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Product: Asli Kaccha Raw Mango Juice, from Asli Kaccha Company.
OPPORTUNITY ANALYSIS
Indias packaged juice market has charted a high growth trajectory, due to easy availability, anytimeanywhere consumption, and convenience. The table below shows the projected according to study done by
Vaibhav Verma & Manish Malhotra for Banarsidas Chandiwala Institute of Hotel Management & Catering
Technology.
20
15
10
2012
2018(predicted)
Huge untapped potential: The per capita consumption of fruit juice-based beverage is 45 litre in
Germany, 42.5 litre in Switzerland and 39 litre in the US. In India, the per capita consumption is just 20
ml, which is negligible compared to other countries.
Government support: Prime Minister Narendra Modi also suggested that multinational cola giants
should help augment fruit sales for Indian farmers by adding fresh fruit juices to their fizzy drinks. This
is a good opportunity
Easy Sourcing: India, the world's largest producer of mangoes and hence this a vital opportunity for
such a business.
Great taste for fruit drinks: Fruit drinks, which have a maximum of 30 per cent fruit content, are the
highest-selling category, with a 60 per cent share of the market.
Frooti, Jumpin, Maaza, and so on are the most popular products in this category.
Great chance for mango juice: As far as fruit drink is concerned, 92 per cent of the market is estimated
to be mango-based. This segment has been classified into three categories based on the pulp percentage.
Completion: Dabur is the market leader in the Indian packaged juices market with its brands Real and
Real Activ. Other players include Parle, Fresh Gold, and Godrej. Considering the attractiveness of the
segment, diversified consumer food companies such as ITC are working towards making a foray into
packaged juices.
STP ANALYSIS
SEGMENTATION
Demographic
Kids & Teenagers
Youth
Women & Working People
Physcographic
Mango lovers.
Health conscious
Exciting and livley emotional attachment.
TARGETING
PRIMARY MARKET
These are the new impulse category. The sporty and fun loving nature of the teens and their likings of
hanging out together while drinking fruit juices or other soft drinks are taken into account.
SECONDARY MARKET
Travel industry Railways & local transport systems.
Recreational movie theatre, malls, retail food outlets.
Association with event management companies.
POSITIONING
Logo: The logo presents the mascot; Green mango character, inviting everyone to taste the excitement and
refreshing experience of Assli Mango products.
Slogan: The taste of real raw mango. (Implies that the juice tastes like enjoying a real raw mango)
Positioning: Asli Kaccha Mango is positioned as tasty and refreshing healthy drink.
Its the real raw mango raw mango juice and feel; the juice is not pulpy but has little granules of mango and
fibers thats really healthy and gives consumers a refreshing mango drink
Value:
-
POP
PD
O
Mango Juice
Packaged fruit juice.
Same Target Group
Same pricing and packaging.
BRAND PERSONALITY
Healthy & Refreshing (Feel like drinking the real mango)
The fruit of India. (Nation of Origin): Mangoes are the national fruit of India. So using the
brand association as the real fruit taste of India in advertisements and campaigns is a source of
brand leverage
Brand Mascot: Brand mascot could be used in advertisements, shopping malls, to attract
teenagers and kids.
BRAND ARCHITECTURE
Raw Mango
Juice
** Asli
Mango
Ice Cream
** Asli
Mango
Sauce
**(Future project)
**(Future project)
The branding strategy of Asli Kaccha Mango is the branded house strategy. Where Asli Kaccha Mango is the
single master brand that sits over of the brand like:
-
Youth & Teenagers: Asli Kaccha fun and challenging mobile game presenting the mascot as
2. Develop Brand Image: Developing a brand personality as 100% healthy mango drink, brand specialty:
Tiny real mango granules and fibers that consumer feels while drinking.
3. Improving Brand Awareness: Nationwide brand launch through shopping malls, interactive
kiosks/vending machine in railway stations, shopping malls, and attractive advertisements in media.
Partnership in ISL, Health check-up campaigns and cookery shows.
ADVERTISING
- Use of Mascot in advertising, mascot live models
in malls
- TV commercials, print media and poster
advertisements.
- Making brand as health partner in Indian Super
League.
- Outside Advertising: Bill boards and Hoardings,
Paint on walls, and small exclusive kiosks in
railway stations, shopping malls, streets.
INTERACTIVE MARKETING
- Fun zones in malls, Kids fest.
- Interaction and selfies with mascot live model.
- Vending Machines.
- Mobile game presenting mascot.
-Interactive games and animations for kids in
association with Chotta Bheem,puzzle contest.
- Social media marketing and interactive websites.
SALES PROMOTION
Retailer Oriented
Attractive
Display
Cooler,
shelf
space,
merchandising unit.
- Introductory promotional offers to retailers and
loyalty schemes.
Consumer Oriented
- Publicized mega launch in streets and malls.
- TV commercials, print media and poster
advertisements.
- Mango shaped arrangement of juices in retail
outlets.
- Summer Seasonal Offers.
PUBLIC RELATIONS
- PR through CSR activites,sposnorship in health
camps.
- Interaction with public through venues like
activation camps, kiosk in malls,website and social
media..
Tie-up with mango farmers and providing them
assistance.
MARKETING 4 PS
PLACE
- Retail distribution - strong
tie-up.
- Asli Kaccha branded kiosks.
- Tie-up with e-commerce
websites for distribution.
-Cinema-Theatres,Retail-food
outlets,Restaurants.
4 P'S
PRODUCT
PROMOTION
PRICE
Mass
advertisment
in
T.V's,Radio and print media.
- Sponsorship as health
partner in ISL.
- Advantage of using brand
mascot
in
media,animations,use
of
mascot working models in
malls,cinema theatre.
CSR
initiatives
like
partnership
in
health
camp,cooking camps.