New Product strategy

2. Index
1. Introduction
2. Results of the Survey
3. Market Analysis
4. Marketing Mix
5. Segmentation
6. Targeting
7. Positioning
8. Conclusion

3. Introduction

4. Factors Driving Demand
Changing age profile
Increase in income
Life style factors

5. Results Of Survey

6. 85% 15%
Yes
No
Consumers of soft drinks

7. 0%
10%
20%
30%
40%
50%
60%
1 to 3 3 to 5 5 to 7 7 or more
53%
35%
12%
0%
Frequency of consumption
per week

8. 47%53%
Aerated
Non-aerated
Preference of Aerated
vs.
Non – Aerated

9. 0%
10%
20%
30%
40%
50%
Energy
drink
Fruit fizz Juice Flavoured
water
50%
0%
50%
0%
Non- aerated consumer preference

10. 85%
15%
Yes
No
Enthusiasm to try Maggi’s
New Product

11. 0%
10%
20%
30%
40%
50%
45%
25%
20%
10%
Price preference for 300ml bottle

12. • The soft drink market has grown at a 20% - 25% rate.
• Mango – most preferred flavour as per the market study
• Sale of drinks
Market Analysis

13. 9.4
17.2
23.7
29.1
32.6
0
5
10
15
20
25
30
35
Percent Rate of Soft
drinks market share
Market Growth Rates

14. Strategic Competitor
Parle Agro (Frooti)
Laid Back Competitor
Dabur (real juices)
Tiger Competitor
Coca-Cola, PepsiCo
Competitor Analysis
Stochastic Competitor
Mother Dairy

15. Top Soft Drink Companies

17. Rocket Fuel
Tag Line
“For The Fast And The Thirsty.
Jhathse Pyass Bujhade!”
Marketed by Maggi Under the parent company Nestle

18. USP
Refreshing
Attractive
packaging
Fruity and
Healthy
and new
Flavours
Light on
the pocket
Unique
Mechanism

19. Product Specifications
and Features
• Good value for money product
• Soda based and water based drink.
• Packaging

20. The Product Mechanism
BOP!!!
COVER
Tamper proof
protective seal
SHELL
Internal piercing
mechanism tears the
foil to release live
micro - nutrients

21. To Activate
Twist Press Shake Relish
• Twist and remove the clear cap
• Press down the coloured button to release the ingredients into the
liquid
• Shake the bottle.
• Remove the cap.
• Relish.

22. Our Flavors

31. Introduction Growth Maturity Decline
TIME
SALES Product Lifecycle

32. Place

33. Raw materials
from Kullu
Manufacturing
plant in Delhi
Manufacturing
plant in
Mumbai
Wholesale
distributor F
Wholesale
distributor E
Wholesale
distributor D
Wholesale
distributor C
Wholesale
distributor B
Wholesale
distributor A
R
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T
A
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F
I
N
A
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C
U
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T
O
M
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R
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T
A
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L
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R
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Distribution Channels

34. Modes of Transport – “ROAD”

36. Economy Penetration
Skimming Premium
Pricing Strategy Matrix
Penetration Pricing
•Our product will lie on penetration
Strategy with high quality and low
price.
•Apt on introduction stage.
•Low price – to capture market share.
•Expected to make profits in volume.

37. Cost of a Single bottle
Plastic bottle + Mechanism=Rs2/-
Flavor = Rs1/-
Soda Or Water=Rs1/-
Advertisement=Rs2/-
Distribution=Rs2/-
There are 2 products
1)Rocket Fuel Lite (Water Base)=RS.15/- for 300ml
2)Rocket Fuel Fizz (Soda Base)=Rs.20/- for 300ml
Cost Estimates
Advertisements(Newspapers,mag
azines)
1 crore
Free Samples 30 lakhs
Hoardings and Billboards 1 Crore
Brand Ambassador 5 crores
Radio 1 lakh

39. Product Launch
• Since we are planning on creating a product identity around
rockets, we will be launching our product on Diwali.
• As a promotional event we will have a fireworks event at
carter road/Marine drive, as well as give out free samples at
the event.

40. Advertising
As we are in the Introduction phase, our objective is to create
brand awareness.
• Use of Print Media
• Hoardings in Public Spots
• Organising events
• In Retails outlets
• Tie up with major cinema halls
• Social Networking
• Endorsement

43. Market Segmentation
GEOGRAPHIC DEMOGRAPHIC
PSYCHOGRAPHIC BEHAVIOURAL

44. targeting
T
A
R
G
E
T
I
N
G

45. Target Market
• Target at School, Collages, Universities, Homes, Restaurant,
Hotel and Stores.
• Maggi soft drinks takes every customer as target.
• All age groups are being targeted.

46. Positioning
Healthy Flavours
Innovative Packaging
Low Price
Refreshing
Different Mechanism

47. Future Plans
• Target of capturing 5% of the market share within a year and
30% by 2016-end
• Initially we would be outsourcing the processing of fruits, but
after 3 years we would check the feasibility of starting our
own processing plant.

48. Thank You.