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Introduction to Marketing
Prepared for: Section:
Prof. SHAZAD
E ALAM
Group: K
Prepared By:
Mohsin Mahmood
Haq Nawaz
Ahmed Saleem
Bilal Amin
M. Jawad Qamar L1S07MBAM2006
L1S07MBAM2015
L1S07MBAM2019
L1S07MBAM2034
L1S07MBAM2035
PREFACE
CONTENTS
Page No.
1 Executive Summary
2 Introduction
2A Mission Statement
2B History
2C Philosophy
2D Network
2E Target Market
2F Demographic
3 Marketing Mix
4 Product
4A Brand Names
4B Variety
4C Quality
4D Packaging
4E Features
5 Price
5A Combination Based
5B Other factors
5C Discount Policy
5D Cash Sales
6 Promotion
6A Methods of Promotion
6B Selecting Advertisement Media
6C Advertisement Timing
6D Creating Advertisement
6E Public Relations
6F Budgets
6H Feedback
7 Placement/Distribution
7A Channels
7B Coverage
7C Inventory
7D Logistic
8 SWOT Analysis
9 Recommendations
10 Acknowledgment
11 Credits
12 Bibliography
EXECUTIVE SUMMARY
INTRODUCTION
2B. HISTORY
In 1984, two brothers from the city of PakPatan
Habib Ullah and Zafar Ahmed started planning to
do some big business. So they take loans and formed
Golden Group of Companies. Standard Foods (Pvt)
limited is one of their companies. This company
became the pioneer in export quality snack food
production in Pakistan. The company plants are
imported from First world countries like England,
Japan and U.S.A and many others. Standard food is
one of the first company in Pakistan that chips
processing plant consist of automatic peeling
equipment, washing equipment, shelling line, frying
equipment having an indirect heating system with a
heat exchanger, automatic seasoning equipment,
integrated selection conveyors and bucket conveyors
along with a computerized vibratory weighing
system.
2F. DEMOGRAPHIC
3. MARKETING MIX
4. PRODUCT
Importance
4B. VARITEY
4C. QUALITY
4D. PACKAGING
4E. FEATURES
• Low in Cholesterol
• Low Calories
• Low Price
5. PRICE
Importance
Standard Food (Pvt) Limited have
also given importance for pricing its products. They
have adopted Combination based pricing which is the
most suitable.
• Cost
Cost of production is one of the important
factors in deciding price of the product Golden Chips.
Standard food adopts this pricing policy according to
the circumstances. They figure it out by the cost of raw
material rate and many other expenses e.g. electric
consumption, ware housing, transportation etc
• Consumer (demand)
Standard food also set their
product Golden Chips price according to the market
demand of their product e.g. they increases the price of
snack food and juice drinks in boosting seasons like
summer when demand for their product is high in
market and drop product price in depression seasons
like winter when demand is low in market.
• Competition (competitors)
In some
circumstances Standard food also adjust the Product
Golden Chips prices according to the competitors
Product price. So to keep its market share safe.
• Government
Government taxes and policies also
affect the price of Golden Chips like wise Sales tax,
General tax and some others when increases product
price also increases and change in Govt. policies also
affect the price. Standard Food adjusts their price policy
Govt. working.
• Transportation
Transportation cost also affects the
Price of Golden Chips in different areas. The higher the
transportation cost the more the price of
Golden chips increases.
• Loyal Customers
5% to 10% discount is also given
to companies loyal customers who have dealing with
company for more then a decade.
• Super Market
Standard Food (Pvt) limited also has
some contracts with Super Markets of their product
Golden chips in which they provide high discounts.
Importance
• Advertising
o Television
o Internet
o Broachers
o Telephone
o Mails
o Magazines
o Radio
o Billboards
• Public Relations
6D.CREATIVE ADVERTISMENT
6G. OBJECTIVES
• Stimulating demand
• promoting image of the organization
6H. FEEDBACK
Importance
Standard Food (Pvt) Limited has also
given importance to the placement of Golden Chips.
They have built a vast network of Supplier, Distributors,
and Retailer etc.
7A. CHANNELS
Standard food
(Pvt) Limited
Wholesaler
Retailers
Customer
7B. COVERAGE
7C. INVENTORY
7D. LOGISTICS
8. SWOT Analysis
By getting all the possible data about Standard Food (Pvt)
Limited we think that the company has following Strength,
Weakness, Opportunities, Threats
Strengths
Weakness
Opportunities
Threats
9. Recommendation
10. Acknowledgment
12. Credits
Mohsin Mahmood
Data on Product Collected by
Haq Nawaz
Data on Price Collected by
Ahmed Saleem
Data on Promotion Collected by
Bilal Amin
Data on Placement Collected by
Jawad Qamar
13. Bibliography