Principles of Marketing Group 3 BM-D

Flavour Net Volume Fruit content Price per Type of Product Life
pack packaging

Mango 180ml 20% Rs.10 PET and TP 180 days

Litchi 180ml 30% Rs.10 PET and TP 180 days

Orange 180ml 39% Rs.10 PET and TP 180 days

Apple 180ml 41% Rs.10 PET and TP 180 days

An Overview of the Indian Juice market:

The Indian juice market had been valued at Rs.11480 Crores as of March 2020, which is almost
a tenth of the US juice market. A decade ago, there used to be only one significant player in the
market, which used to be Frooti, essentially because due to the lack of awareness regarding health
concerns, carbonated beverages were more preferred. The Indian consumer is becoming aware
by the day and has begun investing in better choices for consumption. The market today has
multiple entities competing for dominance, namely: Frooti, Tropicana, Real, Minute Maid, Paper
Boat and Maaza. Expected to grow at a rate of over 10% in 2021, here’s a statistic of the current
growth of the juice industry in India, flavour-wise. Also, the latest statistic available of the niche
juices market share is as stated below, tallied in 2017.
Principles of Marketing Group 3 BM-D

Unique offerings by Tru:

According to Amul, the response towards Tru has been phenomenal, and they are preparing to
scale up the production volume and go for a stronger marketing strategy. What is unique about
Tru is that it is the only fruit juice drink that involves the use of milk solids(or whey) that makes
it rich in protein, and that the prices at which it is offered in the market are much lower as
compared to its competition.

Brand Serving Quantity Price Comparison

(Small variants) (Price per quantity)

Tru 180ml Rs. 10 Baseline

Frooti 160ml Rs.10 Worse

Tropicana 200ml Rs.20 Worse

Real 200ml Rs.20 Worse

Minute Maid 250ml Rs. 20 Worse

Paper Boat 200ml Rs. 30-50 Worse

Maaza 150ml/250ml Rs.10/Rs.20 Worse

4.3.1 Frooti:

The largest-selling mango drink in India, it has been standing its ground as the flagship product
of Parle Agro and is the leading mango-based beverage in the country. It was also the first
beverage that was mass-produced and sold as tetra-packs in India.