罕见的果汁行业商务ppt模板之新鲜混合水果汁的市场分析与营销.ppt

GroupMembers NishantSubbaPraveenPatelManojTivari FreshPunch CONTENTS AboutCompanyObjectiveAimLocationFinancialsMissionVisionSituationalAnalysisSWOTTAnalysisPESTAnalysesTargetMarketCompetitiveAnalysis FreshPunch COMPANYINFORMATION FPAgroisacompanywhichwillproducefruitjuice FPAgroisgoingtomakeuniquepositionintermsofcorporatepresenceandalsoaplatformforotherFruitJuicecompanies withitsadvancedtechnologyandtheinstrumentationrequiredtomanufactureaJuicethathasmanydifferentflavors forutmostcustomersatisfaction FPAgrowillbeanenvironment friendlycompanydedicatedonsustainabledevelopmentandcorporatesocialresponsibility asaservicetosocietyandpreservationofnature Selectionoftheproduct TheproductselectedisJuiceandourbrandnameisFreshPunchJuice FreshPunch Product FreshPunchisa100percentfruitjuicewhichwillbeproducedandmarketedbytheFPAgroIndustriesLtd FreshPunchwillproducejuiceinthefollowingvarieties SeabuckthornApricotPassionFruitKiwiPomegranateAppleOrangePineappleGrapesGuavaMangoMixedFruitPear FreshPunch LOCATION Kullu HimachalPradesh rawmaterial FreshPunch OBJECTIVES CarryoutbusinessinthefieldofhorticultureandfoodprocessinginHimachalPradeshTargetofcapturingatleast10percentofthemarketsharewithinayearand20percentby2010 end FINANCIAL WillbeincorporatedwithaninitialinvestmentofRs 15cr 150million MISSION Tobealeadingproduceroffruitjuicesbasedondedicationtonature corporateandprocesshygiene dynamicleadershipandcommitmenttoourpartnersandstakeholders VISION TobecapabletodelivertherangeandqualityofJuicewhichthecustomerdemands whichcanonlybefulfilledbythemoderntechnologywhichwillhavethescaleandworldwidepresencetodosocompetitively Nectar10 INDUSTRIALANALYSIS BrandedfruitbeveragemarketinIndiaisestimatedtobeworthRs 1 200crore nectars drinksandjuicescombined Thefruitdrinkmarket Fruitdrinks60 Juiceaccounts30 Cont ThejuiceandjuicedrinkcategoryisamongthefastestgrowingsegmentsFruitdrinksasacategoryisgrowingat18 20percent carbonatedsoftdrinksaregrowingat6 8percent It sthefastestgrowingliquidbeveragecategory Morethan90 ofsaleshappenthroughtheunorganizedroute juicecenters streetcornershopsandsoon AdequateavailabilityofrawmaterialsHighconsumerretentionratePrice acompetitiveadvantageNaturalproduct SeasonalavailabilityoffruitsBrandacknowledgementLimitedfinancialresourcesLateentryintothemarket Participationwithagrowingindustry CompetitiveadvantageovercarbonatedsoftdrinksWellnessawarenessamongstconsumersCommonwealthDelhi2010SuccessofincredibleIndiacampaign CutthroatcompetitionUnstablegovernmentpoliciesGlobalwarming Scarcityofrawmaterial TRENDS HealthandLifestyleProductEcofriendlypackagingPromotingantiBotulismE commerce POLITICAL TaxLawsStabilityofGovernmentLawofhiringandpromotion ECONOMIC IncreasingGDPBurgeoningmiddleclassHigherDisposableIncomes hencemoreconsumerbuyingpowerEasyavailabilityofloansfrombanks SOCIOCULTURAL Changingconsumerhabits lifestyles TheIndianconsumeroftodayisclearlyseekinghealthieralternativesConsumerbuyingbehavior TECHNOLOGICAL AdvancementofnewertechnologyGovernmentprovidingthrustonR D TARGETMARKET PrimaryandSecondaryMarketsMarketSegmentationGeographicvariablesDemographicvariablesPsychographicvariablesBehavioralvariables TargetMarkets RecreationalFitnessHealthLifestyleSports Contd PrimaryMarketKids FondofFruitJuice fondofmango strawberry Teens MoreexperimentalYouth ExperimentalandmorebuyingpowerWorkingPeopleHousewivesElderlypeople Contd SecondaryMarketTravelIndustry Airlines RailwaysandLocalTransportSystemsRecreational MovieTheatres Malls AmusementParks school collages hotels restaurants barsetc MarketSegmentation Marketsegmentationistheprocessinmarketingofdividingamarketintodistinctsubsets segments thatbehaveinthesamewayorhavesimilarneedsVariablesUsedforSegmentationGeographicvariablesDemographicvariablesPsychographicvariablesBehavioralvariables Geographicvariables FPAgrohasnosetgeographictargetarea Byleveragingthebenefitsofliberalizationandintegrationofthemarketsoftheworld FPwillseektoservebothdomesticandinternationalcustomers MetropolitanCities majorcitiesofthestates andtowns DensityofArea Urban Semi urban Rural Climate Tropical Demographicvariables Age allagegroupgender BothMaleandFemalefamilysize doesn tmatterEducation doesn tmatterIncome middle hiendconsumeroccupation student workingandretiredpeoplereligion doesn tmatternationality race doesn tmatterlanguage doesn tmatter Psychographicvariables Behavioralvariables benefitsoughtproductusageratebrandloyaltyprofitabilityincomestatus Contd Usersperceivefruitjuiceasahealthydrink Usersdrinkfruitjuiceasarefreshingalternativetocarbonateddrinks Userswillinglyspendonproductsrelatedtohealthandlifestyle Usersenjoyfruitjuicenotonlyasameansofhealthylife butasanintrinsicallyenjoyableactivityinitself COMPETITIVEANALYSIS IdentificationOfCompetitorsCompetitorAnalysisMarketshareComparisonStrengths WeaknessesofCompetitor IdentificationofCompetitors CavinKarePvtLtd MaaFruitsPvtLtd CocaColaIndia MinuteMaidPulpyOrange Maaza PepsiCo Tropicana ParleAgro Frooti Appy N joi Dabur Real GodrejBeverages Xsbrand Sofit LadakhFoods LehBerry MotherDairy Safal Freshgold MarketShareofCompetitors Comparisonwithinthemajorcompetitors TropicanaisaproductofvastPEPSIfamilyPepsi sTropicanabrandfruitjuicehasoutpacedthegrowthofthepackagedfruitjuicesmarketinIndia ThecompanysourcesorangejuiceconcentratesfromBrazil TheycomeinTetrapaksofonelitreandPETbottlesof500mlandonelitre PepsialsomarketsGatoradeanenergydrinkforthesportspersonnelwhichisasugar freeDietPepsi Pepsi inassociationwithHLLhavelaunchedLiptonicedtea Dabur sflagshipbrandRealfruitjuiceisamarketleaderinthepackagedfruitjuicecategory Realwithamarketshareof35 offerstoitsconsumersthelargestrangeof9juicesthatcompriseorange mango pineapple mixedfruit grape guava tomato litchiandcranberry RealActiveorangecarrotjuice India sfirstpackagedfruit vegetablejuice Realofferstraditional cooling recipesinaready to drinkformatieAampanna pomegranate anar andwatermelon Spreadover11acresandgearedtoprocess150tonnesoffruitperday ithasthecapacitytoproduce192tonnesofpulp concentrate Comparisonwithinthemajorcompetitors FrootifromParleAgroisthelargestdistributedfruitdrinkwith85 marketshareinIndia Itreachesmorethan10lakhretailoutletsinuptoclassCtownsThecompany sanotherrevenueearningbrandincludesBisleriwater Ithasamarketshareof40 MaazawasacquiredbyCocaColaIndia Overtheyears Maazahasbecomesynonymouswithmango Thedrinkbecameahitwithsuccessfuladvertisementcampaignslike Taazamango maazamango and Botalmeinaam maazahainnaam It5isavailablein200ml 250ml 125mlTetrapakand200mlTetrapak CompetitorAnalysis TigerCompetitorCounterattackeverystrategyAggressiveFewinnumberexample Coca Cola PepsiCoStrategicCompetitorReactstoaselectstrategyMediocreexample ParleAgro StochasticCompetitorUnpredictableWeakinnature canbecomestrongexample MotherDairyLaidBackCompetitorConfidentabouttheirproductDefensiveGenerallymonopoliesBrandLoyalCustomersexample Dabur Strengths Weaknessofcompetitors MarketingObjective Strategies ProductPlacePricingPromotion Product ProductLifeCycle OurproductlieinintroductionperiodLowsalesHighcostspercustomerNegativeprofitsInnovatorcustomersFewcompetitorsObjective tocreateawarenessandtrialOfferabasicproductPriceatcost plusSelectivedistributionAwareness dealersandearlyadoptersInducetrialviaheavysalespromotion Place DistributionChannelProductlocationavailabilityModesoftransportation DistributionChannel Kullu Delhi Chennai Mumbai Bangalore Withinregion Delhi Chennai Mumbai Bangalore Kullu Kullu Kullu Kullu Kullu ProductLocationAvailability FPAgrohasnosetgeographictargetarea Byleveragingthebenefitsofliberalizationandintegrationofthemarketsoftheworld FPwillseektoservebothdomesticandinternationalcustomers MetropolitanCities smallcities towns DensityofArea Urban Semi urban Rural Modesoftransportation Fromroadtransportation PricingPolicy ApplytheconceptofprovidingqualityproductatoptimumpriceProvideLucrativediscounts dealsandschemesAdoptsalesorientedobjectiveHaveonepricepolicytomaintainagoodwillamongcustomers PricingStrategy So asanewcomerourpricingstrategyistointroduceourproductsinthemarketatlowerpricessoastocreatethehugedemandinthemarketandtocompetewithothercompetitors Aswecomeupinthedemand wewillincreaseourpricesandwillprovidemoreefficientandaffordablejuices PricingStrategicMatrix PenetrationPricingOurproductwillbelieonpenetrationstrategywithhighquality lowpriceForintroducingnewproductPricelowtocapturemarketshareExpecttomakeprofitinvolume Breakevenpoint Demand Desirereferstopeople swillingnesstoownagood Demandistheamountofagoodthatconsumersarewillingandabletobuyatagivenprice FactorsInfluencingourjuiceDemandTheamountofagooddemandeddependson thepriceofthejuicetheincomeofconsumersthedemandforalternativejuicewhichcouldbeused substitutes thedemandforjuiceusedatthesametime complements whetherpeoplelikethetasteofjuice consumertaste Supply Supplyistheamountofagoodproducersarewillingandabletosellatagivenprice FactorsInfluencingSupplyofourjuiceThetotalsellsofjuicedependonthepriceofthegood thecostofmakingthegood thesupplyofalternativegoodstheproducercouldmakewiththesameresources competitivesupply thesupplyofgoodsactuallyproducedatthesametime jointsupply unexpectedeventsthataffectsupply Factors Thefactorswhichwillcontributetothesuccessforourjuicedemandsinmarket HighconsumerretentionratePrice acompetitiveadvantageNaturalproductGreatdistributionnetworkWell Healthproduct LaunchingandPromotion PromotionalTacticsProvidefreesamplesinthemarketforthebrandawareness Advertising Thefollowingshowstheadvertisingintheprintmedia toourtargetaudiencebyusingthemessageshowingaglassfullofjuice Drinkthismucheveryday Long TermStrategy ChangebeveragechoicesinvendingmachinesatschoolandcollagesAssessthefinancialimpactonschoolandcollageprofitsIdentifyapproachestopromotehealthfulbeveragechoicesandmaintainprofitsforschoolsandcollagesTargeting3 500insmallestschoolandcollagesalloverIndia20 000inlargestschoolandcollagesalloverIndia Contd ChangeadvertisingonbeveragevendingmachinesChangebeve