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MARKETING MANAGEMENT PROJECT

On

TOPIC: “FRUIT JUICE”

SUBMITTED TO: - PROF.NITYANAND JHA

SUBMITTED BY:

NAME: AKSHI JAIN ENROLL NO. :

20200401002

BATCH: 2020-25 SECTION: A

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DECLARATION

“The text reported in the project is the outcome of my own efforts

and no part of this project assignment has been copied in any
unauthorized manner and no part of it has been incorporated
without due acknowledgement”

NAME: AKSHI JAIN

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SIGN: _________________

TABLE OF CONTENTS

Contents

BASIC CONCEPTS OF MARKETING ..........................................................................................................4

INTRODUCTION .................................................................................................................................... 4

COMPETITORS....................................................................................................................................... 4

WHY FRUIT JUICE?..................................................................................................................................

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INDIAN JUICE MARKET ........................................................................................................................ 6

MY PRODUCT....................................................................................................................................... 7

MARKETING STRATEGY........................................................................................................................ 8

LOGO..................................................................................................................................................... 9

LABELLING............................................................................................................................................ 9

UNIQUE SELLING PROPOSITION........................................................................................................... 9

PERMISSION AND LICENCES................................................................................................................. 10

BRANDING........................................................................................................................................... 11

GRANDING .......................................................................................................................................... 11

PACKAGING ........................................................................................................................................ 11

CHANNEL OF DISTRIBUTION ............................................................................................................. 11

TRANSPORTATION ............................................................................................................................ 12

WAREHOUSING ................................................................................................................................. 12

SELLING PRICE ................................................................................................................................... 12

SOCIAL MESSAGE............................................................................................................................... 12

CONCLUSION ..................................................................................................................................... 13

BIBLIOGRAPHY ................................................................................................................................... 14
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BASIC CONCEPTS OF MARKETING

Marketing Concept: The marketing product works on the philosophy that the consumers buy
products that fulfil their needs. A manager that takes the marketing approach will conduct
extensive market research to determine the needs of the consumers and how to fulfil them
better than its competitors.

4 P’s

The marketing concept includes 4 P’s. They are:

1. Product: The product is either a tangible good or intangible service that seems to meet
a specific customer, need or demand. All the products follow a logical product life-
cycle and it is crucial for the marketers to understand and plan for the various stages
and their unique challenges.
2. Price: It means the actual amount that the end users are expected to pay for a product.
Price of a product directly impacts the sell of the product. This is linked to what the
perceived value of the product is to the customer rather than an objective costing of a
product.
3. Promotion: the marketing communication strategies and techniques comes under the
promotion of a product. It includes advertising, special offers, public relations etc.
4. Place: Place or placement has to do with how the product will be provided to the
customer. Distribution is a key element of placement. The placement strategy will
help access as to which channel is the most suited for the product.

INTRODUCTION
Juice is a beverage made from the extraction or pressing of the natural liquid contained in
fruits and vegetables. It can also refer to a liquid that is flavoured with concentrate or another
biological food source, such as meat or seafood, such as clam juice. Juice is commonly
consumed as a beverage or under as an ingredient or flouring in foods or other beverages, as
for smoothies. Juice emerged as a popular beverage choice after the development of
pasteurization methods enable its preservations without using fermentation (which is used in
wine production).

COMPETITORS
Before entering into any market, it is important to know your competitors and their USPs.
Following are the some of the competitors in fruit juice market.
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REAL

It is a flagship product of Dabur foods

launched in 1996. It is India’s no. 1 fruit
juice brand, voted as a super brand. The
consumers voted it as the most trusted
fruit juice brand for 4 years. It was
awarded as “Reader’s digest trusted brand
gold award 2009” in the ‘food and
beverage category’. Mr. Amit (CEO,
Real) chose the name Real because he
wanted his customers to know that their juice is natural.
USP: Fruit flavoured, Health drink
TAGLINE: My real fruit power
PRICE: 95

FROOTI

It is the largest selling mango flavoured drink in India. It is the flagship

product of Parle Agro Pub Ltd. It was launched in 1985 in tetra pack
packages. It is currently endorsed by Varun Dhawan. It is even exported to
certain developed nations also such as USA, UK, Australia, Thailand etc.
USP: The real taste of mangoes
TAGLINE: Mango fruity, fresh and juicy
PRICE: 75

TROPICANA

It was originated in USA in 1947 by Anthony T Rossi in Bradenton, Florida. It

was the fruit company to sell bottled orange juice. Later, in 1998, Tropicana was
acquired by PepsiCo to make it a leading producer of a branded fruit juice
market.
USP: High-quality juice beverage and nectar
TAGLINE: Let’s make breakfast 100%
PRICE: 105
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MAAZA

It was introduced in 1970’s, and today it symbolises the very split of

mangoes. It is universally loved for its taste, colour, thickness and
wholesome properties. It is a Coco-Cola fruit juice brand. It also has orange
and pineapple variant.
USP: Mango flavoured thick drink
TAGLINE: Maaza lao, aam ki pyaas bujhao
PRICE: 62

Why Fruit Juice?

The consumer preference in India is shifting
towards healthy, natural food products, and the
demand for non-carbonated drinks is
accelerating. The people are turning more
health-conscious; thus, the fruit juice market
segment has become one of the fastest and
rapidly growing businesses of the time.
In the face of an increasing competition,
companies are redesigning the packages that they offer their product in. at the same time,
safety, long shelf-life, convenience and economic viability are also an important
consideration.

Indian Juice Market

Indian juice market has recorded a high growth in the last few years due to its easy
availability, anytime and anywhere consumption and convenience. Indian juice market was of
about 1100 Crore in 2011 and has reached to about 12000 Crore by 2020.
The per capita consumption of fruit juice-based beverages as of 2011 is as follows:
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It is evident that per capita consumption was less by then in 2011. Even though now it’s
improved a bit but not comparable to other developing nations. Still India is in infancy stage
in this sector. With the raise in awareness of benefits of fruit juice and increase in disposable
income there exists huge untapped potential in this segment. Some of the reasons behind the
rise of the packaged fruit juice market are:
 Shift in consumer preference towards noncarbonated fruit beverages
 High concerns over obesity and health issues
 Changing in lifestyle
 Affordability and Availability of Indian customer.
Within beverages market, the fruit juice category is fastest growing categories. This has
grown at a CAGR(Compound Annual Growth Rate) of over 30 percent over the past decade.

My Product
The name of my product is “Delish”. Delish
means “appetizing and delicious”. I chose
this name because it reflects, what my
product is – Delicious.
The name gives a direct hint to the customers
about the taste of fruit juice. Also, the
customers in India gives a priority to taste
above all. Apart from this, it is available in
various flavours and this adds to its
deliciousness.
Variety of Products
 Mix Fruit Delish
 Crispy Apple Delish
 Sweet Mango Delish
 Tangy Orange Delish
 Nourishing Grape Delish
Other Products
Other products that we offer other than juices are:
 Fruit syrups
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 Fruit pulps

Marketing Strategy
Micro Marketing
It is a strategy that targets or focusses even more narrowly than niche marketing. It can be
very powerful by giving consumers exactly what they want and when they want it. There are
two types of marketing in this strategy: local marketing and individual marketing.
The marketing I am going for is local marketing. Local marketing is a targeting strategy
focussed expressly on a small, clearly defined neighbourhood or geographical area. My
geographical area is limited to Jodhpur, Rajasthan only.

Special Offers to Customers

In order to attract customers, I have come up with a special offer to my customers. I am
providing fruit juices in glass bottles in order to avoid plastic and protect environment. I will
give a discount of 5% to the customers who will return the glass bottles back on their next
purchase and the returned bottles will be recycled for the packaging so that I can used them
again. I hope that this offer will attract more customers and will help me to establish a good
business.
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Logo
A logo is a combination of text and visual
imaginary that serves two purposes.
1. It tells the name of the product or
company to the customers.
2. It creates a visual symbol that represents
your business.

Some logos have powerful symbolic association

connected to people’s memory.
A logo is important because:
 Reveals your business’ identity.
 Distinguishes you from the competitors
 Facilitates brand loyalty
 Invites new customers to get to know you

Labelling
It displays information about a product on its container,
packaging or the product itself is known as labelling. For several
types of consumers and industrial products, the type and content
of information that must be imparted by a label. Labelling is
governed by the relevant safety and shipping laws.

Six Qualities of a Label Design

 Right material
 Colour that pops up or attract customers
 Great graphics
 Super-shape
 Fabulous finishing
 Readable, eye-catching fonts

Unique Selling Proposition (USP)

With so many businesses offering the same type of product and services; you can only win
over competitors if your offer is available for the particular time or not, or if your product or
service offers something that your competitors doesn’t. This is what we call a unique selling
proposition or USP.
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Essentially, a USP is a summary of features that makes your business unique and valuable to
your target market. It tells your target customers that your company offers more value
compared to other brands in the market.

OUR USP: “Just natural fruit taste, No added flavours, No added colour”

Features:
1. It is manufactured with original fruits that are grown in company-owned farms.
2. It is a great source of vitamin C.
3. It serves as a source of folic acid which helps in reducing tiredness and fatigue.
4. It contains fruit juice, no added flab flavours.
5. It is rich in antioxidants.
6. Available in various flavours.
7. Affordable and reasonable pricing.
8. Nutritious and a better substitute for energy drinks.
9. Tastes as natural as organic fruits.
10. No plastic used in packaging, which is our small step towards the protection of
environment.

PERMISSIONS AND LICENCES:

1. Food process order (FPO):

FPO mark is a certification mark mandatory on all processed fruit product sold in India
such as packaged fruit beverages, fruit juice, crushes and squashes, pickles, dehydrated
fruit product etc.

2. Trademark:
Its clearance is required for not copying other brands
products.

3. Permanent account no. (PAN):

The firm must have a PAN. For the purpose, an
application needs to be filled with the income tax department.
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BRANDING:
The process involved in creating a unique name and image for a product in the consumer’s
mind, mainly through advertising campaigns with a consistent theme. It aims to establish a
significant and differentiated presence in the market that attracts and retains loyal customers.
 Branding promotes recognition.
 A brand sets us apart from the competitors.
 Branding sets an expectation.
 A strong brand adds value.

GRANDING
It is a process of sorting individual unit of a product into well-defined classes or grades of
quality. The goods are graded or sorted out into different lots in accordance with the specified
standards. The established standards lay down the grade of the product. In case of
manufactured goods, goods can be uniform quality but agricultural products like fruits and
vegetables, etc, vary in quality; therefore, classes or grades of quality are set and different
unit of the products are sorted into the established standard grades. Standardization means
that good is of specified and uniform quality.

PACKAGING:
It refers to the process of designing packages such as
containers, wrappers, etc. There are levels of packaging.
1. Primary packaging: it refers to the products
immediate package. In certain cases, such
packets are retained until the consumers are
ready to use the product.

2. Secondary packaging: it is the additional

packaging given to a product to protect it.

3. Transportation packaging: it refers to packages

essential for storing, identifying or transporting.

CHANNEL OF DISTRIBUTION:
The distribution channel is a chain of businesses or intermediaries through which a good or
service passes until it reaches the end consumer. It can include wholesalers, retailers,
distributors and even the internet itself. Channels are broken into direct and individual forms,
with a “direct” channel allowing the consumers to buy the products from the manufacturer,
and an “indirect” channel allowing the consumers to buy the goods from a wholesaler or
retailer.
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TRANSPORTATION:
Transportation means the physical movement of goods from one place of production to the
place where they are required. An insulated truck will be used as a means of transportation.
Insulation truck is required because juice requires a cool place otherwise it can be spoiled.

WAREHOUSING:
As fruit juice has a shorted shelf life it needs to be preserved in refrigerated warehouses. It
should be protected from sunlight and heat. Warehousing will play a very important role in
preserving juices.

SELLING PRICE:
To Wholesaler:
1-liter pack Rs 80
200mL pack Rs 18

To Retailer:
1-liter pack Rs 85
200mL pack Rs 18

To Customers:
1-liter pack Rs 95
200mL pack Rs 20

PROMOTION:
It refers to the entire set of activities, which communicate the product, brand or service to the
users. The idea is to make people aware, attract and induce to buy the product, in preference
over others.
Techniques:
 Branding at the prime location in the form of hoarding.
 Events at schools and colleges will be organized to spread awareness about the
product.
 Sponsoring a charity event.
 Endorsing a celebrity.

SOCIAL MESSAGE:
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1. We’ll use organic food to manufacture our product for the benefit of society.
2. An adequate percentage of our profit will be devoted to physically disabled people.
3. Every year some of the juice packages will be distributed in orphanages for free.
4. The packaging will be made of recycled cardboard.

CONCLUSION:
From this marketing research, I have understood the importance of the marketing mix. I have
learned to take the decisions regarding the 4P’s of marketing the following things too:
 Gathering information and analysing the market.
 How to design a product.
 Branding, labelling, and packaging of a product.
 Pricing of product.
 Marketing and promotion of a product etc.
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BIBLIOGRAPHY

 https://www.slideshare.net/Aashpreet14/business-studies-class-12th-marketing-
management-project-fruit-juice
 https://hscprojects.com/marketing-management-project-fruit-juice/