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Price Challenge:
Not many Indians can afford the premium prices of Booster Juice.
Products challenge:
Competition
E
4th largest
buying
power
Rapidly
growing
middle
class
GDP is
about 7.46
billion
dollar and
estimated
to grow to
S
Population
of 1.2
billion
Consists of
28 states
and 7
territories
Complex
social
structure
Diverse
cultures,
religions
T
One of the
strongest
IT
infrastructu
re in the
world
Served
both 3G
and 4G
Technology
is widely
used
Technologic
E
Poor air
quality
Presence of
environme
ntal
pressure
groups
Early
stages of
recycling
and waste
material
reduction
L
Regulations
such as
minimum
wage and
gender
discriminati
on
Influenced
by
politicians
interests as
well as the
ideologies
of political
parties.
Lot of
corruption
7.75 by
2020
148th ease
of doing
business
186th
enforceme
nt
contracts
and
languages
Mall culture
Average
age of
population
in 2020 =
29
al support
and
services
are easily
available
process
Health conscious
Males and Females
Healthy, great-tasting and convenient alternative
Meal replacement
Fast-paced lifestyle: Health-oriented, Busy, Active
Many suppliers in
India.
Low switching cost.
High
Power of
Buyers:
Low switching
costs.
Low loyalty.
Threats of
New
Entrants:
Low
High
Power of
Suppliers:
Low barriers to
entry.
Easy to enter the
market with
cheaper prices.
Threats of
Substitutes:
Many substitutes
High Lower prices
How to do this?
-
School fundraisers
Positive associations
Middle and upper classes
Need to make consumers understand that prices are higher due to differentiating
features
-
Indian market
Target market: Young, health-conscious consumers, aged from 18 to 35
Main selling point: Offering a healthy, convenient, portable meal
Premium Product
Targeting upper and middle classes
LICENSING
Lack of control
Can become a
competitor after
license expires
EXPORT
High
transportation
costs.
Perishable good
Less control over
Marketing &
Distribution
WOS
High cost
Complex social
structure.
Diverse cultures,
religions and
languages.
PRODUCT:
Use BCG Matrix to:
-
Premium product
Competitor-based pricing strategy
PLACE:
PRICE:
PROMOTION:
-