Summer 2019

Marketing Plan for:

Launching Freshworld Taza

Project of Marketing Planning and Applications

Group Members:

1. Jasir Aziz (8421)

2. Aqsa Ghazal (10217)
3. Abdurrub (10381)
4. Hamza Ahmed Abbas (8510)
5. Musab Ahmed Siddiqui (8712)

Submitted to: Ma’am Asmara Imran Hasan

Submission Date: 10-12-2019

Executive Summary:

This Marketing plan focuses on the launching of Freshworld Taza in Pakistan. Marketing

strategies and products improvements are mentioned which will help the launch be successful

after careful analysis and evaluation of customer needs. Target market has been specified

after careful segmentation to accurately position the product. The implementation plan will

finalize our strategies and will help to practically implement the plan for a successful launch

of Freshworld Taza.

Company Description

The official name of our company is registered as Freshworld in the state of Pakistan where
we launch our products.

Mission & Vision:

Freshworld’s Vision Statement:

“To be a Competitive, Nutrition, Health and Wellness Company delivering

improved shareholder value by being a preferred corporate citizen,

preferred employer, preferred supplier selling preferred products.”

Freshworld’s Mission Statement:

“Freshworld is the nutrition, health and wellness company. Our mission of

"Healthy food for healthy life" is to provide consumers with the best

tasting, most nutritious choices in a wide range of food and beverage

categories and eating occasions, from morning to night.”

Porter’s Generic Strategies:

Michael Porter introduced 4 strategies to determine the direction a brand will use to market

its products to beat the competition. In case of Taza, we will be using Cost leadership as it

targets a high demand and our customers will be willing to buy our product at low prices.

SWOT Analysis:

SWOT Analysis also known as Situational Analysis helps to identify the internal strengths

and weaknesses of a brand and also the external threats and opportunities available for the

brand.

Strengths of Taza:

1. Product quality.
 2. High nutritional benefits.

3. Available in different flavors.

4. Available in different sizes.

Weaknesses of Taza:

1. Not enough investment.

2. New in the market.

Opportunities of Taza:

1. Introduction of new flavors.

2. Increase health awareness of Taza.

3. Can attract potential customers through sponsoring sporting events.

Threats of Taza:

1. Taza has many formidable competitors

2. Competitors could use aggressive marketing tactics cut prices/ increases promotion.

3. Competitors bring out similar products.

4. Competitors have diversity in packaging (bottles pouches, cans, etc).

Competitor Analysis:

There are many competitors in the industry offering flavored milk including:

1. Horlicks owned by Glaxo Smith Kline (GSK)

2. Day fresh Flavored Milk

3. Flava owned by Haleeb

4. Oolala owned by Good Milk

5. Pakola Flavored Milk

Market-Product Offering:

Our marketing strategy is product focused where our marketers strive by introducing new

flavors and improving health benefits.

Marketing Objectives:

We have set the following marketing objectives for Taza to promote it and reach potential

customers. These objectives are specific, measurable, achievable, realistic and are to be

achieved in a given time frame for our marketing plan to reach success.

Following are Taza’s marketing objectives:

1. Promoting Taza’s new flavors:

We will be promoting Taza’s new flavors that we will be launching. The flavors include the

original Chocolate, Strawberry and Vanilla.

2. Develop an Online Presence:

We will be developing an online presence for Taza through extensive social media marketing.

Search engine optimization will grow visibility of the brand online and on social media

platforms.

3. Targeting Students:

We will be targeting school and college going students to create a loyal client base and would

expand our reach to new audiences and customers.

4. Build Brand Awareness & Brand Loyalty:

Our objective will be to create brand awareness and brand loyalty for Taza by expanding

reach and promoting the brand so more and more people get aware of the benefits of Taza.
5. Increase Sales, Revenue and Profit:

Through our developed marketing strategies, our objective is to increase sales and revenue

which will ultimately increase profits for the company.

6. Grow Market Share:

Our objective is to increase our market share as much as possible in the current market. Our

aim is to stay ahead of the competition by improving our product quality and introducing

varieties and flavors according to customer’s requirement.

Target Market:

Our target market will include the following:

1. Demographic Segmentation:

Age: 5 to 20 (Kids and Teens)

Social Class: Middle and Upper class

2. Geographic Segmentation:

Country: Pakistan (Nationwide)

3. Psychographic Segmentation:

Lifestyle: Sports and health centered

4. Behavioral Segmentation

Role: Parents who will play the role of buyer and their children will be the

users.

Points of Difference:

The points of difference in Taza are following:

1. Taza comes in a ready to drink pack as well as in powder for to make it yourself.

2. It is a healthy energy drink full of nutrition.

 3. It has the natural goodness of malt, skimmed milk, and cocoa.

4. Actigen-E - a combination of 8 vitamins and 4 minerals which helps in the optimal

release of energy.

5. Protomalt - a malt extract with a mixture of different Carbohydrates that provides energy

and nutrients the body needs.

Positioning:

Taza maintains to position a nutrition, health and wellness strategy by offering a Malt based

energy health drink. In 3 different flavors namely Chocolate, Vanilla and Strawberry. It

comes in an attractive packaging and aims to satisfy customer need by providing necessary

nutrition needed for a child’s growth and development. It can be consumed by kids and teens

who are into sporting activities as it comes in a ready to drink pack.

Product and Service Descriptions:

The product we are launching is Taza that is a malt beverage that can be prepared with hot or

cold milk and also comes in a ready to drink package. It offers essential vitamins and

minerals to meet the nutrition and energy demands of young bodies and minds. Taza takes

kids' development seriously and it is an energy beverage strongly associated with sports and

good health.

Product Flavours:

We are launching Taza with its original flavor that is chocolate and 2 additional flavors

including strawberry and vanilla.

Marketing Program:

1. Product:

Product Features:

Provides balanced nutrition with Protomalt which is a malt extract beneficial in providing

energy and nutrients, Actigen-E which is a combination of 8 vitamins, 4 minerals and protein

which help restore energy. It comes in three different flavors- Chocolate, Vanilla and

Strawberry.

Product Branding:

Product branding is essential as it influences the customer to buy the product.

Product Packaging:

Product packaging communicates what the product is delivering to its customers.

2. Price:

Price is one of the important factor of the Marketing Mix, or what we can better say for

product marketing. Price is one of the thing that has a direct impact on the customer, if the

price is competitive the product is accepted by the masses, if the product is over-priced than it

has to marketed in such a way that a particular category of people should buy it.

Taza is priced in an ethnocentric way which means that no matter where it is sold, it will be

sold on the same retail price as following:

S. No. Product Quantity Price Discount
1.
Taza Ready to drink 200ml Rs. 30 10% off on buying 12

(Rs. 320)

2.
Taza Sachet 20g Rs. 25 None

3.
Taza Pouch 1kg Rs. 700 None

3. Place:

Place is about the where the product is being marketed. It could be placement in shelves in

supermarkets, hoarding, billboard or doing the promotion through the channels like ATL and

BTL. Furthermore, it is also about the storing, distribution and transportation of products.

Channels:

Wholesalers and Retailers will be used to distribute Taza Nationwide.

Coverage:

Nationwide

Product Transportation:

Use of both railway & roadway to transport Taza across Pakistan to reach wholesalers and

retailers and ultimately reach the final consumers.

4: Promotion:

Promotion activities perform a major role in launching any product. An effective promotion

strategy that can help the organization to persuade the potential buyers. The following

promotional tactics will be used to increase sales of Freshworld Taza.

Advertising:

1. Taza will be promoted through TV commercials in order to capture more customers.

2. Billboards will be displayed to attract customers

3. Taza specific shelves will be designed and displayed in retail stores to increase

visibility of product.

4. Social Media Marketing

Personal Selling:

1. Taza’s sales agents will go door to door to aware parents of the benefits of Taza for

their children.

2. Push strategy will be used to directly sell to customers.

Sales Promotion:

1. Freebies will be given to customers such as Mugs, lunch boxes, etc for sales

promotion.

Publicity:

1. Sponsorships in sporting events and school functions.

2. Point of Sale displays (POS) will be set up at events.

Implementation Plan:
For successful implementation of this marketing plan, Freshworld will need to allocate a

heavy budget product manufacturing, advertising and promotions of the product. A sales

team will be gathered to market Freshworld Taza using the Push strategy. It will take a

minimum of 6 months to build the brand awareness Taza needs for a successful launch in the

market and get ahead of competition.

Short Term impact:

The short term impact of this marketing plan will be the increase in brand awareness and

benefits of Taza which will increase sales and generate revenue.

Long term Impact:

Long term impact will be the creation of brand loyalty which will help Taza expand its

product line. Customer feedback will help product improvement of Taza in the long run and

will help the research and development department introduce new flavors and product

varieties in the future.

Conclusion:

After careful evaluation, this marketing plan is made to launch Freshworld Taza in Pakistan.

It will become the reason for success in this phase of launching Taza.