Report On Sosyo

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.

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The Never

HIGH COST PER CUSTOMER

CUSTOMER ARE INNOVATIVE

FEW BUT BIG COMPETITORS

Sosyo has been discarded

Positioning can be done

We have identified the

The new product will

Steps In New Product Development

develop a new drink that doesnt taste

Who doesnt prefer= 2

develop a new drink that doesnt

a new drink that can match

Here R & D or engineering

THREE PRODUCT LEVEL

A stage in which the product and

Sponsoring events of the college like

The product will be launched during first

Where to launch the product?

Endowing products and services

The differential effect that brand knowledge

Mint Based Drink

Using the Brand Elements & leveraging Secondary

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