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Marketing ManagementMarketing Management

Product Design

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 THE NEW PRODUCT  THE NEW PRODUCT 

y PackagedoCold coffee

oHerbal cold coffee

oMint cold coffee

y Name of the Product : Brauner 

y Herbal cold coffee:

The latest evolution is herbal coffee that is

the closest approximation to real coffeeCaffeine-free Herbal Coffee is a deliciousblend of herbs, grains, fruits and nuts thatare roasted and ground to brew and taste

 just like coffee.

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 WHY ??? WHY ???

y Cold coffee as a product has emerged as anew market.

y Packaged cold coffee as a product has no

competition in the Hinjewadi areay The area of Hinjewadi is more of youth

oriented. With a lot many college goingstudents and the young IT crowd.

y Herbal coffee focuses on the health concept.Which is becoming a fad among the youthsof today

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Customer Value HierarchyCustomer Value Hierarchy

Potential Product

Augmented Product

Expected Product

Basic Product

Core Product

Refreshment

Cold

Coffee

Taste and

Handling

Health

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PRODUCT DESIGN ANDPRODUCT DESIGN AND

DEVELOPMENT DEVELOPMENT 

y Product Design to develop prototypesbased on market research

y System Design to build marketing

strategiesy Monitoring and Evaluation to implement

client satisfaction tools, productadjustments, product impact and identifynew needs and markets.

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PRICINGPRICING

Brauner price Competitor ¶sproduct

Competitor·s price

Cold coffee

200 ml sipper pack 

500 ml Tetra pack 

Rs 10 ² 

Rs 24-

Cold coffee

200 ml take away

bottles

Rs 15-

Mint flavored coffee

200 ml sipper pack Rs 12-

None

---

Herbal cold coffee

200 ml sipper pack Rs 15-

None

---

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Targeting:Targeting:

Product: The cold coffee market.Product: The cold coffee market.

Market : The urban youth of Market : The urban youth of HinjewadiHinjewadi market.market.

Single

SegmentConcentration

Product

Specialization

P1

P3

Packaged

Cold Coffee

Packaged

Cold Coffee

P1

P3

M1 M3M2

M3M2M1

Present

Future

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Positioning:

As a refreshing, tasty and a healthy market

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PROMOTION:PROMOTION:

Advertisements:Through local media channels and local news paper( sakaal,pune times).

To promote it as a health, tasty and refreshing cost effective

brand through advertisements we will mainly be focusing onthe back drop of the advertisements highliting the abovecharacteristics if the brand

Shelf space:

We will make sure that proper shelf space is given to the

product in the retail outlets and make sure that properposters focusing on the above aspects are there on the back drop.

Promotional Packages: In the beginning we will be givingfree 200ml packages with our flavored milk tetra packs.

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BRANDINGBRANDING

y Naming: Individual Name: The product will be launched in the market with

the name of brauner .

Objective : As this is a product targeting mainly the youth name

like ³Dhruv´ will sound too conventional. Thus the name ³Brauner´will be more appealing to the youth.

y Packaging : We will be mainly focusing on the the form in which the product

will be marketed. We will marketing our product in 200 ml sipper 

packages that will be attractive and easy to handle packages.

The tetra pack will also be launched in attractive packages in500ml package.

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 MARKETING CHANNEL  MARKETING CHANNEL 

y Already a strong established distributionchannel in the market

y Targeting all the retail and food outlets in

the markety Targeting all the college canteens located in

and around the area

y Targeting all the canteens in the various IT

industry and different officesy The distributors will be given discounts on

the quota of their sale

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PORTER FIVE FORCESPORTER FIVE FORCES

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SWOT ANALYSISSWOT ANALYSISSTRENGTHS : NEW PRODUCT ( Herbal and

flavored)

Very cost effective

Right place- the target people are

in close vicinity

Herbal coffee carries high healthbenefits

Product variety

Attractive and convenient

packaging

OPPORUNITIES: Completely new and unexplored

market

Amul kool coffee the only

competitor does not have a very

strong reach

WEAKNESS Brand not known for cold coffee

Completely new flavors ( mint and

herbal) a very new concept.Can take

time for acceptance

THREATSThe product is easily imitable

Strong competition in the future can

be expected

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 THANK YOU.