Business studies project work

 Introduction of the Project.

 Marketing management.
 Marketing mix
o Product, place, price, promotion.
 Why I have selected this project
o Soft Drinks
 Permission and licencing
 Competitors of our product
 Our brand
o Brand, brand name, brand logo, Tagline
 Features of our product
 Our product’s USP
 Different ranges of our products
 Pricing of our product
 Packaging of our product
 Storage of our product
 Distribution of our product.
 Labelling of our product
 Promotion of our product
 Social message
 Conclusion
 Bibliography

Introduction of the project.

In today’s competitive market, effective marketing is essential for the success of any product. This
project examines the role of marketing, focusing specifically on the soft drinks industry. This industry
is characterized by intense competition, quickly changing consumer preferences, and a constant
need for innovation

The main goal of this project is to explore and understand the marketing strategies used in the soft
drinks market.

Through this project, we aim to gain a better understanding of how marketing works and why it is
important for the success of products in a dynamic market. The insights gained from this study will
not only help us understand the soft drinks industry better but also provide valuable lessons for
other sectors.

Marketing Management
Marketing management refers to planning, organising, staffing, directing and controlling activities
which facilities exchange of goods and services between products and consumers or users of
products and services. Thus, the focus of marketing management is on achieving desired exchange
outcomes with the target markets.

Marketing management is not only concerned with creating demand but with managing the demand
effectively, as per the situation in the market.

Marketing management involves the following:

1. Choosing a target market.

2. Create demand for the product.
3. Create superior values

Marketing mix
Marketing mix refers to a set of marketing tools that a firm uses to pursue its marketing objectives in
a target market.

There are various elements, but the concept of ‘4P’ popularised by the great MC Cartany are
universally accepted. This four elements are used by the management department of a firm, while
formulating marketing plans.

Elements of marketing mix:

1. Product
2. Price
3. Promotion
4. Place

• Product
Products encompass the goods and services offered by a company. In essence, a product represents
a set of benefits provided to a customer in exchange for payment. For instance, items such as
burgers and perfumes are considered products; purchasing a perfume means buying a pleasant
fragrance that helps us smell good and feel refreshed.

Moreover, a product can also be a service, including air travel, culinary services, or
telecommunications. Therefore, products can be classified as either tangible or intangible.

• Price
Determining the price of a product stands as a crucial element within the marketing mix. This aspect
reflects the actual amount consumers are expected to pay. Thus, any alterations, even minor ones,
to the price can wield significant influence over the product’s market demand.

Several considerations come into play when establishing a product’s price. These include factors
such as distribution channels, retail and list pricing, discounts, promotions, competitor pricing, and
geographical location.
 • Promotion
It serves as a form of marketing communication aimed at promoting the product and showcasing its
attributes. This component holds significant importance and tends to be the most expensive within
the marketing mix, given its role in grabbing customers’ attention and convincing them to make a
purchase.

To promote their products and engage with the public or their specific target audience, companies
often employ diverse promotion strategies. These strategies encompass methods like direct
marketing, personal branding, email campaigns, sales promotions, public relations, advertising, and
other promotional avenues.

• Place
The distribution strategy outlines how products will be delivered or provided to customers,
emphasizing accessibility for the target audience. In today’s customer-centric market, prioritizing
convenience is paramount. Thus, it’s essential for companies to ensure that products are brought
directly to customers rather than expecting them to seek out the products. Therefore, selecting a
location where the majority of consumers are located becomes crucial for effective distribution
planning.

Why I have selected this Product ?

Soft Drink

The intense heat waves have been a significant factor behind our decision to centre our marketing
management project on soft drinks. During scorching weather, there’s a noticeable uptick in the
demand for refreshing beverages like soft drinks, making it a critical time for companies in this
industry. By delving into how soft drink brands harness these weather patterns through strategic
marketing initiatives, our goal is to uncover insights into consumer behaviour, product positioning,
and promotional tactics. The soaring temperatures not only amplify the necessity for cooling
beverages but also present opportunities for innovative marketing strategies tailored to meet
consumers’ thirst-quenching needs amidst hot weather conditions. Through this project, we aim to
comprehend how companies leverage scorching weather to boost sales and elevate brand presence
within a competitive market landscape.

Permission and licensing

FSSAI

Our product is FSSAI recognised and certified. Our product cannot be copied by any other
competitor. FSSAI enumerates the licensing conditions for the food business operators whether for
soft drinks or any other food items, there are licensing rules and regulations under the FSSAI act of
2006.

PATENT REGISTRATION
Our product’s recipe has been patented and we also follow the policy of not revealing the recipe to
anyone. A patent is a right granted by the government, these are typically granted for new
inventions, new products and new processes A patent holder may exclude others from using,
making, or selling an invention for a limited time. As long as the applicant pays the applicable
maintenance fees, the exclusive right for utility and plant patents lasts for a term of 20 years from
the application date.

Our Competitors

• Limca
Limca is an Indian multinational brand of lemon- and lime-flavoured carbonated soft drink made
primarily in India and certain parts of the U.S. It contains 60 calories per 150ml can. The formula
does not include fruit, relying instead on artificial flavours.

The ‘veri veri lime & lemoni’ drink was first introduced by business tycoon Ramesh Chauhan of Parle
Bisleri who approached Duke’s Lemonade. He requested them for the recipe of their lemon drink
promising not to recreate it but was promptly turned down.Chauhan went on to make his own
formula and introduced his version of the lime drink as Limca. Thus Limca took birth in the factories
in 1977.

As we can see in the label, it is not specified which artificial

lemon flavour they use, it can be very dangerous, we don’t know
it. It also contains carbonated water when consumed for a longer
period can cause gastric problem and acidity also. Sodium
benzoate, a preservative added in limca is known to enhance
cancer cell growth when mixed with Vitamen-C. A normal bottle
of limca does contain about 80GM of sugar which can lead to
adverse side effects

USP- Limca is all about freshness, the right replenishment and

hydration, and the philosophy that cheers you to go on

Tagline- pyaas badhao

• Sprite
Sprite is a clear, lemon-lime flavored soft drink created by the Coca-Cola Company. Sprite comes in
multiple flavors, including cranberry, cherry, grape, lemon, orange, tropical, ginger, and vanilla. Ice,
peach, Berryclear remix, and newer versions of the drinks are artificially sweetened.

Sprite was originally developed in West Germany in 1959. The drink started life as part of the Fanta
line with the name Clear Lemon Fanta. Thirty nine years later the drink would be introduced to the
Indian market with its new name: Sprite
High fructose corn syrup can adversely increase your sugar levels, really bad for daily usage.

USP- Unique lemon flavour

Tagline- sprite pyas bhujhaye, baki sab bakwas

• 7UP
7 Up or Seven Up is an American brand of lemon-lime–flavored non-caffeinated soft drink. The brand
and formula are owned by Keurig Dr Pepper, although the beverage is internationally distributed by
PepsiCo.

7 Up was created by Charles Leiper Grigg, who launched his St. Louis–based company The Howdy
Corporation in 1920. Grigg came up with the formula for a lemon-lime soft drink in 1929.

140 calories, 45 milligrams of sodium, and 38 milligrams of sugar, a

serving of 7Up can prove to be really unhealthy for your waistline can
cause chronic health issues, from obesity to diabetes, high blood
pressure, high cholesterol, and heart diseases. 80 grams of sugar per
litre of 7up.

• Arora LEMON
Arora Lemon Juice isn't just a beverage; it's a versatile ingredient that can elevate the taste of both
sweet and savory dishes. Cheenibhai and his
four brothers are all engaged in the banta
business more than a hundred years ago
which was starts by their grandfather. Our
masala makes us stand out from the other
bantwal,” says Cheeni His son, Prince. “My
mother prepares it at home with 12
ingredients.” The recipe has jeera and kala
namak, which help soothe the inflammation
or acidity.
A small bottle of arora lemon does contain 10 grams of sugar, that is equivalent to 6 teaspoons of
sugar in a 100 ml drink. Too much consumption of sugar should be avoided. It also contains
carbonated water when consumed for a longer period can cause gastric problem and acidity also

USP- Cheap and flavourful

Tagline- Taste the zest, feel the refresh!

Resembles the taste of Kanche Wali Bottle #banta

• Campa Lemon
Campa is a soft drink brand in India. It was a market leader in the Indian soft drink market in the
1970s and 1980s in most regions of India until the advent of the foreign players Pepsi and Coca-Cola
after the liberalisation policy of the P. V. Narasimha Rao government in 1991.

As we can see that in the label it is clearly shown that in

a serving of 75ml of Campa lemon, it is sugar for more
than 45% of the drink and the sodium levels are also
above the limit. They also add preservatives which were
previously found to be cancerous and were banned.
Even after not complying to the rules, the whole brand
was forced to shut down in 2006, but they still capture a
wide market.

Our Brand
Brand name: Zesty Delight
Brand logo
Brand tagline: The zestier, the tastier !!

Features of our product

 • Smooth texture of the drink
• Real fruit used in our drinks
• Organically grown lemons in company’s own lemon farms
• Its attractive packing makes the customers tempted towards buying it.
• Healthy drinks
• Available in Different packaging, sizes and prices, making it affordable for everyone.
•

USP of our product.

USP- Ayurvedic Approach

Our inspiration come from the scriptures, we try to add as many natural things as possible which
have a lot of Ayurvedic properties. Our Vedas had already concluded what things were cold and hot
in nature. The Ice-cream we eat has a hot nature and keep our body warm even after having a
surface temperature too low. With these principles we at Zesty delight offer a revolutionary soft
drink which complies with most rules of the Vedas to keep our body cool during summer. The only
synthetic product we use is preservative (331). The nature of food items does have an important role
in keeping our body cold, for example- when we eat too many nuts, our body tends to increase its
heat and we often see that after eating walnut our mouth also have cuts. These are the properties
already mentioned in the Vedas.

Different ranges of our product

• Zesty Delight- lemon drink
• Zesty Delight- Thandai
• Zesty Delight- Buttermilk
• Zesty Delight- Tender Coconut Water

Pricing of our product

Zesty Delight- Lemon Drink
• Size-Small
• Quantity- 120ml
• Price- ₹10

Zesty Delight- Thandai

 • Size-Medium
• Quantity- 250ml
• Price- ₹100

Zesty Delight- Buttermilk

• Size-Small
• Quantity- 120 ml
• Price- ₹20

Zesty Delight- Tender Coconut Water

• Size- small
• Quantity- 120ml
• Price- ₹20

Packaging of our Product

At Zesty Delight we offer Primary secondary and tertiary packing of our products.

Primary packaging:
The primary packaging of our drinks are high quality plastic bottles.
Which helps us to minimize the risk of plastic infusion in our drinks,
which also minimizes the risk of cancer development after ingestion
of plastic.

Secondary packaging:
The secondary package of our drinks make up the holder
for drinks. When it is transported to consumers who
prefer to have drinks in bulks. These packaging are
provided to manufacturer and wholesalers, in addition to
our tertiary packaging. These are cardboard boxes which helps us to sustain nature, they can be
recycled and can be reused if not damaged.

Tertiary packaging:
The tertiary packaging of our drinks is only supplied to the
wholesalers because they are used for the wholesale
packing of the drinks. This packing is also made up of
cardboard. These boxes are made to ship drinks in bulk to
our wholesale dealers.

The boxes are of dimensions 10ftX15ftX5ft. They can

easily store bulks orders of our drinks.

Storage of our product

Warehousing is our key aspect here, storing goods which are to be distributed later. A warehouse is
well defined as any place that can be used for accumulation of goods. Warehousing is significant to
us let alone any other business. Warehousing enables us to store, ship and distribute goods from
one single location, making it easy for the business to track and manage the supplies effectively and
efficiently.

Our warehouses are only 10 and 15 Kilometres away from the main city, respectively. First
warehouse is a cold storage which stores all the lemon extract, all frozen. The lemon extract once
frozen stays fresh for longer durations and can stay fresh even for 6 months.

The second warehouse is where the manufacturers send the product and we as wholesalers and
owner of the product, we then ship them to retailers and we efficiently cut costs for wholesalers.

Distribution of our products.

The distribution of the drinks is what we outsource to a logistics company, named haul cargo
logistics. It offers a great deal for bulk orders on a daily basis. Moreover outsourcing the
transportation department helps us to focus on the core business, experts handle their respective
fields, reduces our costs, offers us a dedicated customer support department, the logistics use an
enhanced supply chain which in turn helps us in many a ways. More importantly owning a truck is
way more hassle than rendering a service.

Labelling of our product.

We at Zesty Delight also promote movements which helps society in improving its health.

One such support is #labelPadhegaIndia

Promotion of our product.

Advertising through social media platform is one of the most important ways to increase recognition
among youngsters. Continuous reveal to the product allows companies to interact with clients, this
constant interaction creates a picture of credibility and curiosity to listen to what other has to say. It
connects people with the brand, with the help of challenges like Drinking red bull before doing any
challenge and making it a world record.

Also we tend to sponsor celebrities to promote our brand so that we get a wider consumer range.
We sponsored many youtubers to promote our brand. Recently we took a very big step and
auditioned for shark tank India, in the hopes of getting an even bigger consumer base and also a
possible chance of getting a deal done so that we can also increase our product ranges and can hire
more employees for a more effective and efficient strategy with the help of shark’s guidance.
 Social message
as someone who cares deeply about our planet, we want to share a simple yet powerful message.
Let's take a stand against single-use plastics when enjoying our delicious lemonade. By choosing
reusable cups and straws, we're not just savouring our drink, but also making a meaningful
difference for our environment. Let's work together to create a greener, cleaner world, starting with
our beverage choices

Cheers! 🥂🥂

Bibliography
• Youtube
• WHO
• MBAskool
• Amazon
• Google research papers