Professional Documents
Culture Documents
on
Marketing
Management
Kanishka Tekwani
XII - G
Acknowledgements
I, Kanishka Tekwani, would like to take
the opportunity to thank my school for
giving me the opportunity to present
my work and showcase my talent.
I would also like to thank my Business
Studies teacher, Ms. Suganthi
Pandian for her constant guidance
and support.
Last but not the least, I would like to
show my gratitude towards my family
and friends for their moral support and
help.
Title
Market Research for
understanding concept
and Marketing Mix in
case of the chosen
product.
Contents
1) Lipton
2) Nestea
3) Snapple
4) Tazo
5) Honest Tea
Nestea
Snapple
All-Natural refreshment.
Riding a wave of diet beverage mania
Unadulterated food products
Tazo
Tazo is life, reblended
Each cup is a story, unfolding with every sip.
natural ingredients and sweeteners.
Honest Tea
Price
Price is the amount paid in exchange or a
commodity or service. Price of the product
depends on competition in the market,
governmental regulations, demand of the
market, quality and quantity of the product.
Lipton
Selling Price to customers : Rs.35
Selling Price to retailers : Rs. 33
Selling Price to wholesalers : Rs.31.5
Nestea
Selling Price to customers : Rs.20
Selling Price to retailers : Rs. 18.75
Selling Price to wholesalers : Rs. 18
Snapple
Selling Price to customers : Rs.26
Selling Price to retailers : Rs. 24.5
Selling Price to wholesalers : Rs.22.5
Tazo
Selling Price to Customers : Rs.22
Selling Price to Retailers : Rs. 20.5
Selling Price to Wholesalers : Rs. 19.5
Honest Tea
Selling Price to Customers : Rs.18
Selling Price to Retailers : Rs.17.5
Selling Price to Wholesalers : Rs.16
The profit margin of the retailer is 6%
and that of the wholesaler is 4%.
Label
Packaging of Refresh
Can 250 ml
Sachet Serves 6
Bottle 550 ml
Carton 1 Liter
Promotion of my brand
TV Advertisements : This is the best mode to
advertise a product like iced tea as it has wide
and speedy reach to customers. It combines
the power of sight and sound and thus have a
direct impact on the minds of its viewers.
Outdoor Advertising : Electronic displays,
Billboards, Posters and Hoardings are used in
this mode of advertising . It remains valid for a
longer duration of time.
Transport Advertising : This mode covers a
wide range of mobile customers. It is
economical and within reach of all classes of
entrepreneurs.
Quantity Plus : Offering more quantity for no
extra cost.
Price off : Offering a discount in the price for
Means of Transport
1) Airplanes : Air Transport is used to transport the
iced tea across international borders so as to make
it available to worldwide customers.
2) Shipment Consignments : Sea Transport is used
to transport large quantities of iced tea to different
countries.
3) Trucks : Regional and National distribution is
done via land transport. This proves to be
economical and feasible.
Distribution
Indirect channels are used for the
distribution of Iced Tea.
This is done via wholesalers, retailer and
agents.
This is done as :
a) Iced Tea is a consumable product with
good shelf life.
b) The market for Iced Tea is wide and
scattered. Also indirect channels are
preferred for national and international
distribution.
c) Intense competition between brands
prevails in the market,
Warehousing
1) Refresh Iced Tea is stored in a
warehouse with both refrigerator and
normal shelf facilities.
2) It should have the right temperatures to
store bottled, canned and carton iced
tea.
3) There should be sufficient space to
accommodate adequate stock of both
refrigerated and sachets of Iced Tea.
Social Message
Refresh Iced Tea quenches thirst like
no other. Its healthy and replenishes
energy. Its vibrant colors and flavors
will attract people of all ages.
It is an economical drink. Its discount
and quantity plus offers make it even
more accessible to lower middle
class customers.
The bottles, cans and cartons are all
bio degradable hence even
environmental protection is taken
into consideration will manufacturing
Refresh Iced Tea.
Internal Examiner:
examiner:
Date:
Date:
External