Group Members - Nishant Subba Praveen Patel Manoj Tivari Fresh Punch

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

About Company

Objective

Aim

Location

Financials

Mission

Vision

Situational Analysis

SWOTT Analysis

PEST Analyses

Target Market

Competitive Analysis

COMPANY INFORMATION FP Agro is a company which will produce fruit juice. FP 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 utmost customer satisfaction. FP Agro will be an environment-friendly company dedicated on sustainable development and corporate social responsibility, as a service to society and preservation of nature.

FP Agro is a company which will produce fruit juice.

FP 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 utmost customer satisfaction.

FP Agro will be an environment-friendly company dedicated on sustainable development and corporate social responsibility, as a service to society and preservation of nature.

Selection of the product The product selected is Juice and our brand name is Fresh Punch Juice Fresh Punch

The product selected is Juice and our brand name is Fresh Punch Juice

Product Fresh Punch is a 100 percent fruit juice which will be produced and marketed by the FP Agro Industries Ltd. Fresh Punch will produce juice in the following varieties : Sea buckthorn Apricot Passion Fruit Kiwi Pomegranate Apple Orange Pineapple Grapes Guava Mango Mixed Fruit Pear Fresh Punch

Fresh Punch is a 100 percent fruit juice which will be produced and marketed by the FP Agro Industries Ltd.

Fresh Punch will produce juice in the following varieties :

Sea buckthorn

Apricot

Passion Fruit

Kiwi

Pomegranate

Apple

Orange

Pineapple

Grapes

Guava

Mango

Mixed Fruit

Pear

LOCATION Kullu, Himachal Pradesh – raw material Fresh Punch

Kullu, Himachal Pradesh – raw material

OBJECTIVES Carry out business in the field of horticulture and food processing in Himachal Pradesh Target of capturing at least 10 per cent of the market share within a year and 20 per cent by 2010-end

Carry out business in the field of horticulture and food processing in Himachal Pradesh

Target of capturing at least 10 per cent of the market share within a year and 20 per cent by 2010-end

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

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

MISSION “ 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 a leading producer of fruit juices based on dedication to nature, corporate and process hygiene, dynamic leadership and commitment to our partners and stakeholders.”

VISION “ 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”

“ 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”

INDUSTRIAL ANALYSIS Branded fruit beverage market in India is estimated to be worth Rs. 1,200 crore (nectars, drinks and juices combined) The fruit drink market Nectar 10 % Fruit drinks 60 % Juice accounts 30 %

Branded fruit beverage market in India is estimated to be worth Rs. 1,200 crore (nectars, drinks and juices combined)

The fruit drink market

Cont.. The juice and juice drink category is among the fastest growing segments 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.

The juice and juice drink category is among the fastest growing segments

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.

Adequate availability of raw 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

Adequate availability of raw

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

TRENDS Health and Lifestyle Product Eco friendly packaging Promoting anti Botulism E-commerce

Health and Lifestyle Product

Eco friendly packaging

Promoting anti Botulism

E-commerce

POLITICAL Tax Laws Stability of Government Law of hiring and promotion

Tax Laws

Stability of Government

Law of hiring and promotion

ECONOMIC Increasing GDP Burgeoning middle class Higher Disposable Incomes, hence more consumer buying power Easy availability of loans from banks

Increasing GDP

Burgeoning middle class

Higher Disposable Incomes, hence more consumer buying power

Easy availability of loans from banks

SOCIOCULTURAL Changing consumer habits & lifestyles - The Indian consumer of today is clearly seeking healthier alternatives Consumer buying behavior

Changing consumer habits & lifestyles - The Indian consumer of today is clearly seeking healthier alternatives

Consumer buying behavior

TECHNOLOGICAL Advancement of newer technology Government providing thrust on R&D

Advancement of newer technology

Government providing thrust on R&D

TARGET MARKET Primary and Secondary Markets Market Segmentation Geographic variables Demographic variables Psychographic variables Behavioral variables

Primary and Secondary Markets

Market Segmentation

Geographic variables

Demographic variables

Psychographic variables

Behavioral variables

Target Markets Recreational Fitness Health Lifestyle Sports

Recreational

Fitness

Health

Lifestyle

Sports

Contd.. Primary Market Kids – Fond of Fruit Juice (fond of mango, strawberry) Teens – More experimental Youth – Experimental and more buying power Working People Housewives Elderly people

Primary Market

Kids – Fond of Fruit Juice (fond of mango, strawberry)

Teens – More experimental

Youth – Experimental and more buying power

Working People

Housewives

Elderly people

Contd.. Secondary Market Travel Industry – Airlines, Railways and Local Transport Systems Recreational – Movie Theatres, Malls, Amusement Parks, school, collages, hotels, restaurants, bars etc.

Secondary Market

Travel Industry – Airlines, Railways and Local Transport Systems

Recreational – Movie Theatres, Malls, Amusement Parks, school, collages, hotels, restaurants, bars etc.

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 Geographic variables Demographic variables Psychographic variables Behavioral variables

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

Geographic variables 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, major cities of the states, and towns. Density of Area: Urban, Semi-urban, Rural. Climate: Tropical

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, 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

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

Psychographic variables Personality No Lifestyle Yes Value Yes Attitude Yes

Behavioral variables benefit sought product usage rate brand loyalty profitability income status

benefit sought

product usage rate

brand loyalty

profitability

income status

Contd.. 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.

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.

COMPETITIVE ANALYSIS Identification Of Competitors Competitor Analysis Market share Comparison Strengths & Weaknesses of Competitor

Identification Of Competitors

Competitor Analysis

Market share

Comparison

Strengths & Weaknesses of Competitor

Identification of Competitors CavinKare 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

CavinKare 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

Market Share of Competitors

Comparison within the major competitors 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-to-drink 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.

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-to-drink 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.

Comparison within the major competitors 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.

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.

Competitor Analysis 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

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

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

Marketing Objective & Strategies Product Place Pricing Promotion

Product

Place

Pricing

Promotion

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

Product Life Cycle Our product lie in introduction period Low sales High costs per customer 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

Our product lie in introduction

period

Low sales

High costs per customer

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

Place Distribution Channel Product location availability Modes of transportation

Distribution Channel

Product location availability

Modes of transportation

Distribution Channel Kullu Delhi Chennai Mumbai Bangalore Within region

Delhi Chennai Mumbai Bangalore Kullu Kullu Kullu Kullu Kullu

Product Location Availability 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.

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.

Modes of transportation From road transportation

From road transportation

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.

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

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 Strategic 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

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

Break even point

Demand 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: 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 ).

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:

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 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 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.

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

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.

Factors The factors which will contribute to the success for our juice demands in market: High consumer retention rate Price, a competitive advantage Natural product Great distribution network Well – Health product

The factors which will contribute to the success for our juice

demands in market:

High consumer retention rate

Price, a competitive advantage

Natural product

Great distribution network

Well – Health product

Launching and Promotion Promotional Tactics Provide free samples in the market for the brand awareness

Promotional Tactics

Provide free samples in the market for the brand awareness

Advertising 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”

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”

Long-Term Strategy 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

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

Contd…. 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

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

Factors to Consider - Vending Machines Location of current vending machines Power sources Marketing strategies Size of Cans and or Bottles Cans, Bottles, or both Pricing strategies Lower for healthier choices Price all beverages the same Price based on ounces

Location of current vending machines

Power sources

Marketing strategies

Size of Cans and or Bottles

Cans, Bottles, or both

Pricing strategies

Lower for healthier choices

Price all beverages the same

Price based on ounces

Tie – Up Promotion Strategy We will tie up with PVR cinemas to increase our branding. Will be putting up vending machines in every pvr cinemas like – Bengalooru, Gujarat, Hyderabad, Maharashtra, MP, NCR, Punjab, UP

We will tie up with PVR cinemas to increase our branding.

Will be putting up vending machines in every pvr cinemas like – Bengalooru, Gujarat, Hyderabad, Maharashtra, MP, NCR, Punjab, UP

`in-film advertising' 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

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

Thank You

Thank You