1. Pulpy Grape Juice
Team Members:
Pinaki Ghosh
Pavan Kumar
Chaitanya Rajendra
Ravi Kiran

2. INTRODUCTION
• Pulpy Grape Juice also known as Arabian Grape Juice.
• In the line of pulpy orange where the whole fruit is crushed to
extract juice
• New product in existing market of soft drink
• Though prepared by small vendors but no brand in market.
Coca Cola brand will help in fetching a big market.
• Healthy,Refreshing and Tasty
• Middle class and upper middle class are target customers

3. Why this product?
• No pulpy grape juice in market
• Some companies like Tropicana, Real have grape juice but
they are not pulpy
• Coca Cola has already infrastructure, machinery, logistics for
Pulpy Orange product- that can be used for this new product
• Present health conscious and fruit –lover population can be
easily targeted

4. • New flavor and refreshing drink
• Quality and concentrated drink
• Easily reachable
• Health benefits and affects
Customer Expectation

5. Deliverables with product
• Customer satisfaction level with pulpiness
• As coca cola delivers quality products, customer can expect a
quality product from this brand
• Can be made available in all the stores
• Non aerated and good to avoid heart diseases

6. Total Fruit Juice Market
1200 crores Fruit
Juice Market
40%
Packaged Juice
Market
85% Mango Base 15% Other Fruits
60% unpackaged
Juice Market

7. Distribution Of Packaged Juice Market
Coco-Cola
Dabur
Pepsico
Parle
Others
40%
24%
20%
12%
4%

8. Minute Maid-Pulpy Grape
• A Naturally refreshing juice.
• Real Grape pulp.
• One of the worlds largest juice and juice drink
brands.

9. Reason for Launch
• Fruit drinks growth @ 30%- 40%
• Carbonated soft drinks growth at 4% - 6%
• Users perceive fruit juice as a healthy drink.
• Users drink fruit juice as a refreshing alternative
to carbonated drinks.
• More than 60% of sales happen through
unorganized route-juice centers, street corners
and so on.
• Increase the current market share of coco-cola by
introducing grape base fruit juice.

10. Target Audience
• The focus initially would be to target youth
adults in key cities and then move into the rest
of the country.

11. ingredients
• Grape pulp
• Grape juice
concentrate
• Acidity
Regulator
• Antioxidants
• Preservatives

12. Marketing Strategies
• Road Shows
• Contests
• Television Commercials
• Sampling

13. Advantages
• Grape juice
• Thirst Quencher
• Sweet compared to other ready made juices.
• Real pulp
• Non-Carborated
• Healthy Drink
• Ready to Drink

14. Decide Title
• To convert unorganized fruit juice market into
branded juice market.
• To increase its market share.
• To take advantage of growing market.
• To create different identity of product
compared to other branded fruit juices.