fresh punch

8/4/2019 Fresh Punch

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Group Members -

Nishant Subba

Praveen Patel

Manoj Tivari

Fresh Punch


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CONTENTS About Company

Objective

Aim

Location Financials

Mission

Vision

Situational Analysis

SWOTT Analysis

PEST Analyses

Target Market

Competitive Analysis


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COMPANY INFORMATION FP Agro is a company which will produce fruit juice.

FP Agro is going to make unique position in terms of corporate presence and also aplatform for other Fruit Juice companies, with its advanced technology and the

instrumentation required to manufacture a Juice that has many different flavors, forutmost customer satisfaction.

FP Agro will be an environment-friendly company dedicated on sustainabledevelopment and corporate social responsibility, as a service to society andpreservation of nature.


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Selection of the productThe product selected is Juice and our brand name is Fresh Punch Juice


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Product

Fresh Punch is a 100 percent fruit juice which will be produced and marketed by the FPAgro 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


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LOCATION

Kullu, Himachal Pradeshraw material


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OBJECTIVES

Carry out business in the field of horticulture

and food processing in Himachal Pradesh

Target of capturing at least 10 per cent of the

market share within a year and 20 per cent by

2010-end


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FINANCIAL

Will be incorporated with an initial

investment of Rs.15 cr (150 million)


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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.


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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


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Nectar 10 %

INDUSTRIAL ANALYSIS

Branded fruit beverage market in India is estimated to be worth Rs. 1,200 crore(nectars, drinks and juices combined)

The fruit drink market

Fruit drinks 60 %

Juice accounts 30 %


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Cont..

The juice and juice drink category is among the fastest growingsegments

Fruit drinks as a category is growing at 18-20 per cent, carbonatedsoft drinks are growing at 6-8 per cent.

Its the fastest growing liquid beverage category.

More than 90 % of sales happen through the unorganized route -juice centers, street corner shops and so on.


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Adequate availability of rawmaterials

High consumer retention rate

Price, a competitive advantage

Natural product

Seasonal availability of fruitsBrand 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


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TRENDS

Health and Lifestyle Product

Eco friendly packaging

Promoting anti Botulism

E-commerce


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POLITICAL

Tax Laws

Stability of Government

Law of hiring and promotion


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ECONOMIC

Increasing GDP

Burgeoning middle class

Higher Disposable Incomes, hence more consumer buying

power

Easy availability of loans from banks


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SOCIOCULTURAL

Changing consumer habits & lifestyles - The Indian

consumer of today is clearly seeking healthier alternatives

Consumer buying behavior


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TECHNOLOGICAL

Advancement of newer technology

Government providing thrust on R&D


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TARGET MARKET

Primary and Secondary

Markets

Market Segmentation

o Geographic variables

o

Demographic variableso Psychographic variables

o Behavioral variables
http://www.bridgeandtunnelclub.com/bigmap/bronx/belmont/retailmarket/10market.jpg


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Target Markets

Recreational

Fitness

Health

Lifestyle

Sports


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Contd..

Primary Market

KidsFond of Fruit Juice (fond of mango, strawberry)

TeensMore experimental

Youth Experimental and more buying power

Working People

Housewives

Elderly people


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Contd..

Secondary Market

Travel IndustryAirlines, Railways and Local Transport

Systems

RecreationalMovie Theatres, Malls, Amusement Parks,

school, collages, hotels, restaurants, bars etc.


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Market Segmentation

Market segmentation is the process in marketing of dividinga market into distinct subsets (segments) that behave in thesame way or have similar needs

Variables Used for Segmentation

1. Geographic variables

2. Demographic variables

3.

Psychographic variables4. Behavioral variables


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Geographic variables

FP Agro has no set geographic target area. By leveraging thebenefits of liberalization and integration of the markets of theworld, FP will seek to serve both domestic and internationalcustomers.

Metropolitan Cities, major cities of the states, and towns.

Density of Area: Urban, Semi-urban, Rural.

Climate: Tropical


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Demographic variables

Ageall age group

genderBoth Male and Female

family size - doesnt matter

Education - doesnt matter Incomemiddle & hi end consumer

occupationstudent, working and retired people

religiondoesnt matter

nationality/racedoesnt matter language - doesnt matter


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Psychographic variables

Personality No

Lifestyle Yes

Value Yes

Attitude Yes


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Behavioral variables

benefit sought

product usage rate

brand loyalty

profitability

income status


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Contd..

Users perceive fruit juice as a healthy drink.

Users drink fruit juice as a refreshing alternative tocarbonated drinks.

Users willingly spend on products related to health andlifestyle.

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


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COMPETITIVE ANALYSIS

Identification OfCompetitors

Competitor Analysis

Market share

Comparison

Strengths & Weaknesses ofCompetitor


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Identification of Competitors

CavinKare Pvt Ltd (Maa Fruits Pvt Ltd. )

Coca Cola India (Minute Maid Pulpy Orange / Maaza )

PepsiCo (Tropicana )

Parle Agro (Frooti / Appy/ N-joi )

Dabur (Real )

Godrej Beverages (Xs brand / Sofit )

Ladakh Foods (Leh Berry)

Mother Dairy (Safal)

Freshgold


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35%

25%

15%

13%

2% 2% 4% 4%

Chart Title

Dabur Real Pepsi Tropicana

Parle Frooti Coca Cola's Maaza

Godrej Jumpin Pro Soya,s Soya Milk

Nestle's Milo Others

Market Share of Competitors


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Comparison within the major competitors

Tropicana is a product of vast PEPSI

family

Pepsi's Tropicana brand fruit juice has

outpaced the growth of the packaged fruit

juices market in India.

The company sources orange juiceconcentrates from Brazil.

They come in Tetrapaks of one litre and

PET bottles of 500 ml and one litre.

Pepsi also markets Gatorade an energy

drink for the sports personnel which is a

sugar-free Diet Pepsi. Pepsi, in association with HLL have

launched Lipton iced tea

Dabur's flagship brand Real fruit juice is a

market leader in the packaged fruit juice

category.

Real with a market share of 35 % offers to its

consumers the largest range of 9 juices that

comprise orange, mango, pineapple, mixedfruit, grape, guava, tomato, litchi and

cranberry.

Real Active orange carrot juice, India's first

packaged fruit + vegetable juice.

Real offers traditional 'cooling' recipes in a

ready-to-drink format ie Aam panna,pomegranate (anar) and watermelon .

Spread over 11 acres and geared to process

150 tonnes of fruit per day, it has the capacity

to produce 192 tonnes of pulp/concentrate.
http://www.dabur.com/EN/Group/Foods/real/default.asp


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Comparison within the major competitors

Frooti from Parle Agro

is the largest distributed

fruit drink with 85 %

market share in India. It reaches more than 10

lakh retail outlets in up

to class C towns

The company's another

revenue earning brand

includes Bisleri water.

It has a market share of

40 %.

Maaza was acquired by Coca Cola

India.

Over the years, Maaza has become

synonymous with mango. The drink became a hit with

successful advertisement

campaigns like "Taaza mango,

maaza mango,' and 'Botal mein

aam, maaza hain naam.

It5 is available in 200 ml , 250 ml

, 125 ml Tetrapak and 200 ml

Tetrapak.


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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


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Strengths & Weakness of competitorsName Strengths Weakness

CavinKare Pvt

Ltd

Acquired Maa Fruits Pvt Ltd

Distribution network

Entering in a new

segment

Coca Cola India Global leader in beverages

Growing Fast

New Entry

PepsiCo Global Brand in beverage Less Product Line

Parle Agro Market share Less Product Line

Dabur Market leader Less cost effective

Godrej

Beverages

Innovation New entry

Ladakh Foods Nutrients Taste

Mother dairy Cost EffectiveNew Entry


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Marketing Objective & Strategies

Product

Place Pricing

Promotion


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Product

Type Fruit Juice

Features Fresh Punch is a 100 percent fruit juice which will beproduced and marketed by the FP Agro Industries Ltd.

PLC Our product lie in introduction period

Identification brand name Fresh Punch


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Product Life CycleOur product lie in introduction

period

Low sales

High costs per customer

Negative profits

Innovator customers

Few competitors

Objective: to create awareness

and trial

Offer a basic product

Price at cost-plus

Selective distribution

Awarenessdealers and early

adopters

Induce trial via heavy sales

promotion


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Place

Distribution Channel

Product location availability Modes of transportation


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Distribution Channel

Kullu

Delhi

Chennai

Mumbai

Bangalore

Within region


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Delhi

Chennai

Mumbai

Bangalore

Kullu

Kullu

Kullu

Kullu

Kullu


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Product Location Availability

FP Agro has no set geographic target area.

By leveraging the benefits of liberalization and integration of the

markets of the world, FP will seek to serve both domestic and

international customers.

Metropolitan Cities, small cities, towns.

Density of Area: Urban, Semi-urban, Rural.


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Modes of transportation

From road transportation


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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 amongcustomers.


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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


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Pricing Strategic Matrix

Penetration Pricing

Our product will be lie on

penetration strategy withhigh quality & low price

For introducing new

product

Price low to capture marketshare

Expect to make profit in

volume


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Break even point


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Demand Desire refers to people's willingness to own a good.Demand

is the amount of a good that consumers are willing and able tobuy at a given price.

Factors Influencing our juice Demand

The amount of a good demanded depends on: the price of the juice

the income of consumers

the demand for alternative juice which could be used (substitutes) the demand for juice used at the same time (complements)

whether people like the taste of juice (consumertaste).


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Supply Supply is the amount of a good producers are willing and able

to sell at a given price.

Factors Influencing Supply of our juice

The total sells of juice depend on the price of the good;

the cost of making the good;

the supply of alternative goods the producer could make

with the same resources (competitivesupply); the supply of goods actually produced at the same time

(joint supply);

unexpected events that affect supply.


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Factors

The factors which will contribute to the success for our juice

demands in market:

High consumer retention rate

Price, a competitive advantage

Natural product

Great distribution network

WellHealth product


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Launching and Promotion

Promotional Tactics

Provide free samples in the market for the brand awareness


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Advertising

The following shows the advertising in the print mediato

our target audience by using the message showing a glass full

of juice Drink this much every day


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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 choicesand maintain profits for schools and collages

Targeting

3,500 in smallest school and collages

all over India

20, 000 in largest school and collages

all over India


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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


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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

Price based on ounces


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TieUp Promotion Strategy 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, MP, NCR, Punjab, UP


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`in-film advertising'

Will be giving our brand (juice) to be use in movie.

Example : In movie Yaadein Pass-Pass, Hero cycle, Coca cola

`in-film advertising' - a brand using the medium of cinema to promote its

message. A number of marketers are now using movies to project the core

values of their brands. In-film advertising, in its most effective form, isabout a brand being a part of the cinema's content.

Take for instance, the Hollywood flick `What Women

Want'. This Mel Gibson starrer has a Nike commercial as

part of the script. It gels with the script so well that you

don't realized you're watching a commercial camouflaged in

the screenplay


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Thank You

fresh punch

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