DRINKS

A Case study presentation by Aryan

Osan, Sri Guru Gobind Singh College Of
Commerce
 AGENDA

• SWOT ANALYSIS

• OVERALL STRATEGY

• CORPORATE SOCIAL RESPONSIBILITY

• “YEH HAI SABKE LIYE” CAMPAIGN

• MARKETING STRATEGIES

• OVERALL IMPACT
 SWOT ANALYSIS

STRENGTHS WEAKNESSES
S • Received 20
crore investment
from an angel
Bad brand image,
loss of sales and
W
market share due
investor. to:
• Good quality • Water Pollution
product with low • Child Labor
cost • Gender
Discrimination

OPPORTUNITIES THREATS
O Have a good
amount of
investment to
• Due to robust
growth in the
industry, a lot of
T
rebrand and gain new competitors
back the trust of have entered the
the competitors market
• Already
established
giants in the
market like Crest
and Sizzle
 OUR THREEFOLD
STRATEGY
OBJECTIVE STRATEGY IMPACT
To create a new brand Introducing “yeh hai Expand customer
sabke liye” campaign
image amongst and using new
base and secure
customers and investors marketing strategies further investment

Providing healthcare,
Launch several education and a
To Help the deprived
Corporate Social sustainable life to those
and marginal in need, ensuring
Responsibility
communities. socio-economic
Campaigns
development

Larger appeal to the

To compete with Release a new
healthy customers,
juice/healthy soft drink segment of varied
creating a new
companies healthy drinks
segment
 CORPORATE SOCIAL RESPONSIBILTY
Promoting Healthcare and
Providing vocational training for Preventive Healthcare through
skills and projects like tailoring, Employment Healthcare awareness programs, health
beautician, bee keeping and food and Skills checkups, providing medicine and
preservation treatment facilities

Provision of food and clothes for the Promoting adult literacy for women,
poor, children and other deprived Hunger, Gender Providing credit support to women
sections of the society. Conducting Poverty, Equality self help groups. Training in
plantation drives in schools and Environment vocations pursued by women.
colleges.

IMPLEMENTATION OF CSR
Will strive to implement above activities on our own to the extent possible. At the
same time , realize the importance of partnerships which would include:
• Collaborating with various NGO’s having mutual goals
• Contribution to various funds which are aligned to our mission. For example
Prime minister Relief Fund
• Pooling resources with other companies to carry out these activities.
 “YEH
YEH HAI SABKE LIYE” CAMPAIGN
Under the “yeh hai sabke liye” campaign,
making it the new tagline for ads on banners
and television, we will launch three more
segments of drinks in addition to the original
version.
One being healthier than the other, everyone
will have a drink in hand.
ORIGINAL

50% SUGAR
IMPLEMENTATION OF CSR

10% SUGAR

NO SUGAR
 “yeh hai sabke liye” campaign would help us
cope with the consumer psychology shift
MARKETING
towards healthier drinks while simultaneously
acting as a catchy tagline that gives a personal
touch to the consumer.
STRATEGY
To increase consumer base all across the
country, the main focus will be to capture the
unexplored, i.e. the rural areas.
Making a list of various high potential villages
and increasing the brand awareness there.
A cross- compensation model will be used,
where we would charge lower prices in rural
areas compared to urban areas. The idea is to
build a demand so big, under our advertising
IMPLEMENTATION OF CSR
campaign, that the low cost wouldn’t be a
disadvantage.
In addition to these strategies, A “drinks app”
will be programmed wherein customers could
order the products, would also collaborate
with food delivery apps for delivering the
drinks in bulk orders of a specific minimum
OVERALL IMPACT
We project the drinks app and collaborations
to further increase our total revenue by 5%.
By expanding the business to rural areas, we
project an increase in total sales by 10%.
By releasing the three new drinks and with the
various CSR activities, we project a great recovery
and to increase the market share from 13% up to
32% in the next 3 years. IMPLEMENTATION OF CSR
Projected market share
Current market share
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