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Quantitative Research - Retailer

Retailer Questionnaire
Questionnaire to be filled by the Interviewer
Observations
Q1. Observe and note down which brands are available in the retail outlet. Note down the
flavors and SKU sizes.

Brands No. of Flavors No. of SKUs


Nestle Fruita Vitals ______________ Family Pack Personal Pack
Tops ______________ Family Pack Personal Pack
Haleeb ______________ Family Pack Personal Pack
Olfrute ______________ Family Pack Personal Pack
Shezan Bottles ______________ Family Pack Personal Pack
Shezan All Pure ______________ Family Pack Personal Pack
Country ______________ Family Pack Personal Pack
Fresher Juice ______________ Family Pack Personal Pack
Minute Maid ______________ Family Pack Personal Pack
Other: ______________ ______________ Family Pack Personal Pack
Other: ______________ ______________ Family Pack Personal Pack

Q2. Any POS Material:


Posters [1]

Hanging Cards [2]

Standees [3]

Branded Racks [4]

Branded Fridges [5]


Others (Please Specify): _________________________________________

Q3. Brand Display Name and Location of the Product (ONLY FOR OLFRUTE)
Along with other juices
Behind the Counter
Front of the Shop
Out of Sight
Displayed on Eye Level? [TICK FOR YES]
QUESTIONS TO THE RETAILER

Q4. What juice brands do you usually keep in our retail outlet?
Nestle Fruita Vitals [1]
Tops [2]
Haleeb [3]
Olfrute [4]
Shezan Bottles [5]
Shezan All Pure [6]
Country [7]
Fresher Juice [8]
Minute Maid [9]
Other: ______________
Other: ______________

Q5. Why do you not carry the rest of the brands? (Check from the list the brands which are
absent )
Nestle Fruita Vitals [1]
Tops [2]
Haleeb [3]
Olfrute [4]
Shezan Bottles [5]
Shezan All Pure [6]
Country [7]
Fresher Juice [8]
Minute Maid [9]
Other: ______________
Other: ______________

Q6. Which brands sell the most?


Family Pack (1 Ltr.) Personal Pack
Nestle Fruita Vitals [1]
Tops [2]
Haleeb [3]
Olfrute [4]
Shezan Bottles [5]
Shezan All Pure [6]
Country [7]
Fresher Juice [8]
Minute Maid [9]
Other: ______________
Other: ______________

Q7. Incentives given to the retailer-?


Country Fresher Minute
Types of Incentives Nestle Olfrute Shezan Haleeb
Juices Juice Maid
Commission %: ______ ______ ______ ______ ______ ______ ______
Schemes: ______ ______ ______ ______ ______ ______ ______
Credit Lines: ______ ______ ______ ______ ______ ______ ______
Money for POS ______ ______ ______ ______ ______ ______ ______
Others: ______ ______ ______ ______ ______ ______ ______

Q8. Any recent POS activities conducted?


Nestle
Olfrute
Shezan
Haleeb
Country
Juices
Fresher juice
Minute Maid

Q9. Do company representatives come for placement checks? How often? [Tick for
Yes]
Nestle
Olfrute
Shezan
Haleeb
Country Juices
Fresher juice
Minute Maid

Q10. What is the peak period for sale of juices? Specify months.

Q11. Which company has the best ties with you? Why?

Q12. What problems do you face which you would like the companies to resolve for
you? Specific to juices.

----------------------------------Thank You----------------------------------

Retail Questionnaire Findings


In all the stores we visited we can conclusively deduce the following information, nestle was
present in all the stores with multiple flavours and skus which included a family pack and a
personal pack. An important point to note here is that nestle has a distinct advantage over all
other competing brands with their extensive distribution system hence our findings suggest that
nestle has a 100% brand availability in all the stores we visited. On average each store possessed
6-7 distinct flavours (variants) of nestle and this was the maximum number of variants offered by
any brand available in the juice category. As per this analysis Neslte can safely be assumed to
be the market leader in the category with respect to its outreach and availability. But nestle is
closely followed by brands like country, shezan and fresher who are also readily available In the
market,

Olfrute presence on the other hand was rather scarce in the market and this shortage was
attributed to low demand by the consumers as per the retailers. We dont keep what doesnt sell
were some common remarks by the retailers. They did not receive a positive response from the
consumers and hence did not risk keeping the almost certain dead stock of a brand like Olfrute.
This low demand can be linked to the consumer survey analysis which shows us that there is
weak exposure and preference for the brand on behalf of the consumers. We know that Engro
Foods is relatively new and that has to create a strong brand base for most of its products. In
order to capture the intended target market they need to build consumer confidence and trust so
that Olfrute can penetrate the juice market.

This highlights the point which we alluded to earlier where Olfrute did not have a credible share
of mind or share of heart. The consensus amongst the retailers was unanimous where majority
of the retailers stated that they had nestle present in their stores as opposed to brands like tops,
haleeb, and alfrute which had negligible sales which is why the retailers refrained from setting up
their stalls, coupled with the fact that certain distributors especially for olfrute did not cater to
kiryana stores or sec B stores and these blemishes can be attributed to their defective distribution
system where they did not feel the need to opt for a mass distribution system. Ironically nestle the
market leader has adopted the exact same strategy which led to their meteoric rise and are now
considered a household name in the juice industry. An important point to note here is that even
though demand for juices is primarily seasonal nonetheless nestles sales are stable all year
round (especially in the off season). Unfortunately the same cannot be said about the competing
juices whose demand is sporadic all year round. With the following premise in mind the retailers
divulged pertinent information when they revealed that in the off season (current winter season in
which the research is being conducted) all the juice manufacturers opt against point of sale
activities, rather companies such as nestle stress on brand recall where the frequency of their
ads is not of utmost importance and is considered secondary where the focus is on making sure
that the consumers have a high recall rate leading to higher sales. This can be linked to the
consumer survey analysis of brand recall. When asked about the brands they could recall, the
consumers showed a weak response towards Olfrute who apparently could not market
themselves effectively.

The above discussion was from a consumer perspective and how they add to the trends in the
market. What distinguishes nestle from other brands in the supply side perspective is a strong
supply chain management policy which is evidently unmatched by their competitors at all levels.
Not only does Nestle have a strong distribution channel which enables the brand to penetrate the
market at various levels, they have an intimate relation with their retailers. The high market
demand gives Nestle a strong bargaining power over its forward linkages and this is reflected by
the weak profit margins which they allow to their retailers. But Nestle has not tried to monopolize
their position over their supply chain members. They try to compensate the weak profits by giving
various other incentives such as credit lines and bonus schemes. Unlike its competitors, Nestle
takes care of its chain members. This is point of paramount importance for the retailer is that
they are provided with state of the art refrigerators with ample storage space which allows the
retailers to stock and indirectly market their jucies in a positive manner which is a win win situation
for both the retailers and consumers alike.
The purpose of discussing the market leader Nestle was to give a fair view of the successful
customer (retailers and supply chain managers included) centric approach adopted by the
company which has helped them in capturing, sustaining and growing their target market. The
lessons that Olfrute needs to take out of this include building the consumer trust (most
importantly!), work on its distribution and availability, and to gain the retailer confidence if it wants
to successfully enter and compete in the Juice category.

Quantitative Research - Consumer


Consumer Questionnaire
Questionnaire to be filled by the Interviewer
Screener Section

S1. When was the last you drank juice?


Today Continue Interview
Within this month Continue Interview
More than a month ago Terminate Interview

Main Questionnaire
Q1.What kind of drinks do you consume the most:
Consume the Most Preference
Carbonated drinks (fizzy drinks) [1] [1]
Energy drinks [2] [2]
Pure Juices [3] [3]
Saturated Juices [4] [4]
Fresh Juices [5] [5]

Q2.What is the FIRST brand that comes to your mind when you think about Juice: (select
one)
Nestle Fruita Vitals [1]
Tops [2]
Haleeb [3]
Olfrute [4]
Shezan Bottles [5]
Shezan All Pure [6]
Country [7]
Fresher Juice [8]
Minute Maid [9]
Other: ______________
Other: ______________
Q3.Which advertisements come to your mind FIRST when you think about juices: (Select
one)
Nestle Fruita Vitals [1] Country [7]
Tops [2] Fresher Juice [8]
Haleeb [3] Minute Maid [9]
Olfrute [4] Other: ______________
Shezan Bottles [5] Other: ______________
Shezan All Pure [6]

Q4.Which brand of juice do PREFER the most: (select one)


Nestle Fruita Vitals [1]
Tops [2]
Haleeb [3]
Olfrute [4]
Shezan Bottles [5]
Shezan All Pure [6]
Country [7]
Fresher Juice [8]
Minute Maid [9]
Other: ______________
Other: ______________

Q5.Which brand of juice do you mostly CONSUME: (select one)


Nestle Fruita Vitals [1]
Tops [2]
Haleeb [3]
Olfrute [4]
Shezan Bottles [5]
Shezan All Pure [6]
Country [7]
Fresher Juice [8]
Minute Maid [9]
Other: ______________
Other: ______________

Q6. How many packs/ glasses of juice(s) do you consume:


1 per day [1]
1 per week [2]
1 to 5 per day [3]
5 to 10 per week [4]
Q7. During what part of your day do you mostly drink juices?
On the go (randomly) [1]
Breakfast [2]
After sports [3]
Others (Please Specify): ____________________________________________________

Q8.Reasons for drinking juices? (prompted response)


Energy booster [1]
Adding nutrition/vitamins to your diet [2]
Substitute for a meal [3]
Part of a quick snack [4]
Refreshing [5]
Others (Please Specify):______________________________________________________

Q9. How planned is the grocery shopping for your household?


Ad hoc basis [1]
Weekly [2]
Bi-Monthly [3]
Monthly [4]
Others (Please Specify):____________________________________________________

Q10. Is the purchase of packaged juices included in your grocery shopping?


Yes [1] No [2]

Q11.Who is the chief decision maker for purchase of juices?


Myself [1]
Mother [2]
Wife [3]
Kids [4]
Others (Please Specify):____________________________________________________

Q12. Which factor is the most influential when deciding to purchase a juice?(Select one)
Price [1]
Nutritional value [2]
Availability [3]
Visibility [4]
Freshness [5]
Flavor/Taste [6]
Brand image/Reputation of the brand [7]
Other (Please
specify):_______________________________________________________
Q13.Please pick the words from the list below which most appropriately describes the
following brands in YOUR opinion:
Olfrute Shezan Fresher Minute Haleeb Country
Nestle
Maid
A Fresh [1] [2] [3] [4] [5] [6] [7]
B Healthy [1] [2] [3] [4] [5] [6] [7]
C Young [1] [2] [3] [4] [5] [6] [7]
D Active [1] [2] [3] [4] [5] [6] [7]
E Unique [1] [2] [3] [4] [5] [6] [7]
F Outdoorsy [1] [2] [3] [4] [5] [6] [7]
G Family [1] [2] [3] [4] [5] [6] [7]
H Masculine [1] [2] [3] [4] [5] [6] [7]
I Feminine [1] [2] [3] [4] [5] [6] [7]
J Friends [1] [2] [3] [4] [5] [6] [7]
K National [1] [2] [3] [4] [5] [6] [7]
L International [1] [2] [3] [4] [5] [6] [7]

Q14.Have you ever consumed OLFRUTE?


Yes [1] No [2]

Q15.Do you remember any advertisement of Olfrute?


TVC [1]
Print Ad [2]
Radio Ad [3]
Text message [4]
Facebook [5]
Billboard [6]
Other (Please Specify):________________________________________________________

Q16.What is your most preferred medium of advertisement?


TVC [1]
Print Ad [2]
Radio Ad [3]
Text message [4]
Facebook [5]
Billboard [6]
Other (Please Specify):________________________________________________________

Lifestyle

Q17.To what extent are you involved in the following activities?


Not at all Least Somewhat Highly
Involved
Involved Involved Involved Involved
Sports [1] [2] [3] [4] [5]
Watching
[1] [2] [3] [4] [5]
TV/Movies
Exercising [1] [2] [3] [4] [5]
Out going [1] [2] [3] [4] [5]
Socializing Online [1] [2] [3] [4] [5]
Reading Books [1] [2] [3] [4] [5]
Travelling [1] [2] [3] [4] [5]
Online Gaming [1] [2] [3] [4] [5]
Spontaneous Plans [1] [2] [3] [4] [5]

Demographics

Q18. Age:
15 to 20 years [1]
21 to 25 years [2]
26 to 30 years [3]
31 to 35 years [4]
36 to 50 years [5]
51 years and above [6]

Q19.Gender:
Male [1]
Female [2]

Q20. Monthly Income Rs:


Less than 40,000 [1]
41,000 to 60,000 [2]
61,000 to 80,000 [3]
81,000 and above [4]
Quantitative Research Findings

50.0%
Market Share of Growth -
44.0%
45.0% Beverage Category Wise
100%
40.0% 12.5%
90%
34.0% 26.9%
35.0%
80%
30.0%
70%
41.7%
25.0%
60% 26.9%
20.0%
20.0%
50%
0.0%
15.0% 4.2%
40%
10.0% 30%
5.0% 46.2%
2.0% 20% 41.7%

0.0% 10%

0%
Male Female
Fresh Juices 26.9% 12.5%
Packaged Juices 26.9% 41.7%
Carbonated drinks Energy drinks Energy drinks 0.0% 4.2%
Carbonated
Packaged Juices Fresh Juices 46.2% 41.7%
drinks

We can deduce from the following information that carbonated drinks are the most frequently consumed
drinks closely followed by packaged juices where as the fresh and energy juices donot have a high share
of throat. Of the total market carbonated consumption is Almost the same for both males and females
but the same cannot be said for fresh juices where the consumption patterns for male is more than double
as compare to their female counterparts.
Preferred Beverage Preferred Beverage Category
Category 100%
40.0% 90%
25.0%
35.0% 80%
46.2%
70%
30.0%
60%
25.0% Carbonated 50% 50.0%
drinks 15.4%
20.0% 40% 0.0%
Energy drinks
30%
15.0%
4.2%
Packaged 20% 38.5%
10.0% Juices 10% 20.8%
5.0% Fresh Juices
0%
Male Female
0.0% Fresh Juices 46.2% 25.0%
Packaged Juices 15.4% 50.0%
Energy drinks 0.0% 4.2%
Carbonated
38.5% 20.8%
drinks

Of all the aforementioned beverages above the most preferred beverage type is the fresh juice category
followed by packaged juices along with carbonated drinks, lastly the energy category has a miserly 2-5 %
preference rate. An overwhelming majority of the males consume fresh juices whereas the majority of
the females prefer packaged juices probably because of convenience.

Share of Mind Share of Mind


90.0% 100%
78.0% 90%
80.0%
80%
70.0% 70%
60.0% 60%
50%
50.0% 40%
40.0% 30%
20%
30.0% 10%
20.0% 0%
8.0% 8.0% Male Female
10.0% 6%
Others 8% 4%
0.0% Minute Maid 15.4% 0.0%
Nestle Minut
Count Other
Fruita e Country 7.7% 8.3%
ry s
Vitals Maid Nestle Fruita
69.2% 87.5%
Total 78.0% 8.0% 8.0% 6% Vitals
Nestle comprehensively beats it competitors when it comes to share of mind with colossal margins
reaching 78 % as opposed to country and minute maid with a miniscule 8% each. More females prefer
nestle as opposed to males.

Ad Recall Ad Recall
100%
70.0% 90% 11.5% 13.0%
59.2% 80% 8% 4%
60.0% 70% 15.4% 30.4%
50.0% 60%
50%
40.0% 40%
30% 65.4%
20% 52.2%
30.0% 22.4%
10%
20.0% 12.2% 0%
6% Male Female
10.0%
Minute Maid 11.5% 13.0%
0.0%
Nestle Minut Others 8% 4%
Olfrut Other
Fruita e Olfrute 15.4% 30.4%
e s
Vitals Maid
Nestle Fruita
Total 59.2% 22.4% 6% 12.2% 65.4% 52.2%
Vitals

Nestle has the highest brand recall of all the juices in the market this can be attributed to their extensive
ad campaign which is on air year in year out followed by OLFRUIT and minute maid. More males tend to
recall nestle ads as compared to female. More female remember olfrute ads reason being the ads were
aired mostly during soap operas which has a female fan following

Share of Heart Share of Heart


80.0% 74.0% 100%
70.0% 90%
80%
60.0%
70%
50.0% 60%
40.0% 50%
40%
30.0% 30%
20.0% 16.0% 20%
10%
10.0% 4.0% 2.0% 4.0% 0%
Male Female
0.0%
Nestl Minute Maid 26.9% 4.2%
e Shez
Minu Country 3.8% 4.2%
Fruit Olfru an Coun
te Shezan Bottles 3.8% 0.0%
a te Bottl try
Maid
Vital es Olfrute 3.8% 4.2%
s Nestle Fruita
61.5% 87.5%
Total 74.0% 4.0% 2.0% 4.0% 16.0% Vitals
This graph shows us that of all the juices in the market nestle has the most loyal customers. More females
tend to consume nestle.

Consumption Consumption timing


Timing 100%

80.0% 90%
80%
70.0%
70%
60.0%
60%
50.0%
50%
40.0% On the go
(randomly) 40%
30.0%
Breakfast 30%
20.0%
20%
10.0% After sports 10%
0.0% 0%
Male Female
After sports 7.7% 4.2%
Breakfast 3.8% 33.3%
On the go
88.5% 62.5%
(randomly)

Majority of the people drink juice on the move while a distinct minority people consume juice while having
breakfast. Males tend to prefer to the beverages after playing sports where as females prefer to drink
juice after having breakfast and this is primarily due to health and fitness reasons.
Usage Timing Usage Reasons
45.0% 100%
90%
40.0%
80%
35.0% 70%
Energy booster 60%
30.0%
50%
25.0% 40%
Adding
nutrition/vitamins 30%
20.0%
to your diet 20%
15.0% Substitute for a 10%
meal 0%
10.0% Male Female
Part of a quick Refreshing 34.6% 50.0%
5.0%
snack Part of a
19.2% 20.8%
0.0% quick snack
Refreshing Substitute
7.7% 4.2%
for a meal
Adding
nutrition/vi
34.6% 25.0%
tamins to
your diet
Energy
3.8% 0.0%
booster

Most people drink juices to provide them with added nutritions to their diet but the vast majority drink
juice because of its freshness. And if we segregate it by gender we can safely assume that more females
find the juices refreshing where as more males believe that the juice provides them with added nutrirnts.
Grocery Shopping Behavior Grocery Shopping Behavior
100% 40.0%
36.0%
35.0%
80%
30.0% 28.0%

60% 25.0%

20.0%
20.0%
40% 16.0%
15.0%

20% 10.0%

5.0%
0%
Male Female
Monthly 38.5% 33.3% 0.0%
Bi-
Bi-Monthly 7.7% 25.0% Ad hoc Monthl
Weekly Monthl
basis y
Weekly 30.8% 25.0% y
Ad hoc basis 23.1% 16.7% Total 20.0% 28.0% 16.0% 36.0%

A significant majority of the people buy their groceries on a monthly basis and if we delve deeper into
the numbers more males buy juices as compared to females which grocery shopping.

Is The Purchase of Packaged Juices A Is The Purchase of Packaged Juices A


Part Of Grocery List? Part Of Grocery List?
100% 70.0% 64.0%
26.9% 60.0%
80% 45.8%
60% 50.0%
40.0% 36.0%
40% 73.1% YES
54.2% 30.0%
20% NO
20.0%
0%
Male Female 10.0%
NO 26.9% 45.8% 0.0%
YES 73.1% 54.2% YES NO
The results show us that the purchase of juice is pre planned and that buying juices are part of their
grocery shopping. Surprisingly more males opt for buying juices in their routine grocery shopping as
compared to females.

Chief Decision Makers Chief Decision Maker


100% 8.3%
70.0%
12.0%

59.2%
60.0%
29.2%
75%
32.0%
50.0%

50% 40.0%

30.6%
30.0%
62.5%
56.0%
25%
20.0%

10.0%
0% 6.1%
Male Female 4.1%
Kids 0.0% 8.3%
Wife 12.0% 0.0% 0.0%
Mysel Moth
Wife Kids
Mother 32.0% 29.2% f er
Myself 56.0% 62.5% Total 59.2% 30.6% 6.1% 4.1%

A vast majority of the people purchase their own juices for both males and females.
Purchase Factors
70.0% 58.0%
60.0%
50.0%
40.0%
30.0%
20.0% 12.0% 10.0%
2.0% 6.0% 6.0% 6.0%
10.0%
0.0%
Brand
image/Re
Nutrition Availabilit Flavor/Ta
Price Visibility Freshness putation
al value y ste
of the
brand
Total 2.0% 12.0% 6.0% 6.0% 6.0% 58.0% 10.0%

Flavor followed by nutritional value and brand image are the major purchase factors why people go for a
certain type of juice.

Trial Trial
100% 70.0%
80% 60.0%
58.3% 41.7%
60% 50.0%

40% 40.0%
YES
61.5% 38.5% 30.0%
20% NO
20.0%
0%
YES NO 10.0%
Female 58.3% 41.7% 0.0%
Male 61.5% 38.5% YES NO

A majority of people have tried Olfrute of which majority are males.


80.0%
Ad Recall
100%
70.0% 8.3%
90% 23.1% 4.2%
0.0%
8.3%
80%
60.0% 4.2%
3.8%
70% 3.8%
0.0%
7.7%
50.0% 60%
TVC
50%
Print Ad
40.0%
Radio Ad 40%
75.0%
Facebook
30% 61.5%
30.0% Billboard
None 20%

20.0% 10%

0%
Male Female
10.0% None 23.1% 8.3%
Billboard 3.8% 4.2%
Facebook 3.8% 0.0%
0.0% Radio Ad 0.0% 8.3%
Print Ad 7.7% 4.2%
TVC 61.5% 75.0%

Majority of people remember the TVC of Olfrute of which more males recalled it when questioned as
compared to females.
80.0%
Preferred Adv Medium
100% 70.0%
3.8%
12.5%
90% 15.4% 4.2% 60.0%
80% 0.0%
12.5%
70% 50.0%
60%
TVC
50% 40.0%
40% 80.8% Print Ad
70.8%
30% 30.0% Facebook
20% Billboard
10% 20.0%
0%
1 2 10.0%
Billboard 3.8% 12.5%
Facebook 0.0%
15.4% 4.2%
Print Ad 0.0% 12.5%
TVC 80.8% 70.8%

Majority of people prefer TVC as the preferred advertisement medium.

40.0%
Activities (Sports)
35.0%
100%
90%
80% 30.0%
70% Not at all
60% 25.0%
Involved
50%
40% 20.0% Least Involved
30%
20% 15.0% Somewhat
10%
Involved
0%
1 2 10.0%
Involved
Highly
15.4% 4.2% 5.0%
Involved
Highly Involved
Involved 26.9% 0.0%
0.0%
Somewhat
38.5% 37.5%
Involved
Least Involved 15.4% 20.8%
Not at all
3.8% 37.5%
Involved

There is no apparent link between sports and juice consumption. We cannot conclusively establish a
relationship between the sporting activities of males and females to the juice consumption
40.0%
Activites Watching
Movies 35.0%

100% 30.0%
90%
30.8% 33.3%
80% 25.0% Not at all
70% Involved
60% 20.0% Least
50% 38.5% 29.2% Involved
40% 15.0% Somewhat
30% Involved
20% 29.2% 10.0% Involved
23.1%
10%
7.7% 8.3%
0% 5.0% Highly
Male Female
Involved
Highly
30.8% 33.3% 0.0%
Involved
Involved 38.5% 29.2%
Somewhat
23.1% 29.2%
Involved
Least Involved 7.7% 8.3%

There is no apparent link between watching movies and juice consumption.


40.0%
Activity (exercise)
35.0%
100%
90%
80% 30.0%
70%
60% 25.0% Not at all
50% Involved
40% 20.0% Least
30%
20% Involved
15.0%
10% Somewhat
0% 10.0% Involved
Male Female
Highly Involved
19.2% 0.0% 5.0%
Involved
Involved 19.2% 12.5% 0.0% Highly
Involved

Involved
Not at all Involved

Somewhat Involved

Highly Involved
Least Involved
Somewhat
23.1% 45.8%
Involved
Least
30.8% 33.3%
Involved
Not at all
7.7% 8.3%
Involved

People who exercise are less inclined towards juice consumption.

50.0%
45.0%
40.0%
35.0%
15 to 20
30.0%
25.0% 21 to 25
20.0% 26 to 30
15.0%
31 to 35
10.0%
5.0% 36 to 50
0.0% 51 and above

Various age groups were questioned regarding juice consumption patterns as shown above.
Perceptual Map

Basis of Perceptual Mapping:

Fresh Healthy Young Family


Nestle 50% 46% 26% 32%
Olfrute 16% 18% 10% 4%
Shezan 8% 4% 4% 24%
Fresher 22% 10% 16% 4%
Country 12% 6% 10% 28%

The lines connecting each brand in respective quadrants represent the inclination of the brand. For
example, Shezan and Country juices are viewed as family brands, Fresher Juice is oriented towards
freshness and youngsters, whereas, Nestle has an overall lead in the market on all the aspects being
covered. Olfrute is considered mostly as a healthy juice, primarily due to the health focused launch
campaign.