beverage company which is releasing new drink into the market with all the financial, managerial, marketing details etc.

2. The main vision of Delight is to concentrate on consumers taste and preferences and
to be the leader in their business domain.

3.  Cola drink.
 Mango drink.
 Apple drink.
 Lemon drink.
 Pulpy orange.

4. The major competitors for delight
Coca-cola
PepsiCO
Parle.

5.  Product price is kept low in order to penetrate the
market quickly and deeply.
 Attract large number of customers and win a larger
market share.

6. Product:
 Eye catching packaging with many sizes and flavors.
 The nutrient content of the drink should be highlighted.
 Concentrate on all possible tools to produce the response needed
from the target market such as
1)quality.
2)design.
3)brand name.
4)variety.

7.  Delight wants to be readily available for every
customer based on their requirement and to be
the leaders in their business domain.
 Delight wants to make sure that it reaches more
than 1 lakh retail outlets through 500
distributors and wholesalers.
 Distribution channel should be in such a way
that it reaches all its customers.
DELIGHT
Wholesaler
Retailer
Customer

8.  Mainly advertised through press advertisements
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and networking sites to spread awareness .
By having virat kohli as a brand ambassador who is
very popular in India ,it is possible to promote this
drink for teens.
Promote the product with cartoons like Scooby
doo or Popeye to target kids.
By insisting on nutrient information, it is possible
to promote product for elder people.
Tie-ups with food chains.
Vending machines.

9.  Promotion can be done by organizing some events for employees at
brand venues in order to attract customers.
 Sponsor some famous TV shows.
 Advertising is done through
Posters
Out door campaigns
Offline promotions
Online promotion campaigns

10.  Delight adopts Market penetration strategy i.e. low price
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along with capturing of a large market.
Delight is almost priced as par compared to its peer.
Priced on the basis of single pricing strategy.
Priced taking in to consideration its niche quality.
Rates-200ml@-12
600ml@-30
1.25 ltr @-45

11.  The brand’s consumer section is broadly divided in to 3 segments
 Primary segment consists of children in the age group of 6-14.
 Secondary segment consists of youth aged between 14-25.
 Tertiary segment consists of adults.
 Its targeted markets are recreational, fitness, health, family and
sports.

12.  200ml –Targeting teens and customers with low income levels.
 300ml (tetra pack)–Targeting children and customers at railway station, bus
stops etc.
 600ml(pet bottle)-Targeting economical customers & used in
canteens, offices and colleges to hang out.
 1.25 ltr-family size and also for party purpose.