marketing mix and stp of glucon-d

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  • 1. GLUCON-D By B.Sandeep Roll no:40
  • 2. About Heinz
    • HJ Heinz Company is the iconic US based global food giant.
    • Heinz with its global reach offers a range of 5700 product varieties.
    • Heinz India Pvt. Ltd was formed in the year 1994 by buying out the consumer product division of pharmaceutical company Glaxo .
    • HJ Heinz Co a readymade portfolio of brands such as Complan, Glucon-D, Nycil and Farex
  • 3. About Glucon-d
    • Glucon-d was introduced in 1933 and has been the category creator and dominant market leader ever since.
    • Glucon-d was adjudged as the 14th most trusted brand in the Brand Equity Survey 2009.
    • Glucon-d is the leader in the instant energy drink category and enjoys a 70 per cent market share as against Dabur's Glucose and Wipro's Gluco-Vita.
  • 4. Marketing mix
  • 5. Product
    • Product is any thing that is offered to satisfy the need of the customer
    • Glucon-d is a glucose based beverage and is available in powder form with 99.4 % of pure glucose it is easily absorbed by the body and is available for energy instantly
  • 6. Product mix
    • Product width :-No. of different product lines
    • Heinz India Pvt. Ltd has product width of 5
    • Tomato ketchup
    • Complan
    • Nycil
    • Glucon-d
    • Farex
    • Sampriti ghee
  • 7.
    • Product depth :-No of different variants in product line
    • Glucon-d tangy orange
    • Glucon-dFruit energy- pineapple
    • Glucon-d nimbu pani
    • Glucon-d Fruit energy orange
    • Glucon-d regular
  • 8.
    • Product length:-
    • The ‘length’ refers to the sum total of number of items in each product lines.
    • Product length for Heinz is 45.
  • 9.
    • Consistency:-
    • Glucon-d and its flavours are very consistent because its only deals with energy drinking and its flavours also gives the same.
  • 10. Price 22.00 97.00 100gm 500gm Glucon-d nimbu pani 24.00 45.00 99.00 100gm 200gm 500gm Glucon-d tangy orange 19.00 36.00 80.00 125.00 100gm 200gm 500gm 1kg Glucon-d regular Price in Rs Package size Flavours
  • 11. Pricing strategy
    • Initially Glucon-d was using skimming strategy but based on the market conditions aspects , at present the glucon-d is using product line strategy.
    • Glucon-d follows a pricing strategy that asks a higher price and discounts on the other hand.
    • Competitors pricing
  • 12. Placing
    • Glucon-d is distributed to all suppliers & wholesalers and from suppliers to retail outlets
    • Over 1,600 Distributors reaching out to 4.5lakh retailers across the country
    Manufacturer Mother depot Distributor of the state Local distributor Retailer, Medical shops, Kirana stores ,malls
  • 13. Promotions
    • Promotions through
    • TV advertisements
    • News papers
    • print media
    • Retail outlet layouts
    • Sales promotions
  • 14. Segmentation Targeting& positioning
    • This product is segmented on both low end and high market.
    • Glucon-d has undifferentiated marketing
    • Glucon-d is targeting all groups of buyers
    • Glucon-d is mainly concentrating during summer season
    • Glucon-d….. Replenishes lost energy
    • Glucon-d is positioned as energy drink with strong brand image.
  • 15.