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PRESENTED BY : RASHID ALI WAHEED MURAD TANWEER SUDHAN & ZAHID NADEEM
PRESENTED TO : MAM NOOR-UL AIN
Company Introduction
Murree Brewery:
o Murree Brewery was established in 1860 in response to the ever increasing demand for beer by the personnel of the British Raj, and is currently the oldest continuing enterprise in Pakistan.
o Tops Food and Beverages a division of the Company was established in 1969. It processes fruits and markets fruit juices and allied food products. Two manufacturing units are located in Rawalpindi and Hattar (KPK) respectively
The Murree Brewery is one of the oldest public companies of the sub-continent.
Its shares were traded on the Calcutta Stock Exchange as early as 1902, and is now the oldest continuing industrial enterprise of Pakistan.
Products FRUITY MALTS and soft drinks
Our company is already offering soft drink. Now we are going to offer a water bottle “Hankers Filter water bottle” which will filter drinking water for it consumers. The goal of our company is to provide an environmental friendly water bottle.
New “Hanker Filter Water Bottle”
Tuesday, April 18, 20236
Clean water, Clean
environment Healthy life !
Proceed by Rashid Ali
An increase in the demand for pure healthy water,
The convenience of water bottles,
An increased awareness about health
Need for eco-friendly solutions to eliminate bottled water waste in our landfills.
Situation Analysis
Focus The company focus:
To provide the customers an unparalleled service experience.
To provide the customers the largest range of natural products and services.
To provide high quality product in minimum range.
COMPANY ANALYSIS
*Work Culture
*The work culture at Murree Brewery features lots of freedom and immense responsibility
*Employees are given an opportunity not only to express their Creativity but also experience Freedom at work
Customer Analysis
Number of CustomersMurree brewery has a wide range of consumers in rural and urban areas of Pakistan. Although it is introduced as an economical Hanker Filter water bottle it is expected to be more used by rural and urban consumers
Target Audience It targeted the rural and urban areas. Lower middle class- Population with monthly income
of 15000-30000. Consumers looking for economical and good quality
products. Targeting students
COMPETITORS ANALYSIS
MAJOR COMPETETIORS
Proceed by TanweerProceed by Tanweer
PEST ANALYSIS
SWOT ANALYSIS
Strengths Simple and easy to use Cost saving Need base product Affordable price Provide filter option at any time and low cost yet no
competitor provide same facility
o WeaknessFilter must be replaced with in period of 3 months.Filter can be blocked soon if not clean properly.
OpportunitiesGrowing demand
Bottles with filters are more economical
Monopoly for capturing market share
Filtering water is a big business it ensures better drinking water for families
Revenue can earn through Filter replacement.
Threats•Arrival of new competitors in market
• Lack of knowledge about the product
Market segmentation Geographic Segmentation Demographic Segmentation Behavioral segmentation:
Benefits soughtUser statusUser readiness
Alternative marketing strategies
Market development strategy
Market modification
Rapid penetration
Promotion mix strategies:
Push strategy
Pull strategy
Proceed By Waheed Murad
Marketing mixProduct: Hanker water bottle”. The meaning of the name is
Thirst or Desire.
Quality: Hanker are made well with the Replaceable activated carbon filter
BPA free
Simplicity: Hanker’s key messages for using their product are
Pure water
Ease of use
Quality
Saving the environment.
PRICE The cost of the bottle is Rs999
(1000ml) for the adult model and Rs799 (650ml)for the child. The cost is low enough for most consumers to be able to purchase it. • Rapid penetration
PLACE : Targeted big cities , warm areas and less develop areas
PROMOTION: Discounts packagesAfter sales service
Distribution channel
Whole seller
Retailer
Customers
Expected budget 6 million millionmarkiting exp 2.5 millionAdmin exp 1 millionsales 4500 units (1000ml) 1250 units (750 ml)revenue 5 million 1 millioncost 500*4500 = 2.25 million 250*1250 = .3millionBreak even points Figer
BUDGET
CONCLUSION
Hanker’s filtered water bottle, is a beneficial and cost
effective product. It allows consumers to control the purity
of their drinking water and at the same time be socially
responsible. Hanker will need to build customer
relationships using the traditional methods currently being
used. Showing customers the value of the product and
guiding their choice when they normally would purchase
bottled water will reflect positively on the product itself,
making the cost effectiveness apparent
THANK YOU !