Marketing for new juice product

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Marketing for new juice product

  1. 1. FRUIT PUNCH FRUITY JUICY HEALTHY
  2. 2. ABOUT FP AGRO PVT LTD  Fruit juice & fruit drinks.  Unique position with its advanced technology to manufacture a Juice that has many different flavours, for customer satisfaction.  An environment-friendly.  Headquarter in Mumbai and branches in major Metros.
  3. 3. MISSION “To be a leading producer of fruit juices based on dedication to nature, corporate and process hygiene, dynamic leadership and commitment to our partners and stakeholders.”
  4. 4. VISION “To be India’s Premier Fruit Juice Company, offering nutritious & superior quality tasting drinks to its consumers. By 2016 we aim to achieve 30% of Market Share, and while doing it we would be the best in terms of consumer value, customer service, employee talent, and consistent and predictable growth.”
  5. 5. MARKETING MIX
  6. 6. PRODUCT • Fruit Punch is a 100 percent fruit juice which will be produced and marketed by the FP Agro Industries Ltd.
  7. 7. Why this product I. India currently produces about 50 million tonnes of fruits, which is about 9% of the world’s production of fruits. II. India has a strong raw material base. III. Only about 2 percent of the fruits and vegetables in India are processed
  8. 8. PRODUCT LIFE CYCLE Our product lie in Introduction Period of PLC o Low sales o High costs per customer o Negative profits o Innovator customers o Few competitors Objective: To create awareness of product o Offer a basic product o Price at cost-plus o Awareness – dealers and early adopters o Induce trial via heavy sales promotion
  9. 9. PLACE • Fruits such as Orange, Apple, Pineapple etc would be purchased from Kullu. • Mango would be purchased from Hazira and Dahej. • Retail & wholesale network of India • Expanding its reach in the food-service industry by securing placements in hospitals, airlines, railways, hotels and restaurant
  10. 10. PRICE • As a new comer our pricing strategy is to introduce our products in the market at lower prices so as to create huge demand in the market and then compete with other competitors.
  11. 11. PRICING STRATEGY 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
  12. 12. PROMOTION  As we are in the Introduction phase, our objective is to create brand awareness through Informative Advertising.  Use of Print Media, Radio Advertisement, Hoardings in Public Spots, Sample Distribution, Organizing Events, TV Commercial etc.  Tie Up with major Cinema halls to promote our products during Intervals.  In-film advertising, in its most effective form, is about a brand being a part of the cinema's content.
  13. 13. WEB MARKETING • Social Networking: In order to reach out to the TA and ensure that they feel more connected with the brand it is necessary to start making conversation. Facebook  Creating a community on facebook  Creating a Fan page on facebook Twitter  Creating an active account where regular tweets on product and event updates will ensure interactivity  Followers will be encouraged to tweet their suggestions on new flavors.
  14. 14. MAJOR COMPETITORS
  15. 15. TARGET MARKET • Primary Market – Kids – Fond of Fruit Juice (fond of mango, strawberry) – Teens – More experimental – Youth – Experimental and more buying power – Working People – Housewives – Elderly people • Secondary Market – Travel Industry – Airlines, Railways and Local Transport Systems – Recreational – Movie Theatres, Malls, Amusement Parks. – School, Colleges – Hotels, Restaurants, Bars etc.
  16. 16. SEGMENTATION • 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) Psychographic variables 4) Behavioural variables
  17. 17. 1) Geographic variables • By leveraging the benefits of liberalization and integration of the markets of the world, FP will seek to serve both domestic and international customers. • Metropolitan Cities, major cities/towns of the states. • Density of Area: Urban, Semi-urban, Rural. • Climate: Tropical
  18. 18. 2) Demographic variables • • • • • • • • 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 Nationality/race – doesn’t matter Language - doesn’t matter
  19. 19. 3) Psychographic variables PERSONALITY NO LIFESTYLE YES VALUE YES ATTITUDE YES
  20. 20. 4) Behavioural variables      Benefit sought Product usage rate Brand loyalty Profitability Income status
  21. 21. Factors driving demand for our product 1) Changing age profile- A relatively larger share of young population which has the ability to spend on processed foods 2) Increase in income- The middle and upper middle income groups growing at a faster rate than in developed countries resulting in higher spending on food 3) Social changes- Increasing number of working women 4) Life style factors- Increasing health consciousness and need for convenience fruit drink 5) Availability of Organized Retail outlets- These provide the much needed forward linkages
  22. 22. STRENGTH  Adequate availability of raw materials  Price, a competitive advantage  Natural product OPPORTUNITY  Participation with a growing industry  Competitive advantage over carbonated soft drinks  Success of incredible India campaign  Possible deal with Mumbai Cricket Association WEAKNESS  Seasonal availability of fruits  Brand Acknowledgement  Late entry into the market Dependence on Monsoon THREATS  Cut throat competition  Unstable government policies  Rising Global Warming
  23. 23. BIBLIOGRAPHY • • • • • www.mofpi.nic.in www.exportersindia.com www.news.reportlinker.com www.indiaagronet.com www.hpagrisnet.gov.in

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