MARK- A SALE (Product : Juice Tetra Pack)

FRESHY FRUSHY
Product attributes
Product chosen: Juice Tetra Pack Name of our juice brand would be Freshy Frushy Tagline would be: Fresh + Fruity + Juicy = Frushy Frushy Man (Exhibit 1) would be our brand mascot

Our Product Mascot (Exhibit 1)

Values communicated by our mascot

To give our brand a distinct brand identity To be used to attract kids; a mascot toy would be given free with our 1 Litre pack The image communicated through this would be that, if you want to be as strong as Frushy Man, you have to drink Freshy Frushy Tall standees , Inflatables of the frushy man, would be placed at retail stores where the juice counters are there Also, small tetra packs with Frushy Man danglers, can be placed near the bottleneck areas like the billing counter, entrance etc Frushy-Man will also communicate the nutrients associated with our product

The POS Ideas

Cardboard tree which is actually a cover to a refrigerated dispenser would be placed in the retail stores (Exhibit 2) The location can be changed to places where they are most probable to be purchased like Kids section, Sports section, Juice & Confectionary Section, Center Space, Billing Area and Entry & Exit (Exhibit 4) Attractive artificial plastic fruits would be hanged to catch attention (promote our brand)
The tree will increase eyeball counts & will add to probability of purchase or trial The tree when placed in different places should be supported by danglers, wobblers & inflatables highlighting different attributes For example: Kids Section-focus fun factor & the collectibles; Juice & Confectionary Section- focus on variants, nutrition, combo packs, family packs etc.; Sports Section- nutrient replenishment, refreshing drink, health benefits etc; Billing Section- focus on value for money, easy on the pocket The dispenser would churn out Fruit shaped small packs of sample juice on inserting a Rs.5 coin into it. The small packs would have attractive shapes like mango, apple etc and children will like this thing as a collectible too It can also be given free for some time in a limited Try and Buy promotion offer The 1 litre pack of our juice which would be placed in shelves, will have a small toy of our mascot Frushy Man given free with it The juice packs will be placed in shelves in the retail stores, with fruit shaped Inflatable, Wobblers and Danglers (Exhibit 3) To engage customers on a limited time basis we would appoint a person, for specifically mothers & adults, a fun game of asking certain questions on fruits & their health benefits, nutritional contribution etc can be organized and a variety of complementary gifts can be given & displayed. Example: A glass or jar or a set of assorted small juice boxes etc. Also, things like a small painting competition for kids can be done at various retail stores for limited time promotion of the brand

The Point Of Sale Display: Tree for Try & Buy (Exhibit 2)

Exhibit 3

Exhibit 4

Danglers Wobblers

Inflatables Shelf Talkers

Retail Store Layout

PROS
Tree shaped shelves will help gain instant eyeballs Trial packs(fruit shaped) will be a huge hit among children Brand mascot will help drive sales, and also create a good brand image Freshness + Fruit + Juicy value proposition will help drive sales among adults as well. Location specific display-standees(Eg: Kids Section, Sports Section etc.) would help building instant connect with all the segments.

CONS
Tree, location specific standees display in retail store might entail, more costly retail space Initial cost of free trial pack & free toy will mean higher cost at the time of launch

SHELF SPACE OPTIMIZATION (Exhibit 5)

CUBIODAL TETRA PACKS
For 200 ml, box size: L*B*H = 4.7*3.8*11.8 cm = 211cm3 ~200 ml approx For shelf sized : LBH = 90*25*30 = 67500 cm3. So boxes that can fit in: Length = 90/4.7= 19 Breath= 25/11.8= 2 Height= 30/3.8= 7 Total boxes in shelf : 19*2*7= 266 boxes. Volume occupied : 266*211 = 56126 % Volume Lost = 16.85%

PRISMATIC TETRA PACKS

For 200 ml, box size (considering equilateral prism of same length): L*(0.5*A*A3/2) = 11.8*0.5*6.4*6.4*1.732*0.5 = 211cm3 ~ 211ml approx For shelf sized : LBH = 90*25*30 = 67500 cm3 So boxes that can fit in: Length = 90/6.4= 14 Breath= 25/11..8= 2 Height= 30/5.54= 5 AND : 13 are in the first row of stack.. Total boxes in shelf : (14+13)*2*5= 270 boxes. Volume occupied : 270*211 = 56970 % Volume Lost = 15.60%

Exhibit 5
Volume lost in Prismatic Packing is reduced by 1.25 % and 4 more prismatic boxes can be accommodated in one shelf. Now considering a whole refrigerator/shelf rack with 6 shelves, 24 more boxes can be arranged. This helps in saving shelf space and also optimizes refrigeration use Also prismatic boxes are more eye catching