PRODUCT LAUNCH

-bySyed Asif Murtaza

Shyamaldeep SharmaPratibha Kumari

Energy DrinkThe taste. The quench. The kick.

The global energy drink market is forecasted to grow at a CAGR of 13.38% in 2014-2018 to USD 4.1 billion, accounting for 8-9% of the global soft drinks industry.

The Indian energy drinks market is currently estimated at about Rs 700 cr and is expected to grow at a CAGR of 20-25%.

The carbonated drinks in India is close to Rs. 6000 cr and is growing by 10-12% annually.

Association with high octane sports such as the Indian Grand Prix and with eating out has further boosted sales and increased consumer awareness for these drinks.

Summary of the market

Launching its first product “VERVE” energetic drink.

ASP is a new beverage company which intends to enter the Indian energy drink market.

Its main objective to attain prospected market share by attracting different segments of customers- youths, sportspersons, party goers etc.

ASP(Amateur Spirit & Power Beverages) Pvt. Ltd.

To attain the unattainable with true spirit. To be one of the major player of the Indian market by building long term relationship with stakeholders.

We will work for thirst quenchers to deliver high octane energy, vitalize the mind & body to reap every endeavors of life. Bringing every enthusiast youth, sports person, party seekers together with the association of social responsibility. Growing a profitable network of partners and building a big family.

Energies Enthuse Adrenaline Rush Refreshment

Affordable anti-caffeine energy drink with Herbal extract( Ginseng, Ashwagandha, Mint)

Use of “GREENCAN”

Unique flavors- Ocean Blue, Lemon Crush, Orange Extremo, Rainy Berry

USP

* Red bull* Monster* Gatorade* Urzza

Major Players

A Value Proposition is a promise of value to be delivered. It’s the primary reason a prospect should buy from us.

‘’BOOSTING CONCENTRATION, ENDURANCE AND ENERGY FOR PHYSICAL AND MENTAL PERFORMANCE’’.

VALUE PROPOSITION

Marketing Mix

Distribution of the product will be consistent as done by most of the companies, involves intermediaries. However we intend to sell our products directly through campaign outlets and indirectly via online partners, wholesalers, retailers

As we are new in the market, our major stress will be on effective production and better quality.

Place

As a new comer our pricing strategy is to introduce our products in the market at lower prices so as to create huge demand in the market and then compete with other competitors.

Since the existing energy drinks are highly priced, many of the masses would prefer to have a nutritious energy drink at an affordable price, so our product is priced @ Rs 39.

Price

As ‘VERVE’ is the new start-up in Energy Drink section in India. So, the pricing method we going to use is the “Going-Rate Pricing". In “Going-Rate Pricing” small firm adopt the policy of “follow the leader”, they change their pricing rather than when their own demand or costs change.

Pricing Method

Above-the- line advertising Opinion leader marketing Event & experience marketing Free distribution of samples Promotion through Social Media

Promotion

In the presence of other sports and energy drink there is massive competition and will be difficult for ‘VERVE’ to have gain market segments. Therefore, ‘VERVE’ will introduce different flavors in drink.

‘VERVE’ will use innovation such a new and attractive packaging.

PRODUCT

Packaging is a powerful marketing tool. The packaging of any product has a powerful impact on the product's

success or failure because it catches the consumer's attention. We use the new GREENCAN® technology. Which is an

environmentally-friendly, cost-effective and recyclable packaging concept (recycled with cardboard).

GREENCAN® cans have a 92-98% recycled cardboard and virgin fibre content, and make packaging so much easier: with no metal base, plastic lid, tray or added film, the product is packaged directly in the can, safe from air, humidity and light

Packaging

Bring energy Re-vitalize body Flavored drink Refreshment Thirst quench

POINTS OF PARITY

Anti Caffeine No preservative and color Herbal extract(Ginseng) Vitamin and mineral content

POINTS OF DIFFERENCE

SWOT ANALYSISSTRENGTH-Health conscious drinkPrice, a competitive advantageAdequate availability of raw materialsDifferent flavors

WEAKNESSES-Niche playerBrand acknowledgement and imageConsumer awarenessMinimum marketing budget

OPPORTUNITIES-Advantage over caffeinated drinksGrowing industryPossible beverage partner with NEUFC of Indian Super League

THREATS-Cut throat competitionUnstable government policiesCheaper alternatives

DEMOGRAPHIC SEGMENTATION They mainly concentrated on young aged(18 and

above) who are primary consumers of the flavored energy drink.

Launched in year 2016, VERVE is especially formulated with scientifically proven ingredients like Ginseng,Ashwagandha,Mint,B Vitamin, Alpine spring water making it ideal for youths(18 and above).

It is focusing “The taste, The quench, The kick” compaign to promote VERVE as an essential energy drink for youths.

SEGMENTATION, TARGET AND POSTIONING

BENEFIT: Protien-7 grams, fat-2 grams, carbohydrates-

84 grams of which sugar is 70.3 gram. The major portion of the VERVE is

carbohydrates that easily breakdown in our bodies to provide energy.

Our energy drink “VERVE” fortifies with important vitamins and minerals like iron, B Vitamins, Vitamin A, D and E which is beneficial for our body.

BEHAVIOURAL SEGMENTATION

Most of the energy drinks promotional activities are based on the youngsters who get influenced by the effective and attractive advertisement.

It offers the unique combination of health and taste.

Thus it targeted youths and mainly sports persons concern for their health and taste preferences.

TARGETING

It has positioned itself as youth’s drink and has been promoting itself that way.

The tag line of the product VERVE is “ The taste, The quench, The kick”….

POSITIONING

www.reuters.com www.nuffoodsspectrum.com www.britishsoftdrinks.com Wikipedia Marketing Management by Kotler, Keller,

Koshy, Jha

References

THANK YOU

GRAB SOME

VERVE!!!