Marketing Management

Proposal for Launching a tea brand New Leaf

Submitted By

MUHAMMAD Aqeel Imtiaz BTC-9155

BS-Telecommunication 2008-2012 Submitted to

Tabinda aslam

Department of it

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Marketing Management

PROJECT PROPOSAL
Complete Marketing Plan for Launching a New tea brand and including Current Market Situational Analysis

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Group Introduction:
I were assigned to make a proposal of a complete marketing plan for launching a new tea brand product including the current market situation analysis for launching this product. It is to be submitted as final project in a group of 1 member. So i made a group under the name The Legend.I am going to launch new product in tea new leaf a complete range of ready to serve (RTS) juices with the objective of Refreshing Taste for Everyone.

Group Name:

The legend
Leader of the Group:

MUHAMMAD Aqeel Imtiaz

Group Members:

MUHAMMAD Aqeel Imtiaz

BTC-9155

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Marketing Management

Product Details
Product Name:

NEW LEAF

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Marketing Management Product Introduction:

Throughout history, tea have always had the connotation of being joyful, comforting, refreshing, tasteful, delicious and special as a symbol of diverse human emotions and have always been a part of our lives. Pakistan is a tropical country and has accorded a favorable reception to thirst quenchers such as fruit juices and aerated/carbonated drinks. Ready to serve (RTS) fruit juice is a beverage prepared from clarified farm fresh fruit pulps. 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 benefit to the consumer as well as the fruit grower. Now Gourmet Foods Pakistan Pvt. Ltd is introducing a new product into the market which is chocolates under the name Royal Juices with the slogan Refreshing Taste for Everyone. It has many competitive advantages that will ensure profitability and its acceptance in the society. This product will be launched initially in Lahore into the consumer market.

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Marketing Management
We will be adding up to the number of product lines Gourmet is currently offering by introducing Gourmet Royal Juices. People have quite a number of options when it comes to quench the thirst pure water, carbonated drinks and juices. To fulfill this need we will be offering pure juices to the market.

Reasons for Choosing the Product:

Juices are considered to be nutritious and good for health. With high health consciousness among the people these days it has become any time product, it could be used in breakfast, noon, evening any time as it doesnt have any bad affect on the health. We are going to introduce our product after a complete market research. We find out that people are willing to buy our product that we are going to launch in a sophisticated packaging with a reasonable price. Most of the people have responded in a much better way when they came to know about our new product.

Environmental Analysis: PEST Analysis

Political Analysis: Political scenario in Pakistan has seen many important changes in recent years. The political environment directly influences all the industries working in the country. Similarly the production distribution and use of Gourmets products are subject to some federal laws, such as the Food and Drug Act. The businesses are subject to the Government stability in the countries as the businesses are directly subjected to the taxation policy of the country they are operating. They also have to comply with federal, state and local environmental laws and regulations. Economic Analysis: Despite inhospitable domestic and international environment resulting from the either the global recession or due to the terrorism acts, Pakistans economy grew by 3.7% percent in the financial year 2011-12according to Economic survey 2011-12. Reports have shown increase in GDP, increase in per capita income and increase in IT development as well which are positive signs for the industry but there are some negativities as well. Like all the other companies are subject to the harvest of the raw material that they use in their soft drink and juice, like corn, oranges, grapefruit, vegetables etc. Gourmet also relies heavily on trucks to move and distribute many of their products, fuel is a very important subject, so they are
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subject to the fuel prices. Moreover, there has been a crisis in the production of sugar in Pakistan, with prices sky rocketing. Another crisis that Pakistan is dealing is the shortage of electricity. Such economic factors have resounding impact on such industries and increase the cost of goods. Socio-Culture Analysis: The population of Pakistan is on the rise whereas the health consciousness among the people is also a lot more than it has been in the past. The age distribution of Pakistan is also very balanced, major portion of its population consists of youth. Gourmet beverages and moreover Juices are subject to the lifestyle changes as the awareness of health consciousness is rising in the people now. Socio culture impacts hugely such industries where the carbonated water industry has ruled but now the trend of health consciousness is taking place which give a positive signs for entering juice industry. Gourmet has to pay a special attention on the lifestyle changes. Further Income of people is increasing more trends towards FMCG. Further a major social trend in the rural areas of Pakistan has been a shift from presenting guests with drinks such as lassi towards such beverages. All these situations are calling for new and new opportunities and investors. Technological Analysis: Pakistan is considered as developing country. Although it is a nuclear power yet it lacks behind in other technologies. Technology plays a secondary role in this industry, as it is not heavily dependent on technological advancements like the consumer electronics industry, or the software industry. Because beverage products are non-tech based in nature, technology in this industry is therefore limited to function as a catalyst to improve production capacities, speed of product manufacturing cycles, inventory management. It has to pay attention to the new distribution techniques as well. Even though one have to take into account that specialized factors involve a heavy and sustained investment, but also at the same time if one is able to achieve them, he could generate competitive advantage.

Industry Analysis
Different segments which come under beverage industry are: carbonated drinks, fruit juices, squashes, syrups, powder drinks and mineral water; for the purpose of this study, we are confined to the fruit juice segment.

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Marketing Management Leading Manufacturers of Fruit Juices in Pakistan

COMPANY Nestle Maaher Food Industries (Pvt) Ltd Shezan Fruita Vital BRAND FLAVORS Grape, Apple, Guava, Orange, Pineapple, Mixed Fruit, Litchi, Mango, Strawberry, Pomegranate. Grape, Apple, Guava, Orange, Pineapple, Mixed Fruit, Litchi, Mango, Pomegranate, Peach. Mango, Lemon, Apple, Orange, Fruit Punch, Pineapple, Raspberry and Litchi Orange, Apple, Grape, Mango and Mixed Fruit. Mango Orange Pulp and Lemon Pulp Grape, Apple, Guava, Orange, Pineapple, Passion Fruit, Lime, Mango, Pomegranate, Peach, Strawberry & Falsa. Red Grape, Apple, Guava, Green Cock-Tail, Mango, Apricot And Orange Orange & Mango

Country

Twist and All Pure Tropicana Slice

PepsiCo Ltd. Coca Cola Al-Hilal Industries (Pvt.) Limited

Minute Maid Pulpy Fresher

Engro Food Shakarganj Food Products Limited Pakistan Fruit Juices Frooto Industries (Pvt.) Ltd Standard Fruits Ltd Haleeb Food

OlFruit Kinnow Concentrate Mango Puree Frooto Tropico Just Fruit Malee 100%

Malee Foods (Pvt) Ltd

Malee Teen

Orange & Mango & Apple Apple, Grapes, Orange, Mango And Fruit Cocktail Pomegranate, Black Current & Orange 25% Orange Juice 25% Apple Juice 25% Grape Juice 25% Pineapple Juice Lychee, Pineapple, Strawberry, Apple, Orange, Peach, Mango & Guava

Indus Fruit Juices Kamran Distributors Tops Foods & Beverages Popular Food Industry Shaheen Foods Mitchells Malik Food Industry Benz Industries Noon Pakistan Limited Pure Foods Company (PVT.) Limited

Maza Mitchells Fruit Drink Benz Nurpur Fruit In

Mango, Orange, Lychee Mango Mango, Lemon, Orange, Apple, Lychee and Fruit Punch Mango and Lemon Mango, Apple. Grapes and Mixed fruits Grape, Apple, Guava, Orange, Pineapple, Mixed Fruit, Litchi, Mango, Pomegranate, Peach, Strawberry.

Siprus

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Marketing Management
The fruit juice coupled within beverage industry is considered to be one of the largest industrial sectors in Pakistan. It is expected to be growing at a robust rate of 20-25%. Modernization of this industry, in consonance with the change in urban life style, massive shift of rural population to the urban areas, growth in population, etc., predict a growing potential for instant solutions in fruit juice segment of the beverage industry. Currently in Pakistan, there are round about 30 fruit juice/ pulp processing units and a number of small units in the informal sector are working Most of the fruit juice manufacturing units are operating in Lahore, Sargodha, Bahawalpur, Hyderabad, Gujranwala, Hatter, NWFP and Karachi. The market can be categorized in terms of product content and there are three major product contents available: The Tetra Pack Juice market initially covered brands like Nestle, Country, Shezan and many others. 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 program. Nestle started its business in Pakistan in 1988, and since then its juice market is increasing day by day right now there are only a few companies in Pakistan which has a great market value and are the bestselling people.

Market Analysis
Currently in Pakistan, there are 34 fruit juice/ pulp processing units and a number of small units in the informal sector are working. The present installed capacity is estimated around 800,000 metric tons per annum with a demand for juices growing at a combined annual growth rate of 31%. The fruit juice industry reported sales of 11.32 billion Rupees in year 2012.

Annual Sales (Rs. billion) of Fruit Juice Industry

15 10 5 0 2009 2010 2011 2012

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Marketing Management
Around 70% of the total fruit juice market is accounted for by 250ml tetra pack servings while the rest 30% includes 500ml and 1000ml packs. This shows significant convenience (from consumers perspective) and high sales frequency in 250ml package category. Based on this market situation, it could be observed that the entrepreneur should focus more on small serving packs rather than one liter or other serving sizes. Traditionally, fruit drinks in Pakistan were aimed at children, but these days the fruit juice manufacturers are focusing on young generation. 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. The companies working in this industry will have to organize various promotional activities from time to time mainly to educate the consumers about packaged fruit juice, that it is as pure and nutritious as fresh juice. Slowly but surely packaged fruit juices are getting recognized as social drinks now, with dominant consumption being observed in the company of family and friends. Consumers are starting to perceive fruit juices at home in 1 liter packs. 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. Market Segmentation: Geographic: Country Cities Density Climate Demographic: Age Marital Status Income Psychographics: Social class Behavioral: Occasions Regular Benefits User Status Readiness
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Pakistan. Lahore and Capitals of other provinces and all major cities of Punjab. Urban, Semi Urban. Hot and Dry

8 to 40 years. Any. Rs. 10, 000 or above

Middle class, Upper class.

Regular Usage. Quality, Taste & Nutrition. First time user. Stage Awareness.
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Marketing Management Competitive Analysis

Competitor analysis in the marketing and strategically management is an assessment of the strengths and weaknesses of current and potential competitors. This analysis provides both an offensive and defensive strategic context through which to identify opportunities and threats. For simplicity, the competitor analysis is divided into two parts one for direct competitors and other for indirect competitors of Gourmet Juice.

Direct Competitors:
Fruit juice industry in Pakistan is also highly saturated. Nestle being the leader is followed by international players like Pepsi Co. Tropicana & Slice, Coca Cola Minute Maid, and the domestic players such as Shezans Twist & All Pure, Malee, Maza, AlFruit, Haleeb and Country Juices.

Nestle:
Nestle is the world's leading nutrition, health and wellness company today and was founded in 1866 by Henri Nestl. It has employed around 250,000people and has factories or operations in almost every country in the world. Nestle is the world's leading nutrition, health and wellness company today. Being the world's leading bottled water company is based on a firm economic model: strong brands, global presence, innovation capacity, environmental stewardship and passionate people. Nestle Juice Strengths and Weaknesses: Strengths: Company name in the local and international markets. Globally recognized brands. Maintained quality standards. Well-developed marketing strategy and successfully implemented. Good marketing skills and services. Brand image and strength in the market. Research and development. Product Innovation. Human resource power.

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Marketing Management
Weaknesses: Prices are relatively higher than that of local brands. High pressure of maintaining status in the market. Selective distribution.

Shezan:
Shezan is producing a variety of quality products. Shezan is largely considered as market leader in fruit and vegetable processing industry. Shezan has an edge over other with its own fruit farms. Currently Shezan is giving tough time to other fruit juice manufacturers due to its quality and huge export volume as well as capturing local fruit juice market where it has competition with Nestle and Haleeb. Strengths and Weaknesses of Shezan: Strengths: Conveniently placed factory. Pure and natural products. Approaches to the international markets. One of the oldest private companies in the local industry. Nationwide recognized name. Qualified sales staff. Easy Availability. Strong financial backup. Good distribution network. Effective advertisement campaign.

Weaknesses: Failed to create barriers for new entrants. Failed to overcome the threats from the various pressure and religious groups.

Haleeb Foods: Haleeb philosophy is to treat every consumer as a family therefore they are committed to offer nothing but the best food solutions for health and wellness. Being a company, Haleeb is the first one in the category to acquire ISO 9002, HACCP and ISO 14000 certifications. They

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have of millions of consumers worldwide, who cherish their premium quality, safe and affordable products everyday and give the reason to strive for the best of the best. Strengths and Weaknesses of Haleeb Foods: Strengths: Pure and Healthy food products in affordable prices. ISO & HACCP Certified. Quality in dairy products e.g. thickest milk. Maintained taste over the years. Nutritious values. Hygienic. Packaging.

Weaknesses: Focus Shifted from Main Product to other products No innovations and also recent failure of innovated food product. Lack of Research & Development. Weak distribution. Low spending on advertisement. Lack of maintenance of demand of their products.

Maaher Food Industries (Pvt) Ltd: Maaher Food Industries (Pvt) Ltd, is one of the pioneering groups of quality packed Juices and Diary Products in Pakistan. Since their arrival in 1986, the company's initial success gave rise to the highly refreshing "Pine Cool" which was considered to be Pakistan's most trusted and favorite drink. Today the company has significantly expanded and is proud to boost an extensive and popular range of premium Pure Juice, Nectars, Juice Drinks and Dairy based Products, all of which are primed with the highest standard of international quality control. Strength and Weaknesses of Maaher Food Industries (Pvt) Ltd Country Juice: Strengths: Rich Taste. Good reputation. Taste and quality.
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Popular among children. Approach to international markets. Reasonable and affordable prices. Innovations with flavors and mixes. History of introducing new and exciting flavors first.

Weaknesses: Single manufacturing unit at one place. Weak distribution network.

Engro Foods: Engro Foods is among the biggest and fastest growing conglomerates in Pakistan with a vision to cater to local needs with products conforming to global standards. Highly passionate about providing millions of people across the length and breadth of Pakistan and beyond with the ultimate brand experience, our product portfolio comprises some of the country's biggest and best selling brands including Olper's, Olper's Lite, Olfrute, O'more, Omung, Omung Lassi and Tarang. Engro Foods LTD AlFruit Strengths and Weaknesses: Strengths: PR with farmers: Positive response form customers. Successfully come up with innovative products. Strong consumer &products research. Third generation plant. Having a good reputation in the market by strong brand name.

Weaknesses: Packaging. Milk collection & distribution costs. Narrow brand portfolio. Underutilization of the capacity. Not yet ISO certified in juices.

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Indirect Competitors:
Indirect competitors include all those food and beverages companies producing substitute products of the juices. The beverage industry in Pakistan is highly competitive and is further divided into different segments as following including juices which have discussed above: 1. Carbonated Drink. 2. Tea/Coffee. 3. Flavored Milk 4. Mineral Water. Carbonated Drinks: Each segment has global players in it with history of success. As for example the soft drink industry is dominated by the basic carbonated range of traditional giants Coca-Cola and PepsiCo. Pepsi cola is the market leader of carbonated water in Pakistan. There are some domestic players such as Pakola, RC Cola and Muree Brewery etc. A number of domestic players tried to get them into the industry but they relied totally on emotional selling of their products. As a result very quickly they were thrown out of the business. But the entry of Gourmet in soft drink industry has shown great signs and people are looking to buy gourmets soft drinks, surely because of the big price difference gourmet is offering on its beverages. Tea & Coffee: Pakistan is a tea culture. However with time we have seen Pakistan opening its doors to the coffee culture. Coffee culture has been so fast in spreading its wings with new coffee outlets opening left right and center in Pakistan. These coffee shops have played an important role in introducing coffee to the masses in Pakistan.In the markets in Pakistan there are many varieties of instant coffee mixes available. Ironically now in Pakistan making tea is considered more difficult now that is how intensely coffee culture has taken over. In addition usage of coffee in everyday products especially bakery products has become very frequent. Flavored Milk: Flavored milk is also very popular among the kids may be used as substitute of juices beverages. And who doesn't know that milk with all its natural goodness and essential nutrients plays a pivotal role in the child's physical and mental development. Without milk, a child's daily diet plan is incomplete. The tough part, however, is to make the kids drink milk,
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particularly the school going ones. Somehow they are always shying away. But different food companies have, now, come up with delicious blends of milk and fruity flavors e.g. Shakarganj Foods Oolala and Olper Flavored Milk of Angro Foods. Mineral Water: One of the biggest problems that the people of Pakistan are facing today is the absence of clean drinking water. As a result many water supplying firms came into existence. Being necessity of life and its absence made many firms work their way in supplying distilled water. They key names include Nestle, Sufi, Aquafina, Kinley and Springley etc but the introduction of Gourmet water has given a serious headache to all these players.

Product Analysis
In product analysis we analyze the competitors products available in the market in order to shape up our own product. In product analysis we describe the competitors current product offerings in terms of Product Attributes and benefits they offer, their current packaging, their current pricing, their distribution, promotion, services offered etc. The main stream rivals of Gourmet Phalpy Juice product are Nestle Fruita Vitals and Shezan Twist, so here we are analyzing both of them.

Nestle Fruita Vital:

Product: Nestle Brings a range of juices that will scintillate your taste-buds and add variety to suit every moment. Squeezed from the finest handpicked fruit, 100% pure NESTL FRUITA VITALS Juices have no added sugar and are good source of Vitamin C. Nestle argue that having Fruita Vital juices everyday is a great way of strengthening the body resistance against infections and diseases and maintaining a healthy lifestyle. Nestle Orange juice Flagship brand (number 1 brand in juices) 100% pure, no preservatives, no artificial flavor added

Marketing Strategy: The Marketing environment at Nestle focuses on the principle of satisfying consumer needs. The overall trust of consumers in Nestls brands and products comes from a quality image that has been continuously strengthened for over 130 years. Nestl strives to increase this
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trust through its commitment to environmentally sound business practices. For this purpose Nestle: Bases environmental claims in advertising, promotional material, labeling and corporate communications on solid scientific evidence; selects materials and printing methods for merchandising materials such as: consumer offers, in-store promotions, Displaying materials, leaflets and printed materials in light of environmental considerations. Product: Price: Price of 1000 ml pack of fruita vitals is Rs. 75 and price of 200 ml is Rs. 18. Place: Nestle Fruita Vitals are available at all major cities such as Lahore, Islamabad, Multan, Faisalabad, Gujranwala and Karachi. Promotion: In order to promote their products Nestle Juices uses the mediums such as Billboards, Television, Radio, Print Media, Broachers and Internet Target Market: The target market of Nestle juices includes: Both male and female between the age group of 10-30. Health conscious people. Socio Eco classes. Urban areas. Career oriented and life starters. Nestle Orange juice Flagship brand (number 1 brand in juices) 100% pure, no preservatives, no artificial flavor added

Distribution: For the distribution of Nestle Fruita Vitals, Pakistan is divided into three geographical zones and then in further Regional Sales Offices. In North Zone there is Islamabad and in north outstations there are Peshawar and Jhelum. In Central Zone there are Lahore, Faisalabad Gujranwala, Multan and Sahiwal, in South Zone there are Karachi, Hyderabad, Quetta and
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Sukkhur. Nestle hires two or three distributers for each city. Nestle Fruita Vital moves from their manufacturing plan to ware house, from there they are send to the distributers who sell them to the whole sellers and retailers. Strategies for Competitive Advantages: Every product on the shelf, every service and every customer contact helps to shape this image. A Nestl brand name on a product is a promise to the customer that it is safe to consume, that it complies with all regulations and that it meets high standards of quality. Customers expect us to keep this promise every time. Under no circumstances will we compromise on the safety of a product and every effort must be made t

Shezan Twist:
Product: Comprising of a blend of different fruit juices, Shezan`s Twist juices open the door to a whole new world of possibilities. Available in easy to drink slim packing twist juices are a must have in every household. Flavors: Shezan Twit is available in all fruity flavors e.g. Apple, Raspberry, Pineapple, Fruit punch, Mango, Strawberry and Mango. The Target Market of the Product: The target market of Shezan twist juice includes teenagers. Basically they are targeting the hose hold domestic consumers, students of schools, colleges and universities. Pricing: Shezan when introduced twist juice in the market set the price at Rs.12/- while the competitive price was Rs. 10/-. This above average price was due the better quality product and a new Juice brand by a well knows Juice Company and Industry giant. The current price of one 250ml pack of Twist is Rs.15/- and When we purchase 3dozen of 250mlof Twist than the price of this isRs.468/Placement: The distribution network includes the distributor then the wholesaler and in the end the retailer. Again benefits are provided on the achievement of the sales targets and timely

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delivery of products. In some cases products are provided to big retailers by the distributor itself but mostly it is being purchased by the retailer from the wholesaler. Distribution Strategy: Through the heavy advertisement the distribution can be affected because the distribution mainly depends upon the demand. In the Shezan twist they are using the above mentioned channels for distribution the product. Those dealers, whole sellers, retailers and people who want to purchase in bulk amount of the twist juice, they come to the company directly and buy the quantity which is required. The whole sellers are purchasing them for the resale able purpose. They have Zonal offices in different areas such as Rawalpindi, Lahore and Multan etc to make it easy to sell. Shezan has its distributers in almost all the major cities of Pakistan. It has 200 distributers of Twist Juice each in all major cities of Sindh and Punjab and 100 distributers in Islamabad and nearby areas. Promotion: Shezan is using different mediums for promotion of twist such as Billboards, Television, Radio, Newspapers, Broachers and Internet.

SWOT Analysis
SWOT stands for Strengths, Weaknesses, Opportunities and Threats. Internal factors, the strengths and weaknesses and external factors, the opportunities and threats. The analysis shows Gourmet's Strengths, Weaknesses, Opportunities and Threats. The SWOT analysis is done in order to introduce Gourmet Royal Juices; it will give you a clear picture of the business environment Gourmet is operating in at the present time. Strengths: Gourmet is one of the strongest brand names in Lahore. Quality and brand name of our product will be our strengths. Strong demand for Gourmet products, the market has grown consistently every year for the last four years. Strength of Gourmet bakers is a quality product with reasonable price. Price is kept reasonable that it should be in the range of every ones purchase. Gourmet sets of benefits are its strength which is notorious and delicious.
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Gourmet follows its strategies in accordance with customers mind. Gourmet is clearly a current market leader in bakery and confectionary products. Gourmet is easily accessible almost everywhere in the city. Gourmet concentrates on customers needs and mind along with suitable price. Gourmet does not give franchise or partnership to anyone. They are operating and managing all the branches by themselves. So there is no chance of lack of commitment on the part of the management. There is a one more affirmative from gourmet bakers is its generic color. Strong history of introducing new and innovative products & brands successfully e.g. Bon Vivant, Gourmet Cola, Premium Cola and Gourmet Water etc High market share in bakery and confectionary items.

Weakness: Other competitors have greater international experience. Single manufacturing unit at one place. Gourmet is not focusing properly on promotion tools such as advertisements. Proper Parking is not available on each and every branch. Limited distribution network. No participation in social development. Gourmet main focus is on Lahore and its nearby area, while competitors have nationwide distribution. Opportunities: Many cities to capture. One of the most important opportunities is that Gourmet can increase their target market by capturing other cities which consist of the potential customers. Sale promotion and brand awareness activities through advertisement can increase sales. Intensive distribution strategy. Gourmet is the well-recognized brand in the areas of Punjab especially in Lahore. It is the great opportunity for Gourmet to expand their business and market by exploring the new markets nationwide and internationally.
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Increasing population. Changing lifestyle and health consciousness. Healthy organic and natural drinks oriented global and local culture. Limited options in locally produced real fruit juices. High Export potential. With good pre-harvest planning, which is around 50% of the total production, could be turned into potential business opportunity. Reduction in excise and import duties on food processing machinery. Increased demand also in rural areas. Increased demand in pure juices. Small number of pure juice producers. Introducing new taste range. More segments can be targeted Gourmet can export its products to other countries.

Threats: Direct and Indirect competitors. Many national and international big players in juice industry have major position in the market with the brands like Pepsi Co. Tropicana& Slice, Nestle Fruita Vitals, Coca Cola Minute Maid, Country, Tops, Benz, Maza, Haleeb Tropico, Shezans Twist & All Pure etc. Main competitors are international giants of industry. Heavy advertising & campaigns from existing giant players. Unavailability of adequate industry statistics. High processing and packaging costs High cost of backward integration (availability of raw material). Price sensitivity and low consciousness towards quality amongst consumers. Wide availability of sub-standard (with token juice) substitutes. High cost to meet international quality standards. Law and order e.g. imposition of high taxes. Increase in foreign imports of beverages. Rising Inflation, rising prices of sugar and sugar substitutes.
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