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    Syeda Samia
    The document presents a marketing plan for introducing a keto ice cream product by Walls Ice Cream. The objectives are to diversify products, meet changing consumer demand, leverage brand recognition, increase sales and revenue, and differentiate from competitors. The market structure is imperfect with few sellers controlling most sales. A SWOT analysis identifies strengths in brand recognition and distribution, and opportunities in health trends, while weaknesses include lack of keto experience and potential high costs. The marketing strategy will target health-conscious consumers aged 25-45 through positioning, segmentation, and the 4Ps of product, pricing, promotion, and placement. A technical plan involves industry analysis using Porter's 5 forces and a PEST analysis. Capital structure and management are also outlined

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    Project

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    Syeda Samia
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    The document presents a marketing plan for introducing a keto ice cream product by Walls Ice Cream. The objectives are to diversify products, meet changing consumer demand, leverage brand recognition, increase sales and revenue, and differentiate from competitors. The market structure is imperfect with few sellers controlling most sales. A SWOT analysis identifies strengths in brand recognition and distribution, and opportunities in health trends, while weaknesses include lack of keto experience and potential high costs. The marketing strategy will target health-conscious consumers aged 25-45 through positioning, segmentation, and the 4Ps of product, pricing, promotion, and placement. A technical plan involves industry analysis using Porter's 5 forces and a PEST analysis. Capital structure and management are also outlined

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    The document presents a marketing plan for introducing a keto ice cream product by Walls Ice Cream. The objectives are to diversify products, meet changing consumer demand, leverage brand recognition, increase sales and revenue, and differentiate from competitors. The market structure is imperfect with few sellers controlling most sales. A SWOT analysis identifies strengths in brand recognition and distribution, and opportunities in health trends, while weaknesses include lack of keto experience and potential high costs. The marketing strategy will target health-conscious consumers aged 25-45 through positioning, segmentation, and the 4Ps of product, pricing, promotion, and placement. A technical plan involves industry analysis using Porter's 5 forces and a PEST analysis. Capital structure and management are also outlined

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    10 views13 pages

    Project

    Uploaded by

    Syeda Samia
    The document presents a marketing plan for introducing a keto ice cream product by Walls Ice Cream. The objectives are to diversify products, meet changing consumer demand, leverage brand recognition, increase sales and revenue, and differentiate from competitors. The market structure is imperfect with few sellers controlling most sales. A SWOT analysis identifies strengths in brand recognition and distribution, and opportunities in health trends, while weaknesses include lack of keto experience and potential high costs. The marketing strategy will target health-conscious consumers aged 25-45 through positioning, segmentation, and the 4Ps of product, pricing, promotion, and placement. A technical plan involves industry analysis using Porter's 5 forces and a PEST analysis. Capital structure and management are also outlined

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    © All Rights Reserved
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    Download as pptx, pdf, or txt
    of 13

    PRESENTATION : Project Development Evaluation And Feasibility

    DATE : 20-june-2023
    SUBMITTED TO : Dr. Sohaib Uz Zaman
    SUBMITTED BY : Rimsha Bibi
    Tooba Nasir
    Syeda Samia Naz
    MARKETING PLAN:

    OBJECTIVES:
    • Diversify product offerings
    • Meet changing consumer demand
    • Leverage brand recognition
    • Increase sales revenue
    • Innovate and differentiate from competitors
    MARKET STRUCTURE:
    Market structure of wall’s keto ice cream falls in imperfect market.

    • There are just several sellers, in Pakistan, who control all or most of
    the sales in this industry.
    • It is difficult to enter in a Keto ice cream industry and compete as small
    start up company.
    • , few firms are providing keto ice cream in Pakistan, if one firm
    changes its price or its marketing strategy it will significantly impact
    the rival firms.
    • there is a huge interdependence among firms, selling cost are highly
    important for competing against rival firms for a larger market share.
    SWOT Analysis:
    Strengths:
    • Established brand recognition and customer loyalty.
    • Strong distribution network and retail presence in Pakistan.
    Weaknesses:
    • Lack of experience in producing and marketing keto-specific products.
    • Potential need for additional resources or equipment for producing keto ice cream.
    Opportunities:
    • Increasing health awareness and interest in low-carb and sugar-free diets.
    • Potential to differentiate Walls ice cream from competitors and tap into.
    Threats:
    • There is a risk that the demand for keto ice cream products may not be as strong as
    anticipated, or that the market may become saturated with competitors.
    • If the production and marketing costs for keto ice cream are too high, it may not be a
    profitable venture for Walls Ice Cream.
    MARKETING STRATEGY:
    • Target market:

    we use concentrated marketing, whereby we focus our marketing efforts and resources on
    appealing to the 25–45-year-old, health conscious section of the ice cream market.

    • Positioning:

    The factors to determine the positioning for keto ice cream:


    First , company can cater to the requirements of individuals who want to keep their weight by using
    the keto diet technique. The second those people who wants keto products to be more reasonably
    priced, and the third who wants keto ice cream to be widely accessible in ice cream shops.

    • Segmentation:

    Walls segmented there consumers on the basis of Demographic, Geographic, Behavoural, and
    psychographic segmentation.
    MARKETING MIX 4P’s:

    • Product:
    Wall’s Keto ice cream is created with a heavy cream base, but the absence of sugar significantly
    reduces the net carb count, allowing consumers to enjoy it without experiencing blood sugar spikes.
    • Pricing:
    The pricing of wall's keto ice cream is lower than competitors. The disparity in pricing implies that
    the producers are conscious of the customer's demand at various levels and have made the
    necessary adjustments to balance it.
    • Promotion:
    To promote their keto ice-cream, Walls use variety of strategies like; Cycling system, Discount
    coupons, and Advertising on TV, billboards, in booklets, on stands in stores, on shop boards, at
    events, and in other places.
    • Placement:
    Walls has a robust distribution network made up of retailers and distributors. By doing this, they
    may make sure that their goods are widely accessible and simple to find at supermarkets,
    convenience stores, and other establishments.
    TECHNICAL PLAN

    INDUSTRIAL ANALYSIS:
    To analyze the industry, porter’s five force model has been chosen:
    • Low Competitive Rivalry.
    • Low Bargaining Power Of Buyers.
    • Moderate Bargaining Power Of Supplier.
    • Weak Threat Of Substitute.
    • Strong Threat of New Entrants.

    PEST ANALYSIS
    Political:
    • local laws and regulations.
    • changes to taxation or trade agreements.
    Economic:
    • Young population
    • consumer spending and disposable income

    Social:
    • beneficial from a social perspective.
    • healthy eating and lifestyle.

    Technological:
    • increase the reach and visibility of their new product
    • quality of the product.

    CAPITAL STRUCTURE:
    Equity and debt funding make up the capital structure of the company. 7500000 PKR is the total
    capital. The equity funding will cover 75% of the startup costs, being 5625000 PKR, while the debt
    financing (loan), or the remaining 25%, will cover 1875000 PKR.
    MANAGEMENT:

    The business will be overseen by seven individuals who will each serve as the head and manager of their own
    departments.
    FINANCIAL PLAN:

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