Competitive Analysis & Market Objective
Uploaded by
Hasnain ShahidCompetitive Analysis & Market Objective
Uploaded by
Hasnain ShahidCompetitor Analysis
In Marketing, competitor analysis is the strategic assessment of the strengths and weaknesses of
a brand’s current and potential competitors. The analysis helps in providing both offensive and
defensive strategies to deal with threats to a business and to successfully recognize opportunities
in a market. In short, a competitive or competitor analysis helps to:
1. Identify gaps in the market
2. Develop new products and services
3. Uncover market trends
4. Market and sell more effectively
Nestle Fruita Vitals Chaunsa (1 litre) has direct competition with some products by Pakistan’s
mainstream brands which include:
1. Shezan Mango Drink (1 litre)
2. Shezan All Pure Mango Nectar (1 litre)
3. Haleeb Chaunsa (1 litre)
4. Fruitien Chaunsa Mango Nectar (1 litre)
5. Fruiti-O Mango Juice (1 litre)
The above mentioned are some of the mainstream brands that occupy most of the market share in
the packaged or juice industry in Pakistan. There are also some other brands with products
similar to these like:
1. Slice Mango (1 litre)
2. Fresher Mango Juice (1 litre)
Moreover, Nestle Fruita Vitals Chaunsa (1 litre) faces fierce competition from some other
products within the Nestle brand family which include:
1. Nestle Nesfruta Mango (1 litre)
2. Nestle Fruita Vitals Royal Mangoes Nectar (1 litre)
Our selected product also receives indirect competition from products like:
1. Coca Cola, Fanta, Sprite by Coca Cola Company
2. Pepsi, Mirinda, 7Up, Mountain Dew by PepsiCo
3. Energy Drinks (Red Bull, Sting, Monster)
4. Sports Drinks (Gatorade, Prime)
5. Tea & Coffee
Out of all these competitors, Shezan is the only company that gives fierce competition to “Nestle
Juices” in the nectar and pure juice markets mainly because of their prices. A Nestle Fruita Vital
Chaunsa (1 litre) is priced at Rs. 240 while the equivalent Shezan Mango (1 litre) is priced at Rs.
130. Moreover there are other reasons as well that contribute to Shezan dominating the Juice
Market in Pakistan which include:
1. Shezan owns its own fruit farms or orchards.
2. The company has been operating in the market long before Nestle Juices.
3. It has become better accustomed to the culture of the country and the needs of the
customers.
4. They offer good quality juices at affordable prices especially all nectar juices.
5. Shezan juices has a well-established distribution channel all over the country.
Market Share
Market Share
22
6
Nestle
Shezan
Haleeb
Fruitien
30 Other
60
The above graph shows that for the time being Nestle holds the major market share in the juice
industry followed by Shezan and the other brands.
Marketing Objectives
The main objectives of Nestle Fruita Vitals Chaunsa are:
1. To maintain its market leadership by sustaining 60% market share.
2. To further improve its Chaunsa Mango juice and increase the nectar count to compete
with Shezan All Pure and other brands.
3. To promote the juice amongst the youth.
ANSOFF Matrix consists of:
Market Penetration
Market Development
Product Development
Diversification
Keeping the main objectives of our Nestle Fruita Vitals Chaunsa (1 litre) in mind, we will be
using the Market Development strategy in which we are going to take our existing product which
is the 1 litre juice bottle and enter new markets which in simpler terms means we are going to
attract new customers.
To develop the market, we will:
1. Sponsor events and gatherings
2. Offer samples at public locations
3. Use clever marketing tactics
Sponsor Events & Gatherings
We can increase our market and the number of customers that enjoy our juice by making it
readily available at social gatherings and events like concerts, seminars, university and college
festivals, sports tournaments. All instances where people would need a quick fix to quench their
thirsts. The people can get the 1 litre juice bottles and enjoy the juice with their friends and
family which simultaneously promoting our product and securing their spot as our customers.
Offer samples at public locations
We will offer testers and samples of the juice at public and prominent locations like shopping
malls, public parks, outdoor marks etc. People will come and try our juice during the hot
summers and it will give them a refreshing feeling. This helps our product get associated with
that feeling and the customer will come back for more and eventually buy our product whenever
they need that refreshing feeling again.
Clever Marketing
We will use clever marketing tactics to promote our products. The youth follow social media
influencers these days. We can commission those influences to promote our product on their
respective platforms and help us attract the youth towards our product. We will also set up
promotional schemes and can give a complimentary 200 ml juice box free with every 1 litre juice
bottle. This will attract new and old customers towards our product which in turn would increase
our market share.
Mission
The slogan of the brand Nestle is “Good Food, Good Life” and the mission is to provide the
customers with products that have the best tase, offer a wide range of flavors and most
importantly are healthy and nutritious.
Target Market
Our product is highly targeted towards the youth but it is suitable for all age groups as our juice
is a healthy, refreshing drink and can be enjoyed by anyone from our energetic youth to the diet
and health-conscious adults and elderly. Nestle Fruita Vitals mainly targets the health-conscious
people by creating its healthy and nutritious image in customer’s mind. We are going to target
health-conscious people, so in this way people who are more concerned about their health they
don’t even hesitate to pay extra money for getting natural fruit nectar juices with minimum
additives and low calories.
Furthermore, since the prices of Nestle Fruita Vitals Chaunsa are higher than other substitutes
from other competitors, so we are targeting mainly middle, upper middle and high class. As for
lower middle class or other classes, Nestle has another juice brand, Nesfruta. But for Nestle
Fruita Vitals we are going to charge premium price mainly focusing on middle, upper middle and
high class.
How our product is different from the competition
Nestle Fruita Vitals Chaunsa focuses on the real, authentic chaunsa mango taste with the
maximum nectar count when compared to any of its competitors in this specific market. Our
juice is rich with vitamins, minerals and contains lesser calories. Moreover, our packaging
includes state of the art tetra pack juice cartons and bottles that are not only easy to open but also
keep the juice fresh for an extended period of time.
Our 1-litre bottle is bright and colorful and can easily be
spotted when placed amongst similar products. The use of
bright colors like yellow and green attract the customers
attention towards our product, moreover the use of graphics
like the dew drenched fresh mangoes floating in its nectar
pique the customers’ interest. The black and red colors behind
the text make the name of the product easily visible and the
slogan for Fruita Vitals “Sip Positive” is also clearly visible on
the bottle.
Nestle Fruita Vitals Chaunsa ( 1 litre) despite being priced higher than its competitors will make
its position in the market because:
1. Nestle brand image is trusted nationally and internationally by the majority of the people
and they know that the product will be good.
2. Fruita Vitals Chaunsa ensures 100% pure nectar without any added sugar or taste.
3. The pure nectar enhances nutrition and makes our product calorie smart and attractive
towards people in all age groups.
4. Our cartons and packaging are 100% recyclable.
