REINDEER WINES

Marketing Management
Assignment
Product – Can Wine

FAS S2
Vedashree Relkar - 19F459
Shubham Ghosh - 19F450
Ankita Dharmadhikari - 19F411
Josemon George - 19F424
Aayush Saraogi - 19F402
 Steps Followed

Concept
Pricing Branding
development

Online survey Product

Market testing
(Market research) development

Segmentation,
Concept to
targeting & Commercialization
Strategy
positioning
 1. Concept Development

• Concept 1: Quick drink which is easy to carry for people with busy schedules.

• Concept 2: Easy to store alcohol for nuclear families and bachelors with no hassle
of storing leftover wine.

• Concept 3: Easy to carry small cans of wine for adults who like
outings/picnics/trekking.

• Concept 4: Easy to serve and cost-effective status symbol for dinner party hosts.
 2. Concept to Strategy

Percentage of people
Percentage of people

Quanti ty preference
70
Price Preference
50 60
45
50
40
35 40
30
30
25
20 20
15
10
10
5 0
250 ml 350 ml 500 ml
0
1 0 0 -1 5 0 1 5 0 -2 0 0 >2 0 0 Quantity
Number of People

Price Range
Benefi t preference
35

30

25

20

15

10

0
Qu i c k d ri n k Price Easy t o C ar r y Easy t o Easy t o ser v e
C o n c eal
Reasons to buy
 2. Concept to Strategy

• Most preferred price range - ₹150-₹200.

• Most preferred quantity for single consumption - 250 ml.

• The majority of the people are looking for quick drink that is affordable and easy-
to-carry.
 3. Segmentation

Geographic

Urban Semi-Urban Rural

Demographic
(Based on Income)

Moderate High Income

Low Income
Income
 3. Segmentation

Psychographic

Lifestyle Preference
Behaviorial

Busy lifestyle Slow lifestyle Taste and smell Associated image

Frequency Ocassion

Low Parties

Moderate Outings

High After dinner

 4. Targeting

• Urban population

• Age above 21, and having a moderate to high income

• Busy lifestyle, preference of high quality, good taste and smell

• Moderate to high frequency, prefers to drink on social occasions

 5. Positioning

• Affordable, Easy to carry, Quick alcoholic refreshment

6. Marketing Mix – 4 Ps

Product Can Wine

Price ₹150-200

Place Liquor off shops, on shops, bars and restaurants

Promotion Indirect advertisements due to government

regulations.
7. Product Development

Core Benefit Quick drink.

 
Basic Product Quick alcoholic drink that is in a can

Expected Product Quick alcoholic drink that is refreshing, cost effective

  Easy to carry and store, small cans of wine with great

Augmented Product taste and smell
 

Potential Product Symbol of status

 8. Branding

• Brand name- putting some

halo around the product
• Logo
• Slogan
 9. Product Mix

Reindeer

Red wine White wine Rose/Pink wine

Reindeer Reindeer Reindeer
Carta Rouge Carta Blanca Carta Rosa
 10. Pricing

1. Pricing Objective- Maximum Market share

Market penetration pricing
2. Determine the Demand- Online survey
3. Cost Estimation- “Target costing”
4. Analyzing competitor’s price, offers, costs etc- canned beer
5. Pricing method- Perceived- value pricing
6. Final price
Carta Rouge ₹150

Carta Blanca ₹200

Carta Rosa ₹170

 11. Market Testing

• Controlled Market Testing.

• Specific areas and specific stores

• Electronic scanners at the checkout

 12. Commercialization

• Small company

• Attractive cities – one city at a time

• Delhi - 5 lakh litres , 6 crore

• Mumbai – 4.3 lakh litres , 5.8 crore

THANK YOU