineral Water Imports in PakistanYear Quantity Value (‘000’ Rs)1992-93 694,249 3,1881993-94 814,338 5,3841994-95 1,660,951 10,7411995-96 2,328,460 12,856

SWOT ANALYSIS

STRENGTHS:• Save & Healthy Drinking Water• Achieved all I.S.O 2001 standards• Human friendly• Nature friendly• Best alternative to carbonated drinks for babies

WEAKNESSES:• Product unknown presentation to mess

OPPORTUNITIES :• Highly developing market• Fast growing market• Highly motivated & skilled employees

THREATS:• Highly established market competition

SWOT ANALYSIS

ORGANIZATIONAL HIERARCY

HUMAN ASSET PLAN

No Department No of employees

01 Finance 04

02 Marketing 30

03 Human resource 05

04 Production 20

05 Distribution 40

06 Administration 05

total 104 employees

FINANCIAL PLANNING

Break Even Analysis

Fixed Costs: 50000Rs***

Variable Cost (per unit): 10 Rs***

Selling Price (per unit): 17.4 / 34.7 Rs***

Time Period:

Break Even Analysis

PRODUCTION PLAN

year Bottles Per day Per month Per year

2012 500 12500 150000

2013 1000 25000 300000

2014 2000 50000 600000

• This is the tentative plan , flexible in nature, dependent upon the demand & environmental factors

MARKETING MANAGER

• Product manager• Distribution manager• Supply chain manager• Advertisement manager

THE SEGMENTATION & TARGET MARKET SELECTION

Citadel of Punjab

GEOGRAPHICAL DIVISION OF PUNJAB

GEOGRAPHICAL SEGMENTATION :LAHORE PERIFERAL AREA’s of LAHORE.

DEMOGRAPHICALLY

Men

kids

Women

Teenagers

Old age

• Primary research  • Descriptive research Results: People are really conscious about there health & are concerned about their love ones So agreed to the product attributes.

• Secondary data  •WB-CWRAS - World Bank, Country Water Resources Assistance Strategy•PSQCA - Pakistan Standards and Quality Control Authority•PWRC -Provincial Water Regulatory Commission•PCRWR - Pakistan Council for Research in Water Resources•PBS - Pakistan bureau of Statistics

MARKET RESEARCH

PRODUCT

PRODUCT

THE LABLE

Mineral Composition mg/L

Calcium 100-200

Magnesium 3-15

Potassium .01-4

Sodium 3-30

Sulphate 10-50

Chloride 60-110

Fluoride .1-.6

Total Minerals 150-250

Ph Value 6.5-8.5

Total Hardness 100-175

INGREDIENTS

THE PLANTC3- flex sheet plant

THE PLANT PH-CONTROLLER

Water treatment plant

Drink Mixer Plant

Precision filter machine

Osmosis RO Systems

THE PLANT

THE PRICING

PRIMARY CONSIDERATIONS IN PRICING

PRODUCT COST

COMPETITORS’ PRICES & OTHER

EXTERNAL & INTERNAL

FACTORS

CONSUMER

PERCEPTION OF VALUE

HIGH PRICELOW PRICE

No possible demand at this price

No possible profit at this price

COMPETITOR PRICES

Name of Brands 0.5 LITER 1.5 LITER

Nestle,Pure life RS 15 RS.30

Atlantis RS.15 RS.28

Aqua Fina ,Purity guaranteed

RS.15 RS.30

Spring, it's naturally pure RS 13 RS.27

WEIGHT RETAIL PRICE TAX@16% PER UNIT PRICE

750 ml 15 2.4 17.4

1.5 LITER 30 4.8 34.8

PRICE FOR REVITAL(health with safety)

PRICE FOR Juvenli (flavored water)WEIGHT RETAIL PRICE TAX@16% PER UNIT

PRICE

500 ml 15 2.4 17.4

1 LITER 30 4.8 34.8

THE INTERMIDIETORIES

CONSUMER & MARKETING CONCEPT

DISTRIBUTION CHANNELS:NORTH REGION:

• Samanabad• Islampura• Shahadra • Shadman• Al-faisal town• Lahore –Cantt• DHA• Dharampura (etc)• Sheikhupura

SOUTH REGION :

• Model Town • Faisal Town• Wapda Town• Garden town• Johar town• Cavalary• Gulberg• Township• kahana • Kasur• Chuniyan

DISTRIBUTION CHANNEL’S PLAN:“PROVIDE THE PRODUCT AT FIRST STEP OF CONSUMER”

No of Employees

40

No of vans 10

No of visit/ area

2/ week

No of outlets/day

25/ day

Output / day 250 outlet/day

• Cooperate chains• Independent stores

RETAILER CLASSIFIED BY OWNERSHIP

RETAILERS CLASSIFIED BY MARKETING STRATEGIES

Departmental stores Discount stores Limited-line stores Off-prices retailers Supermarkets Convenience stores Warehouse clubs

PROMOTION & ADVERTISEMENT

•E -marketing (inter-net blogs , television ads)•Tele marketing• free sampling (schools , large retail outlets , offices)• B2B marketing (Hotel & restaurants )•B2C marketing•Public places•Educational centers•Event based marketing

FOCUSED PLACES

THE ADVERTISEMENT

Bill boards

STANDING FLEX SHEETS

POLE SIGNS

BUNTINGS

DRINK SAFEBE BLESSED