1. MARKETING ASSIGNMENT Submitted by: Sumit Ghosh MBA 2 nd Sem Roll No- 27

2. Company name : ARATI BEVERAGES Product name : Purity drinking water Mission statement : “ Promising to provide safe drinking water. ”

3. The world is changing all around us & to continue to thrive as a business over the next ten years and beyond, we must look ahead, understand the trends and forces that will shape our business in the future and move swiftly to prepare for what's to come. It creates a long-term destination for our business and provides us with a "Roadmap" for sustaining in the market. Our Mission: Our Roadmap starts with our mission, which is enduring. It declares our purpose as a company and serves as the standard against which we weigh our actions and decisions. To refresh the world. To inspire moments of optimism and happiness. To create value and make a difference.

4. Our Vision : Our vision serves as the framework for our Roadmap and guides every aspect of our business by describing what we need to accomplish in order to continue achieving sustainable, quality growth. People: Be a great place to work where people are inspired to be the best. Portfolio: Bring to the world a portfolio of quality drinking water brand that satisfy people's desires and needs. Partners: Nurture a winning network of customers and suppliers. Planet: Be a responsible citizen that makes a difference by helping build and support sustainable communities. Profit: Maximize long-term return to shareowners while being mindful of our overall responsibilities. Productivity: Be a highly effective, lean and fast-moving organization.

5. Our Values : Our values serve as a compass for our actions and describe how we behave in the world. Leadership: The courage to shape a better future. Integrity: Be real. Passion: Committed in heart and mind. Diversity: As inclusive as our brands. Quality: What we do, we do well. Focus on the Market : Focus on needs of our consumers, franchise partners, possess a over all view & focus on execution in the marketplace every day. Work Smart : Act with urgency & remain responsive to change. We have the courage to change course when needed & remain constructive & work efficiently.

6. MARKETING STRATEGY: It is a complete and an unbeatable plan designed specifically for attaining the marketing objective of a firm. The marketing objective indicate what the firm want to achieve. 1. Price based marketing strategy. 2. Differentiation based marketing strategy. PRICE BASED MARKETING STRATEGY: In price based marketing strategy the price plays an important role to thrive in the competitive market. The price of the product is set to suit the varying competitive demands. Benefits of early entry in a large market build over a time provides freedom in the matter of pricing but after producing a particular product and getting stuck in the face of the competition, one can not successfully opt for a price led strategy. THE DIFFERENTIATION BASED STRATEGY : Marketing strategy based on differentiation works on the principle that any aspect of the offer and any activity of the firm can be made distinctive compared with the others. Right from technology, plant location to post sale and service a company can perceptibly differentiate.Companies usually choose those functions, Which give them the greatest relative advantage.

7. Different firms adopts different strategy stances as their situational design: Offensive Strategy : Offensive Strategy is a strategy of aggression. A firm that is not presently the leader usually employs it, but it aspires to leadership position in the Industry. Defensive Strategy: The leader who has the compulsion to defend his position against the confrontation of powerful existing competitors or to dislodge the leader from his topmost position usually employs it. Niche Strategy: A firm practicing the niche strategy neither confronts other nor defends itself. It cultivates a small market segment for itself with unique products / services supported by a unique marketing mix.

8. FORMULATING THE MARKETING STRATEGY: Formulating the marketing strategy consists of two main steps- 1.Selecting the target market: Selecting the target market is the most important part in strategy formulation. When the selection of the target market is over an important part of the marketing strategy of the firm is already determined, defined and expressed. 2.Assembling the marketing mix: Assembling the marketing mix means assembling the four P’s of marketing in the right combination. The firm has to find out how it can generate the best sales and profit. It plans different marketing mixes with varying levels of expenditure on each element and tries to figure out the effectiveness of each combination in terms of the possible sales and profit.

9. MARKETING MIX : PRODUCT: The main product of the company is the drinking water by the name of purity drinking water,has become a perfect synonym of the drinking water for the consumers. The main challenge facing the company is that there is no scope of invention and innovation in the product, which can be added as the additional benefits of the product. It is just water after all. This is what the Indian customers think of the bottled water. PLACE: Place stands for the company activities that make the product available to the target customers. To make the product available to the target consumers a good distribution network has to be there to support the good quality of the product.

10. PRICE: Price is the amount that consumer exchange for the benefits of having or using the product. Price is the only element in the marketing mix that produces revenue. In India, where the majority of the population comprise of the middle-income group and lower income groups it is not hard to understand that pricing is one of the most important factor in the buying decision. Our company is following a very aggressive pricing. The products are available at a very reasonable price. 1 Liter Rs. 10/- 2 Liters Rs. 20/- 5 Liters Rs. 40/- 20Liters Rs. 100/- PROMOTION: Modern marketing calls for more than just developing a good product, pricing it attractively, and making it available to the target customers, companies must also communicate with their customers. A Company’s total marketing communications program- called its Promotion Mix consists of specific blend of advertising, personal selling, sales promotion, and public relations tools that the company uses to pursue its advertising and marketing objectives.

11. ADVERTISING CAMPAIGN: While designing the advertisement campaign, it is necessary to keep in mind the opinion leaders. Youth are the opinion leaders of the present time. And thus it becomes necessary to design the campaign keeping the youth in mind. The opinion leaders would further move down the message to the less active members of the society. This is exactly what we are doing. We have started an advertisement campaign stressing the point of purity and about the patent right the company has over the breakaway seal. The company has tried to put the message across louder, by using the ad campaign that catches the eye of everyone, specially the youth.

12. PACKAGING AND DISTRIBUTION: PACKAGING: Variety is spices of life. Today for any business organization to be successful it has to provide its customer with the differentiated product that is a value buy for them. In order to cater to the changing needs of the customer the business has to continuously come out with the variants of the products so that it can target the maximum segments.Today our company is offering a variety of packaging options like: 1 lit, 2 lit, 5 lit, 20 lit. DISTRIBUTION: It’s obvious that availability holds the key to the market.For any product to be successful the distribution system has to be really good. Our strategy is to build a direct distribution system at an all India level. In company owned trucks and carts, this would make it the largest fleet owner in the country. We are planning to have our own distribution network in places where we have our plant.

13. THANK YOU