Subject:- Marketing Applications &

Practices
Topic:- FMCG Sector

Submitted To:- Prof. Ashwin Kher

Oriental Institute Of Management

 Group members
NAME ROLL NO

Dipti Bapardekar 9105

Aakanksha Bhandari 9106

Vidya Menon 9132

Deepa Shetty 9152

Gayatri Suryavanshi 9257

Komal Suthar 9158

Definition of F.M.C.G
FMCG Refers To Consumer Non
Durable Goods required For
Daily And Frequent Use.
Typically The Consumer Buys
These Goods Once Month.

Genres  FMCG Categories 
FOODS Genres & Categories 

Baby foods Cereals Instant Formulas

Biscuits & Bakery Glucose Biscuits Marie Biscuits
Salt and Sweet Biscuits Cream Biscuits
Digestive Biscuits Salt Biscuits
Cookies Wafers
Confectionery Chocolates Mouth Freshners
Candies Eclairs
Gums Mints
Dairy Products Butter Cheese
Drinks Aerated Drinks Mineral Water
Flavoured Milk Milk Based Drink
Juice Concentrates Juices
Squashes
Food Additives Baking Powder Custard
Hot Beverages Coffee Tea
Health drinks Milk Powder
Processed Foods Honey Sauces
Jams Pickles
Ready to Cook Instant Noodles Regular Noodles
Papads Regular Pasta
Snacks Chips Namkeen
Sweets
Contents


 Marketing strategy
 Company profile
 Marketing analysis
 SWOT analysis
 Situational analysis
 Marketing mix
 STP
 Manufacturing process
 Future plan
 Projected profit & loss
COMPANY PROFILE
 COMPANY NAME: Koko Lite Pvt Ltd
 FIRM: PARTNERSHIP FIRM
 ADDRESS: PLOT NO.33,
 Behind civil station compound,
 Palakkad -678001 ,Kerala.
 PARTNERS:
Dipti,Aakanksha,Vidya,Deepa,Gayatri,
Komal
 INDUSTRY: FMCG
 PRODUCT: Koko Lite - “one natural
experience”
 LAUNCH ON : 1st April,2010.

Market analysis
Despite the economic recession,
the Rs 86,000-crore Indian FMCG
industry is expected to register a
double digit value growth in the
last quarter of 2008-09.
There's no clear trend for margins
as different companies will post
different margins depending
upon the commodity prices
EMERGING BEVERAGE
TRENDS


The beverage industry is a shifting landscape as

volume leading categories such as soft drinks and
beer continue to experience share erosion while
functional and health & wellness oriented
categories enjoy double-digit volume growth:
 Soft Drinks               -3.9%
 Domestic Beer          -1.2%
 Energy Drinks          +53%
 Bottled Water           +25%
 RTD Tea                    +23%
 Sports Drinks           +19%


 SWOT ANALYSIS

STRENGHTS WEAKNESS

OPPORTUNITIES THREATS
Situational Analysis
Situational analysis means data
on sales, cost, the market,
competitors and the various
forces in the macro environment
Competitors
Panchranga group

The little export company

Fortune beverages pvt. Ltd.

Philoden exports pvt. Ltd.

Shreejal coconut water

 Marketing Mix
PRODUCT
Quality- Premium
Features- Fat Free, Promotes Weight

Loss, Raise metabolism

controls diabetes, treats kidney stones
Brand Name- Koko Lite

Packaging- Tetra Pack

Size- 200ml


Marketing Mix
Price
M.R.P Rs- 15/-
Cash Discount Allowed- 5%

Payment Period- 15 days


Marketing Mix
Promotion
Ads in Newspapers and Best Bus
Coconut Festival

Tie up with Gyms

Sponsor Sports Events in Schools &

Colleges
Free Samples

Tie up with Airways & Railway

Pantry Car
Tie up with ‘Dosa Plaza’
Marketing Mix
Place
Channels- Wholesalers, Retailers &
Agents
Coverage- Mumbai

Inventory- Cold Storage

Transport- Rail, Road & Water


STP
 Segmentation
 Geographic Region: Mumbai (near by areas like
pune,nasik, thane)
 City or Metro Size:
 Density- urban , suburban
 Demographic age – suits to all age groups
 Income- above Rs.10000
 Social class – social economic class a b middle class,
upper middle class
 Benefits – quality, economic
 User status – non user, ex- user, potential user, first
time user
 Usage rate – light user, medium user, heavy user
 Readiness stage – unaware, aware, informed,
interested, desirous, intending to buy
target
 Single segment concentration
The firm gains a strong
knowledge of the segment’s
needs
Achieves a strong a strong market
presence
If it captures segments
leadership, the firm can earn a
high return on its investment.
Positioning
Positioning by product attribute 2
min noodle and now they r
health product
Real juice, frooty
What specific benefit that product
offers
Its not fast
It needs times to get place in
minds of customer
Manufacturing process
 MAIN MOTTO – Distribution of coconut water to
the consumer in tetra packs without affecting
its natural properties.
 Micro filtration process
 The new technology is essentially a micro
filtration process; the water filters through a
medium, such as porcelain or a polyacrylic gel,
that retains all microorganisms and spores and
renders the permeate commercially sterile
 Nine-month old (approx) coconuts are harvested;
the water is extracted, inspected and then
passed through a coarse filter to remove solids
and particulates. The standard procedure is to
verify each opened nut prior to emptying it into
a stainless-steel pail.  

Tetra packaging machine
Future plans
Currently we are only operating in
Mumbai and its near by regions,
in future we will try to reach out
other metropolitan cities.
Tie up with PepsiCo to reach out
further parts of India through
their distributional channel.
 Thank You