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REhhhhhFRESH- A NEW FRUIT JUICE

Introduction to the Product


Refresh is a new kind of fruit juice is just launched in the Indian Markets and is in the introductory phase. It is Fresh Punch is a 100 percent fruit juice which will be produced and marketed by the FP Agro. This new fruit juice comes in different flavors as the Indian market is diverse and has different demands. These flavors also have their own benefits for the body of the consumer.

Carrot + Ginger + Apple Boost and cleanse the body system. Apple + Cucumber + Celery - Prevent cancer, reduce cholesterol, and eliminate stomach upset and headache. Tomato + Carrot + Apple Improve skin complexion and eliminate bad breathe. Bitter gourd + Apple + Milk - Avoid bad breath and reduce internal body heat. Orange + Ginger + Cucumber Improve Skin texture and moisture and reduce body heat. Pineapple + Apple + Watermelon To dispel excess salts, nourish the bladder and kidney. Apple + Cucumber + Kiwi To improve skin complexion. Pear & Banana - Regulates sugar content.

Carrot + Apple + Pear + Mango Clear body heat, counteracts toxicity, decreased blood pressure and fight oxidization. Honeydew + Grape + Watermelon + Milk Rich in vitamin C + Vitamin B2 that increase cell activity and strengthen body immunity. Papaya + Pineapple + Milk Rich in vitamin C, E, Iron. Improve skin complexion and metabolism rate. Banana + Pineapple + Milk Rich in vitamin with nutrients and prevent constipation.

These new flavors are made to attract more customers and help the company in increased sales as these are never-tried before flavors.

Target Market for the Product..!!


Primary Markets:
1. Kids Fond of Fruit Juice 2. Teens More experimental 3. Youth Experimental and more buying power 4. Working People 5. Housewives 6. Elderly people

Secondary Markets:

1. Travel Industry Airlines, Railways and Local Transport Systems


2. Recreational Movie Theatres, Malls, Amusement Parks etc.

3. It has no set geographic target area. By leveraging the benefits of liberalization and integration of the markets of the world, FP will seek to serve both domestic and international customers.

Market Segmentation for the Product..!!

Market segmentation is the process in marketing of dividing a market into distinct subsets (segments) that behave in the same way or have similar needs.

Market Segmentation is done on 4 grounds, and that are as follows:


1. Geographic variables: Metropolitan Cities, small cities, towns. Density of Area: Urban, Semi-urban, and Rural. Climate: Tropical

2. Demographical Variables: Age all age group Gender Both Male and Female Family size - doesnt matter Education - doesnt matter Income middle & hi end consumer Occupation student, working and retired people

Religion doesnt matter Nationality/race doesnt matter Language - doesnt matter

3. Behavioral Variables: Benefit sought Product usage rate Brand loyalty Profitability Income status Users perceive fruit juice as a healthy drink. Users drink fruit juice as a refreshing alternative to carbonated drinks. Users willingly spend on products related to health and lifestyle. Users enjoy fruit juice not only as a means of healthy life, but as an intrinsically enjoyable activity in itself.

4. Psychographic variables

Personality Lifestyle Value

No Yes Yes

Attitude

Yes

Marketing Objective & Strategies..!!


The company uses the prescribed MARKETING MIX for the selling and marketing of this new product.

4 Ps Of Marketing
-Elements of the Marketing Mix are often referred to as 'the four Ps':

Product

- A tangible object or an intangible service that is mass produced or

manufactured on a large scale with a specific volume of units. Intangible products are service based like the tourism industry & the hotel industry or codes-based products like cell phone load and credits. Typical examples of a mass produced tangible object are the car and the disposable razor. A less obvious but ubiquitous mass produced service is a computer operating system. Packaging also needs to be taken into consideration.

Price The price is the amount a customer pays for the product. It is

determined by a number of factors including market share, competition, material costs, product identity and the customer's perceived value of the product. The business may increase or decrease the price of product if other stores have the same product.

Place Place represents the location where a product can be purchased. It is

often referred to as the distribution channel. It can include any physical store as well as virtual stores on the Internet.

Promotion It represents all of the communications that a marketer may in the marketplace. Promotion has four distinct

use

elements: Advertising, Public Relations, Personal Selling and Sales.

Companys Objective is to create awareness and trial and this can be achieved by following these steps:

1. Offer a basic product 2. Price at cost-plus 3. Selective distribution 4. Awareness dealers and early adopters 5. Induce trial via heavy sales and Promotion

Product Life Cycle..!!

Our product life in introduction period which caters to some of the following reasons:
1. Low sales 2. High costs per customer 3. Negative profits 4. Innovator customers 5. Few competitors

Product Location Availability..!!


Refresh has no set geographic target area. By leveraging the benefits of liberalization and integration of the markets of the world, it will seek to serve both domestic and international customers. Metropolitan Cities, small cities, towns. Density of Area: Urban, Semi-urban, and Rural.

Pricing Strategy..!!
So, as a new comer our pricing strategy is to introduce our products in the market at lower prices so as to create the huge demand in the market and to compete with other competitors. As we come up in the demand, we will increase our prices and will provide more efficient and affordable juices

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