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Voodoo is a juice company that manufactures 100% fruit and vegetable juices using an advanced technology. It aims to be India's premier fruit juice company offering nutritious drinks to consumers. Voodoo grows its own certified organic crops and uses natural pest control methods. It faces competition from established brands but sees an opportunity in the growing fruit and vegetable drink market. Voodoo plans to target different age groups and establish a production and distribution network across India to achieve its goal of gaining 5% market share within a year.
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- 2. Juice, Tender coconut water & fruit drinks. 100% ESSENTIAL VITAMINS AND MINERALS . Unique position with itsadvanced technology to manufacture a Juice that has many different flavours, for customer satisfaction. Low in sugar, Tooth friendly and CAFFEINE free. Eco- Friendly
- 3. WHY ? Fruit andVegetable drinks growth @ 30% - 40%. Carbonated soft drinks growth @ 4% - 6%. Users perceive fruit juice as a healthy drink.
- 4. “To be aleading producer of fruit juices based on dedication to nature, corporate and process hygiene, dynamic leadership and commitment to our partners and stakeholders.” “To be India’s Premier Fruit Juice Company, offering nutritious & superior quality drinks to its consumers. We would be the best in terms of consumer value, employee talent, and consistent and predictable growth.”
- 5. VOODOO is theonly global juice brand to grow, harvest and process plants on its own certified organic farms. We will grow our crops in accordance with nature. We feel that replenishing the soil, rather than depleting its nutrients, would ultimately produce better crops. Natural enemies of pests;- Ladybugs, green lacewings, hawks, owls, sheep, and other natural predators control insects and vertebrate pests.
- 7. 35% 25% 15% 13% 2% 2% 4% 4% DaburReal Pepsi Tropicana Parle Frooti Coca Cola's Maaza Godrej Jumpin Pro Soya,s Soya Milk Nestle's Milo Others -Soft drinks DRINKS Market Share of Competitors
- 8. Tiger Competitor • Counterattack every strategy • Aggressive • Few in number • example: Coca-Cola, PepsiCo Strategic Competitor • Reacts to a select strategy • Mediocre • example: Parle Agro Stochastic Competitor • Unpredictable • Weak in nature; can become strong • example: Mother Dairy Laid Back Competitor • Confident about their product • Defensive • Generally monopolies • Brand Loyal Customers • example: Dabur
- 9. STRENGTH Adequate availabilityof raw materials Price, a competitive advantage Natural product WEAKNESS Seasonal availability of fruits Brand Acknowledgement Late entry into the market Participation with a growing industry Competitive advantage over carbonated soft drinks Health conscious customers Cut throat competition Rising Global Warming THREATSOPPORTUNITY SWOT ANALYSIS
- 10. Primary Market • –Kids – Fond of Fruit Juice (fond of mango, strawberry) • – Teens – More experimental • – Youth – Experimental and more buying power • – Working People- Energy drinks • – Housewives- family care • – Elderly people- Health conscious Secondary Market • – Travel Industry • – Airlines, Railways and Local Transport Systems • – Movie Theatres, Malls, Jogging Parks. • – School, Colleges , Hotels, Restaurants, etc.
- 11. 1) Geographic variables Densityof Area: Urban, Semi-urban, Rural. Metropolitan Cities (Delhi, Mumbai, Kolkata, Hyderabad etc) major cities/towns of the states. 2) Psychographic variables PERSONALITY NO LIFESTYLE YES
- 12. 3) Demographic variables Age– all age group Gender – Both Male and Female Income – price sensitive customers Occupation – student, working and retired people
- 14. Voodoo will producejuice in the following varieties : • Mixed Fruit • Alovera • Beetroot • Pomegranate (Anaar) • Apple • Orange • Pineapple • Grapes • Guava • Mango • Tender coconut Voodoo is a 100 percent pure juice.
- 15. •Environment friendly. •The wine’spackaging is an environmentally friendly, with 93% wine and only 7% packaging, containing less carbon footprint. • Everything is 100% natural, they use the sugarcane pulp paper, coated with sugarcane lignin and printed using vegetable-based inks. The pulp paper is very much recyclable, and it minimizes greenhouse emissions too. •The concept off the drawing board.
- 16. Our product liein 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
- 17. • Our productwill be lie on penetration strategy with high quality & low price. • For introducing new product. • Price low to capture market share. • Rates:400ML PET Pack@20/- 1200ML PET Pack@80/- • Priced taking into consideration its niche quality.
- 18. VARIABLE COST Repairs ToMachinery 423 Direct Labour 18000 Raw Material 77335 Primary Packing Material 50071 Power and Fuel 4239 Stores and Spares 1172 Excise Duty 3099 Sales tax 289 Freight 6287 Travel and Conveyance 3007 Commission and Discount 3166 Total Variable costs 167088 FIXED COSTS Rs.in Hundreds Depreciation on Building 727 Depreciation Plant & Machinery 2118 Depreciation lease on land 10 Rates And Taxes 348 Depreciation Vehicle 196 Depreciation furniture & fixtures 170 Depreciation computer 275 R&D 368 Remuneration 76 General Expenses 9201 Security 446 Insurance 286 Salary 2192 Telephone and Fax 355 Legal and Professional 2159 Repair and Maintenance Building 281 Processing charges 2098 Other Repairs 678 Rent 2132 Advertisement 39019 Total Fixed costs 63135
- 19. All the expenseshave been classified under two categories of cost: •Fixed cost •Variable cost Fixed cost as a % of Total Cost 27.423 Variable cost as a % of Total Cost 72.575 Break Even Sales Fixed cost/(P/V ratio) 1,29,33,600.24 P/V ratio Contribution / Sales )*100 3737.91/16910.06 =0.48815 Sales 3,26,43,700 Fixed Cost 63,13,500 Variable Cost 1,67,08,800 Contribution 1,59,349 P/V Ratio 0.488146258 Total Cost 2,30,22,300
- 20. •Fruits such asOrange, Apple, Pineapple etc would be produced in Kullu. •Mango would be produced in Hazira and Dahej. •Coconut from Kerala and other costal area. •Expanding its reach in the food-service industry by securing placements in hospitals, airlines, railways, hotels and restaurant.
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- 22. Adopted 360 degreemarketing Road Shows (BELOW THE LINE) C o n t e s t s Sponsoring the events Award functions Purchase one Party pack and get one family pack Voodoo. Give 5 rapper of family pack Voodoo and get one large size cup free Television Commercials S a m p l i n g
- 23. Tie – UpPromotion Strategy • We will tie up with PVR cinemas to increase our branding. `in-film advertising' • Example : In movie ‘Yaadein’ – Pass-Pass, Hero cycle, Coca cola.. Change beverage choices in vending machines at school and collages Vending Machines WEB MARKETING •Twitter •Facebook, etc
- 24. Target of capturing5% of the market share within a year and 15% by 2017-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, in order to facilitate innovation in existing products. We would open Satellite Branches in Major Cities to facilitate product training & improve on Market Share. Voodoo will be undertaking a host of energy conservation measures.
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- 26. We came toknow about consumer behaviour towards different brands on different criteria's- Shobhana Tiwari I came to know more about manufacturing processes and marketing strategies. My passion for establishing my own business increased- Arnav Saraswat I came to know how marketing plans are made and how we can attract customers towards our product- SONIKA RAWAT
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