National University of Modern Languages

Submitted to:
Mr. Muhammad Asghar

Submitted by:
Farrukh Javed Zia-ur-Rehman Hasseeb-ur-Rehman Omer Ejaz Waqas Aslam

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Introduction
Now a days Gastro diseases are at an increase in Pakistan, more over due to changing climatic conditions and global warming tenure of hot weather in Pakistan has increased to 8 months. Its a matter of fact that 14 to 22% of the total population is victim of gastro daises. HOWFZ after identifying aforementioned problem has decided to launch a nutritious and healthy drink name Chill Bill.

Chill Bill is an English word which means in a state of relaxation thats also representing our Product which mainly is combination of herbs i.e. Psyllium husk and cool seed. Its a flavored essence or milk containing Psyllium Husk and cool seed in it. The consumer after taking it daily are expected to remain fit and in state of relaxation. This product will mainly address gastro problems and guard against adverse heat effects on human body during summer season. This project surely offers an enormous amount of entrepreneurial opportunity. We are grasping this occasion by providing customer an ease by giving them a readily available healthy drink which not only will keep them fit but will also help in avoiding dieses. HOWFZ is providing totally new product in the market according to the customers needs and wants. We are providing values to our customers and in return getting value for our company as our mission statement is take a Chill Bill

Our focus is to target all segment of the society. Market segmentation will help HOWFZ to identify large market segmentation by converting it into smaller segments that can reached more efficiently and effectively with products & services that match the needs of our customers. Brands are more just names & symbols. They are one of the key elements in the companys relationships with consumers. Brands represent consumers perceptions & feelings about a product and its performance. Brand exists in the minds of consumers for e.g. Coke, Pepsi, Tide; Harley Davidson etc are not only famous for its unique benefits or reliable services but are also famous for having deep connections with customers.

Business Plan
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The Opportunity
We are looking to grasp the opportunity and fill the gap where our huge industry is not paying any heat. Studies conducted in Pakistan have shown that the percentage of chronic gastric diseases ranges from 14% to 22%. We have got an excellent idea which not only will enhance the sales of your products but also will bring a good name to the organization. We also have solution to counter the heat effects from human body. Our healthy drink CHILL BILL containing husk that effectively can cure chronic constipation, intense thrust, irregular bowel movements ,piles ,gastric ulcers ,acidity and obesity. Moreover as we all know that summer season in Pakistan remains

low Cost

Easy to Access

Opportunities

multipurpose drink

Customers Satisfaction

The description of the business

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The company was officially initiated with the aim of producing natural dietary supplements in a modern and scientific manner so that the age old prescriptions and remedies reach public in a ready to use form without disturbing their efficacy and natural goodness. Our preparations are based on years of pain taking research and development prepared in hygienic and environment friendly conditions employing the most modern machinery, the most effective production means, and the most capable human resource to emerge as a high quality and safe products for public use. Our business is of developing an effective multipurpose drink Chill Bill, which not only will address the common gastric health problems but also will effectively counter the adverse heat effects. More over it is also in line with modern social culture of Pakistan which stress the importance and usefulness of organic foods.

How the proposed business fulfills the needs

We provide our customers with the facility that keeps them healthy and fit without having any side effects. Customers, Retailers and whole seller will be connected online through internet place orders for the drink (minimum Prescribed Quantity) which will be delivered at their respective places. The backup of every order will be kept reserve by us in our record. It saves time as no one has spare time from their busy schedule to go and find the desire product.

Company background
The top management of HOWFZ consists of five members our CEO Farrukh javed student of National University of Modern Languages had a unique idea of introducing this product. He shared this idea with his team which was approved by the team with little changes.Haseeb due to his expertise and interest in I.T has been appointed as I.T Director. Zia ur rehman has some interest in HRM so she was appointed as the HRM Director. Omer by virtue of his interest has been appointed as Director of Marketing. Waqas will be dealing with Finances as Director Finance.

VISION
Our Vision is to have a progressive business with strong brand equity, enhancing value for all the stakeholders through excellence in performance and good governess

MISSION
To give our customer happy and healthy life by keeping them fighting fit through our energy drink CHILL BILL and in return get core customer value by winning their loyalty

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Business Objectives

To become the market leader. To grab maximum market share. To built sustainable competitive edge. To maximize our first movers advantage. To built high credibility in the market. To create unique job opportunities for fresh generation. To gather the capable human resource on one platform.

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Identifying Trends / Demand Forecast

Our business cycle starts from identifying trends of our products to the customers in the market. Need identification includes two things concept testing and usability testing for demand forecasting.

Concept Testing
In concept testing we got the ideas of our potential customers through a questioner and perceived that there is a good demand of our products in the market.

Usability Testing
For usability testing we got some samples of our drink tested from potential customers who responded in positive manners.

Inbound Logistics

Psyllium Husk: will procure processed Psyllium Husk from METRO at very cheaper rates. Cool seed: Will be procured from Pakistan Grocery Milk will be acquired from different cattle farms of Lahore and surrounding areas Flavored essence will be prepared in our factory directly.

TARGET MARKET
The target market is a set of consumers who are basically health conscious and seek quality natural products to safeguard their health concerns. The target market of Marhaba Ispaghol husk can be characterized as below: Families (members from an age of 15 onwards) of urban population Belong to the A, B+ & B of socio-economic class Educated Concerned about their health and preferring quality natural products

Market Segmentation
Market segmentation will help HOWZF to identify large market segmentation by converting it into smaller segments that can be reached more efficiently and effectively with products & services that match the needs of our customers.

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We would be focusing on following variables for market segmentation:

Geographic Segmentation
Dividing a market into different geographical units such as nations, states, regions, countries, cities or neighborhoods is known as market segmentation. HOWFZ would be focusing on geographic segmentation as we are introducing the product only in the parameters of Lahore for the first year.

Demographic segmentation
Demographic segmentation would be helpful for HOWFZ in dividing the market based on variables such as age, gender, family size, Family income, occupation, Education, religion, race, generation, and nationality.

Psychographic Segmentation
On the bass of psychographic Chill Bill is segmented among the social class as follow: Social Class Upper Class Middle Class Lower Class

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Competitive Analysis Grid

Competitive analysis grid is a tool for organizing the information a firm collects about its competitor.

Name Product Features

Chill Bill We are offering readily available Flavored essence mixed with Psyllium Husk and cool seed, which is one of its own kinds. Chill Bill Stay Green

Marhaba Market Leader Superior quality of the product which has a value to the customers Marhaba Ispaghol Do Chamach Rozana Sehat Ka Khazana Whole sellers & Retailers High Yes Medium Advertising& Promotional campaigns

Hashmi Market Follower leaving behind big names like Qarshi.

Serne At 3rd Number in the market and gradually increasing its share in the market.

Brand Name Recognition

Hashmi Ispaghol Daily lo fit raho Whole sellers & Retailers High Yes Medium Advertising & Promotional campaigns

Serne Purity hi Quality hai

Access to distribution Channels Quality of Products Ease of use Price Marketing Support

Whole sellers & Retailers High Yes Low Advertising & Promotional campaigns

Whole sellers & Retailers Medium Yes Medium Advertising & Promotional campaigns

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Revised BCG Matrix Maintain & Support Divest

Chill Bill is at the Question mark box, as its a new business but as we all know that trend of fitness and organic foods are at the rise among all segments of life, therefore there are likely chances of success. Aforementioned being an innovative product Chill Bill is likely to earn the big Market share, however time is going to tell its future location Quadrant.

Pricing Strategy
In the current era companies are playing with the price. Price is the only factor which can generate revenue. So this is very necessary to make effective pricing strategies to compete in the market in long run. The HOWFZ will introduce its product CHILL BILL to market with a bit high pricing because we are launching a totally new and innovative product which is likely to be appreciated by the consumers. Subsequently we will be reducing the price when costumers will become brand loyal and we will achieve economies of scale with an increase in production. List price 250ML 500ML 1.5ML 25/45/120/-

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Discount Discount is not available for customer. Allowances Different allowances will be given to the retailers. Like different schemes. Payment Period Our payment period is maximum 15 days for our wholesalers. Otherwise we be take back our product from those people.

Channels of Distribution
In our business model it is mentioned that we will sell or product through whole sellers, retailers and even directly to consumers provided they ask for least minimum quantity set by our company.

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Coverage In first year we will cover all the area of Lahore. Location Our outlet will be in every famous place of Lahore. Inventory Our sale manager are sale team will be check the inventory at the stores and keep the check and balance. Transportation We will be use the different vehicles to deliver our product like pcup, shazoor, trucks.

PROMOTIONAL
Promotion strategy is the heart of our marketing plan. It helps us to communicate to our target market to obtain our sales projections.

Promotional Strategy and advertising

HOWFZ will follow PULL Strategy by running a heavy promotional campaign to give our target market a happy learning in a different ways. Once people get well aware of the importance of our product specification, they will demand the product themselves, which makes our company to enhance the sales of the product.

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Our promotions and advertisement instruments include:

Billboards Business cards Bus boards/shelters Newspapers Internet - Banner advertising Magazines Personal selling Radio Signs board Television (cable TV) Campaigns in school, colleges and universities Personal selling We will hire the staff and run the compain door to door and give the awareness to the customer from our product. Public relation We will make the direct relation from public. And ask the question about our product.

Forecasting
Part of CHILL BILL BRAND Our survey covers Market sizes Value and volume sales in Retail and Manufacturer prices Data on distributor/wholesaler and retailer mark-ups Retail distribution breakdowns by product category Company and brand value shares Forecasts to 2014

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26% domestic share, 30 core brands + own label 130 new each year 200 staff, 80m turnover, over 60m profit Market highly established with it 11.3 million barrels, underlying growth 4% per annum 70% of volume from 3 brewers(producer) 53,000 outlets, but 4 store groups (1700 stores) = 30% Take Home 31% ,market69%

Criticality of Forecasts Sales & Operations Planning - total beer business - 2 yr. All aspects of planning - sales, marketing, finance, supply... Pricing and promotional activity - 60% sold on promotion Impacts on service, stock, waste, efficiency, profit On-trade stable, off-trade highly volatile Wholesale, specialists, convenience... Price and promotional offers, In-store display and feature, events, weather, competitors.. Promiscuous(loose), elastic market Highly seasonal

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OPERATIONAL PLAN

Method of production and service delivery

Our method of production is that we will be getting raw material from suppliers, prepare/pack the drink in our Factory, and then we will be further sending it to wholesalers and retailers till it reaches the consumers.

Steps in Selling Process

Prospecting and qualifing Pre Approach Approach Presentation and Demonstration Handling Objections Closing Follow-Up

Following are some of the steps ARSH would be following to sell its products to prospective customers.

Prospecting & Qualifying

The first step in the selling process that HOWFZ would be following is prospecting which would be that we will be identifying the qualified potential customers who will be buying & using our products. Our salespeople will be asking prospecting customers for referrals & cultivate other referral sources. There is also a great need to know how to qualify leads that would be done for identifying the good ones & screen out the poor ones.

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Reproach
As we know the best seller is one who has done homework on its patrons. This is what pre approach strategy and we would be giving training to our sales persons in way that when they meet their customers they know what they want.

Approach
During the approach step, HOWFZ would be focusing on giving the sales person the training of how to meet and greet the buyer and get a good relationship start which would include: Appearance of the salesperson Opening ones Remarks

Presentation and demonstration

This step would be consisting of the way our salesperson tells the product story to the buyer, highlighting the benefits it would be providing to its customer The HOWFZ would be focusing on to create value for its products would be Good listening Empathy Honesty Dependability Thoroughness Follow through

HANDLING OBJECTIONS
This would include about handling all the misconceptions that buyer have regarding that products, accordingly HOWFZ would be arranging proper training program to give knowledge to its employees about the products to handle any queries regarding it.

Closing
Closing is somewhat very important part of selling and HOWFZ knows that, for this those candidates would be preferred who are confident enough to click the sale and get the order from prospective customer.

Follow up
HOWFZ in last step will follow up and get after sales feed back in order to ensure customer satisfaction and achieve core customer value.

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Quality Control
The aim of HOWFZ is to follow the product concept which shows that the HOWFZ is very particular and do not compromise on quality of its product. We have the different level on checking the quality. Our aim is to provide the best quality to our customer. In terms of quality control the Company is relying on the following approach:

Quality Level
Ability of the product to perform its functions is performance quality. HOWFZ focuses on quality levels as it supports its position in the market e.g. HOWFZ will be offering various types of flavors in its drinks to cater all levels of consumer market.

Quality Consistency
HOWFZ relies on quality consistency as this product is free from defects and is consistent in delivering a targeted level of performance.

Technology Utilization Manufacturing Process:

The HOWFZ are committed to manufacture our products with utmost care and with quality at top priority which makes it the world leader in soft drink industry. Following is an over view of the stringent processes adopted in manufacturing before our quality product reaches finally to our proud consumers.

Water Treatment:
The company at HOWFZ Varanasi follows a batch treatment process for water treatment which includes coagulation & flocculation. The method ensures disinfection and setting of all macro impurities and thereafter it is passed to sand, carbon filters to remove off odor, off color, off taste & thus it is strictly bought in line with the WHO requirements. We are also using state of the art micron filtration process where the water is filtered up to the extent of 1 micron before it is fed to the process. This extensive treatment of water under strict monitoring & sampling for quality leads to pure hygienic water with the highest quality meeting the Chill Bill standards.

Syrup Preparation:
HOWFZ uses the highest quality of sugar which is controlled & ensured by its stringent prepaid standards, which serves as the strict criteria before

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acceptance of a lot. To ensure high quality of syrup, it is subjected to hot treatment wherein it is given a contact time with hyflo and carbon at elevated temperatures. It is then passes through a filter press which removes the carbon particles and other impurities before it declared fit for Concentrate mixing. In the ready syrup tank the predefined quantity of Concentrate is mixed to the simple syrup in very strict hygienic conditions to yield final syrup.

Container Washing:
Container washing has been identified as one of the major critical control point in the entire manufacturing process & thats the reason that company has laid some of the very stringent & foolproof systems which ensures Chill Bill product to be of the highest quality & reflects our commitment towards delivering the best in class product to the consumers. The bottles received from the market are loaded on the conveyor by the uncasing machine and the arrays of unwashed bottles passes through the four pre wash inspection, stations which ensures removal of rusty neck bottle excessively dirty bottles, bottles carrying foreign matter, foreign bottles. And thus the good bottles posses into the bottle washing machine which uses intensive mechanical & chemical processes to clean and disinfect the bottles thoroughly and ensure that the bottles to be ready for filling. However as an additional safety, there is again a post wash inspection station comprising of 4 sub stations, which ensures removal of the chip necked bottles & suspected bottles from the lot. Thus the bottles are subjected to series of stringent inspections before it is fed to the filler for filling. Specifications. It is carried out by an Italian Machine MOJONNIER.

Filling & Crowning:

The chilled carbonated beverage fed by the MOJONNIER is filled into the bottles through a rotary machine named FILLER. The bottles are immediately crowned by crowner (adjacent to the filler ) and thereafter the bottles passes through the Date Coding machine which enable the consumer to be 100 percent sure of consuming a perfectly safe & fresh product.

Final Inspection:
After date coding, there is once again a final inspection station where light inspectors remove all low or high filled bottles and permit only the saleable product to pass through for casing to the caser machine.

Managing the waste water:

Production lines generate waste water from bottle washers, Syrup & Filler rooms. Entire waste water generated is treated at Waste Water Treatment Plant and discharged through an 800 meters long pipeline specially laid to discharge treated waste water away from inhabited areas. Part of this water is being used for gardening purposes within the plant premises.

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CUSTOMER SUPPORT
Customer Support Strategies
HOWFZ would be following these simple rules that would surely support are product to be a big success

Make monitoring Integral to training

HOWFZ will provide training to its employees and monitor them that how are they performing. More training will result in more confidence which ultimately will result in fulfillment of costumers needs and demands.

Making product delivery uniform across all distribution areas

HOWFZ will be focusing on providing its customers same delivery services at every nook and corner of the city.

Explaining real business needs to partners

It becomes immediately clear that a lack of communication between many organizations & their partners has forced heavily into climate disenchantment. So HOWFZ has planned to keep its all partners up to date for a successful business.

Giving customer priority as no 1

Our mission statement is to give value to customer and in return get their loyalty. So HOWFZ will never try losing focus on its customers and try to make thing better and maintain its standards.

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Customer Support Obligations

For HOWFZ Customer are the reason of our business it is our aim to ensure that the customers enjoy the highest level of satisfaction from use of our reliable product. To fulfill this obligation towards its customers HOWFZ will provide easy access to its customers to get the most reliable, quality and assured product in town. HOWFZ will receive feedback from its customers relating to its product and we will try its best to maintain the quality of the product. We will also be making surveys time to time through questionnaires to improve our product these will promote the strategies that will help strengthen customer relationship and build customer loyalty.

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QUESTIONNAIRE
Name ________________________ Phone ________________________ Address_______________________________________________ _______________________________________________

1) Gender Male Female 2) What age groups do you belong too? 13-18 18-25 Above 25 3) Is todays youth conscious about their Health? Yes No Depends 4) How frequently do you take soft or energy drinks? Excessive Often Moderate Less Not at all 5) Which flavors you like the most? Mint Orange Mango Lemon 6) How frequent would you like to have carbonated drinks? Often Moderate Less Not at all 7) What do you mostly take for gastric problem? Medicine Lime water Ispaghol Hajmola Soda water 8) What do you prefer in a drink? Price Brand Quality Nutrition facts
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9) What do you think now a day is lacking in soft drinks? Taste Quality Hygiene Affordable prices Nothing 10) If we fulfill your desired needs under your disposable income in a drink will you buy it? Definitely Probably Might be 11) If we launch our innovative health drink which includes husk and cool seeds simultaneously would you buy it? Definitely May be May not be Not at all 12) Does price really matters in taking drinks? 50 % 60 % 75 % 85 % 13) According to you, which place is more convenient to you for buying this drinks?

14) I understand the features of drinks well enough to evaluate the brands. Strongly agree Agree Neutral Disagree Strongly disagree 15) I have a preference for one or more brands in the soft drinks class. Strongly agree Agree Neutral Disagree Strongly disagree 16) Soft drinks are a product which I dont take at all. Strongly agree Agree Neutral Disagree Strongly disagree

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17) I usually purchase the same brand within the soft drink class. Strongly agree Agree Neutral Disagree Strongly disagree 18) If I received information that was contrary to my preferred soft drink, I would still keep my preferred brand. Strongly agree Agree Neutral Disagree Strongly disagree 19) If my preferred brand of soft drink is not available at the store, it makes little difference to me if I must choose another brand. Strongly agree Agree Neutral Disagree Strongly disagree 19) My preferred brand of soft drink helps me attain the type of life I strive for. Agree Strongly agree Neutral Disagree Strongly disagree

20) This soft drink helps me express the I and within myself. Strongly agree Agree Neutral Disagree Strongly disagree

21) I definitely have a wanting for soft drinks. Strongly agree Agree Neutral Disagree Strongly disagree

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22) Most of the brands of soft drink are all alike. Strongly agree Agree Neutral Disagree Strongly disagree

23) What do you think we can do best than our competitors?

24) Your Suggestions

We conducted a survey using the most appropriate tool i.e. the questionnaires in which we asked customers if concept of customization introduced in the market, would they like to but that innovative product or not. For this purpose we used a sample size of 100 and response we got is shown bellow graphically.

Feedback
Willing May be Not Willing

Not Willing, 18% May be,10% Willing, 72%

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