INDUSTRY ANALYSIS

INDIA is a tropical country and has accorded a favorable reception to thirst quenchers such as

fruit juices . When chilled the RTS (ready to drink) beverage makes for a nutritious and

refreshing drink. The nutritive value of real fruit beverages is far greater than that of

synthetic products.

India is a market of diversity. Drinking juice is not a part of our culture. We drink water

with our meals but in the west, one starts the day with breakfast and glass of juice. Juice

to great extent considered as luxury not a necessity in our society, surely but slowly

things are changing mainly in urban and semi-urban where population is getting more and

more health conscious and are realizing the important nutrients value of fruit and making

them a part of their daily diet. The companies in this 100 crore industry will have to

organize various promotional activities from time to time mainly

REFRESH NATURALFRUIT JUICENO SUGAR! NO ADDED FLAVOURS!

 

Refresh Natural Fruit Juice Ltd. is engaged in manufacturing natural fruit juices, which contain no added sugar and no added flavour.

The company is located in Baramati, Maharashtra.

The company’s startup cost have been financed by its owners and loan taken from bank.

COMPETITORS

Parle Agro : Frooti , Appy.

Pepsico : Tropicana , Slice.

Dabur : Real , Real Active.

Hindustani : Grapy.

EXTERNAL FACTORS

Fruit juice companies have to face a two level competition i.e on the first level with the substitutes and then the players within the industry. The “SIP WAR” is comprised of the following players with respect to India.

•Soft Drinks (carbonated and non- carbonated)

•Flavored Milk. (Energy, N-Joy etc.)

•Other products.( buttermilk, lassi)

•Mineral water.

Refresh Fruit Juices will be launching its fruit juices mainly in Maharashtra (Pune, Mumbai, Aurangabad, Nasik, & Nagpur.) which will include following target markets.:

The women of the house

Children

Teenagers

Out of home consumption.

Health Club.

Hospitals

TARGET MARKET

DISTRIBUTION NETWORK

The companies have around 5 distributors from each cities which thereafter sell it to the wholesalers. The wholesalers then contacts with their respective retails in the cities. Thus the distribution network can be summarized as:

MARKETING STRATEGY

Refresh Natural Fruit Juices aims to maintain positive and steady growth each month. Experience an increase in new customers. Generate brand equity at the markets we are catering to as well as within the supplier and distribution network. Realize a 5% increase in gross profit margin through efficiency gains every year. Reduce the logistic cost associated with products delivery by 10% by the end of first five year of operation.

 

The single objective is to position the Refresh Natural Juice as the natural and healthy fruit juice in the cities it is served, commanding a 30% market share within 5 years. The marketing strategy will seek to first create customer awareness regarding product, develop the customer base and work towards building customer loyalty.

MARKETING MIXPRODUCT :

The Refresh Natural Fruit Juice product includes the following features:-

No added sugar

No artificial flavors

100% vegetarian

5 different flavorsApple (8 apples = 1ltr.)Orange (20 oranges=1ltr.)Grapes (1.25kg grapes=1ltr.)Mango (5 Mangos= 1 ltr.)Mixed Fruit (1.3kg Mixed Fruit= 1 ltr.)

Recyclable packaging

ISO 9001:2000 certification

PRICING :

The company’s objectives with regards to pricing is to survive the resistance from the existing players, maximize profits and increase its market share in the cities it is catering.

  

Refresh Natural Fruit Juice will be priced as follows:

250ml = Rs.25

500ml = Rs.45

1 Litre = Rs.90

PLACE (Distribution) :

The company plans to undertake following steps with respect to distributors for effective distribution :

They will be given discount on cash purchase.

The goods will be available on credit basis also.

They will also be offered a trip to Singapore if they make sales according to our terms and conditions.

The retailers will also be provided with refrigerators for storage.

The Refresh Natural Fruit Juice will be marketed through various channels:

Supermarkets.

Discount stores like Big Bazaar, Spencer’s.

Hyper malls.

Chemist, General & Convenience stores.

Health Clubs, Gym.

Entertainment zones: Theatre, Cinema, Parks, Game Parlours.

Icream-parlours .

Hotel and Restaurant.

Canteen(educational institution , offices) and bakeries.

PROMOTION

The promotional strategies will include the following steps:

The company will make a new introductory offer:

“ Those who bring back 10 empty bottles of Refresh Natural Fruit Juice will get 1 bottle of fruit juice of their choice for free.”

“The company also plans to launch its product in the newspapers , in the sense a small sachet of (50 ml) of different flavors of fruit juices attached within the newspapers thus giving the customers a sample of the product.”

The other medium that the company will use for advertising are :

REFRESH NATURAL FRUIT JUICES

NO ADDED SUGAR!NO ADDED FLAVOUR!

THANK YOU!!!!!