Index

1. Introduction

2. Results of the Survey

3. Market Analysis

4. Marketing Mix

5. Segmentation

6. Targeting

7. Positioning

8. Conclusion

Introduction

Factors Driving Demand

Changing age profile

Increase in income

Life style factors

Results Of Survey

85% 15%

Yes

No

Consumers of soft drinks

0%

10%

20%

30%

40%

50%

60%

1 to 3 3 to 5 5 to 7 7 or more

53%

35%

12%

0%

Frequency of consumption

per week

47%53%

Aerated

Non-aerated

Preference of Aerated

vs.

Non – Aerated

0%

10%

20%

30%

40%

50%

Energy

drink

Fruit fizz Juice Flavoured

water

50%

0%

50%

0%

Non- aerated consumer preference

85%15%

Yes

No

Enthusiasm to try Maggi’s

New Product

0%

10%

20%

30%

40%

50%45%

25%

20%

10%

Price preference for 300ml bottle

• The soft drink market has grown at a 20% - 25% rate.

• Mango – most preferred flavour as per the market study

• Sale of drinks

Market Analysis

9.4

17.2

23.7

29.132.6

0

5

10

15

20

25

30

35

Percent Rate of Softdrinks market share

Market Growth Rates

Strategic CompetitorParle Agro (Frooti)

Laid Back Competitor

Dabur (real juices)

Tiger CompetitorCoca-Cola, PepsiCo

Competitor Analysis

Stochastic CompetitorMother Dairy

Top Soft Drink Companies

Rocket Fuel

Tag Line

“For The Fast And The Thirsty.

Jhathse Pyass Bujhade!”

Marketed by Maggi Under the parent company Nestle

USP

Refreshing

Attractive packaging

Fruity and Healthy and new Flavours

Light on the pocket

Unique Mechanism

Product Specifications

and Features

• Good value for money product

• Soda based and water based drink.

• Packaging

The Product Mechanism

BOP!!!

COVERTamper proofprotective seal

SHELLInternal piercing

mechanism tears the

foil to release live

micro - nutrients

To Activate

Twist Press Shake Relish

• Twist and remove the clear cap

• Press down the coloured button to release the ingredients into the liquid

• Shake the bottle.

• Remove the cap.

• Relish.

Our Flavors

Introduction Growth Maturity Decline

TIME

SA

LE

SProduct Lifecycle

Place

Raw materials from Kullu

Manufacturing plant in Delhi

Manufacturing plant in Mumbai

Wholesale distributor F

Wholesale distributor E

Wholesale distributor D

Wholesale distributor C

Wholesale distributor B

Wholesale distributor A

RETAILERS

FINAL

CUSTOMERS

RETAILERS

Distribution Channels

Modes of Transport – “ROAD”

Economy Penetration

Skimming Premium

Pricing Strategy Matrix

Penetration Pricing

•Our product will lie on penetration

Strategy with high quality and low

price.

•Apt on introduction stage.

•Low price – to capture market share.

•Expected to make profits in volume.

Cost of a Single bottle

Plastic bottle + Mechanism=Rs2/-

Flavor = Rs1/-

Soda Or Water=Rs1/-

Advertisement=Rs2/-

Distribution=Rs2/-

There are 2 products

1)Rocket Fuel Lite (Water Base)=RS.15/- for 300ml

2)Rocket Fuel Fizz (Soda Base)=Rs.20/- for 300ml

Cost Estimates

Advertisements(Newspapers,mag

azines)

1 crore

Free Samples 30 lakhs

Hoardings and Billboards 1 Crore

Brand Ambassador 5 crores

Radio 1 lakh

Product Launch

• Since we are planning on creating a product identity around

rockets, we will be launching our product on Diwali.

• As a promotional event we will have a fireworks event at

carter road/Marine drive, as well as give out free samples at

the event.

Advertising

As we are in the Introduction phase, our objective is to create

brand awareness.

• Use of Print Media

• Hoardings in Public Spots

• Organising events

• In Retails outlets

• Tie up with major cinema halls

• Social Networking

• Endorsement

Market Segmentation

GEOGRAPHIC DEMOGRAPHIC

PSYCHOGRAPHIC BEHAVIOURAL

targetingT

A

R

G

E

T

I

N

G

Target Market

• Target at School, Collages, Universities, Homes, Restaurant,

Hotel and Stores.

• Maggi soft drinks takes every customer as target.

• All age groups are being targeted.

Positioning

Healthy Flavours

Innovative Packaging

Low Price

Refreshing

Different Mechanism

Future Plans

• Target of capturing 5% of the market share within a year and

30% by 2016-end

• Initially we would be outsourcing the processing of fruits, but

after 3 years we would check the feasibility of starting our

own processing plant.

Thank You.