Professional Documents
Culture Documents
Market Analysis
Indian non-alcoholic drinks market has seen robust growth over the past few
years.
• The segment level analysis shows that the highest growth will be seen by the
Fruit/Vegetable juice segment, which is expected to grow at a CAGR of around
30% in value terms during 2009-2012.
• It will be closely followed by the Energy drinks segment, with future CAGR
pegged at around 29% for the same period.
• Other segments such as Coffee and Bottled Water will also witness CAGR
growth of around 22% and 21% respectively.
• We have found that carbonated drinks segment accounted for major chunk of
the Indian non-alcoholic drinks market in 2008. However, this segment is
projected to lose its share to non-carbonated drinks such as Fruit/Vegetable
juice, Energy drinks and Bottled water.
• We project a CAGR growth of around 7% for the Indian carbonated drinks
market and the growth in this segment will stem from the non-cola segment
which comprises of carbonated drinks such as Limca, Fanta, Sprite, 7Up, etc.
Segmentation
Consumer Insight
• Workouts – 80%
Non-
Alcohol
ic
Market
Milk-
Fruit Branded
Aerated based
Concentr Juices Fresh
Drinks beverage
ates Juices
s
Competitive Analysis
Targeting:
The differentiating factor is: a low-cal fruit &
vegetable juice (since this market is expected to
grow at a rate of 30%p.a)
The upper-middle and upper-upper class who are
health conscious.
Whose income is between the range of Rs.25,000
and above.( Rs.250 a month on juice)
Positioning:
“A Low-Cal fresh juice product.”
Marketing Objective
Market Strategy
• Our product is in the introduction stage.
• Entering the Fruit Juice Market in phase I and the Vegetable Juice Market in
phase II.
• Activities in and around Malls, Hyper and Super markets, such as Food
Bazaar, Reliance Fresh, Spinach, Spencer, etc., kirana stores of select
localities.
Product
• Low Cal fruit juices
Price
• Comparative pricing method will be followed
• Market leaders like Tropicana and Real are priced at Rs. 70-80 for 1 ltr
packs and Rs. 15-25 for 250ml packs
• Our product will be priced at Rs. 75 for 1ltr pack and Rs. 18 for a 250ml
pack
Place
Channel of distribution followed:
Distributor
Wholesaler
Retailer
Consumer
Promotion
• Push strategy
• Our personnel will be stationed outside high traffic areas and kirana
stores giving out samples in the first month of the launch.
• This will be a platform for our touch points where we can en cash on
potential customers through word-of-mouth and point-of-purchase.
• Introductory offer for the first the month- a 250ml pack of any
flavour complimentary on purchase of the 1ltr pack.
• Sponsor health based events and tie ups with various gyms such as
the Gold Gym.