The Somaiya School

Academic Year 2023-2024

A Project Report
On
MARKETING
MANAGEMENT

Submitted By
Name: Riangsh Mondal
Grade: 12
Subject: Business Studies
Roll No. : 26
Seat No. :
 The Somaiya School
Certificate

This is to certify that Riangsh Mondal, student of standard XII

Commerce with SEAT number __________________, has
successfully completed the Business Studies Project Work, in
partial fulfillment of the curriculum of the Central Board of
Secondary Education leading to the award of All India Senior
School Certificate for the academic year 2023-2024.

Internal Examiner External Examiner

Date: Date:

Principal School Seal

Date:

Acknowledgement
During the process of preparation of the project I have got immense help from various
persons, without which it would not have been possible to achieve this goal.

First of all, I would like to place on record the efforts that our respected Principal has
made by granting permission on various fronts of conducting research and also by
providing materialistic support wherever needed.

I would like to thank Ms. Sushma Pandey who guided me in doing these projects. He /
She provided me with invaluable advice and helped tremendously in successful
completion of the project.

I am equally thankful to my parents for giving moral support and ideas to carve out
this project.

At last but not in least, I would like to thank everyone who helped and motivated me
to work on this project.

Table Of Contents
Sr. No. Title Page No. Sign
 MARKETING MANAGEMENT
Marketing management is a critical component of business strategy that involves planning,
executing, and overseeing activities aimed at promoting and selling products or services to
 customers. It encompasses various tasks such as market research, product development,
pricing, distribution, and advertising to meet customer needs and achieve organizational
goals. Effective marketing management involves analyzing market trends, understanding
consumer behavior, and adapting strategies to create value for both the company and its
target audience. It plays a pivotal role in driving business growth and building strong
customer relationships in today's competitive marketplace.

WHY I SELECTED FRUIT JUICE

The consumer preferences in India are shifting towards healthy, natural food products, and
the demand drinks is accelerating The people are turning more the one and of health fruit
juice of the the for non- carbonated. concious juice segment has become fastest and most
popular most rapidly growing business. time

In the face of increasing. competition, companies are redesigning the that they packages
they offer then" in at the life, convenience. offer then products. same time, safely. long shelf
and economic Lare also important considerations. viability

spart from this, India currently. produces about 50 million fruit tonnes of which makes India
a strong raw material base..
COMPETITORS
 MAAZA

ABOUT

Marza was has today introduced in 1970's become Maaza has today became to symbolise
the very spirit of mangoes Universally loved for its taste, color thickness and wholesome
properties. St Coca-Cola Coca-Cola and fruit is a drink brand. Initially, has launched Maaza.
in pineapple and orange variants but these variante were subsequently dropped. Coca
recently relaunched these again in the Indian Market. It has a distinct pulpy taste as Frooti
and tastes slightly sweeter than slice. Maaza claims. to than mango pulp of The Alphonso
variety which is known as “the King of mangoes” in India.

UNIQUE SELLING PROPOSITION

Marza contains mango pulp of the Alphonso variety

which is the "King of Mangoes “ known in India.

TAGLINE

"Taaza Mango, Maaza Mango. "

PROFIT MARGIN

1) Manufactures
5-10%
2) WHOLESALER
5-10%
3) Retailer
10-15%
SELLING PRICE

1) Wholesales

1.2 ltr Bottle- Rs 53

1.5 ltr Bottle- Rs 57

600 ml Bottle- Rs 31

2) Retailer

1.2 Ltr Battle- Rs 56

600ml Bottle- Rs 33

1.5 Ltr Bottle – Rs 61

3) Customers

1.2 Ltr Bottle- Rs 62

600ml Bottle- Rs 37

1.5 its Bottle- Rs 68

 TROPICANA

ABOUT
Tropicana originated in the United Slater of America St was founded in 1947 by
Anthony T. Rossi in Bradenton, Horida. The company Lis went public in 1969 and
listed New York Stock Exchange. on It was the first company to orange juice
Overseas Tropicana make was it leading in sell bottled 1985 1998 acquired by Pepsi
Co leading producer of fruit juices. The company a to branded also developed.
trademarked Cartoon mascot for brand called Tropic-Ana barefoot young girl
carrying oranges on her head and wearing clothing that resemble Hawaiiangirl.

UNIQUE SELLING PROPOSITION

Tropicana selects the best fruit and manufactures product with no added
preservative with no added Sugar and no artificial flavouring.

PROFIT MARGIN TO

1) Manufactures

5-10%

2) Wholesaler

5-10%

3) Retailer

10-15%
SELLING PRICE (1 LITRE PACKS)

1) Wholesaler

100% Orange – RS 90

100% Mixed Fruit-RS 90

100% Apple-RS 90

Guava – RS 82

Apple-RS 82

Litchi- RS 82

Mango – RS 82

100% Grape – RS 90

3) Retailer

100% Orange – RS 95

100% Mixed Fruit-RS 95

100% Apple-RS 95

Litchi-RS 87

Guava-RS 87

Manjo-RS 84

Apple-RS 87

100% Grape – RS 95

2) Consumer

200% Orange – RS 105, 100% Apple RS -105, 100% Mixed Fruit-RS 105, Litchi- RS
95, Guava-RS 95, Mango-RS 95 Apple- RS 95, 100% Grаре – RS 105
 REAL

ABOUT

Real is Food No. 1 flagship product of Dabur Foods launched in 1996 It is India’s
Superbrand The consumers voted it the most trusted fruit juice brand for four year
the Reader's India's as fruit juice bland. Real was also Digest Trusted awarded
brand gold Award 2009 in the food and beverages category. Mr. Amit the CEO took
Real because he wanted his customers to know that their juices were naturel with no
preservatives actual and healthy + fruit. and tasted like eating actual fruit.

UNIQUE SELLING PROPOSITION

Real is natural and healthy with no preservatives and tastes like eating real fruit.

TAGLINE

"My Real Fruit Powers."

PROFIT MARGIN

Manufacturer - 5-10%

Wholesalers - 5-10%

Retailer - 10-15%
SELLING PRICE-

1) Wholesalers-
Mixed Fruit- RS 80
Peach- RS 74
Orange-RS 85 Apple- 274
Mango-RS 85
Pineapple-RS 94
Cranberry-RS 90
Litchi- RS 85

2) Retailers-
Mixed Fruit- RS 85
Peach- RS 80
Orange-RS 90 Apple-RS 80
Mango-RS 90 Litchi-RS 90
Pineapple-RS 80
Cranberry-RS 95
3) Customers-
Mixed Fruit-RS 95
Orange- RS 99
Mango-RS 99
Peach-RS 92
Apple– RS 92
Litchi -RS 94
Pineapple-RS 92
Cranberry-RS 105
 MY PRODUCT:
DELISH

The name of my Product is "Delish”. Delish means appetizing and delicious I

choose this name because this reflects what my product is- Delicious

The name gives customers a direct hint about the taste of the fruit juice. And
the customers in India gives priority to taste above all. Apart from this it is
available in four flavours and this adds to its deliciousness.
 TAGLINE:

“Drink Fresh, Be Fresh!!!”

LABEL
Labelling means putting identification marks on the package. Label is the carrier of
information. It provides information like name of the product, name of manufacturer, expiry
and manufacturing date, contents of product. general instructions for use like- weight, price
etc.
 UNIQUE SELLING PROPOSITION

The Unique Selling Proposition of my product is:

"Made from Organic Fruits- only fruit, no added preservatives, no added sugars, no
artificial flavouring”

Our product is made only from organic fruits grown in fields with proper care and
hygiene, we want Our Customers to be healthy. Therefore, our fruit juices only fruit
juice with no added preservatives, no added sugars and no artificial flavouring.

FEATURES
Staying healthy stares. cat healthy starts with what and changes difference drink
over time And even can Small make a we big Our exotic flavours are filled with
wholesome vitamins and minerals goodness of found in fruit. Therefore, I would like
you the features of the fresh product:

1) Organic fruits- Our fruit juices. are fruits grown organic fruits organic made only
from in Delish Owned fields which guarantees it being it organic and is Healthy.

2) Fits in the Tiffin Box - The juices come in convenient packaging designed to fit
into tiffin box. A Healthy lunch box for kids.

3) A great source of Vitamin C- Vitamin C helps to keep skin and gums healthy. Its
boosts the immunity system. This is essential if you want to be at your best.

4. A source of Folic Acid- it helps to reduce tiredness and fatigue and also helps in
psycological functions.

5 Only Fruit Juice- Delish added contains Only fruit juice, no preservative, no added
sugar and no artificial flavouring.

6. Rich in Anti-oxidants- Delish is rich in Anti-oxidants and helps. to even raise

serum antioxidant capacity and offset the oxidative. users and inflammation normally
caused by high-fat and high sugar meals.
 RANGE

Our product is available in 4 varieties and 2 sizes-

Varieties-
1) Crispy Apple
2) Tangy Orange
3) Mango Mania
4) Nourishing Grape

Sizes-
1) 200ml
2) 1 Litre
 PERMISSIONS AND LICENCES
1) Food Process Order (FPO)

FPO Mark is a certification mark mandatory on all processed fruit products sold in
India such as packaged fruit beverages, fruit jams, crushes and squashes, pickles,
dehydrated fruit products extracts and fruit following the food safety and Standards
Act of 2006. It guarantees. that in the product was manufactured. a hygienic food
safe environment. 7

2) Value Added Tax (VAT)

Value Added Tax registration is done by applying to the local tax department, the
prescribed forms along specified fees and with necessary documents. on completion
of the formalities. A Tax Identified No. (TIN) is then granted.

3) 3 Industrial Entrepreneurs Memorandum

For setting up a unit manufacture of any substantial expansion in its manufacturing,
the entrepreneur has to submit “industrial Entrepreneurs Memorandum” in the
prescribed form in requisite number of copies along with a fee of Rs. 1000.

4) Trade Mark
Trade Mark clearance is required for not copying other brand's products.

5) Permanent Account Number (PAN)

The firm must have a Permanent Account Number. For this purpose, application
needs to be filed with the Tax Department in form 49A with the necessary
documents.
 PACKAGING
Packaging is the act of enclosing or protecting the product using a container to aid its
distribution, identification, storage, promotion, and usage. In simple terms, packaging
refers to designing and developing the wrapping material or container around a
product. The packaging of my product will be done as follow-

Primary Packaging-

A combination of layers of paper, plastic and aluminium.

→ Plastic layers - waterproof and light

→ Aluminium layer- protects from light, odor and oxygen

→ Paperboard- helps the bag to stand up and maintain Shape

→Tetra pack- 2 layer of paper enhanced - shelf life & prevents tamper-proof

Secondary Packaging-

secondary Packaging consists of a cardboard box that can contain 12 packs in it.

Transportation Packaging-
The cardboard box in secondary packaging would be put in a larger cardboard box
for transportation
 WAREHOUSING
Whatever is produced is not sold off immediately, Therefore every company needs
warehousing which refers to storing finished goods until they the sold in are market.

As fruit juices has A Shorter shelf life it needs to be preserved in refrigerated

warehouses. It should be protected from sunlight and heat. Warehousing will play a
very important role for preserving juices because we need our Customers to get
fresh juice. Warehousing becomes more important as the juice itself contains no
preservative.

CHANNEL OF DISTRIBUTION
Channel of Distribution refers to the people or middlemen who help in distributing the
goods. The following Channel will be used by Delish-

1) MANUFACTURER

2) WHOLESALER

3) RETAILERS

4) CUSTOMERS
 TRANSPORTATION
Transportation means physical movement of goods from place of production to THE
place where they are required.

An insulated truck will be used as method of transportation, as Insulation is required

because juice requires cool place. otherwise it can get spoiled. The distance will be
kept as short as possible short, as we can't bear the risk of spoilage of juice.

SELLING PRICE
Our selling price policy is very simple. As it is not according to variety but according
to size.
Following is selling price of-

1) Wholesalers

1 Liter pack – Rs 80
200 ml pack – Rs 16.5

4) Retailers

1 Liter pack- Rs 85
200 ml pack- Rs 18

3) Customers

1 Liter pack- Rs
 PROFIT MARGIN
The channel of distribution plays a very important role in distributing juices. So,
wholesalers, manufactures, and retailers deserves a profit margin. Following profit
margin will be provided by Delish-

Manufacturer
15-20%

Wholesalers
5-10%

Retailer
10-15%
 PROMOTION
Promotion is activities that are concerned with the activities that are undertaken to
communicate with customers and distribution channels to enhance the sales of the
firm.
Following ways Delish for Promotion-

1) Branding at primary locations in form of Hoarding

2) Event at schools and colleges will be organised to spread awareness about the
product.

3) Advertisements in newspapers on weekends.

4) Sponsoring a charity event

5) Endorsing a celebrity.

6) Advertisement on vehicles that will deliver Delish to retailers and wholesalers.

BIBLIOGRAPHY

1) BUSINESS STUDIES BOOK- XII

WEBSITES-
1) www.wikipedia.com
2) www.tropicana.com
3) www.daburreal.com