Etp Project

7/31/2019 Etp Project

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National University of Modern Languages

Submitted to:Mr. Muhammad Asghar

Submitted by:Farrukh JavedZia-ur-RehmanHasseeb-ur-RehmanOmer EjazWaqas Aslam


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Introduction

Now a days Gastro diseases are at an increase in Pakistan, more over due to changing climatic

conditions and global warming tenure of hot weather in Pakistan has increased to 8 months. Its a

matter of fact that 14 to 22% of the total population is victim of gastro daises. HOWFZ afteridentifying aforementioned problem has decided to launch a nutritious and healthy drink name

Chill Bill.

Chill Bill is an English word which means in a state of relaxation thats also representing ourProduct which mainly is combination of herbs i.e. Psyllium husk and cool seed. Its a flavoredessence or milk containing Psyllium Husk and cool seed in it. The consumer after taking it daily

are expected to remain fit and in state of relaxation. This product will mainly address gastro

problems and guard against adverse heat effects on human body during summer season. Thisproject surely offers an enormous amount of entrepreneurial opportunity. We are grasping this

occasion by providing customer an ease by giving them a readily available healthy drink whichnot only will keep them fit but will also help in avoiding dieses.

HOWFZ is providing totally new product in the market according to the customers needs andwants.

We are providing values to our customers and in return getting value for our company as ourmission statement is take a Chill Bill

Our focus is to target all segment of the society. Market segmentation will help HOWFZ to

identify large market segmentation by converting it into smaller segments that can reached moreefficiently and effectively with products & services that match the needs of our customers.

Brands are more just names & symbols. They are one of the key elements in the companys

relationships with consumers. Brands represent consumers perceptions & feelings about a product

and its performance. Brand exists in the minds of consumers for e.g. Coke, Pepsi, Tide; HarleyDavidson etc are not only famous for its unique benefits or reliable services but are also famous for

having deep connections with customers.

Business Plan


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The Opportunity

We are looking to grasp the opportunity and fill the gap where our huge industry is not paying anyheat. Studies conducted in Pakistan have shown that the percentage of chronic gastric diseases

ranges from 14% to 22%. We have got an excellent idea which not only will enhance the sales of

your products but also will bring a good name to the organization. We also have solution to

counter the heat effects from human body. Our healthy drink CHILL BILL containing huskthat effectively can cure chronic constipation, intense thrust, irregular bowel movements ,piles

,gastric ulcers ,acidity and obesity. Moreover as we all know that summer season in Pakistan

remains

The description of the business

Opportunities

low Cost

multipurpose

drink

Customers

Satisfaction

Easy to

Access


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The company was officially initiated with the aim of producing natural dietary supplements in amodern and scientific manner so that the age old prescriptions and remedies reach public in a

ready to use form without disturbing their efficacy and natural goodness.

Our preparations are based on years of pain taking research and development prepared in hygienic

and environment friendly conditions employing the most modern machinery, the most effective

production means, and the most capable human resource to emerge as a high quality and safeproducts for public use.

Our business is of developing an effective multipurpose drink Chill Bill, which not only willaddress the common gastric health problems but also will effectively counter the adverse heat

effects. More over it is also in line with modern social culture of Pakistan which stress the

importance and usefulness of organic foods.

How the proposed business fulfills the needs

We provide our customers with the facility that keeps them healthy and fit without having any side

effects. Customers, Retailers and whole seller will be connected online through internet placeorders for the drink (minimum Prescribed Quantity) which will be delivered at their respectiveplaces. The backup of every order will be kept reserve by us in our record. It saves time as no one

has spare time from their busy schedule to go and find the desire product.

Company background

The top management of HOWFZ consists of five members our CEO Farrukh javed student of

National University of Modern Languages had a unique idea of introducing this product. He shared

this idea with his team which was approved by the team with little changes.Haseeb due to hisexpertise and interest in I.T has been appointed as I.T Director. Zia ur rehman has some interest in

HRM so she was appointed as the HRM Director. Omer by virtue of his interest has beenappointed as Director of Marketing. Waqas will be dealing with Finances as Director Finance.

VISION

Our Vision is to have a progressive business with strong brand equity, enhancing value for all thestakeholders through excellence in performance and good governess

MISSION

To give our customer happy and healthy life by keeping them fighting fit through our energydrink CHILL BILL and in return get core customer value by winning their loyalty


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Business Objectives

To become the market leader.

To grab maximum market share.

To built sustainable competitive edge.

To maximize our first movers advantage.

To built high credibility in the market.

To create unique job opportunities for fresh generation.

To gather the capable human resource on one platform.


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Identifying Trends / Demand Forecast

Our business cycle starts from identifying trends of our products to the customers in the market.

Need identification includes two things concept testing and usability testing for demand

forecasting.

Concept Testing

In concept testing we got the ideas of our potential customers through a questioner and perceived

that there is a good demand of our products in the market.

Usability Testing

For usability testing we got some samples of our drink tested from potential customers who

responded in positive manners.

Inbound Logistics

Psyllium Husk: will procure processed Psyllium Husk from METRO at verycheaper rates.

Cool seed: Will be procured from Pakistan Grocery

Milk will be acquired from different cattle farms of Lahore and surrounding areas

Flavored essence will be prepared in our factory directly.

TARGET MARKET

The target market is a set of consumers who are basically health conscious and seek quality naturalproducts to safeguard their health concerns. The target market of Marhaba Ispaghol husk can be

characterized as below:

Families (members from an age of 15 onwards) of urban population

Belong to the A, B+ & B of socio-economic class

Educated

Concerned about their health and preferring quality natural products

Market Segmentation

Market segmentation will help HOWZF to identify large market segmentation by converting it into

smaller segments that can be reached more efficiently and effectively with products & services that

match the needs of our customers.


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We would be focusing on following variables for market segmentation:

Geographic Segmentation

Dividing a market into different geographical units such as nations, states, regions, countries, cities

or neighborhoods is known as market segmentation. HOWFZ would be focusing on geographic

segmentation as we are introducing the product only in the parameters of Lahore for the first year.

Demographic segmentation

Demographic segmentation would be helpful for HOWFZ in dividing the market based onvariables such as age, gender, family size, Family income, occupation, Education, religion, race,

generation, and nationality.

Psychographic Segmentation

On the bass of psychographic Chill Bill is segmented among the social class as follow:

Social Class

Upper Class

Middle Class

Lower Class


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Competitive Analysis Grid

Competitive analysis grid is a tool for organizing the information a firm collects about its

competitor.

Name Chill Bill Marhaba Hashmi Serne

Product Features We are offeringreadily available

Flavored essence

mixed with

Psyllium Huskand cool seed,

which is one of its

own kinds.

MarketLeader

Superior

quality of the

productwhich has a

value to the

customers

MarketFollower

leaving behind

big names like

Qarshi.

At 3rd

Numberin the market

and gradually

increasing its

share in themarket.

Brand Name

Recognition

Chill Bill

Stay Green

Marhaba

Ispaghol

Do ChamachRozana Sehat

Ka Khazana

Hashmi

Ispaghol

Daily lo fitraho

Serne

Purity hi

Quality hai

Access to

distribution

Channels

Whole sellers&

Retailers

Whole sellers&

Retailers

Whole sellers&

Retailers

Whole sellers&

Retailers

Quality of Products High High High Medium

Ease of use Yes Yes Yes Yes

Price Low Medium Medium Medium

Marketing Support Advertising &

Promotionalcampaigns

Advertising&


Advertising &


Advertising &



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Chill Bill is at the Question mark box, as its a new business but as we all know that trend offitness and organic foods are at the rise among all segments of life, therefore there are likely

chances of success.

Aforementioned being an innovative product Chill Bill is likely to earn the big Market share,

however time is going to tell its future location Quadrant.

Pricing Strategy

In the current era companies are playing with the price. Price is the only factor which can generate

revenue. So this is very necessary to make effective pricing strategies to compete in the market inlong run. The HOWFZ will introduce its product CHILL BILL to market with a bit high pricing

because we are launching a totally new and innovative product which is likely to be appreciated by

the consumers. Subsequently we will be reducing the price when costumers will become brand

loyal and we will achieve economies of scale with an increase in production.

List price

250ML 25/-

500ML 45/-

1.5ML 120/-

Revised BCG Matrix

Maintain & Support Divest


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Discount

Discount is not available for customer.

Allowances

Different allowances will be given to the retailers. Like different schemes.

Payment Period

Our payment period is maximum 15 days for our wholesalers. Otherwise we be take back our

product from those people.

Channels of Distribution

In our business model it is mentioned that we will sell or product through whole sellers, retailers

and even directly to consumers provided they ask for least minimum quantity set by our company.


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Coverage

In first year we will cover all the area of Lahore.

Location

Our outlet will be in every famous place of Lahore.

Inventory

Our sale manager are sale team will be check the inventory at the stores and keep the check and

balance.

Transportation

We will be use the different vehicles to deliver our product like pcup, shazoor, trucks.

PROMOTIONAL

Promotion strategy is the heart of our marketing plan. It helps us to communicate to our targetmarket to obtain our sales projections.

Promotional Strategy and advertising

HOWFZ will follow PULL Strategy by running a heavy promotional campaign to give our target

market a happy learning in a different ways. Once people get well aware of the importance of our

product specification, they will demand the product themselves, which makes our company to

enhance the sales of the product.


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Our promotions and advertisement instruments include:

Billboards

Business cards

Bus boards/shelters

Newspapers Internet - Banner advertising

Magazines

Personal selling

Radio

Signs board

Television (cable TV)

Campaigns in school, colleges and universities

Personal selling

We will hire the staff and run the compain door to door and give the awareness to the customer

from our product.

Public relation

We will make the direct relation from public. And ask the question about our product.

Forecasting

Part of CHILL BILL BRAND

Our survey covers

Market sizes

Value and volume sales in Retail and Manufacturer prices

Data on distributor/wholesaler and retailer mark-ups

Retail distribution breakdowns by product category

Company and brand value shares

Forecasts to 2014


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26% domestic share, 30 core brands + own label

130 new each year

200 staff, 80m turnover, over 60m profit

Markethighly established with it

11.3 million barrels, underlying growth 4% per annum

70% of volume from 3 brewers(producer)

53,000 outlets, but 4 store groups (1700 stores) = 30%

Take Home 31% ,market69%

Criticality of Forecasts

Sales & Operations Planning - total beer business - 2 yr.

All aspects of planning - sales, marketing, finance, supply...

Pricing and promotional activity - 60% sold on promotion

Impacts on service, stock, waste, efficiency, profit

On-trade stable, off-trade highly volatile

Wholesale, specialists, convenience...

Price and promotional offers,

In-store display and feature, events, weather, competitors..

Promiscuous(loose), elastic market

Highly seasonal


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OPERATIONAL PLAN

Method of production and service delivery

Our method of production is that we will be getting raw material from suppliers, prepare/pack the

drink in our Factory, and then we will be further sending it to wholesalers and retailers till it

reaches the consumers.

Steps in Selling Process

Following are some of the steps ARSH would be following to sell its products to prospective

customers.

Prospecting & Qualifying

The first step in the selling process that HOWFZ would be following is prospecting which would

be that we will be identifying the qualified potential customers who will be buying & using ourproducts. Our salespeople will be asking prospecting customers for referrals & cultivate other

referral sources. There is also a great need to know how to qualify leads that would be done for

identifying the good ones & screen out the poor ones.

1 Prospecting and qualifing

2 Pre Approach

3 Approach

4 Presentation and Demonstration

5 Handling Objections

6

Closing

7 Follow-Up


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Reproach

As we know the best seller is one who has done homework on its patrons. This is what pre

approach strategy and we would be giving training to our sales persons in way that when they meet

their customers they know what they want.

Approach

During the approach step, HOWFZ would be focusing on giving the sales person the training of

how to meet and greet the buyer and get a good relationship start which would include:-

Appearance of the salesperson

Opening ones

Remarks

Presentation and demonstration

This step would be consisting of the way our salesperson tells the product story to the buyer,highlighting the benefits it would be providing to its customer

The HOWFZ would be focusing on to create value for its products would be

Good listening

Empathy

Honesty

Dependability

Thoroughness

Follow through

HANDLING OBJECTIONS

This would include about handling all the misconceptions that buyer have regarding thatproducts, accordingly HOWFZ would be arranging proper training program to give knowledge to

its employees about the products to handle any queries regarding it.

ClosingClosing is somewhat very important part of selling and HOWFZ knows that, for this thosecandidates would be preferred who are confident enough to click the sale and get the order from

prospective customer.

Follow upHOWFZ in last step will follow up and get after sales feed back in order to ensure customer

satisfaction and achieve core customer value.


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Quality Control

The aim of HOWFZ is to follow the product concept which shows that the HOWFZ is very

particular and do not compromise on quality of its product. We have the different level onchecking the quality. Our aim is to provide the best quality to our customer. In terms of quality

control the Company is relying on the following approach:

Quality Level

Ability of the product to perform its functions is performance quality. HOWFZ focuses on quality

levels as it supports its position in the market e.g. HOWFZ will be offering various types of flavors

in its drinks to cater all levels of consumer market.

Quality Consistency

HOWFZ relies on quality consistency as this product is free from defects and is consistent in

delivering a targeted level of performance.

Technology Utilization

Manufacturing Process:

The HOWFZ are committed to manufacture our products with utmost care and with quality at toppriority which makes it the world leader in soft drink industry. Following is an over view of the

stringent processes adopted in manufacturing before our quality product reaches finally toour proud consumers.

Water Treatment:

The company at HOWFZ Varanasi follows a batch treatment process for water treatment whichincludes coagulation & flocculation. The method ensures disinfection and setting of all macro

impurities and thereafter it is passed to sand, carbon filters to remove off odor, off color, off taste& thus it is strictly bought in line with the WHO requirements. We are also using state of the art

micron filtration process where the water is filtered up to the extent of 1 micron before it is fed to

the process.

This extensive treatment of water under strict monitoring & sampling for quality leads to

pure hygienic water with the highest quality meeting the Chill Bill standards.

Syrup Preparation:

HOWFZ uses the highest quality of sugar which is controlled & ensured by itsstringent prepaid standards, which serves as the strict criteria before


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acceptance of a lot. To ensure high quality of syrup, it is subjected to hot treatment wherein it isgiven a contact time with hyflo and carbon at elevated temperatures. It is then passes through a

filter press which removes the carbon particles and other impurities before it declared fit forConcentrate mixing. In the ready syrup tank the predefined quantity of Concentrate is

mixed to the simple syrup in very strict hygienic conditions to yield final syrup.

Container Washing:

Container washing has been identified as one of the major critical control point in the

entire manufacturing process & thats the reason that company has laid some of the very

stringent & foolproof systems which ensures Chill Bill product to be of the highest quality &

reflects our commitment towards delivering the best in class product to the consumers.

The bottles received from the market are loaded on the conveyor by the uncasing machine andthe arrays of unwashed bottles passes through the four prewash inspection, stations whichensures removal of rusty neck bottle excessively dirty bottles, bottles carrying foreign

matter, foreign bottles. And thus the good bottles posses into the bottle washing machine

which uses intensive mechanical & chemical processes to clean and disinfect the bottlesthoroughly and ensure that the bottles to be ready for filling. However as an additional

safety, there is again a post wash inspection station comprising of 4 sub stations, which

ensures removal of the chip necked bottles & suspected bottles from the lot. Thus the

bottles are subjected to series of stringent inspections before it is fed to the filler for filling.

Specifications. It is carried out by an Italian MachineMOJONNIER.

Filling & Crowning:

The chilled carbonated beverage fed by the MOJONNIER is filled into the bottles through

a rotary machine named FILLER. The bottles are immediately crowned by crowner(adjacent to the filler ) and thereafter the bottles passes through the Date Coding machine which

enable the consumer to be 100 percent sure of consuming a perfectly safe & fresh product.

Final Inspection:

After date coding, there is once again a final inspection station where light inspectors remove alllow or high filled bottles and permit only the saleable product to pass through for casing to the

caser machine.

Managing the waste water:

Production lines generate waste water from bottle washers, Syrup & Filler rooms. Entire waste

water generated is treated at Waste Water Treatment Plant and discharged through an 800 meters

long pipeline specially laid to discharge treated waste water away from inhabited areas. Part of this

water is being used for gardening purposes within the plant premises.


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CUSTOMER SUPPORT

Customer Support Strategies

HOWFZ would be following these simple rules that would surely support are product to be a bigsuccess

Make monitoring Integral to training

HOWFZ will provide training to its employees and monitor them that how are they performing.

More training will result in more confidence which ultimately will result in fulfillment of

costumers needs and demands.

Making product delivery uniform across all distribution areas

HOWFZ will be focusing on providing its customers same delivery services at every nook and

corner of the city.

Explaining real business needs to partners

It becomes immediately clear that a lack of communication between many organizations & their

partners has forced heavily into climate disenchantment. So HOWFZ has planned to keep its all

partners up to date for a successful business.

Giving customer priority as no 1

Our mission statement is to give value to customer and in return get their loyalty. So HOWFZ

will never try losing focus on its customers and try to make thing better and maintain its standards.


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Customer Support Obligations

For HOWFZ Customer are the reason of our business it is our aim to ensure that the customers

enjoy the highest level of satisfaction from use of our reliable product. To fulfill this obligation

towards its customers HOWFZ will provide easy access to its customers to get the most reliable,quality and assured product in town. HOWFZ will receive feedback from its customers relating to

its product and we will try its best to maintain the quality of the product. We will also be making

surveys time to time through questionnaires to improve our product these will promote the

strategies that will help strengthen customer relationship and build customer loyalty.


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QUESTIONNAIRE

Name ________________________ Address_______________________________________________

Phone ________________________ _______________________________________________

1) Gender

Male

Female2) What age groups do you belong too?

13-18

18-25

Above 253) Is todays youth conscious about their Health?

Yes

No

Depends4) How frequently do you take soft or energy drinks?

Excessive

Often

Moderate

Less

Not at all5) Which flavors you like the most?

Mint

Orange

Mango Lemon

6) How frequent would you like to have carbonated drinks?

Often

Moderate

Less

Not at all7) What do you mostly take for gastric problem?

Medicine

Lime water

Ispaghol

Hajmola

Soda water8) What do you prefer in a drink?

Price

Brand

Quality

Nutrition facts


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9) What do you think now a day is lacking in soft drinks?

Taste

Quality

Hygiene

Affordable prices

Nothing10) If we fulfill your desired needs under your disposable income in a drink will you buy it?

Definitely

Probably

Might be11)If we launch our innovative health drink which includes husk and cool seeds simultaneously

would you buy it?

Definitely

May be

May not be

Not at all

12)Does price really matters in taking drinks? 50 %

60 %

75 %

85 %13)According to you, which place is more convenient to you for buying this drinks?

14)I understand the features of drinks well enough to evaluate the brands.

Strongly agree

Agree

Neutral

Disagree

Strongly disagree15)I have a preference for one or more brands in the soft drinks class.

Strongly agree

Agree

Neutral

Disagree

Strongly disagree16)Soft drinks are a product which I dont take at all.

Strongly agree

Agree

Neutral

Disagree

Strongly disagree


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17)I usually purchase the same brand within the soft drink class.

Strongly agree

Agree

Neutral

Disagree

Strongly disagree18)If I received information that was contrary to my preferred soft drink, I would still keep mypreferred brand.

Strongly agree

Agree

Neutral

Disagree

Strongly disagree19)If my preferred brand of soft drink is not available at the store, it makes little difference to me

if I must choose another brand.

Strongly agree

Agree Neutral

Disagree

Strongly disagree

19) My preferred brand of soft drink helps me attain the type of life I strive for.

Agree

Strongly agree

Neutral

Disagree

Strongly disagree

20) This soft drink helps me express the I and within myself.

Strongly agree

Agree

Neutral

Disagree

Strongly disagree

21)I definitely have a wanting for soft drinks.

Strongly agree Agree

Neutral

Disagree

Strongly disagree


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22) Most of the brands of soft drink are all alike.

Strongly agree

Agree

Neutral

Disagree

Strongly disagree

23) What do you think we can do best than our competitors?

24) Your Suggestions

We conducted a survey using the most appropriate tool i.e. the questionnaires in which we askedcustomers if concept of customization introduced in the market, would they like to but that

innovative product or not. For this purpose we used a sample size of 100 and response we got is

shown bellow graphically.

Willing, 72%

May be,10%

Not Willing,

18%

Feedback

Willing May be Not Willing

Documents

Etp Project