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Marketing ManagementMarketing Management
Product Design
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THE NEW PRODUCT THE NEW PRODUCT
y PackagedoCold coffee
oHerbal cold coffee
oMint cold coffee
y Name of the Product : Brauner
y Herbal cold coffee:
The latest evolution is herbal coffee that is
the closest approximation to real coffeeCaffeine-free Herbal Coffee is a deliciousblend of herbs, grains, fruits and nuts thatare roasted and ground to brew and taste
just like coffee.
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WHY ??? WHY ???
y Cold coffee as a product has emerged as anew market.
y Packaged cold coffee as a product has no
competition in the Hinjewadi areay The area of Hinjewadi is more of youth
oriented. With a lot many college goingstudents and the young IT crowd.
y Herbal coffee focuses on the health concept.Which is becoming a fad among the youthsof today
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Customer Value HierarchyCustomer Value Hierarchy
Potential Product
Augmented Product
Expected Product
Basic Product
Core Product
Refreshment
Cold
Coffee
Taste and
Handling
Health
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PRODUCT DESIGN ANDPRODUCT DESIGN AND
DEVELOPMENT DEVELOPMENT
y Product Design to develop prototypesbased on market research
y System Design to build marketing
strategiesy Monitoring and Evaluation to implement
client satisfaction tools, productadjustments, product impact and identifynew needs and markets.
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PRICINGPRICING
Brauner price Competitor ¶sproduct
Competitor·s price
Cold coffee
200 ml sipper pack
500 ml Tetra pack
Rs 10 ²
Rs 24-
Cold coffee
200 ml take away
bottles
Rs 15-
Mint flavored coffee
200 ml sipper pack Rs 12-
None
---
Herbal cold coffee
200 ml sipper pack Rs 15-
None
---
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Targeting:Targeting:
Product: The cold coffee market.Product: The cold coffee market.
Market : The urban youth of Market : The urban youth of HinjewadiHinjewadi market.market.
Single
SegmentConcentration
Product
Specialization
P1
P3
Packaged
Cold Coffee
Packaged
Cold Coffee
P1
P3
M1 M3M2
M3M2M1
Present
Future
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Positioning:
As a refreshing, tasty and a healthy market
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PROMOTION:PROMOTION:
Advertisements:Through local media channels and local news paper( sakaal,pune times).
To promote it as a health, tasty and refreshing cost effective
brand through advertisements we will mainly be focusing onthe back drop of the advertisements highliting the abovecharacteristics if the brand
Shelf space:
We will make sure that proper shelf space is given to the
product in the retail outlets and make sure that properposters focusing on the above aspects are there on the back drop.
Promotional Packages: In the beginning we will be givingfree 200ml packages with our flavored milk tetra packs.
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BRANDINGBRANDING
y Naming: Individual Name: The product will be launched in the market with
the name of brauner .
Objective : As this is a product targeting mainly the youth name
like ³Dhruv´ will sound too conventional. Thus the name ³Brauner´will be more appealing to the youth.
y Packaging : We will be mainly focusing on the the form in which the product
will be marketed. We will marketing our product in 200 ml sipper
packages that will be attractive and easy to handle packages.
The tetra pack will also be launched in attractive packages in500ml package.
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MARKETING CHANNEL MARKETING CHANNEL
y Already a strong established distributionchannel in the market
y Targeting all the retail and food outlets in
the markety Targeting all the college canteens located in
and around the area
y Targeting all the canteens in the various IT
industry and different officesy The distributors will be given discounts on
the quota of their sale
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PORTER FIVE FORCESPORTER FIVE FORCES
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SWOT ANALYSISSWOT ANALYSISSTRENGTHS : NEW PRODUCT ( Herbal and
flavored)
Very cost effective
Right place- the target people are
in close vicinity
Herbal coffee carries high healthbenefits
Product variety
Attractive and convenient
packaging
OPPORUNITIES: Completely new and unexplored
market
Amul kool coffee the only
competitor does not have a very
strong reach
WEAKNESS Brand not known for cold coffee
Completely new flavors ( mint and
herbal) a very new concept.Can take
time for acceptance
THREATSThe product is easily imitable
Strong competition in the future can
be expected
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THANK YOU.