FEEL THE PLACE BEVERAGE COMPANY (PVT) Ltd.

EXECUTIVE SUMMARY

This project is all about the launch of the new mineral water who’s information
are as follows:

Company Name: FEEL THE PLACE BEVERAGE COMPANY (PVT) Ltd.

Brand Name: Sonnevalley Mineral Water
Slogan: Feel the Place with Purity

Our target market is all age group because of the nature of the product. In this
comprehensive launch of the mineral water our product will be provided in different sizes
according to the market demand.
We adopted the penetration strategy i.e.The price charged for products and
services are set artificially low in order to gain market share. Once this is achieved, the
price is increased.
Then we planned the distribution network of the product by our sales force
comprising on 18 persons including one head of the team in beginning in three cities
Lahore, Karachi, Faisalabad . We established our head office in Lahore. And the channel
to market the product we will use two channels in which one is distributor and the other
is retailer.

UNIVERSITY OF GUJRAT 1
 FEEL THE PLACE BEVERAGE COMPANY (PVT) Ltd.

COMPANY NAME
FEEL THE PLACE BEVERAGE COMPANY (PVT) Ltd.

Introduction:
Basically the idea on which we are about to work is to produce mineral
water in affordable range.
The basic concept of our campaign is to develop and launch such mineral water
which should be healthy, safe drinking water at very low price as compared to
others. Majority people in our country don’t have high purchasing power and they
can not afford the high price for drinking water.

Human capital always plays an important role in the success of any

organization and gives an edge to organization over others. We have the best
management and administrating executives, which have brains full of innovations
and creativity to start and keep this campaign successful.

Our vision:
We hope that our investment in people and technology will enable us to
develop our business into a Successful -enterprise.

Knowledge of consumers and the market will allow us to capitalize on product

and brand development and to be more flexible and efficient.

We believe that integrity is the key to gain the respect of the employees, the
colleagues and the consumers throughout the industry. A strong base from which
we can build Mineral Water project into a successful enterprise can only be built
by the joint effort and the commitment of our consumers, distributors,
suppliers and employees.

UNIVERSITY OF GUJRAT 2
 FEEL THE PLACE BEVERAGE COMPANY (PVT) Ltd.

Mission Statement:
At all times we are dedicated to work in a quality environment, working
with quality people and offering quality products, thus ensuring growth earnings
to our staff, principles and our customers.
Our mission is to build a good reputation for Mineral Water of quality and to
become a successful company in Pakistan
Quality means everything to our company and our quality assurance systems are
designed to ensure our products meet all safety regulations and quality standards.
We have highly trained laboratory staff that uses a highly sophisticated diagnostic
technology to check hygiene and quality control at every production stage.

Our Objectives:
Following are the objectives of our company:

• To earn a reputation for being an innovative, trend setting brand.

• To be positioned as a lifestyle oriented, vibrant and contemporary

product.

• Build strong relationships with our suppliers to secure a preferential

supply of the best quality products.

• Insisting on customer satisfaction in all areas of our organization to

attribute the retention of an ever increasing customer base.

• Gain the 50% share in the market

• Establish the position of market leader in 5 years

• Provide the pure mineral water.

UNIVERSITY OF GUJRAT 3
 FEEL THE PLACE BEVERAGE COMPANY (PVT) Ltd.

SITUATIONAL ANALYSIS
Sprinkle Beverage is new beverage company in the market. Sprinkle
for the first time is launching its mineral water due to great demand of
mineral water at cheaper price.

MARKET SUMMARY
Target Market:

The most important decision about the product will decide what people we
want to attract, i.e. our target audience. Our product has equal benefit for everybody.
We’ll have to focus on the all group of ages. Everything about our product is designed to
bring those people to our site. The reason of choosing full market coverage is to be a
market leader in future. We want to provide pure Mineral Water. The lifestyle of our
target audience is different because they belong to different age groups. They are
adaptable to change and like change in their lives. The Mineral Water completes the both
objectives. They also influence the decision making of their parents to buy the product.

Geographic:
• Our geographic customers are of Karachi, Lahore and Faisalabad
but in near future after establishing our product in these areas we
will definitely launch our product in the rest of the cities of
Pakistan.

Demographic factors:
• Target all age groups
• Lower and Middle income class

Psychographic:
• Middle class
• Lower-Middle class
UNIVERSITY OF GUJRAT 4
 FEEL THE PLACE BEVERAGE COMPANY (PVT) Ltd.
• Lower –Lower Class

Market Trends
Market trend is headed toward a more
sophisticated and aware customer.

• The preference for high-quality and low product is

increasing as customers are learning to appreciate
the qualitative differences.

SWOT ANALYSIS
Strengths:
• We are providing high quality Mineral Water
• The price per quality is very attractive
• We have effective advertising plan
Weakness:
• Week financial position
• New brand in the market

Opportunities:
• Low & a bit high income group

Threats:
• Strong distribution channel of competitors
• Strong Positioning of competitors

COMPETITORS
➢ Nestle Pure life
➢ Kinley
➢ Aquafinea

UNIVERSITY OF GUJRAT 5
 FEEL THE PLACE BEVERAGE COMPANY (PVT) Ltd.
➢ Springly
➢ Sufi
Product Offering
We offer safe, healthy and low price drinking water “SONNEVALLEY” to our
customers.
Slogan:

UNIVERSITY OF GUJRAT 6
 FEEL THE PLACE BEVERAGE COMPANY (PVT) Ltd.
Enjoy Health with SONNEVALLEY

Key to success:
We are offering safe, healthy drinking water on affordable price which is
our key to success.

UNIVERSITY OF GUJRAT 7
 FEEL THE PLACE BEVERAGE COMPANY (PVT) Ltd.

MARKETING STRATEGIES

Pricing Strategies

Distribution strategy

Promotional strategy

Communication strategy

Pricing Strategies:
Every marketing task including pricing should be directed towards a goal,
Management should decide on its pricing objective before determining the price
itself. The pricing objectives are as follows:

➢ Profit oriented:
• To achieve a target return
• To maximize profit
➢ Sales oriented:
• To increase sale volume
• To maintain or increase market share

➢ Penetration PRICING:
The Company is currently relying on market penetration pricing e.g.
Lower price as compared to its competitors. This strategy also works well to
attract those classes that relate lower prices with higher quality. Thus, in
somewhat manner the company has tried to become distinctive.
UNIVERSITY OF GUJRAT 8
 FEEL THE PLACE BEVERAGE COMPANY (PVT) Ltd.

Distribution Strategy:

Distribution Channel:
The company's distribution channel is not very difficult because of the
nature of the product. The company has the efficient distribution system that
is earning a lot through mass sales.

Nature of Distribution:
The company believes in interim distribution of its product through all
possible outlets to encourage more sales, greater consumers and maneuver due to the
nature of the product. The company's distribution exits in the following two levels:

Distribution Level:
The company uses the “Two Levels Distribution”.

Produce Distributo Retailer Consumer

The level of distribution which we are using here is two levels of distribution
we have our own distributors which bring our product towards retailers to consumer.
Our product is distributed for sale through all the major growing stores, departmental
stores and even small retail outlets. The reason for adopting all the channels is
because of the nature of the product.

Advertising & Promotion :

Several different methods would be used for the advertising effort

e.g.
• Newspapers
• Television Adds
UNIVERSITY OF GUJRAT 9
 FEEL THE PLACE BEVERAGE COMPANY (PVT) Ltd.
• Advertising hoardings billboards
• Attractive pamphlets
• Celebrity endorsement

Comparison with the Competitors Pricing Strategy

BRAND, PRICE & SIZE

Price for half-liter:

• Sonnevalley Mineral Waters, Rs. 10
• Nestle Mineral Waters, Rs. 15
Price for 1.5 Liters:

• Sonnevalley Mineral Waters, Rs. 20

• Nestle Mineral Waters, Rs. 25
Price for 6 Liters:

• Sonnevalley Mineral Waters, Rs. 40

• Nestle Mineral Waters, Rs. 65
Price for 19 Liters:

• Sonnevalley Mineral Waters, Rs. 80

• Nestle Mineral Waters, Rs. 120

FINANCIALS
This section will explain the financial overview of” Sonnevalley” mineral
water related to marketing and sales activities. It will address the sales forecast,
expense forecast.

UNIVERSITY OF GUJRAT 10
 FEEL THE PLACE BEVERAGE COMPANY (PVT) Ltd.

SALES FORECAST

YEARS SALES (RS)

2009 400000
2010 450000
2011 550000

MARKETING EXPENSE FORCAST

YEARS EXPENSE FORCAST (RS)

2009 300000
2010 350000
2011 425000

Packing Review:
The packing is another marketing tool. Today in marketing environment a package is
much more than a container in which it is the packed.
In unison with catches attention presents a familiar brand image and communicate critical
information may consumer make purchase design on the basis of how the product looks
on the shelf?

UNIVERSITY OF GUJRAT 11
 FEEL THE PLACE BEVERAGE COMPANY (PVT) Ltd.

Market characteristics:

In our country the total population is 164 million. A high proportion of the
population is in Punjab it is the largest province of Pakistan. Mostly people speak Urdu
which is the national language with English as the foreign language. The literacy rate is
45%. Media has dominated the market. Over all Media has shown the rapid growth. It is
playing major role of any product success. Key Media in the market is TV, Print & Radio
Government & Private Sector Owned.
In the urban areas like Lahore, Karachi, and Islamabad the TV ownership has increased.
Especially the young generation is more attracted to TV. About 40 million of TV
viewers are the age of 18+. TV is the most consumed media among our population,
followed by Internet and Newspapers. Among our population Internet is used for
communication and entertainment purposes. We selected the GEO TV and PTV for rural
area because of its viewer ship.

UNIVERSITY OF GUJRAT 12
 FEEL THE PLACE BEVERAGE COMPANY (PVT) Ltd.

Conclusion:

We have successfully developed the plan. If we look at the market it is full of

competition. A large portion of the population is attracted by those products which have
already positioned in their minds. In this market scenario we launched the Mineral Water

that is SONNEVALLEY. The main objective is to give the awareness of our product
and gain some share in the market. For this purpose we have developed advertising plan

in which the objective was to create highly visible launch of SONNEVALLEY. The
budget of advertising is for launching campaign of 10,000,000. We have allocated this
budget into different mediums.
We have conducted a survey and have positive feed back about our product. As we have
given the free sampling. The marketing campaign was successful. We also conform from
our retailers about our product they give us positive response when our sales started
decreasing they gave all the review of the customer this is very helpful for us to remove
our weakness of our product and major part of evaluation of advertising plan. In the start
we face problem of shortage of our product then after some time we takeover that
problem by the help of our sales force and increase the visits of outlet to solve this
problem .In the future we will increase the product line.

UNIVERSITY OF GUJRAT 13