The Rs 100 crore packaged fruit juice market is estimated to be growing at 20% to 25% annually.

The market can be categorized in terms of product content and there are three major product contents available. Drinks: Juice with pulp content less than 40%, Nectars: Juice with pulp content between 40 - 80%, Juices: Juice with pulp content more than 80% Major player and their brands: Pepsi with its brand Tropicana. Dabur foods with its brand Real.

Market Share of Competitors

The women of the house and children are an important influencing factor in todays scenario. As the fruit juice contains lots of health benefits, the women who care for her family wants her family to be healthy and so are they are targeted. The children are attracted to the beautiful ads and demand for the products as they want to experiment things just for the sake of it or for their self satisfaction. The youth are the most who like to try out new and different products. Todays youth are the most health conscious and put in lots of efforts to be healthy. So even they are an important target audience. audience In- home consumption, This group of people buys fruit juices for home consumption and in many case treated as

Out of home consumption: This consumption pattern is usually observed in people who feel the need to quench their thirst, get refreshed or both. These types of people are important. the people who will try the product in small quantity and give us an in road in the home for in home consumption, which is our focus area. If this segment is satisfied then they will start personal use of fruit juice and they will also act as a source of mouth - to - mouth publicity, which is considered to be one of the best in its kind.

Introduction of product

Selection of the product

The product selected is Juice and our brand name is AAAAAAA

Product
Fresh Punch is a 100 percent fruit juice which will be produced and marketed by the FP Agro Industries Ltd.

Fresh Punch will produce juice in the following varieties :

Sea buckthorn Apricot Passion Fruit Kiwi Pomegranate Apple Orange Pineapple Grapes Guava Mango Mixed Fruit Pear

FINANCIAL
Will be incorporated with an initial investment of Rs.10 cr

VISION
To be capable to deliver the range and quality of Juice which the customer demands, which can only be fulfilled by the modern technology which will have the scale and worldwide presence to do so competitively

MISSION
To be a leading producer of fruit juices based on dedication to nature, corporate and process hygiene, dynamic leadership and commitment to our partners and stakeholders.

Adequate availability of raw materials High consumer retention rate Price, a competitive advantage Natural product

Seasonal availability of fruits Brand acknowledgement Limited financial resources Late entry into the market

Participation with a growing industry. Competitive advantage over carbonated soft drinks Wellness awareness amongst consumers Commonwealth Delhi 2010 Success of incredible India campaign

Cut throat competition Unstable government policies Global warming - Scarcity of raw material

POLITICAL
Tax Laws Stability of Government Law of hiring and promotion

ECONOMIC
Increasing GDP Burgeoning middle class Higher Disposable Incomes, hence more consumer buying power Easy availability of loans from banks

SOCIOCULTURAL
Changing consumer habits & lifestyles - The Indian consumer of today is clearly seeking healthier alternatives Consumer buying behavior

TECHNOLOGICAL
Advancement of newer technology Government providing thrust on R&D

STP

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
Product name has no set geographic target area. product name will seek to serve metro city in India and slowly expand our business in all city in India Metropolitan Cities, major cities of the states, and towns. Density of Area: Urban, Semi-urban, Rural. Climate: Tropical

Demographic variables
Age all age group gender Both Male and Female family size - doesnt matter Education - doesnt matter Income middle & hi end consumer occupation student, working and retired people religion doesnt matter nationality/race doesnt matter language - doesnt matter

Psychographic variables

Personality Lifestyle Value Attitude

No Yes Yes Yes

Behavioral variables
benefit sought product usage rate brand loyalty profitability income status

Contd..
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. Users enjoy fruit juice not only as a means of healthy life, but as an intrinsically enjoyable activity in itself.

TARGET MARKET
Primary Market Kids Fond of Fruit Juice (fond of mango, strawberry) Teens More experimental Youth Experimental and more buying power Working People Housewives Elderly people

 Secondary Market Travel Industry Airlines, Railways and Local Transport Systems

Recreational Movie Theatres, Malls, Amusement Parks, school, collages, hotels, restaurants, bars etc.

Competitor Analysis
Tiger Competitor Counter attack every strategy Aggressive Few in number example: Coca-Cola, PepsiCo Strategic Competitor Reacts to a select strategy Mediocre example: Parle Agro
Stochastic Competitor Unpredictable Weak in nature; can become strong example: Mother Dairy

Laid Back Competitor

Confident about their product Defensive Generally monopolies Brand Loyal Customers example: Dabur

Total cost per kg = Rs.28.20/Units produced per kg = 4 Nos Per unit production cost= 28.20/4= Rs.7.05/Packing per Juice= Rs.1.15/Per straw = Rs.0.08/Card board box for 27 juices = .21* 28 = 5.88 Total packing cost per juice pack = 1.15+.21 = Rs.1.36/Total cost per juice pack = 7.05+1.36+.08= Rs.8.49/-

Pricing Policy
Apply the concept of providing quality product at optimum price Provide Lucrative discounts, deals and schemes Adopt sales oriented objective Have one price policy to maintain a goodwill among customers.

Pricing Strategy
So, as a new comer our pricing strategy is to introduce our products in the market at lower prices so as to create the huge demand in the market and to compete with other competitors. As we come up in the demand, we will increase our prices and will provide more efficient and affordable juices

Company Pepsi co. LTD

Brand Tropicana

Flavor Orange, Nature,Sweet, Apple, Grape, Pineapple, Tomato, Mixed Fruit.

Retail margin 1.40

Dabur

Real, Real Active

Grape, Guava, 1.80 Orange, Pineapple, Tomato, Mixed Fruit, Litchi, Mango, Orange, Apple

Coco Cola Parle Agro

Maaza Frooti, Appy

Mango Mango, Guava, Pineapple, Strawberry & Orange, Apple Orange, Apple

1.60 1.10

Godrej Foods

Jumpin Re Xs Grapy

1.40

Hindustan

Red Grapes, Litchi, 1.20

Pricing Strategic Matrix

Penetration Pricing Our product will be lie on penetration strategy with high quality & low price For introducing new product Price low to capture market share Expect to make profit in volume

Launching and Promotion

Promotional Tactics Provide free samples in the market for the brand awareness

Advertising
The following shows the advertising in the print media to our target audience by using the message showing a glass full of juice Drink this much every day

Long-Term Strategy
Change beverage choices in vending machines at school and collages Assess the financial impact on school and collage profits Identify approaches to promote healthful beverage choices and maintain profits for schools and collages Targeting 3,500 in smallest school and collages all metro city in India. 20, 000 in largest school and collages all Metro city in India

Contd.
Change advertising on beverage vending machines Change beverage choices to water, sports drinks, and 100% fruit juices Collect and submit monthly financial data from school and collages Provide a Rs. 3,000 incentive per school in the project

Factors to Consider - Vending Machines

Location of current vending machines
Power sources Marketing strategies

Size of Cans and or Bottles Cans, Bottles, or both Pricing strategies

Lower for healthier choices Price all beverages the same

 We will tie up with PVR cinemas to increase our branding. Will be putting up vending machines in every pvr cinemas like Bengalooru, Gujarat, Hyderabad, Maharashtra ,etc.

Tie Up Promotion Strategy for trisor advertisement of 5sec.

A new client approaches you

We consultant analyses what they are spending on Media. You do the market research & advise them on the scope for improvement.
Illustrative Global shares of display advertising revenue Source: ZenithOptimedia

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Communications elements
idea code decode Methods/media Promotional mix Which channels/media? sender Confused & conflicting messages from a Babel of sources?
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meanings

receiver

IMC to cut thru the noise

Selecting Advertising Media

Reach.
% of people exposed to the advert

Frequency.
Number of times a person is exposed to advert (sees it)

Media impact
the qualitative value of a message exposure thru chosen medium

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Value add service

AAAAAAA Serving Size:1 Containerper :125 ml Energy : 54 kcal Proteins : 0.5gm Fats : 0gm Carbohydrates : 13gm Natural Fruit Sugars : 8.2gm Added sugar : 1.8gm Vitamin C : 12.5gm Sodium : 40mg Potassium : 70mg Calcium : 5mgIron :

Push: A push promotional strategy makes use of a company's sales force and trade promotion activities to create consumer demand for a product. The Freshness India promotes the product to wholesalers, the wholesalers promote it to retailers, and the retailers promote it to consumers. (seller promotes to stimulate demand, exerts pressure on distribution channel ) Pull: A pull selling strategy is one that requires high spending on advertising and consumer promotion to build up consumer demand for a product. If the strategy is successful, consumers will ask their retailers for the product, the retailers will ask the wholesalers, and the wholesalers will ask the producers. (promote first (personal selling?) to marketing channel members, become involved in promotion to end-user.)

Pulling and Pushing Strategies

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