1、Group Members -Nishant SubbaPraveen PatelManoj TivariFresh PunchCONTENTS CONTENTS ?About Company?Objective?Aim?Location?Financials?Mission ?Vision ?Situational Analysis?SWOTT Analysis ?PEST Analyses ?Target Market?Competitive Analysis COMPANY INFORMATIONCOMPANY INFORMATION?FPAgro is a company which
2、will produce fruit juice.?FP Agro is going to make unique position in terms of corporatepresence and also a platform for other Fruit Juice companies, withitsadvanced technologyandtheinstrumentationrequiredtomanufacture a Juice that has many different flavors, for utmostcustomer satisfaction.?FP Agro
3、 will be an environment-friendly company dedicated onsustainable development and corporate social responsibility, as aservice to society and preservation of nature.SElECTION OF ThE PROduCTSElECTION OF ThE PROduCTThe product selected is Juice and our brand name is FreshPunch JuicePROduCT?Fresh Punch
4、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?PearlOCATION?Kullu, Himachal Pra
5、desh raw materialOBJECTIVES?CarryoutbusinessinthefieldofhorticultureandfoodprocessinginHimachal Pradesh?Target of capturing at least 10 per cent ofthe market share within a year and 20 percent by 2010-endFINANCIAl?Will be incorporated with an initial investment of Rs.15 cr (150 million)MISSION“To be
6、 a leading producer of fruit juices basedon dedication to nature, corporate and processhygiene, dynamic leadership and commitmentto our partners and stakeholders.”VISION“Tobe capable to deliver the range andqualityofJuicewhichthecustomerdemands, which can only be fulfilled by themodern technology wh
7、ich will have the scaleandworldwidepresencetodosocompetitively”Nectar 10 %INduSTRIAl ANAlYSIS?Branded fruit beverage market in India is estimated to be worth Rs. 1,200crore (nectars, drinks and juices combined)?The fruit drink marketFruit drinks 60 %Juice accounts 30 %Cont.?The juice and juice drink
8、 category is among the fastest growingsegments?Fruit drinks as a category is growing at 18-20 per cent,carbonated soft 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 shop
9、s and so on.?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 ov
10、er carbonated soft drinksWellness awareness amongst consumers?Commonwealth Delhi 2010?Success of incredible India campaign?Cut throat competition?Unstable government policies?Global warming- Scarcity of raw materialTRENdS?Health and Lifestyle Product?Eco friendly packaging?Promoting anti Botulism?E-
11、commercePOlITICAl?Tax Laws ?Stability of Government ?Law of hiring and promotionECONOMIC?Increasing GDP?Burgeoning middle class ?Higher Disposable Incomes, hence more consumer buying power?Easy availability of loans from banksSOCIOCulTuRAl?Changing consumer habits & lifestyles - The Indian consumer
12、of today is clearly seeking healthier alternatives ?Consumer buying behavior TEChNOlOGICAl?Advancement of newer technology?Government providing thrust on R&DTARGET MARKET?Primary and Secondary Markets?Market SegmentationoGeographic variables oDemographic variables oPsychographic variables oBehaviora
13、l variables TARGET MARKETS?Recreational?Fitness?Health?Lifestyle?SportsCONTd.Primary Market?Kids Fond of Fruit Juice (fond of mango, strawberry) ?Teens More experimental ?Youth Experimental and more buying power ?Working People ?Housewives ?Elderly peopleCONTd.?Secondary MarketTravel Industry Airlin
14、es, Railways and Local Transport SystemsRecreational Movie Theatres, Malls, Amusement Parks, school, collages, hotels, restaurants, bars 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 s
15、imilar needs?Variables Used for Segmentation1.Geographic variables 2.Demographic variables 3.Psychographic variables 4.Behavioral variables Geographic variables ?FPAgrohasnosetgeographictargetarea.Byleveraging the benefits of liberalization and integration ofthe markets of the world, FP will seek to
16、 serve bothdomestic and international customers.?Metropolitan Cities, major cities of the states, and towns. ?Density of Area: Urban, Semi-urban, Rural. ?Climate: TropicalDemographic variables ?Age all age group ?gender Both Male and Female ?family size - doesnt matter ?Education - doesnt matter ?In
17、come middle & hi end consumer?occupation student, working and retired people?religion doesnt matter ?nationality/race doesnt matter ?language - doesnt matter Psychographic variablesPersonality No LifestyleYesValueYesAttitude YesBehavioral variables?benefit sought ?product usage rate ?brand loyalty ?
18、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 intri
19、nsically enjoyable activity in itself.COMPETITIVE ANAlYSIS?Identification Of Competitors?Competitor Analysis?Market share ?Comparison?Strengths & Weaknesses of CompetitorIdENTIFICATION OF COMPETITORS? CavinKare Pvt Ltd (Maa Fruits Pvt Ltd. )? Coca Cola India (Minute Maid Pulpy Orange / Maaza )? Peps
20、iCo (Tropicana )? Parle Agro (Frooti / Appy/ N-joi )? Dabur (Real ) ? Godrej Beverages (Xs brand / Sofit ) ? Ladakh Foods (Leh Berry) ? Mother Dairy (Safal) ? FreshgoldMarket Share of Competitors Comparison within the major competitors ?Tropicana is a product of vast PEPSIfamily?Pepsis Tropicana bra
21、nd fruit juice hasoutpaced the growth of the packagedfruit juices market in India.?The companysourcesorangejuiceconcentrates from Brazil.?They come in Tetrapaks of one litreand PET bottles of 500 ml and onelitre.?PepsialsomarketsGatoradeanenergy drink for the sports personnelwhich is a sugar-free Di
22、et Pepsi.?Pepsi, in associationwith HLL havelaunched Lipton iced tea?Daburs flagship brand Real fruit juiceis a market leader in the packaged fruitjuice category.?Real with a marketshare of 35 %offerstoitsconsumersthe largestrangeof9juicesthatcompriseorange, mango, pineapple, mixed fruit,grape,guava
23、,tomato,litchiandcranberry.?Real Active orange carrot juice, Indiasfirst packaged fruit + vegetable juice.?Real offers traditional cooling recipesinaready-to-drinkformatieAampanna,pomegranate(anar)andwatermelon .?Spread over 11 acres and geared toprocess 150 tonnes of fruit per day, ithasthecapacity
24、toproduce192tonnes of pulp/concentrate.Comparison within the major competitors ?Frooti from Parle Agro is thelargest distributed fruit drinkwith 85 % market share inIndia.?Itreachesmorethan10lakh retail outlets in up toclass C towns?Thecompanysanotherrevenueearningbrandincludes Bisleri water.?It has
25、 a market share of 40%.?MaazawasacquiredbyCoca Cola India.?Over the years, Maaza hasbecomesynonymouswithmango.?The drink became a hit withsuccessfuladvertisementcampaignslikeTaazamango, maaza mango, andBotalmeinaam,maazahain naam.?It5 is available in 200 ml , 250 ml , 125 ml Tetrapak and 200 ml Tetr
26、apak.COMPETITOR ANAlYSISTiger Competitor?Counter attack every strategy?Aggressive?Few in number?example: Coca-Cola, PepsiCo Strategic Competitor?Reacts to a select strategy?Mediocre ?example: Parle AgroStochastic Competitor?Unpredictable?Weak in nature; can become strong?example: Mother DairyLaid Ba
27、ck Competitor?Confident about their product?Defensive?Generally monopolies?Brand Loyal Customers?example: DaburSTRENGThS & WEAKNESS OF COMPETITORSSTRENGThS & WEAKNESS OF COMPETITORSNameStrengthsWeaknessCavinKare Pvt Ltd Acquired Maa Fruits Pvt LtdDistribution network Entering in a new segment Coca C
28、ola India Global leader in beveragesGrowing FastNew EntryPepsiCoGlobal Brand in beverageLess Product LineParle Agro Market shareLess Product LineDaburMarket leaderLess cost effectiveGodrej Beverages InnovationNew entryLadakh Foods Nutrients TasteMother dairyCost Effective New EntryMARKETING OBJECTIV
29、E & STRATEGIES?Product ?Place?Pricing?Promotion PROduCTTypeFruit JuiceFeaturesFresh Punch is a 100 percent fruit juice which will be produced and marketed by the FP Agro Industries Ltd.PLCOur product lie in introduction period Identificationbrand name Fresh Punch PROduCT lIFE CYClEOur product lie in
30、 introductionperiod ?Low sales?High costs per customer?Negative profits?Innovator customers?Few competitorsObjective: 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 promotionPlace ?Distri
31、bution Channel ?Product location availability ?Modes of transportationDistribution Channel KulluDelhiChennaiMumbaiBangaloreWithin region DelhiChennaiMumbaiBangaloreKulluKulluKulluKulluKulluPROduCT lOCATION AVAIlABIlITY?FP Agro has no set geographic target area. ?By leveraging the benefits of liberal
32、ization 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. MOdES OF TRANSPORTATION?From road transportationPricing Policy ?Apply the concept of providing
33、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 cre
34、ate 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 Pricing Strategic MatrixPenetration Pricing?Our product will be lie onpenetrationstrategywithhigh quality & low pric
35、e?Forintroducingnewproduct?Price low to capture marketshare?Expect to make profit involumeBreak even pointDemand?Desirerefers to peoples willingness to own a good. Demandis the amount of a good that consumers are willing and able to buy at a given price.Factors Influencing our juice Demand?The amoun
36、t 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 (consumer taste ). Supply?Supply is the amount of a g
37、ood producers are willing and ableto 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
38、of goods actually produced at the same time (joint supply);?unexpected events that affect supply.Factors The factors which will contribute to the success for our juicedemands in market:?High consumer retention rate?Price, a competitive advantage?Natural product?Great distribution network?Well Health
39、 productLaunching and Promotion Promotional Tactics ?Provide free samples in the market for the brand awarenessAdvertising ?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?C
40、hange 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 collagesall over India?20, 000
41、in largest school and collagesall over IndiaContd.?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 projectFactors
42、 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 ouncesTie Up Promotion Strategy ?We will tie up with P
43、VR cinemas to increase our branding. ?Will be putting up vending machines in every pvr cinemas like Bengalooru, Gujarat, Hyderabad, Maharashtra, MP, NCR, Punjab, UPin-film advertising?Will be giving our brand (juice) to be use in movie.?Example : In movie Yaadein Pass-Pass, Hero cycle, Coca cola?in-
44、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, is about a brand being a part of the cinemas 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 dont realized youre watching a commercial camouflaged in the screenplayThANK YOu
