CBSE CLASS XII BUSINESS STUDIES TERM-1 PROJECT

Project on
MARKETING MANAGEMENT

Summitted To - Submitted By -
Mrs. Ishrat Jahan Mam Parth Mishra
 INDEX
1. Introduction
2. My Product
3. Why have I chosen this Product?
4. Market Competition
5. Permission & Licencing
6. Branding
7. Packaging
8. Labelling
9. Product Range
10. Channel of Distribution
11. Warehousing
12. Transportation
13. Promotion
14. Advertisement
15. Sales Promotion
16. Pricing Strategy
17. Social Motive
18. Conclusion

INTRODUCTION
Peanuts are an essential crop grown worldwide and are
commercially used for the production of oil, butter, flour,
confections and snack products. Amongst these, peanut butter
is one of the most consumed food spreads and is made by
grinding and dry-roasting peanuts.
It is an energy-rich product, which is usually marketed as a
substitute for milk butter. Other than energy, it also offers
fibre, protein and unsaturated fats along with a set of
micronutrients.
With rising obesity rates, consumers across the globe have
started shifting towards healthier breakfast and snack options.
Peanut Butter being one such healthiest breakfast option, it’s
demand in the market is a lot.
Through this project, I hereby introduce my take on a product
in the market i.e., Peanut Butter.

MY PRODUCT
My Marketing Management project will be on a product that
has a lot of scope in the market and is in high demand. My
product will be Peanut Butter.
We shall learn more about my product in the next pages where
the Branding, Labelling, Competitors and many more
marketing philosophies have been explained in much more
details.
Here is a glance of my product -
 WHY HAVE I CHOSEN THIS
PRODUCT?

The global peanut butter market reached a value of US$ 3.4

Billion in 2020, stated by the IMARC Group.
According to the report published by Research Cosmos, the
Peanut Butter Market in India estimated to grow aggressively
due to increasing demand from all the states of India. The
Indian Peanut Butter Market witnessing 14.2% of CAGR from
2019 to 2025. India is the second largest producer of peanuts
in the entire world after China. Indian Peanuts are famous all
over the world and are used by many foreign peanut butter
manufacturing companies.
Peanut Butter is emerging as one of the healthiest food items
in the market and currently has a very high demand also. That
is why I have chosen my product to be Peanut Butter.
Also, Peanut Butter has a very vast user base ranging from kids
to elderly thus this makes Peanut Butter one of the most
popular food items out there.

MARKET
COMPETITION
Peanut Butter is going to enter into a pre-existing
competitive market where it will have to face its competitors like -

1. FUNFOODS Peanut
Butter
FUNFOODS is a brand owned by Dr. Oetker, which is
an
German MNC. FUNFOODS deals in a variety of food products. Dr. Oetker
India, established in 2007, acquired a local brand, FunFoods, a year
later. Since then, FunFoods by Dr. Oetker is the retail market leader in
western sauces and spreads categories in India.

USP - Pre-established brand, First Mover’s

Advantage, Great Taste
Tagline - High on Zero Calories

2. SUNDROP Peanut
Butter
SUNDROP is a brand owned by Agro Tech Foods
Limited, which is a public limited company
located in India engaged in the business of marketing food and food
ingredients to consumers and institutional customers.
Apart from savoury snacks, the company offers various vegetable oils
and peanut butter.

USP - Source of Dietary Fibre, 100% VEG

Tagline - Strong Banney ka Tasty Tareeka
 3. PINTOLA Peanut
Butter
PINTOLA is a brand which is owned by Das Food
Tech
Pvt. Ltd. Founded in 2012, Pintola is recognized as an expert leader in
the manufacturing of the nut butter category.
PINTOLA offers a very wide range of peanut butters and does
continuous experiments with inventing new and unique peanut butter
flavours.

USP - Zero Trans Fat, 25% goodness of Protein

Tagline - All-Natural Nut Butter
 4. DISANO Peanut
Butter
Created in 2013, DiSano is a brand owned by
Universal Corporation Ltd. and is one of the most
famous peanut butter brands in the global market.
DiSano offers a delightful range of Healthy &
Savoury food products, such as Olives, Olive Oil, Pasta, Canola Oil,
Peanut Butter, Vinegar and Health Juices.
DiSano is known for it’s great quality and consistency in the global
market & is a very reputed brand.

USP - High Protein content,

Tagline - Simply Healthy Delicious

PERMISSION & LICENCING

Peanut Butter is classified as the processing of food or food products and thus
as per the definition requires an FSSAI registration.

Food Safety and Standards Authority of India (FSSAI) is meant for protecting
and promoting public health by regulation and supervision of food safety
hence FSSAI is a mandatory registration/license for the business.

The FSSAI registration process is entirely online and quite easy to follow, once
the documents are ready.
 BRANDING
A BRAND is the identification of a product. It can be done in
form of a name, symbol or design etc. BRANDING is not only
done to identify the producer but also to make a product
superior than the competitor’s product.

Logo -
Tagline -

Unique Selling Preposition -

90% PEANUTS
NO ADDED PRESERVATIVES
100
% NATURAL

PACKAGING
PACKAGING is a set of task or activities which are concerned
with the designing, production of an appropriate wrapper,
container or a bag for the product.
The two levels of Packaging used here are -

1.Primary Packaging - It is the immediate packing of the

product. It remains with the product till it is used. Or
sometimes, it is even kept after the product has been
finished.

In my product, the primary packaging is a plastic container

which will be filled with peanut butter.
This plastic container will be available in three sizes i.e. -
a -> 250gm b -> 500gm c -> 1
kg
 250gm 500gm 1 kg

2.Transport Packaging - These are the packaging which

are used for storing or transporting the goods. This
packing gives protection to the goods and the products.
The main aim of using transport packaging is to minimize
the risk of product damage during the shipping and
storing periods.

My product, Peanut Butter will use boxes

made up of cardboard to store and transport the plastic
containers safely to the retailers and the wholesalers.
Each box will contain 36 jars.
At the time of transportation, these cardboard boxes will
be stacked upon each other and then palletised to ensure
the safety of the jars.
 LABELLING
LABELLING means putting identification marks on the package.
Label is the carrier of information. It provides a customer with
the information like - name of the product, name of
manufacturer, contents of the product, expiry and manufacture
dates, general instruction for use, weight, price, etc.
LABELLING helps in describing the product and its contents and
helps in grading.
 Label is as follows -

PRODUCT RANGE
aims to provide its customers with the best
possible quality and taste. After conducting a market study and
analysing the market, it is found that peanut butter is very
famous in the other varieties except regular smooth also in the
market.
Thus, we will also introduce a range of our products so that our
consumers have a little bit of variety to choose from. Peanut
Butter from will be available in the following
variety -
 1. Smooth & Creamy Peanut Butter
2. Crunch Pop Peanut Butter
3. Chocolate Peanut Butter

Except Peanut Butter, we will also manufacture Mixed Fruit Jam

because Jam is a complimentary good with Peanut Butter and
people prefer to buy peanut butter and jam together. The Jam
will be called as -
1. BUTTERHALF’S FRUMMY
This name has been selected as it is a combination of three
words i.e., Fruit, Jam and Yummy.
Also Peanut Butter and Jelly sandwiches are famous in the
entire world so we need not to market our jam separately
because they both are complementary.
 CHANNEL OF DISTRIBUTION
Channel of Distribution refers to the people or middlemen who
help in distributing the goods. They help in transporting the
goods from the place of manufacture to the place of final
consumptions. Channel of Distribution falls under Place Mix.

will use two level channels to distribute its

products in the market. We are using this type of indirect
channel because Peanut Butter is a non-perishable good. This
means that long channels can be used to distribute the goods.
Also, the market for peanut butter is huge and its demand in
the market varies from place to place. So, to ensure that our
product reaches each and every part where demand exists, we
have opted for a two-level distribution channel.
In this channel, two intermediaries are adopted by a company
who sell the products that are wholesalers and retailers.
 WAREHOUSING
Warehousing is the process of storing goods which are to be
distributed later. A Warehouse is defined as any place which is
used in the accumulation of goods.
The goods produced by us will not be sold immediately, so
will use PUBLIC Warehouses located in Gujrat
which have coolers in the storehouse to keep the jars under
required temperatures.
Warehouse has been selected in Gujrat because our
manufacturing plant will also be set up in Gujrat because of the
following reasons -
1. Cheap Electricity
2. Cheap Raw Materials
3. Special Economic Zones in Gujrat
 TRANSPORTATION
Transportation means physical movement of the goods form
place of production to place where they are required by the
help of different modes of transportation like road, rail, air,
pipelines and many more. It adds value to the goods by
moving them to the areas where they are being demanded.

will use ROAD Transportation for moving our

goods throughout the county because of the following reason -
1. We are a newly set up brand so we have limited capital
and road transport is one of the cheapest means of
transportation.
2. Road Transportation will help us to reduce the expenses
and thus our goods will be available in cheap rates.
3. Air Cooled truck will be used to transport the jars here and
there as the jars need to be kept under a particular
temperature.
4. Road Transportation is feasible and the company can
easily communicate with their delivery partners.
 PROMOTION
Promotion element of marketing mix is concerned with the
activities that are undertaken to communicate with customers
and distribution channels to enhance the sales of the firm.
The four tools of promotion from which I will be using three to
promote my product are as follows -
1. Advertising
2. Sales Promotion
3. Public Relations

is a new brand and people are unaware of it’s

existence, so I will promote my business on tv advertisements,
billboards, radio, posters, online ads and many more.
ADVERTISING -
Advertisement can be defined as the “paid form of non
personal presentation and promotion of ideas, goods and
services by an identified sponsor”.

I will run the advertisements of Peanut Butter

on -
1. Billboards
2. Television
3. Radios
4. Web Marketing
5. Newspapers
6. Influencer Promotions
All these mediums have high reach, expressiveness and are
eye-catching. All these mediums will attract new and potential
buyers for our products.
Sales Promotion -
Sales Promotion refers to short term use of incentives or other
promotional activities that stimulate the customers to buy the
product. They are important because -
1. They bring short & immediate effect on sales.
2. Stock Clearance is possible with it.
3. They give us an upper hand over our competitors.

will use the following stated sales promotion

techniques and schemes to increase their sales -
1.Scheme for Customers -
a. The customers who purchase two products, will receive
one product absolutely free.
b. A specially designed spoon will be sold with the product
so that even the last bit of the peanut butter can be
scraped out of the jar.
c. Every week, 3 lucky winners who send the code via sms
mentioned below the cap of the jar, will receive gift
hampers and other exciting prizes.
2.Scheme for Wholesalers -
Wholesalers who buy more than or equal to 2000 units of
our product will receive an overall discount of 10% on the
final bill.
 PRICING STRATEGY
is a new comer in the Peanut Butter market,
so
we plan onto keeping our prices low than our competitors and
decreasing our profit margin.
This is only the introductory prices and it the future, prices will
be increased once we gain momentum and popularity in the
market.
We will increase the pricing and thus provide even more
efficient and premium quality products to our customers.
These are our pricing strategies for different users of our
products in comparison with the prices of our competitors -
1.Selling Price to Consumers:

2.Selling Price to Wholesalers:

3.Selling Price to Retailers:

Social Motive
We at aim for our company’s development and development of
those who work with us. The agenda of our company is to
empower poor farmers. We will buy the produce of farmers
throughout the country at higher rates than what the
government offers so that no one is left behind and everyone is
given a fair chance to live their life.

Also, aims to be a plastic positive company

which means we aim to recycle plastic more than the amount
we have used annually. Also, keeping in mind the welfare of
the environment, we plant one sapling for every 5 products
that are sold.

CONCLUSION
By this project, I understood the true meaning and different
philosophies of Marketing Management. I have concluded that
Marketing Management is very important in the business
sector as it is the backbone to any business.
After finishing this project, I have learnt about the backhand
processes which goes on into creating and launching a product
in the market.
Also, I got an opportunity to learn a lot about different brands
in the peanut butter market and their brandings and unique
selling prepositions.