PRODUCT & BRAND MANAGEMENT TOPIC: -LAUNCH OF

HEALTH DRINK
SUBMITTED BY,

Amrendra Kumar Singh

Roll no.-RS1902A01 [Link]. - 10900038 Program- M.B.A Section- RS1902 TO, Dua SUBMITTED Prof. Mr. Sonu

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 of Prof. (Mr.) Sonu dua subject-in-charge of Product and 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

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 (Prof. Mr. Sonu dua)

LSM H.O.D (Mr. Suresh Kashyap)

(Signature)

(Signature)

GUIDE CERTIFICATE Master in Business Administration

This is to certify that is dissertation is based on an original project study conducted by Amrendra 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

S. No TOPICS

NAME OF THE

PAGE NO.

1.

a) DECLARATION b) UNIVERSITY CERTIFICATE c) GUIDE CETIFICATE

01 02 03

2.

a) TABLE OF CONTENTS b) EXECUTIVE SUMMARY

c) CONCLUSION OF MARKET ENVIRONMENT d) PURPOSE & OBJECTIVES OF STUDY

04-05 06 06 07 08-09 10-11 12-13 14-15 15 16-20

e) SITUATION ANALYSIS f) PRODUCT,BRAND NAME AND QUALITY POLICY

g) MARKETING OBJECTIVES h) MARKETING STRATEGY i) COMPETITOR STRATEGY f) MY STRATEGY

3.

a) MARKET SURVEY b) ANALYSIS AND INTERPRETATION c) FINDINGS d) CONCLUSION e) BIBLIOGRAPHY f) ANNEXURE

21 22-23 23 24 24 25

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.

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 wellestablished 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.

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

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

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 [Link] 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.

Product
Now I am launching a new PINE APPLE JUICE in the market named as

REFRESHER JUICE.

Brand name:
REFRESHER

Quality policy:

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.

Slogan:
REFRESHING LIFE

Purpose:
The purpose of launching the refresher juice is to give a new taste to the people who are drinking almost 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:

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:

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:

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:

 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 strategy
My competitors have a good market share because they are adapting following strategies: Less prices Effective promotion Intensive distribution Quality products Customers research Attractive packaging

MY STRATEGY

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.

 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.

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 plan

Placement:
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

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

 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

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 pine apple juice and only (2) respondents say that we do not use it, so I think LPU is the good place for sale of pine apple juice. [Link] do you consider before buying a product?

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. [Link] 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:

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:
[Link] [Link]

[Link]

[Link] [Link] [Link] .com

QUESTIONNAIRE NAME [Link]..

Do you use packed PINE APPLE JUICE? Yes Which brand do you use? _________________ No

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

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 AajTak TV Indus TV Star Plus Cable ads Newspapers Don Express Jung The News Magazines Akhbar-e-Jahan

 Family 22

 Pamphlets Banners Sing boards Prize scheme Internet