2011

ORANA INDIA
Comparative Analysis of Orana and its Competitors: A study of NCR
This study covers comparative analysis of Orana and its competitors in NCR.

A Report By: Munish Mehta MBA 2010-2012

Global Institute of Management and Technology, Amritsar 6/16/2011

Orana India
Orana India is a 100% subsidiary of Orana A/S, Denmark, who is one of the largest Danish suppliers of fruit based raw materials and fruit base semi-manufactures; Orana India is based on more than 70 years of experience in the business of fruit and taste. Orana India is situated in Gurgaon (Haryana) in India. The goal of Orana India is to develop high quality and innovative products / solutions for the South Asian market according to market demand at the requested price level. To emphasize this goal Orana A/S invested in India to cater to the South Asian market to offer the finest quality fruit based raw materials, which includes: Compounds for Beverages Concentrates, Pulps, Purees for Beverages Fruit Preparation for Dairy Products Compounds for Dairy Products Fruit Preparation for Bakery Products These fruit based raw materials are carefully and gently processed at Oranas world-class ISO 9001:2000 and HACCP certified factories using the latest technologies. Many of Oranas products are tailor-made, developed at its own laboratories in close co-operation with our customers. Oranas skilled, experienced technicians always look forward to new and exciting development assignments. Business Idea Orana develops and sells tailor-made fruit based semi-manufatures for the global market and is participating in various fresh fruit processing projects. Mission Orana develops high quality products/solutions for each individual market according to the market demand. Orana develops and produces fruit based raw materials of optimum quality at the requested price level. Company Philosophy Based on more than 15 years experience of developing, producing and selling fruit based raw materials and manufactures all over the world a business philosophy has emerged making the definition of our customers' wishes and requirements to the keystone in our business concept.

Product Range
Dairy Products : ORANA has developed a wide range of traditional fruit preparations
and fruit compounds for all types of fermented milk such as for yoghurt, drinking yoghurt and milk drinks.

Stirred and Set yoghurt Layered yoghurt Fromage Frais Drinking yoghurt Milk drinks Whey drinks Ice Creams and ice lolloies

Beverages: Orana offers a wide range of fruit compounds, concentrates and pulp for
beverages. Orana has developed a standard range for the fruit beverage industry, but most of its fruit based raw materials for beverages are customised according to the customers' requirements for quality, taste and price. The range varies from carbonated drinks, juice drinks, nectars and 100% juices and many others. In addition to its traditional types, Orana has also developed a whole range of added value beverages.

Juices Juice Nectars Juice drinks Iced Tea Carbonated Drinks Whey drinks

Bakery Products: Orana has developed a standard range of fruit preparation and
fruit compound for pie fillings and Danish pastry.

Deserts/Toppings: Orana has developed a standard range of fruit compound for

desserts.

Added Value Products: Our skilled, experienced technicians look forward to new and
exciting development assignments.

Among some of its exciting products, Orana has developed a list of added value products. Orana fortifies most fruit based products with omega 3 fatty acid, calcium vitamins and minerals, fibres and many others functional ingredients.

Breakfast Drinks Children Products Nata de coco Whey Drinks

Need for study

"Indian market is very interesting and it has all the ingredients for a huge growth. The changing food habits, craze for westernised foods and sprouting of retail food joints give a huge potential. The market for carbonated soft drinks in India has plummeted by about five per cent for a second year in the row as consumers in the country embrace non-carbonated alternatives, new research has found. Manufacturers of bottled waters, nectars and iced teas are benefiting from improved demand amidst increased health concerns over carbonated drinks according to beverage research group of Canada. The findings indicate a strong shift in consumer beverage demand since 2003 towards non-carbonated alternatives, creating new opportunities for drinks manufacturers in the country. The still drink segment in particular has benefited from these changing demands in the market, with sales up 3.43 per cent from 2001 to 2006, the research found. As such, the market for cheaper, more locally produced beverages has thrived, a need fulfilled by a number of still drinks brands. Besides price, health concerns over carbonates have also had a profound impact on shaping the soft drink market. Non carbonated segment witnesses frenetic action in terms of new product launches and entry of new players like Orana, FDL, Dabur, Monin etc.

Thus a strong need was felt to analyse the market share of major players in Beverages and Drinks segment. The study will cover comparative analysis of Orana and its competitors in NCR and major cities of Punjab.

Summary of Retail Outlets (NCR) Surveyed

LOCATION

MALL

OUTLETS

OBSERVATION REGARDING PRODUCTS USED Monins:- syrup only. Flavors in syrups:Mango, orange, strawberry, Grenadine & blue guracao.

1)Saket (Delhi)

DLF palace

a) Aloha

b) Brown sugar

Monins:puries.

syrups

&

Flavors in syrups:Choc, hassle nut, green apple, passion fruit, water melon, blue guracao & iris. c) Haldirams d) Buddy Broaster Using own syrups. Monins:- syrups only Flavors: Having all common flavors.

e) Bakerst f) Baskin (BR)

Nirulas:- syrups only. Robbins Using own toppings. Flavors in toppings:Mango, pineapple, strawberry &chocolate.

g) Costa Coffee

Monins:- syrups only. Flavors in syrups:Vanilla, strawberry, apple, banana, & having all common flavors.

h) Cocoberry

Monins:only.

toppings

Flavors in toppings:White chocolate, caramel, dark chocolate, strawberry, banana, peach, raspberry & passion fruit. i) Chokola Monins:- syrups only. Flavors:Red berries, peach, lemon, passion fruit, caramel, green apple & majito mint. Also using caramel sauce of MONIN CO. also. 2)FARIDABAD

SRS (sector-12)

a) SRS haandi

1) Monins:syrups Crushes.

and

Flavors of Monins syrups:Strawberry, grenadine, coconut & blue guracao. Flavors of Monins Crushes:- Strawberry and Banana only. 2) Manamaa:syrups. Flavors:Khus only.

b) Flamez

Monins:Syrups Crushes & Tea. Flavors of Syrups:Peach, coconut, watermelon, ginger, banana, pomegranate, mint majito & leachy. Flavors of crushes:crushes in in strawberry flavor only. Flavors of Ice Tea:ice-tea in watermelon flavor only.

ELDECO STATION (sector-12)

a) Lounge Bar b) Karims

Yet not running. No response.

CTC MALL a) Haldirams (sector-12)

Nescafes:- Ice-tea.

b) Cafe Coffee Day Oranas:- crushes in (CCD) black-current flavor. Monins:syrups, having all common flavors but green apple has more usage than others. Mapros:- crushes.

ANSAL PLAZA (sector 15)

a) Zosse (A restro-bar)

Using MONIN, MAPRO, & ZONE companys syrups. Mapros syrups flavors:Lime codial & strawberry. Zones syrups flavors:Grenadine, coconut, green mint & blue guracao. Monins flavor:Anis only. syrups

b) Work n Grill

Monins:- syrups in peach, strawberry, etc. flavors. Zones:- syrups only. Zones:- syrups only. Flavors in it:-

C) Lounge bar d) Lee China

Banana, strawberry codial. e) Alle Spice

grenadine, & lime

Zones:- syrups. Flavors in it:Leachy, strawberry, blue guracao, etc.

MALL Black n White MANHATTAN (Sector 20, old faridabad)

Monins:- syrups. Flavors in it:Grenadine, watermelon, peach, pomegranate, majito mint, coconut & blue guracao.

3) NOIDA a) Barista Monins:- syrups. Cremicas:- pulp. Oranas:- crushes. b) Bikano caf chat Mapros:- syrups. Monins:syrups, puries & smoothies. Lorenas water. d) Nirulas sparkling

c) Costa coffee

Using own syrups.

e) Caf Coffee Monins:- syrups. Day (CCD) Mapros:- crushes.

f) Crazy Noodles g) TGI Friday

Manamas:- crushes Monins:- syrups Mapros:- crushes Flavors in crushes:Raw mango &mango pulp. Using own syrups.

h) Gianis Flavors in it:Butter scotch, rose, pine apple, vanilla, pista, leachy, strawberry & chocolate. i) Newzealand nature Using own syrups.

j) The Coffee Monins:- syrups, only bean & Tea leaf in mango flavor. AND they use their own companys syrups for rest of the flavors. k) Gelato Italiano l) Mandarin Trials Nirulas:- syrups. Monins:- syrups. Manamas:- crushes. m) yo-china 4)GURGAON (MG road) Monins:- syrups & icetea. Monins:syrups &

a) Ruby Tuesday

crushes. b) Barista They use MONIN in hot coffee. They are using kites fruits only & they do not use any product of Monin & Orana.

c) Sagar Ratna

d) Caf Coffee Mapros:- crushes. Day (CCD) Flavors in it:Strawberry, coconut & black current. Monins:- syrups with all common flavors and Soda also. e) Haldirams f) Costa Coffee Monins:- syrups g) Cocoberry Monins:toppings. puries & Mapros:- crushes.

AND they are also using some oranas product. h) Tropicalson Using own syrups. Flavors:Lime, grape, pine apple, strawberry, peach, lemonade, banana & guava.

i) Baskin (BR)

Robbins Using own syrups & crushes. Flavors in crushes:Mango, strawberry, pineapple & butter scotch.

FINDINGS
1) As compare to orana, Monin has a large market share. 2) As per survey ZONE is a emerging competitor. 3) most of the persons are not aware about orana, specially in faridabad. 4) More efforts should be made to create awareness regarding oranas products, like ( ads, publicity, etc.)