Product X

MARKETEERS

BATCH 2
PREFACE
 Chapter 1

BUILT UP /
SUSPENSE
Financial data . how the MNC come here .
The aspiration of Indian class
what drives it
trivia about the
swadeshi movement
story of the innovator

HISTORY OF SOFT DRINKS
❖ 1819:-The "soda fountain" patented by Samuel Fahnestock
❖ 1881:-The first cola-flavored beverage introduced.
❖ 1886:-Dr. John S. Pemberton invented "Coca-Cola" in
Atlanta, Georgia.
❖ 1898:-"Pepsi-Cola" is invented by Caleb Bradham.
❖ 1923:-Six-pack soft drink cartons called "Hom-Paks"
created.
❖ 1923: Hajoori & Sons founded in Surat by Mr. Abbas
Abdul Rahim Hajoori
❖ 1965:-The Coca Cola Company ventures into India
SECTION 1
The Better Half
The main production of soft drink was stored in 1830 and since
then from those experimental beginning there was an evolution
until in 1781,when the worlds first cola flavoured beverage was
introduced.
These drinks were called soft drinks only to separate them from
hard alcoholic drinks.
Brief Insight - Beverage Industry in India
In India, beverages form an important part of the lives of people. It is an
industry, in which the players constantly innovate, in order to come up with
better products to gain more consumers and satisfy the existing consumers.
The beverage industry is vast and there various ways of segmenting it, so as
to cater the right product to the right person. The different ways of
segmenting it are as follows:
Alcoholic, non-alcoholic and sports beverages.
 In-home consumption and out of home on premises consumption.
 Age wise segmentation i.e. beverages for kids, for adults and for senior
citizens.
Segmentation based on Level of Consumption.
3

LOREM IPSUM
❖ Aliquam turpis tellus. Id malesuada lectus.
Suspendisse potenti. Etiam felis nisl, cursus bibendum
tempus nec. Aliquam at turpis tellus.
❖ Id malesuada lectus. Suspendisse potenti. Etiam felis
nisl, cursus bibendum tempus nec, aliquet ac magna.
Pellentesque a tellus orci.
❖ Pellentesque tellus tortor, sagittis ut cursus vitae,
adipiscing id neque.
❖ Suspen disse aliquet odio ut nisl dapibus nec vulputate
risus. Nam id risus velit.
The opportunity & How
it entered
why should not we have our own aerated drink ? This is the
thought that brewed amidst the heart and soul of Mr Abbas
Abdul Rahim Hajoori and his younger brother Mr. Mohsin
Abdul Rahim Hajoori. They had been selling aerated drinks
made by the British Bottler and felt throb of Indianness
inspiring them to venture out in the world of Fizz.
On May 15, 1923 Hajoori Beverages was born in the scorching
by lanes of Surat .
The Swadeshi Movement added the fizz to this bottled potion,
and thus in the summer of 1927,SOSYO bubbled across the
markets of India.It fought against the British drink Vimto,
partly aided by Gandhiji call to boycott UK products.
The Brand Name SOSYO was derived from the latin word
‘Socious’ which means society.
Originally called ‘Whisky No’ to attract both alcoholics and
teetotaller.
4
 Marketing Segmentation

Vision
With A stronger base of over 50,000 retailer outlet, 5
sophisticated manufacturing plants (4 in Gujarat and 1 in
Mumbai) seven franchises and over 150 distributor‘s
network,Sosyo is now looking for trade to share its vision.
Sosyo Now has a vision to grow as a National Brand Mission
Our mission is to build over selves a full fledge beverages
company having an exceptional hold on people‘s taste. With is
unique and exclusive flavor.

Customer Segmentation Positioning

Hajoori and Sons is a soft drink company. It is medium scale
company. The company serves to middle class people and also
to some of the upper class people. The company is not serving
only to some stores with which it has strong relationship
quality and price.
Target Market
India’s Middle class Population and the millennials who
would prefer a rum flavoured non alcoholic drink

5
 Product- Solution
True to its name , SOSYO has established itself a different
product in state of Gujarat & vicinity.

Price - Value
It is aggressively priced and lesser than the price of its
Multinational Competitors.

Promotion - Educating Customer

They promoted the product in the local and national fairs.
There built a SOSYO circle in Surat which helped in
promotion and as well it helped them in Corporate Social
Responsibility.
Place - Accessibility
The distribution channel of Hajoori & Sons in Surat city
and parts of Gujarat state is undertake by J.S.
Distributors.

6
 SEGMENTATION,
TARGET AND
POSITIONING

The various packaging include 200ml; 500ml;

300ml in glass bottles (returnable) and 500ml and
1.5ltr in PET segment (non-returnable).
 Turnover Region 2

Response from the

market

100

75

50

25

0
2016 2017 2018 2019

8
 Chapter 3

MAKE IN INDIA
2.O
 SECTION 1

LOREM IPSUM

❖ Launch of new products .

❖ The Jeera Masala

10
 Chapter 4

THE PROMISE
AHEAD
Hazoori 1923 . What happened to Sosyo
Kashmira Jeera Masala
Other products

LOREM IPSUM
❖ Aliquam turpis tellus. Id malesuada lectus.
Suspendisse potenti. Etiam felis nisl, cursus bibendum
tempus nec. Aliquam at turpis tellus.
❖ Id malesuada lectus. Suspendisse potenti. Etiam felis
nisl, cursus bibendum tempus nec, aliquet ac magna.
Pellentesque a tellus orci.
❖ Pellentesque tellus tortor, sagittis ut cursus vitae,
adipiscing id neque.
❖ Suspen disse aliquet odio ut nisl dapibus nec vulputate
risus. Nam id risus velit.
12
SECTION 1
Untitled
Lorem ipsum dolor sit amet, ligula suspendisse nulla pretium,
rhoncus tempor placerat fermentum, enim integer ad
vestibulum volutpat. Nisl rhoncus turpis est, vel elit, congue wisi
enim nunc ultricies sit, magna tincidunt. Maecenas aliquam
maecenas ligula nostra, accumsan taciti. Sociis mauris in
integer, a dolor netus non dui aliquet, sagittis felis sodales, dolor
sociis mauris, vel eu est libero cras. Interdum at. Eget habitasse
elementum est, ipsum purus pede porttitor class, ut lorem
adipiscing, aliquet sed auctor, imperdiet arcu per diam dapibus
libero duis. Enim eros in vel, volutpat nec pellentesque leo,
temporibus scelerisque nec.
Ac dolor ac adipiscing amet bibendum nullam, massa lacus
molestie ut libero nec, diam et, pharetra sodales eget, feugiat
ullamcorper id tempor eget id vitae. Mauris pretium eget
aliquet, lectus tincidunt. Porttitor mollis imperdiet libero
senectus pulvinar. Etiam molestie mauris ligula eget laoreet,
vehicula eleifend. Repellat orci eget erat et, sem cum, ultricies
sollicitudin amet eleifend dolor nullam erat, malesuada est leo
ac. Varius natoque turpis elementum est. Duis montes, tellus
lobortis lacus amet arcu et.
 Chapter 5

THE AAM
AADMI

Mango is rightly proclaimed as the KING of Fruits and

India has always been a nation of Mango Lovers.
Frooti & Jumpin of Godrej were the only packaged
mango juices in the market .
So what made Dhirendra Singh jump to the market and
claim a piece of the throne ?
 SECTION 1

Fortune at the Bottom of Pyramid

Market Share (%) Most of the Big Players of the likes of Coca Cola, Pepsico &
30 Parle Agro were focussed on the Tier 1 cities.
21% of the Indian Markets were untapped and presented
opportunity for expansion.
22.5
In FY16, Parle Agro (Frooti owner) and Manpasand
generated 1270 crs and 550 crs in revenues respectively from
15 fruit juice.
Considering Manpasand’s higher trade margins (35% vs
Parle Agro’s 25%), it was already 50% the size of Parle Agro
7.5
in FY16 (in volume terms).
It also has a negligible presence in South India which
0 accounts for ~25% of the fruit juice market. So essentially, in
Maaza Frooti Slice Real Tropicana Others
Mango Drink North, West and East India, Manpasand was 60%+ of
Frooti’s scale in volumes.
This was the Major driver for Mango Sip , which saw a big This is a phenomenal achievement considering Parle Agro’s
opportunity in the Indian Juice sector. Frooti is a 30-year old brand with a large advertising budget
Dhirendra Singh realised that the lack of penetration in the and extensive distribution reach.
rural markets across India.

14
The secret of Manpasand’s Success competition. After gaining foothold in north and west
regions, he set up the company's first manufacturing unit.
Manpasand spends precious little in terms of advertising and The Laddoo Strategy - The Trojan Horse.
has a limited retail reach. How then did this company
achieve such a large scale in such a short time? Four years ago, a distributor of Vadodara-based beverage
Manpasand claims that it focuses on rural and semi-urban maker Manpasand wanted to launch its flagship MangoSip in
markets which are underserved by larger players. This is 250 outlets in Aurangabad. Sorely lacking in brand recognition
clearly an exaggerated claim. The likes of Coca Cola, Pepsi and with barely any reputation to speak of in those quarters,
and Parle Agro have a retail presence in every nook and the distributor deployed a sweeter strategy. He purchased 250
corner of the country (either directly or through the boxes of laddoos, each weighing 250 grams. He bought a puja
wholesale channel). Manpasand does not have any advantage thali, 250 red thread bands and hired a sales staff of two
that allows it to better serve semi-urban or rural markets women. The distributor instructed them to deliver the boxes to
compared to a Parle Agro. retailers with this message: “We’ve come from Shankar bhai’s,
who did a Satyanarayan puja because he has taken the agency
for Manpasand.”
The Great Indian States
Gujarat, Punjab, UP, Uttarakhand and Bihar The company’s promoter Abhishekh Singh tells us, “Just
imagine a retailer in Aurangabad, at his counter, with a box of
Positioning: They targeted rural and semi urban areas.
four free laddoos, and not just any laddoos but prasad! So, now
the retailer’s mindset has changed. He’s not asking ‘which
company is it’ or ‘what scheme you will offer’. Instead what he
says is “koi baat nahi, beti, you can keep your two boxes (of
Marketing Strategy:
MangoSip, not laddoos) in my shop. If it sells I will pay you
The company managed to build a network of 25-30 and if it doesn’t, take the boxes back.”
distributors in a year by offering higher margins. During the
first few years, Singh outsourced manufacturing and focused
In addition to Vadodara, the company has plants in
on studying the market. Later, he came up with the idea of
Varanasi, Dehradun and Ambala. The four plants under
tapping the rural market, where there was hardly any
construction will come up over the next 12-18 months and

15
double the overall capacity. Manpasand's network spans 24
states, four lakh retailers, 2,500 distributors and 250 super
stockists. The company recently teamed up with Parle
Products, which has a network of 45 lakh retailers, to
cross-promote brands. The company raised Rs500 crore
through a qualified institutional placement last financial year.
It had come up with an initial public offer in mid-2015 at
Rs320 a share. The stock had risen 45 per cent to Rs807 this
year till August 16, taking the companys market cap to
Rs4,600 crore.
One reason for the company's success is creation of vast
networks in semi-urban and rural markets, where the big
beverage companies had minimal presence. Manpasand now
earns 75 per cent revenue from these markets. The second is
launch of products at lower price points - Rs5 & Rs10 - and
that also in a wider pack range (PET and tetra packs).
Another strategy involved building relationship with
distributors. Every day, the company hosts around 10
distributors and their families at its Vadodara plant.
After listing in 2015, Manpasand has adopted an aggressive
strategy for urban markets too. It has tied up with SPAR,
Metro Cash & Carry, Reliance Retail and Walmart. Singh,
realising the difficulties of making a mark in big cities, which
are crowded with MNC brands, came up with healthier
alternatives for carbonated beverages. The launch of Fruits
Up range, with 5-10 per cent real fruit pulp, was a
16
masterstroke at a time when both Coke and Pepsi were
struggling due to consumers' shift to healthier drinks.
Mango Sip contributes 80 per cent to the company's revenue.
In May 2015, the company entered into packaged tender
coconut water with Coco Sip. In health drinks, Manpasand
ORS is already available in the North East; the company
soon plans to go pan-India with it.
Manpasand has also entered the traditional Indian drink
segment with Jeera Sip. Manpasand is targeting a revenue of
Rs1,000-1,200 crore this financial year and Rs5,000 crore by
2022. Singh is also drawing up plans for backward
integration--- including farming and fruit processing. The big
companies sure have a lot to worry.
Distributors - The key to the Indian Juice Market
“We are managing the entire business very
personally,” Singh tells BE, “On a daily basis we
host 10 of our distributors with their families at our
main plant where we’ve built an apartment for them.
Other companies don’t do that. Instead they have
huge global conferences where distributors feel
uncomfortable and awkward. Like I felt when I
entered Shopper’s Stop. When I go to my provision
store, the person will ask me ‘saab aap kaise ho’ but
at Shoppers Stop I have to tell him ‘saab, mera bill
bana do’.”
 Chapter 6

REDEMPTION
How could Hazoori? reincarnate and conquer the hearts
and minds of Indian consumers .

It has an advantage which the big players haven’t been

able to realize.

Yes ! Its the Million Dollar Burpp !!!!!


LOREM IPSUM
❖ Aliquam turpis tellus. Id malesuada lectus.
Suspendisse potenti. Etiam felis nisl, cursus bibendum
tempus nec. Aliquam at turpis tellus.
❖ Id malesuada lectus. Suspendisse potenti. Etiam felis
nisl, cursus bibendum tempus nec, aliquet ac magna.
Pellentesque a tellus orci.
❖ Pellentesque tellus tortor, sagittis ut cursus vitae,
adipiscing id neque.
❖ Suspen disse aliquet odio ut nisl dapibus nec vulputate
risus. Nam id risus velit.
18
SECTION 1
Bhaiyya Ek Jeera Masala
Most of the Indians love to consume the heavy and rich Indian
foods.Cola’s are predominantly an accompaniment to the greasy
and masala filled Indian meal.
Based on our Observations
I. Consumers ask for ThumpsUp or preferred brand in
metropolis
II. Yet Consumers ask for Jeera Masala ,rather than Brand like
Kashmira ( Manufactured by Hazoori Beverages ) or Jeeru.
III. There is primarily because of the consumer behaviour ,
who are unable to clearly differentiate between the
National Brands or any Me Too products.
IV. Consumers look at Jeera Masala as an appetizer and
digestive drink.
V. B2B Opportunity - There is upcoming culture of soda pubs
,having a tie up with Hoteliers would help.
VI. Brand Recognition - One who claims the mind shall rule
the market.
19
 SECTION 2

The bOLD Monk

The Indian Alcoholic Industry is increasing day by day . The
Millennials are heading more towards Pub and witnessing a big
surge in the consumption of Alcoholic Beverages.
There is still an untapped segment which prefers an expensive
Mocktail or opts for a regular cold drink.
This presents an opportunity, SOSYO with its whisky cola rum
LOREM IPSUM flavour could position itself as a product without the guilt and
more with the pleasure of enjoying a beverage.
❖ Aliquam turpis tellus. Id malesuada lectus. Like the Success of Bira, which positioned as wheat based Beer.
Suspendisse potenti. Etiam felis nisl, cursus bibendum
tempus nec. Aliquam at turpis tellus. Positioning the brand as an elite alternative would be a fruitful
endeavour.
❖ Id malesuada lectus. Suspendisse potenti. Etiam felis
nisl, cursus bibendum tempus nec, aliquet ac magna.
Pellentesque a tellus orci.
❖ Pellentesque tellus tortor, sagittis ut cursus vitae,
adipiscing id neque.
❖ Suspen disse aliquet odio ut nisl dapibus nec vulputate
risus. Nam id risus velit.

20
 Chapter 7

STARTLING FACT TRIVIA

Lorem ipsum dolor sit amet, ligula suspendisse nulla

pretium, rhoncus tempor placerat fermentum, enim
integer ad vestibulum volutpat. Nisl rhoncus turpis est,
vel elit, congue wisi enim nunc ultricies sit, magna
tincidunt. Maecenas aliquam maecenas ligula nostra,
accumsan taciti. Sociis mauris in integer, a dolor netus
non dui aliquet, sagittis felis sodales, dolor sociis mauris,
vel eu est libero cras.
 SECTION 1
Untitled
Lorem ipsum dolor sit amet, ligula suspendisse nulla pretium,
rhoncus tempor placerat fermentum, enim integer ad
vestibulum volutpat. Nisl rhoncus turpis est, vel elit, congue
wisi enim nunc ultricies sit, magna tincidunt. Maecenas
aliquam maecenas ligula nostra, accumsan taciti. Sociis
mauris in integer, a dolor netus non dui aliquet, sagittis felis
sodales, dolor sociis mauris, vel eu est libero cras. Interdum
at. Eget habitasse elementum est, ipsum purus pede porttitor
class, ut lorem adipiscing, aliquet sed auctor, imperdiet arcu
per diam dapibus libero duis. Enim eros in vel, volutpat nec
pellentesque leo, temporibus scelerisque nec.
Ac dolor ac adipiscing amet bibendum nullam, massa lacus
molestie ut libero nec, diam et, pharetra sodales eget, feugiat
ullamcorper id tempor eget id vitae. Mauris pretium eget
aliquet, lectus tincidunt. Porttitor mollis imperdiet libero
senectus pulvinar. Etiam molestie mauris ligula eget laoreet,
vehicula eleifend. Repellat orci eget erat et, sem cum,
ultricies sollicitudin amet eleifend dolor nullam erat,
malesuada est leo ac. Varius natoque turpis elementum est.
Duis montes, tellus lobortis lacus amet arcu et. In vitae vel,
22
wisi at, id praesent bibendum libero faucibus porta egestas,
quisque praesent ipsum fermentum placerat tempor.
Curabitur auctor, erat mollis sed fusce, turpis vivamus a
dictumst congue magnis. Aliquam amet ullamcorper
dignissim molestie, sed mollis.
Tortor vitae tortor eros wisi facilisis. Consectetuer arcu ipsum
ornare pellentesque vehicula, in vehicula diam, ornare
magna erat felis wisi a risus. Justo fermentum id. Malesuada
eleifend, tortor molestie, a fusce a vel et. Mauris at
suspendisse, neque aliquam faucibus adipiscing, vivamus in.
Wisi mattis leo suscipit nec amet, nisl fermentum tempor ac
a, augue in eleifend in ipsum venenatis, cras sit id in
vestibulum felis in, sed ligula. In sodales suspendisse mauris
quam etiam erat, quia tellus convallis eros rhoncus diam orci,
porta lectus esse adipiscing posuere et, nisl arcu vitae laoreet.
Morbi integer molestie, amet suspendisse morbi, amet
maecenas, a maecenas mauris neque proin nisl mollis.
Suscipit nec nec ligula ipsum orci nulla, in lorem ipsum
posuere ut quis ultrices, lectus eget primis vehicula velit
hasellus lectus, vestibulum orci laoreet inceptos vitae.
 Chapter 8

UNTITLED
Lorem ipsum dolor sit amet, ligula suspendisse nulla
pretium, rhoncus tempor placerat fermentum, enim
integer ad vestibulum volutpat. Nisl rhoncus turpis est,
vel elit, congue wisi enim nunc ultricies sit, magna
tincidunt. Maecenas aliquam maecenas ligula nostra,
accumsan taciti. Sociis mauris in integer, a dolor netus
non dui aliquet, sagittis felis sodales, dolor sociis mauris,
vel eu est libero cras.