iii

Group Members

Names Registration No

Afera Fayyaz MB073073

Izaan Samad BB063084

Mohd. Zaheer MB073107

Uzma Ahmad BB063024

SUBMITTED TO: SIR ARIF VASEER

SEC NO: 2
 iv

DEDICATION

Special thanks and dedications to our beloved parents who motivated and supported us in
this research project and remained a source of inspiration for us and prayed for our
success all along.
 v

ACKNOWLEGMENT

Deepest thanks and gratitude to Almighty ALLAH, the most merciful, the most
beneficent and source of all knowledge and wisdom Who enable and strengthen us to
complete this project report.
We extend my deepest gratitude and profound regards to Sir Vaseer who remain a source
of inspiration for us through his guidance and teaching.
Esteemed appreciation and recognition to our friends, colleagues and family for their
support and encouragement throughout this endeavor
 vi

TABLE OF CONTENT

EXCETIVE SUMMARY....................................................................................................1
Mama’s ice-cream................................................................................................................2
Brief Introduction of MaMa’s Ice-cream:........................................................................2
EXISTING MARKET SITUATION ANALYSIS..............................................................3
The Changing World Eras...............................................................................................3
Agricultural Age (farmers)..........................................................................................3
Industrial Age (factory workers)..................................................................................3
Information Age (knowledge workers)........................................................................3
Creative Age (creators, empathizers & story tellers)...................................................3
Competitors of Mama’s Ice-cream:.....................................................................................5
Walls................................................................................................................................5
Yummy............................................................................................................................5
Hico..................................................................................................................................5
Key facts about Wall’s:........................................................................................................5
Product range of Wall’s:......................................................................................................5
CUSTOMER ANALYSIS...................................................................................................6
Target Market of Mama’s:...................................................................................................7
PRODUCT SPECIFICATION...........................................................................................9
SWOT ANALYSIS...........................................................................................................14
Strengths........................................................................................................................15
Weakness.......................................................................................................................15
Opportunities..................................................................................................................15
Threats............................................................................................................................15
MARKETING OBJECTIVES...........................................................................................16
REVIEW OF PAST MARKETING STRATEGIES.........................................................16
MARKETING PROGRAM...............................................................................................17
EXPECTED BUDGET......................................................................................................18
TRADING AND PROFIT AND LOSS ACCOUNT........................................................18
BALANCE SHEET...........................................................................................................19

SALES FORECAST..........................................................................................................20
IMPLEMENTATION AND CONTROL..........................................................................20
CONTIGENCY PLAN......................................................................................................20
CONCLUSION..................................................................................................................21
Marketing Plan 1

EXCETIVE SUMMARY

This is a marketing plan for Mama’s ice-cream new product launch; specifically include
product innovative feature explanation, market and customer analysis and marketing
strategies, along with its expected revenues and cost. There is an overview of sales
forecast at the end and contingency plan if Mama is unable to launch its product and if
settled marks are not achieved.

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Marketing Plan 2

Mama’s ice-cream

Brief Introduction of MaMa’s Ice-cream:

Mama’s ice-cream is a local Pakistan brand, established around at the end of 1990’s. The
production unit was initially limited to small scale, mainly natural product were used to
prepare homemade ice-cream. The idea was appreciated and initiative was taken to
introduce product in the market.
Now the Mama’s ice-cream is a well known brand and available in major cities such as
Lahore and Islamabad.
After launching so many successful products in the market, Mama has decided to
introduce a new segment, an ice-cream product with an additive feature of Prebio 1 for
kids, a natural occurring chemical which provide more strength and resistance to our
stomach against germs and unhygienic factors. elements
Therefore, to make our product a successful segment of market Mama needs an effective
and feasible market plan. The main purpose before this launch is to provide our customer
with more variety and segments especially for kids who not only enjoy our product but
could attain maximum health benefit from it.

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Marketing Plan 3

EXISTING MARKET SITUATION ANALYSIS

A market is a group of consumers sharing certain demographic or geographic
characteristics to which products are offered or sold. Therefore variety of methods and
channels are used to promote and sell a product or service.
As we are moving into a new age where old rules no longer apply. There is no better time
to define one’s business position to capture the new opportunities that will arise. Experts
agree that we are moving out of the Age of Information and into a new Age of Creativity
based upon human capabilities that cannot be created by computers.

The Changing World Eras

The world and its dynamics are continuously changing with advent of new technology
and globalization. The changing world has evolved over few eras. These are:

Agricultural Age (farmers)

Industrial Age (factory workers)

Information Age (knowledge workers)

Creative Age (creators, empathizers & story tellers)

We are in the twilight of a society based on data. As information and intelligence

becomes the domain of computers, society will place new value on the one human ability
that can’t be automated: emotion. Imagination, myth, ritual the language of emotion will
affect everything from our purchasing decisions to how well we work with others. These
will have an impact on our business, community and our market.

1. Moving into the Creative Age

Design; experience; feelings; word-of-mouth (now word-of web) and story-telling is
king.

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Marketing Plan 4

2. Demographic Swing
The features of demographic are changing and offer more growth opportunities.

As a result we have decided to work on these areas mainly along with product.
• Sell offer Wellness and Caring
• Sell offer Companionship, Love and Collective / Inclusion
• Sell offer Peace of Mind and Safety
• Sell offer Unique for Unique People
• Sell offer “Designed Just for You”
• Larger than any other demographic
• Will have unique & changing needs as they age
• Trying new experiences

These trends are not fads and they are not going away. Even if some minor changes are
made to our business model to adjust to these future trends we will likely to increase our
chance of success. As a smart business owner, we can make-use of this information to
craft a position, marketing program or to develop new products and services that are
highly likely to succeed.

Main reason behind adding a new feature to our existing product i.e. ice-cream and
customize it for kids is that our customers already experience the taste, quality and
flavors we offer. So the product will more easily be accepted and become more profitable
segment.
We have analyzed the potential in the market through survey. We have come to now how
much customer prefers to buy our product, why and at how frequently they buy it.
Now-a-days customers are very quality conscious they do not just shop for product but
want something in exchange, as they have developed high expectations for product for
which they are paying and have an intrinsic desire that the product caters to their
expectations and give maximum benefits and satisfaction.
The attractiveness of the product for the customer, according to us is the fact that we are
not charging them more for the new product. So they high which we feel that our
Mohammad Ali Jinnah University
Marketing Plan 5

customer will find in our product will be that we are not going to charge them high so
they will enjoy new feature at an attractive reasonable and affordable price with all its
additional benefits.

Competitors of Mama’s Ice-cream:

Major competitors of Mamas ice-cream in the market are,

Walls
Yummy
Hico

Walls
The Wall’s factory is located on Multan Road in Lahore and is fully equipped with a state
of the art innovation pilot plant. This makes Pakistan one of the few countries in the
region to have their own innovation pilot plant making it possible for Wall’s to launch
exciting new products every year.

Key facts about Wall’s:

Wall’s is the largest player in the Pakistan ice cream market and holds the lion’s share of
the market, through its effective promotion ,network and sales channels thought-out the
country All Wall’s products are halal and are made with halal ingredients in a halal
compliant manner. Wall’s carried out scientific research which shows that ice cream
actually makes you happy. The study was carried out using FMRI brain scanners, and
showed that eating Wall’s had an immediate effect on the part of the brain that is
activated when someone is really enjoying themselves the please areas.

Product range of Wall’s:

a. Paddle pop

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Marketing Plan 6

b. Wall’s moo
c. Cornetto
d. Magnum
e. Wall’s twister
f. Wall’s spin
g. Wall’s rocket
It has few flavors in form of family packs.

CUSTOMER ANALYSIS
Today, the success of every business depends on translating knowledge about customers
into the reality of the customer experience. If you can’t make it easy and satisfying for
people to do business with you, you’ll lose them to someone who does and quickly.
Making and maintaining customers happy may not be easy, but it is well worth the effort.
Delighted, loyal customers are created , one exceptional experience at a time.
Maintaining these customers also requires outstanding performance in several areas.
Since, we are not making an offer to all customer segments in the market. For this
purpose we have defined our target market and define them so it will be easy for us while
deciding and working on marketing strategies and setting down marketing programs.

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Marketing Plan 7

icecream brand

walls
yummy
hico
others

Target Market of Mama’s:

The target group for our product is average middle, upper middle and elite class.
Our market is defined as people belonging to this class are more aware and conscious
about health and quality. Furthermore, we conducted survey to check the locations where
our customers visit at different timings and placed After settling down this issue we have
worked on our customer where they usually go and at what time and after doing careful
studies we have place our product at major super stores of Islamabad as in super market
(shaheen ) blue area ( D. Watson ) and F-10 ( fair deal cosmetic store) . As these are the
main stores of the city from where our targeted customers frequently shop.
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Marketing Plan 8

Quality people preferably shop for quality product and choose in a way that could give
them highest quality, benefit, advantage and service. The reason why we say that people
choose Mama’s ice-cream is that because the product has already been placed on such
stores from they frequently shop, our customer also include a small percentage of
foreigners. Before launching the product in the market, heavy and intensive market
search has been done and after considering and gathering all the necessary information, it
was decided to put the product in respective stores because our first and main target is the
upper middle and elite class and they respond well to our offer. Therefore, it is expected
the stores will generate similar response from our customers as before or may even get
better response might increase if we again work over our marketing strategies and
programs.
Through survey we have evaluate our customer experience with Mama’s product,

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Marketing Plan 9

experience with mama icecream

20

15

y
c
n
e
u10
q
e
r
F

0
highly satisfied satisfied neutral unsatisfied highly
unsatisfied
experience with mama icecream

PRODUCT SPECIFICATION
We have specially designed a product for kids. A product that not only delivers superior
taste but also allows them to have maximum benefits from it. It strengthens their stomach
and enhances stomach capability to make best use of dairy and milk products which is
not possible without prebio-1.The formula for prebio-1 is 70% of raftilose (oligofructose)
and 30% ratline (insulin). The natural source of refitting and raftilose which are complex
form of carbohydrates, include wheat, onion, banana, garlic and chicory.

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Marketing Plan 10

Here is the brief review of our survey which we conducted in tabulated form.
After conducting our survey successfully, we came across the following figures and
conclusions

FREQUENCIES
Statistics

Mama ice-cream
N Valid 70
Missing 0

Mama ice-cream
Cumulative
Frequency Percent Valid Percent Percent
Valid yes 42 60.0 60.0 60.0
no 28 40.0 40.0 100.0
Total 70 100.0 100.0

The graph showing how many people would like to buy it,

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Marketing Plan 11

mama icecream

50

40

y
c30
n
e
u
q
e
r
F
20

10

0
yes no
mama icecream

FREQUENCIES
Statistics

Recommend Mama ice-cream

N Valid 42
Missing 28

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Marketing Plan 12

Recommend Mama ice-cream

Cumulative
Frequency Percent Valid Percent Percent
Valid yes 38 54.3 90.5 90.5
no 4 5.7 9.5 100.0
Total 42 60.0 100.0
Missing .00 28 40.0
Total 70 100.0

Graph showing how many customers recommend buying or trying Mama’s ice-cream

recommend mama icecream

40

30

y
c
n
e
u
q20
e
r
F

10

0
yes no
recommend mama icecream

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Marketing Plan 13

FREQUENCIES
Statistics

You buy health conscious ice-cream for kids

N Valid 42
Missing 28

You buy health conscious ice-cream for kids

Cumulative
Frequency Percent Valid Percent Percent
Valid yes 40 57.1 95.2 95.2
no 2 2.9 4.8 100.0
Total 42 60.0 100.0
Missing .00 28 40.0
Total 70 100.0

Graph showing how many customers would like to buy our new innovative product.

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Marketing Plan 14

you buy health conscious icecream for kids

40

30

y
c
n
e
u
q20
e
r
F

10

0
yes no
you buy health conscious icecream for kids

SWOT ANALYSIS
Following are the strengths, weakness, opportunities and threats faced by Mama’s ice-
cream

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Marketing Plan 15

Strengths
Mama’s ice-cream has the edge over its competitors that its products are free from any
artificially produced ingredients and chemical substances like preservatives, additives and
artificial flavors and are specifically prepare from natural products.

Weakness
The marketing program, promotion and sales channels of Mama’s is not as strong as it
should be like Wall’s which spend huge investment on its marketing, promotion and sales
. The main reason because of which our product has yet gained that much market share
as it should achieved by now. The main reason because of which Mama’s ice-cream has
yet to gain the market share it should have by now. The main source for our product
promotion is the word of mouth.

Opportunities
The main opportunities for our success rely on our new launch as this is the product of its
own kind and has not been launched by any of our competitors. And if we focus on
improvement of our marketing program it will come out to be a real achievement and
provide long-term profits.

Threats
The major threat which we have from our competitors is that they have already
established themselves well in the market as a result of heavy promotion, offering and
adding on new ice-cream flavors and segments. Now the main challenge is to gradually
increase our market share and attain more customers and retain them, as we are proud to
make a product which is free from chemicals but still Mama’s has a long way to go as to
create and make its customer more aware about the product and make them brand loyal.
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Marketing Plan 16

MARKETING OBJECTIVES

As Mama is reworking on its marketing strategies and as a result we have established the
following marketing objectives .These are explained one by one as follows,
→ Our prime objective is to increase our sales higher than previous year and for this
we have decided to introduce new segment in our existing product and attain
maximum profit out of it.
→ To attain and gradually increase our market share by focusing and reshaping our
marketing programs and strategies.
→ To attract more customers and retain our already existing customers by offering
something new , innovative and healthy and make them brand loyal.
→ Enhance our communication with our all customers by using backward and
forward approach and introduce integrated communication system by which we
stay updated about market trends, changes and its influxes.

REVIEW OF PAST MARKETING STRATEGIES

Mama’s ice-cream always focused on producing and selling high quality products and
providing its customer with richest taste and flavors .We had never compromised on our
quality but previously Mama’s market strategies were not so effective, the reason behind
all this was our inability to make an effective network. Our competitors have worked so
much on their promotion and sales channel that is why they have capture major part of
the market. Our focus had been and will be on our quality product which is 100% free of
any artificial ingredients and chemicals. Along with this we are designing and reshaping
our strategies to increase our sales to maximize our profit and capture a major part of
market. In past we had just placed our product in city main super stores and the only
source of our promotion was word of mouth. Therefore now we are placing our product
so maximum customer could approach it along with few promotional packages.

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Marketing Plan 17

MARKETING PROGRAM
After gathering necessary information from our customers using our products and
observing customer response, we have decided to prepare our market program for new
product on following lines and it covers aspects,
• Benefits from new offer
• Pricing tactics
• Sales and distribution channels
• Effective time for our product launch
Since we have prepared this market plan for our new product which is beneficial for both
the customers and marketers. From customer’s perspective our real customer would be
parents belonging to upper middle and elite class, as the people of this class are more
aware and health conscious, so they would develop inclination towards it which would
result in their willingness to purchase it and it would ultimately be a benefit for marketer
as it will result in profit maximization.
The pricing tactics will be similar to previous pricing of our product, it include factors
like the price which our rivals and competitors would charge as well as it will have the
element of customer willingness.
Mama’s sales channels are already established but since we have decided to redesign our
strategies to make it more effective. For this purpose we have to make alliance with our
sales and distribution channels so as to ensure on time delivery without any delay.
As the summer is arriving and this is the high time to launch our product and make it
available to our customers. Therefore we will make it available at stores during the first
week of June as it is expected that our competitor will make many offer during that time

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Marketing Plan 18

EXPECTED BUDGET
Following is the assumed trading and profit account and balance sheet it includes all the
expected budget, cost, profit and possible incomes and expenses which company will
incur.

TRADING AND PROFIT AND LOSS ACCOUNT

For the year ended 31 Dec 2008

Rs Rs Rs
Opening Stock 30,000
Purchases 120557 Sales 250678
Add Carriage Inward 3200 Less Return Inward 8,500
123757
Less Return outward 25,350
98407
Net Sales 242,178
Goods available for sale 128407
Less Closing Stock 6,220
122187
Gross Profit
Gross Profit 119,991

119,991

Carriage Outward 3200

Salaries 5000
Promotional activities 10,000
Total expense
18,200
101,791
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Marketing Plan 19

101,79
1

BALANCE SHEET

As at 31 December 2008
Capital 220,000 Furniture 80,000
add expected net profit 101,791 Motor Vehicle 9 0,000

321,790
Creditors Debtor
Nadeem distributor
45,000

Natural Chemicals 1,000,000

Pure Milk Farm 50,000

Stock
30,000
Cash at bank
1234500
Cash in hand
22,290

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Marketing Plan 20

Loan 130,000

1,501,790 1,501,790

SALES FORECAST
It is expected that we will able to make enough sale this year as a result of our new
launch by continuously improving and redesigning our communication and marketing
network and system.
The expected breakeven can be estimated as,

IMPLEMENTATION AND CONTROL

Proper market strategies and setup has been designed to ensure that our new launch will
meet its target goals, for this purpose there is proper check and control and
implementation program.

CONTIGENCY PLAN
Mama’s ice-cream has also worked over few contingency plans that if we are unable to
fully launch our product due to few factors like unavailability of resources, shortage of
electricity, economic changes, rise in petrol prices, then we will limit our launch and
product supply within Islamabad.

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Marketing Plan 21

CONCLUSION
After considering all the necessary variables and environmental factors, we are
anticipating that our new product launch will prove to be a mark success provided all the
strategies are properly implemented and control.

Mohammad Ali Jinnah University