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TERM PAPER ON

KNORR SOFT
DRINKS

SUBMITTED TO:

MR. MANISH RAJPUT

SUBMITTED BY:

JAGPRIT KAUR

A13
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TIME WORK TITLE :- MARKETING MANAGEMENT TERM PAPER ON

KNORR SOFT DRINK.

COURCE CODE:- MGT.514.

COURSE INSTRUCTOR:- MR. MANISH RAJPUT

DATE OF ALLOTMENT:-

DATE OF SUBMOSSION:- 12 DECEMBER 2009.

STUDENT ROLL NO. :- A13.

SECTION NO. :- 1901.

Evaluators comments:

Marks obtained :- out of:-

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DECLARATION

I declare that this term paper is my individual

Work.
I have not copied it from any other student’s work or
from any other source except where due
acknowledgement is made explicitly in the text, nor any
part been written for me by another person.

Student’ signature:-

\
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ACKNOWLEDGEMENT

First of all I would like to take this opportunity to thank the Lovely

School of Management for having this TERM PAPER as a part of our

curriculum.

The term paper on ‘KNORR SOFT DRINK’ prepared by me could

not have been completed without the moral support of our

‘LECTURER Mr Manish Rajput’. A Special Thanks to her for guiding

our efforts to perfection.

Next, I would like to express my sincere ineptness to WIKIPEDIA.org

,and Google for providing us with all the necessary information for

completion of this term paper.

Finally, I would like to thank all my family and friends for their

encouragement, support and good wishes

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CONTENTS

TOPIC PAGE NO.

NTRODUCTION OF COMPANY 6

INTRODUCTION OF KNORR COOL 8

MARKET OBJECT 9

SWOT 10

MARKET STRATEGY 13

PRICE STARTEGY 13

PRODUCT STRATEGY 15

PROMOTION STRATEGY 17

PLACE STRATEGY 28

IMPLEMANTATION OF 29

REFERANCES 31
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KNORR

WE WANT PEOPLE TO ENJOY GOOD FOOD ANY DAY, ANY

TIME

KNORR believes that good food matters because it adds untold pleasure to our lives and
everyday meals can be just as magical as occasions. Food is not just fuel, it really is the glue of

life . The convictions lies at the heart of KNORR success it is unilever’s number one brand.

PASSION FOR FLAVOUR

A passion for good food goes right back to KNORR’S earliest days. The business was formed in
1838, when founder CARL HEINRICH KNORR pioneered experiments in drying seasonings and
vegetables to preserve their flavours and nutritional value. Since then KNORR has become on
international brand offering a wide range soups, sauce, snaks and frozen meals.
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KNOR COOL
DROP OF
FRESHNESS
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KNORR COOL

DROP OF
FRESHNESS

After a grand success of KNORR soups now we are entering into the market of soft drinks to
target the summer seasons because during summer demand for hot soupe decreases to make our
customers feel fresh during summer we are providing large variety of soft drinks they are as
following:-

• Carbonates

• Fruit / vegitable juice

• Bottle water

• Funtional drink

 Energy drink

 Sports drink
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 Smoothies(milk made)

MARKETING OBJECTIVE

Our product is unseen in the market to make promotion following are our objectives.

 Creat strong customer awareness for our product through 4P’s.

 Become the market leader in funtional drinks segment through sizeable market
share.

 Re-affraim the company title of market leader in product innovation and

successful product launch.

These are our major objective to l;aunch KNORR COOL in the market through we try to get
good market share for our different range of products which are available in the market and
target the market in summers also.

To achive these objectives we are providing effective market plan to launch our product
KNORR COOL sucessfully in the market.
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SWOT ANALYSIS OF OUR COMPANY

Following are the swot analysis of our product KNORR COOL

STRENGTH

• Brand name.

• Effective presence in new market.

• Result of operations.

• Strong distributing channels.

WEAKNESS

• Limited area.

• New market.

• Relying on the brand extension.

OPPURTUNITY

• New product introduction.

• Brand is attractive to global partner.

• Demand for soft drrink is increasing due to increse in temperature .

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THREAT

All the above companies are strong competetors in soft drinks they are having large number
of market shares with them. These are our major threat.

• Government policies.

• New entrance with good technology.

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All the above points shows our sthrength, weakness, oppurtunity and threat according to
this analysis we have prepared strong market plan to introduce our product in the market
and to attain growth.
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MARKETING
STRETEGIES
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MARKET STRATEGIES

Here we are presenting the market stretegies for our product KNORR COOL to make its
launch successful and to fulfill our main objectives .

1. PRICE STRETEGIES

 Price stretegies should be consider following 3 aspects:-

• Consumer demand.

• The product life cycle.

• Potential substitute.

Price of our product are as followes:-

Half leter bottle:- Rs 25.

One and half leter bottle:- Rs 54.

a) CONSUMER DEMAND:

 Driven by the taste and income.

 Availability of similar product.

 The higher the price , the higher the value.

 Customer unwilling to pay premium price.

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b)THE PRODUCT LIFE CYCLE:-

 The newer the product the higher the price.

 High profit margin.

 Recover development cost queckly.

 Gives certain prestege to the product.

c)POTENTIAL SUBSTITUTES:-
 Competetors attracts by higher profit margin.

 Different competetors.

 Unique for now.

 Easy to imitate.
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2)PRODUCT STRETEGIES

Following are product stretegies with this we can attract our customers by making our
product more effective than others.

a)VARIETY:- We are providing a varities of soft drink to target various

age group people they are:-

 Cool drinks- youth customer.

 Health drink- for sports peiple and middle age people.

 Fruit juice- for childrens.

 Smoothies-for whole family.

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b)PACKAGING:- We are targeting different age group people for them pakeging
with different styles.

 Cool drinks- having pictures of film stars.

 Health drinks-Pictures of sportr stars.

 Fruit juice-pictures of caroon charechters.

 Smoothies- Picture of odinary people.

 Water bottle- No picture just brand name.

c)FRESHNESS:- To make our product more fresh we are making our distribution more
effective and fast.

 Good transport facility.

 Providing fridges to retailers.

 Direct selling to consumers.

d)VRIETY IN SIZE:- We are providing various size of our product to make it easy to
carry.Size are- 1 ltr bottle, 1 and half ltr bottle, cans,small packets.

All the above showes our product stretegies to make our product more effective . Product
stretegies are very useful to attract our customers towards our product and it make our product
different from others.
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3) PROMOTION STRETEGIES

For any business organization promotion strategy is the most important part especially for
beverage products which have more competitors as we are presenting a soft drink in the market it
is important to create awareness among the people because in market more substitutes are
available.

OBJECTIVES :-

• Initiate strong awareness.

• Win market share.

• Create excitement among youth for functional drinks.

MASSAGE:- We are providing healthy drink that make you and

your family fit and your kids happy and energetic for youth.
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TARGET MARKET:-

• Youth generation.

• Kids.

• Family.

Here problem is that only youth uses the more than one media at a time .Solution for this that use
a great variety of target promotion tools.

MEDIA SELECTION

Our main aim is to make people aware about our product because product without promotion is
life without food as we know there are number of similar product in the market to make people
aware about our product promotion is a tool. There are number of media through which we can
create awareness in among the consumers. They are as follows:-

• Television.

• Radio.

• Magazines.

• Internet.

• Outdoor.
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• Personal selling.

• Public relation.

• Publicity.

All the above different types of media we are using to create awareness among people about our

soft drink in the market.

1)TELEVISION

Television is very effective media to create promotion because most of people use this media .

• Communication with sight, sound become effective.

• This is only media that is used by 99% of the homes.

• We have the budget to cover high cost

• Select channel for teenager and young adults.

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Following are few channel through which we are going to create promotion by
mean of advertisement.

2)RADIO

Radio is also very good way of media most of the young and old people used to listen radios
most of youth listen radio through mobile by travelling.

Average student and old age people are heavy interested in listening radios.

Following are some of radio channels through which we create promotion they are as
following:-
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3)MAGZINES

Now a days magazines has become a very popular and specialized among people .

Good color production create strong image of a product each magazines reader often represents
a unique profile.

Following are some magazines which we are using to create advertisement of our KNORR
COOL .
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4) INTERNET

Today every young uses the internet this is become very popular among youth people search for
good product and able to see features of a product written , audio, video mode.

Our official website is www.knorrcool.com with this they can know our features of product and
our brand name their profile.
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5)OUTDOOR

Low cost and flexible alternative, campus, buses, rail and metro, tourist places are, shopping
malls, super market, departmental stores banners on building etc are we using to create
advertisement for our product knorr cool .
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CONSUMER ORIENTATION

Consumer orientation is done by keeping in view of consumers because consumer satisfaction is

the must for any organization by this strategy we can make our product more popular in the
consumer and create excitement among them.

CONTESTS:- This is one of the criteria through which we can create high level of
excitement among youth generation. “win another knorr cool flavor secret code under the cap
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of bottle log on the web site and play a game by registering with that password. This create more
involvement of youth , it leads to increase the purchases of the product by this they attract more
towards our product.

SAMPLE:- To avoid product resistance , low risk for consumer since they get it for free.
Through this they can know more about our product they will demand for our product we will
provide information about other flavors also to them.

POINT OF PURCHASE:- In supermarket to reach the parents of generation.

FREE OFFERING WITH KNORR SOUP:- We will provide free offering with the
knorr soups to our loyal customers and make advertisement on packets of our knorr soup to make
people aware of our product this will lead to more interest of customer towards our product.

POINT PLACEMENT:- We will make advertisement in the famous TV shows with their
famous TV stars to make people more excited towards our product. This will create more
awareness in the consumers mind.

All the above points shows how can we create promotion according to our consumers
perception because this is very important for any product that their consumer should be aware of
the product to become more popular.
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TRADE ORIENTATION

Trade orientation is to create promotion in the mind of wholesalers, distributors , retailers

because these people are very important for any organization without their help we cant make
availability of our product in the market so make them aware first and then consumer to make
them aware following are some points showing how can we make aware our distribution
channel.
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ALLOWANCE AND DISCOUNT:-Through allowance and discount scheme we can

encourage more our retailers, distributor, whole seller to buy more of our product knorr cool to
get a certain amount for free.

COOPERATIVE ADVERTISEMENT:-Encourage retailers to buy more of our

product knorr cool so that we can able to maintain high level of advertisement among them.

ADVERTISING:- We will advertise our product more during the summer seasoned at that
time people demand more for soft drinks to make them fresh we will provide free sample during
hot weather .If we will do so people will become aware of our product in the market and they
will get information about the features this is a essential part of marketing to make people aware
of good features of product to make them loyal customer.

INTERMEDIARY:-

PUSH STRETEGY:-In order to gain retailer’s cooperation in ordering and

stocking our product knorr cool through personal selling.

PERSONAL SELLING:- This will help to increase promotion through personal contact

with customer more effective in market.

ULTIMATE CONSUMER:-

PULL STRETEGY:- In order to direct our promotional mix at ultimate

consumer in order to encourage them ask retailers for our product knorr cool.
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MASS MEDIA:- This will help to create more promotion and create awareness in a wide
range of area this is also effective tool.

All the above points show how we can make aware our distribution channel to supply more our
product in the market.

4) PLACE STRETEGY

Place strategy is also one of the important strategy through which we create availability in the
market following are the places where we are going to create availability for our product knorr
cool.

• Supermarket.

• Convenience stores.
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• Independent food stores.

• Discount stores.

• Multiple grocers.

• Vending machines.

• Direct selling.

• College and office canteens.

• Food parlors.

• Small retailers.

All the above are the different places where we are going to create availability for our product so
people can get information about our product.

IMPLEMENTATION PLAN
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We have created all the plans regarding how we are going to make promotion for our product
knorr cool in the market now we are showing how we are going to implement that marketing
plan so we will get success following are three stages showing implementation plan before, then
and after the launch plan for our product knorr cool.

PRE LAUNCH PREPERATIONS:-This shows pre implementation plan for our

product.

• Focus on arranging resources.

• Focus on production.

LAUNCH:- This shows implementation plan at the time of launch of our product.

• March 1 is knorr cool freshly on the shelves.

POST LAUNCH (MONITOR AND CONTROL):-

• Advertising campaign through promotion schedule.

This shows what we are going to do after the launch of product in the market.

• Access feedback from sales, revenue and consumers.

• Maintain positive and dynamic environment by training managers and staff by

web
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STEP BY STEP IMPLEMENTATION PLAN

• Advertisement campaign.

• Create awareness of the brand.

• Reach target marketing.

• Develop mass communication.

• Enhance distribution.

• Charismatic and ethical sponsorships.

• Suggest excitement for brand.

• Maintain communication with media.

All the above are our plan schedule and planed way through which we are going to launch our
product knorr cool in the market.
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REFERANCES

http://samueljscott.wordpress.com/2007/08/23/coca-colas-
new-marketing-strategy/

http://www.slideshare.net/eonemo/marketing-plan-205380

http://www.naturalnews.com/003914_Coca-
Cola_soft_drink_companies_food.html

http://knowledge.wharton.upenn.edu/article.cfm?
articleid=2329

http://www.cheathouse.com/essay/essay_view.php?
p_essay_id=55159
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http://www.va-
interactive.com/inbusiness/editorial/sales/ibt/market_analysi
s.html