Download - 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