Organogram: Marketing and Health Drink

Topics: Marketing, Marketing management, Stakeholder Pages: 5 (1077 words) Published: December 16, 2011
Understanding Organization

Assignment 1

Submitted to: Prof. Madhavi Mehta

Submitted By:
Avanita Somani (P32058) Himanshu Bhardwaj (P32069) Nilesh Kumar Sharma (P32080) Supriya Bajaj (P32097) (Section B)

To establish Frostberry as a health drink and get an early mover’s advantage in the market. Business scope:
The potential applications of frostberry are immense that makes its use in the food and beverage industry very wide and prospective. Our short term aim would be to establish the frostberry as a health drink under the brand name “Frosty” and create a potential market for it. This health drink is mainly targeted towards the middle segment and upper section of the society of the age group 25 and above who are often seen complaining about hair loss, skin wrinkles, bad breath etc. Also, we plan to add vitamins and minerals in this that would further enhance its nutritional value. Initially, the product would be released in the metro cities and then later on it would be introduced in other parts of the country. Later, when the product is established in the market and people are aware of its benefits and their needs that it caters to, then we plan to venture into the pharmaceutical industry by synthesizing drugs for specific diseases using the mineral, gudstuforu. This would serve as our long term plan.

The entire process of making health drink has been divided into three main segments namely Cultivation, Processing and Marketing. 1.) CULTIVATION:

a) Land preparation for cultivation
b) Nursery Management that includes water and fertilizer application. c) Transplantation into the fields followed by weeding.
d) Proper irrigation to ensure good growth of frostberries. e) This would be followed by harvesting and collecting the fruits. f) Finally, the fruits would be stored in the warehouse.


a) The fruits would be sorted, cleaned and then graded at the time of their reception. b) This would be followed by one day storage
c) Next, pulp extraction has to be done which would also involve frequent quality checks. d) The pulp extract will then be kept in a storage tank.
e) In the storage tank, water, sugar, colours, preservatives and vitamins are added to the pulp. f) Once the mixing is done and the drink is ready, it is again subjected to quality checks. g) The pulp waste produced can be recycled and other waste produced would be sent to the waste disposal system. h) The finished product is then ready to be released in the market.

This includes three sections: Sales, Distribution and Promotion. Sales:
The focus is on the metro cities and then we plan to expand our business to other states of the country targeting middle class and upper middle class of age group 25 and above.

This includes both direct and indirect channel. Direct channel would include hospital chain and retail chains like food chains, supermarkets and big departmental stores. Indirect channel would cover state level distributors and wholesalers.

The product would be made available at kiosks, malls, high streets, schools, colleges and recreation resorts. TV commercials, try-it-out sessions, sponsorship for sports events would be other strategies. Also, advertisement on social networking sites like facebook and twitter would be of great help.

Stakeholder Analysis

Internal Stakeholders and their Expectations
Employees| Promoters| Management| Equity Shareholders| Fair and timely wages| Decent Return of Investment| Good Performance | Maximise Shareholder’s Value| Good working conditions| Brand Creation...
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