INTRODUCTION

JOJO ORGANIC NESTLE CERELAC

MISSION STATEMENT
Jojo Organic provides "better for baby"products with the freshest, purest ingredients, so parents can nurture their baby's health with the utmost confidence.

VISION STATEMENT

Jojo organics was borne of our desire to create the purest baby and toddler foods possible because that what every child deserves!

WHY JOJO ORGANIC ?

Organic ingredients grown without harmful pesticides No Genetically Engineered Ingredients (GEIs) Most items made only from whole grains No added salt, modified starches or refined sugars No artificial flavors, colors or preservatives

JOJOS SUPPLIERS (USDA certified)

Industry analysis

COMPETITOR ANALYSIS
Imported

 TOTAL MARKET CONSUMPTION 10,000 TONS TOTAL IN GRAMS 10,000,000,000/ Yr TOTAL VALUE IN RUPEES Rs. 5,925,000,000 SHARE OF CERELAC Rs.5,510,250,000 SHARE OF BABY BALANCE Rs.237,000,000 SHARE OF OTHERS Rs.177,750,000

Our expected market share is 12%

CERELAC
USP: CERELAC now includes Bifidus BL, a probiotic that fights against the harmful bacteria in childs tummy and provides him with complete internal protection. TAGLINE: Berooni tahaffuz den aap, androoni tahaffuz de cerelac

JOJO ORGANIC
USP: An infant food which is completely organic in nature.

TAGLINE: healthy babies, happy babies

Marketing Strategies
How do we perform in comparison to our competitors? How are we different? Why are we different? How do we change? What do we change? Why would consumer buy our product At what price will they consume our product Where would the product will be available

SEGMENTATION
TFR 5.6 children per woman

Child bearing women 58% Punjab 24% Sindh 14% Khyberpakhtounkhwa 5% Balochistan

2010 2007

2009 2006

2008

SEGMENTATION
BABIES DONT CARRY CREDIT CARDS
DEMOGRAPHICS
Age Gender Family lifecycle Education Income

PSYCOGRAPHICS
Social class

BEHAVIOURAL
Occasions Benefits Readiness stage

GEOGRAPHIC
Density

MARKETING MIX

PRODUCT
JOJO ORGANIC FLAVORS AT STAGE 1 (6 months +) Carrots sweet potatoes bananas pears garden vegetables apples and peas. NESTLE CERELAC FLAVORS AT STAGE 1(6months+) Rice Wheat

PRODUCT
JOJO ORGANIC FLAVORS AT STAGE 2 (8 months +) green beans & rice peach & apple pears & mangoes apples & apricots apples & bananas apples & blueberries peas & rice CERELAC FLAVORS AT STAGE 2(8 months+) Banana Honey 3 fruit

PRODUCT
JOJO ORGANIC CERELAC FLAVORS AT STAGE 3 (1 yr+) FLAVORS AT STAGE 3 (1yr +) Wheat ,green beans & rice Apple Wheat, peach & apple Strawberry Rice, pears & mangoes Pears Rice, apples & apricots Apples, bananas& strawberries peas, sweet potatoes & rice vegetable medley

PRICE
JOJO ORGANIC
SACHET 25g All flavors at Rs.10 175 g Stage 1 at Rs. 95 Stage 2 at Rs 105 350 g All flavors at Rs. 165 Stage 2 at Rs 185 Economy jar 500 g All flavors at Rs. 250

NESTLE CERELAC
SACHET 25g All flavors at Rs.12 175 g Wheat and rice at Rs. 100 Banana, 3 fruit and honey at Rs. 118 350 g Wheat at Rs 180 3 fruit at Rs. 220

PACKAGING
JOJO ORGANIC AIR TIGHT packaging with a ZIPPER on aluminum pouch. AIR TIGHT Economy Jar. Sachet Plastic spoon within a packet NESTLE CERELAC Box with aluminum pouch inside. Sachet Attractive Packaging

LOGO

PLACEMENT
Distribution is all over Pakistan Shelf placing should be at eye level and should be placed with competitors.

PROMOTION
ATL ACTIVITIES We would go with the heavy advertizing budget as our competitor specially CERELAC is very strong. Our prime time for advertizing would be during soap opera shows. Sponsor the shows which are directly related to the mothers. Magazines, newspapers will be used.

BTL ACTIVITIES

bill boards on central locations. Panaflexes and posters will be placed in medical stores, supermarkets, etc.
Sales teams will visit the doctors and child specialists to aware them about the products organic nature. We will place our sales persons at the points of purchase. We will set our product displays in special shaped racks, so that it can immediately acquire the attention of our customer

PUBLIC RELATIONS
At first, we will organize awareness programs for mothers about the organic nature of the product through pediatricians. media coverage of the awareness program along with the count of mothers which would be on- aired later.

STRATEGIES FOR 3 YEARS

MARKETING PENETRATION PUSH STRATEGIES DIVERSIFICATION

STRENGTHS
NESTLE CERELAC
Brand Name Market leader not a follower Efficient supply chain management system Strong shelf placements Strong sales and distribution network

JOJO ORGANIC 100% organic food Offering a lot of variants as compared to competitors. We are charging the lowest but respectable prices in the market.

WEAKNESSES
NESTLE CERELAC They have been increasing prices. JOJO ORGANIC Huge initial cost Weak supply chain We have to work hard to create awareness about the organic natured product in the presence of strong competitors in baby food industry.

OPPORTUNITIES
NESTLE CERELAC Growing market People are now brand conscious dont take risk regarding baby food JOJO ORGANIC Growing market Almost no competition in organic baby food product.

THREATS
NESTLE CERELAC New entrants. Lower pricing by competitors. Instability in the country. JOJO ORGANIC Our competitor is the market leader Instability in the country.

POSITIONING
To be perceived as a mother

BRANDING

Brand Association

Brand Identity
Brand Ambassador

SALES FORECAST AND PLANNINGS

REVENUES(12%) 711,000,000 Expected sales tons

1200

Our Offering As A Whole Which Will Help Us An Edge in The Market

USP More variants than the competitor Trade discounts to retailers Creating awareness programs