Sosyo - A carbonated Drink

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This presentation breifs about the repositioning of a carbonated drink - SOSYO

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  • Page 153
  • Page 153
  • Page 288
  • can we keep long history as one of these nodes…..? We already have heritage drink as one node…. So, are both of these same ?
  • Some new tag lines given by dipa
    S Sip               c
    O of
    S scintillating
    Y  young                 
    O optimist
     
    A sip of  health and fitness
    PANACEA “one for all and all for one
    A mouthful of health and fitness
    Bund bund swasthya and tandurasti se bhari
    Har bund me chhalke tazagi or tandurasti
    Har bund taazagi  or tandurasti ka khajana
    Bonanza of  heritage,health,  and happiness
     
  • I don’t think we require explanation in written for each and every node….
  • Read page no. 57- 58 …..koshi , jha.
  • Read page no. 57- 58 …..koshi , jha.
    Check the whole plan….. Current marketing situation me paragraph format me likhna hai… please tum likh dena…
    Nai samaj aye to kal mrng me bus me likh denge.
  • Yeh wrong ho sakta hai…. Tumhe kuch or iska answer lage to over writr kar dena.
  • Is it correct amount?
    Ask keyur if any other size bottle is available.
  • Sosyo - A carbonated Drink

    1. 1. PRESENTED BY: Nikita Sanghvi Roll no.: 27 GROUP: 2 A SIP OF HEALTH AND FITNESS STEVENS BUSINESS SCHOOL BATCH : 2009-11
    2. 2. SOSYO PROBLEM  "SOSYO" A FRUIT based carbonated soft drink available in Ahmedabad, Rajkot, Surat and Mumbai.  Target Customer: BUSINESS STUDENTS LIKE US  Develop an appealing position for the brand  Form strategy to execute that positioning.  Suggest an online marketing plan : use of "Social networking sites".  A plan to make the brand national as well as global STEVENS BUSINESS SCHOOL BATCH : 2009-11
    3. 3. SOSYO THEORETICAL FRAMEWORK FOR TARGET CUSTOMER STEVENS BUSINESS SCHOOL BATCH : 2009-11 REFERENCE – PHILIP KOTLER – 12TH EDITION – PAGE NO 174 Geographic • Country • Zone • Density • Climate Demographic • Age • Gender Ratio • Family life cycle • Disposable Income • Occupation • Education • Nationality Psychographic • Life Style • Personality Behavioral • Occasion • Benefits • User status • User rates • Loyalty status • Readiness stage • Attitude toward product
    4. 4. SOSYO TARGET CUSTOMER PROFILE  Segment: Single-Segment Concentration  Geographic  Country: India  Zone:  East – 2.5%  West- 90%  South- 2.5%  North – 5%  Density: Urban  Climate: Hot & Humid STEVENS BUSINESS SCHOOL BATCH : 2009-11
    5. 5. SOSYO  Demographic  Age: 19 - 28 years  Gender Ratio (m: f): 3:1  Family life cycle:  Young – single – 95%  Young – married without children – 5%  Disposable Income :> =Rs. 5000 p.m.  Occupation:  Students – 95%  Businessmen – 5%  Education: Minimum Graduate  Nationality: Indian STEVENS BUSINESS SCHOOL BATCH : 2009-11 TARGET CUSTOMER PROFILE
    6. 6. SOSYO  Psychographic  Life Style: Strivers, Achiever, Experimenters  Personality:  Gregarious – 10%  Ambitious – 60%  Fun loving – 30% STEVENS BUSINESS SCHOOL BATCH : 2009-11 TARGET CUSTOMER PROFILE
    7. 7. SOSYO  Behavioral  Occasion: Regular  Benefits  Quality – 30%  Economic - 60%  Hard drink taste – 70%  User status  Nonuser – 50%  First time user – 20%  Regular user – 30%  Usage rates  No use – 70%  Light use – 10%  Medium use – 20%  Loyalty status: • Brand Switchers : 70% • Brand Loyal : 30%  Readiness stage:  Unaware-30%  Aware – 50%  Liking – 5%  Informed – 5%  Interested – 10%  Attitude toward product  Enthusiastic – 0%  Positive – 30%  Indifferent – 20%  Negative – 50% STEVENS BUSINESS SCHOOL BATCH : 2009-11 TARGET CUSTOMER PROFILE
    8. 8. SOSYOSTEVENS BUSINESS SCHOOL BATCH : 2009-11 THEORETICAL FRAMEWORK FOR CONSUMER BUYING BEHAVIOR • Culture • Sub-culture • Social classCultural factor • Reference group • Family • Roles & statusSocial factor • Age & Life cycle stage • Occupation & economic situation • Life style • Personality & self concept Personal factor • Motivation • Perception • Learning Psychological factor REFERENCE – MARKETING MANAGEMENT BY KOTLER, KELLER, KOSHY, JHA 13TH EDITION – PAGE NO 142
    9. 9. SOSYO CONSUMER BUYING BEHAVIOR  Cultural factor  Nationality & Racial has no effect  Sub-culture:  Party at every festival, birthday  Social class o Hostel – 40% o Local – 60%  Social factor  Reference group  Primary group: Friends/Family – 60%  Secondary group: Professional people – 40%  Status & Role  Role: Student  Status: Senior STEVENS BUSINESS SCHOOL BATCH : 2009-11
    10. 10. SOSYO  Personal factors  Age  More than 19 years old  Gender ratio (m: f): 3:1  Stage in life cycle  Bachelor stage – 95%  Married stage – 05%  Occupation & economic situation  Students – 100%  Life style  Pleasure seeker – 70%  Intrinsic progressive - 30%  Expenses per month on drink  <Rs100 - 20%  >Rs 100 and <Rs 300 – 60%  >Rs 300 – 20%  Time spent at campus: Average 8-9 hrs per day  Personality & Self concept  Sincerity – 10%  Excitement – 15%  Competence – 20%  Sophistication –25%  Ruggedness – 30% STEVENS BUSINESS SCHOOL BATCH : 2009-11 CONSUMER BUYING BEHAVIOR
    11. 11. SOSYO  Psychological factor  Motivation  Self motivated – 15%  External factors - (Parents, teachers, businessmen, actors, national heroes ) – 45%  Both – 40%  Perception  Black coloured drink as Hard Drink – 15%  Black coloured drink as Soft drink with hard drink taste – 85%  Learning  Advertisement – 60%  Print media-20%  Broadcast media-25%  E-media-15%  Personal experience – 25%  Experience of others – 15%  Attitude & beliefs  Brand loyal – 30%  Brand switchers - 70% STEVENS BUSINESS SCHOOL BATCH : 2009-11 CONSUMER BUYING BEHAVIOR
    12. 12. SOSYO NARRATION OF TARGET MARKET STEVENS BUSINESS SCHOOL BATCH : 2009-11  The group of management students like us Young – single (95%) of urban area who falls into the age group of 20-28 years.  They are achievers, strivers, excited about trying new things, looking for changes, fun loving(30%), ambitious(60%), enthusiastic and motivated by self (15%)as well as by others(45%) such as parents & teachers.  They are health conscious and pleasure-seeker(70%).  They are brand switchers(70%).  They have a disposable income of >= Rs. 5000 per month and 60% of them sends Rs 100 to Rs 300 on soft drink per month.  60% of our target consumers learn through advertisement in which Broadcast media has major impact(25%).
    13. 13. SOSYO Identify the target market Identify the points-of- parity & points-of- difference BATCH : 2009-11STEVENS BUSINESS SCHOOL THEORETICAL FRAMEWORK FOR POSITIONING REFERENCE – MARKETING MANAGEMENT BY KOTLER, KELLER, KOSHY, JHA 13TH EDITION – PAGE NO 282
    14. 14. SOSYO KNOWLEDGE STRUCTURE FOR SOSYO Low carbonated drink © Party time © Heritage drink © Easily available © Economic drink © Health drink © Youngster © Kala khatta color © Stress buster (a) Refreshing (a) Achievement (a) Fun loving (a) STEVENS BUSINESS SCHOOL BATCH : 2009-11 Alcoholic taste (a)
    15. 15. SOSYO POSITIONING OF SOSYO Positioning statement  “To young achievers, a fruit based carbonated heritage drink, acts as a catalyst to cleave stress and rejuvenate ones mind and body and crutch ups the triumph. ”  “A SIP OF HEALTH AND FITNESS” STEVENS BUSINESS SCHOOL BATCH : 2009-11
    16. 16. SOSYO STRATEGY FOR POSITIONING OF SOSYO  To position Sosyo as a Healthy and Heritage drink among the targeted market using the favorable brand elements STEVENS BUSINESS SCHOOL BATCH : 2009-11
    17. 17. SOSYO  Advertising  Sales promotion  Personal selling  Publicity STEVENS BUSINESS SCHOOL PROMOTIONAL TOOLS BATCH 2009-11
    18. 18. SOSYOSTEVENS BUSINESS SCHOOL INFORMATIVE • Telling The Market About the product • Building a distinctive identity of Sosyo MESSAGE STRATEGY • Customer benefit appeal • Distinctive & believable OBJECTIVE OF PROMOTION BATCH 2009-11
    19. 19. SOSYOSTEVENS BUSINESS SCHOOL FACTORS TO SELECT ADVERTISING MEDIA • Reach - Concentrated Market : Business Students like us • Frequency - high / intense • Impact - Preferred Choice BASIS FOR MEDIA SELECTION • Target-audience media habits • Product characteristics • Message characteristics • Cost OBJECTIVE OF PROMOTION BATCH 2009-11
    20. 20. SOSYO PROMOTIONAL TOOLS  Advertisement  Print media  Newspaper – Times of India, Economic Times, Ahmadabad Mirror  Magazine  Business Journals – India Today  Point of purchase displays  Broadcast media  Television ( telecast during International Cricket Matches, Management talks)  Display media  Bill boards – AMA(IIM road), Gujarat University, MM (CG Road), Vastrapur Lake, Isckon temple (S.G. Highway)  E-media  Orkut  Facebook  Linkedin  Promote www.sosyo-thesoftdrink.com STEVENS BUSINESS SCHOOL BATCH : 2009-11
    21. 21. SOSYO PROMOTIONAL TOOLS  Kiosk Marketing  Business events  Cultural events  Sales Promotion  Super saver pack  Combo pack  Coupon system to make customer brand loyal  Premium(gifts)  Events  Sponsorship of  Local Cricket Competition  MBA Quiz  AMA –seminar  Inter-college management events  Convocation programs of Business School  Publicity  Brand Ambassador – Mr. Sanjay Dutt (As in Munna Bhai Character) o Other o Notepad to Business Students STEVENS BUSINESS SCHOOL BATCH : 2009-11
    22. 22. STEVENSBUSINESSSCHOOL BATCH : 2009-11 SIP OF HEATH AND FITNESS
    23. 23. SOSYO BATCH : 2009-11STEVENS BUSINESS SCHOOL CAFÉ - SOSYO • THEME : Heritage • INSPIRATION: Gandhi Ashram • FACILITIES:  Wi-fi connection  Sockets for charging
    24. 24. SOSYO CONTENT OF MARKETING PLAN STEVENS BUSINESS SCHOOL BATCH : 2009-11 REFERENCE –MARKETING MANAGEMENT BY PHILIP KOTLER – 12TH EDITION – PAGE NO 52 Executive Summary Current Marketing Situation Threats & Opportunities Analysis Objectives & Issues Marketing Strategies Action Programs Budgets Controls
    25. 25. SOSYO BATCH : 2009-11STEVENS BUSINESS SCHOOL CURRENT MARKETING SITUATION  Beverage industry is fairly well established in the India with an estimated annual output of about 690 million litre.  Low Market Share In High Growth Industry  Major Advantage :  Sosyo can tie up with an established and well known soft drink manufacturer.  Major weakness :  Brand Awareness and availability  Weak Brand power  Limited financial resources  Difficulty in attracting managerial talent
    26. 26. SOSYO BATCH : 2009-11STEVENS BUSINESS SCHOOL OPPORTUNITIES & THREATS ANALYSIS Opportunities  Growing market for soft drinks  Climate conditions – hot & humid  Increase in no. of health conscious people  Substitute of alcoholic drink  Replacing tea and coffee Services  Total expected consumption of SOSYO  2,16,800 (Total B-students) X 3.75L ( Avg. consumption pm) = 8,13,000 L Sosyo Per Month in India
    27. 27. SOSYO BATCH : 2009-11STEVENS BUSINESS SCHOOL Threats o Existing Niche players in the beverage industry o Distribution cost o Substitute Juice and other energy drinks o Imitative future launches OPPORTUNITIES & THREATS ANALYSIS
    28. 28. SOSYO BATCH : 2009-11STEVENS BUSINESS SCHOOL ISSUE SOSYO
    29. 29. SOSYO  Key Issues:  Feeble Brand Power  Loose Distribution Channel  Target Segment is only Business Students like us  Sosyo’s proposition (positioning) to the customer is very low BATCH : 2009-11STEVENS BUSINESS SCHOOL ISSUE ANALYSIS
    30. 30. SOSYO  Make Sosyo National as well as Global Brand  Achieve sales of about 10 lakh L Sosyo in the FY 2010-11  Achieve 15% compounded growth in the next three years  Achieve an image of “a healthy and refreshing beverage” for business students like us over the next two years BATCH : 2009-11STEVENS BUSINESS SCHOOL OBJECTIVES
    31. 31. SOSYO  Target Market  Positioning  Product  Pricing  Distribution  Marketing Communication  Marketing Research BATCH : 2009-11STEVENS BUSINESS SCHOOL MARKETING STRATEGIES
    32. 32. SOSYO TARGET MARKET: Business Students like us  SIZE OF TARGET MARKET Indian Population : 1,139,964,932 No. of Registered B-Schools in India - 1084 Total number of B-students : 1084 x 100 x 2 = 2,16,800 POSITIONING:  “To young achievers, a fruit based carbonated heritage drink, acts as a catalyst to cleave stress and rejuvenate ones mind and body and crutch ups the triumph. “ BATCH : 2009-11STEVENS BUSINESS SCHOOL MARKETING STRATEGIES
    33. 33. SOSYO BATCH : 2009-11STEVENS BUSINESS SCHOOL PRODUCT •A fruit based carbonated soft drink. •Grape-apple cider SOSYO GLASS BOTTLES Size: 1. 200 ml 2. 300 ml 3. 500 ml (Available in PET Bottles)
    34. 34. SOSYO PRICING Price for 200ml : Rs 8 For 300ml : Rs 10 For 500ml PET : Rs 12
    35. 35. SOSYO DISTRIBUTION  College canteens  IIM (Residential Program)  NIFT (Residential Program)  NID (Residential Program)  CPI  Shanti Business School  L.J Institute of Management  IIPM  K.B institute of management  Stevens Business school  SKIPS  BK School of Management  Retail stores (especially near Business Schools)  Super markets  Multiplex  Major Food-chains (Havmor, Choice,etc.)  Other Eatery places such as  Municipal Market(C.G. Rd.),  Vastrapur lake,  Manek Chowk STEVENS BUSINESS SCHOOL BATCH : 2009-11
    36. 36. SOSYO  Integrated Marketing Communication  Focus on Brand Awareness and a distinctive image  Based on twin nodes of health and heritage. Promotion Tools  Advertisement  Kiosk Marketing  Events Sponsorship  Sales Promotion  Publicity BATCH : 2009-11STEVENS BUSINESS SCHOOL Marketing Communication
    37. 37. SOSYO  Initial tracking studies to measure  Differentiation,  Acceptance,  Preference,  Market penetration, and  Repeat purchase;  To monitor the profile of the target customers BATCH : 2009-11STEVENS BUSINESS SCHOOL Marketing Research
    38. 38. SOSYO  Our First advertisement endorsed by Sanjay Dutt would be telecasted during TRI SERIES (INDIA, NEW ZEALAND, SRI LANKA)  TV advertisement would be integrated with print media and display media  Product would be launched in major superstores & retail outlets.  Point of purchase displays at eatery outlets and college canteens BATCH : 2009-11STEVENS BUSINESS SCHOOL ACTION PROGRAMS
    39. 39. SOSYO  This plan will have a detailed budget, activity schedule with strict deadlines and specific managerial responsibilities outlined.  Regular visits to business schools will be scheduled for receiving direct feedback from target customers.  The plan will be monitored on a weekly basis with explanation for variance from projections.  A contingency plan for facing competitive surprises will also be a part of this plan. BATCH : 2009-11STEVENS BUSINESS SCHOOL IMPLEMENTATION CONTROLS
    40. 40. SOSYOSTEVENS BUSINESS SCHOOL BATCH : 2009-11

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