SOSYOATC:

•CONSUMERBEHAVIOUR•STP

•NEW PRODUCT DEVELOPMENT•PRODUCT LIFE CYCLE

•BRANDING

CONSUMER BEHAVIOURCULTURAL FACTOR

culture

Traditional: 12

Moderate:35

Modern:6

analysis

Analysis of cultural factor

culture

• 63% male dominance, Prefer alcohol, dry state, health preference• Metros cities-sub suburbs, life very fast, traditional and urban• It has effects. Modern and moderate people. good income

people .Trendy people like student. Lifestyle of people• alcohol like prestige, Moderate in group

Sub-culture

• Nationality has no effect, Racial has no effect, geographic has effects, special interest

Social culture

• Disposable income effect, differential effect

CONSUMER BEHAVIOURSOCIAL FACTOR

Reference group:

Primary group:• Friends /family: 47

Secondary group:• Professional group: 7

Freaking out with friends per week:• 1-3 days: 30• 3-7 days: 23

analysis

Analysis of social factor

Reference group

• Hostalites, Freaking out, drinks depends on group• Opinion leader, some will drive other member, middle class

Family

• MBA -Busy Schedule• whenever we feel and to reduce stress full and refreshment

Status and role

• Mostly people come under the area of spending Rs.5000-7000 Per month there disposable income comes out to be 20 rs. Each per day on drinks

CONSUMER BEHAVIOURPERSONAL FACTOR

Age & Life Cycle Stage:

Age: 20 - 26

Gender ratio: (m:f) 2:1

Stage in life cycle: Bachelor stage

analysis

Analysis of Personal factor

Age and life cycle stage:

• Spontaneous• Money constraints• Health conscious• Female will spend less• Fun loving people

Occupation and economic situation:

• all our MBA and common platform• Funding of education, parents income >disposable income

Life style and personality:

• hostilite and increase in consumption• young ,fun loving and strivers• Sincere, excited not sophisticated ,image conscious• outdoor oriented -33% more impact, sport oriented

Analysis of personal factor

Personality:

• 66% people are ambient.• They like to interact with others and freak out.

CONSUMER BEHAVIOURPSYCHOLOGICAL FACTOR

MOTIVATION

Self:37

Others: 14

Both: 5

analysis

Analysis of psychological factor

Motivation

• 66% Self motivated, can go for new product• Work hard in groups, positive impact• Self motivated and influenced by tv

Perception

• enough educated and good knowledge• negative for old thinker

Learning

• Learn from their experience• try to learn new culture

Attitude and belief

• Maxim brand shifters and potential for new product• very positive learner can adopt new environment• brand shifter will be potential

CONSUMER BEHAVIOURBEHAVIROL FACTOR

USAGE RATE

<Rs.100:12

Rs.100-300:12

>Rs.300:21

analysis

Analysis of cultural factor

Usage rate

• Spending are high on cold drinks so there is a big potential market available for sosyo

SEGMENTATION AND TARGETING

The market is broken down

And grouped into meaningful

market segments

So that a target market can be

chosen

R1 R2 R3R4 R5 R6 R7R8 R9 R10…..

……..R49

R1

R4

R2

R6

#A#B

#C#1

#2

#T

HeterogeneousGroup ofconsumers

Individual consumers

Fairly homogeneous market segments

Targetmarket

Major Steps in Market Segmentation & Selection of Target Markets

Reference: The power of marketing, Zikumund/ d’ Amico

MARKET SEGMENTATION

CONSUMER PROFILE AND MARKET SEGMENTATION

• Age & life cycle stage:– Age: 20 - 26– Gender ratio: (m:f) 2:1– Stage in life cycle: bachelor stage

• Occupation and economic situation:– Work experience:

• Yes: 15• No: 38

– Educational back ground:• Commerce:24• Science:24• Arts:2

– Funding of education:• Parents: 20%• Loans: 75%• Scholarship: 5%

• Culture:– Traditional: 12– Moderate:35– Modern:6

• Sub- culture:– Nationality: Indian– Religion:

• Hindu: 49• Muslim: 1• Others: 2

• Type of family:• Joint family: 12• Nuclear family: 41

• No. of family members:• 1-4 member: 22• 5-more member: 31

Consumer’s personnel factor and demographic market segmentation

Age – 20-26

moderate culture-35

Segmenting on the basis of Consumer’s personnel factor and demographic market segmentation

Life style & personality:

Life style:• Hostel: 45• Local: 9

Expenses: (avg) Rs.7000-Rs.8000

Time spent at campus (avg) : 8-9 hrs

Personality:• Sincerity: 10• Excitement: 12• Competence: 15• Sophisticated:11• Ruggedness: 9

• Social Class:– Lower Middle Class:1– Middle Class:42– Upper Middle Class:12• Reference group:

•Primary group:– Friends /family: 47•Secondary group:

– Professional group: 7

•Freaking out with friends per week:• 1-3 days: 30• 3-7 days: 23

CONSUMER’S PERSONNEL AND CULTURAL FACTOR

Consumer’s personnel and cultural factor and psychographic market segmentation

• Life style & personality:• Life style:

• Achiever: 40%• Striver:60%

• Expenses: (avg)

Rs.7000-Rs.8000• Time spent at campus (avg) : 8-9 hrs

• Personality:• Compulsive: 10• Gregarious:15• Authoritarian: 23 • Ambitious: 45

• Social Class:– Lower Middle Class:1– Middle Class:42– Upper Middle Class:12

• Freaking out with friends per week:• 1-3 days: 30• 3-7 days: 23

PSYCHOGRAPHIC MARKET SEGMENTATION

Consumer’s personnel and cultural factor and psychographic market segmentation

Hostel life -45

Ambitious- 27

Segmenting on the basis of Consumer’s personnel and cultural factor and psychographic market segmentation

CONSUMER’S GEOGRAPHICAL FACTOR:

– Geographic Region:• East: 18• West: 20• North: 12• South: 4

GEOGRAPHIC MARKET SEGMENTATION

• Geographic Region– Nationality: Indian

• Climate:– Hot And Humid

• City: Ahmedabad

Consumer’s geographical factor and Geographic market segmentation

Ahmedabad

East, West, North- 50

Segmenting on the basis of Consumer’s geographical factor and Geographic market segmentation

TASTE AND PREFERENCE FACTOR

• Kind of drink preferred:– Soft drink:44– Hard drink:10

• Healthy drink:– Yes:40– No: 14

• Average expense on drinks:(average)

Rs. 125 per week • Climatic condition:

hot and humid

• What to see before business student notice before buying?(?/54)– Taste: 50– Price: 44– Brand: 30– Quantity:45– Quality:40– Influencing group:

friends, family, ads, faculty, seniors, etc

Consumer’s taste and preference factorand behavioral market segmentation

Consumer’s taste and preference factorand behavioral market segmentation

BEHAVIORAL MARKET SEGMENTATION

• Benefits:• Taste: 50• Price: 44• Brand: 30• Quantity:45• Quality:40

• Occasions:• Regular: 30%• Special:70%

• User:- regular-medium user

• Loyalty: Medium

• Attitude towards product: positive

• Readiness stage: high interest

Soft drink -44

Positive attitudeSegmenting on the basis of Consumer’s taste and preference factorand

behavioral market segmentation

TASTE- 40

STRONGER DRINKS - 25

JUICES- 10

LIGHT DRINKS- 12

THUMS UP - 14

PEPSI- 9

COKE 2

MAAZA- 3

SLICE -5

SPRITE - 2

APPY-1

MIRINDA-1

BRAND- 3

BRAND-

3

HEALTH-4

SEGMENTS

Age -20-26Male-34, female-

21 Moderate culture-

35

Hostel- 45

Striver-28

Primary group-27

Ambitious- 27

Hot and humid climate

Region(E<W<N)-50

Soft drink -44

Health drink- 40

Medium loyal

Regular user – 30%

Positive attitude

Target market:•After the segmentation process and data analysis it was found that out of the total market of 54 consumer only 13% of the consumers were our target market.•Total market=54•Target market =13% (8)

COKE

SOSYO

PEPSI SLICEMAZZA

PRICE

HEALTH TASTE

Positioning StrategyMore The Same Less

Bene

fits

More

The Same

Less

Price

More for more

More for the same More for less

The same for less

Less for much less

“ To young and enthusiastic soft drink consumers who have little time for socializing, SOSYO energizes you and keeps you on your toes. FREIENDS, FUN and SOSYO go hand in hand. So with SOSYO, enjoy the most fun filled experiences of your life.”

POSITIONING STATEMENT

“JAB DOST HO SAATH MEIN, SOSYO HO HAATH MEIN”

“Low carbonated fruit based health drink”

Product Life Cycle for SOSYO

Targeted Market (IBS-A, sec C)Sosyo can be considered to be in INTRODUCTORY Stage

Introductory Stage For SOSYOCHARACTERISTICS INTRODCUTION STAGE

SALES Low sales because of being in introductory stage

COSTS Cost will be high in Marketing Research and R&D

PROFITS Revenue will be low

CUSTOMERS Youth people who will go for trying new product

COMPETITORS Few as compare to our product class in this stage

Strategy for Sosyo

• To position Sosyo as a Cider drink among the targeted market using the favorable brand elements

• To expand the market share by targeting other favorable market segments

NEW PRODUCT DEVELOPMENT PROCESS

Idea Generation & ScreeningIdea Comments (Screening)

Increasing the product line (The number of different items in a product line determines the depth of the product line)

Company already has a deep product line(Lemee Dry soda, Lemee Misty, Lemee orange, Lemee Ginlin, Kashmira soda)

Increasing the product class(A broad group of products that differ some what but provide similar benefits)

Risk : company is already struggling with its existing products.Competition: existing leadership brands like Coke & Pepsi

Product Mix(A wide mix has a high diversity of product types)

Promoting Sosyo, using the right product portfolio, minimizing the risk.Delivering this product portfolio through an “Express food joint”

Concept Testing

Analysing the existing product portfolio

Sosyo (problem child)Low market share in a High growth market

Solution:A balanced product portfolio

A Balanced Product Portfolio

Product Mix Width Product Mix Length

Beverages Soft drinks, Hot (tea, coffee), Shakes, Juices, Butter milk

Fast food Burger, VadaPao, Sandwich, Puff, Subs

Snacks (carry away) Chips, wafers, Chocolates, Toffee

Sosyo d’ Café

Sips n more…

Business Analysis

• The business plan is likely to be approved because it will establish a modern canteen inside campus.

• Less capital/investment required.• Low marketing & advertising expenditures.• Self service- low cost/less number of crews• More than 50% students take lunch in the existing mess• Almost all students require refreshments during class breaks

throughout the day.• Profitable customers base with high disposable

income/expenditure.

Sosyo d’ Café

Sips n more…

Product(service) Development

• No high end technology required• Expected setup duration: One week• Contract based• Profitable venture• Low risk involved• Low labor cost

Sosyo d’ Café

Sips n more…

Market testing

• The new service setup at IBS-A will be considered as market tester.Expansion Plans

Targeting other colleges Targeting office/complex Emerging as a “food chain joint” in Ahmedabad and other cities

Sosyo d’ Café

Sips n more…

“Supply chain process in Sosyo”

How SOSYO will Reach SUNSET-IBS-A ???????

“Process followed in supply process”

Manufacturer

Super

Stockiest

Distributor

s

Retailers

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