The product whose marketing strategies I am goingto mentioned is the all new Caffine Chill

(cold coffee).The new Caffine Chill will consist ofwith chocolate & other flavors. The
Introductory price of this set will be Rs 18. With toughcompetition in the market by Amul
Kool Café the marketing strategies of Caffine Chill should besuch that the customers are
attracted towards it. Let us study the marketing strategies of Caffine Chill.

NEW PRODUCT DEVELOPMENT PROCESS:

This was the most challenging stage before me; developing the Caffine Chill cold coffee.
Theidea generation and screening of Caffine Chillwas done by me by seeing only single
competitor(i.e. Amul)in the market. The main objective was to cover the market and give
competition toAmul.A positive response came up and I decided to launch Caffine Chill. The
entire businessplan of Caffine Chill and after approval of the same the product Caffine Chill
was finallydeveloped. Then the cold coffee will launched in the test market and Delhi was
chosen as its testmarket. The product will geta very good response from the consumers their
and they were likingit. The success of Caffine Chill in the test market will give me a green
signal to launch theproduct at a large scale and finally commercialize Caffine Chill.

Segmenting – The segmenting of Caffine Chill will be done both on the basis of occupation
as well as the age group of the consumers in the market. On the basis of occupation is for
thesegment of all urban & semi urban consumers. On the basis of age group who likes to take
coffeeis for the consumers in the age group of 16-35. This is how the segmentation of Caffine
Chill willbe done.

Targeting – The new Caffine Chill will target mainly on the youth that are in the segments of
the occupation and in the age group. As today the youths are mainly attracted towards the
coffee andthey like to drink coffee rather than tea or cold drinkvand they are ready to spend
money on it,therefore the Caffine Chill will target the youths in the given segments of their
market.

Positioning – The positioning of Caffine Chill will be done mainly by advertisements by our
brand ambassador the superstar Hritik Roshan where the consumer can see him drinking
CaffineChill andbig hoardings of the cold coffee will be put up in major cities, By these ways
thepositioning of Caffine Chill will be done. Therefore these will be the STP of the all new
Caffine Chill so as to make it a success in the market.
Marketing Strategy of Caffine Chill during the:-

1.Introduction Stage – In this stage the Sales are low as the new idea/product is first
introduced to the market. Customers may not be aware of the product’s benefits and
features and may not be aware of the product itself. The 4p strategy during this stage are:
Product – The Caffine Chill cold coffee

Price – The introductory price of Caffine Chill will be Rs 18 as the Caffine Chill has less no.
Of competitors and good company image therefore it will quickly recover the cost of
production ofthe model as well as to gain the promotion cost the cold coffee will be bit costly
so as to gainmore and more possible revenues and profit from it.

Place – The mobile Caffine Chill will be available at near to the institutional areas, collages,
working places & public palces. as well as in collages canteens.The Caffine Chill will
belaunched in the metro cities of the countries so as to see its output and consumer
satisfactiontowards the cold coffee. After gaining the success in the metro cities the mobile
cities will beavailable in all the major cities of the country..

Promotion – The promotion of the Caffine Chill will be done at a very large scale during its
introduction. My company will spend a large sum of money in its promotion so as to give it
agrand launch. Advertisements by celebrities on television, putting up big hoardings in the
majorcities.

2.Growth Stage – In this stage there is a rapid growth in sales and profits, more product
awareness, competitors see the opportunity and enter the market. Some competitors willcopy
the product or may try to make it better or more appealing to other target markets.The new
entries result in more product variety. Promotion is aimed at a broader audienceand more
distribution channels are established.

Product – The cold coffee will contain the features as in the introduction stage and few more
new flavors like chocolate and other different tastes and change in packaging available
indifferent canes, etc will be done. This will be done so as to compete with the competitors
thathave entered the market and will try to publicize their product more. Therefore a minor
change inits look will be done in the growth stage.

Price – The price of Caffine Chill will be less in this stage as compared with the introduction
stage. This is done as the Caffine Chill have collected the set revenues and is now in its
profitstage. The competitors will also try to set low prices of their cold coffee with same
features as theCadbury have so to compete with them the price if Caffine Chill will be set a
bit low in its growthstage.
Place – Caffine Chill will be available in all the more cities of the country as the mobile is in
its growth stage and is a success in the metro cities, so the company will make the cold coffee
to beavailable in all the more cities. Cadbury will be established in the maximum possible
cities andcold coffee will also be available with all the morecities.

Promotion – The promotion of Caffine Chill will be more by advertisements on televisions

will be continued but the display of hoardings and other promotion strategies will not
continue so asto spend less cost on the promotion of product as the consumer is now very
much aware about theproduct and the market has accepted the product. Therefore not much
promotion will be doneonly advertisements in televisions and newspapers will be given from
time to time in its growth stage.

3.Maturity Stage – This is the Most common stage in the cycle where the sales begin to
level off. The competition gets tougher as more competitors have entered the market
andIncreased competition creates a downward movement in prices. TheIndustry profits
arelargest, but it is also when industry profits begin to decline and the Promotion is targetedto
create brand differentiation.

Product – No further changes will be done in Caffine Chill due to the tough competition in
the market. The cold coffee will be same as it was in the growth stage as the flavor has been
liked alot by the consumers with that same features, therefore no changes will be done in flavor
by thecompany.

Price – Price of the Caffine Chill will be set less as compared to that in the growth and
maturity stage. These prices are reduced due to the increasing competition in the market and
entry of othernew products by the competitors. The product have entered into its maturity
stage so mycompany will have no problem in reducing its prices as Caffine Chill have
already collected all the revenues and at present is in its maximum possible profit earning
stage. So the price of the cold coffee will be reduced and set according to the competitors in
the market.

Place – No major changes will be done in the place of distribution and selling of Caffine
Chill. The place will remain the same as it was in the growth stage. The company will try to
enter intothe remote locations with limited stocks at reduced price so as to gain more market
in smalllocations. This will be only change that will be done in its place strategy in the
maturity stage.
Promotion – The Company will spend less cost on its promotion strategy as Caffine Chill
have now captured and made its own market. The promotion will mainly emphasize on the
BrandCadbury on which the customers have trusted so much and the brand is successful in
satisfyingtheir needs. Promotion will mainly focus on brand differentiation.

4.Decline Stage – In this stage Sales continue to decline and new products replace the old.
Firms will often try to use extension strategies. Companies may be able to keep some
sales by appealing to their most loyal customers.
Product – Caffine Chill will be available in the market with same features, no major changes
will be made as the model have entered into its decline stage. The company will made other
flavor togive the competition to the competitors but changes will be made in Caffine Chill in
its decline stage.

Price – The price of the Caffine Chillwill be lowest in this stage as the competitors have
made new flavor so the prices of Caffine Chillwill be reduced and at this stage it will target
will try to make its market in that segment by reducing its prices.

Place – The Caffine Chill will now be available at more and more remote locations. as the
prices have been reduced and to sale more and more stock the company will made the Caffine
Chill available at every possible remote locations.

Promotion – The Company will increase the promotion strategy of Caffine Chill a little more
by giving schemes and increasing its advertisements on television and newspapers in order
toincrease its sales a little bit and to regain its lost market. Therefore these are the
marketingstrategies that I will adopt during different stages of Product Life Cycle of my
company CadburyCaffine Chilland will try to make it a success in this tough competitive
market.

The promotional plan made will be on 5M basis i.e. Mission,Money,Message,Media and

Measurement.
MISSION:
The mission behind this promotional plan is
channels which will be done mainly by our brand ambassador the superstar Hritik Roshan
wherethe consumer can see him ddirnking Caffine Chill. Print media will also play a major
role in theadvertisement of Caffine Chill and the printed on all the major newspapers and
magazines andbig hoardings of the Caffine Chill will be put up in major cities. Small Caffine
Chill truck will bethere in major cities and the free distribution of Caffine Chill canes where
the customers can tastethe Caffine Chill. This is how the advertisement of the Caffine
Chillwill be done throughtelevision and print media and the maximum of the budgeted
amount of the money will be spendon the media as it has the power to attract maximum
customers in a small time span and it is veryeffective also.
Measurement

The last part of the promotional plan will study that how much was the entire promotion
wassuccessful in reaching to the maximum audience or the market segment. The response of
theaudience and if the promotion was not a success then the measurement will study the
drawbacksand will correct the mistakes of the previous promotions and will launch it again in
the market.

The main objective of this part of the promotion plan is to make sure that everything is going
asper planned and to make corrections if any and then to improve the promotion so as
toaccomplish the mission of the promotional plan. Therefore by these ways I will plan
thepromotional plan for Caffine Chilland will try my best to achieve the goal of my
organization and to earn maximum profit and will try to get maximum customer satisfaction
and will makesure that it brand Cadbury gives a tough competition to other major players in
the market andcreates a goodwill in the market through its new product the Caffine Chill.
The advertisement design of Caffine Chill was also made by my designing department so as
to advertise the product through print media and made it more special for the consumers.
Below is the advertisement design of Caffine Chill that will be used during its promotion.
CONCLUSION
The name of my Product is Caffine Chill cold coffeee. Its cost is Rs18and it targets the
youths ofthe country. The product is at present at the growth stage of its product life cycle.
The Brandambassador ofCaffine Chillis the Bollywood superstar Hritik Roshan. The
distribution channeland selling is done through the product is enjoying lots of profit these
days. The differentchannels advertisement and the promotion plan of the product will be done
on its peak so as toget more and more consumers from the target market. The marketing
department of the companywill keep an eye on all the happenings and will change the
marketing strategies as according tothe marketing conditions.
For the launching of my product for the first time this will be the entire marketing plan for
Caffine Chill.
Thank you !