MARKETING MANAGEMENT

CLASS 12 PROJECT ON fruit

JAM

ACKNOWLEDGEMENT  It is not possible to prepare a project report without the assistance &

encouragement of other people. This one is certainly no exception.”   On the very outset of this report, I would like to extend my sincere & heartfelt

obligation towards all the personages who have helped me in this endeavor. Without their active guidance, help, cooperation & encouragement, I would not have made headway in the project.

I am ineffably indebted to my principal for conscientious guidance and encouragement to accomplish this assignment.

I am extremely thankful and pay my gratitude to my faculty for her valuable guidance and support on completion of this project in its presently and special thanks to another faculties for her kind guidance.

I extend my gratitude to MY SCHOOLfor giving me this opportunity. I also acknowledge with a deep sense of reverence, my gratitude towards my

parents and member of my family, who has always supported me morally as well as economically.

At last but not least gratitude goes to all of my friends who directly or indirectly helped me to complete this project report.

Any omission in this brief acknowledgement does not mean lack of gratitude.  

INTRODUCTION OF TOPIC CHILDRENS LOVE TO EAT SWEET

THINGS AND I WANT TO BECOME A VERY POPULAR AMONG CHILDRENS ALL OVER THE WORLD. MY PRODUCT IS JAM AND IT IS VERY GOOD TO HAVE IN BREAKFAST , TIFFIN EVEN IN THE ‘GOL ROTTI’.

CONCEPT Marketing management refers to planning, organising, directing and control of the activities which facilitate exchange of goods and services between producers and consumers or users of products and services.

MARKETING MIX Marketing Mix is a set of marketing tools that the firm uses to pursue its marketing objectives in a target market. The variables or elements of marketing mix have been classified in to four categories, popularly known as four Ps of marketing viz., Product, Price, Place and Promotion. These elements are combined to create an offer.

PRODUCT In common the word ‘product’, is used

to refer only to the physical or tangible attributes of a product.

In marketing, product is a mixture of tangible and intangible attributes, which are capable of being exchanged for a value, with ability to satisfy customer needs.

PRICE Price may be defined as the amount of money paid by a buyer or received by a seller in consideration of the purchase of a product or service.

PHYSICAL DISTRIBUTION There are two important decisions

relating to this aspect one regarding physical movement of goods and two, regarding the channels.

Channels of Distribution are set of firms and individuals that take title, or assist in transferring title, to particular goods or services as it moves from the producers to the consumers.

PACKAGING The act of designing and

producing the container or wrapper of a product is referred as packaging. There can be three different levels of

packaging. Primary package, Secondary packaged, Transport package.

TYPES OF CHANNELS(I) Direct distribution(II) Indirect Distribution Channels includei. Manufacturer - Retailer – Consumer (One Level Channel) ii. Manufacturer -Wholesaler - Retailer- Consumer (Two Level Channel) iii. Manufacturer - Agent- Retailer-

Consumer (Three Level Channel)

PROMOTION Promotion refers to the use of

communication with the twin objective of informing potential customers about a product and persuading them to buy it. There are four major tools, or elements of promotion mix, which are

(i) Advertising, (ii) Personal Selling, (iii) Sales Promotion, and (iv) Publicity.

TAGLINE

JAMMYY... YAMMYYY....

MARKETING STRATEGY ADVERTISING:

TELEVISIONPRINT MEDIAHOARDINGS

SALES PROMOTION:CONSUMER SALES

PROMOTIONTRADE SALES PROMOTION

4 P’S OF MARKETING MIX IN MY PRODUCT PRICE

ALLOWANCES AND DEALS

DISTRIBUTION AND RETAILER MARK-UPS

DISCOUNT STRUCTURE

PRODUCTQUALITYMODELS AND SIZESPACKAGINGBRANDS AND SERVICES

PROMOTIONADVERTISINGSALES PROMOTIONPERSONAL SELLINGPUBLICITY

PLACECHANNELS OF DISTRIBUTION

OUTLET LOCATIONSALES TERRITORIESWAREHOUSING SYSTEM

SWOT ANALYSIS STRENGHTA. STRONG BRAND NAMEB. EXCELLENT ADVERTISING AND

VISIBILITYC. GOOD PRODUCT DISTRIBUTION AND

AVAILABILITYD. LOTS OF FLAVORS AND VARIETIES

AVAILABLEWEAKNESS:A.FOOD PRODUCTS HAVE A LIMITED

SHELF LIFE.

STP OF JAM SEGMENT: PEOPLE WANTING TO HAVE A

SWEET BREAKFAST

TARGET GROUP: ALL PEOPLE IN THE UPPER AND MIDDLE CLASS

POSITIONING: MAKES FOOD INTERESTING

OPPORTUNITY AND THREAT

OPPORTUNITY:A. TIE-UPS WITH CORPORATESB. CHEAPER PACKETS FOR RURAL

AREAS. THREATS:

A.HEALTH CONSCIOUS PEOPLE AVOIDING SWEET.

B. HONEY

COMPITITORS 1. KISSAN JAM 2. DRUK JAM 3. MAPRO JAM

CONCLUSION OUR JAM CUSTOMERS ARE HIGHLY

LOYAL TOWARDS THE PRODUCT.THE AD WITH ACTRESS ENDORSING HAD A HIGHER BRAND RECALL.