The document discusses the development of a new product called Minto to replace the existing product Sosyo. It analyzes Sosyo's stage in the product lifecycle as introduction with low sales, high costs and negative profits. It then outlines steps to develop Minto, including adding mint flavor, different colors and a diet version. Market research on Sosyo found preferences for taste, availability and awareness. The marketing strategy for Minto involves targeting students, positioning as refreshing and stress-relieving. Sales goals and budgets are projected along with the marketing mix and brand elements.

1. Prepared By: Sunil Chhajar The Never Ending

2. Time Product Develop- ment Introduction Profits Sales Growth Maturity Decline Losses/ Investments ($) Sales and Profits ($) The course that a product’s sales and profits take over its lifetime

7. New-to-the-world Cost reductions New product lines Additions Improvements Repositioning

9. Steps In New Product Development

14. Stage-II Planned price Distribution Marketing Budget 200 ml-7 300 ml-10 Tie up with major distribution channelsDealers with IBS nearby shops. And canteen selling more than 550-600 bottles addl discount of 5% except the normal 10% on list price. Rs. 4 per bottle

15. Long Term Sales Profit Goals Marketing Mix ROI- 15-20% PROFIT @ Rs.1 per bottle Amount expected to be raised 15-20% and research should be reduced 5% every year.

18. AUGMENTED PRODUCT CORE BENEFIT Quenching the Thirst refreshingly ACTUAL PRODUCT DELIVERY AND CREDIT “ Bulk Discount on Bulk Purchase” INSTALLATION WARRANTY AFTER SALE SERVICE “ Continues feedback” PACKAGING “ Attractive Pet Bottle” QUALITY LEVEL “ Superior” DESIGN “ Persuasive” FEATURES “ Mint Form” “ Diet Version” BRAND NAME “ Minto” THREE PRODUCT LEVEL

21. 9- The differential effect that brand knowledge has on consumer response to the marketing of that brand Endowing products and services with the power of a brand. Brand Equity Brand Knowledge Knowledge THOUGHTS FEELINGS IMAGES EXPERIENCES BELIEFS Associations Brand Associations Strong Unique Favorable Brand Promise Promise The marketer’s vision of what the brand must be and do for Consumers. Secondary Sources of Brand Knowledge

22. Develop new brand elements Apply existing brand elements Use a combination of old and new

23. Elements Slogans “ Minto Ho Saath to ban Jaye Baat” Brand name “ Minto” USP “ Mint Based Drink ” Logos Symbols Characters

24. More for more More for same More for less The same for less Less for less More The same Less More The same Less Brand Positioning Map

25. Brand Elements Marketing Activities Meaning Transference