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marketing plan

marketing plan
by

saba masud

on 23 January 2013

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Transcript of marketing plan

GOALS & OBJECTIVES Make Pakistan the selling ground
Quality of the products
Enhance the market
Promotion
low caloric and healthy snacks
Create awareness
Profitable relationship with the customers MISSION STATEMENT The theme of this product is that it will bring a low caloric snack or appetizer in the society by giving people a healthy life-style. VISION STATEMENT We want to be a market leader by providing quality products. To strive for excellence through continuous improvement, dedication and strong urge to provide the best to valued customers. SLOGAN EAT HEALTHY & STAY FIT PRODUCT REVIEW Core product pakoray, Actual product 'BAKED PAKORAY'
Low caloric food
Lies in the category of snacks
Enrich with nutrients
Desirable flavor
Reduced fat content
Hygienic
Ready to cook
Frozen food
Variety VARIETY SPINACH PAKORA CHIKEN PAKORA MIX VEGETABLE PAKORA ONION PAKORA CHEESE PAKORA BREAD PAKORA INGREDIENTS Chickpea Flour (Besan)
Olive Oil
Cumin
Salt
Green Chilies
Water
Potato
Cabbage
Spinach INTRODUCTION Features of product
Low caloric
High nutrient value
Better health GOALS & OBJECTIVES CURRENT MARKET SITUATION Tradition of having snacks
Prefers desi food
Most famous item
Perfect one
Highly profitable sales
Customer relationships SEGMENTATION AND TARGET MARKET SEGMENTATION TARGET SEGMENTS

Age 08-50 years

Gender Males and female

Income Middle and high level

Occupation Skilled workers, traders, Shop owners,
businessmen, professionals and officers Education Non-graduate, graduate/post graduate

Social class Upper Middle, Middle and Lower Middle SEGMENTATION AND TARGET MARKET COMPETITORS REVIEW AND ANALYSIS K&Ns Founding pillar
Single minded objective COMPANY NAME K& N‟s Food EXISTENCE IN THE MARKET More than 45 years MARKET SHARE 70% NUMBER OF FREEZERS 8000 PRODUCTS Nuggets, Burger Patties, Kofta,
Chapli Kabab and Tender Pops. MENU Wide range of cuisine
Carefully prepared COMPANY NAME PRODUCTS EXISTENCE IN THE MARKET MARKET SHARE NUMBER OF FREEZERS Seasons Food Popcorn fish, Chicken samosa, Popcorn chicken, Nuggets, Vegetable samosa, Spring roll, Burger patty, Chapli kabab, Shami kabab, Kofta From last 6 years 10% 800 MONSALWA Consistent taste and quality
Continuous improvement COMPANY NAME PRODUCTS MARKET SHARE NUMBER OF FREEZERS EXISTANCE IN MARKET Quick Foods Plain, whole wheat and stuffed aloo parathy, Samosa, White and whole wheat chapati, Naan From last 15 years 5% 450 PESTLE ANALYSIS POLITICAL FACTOR Government policies, rules and regulations
Imposing heavy taxes
Variation on taxes
Government stability
Shortage of electricity ECONOMIC FACTOR Interest rates
Taxation changes
Economic growth
Inflation
Unemployment SOCIAL FACTOR Key factor
Trends
Eating patterns
Less production of high caloric food
Encourage healthier eating TECHNOLOGICAL FACTOR Secondary role
Do not dependent on technological advancements
Non-tech in nature
Function as a catalyst LEGISLATIVE FACTORS Legal environment
Employment laws
Consumer protection ENVIRONMENTAL FACTORS Natural resources
Not harmful
Rare chance of shortage MARKETING MIX PRODUCT Quality
Customer come back
Performance & Conformance
Features
Style & Design
Brand name
Logo&Sign PRICE Two types of pricing strategies
Market skimming pricing
Market penetration pricing BAKED PAKORAY Market penetration pricing strategy
Attract a large numbers of buyers
Why not using market skimming strategy
200 Rs. for 300 gram pack PLACE Related to distribution
Accessible and available
Channels of distribution
Retailor
Distributors
PROMOTION
Full transcript