Marketing Project on jam
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Transcript of Marketing Project on jam
MARKETING MANAGEMENT
CLASS 12 PROJECT ON fruit
JAM
ACKNOWLEDGEMENT It is not possible to prepare a project report without the assistance &
encouragement of other people. This one is certainly no exception.” On the very outset of this report, I would like to extend my sincere & heartfelt
obligation towards all the personages who have helped me in this endeavor. Without their active guidance, help, cooperation & encouragement, I would not have made headway in the project.
I am ineffably indebted to my principal for conscientious guidance and encouragement to accomplish this assignment.
I am extremely thankful and pay my gratitude to my faculty for her valuable guidance and support on completion of this project in its presently and special thanks to another faculties for her kind guidance.
I extend my gratitude to MY SCHOOLfor giving me this opportunity. I also acknowledge with a deep sense of reverence, my gratitude towards my
parents and member of my family, who has always supported me morally as well as economically.
At last but not least gratitude goes to all of my friends who directly or indirectly helped me to complete this project report.
Any omission in this brief acknowledgement does not mean lack of gratitude.
INTRODUCTION OF TOPIC CHILDRENS LOVE TO EAT SWEET
THINGS AND I WANT TO BECOME A VERY POPULAR AMONG CHILDRENS ALL OVER THE WORLD. MY PRODUCT IS JAM AND IT IS VERY GOOD TO HAVE IN BREAKFAST , TIFFIN EVEN IN THE ‘GOL ROTTI’.
MARKETING MANAGEMENT
Marketing management refers to planning, organising, directing and control of the activities which facilitate exchange of goods and services between producers and consumers or users of products and services.
MARKETING MIX Marketing Mix is a set of marketing tools that the firm uses to pursue its marketing objectives in a target market. The variables or elements of marketing mix have been classified in to four categories, popularly known as four Ps of marketing viz., Product, Price, Place and Promotion. These elements are combined to create an offer.
PRODUCT In common the word ‘product’, is used
to refer only to the physical or tangible attributes of a product.
In marketing, product is a mixture of tangible and intangible attributes, which are capable of being exchanged for a value, with ability to satisfy customer needs.
PRICE Price may be defined as the amount of money paid by a buyer or received by a seller in consideration of the purchase of a product or service.
PHYSICAL DISTRIBUTION There are two important decisions
relating to this aspect one regarding physical movement of goods and two, regarding the channels.
Channels of Distribution are set of firms and individuals that take title, or assist in transferring title, to particular goods or services as it moves from the producers to the consumers.
PACKAGING The act of designing and
producing the container or wrapper of a product is referred as packaging. There can be three different levels of
packaging. Primary package, Secondary packaged, Transport package.
TYPES OF CHANNELS(I) Direct distribution(II) Indirect Distribution Channels includei. Manufacturer - Retailer – Consumer (One Level Channel) ii. Manufacturer -Wholesaler - Retailer- Consumer (Two Level Channel) iii. Manufacturer - Agent- Retailer-
Consumer (Three Level Channel)
PROMOTION Promotion refers to the use of
communication with the twin objective of informing potential customers about a product and persuading them to buy it. There are four major tools, or elements of promotion mix, which are
(i) Advertising, (ii) Personal Selling, (iii) Sales Promotion, and (iv) Publicity.
TAGLINE
JAMMYY... YAMMYYY....
MARKETING STRATEGY ADVERTISING:
TELEVISIONPRINT MEDIAHOARDINGS
SALES PROMOTION:CONSUMER SALES
PROMOTIONTRADE SALES PROMOTION
4 P’S OF MARKETING MIX IN MY PRODUCT PRICE
ALLOWANCES AND DEALS
DISTRIBUTION AND RETAILER MARK-UPS
DISCOUNT STRUCTURE
PRODUCTQUALITYMODELS AND SIZESPACKAGINGBRANDS AND SERVICES
PROMOTIONADVERTISINGSALES PROMOTIONPERSONAL SELLINGPUBLICITY
PLACECHANNELS OF DISTRIBUTION
OUTLET LOCATIONSALES TERRITORIESWAREHOUSING SYSTEM
SWOT ANALYSIS STRENGHTA. STRONG BRAND NAMEB. EXCELLENT ADVERTISING AND
VISIBILITYC. GOOD PRODUCT DISTRIBUTION AND
AVAILABILITYD. LOTS OF FLAVORS AND VARIETIES
AVAILABLEWEAKNESS:A.FOOD PRODUCTS HAVE A LIMITED
SHELF LIFE.
STP OF JAM SEGMENT: PEOPLE WANTING TO HAVE A
SWEET BREAKFAST
TARGET GROUP: ALL PEOPLE IN THE UPPER AND MIDDLE CLASS
POSITIONING: MAKES FOOD INTERESTING
OPPORTUNITY AND THREAT
OPPORTUNITY:A. TIE-UPS WITH CORPORATESB. CHEAPER PACKETS FOR RURAL
AREAS. THREATS:
A.HEALTH CONSCIOUS PEOPLE AVOIDING SWEET.
B. HONEY
COMPITITORS 1. KISSAN JAM 2. DRUK JAM 3. MAPRO JAM
CONCLUSION OUR JAM CUSTOMERS ARE HIGHLY
LOYAL TOWARDS THE PRODUCT.THE AD WITH ACTRESS ENDORSING HAD A HIGHER BRAND RECALL.