SOSYO

ATC:
• CONSUMERBEHAVIOUR
• STP
• NEW PRODUCT DEVELOPMENT
• PRODUCT LIFE CYCLE
• BRANDING
CONSUMER BEHAVIOUR
CULTURAL FACTOR

analysis
Analysis of cultural factor
CONSUMER BEHAVIOUR
SOCIAL FACTOR

analysis
Analysis of social factor
CONSUMER BEHAVIOUR
PERSONAL FACTOR

analysis
Analysis of Personal factor
Analysis of personal factor
 CONSUMER BEHAVIOUR
PSYCHOLOGICAL FACTOR

analysis
Analysis of psychological factor
CONSUMER BEHAVIOUR
BEHAVIROL FACTOR

analysis
Analysis of cultural factor
• SEGMENTATION AND TARGETING
•
 Major Steps in Market Segmentation & Selection of Target Markets

#B
#A #C
R1
R2 #1
R1 R2 R3 #T
R4 R5 R6 R7
8 R9 R10 ….. …….. R49 R4 R6
#2
Individual
consumers Target
market
Heterogeneous
Group of
consumers Fairly homogeneous
market segments

Reference: The power of marketing, Zikumund/ d’ Amico

MARKET SEGMENTATION
 CONSUMER PROFILE AND MARKET SEGMENTATION

Consumer’s personnel factor and demographic market segmentation

•

Age & life cycle stage:

•

• Age: 20 - 26
• Gender ratio: (m:f) 2:1
• Stage in life cycle: bachelor stage
Occupation and economic situation:
•

• Work experience:
• Yes: 15
• No: 38
• Educational back ground:
• Commerce:24
• Science:24
• Arts:2
• Funding of education:
• Parents: 20%
• Loans: 75%
•
Segmenting on the basis of Consumer’s personnel factor and demographic market segmentation
 Consumer’s personnel and cultural factor and
psychographic market segmentation
CONSUMER’S PERSONNEL AND CULTURAL FACTOR

Life style & personality:

Life style:
•Hostel: 45
•Local: 9

Expenses: (avg)
Rs.7000-Rs.8000

Time spent at campus (avg) : 8-9 hrs

Personality:
•Sincerity: 10
•Excitement: 12
•Competence: 15
•Sophisticated:11
•Ruggedness: 9
•Social Class:
–Lower Middle Class:1
 Consumer’s personnel and cultural factor and
psychographic market segmentation
PSYCHOGRAPHIC MARKET SEGMENTATION

• Life style & personality:

• Life style:
• Achiever: 40%
• Striver:60%
• Expenses: (avg)
• Rs.7000-Rs.8000
• Time spent at campus (avg) : 8-9 hrs
•

• Personality:
• Compulsive: 10
• Gregarious:15
• Authoritarian: 23
• Ambitious: 45
•
•

• Social Class:
Segmenting on the basis of Consumer’s personnel and cultural factor and
psychographic market segmentation
 Consumer’s geographical factor and Geographic market segmentation

• CONSUMER’S GEOGRAPHICAL • GEOGRAPHIC MARKET

FACTOR: SEGMENTATION
– Geographic Region: • Geographic Region
• East: 18 – Nationality: Indian
• West: 20 • Climate:
• North: 12 – Hot And Humid
• South: 4 • City: Ahmedabad
•
•
egmenting on the basis of Consumer’s geographical factor and Geographic market segmentatio
 Consumer’s taste and preference factorand
behavioral market segmentation
TASTE AND PREFERENCE FACTOR
• Kind of drink preferred: • What to see before
– Soft drink:44 business student notice
before buying?(?/54)
– Hard drink:10
– Taste: 50
• Healthy drink:
– Price: 44
– Yes:40
– Brand: 30
– No: 14
• Average expense on drinks: – Quantity:45
drinks
(average) – Quality:40
• Rs. 125 per week – Influencing group:
• friends, family, ads,
• Climatic condition:
• hot and humid faculty, seniors, etc
–
–
 Consumer’s taste and preference factorand
behavioral market segmentation
BEHAVIORAL MARKET SEGMENTATION
•Benefits: •User:-
•Taste: 50 §regular-medium user
•Price: 44 •Loyalty:
•Brand: 30
•Quantity:45 §Medium
•Quality:40 •Attitude towards product:
•Occasions: §positive
•Regular: 30% •Readiness stage:
•Special:70% §high interest
Segmenting on the basis of Consumer’s taste and preference factorand
behavioral market segmentation
 TASTE - 40 BRAND- 3

MAAZA - 3
MIRINDA - 1

THUMS UP - 14 APPY - 1 SLICE - 5

SPRITE - 2
STRONGER DRINKS - 25
COKE 2
LIGHT DRINKS - 12
BRAND- 3 PEPSI- 9 HEALTH - 4

JUICES - 10
arket:
segmentation process and data analysis it was found that out of the total market
rket=54
arket =13% (8)
P
R
I
C
E
COKE MAZZA
PEPSI SLICE
SOSYO

TASTE
HEALTH
 Positioning Strategy
Price
More The Same Less

Be
More
ne
More for moreMore for the same More for less
fi
ts
The
Same
The same for less

Less
Less for much less
 POSITIONING STATEMENT

“ To young and enthusiastic soft drink consumers who have little

time for socializing, SOSYO energizes you and keeps you on your
toes. FREIENDS, FUN and SOSYO go hand in hand. So with SOSYO,
enjoy the most fun filled experiences of your life.”

“Low carbonated
fruit based
health drink”

“ JAB DOST HO SAATH MEIN , SOSYO HO HAATH MEIN ”

 Product Life Cycle for SOSYO

Targeted Market (IBS-A, sec C)

Sosyo can be considered to be in INTRODUCTORY Stage
 Introductory Stage For
SOSYO
CHARACTERISTICS INTRODCUTION STAGE
SALES Low sales because of being in
COSTS introductory
Cost stagein Marketing Research
will be high
PROFITS and R&Dwill be low
Revenue
CUSTOMERS Youth people who will go for trying new
COMPETITORS product
Few as compare to our product class in
this stage
 Strategy for Sosyo
• To position Sosyo as a Cider
drink among the targeted
market using the favorable
brand elements
• To expand the market share by
targeting other favorable
market segments
NEW PRODUCT DEVELOPMENT
PROCESS
 Idea Generation & Screening
Idea Comments (Screening)
Increasing the Company already has a deep product line
product
Increasing line
the(The (Lemee Dry soda,
Risk : company is Lemee
alreadyMisty, Lemee
struggling with
number
product of different orange,
class its Lemee
existing Ginlin, Kashmira soda)
products.
Product
items in aMix
product line Promoting Sosyo, using the right product
(A
(A broad
wide group
mix has ofa Competition:
portfolio, existing the
minimizing leadership
risk. brands
determines
products thediffer
that depth like Coke & Pepsi
high
of thediversity
product of
line) Delivering this product portfolio through
some
productwhat but provide an “Express food joint”
types)
similar benefits)
•
 Concept Testing
Analysing the existing product portfolio

Sosyo (problem child)

Low market share in a High growth ma

Solution:
A balanced product portfolio
 A Balanced Product Portfolio

Sosyo d ’ Café Sips n more…

Product Mix Width Product Mix Length

Beverages Soft drinks, Hot (tea, coffee),
Fast food Shakes, Juices, Butter
Burger, VadaPao, milk
Sandwich,
Snacks (carry away) Puff, Subs
Chips, wafers, Chocolates,
Toffee
 Business Analysis
• The business plan is likely to be approved because it
will establish a modern canteen inside campus.
• Less capital/investment required.
• Low marketing & advertising expenditures.
• Self service- low cost/less number of crews
• More than 50% students take lunch in the existing
mess
• Almost all students require refreshments during
class breaks throughout the day.
• Profitable customers base with high disposable
income/expenditure.
•
•

Sosyo d ’ Café Sips n more…

 Product(service)
Development
• No high end technology required
• Expected setup duration: One
week
• Contract based
• Profitable venture
• Low risk involved
• Low labor cost
•
Sosyo d ’ Café Sips n more…
 Market testing

• The new service setup at IBS-A will

be considered as market tester.
• Expansion Plans
ü Targeting other colleges
ü Targeting office/complex
ü Emerging as a “food chain joint” in Ahmedabad and
other cities

Sosyo d ’ Café Sips n more…

“Supply chain process in
Sosyo”

How SOSYO will Reach SUNSET-IBS-A ???????

“Process followed in supply
process”
THANK YOU