MARKETING PLAN SUMPTULUPZ (Snack Healthy Be Wealthy)

Submitted by:
Maria Masood Sidrah Shaikh M. Naeem Zeeshan Talha Khalil 11994 11562 11605 11743

We Track Fitness by Counting Calorie.

Submitted to:

Miss Midhat Masood

Submission Date:
30th Dec, 2010

TABLE OF CONTENTS
S.NO 1 2 3 4 5 6 Abstract Executive Summary Sumptulupz Taste Developer Keys of Success Situation Analysis Customers Competitors Company Context 7 8 9 Marketing Opportunities and Issues Obesity Crisis Objectives. Product Awareness Sales Forecast 10 Marketing Strategy 19 12 13 15 16 18 CONTENTS PAGE # 5 6 7 8 10 11

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11 12 S.NO 13

Target Markets Positioning CONTENTS Marketing mix Product Price Place Promotion

21 22 PAGE # 25 25 26 27 27 28 29 30 31 33

14 15 16 17

Sumptulupz Life Cycle Introduction Stage Contingency Plan Benefits of Sumptulupz Conclusion

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Acknowledgement

After Allah Almighty, we are thankful to our instructor Miss Midhat Masood who gave us a chance to conduct a study of launching a new product in the market as it was not only a learning experience but a good and challenging exercise to prove our potential and building extensive knowledge about the local market. We all are grateful to her for assigning this project, which has further helped us in evaluating many interrelated dimensions of marketing and professional implementation on any product or service. Finally we bestow our thanks to all who has directly or indirectly supported us with their assistance and guidance to compose this report and accomplish broader vision to visualize things in marketing concepts.

Thank You

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Abstract
Background: To critically examine & understand the market movements and fluctuations for the fruit based snack, Sumptulupz. Methods: Analytical examination of overall healthy food snacks market. Results: The snack foods industry continues to experience strong growth, due to the decline in the number of formal meals eaten and continued demand for foods which can be eaten on-the-go by time-pressed consumers. Over the last decade, health has been one of the main drivers of the snack foods market.

Conclusions: Given the highly competitive

nature of the snack foods market, levels of innovation and new product activity have traditionally been on the high side.

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This has been accentuated by growing consumer health demands; as well as the pressure manufacturers are coming under to develop nutritionally superior snacks.

Executive Summary:
This report shows the marketing strategy of Sumptulupz by doing SWOT analysis as well as describing four Ps. Sumptulupz is a unique kind of snack which comprises of real tasty fruits and added preservatives

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toped with chocolate sauce and comelle. It is a nutritional snack which is preferred by the people who want to eat natural product rather than junk. We will target Health conscious youngsters belonging to upper middle and upper class. We will spend huge amount of our capital on its promotion that will reduce our profit in first few years, but later on it will result in huge profit gains. Sumptulupz is a healthy snack that is enriched with all the essential vitamins and minerals that covers the daily requirement of every individual, which gives it a competitive edge over other snacks. We have Direct/Indirect Marketing Channel from manufacturer to consumer. We will market our product through different pricing strategies, i.e. Market skimming pricing strategy, perceived value pricing, etc .And eventually, by providing best quality in our product, we will gain customer satisfaction and greater returns.

Sumptulupz:
Sumptulupz, a healthy real fruits based snack has a small but effective way to ensure nutritional requirements are being met.

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Sumptulupz offers high healing nutritional value as it is enriched with natural fruits which offers high percentage of anti oxidants. Sumptulupz have a wide array of simple and complex carbohydrates providing a source of energy that can be sustained over longer periods than a snack formulated with only processed simple sugars. Fruit sugars found in Sumptulupz serve as an immediate source of energy. And because Sumptulupz taste so good, it is readily consumed by children. Adults too are crazy about it as they love nutrition.

|||Kids love the Real Fruit Flavor. Adults love the nutrition!

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Taste Developers:
A company thats all about helping people be the best they can be - doing good things when it comes to our health and that of our children - and caring for the environment. You get a company called, Taste Developer.

Mission Statement
Our Roadmap begins with our mission, which explains our purpose of existence as a company and serves as the standard against which we measure our decisions and actions. 1. To learn and innovate 2. To grow continuously 3. To create value for our customers by providing delicious yet healthy food.

OBJECTIVES:
Financial objectives:

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To become Stars = ( High growth, High Market share) Strategic objectives: 1. Explore new competitive advantages 2. Sustain existing competitive advantages 3. Capture attractive growth opportunities 4. Fully utilize our core competencies

Ethical and socially responsible objectives: 1. Use acceptable producing and processing procedures 2. Produce high quality and healthy food 3. Focus on continuous quality improvement

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Keys to Success (Taste Developer)

Rapidly expand retail operations Growth in its specialty sales and other operations Provide Nutritious food

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We've only just begun. We will continue to innovate every day. We know we have a lot of work to do, but were up to the challenge. And we're going to have lot of fun along the way. Because that is what Taste Developer is all about.

Situation Analysis:
1. Customers:
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Sumptulupz primary customers are the children and younger age groups & secondary are adults. Children love real fruit flavors and adults love the nutrition. The trend towards greater dietary awareness and healthier eating has been apparent within the snack foods market over the last few decades. Although products geared towards dieters and weightconscious consumers (e.g. low-fat and low calories crisps) represent a well-established feature of the market, the choice of healthier snacks like Sumptulupz available to consumers has widened dramatically.

2. Competitors:
Snacks made from cereal ingredients and fruit continue to emerge in greater numbers in the global market but not locally though the demand for healthy snacks like Sumptulupz continues to increase, as a result of more people paying greater attention to their diets in Pakistan.

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Due to this fact, Sumptulupz if launched in international market might get many competitors but locally at this point in time they are near to zero.

3. Company: Taste Developer

A company thats all about helping people be the best they can be - doing good things when it comes to our health and that of our children - and caring for the environment. You get a company called, Taste Developer. We take pride in making sumptuous and nutritious products, starting with the worlds super fruit based snack, The Sumptulupz. Taste Developer marks a significant change in the way companies develop products, talk about their organization and forge relationships with their customers and the communities they serve.

Track your fitness by counting your calorie.

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is what our USP (unique selling proposition) is & will be for each of our product

4. Context:
The majority of the worlds population snacks to some degree at least, although frequency levels tend to be highest in developed regions such as North America and Western Europe and average in under developed areas like Pakistan with an increasing rate. This is mainly because many consumers in Pakistan lead time-pressured lifestyles and thus have less time available for formal mealtimes, as a result of which demand remains high for products which can be eaten on the go. In the past, convenience rather than health has typically been the main consumer driver when purchasing snacks. However, as more people across the world are making greater efforts to improve their diets, health has increased in importance. Up to a quarter of consumers in Pakistan are now believed to be seeking out healthier snacks compared

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with a few years ago, and this percentage is expected to continue rising. Although snacking patterns are fairly consistent throughout the Pakistan, penetration levels and consumer behavior do differ according to provinces and cities.

Marketing Opportunities & Issues:

Despite the recent consolidation which has occurred in parts of the world, the global market for snack foods

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remains highly fragmented. Very few companies command a truly worldwide presence, preferring in most instances to focus their operations on a particular country or region, where their products can be tailored to suit local tastes and preferences. This is especially true in the healthy snacks segment, in which Sumptulupz falls. The steadily widening range of products on offer has created a very fragmented supply structure Many of the trends driving the food market for healthy snacking are health related. These include rising obesity levels, more demanding dietary requirements and greater pressure from government and health authorities regarding the availability and marketing of many types of snack foods. Flavor trends are also worthy of consideration, since consumers are now far less prepared to sacrifice taste for healthiness compared with previous years.

The obesity crisis:

One of the main underlying reasons for health becoming such an important market driver within the global food and drinks industry is what is usually referred to as the obesity crisis.

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All sources agree that the percentage of the worlds population who are either overweight or obese has increased sharply over the last few decades, with diets cited as a major factor. Higher levels of obesity are putting a greater strain on the global healthcare system especially in Pakistan where even basic medical facilities are not available to every individual. Worldwide, obesity levels tend to be lowest in Asian and African countries, like in Pakistan but due to current prediction of World Health Organization that the number of overweight adults could rise to xxxbn by the middle of the present decade, of whom over xxxm are expected to be obese, individuals tend to be more inclined towards healthy foods like Sumptulupz. Health and nutrition awareness has become more prevalent in the last five years in Pakistan. With the increasing costs of health care, the spread of immune system weakening diseases and all around poor well being, many Pakistanis are turning to better diets and regular exercise. Thus Sumptulupz will get a large market share within no time.

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Objectives:
Taste Developers core values that are awareness, caring, and continuous Improvement are put into action in our work.

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As a result value is delivered to the customers through their satisfaction by giving them what they want i.e. real Fruit Flavor to Kids, and Nutrition to Adults.

Product awareness:
Increase product awareness among the target audience by 30 percent in one year.

Sales forecast:
Inform target audience about features and benefits of our product and its competitive advantage, leading to a 10 percent increase in sales in one year.

To create an effective promotional strategy by utilizing the mass media, such as TV commercial, website, online campaigns, promotional booth and onground events, and to enhance the branding, such as packaging , so that it appeals more to its target audience.

Marketing Strategy:
Our marketing strategy revolves around the key concept of customer satisfaction. It allows us to concentrate our limited resources on the greatest

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opportunities to increase sales and achieve a sustainable competitive advantage We follow the Product differentiation strategy to distinguish our product offering from others, to make it more attractive to our target market. We create differentiation through;

Differences in functional features or design:

The unique aspects of Sumptulupz It have a wide array of simple and complex carbohydrates providing a source of energy that can be sustained over longer periods than a snack formulated with only processed simple sugars. Creating a Sense of Value It offers high healing nutritional value as it is enriched with natural fruits which offer high percentage of anti oxidants.

Differences in Sales promotion activities and advertising:

We advertise our product by communicating our unique selling proposition i.e.

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Track your fitness by counting your calorie.

Differences in availability (e.g. timing and location):

This product is distributed directly to supermarkets and convenience store retail chains and indirectly through appointed distributors and wholesalers to serve selective retail outlets in every locality.

Our strategy will move our product from competing based primarily on price to competing on non-price factors (such as product characteristics, quality, distribution strategy, or promotional variables).

Target Market:
No. Segmentation
Geographic 1 Country Pakistan

Data

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2 3 4

City Density Climate Demographic

Karachi Urban Hot and Humid

1 2 3 4 5

Age Gender Income Occupation Education Psychographic

10-30 years Male and Female Upper middle and upper class(40k+) Student and professional School going to post graduates

1 2 3

Socio Economic Class Life Style Personality

A1 & A2 (Upper and middle class) Sports and outdoor oriented Compulsive and ambitious

Behavioral 1 2 Occasions Benefits regular and special Benefits: Quality, service and speed

Positioning: Finding a window in

customers mind
We try to build a strong brand image to help ourselves stand out. In order to differentiate ourselves and

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encourage customers to choose our Product we use our all 4ps 1. FUNCTIONAL POSITIONS Sumptulupz, a healthy real fruits based snack has a small but effective way to ensure nutritional requirements are being met.

Provide benefits to customers

Fruit sugars found in Sumptulupz serve as an immediate source of energy. 2. SYMBOLIC POSITIONS

Self-image enhancement

Kids love the Real Fruit Flavor. Adults love the nutrition!

Belongingness and social meaningfulness

Health conscious youngsters who wants a healthy nutritional Snack.

Affective fulfillment Sumptulupz have a wide array of simple and complex carbohydrates providing a source of energy that can be sustained over longer periods.

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Taste Developers believe that there is a direct link between customer satisfaction and customer loyalty.

POSITIONING STATEMENT
The Sumptulupz is a healthy Real fruits based snack that is enriched with all the essential vitamins and minerals that covers daily requirement of every individual. For: Health conscious youngsters belonging to upper middle and upper class. Who: wants a healthy nutritional Snack. Ingredients: Variety of different fruits, comalle, chocolate syrup and added preservatives

Marketing Mix:

Product:

Product Name:

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Sumptulupz Punch Line: Snack Healthy, Be wealthy Product Classification: It is a fruit based Snack for taste lovers and health conscious individuals introduced by taste developers We want to see healthy & smart individuals in Pakistan

Kids love the Real Fruit Flavor. Adults love the nutrition!

Nutritional Information:

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Each of our 20 gram products provides the following nutritional information:

Amount Per Serving

Total Fat 1g

%DV*
0.5%

Saturated Fat 0.3g

0%

Cholesterol 0mg

0%

Sodium 15mg

0.6%

Potassium 130mg

3.5%

Total Carbohydrates 16g

5%

Dietary Fibre 1.5g

6%

Sugars 11.5mg

Fructose 8.0g

Sucrose 0.5g

Glucose 3.0g

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Protein 0.2g

0.4%

Total Calories: 130

Vitamin A .24 UI

0%

Vitamin C 2 mg

0%

Calcium 5.8mg

0%

Iron 0.3g

2%

*Percent Daily Values (DV) are based on a 2,000 calorie diet

Price:

Market skimming pricing strategy is being used.

Place:
This product is distributed both directly and indirectly. It is distributed directly to modern trade outlets such as major supermarkets and convenience store retail chains etc, while distributed indirectly

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through appointed distributors and wholesalers to serve selective retail outlets in every locality. Since we are new to market and have limited resources we will make our product available in selected stores, following the selective distribution strategy.

Promotion:
Promotion is done by utilizing the mass media, such as TV commercial, website, online campaigns, promotional booth and on-ground events, and also by tailoring its components & packaging according to customer needs.

Sumptulupz Life Cycle:

Our Product will progress like other new products, through a sequence of stages from introduction to growth, maturity, and decline. This sequence is known as the product life cycle and is associated with changes in the marketing situation, thus impacting the marketing strategy and the marketing mix.

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The product revenue and profits can be plotted as a function of the life-cycle stages as shown in the graph below:

Sumptulupz at Introduction Stage:

Taste Developer seeks to build Sumptulupz awareness and develop a market for it. The impact on the marketing mix is as follows:

Product:

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Sumptulupz branding and quality level is established and intellectual property protection such as patents and trademarks are obtained.

Pricing: High skim pricing strategy is used for Sumptulupz as its a high quality new product so to recover development costs by high profits, price is kept higher.

Distribution: Selective Distribution is done of Sumptulupz until consumers show acceptance of the product.

Promotion: Sumptulupz promotion is aimed at innovators and early adopters. Marketing communications seeks to build sumptuous awareness and to educate potential consumers about the product.

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Contingency Plan:
Also known as a worst-case scenario plan, backup plan, or a disaster recovery plan, the contingency plan is simply a secondary or alternative course of action that can be implemented in the event that the primary approach fails to function as it should. Plans of this type allow businesses and other entities to quickly adapt to changing circumstances and remain in operation, sometimes with very little inconvenience or loss of revenue. By identifying possible breakdowns in the usual flow of operations Taste Developer has developed strategies that make it possible to overcome those breakdowns and continue the function of the organization.

Strategies are as follows:

1) Avoid false starts. 2) Execute efficiently and effectively. 3) Cut losses short and flexibly salvage. 4) Always have a big vision.

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The Benefits of Sumptulupz:

You may feel regretful about snacking, but snacks aren't necessarily bad. In fact, healthy snack foods like Sumptulupz several times a day can be beneficial.
Here's how:

Binge control. If eating a piece of fruit or raw vegetables keeps you from taking second or third helpings at your next meal, you may actually consume fewer total calories for the day.

Extra energy and nutrients. Traditional,

made-at-home meals often lose out to busy schedules. A grab-and-go snack like our product can be the difference between some nourishment and none at all.

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Control Hunger Pangs. Helps keep your

hunger levels down to a minimum and avoid feeling deprived.

Control Insulin Levels. Helps keep you blood sugar levels even.

With proper portions and healthy food choices, snacking can enhance, rather than hurt your diet. Think of a Sumptulupz as a "mini meal" that will help you have a healthy diet, rather than as an opportunity to consume treats. Sumptulupz will provide you with a great tool for permanent weight loss!

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Conclusion:
Choosing healthy snack foods is just as important at snack time as it is at mealtime. Sumptulupz can add fiber and nutrients to your diet without unwanted calories. It can give you an energy boost during the day and prevent you from overeating at meals. Remember to have Sumptulupz to get all of the vitamins and minerals you need to be healthy. The closer a food is to its natural state; the better it is for you. And thats how Sumptulupz is. You can be fully assured that if Taste Developer name is on any product, Its a natural and wholesome product.

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