FRUITZONE PRIVATE LIMITED

PROBLEM STATEMENT
• Should FIL launch sugarcane juice

• What should be the marketing mix ?

 MARKET RESEARCH PROBLEM
Is there a willingness to buy packed sugarcane juice in the market? If
yes, then
• TARGET SEGMENT

• PRICE

• EXPECTATION

• TASTE VARIANTS PREFERED

• FORM PREFERED BY CONSUMERS

 RESEARCH METHODS
• SECONDARY RESEARCH

• FOCUS GROUP DISCUSSION

• IN DEPTH INTERVIEWS
 MR problem 1: Target Segment for
Packaged Sugarcane Juice
Relevant Focus Group Lead Questions:
• How do consumer preferences differ on the basis of health benefits , cooling effect?
• What type of fruit juices consumers prefer- fresh ones or packaged juices? If packed
juices – is it for hygiene or health benefit reason?
• Are you satisfied with the variety of juice available? If no, which juice would you
want to be added?
• Is sugarcane one of the suggestions? If no, then do they get excited when they are
told that sugarcane is one of the juices that is not available in packaged form?
• What kind of benefits packaged sugarcane juice will provide? Which is the most
important one?
• Do you think it can be sold throughout the year? In winter too? Do you think it can
be sold as a home drink which you can offer to guests?
• Do you think it is good for health (linked to diabetes)?
• Finally, if sugarcane juice is made available with a leading brand name like Tropiviva,
Real, or Minute Maid, will they buy it along with other fruit juices or over other fruit
juices on the basis of its taste or health benefits or any other reason?
MR problem 1: Target Segment for Packaged Sugarcane
Juice

Implications from Exploratory Research:

• Families with busy parents
• Not target to old or diabetics
• Children- taste variants
• Youth- working professionals, health conscious, cool drink with
friends
MR problem 2: What is the price that customers
are ready to pay for packaged sugarcane juice?
Relevant Focus Group Lead Questions:
• How do their preferences differ – on the basis of price?
• If they have not consumed fruit juice in packaged form, is it
because of higher prices?
• What size of the packaged fruit juice do you buy generally?
• Would you prefer flavored sugarcane juice? For example, with
masala, line juice, etc?
• Among packaged juices, which are your favourite ones, and
would you prefer sugarcane juice over other fruit juices?
• If sugarcane juice is made available with a leading brand name
like Tropiviva, real or Minute Maid, will they buy it along with
other fruit juices or over other fruit juices on the basis of price?
MR problem 2: What is the price that customers
are ready to pay for packaged sugarcane juice?

Implications from Exploratory Research:

• Since coconut water is our primary competitor, sugarcane juice
must be priced accordingly
• Tetra packs of different SKUs (100ml, 200ml, 500ml, 1L) must be
have a price similar to other ‘Tropiviva’ or ‘Real’ fruit juices
• If we bring in flavored sugarcane juice, we can charge a premium
over regular plain sugarcane juice
MR problem 3: What are the expectations
from the packaged Sugarcane Juice?
Relevant Focus Group Lead Questions:
• How does consumer preferences differ on the basis of health
benefits , cooling effect?
• What type of fruit juices consumers prefer- fresh ones or packaged
juices? If packed juices – is it for hygiene or health benefit reason?
• Does consumers perceive packed juices lacking freshness or having
more added flavors and preservatives?
• What kind of benefits packaged sugarcane juice will provide?
Which is the most important one?
• Can it be sold throughout the year even in winter too? Can it be
served as a home drink to guests?
• During Sugarcane season, does consumers prefer sugarcane juice
over orange, apple etc.?
MR problem 3: What are the expectations
from the packaged Sugarcane Juice?
Implications from Exploratory Research:
• Perceived as summers only drink with a hydrating, cooling and tasty effect
• Consumers perceive Sugarcane juice cant be preserved for longer duration
as it ferments very quickly
• Additional preservative viewed as a threat to health
• Positioning the product not only as a summer re-hydrant but as a drink
which can be consumed throughout the year
• Positioning should also be done in a way such that consumers find
something rare and unique in the product to try out for
• Promoting the product on the basis of purity of juice, convenience for elders
and family consumption and easy to preserve
MR problem 4: What are the taste variants
that customers prefer in Sugarcane Juice?
Relevant Focus Group Lead Questions:
• How do their preferences differ on the basis of taste?
• Are you satisfied with the variety of juice available? If no, which
juice would you want to be added?
• Is sugarcane one of those? If no, do they get excited when they
are told that sugarcane is one of the juices not available in
packed form?
• Would you prefer flavoured sugarcane juice with masala, lime
juice, etc.
• Among packaged juices, which are your favourite ones? Would
you prefer sugarcane juice over other juices?
MR problem 4: What are the taste variants
that customers prefer in Sugarcane Juice?

Implications from Exploratory Research:

• For winters, taste alone as a strong attraction remains uncertain
• Offerings like ginger-flavor and fizzy-variants might be more in
demand in winters when the main product sales are low
• For children, taste variants might be an incentive; not health
conscious
• If we bring in flavoured sugarcane juice, we can charge a
premium over regular plain sugarcane juice
 MR problem 5: Which form would
consumers prefer – can, tetra pack or bottle
Relevant Focus Group Lead Questions:
• What size of packaged fruit juice do you buy generally ?

• Which form is most desirable – Cans, Tetra packs or bottles?

Why?
 MR problem 5: Which form would
consumers prefer – can, tetra pack or bottle
Implications from Exploratory Research:
• Prefer to buy packaged juice of small 100-200ml along with
500ml big packs

• Consumers favor tetra packs over bottles

THANK YOU
PRESENTED BY-

Palak Jain (190103090)

Preetika Sahai (190103102)
Nishtha Diwakar (190103088)
Rohith K R (190103116)
Kakoli Mukherjee (190103062)
Shikha Singhani (190103132)