Quality Speaks Itself

MARKETING PLAN MARKETING PLAN

REPORT ON REPORT ON
MARKETING MANAGEMNET
Quality Speaks Itself
Executive Summary Executive Summary
This marketing plan is designed as a blueprint for marketing the NAYAB PRE MI!K
to the international market" In#lude here is a #omplete market anal$sis% target market
summar$% a &'(T anal$sis% marketing strategies and other rele)ant dis#ussion"
The purpose of this marketing plan is to*
!aun#h to the Nestle produ#ts
Identif$ #ompan$+s strength% ,eaknesses% opportunities and threats"
Pro)ide NAYAB PRE MI!K ,ith marketing tools and anal$ti#al and #reate
,a$s of marketing to attra#t edu#ate and maintain #ustomer"
It is the intention of this marketing plan to #reate a long-term gro,th model for the
,holesale and retail su##ess of NAYAB PRE MI!K"
MARKETING MANAGEMNET .
Quality Speaks Itself
INTRODUCTION INTRODUCTION
CONCEPT
In .//0% NAYAB Industries s#ientists perfe#ted fresh milk% totall$ h$giene that is to be
laun#hed in .//1 under the name of 2NAYAB PRE MI!K NAYAB PRE MI!K3- ,hi#h is supposed to or
hope to be#ome the Pakistan+s people first #hoi#e and later on ,ith its su##ess in
Pakistan% hope to get introdu#ed to the 'orld of fresh milk lo)ers"
BACKGROUND OF THIS CONCEPT
The idea behind bringing this ne, produ#t into market is to be#ome the most inno)ati)e
and fastest gro,ing food #ompan$ offering produ#ts that ,ill be en4o$ed in 2e)er$
home e)er$ da$3% that pro)ide health$ en)ironment ,ith health$ food produ#t" NAYAB
fo#us to e)ol)e and adapt to a #hanging ,orld% and our basi# foundation ,ill remain
un#hanged and ,ill al,a$s refle#t the basi# idea of fairness% honest$% and a general
#on#ern for people"
'e belie)e in enterprise% empo,erment% a##ountabilit$% trust% and team,ork"

PRODUCT CONCEPT
2NAYAB3 means different from others" A ne, produ#t ,ith ne, look% ne, features
and full of energ$" 5ualit$ is the essential ingredient% keeping our firm belie)e in this
,e ha)e made 2NAYAB PRE MI!K NAYAB PRE MI!K3" B$ using good and impro)ed te#hnolog$ ,e
,ill make the produ#t that ,ill maintain the nutritional balan#e in a fast pa#ed ,orld"
The method of #olle#tion of milk is to onl$ #olle#t milk from the appro)ed suppliers
,ho are maintaining their #attle in a##ordan#e to the pres#ribed standards" The animals
ha)e to be health$ and free from meningitis" Before #olle#tions from these farms it ,ill
be tested% b$ #ondu#ting 6 different tests% to ensure that it is of the pres#ribed standards"
(n#e it passes these tests it ,ill be pla#ed in #hiller #ontainers ,hi#h prote#t milk from
air% light and heat" This milk ,ill then be transported to the plant" The #hiller #ontainers
are asepti#all$ #leaned before milk is stored in them"
OUR MISSION
Build branded food business to improve quality of life by offering tasty,
affordable and highly nutritional product to our customers while maximizing
stakeholders value
MARKETING MANAGEMNET 7
Quality Speaks Itself
CORE VALUES
NAYAB industr$ and its people form a #ombination that has made things
happen" Both share a #ommon )ision% and )alue a#t as a basis of their su##ess8
A passion for e9#ellen#e% e9emplified b$ a #ommitment to the highest personal
and professional standards"
(penness to ideas from an$,here and the self-#onfiden#e to in)ol)e e)er$one"
A #ommitment to sol)e problems independentl$ and immediatel$"
Adheren#e to :ualit$% insuring #ost #ontrol and speed$ operations- the basis of
#ompetiti)e ad)antage"
SITUATIONAL ANALYSIS SITUATIONAL ANALYSIS
SWOT ANALYSIS
STRENGTHS
Large Amount of Availability Of Product
Another strength is the large amount of a)ailabilit$ of NAYAB PRE MI!K NAYAB PRE MI!K"
NAYAB has its produ#t a)ailable in all ma4or areas of Kara#hi% Islamabad%
Pesha,ar% and !ahore and in man$ other #ities of Pakistan"
MARKETING MANAGEMNET 0
Quality Speaks Itself
Unmatched Look and Taste
The look and taste of the NAYAB ;RE&< MI!K itself is unmat#hed b$ an$ of
its #ompetitors" Moreo)er NAYAB offers a different and fresh taste that ,ill
agree ,ith the tastes of all members of the target market"

Variety of Packs
Another strength lies in the different pa#ks a)ailable"
Low Employee Turnover ate
Emplo$ee Turno)er rate is )er$ lo, in NAYAB "
Attractive !ompensation Program
It pro)ides best #ompensation pa#kage in the industr$" It has a <ealth =are
Poli#$% a##ording to ,hi#h it pro)ides medi#al to all its emplo$ees"
WEAKNESSES
E"port Of Product
Ideal #onditions not a)ailable for e9port of the produ#t"
Lack of #iversification
There is a distin#t la#k of di)ersifi#ation in the #ompan$+s produ#ts" At the
moment the main produ#t of NAYAB is NAYAB PRE MI!K% ,here as the
#ustomers ,ant )ariet$"
$eavy eliance on Loan
;or finan#ing its ph$si#al assets% it relies hea)il$ on loans"
OPPORTUNITIES
!ustomer s Preferring Economical Packs
=ustomers are more attra#ted to,ards e#onomi#al pa#ks being offered b$
NAYAB"
Lack of $ygiene
All o)er the #ountr$ people a,areness of h$giene milk has in#reased but there is
a la#k of good h$giene milk pa#ks in most parts of the #ountr$"
!hanging !ustomer Preferences
MARKETING MANAGEMNET 1
Quality Speaks Itself
=ustomers are mo)ing from traditional GA'A!A+& milk to h$giene milk pa#ks
and there fore ,ant more )ariet$"
THREATS
%ncreased !ompetition
NAYAB has to fa#e a ma4or threat from other national and international brand
that ,ill #reate problems in the ,a$ of its su##ess"
Threat &rom 'ew Entrants
The gro,ing food industr$ in Pakistan #an attra#t ne, entrants and this #an
saturate the market and affe#t the options a)ailable to the #ustomers"
ecession in Economy
=urrentl$ the #ountr$ is e9perien#ing an e#onomi# re#ession% ,hi#h #an redu#e
the food e9penditure of people% ,hi#h in turn ,ould ha)e an ad)erse effe#t on
the sales of food industr$"
INDUSTRIAL ANALYSIS
The #on#ept of h$pgeine milk pa#ks in Pakistan ,as introdu#ed b$ Nestle in late
>?6/+s" <o,e)er the$ ,ere able to de)elop a taste and #reate a substantial market for
milk pa#ks until ne, brand ,as introdu#ed"
These pioneers of milk in Pakistan ,ere #atering to a )er$ small segment of the market
,ith no fo#used strategies regarding market de)elopment and market penetration"
(n this arri)al of NAYAB PRE MI!K% ,ith a reputation for e9#ellen#e ,ill
de)eloped a taste for pure milk in the market b$ introdu#ing produ#ts suited to lo#al
taste" (ur proa#ti)e approa#h to produ#t de)elopment and marketing led them to be the
leaders in the market"
0/@ of the market share is ,ith the international )endors% A/@ is di)ided among lo#al
suppliers and Ga,allas" (nl$ ./@ of the population #an afford bu$ing of h$giene milk"
At present in terms of sales Nestle stands at number >% <aleeb at number . and Milk
Pa#k at number 7"
POSITIVE INFLUENCES ON THE INDUSTRY
<igh population gro,th
MARKETING MANAGEMNET A
Quality Speaks Itself
=hanging lifest$les
=ompetiti)e market
Effe#ti)e media #o)erage
In#reased rate of urbaniBation
NEGATIVE INFLUENCES ON THE INDUSTRY
!o, pri#e substitutes a)ailable
In#rease in ta9es b$ the go)ernment
Ce#reasing disposable in#ome
MARKETING PLAN MARKETING PLAN
Marketing plan #onsists of three ma4or elements ,hi#h are as follo,s"
MARKETING OBJECTIVES
OBJECTIVE STATEMENT
To (o )eyond !ustomer *atisfaction To !ustomer #elight
The most important ob4e#ti)e of PiBBa <ut is to do more than 4ust satisf$ing its
#ustomers" NAYAB stri)es to rather delight its #ustomers b$ offering more than
,hat the$ are looking for"
To %ncrease Profits And *ales
The most important ob4e#ti)e of NAYAB is to in#rease the in#ome from
operations b$ >/@ o)er e)er$ $ear+s le)els" This ,ill be done b$ in#reasing the
sales for the e)er$ $ear b$ 1@ o)er the #urrent $ear+s sales"
To %ncrease The +arket *hare
MARKETING MANAGEMNET D
Quality Speaks Itself
NAYAB ,ill stri)e not onl$ to maintain its market share but also to in#rease it
and gain more" The target in#rease in market share for the e)er$ ne9t $ear is set
at 1@"
MARKET SHARE
Pakistan is one of the leading produ#ers of milk it is 1th largest produ#er of milk in the
,orld% ,ith total produ#tion of o)er .D"6 billion litters annuall$" Although Pakistan is
surplus in milk produ#tion but due to the la#k of proper planning #olle#tion distribution
fa#ilities ,e are not able to meet the demand of the milk of our #ountr$ due to ,hi#h ,e
are importing 01/// tones of po,der milk annuall$ to meet the demand of the urban
areas at the #ost of abo)e 0// millions dollars"
Ci)iding the #ontribution of the four pro)in#es ea#h pro)in#e #ontributes as follo,s*
Pun4ab D1@
&indh >0@
N"'";"P >/@
Balo#histan >@
PERCENTAGE OF PARTICULAR OUTCOME
Percentage Of People E"penditure
!ut !f "#$ %pent !n &ood, ''$ (s )onsumed !n *ilk
MARKETING MANAGEMNET 6
Average Mot!"y Co#um$tio Ex$e%iture i &
'(&
)&
'*&
+&
,&
+&
+&
-&
+)&
C"ot!ig
.ue"
Ret
C"eaig
Mi#c
E%ucatio
Tra#$ort
Etertaimet
.oo%
Quality Speaks Itself
),&
(,&
U/ra%
0ra%
MARKET SHARE
In Pakistan 6/@ of people #onsume unbranded milk that is milk sold is unpro#essed%
ra,% and at the mer#$ of the gawalla, The most important intermediar$ in the milk
suppl$ #hain in Pakistan is the gawalla ,ho deli)ers ra,% unpro#essed milk from the
farmer% or milk #olle#tion #enter% to the #onsumer" (nl$ ./@ people out of the ,hole
poplulation use branded milk% ,ho ha)e sense of h$gine" (ut of >//@ nestle has the
biggest share of 7/@ and NAYAB PRE MI!K NAYAB PRE MI!K hopes to o##up$ atleast ./@ in the
beginning and than more later on"
LAUNCH EXPENDITURE
MARKETING MANAGEMNET
Rent
>1/%///
AmortiBation and depre#iation 01%/1/
In#ome ta9 paid >1%?A1
Interest paid
>6%0/A
Ra, Milk
61%///
!abor
>6%///
Ad)ertising
D1%///
Mis#ellaneous
.1%///
+!+,- 07.%0.>
?
Quality Speaks Itself
TARGET MARKET
NAYAB market is ./@ of the urban population or?"0? million" The rural population is
not being targeted as the$ don+t ha)e the in#ome or taste or sense for pure and h$giene
milk" =urrentl$ NAYAB PRE MI!K NAYAB PRE MI!K has 7@ of its target market and hope to >//@
market for NAYAB" (n the ,hole% there is a gro,ing% di)erse market for h$giene milk
pa#ks ,ith an estimated annual turn o)er of the foreign fran#hise ,as gro,ing b$ >/@
annuall$"
MARKET SEGMENTATION
Geographi#al segment Geographi#al segment
Pro)in#es E=onsumerF Pun4ab 0/@% &ind ./@% Balo#histan >/@% N';P >/@%
(thers >/@"
Cemographi# Cemographi#
&egmentation &egmentation
Age ,ise . $ears and abo)e"
;amil$ siBe (ne to t,o G H !iter and so onI"
Gender Male and female"
Edu#ation &#hool% =ollege and this mu#h to understand health fa#tors"
(##upation An$ se#tor% or an$ #lass"
In#ome Rs">/%/// J
MARKETING MIX
PRODUCT
A definition of produ#t must be #omprehensi)e in order to ser)e an operational purpose"
A produ#t #an be defined as a bundle of attributes that satisf$ a #ustomer demand" It
ma$be ser)ed in the form of a tangible item8 a ser)i#e or an idea" ;or e9ample the
attributes of the milk are taste% #onsisten#$ and its :ualit$ as a pure and health$ food"
=ustomers do not simpl$ bu$ produ#ts in the ph$si#al sense8 the$ bu$ satisfa#tion%
,hi#h is deri)ed from the produ#t+s attributes% )arious features% and #hara#teristi#s of
the produ#t"
A #ompan$ #an offer different )ersions of the same produ#t and thus broaden its
produ#t line b$ #atering to the needs of heterogeneous segments of the market"
Product
(ur produ#t is 2NAYAB PRE MI!K 2
&eatures
>//@ pure milk
&tandardiBed milk Etoned at 7"1@ fatF
MARKETING MANAGEMNET >/
Quality Speaks Itself
<T MI!K"
!ore Product
General purpose milk i"e" beside as milk% it #an also be used in tea as ,ell Ean$
age group #an use itF"
Packaging
&pe#ial pa#kaging in ,hi#h milk remains fresh for three months" In NAYAB
pa#king the blue #olor s$mboliBe the purit$" This pa#kaging also has the image
of pouring milk from buffaloes in the ba#kground ,hi#h also sho,s the
originalit$ and purit$ of milk"
Packs
NAYAB PRE MI!K is a)ailable in 7 pa#ks
i" K liters
ii" H liters L
iii" > liters
*logan
That+s ,h$ NAYAB slogan is3-uality *peaks %tself."
Labeling
NAYAB presents its label #olorful and appealing sho,ing ripe purit$ of milk"
PROMOTION
Promotion means #ommuni#ation ,ith the #ustomer" The #reation of a,areness%
interest% desires and a#tion is the uni)ersal aim of the promotion mi9" Marketing is
through se)eral a)enues" Marketing resear#h is done to #he#k the effe#ti)eness of
ad)ertising% b$ measuring the in#rease in sales"
#%*PLA/ +E#%A
Banners, &lyers, .and Bills, and Bill Boards are used for its promotion ,hen
talking about displa$ media" NAYAB PRE MI!K has a billboard on the roof
top of a building% on &haheed-e-Millat Road in Kara#hi" The billboard is 0/ b$
D/ feet" The rent per month is Rs" 7//%///"
P%'T +E#%A
Ad)ertisements are pla#ed in /ewspapers a##ording to their #ir#ulation%
readership% and impa#t% #ost per ne,spaper and #onsumer market"
The Ne,s is used to ad)ertise% e)er$ &unda$ and it #osts Rs"1/%///"
Ad)ertisements are also pla#ed regularl$ in the <erald and Ne,sline mainl$% as
their #ir#ulation is the largest"
SALES PROMOTION
MARKETING MANAGEMNET >>
Quality Speaks Itself
!oncert at %,%, !hundrigar Unit
A #on#ert b$ Ali Mafar% ,ill be arranged on >0
th
August .//1% that is
Independen#e Ca$% at the I"I" =hundrigar unit" Ti#kets #ost Rs" 71/" ;ree trial of
milk% free tea made b$ NAYAB PRE MI!K and NAYAB PRE MI!K T-
&hirt ,ill be in#luded"
PLACE (SUPPLY AND DISTRIBUTION
CHAIN)
The distribution pro#ess for the marketing programs in)ol)es all those a#ti)ities related
to time% pla#e% and o,nership utilities for industrial and ultimate #onsumers" The
sele#tion% operation% and moti)ation of effe#ti)e #hannels of distribution are often
#ru#ial fa#tors in a firm+s differential ad)antage in the market" The #hannels of
distribution a)ailable in the #ountr$ are result of the #ulture and tradition"
Cistribution #hannels are link bet,een produ#ers and #ustomers"
NAYAB is #on#entrating onl$ in Pun4ab about 6////kmsand keeping the #olle#ted
milk #hilled in the most h$gieni# #onditions until it rea#hes the pro#essing fa#tor$
,hi#h ma$ take 6 to >. hours" The basi# unit of NAYAB PRE MI!K milk #olle#tion
s$stem is the Nillage Milk =olle#tion =enter or NM== &mall farmers bring their milk
to these #enters t,i#e a da$Oearl$ morning and e)ening% ,hi#h is #olle#ted b$ a
trained milk #olle#tion agent ,ho tests and re#ords e)er$ suppl$ for :ualit$ and fat
#ontent" ()er three thousand su#h #enters operate throughout Pun4ab" This milk is then
transported to the nearest sub-#enters E#hilling #enterF for me#hani#al #hilling ,ithin
less than 7P0 hours and then to the main #enters in spe#iall$ designed insulated tru#k
,here it+s #onsolidated and #hilled further"
PRICE
Pri#ing is #riti#al and #omple9 )ariable in marketing strategies" The pri#ing de#ision
ultimatel$ affe#ts an organiBation+s abilit$ to sta$ in the market" At the same time% the
un#ertainties of entirel$ unpredi#table for#es% su#h as #osts% #ompetition% and demand%
threaten ,ith numerous pitfalls for international pri#ing"
NAYAB PRE MI!K is a)ailable in three different pa#king a##ording to the siBe"
-uantity Pricing
K >>
H .>
> 71
The o)erall e#onomi# fa#tors of the #ountr$ ha)e dire#t effe#t on the #ompan$ and its
pri#ing strategies" The fa#tor of inflation results in and in#reased #ost of produ#tion
,hile ultimatel$ affe#ts the pri#ing strategies% o,ing to inflation% the pur#hasing po,er
of #onsumers diminishes bu$ing po,er"
MARKETING MANAGEMNET >.
Quality Speaks Itself
Pri#e is another element in the marketing mi9" 'hen establishing pri#es% NAYAB
PRE MI!K has #onsidered the pur#hasing po,er of the a)erage Pakistani #onsumer"
IMPLEMENTATION AND IMPLEMENTATION AND
CONTROL O. MARKETING CONTROL O. MARKETING
PLAN PLAN
IMPLEMENTATION OF PLAN
RESEARCH RESULT
MARKETING MANAGEMNET >7