THE IMPACT OF SOSYO’S MARKETING

STRATEGIES ON ITS MARKET

CAPITALISATION

Research Proposal Presentation

Prepared by : Sonal Mehta

Submitted to : BHAGWAN MAHAVIR COLLEGE AND MANAGEMENT
STUDIES,
VEER NARMAD SOUTH GUJARAT UNIVERSITY, SURAT.
 CONTENTS
 INTRODUCTION
 LITERATURE REVIEW
 RESEARCH METHODOLOGY
 PROBLEM STATEMENT
 OBJECTIVE
 RESEARCH METHODOLOGY
 BIBLOGRAPHY AND
REFERENCES
 INTRODUCTION
Marketing strategy is a process that can allow an organization to concentrate its limited resources on the
greatest opportunities to increase sales and achieve a sustainable competitive advantage. Strategic planning
involves an analysis of the company's strategic initial situation prior to the formulation, evaluation and
selection of market-oriented competitive position that contributes to the company's goals and marketing
objectives. Setting a marketing strategy is essential to keeping your team in sync and performing well. It
aligns the entire company around shared market, business, and product assumptions. This is key to launching
campaigns and promotional activities that effectively engage potential customers, drive revenue, build brand
awareness, and strengthen the relationship with existing customers. Your strategy sets the direction for your
everyday marketing activities. This keeps the team focused on what matters most — so you can successfully
acquire, keep, and grow customers. Strategic marketing, as a distinct field of study emerged in the 1970s and
80s, and built on strategic management that preceded it. Marketing strategy highlights the role of marketing
as a link between the organization and its customers. Marketing strategy leverages the combination of
resources and capabilities within an organization to achieve a competitive advantage and thus enhances firm
performance. The key components of marketing strategy- A marketing strategy is based on deep research and
analysis, factoring what can positively or negatively impact your business success. This research forms the
foundation of your overall marketing plan and sets the direction for how to achieve your company’s vision,
mission, and business goals.
 SOSYO:(Drink)
 The brand name - SOSYO-was derived from the Latin
word 'Socious' which is related to society. From ‘Socio'
it gradually evolved in to SOSYO, a distinctive thirst
quencher with at unique taste that defies definition and
has been relished over generations.
  The brand has been given a new, contemporary look
ever since it's repositioning as a specialty drink in
January 2010 with the catchy base line "Apna Desh
Apna Drink". Besides 'SOSYO-Hajoori's has other
brands like, "Kashmira Jeera Masala Soda, Lemee
Lemon, Orange flavor, "Ginlim Soda'-a gingerly lemon
flavor and "Hajoori's plain Soda".
  The various packing includes 200ml, 300ml in the
glass bottles and 350 ml, 500mland 1.5 liters in Per
take away and special packing in 300ml glass bottles
per take away for exports. Hajoori Sons has over 100
flavors.
 HISTORY:
 The Foundation was laid when a young boy in his
teens-Abbas Abdul Rahim Hajoori began his career
selling aerated drinks made by various British Bottlers.
Young Hajoori had the tremendous vision to prove the
competence of Indian brands VIS a-VIS foreign
brands.
 It was his vision that laid the foundation of a new era
in the Indian soft drink industry in the form of
Hajoori& Sons which later came out with one of the
phenomenal brands in India SOSYO.
 Since, 1923 saw the foundation of Hajoori& Sons
Surat, Gujarat; but fate did not deem to let the founder
enjoy the success. The reins were taken over by Mr.
Mohsin Abdul Rahim Hajoori, after the untimely
demise of his elder brother. He did not have to look
back since then. With the renewed vigor of the next
generation, the business reached new heights in the Mr. Abbas Abdul Rahim Hajoori
70's and 80's. Today SOSYO has become a formidable
brand and is all set grow further.
 VISION:
 With A stronger base of over 50,000 retailer outlet, 5
sophisticated manufacturing plants (4 in Gujarat and 1 in
Mumbai) seven franchises and over 150 distributor's
network, Sosyo is now looking for trade to share its vision.
Sosyo Now has a vision to grow as a National Brand
through Franchising Network with 40 Manufacturing
Franchisees all over India.
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 MISSION:
 Our mission is to build over selves a full fledge beverages
company having an exceptional hold on people's taste.
With his unique and exclusive flavor.

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 EXPORTS:
 Hajoori and Sons is gradually expanding its network to various
countries. In our first attempt of expansion, we have established a
reputed name in Canada, UK, Australia, and other countries with
contract filling in the USA.
 Our Brand: Sosyo, Kashmira, Lemee (Orange, Lemon, and Ginlim) and
Soda are available in various departmental stores of UAE, and various
other cities of UK. USA, Canada, Newzealand and Africa. Very soon
franchise will set up plants in the USA, UK, Canada andother countries.

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 QUALITY APPROVAL:
Customer satisfaction is our sole motto. Our definition of customer includes every person who comes in
the business with us. We understand that our market and our industry are fast changing and we accept that
change brings the opportunity to grow and improve.
That's why we are proactive in realizing new ideas and encouraging innovation in everythingwe do. We

operate our business in the same way we lead our personal lives. We are honest, open and generous.
Thisis a moral choice but it is also a commercial imperative. Our market reputation depends on how we
behave. To maintain the trust and confidence of our customers, suppliers, colleagues and employees, we
act with integrity at all times. And by acting with integrity, we in turn get the best from others.
We recognize the importance of individuals and value their contribution. We are all team members and yet

retain a strong personal accountability and so we recognize and reward both individual and collective
achievement in order to encourage further and greater achievement in the future.

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 FRANCHISEE NETWORK:
 Sosyo is now looking for business partners to share its vision. The profile we are looking for is
growth desirous, progressive with an open mind and ready to take on the challenges.
 What we offer is full technical support and guidance in erection and commissioning of the plant in
selection and training of man power, advertising and marketing support and of course world class
specialty products.

1. Sosyo Product – Mumbai - Branch of Hajoori & Sons

2. Indian Square Beverages - Ahmadabad
3. Giriraj Beverages - Rajkot
4. Kanchan Bottling – Porbander

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 SETUPS:
 Hajoori and Sons has a fully automated state-of-the-art plant in Surat, Gujarat. To
cater to its demands in every district, cities, town and villages the company has
setup plants Mumbai, Surat,Vadodara, another in Rajkot to cater to surendranagars,
Kachchh Ahmadabad, Rajkot, and Porbander. To cater to the demands in the US
market the company has setup contractfilling in 2 major places in the US.
NEW SETUP:
 We are also planning to set up our manufacturing capacity at Jaipur and
Indore for which active planning is going on.

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 LITERATURE REVIEW
Strategic use of social media within
 Business models and their relationship with
business-to-business (B2B) marketing: A
systematic literature review
Social media are increasingly becoming a valuable tool for Business-to-
Business (B2B) organizations. However, social media research in B2B lacks a
comprehensive overview from a strategic perspective, with most research to date
having been focused on the tactical use of social media platforms, that is to say,
in describing specific tools to implement a strategy. In the present systematic
literature review we address this deficiency. Our findings reveal that prior B2B
research predominately investigated social media as short-term tactics with
context-specific limitations. Our thematic analysis extends beyond these
boundaries and extracts from the literature three relationship-orientated themes in
social media, namely their use as a tool for: 1) sales-facilitation, 2) integrated
communication, and 3) employee engagement. These three themes are distinct
yet interdependent and are each necessary if organizations are to develop a
competitive advantage within the social media environment. The descriptive
statistics and thematic analysis in the study present a set of five key findings that
reflect the research gaps presently in the literature and thus highlight significant
future research directions. The study also highlights the utility for organizations
to employ social media in a strategic manner rather than simply as a tactical tool.

marketing: A systematic literature review 
The purpose of this paper is to identify the degree to which the
marketing discipline has hitherto engaged with business model
literature. The results of a systematic review of business model
literature are presented and utilise both the citation counts and the h-
index to objectively demonstrate the limited engagement that the
marketing discipline has had with business model literature, and the
limited degree that the discipline has influenced that literature. The key
findings reveal a growing, but formative body of literature that,
hitherto, has been dominated by non-marketing disciplines and which
has only just begun to be addressed by present day marketing scholars.
Using the most influential articles identified in the analysis, the paper
concludes with a case for the empirical development of the business
model concept with industrial marketing scholarship. Such
development is argued to be grounded in the potential of open business
models, co-created with multiple stakeholders in a supply chain and the
end users of a value proposition.
 Social media as a marketing
tool: A literature review 
In today’s technology driven world, social
networking sites have become an avenue where
retailers can extend their marketing campaigns to a
wider range of consumers. Chi (2011, 46) defines
social media marketing as a “connection between
brands and consumers,[while] offering a personal
channel and currency for user centered networking
and social interaction.” The tools and approaches
for communicating with customers have changed
greatly with the emergence of social media;
therefore, businesses must learn how to use social
media in a … 
The review of Alibaba’s online business

marketing strategies which navigate
them to present success
Alibaba has become the largest online and mobile commerce
company in the world in just a few years and barely anyone
expected it to be so successful. It has provided numerous business
opportunities for small and medium enterprises to leverage the
innovative technology to compete more efficiently domestically and
globally. This study does not attempt to describe Alibaba as a perfect
business; rather it discuss the marketing strategies, promotion,
distribution channels and some important lessons that were carried
out by Jack Ma to achieve success in this complex world of online
trading. In this literature review, we examine a few key factors of
Alibaba’s success such as its specific marketing strategies, various
challenges, its strong branding image, superior customer value
proposition, better shopping experience, huge sales volume and
economies of scale.
 PROBLEM STATEMENT:
 As we know that Sosyo company is not that popular because it’s target segment is
only Business student like us and it company’s positioning to the customer is very
low and also distribution is loose. So using a CELEBRITY to represent the
company helps to differentiate the brand from competitors.
 And “CELEBRITY ENDORSEMENT” can Influence Consumer Purchases, Build
Brand Awareness, Position a Brand, Attract New Users, Breathe Life into Failing
Brand.
 This perception needs to be explored and redefined again with the detailed study
on the roots, causes, factor, reasons, effect and impact on organization.
 OBJECTIVES:
 Increase profit by cutting down costs through productive and efficient
production facilities.
 Focus on environment friendly bottling production and enforce
sustainability.
 Continue to diversify its portfolio through innovations and partnerships,
keeping consumer demands in mind.
 Research Methodology:
 Research method- Exploratory research method to explore all the aspects of the company
and descriptive research method to redefine the meaning, perception and dimensions.
  Data Collection Method- Primary and secondary data will be supplied to the research to
accomplish all the objectives. Both of the data types will be qualitative and quantitative in
nature. Primary data will provide a descriptive view and nature of sosyo company and will
be collected by questionnaire, interviews and observation of the employees who
are/were/may/might be involved in the act of sosyo company.Secondary data will be
collected from the existing research and experiences of the (primarily) employers and
employees. As well as all the existing appraisal and performance journals from the various
and distinct organizations will help in the collecting secondary data. Which will lead us to
the neutral perception and view of the sosyo company.
 Sampling plan-
1 SAMPLE SIZE 500
2 SAMPLING METHODS SYSTEMATIC
SAMPLING METHOD
3 SAMPLING AREAS SURAT

 Data collection analysis and method- Intellectual and factual analysis of qualitative data is
required to complete this exploratory research. As well as statistical comparison of collected
secondary data (quantitative) with the primary data (result of questionnaire) will be used for data
analysis. Precise analysis and processing of data will provide the descriptive conclusion of this
research.
 Bibliography & References
 Hajoori & Sons
 Plot no 243/244, Bhatpore G.I.D.C., Ichchapore, Hazira
 Road, Surat, Gujarat-394 510, India
 Ph. No +91-0261-2915255/ 2915277
 Email: hajooriandsons_sosyo@yahoo.co.in
 Website: http://www.sosyo-thesoftdrink.com
THANK YOU