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Nayab Industries aims to launch its new hygienic milk product, Nayab Pre Milk, in international markets through a marketing plan focusing on strengthening the brand and increasing sales and market share. The plan analyzes Pakistan's milk industry, identifies Nayab's strengths and weaknesses compared to competitors, and sets objectives to delight customers, increase profits by 20% annually and gain 1% more market share each year. Marketing strategies will include advertising, utilizing multiple package sizes, and appealing to customers' preferences for affordable hygienic milk options.
Nayab Industries aims to launch its new hygienic milk product, Nayab Pre Milk, in international markets through a marketing plan focusing on strengthening the brand and increasing sales and market share. The plan analyzes Pakistan's milk industry, identifies Nayab's strengths and weaknesses compared to competitors, and sets objectives to delight customers, increase profits by 20% annually and gain 1% more market share each year. Marketing strategies will include advertising, utilizing multiple package sizes, and appealing to customers' preferences for affordable hygienic milk options.
Nayab Industries aims to launch its new hygienic milk product, Nayab Pre Milk, in international markets through a marketing plan focusing on strengthening the brand and increasing sales and market share. The plan analyzes Pakistan's milk industry, identifies Nayab's strengths and weaknesses compared to competitors, and sets objectives to delight customers, increase profits by 20% annually and gain 1% more market share each year. Marketing strategies will include advertising, utilizing multiple package sizes, and appealing to customers' preferences for affordable hygienic milk options.
REPORT ON REPORT ON MARKETING MANAGEMNET Quality Speaks Itself Executive Summary Executive Summary This marketing plan is designed as a blueprint for marketing the NAYAB PRE MI!K to the international market" In#lude here is a #omplete market anal$sis% target market summar$% a &'(T anal$sis% marketing strategies and other rele)ant dis#ussion" The purpose of this marketing plan is to* !aun#h to the Nestle produ#ts Identif$ #ompan$+s strength% ,eaknesses% opportunities and threats" Pro)ide NAYAB PRE MI!K ,ith marketing tools and anal$ti#al and #reate ,a$s of marketing to attra#t edu#ate and maintain #ustomer" It is the intention of this marketing plan to #reate a long-term gro,th model for the ,holesale and retail su##ess of NAYAB PRE MI!K" MARKETING MANAGEMNET . Quality Speaks Itself INTRODUCTION INTRODUCTION CONCEPT In .//0% NAYAB Industries s#ientists perfe#ted fresh milk% totall$ h$giene that is to be laun#hed in .//1 under the name of 2NAYAB PRE MI!K NAYAB PRE MI!K3- ,hi#h is supposed to or hope to be#ome the Pakistan+s people first #hoi#e and later on ,ith its su##ess in Pakistan% hope to get introdu#ed to the 'orld of fresh milk lo)ers" BACKGROUND OF THIS CONCEPT The idea behind bringing this ne, produ#t into market is to be#ome the most inno)ati)e and fastest gro,ing food #ompan$ offering produ#ts that ,ill be en4o$ed in 2e)er$ home e)er$ da$3% that pro)ide health$ en)ironment ,ith health$ food produ#t" NAYAB fo#us to e)ol)e and adapt to a #hanging ,orld% and our basi# foundation ,ill remain un#hanged and ,ill al,a$s refle#t the basi# idea of fairness% honest$% and a general #on#ern for people" 'e belie)e in enterprise% empo,erment% a##ountabilit$% trust% and team,ork"
PRODUCT CONCEPT 2NAYAB3 means different from others" A ne, produ#t ,ith ne, look% ne, features and full of energ$" 5ualit$ is the essential ingredient% keeping our firm belie)e in this ,e ha)e made 2NAYAB PRE MI!K NAYAB PRE MI!K3" B$ using good and impro)ed te#hnolog$ ,e ,ill make the produ#t that ,ill maintain the nutritional balan#e in a fast pa#ed ,orld" The method of #olle#tion of milk is to onl$ #olle#t milk from the appro)ed suppliers ,ho are maintaining their #attle in a##ordan#e to the pres#ribed standards" The animals ha)e to be health$ and free from meningitis" Before #olle#tions from these farms it ,ill be tested% b$ #ondu#ting 6 different tests% to ensure that it is of the pres#ribed standards" (n#e it passes these tests it ,ill be pla#ed in #hiller #ontainers ,hi#h prote#t milk from air% light and heat" This milk ,ill then be transported to the plant" The #hiller #ontainers are asepti#all$ #leaned before milk is stored in them" OUR MISSION Build branded food business to improve quality of life by offering tasty, affordable and highly nutritional product to our customers while maximizing stakeholders value MARKETING MANAGEMNET 7 Quality Speaks Itself CORE VALUES NAYAB industr$ and its people form a #ombination that has made things happen" Both share a #ommon )ision% and )alue a#t as a basis of their su##ess8 A passion for e9#ellen#e% e9emplified b$ a #ommitment to the highest personal and professional standards" (penness to ideas from an$,here and the self-#onfiden#e to in)ol)e e)er$one" A #ommitment to sol)e problems independentl$ and immediatel$" Adheren#e to :ualit$% insuring #ost #ontrol and speed$ operations- the basis of #ompetiti)e ad)antage" SITUATIONAL ANALYSIS SITUATIONAL ANALYSIS SWOT ANALYSIS STRENGTHS Large Amount of Availability Of Product Another strength is the large amount of a)ailabilit$ of NAYAB PRE MI!K NAYAB PRE MI!K" NAYAB has its produ#t a)ailable in all ma4or areas of Kara#hi% Islamabad% Pesha,ar% and !ahore and in man$ other #ities of Pakistan" MARKETING MANAGEMNET 0 Quality Speaks Itself Unmatched Look and Taste The look and taste of the NAYAB ;RE&< MI!K itself is unmat#hed b$ an$ of its #ompetitors" Moreo)er NAYAB offers a different and fresh taste that ,ill agree ,ith the tastes of all members of the target market"
Variety of Packs Another strength lies in the different pa#ks a)ailable" Low Employee Turnover ate Emplo$ee Turno)er rate is )er$ lo, in NAYAB " Attractive !ompensation Program It pro)ides best #ompensation pa#kage in the industr$" It has a <ealth =are Poli#$% a##ording to ,hi#h it pro)ides medi#al to all its emplo$ees" WEAKNESSES E"port Of Product Ideal #onditions not a)ailable for e9port of the produ#t" Lack of #iversification There is a distin#t la#k of di)ersifi#ation in the #ompan$+s produ#ts" At the moment the main produ#t of NAYAB is NAYAB PRE MI!K% ,here as the #ustomers ,ant )ariet$" $eavy eliance on Loan ;or finan#ing its ph$si#al assets% it relies hea)il$ on loans" OPPORTUNITIES !ustomer s Preferring Economical Packs =ustomers are more attra#ted to,ards e#onomi#al pa#ks being offered b$ NAYAB" Lack of $ygiene All o)er the #ountr$ people a,areness of h$giene milk has in#reased but there is a la#k of good h$giene milk pa#ks in most parts of the #ountr$" !hanging !ustomer Preferences MARKETING MANAGEMNET 1 Quality Speaks Itself =ustomers are mo)ing from traditional GA'A!A+& milk to h$giene milk pa#ks and there fore ,ant more )ariet$" THREATS %ncreased !ompetition NAYAB has to fa#e a ma4or threat from other national and international brand that ,ill #reate problems in the ,a$ of its su##ess" Threat &rom 'ew Entrants The gro,ing food industr$ in Pakistan #an attra#t ne, entrants and this #an saturate the market and affe#t the options a)ailable to the #ustomers" ecession in Economy =urrentl$ the #ountr$ is e9perien#ing an e#onomi# re#ession% ,hi#h #an redu#e the food e9penditure of people% ,hi#h in turn ,ould ha)e an ad)erse effe#t on the sales of food industr$" INDUSTRIAL ANALYSIS The #on#ept of h$pgeine milk pa#ks in Pakistan ,as introdu#ed b$ Nestle in late >?6/+s" <o,e)er the$ ,ere able to de)elop a taste and #reate a substantial market for milk pa#ks until ne, brand ,as introdu#ed" These pioneers of milk in Pakistan ,ere #atering to a )er$ small segment of the market ,ith no fo#used strategies regarding market de)elopment and market penetration" (n this arri)al of NAYAB PRE MI!K% ,ith a reputation for e9#ellen#e ,ill de)eloped a taste for pure milk in the market b$ introdu#ing produ#ts suited to lo#al taste" (ur proa#ti)e approa#h to produ#t de)elopment and marketing led them to be the leaders in the market" 0/@ of the market share is ,ith the international )endors% A/@ is di)ided among lo#al suppliers and Ga,allas" (nl$ ./@ of the population #an afford bu$ing of h$giene milk" At present in terms of sales Nestle stands at number >% <aleeb at number . and Milk Pa#k at number 7" POSITIVE INFLUENCES ON THE INDUSTRY <igh population gro,th MARKETING MANAGEMNET A Quality Speaks Itself =hanging lifest$les =ompetiti)e market Effe#ti)e media #o)erage In#reased rate of urbaniBation NEGATIVE INFLUENCES ON THE INDUSTRY !o, pri#e substitutes a)ailable In#rease in ta9es b$ the go)ernment Ce#reasing disposable in#ome MARKETING PLAN MARKETING PLAN Marketing plan #onsists of three ma4or elements ,hi#h are as follo,s" MARKETING OBJECTIVES OBJECTIVE STATEMENT To (o )eyond !ustomer *atisfaction To !ustomer #elight The most important ob4e#ti)e of PiBBa <ut is to do more than 4ust satisf$ing its #ustomers" NAYAB stri)es to rather delight its #ustomers b$ offering more than ,hat the$ are looking for" To %ncrease Profits And *ales The most important ob4e#ti)e of NAYAB is to in#rease the in#ome from operations b$ >/@ o)er e)er$ $ear+s le)els" This ,ill be done b$ in#reasing the sales for the e)er$ $ear b$ 1@ o)er the #urrent $ear+s sales" To %ncrease The +arket *hare MARKETING MANAGEMNET D Quality Speaks Itself NAYAB ,ill stri)e not onl$ to maintain its market share but also to in#rease it and gain more" The target in#rease in market share for the e)er$ ne9t $ear is set at 1@" MARKET SHARE Pakistan is one of the leading produ#ers of milk it is 1th largest produ#er of milk in the ,orld% ,ith total produ#tion of o)er .D"6 billion litters annuall$" Although Pakistan is surplus in milk produ#tion but due to the la#k of proper planning #olle#tion distribution fa#ilities ,e are not able to meet the demand of the milk of our #ountr$ due to ,hi#h ,e are importing 01/// tones of po,der milk annuall$ to meet the demand of the urban areas at the #ost of abo)e 0// millions dollars" Ci)iding the #ontribution of the four pro)in#es ea#h pro)in#e #ontributes as follo,s* Pun4ab D1@ &indh >0@ N"'";"P >/@ Balo#histan >@ PERCENTAGE OF PARTICULAR OUTCOME Percentage Of People E"penditure !ut !f "#$ %pent !n &ood, ''$ (s )onsumed !n *ilk MARKETING MANAGEMNET 6 Average Mot!"y Co#um$tio Ex$e%iture i & '(& )& '*& +& ,& +& +& -& +)& C"ot!ig .ue" Ret C"eaig Mi#c E%ucatio Tra#$ort Etertaimet .oo% Quality Speaks Itself ),& (,& U/ra% 0ra% MARKET SHARE In Pakistan 6/@ of people #onsume unbranded milk that is milk sold is unpro#essed% ra,% and at the mer#$ of the gawalla, The most important intermediar$ in the milk suppl$ #hain in Pakistan is the gawalla ,ho deli)ers ra,% unpro#essed milk from the farmer% or milk #olle#tion #enter% to the #onsumer" (nl$ ./@ people out of the ,hole poplulation use branded milk% ,ho ha)e sense of h$gine" (ut of >//@ nestle has the biggest share of 7/@ and NAYAB PRE MI!K NAYAB PRE MI!K hopes to o##up$ atleast ./@ in the beginning and than more later on" LAUNCH EXPENDITURE MARKETING MANAGEMNET Rent >1/%/// AmortiBation and depre#iation 01%/1/ In#ome ta9 paid >1%?A1 Interest paid >6%0/A Ra, Milk 61%/// !abor >6%/// Ad)ertising D1%/// Mis#ellaneous .1%/// +!+,- 07.%0.> ? Quality Speaks Itself TARGET MARKET NAYAB market is ./@ of the urban population or?"0? million" The rural population is not being targeted as the$ don+t ha)e the in#ome or taste or sense for pure and h$giene milk" =urrentl$ NAYAB PRE MI!K NAYAB PRE MI!K has 7@ of its target market and hope to >//@ market for NAYAB" (n the ,hole% there is a gro,ing% di)erse market for h$giene milk pa#ks ,ith an estimated annual turn o)er of the foreign fran#hise ,as gro,ing b$ >/@ annuall$" MARKET SEGMENTATION Geographi#al segment Geographi#al segment Pro)in#es E=onsumerF Pun4ab 0/@% &ind ./@% Balo#histan >/@% N';P >/@% (thers >/@" Cemographi# Cemographi# &egmentation &egmentation Age ,ise . $ears and abo)e" ;amil$ siBe (ne to t,o G H !iter and so onI" Gender Male and female" Edu#ation &#hool% =ollege and this mu#h to understand health fa#tors" (##upation An$ se#tor% or an$ #lass" In#ome Rs">/%/// J MARKETING MIX PRODUCT A definition of produ#t must be #omprehensi)e in order to ser)e an operational purpose" A produ#t #an be defined as a bundle of attributes that satisf$ a #ustomer demand" It ma$be ser)ed in the form of a tangible item8 a ser)i#e or an idea" ;or e9ample the attributes of the milk are taste% #onsisten#$ and its :ualit$ as a pure and health$ food" =ustomers do not simpl$ bu$ produ#ts in the ph$si#al sense8 the$ bu$ satisfa#tion% ,hi#h is deri)ed from the produ#t+s attributes% )arious features% and #hara#teristi#s of the produ#t" A #ompan$ #an offer different )ersions of the same produ#t and thus broaden its produ#t line b$ #atering to the needs of heterogeneous segments of the market" Product (ur produ#t is 2NAYAB PRE MI!K 2 &eatures >//@ pure milk &tandardiBed milk Etoned at 7"1@ fatF MARKETING MANAGEMNET >/ Quality Speaks Itself <T MI!K" !ore Product General purpose milk i"e" beside as milk% it #an also be used in tea as ,ell Ean$ age group #an use itF" Packaging &pe#ial pa#kaging in ,hi#h milk remains fresh for three months" In NAYAB pa#king the blue #olor s$mboliBe the purit$" This pa#kaging also has the image of pouring milk from buffaloes in the ba#kground ,hi#h also sho,s the originalit$ and purit$ of milk" Packs NAYAB PRE MI!K is a)ailable in 7 pa#ks i" K liters ii" H liters L iii" > liters *logan That+s ,h$ NAYAB slogan is3-uality *peaks %tself." Labeling NAYAB presents its label #olorful and appealing sho,ing ripe purit$ of milk" PROMOTION Promotion means #ommuni#ation ,ith the #ustomer" The #reation of a,areness% interest% desires and a#tion is the uni)ersal aim of the promotion mi9" Marketing is through se)eral a)enues" Marketing resear#h is done to #he#k the effe#ti)eness of ad)ertising% b$ measuring the in#rease in sales" #%*PLA/ +E#%A Banners, &lyers, .and Bills, and Bill Boards are used for its promotion ,hen talking about displa$ media" NAYAB PRE MI!K has a billboard on the roof top of a building% on &haheed-e-Millat Road in Kara#hi" The billboard is 0/ b$ D/ feet" The rent per month is Rs" 7//%///" P%'T +E#%A Ad)ertisements are pla#ed in /ewspapers a##ording to their #ir#ulation% readership% and impa#t% #ost per ne,spaper and #onsumer market" The Ne,s is used to ad)ertise% e)er$ &unda$ and it #osts Rs"1/%///" Ad)ertisements are also pla#ed regularl$ in the <erald and Ne,sline mainl$% as their #ir#ulation is the largest" SALES PROMOTION MARKETING MANAGEMNET >> Quality Speaks Itself !oncert at %,%, !hundrigar Unit A #on#ert b$ Ali Mafar% ,ill be arranged on >0 th August .//1% that is Independen#e Ca$% at the I"I" =hundrigar unit" Ti#kets #ost Rs" 71/" ;ree trial of milk% free tea made b$ NAYAB PRE MI!K and NAYAB PRE MI!K T- &hirt ,ill be in#luded" PLACE (SUPPLY AND DISTRIBUTION CHAIN) The distribution pro#ess for the marketing programs in)ol)es all those a#ti)ities related to time% pla#e% and o,nership utilities for industrial and ultimate #onsumers" The sele#tion% operation% and moti)ation of effe#ti)e #hannels of distribution are often #ru#ial fa#tors in a firm+s differential ad)antage in the market" The #hannels of distribution a)ailable in the #ountr$ are result of the #ulture and tradition" Cistribution #hannels are link bet,een produ#ers and #ustomers" NAYAB is #on#entrating onl$ in Pun4ab about 6////kmsand keeping the #olle#ted milk #hilled in the most h$gieni# #onditions until it rea#hes the pro#essing fa#tor$ ,hi#h ma$ take 6 to >. hours" The basi# unit of NAYAB PRE MI!K milk #olle#tion s$stem is the Nillage Milk =olle#tion =enter or NM== &mall farmers bring their milk to these #enters t,i#e a da$Oearl$ morning and e)ening% ,hi#h is #olle#ted b$ a trained milk #olle#tion agent ,ho tests and re#ords e)er$ suppl$ for :ualit$ and fat #ontent" ()er three thousand su#h #enters operate throughout Pun4ab" This milk is then transported to the nearest sub-#enters E#hilling #enterF for me#hani#al #hilling ,ithin less than 7P0 hours and then to the main #enters in spe#iall$ designed insulated tru#k ,here it+s #onsolidated and #hilled further" PRICE Pri#ing is #riti#al and #omple9 )ariable in marketing strategies" The pri#ing de#ision ultimatel$ affe#ts an organiBation+s abilit$ to sta$ in the market" At the same time% the un#ertainties of entirel$ unpredi#table for#es% su#h as #osts% #ompetition% and demand% threaten ,ith numerous pitfalls for international pri#ing" NAYAB PRE MI!K is a)ailable in three different pa#king a##ording to the siBe" -uantity Pricing K >> H .> > 71 The o)erall e#onomi# fa#tors of the #ountr$ ha)e dire#t effe#t on the #ompan$ and its pri#ing strategies" The fa#tor of inflation results in and in#reased #ost of produ#tion ,hile ultimatel$ affe#ts the pri#ing strategies% o,ing to inflation% the pur#hasing po,er of #onsumers diminishes bu$ing po,er" MARKETING MANAGEMNET >. Quality Speaks Itself Pri#e is another element in the marketing mi9" 'hen establishing pri#es% NAYAB PRE MI!K has #onsidered the pur#hasing po,er of the a)erage Pakistani #onsumer" IMPLEMENTATION AND IMPLEMENTATION AND CONTROL O. MARKETING CONTROL O. MARKETING PLAN PLAN IMPLEMENTATION OF PLAN RESEARCH RESULT MARKETING MANAGEMNET >7