This document analyzes research data on juice consumption patterns, brand awareness, and consumer perceptions. It finds that Tropicana has the strongest brand among juices consumed mostly on-the-go. While taste is the primary driver of consumption, consumers also value fruit content and availability. The recommendations suggest introducing tasty fruit juices priced competitively and widely available, with promotion emphasizing differentiation through superior taste.

1. Research on
Juices
DATA ANALYSIS
Prepared by
Group 3
Group 4

2. AGENDA
• Consumption of juice, time, occasions, place and
reason
• Awareness of different segments of juice and
perception
• Triggers and barriers to consumption of packaged juice
• Brand strength of major brands
– Awareness
– Usage
– Imagery
• Conclusion
• Recommendation

3. Brands consumed
6
18
47 REAL
TROPICANA
CERES JUICES
31
MINUTE MAID
ACTIVE
OTHER
1
53

4. Place of consumption
parties, 8
home, 18
on the go, 26
college, 9
office, 5

5. Time of consumption
I do not have a specific time (anytime
is good or when I feel like drinking it)
Morning
Evening
Afternoon
After dinner
0 5 10 15 20 25 30 35 40 45

6. Drink Preference
17 Aerated/Carbonated
drink
41 Fruit flavoured
Fruit juice
20
100% fruit juice
16

7. Reasons of consumption
taste health Doctor's advice others
0%
6%
27%
67%

8. Frequency of Drinking
LESS THAN ONCE A WEEK 16
ONCE A WEEK 9
NOT DAILY BUT "MORE THAN TWICE" A WEEK 33
DAILY 7
0 5 10 15 20 25 30 35

9. Segment awareness
14 13
12 11
10
8 7
Fruit Juice
6
100% fruit juice
4
2 2
2 1
0
200ml 1 litre 1 litre+

10. Barriers to fruit juice consumption
30
25
20
15
10
5
0
Better alternative Health issue Price Taste/Flavor

11. Best alternate drink
OTHER
VEGETABLE JUICE
WATER
AERATED/CARBONATED DRINK
0 5 10 15 20 25 30

12. Attributes - Rating
Brand Name 239
Availability 258
Price 208
Fruit Content 244
0 50 100 150 200 250 300

13. Brands based on “price”
250
200
150
100
50
0
Real Tropicana Ceres Juices Minute Maid Active

14. Brands based on “taste/flavor”
300
250
200
150
100
50
0
Real Tropicana Ceres Juices Minute Maid Active

15. Brands based on “being healthy”
300
250
200
150
100
50
0
Real Tropicana Ceres Juices Minute Maid Active

16. Brands based on “availability”
300
250
200
150
100
50
0
Real Tropicana Ceres Juices Minute Maid Active

17. Awareness + Price Premia
45
40
39
35 32
30
25
20
15
10
5
0
Attention to content Willing to pay premium

18. Overall Conclusions
• Of the current brands present in the
market, Tropicana leads the pack with Real in
second
• On the go juice drinking is most prevalent
• Most people do not have a specific time when
they drink juice (maybe because most of the
respondents are students)
• Majority of the consumers drink juice because
of its taste

19. Overall Conclusions
• Tropicana is the most valued brand on
Price, taste/flavor, health and availability
parameters
• Availability is the most important attribute
according to consumers
• 39 of the 65 respondents pay attention to fruit
content in the juice while 32 are willing to pay
a premium for extra fruit juice content

20. Recommendations
• Product
– Fruit Juice and 100% Fruit Juice
– Start with very tasty flavors
• Pricing
– At par with Tropicana and Real
• Place
– Kolkata: has to be available everywhere
• Promotion
– Differentiation strategy will be based on taste