Marketing Project "Saalan"
description
Transcript of Marketing Project "Saalan"
L/O/G/O
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Optimists
• M. Haroon Shakeel • Hafiz Mohammad Hammad Nomani• Umaz Hussnain• M. Iqbal• Imran Javid• Anjum Ali• Taufeeq Khalid• BBA-ITM(12)
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By: Optimists
Marketing Management
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Contents
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Idea Generation
Idea Screening
Marketing Strategy
7 P’s Analysis
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Idea Generation
Shopping TV
SMS Seat Reservation
Packed Domestic Dishes
Instantly ready to eat desi dishes
1. Daalain 2. Sabzian3. Ghosht
Packed Domestic Dishes
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Idea Screening
Comparatively easy to visualize
Processes, easy to identify
Easily available
Easily Manageable
Less Complexity
Human Resource
Supply Chain
Consumer Market
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Environmental Scanning
Survey Video..
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Quality Concerns
Availability
High Price Freshness Problem
Survey Analysis
Environmental Scanning
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Concept Development
Packed Domestic Foods
• Downsize the best possible combinations of different dishes.
• Assuring Quality & Taste
External Testing
Internal Testing
Rating
Downsize
• Rate them according to Survey.
• Test on Potential Customers•Students and Job Holders
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Marketing Strategy
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Marketing Strategy
Mission Statement
“To enhance the value of domestic foods by ensuring the quality through
an accessible value delivering network”
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Marketing Strategy
Industry Consumer Market Penetration
Products and Applications Daalain Sabzian Ghosht
Competence ISO Food Standards SANHA
Target market Students Jobholders Women lacking cooking habits
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SWOT Analysis
Opportunities
Market Gap Market Expansion
Strength
Affordable Price Easily Available Urge for Quality
Threats
Competitors Mommy’s Food Dhabahs
Weakness
Negative perception regarding freshness
Quality
SWOT Analysis
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Marketing Mix
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Product
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Product
Brand Name
SAALANTagline
The Instant Tadka
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Product
• Logo
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Product
Packed Domestic Dishes Dishes
• Daal Mash • Daal Chana • Mix Vegetable• Aloo/Mutter Qeema• Chicken Qourma• Mutton Qourma• Achar Ghosht• Haleem
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Product
Quality Nutrition Plan Vegetable Oil (Standard Suppliers Dalda) Farm Freshness Qualified Cooks ISO Standards Production Environment
Size One Standard Plate(300g)
Height= 8.4 inches Width=6.4 inches Depth= 1.4 inches
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Product
Features Salt Sachet Black Pepper Sachet Tissue Paper Vinegar Sachet(Haleem)
Services
Return of Product on the basis of Leakage Quality
WarrantiesTill mentioned expiry date
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Packaging
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Price
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Price
Fix Cost
Salary Expense
Number of units
280,000
185,000
Rs.1.5/Pack
Variable Cost
Daal (Mash) 1kg = 120
Oil 170 ml = 20
Masala 25 gm = 9
Pyaz 185 gm = 4
Tomato & 75 gm = 2
Other
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Per Plate = 155
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Rs. 15.5/ Pack
Fix Cost 1.5
Other Costs
Electricity & Gas = 2
Packaging = 9
Marketing Expense =10
Distributor Margin = 3
Wholesaler Margin = 2
Retailer Margin = 4
Transportation = 2
(Per Pack) 32
Variable Cost 15.5
Other Costs 32.0
Profit Margin 3.16
GST 7.84
Rs. 60
Per Pack
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Price
Prices of Dishes• Daal = Rs. 60• Vegetable = Rs. 50• Aloo/Mutter Qeema = Rs. 75• Chicken Qourma = Rs. 85• Mutton Qourma = Rs.110 • Achar Ghosht = Rs. 70• Haleem = Rs. 70
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Process
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Process
Farms and Dealers
Inventory
Cooking Dept.
Packaging Dept.
Testing Dept.
Transportation Dept.
Distributors
Organizatio
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Field Testing
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Promotion
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Tools
• Newspapers & Magazines• Brochures• Signs Boards• Internet
Promotion
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Promotion
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Promotion
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Promotion
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Place
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Place
• Channel of Distribution• Tradtional
• Coverage of Market• Cities-Lahore, Karachi, Rawalpindi, Islamabad• Islamabad (Store, Super Stores , Bakeries of each
Markaz)
• Merchandizing• Contemporary with noodles, spices and pickles etc
• Inventory• Warehouses
Lahore, Karachi• FIFO
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People
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People
• Employees– Cooking Staff– Quality Control managers– Technical Staff– Transportation Staff– Finance and Account Managers– Marketing Managers– Dealers(Food Traders, Farm Houses)
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Thank You!