Delight aims to be the leader in the beverage industry by focusing on consumer tastes. It offers cola, mango, apple, lemon, and orange drinks. Its main competitors are Coca-Cola, PepsiCo, and Parle. Delight keeps prices low to quickly gain market share and attract customers. It emphasizes eye-catching packaging with different sizes and flavors and highlights the drinks' nutrient content. The company wants to be available anywhere a customer may require through a large distribution network.

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.
Customer
Retailer
Wholesaler
DELIGHT

8.  Mainly advertised through press advertisements
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
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.