FRUIT PUNCH

FRUITY JUICY HEALTHY

ABOUT FP AGRO PVT LTD

Fruit juice & fruit drinks. Unique position with its advanced technology

to manufacture a Juice that has many different flavours, for customer satisfaction.

An environment-friendly. Headquarter in Mumbai and branches in

major Metros.

MISSION

“To be a leading producer of fruit juices based on dedication to nature, corporate and processhygiene, dynamic leadership and commitment

to our partners and stakeholders.”

VISION

“To be India’s Premier Fruit Juice Company,offering nutritious & superior quality tastingdrinks to its consumers. By 2016 we aim to

achieve 30% of Market Share, and while doingit we would be the best in terms of consumervalue, customer service, employee talent, and

consistent and predictable growth.”

MARKETING MIX

PRODUCT

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

FRUIT PUNCH

FRUIT PUNCH

FRUIT PUNCH

FRUIT PUNCH

Why this product

I. India currently produces about 50 million tonnes of fruits, which is about 9% of the world’s production of fruits.

II. India has a strong raw material base.III. Only about 2 percent of the fruits and

vegetables in India are processed

PRODUCT LIFE CYCLEOur product lie in Introduction Period of PLCo Low saleso High costs per customero Negative profitso Innovator customerso Few competitorsObjective: To create awareness of producto Offer a basic producto Price at cost-pluso Awareness – dealers and early adopterso Induce trial via heavy sales promotion

PLACE

• Fruits such as Orange, Apple, Pineapple etc would be purchased from Kullu.

• Mango would be purchased from Hazira and Dahej.

• Retail & wholesale network of India• Expanding its reach in the food-service

industry by securing placements in hospitals, airlines, railways, hotels and restaurant

PRICE

• As a new comer our pricing strategy is to introduce our products in the market at lower prices so as to create huge demand in the market and then compete with other competitors.

PRICING STRATEGYOur 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

PROMOTION

As we are in the Introduction phase, our objective is to create brand awareness through Informative Advertising.

Use of Print Media, Radio Advertisement, Hoardings in Public Spots, Sample Distribution, Organizing Events, TV Commercial etc.

Tie Up with major Cinema halls to promote our products during Intervals.

In-film advertising, in its most effective form, is about a brand being a part of the cinema's content.

WEB MARKETING

• Social Networking: In order to reach out to the TA and ensure that they feel more connected with the brand it is necessary to start making conversation.

Facebook Creating a community on facebook Creating a Fan page on facebookTwitter Creating an active account where regular tweets on

product and event updates will ensure interactivity Followers will be encouraged to tweet their

suggestions on new flavors.

MAJOR COMPETITORS

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, Colleges – Hotels, Restaurants, Bars etc.

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

1) Geographic variables

2) Demographic variables

3) Psychographic variables

4) Behavioural variables

1) Geographic variables

• 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, major cities/towns of the states.

• Density of Area: Urban, Semi-urban, Rural.• Climate: Tropical

2) Demographic variables

• Age – all age group• Gender – Both Male and Female• Family size - doesn’t matter• Education - doesn’t matter• Income – middle & hi end consumer• Occupation – student, working and retired people• Nationality/race – doesn’t matter• Language - doesn’t matter

3) Psychographic variables

PERSONALITY NO

LIFESTYLE YES

VALUE YES

ATTITUDE YES

4) Behavioural variables

Benefit sought Product usage rate Brand loyalty Profitability Income status

Factors driving demand for our product1) Changing age profile- A relatively larger share of young

population which has the ability to spend on processed foods

2) Increase in income- The middle and upper middle income groups growing at a faster rate than in developed countries resulting in higher spending on food

3) Social changes- Increasing number of working women4) Life style factors- Increasing health consciousness and

need for convenience fruit drink5) Availability of Organized Retail outlets- These provide

the much needed forward linkages

STRENGTH

Adequate availability of raw materials Price, a competitive advantage Natural product

WEAKNESS

Seasonal availability of fruits Brand Acknowledgement Late entry into the marketDependence on Monsoon

Participation with a growing industry Competitive advantage over carbonated soft drinks Success of incredible India campaign Possible deal with Mumbai Cricket Association

Cut throat competition Unstable government policies Rising Global Warming

THREATSOPPORTUNITY

BIBLIOGRAPHY

• www.mofpi.nic.in • www.exportersindia.com• www.news.reportlinker.com• www.indiaagronet.com• www.hpagrisnet.gov.in