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Pulpy Orange
 

Pulpy Orange

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Pulpy Orange 18 months after launch

Pulpy Orange 18 months after launch

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    Pulpy Orange Pulpy Orange Presentation Transcript

      • Presented by:-
      • Dhanraj Koli P-16
      • Jay Lodaya P-19
      • Nahush Mhaskar P-20
      • Rohit Mundhara P-21
      • Sneha Sharma P-41
      • The World’s most recognized Trademark & one of the largest non alcoholic beverage companies.
      • Minute Maid –
      • A 62 year success story
      • History of the Minute Maid brand
      • Acquired by Coca-Cola
      Company Information
    • Brands of
    • Total Fruit Juice Market 1200 crores Fruit Juice Market 480crores Packaged Juice Market 720crores Unpackaged Juice Market 85% Mango Base 15% Other Fruits
    • Distribution of Packaged Juice Market 480 Crores Market 50 Million Cases 40% 24% 12% 4% 20%
    • Product Introduction
      • A Naturally refreshing Juice
      • Real Orange Pulp
      • One of the world’s largest juice and juice drink brands
      • Minute Maid-Pulpy Orange
      • “ Refreshingly Orange,Surprisingly Pulpy”
    • Why this Product?
      • 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.
      Reason for Launch
      • Fruit drinks growth @ 30% - 40%
      • Carbonated soft drinks growth @ 4% - 6%
      • Users perceive fruit juice as a healthy drink.
      • Users drink fruit juice as a refreshing
      • alternative to carbonated drinks.
      Fruit Drinks Soft Drinks
      • More than 60 % of sales happen through
      • unorganized route - juice centers,
      • street corner shops and so on.
      • Increase the current market share
      • of Coca-Cola by introducing Orange
      • base fruit juice.
      Reason for Launch
    • Product Launch In Phased Manner Uttar Pradesh 31 st Aug Delhi,Mumbai 3 rd Sep Punjab,Haryana, Himachal Pradesh 4 th June Bangalore,Chennai 9 th March Hyderabad 19 th Feb
    • Target Audience
      • The focus initially would be to target
      • young adults in key cities
      • and then move into the rest of the country
      • Brand Ambassador
      • -Nikhil Chinnappa (V.J)
    • Operations :-
      • Ingredients
      • Orange Pulp
      • Orange Juice
      • Concentrate
      • Acidity
      • Regulator
      • Antioxidants
      • Preservatives
      • Production
      • Orange Pulp is imported from Florida,USA.
      • Orange Juice Concentrate is imported from Brazil.
      • Bottling plant at:-
      Wada - Maharshtra Dasana – Uttar Pradesh Bareilly – Uttar Pradesh Chitoor – Andhra Pradesh
    • Distribution Sales Hub (Depot) Distributors Direct Channel Retailers Consumers Manufacturing Unit
    • Marketing Strategies
      • Adopted 360 degree marketing:
      • Road Shows
      • Contests
      • Television Commercials
      • Sampling
    • Survey Report
    • 69% 11% 8% 12%
    • Pricing
      • Pulpy Orange is almost priced
      • at par compared to its peer.
      • Rates: 400ML PET bottle @25/-
      • 1000ML PET bottle @60/-
      • Priced on the base of single pricing strategy.
      • Priced taking into consideration its niche quality.
    • Pros
      • Orange Juice
      • Thirst Quencher
      • Sweet Compared to other readymade Juices
      • Real Pulp
      • Non-Carbonated
      • Healthy Drink
      • Ready to Drink
    • Cons
      • Not Sweet as Natural Orange Juice
      • Coca-Cola Controversy of pesticides.
      • High Priced .
      • It tastes like Tang/Rasna.
      • Fresh fruit juice more preferable
    • Expansion :-
      • has already invested
      • $1.2Bn & are aggressively adding
      • for further expansion of Pulpy Orange
      • a sum of $ 250Mn.
      • Targeting 13 Mn young adults only
      • in southern states of India.
      • To distribute 5.5 lakh bottles through 25000 outlets
      • in span of 30 days.
      • Launch of MMPO Express
    • Economic Logic
      • HCCB pvt ltd – Profits.
      • 3 % of Total Revenues.
      • To squeeze more out of the 1200 Cr market of Fruit Juices in India.
      1350 Cr 2007 1650 Cr 2008
      • Cr
      2006
    • Economic Logic
      • To convert unorganized fruit juice market in to branded juice market.
      • To increase its market share.
      • To take advantage of growing market.
      • To create a different identity of product compared to other branded fruit juices
    • Suggestions
      • New Flavours should be introduced.
      • Smaller packs should be introduced
      • for smaller towns & tier two cities.
      • Can be given as free take away in
      • Big Retail outlets in order to popularize.
      • Source the Orange pulp from India .
      • Cut down on rates.
      • Ms.Ekta Shukla
      • -Asst Manager public affairs & Communication.
      • Hindustan coca cola beverages pvt ltd, Gurgaon.
      • Mr.Prasad Shivalkar
      • -Competent Authority.
      • Hindustan coca cola beverages pvt ltd, Mumbai
      Our Sincere Thanks to….
      • BIBLIOGRAPHY...
      • WEBSITES:-
      • www.coca-colaindia.com
      • www.minutemaid.com
      • www.google.com
      • www.pulpy.in
      • NEWSPAPER ARTICLES:-
      • Economic times
      • Financial times
      • DNA money
    • THANK YOU