Fruit Punch - Marketing

AcknowledgementWe thank our guide Professor Eiram Shaikh for her exemplary guidance, monitoring and constant encouragement throughout the course of this thesis.

We even would like to thank our colleagues for the co-operation given by them.

Group Members

Parth Badani - 103Siddhi Gor - 111Jay Gujarati - 112Avni Shah - 142Hiral Shah - 143Saumil Shah - 148Beverages Market in IndiaAlcoholic DrinksBeerSpiritsWineSoft DrinksBottled WaterCarbonated DrinksJuicesSports Energy Drinks

Industrial AnalysisGrowth of fruit drink market

Inhome consumption of fruit drinks

Mango based drinks industry.

Sales

Production

Advanced technology and the instrumentation

Environment-friendly company

HeadquarterAbout FP Agro Pvt LtdWhy this Product?India currently produces about 50 million tones of fruits, which is about 9% of the worlds production of fruits.Though India has a strong raw material base, it has been unable to tap the potential for processing and value addition in perishables like fruits and vegetables.Only about 2 percent of the fruits and vegetables in India are processed, which is much lower when compared to countries like USA (65 %), Philippines (78%) and China (23)%

Factors driving demand for our productChanging age profile

Increase in Income

Social Changes

Life style factors

Availability of Organized Retail outlets

Target MarketPrimary MarketKids Fond of Fruit Juice (fond of mango, strawberry)Teens More experimentalYouth Experimental and more buying powerWorking PeopleHousewivesElderly people

Secondary MarketTravel IndustryAirlines, Railways and Local Transport SystemsRecreationalMovie Theatres, Malls, Amusement Parks.School, CollegesHotels, Restaurants, Bars etc.

Market SegmentationGeographic

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: TropicalDemographic

Age all age groupGender Both Male and FemaleFamily size - doesnt matterEducation - doesnt matterIncome middle & hi end consumerOccupation student, working and retired peopleNationality/race doesnt matterLanguage - doesnt matterPsychographic

Behavioural

Benefit soughtProduct usage rateBrand loyaltyProfitabilityIncome status

PersonalityNoLifestyleYesValueYesAttitudeYes

Real with a market share of 57 % offers to its consumers the largest range of 9 juices that comprise orange, mango, pineapple, mixed fruit, grape, guava, tomato, litchi and cranberry.

Frooti from Parle Agro is the largest distributed fruit drink with 85% market share (Tetra Pack). It reaches more than 10 lakh retail outlets in up to class C towns.

The drink became a hit with successful advertisement campaigns like "Taaza mango, maaza mango and Botal mein aam, maaza hain naam.

Major Competitor Analysis

Marketing MixProductFresh punch is a 100 percent fruit juice which will be produced and marketed by the FP Agro Industries Ltd.Brand Name: FRUIT PUNCHOur Product Variants

Green AppleMango ManiaMixed FruitPineapple OrangePlace

Kullu(Himachal Pradesh)Hazira and Dahej(Gujarat)

Pricing StrategyAs a new comer our pricing strategy will be based on Penetration Pricing

PromotionBrand 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.

In-film advertising.

Web MarketingSocial Networking

Creating a community on FacebookCreating a fan page on Facebook

Creating an active account and giving regular updates on productEncouraging suggestions by followers

MissionTo be a leading producer of fruit drinks based on dedication to nature, corporate and process hygiene, dynamic leadership and commitment to our partners and stakeholders.

VisionTo be India's premier Fruit Drinks Company, offering nutritious and superior quality tasting drinks to its consumers. By 2016 we aim to achieve 30% of market share, and while doing it we would be the best in terms of consumer value, customer service, employee talent, and consistent and predictable growth.

5 Year PlanningTarget of capturing 5% of the market share within a year and 30% by 2016-end

Initially we would be outsourcing the processing of fruits, but after 3 years we would check the feasibility of starting our own processing plant.

R&D Department to be set up by 2014 early, in order to facilitate innovation in existing products.

We would open Satellite Branches in Major Cities to facilitate product training & improve on Market Share.

FP Agro will be undertaking a host of energy conservation measures.