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marketing mix and stp of glucon-d


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marketing mix and stp of glucon-d

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