J.O.L.

T
COLA COFFEE
HOW’S THE
J.O.L.T ?

Group 7
Sachin Ravi Chettithodi D016
V M Hema D025
Gaurav Kumar D032
Shreya Luthra D035
Harshil Shah D051
 SEGMENTATIO
N

PSYCHOGRAPHIC DEMOGRAPHIC GEOGRAPHIC BEHAVIOURAL

• Relaxed daily • Kids, Teenagers, • Urban Areas • Health

routine, Hectic Adults, Senior • Rural Areas Conscious,
routine, Citizens Regular Lifestyle
• Regular Sleep • School students, • Active Lifestyle,
cycle, Night Owls College Students, Sedentary
Working Lifestyle
Professionals
• Lower Class,
Middle Class,
Upper Class
 TARGETIN
G
• Night owls and • Ages 16 and above
nocturnal lifestyle • Employees / professionals
• Hectic lifestyle & lack of & College Students
sleep • Middle Class & Upper
Class

• People who have to sit up • Urban Areas : Mainly Tier I

late at night for work or cities with gradual
studies expansion into Tier II cities
• Health conscious coffee
lovers
• Loves to explore new
flavours
 POSITIONIN
• G
ISSUES IDENTIFIED Under BRAND POSITIONING:
Del Monte is not a well established in the Indian beverage market, so there is no significant brand equity to
capitalize on

• CREATING NEW BRAND IDENTITY:

We decided to launch a new sub brand as Del Monte doesn’t have brand recall in the R-T-D Market. And since the
other products in Del Monte’s product mix do not fall into the carbonated drinks category, There was an
opportunity to start afresh and mould a new brand identity

• LAUNCHING A SUB-BRAND:
JOLT is Del Monte’s foray into the world of carbonated beverages. The JOLT line of beverages are a perfect blend
of coffee and cola, that impresses with every sip

• MISSION:
Del Monte's mission is to give Indians a refreshing drink that is good for the health and pocket to drive away the
mid - day blues

• BRAND POSITION:
The go to beverage for health conscious coffee drinkers and people requiring a reboot in the middle of the day

• BRAND ASSOCIATION:
 PRODUCT
Our Inferences OFFERING
Our target group likes to
consume the Ready-to-
drink beverage

Where? On the go

How? In bottles, cans Cafe intense: Awaken your

senses
How much? 250-500ml East African beans create a full-bodied, strong
coffee with an intense and luxurious aroma to
match its name

Never ending fizz, provides for a pleasantly

refreshing experience

Each sip is an invitation to discover its subtle

Bottle: 500ml
composition of surprising flavors and delicate
finish

Can: 250ml
 PRODUCT
OFFERING
Jolt 0.0- Full flavored experience

JOLT 0.0 boasts a flavor and scent that will

excite even the most seasoned coffee
drinker.

This exclusive and harmonious blend of the

highest quality South American highland
coffee beans with cola ensures an
outstanding cola-coffee experience.

Its zero sugar content ensures that it fulfils

health conscious coffee lover’s dream each
and every day.
 PRICIN
G
500ml PET Bottle 250ml Can

We have adopted VALUE BASED PRICNG We have adopted VALUE BASED PRICNG

Particulars Amount Particulars Amount

Target MRP Rs 49 Target MRP Rs 39

Per Unit Costs: Per Unit Costs:

Material Rs 4.5 Material Rs 2.50
Labour Rs 2 Labour Rs 2
Packaging Rs 0.50 Packaging Rs 1
Manufacturing Overheads Rs 1 Manufacturing Overheads Rs 1
Admin Overheads Rs 1 Admin Overheads Rs 1
Sales & Distribution Rs 5.50 Sales & Distribution Rs 5.50
Marketing & Promotion Rs 12 Rs 26.50 Marketing & Promotion Rs 12 Rs 25

Profit Rs 22.50 Profit Rs 14

 DISTRIBUTIO
N CHANNEL
For the initial stages of the product, only offline channels will be used. The product will be sold
through supermarkets and other retail stores. The product will be launched only in the 8 Tier I
cities where there is a healthy mix of corporates and educational institutions.
The manufacturing units can be set up to cater to particular regions and supply to the cities in
those regions
• Bangalore Chennai Hyderabad
• Ahmedabad Mumbai Pune Delhi
• Kolkata

The online channel will be explored only after analyzing the performance of offline channels.
 INTEGRATED
MARKETING
COMMUNICATIO
Our Inference
N
Why were consumers willing to try?

Recommendations from Family/Friends & TV Commercials

Objective

• Build long term customer relations

• Create product awareness about a refreshingly new alternative to conventional soft drinks
• In the first year of operations, Jolt targets 8 per cent share of the ready-to-drink market (80
million prospect users)
• Estimated reach of advertisement 80% of the market. We expect 25% of aware prospects try
JOLT.
• We estimate that 40% of all triers will become loyal users.
• We estimate that 40 advertising exposures for every 1% of the population will bring about a
25% trial rate.
 How’s the JOLT?
Advertising Sales Promotions Events and Mobile Marketing
Experiences
Medium - TV, Cinema, Push Strategies
YouTube Banner ADs
Collaboration • In App
• Food delivery apps • Collaboration Advertisements
• To reach geographically like Zomato and with major events (Spotify,
dispersed buyers and Swiggy to provide like IPL, ISL, U-17 Instagram, etc.)
trigger quick sales product samples as FIFA World Cup
part of offers or Trade Promotions
• Explain product features deals • Sponsor local
sports events like • Better credit
• Build enthusiasm about • In the initial stages, football or cricket terms to
the product provide product tournaments. wholesalers
samples with • Volume based
services provided discounts
by Zoomcar, Revv
 FUTURE SCOPE
• After the product establishes itself in the market, we can come out with more premium
variants

• For example, a variant can be introduced in collaboration with a major player like Starbucks
which could also open opportunities to sell the product in Starbucks outlets

• Expanding into lower tier cities with special focus on cities heavily involved in or associated
with sports or education

• Introducing newer flavours under the JOLT brand

THANK YOU