Maggiversion1.0
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This document provides an analysis of launching a new soft drink product called "Rocket Fuel" by Maggi. It includes results from a consumer survey showing preferences for aerated drinks and flavors. It also outlines Maggi's competitors and recommends a penetration pricing strategy given they are in the introduction stage. Key segments and target markets are identified. The document proposes launching during Diwali with promotional events and outlines future plans to capture market share through expanded distribution and potentially opening their own fruit processing plant.
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Maggiversion1.0
- 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
- 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
- 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 Maggis 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 E T A I L E R S F I N A L C U S T O M E R S R E T A I L E R S 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
- 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.