Sana Khalid 127Kiran Zahra 1550Sobia Akhlaq 1548Nasiba Waris 139Salma Bashir 126Saba Khursheed 1541Sameera Dar 1542
SANA KHALID-Market research
ROLL NO. 127
Market research is the process of systematically gathering, recording and analyzing data and
information about customers, competitors and the market .
Market Research - The Process
Step One: Define Marketing Problems and Opportunities
Launching a new product or service Low utilization of company's products or services. A poor company image and reputation Low awareness of company and its products or services
Step Two: Set Objectives, Budget, and Timetables
Explore the nature of a problem Test possible cause and effect relationships How much money are we willing to invest in our market research? Detailed, realistic time frame
Step Three: Select Research Types, Methods, and Techniques
Step Four: Design Research Instruments Questionnaire
Open-end questions Close-end questions
Step Five: Collect Data
Clear reliable results under direction ofexperienced researchers
Step Seven: Present and Use Market Research Findings
An organized manner to the decision makers of the business. Weigh the cost of gathering more information against its potential usefulness
Step Six: Organize and Analyze the Data
Once our data has been collected, it needs to be cleaned. Cleaning research data involves editing, coding, and tabulating results .
Planning for Marketing Research
Step 1: Determine the Research Purpose
Explanation Prediction Monitoring Discovery Hypothesis Testing
Step 2: Identify What is to be Learned
critical step in the research process provides guidance on what must be accomplished
Step 3: Research Design – Methods
Descriptive Research Exploratory Research Causal Research
Step 4: Research Design - Data Collection
Acquire pre-existing research Undertake new research themselves Out-source the task of new research to a third-party, such as a market research company
Step 5: Evaluate Data
Incomplete Responses Questionable Entry Data Entry Error
Step 6: Analyze Data
Descriptive Data AnalysisInferential Data Analysis
Step 7: Communicate Results
Report the findings An oral presentation
Market Trends
Customer analysis Choice Modeling Competitor analysis Risk analysis
Name of Brands0.5 liter
1.5 liter6
liter
Nestle, pure life 15 24 60
Atlantis 15 23 57
Aqua Fina, purity guaranteed 15 24 60
Nile, its nature 13 22 55
KIRAN ZAHRA
ROLL NO:1550
Target market are a set of buyers sharing common needs or characteristics that the company decides to serve.
Target marketing involves breaking a market into segments and then concentrating your marketing efforts on one or a few key segments
TARKET MARKET
Three of the most common types are
Geographic segmentation
Demographic segmentation
Psychographic segmentation
TYPES OF TARGET MARKETING
MARKET SEGMENTATION OF CUSTOMER RETENTION
Market segmentation is when you divide your potential market into separate categories or segments according to their individual needs.
Determining your target market
Primarily we are focusing our drive/lunch of marketing NILE (It’s Nature) in Punjab due to the fact that the people in this province are more vulnerable to such sort of inventions/ introductions in terms of
Taste Habits Standards of living
MARKETING
Geographic Segmentation (Punjab)
MAIN CITIES OF PUNJAB
MARKETING IN LAHORE
As its is evident that we are focusing in the province of Punjab at the moment. Again in this province we are mainly concentrating on big cities but more specifically the city of Lahore firstly to begin with. In this way in view of the total population of Lahore which is approximately 8 millions.
LAHORE IS DIVIDED INTO FUTHER POSH AREAS
Lahore is divided in to further posh areas with regard to market segment. These are as follows
Model Town Garden Town Faisal Town Gulberg ‘ Defence Cantt Iqbal town and Johar town
0
50000
100000
150000
200000
250000
300000
350000
Column 1
Graph Showing Statistics
POSH AREAS ESTAMTED
As we have estimated the total population of posh areas as above at 8Lac, It may be safely concluded that in view of high, middle, and average income groups of people resident in these location are to be approved and make them realize the purity of Nile (It’s Nature).Thus in this way we have to target the marketing of Nile between 15 to 20% of the residents of these areas’ of all groups to use this pure drinking water. This will further provide us to speed up our marketing plans for profit orientation in future to the manufactures of the product i-e Nile (it’s Nature)
EXCLUSIVE TARGET MARKET LOCATIONS
• Air ports• Railvay Stations• Bus Station • Hospitals • Tourism Places • Universities and College
What is Product?“In marketing, the term “product” is often used as a catch-all word to identify solutions a marketer provides to its target market. We will follow this approach and permit the term “product” to cover offerings”
Categories of Consumer Products:• Convenience Products – These are products that appeal to a
very large market segment. They are generally consumed regularly and purchased frequently. Examples include most household items such as food, cleaning products, and personal care products.
• Shopping Products – These are products consumers purchase and consume on a less frequent schedule compared to convenience products.
• Specialty Products – These are products that tend to carry a high price tag relative to convenience and shopping products. Consumption may occur at about the same rate as shopping products but consumers are much more selective.
• Emergency Products – These are products a customer seeks due to sudden events and for which pre-purchase planning is not considered.
• Unsought Products – These are products whose purchase is unplanned by the consumer but occur as a result of marketer’s actions.
The categories of consumer products
mineral Water and our Product NILE
(its Nature) comes under the category
of Convenience Product that it is bought
on daily basis. It will be used by ever
class because of its cheap rate, its pure
taste and excellent quality. So we try
our best to let the consumers to buy it
with warranty of its purity and taste
Categories of Business Products Raw Materials
Processed Materials Equipment Basic Components Advanced Components Product Component MRO (Maintenance, Repair and Operating) Products
Components of a Product
• Core Benefits
• Actual Product
• Augmented Product
NILE (its Nature).Its attractive bottle, its aqua color and its pure taste will definitely fulfill the need of our customer. We keep our objective in our mind that is to satisfy our customer in every aspect of our product’s nature. we are sure about our product that it will not only compete with other mineral waters successfully but also will let the people to buy it in future with satisfaction and warranty taste,quality,affordable rate.
Key Product DecisionsKey Product Decisions
• Consumable Product Features • Branding • Packaging • Labeling
Consumable Product Features:
Functional Benefits
Psychological Benefits
• While launching NILE (its Nature) we keep in our mind to fulfill the Functional n Psychological need of our customers. As it is important to open a network at large scale and customers also prefer such products. Among the Competitors that is NESTLE and AQUAFINA.
• NILE (its Nature) can get a good place in the market. Off season launch would make sense as Nestle n even other small competitors would not be expect any new entered.
AVAILABLE SIZES OF NILE ARE:
-0.5Liters
-1.5Liters
-6Liters
BRANDING:BRANDING:Branding involves decisions that establish an identity for a product with the goal of distinguishing it from competitors’ offerings. In markets where competition is fierce and where customers may select from among many competitive products, creating an identity through branding is essential.
BRANDING STRATEGY
Individual Product Branding Family Branding Co-Branding Private or Store Branding No-Name or Generic Branding Brand Licensing
PACKAGING:
• Final Customer Packaging• Distribution Packaging
New Product Development Process:
• Purchase the Product• License the Product• Purchase Another Firm
Nasiba Waris-Pricing Roll no.139
“Price is a component of exchange or transaction that take place
between two parties and refers to what must be given by one party in
to obtain something offered by another party”
PRICE
Importance of price
• Most flexible marketing mix variable
• Setting the right price• Important part of sales
promotion
PRICE OBJECTIVES Maximize long run profit Maximize short run profit Company growth Increase market share Enhance the image of the
firm ,brand or ,product Increase sales volume
• Internal factors• External factors
Factors affecting price decision
Internal factors
• Company and marketing objectives
• Marketing strategy• cost
External factors• Elasticity of demand• Customer and channel
partner expectations• Competitive and related
products• Government regulations
• Price is not a key factor when purchase is being considered.
• One of several variables• Value is perceived benefits over
per price paid• Asses product overall value
Price vs. value
Price strategies• Cover your cost• Test try offering it a different
price points• Offer the item at different
prices to different markets• Include guarantee• Offer different payment
options• Create urgency
SALMA BASHIR-pricing
ROLL NO. 126
PRICING METHODA pricing method is a mechanical procedure for setting prices on a regular basis
TYPES of PRICING METHODS
Cost Oriented Pricing
Market Oriented Pricing
Competition Oriented Pricing
Cost Oriented PricingThis is what where the price of a product or service is calculated and a margin is applied to derive a selling pricing.
Market Oriented PricingInitial price is based on analysis of market research in which customer expectations are measured.
Types of Market Oriented Pricing
Premium Pricing
Penetrartion Pricing
Skimming Pricing
Economy Pricing
PRICING STRATEGY MATRIX
Competition Oriented Pricing
The firm fixes the prices of products in relation to the competitors prices
PRICING STRATEGYA plan which determines best (at the time of marketing ) price decisions
Quantity DiscountsCash DiscountsLeader PricingPrice liningPromotional Pricing
Only for
Rs.55
Only fo
r
Rs.22
Only for
Rs.13
0.5 liter 1.5 liter 6 liter
TOTAL PRICEWeight Retail
PricesTax@21%
per unit price
No. of units
Total Price
0.5 liter 11 2.31 13 30,000 390,000
1.5 liter 18 3.78 22 25,000 550.000
6 liter 45 9.45 55 15,000 825,000
Aggregate Total Price
1765,000
COST TABEL – NILE, its natureNumber of bottles produced and sold = 70,000
Expected Sales Rs. 14,59,000
Profit @ 10% Rs. 1,45,900
Total cost Rs.13,13,100
Allocation of Cost
Promotion @ 40% Rs.5,25,200
Production @25% Rs. 3,28,300
Pricing @ 15% Rs. 1.96,900
Distribution @ 10% Rs. 1,31,310
Target Market@ 10% Rs. 1,31,310
For Wholesalers
Boxes purchased in a single order
%discount 4m list price
Up to 500 0.5 None
600-1500 1.5 liter 15%
1600-2500 1.5 liter 20%
2500-3500 0.5 liter 40% + free dinner in Pearl Continental
SPECIAL OFFERS
For Retailers
Quantity purchase in a single order
% Discount from list price
Up to 300 0.5 liter/ 1.5 liter None
400-500 6 liter bottle 15%
600-1000 1.5 liter bottle 25%
SPECIAL OFFERS
Hmm……..
........
SABA KHURSHEED
ROLL
NO. 1541
DISTRIBUTION:• IT is the fourth traditional element of marking mix. Allow customers to gain access and purchase a marketer’s product.OBJECTIVE OF DISTRIBUTION:• Our objective of distribution is to create place utility,
the value of having our product where customers wants it & when they want it.
ASPECTS OF DISTRIBUTION: There are two aspects of distribution which are• LOGISTICS: Physical movement of goods• STRATEGY: Who participate and what they do.
DISTRIBUTION DECISIONS: Our distribution decisions focuses on establishing a system that, at its basic level allow our customers to gain access & purchase our product because having a strong product does little if customer is not able to easily obtain it.
OUR distribution decision includes( but limited to):• Assessing the best distribution channel for getting our
product to customers.• Determining whether a reseller network needed.• Arranging a reliable ordering system that allow
customers to place orders.• Creating the best delivering or transportation system.• Establishing facilities for product storage.
TARGET MARKET: Lahore is our target market initially we selected 8 different well known areas of Lahore which are
• 1)Model town 2)Faisal town
3)Garden town 4)Joher town
5)Allama iqbal town 6)Deffence
7)Gulberg 8) cantt
CHANNEL OF DISTRIBUTION: The path or route taken by a product as it moves from producer to consumer is called channel of distribution.
LEVEL OF CHANNELS OF DISTRIBUTION: There are two levels of distribution.
CHANNEL MEMBERS:• Wholesalers• Retailers• Agent• Direct sales force
FUNCTIONS OF DISTRI BUTION: The main functions of distribution are • Information . promotion• Contact . Matching• Negotiation . Physical distribution• Financing . Risk taking
DISTRIBUTION STRATEGIES: Refers to how an organization will distribute the product or service they are offering to the end users at the right place or time.
There are three types of distribution strategies1. Intensive strategy: used commonly to distribution of low priced or
impulse products2. Exclusive strategy: used commonly to distribution of high priced
products involves limited distribution to single outlet.3. Selective strategy: In this a small numbers of retail outlets are
chosen for distribution of products.
CHANNEL DESIGN DECISION: To design our distribution channels we take different decisions and do bellow mention surveys.
WHOLESALING:• It is consist of sales & all activities directly related to sales, goods,services to Business & other org for resale.WHOLESALERS: • He is a trader who purchase goods in large quantities
from manufacturers & resells them to retailers in small quantities.
TYPES OF WHOLESALERS: There are 3 types of wholesalers. which are
RETAILING: It consist of sales & all activities related to sales,goods, services to final consumer for personal & non business use.RETAILER: He a person who buys products relatively in small quantities from wholesalers & sell them in small quantities to final consumer.RETAIL STORE LOCATIONS: We select our retail store location based on following factors,• Populations of customers• Competition• Accessibility
TYPES OF RETAILERS: There are 4 types of retailers which are
DISTRIBUTION COST:
• Total numbers of unit distributed =70,000 units
UNITS GIVEN TO• Retailers = 30,000• Wholesalers = 40,000
UNITS DISTRIBUTED TO DIFFERENT AREAS:
AREAS
MODEL TOWN
FAISAL TOWN
GARDEN TOWN
JOHER TOWN
A.IQBAL TOWN
DEFFENCE
GULBERG
CANTT
TOTAL
UNITS DISTRIBUTED
12,000 units
10,000 units
8000 units
9000 units
14,000 units
3,500 units
6000 units
7,500 units
70,000 units
DISTRIBUTION OF DIFFRRENT SIZES:We are distributed 3 different sizes of “NILE”
Distributed sizes
No.of.units distributed
0.5 ltr 30,000
1.5 ltrs 25,000
6 ltrs 15,000
Total 70,000 units
ESTIMATED DISTRIBUTION COST:
Total units produced = 100000 units
Total units distributed = 70000 units
Total cost of distribution = Rs 131310
Per unit cost of distribution = Rs 1.9
Share of distribution in total cost = Rs 131310
Share of distribution in % of total cost = 10%
Components Of Distribution Cost
Cost of fuel and oil = 18000
Salaries of staff = 43000
Van lease or hire = 70310
Total Distribution Cost = 131310
Sameera Dar-
Promotion manager ROLL
NO. 1542
A form of corporation communication that uses various methods to reach the targeted audience with a certain message to achieve the specific organizational goals.
PROMOTION
AdvertisementSales promotion Public relations Personal selling
Print mediaElectronic media Mass media
ADVERTISING
Form of advertisement which is done before the launch of product to create the curiosity among people.
TEASER
Build awarenessCreate interest Provide information Stimulate demandInducing buyers to
try our product
OBJECTIVES
Official Sponsor ICC Champions Trophy
BUSINESS-TO-BUSINESS
Expo-centre, Fortress Stadium Lahore
COST: Included in the ‘‘CAPEX’’
Duration: The period of 2 months