Nabil Abdul Majeed

Muhammad Asim
Saad Rafique Ali
Omar Ishtiaq
Imran Khan


Our business facilitate peoples in Saudi Arabia
Introduce our new product in Pakistan
Our target market is Lahore
Brand name
Focus on quality and taste
Introduction
Deliver the highest quality, taste and enjoyment for
all customers
Each bite is designed to put a Smile on your Face
For special events like birthday, wedding ceremony
and Eid

Cake
Green and blackish orange background with red And
White text
Cakes covered with cartons and rapped with Mini
Packets
Mentioned particulars on packet:
Ingredients
Mailing address and phone number
Manufacturing Date
Expiry Date


Packaging Design
Diversification strategy
New product is launched
New Market is Lahore
Why we doing that?
Expanding business
Increase market share

Market Expansion Grid
Through marketing mix:
Product
Price
Place
Promotion

Implement the strategic plan
Through marketing mix:
Product
Deliver the highest quality
For special events
Price
Place
Promotion

Implement the strategic plan
Through marketing mix:
Product
Price
Quality is best and price is minimum
Offer relatively Low price
Place
Promotion

Implement the strategic plan
Through marketing mix:
Product
Price
Place
At right place at right time
Retail Market
Promotion

Implement the strategic plan
Through marketing mix:
Product
Price
Place
Promotion
Through Advertisement

Implement the strategic plan
Through :
Quality of Information source
Customers image in respective of the Product
Good information avoids negative word of mouth

Customer Perceived Value
Direct
Indirect
Competitor Analysis
Direct
Cakes and Bakes
Indirect
Competitor Analysis
Direct
Indirect
Gourmet
Shezan
Doce
CINNABON
Competitor Analysis
Through:
Innovation
Product availability
Employee engagement
Customer Satisfaction

Building Profitable relation with
customer
Variety seeking Buying behavior
Decision Behavior of consumer
Variety seeking Buying behavior
Low involvement
Significance difference between product

Decision Behavior of consumer
Variety seeking Buying behavior
We will do as a marketer
Use placement tool
Promotion
Decision Behavior of consumer
Awareness
Interest
Evaluation
Trial
Adoption

Consumer Adoption Process
Awareness
Our customers are informed by Advertisement
Interest
Evaluation
Trial
Adoption

Consumer Adoption Process
Awareness
Interest
We will assure that every Information source will be
positive
Evaluation
Trial
Adoption

Consumer Adoption Process
Awareness
Interest
Evaluation
Better information results in better action
Trial
Adoption

Consumer Adoption Process
Awareness
Interest
Evaluation
Trial
Offer free samples to customers
Adoption

Consumer Adoption Process
Awareness
Interest
Evaluation
Trial
Adoption
Provide our product at right Place at right time
Consumer Adoption Process
Advertisement
TV Commercials(City 42)
Magazines
Internet
Radio
Outdoor

Our customer will be informed
Segmentation:
Geographic
Demographic:




Customer Driven Marketing Strategy
Segmentation:
Geographic
Pakistan
Demographic:



Customer Driven Marketing Strategy
Segmentation:
Geographic
Demographic:
Age 5-60

Customer Driven Marketing Strategy
Geographically
Lahore
Demographically
Generation Y & X
Malian
Target Market
Measurable
Accessible
Substantial
Differentiable
Actionable
Requirements for effective
segmentation
Measurable
One targeted city
Accessible
Substantial
Differentiable
Actionable
Requirements for effective
segmentation
Measurable
Accessible
Can be accessed to every customer
Substantial
Differentiable
Actionable
Requirements for effective
segmentation
Measurable
Accessible
Substantial
Enough resources to capture targeted market to make
reasonable profit
Differentiable
Actionable
Requirements for effective
segmentation
Measurable
Accessible
Substantial
Differentiable
All the segments are different there is no overlapping
Actionable
Requirements for effective
segmentation
Measurable
Accessible
Substantial
Differentiable
Actionable
Marketing programs can be implemented for excellent
responses
Requirements for effective
segmentation
Our main purpose is to satisfy our customers.
Product has been launched according to the
customer need
Quality is better than competitors and served to every
class of people in same way even the price is relatively
low.

Conclusion

Feel free to ask any
question?