Strategy:

5.0 Marketing Strategy:

  As we mentioned above that our target market is families, youngsters mostly that’s why we did Demographic Segmentation to introduce our product.

Positioning Strategy:

                        As positioning can be done by three methods: by attributes, by giving benefits and by beliefs & values. In benefits, products are offered by giving benefits rather in attributes products are offered by offering the customers its features, functions etc… in beliefs & values we focus on customer’s preferences, what the customer like etc…

Our Positioning Strategy:

            We are launching ice cream and it is an FMCG product, so here we will offer ice cream products by offering its attributes. Because in purchasing an ice cream, customers are conscious of its attributes. It includes its flavor combination, its taste, its quality, quality means ice cream may not be made of harmful colors and dangerous ingredients which is not beneficial for health. 

Pricing Strategy:

          Our pricing strategy is Value based pricing and value based pricing is to setting prices based on buyer’s perceptions of value rather than on the seller’s cost.

Reason: Because we want to give benefits to the customers we are more conscious about customer’s values. But this is not every thing we also have focused our cost.

            We choose cost based and competitors based approaches for setting of our products prices

Reason: Because Pakistani people are price sensitive, they are more conscious about price rather than its quality.

Product positioning:

    In the start, we will give more benefits to the customers as described before. This level of positioning is best for our product because customer purchase our products for his benefit.

    

Pricing Objectives:

Our Pricing objectives are:

·        Survival in the market: we want to survive in front of our competitors by offering less prices.

·        Maximum profit but after some time: No doubt that our motive is to earn profit but earning profit is not easy, requires some time so we will first concentrate on satisfying customer.

·        Product quality more than its price: it is common that product quality is according to its price but here we are offering more quality as compared to its price.

·        Vast market share to capture large consumers: If we have to create large market share of our brand then we have to attract more and more customers, the customers would buy from us the more market share we will get.

·         

Distribution Strategy:

                                    As we are going to launch ice cream and ice cream is an FMCG which is used by every person so its distribution should be done in such a manner by which it would available every where. So its distribution would be Intensive.

  By keeping the intensive view in mind, our products will be available on every retailer, departmental stores etc…

Marketing Communications:

                 Our marketing communication will based on

Cable Advertisements:

                             We will give commercial on different Pakistani channels like ARY, AAJ, Geo etc…

News Papers Ad:

                   We will give ads on Jang , The Dawn, Naya Akhbar etc…

Brochures:

Colored one fold brochures

Banners, Hoardings:

                Banners and hoarding on different places and different areas would be placed.

We will give free samples and discount schemes after launching our product to the customers. We will arrange stalls in different schools where ice cream would be given to children free of cost but for the limited time on first come first serve basis.

6.0 Action Program:

               The coolzm ice cream will be introduced in January. Following are the details of the action program. We will achieve our stated objective in first six months of next year.

Our management would be based on this hierarchy.

  

                                  

Our planning for launching and promoting our product is based on monthly targets which are as follows:

Month	What would be done?
January	We will build our own sales promotion campaign to educate our dealer about our product and generate excitement of launching.
February	Same Task
March	We will give our sample products to people and distribute our samples in shops and retail stores. Free samples would also be given in specific areas, towns and some schools as well but only on first come first serve basis.
April	Same Task
May	We will hold a trade sales contest for the sales person or whom who buy our products in first 4 weeks. We will hold a new national advertising campaign this month.
June	In this month we also exhibit an annual show of our product. In addition we will tally and analyze the result of either it satisfies our customers or not, we’ll also hold marketing activities in this month.
July	In this month we will start distribution our products to all the stores properly.
August	In this month, we will offer different discount schemes for customers, and offer special discount for purchasing in bulk for functions and parties etc…
September	In this month we will get customer feedback that how do they find our product? Good or bad
October	In this month we will import more machinery to give our customers something more, to be equal with our competitors.
November	Here we will increase our prices a bit to get break even to get repute like our competitors.
December	Here we will make some strategies to move ahead from break even to earn profit which is our motive.

7.0 Budgets:

     

Our budget would be consists of following:  

·        Factory Rent (per month)        Rs. 1000000

·        Promotion & Advertising:

                       TV Ads                           Rs. 150,00000

                     New paper ads             Rs. 3500000

                     Posters                         Rs. 500000

·        Plants & Machinery               Rs. 18000000

  

·        Transport for distribution:    Rs. 3500000

·        Raw Material for first year:  Rs. 8000000

·                                  Second year: Rs. 9500000

·        Salaries of Labor & Staff      Rs. 2000000

                                                ____________________

Total Budget:                              Rs. 6,10,000,00/-

8.0 Controlling:

Implementation:

          We are planning loose control measure in managerial level and tight control measured for marketing process to closely monitor quality and customer service satisfaction; this will help us to react very quickly in reacting any problem that may occur. Other early warning signals that will be the monitors of signs of deviations from the plan include the monthly sales9 by segment and channels0 and monthly expense.

Marketing Organization:

Coolzm’s chief marketing officer, holds overall responsibility for marketing strategy and direction. Coolzm has hired world wide marketing to handle national sales campaigns, trade and consumer sales promotions and special people efforts.

Market Plan

2.0 Current Market Situation:

    There are many ice cream brands in the market and they are competing each other, these are Walls, Gourmet, Yummy. But Walls is competing and it is no. 1 ice cream brand in Pakistan to quality taste and high market share and promotion as well. In the second, Gourmet also has captured the ice cream market.

     In our culture, inflation has taken place, so that’s why people are conscious about the prices. So by keeping this factor in mind we would offer less rates as compared to Walls or other brands. But by offering less prices, taste and quality would not be changed.

2.1 Market Review

    When someone introduces a new product in the market then defining its segmentation at the launching stage is not necessary. Mass Marketing can also be done, but it varies. It depends on what is being to launched, who would purchase it. Is this product beneficial for everyone equally or not?

Market Segmentation of our Product:

   Our product is being segmented demographically. In which our product will cover age, family size, family life cycle etc…

Why Demographic Segmentation:

   We are doing demographic segmentation because here we will offer our product to different ages of people which includes children, youngsters, families, old age people. Our product will be available in family size, small cups and other sizes. This product will provide coolness, entertainment and it would provide our customers, moments of happiness.

    We would promote our products by using different modes of advertisements which includes flexes, posters, hoardings etc… our budget only for promotion would be Rs. 2.5 million. After some period of time we would also arrange TV commercials on different channels for our brand. Our motto is “High Quality & Low Price”.

    Our products would be available on all departmental stores, bakery shops and other FMCG stores.

2.2 Product Review

   Now we are introducing a quality based ice cream. That would beat all other brands. We are offering Ice Cream in a good taste at reasonable prices. But the most important  factor in our product is that it has less calories, sugar as compared to other brands but the taste is not only the same but it is better than others and it would definitely fulfill customer need and demand. It would be delightful for the consumers.

  “High Quality and Low Price” is our motto. We are offering ice cream, which has many flavors which are:

Strawberry, Chocolate, Mango, Vanilla, Tuti Fruti, Kulfa, Chocolate Vanilla Crunch, Strawberry Vanilla, Cone Super , Strawberry Crunch.

Levels of Product

Core Benefit:

               The Core Benefit of Ice Cream is that it gives you coolness, happiness, it can change the mood of a person who is feeling sad, sorrow and the very important factor is that it is beneficial for the patients who have anxiety, depression. It also works to serve the guests as a sweet dish.

Actual Product:

              Here we are researching to give more stylish packing and well combination flavors which have good quality and are made of fresh milk, cream and other ingredients and the important thing is that diabetic patients can also use this ice cream because it has very less calories and it wouldn’t increase sugar level.

Type of Product:

                  As we are going to launch Ice Cream products so it comes in Convenience Products.                

Reason:

          Because ice cream is purchased frequently without any effort and brand, price comparison and consumers have different choices and preferences regarding Ice Cream Flavors.

Our special product is:

 Melon Flavor

                 (New)

                                                                                                 

                                                                                     

2.3 Competition Review:

    Our competitors would be Walls, Gourmet. No doubt that Walls is competing these days and it has largest market share in Ice Cream industry in Pakistan but with the passage of time we will also try to compete Walls.

     

    Gourmet also has good strategies, because they are offering ice cream with bakery products and people have good experience of using its ice cream. Families and Youngsters both are using Gourmet ice cream. Its packing, flavor combination, price comparison is good.

 

      Currently Walls has some different strategies. Walls have target market of families and youngsters mostly and it is providing quality taste ice cream not only all over the country but out side the Pakistan as well because it is a multi national brand.

Competitor’s 4Ps:

                  To study and analyze the 4Ps of our any competitor, we chose Walls Ice cream.

Why Walls as a competitor?

                   Because Walls is a multi national brand it has large market share not only in Pakistan rather also in other countries. Its ice cream is available in a lot of flavors.

         

Walls Ice Cream

Introduction:

            Walls is an ice cream brand which is offering ice cream products in many sizes, many flavors in good quality and it has large market share in the ice cream industry in Pakistan. Millions of Pakistani people use its products in many occasions due to its wide variety of flavors.

History:                                                                                                                                                                                                                                   Though Unilever has been selling ice cream globally for years, the Heartbrand was launched globally in 1999. the Heartbrand logo is common worldwide and has come to be synonymous with quality treats.

      In Pakistan the Heartbrand is called Walls’s and it is one of the most active players in the market is striving to offer lighter, healthier products as well as providing old favorites, hence catering to a variety of diverse tastes.

·         Unilever is the world’s largest manufacture of ice cream; in fact Unilever holds almost 18% of the global market share, VS 14% for Nestle, the closest competitor.

·         Wall’s is ranked as # 24 in Newsweek’s list of Asia’s top brands

·         Globally Unilever is moving towards making ice creams even healthier treats, by reducing fat content, introducing lower calorie ice creams and beefing up other treats with calcium and other nutrients

·         Ice cream has been scientifically proven to bring a smile to your face!

Walls 4Ps

P

roduct:

          Walls is an ice cream brand and its offering ice cream in different flavors in different sizes. It is offering these products.

Wall's Classic tubs

  

Product	Picture
Wall's cartons
Wall's Classic tubs
Wall's Cornetto
Wall's Magnum
Wall's Moo
Wall's Rocket
Wall's Spin
Wall's Twister

      

                                        

P

rice:

       Walls is offering different prices on different flavors. e.g, Walls spin priced Rs. 10/- , Magnum priced Rs. 35/-, Rocket priced Rs. 5/-, Moo priced Rs. 10/-, Cornetto priced Rs. 30/-, Classic tubs priced as Rs.200/-

P

lace:

      Ice cream is an FMCG product so its distribution is based on intensive, because Walls Ice cream is available at every retail store, departmental, medical stores and other stores. It is multi national brand so its products are also available in other countries and it has separate manufacturing units in every country.

P

romotion:

      Walls had done a lot of promotion at the time of its launching in Pakistan. It does promotion when it launches new product or when ever summer starts. Its promotion is based on TV Commercials, Posters, News papers etc… its freezers are painted and  with its color that is red and its logo. 

2.4 Distribution Review

      As we are going to launch ice cream products, so to distribute these to the retailers we have our own distributors who would distribute ice cream. We will   distribute our products to well established whole sale and retailer stores like METRO, MAKRO, Alfatah, HKB etc… and other small retail stores as well.

Reason :Because these whole sale stores have well repute, and thousands of customer shop from these stores daily, so people may purchaseour product in bulk.

    

Retailers, because people can purchase our products at their nearer retailer and departmental shops.

Distribution of our products would be based on this hierarchy:

    

After getting well repute of our product in the market, we would then start importing it to other countries as well. We would first import it to UAE and Saudi Arabia after few years. We will hire some employees and arrange some bicycles by which employees can sell our products street to street, door to door to attract customers.

3.0 SWOT Analysis:

3.1 Strengths:

 Our strengths are:

ü  We are offering Ice Cream in a good Quality, which has no harmful chemicals.

ü  As we are not using any chemical so the taste would be new.

ü  The economy is victim of inflation but we are offering ice cream at low price as compared to other brands.

ü  This new taste would also be result in customer delight because all the ingredients are fresh.

ü  We are introducing it by effective promotion and advertising which would attract the customers.

ü  Our product packing is also very stylish and effective.

ü  This product is easily available every where on all retailer and departmental stores etc…

3.2 Weaknesses:                                                                                    

ü  Competing a strong Ice Cream brands: as already Walls and Gourmet are strong competitors so it would be difficult to survive with these brands.

ü  Lack of Technology as compared to competitors: Our brand is new and for this we are purchasing machinery so in the start we will some advanced machinery which our competitor have.

ü  Lack of brand awareness: people have not listened to seen our brand before so they don’t know about our brand, so it would take some time for people to be aware of about our brand   

3.3 Opportunities:

ü  Experienced Management: Our Staff, employees are experienced. They all have been working for different ice cream brands like Walls, Polka for many years.

ü  Launching ice cream at the start of summer season: We are launching it in the right time because in summer, the demand of ice cream increases.

ü  Few competitors: We have an advantage that our competitors are few which Walls, Gourmet etc… so people have a choice to try an substitute ice cream brand.

ü  Low price but good quality: We are offering ice cream at less price as compared to other ice cream brands with the less price, quality would not be less, it would remain good.

ü  Large target market: Ice cream industry has large target market because every person likes ice cream because it gives happiness.

ü  New flavors: We are introducing a new flavor that is Melon Flavor and no ice cream brand has introduced it before.

3.4 Threats:

ü  Competitors having large market share: The biggest threat that we have to face is that our competitors have large market share in ice cream industry, and people use their products a lot and it would take time to us to create awareness in people about our brand.

ü  Less Technology: The other threat that we have to face is that we have less technology to prepare our products. So it might possible that people may not pay attention to our brand. Political condition is also the threat.

ü  Already high competition: Gourmet and Walls are competing to each other by giving low prices so to facing these brands is also one of the threats that we have to face.

4.0 Objectives & Issues:

Our first 2 years objectives are:

ü  Our first important objective is to introduce our brand by its promotion and to build a positive image in customer’s minds.

ü  Then we would introduce it in the market with full benefits and promotion

ü  We will offer less price and would sale it to maximum areas as its distribution is intensive.

ü  If any of our flavor would flop then we will make amendments to improve it.

ü  After getting a a positive response from customers, we will work to get large market share and to compete our competitors.

ü  When we will start competing in the market we will further work for break even.

      Issues:

ü  First issue that we have to face is our brand is new in the market.

ü  Already Walls and Gourmet have large market share.

ü  Difficult for customers to switch from Walls to our brand.

ü  Inflation Economy: In this era, inflation has taken place so a common man prefers to save money rather then spending it in any entertainment.

       

ü  The other issue is that our brand is new, our product is new and people don’t know any thing about our brand, whereas our competitors have complete hold of ice cream industry. So we have to struggle hard to create awareness of our brand to the people and to compete our competitors.