罕见的果汁行业商务讲座模板之新鲜混合水果汁的市场分析和营销

罕见的果汁行业商务讲座模板之新鲜混合水果汁的市场分析和营销CONTENTSAboutCompanyObjectiveAimLocationFinancialsMissionVisionSituationalAnalysisSWOTTAnalysisPESTAnalysesTargetMarketCompetitiveAnalysisFreshPunchCOMPANYINFORMATIONFPAgroisacompanywhichwillproducefruitjuice.FPAgroisgoingtomakeuniquepositionintermsofcorporatepresenceandalsoaplatformforotherFruitJuicecompanies,withitsadvancedtechnologyandtheinstrumentationrequiredtomanufactureaJuicethathasmanydifferentflavors,forutmostcustomersatisfaction.FPAgrowillbeanenvironment-friendlycompanydedicatedonsustainabledevelopmentandcorporatesocialresponsibility,asaservicetosocietyandpreservationofnature.SelectionoftheproductTheproductselectedisJuiceandourbrandnameisFreshPunchJuiceFreshPunchProductFreshPunchisa100percentfruitjuicewhichwillbeproducedandmarketedbytheFPAgroIndustriesLtd.FreshPunchwillproducejuiceinthefollowingvarieties:SeabuckthornApricotPassionFruitKiwiPomegranateAppleOrangePineappleGrapesGuavaMangoMixedFruitPearFreshPunchLOCATIONKullu,HimachalPradesh–rawmaterialFreshPunchOBJECTIVESCarryoutbusinessinthefieldofhorticultureandfoodprocessinginHimachalPradeshTargetofcapturingatleast10percentofthemarketsharewithinayearand20percentby2010-endFINANCIALWillbeincorporatedwithaninitialinvestmentofRs.15cr(150million)MISSION“Tobealeadingproduceroffruitjuicesbasedondedicationtonature,corporateandprocesshygiene,dynamicleadershipandcommitmenttoourpartnersandstakeholders.”VISION“TobecapabletodelivertherangeandqualityofJuicewhichthecustomerdemands,whichcanonlybefulfilledbythemoderntechnologywhichwillhavethescaleandworldwidepresencetodosocompetitively”

Nectar10%INDUSTRIALANALYSISBrandedfruitbeveragemarketinIndiaisestimatedtobeworthRs.1,200crore(nectars,drinksandjuicescombined)Thefruitdrinkmarket

Fruitdrinks60%Juiceaccounts30%Cont..ThejuiceandjuicedrinkcategoryisamongthefastestgrowingsegmentsFruitdrinksasacategoryisgrowingat18-20percent,carbonatedsoftdrinksaregrowingat6-8percent.It’sthefastestgrowingliquidbeveragecategory.Morethan90%ofsaleshappenthroughtheunorganizedroute-juicecenters,streetcornershopsandsoon.AdequateavailabilityofrawmaterialsHighconsumerretentionratePrice,acompetitiveadvantageNaturalproductSeasonalavailabilityoffruitsBrandacknowledgementLimitedfinancialresourcesLateentryintothemarketParticipationwithagrowingindustry.CompetitiveadvantageovercarbonatedsoftdrinksWellnessawarenessamongstconsumersCommonwealthDelhi2010SuccessofincredibleIndiacaignCutthroatcompetitionUnstablegovernmentpoliciesGlobalwarming-ScarcityofrawmaterialTRENDSHealthandLifestyleProductEcofriendlypackagingPromotingantiBotulismE-commercePOLITICALTaxLawsStabilityofGovernmentLawofhiringandpromotion

ECONOMICIncreasingGDPBurgeoningmiddleclassHigherDisposableIncomes,hencemoreconsumerbuyingpowerEasyavailabilityofloansfrombanksSOCIOCULTURALChangingconsumerhabits&lifestyles-TheIndianconsumeroftodayisclearlyseekinghealthieralternativesConsumerbuyingbehaviorTECHNOLOGICALAdvancementofnewertechnologyGovernmentprovidingthrustonR&DTARGETMARKETPrimaryandSecondaryMarketsMarketSegmentationGeographicvariablesDemographicvariablesPsychographicvariablesBehavioralvariablesTargetMarketsRecreationalFitnessHealthLifestyleSportsContd..PrimaryMarket

Kids–FondofFruitJuice(fondofmango,strawberry) Teens–Moreexperimental Youth–Experimentalandmorebuyingpower WorkingPeople Housewives Elderlypeople

Contd..SecondaryMarket

TravelIndustry–Airlines,RailwaysandLocalTransportSystems Recreational–MovieTheatres,Malls,AmusementParks,school,collages,hotels,restaurants,barsetc.MarketSegmentationMarketsegmentationistheprocessinmarketingofdividingamarketintodistinctsubsets(segments)thatbehaveinthesamewayorhavesimilarneedsVariablesUsedforSegmentationGeographicvariablesDemographicvariablesPsychographicvariablesBehavioralvariablesGeographicvariablesFPAgrohasnosetgeographictargetarea.Byleveragingthebenefitsofliberalizationandintegrationofthemarketsoftheworld,FPwillseektoservebothdomesticandinternationalcustomers.MetropolitanCities,majorcitiesofthestates,andtowns.DensityofArea:Urban,Semi-urban,Rural.Climate:TropicalDemographicvariables

Age–allagegroupgender–BothMaleandFemalefamilysize-doesn’tmatterEducation-doesn’tmatterIncome–middle&hiendconsumeroccupation–student,workingandretiredpeoplereligion–doesn’tmatternationality/race–doesn’tmatterlanguage-doesn’tmatterPsychographicvariables

PersonalityNoLifestyleYesValueYesAttitudeYesBehavioralvariablesbenefitsoughtproductusageratebrandloyaltyprofitabilityincomestatusContd..Usersperceivefruitjuiceasahealthydrink.Usersdrinkfruitjuiceasarefreshingalternativetocarbonateddrinks.Userswillinglyspendonproductsrelatedtohealthandlifestyle.Usersenjoyfruitjuicenotonlyasameansofhealthylife,butasanintrinsicallyenjoyableactivityinitself.COMPETITIVEANALYSISIdentificationOfCompetitorsCompetitorAnalysisMarketshareComparisonStrengths&WeaknessesofCompetitorIdentificationofCompetitorsCavinKarePvtLtd(MaaFruitsPvtLtd.)CocaColaIndia(MinuteMaidPulpyOrange/Maaza)PepsiCo(Tropicana)ParleAgro(Frooti/Appy/N-joi)Dabur(Real)GodrejBeverages(Xsbrand/Sofit)LadakhFoods(LehBerry)MotherDairy(Safal)FreshgoldMarketShareofCompetitorsComparisonwithinthemajorcompetitorsTropicanaisaproductofvastPEPSIfamilyPepsi'sTropicanabrandfruitjuicehasoutpacedthegrowthofthepackagedfruitjuicesmarketinIndia.ThecompanysourcesorangejuiceconcentratesfromBrazil.TheycomeinTetrapaksofonelitreandPETbottlesof500mlandonelitre.PepsialsomarketsGatoradeanenergydrinkforthesportspersonnelwhichisasugar-freeDietPepsi.Pepsi,inassociationwithHLLhavelaunchedLiptonicedteaDabur'sflagshipbrandRealfruitjuiceisamarketleaderinthepackagedfruitjuicecategory.Realwithamarketshareof35%offerstoitsconsumersthelargestrangeof9juicesthatcompriseorange,mango,pineapple,mixedfruit,grape,guava,tomato,litchiandcranberry.RealActiveorangecarrotjuice,India'sfirstpackagedfruit+vegetablejuice.Realofferstraditional'cooling'recipesinaready-to-drinkformatieAampanna,pomegranate(anar)andwatermelon.Spreadover11acresandgearedtoprocess150tonnesoffruitperday,ithasthecapacitytoproduce192tonnesofpulp/concentrate.ComparisonwithinthemajorcompetitorsFrootifromParleAgroisthelargestdistributedfruitdrinkwith85%marketshareinIndia.Itreachesmorethan10lakhretailoutletsinuptoclassCtownsThecompany'sanotherrevenueearningbrandincludesBisleriwater.Ithasamarketshareof40%.MaazawasacquiredbyCocaColaIndia.Overtheyears,Maazahasbecomesynonymouswithmango.Thedrinkbecameahitwithsuccessfuladvertisementcaignslike"Taazamango,maazamango,'and'Botalmeinaam,maazahainnaam.It5isavailablein200ml,250ml,125mlTetrapakand200mlTetrapak.

CompetitorAnalysisTigerCompetitorCounterattackeverystrategyAggressiveFewinnumberexle:Coca-Cola,PepsiCoStrategicCompetitorReactstoaselectstrategyMediocreexle:ParleAgroStochasticCompetitorUnpredictableWeakinnature;canbecomestrongexle:MotherDairyLaidBackCompetitorConfidentabouttheirproductDefensiveGenerallymonopoliesBrandLoyalCustomersexle:DaburStrengths&WeaknessofcompetitorsNameStrengthsWeaknessCavinKarePvtLtdAcquiredMaaFruitsPvtLtdDistributionnetworkEnteringinanewsegmentCocaColaIndiaGloballeaderinbeveragesGrowingFastNewEntryPepsiCoGlobalBrandinbeverageLessProductLineParleAgroMarketshareLessProductLineDaburMarketleaderLesscosteffectiveGodrejBeveragesInnovationNewentryLadakhFoodsNutrientsTasteMotherdairy

CostEffectiveNewEntryMarketingObjective&StrategiesProductPlacePricingPromotionProductTypeFruitJuiceFeaturesFreshPunchisa100percentfruitjuicewhichwillbeproducedandmarketedbytheFPAgroIndustriesLtd.PLCOurproductlieinintroductionperiodIdentificationbrandname–FreshPunchProductLifeCycle

OurproductlieinintroductionperiodLowsalesHighcostspercustomerNegativeprofitsInnovatorcustomersFewcompetitorsObjective:tocreateawarenessandtrialOfferabasicproductPriceatcost-plusSelectivedistributionAwareness–dealersandearlyadoptersInducetrialviaheavysalespromotionPlaceDistributionChannelProductlocationavailabilityModesoftransportation

DistributionChannelKulluDelhiChennaiMumbaiBangaloreWithinregionDelhiChennaiMumbaiBangaloreKulluKulluKulluKulluKulluProductLocationAvailability

FPAgrohasnosetgeographictargetarea.Byleveragingthebenefitsofliberalizationandintegrationofthemarketsoftheworld,FPwillseektoservebothdomesticandinternationalcustomers.MetropolitanCities,smallcities,towns.DensityofArea:Urban,Semi-urban,Rural.ModesoftransportationFromroadtransportation

PricingPolicyApplytheconceptofprovidingqualityproductatoptimumpriceProvideLucrativediscounts,dealsandschemesAdoptsalesorientedobjectiveHaveonepricepolicytomaintainagoodwillamongcustomers.PricingStrategySo,asanewcomerourpricingstrategyistointroduceourproductsinthemarketatlowerpricessoastocreatethehugedemandinthemarketandtocompetewithothercompetitors.Aswecomeupinthedemand,wewillincreaseourpricesandwillprovidemoreefficientandaffordablejuicesPricingStrategicMatrixPenetrationPricingOurproductwillbelieonpenetrationstrategywithhighquality&lowpriceForintroducingnewproduct

PricelowtocapturemarketshareExpecttomakeprofitinvolumeBreakevenpointDemandDesirereferstopeople'swillingnesstoownagood.Demandistheamountofagoodthatconsumersarewillingandabletobuyatagivenprice.FactorsInfluencingourjuiceDemandTheamountofagooddemandeddependson:thepriceofthejuicetheincomeofconsumersthedemandforalternativejuicewhichcouldbeused(substitutes)thedemandforjuiceusedatthesametime(complements)whetherpeoplelikethetasteofjuice(consumer

taste).SupplySupplyistheamountofagoodproducersarewillingandabletosellatagivenprice.FactorsInfluencingSupplyofourjuiceThetotalsellsofjuicedependon

thepriceofthegood;thecostofmakingthegood;thesupplyofalternativegoodstheproducercouldmakewiththesameresources(competitive

supply);thesupplyofgoodsactuallyproducedatthesametime(jointsupply);unexpectedeventsthataffectsupply.FactorsThefactorswhichwillcontributetothesuccessforourjuicedemandsinmarket:HighconsumerretentionratePrice,acompetitiveadvantageNaturalproductGreatdistributionnetworkWell–HealthproductLaunchingandPromotionPromotionalTacticsProvidefreeslesinthemarketforthebrandawarenessAdvertisingThefollowingshowstheadvertisingintheprintmedia–toourtargetaudiencebyusingthemessageshowingaglassfullofjuice“Drinkthismucheveryday”

Long-TermStrategyChangebeveragechoicesinvendingmachinesatschoolandcollagesAssessthefinancialimpactonschoolandcollageprofitsIdentifyapproachestopromotehealthfulbeveragechoicesandmaintainprofitsforschoolsandcollagesTargeting3,500insmallestschoolandcollagesalloverIndia20,000inlargestschoolandcollagesalloverIndiaContd….ChangeadvertisingonbeveragevendingmachinesChangebeveragechoicestowater,sportsdrinks,and100%fruitjuicesCollectand