HERBREW

When its time for "me" its time for Herbrew

Presented By:- Vikash Kumar

Customers
Customers Youths, College students, Working employees and Celebrities Customer Segment Unisex Age Group (15-60) Across India Competitor Brand- Nescafe, Tata coffee, Bru, Caf coffee day. Form- Sugar free and caffeine free Generic- Green tea Differentiator Purely herbal product USP Caffeine free (Organic roasted dandelion roots and Ginkgo Biloba leaves ), Sugar Free (Licorice root)

New marketing Technique Giving an ad on website, Distributing pamphlets Giving ad on Radio, Installing coffee machine inside companies and offices Distributing free samples Consumer Behavior Social factors- Friends and Family Personal Factors- Age, Education & Income Purchase Decision Influencer- Youths (College Students), Working employees &Celebrities Buyer- Parents, Youths Competition Analysis Differentiated Oligopoly Competitive Strategy Market Challenger Sugar free, Caffeine Free Frontal Attack Guerilla Attack

Demand Forecast
Market Demand The market demand will be on selling a 1.2 cr units per annum On selling 10,00,000 units for a month will give sales of Rs 4,60,00,000 Market forecast The total sales target of the company for 5 years is to sell 6,00,00,000 units which will give a turnover of Rs 2,76,00,00,000

Marketing mix
Product Caffeine free and sugar free coffee We have replaced caffeine content i.e Coffee beans with Organic roasted dandelion roots and Ginkgo Biloba leaves which gives similar taste of Coffee and is good for health as well as We have replaced sugar with Licorice root which also gives very similar taste of sugar. We have used other ingredients like Organic carob, organic barley, organic chicory, organic dates, almonds, natural mocha flavor, organic figs, organic cocoa powder and Contains Almonds. Product will be available in three different types of flavor: Vanilla Nut, Hazelnut and Mocha

Pricing
Fixed cost: Factory Setup= 2 Cr Machineries= 3 Cr Office setup= 20 Lakhs Total Fixed cost= 5.2 cr Variable Cost: Raw Materials= 5 Lakhs/Month Packaging= 30 Lakhs/Month Transport= 20 Lakhs/Month Salaries:Total Higher Authority employees=5, with pay scale of 50,000/mth/each employees=2 .5 Lakhs/Month Total Managers=10, with pay scale of 25,000/month/each employees=2 .5 Lakhs/Month Total Supervisors=10, with pay scale of 20,000/month/each employees=2 Lakhs/Month Sales Employees=100, with pay scale of 15,000/month/each employees=15 Lakhs/Month Shop Floor Employees=100, with pay scale of 7000/month/each employee=7 Lakhs/Month House Keeping=10, with pay scale of 4000/month/each employee=40 thousand/Month

Electricity= 1 lakhs/month Advertising= 50 Lakhs/month Promotions= 30 Lakhs/month Publicity= 20 Lakhs/month Total Variable Cost= 1,85,40,000/month= 22,24,80,000/annum Unit Sale= 10 lakhs/months = 1.2 Cr/annum, Desired Return on Sale= 50% Unit Cost= 22.87/Mark Up Price= 45.74/- per unit Target Returning Price= 34.30/Fixed MRP= 46/- for 50 gm packet, 80/- for 100 gm packet, 125/- for 150gm packet, 250/- for 300gm packet And 415/- for 500gm packet.

Product packaging
50 gm and 100 gm will be available in an air tight packet to maintain the aroma of the coffee. 150 gm, 300 gm and 500 gm will be available in a glass bottle because Glass containers are safe, tamper-resistant, inert, nonporous and impermeable to chemical interactions. Glass containers protect products from degradation caused by moisture and oxygen. Properly sealed, they ensure the freshness, taste and quality of products stays over a very long time. Nutritional Chart printed in every packet Healthy Tips for this product on each pack

Place
Retail outlets- consumers are generally more concerned about purchasing good from retail outlets, so marketing for the product will be easy as the retailers will also participate in marketing the product General Stores- General stores would be the best way to market the product as every customers gets all basic needs from this stores. Medical Stores- Since the product is herbal and organic so marketing the product in medical stores would increase the marketing. College and Office Canteens- Since college students, youths and working employees are much more interested in coffee, so marketing the product in office and college cafeteria will give a good awareness for this product.

BUDGET
Year 1 Total Cost 27 cr of Operations Percentage Escalation Total Sales Exp Percentage Growth in Business Total Profit 0% 1.2 cr Year 2 27.54 cr Year 3 28.09 cr Year 4 28.37 cr Year 5 27.65 cr

2% 1.3 cr 10%

2% 1.3 cr 12%

1% 1.4 cr 15%

1% 1.6 cr 18%

30.2 cr

31.4 cr

32.6 cr

32.62 cr

Implementation Program Action Plan. Product will be available in packet of 50gm, 100gm, 150gm, 300 gm and 500 gm. The product will be available at every retail and departmental store All over India. Action program. Targeting Youths, office employees, Celebrities Stalls in colleges, office canteens & Promotional Events in shopping malls Use media for promotion (News paper, Website, Radio) Advertising Brochures , Pamphlets, Websites and Banners Sales Promotion Free Samples Sponsoring Special Events Health awareness programs

Integrated Marketing Concept

Thank You