MARKETING MANAGEMENT

INTRODUCTION

• NATIONAL FOODS’ FRUITILY INSTANT DRINK WAS LAUNCHED IN 2010.• THE COMPANY INVESTED A HUGE AMOUNT OF MONEY FOR ITS PROMOTION.• WE HAVE DECIDED TO REPOSITION IT IN THE MARKET BY ADDING MORE

FLAVORS .• WE ARE ALSO LAUNCHING ITS TETRA PACK OF 200ML PRICE RS20.• INITIALLY WE WILL LAUNCH OUR TETRA PACK IN KARACHI AND IF IT WILL BE

SUCCESSFUL THEN WE WILL LAUNCH IT IN OTHER CITIES.• WE WILL DO MARKETING PROMOTIONAL ACTIVITIES.• OUR PRODUCT IS MADE ACTUALLY FULL FILLING THE NEEDS AND

REQUIREMENTS OF OUR CONSUMERS AND THE MARKET CHANNELS AS WELL.

BACK GROUND OF THE COMPANY

• NATIONAL FOODS BEGAN ITS JOURNEY IN 1970 AS A SPICE COMPANY.

• NATIONAL FOODS POPULARIZED THE CONCEPT OF HAVING CLEAN, HEALTHY FOOD.

• NATIONAL FOODS’ INITIATIVES WERE, TO MAKE FOOD THAT IS HYGIENIC, REDUCE TIME SPENT IN THE KITCHEN BY WOMEN.

PREVIOUS MARKETING HISTORY OF FRUITILY

• FRUITLY HAS BEEN MARKETED THROUGH TV COMMERCIALS AND SOME BTL ACTIVITIES LIKE ROAD SHOWS, MALL ACTIVITIES, PARKS, GAZEBOS ETC.

PEST ANALYSIS

POLITICAL ANALYSIS: POLITICAL ENVIRONMENT IS NOT STABLE.   INVESTORS RELUCTANT TO INVEST IN PAKISTAN  ECONOMIC ANALYSIS: OVERALL ECONOMY OF PAKISTAN MAY AFFECT THE COST AND

PRICE. SOCIAL ANALYSIS:  SOCIAL TRENDS AND LIFESTYLE OF THE CONSUMERS ARE KEEP ON

CHANGING  TECHNOLOGICAL ANALYSIS:  TODAY’S ERA TECHNOLOGY CAN PLAY A BACK BONE ROLE FOR

ANY INDUSTRY

SWOT ANALYSIS

STRENGTH FRUITILY IS THE PRODUCT OF A STRONG COMPANY.WEAKNESSES: THEY CONDUCTED FEW PROMOTIONAL CAMPAIGNS SO LACKING

BEHIND IN CREATING IT A FAMILIAR PRODUCT IN THE BEVERAGE MARKET.OPPORTUNITIES:  IT’S A GROWING INDUSTRY. THREATS:  THREAT OF TANG.  THREAT OF NEW ENTRANT AND SOME IMPORTED PLAYERS IN THE MARKET.

MARKET SEGMENTATIONDEMOGRAPHIC:THERE IS AN ALMOST EQUAL RATIO BETWEEN MALE AND

FEMALE USERS. IN WHICH YOUNGSTER ARE THE MAIN PRIORITY.

 GEOGRAPHIC:NATIONAL FOODS FOR FRUITILY HAS SET GEOGRAPHIC TARGET

AREAS WHICH INCLUDES ALL THE PROVINCES OF PAKISTAN.PSYCHOGRAPHIC:THE USERS OF FRUITILY ENJOY IT, NOT ONLY FOR HEALTHY LIFE

BUT AS A SOURCE FOR GOOD TASTE AND SERVING PURPOSE. DIRECT COMPETITORS: TANG LIMOPANI 

MARKETING GOALS AND OBJECTVES

• OUR FOCUS IS THE OBJECTIVE TO GAIN THE MARKET SHARE AND CUSTOMERS FROM OUR COMPETITORS.

• TO CHASE THE CUSTOMERS AND TO DEVELOP THEIR INTEREST IN OUR PRODUCT.

• WE ARE GOING TO ADVERTISE IT THROUGH DIGITAL, RADIO, PRINT ADS AND SOCIAL MEDIA ADVERTISEMENT.

• THIS WILL ALL TURN OUT TO BE A POSITIVE RESPONSE BY OUR CUSTOMERS.

• FRUITILY IN TETRA PACK THIS IS EVEN THE BEST WAY TO ENHANCE SALES PLUS BY DOING CAMPAIGN WORK WE CAN CREATE THE PRODUCT AWARENESS.

MARKETING STRATEGIES

• MARKET PENETRATION ACCORDING TO ANSOFF’S MODEL IS THE BEST STRATEGY TO MAKE PROFIT.

• PENETRATION IS LESS RISKY AND HAS OPPORTUNITY TO MAKE PROFIT AND MARKET SHARE.

• BY LAUNCHING TETRA PACK WE WILL BE TARGETING SCHOOL, COLLEGES AND UNIVERSITY STUDENTS.

DETAIL MARKETING TACTICS

PROMOTION:

THIS IS ANOTHER IMPORTANT PART OF MARKETING PLAN. BECAUSE WE CAN NEVER COMMUNICATE VALUE TO OUR CUSTOMER WITHOUT TAKING PROMOTIONAL STEP

SOCIAL MEDIA:

 SOCIAL MEDIA IS MORE CONVENIENT AND EFFECTIVE IT INCLUDES FACEBOOK .BILLBOARDS: BILLBOARDS WILL BE PLACED IN HEAVY TRAFFIC AREAS WHERE SIGNALS ARE

LOCATED, U-TURNS AND IN FRONT OF BIG SHOPPING MALLS AND HOSPITALS.

4P’S OF MARKETING

PRODUCTTHE PRODUCT IS NATIONAL FRUITILY WHICH IS A BRAND OF NATIONAL FOODS.PRICETHE PRICE SET FOR THE PRODUCT ACCORDING TO THE COMPETITORS AND AFTER

ALLOCATING THE MARKET IS SET AS RS 20 FOR THE TETRA PACK.PLACE

OUR TARGET MARKET AND PLACE OF PRODUCT IS ALL OVER THE PAKISTAN.PROMOTIONDIFFERENT ACTIVITIES WOULD BE DONE IN ORDER TO MAXIMIZE THE MARKET SHARE OF THE

COMPANY. DIFFERENT TYPES OF ADVERTISEMENTS AND PROMOTION WILL TAKE PLACE.