Indias food consumption market is expanding rapidly to attract global food and drink giants.

Rising per capita incomes, changing life styles, and a growing younger population with preference for convenience food have driven growth. FRUIT JUICE MARKET IN INDIA India is the second largest producer of both fruits and vegetables in the world. Different Agro- climatic conditions ensure availability of a wide range of fruits and vegetables in large quantities throughout the year. India produces about 148.6 million tons of fresh fruits and vegetables of which fruits contribute to about 48.5 million tons and vegetables account for the rest 100 million tons. The branded fruit juice market in India is growing at about 30 per cent per annum. Big players like Dabur, Pepsi, Godrej and Parle Agro are already in the market and in view of the rapid growth in the market; newcomers like Surya Foods and Agro, Mother Dairy, Ladakh Foods, Pioma Industries have come into the market with new products in the recent years The two major fruit juice makers in India, Tropicana and Dabur are going all out to tease Indian taste buds with ethnic flavors. However, Godrej's Jumpin is slowly achieving its space in the fruit juice market. Godrej Industries Foods Division has introduced fruit juices under the Xs brand, which earlier only consisted of nectars. Parle Agro's Frooti and N-Joi too are doing well in the market. Delhi NCR-based Surya Foods and Agro Ltd, manufacturers of Priyagold biscuits, has forayed into the juices segment. Mother Dairy has recently launched the Safal brand of juices. Safal is currently available in orange, mixed fruit, grape and an orange-apple combination. Ladakh Foods, makers of the Leh Berry seabuckthorn berry drink, has now launched an apple-peach combination juice and a mixed fruit variant. Ahmedabad-based Pioma Industries, makers of the Rasna brand of soft drink concentrates, test marketed a diluted mango juice in Andhra Pradesh recently. Most Indians look forward to seeing the neighborhood "juice walla," a vendor perched on the road with his cart or selling his wares in a tiny shop, who blends a combination of fruitswatermelon, papaya, pomegranate, orange, and pineapple, plus sugarcane, a hint of lime, and (if you wish) exotic spicesto create a medley of tastes. With people turning more health conscious, the non-carbonated beverage segment has become one of the fastest growing and most exciting businesses at the moment. For some time now, manufacturers have

experimented with some of the formulation and taste issues, offering the consumers better tasting, more healthful alternatives. Evolving from drinks containing a hint of herbs or vitamins, beverages have become an important delivery vehicle for efficacious amounts of nutritional ingredients. Beverages are unusual products in that everyone expects to try new varieties, even from established brands.

While all segments of the beverage market are evolving, the growth seems to be directed more towards healthy, light and low-calorie drinks, in particular organic and fruit juice varieties. You have joined as a Brand manager of In-Health a nutraceuticals company which is a new company in this segment. The company is planning a nationwide launch of its juice series as its a promising sector with increasing numbers of health conscious consumer and more and more consumer shifting from colas to these natural juices. The market is well aware of the benefits of juices thanks to promotional efforts of Dabur and Tropicana. The company is planning to launch mango, orange, pineapple and mixed juices in the first stage starting Diwali 2012, and you have been assigned the responsibilities of Brand Management. Researches indicate that you have two major segments who consume juices. The characteristics feature of both the segments are: Segment A: Represents 12% of the total population, Males aged 20-40 years, students as well as working, 40% of them are members of some health clubs or gyms, 10% actively engaged in sports, In general they are fun loving and adventurous. They basically consume cola based drinks as they think it is strong, masculine & represents fun and frolic. 70% of them are educated up to Post Graduate level and generally they are more logical in their approach. Segment B: Represents 10% of the population, Females aged 20-40 years, 30% students and remaining housewives, 45% of the students are members of yoga, aerobics or other such activities, while 65% of the housewives want to join any of these activities but cant because of lack of time and family responsibilities but they aspire being healthy, slim and attractive. This segment prefers soft colors like Pink, orange and other lighter shades. Segment C: Consists of kids and teenagers from 5-19 years, school or college going students. Consumption decided or influenced by parents. Outgoing, fun loving and in their best part of life. Have a craving for fast food and like to spend time with their friends. Performance pressure from peers, parents and society. Carry Tiffins in early part of school and rely more on college canteen in later parts.

Discussion Questions: 1) The product offered to these three segments will be same or different? Reasons for the same 2) Differences in offering for these three segments, with reference to distribution and promotion strategy? 3) Types of activities to be organised for these segments? Any other aspect related to the case may also be discussed, if you wish any additional information may be assumed.