The company has commitment and strenuous effort to provide the consumers with best quality for MILK O SODA drink products in a convenient and unmatched displaying manner, MILKOYUM will become a success story of business growth in United Kingdom. At moment, we will have more than fifty employees who will work in the organization. At the stage of introduction, we introduce a new and unknown to the buyers. Sales will be small, the production process will be new, and cost decrease from side to side economies of size or experience curve have not been realized. MILKO O SODA will be manufacture according to the consumer needs and wants. MILK O SODA will offer variety of taste for their customer according to their taste; it will give more choices to the customer to choose according to their taste. Promotion stands for the various activities the company undertakes to communicate and promote its product to the target market. Thus company has to hire, train and motivate sales people. It has to set up communication and promotion programs consisting of advertising, direct marketing, sales promotion and public relation. Company must identify, recruit, and link various middlemen and marketing facilitators so that its products and services are efficiently supplied to target market.
Mission Statement
To supply delicious, nutritious frosty drink without sacrificing healthiness and well-being.
Vision statement
To meet the needs of our customers
we focus on our customers as our clients
We believe in using state-of-the-art technology and science to deliver reliable and dependable functional drink products that can change and save lives
We will continue to integrate our core values of health, well-being, fitness, integrity, passion, and life to embrace and exceed continuous improvements in health and well-being
The core values, will known as the Spirit of MILKOYUM within the organization have not changed over the generations.
We want to introduce MILK O SODA in the market, because we want to serve good services to our customers for product development.
“To be the premier company that provides soda milk to all age groups.”
To develop & deliver most innovative products.
To manage customer’s experience.
To deliver quality service.
To establish competitive advantage.
We first use our personal contacts to attract maximium customer.
we provide goods and service to the people who visit our branch.
We will prolong to add our core values of health, well-being, fitness, truthfulness, passion, and life to embrace and exceed continuous improvements in wellbeing.
Milk O Soda company target is these types of users:
Age Groups: Kids, teens, working adults
Business class
Labor class
Employees
Families
Students
Quality oriented
Price and quality oriented
Price oriented
CEO
Director
Director
Director
Product G.M
Product G.M
Product G.M
Product G.M
Manager
Manager
Manager
Manager
Asst. Manager
Asst. Manager
Asst. Manager
Asst. Manager
Operatives
Operatives
Operatives
Operatives
CEO: (Chief Executive Officer) will check the work of Directors and control the Administration department.
The director will Control the company’s marketing and observe in which Location Company has new outlet.
The second director will Control the company’s financial position and company’s accounts.
The third director will Control the technical environment of the company.
For controlling the venture manager, sale manager, marketing manager, operation manager, and account managers with subordinates are working.
In our industrialist, managerial team following members will include:
Manager
Sale Manager
Marketing Manager
Account Manager
production Manager
supply and distribution Officer
design and division
Research and development
Milkoyum will operate the business in this way that it will introduce the beverage brand to England city and it will start its business before testing its beverage product.
After manufacturing MILK O SODA, we will do an internal test of the product it will give optimum response.
The employee of the company will appreciate the quality, taste and benefits of the product
They will give reasonable perceived value to the product
During the external testing we will test milk o soda by some specific persons for example by teachers, doctors, students and shopkeepers.
After testing we will come to know that most of the people like the product which will help us to move forward steps.
Product will have very distinctive name, symbol or design. It name will be MILK O SODA by the company MILKOYUM.
Product will be packed in disposable bottles.
Product will have all features and benefits detail in colorful instructions for easy understanding to use it.
It will also show the price of the product without sale tax and inclusive sale tax price.
MILOYUM milk o soda package will be properly packed with a label.
Label will give some important information about the company ,that recognize the color of company brand
Label properly guides the customers to open the bottle and how to utilize it.
We are segmenting the market into these levels and introducing it according to the need of the users of soda and milk because soda and milk is used by almost everyone in United Kingdom to refresh themselves. So we are segmenting the market through these points.
The behavior of the users are different types because there are different users in the market and there skin problems are different nature
Wanting quality products at an affordable price
Hygiene conscious
Health conscious
Style and image conscious
Soda and milk lover
According to psychographics market is divided in three major segments that are,
Upper class
Lower (price conscious)
Middle (price and quality conscious)
Upper (quality conscious)
Age
Gender (M&F)
Job holders & professionals
Family
The geographical we are covering
urban areas specially
Rural area also
In the urban areas of United Kingdom, almost all types of related outlets exist.
a. Small retailers
b. Large retailers/ wholesale retail stores
c. Department stores
Like Coke and Pepsi both establish almost for more than a century and consumers have emotional attachment with these two brands. MILK O SODA can be associated with milk, or nutriment.
For Coke and Pepsi have more opportunity to introduce new brands in different taste. These both brand Coke and Pepsi have very strong brand. On the same way MILK O SODA can introduce more brands to get maximum market share.
How tools and technique can be used best for……..
The MARKET ANALYSIS is done to know the needs and wants for this product by the consumers.
Customers wants to get freshness and reenergizes themselves with some natural cold Drink
Customers are wants to fulfill their thrust.
Customer want to refresh themselves after exacting by a lot of work at their jobs
Customers want to entertain their self.
Customers wants high qualitative and easy affordable product to fulfill their needs
The target market is families, students, business people, educated and non-educated individuals. People living in urban, suburban and rural areas.
The company will provide product of more quality and demanded by the customer.
Price will be raised in the second and third years if competition permits.
Raise of 15%. Will be made each year in advertising
Currently three categories are available in UNITED KINGDOM, catering to three main segments of the market,
mainly higher
medium
Low-income groups.
Target Market
Milk O Soda company target is these types of users:
Age Groups: Kids, teens, adults
Business class
Labor class
Employees
Families
Students
Quality oriented
Price and quality oriented
Price oriented
Coca-Cola commercial, basically, on the basis of the young generation, therefore the younger generation is the target market for Coca-Cola because they want to represent Coca-Cola with youth and energy, but also taking into account about older people who take time as a co-target market.
In this stage, we will introduce a new and unknown product to buyers. The promotion plan will be geared to acquainting buyers with the product. The pricing plan will be focused on first-time buyers and enticing them to try the product.
In this stage, sales will be growing rapidly. Buyers will have become acquainted with the product and will willing to buy it. Profit margins will be large. May be, Competitors will enter the market but little rivalry will exist because the market will be growing rapidly. Promotion and pricing strategies will be revised to take advantage of the growth.
In this stage, our market will become saturated. Production will have caught up with demand and demand growth slows precipitously. There will be few first-time buyers. Although company will try to differentiate its products, the products will actually become more standardized.
In this stage, we will create innovation in our beverage product by changing the taste, colors and labeling and packaging. We will offer discounts to our customers for retaining our customers. We will focus on our advertisement that will help to attract the customers at our beverage product.
sale will drop due to the buyers intention towards other brands. A huge competition will occur. Low sale will cause the less profits. In the result of the companies will quit.
There are many factors that affect the sale of coke. We're talking about three important factors that the effects of coke.
Per capita income
Competitors
Weather
High Technological Equipment.
Skilled Labor Force.
Innovative R&D Department.
This will be extremely recognizable brand one of MILKYUM
It can maintain global MILK O SODA industry leadership.
It can maintain its major focus on world wide expansion of the Milkoyum’s image.
It can Increase market share because of its beverage product. Competitors’ have not this product.
MILK O SODA is need and want of consumers in 9 months in a year.
MILKOYUM can earn its profit by 20% consumers.
MILKOYUM will not have much need of advertisement. It can capture its customers by month advertisement by the customers.
Not Completely dairy products.
Reduced consumer purchasing power.
Less focus in the low income areas.
Less effective external communication department.
High Price.
New product will take time to take its positioning.
MILKOYUM is not famous company.
People will take time to be familiar with MILKOYUM.
New Flavors.
MILKOYUM can make Strong brand names and world wide identity as a leader in the soft drink industry.
High utilization of resources.
Sales team better functioning.
Seasoned Bracket.
Increase in availability.
Product line extension.
MILKOYUM can capture the market by monopolizing.
MILKOYUM can get positioning in the market by launching its very tasty beverage products.
Political and economical instability in the country.
Lack of diet product.
Entry of new multinational brands into local market.
Other companies like NESTLE can introduce this product and can get market share very easily.
Other companies can produce this product.
MILKOYUMs market share can reduce easily.
MILK O SODA will require more advertisement.
Demand can be increase than the supply of the product.
Keeping in mind to make Milkoyum successful that what is the current marketing strategy.
How are competitors performing?
What are the strengths and weaknesses of Milkoyum?
What can we expect from each competitor of Milkoyum in the future?
High growth low market share, 3 years would be required to turn up into the star.
Product hierarchies stretch from basic needs to particular items that satisfy these needs. We can identify seven levels of the product hierarchy. These are:
Need family
Product family
Product class
Product line
Product type
Brand
Items
MILKO O SODA will be manufacture according to the consumer needs and wants. MILK O SODA will offer variety of taste for their customer according to their taste, it will give more choices to the customer to choose according to their taste. In that respect ,MILKOYUM will be leading company in the market. Company will offer milk o soda in these brands
MILK O SODA IN MANGO FLAVOR
MILKO SDOA IN STRAWBERY FLAVOR
MILKO SODA IN APPLE FLAVOR
MILK O SODA IN ARTIFICAL FLAVORS
MILK O SODA IN NATURAL FLAVORS
MILKO SO SODA IN SOUR TASTES
It will be a beverage product, Which will be maximum quality oriented diverse product and it will have features wanted by the customers .
The features of MILKOYUM brand MILK O SODA are discussed below:
Tasty
Fresh drink
Economical pricing
This brand will be available for all those who are:
Hygiene conscious
Health conscious
Style and image conscious
Soda and milk lover
Wanting quality products at an affordable price
The MILK O SODA will be available in different size of bottles. Bottles will be of plastic and glass bottles in different shapes and sizes. MILK O SODA will be also provided in bottles of different sizes at the normal prices.
Bottle size
Half litter
1 litter
1.5littre
2.0 litter
2.25 litter
The milk o soda will also available in disposable packets having normal size.
Product will be packed in disposable bottles.
Product will have all features and benefits detail in colorful instructions for easy understanding to use it.
It also show the price of the product without sale tax and inclusive sale tax price.
Company must identify, recruit, and link various middlemen and marketing facilitators so that its products and services are efficiently supplied to target market. Marketing channels are characterized by the number of channel levels. Figure (a) given below will illustrate several consumer goods marketing channels of different length. These are
Figure (a)
MILKOYUM will establish its outlets when the business of MILK O SODAwill grows.
In the urban areas of United Kingdom, almost all types of related outlets exist. So we will offer our product to these outlets
These are few in numbers as compared to small stores.
Initially, utility stores were opened to provide goods on subsidized prices to government servants only.
Promotion stands for the various activities the company undertakes to communicate and promote its product to the target market. Thus company has to hire, train and motivate sales people.
As for as the advertising will be concern, all the advertisement of the MILKOYUM beverage product will be carry out by
Evernew concepts is one of the top ten advertising agencies of United Kingdom, established in 1987and have annual billing of 200 million.
Adcom is one of the top 30 advertising agencies of United Kingdom, established in 1965.
Fourays is also one of the top 30 advertising agencies of United Kingdom, established in 1972.
In setting the price of product, the company should follow six steps procedure as given below:
Company must establishes it objectives
(Survival, max. current profit, revenue, sale growth etc)
Company must determine the demand schedule
(Shows the probable quantity purchased per period at alternative price)
Company estimates how their costs vary at different output levels.
Company must examine the competitors price
Company selects one of the following pricing methods.
(Markup pricing, target return pricing, value pricing, going-rate pricing, sealed bid pricing)
Company selects the final price.
As for as the prices are concerned, they are on the top of the list. They will provide MILK O SODA at relatively low price. As far as their pricing method will concern, it will be easy method 100% cost and 20%projit margin will be charge on the product.
MILKJOYUM will provide MILK O SODA in disposable plastic and glass bottles. MILKOYUM will offer its drinks at normal price because they will prefer to quality and nutrients safety. They will focus on volume first they will check cost of their product and after it, they will research in market for knowing the consumers affordability price and then account department will set the price. They will do this research monthly. There will be maximum profit in bottles because the cost will be cover by the 2/3 turn over of a plastic bottle but the profit in the selling of glass bottles will be lesser because of the usage of good raw material.
Milkoyum has to face difficulty in creating the positioning in the market because these competitors can launch this type of product in the market and can get market share very easily because of having positioning in the market and good name in the market. Consumers already know these existing companies so there is no difficulty to getting attraction of the consumers at their product.weareas, our company is new and it will take time to get its positioning in the market.
MILKOYUM Company is going to introduce a new beverage product MILK O SODA after conducting surveys. Milk o soda is the need and want of public and 20%-30% public was ready to buy our product because 95% public of England drinks it. Chances are very bright that our business will be successful but there will be a fear of competitors like Benz, Shezan, Nestle will introduce such type of brand in the market and they are competitive companies so we have to get market positioning. Brand image is very necessary to get success in the market among expected competitors. Milkoyum will introduce this brand in different flavors in plastic and glass bottles in different sizes at economical prices. Milkoyum company will change the labeling and ads within the time, when there will be innovations will be required to capture the market when the completion level will be rise. Milkoyum company will offer discount rates in different occasions like EID, INDEPENDENCE DAY, CHRISTMAS DAY and specially in the month of RAMDAN . Milkoyum will spread its business in other cities of Punjab after getting the success in England.
This is Preview only. If you need the solution of this assignment, please send us email with the complete assignment title: ProfessorKamranA@gmail.com
