The Never

Ending

Prepared By:
Sunil Chhajar

The course that a products sales and profits take over its
lifetime
Sales and
Profits ($)
Sales

Profits
Time
Product
Development
Losses/
Investments ($)

Introduction

Growth

Maturity

Decline

CHARASTERIST
ICS

INTRODUCTIO
N

GROWTH

MATURITY

DECLINE

1.SALES

1.LOW SALES.

1.RAPIDLY
SALES.

1.PEAK SALES.

1.DECLINING
SALES

2.LOW COST
PER
CONSUM
ER

2.LOW COST
PER
CONSUMER

2.COSTS

3.PROFITS

4.CUSTOER
S

5.
COMPETTO
RS

2. HIGH COST
PER CONSUMER

2.HIGH COST
PER
CONSUMER

3. NEGATIVE

3.RISING
PROFITS

4. INNOVATIVE

4.EARLY
ADOPTERS

5.FEW

5.GROWING
NUMBER

3. HIGH
PROFITS

3.DECLINING
PROFITS

4.MIDDILE
MAJORITY.

4.LAGGARDS

5. STABLE NO.
BEGINNIN
G TO
DECLINE

5.DECLINING
NUMBER

SOSYO IS IN INTRODUCTION
STAGE.

LOW SALES

HIGH COST PER CUSTOMER

NEGATIVE PROFIT

CUSTOMER ARE INNOVATIVE

FEW BUT BIG COMPETITORS

Non Availability
Tastes like liquor
Less Known Brand
Is sold in Ahmadabad ,Rajkot , Surat & Mumbai only

New-to-the-world
New product lines
Additions
Improvements
Repositioning
Cost reductions

Sosyo has been discarded

by the consumer

Positioning can be done

with adequate
improvements in the
product

We have identified the

segments and are going
to target those segments

The new product will

have improvements &
additions of Mint flavour

Steps In New Product Development

 To

develop a new drink that doesnt taste

like Sosyo
To bring the same drink in different colours
To develop a new drink that can quench
the thirst of the people
To make a drink that is mint based
To market a health drink
To develop a diet version of the same drink
To add some flavors to the same drink

 Product idea
Product concept
Category

concept
Brand concept
of
Strength
Class= 55 testing
Concept

Who doesnt prefer= 2

Who prefer soft drinks but not Sosyo= 47
Reasons for non preference:
1.Taste
2.Colour
3.Non Availability
4.Brand Unawareness

20-11

 To

develop a new drink that doesnt

taste like sosyo

Develop

a new drink that can match

with the taste preferences of the
target market like a health drink or a
diet drink

Marketing Strategy
Development
Stage
-I

Target
market

Product
positing

B school
students of
IBS sec-c
who are
young, well
educated,
moderate to
high income.

Positioned as
refreshing,
Cool , stress
buster and a
soft drink
with a
different taste

StageII

Sales,
market
share
&profit
goals

StageIII

Stage-II

Planned
price
200 ml-7
300 ml-10

Distribution

Tie up with
major
distribution
channels\
Dealers with
IBS nearby
shops.
And canteen
selling more
than 550600 bottles
addl
discount of
5% except
the normal
10% on list
price.

Marketing
Budget
Rs. 4 per
bottle

Long Term
Sales
ROI- 1520%

Profit
Goals
PROFIT
@ Rs.1
per
bottle

Marketing
Mix
Amount
expected
to be
raised 1520% and
research
should be
reduced
5% every
year.

 Projected

Sales- 450-500
bottles/month

Review

of sales

Costs-Rs.6/bottle
Projected

profit- Rs1/bottle

Here R & D or engineering

develops the concept into physical
form:
A pet bottle of 200 & 300ml
A diet version of Sosyo(less than 1
calorie)
Tastes like mint

AUGMENTED
PRODUCT

DELIVERY
AND CREDIT
Bulk
ACTUAL
Discount on
PRODUCT
Bulk
BRAND
Purchase
NAME
Minto CORE

BENEFIT
Quenching
QUALITY the Thirst
LEVEL
Superio refreshingl
yPACKAGING
r
Attractive
INSTALLATIO
Pet Bottle
N

THREE PRODUCT LEVEL

AFTER SALE
SERVICE
Continues
feedback
FEATURES
Mint Form
Diet
Version
DESIGN
Persuasiv
e
WARRANT
Y

A stage in which the product and

marketing programs are tested in more realistic
market settings like :
1. Distributing free samples of 90ml.
2. Targeting the group leaders .
3. Promoting the product with ads and banner
within the campus area.

Sponsoring events of the college like

Scintilla, International Conferences.

The product will be launched during first

week of April.

Where to launch the product?

- IBSA SEC-C

Endowing products and services

with the power of a brand.

Brand
Equity

Brand
Knowledg
eKnowledge

The differential effect that brand knowledge

has on consumer response to the marketing o

Brand Secondary
Brand
AssociationsPromise Sources of
Brand Knowledge
Associations Promise

THOUGHT
S
FEELINGS
IMAGES
EXPERIENCE
S
BELIEFS

9-21

Strong
Unique
Favorabl
e

The
marketer
s vision of
what
the brand
must be
and do for
Consumer
s.

Develop
Develop new
new brand
brand
elements
elements
Apply
Apply existing
existing brand
brand
elements
elements
Use
Use a
a combination
combination of
of
old
old and
and new
new

Brand name

USP

Minto

Mint Based Drink

Slogans
Minto Ho Saath to
ban Jaye Baat

Elements

Characters

Symbols

Logos

Brand Positioning
Map
The
Mor
e

More

The
same
Less

More
for
more

same
More for
same

Les
s
More
for less

The same
for less
Less
for
less

Brand Elements

Marketing Activities

Meaning Transference

Using the Brand Elements & leveraging Secondary

Associations to create higher Brand Equity
Creating SCHEMA by creating STRONG, FAVOURABLE AND
UNIQUE associations with the students
Increasing Brand salience and re-use by the differential
response to the brand
Extending the Brand Equity of Sosyo to the new Brand
creating a Brand Family.