Introduction

Presentation By:

Eeshan K Saha

Jyotika Bindra

Shruti Chowdhary

National Institute of Design

Module By: Deval Kartik

to Marketing

Grapefruit Juice

Core Benefit Customer

Value Hierarchy

Augmented Benefit

Potential

Benefit

The Product

Sugar

free

juice

Effective for

reducing

diabetics

Easily

available

Maintains

body Weight

Safe for

diabetics

Refreshing

nourishing and

tasty

100% natural

pure juice

Necessary

antioxidants

needed

Diet

welcome

health drink

Grapefruit Juice Competition

Product

Lifecycle

4P’s of

Marketing

Customer

And

Scenario Brand Management

Marketing

Objective

Future

Scope and

Expansion

Department Segmentation

1

2 3

4

5

6 7

8

Department

Segmentation

Accounts and Finance

Design

Production

Packaging

Distribution

Marketing

Research &Development

Production

Department Segmentation

Fruit Reception

Selection, washing and grading

Squeezing

Finisher to Pulp

O2 removal

Pasteurization

Concentration Water and Aromas

Concentrated grapefruit juice

Customers

Stakeholders

Investment Bankers

Sales Force

Suppliers

Customers

Employees

Consultants/Specialized Firms

Department Segmentation

Competition

Direct Competition

Indirect Competition

Grapefruit juice producers

Medicinal Products

King's Foods

Holista Tranzworld Ltd.

Sab Foods

Murti Food Establishment

Epicu Agro Products Pvt. Ltd.

Chenab Impex

Dir

ec

t C

om

pe

titio

n

Competition

Fruit/Vegetable Juice

Bottled Water

Carbonates

Concentrates

Tea and Coffee

Ind

ire

ct

Co

mp

etitio

n

Competition

Product Life

Cycle

Introduction Growth Maturity Decline Pre Launch to

Launch

Launch through

initial Year

Mid Life End of patent

Introductory Stage Product Not many direct Competitors Creating awareness will take time Takes time for selling in volume Slow growth

4 P’s of

Marketing

Functional benefit: healthy sugar free drink

Attributes: Tasty

Refreshing

Presentable

Flavored

Healthy

Tranquility

Vitality

Energy

Size:100ml, 300ml pack, 1000ml tetra pack

Product : Grapefruit Juice

4 p’s of Marketing

Part of Added cost

Profit margin

Value Based Pricing: Buyer’s perception of value

Cheaper than competitors’ price

Smaller Packs also available

Quantity: 1000ml

Cost of raw materials Price/unit: Rs 192

Production cost Price/ unit: Rs 6

Marketing Cost Price/ unit: Rs 4

Profit Price/ unit: Rs 5

Retailer’s Selling Price Price/ unit: Rs 210 (Rs 3 as profit margin)

4 p’s of Marketing

Launched in India

Distributed in food and beverage industry and Retail outlets

various outlets

Vending machines placed at sport, spiritual and health places

Food Service include: Fast Food joints

Caterers

Restaurants

Vending Machines

Others

Retailers include:

Supermarket

Medical Stores

Convenience Stores

Discounters

Small Neighborhood

Shops

Others

4 p’s of Marketing

The Company

Wholesaler

Distributor

Beverage Industry Food Industry

Buying Groups Food Service

Retailers

Consumers at home

Consumers away from home

Direction of flow of product, service and

communication

Direction of flow of information,

payment and ordering

B2C B2C

B2B

B2B

B2B

B2B

B2B B2B

Distribution Channels 4 p’s of Marketing

Purpose

Will help to introduce our new product

Will Generate awareness about the new product

It will help us stabilize the volume of sales

It will create confidence in the mind of customers regarding

quality

Will help to build long term relationship with customers

Media Chosen

Print Advertising

Outdoor Advertising

Broadcast advertising

Surrogate Advertising

Public Service Advertising

Public relation/Publicity

Sales promotion

Web Presene

4 p’s of Marketing

Print Advertising Newspapers health columns Health and other Magazines

Outdoor advertising Billboards Tradeshows and Events

Broadcast Advertising Television Radio Internet

Surrogate advertising Collaboration with other diabetes related industries like herbal centres, Ayurveda centres etc.

4 p’s of Marketing

Public Service Advertising Health awareness programmes like MARG, INDEPENDENCE FROM DIABETES, CHETANA.

Public Relation Media

Sales Promotion Objectives To introduce new product and attract customers Tools that we will apply for sales promotion Free samples Fairs and Exhibitions

4 p’s of Marketing

Web Presence Through website

Customers

Diabetic People and

Health Conscious Young People

Demographics:

Location: metros, tier1 cities

Age: 30-45 years

Income: personal disposable

income of 30,000 and above

per month

Economic Status: upper

middle income group

Occupation: well educated,

working class

Behaviour:

Lifestyle and Values: Taste,

Nutrition Alternative Drinkers,

Diet and Health conscious

Psychographic:

Professionals, on the go

parents, dieters, health

professionals

Maslow’s Need Hierarchy

model placement:

Our target group are pretty

well satisfied by our

physiological needs and are

concerned about safety and

health.

Customers

Customer Needs

Health

Consumers have become

increasingly health conscious

creating a demand for

healthier products. They

choose fruit juice or water

over carbonates, as

beverage alternatives.

Increase in diabetes over last

5 years has made India the

largest in diabetes and

people are fighting against

it.

Convenience

Customers demand easy

availability and varied

packaging for different

time and place of

consumption.

Taste

Taste is essential for all

consumers as it is among

one of the important

reasons of purchasing a

drink.

Customer

Customers

Customer Profile

Persona: He is 37 years old having diabetes. A GM of an MNC with a monthly income of 3 lac per month. He has a busy schedule during the day and the time dedicated to himself is the time when he takes meals. He is conscious about his health and is open to trying new effective solutions when it comes to health.

“ ” Stay healthy and grab all opportunities

Customer

Use Scenario

He goes to the office and attend a board meeting. The meeting breaks for lunch, during which, he goes to his cabin and takes out his lunch. He feels thirsty and feels like drinking some juice/drink which doesn’t harm him in diabetes. He looks at his bag and finds a 300ml bottle of Whiz Juice, which his wife had put into the bag an feels relieved after having it. He calls his wife for choosing whiz for him and putting it in his bag.

Customer

Brand

Management Product SWOT Analysis Revenue Model Brand Identity Brand Architecture Sub-Brand Identity Sub Brand Personality Sub Brand Image Sub Brand Equity Sub Brand Essence Brand Audit

Customers

Product SWOT Analysis

Strengths

Fresh

Energetic

Drink for diabetics

High on minerals

Attractive

packaging

Brand Equity

Health conscious

image

Antioxidant

Weakness

High Price

New Flavor

Acceptance by the

Target Audience

Opportunity

Extensive ongoing

research on

grapefruit juice

Very few number

of similar product

in market

Sold mostly online

Brand Management

Threats

Established image

of other fruit

juices in the

market

Less availability of

grapefruit in India

Revenue Model

Brand Management

Selling the juice to

clients

Advertising

Merchandising

Distributing

Sustainability

through

recycling

Venture Capital

Brand Identity

Brand Management

TM

Customers

Brand Essence

Responsible for Health

Brand Management

Customers

Brand Architecture

Credence : The Brand

Whiz : The Sub Brand

Brand Management

Customers

Sub Brand Identity

Brand Management

TM

Customers

Sub Brand Personality

Brand Management

Healthy

Savior

Trustworthy

Eco Friendly

Sincere

Exciting

competence

Sophisticated

Customers

Sub Brand Essence

Life Savior

Brand Management

Customers

Sub Brand Positioning

Brand Management

Youth

Health Conscious People

School Children

Mothers

Existing Old age group

Customers

Sub Brand Communication

Brand Management

Look and Feel: Fun, Attractive, Classy, Modern, Transparent, Informative

Through: Brand identity, packaging and POS promotions, Other Promoting Material

Packaging: 300ml, tetra pack 1000ml

Free Sample: Sample pack 100ml

POS promotion: Posters and Display

Promoting Material: Billboards, Hoardings, Bus stand etc

Customers

Packaging

Brand Management

Packaging Information

Identity (Logo, Image,

Tagline)

Nutritional Facts

Bar code

Main Brand

Some other facts

Benefits

Manufacturing Date

Best Before

100ml: Tetra Pack

300ml: Bottled

1000ml: Tetra Pack

MRP

Quantity

Manufactured By

Imported By

Batch No.

Recyclable

FDI

Use Direction

Storage Direction

Marketing

Objective

Marketing Goals

Marketing Objectives

Other Benefits

Customers

Marketing Goals

Brand Management

To increase grapefruit juice market share and product awareness

Capturing 25% of total market share in next three year

Expected the sales will be Rs 5.50 Crores(approx.) in next year

The expected return on investment is 20%

Increase earnings per share by at least 10% every year

Build customer database of at least 250,000 households within the next

12 months.

Achieve a market share of 10%.

Achieve 75% customer awareness for our brand in our target market.

Customers

Marketing Objective

Brand Management

Improving the customer satisfaction through good quality of products

Turning profits from the first year of operations

Creating unique, innovative and healthy products

Becoming the Best New Juice Company in India

Assure good shelf space and dually filled.

Customers

Drivers to Success

Brand Management

Employee training to insure the best juices preparation techniques

Marketing strategies aimed to build a solid base of loyal customers

Customer satisfaction with high quality juices and services

Management that treats every employee equally

Creating unique, innovative, upscale atmosphere that will differentiate

Customers

Challenges

Brand Management

Indians do not follow much of a culture to drink juice with meals etc.

Evaluation for the right setup cost

Compete with innovative technical ways

Careful analysis of country’s economic status

Using improved technological and technical support

Justifying legal concerns in appropriate way

Clear concept of market and industry demand

Expansion

Strategy

Strong Innovation Programme: Introducing Product Variants Through introduction new product range Brand Renovation to keep older products salient

Expanding across geographic: Overseas Market

Acquisitions and Mergers

Dividend: Better Return on Investments from Retained Profits and Surplus for a better shareholder image.

Investment through Financial Institutions: Further Long Term Finances for long term Investments

Thank You…