New Product launch

Marketing Project For A New Product Launch

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Marketing Project For A New Product Launch

Executive Summary This project focuses on the following areas: 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25.

Unilever’s Philosophy Unilever’s Corporate Purpose Unilever’s History Market Overview for Cooking Oil Industry PEST analysis for Cooking Oil industry Unilever’s Analysis Current Product Range Of Unilever Internal Audit of DALDA External Audit of HABIB as competitor SWOT analysis of HABIB Customer Audit Market Segmentation Assumptions Marketing Objectives & Strategies for new product Setting Marketing Objectives Characteristics Of Products Target Marketing & Market Segmentation Market Potential Market Positioning Marketing Mix Strategies Alternative Marketing Plan Important activities of promotional plan Objective of each promotional activity Measurements, Review & control References

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Marketing Project For A New Product Launch

PREFACE This project is an application of the marketing concepts used as a business function by the oils, divisions of Unilever Pakistan. The goal of Marketing is to create customers’ satisfaction profitably by building value- laden leaderships with important customers. It calls on the organizations to think “customer” and regard him as a King. We as students require an in depth insight into creative world of marketing. We need to know how vital role marketing plays in any organization as they all reach out to satisfy citizen and customer needs, providing them values resulting in profits. Our aim was to launch a complete new product in oil division of Unilever and to design the strategies for the introduction and promotion of this newly launched cooking oil. The aim was also to objectively analyze these principles as applied in business environment in Pakistan.

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Marketing Project For A New Product Launch

ACKNOWLEDGEMENT

Our heartiest gratitude to every 1 who has helped us in carrying out this study Special thanks to Sir. Sohail Kamran for his much needed guidance. We are deeply thankful to him for his value able assistance

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Marketing Project For A New Product Launch

UNILEVER’S PHILOSOPHY “Success depends upon providing the rite mix of international and local brands for the local consumers.” “International expertise means we can focus relevant experience and people on new markets-fast.”

“Research must be consumer focused and technology driven-a worldwide commitment.” “Our international competitive strength is the depth and the quality of our people and their ability to network.” 5

Marketing Project For A New Product Launch

UNILEVER’S CORPORATE PURPOSE: “Our purpose in Unilever is to meet everyday needs of people everywhere to anticipate the aspirations of our consumers and customers and to respond creatively and competitively with branded products and services which raise the quality of life. “Our deep roots in local cultures and markets around the world are our unparalleled inheritance and the foundation of our future growth. We will bring our wealth of knowledge and international expertise to the service of local consumers-a truly multi-local multinational. “Our long term success requires a total commitment to exceptional standards of performance and productivity, to working together effectively and to a willingness 6

Marketing Project For A New Product Launch

to embrace new ideas and learn continuously. “We believe that to succeed requires the highest standards of corporate behavior towards our employees, consumers and societies and world in which we live.” “This is Unilever’s road to sustainable, profitable growth for our business and long-term value creation for our shareholders and employees.”

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Marketing Project For A New Product Launch

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Marketing Project For A New Product Launch

Marketing Project Submitted to:

SIR SOHAIL KAMRAN

Submitted By:

RABIA MADIHA SEHRISH TABASSUM

COMPANY HISTORY 9

Marketing Project For A New Product Launch

Unilever Pakistan limited is a largest consumer products company in Pakistan. It was born out of dream to Set-up in Pakistan an industry of excellence in 1948 as Lever Brothers Pakistan Limited. Unilever Pakistan Limited is Manufacturing & Marketing its Detergents, Personal Products, Tea, SCC Products & Ice Cream over 50 brands. In line with global alignment strategy and in order to leverage the synergies of Unilever’s International brand strength, market edge and corporate image, Lever Brothers Pakistan Limited has change its name to Unilever Pakistan Limited, in August 2002

VISION STATEMENT

“Touching Hearts, Changing Lives”

MISSION STATEMENT OF UNILEVER •

We are the leading consumers Products Company in Pakistan, a multination with deep roots in the country.

•

We attract and develop highly talented people who are excited, empowered and committed to deliver double-digit growth.

•

We serve the everyday needs of all consumers every where for foods, Hygiene and Beauty through branded products and services that deliver the best quality and value.

•

We strive to remain an ever simple and enterprising business

•

We use our superior consumer understanding to produce break through innovation in brands and channels.

•

Our brands capture the hearts of consumer’s through outstanding communication.

•

Through managing a responsive supply chain, we maximize value from suppliers to customers.

CURRENT PRODUCT RANGE 10

Marketing Project For A New Product Launch

SSC 1. BRANDS -

DALDA BNASPATI DALDA COOKING OIL PLANTA COOKING OIL BLUE BAND MARGARINE INDUSTRIAL AND BAKERY FATS MELANGE

2. BEVERAGES -

PEARL DUST RED ROSE A-1 KARAK CHAP KENYA MIXTURE RICHBRU HOTEL CHAI LIPTON

3. HOME AND PERSONALCARE a) Skin Cleaning: -

LUX LIFEBUOY FAIR & LOVELY SOAP

b) Fabric Wash:

-

SURF EXCEL WHEEL 11

Marketing Project For A New Product Launch

c) Home Care: -

Vim Scorer Vim Bar VIM BAR MAGIC WHEEL

4. Personal Care -

FAIR AND LOVELY PONDS CREAM PONDS TALC SUNSILK SHAMPOO LIFEBUOY SHAMPOO

5. Oral Care -

CLOSE UP

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Marketing Project For A New Product Launch

MISSION STATEMENT REGARDING EMPLOYEES: We believe in trust, truth and outstanding teamwork. We value a creative and fun environment. -

Over Rs. 20 billion of sales with household items More than 50 brands Over 2500 hundred employees

-

Lever brothers is a part of Unilever , which is a Global company

UNI-LEVER IS COMMITTED TO TRAIN & DEVELOP ALL ITS EMPLOYEES THROUGH

-

Performance development planning Emphasizes on professional skills Managerial competencies Formal training events

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Marketing Project For A New Product Launch

Per Share Income to shareholders: OFFICERS Musharaf hai (Chairman & chief executive) Amar naseem ( seceratary) TABLE 1.1 Recent stock performance 1 Week 4.0% 4 Weeks 18.2% 13 Weeks 38.3% 52 Weeks 69.9% Earnings / Dividends (as of 9/30/02) Earnings Most Recent Qtr Last 12 Months

Dividends 76.86 132.7

59.00 96.50

Ratio Analysis Price / Earnings Ratio Price / Sales Ratio Price / Book Ratio

9.80 Dividend Yield 0.89 Payout Ratio 14.46 % Held by Insiders Address

Fatima Jinnah Road Karachi 75530 Pakistan

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7.42% 72.73% N/A

Marketing Project For A New Product Launch

Market Overview For Cooking Oil &Ghee Industry Market share and number of customers: The Corporation sells products in over 150 countries and has annual sales of approximately $ 46 billion (£31,5bn). Unilever controls subsidiaries in at least 90 countries and employs 295,000 (in 2000) people

• Demographic elements:

Unilever has products in all product lines for all age groups like confectioneries for kids, beauty product for both male and female. Unilever has products depending upon the regional/geographical differences for the countries in which it is serving. •

Market Trends:

Market trend for cooking oil:

Market trend for Ghee:

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Marketing Project For A New Product Launch

CURRENT MARKET SITUATION: Current Market Situation: Dalda is an imported stuff that’s why it cannot be calculated in terms of rupees.Total market size is 1.5 million tons annually.Total market size is not growing as it should be,but total market size/growing rate of Dalda is 5% per year.

Total Market Size of Dalda in previous years: TABLE 1.2

Years

Growth rate (thsd.tons)

2003

51

2004

63

2005

71

2006

80

2007

89

2008

97

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Marketing Project For A New Product Launch

Unilever’s Analysis

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Marketing Project For A New Product Launch

Goal Unilever goal is to add Vitality to life. We meet everyday need of nutrition, hygiene and personal care with brands that help people to feel good, look good and get more out of life. -

Culture Our deep roots in local culture and in markets give us our strong relationship with consumers and are the foundation for our future growth. We will bring our wealth of knowledge and international expertise to the service of local consumers.

Strength -

Unilever is a multinational organization It deals with highly differential products Always provides innovative products Strong customer relationship

Weaknesses -

Its less focus on reshaping product

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Marketing Project For A New Product Launch

Customer Analysis for Dalda

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Marketing Project For A New Product Launch

Number In the fiscal year of 2001 the estimates were 180000 metric tons. Imports were expected to grow to 200000 metric tons for the following year. Imports were of US$ 1 billion annually. The average annual growth rate for edible oil industry is 12.5% per annum for several years.the demand for cookong oil is estimated to be grow at 5 % per annum

Type -

Home consumers Hotels Organizations Industries

Value drivers -

We provide the best packing option by the following manner; Plastic bottles Steal coded seals Convenient to use

Decision Process -

The decision process is very simple because of Simple decision Daily use product More frequently purchase

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Marketing Project For A New Product Launch

INTERNAL AUDIT FOR DALDA

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Marketing Project For A New Product Launch

We will discuss 4 Ps of marketing mix for DALDA

PRODUCT BRAND NAME: DALDA cooking oil QUALITY: DALDA is providing excellent quality followed by ISO The enterprise operates under the quality control system in compliance with the international standard requirements of quality management system ISO 9001 PACKAGING: DALDA introduced plastic bottles. DALDA has also introduced different sizes of bottles for cooking oil packing.

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Marketing Project For A New Product Launch

TABLE 1.4 AVAILABLE SIZES 1 LITER 2.5 LITER 5 LITER

PRICES 250 450 850

PRICE We are offering competitive introductory price which is mentioned below •

750 for 5 litre cane

DISCOUNT: We are offering discount 10 Rs each cane in order to capture maximum attention of our target market PAYMENT TERM AND FINANCE POSITION • Not available LEASING OPTION; •

Not available

PLACE DISTRIBUTION CHANNEL: • Distribution channel includes whole sellers grocery stores utility stores LOCATION: •

All over Pakistan

LOGISTICS: •

Provide career service to place the product 23

Marketing Project For A New Product Launch

PROMOTION ADVERTISING PLANS: • Print Media • Electronic Media • Radio FM PROMOTIONAL PROGRAMMES: DALDA has survived over a long period of time by reaching its customers through different promotional plans • • • • • • • • • •

Superior marketing Advance communications Innovative radio programs Effective press usage Cinema DALDA’s cook book (VOL 1& 2) DALDA ka Dastarkhawan DALDA Cooking competition DALDA Food Show Free sampling

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Marketing Project For A New Product Launch

External Audit Main competitors: • • • • •

HABIB SEASONS RAFHAN SOYA SUPREME

Competitor analysis-HABIB COOKING OIL Market Position: TABLE 1.3

HABIB FREQUENCY VALID PRICE QUALITY NUTRITION AVAILABILITY PACKAGING TOTAL

4 6 9 4 7 30

PERCENT 13.3 20.00 30.00 13.3 23.3 100

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VALID PERCENT 13.3 20.00 30.00 13.3 23.3 100

COMMULATIVE PERCENT 13.3 33.3 63.3 76.7 100

Marketing Project For A New Product Launch

GRAPHICAL REPRESENTATION OF DATA LISTED ABOVE

120 FREQUENCY

100 80

PERCENT

60

VALID PERCENT

40 COMMULATIVE PERCENT

20

L

AV AI

TO TA

IO N LA BI LI TY PA C KA G IN G

Y

TR IT

AL IT

NU

VA LI D

Q U

PR IC E

0

Explanation of graph: The respondents on various attributes also favour HABIB as a strong competitor of DALDA.13.3% purchase for its price, 20% for its quality , 30% for its nutrition 13.3 % purchase it for DALDA’s unavailability and 23.3% for its packaging

STRENGTH: -

Second largest oil brand Asli ghee smell

WEAKNESS: -

Less innovative Less sales

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Marketing Project For A New Product Launch

SWOT Analysis for HABIB Strength • • • •

Hygienic oil High volume or sale Number one brand New idea of packaging

Weaknesses • • •

Concentrate on economy pack Target on the housewives Ignore industrial consumer

Opportunities • • • •

Large market share High profit New investment New innovation

Threats • • • •

Value shift New product Intense competition New competitor

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Marketing Project For A New Product Launch

Market Segmentation

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Marketing Project For A New Product Launch

Description     

Premium Females between the ages of (25-35) years Mothers playing an influential role in decision making A household of four and more Target personality include low income segment as well (loose and mid-price)

Table 1.4

s a le s p r o p o r tio n

23%

t in s 53%

24%

pouc hes lo o s e

Pest

analysis for cooking oil industry Climate 29

Marketing Project For A New Product Launch

P E S T

Political Factors: • • • •

Democracies are under pressure to show that they can protect the health of their population. Global society is under pressure to demonstrate it can mobilize resources to effectively tackle global social problems. Tackling health problems requires long term thinking, complex partnerships and innovative forms of organization. Health suffers more in wars and other complex consequences.

Economical Factors: • • •

Rising price of palm oil Purchasing power is affected by the inflation Import of palm oil is affected by dollar exchange rate

Social factors: • • •

Health is important to people-consistently regarded by rich or poor There is a complex interaction between the right of an individual good health; the right of community to protect itself against health threats; and its responsibility to provide for the health of its members. Health protection requires across the society professions organizations etc. public health relies on public support of its “licenses to operate” and its ability to change behavior. 30

Marketing Project For A New Product Launch

Technological factors: • • • • • •

Health problems are always dynamic and sometimes this change is unpredictable. Health interventions can lead to new health hazards. Without knowledge about health, there can be no response to health threats. Technology is poorly distributed in areas where people are unable to create demand for it effectively. New technologies are the result of increasingly sophisticated processes and currently seem to be of decreasing cost effectiveness. New technologies pose poorly-understood risks as well as offering hard to qualify benefits Information technology has a potential to revolutionize the disseminations of knowledge about health.

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Marketing Project For A New Product Launch

ASSUMPTIONS: It is assumed that the political, economical, and social condition will remain same during the whole year in which the product is launched e-g market price of palm seeds.

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Marketing Project For A New Product Launch

MARKETING OBJECTIVES & STRATEGIES FOR NEW PRODUCT:

Marketing Objectives: 1. Sales objective: 33

Marketing Project For A New Product Launch

Sales of worth Rs.2500000 for initial 12 months by doing promotional and introduction activities

. 2. Profitability Objective: To earn profit of 10% of sales initially.

Market Share Objective:

3. To attain 05-10% market share for initial one year.

4. Customer Satisfaction: We plan to provide our customers with the best of quality, health and convenience, at low and affordable prices.

Ways Planned To Adopt To Help Improve Our Customer Service: 1. Stay in contact with customers on a regular basis 2. Create a customer focus group by inviting 10 to 20 loyal customers to meet regularly. 34

Marketing Project For A New Product Launch

3. Have a web site that is easy to navigate. Add a frequently asked question's "FAQ" page and explain anything that might confuse your customers or visitors. 4. Resolve customer complaints quickly and completely. Answer all e-mail and phone calls within a few hours. 5. Not to make customers or visitors hunt for contact information. Make it easy for them to contact us. 6. Give our employees bonuses or incentives to practice excellent customer service. Tell employees to be flexible with each individual customer, each one has different concerns, needs and wants. 7. Give your customers more than they expect. 8. Reward in points -- give customers a point for every rupee they spend.

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Marketing Project For A New Product Launch

BRAND AWARENESS

COMPANY NAME:

UNILEVER

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Marketing Project For A New Product Launch

BRAND NAME: A GIFT FOR THE NEW MILLENIUM-OMEGA 3 ALGAE COOKING OIL CATEGORY:

COOKING OIL

AVAILABLE SIZES: • 1 LITER • 2.5 LITER • 5 LITER PACKAGING: • PLASTIC BOTTLES MAJOR CITIES INITIALLY TARGETED: • • • • •

LAHORE ISLAMABAD KARACHI PESHAWAR RAWALPINDI

MARKET SEGMENTATION

ALGAE COOKING the following OIL will segment their market on criteria GEOGRAPHIC SEGMENTATION: (a) REGION: 37

Marketing Project For A New Product Launch

•Country –wise •Province-wise • City-wise etc DEMOGRAPHIC SEGMENTATION: (a) AGE: • Under 25, 25-45,over 45 (b)Gender: • Male, Female (c) Income: • A-F households with class A households having the highest income and class F having the lowest. (d)Education: • Uneducated, Primary school,Matriculation,Intermediate,Bachlors,Masters ,PhD PSYCHOGRAPHIC SEGMENTATION: (a) SOCIAL CLASS: • A-F households –A being upper class and F being the lower class BEHAVIORAL SEGMENTATION: (a) Purchase Occasion: • Regular occasion • Special occasion (b) Benefits Sought: • Quality • Service • Economy (c) User Status: • • • •

Nonuser Ex-user Potential user Regular user

(d) Loyalty Status: 38

Marketing Project For A New Product Launch

• • • •

None Medium Strong Absolute

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Marketing Project For A New Product Launch

TARGET MARKET:

GEOGRAPHIC (a) Region: Algae cooking oil will be a nation-wide brand and it will target all areas in urban Sindh, Punjab and N.W.F.P 40

Marketing Project For A New Product Launch

DEMOGRAPHIC (a) AGE: •

25-45

(b) GENDER; • Traditional female house wives (c) INCOME: • Households A with income range..20000 and above • Households B* with income range…10000-15000 • Households C** with income range….7000-10000 (d) EDUCATION: • Atleast Matriculatio

PSYCHOGRAPHIC (a)

Social Class: •

Households A & B*

(b) LIFE STYLE & PERSONALITY: •

ALGAE cooking oil will be targeted to those households who are more or less in 25 -45 age group .This women is traditional but educated at least Matriculation and loves to take care of her family. She is quality conscious and health conscious and will be prepare to pay a premium price for good quality products

PRODUCT POSITIONING A GIFT FOR THE NEW MILLENIUM

ALGAE COOKING OIL 41

Marketing Project For A New Product Launch

EAT HEALTHY LIVE HEALTHY

EAT HEALTHY LIVE HEALTHY 42

Marketing Project For A New Product Launch

• • • • • • • • •

Have a vastly improved memory Improve your quality of life Feel great Look great Have healthy smooth skin A strong immune system A positive out look on life Have more get up and go than you have ever had Have thick healthy hair

MARKETING MIX STRATEGY FOR OMEGA 3 ALGAE COOKING OIL

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Marketing Project For A New Product Launch

The Marketing Mix is the set of marketing tools that work together to affect the market. The four elements of the Mix are, of course the Product ITSELF; the Price at which it is offered for sale in the market; the Place or how the product is distributed; and the Promotion which brings the product to the attention of the customers, arouses his/her interest, builds up the desire for the product and finally moves him/her to act /purchase the product. The following section of this project will deal the Marketing Mix used by UNILEVER for its new brand ALGAE COOKING OIL.

PRODUCT 44

Marketing Project For A New Product Launch

Anything that can be offered to the market for attention, acquisition, use or consumption that might satisfy a want or need

PRODUCT PRODUCT CLASSIFICATION: ALGAE COOKING OIL is a consumer product.

PRODUCT ATTRIBUTES: Product Quality: Unilever promises the highest quality of all of its products. As such ALGAE COKING OIL is also manufactured to the highest standards. The consistency in Unilever promises and delivered products please customers.

Product Features: 45

Marketing Project For A New Product Launch

Algae Cooking Oil offers two new best features for the new millennium; the power of algae and the omega 3. Omega 3 algae oil is nutritionally identical to fish oil. It contains DHA and EPA. But it is not an animal product. It conserves fish resources while providing us with an excellent source of omega 3 essential fatty acids. Algae oil could replace both fish oil and flaxseed oil as an omega 3 supplement now The algal-oil feed stock that is used to produce bio diesel can also be used for fuel directly as Straight Vegetable Oil(SVO) The algal-oil feedstock that is used to produce biodisel can also be used for fuel directly as "Straight Vegetable Oil", (SVO). The benefit of using the oil in this manner is that it doesn't require the additional energy needed for transesterification,

TOTAL CUSTOMER VALUE

PRODUCT SERVICES Packs/tins of Cookery omega 3 algae program oil

PERSONNEL Advisory service

IMAGE Social Esteem met

and needs

Product Design: Unilever has once again compliance with its customer oriented policy by introducing a new brand; omega 3 cooking oil in its current product line, that’s a unique product with enriched features. It is altogether a new product, packaged in a one liter polyjar. Attributes consistency vitamins Fatty acids Energy power Color of the Product

Effects & Ingredients light A,D,E EPA Omega 3 Algae(Chlorella) Dark

Packaging: 46

Marketing Project For A New Product Launch

All Unilever product’s packaging are imported. Even the ink used on packaging is imported. The packaging is of the highest standards; at least in the local market. Omega 3 Algae oil is available in tins, bottles and poly-bags. All packages are clearly and legibly labeled as to contents and ingredients. All packages are easy and safe to use. The omega 3 cooking oil packaging color is transparent with green and black labels.

Branding: There are typically four levels of meaning conveyed by Unilever about its new product in cooking oil range.

Levels

Brand –Omega 3 algae Cooking oil Premium quality, high prestige Tasty food, cooking ease Motherly love, tradition

Attributes Benefits Values Personality

Cooking expert mother,housewifes

Brand Strategy:

Existing product category Existing Brand Names

Line Extension

New product Catgory

Brand Extension

Dalda sunflower Dalda cookoing oil Dalda lajawab 47 Multi Brand New Brand Dalda planta cooking Omega 3 Algae Cooking oil Oil

Marketing Project For A New Product Launch

PRICE

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Marketing Project For A New Product Launch

The amount of money charged for a product or service, or the sum of the values that consumers exchange for the benefits of having or using the product or service.

PRICE Unilever’s marketing objective is primarily to tap the upper middle class and upper class segments.For this Unilever has to achieve Product Quality Leadreship in doing so they have to incur more R&D costs.To cover these costs Umilever has to follow the Value Based Pricing and Premium Based Strategies. The following grid summarizes the above discussion on pricing strategy. Higher Prices

Lower prices

Higher quality

Lower

Quality

Premium strategy Value based pricing

Good Value strategy

Overcharging strategy

Economy strategy 49

Marketing Project For A New Product Launch

PLACE 50

Marketing Project For A New Product Launch

The set of people and firms involved in the transfer of the title to a product as the product moves from producer to ultimate consumer or business user

PLACE: UNILEVER PAKISTAN believes in synergy, that is a perfect blend of all the components of marketing mix. Proof lies in it having the most efficient and the largest distribution (networks) system in our country Multiple distribution channels are to be used for omega 3 algae cooking oil. Channel Levels: Multiple distribution channels are used by Unilever are as follows Factory

Depot

Distributor

wholeseller Retailer

Customer 51

Marketing Project For A New Product Launch

Sales Setup: Sales Controller GSM

TMM

Branch Manager

Sales Category

Area Manager LDM or Territory Managers & JMs

PROMOTION

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Marketing Project For A New Product Launch

Element in an organization’s marketing mix that serves to inform, persuade and remind the market of a product and the organization selling it.

Unilever being the market –oriented and the customer-oriented company its marketing efforts are relatively the most. The most concentrated promotion techniques used are television and advertisements For omega 3 Algae cooking oil the marketing used will be Visibility marketing and Media marketing. VISIBILITY MARKETING: Omega 3 algae cooking oil will concentrate more on visibility and availability. this includes print advertisements, price cards, posters at vendor’s shops, sign boards,buntings,flags etc MEDIA MARKETING: Unilever will use different newspapers and magazines for promoting omega 3 cooking oil but the major emphasize will be on advertisements shown at the times 53

Marketing Project For A New Product Launch

loving mothers are watching TV. The ads also run at different times of the day specially between 6.30 to 7.30 It reads: Eat Healthy Live Healthy The message concentrates on aroma, taste, healthy and happy cheerful life.The theme wsas image building. It informs about the product and persuades the consumers to buy it. The color of the omega 3 cookimg oil is lightened as buyers prefer light oil.It will get little support due to strong competition from the likes of corn oil, canola oil,etc therefore not much of the advertising budget, rather promotional efforts are allocated towards it. These ads emphasize lighteness and the strong energy source i.e algae as a main ingredient of the omega 3 algae cooking oil . SALES PROMOTION: Unilever will also play its role in promoting omega 3 algae cooking oil by arranging different events like cooking contests games and shows PERSONAL SELLING: Unilever will adopt personal selling in order to introduce and promote omega 3 algae cooking oil. It will also try to come up with consumer promotion by giving trade off to the retailers. OTHER MEDIUMS: Print ads in magazines such as Women’s Own, She, etc, and those read by average but literate house wives. Buntings, posters, trade flags(hung at the retailers) inducing consumers to try the latest taste for omega 3 algae cooking oil. Besides this the cookery programs shown on TV will be a good promotion tactic as these programs will show omega 3 algae cooking oil use in different Pakistani as well as other countries’ popular dishes. In this way the viewers will remember the brand name through the message “gift for the new millennium; eat healthy live healthy”. The symbol and the color of the bottle of omega 3 algae cooking oil is also a good way to communicate to the consumer who can’t read but can easily recognize the bottle by the algae symbol or the green and black color scheme. The unique and attractive design of the bottles is also a way of consumers’ persuasions for new omega 3 algae cooking oil. Different sizes (plastic bottles of 5, 2.5 & 1 liter) are available for the convenience of consumers and target all segments of the market 54

Marketing Project For A New Product Launch

Alternative marketing plan: If Omega 3 Algae cooking oil does not go well in market than the alternative market plan to reintroduce Omega 3 Algae Cooking Oil will be:

Product Change in color of oil: If the consumers bothered about the dark color of the cooking oil than unilever will go for the lightining of color of the Omega 3 Algae Cooking oil in ordre to give the effect of lightness for more health conscious consumers.

Change in Packaging size: Unilever has launched three different packaging sizes of 1 liter, 2.5 liter, 5 liter respectively.It can introduce 0.5 liter poly jar in order to attract middle class and budget conscious consumers. 55

Marketing Project For A New Product Launch

Price Discount offerings: Unilever can offer discunt to its customers in order to attract more number of customers.

Reduction in prices: Unilever can go for market penetration strategy by offering less prices.

Promotion Tokens and Gift hampers: Unilever can offer tokens on purchasing Omega 3 Algae Cooking Oil and also give gift hampers by a lucky draw to its customers.

Place Wide Distribution: Unilever can adopt wide distribution by franchising. .

Important Activities of Promotional Plan: Following are the activities of the promotional plan for the Algae cooking oil.

Sr.No

Starting Date

Ending Date

01.

Jan 01,10

Jan 15,10

Activity

Budget

Responsible Personnel

Department

Finance arrangement

7000000

Mr.Aziz Mirza

finance

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Marketing Project For A New Product Launch

02.

Feb 01,10

March 31,10

Electronic and 2500000 Print media advertisements

Miss.Sehrish

Marketing

03.

April 05

June 30,10

Billboards and 1500000 hoardings

Miss.Rabia

Marketing

04.

July 02,10 Sep 15,10 Free sampling 500000 of the 50 ml oil bottle

Mr.Amir

Marketing

05.

Sep 11,10

Live cooking 650000 shows in different cities

Miss.Madiha

Marketing

06.

Nov 25,10 Dec 31,10

Personnel Selling

Miss.Tabassum Marketing

Nov 20,10

1250000

Objective of each Promotional activity:

Activity. No

Objective of each Promotional Activity

01. Finance It is to assure that the required finance is issued from the finance department Arrangement for promotional plan and activities.

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Marketing Project For A New Product Launch

02. Electronic This activity is the aggressive marketing campaign for the launch of the Algae and print cooking oil. People will be able to get to know about the new oil, its qualities media and better health ingredients. Advertisement

03. Billboards It’s also the part of marketing campaign where hug\e billboards are installed and at signals and places where people can view the Algae cooking oil’s Hoardings advertisements.

04. Free Free sampling is to introduce the Algae cooking oil to the local markets by sampling asking people to check the taste of the Algae cooking oil. 05. Live This activity is also for the introduction of Algae cooking oil to those cooking shows customers which do not have the facility to watch advertisements on TV or in different those who are illiterate. cities

06. Personal It is to sale at cost by the company for the introduction of the Algae cooking selling oil initially in market.

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Marketing Project For A New Product Launch

MEASUREMENT REVIEW AND CONTROL In case there are certain deviations in the market situation then the organization has to take certain precautionary steps in order to control and manage those immediate changes as follows...

Task 1. To achieve personal sales targets

Performance How to set the What to check& The standard measurement standard how to control & review Sales target per period of time for individual groups and or products

Analysis of territorial potential, individual customers potential. 59

Comparison of individual salesperson's product sales against targets

Significant shortfall between target and achievement over meaningful period of time

Marketing Project For A New Product Launch

Discussion and agreement between salesperson and manager. Analysis of Achievement of individual specified range Failure to achieve customer record 2. To sell the and quantity of Scrutiny of agreed objectives. of potential and required range sales to a individual Complacency present sales. and quantity to particular customer records. within range of Discussion and individual customer or group Observation of sales made to agreement customers of customers selling in the field. individual between within a time customers. salesperson and period manager. Analysis of High ratio of calls To achieve individual to an individual appropriate call Scrutiny of 3. To plan customers customer relative frequency on individual journeys and call potential. Analysis to that customers individual customer records. frequencies to of order/call yield. Shortfall on customers. Analysis of order/ achieve minimal ratios. Discussion agreed total Number of live call ratio. practicable selling and agreement number of calls customer calls Examination of cost between made over an during a given call reports. salesperson and agreed period of time period manager. time. Identify total Shortfall in Number of number of Examination of number of prospect calls potential and call reports, prospect call from during a time actual customers records of new 4. To acquire new agreed standard. period. Selling that could accounts opened, customers Low ratio of new products to produce results. ratio of existing to existing to existing Identify potential potential customers. opportunity areas customers. customers. for prospecting.

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Marketing Project For A New Product Launch

To exercise the necessary skills and techniques 5. To make a sales required to approach of the achieve the required quality identified objective. Continuous use of sales material.

Standard to be agreed in discussion between manager and salesperson related to company standards.

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Regular observations of field selling using a systematic analysis of performance in each stage of the sales approach.

Failure to identify objectives of each stage of sales approach, identify specific areas of skill weakness, use of support material.