Objectives

 Create brand awareness across the country.

 Build awareness about the utility and advantage of using olive oil.
 Create identity of the product and ensure the truth that product is of top quality.
 Active presence on social media and use above the line promotion techniques.
 Achieving success and increasing sales on continuous basis. The target for six months
should be selling maximum pet of 500ml bottle and targeted to sell another 750ml
bottles pet.
 To increase market share in Pakistan economy to capture a large market.
 The packaging should appeal and create a cultural impact to target audience. The
product should suit to in average income household and should be affordable.

Brand Strategy:
Brand Positioning:

Positioning statement: Kisan Olive Oil, drop of Divinity

Kisan is widely known as its name and have big business brand name. It is mundane mixed
trimmings; make customers be smooth, vigorous including being illustrative of and sound olive
oil. It offers multi-styles and sundry cordialities. Right when you require vigorous olive oil for
cooking, or plate of coalesced greens dressing you can go you are near any departmental shop
and get it. The individuals who purchase Kisan stay assuredly faithful to it. Some get it on the
grounds that their family gotten it and some since they consider it the most trustworthy. In
either case the item doesn't disappoint the buyer.

It is fixated on essentially at territory of Punjab and explicitly at the more preponderant urban
communities. The brand is by all accounts doing very well in its objective market and is
developing its value. How about we come to buy olive oil you will, by then, feel absolutely
merry along these lines free with unobtrusive expense. For convey channel we have mentally
conceived by utilizing a survey to zeroing in on the available people who market in those
retailing stores.

Kisan positioned its olive oil to those who are health conscious and is attracted towards its
characteristics pleasant, and vigorous smell. It is useful in cooking, pharmaceuticals, cosmetics
etc. It is beneficial for health as its is cholesterol free that can help in maintaining health.
Mostly people use it for health purposes.

Brand essence
 The essence of kisan is building relationships with love. That provide customers functional and
emotional benefits. A worth contribution with quality which guarantees healthy way of life and
incentive for cash and Creating memories for the families and maintaining the relationships,
especially on occasions like Sunday brunches where urban families get time from their busy
schedule to spend time together.

Brand Personality

It’s a visionary and propelled discount and exporting company of extra virgin oil of good quality.
After a long search the most talented partners are selected to achieve the goals. The company
prefers to have an excellent quality of product so that their product will stay in market
competition for a long time. Quality, root and premium plan are the key factors that make it
extra virgin oil an astounding model.

Target audience:
Target audience is divided into two classes.

The main class is discount meaning specialists, cafés, inns, blessing shops, store shops, shop in
shop.

The second class of the intended interest group are the end consumers, direct or indirect. The
expression "end-purchaser" alludes to the individuals who either purchase an item themselves
(direct end buyers) or the individuals who utilize, endeavor, taste an item as clients of a
business, for instance as visitors of inn or clients of an eatery (indirect buyers).

Target market

The company target market is mass market as company is offering a product that is needed by
almost every member of the society. But the company emphasizes more on women aged
between 25-44 years old as company research shows most of women buys the household
things.

Geographical

Oil is every day need individuals need oil for cooking. We give sound olive oil so individuals
carry on with solid life. We are focusing on metropolitan territory of Punjab and Karachi simply
because this is the newt item. We require to find and study consumer practices first. In the
geographic notice, it is pretty auxiliary to advertise the items in light of the fact that our
fundamental targets are who need healthy life, eatery, and individuals who have their own little
shop and eateries instance as visitors of inn or clients of an eatery.
Demographic

The market is isolated on age, family size and vocation. For our situation primarily target who
need to be healthy and fit and carry on with solid life our objective is all age of groups.

Psychographic

The market has been partitioned into individualistic and change and want healthy life people.
Individualistic and more propitious individuals’ essential objective and individuals who may be
fit as auxiliary focuses for the company.

Key insights

All segment fragments will be fixated on (young and old). This builds the degree of engaging
quality. Nonetheless, the intriguing element is that the expected clients for our item are buyers
who esteem their wellbeing and are cognizant about their dietary patterns. Other than the
wellbeing part of our clients, out focused market will be portioned by the monetary capacity of
clients to pay for the olive oil items. As the pith is the family holding and connections so it relies
upon the amount they are wellbeing conscious. Their needs triggers when they require to
ameliorate their wellbeing. It focuses to mass market as it centers around high deals and low
costs and intends to give items and administrations that will engage the entire market.

Behavioral Objectives

Culture

Olive oil utilization has consistently been high in the Indo-Pak area. Olive organic product
because of its salubrious and restorative consequentiality is a gift of Almighty/Allah. Olive has
been alluded in honorable manner at numerous spots in the Holy Quran and its
consequentiality has been attested by many saying of Holy Prophet. The olive has alimenting
and restorative incentive as well as its fat substance is likewise liberated from cholesterol. It is
utilized in food preservation, material industry and cosmetic industry alongside assortment of
different purposes.

 Subculture

 Health conscious and educated consumers use Kisan Olive oil more in the metropolitan areas.
The reasons contrast for the different customers for instance there are sure class family units
who utilize Kisan olive oil since it has been utilized in their families for a very long time – it is a
legacy conveyed down the ages.

Olive oil then again is more mundane in Punjab where individuals lean toward the flavor of
olive oil. Moreover people of Punjab prefer a lot of oils in their foods but the quality of kisan
olive oil is that is don’t have a damaging effect on health due to the fact that the extra virgin is
used in less quantity and gives the same effect unlike traditional cooking oils and banaspatis
which are used in unhealthy quantities so by this people who want to enjoy foods prepared in
oils can enjoy them without compromising on their health. The more wellbeing conscious
buyers anyway favor Kisan olive oil. 

 Social Class

 It has isolated the classes in to A and B families. Class A families are the privileged, top level
salary congregations. In these family the item is customarily purchased by the worker (most
likely the cook). Class B families are the center pay amassing. These are the quality conscious,
wellbeing conscious buyers. This is the class generally associated with purchasing the item. So,
it will be targeting these two social classes mainly.

Social Groups

 Family 

Family has a paramount impact. In all the ads, be it cooking oil or olive oil, emphasis has been
put on the family. The housewife is demonstrated to be valued by the entire family recollecting
her for laws, her husband and her kids. By furnishing them with aliment that the two tastes and
scents great, she wins the hearts of her relatives. 

Role and Status

Being an exceptional quality item Kisan fulfills the regard need since the brand denomination is
solid.

PROMOTION
Kisan being a market-situated and customer focused organization its marketing endeavors are
generally the most.

The most focused advancement procedures utilized are TV advertisements. Its promotions are
appeared on PTV, family channels like hum, ARY Zindgi and especially channels where cooking
shows can be seen like masala tv and others. The advertisements are re-dispatched after at
some point to keep up interest of the shopper and when the product is transmuted.

Rational appeal

It shows the superiority of the brand regarding its quality, source, health benefits, uniqueness
and the way that is a characteristic item with high sustenance esteem.
Kisan olive oil uses Visibility marketing and Media marketing, website, participating in
exhibitions.

Visibility marketing

Kisan focuses most on visibility and accessibility. They give a great deal of consideration
towards this type of advertising. This incorporates print ads, price cards, banners at merchant's
shops, sign sheets, buntings, banners and so on.

Media marketing

It utilizes diverse newspapers and magazines in promoting Kisan yet the consequential
attention is on ads, appeared at the time when family are consistently watching the TV. The
promotions likewise run at sundry times extraordinarily between 8:00 to 9.30.

Participating in Exhibitions

To build the primary contact with new customers, agents and distributors and to keep up brand
mindfulness in the market it is fundamental to take part in exhibitions consistently however
deliberately specifically the events and exhibitions at big super stores like Al Fatah, Imtaiz,
RAHIM STORE ,carrefour and in festivals like masala family festivals , expo center Lahore and
karachi in cooking shows like Zakir ka dastarkhaun , Handi etc

Website

A typical corporate site may not be suitable for our target audience. It should be colorful,
includes all data but very specific. Include all data about company personality, product quality
and prevalence it should have pictures of family showing love, care as the mother takes care of
her family by taking care of the health of her husband and kids.

Kisan

The punchline has perpetuated as afore through the ages, which has ended up being the
character of the product and has done miracles for it.

It peruses: "Kisan mein pakaya pyaar se khilaya"

The message fixates on fragrance, taste and an upbeat effervescent connection. It shows the
adoration and fondness. The topic was picture building. It illuminates about the product and
convinces the consumers to get it. Changes are made inside four months.

Re-dispatch
The shade of the oil was availed as deals weren't getting concretely in Karachi as purchasers
here favored light oil. They needed to, because of inundation of other unfamiliar brands
(earnest system). The message was the same however love for the family and health. Fixation
was more on the color change.

 Sales Promotion

It supplementally postulates its function in advancing Kisan by organizing sundry occasions like
cooking challenges, games and shows especially on masala family festivals, national food
carnival, expos at big stores like hyper star etc

Personal Selling

There is no proximate to home selling in the event of Kisan brand, just business results of ODF
bunch are advanced and sold through this cycle. At the point when Kisan concoct buyer
advancement it gives the compromise to the retailers.

 Other mediums:

Print advertisements in magazines for example, Women's' Own, She, and so on and those read
by the average however educated people. Buntings, banners, exchange banners (hung at the
retailers) initiating buyers to endeavor the most recent predilection for Kisan, and so on.

Other than this, the cookery program that runs each Tuesday night is a decent advancement
strategy as it shows utilization of the Kisan oil in variety of dishes. The viewer will likewise
recollect the brand name through the message "Kisan mein pakaya pyar se khilaya." A
housewife's most proximate companion all around.

The image and the color of the tin is also a decent method to impart to the customer who can't
read yet can without much of a stretch perceive the tin by the palm leaf image or the yellow
and green shading plan.

There is an admonition assistance for the accommodation and avail of the consumer a
cookbook to blessing and keep. A videocassette of the broadcast cookery show.

Sales promotion is done to expand deals fabricate picture of product in the purchaser’s mind
and build up a relationship with your buyers.

Premiums are offered during Ramadan or offers like a free chat masala packet, and so forth to
expand sales.
Sundry sizes (poly pack, plastic jug, 2.5/5 Liter tin) are accessible for accommodation of the
customer and to fixate on all sections of the market. Brand positioning utilized is about
advantages of the product itself.

Implementation Plan
Target Audience

Kisan Olive oil target market is mass market. Specifically, our main priority is to target females between
the ages of 25-44 years because in Pakistan mostly female from this age bracket do grocery. So, she
knows better what to choose as cooking oil. For this purpose, we run advertisement in addition we
sponsor cooking show to give great exposure to females. In addition, potential customers for our
product are consumers who value their health and are conscious about their eating habits. Other than
the health aspect of our customers, out targeted market will be segmented according to the financial
ability of customers to pay for the olive oil products.

Product Pricing
Here is the product pricing of kisan virgin Olive oil 1000ml bottle. For the consumer it cost 1200
pakistani rupee. And after deducting each and every cost kissan company saves 360 rupees from each
product piece.

Price to Consumer Rs 1200/-

Less 30% (RS 360) Retailer Margin

Cost to Retailor Rs 840

Price to retailor Rs 840

Less 20% (Rs 168) Distributor Margin

Cost to Distributor Rs 672__

Price to Distributor Rs 672

Less 5% (Rs 34) Broker

Cost to Broker Rs 638

Price to Broker Rs 638

Less 20% (Rs 128) Gross Profit Margin

Ex-Warehouse Cost Rs 510

Advertisement/Marketing Cost (Rs 50)

Other Expenses (Rs 100)

Net Profit Rs 360 per Piece (1000ml)

Sales Promotion:
Kisan launches their promotional activities in month of Ramadan in which they start to give out
up to 20% discount on their different bottle size. This promotion boosts up their sales number.

For example, our virgin product which cost Rs 1200 to the customers after 20% discount
(Rs240) it low down the price at Rs 960.

Offers:

Twice a year we offer our customer to get 250ml bottle free at the price of 1000ml bottle. This
activity helps us to engage our customer with our product. In addition, we not launch this offer
in Ramadan month because we offer 20% flat discount on our all-product list.

Media:

Kisan Olive oils almost use every medium which includes Websites, broadcast and publication
to advertise their product. Basically, the main purpose to use all medium is to target vast range
of market segment. Kisan olive TVc runs at prime time on tv to ensure the exposure of their
product to the audience. On TVc we use different approaches to deliver our message to the
receiver that is audiences. On websites we run short ads as the side banner to expose our
product. On YouTube we run paid advertisement specially during cooking shows. This helps out
the company to target specifically relatable customer. Once in a year kisan sponsor cooking
show of chief Mehboob on private channel. This celebrity influences approach works because
public have trust on the famous chief m low down the price at Rs 960ehboob.

Media Cost:

Kisan spends a handsome share amount of revenue over the advertisement and publicity. Here
is the chart of media cost for the recent three months

Marketing May-Aug 2020 Sep-Oct 2020 Nov-Dec 2020 Total

Expenses budget
Advertisement Rs 1,30,000 Rs 1,10,000 Rs 50,000 Rs 2,90,000

Promotions Rs 11,00,000 Rs 14,00,000 Rs 0 Rs 25,00,000

Websites Rs 3,00,000 Rs 2,00,000 Rs 1,50,000 Rs 6,50,000

Poster and Rs 35,000 Rs 50,000 Rs 75,000 Rs 1,60,000

Catalogs
Total Rs 15,65,000 Rs 17,60,000 Rs 2,75,000 Rs 71,00,000