31706821 Mineral Water Marketing Plan

FEEL THE PLACE BEVERAGE COMPANY (PVT) Ltd.

EXECUTIVE SUMMARY

This project is all about the launch of the new mineral water who’s information

are as follows:

Company Name: FEEL THE PLACE BEVERAGE COMPANY (PVT) Ltd.

Brand Name: Sonnevalley Mineral Water

Slogan: Feel the Place with Purity

Our target market is all age group because of the nature of the product. In this

comprehensive launch of the mineral water our product will be provided in different sizes

according to the market demand.

We adopted the penetration strategy i.e.The price charged for products and

services are set artificially low in order to gain market share. Once this is achieved, the

price is increased.

Then we planned the distribution network of the product by our sales force

comprising on 18 persons including one head of the team in beginning in three cities

Lahore, Karachi, Faisalabad . We established our head office in Lahore. And the channel

to market the product we will use two channels in which one is distributor and the other

is retailer.

UNIVERSITY OF GUJRAT 1


COMPANY NAME


Introduction:

Basically the idea on which we are about to work is to produce mineral water in affordable range.The basic concept of our campaign is to develop and launch such mineral water which should be healthy, safe drinking water at very low price as compared to others. Majority people in our country don’t have high purchasing power and they can not afford the high price for drinking water.

Human capital always plays an important role in the success of any organization and gives an edge to organization over others. We have the best management and administrating executives, which have brains full of innovations and creativity to start and keep this campaign successful.

Our vision :

We hope that our investment in people and technology will enable us to

develop our business into a Successful -enterprise.

Knowledge of consumers and the market will allow us to capitalize on product

and brand development and to be more flexible and efficient.

We believe that integrity is the key to gain the respect of the employees, the

colleagues and the consumers throughout the industry. A strong base from which

we can build Mineral Water project into a successful enterprise can only be built

by the joint effort and the commitment of our consumers, distributors,

suppliers and employees.



Mission Statement:

At all times we are dedicated to work in a quality environment, working

with quality people and offering quality products, thus ensuring growth earnings

to our staff, principles and our customers.

Our mission is to build a good reputation for Mineral Water of quality and to

become a successful company in Pakistan

Quality means everything to our company and our quality assurance systems are

designed to ensure our products meet all safety regulations and quality standards.

We have highly trained laboratory staff that uses a highly sophisticated diagnostic

technology to check hygiene and quality control at every production stage.

Our Objectives :

Following are the objectives of our company:

• To earn a reputation for being an innovative, trend setting brand.

• To be positioned as a lifestyle oriented, vibrant and contemporary

product.

• Build strong relationships with our suppliers to secure a preferential

supply of the best quality products.

• Insisting on customer satisfaction in all areas of our organization to

attribute the retention of an ever increasing customer base.

• Gain the 50% share in the market

• Establish the position of market leader in 5 years

• Provide the pure mineral water.



SITUATIONAL ANALYSIS

Sprinkle Beverage is new beverage company in the market. Sprinkle

for the first time is launching its mineral water due to great demand of

mineral water at cheaper price.

MARKET SUMMARY

Target Market:

The most important decision about the product will decide what people we

want to attract, i.e. our target audience. Our product has equal benefit for everybody.

We’ll have to focus on the all group of ages. Everything about our product is designed to

bring those people to our site. The reason of choosing full market coverage is to be a

market leader in future. We want to provide pure Mineral Water. The lifestyle of our

target audience is different because they belong to different age groups. They are

adaptable to change and like change in their lives. The Mineral Water completes the both

objectives. They also influence the decision making of their parents to buy the product.

Geographic :

• Our geographic customers are of Karachi, Lahore and Faisalabad

but in near future after establishing our product in these areas we

will definitely launch our product in the rest of the cities of

Pakistan.

Demographic factors:

• Target all age groups

• Lower and Middle income class

Psychographic:

• Middle class

• Lower-Middle class



• Lower –Lower Class

Market Trends

Market trend is headed toward a more sophisticated and aware customer.

• The preference for high-quality and low product is increasing as customers are learning to appreciate the qualitative differences.

SWOT ANALYSIS

Strengths:

• We are providing high quality Mineral Water

• The price per quality is very attractive

• We have effective advertising plan

Weakness:

• Week financial position

• New brand in the market

Opportunities:

• Low & a bit high income group

Threats:

• Strong distribution channel of competitors

• Strong Positioning of competitors

COMPETITORS

➢ Nestle Pure life

➢ Kinley

➢ Aquafinea



➢ Springly

➢ Sufi

Product Offering

We offer safe, healthy and low price drinking water “SONNEVALLEY” to our

customers.

Slogan:



Enjoy Health with SONNEVALLEY

Key to success :

We are offering safe, healthy drinking water on affordable price which is

our key to success.



MARKETING STRATEGIES

Pricing Strategies:

Every marketing task including pricing should be directed towards a goal,

Management should decide on its pricing objective before determining the price

itself. The pricing objectives are as follows:

➢ Profit oriented:

• To achieve a target return

• To maximize profit

➢ Sales oriented:

• To increase sale volume

• To maintain or increase market share

➢ Penetration PRICING:

The Company is currently relying on market penetration pricing e.g.

Lower price as compared to its competitors. This strategy also works well to

attract those classes that relate lower prices with higher quality. Thus, in

somewhat manner the company has tried to become distinctive.UNIVERSITY OF GUJRAT 8

Pricing Strategies

Promotional strategy

Distribution strategy

Communication strategy


Distribution Strategy:

Distribution Channel :

The company's distribution channel is not very difficult because of the

nature of the product. The company has the efficient distribution system that

is earning a lot through mass sales.

Nature of Distribution :

The company believes in interim distribution of its product through all

possible outlets to encourage more sales, greater consumers and maneuver due to the

nature of the product. The company's distribution exits in the following two levels:

Distribution Level:

The company uses the “Two Levels Distribution”.

The level of distribution which we are using here is two levels of distribution

we have our own distributors which bring our product towards retailers to consumer.

Our product is distributed for sale through all the major growing stores, departmental

stores and even small retail outlets. The reason for adopting all the channels is

because of the nature of the product.

Advertising & Promotion :

Several different methods would be used for the advertising effort e.g.

• Newspapers• Television Adds


Produce Distributo Retailer Consumer


• Advertising hoardings billboards • Attractive pamphlets• Celebrity endorsement

Comparison with the Competitors Pricing Strategy

BRAND, PRICE & SIZE

Price for half-liter:

• Sonnevalley Mineral Waters, Rs. 10

• Nestle Mineral Waters, Rs. 15

Price for 1.5 Liters:



Price for 6 Liters:



Price for 19 Liters:



FINANCIALS This section will explain the financial overview of” Sonnevalley” mineral

water related to marketing and sales activities. It will address the sales forecast,

expense forecast.



SALES FORECAST

YEARS SALES (RS)

2009

2010

2011

400000

450000

550000

MARKETING EXPENSE FORCAST

YEARS EXPENSE FORCAST (RS)

2009

2010

2011

300000

350000

425000

Packing Review:

The packing is another marketing tool. Today in marketing environment a package is

much more than a container in which it is the packed.

In unison with catches attention presents a familiar brand image and communicate critical

information may consumer make purchase design on the basis of how the product looks

on the shelf?



Market characteristics :

In our country the total population is 164 million. A high proportion of the

population is in Punjab it is the largest province of Pakistan. Mostly people speak Urdu

which is the national language with English as the foreign language. The literacy rate is

45%. Media has dominated the market. Over all Media has shown the rapid growth. It is

playing major role of any product success. Key Media in the market is TV, Print & Radio

Government & Private Sector Owned.

In the urban areas like Lahore, Karachi, and Islamabad the TV ownership has increased.

Especially the young generation is more attracted to TV. About 40 million of TV

viewers are the age of 18+. TV is the most consumed media among our population,

followed by Internet and Newspapers. Among our population Internet is used for

communication and entertainment purposes. We selected the GEO TV and PTV for rural

area because of its viewer ship.



Conclusion :

We have successfully developed the plan. If we look at the market it is full of

competition. A large portion of the population is attracted by those products which have

already positioned in their minds. In this market scenario we launched the Mineral Water

that is SONNEVALLEY. The main objective is to give the awareness of our product

and gain some share in the market. For this purpose we have developed advertising plan

in which the objective was to create highly visible launch of SONNEVALLEY. The

budget of advertising is for launching campaign of 10,000,000. We have allocated this

budget into different mediums.

We have conducted a survey and have positive feed back about our product. As we have

given the free sampling. The marketing campaign was successful. We also conform from

our retailers about our product they give us positive response when our sales started

decreasing they gave all the review of the customer this is very helpful for us to remove

our weakness of our product and major part of evaluation of advertising plan. In the start

we face problem of shortage of our product then after some time we takeover that

problem by the help of our sales force and increase the visits of outlet to solve this

problem .In the future we will increase the product line.


31706821 Mineral Water Marketing Plan

Documents

Transcript of 31706821 Mineral Water Marketing Plan