Draft:-1

Business studies project

- by Samarveer Singh

Introduction
1)Marketing management:- Marketing management involves planning, organizing,
implementing, and controlling marketing activities within an organization. It includes
analysing markets, developing strategies to promote products or services, managing brands,
executing promotional campaigns, and optimizing sales performance to achieve business
goals effectively. It's about overseeing all aspects of marketing to ensure products or services
meet customer needs and drive growth in competitive market
2) features of marketing management:-
 Market Research: Conducting research to understand customer needs, preferences, and
behaviours. This helps in identifying target markets and opportunities.

 Strategic Planning: Developing marketing strategies and plans that align with overall
business objectives. This involves setting marketing goals, defining target audiences, and
creating a roadmap for achieving those goals.

 Product Development: Collaborating with product or service development teams to

ensure offerings meet customer needs and are effectively positioned in the market.

 Branding and Positioning: Creating and maintaining a strong brand identity that
resonates with target customers. This includes developing brand messaging, logos, and other
visual elements.

My product
Juices and milkshake:- Juices and milkshakes are popular beverages enjoyed for their
refreshing and flavorful qualities. Juices are typically made by extracting liquids from fruits
or vegetables, providing essential vitamins and minerals in a hydrating form. They come in
various flavors and can be either freshly squeezed or packaged for convenience.

Milkshakes, on the other hand, are creamy and indulgent drinks made by blending milk with
flavors like fruits, chocolate, or vanilla ice cream. They offer a rich and satisfying treat, often
served cold and garnished with toppings such as whipped cream or sprinkles.

Both juices and milkshakes cater to different tastes and preferences, offering a variety of
options for enjoying delicious and nutritious beverages.
Why did I choose juices and milkshakes as my product??
I have selected this topic of juices and milkshakes after observing many topics, I felt that
juices and milkshakes are consumed by all the age groups no matter what their age is. Juices
and milkshakes are a very nutritious and tasty too.
From a long time juices and milkshakes are the fundamental needs for different vitamins that
are essential for one’s daily requirements
Merits of juices and milkshakes
 Nutritional Benefits:-Juices, especially those made from fresh fruits and vegetables,
provide a concentrated source of essential vitamins, minerals, and antioxidants.
 Digestive Ease and Cleansing:-Juices are often easier to digest compared to whole
fruits and vegetables, making them suitable for individuals with digestive issues or
those recovering from illness.
 Rich and Indulgent Taste:-Milkshakes are known for their creamy texture and rich
flavors, often incorporating ingredients like ice cream, milk, and various flavorings.
 Nutrient Density and Satiety:-Despite being indulgent, milkshakes can provide
essential nutrients such as calcium and protein from milk and ice cream.

Demerits of juices and milkshakes

 High Sugar Content:-Many commercially available juices, especially those from
concentrate or with added sugars, can be high in sugar. This can contribute to calorie intake
and potential health issues like weight gain and dental problems.
 Lack of Fiber:-Juicing removes much of the fiber present in whole fruits and vegetables.
Fiber is important for digestive health, satiety, and regulating blood sugar levels. Consuming
juice without fiber can lead to spikes in blood sugar levels.
 High in Calories and Saturated Fat:-Milkshakes are typically high in calories,
especially those made with full-fat ice cream and whole milk. They can also be high in
saturated fats, which can contribute to heart disease and weight gain if consumed in excess.
 Low Nutrient Density:-Despite containing essential nutrients like calcium and protein
from milk and ice cream, milkshakes are often consumed more for their taste and texture
rather than their nutritional value. They may not provide a balanced range of vitamins and
minerals compared to whole foods.
Competitors in the market
1)Keventers
Keventers Milkshake is an Indian milkshake brand and chain of restaurants and kiosks that
began operating in 1925. The brand mostly dissolved in the 1970s and was revived starting
in 2014. It is owned by Super Milk Products Private Limited. Keventers benefits from its
strong brand heritage, quality products, and global presence, but must navigate challenges
such as market competition and changing consumer trends to sustain growth and profitability
in the long term.
SWOT ANALYSIS:-
Strengths(S)
 Strong Brand Recognition: Keventers has a long history dating back to
1925,contributing to its strong brand identity and recognition.
 Wide Product Range: The brand offers a diverse range of milkshake Flavors, catering to
various tastes and preferences.
 Quality Ingredients: Known for using high-quality ingredients such as fresh milk and
premium ice cream, ensuring product excellence.
Weakness(W)
 Limited Menu Diversification: While milkshakes are their specialty, a potential
weakness could be a limited menu that may not appeal to all customer preferences.
 Dependence on Dairy Products: Vulnerable to fluctuations in dairy prices and supply
chain challenges associated with perishable ingredients.
 Premium Pricing: Positioned as a premium brand, which may limit accessibility to price-
sensitive consumers.
Opportunities(O)
 Health-Conscious Trends: Expanding product offerings to include healthier options such
as low-fat milkshakes or dairy-free alternatives to cater to health-conscious consumers.
 Expansion into New Markets: Further expanding into new geographical markets and
demographics to capitalize on global consumer trends.
 Online and Delivery Services: Enhancing online presence and delivery services to reach
a broader customer base and adapt to changing consumer behaviours.
Threats(T)
 Competition: Facing intense competition from local and international brands offering
similar products and experiences.
 Economic Factors: Fluctuations in economic conditions affecting consumer spending
patterns and discretionary purchases.
 Changing Consumer Preferences: Shifts in consumer preferences towards healthier
beverages or alternative treats could impact demand for traditional milkshakes.
2)The yellow straw
The Yellow Straw, a remarkable brand that has been delighting taste buds and promoting a
healthier lifestyle for the past nine years. Serving an exquisite range of juices, salads, shakes,
and nutritious meal options.

SWOT ANALYSIS: -
Strengths(S)
 Unique Branding: The name "The Yellow Straw" suggests a distinctive and memorable
brand identity, potentially standing out in a crowded market.
 Creative Flavors: Offers innovative and unique milkshake flavors that differentiate it
from competitors.
Social Media Presence: Utilizes social media effectively to engage with customers,
showcase products, and drive online orders.
Weakness(W)
 Limited Market Presence: Being a new or local brand, it may have limited awareness
and distribution compared to larger, established competitors.
 Production Costs: If using premium ingredients or unique flavors, it could lead to higher
production costs and potentially higher prices.
 Supply Chain Vulnerabilities: Relies on a local supply chain, which could be susceptible
to disruptions or seasonal availability issues.
Opportunities(O)
 Health-Conscious Trends: Expanding product offerings to include healthier options like
low-sugar or dairy-free milkshakes to cater to health-conscious consumers.
 Expansion: Opportunity to expand into new markets or locations, leveraging its unique
branding and creative flavours.
 Partnerships: Collaborating with local businesses or events to increase brand visibility
and reach new customer segments.
Threats(T)
 Competition: Facing intense competition from established milkshake chains and local
competitors offering similar products.
 Changing Consumer Preferences: Shifts towards healthier lifestyles or alternative
beverages could impact demand for traditional milkshakes.
 Economic Factors: Economic downturns or fluctuations affecting consumer spending on
discretionary items like premium milkshakes.
3) Delhi juice centre
Delhi Juice Centre is a popular establishment known for its diverse range of fresh juices
and beverages. Located in the bustling city of Delhi, it caters to a wide spectrum of
customers, from health-conscious individuals to those seeking refreshing drinks. The centre
prides itself on using high-quality fruits and ingredients sourced locally to ensure freshness
and taste.
SWOT Analysis:-

Strengths(S)
 Wide Range of Fresh Juices: Offers a diverse selection of freshly squeezed juices made
from high-quality, locally sourced fruits, appealing to health-conscious consumers.
 Established Brand Reputation: Known for providing nutritious and refreshing
beverages, with a strong customer base and positive word-of-mouth reputation.
 Central Location: Ideally situated in Delhi, attracting both local residents and tourists
seeking healthy and flavourful drinks.
Weakness(W)
 Seasonal Variability: Relies on seasonal availability of fruits, which may affect menu
consistency and availability of certain juices throughout the year.
 Dependency on Local Suppliers: Vulnerable to disruptions in the local supply chain,
impacting ingredient availability and operational consistency.
 Limited Menu Diversity: Potential need for diversification beyond juices to cater to a
broader range of consumer preferences and enhance revenue streams.
Opportunities(O)
 Health and Wellness Trends: Expanding menu to include more health-focused options
such as organic juices, detox cleanses, and functional beverages to capitalize on growing
health-conscious consumer trends.
 Online and Delivery Services: Enhancing online presence and offering delivery options
to reach a wider customer base and adapt to changing consumer behaviours.
 Expansion into New Locations: Opportunity to open new outlets in high-traffic areas or
expand into neighbouring cities to increase market reach and brand visibility.
Threats(T)
 Intense Competition: Facing competition from other juice bars, cafes, and health-focused
establishments offering similar products and services.
 Economic Factors: Fluctuations in the economy impacting consumer spending on
discretionary items like premium juices and beverages.
 Changing Consumer Preferences: Shifts towards alternative beverages or competing
health trends could affect demand for traditional juice offerings.

4)RAW
RAW Pressey is a clean-label beverage brand that delivers cold-press juices, smoothies,
soups, and nut milk to customers. RAW Pressey directly works with farmers to get the best
quality fruits, vegetables, and nuts from across the world, pack the goodness in a bottle, and
deliver it to the customers' doorstep.
SWOT Analysis:

Strengths(S)
 Health-Conscious Brand: Specializes in offering raw and organic juices, appealing to
health-conscious consumers seeking nutritious options.
 Quality Ingredients: Uses high-quality, organic produce sourced locally when possible,
ensuring freshness and nutritional benefits.
 Strong Online Presence: Utilizes effective digital marketing strategies, including social
media and online ordering platforms, to reach a broader audience.

Weakness(w)
 Higher Price Point: Positioned as a premium brand due to the use of organic ingredients
and cold-pressed methods, potentially limiting affordability for some consumers.
 Production Costs: Cold-pressed juicing process can be labour-intensive and costly,
impacting profit margins and scalability.
 Seasonal Availability: Relies on seasonal availability of organic produce, which may
affect menu consistency and supply chain management.
Opportunities(O)
 Health and Wellness Trends: Expanding product offerings to include functional
beverages, plant-based snacks, and subscription services to capitalize on growing health and
wellness trends.
 Expansion into New Markets: Opportunity to open new outlets in urban centres, gyms,
and corporate offices, targeting health-conscious professionals and millennials.
 Partnerships and Collaborations: Collaborating with health influencers, nutritionists,
and fitness experts to endorse products and expand brand awareness.
Threats(T)
 Competitive Market: Facing competition from other juice bars, health food stores, and
cafes offering similar raw and organic products.
 Changing Regulations: Adherence to strict regulations and certifications for organic
labelling and food safety standards, impacting operational costs and compliance.
 Economic Factors: Economic downturns affecting consumer spending on premium and
discretionary items like raw juices and health beverages.

5)Frozen bottle
Frozen Bottle, an Iconic Ice cream Dessert Cafe as the biggest feather in the cap, Munchbox
Frozen Foods Pvt Ltd is an emerging brand in the dessert world. The idea of the founders,
Mr Arun Suvarna & Mr. Pranshul Yadav was to create an ultimate dessert experience
keeping their customers in their hearts.
SWOT Analysis:
Strengths(S)
 Unique Product Offering: Specializes in a variety of frozen desserts including ice
creams, milkshakes, and frozen yogurt, appealing to a wide range of dessert lovers.
 Customization Options: Offers extensive customization options where customers can
create their own desserts or beverages with toppings and mix-ins.
 Youthful and Vibrant Branding: Attracts young consumers through trendy and
Instagram-worthy dessert presentations and store ambiance.
Weakness(W)
 Dependence on Dairy Products: Vulnerable to fluctuations in dairy prices and supply
chain challenges associated with perishable ingredients.
 High Operational Costs: Costly equipment and storage requirements for maintaining
frozen inventory, impacting profitability
 Health Concerns: Increasing consumer awareness of health issues related to high sugar
and calorie content in frozen desserts.
Opportunities(O)
 Health-Conscious Options: Expanding menu to include low-fat, sugar-free, or dairy-free
options to cater to health-conscious consumers.
 Digital and Delivery Services: Enhancing online presence with digital ordering platforms
and delivery services to reach a broader customer base.
 Global Expansion: Opportunity to expand internationally into markets with a growing
demand for frozen desserts and beverages.
Threats(T)
 Economic Factors: Economic downturns affecting consumer spending on discretionary
items like desserts and beverages.
 Changing Consumer Preferences: Shifts towards healthier lifestyles or alternative
desserts could impact demand for traditional frozen treats.
 Regulatory Changes: Adherence to food safety regulations and labelling requirements,
impacting operations and compliance costs.

Marketing mix
Marketing mix is the set of tools that a firm uses to pursue its marketing objectives in the
target market.It consists of the following 4 Ps:
PRODUCT
Product means goods or services or anything of kind which is offered for sale. The concept
of product restricts not only to the physical distribution but also to their benefits. The
decision in product mix includes deciding about the product's features, quality, labelling and
packaging etc.
PRICE
Price is the monetary name of the product. Price mix refers to fixing price of a particular
product. It is important to fix it properly because it has an impact on the demand for that
product.
PLACE
Place mix consists of decisions regarding channel members and the physical distribution. It
is essential to perform these activities to ensure right products to the right customers in the
right time and price in a right manner so that various types of utilities would be created in the
field of customer.
PROMOTION
It includes activities which are meant to communicate availability, features, and merits of the
product to large consumers. A firm spends substantial amount of money on promotion.

My brand
Branding:- Branding is the process of creating a distinct identity for a business in the
minds of your target audience and the general population. At its core, branding consists of a
company's name and logo, visual identity and design.
a) Brand name :- Brand name is a verbal component of a brand
My brand name is: Desi Delight
 b) Brand mark/logo:- Brand mark is the part of the brand which can be recognised
but which is not utterable/speak able

My brand mark /logo is:

c)Tagline:-They are usually short and memorable phrases that represent a business's
brand or values. Taglines are a type of slogan that remains consistent for a long period.
My tagline: where flavours meet freshness!!!
d)Trademark:- A trademark is a sign capable of distinguishing the goods or services
of one enterprise from those of other enterprises. Trademarks are protected by intellectual
property rights.
The trade mark sign:

Packaging:-Packaging can be described as a coordinated system of preparing goods for

transport, warehousing, logistics, sale, and end use. Packaging contains, protects, preserves,
transports, informs, and sells. In many countries it is fully integrated into government,
business, institutional, industrial, and for personal use.
Our offline outlets will offer juices and milkshakes in glass/hard plastic bottles
 Paper cups for instant consumption
 Glass bottles for take aways and for aesthetics
 Plastic bottles if the customer wants to opt for a cheaper alternative’
 There will be Tetra packs for 1L of juice
Glass bottle Papper cup Tetra Pac Plastic bottle

Features
 Desi Delight is the only firm to sell fruit juice and milkshakes made up of fresh fruits
and innovative ideas.
 Our company offers fruit juices made up from fresh fruits brought directly from the
farmers.
 The milkshakes have a diverse option from which the customers can choose the
ingredients that they want in their drink.
 No harmful chemicals are involved while making the drink
 We offer the best price and taste in the market making it an affordable choice for
people.
 Promises hygiene and sanity to customers.

Pricing
Pricing strategy in marketing aims to maximize profitability by setting competitive prices
based on production costs and market demand. Strategies like premium, penetration, and
dynamic pricing adapt to market conditions. Cost considerations cover production,
distribution, and marketing expenses. Promotions such as discounts and bundling drive sales,
while adherence to legal and ethical guidelines ensures fairness and transparency.
The price at our outlets will be:-

 89 to 129 for juices/milkshakes in Paper cups

 119 to 169 for juices/milkshakes in Plastic bottles
 149 to 199 for juices/milkshakes Glass bottles
 249 to 299 for juices/milkshakes in the 1L Tetra Pac
Note:- these prices are just an estimate will vary on the supply of the raw
material and will vary for all the orders as extra customisation will cost
extra to the customer.
Labelling
Labelling in marketing involves the design and information on product
packaging, conveying details like ingredients, nutrition facts, and usage
instructions. It ensures compliance with regulations while enhancing consumer
understanding and aiding informed purchasing decisions. Labels also serve to
strengthen brand identity through consistent branding elements and communicate
product benefits effectively in competitive markets.

Transportation and warehousing

Transportation :- Transport refers to any activity that facilitates moving people
and goods from one place to the other place. It is considered an auxiliary to trade
in the businesses. This means that it aids trade and industry by transporting raw
materials, production, and distributing finished goods for consumption.
our company will directly get in touch with farmers producing the fruits and buy
directly from them to reduce the cost and increase the profit. We will try to use
local transporters so that it would cost less in transportation, once the firm starts
earning profits we will switch to personal transport.
Warehousing:- Warehousing is the act of storing goods that will be sold or
distributed later. While a small, home-based business might be warehousing
products in a spare room, basement, or garage, larger businesses typically own or
rent space in a building that is specifically designed for storage.
The measures which will be followed by our company are:

 Hygiene and Cleanliness: Maintain strict hygiene standards to prevent

contamination. Regular cleaning schedules, pest control measures, and proper
waste disposal are essential.

 Packaging Materials: Allocate space for storing packaging materials such as

bottles, caps, labels, and boxes. These should be kept in a clean and organized
manner to streamline production.

 freshness:- we will ensure that the stock of fruits that we use is fresh and it
changed daily we will buy limited stock on the basis of our daily sales and if the
stock is not exhausted by that day itself then we will feed the poor people in the
locality.
Channel of distribution
A distribution channel is the network of businesses or intermediaries through
which a good or service passes until it reaches the final buyer or the end
consumer. Distribution channels can include wholesalers, retailers, distributors,
and even the Internet.
We will get the raw materials from the farmers i.e. fruits. And the other essentials
from wholesale markets. We will promote our brand on social media by
circulating Ads on Instagram and Google along with the online food delivery
apps such as Swiggy and Zomato. We will run good discounts keeping our profits
in mind to get that starting boost of sales and the customer base this will help us
to build our initial grab on the market. We will also ensure that our price is not to
high and affordable for the customers. The customers will also get a choice to put
their favourite ingredients in their drink, this will help us to attract more
customers and there are not much brands that offer this type of service.
Permission and licencing
FSSAI enumerates the licensing conditions for the food businesses or any other
food there are licensing tools and regulations under the FSSAI Act 2006
Patient registration rights are given by the government to the Employees for
having innovative products no company can copy design, etc. If the company's
product is protected through patient, then the company has to pay fees to the
registrar on timely basis till the time the company wants to hold the patient rights
with themselves
Trademarks is a part of the brand that is given by the legal protection is called
Trademark the company has to give the list of brand names for which it needs
Trademark out of which only one of the name is elected out of the list. Many
aspects of the brand image can be registered as a Trademark The aspect which is
considered the one that stands out in the market.
Trademark owner can be an individual business organisation or any legal identity a
Trademark may be located on a package. a label. a voucher or the product itself trademarks
used to identify services and sometimes called service mark.

Unique selling point (USP)

Desi Delight is the only firm to sell fruit juice and milkshakes made up of fresh fruits and
innovative ideas. Our company offers fruit juices made up from fresh fruits brought directly
from the farmers which makes our drinks fresh and healthy. The milkshakes and the juices
have a lot of options for the customers to choose from still if the customer does not find
his/her favourite combination, we have an option to choose you ingredients and make your
own customised drink which makes us as an unique brand thus helps us to stand out from all
of our competitors. No harmful chemicals are involved while making the drink. We offer the
best price and taste in the market making it an affordable choice for people. Promises
hygiene and sanity to customers. We will run discount on the opening week to attract and
build a customer base and continue to come up with new schemes to keep the attracted.

SWOT ANAYLSIS OF Desi Delight

Strengths(S)
 Unique Product Offering: Specializes in a variety of frozen desserts
including ice creams, milkshakes, and frozen yogurt, appealing to a wide
range of dessert lovers
 Customization: Offering customization options where customers can
create their own blends or choose from a variety of Flavors and ingredients.
 Quality Ingredients: Uses high-quality, organic produce sourced locally
when possible, ensuring freshness and nutritional benefits
Weakness(W)
 Small scale: our business is a small start up that tends to compete with the
brands that have the maximum market share in the field.
 Market share: there are already big brands with major market share. We
have to make a space in the market and try to survive in the initial stage.
 Brand Awareness: Building initial brand recognition and establishing trust
in a competitive market dominated by established brands.
Opportunities(O)
 Digital and Delivery Services: Enhancing online presence with digital
ordering platforms and delivery services to reach a broader customer base
 Event Catering: Tapping into catering opportunities for events, offices,
and special occasions with customized juice and milkshake packages
 Location: Opportunity to open outlet in high-traffic areas to increase
market reach and brand visibility.
Threats(T)
 Competition: Facing intense competition from local and international
brands offering similar products and experiences
 Technological Changes: Rapid advancements in technology may require
investments in new equipment or processes to stay competitive or comply
with industry standards.
  Rising Costs: Fluctuations in costs of raw materials, packaging, and
utilities can affect profit margins, especially for a startup with limited
economies of scale.
Conclusion
By undertaking this project I learnt about the process of marketing mix. I have
learnt to take the decisions of 4P's of marketing, packaging, promotional policy
and labelling of my product. These are the things from which I have gained a lot
of information:-

 Gathering information and analysing the market

 Have to design a product
 Branding, labelling and Packaging of a product
 Pricing of a product
 Marketing and promotion of a product, etc

Bibliography
 Business studies class 12 Poonam Gandhi
 Class 12 Business studies NCERT book
 Slide share
 Investopedia
 Mind tools
 Marketing target
 YouTube
 Adobe photoshop (logo and packaging)

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