The product selected is Juice and our brand name is Fruit Splash
Fruit Splash Juice will produce juice in the following
Basic purpose is to provide fresh and health fruit
juices to the people of Pakistan
Target of capturing at least 5 per cent of the
market share within a year and then 15 per cent
over the time.
“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
“To be capable to deliver the range and quality of
Juice which the customer demands, which can only
be fulfilled by the modern technology
•Enough availability of raw
•High consumer retention rate
•Price, a competitive advantage
•Participation with a growing industry.
•Competitive advantage over carbonated
•Awareness among consumer
•Seasonal availability of fruits
•Limited financial resources
•Tough competition in the market
•Cut throat competition
•Unstable government policies
•High Tax rate in Pakistan
•Competitors High resources
Stability of Government
Law of hiring and promotion
Growing middle class
Higher Disposable Incomes, hence more consumer
Easy availability of loans from banks
Changing consumer habits & lifestyles - The Pakistan
consumer of today is clearly seeking healthier
Consumer buying behavior
Advancement of newer technology
Government providing thrust on R&D
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
Fruit Splash has set geographic target area. Company
will serve domestic and rural areas.
Metropolitan Cities, small cities of the pakistan, and
Density of Area: Urban, Semi-urban, Rural.
Age – all age group
gender – Both Male and Female
family size - doesn’t matter
Education - doesn’t matter
Income – middle & lower middle class consumer
occupation – student, working and retired people, labour
religion – doesn’t matter
nationality/race – doesn’t matter
language - doesn’t matter
product usage rate
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.
o Geographic variables
o Demographic variables
o Psychographic variables
o Behavioral variables
The juice and juice drink category is among the fastest growing
Fruit drinks as a category is growing at 18-20 per cent,
carbonated soft drinks are growing at 6-8 per cent.
It’s the fastest growing liquid beverage category.
More than 90 % of sales happen through the unorganized route
- juice centers, street corner shops and so on.
Fruit Splash is a 100 percent fruit juice which will be
produced and marketed by Ahsan & umair Industries
Our product lie in introduction period
brand name – Fruit Splash
Our product lie in introduction
High costs per customer
Objective: to create awareness
Offer a basic product
Price at cost-plus
Awareness – dealers and early
Induce trial via heavy sales
Product location availability
Modes of transportation
Fruit Splaash has set geographic target area.
In start we will target only small cities and rural areas. Because
most of the population of Pakistan belongs to rural areas. And
mostly people of rural areas are not aware about brands and
not loyal with brands.
Density of Area: Semi-urban, Rural, Towns
Apply the concept of providing quality product at
Provide profitable discounts, deals and schemes
Adopt sales oriented objective
Have one price policy to maintain a goodwill among
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
As we come up in the demand, we will increase our
prices and will provide more efficient and affordable
Provide free samples in the market for the brand
The following shows the advertising in the print media,
electronic media etc – to our target audience by using
the message showing a glass full of juice “Drink this
much every day”
Fruit Splash will position itself as a no –
compromise drink where a person does not have
to make any compromise with the fun element of
having the refresher and the health element and
that it is also socially appreciated/ accepted.