Pulpy Orange

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Pulpy Orange 18 months after launch

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Pulpy Orange

  1. 1. <ul><li>Presented by:- </li></ul><ul><li>Dhanraj Koli P-16 </li></ul><ul><li>Jay Lodaya P-19 </li></ul><ul><li>Nahush Mhaskar P-20 </li></ul><ul><li>Rohit Mundhara P-21 </li></ul><ul><li>Sneha Sharma P-41 </li></ul>
  2. 2. <ul><li>The World’s most recognized Trademark & one of the largest non alcoholic beverage companies. </li></ul><ul><li>Minute Maid – </li></ul><ul><li>A 62 year success story </li></ul><ul><li>History of the Minute Maid brand </li></ul><ul><li>Acquired by Coca-Cola </li></ul>Company Information
  3. 3. Brands of
  4. 4. Total Fruit Juice Market 1200 crores Fruit Juice Market 480crores Packaged Juice Market 720crores Unpackaged Juice Market 85% Mango Base 15% Other Fruits
  5. 5. Distribution of Packaged Juice Market 480 Crores Market 50 Million Cases 40% 24% 12% 4% 20%
  6. 6. Product Introduction <ul><li>A Naturally refreshing Juice </li></ul><ul><li>Real Orange Pulp </li></ul><ul><li>One of the world’s largest juice and juice drink brands </li></ul><ul><li>Minute Maid-Pulpy Orange </li></ul><ul><li>“ Refreshingly Orange,Surprisingly Pulpy” </li></ul>
  7. 7. Why this Product? <ul><li>Users perceive fruit juice as a healthy drink. </li></ul><ul><li>Users drink fruit juice as a refreshing alternative to carbonated drinks. </li></ul><ul><li>Users willingly spend on products related to health and lifestyle. </li></ul><ul><li>Users enjoy fruit juice not only as a means of healthy life, but as an intrinsically enjoyable activity in itself. </li></ul>Reason for Launch <ul><li>Fruit drinks growth @ 30% - 40% </li></ul><ul><li>Carbonated soft drinks growth @ 4% - 6% </li></ul><ul><li>Users perceive fruit juice as a healthy drink. </li></ul><ul><li>Users drink fruit juice as a refreshing </li></ul><ul><li>alternative to carbonated drinks. </li></ul>Fruit Drinks Soft Drinks
  8. 8. <ul><li>More than 60 % of sales happen through </li></ul><ul><li>unorganized route - juice centers, </li></ul><ul><li>street corner shops and so on. </li></ul><ul><li>Increase the current market share </li></ul><ul><li>of Coca-Cola by introducing Orange </li></ul><ul><li>base fruit juice. </li></ul>Reason for Launch
  9. 9. Product Launch In Phased Manner Uttar Pradesh 31 st Aug Delhi,Mumbai 3 rd Sep Punjab,Haryana, Himachal Pradesh 4 th June Bangalore,Chennai 9 th March Hyderabad 19 th Feb
  10. 10. Target Audience <ul><li>The focus initially would be to target </li></ul><ul><li>young adults in key cities </li></ul><ul><li>and then move into the rest of the country </li></ul><ul><li>Brand Ambassador </li></ul><ul><li>-Nikhil Chinnappa (V.J) </li></ul>
  11. 11. Operations :- <ul><li>Ingredients </li></ul><ul><li>Orange Pulp </li></ul><ul><li>Orange Juice </li></ul><ul><li>Concentrate </li></ul><ul><li>Acidity </li></ul><ul><li>Regulator </li></ul><ul><li>Antioxidants </li></ul><ul><li>Preservatives </li></ul>
  12. 12. <ul><li>Production </li></ul><ul><li>Orange Pulp is imported from Florida,USA. </li></ul><ul><li>Orange Juice Concentrate is imported from Brazil. </li></ul><ul><li>Bottling plant at:- </li></ul>Wada - Maharshtra Dasana – Uttar Pradesh Bareilly – Uttar Pradesh Chitoor – Andhra Pradesh
  13. 13. Distribution Sales Hub (Depot) Distributors Direct Channel Retailers Consumers Manufacturing Unit
  14. 14. Marketing Strategies <ul><li>Adopted 360 degree marketing: </li></ul><ul><li>Road Shows </li></ul><ul><li>Contests </li></ul><ul><li>Television Commercials </li></ul><ul><li>Sampling </li></ul>
  15. 15. Survey Report
  16. 16. 69% 11% 8% 12%
  17. 17. Pricing <ul><li>Pulpy Orange is almost priced </li></ul><ul><li>at par compared to its peer. </li></ul><ul><li>Rates: 400ML PET bottle @25/- </li></ul><ul><li>1000ML PET bottle @60/- </li></ul><ul><li>Priced on the base of single pricing strategy. </li></ul><ul><li>Priced taking into consideration its niche quality. </li></ul>
  18. 18. Pros <ul><li>Orange Juice </li></ul><ul><li>Thirst Quencher </li></ul><ul><li>Sweet Compared to other readymade Juices </li></ul><ul><li>Real Pulp </li></ul><ul><li>Non-Carbonated </li></ul><ul><li>Healthy Drink </li></ul><ul><li>Ready to Drink </li></ul>
  19. 19. Cons <ul><li>Not Sweet as Natural Orange Juice </li></ul><ul><li>Coca-Cola Controversy of pesticides. </li></ul><ul><li>High Priced . </li></ul><ul><li>It tastes like Tang/Rasna. </li></ul><ul><li>Fresh fruit juice more preferable </li></ul>
  20. 20. Expansion :- <ul><li>has already invested </li></ul><ul><li>$1.2Bn & are aggressively adding </li></ul><ul><li>for further expansion of Pulpy Orange </li></ul><ul><li>a sum of $ 250Mn. </li></ul><ul><li>Targeting 13 Mn young adults only </li></ul><ul><li>in southern states of India. </li></ul><ul><li>To distribute 5.5 lakh bottles through 25000 outlets </li></ul><ul><li>in span of 30 days. </li></ul><ul><li>Launch of MMPO Express </li></ul>
  21. 21. Economic Logic <ul><li>HCCB pvt ltd – Profits. </li></ul><ul><li>3 % of Total Revenues. </li></ul><ul><li>To squeeze more out of the 1200 Cr market of Fruit Juices in India. </li></ul>1350 Cr 2007 1650 Cr 2008 <ul><li>Cr </li></ul>2006
  22. 22. Economic Logic <ul><li>To convert unorganized fruit juice market in to branded juice market. </li></ul><ul><li>To increase its market share. </li></ul><ul><li>To take advantage of growing market. </li></ul><ul><li>To create a different identity of product compared to other branded fruit juices </li></ul>
  23. 23. Suggestions <ul><li>New Flavours should be introduced. </li></ul><ul><li>Smaller packs should be introduced </li></ul><ul><li>for smaller towns & tier two cities. </li></ul><ul><li>Can be given as free take away in </li></ul><ul><li>Big Retail outlets in order to popularize. </li></ul><ul><li>Source the Orange pulp from India . </li></ul><ul><li>Cut down on rates. </li></ul>
  24. 24. <ul><li>Ms.Ekta Shukla </li></ul><ul><li>-Asst Manager public affairs & Communication. </li></ul><ul><li>Hindustan coca cola beverages pvt ltd, Gurgaon. </li></ul><ul><li>Mr.Prasad Shivalkar </li></ul><ul><li>-Competent Authority. </li></ul><ul><li>Hindustan coca cola beverages pvt ltd, Mumbai </li></ul>Our Sincere Thanks to….
  25. 25. <ul><li>BIBLIOGRAPHY... </li></ul><ul><li>WEBSITES:- </li></ul><ul><li>www.coca-colaindia.com </li></ul><ul><li>www.minutemaid.com </li></ul><ul><li>www.google.com </li></ul><ul><li>www.pulpy.in </li></ul><ul><li>NEWSPAPER ARTICLES:- </li></ul><ul><li>Economic times </li></ul><ul><li>Financial times </li></ul><ul><li>DNA money </li></ul>
  26. 26. THANK YOU

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