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International Marketing

C-3 project report


Group Members
Karampal singh(16bsp1131)
Parul singla(16bsp1671)
INDUSTRIAL ANALYSIS
 The Fruit Drink market has grown at a 20% to 25% rate.
 Of this, more expensive juices segment has grown at rate of
40% this year. It accounted for only 15% of the fruit beverage 3
years back.
 In–home consumption of juices has gone up from 30%, three
years back to 80% today.
 Mango based drinks account for two thirds of fruit drinks
industry.
 More than 80 % of sales happen through the unorganized
route - juice centers, street corner shops and so on
Why this Product?
 India currently produces about 50 million tonnes of fruits, which is about
9% of the world’s production of fruits.
 Though India has a strong raw material base, it has been unable to tap the
potential for processing and value addition in perishables like fruits and
vegetables.
 Only about 2 percent of the fruits and vegetables in India are processed,
which is much lower when compared to countries like USA (65 %),
Philippines (78%) and China (23)%
Why this Product?
Factors Driving Demand for Our Product

1) Changing age profile- A relatively larger share of young


population which has the ability to spend on processed foods
2) Increase in income- The middle and upper middle income
groups growing at a faster rate than in developed countries
resulting in higher spending on food
3) Social changes- Increasing number of working women
4) Life style factors- Increasing health consciousness and need
for convenience fruit drink
5) Availability of Organized Retail outlets- These provide the
much needed forward linkages
TARGET MARKET
 Primary Market
– Kids – Fond of Fruit Juice (fond of mango, strawberry)
– Teens – More experimental
– Youth – Experimental and more buying power
– Working People
– Housewives
– Elderly people

 Secondary Market
– Travel Industry
– Airlines, Railways and Local Transport Systems
– Recreational
– Movie Theatres, Malls, Amusement Parks.
– School, Colleges
– Hotels, Restaurants, Bars etc.
Market Segmentation Variables
Geographic Demographic
 By leveraging the benefits of liberalization and  Age – all age group
integration of the markets of the world, FP will  Gender – Both Male and Female
seek to serve both domestic and international  Family size - doesn’t matter
customers.  Education - doesn’t matter
 Metropolitan Cities, major cities/towns of the  Income – middle & hi end consumer
states.  Occupation – student, working and retired people
 Density of Area: Urban, Semi-urban, Rural.  nationality/race – doesn’t matter
 language - doesn’t matter
 Climate: Tropical

Psychographic Behavioral
Personality No  benefit sought
 product usage rate
Lifestyle Yes  brand loyalty
Value Yes  profitability
Attitude Yes  income status
SWOT ANALYSIS
STRENGTH WEAKNESS
• Adequate availability of raw • Seasonal availability of fruits
INTERNAL

materials • Brand acknowledgement


• Price, a competitive advantage • Late entry into the market.
• Natural Product. • Dependence on HP fruits.
• Dependence on Monsoon

OPPORTUNITY THREATS
• Participation with a growing • Cut throat competition
EXTERNAL

industry. • Unstable government policies


• Competitive advantage over • Rising Global Warming
carbonated soft drinks.
• Success of incredible India
campaign
• Possible deal with Mumbai Criket
Association (MCA).
Our Product Variants
Mixed Fruit Orange Crispy Apple Mango
Bytez Mania
Pricing Strategy
Penetration Pricing
 Our product will be lie
on penetration strategy
with high quality & low
price
 For introducing new
product
 Price low to capture
market share
 Expect to make profit
in volume
5 Year Planning
 Target of capturing 5% of the market share within a year and
30% by 2016-end
 Initially we would be outsourcing the processing of fruits, but
after 3 years we would check the feasibility of starting our own
processing plant.
 R&D Department to be set up by 2013 early, in order to
facilitate innovation in existing products.
 We would open Satellite Branches in Major Cities to facilitate
product training & improve on Market Share.
 FP Agro will be undertaking a host of energy conservation
measures
Thank YOU