INTERNATIONAL ISLAMIC UNIVERSITY ISLAMABAD

MARKETING MANAGEMENT PROJECT

Being a marketing manager, take a decision based on 4Ps about the marketing strategy of introducing your new product i.e. Packed Branded Goods

A NAME OF QUALITY AND VEGE MART HEALTH

VEGE MART

ANALYSIS BASED REPORT

CONCEPT: The concept of fresh packed vegetables is not much in Pakistan However, there are few who are offering farm fresh vegetables. This concept needs to be

flourished on the broader perspective, in order to improve the standard of living of the society and to provide assurance of better health and freshness. TARGET MARKETING: The branded vegetables are bought by upper middle class and upper class people. As the product is packed and branded the target of our company, VEGETABLE MART, will be high income level consumers and 4 and 5 star hotels and restaurants. AIM: The concept of fresh branded vegetables is new in Pakistan and there are few brands giving such offerings. Our aim will be: To make farm fresh products available locally on wide range. To provide fresh and healthy vegetable to the society. To give substitutes of the imported vegetables. By giving better quality vegetables, improves societys standard of living. RIVALS: There are 3 major rivals offering packed branded vegetables. Farmers fresh Fine foods Ice Pac We have designed our marketing strategy in such a way that we offer our products at comparatively lower cost and do high promotion efforts.

DECISIONS REGARDING 4 PS
1. PRODUCT DECISION Our company VEGE MART is going to introduce two types of the product categories:

1-Fresh vegetables 2-Frozen vegetables FRESH VEGETABLES: The fresh vegetables are offered for those people who prefer to buy the vegetables from the store and cut them in their own kitchens. The vegetables offered under this category are as follows Tomatoes Cucumber Capsicum ( green, red, yellow, orange) Chilies (red, green) FROZEN VEGETABLES: For the ease of those customers who remain too much busy with their schedules and want to perform work swiftly, the desiccated and cut frozen vegetables are offered. The following vegetables are offered under this category. Desiccated carrots Corns Green peas Spinach 2. PRICE DECISION: Setting of a price for the offered products is a very sensitive issue. Suitable price as per your target market and your competitors is very important. As stated earlier, the prices will be set comparatively lower than the competitors. The table given below shows comparison of the set price and the rivals price.

Product

Price

Competitors price

FRESH Capsicum Beef tomato Red chilli Green chilli FROZEN Carrot Peas Corn Spinach Mix

848 55 19 182 199 210 175 210 223

850 59 195 185 202 212 177 212 225

3. PLACEMENT: We will decide to place the products in the famous and most visited grocery stores in Islamabad, so that people already visiting such stores may get awarded about our products in no time. The stores where we will place our products are Metro cash n carry Cosmo cash n carry Best day Best price The placement will be done in a special way. Separate corners will be reserved, having cooling and refrigerated cabins and shelves. Moreover, special theme and colors of that portion will be selected to make identification and recognization. 4. PROMOTION: The products of VEGE MART will be promoted with careful and large number of techniques which are:

PACKAGING STYLE: The packaging of 2 categories of vegetables will be done in different ways. a. Fresh vegetables: They will have three types of packaging Cartons Thermopile trays and Clingfilm wrap Plastic trays and Clingfilm wrap

Frozen vegetable: They are packed in 3 forms. Glass jars Cans Polythene packets
b. VEGE MART

SPECAIL ATTRACTION PACKAGING: A salad box containing 2 tomatoes and 1 cucumber will be packed in a plastic tray, covered with Clingfilm will be introduced.

 A pack containing 4 capsicum will be placed having 1

green, 1 yellow, I red and 1 orange capsicum. 6 green and 6 red chillier trays will also introduce. Diced carrot, corns and peas all combined in one jar, can and packet will also be placed.
VEGE MART

THEME OF VEGETABLE MART: To attract the customers, the vegetable mart will have special color theme. It will be in green and red theme color. Whatever the packaging way is used it will have our unique logo and punch line printed over it.

VEGE MART A NAME OF QUALITY AND HEALTH

DISCOUNTING AND INCENTIVES: Discounts and incentives offered to the market will be: 1.Those hotels and restaurants which will contract for 1 year for the supply of vegetables will be visited processing plants and farms twice a year. 2.By visiting at least 4 times to mart, a month, 7 % of discount will be provided next month. 3.On visiting 30 times in 6 months a discount of 10% will be allowed for next two months. 4.The home delivery service will also be introduced.

MISCELLENEOUS INCENTIVES: 1. Recipe card: With shopping of Rs. 500, a recipe booklet will be handed over to the customers containing recipes of vegetables.
VEGE MART

Recipe Card

2. Juice desk: To experience the real freshness, desks will be placed in first month, where the juice of cucumber and tomatoes will be blended and offered to visitors in small cups. Cups containing corns, carrots and peas mixed with flavored sauces will also be distributed to visitors. ADVERTISEMENT: Ads will be designed in such a way that The plant processing of vegetables will be shown and will be compared with rivals focusing quality and health. These ads will be launched on cooking channels mostly at prime time. The trucks having theme of vegetable mart will be hired for delivering and transportation of vegetables. Brochures containing detail about processes beginning from growing of vegetables to the transportation to the mart will be described and shown by pictures. The LCD display of advertisement will also be done at the parking lot of the grocery stores which are our targets markets and at the main traffic signals.

VEGE MART

CONCLUSION: So it was all about the marketing decision regarding the new offering offered by our company VEGE MART and being the marketing manager of this company I have taken all the 4ps into consideration while planning the marketing strategy of new offering of packed branded vegetables.