Sosyo

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its a cold drink of hazoori and sons selling in ahmedabad,surat,rajkot and mumbai

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  • Sosyo

    1. 1. Prepared By: Sunil Chhajar The Never Ending
    2. 2. Time Product Develop- ment Introduction Profits Sales Growth Maturity Decline Losses/ Investments ($) Sales and Profits ($) The course that a product’s sales and profits take over its lifetime
    3. 3. CHARASTERISTICS 1.SALES <ul><ul><li>2.COSTS </li></ul></ul>3.PROFITS <ul><ul><li>4.CUSTOERS </li></ul></ul><ul><ul><li>5. COMPETTORS </li></ul></ul>INTRODUCTION 1.LOW SALES. 2. HIGH COST PER CONSUMER 3. NEGATIVE 4. INNOVATIVE 5.FEW GROWTH 1.RAPIDLY SALES. 2.HIGH COST PER CONSUMER 3.RISING PROFITS 4.EARLY ADOPTERS 5 . GROWING NUMBER MATURITY 1.PEAK SALES. 2.LOW COST PER CONSUMER 3. HIGH PROFITS 4.MIDDILE MAJORITY. 5. STABLE NO. BEGINNING TO DECLINE DECLINE 1.DECLINING SALES 2. LOW COST PER CONSUMER 3.D ECLINING PROFITS 4. LAGGARDS 5.DECLINING NUMBER
    4. 4. <ul><li>SOSYO IS IN INTRODUCTION STAGE . </li></ul><ul><li>LOW SALES </li></ul><ul><li>HIGH COST PER CUSTOMER </li></ul><ul><li>NEGATIVE PROFIT </li></ul><ul><li>CUSTOMER ARE INNOVATIVE </li></ul><ul><li>FEW BUT BIG COMPETITORS </li></ul>
    5. 6. <ul><li>Non Availability </li></ul><ul><li>Tastes like liquor </li></ul><ul><li>Less Known Brand </li></ul><ul><li>Is sold in Ahmadabad ,Rajkot , Surat & Mumbai only </li></ul>
    6. 7. New-to-the-world Cost reductions New product lines Additions Improvements Repositioning
    7. 8. <ul><li>Sosyo has been discarded by the consumer </li></ul><ul><li>Positioning can be done with adequate improvements in the product </li></ul><ul><li>We have identified the segments and are going to target those segments </li></ul><ul><li>The new product will have improvements & additions of Mint flavour </li></ul>
    8. 9. Steps In New Product Development
    9. 10. <ul><li>To develop a new drink that doesn’t taste like Sosyo </li></ul><ul><li>To bring the same drink in different colours </li></ul><ul><li>To develop a new drink that can quench the thirst of the people </li></ul><ul><li>To make a drink that is mint based </li></ul><ul><li>To market a health drink </li></ul><ul><li>To develop a diet version of the same drink </li></ul><ul><li>To add some flavors to the same drink </li></ul>
    10. 11. <ul><li>Product idea </li></ul><ul><li>Product concept </li></ul><ul><li>Category concept </li></ul><ul><li>Brand concept </li></ul><ul><li>Concept testing </li></ul>20- <ul><li>Strength of Class= 55 </li></ul><ul><li>Who doesn’t prefer= 2 </li></ul><ul><li>Who prefer soft drinks but not Sosyo= 47 </li></ul><ul><li>Reasons for non preference: </li></ul><ul><li>Taste </li></ul><ul><li>Colour </li></ul><ul><li>Non Availability </li></ul><ul><li>Brand Unawareness </li></ul>
    11. 12. <ul><li>To develop a new drink that doesn’t taste like sosyo </li></ul><ul><li>Develop a new drink that can match with the taste preferences of the target market like a health drink or a diet drink </li></ul>
    12. 13. <ul><li>Marketing Strategy Development </li></ul>Stage-I Stage-II Stage-III Target market Product positing Sales, market share &profit goals B school students of IBS sec-c who are young, well –educated, moderate to high income. Positioned as refreshing, Cool , stress buster and a soft drink with a different taste
    13. 14. Stage-II Planned price Distribution Marketing Budget 200 ml-7 300 ml-10 Tie up with major distribution channels Dealers with IBS nearby shops. And canteen selling more than 550-600 bottles addl discount of 5% except the normal 10% on list price. Rs. 4 per bottle
    14. 15. Long Term Sales Profit Goals Marketing Mix ROI- 15-20% PROFIT @ Rs.1 per bottle Amount expected to be raised 15-20% and research should be reduced 5% every year.
    15. 16. <ul><li>Projected Sales- 450-500 bottles/month </li></ul><ul><li>Review of sales </li></ul><ul><li>Costs-Rs.6/bottle </li></ul><ul><li>Projected profit- Rs1/bottle </li></ul>
    16. 17. <ul><li>Here R & D or engineering develops the concept into physical form: </li></ul><ul><li>A pet bottle of 200 & 300ml </li></ul><ul><li>A diet version of Sosyo(less than 1 calorie) </li></ul><ul><li>Tastes like mint </li></ul>
    17. 18. AUGMENTED PRODUCT CORE BENEFIT Quenching the Thirst refreshingly ACTUAL PRODUCT DELIVERY AND CREDIT “ Bulk Discount on Bulk Purchase” INSTALLATION WARRANTY AFTER SALE SERVICE “ Continues feedback” PACKAGING “ Attractive Pet Bottle” QUALITY LEVEL “ Superior” DESIGN “ Persuasive” FEATURES “ Mint Form” “ Diet Version” BRAND NAME “ Minto” THREE PRODUCT LEVEL
    18. 19. <ul><li>A stage in which the product and marketing programs are tested in more realistic market settings like : </li></ul><ul><li>1. Distributing free samples of 90ml. </li></ul><ul><li>2. Targeting the group leaders . </li></ul><ul><li>3. Promoting the product with ads and banner within the campus area. </li></ul>
    19. 20. <ul><li>Sponsoring events of the college like Scintilla, International Conferences. </li></ul><ul><li>The product will be launched during first week of April. </li></ul><ul><li>Where to launch the product? </li></ul><ul><li>- IBSA SEC-C </li></ul>
    20. 21. 9- The differential effect that brand knowledge has on consumer response to the marketing of that brand Endowing products and services with the power of a brand. Brand Equity Brand Knowledge Knowledge THOUGHTS FEELINGS IMAGES EXPERIENCES BELIEFS Associations Brand Associations Strong Unique Favorable Brand Promise Promise The marketer’s vision of what the brand must be and do for Consumers. Secondary Sources of Brand Knowledge
    21. 22. Develop new brand elements Apply existing brand elements Use a combination of old and new
    22. 23. Elements Slogans “ Minto Ho Saath to ban Jaye Baat” Brand name “ Minto” USP “ Mint Based Drink ” Logos Symbols Characters
    23. 24. More for more More for same More for less The same for less Less for less More The same Less More The same Less Brand Positioning Map
    24. 25. Brand Elements Marketing Activities Meaning Transference
    25. 26. <ul><li>Using the Brand Elements & leveraging Secondary Associations to create higher Brand Equity </li></ul><ul><li>Creating SCHEMA by creating STRONG, FAVOURABLE AND UNIQUE associations with the students </li></ul><ul><li>Increasing Brand salience and re-use by the differential response to the brand </li></ul><ul><li>Extending the Brand Equity of Sosyo to the new Brand creating a Brand Family. </li></ul>

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