SUED IN A COURT OF LAW.

Prepared for:

Ms. TABINDA ISLAM

Prepared by:

GROUP LEADER: AQEEL ABBAS

GROUP MEMBERS:
SADAF PERVAIZ
GHULAM MURTAZA
UMER MALIK
SHAH BAHRAM
AZAM SAQI
NADEEM HABIB

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 SUED IN A COURT OF LAW.

DEDICATION

DEDICATED TO OUR LOVING PARENTS & TEACHERS ESPECIALLY MS.

TABINDA ISLAM

AND

OUR FRIENDS/CLASS FELLOWS

ACKNOWLEDGEMENT
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 SUED IN A COURT OF LAW.
ANY OTHER PARTY, THIS PRODUCT IN HARD COPY OR DIGITAL FORM. ALL OFFENDERS WILL AUTOMATICALLY BE SUED IN A COURT
© Copyright BizTree. 2006. All rights reserved. Protected by the copyright laws of the United States and Canada and by international treaties. IT IS
ILLEGAL AND STRICTLY PROHIBITED TO DISTRIBUTE, PUBLISH, OFFER FOR SALE, LICENSE OR SUBLICENSE, GIVE OR DISCLOSE TO

First of all, we bow ourselves before ALLAH, the Merciful and Beneficent for
empowering us to start and complete this project.

The work presented in this project has been carried out under the dedicated
supervision of MS.TABINDA ISLAM. His keen interest and invaluable guidance, in
every stage of the project is greatly appreciated.

SADAF PERVAIZ
AQEEL ABBAS
OMER MALIK
SHAH BEHRAM
AZAM SAQI
NADEEM HABIB

Statement of Confidentiality & Non-Disclosure

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OF LAW.
 SUED IN A COURT OF LAW.

This document contains proprietary and confidential information. All data submitted to
SUPERIOR UNIVERSTY is provided in reliance upon its consent not to use or disclose
any information contained herein except in the context of its business dealings with
Freshness Company Ltd. The recipient of this document agrees to inform its present
and future employees and partners who view or have access to the document's content
of its confidential nature.

The recipient agrees to instruct each employee that they must not disclose any
information concerning this document to others except to the extent that such matters
are generally known to, and are available for use by, the public. The recipient also
agrees not duplicate or distribute or permit others to duplicate or distribute any material
contained herein without Freshness Company Ltd's express written consent.

Freshness Company Ltd retains all title, ownership and intellectual property rights to the
material and trademarks contained herein, including all supporting documentation, files,
marketing material, and multimedia.

BY ACCEPTANCE OF THIS DOCUMENT, THE RECIPIENT AGREES TO BE BOUND

BY THE AFOREMENTIONED STATEMENT.

OUR MISSION STATEMENT

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 SUED IN A COURT OF LAW.

"We promise to respect our self and others, have the courage to do what's right, show
loyalty to our university, our self, and our community, have tolerance for all, and accept
responsibility for our words and actions."

EXECUTIVE SUMMARY

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 SUED IN A COURT OF LAW.

Freshness Company Limited is a Pakistan-based beverages company. The Company is

engaged in manufacturing, processing and sale of Beverages; Juices (sugar free,
drinking water). The segments of the Company include juices and water products.

Management

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 SUED IN A COURT OF LAW.

Title

Name

Age

Title
Date

Start
Date

Chairman of the Board

SAROOP ANWER

Chief Executive Officer/ Managing Director,

Director
SADAF PERVAIZ

11/28/2007

Head of Finance and Control, Secretary

AQEEL ABBAS

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 SUED IN A COURT OF LAW.

Business Names
Business Name

Freshness water Limited

Freshness Pakistan Ltd.

General Information
Number of Employees:
2,345
(As of 12/31/2007)

Outstanding Shares:
784
(As of 12/31/2007)

Shareholders:
671
(As of 12/31/2007)

Stock Exchange:
KAR

Fax Number:
(42) 578-9302

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TABLE OF CONTENTS
Company’s Mission Statement 10
COMPANY’S VISION STATEMENT 10
THE FRESHNES BUSINESS IN LAHORE 11
INTRODUCTION TO TEEN-AGE JUICE 12
CURRENT MARKET SITUATION 13
 Market Demographics 13
 Geographic 13
 Demographic 13
MARKET DESCRIPTION 14
 Product review 14
 Product Features 14
 COMPETITVE REVIEW 15
“TEEN-AGE JUICE” COMPETITORS 15
 Benz 15-16
 Shezan 17
DISTRIBUTORS REVIEW 18
SWOT ANALYSIS 19-21
PEST ANALYSIS 22
OBJECTIVES & ISSUES 23
MARKETNG STRATEGY 24
Positioning Strategies 24
MARKETING MIX 25
 Product Strategy 25
 Product variety 25
 BRAND NAME 26
QUALITY 26
DESIGN 26
Pricing Strategies 26
Amounts are in Pak Rupees 27
 PRICE AND QUALITY GRID 27
 Communication Strategies 28
CRITERIA FOR PROMOTION 28
 Main Sources of Prootion 28
 Market Research 29-30

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 Marketing Organization 31
 Action Programs 31
BUDGETTING 32
 Electronic edia 32
 Print Media 33
 Cable operators 33
 Main cable operators 34
 Billboard 34
 Skins advert 34
 Expected Revenue 35
 On television 35
 On News Paper 35
 On Cable 36
 On Billboard 36
 On skins 37
Promotion Strategy 38
 Push 38
 Pull 38
Controls 39
 Measuring 39
 Comparing 39
 Correcting 39
Consumer Motivation 40
 Innate & acquired needs 40
 Emotional Motives 40
 Brand personality 40
 Personality and color 41
 Consumer Perception 41
 Just noticeable Difference (j.n.d) 42
 Perceptual selection 42
Selective perception 43
Perceptual Blocking 43
Perceptual organization 43
Consumer imagery 43
 Perceived quality 44
CONSUMER LEARNING 45
 Instrumental conditioning 46
 Involvement theory 46

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CONSUMER ATTITUDE 46
Tricomponent model 46
 Attitude-towards-ad Model 47
 Situation Analysis 48
Social Analysis 48
Environmental Analysis 49
 Freshness environmental strategy 49
 Main Issues in Focus 49
 Supply Chain 50
APPENDIX 51-52
CONCLUSION 53
References 54

COMPANY’S MISSION STATEMENT

“To set world class standards in the Juice industry through providing a diverse range of
high quality Juice products that are prepared in accordance with Islamic principles
striving to satisfy consumers tastes and needs and serving the Society”

COMPANY’S VISION STATEMENT

“To be a global leader in the Juice industry, dedicated to provide fresh and pure juice
with the highest standard of quality and health and a role model for all Juice providers”
There is a strong emphasis on Research and Design in the new organization together
with a willingness to collaborate with other companies to bring advantaged products to
the market

COMPANY'S PUNCH LINE:

Freshness -" Taste with low fats" - People in Pakistan generally refers cold drinks as
‘Pure Taste’. So Freshness wants to give an impression that whenever a customer think
of ‘Pure Taste’, he should think of Freshness. So the Punch line makes ‘Taste’ equal to
Freshness. Of late, we also have the “100 % pure taste”.

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THE FRESHNES BUSINESS IN LAHORE

The FRESHNES will commence its operation in Lahore from February 2009. The
factory facility has been founded on a 10 canal area of land in the Industrial area,
Riawind Road Lahore.

The factory is expected to match the demand of our products. We have ensured the
installation of modern, sophisticated and efficient equipment, conforming to the very
latest standards of "Goods Manufacturing Practices".

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INTRODUCTION TO TEEN-AGE JUICE

People started too perished under the scorching heat of summer in our country. They
need an energy drink to refresh themselves. TEEN-AGE JUICE is a fresh juice product.
It provides energy and keeps people fresh when they are felt weak or tired from doing a
lot of work.
It contains vitamins and proteins which is a useful energy source. Vitamins give
freshness and proteins are the energy cells that recharge the human body so that they
work at their maximum. With low fats

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The students, employees and workers become tired due to the work burden and
sunlight which make them feel loose. They need an energy drink that makes them re-
energize so they may be able to perform better again and feel refresh.

INGREDIENTS ARE:
Apple and Orange Pulp

.
CURRENT MARKET SITUATION
Refresh is a fresh juice product that is going to introduce in the Lahore domestic market.
We are focusing to all levels of generation. The kids, youths, mature and olds and
overall families
The prices of the refresh are moderate, because it is for everyone in the society.

MARKET SEGMENTATION:
The customer of the Refresh consists of following:

a. Geographic’s:

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 SUED IN A COURT OF LAW.

The refresh geographic target area is currently Lahore. We are supplying our product to
all area of the Lahore.

b. Demographics:

There is an almost equal ratio between male and female and also kids.
Ages 5--- 50 are the customers. We are focusing offering

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MARKET DESCRIPTION

The TEEN-AGE JUICE is currently facing a very competitive environment. Because the

competitors of the TEEN-AGE JUICE are:-

• Shezan
• Country
• Benz
• Sunfresh

PRODUCT REVIEW:

The TEEN-AGE JUICE is available in 125ml size and available in different Flavors like:
• Apple
• Orange
• Grapes
• Mix-fruit

PRODUCT FEATURES:
The products have the following Features:
• Available in different sizes
• Fresh original Fruit Juice
• Having Protein and Minerals
• Tetra Pack Protection packing.

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 SUED IN A COURT OF LAW.

COMPETITVE REVIEW

“TEEN-AGE JUICE” COMPETITORS:

The competitors of “Refresh” juice are more than 10. Benz is leading market right now
and other companies are far away from it. Benz has loyal customers over the years
because it is very old company and customers are aware of its merits & demerits. The
company’s first purpose is to compete Benz and other juices which have large market
share.
The main competitors are Benz & Shezan.

1.BENZ

PRODUCT:

Benz juices are the products of Benz Pakistan LTD.

QUALITIES OF BENZ:
a. High availability

b. Large range of flavors

c. Standardized and attractive packing

d. large promotion and market coverage

e. Available in Various weights packing.

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 SUED IN A COURT OF LAW.

PRICE:
Different sizes are available in various prices. Minimum price is 15 Rs.

PROMOTION:
They promote this product through
a. Electronic media

b. Print Media

c. FM Radio stations

d. Wall Chalking

e. Billboard

PLACE:
Benz has wide networks all over Pakistan it has more than 300 distributors in all over
four provinces of Pakistan.

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2.SHEZAN

PRODUCT:
The product we selected is shezan juice a product by Shezan international Ltd

QUALITIES OF SHEZAN:
a. High availability

b. Large range of flavours

c. Standedised and attractive packing

d. large promotion and market coverage

e. Available in Various weights packing.

PRICE:
Minimum price of juice is 10 R.s .
PLACE:
Shezan has a large market share in Pakistan.
PROMOTION:
They promote this product through
a. Electronic media

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b. Print Media

c. FM Radio stations

d. Wall Chalking

e. Billboard

DISTRIBUTORS REVIEW

To assure the availability of its product “Refresh” juice has established effective network
of registered dealers. The main target of these juices is Lahore.

MANUFACTURER DISTRIBUTOR RETAILER CONSUMER

We don’t have our own distribution channel; we have a third party association for this
activity. The distributor directly picks the order from the factory floor and distributes it to
the various retailers and wholesaler.

The end consumer would then purchase “TEEN-AGE JUICE” from the retailer. The
distributor hired by us is amongst the most reliable distributors in the region. They enjoy
a flawless reputation combined with business relations with numerous retailers even in
the rural areas of Lahore and near sides. This has ensured that “TEEN-AGE JUICE” will
be made available all over Lahore.

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SWOT ANALYSIS

STRENGTHS:
• Updated technology plant

• Quality product

• Specialists available for specialized jobs and tasks

• Very experienced staff to its credit

• Medical insurance of employees

• Pakistani made

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• Targeted to low and middle class people.

• Reasonable price

• Approved from health department ministry of health

• International standard packing

• Artificial flavors free

• Expiry date above 3 months

WEAKNESS
• new juice industry

• small distribution network

• Only three flavor.

OPPORTUNITIES
• Increase the distribution network.

• Pursue the newer technology & techniques.

• Market is very big & attractive.

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• Take-over of the distributor

• Gain control of more than 50% of the market share.

• Increased demand of high quality products due to Lahore being a developed city.

THREATS
• Political instability.

• No political affiliation

• lack of production

• lack of distribution

• new entrance from the exiting competitors

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 SUED IN A COURT OF LAW.

• so many competitors

• retaining consumers

• Economic instability.

• Increases of general sales tax

• Increase in prices of electricity (increase in manufacturing overheads, hence

decreasing profit

• margin unless prices are increased)

• Imposition of heavy taxes on import of machinery

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 SUED IN A COURT OF LAW.

Pest Analysis
Analysis
• Political
• Economical
• Social
• Technological

Political factors:
Environment is investor friendly beverages sector is under de-regulation.

Economical factor:
Market should consider long term and short term of a trading market. Inflation is
controlling by state bank and under strict eyes but unemployment rate is going up and
up with the increase level of poverty.

Social factor:
As Pakistan is an Islamic country and people are very strict in case of Islam any things
against the philosophy of Islam on either print or electronic media are treated as against
Pakistan.

Technological factor:
Company has technology with which they can compete in the Pakistan and now
company is investing in their infrastructure to not only expand but also to upgrade their
existing structure.

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 SUED IN A COURT OF LAW.

OBJECTIVES & ISSUES

Objective and Goals must be smart for the purpose of marketing plan as we know

SMART means specific, measurable, attainable, realistic and timely

• Growth in all regions.

• Satisfy our customer.

• Provide high quality Fruit Juice.

FIRST YEAR OBJECTIVE:

The objectives are

• Profit maximization.

• To earn a good reputation and create a good image of the company.

SECOND YEAR OBJECTIVES:

• Increase the advertisement.

• Generate 60% brand awareness with in the consumers target market.

ISSUES:
Following are the issues that “TEEN-AGE JUICE” is facing:
In relation to the product launch our major issue is the ability to establish a well
regarded brand name linked to a meaningful positioning. We must heavily invest in
market to create an image of our company and our brand. We also need to measure the
awareness and response from the customer about our product. So we can adjust our
marketing efforts.

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 SUED IN A COURT OF LAW.

MARKETNG STRATEGY

The market strategy is based on positioning of the product in the mind of consumers.

• Providing high quality Juice to the customers.

• Targeting upper-end income as the end customers.

1. POSITIONING STRATEGIES:

We want to put an image of our product in the consumers mind as compare to

competitor’s product. We want to target the high school, college and graduate students
who have to work hard and need to “TEEN-AGE JUICE” them in an instant. We have to
position our product on the base of quality, cost and nutrition’s.

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MARKETING MIX

 Product

 Price

 Promotion

 Place

2. PRODUCT STRATEGY:
• Develop the long-term relationship with the customers

• Give values to the customers to delighting them

• Do whatever it takes not to satisfy the customers but retain our customers

In order to accomplish this objective, the company has established sales, marketing and

support teams.

PRODUCT VARIETY:
Our product would be available in the following flavors:-

 Apple
 Orange
 Grapes
 Mix-fruit

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BRAND NAME:

The name which we have chosen for our product is “TEEN-AGE JUICE”.
JUICE
QUALITY:
High quality assurance would be our first priority. This would be ensured by:

• Implementing high quality standards

• Total quality management

• Acquisition of the high quality raw materials

DESIGN:

“TEEN-AGE JUICE”” is a sweet, refreshing Juice with an eye catching Tetra hedral
pack.

3. PRICING STRATEGIES:
Our pricing strategies for the product are for total cost, which include custom services
and other expenses. Pricing strategy usually change as the product passes through its
life cycle. The price should be set at moderate level in order to attract a large number of
buyers and to gain large market share.

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Amounts are in Pak Rupees:

Total cost per kg = 14.40

Units produced per kg = 4 kg
Per unit production cost= 14.40/4= 3.60/-
Packing per Juice= 1.75/-
Per straw = .15/-
Card board box for 27 juices = .25* 27 = 6.75(.25)
Total packing cost per juice pack = 1.75+.25 = 2.00/-
Total cost per juice pack = 3.60+2.00+.15= 5.75/-
Profit margin per juice pack: 1.667
Selling price per juice pack (distributor)/Invoice price per juice pack = 7.40/-
Selling price per box containing 27 juice packs (distributor) = 200.00/-
Profit per unit (manufacturer) = 1.667

Profit per pack sold (27 juice packs) = 45

Trade price= 7.40 Retail price= 10.00

PRICE AND QUALITY GRID: This grid shows what pricing strategy a firm is perusing:-

L
O
PENETRATION
W ECONOMY
“FRESHESS”
“FRESHESS
H
PRICE I
G SKIMMING PREMIUM
H

LOW HIGH
Quality

According to this grid we are offering high quality at low price. So we are following
penetration strategy.

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4. COMMUNICATION STRATEGIES:
PROMOTION:
Actually the promotion is a first step when we are launching a new product, but we
make its strategies in last. We want to make a good image in the mind of customers,
so that they will buy only our products.
CRITERIA FOR PROMOTION:
In promotion our main objective is to provide:
• Awareness
• Knowledge
• Liking
• Preference
• Purchasing

MAIN SOURCES OF PROMOTION:

• skins
• Print Media
• Electronic Media
• Cable network

5. MARKET RESEARCH:
Using research, we are identifying the benefits that our target market segments value.
Using the research tools as:
o Feedback from test market
o Surveys
o Questionnaires

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Brand awareness research will help us determine the effectiveness and efficiency of our

message.

Example:

1. I enjoy juice that is:

• Fresh squeezed

• Made from concentrate

• Without pulp

• With some pulp

• Anytime at all

• Others:

2. I usually prefer the following brands of juice:

• Nestle

• Benz

• Shezan

• Other:

3. I drink juice because:

• It's a good source of energy

• It's a good source of vitamins

• It goes well with other foods

• It tastes great

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• Others:

4. about the price of juice:

• I don't care much.

• I buy less when the price goes up.

• I buy extra on sale & store them.

5. About the brand(s) I buy:

• I often switch based upon price

• I sometimes buy juice

• I always buy the same brand

• Other:

6. I own a juice machine and squeeze my own juice.

• Yes, sometimes

• Yes, everyday

• No...

7. I am:
• Female

• Male

8. My age group is:

• Under 10

• 11-20

• 21-29

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• 30-39

• 40-49

• 50-59

6. MARKETING ORGANIZATION:

FRESHNESS’s chief marketing officer, GHULAM MURTAZA, holds overall responsibility

for all of the company’s marketing activities. There are other subordinates with him to
help the sales campaigns, trade and consumer sales promotions, and public relations
efforts.

7. ACTION PROGRAMS:
The “TEEN-AGE JUICE” will be introduced in February. Following are summaries of the
action programs we will use during this summer session to achieve our stated
objectives.
January we will initiate 1000000 rupees trade sales promotion campaign to educate
dealers and generate excitement for the product launch, and provide sample crates to
our selected product reviewers, opinion leaders and celebrities as part of our public
relation strategy.

February We will start an integrated print/displays/television campaign. The campaign

will show how many features the “TEEN-AGE JUICE” have for users to reenergize
them.
June As the juice advertisement continues, we will add consumer sales promotion by
including them to our messages. We will also support or retailer to increase our sales.

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July-August We plan to roll out a new advertisement having new views of customers
who have used our drink which will help to promote our juice.

8. BUDGETTING:
• Electronic Media

• Print Media

• Cables operator

• Billboards

• Skins advert

A. ELECTRONIC MEDIA:

Geo:

For 15 days

2000 PST

30sec

3 times in a day

6 lacs

B. PRINT MEDIA:

Nawai waqt:

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 SUED IN A COURT OF LAW.

Front page quarter page 4 colour

For 2 days

30000 * 2 = 60000

27” on after 3 days at back

7000* 8 = 56000

Jang:

Only on Sundays

30000*4= 1 lac 20 thousand

236000/-

C. CABLE OPERATORS:

Advertisement will play only at Ten Sports and on Star plus in evening from 6 to 12 pm
because viewer ship of these channels are more as compare to others. For the purpose
of this company decides to spend Rs. 100,000. In this budget 4 cable operators with
maximum coverage in Lahore city will play ad on the above-mentioned channels in
routine for 2 months.

Main cable operators

 Sanda to mansoora
 Food Street to mughalpoora

100000*2= 2 lacs/2= 1lac

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 SUED IN A COURT OF LAW.

D. BILLBOARDS:

Company decides to take billboards for its starting advertisement campaign this is a
plan of 15 days rent for billboard is Rs.100, 000 each. The sites selected by the
company are in the areas of Mall Road, DHS, Allama Iqbal Town, Liberty Market, kalma
chowk,

5 * 100000= 5 lacs

E. SKINS ADVERT:

50 main stores/areas/shops in city

Per skin cost 200

80* 200 = 16000/-

Expected Revenue

Total population of Lahore = 7500000

A. ON TELEVISION:

Expenditure: 600000/-
20% of population viewed our ad= 7500000*20 /100 =1500000
10% of viewed population tried our product = 1500000 * 10 / 100 =150000
10% of population tried became our average customer = 150000*10/100=15000
On 1 unit sold we get profit = 1.667/-
On 15000 units we get = 15000*1.667 =25005/-
For 30 days = 2 5005 * 30 =750150/-

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Revenue = 750150/-

B. ON NEWS PAPER:

Expenditure: 236000/-
Total readership = 3000000
25% of Readership viewed our ad= 3000000*25 /100 = 750000
10% of Readership tried our product =750000 * 10 / 100 =75000
10% of tried became our average customer = 75000*10/100 = 7500
On 1 unit sold we get profit = 1.667/-
On 7500 units we get = 7500*1.667 =12502.5/-
For 30 days = 12502.5* 30 =375075/-
Revenue = 375075/-

C. ON CABLE:

Expenditure: 100000/-
10% of population viewed our ad= 7500000*10 /100 = 750000
10% of viewed population tried our product = 750000 * 10 / 100 =75000
10% of population tried became our average customer = 75000*10/100 = 7500
On 1 unit sold we get profit = 1.667/-
On 13000 units we get = 7500*1.667 =12502.5/-
For 30 days = 12502.5 * 30 =375075/-

Revenue = 375075/-

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 SUED IN A COURT OF LAW.

D. ON BILLBOARD:

Expenditure: 500000/-
20% of population viewed our ad= 7500000*20 /100 =1500000
10% of viewed population tried our product = 1500000 * 10 / 100 =150000
10% of population tried became our average customer = 150000*10/100 = 15000
On 1 unit sold we get profit = 1.667/-
On 15000 units we get = 15000*1.667 =25005/-
For 30 days = 25005 * 30 =750150/-
Revenue = 750150/-

E. ON SKINS

Expenditure: 16000/-
Total readership = 300000
25% of Readership viewed our ad= 300000*25 /100 = 75000
10% of Readership tried our product =75000 * 10 / 100 =7500
10% of tried became our average customer = 7500*10/100 = 750
On 1 unit sold we get profit = 1.667/-
On 13000 units we get = 750*1.667 =1250.25/-
For 30 days = 1250.25 * 30 =37507.5/-
Revenue = 37507.5/-

Total revenue: 2287957.5/-

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Only total expenditure: 1552000/-

2287957.5- 1552000 =735957.5/-

Promotion Strategy

"Push or Pull"?

Marketing theory distinguishes between two main kinds of promotional strategy - "push"
and "pull".

Push:
A “push” promotional strategy makes use of a company's sales force and trade
promotion activities to create consumer demand for a product. The Freshness promotes
the product to wholesalers, the wholesalers promote it to retailers, and the retailers
promote it to consumers.
For example Freshness promote their products via retailers such as Juices, energy
drinks. Personal selling and trade promotions are often the most effective promotional
tools for companies such as Freshness. for example offering subsidies on the Different
flavors of juices to encourage retailers to sell higher volumes. A "push" strategy tries to

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 SUED IN A COURT OF LAW.

sell directly to the consumer, bypassing other distribution channels (e.g. selling
insurance or holidays directly). With this type of strategy, consumer promotions and
advertising are the most likely promotional tools.

Pull:

A “pull” selling strategy is one that requires high spending on advertising and consumer
promotion to build up consumer demand for a product. If the strategy is successful,
consumers will ask their retailers for the product, the retailers will ask the wholesalers,
and the wholesalers will ask the producers.

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CONTROLS:
This is the main and last element of the marketing planning by using this we can check
our product standard by comparing It with our standards if there is any problem arrive in
marketing plan the it must be corrected.
Three main functions are performed under this element of planning that is:
• Measuring

• Comparing

• Correcting

Measuring:
We can check our marketing condition through measuring in which different types of
tasks may be performed like
• Surveys
• Questionnaires

Comparing:
In controlling process we compare our product with our standards.

Correcting:
If any problem occurs then correcting process will take place in which we found that
from where the problem will arises.

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Consumer Motivation

Innate & acquired needs

Consumer can fulfill both his basic innate need (thirst) and acquired need (egoistic
need) at the same time.

Emotional Motives

We will target the emotional motives (pride) of consumers. The consumers will feel
proud of drinking tin pack drink, and show his belonging to a particular class.

Brand personality

Brand Personality

Excitement Competence Ruggedness

- Spirited
- intelligent - outdoorsy
- Up-to-date

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We will later develop ads showing successful student in the college using our TEEN-
AGE JUICE. As well as adventurous and thrilling ads, ads with the famous celebrities
like Atif Aslam & Ali Zafar.

Personality and color

As we are targeting the youngsters, so the packing will include base color ‘silver’, with
‘blue’ and ‘red’ fore color.

Silver wealthy
Red exciting, passionate
Blue authority

Consumer Perception

Just noticeable Difference (j.n.d)

The competitor’s quantity of tin pack is usually 330 ml. But our product’s quantity will be
350 ml (above j.n.d level). Provide less calories 35.4 kcal (above j.n.d level).

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Perceptual selection

Nature of stimulus:
Our brand name is “TEEN-AGE” related to teenage YOUTH. The brand name will be
easy to remember, recall and the consumers can relate it to the youngsters.
Expectation:
It is the common perception of Pakistani people that the local made JUICES like
Country, fruity etc. are of inferior quality. Similarly, the drinks in regular bottles are
mostly counterfeits.
In order to change the perception, we have introduced the drink in Tin pack to establish
good image about the quality.

Selective perception

Selective attention:
We will use attractive colors like olive, orange in the back ground of the advertisement
in the print media in order to get the attention of the youngsters. The advertisement will
be pasted up side down, so that the consumers will pay special attention to the ad as it
will create a unique look.
Also in the T.V advertisements, the popular songs of Pop singers like Atif Aslam , Ali
Zafar will be played as background music for stimulus generalization.

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Perceptual Blocking:
 We shall organize and sponsor a 20/20 Cricket Cup among the regional cricket
teams.
 Place our product’s advertising hoarding in the cricket matches of Pakistan.
 Be the official sponsors of the Pakistan Hockey team.
 Repetition of advertisement on different channels.
 Placement of product in T.V dramas.
 Organize musical concerts.
 Sponsor the Geo sports news.

Perceptual organization

Figure and ground

Attractive colors like olive, orange in the back ground of the advertisement in the print
media.
Popular songs of the Pop singers like Atif Aslam , Ali Zafar will be played as background
music in T.V advertisement and these celebrities will also perform in the advertisement.
These celebrities are popular among the youngsters.

Consumer imagery

Product positioning
TEEN-AGE JUICE will be positioned as a drink for the youngsters who are enthusiastic,
extroverts and energetic and who enjoy their life.

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Perceived quality

Extrinsic cues

 TEEN-AGE JUICE will be introduced in Tin pack to establish good image about
the quality.
 As we are targeting the youngsters, so the packing will include base color ‘silver’
, with ‘blue’ and ‘red’ fore color.
 Pop singers Atif Aslam , Ali Zafar’s appearance in the advertisement.

CONSUMER LEARNING

Classical conditioning

Repetition
Repetition of advertisement on different channels.

Stimulus discrimination
Positioning “TEEN-AGE” against the competitors (NESTLE, SHEZAN) as drink for the
youngsters who are enthusiastic, extroverts and energetic and who enjoy their life.

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Instrumental conditioning

Shaping
Free drinks will be offered through promotional campaigns at the school, colleges,
universities, shopping malls. One tin can will be given free on purchase of 2 two 1.5 liter
pack of Teen-age.

Involvement theory

Peripheral Route

Pop singers Atif Aslam , Ali Zafar’s appearance in the advertisement.

CONSUMER ATTITUDE
Tricomponent model

As our product is a low-involvement product and soft drinks is mostly related to

impulsive buying. We are following the peripheral route, so the following will be the
sequence

Affective Co native Cognitive

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Attitude-towards-ad Model

Our desired objective is to form the consumer’s attitude through the following route:

Exposure to AD

Export
Feeling from Ad Process
(Affect)

Belief about Brand Attitude toward Ad

Export
Process

Export
Export
Attitude towards brand Licenses

Finish
Web Development

Company D Company F
Company E
Company G 49

Company H
 SUED IN A COURT OF LAW.

Situation Analysis
Social Analysis:

For beverages companies, take back and recycling add value. They support brand
value and customer loyalty and inspire customer insights. They also demonstrate
environmental responsibility.
Manufacturers like Freshness are generally in a disadvantaged position for take back,
due to the costs involved and the lack of many consumer touch points.
Again in new products. In a typical consumer scenario, such as when a health
conscious customer is perceived value. Successful take back is also driven to a great
extent by economics and market factors, which in turn place large quantities of used
Beverages in refreshing scenarios. This causes concern for the quality and safety of
products repaired or altered outside of the intense controls fundamental to a juice
production process.
By governments. There are various take back channels and “Freshness” company has
limited control over the actual flows. Despite the challenges posed by the logistics of
existent.
Freshness is also piloting different forms of cooperation with operators and distributors,
such as collection Raw material at point of Distributers, as well as in various industry
level schemes

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Environmental Analysis
Freshness aims to be a leading company in environmental performance. By working to
reduce the adverse environmental impacts of our products and activities, our customers
can use our products with confidence and good conscience. Combining environmental
issues into daily work makes business sense for Freshness. By working to reduce the
adverse environmental impacts of our products and activities, we minimize risk, ensure
legal compliance, gain stakeholder acceptance, and help advance the long-term
success of our company. Our customers can also use our products with confidence and
good conscience. Through our environmental strategy, we work to ensure that our
products are safe for Health use. Teen-age juice by Freshness Company is a trusted
brand and we take that
trust seriously.

Freshness environmental strategy:

Freshness is a leading company in environmental performance. Freshness’s

environmental strategy is based on lifecycle thinking, beginning with the extraction of
raw materials and ending with recycling and disposal of as well as the reintroduction of
recovered materials into the economic system. Our goal is to make people healthy and
fresh, which have no undue environmental impact, consume energy efficiently, and that
can be appropriately reused, recycled or disposed of. Freshness's environmental
strategy is integrated with our business strategy. Our four business groups have set
environmental targets for their own activities to implement our corporate level
environmental strategy.

Main Issues in Focus:

Three important global issues remain at the forefront of much of Freshness’s

environmental work. End-of-life products and energy efficiency.

* Substance management during the planning and design of our products, one of our
main focus areas is their material content. We are continuously analyzing the materials
used in our products with the aim of reducing the amount of potentially hazardous or
Harmful content.

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* we have many years to exist in a market for our own arrangements for Juice and
other beverages , as well as for make strong customer relationship. Freshness is
assuming product responsibility as defined by the directive as it is implemented
throughout Pakistan. And of course in Centers and Flagship stores in all markets where
we do business.

* Energy efficiency In our product creation as well as our own operational activities, an
important area for continuous performance improvement is in energy efficiency. We
have consistently been able to reduce the energy intensity of our products.

Supply Chain:

We are committed to reducing the environmental impact of our business. We expect all
Beverages suppliers to take a similar approach. At Freshness, we believe in long-term
partnerships with suppliers who share our approach to ethical business. Together we
work hard to anticipate risk, demonstrate company values, enhance our governance
practices, increase employee satifaction and look after the communities where we do
business.

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APPENDIX

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Country FRESHNESS

Resources

Logistics

Beverages
Experience

System design skill

Brand power

Consumer
Relationship

Cleverness

Industrial design

Music solution

Breadth

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CONCLUSION
Freshness is become to world leader in Beverages’ Industries, driving the
transformation and growth of the converging Healthy and Energetic Environment.
Freshness is about enhancing taste and exploring new way to feel fresh and healthy.
Explore the full potential of TEEN-AGE with Different Flavors coming in market with full
of competition

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References

• www.google.com
• www.freshness.com
• Visited seniors of Superior University
• www.superior.edu.pk
• Visited teachers
• By own thinking
• Concern Books Related to Report Writing
• Koen, B. V., 2002. “On the importance of "presence" in a web-based course”, Frontiers
in Education Conference. Vol. 1, pp. T3E/21-T3E/26.
• Zou, P., Marsden, P. and Ong, E. 2002. The application of E-learning in construction
management programs”, AUBEA Conference.
• Wang, A.Y.2002. “Predictors of web-student performance: The role of self-efficacy and
reasons for taking an on-line class”, Computers in Human Behavior, Vol. 18, No. 2, pp.
151-163

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