Fresh Punch, New product strategy


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the following presntation is made by Praveen Patel, Manoj Tiwari & Nishant Subba..... MBA student of Western International University india..
ppt is regarding how to launch any new product..

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Fresh Punch, New product strategy

  1. 1. Group Members - Nishant Subba Praveen Patel Manoj Tivari Fresh Punch
  2. 2. CONTENTS <ul><li>About Company </li></ul><ul><li>Objective </li></ul><ul><li>Aim </li></ul><ul><li>Location </li></ul><ul><li>Financials </li></ul><ul><li>Mission </li></ul><ul><li>Vision </li></ul><ul><li>Situational Analysis </li></ul><ul><li>SWOTT Analysis </li></ul><ul><li>PEST Analyses </li></ul><ul><li>Target Market </li></ul><ul><li>Competitive Analysis </li></ul>Fresh Punch
  3. 3. COMPANY INFORMATION <ul><li>FP Agro is a company which will produce fruit juice. </li></ul><ul><li>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. </li></ul><ul><li>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. </li></ul>
  4. 4. Selection of the product <ul><li>The product selected is Juice and our brand name is Fresh Punch Juice </li></ul>Fresh Punch
  5. 5. Product <ul><li>Fresh Punch is a 100 percent fruit juice which will be produced and marketed by the FP Agro Industries Ltd. </li></ul><ul><li>Fresh Punch will produce juice in the following varieties : </li></ul><ul><ul><li>Sea buckthorn </li></ul></ul><ul><ul><li>Apricot </li></ul></ul><ul><ul><li>Passion Fruit </li></ul></ul><ul><ul><li>Kiwi </li></ul></ul><ul><ul><li>Pomegranate </li></ul></ul><ul><ul><li>Apple </li></ul></ul><ul><ul><li>Orange </li></ul></ul><ul><ul><li>Pineapple </li></ul></ul><ul><ul><li>Grapes </li></ul></ul><ul><ul><li>Guava </li></ul></ul><ul><ul><li>Mango </li></ul></ul><ul><ul><li>Mixed Fruit </li></ul></ul><ul><ul><li>Pear </li></ul></ul>Fresh Punch
  6. 6. LOCATION <ul><li>Kullu, Himachal Pradesh – raw material </li></ul>Fresh Punch
  7. 7. OBJECTIVES <ul><li>Carry out business in the field of horticulture and food processing in Himachal Pradesh </li></ul><ul><li>Target of capturing at least 10 per cent of the market share within a year and 20 per cent by 2010-end </li></ul>
  8. 8. FINANCIAL <ul><li>Will be incorporated with an initial investment of Rs.15 cr (150 million) </li></ul>
  9. 9. MISSION <ul><li>“ 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.” </li></ul>
  10. 10. VISION <ul><li>“ 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” </li></ul>
  11. 11. INDUSTRIAL ANALYSIS <ul><li>Branded fruit beverage market in India is estimated to be worth Rs. 1,200 crore (nectars, drinks and juices combined) </li></ul><ul><li>The fruit drink market </li></ul>Nectar 10 % Fruit drinks 60 % Juice accounts 30 %
  12. 12. Cont.. <ul><li>The juice and juice drink category is among the fastest growing segments </li></ul><ul><li>Fruit drinks as a category is growing at 18-20 per cent, carbonated soft drinks are growing at 6-8 per cent. </li></ul><ul><li>It’s the fastest growing liquid beverage category. </li></ul><ul><li>More than 90 % of sales happen through the unorganized route - juice centers, street corner shops and so on. </li></ul>
  13. 13. <ul><li>Adequate availability of raw </li></ul><ul><li>materials </li></ul><ul><li>High consumer retention rate </li></ul><ul><li>Price, a competitive advantage </li></ul><ul><li>Natural product </li></ul><ul><li>Seasonal availability of fruits </li></ul><ul><li>Brand acknowledgement </li></ul><ul><li>Limited financial resources </li></ul><ul><li>Late entry into the market </li></ul><ul><li>Participation with a growing industry. </li></ul><ul><li>Competitive advantage over carbonated soft drinks </li></ul><ul><li>Wellness awareness amongst consumers </li></ul><ul><li>Commonwealth Delhi 2010 </li></ul><ul><li>Success of incredible India campaign </li></ul><ul><li>Cut throat competition </li></ul><ul><li>Unstable government policies </li></ul><ul><li>Global warming </li></ul><ul><ul><li>- Scarcity of raw material </li></ul></ul>
  14. 14. TRENDS <ul><li>Health and Lifestyle Product </li></ul><ul><li>Eco friendly packaging </li></ul><ul><ul><li>Promoting anti Botulism </li></ul></ul><ul><li>E-commerce </li></ul>
  15. 16. POLITICAL <ul><li>Tax Laws </li></ul><ul><li>Stability of Government </li></ul><ul><li>Law of hiring and promotion </li></ul>
  16. 17. ECONOMIC <ul><li>Increasing GDP </li></ul><ul><li>Burgeoning middle class </li></ul><ul><li>Higher Disposable Incomes, hence more consumer buying power </li></ul><ul><li>Easy availability of loans from banks </li></ul>
  17. 18. SOCIOCULTURAL <ul><li>Changing consumer habits & lifestyles - The Indian consumer of today is clearly seeking healthier alternatives </li></ul><ul><li>Consumer buying behavior </li></ul>
  18. 19. TECHNOLOGICAL <ul><li>Advancement of newer technology </li></ul><ul><li>Government providing thrust on R&D </li></ul>
  19. 20. TARGET MARKET <ul><li>Primary and Secondary Markets </li></ul><ul><li>Market Segmentation </li></ul><ul><ul><li>Geographic variables </li></ul></ul><ul><ul><li>Demographic variables </li></ul></ul><ul><ul><li>Psychographic variables </li></ul></ul><ul><ul><li>Behavioral variables </li></ul></ul>
  20. 21. Target Markets <ul><li>Recreational </li></ul><ul><li>Fitness </li></ul><ul><li>Health </li></ul><ul><li>Lifestyle </li></ul><ul><li>Sports </li></ul>
  21. 22. Contd.. <ul><li>Primary Market </li></ul><ul><li>Kids – Fond of Fruit Juice (fond of mango, strawberry) </li></ul><ul><li>Teens – More experimental </li></ul><ul><li>Youth – Experimental and more buying power </li></ul><ul><li>Working People </li></ul><ul><li>Housewives </li></ul><ul><li>Elderly people </li></ul>
  22. 23. Contd.. <ul><li>Secondary Market </li></ul><ul><li>Travel Industry – Airlines, Railways and Local Transport Systems </li></ul><ul><li>Recreational – Movie Theatres, Malls, Amusement Parks, school, collages, hotels, restaurants, bars etc. </li></ul>
  23. 24. Market Segmentation <ul><li>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 </li></ul><ul><li>Variables Used for Segmentation </li></ul><ul><li>Geographic variables </li></ul><ul><li>Demographic variables </li></ul><ul><li>Psychographic variables </li></ul><ul><li>Behavioral variables </li></ul>
  24. 25. Geographic variables <ul><li>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. </li></ul><ul><li>Metropolitan Cities, major cities of the states, and towns. </li></ul><ul><li>Density of Area: Urban, Semi-urban, Rural. </li></ul><ul><li>Climate: Tropical </li></ul>
  25. 26. Demographic variables <ul><li>Age – all age group </li></ul><ul><li>gender – Both Male and Female </li></ul><ul><li>family size - doesn’t matter </li></ul><ul><li>Education - doesn’t matter </li></ul><ul><li>Income – middle & hi end consumer </li></ul><ul><li>occupation – student, working and retired people </li></ul><ul><li>religion – doesn’t matter </li></ul><ul><li>nationality/race – doesn’t matter </li></ul><ul><li>language - doesn’t matter </li></ul>
  26. 27. Psychographic variables Personality No Lifestyle Yes Value Yes Attitude Yes
  27. 28. Behavioral variables <ul><li>benefit sought </li></ul><ul><li>product usage rate </li></ul><ul><li>brand loyalty </li></ul><ul><li>profitability </li></ul><ul><li>income status </li></ul>
  28. 29. Contd.. <ul><li>Users perceive fruit juice as a healthy drink. </li></ul><ul><li>Users drink fruit juice as a refreshing alternative to carbonated drinks. </li></ul><ul><li>Users willingly spend on products related to health and lifestyle. </li></ul><ul><li>Users enjoy fruit juice not only as a means of healthy life, but as an intrinsically enjoyable activity in itself. </li></ul>
  29. 30. COMPETITIVE ANALYSIS <ul><li>Identification Of Competitors </li></ul><ul><li>Competitor Analysis </li></ul><ul><li>Market share </li></ul><ul><li>Comparison </li></ul><ul><li>Strengths & Weaknesses of Competitor </li></ul>
  30. 31. Identification of Competitors <ul><ul><ul><ul><ul><li>CavinKare Pvt Ltd (Maa Fruits Pvt Ltd. ) </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Coca Cola India (Minute Maid Pulpy Orange / Maaza ) </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>PepsiCo (Tropicana ) </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Parle Agro (Frooti / Appy/ N-joi ) </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Dabur (Real ) </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Godrej Beverages (Xs brand / Sofit ) </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Ladakh Foods (Leh Berry) </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Mother Dairy (Safal) </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Freshgold </li></ul></ul></ul></ul></ul>
  31. 32. Market Share of Competitors
  32. 33. Comparison within the major competitors <ul><li>Tropicana is a product of vast PEPSI family </li></ul><ul><li>Pepsi's Tropicana brand fruit juice has outpaced the growth of the packaged fruit juices market in India. </li></ul><ul><li>The company sources orange juice concentrates from Brazil. </li></ul><ul><li>They come in Tetrapaks of one litre and PET bottles of 500 ml and one litre. </li></ul><ul><li>Pepsi also markets Gatorade an energy drink for the sports personnel which is a sugar-free Diet Pepsi. </li></ul><ul><li>Pepsi, in association with HLL have launched Lipton iced tea </li></ul><ul><li>Dabur's flagship brand Real fruit juice is a market leader in the packaged fruit juice category. </li></ul><ul><li>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. </li></ul><ul><li>Real Active orange carrot juice, India's first packaged fruit + vegetable juice. </li></ul><ul><li>Real offers traditional 'cooling' recipes in a ready-to-drink format ie Aam panna, pomegranate (anar) and watermelon . </li></ul><ul><li>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. </li></ul>
  33. 34. Comparison within the major competitors <ul><li>Frooti from Parle Agro is the largest distributed fruit drink with 85 % market share in India. </li></ul><ul><li>It reaches more than 10 lakh retail outlets in up to class C towns </li></ul><ul><li>The company's another revenue earning brand includes Bisleri water. </li></ul><ul><li>It has a market share of 40 %. </li></ul><ul><li>Maaza was acquired by Coca Cola India. </li></ul><ul><li>Over the years, Maaza has become synonymous with mango. </li></ul><ul><li>The drink became a hit with successful advertisement campaigns like &quot;Taaza mango, maaza mango,' and 'Botal mein aam, maaza hain naam. </li></ul><ul><li>It5 is available in 200 ml , 250 ml , 125 ml Tetrapak and 200 ml Tetrapak. </li></ul>
  34. 35. Competitor Analysis <ul><li>Tiger Competitor </li></ul><ul><li>Counter attack every strategy </li></ul><ul><li>Aggressive </li></ul><ul><li>Few in number </li></ul><ul><li>example: Coca-Cola, PepsiCo </li></ul><ul><li>Strategic Competitor </li></ul><ul><li>Reacts to a select strategy </li></ul><ul><li>Mediocre </li></ul><ul><li>example: Parle Agro </li></ul><ul><li>Stochastic Competitor </li></ul><ul><li>Unpredictable </li></ul><ul><li>Weak in nature; can become strong </li></ul><ul><li>example: Mother Dairy </li></ul><ul><li>Laid Back Competitor </li></ul><ul><li>Confident about their product </li></ul><ul><li>Defensive </li></ul><ul><li>Generally monopolies </li></ul><ul><li>Brand Loyal Customers </li></ul><ul><li>example: Dabur </li></ul>
  35. 36. 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
  36. 37. Marketing Objective & Strategies <ul><li>Product </li></ul><ul><li>Place </li></ul><ul><li>Pricing </li></ul><ul><li>Promotion </li></ul>
  37. 38. 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
  38. 39. Product Life Cycle <ul><li>Our product lie in introduction </li></ul><ul><li>period </li></ul><ul><li>Low sales </li></ul><ul><li>High costs per customer </li></ul><ul><li>Negative profits </li></ul><ul><li>Innovator customers </li></ul><ul><li>Few competitors </li></ul><ul><li>Objective: to create awareness </li></ul><ul><li>and trial </li></ul><ul><li>Offer a basic product </li></ul><ul><li>Price at cost-plus </li></ul><ul><li>Selective distribution </li></ul><ul><li>Awareness – dealers and early </li></ul><ul><li>adopters </li></ul><ul><li>Induce trial via heavy sales </li></ul><ul><li>promotion </li></ul>
  39. 40. Place <ul><li>Distribution Channel </li></ul><ul><li>Product location availability </li></ul><ul><li>Modes of transportation </li></ul>
  40. 41. Distribution Channel Kullu Delhi Chennai Mumbai Bangalore Within region
  41. 42. Delhi Chennai Mumbai Bangalore Kullu Kullu Kullu Kullu Kullu
  42. 43. Product Location Availability <ul><li>FP Agro has no set geographic target area. </li></ul><ul><li>By leveraging the benefits of liberalization and integration of the markets of the world, FP will seek to serve both domestic and international customers. </li></ul><ul><li>Metropolitan Cities, small cities, towns. </li></ul><ul><li>Density of Area: Urban, Semi-urban, Rural. </li></ul>
  43. 44. Modes of transportation <ul><li>From road transportation </li></ul>
  44. 46. Pricing Policy <ul><li>Apply the concept of providing quality product at optimum price </li></ul><ul><li>Provide Lucrative discounts, deals and schemes </li></ul><ul><li>Adopt sales oriented objective </li></ul><ul><li>Have one price policy to maintain a goodwill among customers. </li></ul>
  45. 47. Pricing Strategy <ul><li>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. </li></ul><ul><li>As we come up in the demand, we will increase our prices and will provide more efficient and affordable juices </li></ul>
  46. 48. Pricing Strategic Matrix <ul><li>Penetration Pricing </li></ul><ul><li>Our product will be lie on penetration strategy with high quality & low price </li></ul><ul><li>For introducing new product </li></ul><ul><li>Price low to capture market share </li></ul><ul><li>Expect to make profit in volume </li></ul>
  47. 49. Break even point
  48. 50. Demand <ul><li>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. </li></ul><ul><li>Factors Influencing our juice Demand </li></ul><ul><li>The amount of a good demanded depends on: </li></ul><ul><ul><li>the price of the juice </li></ul></ul><ul><ul><li>the income of consumers </li></ul></ul><ul><ul><li>the demand for alternative juice which could be used ( substitutes ) </li></ul></ul><ul><ul><li>the demand for juice used at the same time ( complements ) </li></ul></ul><ul><ul><li>whether people like the taste of juice ( consumer taste ). </li></ul></ul>
  49. 51. Supply <ul><li>Supply is the amount of a good producers are willing and able to sell at a given price. </li></ul><ul><li>Factors Influencing Supply of our juice </li></ul><ul><li>The total sells of juice depend on </li></ul><ul><ul><li>the price of the good; </li></ul></ul><ul><ul><li>the cost of making the good; </li></ul></ul><ul><ul><li>the supply of alternative goods the producer could make with the same resources ( competitive supply ); </li></ul></ul><ul><ul><li>the supply of goods actually produced at the same time ( joint supply ); </li></ul></ul><ul><ul><li>unexpected events that affect supply. </li></ul></ul>
  50. 52. Factors <ul><li>The factors which will contribute to the success for our juice </li></ul><ul><li>demands in market: </li></ul><ul><li>High consumer retention rate </li></ul><ul><li>Price, a competitive advantage </li></ul><ul><li>Natural product </li></ul><ul><li>Great distribution network </li></ul><ul><li>Well – Health product </li></ul>
  51. 54. Launching and Promotion <ul><li>Promotional Tactics </li></ul><ul><li>Provide free samples in the market for the brand awareness </li></ul>
  52. 55. Advertising <ul><li>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” </li></ul>
  53. 56. Long-Term Strategy <ul><li>Change beverage choices in vending machines at school and collages </li></ul><ul><li>Assess the financial impact on school and collage profits </li></ul><ul><li>Identify approaches to promote healthful beverage choices and maintain profits for schools and collages </li></ul><ul><li>Targeting </li></ul><ul><ul><li>3,500 in smallest school and collages </li></ul></ul><ul><ul><li>all over India </li></ul></ul><ul><ul><li>20, 000 in largest school and collages </li></ul></ul><ul><ul><li>all over India </li></ul></ul>
  54. 57. Contd…. <ul><li>Change advertising on beverage vending machines </li></ul><ul><li>Change beverage choices to water, sports drinks, and 100% fruit juices </li></ul><ul><li>Collect and submit monthly financial data from school and collages </li></ul><ul><li>Provide a Rs. 3,000 incentive per school in the project </li></ul>
  55. 58. Factors to Consider - Vending Machines <ul><li>Location of current vending machines </li></ul><ul><ul><li>Power sources </li></ul></ul><ul><ul><li>Marketing strategies </li></ul></ul><ul><li>Size of Cans and or Bottles </li></ul><ul><li>Cans, Bottles, or both </li></ul><ul><li>Pricing strategies </li></ul><ul><ul><li>Lower for healthier choices </li></ul></ul><ul><ul><li>Price all beverages the same </li></ul></ul><ul><ul><li>Price based on ounces </li></ul></ul>
  56. 59. Tie – Up Promotion Strategy <ul><li>We will tie up with PVR cinemas to increase our branding. </li></ul><ul><li>Will be putting up vending machines in every pvr cinemas like – Bengalooru, Gujarat, Hyderabad, Maharashtra, MP, NCR, Punjab, UP </li></ul>
  57. 60. `in-film advertising' <ul><li>Will be giving our brand (juice) to be use in movie. </li></ul><ul><li>Example : In movie ‘Yaadein’ – Pass-Pass, Hero cycle, Coca cola… </li></ul><ul><li>`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. </li></ul><ul><li>Take for instance, the Hollywood flick `What Women </li></ul><ul><li>Want'. This Mel Gibson starrer has a Nike commercial as </li></ul><ul><li>part of the script. It gels with the script so well that you </li></ul><ul><li>don't realized you're watching a commercial camouflaged in </li></ul><ul><li>the screenplay </li></ul>
  58. 61. <ul><li>Thank You </li></ul>