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Carbonated Soft Drinks
• Coca Cola and PepsiCo
• Almost equal market share
Milk Based Drinks
• Amul the clear market leader
• More than 80% share
• Mother Diary, Gagan, Nandini also present
Fruit Juices and Nectars
• Dabur (Flagship brand Real)
• Pepsico (Tropicana)
• Smaller players include Parle Agro (Frooti, Appy Fizz), Catch, Leh
  Berry
   Extremely competitive, market dominated by
    Pepsico and Coke
   The total value of sales in this segment in the
    year 2011 were Rs 9200 crore
   The growth rate of the consumption 29% p.a.
   Fast growing segment

   Seen as a replacement for
    CSDs

   Health consciousness
    increasing, prefer no
    preservatives, sugar free
    versions
   Sugarcane juice is a high energy drink that is naturally
    sweet and healthy.
   Sugarcane rehydrates the body after exposed periods to

    heat or physical activity.

   Essential blood sugars and the energy required for an

    active and healthy lifestyle.

   Sugarcane juice delivers a boost of carbohydrate energy

    to the working muscles.

   Sugarcane juice is popular with sportsmen and women.
STRENGHTS                            WEAKNESS

•INNOVATIVE AND NATURAL PRODUCT
CONCEPT.                             •NOT SUITABLE FOR PEOPLE
                                     SUFFERING FROM DIABETES.

•RAW MATERIAL AVAILABLE IN
ABUNDANCE.

          OPPORTUNITIES                          THREATS

NICHE MARKETS LIKE                  OPPOSITION FROM LOCAL MARKET.
METROPOLITAN,TIER ONE CITES CAN BE
TARGETED.                            COMPETITION FROM EXISTING
                                     BEVERAGE COMPANIES.
 HIGH INCOME GROUP PEOPLE CAN BE
TARGETED.

 AN UNEXPLORED SEGMENT.
FUNCTIONALITY       GREAT TASTE
                   QUENCH THIRST



  FEATURES           NUTRITIOUS
                      HYGENIC



  CONCEPT        INNOVATIVE PRODUCT
                CONVENTIONAL PRODUCT

 APPERANCE       ATTRACTIVE PACKING



 AVAILABILITY     EASY AVALABILITY
PSCHYOLOGICAL PRICING



  COST BASED PRICING



 PENENTRATION PRICING
INTENSIVE
                       SELECTIVE
DISTRIBUTION           EXCLUSIVE


                AVAILABILITY OF THE PRODUCT
 COVERAGE         AT THE DESIRED OUTLETS

                       ZERO LEVEL
                         1 LEVEL
 CHANNELS                2 LEVEL
                       MULTI LEVEL


POINT OF SALE   VISUAL MERCHANDISING
NEWSPAPER
                            RADIO
                          TELEVISION
  ADVERTISING             HOARDINGS
                        FLYERS/POSTERS

                        FREE SAMPLING
                         ROAD SHOWS
SALES PROMOTION        MALL PROMOTIONS
                           TIE-UPS




PERSONAL SELLING      SOCIETY PROMOTIONS




PUBLIC RELATIONS   SPONSORING VARIOUS EVENTS
 INNOVATIVE   CONCEPT
 EASY AVAILABILITY

 AFFORDABILITY

 HYGIENIC
Quantity : 6 lakh bottles/annum Or 3,000 bottles/day
Value : Rs. 72 lakh
Installed capacity : 8 lakh bottles/annum
Working days : 200/annum
Optimum capacity utilization : 70%
Manpower : 22
Utilities
Motive Power : 20 kWH
Water : 10 kL/day
I cane

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I cane

  • 1.
  • 2.
  • 3. Carbonated Soft Drinks • Coca Cola and PepsiCo • Almost equal market share Milk Based Drinks • Amul the clear market leader • More than 80% share • Mother Diary, Gagan, Nandini also present Fruit Juices and Nectars • Dabur (Flagship brand Real) • Pepsico (Tropicana) • Smaller players include Parle Agro (Frooti, Appy Fizz), Catch, Leh Berry
  • 4. Extremely competitive, market dominated by Pepsico and Coke  The total value of sales in this segment in the year 2011 were Rs 9200 crore  The growth rate of the consumption 29% p.a.
  • 5. Fast growing segment  Seen as a replacement for CSDs  Health consciousness increasing, prefer no preservatives, sugar free versions
  • 6. Sugarcane juice is a high energy drink that is naturally sweet and healthy.  Sugarcane rehydrates the body after exposed periods to heat or physical activity.  Essential blood sugars and the energy required for an active and healthy lifestyle.  Sugarcane juice delivers a boost of carbohydrate energy to the working muscles.  Sugarcane juice is popular with sportsmen and women.
  • 7.
  • 8. STRENGHTS WEAKNESS •INNOVATIVE AND NATURAL PRODUCT CONCEPT. •NOT SUITABLE FOR PEOPLE SUFFERING FROM DIABETES. •RAW MATERIAL AVAILABLE IN ABUNDANCE. OPPORTUNITIES THREATS NICHE MARKETS LIKE OPPOSITION FROM LOCAL MARKET. METROPOLITAN,TIER ONE CITES CAN BE TARGETED. COMPETITION FROM EXISTING BEVERAGE COMPANIES.  HIGH INCOME GROUP PEOPLE CAN BE TARGETED.  AN UNEXPLORED SEGMENT.
  • 9.
  • 10.
  • 11.
  • 12.
  • 13. FUNCTIONALITY GREAT TASTE QUENCH THIRST FEATURES NUTRITIOUS HYGENIC CONCEPT INNOVATIVE PRODUCT CONVENTIONAL PRODUCT APPERANCE ATTRACTIVE PACKING AVAILABILITY EASY AVALABILITY
  • 14. PSCHYOLOGICAL PRICING COST BASED PRICING PENENTRATION PRICING
  • 15. INTENSIVE SELECTIVE DISTRIBUTION EXCLUSIVE AVAILABILITY OF THE PRODUCT COVERAGE AT THE DESIRED OUTLETS ZERO LEVEL 1 LEVEL CHANNELS 2 LEVEL MULTI LEVEL POINT OF SALE VISUAL MERCHANDISING
  • 16.
  • 17. NEWSPAPER RADIO TELEVISION ADVERTISING HOARDINGS FLYERS/POSTERS FREE SAMPLING ROAD SHOWS SALES PROMOTION MALL PROMOTIONS TIE-UPS PERSONAL SELLING SOCIETY PROMOTIONS PUBLIC RELATIONS SPONSORING VARIOUS EVENTS
  • 18.
  • 19.  INNOVATIVE CONCEPT  EASY AVAILABILITY  AFFORDABILITY  HYGIENIC
  • 20. Quantity : 6 lakh bottles/annum Or 3,000 bottles/day Value : Rs. 72 lakh Installed capacity : 8 lakh bottles/annum Working days : 200/annum Optimum capacity utilization : 70% Manpower : 22 Utilities Motive Power : 20 kWH Water : 10 kL/day