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Research on     Juices     DATA ANALYSIS         Prepared by             Group 3             Group 4
AGENDA• Consumption of juice, time, occasions, place and  reason• Awareness of different segments of juice and  perception...
Brands consumed              6         18                       47   REAL                            TROPICANA            ...
Place of consumption                    parties, 8                                        home, 18    on the go, 26       ...
Time of consumptionI do not have a specific time (anytime  is good or when I feel like drinking it)                       ...
Drink Preference                17        Aerated/Carbonated                          drink    41                    Fruit...
Reasons of consumption       taste   health        Doctors advice   others               0%                        6%     ...
Frequency of Drinking                 LESS THAN ONCE A WEEK                          16                          ONCE A WE...
Segment awareness14        1312   11108              7                                    Fruit Juice6                    ...
Barriers to fruit juice consumption302520151050     Better alternative   Health issue   Price   Taste/Flavor
Best alternate drink                   OTHER          VEGETABLE JUICE                  WATERAERATED/CARBONATED DRINK      ...
Attributes - RatingBrand Name                                        239  Availability                                    ...
Brands based on “price”250200150100 50 0      Real   Tropicana   Ceres Juices   Minute Maid   Active
Brands based on “taste/flavor”30025020015010050  0      Real   Tropicana   Ceres Juices   Minute Maid   Active
Brands based on “being healthy”300250200150100 50 0      Real   Tropicana   Ceres Juices   Minute Maid   Active
Brands based on “availability”30025020015010050  0      Real   Tropicana   Ceres Juices   Minute Maid   Active
Awareness + Price Premia 45 40              39 35                                   32 30 25 20 15 10  5  0      Attention...
Overall Conclusions• Of the current brands present in the  market, Tropicana leads the pack with Real in  second• On the g...
Overall Conclusions• Tropicana is the most valued brand on  Price, taste/flavor, health and availability  parameters• Avai...
Recommendations• Product  – Fruit Juice and 100% Fruit Juice  – Start with very tasty flavors• Pricing  – At par with Trop...
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Market Research on Fruit Juice Segment in Kolkata

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Market Research on Fruit Juice Segment in Kolkata

  1. 1. Research on Juices DATA ANALYSIS Prepared by Group 3 Group 4
  2. 2. AGENDA• Consumption of juice, time, occasions, place and reason• Awareness of different segments of juice and perception• Triggers and barriers to consumption of packaged juice• Brand strength of major brands – Awareness – Usage – Imagery• Conclusion• Recommendation
  3. 3. Brands consumed 6 18 47 REAL TROPICANA CERES JUICES 31 MINUTE MAID ACTIVE OTHER 1 53
  4. 4. Place of consumption parties, 8 home, 18 on the go, 26 college, 9 office, 5
  5. 5. Time of consumptionI do not have a specific time (anytime is good or when I feel like drinking it) Morning Evening Afternoon After dinner 0 5 10 15 20 25 30 35 40 45
  6. 6. Drink Preference 17 Aerated/Carbonated drink 41 Fruit flavoured Fruit juice 20 100% fruit juice 16
  7. 7. Reasons of consumption taste health Doctors advice others 0% 6% 27% 67%
  8. 8. Frequency of Drinking LESS THAN ONCE A WEEK 16 ONCE A WEEK 9 NOT DAILY BUT "MORE THAN TWICE" A WEEK 33 DAILY 7 0 5 10 15 20 25 30 35
  9. 9. Segment awareness14 1312 11108 7 Fruit Juice6 100% fruit juice4 2 22 10 200ml 1 litre 1 litre+
  10. 10. Barriers to fruit juice consumption302520151050 Better alternative Health issue Price Taste/Flavor
  11. 11. Best alternate drink OTHER VEGETABLE JUICE WATERAERATED/CARBONATED DRINK 0 5 10 15 20 25 30
  12. 12. Attributes - RatingBrand Name 239 Availability 258 Price 208Fruit Content 244 0 50 100 150 200 250 300
  13. 13. Brands based on “price”250200150100 50 0 Real Tropicana Ceres Juices Minute Maid Active
  14. 14. Brands based on “taste/flavor”30025020015010050 0 Real Tropicana Ceres Juices Minute Maid Active
  15. 15. Brands based on “being healthy”300250200150100 50 0 Real Tropicana Ceres Juices Minute Maid Active
  16. 16. Brands based on “availability”30025020015010050 0 Real Tropicana Ceres Juices Minute Maid Active
  17. 17. Awareness + Price Premia 45 40 39 35 32 30 25 20 15 10 5 0 Attention to content Willing to pay premium
  18. 18. Overall Conclusions• Of the current brands present in the market, Tropicana leads the pack with Real in second• On the go juice drinking is most prevalent• Most people do not have a specific time when they drink juice (maybe because most of the respondents are students)• Majority of the consumers drink juice because of its taste
  19. 19. Overall Conclusions• Tropicana is the most valued brand on Price, taste/flavor, health and availability parameters• Availability is the most important attribute according to consumers• 39 of the 65 respondents pay attention to fruit content in the juice while 32 are willing to pay a premium for extra fruit juice content
  20. 20. Recommendations• Product – Fruit Juice and 100% Fruit Juice – Start with very tasty flavors• Pricing – At par with Tropicana and Real• Place – Kolkata: has to be available everywhere• Promotion – Differentiation strategy will be based on taste

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