Marketing

Management I
Juice Up - Lets Health
Up
Submitted by-

Submitted toProf. Anirban Chakraborty

FPM17010 Shuvabrata Chakraborty

PGP32356 K Sai Siri Parvathi
PGP32367 Devesh Kumar Maurya
PGP32377 Smit Kumar Narnaulia
PGP32387 Sahan Penakalapati
PGP32397 Vivek Goel

Beverage Industry

present juices and nectars segment is pegged at Rs.2500Cr growing at a CAGR

Need Gap analysis

Healthy vegetable juice
Natural ingredients
Zero preservatives
Availability
Variety

Competition
Direct Competitors

Indirect Competitors

Competition

Dabur

Pepsi

Others

15%

30%

55%

Competitors strength &

weaknesses
Strong brands

Low vitamin A &

C
Competitive
Pricing

Distribution

High sugar
content
Bad perception about
preservatives

(Supportive Political, Technological, Socio-cultural factors)

Pest analysis

FSSAI
State,
environmental laws
Supportive
government
Western culture
Experimenting new
things
Health conscious

Disposable Income
Increase
vegetable/fruit
import

Advertising &
Marketing
Packaging
New equipment &
factories

Major Challenge: Distribution

Porters Five Force Model
Netwrok
Medium
Real Activ
Road side juices
Medium
Few players in the
segment
Low packed
vegetable juice
options

High
Existing
players
Distribution
chain

Low
Abundance in
vegetable/fruit
juice
Unorganized
supplier
Low switching cost

Medium
Other
beverages
Low hygiene
and quality

Segmentation
Psychological
Behavior: Health
Conscious

Age Group: Late

teens, youth and
adults
Income: Middle and
Upper Middle Class

Geography: Metro
cities, Tier-I and TierII cities

Distinct
Physical
Activity

Accessi
ble

Measurab
le Elderly

Everywhere

Health
conscious
adults

Targeting

Profitab
le
Rapid
Growth
Competiti
on

Market Research
Objective: Peoples perception about our product, What influences them in buying a
beverage
Reason: No secondary data related to preferences of our segment
Population of Interest: Adults (20-28 years)
Approach: Descriptive
Survey Method: Mail, Online
Rating of people who do physical activity

4
3.5
3
2.5
2
1.5
1
0.5
0

Positioning

Value proposition

Health:
No preservatives
Better nutrition value

Taste:
Vegetable + fruit
Against sterotype

Convenience:
Easy access in packaged
form
Availability in general
stores

Healthy
JuiceUp

Perceptual
Map
Bland

Taste

Unhealt
hy

Pricing
Factors involved in pricing of product
Acceptance
Maintaining market share
Earning profit

Strategy Options
Cost plus Pricing
Penetration Pricing
Competitive Pricing
Perceived Value Pricing
Based on target customer segment, Perceived Value Pricing is opted.

Pricing
Introductory Discounting- NOT opted
Untrustworthiness
Lower perceived value
Consumer behavior
Lower profit margins

Price Skimming
Due to not so high R&D or related expenses, no price skimming is
considered for pricing

Launch Strategy

Gym

Yoga centers

Word of mouth

Retail outlets near parks and

grounds

Launch in major cities