MARKETING PLAN

SOYUMM
Marketing Management- I

Course Facilitator:
Presented By: The KingPins Prof. Nilamadhab Mohanty
● Aman Kumar
● Gautam Kumar
● Md Saquib Umar
● Saket
MISSION
STATEMENT
● To provide better milk and milk product alternatives to maximum individuals
at an affordable price every day.

● To promote confidence in the lives of our consumers towards a healthier

lifestyle even in this era of rush.

● To promote a sense of caring for the people who are deprived of milk
benefits because of lactose-intolerance.
 VISION STATEMENT
● To become a market leader by 2026 in the soymilk market.

● Development of indigenous products using constant research, innovative

processes, and adaptive technologies.

● To deliver our contribution towards the betterment of our farmers by

providing them with essential support.

● We envision a sustainable environment by creating awareness for plant-based

alternatives.
CORE BENEFITS
● Available vitamins, minerals, and oxidant in soy milk can provide very
important health benefits.

● It is high in protein content.

● Excellent source of potassium to maintain lower blood pressure.

● It contains Omega-3 fatty acid to reduce risk of DEMENTIA.

● Great source of calcium which is very good for bone strength.

 ABOUT THE COMPANY
WHAT DOES IT DO MANUFACTURES SOYMILK

WHY TO PROVIDE FRESH AND

HEALTHY SOY MILK ON THE
GO

CUSTOMER FOCUSING ON PEOPLES OF

INDIA,WITH OUR SPECIAL
FOCUS ON PEOPLE WHO ARE
INTO FITNESS

LINES OF BUSINESS SINGLE LINE BUSINESS

PRODUCT HIERARCHY:
Need Family
Daily Use

Product Family
Soya Bean

Product Class
Soy Milk

Product Line
Soyumm

Product Type
Plant based Milk

Item
Eco-Friendly Packaging of 200 ml,
500 ml, and 1 ltr
 MARKET COMPETITORS
Company Product Flavours
Brand Name Product
Name Price Available
Natural
Sugar free
Rs.35 (200ml) Vanila
Godrej Hershey
Company SOFIT Soy Milk
Rs.145 (1ltr)
Kesar Pista
Chocolate
Unsweetened

Original
SOYFRESH Rs.35 (250ml) Cappuccino
Johar Groups Soy Milk
SOY MILK Rs.145 (1ltr) Chocolate
Malt
SEGMENTATION
The market consists of many types of customers, products & needs. We made the market
segments on the following basis –

1. Geographically - Our product will be initially available in Tier-1 and Tier-2 cities in
all over India.
2. Demographic – Age 15-50 years, middle and upper class
3. Psychographic – Health conscious people, quality product seekers
4. Behavioral – Working class people, regular , on-the-go.
5. Benefits Sought- Drink for lactose intolerants, natural nutrition, health, hygienic,
more protein, more calcium, less sugar, and flavors.
Targeting
● This brand is for those who love to be fit and healthy.
● The brand is aiming the 15-50 yrs and follows a modern lifestyle

Positioning
For the people who are looking for a healthier milk alternative on the go, soYumm

provides a wide range of healthy and on the go soy milk products that are less in

calories and high in vitamins that helps you to achieve your healthy lifestyle goals

because soYumm is intensively focused on the needs of the customers and willing to

a difference by providing customers with better and healthier products.

5C’s ANALYSIS

COMPANY ANALYSIS
Company

•Product: - Soyumm

Collaborators
•Partners and investors - “” is going to invest for this project.

•Supplier and distributors - Local farmers, natural flavours manufacturers, local departmental stores,

supermarkets

Customers

Target audience: - Company is targeting those customers who are health conscious and age between 15 to 50

years.
•Competitors

Major of our competitors are those companies who are producing such kinds of the product for

a long time such as Godrej Hershey Company (Sofit Soya Milk), Johars group (Soyfresh Soya

Milk) etc. and these are very much known and popular among the customers.

•Climate

There is always favorable political condition for the business-like milk production in India

because of farmers issues with government. As our first motive is to capture local market of

Tier-1 and Tier-2 cities and then move slowly to those states which touch the boundary of

Madhya Pradesh. Government of India is also giving more emphasis on strat-ups and also

supports them by providing loans and other facilities.

 S W O T

Strengths Weaknesses Opportunities Threats

● Low product
● Advertising recognition and ● Non- ● Already
on health & awareness. traditional established
wellness
marketing milk product
● Many players in strategies in India
● Power- packed the market
nutritional restrict market
beverage share
● Weaker
distribution
● Brand penetration ● More
● Good network in
packaging and is mostly in the marketing and
distribution cities advertising India
Product
The product name is Soyumm.
The product will be available in three volume sizes,viz, 200 ml,
500 ml and 1 ltr.

Product variants:

1. Chocolate

2. Vanilla

3. Strawberry

4. Kesar Pista
 Pricing
● As we analysed the competitors product prices, we found that there is a little price
variation in the product segment, particularly among the leading brands. For this
reason, we will also follow a competition-based pricing strategy. Given that we
“soYumm” claims to keep its prices low in comparison to its competitors.
● We will also provide more margin on products to the retailers and wholesalers than
the existing competitors does.

Place
● As we will initially be operating mainly in the urban areas as Tier-I and Tier-II
cities, we will mostly be placing our products through the organized and
unorganized retail stores.
 Promotion
● Push Strategy- Initially we will be using push strategy as wholesalers and retailers
play a key role in pushing our products to the consumers as we will offer a greater
margin than the competitors offer.

● Advertising Media- As of current scenario there is no current running advertisement

in the market which makes it easy for us to capture this opportunity. We will be
communication our brand message through print media, newspaper ads, internet ads
and other digital marketing techniques.
● Promotional videos- Promotional videos at fitness centres and supermarkets will also
promote the brand awareness among our target segments.
Operational Plan

As we have started soya milk business, there are some equipments must be

required to make this business happened. The product will be manufactured by

the Full Automatic soya milk Production Line with the latest available system,

which includes depositing, shaking, and cooling at room temperature, packaging

and afterward 18-degree Celsius temperature before distribution.

Thank You !!
QUESTIONS,
COMMENTS,
CONCERNS?