Packaged Sugarcane Juice in India

Industry: High future potential for growth

Consumer: Has preference for local tastes and flavours
Why this industry?

Why this product?

Segment wise growth

250,000.00
200,000.00
150,000.00
100,000.00
50,000.00
0.00

Car
bon
ate
s
Juic
es
Bot
tled
Wat
er

Go to market
Strategy

CAGR of over 30% over past 10 yrs

Indian packaged juices market is valued at INR 1100
crores
Projected CAGR of 15% over the next 3 years
Drivers of growth for packaged Juice industry
Rising income
Increasing health consciousness resulting in shift
away from carbonated drinks
Rising consciousness towards Hygiene resulting in
shift away from street fresh juices
Trends in Food and beverage industry:
Shift towards healthy food
Food which is convenient to consume
Food on the go
Food from natural products

Consumer analysis
In cultures like India where there is a strong food heritage, taste preferences are hard-coded in
peoples psych
Local preferences transcend generations. Local cultures absorb new influences, but they at
best supplement existing preference.
The insight can be backed by the trend in the carbonates category of beverages where the
growth for carbonates segment is attributed to lime flavored drinks. Sprite recently became
largest soft-drink brand in India. This is happening because Cola is an acquired taste for
Indians whereas lemon is a taste something almost every household in India
consumes.

A consumer survey of sample size of 50 was done.

Why this industry?

Go to market
Strategy

Why this product?

Current consumer perception of sugarcane juice

Perceived as a mass drink and mainly associated with street vendors
Sugarcane juice is a good thirst quencher, which is found to be tasty by many
Several health benefits and medicinal properties most of which remain unknown to the
masses
The lack of hygiene that is observed during the crushing operation is a major turn off for
many health conscious consumers
Need - Gap Analysis
What
consumers
want from a
juice?

What consumers get from

sugarcane juice vendors?

Healthy

Low awareness of benefits

Hygienic

Unhygienic

Easy availability

Availability in disperse
locations

Flavours

Just the natural flavour

Package
d
Sugarca
ne Juice
will help
us fill all
these
gaps

Available in all
Available for a short duration
seasons
in summers
Impact on Consumer perception of sugarcane juice after packaging
Perceived to be hygienic
Perception of freshness will decrease
Still no impact on awareness of health benefits(will be tackled through promotion slideno.5)

Why this industry?

Go to market
Strategy

Why this product?

Insights from Discriminant analysis

Current drivers of consumption

Current positive value driver is
freshness
Current negative value driver is Low
hygiene
Consumer drivers once packaged
Refreshing will be positive drivers
Lack of awareness of health benefits
will be negative drivers
F1 = f(Hygiene, Refreshing)
F2 = f(Health, disease
Recommendation
prevention)
Promote health benefits
Insights from Discriminant analysis
Position as a refreshing drink

Refreshing
Rating

2.00
3.00
4.00
Freque
Freque
Freque
ncy
%
ncy
%
ncy
%
Clust
1
5
83.3
8
50
1
3.7
er
2
1
16.7
8
50
26
96.3
Combined
6
100
16
100
27
100
Since we intend to position our product as a
refreshing drink & in cluster two 96.3%
respondents gave a high rating of 4 (on a scale of
0 to 5)to importance of attribute of Refreshing.

Cluster 2 typical
profile
Age

18 to 35

Income

4 to 8 lakh

Education

SSC pass

Region

Urban

For determining the Product and Price of the marketing mix a consumer
survey of 50 respondents was done. Conjoint analysis was done to
determine the product attributes via concept cards
Why this industry?

Go to market
Strategy

Why this product?

Concept card design

Attri Pack
bute agin

g
Leve
ls
1
Bottl
e
2
Tetra
Pack
3
Can
4
_

Pack
Pric Flavou
size(m
e
r
l)
(Rs)

200 ml
300 ml

10
12

Results

Packagi
ng type

7.93
%

Ginger
Pack
size

Mint

20.9
3%

Tetra
Bottle
Can
pack
0.111
0.1648 0.0532
6
500
200 ml 300 ml
ml
0.326
0.4024 0.0872
9
Rs 10 Rs 15 Rs 20

1L
0.162
7
Rs 25

Rs 50
500 ml
15
Lemon
37.5
0.557
0.749
1000
25 Natural
Price
0% from
0.0169
0.2895
-0.114
6
ml Product and price conclusions
above
analysis 1
Lemo
Natur
and Flavour
the most
5 Price _
_ are 50
_ important factors in determining the success of the product
Ginger
n
Rose
al
The product should be priced in between Rs 15 and Rs Mint
20
Product will be launched in Lemon and Natural flavours
Main SKUs should be 500 ml & 1 L packs
33.6
0.0596 0.575 0.508 0.569
Flavour
3% 0.0405
1
8
6
3

Best Profile

Packaging

Pack size

Price

Flavour

Bottle

500 ml

20

Lemon

For determining the Product and Price of the marketing mix a consumer
survey of 50 respondents was done. Conjoint analysis was done to
determine the product attributes via concept cards
Why this industry?

Why this product?

Promotion/advetisement
Medium: Television, Newspaper, Social Media

Go to market
Strategy