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Raw pressery pest swot marketing mix and promotion
- 1. Prepared By- Rahul Sharma M.Pharm + MBA (P’ceutics + HCM) 2nd year NMIMS University All good. no bad. 1
- 2. June 2013 RAW Pressery was born in Anuj’s kitchen with a Norwalk cold-press juicer splattering carrots all over the ceiling. It all started with a some simple questions – Why does being healthy have to be so complicated ? 2
- 3. JOURNEY OF RAW FROM KITCHEN TO DOOR STEPS June 2013 First juice was born Apr-2014 First ever retail partners Nov-2014 first ever round of funding Dec-2013 Delivery with the help of the famous Dabbawallas network across Mumbai and Pune May-2015 Opened retails over Mumbai, Delhi & Bengaluru. Aug-2015 First ever High Pressure Processing Machine in Asia. And Journey Continues…… 3
- 4. Marketing strategy Instagram 104 K followers 4
- 7. 7
- 8. PESTLE Analysis Political- Legal • Fit-India Movement – Government initiation for healthy and fit India. • Food safety and standards authority of India (fssai) certified. Economic • Growth in urban population and the demand of fresh juice is increasing at a higher rate. • Revenue in the Juices segment amounts to $2,107m in 2019. The market is expected to grow annually by 6.0% (CAGR 2019- 2023). • 12% GST implication on fresh juice. 8
- 9. PESTLE Analysis Social • Increasing awareness about health and nutritional benefits of organic products. • Rising health related issues such as obesity, diabetes. Technology • COLD-PRESSED TECHNOLOGY • High Pressure Processing Machine Environmental • Removing chemical impurity • The bottles are BPA and toxin free • Green revolution (recycle@rawpressery.com) 9
- 10. SWOT Analysis STRENGTH 1. High Quality 2. Better nutritional value than competitors 3. Strong digital marketing strategies 4. Multiple Variants 5. Strong Distribution Network 10
- 11. SWOT Analysis Weakness 1. Short shelf life 2. No marketing other than Digital marketing. 3. Low brand awareness 11
- 12. SWOT Analysis Opportunity 1. Growing concerns about health. 2. Expansion of market through Tie-ups. 3. Fit-India promotion by Government. 4. Increase in Diabetic and obese population in India. 5. Healthy alternative to other aerated drinks. 12
- 13. SWOT Analysis Threat 1. Intense competition will reduce market share and affect business. 2. Increasing costs of raw materials. 3. Convenient way to enter into market. 13
- 14. 14
- 15. Demographic Segmentation Suitable for all age group population. Diabetic and Obese person can also consume. Suitable for those working in corporate sector and have less physical work. Geographic Segmentation Tier I and II cities (Urban Population) Delhi, Mumbai, Pune & Bengaluru. 15
- 16. Physiographic Segmentation Completely natural, no added preservatives and water. Vegan Products. Growing Concern about Health (weight loss , Glowing completion etc.) 16
- 17. Behavioral Segmentation Detox/Cleanse range of juices. Boost Immunity Helps to reduce weight. 17
- 18. Targeting Sports enthusiasts Health conscious people Quality conscious Millennial’s 18
- 19. Positioning 19
- 20. Perceptual Mapping Brand – Raw Pressery Product Category – Cold Pressed Juice Single most important benefit - Completely natural, no added preservatives and water. Other Brands in Competition – • Primary Competitor - Fresh Pressery • Secondary Competitors – Real Juice, Tropicana Juice • Tertiary Competitors – Frooti, Maaza 20
- 21. Less Expensive Expensive Natural, No added preservatives and healthy Artificial, Added preservatives and not healthy 21
- 22. Marketing Mix 4 p’s of Marketing 22
- 24. Prices Product For 250 ml (Rs) For 1 L (Rs.) Product For 250 ml (Rs) For 1 L (Rs.) Mango 64 300 Coconut water 60 - Mixed fruit 80 180 Life 150 - Aloe Lemonade 60 - Trim 120 - Valencia Orange 100 300 Flush 150 - Grapefruit 140 450 Shield 150 - Pomegrana te 150 400 Love 150 - Guava 80 - Sugarcane 80 180 Juices 24
- 27. Places Raw Juices are currently available in – (Retail) • Mumbai • Delhi • Bengaluru • Pune E-commerce • Amazon • Big basket • Natures basket 27
- 28. Promotion 28
- 29. Promotion Instagram 104 K followers Facebook 88 k Likes Twitter 4.2k followers Social Media 29
- 34. Thank 34