GLUCON-D

K BAL REDDY

ROLL NO: 09J21E0019

Its gives us. . . .

Instant Energy

Replenishes lost energy

About Heinz• Heinz was founded in pittsburgh, pennsylvania

in 1869 by entrepreneur Henry John Heinz. • Heinz provides delicious, nutritious and

convenient foods for families in 200 countries around the world.

• Key Heinz markets are segmented as North American consumer products, U.S. food service, Europe, Asia Pacific & rest of the world.

• Heinz is a $10 billion global company.• Heinz products enjoy #1 or #2 market share in

more than 50 countries.

Continue…• Heinz employs approximately 32,500 people

around the globe.• HJ Heinz Company is the iconic US based global

food giant. • Heinz with its global reach offers a range of 5700

product varieties. • Heinz India Pvt. Ltd was formed in the year 1994

by buying out the consumer product division of pharmaceutical company Glaxo .

• HJ Heinz Co a readymade portfolio of brands such as Complan, Glucon-D, Nycil and Farex

Board of Directors

William R.Johnson Charles E.Bunch LeonardSColeman

John G Drosdick Edith E.Holiday Candace Kendle

Continue…

Dennis H.Reilley

Lynn C.Swann Thomas J.Usher Michael F.Weinstein

Nelson PeltzDean R.O’Hare

About Glucon-D

• Glucon-d was introduced in 1933 and has been the category creator and dominant market leader ever since.

• Glucon-d was adjudged as the 14th most trusted brand in the Brand Equity Survey 2009.

• Glucon-d is the leader in the instant energy drink category and enjoys a 70 per cent market share as against Dabur's Glucose and Wipro's Gluco-Vita.

Marketing Mix

Product• Product is any thing that is offered to satisfy

the need of the customer• Glucon-d is a glucose based beverage and is

available in powder form with 99.4 % of pure glucose it is easily absorbed by the body and is available for energy instantly

Product MixProduct width:-No. of different product lines Heinz India Pvt. Ltd has product width of 5

• Tomato ketchup • Complan• Nycil• Glucon-d• Farex• Sampriti ghee

Product LineProduct depth:-No of different variants in

product line• Glucon-d tangy orange• Glucon-dFruit energy- pineapple• Glucon-d nimbu pani• Glucon-d Fruit energy orange• Glucon-d regular

Product length:-• The ‘length’ refers to the sum total of

number of items in each product lines. • Product length for Heinz is 45.

Consistency:-

Glucon-d and its flavours are very consistent because its only deals with energy drinking and its flavours also gives the same.

Price

Flavours Package size Price in Rs

Glucon-d

regular

100gm

200gm

500gm

1kg

19.00

36.00

80.00

125.00

Glucon-d tangy orange

100gm

200gm

500gm

24.00

45.00

99.00

Glucon-d

nimbu pani

100gm

500gm

22.00

97.00

Pricing strategy• Initially Glucon-d was using skimming

strategy but based on the market conditions aspects , at present the glucon-d is using product line strategy.

• Glucon-d follows a pricing strategy that asks a higher price and discounts on the other hand.

• Competitors pricing.

Placing• Glucon-d is

distributed to all suppliers & wholesalers and from suppliers to retail outlets.

• Over 1,600 Distributors reaching out to 4.5lakh retailers across the country.

Manufacturer

Mother depot

Distributor of the state

Local distributor

Retailer, Medical shops,Kirana stores ,malls

Promotions• Promotions through TV advertisements News papers print media Retail outlet layouts• Sales promotions

Segmentation Targeting & Positioning

• This product is segmented on both low end and high market.

• Glucon-d has undifferentiated marketing.• Glucon-d is targeting all groups of buyers.• Glucon-d is mainly concentrating during

summer season.• Glucon-d….. Replenishes lost energy.• Glucon-d is positioned as energy drink with

strong brand image.