sosyo

SOSYO : Low Carbonated Fruit Based Health Drink

PRESENTED BY:Nikita Sanghvi

Roll no.: 27

GROUP: 2

A SIP OF HEALTH AND FITNESS

STEVENS BUSINESS SCHOOL BATCH : 2009-11

SOSYOSTEVENS BUSINESS SCHOOL

PROBLEM

"SOSYO" A FRUIT based carbonated soft drink available in Ahmedabad, Rajkot, Surat and Mumbai.

Target Customer: BUSINESS STUDENTS LIKE US

Develop an appealing position for the brand Form strategy to execute that positioning. Suggest an online marketing plan : use of

"Social networking sites". A plan to make the brand national as well as

global

BATCH : 2009-11


THEORETICAL FRAMEWORK FOR TARGET CUSTOMER

BATCH : 2009-11

REFERENCE – PHILIP KOTLER – 12TH EDITION – PAGE NO 174

Geographic • Country• Zone• Density• Climate

Demographic• Age• Gender Ratio • Family life cycle• Disposable Income• Occupation• Education• Nationality

Psychographic• Life Style• Personality

Behavioral• Occasion• Benefits• User status• User rates• Loyalty status• Readiness stage• Attitude toward product


TARGET CUSTOMER PROFILE Segment: Single-Segment Concentration

Geographic

Country: India Zone:

East – 2.5% West- 90% South- 2.5% North – 5%

Density: Urban Climate: Hot & Humid

BATCH : 2009-11


Demographic Age: 19 - 28 years Gender Ratio (m: f): 3:1 Family life cycle:

Young – single – 95% Young – married without children – 5%

Disposable Income :> =Rs. 5000 p.m. Occupation:

Students – 95% Businessmen – 5%

Education: Minimum Graduate Nationality: Indian

BATCH : 2009-11

TARGET CUSTOMER PROFILE


Psychographic

Life Style: Strivers, Achiever, Experimenters Personality:

Gregarious – 10% Ambitious – 60% Fun loving – 30%

BATCH : 2009-11



Behavioral Occasion: Regular Benefits

Quality – 30% Economic - 60% Hard drink taste – 70%

User status Nonuser – 50% First time user – 20% Regular user – 30%

Usage rates No use – 70% Light use – 10% Medium use – 20%

Loyalty status: • Brand Switchers : 70%• Brand Loyal : 30%

Readiness stage: Unaware-30% Aware – 50% Liking – 5% Informed – 5% Interested – 10%

Attitude toward product Enthusiastic – 0% Positive – 30% Indifferent – 20% Negative – 50%

BATCH : 2009-11


SOSYOSTEVENS BUSINESS SCHOOL BATCH : 2009-11

THEORETICAL FRAMEWORK FOR CONSUMER BUYING BEHAVIOR

• Culture• Sub-culture• Social class

Cultural factor

• Reference group• Family• Roles & statusSocial factor

• Age & Life cycle stage• Occupation & economic situation• Life style • Personality & self concept

Personal factor

• Motivation• Perception• LearningPsychological

factor

REFERENCE – MARKETING MANAGEMENT BY KOTLER, KELLER, KOSHY, JHA 13TH EDITION – PAGE NO 142


CONSUMER BUYING BEHAVIOR

Cultural factor

Nationality & Racial has no effect Sub-culture:

Party at every festival, birthday Social class

o Hostel – 40%o Local – 60%

Social factor

Reference group Primary group: Friends/Family – 60% Secondary group: Professional people – 40%

Status & Role Role: Student Status: Senior BATCH : 2009-11


Personal factors Age

More than 19 years old Gender ratio (m: f): 3:1 Stage in life cycle

Bachelor stage – 95% Married stage – 05%

Occupation & economic situation Students – 100%

Life style Pleasure seeker – 70% Intrinsic progressive -

30%

Expenses per month on drink <Rs100 - 20% >Rs 100 and <Rs 300 –

60% >Rs 300 – 20%

Time spent at campus: Average 8-9 hrs per day

Personality & Self concept Sincerity – 10% Excitement – 15% Competence – 20% Sophistication –25% Ruggedness – 30%

BATCH : 2009-11



Psychological factor

Motivation Self motivated – 15% External factors - (Parents,

teachers, businessmen, actors, national heroes ) – 45%

Both – 40% Perception

Black coloured drink as Hard Drink – 15%

Black coloured drink as Soft drink with hard drink taste

– 85%

Learning Advertisement – 60%

Print media-20% Broadcast media-25% E-media-15%

Personal experience – 25% Experience of others – 15%

Attitude & beliefs Brand loyal – 30% Brand switchers - 70%

BATCH : 2009-11



NARRATION OF TARGET MARKET

BATCH : 2009-11

The group of management students like us Young – single (95%) of urban area who falls into the age group of 20-28 years.

They are achievers, strivers, excited about trying new things, looking for changes, fun loving(30%), ambitious(60%), enthusiastic and motivated by self (15%)as well as by others(45%) such as parents & teachers.

They are health conscious and pleasure-seeker(70%). They are brand switchers(70%). They have a disposable income of >= Rs. 5000 per month

and 60% of them sends Rs 100 to Rs 300 on soft drink per month.

60% of our target consumers learn through advertisement in which Broadcast media has major impact(25%).


Identify the target market

Identify the points-of- parity & points-of-difference

BATCH : 2009-11

THEORETICAL FRAMEWORK FOR POSITIONING

REFERENCE – MARKETING MANAGEMENT BY KOTLER, KELLER, KOSHY, JHA 13TH EDITION – PAGE NO 282


KNOWLEDGE STRUCTURE FOR SOSYO

Low carbonated drink ©

Party time ©

SOSYO

Heritage drink ©

Easily available ©

Economic drink ©

Health drink ©

Youngster ©

Kala khatta color ©

Stress buster (a)

Refreshing (a)

Achievement (a)

Fun loving

(a)

BATCH : 2009-11

Alcoholic taste (a)


POSITIONING OF SOSYO

Positioning statement

“To young achievers, a fruit based carbonated heritage drink, acts as a catalyst to cleave stress and rejuvenate ones mind and body and crutch ups the triumph. ”

“A SIP OF HEALTH AND FITNESS”

BATCH : 2009-11


STRATEGY FOR POSITIONING OF SOSYO

To position Sosyo as a Healthy and Heritage

drink among the targeted market using the

favorable brand elements

BATCH : 2009-11


Advertising

Sales promotion

Personal selling

Publicity

PROMOTIONAL TOOLS

BATCH 2009-11


INFORMATIVE

• Telling The Market About the product

• Building a distinctive identity of Sosyo

MESSAGE STRATEGY

• Customer benefit appeal

• Distinctive & believable

OBJECTIVE OF PROMOTION

BATCH 2009-11


FACTORS TO SELECT ADVERTISING MEDIA

• Reach - Concentrated Market : Business Students like us

• Frequency - high / intense

• Impact - Preferred Choice

BASIS FOR MEDIA SELECTION

• Target-audience media habits

• Product characteristics

• Message characteristics

• Cost

OBJECTIVE OF PROMOTION

BATCH 2009-11


PROMOTIONAL TOOLS

Advertisement Print media

Newspaper – Times of India, Economic Times, Ahmadabad Mirror Magazine Business Journals – India Today Point of purchase displays

Broadcast media Television ( telecast during International Cricket Matches, Management

talks)

Display media Bill boards – AMA(IIM road), Gujarat University, MM (CG Road), Vastrapur

Lake, Isckon temple (S.G. Highway)

E-media Orkut Facebook Linkedin Promote www.sosyo-thesoftdrink.com

BATCH : 2009-11


PROMOTIONAL TOOLS

Kiosk Marketing Business events Cultural events

Sales Promotion Super saver pack Combo pack Coupon system to make

customer brand loyal Premium(gifts)

Events Sponsorship of

Local Cricket Competition MBA Quiz

AMA –seminar Inter-college

management events Convocation programs of

Business School

Publicity Brand Ambassador –

Mr. Sanjay Dutt (As in Munna Bhai Character)

o Othero Notepad to Business

Students

BATCH : 2009-11

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BATCH : 2009-11

SIP OF HEATH AND FITNESS


CAFÉ - SOSYO

• THEME : Heritage• INSPIRATION: Gandhi Ashram• FACILITIES:

Wi-fi connection Sockets for charging

CaféSOSY

O


CONTENT OF MARKETING PLAN

BATCH : 2009-11

REFERENCE –MARKETING MANAGEMENT BY PHILIP KOTLER – 12TH EDITION – PAGE NO 52

Executive Summary

Current Marketing Situation

Threats & Opportunities

Analysis

Objectives & Issues

Marketing Strategies

Action Programs

Budgets

Controls


CURRENT MARKETING SITUATION

Beverage industry is fairly well established in the India with an estimated annual output of about 690 million litre.

Low Market Share In High Growth Industry Major Advantage :

Sosyo can tie up with an established and well known soft drink manufacturer.

Major weakness : Brand Awareness and availability Weak Brand power Limited financial resources Difficulty in attracting managerial talent


OPPORTUNITIES & THREATS ANALYSIS

Opportunities Growing market for soft drinks Climate conditions – hot & humid Increase in no. of health conscious

people Substitute of alcoholic drink Replacing tea and coffee Services Total expected consumption of SOSYO

2,16,800 (Total B-students) X 3.75L ( Avg. consumption pm) = 8,13,000 L Sosyo Per Month in India


Threats

o Existing Niche players in the beverage industryo Distribution costo Substitute Juice and other energy drinkso Imitative future launches

OPPORTUNITIES & THREATS ANALYSIS


ISSUE

SOSYO


Key Issues:

Feeble Brand Power Loose Distribution Channel Target Segment is only Business Students

like us Sosyo’s proposition (positioning) to the

customer is very low

BATCH : 2009-11

ISSUE ANALYSIS


Make Sosyo National as well as Global Brand Achieve sales of about 10 lakh L Sosyo in the

FY 2010-11 Achieve 15% compounded growth in the next

three years Achieve an image of “a healthy and

refreshing beverage” for business students like us over the next two years

BATCH : 2009-11

OBJECTIVES


Target Market Positioning Product Pricing Distribution Marketing Communication Marketing Research

BATCH : 2009-11

MARKETING STRATEGIES


TARGET MARKET: Business Students like us

SIZE OF TARGET MARKET

Indian Population : 1,139,964,932No. of Registered B-Schools in India - 1084Total number of B-students : 1084 x 100 x 2 = 2,16,800

POSITIONING: “To young achievers, a fruit based carbonated

heritage drink, acts as a catalyst to cleave stress and rejuvenate ones mind and body and crutch ups the triumph. “

BATCH : 2009-11

MARKETING STRATEGIES


PRODUCT

•A fruit based carbonated soft drink.•Grape-apple cider

SOSYO GLASS BOTTLES Size:

1. 200 ml2. 300 ml 3. 500 ml (Available in PET Bottles)

SOSYO

PRICING

Price Strategy : Penetration Pricing

Price for 200ml : Rs 8For 300ml : Rs 10For 500ml PET : Rs

12


DISTRIBUTION

College canteens IIM (Residential Program) NIFT (Residential Program) NID (Residential Program) CPI Shanti Business School L.J Institute of

Management IIPM K.B institute of

management Stevens Business school SKIPS BK School of Management

Retail stores (especially near Business Schools)

Super markets Multiplex Major Food-chains

(Havmor, Choice,etc.) Other Eatery places such

as Municipal Market(C.G.

Rd.), Vastrapur lake, Manek Chowk

BATCH : 2009-11


Integrated Marketing Communication Focus on Brand Awareness and a distinctive

image Based on twin nodes of health and heritage.

Promotion Tools Advertisement Kiosk Marketing Events Sponsorship Sales Promotion Publicity

BATCH : 2009-11

Marketing Communication


Initial tracking studies to measure Differentiation, Acceptance, Preference, Market penetration, and Repeat purchase;

To monitor the profile of the target customers

BATCH : 2009-11

Marketing Research


Our First advertisement endorsed by Sanjay Dutt would be telecasted during TRI SERIES (INDIA, NEW ZEALAND, SRI LANKA)

TV advertisement would be integrated with print media and display media

Product would be launched in major superstores & retail outlets.

Point of purchase displays at eatery outlets and college canteens

BATCH : 2009-11

ACTION PROGRAMS


This plan will have a detailed budget, activity schedule with strict deadlines and specific managerial responsibilities outlined.

Regular visits to business schools will be scheduled for receiving direct feedback from target customers.

The plan will be monitored on a weekly basis with explanation for variance from projections.

A contingency plan for facing competitive surprises will also be a part of this plan.

BATCH : 2009-11

IMPLEMENTATION CONTROLS


THANK

YOU

BATCH : 2009-11

sosyo - a carbonated drink

Documents

stevens business schoolobjective

soft drink

business students

brand switchers

broadcast media

fun loving

age