MARKETING MANAGEMENT OF A PRODUCT:

According to Philip Kotler, ‘Product is anything that can be

offered to someone to satisfy a need or a want’. The process of
marketing involves creating a market offering, to satisfy the
needs and wants of the potential buyers. The marketing mix
involves:
Product is the core of all marketing activities without a product,
marketing cannot take place. Product is the focal point. It is the
starting point of the planning and is also the end.
Price is the only element which generates revenue for an
organization. It is a key variable in a firms marketing plan.
Place is the channel or route through which goods and services
move from the point of production to the final user. The
product should be available at the right time and the right
place.
Promotion refers to inform, persuade and reminds the target
group of customers about the availability of the product, the
place where it is available and the price of the product.
PRODUCT CHOOSEN: Packed fruit juices
1. Why have I selected Fruit juices?
The consumer preference in India is shifting towards health,
natural food product and the demand for non-carbonated drink
is accelerated. People are turning more health conscious;
therefore the fruit juice segment has become one of the fastest
and most popular and most rapidly growing businesses of the
time.
2. What are the five competitive brands that exist in the
marketing?
 REAL
Real is a product of Dabur. It is India's No. 1 fruit juice brand. It
was voted by all consumers as the most trusted brand for four
years.

Réal offers the most diverse range of fruit

beverages, with 22 exciting variants. Réal undergoes 108
quality tests at various checkpoints for quality, fruit goodness,
taste, nutrition, and food safety. Real beverages contain no
artificial preservatives, colors, or flavors. Réal is packaged
aseptically in 6-layer Tetra Pack cartons. These packs are
tamper-proof, preserving fruit goodness and food safety while
providing the best-tasting fruit experience with every sip.
  B NATURAL JUICES
B Naturals is an Indian brand of fruit juices. It was originally
launched by Balan Naturals Food and acquired by ITC limited in
2014, which rebranded it in 2015. B Natural Fruit Juices are
made entirely of Indian fruit and include no concentrate. They
ensure that customers experience the fruits of these farmers'
hard work and dedication. This is why the development of B
Natural fruit beverages does not include a concentration stage,
which includes heating juice/pulp to eliminate water content,
potentially resulting in nutrient loss in the form of antioxidants
like Vitamin C.

 PAPER BOAT
Hector Beverages, based in Bengaluru, India, produces and
markets the Paper Boat brand of traditional Indian beverages
and delicacies. Paper Boat was launched by Hector Beverages in
August of 2013. Aam Panna, Jaljeera, and Aam Ras are among
the classic Indian drinks included in the package.
The company wants to keep traditional recipes alive while also
using innovation to make Indian drinks more accessible to a
wider audience. Paper Boat does not use artificial colorings or
preservatives in its products. Catamaran Ventures, Footprint
Ventures, and Sequoia Capital, among others, have invested in
the company.
 FROOTI
Frooti is the core product and one of the successful mango-
flavored drinks produced by Parle Agro. In 1985, the company
was launched its first mango-flavored drink in Tetra Pack
package. Progressively, with the availability of rectangular-
shaped packs and PET bottles, it has come a long way to make it
a grand success. Today, not only in India, but Frooti also
becomes the favorite mango-drink in Nepal too. 
The owner-founder of Parle Agro, Chauhan Family thinks to
provide the Indian people with such a soft drink which will reign
in the heart of all people despite kids and adults for
generations. It tries to improvise its outlook according to the
period but guaranteed to provide the same taste and quality
every time.
 MAAZA
It was introduced in 1970s, Maaza has become to symbolize the
very split of mangoes. Maaza was launched in 1976 in India and
was acquired by Coca-Cola in 1993 from Parle Bisleri along with
other brands such as Limca, Citra, Thums Up and Gold Spot.
Initially, Coca-Cola had also launched Maaza with orange and
pineapple fruit drinks in addition to their mango drink, but
these variants were subsequently dropped. Coca-Cola later re-
launched these variants in the Indian market. Maaza has a
distinct pulpy taste.
 3. What permission and license is required to make the
product?
 FOOD ORDER PROCESS:
The FPO mark is a certification mark mandatory on all
processed fruit products sold in India such as packaged fruit
beverages, fruit-jams, squashes, pickles, dehydrated fruit
products, and fruit extracts, following the Food Safety and
Standards Act of 2006.
 TRADEMARK:
A trademark is an easily recognizable symbol, phrase, or word
that denotes a specific product. It legally differentiates a
product or service from all others of its kind and recognizes the
source company's ownership of the brand.

 PERMANENT ACCOUNT NUMBER (PAN):

A firm must have permanent account number (PAN). It is a ten-
digit unique alphanumeric number issued by the Income Tax
Department. PAN is issued in the form of a laminated plastic
card
4. What are your competitor’s unique selling proposition?

Real fruit juice: fruit flavored, health drink

B naturals: purity of its juice offerings to the consumers.

Paper boat: having easy access to recipes which have

evolved over generations in a ready-to-eat format, with
absolutely no preservatives.

Maaza: Mango flavored soft drink

Frooti: the true taste of mangoes

5. Does your product have any range? Give details?

We have 8 exciting variants of flavors. These fresh flavors

have no added colors or preservatives in them. They include:

 Orange juice
 Sugarcane juice
 Guava juice
 Pomegranate juice
 Grape fruit juice
 Alphonso mango juice
 Mixed fruit
 Coconut water
 6. What is the name of your product?

The name of my product is FRUTIFY. This reflects the goodness

of so many fruits in the juice. This gives the ideas of the fruit
juice being fresh, appetizing and delicious.
I choose this name because FRUITIFY means to make fruitful or
productive. My product contains large amount foods and no
concentrated added.

7. Enlist its features?

 100% pure juice made from fresh fruits

 Made from real fruit pulp
 No concentrates added
 It is rich in antioxidants
 It is a great source of vitamin C
 Freshly squeezed
 Non-alcoholic ; non aerated
 Ready to serve fruit drink
 Created and customized only for you
 Now also available sugar-free juices
8. Draw the label of your product?
 9. Draw a logo for your product?

10. Draft a tagline?

The tagline of my product is FRUITS PLENTY, BODY WEALTHY.

It means that our product has plenty of fruits, no preservatives
or concentrated are added which means our product is made
with only natural ingredients which keeps us healthy and health
is wealth.

11. i) what is selling price of your competitor’s product?

(i) SELLING PRICE TO CONSUMERS:

Real fruit juice: 1-LITRE PACK ₹100

B Natural juice: 1-LITRE PACK ₹88
Paper boat juices: 1-LITRE PACK ₹110
Maaza: 1-LITRE PACK ₹120
Frooti: 1-LITRE PACK ₹60
(ii) SELLING PRICE TO RETAILERS:

Real fruit juices: ₹70/ per piece

B Natural juices: ₹65/ per piece
Paper boat juices: ₹75/ per piece
Maaza: ₹80/ per piece
Frooti: ₹45/ per piece

(iii) SELLING PRICE TO WHOLESALERS:

Real fruit juices: ₹440/ per cartoon

B Natural juices: ₹480/ per cartoon
Paper boat juices: ₹720/ per cartoon
Maaza: ₹750/ per cartoon
Frooti: ₹200/ per cartoon

11ii) what is the profit margin in percentage to?

 MANUFACTURES:
The profit margin earned by the manufacturers is about 15%-
20%
 WHOLESALERS:
The profit margin earned by the wholesaler is 11%
 RETAILERS:
The profit margin earned by the retailers is about 7%-10%
The profit margin mainly depends on the quantity of products
being sold. Sometimes the margin will be high while sometimes
it may be low.

12. How will your product be packed?

Our juices are not only packed to protect and preserve the juice
but also to attract the attention of customers. It will
communicate the type of fruit juice you intend to drink and will
persuade the consumer to purchase it.

Packaging must be able to express freshness and temptation,

convey health and power, and be creative and unique so that
consumers can appreciate what they’re taking the time to drink
up.

There are three levels of materials for package:

i. Primary product
ii. Secondary product
iii. Transportation product

PRIMARY PRODUCT:

Our juices are available in three types of containers: aluminum

cans, PET bottles, carton packages.
Metal have an excellent barrier property, the ability to block air
and light, extending the shelf life of beverages.
PET is the most widely used and most widely produced plastic
container. The PET bottle produced has a high level of
transparency and glossiness, making it an excellent substitute
for glass bottles.
Paper packages have the benefits of low cost, lightweight, easy
to transport and are also easily recyclable.

SECONDARY PACKAGING:

An additional layer of package is added for the product to stay

fresh, and maintain its taste when consumed by the consumer.

TRANSPORTATION PACKAGING:

Transportation packaging facilitates the protection, handling

and transportation of the products present in secondary
packaging in order to group everything into unit loads during
transit. Its main function is to protect the filled juice packages
from damages during transportation and handling.
13. Which channel of distribution are you going to use? Give
reason for your selection?

We have decided to use two level channel. It includes the

wholesaler and retailer.

Wholesaler buys and stores products in large quantities and

then supplies it to retailers in small quantities with small
financial resources
It is very convenient to distribute goods. This enables us to
cover large market as products are available at retail outlets.
Retailers make the product accessible to the consumers and
also help in promotion.

14. Decision relating to warehousing state reason?

As fruit juices have shorter shelf life it needs to be preserved in

refrigerated warehouse. It should be protected from heat and
sunlight.
The fruit juice products arrive from the primary
distribution centers to the warehouses in batches as pre-
packaged loads or on pallets by a transport system that is
refrigerated.

The materials are unloaded and are then moved to

the automated storage and retrieval system (ASRS). As per the
demand, they are shipped and distributed to the local
distribution centers or to the consumers.

15. What is going to be your selling price?

(i) SELLING PRICE TO CONSUMERS:

1-LITRE PACK ₹95
200ML PACK ₹20
(ii) SELLING PRICE TO RETAILERS:
1-LITRE PACK ₹85
200ML PACK ₹18
(iii) SELLING PRICE TO WHOLESALERS:
1-LITRE PACK ₹80
200ML PACK ₹18

16. List 5 ways of promoting your product?

Promotion refers to the set of activities that communicates a

product its brand its uses to a customer.
The main idea is to make people aware about the product and
attract and induce them to buy it over other products.

ADVERTISEMENT

Television Advertisement helps us to reach out to larger

audience at the same time increases the awareness of our
product and makes us stand out from the competition and also
attracts potential customers.

TELEMARKETING

Other than television advertisement, social media is a great

source of promotion. Find us on social media platforms like
Instagram, Facebook and Twitter and get to know more about
the product.
SALES PROMOTION:

It refers to encouraging the buyers to buy the product by giving

them some kind of discount or offers which they find worth it.
We give free samples were you can taste and the buy the
product. Special offers are made to attract the potential group
of customers.

CELEBRITY ENDORSEMENT:

Endorsement of brand by a highly influential person or a

celebrity talks about the brand name, product and its uses.

FLYERS IN MAGAZINES AND NEWSPAPERS:

Flyers and pamphlets are issued in the newspapers and

magazines to make the customers know about our product.

17. Any schemes for wholesalers, retailers, consumers?

(i) The wholesaler:

For Wholesales - If Wholesalers would purchase 500 packages
of juice, the first lucky Wholesaler would be given holiday trip.

(ii) The Retailers:

If retailers sell all the 1000 packages of juices at 2 % profit then
they will get Sony Bravia 22 inch LED TV

(iii)The consumers:
Out of the consumers who sends an SMS on the given number
in the label of the juice pack one lucky family would win a trip
to Singapore.

18. What is going to be your USP?

A unique selling proposition, more commonly referred to as a

USP, is the one thing that makes your business better than the
competition. It’s a specific benefit that makes your
business stand out when compared to other businesses in your
market.

Forming an opinionated and deliberate USP helps focus

your marketing strategy and influences messaging, branding,
copywriting, and other marketing decisions. At its core, a USP
should quickly answer a potential customer’s most immediate
question when they encounter your brand

OUR USP: “Just fruits, No added Flavors, No Colours”

19. What means of transport will you use and why?

Transportation means physical movement of products from the

point of production to the point of sale.

We will be using an insulated truck as the means of

transportation. An insulated truck is required because juices
needs a cool environment and have to protected from sunlight
or heat this could damage the product.
20. Draft a social message for your label?

 Marketing management employees tools and resources

from the society and believes in giving back to the society
 Our company believes in creating more and more
employment opportunities especially for the less
privileged section of the society.
 We believe in Reduce, reuse, and recycle, conserve water,
choose techniques that doesn’t harm our environment
and most importantly plant as more as possible trees.

21. What cost effective methods will you follow for your
product?

The cost-effective method is the one that benefits the product

with a lower cost. The cost-effective techniques which can be
followed Using raw materials & input that are low in cost.

 Using machines & labour in most effective manner such

that maximum output is produced.
 Optimum utilization of resources & inputs with minimum
wastage.

22. What cost effective techniques will you follow for your
promotion plan.

 Promotional techniques such as television ads should not

be done to save cost, and social networking sites should be
used to promote the product where promotion
 is inexpensive compared to television or billboard
advertising.

 Direct selling is a type of selling where the person can

directly contact the customers and make them understand
their products. They can support the objective of their
products directly.

CONCLUSION

It was an enriching experience to develop an own product and

follow the marketing strategies on basis of the 4Ps. I have the
understood that marketing is not selling or promoting a product
it is beyond that.

END