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PRODUCT LAUNCH Evaluation of idea

People say MITTHA KHAOMITTHA BOLO.This fact is true. Science has proved that a person who eats sweet talks sweet. So people are under the impression that one must have a sweet diet in morning Henceforth a touch of sweet is important in Breakfast. People in morning prefer paroothas,dosas,idilee, but many of them prefer to have light breakfast such as bread-butter,sandwichis or jambreads.. According to the scientific research one prefers jam-bread in morning because its healthy as well as easy to prepare Jam is one of the most used ingredients for breakfast around the world. Jam can be prepared from different fruits nutritious for health. After a research we got an extract that people were tired of consuming the same jam every day. Here we concluded with an idea of TRIO pack jam. A jam which contained 3 different flavors in a single container. So customers can prefer any jam at a time.. But here in India there are very few flavors of found. People are only habitual to normal jams. The demand for regular flavor of jams is also not very high as Indians are habitual to different varieties of every item. Therefore we decided to come up with different flavors of jams.

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We have an idea; we have the power to give it a picture, But the way was missing, that will get us there. The present is a product of the past But on the contrary It is also the seed for future So to obtain a way we had the core study about jams from all the past surveys to bring up a new delicious product, hence for making our product successful the following objectives were been adapted. Objectives i.e. the goals to be achieved which will help us give our idea a practical importance and valuable position in the market. These objectives will give us the way to reach the desired goals... Thus keeping in mind all the aspects of our idea we came up with the following objectives: To provide quality products To shift the preference of people to our product To be a good challenger for the existing brands in the market To build up good strategies for promotion. To create a new image of cheese along with different flavors unfamiliar to people.

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Hence we desired to surge together to post an exemplary performance reflecting our burning desire to excel in the field of manufacturing jams and also promoting it to International level.

Here we presents,,,

JAMYLICIOUS !!!
Individuality is what makes each one of us special and unique having choices to match every taste is what we hope for, and fortunately you will have more choices than you can imagine in the types of jams available. There are hundreds of types of jams available from all over the world and if you are a jam lover you will delight in the huge variety of tastes that are available to tempt your palate and tantalize your taste buds

MARKETING

PRODUCT LAUNCH The inside story of Jamylicious pvt.ltd


Type Private

Founded

2010

Headquarters

404, Rivanjani complex, Khattrer road, Bandra, Mumbai-400 075, India.

Manufacturing unit

W-20(c), additional ambarnath m.i.d.c. ambarnath

Key people VARUN ASHHPLAY (founder) NIKITA JAISINGHANI (chairman) JAYA DUSEJA (m.d) MAMTA KARIRA (b.o.d) KAMLESH CHOWDHARY (b.o.d) JEETU DAYANI (h.o.d) Industry FMCG

Products

Jam with different flavors

Website

www.jamylicious.com
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PRODUCT LAUNCH INVESTMENTS

PARTICULARS LAND MACHINERY COLD STORAGE TRANSPORTION VEHICLES WAREHOUSES ADVERTISEMENT NEWSPAPER RADIO BANNERS TELEVISION FREE SAMPLES LEGAL CHARGES RAW MATERIALS PACKAGING COMPUTERS SALARIES POWER OFFICE EXPENSES RESERVES TOTAL

AMOUNT(Rs.) 10000000 5000000 1800000 2500000 2000000 50000 40000 25000 400000 10000 250000 2500000 200000 100000 400000 100000 200000 900000 26475000

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PRODUCT LAUNCH Legal formalities


For setting up business, several legal formalities are involved. In jam manufacturing unit also it involves certain legal formalities and license need to be taken from FDA (Food and Drug Administration). First they inspect the specifications of our product, and then they lend the license which is valid for 10 years and every year they inspect the business proceeds. The brand name of our product need to be registered so that no other company can copy it, whereas also the logo of the company need to be have a trademark. All the formalities must be done before the commencement of the business.

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PRODUCT LAUNCH An idea that is developed and put into action Is more important than An idea that exists only As an idea.
We didnt want this to happen with us and so the initial step to stay away from this mistake,

We took the step of research

We went to find out what people think about this concept. We tried to find out the relevance of our concept. And the only way of doing so was through RESEARCH. We had an idea, a concept, and everything but what we want was only some motivation, some positive views regarding our concept which will fill us with enthusiasm to move ahead with the idea towards its implementation. And as well said Customer is the king of market. The life of the product in the market depends upon its acceptance by the consumer. The time till the customer accepts the product the product exists and when the demand is over the product life is come to an end. So research will help us to know what the customer is expecting from the product, what will be the features that will attract the customer.

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The research was conducted by taking the following points under consideration

To know the demand for our product. To determine the need and preferences of our new flavored jam. To fix the price of the product. To identify the strength of competition in the market. To be acquainted with the market cover of our competitors. To take decisions relating to Four Ps of marketing mix

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PRODUCT LAUNCH Tools for research


The way to give our idea a picture began from different sources. There were many hands who contributed different colours to this picture. They were Retail Shops, Snacks centers, Small hotels, and Areas mostly populated with young crowd like fast food centers. These tools played a magnificent role to drag us towards success of our dream. Their response to our idea made us realize that how different it was. Everyone was filled with excitement once they heard jam being launched in different flavors. We felt the need for our product not only for people demanding in small hotels or fast food corners but also for the restaurants and big hotels demanded for various packages of our jam.. The only idea of being jam launched in different and mouth watering flavors such as strawberry, blackberry, honey etc made people go crazy. We also came to know that the customers were ready to pay satisfactory price for our product. Through the research we came to know who our strong competitor is., whose product our customers prefer. Also we came to know which flavor of our jam will attract our customers. Now we just have to provide the customers with Their desired item, =====Their desired jam in=====Their desired flavors.

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PRODUCT LAUNCH M a r ke t i ng M i x

Marketing Mix is the set of marketing tools that the firm uses to pursue its marketing objectives. These marketing are classified and called as the FourPs i.e. Product, Price, Place and promotions. The most basic marketing tool is product which includes product design, quality, features, branding, and packaging. A critical marketing tool is PRICE i.e. the amount of money that customers pay for the product. It also includes discounts, allowances, credit terms and payment period. PRODUCT is another Key marketing mix tool. And it includes various activities the company undertakes to make the product accessible and available to the customer. Some factors that decide the PLACE are transport facilities, channels of distribution, coverage area, etc. PROMOTION is the fourth marketing mix tool which includes all the activities that the company undertakes to communicate and promote its product to target market.
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Promotion includes sales promotion, advertising, sales force, public relations, direct marketing, etc.

Some words by marketing gurus

Marketing mix is the term used to describe the combination of the four inputs which constitute the core of the companys marketing system: the product, the price, the promotional activities, and the distribution system.
W.J.Stanton

The policies adopted by manufacturers to attain success in the market constitute the marketing mix.
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Rustom S. Davar,

Marketing Mix is the mixture of controllable variables that the firm uses to persue the sought level of sales in the target market.
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Philip Kotler

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PRODUCT LAUNCH Product mix


In marketing, a product is anything that can be offered to a market that might satisfy a want or need. Products that are marketed include physical goods, services, experiences, events, persons, places, properties, organizations, information and ideas. It is therefore the complete bundle of benefits or satisfactions that buyers perceive they will obtain if they purchase the product. It is the sum of all physical, psychological, symbolic, and service attributes, not just the physical merchandise. The term product is used primarily by those that wish to examine the details and richness of a specific market offering. As such it is useful to marketers, managers, and quality control specialists.

Our product is jam branded with the name JAMYLICIOUS

The Manufacturing Process


The ingredients must be added in carefully measured amounts. Ideally, they should be combined in the following manner: 1% pectin, 65% sugar, and an acid concentration of pH 3.1. Too much pectin will make the spread too hard, too much sugar will make it too sticky.
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Inspection
1 When the fruit arrives at the plant, it is inspected for quality, using color, ripeness, and taste as guides. Fruit that passes inspection is loaded into a funnel-shaped hopper that carries the fruit into pipes for cleaning and crushing.

Cleaning, crushing, and chopping


As the fruit travels through the pipes, a gentle water spray clears away surface dirt. Depending on whether the finished product is to be jam or jelly, paddles push the fruit and or just its juice through small holes, leaving stems and any other excess debris behind. Some fruits, such as citrus and apples may be manually peeled, cored, sliced and diced. Cherries may be soaked and then pitted before being crushed.

Pasteurizing the fruit


The fruit and/or juice continues through another set of pipes to cooking vats. Here, it is heated to just below the boiling point (212 F [100 C]) and then immediately chilled to just below freezing (32 F [0 C]). This process, pasteurization, prevents spoilage. For jelly, the pulp is forced through another set of small openings that holds back seeds and skin. It will often then be passed through a filter. The juice or fruit is transferred to large refrigerated tanks and then pumped to cooking kettles as needed.

Cooking the jam and jelly


Premeasured amounts of fruit and/or juice, sugar, and pectin are blended in industrial cooking kettles. The mixtures are usually cooked and cooled three times. If additional flavorings are to be included, they are added at this

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point. When the mixture reaches the predetermined thickness and

sweetness, it is pumped to filling machines.

Filling the jars


Presterilized jars move along a conveyer belt as spouts positioned above pour premeasured amounts of jam or jelly into them. When the fruit arrives at the plant, it is inspected for quality, using color, ripeness, and taste as guides. Fruit that passes inspection is cleaned, crushed, and pasteurized. Next, the premeasured mixture is cooked with added sugar and pectin until it reaches the appropriate thickness and taste. Then it is vacuum-packed in jars and labeled. Metal caps are then vacuumed sealed on top. The process of filling the jars and vacuum packing those forces all of the air out of the jars further insuring the sterility of the product. When the fruit arrives at the plant, it is inspected for quality, using color, ripeness, and taste as guides. Fruit that passes inspection is cleaned, crushed, and pasteurized. Next, the premeasured mixture is cooked with added sugar and pectin until it reaches the appropriate thickness and taste. Then it is vacuum-packed in jars and labeled. Metal caps are then vacuumed sealed on top. The process of filling the jars and vacuum packing them forces all of the air out of the jars further insuring the sterility of the product.

Labeling and packaging


The sealed jars are conveyed to a machine that affixes preprinted labels. According to law, these labels must list truthful and specific information about the contents. The jars are then packed into cartons for shipment.

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Depending on the size of the producer's operation, labeling and packaging is either achieved mechanically or manually.

Quality Control
In the United States, food processing regulations require than jams and jellies are made with 45parts fruit or juice to 55 parts sugar. The federal Food and Drug Administration (FDA) mandates that all heat-processed canned foods must be free of live microorganisms. Therefore, processing plants keep detailed lists of cooking times and temperatures, which are checked periodically by the FDA. Requirements also exist for the cleanliness of the workplace and workers. Producers install numerous quality control checks at all points in the preparation process, testing for taste, color and consistency.

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Our company deals in many different types of Jams such as: Apple Jam Mango Jam Peach Jam Pineapple Jam Blueberry Raspberry Jam Four-Fruit Jewel Jam strawberry Jam The latest addition we have is Sugar free Jam. These are the product in which our company deals with. But the most demanding product amongst all is Mix fruit; Pineapple & Sugar free jam which comes in the golden pool of The company of which consists of ever increasing demand. The other products are demanded as per the season and hence they are our seasonal products and come underSilver pool of our company. Customer is the king of the market. Their demand changes as per their desire so to meet the ever-changing desire of the customers. Our Company provides them with a different Jam with distinct features.

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PRODUCT LAUNCH Blueberry raspberry jam


Ingredients 4 cups (1 L) blueberries 2 cups (500 mL) raspberries 1 Pkg (49 g) light fruit pectin crystals 3-1/2 cups (875 mL) granulated sugar

Four-fruit jewel jam


Ingredients 2 cups (500 mL) raspberries 2 cups (500 mL) stemmed red currants 2 cups (500 mL) sliced hulled strawberries 2 cups (500 mL) pitted sour cherries 4 cups (1 L) granulated sugar 2 tbsp (25 ml) lemon juice

Peach jam
Ingredients 6 cups (1.5 L) sliced peeled peaches 2 tbsp (25 mL) lemon juice 1 pkg light fruit pectin crystals 3-1/2 cups (875 mL) granulated sugar

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MARKETING

PRODUCT LAUNCH How to make it!!!

Crush the berries using a potato masher or a spatula. In a thick bottomed sauce pan, add 1/2 cup of water, crushed fruit, and lemon juice. Stir and let it cook on a medium flame for 20 minutes.

Add sugar stir it well. Let it boil for another 10 minutes. (Sure Jell Pectin recommends 8 cups of sugar for 1 box of pectin)

Slowly add pectin while stirring. Mix it well. You can see that the fruit mixture starts coagulating. On a low flame cook for another 5-10 minutes until it gets into a jam consistency.

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PRODUCT LAUNCH Canning


The Canning process is really simple.

Step 1:
Buy Canning/Preserving Jars

Step 2:
Boil water in a huge Saucepan, when it just hot enough (should not boil), dip the bottles (without the lid and band) and sterilize them. Remove it immediately and wipe them with clean towel. Ensure that the jars are dry. You can also place the jars in Microwave for 10-15 seconds to dry or warm them. This also prevents the jar from breaking.

Step 3:
Using a ladle or spoon fill the jar with jam leaving 1/4 inch of head space and immediately close it with the lid and band.

Step 4:
Dip the bottle in the boiling water and let it stay for 10 minutes. Remove the jars and let it stay in a cool place for 24 hrs.

Step 5:
After 24 hrs, to confirm if you have the done the canning process perfectly, do this simple test. Press the center of the lid with your finger, if it does not flex up and down you are good to go, but if does flex up and down and you
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hear the cracking noise of the lid then re do step 4 or put them in the refrigerator.

Step 6:
To be on a safer side, put the canned jars in freezer :)

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Hey people if you wanna have something delicious Try Jamylicious
(The secret for healthy diet) The king of taste with toppings of fun and essence of joy is provided in our Jam. The motto of our company is to provide the best quality for a perfect smile.

A family consists of many members; each member would have different in their taste. Everyone would have their distinct demand; many a time it is noticed some children get upset at the time of breakfast because they dont like the taste of regular jam. Now if children get disappointment it produces a major impact on their parents as they also become disappoint and get irritated and by this way whole environment of the family get spoilt. But now our company had emerged with special features of

Trio pack jam. Which consist of three

different flavors of jam. And now if the children dont like the taste of any particular jam they will have the choice for any other flavor. We believe or we know that jam add taste to our food. It makes our food more tasty and yummy. But also people believe that jam may increase the sugar level of a person if consumed daily. Let see how?????
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Also a distinct feature of Sugar free jam is introduced for the person who desire to eat sweet jams but cant eat it due to their ever increasing sugar problems or weight problems.

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PRODUCT LAUNCH Place mix


In marketing, place refers to one of the 4 P's, defined as "the market place". It can mean a geographic location, an industry, a group of people to whom a company wants to sell its products or services. Place decisions are those associated with channels of distribution that serve as the means for getting the product to the target customers. The distribution system performs transactional, logistical, and facilitating functions. Distribution decisions include market coverage, channel member selection, logistics, and levels of service. As explained above place mix act as a tool which helps the company to decide where the product is to be distributed, through which sources the product will reach the king i.e. the customer. Thus place mix will decide the build the way for our product to reach its destination, to the customers. The foremost decision to be taken is where the goods are to be distributed. Since we are launching a food product, which too jam in different flavors which is exclusively new concept so we decided to target local markets i.e. we decided our targeted market will be Mumbai and its suburbs. If the product gains a good resort from these markets then we will spread out the distribution accordingly. The next place will be deciding the sources, actually better the supporters who will help us to establish our product in the market. These supporters will deliver our products to their

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final destination their final users, i.e. the consumers. They will act as the mediators between us and our customers. They will let us know what the customer expectation are, what are his grievances regarding our product. These supporters include retailers, wholesalers, departmental stores, fast food centers, hotels and restaurants etc.looking over all the aspects we have pen down our distribution classification as below,

Classification

General Store Departmental Stores Fast-food corners Hotels & Restaurants Others

30 25 20 15 10

We have allocated highest distribution to retailers as the people here are more habitual to purchase from their nearby retail shops rather than opting for departmental shops. And also restaurants and hotels form a part of our distribution as jam adds sweetness to our foodstuffs.

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PRODUCT LAUNCH Distribution network:


The Company directly approaches the

retailer. We have tracked central Mumbai through various routes and accordingly we will render service. For transportation purpose we have our own tempos.

Resources
Manpower per Vehicle: 15 Salesmen 10 Loaders 10 Delivery vans 10 Drivers

Our aim is to penetrate in interior areas as we have also appointed distributors among the areas so it will be easy for us to make our product available in smallest of the shop.

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PRODUCT LAUNCH Promotion mix:


Promotion is one of the important aspects of marketing. Promotion comprises four subcategories: Advertising Personal selling Sales promotion Publicity and public relations Direct marketing The specification of all these variables creates a promotional mix or promotional plan. A promotional mix specifies how much attention to pay to each of the subcategories, and how much money to budget for each. A promotional plan can have a wide range of objectives, including: Sales increases, New product acceptance, Creation of brand equity, Positioning, Competitive retaliations, Creation of a corporate image. Promotion mix is a p tool of marketing .But this P doesnt deals with distribution or pricing but it deals with the concept of PROMOTION. Promotion, which means the way presenting the product in front of the customer. Its how you present your products features so that the customer
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will but your product. Promotion decides how we are going to compel the customer to use our product. Its true that we never use a thing without having complete information about it. And promotion is exactly that tool which will help us to give complete information regarding our product. And thus to give our yummy jam its position in the market, to make it felt we have jotted down certain promotion tools which will act our sources to gain a valuable position for our Jamylicious in the market. They are as listed below, Newspaper: Newspaper is what we look for in the morning. Initially newspapers were found to be boring but today they have become the need of hour. Newspaper is the most preferred item on the tea table people usually read newspaper while having tea, travelling, in free times as it is less expensive and easy to carry. Newspapers have become an essential tool of advertisement for almost every product. So we also took part in the race and decided to promote our Jamylicious through ads in newspapers. Age group of 6 45 & this group goes through ads for seeking some seminars, workshops, job vacancies ads etc. Magazines Magazines today have also emerged themselves as an effective tool for advertisements. As compare to television its cheaper. Today there are specialized magazines for women, youth, or even kids and various food products. Therefore they will be of great help to promote our product in every segment.

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Radio Radio is still being preferred by many people as an entertainment source. Its the best entertainment source for housewives, while struggling of their chores. So if we advertise our product through radio it will have effect on them too. Thus radio can attract many customers for our product through different channels everywhere. Television Television today emerges as a giant tool for advertisements. It can advertise anything even itself. Let it be a food stuff, a electronic product a household product everything find its place in television for its advertisement companies through various ads, or through brand ambassadors advertise their product in the television and guess what its the most effective tool too. Newspaper can be neglected sometimes but television, no not at all. So why not take the advantage of it. So we are here to advertise our Jamylicious on television only to make our customers aware of our product its features, so that they can get their desired product in their desired flavors. Its mostly said JO DIKHTA HAI WHO BIKTA HAI So we will show our product along with its attracting features to compel the customers to purchase it.

Banners and Hoardings Banners and hoarding are traditional form of advertising. So we will also take help of these tools to promote our product. We will craft our banners and give them to retailers to put up on
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their shops so as to create an image for our product. Also we will put our hoardings wherever possible to make aware people of the new concept of cheese being launched in their surroundings. Tie-ups Tie ups are the modern tool of promoting products. Here we engage with other sources which deal with products complimenting to ours. Here in our case we will go for tie-ups with departmental stores, fast food centers, or hotels or restaurants that use the product in bulk so as to gain more sales and for better promotion of our product. Free samples Customer wont trust your product until and unless he is satisfied with it. so to gain that we will distribute some free samples outside colleges or at fast food centers to make people aware of different concept of cheese. To make them known to Jamylicious and To make Jamylicious need for them.

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Price mix
Pricing decisions should take into account profit margins and the probable pricing response of competitors. Pricing includes not only the list price, but also discounts, financing, and other options such as leasing. The price of the product is decided keeping many things in mind. These things include factors like cost incurred on the product, target market, competitors, consumer buying capacity etc.It is the amount at which the seller is willing to sell and the buyer is willing to buy.

Pricing strategy: We have decided the prices for our product keeping in mind the expenses incurred to manufacture them. Also we have looked over the prices of our competitor product. There is cheese being expensive. Thus we aimed that our product should be consumed by middle class people without doubt. And also we wanted to capture market through our pricing strategy. some margin kept in prices of regular and trio pack. We aim to provide quality with quantity at affordable.

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70gms 200gms 500gms

1 kgs 145 145 145 160 145 145 185

Apple jam Pinnaple Mango Mix fruit Peach Strawberry Blueberry raspberry Four-fruit jewl Sugar-free

20 20 20 22 20 20 -

38 38 38 40 38 38 45

85 85 85 90 85 85 102

45

92

170

52

110

180

Available only in 600gms & 1.25kgs


Trio pack 1 Trio pack 2 110 130 200 225

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PRODUCT LAUNCH Strengths, weaknesses, opportunities and threats


Strengths: With new product in the market, this helps the company to be market leader in terms of sales and market share. Further this will help the company to established brand loyalty and the strong company identity. The new low calorie product has unique quality which will provide value to the customers. This will provide breakfast solution to consumers. Our product has come up with new idea which Kissan has not thought of. Our product will attract consumers mind because of the health factor in it. Because of the use of good nutrition in it consumer will prefer it as their breakfast.

Weakness: No experience; as this product is introduced for the first time.

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Opportunities: Being an innovative product there is a hope that consumers will welcome it warmly. Expansion into newer markets as per demand increases and market. We will able to capture new market segment. Threats Similar new products may penetrate. Imported products will also enter the their product. Competitors can speed up their promotions. Existing product has profit of big production so they can curtail their prices easily. HUL has the most strong distribution network so we will have difficulties in covering the market. There is a possibility that our product would not accepted by consumers. market. Competitors can lower their prices. Competitors can add some value to

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Our products

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PRODUCT LAUNCH ALSO AVAILABLE IN SACHES

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PRODUCT LAUNCH Our future launches


Because it is a relatively simple process, the production of jams is not expected to change dramatically. What is apparent is that new flavors will be introduced. Certain vegetable jams such as pepper and tomato have been marketed successfully. Other, more exotic types including garlic jams are also appearing on grocery shelves.

oUR fUTURe XpecTaTionS


Everything has a future, being a living thing or non-living thing. At the end either there is life or death for a living being. Similarly for a product either there is existence in the market or non-existence. This is decided by observing the needs and preferences of the customer. We anticipate that our product will triumph the desires of our customers. Once we have achieved the satisfaction of our customers we will try to bring more and more varieties to impress them, to fulfil their desires. Also if our product worked out we will try to capture more and more markets by extending the distribution channels. Also we will extend our advertisements to connect to more and more customers. We will also keep monthly research so that we can find the tastes in which the customer desire for their cheese to be. Everything we do is just for the satisfaction of our customers. They were, are and will be the reason for our existence.

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