MARKETING PLAN FOR

CHIRAYU
BRIJESH SEHGAL Roll No. - 09 J.K.YADAV Roll No. SAJI SEBASTIAN Roll No. SANJAY KUMAR Roll No. S.P. SINGH Roll No. SANJEEV KUMAR Roll No. VIJAY KUMAR Roll No. -

RATIONAL WHY DO WE NEED CHIRAYU?

Very Health Consciousness Want an Attractive Look After the Age of 35 Years also Stress Buster, Low Calories, Sugar Free Fed up with Carbonated Drink

Marketing Objectives Company Profile What is CHIRAYU? Overview of the industry Competition, Target Market & Customer Analysis Marketing Mix (4Ps) Financial Projections, Implementation Plan Export Potential

WHAT ARE OUR INTENTIONS?

Launch and market a completely healthier beverage product, in order to achieve the following :

3 MARKETING OBJECTIVES
1. 2.

3.

Create strong consumer awareness for CHIRAYU through the 4 Ps Become the national market leader in the indigenous drinks segment through sizeable market shares Re-affirm the companys title of market leader in indigenous product innovation and successful product launches.

CHIRAYU

A simple plan to success

PRODUCT DESCRIPTION

It is a natural ready to drink packed

beverage made from Lauki vagetable.

Available in various sizes e.g. individual, family pack

Maintains the water levels in human body

An excellent remedy for diarrohea, diabetes, overweight etc.

Sugar Free Non-carbonated drink It is a funky and unusual alternative to traditional tea/coffee

INDUSTRY ANALYSIS WHERE DOES THE PRODUCT

STAND?

FOOD & BEVERAGE

Carbonates
RTD Coffee

Fruit/Vegetable Juice

SOFT DRINKS

Concentrates

RTD Tea Bottled Water

Functional Drinks

INDUSTRY ANALYSIS THE FRUIT/VEGETABLE JUICE

MARKET

Segments of the Fruit Juices, and Vegetable Juices Frozen Concentrates & Chilled Ready to Serve Nutraceutical drinks Smoothies RTD Bubble Tea/Coffee

INDUSTRY ANALYSIS - TRENDS

Only 3 - 4% of the total soft drink sales. However Fruit/vegetable juice off-trade value

Sales 2008

: Rs. 19.6 billions in sales in India in 22% sales increase from last 25% in sales

Current growth: year Future growth:

Consumption: Liters per capita, a % increase since 1999 Growth and profitability potential due to consumer trends.

SWOT ANALYSIS

Strengths: Abundant availability of raw material Vast domestic market Weaknesses: Inefficient supply chain of raw material Technology Opportunities New product introduction Saturation of carbonated soft drinks segment Rising income levels and changing consumption patterns Favourable demographic profile and changing lifestyles Attractive for global partner Threats: Strong competition High packaging cost High taxation cultural preferences of fresh juice Free trade

COMPETETION

TARGET MARKET

Segment : RTD Needs : physiological hydrating & nutritional social a social, natural drink Trends:
1 .away from junk foods & carbonated drink 2. growing interest for healthier product 3. on-the-go products for active lifestyle 4. personalization

Size : 9347474 Persons

TARGET MARKET
Segmentation Variables & Breakdowns

Geographic: Region Demographic: Age: Adult & Above

Gender: Male & Female(Prime Customer) Life Cycle: Active, Full nest-II(Married) Income: 18 K Education: Higher Secondry (min)

Psychographic: Active Lifesyle, DINSK Behavioral :

Benefit sought: Functional Very healthier than soft drink
Perceptual Quality/Premium price Usage rate : Peak in summer Others: TRANSPORT INDUSTRY, IT INDUSTRY

MARKETING MIX PRICE STRATEGY

Price strategy should consider the following 3 aspects : Consumer demand The product lifecycle

Potential substitutes

MARKETING MIX PRICE STRATEGY

Consumer demand: moderate & adequate income to spend ; availability of others similar products rare; The higher the price, the higher the value. The product lifecycle: the newer the product the higher the price; high profit margin; Potential substitutes: competitors attracted by high profit margin; easy to imitate;

MARKETING MIX PRICE STRATEGY

Pack.

200 ml in packfor better reach. 500/1000 ml in packfor the complete family.

Price

200 ml. Rs. 18 500 ml. Rs. 40 1000 ml Rs.75

MARKETING MIX PRODUCT STRATEGY

Brand personality: healthy, original, energy, funky, cool, funny, etc. Product modification: introducing an un-coventional beverage but with a more taste / flaour & convenient package Benefits of Chirayu: cancer, cholesterol, cardiovascular disease, infections, quit smoking/drinking, weight loss, etc.

MARKETING MIX PRODUCT STRATEGY

Packing Feature:

Twisted Cap Freshness Seal Easy To Grab Fat Straw Chirayu Flavor Ingredients Bar Code Slogan Advertising Other Flavors Nutrition Fact

Chirayu

MARKETING MIX PROMOTION STRATEGY

Objectives: To initiate strong awareness about chirayu throughout adult consumers as well as children. To win market 20% shares over fruit & juice drinks The message: Chirayu (Lauki Juice) is a healthy drink for adults who simply enjoy taking care of their body and life. It is a drink for the out-of-the-ordinary individuals who like to challenge themselves

Be Bold, Be Original, Be Different, Be Yourself

MARKETING MIX PROMOTION STRATEGY

1. Outdoors: low cost and flexible alternative, campuses, bus, metro, tourist areas, malls, etc. 2. Television: Only media that can max homes in metros, so we have the budget to cover the high costs

3. Radio: Over FM radio stations in selected Metros.

4. Internet: official promotional website: www.chirayu.co.in, visual audio and video message, banners on selected websites 5. Magazines: About consumer magazines in India, good color production create strong images, each magazines readers often represent a unique profile.

MARKETING MIX PROMOTION STRATEGY

We coming out with outdoor adds first followed by Television/Radio, Internet & News paper /magazines.
We have identified celebrity & sport/yoga personalities of national repute to creates an seductive memorable impact. E.g. Akshay Kumar, Hema Malini Tie-up with yoga/health institutions

MARKETING MIX PROMOTION STRATEGY

Promotional Mix: Consumer orientation Contests: Win another Chirayu flavour, secret code underneath the bottle cap log on the website to win, Benefit: increase consumer purchases / involvement Samples: to avoid product resistance, low risk for consumers since they get it for free.

Allowances and discounts: case allowance, encourage retailers to buy more of the product to get a certain amount for free
Cooperative advertising: encourage retailers/alliies to buy our product and to maintain high level of advertisement Advertising: pulse scheduling, emphasized before and during summer Product Placement : in TV shows in subsequent years,

MARKETING MIX PLACE STRATEGY

Production Site: Kashipur (Uttrakhand) & Mumbai (Suburb) Ware House : Metros(suburb) Available at : Railway Stations & Trains

Air Ports Bus Stand City Restaurants All Pvt. Hospitals Chemist Shop Mega /Departmental stores Direct sales mobile outlets (limited) Vending machines (in subsequent year)

SALES STRATEGY
All India sales & marketing Head( 1) ^ Region Managers(Product Manager)(4+2) ^ Area Mangers(8) ^ Marketing executives(24)

FINANCIAL PROJECTIONS
All Figures in Lacs Year 1 Year 2 (10% Growth) Year 3 (15% Growth) Sales production Expenditure Packing Expenditure Advt. Expditure Sales Force Unseen Expenditure Profit Tax 153532 29001 30706 46060 197 15353 32215 9665 168885 31901 33777 50666 217 16889 35437 10631 194218 36686 38844 58265 249 19422 40752 12226

Net Profit

22551

24806

28527

FINANCIAL PROJECTIONS
Budget Required: Fill after consultation with HR & Technical Department

IMPLEMENTATION PLAN
Pre-launch preparation: Focus on organising resources to implement the chirayu. Go / No-Go stage: should we continue product implementation ? (Decided by Management) if Yes, Launch: April 1st chirayu is readily available on the shelves ! Advertising campaign as following promotion schedule:
Outdoor : From 1st March onwards Television/Radio/Internet : From 15th March Magazine: From April Onwards

Post-launch (monitor and control): Assess feedback from sales revenue, and customers. Maintain positive dynamic by training managers & staff, and by upgrading the web site.

EXPORT POTENTIAL
Others, 8.9%

Coca-Cola Co., 43.7%

CadburySchweppes, 15.8%

Pepsi Co., 31.6%

REFRENCES
Fruit/Vegetable Juice in India Fruit/Vegetable Juice in India: Fruit/vegetable juice off-trade value sales grew by 22% in 2008 to reach Rs19.6 billion A focus on the healthy aspect. www.euromonitor.com/Fruit_Vegetable_Jui ce_in_India Census Of India

MARKETING MIX PRODUCT STRATEGY