3. Age group of 18-35 years
Working Couples, College students
Cities close to production site ( Patna,
Kolkata, Ranchi, Jamshedpur, Dhanbad
)
Corporate canteens
Rail and bus passengers
TARGET
SEGMENT
4. Pulse is a packaged health drinks brand
offering variety of products like fruit
juices and vegetable juices.
Pulse will offer preservative free drinks
by using natural alternatives like:
Cranberry juice, lemon juice as a blend in fruit juices
Medicinal herbs which have powerful anti-oxidants
It will provide low fat options by using
sugar substitutes like Aspartame,
Sucralose
High fiber content by retaining pulp of
the fruit
Variety of flavors to choose from
PRODUCT
6. Bihar government is encouraging food processing
industry setup
Land at registered price
Subsidies in procurement of raw materials
Funding for Initial setup
Cheap labor
Bihar is known for its premium
litchi.
Accounts for 80% of total
production.
Bihar is the largest producer of guava,4th largest producer of
mango in the country, accounting for nearly 11 per cent
Tap the Untapped
PRICE
7. PRICE
According to New Industrial Promotion Policy-
2011,
Bihar Government will give incentive to the small
and medium industries
Subsidy equal to 50 to 60 per cent of the total
amount involved in setting up of the plants.
Support from government on the controversial
matter of land acquisition.
No stamp duty for land registration when setting up
a new industrial unit
Government reservation policy followers would get
10 per cent additional funds.
8. Make the products available at strategic
locations like metro stations, railway stations
and bus stations to increase visibility.
Distribution Network: Directly contact the small
retailers and offer them better margins to make
them sell our product.
Create Awareness: Distribute free samples and
pamphlets to the target segment to create
awareness about the product. Sponsor college
fests.
PLACE
9. Price Differentiation: Keep the price at least
10% lower than the nearest competitors.
Highlight the fact that the product is better for
health than our competitors on its packets to
influence customers.
Attractive packaging
Build Trust: Take online and offline feedback
from customers and improve our products
accordingly.
PROMOTION
10. Exponential growth in demand in past
few years
Agricultural strength in India
Rising incomes, changing lifestyles and
favorable demographics
Favorable government policies in India
Wider range of products
Cost effective
WHY PULSE WILL
SUCCEED?