Marketing plan for FMCG

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Subject:- Marketing Applications & Practices Topic:- FMCG Sector Submitted To:- Prof. Ashwin Kher Oriental Institute Of Management

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Subject:- Marketing Applications & Practices Topic:- FMCG Sector Submitted To:- Prof. Ashwin Kher Oriental Institute Of Management

Group membersNAME Dipti Bapardekar Aakanksha Bhandari Vidya Menon Deepa Shetty Gayatri Suryavanshi Komal Suthar ROLL NO 9105 9106 9132 9152 9257 9158

Definition of F.M.C.GFMCG

Refers To Consumer Non Durable Goods required For Daily And Frequent Use. Typically The Consumer Buys These Goods Once Month.

Genres Babyfoods Biscuits&Bakery



Cereals Glucose Biscuits Salt and Sweet Biscuits Digestive Biscuits Cookies Chocolates Candies Gums Butter Aerated Drinks Flavoured Milk Juice Concentrates Squashes Baking Powder Coffee Health drinks Honey Jams Instant Noodles Papads Chips Sweets

Instant Formulas Marie Biscuits Cream Biscuits Salt Biscuits Wafers Mouth Freshners Eclairs Mints Cheese Mineral Water Milk Based Drink Juices Custard Tea Milk Powder Sauces Pickles Regular Noodles Regular Pasta Namkeen


DairyProducts Drinks

FoodAdditives HotBeverages ProcessedFoods ReadytoCook Snacks



strategy Company profile Marketing analysis SWOT analysis Situational analysis Marketing mix STP Manufacturing process Future plan Projected profit & loss

COMPANY PROFILENAME: Koko Lite Pvt Ltd FIRM: PARTNERSHIP FIRM ADDRESS: PLOT NO.33, Behind civil station compound, Palakkad -678001 ,Kerala. PARTNERS: Dipti,Aakanksha,Vidya,Deepa,Gayatri, Komal INDUSTRY: FMCG PRODUCT: Koko Lite - one natural experience LAUNCH ON : 1st April,2010. COMPANY

Market analysisDespite

the economic recession, the Rs 86,000-crore Indian FMCG industry is expected to register a double digit value growth in the last quarter of 2008-09. There's no clear trend for margins as different companies will post different margins depending upon the commodity prices


The beverage industry is a shifting landscape as volume leading categories such as soft drinks and beer continue to experience share erosion while functional and health & wellness oriented categories enjoy double-digit volume growth: Soft Drinks -3.9% Domestic Beer -1.2% Energy Drinks +53% Bottled Water +25% RTD Tea +23% Sports Drinks +19%






Situational Analysisanalysis means data on sales, cost, the market, competitors and the various forces in the macro environment Competitors Panchranga group The little export company Fortune beverages pvt. Ltd. Philoden exports pvt. Ltd. Shreejal coconut waterSituational

Marketing MixPRODUCT

Quality- Premium Features- Fat Free, Promotes Weight Loss, Raise metabolism controls diabetes, treats kidney stones Brand Name- Koko Lite Packaging- Tetra Pack Size- 200ml

Marketing MixPrice

M.R.P Rs- 15/Cash Discount Allowed- 5% Payment Period- 15 days

Marketing MixPromotion

Ads in Newspapers and Best Bus Coconut Festival Tie up with Gyms Sponsor Sports Events in Schools & Colleges Free Samples Tie up with Airways & Railway Pantry Car Tie up with Dosa Plaza

Marketing MixPlace

Channels- Wholesalers, Retailers & Agents Coverage- Mumbai Inventory- Cold Storage Transport- Rail, Road & Water


Segmentation Geographic Region: Mumbai (near by areas like pune,nasik, thane) City or Metro Size: Density- urban , suburban Demographic age suits to all age groups Income- above Rs.10000 Social class social economic class a b middle class, upper middle class Benefits quality, economic User status non user, ex- user, potential user, first time user Usage rate light user, medium user, heavy user Readiness stage unaware, aware, informed, interested, desirous, intending to buy


Single segment concentration The firm gains a strong knowledge of the segments needs Achieves a strong a strong market presence If it captures segments leadership, the firm can earn a high return on its investment.


by product attribute 2 min noodle and now they r health product Real juice, frooty What specific benefit that product offers Its not fast It needs times to get place in minds of customer

Manufacturing process MAIN

MOTTO Distribution of coconut water to the consumer in tetra packs without affecting its natural properties. Micro filtration process The new technology is essentially a micro filtration process; the water filters through a medium, such as porcelain or a polyacrylic gel, that retains all microorganisms and spores and renders the permeate commercially sterile Nine-month old (approx) coconuts are harvested; the water is extracted, inspected and then passed through a coarse filter to remove solids and particulates. The standard procedure is to verify each opened nut prior to emptying it into a stainless-steel pail.

Tetra packaging machine

Future plansCurrently

we are only operating in Mumbai and its near by regions, in future we will try to reach out other metropolitan cities. Tie up with PepsiCo to reach out further parts of India through their distributional channel.

Thank You