Dnayansadhana College TY BMM-VI SEM

Name: Omkar Narendra Kulkarni Roll.no: 13 Subject: Direct Marketing

Product: Rio beverage

DECLARATION BY STUDENT

I hereby declare that this Project Report on Budget and Budgetary Control of the Subject Financial Management is the result of my own research and no part of it has been presented for another degree in this university or elsewhere. I am solely responsible for any errors in the work.

ACKNOWLEDGEMENT

I owe a great many thanks to a great many people who helped and supported me during the making of this project. I would also thank my Institution and my faculty without whom this project would have been a distant reality. I also extend my heartfelt thanks to my family and wellwishers.

Product: Rio Beverage

1 Product Offerings:

Write your USP:

The Company went that extra mile and added a healthy dose of vitamin C and Honey to Rio. Currently, RIO is offered in 3 flavours:

Karma (Chilly or hot spicy flavour) Nirvana (Green apple)

Moksha (Wild Berries)

Flavours Info

KARMA RIO-hot spicy is a truly unique beverage. You probably never heard of this unique flavour blend before and we were instantly impressed when we first attempted to create this flavour. The flavour is spicy and tastes nice and fruity. Overall, this is one superior beverage. Very unique and very refreshing when sipped slowly. NIRVANA RIO-green apple was created for the more traditional consumers. The raw mango flavour is sweet and fruity and has a very clean mouth feel to it. You can really tell that we went through great lengths in perfecting the flavour of this beverage. In a nutshell, RIO is the total package -- refreshing flavour, clean finish and trendy packaging. MOKSHA RIO-Wild Berries features a unique concoction of various berry flavours. This beverage really does have a natural feel and taste. Its sweet and tangy, and surprisingly light. The berry flavour is very subtle and easy to drink. We recommend that you give this beverage a try if you are looking for something a little different.

Write down what your product offers to prospects.

RIO: It consists of the same recipe as the regular Breezer, but with sugar substitutes so that it contains fewer calories. Colours and flavours will be similar to the ordinary Breezer but without alcohol and different flavours. The aim is to create great tasting Indian products having an international feel. Hence along with the taste the focus is also on packaging of the product. The company is continuously taking efforts in developing this drink. The result they got is great in terms of taste; exceptionally RIO is well packaged drink which is light on the stomach and has unique fruity flavours. They are currently developing two new flavours for RIO and have targeted that to our expansion of product range.

List promotions methods you will employ.

The product Rio can be marked through its positioning in places like Clubs, Restaurants and in various events through the event management companies.

Clubs:
RIO goes hand in hand with night clubs. Being the perfect mix for alcoholic drinks and a good standalone non-alcoholic beverage. Recipes of RIO based cocktails are available on request.

Restaurants:
RIO enhances a customers experiences with its light fruity taste it compliments vegetarian and non-vegetarian cuisine. Unlike other soft-drink RIO is light and perfectly complements a lavish meal.

Event management Companies:

RIO has shared stages with the finest events in and around India. The brand invites proposals to be a part of prestigious events.

Print as well as electronic advertisements would be done. Rio will also be a sponsor for some mega event which will be a national event. Rio can invest money in some reality show.

2] Lead Generation
A. Demographic Profile of Our Target Customers
Location: : Urban Area (this is because at this early stage, promotional activities will be conducted in urban areas only) Age: The perfect age group for this product would be 18yrs to 30yrs. Generation: (e.g., baby-boomers, Generation X): This Product ( Rio ) is specially meant for youth or can say Generation X. Income: 5000 to 50,000. The reason behind taking this amount is any person can have di product as it is cheap in cost. Gender: Male as well as Females can have it. Nationality/Ethnicity: Not necessary. As it does not contain alcohol any person on this planate can consume it. Marital Status: Not Necessary Household Size: Not Necessary Occupation/Employment status: Not Necessary Industry (if B2B): Not Necessary Religion: Not Necessary Language: Not Necessary Education: Not Necessary Organizational Memberships: Not Necessary Other: No

B. Psychographic Profile of Our Target Customers

Activities: Clubbing, Business parties, Cultural events, Film festivals, Food Interests: Socialising, travelling, Parties Attitudes: outgoing, fun loving

C. Your Target Customers Key Problems, Desires and Needs

It is mainly seen that people expect something and get something else. The same happens when the people need a refreshment to refresh themselves they dont get a proper drink which will do the same. The Rio beverage here has fought with the odds and has tried to solve the same problem as far as it can by giving Varity of flavours with less fizz and good to taste also with a content of honey and vitamin C. Rio can also be consumed directly as a soft drink or it can be also used as a mixer with alcohol which will surely boost up the taste of alcohol.

Development Sales Data Internal Sales Record.

O Basis of Segmentation:
There are two different criteria used in order to segment the market. Thus Bata Shoe Organization divides the marketgeographically as well as on the basis of product type.

3] Database

O Retail marketing manager: As retail is the highest contributor of the companys business. Retail marketing manager is responsible for planning, advertising as well as the whole of the retail operation around the country. He also deals with the governmental regulation in respect of price, stability, license, fees etc. for launching new products. It is his responsibility to take initiative to pass all the necessary documents from the regulation board of government. For this reason this post-ranked third in the hierarchy of the companies organ gram in India.

O Wholesale marketing manager: The functional objective of the wholesale marketing manager is to monitor and planning of wholesale market operation of Bata India, which also is a very important sales channel of the company.

4] Methodology Followed
Logo: The logo of Rio is name written in several colours on the package, reason behind this was that the product here is full off colours and jazzy which appeals to the youth and also helps in attracting the customers taste it. And once tasted they are surely going to fall in love with it. Brochures/Flyers: Flyers and Broachers will be distributed in restaurants and clubs and during events which will the product in getting popular. The designee will be simple but full of colours and jazzy.

Website/Blog: Now a day a new fad of having a website and blog spot is
rotating through the market. With the help of the website people not only get each and every detail of the product but also of the company manufacturing it which helps further increasing the trust in the products. Blog spot helps the consumers to directly get in touch with the company and give their feedback about the product.

Print Advertisements: As a number of people are elite in urban areas print advertising will play a vital role in increasing the sale and customer for Rio. Leading newspapers and magazines would be used for the same. Something creative would be done to attract the people here.

THANK YOU