Team Members

Anil A M Hulas Neha Nithya Rachna Rohit Rajiv

Segmentation and Targeting

Geographic Cities and Semi-Urban Areas Demographic Income: Middle and high income group. Education: Literate Psychographic Life style - Outdoor & sports oriented. Values Belief that mineral water is healthy.

Segmentation
Behavioural Occasions - Parties , meetings and travelling. Benefits - Safe & Secure. User status - Regular user & potential user.

Targeting
Institutional Customers
Restaurants, Commercial complexes Service Industry: Airlines, Railways, Corporates Spas and beauty markets.

Consumer Segment
People who are willing to pay a higher price to drink mineral water.

Positioning and Differentiation

Positioning:
People consume mineral water not for mineral but for safety. Basic Necessity, Quench your Spirit with Mountain Freshness .

Differentiation:
Packaging available from 200ml to 2ltrs bottles. For bulk, new packaging of 35ltrs and 50ltrs for commercial purposes.

4 P s of Meakin s Mineral Water

Product & Price
Segment
Popular
Meakin s 200ml Meakin s 500ml Meakin s 1 litre Meakin s 2 litres 4.00 9.00 16.00 30.00

Price (`)

Bulk
Meakin s 5 litres Meakin s 35 litres Meakin s 50 litres 72.00 490.00 680.00

4 P s of Meakin s Mineral Water

Place
Cities of Karnataka: Bangalore, Mysore, HubliDharwad, Belgaum

Promotion
News Papers, TV Channels, Radio Channels Free Distribution of water bottles in busy streets.

Radio Advertisement
Radio Mirchi: ` 1000 per 10 seconds Radio City: ` 500 per 10 seconds Broadcasting: 9 am to 9 pm No. of times a day: 11 times Total cost for 3 months: `16,38,000

Daily News Papers

News Papers: Indian Express, Deccan Herald, Prajavani, Hindu Total Advertisement Cost: `50,38,200 /-

Television Advertisements
Zee Kannada: `14,000 per 10 seconds Broadcasting: During prime time No. of times a day: 5 times Only for one month. Total cost = `22,50,000/-

Hoardings
No. of hoardings: 3 3 locations:
Church Street, opp. Amoeba Chandrika Hotel, Cunningham Road Marathalli, ITPL

Duration: 1 month Total Amount: `2,85,000

Personal Promotions
Free samples of 500 ml water bottles at key locations
Outside Chinnaswamy Stadium before and after match. Outside hospitals, schools, grounds. Distribution of fliers containing information of other non-alcoholic products of Mohan Meakin.

Personal Promotions
Distribution of fliers containing information of the alcoholic products of Mohan Meakin at places like
Commercial Areas: MG Road, near bar & restaurants Corporate campus.

Personal Promotions
3 key areas selected
Commercial Areas: MG Road, Malleswaram, Jayanagar. IT hubs Schools, Colleges, Hospitals, Events (if any)

3 days a week (afternoons) and 30 representatives. Salary for 30 reps = `1500 x 30 x 12 days = `5,40,000

Cost Sheet
Sl. No. 1 Radio Mirchi 2 Radio City 3 Newspapers 4 Television Advertisement (Zee Kannada) 5 Personnel Promotions 6 Free Samples TOTAL Budgeting Amount (`) 10,92,000 5,46,000 50,38,200 22,50,000 5,40,000 4,50,000

99,16,200