Marketing product launch on orange juice

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1: IHSAN ULLAH KHAN 14-Arid-3800 2: USMAN HAMEED 14-Arid-3918 3: WAQAR AHMAD NASIR 14-Arid-3919 4: Muhammad ADNAN 14-Arid-3834

Transcript of Marketing product launch on orange juice

Page 1: Marketing product launch on orange juice

1: IHSAN ULLAH KHAN14-Arid-3800

2: USMAN HAMEED14-Arid-3918

3: WAQAR AHMAD NASIR14-Arid-3919

4: Muhammad ADNAN 14-Arid-3834

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“STRESS KO

KARO DOOR

PIYO Aridian

ORANGE

JUICE”

PRODUCT NAME & TAGLINE

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MISSION & VISION

Mission• Establish Aridian Orange juice as

the local leading source of healthy energy in the form of freshly juices.

VISION • Explore all over the Pakistan from

fresh juices, providing for all their needs always with the assurance of outstanding quality .

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• Become as the Best New Juice Shop in the Pakistan.

• Improving the customer satisfaction through the good quality of products.

• Turn in profits from the first year of operations.

• The creation of unique, innovative and healthy product that will differentiate Aridian Orange Juice from local juice shops.

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Boston Consulting Group Matrix (BCG)

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QUESTION MARK:• Our product Aridian Orange Juice belongs to question

mark,Because of the emergence of different healthy drinks in the global market, the market share of Aridian Orange Juice may be threatened.

• the company still needs to have an effective marketing approach to increase the sale of Aridian Orange Juice .

• question mark category means that the product has a low share of a possible high growth market and may become a star product because of the positive response of the customers.

STAR:• Because our product (Aridian Orange Juice) in now in initial

level so we don’t have high market share at this point.

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CASH COW:• The next category is the cash cows. our product is

not falling because of the same reason I have mention before that we are at initial level so we don’t have high market share at that time but we have capacity to get high market growth in future.

DOG:• We also does not fall in dog because we have

tendency to growth in market we have low market share now because we just launched our product but soon we will increase our market share.

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CONSUMER BUYING BEHAVIOR

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Variety seeking buying behavior:-• Our product comes under variety seeking

buying behavior because our brand is different from others.

• our juice is made up of pure oranges.• there is no artificial flavors and consumer

switch to our brand for variety because they want something refreshing and new.

Complex buying behavior:-• Our product do not comes under complex

buying behavior because it is not an expensive product & it is a frequent purchase.

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Dissonance buying behavior:-• Aridian Orange Juice do not

comes under dissonance buying behavior because it is not a risky purchase.

Habitual buying behavior:-• Our product do not comes

under habitual buying behavior because there are significant differences among different brands of juices.

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• Aridian Orange Juice is more suitable for hot weather.

• It is a source of refreshment specially when a person is thirsty and due to hot weather.

• Aridian Orange Juice is useful to drink for all male & female, kids etc.

ENVIRONMENTAL FACTOR

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Decision Process to buyStage One• The first stage is likely to be that the buyer will be in

need of a refreshing juice drink in order to satisfy himself in this hot climate. so in this case our product Aridian Orange Juice will be available to satisfy his needs.

Stage Two• the second stage is where the buyer will speak to his

friends, relative, look around in stores, shops and surf the Internet looking at alternatives, which represent stage two – or information search

Stage Three• is the selection of product and it is when buyer goes and

make his final decision and buy our product from a local store.

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S.T.P. analysisSEGMENTATION

TARGETING

POSITIONING

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MARKET SEGMENTATION,TARGETING & POSITIONING

We have segmented our market in to:

• Geographic segmentation(major & small cities of Pakistan)

• Psychographic segmentation(middle & upper class)

We have targeted :-• Major cities of Pakistan (karachi,lahore,Islamabad &

Rawalpindi etc).• Upper and middle class because they are more health

conscious

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POSITIONING:-

• We have to build our image in market that there are many orange juices but mostly are made from artificial ingredient

• our Aridian Orange Juice is 100% pure orange juice.

• it is less in price as compare to competitors so we have this competitive advantage over our competitors

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Promotion mix

Advertising:• Aridian Orange Juice is not very well known in Pakistan.• Most of the consumers don’t know about how it tastes and what

are the heath effects of this juice are.Sales Promotion:• In store sampling program: Sampling price strategy

Public Relation:• Stories about Aridian Orange Juice health benefits and research

findings.• Development of new Aridian Orange Juice website will include

discussion board and interactive futures.

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Direct Marketing:• Television, Radio, newspapers and magazines

will be use to advertise Aridian Orange Juice in Rawalpindi.

• Heath benefit of the Aridian Orange Juice will be the main focus of the advertisement.

Feedback from customers:• Conducting focus group to analyze the Aridian

Orange Juice for future product development.

Promotion mix (contd.)

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•We have set our price on the cost of production, other expenses and distribution etc..

•The price of our juice is only 25 rupees which is less than our competitors.

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Our Strengths• Original flavor.• Attractive packing and good quality.• Good distribution and availability of the product• Differentiation from other available juice

products• It will be cost effective

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Our Weakness• Advertising is less as we are a

new company• Lesser market share in

emerging economies• Lesser public relation• Lesser social media presence

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Our Opportunity:-• Increase advertising spending New

demographic• Improve customer managed relationship• Product development• Learn from our mistakes and overcome

them• Improve market development• Improve market targeting

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Our threats:-• Smaller cities still prefer non-packaged

from juice corners rather than packaged juices

• In larger cities, Frooti and Mazaa Juice have captured significant market share

• Brand loyalty• Public opinion

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Competitors

VS

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