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When its time for "me" its time forWhen its time for "me" its time for HerbrewHerbrew

HERBREW

Presented By:- Vikash Kumar

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Customers

CustomersYouths, College students, Working employees and Celebrities

Customer Segment Unisex Age Group (15-60)Across India

CompetitorBrand- Nescafe, Tata coffee, Bru, Caf coffee day.Form- Sugar free and caffeine freeGeneric- Green tea

Differentiator Purely herbal product

USP Caffeine free (Organic roasted dandelion roots and Ginkgo Biloba leaves ),Sugar Free (Licorice root)

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New marketing TechniqueGiving an ad on website, Distributing pamphletsGiving ad on Radio, Installing coffee machine inside companies and

officesDistributing free samplesConsumer BehaviorSocial factors- Friends and FamilyPersonal Factors- Age, Education & Income

PurchaseD

ecisionInfluencer-Youths (College Students), Working employees &CelebritiesBuyer- Parents, YouthsCompetition Analysis Differentiated OligopolyCompetitive Strategy

Market ChallengerSugar free, Caffeine FreeFrontal AttackGuerilla Attack

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Demand ForecastMarketDemandThe market demand will be on selling a 1.2 cr units per annumOn selling 10,00,000 units for a month will give sales of Rs 4,60,00,000

Market forecast

The total sales target of the company for 5 years is to sell 6,00,00,000 unitswhich will give a turnover of Rs 2,76,00,00,000

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Marketing mixProductCaffeine free and sugar free coffee

We have replaced caffeine content i.e Coffee beans withOrganic roasted dandelion roots and Ginkgo Bilobaleaveswhich gives similar taste of Coffee and is good for healthas well as We have replaced sugar with Licorice rootwhich also

gives very similar taste of sugar. We have used other ingredientslike Organic carob, organic barley, organic chicory, organic dates,almonds, natural mocha flavor, organic figs, organic cocoapowder and Contains Almonds.

Product will be available in three different types of flavor:

VanillaNut, Hazelnut and Mocha

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Pricing

Fixed cost:Factory Setup= 2 Cr

Machineries= 3 CrOffice setup= 20 Lakhs

Total Fixed cost= 5.2 cr

Variable Cost:RawMaterials= 5 Lakhs/Month

Packaging= 30 Lakhs/MonthTransport= 20 Lakhs/MonthSalaries:-Total Higher Authority employees=5, with pay scale of50,000/mth/each employees=2 .5 Lakhs/MonthTotal Managers=10, with pay scale of 25,000/month/eachemployees=2 .5 Lakhs/MonthTotal Supervisors=10, with pay scale of 20,000/month/eachemployees=2 Lakhs/MonthSales Employees=100, with pay scale of 15,000/month/eachemployees=15 Lakhs/MonthShop Floor Employees=100, with pay scale of 7000/month/eachemployee=7 Lakhs/MonthHouse Keeping=10, with pay scale of 4000/month/eachemployee=40 thousand/Month

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Electricity= 1 lakhs/monthAdvertising= 50 Lakhs/monthPromotions= 30 Lakhs/monthPublicity= 20 Lakhs/month

Total Variable Cost= 1,85,40,000/month= 22,24,80,000/annumUnit Sale= 10 lakhs/months = 1.2 Cr/annum, Desired Return on Sale= 50%

Unit Cost= 22.87/-MarkUp Price= 45.74/- per unitTarget Returning Price= 34.30/-

FixedMRP= 46/- for 50 gm packet, 80/- for 100 gm packet, 125/- for150gm packet, 250/- for 300gm packet And 415/- for 500gm packet.

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Product packaging

50 gm and 100 gm will be available in an air tight packet to

maintain the aroma of the coffee.

150 gm, 300 gm and 500 gm will be available in a glass bottlebecause Glass containers are safe, tamper-resistant, inert, non-porous and impermeable to chemical interactions. Glasscontainers protect products from degradation caused by

moisture and oxygen. Properly sealed, they ensure thefreshness, taste and quality of products stays over a very longtime.

Nutritional Chart printed in every packet

Healthy Tips for this product on each pack

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Place

Retail outlets- consumers are generally more concerned about

purchasing good from retail outlets, so marketing for the product willbe easy as the retailers will also participate in marketing the product

General Stores- General stores would be the best way to marketthe product as every customers gets all basic needs from this stores.

Medical Stores- Since the product is herbal and organic so

marketing the product in medical stores would increase themarketing.

College andOffice Canteens- Since college students, youths andworking employees are much more interested in coffee, so marketing

the product in office and college cafeteria will give a good awarenessfor this product.

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BUDGETBUDGET

Year 1 Year 2 Year 3 Year 4 Year 5

Total Cost

of

Operations

27 cr 27.54 cr 28.09 cr 28.37 cr 27.65 cr

Percentage

Escalation

0% 2% 2% 1% 1%

Total Sales

Exp

1.2 cr 1.3 cr 1.3 cr 1.4 cr 1.6 cr

Percentage

Growth in

Business

10% 12% 15% 18%

Total Profit 30.2 cr 31.4 cr 32.6 cr 32.62 cr

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Integrated Marketing ConceptImplementation Program

Action Plan.Product will be available in packet of 50gm, 100gm, 150gm,300 gm and 500 gm. The product will be available at every retail anddepartmental store All over India.Action program.

Targeting Youths, office employees, CelebritiesStalls in colleges, office canteens & Promotional Events inshopping mallsUse media for promotion (News paper, Website, Radio)

Advertising

B

rochures ,P

amphlets, Websites andB

anners

Sales PromotionFree SamplesSponsoring Special EventsHealth awareness programs

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ThankYouThankYou