FP Agro Pvt Ltd plans to launch fruit juices and drinks in the growing Indian market. It will source fruits from various regions and initially outsource production. The report analyzes the industry, identifying growth in juices consumption. It discusses FP Agro's mission to be a leading juice producer offering nutritious drinks. Target markets are identified as kids to elderly. Major competitors like Dabur and Parle Agro control most of the market. The report performs a SWOT analysis and discusses marketing strategies around product varieties, pricing to gain market share, placing products in major cities initially, and promoting through various media. FP Agro aims to gain 5% market share in first year and 30% by 2016 through these strategies.

1. New Product Launching Strategies &
Marketing Management
Report on
FP Agro Pvt Ltd
SUBMITTED TO SUBMITTED BY
Dr. S.S. BANWAIT DEVI LAL
PROFESSOR & HEAD OF ME(MT IInd SEM.)
DEPTT. OF MECHANICAL ENGINEERING ROLL NO. 152208

2. Agenda
 Industry Analysis
 Why this Product?
 About the
Company
 Mission & Vision
 Target Market
 Competitive
Analysis
 SWOT Analysis
 Marketing Mix (4
P’s)

3. SOFT DRINK MARKET IN INDIA

4. INDUSTRIAL ANALYSIS
 Branded fruit beverage market in India is estimated to be worth
Rs. 1,200 crore (nectars, drinks and juices combined)
 Juices - over 85% pulp content
 Nectars - 20% to 85% pulp content
 Fruit Drink – Less than 20% pulp content
Segment Market Share
Juices 30%
Nectars 10%
Fruit Drink 60%

5. INDUSTRIAL ANALYSIS
 The Fruit Drink market has grown at a 20% to 25% rate.
 Of this, more expensive juices segment has grown at
rate of 40% this year. It accounted for only 15% of the
fruit beverage 3 years back.
 In–home consumption of juices has gone up from
30%, three years back to 80% today.
 Mango based drinks account for two thirds of fruit
drinks industry.
 More than 80 % of sales happen through the
unorganized route - juice centers, street corner
shops and so on

6. About FP AGRO PVT LTD
 FP Agro will produce fruit juice & fruit drinks.
 FP Agro is going to make unique position in terms
of corporate presence with its advanced
technology and the instrumentation required to
manufacture a Juice that has many different
flavors, for utmost customer satisfaction.
 FP Agro will be an environment-friendly company
dedicated on sustainable development and corporate
social responsibility, as a service to society and
preservation of nature.
 FP Agro headquarter will be situated in Mumbai and it
would be having Satellite branches in major Metros.

7. 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.”

8. 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.”

9. Why this Product?
 India currently produces about 50 million tonnes of fruits, which is
about 9% of the world’s production of fruits.
 Though India has a strong raw material base, it has been unable
to tap the potential for processing and value addition in
perishables like fruits and vegetables.
 Only about 2 percent of the fruits and vegetables in India are
processed, which is much lower when compared to countries
like USA (65 %), Philippines (78%) and China (23)%

10. Why this Product?
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

11. 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.

12. Market 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) Behavioral variables

13. Market Segmentation Variables
 Demographic
 Age – all agegroup
 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
 Behavioral
 benefit sought
 product usage rate
 brand loyalty
 profitability
 income status
Geographic
 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
Psychographic
Personality No
Lifestyle Yes
Value Yes
Attitude Yes

14. Major Competitor Analysis
 Dabur's flagship brand Real fruit
juice is a market leader in the
packaged fruit juice category.
 Real with a market share of 57 %
offers to its consumers the largest
range of 9 juices that comprise
orange, mango, pineapple, mixed
fruit, grape, guava, tomato, litchi
and cranberry.
 Real Active orange carrot juice,
India's first packaged fruit +
vegetable juice.
 Spread over 11 acres and geared
to process 150 tonnes of fruit per
day, it has the capacity to
produce 192 tonnes of
pulp/concentrate
 Tropicana is a product of vast
PEPSI family and has a
market share of 25%
 The company sources
orange juice concentrates
from Brazil.
 They come in Tetrapaks of one
litre and PET bottles of 500 ml
and one litre.
 Pepsi also markets Gatorade
an energy drink for the sports
personnel which is a sugar-free
Diet Pepsi.
 Pepsi, in association with
Unilever have launched Lipton
iced tea

15. Major Competitor Analysis
 Frooti from Parle Agro is the
largest distributed fruit drink with
85% market share (Tetra Pack)
 It reaches more than 10 lakh retail
outlets in up to class C towns
 Parle’s Agro’s APPY, in 1996
had a market share of 5% in the
fruit drink segment
 In 2003 its new variant-APPY FIZZ
was launched which was a hit.
 Maaza was launched in 1976.
 In 1993, Maaza was acquired by
coca cola India.
 Over the years, Maaza has
become synonymous with
mango.
 The drink became a hit with
successful advertisement
campaigns like "Taaza mango,
maaza mango,' and 'Botal mein
aam, maaza hain naam.
 It is available in 200 ml , 250 ml , 125
ml Tetrapak and 200 ml Tetrapak.

16. Strengths & Weakness of Competitors
Name Strengths Weakness
CavinKare Pvt Ltd Acquired Maa Fruits Pvt Ltd
Distribution network
Entering in a new
segment
Coca Cola India Global leader in beverages
Growing Fast
New Entry
PepsiCo Global Brand in beverage Less Product Line
ParleAgro Market share Less Product Line
Dabur Market leader Less cost effective
Godrej Beverages Innovation New entry
Ladakh Foods Nutrients Taste
Mother dairy Cost Effective New Entry

17. SWOT ANALYSIS
STRENGTH
• Adequate availability of
raw materials
• Price, a competitive
advantage
• Natural Product.
INTERNALEXTERNAL
OPPORTUNITY
• Participation with a
growing industry.
• Competitive advantage
over carbonated soft
drinks.
• Success of incredible
India campaign
• Possible deal with Mumbai
Criket Association (MCA).
WEAKNESS
• Seasonal availability of
fruits
• Brand acknowledgement
• Late entry into the market.
• Dependence on HP fruits.
• Dependence on Monsoon
THREATS
• Cut throat competition
• Unstable government
policies
• Rising Global Warming

18. Marketing Mix

19. Product
 Fresh Punch is a 100 percent fruit juice
which will be produced and marketed by
the FP Agro Industries Ltd.
 BRAND NAME: FRUIT PUNCH

20. Our Product Variants
Mango
Mania
Crispy AppleMixed Fruit Orange
Bytez

21. Product Life Cycle
Our product lie in Introduction Period of
PLC
 Low sales
 High costs per customer
 Negative profits
 Innovator customers
 Few competitors
Objective: To create awareness of product
 Offer a basic product
 Price at cost-plus
 Selective distribution
 Awareness – dealers and early
adopters
 Induce trial via heavy sales
promotion

22. Place
Kullu
(Himachal Pradesh)
Hazira and Dahej
(Gujarat)

23. Place
 In the initial phase we would be outsourcing fruit
processing and packaging of Fruit Juices under FP
brand.
 Fruits such as Orange, Apple, Pineapple etc would be
purchased from Kullu. Fruit Processing & Packaging
would be outsourced to local producer.
 Mango would be purchased from Hazira and Dahej.
Fruit Processing & Packaging would be outsourced
to local producer.
 Mode of Transport: Road Transport

24. Pricing
 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.
 As we come up in the demand, we will increase our
prices and will provide more efficient and affordable
juices

25. Pricing Strategy
Penetration Pricing
 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

26. 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.

27. 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
 This will enable the brand to keep its TA engaged and updated
on the introduction of new flavors and events
twitter
 Creating an active account on a micro-blogging site such as
twitter, where regular tweets on product and event updates will
ensure interactivity
 Followers will be encouraged to tweet their suggestions on new
flavors.

28.  Target of capturing 5% of the market share within a
year and 30% by 2016-end
 Initially we would be outsourcing the processing of
fruits, but after 3 years we would check the feasibility
of starting our own processing plant.
 R&D Department to be set up by 2015 early, in
order to facilitate innovation in existing products.
 We would open Satellite Branches in Major Cities to
facilitate product training & improve on Market Share.
 FP Agro will be undertaking a host of energy
conservation measures
5 Year Planning

29. Bibliography
mofpi.nic.i
n
www.exportersindia.c
om
news.reportlinker.com
www.indiaagronet.co
m hpagrisnet.gov.in
www.scribd.com

30. Thank YOU