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Mini Project in Marketing Essay

PROFESSIONAL SUMMARY: Including the company profile and its items. This likewise consists the target market plus the segment.

The business has discovered the need of the soft drinks specifically for the children. Hence the company desires to introduce the new product into the market for children but the organization does not wants to confine for the children and so the drink may also be used by the all age groups. The product is manufactured under Prathik & Pavan Pvt Ltd shortly generally known as p&p limited. which is under the group of SUPREME BREWERIES. The item names range from the REFRESCO, Snapple, LITE and SMOOTHY.

These items include oxygenated and no aerated drinks both for the children and also for the all teams. For these items the target marketplace include the primarily children and also the all age groups. The income amount target market may well not affect the shopping for and demand.

Vision: Development for management which states growth with quality and customer interest and profit. Vision declaration shows the next Customer attention Profit objective with probe Leadership on the market Mission: give opportunities to get growth and enrichment to our stake holders. We shoot for integrity and honesty. Achieving best syndication by which merchandise can reach to the consumers as early as possible.

Desired goals: The primary goal of the organization is to serve the requirements and would like of the consumers. To improve and enhance the satisfaction levels of the customers. To supply and supply the company’s product in every corner in the target market. Targets: The primary goal of the firm is to have got a command position on the market.

To make the product as universal so that the consumers will require the product for each and every visit to the retailer by simply next three years. To achieve the 500000 units to trade per annum by next four years. Increasing the business to all over the markets in southern region India by simply next ten years. CORE PRODUCT: The main product within our product is the drink which will we are supplying.

ACTUAL ITEM: The actual system is in the softdrink is the bottle size as well as the shape of the bottle. Real product constitutes the zero caffeine which in turn causes the health related problems. Actual product can consist of the many variants and flavors’ that include aerated and non aerated drinks. AGUMENTED PRODUCT: The augmented product is the packaging and the distribution net work. And consumer can consume half the drink and they can store the rest of the drink and may consume at later stages with taste remain just like at the time of covered pack.

Augmented product from the soft drink also consists of the other presents which include the tours and trips. This also includes the lunch and dinner together with the brand ambassadors of the firm. TARGET MARKET: The prospective market for soft drink is a children as well as the age group existing above almost eight years likewise but the primary target continues to be children. The children who obtaining the age above 8 years they can ingest.

We are focusing only on Hyderabad marketplace and the item can affordable by the middle class and lower central class. Location statement: The corporation wants to provide the customers with top quality drinks that will not have any affects on the customers. Serve the quality, be the very best.

This kind of statement ensures the customers the fact that company provides the best quality from the products. This kind of photo implies that the product assures the coolness. MARKET EXAMINATION: As the company mainly goals the Hyderabad market.

And targeting the mass market here the business targets all the segment children’s and their parents. Our key target is definitely children’s yet we are likewise targeting their particular parents since they are the initiators in the case of children’s the parents are definitely the decision creators so we are targeting these people. The children’s constitute our overall marketplace.

As there is not any soft drink especially catering for the children it will help the company to sustain in the market with the substantial market share from your players. This kind of USP really helps to attract the consumers for the soft drink. Factors affecting the buyer behavior in ordering: There are various elements that entail in the obtaining the soft drinks which include Cultural factors: With the increase of the literacy and awareness in the present days you will find no cultural factors. However there are some situations where there will be behavior design changes due to some cultural factors like festivals Interpersonal factors: These factors entail consumer’s family, small groups and position.

The number of children decides the buying of the product. For example in the event the children are more than the elders in the family then this decision is based on concerns with the children. The buying of the soft drink cans depends on the position and right now there lifestyle. DEMOGRAPHIC: The soda is mainly concentrating on towards the children’s Age: Kids (Above the 8 years) Young Adults (18-24 years) Age bracket of 25 and above GENDER: Equally male and female GEOGRAPHIC: Hyderabad market PSYCHOGRAPHIC: The life style of the parents and the purchasing habit.

The life style of the parents takes on a major role since the purchasing decision eventually lies with them. BEHAVIORAL SEGMANTATION: In behavioral segmentation the company largely focused on the fogeys who are typical the health aware of their children. The company focuses on the kids who will be attractive for the soft drinks and the consumers.

MARKETPLACE SIZE: Currently the population of the Hyderabad is usually 6, 809, 970. Because the soft drink is a product for all the consumers no matter income, era and sex. The market dimensions are huge with respective of population.

Throughout the case of soft drink we all can’t say exact potential customers because this is known as a generic merchandise and it can become affordable by everyone regardless of income amounts and grow older and love-making. Unmet requirements by the opponents: No company acquired the beverage that caters specially for the children as well as the mass buyers as well. The business wants to the address this problem which can satisfy the children within a healthy way. The company’s product is likewise targeted to the mass buyers. The product which mainly concentrates on the children soda will customers to think about the product.

This makes product as manufacturer and and places the merchandise position within a satisfactory list. PESTL RESEARCH: P-POLITICAL EVALUATION: In Hyderabad the political effect will be on the business. The allocation of the money from the federal government and the taxation on the organization will affect the business.

The change in the political get together will have the change in the policies, plus the regulations. The change in procedures like restrictions in the product ingredients. The political concerns will impact the distribution from the product, manufacturing the product and other issues related to the local and regional parties. E- ECONOMIC ANALYSIS: The GDP of the country takes on a major function on particular business within the country.

The recession will certainly affect the business like people lost all their jobs as well as the purchasing boils down. S-SOCIO ETHNIC ANALAYSIS: Now-a-days the lifestyle and attitudes will be changing. Those are becoming more health conscious of their children’s wellness. Because the additional soft drink payers are making the merchandise with the ingredients that will affect the children’s health.

T-TECHNICAL ANALYSIS: Now a day the people are more aware of the technology. The company has high end equipment to produce the merchandise. And the company having the technology which is recycles the utilized bottles. As well as the company uses the technology in the offers. L-LEGAL EVALUATION: The company has to follow the suggestions of the government.

The plant has to set up in outside the city the rose has to be not really creating any difficulty to that area. While deciding the working hours and income the company must follow the govt rules. DISCOVERING THE WISHES AND NEEDS YOUR PRODUCT ACTS: The company is launching comfortable drink especially for children’s and in addition serves the need of the various other age groups irrespective of the income and sex. The corporation is offering this product at a affordable price plus it offering three different flavours. And the method available to everyone within the metropolis.

The company is definitely tie up with the restaurants and bakeries and malls to sell the product. The corporation is keeping the quality inside the product and along recover price. The soft drink this quenches the thrust with the children it doesn’t crest any other unwanted effects like weight problems etc . each of our product includes less quantity of caffeine when out-do other soft drink manufacturers. The caffeine is usually not dangerous for adults but it really creates the medial side effects pertaining to childrens.

COMPETETOR ASSESSMENT: The organization is contending in the food and drinks industry. Soft drinks come below oligopoly marketplace where the marketplace has just limited businesses. The industry in India is being estimated to grow at 15% 17% this year, in accordance to specialists.

Food and beverages section has not suffered despite the slowdown in the economy. In the beginning the growth level is very lower in food and beverages since the awareness regarding the soft drinks is less plus the distribution net work can be not very well. And the rates are large at primarily and later the prices are reduced. Growth charge: The softdrink industry is usually expected to post a 14% growth in value terms in ’03, partly due to increased consumption due to selling price cuts by soft drink firms at an normal of 15% across all brands. The purchase price decrease is mainly because of the competition and also to increase the competition.

The retail price cuts happen to be aimed at increasing the consumer base for sodas. Market share of different players in soft drink part: PORTERS FIVE FORCE UNIT: Threats of new entry Substitutes Revelry between your firms Bargaining power of suppliers Bargaining benefits of customers your five FORCE Type of the company involves Treats of new entry: The treat in new traders is reduced in the market because the initial expenditure or capital that is required for the traders is large. The profits and profit margins inside the soft drinks companies are high. The business enterprise is very rewarding. Hence the top players or perhaps other companies may possibly enter into the industry.

Substitutes: Present market has very high handle of the substitutes as a organization. This is because from the people perception that the beverages may cause the health issues. Together with the introduction with this new product may possibly address this types with the issues and may sustain available in the market.

Bargaining power of suppliers: Considering that the firm is usually entering into the market with fresh brand and product you will see a much less power with the company to with the suppliers for the credit and supplies. Therefore the negotiating power of the supplier will be very high in which the firm offers less electrical power with it. Bargaining power of buyers: In the beginning when the firm launches the product in the market you will have less with the company.

Absolutely free themes who incorporate individual consumers, wholesalers, retailers etc can expect the discounts and will bargain pertaining to the low value. Treat of rivalry: At present market contains very high competition even though you will find limited players. There is a just about every chance of disorders from huge and even local players. DIRECT AND INDIRECT COMPETITORS: The competitors in the company are divided into immediate, indirect plus the substitutes which can eat the company’s profit one or other way. The direct opponents of the company’s products.

Underneath are the aerated drinks COKE PEPSI LIKE THIS COMMENT Competitive positive aspects: Even the organization enters in to the market high are big players it has its own competitive advantages. The organization having its existence in only HYDERABAD it can seem and pay attention to its regional markets. The organization can have a direct relation together with the retailers and wholesalers. Business can directly interact with the area consumers.

You can actually the company to cope with the issues about the product as well as distribution. Considering that the consumers are limited to the local part of HYDERABAD it truly is easy for the company to prediction the demand and may supply accordingly. When it comes to syndication it will be easy to get the company to obtain easy access mainly because it is community which is well-known. Competitive down sides: The company may struggle in raising the main city for purchase and retaining reserves. The consumer’s acceptance may not be adequate since you will discover big players in the market.

The administrative centre that is available together with the company is much less and the not any experience could be some restrictions to the company to operate and do business. There could be threat of attacks through the other competitors which can be direct and indirect. MARKETING STRATEGY The company marketing target is to be the leader in terms of product sales and in terms of earnings and business. Attracting the client by maintaining the high quality and the value. The company uses the online strategy to differentiate the product from its competitors.

That can help to the organization to gain competitive advantage. Marketplace strategy entails the following: Market scope: Since the company focuses the many sections like aerated and nonaerated drinks therefore it is the multimarket segment. Geographic market approach: Initially the firm concentrates mainly in the HYDERABAD industry which is regarded as the local marketplaces. Marketing entry strategy: The segment is in the stage of maturity.

Consequently entry into the market is regarded as the INITIATOR since there is no soda which is focused specially on the children and can be catered towards the all age groups. To outlive in the market the corporation needs to comply with certain marketing plans. PROMOTION: The promotion intended for the product will probably be happen with all the set of advertisings which include the cartoons to draw the children and an the film superstars to grab the attention of the adults and also the group of add which usually consists of prior generation actors who can have attention from the elders.

The soft drink is primarily targeting the children’s so the company making a add campaign which includes mainly canton. This kind of attracts your children towards the item. As the item is also pertaining to the adults and the parents, the advertising and marketing will concern with the film stars and other set of eye-catching ads. The ads will probably be aired inside the all regional channels who have a substantial TRP ratings.

People also be pair of ads that is played from your radio programs and FM stations. People also be a specific campaigns and designs which will be selective towards the publications and information papers which will attract the consumers. There will also be hoardings and wall structure hangings representing the company’s product.

People also be pamphlet campaigns. Organization also can select road displays and displays in department stores and multi-plexes which brings the more understanding of the product to the customers. Trade schemes which are benefits to traders and consumers techniques like discount rates, offers and many others, which benefits to specific consumers. Organization can also use these because the advertising schemes which will encourage absolutely free themes to buy.

ELOBRATION OF 4P’S: The 4P’s are 1) Product 2) Price 3) Place 4) Promotion MERCHANDISE: The product is soft drink. That quenches the thrust in the children’s and it doesn’t creating any side effect to the children’s. And it gives the energy to the children’s.

The product is usually to the all age groups but the primary focus is definitely on the children. The product name is refrsco and the method manufactured P&P PVT LIMITED and sold by the GREAT BEVERAGES. MAIN PRODUCT: softdrink. ACTUAL MERCHANDISE: bottle shape and size and design and style.

AGUMENTED MERCHANDISE: monetary and non economic benefits that the consumer together with the product. SELLING PRICE: The price of the merchandise will be determine by based upon the fixed cost plus the variable cost like manufacturing cost as well as the transportation price all costs will be consider while identifying the price. The pricing will be done based upon the competitor’s price.

The prices will vary based upon the quantity of the drink. PLACE: The company possessing a good distribution network plus the product will be available in all the places of Hyderabad. The company having both indirect distribution and incentive circulation net function. In direct distribution the company doesn’t offer the product to customer. And in incentive distribution the company having its own shops which are tiny in size and others are placed in near to the parks and play grounds and schools.

The corporation tries driving the product towards the distributor or perhaps supplier by giving the control schemes. Plus the company tries pulling the product by the clients by providing the customer schemes. The business having effort with eating places and theatre halls and retail stores and shopping malls to create availability of the merchandise. And the business also putting the snack machines in railway channels and in gas filling channels.

PROMOTION: The organization following the different type of promotional activities. Making the ads with cartoons and in a different way to understand the children’s easily. The company mainly promoting the merchandise through the television and through printed mass media likes pamphlets and news paper and hoardings and lollipops and so forth The company resulting in the awareness applications about the merchandise. And business having a place with A. S. S. R. T. C to promote the product. Now a days all the town busses having TV’s inside the busses hence the promotion through these vehicles will create exceptional difference in the competitors.

In Hyderabad Most people will travel around in town busses this will help to the company to gain the market share. The company endorsing the products through websites as well and through tele dialling and throughout the trade festivals and through direct marketing. For the suppliers the company promoting the merchandise by giving the discounts and creating various other offers just like foreign trip like etc . For the customer the company advertising the product by giving discount around the product or giving several percentage of soft drink extra with the same price.

And another provide like getting together with our brand ambassador and giving movie tickets etc . Initially there is also a need to take up the push strategy where the product is pressed by the dealers to the consumers to buy. This could be done only if there is only the awareness regarding the product. At first when the method launched in to the market the sales that is certainly estimated is virtually 60000 to 75000 models as per the regional sales of other businesses. The company desires to be the growth of the nearly 12% to 18% pertaining to the first 3 months of its presence with the intense and dedicated advertising and promotion.

And so the sales would be 75000 to 90000 units. After the wonderful campaigns and attractive goods of the organization the revenue may boost up to the thirty percent which is nearly 100000 to 120000 devices. The company outlook its product sales as practically 1200000 units per annum in which the company likewise expects to grow while using rate of 17-20% that may bring the product sales up to 135000 units per year on an normal. Profit and margin estimation: The organization expects the limited or low profit margin in the beginning since there will be trade and consumer plans which will reduce the company’s profit. The company desires to get the substantive profits coming from 6 th or 7th months from the first yr when the product is being introduced.

The company estimates to have a income margin of 20-25% of profit margin on each device irrespective of bottle of wine size which is low when compared with other players in the market. The above mentioned profit margin will be limited to the initial 4 or 5 several weeks of kick off of item. When the business grows to get the your five months the profit margins will also increases while using increase in the necessity.

Then the company expects to possess a profit margin of the 35-40% on each bottle of wine. Strategies for next: Advertising: Advertising and marketing includes advertisments and tv ads and radio special offers. These are the expense in advertising the company’s products and create the awareness. This will incur the expense of nearly 55 to 55 lakhs per annum.

And another 5lakhs per annum will be necessary for the company for other programs which include reveals in malls, road reveals and other marketing promotions. The hoardings and lollipops will bear the 10-12 lakhs g. a Which means company want to invest nearly 25lakhs for advertising. Direct advertising: Direct advertising involves conversation about the product to the clients directly through emails, mobile phones online screen ads, brochure distribution, marketing letters, and outdoor marketing.

The above actions will also bear certain amount in the investment which is nearly a couple of lakhs. Online marketing: Internet marketing is the powerful application to promote the brand in the market with less price and investment. This involves the creation from the website and links which will provide the advice about the product and the company. This could involve 5 lakhs per annum.

Consumer advertising: The consumer is definitely attracted to the product only when you will find offers around the product launched launched. This requires giving the free samples, discount presents and other benefits. This as well involves the expense of nearly 8 lakhs where company may well not get it right away. Trade offers: The trade promotion requires giving rewards to the investors who advertise and promote the company’s products. Providing benefits towards the traders helps the company even more.

The company desires to fees 12 does not have. Public regards: This includes maintaining relation while using customers along with with the world. This involves the healthy techniques in the business. IMPLEMENTATION AND CONTROL PLAN The organization is pursuing the line framework sales force structure because from this the employee doesn’t get orders from other departments they get the orders off their sub ordinates only. This can be helpful to the company in terms of reducing the regret rate.

With this composition the employees is going to satisfy The organization is in Hyderabad it has 4 zone every single zone requires four sales executive and one sales manager. The sales business owners will go to the market and interact with the shops people and with the distributors. And the revenue manager watches the sales and preserves the relationship with the distributors and retailers.

Based on this the business requires some persons pertaining to zone sales manager and 16 people for product sales executives and one senior manager for all these areas and specific zones he will be the head. The executive can report to the zonal manager and the zonal manager will certainly report to the senior revenue manager. The organization requires the six persons for customer support and for roundabout marketing. The HR office is in the firm which assists the product sales teams by providing training the right way to interact with the consumer how to fix the objections raised by the customer.

The HR division always provides the training to sales people and upgrade s i9000 them to the present scenario. As well as the indirect advertising team will support the sales team by giving the leads.

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