MARKETING MANAGEMENT

MMM - SEM II GROUP NAME :- DARE DEVILS

SUBMITED BY:ROLL NO SHEFALI KADAM - 10 VAIBHAVI SATAM - 23 QAMARJAHAN SHAIKH - 27 PRIYANKA WAINGANKAR - 32 MALLIKA YADAV - 33 JOVITHA PAUL -35

The Coca Cola Company is a global business enterprise and one of the two main soft drink sellers. Energy drink suddenly takes the market of beverage by storms. This type of non-carbonated drink has shrunk carbonate soft drink in a short period of time. Energy drink claims to be healthier beverage type. Energy beverage industry targets towards those people who need some sort of energy boost.

PERSONAL INFORMATION: AGE: GENDER: M/F 1.Which energy drink you prefer? Red bull Rockstar Burn Monster Specify, if any other 3.Why do you buy it? Effectiveness of the product Easy availability Easy to remember Cost factor Word of mouth Advertisement Attractive packaging

4. From where do you buy it? Chemist shop Grocery shop Retail outlet in shopping mall 5. Which medium of information do you generally refer to? Television Newspaper Radio Magazine Specify if any other 6.Why do you remember the advertisement? Influence of celebrity Frequency of advertisement Catchy tag line/jingle/song Specify if any other

PERCENTAGE OF RESPONDENTS
15%

Burn
9% 8% 9%
Redbull

38%

Monster

21%

PERCENATGE OF RESPODENTS

WORD OF MOUTH (32) EASY TO REMEMBER (102)

7% 29% 22%

EASY AVAILABILITY (36) EFFECTIVENESS (143)

3% 31%

8% OTHERS (COST & ATRACTIVE PACKAGING) (12) ADVERTISEMENT (135)

My Energy Booster..

Strengths Cheap Non- Carbonated Non- Caffeine Instant Energizers Ready to drink concentrate. Marketing and distribution network. Brand Image It doesnt fatten in contrary it helps you to burn fat in your body Vitamins rich

Weakness Late entry in the market Consumer awareness Considered as an artificial /preservative based product.

Opportunities Good market Potential Upcoming sector in the Non-carbonated drink segment. Increasing awareness about health. Growing Indian Market

Threats Established and strong players. Conventional methods of Hydration still prevalent. Cheaper alternatives.

Dare

devils vision is to become the number one brand in the market of energy drink. Through value for money and customer satisfaction

Dare Devils is a non alcoholic energy drink. formulated with the purest components ideal for reenergizing the mind ,body and spirits in the moments of high pressure, and physical and mental efforts. Packaging :- Aluminium Can Gross Weight in can :- 284 gms Number of units per package :- 24. Gross Weight of Tray :- 6.7 kg

Protein :- 10 gms Carbohydrates :- 50 gms Sodium < 0.1 gm Nicotine amide acid :- 7.2 mg Vitamin b6 :- 0.8 mg Vitamin A :- -0.7 mg Vitamin B1 :- 0.4 mg Vitamin B2 :- 0.6 mg Vitamin B3 ;- 0.3 mg Vitamin C ;- 0.7 mg Vitamin D :- 0.9 mg

Revives your Energy, the Healthy Way

USP Non Caffiene Non Alcoholic Vitamin Rich

Existing energy drink are highly priced. All the existing energy drink are available for around Rs 90/Due to such prices many of the masses wanting to buy an energy drink , go for any low price soft drink to rehydrate ,at the expense of health. Daredevils would be available for Rs. 75/- which would be affordable for most of the segment of society. Pricing Strategy :- Market Penetration

Age group :- 18 to 35 Health conscious people who are averse to alcohol College students who need to stay awake late night ,hectic schedules , Working class people who need that extra boost of energy.
Athletics who need energy after exhaustive field activities.

Should be popular among youth in the urban areas. Target :- Tier one and tier two cities concentration in metro cities. Positioning :- It should be perceived as a healthy drink unlike its competitors. Easy solution to todays stressful and hectic life.

Today, it is common for people to expect themselves to keep going because this competitive age demands that. As a result, it has become common for people to experience tiredness, weakness and fatigue. It is the kind of feeling, when you like staying in bed, even at the beginning of the day. When even in good health, you feel drowsy. But, there are ways to handle these problems.

My Energy Booster..

Promotion is mainly done by communication on TV A magazine promotion - Free sample packs in magazines Attractive packaging. Limited period price off Radio: All India Radio during the News and Cricket matches Other National channels such as Radio City / Radio Mirchi Associate with gyms We will have a tie ups with gyms to promote our product. Interactive website. Advertisements and promotion on social networking sites like Facebook and twitter

Free distribution of samples in colleges To promote the drink we will give out 500 free samples outside colleges once in a week for the first month. We will sponsor various college events and festivals where we can distribute free samples. Organize various sports events . We will sports events like marathons where we can promote Dare Devils. Promotion in IPL PROMOTIONAL MATERIAL Posters Bags T-shirts

Daredevils

As per our distribution strategy we plan to make our product advertisement visible every where to the customers. Other than this it is also very imp for the product to be easily available to the customers .Thus we plan to make sure that the product must be available in the following places :Colleges and office canteens. Clubs Local drug or medical stores Local general stores . Malls and Super markets

Distribution is one of the four elements of marketing mix. We plan to sell our product both directly through campaign outlets and indirectly via retailers ,agents and wholesalers. Since it is a new launch we would primarily like to focus on production and quality of the primarily like to focus on production and quality of the product .But once the product is accepted we will shift towards distribution as till then even we will be sure of our production plans as per response.

Consumers

Year 1(bn)

Year 2 (bn)

Year 3(bn)

Sales in CR Promotional Expenses Selling Expenses Distribution Expenses Marketing Expenses PBT

0.06
0.012 0.0048 0.003 0.006

0.07
0.0105 0.007 0.0042 0.0084

0.09
0.009 0.0108 0.0072 0.0135

0.0342

0.0399

0.0495

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