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Marketing Mix for Women's Health Drink in Kolkata

In: Business and Management

Submitted By kinshu321
Words 3758
Pages 16
Marketing Mix for ‘FACTOR W’ – A health drink for women
Project report submitted for partial fulfilment of the Marketing Management (MK-101) course work under Prof. Krishanu Rakshit

Submitted by
Section A
Group: 2

Table of Contents

Introduction | 3 | Scope, Definition and Analysis | 4 | Scope of project | 4 | Details of questionnaire | 5 | S-T-P analysis | 6 | Competitor analysis | 10 | Recommendations and Discussion | 12 | 4Ps: Product | 12 | 4Ps: Price | 13 | 4Ps: Place | 13 | 4Ps: Promotion | 15 | Conclusion | 17 |

Introduction
As people are becoming more health-conscious, supplementing dietary needs with health drinks has become the norm. Hence, there is a large scope of health drinks business in the present world. There are various big brands in this business area, for example, Bournvita, Horlicks, Complan, Boost etc. These brands have to innovate continuously in terms of their marketing mix (product, price, place and promotion) to sustain their businesses and to grow their market share. The importance of each marketing mix in respect of health drinks has been stated as follows: * Product The health drink should have such ingredients that are the potential requirements of a particular market segment. For example, health drinks for children should be rich in calcium as calcium is necessary for the development of strong bones. On the other hand, health drinks for a pregnant woman should be like a package complete in all types of nutrition. Hence the health drink (product) should be designed on the basis of the market segment which is planned to be targeted. * Price The price of health drink is also an important market mix which should be thought of thoroughly. Again, it depends on the...

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