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SUBMITED BY:- ROLL NO
SHEFALI KADAM - 10
VAIBHAVI SATAM - 23QAMARJAHAN SHAIKH - 27
PRIYANKA WAINGANKAR - 32
MALLIKA YADAV - 33
JOVITHA PAUL -35
MARKETING MANAGEMENT
MMM - SEM II
GROUP NAME :- DARE DEVILS
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The CocaCola Company is a global business enterprise and one
of the two main soft drink sellers.
Energy drink suddenly takes the market of beverage by storms.
This type of non-carbonated drink has shrunk carbonate soft drinkin a short period of time.
Energy drink claims to be healthier beverage type.
Energy beverage industry targets towards those people who need
some sort of energy boost.
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PERSONAL INFORMATION:
AGE: GENDER: M/F
1.Which energy drink you prefer?
Red bull
Rockstar
Burn
Monster
Specify, if any other
3.Why do you buy it?
Effectiveness of the product
Easy availability
Easy to remember
Cost factor Word of mouth
Advertisement
Attractive packaging
4. From where do you buy it?
Chemist shop
Grocery shop
Retail outlet in shopping mall
5. Which medium of information do yougenerally refer to?
Television Newspaper
Radio
Magazine
Specify if any other
6.Why do you remember the advertisement?
Influence of celebrity Frequency of advertisement
Catchy tag line/jingle/song
Specify if any other
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38%
21%
9%
8%
9%
15%
PERCENTAGE OF RESPONDENTS
Redbull
Monster
Burn
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7%
22%
8%31%
3%
29%
WORD OF MOUTH (32)
EASY TO REMEMBER(102)
EASY AVAILABILITY(36)
EFFECTIVENESS (143)
OTHERS (COST &ATRACTIVEPACKAGING) (12)
ADVERTISEMENT (135)
PERCENATGE OF RESPODENTS
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My Energy
Booster..
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Strengths
Cheap
Non- Carbonated
Non- Caffeine
Instant Energizers
Ready to drink concentrate.
Marketing and distribution network.
Brand Image
It doesnt fatten in contrary it helps you to
burn fat in your bodyVitamins rich
Weakness
Late entry in the market
Consumer awareness
Considered as an artificial /preservativebased product.
OpportunitiesGood market Potential
Upcoming sector in the Non-carbonated drinksegment.
Increasing awareness about health.
Growing Indian Market
Threats
Established and strong players.
Conventional methods of Hydration stillprevalent.
Cheaper alternatives.
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Dare devils vision is to become the
number one brand in the market
of energy drink.Through value for money and
customer satisfaction
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Dare Devils is
a nonalcoholic energy drink.
formulated with the purest components ideal
for reenergizing the mind ,body and spirits in
the moments of high pressure, and physicaland mental efforts.
Packaging :- Aluminium Can
Gross Weight in can :- 284 gms
Number of units per package :- 24.
Gross Weight of Tray :- 6.7 kg
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Protein :- 10 gms
Carbohydrates :- 50 gms
Sodium < 0.1 gm
Nicotine amide acid :- 7.2 mg
Vitamin b6 :- 0.8 mg
Vitamin A :- -0.7 mg
Vitamin B1 :- 0.4 mg
Vitamin B2 :- 0.6 mg
Vitamin B3 ;- 0.3 mg
Vitamin C ;- 0.7 mg
Vitamin D :- 0.9 mg
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Revives your Energy, the Healthy WayUSP
Non Caffiene
Non Alcoholic
Vitamin Rich
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Existing energy drink are highly priced.
All the existing energy drink are available for around Rs 90/-
Due to such prices many of the masses wanting to buy an energy
drink , go for any low price soft drink to rehydrate ,at the expense
of health. Daredevils would be available for Rs. 75/- which would be
affordable for most of the segment of society.
Pricing Strategy :- Market Penetration
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Age group :- 18 to 35
Health conscious people who are averse to alcohol
College students who need to stay awake late night ,hectic
schedules ,
Working class people who need that extra boost of energy.
Athletics who need energy after exhaustive field activities.
Should be popular among youth in the urban areas.
Target :- Tier one and tier two cities concentration in metro
cities.
Positioning :- It should be perceived as a healthy drink
unlike its competitors.
Easy solution to todays stressful and hectic life.
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Today, it is common for people to expect themselves to keep goingbecause this competitive age demands that. As a result, it has becomecommon for people to experience tiredness, weakness and fatigue. Itis the kind of feeling, when you like staying in bed, even at thebeginning of the day. When even in good health, you feel drowsy. But,
there are ways to handle these problems.
My Energy
Booster..
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Promotion is mainly done by
communication on TV
A magazine promotion - Free
sample packs in magazines
Attractive packaging. Limited period price off
Radio: All India Radio during the News and Cricket matches
Other National channels such as Radio City / Radio Mirchi
Associate with gyms
We will have a tie ups with gyms to promote our product.
Interactive website.
Advertisements and promotion on social networking sites likeFacebook and twitter
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Free distribution of samples in colleges
To promote the drink we will give out 500 free samples outside
colleges once in a week for the first month.
We will sponsor various college events and festivals where we can
distribute free samples. Organize various sports events .
We will sports events like marathons where we can promote Dare
Devils.
Promotion in IPL
PROMOTIONAL MATERIAL
Posters
Bags
T-shirts
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Daredevils
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As per our distribution strategy we plan to make our product
advertisement visible every where to the customers.
Other than this it is also very imp for the product to be easily
available to the customers .Thus we plan to make sure that the
product must be available in the following places :-
Colleges and office canteens.
Clubs
Local drug or medical stores
Local general stores .
Malls and Super markets
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Distribution is one of the four elements of marketing mix.
We plan to sell our product both directly through campaign outlets
and indirectly via retailers ,agents and wholesalers.
Since it is a new launch we would primarily like to focus on
production and quality of the primarily like to focus on productionand quality of the product .But once the product is accepted we
will shift towards distribution as till then even we will be sure of
our production plans as per response.
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Consumers
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Year 1(bn) Year 2 (bn) Year 3(bn)
Sales in CR 0.06 0.07 0.09
PromotionalExpenses 0.012 0.0105 0.009
Selling
Expenses 0.0048 0.007 0.0108
Distribution
Expenses 0.003 0.0042 0.0072
Marketing
Expenses 0.006 0.0084 0.0135
PBT 0.0342 0.0399 0.0495
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