Enfresh Juice Presentation

Innovative “Enfresh”Innovative “Enfresh”LOW CALORIE ENERGY JUICELOW CALORIE ENERGY JUICE

PROJECT NAME : LOW CALORIE ENERGY JUICE PRODUCT NAME : ENFRESHCOMPANY NAME : INNOVATIVE

Prepared By : Abhinav Gupta Ajit Chauhan Ranjita Kumari Vikash Solanki

COMPANY’S MISSION STATEMENTCOMPANY’S MISSION STATEMENT

““To be a leading producer of fruit To be a leading producer of fruit juices based on dedication to nature, juices based on dedication to nature, corporate and process hygiene, corporate and process hygiene, dynamic leadership and commitment dynamic leadership and commitment to our partners and stakeholders.”to our partners and stakeholders.”

COMPANY’S PUNCH LINECOMPANY’S PUNCH LINE

Innovative -" Taste with low fats"Innovative -" Taste with low fats"

Enfresh is a 100 percent fruit juice which will be produced and marketed by the Enfresh is a 100 percent fruit juice which will be produced and marketed by the Innovative Agro Industries Ltd. Innovative Agro Industries Ltd.

Enfresh will produce juice in the following varieties :Enfresh will produce juice in the following varieties : Apricot Apricot Kiwi Kiwi Pomegranate Pomegranate AppleApple OrangeOrange PineapplePineapple GrapesGrapes MangoMango Mixed FruitMixed Fruit

LOW CALORIE ENERGY JUICELOW CALORIE ENERGY JUICE

Idea

IINTRODUCTION TO LOW CALORIE ENERGY JUICE(Enfresh)NTRODUCTION TO LOW CALORIE ENERGY JUICE(Enfresh)

People started too perished under the scorching heat of summer in our People started too perished under the scorching heat of summer in our country. They need an energy drink to refresh themselves. LOW CALORIE country. They need an energy drink to refresh themselves. LOW CALORIE ENERGY JUICE is a fresh juice product. It provides energy and keeps ENERGY JUICE is a fresh juice product. It provides energy and keeps people fresh when they are felt weak or tired from doing a lot of work.people fresh when they are felt weak or tired from doing a lot of work.

It contains vitamins and proteins which is a useful energy source. Vitamins It contains vitamins and proteins which is a useful energy source. Vitamins give Innovative and proteins are the energy cells that recharge the human give Innovative and proteins are the energy cells that recharge the human body so that they work at their maximum. With low fatsbody so that they work at their maximum. With low fats

The sportsmen, employees and workers become tired due to the work The sportsmen, employees and workers become tired due to the work burden and sunlight which make them feel loose. They need an energy burden and sunlight which make them feel loose. They need an energy drink that makes them re-energize so they may be able to perform better drink that makes them re-energize so they may be able to perform better again and feel refreshagain and feel refresh..

Industry AnalysisIndustry AnalysisBranded fruit beverage market in India is estimated to be worth Rs. 1,200 Branded fruit beverage market in India is estimated to be worth Rs. 1,200 crore (nectars, drinks and juices combined)crore (nectars, drinks and juices combined)The juice and juice drink category is among the fastest growing segments The juice and juice drink category is among the fastest growing segments

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

It’s the fastest growing liquid beverage category.It’s the fastest growing liquid beverage category.

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

The fruit drink marketThe fruit drink market

Juice Accounts 30%

Nectar 10%

Fruit Drinks 60%

Competitors

Parle Agro (Saint, Frooti, Appy, N-joi )Dabur (Real ) PepsiCo (Tropicana ) Coca Cola India (Minute Maid Pulpy Orange / Maaza )Godrej Beverages (Xs brand / Jumpin ) Mother Dairy (Safal) Surya Food & Agro(Freshgold)CavinKare Pvt Ltd (Maa Fruits Pvt Ltd. )

SWOT ANALYSISSWOT ANALYSIS•Adequate availability of raw Adequate availability of raw materialsmaterials•High consumer retention rateHigh consumer retention rate•Price, a competitive advantagePrice, a competitive advantage•Natural productNatural product

•Participation with a growing industry.Participation with a growing industry.•Competitive advantage over Competitive advantage over carbonated soft drinkscarbonated soft drinksWellness awareness amongst Wellness awareness amongst consumersconsumers•Commonwealth Delhi 2010Commonwealth Delhi 2010•Success of incredible India campaignSuccess of incredible India campaign

•Brand acknowledgementBrand acknowledgement•Limited financial resourcesLimited financial resources•Late entry into the market Seasonal Late entry into the market Seasonal availability of fruitsavailability of fruits

•Cut throat competitionCut throat competition•Unstable government policiesUnstable government policies•Global warmingGlobal warming

- Scarcity of raw material- Scarcity of raw material

OBJECTIVES &ISSUESOBJECTIVES &ISSUESObjective and Goals must be smart for the purpose of marketing plan as we Objective and Goals must be smart for the purpose of marketing plan as we know SMART means specific, measurable, attainable, realistic and timelyknow SMART means specific, measurable, attainable, realistic and timelyGrowth in all regions.Growth in all regions.Satisfy our customer.Satisfy our customer.Provide high quality Fruit Juice.Provide high quality Fruit Juice.

FIRST YEAR OBJECTIVEFIRST YEAR OBJECTIVEProfit maximization.Profit maximization.To earn a good reputation and create a good image of the To earn a good reputation and create a good image of the

company.company.

SECOND YEAR OBJECTIVES SECOND YEAR OBJECTIVES Increase the advertisement.Increase the advertisement.Generate 60% brand awareness with in the consumers target market Generate 60% brand awareness with in the consumers target market

ISSUESISSUESFollowing are the issues that “Low calorie energy JUICE” is facing:Following are the issues that “Low calorie energy JUICE” is facing:

In relation to the product launch our major issue is the ability to establish a In relation to the product launch our major issue is the ability to establish a well regarded brand name linked to a meaningful positioning. We must well regarded brand name linked to a meaningful positioning. We must heavily invest in market to create an image of our company and our brand. heavily invest in market to create an image of our company and our brand. We also need to measure the awareness and response from the customer We also need to measure the awareness and response from the customer about our product. So we can adjust our marketing efforts.about our product. So we can adjust our marketing efforts.

MARKET SEGMENTATIONMARKET SEGMENTATION

Geographic VariablesGeographic VariablesInnovative Agro has no set geographic target area. By leveraging the Innovative Agro has no set geographic target area. By leveraging the benefits of liberalization and integration of the markets of the world, FP benefits of liberalization and integration of the markets of the world, FP will seek to serve both domestic and international customers. will seek to serve both domestic and international customers. Metropolitan Cities, small cities, towns. Metropolitan Cities, small cities, towns. Density of Area: Urban, Semi-urban, and Rural. Density of Area: Urban, Semi-urban, and Rural. Climate: TropicalClimate: Tropical

Demographic VariablesDemographic VariablesAge – all age group Age – all age group Gender – Both Male and Female Gender – Both Male and Female Family size - doesn’t matter Family size - doesn’t matter Education - doesn’t matter Education - doesn’t matter Income – middle & hi end consumerIncome – middle & hi end consumerOccupation – student, working and retired peopleOccupation – student, working and retired peopleReligion – doesn’t matter Religion – doesn’t matter Nationality / Race – doesn’t matter Nationality / Race – doesn’t matter Language - doesn’t matter Language - doesn’t matter

Psychographic VariablesPsychographic VariablesPersonality = No ,Lifestyle =Yes ,Value = Yes and Attitude =YesPersonality = No ,Lifestyle =Yes ,Value = Yes and Attitude =Yes

Behavioral VariablesBehavioral VariablesBenefit sought Benefit sought Product usage rate Product usage rate Brand loyalty Brand loyalty Profitability Profitability Income status Income status Users perceive fruit juice as a healthy drink. Users perceive fruit juice as a healthy drink. Users drink fruit juice as a refreshing alternative to carbonated Users drink fruit juice as a refreshing alternative to carbonated drinks.drinks.Users willingly spend on products related to health and lifestyle.Users willingly spend on products related to health and lifestyle.Users enjoy fruit juice not only as a means of healthy life, but as Users enjoy fruit juice not only as a means of healthy life, but as an intrinsically enjoyable activity in itself.an intrinsically enjoyable activity in itself.


TARGET MARKET Recreational Recreational

FitnessFitness

HealthHealth

LifestyleLifestyle

SportsSports

Primary MarketPrimary Market

Kids – Fond of fruit juiceKids – Fond of fruit juice

Teen – More experimentalTeen – More experimental

Youth – Experimental and more buying powerYouth – Experimental and more buying power

Working PeopleWorking People

HousewifeHousewife

Elderly PeopleElderly People

Secondary MarketSecondary Market

Travel Industry – Airlines, Railways and Local Transport SystemsTravel Industry – Airlines, Railways and Local Transport Systems

Recreational – Movie Theatres, Malls, Amusement Parks etc.Recreational – Movie Theatres, Malls, Amusement Parks etc.

POSITIONINGPOSITIONING

“ “ A Low-Cal energy Juice Product.”A Low-Cal energy Juice Product.”

MARKETING MIX


Pricing Policy Pricing Policy Apply the concept of providing quality product at optimum priceApply the concept of providing quality product at optimum price

Provide Lucrative discounts, deals and schemesProvide Lucrative discounts, deals and schemes

Adopt sales oriented objectiveAdopt sales oriented objective

Have one price policy to maintain a goodwill among customers.Have one price policy to maintain a goodwill among customers.

Pricing StrategyPricing Strategy

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

As we come up in the demand, we will increase our prices and will As we come up in the demand, we will increase our prices and will provide more efficient and affordable juices provide more efficient and affordable juices


Pricing Strategic Pricing Strategic

Penetration PricingPenetration Pricing

Our product will be lie on Our product will be lie on penetration strategy with penetration strategy with high quality & low pricehigh quality & low price

For introducing new For introducing new product product

Price low to capture Price low to capture market sharemarket share

Expect to make profit in Expect to make profit in volume volume


PLACE PLACE Distribution ChannelDistribution Channel


Bangalore

Delhi

Chennai

Mumbai

Kolkata

Within region

Conclusion Innovative is become to world leader in Beverages’ Innovative is become to world leader in Beverages’

Industries, driving the transformation and growth Industries, driving the transformation and growth of the converging Healthy and Energetic of the converging Healthy and Energetic Environment. Innovative is about enhancing taste Environment. Innovative is about enhancing taste and exploring new way to feel fresh and healthy. and exploring new way to feel fresh and healthy. Explore the full potential of Enfresh with Different Explore the full potential of Enfresh with Different Flavors coming in market with full of competition.Flavors coming in market with full of competition.

Thank YouThank You


Documents

Enfresh Juice Presentation