strategy on iim case study for markoholik

1. PENETRATION
STRATEGIES
BY :-
Satyanarayan Gupta
&
Bhishma Bosamiya

2. PAINS
Absence of really good milk based health
drinks . So has to use substitutes
GAINS
A real product which gives the real
benefits of Milk and Almond
CUSTOMER EMPATHY MAP
WHAT THEY THINK
Is it really a no preservative health
drink ?
WHAT THEY HEAR
A new premium almond flavour milk
WHAT THEY DO
They give a try to the product
And find it same as its marketed to them
WHAT THEY SAY
As the product is authentic they
Suggest same to their circle as a
Health and fun drink
Positioning
statement
For the young in heart
individuals who needs a
health drink . Freezik is a
premium flavored milk
that provides all the
health benefits of
almond & milk . Unlike
other brands which are
mostly full of sugar
Freezik provide real
almond milk free from
any preservatives or
alteration and contains
real almond .

3. INITIAL TARGET CUSTOMER PERSONA

4. Pamphlet CAN
In a Porsche society , delivering 2 cans of Freezik
with a detailed pamphlet of the health benefits
from it
How to deliver ?
With the help of news paper delivery boy
Whom to deliver ?
Every house hold which buys health related
magazine
How much to deliver ?
2 cans
ROMI
• Awareness for the product Whole
society
• Product recall in the area – 20 Household
reorder out of 50 the product initially
Expenses
AVG No's of cans to be delivered per society
– 100
Avg No's of pamphlets required per society
- 50
Cost of delivery – 2000 INR

5. BIOLOGICAL AGE CAMPAIGN
A campaign revolving around the biological age of the body can be initiated .
Action Plan
• Seminar in school , colleges and corporates regarding Biological age and how Freezik
(Almond Milk ) can help in that
• With the help of Comedians , message about biological age and Freezik can be delivered
( delivering message with a smile )
• Fitness Activities in various Public areas Like Parks , Malls , etc

6. PROSPECTIVE B2B PARTNERS
• Gold’s Gym
• Club Mahindra
• Yuvraj singh Centre of excellence
• Talwalkars
Action Plan
Step 1
To establish a Brand Name in B2C market with distribution
network of AMUL and local dairies
Step 2
Loop in the distributors of Dinshaw’s
Step 3
Take the direct consuming agencies
PITCH
FOR GYMS
Product can be pitched through direct channel sales reps
as a substitute for water for mixing with protein powder
FOR TRAINING ACADEMY
It can be pitched as instant nourishment drink during the
Game

7. Branding strategy
• Use of youtubers ( specific Cooking shows / fitness )
To cook various dishes with our product
To use our product for health supplement and benefits
• Use the mascot “ Pehlawaan Tau ”
With tagline “ mera sarir andar se , abhi bhi jawaan h “ which
revolves around our basic concept of biological age
• Create a story line revolving around Tau
• CSR activity regarding removal of Malnutrition from underprivileged
section

8. Thank you