Presentation By 1. Group Members Rajani, Priti, Seema 2. AGRICULTURE 3. BRAND- Fresh Energy Juice 4.

CONTENTS
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About Company Objective Aim Location Financials Mission Vision Situational Analysis SWOTT Analysis PEST Analyses Target Market Competitive Analysis Fresh energy juice

5. COMPANY INFORMATION
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Fresh energy juice Agro is a company which will produce fruit juice. Fresh energy juice Agro is going to make unique position in terms of corporate presence and also a platform for other Fruit Juice companies, with its advanced technology and the instrumentation required to manufacture a Juice that has many different flavors, for at most customer satisfaction. Fresh energy juice Agro will be an environmentfriendly company dedicated on sustainable development and corporate social responsibility, as a service to society and preservation of nature. The product selected is Juice and our brand name is Fresh Energy Juice Fresh energy juice is a 100 percent fruit juice which will be produced and marketed by the Fresh energy juice Agro Industries Ltd. Fresh energy juice will produce juice in the following varieties :

6. Selection of the product

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7. Product
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Sea buckthorn Apricot

Passion Fruit Kiwi Pomegranate Apple Orange Pineapple Grapes Guava Mango Mixed Fruit Pear Kullu, Himachal Pradesh raw material Carry out business in the field of horticulture and food processing in Himachal Pradesh Target of capturing at least 10 % of the market share within a year and 20 %by 2011-end Will be incorporated with an initial investment of Rs.15 cr (150 million)

8. LOCATION
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9. OBJECTIVES
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10. FINANCIAL
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11. MISSION
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To be a leading producer of fruit juices based on dedication to nature, corporate and process hygiene, dynamic leadership and commitment to our partners and stakeholders. To be capable to deliver the range and quality of Juice which the customer demands, which can only be fulfilled by the modern technology which will have the scale and worldwide presence to do so competitively Branded fruit beverage market in India is estimated to be worth Rs. 1,200 crore. The fruit drink market

12. VISION
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13. INDUSTRIAL ANALYSIS

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Nectar 10 % Fruit drinks 60 % Juice accounts 30 % 14. Contents

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The juice and juice drink category is among the fastest growing segments Fruit drinks as a category is growing at 18-20%, carbonated soft drinks are growing at 6-8 %. Its the fastest growing liquid beverage category. More than 90 % of sales happen through the unorganized route - juice centers, street corner shops and so on.

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15. o Adequate availability of raw

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materials High consumer retention rate Price, a competitive advantage Natural product Seasonal availability of fruits Brand acknowledgement Limited financial resources Late entry into the market Participation with a growing industry. Competitive advantage over carbonated soft drinks Wellness awareness amongst consumers Commonwealth Delhi 2010 Success of incredible India campaign Cut throat competition Unstable government policies Global warming - Scarcity of raw material Health and Lifestyle Product

16. TRENDS
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Eco friendly packaging Promoting anti Botulism E-commerce

17. 18. POLITICAL

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Tax Laws Stability of Government Law of hiring and promotion Increasing GDP Burgeoning middle class Higher Disposable Incomes, hence more consumer buying power Easy availability of loans from banks Changing consumer habits & lifestyles - The Indian consumer of today is clearly seeking healthier alternatives Consumer buying behavior Advancement of newer technology

19. ECONOMIC
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20. SOCIOCULTURAL
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21. TECHNOLOGICAL
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Government providing thrust on R&D Primary and Secondary Markets Market Segmentation

22. TARGET MARKET

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Geographic variables Demographic variables Psychographic variables Behavioral variables Recreational Fitness Health Lifestyle Sports Primary Market Kids Fond of Fruit Juice (fond of mango, strawberry) Teens More experimental Youth Experimental and more buying power Working People

23. Target Markets

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24. Contd..
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Housewives Elderly people Secondary Market Travel Industry Airlines, Railways and Local Transport Systems Recreational Movie Theatres, Malls, Amusement Parks, school, collages, hotels, restaurants, bars etc. 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 Geographic variables Demographic variables Psychographic variables Behavioral variables FP Agro has no set geographic target area. By leveraging the benefits of liberalization and integration of the markets of the world, Fresh energy juice will seek to serve both domestic. Metropolitan Cities, major cities of the states, and towns.

25. Contd..
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26. Market Segmentation

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27. Geographic variables

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Density of Area: Urban, Semi-urban, Rural. Climate: Tropical Age all age group gender Both Male and Female family size - doesnt matter Education - doesnt matter Income middle & hi end consumer occupation student, working and retired people religion doesnt matter nationality/race doesnt matter language - doesnt matter

28. Demographic variables

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29. Psychographic variables Personality No Lifestyle Yes Value Yes Attitude Yes 30. Behavioral variables
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benefit sought product usage rate brand loyalty profitability income status

31. Contd..

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Users perceive fruit juice as a healthy drink. Users drink fruit juice as a refreshing alternative to carbonated drinks. Users willingly spend on products related to health and lifestyle. Users enjoy fruit juice not only as a means of healthy life, but as an intrinsically enjoyable activity in itself. Identification Of Competitors Competitor Analysis Market share Comparison Strengths & Weaknesses of Competitor

32. COMPETITIVE ANALYSIS

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33. Identification of Competitors Cavin Kare Pvt Ltd (Maa Fruits Pvt Ltd. ) Coca Cola India (Minute Maid Pulpy Orange / Maaza ) PepsiCo (Tropicana ) Parle Agro (Frooti / Appy/ N-joi ) Dabur (Real ) Godrej Beverages (Xs brand / Sofit )

Ladakh Foods (Leh Berry) Mother Dairy (Safal) Freshgold

34. Market Share of Competitors 35. Comparison within the major competitors
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Tropicana is a product of vast PEPSI family Pepsi's Tropicana brand fruit juice has outpaced the growth of the packaged fruit juices market in India. The company sources orange juice concentrates from Brazil. They come in Tetrapaks of one litre and PET bottles of 500 ml and one litre. Pepsi also markets Gatorade an energy drink for the sports personnel which is a sugar-free Diet Pepsi. Pepsi, in association with HLL have launched Lipton iced tea Dabur's flagship brand Real fruit juice is a market leader in the packaged fruit juice category. Real with a market share of 35 % offers to its consumers the largest range of 9 juices that comprise orange, mango, pineapple, mixed fruit, grape, guava, tomato, litchi and cranberry.

Real Active orange carrot juice, India's first packaged fruit + vegetable juice. Real offers traditional 'cooling' recipes in a ready-todrink format ie Aam panna, pomegranate (anar) and watermelon . Spread over 11 acres and geared to process 150 tonnes of fruit per day, it has the capacity to produce 192 tonnes of pulp/concentrate. Frooti from Parle Agro is the largest distributed fruit drink with 85 % market share in India. It reaches more than 10 lakh retail outlets in up to class C towns The company's another revenue earning brand includes Bisleri water. It has a market share of 40 %. Maaza was acquired by Coca Cola India. Over the years, Maaza has become synonymous with mango. The drink became a hit with successful advertisement campaigns like "Taaza mango, maaza mango,' and 'Botal mein aam, maaza hain naam. It5 is available in 200 ml , 250 ml , 125 ml Tetrapak and 200 ml Tetrapak.

36. Comparison within the major competitors

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37. Competitor Analysis

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Tiger Competitor Counter attack every strategy Aggressive Few in number example: Coca-Cola, PepsiCo Strategic Competitor Reacts to a select strategy Mediocre example: Parle Agro Stochastic Competitor Unpredictable Weak in nature; can become strong example: Mother Dairy Laid Back Competitor Confident about their product Defensive Generally monopolies Brand Loyal Customers example: Dabur

38. Strengths & Weakness of competitors Name Strengths Weakness CavinKare Pvt Ltd Acquired Maa Fruits Pvt Ltd Distribution network Entering in a new segment Coca Cola India Global leader in beverages Growing Fast New Entry PepsiCo Global Brand in beverage Less Product Line Parle Agro Market share Less Product Line Dabur Market leader Less cost effective Godrej Beverages Innovation New entry Ladakh Foods Nutrients Taste Mother dairy Cost Effective New Entry 39. Marketing Objective & Strategies
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Product Place Pricing Promotion

40. Product brand name Fresh Punch Identification Our product lie in introduction period PLC Fresh Punch is a 100 percent fruit juice which will be produced and marketed by the FP Agro Industries Ltd. Features Fruit Juice Type 41. Product Life Cycle
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Our product lie in introduction period Low sales High costs per customer

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Negative profits Innovator customers Few competitors Objective: 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 Distribution Channel Product location availability Modes of transportation

42. Place
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43. Distribution Channel Kullu Delhi Chennai Mumbai Bangalore Within region 44. Delhi Chennai Mumbai Bangalore Kullu Kullu Kullu Kullu Kullu 45. Product Location Availability

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FP Agro 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 domestic and international customers. Metropolitan Cities, small cities, towns. Density of Area: Urban, Semi-urban, Rural. From road transportation

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46. Modes of transportation

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47. 48. Pricing Policy

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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. 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.

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49. Pricing Strategy

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

50. Pricing Strategic Matrix

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51. Breakeven point 52. Demand

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Desire refers to people's willingness to own a good. Demand is the amount of a good that consumers are willing and able to buy at a given price. Factors Influencing our juice Demand The amount of a good demanded depends on:

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the price of the juice the income of consumers the demand for alternative juice which could be used ( substitutes )

the demand for juice used at the same time ( complements ) Whether people like the taste of juice ( consumer taste ). Supply is the amount of a good producers are willing and able to sell at a given price. Factors Influencing Supply of our juice The total sells of juice depend on

53. Supply
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the price of the good; the cost of making the good; the supply of alternative goods the producer could make with the same resources ( competitive supply ); the supply of goods actually produced at the same time ( joint supply ); unexpected events that affect supply. The factors which will contribute to the success for our juice demands in market: High consumer retention rate

54. Factors
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Price, a competitive advantage Natural product Great distribution network Well Health product

55. Launching and Promotion

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Promotional Tactics Provide free samples in the market for the brand awareness The following shows the advertising in the print media to our target audience by using the message showing a glass full of juice Drink this much every day Change beverage choices in vending machines at school and collages Assess the financial impact on school and collage profits Identify approaches to promote healthful beverage choices and maintain profits for schools and collages Targeting 3,500 in smallest school and collages all over India, 20, 000 in largest school and collages all over India

56. Advertising
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57. Long-Term Strategy

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58. Contd.
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Change advertising on beverage vending machines Change beverage choices to water, sports drinks, and 100% fruit juices Collect and submit monthly financial data from school and collages Provide a Rs. 3,000 incentive per school in the project Location of current vending machines

59. Factors to Consider - Vending Machines

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Power sources Marketing strategies Size of Cans and or Bottles Cans, Bottles, or both Pricing strategies

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Lower for healthier choices Price all beverages the same Price based on ounces We will tie up with PVR cinemas to increase our branding.

60. Tie Up Promotion Strategy

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Will be putting up vending machines in every pvr cinemas like Bangalore, Gujarat, Hyderabad, Maharashtra, MP, NCR, Punjab, UP Will be giving our brand (juice) to be use in movie. Example: In movie Yaadein Pass-Pass, Hero cycle, Coca cola `in-film advertising' - a brand using the medium of cinema to promote its message. A number of marketers are now using movies to project the core values of their brands. In-film advertising, in its most effective form, is about a brand being a part of the cinema's content. Take for instance, the Hollywood flick `What Women Want'. This Mel Gibson starrer has a Nike commercial as part of the script. It gels with the script so well that you don't realized you're watching a commercial camouflaged in the screenplay

61. `in-film advertising'

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62. Thank You