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Made ByRukhsana Haque
Rina Hussain
Asma Siddiq
Sehrish Khan
Muhammad Ameen
AASRR company
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PRODUCT REVIEW
COMPANY NAME;
AASRR
PRODUCT NAME;
CHOICE
slogan such as:Your Life Your Choice
AASRRCompanyChoose choice and live a healthy life
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Objective of study
.
To get familiar with the Pakistanimarketing strategies
To view the segments being targeted by
upcoming product in the marketUp to what extent do the public respond
toward the new product?
To prepare a marketing plan forcapturing our target marketTo be a relevant guide for any brand
launch in Pakistan
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Introduction
Our Company AASRR
is going to introduce a new
product with the reference of
Quality, royal brand with richflavor and customized product
for Consumers
Chocolate, which were believedto kids preference, are now beingconsumed by teenagers, and adults.
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Vision Statement
AASRR set out a vision to
achieve a CHOICE to bePakistans Premier Chocolate
Company offering nutritious
and superior quality taste sweetsto its consumers. By 2016 we aim
to achieve 30% of market shares, and whileit, we would be the best in terms of
consumer value, customer service,employee talent consistent and predictablegrowth.
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Mission StatementTo be a leading producer
of chocolate becomededication to nature,
corporate and hygiene,
dynamic leadership and common to our partners and
stakeholders. We can easily understand the missionstatement by following points like;CHOICE mean quality
This is our promise
Our reputation is build upon quality Our commitment to continuous improvement
It will ensure that our promise is delivered.
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Marketing M ix
Product
Price
Promotion
Place
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Product.AASRRS CHOICR is to continuous improvement in the
quality and features of product. It is the missionstatement of CHOICE to make quality chocolatewhich have competitive advantage from thecompetitors products and it enhances the goodwill of
the company.Ingredients:
Chocolate liquor
Cocoa butter
Nutritive Sweetness Emulsifiers
Cream
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Price
Suitable price starting
from Rs/12(one pack
containing 2 chocolates)
and ends up with thecustomers choice.
Depending on how many pieces our
customer wants to buy in one pack
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Our price scheduleProduct Quantity Price in Rs
Choice 2 pieces Rs.12
Choice 4 pieces Rs.26
Choice 8 pieces Rs.50
Choice
Multipack
From 16 to consumers
dependable choice
Rs.100 & so on
dependent on pieces
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Place
AASRRs CHOICE is
produced at the chocolatefactory in Faisalabad in
Pakistan. After the chocolate is
produced and goes through the processof all quality checks. It is transportedto the staff rooms and then AASRRssells it product to shops.
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Promotion
Electronic media TV GEO
A.R.Y PTV RADIO
FM 101 FM 103 FM 98
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Print MediaNews paper
Jang
Dawn Express
Magazine
Akhbar-e-jahan
Sunday magazine Young world
Billboard
M-tax chock
D-ground General bus stand chock Shara-e-faisal
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STRENGTHS
Large teeming population of kids and
teenagersWell established marketVast variety of products Adequate availability of rawmaterialsPrice, a competitive advantageEasily reachable by customers
WEAKNESS
Large portion of population suffers
from diabetes, cholesterol disordersetcDental problems associated withconsumption of chocolatesLate entry into the market
OPPORTUNITY
Large number of occasioncelebrations and festivals in which
choc are used as a medium to conveyhappinessParticipation with a growing industryBright future in business because ofhigh innovation
THREATS
Competition cut throat competitionfrom Cadbury and Nestle and
international choc brandsNegative publicity and contrivancesPreference and availability of othersubstitutes (sweets and deserts)
SWOT ANALYSIS
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Market segmentation
Effort to increase a companys precisionmarketing. We have done thesegmentation on the basis of thefollowing variables:
Geographic
Demographic
Psychographic
Behavioral
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Geographic:
Dividing Faisalabad in different
segments according to area, states,regions and market.
E.g. D-ground, medina town.
Demographic
Dividing people according to Age,Income, social class, occupation andtheir life cycle.
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Psychographic:
we analyze the psycho of the people.
We divide them in social class, life styleand personality.
Behavioral:Behavioral segmentation divides
buyers into groups based on their
knowledge, attitude, uses or responsesto the product. We see the behavior ofpeople with help of questionnaires.
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Targeting
After segmenting we are targeting thefollowing segments.
Classes:lower-middle , middle, upper-middle and
upper classes.Income Group:
we are targeting all income group who
should afford easily.It will not discriminate between incomegroups.
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Direct competition:
MarsCadbury
Nestle
Kraft food
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Market Share of Competitors
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i l k i
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Experimental Marketing:
Rank of Chocolates on various attributes forCHOICE
through experiment.Attributes Taste
(flavor)
Quality Packagin
g
Price
1 Choice Kit Kat Choice CDM
2 Kit Kat Choice CDM Choice
3 Cadbury Perk Kit Kat Perk
4 Perk Cadbury mars Kit Kat
5 jubilee mars perk mars
C i i h l
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Comparison with Butlers
AASRR available in its own
special stores as well assuper markets and other
shops
Butlers has a available to be
sold in specific store
It emphasis on delivering
quality brand with luxuriouspackaging
It emphasis on delivering
good quality
A little price sensitive Not much price sensitive
Range of verity of chocolate
flavors and chocolate
packaging
while butlers has a range of
chocolate but not of
luxurious boxes but ofpackaging
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Last but not the leastAASRR should need tostrengthen the BrandName of its product.
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