1. DABUR HAJMOLA YOODLEY
~For the spirit of mischief in you

2. INTRODUCTION
 Product : It is a digestive ready to drink juice with a core chatpata flavor.
It comes in 6 variants
Ajooba Aampanna Jasbati jaljeera
Golmal Golgappa Nibuda Shikanji
Guava Number 1 Kabhi Kala Kabhi Khatta.
Comes in a 250 ml pack having a expiry after 6 months from the date of manufacture

3. Continued..
Price :
 MRP 30 rupees and retail margin of 15%
 Primary scheme of 7+1 (12.5%).
Place :
 Dabur’s efficient distribution channel.
Promotions:
 ATL : Facebook, Twitter, Television
 BTL : In store promotion
 SSM incentives

4. STP analysis of HajmolaYoodley
Segment:
 Youth and teens
 Age group 11-35 both male and female.
Target:
 Who prefer ready to drink juices
 Crave for tangy taste.
 Retail outlets with Real200.
Positioning:
 Ready to drink digestive juice with chatpata flavors.
 Tapped the emotion of having fun after a small mischief.

5. Competitor analysis :Paper Boat
 Paper Boat is a brand of non-carbonated beverages and energy drinks produced
and marketed by Hector Beverages, which is located in Bangalore, India.

6. Continued..
Product:
 Same packaging as Yoodley
 Comes in 7 variants.
 Contains 200ml.
Price :
 MRP 25 rupees.
 Price to retailer is 22 rupees.
Place:
 Don’t have a good distribution channel as compared to Dabur
Promotion:
 It uses nostalgic emotion tapping .
 No fixed schemes.

7. Market Research
Methedology :
 The market research has been done in the retail market of two stockiest.
 101 is the sample size.
 A binary questionnaire(source is retailer)
 Trivedi Tradings Corp
Ac Market
Kali Babu Bazar
Philkhana
Gt road
Dasnagar
Shibpur
Kadam Tala
 Anubhav Enterpreises
Jagacha
Koley Market
Bataitala
Ram Raja Tala
Baxura

11. In store promotions done after research

12. SWOT Analysis
Strengths:
 Efficient distribution channel.
 The brand equity of Dabur.
 concept of “fun and spirit of mischief”.

13. Continued..
Weaknesses:
 Little awareness among the consumers.
 The packaging is not convenient.
 The pricing is high per unit.
 Leakage and puffing.
Opportunities:
 Chemist can be targeted.
Threats:
 Paper Boat
 Aggressive sale strategy.
 First mover advantage.
 Lower pricing per unit.
 Other players are also present in this segment like Fruit shoot but comes in a bottle packaging.
 Prompt replacement.

14. Gap Analysis
The gaps which needed to be tapped are as follows:
 Gap 1: About the packaging and pricing of product.
 Gap 4: Confusing flavors for consumers.

15. Recommendations
 Frequently attractive advertisements
 Sampling should be done
 Better packaging.
 Better frequent replacement policies.
 Trial packs should be given along with real 1l juice.