FRESH PUNCHLIVE IT UP…

Presented By:Abhinav Malik

Akhil Birdi

Neha Tyagi

OBJECTIVE OF TODAY’S DISCUSSION Objective

Overview about Company

Target Market-Segmentation

Product

Price

Place

Promotion

SWOT Analysis

Financial Analysis

Competitive Analysis

Why should company invest in Fresh Punch?

OVERVIEW ABOUT PEPSICO PepsiCo is a global food and beverage leader with net revenues of more

than $65 billion and a product portfolio that includes 22 brands that generate more than $1 billion each in annual retail sales. Main businesses – Quaker, Tropicana, Gatorade, Frito-Lay and Pepsi-Cola – make hundreds of enjoyable foods and beverages that are loved throughout the world

Goal is to nourish consumers with a range of products that deliver great taste, convenience and affordability, from simple treats to healthy offerings

PepsiCo India’s expansive portfolio includes iconic refreshment beverages Pepsi, 7UP, Nimbooz, Mirinda, Slice and Mountain Dew, in addition to low-calorie options such as Diet Pepsi, hydrating and nutritional beverages such as Aquafina drinking water, isotonic sports drink Gatorade and fruit juices such as Tropicana and Tropicana 100%

PRODUCT Fresh Punch is a non-alcoholic concentrated squash made with fruits, herbs

and vegetable extracts with no artificial color added.

Made with-Fruits(orange, citron, pineapple, apple, berries, strawberry, raspberry, loganberry, blackberry, cherry, concord grapes, blackcurrant and watermelon), Vegetables(Spinach, Carrot, Mint), Herbs, Roots, Flowers.

EASY TO MAKE •1 glass cold water•2 tablespoons of Fresh Punch•2 ice cubes

Note- A Refreshing, Delicious & Healthy Drink.It can also be used for making ice cream and faloodas also.

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 similar needs

Variables Used for Segmentation

1. Geographic variables

2. Demographic variables

3. Socio-economic variables

4. Psychographics

GEOGRAPHICAL VARIABLES Fresh Punch 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 their customers.

Metropolitan Cities, major cities of the states, and towns.

Density of Area: Urban, Semi-urban, Rural.

Climate: Tropical

DEMOGRAPHIC VARIABLES Age – all age group

gender – Both Male and Female

family size - doesn’t matter

Education - doesn’t matter

Income – middle & hi end consumer

occupation – student, working and retired people

religion – doesn’t matter

nationality/race – doesn’t matter

language - doesn’t matter

SOCIO-ECONOMIC CLASS All class from A to C. Fresh Punch is consumed by the upper class, middle

class as well as the affording chunk of lower class. However, the major portion of consumers of this drink is formed by the middle class & lower class people, due to its affordability.

PSYCHOGRAPHIC VARIABLES Health Conscious- It will be manufactured using natural ingredients.

Usage- It will be consumed as cold drinks in summers during which period its sales are the highest.

Personality-

MARKETING OBJECTIVE & STRATEGY Product

Pricing

Place

Promotion

PRODUCT

PRODUCTType Squash

Features Fresh Punch is a 100 percent healthy drink which will be produced and marketed by PepsiCo

PLC Introduction Period

Identification Brand Name- Fresh Punch

PRODUCT LIFE CYCLEOur product lie in 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 promotion

PLACE Distribution Channel

Product location availability –Density of areas(Urban, Semi-urban, Rural areas); Metropolitan Cities, small cities, towns.

Modes of transportation – Road Transportation

DISTRIBUTION CHANNEL

Within Region

Mumbai

DelhiChenna

iBanglore

Outskirts of Manali

Delhi

Chennai

Mumbai

Banglore

Manali

Manali

Manali

Manali

Manali

PRICING

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 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 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

PRICING STRATEGY MATRIX

Penetration Pricing

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

• For introducing new product • Price low to capture market share • Expect to make profit in volume

PROMOTION

LAUNCHING & PROMOTIONPromotional Tactics

Provide free samples in the market for the brand awareness

Use of social media

Promotion Mix- Advertising, Print Media etc.

ADVERTISING The following shows the advertising in the print media – to our target

audience by using the message showing a glass full of Fresh Punch “Drink this much every day!

• Cut throat competition

• Unstable government policies

• Participation with a growing industry.

• Fitness conscious people can be served by introducing sugar free drink.

• Ready to drink

• Seasonal availability of fruits

• Changing taste & preference

• Late entry into the market

• Adequate availability of raw materials

• Brand Loyalty• Price, a competitive

advantage• Natural Product

Strengths Weakness

ThreatsOpportunities

FINANCIAL Will be incorporated with an initial investment of Rs.15 cr (150 million)

COMPETITIVE ANALYSISIdentification Of Competitors - Hamadard (Roohafza), Kissan squahes. Tang,

Rasna.

Competitor Analysis

Market share

Comparison

Strengths & Weaknesses of Competitor

BIBLIOGRAPHY http://www.slideshare.net/aqibmaniar2011/roohafza

http://ibnlive.in.com/news/why-is-rooh-afza-every-indians-favourite-drink-7-things-that-show-how-deeply-were-in-love-with-rooh-afza/469970-79.html

http://marketingpractice.blogspot.in/2006/01/rasna-i-love-u-rasna.html

http://www.pepsicoindia.co.in/

http://www.pepsicoindia.co.in/company/our-mission-and-vision.html

http://www.slideshare.net/guest595aed/fresh-punch-new-product-strategy

THANK YOU