MARKETING PROJECT

Mr. EGGS
SUBMITTED TO:
MR. FAROOQ JAMAL
SUBMITTED BY:
RANA

SHAHZAIB

SAEED 10-NTU-5073
MUHAMMAD TAYYAB

10-NTU-5059

ZAHID ASHRAF

10-NTU-5093

NTU-5052

MUHAMMAD NAEEM

10-

REHAN MIRZA

10-

NTU-5075
WALEED YOUNAS
JAVED IQBAL
SECTION:

DEPARTMENT OF MANAGEMENT
SCIENCES
NATIONAL TEXTILE UNIVERSITY,
FAISALABAD

10-NTU-5062
10-NTU-5048
MBA 5TH

TABLE OF CONTENTS

ACKNOWLEDGMENT:................................................................................................... 4
Introduction................................................................................................................ 6
Vision statement......................................................................................................... 6
Mission statement:..................................................................................................... 6
Markete review........................................................................................................ 6
Market segmentation.................................................................................................. 6
Geographic segmentation:...................................................................................... 7
Demographic Segmentation:...................................................................................7
Psychographic Segmentation:................................................................................. 7
Behavioral Segmentation:....................................................................................... 7
Finer Segmentation:................................................................................................... 7
Targeting:................................................................................................................... 7
Undifferentiated Marketing:..................................................................................... 7
Local Marketing:...................................................................................................... 8
Positioning strategy:................................................................................................... 8
Positioning by Attributes:........................................................................................ 8
Positioning by Benefits:........................................................................................... 8
Positioning by Values:.............................................................................................. 8
Swot analysis.............................................................................................................. 9
Strength:................................................................................................................. 9
Weakness:............................................................................................................... 9
Opportunities:......................................................................................................... 9
Threats:................................................................................................................... 9
SWOT MATRIX........................................................................................................... 10
Weakness:............................................................................................................. 10
Opportunities:....................................................................................................... 10
Strategic Marketing Plan........................................................................................... 10
Slogan................................................................................................................... 11
Logo...................................................................................................................... 11
Product.................................................................................................................. 11

Packing.................................................................................................................. 11
Pricing...................................................................................................................... 12
Internal Factors:..................................................................................................... 12
Marketing Objectives:............................................................................................ 12
Marketing Mix Strategies:...................................................................................... 12
External Factors:.................................................................................................... 12
Pricing strategy:........................................................................................................ 13
Promotion:................................................................................................................ 14
Flexes.................................................................................................................... 15
Distributions:......................................................................................................... 15
Marketing channels:.............................................................................................. 16
Retail Outlets (indirect channel):...........................................................................17
Sale Promotion (Direct Channel):..........................................................................17
Advertising Objectives:.......................................................................................... 17
Electronic Media:................................................................................................... 17
Print Media:........................................................................................................... 17
Advertising Budget................................................................................................ 18
Place:........................................................................................................................ 18
BUDGET:................................................................................................................... 18

ACKNOWLEDGMENT:

We have no words to express our deepest sense

of gratitude to Almighty Allah Who is creator the
sources for knowledge for the betterment of
humanity. We wish to express our respectable teacher
Mr. Farooq Jamal who provided us an opportunity to
do this marketing project.

By their prayers, sympathy, affection,

guidance and support are always with us all the
time for our success.

Introduction
Mr. Egg Corporation established in 2013 as an egg selling company in Faisalabad. We
have a controlled shed which is situated in Jhang raod faisalabad from which collect eggs and
designed eggs. In 2013 we create innovation in the form of designed colorfull eye-catching
eggs. Now we have an outlet and head office in Kohinoor plaza Faisalabad. We supply eggs in
super mart, super store, shopping malls, metro etc...

Vision statement
We have committed to provide high quality eggs upper the expectation of the customer
and want to become the globalize eggs selling company.

Mission statement:
To create an industry operating environment that assists to minimize barriers and costs for
egg farmers and to maximise benefits and revenue for the industry and the community through
integrated marketing, research, development and policy services with experienced and
responsive employees.

Markete review
We launch designed eggs in Faisalabad city. We made a survey in the different area of
Faisalabad, the demand of such type of product is too much high in the market and this product
use every person. After this we have a plan to deliver the product in selected areas of Faisalabad.
We assumed that our product will easily prevail in the market. It is only because our one
product covers all the customer needs. Our mission statement will create complete and effective
positioning and satisfied customer to gain profit. We are a profit oriented firm as others are, but
in starting we have to maximize the sale price because we have innovative product. For this
purpose we have to reduce the cost price. Before minimizing the cost we also have to study
customer mind. When we identify the customer need then we must provide the quality product
by building a standard with the minimum cost.

Market segmentation
We are introducing our product initially different areas of Faisalabad. After making this
segmentation we will analyze which segment is beneficial for us. We will make this segment on
such basis..
1)

Geographic segmentation

2)

Demographic segmentation

3)

Psychographic segmentation

4)

Behavioral segmentation

Geographic segmentation:
In geographic segmentation we will make segments in all over Faisalabad. With the help
of a short survey we finalized this decision. We made a questionnaire for the general public and
had filled through them. It was the only tool for us to know the people that what they want?

Demographic Segmentation:
In Demographic segmentation we will divide people according to their ages, gender,
ethics and life cycle. We will divide our customers regarding their ages as Children, teenagers,
twenty plus, thirty plus, and so on

Psychographic Segmentation:
To analyze the psychology of the customers in different areas of Faisalabad we divide them in
social class, and Personality. According to the social class the available types in Faisalabad are two which
are.

1) Upper class
2) Middle class
For making the best marketing structure we set a high price which suits these types of social
classes in different areas of Faisalabad.

Behavioral Segmentation:
Behavioral segmentation divides customers into groups, based on their Knowledge,
Attitude, Uses, or Responses to a product. We also believe like many marketers that behavior
variables are the best starting point for building the best market segmentation. Evey person need
one egg on daily bases upon doctor recomendation for the purpose of protein.

Finer Segmentation Strategy:

In finer segmentation strategies there are main three strategies w e are

adopting variety seeking segmentation strategy for our business.

Targeting:
After evaluating different segments, now we will must decide which and how segments we
will target. A target market will consist of buyers who share common needs or characteristics that
we will decide to serve.

Undifferentiated Marketing:
We will select undifferentiated marketing because we will enter in the market with one
offer for all customers. In undifferentiated marketing the difficulties arises in developing a
product or brand that will satisfy all consumers. The companies which select mass marketing

often face trouble competing with more focused firms that do a better job of satisfying the needs
of specific segment and niches. Due to this we will not select undifferentiated or Mass
marketing.

Local Marketing:
We also select Local Marketing to satisfy the needs and wants of local customers groups,
neighborhoods, and even specific stores. We will do Local Marketing with undifferentiated
marketing.

Positioning strategy:
Save your moments and enjoy your moments
Make your life so easy and comfortable
Make your life quick and fast

Positioning
Basically there are three level of positioning through which we will position our products
in the customers minds. For positioning of our product we will use these three levels.
1- Positioning by Attributes
2- Positioning by Benefits
3- Positioning by Values

Positioning by Attributes:
We will position our product on the basis of attributes, Through our positioning we will try
to set and fix the features in the minds of our customers. In positioning we will focus more on the
features and attributes of our product.

Positioning by Benefits:
We will also focus on the benefits of the product when we will position our product.
Through positioning we will tell our customers how many benefits they can get from our
product.

Positioning by Values:
We will also position our product on the basis of customer values.

Swot analysis
With the help of S.W.O.T Analysis we know the strength, Weakness, Opportunities, and
threats of detergent bar.

Strength:
The strength of eggs is as follows
1) We have no competitors
2) Shelf life of our eggs is minimum 25 days
3) Attractive packing
4) Our workers are professionaly trained
5) We provide eggs brokage safety through air tight packing
6) Colorfull designed eggs
7) There in no any product in the market having design eggs in pakistan

Weakness:
Some weaknesses of eggs are given below
1) We have not strong brand image because we launch our product first time
2) We have less resorces
3) We have low entry barrier

Opportunities:
There are also some opportunities for eggs....
1) Market development ( Globalization)
2) Creation of alliances with suppliers reduce the risk.
3) Addition in product line

Threats:
1) Chances of egg damages
2) Easy entrance in this business
3) Legal restrictions

SWOT MATRIX
STRENGTHS

Weakness:
1) We have not strong brand

1)

We have no competitors

image because we launch

2)

Shelf life of our eggs is

our product first time

minimum 25 days

2) We have less resorces

3)

Attractive packing

3) We have low entry barrier

4)

Our workers are professionaly

trained

5)

We provide eggs brokage safety

through air tight packing

6)

Colorfull designed eggs

7)

There in no any product in the

market having design eggs in
pakistan

SO strategies

Opportunities:
1)

Find new market

2)

Creation of alliances with

Wo strategies
W1+O3=Product

S1+O1=Market development

development

suppliers reduce the risk.

3)

Addition in product line

S1+O3+S7= Market

Threats:
1) Chances of egg damages

penetration
ST strategies
T2+S7+S3=Innovation

2) Easy entrance in this business

3) Legal restrictions

Strategic Marketing Plan

Wt strategies
WT Strategies make the
technological innovation

Product
Brand name
Mr. Egg
Slogan
Anday ka funda

Logo

Product
Color full designed eggs.

Packing
Our product is available in different packings like as six pieces packing, ten pieces
packing and one dozen pakcing..
Air tight packing
Thermopol packing

Crystal packing

Pricing
Price is amount of money which we will charge from our customers in return .

Factors to consider when setting price:

During setting the price we will consider these factors.
1-Internal Factors
2-External factors

Internal Factors:
During setting the price we will first consider internal factors, like

1) Marketing objectives
2) Marketing mix strategies
3) Cost
4) Organizational consideration

Marketing Objectives:
When we will set the price of our product then from internal factors we will consider the
following factors.
1) Survival
2) Current profit maximization
3) Market share leadership
4) Product quality leadership

Marketing Mix Strategies:

We will carefully coordinate price with other marketing mix elements. We will use target
costing to support product positioning strategies based on price.

Cost:

During setting the price we will access the cost, variable cost, fixed cost and total cost.

Organizational Consideration:
We will create price setting department which will set the prices.

External Factors:
After considering the internal factors we will access the some external factors as,
1-Nature of market and demand
2-Other environmental elements

Nature of market and demand:

Before setting the price we will access the nature of market and demand. We will assess
that which type of market is existing. Rather there is pure competition, Monopolistic
competition. After accessing these types of market then we will set our price.

Other Environmental Elements:

Before setting the price we will access the economic condition of target areas in
Faisalabad. We will also access the inflation rate in Pakistan. We will also access the market
condition like boom, recovery or recession.

Pricing strategy:
OBJECTIVES FOR PRICING STRATEGY
Following objectives we are consider while we make our pricing strategy.
1. Recognize the factors that affect price strategy.
2. Identify marketing objectives related to pricing.
3. Describe the components that go into making price strategy decisions.
4. Apply formulas used in setting prices.
5. List considerations for updating price strategy.
Price Strategy Considerations
Following are the major considerations we have in mind for setting our prices.
1. Factors Affecting Price

Setting a price for a good or service is not easy. We have to consider costs, expenses,
economic forces, government regulations, and technological trends.
2. Costs and expenses
If our busineaa operations are working well, it indicates that you have to make a profits.
This means that our prices must be higher than our costs and expenses.
3. Distribution channel

those who handle your product must also make a profit. Therefore, your product costs are
also affected by their pricing structure.
4. Consumer Perceptions
The price of our product helps us to create image in the minds of customers. High prices
may convey quality and status thats why we are charging high price to make good
perception in ourr customers mind.
5. Government Regulations Federal and state laws also affect prices.

Price Strategy Options

Introduction
One of two methods is often used when introducing a product to the market.
Price Skimming Strategy
we are adopting price skimming strategy for our business through charging high prices.

Break Even:
It is the point where we will cover our total revenue and our total cost in terms of units and
volume. It can be verified by the following formula

Break Even Volume = Fixed Cost / Price Variable Cost

Name of Product

Quantity

Retail Price in Rs

Mr. Egg

1 dozens

179

......

10 eggs

150

......

6 eggs

90

Promotion:
Ads are cost effective way to disseminate message, whether to build brand preference or
to educate people. Most companies use an outside agency to help create advertising campaigns
and select and purchase media.I used the way of advertising of cable to develop advertising
campaign for detergent bar. These companies will guide us what should be the next move and
also giving them feedback regarding the market and competitors.

Flexes

Distributions:
Distribution means to distribute the product through different channels. Extension is in
the nature of every business. For extending a business we use some channels to distribute. First
our distribution is in super malls, super stores, shoping malls etc..... when our product will
mature enough then we will expand our distribution in all over the pakistan.
We have to select the most suitable distribution channel which will be completely helpful.
As we already discussed that first we launch our product in Faisalabad, after that we will be in
other big cities of Pakistan. Our distribution channels in Faisalabad are Distributers, Wholesalers,
than retailers. We will make the easy access of eggs in the Super Stores, malls. We mainly
focuses on the retailers because they are the only people which deliver our product to the final
consumers.

Marketing channels:
These are known as the set of independent organizations involved in the process of making a
product or service available for the use or consumption. These channels perform the work of
moving the goods from Manufacturer to the final consumer. It is the only way through which we
can provide the goods to the final consumer at the right time and right place according to the
needs, wants, and demands of general public. Mostly these channels perform the functions like
1)

They collect the information about the potential and current

customers,competitors, and other acts, facts, forces of the marketing environment.

2)

They develop the disseminate persuasive communication to stimulate the

purchasing.
3)
4)

They place an order to the company.

They provide best place for storage and movement of physical products.

5)

They evaluate and clarify the customer`s needs, wants, and demands properly.

In conclusion to all these actions we can say that they perform their self as a platform on
which all the work activities are handled between the customers and manufacturers.

Channel Levels:-

It is a two-level channel, we will have our own distributors which are

suppose to deliver the eggs to the wholesaler as well as the retailer.

Distribution situation:
We will use two channels for distribution of eggs.

1) Retail outlets (Indirect channel)

2) Sale Promotion (Direct Channel)

Retail Outlets (indirect channel):

We will target many big retail outlets which will provide eggs to the consumers. 70% of
eggs sales would be through indirect channels.

Sale Promotion (Direct Channel):

We will distribute 30% of eggs sales through direct channel.

Distribution Outlets:
We use the distribution outlets to increase the distribution of eggs in the untapped retail
outlets.

Sales Force:

Our company will arrange two marketing development officer who will be responsible to
the direct sales in the markete stores etc

Sales Promotion Team:

Actually we develop a team of six sales promotional officers, which will completely be
responsible for the direct sales. Each of them will be responsible for promoting eggs at the
assigned locality.

Advertising Objectives:
Advertising objectives can be classified according to whether their aim is to inform,
persuade, or remind.

Electronic Media:
The electronic media will be only Television. In Television vehicle will be Star plus, Ary
digital, Sony television, Hum Tv, Geo tv. (We visit the cable office In D-Type colony, in office
we met the cable operator Mr. Shahzad Cell no. 0322-6010814)

Print Media:
We print 4000 pumflut from Al-hassn book depot and publishers, and distribute by hand,
and the price of per pumflut Rana Haleem Cell no. 0300 6664209). We will have to advertise
shaheen detergent bar on cable times in a month the price of scrolling 24 hour Rs.1000 and the
commercial aid, which time is 30 second and the play this aid after every 40 minute and the price
of 1500 per month, and expenses of composing movie of commercial aid 12000. 7 days a week
in first month.

Advertising Budget
In this advance age, business cannot be successfully done without advertisement and
promotion. Advertisement and promotion are life blood of an organization. So to make our
business quite successful we will have to make advertisement and promotion. So for this purpose
we want too much budget.

Place:
Our head office is situated in kohenoor plaza jaranwala road. And that place is very
preffered for our business.

BUDGET:
1.
2.
3.
4.
5.
6.
7.
8.

Land and building (Controlled shed)

Salary
( for 15 workers)
Utility bills
Mazda
Advertisement expenses
Office+outlet rent
Marketing staff salary
Marketing officer salary
(6 person)
Total :
9. Plant and machinery
10. Reserves
11. Oil Paint
12. Spray paint

15,00,000
125,000/month
30,000
900,000
30,000
50,000
30000
48000
27,13,000
3,00,000
20,00,000
1,00,000
75,000

Total Budget

52,88,000

Expected profit

2,00,000