Copy of project management...final project.... promotional plan

8/7/2019 Copy of project management...final project.... promotional plan

http://slidepdf.com/reader/full/copy-of-project-managementfinal-project-promotional-plan 1/38

Promotional plan Ready to Drink Rooh Afza

Kinnaird

College for

Women

FF INALINAL PP ROJECTROJECT

PP ROJECTROJECT MM ANAGEMENTANAGEMENT

PP ROMOTIONALROMOTIONAL PP LANLAN OFOF

R R EADYEADY TOTO DD RINK RINK R R OOHOOH AA FZAFZA

1




Executive Summary

This project suggest the promotional plan of a newly designed product of Hamdard Company

‘Roohafza Ready to drink’ to be launched in major cities of Pakistan i.e. Lahore, Karachi, Quetta

and Islamabad. The basic aim of the company is to initially flood the market with the product

and grab the market share, because it is the new market to be explored. The company has been in

business for quite some time, has a strong market share and it is known for its quality products

so, introducing a new innovative product in the market will have positive effects on the positive

positioning of the brand.

A promotion plan is designed that outlines the promotional tools or tactics are planned to

accomplish marketing objectives defined by the marketing department of company. The project

charter is well defined with the scope and objective of the project. The project has the time line

of designing a plan before the summers of 2011 and a launching date is also given of 23 rd March,

2011. (Its assumed that the promotional plan designing will commence from 1 st Feb 2011). The

work break down structure is well explained with the timeline. The risk faced by the project will

be of trading the new sales person. The report further deals with the financial and feasibly reportof the project too. The Planning phase in the end keeps in view the risk plan; communication

plan, quality plan, procurement plan and suppliers contract details.

2




TT ABLEABLE OFOF CONTENTSCONTENTS

CC ONTENTSONTENTS PP AGEAGE ##

1. Initiation 6

Product 8

1.1. Develop Business Case 9

1.2. Perform Feasibility Study 11

1.3. Establish Project Charter 15

1.4. Appoint Project Team 18

1.5. Set up Project Office 19

1.6. Perform Phase Review 20

2. Planning 21

2.1. Develop Project Plan 23

2.2. Develop Resource Plan 25

2.3. Develop Financial Plan 27

2.4. Develop Quality Plan 30

2.4.1. Develop Assurance Plan 30

3




2.4.2. Quality Control Plan 31

2.5. Develop Risk Plan 32

2.6. Develop Acceptance Plan 33

CC ONTENTSONTENTS PP AGEAGE ##

2.7. Develop Communication Plan 34

2.8. Develop Procurement 34

2.9. Contract Suppliers 34

2.10. Perform Phase Review 35

Conclusion 36

Reference 37

4




1. I1. I NITIATIONNITIATION

5




Rooh Afza is a popular concentrated sharbat ( a refreshing drink) invented by Hakeem Ustad

Hasan and manufactured by the companies he founded, Hamdard (WAQF) Laboratories , India

and Hamdard (WAQF) Laboratories , Pakistan , since 1907. It is also made in Bangladesh by

Hamdard Laboratories (WAQF) Bangladesh.

Rooh Afza is launching a new product under the name of ready to drink Rooh Afza. it is an

instant drink. Rooh Afza is introducing its product in major cities of Pakistan. A professional

team is organized within the organization whose responsibility is to promote the product within

Lahore. These teams are given allocated budget and resources and time limit till 23 rd March,

2011(before 2011 summers start). The basic aim of the company is to initially flood the market

with the product and grab the market share, because it is the new market to be explored. The

company has been in business for quite some time, has a strong market share and it is known for

its quality products so, introducing a new innovative product in the market will have positive

effects on the positive positioning of the brand.

6

http://en.wikipedia.org/wiki/Sharbat

http://en.wikipedia.org/wiki/Hamdard_(Wakf)_Laboratories

http://en.wikipedia.org/wiki/India

http://en.wikipedia.org/wiki/Hamdard_Laboratories_(Waqf)

http://en.wikipedia.org/wiki/Pakistan

http://en.wikipedia.org/wiki/Sharbat

http://en.wikipedia.org/wiki/Hamdard_(Wakf)_Laboratories

http://en.wikipedia.org/wiki/India

http://en.wikipedia.org/wiki/Hamdard_Laboratories_(Waqf)

http://en.wikipedia.org/wiki/Pakistan




PP RODUCTRODUCT

“READY TO DRINK ROOH AFZA

AS YOU WANT WHEN YOU WANT”

In order to serve people in the best possible way and meet their satisfaction and convenience

Rooh Afza is now available with an innovation; i.e.

“READY TO DRINK ROOH AFZA”

Selling price Rs 15

FEATURESFEATURES

1. An instant refreshing drink which is good for health.

2. light weight

3. easy to handle

4. available in unbreakable plastic bottle

5. Available in ready to drink form

7




6. Available in three different flavours

SS IMPLEIMPLE REFRESHINGREFRESHING DRINK DRINK ::

This delicious refreshing drink contains: refined sugar, distilled aqua extracts of fruits, herbs,

keora, water, citrus flower and rose, permitted red food color and preservatives.

R R OOHOOH AAFZAFZA WITHWITH AA TINGETINGE OFOF LEMONLEMON ::

It is available with an additional taste of lemon which makes it more refreshing and energizing

DD IETIET R R OOHOOH AAFZAFZA ::

In this era of style and fitness, people look forward to diet products. Catering the needs of diet

conscious and elderly people suffering from diabetes or other health issues, this product provides

refreshing drink with low sugar and calories. Canderel is the alternate content to refined sugar in

this form.

PRODUCT PACKAGINGPRODUCT PACKAGING

As people are becoming more and more health conscious day by day and are seeking

convenience so ready to drink Rooh Afza will be packed in 500ml plastic bottles.

PRODUCT LABELLINGPRODUCT LABELLING

The labeling of the product will highlight its main attribute; i.e. “Ready to Drink” along with its

brand name and identity.

1.1. DD EVELOPEVELOP BB USINESSUSINESS CC ASEASE

8

SIMPLE REFRESHING DIET ROOH AFZA TINGE OF LEMON




This launching of Rooh Afza will help the company explore new markets which were not tapped

before. The advertising will help the company to increase the sales of the new product which will

generate profits for the company and will help the company to increase its market share in major

cities of Pakistan, i.e. Lahore, Karachi, Islamabad and Quetta. As the product is new and

innovative the company can adopt skimming pricing strategy i.e. the company can offer the

product at reasonable price but distribute the product diversely which is to promote the product

in every nook and corner. This will help the company to penetrate the unexplored market and be

the leader of the market which is the market leadership strategy.

There are four types of media options through which the product can be promoted.

The choices are

• Advertising

• Marketing Collateral

• Promotional activities

• Media Relation Campaigns

In print media the company can place ads in news papers and magazines, brochures and banners

etc. The cost in this media includes the printing cost of the banners and brochures whichincludes the cost of paper and distribution cost. Placing an ad in magazines and newspaper is

calculated as per day. Although the cost incurred per audience is low but the response of the

audience cannot be recorded directly.

Promotion by electronic media includes giving advertisements on TV, internet and radio which

includes the cost of making an ad, producing it and selling it to the different channels. This cost

is very high but the cost as per audience is less.

In store promotion includes giving out free samples, placement of the product on shelves,

recording the response of product directly and persuading the customer to buy the product there

and then. This will help the company to record and evaluate the responses. On the spot selling

will help the company to control and monitor the response of the customer and improve the first

time experience of the client. This will help the company to reduce the intangibles cost of

9




recording the direct response of the customer. The team will use the in store promotion and a

little of print media. The decisions have been improved by the brand manager and the fund is

allocated to proceed with the project.

A promotional activity as event sponsoring includes sponsoring and organizing different events

and educating the customers about the new product which is ready to drink Rooh Afza. The

events which Rooh Afza will sponsor will be social events, events for a cause and also events

like mother’s day, children day, earth day etc. A campaign is your overall plan for contacting and

staying in touch with targeted members of the media (reporters). You want to develop a media

relations campaign if it would benefit your company to be mentioned in newspaper, magazine or

TV broadcasts viewed by the target audience. Developing press releases , press kits and public

service announcements could be included in your media relations campaign. This will requireonly 3-5 days as revising the campaigning that Hamdard had already adopted.

1.2. F1.2. F EASIBILITYEASIBILITY STUDYSTUDY

Following is the feasibility report made in which in store promotion is chosen as the best option.

FF EASIBILITYEASIBILITY R R EPORTEPORT

1.1. DD ESIRABILITYESIRABILITY AA NALYSISNALYSIS OFOF THETHE AA VAILABLEVAILABLE OO PTIONSPTIONS ::

AA .. TTHEHE FOLLOWINGFOLLOWING TABLETABLE DELINEATESDELINEATES THETHE AVAILABLEAVAILABLE OPTIONSOPTIONS FOR FOR PROMOTIONALPROMOTIONAL CAMPAIGNCAMPAIGN OFOF READYREADY TOTO DRINK DRINK R R OOHOOH AAFZAFZA ..

Option Description

Advertising Print advertising such as that in programs for events, trade journals, magazines, newspapersAds on radioOutdoor advertising, such as billboards and

bus boards

Broadcast advertising on radio and TV (or Internet sites)

10

http://www.smallbusinessnotes.com/operating/marketing/gettingmentioned.html


http://www.smallbusinessnotes.com/operating/marketing/pressrelease.html

http://www.smallbusinessnotes.com/operating/marketing/presskit.html

http://www.smallbusinessnotes.com/operating/marketing/psas.html











Marketing Colleteral Ads in newspaper, brouchers,newslettersflyers

posters Promotional activities Sponsorships for special events (like fun runs)

Participation in community projects and boardsof directorsGive-aways (like caps and mugs with logo)Coupons and free samples

Conducting contestsMedia Relation Campaigns A campaign for contacting and staying in touch

with targeted members of the media (reporters).You want to develop a media relations campaign if

it would benefit your company to be mentioned in newspaper, magazine or TV broadcasts viewed byyour target audience. Developing press releases ,

press kits and public service announcements could be included in your media relations campaign.

BB .. TT HEHE FOLLOWINGFOLLOWING TABLETABLE SHOWSSHOWS THETHE PRIORITIZEDPRIORITIZED LISTLIST OFOF THETHE OPTIONOPTION GIVENGIVEN ABOVEABOVE ..

Option Priority ranking

Promotional activities 1 st priority

Advertising 2 nd priority

Marketing Colleteral 3 rd priority

Media Relation Campaigns 4 th priority

CC .. TT HEHE FOLLOWINGFOLLOWING TABLETABLE DELINEATESDELINEATES THETHE TARGETTARGET SOLUTIONSOLUTION CHARACTERISTICSCHARACTERISTICS OFOF THETHE ANALYSISANALYSIS PHASEPHASE CHOSENCHOSEN FOR FOR THETHE PROMOTIONALPROMOTIONAL CAMPAIGNCAMPAIGN ..

Characteristic Description

Time saving In store promotion is carried out as it is time saving

11














and electronic media captures more masses.

Record response The response of the customer can be recordedeffectively and the first experience can be molded infavor.

Cost effective Free samples will be given and this will introduce thecustomer with product so his trail phase will becomplete and positive.

Immediate change The responses are recorded so the changes in the product can be done and immediate steps can be takenso make the first experience good.

2.2. FF EASIBILITYEASIBILITY AA NALYSISNALYSIS OFOF OO PTIONSPTIONS BYBY OO RDER RDER OFOF DD ESIRABILITYESIRABILITY ::

AA .. TT HEHE FOLLOWINGFOLLOWING TABLETABLE SHOWSSHOWS THETHE BASICBASIC FEATUREFEATURE WHYWHY THETHE OPTIONSOPTIONS AREARE PRIORITIZEDPRIORITIZED ABOVEABOVE ..

Driving Requirement Description

Cost effective Electronic media has less cost per target customer

Larger audience Print media can convey send the message to a larger audience.

Social responsibility By event sponsoring the brand can be associated associal response.

Direct contact In store promotion has a benefit that there is directcontact with the customer.

BB .. TT HEHE TABLETABLE SHOWSSHOWS ANYANY CONSTRAINTCONSTRAINT TOTO BEBE FACEDFACED DURINGDURING THETHE PROMOTIONALPROMOTIONAL CAMPAIGNCAMPAIGN ..

Constraint Description

time The project has to be completed by 23 rd March, 2011

12




Human resource The human resource provided by Rooh Afza is not sufficient tocover all the three regions

Resources Rooh Afza will provide free samples and the printed brouchers, banners etc

cost Rooh Afza has provided the financial assistance but the cost isstill a constraint.

3.3. CC ONCLUSIONONCLUSION OFOF THETHE FEASIBILITYFEASIBILITY STUDYSTUDY ..

The following table gives an overview of ranking results along with how the ranking wasdetermined.

Option Ranking Reason

Promotional activities 1 Most cost effective

Advertising 2 Larger audience and attractive

Marketing Colleteral 3 Larger audience less cost

Media RelationCampaigns

4 Social responsibility

AA .. TT HEHE FOLLOWINGFOLLOWING TABLETABLE VERIFIESVERIFIES THATTHAT THETHE BESTBEST OPTIONOPTION ISIS FEASIBLEFEASIBLE BYBY INDICATINGINDICATING WHETHER WHETHER OR OR NOTNOT ITIT SATISFIESSATISFIES THETHE KNOWNKNOWN PROJECTPROJECT CONSTRAINTSCONSTRAINTS ..

Constraint Satisfied by Best Option?

Time gives positive results in less time

Human resource Human resource is limited but can be adjusted effectively.

Resource Rooh Afza will provide with the resources which will include freesamples, listed suppliers, outsourcing opportunities.

cost In store is the most cost effective

13




BB .. TT HEHE FOLLOWINGFOLLOWING TABLETABLE VERIFIESVERIFIES THATTHAT THETHE BESTBEST OPTIONOPTION ISIS FEASIBLEFEASIBLE BYBY INDICATINGINDICATING WHETHER WHETHER OR OR NOTNOT ITIT PROVIDESPROVIDES POSITIVEPOSITIVE RESPONSESRESPONSES TOTO KEYKEY GOGO //NONO --GOGO QUESTIONSQUESTIONS ..

Key Question Response

Bring awareness about ready to drink Rooh Afza. YES

Increase market share instantly. YES

Bring positive change in brand image. YES

Increase Revenues YES

Promotion campaign is cost effective YES

1.3. P1.3. P ROJECTROJECT CC HARTER HARTER

PROJECT CHARTER PURPOSE .

The main purpose of the project is to design a promotional plan of a newly designed product of

Hamdard i.e. Ready to Drink Roohafza. The promotional plan has to be effective in a way that

the target market is well acquainted with the idea of a new drink. This will further increase the

Rooh Afza’a share in the market because the consumers in Pakistan are familiar with the taste

of Roohafza and the product has max market share as compared to its competing drinks. This

promotional plan will be designed purposely to design advertisements (print and electronic),

free sampling promotions and event sponsoring, efficiently that the new product enters the

market with a bang and every one knows that now Roohafza is now available is drinking sizeas well (further causing their customer base to increase).

PP ROJECTROJECT OVERVIEWOVERVIEW ::

14




The aim of this project is to design an effective promotional plan by (assumed that this project

in commenced on 1 st February 2011) 23 rd March 2011. The need of such promotional plan

would be to have a launching ceremony with prepared advertisements (both print and

electronic) and promotional schemes. The ad making agency will be hired and the

requirements will be given to them for an electronic and print ad.

PP ROJECTROJECT SCOPESCOPE

Goals Objectives

The project will provide a welldesigned andeffectively functioning

promotional campaign.

1. To design a promotional plan before the

summers of 2011 (by 23 rd march, 2011) in major

cities of Pakistan, i.e. Lahore, Karachi, Islamabadand Quetta.

2. The promotional campaign will stay in action

for 6 months after being launched.

3. To capture the target consumers effectively

4. Refer to or list again relevant objectives from

the Marketing Objectives section of the marketing

plan and point out how the team will accomplish

them using the promotion plan .

5. To run an effective promotional plan that will

settle the new product in the market causing the

company’s customer base to increase.

6. Firstly promote through in store promotions

through free sampling and providing discounts.

7. At the same time ads of products running on

TV and radio

15

http://www.smallbusinessnotes.com/planning/marketingplan/marketplanobjectives.html

http://www.smallbusinessnotes.com/planning/marketingplan/marketplanobjectives.html




PP ROJECTROJECT DD ELIVERABLESELIVERABLES ::

Deliverable• This will be deployed in various stages that each will represent a milestone.

The Project Management Plan includes a Work Breakdown Structure andtimeline for the achievement of those milestones (each with significantimprovements and/or additional capabilities). The Project WBS will bedesigned with the specific time allotted to each, systematically so that the

promotional campaign is designed with in time. The final outcome of the project will be to commence in store promotion by 23 rd March, 2011 alongwith the ads successfully running on TV and radio with well designed Bill

boards.

PP ROJECTROJECT R R ISKSISKS

Hamdard has a strong customer base in Pakistan. But still due to the strong market base of competitor’s soft drinks and other juices, customers might be a little hesitant but this risk can beovercome by proper training of the sales person. Other than that Hamdard has no other threat of any competitor company to launch the same product before it. The consumers of Hamdard have

a developed taste of Roohafza so; the consumers will be well acquainted with the brand from thefirst hand so Hamdard does not have to face that much risk in introducing a product in market.

PP ROJECTROJECT TT EAMEAM OO RGANIZATIONRGANIZATION PP LANSLANS

Project Team Role Responsibilities

Project manager Lead the project

In store promotionmangers

To lead the sales personsfor their respective areas.

Sales RelationshipOfficer (trainer)

To train the sales persons(to deal with on the salesqueries)

Creative designer andevent organizer

Design ads and planlaunching ceremony (with

16




the outsourced ad agency)

1.4. A1.4. APPOINTPPOINT

PROJECTPROJECT

TEAMTEAM

The project manager has been appointed who is responsible for leading the team (from with in

the company), recording their performances, reporting to the brand manager, assess new options

and handle the print media. He will choose a team from his company and further hire any sales

men if required. For in store promotions management the team includes three associate

managers each will be responsible for one region of the city, which are inner city (androon

sheher), Gulberg and thokar niaz baig . Each associate manager will be supported by two

supervisors which will assist the associate manager in the task. The team operating in different

stores distributing the free samples and recording the responses is reporting to the manager.

DD IAGRAMIAGRAM

Project team hierarchy

17




In the diagram it can be seen that the project manager is leading the project and give the

feedback to the senior management thus being a connection among the team and the senior

management. The region managers are appointed and they have to monitor all the activities in

the region, the supply, the response of the customer, shelf placement also he will deal with the

store managers. The supervisors will be responsible for checking the workers and also give the

feedback about the customers and the workers to the region managers

Event organizer and creative manager will be outsourced.

Further for designing of ads the skills are not available with the Hamdard company employees

so they will outsource an ad agency which will further design an electronic ad for TV and anaudio ad for radio plus print ads for billboards and buntings.

1.5. S1.5. S ETET UPUP PROJECTPROJECT OFFICEOFFICE

The office for carrying out the project will be on the following grounds

18






Phase review is done in order to maintain a check list that all the tasks which are to be done in a

phase are completed the phase review of initiation phase of the project.

II NITIATIONNITIATION PHASEPHASE CHECKLISTCHECKLIST

Develop Business case

Perform Feasibility Study

Establish Project Charter

Appoint Project Team

Setup Project Office

20




2. PLANNING

21




2.1. D2.1. D EVELOPEVELOP PROJECTPROJECT PLANPLAN : WBS: WBS




Promotional Plan .1.

WBS

1.1

Advertising

1.2

MarketingCollateral

1.3

PromotionalActivities

1.4

Media Relations Campaigns

1.5

Laun chingCeremony

TV ad

Radio ad

Bill boards

& Busboards

Designing of Brouchers

Designing

of posters

Sponsorship

Pressreleases

Chief Guests

Mediapresence

List of

Guests

Venue

Contests

Coupons

Free samples

Give-away’s

http://www.smallbusinessnotes.com/operating/marketing/publicrelations.html






WW ORK ORK BBREAK REAK DOWNDOWN EE XPLANATIONXPLANATION ::

1.1 & 1.2 : The appointments with the ad agency will be made (the same ad agency that Hamdard

had been outsourcing for its other products). The format will be discussed of the ad (the type of

ad). The requirements will be outlines. There will be weekly meetings with the agency to work on the proceedings of the ad being made. The print ads will be designed after the TV ad has been

made. The circulation of print ad will be finalized and the frequency of ads on TV and radio will

be finalized too!

The time line given to agency to work on it is 1 month .

This includes print ads plus the audio video ads.

The Billboards and bus boards design and printing will be undertaken by the agencyunder the team’s acceptance.

The newspapers and magazines in which the ads will be printed will be selected and

approached.

The radio stations will be selected and the frequency of their relation will be selected.

Daewoo and New khan bus service will be selected for bus printing boards.

Free coupons of the Ready to drink Roohafza will be designed, i.e. buy any product

of Hamdard with 20% discount.

There will be two billboards in every selected city and 10 launching ceremony

banners in commercial zones of each city.

Pamphlets will be distributed on traffic signals and commercial zones.

Contests of lucky draw will be designed, i.e. 2 lucky cash draws of Rs50000 each

1.3: the promotional activities will be designed by the project teams along with the creative

manager outsourced. Free sample designs will be formulated and the events will be pipelined

that are too be sponsored keeping in mind the marketing objectives. In store promotions will be

promoted and in the end some users contests will be designed only on sponsored events. This all

24




will be worked till 20 th Feb, with the mugs, writing pads, key chains, pens and T-shirts designed

and printed with Roohafza Ready to drink logos as souvenirs.

1.4 : A campaign is your overall plan for contacting and staying in touch with targeted members

of the media (reporters). You want to develop a media relations campaign if it would benefit

your company to be mentioned in newspaper, magazine or TV broadcasts viewed by the target

audience. Developing press releases , press kits and public service announcements could be

included in your media relations campaign. This will require only 3-5 days as revising the

campaigning that Hamdard had already adopted.

1.5 The launching of the new product will be designed by the event organizer hired for this

purpose. The venue options will be considered and selected. The chief of guest (film actor or any

sports model) that will be the face of the product will be decided and the bookings and

organizing will commence from day one and designing will move along with the formation of

ads till the launching date.

2.2. D2.2. D EVELOPEVELOP RESOURCERESOURCE PLANPLAN ::

LL ABOUR ABOUR :: the team of this project is mostly the Hamdard employees. 30 sale persons are hired,

who are trained to perform in store promotions. The ad agency is outsourced. The eventorganizer and creative managers will be outsourced. And the pamphlet distribution and banners

setup labour will be hired in daily basis pay style.

EE QUIPMENTQUIPMENT : there is no expense of office as the team is using their own offices in Hamdard

Company. The creative manager hired will be given a desk and a computer with internet facility.

MM ATERIALATERIAL :: the only material required is for the designing of giveaways that includes

• T-shirts

• Mugs

• Caps

• Pens

25












• Writing pads

• Key-chains

The company “Pronto promo” is hired for printing of company’s logo on every giveaway. 1000

Each give away will be bought and further printed.

26




2.3. D2.3. D EVELOPEVELOP FINANCIALFINANCIAL PLANPLAN

EEXPENSESXPENSES R R UPEESUPEES

Advertising costs

TV and Radio ad making 3000,000

Ad agency charges (designing costs)

Print ads (mags and newspapers) 200,000

Bus prints 250,000

Billboards 200,000

Pamphlets 60,000

Flyers 25,000

Brouchers 30,000

Posters 60,000

TV ads running costs (for 6 months) 1000,000

Audio ads running cost on radio 200,000

Print ads in newspaper and magazines, publishing cost 500,000

Total cost of ad designing 5,525,000

Printing Ads application costs

Bill boards

(6(Qt) x Rs60,000(rent for 6months)+ Rs 150,000(printing +material)) 510,000

Bus ad printing

(20(Qt) x Rs 60,000(rent for 6 months) + Rs 30,000(printing+material)) 1,230,000

27




Pamphlets (25000(qt) x Rs 16per unit+material) 400,000

Flyers (25000(qt) x Rs 10per unit+material) 250,000

Brouchers (25000(qt) x Rs 16per unit+material) 400,000

Posters (10,000(qt) x Rs25/unit+material) 250,000

Total costs of printing 3040,000

Labour costs

Project manager salary (For 6 months x Rs80000) 480,000

3 associate manager’s salary (Rs30,000 * 3 for 6 months) 540,000

2 supervisors’ salary (6months x Rs20,000) 240,000

30 sales persons (30*Rs4000/month salary * 6 months) 720,000

Event organizer salary (Rs35000/month * 6 months) 210,000

Creative Designer (hired for 2 months* Rs35000/month) 70,000

30 Pamphlets distributor (salary Rs800/day x 10 days=Rs8000/month) *30 240,000

Total labour costs 2500,000

Free coupons cost(3000(qt)* Rs10/unit(printing)) 30,000

20% discount on coupons cost(that company has to bear) 500,000

Launching ceremony

Venue rent 600,000

Catering +sitting 1500,000

Souvenirs cost (special small roohafza bottles=5000(qt)*Rs50/unit ) 250,000

Décor 500,000

28




Total ceremony cost 2850,000

Free sampling 200,000

Contest(lucky draw) (2*50000) 100,000

Staff lunch 100,000

Equipment (2pc and desk office=2*40000+20000) 100,000

Give aways

T-shirts(500(qt)*printing cost Rs80 (including material)/ unit) 40,000

Mugs(500(qt)*printing cost Rs60 (including material) /unit) 30,000

Pens(500(qt)*printing cost Rs10 (including material) /unit) 5000

Writing pads(500(qt)*printing cost Rs100 (including material) /unit) 50,000

Key chains (500(qt)*printing cost Rs60 (including material) /unit) 30,000

Total give away cost 155,000

Sponsoring events 250,000

TOTAL (budgeted) 15,350,000

The above financial plan is a budget of expenses that can occur. The total cost of advertising is

basically the major chunk of promotional plan. The total cost of labour equipment, labour and

material is quantified as an expense schedule as given above, providing the project manager an

understanding of the forecast made and will be compared with the actual expenses through out

the execution of plan.

29




2.4. Q2.4. Q UALITYUALITY PP LANLAN

The quality plan of the marketing of ready to drink Rooh Afza should include that how the

project team is going to ensure the results of the techniques used along with their effectiveness.The parent company whose product is Rooh Afza wants the product to be known instantly

among the target market and the sales should start also the social responsibility of the company

should be visible as the brand image suggests. The brand Rooh Afza is already quite famous in

the market with only one major competitor Jam e Shirin and with this new product in the existing

product line will help the company gain a competitive edge over other brands.

The report which the project team will submit to the company will ensure the following:

• The quality of this project is that the marketing campaign is very effective and the new

product is an instant hit so when the product is launched formally in the market the target

market is not alien to the features of the product.

• The company has set some targets to be met as the company will start measuring the

effectiveness of the campaign after the 23 rd March, 2011 time allocated to the project

team.

• The quality targets are being fulfilled which include:

1. Awareness of the drink to the customers will increase.

2. Increased sales of ready to drink Rooh Afza by 5% at monthly basis.

2.4.1.2.4.1. QQ UALITYUALITY AA SSURANCESSURANCE PP LANLAN

The project team has chosen the in store marketing technique and the print media advertisement

for this project. The team will ensure quality by the following methods

30




• The customer responses will be collected that will assure the level of effectiveness

of the Quality of advertising campaign.

• The best mode of this data collection would be through the free sampling in

stores.

• The sales volume information at monthly basis would be collected to ensure the

trend.

• Attractive shelf placement will be allocated to ready to drink Rooh Afza in the

stores.

• The ads will be placed in the newspaper and in weekly magazines.

• All the procedures and results will be documented and then will be given to Rooh

Afza at the completion of the project.

2.4.2. Quality Control Plan

The staffs who are assigned duties in the stores to record the response are properly trained so

they can communicate with the customers effectively and also they can record the data collected

which is the most important thing in the whole process of in store promotion of ready to drink

Rooh Afza. Different statistical techniques will be used in order to analyze the data and so if the

means of promotion are proving to be ineffective immediate steps should be taken so there is no

wastage of resources especially time. The team will submit weekly reports to the senior

31




management and so they can see the results and if they are unsatisfied with any of the plan on

hand immediate changes can be made.

2.5. D2.5. D EVELOPEVELOP RISK RISK PLANPLAN

The foreseeable project risks with which the team may encounter are:

• UUNFAVORABLENFAVORABLE RESPONSESRESPONSES FROMFROM THETHE CUSTOMERSCUSTOMERS

If the customers will give unfavorable responses then, the personnel dealing with them in stores

should be knowledgeable and skilled and be able to handle the customers tactfully, and also they

should be able to answer the queries if any.

•• UUNABLENABLE TOTO RECORDRECORD THETHE RESPONSESRESPONSES OFOF THETHE CUSTOMER CUSTOMER

The personnel should not conceal the responses and should be trained to adequately record the

responses and to communicate them to the team.

•• II NEFFECTIVENEFFECTIVE MEDIUMMEDIUM USEUSE BYBY THETHE TEAMTEAM TOTO INTRODUCEINTRODUCE THETHE PRODUCTPRODUCT

If the medium will not reap the desired results then the tam can move on to the new option which

is to use electronic media, and should focus on it.

32




• TT HEHE PRODUCTPRODUCT ISIS NOTNOT ACCEPTABLEACCEPTABLE BYBY THETHE CUSTOMER CUSTOMER ANDAND THUSTHUS WILLWILL NOTNOT HELPHELP THETHE COMPANYCOMPANY TOTO

GAINGAIN THETHE COMPETITIVECOMPETITIVE EDGEEDGE ..

The company already has different successful product in the same range and exported to other

countries. So introducing a new product in the same range is not very risky. And if the productwill not be acceptable by the customer then the company has the enough profits and revenue to

cover the costs. The company already has a competitive edge because of its product Jam-e-

Shireen and thus introducing a new product, in an instant version under the name of Rooh Afza

will capture the market and will not new to the market.

2.6. D2.6. D EVELOPEVELOP AA CCEPTANCECCEPTANCE PP LANLAN

As the project team is an internal team so the senior management is the client. The team will be

given weekly reports to the management so they can monitor the progress and the effectiveness

of the marketing campaign can be measured properly. The deliverable is only that the end

customer are aware of the product and they are ready to buy it also if they have any suggestions

it should be passed on to the manufacturing and the research and development department so that

the product is considered to be customized i.e. people can see that the product is altered

according to their own needs.

The basic deliverable which is to be accepted by the senior management is about an attractive

and cost effective promotional campaign of ready to drink Rooh Afza.

This includes an ad campaign which would be attractive enough to grasp the customer attention

and is able to not only retain the brand rather compels it and giving a reason to buy ready to

drink Rooh Afza.

33




This also include all the information regarding the customer responses on the product, which will

ensure Rooh Afza the success of their product and its shortcoming along with the effectiveness

of the ad campaign, i.e. the number of people responses –obviously they were aware of the brand

and have used it (sales) before giving responses.

We will provide the company with survey results of sales and awareness of the drink to Rooh

Afza.

2.7. D2.7. D EVELOPEVELOP COMMUNICATIONCOMMUNICATION PLANPLAN

As the only stakeholder involved in this project is the company itself. The communication means

are already well defined that there will be no possibility of communication gap. The team will

report on weekly basis to the senior management, and also on special occasions if any. The

report will be given to the management on weekly basis which will include the responses of the

customers, their queries, suggestions, and the responses will be recorded in properly statistically

tabulated form and graphically represented which will help grasping of the subject matter more

easily for the management. The suggestions and the changes the customer wants to see in the product will be forwarded to research and development (R &D) department, who will make sure

to incorporate the changes.

34




2.8. D2.8. D EVELOPEVELOP PROCUREMENTPROCUREMENT PLANPLAN

The team will be doing the promotion of the product of its own. The team is integrated within theorganization so there will no need of outsourcing. Only the printing and the placement of the

banners will be outsourced which will also include the newspapers on which the ads will be

given. As the company already has a channel of promoting the products which includes ads in

the newspapers and the printing of banners, so the same channels will be used so as to reduce

cost. The ads to print and to be given in newspapers will be designed by the team.

2.9. C2.9. C ONTRACTONTRACT SUPPLIERSSUPPLIERS

There are no suppliers involved in this project. The company will provide the team with free

samples to be distributed to the customer in different store locations. Other than this no other

suppliers are required. If the team requires any further information regarding the task on hand the

team can ask then senior management for help as the company has a fully developed marketing

department.

2.10. PHASE REVIEW of planning phase

Phase review is done in order to maintain a check list that all the tasks which are to be done in a

phase are completed the phase review of planning phase of the project.

Planning Phase Checklist

Develop Project Plan

35




Develop Resource Plan

Develop Financial Plan

Develop Quality Plan

Develop Risk Plan

Develop Acceptance Plan

Develop Communications Plan

Develop Procurement Plan

Contract Suppliers

CC ONCLUSIONONCLUSION

36




After planning phase proposes all the cost time and quality management bases to further executethe plan. The cost time and quality will be compared side by side as the projects moves towardsits closure stage. The project will be monitored and controlled according to the planning’s done.

The cost, time, quality, risk, issue, procurement, acceptance and communication managementwill be under taken by the team. The project manager will monitor and further improvise the

project if any risk occurs.

Reference

37




1. www.hamdard.com.pk/afza.html

2. en.wikipedia.org/wiki/Rooh_Afza

3. http://www.hamdard.com/hotproducts.php

4. www.smallbusinessnotes.com/marketing-your.../promotion- plan .html

5. sce.uhcl.edu/whiteta/sdp/ feasibilityReportTemplate .doc

http://www.hamdard.com.pk/afza.html


http://www.hamdard.com/hotproducts.php

http://www.smallbusinessnotes.com/marketing-your.../promotion-plan.html





http://www.hamdard.com/hotproducts.php


Documents

Copy of project management...final project.... promotional plan