Professional Documents
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A Project Report on
Agenda
Introduction of the Idea Tag Line & Our Product Variants Industry and Market Analysis Vision & Mission Organisational Structure Operational Plan Marketing Plan Financial Plan SWOT Analysis Competitor Analysis 4 Ps Future Outlook Why this Product ? ?
Consumers' desire for healthier soft drinks across the world along with increasing disposable incomes in developing countries provides opportunity for fruit/vegetable juice. However, healthy can have different connotations in different cultures. What is perceived as healthy in one culture may not be perceived as healthy in another culture. This may provide opportunity for manufacturers to open up new opportunities by slightly modifying existing products. For example, while a juice drink may be off-trend in one culture, it may be possible to find a new market and add a few ingredients to make it particularly attractive to a different culture. Perhaps, in the future we will see more strategic alliances among second-tier companies to take advantage of globalization opportunities.
Branded fruit beverage market in India is estimated to be worth Rs. 1,200 crore (nectars, drinks and juices combined) Juices - over 85% pulp content Nectars - 20% to 85% pulp content Fruit Drink - Less than 20% pulp content
VISION
To be Indias Premier Fruit Juice Company,offering
nutritious & superior quality tasting drinks to its consumers. By 2016 we aim to achieve 30% of Market Share, and while doing it we would be the best in terms of consumer value, customer service, employee talent, and consistent and predictable growth.
MISSION
To be a leading producer of fruit juices based on
dedication to nature, corporate and process hygiene,dynamic leadership and commitment to our partners and stakeholders.
ORGANISATIONAL STRUCTURE
OPERATIONAL PLAN
(Rs. in lacs)
5th Year
1070
85%
Particulars
Installed Capacity (In Tonnes)
Capacity Utilisation Sales Realisation (20 % Growth yoy)
1st Year
1070
75% 115.00
2nd Year
1070
85%
3rd Year
1070
85%
4th Year
1070
85%
138.00 23.00
165.60 27.60
66.25 5.14 25.71 1.82 10.29 6.05
198.72 33.12
72.87 5.66 28.28 2.00 11.31 6.66
238.46 39.74
80.16 6.22 31.11 2.20 12.44 7.32
Cost of Production
Raw Materials Packing Material Salaries Stores & Spares Selling and Distribution Administrative Expenses 54.75 4.25 21.25 1.50 8.50 5.00
95.25 19.75
3.32 0.28 2.23 13.92 2.78
104.78 33.23
3.32 0.28 2.23 27.40 5.48
115.25 50.35
3.32 0.28 2.23 44.52 8.90
126.78 71.94
3.32 0.28 2.23 66.11 13.22
139.46 99.01
3.32 0.28 2.23 93.18 18.64
11.14
21.92
35.61
52.89
74.54
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
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
Variables Used for Segmentation 1) Geographic variables 2) Demographic variables 3) Psychographic variables 4) Behavioral variables
Demographic
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 nationality/race - doesnt matter language - doesnt matter
Psychographic
Personality Lifestyle Value Attitude No Yes Yes Yes
Behavioral
benefit sought product usage rate brand loyalty profitability income status
Web Marketing
Social Networking: In order to reach out to the TA and ensure that they feel more connected with the brand it is necessary to start making conversation.
facebook
Creating a community on facebook Creating a Fan page on facebook This will enable the brand to keep its TA engaged and updated on the introduction of new flavors and events
twitter
Creating an active account on a micro-blogging site such as twitter, where regular tweets on product and event updates will ensure interactivity Followers will be encouraged to tweet their suggestions on new flavors.
SWOT ANALYSIS
STRENGTH
Adequate availability of raw materials Price, a competitive advantage Natural Product.
WEAKNESS
Seasonal availability of fruits Brand acknowledgement Late entry into the market. Dependence on HP fruits. Dependence on Monsoon
OPPORTUNITY
Participation with a growing industry. Competitive advantage over carbonated soft drinks. Success of incredible India campaign Possible deal with Mumbai Criket Association (MCA).
THREATS
Cut throat competition Unstable government policies Rising Global Warming
Tropicana is a product of vast PEPSI family and has a market share of 25% The company sources orange juice concentrates from Brazil. They come in Tetrapaks of one litre and PET bottles of 500 ml and one litre. Pepsi also markets Gatorade an energy drink for the sports personnel which is a sugar-free Diet Pepsi.
Frooti from Parle Agro is the largest distributed fruit drink with 85% market share (Tetra Pack) It reaches more than 10 lakh retail outlets in up to class C towns Parles Agros APPY, in 1996 had a market share of 5% in the fruit drink segment In 2003 its new variant-APPY FIZZ was launched which was a hit.
Maaza was launched in 1976. In 1993, Maaza was acquired by coca cola India. Over the years, Maaza has become synonymous with mango. The drink became a hit with successful advertisement campaigns like "Taaza mango, maaza mango,' and 'Botal mein aam, maaza hain naam. It is available in 200 ml , 250 ml , 125 ml Tetrapak and 200 ml Tetrapak.
Strengths
Acquired Maa Fruits Pvt Ltd Distribution network Global leader in beverages Growing Fast Global Brand in beverage Market share Market leader
Weakness
Entering in a new segment New Entry Less Product Line Less Product Line Less cost effective
Innovation Nutrients
Cost Effective
Marketing Mix
Product
Fresh Punch is a 100 percent fruit juice which will be produced and marketed by the FP Agro Industries Ltd. BRAND NAME: FRUIT PUNCH
Place
Kullu (Himachal Pradesh) Hazira and Dahej (Gujarat)
Place
In the initial phase we would be outsourcing fruit processing and packaging of Fruit Juices under FP brand. Fruits such as Orange, Apple, Pineapple etc would be purchased from Kullu. Fruit Processing & Packaging would be outsourced to local producer. Mango would be purchased from Hazira and Dahej. Fruit Processing & Packaging would be outsourced to local producer. Mode of Transport: Road Transport
Pricing
As a new comer our pricing strategy is to introduce our products in the market at lower prices so as to create huge demand in the market and then compete with other competitors. As we come up in the demand, we will increase our prices and will provide more efficient and affordable juices
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
Promotion
As we are in the Introduction phase, our objective is to create brand awareness through Informative Advertising. Use of Print Media, Radio Advertisement, Hoardings in Public Spots, Sample Distribution, Organizing Events, TV Commercial etc. Tie Up with major Cinema halls to promote our products during Intervals. In-film advertising, in its most effective form, is about a brand being a part of the cinema's content.
3) 4) 5)
Bibliography
Internet: mofpi.nic.in www.exportersindia.com news.reportlinker.com www.indiaagronet.com hpagrisnet.gov.in www.scribd.com Ministry of Food Processing Industries : Ministry of Food Processing Industries (MFPI): MFPI is the Nodal agency for development of the processed food sector in the country. MFPI's financial assistance schemes include schemes for technology upgradation, HRD, Quality testing, R&D, TQM, backward and forward integration, development of infrastructure including food parks, abattoirs, cold chains etc.
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