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IN THE NAME OF ALLAH, THE MOST BENEFICENT AND THE MOST MERCIFUL.

DEDICATION

This report is dedicated to our Parents. For their love, support and help for us. Their prayers are a source of determination for us.

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Acknowledgement

We are very grateful to Almighty Allah, the compassionate and merciful, who knows about whatever is in the universe and beyond it, hidden or evident and has enabled us to elucidate a drop from the existing ocean of knowledge.

All praises to be the Holy Prophet Muhammad (Peace Be upon Him), a star brightening the path of faith and knowledge, Luminary to the truth and justice.

We are also thankful to the Department of Business Administration of our University(CIIT) for their full support in making this project a huge success. Our thanks also go to the teachers who helped us and we have forgotten to mention their names. We are also gratified to all our friends for their guidance and encouragement.

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INTRODUCTION OF SWEETENER INDUSTRY AND STEVIA

Sweeteners markets have evolved rapidly, since the 80’s, with global shifts in consumer preferences for better and safer sugar alternatives. In the 80’s the major markets for alternative sweeteners was in foods and beverages for diabetics. According to a Freedonia report, it was in 1960, with demand of health conscious consumers the market for alternative sweeteners emerged. People started to care about their health and started to look for different things that could give healthier life to them. stevia, a native of Paraguay is fast becoming a major source of high potency bio-sweetener. It is a hypocaloric bio-sweetener known for its therapeutic properties, in the treatment of cough, joint pains, blood pressure, diabetic, weight management and skin rejuvenation etc. The Japanese were the first to use Stevia as a table-top sweetener. In the 90’s Japanese food products sweetened with Stevia accounted for about 41 percent of sweetened foods made in the country. Due to increased awareness towards use of herbal and traditionally accepted medicinal plants, a steady Stevia market is emerging.The sweetness in Stevia is mainly attributed to two compounds viz. Stevioside and Rebaudioside A which can be up to 250 times sweeter than sucrose.Stevia is normally used as fresh Stevia leaves, dried leaves, extract and liquid concentrates. In the 70’s and 80’s, Stevia developed as a sweetener and flavor enhancer in Japan, China, Korea, Israel, Brazil and Paraguay . Some of the emerging areas where Stevia and Stevia herb extracts are used periodically are toothpaste, mouthwashes, skincare, food, controlling human disorders, and as a bacterial agent. Sweetener markets have been through enormous transitions in recent times, with a slew of sugar alternatives emerging on the scene. Post 90s, the global diabetic population particularly in Asia has been exploding exponentially. This has led to a rapid growth in markets for a natural, low calorie sweetener. With research indicating harmful impact of products such as Asparatame there was need to develop an alternate product.

1. CURRENT ENVIRONMENT( MACROENVIRONMENT)

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o Economy

Whole world is facing the recession scenario and everyone is passing through critical time of unemployment and devaluation of money so its very difficult for people in Pakistan to choose most expensive products until and unless they don’t find any value added services or benefits over the cost with them. Economic condition matters a lot for stevia marketing while making marketing plan in long as well as in short run to place stevia in the memory of customers so they could recognize and recall brand at any time. To deal with poor economic condition stevia need very strong marketing backup as it cant lower the price due to its production cost and its availability.

o Legal

The Stevia boom which spread to USA caught the attention of the U.S. Food and Drug Administration, which in 1987, issued a ban on its use because it had not been approved as a food additive. In 1991, Stevia was deemed unsafe and was banned from the USA completely. It was only legalised as a dietary supplement due to the changing of laws. Following lengthy debates, in 1995, the FDA issued a statement allowing Stevia to be used as a dietary supplement.

Regulations related to the use of Stevia products have been evolving continuously over the last few years. A brief on regulatory evolution is tabulated below.Year Status2004

JECFA Provisional Standard stipulated that glycosides content shall be no less than 95% (after drying).Stevioside and Rebaudioside A together shall account for no less than 70% of the total amount of steviol glycosides.

2007 Specified that Steviol glycosides content shall be no less than 95% of the total weight (after drying).It did not specify the content of Rebaudioside A.Methanol residue shall be no more than 200mg/kg.

2008Ethanol residue shall be no more than 5000mg/kg.

2009FDA stipulated that Rebaudioside A and Stevioside shall be declared separately as food additives

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Source: The Food Science and Technology Centre of Jinan, University, Guangzhou, PRC at CMT’S Stevia World Summit in China, 2009

Sweeteners market, and in particular Stevia market, has seen intense activities through 2009. This followed FDA’s letter of no objection to GRAS, in December 2008, allowing the use of Reb A, known as Rebaudioside A or Rebiana, of 95% purity and above in food and beverages. Due to increased awareness towards use of herbal and traditionally accepted medicinal plants, a steady Stevia market is emerging. In Pakistan stevia

o Government

Government allowed scientists of National Agricultural Research Centre (NARC), Islamabad - the premier research establishment of PARC to do research on Stevia(plant) which shows that government is paying attention towards the advantages of stevia as a sweetener. . In 2003, it was sown for the first time in Pakistan at different climatic sites including shade, semi-shade and full sunlight for testing its viability in the local environment. Its germination has been recorded very well at NARC, Islamabad and now the plants are under observation with respect to acclimatisation. These plants have attained a height of one foot and are expected to bloom this year. When these plants attain the height of one meter, the experiment will be considered as successful according to the climatic conditions of Pakistan.

After their successful acclimatisation, the plant will be sent to different units of the Horticulture Research Institute of NARC situated at different locations i.e. Sariab (Quetta), Tandojam (Sindh), Tarnab (NWFP) and Faisalabad (Punjab) for Uniform Yield Trials and other relevant studies on its various biological effects.

o Technology

With evolving technologies and improved Steviol glycosides production processes, there have been increasingly higher requirements on product quality.

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CURRENT SITUATION (MARKET ANALYSIS)o Market definition

Sweeteners markets have evolved rapidly, since the 80’s, with global shifts in consumer preferences for better and safer sugar alternatives. In the 80’s the major markets for alternative sweeteners was in foods and beverages for diabetics. “Stevia Rebaudiana” or “sweet leaf” or stevia, a native of Paraguay is fast becoming a major source of high potency bio-sweetener. It is a hypocaloric bio-sweetener known for its therapeutic properties, in the treatment of cough, joint pains, blood pressure, diabetic, weight management and skin rejuvenation etc. Due to increased awareness towards use of herbal and traditionally accepted medicinal plants, a steady Stevia market is emerging. Currently in market stevia as a sweetener is facing intense competition because there as many competitors of stevia in market and they are offering far better prices then stevia and stevia have to make its place in market by new positioning that it is natural and it has no side effects as other products of competitors are though

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cheaper but have a lot of side effects. Splenda a major competitor of stevia is not natural; it is a chlorinated artificial sweetener. There have been no long-term human studies on the safety of Splenda; however, issues have been raised about Splenda in a new study from Duke University. According to the study, Splenda “suppresses beneficial bacteria and directly affects the expression of the transporter P-gp and cytochrome P-450 isozymes that are known to interfere with the bioavailability of drugs and nutrients. Further more other competitors like Canderal. Sucral, medium are though cheaper but have side effects too and are not safe for health.

o Market size

It’s stevia’s year. All-natural and calorie-free, stevia is poised to become the ‘holy grail’ of sweeteners, Since December 2008, when the FDA approved use of rebaudioside A (an active ingredient of stevia) in Pakistan Stevia can be seen in different stores but right now in limited quantity. People are moving towards adapting the trend of caring about their health more consciously as compared to previous years.

We can forecast the sales of stevia to grow in near future by looking

The trends in the market that shows people awareness about their health and more care about the health of their kids.

Different researches already done or in progress about the sweeteners available in the market and their side effects

Exposure of people towards the side effects.

The FDA’s approval of stevia in food and drink opened the door for this market’s explosion, New product activity has accelerated in recent years, and since most categories with stevia applications remain untapped, we expect many more stevia-infused product introductions in the next few years.

o Market segmentation

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PSYCHOGRAPHIC SEGMENTATION

Psychographic segmentation includes segmentation on the basis of personality, lifestyle, value and attitude of people in the market. Stevia needs to do psychographic segmentation because of product positioning and category. Whole sweeteners have a biggest substitute i-e Sugar and sweeteners exist in the market by positioning themselves as a healthy substitute of sugar. People who are more conscious about their health or are suffering with any diseases, have purchasing power and have an ability to adapt new change in taste lie in this particular segment. Stevia needs to be positioned in the way that should match with the lifestyle and attitude of the target market otherwise people would move towards other competitors in the market.

DEMOGRAPHIC SEGMENTATION

Stevia can do segmentation on the basis of demographics by dividing market into different sub categories including age, gender and education.

AGE

Stevia is made from natural herbs and there is no artificial ingredients added in it that is its competitive advantage too and this factor make it different from other competitors. Being 100% natural this product has no side effects and is suitable

for people of all ages. Stevia’s positioning is done by promoting two important things

FOR KIDS

“Precautions is better then cure”. Stevia should be part of your diet from younger age so you would be protected from many diseases from which many older people are suffering.

FOR MIDDLE AGE

Whether you are suffering from any disease or not its suitable for you to live heather for your whole life.

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FOR OLD PEOPLE

Stevia is the best natural herbal product for old people whether they are suffering from any disease or not. Usage of this product would add healthier years in their life.

GENDER

MALE

Stevia is suitable for male because it is a healthier product. People who go to gym , work in office, eat fastly due to time factor, or are conscious about their health should use stevia and this is our target market too.

FEMALE

Females are always found more conscious about their health. Females can use stevia without any hesitation because it is 100% natural. Even stevia is safe for pregnant women.

EDUCATION

Although stevia is for both educated and uneducated people but people who are well educated have the ability to adapt new things more easily as compared to uneducated people and are much more aware about their health. Educated people would be targeted at first who will some how act as an ambassador of stevia. School colleges, universities, offices would be the other way to attract people.

INCOME

As stevia is bit expensive then other competitors so its target class is high income people who have the purchasing power, intentions and are conscious about their health.

BEHAVIORAL SEGMENTATION

Stevia’s segmentation would be done by looking at the profitability and income status of the people in market.

GEOGRAPHIC SEGMENTATION

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Stevia is needed to be present in almost all the stores who are licensed and have a rush of people specially in the areas where people of higher income, people who are fond of healthier life like to go for shopping. As we would do intense advertisement to create awareness so we have a plan to place the product equally. Survey through observation state that competitors products are available almost at every store to compete with them stevia should be placed equally.

COMPETITION AND MARKET SHARE

Currently stevia is facing intense competition in market. Major factor that is creating hurdle for stevia to success is Price, less promotion and distribution channels. The survey shows that people are not buying stevia because most of them have not heard about it before and are not aware of its presence. Second is due to price and who buy it next time when they go to purchase it they don’t find it. All factors are collective reasons for decline in sales.

CANDERAL

Canderel is a brand of artificial sweetener made mainly from aspartame, Canderel is marketed by The Merisant Company a global corporation with headquarters in Chicago, Ilionis, also Switzerland, mexico and Australia. Canderel was first marketed in France in 1979. The name Canderel is a combination of candi and Airelles- the French word for bilberries.

1. CANDEREL's main sweetening ingredient is digested by the body just like other everyday foods.

2. You can manage your weight with CANDEREL.

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3. CANDEREL can be used for cooking and baking

4. CANDEREL is suitable for diabetics.

5. CANDEREL is suitable for children

6. pregnant women can use CANDEREL

7. Nursing mothers can use CANDEREL.

8. CANDEREL is Kosher, GMO-free, suitable for vegetarians and people with gluten intolerance.

BRAND QUANTITY PRICE

Canderal powder 80g 230

Tabs 200 140

100 80

SUCRAL

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Sucral is the Substitute of sugar. It came in market within last five years. With its ability to offer multiple usage, be it for beverages, cooking or baking, it is the most suitable sweetener to replace sugar, unlike any other artificial sweeteners available in the market.Sucral is an exciting news for everyone, including people with diabetes as well. As now you can enjoy the sweet taste of foods and beverages, without all the calories and carbohydrates of Sugar.

BRAND QUANTITY PRICE

Sucral powder 84g 230

Tabs 200 125

Sachet 50 145

SPLENDA

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SPLENDA® No Calorie Sweetener contains sucralose (SPLENDA® Brand Sweetener), the no calorie sweetener with no unpleasant aftertaste. SPLENDA® No Calorie Sweetener can be used virtually anywhere sugar is used. It can also be used in cooking and baking in a variety of recipes. Like many no and low calorie sweeteners, each serving of SPLENDA® No Calorie Sweetener contains a very small amount of common food ingredients, e.g., dextrose and/or maltodextrin, for volume. Because the amount of these ingredients is so small, SPLENDA® No Calorie Sweetener still has an insignificant calorie value per serving and meets FDA's standards for "no calorie" sweeteners.

SPLENDA® No Calorie Sweetener comes in two forms for consumers, granulated and packet. The granulated form of SPLENDA® No Calorie Sweetener measures and pours just like sugar. SPLENDA® Packets provide a convenient way to add sweetness without guilt!

Sucralose (or SPLENDA® Brand Sweetener), the high intensity sweetener used in the SPLENDA® Products is not natural. It is a no calorie sweetener that is made from a process that starts with sugar. Although sucralose has a structure like sugar and a sugar-like taste, it is not natural. The advertising and packaging for SPLENDA® Products do not represent the product as “natural.” Sucralose, the no-calorie sweetening ingredient in SPLENDA® No Calorie Sweetener, is about 600 times sweeter than sugar. Like other tabletop sweeteners, the granulated and packet products contain small amounts of carbohydrate (less than 1 gram per serving) for consistent sweetening and to provide volume. These bulking ingredients are dextrose (packets) and maltodextrin (packets and granulated). However, the bulking agents provide so few calories per serving that the FDA allows the SPLENDA® No Calorie Sweetener Products to be called no-calorie sweeteners, because they provide less than five calories per serving.

BRAND QUANTITY PRICE

Splenda powder 84g 560

Tabs 300 575

Sachet 100 55o

50 330

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200 1075

MARKET SHARECOMPANIES MARKET SHAREStevia Stevia after FDI approval came in

market but due to lack of promotional strategies, High prices, Lack of Awareness and Poor distribution channels it is not able to capture a lot of market share. It carries only 6% of total share.

Sucral Sucral is the brand launched as a sugar substitute in Pakistan by Father & Sons Company. Sucral has entered a saturated market where it is surrounded by many competitors, both local and international. It carries 17% of total share.

Canderal Canderal is the most selling brand in sweetener industry. It is comparatively cheaper with much stronger marketing strategies. Canderal carries 58% of total share.

Splenda Splenda is the major competitor of Stevia. Similar to stevia it is offering higher prices with quite similar benefits but due to good distribution strategies it is available in market. Splenda carries 19% of total share.

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SWOT of COMPETITORS

STERNGTH The major strength of competitors of Stevia is there date of presence in the market. FDI has given all companies license to operate and sell there product in market since long time and stevia was banned by FDI for long time.

Second major strength of competitors is there product availability in the market. Most of the products are not particularly targeted to any shop and are available to all rush stores.

Products of other companies are properly marketed and awareness is created by looking at the attitude and buying patterns of people.

Price of competitor’s product is very reasonable which they are able to do by reducing the quality as they are artificial

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sweeteners which leads to increase in sales and ultimately increase in market share.

WEAKNESS Products are not Natural.

products have Side effects

Harmful for users.

Researches done on the harmful effects of products by scientists.

OPPORTUNITIES Due to major downfall in

economy people have got much more sensitive about price of goods and will not get ready more easily for purchasing the expensive products.

Media is a major tool to attract more people so competitors can equally use media for attracting people.

Different tactics are now available to confuse people.

Customer Relationship management is now a major tool to be closer to customers and offer other value based services without concentration on product.

THREAT FDI has given approval to other

firms to enter in sweetener

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industry.

Media can be contacted by other firms in the same industry.

Lack of awareness about sweetener industry.

Availability of natural sweeteners in the market.

Downfall of economy increases the issue of price sensitivity.

Research by scientists about the side effects of sweeteners.

o Market trends

Trends are now changing. People are getting more conscious about their health and more then 90% of population is suffering from diabetes that’s why more and more people are looking towards the substitute of sugar that could provide them

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with good health and save them from further increase in diabetes disease. Market trends toward sweetener industry over the year are increasing.

2. Current Situation - Consumer Analysis

o Nature of the buying decision

The consumer passes through five stages

Problem Recognition

The buying process starts when the buyer recognizes a problem or need of substitute of sugar. When a person is suffering from diabetes or is getting

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more conscious about his/her health then he / she would face such problems. Marketer needs to recognize the circumstances that trigger buyer towards that thing. Marketing strategies then can be formed to motivate buyers to give serious consideration towards the product. Marketing of stevia should be such strong that buyer whenever would face such problem he/she find only stevia in mind.

Information Search

Buyer before purchasing the product gets information about the product available. Buyer some times simply becomes more receptive to information about a product and at next level buyer would go towards phoning a friend, material search , going online, and visiting stores. Marketers of stevia needs to focus on all the sources that influence buyers decisions. It could be Personal, Commercial, Public, Experiential. Now in the technological advancement internet is the major source of information so stevia should be properly advertised on internet with proper target market.

Evaluation of Alternatives

At this step consumer make decision that is mostly found as conscious and rational. First consumer try to fulfill its basic needs second consumer would see the added benefits with the product solution, Third consumer would see the bundle of attributes with varying abilities. Marketing strategies of stevia

should be focused towards the core competency as well as there should be complete consideration towards the added benefits with product. Added benefits may include discounts, buy one get 10% discounts on second

purchase, buy stevia and get discount on any other diabetic medicine etc ultimate goal is to stop consumer to use other sweeteners in the market that has side effects too.

Purchase decision

A t this stage consumer have already set a preferred brand and ultimately deal with other factors at this stage including Brand, dealer, quantity, timing and payment method. At this stage stevia needs to make its distribution channel more reliable and authentic to make product available in market for consumer.

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Post purchase Behavior

Marketers need to get a complete follow-up to get more accurate result second time. At the beginning when stevia is not much popular among people and sdont know what consumers feel about the product after using stevia needs to get back to back feed back from consumer. Recent study suggest that stevia need to focus on price issue and after taste because either consumer don’t buy product due to higher prices or don’t purchase it after using one time.

o Participants

Stevia is suitable for all people which includes Children , young, middle age and older people. Stevia is natural product that’s why it has no side effects and it would provide no harm to anyone who use this product.

o Buyer Motivation and Expectations

Buyers are motivated towards product with conscious and unconscious factors. Unconsciously buyer react to the shape, size, brand name, material and color of the product. Marketing strategies are formulated by following the

conscious and unconscious factors that motivate buyer. Stevia is available in form of powder, tablets, liquid in the market. When the basic needs of buyers would be fulfilled then he/she would move toward the safety need that is the next step defined in Maslow’s hierarchy of

need. Being on second step it is impossible for buyer to compromise on safety issues and it is a positive indication for marketer to promote and sale the product.The trend is changing buyers are getting more conscious about their health and the patients are trying to get a product that could provide them satisfaction of betterment of their health. Stevia is expensive because it has no side effects and it is 100% natural product. By looking at this people would associate more expectations from stevia as compared to other sweeteners available in the market. People when would pay more price they would ask or expect more advantages or benefits from the product because they are paying more for it other wise they would prefer other sweeteners in the market if stevia would give lesser or even equal advantage as other sweeteners in the market are giving.

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o loyalty segments

Marketing strategy of stevia is formulated on the basis of their Hard-core loyal, split loyal, shifting loyal and switchers by studying all company is able to analyze its strength, competitors and mistakes did in past. The most important asset of company is its loyal customers and for them company is starting loyalty programs and training their own sales force to guide buyers about their health issues for life.

CURRENT SITUATION (INTERNAL)o Company Resources

Financial

According to Global Industry Analysis, Artificial Sweeteners, July 2007 report, out of the total sweeteners market of around USD 47.5 bn in 2007-08, Stevia markets accounted for USD 5.5 bn and a likely USD 8.2 bn by 2015. Beverages are expected to spur Stevia growth while other products like yoghurt, confectionery and gums are all set to make an impact.Stevia product development and launches have seen several partnerships such as Pepsico-Merisant and Coke-Cargill alliances. Pepsico-Merisant and Coke-Cargill were the first to get the FDA approval. Pepsico was the first to launch the stevia products internationally and in the US. It launched Sobe Life water both internationally and in the US. It also launched Tropicana 50, a reduced calorie orange juice in the US. Coca Cola company launched Sprite green and Odwalla drinks. All the products of stevia are available in market with the partnership of other companies. As manufacturers worldwide start incorporating this new ingredient into their products, the need to assure users of the quality and consistency and purity will be critical. The quality standard is expected to help in this venture.

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People companies who are marketing Stevia extracts :

• PureCircle announced contract extensions with Cargill and major new contracts with PepsiCo and Whole Earth Sweetener Company for the supply of high-purity Reb A in beverages, foods and tabletop sweeteners worldwide. PureCircle has a license agreement giving it the right to sell high-purity Reb A under the PureVia™ brand in categories and customers to be determined PureVia is being sold in US markets.

• Pyure Brands LLC, Naples, Fla., is producing 97 percent reb-A under its own Pyure brand for tabletop use, but wants to specialize as a private-label supplier for grocery stores, as well as being in talks with some commercial customers.

• Wisdom Natural Brands has been producing a stevia tabletop sweetener under the SweetLeaf brand. SweetLeaf Sweetener obtained self affirmed GRAS status in Mar ’08 as determined by two independent groups of former FDA professional scientists.

• GLG Life Tech, also made a GRAS self-affirmation the day after the FDA non objection. Its 97 percent reb-A is called Rebpure. GLG is a supplier to Cargill.

Time

The Japanese were the first to use Stevia as a table-top sweetener. In the 90’s Japanese food products sweetened with Stevia accounted for about 41 percent of sweetened foods made in the country. The Stevia boom which spread to USA caught the attention of the U.S. Food and Drug Administration, which in 1987, issued a ban on its use because it had not been approved as a food additive. In 1995, the FDA issued a statement allowing Stevia to be used as a dietary supplement. Stevia got banned for almost 8 years over the years sweeteners came in market and made there position now it’s a time for stevia to work and prove itself. Stevia came in market with distinctive capabilities which other sweeteners are not providing and that give competitive edge to stevia. Awareness towards healthy life, Harmful effects of sweeteners and different prescriptions on usage of sweeteners is increasing.

skills

GLG Life Tech Corporation is a global leader in the supply of high purity stevia, an all natural, zero-calorie sweetener used in food and beverages. The Company’s operations cover each step in the stevia supply chain including non-

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GMO stevia seed breeding, natural propagation, stevia leaf growth and harvest, proprietary extraction and refining, marketing and distribution of finishedproduct. GLG advanced technology and extraction technique make it one of the world’s leading producers of high purity stevia extracts, including rebiana made with 97% Rebaudioside. In addition, the Company’s global sales and marketing arm, GLG-Weider Sweet Naturals, works with companies around the world to

bring stevia extract supply solutions for food, beverage, pharmaceutical and nutraceutical applications.

With evolving technologies and improved Steviol glycosides production processes, there have been increasingly higher requirements on product quality. Sales force need to be properly trained to make marketing plan stronger.

o Objectives

VISION A Leader in providing natural products necessary to attain highest level of HEALTH throughout life.

MISSIONThe mission is to serve the nation by providing natural, harmless and healthy products.

Marketing objectives

Marketing objectives are

To create awareness Increase sales Create loyalty Maintain long term relationships Create brand equity Increase customer retention Bridge between manufacturer and customer

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3. SITUATION ANALYSIS (SWOT)

Internal Factors Strengths Weaknesses

Management Experienced, broad base of interests and knowledge

Large size may lead to conflicting interests. Marketing employees and sales force is not aware of marketing the product globally.

Product Line Differentiated, Variation in products

So much product lines but still not able to knock out other sweeteners.

Marketing Marketing by promoting usp i-e100% natural with no side effects.

Segmentation, promotion, distribution, pricing, aftertaste, technological advancement and CRM are not properly integrated

Personnel Very experienced, high knowledge

Not aware of marketing the product globally.

Finance Higher price, large capital base.

High production cost leads to higher prices and less sales revenue.

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Research & Development

Stevia is currently being combined in blends, with research and development exploring different flavor systems. Branding has also proven to be very effective in promoting new sweeteners

Researches are done but still no change came in product taste, technology, market analysis and knowledge gaps.

External Factors Opportunities Threats

Consumer/Social Increase in awareness towards health consciousness and 90% population is suffering with diabetes

Less awareness about the side effects of sweeteners available in market.

Competitive It is 100% natural with no side effects and suitable for all.

Less awareness and higher price would affect the sales and growth. There is a chance of another competitor in market with natural ingredients.

Technological Maintenance of proper website which subscribes and provides information regarding long production line.

Optimal utilization of technology is still required because competitors could get competitive advantage by using more advance technology.

Economic Consumer income is high for the Stevia class.

By looking at the current economic downfall people have got more sensitive about prices and want bundle of benefits within the price they are paying for product.

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Sustainable Competitive Advantage

Sweeteners market, and in particular Stevia market, has seen intense activities through 2009.

The stevia landscape is fast changing as new product launches face pressure on the regulatory and consumer fronts. As a low calorie, natural, non-carcinogenic intense sweetener, Stevia has great potential to capture markets from competing alternative sweeteners and to replace some markets for starch syrups when blended with sugar or other bulking agents.

Stevia has been used with success to treat many ailments including diabetes, high blood pressure, gingivitis, digestion ailments, and addictions, topically for acne and other skin ailments and also as a wonderful weight loss aid. Stevia provides several advantages over sugar and artificial sweeteners when used in food production, lower costs for transportation, storage/warehousing and handling charges. In 2006, the World Health Organization evaluated Stevia and found no evidence of carcinogenicty in Stevioside and Rebaudioside A. It also reported that Stevioside led to beneficial effects in patients with hypertension or with type-2 diabetes. The report concluded that further study was needed to determine proper dosage.

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4. MARKETING RESEARCH

o Information Requirements

Information was required to implement marketing plan strongly in Pakistan by doing complete research on the behavior, nature of buying decision, economic condition, consumer concerns, sourcing preferences, market drivers, technology, segments interested in buying, distribution channels and market trends. All the information played a major role in analyzing the importance of each step and its proper way of implementation.

o Research Methodology

For research we collected primary data and secondary data. In primary data collection we used a technique of Observational research. We observed consumers as they shop and consumed sweeteners in the whole time we were active in research. This type of research helped us to analyze consumer behavior, nature of buying decision, consumer preferences, and attitudes. In secondary data collection we used internet and books, and other reading material on sweetener industry.

o Research Results

Most respondents had mixed feelings on key issues outlined in information requirement; however, there was an overall positive feeling about market growth. In the sweetener industry, creating awareness is key to consumer acceptance, which is why it comes as no surprise to see respondents indicate that they don’t know about a brand named as stivia in market. Many respondents also believe that this concern can emerge as a number one limiting factor for Stevia’s market growth in the future.Respondents also identified regulations as a key concern, indicating that the regulatory stance on Stevia sweeteners is a knowledge gap. Supply reliability

was the 3rd most popular concern, and is a reflection of demand for stevia sweeteners overtaking current supply.Research findings highlight, the future of this industry is dependent on greater access to information on cultivation, production, flavor-enhancements,

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regulations, supply chain, marketing and socio-economic issues. Constantly monitoring trends in the industry will provide critical information needed for business and public policy decision-making.

Research also indicate that currently to execute the marketing plan more efficiently company needs to get more market information time to time more then information of technology, economics and Agronomy to get aware about the changes, strength ad opportunities of competitors and regulation amendments.

MARKETING STRATEGIES

PRODUCT

Stevia Biovista Pvt. Ltd. has carved out a niche by providing Stevia - Zero Calorie all natural sweeteners through its innovative range of products, powered with a customer centric vision and an eye for quality. Today, company offers diverse

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range of Zero Calorie Natural Sweetener products based on “Stevia Natural Herb” for consumer as well as for food and beverages industry. The company is committed to providing products and services at par with international standards. Stevia helps control blood sugar, high blood pressure, digestive ailments and is a healthy weight loss aid. Stevialife consumer products are available in powder, tablets and liquid form. Stevialife is 300 times sweeter then sugar at the same time it is a Zero Calorie Diet.For food industry Uses for Stevialife Concentrate Products and Extracts Steviosides and Rebaodioside white concentrate powder of different percentages.Stevia Extracts are used in Soft drinks, cordials, fruit juices , Ice creams, yogurts, sherbets , Pastries, pies, baking , Jams, sauces, pickles, Jellies, desserts, Chewing gum ,Candies, confectioneries , Sea-foods, vegetables, Weight-watcher diets, Diabetic diets, Flavor, color and odor enhancers , A source of antioxidants , Alcoholic beverage enhancer (aging agent and catalyst). Stevia (Stevia rebaudiana) is a wonderful dietary supplement used for over 1500 years as a sweetener and for medicinal purposes. Since the 1970's, stevia has been used in Japan as the main alternative to sugar, used instead of the banned aspartame in diet soda, gum and other food and beverages. Stevia is also being used as a sweetener in other countries after extensive studies proved its safety. Stevia has been used with success to treat many ailments including diabetes, high blood pressure, gingivitis, digestion ailments, and addictions, topically for acne and other skin ailments and also as a wonderful weight loss aid. Safe for diabetics as it does not raise blood sugar!

PRODUCT LINE

Liquid Stevia

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SweetLeaf Liquid stevia with all natural flavors is convenient and easy to use. At only pennies per drop, you can easily dress up water, coffee, tea, yogurt, cocktails, whip cream, smoothies, ice cubes, and nearly anything else you can dream up. A great replacement for sodas and soft drinks for your kids (and adults)!

FLAVORS IN LIQUID Apricot Nectar

Chocolate Raspberry Cinnamon - New! Chocolate - New! English Toffee Grape - New!

Lemon Peppermint - New! Root Beer - New! Valencia Orange

Vanilla Creme

Stevia Tabs

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SteviaTabsTM Stevia extract will dissolve in hot or cold liquids, adding quality nutrition with an intensely sweet flavor without sugar or artificial sweeteners. It's calorie-free and safe for diabetics and hypoglycemics.

One SweetLeafTM SteviaTabTM Stevia extract tablet is as sweet as a teaspoon of sugar.

Stevia Sachet

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Stevia sachet has zero calories, carbs, zero glycemic index, zero chemicals. Available in convenient packets or powder form.

SteviaClear ( Liquid Stevia )

All natural, no calories, no carbs, no bitter aftertaste, and endless uses.

SteviaClear brings pure Stevia extract to liquid form. With 1440 servings per bottle, you’re definitely getting your money’s worth. Just two drops of SteviaClear are as sweet as 1 teaspoon of sugar - yet has no calories, carbohydrates nor bitter aftertaste.

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Drop this pure Stevia extract into your hot or iced coffee or tea. You’ll love getting sweet without paying for it in calories or chemicals. Safe for diabetics, too.

Convenient and economical to use Zero calories, zero carbs Absolutely no chemicals, alcohol, or glycerin Pure Stevia extract in water Safe for diabetics Can be used in cooking, baking, hot or cold beverages, and many more

uses

PRODUCT STENGTH AND WEAKNESS

STRENGTH WEAKNESS Stevia is 100% natural product Ingredients used to produce stevia

are very rare that’s why products of stevia are expensive.

It has NO side effects Its aftertaste is not according to the taste buds of Asians.

It is suitable for all participants which include children, middle age, older male and female.

Its not available in particular product usage form.

PRODUCT LIFECYCLE MANAGEMENT

Products of stevia are in initial stage phase, even products are not marketed rightly that’s why people don’t know about this brand too. Whole marketing plan needs to be created and executed in proper manner to get maximum sales and revenue.

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Stevia lie on introduction stage

BRAND NAME, BRAND IMAGE AND BRAND EQUITY

BRAND

A brand is a name, term, sign, symbol or design or a combination of them, intended to identify the goods or services of one seller or group of seller and to differentiate them from those of competitors.

The brand that we have chosen for our project is Stevia.

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BRAND ELEMENTS

BRAND NAME

Brand name is the central element of a brand and there are almost 6 ways to name your brand, the type stevia is chosen to name the brand is suggestive words that suggest any activity, benefit or function of product. “Stevia Rebaudiana” or “sweet leaf” or stevia, normally used as fresh Stevia leaves, dried leaves, extract and liquid concentrates.

The name of our brand is Stevia which is a suggestive name and has relevance with the product ingredients; we have chosen this name because it is:

Easy to pronounceEasy to remember

Easy to recallShows the herb used in production

Can be used in many countries

UNIFORM RESOURCE LOCATOR

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In order to compete in market Stevia also have to operate on the internet and for that purpose stevia have a detailed website which is

www.stevia.com This website gives you detailed information about the brand, you can come to know about different product line which includes stevia tabs, stevia sachet and Stevia liquid available with many new and unique recipes to ad delight to your cooking.

LOGOS AND SYMBOLS

Logo is most commonly known as the brand mark, if you go for a logotype then it is a word mark. Logo is used to give the audience a visual cue and is used to attract the customer so that it is easy for him to recall and recognize the brand.

The advantage of this word mark or logo is that it shows the herb used in production of product which make it authentic and it is easy to recognize and recall.

CHARACTER

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A character is a brand symbol which can be any real life character a real personality or an animated character.In case of stevia we have chosen doctor as a person who convinces people that this product is 100% natural and it has no side effects. As stevia was banned for more then 5 years this might give perception that stevia is not suitable for their health to avoid this comment we have chosen doctor to come in promotion of stevia and explain that stevia is 100% natural and have no side effect.

SLOGANS

A slogan is a short descriptive or persuasive phrase which gives your brand meaningfulness. The meaning that you want to give to your brand is given by slogan.The slogan of stevia is “All natural”This slogan tells us how stevia is different from other sweeteners in market. Stevia is 100% natural and has no side effects where as other sweeteners in market have side effects and include artificial flavors.

JINGLEWe have not made a jingle of our product and according to our budget we have made a n ad which tells that it is 100% natural and has no side effects. All participants can use it without any risk.

PACKAGING

Packaging is the container or the wrapper of the product which are used for your product.

Packaging of stevia had been done on international standards and we have used special foil seal to protect the quality, medication and taste of product. Stevia is available in bottles, small box with tabs and card box which contain sachet.

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BCG MATRIX

Stevia lie at Question mark stage.

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Sweetener industry is growing with coming time people are getting more conscious about their health and are more aware about the products that help them to reduce deceases. Here at question mark stage the industry growth rate is high and the market share of company is low. In this situation company needs to adapt some strategies to take it at star stage.

STRATEGIES

When the product is at the introduction stage and still not able to get competitive market share then company should go for market development, market penetration, and product development.

MARKET DEVELOPMENT

Market development involves introducing present products or services into new geographic areas. Stevia should go for market development because

Its basic industry is becoming rapidly global in scope. New and untapped or unsaturated markets exist. New channels of distribution are available that are reliable, inexpensive

and of good quality.

PRODUCT DEVELOPMENT

Product development is a strategy that seeks increased sales by improving or modifying present products and services. Stevia should go for product development because

Organization competes in an industry that is characterized by rapid technological developments.

Major competitor’s product is of better aftertaste. Organization competes in a high growth industry.

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Organization has especially strong research and development capabilities.

The research suggests that stevia has some aftertaste problems that need to be sorted out immediately. Research shows that taste development gap should be covered to get increase in sales.

MARKET PENETRATION

A market penetration strategy seeks to increase market share for present products or services in present market through greater marketing efforts. This strategy is mostly used alone or with combination of other strategies. Marketing strategy includes

Increase in number of salesperson Increasing advertising expenditure Offering extensive sales promotion items Increasing publicity efforts.

Stevia should go for market penetration because

Current market is still not saturated with other products. Usage rate or awareness of present customers could be increase

significantly Total market share of industry is increasing with time

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CONCENTRIC DIVERSIFICATION

Adding new, but related products or services is widely called as concentric diversification. Stevia can produce icing sugar for baking (cakes and donuts etc) or can make special sugar powder to add in sweet dishes as done by competitor.Stevia should go for concentric diversification because

New but related products could be offered at highly competitive prices. Adding new but related products would significantly enhance the sales

of current products. The organization has new management team.

PRICE

Stevia products are produced from herb which is rare and expensive. It is very difficult to reduce the price of the product with the existing resources. As most of the organic products are found as expensive and artificial products are found as cheaper but stevia has competitive advantage of over other artificial sweeteners is because it is 100% natural and has no side effects. People who are conscious about their health or are already suffering from any disease would not go to take any risk and would not compromise in price. As in economic recession people are very sensitive about price but people are more aware of the organic or natural effects of products. Economics and pricing will be key determinant in the growth of Stevia.It is critical for suppliers to rationalize Stevia prices to enter the mainstream ingredient business. Economies of scale and distribution will also throw up new challenges impacting the pricing. Rebaudioside A content in Stevia leaves is related to plant variety, region, method of cultivation, preservation and preparation processes. Existing Stevia leaves can produce different Rebaudioside A contents, but the use of sophisticated process and equipment and higher raw materials and per-unit energy cost are expected to push prices up.

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QUANTITIES AND PRICE RANGES:

QUANTITY PRICE (Rs)Box containing sachet(50) 315 Box containing tabs 145Bottles 350

Pricing Objectives

First of all we decide where we want to position our market offering. Stevia position marketing objective through pricing on the basis of product quality leadership. Product is categorized by high level of perceived quality and taste. The price set is not very high that it reaches out of affordability of consumer.

Pricing Method

Pricing method followed by stevia product is Markup pricing, done by identifying input cost and finally analyzing the realistic profit should be attained from that input. Being 100% natural and with no side effects this product is expensive as compared to other major competitors but it satisfy the consumer need of safety for which the consumer move towards sweetener industry.

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PRICING STRATEGIES

Stevia products are available with different pricing strategies in market to cater the needs of maximum people and attract more customers towards the product. Price strategies would be dependent upon the marketing strategies. Marketing would modify the degree of prices in particular segment and need for price change in any situation.

Currently the price strategies include

Location pricing

Same stevia product is priced differently at different locations even though the cost of offering at each location is the same. Stevia in 7th avenue is available for 315 rs where as same stevia products in I- sectors of Islamabad are available for 305 rs.

Channel pricing

Stevia carries different prices depending on whether it is purchased from a high market store of Islamabad, a normal chemist shop in Rawalpindi, doctor’s clinic, hospitals, or for awareness seminars.

Product form pricing

Different versions of the product are priced differently but not proportionality of their respective costs.

Price discrimination

Price discrimination on stevia products is offered to customers on the basis of their loyalty towards the product and the quantity demanded of the product

Customer segment pricing

Different prices are charged to different customers. Elder people get discount when they get prescription from the doctor or when any educational department ask for the product to create awareness.

Backward integration

Backward integration is a strategy of seeking ownership or increased control of firm’s suppliers.

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Stevia should go for this strategy because

Current suppliers are not reliable and are expensive Current suppliers cannot meet the current needs Numbers of suppliers are small and competitors are large Industry is growing rapidly Cost leadership is very important to come and survive in competition

Discounts and Allowances

Stevia currently need to rely on discounts and allowances to survive and get position in market other wise it will stay to be an unknown brand for all. Discounts would make stevia a popular brand with more benefits and value. Currently company can give

Cash Discounts

Cash discount is given to people who buy product more frequently.

Quantity Discounts

Quantity discounts are given to those who buy in bulk for self usage or for further recommendations. E.g Doctors can place Stevia in clinics, Gym instructors can place it in Gym’s and Bakery owners can use it in bakery items for diabetic patients.

Psychological discounting

It includes selling the price at a price line form. Selling stevia at price of 299 or 199 this would not make huge decrease in price but would increase sales in return.

Discounts for Social Responsibility

Special discounts are given for people who want to create health consciousness among people or want to create awareness about sweeteners in market.

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PROMOTION

Promotion is done to disseminate information about a product, product line, brand, or company. It is one of the four key aspects of the marketing mix.

o Promotional Goals

The goals to promote a product are sales increases new product acceptance creation of brand equity positioning competitive retaliations.

o Promotional Mix

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ADVERTISING, MEDIA, AND VEHICLES

MEDIA VEHICLES ADVERTISMENT

TV Cooking programs, health awareness programs, Sponsor time checks.

T-V commercial, Seminars

RADIO Add health awareness programs with ads.

Voice commercials and awareness programs by experts.

NEWSPAPERS Articles on Reviews, Ads on main or second page.

Print ads, Newspaper supplements, Catalogs

WEBSITES & EMAILS Banners, popups , email to targeted audience

Broachers, fliers , Banners on streets

TELEVISION ADS

TV CHANNEL TIMING FREQUENCY

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GEO(Time Check) 7-12 pm 6 Times a Day

ARY DIGITAL(Commercial Ads) Prime Time 3 Times a Day

PTV(Commercial Ads) Different Slots 3 Times a Day

MASALA TV Cooking shows 2 Times a Day

GEO SUPER Different Slots 4 Times a Day

PRINT ADS

Magazine Frequency

Daily dawn Twice every week

Roznama jung 10 times a month

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Sunday Plus(The Nation)

On Sundays

Raabta Once a Month

SEMINARS/ EDUCATIONAL INSTITUTIONS

To create awareness about stevia product line we will arrange seminars headed by doctors and research scientists to tell about the benefits of the product in hospitals or educational institutions.

NEWSPAPERS

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Articles written by research scientists and doctors would be published every Sunday to create more awareness and promote the product.

SOCIAL RESPONSIBILITY

Banners on roads with health care lines would show that company is socially responsible and positive image would be created.

TV ADS AND PROGRAMS

Ads would be properly shown with proper timing and channel. Special shelves would be placed in stores with brand ambassadors. Fliers and broachers would be properly arranged to guide people. Cooking programs are arranged which show the usage of stevia products. In Masala Tv proper sponsor programs are shown.

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JOINT VENTURE/ PARTNERING

Joint venture is a popular strategy that occurs when two or more companies form a temporary partnership for the purpose of capitalizing on some opportunity. Stevia can be jointly promoted with any different industry e.g tea or milk industry. Stevia need to be promoted with local company which has already made its place and position in market. By strategic alliance with stevia other company would get an opportunity to show themselves socially responsible.Stevia should go for joint venture because

Stevia needs to be promoted locally Stevia needs to compete in highly growing industry Stevia wants to create good positioning Price should be justified with benefits Helps in market development

CUSTOMER RELATIONSHIP MANAGEMENT

Stevia is highly interested in knowing and giving value to customers because stevia cares about its customers Stevia is going to preserve database of its customers gathered from observations, reasons of purchase, interests, habits of customers. Database would contain complete information about the frequency of purchase and purpose. Every customer would be considered as an individual and would get individual benefits. Customer service department would be open 24 hours for all who want to get any information about product and its availability. Customers can do shopping online from internet and can book their orders. By online purchase we can collect data of

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customers, monthly newsletters and emails can allow us to make long-term relations from customers.

MOBILE DOCTOR

Today because of technological advancement we have a concept of mobile doctor who give guidance when you are facing any medical problem. Stevia has a contact with all mobile doctors who can guide you about all issues related to diabetes, in the treatment of cough, joint pains, blood pressure, diabetic, weight management and skin rejuvenation.

FULL DOCUMENTARY

Complete documentary should be formed showing the process from production to the distribution of stevia and its benefits to consumer. In documentary awareness should be created about sweetener industry.

SPONSORSHIP

Company should arrange sponsorship events e.g. sponsor game shows or sport events e-g hockey, cricket or golf and allow loyal customers and sports heroes in that event, cooking programs or health walks etc.

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INTERNET

Company give complete information about its product on website www.stevia.com, stevia promotions are also placed on hospital websites, health related clubs, Fitness gym sites, and groups on

facebook. Contacts are made through email based on monthly, weekly or daily subscriptions.

RESTURANTS AND AIRLINES

Stevia should marketed and placed in restaurants for the use by customers and airlines should also serve stevia sweetener to travelers.

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INSERTS(Leaflets in magazines and newspaper)

Broachers would be inserted in newspaper of Sunday that will include whole information about stevia product and contact details.

DIRECT MARKETINGSales force would be assigned with the work measured on the basis of reward on performance. Sales force would visit offices with stevia product and would arrange small informational lecture for office workers. At the end of lecture option would be given to listeners to purchase the product on discounts at spot and memberships for stevia health care club.

MASCOTAdvertisement of stevia is done with a Mascot. Mascots are powerpuff girls (STEVIA GIRLS) who represent strength, love, peace, help, happiness and Heaven.

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PERSONAL SELLING

Stevia products are different from other sweeteners in the market but less or even no one know about the difference and there is less awareness about it. People either chose product on the basis of price or by looking at unconscious cues i-e colors, size and packaging. The main feature needs to be positioned is that it is 100% natural and has no side effects and this is stevia’s competitive advantage. Stevia is now managing trained brand ambassadors who will stay in front of the shelves where stevia is placed so when people come and get confuse about the difference in product price then they can tell them about its advantage over other products in shelve.

During the whole process the brand ambassadors will tactically identify the needs and problems, deal with objections, forestall the objection and follow-up. Catalogs would be present with brand ambassadors to give and guide customers about prices, product line, advantages, history and usage of stevia products. Broachers could guide customers and help brand ambassadors to provide complete information to customers in short time.

SALES PROMOTION

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Scheme Memberships Benefit

Loyal Reward Program

On-shelf couponing

On-line couponing

Memberships for consumers including (children, Middle age, older male and female)

Deals in luxurious restaurants, 5% payment of medical fees, free entry in health seminars.

Dealer loader Trade contest Point-of-

purchase displays

Training programs

Dealers/ retailers Extra sales promotion tools given to retailer for stevia with time to time gifts in bulk quantity including Diaries, Fridges or Computers. 10% decrease in price if purchased in bulk and result into increase in sales.

Certifications Research and

experience

Doctors and surgeons Certificates travel to enhance experience and online recommendations of doctors who be closely associated with the sales of stevia products.

PUBLIC RELATIONS

Stevia is a product for health conscious people because people who are either suffering from diabetes or are conscious about the health would be inelastic about the price of product and would see the benefits associated with the product other then price.

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DISTRIBUTION

Channels of distribution provide the link between production or supply and consumption. They are used to make products or services accessible and available to consumers or buyers. As a product or services passes through its channel of distribution it gains added value because it becomes available to the consumers when and where it is wanted.

o Geographical coverage

Stevia need heavy advertisement to get famous and to create awareness about natural ingredients with no side effects. To create a balance between heavy advertisement distributions should be at same level. Stevia should be available in areas where it is advertised. If we take example of Islamabad and rawalpindi stevia should be available in every sector of Islamabad to provide a value to customers and heavy placement would increase chance of sales.

o Distribution channels

The distribution channel adapted by stevia is short channel. The supplier or manufacturer supplies the customer in a consumer goods market through a retailer, who acts as a reseller or intermediary.

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Whilst the supplier is not in a direct contact with the customer, this channel type minimises the loss of contact ; while at the same time it maximises the supplier’s influence and control over the retail intermediary or agent.

For instance, The supplier and retailer will agree to co-operate in funding, designing and spacifying:

Promotional activity, whether it can be external advertising or in-store sales promotion.

Store layout and product display Training of shop sales staff

o Physical Distribution

GLG Life Tech Corporation is a global leader in the supply of high purity stevia, an all natural, zero-calorie sweetener used in food and beverages. The Company’s operations cover each step in the stevia supply chain including non-GMO stevia seed breeding, natural propagation, stevia leaf growth and harvest, proprietary extraction and refining, marketing and distribution of finished product. GLG advanced technology and extraction technique make it one of the world’s leading producers of high purity stevia extracts, including rebiana made with 97%

Manufacturer/supplier

Retailer

Customer

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Rebaudioside A. GLG Life Tech Corporation manage the distribution of product in Pakistan and make strategies according to the demand.

Stevia products are available in below mentioned places in bulk quantity.

Medical stores Hospitals Clinics Retail stores Restaurants Gyms Women health clubs

INITIAL INVESTMENT:The initial investment is estimated to be 150 lakh rupees.

RESEARCH EXPENSES:The estimated budget for conducting the research is rupees 20, 00,000/-

EXPENSES ON ADVERTISING:

1. On television:

Advertising on television (PTV-1) for 4 minute slot costs rupees 142500.00/-per minute, from 7:00 PM to 7:30 PM. The estimated expense for advertising on this medium is rupees 25, 00000/-

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2. On radio:

Advertising on radio costs on the basis of “per second”. An advertisement of 1minute on prime time costs rupees 10,000. If the ad is being given on radio from 15-18 times then it will cost 1.5 lakh rupees.

3. In newspapers:

Giving the advertisement in a news paper (classified which includes Jang group, Dawn, and The news) will approximately cost 35 rupees per word thus making a total of 500,000.

4. In magazines:

The cost of advertising in a magazine will cost 850-1000 rupees per word depending upon the location of the page. So, if the ad is being given in a weekly magazine then it will approximately cost 10, 00000/- rupees.

5. Bill boards:

The cost of advertising the product on bill boards costs a per day tax of 1 lakh and 50 thousand rupees to the government. And if the billboard is used for 15 days then it will cost 22 lakh and 50 thousand rupees.

ADMINISTRATIVE COST:It includes the salaries of the managers and executives. The estimated expense is of rupees 50, 00000/-

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CONTINGENCY PLANS

A Contingency plan is a plan devised for a specific situation when things could go wrong. Contingency plans are devised by businesses who want to be prepared for anything that could happen. They are sometimes known as "Back-up plans", "Worst-case scenario plans", "Scrap Stituation" or "Plan B"We have recommended different strategies for Marketing mix which include product, price, place and promotion. Contingency plans would get active when other strategies get failed or everything is not going as planned.

MOVE AHEAD OF COMPETITOR

Competitive advantage of stevia is that it is 100% natural and this gives stevia a chance to charge maximum price which is comparatively higher then competitors price. Company should try to maintain its competitive advantage and try to add additional value based things in it. Currently we can see that stevia can face

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aftertaste issues and to over come this issues Flavor companies are launching tool boxes and solutions for eliminating the aftertaste associated with Stevia-derived sweeteners. Comax flavours, Symrise, Firmenich & Sensient Flavours for example, have all been busy developing new masking agents for Stevia, with each of them working on customization for a variety of applications.Givaudan has been directing its taste research, sensory science and receptor-guided ingredient discovery to address the bitterness associated with Reb A. Screening of a diverse chemical library has led to a portfolio of more than 20 new flavour ingredients effective against Reb A bitterness. Stevia should try to maintain this competitive advantage and when it see that another competitor can overcome this competitive advantage then company would go for additional flavors to keep itself different.

INTEGRATING SOCIAL NEEDS WITH BUSINESS GOALS

When company face a situation when its Plan A is not working properly and need to take help of Plan B then company would try to use such points which it observe when Plan A was implemented and need of plan B arose. All the information and sources would be gathered and new strategy would be made accordingly.

REDUCTION IN PRICE WITH RESPECT TO PACKAGINGStevia would be available in new packs with reduce quantity and price would be measured according to the quantity. 50 tabs each box would be charge lesser then box of 100 tabs. This would allow company to provide convenience to customer to purchase in lesser and economical price.

SPECIAL WEIGHTLOSS AND HEALTH CARE CLINICS

Special weight loss and health care clinics would be arranged to create awareness and loyalty programs to retain and acquire new customers.

MANAGE CERTIFICATION

Authentic certificate should be arranged in short time immediately to get more satisfaction for customers.

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CONCLUSION

The future of this industry is dependent on greater access to information on cultivation, production, flavor-enhancements, regulations, supply chain, marketing and socio-economic issues. Constantly monitoring trends in the industry will provide critical information needed for business and public policy decision-making. There are several limitations to the growth of Stevia markets. The key ones relate to economics as Stevia products are currently more expensive than other high-intensity sweetener products. The other issue relates to after tastes as Stevia products are reported to have a distinct after taste. Companies involved in formulation development are focusing on this as also product consistency issues. The major challenges for the Stevia market is competition with ordinary sugar, higher price of Stevia added products than the ordinary products and lack of raw materials. As Stevia value chain from cultivation to processing to refining is poised to grow in near future, it is imperative to look at sustainable models of Stevia production – an activity which can have profound implications for revitalising rural economies world wide. Higher marketing efforts would create awareness about sweetener industry and

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stevia in minds of consumers. With time stevia first would become Trade mark, then it would become Trust mark and finally it would be converted into Love mark.

REFERENCES

www.stevia.com Wikipedia Stevia world forum Sales force management Marketing practices Global stevia industry perception report 2009- Dr RajaGopal A Position Paper by KnowGenix in line with Stevia World Europe 2009 ‘Stevia as an Alternative Sweetener - Promise and Challenges’ was

written by Dr. R. Rajagopal,