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PRODUCT & BRAND
MANAGEMENT TOPIC : -LAUNCH OFHEALTH DRINK
SUBMITTED BY,
Amrendra Kumar Singh
Roll no.-RS1902A01
Reg.no. - 10900038
Program- M.B.A
Section- RS1902
SUBMITTED
TO, Prof. Mr. Sonu
Dua
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DECLARATION
(Master in Business Administration)
I hereby declare that this term paper titled Launch of health
drink have been prepared by me during the academic year 2010 2011
under the guidance ofProf. (Mr.) Sonu dua subject-in-charge of Productand Brand Management (MGT- 532) for RS1902 section of Lovely
school of Management (Lovely Professional University) Phagwara,
Punjab. I also hereby declare that this project report has not been
submitted at any time to any other university.
Signature
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UNIVERSITY CERTIFICATE
Master in Business Administration
This is to certify that Amrendra Kumar Singh students of MBA general
section RS1902 (LSM) (Semester 3rd) has prepared a term paper on titled Launch
of health drink.
Internal Guide LSM H.O.D
(Prof. Mr. Sonu dua) (Mr. Suresh Kashyap)
(Signature) (Signature)
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GUIDE CERTIFICATE
Master in Business Administration
This is to certify that is dissertation is based on an original project study
conducted byAmrendra Kumar Singh under my guidance. This has not formed the
basis for any award for any Degree/Diploma by this University or any other
university.
Place: Punjab
Date:
Internal Guide Signature
Prof. (Mr.) Sonu dua
TABLE OF CONTENTS
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S.
No
NAME OF THE
TOPICS
PAGE NO.
1. a) DECLARATION 01
b) UNIVERSITY CERTIFICATE 02
c) GUIDE CETIFICATE 03
2. a) TABLE OF CONTENTS 04-05
b) EXECUTIVE SUMMARY 06
c) CONCLUSION OF MARKET ENVIRONMENT 06
d) PURPOSE & OBJECTIVES OF STUDY 07
e) SITUATION ANALYSIS 08-09
f) PRODUCT,BRAND NAME AND QUALITY POLICY 10-11
g) MARKETING OBJECTIVES 12-13
h) MARKETING STRATEGY 14-15
i) COMPETITOR STRATEGY 15
f) MY STRATEGY 16-20
3. a) MARKET SURVEY 21
b) ANALYSIS AND INTERPRETATION 22-23
c) FINDINGS 23
d) CONCLUSION 24
e) BIBLIOGRAPHY 24
f) ANNEXURE 25
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Executive summary
This term paper is about new product launched by me. It is 100% pure and natural fruit juice,
free of added sugar, artificial flavors and preservatives.
Now I have launched a new product in the market that is a pine apple juice named as
REFRESHER JUICE.
For this purpose first I have explained the purposes, benefits and objectives of our products.
Secondly I have made a marketing mix strategy for my product. I have divided market into
different segments and decided to target young students of colleges and universities that belong
to middle class family.
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I have also paid special attention to the packaging, color and price of the product. I have decided
to place the product in all the markets of Punjab especially in the canteens of colleges and
universities.
I will promote our product through electronic media, print media, cable, internet and other
sources. I have also conducted a market survey to know the opinion of public about my product
and developed my product accordingly.
Conclusion of marketing
environment:By the intensive study of the entire market in its whole perspective it came to know that the
overall environment is not much in favor of new products. Because the presence of well-
established competitors holding major part of the market, it seems very difficult for a new
product to make its place in the market.
Purpose:
To research the topic of launch the new health drink.
Objective
1. To know about the customers sensitivity towards price, quality and brands of health drink.
2. To know about the position pine apple juice in LPU.
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3. To know how to launch the health drink.
4. To develop the clear knowledge about health drink.
5. To get good experience.
Situational analysis:
A useful framework for performing a situation analysis is the 4 C Analysis. The 4C analysis is
an environmental scan on four key areas for new product especially applicable to marketing
decisions. It covers the internal, the micro-environmental, and the macro-environmental
situation.
Collaborators:
Distributors
Suppliers
Alliances
Customers:
Market size and growth
Market segments
Benefits that consumer is seeking, tangible and intangible.
Motivation behind purchase; value drivers, benefits vs. costs
Decision maker or decision-making unit
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Retail channel - where does the consumer actually purchase the product?
Consumer information sources - where does the customer obtain information about the
product?
Buying process; e.g. impulse or careful comparison
Frequency of purchase, seasonal factors
Quantity purchased at a time
Trends - how consumer needs and preferences change over time
Competitors:
Actual or potential
Direct or indirect
Products
Positioning
Market shares
Strengths and weaknesses of competitors
Climate:
The climate or macro-environmental factors are:
Political & regulatory environment - governmental policies and regulations that affect the
market
Economic environment - business cycle, inflation rate, interest rates, and other
macroeconomic issues
Social/Cultural environment - society's trends and fashions
Technological environment - new knowledge that makes possible new ways of satisfying
needs; the impact of technology on the demand for existing products.
Trends and recent developments:
Further market penetration and increasing frequency of product usage among the general
population will boost product sales. Young adults may be a key market segment for future
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growth. Prospects for the healthy drink market may be strong but there are issues that will need
better clarification. Manufacturers are careful not to be overly explicit with claims for precisely
what health benefits are to be derived from the drinks. To make specific claims would likely
bring a closer scrutiny from the FDA or other governmental agencies and may lead to labeling
challenges etc.The market may be poised for real growth. Another industry estimate defines the
entire wellness and health drinks market as a US $41 billion business in 1999 and having grown
to US $55 billion in 2005 and now in 2010 having grown up to US $72.
ProductNow I am launching a new PINE APPLE JUICE in the market named as
REFRESHER JUICE.
Brand name:REFRESHER
Quality policy:
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1. Build branded food business to improve quality of life by offering tasty, sage, hygienically
processed, affordable, highly nutritional food products through environment friendly processes
to my customers.
2. Meet the requirement of all relevant legislation and regulation related to consumer satisfaction
& safety, environment and other applicable laws etc.
3. To prevent pollution through controlling levels of harmful emission, effluents and other
wastes.
4. Contribute to safe and healthy environment for our country.
5. Promote mutual trust with customers, suppliers, and community.
6. Provide all the necessary resources for the continual improvement in quality, safety of my
products, processes and environment.
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Slogan:REFRESHING LIFE
Purpose:
The purpose of launching the refresher juice is to give a new taste to the people who are drinkingalmost every juice available in the market. I want to provide a fresh juice to the people so that
they become refresh and healthy.
Features:
Following are some of the features of my product:
Pine apple juice is good for health
Provides calcium
Provides vitamins
Beneficial for kidneys
Excellent in taste
Gives freshness
Benefits:
Following are the additional benefits which are offered to the customers to give them value:
Give 5 rappers and get one free juice pack.
Purchase ten juices pack and get one pack free.
If you purchase a small crate of juice then you will able to participate in lucky draw and you
can win following prizes: LG color television
DVD system
Rs.5000
Marketing Objectives:
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1. Sales objective:
Sales of worth Rs.2500000 for initial 12 months by doing promotional and introduction
activities.
2. Profitability Objective:
To earn profit of 10% of sales initially.
3. Market Share Objective:
To attain 05-10% market share for initial one year.
4. Customer Satisfaction:We plan to provide our customers with the best of quality, health and convenience, at low and
affordable prices.
Ways Planned To Adopt To Help Improve Our Customer Service:
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1. Stay in contact with customers on a regular basis
2. Create a customer focus group by inviting 10 to 20 loyal customers to meet regularly.
3. Resolve customer complaints quickly and completely. Answer all e-mail and phone calls
within a few hours.
4.Not to make customers or visitors hunt for contact information. Make it easy for them to
contact us.
5. Give your customers more than they expect.
6. Reward in points -- give customers a point for every rupee they spend.
Marketing strategy:
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Segmentation:
I made the market segments on the following basis:
Density
Age
Gender
Income
Family size
Family life cycle
Occupation
Education
Social classes
Life style
Personality
Benefits
Targeting:
I will target the following customers:
Young
Boys and girls
Belongs to middle class
Student of colleges and universities
DIFFERENTIATION:
I will differentiate my product on the following basis:
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Less price
New taste
Good for health
Effective distribution
Positioning:
I have to position my product in the minds of the customers and consequently in the market with
the help of my effective and customer oriented market strategies.
Competitors strategyMy competitors have a good market share because they are adapting followingstrategies:
Less prices
Effective promotion
Intensive distribution
Quality products
Customers research
Attractive packaging
MY STRATEGY
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Size:I have decided to introduce my product in the market in the following size:
250 gm.
Color:As for as the colors are concerned, most of the people have showed their interest in bright colors
without naming a particular color, but majority of people have agreed on the following colors to
be the part of labeling the product.
Blue
Red
Orange
Purple
White
PACKING:
Product units are packed in a 6-layered Tetra Pack Brick Aseptic Packaging.
Price:
Every marketing activity including pricing should be directed towards a goal. Thus one should
decide on its pricing objectives before determining the price itself.
Pricing Objectives:
There are mainly three types of pricing objectives.
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Profit Oriented
To achieve a target return
To maximize profit
Sales Oriented
To increase sales volume
To maintain or increase market share
Status -Oriented
To stabilize prices
To meet competition
I have decided to enter in the market by focusing on Sales Oriented objectives and determine my
strategy accordingly:
My Price Strategy:
The total per unit price for the 250mg pack that we will offer is as follows:
Cost of pine apple Rs.4
Electricity Rs.2
Factory overhead Rs.3
Miscellaneous Rs.4
Retailer margin Rs.2
Profit Rs.7
Total price Rs.22
In accordance to my strategy I have decided to offer the product to customers at the price of
Rs.22. The price is very much compatible and the offer is substantial enough to attract a large
percentage of market in a very quick time.
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PLACE
The distribution will be on 2 levels
To large retail outlets
I will be leveraging on the existing distribution channels for my Juice. As I am not focusing on
mass distribution, well be channeling my distribution mainly towards large retail outlets,
hypermarkets and key accounts.
Location:
All over India but first priority in Punjab and in Punjab first choice will be colleges and
universities.
LOGISTICS:
Provide career service to place the product.
Action planPlacement:
I have decided to place the product in all the major and minor markets as well as in the canteens
of colleges and universities of Punjab. I have decided to acquire the services of large and
organized distribution network of Punjab.
PROMOTION:Effective promotion paws the way for the products success. There are many different ways
through which I can promote my product. I have planned a very wide promotion strategy that
covers almost every part of the society. I have also paid serious attention to the span of intensive
promotion in the initial stages. I have supported my promotional strategy with the use of
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electronic media, print media, internet and other sources and also with the help of some schemes
such as lucky draws. My promotion strategy in detail is as follows:
Television channels
Geo news
ARY One World
Express news
Aaj TV
Indus TV
Star Plus
Newspapers
Dainik Bhashkar
Punjab Keshri
Magazines
4 Ps
Business today
Pamphlets
Banners
Sing boards
Prize scheme
Internet
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Competitors: Tropicana
The biggest and major competitor for my product is the Tropicana. Tropicana is already an
established player in this country. Tropicana has a major market share in India. Tropicana is
also a very famous brand in India and thus has the edge.
Real Juice
There are other competitors such as the Real Juice. This health drink is also an established
Health drink in India and has a high market growth and market share.
Competitive edge: The prices of Tropicana and Real Juice is very high .They cater only to the high spending
class of people. This leaves an opportunity to target the low-spending category.
None of the competitors provide sugar free drinks in India. Here, Refresher juice has an
edge over the others.
My product is also planning to introduce franchisee stores where my products would be
available to face the competition fiercely.
Market Survey:
In order to learn whether people would like to buy or use my product, I have decided to conduct
a market survey. First of all I have designed a survey form that shows how I can fulfill the
requirements of the people. For this purpose I have surveyed LPU of Punjab. The contents of
survey form are as follows:
RESEARCH DESIGN
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A research design specifies the methods and procedures for conducting a particular study. It is
an important tool to study buyers behavior, consumption pattern, brand loyalty, and focus on
market.
DATA COLLECTION METHODS
1. Primary data it includes Questionnaire method which is design to keep in view the
objective of the study.
2. Secondary data it includes internet sources.
SAMPLE DESIGN
Study of the geographical area comprising of LPU (Punjab) were undertaken. I used random
sampling technique. The sample size consisting of 10 customers are considered in this
regions study.
DATA PROCESSING
I have designed questionnaire for consumers. After getting the questionnaires filled I have
complied the data into MS-Excel sheets to get the clear picture of pine apple juice in LPU.
ANALYSIS AND INTERPRETATION:
Q. Do you use Pine apple juice?
Interpretation: - Through the survey I found that most of respondents (8) said that they use pineapple juice and only (2) respondents say that we do not use it, so I think LPU is the good placefor sale of pine apple juice.
Q.What do you consider before buying a product?
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Interpretation:- Mostly of respondents said that they see before purchase juice is brand name,
so I thought I will most care on brand equity and brand loyalty.
Q.What should be the color of packing?
Interpretation:- Mostly of respondents say that they want yellow color package (40%) and then
(30%) orange, so I thought I will launch juice in yellow package.
FINDINGS
Quite a few factors came in front that can be called as good research findings and
I need to work upon these for growth.
1. Through the survey I found that most of respondents see the Brand of the product and some
customers see the price.
2. Mostly of the customers prefer yellow color for packaging and then for orange color.
3. Mostly customers say that they use pine apple juice.
CONCLUSION:-
After market survey I would like to conclude that Customers want to pine apple juice and it is
beneficial to the customers if I launch it I think it is profitable for me because it is the demand
and need of the customers.
BIBLIOGRAPHY AND REFERENCES:
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Referred Books:
Kothari C.R.- Research Methodology New Delhi Tata McGraw Hill In (95-102)
Philip Kotler Marketing management analysis, planning implementation and
control.
Schiffman Leon G.& Kanuk Leslie Lazar, "Consumer Behavior", Prentice Hall of
India 6th edition
Singh HarpreetResearch Methodology-Kalyani Publishers.(page no. 1-8, 68-102)
Referred sites:
http://www.thehindubusinessline.com/2007/12/26/stories/200712265037050
0.htm
http://www.televisionpoint.com/news2007/newsfullstory.php?id=1198504250
www.hindustantimes.com
www.thehindu.com
www.marketingteacher .com
QUESTIONNAIRE
NAMEAGE.OCUUPATION..
Do you use packed PINE APPLE JUICE?
Yes
Which brand do you use? _________________
http://www.thehindubusinessline.com/2007/12/26/stories/2007122650370500.htmhttp://www.thehindubusinessline.com/2007/12/26/stories/2007122650370500.htmhttp://www.televisionpoint.com/news2007/newsfullstory.php?id=1198504250http://www.hindustantimes.com/http://www.thehindu.com/http://www.marketing/http://www.televisionpoint.com/news2007/newsfullstory.php?id=1198504250http://www.hindustantimes.com/http://www.thehindu.com/http://www.marketing/http://www.thehindubusinessline.com/2007/12/26/stories/2007122650370500.htmhttp://www.thehindubusinessline.com/2007/12/26/stories/2007122650370500.htm -
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What do you consider before buying a product?
Price
Labeling
Packing
Brand name
What should be the color of packing?
Blue
White
Red
Green
Yellow
Orange
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Effective promotion paws the way for the products success. There are many different ways
through which we can promote our product. We have planned a very wide promotion strategy
that covers almost every part of the society. We have also paid serious attention to the span of
intensive promotion in the initial stages. We have supported our promotional strategy with the
use of electronic media, print media, internet and other sources and also with the help of some
schemes such as lucky draws. Our promotion strategy in detail is as follows:
Television channels
Geo news
ARY One World
Express news
Aaj Tak TV
Indus TV
Star Plus
Cable ads
Newspapers
Don
Express
Jung
The News
Magazines
Akhbar-e-Jahan
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Family
22
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Pamphlets
Banners
Sing boards
Prize scheme
Internet