Brief description of our business:

We are going to manufacture soya milk for the first time in Pakistan. Soya milk is high in
protein, iron rich milky liquid produced from pressing ground, cooked soya beans. Creamy white
soya milk look-like cows milk but in fact it is differs from one another in a number of ways. Not
only it is higher in protein and iron but it is cholesterol free, low fat and low sodium. It is
however enrich with calcium and when given to growing childrens. Those who are allergic to
cow milk or are unable to digest lactose, the natural sugar found in cows milk, find soya milk
ways to digest because it is lactose free.

Soya pure products:

Soya pure offers three products at the initial level of business we are going to produced soya
milk and later on after the success of soya milk we produced soya powdered milk and soya
cheese.

Business initial products

Soya Milk

Business extended products (Optional)

Soya Powder Milk
Soya Cheese

1 SOYA MILK
At the initial level of our business we are going to produced soya milk soya milk is produce from
soya bean seeds & from soya milk we produce future our two more other products.

2 POWDER MILK
After the production of soya milk through some specialized machines we will transform soya
milk in to the powder form through this process it is preserved for very long time.

3 Cheese
From soya milk we will further transform the milk into cheese.

Vision:
To be Pakistan premier soya Product Company offering nutritious and superior quality health
drink to its customers.

Mission:
To deliver our customers the worlds highest quality and best tasting healthy soy-based food and
beverage products. Soya Pure is committed to provide high quality products and improving life
quality of people with easy reach to everyone. Develop, produce and market a range of nutritious
food for all age groups. Soya Pure is also committed to play its part in the betterment of society.

Core Values:
Our core values drive our business. They shape our culture and define the character of our
company. They guide how we behave and make decisions.

The core values of SOYA PURE are:

Customer Satisfaction
Premium Quality
Integrity
Respect for All
Passion

Business Goals:

Our business goal is the production of soya bean related products in Pakistan.
To provide 100% pure and healthy milk to our customers.

Relevant certifications and legal licenses:

There are some laws by the Punjab Food Authority Act 2011 which need to be followed in order
to run a milk company:

Licensing
PFA requires every food handling company to be registered in order to manufacture, prepare,
process or sell any food article. Companies which fail to do so may be penalized or fine.
(Punjab Food Authority Act, 2011)

Labeling
PFA requires the labeling to be done under the standards of Codex Alimentarius, according to
which the label of a food package should contain the following items:

Name of the food

List of ingredients
Nutritional value
Date up to which the product may be used
Storage instructions
Information of use

(Punjab Food Authority Act, 2011)

Major Competitors in Milk Industry:

Haleeb

Olpers
Milk Pak
Tarang
EreryDay
Nido

Market Share of different companies:

Company Name

Market Share

Nestle Milk

31%

Pack
Olper

22%

Haleeb

23%

Tarang

9%

Others

15%

Rivalry among Existing Firms:

Rivalry refers to the degree to which firms respond to competitive moves of the other firms in
the industry.

Number of firms
There is more than 25 dairy processing plant producing UHT milk, butter, cream and lassi. Engro
is the market leader with market share of around 44% of the UHT treated milk segment. The
rivalry among the competing firms is moderate because the product offering is same. Very less
product differentiation is present in the industry. But if we look in to our product there are
currently no one in the market who is manufacturing Soya Milk or importing them from abroad
market therefore right now there is no particular competition or threat of any rival in the market

we are working in thats why their no competition regarding anything like pricing, new
innovation. If someone wants to import soya milk first of all it will cost too much secondly they
cannot be preserved for long time.

Marketing Objectives:
Marketing objectives of Soya Pure is to promote the business as a well known brand in the mind
of our customers other objectives are as below:

To gain the 100% customers loyalty by providing the high quality product.
Aware the people of our target market and develop the customers interest for using
our product and create trust for our organization.

Marketing strategy
Segmentation, Targeting and positioning:

Segmentation:
It is difficult for any company to engage in mass production, mass distribution and mass
promotion for its product. The complexities arise from the rise of advertising and distribution
channels and the high costs associated with reaching a mass audience. Therefore, companies
segment the market so that they can target the group of customers who share similar needs and
wants. The Soya Milk market is new for us no one produce soya milk in market so we decide to
segment the market.

Demographic Segmentation:
In demographic segmentation, the market is divided into groups on the basis of variables such as
age, gender, income, occupation etc; these demographic variables are so popular with marketers
so that they are often associated with the consumers needs and wants. Segmentation variables
are easily measurable. Here are the demographic variables have been used to segment markets.
Soya pure categorizes its target on the following criteria.
Soya pure is not bounded to any particular age, gender or life cycle stage. In demographics, age
limit not specific therefore, for our product the family of any size whether they are single,
married or children doesnt matter mostly people earning 30,000 or above monthly will buy Soya
milk. We are targeting Middle, upper middle class and high class and low income group who are
unable to afford milk on 80 per litter but our prime focus on the people who will use it for the
low fat & healthy conscious purpose.

Age:
20 to 40 years we mostly target young urban, working professional that have limited time and a
desire to lead a healthy lifestyle.

Gender:
Soya pure (SOYA Milk) is a gender neutral drink positioned for anyone who wishes to be healthy
life style.

Income:
Mostly people earning 30,000 or above monthly will buy Soya milk. We are targeting Middle,
upper middle class and high class and low income group who are unable to afford milk on 80 per
litter but our prime focus on the people who will use it for the low fat & healthy conscious
purpose.

Occupation:
Students, working professionals, sports enthusiasts, athletes and health conscious.

Geographical Segmentation:
Geographic segmentation is done using the location to segment the market. In geographic
segmentation there are different schemes for the different geographical units such as states,
regions, cities. Markets are mainly divided into the rural and urban areas. Geographical
segmentation tries to divide market into different geographical units; these units include city,
population density and town size. Initially Soya Pure is focusing on city named Lahore having
population of less than 7.566 million (source: federal bureau of statistics). Moreover, Later on
Soya Pure will be focusing on surrounding cities of Lahore.
The Geographical variables have been used to segment markets in following ways:

Area: Soya Pure limits itself to urban Pakistan as this is the major consumer base.

City: Metro politician city (LAHORE)

Region: Distribution is constant across urban areas (PUNJAB)

Psychographic / lifestyle Segmentation:

On the basis of psychographics, factors such as personality traits, life style and values, and social
class. Initially Soya pure are targeting Middle, upper middle class and high class and low
income group who are unable to afford milk on 80 per litter but our prime focus on the people
who will use it for the low fat & healthy conscious purpose.

 Psychographic Segmentation:
Psychographic segmentation buyers are divided on following ways:

Lifestyle: Business class, working class executives, students, sports enthusiasts, athletes,
health conscious

Personality: Hardworking, health conscious.

Occasions: Any

User status: regular user

Behavioral segmentation:
Behavioral segmentation is based on actual customer behavior toward product. Our product have
been segmented on the basis of benefits that consumer seek in the soya milk.
Some behavioral variables include.

Benefits sought: Good health

Usage rate: once or twice a day
Brand loyalty: strong if well satisfied

Attitude toward product: Positive, enthusiastic, grateful

Segment market:
Age

Income

Occupation

Gender

Personality

25 to 35

39,999 to 49,999

Businessman

Male

Hardworking

35 to 45

49,999 or above

Sports person

Female

Health conscious

Less than 25

29,999 or less

Athletes

Above 45

29,999 to 39,999

Students

Lazy

Health conscious

Target Market:
Identifying the target market is an essential step in the development of a marketing plan. A target
market can be separated from the market as a whole by geography, buying power and
demographics, as well as by psychographics. (Investopedia, 2013)
We target all those people who have an interest in low fat healthy milk. It includes mainly
businessmen and professionals, sports enthusiasts, athletes and health enthusiasts people who
having the age of age less the 20-40 years but we welcome all. As we welcome the people of all
age group and profession. We cater mainly the upper middle class and High-class making it
convenient for them to buy the Soya Milk.

Our target market

Segment 1
Geographic segmentation:
Soya Pure located in Lahore and it sells its products according to geographic needs of the
customer. It has its segmentation in one of the province of Pakistan that is Punjab.
Country
Province
City
Density

Pakistan
Punjab
Lahore
Urban

Demographics:
Soya Pure divides the market on the basis of demographic Variables as:

Age
Gender
Occupation

25-30
Male, Female
Students, sports enthusiasts, athletes and health

Income

conscious
39,999- 49,999

Psychographic variables:
Soya Pure divides the market on the basis of Psychographic Variables as:
Life style

Personality
Social class

Achievers (want to excel in their

careers)
Experiencers ( take chances and try to

experience different things)

Emotional decision Makers
Style conscious
Hardworking, health conscious
Upper middle, lower Upper, upper

Behavioral:
Soya Pure divides the market on the basis of behavioral Variables as:
Occasions
Benefits sought
Usage rate
Brand loyalty
Attitude toward product

Occasions
Good health
once or twice a day
Strong if well satisfied
Positive, enthusiastic, grateful

Segment 2:
Demographics:
Soya Pure divides the market on the basis of demographic Variables as:

Age
Gender
Occupation

30-35
Male, Female
Working professionals, health conscious sports

Income

enthusiasts.
49,999 or above

Psychographic variables:
Soya Pure divides the market on the basis of Psychographic Variables as:
Life style

Busy schedule because they have to

manage both job and household

Personality
Social class

responsibilities.
Health conscious
Hardworking, health conscious
Upper middle, lower Uppers, upper

Behavioral:
Soya Pure divides the market on the basis of behavioral Variables as:
Occasions
Benefits sought
Usage rate
Brand loyalty
Attitude toward product

Occasions
Good health
once or twice a day
Strong if well satisfied
Positive, enthusiastic, grateful

We have targeted only one city in Punjab. City named Lahore, we are going to target different
areas in Lahore all are urban areas (DHA, Johor Town, Model town & some other urban
areas). Lahore city is a home of more than 7.5 million people (source: federal bureau of
statistics) and there are 5200 of households in DHA (source: Lahore cantonment board)

and

there are 9500 households on 13000 plots in wapda town & Johor town Lahore (source: Lahore
development authority). We believe that wapda town & johor town are developing at medium
rate, and DHA is developing at very high rate, but it has also high potential of milk in near
future. Our main emphases are on DHA. The following picture is showing the consumption
pattern and the house hold in the target market.

Current

Current

Location

consumption

No. of house

DHA

20800 litters

holds
5200

Wapda & Johor

38000 litters

9500

town
Total

58800

14700

Assumptions made on 4 litter flat consumption on daily basis. (Source: LCB, LDA, & WECHS)
We will tap a significant market share in these areas, but we found that milk selling price
including milks shop & packed milk is between 85 to 100 per litters. All houses have range with
different demographics such as house size & family size. We personally visit distribute of nestle,
Ashraf distributer the leading distributors of nestle & Olpers in Lahore he is supplying 70,000
litter milk in these areas.

Positioning:
Take a sip forward to a healthy future
A marketing strategy that aims to make a brand occupy a distinct position, relative to competing
brands, in the mind of the customer. Once a brand is positioned, it is very difficult to reposition it
without destroying its credibility also called product positioning.
It is the point in which company create the brand image in the mind of the customers. We will try
to build the strong image in front of the people as the brand for everyone, a brand that keeps in
mind, the priorities and needs of the people while designing anything for them, a brand that
creates easiness for them in buying SOYA PURE. We plan to positioned soya pure in consumer

mind and have decided to create its own unique image and then strengthen the position in the
customers minds.
We have done this by taking a number of following steps:

Packaging of soya pure will be in Tetra pack and attractive packing and it create quite

different and unique image from tradition milk.

Our brand will be positioned as all purpose milk that is meant for everyone, especially for

those who are health conscious people.

Initially we would be promotion our brand through social media like facebook & twitter;

Point of difference:
Our point of difference is that we provide lactose free, cholesterol-free, low fat and low sodium
milk and a good substitute for cow milk.

Point of parity and point of difference

Point of parity
Milk
Available in market

Point of difference
Lactose free
Cholesterol free
Low fat
Low sodium
Rich with omega-3
High protein