From the house of ZYDUS, we bring you

low-cal fruit & vegetable juices.

Market Analysis

Indian non-alcoholic drinks market has seen robust growth over the past few
years.

• Non-alcoholic drinks market is broadly classified into carbonated drinks,

non-carbonated drinks and hot beverages. These include juices, energy
drinks, carbonated drinks, tea, coffee and bottled water.
• The market reported a growth of nearly 21% in 2008 on the back of growing
economy, increasing income level, changing lifestyle and increasing concerns
over health and wellness. Moreover, liberalization in trade policies has
attracted large investments into the country and transformed into rapid
market growth.

• According to the new research report “Indian Non-Alcoholic Drinks Forecast to

2012”, the Indian

• Non-alcoholic drinks market is forecasted to grow at a CAGR of 15% during

2009-2012.

• The segment level analysis shows that the highest growth will be seen by the
Fruit/Vegetable juice segment, which is expected to grow at a CAGR of around
30% in value terms during 2009-2012.

• It will be closely followed by the Energy drinks segment, with future CAGR
pegged at around 29% for the same period.

• Other segments such as Coffee and Bottled Water will also witness CAGR
growth of around 22% and 21% respectively.

• We have found that carbonated drinks segment accounted for major chunk of
the Indian non-alcoholic drinks market in 2008. However, this segment is
projected to lose its share to non-carbonated drinks such as Fruit/Vegetable
juice, Energy drinks and Bottled water.
• We project a CAGR growth of around 7% for the Indian carbonated drinks
market and the growth in this segment will stem from the non-cola segment
which comprises of carbonated drinks such as Limca, Fanta, Sprite, 7Up, etc.

Segmentation

Need of the consumer: A healthy and refreshing, low cal fruit

drink.

Usage Breakfast Travelling Post Work-out Pass time

Size 250ml 500ml 1ltr -

Objective Personal Gifting -

consumption- purpose
health
purpose,
snack.

Location Household Institution & On the go -

Organizations

Benefit High nutrition Solvent for Tasty Substitute for

value drinks refresher aerated &
non-alcoholic
drinks

Consumer Insight

• Workouts – 80%

• 55% prefer 1ltr packs

• 45% prefer 200ml packs

• Preference to flavours- 5-10%

Competitor Analysis

Non-
Alcohol
ic
Market

Milk-
Fruit Branded
Aerated based
Concentr Juices Fresh
Drinks beverage
ates Juices
s
Competitive Analysis

Dabur +Pepsi Co.

Other brands
UnorganizedMarket
S.W.O.T. Analysis

Targeting:
The differentiating factor is: a low-cal fruit &
vegetable juice (since this market is expected to
grow at a rate of 30%p.a)
The upper-middle and upper-upper class who are
health conscious.
Whose income is between the range of Rs.25,000
and above.( Rs.250 a month on juice)

Positioning:
“A Low-Cal fresh juice product.”
Marketing Objective

• Expansion in the entire North region in the first 9

months.
• Sales Target- II Quarter Rs. 6,09,50,000.

Market Strategy
• Our product is in the introduction stage.

• It’s a diversification-expansion strategy by Zydus.

• Entering the Fruit Juice Market in phase I and the Vegetable Juice Market in
phase II.

• Heavy investments would be made in sales promotions’ strategies.

• Activities in and around Malls, Hyper and Super markets, such as Food
Bazaar, Reliance Fresh, Spinach, Spencer, etc., kirana stores of select
localities.

• For phase I, our marketing objective is to create awareness about our

brand launching the new product range.
4Ps

Product
• Low Cal fruit juices

• No artificial sweetner or preservative

• Available in tetra packs of 250ml and 1ltr.

• Flavors offered- orange, mango, pineapple, guava, grapes and litchi.

Price
• Comparative pricing method will be followed

• Market leaders like Tropicana and Real are priced at Rs. 70-80 for 1 ltr
packs and Rs. 15-25 for 250ml packs

• Our product will be priced at Rs. 75 for 1ltr pack and Rs. 18 for a 250ml
pack

Place
Channel of distribution followed:

Distributor
Wholesaler
Retailer
Consumer
Promotion
• Push strategy

• 5% commission split between the wholesaler and retailer

• Our personnel will be stationed outside high traffic areas and kirana
stores giving out samples in the first month of the launch.

• This will be a platform for our touch points where we can en cash on
potential customers through word-of-mouth and point-of-purchase.

• Introductory offer for the first the month- a 250ml pack of any
flavour complimentary on purchase of the 1ltr pack.

• This offer would be a redemption offer where the consumer would

have to redeem a coupon available in the newspaper thrice a week-
Friday, Saturday & Sunday.

• Promotional activities in corporate houses’ canteens.

• Sponsor health based events and tie ups with various gyms such as
the Gold Gym.