Kachcha Mango Juice-stage1

7/29/2019 Kachcha Mango Juice-stage1

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PRODUCT LAYER BY LAYER

Kaccha Mango Essence

Kaccha Mango Toffee

Use kiwi pulp or add kiwi in juice

Adding different flavors

Introduction of energy drink

Increased Durability Of product(juice)

Innovative Packaging

Interesting Taste

Affordable Price

Attractive Packaging

Healthydrink

Quality

Raw Mango Juice

To drink the juice


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2. CONSUMER MARKET SEGMENTATION:

i. Geographical

Region: Ahmedabad

City: Ahmedabad

If successful, we will expand the brand in other cities of Gujarat viz. Surat,Vadodara, and Rajkot.

ii. Demographical:

a. Age: 6 to 45 years

b. Family Size: Child, Teenagers, Youth, Adults-( Single , Married, Others)

c. Gender: Male and Female

d. Income: Lower Middle class, Middle class, Upper Middle Class, High class

iii. Psychographic:

a. Lifestyle: Daring, Value-for-money, Time-oriented People, Fun-loving, Sports-

oriented, young and enthusiasts

b. Personality: Innovators, Thinkers, Strivers, Early Adopters, Experiencers

iv. Behavioural: occasion:Any Occasion

BENEFITS:

Quality Services

Ready to drink Durability

Less preservative Thickness.

USERS STATUS:

First time users

Potential users.

Readiness stage:

Interested

Awareness

Intending to buy our product

Attitude towards our product

Indifferent and Enthusiastic Users

Positive attitude towards our product


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3. COMPETITORS:

Maaza

Nimbooz

Appy fizz

4. PRODUCT MIX:

Products:

Aliva, Cheetos, Kurkure, Lays, Lehar Namkeen, Quaker Oats, Uncle Chips, 7Up,

Aquafina, Dukes, Gatorade, Mirinda, Mountain Dew, Nimbooz, Pepsi, Slice, Tropicana.

Product Width: 2

Product Length: 17

Product Consistency: HIGH


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TOTAL PRODUCT


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SR

NO.

PARTICULAR

S

NIMBOOZ APPY FIZZ MAAZA

1 COMPANY PepsiCo Parle Agro Cocacola

2 INGREDIENTS: Water Water Water

Sugar Sugar Sugar

Concentrated Lemon

Juice

Malic Acid Antioxidant

Acidity Regulators Citric Acid Acidity Regulators

Salt Permitted ClassII Preservatives

Permitted Class IIPreservatives

Preservatives Ascorbic Acid

NO artificial

flavouring

CO2 Added Flavours

No added colour No Added

Colour

Permitted

Synthetic food

colour

5% Lemon Juice Reconstituted

Apple juice

Contains fruit

3 FLAVOURS Nimbooz by 7up Appy Fizz Mango

Nimbooz Masala Soda Grappo Fizz

4 BRANDING AS MENTIONED IN MARKETING MIX- PROMOTION

5 PACKAGING AS MENTIONED IN MARKETING MIX

6 LABELLING Logo Logo Logo

Barcode Barcode Barcode

Ingredients Ingredients Ingredients

Manufacturing and

Expiry Date

Manufacturing

and Expiry Date

Manufacturing and

Expiry Date

Batch No and Co.

Address

Batch No and

Co. Address

Batch No and Co.

Address

Maximum Retail

Price (M.R.P.)

Maximum

Retail Price

(M.R.P.)

Maximum Retail

Price (M.R.P.)


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Position mapping

Product positioning

BRITANNIA

BRITANNIA

HIGH PRICE

UNIQUE FRUIT BEVARAGES (like

strawberry, cherry, papaya)REAL

APPY FIZZ

FRUIT BEVARAGESVACANT SLOT FROOTI, NIMBOOZ, SLICE.

MAAZALOW

PRICE

HIGH PRICE

TROPICANA REALHIGH QUALITY

VACANT SLOT

LOW QUALITYLOW

PRICEFROOTI


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Brand positioning

UNIQUE FRUIT

APPY FIZZ


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The Marketing Mix: 4 Ps of Marketing

1. Nimbooz:

I) Product:

Brand Name: Nimbooz by 7 up, PepsiCo., India

Variety:

It is the latest addition to the Pepsi Beverages Portfolio which tastes likehomemade lemon juice and contains no artificial flavors and contains real lemon

juice.

II) Price:

iii) Place:

Sr. No. Size Type

1. 200 ml RGB PACK

2. 250 ml PET PACK

3. 200 ml TETRAPACK

Sr. No. Size Type Price(in

Rs.)

1. 200 ml RGB PACK 10

2. 250 ml PET PACK 15

3. 200 ml TETRA

PACK

10

PepsiCo already has well established distribution network for its other

brands so it becomes easier for them to cover the entire Indian

market and place Nimbooz in retail outlets and restaurants.


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IV) Promotion:

PepsiCo has drawn up an intensive consumer activation campaign to market

Nimbooz. The 360 degree marketing communication plan has built awareness

through:

Multi-city launches and road shows

Out-of-Home (OOH) media,

Radio,

Press and outdoors,

TV commercial reflectingNimboozs EkdumAsli Indian proposition

A special Nimbooz Highway Gadi has also been created that visits the four major

highways connecting Delhi to Jaipur, Dehradun, Agra to drive trails and consumer

education.


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2. Maaza:

i) Product:

Brand Name: Maaza, Coca-cola

Variety:

Sr.No. Type Size

1 RGB 200 ml

2 PET 600 ml

3 1.2 ltr

4 Pocket

Pack

200 ml


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It is mango pulp made up of rich juicy mangoes.

II) Price:

III) Place: IV) PROMOTION:

Sr.No. Type Size Price(inRs.)

1 RGB 200 ml 9

2 PET 600 ml 30

3 1.2 ltr 55

4 Pocket Pack 200 ml 12

HarMausamAam campaign has been

designed to reinforce the fact that Maaza

offers a real mango experience, only

better, being available throughout the

year, regardless of season. The campaign

is based on the simple human desire to

have the things we love, accessible to us

anytime we desire them. Maaza has

developed an integrated 360 degree

communications plan to amplify thiscampaign. This includes mass media,

advertising and leveraging a range of

below the line channels, including out-of-

home (OOH) media, point of sale

merchandise etc. In addition to that,

Maaza has also rolled out special 20

seconds TVCs customized for the IPL

The Coca-cola system is a well-

established system of distribution.

The Coca-Cola system includes more

than 300 bottling partners.


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3) Appy fizz

I. Product:

Appy Fizz consists of carbonated apple juice, and is used as the basis for cocktails

and is a popular drink with the youth.

Appy Fizz is available in 300ml, 500ml & 1 ltr.

II. Price:

Qty price

300 ml Rs.15

500 ml Rs.25

1 ltr Rs.48

III. Place:

Effectively Parle Agro applies a 3 level Distribution Structure for the

distribution of Appy Fizz products. It generally uses a Distributor which acts as themiddle man in distributing goods from the producer to the retailer from where the

consumer can purchase the products.

IV. Promotion:

Appy Fizz has been re-launched as a Cool Drink to Hang Around With.

With its champagne shaped bottle and smart advertising.

Its television commercial showcases the Appy Fizz character, the walking

talking bottle, surprising everyone with a new look.

Kachcha Mango Juice-stage1

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