The document analyzes the market for real fruit juices in India. It segments the market geographically, demographically, and by behavior. The target market is urban/suburban youth and adults who are quality oriented. It positions the product as 100% real fruit with quality and hygienic packaging. The document also analyzes competitors like Tropicana and Frooti and suggests new product ideas like kids' juices, juices for pregnant women, fruit soda, and fruit powder sachets.

1. MARKET STUDY OF
REAL FRUIT
JUICES

2. Largest Indian Personal and HealthCare company
World’s Leader in Ayurveda
Professionally Managed
Awarded for the excellence in corporate
governance
Strong Internal Competencies
World class manufacturing and R&D

4. The juices are prepared from concentrated fruit extracts. The
amount of water in the juices is exactly same as what is supposed to
be in the fruits. The juices are also rich in fiber. Moreover, there is
no added sugar, artificial colour, artificial flavour or
preservatives. There are 30+ flavours available for the consumer to
choose from.

6. 1. Geographical
2. Demographical
3. Behavioural
1. Urban/Sub-Urban
2. Youth and Adults
3. Quality Oriented
1. 100% Real Fruits
2. Quality and
hygienic products
Segmentation Target Positioning

7. Product
Excellent quality products
Made from best quality fruits
Packed in an aseptic 6-layered Tetra pack
Place
Strong network for distribution
Supply is extensive and incomparable
Price
Pricing is slightly higher than its
competitor’s products prices
Promotions
Dabur has launched a full-fledged
advertising campaign
Roped in celebrities like Bipasha Basu and
Sonali Bendre as brand ambassadors

8. 1. Established brand value
and image
2. Robust supply chain
3. Large market share with
loyal customers
4. Excellent advertising
1. Comparatively
high pricing
2. No new flavours
1. Rope in the Olympic
winners for advertising
the product
2. Growing health
consciousness among
people
3. Buy out competitors
1. Existing competitors
(Pepsico Tropicana,
Parle Agro)
2. Potential new entrants
(Patanjali, PaperBoat)
3. Local fruit juice sellers

9. Pepsico’s Tropicana
• Tropicana is product from the vast family of PEPSI
• Pepsi’s tropicana has outpaced the growth of the juice
market in last two years.
• Pepsi in association with Hindustan-Lever Ltd launched Iced
tea ‘LIPTON’.
• Pepsi is one of the world leader in the aerated drink market.
Parle Frooti
• Largest distributor in the fruit based drinks with almost 85%
market share.
• Wider reach to the retail outlets in up to tier II cities.
• Company includes mineral water brand of Bailey.
Competitors Analysis

10. Statistics from the Survey

11. Kiwi, red guava
Coconut water
Kala-khatta
Fruit pepsi
Fresh lemonade
Fruit Yogurt

12. Suggestions :
Special range for the kids. These should be available in various
packages (100ml, 200ml, 300ml, etc.) tetra packs or pet bottles.
Specific products for pregnant ladies as they consume more
juices during their maternal period.
New products range of Aerated Fruit drinks can be introduced as
they are in trend among the youth.
Introduction of few new unique flavours like Red Guava and kiwi
Can introduce the fruit extract powder sachet with relatively
lower price.