Agriculture and Food Processing Industry.

AVALANCHE

“On the Rockz”

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INTRODUCTION

PRE-APPROACHMARKETING OBJECTIVEENVIRONMENTAL ANALYSISMARKET(CUSTOMER) RESEARCH SEGMENTATION/TARGETING /POSITIONING.

APPROACHPRODUCTPRICEPLACEPROMOTION

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MARKETING STRATEGIES (DEF.)

•INCREASE IN SALES•COMPETITIVE ADVANTAGE IN MARKET•SERIES OF WELL THOUGHTOUT PLANS OR TACTICS•INTEGRATES POLICIES, GOALS, & TATCICS•GROW FASTER & COST EFFECTIVE•SYNCHRONIZE AND STRATEGIZE EACH COMMUNICATION OPPORTUNITY•ULTIMATE MARKETING HURDLE(TO FIND A UNIQUE PROPOSITION TO SELL)

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CHARACTERISTICS OF AVALANCHE

• Low alcohol content of 2.7%.• Low calories.• Mild in flavour• Light in color• Low bitterness and no aftertaste

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THE MARKET

• We are launching this product for the first time ever. Right now we are not focusing on profit; our current objective is to launch the product successfully. As we succeed in it then we will enter into growth stage and so on.

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STRENGHTS

• Low alcohol content of 2.7%.• Low calories.• Mild in flavour.• Light in color.• Low bitterness and no aftertaste.• Attractive packaging.• Favorable for women.• Attract first time drinkers

SWOT ANALYSIS

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WEAKNESS

• New in the market.• Government interventions.• Bad image among elders.• Will not be preferred by hard drinkers.

OPPURTUNITIES:

•Increase in living standards•Good reputation of our company in the market•People’s perspective towards beer is changing.•Large no. of bars, hotels etc. are being set up in different cities.

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THREATS• Ban on surrogate advertising. • Government clamping down on alcoholic

beverage companies .• People are brand loyal towards competitors.• Well established players exists in the

market.

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MARKET SEGMENTATION

GEOGRAPHIC:• Cities• Metropolitans• Towns• Rural areasDEMOGRAPHIC:• Younger generation• Middle aged• Old aged• Corporate workers

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PSYCHOGRAPHIC:• Experiencers• First time drinkers

BEHAVIORAL:• Non users• Ex-users• Potential users• Regular users

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TARGET MARKET

CURRENT MARKET:• Upper class• middle class• Lower classPOTENTIAL MARKET:• First time drinkers• Working women• Low calorie drinkers• Ex-users• Brand loyals

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PRODUCT STRATEGY

DESCRIPTION :• The product is a beer in the ‘light beer’

category.• It is by definition, extremely light in color

and body,• Mild in flavour.

STAGES OF PLC :• Our product is at introductory stage.

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Our research and development:

• As it has low alcoholic content of 2.7%, it will also attract the first time drinkers.

• After reaching to maturity stage of product life cycle we will be launching a strong beer and other we are planning to enter into other segments of liquor industry.

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CUSTOMER NEEDS AND WANTS:• Easy availability• Fair pricing• Best quality• Attractive packaging• Money for value

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Advantages from customer’s point of view:-

• Low alcohol• Low calories• Pet bottles are re-usable• Relaxing• Thirst quenching• Favorable drink among friends

Disadvantage from customers point of view:-

• Not preferable by hard drinkers• Social non-acceptance• Women shy away because of calories and

have traditionally been a buddy drink.15

OUR COMPETITION

Analysis of competition in the market:• GENERIC: we don’t face generic

competition from any of our competitors. • BRANDED: kingfisher,Haywards5000 and Castle lager.

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• PRIMARY: It includes all the industries and

brands that are into beer market like UB GROUP,MOUNT SHIVALIK,SHAW WALLACE…etc

• SECONDARY: It includes the whole liquor

industry.17

WEAKNESS OF COMPETITORS

• They yet don’t have all the possible flavors available.

•They have not yet faced any competitor like us.

• There is vast segment of market still available.

• Their price is not justifying their product.

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PACKAGING

• The primary is in a bottle (primary package) that is in corrugated box (secondary package).

• Size- pint-sized (330 ml) bottles & 660 ml. bottles.

• Bottles are wide mouthed & long-necked bottles. 19

PRICING STRATEGY

• 3C’s: Cost, Customer and Competition.• We have introduced our product at a low

price in order to compete with our competitors.

• Penetration Pricing• This is because we want to penetrate in

the market and reach the point of break-even within 3-4 years.

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FACTORS PRICE

Raw material 10

Work in progress 4

Labor cost 5

Promotional cost 6

Distribution cost 5

Profit 10

Total price 40

REASONS FOR PROMOTIONCognition / cognitive objective: to inform the customer.

Affective: create favorable impression.

Behavioral: induce the customer to buy and eliminate hurdles.

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PROMOTION STRATEGY

SALES PROMOTION:• Banners will be displayed.• Sample will be provided at all leading pubs.

• Online outletsPUBLIC RELATION:• Seminars, meetings and press conference are being held to make our image rosy.

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PLACEMENT STRATEGY

•We will place our stalls at most of the liquor shops and few of the retail outlets.

•We are going to sell this brand only in the four major metropolitans namely, Delhi, Mumbai, Kolkata and Bangalore.

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•

Our initial target market is the elite class after capturing this market we will foray into new markets such as middle class, lower middle class and rural people. Keeping this in mind our product presently will be available in super markets and departmental stores. In the future we also intent to open our own outlets catering exclusively to our products.

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ACTION PROGRAM Product:

We will advertise our product using all the media channels.

We will encourage people to buy it, as it is the ultimate tool to leave a good impression on people.

Price:Our product will be sold for Rs. 25 for

small and Rs. 40 for 660 ml bottle. Promotion:

We will be promoting our product with the help of various tools according to legal obligations.

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THANK YOU!

Presentation By:-Rahul TiwariAditya GulshanKaran GoswamiAnkit RathodRaktimaSevendra Sahu

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