Ga

3. Carbonated Soft Drinks
• Coca Cola and PepsiCo
• Almost equal market share
Milk Based Drinks
• Amul the clear market leader
• More than 80% share
• Mother Diary, Gagan, Nandini also present
Fruit Juices and Nectars
• Dabur (Flagship brand Real)
• Pepsico (Tropicana)
• Smaller players include Parle Agro (Frooti, Appy Fizz), Catch, Leh
Berry

4.  Extremely competitive, market dominated by
Pepsico and Coke
 The total value of sales in this segment in the
year 2011 were Rs 9200 crore
 The growth rate of the consumption 29% p.a.

5.  Fast growing segment
 Seen as a replacement for
CSDs
 Health consciousness
increasing, prefer no
preservatives, sugar free
versions

6.  Sugarcane juice is a high energy drink that is naturally
sweet and healthy.
 Sugarcane rehydrates the body after exposed periods to
heat or physical activity.
 Essential blood sugars and the energy required for an
active and healthy lifestyle.
 Sugarcane juice delivers a boost of carbohydrate energy
to the working muscles.
 Sugarcane juice is popular with sportsmen and women.

8. STRENGHTS WEAKNESS
•INNOVATIVE AND NATURAL PRODUCT
CONCEPT. •NOT SUITABLE FOR PEOPLE
SUFFERING FROM DIABETES.
•RAW MATERIAL AVAILABLE IN
ABUNDANCE.
OPPORTUNITIES THREATS
NICHE MARKETS LIKE OPPOSITION FROM LOCAL MARKET.
METROPOLITAN,TIER ONE CITES CAN BE
TARGETED. COMPETITION FROM EXISTING
BEVERAGE COMPANIES.
 HIGH INCOME GROUP PEOPLE CAN BE
TARGETED.
 AN UNEXPLORED SEGMENT.

13. FUNCTIONALITY GREAT TASTE
QUENCH THIRST
FEATURES NUTRITIOUS
HYGENIC
CONCEPT INNOVATIVE PRODUCT
CONVENTIONAL PRODUCT
APPERANCE ATTRACTIVE PACKING
AVAILABILITY EASY AVALABILITY

14. PSCHYOLOGICAL PRICING
COST BASED PRICING
PENENTRATION PRICING

15. INTENSIVE
SELECTIVE
DISTRIBUTION EXCLUSIVE
AVAILABILITY OF THE PRODUCT
COVERAGE AT THE DESIRED OUTLETS
ZERO LEVEL
1 LEVEL
CHANNELS 2 LEVEL
MULTI LEVEL
POINT OF SALE VISUAL MERCHANDISING

17. NEWSPAPER
RADIO
TELEVISION
ADVERTISING HOARDINGS
FLYERS/POSTERS
FREE SAMPLING
ROAD SHOWS
SALES PROMOTION MALL PROMOTIONS
TIE-UPS
PERSONAL SELLING SOCIETY PROMOTIONS
PUBLIC RELATIONS SPONSORING VARIOUS EVENTS

19.  INNOVATIVE CONCEPT
 EASY AVAILABILITY
 AFFORDABILITY
 HYGIENIC

20. Quantity : 6 lakh bottles/annum Or 3,000 bottles/day
Value : Rs. 72 lakh
Installed capacity : 8 lakh bottles/annum
Working days : 200/annum
Optimum capacity utilization : 70%
Manpower : 22
Utilities
Motive Power : 20 kWH
Water : 10 kL/day