National Institute of Design
Introduction to Marketing Module By: Deval Kartik
Presentation By: Eeshan K Saha Jyotika Bindra Shruti Chowdhary
Core Benefit
Easily available Sugar free juice
Customer Value Hierarchy
Effective for reducing diabetics
The Product
Grapefruit Juice
Potential Benefit
welcome health drink
Augmented Benefit
Maintains body Weight Safe for diabetics
Refreshing nourishing and tasty 100% natural pure juice Necessary antioxidants needed Diet
Grapefruit Juice
2
3 Competition
1
Product Lifecycle
Department Segmentation
4 Future Scope and Expansion
4P’s of Marketing
8 Customer And Scenario
Marketing Objective Brand Management
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6
5
Department Segmentation
Research &Development Accounts and Finance Design Production Packaging Marketing Distribution
Department Segmentation
Production Fruit Reception Selection, washing and grading Squeezing Finisher to Pulp O2 removal Pasteurization Concentration Water and Aromas Concentrated grapefruit juice
Department Segmentation Customers
Stakeholders Investment Bankers Sales Force Suppliers Customers Employees Consultants/Specialized Firms
Indirect Competition
Competition
Direct Competition
Direct Competition
Competition
Medicinal Products
Grapefruit juice producers King's Foods Holista Tranzworld Ltd. Sab Foods Murti Food Establishment Epicu Agro Products Pvt. Ltd. Chenab Impex
Indirect Competition
Competition
Fruit/Vegetable Juice Bottled Water Carbonates
Concentrates Tea and Coffee
Product Life Cycle
Introduction Pre Launch to Launch
Introductory Stage Product
Growth
Launch through initial Year
Maturity Mid Life
Not many direct Competitors Creating awareness will take time Takes time for selling in volume Slow growth
Decline
End of patent
4 P’s of Marketing
4 p’s of Marketing
Functional benefit: healthy sugar free drink Attributes: Tasty Refreshing Presentable Flavored Healthy Tranquility Vitality Energy Size:100ml, 300ml pack, 1000ml tetra pack Product : Grapefruit Juice
4 p’s of Marketing
Part of Added cost Profit margin Value Based Pricing: Buyer’s perception of value Cheaper than competitors’ price Smaller Packs also available
Quantity: 1000ml Cost of raw materials Price/unit: Rs 192 Production cost Price/ unit: Rs 6 Marketing Cost Price/ unit: Rs 4 Profit Price/ unit: Rs 5
Retailer’s Selling Price Price/ unit:
Rs 210 (Rs 3 as profit margin)
4 p’s of Marketing
Launched in India Distributed in food and beverage industry and Retail outlets various outlets
Vending machines placed at sport, spiritual and health places Food Service include:
Fast Food joints Caterers Restaurants Vending Machines Others
Retailers include: Supermarket Medical Stores Convenience Stores Discounters Small Neighborhood Shops Others
4 p’s of Marketing
Distribution Channels
Direction of flow of product, service and communication
The Company
B2B
Beverage Industry
Food Industry
B2B
B2B
B2B
Wholesaler Distributor
B2B
Buying Groups
Food Service
B2B
Retailers
Consumers at home
B2C
B2C
Consumers away from home
Direction of flow of information, payment and ordering
4 p’s of Marketing
Purpose Will help to introduce our new product Will Generate awareness about the new product It will help us stabilize the volume of sales It will create confidence in the mind of customers regarding quality Will help to build long term relationship with customers Media Chosen Print Advertising Outdoor Advertising Broadcast advertising Surrogate Advertising Public Service Advertising Public relation/Publicity Sales promotion Web Presene
4 p’s of Marketing
Print Advertising
Newspapers health columns Health and other Magazines
Outdoor advertising
Broadcast Advertising
Surrogate advertising
Billboards Tradeshows and Events
Television Radio Internet
Collaboration with other diabetes related industries like herbal centres, Ayurveda centres etc.
4 p’s of Marketing
Public Service Advertising Health awareness programmes like MARG, INDEPENDENCE FROM DIABETES, CHETANA.
Public Relation
Sales Promotion
Web Presence
Media
Objectives
Through website
To introduce new product and attract customers Tools that we will apply for sales promotion Free samples Fairs and Exhibitions
Customers
Demographics: Location: metros, tier1 cities Age: 30-45 years Income: personal disposable income of 30,000 and above per month Economic Status: upper middle income group Occupation: well educated, working class
Diabetic People and Health Conscious Young People
Psychographic: Professionals, on the go parents, dieters, health professionals Behaviour: Lifestyle and Values: Taste, Nutrition Alternative Drinkers, Diet and Health conscious
Maslow’s Need Hierarchy model placement: Our target group are pretty well satisfied by our physiological needs and are concerned about safety and health.
Customers Customer
Customer Needs Health Consumers have become increasingly health conscious creating a demand for healthier products. They choose fruit juice or water over carbonates, as beverage alternatives. Increase in diabetes over last 5 years has made India the largest in diabetes and people are fighting against it.
Convenience Customers demand easy availability and varied packaging for different time and place of consumption.
Taste Taste is essential for all consumers as it is among one of the important reasons of purchasing a drink.
Customers Customer
Customer Profile Persona: He is 37 years old having diabetes. A GM of an MNC with a monthly income of 3 lac per month. He has a busy schedule during the day and the time dedicated to himself is the time when he takes meals. He is conscious about his health and is open to trying new effective solutions when it comes to health.
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Stay healthy and grab all opportunities
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Customer
Use Scenario He goes to the office and attend a board meeting. The meeting breaks for lunch, during which, he goes to his cabin and takes out his lunch. He feels thirsty and feels like drinking some juice/drink which doesn’t harm him in diabetes. He looks at his bag and finds a 300ml bottle of Whiz Juice, which his wife had put into the bag an feels relieved after having it. He calls his wife for choosing whiz for him and putting it in his bag.
Brand Management
Product SWOT Analysis Revenue Model Brand Identity Brand Architecture Sub-Brand Identity Sub Brand Personality Sub Brand Image Sub Brand Equity Sub Brand Essence Brand Audit
Brand Management Customers
Product SWOT Analysis Strengths
Weakness
Opportunity
Threats
Fresh Energetic Drink for diabetics High on minerals Attractive packaging Brand Equity Health conscious image Antioxidant
High Price New Flavor Acceptance by the Target Audience
Extensive ongoing research on grapefruit juice Very few number of similar product in market Sold mostly online
Established image of other fruit juices in the market Less availability of grapefruit in India
Brand Management
Revenue Model
Advertising
Selling the juice to clients
Merchandising
Sustainability through recycling
Distributing Venture Capital
Brand Management
Brand Identity
TM
Brand Management Customers
Brand Essence Responsible for Health
Brand Management Customers
Brand Architecture Credence : The Brand Whiz : The Sub Brand
Brand Management Customers
Sub Brand Identity
TM
Brand Management Customers
Sub Brand Personality Healthy Savior Trustworthy Eco Friendly Sincere Exciting competence Sophisticated
Brand Management Customers
Sub Brand Essence Life Savior
Brand Management Customers
Sub Brand Positioning Youth Health Conscious People School Children Mothers Existing Old age group
Brand Management Customers
Sub Brand Communication Look and Feel: Fun, Attractive, Classy, Modern, Transparent, Informative
Through: Brand identity, packaging and POS promotions, Other Promoting Material Packaging: 300ml, tetra pack 1000ml Free Sample: Sample pack 100ml POS promotion: Posters and Display Promoting Material: Billboards, Hoardings, Bus stand etc
Brand Management Customers
Packaging 100ml: Tetra Pack 300ml: Bottled 1000ml: Tetra Pack Packaging Information
Identity (Logo, Image, Tagline) Nutritional Facts Bar code Main Brand Some other facts Benefits Manufacturing Date Best Before
MRP Quantity Manufactured By Imported By Batch No. Recyclable FDI Use Direction Storage Direction
Marketing Goals
Marketing Objective
Marketing Objectives
Other Benefits
Brand Management Customers
Marketing Goals To increase grapefruit juice market share and product awareness Capturing 25% of total market share in next three year Expected the sales will be Rs 5.50 Crores(approx.) in next year The expected return on investment is 20% Increase earnings per share by at least 10% every year Build customer database of at least 250,000 households within the next 12 months. Achieve a market share of 10%. Achieve 75% customer awareness for our brand in our target market.
Brand Management Customers
Marketing Objective Improving the customer satisfaction through good quality of products Turning profits from the first year of operations Creating unique, innovative and healthy products Becoming the Best New Juice Company in India Assure good shelf space and dually filled.
Brand Management Customers
Drivers to Success Employee training to insure the best juices preparation techniques Marketing strategies aimed to build a solid base of loyal customers Customer satisfaction with high quality juices and services Management that treats every employee equally Creating unique, innovative, upscale atmosphere that will differentiate
Brand Management Customers
Challenges Indians do not follow much of a culture to drink juice with meals etc. Evaluation for the right setup cost Compete with innovative technical ways Careful analysis of country’s economic status Using improved technological and technical support Justifying legal concerns in appropriate way Clear concept of market and industry demand
Strong Innovation Programme: Introducing Product Variants Through introduction new product range Brand Renovation to keep older products salient
Expanding across geographic: Overseas Market
Expansion Strategy Dividend: Better Return on Investments from Retained Profits and Surplus for a better shareholder image.
Investment through Financial Institutions: Further Long Term Finances for long term Investments
Acquisitions and Mergers
Thank You…