Launching of a new product in the market

1. New Product Branding

2. NCSD Category
Million Litres
2.3 3.9 3.8 3.4 5.52 5.9 5.7
18.3
37.7
31.5
23.2
26.38
51.7
40.7
3.3
5.9
5.1
4.8
3.7
5.4
4.6
Q1 '05 Q2 '05 Q3 '05 Q4 '05 Q1 '06 Q2 '06 Q3 '06
Dairy
Beverage
s
Still
Drinks
Juices &
Nectars
23.9 47.5 40.4 31.5 35.6 62.0 51.0

3. Juices & Nectars Category
contribution to total NCSD category
16% 14.40%
9.50%
4.50% 4.60%
11.10%
84% 85.60%
90.50%
95.50% 95.40%
88.90%
Top 6
towns
Metros Class I Class II Class III &
IV
Total
NCSD (SD
& LDP)
Juices &
Nectars

4. PROJECT N’RICH
Background
1.Fruit Juices are the fastest growing sector in the
beverage market with estimated values of over R. 500
crores
2. Fruit Juices are generally perceived as “Do good”
products, especially when compared to colas,
powdered soft drinks etc.
3. Several players have entered the market, predominant
ones being Dabur’s Real, Tropicana Pepsi), Priya Gold,
Leh Berry.

5. PROJECT N’RICH
Background
4. The driver in the category is TASTE, and most
brands do well on this. Unlike International
markets, here we have several variants by
each brand.
5. We believe that the market is now ready for a
“value-added” juice ie. one which provides the
basic category driver of taste with an additional
“Health & Wellness” benefit that is unique

6. PROJECT N’RICH
Product Concept & Rationale
1.We have vast experience with Soya at all levels
of the supply chain
2. We also have a Soy Isolate manufacturing unit
.
3. We, therefore, believe that the introduction of
Soy protein into the Fruit Juice is something
doable. Also Proteins are well understood as
critical building blocks by most people

7. PROJECT N’RICH
Product Concept & Rationale
(contd……)
1. Our Product concept has been built as follows :-
1. TARGET AUDIENCE :
1. KEY TARGET AUDIENCE is Young mothers with
school going children – often the juice enters the
household as the “healthier beverage option” for
the child.
2. SECONDARY TARGET AUDIENCE would again be
housewives, but not necessarily with young kids.
Here, often it is the mother herself who decides
on the purchase.
3. We may also have TERTIARY audiences like
bachelors, single working women etc. However,
our focus of brand design & communication will
be the younger housewife.

8. PROJECT N’RICH
Branding Strategy
1.The brand promise is one of health & wellness
1.We propose the use of Nutrela as the master
brand, with a sub brand more descriptive of our
benefit.
1.Therefore, the consumer sees this as a brand out
of Nutrela’s stable. The Health Core Values of
Nutrela thus get rubbed off on the brand
1.The brand name chosen needs to reflect the
value addition in terms of health.

9. PROJECT N’RICH
Branding Strategy
(contd..)
1.The overall brand name thus has 2 parts to it –
the Nutrela master brand and the sub brand.
2.What we have, therefore, is :

10. s
DMA Copyright 2006
Mixed Fruit

11. s
s
DMA Copyright 2006 Mixed Fruit

12. s
s
s
DMA Copyright 2006
Apple Kiwi

13. PROJECT N’RICH
Product Strategy
 The product is a standard nectar (ie 20%
juice content) with 2gm of Soya isolate
added in the 200 ml option
 As per CSIR data, the product delivers,
through 2 glasses a day, between 12-15% of
the Recommended Dietary Allowance (RDA)
of Protein for a child below 10 years of age.
 We are following the variant strategy as it is
usual for consumers to try different flavours.
Variants are Multifruit, Apple-Peach & Apple-
Kiwi