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Fruit Juice

Fruit Juice

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Published by Ravi Maurya

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Published by: Ravi Maurya on Jun 10, 2010
Copyright:Attribution Non-commercial


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Project Report
A Project report submitted in partial fulfillment of therequirement of POST GRADUATE DIPLOMA IN MANAGEMENTINIV SEMESTER 
Submitted to:- Submitted by:-
P.G.D.M. 4
Introduction of Company
India is the second largest for foods and vegetables in the world. The total production of food and vegetables is estimated to be around 148.5 milliontones, out of which fruit account for only 48.5 million tones and the rest100 million tones is accounted for by vegetables. However, the fruit juicemarket has not been fully tapped because of poor infrastructure, poor storagefacility, and highly unorganized market, chiefly constituted by road sidevendors. Consumer still prefer to buy juice from road side vendors even if  juices are unhygienic.The major growth drivers in fruit juice market are, increase in healthconsciousness among consumers, increase in disposable incomes, and moresophisticated cocktail culture.
Major player and their brands:
Pepsi with its brand Tropicana.
Dabur foods with its brand Real.
Coca Cola India with its brand Maza.
Parle's Frooti No 1 fruit drink :
Frooti from Parle Agro is the largest distributed fruit drink with 85 %market share in India. It reaches more than 10 lakh retail outlets in up toclass C towns through more than 1,500 distributors and wholesalers directlyand indirectly. India's first real fruit drink in Tetrapak is available in threedelicious varieties - mango, orange and pineapple - Frooti Mango from premium Indian mangoes, Frooti Orange from chilled imported orangeconcentrate from Brazil and Frooti Pineapple made from ripe juicy pineapple. The company's another revenue earning brand includes Bisleri
water. The Bisleri brand of mineral water is being made available across thecountry. It has a market share of 40 %.
Dabur's Real fruit juice in 9 flavours :
Dabur's flagship brand Real fruit juice is a market leader in the packagedfruit juice category. Real was launched in 1996 and the brand has carved outa niche for itself 
 by claiming to be the only fruit juice in packaged form thatis 100 % preservative free. Real with a market share of 55 % offers to itsconsumers the largest range of 9 juices that comprise orange, mango, pineapple, mixed fruit, grape, guava, tomato, litchi and cranberry. RealJunior, available in 125 ml packs, targets children below six years. It hastwo favourite flavours of mango and apple enriched with calcium. RealActiv, a 100 % fruit juice with no added sugar, gives the goodness of fruitswithout adding extra calories. Today, it is the preferred juice drink for thehealth and fitness conscious young adults. Real Activ is available in orange,apple, and orange-carrot variants. Real Activ orange carrot juice, India's first packaged fruit + vegetable juice, is a combination of juicy oranges andsweet carrots. Coolers, a fruit-based beverage, offers traditional 'cooling'recipes in a ready-to-drink format. It is available in three variants - Aam panna, pomegranate (anar) and watermelon Real juices are offered inhygienic double seal spill proof caps in Tetrapak packaging. Once packed,the 6-layer Tetrapak carton helps retain the freshness of the juice for alonger period of time, thus maintaining the taste and nutrition of the juice.The fruits that go into the juices are sourced from the best sources across theworld, the company claims. Dabur Food produces around 50 million litresof juice annually through its state-of-the-art facility at Birganj, Nepal. In

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