ROOH AFZA INSTANT STEP 1:- IDEA GENEERATIONPart 1: Searching For Ideas: We started to look for new ideas we collaborate the industries where we can excel y Technology y Food y Beverages Part 2: Interacting With Others: As we were encouraged for developing a new product, after generating the idea we interact with others from internal and external resource with the following ideas related to the selected industries Technology: y Touch screen dice y Solar energy pen y Chair holding a palm screen Food: y Instant rooh afza y Notorious chocolate y Flavored water Page 1 ROOH AFZA INSTANT Step 2:- IDEA SCREENING Part 1: Go Error: After generating ideas we looked upon the following errors related to ideas Instant rooh afza: It is a good opportunity for us because it has popularity and market goodwill, if we launch instant rooh afza which is ready to drink. It will be highly acceptable and if we let go this opportunity it will be go error for us. Notorious chocolate: As concerned to chocolate it is a calories rich food with a high sugar and fats containing addicted properties like caffeine which cause endorphin releases in brain an migraine headache. The idea of chocolate which we have generated would be different from a ordinary chocolate. Our chocolate will come under notorious chocolate category. Part 2: Drop Error: Ideas which we drop due to following reason: They are very advanced Not suitable for our society Due to high cost Un advancement in technology Lack of awarnace among people Page 2 ROOH AFZA INSTANT STEP 3:- CONCEPTS DEVELOPING AND TESTING Concepts for rooh afza are following: Concept 1: An instant drink for all age, who want to have quick drink in Ramadan Concept 2: A tasty sweet refreshing drink for children and adults as a power of refreshment Concept 3: A healthy supplement for children who neglect milk, it can add flavor into milk STEP 4:- MARKET RESEARCH: Before launching a new product in market it is very important to know weather people need the product or not. Further more the company needs to estimate thet weather people will welcome the product or not. Similar in the case with us. We also have tried to find out whether our product would be apprecited by peple or not. The marketing research process comprised of four steps: 1. 2. 3. 4. Defining the problem and research objectives Developing the research pla Implementing research plan Interpreting and reporting the findings Part 1: Defining The Problem And Research Objectives: Defining the problem and research objectives is the hardest step in the research process. The manager may know that something is wrong, without knowing the specific causes.as we were to introduce an innovation in rooh afza. So primary obejectives behind the market research was to describe things such as market potential and attitudes of customer towards the rooh afza ready to drink packs. Page 3 ROOH AFZA INSTANT Part 2: Developing The Research Plan: Second step of marketing research calls fro determining the information needed, developing a plan for gathering its efficiently, and presenting the plan for gethring its efficiently and presenting the plan to marketing management. The plan outlines sources of existing data and spells out the specific approches, contact methods, sampling plans, instrument that researchers will use to gahter new data. Part 3: Implementing The Research Plan: Practical aspects of research starts here we distributed questionnaires among people. Part 4: Interpreting And Reporting The Findings: The finding of research are following Sample size: 50 Section A segentation and market analysis Q1: about age group Age groups 5-----10 11----20 21----40 41-----50 51-----60 Q2: about the incomes response 0% 14% 60% 14% 12% Income 2000-----5000 5000----10000 10000---20000 20000----30000 30000---40000 40000---50000 50000+ Did not mentioned response 18% 16% 18% 16% 12% 0% 16% 4% Page 4 ROOH AFZA INSTANT Q3: about the family size Family size Below 5 5----10 10---15 Above 15 Response 30% 62% 4% 4% Q4: about the brands of ready drinks mostly consumed Drinks Frost Nestle Shezan Country Tang Pepsi and coke Other gas bottles Other juices Q5: factors affecting the choice of drink Factors Quality Advertising Brand image Family preference Price Tatste packaging Q6: which drink quinch thirst: Response 14% 20% 4% 2% 24% 20% 8% 4% result 58% 12% 20% 12% 20% 66% 2% Option Fruit juices Rooh afza Jam-e-sherien others Response 37% 39% 15% 9% Page 5 ROOH AFZA INSTANT Section B Q1: awareness of people about rooh afza Option Rooh afza Q2:people drink rooh afza results 100% Option Yes no Q3: how did people find it respose 82% 18% Option Good Better Best Just ok Q4: what extend of people are satisfied with rooh afza result 41% 18% 14% 27% Option Very much satisfied Just satisfied Not much satisfied dissatisfied Q5: alternation people want with rooh afza Results 28% 58% 6% 4% Option Packaging change Flavor change Color change No change Results 62% 16% 14% 8% Page 6 ROOH AFZA INSTANT Q6: response of people about rooh afza that whether its good for health or not Option Yes no No comments Section C Q1: the basic thing that people like about rooh afza response 54% 16% 30% Option Taste Color Contents After effects Everything nothing result 56% 14% 10% 16% 4% 0% Q2: whether people would buy ready to drink rooh afza or not Option Buy it Don¶t buy it result 78% 22% Q3: what price people suggest for 250ml ready to drink rooh afza Option 20rs 25% 18% Results 64% 16% 20% Q4: what packaging do people want for ready to drink rooh afza? Option Tetra pack Glass bottle Plastic bottle Results 50% 20% 30% Page 7 ROOH AFZA INSTANT So our main finding was that people do want to buy this type of product development and this was clear form the response of people the regarding question that whether people would buy this new product. Option Favorable Unfavorable Results 74% 26% So the analysis suggest that company should go for ready to drink rooh afza STEP:-5 MARKETING STRATEGY DEVELOPMENTS Part 1: Market Segmentation: The marketing plan recognizes the various segments of the market for rooh afza ready to drink packs, instead of marketing a product in one way to everyone. The segmentation is based on various criteria such as those listed below. 1. Demographics: This is to study of the distribution density and vital statistics of a population and includes such characteristics as y y y y y y y Sex= no gender discrimination, its for all Age= al those who can drink it Education= both educated and uneducated Marital status= for the people of marital status Size of family unit= for all families Total income of family uinti= for all those who can afford it Religion= for the people of all religion in targeted geographical areas Part 2: Target Market: The target market for instant rooh afza drink is families with children who are respective to new, convenient, notorious and inexpensive form of refreshment. The company¶s brand will be positioned at with low price, high quality and sustain with its remarkable identity ³mashrub-e-masrik´ (the drink of east). Page 8 ROOH AFZA INSTANT Part3: Competition The nearest direct competitors of rooh afza ready to drink packs will be the following ones y y y y y y y Forst Nestle Tops Shezan Tang Pepsi and coke Oter gas drinks The nearest indirect competitors of rooh afza ready to drink packs will be following ones y y y Jam-e-sherin Taskeen-e-rooh Other fruit squashes Part 4: The Market When we will talk about ready to drink juices, the market is highly saturated with above ten competitors. The estimated market shares on the basis of market research are shown below Drinks Tops Frost Nestle Shezan Country Tang Pepsi and coke Other gas bottles Other juices response 4% 14% 20% 4% 2% 24% 20% 8% 4% Page 9 ROOH AFZA INSTANT STEP 6:- PRODUCT The product is ready to drink rooh afza by hamdard laboratories (WAQF) Pakistan. It is a consumer drink a refreshing and delious drink good for sunstroke, quenching the thirst, palpitation, nausea and other summer complains. An ideal ³PICK ME UP´ summer drink. Part 1: Product Mix Strategy Introducing ready to drink rooh afza is a BRAND EXTENTION strategy. it will be introducing in 250ml packs and if you ask for growth strategy it is product development Part 2: Ingredients The contents of rooh afza are as follows 1. 2. 3. 4. 5. 6. 7. 8. Refined sugar Distilled aqua extracts of fruits Herbs Keora Citrus flower Rose Red food color Preservatives Part 3: Product Level 1. Core product: a drink that quenches the thirst 2. Actual product: ready to drink rooh afza sharbat Part4: product attributes: A refreshing and delicious drink good for sunstroke, quenching the thirst, palpitation, nausea and other summer complains. Because of it¶s being in convenient tetra packs customers now can have rooh afza whenever they want and wherever they want. Part 5: Product Branding Rooh afza is a registered trademark of hamdard laborites (WAQF) Pakistan. Brand extension strategy has been practiced by chasing the existing brand name ³rooh afza´ for ready to drink sharbat also. Part 6: Product Packaging: Page 10 ROOH AFZA INSTANT As people are becoming more and more health conscious day by day. So ready to drink rooh afza will be packed in 250ml tetra packs. Although tetra pack will be costly for the firm but customer satisfaction and quality product transfer is a duty of hamdard laborites (WAQF) Pakistan. Part 7: Product Designing: As we are introducing rooh afza instant in 3 flavors 1. Rooh afza milk 2. Rooh afza lemonade 3. Rooh afza lassi Part 8: Product Labeling The labeling of ready to drink rooh afza will be highlighting the positioning i.e A u want when u want!! More over label has been show below Page 11 ROOH AFZA INSTANT ROOH AFZA MILK Rooh Afza Milk Ingredients Original formula of rooh afza, milk, cardamom, dry fruits, permitted food color 250 ml As u want when u want !! Taste best when chilled Rp= 17.25 +3.72(st) = 20 Page 12 ROOH AFZA INSTANT ROOH AFZA LEMONADE Rooh Afaza lemonade Ingredients Original formula of rooh afza,lemon extracts, mint,malic aci,permitted food color 250 ml As u want when u want!! Taste best when chilled Page 13 Rp= 17.25 +3.72(st) = 20 ROOH AFZA INSTANT ROOH AFZA LASSI: Rooh Afza lassi Ingredients Original formula of rooh afza, milk,, yogurt, malic aci ,permitted food color 250 ml As u want when u want!! Taste best when chilled Page 14 Rp= 17.25 +3.72(st) = 20 ROOH AFZA INSTANT STEP 7: PRICING Part 1: Factors Considered: The price of ready to drink rooh afza has been decided while taking into consideration of following factors. 1. Marketing objectives i.e market share leadership through price penetration(lower prices for getting maximum market share) 2. Marketing mix strategies 3. Costs 4. Other organizational consideration 5. The market and demand 6. Consumer perception of price and value 7. Competitor¶s prices 8. Other external environmental factors Part 2: Pricing Approach While pricing value based pricing approach was considered. In the questionnaires we have already asked the customers to give the suggestions about the price for ready to drink rooh afza 250ml packs. And people have coded their suggested prices. Part 3: Decided Price After considering costs of ready to drink rooh afza packs, competitor prices, marketing objectives, consumer perception of price and value and other factors the price that was finally decided for ready to drink rooh afza is rs. 20/-. The price of ready to drink rooh afza and the prices of competitors are shown below for the clear analysis. Page 15 ROOH AFZA INSTANT STEP 8: PLACING For ready to drink rooh afza company will go for vertical marketing system. Part 1: The Channel Level The distribution channel will comprise following levels 1. 2. 3. 4. 5. 6. Markets/customer Local sellers Whole sellers Stockade dealers Zonal offices Company Part 2: Distribution Strategy: For distribution the company will go for pull strategy. The demand will be created in the market through effective advertising and promotion, customer will ask local sellers for product, local seller will demand the product from whole sellers, whole seller will demand the product from the stockade dealers, dealers will demand the product from the zonal offices and zonal offices from the company, finally. Part 3: The Channel Diagram Market >>>> seller >>>> whole sellers >>>> stockade >>>> dealers >>>> zonal offices >>>> company. Page 16 ROOH AFZA INSTANT STEP 9: PROMOTION Before discussing the promotion mix for ready to drink rooh afza, lets have eye an eye at y y y y Big idea Communication objectives The promotional appeal The communication media Part 1: Big Idea The big idea for rooh afza ready to drink is As u want When u want Part 2: Communication Objectives: The communication objectives are following 1. Increase customer awareness of the product 2. Increasing cutomer knowledge about the product 3. Increase customer liking for the product Part 3: Promotional Appeal For ready to drink rooh afza company will go for rational appeal by highlighting two important benefits, which are: 1. It quenches the thirst 2. You can have it whenever you want because it¶s ready to drink Part 4: Communication Media And Sources 1. Advertising: y radio (FM 100 &101) y television (ads between dramas by sponsoring for dramas) y newspaper(jung, nwmw-e-waqt, dawn, news) y magazines (akhbar-e-jahan) Page 17 ROOH AFZA INSTANT STEP 10: BUDGETS READY TO DRINK ROOH AFZA The company tends to win 35% of market share. Product: quality, convince, low price Price: 20 par juice packet Place: at every retail shop where roohafza liquid is available Promotion: the promotion would be done through advertising, bill boards, radio and print media. Sales Cost of good sold Gross margin Development cost Marketing cost Allocated overhead Gross contribution Supplementary contribution Net contribution Discount contribution Cumulative discounted cash flow Year 1 0 0 0 (-120) 0 0 (-100) 0 (-100) (-100) (-100) Year 2 250 135 120 0 312 50 (-45) 0 -50 -42 -85 Year 3 400 170 230 0 420 62 130 0 60 83 -30 Year 4 820 200 620 0 500 90 170 0 140 93 23 Page 18 ROOH AFZA INSTANT STEP 11: CONTROLS: The controls that will be used, to monitorprogress and allow higher mangemnet to to review implementation results, are as follows 1. check the net income at different stages 2. comparision of fluctions between actual and estimated costs and taking necessary actions to avoid variance. 3. Getting customer opinion through market research in order to check the effectiveness of marketing strategies and altering strategies in case of negative response. 4. Evaluating the role of each department in achieving the objectives of strategic unit of rooh afza. 5. Holding the department managers, responsilble for taking corrective actions in oorder to ensure, the achievement of marketing objectives. Page 19