Aguapuro Equipments Private Limited, Mumbai, Carbonated Soft Drink Projects
Sosyo - A carbonated Drink
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Transcript of Sosyo - A carbonated Drink
SOSYO : Low Carbonated Fruit Based Health Drink
PRESENTED BY:Nikita Sanghvi
Roll no.: 27
GROUP: 2
A SIP OF HEALTH AND FITNESS
STEVENS BUSINESS SCHOOL BATCH : 2009-11
SOSYOSTEVENS BUSINESS SCHOOL
PROBLEM
"SOSYO" A FRUIT based carbonated soft drink available in Ahmedabad, Rajkot, Surat and Mumbai.
Target Customer: BUSINESS STUDENTS LIKE US
Develop an appealing position for the brand Form strategy to execute that positioning. Suggest an online marketing plan : use of
"Social networking sites". A plan to make the brand national as well as
global
BATCH : 2009-11
SOSYOSTEVENS BUSINESS SCHOOL
THEORETICAL FRAMEWORK FOR TARGET CUSTOMER
BATCH : 2009-11
REFERENCE – PHILIP KOTLER – 12TH EDITION – PAGE NO 174
Geographic • Country• Zone• Density• Climate
Demographic• Age• Gender Ratio • Family life cycle• Disposable Income• Occupation• Education• Nationality
Psychographic• Life Style• Personality
Behavioral• Occasion• Benefits• User status• User rates• Loyalty status• Readiness stage• Attitude toward product
SOSYOSTEVENS BUSINESS SCHOOL
TARGET CUSTOMER PROFILE Segment: Single-Segment Concentration
Geographic
Country: India Zone:
East – 2.5% West- 90% South- 2.5% North – 5%
Density: Urban Climate: Hot & Humid
BATCH : 2009-11
SOSYOSTEVENS BUSINESS SCHOOL
Demographic Age: 19 - 28 years Gender Ratio (m: f): 3:1 Family life cycle:
Young – single – 95% Young – married without children – 5%
Disposable Income :> =Rs. 5000 p.m. Occupation:
Students – 95% Businessmen – 5%
Education: Minimum Graduate Nationality: Indian
BATCH : 2009-11
TARGET CUSTOMER PROFILE
SOSYOSTEVENS BUSINESS SCHOOL
Psychographic
Life Style: Strivers, Achiever, Experimenters Personality:
Gregarious – 10% Ambitious – 60% Fun loving – 30%
BATCH : 2009-11
TARGET CUSTOMER PROFILE
SOSYOSTEVENS BUSINESS SCHOOL
Behavioral Occasion: Regular Benefits
Quality – 30% Economic - 60% Hard drink taste – 70%
User status Nonuser – 50% First time user – 20% Regular user – 30%
Usage rates No use – 70% Light use – 10% Medium use – 20%
Loyalty status: • Brand Switchers : 70%• Brand Loyal : 30%
Readiness stage: Unaware-30% Aware – 50% Liking – 5% Informed – 5% Interested – 10%
Attitude toward product Enthusiastic – 0% Positive – 30% Indifferent – 20% Negative – 50%
BATCH : 2009-11
TARGET CUSTOMER PROFILE
SOSYOSTEVENS BUSINESS SCHOOL BATCH : 2009-11
THEORETICAL FRAMEWORK FOR CONSUMER BUYING BEHAVIOR
• Culture• Sub-culture• Social class
Cultural factor
• Reference group• Family• Roles & statusSocial factor
• Age & Life cycle stage• Occupation & economic situation• Life style • Personality & self concept
Personal factor
• Motivation• Perception• LearningPsychological
factor
REFERENCE – MARKETING MANAGEMENT BY KOTLER, KELLER, KOSHY, JHA 13TH EDITION – PAGE NO 142
SOSYOSTEVENS BUSINESS SCHOOL
CONSUMER BUYING BEHAVIOR
Cultural factor
Nationality & Racial has no effect Sub-culture:
Party at every festival, birthday Social class
o Hostel – 40%o Local – 60%
Social factor
Reference group Primary group: Friends/Family – 60% Secondary group: Professional people – 40%
Status & Role Role: Student Status: Senior BATCH : 2009-11
SOSYOSTEVENS BUSINESS SCHOOL
Personal factors Age
More than 19 years old Gender ratio (m: f): 3:1 Stage in life cycle
Bachelor stage – 95% Married stage – 05%
Occupation & economic situation Students – 100%
Life style Pleasure seeker – 70% Intrinsic progressive -
30%
Expenses per month on drink <Rs100 - 20% >Rs 100 and <Rs 300 –
60% >Rs 300 – 20%
Time spent at campus: Average 8-9 hrs per day
Personality & Self concept Sincerity – 10% Excitement – 15% Competence – 20% Sophistication –25% Ruggedness – 30%
BATCH : 2009-11
CONSUMER BUYING BEHAVIOR
SOSYOSTEVENS BUSINESS SCHOOL
Psychological factor
Motivation Self motivated – 15% External factors - (Parents,
teachers, businessmen, actors, national heroes ) – 45%
Both – 40% Perception
Black coloured drink as Hard Drink – 15%
Black coloured drink as Soft drink with hard drink taste
– 85%
Learning Advertisement – 60%
Print media-20% Broadcast media-25% E-media-15%
Personal experience – 25% Experience of others – 15%
Attitude & beliefs Brand loyal – 30% Brand switchers - 70%
BATCH : 2009-11
CONSUMER BUYING BEHAVIOR
SOSYOSTEVENS BUSINESS SCHOOL
NARRATION OF TARGET MARKET
BATCH : 2009-11
The group of management students like us Young – single (95%) of urban area who falls into the age group of 20-28 years.
They are achievers, strivers, excited about trying new things, looking for changes, fun loving(30%), ambitious(60%), enthusiastic and motivated by self (15%)as well as by others(45%) such as parents & teachers.
They are health conscious and pleasure-seeker(70%). They are brand switchers(70%). They have a disposable income of >= Rs. 5000 per month
and 60% of them sends Rs 100 to Rs 300 on soft drink per month.
60% of our target consumers learn through advertisement in which Broadcast media has major impact(25%).
SOSYOSTEVENS BUSINESS SCHOOL
Identify the target market
Identify the points-of- parity & points-of-difference
BATCH : 2009-11
THEORETICAL FRAMEWORK FOR POSITIONING
REFERENCE – MARKETING MANAGEMENT BY KOTLER, KELLER, KOSHY, JHA 13TH EDITION – PAGE NO 282
SOSYOSTEVENS BUSINESS SCHOOL
KNOWLEDGE STRUCTURE FOR SOSYO
Low carbonated drink ©
Party time ©
SOSYO
Heritage drink ©
Easily available ©
Economic drink ©
Health drink ©
Youngster ©
Kala khatta color ©
Stress buster (a)
Refreshing (a)
Achievement (a)
Fun loving
(a)
BATCH : 2009-11
Alcoholic taste (a)
SOSYOSTEVENS BUSINESS SCHOOL
POSITIONING OF SOSYO
Positioning statement
“To young achievers, a fruit based carbonated heritage drink, acts as a catalyst to cleave stress and rejuvenate ones mind and body and crutch ups the triumph. ”
“A SIP OF HEALTH AND FITNESS”
BATCH : 2009-11
SOSYOSTEVENS BUSINESS SCHOOL
STRATEGY FOR POSITIONING OF SOSYO
To position Sosyo as a Healthy and Heritage
drink among the targeted market using the
favorable brand elements
BATCH : 2009-11
SOSYOSTEVENS BUSINESS SCHOOL
Advertising
Sales promotion
Personal selling
Publicity
PROMOTIONAL TOOLS
BATCH 2009-11
SOSYOSTEVENS BUSINESS SCHOOL
INFORMATIVE
• Telling The Market About the product
• Building a distinctive identity of Sosyo
MESSAGE STRATEGY
• Customer benefit appeal
• Distinctive & believable
OBJECTIVE OF PROMOTION
BATCH 2009-11
SOSYOSTEVENS BUSINESS SCHOOL
FACTORS TO SELECT ADVERTISING MEDIA
• Reach - Concentrated Market : Business Students like us
• Frequency - high / intense
• Impact - Preferred Choice
BASIS FOR MEDIA SELECTION
• Target-audience media habits
• Product characteristics
• Message characteristics
• Cost
OBJECTIVE OF PROMOTION
BATCH 2009-11
SOSYOSTEVENS BUSINESS SCHOOL
PROMOTIONAL TOOLS
Advertisement Print media
Newspaper – Times of India, Economic Times, Ahmadabad Mirror Magazine Business Journals – India Today Point of purchase displays
Broadcast media Television ( telecast during International Cricket Matches, Management
talks)
Display media Bill boards – AMA(IIM road), Gujarat University, MM (CG Road), Vastrapur
Lake, Isckon temple (S.G. Highway)
E-media Orkut Facebook Linkedin Promote www.sosyo-thesoftdrink.com
BATCH : 2009-11
SOSYOSTEVENS BUSINESS SCHOOL
PROMOTIONAL TOOLS
Kiosk Marketing Business events Cultural events
Sales Promotion Super saver pack Combo pack Coupon system to make
customer brand loyal Premium(gifts)
Events Sponsorship of
Local Cricket Competition MBA Quiz
AMA –seminar Inter-college
management events Convocation programs of
Business School
Publicity Brand Ambassador –
Mr. Sanjay Dutt (As in Munna Bhai Character)
o Othero Notepad to Business
Students
BATCH : 2009-11
STEV
EN
S B
USIN
ESS S
CH
OO
L
BATCH : 2009-11
SIP OF HEATH AND FITNESS
SOSYOSTEVENS BUSINESS SCHOOL BATCH : 2009-11
CAFÉ - SOSYO
• THEME : Heritage• INSPIRATION: Gandhi Ashram• FACILITIES:
Wi-fi connection Sockets for charging
CaféSOSY
O
SOSYOSTEVENS BUSINESS SCHOOL
CONTENT OF MARKETING PLAN
BATCH : 2009-11
REFERENCE –MARKETING MANAGEMENT BY PHILIP KOTLER – 12TH EDITION – PAGE NO 52
Executive Summary
Current Marketing Situation
Threats & Opportunities
Analysis
Objectives & Issues
Marketing Strategies
Action Programs
Budgets
Controls
SOSYOSTEVENS BUSINESS SCHOOL BATCH : 2009-11
CURRENT MARKETING SITUATION
Beverage industry is fairly well established in the India with an estimated annual output of about 690 million litre.
Low Market Share In High Growth Industry Major Advantage :
Sosyo can tie up with an established and well known soft drink manufacturer.
Major weakness : Brand Awareness and availability Weak Brand power Limited financial resources Difficulty in attracting managerial talent
SOSYOSTEVENS BUSINESS SCHOOL BATCH : 2009-11
OPPORTUNITIES & THREATS ANALYSIS
Opportunities Growing market for soft drinks Climate conditions – hot & humid Increase in no. of health conscious
people Substitute of alcoholic drink Replacing tea and coffee Services Total expected consumption of SOSYO
2,16,800 (Total B-students) X 3.75L ( Avg. consumption pm) = 8,13,000 L Sosyo Per Month in India
SOSYOSTEVENS BUSINESS SCHOOL BATCH : 2009-11
Threats
o Existing Niche players in the beverage industryo Distribution costo Substitute Juice and other energy drinkso Imitative future launches
OPPORTUNITIES & THREATS ANALYSIS
SOSYOSTEVENS BUSINESS SCHOOL BATCH : 2009-11
ISSUE
SOSYO
SOSYOSTEVENS BUSINESS SCHOOL
Key Issues:
Feeble Brand Power Loose Distribution Channel Target Segment is only Business Students
like us Sosyo’s proposition (positioning) to the
customer is very low
BATCH : 2009-11
ISSUE ANALYSIS
SOSYOSTEVENS BUSINESS SCHOOL
Make Sosyo National as well as Global Brand Achieve sales of about 10 lakh L Sosyo in the
FY 2010-11 Achieve 15% compounded growth in the next
three years Achieve an image of “a healthy and
refreshing beverage” for business students like us over the next two years
BATCH : 2009-11
OBJECTIVES
SOSYOSTEVENS BUSINESS SCHOOL
Target Market Positioning Product Pricing Distribution Marketing Communication Marketing Research
BATCH : 2009-11
MARKETING STRATEGIES
SOSYOSTEVENS BUSINESS SCHOOL
TARGET MARKET: Business Students like us
SIZE OF TARGET MARKET
Indian Population : 1,139,964,932No. of Registered B-Schools in India - 1084Total number of B-students : 1084 x 100 x 2 = 2,16,800
POSITIONING: “To young achievers, a fruit based carbonated
heritage drink, acts as a catalyst to cleave stress and rejuvenate ones mind and body and crutch ups the triumph. “
BATCH : 2009-11
MARKETING STRATEGIES
SOSYOSTEVENS BUSINESS SCHOOL BATCH : 2009-11
PRODUCT
•A fruit based carbonated soft drink.•Grape-apple cider
SOSYO GLASS BOTTLES Size:
1. 200 ml2. 300 ml 3. 500 ml (Available in PET Bottles)
SOSYO
PRICING
Price Strategy : Penetration Pricing
Price for 200ml : Rs 8For 300ml : Rs 10For 500ml PET : Rs
12
SOSYOSTEVENS BUSINESS SCHOOL
DISTRIBUTION
College canteens IIM (Residential Program) NIFT (Residential Program) NID (Residential Program) CPI Shanti Business School L.J Institute of
Management IIPM K.B institute of
management Stevens Business school SKIPS BK School of Management
Retail stores (especially near Business Schools)
Super markets Multiplex Major Food-chains
(Havmor, Choice,etc.) Other Eatery places such
as Municipal Market(C.G.
Rd.), Vastrapur lake, Manek Chowk
BATCH : 2009-11
SOSYOSTEVENS BUSINESS SCHOOL
Integrated Marketing Communication Focus on Brand Awareness and a distinctive
image Based on twin nodes of health and heritage.
Promotion Tools Advertisement Kiosk Marketing Events Sponsorship Sales Promotion Publicity
BATCH : 2009-11
Marketing Communication
SOSYOSTEVENS BUSINESS SCHOOL
Initial tracking studies to measure Differentiation, Acceptance, Preference, Market penetration, and Repeat purchase;
To monitor the profile of the target customers
BATCH : 2009-11
Marketing Research
SOSYOSTEVENS BUSINESS SCHOOL
Our First advertisement endorsed by Sanjay Dutt would be telecasted during TRI SERIES (INDIA, NEW ZEALAND, SRI LANKA)
TV advertisement would be integrated with print media and display media
Product would be launched in major superstores & retail outlets.
Point of purchase displays at eatery outlets and college canteens
BATCH : 2009-11
ACTION PROGRAMS
SOSYOSTEVENS BUSINESS SCHOOL
This plan will have a detailed budget, activity schedule with strict deadlines and specific managerial responsibilities outlined.
Regular visits to business schools will be scheduled for receiving direct feedback from target customers.
The plan will be monitored on a weekly basis with explanation for variance from projections.
A contingency plan for facing competitive surprises will also be a part of this plan.
BATCH : 2009-11
IMPLEMENTATION CONTROLS
SOSYOSTEVENS BUSINESS SCHOOL
THANK
YOU
BATCH : 2009-11