Marketing Management

Product Design
The New Product
Packaged
o Cold coffee
o Herbal cold coffee
o Mint cold coffee

 Name of the Product : Brauner

 Herbal cold coffee:
The latest evolution is herbal coffee that is the
closest approximation to real coffee Caffeine-free
Herbal Coffee is a delicious blend of herbs,
grains, fruits and nuts that are roasted and
ground to brew and taste just like coffee.
Why ???

Cold coffee as a product has emerged as a

new market.
Packaged cold coffee as a product has no
competition in the Hinjewadi area
The area of Hinjewadi is more of youth
oriented. With a lot many college going
students and the young IT crowd.
Herbal coffee focuses on the health concept.
Which is becoming a fad among the youths of
today
Customer Value Hierarchy

Health

Taste and
Potential Product Handling
Augmented Product
Expected Product
Cold
Basic Product Coffee
Core Product
Refreshment
 Product Design and Development
Product Design to develop prototypes
based on market research
System Design to build marketing
strategies
Monitoring and Evaluation to implement
client satisfaction tools, product
adjustments, product impact and identify
new needs and markets.
PRICING
Brauner price Competitor ‘s Competitor’
product s price
Cold coffee Cold coffee
• 200 ml sipper pack Rs 10 – • 200 ml take away Rs 15-
• 500 ml Tetra pack Rs 24- bottles

Mint flavored coffee None

• 200 ml sipper pack Rs 12- ---

Herbal cold coffee None

• 200 ml sipper pack Rs 15- ---
 STP

Segmentation
 Demographics:
The Hinjewadi area is more youth concentrated. The major chunk of the
crowd is from the IT industry and the colleges in and around this area.

 Psychographic:
The majority of the IT crowd and the college going crowd are focusing
on health

 Behavioral
User status: potential users, first time users, and regular users
 Targeting:
Product: The cold coffee market.
Market : The urban youth of Hinjewadi market.

Present M1 M2 M3

P1

Packaged Single Segment

Cold Coffee Concentration
P3

Future M1 M2 M3

P1

Packaged
Product
Cold Coffee Specialization
P3
Positioning:
As a refreshing, tasty and a healthy market

        
 Promotion:
Advertisements:
Through local media channels and local news paper( sakaal, pune
times).
To promote it as a health, tasty and refreshing cost effective
brand through advertisements we will mainly be focusing on the
back drop of the advertisements highliting the above characteristics
if the brand
Shelf space:
We will make sure that proper shelf space is given to the product
in the retail outlets and make sure that proper posters focusing on
the above aspects are there on the back drop.
Promotional Packages: In the beginning we will be giving free
200ml packages with our flavored milk tetra packs.
Branding

Naming:
◦ Individual Name: The product will be launched in the market with the
name of brauner .

◦ Objective : As this is a product targeting mainly the youth name like

“Dhruv” will sound too conventional. Thus the name “Brauner” will be
more appealing to the youth.

Packaging :
◦ We will be mainly focusing on the the form in which the product will be
marketed. We will marketing our product in 200 ml sipper packages that
will be attractive and easy to handle packages.

◦ The tetra pack will also be launched in attractive packages in 500ml

package.
Marketing channel

Already a strong established distribution

channel in the market
Targeting all the retail and food outlets in the
market
Targeting all the college canteens located in
and around the area
Targeting all the canteens in the various IT
industry and different offices
The distributors will be given discounts on the
quota of their sale
Porter Five Forces
 SWOT ANALYSIS
STRENGTHS : OPPORUNITIES:
• NEW PRODUCT ( Herbal and • Completely new and unexplored
flavored) market
• Very cost effective • Amul kool coffee the only
•Right place- the target people are in competitor does not have a very
close vicinity strong reach
• Herbal coffee carries high health
benefits
•Product variety
•Attractive and convenient packaging

WEAKNESS THREATS
• Brand not known for cold coffee •The product is easily imitable
• Completely new flavors ( mint and • Strong competition in the future can be
herbal) a very new concept. Can take expected
time for acceptance
Thank You.