Marketing Plan of Soda Drink 3

Marketing Planof

Soda Machine

Group Members :-Maan Singh -10Samin Jindal -10Ramneet Gambhir-10Neha Taheam -10Gaurav Malhotra -9Manpreet kaur -9Raja murad ali -8Rajesh -7

EXECUTIVE SUMMARY

Business Plan :-It is a soda store that provides various flavours of soft

drinks according to the need of the customers which provides them satisfaction.

Objectives:-Availability of low priced soft drinks for those who

cannot afford high priced Cola brands.

Market Analysis Industry analysis Soft drink consumption has a market

share of 46.8% within the non-alcoholic drink industry, Data monitor(2010) also found that the total market value of soft drinks reached $307.2 billion in 2009 with a market value forecast of $367.1 billion in 2012.

PESTLE ANALYSIS POLITICAL FACTORS• Changes in regulations and laws• Changes in the non-alcoholic

business environment ECONOMIC FACTORS• Level of disposable income• Consumption patterns SOCIAL FACTORS• Lifestyle

CON’T TECHNOLOGICAL FACTORS• Advancement of Technology ENVIRONMENTAL FACTORS• Air and water pollution standards • Safety Regulations LEGAL FACTORS• Regulations• License requirements • Limits on access to raw materials

Market Analysis: Customers

Customers-Lower class and Middle class people.

Individual customer demographics Shop Location-Crowded areas Age- All age groups

Business customer demographics Location-Jalandhar and Chandigarh Bus stand

.

Why our company is Superior

SWOTANALYSIS

Strengths Less Investment Easy to Install Cost of making soda is very less Less employment cost Less Competition

Weakness

New to the market. Lack of experience.

Opportunity

There are CAN machines but no soda machine

Large segment of market still untapped for soda machine in Punjab

Threats

Inferior perception of people towards low cost soda products

Competition from established brands such as coke, appy , etc.

Competitive GridBasis of Competition

10 flavours soda machine

Coke Pepsi

Extra Flavours Like Masala soda, Flavoured bear and many more

N.A N.A

Price Rs 5 per glass of 200 ml

Rs 25 per bottle of 500 ml

Rs 25 per bottle of 500 ml

Focusing on individual satisfaction

We focused on individual satisfaction by offering 200 ml at just Rs.5

N.A N.A

Marketing Strategy Product Price Place Promotion

PRODUCTSODA FLAVOURS Mango Lemon Apple Jeera Masala Orange Cola Pineapple Lichi Fruit Bear Guava

CONTD…Features of our product• Substitute of Cold drinks• Low price• Huge variety• Easy Available Products benefit to the customer• Micro packaging concept• More flavours as compare to existing playersU.S.P

o Variety of productso Low Priceo Easily Available

PRICE

The pricing policy we are following initially is-• Penetrating pricing• Fixed Pricing

Cost of our products:-• Every flavour price- Rs 5

FUTURE PRICING POLICIES

• Raise price of a glass• Raise price of a machine

PLACE Open 2 retail outlets on bus stand as a

distribution method is going to be used Store Location • Jalandhar Bus stand• Chandigarh Bus stand Transaction process between our business and our

customers Customer feedback Customer Suggestion

1 salesman on 1 machine

FUTURE DISTRIBUTION METHODS

More Machines should be installed at nearby crowded places of Jalandhar and Chandigarh.

PROMOTION Advertising Techniques

Hoarding on Bus StandNewspaperPamphlettes

PEOPLE Target customer are mainly comprises of

middle lower and lower class.

Porter’s 5 Forces Model

Barrier to Entry As we are first in Jalandhar and

Chandigarh market, we are capturing the whole market share and creating monoply.

Company enjoys Economies of Scale, So it is a big barrier to entry.

On the other side we don’t have any patent rights so other may also enter into this Business.

Bargaining Power of Supplier

Here the Supplier’s bargaining power is moderate as this is a new concept only in PUNJAB, but in other states Like Delhi, Gurgaon, Noida it is existing.

Bargaining Power of Buyers

Bargaining power of buyers is low as we are offering soft drinks at just Rs 5.

Rivalry Between Existing firms

Competition is faced from Cola brands but that is an indirect Competition.

Price wars are a common Phenomenon.

Pressure from Substitute products

The best part in Soft Drink sector is that the substitute here are the Existing Cola Brands, So if the customers change their consumption pattern too then the effect will be on the company but the whole sector remains unaffected.