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GLUCON-D
By
B.Sandeep
Roll no:40
About Heinz
HJ Heinz Company is the iconic US based global food giant.
Heinz with its global reach offers a range of 5700 product varieties.
Heinz India Pvt. Ltd was formed in the year 1994 by buying out the consumer product division of pharmaceutical company Glaxo .
HJ Heinz Co a readymade portfolio of brands such as Complan, Glucon-D, Nycil and Farex
About Glucon-d
Glucon-d was introduced in 1933 and has been the category creator and dominant market leader ever since.
Glucon-d was adjudged as the 14th most trusted brand in the Brand Equity Survey 2009.
Glucon-d is the leader in the instant energy drink category and enjoys a 70 per cent market share as against Dabur's Glucose and Wipro's Gluco-Vita.
Marketing mix
Product
Product is any thing that is offered to satisfy the need of the customer
Glucon-d is a glucose based beverage and is available in powder form with 99.4 % of pure glucose it is easily absorbed by the body and is available for energy instantly
Product mix
Product width:-No. of different product lines Heinz India Pvt. Ltd has product width of 5 Tomato ketchup Complan Nycil Glucon-d Farex Sampriti ghee
Product depth:-No of different variants in product line
Glucon-d tangy orange Glucon-dFruit energy- pineapple Glucon-d nimbu pani Glucon-d Fruit energy orange Glucon-d regular
Product length:- The ‘length’ refers to the sum total of number of items
in each product lines. Product length for Heinz is 45.
Consistency:-
Glucon-d and its flavours are very consistent because its only deals with energy drinking and its flavours also gives the same.
Price
Flavours Package size Price in Rs
Glucon-d
regular
100gm
200gm
500gm
1kg
19.00
36.00
80.00
125.00
Glucon-d tangy orange
100gm
200gm
500gm
24.00
45.00
99.00
Glucon-d
nimbu pani
100gm
500gm
22.00
97.00
Pricing strategy
Initially Glucon-d was using skimming strategy but based on the market conditions aspects , at present the glucon-d is using product line strategy.
Glucon-d follows a pricing strategy that asks a higher price and discounts on the other hand.
Competitors pricing
Placing
Glucon-d is distributed to all suppliers & wholesalers and from suppliers to retail outlets
Over 1,600 Distributors reaching out to 4.5lakh retailers across the country
Manufacturer
Mother depot
Distributor of the state
Local distributor
Retailer, Medical shops,Kirana stores ,malls
Promotions
Promotions through
TV advertisements
News papers
print media
Retail outlet layouts Sales promotions
Segmentation Targeting& positioning This product is segmented on both low end and high
market. Glucon-d has undifferentiated marketing Glucon-d is targeting all groups of buyers Glucon-d is mainly concentrating during summer
season Glucon-d….. Replenishes lost energy Glucon-d is positioned as energy drink with strong
brand image.
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