b Active Lassi

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Click to edit Master subtitle styleb-Active Lassi

b-active Lassi Pvt. Ltd

Sahiwal Pakistan



Sahiwal Pakistan

Marketing Management

Submited to:§

Sir Mohsin BandayGroup Members:

§ Mohammad Bilal Asghar § Umair Niaz§ Anis- ur - Rehman§ Mohammad Qasim

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§Introduction:§MissionStatement§Vision Statement§

Objectives AndGoals:§Current MarketSituation:§Market ResearchAbout Lassi

Contents

§Designing TheBusiness Portfolio:§SWOT Analysis:§Product Life

Cycle§StrategyFormation§ImplementationPlan

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Introduction of Company

q b- Active beverages(Pvt.) Ltd is a private

beverages company

q Founded in 2011andheadquartered inSahiwal, Pakistan.

q b-Active's products areTraditional mild saltedlassi and Sweet lassi.

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Vision and Mission

Vision

“Our Vision is to provide best healthy drink prepared from pure milk to our customers. We aim to produce Lassi full of energy and finest quality.”

Mission“Our mission is to be the Pakistan’s premier consumer product company

focused on Quality beverages. We aim to produce, sell and distribute the finestquality Lassi (yogurt-based drink.) with a continued commitment to incorporating

natural ingredients and promoting business practices that respect theEnvironment.

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GOALS AND OBJECTIVES

§ To refresh the NATION...

§ To inspire moments of optimism and happiness..

§ We will not compromise on the quality

§ We will ensure accessibility

§ Achieve marketing excellence in working to sell our product.

§ To offer healthy energy resources for all types of customers.

Overall Objective:

Our general objective is to ensure health safety of our customers byproviding them quality beverages in hygienic packaging.

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Current Market Situation:

§ Not a single national or multinational company in Pakistan provides Lassias drink in packaging.

§ Hotels and Dhabas on order basis.§ b-Active Lassi is only the company providing Lassi as drink in Packaging

§ Hot summer.

§ Ramdan

§ Many flavors can be offered in Lassi such as :§ Meethi (sweet) Lassi,§ Namkeen(salted) Lassi,

§ Mango Lassi

§ Banana Lassi

§ B-Active Lassi Provide Lassi in two flavors§ Meethi Lassi(sweet)

§ Namkeen Lassi (salted) 77



Market Research About LassiGilani Research Foundation survey carried out by Gallup Pakistan.

q “Do you or other people in your household drink ‘Lassi’?”

§ 79% Pakistani drink Lassi§ 21% Pakistan do not drink Lassi.

q Do you or anyone else in your household drink Lassi which is preparedat home or buy it from market?

§ 91% of the respondents drink home made Lassi

§

8% buy it from the market§ 1% gave no response

q “Do you want unpacked or packed Lassi?”

§ 64% want packed Lassi

§ 22% want unpacked Lassi.

§

14% gave no response. 88



Designing The Business Portfolio

Current Business Portfolio:

Two flavors i.e.§ Namkeen(salted) Lassi.

§ Meethi Lassi (sweet)

Future Business Portfolio:§ Banaa Lassi (Combination of Lassi

with banana pulp)

§ Mango Lassi (Combination of Lassiwith mango pulp)

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SWOT ANALYSIS

Strengths:

§ b-Active Lassi is the only company in Pakistan launching Lassi as drink in packaging

§ launching Lassi in summer so less chance of failure

§ b-Active Lassi is made of pure Milk with no compromise on quality.

§ Price is more affordable than other beverages.

§ b-Active Lassi is perceived as a healthy drink.§ Contains vitamins A, D and K essential for bone health.

§ BB-12 friendly bacteria have higher survival rate in stomach, better digestion and absorption of nutrient

§ Potassium and magnesium which are good for health and energy production.

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SWOT ANALYSIS

Weaknesses:§ Efficient distribution network is not readily available.

§ Difficulties in entering new product category.

§

b-Active Lassi has limited variety of flavors.§ b-Active Lassi has not a specific target market.

Opportunities:§ Huge untapped market in this product category.

§ New product introduction for society.

§ Increasing health awarenessamong customers.

§ No competition in our productline in such category.

Threats:§ New product in the market.

§

Beverages of other companieshave a very strong hold inmarket.

§ Other beverages have almostsame price as ours.

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Product life cycle

b-ActiveLassi

1212



Product“Lassi”

(Pure Yogurt

Drink)

Marketing Mix

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Product

q Flavors\Variety:§ Meethi (sweet) Lassi

§ Namkeen (salted) Lassi.

q Quality:§ Prepared with the pure hygienic milk § Pure germ-free area to ensure the high quality

q Features:§ BB-12 friendly bacteria

§ higher survival rate in stomach,

§ better digestion and absorption of nutrient

q Brand Name:

“b-Active Lassi”

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PRODUCT

q Tag Line:

q Ingredients:§ Pure Milk.

§ Hygienically processedYogurt.

§ Salt.

§

Sugar.q Size:

§ 250ml pack,

§ 500ml bottle.

§ 1000ml pack,

“Lassi Jaisi Koi Nahi”

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Price

Marketing Mix

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PRICE

Consumer Demande§ Driven by tastes and income;

§ Availability of others similar products;

§ “The higher the price, the higher the value.”

§ Customer unwilling to pay premium price

The product lifecycle§ “The newer the product the higher the price”

§ “High profit margin”

§ “Recover development costs quickly”

§ “Gives a certain status to the product”

Potential substitutes

§ Competitors attracted by high profit margin;

§ Unique for now;

§ Easy to copy

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PRICE

Category F. cost V.cost Transp.

cost

Mkt.

Exp.

Trade

margin

Company

profit

Retail price GST

(Rs.)

Consumer

price

250ml 1.50 7.50 0.25 2.41 1.75 5.50 Rs.18.91 1.09 Rs.20

500ml 2 15.67 .50 3 2.15 7.5 Rs.30.82 4.18 Rs.35

1000ml 4 29.2 1.90 5.37 5.75 13.4 Rs.59.62 10.38 Rs.70

These prices are based on assumption

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P

l a c e

Marketing Mix

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PLACE

Channel of Distribution:

Traditional Distribution Channel:

Company Distributor Wholesaler Retailer Consumer

Coverage of Market:§ b-Active Lassi is new in the market

§ No competitors.

§ Place product in the big cities

§ Don’t have any specific target market

§ Focus every sect of our society

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PLACE

Location:

§ Supermarkets

§ Convenience stores

§ Independent food stores§ Discount stores

§ Multiple grocers

Inventory:

•

Warehouses in each bigcity

Transportation:

§ Contract with a reliabletransportation company.

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Marketing Mix

P r o m o t i o n

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Promotion

Two main objectives of promotion.

§ To initiate strong awareness about b-active lassi

§

To win market shares

Advertising The message:

b-active Lassi is a healthy drink for everyone who simply enjoytaking care of their body and life. It is a drink for the out-of-the-ordinary individuals who want to cool and nourish their body in

hot summer.

2323



Enjoy The

Traditional Drink InNew Style

Be Bold, BeTraditional, Be

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Promotion

Target Market:

Focusing everysect of society

Solution:Use a greatvariety of

targetedpromotionaltools.

Media selection:

Television

RadioInternet Outdoors

Public relations

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Media Tools

Television: § communicates with sight,

sound and motion,

§ only media that can reach60% of the homes inPakistan,

§ we have the budget tocover the high costs,

§ select channels for teenagers and youngadults

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Media Tools

Radio§ already segmented medium,§ over 40 radio stations in

Pakistan,

§ average student is a

surprisingly heavy radiolistener CityFM 89

2727



Media Tools

Internet:§ Official promotional website:

www.bactivebeverage.com

§ visual audio and videomessage,

§ Banners on selected websitessuch as face book, yahoo,cricinfo. etc

Outdoors:§ low cost and flexible

alternative, campuses, bus,

tourist areas, malls, etc.

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Media Tools

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Newspaper advertisements



Trade Promotional Tools

Allowances and discounts:§ Case allowance, encourage retailers to buy more of the product to

get a certain amount for free

Cooperative advertising:§ Encourage retailers to buy our product and to maintain high level

of advertisementAdvertising:

§ Pulse scheduling, emphasized before and during summer

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Implementation Plan

Pre-launch preparation:§ Focus on organising resources to implement the b-Active Lassi

§ Go / No-Go stage: should we continue product implementation ?

Launch:§ May1st b-Active Lassi is freshly on the shelves .

§ Advertising campaign through promotion schedule.

Post-launch (monitor and control):§ Assess feedback from sales revenue, and customers.

§ Maintain positive dynamic by training managers & staff, and by upgrading theweb site.

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