Round 1

Principles of Marketing
Date: May24, 2014.
Section: E
Submitted to: Prof. Anum Huma
Submitted by:
Muhammad Asim
Nabil Abdul Majeed
Omer
Contents



Acknowledge:


Every project big or small is successful largely due to the effort of a number of wonderful people who have always
given their valuable advice or lent a helping hand. we sincerely appreciate the inspiration; support and guidance of
all those people who have been instrumental in making this project a success.
We are student of university of central Punjab we are extremely grateful to Nahool for the confidence
bestowed in me and entrusting my project entitled

We also extend my gratitude to my Project Guide Anum huma, who assisted me in compiling the project.
We would also like to thank all the faculty members of ucp for their critical advice and guidance without which this
project would not have been possible.
Last but not the least I place a deep sense of gratitude to my family members and my friends who have
been constant source of inspiration during the preparation of this project work

Executive Summary:

Product Name:
Slogan: Smile on your Face
Color Scheme: white +orange+
Company Name Nahool

Market expansion strategic:
Our business facilitate peoples in Saudi Arabia .We provide services to Saudi Arabia now we want to
expand our business across Saudi Arabia. So we choose Pakistan .we wants to introduce our new product
in Pakistan a new market place (Lahore). For instance we choose diversification strategy. And we choose
this strategy because our product is new and market place is also new.
Implementation:
Through market Mix:
Product:
Our products will be made fresh to deliver the highest quality, taste and enjoyment for all customers.
Each bite is designed to put a Smile on your Face. Quantity and Quality of our cake will be best in the
market. We always assure our customers about the health care. We know youll enjoy the great taste of
each treat of pleasure.
Our cake dedicates itself to creating specialty cupcakes for all occasions that fit
the individual needs of our diversified target market. Our company can adapt its
product to provide a high level of satisfaction to all potential customers across
Connecticut and deliver our product within 24-48 hours of receipt of order obtainable
on-line or via phone.

Price:
According to the economy of Pakistan, mostly people attract to that products which are affordable price
according to the consumers. In Pakistan, mostly people use to spend on sweets on the occasions. We will
provide cake for those who usually use to eat little from outside (market). Quantity will be enough that
consumption of minimum 2 or 3 cakes will be enough for stomach need. ---- will be available at Rs.30
and it is affordable for every class of people according to the survey of market. Quality is perfect and is
better than competitors in the market.
Place:
We will serve the customer according to their requirements whether they receive it or we
deliver the cup cakes. We will have a delivery channel for that we will distribute our cup cakes to
retailers directly. We will try our best by stopping switching of our products consumers. We attract
consumer attention for providing quick delivery channel and also we provide a sitting area for
customers who want to celebrate their parties on our place
Promotion:
We will promote our product through advertising, personal selling, and public realtions
to develop a unique marketing mix for a specified target market
need to be defined for the capabilities and resources of the organization
Customer perceived value:
The customer's evaluation of the difference between all the benefits and all the costs of a
marketing offer relative to those of competing offers. Customers will get a good image in their mind after
we offer them highest perceived value. Customers often do not judge values and costs accurately or
objectively, rather they act based upon their perceived value of the product. Therefore, we will work hard
to attract and retain customers by offering the highest customer-perceived value.
Competitor analysis:
Competitors who can affect our product can be directly and indirectly:
Direct:
Cakes and bakes (cupcakes)
Indirect:
Gourmet (Sweets and cakes )
Shezan (Sweets and cakes)
Doce (sweets )
CINNABON (cakes)

Profitable relation with customer:
Cupcake is committed to drive profitable growth through product innovation, product
availability, employee engagement and customer satisfaction. It is our responsibility to provide
excellent product quality at the point of purchase for our customers to enjoy the sweeter things in
life. We can win in the future by building a strong brand and keeping our business objectives
clear, simple and flexible. We will stay focused on our guiding principles and build mutual
relationships in the communities where we conduct business.
Create customer loyalty and retention
Customer life time
Building Customer equity
Customer equity and building right relation with right customers
Growth Share of customer
Frequency marketing program:
Through
Decision behavior:
Variety seeking buying behavior
Our product is not much complex to understand for any kind of customers. Our prices are
affordable and good in taste. Our product is perishable. There of decision behavior is not
complex.

Step by Marketer?
As a marketer using place tool, and Promotion, marketers follow the concept of
just in time inventory
We will maintain our supply according to the demand of customers which will
result in avoiding the shortage of cupcakes
Marketers must promote through standees.
Consumers adoption process:
Awareness:
In order to inform the customers we will use advertisements through TV channels, social
networks and through friends and family.
Interest:
When we provide best quality of product, then there will be little chance of negative
influence of mouth. This means that when every information source will be positive then
customers will be interested.
Evaluation:
Customers will evaluate the product in accordance with the product information. The
better the customers will get the information; the better they will react against the
product.
Trial:
We will do a contract with different bakeries and departmental stores to provide our
product as sample.
Adoption:
We will provide our product on right place at right time for customers in the stores.
How will our customers be informed?
Customers will be informed through advertisements which include:
Radio
Internet
Outdoor

Our customers can be:
Children
Teenagers
Baby boomers
Basically cup cakes is usually use in parties, birthdays, small events, valentine day etc; it attracts
younger generation to use it. We considered the demands of younger generation .and make cup
cakes according to their requirement. we serve the younger customer who uses cup cakes on its
birthdays .due to small size and decent packing .and for those youngers who likes parties .our
make focus to serves the younger generation

While segmenting the consumer markets, following are the requirements for effective
segmentation:
Once we have done segmentation of the entire pie of the market, we need to evaluate each segment to
know if we have done the segmentation correctly. If the segmentation is not proper the entire marketing
plan may backfire. For this there are various parameters about a segment we need to check, they are:
Measurable:
The segment should be such that all its measurable characteristics like market size, purchasing
power, demand can be found out.
Accessible
The segment should be such that the product can reach the segment via distribution
channels and the promotions can reach them via proper media. Each segment needs to be able to
be reached and communicated with on an efficient basis.
Substantial
The segment should be sizeable enough to make the firm profitable
Differentiable
All the segments should be different than each other and should not overlap. If they do,
they should come under one segment. That is if more than one segments respond similarly to one
kind of marketing mix, they should grouped under one segment.
Actionable
The segments should be such that effective marketing programs can be implemented.
Conclusion:

References:

Appendices: