JUST FRY

INTRODUCTION TO BUSINESS
 TABLE OF CONTENT

 ACKNOWLEGEMENT
 EXECUTIVE SUMMARY
 MISSION STATEMENT
 VISION
 OBJECTIVES
 PRODUCT DESCRIPTION
 MARKET SEGMENTATION
 TARGET MARKET
 MARKETING STRATEGY
 MARKET POSITIONING
 COMPETITOR ANALYSIS
 MARKET PLANNING
 SWOT ANALYSIS
 MARKETING MIX
 MARKET BUDGETING
 CONCLUSION
 ACKNOWLEDGEMENT

 We are grateful to ALLAH ALMIGHTY who gave us ability to complete this

project in appropriate manner .We also acknowledge the immense help of DR
SALMAN YOUSAF (COURSE INSTRUCTOR) and SIR ASAD .We are thanking to all
of those people which help us to make this business proposal
 EXECUTIVE SUMMARY

JUST FRY has come forward with a new perspective about frozen food in
our society. The company implements the marketing strategy with immense skill
and understanding about the Pakistani society and is therefore successful
amongst the masses that it targets. The four P’s of marketing are incorporated
without a hitch and JUST FRY is easy to use reliable and easily available with
great taste and affordable price. It contains health oriented delicious recipes
without food additives and artificial preservers. The products are made with
ingredients with hygienic quality. We are offering a wide range of chicken and
meat product’s categories. Our objective is to provide better nutrition at low
price for ease of the people. Our mission is to build and maintain a trusted
reputation among our customers. We are creating attraction through red and
yellow color in our packaging and promoting our products through social media,
telemarketing, bill boards and societal marketing strategy. We are targeting
working women and hosteller students of middle, upper middle and upper class
of Pakistani society.
 MISSION STATEMENT

 To build and maintain a trusted reputation among our customers and to

provide superior quality,safe,healthy and mouthwatering HALAL meat
products by bringing Earth Resources to life.
 VISION

 To be the leading food company, delighting and nourishing our consumers with
superior products and services; while leading sales, shares and profits, thus
allowing our people and community to succeed.
 BRAND NAME

 As the name suggest , JUST FRY provide delicious food that you have only to
fry them and serve this delicious food to your loved one to make a stronger
family bond with your near and dear one.
 SLOGAN

 YOUR CARE IS OUR PRIORITY.

 OBJECTIVES

 Our foremost priority is to provide healthy and less time consuming semi
cooked food to the hosteller students, working women and rest of the
Pakistani community by establishing a successful, dynamic social enterprise.
 GOALS AND OBJECTIVES

 Our goals and objectives include:

 Offering wholesome, fairly priced, semi cooked nutritious food options.
 Providing free home delivery service for ease of the customers.
 Creating an attractive and easily accessed diverse menu.
 PRODUCT DESCRIPTION

 We are introducing a wide range of frozen food for the ease of people. As the name shows the
product is tasty and easy to cook. The food contains healthy & natural (injected free)
chicken, meat and beef. They are ketogenic basis which means they are high in proteins and
healthy fats but low in carbs. This is good for safe and healthy life. The foods are processed
under full hygiene and give customers a valuable meal. We offer Customers health oriented
delicious recipes without food additives and artificial preservers. All natural ingredients with
hygienic quality are available at reasonable price as your care is our priority. As our product is
easy and quick to cook so it is of great help for working women and hosteller students. It can
be quickly served to guests at any time. Besides, it’s very handy and quick for youngsters to
make and cook at any time. A wide range of categories of our products are:
Shami kebab Kafta kebab Behari kebab
Qeema kebab Seekh kebab Raishmi kebab
Chapli kebab Dam kebab Bhassam kebab
Beside these we also offer you combo deals containing different categories’ products in a same
package at reasonable and affordable prices.
 MARKET SEGMENTATION

 A key ambition for many brands in the frozen sector should be to continue
steering the consumer mind set towards frozen being ‘Acceptable’, in terms
of both quality and health. It is easy and quick to cook so it is of great help
for working women and hosteller students. It can quickly be served to guests
at any time. The food contains healthy and natural chicken meat and beef.
They are ketogenic basis which means they are high in proteins and healthy
fats but low in crabs. This is good for safe and healthy life.
 SEGMENTATION VARIABLE

 GEOGRAPHIC
 DEMOGRAPHIC
 BEHAVIORAL
 PSYCHOGRAPHIC
 GEOGRAPHIC SEGMENTATION

 Geographic segmentation calls for dividing the market into different

geographical units such as region, cities, or neighborhoods. Geographically
JUST FRY will be available in all cities of Pakistan.
 DEMOGRAPHIC SEGMENTATION

 In demographic segmentation, the market is divided into groups based on age,

gender, family size, income, occupation, and education. JUST FRY divides the
market on demographic basis in this way:
 People of all ages can get benefit from JUST FRY .
 People of both genders are segmented by JUST FRY.
 Family size of 2, 3-4, 5+ members is segmented.
 Almost all lifestyles are segmented by JUST FRY.
 BEHAVIORAL SEGMENTATION

 Behavioral Segmentation is dividing a market into groups based on the attitude,

consumer knowledge, and use or response to a product. In this aspect JUST FRY
segmented the market on the basis of occasion, benefit and loyalty. Following are
the different possible segments in this regard. JUST FRY divides the market on the
basis of behavioral variables as follows:
Eid, Ramadan, Christmas, Holi, Diwali, parties
Health, taste, quality, Ease
Medium Loyalty
 From the customers’ point of view JUST FRY is providing healthy frozen food. It is
easy to cook especially it facilitates the working women because they don’t have
much time to make all those things at home. Hostellers’ students also prefer
frozen foods. This brand provides the hygienic food to its customers that build
trust in the customer. These attributes are increasing the number and letting the
user behave in the favor of brand leading to growth.
 PSYCHOGRAPHIC SEGMENTATIION

 Psychographic Segmentation means to divide a market into various groups

based on lifestyle, personality, or social class characteristics. JUST FRY has
divided market on the basis of psychographic variables as follows:
Division by Social Class: Middle class, Upper middle class and upper class.
Life Style: Seekers, strivers and global buyers.
Personality: Sincerity, competence and sophistication.
 TARGET MARKET

 JUST FRY is targeting different age groups as well as different income groups.
Our prices are normal so even a middle class person can afford it. We are
targeting elite, upper middle and middle class. On the basis of age, we are
targeting children as well as young people.
 1) Hosteller Students
Hosteller students have a busy routine as they have a tough schedule of study
and other works. JUST FRY provide them the facility to get semi-cooked food on
their door steps with a single click.
 2) Working Women
In this era where women are working in every field of life, so it is difficult for
them to cook meal for their family due to workload. JUST FRY assist them to save
their time by providing ready-to-cook food that is healthy and delicious at the
same time.
 MARKETING STRATEGY

We know very well that without any marketing strategy no marketing program
or product is successful because we depend on customers, not customers depend
on us.
JUST FRY is following societal marketing techniques.
JUST FRY is moving from divisional level to district level by opening branches
JUST FRY is also offering free home delivery services.
JUST FRY is opening their outlets on reachable places.
JUST FRY gives more priority to Hosteller students.
 MARKETING POSITIONING

 JUST FRY has come with a new perspective about frozen food in our society.
As today’s working women and hosteller students have tough time schedule,
they need easy to cook and healthy food products. So JUST FRY is introducing
a wide range of frozen foods for the ease of the people. These foods are
processed under full hygiene and give customers a valuable meal. We have
positioned our products in the mind of customers as:
We offer Customers health oriented delicious recipes without food
additives and artificial preservers. All natural ingredients with hygienic quality
are available at reasonable price as your care is our priority.
JUST FRY is providing you high quality food at reasonable price with
facility of free home delivery.
 COMPETITOR ANALYSIS

 Competitor analysis in marketing and strategic management is an assessment

of the strengths and weaknesses of current and potential competitors. This
analysis provides both an offensive and defensive strategic context to identify
opportunities and threats. There are the following competitors;
K&Ns
Sufi
Menu
 K&Ns

 Established in1964, K&Ns has been an ever-present entity in the Pakistan

market, but it is relatively recent that they made a statement with their
frozen food products K&Ns offers a range of frozen foods such as shami
kabab, samosa, burger, patty and chicken nuggets among many others.
gaining among Pakistani, K&Ns supply frozen food to thousands of stores and
also have their retail outlets spread across the country. Also providing home
delivery. K&Ns is now a household name in Pakistan.
 SUFI

 Stepping foot into the booming market of frozen food, Sufi launched their
range of frozen food items under the name Simply Sufi. An enticing range
ready-to-eat chicken products are on offer and with guaranteed quality
assurance and mouth-watering taste, it’s a must try for frozen food fans.
 MENU

 Another brand that is progressing with leaps and bounds. Menu offers a range
of frozen foods including ready to cook and ready to eat chicken, wheat,
vegetable and fish products. They guarantee a hygienic process for food
production, and their reusable packaging has really impressed many
consumers. There have always been positive reviews regarding the taste as
well. Don’t take our word for it, just try a Menu product next time you hit the
market.
 MARKETING PLANNING

 By using the following SWOT analysis for JUST FRY will decide on marketing
strategies that will help the company attain the overall strategic objectives
and create product value for target consumers in order to capture value in
return.
SWOT ANALYSIS
 STRENGTHS

 1.Allingredients
 2.Wide range of flavors
 3. Different product offering
 4. Many health benefits
 5. Easy to cook
 6.Socially responsible
 7.Halal food
 8.Full nourishment diet
 WEAKNESSES

 1. Not very much awareness about product

 2. Limited distribution network
 3. Barrier of entry
 OPPORTUNITIES

 1-Health consciousness
 2.Faster cook time
 3.Easy to heat and eat
 4. New packaging materials
 5.Adding premium quality products
 6.Emerging female professional market
 THREATS

 1.competition
 2.Health conscious consumers
 3. Changing demographics
 4. Government regulations
 5. Increase price of raw material
 MARKETING MIX

There are 4Ps in Marketing Mix:

Product Strategy
Price Strategy
Place Strategy
Promotion Strategy
 PRODUCT STRATEGY

 As our product is easy and quick to cook so it is great help for working women and
hostlers’ students. The food contains healthy and natural chicken, meat and beef.
They are high in proteins and healthy fat but low in crabs. Our products are good
for safe and healthy life. Our customers will fulfill their need of healthy food by
buying our JUST FRY foods.
Core benefit:
Our core benefit is to provide easy to cook and delicious food products.
Actual Benefit:
Our actual benefits are healthy frozen food products without preservatives and
additives at reasonable prices.
Augmented Benefit:
Our augmented benefits are free home delivery and online customer service
Center.
 LABELLING

Our label is EASY TO COOK,HEALTHY TO EAT

 PACKAGING

 Looking at the positive psychology qualities of Red & Yellow in relation to the
fast food industry, Red triggers stimulation appetite, hunger, it attracts
attention. Yellow triggers the feelings of happiness and friendliness. When
you combine red and yellow it’s about speed, quickness in, eat and out again.
 PRICE STRATEGY

 The price of foods can also influence the buying behavior of consumers
because in Pakistan there are different levels of classes based on their
income. So price is one of the important factors. We have set the price
distribution that will not only meet our expenses but will also help us to
progress more effectively and efficiently as compared to the others. So we
are using price penetration strategy.
 PRODUCT PRICE
1 Shami Kabab (6.Pcs) 130
2 Qeema Kabab (6.Pcs) 180
3 Chapli Kabab (6.Pcs) 150
4 Behari kabab (6pcs) 140
5 Reshmi Kabab (6pcs) 180
6 Kofta kabab (6pcs) 130
7 Chicken Kofta kabab (6pcs) 199
8 Combo (2Shami+2Chapli+2Qeema) 149
9 Combo (2Chicken+2Behari+2Kafta) 149
 PLACE STRATEGY

 The availability and placing of the product determine the buying behavior
because if the product is easily available to the customer it will be preferred
it and if it is hard to find the product in the market consumer will never buy
that product. So our product is available at:
Chase Up
Malls
CSD Cantt
Utility Stores
Hostel Cafeterias
 And we also provide free home delivery service.
PROMOTION STRATEGY
 E MARKETING

 Social networking sites and internet has the wide number of users among our
target market. Therefore, most of our advertisement will be published using e
marketing:
Facebook
Instagram
Twitter
YouTube channel
 BILLBOARDS

 Billboards will be placed near shopping malls and well renowned restaurants
to provide a permanent and long lasting form of advertisements to attract
their target market.
 JINGLE

 JUST FRY
 EASY TO COOK ,HEALTHY TO EAT
 TRY OUR PRODUCT
 YOU WILL DEFINITELY ENJOY
 MARKETING BUDGET
COST OF PRODUCTS RS %
MATERIAL 750000 50
LABOUR 150000 10
FACTORY OVER HEAD 150000 10
TOTAL 1050000 70
MARKETING
EXPENSES
ADVERTISING AND 100000 6.7
PROMOTION CHARGES
TRANSPORTATION 50000 3.3
TOTAL 150000 10
OPERATING EXPENSES 50000 3.3
ADMINISTRATIVE 250000 16.7
EXPENSES
TOTAL EXPENSES 1500000 100
 CONCLUSION

JUST FRY has got a positive feedback and good response by its target market
segments. As now a day’s time is money, even ladies are working in offices so
they are in search of a product that is complete meal (delicious and healthy) for
their family and is time saving. This is also a need of hosteller students as JUST
FRY is focusing more and more on fully cooked products for the ease of
customers with extreme focus on hygiene factor. JUST FRY is providing
value products to its customers at national level. It is easily available for
its customers at lower prices as compared to that of competitors.