BHARATIVIDYAPEETH DEEMED UNIVERSITY

IMED,PUNE MARKETING MIX PROJECT ON SOFT DRINK(CHILEX)

DRINK CHILEX GET RELAX

SUBMITTED TO:SUBMITTED BY:-

PROF.M.D.KAKDE POOJA DWIVEDI

ROLL NO:-121

CLASS:-MBA(G)-C

Introduction
Chillax is not only the soft drink but it is a health soft drink which is good for health and is easily available in the stores and other nearby shop. It is made of natural things which were mention in the holy books and most care was taken that no harmful thing is used in the product. Company was started in the 2013 with a capital of RS100 crore and now the company has the market of 500 crore in the market. Soft drinks may also contain caffeine, colourings, preservatives and other ingredients. Soft drinks are called "soft" in contrast to "hard drinks" (alcoholic beverages). Small amounts of alcohol may be present in a soft drink, but the alcohol content must be less than 0.5% of the total volume if the drink is to be considered non-alcoholic. Fruit, tea, and other such non-alcoholic beverages are technically soft drinks by this definition but are not generally referred to as such. Widely sold soft drink flavours are cola, cherry, lemon-lime, root beer, orange, grape, vanilla, ginger ale, fruit punch, and lemonade. Soft drinks may be served chilled or at room temperature. They are rarely heated.

Chillax coke flavour

Company Profile
Company Name: Chillax Beverages Establishment : February 2013 in PUNE Founder Owners Address Telephone No Fax No Web Address : Miss. Pooja Dwivedi : Dwivedi Agro Ltd. : Kothrud Depo, Pune : 09890110094, Office-09939103232 : 020- 31256499007 : www.chillaxbw.com

E-mail Address : info@ chillaxbw.com

Trade Registration No : Maratha Chamber Of Commerce (MCC) 423142-378924 Industry Registration no : Maratha Chamber Of Commerce (MCC) 14323 Food Registration Certificate no: 39-00721 (01-02-2013) Registered Trade Mark: Chillax Industries No. Of Employees : 1000 Production : Soft Drinks

Production Facilities: A.K.V Manufacturing Plant in Hinjewadi, Pune Storage Procurement Facilities: A lapse Beverages Pro. And Storage Facilities

ORGANIZATIONAL SETUP
Chillax

Unit manager manager Finance Logistic

Unit manager

Unit manager

Unit manager

Unit

HRD

F.O. B.O.

Marketing

Managing Director

C.E.O.

Finance Manager

M.O.M.

M.E.M.

H.O.S.

H.R.D.

P.A.M

Plant Manager

T.D.M.

A.S.M.

C.E.

Management Trainee

TARGETED AREAS
1) Soft drink will be made available at all the places the main importance will be given to the distribution channel of the product 2) Soft drink will be prepared in 3 segments a) For higher class people b) For middle class people c) For lower-middle class 3) Much emphasis is given over the quality of the product 4) Attractive packing to attract more and more customers 5) Regular check over the suggestions of the customers

6) To check the regular supply of the product

TARGETED CUSTOMERS

1) Youth were highly targeted by attracting them to the product 2) Medium class people are attracted towards the product 3) Discount on soft drinks attracts more customers 4) Free home delivery also attracts busy family 5) By taking online orders also attracts many customers 6) Easy travel pack attracts family to purchase the travel pack

7) Medium class group people are attracted by giving them attractive offers on next purchase

Marketing Process

Under the marketing concept, the firm must find a way to discover unfulfilled customer needs and bring to market products that satisfy those needs. The process of doing so can be modelled in a sequence of steps: the situation is analyzed to identify opportunities, the strategy is formulated for a value proposition, tactical decisions are made, the plan is implemented and the results are monitored.
The Marketing Process Situation Analysis | V Marketing Strategy

| V Marketing Mix Decisions | V Implementation & Control

I. Situation Analysis

A thorough analysis of the situation in which the firm finds itself serves as the basis for identifying opportunities to satisfy unfulfilled customer needs. In addition to identifying the customer needs, the firm must understand its own capabilities and the environment in which it is operating. The situation analysis thus can be viewed in terms an analysis of the external environment and an internal analysis of the firm itself. The external environment can be described in terms of macro-environmental factors that broadly affect many firms, and micro-environmental factors closely related to the specific situation of the firm. The situation analysis should include past, present, and future aspects. It should include a history outlining how the situation evolved to its present state, and an analysis of trends in order to forecast where it is going. Good forecasting can reduce the chance of spending a year bringing a product to market only to find that the need no longer exists. If the situation analysis reveals gaps between what consumers want and what currently is offered to them, then there may be opportunities to introduce products to better satisfy those consumers. Hence, the situation analysis should yield a summary of problems and opportunities. From this summary, the firm can match its own capabilities with the opportunities in order to satisfy customer needs better than the competition. There are several frameworks that can be used to add structure to the situation analysis:

5 C Analysis - company, customers, competitors, collaborators, climate. Company represents the internal situation; the other four cover aspects of the external situation PEST analysis - for macro-environmental political, economic, societal, and technological factors. A PEST analysis can be used as the "climate" portion of the 5 C framework. SWOT analysis - strengths, weaknesses, opportunities, and threats - for the internal and external situation. A SWOT analysis can be used to condense the

situation analysis into a listing of the most relevant problems and opportunities and to assess how well the firm is equipped to deal with them.
II. Marketing Strategy

Once the best opportunity to satisfy unfulfilled customer needs is identified, a strategic plan for pursuing the opportunity can be developed. Market research will provide specific market information that will permit the firm to select the target market segment and optimally position the offering within that segment. The result is a value proposition to the target market. The marketing strategy then involves:

Segmentation Targeting (target market selection) Positioning the product within the target market Value proposition to the target market

III. Marketing Mix Decisions Detailed tactical decisions then are made for the controllable parameters of the marketing mix. The action items include:

Product development - specifying, designing, and producing the first units of the product. Pricing decisions Distribution contracts Promotional campaign development

IV. Implementation and Control

At this point in the process, the marketing plan has been developed and the product has been launched. Given that few environments are static, the results of the marketing effort should be monitored closely. As the market changes, the marketing mix can be adjusted to accommodate the changes. Often, small changes in consumer wants can address by changing the advertising message. As the changes become more significant, a product redesign or an entirely new product may be needed. The marketing process does not end with implementation - continual monitoring and adaptation is needed to fulfil customer needs consistently over the long-term.

Marketing Organization Department Structure

ABOUT COMPETITORS
Soft drinks are become part and parcel of the Indian lifestyle. Be it children, the college kid or the middle aged Indian soft drinks are enjoyed by one and all in the country. Especially after the influx of a number of fast food joints in India soft drinks have gained more popularity. Food like pizzas burgers and French fries go hand in hand with soft drinks. Gone are the days when a soft drink was enjoyed to the combat a sunny day. Today soft drinks are enjoyed with almost every meal that one has outside his/her home. Despite several issues that crept up regarding the ingredients used behind the manufacturing of soft drinks the market remained stable.

The soft drink industry in India is categorized on the basis of carbonated and non carbonated drinks. The carbonated drinks include flavors like cola, lemon and orange and the non carbonated drinks segment includes mostly mango flavors. The non carbonated segment includes fruit juices and squashes. The Top Soft Drink Brands in India are Coca-Cola, Pepsi and Thumps Up. The other popular soft drink brands in India include Fanta, Mirinda,7Up, Sprite Limca etc. In order to cater to all the segments of the society these top soft drink brands are available in numerous sizes. Starting from the age old 300 ml glass bottles to the 200 ml ones to the recently launched 500 ml and 1liter plastic bottles soft drinks are available in almost every size desired by the consumer. The carbonated drinks account for almost 80% of the total sales of the soft drinks market in India. Soft drinks do not only rule the urban markets they have successfully managed to penetrate the rural areas as well. Rural areas account for almost 75% sales of Pet bottles whereas the sales of 300 ml and 200ml bottles are higher in the rural areas. Based on consumption patterns the soft drink market in India is classified into two segments. The first is on premise which means the place where the soft drink was bought and consumed. This includes places like railway stations, stand alone shops, restaurants and cinemas. The other one being In-House consumption which means soft drinks purchased and consumed at home. However in India the former beats the latter hollow. Outdoor consumption accounts for almost 80% of the total sales of soft drinks and indoor consumption accounts for the remaining 20% of the sales of the soft drinks market. However the soft drinks market in India is still in its nascent stage as compared to countries like the USA. According to a report published in 2000 the per capita consumption of soft drinks in Indi was 5 bottles annually as compared to USA whose per capita consumption per annum stood at 800 bottles. Delhi happens to be the highest soft drink consuming region in India. Top Soft Drinks Brands In India

Coca Cola Pepsi Mountain Dew Maaza Nimbooz

Marketing Mix and 4 Ps of Marketing

Marketing Mix - A mixture of several ideas and plans followed by a marketing representative to promote a particular product or brand is called marketing mix. Several concepts and ideas combined together to formulate final strategies helpful in making a brand popular amongst the masses form marketing mix.

Elements of Marketing Mix

The elements of marketing mix are often called the four Ps of marketing.

1. Product Goods manufactured by organizations for the end-users are called products. Products can be of two types - Tangible Product and Intangible Product (Services) An individual can see, touch and feel tangible products as compared to intangible products. A product in a market place is something which a seller sells to the buyers in exchange of money. 2. Price The money which a buyer pays for a product is called as price of the product. The price of a product is indirectly proportional to its availability in the market. Lesser its availability, more would be its price and vice a versa. Retail stores which stock unique products (not available at any other store) quote a higher price from the buyers. 3. Place Place refers to the location where the products are available and can be sold or purchased. Buyers can purchase products either from physical markets or from virtual markets. In a physical market, buyers and sellers can physically meet and interact with each other whereas in a virtual market buyers and sellers meet through internet. 4. Promotion Promotion refers to the various strategies and ideas implemented by the marketers to make the end - users aware of their brand. Promotion includes various techniques employed to promote and make a brand popular amongst the masses. Promotion can be through any of the following ways:

Advertising Print media, Television, radio are effective ways to entice customers and make them aware of the brands existence. Billboards, hoardings, banners installed intelligently at strategic locations like heavy traffic areas, crossings, railway stations, bus stands attract the passing individuals towards a particular brand.

Taglines also increase the recall value of the brand amongst the customers.

Word of mouth One satisfied customer brings ten more customers along with him whereas one dis-satisfied customer takes away ten more customers. Thats the importance of word of mouth. Positive word of mouth goes a long way in promoting brands amongst the customers.

Lately three more Ps have been added to the marketing mix. They are as follows:

People - The individuals involved in the sale and purchase of products or services come under people. Process - Process includes the various mechanisms and procedures which help the product to finally reach its target market Physical Evidence - With the help of physical evidence, a marketer tries to communicate the USPs and benefits of a product to the end users.

Product Life Cycle

Product life cycle is the stages through which a product or its category bypass. From its introduction to the marketing, growth, maturity to its decline or reduce in demand in the market. Not all products reach this final stage, some continue to grow and some rise and fly to the cloud.

Stages of product life cycle

Introduction
This is the stage of low growth rate of sales as the product is newly launched in the market. Monopoly can be created, depending upon the efficiency and need of the product to the customers. A firm usually incurs losses rather than profit. If the product is in the new product class, the users may not be aware of its true potential. In order to achieve that place in the market, extra information about the product should be transferred to consumers through various media.The stage has the following characteristics: 1. Low competition 2. Firm mostly incurs losses and not profit.

Growth
Growth comes with the acceptance of the innovation in the market and profit starts to flow. As the monopoly still exists companies can experiment with new ideas and innovation in order to maintain the sales growth. This stage is the best time to introduce new effective products in the market thus creating an image in the product class in the presence of its competitors who try to copy or improve the product and present it as a substitute.

Maturity
In this, the end stage of the growth rate, sales slowdown as the product has already achieved acceptance in the market. New firms start experimenting in order to compete by innovating new models of the product. With many companies in the market, competition for customers becomes fierce, despite the increase in growth rate of sales at the initial part of this stage. Aggressive competition in the market results in profits decreasing at the end of the growth stage thus beginning the maturity stage. In addition to this, the maturity stage of the development process is the most vital.

Decline
This is the stage where most of the product class usually dies due to low growth rate in sales. A number of companies share the same market, making it difficult for all entrants to maintain sustainable sales levels. Not only is the efficiency of the company an important factor in the decline, but also the product category itself becomes a factor, as the market may perceive the product as "old" and may not be in demand. It is not always necessary that a product should go through these stages. it depends on the type of product, its competitors, scope of the product, etc.

EXCLUSIVE OUTLETS OF SOFT DRINK:

No. of exclusive outlets of Pepsi

25 (17%)

No. of exclusive outlets of Coca-Cola =

11 (7%)

Mixed (Pepsi, Coca-Cola & other)

114 (76%)

From graph it is clear that no. of exclusive outlets of Pepsi is more then that of Coca-Cola. Majority of 76% is about mixed outlets of Pepsi, Coca-Cola & Other.

SERVICE OF CHILLAX AS COMPAIRE TO OTHER SOFT DRINKS

Service of CHILLAX (Good)

80

Service of CHILLAX (Just OK) =

50

Service of CHILLAX (Poor)

20

From graph it is clear that 54% peoples say good, 33% say Just Ok, and 13% say poor about service of CHILLAX in the market.

PRICING

Price is the only element in the marketing mix of a firm that generates

revenue. All else generate only cost. Price and sales value together decide

the revenue of any business. As sales volume in itself is dependent to all

Considerable extent on price, the latter because key to the revenue of the

business. Price is also the most important determinant of the profitability of

the business. Pricing is vital for firms to the price route in strategy is obvious

What needs to be stressed is that it is an equally crucial decision area for

companies that take to the non-price route. Though companies that take to

the non-price route concentrate on elements other than price- like product,

distribution, advertising, personal selling and sales promotion .

Pricing acquires its importance on account of yet factor. It is highly risky

decision area and mistakes in pricing seriously affect the firm, its profits,

growth and future. It remains vague until all the details about it are spelt out.

PRICE MIX
PRICING:1) Price of the cold drink will be starting from Rs 6-40 2) Discounts on the purchase of the cold drink by purchasing 12 bottle of the soft drinks 3) Price are kept less as compare to the other cold drink in the market 4) Sell other cold drink of different taste along with the main product.

OBJECTIVE:1) Satisfying customer demand and there requirements 2) Profit maximisation 3) To reach to every person reach 4) Regular supply to avoid black marketing

PRICE ADJUSTMENT STRATEGY:-

1) Discount and schemes on purchase of the cold drink 2) Adjusting price for psychological effects 3) Adjusting price for international market

4) Temporarily reducing price to increase short run sales

PROMOTION MIX
1)Appointing people for the promotion of Product. 2) Select them & trained as per our Requirement 3) Give them incentives for motivating them 4) Choose the type of media used Advertisement. Major media used in the promotion are: News paper Television Direct mail Radio Magazine By applying trade promotion tool like: Coupons Cash refund offers Price packs Prizes

Free trails By applying sales promotion tool. By making direct public relation

Product diversification

Cold drink Health drink Sugar free cold drink Mineral water

Our company will give more importance to the diversification of the in national as well as international market and will invest 50 corer and the production process

MARKET DISTRIBUTION

Manufactures

Wholesalers

Semi wholesaler

Retailer

Customer

The channel of distribution of the magazine will be based on the this figure (a) The soft drink will be produce in the production house (b) All the soft drink will be store in a wear house (c) Goods will be distributed through transportation service (d) Goods will be send to the wholesaler (e) Now wholesalers will make the distribution of goods (f) Good will send to Semi wholesalers (g) Semi wholesalers will receive the goods and will store the goods (h) Now he will distribute the goods to the retailers (i) At last good will be reached to the customers

SWOT ANALYSIS:
Chillax has to face the stiff competition with many soft drink companies

Our main competitors are

Strength of chillax
Chillax has captured the whole market with his distribution channel. (a) The cost of the product is low (b) It has good market in the metropolitan city and in town areas (c) It has very effective advertisement which attract all the age group People (e) It spend huge amount on the selling and the promotion of the product

Weakness of Chillax
(a) Harmful product: it has to face the problem because it was proved that pesticide we used in the product (b) Not liked by senior citizen they dont treat as drink but stop others to drink the product (c) Not able to target all age group of people (d) They has face great oppose from the political parties as it is MNC (e) They are not able to sell their product in the rural drink (f) It is not liked by youth because it is not hard and is sweet taste.

Opportunity for the chillax (a) The product is totally safe so it has the great market potential to capture the whole market (b) No pesticide is use (c) The sugar free product helps to target those group of people who very much conscious about their health

(d) As the price of the product is very low it can capture the whole Market (e) The geographical area will be given more importance and the rural area will be given the more importance