ENTREPRENEURSHIP

Group Members
Salman Naseer
M. Asif
Salman Saeed
Husnain Nisar
Hamza Riaz
Noraiz Ali

fruity juicy health

AGENDA

Why New
Product?
Industrial
Analysis
Mission & Vision
Why This Product
Target Market
Competitive
Analysis
SWOT Analysis
Marketing Mix (4
Ps)

WHY NEW PRODUCTS?

New product development is essential to any
business that must keep up with market trends
and changes.
Approximately

one-third

of

the

revenue

business generates is coming from products

they did not sell five years ago
Changing environment creates new demands
and needs

INDUSTRIAL ANALYSIS
Branded fruit beverage market in India is
estimated to be worth Rs. 1,200 crore (nectars,
drinks and juices combined)
Juices - over 85% pulp content
Nectars - 20% to 85% pulp content
Fruit Drink Less than 20% pulp content
Segment
Market Share
Juices

30%

Nectars

10%

Fruit Drink

60%

INDUSTRIAL ANALYSIS

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.
Inhome 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

MISSION
To be a leading producer of fruit juices based

on

dedication to nature, corporate and process

hygiene, dynamic leadership and commitment to
our partners and stakeholders.

VISION
To

be Pakistans Premier Fruit Juice

Company,
offering nutritious & superior quality
tasting drinks to its consumers. By
2017 we aim to
achieve 30% of
Market Share, and while doing it we
would be the best in terms of
consumer value, customer service,
employee talent, and consistent and
predictable growth.

WHY THIS
PRODUCT?

Pakistan currently produces about 50 million

tonnes of fruits, which is about 9% of the worlds
production of fruits.

Though Pakistan has a strong raw material base, it

has been unable to tap the potential for processing
and value addition in perishables like fruits and
vegetables.

Only about 2 percent of the fruits and vegetables

in Pakistan are processed, which is much lower
when compared to countries like USA (65 %),
Philippines (78%) and China (23)%

TARGET MARKET

Primary Market

Kids Fond of Fruit Juice (fond of mango, strawberry)

Teens More experimental
Youth Experimental and more buying power
Working People
Housewives
Elderly people

Secondary Market

Travel Industry
Airlines, Railways and Local Transport Systems
Recreational
Movie Theatres, Malls, Amusement Parks.
School, Colleges
Hotels, Restaurants, Bars etc.

MARKET
SEGMENTATION
Market segmentation is the process in
marketing of dividing a market into distinct
subsets (segments) that behave in the same
way or have similar needs
Variables Used for Segmentation

Geographic variables
Demographic variables
Psychographic variables
Behavioral variables

MARKET SEGMENTATION
VARIABLES
Geographic

By leveraging the benefits of

liberalization and integration of the
markets of the world, FP will seek to
serve
both
domestic
and
international customers.
Metropolitan
Cities,
major
cities/towns of the states.
Density of Area: Urban, Semiurban, Rural.
Climate: Tropical

Psychographic
Personality

No

Lifestyle

Yes

Value

Yes

Attitude

Yes

Demographic

Age all age group

Gender Both Male and Female
Family size - doesnt matter
Education - doesnt matter
Income middle & hi end
consumer
Occupation student, working
and retired people
nationality/race doesnt matter
language - doesnt matter

Behavioral

benefit sought
product usage rate
brand loyalty
profitability
income status

MAJOR COMPETITOR
ANALYSIS
Competitor analysis in marketing and strategically management is
an assessment of the strengths and weaknesses of current and
potential competitors. This analysis provides both an offensive and
defensive strategic context through which to identify opportunities
and threats. Competitor profiling coalesces all of the relevant
sources of competitor analysis into one framework in the support of
efficient and effective strategy formulation, implementation,
monitoring and adjustment.
In order to evaluate the competitive position we have to take a look
on the
competitors of Fruit Punch in JUICE CATEGORY.
Competitors in market
Shezan
Haleeb
Country
Shezan is the main competitor of Fruit Punch nestle juices
compete their
customer on quality basis because In Pakistan their in no big name
in pure fruit
juices. nestle provide their customer pure fruit juices.

MAJOR COMPETITOR
ANALYSIS
Shezan
Strong local name in the juice and drinks range
25 Nestle
juices
Launched Shezan Orange
Launched Twist (nectars) 2003
Aggressive marketing campaign print, electronic
Shezan All Pure 2004
No trial generation activities
No consumer reward/loyalty CPs
Available packaging options
Shezan All Pure 1 Ltr
Nectars
Twist
Shezan nectars 1 Ltr

INTERNA
L

SWOT
ANALYSIS

EXTERNA
L

WEAKNESS

STRENGTH
Adequate availability
of raw materials
Price, a competitive
advantage
Natural Product.

OPPORTUNITY
Participation with a
growing industry.
Competitive
advantage over
carbonated soft
drinks.
Success of incredible
Pakistan campaign.

Seasonal availability of
fruits
Brand
acknowledgement
Late entry into the
market.
Dependence on HP
fruits.
Dependence on
Monsoon

THREATS

Cut throat competition

Unstable government
policies
Rising Global Warming

Marketing Mix

PRODUCT
Fresh Punch is a 100 percent fruit
juice which

will be produced and

marketed by the Agro Industries Ltd.

BRAND NAME: FRUIT PUNCH

PRODUCT LIFE
CYCLE
Our product lie in Introduction Period of PLC
Low sales
High costs per customer
Negative profits
Innovator customers
Few competitors
Objective: To create awareness of product
Offer a basic product
Price at cost-plus
Selective distribution
Awareness dealers and early adopters
Induce trial via heavy sales promotion

PRICING
As a new comer our pricing strategy is to
introduce our products in the market at
lower prices so as to
create huge
demand in the market and then compete
with other competitors.
As we come up in the demand, we will
increase our
prices and will provide
more efficient and affordable juices

PRICING
STRATEGY
Penetration Pricing

Our product will be lie on penetration strategy

with high quality & low price.

For introducing new product.

Price low to capture market share.

Expect to make profit in volume.

PROMOTION

As we are in the Introduction phase, our objective is

to create brand awareness

through Informative

Advertising.

Use of Print Media, Radio Advertisement, Hoardings

in Public

Spots, Sample Distribution, Organizing

Events, TV Commercial etc.

Tie Up with major Cinema halls to

promote our

products during Intervals.

In-film advertising, in its most effective form, is about a

brand being a part of the cinema's content.

WEB MARKETING

Social Networking: In order to reach out to the TA and ensure that

they feel more connected with the brand it is necessary to start
making conversation.

facebook

Creating a community on facebook

Creating a Fan page on facebook
This will enable the brand to keep its TA engaged and
updated on the introduction of new flavors and events

twitter

Creating an active account on a micro-blogging site such as

twitter, where regular tweets on product and event updates
will ensure interactivity
Followers will be encouraged to tweet their suggestions on new
flavors.

5 YEAR PLANNING

Target of capturing 5% of the market share

within a year and 30% by 2016-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.

We would open Satellite Branches in Major Cities

to facilitate
Market Share.

product training &

improve on

Thank
YOU