Mineral Water Launching
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This document outlines the project plan for launching a spring mineral water brand in Lahore, Pakistan. The key activities include market research, developing marketing, distribution, and promotional plans, establishing budgets, signing transportation agreements, and hiring necessary staff. The overall objectives are to expand the brand's market share and increase profits by tapping into the large customer base in Lahore. Success will rely on ensuring availability, high promotion, and maintaining water quality standards.
Mineral Water Launching
- 1. PROJECT MANAGEMENT LAUNCHING SPRING MINERAL WATER IN LAHORE
- 2. PROJECT STAKEHOLDERS LIST TITLE OF PROJECT: LAUNCHING SPRING MINERAL WATER IN LAHORE PROJECT NUMBER: 01 PROJECT MANAGER: FAISAL FAIZ LINE CODE S TAKE HOLDER NAM E TEL NO. INT EX T HIGH M EDIM LOW NO. 1 01 Customers 2 02 Sponsor 3 03 Banks 4 04 Employees 5 05 Market Managers 6 06 Competitors 7 07 Sales Force 8 08 Vendors 9 09 Advertising Agencies 9 09 Transportation company 10 010 Pakistan Standard Development Center 11 011 Central Board of Revenue 12 012 Afzal Ali (CEO)
- 3. BACKGROUND The company is located in Peshawar and operating in the region of Peshawar. The company was established in 1999 and acquired by the present management in 2005. They are offering the product SPRING PURE WATER which is available in size of 600 ml, 1.5 liters, and 20 liters. They have their own distribution channels. They are distributing their product by themselves. Initially they target the Peshawar market. Now they want to expand their business in outside their base market. The plant capacity is about 200 bottles per day. As the water of BARA valley is famous in whole the world, it was exported to United Kingdom royal families and also in France. As the water is naturally so pure, therefore they are advertising and promoting to their product by its natural fulfillment of minerals.
- 4. OVERALL OBJECTIVES The main object of this project is to make a marketing plan of expansion for spring mineral water by launching in Lahore due to the volume of the market and the need of the customer by providing them a quality mineral water according to the standard water required for life in a reasonable price and in approach of every one by making sure the availability in every outlet.
- 5. DELIVERABLES 1. Market Plan 2. Distribution planning 3. Transportation agreement 4. Hiring and selection
- 6. BENEFITS 1. Increase in market share 2. Wider geographical coverage 3. Increase in no. of customers 4. Business growth 5. Increase in assets
- 7. STRATEGY/APPROACH Our expansion decision is based on our marketing strategy of increasing our customer base. Other bottled water companies are grabbing this huge opportunity of targeting the psychographic, demographic and benefits sought segments of Lahore region. As we are in the business of bottled water which is a consumer product no big effort in decision making is required by the customers so push strategy is the strategy which will work in our better distribution to ensure availability elsewhere in Lahore. The market of bottled water is very fragmented so we have to choose long channel length. We ensure the availability by using trade promotions because we have no distribution channel still in Lahore so we have do retain distribution outlets etc.
- 8. RESOURCE / SKILLS REQUIRED Market training officer. Marketing manager Business Advisor Sales forces Inventory controlling staff
- 9. Objective Performance Measure Success Factor Expansion • Span of Time (3-4) Months • Market survey • Opportunities in market • Availability of brand to any • Profit will increase outlet. Recognition of Brand • Brand Equity • High Promotion • High Advertisement Provide Quality Water • Standards Approved by • Satisfaction of Customer Laboratories. Capture the Gap or demand in • 10-15% share of market • Acquire un-sort market like the market village sites. Bigger Cash flow • 10% increase in operating • Cash transactions cash flow
- 14. KAY ACTIVITIES Planning Establish Launch Amendment in Market Budget memorandum Research Price planning Distribution Product Promotional planning planning plan Transportation Hiring and Final review agreement selection
- 15. ACTIVITIES WITH PREDECESSOR Task Name Predecessor A Planning -- B Establish Launch Budget A C Amendment in Memorandum A D Market Research A E Product Planning D F Price Plan B,D,E G Distribution Plan D H Promotion Plan D,E I Transportation Agreement G J Hiring & Selection G
- 16. LOGIC DIAGRAM
- 17. Work Breakdown Structure Planning Establish Launch Amendment in Market Research Marketing Plan Transportation Hiring & Selection Budget Memorandum Agreement Identify the Analysis of Directors Customers Tender Job launch team Fund Requirements meeting Analysis Advertisem Analysis Product Price Distributio Promotion ent Planning planning n Planning Planning Defining Preparatio Alteration in Competitor Alternative Job Objectives n of report memorandu s Analysis Assessment Description m Defining Defining Acquiring Submission to Identificatio Channel of Selection & Job Launching Registrar and n of Markets distribution Agreement funds Specificatio Goals new registration Cost n Selection of Allocate to Analysis Warehouses Job proposed Advertiseme Review of areas nt Customers Analysis of Offices Set analysis Product Market Recruitme up Description Trend Develop preliminary nt Overhead campaign concepts Contract with Packaging Estimation retailers, Selection offices, Establish campaign institutions, opportunities Decision Horeca Certification Route from PCRWR Approval Training Design Funds Estimation Approval from Inventory Top s manageme Management nt Contract with Advertising Need Company Assessment of vehicles Acquiring vehicles Need assessment of employees
- 18. PERT