Himalaya water marketing strategy

FMCG Sector Analysis, Tata Global Beverages Company Beverages SWOT Analysis, Product Portfolio, Sales Forecast, Factor analysis for Consumer Buying behavior, STP OF Himalaya Water

1. FINAL PROJECT : SEMESTER 2 TATA GLOBAL BEVERAGES-HIMALAYA WATER PREPARED BY: RINSHI SINGH DIVISON: PGDM 4 BATCH: 2017- 2019 PRN: DM17D38 SEMESTER 2

2. FMCG SECTOR Fast-moving consumer goods (FMCG) sector is the 4 th largest sector in Indian Economy with Household & Personal Care contributing 50 % of FMCG sales in India.

3. GROWTH drivers POSITIVE IMPACT NEGATIVE IMPACT NEUTRAL IMPACT PORTERS FIVE FORCES MODEL

4. COMPANY SNAPSHOT

5. PRODUCT PORTFOLIO TEA COFFEE

6. WATER

7. TATA GLOBAL BEVERAGES - SWOT ANALYSIS

8.   PRODUCT CATEGORY MARKET LEADER OTHER LEADING PLAYERS HAIR OIL 30% 19% SHAMPOO 47 % 27% ORAL CARE 54.9% 60% 14% SKIN CARE 64 % 12% 3% BEVERAGES 50 % 4 0% MARKETING MANAGEMENT- HIMALAYA WATER

9. MARKETING-STP OF ‘HIMALAYA WATER’ TARGETING Health Conscious people Tier I cities & Tier II cities Premium Segment with likeness for supreme quality of Water POSITIONING Point of Parity( PoP ) Point of Differentiation ( PoD ) High Quality natural water Premium Imagery

10. SWOT ANALYSIS- “HIMALAYA WATER ”

11. SET WEWETWET INTRODUCTION GROWTH MATURITY DECLINE Himalaya Water MARKETING- PRODUCT LIFE CYLCE (HIMALAYA WATER )

12. MARKETING MIX ( 4P’s) Source: PHILIP KOTLER and mbaskool.com Available in 6 pack sizes- 2 Ltr.,1.5 Ltr.,1 Ltr.,750 ml.,500ml.,200 ml. The water was sourced from large pristine & protected acquifer -Process take period of 20 years Brand mythology captured eloquently on every bottle of Himalayan natural mineral water. VARIANTS PRICE 200ml ₹  18 500 ml ₹  35 750 ml ₹  25 (retail market) & ₹ 45 1 ltr . ₹  60 1.5 Ltr . ₹69 2 Ltr . ₹  80 “Premium P ricing” Strategy. Higher than other normal bottled water which c ome at price Rs.10-15 but its price was very much competitive TATA beverages division has entered into a 50:50 joint venture with PepsiCo. for Handling marketing, sales & distribution of PepsiCo throughout world Distributing the product through: 5StarHotel TV Radio ‘ Live Natural’ aptly captures this brands credo Brand is promoted by highlighting fact that it is untouched & unprocessed, with unique taste acquired over 20years of percolation

13. Distribution channel of Himalaya water They are using indirect channel distribution as they have to sell in larger geographical area- prefer 3-level/2-level channel of distribution . Manufacturer This channel is also known as the traditional channel & best suited for FMCG Products. Wholesaler Retailer Customer

14. Manufacturer Customer Today’s using 1 level channel distributional so through ecommerce platform like-Amazon, Flipkart, Big-Basket, Grofers etc. &it is quite important in today’s world where everyone is tech-savvy.

15. DIGITAL MARKETING STRATEGY India: Tata Global Beverages, company famous for memorable advertising campaigns like Jaago Re has come up with new advertising campaign for Tata Coffee brand-new instant coffee Bran Campaign include Marketing M ix- A series of disruptive web films that launch a mission to ‘ Kill Bad Coffee’  An edgy, disruptive & young-at-heart television commercial  Digital activation across social media platforms  Media & PR integration & activations A 360-degree virtual reality tour of Tata Coffee Plantations in South India–viewed 23 on Social Media or on Google Cardboard via mobile

16. Brand includes communication mix:- At the heart of this communication mix is “The Granny-The Agent of Change” She’s a trend Setter who is sure to connect with audiences of all ages thanks to her ‘swag’ & the way she communicates: Rap Music. New television commercial for this Campaign is fun & quirky & sure to keep audience hooked. The way it should be-Conceptualized by Mullen L intas, the campaign will be supported by an extensive Social Media Plan & Media integrations

17. SALES FORECAST FOR HIMALYA WATER Sales (2014) Sales (2015) Sales (2016) Sales (2017) Sales 2018 (Forecasted) by Moving Average Sales 2018 (Forecasted) Sales 2018 (Forecasted) by Exponential Soothing Method Q1 605.53 649.14 676.75 697 674.15 643.81 654.36 Q2 707.53 783.82 804.10 859 815.79 765.15 784.01 Q3 681.9 722.55 736.85 795 751.40 713.77 729.97 Q4 759.14 744.38 769.92 848 787.58 757.81 775.94 Forecasted Sales for the year = Actual Sales* L + (1-L)*Forecasted Sales of Current Year Assume=L as 0.2

18. KMO and Bartlett's Test Kaiser-Meyer- Olkin Measure of Sampling Adequacy. .716 Bartlett's Test of Sphericity Approx. Chi-Square 152.769 df 91 Sig. .002 FACTOR ANALYSIS PRICE AVAILAVBILITY PACKAGING QUALITY TASTE BRAND OFFERS