GLUCON-D

By

B.Sandeep

Roll no:40

About Heinz

HJ Heinz Company is the iconic US based global food giant.

Heinz with its global reach offers a range of 5700 product varieties.

Heinz India Pvt. Ltd was formed in the year 1994 by buying out the consumer product division of pharmaceutical company Glaxo .

HJ Heinz Co a readymade portfolio of brands such as Complan, Glucon-D, Nycil and Farex

About Glucon-d

Glucon-d was introduced in 1933 and has been the category creator and dominant market leader ever since.

Glucon-d was adjudged as the 14th most trusted brand in the Brand Equity Survey 2009.

Glucon-d is the leader in the instant energy drink category and enjoys a 70 per cent market share as against Dabur's Glucose and Wipro's Gluco-Vita.

Marketing mix

Product

Product is any thing that is offered to satisfy the need of the customer

Glucon-d is a glucose based beverage and is available in powder form with 99.4 % of pure glucose it is easily absorbed by the body and is available for energy instantly

Product mix

Product width:-No. of different product lines Heinz India Pvt. Ltd has product width of 5 Tomato ketchup Complan Nycil Glucon-d Farex Sampriti ghee

Product depth:-No of different variants in product line

Glucon-d tangy orange Glucon-dFruit energy- pineapple Glucon-d nimbu pani Glucon-d Fruit energy orange Glucon-d regular

Product length:- The ‘length’ refers to the sum total of number of items

in each product lines. Product length for Heinz is 45.

Consistency:-

Glucon-d and its flavours are very consistent because its only deals with energy drinking and its flavours also gives the same.

Price

Flavours Package size Price in Rs

Glucon-d

regular

100gm

200gm

500gm

1kg

19.00

36.00

80.00

125.00

Glucon-d tangy orange

100gm

200gm

500gm

24.00

45.00

99.00

Glucon-d

nimbu pani

100gm

500gm

22.00

97.00

Pricing strategy

Initially Glucon-d was using skimming strategy but based on the market conditions aspects , at present the glucon-d is using product line strategy.

Glucon-d follows a pricing strategy that asks a higher price and discounts on the other hand.

Competitors pricing

Placing

Glucon-d is distributed to all suppliers & wholesalers and from suppliers to retail outlets

Over 1,600 Distributors reaching out to 4.5lakh retailers across the country

Manufacturer

Mother depot

Distributor of the state

Local distributor

Retailer, Medical shops,Kirana stores ,malls

Promotions

Promotions through

TV advertisements

News papers

print media

Retail outlet layouts Sales promotions

Segmentation Targeting& positioning This product is segmented on both low end and high

market. Glucon-d has undifferentiated marketing Glucon-d is targeting all groups of buyers Glucon-d is mainly concentrating during summer

season Glucon-d….. Replenishes lost energy Glucon-d is positioned as energy drink with strong

brand image.