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Enfresh Juice Presentation

The document proposes a new low-calorie energy juice called Enfresh by Innovative Agro Industries. Enfresh will be produced in various fruit varieties like apricot, kiwi, pomegranate, and will provide energy and refreshment without high fat content. It analyzes the growing Indian fruit beverage market and competitors. Marketing objectives are to earn a good reputation, satisfy customers and maximize profits in the first two years. Target markets include kids, youth and working people seeking a healthy lifestyle drink.

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4K views

Enfresh Juice Presentation

The document proposes a new low-calorie energy juice called Enfresh by Innovative Agro Industries. Enfresh will be produced in various fruit varieties like apricot, kiwi, pomegranate, and will provide energy and refreshment without high fat content. It analyzes the growing Indian fruit beverage market and competitors. Marketing objectives are to earn a good reputation, satisfy customers and maximize profits in the first two years. Target markets include kids, youth and working people seeking a healthy lifestyle drink.

Uploaded by

abhinavgupta_luvu
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
You are on page 1/ 19

Innovative “Enfresh”

LOW CALORIE ENERGY JUICE


PROJECT NAME : LOW CALORIE ENERGY JUICE
PRODUCT NAME : ENFRESH
COMPANY NAME : INNOVATIVE

Prepared By :
Abhinav Gupta
Ajit Chauhan
Ranjita Kumari
Vikash Solanki
COMPANY’S MISSION STATEMENT
“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.”

COMPANY’S PUNCH LINE


Innovative -" Taste with low fats"
Idea
Enfresh is a 100 percent fruit juice which will be produced and marketed by the
Innovative Agro Industries Ltd.

Enfresh will produce juice in the following varieties :

 Apricot
 Kiwi
 Pomegranate
 Apple
 Orange
 Pineapple
 Grapes
 Mango
 Mixed Fruit

LOW CALORIE ENERGY JUICE


INTRODUCTION TO LOW CALORIE ENERGY JUICE(Enfresh)

People started too perished under the scorching heat of summer in our
country. They need an energy drink to refresh themselves. LOW CALORIE
ENERGY JUICE is a fresh juice product. It provides energy and keeps
people fresh when they are felt weak or tired from doing a lot of work.

It contains vitamins and proteins which is a useful energy source. Vitamins


give Innovative and proteins are the energy cells that recharge the human
body so that they work at their maximum. With low fats

The sportsmen, employees and workers become tired due to the work
burden and sunlight which make them feel loose. They need an energy
drink that makes them re-energize so they may be able to perform better
again and feel refresh.
Industry Analysis
Branded fruit beverage market in India is estimated to be worth Rs. 1,200
crore (nectars, drinks and juices combined)
The juice and juice drink category is among the fastest growing segments

Fruit drinks as a category is growing at 18-20 per cent, carbonated soft


drinks are growing at 6-8 per cent.

It’s the fastest growing liquid beverage category.

More than 90 % of sales happen through the unorganized route - juice


centers, street corner shops and so on.

The fruit drink market


Juice Accounts 30%
Nectar 10%
Fruit Drinks 60%
Competitors
Parle Agro (Saint, Frooti, Appy, N-joi )
Dabur (Real )
PepsiCo (Tropicana )
Coca Cola India (Minute Maid Pulpy Orange / Maaza )
Godrej Beverages (Xs brand / Jumpin )
Mother Dairy (Safal)
Surya Food & Agro(Freshgold)
CavinKare Pvt Ltd (Maa Fruits Pvt Ltd. )
SWOT ANALYSIS
•Adequate availability of raw •Brand acknowledgement
materials •Limited financial resources
•High consumer retention rate •Late entry into the market Seasonal
•Price, a competitive advantage availability of fruits
•Natural product

•Participation with a growing industry.


•Competitive advantage over •Cut throat competition
carbonated soft drinks
Wellness awareness amongst •Unstable government policies
consumers •Global warming
•Commonwealth Delhi 2010
•Success of incredible India campaign
- Scarcity of raw material
OBJECTIVES &ISSUES
Objective and Goals must be smart for the purpose of marketing plan as we
know SMART means specific, measurable, attainable, realistic and timely
Growth in all regions.
Satisfy our customer.
Provide high quality Fruit Juice.

FIRST YEAR OBJECTIVE


Profit maximization.
To earn a good reputation and create a good image of the
company.

SECOND YEAR OBJECTIVES


Increase the advertisement.
Generate 60% brand awareness with in the consumers target market

ISSUES
Following are the issues that “Low calorie energy JUICE” is facing:
In relation to the product launch our major issue is the ability to establish a
well regarded brand name linked to a meaningful positioning. We must
heavily invest in market to create an image of our company and our brand.
We also need to measure the awareness and response from the customer
about our product. So we can adjust our marketing efforts.
MARKET SEGMENTATION

Geographic Variables
Innovative Agro has no set geographic target area. 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, small cities, towns.
Density of Area: Urban, Semi-urban, and Rural.
Climate: Tropical

Demographic Variables
Age – all age group
Gender – Both Male and Female
Family size - doesn’t matter
Education - doesn’t matter
Income – middle & hi end consumer
Occupation – student, working and retired people
Religion – doesn’t matter
Nationality / Race – doesn’t matter
Language - doesn’t matter
Psychographic Variables
Personality = No ,Lifestyle =Yes ,Value = Yes and Attitude =Yes
Behavioral Variables
Benefit sought
Product usage rate
Brand loyalty
Profitability
Income status
Users perceive fruit juice as a healthy drink.
Users drink fruit juice as a refreshing alternative to carbonated
drinks.
Users willingly spend on products related to health and lifestyle.
Users enjoy fruit juice not only as a means of healthy life, but as
an intrinsically enjoyable activity in itself.

LOW CALORIE ENERGY JUICE


TARGET MARKET
Recreational
Fitness
Health
Lifestyle
Sports
Primary Market
Kids – Fond of fruit juice
Teen – More experimental
Youth – Experimental and more buying power
Working People
Housewife
Elderly People
Secondary Market
Travel Industry – Airlines, Railways and Local Transport Systems
Recreational – Movie Theatres, Malls, Amusement Parks etc.
POSITIONING

“ A Low-Cal energy Juice Product.”


MARKETING MIX
LOW CALORIE ENERGY JUICE
Pricing Policy
 Apply the concept of providing quality product at optimum price

 Provide Lucrative discounts, deals and schemes

 Adopt sales oriented objective

 Have one price policy to maintain a goodwill among customers.

Pricing Strategy

 So, as a new comer our pricing strategy is to introduce our products in


the market at lower prices so as to create the huge demand in the
market and to compete with other competitors.

 As we come up in the demand, we will increase our prices and will


provide more efficient and affordable juices

LOW CALORIE ENERGY JUICE


Pricing Strategic

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

LOW CALORIE ENERGY JUICE


PLACE
 
Distribution Channel

Bangalore

Kolkata

Delhi

Chennai

Mumbai

Within region

LOW CALORIE ENERGY JUICE


Conclusion
Innovative is become to world leader in Beverages’ Industries,
driving the transformation and growth of the converging
Healthy and Energetic Environment. Innovative is about
enhancing taste and exploring new way to feel fresh and
healthy. Explore the full potential of Enfresh with Different
Flavors coming in market with full of competition.

Thank You
LOW CALORIE ENERGY JUICE

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