Marketing Plan

Group 6: Pitchers
Product: Smoothies
Participants:
P36011
P36013
P36032
P36061
P36062
P36081

Animesh Raj Gupta

Ankur Gupta
Husain Shabbir Kitabi
Savita Poonia
Shah Darshit Jayantkumar
Vatsal Bhatore

Market Need Identification &

Product Characteristics
Increasing awareness about
lifestyle diseases- shift to
non carbonated beverage
Market growing at 35%
CAGR- fruit based fastest
Product- A smoothiecombination of fruit, Fruit
Juices & coconut water-high
nutrient content, thick,
sumptuous.
No preservatives, No added
flavors

Kesaria
aam
Mango
banana
pineapple
lemon juice
RO Water

Ban berry
Banana
strawberry,
pineapple
lemon juice
Coconut Water
RO water

Custard
apple
Custard apple
apple
Banana
Coconut water

Competition Analysis
Competitor

250ml

Tropicana
Real

20-30
20

Patanjali

20

B-Naturals

20-35

Amul
Mc
Donalds
Paper Boat
Ruttu Ice
Cream
Parlor
Satyanara
yan
Saurashtra
Juice

25

1 liter

Competitive
Advantage

99-120 Established Brand

99
Established Brand
Penetrative
Pricing
Penetrative
99-149
Pricing
Milk Based
Fresh and High
Fruit Content
High Pulp Content

70

180
30-35
80

Fresh and Variety

Fresh and Variety

40-55

Fresh and Variety

65

Direct: Packaged juices. Local ice cream and

juice parlors with advantage of old customer
relationship.
Indirect: 80% of market share is captured by
carbonated drinks like coke, Pepsi,etc

Consumer Behavior & Market

Segments

15-34 years
Age
Middle, upper
middle
and upper
people
class a
seeking
healthy
lifestyle

Variety seeking
complex behavior
Direct consumers:
Educated, health
conscious, high
disposable income
population in the age
group of 15-34.
Indirect Consumers
Potential Consumers:
Educated people above
age of 34

People seeking refreshment, taste, health- gym goers,

sports lovers, those who avoid extra calories.
Youngsters more inclined towards trying new products

Positioning and Packaging

Pitchers Smoothie is a refreshing, sumptuous, tasty and healthy drink, for young,
educated and health conscious people which gives an enriching experience and
complete value for money. We provides consumers taste of real fruits, anywhere
and anytime which will give them instant refreshment, taste and will be healthy
as well.

Points of
Parity: Fruit based beverage
Difference: High pulp content-60%

Packaging
250 ml: Tetra Brik Aseptic pack
inner layer of Al protects from
oxidation and photochemical
reactions- asceptic technology
to keep product fresh and
maintain taste-6 months shelf
life
Tetra Pak Select, a flexographic
printing product that enhances
color, clarity and other print
qualities- better visual
appearance on pack
1000 ml: Tetra Evero Ascepticeasy handling, comfortable to
hold, eco friendly.

Branding

Tagline - Feel the Freshness of

Fruits

Individual branding strategy

Promotion and
Communication
Pre Launch Buzz will be created through a teaser campaign.
Launch Phase: Organize a sports tournament for colleges
in the Anand district to ensure trial of product which will
subsequently lead to liking of the product.
Push and Pull strategy through sales force like retailers,
incentivized through higher margins, place at eye level
shelf space ,racks near cash counters, merchandises at
point of sale
Continuous advertisement will be done throughout the
year, intensity of advertisement will be increased in the
months of Feb-April to capture higher demand in summer.
Print-Ads in Times of India, Gujarat Samachar, magazines
such as Cosmopiltan, Sportstar, Careers 360.
Web- facebook page- to be boosted, website promotion
through social networking sites

Distribution Network
Objective: Consumers aware of our product,
promoting our product and to provide us
customer feedback of our product.
Selective distribution strategy ; Common
distribution channel for sales, delivery and
services.
Point of sale -organized retail stores,
departmental stores, fitness centers different
supply chain for each.
One level distribution channel- Organized retails
stores
Manufactur
er

Distributor

Retailer
(30)

Two level distribution channel- Others

Customer

Demand Forecast and Sales Forecast

Total population of Anand
Population in the age group
of 15-35
College pop of VV
Target population(with error)
Target population
Market potential
Market demand
Market Share(250 ml SKU)
Frequency

288095
100401
30000
130401
91281
1131880
7
2263761
215057

Response Number of
%
Units

Daily

15.63%

365

1-3 times week

59.37%

104

25%

24

1-3 a month

Nov-Feb
Year
1
Year
2
Year
3
Year
4
Year
5
Year
6

Sales forecast for 250ml pack

JulyMarch- June
October
Total Sales Price

26882

59141

21506

107529

50

5376433

32259

70969

25807

129034

50

6451720

38710

85163

30968

154841

50

7742064

46452

102195

37162

185810

50

9290477

55743

122634

44594

222971

50

11148572

66891

147161

53513

267566

50

13378286

Nov-Feb

Sales forecast for 1 liter pack

JulyMarch- June
October
Total Sales Price

Year
1
6721
14785
5376
26882
Year
124
2
8065
17742
6452
32259
Year
The Errors considered while Market3 potential
are 1.Income
segment
constraint
9678
21291
7742
38710
2.Variance in actual data from assumed
Yeardata 3. Error in the data collection
4
11613
25549
9290
46452
While calculating sales we assumed equal
quantity sale
of all flavors
Year
The sales 250 ml units is approximated
4 times 130659
liter units 11149
5 to be
13936
55743
Year
The sales pattern is assumed to have 55% of its total sales in summer(march6 in 16723
36790October)
13378
66891
June), 25% in winter(Nov- Feb) and 20%
monsoon(July-

Total Unit
Consumed per
person

Total Revenues

Total Revenues

180

4838790

180

5806548

180

6967857

180

8361429

180

10033715

180

12040458

Pricing, Expense Forecasts & Breakeven

Analysis
Financial Analysis
Particulars

Year-1

Year-2

Year-3

Year-4

Year-5

Year-6

Amount

Amount

Amount

Amount

Amount

Amount

10215223

12258268

14709921

1765190
6

2118228
7

25418744

5012430

6014946

7217873

8661468

1039378
7

12472514

2043044.6

2451653.
6

2941984.
2

3530381
.2

4236457
.4

5083748.
8

3159748.4

3791668.
3

4550063.
7

5460056
.7

6552042
.9

7862481.
2

1706598

1336398

1336398

1336398

1336398

1336398

1453150.4

2455270.
3

3213665.
7

4123658
.7

5215644
.9

6526083.
2

Revenue
from Sales
Total
Variable
Cost
Selling and
distribution
cost
Contribution
Marketing
expenses
Operating
Income

Raw Material
Cost(Rs)

Product Variants

Our objective for pricing is profit maximization and we are following

Perceived Value Pricing Strategy
Different cost for different products, to showcase the price difference
for different fruit components .
The price for Kesariya aam, Ban berry and Custard apple for 1
liter will be 160, 180 and 200 respectively and for 250ml will
be 45, 50 and 55 respectively.
Break Even will be reached after a span of 5.17 years.

Kesariya aam

42.88

Ban berry

50.392

Custard apple

69.12

Components of variable cost(Rs)/Ltr

Processing cost
4
Tetra pack
6/7
Per unit cost of
contractual worker
Per unit cost of rent
250 ml(avg)
1 litre(avg)

8.86
11.26
25.55744
84.22975

Break even-5.17 years

Units(250 Units(1
ml)
litre)
Break even
Quantity
Approach

5,64,819

1,44,986

Market Probability of
share(%) Occurrence

Pessimistic
Realistic

5
10

20
70

Optimistic

15

10

Implementation and Control

MILESTONES
10% market share
Sales target
Market share

Prelaunch, launch and post launch

promotion
5 % increment each year
35% within 6 years

Breakeven

5 years,2 months

Expansion

After breakeven-7th year

CONTROL
Monthly, quarterly and yearly sales target
will be set up
Performance based incentives for
employees
Customer feedback collection through
phone, website,
survey, smoothie
recipe competition

THANK YOU