MARKETING PLAN

SUMPTULUPZ
(Snack Healthy
Be Wealthy)

Submitted by:
Maria Masood 11994
Sidrah Shaikh 11562
M. Naeem Zeeshan 11605
We Track Fitness by Counting
Talha Khalil 11743
Calorie.”

Submitted to:
Miss Midhat Masood

Submission Date:
30th Dec, 2010

TABLE OF CONTENTS
S.NO CONTENTS PAGE #
1 Abstract 1
2 Executive Summary 2
3 Situation Analysis 3
Customers
Competitors
Company
Context
4 Marketing Opportunities and Issues
5 Objectives.
Sales Forecast
Assumptions
Break-even Analysis
6 Marketing Strategy
7 Target Markets
8 Positioning
9 Marketing mix
Product
Price
Place
S.NO CONTENTS PAGE #
Promotion
10 Review and Control
Revenue and unit Sale
Expenses
Customer Feedback
Market log (self and competitive major
activities)
11 Marketing Organization
12 Contingency Plan

Acknowledgement
After Allah Almighty, we are thankful to our instructor “Miss
Midhat Masood” who gave us a chance to conduct a study of
launching a new product in the market as it was not only a
learning experience but a good and challenging exercise to
prove our potential and building extensive knowledge about the
local market. We all are grateful to her for assigning this project,
which has further helped us in evaluating many interrelated
dimensions of marketing and professional implementation on
any product or service.
Finally we bestow our thanks to all who has directly or
indirectly supported us with their assistance and guidance to
compose this report and accomplish broader vision to visualize
things in marketing concepts.

Thank You

Abstract
  Background: To critically examine & understand the market
movements and fluctuations for the fruit based snack, Sumptulupz.
 Methods: Analytical examination of overall healthy food snacks
market.
 Results: The snack foods industry continues to experience strong
growth, due to the decline in the number of formal meals eaten and
continued demand for foods which can be eaten on-the-go by time-
pressed consumers. Over the last decade, health has been one of
the main drivers of the snack foods market.
 Conclusions: Given the highly competitive nature of the snack
foods market, levels of innovation and new product activity have
traditionally been on the high side.
This has been accentuated by growing consumer health demands;
as well as the pressure manufacturers are coming under to develop
nutritionally superior snacks.

Executive Summary:
This report shows the marketing strategy of “Sumptulupz” by
doing SWOT analysis as well as describing four P’s.
Sumptulups is a unique kind of snack which comprises of real
tasty fruits and added preservatives toped with chocolate sauce
and comelle. It is a nutritional snack which is preferred by the
people who want to eat natural product rather than junk.
We will target Health conscious youngsters belonging to upper
middle and upper class. We will spend huge amount of our
capital on its promotion that will reduce our profit in first few
years, but later on it will result in huge profit gains.
Sumptulupz is a healthy snack that is enriched with all the
essential vitamins and minerals that covers the daily requirement
of every individual, which gives it a competitive edge over other
snacks.
We have Direct/Indirect Marketing Channel from manufacturer
to consumer. We will market our product through different
pricing strategies, i.e. Market skimming pricing strategy,
perceived value pricing, etc .And eventually, by providing best
quality in our product, we will gain customer satisfaction and
greater returns.

Sumptulupz:
Sumptulupz, a healthy real fruits based snack has a small but effective
way to ensure nutritional requirements are being met.
Sumptulupz offers high healing nutritional value as it is enriched with
natural fruits which offers high percentage of anti oxidants.

Sumptulupz have a wide array of simple and complex carbohydrates

providing a source of energy that can be sustained over longer periods
than a snack formulated with only processed simple sugars.
Fruit sugars found in Sumptulups serve as an immediate source of
energy. And because Sumptulups taste so good, it is readily consumed
by infants and children. Adults too are crazy about it as they love
nutrition.

Kids love the Real Fruit Flavor.  Adults love the

nutrition!

Taste Developers:
A company that’s all about helping people be the best they can be -
doing good things when it comes to our health and that of our children -
and caring for the environment. You get a company called, Taste
Developer.
Mission Statement
Our Roadmap begins with our mission, which explains our purpose of
existence as a company and serves as the standard against which we
measure our decisions and actions.
1. To learn and innovate
2. To grow continuously
3. To create value for our customers by providing delicious yet healthy
food.
OBJECTIVES:
 Financial objectives:
To become Stars = ( High growth, High Market share)

 Strategic objectives:
1. Explore new competitive advantages
2. Sustain existing competitive advantages
3. Capture attractive growth opportunities
4. Fully utilize our core competencies

 Ethical and socially responsible objectives:

1. Use acceptable producing and processing procedures
2. Produce high quality and healthy food
3. Focus on continuous quality improvement

Keys to Success
(Taste Developer)
 Rapidly expand retail operations
 Growth in its specialty sales and other operations
 Provide Nutritious food

We've only just begun. We will continue to innovate every day. We

know we have a lot of work to do, but we’re up to the challenge. And
we're going to have lot of fun along the way.
Because that is what Taste Developer is all about.

Situation Analysis:

1. Customers:
Sumptulups primary customers are the children and younger age groups
& secondary are adults.
Children love real fruit flavors and adults love the nutrition.
The trend towards greater dietary awareness and healthier eating has
been apparent within the snack foods market over the last few decades.
Although products geared towards dieters and weight-conscious
consumers (e.g. low-fat and low calories crisps) represent a well-
established feature of the market, the choice of healthier snacks like
Sumptulups available to consumers has widened dramatically.

2. Competitors:
Snacks made from cereal ingredients and fruit continue to emerge in
greater numbers in the global market but not locally though the demand
for healthy snacks like Sumptulups continues to increase,
as a result of more people paying greater attention to their diets in
Pakistan.
Due to this fact, Sumptulups if launched in international market might
get many competitors but locally at this point in time they are near to
zero.
3. Company: Taste Developer
A company that’s all about helping people be the best they can be -
doing good things when it comes to our health and that of our children -
and caring for the environment. You get a company called, Taste
Developer.

We take pride in making sumptuous and nutritious products, starting

with the world’s super fruit based snack, The Sumptulupz.

Taste Developer marks a significant change in the way companies

develop products, talk about their organization and forge relationships
with their customers and the communities they serve.

“Track your fitness by counting your calorie.”

is what our USP (unique selling proposition) is & will be for
each of our product
4. Context:
The majority of the world’s population snacks to some degree at least,
although frequency levels tend to be highest in developed regions such
as
North America and Western Europe and average in under developed
areas like Pakistan with an increasing rate.
This is mainly because many consumers in Pakistan lead time-pressured
lifestyles and thus have less time available for formal mealtimes, as a
result of which demand remains high for products which can be eaten on
the go.
In the past, convenience – rather than health – has typically been the
main consumer driver when purchasing snacks.
However, as more people across the world are making greater efforts to
improve their diets, health has increased in importance.
Up to a quarter of consumers in Pakistan are now believed to be seeking
out healthier snacks compared with a few years ago, and this percentage
is expected to continue rising.
Although snacking patterns are fairly consistent throughout the Pakistan,
penetration levels and consumer behavior do differ according to
provinces and cities.

Marketing Opportunities & Issues:

Despite the recent consolidation which has occurred in parts of the
world, the global market for snack foods remains highly fragmented.
Very few companies command a truly worldwide presence, preferring in
most instances to focus their operations on a particular country or
region, where their products can be tailored to suit local tastes and
preferences. This is especially true in the healthy snacks segment, in
which Sumptulups falls.
The steadily widening range of products on offer has created a very
fragmented supply structure
Many of the trends driving the food market for healthy snacking are
health related. These include rising obesity levels, more demanding
dietary requirements and greater pressure from government and health
authorities regarding the availability and marketing of many types of
snack foods.
Flavor trends are also worthy of consideration, since consumers are now
far less prepared to sacrifice taste for healthiness compared with
previous years.
The obesity crisis:
One of the main underlying reasons for health becoming such an
important market driver within the global food and drinks industry is
what is usually referred to as ‘the obesity crisis’.
All sources agree that the percentage of the world’s population who are
either overweight or obese has increased sharply over the last few
decades, with diets cited as a major factor. Higher levels of obesity are
putting a greater strain on the global healthcare system especially in
Pakistan where even basic medical facilities are not available to every
individual.
Worldwide, obesity levels tend to be lowest in Asian and African
countries, like in Pakistan but due to current prediction of World Health
Organization that the number of overweight adults could rise to xxxbn
by the middle of the present decade, of whom over xxxm are expected to
be obese, individuals tend to be more inclined towards healthy foods like
Sumptulups.
Health and nutrition awareness has become more prevalent in the last
five years in Pakistan.  With the increasing costs of health care, the
spread of immune system weakening diseases and all around poor well
being, many Pakistanis are turning to better diets and regular exercise.
Thus Sumptulups will get a large market share within no time.

Objectives:
Taste Developers core values that are awareness, caring, and continuous
Improvement are put into action in our work.
As a result value is delivered to the customers through their satisfaction
by giving them what they want i.e. real Fruit Flavor to Kids, and
Nutrition to Adults.
Product awareness:
Increase product awareness among the target audience by 30 percent in
one year.

Sales forecast:
Inform target audience about features and benefits of our product and its
competitive advantage, leading to a 10 percent increase in sales in one
year.

To create an effective promotional strategy by utilizing the mass media,

such as TV commercial, website, online campaigns, promotional booth
and on-ground events, and to enhance the branding, such as packaging ,
so that it appeals more to its target audience.

Marketing Strategy:
Our marketing strategy revolves around the key concept of customer
satisfaction. It allows us to concentrate our limited resources on the
greatest opportunities to increase sales and achieve a sustainable
competitive advantage

We follow the Product differentiation strategy to distinguish our

product offering from others, to make it more attractive to our target
market. We create differentiation through;

 Differences in functional features or design:

The unique aspects of Sumptulups
 It have a wide array of simple and complex carbohydrates providing a
source of energy that can be sustained over longer periods than a snack
formulated with only processed simple sugars.

Creating a Sense of Value

It offers high healing nutritional value as it is enriched with natural fruits

which offer high percentage of anti oxidants.

 Differences in Sales promotion activities and

advertising:
We advertise our product by communicating our unique selling
proposition i.e.

“ Track your fitness by counting your

calorie.”

 Differences in availability (e.g. timing and location):

This product is distributed directly to supermarkets and convenience
store retail chains and indirectly through appointed distributors and
wholesalers to serve selective retail outlets in every locality.

 Our strategy will move our product from competing based

primarily on price to competing on non-price factors (such as
product characteristics, quality, distribution strategy, or
promotional variables).
Target Market:
No Segmentation Data
.
Geographic
1 Country Pakistan
2 City Karachi
3 Density Urban
4 Climate Hot and Humid
Demographic
1 Age 10-30 years
2 Gender Male and Female
3 Income Upper middle and upper class(40k+)
4 Occupation Student and professional

5 Education School going to post graduates

Psychographic
1 Socio Economic Class A1 & A2 (Upper and middle class)
2 Life Style Sports and outdoor oriented

3 Personality Compulsive and ambitious

Behavioral
1 Occasions regular and special

2 Benefits Benefits: Quality, service and speed

Positioning: Finding a window in customer’s
mind
We try to build a strong brand image to help ourselves stand out. In
order to differentiate ourselves and encourage customers to choose our
Product we use our all 4p’s

1. FUNCTIONAL POSITIONS

Sumptulups, a healthy real fruits based snack has a small but effective
way to ensure nutritional requirements are being met.

 Provide benefits to customers

Fruit sugars found in Sumptulups serve as an immediate source of

energy.

2. SYMBOLIC POSITIONS

 Self-image enhancement

Kids love the Real Fruit Flavor.  Adults love the nutrition!

 Belongingness and social meaningfulness

Health conscious youngsters who wants a healthy nutritional Snack.

 Affective fulfillment
 Sumptulups have a wide array of simple and complex
carbohydrates providing a source of energy that can be sustained
over longer periods.

Taste Developers believe that there is a direct link between customer

satisfaction and customer loyalty.
POSITIONING STATEMENT

The Sumptulupz is a healthy Real fruits based snack that is

enriched with all the essential vitamins and minerals that covers
daily requirement of every individual.

Marketing Mix:
 Product:
Product Name:
Sumptulupz
Punch Line:
Snack Healthy, Be wealthy
Product Classification:
It is a fruit based Snack for taste lovers and health conscious individuals
introduced by taste developers
We want to see healthy & smart individuals in Pakistan

Kids love the Real Fruit Flavor.  Adults love the

nutrition!

Nutritional Information:
Each of our 20 gram products provides the following nutritional
information:

Amount Per Serving %DV*

Total Fat 1g 0.5%

Saturated Fat 0.3g 0%

Cholesterol 0mg 0%

Sodium 15mg 0.6%

 Potassium 130mg 3.5%

Total Carbohydrates 16g 5%

Dietary Fibre 1.5g 6%

Sugars 11.5mg
 
Fructose 8.0g
 
Sucrose 0.5g
 
Glucose 3.0g
 
Protein 0.2g  0.4%

Total Calories: 130

 
Vitamin A  .24 UI 0%

Vitamin C 2 mg 0%

Calcium 5.8mg 0%

Iron 0.3g 2%

*Percent Daily Values (DV) are based on a 2,000 calorie diet

 Price:
Market skimming pricing strategy is being used.
  Place:
This product is distributed both directly and indirectly. It is distributed
directly to modern trade outlets such as major supermarkets and
convenience store retail chains etc, while distributed indirectly through
appointed distributors and wholesalers to serve selective retail outlets in
every locality.
Since we are new to market and have limited resources we will make our
product available in selected stores, following the selective distribution
strategy.

 Promotion:
Promotion is done by utilizing the mass media, such as TV commercial,
website, online campaigns, promotional booth and on-ground events,
and also by tailoring its components & packaging according to customer
needs.

Sumptulupz Life Cycle:

Our Product will progress like other new products, through a sequence
of stages from introduction to growth, maturity, and decline. This
sequence is known as the product life cycle and is associated with
changes in the marketing situation, thus impacting the marketing
strategy and the marketing mix.
The product revenue and profits can be plotted as a function of the life-
cycle stages as shown in the graph below:

Sumptulupz at Introduction Stage:

Taste Developer seeks to build Sumptulups awareness and develop a
market for it. The impact on the marketing mix is as follows:

 Product:
 Sumptulupz branding and quality level is established and
intellectual property protection such as patents and trademarks are
obtained.

 Pricing:

High skim pricing strategy is used for Sumptulupz as it’s a high

quality new product so to recover development costs by high
profits, price is kept higher.

 Distribution:

Selective Distribution is done of Sumptulups until consumers show

acceptance of the product.

 Promotion:

Sumptulups promotion is aimed at innovators and early adopters.

Marketing communications seeks to build sumptuous awareness
and to educate potential consumers about the product.

Contingency Plan:
Also known as a worst-case scenario plan, backup plan, or a disaster
recovery plan, the contingency plan is simply a secondary or alternative
course of action that can be implemented in the event that the primary
approach fails to function as it should. Plans of this type allow
businesses and other entities to quickly adapt to changing circumstances
and remain in operation, sometimes with very little inconvenience or
loss of revenue.
By identifying possible breakdowns in the usual flow of operations
Taste Developer has developed strategies that make it possible to
overcome those breakdowns and continue the function of the
organization.
Strategies are as follows:
1) Avoid false starts.
2) Execute efficiently and effectively.
3) Cut losses short and flexibly salvage.
4) Always have a big vision.

The Benefits of Sumptulupz:

You may feel regretful about snacking, but snacks aren't

necessarily bad. In fact, healthy snack foods like Sumptulupz
several times a day can be beneficial.

Here's how:

 Binge control. If eating a piece of fruit or raw vegetables

keeps you from taking second or third helpings at your next
meal, you may actually consume fewer total calories for the day.

 Extra energy and nutrients. Traditional, made-at-home

meals often lose out to busy schedules. A grab-and-go snack like
our product can be the difference between some nourishment
and none at all.
  Control Hunger Pangs. Helps keep your hunger levels down
to a minimum and avoid feeling deprived.

 Control Insulin Levels. Helps keep you blood sugar levels

even.

With proper portions and healthy food choices, snacking can enhance,

rather than hurt your diet.

Think of a Sumptulupz as a "mini meal" that will help you have a

healthy diet, rather than as an opportunity to consume treats.
Sumptulupz will provide you with a great tool for permanent weight
loss!

Conclusion:
Choosing healthy snack foods is just as important at snack time
as it is at mealtime. Sumptulupz can add fiber and nutrients to
your diet without unwanted calories.
It can give you an energy boost during the day and prevent you
from overeating at meals.
Remember to have Sumptulups to get all of the vitamins and
minerals you need to be healthy.
The closer a food is to its natural state; the better it is for
you. And that’s how Sumptulups is.

You can be fully assured that if Taste Developer name is on

any product,
It’s a natural and wholesome product.