Assignment: Project Khush Aab

• Submitted To:

• Sir Abdullah Irshad Sipra

• Submitted By:

• Group Name : High Fliers

Group Members

• Maryan Ilyas Roll #03

• Zara Ahmad Roll #06

• Noshaba Aslam Roll #10

• Sana Batool(Group Leader) Roll #11

• Rabia Ranjha Roll #17

• Sheharyar Khan Roll #25

• Danyal saleem Roll #27

• Shahzad sarwar Roll #46

Outline:• Introduction

• History

• Market analysis

• Market share of diff.brands

• Promotion strategies

• Selling modes

• Innovations

• Swot analysis

Introduction:

History:• Idea was given by Dr.Saeed in 2006

• In 2010, separate building was allotted which was taken over by Mr.Ather.

• Rs 30 million funds have been alloted for this project.

• In December 2010, Khush Aab was launched after the permission by V.C .

• It is registered

Plant Visit:

• We visited plant on 3/12/2012

• Situated in UOS• Pharmaceutical industry in 2008• Reverse osmosis for purification• Current production is 600liter per hour• New site of plant• Production will be 5000 to 10000 liter

per hour.

Market research:

For analyzing market, we got sample from university and went to the market and visited different shops.

• Rafique shoping center near stadium road

• Decent sweet bakers in Rehman plaza

• Aqab tuk shop in Rehman plaza

• Rehman marriage hall in Rehman plaza

• Shangrila near university road:

• Fri chicks near university road

• Cash and Carry

Personal analysis

• Huge market of khush aab outside the university area is existed

• Small shop owners are willing to take its supply

• Renowned hotels and shops owners are not willing to take it, they only take the supply of famous brands.

• We can promote and sell Khush aab at district and provisional level.

• Crystal water can give tough competition.

19.4%

18%

12%

51%

Market Share Of Different Brands In Sargodha

NestlekinleyAquafinaOther brands

• Other brands are,sufi,Blu,Qarshi,white,crystal,kisan, Sparkle etc.

SHEHARYAR KHAN

1.Business events:• Chen one plaza • Al rehman plaza• Model mart

2.Door to door sampling :• Direct feedback• Analyze market situation• Human resources are needed

3.Through conducting seminars :• Promotion campaigns in schools and

colleges

Promotional strategies:

• Direct and effective contact with customers • Save the profit which they have to pay the

different Intermediaries. • They can also distribute their product to

different retail shops of the city.

5.Through banners and neon signs:• Display on the busiest roads where everyday

thousands people come across it.• Disadvantage is that there would be no direct

contact with general public.

4.Through opening their own outlets in Sargodha:

6.Promotion through electronic media:

• Radio • Through cable network • Facebook• Floating formal messages

7.Wrap advertising

Personal analysis

• For promotion huge investment is needed which give benefit in long run.

• It would take 10 or more years to compete with other well-known brands.

• To penetrate in market a lot of efforts like increase in productions and consistent promotion schemes are required.

• Major obstacle in its promotion is that plant is on govt. land so they have to face restriction to commercialize it.

Selling modes:

Direct selling mode

• Goods sold directly to customers rather than through intermediaries.

• The main advantage is that there is no need to share profit margin.

• Producer has complete control over sales process.

• Suitable for those products which have already occupied a distinct place in market.

Indirect selling mode• Goods are distributed through intermediaries

like wholesalers ,retailers etc.• This mode is best for new products as

market intermediaries know best about the market.

• Market intermediaries anticipate the market well and know the place of new product where it is needed.

• After getting much market, direct selling mode can be adopted.

Suitable selling option for Khush aab• As Khush aab in new so first they have to

make contract with market intermediaries.• Market intermediaries will guide them that

where demand for Khush aab water can be created.

• They can establish their own outlet for distribution of Khush aab.

• After making a distinct place in the market they can adopt direct selling mode to save cost.

• Khush aab water should introduce innovations.

• It may change the colour of its packing which is blue and have no differentiation with the other brands.

• It can use the green colour of packing for global warming effects.

• Green colour will also show the social welfare and environmental friend product.

• This will distinct Khush aab water from others.

Innovations

Swot Analysis:

Strengths• Project is supported by government• Its price is cheap as compared to its

competitors• This brand was certified best in

Karachi when its quality was challenged by Nestle.

• Local brand and people will support it on the behalf of UOS.

Weaknesses

• Work is manual ,mechanical system should be introduced.

• It has not taken any primitive measures.

• No innovations

• Low productivity

• Running plant on govt. land so cannot commercialize it on large scale.

• International brands have already captured the market.

Opportunities• They can launch it with the help of

students.

• High authorities can also urge other universities to use it.

• They can introduce their brand in schools and colleges.

• Students can be motivated to use the product of their own city.

• Low price but a better quality product so easily captured consumer’s mind.

Threats

• New brand and will take time to place itself in market.

• Major brands have already captured the mind of people especially international brands.

• Has to face tough competition especially from local brands like crystal water.

• People are more brand conscious.

Personal analysis

• Major strength is low price so it should ensure continuous supply.

• Should mechanized its working and increase its productivity.

• Should use massive promotion strategies to make a distinct place.

• Local brands are in tough competition with it.

• It can win the trust of people as it is govt. venture.

Synopsis:

• Plant visit

• Market survey

• Competitors

• PCRWR

• Innovation

• Slogans