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Subject:- Marketing Applications & Practices
Topic:- FMCG SectorSubmitted To:- Prof. Ashwin KherOriental Institute Of Management
Group membersNAME ROLL NO
Dipti Bapardekar 9105
Aakanksha Bhandari 9106
Vidya Menon 9132
Deepa Shetty 9152
Gayatri Suryavanshi 9257
Komal Suthar 9158
Definition of F.M.C.GFMCG Refers To Consumer Non
Durable Goods required For Daily And Frequent Use.
Typically The Consumer Buys These Goods Once Month.
Genres FMCG Categories
Baby foods Cereals Instant Formulas
Biscuits & Bakery
Glucose Biscuits Marie BiscuitsSalt and Sweet Biscuits Cream BiscuitsDigestive Biscuits Salt BiscuitsCookies Wafers
ConfectioneryChocolates Mouth Freshners
Candies EclairsGums Mints
Dairy Products Butter Cheese
Drinks
Aerated Drinks Mineral WaterFlavoured Milk Milk Based DrinkJuice Concentrates JuicesSquashes
Food Additives Baking Powder Custard
Hot BeveragesCoffee TeaHealth drinks Milk Powder
Processed FoodsHoney SaucesJams Pickles
Ready to CookInstant Noodles Regular NoodlesPapads Regular Pasta
SnacksChips NamkeenSweets
FOODS Genres & Categories
Contents
Marketing strategyCompany profileMarketing analysisSWOT analysisSituational analysisMarketing mixSTPManufacturing processFuture planProjected profit & loss
COMPANY PROFILECOMPANY NAME: Koko Lite Pvt LtdFIRM: PARTNERSHIP FIRMADDRESS: PLOT NO.33, Behind civil station compound, Palakkad -678001 ,Kerala.PARTNERS:
Dipti,Aakanksha,Vidya,Deepa,Gayatri,Komal
INDUSTRY: FMCGPRODUCT: Koko Lite - “one natural
experience”LAUNCH ON : 1st April,2010.
Market analysisDespite the economic recession,
the Rs 86,000-crore Indian FMCG industry is expected to register a double digit value growth in the last quarter of 2008-09.
There's no clear trend for margins as different companies will post different margins depending upon the commodity prices
EMERGING BEVERAGE TRENDS
The beverage industry is a shifting landscape as volume leading categories such as soft drinks and beer continue to experience share erosion while functional and health & wellness oriented categories enjoy double-digit volume growth:
Soft Drinks -3.9% Domestic Beer -1.2% Energy Drinks +53% Bottled Water +25% RTD Tea +23% Sports Drinks +19%
SWOT ANALYSIS
Shorter Shelf LifeRigid Mentality of PeopleLacks popularity
Govt Subsidy
Competition( Vendors)Existing Brands
SWOT
STRENGHTS WEAKNESS
OPPORTUNITIES THREATS
Situational AnalysisSituational analysis means data on
sales, cost, the market, competitors and the various forces in the macro environment
CompetitorsPanchranga groupThe little export companyFortune beverages pvt. Ltd.Philoden exports pvt. Ltd.Shreejal coconut water
Marketing Mix
PRODUCTQuality- PremiumFeatures- Fat Free, Promotes Weight
Loss, Raise metabolism , controls diabetes, treats kidney stones.
Brand Name- Koko LitePackaging- Tetra PackSize- 200ml
Marketing MixPriceM.R.P Rs- 15/-Cash Discount Allowed- 5%Payment Period- 15 days
Marketing MixPromotionAds in Newspapers and Best BusCoconut FestivalTie up with GymsSponsor Sports Events in Schools &
CollegesFree SamplesTie up with Airways & Railway Pantry
CarTie up with ‘Dosa Plaza’
Marketing MixPlaceChannels- Wholesalers, Retailers &
AgentsCoverage- MumbaiInventory- Cold StorageTransport- Rail, Road & Water
STP Segmentation Geographic Region: Mumbai (near by areas like pune,nasik,
thane) City or Metro Size: Density- urban , suburban Demographic age – suits to all age groups Income- above Rs.10000 Social class – social economic class a b middle class, upper
middle class Benefits – quality, economic User status – non user, ex- user, potential user, first time user Usage rate – light user, medium user, heavy user Readiness stage – unaware, aware, informed, interested,
desirous, intending to buy Attitude towards product – enthusiastic, positive, indifferent,
negative, hostile
target
Single segment concentrationThe firm gains a strong
knowledge of the segment’s needs
Achieves a strong a strong market presence
If it captures segments leadership, the firm can earn a high return on its investment.
PositioningPositioning by product attribute 2
min noodle and now they r health product
Real juice, frootyWhat specific benefit that
product offersIts not fastIt needs times to get place in
minds of customer
Manufacturing process MAIN MOTTO – Distribution of coconut water to the
consumer in tetra packs without affecting its natural properties.
Micro filtration process The new technology is essentially a micro filtration process;
the water filters through a medium, such as porcelain or a polyacrylic gel, that retains all microorganisms and spores and renders the permeate commercially sterile
Nine-month old (approx) coconuts are harvested; the water is extracted, inspected and then passed through a coarse filter to remove solids and particulates. The standard procedure is to verify each opened nut prior to emptying it into a stainless-steel pail.
The water is then transferred into a refrigerated tank held at 6°C to avoid fermentation andenzymatic deterioration during further processing.
Tetra packaging machine
Future plansCurrently we are only operating
in Mumbai and its near by regions, in future we will try to reach out other metropolitan cities.
Tie up with PepsiCo to reach out further parts of India through their distributional channel.
Thank You