International Marketing

C-3 project report

Group Members
Karampal singh(16bsp1131)
Parul Singla(16bsp1671)

Peeyush Lalwani(16bsp1689)
Arbind(16bsp0000)
Nitish(16bsp1599)

Namrata(16bsp1472)
 Logic For Selecting The Product
 The Fruit Drink market has grown at a 20% to 25% rate.
 Of this, more expensive juices segment has grown at rate of
40% this year. It accounted for only 15% of the fruit beverage
3 years back.
 In–home consumption of juices has gone up from 30%,
three years back to 80% today.
 Mango based drinks account for two thirds of fruit
drinks industry.
 More than 80 % of sales happen through the
unorganized route - juice centers, street corner shops
and so on
 UAE
WHY?
• Large south Asian diaspora(5.1 million out of 8.1 million people).
• Prevalence of lifestyle diseases like obesity and diabetes in both expatriate and
local population.
• Increase in lifestyle has led to demand for quality, health consensus customers.
• Interaction between Indian and Arab culture has led to popularizing of Indian
drinks.
PRODUCTS
• Tamar Hindi-. combining soaked, crushed tamarind with water, sugar and lemon
juice.
• Laban and Ayran- Buttermilk which is salted.
• Mango shake-Popular in diaspora.
• Jellab -classic Arabic drink is the jellab, a blend of grape molasses and rose
water, topped with pine nuts and raisins.
• Qamardeen-a thick apricot drink.
• Orange Juice-Popular in diaspora.
• Packed Smoothies- 100% fruit juice with sherbet or frozen yogurt popular in
both expatriate and local population.
Entry Strategy-
Selling in Hyper marts, airports, tourist places, airports.
Use of diaspora for reaching to others in the country.
Tie ups with gyms, schools, workplaces, offices.

Pricing-
Tamar Hindi- 2 AED.
Laban and Ayran-3AED.
Mango Shake and Orange juice-4 AED.
Jellab and Qamardeen-6 AED.
Packed Smoothies- 5AED and above according to fruits used.
 INDIA
Why India?
•Growing trend of fitness
•Beverage segment growing at a CAGR of over 25-30% over the past decade
•2% of fruits and vegetables are processed

Entry Strategy
•Tie-ups with airlines, retailers, dealers, distributors, hotels
•Campaigns

Pricing Strategy
•Penetration Strategy
Cost approx. 100-150/-

Modification
•100% pure fruit juice
Kingdom of Saudi Arabia
 Why Saudi Arabia?
 PHENOMENAL GROWTH :- 47% of the Gulf´s GDP, growth 5.5% -
6.8% last 2 years.
 FAST EXPANDING, YOUNG AND INCREASINGLY WEALTHY
POPULATION:- 30 million by 2016, of which , 66% is under 29 and
per capita income $33,500 by 2020
 Rising health consciousness
 Entry Strategy
 Partnership with local companies
 Pricing strategy
 Skimming strategy
Juice 1.4 Litre:- 15-16 SAR
 Multiple pricing
 Psychological pricing
 Caution:- Flavors such as melon, pear, berry, red grapes and mandarin failed
to lure customers.
 SWOT ANALYSIS
STRENGTH WEAKNESS
• Adequate availability of raw • Seasonal availability of fruits
INTERNAL

materials • Brand acknowledgement

• Price, a competitive advantage • Late entry into the market.
• Natural Product. • Dependence on regional
fruits.
• Dependence on Monsoon

OPPORTUNITY
• Participation with a growing THREATS
EXTERNAL

industry. • Cut throat competition

• Competitive advantage over • Unstable government policies
carbonated soft drinks. • Rising Global Warming
• Success of incredible India
campaign.
 5 Year Planning
 Target of capturing 5% of the market share within a year and 30% by
2023-end
 Initially we would be outsourcing the processing of fruits, but after 3
years we would check the feasibility of starting our own processing
plant.
 R&D Department to be set up by 2019 early, in order to facilitate
innovation in existing products.
 We would open Satellite Branches in Major Cities to facilitate product
training & improve on Market Share.
 We will be undertaking a host of energy conservation measures
 For India we will be focusing on juice with some more fitness and
wellness attributes
Marketing it as the juice with more health benefits
as India has a huge number of young population, many of them are concerned about
fitness

Leveraging young Indian crowd partnership can also be done with gyms and fitness
centers.

If results are favorable then the same strategy can be applied to other promising
countries as well.
Thank YOU