HAMDARD

Hamdard building, Asaf ali road, New Delhi

Project Title :- Designing a Marketing Plan for

Hamdard Juice Segment considering 4P’s of
Marketing Mix.
Submitted to :
Industry Guide : Mr. Akshay Vasishta Sir.
(AGM Marketing, Product Head)
Internal Guide : Prof. Navjyoti Singh Negi.
(Asst. Dean Academics)
Submitted by :
Ahtesham Ahmed Siddiqui. (Marketing Intern)
Introduction
First of all, I did the competition analysis of the juice segment considering top
brands. The analysis undertook many variables for studies and derived many key
findings.
On the basis of the analysis and key findings on various parameters, I am designing
a holistic marketing plan for the Hamdard Juice Segment under the light of
Marketing Mix.

Marketing Mix

Marketing Mix is a set of marketing tools or tactics, used to promote a product or

services in the market and sell it. It is about positioning a product and deciding it to
sell in the right place, at the right price and right time. The product will then be
sold, according to marketing and promotional strategy. The components of the
marketing mix consist of 4Ps Product, Price, Place, and Promotion. In the business
sector, the marketing managers plan a marketing strategy taking into consideration
all the 4Ps. However, nowadays, the marketing mix increasingly includes several
other Ps for vital development such as;
● People
● Process
● Physical Evidence
Product in Marketing Mix:
A product is a commodity, produced or built to satisfy the needs of an individual or
a group. The product can be intangible or tangible as it can be in the form of
services or goods. It is important to do extensive research before developing a
product as it has a fluctuating life cycle, from the growth phase to the maturity
phase to the sales decline phase. A product has a certain life cycle that includes the
growth phase, the maturity phase, and the sales decline phase. It is important for
marketers to reinvent their products to stimulate more demand once it reaches the
sales decline phase. It should create an impact in the mind of the customers, which
is exclusive and different from the competitor’s product.
Price in Marketing Mix:
Price is a very important component of the marketing mix definition. The price of
the product is basically the amount that a customer pays for to enjoy it. Price is the
most critical element of a marketing plan because it dictates a company’s survival
and profit. Adjusting the price of the product, even a little bit, has a big impact on
the entire marketing strategy as well as greatly affecting the sales and demand of
the product in the market. Things to keep on mind while determining the cost of
the product are, the competitor’s price, list price, customer location, discount,
terms of sale, etc.,
Place in Marketing Mix:
Placement or distribution is a very important part of the marketing mix strategy.
We should position and distribute our product in a place that is easily accessible to
potential buyers/customers.
Promotion in Marketing Mix:
It is a marketing communication process that helps the company to publicise the
product and its features to the public. It is the most expensive and essential
component of the marketing mix, that helps to grab the attention of the customers
and influence them to buy the product. Most of the marketers use promotion tactics
to promote their product and reach out to the public or the target audience. The
promotion might include direct marketing, advertising, personal branding, sales
promotion, etc.
The above P’s are the crux of marketing and the success or failure of any product
is solely dependent upon these four decisions.
Whenever we design 4 P's of Marketing in fact through that, the Marketer tries to
solve the customer's problem by introducing 4 A’s of marketing relating to
Product, Price, Place and Promotion;
 1. Product decision solves the problem of - Acceptability of the Product.
2. Price decision solves the problem of - Affordability of the Product.
3. Place decision solves the problem of - Availability of the Product.
4. Promotion decision solves the problem of - Awareness of the Product.

Note - I am designing a suggestive marketing plan for Hamdard Juice Segment based on
marketing standard frameworks, competition analysis and assistant industry guide.

Marketing Plan for Hamdard Juice Segment

1. Product Decision
For suggesting the Product decision for Hamdard Juice Segment, it is required to
define the things as follows.
● Customer value proposition ?
● Target market ?
● Product variant ?
● Product pack size ?
● Product personification ?
● Branding ?
● Positioning ?
● Packaging ?
● Labelling ?
● Customer support service ?
● Product Marketing Ethics ?

Customer value proposition ?

Hamdard always develops innovative and natural product solutions for the masses.
Hamdard always dominates the market with their products e.g Roohafza , Safi etc.
The brand is trusted by millions of customers and it becomes the responsibility of
the organisation to maintain the trust.
Hamdard can take the advantages of Halo effect by introducing the juice brand and
the CVP will be

Value = Benefits - Cost (price excluded)

The Hamdard CVP will be the Natural, Pure & Trusted juice. With this CVP the
brand can set their value proposition among the customer.
Hamdard Juice will provide three values to their customers are as follows;

● Quantified value: The benefits provided by Hamdard Juice products to

their target market. Hamdard will solely focus on the values such as
emotional value, economic value, symbolic value as well as its functional
value.
● Differentiation: Why should customers buy the hamdard juice instead of
the available options? We will define the unique selling proposition such as
the Natural, Pure & Trusted juice.
● Relevance: it starts from identifying the customer’s needs and selecting the
target market to cater their needs.

Target market ?
As per the industry guide Hamdard wants to launch its juices Pan India so the
segmentation will be based on that.

1. Primary Market
❖ Kids
❖ Teens
❖ Youth
❖ Working People
❖ Housewives
❖ Elderly People

2. Secondary Market
❖ Travel Industry : such as Airlines, Railways & Local transport.
❖ Recreational
 ❖ Movie theatres , Malls & Amusement Parks
❖ Hotels, Restaurants & Bars.

Product variant ?
For the initial launching l would suggest that Hamdard should go with Eight
Flavors and later on they can add more flavours after the market response.

1. Hamdard Mixed Juice.

2. Hamdard Orange Juice.
3. Hamdard Guava Juice.
4. Hamdard Pomegranate Juice.
5. Hamdard Mango Juice.
6. Hamdard Apple Juice.
7. Hamdard Litchi Juice.
8. Hamdard Pineapple Juice.

:-These are the best selling flavours among all the present flavours. People often
buy these flavours according to the consumer and trade study on key parameters of
the juice segment, the most selling flavour is mixed followed by orange & guava.
The product availability of these flavours are very high at the store compared to
others flavours in specific juice segments.
Note : Hamdard has a very competitive hold on its star product Roohafza so that
hamdard can also add some fusion flavours with Roohafza that will give an immense
response from the consumers.
Product pack size ?
Remember, it's crucial to conduct market research, by gathering feedback from
your target consumers, and analyse the competition to determine the optimal pack
sizes for Hamdard juices. Additionally, considering the regional preferences, local
market dynamics and competition.
I would like to suggest Hamdard to consider three preference or intensity of
consumers to buy the juices are as follow;
 1. Single-Serve Packs: Consider offering small, single-serve packs for on-the-
go consumption. These could range from 180ml to 200ml. Single-serve
packs are convenient and appeal to consumers who want a quick and
refreshing drink without the need for storage or sharing.
2. Family Packs: Offer larger pack sizes for families or households. This could
range from 1 litre to 2 litres, depending on consumer demand and pricing
considerations. Family packs are suitable for those who consume larger
quantities of juice and prefer to have a stock at home.
3. Bulk Packs: For institutional buyers, restaurants, or caterers, offering bulk
packs can be beneficial. These could range from 5 litres to 20 litres,
depending on the scale of their operations.

Product personification ?
Personifying a brand can create a relatable and engaging identity for consumers.
For the Hamdard juice brand, i would suggest following personification:
“Sports Personality”

Sportsmen or women can create the vibrant and energetic nature of Hamdard
juices. He or she is depicted as a charismatic and health-conscious individual who
is always brimming with enthusiasm. Sports personality represents the brand's
commitment to using fresh and natural fruit to create delicious and nutritious
juices.
Sportsmen or women are health enthusiasts who love to stay active and embrace a
balanced lifestyle. They are passionate about spreading the joy of healthy living
and encourage others to incorporate Hamdard juices into their daily routines.
Sports personifies the brand's dedication to promoting wellness and vitality.
Through Sports persona, Hamdard juices can establish a friendly and approachable
image, connecting with consumers on a personal level.

Branding & positioning?

Brand Name: "Harmony Juices"
Tagline: "Nourish Your Mind, Body, and Soul"

Positioning: Position Harmony Juices as a natural and trustworthy brand that

focuses on providing wholesome and nutritious juices. Emphasise the use of fresh,
high-quality fruits, ingredients and traditional recipes to create a unique and
delightful taste experience.
Remember, branding is an ongoing process that requires consistent messaging,
visual identity, and customer engagement. It's important to continuously adapt and
evolve the brand strategy based on market feedback, consumer preferences, and
industry trends.

Packaging ?
When considering the packaging for Hamdard juice segment, it's essential to
prioritise functionality, visual appeal, and brand recognition.

● Tetra Pack Design: Opt for a sleek and ergonomic tetra design that is easy to
hold and pour. Create an appetising visual appeal. The pack should be
available in various sizes, catering to different consumer needs.
● Packaging Material: Consider using sustainable packaging materials that
align with the brand's commitment to the environment. Explore options like
recyclable or biodegradable materials, ensuring that the packaging reflects
the Hamdard brand's values of health and sustainability.

● Tamper-Proof Seal: The packaging includes a tamper-proof seal to maintain

product integrity and reassure consumers of the freshness and safety of the
juices. This seal could be a tear strip or a cap seal that breaks upon opening,
indicating that the product is untouched.
● Informational Elements: Include important product information on the
packaging, such as nutritional details, ingredients, manufacturing date,
expiry date, and certifications.
 ● Secondary Packaging: Consider using secondary packaging, such as
cardboard boxes or packs, for bulk or multiple bottle purchases. The
secondary packaging can reinforce the Hamdard brand's visual identity and
provide additional information or branding elements.

Labelling ?
Labelling for Hamdard Juice Brand:

Brand Name and Logo: Hamdard Juice brand name prominently on the label,
ensuring it is easily readable. Use a font style that reflects the brand's personality
and values. Incorporate the Hamdard logo alongside the brand name to enhance
brand recognition and trust; these are suggested points which should be taken care
of while labelling.

1. Juice Flavour: Clearly indicate the juice flavour on the label, using bold and
legible text. Highlight the flavour using vibrant colours that correspond to
the fruit or flavour profile of the juice. This helps consumers quickly identify
their preferred flavour.
2. Product Description: Include a concise and enticing product description that
conveys the unique features and benefits of the juice. Emphasise the use of
fresh, natural ingredients, and any specific health benefits associated with
the juice. For example, "Made with 100% natural oranges for a refreshing
boost of Vitamin C."
3. Nutritional Information: Provide a comprehensive nutritional panel that
includes information about calories, carbohydrates, sugars, proteins, and any
essential vitamins or minerals present in the juice. This helps health-
conscious consumers make informed decisions about their dietary choices.
4. Ingredients List: Clearly list all the ingredients used in the juice, in
descending order of quantity. Use easy-to-understand language and avoid
artificial additives or preservatives to maintain the brand's commitment to
natural and healthy ingredients.
 5. Allergen Information: Clearly state if the juice contains any common
allergens like nuts, soy, or gluten. This information is essential for
individuals with specific dietary restrictions or allergies.
6. Serving Suggestions: Include serving suggestions or creative recipe ideas on
the label to inspire consumers to experiment with the juice.
7. Manufacturing and Expiry Dates: Display the manufacturing and expiry
dates on the label

Customer support service ?

To provide excellent customer support for the Hamdard Juice brand, i world
suggest to implement the following service components:

1. Customer Service Channels: Hamdard can offer multiple channels for

customers to reach out for support, including a dedicated customer service
hotline, email support, and a live chat feature on their website. This ensures
that customers can choose the most convenient method of communication.
2. Knowledgeable and Friendly Staff: Hamdard support team should be
knowledgeable about the Hamdard Juice products, ingredients, flavours, and
any relevant health benefits. They should also possess excellent
communication skills and a friendly demeanour to provide a positive
customer experience.
3. Timely Responses: i would suggest hamdard to give a time bracket for query
resolve. This helps build customer trust and satisfaction.
4. Complaint Resolution Process: Hamdard should follow a structured process
for handling customer complaints or issues. By providing training for the
customer support team on how to handle difficult situations with empathy
and professionalism. Implement a system for logging and tracking customer
complaints to ensure timely resolution.
5. Social Media Engagement: I would suggest Hamdard to have their eye
opening presence at social media to Monitor and engage with customers
through social media platforms where they may reach out for support or
share feedback. Respond to comments, messages, and reviews in a timely
 manner, showing that you value their input and are committed to addressing
their concerns.
6. Feedback Collection: Regularly seek customer feedback through surveys,
feedback forms, or online reviews. Analyse the feedback to identify areas for
improvement and make necessary adjustments to enhance the overall
customer support experience.

By implementing these customer support service components, Hamdard Juice can

provide a positive and responsive experience to customers, building loyalty and
establishing a strong brand reputation.

Product Marketing Ethics ?

Product Marketing Ethics for Hamdard Juice Brand; the below suggested points
should be taken into consideration while marketing the Hamdard juice product.

1. Transparency: Hamdard will Ensure transparency in all marketing

communications and avoid making false or misleading claims about the
Hamdard Juice products. Provide accurate and truthful information about
ingredients, health benefits, and nutritional content.
2. Honesty: Uphold honesty and integrity in product marketing. Avoid
deceptive tactics or exaggerated statements that may mislead consumers.
Clearly communicate the limitations or potential side effects, if any, of the
products.
3. Authenticity: Emphasise the brand's authenticity and commitment to quality.
Clearly convey the brand's heritage, traditional recipes, and natural
ingredients to establish trust with consumers.
4. Health Claims: Make health claims responsibly and adhere to regulatory
guidelines. Ensure that any health claims made about the products are
supported by scientific evidence and approved by relevant authorities.
5. Social Responsibility: Promote social responsibility by aligning with
sustainable practices and contributing to the community. Consider using
eco-friendly packaging materials, supporting local farmers, or participating
in initiatives that promote environmental conservation.
 6. Cultural Sensitivity: Be mindful of cultural sensitivities and avoid any
marketing practices that may offend or disrespect particular cultural or
religious beliefs.
7. Responsible Advertising: Adhere to advertising standards and guidelines set
by relevant authorities. Avoid any form of false, misleading, or manipulative
advertising practices.
8. Customer Feedback and Complaints: Actively listen to customer feedback
and address complaints promptly and courteously. Use feedback as an
opportunity for improvement and continuously strive to enhance the quality
of products and services.

By adhering to these product marketing ethics, Hamdard Juice can build a strong
reputation for trust, integrity, and social responsibility. These ethical practices will
not only benefit the brand's relationship with consumers but also contribute to the
long-term success and sustainability of the business.

Conclusion

In conclusion, the product decisions for the Hamdard Juice brand have been
carefully considered to align with market demands, consumer preferences, and
ethical considerations. By offering a variety of pack sizes, including single-serve,
family, variety, and bulk packs, Hamdard Juice can cater to diverse consumer
needs and enhance convenience for different occasions. The introduction of the
personification "Sports Personality" adds a relatable and engaging element to the
brand, emphasising the vibrancy and commitment to well-being. The branding as
"Harmony Juices" inculcate the brand's focus on wholesome and natural
ingredients, while the tagline "Nourish Your Mind, Body, and Soul" conveys the
brand's dedication to holistic wellness. Ethical marketing practices, such as
transparency, honesty, and social responsibility, have been integrated into the
product decisions to build trust and ensure consumer satisfaction. With these
considerations in mind, Hamdard Juice is poised to establish itself as a reputable
and consumer-centric brand in the competitive juice market.