Executive summary
India is a tropical country and has accorded a favorable reception to thirst
quenchers such as fruit juices and aerated drinks. Ready to serve kiwi juice is a
beverage prepared from clarified kiwi juice. When chilled the RTS beverage
makes for a nutritious and refreshing drink. The nutritive value of real fruit
beverages is far greater than that of synthetic products, which are being bottled
and sold in large quantities throughout the country. If real fruit juices could be
substituted for these synthetic preparations, it would be a boon to the consumer
as well as the fruit grower.
India is a market of diversity – diverse with regards to incomes, price points of
products, culture and preferences and a marketer has to get use to these diverse
characteristics of the market.
Drinking juice is not a part of our culture. We drink water with our meals but in the
West one starts the day with breakfast and a glass of juice. Juice is to a great
extent considered as a luxury not a necessity in our society, surely but slowly
things are changing mainly in the urban and semi urban areas, where the
population is getting more and more health conscious and are realizing the
important nutrient values of fruit and are making them a part of their daily diet.
The companies in this Rs. 100 crore industry will have to organize various
promotional activities from time to time mainly to increase sampling and to
educate the consumers about packaged fruit juice that it is as pure and nutritious
as fresh juice which is perceived as fresh as it is extracted in their presence i.e.
actual or assumed.
There are two main brands in this segment of non- carbonated drink markets;
they are ‘Real’ from Dabur and ‘Tropicana’ from PepsiCo. These two players
command around 80% market share in the organised sector.
We can observe this industry growing and new players entering the market. In
recent times we have seen the entries of some international brands, like Berri
[Australia], Ballantyne [Australia], and Tipco [Thailand], with the intention to
strengthen their hold in India and to grow with the market.
-1-
Company
Shreeji Enterprises Pvt. Ltd will be entering the food processing industry with its
first launch i.e. a Kiwi fruit juice.
Three of the four investors have full operational responsibilities. SD and SY are
the co-founders and have both entrepreneurial and industrial experience. PB
brings operational management and financial skills to the operation.
Shreeji Enterprises Pvt. Ltd has a Strategic Alliance with the New Zealand based
company Zespri International Limited to supply the kiwi fruits to India. Pursuant to
our company policy stating "Quality First, Credit Prominent", we process our
KiwiJoos with strict production standard, quality control and sophisticated
processing technology, we at all time provide our consumers the natural and
healthy Kiwifruit juice.
Our Start up costs, listed below, has been financed to date by the investment
from its owners. Following are the parameters:
Particulars
Amount
Land & site development;[x[ acres @ Rs. [y] lakh per acres
xxx
Building and civil works
xxx
Plant and machineries
xxx
Miscellaneous Fixed Assets
xxx
Preoperative expenses
xxx
Preliminary expenses
xxx
Technical know-how and engineering fees
xxx
Contingencies @ 10%
xxx
Capital Expenditure
xxx
Margin money for working capital
xxx
xxxx
Project cost
-2-
Market Analysis
Market Analysis Summary:
One can sense an evolution that the industry has seen with development in the
tetra- pack market, there also has been a natural progression from drinks to
nectars to juices and while traditionally fruit drinks were aimed at children, the
new brands like ‘Onjus, Real, and Life’ have focused on young adults and
professionals.
Although fruit drinks focus strongly on out of home consumption, the juices and
nectars have been concentrating on takeaways or in-home consumption with
more choice coming in, the tetra- pack market is likely to witness further
segmentation.
Packaged fruit juices are getting recognized as social drinks now, with dominant
consumption being observed in the company of family and friends. People have
started to perceive fruit juices as anytime beverages, with consumption being
spread more or less evenly between the mid mornings, afternoons and evenings.
And generation now is as much inclined to sipping fruit juices as colas, with
teenagers driving the maximum trials.
If the findings of a usage and attitude study conducted by market research
agency Indica Research across 1200 adults in Sec A and Sec B households in
Delhi and Mumbai are anything to go by, then its not just champagnes and colas
that qualify as social beverages.
-3-
The results of the research can be briefly put as follows:

Among packaged fruit beverages, the ‘awareness to trial, ratio of PepsiCo’s
Tropicana juice brand has been rated the highest. Up to 17% of the
respondents were aware of Tropicana, while the brand’s trial stood at 11%,
also, 8% of the respondents stocked the brand at their homes. Other
parameters where Tropicana edged out competitors included taste, health,
purity and nutrition, according to the study, Tropicana was also perceiver as
‘reasonably priced’.

The average Indian may have a legendary weakness for mango, but when it
comes to preference of fruit-based juices; his choices are in tune with
international trends. Therefore it is orange juice that is the most preferred fruit
juice flavour in India, followed by apple, sweet orange and mixed fruit.

The findings indicate that most packaged juice drinking consumers travel
abroad on holidays.

Other attributes of branded juice consumers include employment of domestic
help, ownership of assets and credit cards, and health consciousness with
80% respondents going to aerobic classes or working out at gymnasiums.

Understandably therefore, awareness and trial levels of packaged juices are
higher within the Sec A category, than among Sec B consumers, the majority
of whom rated these as aspirational.

Awareness levels are similar in both Mumbai and Delhi; more trials are
generated by Delhities than their counterparts in Mumbai.

The consumers are starting to perceive fruit juices at home. While 55% of the
respondents consumed 1- litre packs at home, 45% consumed 200ml packs.
The fruit beverage market has more acceptances in Northern and Western India,
which is due to the climatic conditions prevailing there with relations to the rest of
the country.
-4-
Market Segmentation:
There has been no general acceptance of the product forms in the fruit beverage
market. The consumer is basically concerned if it is a fruit juice or synthetically
constituted product. Product segmentation, therefore, should be clearly delimited.

Under the fruit drinks the first segmentation is between real fruit drinks and
synthetic drinks.
 The real fruit drinks are based on natural fruit pulp or juice.
 The synthetic drinks are synthetic products with fruit or other flavors.

Broad taste preferences could be another way to define the market. The
market is at present also segmented on the basis of fruit pulp content. For the
purpose of segmentation, on the basis of fruit pulp content. For the
purpose of segmentation, on the basis of fruit pulp content, market can be
segmented as:

Fruit juice with pulp content more than 80%. Brands falling in this
category are Onjus, Real, Tropicana, etc.

Fruit Nectar with pulp content between 40% to *0%. Life and X’s come
in this category.

Fruit Drinks with pulp content less than 40%. Frooti and Jumpin are
the popular brands in this category.

Segmentation could also be on the basis of the benefits provided to the
consumer:

One benefit could be the nutrition content it gives to the consumer
so one market could be the health-conscious segment.

Second benefit is thirst quenching, so the other segment could be
those buying the drink or nectar for satisfying the thirst.
-5-

Another very broad segmentation can be on the type of situation in which
the drink or nectar is used:

People who are on the move i.e. Outdoor use e.g. those traveling.

People who are using it on the breakfast table as a part of their menu
i.e. in-house use.
Players very often choose one or more of such segmentations to differentiate
their product and target market and accordingly plan their distribution and
promotion patterns.
Market Needs:
Consumers usually, are not going to accept something that doesn’t taste good
even if it is good for them or has certain benefits. Companies working to bring a
new food product to the market have two questions—does it taste good and will
consumers buy it?
-6-
Market Trends:
Tropical fruits and flavours dominate the market, yet some consumers are still
hesitant to try unknown exotic flavours like cherimoya, guanabana and
carambola. Companies have found the best way to introduce exotics is in
combination with familiar flavours. A flavour combination that began in the new
age, 5% to 10% juice category, and has spread to other beverage categories as
well as to other products like kiwi, strawberry, etc. stating that it was a small
company that took the risk and won.
Smaller companies lead the way, as they are more willing to try exotic flavours
even though the larger companies have a larger staff and budget, and can afford
to search out the trends. The large companies tend to introduce prototypes that
are pretty well-tested. They are always interested in the next flavour trend, but
usually are not the first to debut it.
Fortified drinks are also gaining market i.e. the juice is processed and an
additional nutritious trait is added to enhance its wholesome value e.g. with
additional calcium, vitamin C etc.
One can notice the population in the country mainly in the cities becoming more
and more aware with regard to the nutritional aspect of life. This knowledge,
coupled with the consumer’s desire for a healthier lifestyle, has greatly impacted
the evolution of juice and juice-based drinks over the last few years.
-7-
Industry analysis:
The Rs 100 crore packaged fruit juice market is estimated to be growing at 20%
to 25% annually, with Tropicana and Real holding 40% market share each.
The market can be categorized in terms of product content and there are three
major product contents available.

Drinks: Juice with pulp content less than 40%,

Nectars: Juice with pulp content between 40 - 80%,

Juices: Juice with pulp content more than 80%,
The canned juice market initially covered brands like NAFED, Noga, Midland,
Gold Coin and Druk. These were fruit juices and nectars and not drinks. But they
did not make a mark in the market due to reasons such as high price,
unattractive packaging and lack of right promotion programme.
Parle Agro’s Frooti, a mango drink, was introduced in the tetra pack in 1985 and
since then has been a leader in its segment. The market has suddenly picked up
since 1994-95 and a few players have emerged as market leaders.
-8-
Leading Manufacturers of Fruit Beverages in India:
Company
Brand
flavours
1. Parle Agro
Frooti
Mango, Guava, Pineapple,
Strawberry & Orange
Appy
Apple
Tropicana
Orange, Nature Sweet, Apple,
Grape, Pineapple, Tomato, Mixed
Fruit.
Slice
Mango, Litchi, Orange & Guava.
Real
Grape, Guava, Orange, Pineapple,
Tomato, Mixed Fruit, Litchi, Mango.
Real Active
Orange, Apple
Jumpin
Orange, Apple
Re
Orange, Apple
Xs
Orange, Apple
5. Coca Cola
Maaza
Mango
6. BBI. II
Tree Top
Mango
7. Voltas
Volfruit
Mango
8. Hindustan
Grapy
Red Grapes, Litchi, etc.
9. HP Agri
HPMC
Apple Marketing
2. PepsiCo Ltd.
3. Dabur
4, Godrej Foods
-9-
10. North East Agro
Mkt. Ltd.
NERAMAC
Pineapple
11. Kerala Milk Mkt.
Milma
Mango, Pineapple
12. Salstar Foods
Regold
Mango, Apple Mixed
13. Mohan Meakins
Gold Coin
Apple Juice
14. Modern Foods
Rasika
Mango, Guava
15. Eastern Fruit
Efil
Mango, Litchi
16. NAFEED
Nafed
Apple, Mango, Processed Guava,
Pineapple, Orange
17. Vadilal Industries
Ltd.
Vadilal
Mango, Pineapple, Orange
18. Himgiri Foods
Himgiri
Mango, Pineapple, Orange
19. Lakhanpal Foods
VAFA
Mango, Pineapple, Orange
20. WIMCO Ltd.
Sunsip
Tropical Fruits Kioces
21. Tims Products
TIMS
Mango, Pineapple, Orange, Guava
22. BEC foods
ROLZ
Mango, Mixed Fruit Juices
23. The Maharashtra
Inds. Development
Corp. Ltd.
NOGA
Pineapple Agro.
[The above mentioned list consists of the brands noticeable in metros and as
such there are a large number of small canning units scattered all over the
country catering to niche markets.]
- 10 -
Imports:
With a whole range of product lines opened up for imports over the past 14
months, these exporters have now full freedom to exploit the huge Indian market.
The fruit juice market in India is not yet large enough to justify investing.
Today the consumer has got a wide variety to choose from as many foreign food
and personal products can come in unrestricted now. The Indian market place
has seen a dramatic increase in the range and quality. There is expected to be
some level of competition in these areas. Quality will have to improve and
manufacturers will have to be more cost effective.
Proliferation of product range is also proving to be a problem for retailers with
limited space on their shelves. With Indian producers also improving and
enhancing their variety, products are jostling for space.
Consumer’s belief in India products too is going up; earlier issues were of
durability and poor shelf life. Now, Indian products have moved up to the next
level. This could make it tough for imported products to make a dent in
established categories, especially where there is a substantial price difference.
The complex sales tax structure In the various states confounds the exporter of
fruit juices for instance, it is myriad varying from state to state i.e. Central sales
tax in Delhi at 85 and in Kerala it is 20%, while Maharashtra has VAT plus octroi
hence fixing prices is quite an exercise and when you add on these, the product
becomes expensive. Right now, sale of imported goods from stores is at the top
end and is small percent of store turnovers. But this is expected to go up in the
years to come. Imports may not really make an impact in the market, but could
allow legitimacy to some of the products that come through the grey market
channel.
- 11 -
The removal of QRs [Quantitative Restrictions] is not expected to have a major
impact on the Rs 100 – crore organised domestic juice market. This could be on
account of the continuance of customs duties at around 30-35% & juices have
been coming into India under the open license policy for over 2 years now. As
such, there has been no change ion the Exim policy for the juice market.
Through industry players are confident that there will not be a deluge of juice
brands but they expect some more additions in this category mainly because this
market is growing and not necessarily as a fallout of Exim policy. They also
believe the stage is not set for any major price restructuring, or price war in the
Indian juice market as yet, as this market is very small still, and normally severe
price wars happen only when the market becomes big.
Both Berri and Ballantyne are among the recent entries in the industry. Berri
fresh juice producer which has 60% of the Australian domestic market and sells
to over 30 countries. The company’s products such as Apple, Orange, dark
Grape and Apricot juices are now available at supermarkets in the major cities in
India. Yet, in the year that Berri has been in the market, it has found the
response to be good. It has gained about 5-6 % of the fruit juice market. For
Berri, whose biggest market happens to be Asia, India is still small. But the
company is serious about growing it. Ballantyne also as Australian company is
also not looking at investment in India at this stage.
- 12 -
Problems with imports:

The imported products on offer in most stores stocking foreign foods reveal
that they are close to their expiry dates.

Most such products available now come through the grey market. Most of
these products, especially those that come from South-East Asian countries,
are imported by agents who supply to stores. As the imported process itself is
a long drawn out affair, often food products land up on shelves quite close to
their expiry dates and there is also a danger then of agents tampering with
expiry dates and consumers buying stale food.

The other problem that retailers face is that since they are dealing with agents
there is a problem of returns of products when they are past expiry dates. Its
not an issue when a retailer is dealing with a company as there is a
mechanism for accepting returns. At times companies are seen to import
through their own channels and supply it to the retailers.

India is a difficult market mainly because of delays at the docks, tariffs and
duties on various products, bribery and corruption and the lack of a cold chain
(for horticulture produce). Things when they arrive do not get straightway into
cold storage i.e. the inadequate infrastructure to handle the distribution of
fresh produce, which causes a rapid deterioration in the quality.
Therefore, while there could be more brands in the organised juice market, the
bigger chunk of the market will, in all likelihood, continue to be with the already
existing players. Fruits and their derivatives are expected to enter India in huge
quantities and once the market becomes bigger and volumes come in, prices of
imported goods are expected to come down.
- 13 -
Substitute:
Fruit juice companies have to face a two level competition i.e. on the first level
with the substitutes and the then the players within the industry. The ‘sip war’ is
comprised of the following players with respect to India.

Soft Drinks (both carbonated and Non- carbonated soft drinks)
Soft Drinks are divided into carbonated and Non- carbonated drinks. While Cola,
lemon and oranges are carbonated drinks mango drinks come Non- carbonated
category.

Flavoured Milk (energy, N-Joy etc.)
Just like fruit drinks Flavoured milk is also positioned on the health platform.
Companies are trying to project it as a fun drink with added flavours and
innovative packaging.

Mineral Water
Fruit drink sellers consider even mineral water as substitute to their offerings.
The main assumption is that packs ensure quality delivery.

Other products
Milk by- products like buttermilk and lassi also serve as major substitutes. They
compete in terms of low price as well as easy availability. These drinks are also
considered important from the health perspective.
- 14 -
Distribution patterns:
Distribution network and reach are vital factors for success of the brands in the
fruit beverage market. It is mainly the distribution strategy that the companies are
focusing upon.
The distribution is mainly done through stockist. The companies also have
franchises that work as a separate entity. Some companies also have their C & F
agents to give the product to the distributors, who further distribute to the
retailers. To co-ordinate the things properly with the distributors, companies keep
their own field force.
Below the figure shows the many ways the companies in this industry are seen to
be operating:
Company’s Manufacturing Facilities
Franchises
Stockist
Agent
Distributor
Retailer
End User
- 15 -
The urban Indian retail sector has traditionally been structured around three
small retail entities—the grocer, the general store and the chemist.

The grocer stocks non packaged, unbranded commodities such as rice, flour,
and pulses, as well as branded fast moving consumer goods (FMCGs)

The general store stocks only branded, packaged FMCGs.

The chemist, a part from dispensing pharmaceuticals products, sells branded
FMCGs such as personal care products and health foods.

Departmental stores and supermarkets.

Others:

Bakeries and confectioners

Fruit juice/ tea stall/ vending machines

Ice-cream parlours,

Electrical and hardware stores and

Non-food boutiques, etc.
These retail outfits stock branded FMCGs that gel with their businesses.
Supply chain integration does not quite matter in the case of the small retailer
because of the small scale of his operations. He normally deals directly with
wholesalers with whom he is able to negotiate rates.
Retail consolidation (consolidation of buying power) among supermarket
operators is unlikely to hurt small retailers simply because it will affect
manufacturers directly, who will not want to compromise on the distribution reach
to offer large volumes to a few big retailers.
The small retailers form an integral part of the wide distribution network set up by
the large FMCG companies. Marketers have also found that private/ store brands
from supermarkets can prove to be a threat to their own brands and hence,
desist from encouraging retail consolidation.
- 16 -
Consumption and buying Patterns:
The Indian lifestyle has a traditional predilection for fresh fruits and vegetables or
those processed at home. People go in for fresh fruits vending from kiosk
fountains, which produce instant juices from fresh fruits in the presence of the
consumer.
One reason is the unavailability of hygienically produced and well- preserved
products with the use of preservatives. The fact that it is packed denies its
freshness. This was also a reason why some of the real but branded fruit juices
launched in the late 1980’s and early 1990’s did not succeed.
Taste is often the secondary consideration in the Indian market for beverages.
Fruit juices also lose on roughage, which is an important part of fruit nutrition.
Few people know the difference between a juice and nectar.
In general, the Indian consumers have become health conscious now and are
looking for healthy and natural appetizing juices. They are moving away from
synthetic drinks to natural and wholesome fruit juices. At present;

Per capita consumption of juices in India is estimated at a fraction of a litre i.e.
200ml.

The consumption of fruit juices in take home packs is estimated at 17250
mnlt.

Consumers go for convenient and economy products.

So small packs are well suited for travelers and children and large
take home packs for families and price conscious people.

Availability in chilled form and brand awareness plays a crucial role in
purchase decision.

This has implications for the need for availability of the product and in
the right form.
- 17 -

While there is no aversion to consumption of fruit beverages by any group,
the main consumers of this market are people in the age group of 30 and
below.


Young adult and teenagers predominantly consume tetra pack drinks.
Brand loyalty is very low, as all the products taste the same.

But brand loyalty is high in case of kids.
▫ Though there is a lot of difference between brand awareness and
brand loyalty.

Consumers are money conscious where the purchase of fruit beverages is
concern.

Consumers are not ready to explore the market.

They do not want to change their taste and are stuck to their old
brands.

Orange and other drinks are slowly picking up and breaking the loyalty
towards old brands.
- 18 -
Main Competitors:
A host of brands are jostling for thirst space. Not just colas but beverages and
fruit juices of all hues are adorning shop shelves. From bottled iced-tea to
branded chhaas, fruit-based drinks and flavoured milk, beverage makers have
gone berserk with product innovation as new variants continue to flood the
market.
Fruit drinks are high on the swig list in summers as it is part of the health fad
sweeping the nation. Health conscious consumers are increasingly giving
aerated drinks the go by and making a beeline for fruit-based concoctions.
Moreover, sporadic controversies about pesticide-infested cola drinks are said to
be driving consumers towards fruit-based drinks as a safer alternative. That is
why even existing players are going all out to pour out new flavours.
Dabur:
Dabur Foods that was set up in 1997 has brands like Hommade, Lemoneez and
Capsico in its basket. The Rs. 37 crore Dabur Foods ltd, a wholly owned
subsidiary of Dabur India ltd ahs two brands of juice in the market, they are;

Real

Real Active
For its Real brand, Dabur is focusing on increasing in home consumption by
targeting mothers and children. It is priced in the range of Rs. 60 to 65 [1 liter]
and Rs 15 [200ml] except for Guava that is sold in the range to Rs 65 to 70 and
Grape that is sold for Rs. 70 to 75. Its ingredients are water, fruit concentrate,
sugar, citric acid and flavours of;

Grape, Guava, Orange, Pineapple, tomato, Mixed Fruit, Litchi and Mango.
- 19 -
The Real Active brand is targeted towards fitness- crazy young consumers. The
drink is positioned on the health plank. It was launched towards the end of 2002.
At the same time, the company plans to position Real Active as its premium juice
brand, while Real would be targeted at consumers belonging to socio economic
categories B and C also. It contains only fruit concentrate and water. It is priced
at Rs. 68 and 70. It is available in the Flavours of;

Apple and orange.
The company was eyeing a turnover of Rs. 60 crore in the year 2001 -02, which
is an increase of nearly 50%. According to the company it ahs seen a growth of
44% in the financial year 2001-02 as compared to 34% in 2000- 01. The
company plans to increase the advertising spends for the brand by nearly 40%.
Today the advertising and marketing budget for the brand by nearly Rs 8 Crore.
The company’s thrust is on increasing in-home consumption therefore they are
mainly targeting the mothers and children.
However, the company has restricted its activities in the urban areas only and
wishes to fully consolidate markets in the cities before looking at the small towns
and rural areas Dabur Foods claims to be the market leader in the pure juice
category such as Punjab, Delhi, Haryana, etc.
- 20 -
PepsiCo:
The Pepsi operations in India are now the part of the new Asian division of
PepsiCo Beverages International formed by the merger of PepsiCola
International, Tropicana and Gatorade, the sports beverage company acquired
from Quaker Oates. Earlier, India was one of the eight business division of the
beverage company that used to report to PepsiCo International in New York
directly. Now it reports to PepsiCo Beverage International Asia in Hong Kong.
PepsiCo Beverage International is a division of PepsiCo Inc. This move has been
prompted by the need to give greater regional focus to new products like
Tropicana and Gatorade so that they become a key element of the overall
portfolio of the US beverage major.
PepsiCo Inc. is one of the world’s largest food and beverage companies. The
company’s principle businesses include:

Frito – Lay snacks

Pepsi-Cola beverages

Gatorade sports drinks

Tropicana juices

Quaker Foods
Pepsi India is already working on a strategy to launch a bevy of Gatorade
products in the country by the end of this year. These are as follows:

Gatorade Thirst Quencher

Gatorade Nutrition Shake

Gatorade Energy Drink

Propel Fitness Water

Gatorade Energy Bar
It is also planning to give a major thrust to the juice business through the launch
of a host of new products under the Tropicana brand name i.e. on the health and
energy platform. PepsiCo has so far invested around Rs. 100 Crore inn ready to
drink juice segment where the company has two brands Tropicana & Slice. It has
14 plants in India producing fruit juices & 2 of them work on tetra pack.
- 21 -
Tropicana:
Tropicana entered the country in 1998. Tropicana is currently imported in a
concentrated form, which is later reconstructed at a plant in Baramati, near Pune
and vacuum packed into tetra packs after paying an import duty. It covers around
18 cities of India. The factor of its success is that it has a tightly controlled
distribution system on top of an equally controlled production and this in turn
helps it keep its taste constant and the company boasts of it too.
Tropicana Beverage Co. recently announced the company’s inclination towards
bringing in an entire series of juices and other health drinks from its international
portfolio into India in the coming years. The Tropicana brand, per se, has been
positioned on the ‘health’ platform.
Pepsi also plans to give its juice brand – which has seen many hurdles in the
nascent and niche juice market – a renewed thrust in the coming days. A price
revision of the brands is also on the anvil.
Since 2001, Tropicana roped in celebrities in the field of nutrition and health to
sell its brands. Under which they got renowned people in the field of health to
recommend their clients to use their brand. The list of names included the likes of
Anjali Mukherji, Sabina Sehgal Saikia and Vandana Luthra, who promote the
brand, positioned as a health drink, to their upwardly mobile clientele. Even
celebrity doctors and pharmacists were included in its list of marketers.
Tropicana is also sold through various health clubs like Talwalkars, Personal
Point, etc. in Mumbai and Delhi. In the past as a part of its promotional activities,
the company had conducted a ‘Tropicana Health Run’ in the capital, slated for
World Health Day, which was on April 7, 2001. Tropicana also runs a programme
called ‘The Tropicana Club’ under which every time one buys a pack of
Tropicana he earns points which he can collect and exchange for a wide range of
- 22 -
gifts and also, as a member he gets unique offers, exciting gifts and interesting
information on keeping fit and looking good.
The company is seen to intensify its distribution network, with a greater thrust on
large institutions. Apart from retail and consumer – level promotions, Tropicana is
being promoted through health bulletins and health leaflets. The company
intends to continue with its ‘unconventional’ retail thrust. Apart from the 20,000 to
25,000 outlets across 18 cities that Tropicana has a presence in, the brand is
being placed across gymnasiums, fitness centers in 5-star hotels, coffee shops,
airlines, hospitals, offices and health stores. These points of consumption are not
consequential in providing high volumes, but important from the imagery point of
view. Typically, non-retail stores have been contributing 12 – 15 % of the brands
sales. Tropicana evokes a high brand loyalty among health – conscious middle
and upper-middle class segments. The company is seeking to project itself on
the health platform and has an ad spend of around 20% of its sales.
The brand’s existing tagline of ‘Taste of Good Health’ has now got an extension
statement of ‘Don’t forget the juice’, ‘Tropicana 100% pure fruit juice’. Tropicana
is packaged in a 200 ml slim pack [which replaces its 250 ml pack] and 1-liter in a
flat pack tetra pack. The company is seen to run promotions in coordination with
its other offering like a scheme where 16 gm pack of Lays Magic Masala that
comes free with a 200 ml pack of Tropicana. Worldwide, Tropicana has a host of
juice brands under its belt. Brands like Twister, Dole, Looza, Fruvita and Juice
Bowl, which could find their way into the Indian market in the coming years. It has
decided to make changes in the composition of its juices to suit the Indian taste
buds. For instance, realizing that Indians like a sweet flavour, it decided to launch
a separate sweet orange juice product specifically for the Indian market. Since it
could not dilute its juice content, it decided to substitute part of it with grape juice
to make it sweeter. Even it’s launched tomato and mixed fruit juices have been
altered to suit the Indian palate.
- 23 -
Currently, in terms of market share, Tropicana is believed to trail behind rival
Real (Dabur) but is not far behind and also has close to 40% market share of the
estimated Rs 100 crore branded juice market.
Pepsi sets the pace for backward integration of Tropicana, as a first step towards
backward integration for its pure juice business Tropicana is foraying into contact
farming of citrus fruits like oranges and Keanu. Punjab- Jallowal – has been
chosen as the location for the project. The 3 phase project involving trials,
nursery and contract farming, is being pursued jointly by Pepsi and the Punjab
Agro Export Corporation. Through in its infancy at the moment, the project vision
however is of about seven years. If successful, it would mean 100% localization
of orange juice and it becoming the supply center to other regions.
A present Tropicana has the following flavours:
Orange, Nature Sweet, Apple, Grape, Pineapple, Tomato, Mixed Fruit.
Slice:
PepsiCo in 2002 poised to make deep inroads into juice drink segment in India
with seven new variants of its ‘Slice’ brand. For the first time in company’s
history, a ‘Litchi’ variant of Slice was introduced. Apart from that, a guava and
Orange flavours was also being offered. Apart from 200 ml slim line cartons
priced at Rs 10 each, Slice juice drinks is subsequently made available in 250 ml
returnable glass bottles as well.
The company invested significantly to bolster the Slice brand in the year 2002
and plans to invest heavily through the year while Slice is now available in litchi,
orange, mango and Guava flavours, they are expected to be soon joined by Slice
Cocktails.
PepsiCo is sourcing litchis from Muzaffarpur, guavas from Karnataka and
Allahabad, and mangoes from Ratnagiri.
- 24 -
Mangola:
Mangola, the other fruit-based beverage in the PepsiCo’s list, has a healthy
presence in Maharashtra. Pepsi Foods acquired Mangola, originally a brand of
Duke’s, when it officially stepped into the domestic market while Mangola’s
distribution is restricted to Maharashtra; Slice is available in all markets.
Pepsi, in association with foods and toiletries major Hindustan Lever, launched
Lipton Iced Tea in returnable glass bottles and PET bottles. It has also
introduced Mirinda in apple and strawberry flavours. Pepsi had earlier said they
planned to reduce their dependence on cola and bring it down to 40 per cent of
total sales in the next few years. Pepsi came on aggressively with its "Oye
Bubbly" campaign. Coca Cola promised consumers a date with Aishwarya Rai
with its "Thanda Aish Cash" promotion. It also promoted ThumsUp through
March and April with its "Hai Dum?" campaign featuring Bollywood actor Akshay
Kumar.
Parle Agro:
Parle Agro Private Ltd is looking at product expansion in its various business
segments to sustain growth in a sluggish market. In the fruit drink segment where
Parle Agro has a hugely popular product ‘Mango Frooti’, it is planning to get into
orange and pineapple under the same brand of Frooti. While orange pulp will be
imported from Brazil, pineapple will be sourced from Thailand.
At the same time, it has also embarked on stretching the franchise of its existing
brands—Frooti, Appy and Bailley Mineral water. It knows the market and has
sustained its brands in spite of the huge unorganized segment. Besides, the
company will use its existing distribution network to get into the new categories.
At the moment, its only advantage is its distribution strength.
- 25 -
Parle Agro boasts of a franchise network which few can match. It has two
different sets of franchisees for its packs (11 franchisees) and mineral water (18
franchisees) that manufacture and distribute its brands. It ahs also attempted to
venture into direct distribution by engaging special trucks to transport its brands
to retail outlets. For instance, in Mumbai, it has 50 trucks plying between its
factories and the outlets. Besides, future plans include introduction of the same
direct distribution system for its franchisees across the country.
Flushed with funds after selling of its portfolio of soft drink brands, Thumps Up,
Limca and Mazza and bottling facilities to Coca-Cola the company has enough
cash and this is evident since it has not got listed. It also has a massive
distribution network to reach its end consumer. Besides, the goodwill of the Parle
brand is a great help in its new ventures.
The ‘fresh n juicy’ Frooti brand, is dominating the packaged fruit based drinks
category since its launch in 1985. Frooti Mango, which has 75% market share in
tetra packs, grew by a modest 4% in 2001 according to ORG-Marg data. Larger
pack sizes (1 liter) and more pure juices (such as orange and pineapple) would
soon appear under the Frooti brand, taking on the existing competitors in these
flavours and sizes – brands such as Tropicana, Real and Onjus.
Frooti has always been positioned as a drink for kids but now the company is
looking forward to position it as a drink for the youth, especially, the college going
teenagers. This was the basic rationale behind the Digen Verma Campaign,
where a real life, down to earth person, who, like any college student likes to
bunk classes, is a good sportsman and is a popular figure in the college, with
whom the teenagers could actually associate themselves with Digen Verma.
Parle Agro’s product portfolio includes Appy, Frooti and N-Joi (a milk base drink,
which are priced at Rs 10. New PET bottles have been introduced in 1 liter and
500 ml for mango Frooti at a price of Rs 28 and Rs 18 respectively. It has
- 26 -
recently introduced a green mango flavour in the tetra pack and is also priced at
Rs. 10. Parle Agro’s has an enormous distribution reach of 10 lakh outlets,
including leading hotels and restaurants, eateries, super – markets, and paanshops. Meanwhile, Parle Agro is planning to tap the rural markets with its
strongest brand Frooti. There are plans to set up a separate distribution in the
product itself.
In keeping with market sentiments, cola biggies Coca Cola and Pepsi, too, are
focusing on innovation in their non-cola portfolio. Coca Cola has launched Maaza
in pineapple and orange variants in 125 ml tetra packs and large family packs. It
recently started a new facility in Bareilly to cater to the growing demand for
Maaza in north and central India. It is learnt that the company is also set to
launch some "niche" products.
Parle Agro has seen a trend towards fruit-based products. Parle Agro spent Rs 5
crore (Rs 50 million) to relaunched its flagship mango drink, Frooti, with modified
packaging and a new ad campaign. It launched a guava drink, Frooti Guava, in
Mumbai and other western regions in 65ml packs priced at Rs 2.50. The
company is now out with Appy Fizz, an aerated apple drink in champagneshaped PET bottles. Launched in Bangalore, it is being rolled out in Kolkata and
Chennai in 500 ml and 300 ml packs retailing at Rs 25 and Rs 18, respectively.
The 60 million case fruit beverage market never had it so good. Of the Rs 7,0008,000 crore (Rs 70-80 billion) drinks market, fruit beverages account for Rs 500
crore (Rs 5 billion), growing at 25- 30 per cent annually. Like most drinks,
summer accounts for 65 per cent of total sales.
- 27 -
Godrej:
Godrej Foods Limited is into the business of manufacturing and selling
processed foods and trading of vegetable oil. The company has a number of
leading cooking oil brands like CookLite, Godrej and fruit juice brands like
Jumpin, Xs, refresh in its product portfolio. The company’s main source of
revenue is its oil trading business, which makes performance of its business
highly dependent on commodity price trends.
It has 3 fruit beverage brands in its product portfolio, while Jumpin and Xs are
national brands, Refresh is available only in states of UP and Rajasthan.
Jumpin:
Jumpin brand is positioned as a fruit drink. It is available in the flavours of
orange, pineapple, apple and mango. Jumpin is available in 200ml and the price
for all the flavours are Rs 10.
Xs:
Xs is targeted towards adolescents positioned as nectar drink. Xs is available in
following flavours litchi, mango and guava and it is priced at Rs 15 for the 250ml
pack.
Refresh:
Refresh is positioned as a mass market drink but targeted towards adults.
Godrej Industries' foods division with its XS fruit juice launched in 1998 in litchi,
guava and mango flavours. Exotic blends of Godrej include fruit juice Berry Blast
(strawberry-cherry-black currant) and Triple Tickle (apricot-peach-apple). The
new range is priced at Rs 15 for 200 ml and Rs.65 for 1000 ml. Godrej Foods,
"The idea is to come out with exotic flavours that will combine great taste with
attractive packaging for the youth." With the new offerings, he expects to see a
30-40 per cent rise in sales.
- 28 -
Gujarat Co-operative Milk Marketing Federation:
(Amul)
Pitching in to pose further competition to the colas is the recent launch of Amul
Masti chhaas by the Gujarat Co-operative Milk Marketing Federation. Amul
has also added two new variants -- strawberry and mango flavours -- to its milk
drink brand Amul Cool. Amul are currently selling 400,000 units of Amul Cool per
day with six flavours. That is 23 per cent higher than last summer, when they had
just four flavours. Coming next from the Amul stable is Cool Cafe, a coffee drink
to be launched in Mumbai, Delhi and Gujarat.
Retailers, however, say that while such efforts lead to a temporary revival in
offtake, sales tend to slacken once the promotions end.
- 29 -
Product
Kiwi fruits are small oval fruits with
a thin brown skin, soft green flesh
and black seeds. They are rich in
many
Vitamins,
flavonoids
and
minerals. In particular, they contain a
high amount of Vitamin C (more than
oranges), as much potassium as
bananas and a good amount of betacarotene.
Anti Oxidant properties of Kiwi Fruit
It is important to note that kiwi fruits contain a remarkable amount of Vitamin C, E
and A. Vitamin C is a water-soluble antioxidant that has been proven to protect
our body from free radicals, dramatically improving the health of individuals who
consumed it regularly against all kinds of disease, from cardiovascular problems
to cancer and obesity. Vitamin E has been proven to have similar effects, but is
fat-soluble and thus is complimentary to Vitamin C in its functions. Kiwi fruits
contain both these vitamins in high amount, which help protect our body against
free radicals from all fronts. Kiwifruit seed are where the most of the Vitamin E
and dietary fiber are found.
Kiwi fruits have a high fiber content
The high content in dietary fiber helps improving diseases such as diabetes, by
controlling sugar levels, and cancer color, since fiber binds to toxic compounds in
the colon and helps us expel them. Fiber has also been proven to reduce
cholesterol levels, improving the conditions of patients with cardiovascular
diseases and lowering the probability of heart attacks.
- 30 -
Summary of Kiwifruit Health Benefits
Eating kiwi fruit is clearly a healthy choice, particularly useful in these cases:

Prevents Asthma

Prevents wheezing and coughing, especially in children

Protects our DNA from mutations

Provides a healthy amount of antioxidants and vitamins

Helps prevent colon cancer thanks to a high fiber content
- 31 -
Kiwi Fruit Nutrition Content Research
Nutrient
Content
Gold Kiwifruit
Green Kiwifruit
Main Functions
181 ug/100g
（Flesh）
158 ug/100g
（Flesh）
Stabilize VA、Inhibit Oxidation &
Free Radicals Prevent
Tumor、Improve
Fecundity、Slow Aging
Vitamin E
（Bearing
Phenols）
3.025 mg/100g
（Seed）
2.72m g/100g
（Seed）
Inhibit Oxidation、Enhance
Immunity、Participate In DNA
Synthesis、Slow Aging Inhibit
Mutation、 Prevent Cancer
Vitamin C
（Anti-Scurvy
Acid）
135.96 mg/100g
（Flesh）
154.95 mg/100g
（Flesh）
Accelerate Collagen、Synthesis
Stop Bleeding、 Accelerate
Amino Acid Metabolism、Inhibit
Oxidation、Activate
Folacin、Expel Toxin
Chlorophyl
481.50 ug/g
（Peel）
222.51 ug/g
（Peel）
Prevent Inflammation、 Inhibit
Cancer、Detoxification
Accelerate Wound Close、 AntiCholesterin
Arginine
0.0953%
（Flesh）
0.0463%
（Flesh）
Se
3.17 ug/100g
（Seed）
1.53 ug/100g
（Seed）
Inhibit Oxidation Prevent
Cancer、Protect DNA Inhibit
Mutation、Prevent
Cardiovascular
Diseases、Slow Aging
Polysaccharide
4.56 g/100g
（Peel）
3.44 g/100g
（Peel）
Inhibit Oxidation、Prevent
Cancer、Inhibit
Mutation、Repair & Shield
Cells、Lower Blood
Glucose、Improve
Immunity、Accelerate DNA
- 32 -
Provide Baby Need Amino
Acid、Accelerate Immunocyte
Activity、Promote Secretion of
Growth Hormone Prolactin and
Insulin
Synthesis、Strengthen Marrow
Hematopoiesis
Polyphenol
4.56 g/100g
（Seed）
8.47m g/100g
（Seed）
Monkey Peach
Alkali
0.82 %
（Seed）
0.83 %
（Seed）
- 33 -
Inhibit Oxidation
Convergence、Stop
bleeding、Antiseptic、Prevent
Cardiovascular Diseases
Sedation 、Reduce Blood
Pressure 、Improve Sex
Function
Product Description:
This product is actually a mix of 20 percent pure kiwi juice, water, and cane
sugar. With a strong, accurate kiwi flavor, this could actually turn out to be a
pretty tasty orange juice substitute – a possible motivation for placing a highvisibility Vitamin C label across the front of the package.
1) Kiwifruit Juice in 250ml PET Bottle
Product code: KS250ML
Description: Kiwifruit Juice
Packing: 24 X 250ml
Gross Weight: 12.5kg
Approx. Qty per 20ft FCL: 1400 Cartons
This Ready-To-Drink variant offers an option to retail operations catering to
customers looking for healthy, thirst quenching single serve options. The welldesigned packaging ensures that it stands out whether it be displayed in normal
shelves or walk-in chillers.
It is also ideal for foodservice operators looking to offer single serve items on the
beverage menu. Inventory control becomes less complicated and KiwiJoos are
definitely a refreshing addition to any beverage menu. Stored at an ambient
temperature away from direct sunlight or heat, the product has a shelf life of one
(1) year from date of production. It should be consumed immediately upon
opening and KiwiJoos are best served chilled. MRP of this 250 ml bottled drink
will be Rs. 30.
- 34 -
2) Kiwifruit Juice 1.2 liter Concentrate
Product code: KC25FFM
Description: Kiwifruit Concentrate
Packing: 12 x 1.2lt
Gross Weight: 16.5kg
Approx. Qty per 20ft FCL: 1008 Cartons
This product comes attractively packaged in a 1.2 Litre PET Bottle with a
recommended dilution rate of One (1) part concentrate to Seven (7) parts water.
This variant offers value for money and convenience for those with large families
or entertains frequently.
It is also ideal for the foodservice establishments as it requires minimal storage
space and no refrigeration is required, allowing them to cater for large functions.
Stored at an ambient temperature away from direct sunlight or heat, the
Concentrate has a shelf life of one (1) year from date of production. Upon
opening, the product should be kept refrigerated. KiwiJoos are best served
chilled. MRP of this 1.2 Lt bottled drink will be Rs. 130.
- 35 -
3) Kiwifruit Juice Drink in Tetra Brik Aseptic 1litre and 2 litre Slim line Re
Cap
Product code: KS01TPSL
Description: Kiwifruit Juice Drink
Packing: 12 X 1lt, 12 X 2lt
Gross Weight: 13kg
Approx. Qty per 20ft FCL: 1350 Cartons
This Tetra Brik variant is UHT processed, contains no preservatives and comes
with a convenient re-sealable non-drip spout. It is an ideal choice for active
families or individuals who want a convenient yet nutritious thirst quencher. With
this addition, KiwiJoos has now a wide range of packaging choices to suit both
consumers and retailers.
Foodservice operators looking for a shelf safe; space saving re-sealable
packaging can now opt for this variant. The Tetra Brik variant has a shelf life of
one (1) year from date of production when stored at ambient temperature. Keep
away from direct sunlight and heat. Keep refrigerated upon opening. KiwiJoos
taste best when served chilled. MRP of this 1 lt Tetra pack will be Rs. 90 and
MRP of 2 lt Tetra pack will be Rs. 180.
.
- 36 -
4) Kiwifruit Juice in 5 litre HDPE Tub
Product code: KS05FFM
Description: Kiwifruit Juice
Packing: 24 X 5lt
Gross Weight: 23kg
Approx. Qty per 20ft FCL: 840 Cartons
This is a Ready-To-Drink variant ideal for foodservice operators catering for large
volumes. The product offers a refreshing change to your beverage menu and is a
versatile ingredient for concocting cocktails or other non-alcoholic cocktails.
Storage is convenient, as it requires no refrigeration. The product has a shelf life of
one (1) year from the date of production when stored at ambient temperature away
from direct sunlight and heat. The product should be kept refrigerated upon opening.
KiwiJoos are best served chilled. MRP of this 5 lt HDPE tub will be Rs. 400.
Future Products:

Aerated Kiwi drinks

Kiwi Kraze (Kiwi-apple-lemon)

Gold Kiwifruit Juice
 Kiwi wine
- 37 -
Packaging:
Juices can be found in every type of packaging. In early days, cans and glass bottles
were the only available types of packaging. Today, the assortment includes PET
bottles, sports bottles and brick packs.
Introduced to reduce shipping weight or to allow small children to pour their own
juice, PET bottles provide another benefit: shatter- resistant properties. Juices found
in refrigerator case typically come packed in gable-top cartons. The newest
innovation in cartons is the re-closable plastic cap. Some single- serving juice drinks
come in sports-top PET bottles. Some companies concentrate on proprietary
packaging, with easy grips or unusual eye-catching shapes.
Packaging is an important part of promotion today hence the company has decided
that KiwiJoos will be served in transparent PET bottles for all the quantities and will
carry the company Logo/ Symbol, nutrient value of the juice and the statutory
requirements like the ingredients etc.
- 38 -
Key Success Factors:

Processing and Packaging technologies used:
State of the art production and packaging technology is a must in this industry. This
gives an edge in packaging and ensuring freshness of product besides enhancing
the image.

Distribution Strategies, Logistics and reach in the market:
A strong distribution network is essential for ensuring availability to fight competition
from the other players and also the substitute that have a strong distribution reach.

Regional taste preferences:
Companies should take into account the regional taste preferences and build
products to serve the same. Various concoctions and formulations in the US and
other foreign markets suggest that such strategy is necessary to live the image of
the company and remain in the forefront.

Product portfolio and variants produced:
Innovations in terms of ethnic flavours and mixes will pay off. With respect to
“KiwiJoos” we must make sure we increase our product baskets as we can’t exist
with only one flavour and many flavours will also help in leveraging and ensuring that
there is optimum utilization of resources.

Sourcing of raw materials:
Global sourcing strategy will give an edge over other players in terms of both cost
and quality advantages.
- 39 -

Flexible and effective marketing mix:
The product mix, promotional mix, pricing mix and distribution mix should be made
effective and should be flexible in all sense it should help us to combat the primary
competitors i.e. players in the fruit beverage market and the substitutes i.e. soft
drinks, flavoured milk, mineral water and unbranded sector.

Strategic alliances and joint ventures:
Strategic alliances and joint ventures help in gaining competitive advantage in
packaging, distribution and product formulations.
- 40 -
SWOT Analysis:
Strengths:

Innovative flavour hence we are bound to get the attention with proper
communication.

Committed, capable and ambitious management.

We can gain incentives as we will be a SSI and so we can pass these to capture
more market.

Flexibility in our operations as initially we will be confined to few cities so can
focus our efforts on the tasks.
Weakness:

Our distribution set up initially will be weak when compared to the others in the
market.

Kiwi as a fruit is new in the market and not all people take the risk of
experimenting with taste.

We are entering the market with only one flavour and our next flavour will be out
only after six months of the first launch.

Our financial constraints with respect to our competitors demand that our
resources are used optimally.

We will not be able to price our product lower than the others in the market as we
have a longer distribution channel and managing this channel also will be an
important task. Also as our product is not available in India its cost of acquiring
increases and therefore it cannot be sold at a low price in the initial stage.
- 41 -
Opportunity:

The market is in a growing stage and fairly small in terms of market share as
compared to other thirst quenching and healthy drinks so at this stage our entry
is expected to be noticed.

The market has a presence of only few players and they are not too aggressive
in their acts.

More and more people in the urban areas are getting health conscious and are
making fruit juice a part of their daily diet. Hence the market is growing.

The government policies are expected and are showing trends to encourage the
food processing industry.

The kiwi fruit can be then cultivated in India in the regions of Himachal Pradesh,
Uttranchal Pradesh, Sikkim, Arunanchal Pradesh, Meghalaya, Jammu and
Kashmir and Nilgiri Hill, to cut down the cost of imports of the fruit.
Threat:

Our competitors are deep pocketed and they could harm us by getting
aggressive in their promotional activities.

The competitors have strong brand images in the market because of their other
businesses and their presence in the market from an early stage.

Indian market has characteristic of serving a wide variety people which is a
challenge for all the marketers.

Others can adopt the flavour and the value of a unique flavour could be
neutralized soon.
- 42 -
Marketing Strategy:
Marketing Summary:
Pursuant to our company policy stating "Quality First, Credit Prominent", we process
our KiwiJoos with strict production standard, quality control and sophisticated
processing technology, we at all time provide our consumers the natural and healthy
Kiwifruit juice.
KiwiJoos is a new flavour in the market and the company is also new so its
marketing budget cannot be limited. So the strategy will be to enter the market with a
big bang. Developing visibility and brand equity is the key. KiwiJoos will be
advertised in different media with respect to our target market i.e. the women of the
house and children who are an important influencing factor in today’s scenario. The
teens are the most who like to try out new and different products so even they are an
important target audience.
In addition to the advertisements which will be used to drive consumer sales,
KiwiJoos will leverage a networking campaign with respect to the distributors and
sale promotion at the points of purchase i.e. local restaurants, gyms etc. to drive
commercial sales.
KiwiJoos will be on the shelf in all markets by 15 th February, the company will start
supplying its stock by 6th February. The promotional activities will start from 12th
February.
Mission:
KiwiJoos mission is to provide the highest quality of fruit juices. We exist to attract
and maintain customers. When we adhere to this maxim, everything else will fall into
place. We will ensure that our products will exceed the expectations of our
customers i.e. we develop a competitively superior value proposition and valuedelivery system.
- 43 -
Marketing Objective:

Maintain positive and steady growth each month.

Experience an increase in new customers i.e. we have to ensure that our
products have a high trial rate which will help us to turn these new customers into
long term customers.

Generate brand equity at the markets we are catering to as well as within the
supplier and distribution networks.
Financial Objectives:

Realize a 3% increase in the gross profit margins through efficiency gains every
year.

Reduce the logistic cost associated with product delivery by 10% by the end of
the first five year of operation.
Target Markets:

The women of the house

Children

The teenagers

In-home consumption

Out of home consumption
The women of the house and children are an important influencing factor in today’s
scenario. As the KiwiJoos contains lots of health benefits, the women who care for
her family wants her family to be healthy and so are they are targeted.
The children are attracted to the beautiful ads and demand for the products as they
want to experiment things just for the sake of it or for their self satisfaction.
- 44 -
The teens are the most who like to try out new and different products. Today’s teens
are the most health conscious and put in lots of efforts to be healthy. So even they
are an important target audience.
In- home consumption:
This group of people buys fruit juices for home consumption and in many case
treated as grocery item and is on the shopping list and forms an important part of
their diet.
For an average Indian population juice consumption is seen as a luxury and is a very
urban phenomena as people in the urban are getting more and more health
conscious and relating and accepting juices as a healthy social drink. These people
are typically sophisticated and are exposed to the idea of healthy living and are
concerned of the well being of their families.
Usually the lady of the house takes the buying decision but she is influenced by her
offspring’s many times to the extent of brands and flavours.
One of the strong characteristics features which is common throughout our target
audience is that it is considered that juice is fresh only when it is extracted on the
spot for consumption purpose and it is considered to be better than the packaged
ones available in the market. This mind set will have to be changed and the
customers will have to be convinced that KiwiJoos is fresh, has all the nourishments
intact and is available without the hassle of extraction for consumption.
- 45 -
Out of home consumption:
This consumption pattern is usually observed in people who feel the need to quench
their thirst, get refreshed or both. These types of people are important of KiwiJoos as
they are the people who will try the product in small quantity and give us an in road
in the home for in home consumption, which is our focus area.
If this segment is satisfied then they will start personal use of KiwiJoos and they will
also act as a source of mouth - to - mouth publicity, which is considered to be one of
the best in its kind.
This segment is challenging one as there is a dual pattern of consumption which
mainly exists here i.e. firstly an individual decides if he/she would like to have a fruit
juice or a substitute like carbonated soft drinks, water, flavoured milk, etc. then if
he/she chooses fruit juice, they have to chose from the available alternatives then he
makes a choice among the available brands with respect to the perceived value and
its cost.
Such type of consumption is usually seen;

On roads i.e. in front of the general stores, railway stations, bus stands, airports
etc.

Entertainment zones like amusement parks, cinemas, parks, theaters, etc.

Eating-places like restaurants, college canteens, hotels, etc.

Working places like offices, aerobics classes, gymnasiums, places of worship
etc.
The key to serving this segment would be to be available and visible at points of
purchase and including the person to buy, with effectively communicating to them
that KiwiJoos is a healthy alternative to satisfy the thirst ensuring taste, fun and good
health.
It is positive that fruit juices are being perceived as anytime beverage. Generation
now is as much inclined to sipping fruit juices as colas, with teenagers driving the
maximum trials.
- 46 -
Positioning:
KiwiJoos will position itself as a no – compromise drink where a person does not
have to make any compromise with the fun element of having the refresher and the
health element and that it is also socially appreciated/ accepted.
It will be communicated to the customers that nor do they have to make any
compromises and that nor do the producers make any compromise in bringing them
KiwiJoos which is made from fresh kiwi fruit and is produced under a well controlled
and a healthy environment.
To put our point forward initially we will be using the tag line:…………………….and
we will be promoting the kiwi flavour as “Exotic Kiwi”.
Brand Logo:
Strategies:
The single objective is to position KiwiJoos as the natural and healthy Kiwifruit juice
in the cities it is served, commanding a 30% market share within 5 years. The
marketing strategy will seek to first create customer awareness regarding product,
develop the customer base and work towards building customer loyalty.
KiwiJoos seeks to communicate the message that it is the natural and healthy
Kiwifruit juice in the market and will help them in not compromising on fun and health
and that a customer can have both.
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This message will be communicated through a variety of methods with the
communication tools/ promotional mix.
The advertisements will be for the purpose of building and registering KiwiJoos as
natural and healthy Kiwifruit juice and not only for our introductory flavour but also
for the flavours in future. The ads and the promotional activities will be concentrating
only on the cities in which KiwiJoos is served hence the main weight age will be
given to the local media and advertisement on the national level only to the objective
making our presence felt.
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Marketing Mix:
Marketing mix comprises of approaches to price, distribution, advertising and
promotion.
Pricing:
Price is the marketing mix element that produces revenues, the others produce
costs and it is also one of the most flexible elements as it can be changed quickly,
unlike product features and channel commitments. India is known as a price
sensitive market i.e. an Indian customer wants more value at low price.
The company’s objectives with regards to pricing is to survive the resistance from
the existing players, maximize profits and increase its market share in the five cities
it is catering.
KiwiJoos’s pricing will be a premium pricing. As we are targeting the sec A and sec
B of the middle class and also the Elite class the price must be affordable to
consumers. Consumers are ready to shell out little extra money for the exotic and
classic drink that has many health benefits. Even though we are catering only one
flavour initially the pricing is close to the competitors pricing.
KiwiJoos will be priced as follows:
250 ml – Rs.30
01 liter – Rs. 90
1.2 liter – Rs. 130
02 liter – Rs. 180
05 liter - Rs.400
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Distribution:
The distribution or reach factor is a marketing mix element that needs to be
monitored over a period of time. Unlike product improvement or positioning
strategies that are extremely sensitive to consumer preferences and changes,
distribution inertia could dawn on the company over a period of time. An attempt to
link distribution with the changing environment will ensure that a great deal of slow
damage is averted. As consumer behaviour changes, competition picks up and the
product moves through its life cycle, new channels may have to be considered,
evaluated and chosen.
The company Shreeji Enterprises Pvt. Ltd has its KiwiJoos manufacturing and
packaging plant in Nasik. The Kiwi fruits will be imported from New Zealand based
company Zespri International Limited.
The company will be moving in the first phases i.e. the first year we will have an aim
of entering only few major cities of India and establishing our brand with Kiwi flavour
which will be seen as a launch-pad for our other offerings i.e. flavours. The initial
launch will be in the following cities:

Chennai

Bangalore

Delhi

Mumbai, Pune and Nasik

Kolkata
The transportation to the cities will be basically through rail and road depending on
cost effectiveness. The inventory level will be decided with respect to the season
and in coordination with the distributor and the company representatives. The
company will have its representatives positioned at each city that will coordinate with
the distributors and the company will interact with the retailer’s inorder to ensure the
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company first hand information about the product with relation to the customers.
There will be 5 representatives stationed at each city who will have to make 40 calls
a day in their respective territories.
To keep the channel active and result oriented following initial steps will be taken;

They will be given discounts on cash purchases.

The goods will be available on credit basis also.
Retailers have to be segmented based on Volume, exclusiveness, complementary
products handled and basic requirement of refrigeration facilities, which is a must for
our product. These factors will be given consideration before incentive schemes are
worked out.
KiwiJoos will be marketed through different channels. All different sizes will be
available at places where buyer buys products in greater volume;

Supermarkets

Discount stores like Big Bazaar, Apna bazaar, etc.

Hyper Mall

Petrol pumps

Chemists, General and Convenience stores

Health clubs, Gym, Gymkhanas etc.

Entertainment zone: Theaters, Cinemas, Parks, Amusement parks, Game
Parlours etc.

Ice-cream Parlours

Hotels & Restaurants

Bakeries
In certain areas such stores may not exist so in these areas the bottles will be
available at specific stores at the discretion of the representatives and distributors,
these stores should be able to serve the basic idea.
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The effectiveness of our channel will only be known when we assess our chosen
channel on the following criteria:

Are the customers expectation been met by us?

Are the channels serving the targeted segments?

Are our intermediaries motivated?
Future thought on distribution:
In our category if we are to become a national brand we will have to have a number
of manufacturing plants close to markets to ensure savings on distribution costs
which in turn could our brand a competitive edge with regard to the pull at the retailer
level through good margins to the retailers.
In the plan to go international our KiwiJoos will be available in Japan, France,
Greece, Hong Kong, Macao and China mainland in the future.
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Promotional Strategy:
The promotional efforts will be on two fronts i.e. on our direct customers and the end
consumers. This should ensure KiwiJoos a push from the distribution and a pull from
the customers.
All our promotional efforts should serve some basic criteria like the activities should
carry a feel good appeal and should enhance emotional attachment of the target
with KiwiJoos.
KiwiJoos will be advertised in cost effective media like newspapers, radios,
hoardings, at bus stands, and the most important and effective will be through TV
advertisements. There will be some cosmetic variations of these advertisements
when they are launched across the country. Regional celebrities who appeal to
consumers may also be used in advertisements intended for various regions these
celebrities will represent our positioning.
Sales Promotion:
We will be tying up with few other marketers and piggy backing our product on
theirs; this is expected to give us access to the shopping list and homes of our
target. Marketers that we intend to tie up with will be the ones that have a place in
the shopping list of the lady of the house e.g. branded wheat, salt, frozen
vegetables, magazines etc.
The company will also tie up with supermarkets and other stores, which are mainly
volume oriented, by piggy backing our product on their in-house products. Both the
above routes will help us in sampling our products to our target customers and in the
right manner.
Attention will be given to the presentation part too, POP materials, store displays,
stickers etc. will be used to create awareness at the retail outlet.
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Advertising:
Advertising will be exercised with a media mix, which will consist of:

Print Media:
Print Media will be used in the form of news papers of various languages. Print
media will be mainly used with a purpose of communicating and complimenting our
sales promotion schemes to pursue and gives us visibility.

Audiovisuals:
Television as a media will be used to inform the qualities and benefits of KiwiJoos
and give us visibility and build the brand image with the customers. The
combinations of TV channels will be used at different intervals. The channels will be
selected keeping in mind our target i.e. the lady of the house – channels showing
good TRP ratings for their soaps; the influencers i.e. her offspring – music, movie
channels, cartoons, etc.

Audio:
Radio will be a key element in our media mix as it is cost effective and will cover our
catering cities precisely. Under the brand name we will be running contests,
sponsoring programme, etc. This will help us reach out to our target audience and
the influencers.

Outdoor:
Outdoor communication will be done to help us get the visibility i.e. with the help of
Hoardings, which will be placed at areas that are prone to traffic jams and at toll
Stations. Railway stations in Mumbai will be a good target area for such print media
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as it also has maximum visibility because majority people travel daily by trains to
work. In respect of this media the company will be very selective.

Posters:
Posters will be created by the company during the events and will be carrying the
company logo, brand name and the picture and the tag line.

Public Relation:
The company will be a part of events and/or will also be organizing its own events.
The events will be chosen on the core values of community relation and whole family
participation. The company will be a part of children and youth involving events like
college/ school festivals, meets, etc and only use these as a platform to getting
closer to their influencers and sample their product at a concession or commission
basis.

World Wide Web:
We will make our presence felt on the internet by hosting a website for the brand
KiwiJoos which will be named “www.kiwijoos.com” which will;

The website will be imparting the information about our products,
quality and values i.e. history of kiwi, its cultivation, its benefits etc.

Run online contests

Give health tips

Give recipes

Opinion section - person is free to express his thoughts and feedbacks
The website will be a tool to get closer to our customers and understand them better
and will serve an entertainment and utility value.
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Time frame:
An assortment of promotional tools will be used to increase visibility for KiwiJoos but
the promotional activities will be concentrated differently with relation to the seasonal
pattern in the country. India is a country with varying climate- winter, summer and
monsoon (heavy in west coast between June and September where as in East coast
during mid October to December). Though the promotional activities will be
continuous throughout the year but the degree and combination will vary. This is
intone to the perspective of the target market where it is noticed that soft drinks are
consumed less during the winters and the monsoon period.
Marketing communication budget:
In the initial period the marketing communication budget approved by the company
is Rs. 80 lakh to maximum of 1 crore. Later when our product portfolio is expanded
i.e. within a span of one and a half years from commencing operation the company
will adopt the percentage of sales method i.e. the company plans to spend 15% of
sales on promotional activities.
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Marketing Research:
During the development of the marketing plans, several focus groups will be used to
gain insights about our customers. These focus groups will provide us with helpful
insight, which will compliment the decision making process.
An additional source of dynamic market research will be the feedback mechanisms
with the help of our website “www.kiwijoos.com” , the contests which the company
will be a part of and the primary research which may be done by us or another party
if felt the need or in combination.
These will be the steps which will be taken to understand the brands position in the
customers mind and will serve the purpose of being close to our customer to
understand him better. Shreeji Enterprises Pvt. Ltd will work hard in analyzing and
implementing suggestions in order to improve its offerings aw well as to show its
commitment to the customer and convey to them that their suggestions are valued.
An important source of information will also be our competition. The company will
keep an eye on the competitor’s activities as they are a constituent of our
environment and their activities are bound to affect us. This will be done with the
help of the secondary data available and primary data from our customers, our
channel members and others.
Conclusion:
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