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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

Documents

Brand Tp Complete