Its a ppt on imaginary product if it is launched by PepsiCo

1. LIVE IT UP…
Presented By:
Abhinav Malik
Akhil Birdi
Neha Tyagi

2.  Objective
 Overview about Company
 Target Market-Segmentation
 Product
 Price
 Place
 Promotion
 SWOT Analysis
 Financial Analysis
 Competitive Analysis
 Why should company invest in Fresh Punch?

3.  PepsiCo is a global food and beverage leader with net revenues of more than $65
billion and a product portfolio that includes 22 brands that generate more than $1
billion each in annual retail sales. Main businesses – Quaker, Tropicana, Gatorade,
Frito-Lay and Pepsi-Cola – make hundreds of enjoyable foods and beverages that are
loved throughout the world
 Goal is to nourish consumers with a range of products that deliver great taste,
convenience and affordability, from simple treats to healthy offerings
 PepsiCo India’s expansive portfolio includes iconic refreshment
beverages Pepsi, 7UP, Nimbooz, Mirinda, Slice and Mountain Dew, in addition to low-calorie
options such as Diet Pepsi, hydrating and nutritional beverages such
as Aquafina drinking water, isotonic sports drink Gatorade and fruit juices such
as Tropicana and Tropicana 100%

4.  Fresh Punch is a non-alcoholic concentrated squash made with fruits, herbs and
vegetable extracts with no artificial color added.
 Made with-Fruits(orange, citron, pineapple, apple, berries, strawberry, raspberry,
loganberry, blackberry, cherry, concord grapes, blackcurrant and watermelon),
Vegetables(Spinach, Carrot, Mint), Herbs, Roots, Flowers.

5. •1 glass cold water
•2 tablespoons of Fresh Punch
•2 ice cubes
Note- A Refreshing, Delicious & Healthy Drink.
It can also be used for making ice cream and faloodas also.

6.  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
1. Geographic variables
2. Demographic variables
3. Socio-economic variables
4. Psychographics

7.  Fresh Punch 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
their customers.
 Metropolitan Cities, major cities of the states, and towns.
 Density of Area: Urban, Semi-urban, Rural.
 Climate: Tropical

8.  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

9.  All class from A to C. Fresh Punch is consumed by the upper class, middle class as
well as the affording chunk of lower class. However, the major portion of consumers of
this drink is formed by the middle class & lower class people, due to its affordability.

10.  Health Conscious- It will be manufactured using natural ingredients.
 Usage- It will be consumed as cold drinks in summers during which period its sales
are the highest.
 Personality-

11.  Product
 Pricing
 Place
 Promotion

13. Type Squash
Features Fresh Punch is a 100 percent healthy drink which will be produced and
marketed by PepsiCo
PLC Introduction Period
Identification Brand Name- Fresh Punch

14. 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

15.  Distribution Channel
 Product location availability –Density of areas(Urban, Semi-urban, Rural areas);
Metropolitan Cities, small cities, towns.
 Modes of transportation – Road Transportation

16. Outskirts of
Manali
Mumbai
Delhi
Chennai
Banglore
Within
Region

17. Delhi
Chennai
Mumbai
Banglore
Manali
Manali
Manali
Manali
Manali

19.  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.

20.  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

21. 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

23. Promotional Tactics
 Provide free samples in the market for the brand awareness
 Use of social media
 Promotion Mix- Advertising, Print Media etc.

24.  The following shows the advertising in the print media – to our target audience by
using the message showing a glass full of Fresh Punch “Drink this much every day!

25. • Cut throat
competition
• Unstable
government
policies
• Participation with a
growing industry.
• Fitness conscious
people can be served by
introducing sugar free
drink.
• Ready to drink
• Seasonal availability
of fruits
• Changing taste &
preference
• Late entry into the
market
• Adequate availability
of raw materials
• Brand Loyalty
• Price, a competitive
advantage
• Natural Product
Strengths Weakness
Opportunities Threats

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

27. Identification Of Competitors - Hamadard (Roohafza), Kissan squahes. Tang, Rasna.
Competitor Analysis
Market share
Comparison
Strengths & Weaknesses of Competitor

28.  http://www.slideshare.net/aqibmaniar2011/roohafza
 http://ibnlive.in.com/news/why-is-rooh-afza-every-indians-favourite-drink-7-things-that-show-
how-deeply-were-in-love-with-rooh-afza/469970-79.html
 http://marketingpractice.blogspot.in/2006/01/rasna-i-love-u-rasna.html
 http://www.pepsicoindia.co.in/
 http://www.pepsicoindia.co.in/company/our-mission-and-vision.html
 http://www.slideshare.net/guest595aed/fresh-punch-new-product-strategy

29. THANK YOU 