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8/4/2019 b Active Lassi
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LOGO
Click to edit Master subtitle styleb-Active Lassi
b-active Lassi Pvt. Ltd
Sahiwal Pakistan
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Sahiwal Pakistan
Marketing Management
Submited to:§
Sir Mohsin BandayGroup Members:
§ Mohammad Bilal Asghar § Umair Niaz§ Anis- ur - Rehman§ Mohammad Qasim
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§Introduction:§MissionStatement§Vision Statement§
Objectives AndGoals:§Current MarketSituation:§Market ResearchAbout Lassi
Contents
§Designing TheBusiness Portfolio:§SWOT Analysis:§Product Life
Cycle§StrategyFormation§ImplementationPlan
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Introduction of Company
q b- Active beverages(Pvt.) Ltd is a private
beverages company
q Founded in 2011andheadquartered inSahiwal, Pakistan.
q b-Active's products areTraditional mild saltedlassi and Sweet lassi.
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Vision and Mission
Vision
“Our Vision is to provide best healthy drink prepared from pure milk to our customers. We aim to produce Lassi full of energy and finest quality.”
Mission“Our mission is to be the Pakistan’s premier consumer product company
focused on Quality beverages. We aim to produce, sell and distribute the finestquality Lassi (yogurt-based drink.) with a continued commitment to incorporating
natural ingredients and promoting business practices that respect theEnvironment.
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GOALS AND OBJECTIVES
§ To refresh the NATION...
§ To inspire moments of optimism and happiness..
§ We will not compromise on the quality
§ We will ensure accessibility
§ Achieve marketing excellence in working to sell our product.
§ To offer healthy energy resources for all types of customers.
Overall Objective:
Our general objective is to ensure health safety of our customers byproviding them quality beverages in hygienic packaging.
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Current Market Situation:
§ Not a single national or multinational company in Pakistan provides Lassias drink in packaging.
§ Hotels and Dhabas on order basis.§ b-Active Lassi is only the company providing Lassi as drink in Packaging
§ Hot summer.
§ Ramdan
§ Many flavors can be offered in Lassi such as :§ Meethi (sweet) Lassi,§ Namkeen(salted) Lassi,
§ Mango Lassi
§ Banana Lassi
§ B-Active Lassi Provide Lassi in two flavors§ Meethi Lassi(sweet)
§ Namkeen Lassi (salted) 77
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Market Research About LassiGilani Research Foundation survey carried out by Gallup Pakistan.
q “Do you or other people in your household drink ‘Lassi’?”
§ 79% Pakistani drink Lassi§ 21% Pakistan do not drink Lassi.
q Do you or anyone else in your household drink Lassi which is preparedat home or buy it from market?
§ 91% of the respondents drink home made Lassi
§
8% buy it from the market§ 1% gave no response
q “Do you want unpacked or packed Lassi?”
§ 64% want packed Lassi
§ 22% want unpacked Lassi.
§
14% gave no response. 88
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Designing The Business Portfolio
Current Business Portfolio:
Two flavors i.e.§ Namkeen(salted) Lassi.
§ Meethi Lassi (sweet)
Future Business Portfolio:§ Banaa Lassi (Combination of Lassi
with banana pulp)
§ Mango Lassi (Combination of Lassiwith mango pulp)
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SWOT ANALYSIS
Strengths:
§ b-Active Lassi is the only company in Pakistan launching Lassi as drink in packaging
§ launching Lassi in summer so less chance of failure
§ b-Active Lassi is made of pure Milk with no compromise on quality.
§ Price is more affordable than other beverages.
§ b-Active Lassi is perceived as a healthy drink.§ Contains vitamins A, D and K essential for bone health.
§ BB-12 friendly bacteria have higher survival rate in stomach, better digestion and absorption of nutrient
§ Potassium and magnesium which are good for health and energy production.
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SWOT ANALYSIS
Weaknesses:§ Efficient distribution network is not readily available.
§ Difficulties in entering new product category.
§
b-Active Lassi has limited variety of flavors.§ b-Active Lassi has not a specific target market.
Opportunities:§ Huge untapped market in this product category.
§ New product introduction for society.
§ Increasing health awarenessamong customers.
§ No competition in our productline in such category.
Threats:§ New product in the market.
§
Beverages of other companieshave a very strong hold inmarket.
§ Other beverages have almostsame price as ours.
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Product life cycle
b-ActiveLassi
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Product“Lassi”
(Pure Yogurt
Drink)
Marketing Mix
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Product
q Flavors\Variety:§ Meethi (sweet) Lassi
§ Namkeen (salted) Lassi.
q Quality:§ Prepared with the pure hygienic milk § Pure germ-free area to ensure the high quality
q Features:§ BB-12 friendly bacteria
§ higher survival rate in stomach,
§ better digestion and absorption of nutrient
q Brand Name:
“b-Active Lassi”
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PRODUCT
q Tag Line:
q Ingredients:§ Pure Milk.
§ Hygienically processedYogurt.
§ Salt.
§
Sugar.q Size:
§ 250ml pack,
§ 500ml bottle.
§ 1000ml pack,
“Lassi Jaisi Koi Nahi”
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Price
Marketing Mix
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PRICE
Consumer Demande§ Driven by tastes and income;
§ Availability of others similar products;
§ “The higher the price, the higher the value.”
§ Customer unwilling to pay premium price
The product lifecycle§ “The newer the product the higher the price”
§ “High profit margin”
§ “Recover development costs quickly”
§ “Gives a certain status to the product”
Potential substitutes
§ Competitors attracted by high profit margin;
§ Unique for now;
§ Easy to copy
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PRICE
Category F. cost V.cost Transp.
cost
Mkt.
Exp.
Trade
margin
Company
profit
Retail price GST
(Rs.)
Consumer
price
250ml 1.50 7.50 0.25 2.41 1.75 5.50 Rs.18.91 1.09 Rs.20
500ml 2 15.67 .50 3 2.15 7.5 Rs.30.82 4.18 Rs.35
1000ml 4 29.2 1.90 5.37 5.75 13.4 Rs.59.62 10.38 Rs.70
These prices are based on assumption
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P
l a c e
Marketing Mix
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PLACE
Channel of Distribution:
Traditional Distribution Channel:
Company Distributor Wholesaler Retailer Consumer
Coverage of Market:§ b-Active Lassi is new in the market
§ No competitors.
§ Place product in the big cities
§ Don’t have any specific target market
§ Focus every sect of our society
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PLACE
Location:
§ Supermarkets
§ Convenience stores
§ Independent food stores§ Discount stores
§ Multiple grocers
Inventory:
•
Warehouses in each bigcity
Transportation:
§ Contract with a reliabletransportation company.
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Marketing Mix
P r o m o t i o n
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Promotion
Two main objectives of promotion.
§ To initiate strong awareness about b-active lassi
§
To win market shares
Advertising The message:
b-active Lassi is a healthy drink for everyone who simply enjoytaking care of their body and life. It is a drink for the out-of-the-ordinary individuals who want to cool and nourish their body in
hot summer.
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Enjoy The
Traditional Drink InNew Style
Be Bold, BeTraditional, Be
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Promotion
Target Market:
Focusing everysect of society
Solution:Use a greatvariety of
targetedpromotionaltools.
Media selection:
Television
RadioInternet Outdoors
Public relations
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Media Tools
Television: § communicates with sight,
sound and motion,
§ only media that can reach60% of the homes inPakistan,
§ we have the budget tocover the high costs,
§ select channels for teenagers and youngadults
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Media Tools
Radio§ already segmented medium,§ over 40 radio stations in
Pakistan,
§ average student is a
surprisingly heavy radiolistener CityFM 89
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Media Tools
Internet:§ Official promotional website:
www.bactivebeverage.com
§ visual audio and videomessage,
§ Banners on selected websitessuch as face book, yahoo,cricinfo. etc
Outdoors:§ low cost and flexible
alternative, campuses, bus,
tourist areas, malls, etc.
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Media Tools
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Newspaper advertisements
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Trade Promotional Tools
Allowances and discounts:§ Case allowance, encourage retailers to buy more of the product to
get a certain amount for free
Cooperative advertising:§ Encourage retailers to buy our product and to maintain high level
of advertisementAdvertising:
§ Pulse scheduling, emphasized before and during summer
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Implementation Plan
Pre-launch preparation:§ Focus on organising resources to implement the b-Active Lassi
§ Go / No-Go stage: should we continue product implementation ?
Launch:§ May1st b-Active Lassi is freshly on the shelves .
§ Advertising campaign through promotion schedule.
Post-launch (monitor and control):§ Assess feedback from sales revenue, and customers.
§ Maintain positive dynamic by training managers & staff, and by upgrading theweb site.
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LOGO
Click to edit Master subtitle styleThankYou !