Group Name:

Syed Khayam Ahmed.

2k8-BS-29.
Group
Iram Abbas.
Members: 2k8-BS-08.

Amna Abid.
2k8-BS-12.
A work is never a work of an
individual. We own a sense of
gratitude to the intelligence and co-
operation of those people who had
been so easy to let us understand
what we needed from time to time
for completion of this exclusive
project for us …………..
We want to express our gratitude
towards Mr.Kashif Raza ( NFC iet) for
giving us an opportunity to do this
project.
Last but not the least, we would like to
forward our gratitude to our friends ,
other faculty members, & our parents
who always endured us and stood by us
and without whom we could not have
envisaged the completion of our
project.
 Very Thankful To
our Chief Guest:


Dr. Khizar Hayat
Head Of Department
BS (computer science)

 xyz
Manager Punjab Bank
Khanawal Road Multan.
 Topic

Planning
Promotion
and
 Marketing
• The right product, in the right place, at the
right time, at the right price.
Adcock.
• To identify customer needs and wants and
fulfill it…
satisfy it…
valuate it… better than your competitors !
better than current market !
better than related product !
 Marketing

In bounded Marketing Out bounded Marketing

Amna Abid.
 Name:

Amna Abid.
 Roll No:
2k8-BS-12
 Department:

BS (CS).
What we are Doing

 We fell immunes pleasure to

launch our
Biscuits
“Alnut”
It is a basically nuts biscuit
with some chrips of
chocolate in it
 Our survey
 It is most Important thing to
analyze our costumers needs
and wants
 We must be know what our
costumers likes and dislike
So for do all of these we do
survey in market
and also we use
telecommunication services to
know about costumer likes
and dislikes we send
messages in our communities
and our friends and raise
some questions to know that
what they want
We receive positive feed back
about that and its make us
easy to determine public
wants and needs
 Our product
 After
the Survey We Decided to make
“Alnut”………..
 It is a nuts based Biscuits with some
Chrispy chocolate

 Itis manufactured by
“ Guru Food Industries”
Multan.
 Biscuits History
 Sweet or salty. Soft or crunchy. Simple or exotic.
Everybody loves munching on biscuits, but do they know
how biscuits began?

The history of biscuits can be traced back to a recipe

created by the Roman chef Apices, in which "a thick paste
of fine wheat flour was boiled and spread out on a plate.
When it had dried and hardened it was cut up and then
fried until crisp, then served with honey and pepper."

The word 'Biscuit' is derived from the Latin words 'Bs'

(meaning 'twice') and 'Cactus' (meaning cooked or baked).
The word 'Biscotti' is also the generic term for cookies in
Italian. Back then, biscuits were unleavened, hard and thin
wafers which, because of their low water content, were
ideal food to store.
 “Alnut”
Now we all of us getting bore to use same taste
To live with same style
To do work with same routine.

So we brought change for you

We want to give you taste
We want to change your old taste
We want to change your life style
We want to do some unique work

“Have it your way”

 Our company name is

 Which is located in multan industrial area Phase II plot No 32.

 It established in September 2008 and now before 10 month we are launching our
biscuits in different eight cities.
We have eight distribution offices in different cities that is
 Multan
 Islamabad
 Lahore
 D-G-khan
 Bahawalpur
 Jhang
 Khanawal
 D-I-khan
 “Alnut”
 You will amazed to listen that there is only 2,3 nuts biscuit in
Pakistan market.
 Peanut pista
 Peanut pik
 Party
 Chocolate chip

As the result of our survey we observe that

most of people are interested in chocolate and nuts both.
peoples wants to change there taste ,there life style.
So
“We DO IT”
we give you both ……

“Let’s make taste better”

Ingredients
 Flour
 Hydrogenated fruit oil
 Sugar ,cocoa mass
,coco butter,
 Sodium Bi carbonate,
Ammonium Bi
carbonate.
 Salt
 Artificial flavor ( nuts,
chocolate).
“Maza ki chahat”
After a great thought and our
survey we decide it for our
slogan
Are you thinking about that?
Why we chose it not another?
In this slogan it shows both
taste and quality
And it is our priority to give
you taste and quality both in
best package.
 Product

Target
Target Market
Audience Segmentation Market

Pricing
Strategies
 Target Audience
Target audience are the
individuals groups of communities
and bodies of decision-
makers who
can influence
your target .
 Target
Audience
Alnut is basically for
children's but we
also target
youngsters coz they
both like nuts and
chocolate
 You try it, hope u will
like it…………….
 Market
Segmentation
 Dividing a market into distinct
groups of buyers who have
distinct needs, characteristics or
behavior and who might require
separate products or marketing
programs
 Target Market

The process of
evaluating each
market segments
attractiveness
and selecting
one or more
segments to
enter.
 Our Target market
 Our target market is south Punjab.

 Multan
 Islamabad
 Lahore
 D-G-khan
 Bahawalpur
 Jhang
 Khanawal
 D-I-khan
Competito
 rs
If we talk about nuts biscuits
then we determine that there
is only 2,3 biscuts in pakistan
market .Those gave us
 The pure nuts biscuits .
 In pakistan current market there
are some following biscuits in
market
 Peanuts Pista
 Peanut pik
 Party
 Chocolate chip
 But they all gives you that
old style of biscuit with pure nuts
but
 We give you chocolate with nuts.
 Some a different taste for you.
If
you trust on me I’ll
appreciate you to
“Try it, you'll like it”
Coz it is best .You never
have as like that ……
Coz
“you desire a taste now”
 Price
 Price of 1 packet 5Rs
 Price of 1 Box(24 pack) 120Rs
 Price of 1 corton(12 Box) 1440Rs
Distributor Commission
15%

Retailer Distributor profit

12% 3%
Now to tell you about our
Planning
I want to call

Syed khayam
Ahmed
Name:
Syed Khayam Ahmed.
Roll No:
2k8-BS-29.
Department:

BS ( CS ).
What is planning
If you fail to
plan,
you plan
to fail.
 Strategic Planning

Strategic Planning is the

Process of Developing &
Maintaining a Strategic Fit b/w the
Organization’s Goals &
Capabilities & Its
Changing Marketing
Opportunities.
Steps in Strategic Planning
Designing the Business
Portfolio
 The business portfolio is the collection of
businesses and products that make up the
company.
 The company must:

 Develop growth strategies

for adding new products or
businesses to the portfolio.
 Diversification
A strategy for company growth
through starting
up or acquiring
businesses outside the
company’s current product and
current market.
 Value Delivery Network
Company’s
Value Chain

Customers Suppliers

Distributors
 Product Development
Astrategy for company
growth by offering modified

NEW PRODUCT
to current market
segmentation.
 What is NEW PRODUCT
Development?
The development of original product,
product improvements,
product modification,
And new brands through the firm’s
own R&D efforts.
 Concept
Idea Idea Development
generation screening & testing

Marketing
Business Product
Strategy
analysis development
development

Test
Commercialization
marketing
 Idea Generation
 Thesystematic search for
new-product ideas.,

Internal
Idea Idea External
Generation Generation Idea
Generation
 I-I-G E-I-G

Using internal New-Product ideas

source's, also come from customers.
the company The company can analyze
customer questions &
can find complaints to find
new ideas through new products that better
formal solve consumer problems.
R&D.
 Idea Screening
 Screening new-product ideas in order to
spot good ideas & drop poor ones as soon
as possible.
As we have 200 slogans ,and names but we
decided this….
“Maza Ki Cahat”
&
“ALNUT”
We drop poor one by one whenever we are
satisfied our best idea ……
Concept Development& Testing

Concept
Development
With a few ideas in
hand the marketer
now attempts to
obtain initial
feedback from
customers,
distribution’s and
its own employees.
 Product/concept
Development
A detailed version of the
new-product idea stated in
meaningful consumer
terms.
 Concept Testing
Testing new-
product concepts
with a group of
target consumer to
find out it the
concept have
strong consumer
appeal.
 Marketing Strategy
 Designing an initial marketing
strategy for a new product based on
the product concept.
 Now if we chose 1 concept from them
then now next step is
“Marketing Strategy Development.”
It consists of there steps…..

 Describe the target market.

 The planned product position.
 Sales, market shares, & profit goals for
the first few years.
 Business Analysis
A review of the
sales, costs, and
profit projection for
a new product to find
out whether these
factors satisfy the
company’s
objectives.
 Product Development

 Developing the
product concept
into a physical
product in order to
ensure that the
product idea can
be turned into a
workable product.
 Test Marketing
 The stage of new-product development in
which the product and marketing program
are tested in more realistic market setting.

 Standard Test Markets.

 Controlled Test Markets.
 Simulated Test Markets.
Commercialization

 Introduce a new product in market.

Developing Marketing Mix
The 4 P’s & 4 C’s of the Marketing
Mix

4 P’s 4 C’s
 Product  Customer Solution
 Price  Customer Cost
 Place  Convenience
 Promotion  Communication
Managing the Marketing Effort
 Product life cycle
 Thecourse of a product’s sales and profits
over its lifetime. It involves five stages.
 Introductory Stage:
 The product life cycle stage in which the
new product I first distribution and made
available for purchase.
 Growth Stage:
 The product life cycle stage in which a
product’s sales start climbing quickly.
 Maturity Stage:
 The product life cycle stage in which
sales growth slows or levels off.
 Decline Stage:
 The product life cycle stage in which a
product’s sales decline.
 ADVERTISING
Any paid form of non-
personal presentation by an
identified sponsor.
Any form of non-personal communication
paid for by sponsor using mass media to
persuade/inform an audience
 Products/Services
 PublicService Advertising
 Non-profit org.
 People (political candidates, celebrities)
 Places (retail outlets, vacation destinations)
Inform: Objectives
New product, new uses, price changes

Persuade:
Encourage switching, purchase now, change
perceptions

Remind:
Where to buy, may need in future, top of
mind in off-season
 Too Much Clutter!!!
Television:
Networks, cable, satellite dishes
Print:
Magazines, newspapers, junk mail
Radio:
Fragmented audiences, “on the more
popular stations, your ads are
sandwiched with four other ads.”
Billboards:
Internet …
 Problem…
How do you get the attention
of the audience????
……………………………………………….

Break Through the

Clutter with Impact
Advertising
Humor appeal

Emotional appeal

Moral appeal

Celebrity appeal

Sensory appeal

Rational appeal
Steps to Creating an
Effective Advertising
Campaign
1) Define your target market
2) Determine their needs from your product
- functional
- emotional
3) Develop an advertisement that creates an
image for your product that is sought by
your target market (positioning)
The Five M’s
of Advertising
 Mission
sales Goals
Advertising Message
objective Message generation
Message

Measure -
ment
Communi -
Money cation
Stage in PLC impact
Market share & Media Sales
Consumer base Reach, frequency, impact
Competition & Impact
clutter
Advertising
 Major
Advertising
Decisions
 Objectives Setting

Budget Decisions

Message Decisions

Media Decisions

Campaign Evaluation
 Advertising
Objective

Informative Advertising
Persuasive Advertising
Reminding Advertising
Setting the
Advertising
Budget
 Stage in the
Product Product
Differentiation Life Cycle
Factors in
Setting
the Advertising
Budget
Advertising
Frequency Market
Share

Competition
and Clutter
 Our Budget For ADVERTISMENT
Our Total Budget = 30,000,00 RS
For Advertisement
Before start market:
7% of total share = 2,10,000 RS

After start market:

10% of our total Profit
Iram Abbas.

2k8-BS-08.

BS(cs).
Developing Advertising
Strategy

Message Decision

Media Decision
Creating the
Advertising
Message
 Plan a Message Strategy
neral Message to Be Communicated to Custom

Develop a Message
Focus on
Customer Benefits Creative Concept
“Big Idea”
Visualization or Phrase
Combination of Both
Advertising Appeals
Meaningful
Believable
Distinctive
Message Execution
 Slice of Life
 Lifestyle
 Fantasy
 Mood or image
 Musical
 Personality symbol
 Technical expertise
 Scientific evidence
 Testimonial evidence
Our message Is

MAZA KI
CAHAT
 Design the Ad
Comparative
Advertising Demonstration

Humorous
Appeals
Testimonial
Advertising
Appeals Unique Selling
Sex Appeals Proposition

Fear Appeals Slice-of-Life

Lifestyle
We also do
this !!!!!?
Chose
Of
Media
Television Yellow Pages

Newspaper Magazine
Major
Kinds of
Media
Direct Mail Outdoor

Radio Internet
 Television
Recent trend is the
growth of cable
television
advertisements.
Marketers can now
target audiences
through special
interest channels.
(Food network, home
and garden, etc).
We use
 Price Price

Time Duration: 30 sec Time Duration: 30 sec

AD Repetition: 30 p/d AD Repetition: 30 p/d

Ad Price 1 week: Ad Price 1 week:

70000 65000
 Price Price

Time Duration: 30 sec Time Duration: 30 sec

AD Repetition: 30 p/d AD Repetition: 30 p/d

Ad Price 1 week: Ad Price 1 week:

45000 47000
 Radio
With commute times
growing, radio
advertising revenues
are growing faster
than any other media.
Very easy to target
your audience.
 Print
Consumer and
business publications.
Can specifically target
your market.
Marketers carefully
study subscription rates
and demographic data
for each news
paper/magazine.
Outdoor Advertising
Billboards, painted
bulletins or displays
(such as those that
appear on the walls of
buildings,) and
electric spectaculars
Can be local,
regional, or national
Outdoor advertising
is effective along
metropolitan streets
and in other high-
traffic areas
 Other
Advertising
Media
Transit advertising: ads
placed both inside and
outside of buses, subway
trains and stations, and
commuter trains
Cinema advertising
Ads on telephone booths
and park benches
Ads can be printed in
programs of live-theater
productions
Directory advertising
(yellow pages)
Hot air balloons, blimps,
banners behind planes,
and scoreboards
 Promotion

 To communicate with
individuals, groups or
organizations to directly or
indirectly facilitate exchanges by
informing and persuading one or
more audiences to accept an
organization's products.
Sales Promotion
Sales Promotion is a
Mass Communication
Technique That Offers
Short-Term Incentives to
Encourage Purchase or
Sales of a Product or
Service.
Sales Promotion
Objectives

 To increase sales
 To attract new
customers
 To retain existing ones
 To encourage customer
loyalty
 To create awareness
 To inform
 To remind
To ensure
To modify attitudes
To create an image
To position a product
To improve position in the
market
To pull the product
through channels
To push the product
through channels
Reasons for Increase in
Sales Promotion
Growing Power of Retailers
Declining Brand Loyalty
Increased Promotional Sensitivity
Fragmentation of Consumer Markets
Short-Term Focus
Pressure from inside organization
Competition
Clutter
Major Consumer Sales Promotion
Tools
 Trial amount of a
Sample product
Savings when
Coupons purchasing specified
products
Cash Refunds Refund of part of the
purchase price
Reduced prices
Price Packs marked on the label or
package
Goods offered free or low
Premiums cost as an incentive to
buy a product
Articles imprinted with an
Advertising advertiser’s name given
Specialties as gifts
 Major Trade Sales
Promotion Tools
Discount
Allowance
Trade Sales Promotion
Techniques
Trade Allowances

Dealer Loaders

Trade Contests

Point-of-Purchase Displays

Trade Shows

Training Programs

Push Money
Sales Promotion Uses
Introduce new products
Get existing customers to buy more
Attract new customers
Combat competition
Maintain sales in off season
Increase retail inventories
Tie in advertising and personal selling
Enhance personal selling efforts
 Major functions of promotion

4 more major functions:

Encoding
Advertising Agencies creating radio commercials,
TV commercials, prepare direct mail pieces, sales pitch etc
Decoding
Consumer interprets message. Understanding the target
market's perception process is critical.
Response
Reaction of the receiver buy or not to buy.
Feedback
Response communicated back to the sender 1-800 #s,
increase in sales. Number of customers in show room etc
 BUDGET

To

A h m e d
K h a y a m
Sye d
 Budget
Things Weight Price Things Weight Price
Show box 912 gm 5.00
Biscuit 38 gm 47.52

Master 10944 gm 2.50

Riper 0.10 gm 8.70
carton

Slofan 2.00 gm 2.00

Over head 4.00

In 24 packet Total = 69.72

 Our Expenses

Expenses on 24 packet 69.72 Rs

Expenses on 1 box 836.64 Rs
In 1 container 600 box 501984 Rs
 Our Price
1 packet 5 Rs
 1 Box 120 Rs
 1 carton 1440 Rs
 1 container 8,64,000 RS

Commission Distribution 15% 1,29,600 Rs

Remain 7,34,400 Rs
Daily Production 600 carton

8 container 9,91,200 RS
Expenses distribution 15% 1,03680 Rs
Remain 8,87,520 Rs

Total Expenses 4,01587 RS

Remain 4,85932 Rs
Promotion 5 % 74,373.12 Rs
Advertisement 16% 17,793.8 RS
Our Profit in 1 month 3.93,621 Rs
 Thank
You……..
Any Quarry………!!!!