MARKETING TERM PAPER

SUBMITTED TO SUBMITTED BY

Miss Shubhpreet Rajnish kr. pandey

Reg. No. 10906557

BBA International
INTRODUCTION

At the heart of a great brand is a great product. Product is a key element in the market
offering. Market leaders generally offer products and services of superior quality that
provide unsurpassed customer value. Many people think a product is a tangible
offering, but it can be more than that. Broadly, a product is anything that can be
offered to a market to satisfy a want or need, including physical goods, services,
experiences, events, persons, places, properties, organizations, information, and ideas.

This assignment is based on an innovative idea with the product being in soft drink
segment of the market. So join us in and

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“Just Chill” is a mint based soft drink to be launched by our company. Various
marketing strategies and product strategies of this new product shall be discussed
below.

IDEA GENERATION: There was a survey conducted by our company to gather

some information on the present condition of the market and to know the expectations
of the consumers. This survey was done by R&D department of company by
collecting some important information from:

 Consumers
 Sales representatives
 Intermediaries

After analyzing each and every aspect of the survey the idea generators came up with
the final decision of launching a mint based soft drink as this was something new and
innovative and never been done before.

After the idea generated and market survey the next step to be implemented is
designing of the product.

PACKAGING & LABELING

Most physical products must be packaged and labeled. Many marketers have called
packaging a fifth P, along with price, product, place, and promotion. Most marketers,
however, treat packaging and labeling as an element of product strategy.
“JUST CHILL” will be available in two different packaging.

1) One being the in the glass bottle of 300ml and 550ml.

2) Second being the 700ml plastic bottle as Pepsi & Coke and other brands.

Label of “JUST CHILL” is attractively designed which itself on seeing gives a

refreshing statement.

PRICING

Price is the most important factor for a product which solely sometimes decides the
fate of the product in the market. Analyzing the production cost i.e. 2.70rs. to the
company and various aspects of market and analyzing the competitors closely,
company decided to market the product in the same price line of the present soft drink
companies so as to avoid any kind of immediate competition from other homogenous
products as company is yet to make a big name in the industry and immediate
competition with product champions such as Pepsi, Coke, etc. could be loss bearing
for “JUST CHILL”.

 300ml bottle price – 8Rs.

 550ml bottle price – 12Rs.
 Plastic bottle 700ml – 20Rs.

DISTRIBUTION CHANNEL

Distribution channel for the product is going to be very simple and would be easily
available for the consumers.

 Wholesalers
 Retailers
  Intermediaries

These two being the main distributors in the channel would supply the product to
consumers as well to the big consumer going places with the help of intermediaries.

ADVERTISEMENT

For the success of any product it is necessary for the company to create awareness in
the consumers regarding the new product and to be made easily available to them. For
our product “JUST CHILL” we have decided to advertise it through various
available resources.

 Setting up Hoardings
 Television
 Banners
 On Buses, Trains

ADVERTISEMENT COPY

Television Advertisement being the most important media for creating awareness
among consumers and to create a brand image in the mind of people for the product it
is important to design the advertisement which reflects the perfect image of the
product.

Brand Ambassador – ShahRukh Khan

“Jab pyas ban jaye Swad, Dil ko aye bas woh hi yaad”

“Just Chill Chill Just Chill”

 FOR PROMOTIONAL VIDEO CLICK HERE
 Instruction – ctrl+click the link (a dialouge box will open, to continue click
“ok” video will autimatically start)