Industry analysis

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The Rs 100 crore packaged fruit juice market is estimated to be growing at 20% to 25% annually, with Tropicana and Real holding 40% market share each.

The market can be categorized in terms of product content and there are three major product contents available.    Drinks: Juice with pulp content less than 40%, Nectars: Juice with pulp content between 40 - 80%, Juices: Juice with pulp content more than 80%,

The canned juice market initially covered brands like NAFED, Noga, Midland, Gold Coin and Druk. These were fruit juices and nectars and not drinks. But they did not make a mark in the market due to reasons such as high price, unattractive packaging and lack of right promotion programme. Parle Agro‘s Frooti, a mango drink, was introduced in the tetra pack in 1985 and since then has been a leader in its segment. The market has suddenly picked up since 1994-95 and a few players have emerged as market leaders.

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Substitute:
Fruit juice companies have to face a two level competition i.e. on the first level with the substitutes and the then the players within the industry. The ‗sip war‘ is comprised of the following players with respect to India. 

Soft Drinks (both carbonated and Non- carbonated soft drinks)

Soft Drinks are divided into carbonated and Non- carbonated drinks. While Cola, lemon and oranges are carbonated drinks mango drinks come Non- carbonated category. 

Flavoured Milk (energy, N-Joy etc.)

Just like fruit drinks Flavoured milk is also positioned on the health platform. Companies are trying to project it as a fun drink with added flavours and innovative packaging. 

Mineral Water

Fruit drink sellers consider even mineral water as substitute to their offerings. The main assumption is that packs ensure quality delivery. 

Other products

Milk by- products like buttermilk and lassi also serve as major substitutes. They compete in terms of low price as well as easy availability. These drinks are also considered important from the health perspective.

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Market Segmentation:

There has been no general acceptance of the product forms in the fruit beverage market. The consumer is basically concerned if it is a fruit juice or synthetically constituted product. Product segmentation, therefore, should be clearly delimited. 

Under the fruit drinks the first segmentation is between real fruit drinks and synthetic drinks.  The real fruit drinks are based on natural fruit pulp or juice.  The synthetic drinks are synthetic products with fruit or other flavors.

Broad taste preferences could be another way to define the market. The market is at present also segmented on the basis of fruit pulp content. For the purpose of segmentation, on the basis of fruit pulp content. For the purpose of segmentation, on the basis of fruit pulp content, market can be segmented as:   

Fruit juice with pulp content more than 80%. Brands falling in this category are Onjus, Real, Tropicana, etc. Fruit Nectar with pulp content between 40% to *0%. Life and X‘s come in this category. Fruit Drinks with pulp content less than 40%. Frooti and Jumpin are the popular brands in this category.

Segmentation could also be on the basis of the benefits provided to the consumer:   One benefit could be the nutrition content it gives to the consumer so one market could be the health-conscious segment. Second benefit is thirst quenching, so the other segment could be those buying the drink or nectar for satisfying the thirst.

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Another very broad segmentation can be on the type of situation in which the drink or nectar is used:  

People who are on the move i.e. Outdoor use e.g. those traveling. People who are using it on the breakfast table as a part of their menu i.e. in-house use.

Players very often choose one or more of such segmentations to differentiate their product and target market and accordingly plan their distribution and promotion patterns.

Market Needs:
Consumers usually, are not going to accept something that doesn‘t taste good even if it is good for them or has certain benefits. Companies working to bring a new food product to the market have two questions—does it taste good and will consumers buy it?

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Main Competitors:
A host of brands are jostling for thirst space. Not just colas but beverages and fruit juices of all hues are adorning shop shelves. From bottled iced-tea to branded chhaas, fruit-based drinks and flavoured milk, beverage makers have gone berserk with product innovation as new variants continue to flood the market. Fruit drinks are high on the swig list in summers as it is part of the health fad sweeping the nation. Health conscious consumers are increasingly giving aerated drinks the go by and making a beeline for fruit-based concoctions. Moreover, sporadic controversies about pesticide-infested cola drinks are said to be driving consumers towards fruit-based drinks as a safer alternative. That is why even existing players are going all out to pour out new flavours.

Company
1. Parle Agro

Brand
Frooti

flavours
Mango, Guava, Pineapple, Strawberry & Orange Apple Orange, Nature Sweet, Apple, Grape, Pineapple, Tomato, Mixed Fruit. Mango, Litchi, Orange & Guava. Grape, Guava, Orange, Pineapple, Tomato, Mixed Fruit, Litchi, Mango. Orange, Apple

Appy 2. PepsiCo Ltd. Tropicana

Slice 3. Dabur Real

Real Active

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4, Godrej Foods

Jumpin Re Xs

Orange, Apple Orange, Apple Orange, Apple Mango Mango

5. Coca Cola 6. BBI. II 7. Voltas 8. Hindustan 9. HP Agri 10. North East Agro Mkt. Ltd. 11. Kerala Milk Mkt.

Maaza Tree Top

Volfruit Grapy HPMC NERAMAC Milma

Mango Red Grapes, Litchi, etc. Apple Marketing Pineapple Mango, Pineapple

[The above mentioned list consists of the brands noticeable in metros and as such there are a large number of small canning units scattered all over the country catering to niche markets.]

Gujarat Co-operative Milk Marketing Federation: (Amul)
Pitching in to pose further competition to the colas is the recent launch of Amul Masti chhaas by the Gujarat Co-operative Milk Marketing Federation. Amul has also added two new variants -- strawberry and mango flavours -- to its milk drink brand Amul Cool. Amul are currently selling 400,000 units of Amul Cool per day with six flavours. That is 23 per cent higher than last summer, when they had -6-

just four flavours. Coming next from the Amul stable is Cool Cafe, a coffee drink to be launched in Mumbai, Delhi and Gujarat. Retailers, however, say that while such efforts lead to a temporary revival in offtake, sales tend to slacken once the promotions end.

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Key Success Factors:

Processing and Packaging technologies used:

State of the art production and packaging technology is a must in this industry. This gives an edge in packaging and ensuring freshness of product besides enhancing the image. 

Distribution Strategies, Logistics and reach in the market:

A strong distribution network is essential for ensuring availability to fight competition from the other players and also the substitute that have a strong distribution reach. 

Regional taste preferences:

Companies should take into account the regional taste preferences and build products to serve the same. Various concoctions and formulations in the US and other foreign markets suggest that such strategy is necessary to live the image of the company and remain in the forefront. 

Product portfolio and variants produced:

Innovations in terms of ethnic flavours and mixes will pay off. With respect to ―KiwiJoos‖ we must make sure we increase our product baskets as we can‘t exist with only one flavour and many flavours will also help in leveraging and ensuring that there is optimum utilization of resources. 

Sourcing of raw materials:

Global sourcing strategy will give an edge over other players in terms of both cost and quality advantages.

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Flexible and effective marketing mix:

The product mix, promotional mix, pricing mix and distribution mix should be made effective and should be flexible in all sense it should help us to combat the primary competitors i.e. players in the fruit beverage market and the substitutes i.e. soft drinks, flavoured milk, mineral water and unbranded sector. 

Strategic alliances and joint ventures:

Strategic alliances and joint ventures help in gaining competitive advantage in packaging, distribution and product formulations.

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Product

Kiwi fruits are small oval fruits with a thin brown skin, soft green flesh and black seeds. They are rich in many Vitamins, flavonoids and

minerals. In particular, they contain a high amount of Vitamin C (more than oranges), as much potassium as bananas and a good amount of betacarotene. Anti Oxidant properties of Kiwi Fruit It is important to note that kiwi fruits contain a remarkable amount of Vitamin C, E and A. Vitamin C is a water-soluble antioxidant that has been proven to protect our body from free radicals, dramatically improving the health of individuals who consumed it regularly against all kinds of disease, from cardiovascular problems to cancer and obesity. Vitamin E has been proven to have similar effects, but is fat-soluble and thus is complimentary to Vitamin C in its functions. Kiwi fruits contain both these vitamins in high amount, which help protect our body against free radicals from all fronts. Kiwifruit seed are where the most of the Vitamin E and dietary fiber are found. Kiwi fruits have a high fiber content The high content in dietary fiber helps improving diseases such as diabetes, by controlling sugar levels, and cancer color, since fiber binds to toxic compounds in the colon and helps us expel them. Fiber has also been proven to reduce cholesterol levels, improving the conditions of patients with cardiovascular diseases and lowering the probability of heart attacks.

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Summary of Kiwifruit Health Benefits Eating kiwi fruit is clearly a healthy choice, particularly useful in these cases:      Prevents Asthma Prevents wheezing and coughing, especially in children Protects our DNA from mutations Provides a healthy amount of antioxidants and vitamins Helps prevent colon cancer thanks to a high fiber content

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Kiwi Fruit Nutrition Content Research
Nutrient Content Gold Kiwifruit 181 ug/100g (Flesh) Green Kiwifruit 158 ug/100g (Flesh) Main Functions Stabilize VA、Inhibit Oxidation & Free Radicals Prevent Tumor、Improve Fecundity、 Slow Aging Inhibit Oxidation、Enhance Immunity、Participate In DNA Synthesis、Slow Aging Inhibit Mutation、 Prevent Cancer Accelerate Collagen、 Synthesis Stop Bleeding、 Accelerate Amino Acid Metabolism、Inhibit Oxidation、Activate Folacin、 Expel Toxin Prevent Inflammation、 Inhibit Cancer、 Detoxification Accelerate Wound Close、 AntiCholesterin Provide Baby Need Amino Acid、Accelerate Immunocyte Activity、Promote Secretion of Growth Hormone Prolactin and Insulin Inhibit Oxidation Prevent Cancer、Protect DNA Inhibit Mutation、Prevent Cardiovascular Diseases、Slow Aging Inhibit Oxidation、Prevent Cancer、Inhibit Mutation、 Repair & Shield Cells、Lower Blood Glucose、Improve Immunity、Accelerate DNA Synthesis、Strengthen Marrow

Vitamin E (Bearing Phenols)

3.025 mg/100g (Seed)

2.72m g/100g (Seed)

Vitamin C (Anti-Scurvy Acid)

135.96 mg/100g (Flesh)

154.95 mg/100g (Flesh)

Chlorophyl

481.50 ug/g (Peel)

222.51 ug/g (Peel)

Arginine

0.0953% (Flesh)

0.0463% (Flesh)

Se

3.17 ug/100g (Seed)

1.53 ug/100g (Seed)

Polysaccharide

4.56 g/100g (Peel)

3.44 g/100g (Peel)

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Hematopoiesis Polyphenol 4.56 g/100g (Seed) 8.47m g/100g (Seed) Inhibit Oxidation Convergence、Stop bleeding、Antiseptic、Prevent Cardiovascular Diseases Sedation 、Reduce Blood Pressure 、 Improve Sex Function

Monkey Peach Alkali

0.82 % (Seed)

0.83 % (Seed)

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Product Description:
This product is actually a mix of 20 percent pure kiwi juice, water, and cane sugar. With a strong, accurate kiwi flavor, this could actually turn out to be a pretty tasty orange juice substitute – a possible motivation for placing a highvisibility Vitamin C label across the front of the package. 1) Kiwifruit Juice in 250ml PET Bottle

Product code: KS250ML Description: Kiwifruit Juice Packing: 24 X 250ml Gross Weight: 12.5kg Approx. Qty per 20ft FCL: 1400 Cartons

This Ready-To-Drink variant offers an option to retail operations catering to customers looking for healthy, thirst quenching single serve options. The welldesigned packaging ensures that it stands out whether it be displayed in normal shelves or walk-in chillers. It is also ideal for foodservice operators looking to offer single serve items on the beverage menu. Inventory control becomes less complicated and KiwiJoos are definitely a refreshing addition to any beverage menu. Stored at an ambient temperature away from direct sunlight or heat, the product has a shelf life of one (1) year from date of production. It should be consumed immediately upon opening and KiwiJoos are best served chilled. MRP of this 250 ml bottled drink will be Rs. 30.

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2) Kiwifruit Juice 1.2 liter Concentrate

Product code: KC25FFM Description: Kiwifruit Concentrate Packing: 12 x 1.2lt Gross Weight: 16.5kg Approx. Qty per 20ft FCL: 1008 Cartons

This product comes attractively packaged in a 1.2 Litre PET Bottle with a recommended dilution rate of One (1) part concentrate to Seven (7) parts water. This variant offers value for money and convenience for those with large families or entertains frequently. It is also ideal for the foodservice establishments as it requires minimal storage space and no refrigeration is required, allowing them to cater for large functions. Stored at an ambient temperature away from direct sunlight or heat, the Concentrate has a shelf life of one (1) year from date of production. Upon opening, the product should be kept refrigerated. KiwiJoos are best served chilled. MRP of this 1.2 Lt bottled drink will be Rs. 130.

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3) Kiwifruit Juice Drink in Tetra Brik Aseptic 1litre and 2 litre Slim line Re Cap

Product code: KS01TPSL Description: Kiwifruit Juice Drink Packing: 12 X 1lt, 12 X 2lt Gross Weight: 13kg Approx. Qty per 20ft FCL: 1350 Cartons

This Tetra Brik variant is UHT processed, contains no preservatives and comes with a convenient re-sealable non-drip spout. It is an ideal choice for active families or individuals who want a convenient yet nutritious thirst quencher. With this addition, KiwiJoos has now a wide range of packaging choices to suit both consumers and retailers. Foodservice operators looking for a shelf safe; space saving re-sealable packaging can now opt for this variant. The Tetra Brik variant has a shelf life of one (1) year from date of production when stored at ambient temperature. Keep away from direct sunlight and heat. Keep refrigerated upon opening. KiwiJoos taste best when served chilled. MRP of this 1 lt Tetra pack will be Rs. 90 and MRP of 2 lt Tetra pack will be Rs. 180. .

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4) Kiwifruit Juice in 5 litre HDPE Tub

Product code: KS05FFM Description: Kiwifruit Juice Packing: 24 X 5lt Gross Weight: 23kg Approx. Qty per 20ft FCL: 840 Cartons

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This is a Ready-To-Drink variant ideal for foodservice operators catering for large volumes. The product offers a refreshing change to your beverage menu and is a versatile ingredient for concocting cocktails or other non-alcoholic cocktails. Storage is convenient, as it requires no refrigeration. The product has a shelf life of one (1) year from the date of production when stored at ambient temperature away from direct sunlight and heat. The product should be kept refrigerated upon opening. KiwiJoos are best served chilled. MRP of this 5 lt HDPE tub will be Rs. 400.

Future Products:
   Aerated Kiwi drinks Kiwi Kraze (Kiwi-apple-lemon) Gold Kiwifruit Juice

 Kiwi wine

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Packaging:

Juices can be found in every type of packaging. In early days, cans and glass bottles were the only available types of packaging. Today, the assortment includes PET bottles, sports bottles and brick packs.

Introduced to reduce shipping weight or to allow small children to pour their own juice, PET bottles provide another benefit: shatter- resistant properties. Juices found in refrigerator case typically come packed in gable-top cartons. The newest innovation in cartons is the re-closable plastic cap. Some single- serving juice drinks come in sportstop PET bottles. Some companies concentrate on proprietary packaging, with easy grips or unusual eye-catching shapes.

Packaging is an important part of promotion today hence the company has decided that KiwiJoos will be served in transparent PET bottles for all the quantities and will carry the company Logo/ Symbol, nutrient value of the juice and the statutory requirements like the ingredients etc.

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