The “Unify Company” is a desire future of our group

consisting:
“Unify” a newly established company with its assessable goals
presents its innovative product “Yog-Ice” with fresh features.

Yog-Ice with yogurt flavor and chunks……..Soon will be available in your area @
affordable prices.
 DEDICATION
TO,
OUR RESPECTED PROF & X-DEAN
LATE MANZOOR-UL-ISLAM

&

OUR FELLOWS
Late Wajiha Naz, Khawar Khan, & Afaque
Ahmed

[We extremely want to dedicate our report to all of them,

Sometimes ago they was the part of our institute but two
month before they have left this world, “May God rest their
soles in the heaven” (Aameen)]
 EXECUTIVE SUMMARY
===============================================

In this report we provide a business plan of the product which will

launch by unify company that is flavored yogurt with the specialty of
having chunks of the same fruit as the flavor in the Pakistani market.
The business will serve healthy and premium Yog-Ice, to the generally
upscale target market, Based on the competitive analysis presented in
this plan.

We started plan with the focus of the product and trend, which will set
by the product, and the whole analysis of the marketing mix comprises
of competitors whole scenario. Further we discuss marketing mix of
our product .Our target market, Positioning, consumer and all. We give
a brief discussion on SWOT analysis which covers strength, weakness
opportunities and threats of the newly establish product by unify.

Moreover long term objectives and strength to achieve goal s and

plans of the company and the other thing which was also under
discussion was evaluation plan.
Our distinctive logo, its reputation for fast service and only the freshest
foods, plus its slogan, “Choice of new generation” will provide a
distinctive competitive edge.

In short the report covers whole business plan of the newly establish
product of the company unify.
 PREFACE
===============================================

As well as, the report has been completed. We hope that we have
covered all the aspects necessary to be covered in the report and as
per directed by our course instructor Sir Wasif Wajid. The matter is
arranged in appropriate way to facilitate the reader.

We give a brief discussion on newly established product “Yog-Ice”.

Product features market, competitors and SWOT analysis which cover
strength, weaknesses, opportunities and threats of Yog-Ice.

Moreover long term objectives and strength to achieve goal s and

plans of the company and the other thing which was also under
discussion was evaluation plan
In short the report covers whole business plan of the newly establish
product of the company unify.

Enjoy Reading!
 ACKNOWLEDGEMENT
===============================================

All our praises are for Allah the Almighty, who bestowed potentially
upon us to accomplish this report successfully.
We have a deep sense of gratitude to my honorable teacher Sir Wasif
Wajid for his generous initiation, cooperation & guidance in writing this
report. It is because of him that we have been able to compile the
information collected on the given topic and also present it in a
comprehensible form.
We are also thankful of our all group members for their hard working
and cooperation each other without all of this we couldn’t able to do all
of this.

Sincerely:

BBa (v), sec “C”

 CONTENT
===============================================

Introduction of “Yog-Ice”

* PRODUCT
* TEST
* SPECIALTY
* TARGET MARKET

ANALYSIS - current situation only

* THE MARKET ANALYSIS

* COMPETITORS ANALYSIS

SWOT analysis

* STRENGTHS
* WEAKNESSES
* OPPORTUNITIES
* THREATS

Objectives of marketing plan

* FOCUS
* TREND
* ACTION PLAN

Marketing Strategies

* BUSINESS STRATEGY
* PRODUCT STRATEGY
* PRICING STRATEGY
* DISTRIBUTION STRATEGY
* PROMOTIONAL STRATEGY
INTRODUCTION:
======================

PRODUCT:

Flavored yogurt with the specialty of having chunks of the

same fruit

TASTE OFFERED:

No of flavors are offered by unify:

• Vanilla
• Chocolate
• Butter Pecan
• Strawberry
• Pineapple
• Mango
• Apple
• Blue berry

SPECIALTY:

People love to eat tasty, healthy and fresh food.

So, The Specialty in the product is its taste like ice cream very smooth.

TARGET MARKET:

Our target would be the all age group people but by above analysis we
realize that youngster and children love to eat ice cream so our special
focus is to attract the:
 • Children & Youngster

ANALYSIS
===============================================

MARKET ANALYSIS:

Market analysis is favorable toward the ice cream business in the

Pakistan. According to research, and advisory the overall ice cream
market is expected to grow. Ice cream is a popular indulgence, and
people will spend money for such a treat. The Unify has identified an
indulgence-in-moderation buying style with a conservative approach to
most purchases.

In short, the general market analysis shows that “healthy” and

“premium” ice cream/yogurt sales are on the increase and will
continue to increase. Further, the target market for these products is
kids & youngster. The market analysis also reveals that it is highly
desirable to promote Yog-Ice in sense to beat competitors.

The market analysis identified middle and upper income groups as

desirable target markets, what is the growth pattern in Pakistan these
groups? Table 1 presents informative statistics.

TABLE 1
Number and Percentage Increases in Pakistan
Families by Income Groups, 2002 to 2006

Years Low Income Middle Income High Income

Families Families Families
2002 3,000 2,000 1,000
2003 3,500 17% 2,800 40% 1,800 80%
2004 4.400 26% 4,300 54% 3,000 67%
2005 6,100 34% 6,200 44% 4,900 63%
2006 7,900 30% 8,400 36% 7,100 49%
 Note: Family is estimated to be 4 persons.
Source: www.fita.org/countries/pakistan.html

COMPETITORS’ ANALYSIS:

YOG-ICE is in the introductory phase. The product has low numbers of

competitors and local manufactures in market and the present
competitors has very low promotional activities if we say that they
have zero rate of promotional activities so it will be a fair fact. (This
statement is just about that competitors who offer the yogurt flavored
ice cream).The ice cream market in Pakistan is unsaturated for new
comers. Competition would be tough in the future.

The existence competitors in yogurt flavored ice cream field are:

• IGLOO
• NIDO

The following graph showing the competition between existence competitors:

Source: www.paki.biz/site/pakistan-igloofun-99127
www.reviewstream.com/reviews
 It shows that most of customer prefers to buy or igloo’s product.

SWOT ANALYSIS
===============================================

STRENGHT:

• Ice cream taste

• Distinct from competitor
• Customers strongly like it
• High promotional activities

WEAKNESSES:

• Low financing
• Low investment
• New company in the market
• Low profit because product is in the introductory phase so the
promotional activities are very high therefore the cost is more
than the profit

OPPORTUNITIES:

• Customers strongly like our product

• Less numbers of competitors
• Much demand for innovative products

THREATS:
 • Unsaturated market
• Potential for new customers
• Cost of core raw material (MILK) is increasing day by day
which ultimately makes the cost high

OBJECTIVES
===============================================

OUR OBJECTIVE AND GOAL:

To beat all the existing and new coming competitors of market

and serve the customers wants as demand time to time.

FOUCUS:

Our focus will be on the quality of the product to maintain it times to

time. When the product will undergo different changes but the quality
of the product will always under consider.

TREND:

This is basically a yogurt but the different trend is, it will be ice-cream
flavor so everybody loves to have it especially children and teenagers
so they will get nutrition with taste.

ACTION PLAN:

• High motivation strategy towards employee.

• Team collaboration.
• Incentives to employees.
• Attract the employee while implementing the plan.
We will consider these points to motivate our employees to achieve the
target so they can put their whole efforts and consumption of time will
also be minimized.

MARKETING STRATEGIES
=========================================================

BUSINESS STRATEGY:

All marketing strategy is built on STP segmentation, targeting

and positioning a company discovered different needs and groups in
marker place targets those needs and groups that it can satisfied in
the superior way, and then position its offering so, that the target
market recognize the company distinctive offering and Image. If a
company does a poor job of positioning the market will be confuse as
to what to expect if a company can does an excellent job of positioning
then it can work out the rest of its marketing planning and
differentiation from its positioning strategy.

Thus the above strategy is that we sale our product to the children and
the youngsters, and those people belong to middle class and upper
and lower middle class.

PRODUCT STRATEGY:

Internal features:

• Chunks of the same fruit as the flavor

• In chocolate flavor the all type cups have a thick layer of
chocolate with chocolate chips
• It is yogurt but in taste of ice cream
• Smooth and mild as cream
 • A wide range of tastes i.e., Chocolate, strawberry,
pineapple, blueberry, apple, mango, butter pecan and
vanilla.

External features:

• Attraction : attractive colors and features for children and

youngsters.
• Sizes : YOG-ICE will be available in
different shapes and three sizes i.e., mini,
medium and family pack.
• Affordability : the prices of all sizes are very suitable.

PRICE STRATEGY:

Highest Rate (RS.

60-100)

Lowest Rate (RS.

10-20)

DISTRIBUTION STRATEGY:

• All markets
• Departmental stores
• Wholesale shops
• Retail shops
• Fast food centers
• School colleges and university cafeteria

PROMOTION STRATEGY:
 • Mobile promotions
• Advertisement on the all type different channels (private
and public both)
• News prints media
• Online (polling, mail marketing)
• Hoarding
• Posters or fliers and billboards

Promotional activities are highly appreciable because we want make

the peoples aware form our product.