Fruitzone India

Limited: Designing
Research Questions
Group 2:
Kshitij Agarwal
Kiran Kunduram
Lokesh Tekade
Onkar Kulkarni
Keshav Pandey
Abdulla Mubarak
Kunal Kumar
Amaykumar Inkar
Chandan Gupta
 Company Background

Fruitzone was the leader in the Indian market in fruit juices which it marketed
under the brand name Tropiviva. In 2013, 6.6% fruit juice market share for
Tropiviva

After being acquired by Gypsy in 1998, Tropiviva added a variety of fruit juices
including apple, grapes, pineapple, mango and mixed fruit, among others.

Future included venturing into different juice segments like Sugarcane

Entrusted IMI to perform market research to gauge customer preferences

Market Research Objective And Decisions to Be Taken

Business Market Research Research

Problem Problem Questions
Target segment for the
sugarcane juice
Should FIL launch the Sugar Demand for the sugar cane
Cane Juice? juice in the market Packaging preference for
the product

Price expectation

If yes, what should be the Taste variants expected by

marketing mix for the Willingness for the product the customers
launch?
Are the customers willing to
buy packed Sugar cane juice

Additional Problem: Customer satisfaction and perception with respect to Tropiviva brand
Market Research
Overview:
Structure of the market research

1. Exploratory research
◦ Secondary data analysis
◦ Focus group discussions
◦ In-depth interviews
2. Confirmatory research
 Exploratory research: Secondary data analysis
IMI looked at the acceptability of the Sugarcane Juice in the market
Sources: Industry reports, internal marketing data, newspapers, magazines and online
databases
Summary:

Indian fruit juice industry

• Untapped due to poor infrastructure and poor storage facilities
• Highly unorganised market – 90% sale through roadside vendors and corner shops
• Customers are slowly moving towards consuming packed fruit juices due to increasing per capita
disposable income & health consciousness

Sugarcane opportunity
• Subtropical country with prolonged summers
• Population seeks relief from heat in beverages like cola, fruit juices, etc
• Due to health consciousness demand is shifting from cola beverages to packed fruit juices
• Hugh potential for juices having Cooling effect on body – Lime and Sugarcane

Consumer perceptions in fruit juice markets & specifically about sugar cane juice
 Exploratory research: Focus Group

Focus Group Formation

• Selection was done through two stage online survey
• Participants who consumed fruit juices frequently were only included
• Homogeneity of the group was maintained based on factors such as age,
profession etc
• Lead questions from secondary research were used for moderation
Insights from Focus Group Discussions
• Families (for children and older members) and youth(with friends) constitute
the major consumption groups
• Ease of consumption and a ready option for guests and inculcating good
drinking habits among children are key factors for using packaged fruit juices.
• Effect of preservatives is a major concern among both segments
• Hydrating effect is predominant factor for sell in summers
• Freshness, great taste, hydrating and cooling effects are key selling points
 Exploratory research: In-depth Interviews
IMI conducted interviews with regional sales managers of the competitors & retail
outlet managers to identify trends as well as roadside vendors to ascertain consumer’s
behaviour

Summary:

Retail Store Managers & Regional Sales Managers

• Fresh Fruit Juice > Packaged Juice; Prime Reason: Health
• Families: prefer packaged juice at home
• Tetra Pack Juice > Bottled Juice & Taste of fresh Juice > Taste of Packaged Juice
• “Real” Juice >> “Tropiviva” Juice

Roadside Vendors
• Summer-time drink; Families : Refreshing effect > Good Taste; & reverse for children
• Freshness is ascertain with the on-spot preparation
• Flavoured sugarcane juice is preferred by some & can shell out more
• Fierce competition between Coconut Water and Sugarcane Juice
 Implications For The Project

PRODUCT PROPOSITION
• Primarily a summer drink- Serving as a tasty, hydrating & coolant drink
• Variations like Ginger-flavor or carbonated versions for winter with added premium over regular
product
• Preferred SKU: 100-200 ml & 500 ml Tetra-packs
• Important parameters: Taste, Refreshing properties, Health conscious
POSITIONING
• Factors to be included- convenience, easy to preserve, refreshing drink, taste of freshly crushed
sugarcane & purity
• Product needs to be positioned as something rare and unique
• Can be positioned as a cool drink to hang out with- Like cola drinks, ensuring demand throughout year
• Positioning based on origin
CHALLENGES
• Preservability is hard to believe & addition of preservatives a concern for positioning as health drink
• Canned coconut water can be a competitor- Positioning should be unique
• Strong seasonality in demand
 Way Ahead…

+Formulating questionnaire
+Conducting Confirmatory Research
+Data Collection & Analysis
+Conclusive Research
Thank
You