This document provides information about a proposed hibiscus iced tea product called HIBSY. It includes details on the nutritional content, health benefits of hibiscus, market research on the Indian beverage market, manufacturing process, company ownership, subject matter experts consulted, segmentation and positioning strategy, and financial projections. The marketing strategy involves launching in Delhi and Mumbai on World Health Day and promoting at health events. Financial projections estimate annual sales of 1.92 million bottles and a net annual profit of 20 lakhs with a break even period of 2-3 years.

2. Our product
Why?
SME Survey
Indian Market
Research
Manufacturing
Process
Segmentation,
Targeting and
Positioning
Marketing
Strategies
Financial
Management

3. Nutrients per 100 gm
Energy 49 kcal
Fat 0.6 gm
Protein 1 gm
Fiber 1.6 gm
Vitamin A 287IU
Vitamin C 12 mg
Thiamin 1% RDI
Riboflavin 2% RDI
Niacin 0.3mg
Calcium 215 mg
Iron 1.5 mg
Magnesium 51 mg
Phosphorous 37 mg
Potassium 208 mg
HIBSY – Hibiscus Iced Tea
SMARKpresents

4. Maintains fluid balance in
the body
Boosts body immunity
Speeds up Metabolism
Fights Cancer
Slows ageing due to anti
ageing properties
Boosts Energy
Cure Acne
Darkens hair colour
Helpful in treating Dandruff
haemorrhoids
low levels of HDL
Our population will
suffer from
hypertension by 2020
Hypertension : 20 to 40% in urban areas and 12
to 17% in rural areas of India Blood pressure irregularities
Have acne outbreaks at some point
Grey/White Hair OR Suffers hair fall
Of the population suffering
from Morbid obesityLowering mild to severe
menstrual cramps
Reduced body weight,
body mass index (BMI),
body fat, and waist-to-hip
ratio

5. Company Ownership/Legal Entity
• M/S SMARK Enterprise, located at C-52, Okhla Phase 1, New Delhi,
is a manufacturing firm licensed under partnership of Mr. Apoorv
Parmar (Co-Owner) with IT Sector experience of over 20 months and
Mr. Kushaang Deswal (Co-Owner) with industry experience of 3
years. Both the owners are liable for equal shareholding in the
company. HIBSY is a sole property of M/s SMARK Enterprise and it
shall only hold the rights for HIBSY’s copyrights, trademarks,
licenses, finances, legal issues, marketing, and advertising.
• HIBSY is a Ready to drink Hibiscus iced tea and shall be licensed by
fssai under RTD segment to be declared fit for consumption by
masses.

6. Subject Matter Experts – SME Group
S.no. Name Specialization Location Age Group Gender
1 Dr. Jay Pediatrics Delhi 21-30 Male
2 Dr Mahajan Microbiology Delhi 51-60 Male
3 Dr. Richi Mahajan Microbiology New Delhi 21-30 Male
4 Dr. Vinod Mahajan Banking Gurdaspur 51-60 Male
5 Dr Sachin Arora Orthopaedic Delhi 31-40 Male
6 Dr. Shivani Sharma Oncology Delhi 21-30 Female
7 Dr S.N. Arora Medicine Delhi 60+ Male
8 Dr. Rajni M.D. Microbiology Delhi 31-40 Female
9 Dr. Manju Bala Microbiology Delhi 51-60 Female
10 Dr Anuradha Microbiologist Delhi 31-40 Female
11 Dr Taneja Cardiologist Punjab 51-60 Male
12 Dr Kiran Gynaecologist Panipat 41-50 Female
13 Dr B.B Sharma Doctor Delhi 60+ Male
14 Dr. Shweta Sharma Microbiology Noida 31-40 Female
SME members are those who have extensive knowledge about your product which may include benefits,
manufacturing processes, pros & cons of the product. Thus, for any survey to provide most relevant and
reliable data, a SME group is must. For our product, HIBSY, our SME group comprises of doctors and
experienced people who have knowledge about hibiscus tea and economic factors to be kept in mind before
launching our product in our preferred market segment.

7. Indian Market Research
810.70
846.70
881.60
914.90
946.90
977.20
800.00
820.00
840.00
860.00
880.00
900.00
920.00
940.00
960.00
980.00
1,000.00
2015 2016 2017 2018 2019 2020
Year
PREDICTION OF RTD HEALTH DRINKS
MARKET DEMAND
In INR
Millions
As per statistics, current RTD Beverage market profitability stands stable at 11.70%.
The above graphs show us the bigger picture.
What if health drinks break through and enjoy the market size of other beverages especially carbonated drinks?
469,480.0
490,651.5
521,016.0
552,792.1
583,822.5
617,429.1
450,000.00
470,000.00
490,000.00
510,000.00
530,000.00
550,000.00
570,000.00
590,000.00
610,000.00
630,000.00
2015 2016 2017 2018 2019 2020
ExpenditureinINRMn
Year
CONSUMER EXPENDITURE ON NON-
ALCOHOLIC BEVERAGES - INR MN

8. The data shows us the most preferred selling outlets which are preferred by consumers
of Health drinks to buy their respective drinks. Thus, targeting Independent Small
Grocers and Supermarkets will be a better way to reach our customers.
6.7 7.8 8.4 9 8.4 7.8
6.2 7.1 7.3 7.5 7.8 8
16.8 15.7 16 16.2 16.5 16.8
68 67 66 65 65 65
0
10
20
30
40
50
60
70
80
90
100
2010 2011 2012 2013 2014 2015
Percentage
Year
Distribution Outlets
Forecourt Retailers Convenience Stores Other Grocery Retailers Hypermarkets Supermarkets Independent Small Grocers

9. The data shows us the prediction for most preferred pack size of health drinks by consumers which is
250ml having a consumption of around 25million units, followed by 330 ml having a consumption of
approx. 13.50 million units. Thus, manufacturing 250ml pack size in beginning will be feasible for us.
6.00 6.20 6.30 6.40 6.60 6.70
11.10 11.80 12.70 13.60 14.50 15.50
23.90 24.70 25.20 25.70 26.40 27.00
0.00
10.00
20.00
30.00
40.00
50.00
60.00
2015 2016 2017 2018 2019 2020
I
n
M
i
l
l
i
o
n
U
n
i
t
s Year
Packet Size
1000 ml 330 ml 500 ml 350 ml 250 ml

10. Manufacturing Process

11. Cleansing of
flowers and
water distillation
Distilled water is
boiled and poured
over Hibiscus
flower
Flower decolorizes
completely from
Bright Red To
Yellow
Liquid Extract is
Collected and
Filtered
Solid extract is
obtained
Lemon extract is
added
Packaging and
Final Product is
Ready
Dry the leaves and
grind it properly
to obtain the
power
Manufacturing Process

12. SEGMENTATION TARGETING POSITIONING
Demographic Segment People falling in the age group of 20-30 years.
Trendy, Substitute to unhealthy
soft drinks, Easy to carry,
Availability, Health benefits,
Value proposition
Geographic Segment Regions with hot climate.
Psychographic Segment People open to experiences and interested in research.
Behavioural Segment Customers who prioritize Health Benefits.
Segmentation, Targeting and Positioning
Target audience
Younger generation belonging to 20-30 years of age group, putting up in hot climate region; prioritize
health and portrait Openness to Experience personality trait.
• Greater health benefits.
• Good taste
• Hibiscus leaf as main ingredient.
• Value for money.
• Natural & Herbal.
Point of Differentiation :
• Cool
• Refreshing
• Ready-to-drink.
Point of Parity :

13. Launch on World Health Day in Delhi-NCR
And Mumbai 7th April, 2017 Promotion in Marathons and other health events.
• Tie up with companies falling
under the ambit of Section 135.
Persuade them for plantation of
Hibiscus plants at mass level.
Consumer Awareness

14. Launch Merchandises such as Shirts and
glasses with HIBSY branding on them.
Promotional Packs on special days like
Friendship Day and Valentine’s Day
CROWDSOURCING
CREATIVE STRATEGIES OF COMMUNICATION

15. Marketing Strategy: We have devised a unique algorithm for providing discounts to our online users. The
algorithm is based on the Fibonacci series as follows:
1 1 2 3 5 8
1st visit of a unique customer earns them 15% discount (min order Rs. 199/-).
2nd visit earns them 20% discount. (Min order Rs. 199/-)
After that, 4th visit earns them 25% discounts (min order Rs. 199/-).
After that. 7th visit earns them 30% discount (min order Rs. 199/-).
After that 12th visit earns them 45% discount (min order Rs. 199/-).
After which 20th visit earns them 60% discount (min order Rs. 199/-).
The discount cycle resets after 20th visit. (Min order Rs. 199/-)
Website : techmah.site88.net

16. Customized Delivery Schedule
Order • Place an order for over Rs. 499/-.
Schedule • Provide us a delivery schedule.
Enjoy • Enjoy our drink whenever and
wherever you want

17. PROCUREMENT
Suitable location for Hibiscus procurement
West Bengal
Uttar Pradesh
Tamil Nadu
M/s RDB commodities
Orissa
Karnataka
Bihar
Andhra
Pradesh
Assam
Tripura
Meghalaya Mumbai
M/s Xeways Ltd.
Quotation
Dear sir,
Hi
We can supply the Product which you mentioned. Product cost @390 ex Mumbai per kg. Payment terms
advance. We will give you as paid sample 1 kg @500 Rs inclusive logistics. If sample approved, we will
supply 500 kg soon. Send two separate PI. Once receive PI, kindly deposit 500 in account and send slip if
sample approve and deal start we will adjust this money in bulk order.
Rajasthan

18. Financial Management
Average MRP of Energy + Health drinks is Rs. 30/- per 250ml of which companies earn a profit margin of 11.70%.
We shall keep our MRP down to Rs. 29/- per 250ml bottle.
Our variable cost per bottle accounts to Rs. 20.34/-per 250ml bottle. The detailed expenses have been mentioned below.
Profit Margin 10.12% or Rs. 2.15/- per 250ml bottle
Selling Price for Retailers Rs. 23.50/- per 250ml bottle
Market Selling Price Rs. 29/- per 250ml bottle
Profit for retailers 23.40% or Rs. 5.50/- per 250ml bottle
Target sales by volume annually 1.92 million bottles
Gross Annual profit Rs. 41.28 lakhs
Deducting other expenses & Taxes
Expected Net annual profit Rs. 20 lakhs
Break Even time 2-3 years

19. FIXED COSTS (INR)
BUILDING 10,00,000/-
2 * RO PLANT 8,00,000/-
BOTTLING PLANT 10,50,000/-
COLD STORAGE 7,00,000/-
BOILING PLANT 9,00,000/-
KIOSKS (20 CENTERS) 3,00,000/-
CONVEYER BELT 12,50,000/-
TOTAL 60,00,000/-
Variable cost Per unit cost
Annual rent 42,00,000/-
Rent per unit 2.18/-
Raw material
Hibiscus flower 2.00/-
Lemon extract 0.07/-
Total 2.07/-
Kiosks 2.90/-
Marketing expense 5.00/-
Salaries/wages 2.15/-
Packaging 0.85/-
Carton packaging for shipment 0.35/-
Distribution cost 0.84/-
Bottles
Capacity / truck
Cost/truck
14,400
12,000/-
Running cost 5.00/-
Total Variable cost 21.34/-

20. THANK YOU