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100 plus maketing plan

Extracts from this document...

Introduction

100PLUS AND 100+MASLA DRINK EXECUTIVE SUMMARY The following Marketing plan is about to introduce the new innovative product by F&N which is named as 100+Masala. This will be a convenient product which will be readily available to quench the thirst of our customers and will also give the high electrolytes energy drinks. The product will be introduced to capture the 20+% market share in the category of isotonic drink market. The market is still unserved for this segment and company will be going to introduce a new a market trend as well as going to challenge its competitors. This product will lead the company in functional drink market and will carry the company on the top spot. The target market for the product will be the health conscious and energetic customers. In the first year of operation the 100 Plus will be introduced in Tamil Nadu and Kerala because there are more potential and enthusiastic customers and we can get result more fast about the success of product. The Company will increase its market share through targeted advertising to increase the number customers who want convenience and are looking to have a drink of unique nature which will give them taste, energy and the nutritional benefits of energy drink. CONTENTS PAGE NO. 1. Introduction ..................................................................................................... 4 2. Situation Analysis .............................................................................................. 6 2.1 Market Summary .................................................................................... 6 2.2 Profitability & future growth potential ................................................... 6 2.3 SWOT Analysis .. ...................... ...................... ...................................... 7 2.4 Competitor Analysis ............................................................................... 8 2.5 Director Competitor ........................................................................ 8 2.6 Indirect Competitor ................................................................................ 9 2.7 Product Offering ........................................................................... 9 3 Market Strategy ................................................................................................ 10 3.1 Mission ................................................................................................... 10 3.2 Segmentation ......................................................................................... 10 3.3 Marketing Objectives ..................................................................... 12 3.4 Functional Objectives ........................................................................... 13 3.5 Target Market ....................................................................................... 13 3.6 Market Specific and Value Creation ................................................... 14 3.7 Positioning ................................................................................ 15 3.8 Justification for Innovation of Product ............................................... 16 4 Market MIX ..................................................................................................... 17 4.1 Product Distribution ............................................................................. 17 4.2 Advertising ........................................................................................... 17 4.3 Price Strategy ........................................................................................ 18 4.4 Promotion Strategy ............................................................................... ...read more.

Middle

Segment identification: RTD (Ready-to-drink) bottled Isotonic Drink, to be established within the Functional Drinks sector. Segment needs: The product will have both physiological need (hydrating and nutritional value) and social needs (perception of a social, fun drink with a sense of belonging within peer consumer groups) Segment trends: The current trends include a shift away from junk foods and carbonated drinks, a growing interest for healthier / beneficial products for the "mind and body" the trend towards the availability of on-the-go products for those with an active lifestyle, as well as the trend for personalization through customization (or for beverages, through variety-seeking in a wide introduction of flavours. (www.oppapers.com) Segment growth potential: Statistical reports anticipate a segment growth of 1.72% over the next 9 years (2015) for the 10-29 years old subsets. (www.oppapers.com) 3.6 Market Specific and Value Creation State Name: Tamilnadu and Kerala Geographic Location: Located in southern tip of India. Both these market have produced more number of sports men. Target Customer: Schools, College, Sports people and youth people. Income: no barriers Isotonic Drinkers: Due to hot climate in Tamilnadu and some part of Kerala people usually take some drinks to overcome the head. So there is a demand for drinks and there more number of sports persons than any other states in the country. And we are not only focusing only on isotonic drink market but also the commercial drinks market too as explained above. Market needs: Currently in Tamilnadu and Kerala, there is a large portion of people consuming soft drinks. And these soft drinks are carbonated drinks there is no isotonic drinks at present. And it is a virgin market to conquer and 100 PLUS already a popular brand in Malaysia, Singapore and other part of south East Asia. Value Creation: * Tamilnadu and Kerala produced many top ranked sports man. * Hot weather. * High number of Engineering/Medical/Research Colleges and Schools. ...read more.

Conclusion

to promote Isotonic Drink and also to get in touch with our potential market. It will allow F&N to interact with our Generation Y Consumers. 8 Contest 7th month to 8th month We will use contest to give a second "push" to the sales of the Isotonic Drink. 9 Publicity All the time Use of TV ads and news to make the general public aware of the existence of Isotonic Drink. Marketing Department Hierarchy Chart: Control: In the first month of operation Management will over view that whether the Marketing goals and objectives are going in right direction or not if not than what went wrong and what are differences between actual and expected performance. This may require changing the action programs or even changing the goals. * Operating control: It involves checking ongoing performance against the annual plan and taking corrective action when necessary. It will ensure us that the com-any achieves the sales, profits and other goals set out in annual plan. It also involves determining the profitability of product. * Strategic Control: It involves looking at whether the company's basic strategies are well matched to its opportunities. Marketing strategies and programs can quickly become out-dated and there will be need of periodically reassess its over all approach to the market-place. A major tool is marketing audit. Marketing Audit: There will be a need of monthly marketing audit regarding current activities and sales volume. It will cover all the marketing areas of business. It will include audit of: 1. Marketing Environment 2. Marketing Strategy 3. Marketing Organization 4. Marketing Systems 5. Marketing Mix 6. Marketing productivity 7. Profitability 8. Measuring and Managing return on Marketing Investments: After six months of operation we have to measure that whether our investment is being spent well or not? Are we getting targeted Return on Investment or not? Return on Investment: The net return from a marketing investment divided by the costs of the marketing investment. It measures the profits generated by investments in marketing activities. (Source: Principles of Marketing) 5. ...read more.

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