PRODUCT LAUNCH & BRANDING

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By: HITESH KHUBNANI DOULATRAM MOTIYANI VENKATESH NAYAK

4/13/12

About vegGies
We provide authentic and healthy food products to health

conscious consumers and to achieve that, we use highest quality authentic ingredients in all of our products. For most of our products, we do not use added sugar, we do not use excessive fats or oils and we do not use chemical preservatives in manufacturing process.
This practice ensures authentic taste and makes our

products healthier. Vegi's products are manufactured and packed in the state of the art factories in strictest hygienic conditions. All Vegi's brand products are premium products and have maintained its standing as the premium brand in the USA in the Indian ethnic food products market since its introduction in 1996.
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OUR PRODUCTS
Frozen foods Ambient foods Chai latte

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Company diversification

?
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NEW PRODUCT
F reNZO
Give wings to your health

F F
Banana flavour

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BRAND ELEMENTS
TAG LINE:

Give wings to your health

MASCOT:

Super boy
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LOGO:

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PRODUCT MIX FreNZO

Product mix JUICE width BANANA PRODUCT MIX LENGTH APPLE WATER MELON ORANGE LEMON

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POP
HEALTHY DRINK REFRESHING DRINK FRESH FRUIT DRINK

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POD
ENRICH WITH PROTIENS AND

VITAMINS
SATISFIES THIRST DIFFERENT PACKAGING MORE QUANTITY .
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DIRECT COMPETITORS
Dabur Del monte Lotte Natural

value
Godrej xs Real safal
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INDIRECT COMPETITORS
Soft drinks Tea Coffee Hard drinks

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HOW WE DEVELOPED A PRODUCT

IDEA GENERATION EXTENSIVE MARKET RESEARCH NEED OF THE PRODUCT MARKET SIZE AND POTENTIAL. UNTAPPED MARKETS.

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TEST MARKETING
FIRST TWO MONTHS IN THE 10

METRO CITIES OF THE COUNTRY .

TAPPING THE MAJOR CITIES AFTER

THAT.

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STPD
SEGMENTATION:
Geographic:

10 metro cities in the introduction stage.

Demographic:

Age 4 onwards.
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TARGETTING
SCHOOL GOING, COLLEGE GOING, OFFICE GOING, ATHLETES SPORTY PEOPLE.

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Positioning
POSITIONING STRATEGY WILL BE A

COMPLETE FRUIT DRINK.

SUGAR FREE DRINK. SUPER BOY . PACKAGING. NATURAL TASTE

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DISTRIBUTION
F reNZO
WHOLE SALER

CFA

retail er

CONSUME 4/13/12

SWOT ANALYSIS

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STRENGHTS
A diversification of wel-known brand. Variety of products Sugar free juice. Quantity Quality INNOVATIVE Packaging. SUPER BOY
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WEAKNESS
A new entrant Cannot forecast the consumer

behaviour.
Sugar free. May not be available in the remote

areas of the cities in initial stages.

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OPPORTUNITIES
Wide markets Untapped markets No monopoly A few players

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THREATS
Big players like parle agro and

tropicana
Ever changing consumer needs. Aggressive marketing strategies can

be adopted by these players to threat us.

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BRAND EQUITY
Brand knowledge:
SUGAR FREE Healthy fruit drink

F F

reNZO
Variety

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BRAND IDENTITY
F F

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Brand personality
F

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PERCEPTUAL MAPPING

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WHY IT IS A SUCCESSFUL PRODUCT LAUNCH?

Price value equation Differenti ation uniquene ss Distributi on reach

Fit with internal OBJECTIV ES Consume r sensitivit y

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The successful product launch

WHY it can be a failure

New product may not be adopted by

the people
Poor timing of launching. Poor Market research.

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