Supply Chain Management Project (MBA)

VEGIFRO (PVT) LTD.

Project Team Members

1) Abeer Amin
7227
2) Aqsa Akhlaq
7146
3) Samar
Facilitator: Mr. Waqar Ahmed

Executive Summary

About the Product (XYZ)

Product Description

Vegifro (pvt) Ltd is involved in the production, marketing and the launch of its sole
product. Vegifro that is being launched in the market has several key competitors,
such as Shezan, Nestle, Frooto, etc.
"Our Apple & Beetroot is made with whole pressed apples and whole pressed beetroot.
The delicious blend of sweet apple juice with the rich flavor of beetroot makes this the
perfect drink to start your day.
We carefully choose our Beetroot to avoid the harsh, earthy notes often attributed to it you'll find ours is at once sweet and fruity and when blended with apple juice it is
wonderfully refreshing."

CURRENT DRINK MARKET IN PAKISTAN:

At the moment in Pakistan there are two major segments in the Drink market i.e. the
Natural Drink segments in which there are drink giants like Frooto, Nestle, etc
whereas the other segment is of the artificial Drink segment. The natural drink
segment of the market constitutes 75% of the total drink market in Pakistan whereas
the rest of the 25% is taken by the artificial segment.
3

Key Assumptions
List of Competitors in the Pakistani Market
There is some competitors market share:
Nestle has leading market share in the industry with 37%
Shezan has 22% market share in the industry
Olfute has 14% market share.
Slice 17%
Local and others 10%

MARKET SEGMENTATION OF VEGIFRO

GEOGRAPHIC:
Country: Pakistan.
City: Karachi
After Six months will be launched in Other Major Cities.

DEMOGRAPHICS:
Gender: Male, Female
Age: 10 and above.
Family life cycle: Child, teenage, married, married with kids and aged ones.
Income: Rs. 10000 and above.
Occupation: All

Management Strategy
Vision Statement
We aim and target to be the unique initiators of an exclusive idea of energy drink. We aim
to capture a huge market share in the coming years. Our expected profits are from the
very first year of our operations.
Mission Statement
To create a highly innovative, completely healthy and energetic drink.
To positively enhance the quality of life of the people of Pakistan by all that we do
through our people, our brands and product.
Our commitment is to maintain the highest standard of our customer's trust.

Competitive Strategy

Our focus is going to be Karachi initially and after getting success in Karachi, we will
go outside Karachi.
The first issue will require a huge marketing campaign on our side, that is, through
billboards, television advertisements, occupying the best shelf space in shops, co
branding with different famous biscuits and snacks brand (like Peek Freens, LU,
Kurleez, Slanty, Cheers etc.), free samples especially to the high income areas for
effective word of mouth., participating in related exhibitions like Apna Karachi
Festival etc, stalls in different departmental stores and shopping malls.
Through co branding, our products will be offered as free samples along with
purchase of different famous biscuits and snacks which will build a good image of our
product in the minds of our consumers as well as increase the other firms profits.

Marketing Research (Forecasting)

Product Forecast (Long Term) 2014 2018 (Yearly)

Year
Forecasted
Demand

2014

2015

2016

2017

2018

60,000

100,000

200,000

300,000

400,000

Product Forecast (Short Term) Jan 2014 Jun 2014 (Monthly)

Month
Forecasted
Demand

Jan

Feb

Mar

Apr

Jun

Jul

10,000

10,000

10,000

10,000

10,000

10,000

Marketing Research (Cont.)

Geographic location of potential customers & Suppliers (Using Google Map)

Manufacturing Strategy

Internal SCM Process Flow and process rates

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Distribution Strategy

Macro Process Flow (Supplier & customers)

Distribution Channels & Push & Pull Boundaries

11

Distribution Strategy (Cont.)

Facility Location Decision (Using Solver)

Manufacturing Facilities
Distribution Centres

Facility Capacity Decision (Using Solver)

Distribution cost (Using Solver)

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Distribution Strategy (Cont.)

Strategic Alliances (If any) with justifications

Service Level Agreements for performance measurement

Order fulfilment

Order visibility

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Distribution Strategy (Cont.)

Google map with complete positioning of customers, suppliers & facilities

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Supplier Relationship Management

List of Vendors

Supplier selection criteria

Make or buy decision

15

Supply Chain Integration & Performance Measurement

Information Flow (Down to upstream)

Customer to Retailer

Retailer to Distributor

Distributor to manufacturer

Manufacturer to Supplier

Performance measurement across supply chain stages

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Salient features regarding the designed supply chain

SWOT Analysis

Technological Requirement

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Backup Slide

18

Thank you for your attention

Question Answer time

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