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Royal Desire

(The Taste of nature in every SIP)

Presented By.

VISION
Be the global
leader in customer
value.

MISSION
To set world class standard in juice
industry through providing a diverse
range of high quality products that
are prepared in according with
Islamic principals serving to satisfy
customers tasting and need and
serving the society

ROYAL DESIRE PAKISTAN LTD.

RAW MATERIALS
From farms of Malir and Thatta

Red Beetroot along with


the essence of
Fresh Carrot

INTRODUCING A NEW DRINK


TO REFRESH YOU..

What is FruNergy?
FruNergy is the refreshing, fruity alternative to all previous energy drinks with
the addition of vegetables. The ideal solution for those who need a little extra
energy, but prefer a natural, fruity taste.
FruNergy contains 20% natural fruit & vegetable extract
and natural caffeine green coffee bean . Thus, a gentle and
long-lasting energy effect.
FruNergy, keeps you awake and fit with the full force of healthy, delicious fruits.

STRENGTHS

WEAKNESS

Coming in market with unique


taste and idea
Latest technology used in plant
Adequate availability of raw
materials
Providing quality product within
range of every individual

No market share due to new entrant


in juice industry
Brand acknowledgement and limited
financial resources
Small distribution network
Limited experience of customers

OPPURTUNITIES
Attractive and undifferentiated
market segment
Participation with a growing industry.
Competitive advantage over
carbonated soft drinks and energy
drinks
Enhance demand and selling
opportunities

THREATS
Political and economic instability
Cut throat competition
Unstable government policies
Scarcity of raw material
Retention of consumers

TARGET MARKET

Primary and Secondary


Markets
Market Segmentation
o

o
o
o

Geographic variables
Demographic variables
Psychographic variables
Behavioral variables

Contd..
Primary Market

Kids Fond of Fruit Juice

Teens More experimental

Youth Experimental and more buying power

Working People

Housewives

Old age people

Contd..

Secondary Market
Travel Industry Airlines, Railways and Local Transport
Systems
Movie Theatres, Malls, Amusement Parks, school, collages,
hotels, restaurants etc.

Market Segmentation

Market segmentation is the process in marketing of dividing


a market into distinct subsets (segments) that behave in the
same way or have similar needs

Variables Used for Segmentation


Geographic variables
Demographic variables
Psychographic variables
Behavioral variables

1.
2.
3.

4.

Geographic variables
ROYAL DESIRE has set its geographic segmentation on:
Metropolitan Cities, major cities of the country, and towns.
Firstly, we divide Karachi city into different segment in order to
reach more efficiently and effectively.
A zone (Clifton, DHA, Cantt.)
B zone (Nazimabad, Tariq road, Gulshan-e-iqbal, Gulistan-eJohar)
C zone (Malir, Shah Faisal Town, Saddar, Landhi, Korangi
and other densely populated areas)

Demographic variables

Kids
Old age people
Patients
Females who wanted to look glowing.
Working class age between (18-35)
Students.
Medium to high income group

Psychographic variables
Social class:
approach both Middle and high class
Life style: business persons,
House wife's
Labour who need energy
Personality: Achievers
sports persons

Behavioral variables

Users perceive fruit juice as a healthy drink.

Users drink fruit juice as a refreshing


alternative to carbonated drinks.

Users willingly spend on products


related to health and lifestyle.

Major competitors

Marketing Strategies

Product
Place
Pricing
Promotion

Product
Type

Fruit and vegetable Juice

Features

Fresh original fruit juice


Provide proteins and minerals
Provide vitamins
Beneficial for Blood Cooling and Purification, Digestion
and Digestive Disorders, Stress and hypertension,
Cholesterol, Skin Problems, Cancer, and Improves Stamina.
Excellent in taste
Gives freshness
Tetra pack protection packing
Increase white blood cells
Useful in increase of hemoglobin

PLC

Our product lie in introduction period

Identification

brand name FruNergy

Product Life Cycle


Our product lie in introduction
period

Low sales

High costs per customer

Negative profits

Few competitors
Objective: to create awareness
and trial

Offer a basic product

Price at cost-plus

Selective distribution

Awareness dealers and early


adopters

Induce trial via heavy sales


promotion

Place

Distribution Channel
Product location availability
Modes of transportation

Where can I get it ?


Available at

Also available at your Nearest Retail Stores..

Pricing

Pricing Strategy
Market Penetration

Pricing Strategy
Pricing in Pakistan Rupees for 250 ml
Market Penetration
Fruits and vegetable cost
Factory over head
Miscellaneous
Retailer margin
Profit
Total price

Rs.6/Rs.6/Rs.3/Rs.4/Rs.6/Rs.25/-

Core sources of promotion


Electronic media
Print media
Cable network
Billboards
Hoardings
Test Marketing

TARGET AUDIENCE

Rejected Leftovers are used for Making


Fertilizers.
Replace our 10 Empty Juice Packets with 1
Brand New Packet of FruNergy.

We Believe that a Company cannot survive on one


Product alone..
So we have Research and Development Department
to bring Innovation.

Continuous Change Is Needed