BM_EVERFRESH_7140

8/8/2019 BM_EVERFRESH_7140

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Freshmate Co.

Brand Management

EVERFRESH

Submitted By: Essa Iqbal 7140

Submitted To: Mr. Samin Ahmad 1



Overview

Pakistan is a tropical country and has accorded a favorable

reception to thirst quenchers such as fruit juices and aerateddrinks. Ready To Drink Freshmate·s EVERFRESH JUICES is a new

brand launch by the company which will serve as a nutritious

and refreshing drink to the 170 million population of Pakistan.When chilled the RTD beverage makes for a nutritious andrefreshing drink. The nutritive value of real fruit beverages is far

greater than that of synthetic products, which are beingbottled and sold in large quantities throughout the country. Ifreal fruit juices could be substituted for these synthetic

preparations, it would be a boon to the consumer as well asthe fruit grower. Drinking fresh juice is not a part of our culture.

We generally drink water or fizzy drinks with our meals but inthe West one starts the day with breakfast and a glass of juice.

Juice is to a great extent considered as a luxury not anecessity in our society, surely but slowly things are changingmainly in the urban and semi urban areas, where the

population is getting more and more health conscious andare realizing the important nutrient values of fruit and aremaking them a part of their daily diet. Freshmate·s Everfresh is

pure and nutritious fresh juice which consists of many qualitiesthat would not only create a competitive advantage but alsodelight the customers. The new brand launch, ¶Everfresh· byFreshmate Co aims to provide the highest quality fresh fruit

juices to its customers by concentrating on products growththrough innovation, and consistency in quality.

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Introduction

The company was formed in 2006 with the vision

to provide consumers across the globe fast and

fabulous convenient food made from natural &

selected ingredients.

The management of the company has business

experience of more than 50 years in different

fields which include textiles, pharmaceuticals,

fruit & poultry farming.

Freshmate introduced its Tayyar Mazaydar,Ready to Eat Meals range in Pakistan in the year

2007. (Alhamdolillah) after successful test

marketing of one year has moved to offshore

markets.

Freshmate is now launching a new brand, EVERFRESH ±Fruit Juices, in the Pakistan

Market to cater to the 170 million consumers

which is based on quality, freshness and health.

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The Brand

Brand Name: ́ EVERFRESHµ

Tagline: ´100% refreshment«.Naturally !µ

Logo:

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EVERFRESH·s VISION

To evolve as a brand leader of

quality juice across the globe. Our

hallmark will be the high qualitynatural products, initiative andteamwork of our people, and our

ability to anticipate and effectivelyrespond to the changing consumer

needs.

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Mission

Our mission is to provide the

highest quality fresh fruit juices to our customers. We

intend to accomplish this by

solely concentrating on our

product·s growth throughinnovation, and consistency

in maintaining its quality .

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Product Line

Apple Juice

Coconut Water

Grape Juice

Lemon Juice

Mango Juice

Pomegranate Juice

Orange Juice

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Category

Identification

RTD (Ready-to-drink)

bottled juice, to beestablished within theSweet Drinks sector

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Category Needs

The product will cater to

both physiological needs (hydrating andnutritional value) andsocial needs

(perception of a social,fun drink with a sense ofbelonging within peer

consumer groups)

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Category Trend

The current trends include a shift

away from junk foods and

carbonated drinks, a growinginterest for healthier / beneficialproducts for the ´mind and bodyµ,

the trend towards the availability ofon-the-go products for those with

an active lifestyle, as well as thetrend for personalization throughcustomization (or for beverages,through variety-seeking in a wideintroduction of flavours ²

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Competitor Analysis

Manufactures and Producersof: ² Aerated Drinks

² Pepsi, Coca Cola, Pakola

² Branded and unbranded fruit juices

² Shezan, Nestle, Tang, Frooto Jam-e-Shireen, Rooh Afza

² Fruit based milk drinks ² Pakola flavored milk, Engro Foods,

² Natural mineral water ² Nestle, Aquafina, Kinley

² Fruit shakes ² Branded and unbranded

coconut water

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Marketing Plan

Marketing Plan has to be S.M.A.R.T.

The objectives of the marketing

plan are strategically centeredaround 3 criteria:

To create a strong consumer awareness towards a completelynew fruit juice EVERFRESH fromFreshmate Co.

To establish a wide brandrecognition through the capture ofmarket share in the drinks segment

To become the top market leader in that particular segment

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7 Ps

Product

Price

Place

Promotion

People

Packaging

Proposition

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7 Ps Cont«

Product

Based on quality, freshness,

hygiene and health.

Price

Affordable to all income groups.

PlaceEnsure Availability and develop

attractive POS displays.

Promotion

Constantly in line with the USPquality, freshness and health

Packaging

Unique and Attractive Packaging15



Segmentation

Geographic Segmentation

² Rural areas

² Urban areas

² Densely populated regions

² Regions with predominantlyhot and arid climates

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Contd«..

Demographic

Segmentation

± Individual s with age 5 year s and

above.

± Individuals across all income groups

± Working and non-working individuals

± Students

± In stitution s and office s.

± Restaurants & hotels

± Retail shop s

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Contd«..

P sychographic Segmentation

± Health concious consumers

± Con sumer s who have inclination

toward s nature and natural product s

± Quality concious consumers

± Con sumer s who have diver se

ta ste s and seek variety ± N on-users and potential users

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TargetMarket

All health conscious

individuals

Students (primary level touniversities)

Employees

Households and Passengers

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Positioning Statement

´For ever y individual, who

want s a 100% natural

product that offer s rejuvenation and fre shne ss ,

F re shmate·s Everfre sh are

bona fide fruit juice s , that provide energy and

refre shment at affordable

price s , be st quality and

value for your money.µ

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Positioning Strategy

Eye-catching bottle,

attractive packaging, cool,

new and unusual, uniquedrinking experience, variety

of flavors and a healthier alternative to heavy-sugar drinks.

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Benefits

COMMUNICATION BENEFITS

-Nutritional information

-Informational text on historyof product

FUNCTIONAL BENEFITS

-Healthier than soft drinks

-Convenient, easy to takeout

PERCEPTUAL BENEFITS

-Quality/Premium price

-Social standing/good-

looking 22



Communication Plan

The marketing manager·s

perspective of transferring

value to the consumersusing the Holistic approach.

Should know:» How

» What To Say

» To Whom and

» How Often

Personal as well asMass

Communication Strategy

ATL and BTL advertising

techniques

}

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THANK YOU

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BM_EVERFRESH_7140

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