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Industry overview

Food and beverage industry in India

Leading Indian companies with direct and allied interests in the non-alcoholic

beverage industry have come together to form the Indian Beverage Association

(IBA). These companies include Dabur India Ltd, Red Bull India Pvt. Ltd,

Tetra Pak India Pvt. Ltd, Pearl Drinks Ltd, Bengal Beverage Ltd, Jain

Irrigation Systems Ltd, Coca-Cola India and PepsiCo India Holdings Pvt.

Ltd. The Indian Soft Drinks Manufacturers Association (ISDMA) is also a

member of the IBA. The Indian Beverage Association is the first such industry

organization in India. It intends to act as a common voice for the non-alcoholic

beverage industry and play an increasingly significant role in the growth of this

sector, a sector that drives the economy by providing employment opportunities

and driving Income growth.

IBA aims to bring together all stakeholders to a common platform to promote

growth of the non-alcoholic industry. The Association will serve as an inter-face

between the industry, the government and the public, besides providing a

unified and focused viewpoint in respect of legislative and regulatory matters. It

will also serve as a platform to share and exchange knowledge and information

on industry best practices related to non-alcoholic beverage Industry. We are

hopeful that we will shortly be able to get other leading players of the industry

to join the Association.

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Growth & Evaluation of Industry in India


Soft drinks can trace their history back to the mineral water found in natural

springs. Bathing in natural springs has long been considered a healthy thing to

do; and mineral water was said to have curative powers. Scientists soon

discovered that gas carbonium or carbon dioxide was behind the bubbles in

natural mineral water.

The first marketed soft drinks (non-carbonated) appeared in the 17th century.

They were made from water and lemon juice sweetened with honey. In 1676,

the Compagnie de Limonadiers of Paris were granted a monopoly for the sale of

lemonade soft drinks. Vendors would carry tanks of lemonade on their backs

and dispensed cups of the soft drink to thirsty Parisians.

In 1767, the first drinkable man-made glass of carbonated water was created

by Englishmen Doctor Joseph Priestley. Three years later, Swedish chemist

Torbern Bergman invented a generating apparatus that made carbonated water

from chalk by the use of sulfuric acid. Bergman's apparatus allowed imitation

mineral water to be produced in large amounts.

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In 1810, the first United States patent was issued for the "means of mass

manufacture of imitation mineral waters" to Simons and Rundell of Charleston,

South Carolina. However, carbonated beverages did not achieve great

popularity in America until 1832, when John Mathews invented his apparatus

for the making carbonated water. John Mathews then mass-manufactured his

apparatus for sale to soda fountain owners.

The drinking of either natural or artificial mineral water was considered a

healthy practice. The American pharmacists selling mineral waters began to

add medicinal and flavorful herbs to unflavored mineral water. They used birch

bark, dandelion, sarsaparilla, and fruit extracts. Some historians consider that

the first flavored carbonated soft drink was that made in 1807 by Doctor Philip

Syng Physick of Philadelphia. Early American pharmacies with soda fountains

became a popular part of culture. The customers soon wanted to take their

"health" drinks home with them and a soft drink bottling industry grew from

consumer demand.

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Coco-cola Growth Rate

In 2004, worldwide unit case volume increased 2 percent, led by strong unit

case volume growth in Argentina, Brazil, China, Russia, South Africa and

Turkey. Partially offsetting these trends were unit case volume declines in

Germany, Nigeria and the Philippines.

Revenues increased 4 percent to $ 22.0 billion versus the prior year. Positive

volume, pricing and currency trends were offset by mix and structural changes

primarily due to the creation of a supply chain management company Japan

in the fourth quarter of 2003. Operating Income for the full year increased 9

percent to $5.7 billion, reflecting the impact of the operating charges in 2003

and 2004 and positive currency benefits, offset by poor performance in certain

key markets, higher corporate expenses and continuing investments in

marketing and innovation.

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To better meet the changing tastes and demands of consumers, launched

several new products during 2004, Examples include Coca Cola C2 in Japan

and North America; diet Coke with lime in Australia, New Zealand and North

America; Minute Maid light brand extensions in the United States; and

variations of Fanta light in multiple countries. And in New Zealand, it

introduced Aqua Shot, a new active water with a refreshing shot of fruit flavor

and a boost of essential vitamins.

Coco-cola and Pepsi competition:

Coca-Cola and Pepsi were able to generate total returns to common

stockholders well in excess of the S&P 500 from the end of December 1999 to

the present. Pepsi had outperformed Coca-Cola because it was at a much more

reasonable price to earnings ratio around 1999 (27 for PEP versus 60 for Coca-

Cola). Coca-Cola has soundly outperformed Pepsi since Indra Nooyi became

CEO, mainly on the strength of its EPS growth outperforming Pepsi's. We don't

expect that these companies will be able to substantially outperform the S&P

500 again during the next 12+ years.

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While Coca-Cola saw headwinds to its growth, it was able to manage a 1%

growth in its reported EPS for Q2 2012 versus Q2 2011. The company had a

0.4% decline in its reported net income but a 1.4% reduction in its shares

outstanding. Revenue increased by 3% and the company benefited from lower

non-recurring operating charges and positive operating leverage. Recurring

operating expenses increased by 2% versus 3% for revenue, which offset a 5%

increase in cost of goods sold. This resulted in a 4% increase in year-over-year

operating income. On a Non-GAAP basis which excludes the impact of

ostensibly non-recurring charges and changes in income from transaction

gains and losses, the company posted $1.22 in Q2 2012 EPS, which was a 4%

increase from the prior year's comparable quarter and which beat the

consensus estimate by 3 cent.

Highlights from the fast-growing non-carbonated beverages product line

include the following:

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Tea Volume grew by 13% due to growth in key brands such as Gold Peak

and Honest Tea in North America, Ayataka green tea in Japan and Fuze

Tea, which was launched in Latin America during the quarter.

Packaged Water grew by 10%, based on strong growth from Dasani and

its Glaceau water brands. It amazed that Dasani is getting good growth

even though it hardly ever see it on sale and its sale price is more

expensive that the regular price of the store brand water.

POWERADE grew by double-digits during the quarter and this marks the

third consecutive quarter in which POWERADE has led the North

America sports drink category in absolute unit case volume growth. It

prefer POWERADE to Pepsi's Gatorade because of the My Coke Rewards

program, which gives us rewards for drinking POWERADE and other

Coca-Cola products.

Demand Determination of the Industry:

We launching a soft drink of coco-nut water it list out in the beverage category.

In the market various beverages available in various flavors but coco-nut water

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soft drink still no one launch in India but it available in the foreign country but

not that much famous like coco-cola and Pepsi.

In the beverage market in India its capture by the COCO-COLA and PEPSI both

company is market leader.

The question arise in the mind why should customer choose our product

COCO-NUT soft drink and what unique in our product.

Our 37th annual Top 100list ranks food and beverage processors based on
their sales of value-added, consumer-ready goods that were processed in U.S.

and Canadian facilities.

19 of the top 25 companies increased sales in 2010 and 18 of them also

improved profitability. For the whole group, 63 of the 100 had higher sales in

their latest fiscal year, and 40 also upped their net incomes.

the food processing industry in India has a total turnover of around USD 65

billion which includes value added products of around USD 20.6 billion.

The beverage industry in India constitutes of around USD 230 million among

the USD 65 billion food processing industry.

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Why customer should choose our product:

Coco-nut soft drink totally new concept and product, customer always

something new variety in foods and beverages especially our Indian

people is very choose in the food and drink habit.

Now a days people more health conscious coco-nut water very good for

Doctor also advice to drink patient of heart, eye defect patient, diabeties

many more.
We will not use any type of colour chemicals which use in other soft

drinks and which is very bad for health.

It can consume by everyone each group of people its totally new flavor

and variety in the soft drink for customer and very unique
Generally people drink coco- nut water but its coco-nut soft drink

available all time season due to soft drink not only seasonal like coco-nut

water in summer.

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Future prospects:

we launch our product in Ahmadabad and we know peoples like our product

so you all are think why we should not launch our product in large zone

feedback is from our side is that no one can make bigger without starting

from small.

our objective is to launch this product to give something new to customer by

this we can enter into the market.

Firstly, we will vanish the all the road side beverage sellers because of so

many road side beverages available if we compete someone who have capture

the big market then we definitely vanish those one who come in our way like

road side beverages.

Question is that we can able to compete in the big zonal market like Pepsi

and coco-cola answer is yes because our concept is totally new in the

market Pepsi and coco-cola do not offer this type of product in his history

The product benefit goes directly to the consumer because firstly we launch

our product in small zone then after we take a feedback from those

customers who use our product so we make innovation in our product

according to customer feedback.

Quality maintenance is our objective and satisfied the customer demand.

Pure and hygienic product provides to the customer we will not use

chemicals which is harmful for the health of customer.

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We will not indulge in any activity which disturbs the social, political,

economical and legal environment.

We cover all type of people no specialized segmentation for this product it

consume by any age of person.

Good design of bottle which is easy to carry. Expansion of the supply chain

for the product so each and every corner of people get the product.

To raise the profit and sale focus on the advertisement and promotion
activity. We will launch more variety in the product and increase the product


We will enter in to the big zone in the future.

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Company profile


ADD: Plot no.28 GIDC Vatva,

Ahmadabad -380 043.

Objective: to provide best quality and unique product to the consumer.

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Company vision and mission:

Company vision: To provide always best quality juices to consumer achieve not

only profit want to win heart of the consumer by providing best quality product

as well as different variety of juices in the future and make a goodwill in the

food and beverage industry.

Company mission: To capture and positioning the target market of the


Product profile:

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1.Black Grape And Beetroot Juice


1/2 cup black grapes

1 cup chopped beetroot
1/2 teaspoon honey
1/2 teaspoon roasted cumin seed powder
A pinch of salt

This dark purple juice has anti-cancer, anti-inflammatory, antioxidant, blood sugar lowering,
anti-aging, and antimicrobial properties. These are a few essential properties required for fat
2.Orange, Carrot, And Beet Juice

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1 orange
1 cup chopped carrot
1/2 cup chopped beetroot
1/2 lime juice
1/2 teaspoon black salt
Orange, carrot, and beets are full of vitamins and nutrients . This tangy-sweet juice helps you
get back in shape in no time.

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3.Tomato And Cucumber Juice


1 cup chopped cucumber

1/2 cup chopped tomato
1/4 lemon juice
A pinch of salt


This juice is a popular fat burning formula that also increases fiber in your diet.

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4.Aloe-Melon Twist


15 medium sized cubes of watermelon

1-inch aloe Vera leaf
2-3 strawberries
1 kiwi
A pinch of black pepper


This drink is rich in antioxidants, vitamins, and minerals and also has anti-inflammatory
properties. Apart from helping you lose weight, it will also protect you from cancer, skin
disorders, and bacterial infections.

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5.Pineapple Boost


2 slices of pineapple
1/2 cucumber
3-4 spinach leaves
1 cup coconut water


This sweet and delicious drink will provide your body with natural electrolytes, vitamins,
minerals, and dietary fiber. It will strengthen your bones, help in digestion, improve your
eyesight, and protect you from cold and flu.

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6.Mango Tango


1 slice of a ripe mango

2 tablespoons lemon juice
1/2 cup yogurt

Mangoes are loaded with nutrition and can help you fight a lot of diseases .Rich in
vitamins, minerals, dietary fiber, and natural sugar, this drink will keep you hydrated
and help you lose weight, fight various skin problems, slow down aging, and reduce

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7.Cranberry Juice


1 cup cranberries
1 teaspoon honey
A pinch of salt


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Cranberry juice is one of the richest sources of antioxidants that help in breaking down fat

8.Lemon Juice


1 lemon
1 teaspoon honey
1/2 warm cup water


If you intend to lose weight by consuming juices, make sure you have lemons in your
refrigerator. Drinking lemon juice on an empty stomach in the morning helps your body to
cleanse and detoxify, thus speeding up the weight loss process

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9. Pomegranate Juice


1 cup pomegranate
Juice of 1/4 lemon
A handful of mint leaves
1/4 teaspoon freshly ground black pepper


The pretty color and the sweet taste are not the only factors that make pomegranate juice so
popular. These small-sized grains are full of fiber, and they make you feel full. It is also rich

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in antioxidants as it boosts your immune system. This is really important for a healthy way to
lose weight

10.Watermelon Juice


1 cup watermelon
A pinch of salt
2 mint leaves

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Watermelon constitutes 90% water and is the perfect healthy juice for weight loss.
Also, because of the abundance of electrolytes, vitamins, and minerals, it ensures that
you lose weight without losing energy and experiencing weakness.

11.Bitter Gourd Juice


1 bitter gourd
A pinch of salt

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Even though we know greens are good for us, bitter gourd juice is not something most
people would like to consume. However, the antioxidants present in it completely detoxify
your body, improve digestion, increase metabolism, promote weight loss, and prevent
accumulation of excess fat cells in the body

12.Beetroot Juice


1 beetroot

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1/2 teaspoon roasted cumin powder
Juice of 1/4 lemon
A pinch of salt

Beetroot juice is a great addition to your weight loss diet. It contains no fat or cholesterol and
is full of nutrients. Beet juice is a good source of both soluble and insoluble dietary fiber,
which fight fat by maintaining proper bowel function

13.Cabbage Juice


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1 cup chopped cabbage
1 cup chopped cucumber
1/2 teaspoon black salt
Juice of 1/2 lemon
Cabbage is an extremely low-calorie vegetable and can keep you full for longer. The high
concentrations of vitamin C and anthocyanin in cabbage juice reduce the risk of developing
diabetes. Drink cabbage juice before or after meals, as a healthy snack or as a meal
replacement. Cabbage juice also controls cravings for sugary or salty foods

14.Carrot Juice


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2 carrots
A handful of coriander leaves
1 tablespoon apple cider vinegar
A pinch of black salt

Fresh carrot juice is an excellent source of dietary fiber. The increased levels of dietary fiber
promote higher levels of testosterone, which helps reduce body fat. Regular consumption of
carrot juice not only helps you lose weight at a faster rate but also strengthens your bodys
self-defense mechanism. Consume a glass of carrot juice after every gym session to keep
yourself full until lunchtime

15.Cucumber Juice

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1 cucumber
Juice of 1/2 lemon
1/4 teaspoon black salt


Cucumber juice is a thirst quenching, refreshing, and cool beverage. It acts as a natural
diuretic, removing toxins and fat cells from the body. Drink a glass of cucumber juice before
every meal to curb your appetite.

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Feasibility study


Herbal Diet


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Department 1:


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Production Department

Raw material or ingredient of the coco-nut soft drink making are as


Ingredients: coconut water

Lemon oil is citrus+Limon this fruit zest is high in lemon oils. its

mix in the soft drink for pulpy taste plus having health benefit of

lemon oil can be attributed to its simulating,calming carminative.

Orange oil is an essential oil produced by cells insides the rind of

an orange fruit. in contrast to most essential oils it is extracted as

by product of orange juice production by centrifugation, producing

a cold-pressed oil, it is composed of mostly d-limonene and is often

used in place of pure d-limonene can be extracted from the oil by


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Soda: soda is our basic ingredient without this can not make the

soft drink which is used generally in the food as well as berages it

control the digestion power of the body and control the sugar level

of the soft drink.

Sugar: sugar made from the sugarcane to make sweeten the soft

drink and yummy. it is necessary to mix in the soft drink without

the sugar to make soft drink is impossible.

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Following type of the machinery we will use for making our product

Syrup mixing machine:

It is the syrup mixing machine syrup which makes by the various ingredients

which mention already for making the final soft drink. Under the machine one

small fan like system with the blades which support and mixing the all

ingredients in equal way and make it one syrup, which will mix in the final

product. Cost of this machine is 30000Rs.

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Filling of soft drink machine:

Finally soft drink is filling in the bottle with the help of this machine in few

hours it fill up the soft drink in the bottle and it is fully automatic machine we

using so its save time and labor cost. Bottle filling machine is 250000Rs.

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Bottle sealing:

After filling the soft drink the bottle it seal by the bottle sealing machine it is

also fully automatic machine it seals the bottle. Bottle sealing machine cost is


Bottle cleaning: with the help of the bottle cleaning we clean the all bottle and

recycle the same bottle which send in the market. we using recycling process of

cleaning bottles so establish a bottle cleaning machine it quickly clean the

bottles and make our process fast so concentrate on the supply of the product.

Cost of this machine is 200000Rs.

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Different types of
vegetables &
Fruits Other raw

Bottle Cleaning
Syrup Mixing

Prepared Mixing Process

Product in with selected
time and


Add final
product into Bottle Bottle Sealing
Bottle Sequencing


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Cooling Process

Finished Product with Packaging in Storage

Above mentioned chart is the production process of our soft drink let us

understand in the detail each part of our process:

1. Adding the coconut water in a tank ,regular water also in a tank pipe or

connected with the water purification machine, in both machine and

coco-nut water firstly purified and cleaned then sent to further process

after cleaning and purified.

2. Water mixed in a one tank cleaning machine pipe connection to other

tank where all water stores in that at another side bottle cleaning process

is going on.
3. Water mixing pipeline connected to the syrup mixing machine which mix

the all ingredient and make it syrup.

4. Bottle cleaning cleaning process finished then it goes in sequence which

connected to the mixing process. having 1 to 8 tap all the mixing soft

drink is ready which directly filled in the tap of machine which fill up the

soft drink in a bottle, bottle sequence wise passes and tap automatically

fill up the bottle with the soft drink.

5. After filling the soft drink in the bottle in the bottle then it sealed by the

bottle sealing machine.

6. After final packing and filling the soft drink in a bottle then it send to


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Finally production process is completed with the help and support of the

machines and labor now we send it product in the market for final sales

In the last at the time of packaging with the help of two labor who put

bottles into boxes .

Department 2:

Marketing department

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What is marketing?

Marketing is defined as a social and managerial process by which individuals

and groups obtain what they need and want through creating and exchanging

product and value with others

Marketing is an organizational function and a set of process for creating,

communicating and delivering value to customer and managing customer

relationship in ways that benefits the organization and its stakeholders


Segmenting is the process of dividing the market into segments based on

customer characteristics and needs.

The main activity segmenting consists of four sub activities. These are:

1. Determining who the actual and potential customers are

2. Identifying segments

3. Analyzing the intensity of competitors in the market

4. Selecting the attractive customer segments.

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idas as i ed nd l e ae e t l n c y e t t z r i i fm ni yn g i ig n n gi n g

The first, second and fourth steps are described as market segmentation. The

third step of analyzing the intensity of the competitors is added to the process

of segmenting in this process description. When different segments are

identified, it is not necessary that these segments are attractive to target. A

company is almost never alone in a market -- competitors have a great

influence on the attractiveness of entering a certain market. When there is a

high intensity of competitors, it is hard to obtain a profitable market share and

a company may decide not to enter a certain market. The third step of

segmenting is the first part of the topic of competitor analysis.

The need for segmenting a market is based on the fact that no market is

homogeneous. For one product the market can be divided in different customer

groups. The variables used for this segmenting in these groups are usually

geographical, psycho graphical, behavioral and demographic variables. This

results in segments which are homogeneous within and heterogeneous between

each other. When these segments are known, it is important to decide on which

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market to target. Not every market is an attractive market to enter. A little

filtering has been done in this activity, but there are more factors to take in

account before targeting a certain market segment. This process is called


Segmentation Area

our product is coconut water soft drink. According to our product nature and

rules of market segmentation following market are our segmentation.

According to geographical segmentation







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Our focus on Ahmadabad, Nadiad, Anand, Baroda city.

According to demographical segmentation



Life style



Age group

Our major focus on the all type of age group and people who most health


According to pshycographical segmentation.

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After the most attractive segments are selected, a company should not directly

start targeting all these segments -- other important factors come into play in

defining a target market. Four sub activities form the basis for deciding on

which segments will actually be targeted.

The four sub activities within targeting are:

1. Defining the abilities of the company and resources needed to enter a market

2. Analyzing competitors on their resources and skills

3. Considering the companys abilities compared to the competitors' abilities

4. Deciding on the actual target markets.

The first three sub activities are described as the topic competitor analysis. The

last sub activity of deciding on the actual target market is an analysis of the

company's abilities to those of its competitors. The results of this analysis lead

to a list of segments which are most attractive to target and have a good chance

of leading to a profitable market share.

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Obviously, targeting can only be done when segments have been defined, as

these segments allow firms to analyze the competitors in this market. When the

process of targeting is ended, the markets to target are selected, but the way to

use marketing in these markets is not yet defined. To decide on the actual

marketing strategy, knowledge of the differential advantages of each segment is


Targeting Segmented Customer and Area:

According to our product nature we are targeting the people who are most

health conscious and who are doing dieting as well as all type of age group who

has to belong from the Ahmadabad, Nadiad, Anand, Baroda city. And also we

target the old people because of they all are health conscious and our product

also touching their heart. Majorly we target all kind of the people no specific

people and age group here we consider because juices are product all type of

people consume it.

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When the list of target markets is made, a company might want to start on

deciding on a good marketing mix directly. But an important step before

developing the marketing mix is deciding on how to create an identity or image

of the product in the mind of the customer. Every segment is different from the

others, so different customers with different ideas of what they expect from the

product. In the process of positioning the company:

1. Identifies the differential advantages in each segment

2. Decides on a different positioning concept for each of these segments. This

process is described at the topic positioning, here different concepts of

positioning are given.

The process-data model shows the concepts resulting from the different

activities before and within positioning. The model shows how the predefined

concepts are the basis for the positioning statement. The analyses done of the

market, competitors and abilities of the company are necessary to create a good

positioning statement.

When the positioning statement is created, one can start on creating the

marketing mix.

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Positioning of Targeted:

According to our product nature we are inter in to the market with help of the

following strategies.

First we sell the product when the grocery are available.

Then contract with those people who sell the home made beverage

product near the road.

Making the own stall nearby bus stand and railway stand where crowd

are easily catch.

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Marketing mix:

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


According to market research in the market only two type Beverage Company

available like Pepsi and coca cola. And some other type home mad beverage

also available which was mention earlier in the project. Customer prefer

beverage product for many long time the beverage company does not doing

something new. The beverage which was the available in market which affect

badly on customer health .so consumer always want healthy and refreshing

product in the beverages which does not affect to the health. This type of

rational customer always prefer multiple perform products. Because of rational

behavior of the customer we launch a different juices product in the line

beverages which will vanish negative thought regarding the soft drink who

affect the health in long term.

Features of the product:

Healthy and tasty

Refreshing frame of mind
Diet peoples are also using for fat burning .

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Uniqueness of the product:

in the age of competition always keep updating and introduce something

unique in the product we keep this in mind and launching the new concept of

different juices with fat burning, uniqueness of the product is healthy

refreshing tasty in the low price which can affordable to each customer.


We will put price which is affordable to all category of the people to consume

and final pricing we decide on the basis of cost of raw material and penetration

pricing. To enter in the market first of all keeping price low after sustainability

in the market we will make some changes in the price, as per rational behavior

of the consumer it always prefer good quality product in budgeted price.


First of all we launching product in Ahmadabad city at specific area like as a

road side beverages

Super market in specified cities

Grocery shop
Refreshment shop
Railway and bus station

We choose this places because the mentioned area is full of crowd and rush of

college going youngster who highly prefer soft drink.

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Promotion of any new launching product is very necessary, we will adopt


Direct marketing
At the initial stage we will promote the product through the distributing

pamphlets and direct marketing through the sales force

Sales force contact to the retailer, retailer contact with the customers.

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Marketing concept:

o tstin
g rk
c th
Production concept: consumer always wants or favors product which is

highly available and affordable. We will adopt continuous innovation and

changes in the product to capture more and more consumer. Focus on

manufacturing activity to make demand>supply. Our goal is to fulfill all

the necessary things which is required for the production and to make

product better to best by focusing on manufacturing process of

Product concept: consumer always favors product that offer the most

quality, performance and innovative features. Definitely our product is

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innovative in the sense first time people will taste coco-nut water soft

drink in the category of the soft drink and we provide best quality with

affordable price. we having confidence on our innovative idea customer

will prefer our product.

Selling concept: generally for selling purpose focus on personal selling,

advertising, distribution. our goal regarding the product selling the

product maximize level to meet the supply to demand level of the

Marketing concept: In the marketing concept we will adopt the

promotion tools to promote the product to enter and survive in the

market of beverages. focus on the consumer wants and receiving the

feedback of the consumer after offering the free sample of the product.
Holistic marketing: focus on customer relationship management in the
CRM we will consider consumer feedback its views suggestions regarding

the performance of the product because our main focus to satisfy the

customer needs and wants.

Integrated marketing is a comprehensive plan that communicates and

delivers the intend value to chosen customer. Focus on the satisfying customer

needs and wants enhancing individual and societal well-being. Considering the

collective needs of society as well as customer desire and organization profits.

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Marketing Strategy:

To enter into the market required to make strategy is necessary part of the

organization strategy clarify us how to work according to market situation on

the basis of nature of the product strategy is based because product have

limited life some change when and where take place price of our product based

on the cost occurred to make final product and on the basis of the food and

beverage industry criteria.

Distribution of the product with help of the sales force we will select only

selective area and focus on that area so concentrate properly at the initial

stage. using heavy sales promotion to make aware customer about the product

through the direct marketing with help of sales force and pamphlet


Free sample of the product firstly we provide in selected area with the help of

sales force team so, customer get idea about the product what it is actually.

Marketing manager will focus on the training to sales force plan about the

promotion and its ways.

Before launching the product responsibility to handle internal matters about

the marketing of the product is the marketing manager whereas, to maintained

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external customers and distributors is the responsibility of the customer

relation manager

Product differentiation strategy:

We actually adopted here differentiation strategy means product differentiation.

The product features and flavor in the juices with fat burning and it good for

the health also.

When the firm has a thorough understanding of what its target customers

value, the relative importance they attach to the satisfaction of different need

and for what they are willing to pay a premium, the differentiation strategy can

be successful.

Through the differentiation strategy, the firm produces nonstandardised

products for customers who value differentiated features more than they value

low cost.

We pursue perfection, so customer pursue living-a strong commitment to

overall product quality and its flavor as a source of differentiation.


Here we adopting the pamphlet distribution, hoardings and direct marketing

through the sales force.

We are covering the specific area of the Ahmadabad and Baroda for direct

marketing and distribution of the pamphlet in the newspaper like Gujarat

smachar and divya bhaskar.

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Sameway in the Nadiad and Anand also. for the 1 pamphlet 0.5 cost incurred

we monthly 100000 pamphlet copy using total cost for this 50000 and 1500

extra then the salary we provide to the sales force.

Department 3:

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Human Resource


HRM is the process of managing people in organizations in a structured and

thorough manner. This covers the fields of staffing (hiring people), retention of

people, pay and perks setting.

HRM encompasses the management of people in organizations from a macro

perspective i.e. managing people in the form of a collective relationship between

management and employees. This approach focuses on the objectives and

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outcomes of the HRM function. What this means is that the HR function in

contemporary organizations is concerned with the notions of people enabling,

people development and a focus on making the employment relationship

fulfilling for both the management and employees.

Recruitment Selection:

The purpose of Human Resource Management (HRM) is to hire, train and

develop staff and where necessary to discipline or dismiss them. Through

effective training and development, employees at Enterprise achieve promotion

within the company and reach their full potential.

This reduces the need for external recruitment and makes maximum use of

existing talent. This is a cost-effective way for a business to manage its people.

The HRM function not only manages existing staff, it also plans for changes

that will affect its future staffing needs. This is known as workforce planning.

As per the requirement we need

Marketing manager

Sales mans

Human resource manager

HR Executive

Finance manager


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Account Assistant


Labor for production and operation management


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Roles and Responsibilities

Designation and person responsibility and authority in our company:

Marketing Manager:

Researching and analyzing market trends

Identifying target markets and how best to reach them
Coming up with marketing strategies
Planning campaigns and managing budgets
Attending conferences and sales meetings
Making sure that campaigns run to deadline and on budget
Monitoring and reporting on the effectiveness of strategy.
Managing a team of marketing executives and assistants.

Sales Man:

Which follow the order of the marketing executives and distribute the

products which lead to sales it is an way to promote and place the final product

to the customer through the salesman and team of the sales mans.

Human Resource Manager:

Human Resource Manager Plan, direct and co-ordinate the administrative

function of our company. It recruiting, interviewing and hiring the new staff,

consult with us and according to planning and strategy they conduct various

activity like training guidance to new staff performance measurement.

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HR Executive:

Executive follow the orders of the HR manager and designing and delegating

each person his/her responsibility.

Operation and production manager:

it handle the factory and its work means process of production for the company

handling the matter related to purchase of raw material to make final product

how many work required to undertake and observe and handle activity related

to operation and production of the company.

Finance manager:

Preparing the budget and report for the company handling the activity to

investing and expenditures.


In our company account holder handle and prepared various income and

expense statement and manage the transaction and record it so we easly

analyse make decession related to financial activity.

Accountant Assistant: co-operate with the accountant and maintaining the

books of account.


Who handle and guide the labor and maintained the work of plant.

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Labor who actually involved in the operation and making the final product

under the observation of the supervisor.


Who cleans the surface of the factory daily routine work.


Cleaning the machine and maintaining the machine cleanliness so no problem

arise in operating the machine.


Who handle and supporting the office work as per order of the manager and

handling the timing.

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Department 4:

Finance department

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Cost sheet

Chart of required employees and its salary:

Designation Particular No. of Salary Total Salary

work employees
Machine Water purifier 2 5000 10,000
Syrup mixing 1 5000 4000
Bottle filliing 1 5000 4000
Bottle sealing 1 5000 4000
Bottle washing 1 5000 4000
Coconut 1 5000 4000
Supervisor 2 8000 16000

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Labor at 3 4000
Department Marketing 1 15000 15000
manager manager
Sales force 6 7000 42000
HR Manager 1 15000 15000
HR executive 1 10000 10000
Finance 1 15000 15000
Accountant 1 12000 15000
a/c assistant 1 8000 12000
Operation 1 15000 15000
Others: Sweeper 1 3000 3000
Cleaner 2 3000 6000
Peon 1 3000 3000
Total cost

Particular Total cost cost per unit

Rs (600000

Opening stock xx
Add: purchase material
a. coconut 0
b. lemon oil 450000
c. Orange oil 300000

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d. Can sugar 105000
e. salt 1500
f. Eating soda 6000
carriage inward (transportion cost of
carring coonut) 450000
less: closing stock xx 2662500 4.4375
2. Direct wages (11*4000) 44000 0.073

A. PRIME COST 2706500 4.5108

Power (8400*30) 252000
factory supervision (8000*2) 16000
machinery cost (641000/5
year=128200/12=10684) 10684
other factory expence (3000*4) 12000
Less: sale of scrape (450000*0.50) 225000 65684 0.1094
cost of opration 2772184 4.6203

Add: opening stock of w.i.p xx

less: closing stock of w.i.p xx


stationery expence 1000
telephone bill 10000
office salary 93000
Electricity bill (400 unit*8Rs) 3200 107200 0.1786

C. COST OF PRODUCTION 2879384 4.7989

Add: opening stock of finished goods xx

Less: closing stock of finished goods xx

D. COST OF 2879384 4.9098

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Advertisment 50000
salesman's salary (7000*6 salesman) 42000
salesman's travelling expense
(1500*6salesman) 9000
warehouse expenses (electricity
300unit*8Rs) 2400
Distribution expence (2000*30) 60000
pakging & labeling cost (25500
cartoon*3Rs) 76500
bottel purchasing cost
(20000*30=600000*1.50) 900000 1139900 1.8998

E. COST OF SALES 4019284 6.6988

PROFIT (10%) 401928.4 0.6698

F. SALES 4 7.3686


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Here we prepared feasibility report to know how much our innovative idea

about making coco-nut water soft drink. The main aspect of this analysis is to

know how we put a new and innovative product in the market in the

competition of all brands. With a concept of coconut soft drink product we

identify that to introduce that product in the market is feasible or not.

With the meter of all marketing plans and activities specifically for the

marketing department the product is feasible

While if we put more emphasis on raw material then out of 12 months of

a year for 3 to 4 months the production in a smooth way is possible while

for other months the shortage of raw material is a big hurdle, rather

than this the production process also include heavy and no identified

machineries. In that case especially for production department the

concept is not feasible.

For HR department we can come to know that the need of staff is very

limited. So it is very easy to higher some people for the new work. While

the requirement of one trainer is once again question mark here. But

after all for HR department the concept is feasible.

Collection of amount is very much needing portion for any business

start-up. Here in some of the cases for the initial investment we cannot

get the amount. So for the Financial activity the Concept is 60% feasible

and 40% not.

In overall aspect, we are very much sure that if on the initial portion. All

department work together for the business start-up then and then only we will

sell out products with a smooth run. So for this feasibility portion without

proper investment the concept is not feasible.

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Coca-cola beverage private limited, Annual Report, 3rd issue, sep- 2012

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