Prepared By:Sunil Chhajar

The Never Ending

Time

ProductDevelop-

ment

Introduction

Profits

Sales

Growth Maturity Decline

Losses/Investments ($)

Sales andProfits ($)

The course that a product’s sales and profits take over its lifetime

CHARASTERISTICS

1.SALES

2.COSTS

3.PROFITS

4.CUSTOERS

5. COMPETTORS

INTRODUCTION

1.LOW SALES.

2. HIGH COST PER CONSUMER

3. NEGATIVE

4. INNOVATIVE

5.FEW

GROWTH

1.RAPIDLY SALES.

2.HIGH COST PER

CONSUMER

3.RISING PROFITS

4.EARLY ADOPTERS

5.GROWING NUMBER

MATURITY

1.PEAK SALES.

2.LOW COST PER

CONSUMER

3. HIGH PROFITS

4.MIDDILEMAJORITY.

5. STABLE NO. BEGINNIN

G TO DECLINE

DECLINE

1.DECLINING SALES

2.LOW COST PER

CONSUMER

3.DECLINING PROFITS

4.LAGGARDS

5.DECLINING NUMBER

SOSYO IS IN INTRODUCTION STAGE.

LOW SALES

HIGH COST PER CUSTOMER

NEGATIVE PROFIT

CUSTOMER ARE INNOVATIVE

FEW BUT BIG COMPETITORS

Non Availability

Tastes like liquor

Less Known Brand

Is sold in Ahmadabad ,Rajkot , Surat & Mumbai only

New-to-the-world

Cost reductions

New product lines

Additions

Improvements

Repositioning

Sosyo has been discarded by the consumer

Positioning can be done with adequate improvements in the product

We have identified the segments and are going to target those segments

The new product will have improvements & additions of Mint flavour

Steps In New Product Development

To develop a new drink that doesn’t taste like Sosyo

To bring the same drink in different colours To develop a new drink that can quench

the thirst of the people To make a drink that is mint based To market a health drink To develop a diet version of the same drink To add some flavors to the same drink

Product ideaProduct conceptCategory

conceptBrand conceptConcept testing

20-11

Strength of Class= 55Who doesn’t prefer= 2Who prefer soft drinks but not Sosyo= 47Reasons for non preference:1.Taste 2.Colour3.Non Availability 4.Brand Unawareness

To develop a new drink that doesn’t taste like sosyo

Develop a new drink that can match with the taste preferences of the target market like a health drink or a diet drink

Marketing Strategy Development

Stage-I

Stage-II

Stage-III

Target market

Product positing

Sales, market share &profit goals

B school students of IBS sec-c who are young, well –educated, moderate to high income.

Positioned as refreshing,Cool , stress buster and a soft drink with a different taste

Stage-II

Planned price

Distribution Marketing Budget

200 ml-7300 ml-10

Tie up with major distribution channels\Dealers with IBS nearby shops.And canteen selling more than 550-600 bottles addl discount of 5% except the normal 10% on list price.

Rs. 4 per bottle

Long Term Sales

Profit Goals

Marketing Mix

ROI- 15-20%

PROFIT @ Rs.1 per bottle

Amount expected to be raised 15-20% and research should be reduced 5% every year.

Projected Sales- 450-500 bottles/month

Review of sales

Costs-Rs.6/bottle

Projected profit- Rs1/bottle

Here R & D or engineering develops the concept into physical form:

A pet bottle of 200 & 300ml A diet version of Sosyo(less than 1

calorie) Tastes like mint

AUGMENTED PRODUCT

CORE BENEFITQuenching the Thirst refreshingly

ACTUAL PRODUCT

DELIVERYAND CREDIT“Bulk Discount on Bulk Purchase”

INSTALLATION WARRANT

Y

AFTER SALE SERVICE“Continues feedback”

PACKAGING“Attractive Pet Bottle”

QUALITY LEVEL“Superior”

DESIGN“Persuasive”

FEATURES“Mint Form”“Diet Version”

BRAND NAME“Minto”

THREE PRODUCT LEVEL

A stage in which the product and marketing programs are tested in more realistic market settings like :

1. Distributing free samples of 90ml.

2. Targeting the group leaders .

3. Promoting the product with ads and banner within the campus area.

Sponsoring events of the college like Scintilla, International Conferences.

The product will be launched during first week of April.

Where to launch the product? - IBSA SEC-C

9-21

The differential effect that brand knowledge has on consumer response to the marketing of that brand

Endowing products and serviceswith the power of a brand.

Brand EquityBrand KnowledgeKnowledge

THOUGHTS

FEELINGS

IMAGES

EXPERIENCES

BELIEFS

Associations

Brand Associations

Strong

Unique

Favorable

Brand Promise

Promise

The marketer’s vision of whatthe brand must be and do forConsumers.

Secondary Sources of Brand Knowledge

Develop new brand elementsDevelop new brand elements

Apply existing brand elementsApply existing brand elements

Use a combination of old and newUse a combination of old and new

Elements

Slogans“Minto Ho Saath to

ban Jaye Baat”

Brand name“Minto” USP

“Mint Based Drink”

Logos

SymbolsCharacters

More for more

More for same

More for less

The samefor less

Less for less

More

The same

Less

More

The same

Less

Brand Positioning Map

Brand Elements

Marketing Activities

Meaning Transference

•Using the Brand Elements & leveraging Secondary Associations to create higher Brand Equity

•Creating SCHEMA by creating STRONG, FAVOURABLE AND UNIQUE associations with the students

•Increasing Brand salience and re-use by the differential response to the brand

•Extending the Brand Equity of Sosyo to the new Brand creating a Brand Family.