MARKETING MANAGEMENT              SUBMITTED TO:       PROF. YASMIN SINGAPOREWALASUBMITTED BY:                             ...
CONTENT:1. EXECUTIVE SUMMARY2. MARKET RESEARCH & ANALYSIS3. MARKET DESCRIPTION4. NEW PRODUCT DEVELOPMENT    1. IDEA GENERA...
1. IDEA GENERATION:       Opted after the discussion and brain storming activity2. IDEA SCREENING:       Critical appraisa...
4. CONCEPT TESTING:       The Second Concept of thirst quencher to healthy& nutritional drink is selected.   a) SEGMENTS: ...
b) TARGET: A target market is a group of customers that    the business has decided to aim its marketing efforts    and ul...
5. BUSINESS ANALYSIS: Factors affecting the demand ofKalpataru:    The Price of Kalpataru.    The Income of Consumers.  ...
6. PRODUCT DEVELOPMENT:The R & D Department will develop the physical version ofthe product concept.Developing the produ...
(B) PRICE: Penetration Strategy                                  8
(C) PLACE:1. DISTRIBUTIONAL CHANNELS                          Mumbai                                                    De...
7. TEST MARKETING:     Test Marketing refers to the actual production in    one or two markets on a relatively smaller sc...
THANK YOU            11
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  1. 1. MARKETING MANAGEMENT SUBMITTED TO: PROF. YASMIN SINGAPOREWALASUBMITTED BY: KALPATARUANUJA BAMBULKAR 63MANEESHA PATEL 96RAHUL DAS 69RUCHI JAIN 76WASIM SHAIKH 102PRASAD SHUKLA 82 1
  2. 2. CONTENT:1. EXECUTIVE SUMMARY2. MARKET RESEARCH & ANALYSIS3. MARKET DESCRIPTION4. NEW PRODUCT DEVELOPMENT 1. IDEA GENERATION 2. IDEA SCREENING 3. CONCEPT DEVELOPMENT 4. CONCEPT TESTING i. SEGMENTS ii. TARGETS iii. POSITIONING 5. BUSINESS ANALYSIS 6. PRODUCT DEVELOPMENT i. PRODUCT ii. PRICE iii. PLACE iv. PROMOTION 7. TEST MARKETING 8. COMMERCIALISATION 2
  3. 3. 1. IDEA GENERATION: Opted after the discussion and brain storming activity2. IDEA SCREENING: Critical appraisal of ideas occurs at this stage. Company will produce processed coconut water withthe product name “Kalpataru”. Company is going to make unique positioning in termsof corporate presence.3. CONCEPT OF DEVELOPMENT: C 1 :An instant Natural Drink for everyone at anytime.C 2: A thirst quencher for everyone to as healthy andnutritional drink. 3
  4. 4. 4. CONCEPT TESTING: The Second Concept of thirst quencher to healthy& nutritional drink is selected. a) SEGMENTS:  Geographic Segmentation  Demographics  Psychographics  Behavioral 4
  5. 5. b) TARGET: A target market is a group of customers that the business has decided to aim its marketing efforts and ultimately its merchandise towards. TARGET HEALTH CONCIOUS SICK PERSON TOURIST GENERAL PEOPLE 22% 30% 5% 43%C) POSITIONING: AS A “full of nutrition”. 5
  6. 6. 5. BUSINESS ANALYSIS: Factors affecting the demand ofKalpataru:  The Price of Kalpataru.  The Income of Consumers.  The demand for other alternatives (substitutes)  The demand for juice used at the same time.  Whether the people like this concept (Consumer taste)PROJECT COST: Land & building Rs. 5 Cr. Plant & machinery Rs. 5 Cr. Contingencies Rs.2.5 Cr. Preliminary pre-operative Rs. 2.5 Cr. expenses Working capital (Margin money) Rs. 5 Cr. 6
  7. 7. 6. PRODUCT DEVELOPMENT:The R & D Department will develop the physical version ofthe product concept.Developing the products as per the attributes of consumers.(A) PRODUCT:TYPE COCONUT WATERIDENTIFICATION KALPATARUFEATURES 100 % real coconut water will be processed and marketed by our CompanyPLC Our Product lies in Introduction Period.PACKAGING 1 litr., Tetra Pack, 500 ml, 250 mlFLAVOUR Mango, Lime, PineapplePRICE 1 liter. –Rs. 40, 500 ml –Rs. 20, 250 ml –Rs. 10 7
  8. 8. (B) PRICE: Penetration Strategy 8
  9. 9. (C) PLACE:1. DISTRIBUTIONAL CHANNELS Mumbai DelhiRAW MATERIAL SUPPLIERS Factory Wholsaler Chennai Calcutta Retail Outlet Within Region End Consumer2. SERVICES AND WARRANTIES:(D) PROMOTION: • Advertising • Personal Selling • Promotional Tools: Discounts, BOGOF • Public Relations : Seminars, Social Acitivities 9
  10. 10. 7. TEST MARKETING:  Test Marketing refers to the actual production in one or two markets on a relatively smaller scale.  The company will follow controlled test marketing.  Testing the products in 4 Metros in India.  Market Test will last for 2 months. etc.8. COMMERCIALISATION:  If the results of the test marketing are positive, the marketer can go ahead with the production & marketing on large scale.  The product will be available in Metros, urban cities & towns.  The target customers are everyone. 10
  11. 11. THANK YOU 11

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