Subject:- Marketing Applications & Practices

Topic:- FMCG SectorSubmitted To:- Prof. Ashwin KherOriental Institute Of Management

Group membersNAME ROLL NO

Dipti Bapardekar 9105

Aakanksha Bhandari 9106

Vidya Menon 9132

Deepa Shetty 9152

Gayatri Suryavanshi 9257

Komal Suthar 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  FMCG Categories 

Baby foods Cereals Instant Formulas

Biscuits & Bakery

Glucose Biscuits Marie BiscuitsSalt and Sweet Biscuits Cream BiscuitsDigestive Biscuits Salt BiscuitsCookies Wafers

ConfectioneryChocolates Mouth Freshners

Candies EclairsGums Mints

Dairy Products Butter Cheese

Drinks

Aerated Drinks Mineral WaterFlavoured Milk Milk Based DrinkJuice Concentrates JuicesSquashes  

Food Additives Baking Powder Custard

Hot BeveragesCoffee TeaHealth drinks Milk Powder

Processed FoodsHoney SaucesJams Pickles

Ready to CookInstant Noodles Regular NoodlesPapads Regular Pasta

SnacksChips NamkeenSweets

FOODS Genres & Categories

Contents

Marketing strategyCompany profileMarketing analysisSWOT analysisSituational analysisMarketing mixSTPManufacturing processFuture planProjected profit & loss

COMPANY PROFILECOMPANY NAME: Koko Lite Pvt LtdFIRM: PARTNERSHIP FIRMADDRESS: PLOT NO.33, Behind civil station compound, Palakkad -678001 ,Kerala.PARTNERS:

Dipti,Aakanksha,Vidya,Deepa,Gayatri,Komal

INDUSTRY: FMCGPRODUCT: Koko Lite - “one natural

experience”LAUNCH ON : 1st April,2010.

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

EMERGING BEVERAGE TRENDS

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%

SWOT ANALYSIS

Shorter Shelf LifeRigid Mentality of PeopleLacks popularity

Govt Subsidy

Competition( Vendors)Existing Brands

SWOT

STRENGHTS WEAKNESS

OPPORTUNITIES THREATS

Situational AnalysisSituational analysis means data on

sales, cost, the market, competitors and the various forces in the macro environment

CompetitorsPanchranga groupThe little export companyFortune beverages pvt. Ltd.Philoden exports pvt. Ltd.Shreejal coconut water

Marketing Mix

PRODUCTQuality- PremiumFeatures- Fat Free, Promotes Weight

Loss, Raise metabolism , controls diabetes, treats kidney stones.

Brand Name- Koko LitePackaging- Tetra PackSize- 200ml

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

Marketing MixPromotionAds in Newspapers and Best BusCoconut FestivalTie up with GymsSponsor Sports Events in Schools &

CollegesFree SamplesTie up with Airways & Railway Pantry

CarTie up with ‘Dosa Plaza’

Marketing MixPlaceChannels- Wholesalers, Retailers &

AgentsCoverage- MumbaiInventory- Cold StorageTransport- Rail, Road & Water

STP 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 Attitude towards product – enthusiastic, positive, indifferent,

negative, hostile

target

Single segment concentrationThe firm gains a strong

knowledge of the segment’s needs

Achieves a strong a strong market presence

If it captures segments leadership, the firm can earn a high return on its investment.

PositioningPositioning by product attribute 2

min noodle and now they r health product

Real juice, frootyWhat specific benefit that

product offersIts not fastIt 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.  

The water is then transferred into a refrigerated tank held at 6°C to avoid fermentation andenzymatic deterioration during further processing.

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