How To Carry Forward The Fruit Juice Industry: Group 2, PGPM 08, Sec B

This document analyzes the fruit juice market in India and provides recommendations to carry the industry forward. It conducted primary and secondary research, finding that the market is currently unorganized and worth Rs. 500 Cr annually. Mango and orange juices are most popular. It recommends fruit juice brands promote trial sizes, target niche markets, and take over local vendors to expand in the growing Indian market.

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Priyanka Ghosh

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How To Carry Forward The Fruit Juice Industry: Group 2, PGPM 08, Sec B

Uploaded by

Priyanka Ghosh

We take content rights seriously. If you suspect this is your content, claim it here.

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Download as PPTX, PDF, TXT or read online on Scribd

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How to carry forward the Fruit

Juice Industry

Group 2, PGPM 08, Sec B

1
2
Team Members
• Arijita Chanda
• Neha Marwah
• Priyanka Ghosh
• Saddam Ahmed
• Renasha Rath
• Siddharth Roy
• Sukanta Ghosh
• Sourav Biswas
• Afshan Aziz
3
Introduction
• Indian fruit juice market is an unorganized & newly
developing market. Unorganized shop vendors
dominate this market.
• Indian consumers are moving towards branded fruit
juice due to health consciousness.
• Indian fruit juice market has a net-worth of Rs 500 Cr,
increasing at a rate of 25-30%.

4
Methodology
• The methodology adapted to analyze the fruit juice
market are following:-
– A primary research of judgmental nature has been
conducted where the individuals around, in the campus
and fruit juice vendors are targeted as respondents. The
sample size of the research is 150 being restricted to a
local area
– A secondary research based on Google search engine has
been made, where different states of India were taken into
account , so as to come to a solution

5
Research Analysis
• One can sense an evolution in the development of tetra-pack market
• A gradual progression can be seen from fruit drinks to nectar to juices

BRAND PREFERENCE
• Among the packaged fruit
Slice
9% Frooti
13%
beverages Tropicana has
been rated the highest. Up
to 32% of the respondents
Maaza
25% Real
were aware of Tropicana
21%
and are said to be users,
while Maaza is second on
popularity chart followed
by Slice and Frooti
Tropicana
32%
6
FRUIT JUICE FLAVOURS

• Average Indian has a

35
legendary weakness for
30
mango, when it comes to
25 fruit based juices. Orange
20
is also close to mango,
followed by litchi apple
15
and mixed fruit.
10

0
Mango Apple Pineapple Orange Mixed Litchi Others
Fruit

7
SEASONAL PREFERENCE

140

120
• The demand for
100
juices tends to be high
during the summer
80
season in the sub-
60
continental regions

0
Summer Rainy Winter

8
SEGMENTATION (Taste)

Fruit Juice Fruit Drink Fruit Nectar

• Fruit juice is most

32%
preferred where pulp
content is more than 80%
48%
followed by fruit nectar
with pulp content (40%-
80%) and fruit drink having
a content less than 40%
20%

9
SEGMENTATION (Benefits)

To quench thirst Health Conscious Nutrition Content

Taste Factor

15%
• People now are more
21%
health conscious.
Nutrition content is
important. Quenching
thirst and satisfying the
taste buds come next
33%

31%

10
Secondary Research

• The awareness to trial ratio of Tropicana juice is the

highest where upto 17% are aware of it while the
brand trial stands at 11%
• People have a weakness for mango but orange juice
is most preferred in India
• Most package juice drinking consumers travel abroad
on holidays

11
Secondary Research

• Other attributes of branded juice consumer include

employment of domestic health, ownership of credit
cards & health consciousness
• Awareness levels are considered both in Mumbai &
Delhi. Fruit juice market has more acceptance in
eastern and western India which is due to climatic
condition prevailing there with relation to the rest of
the country

12
Research Problems
• Import process of fruit juice product is a long drawn
out affair
• Unavailability of hygienically produced and well
preserved product with the use of preservatives. The
fact that it is packed denies its freshness
• Fruit juice lose on roughage
• Brand loyalty is low as all the product taste the same
• Consumers are money conscious where the purchase
of fruit beverages is concerned

13
Final Analysis
• Traditional fruit drinks were not just aimed at
children but also on the young adults and
professionals
• Getting recognized as a social drink with
consumption being observed among family and
friends
• Surprisingly teenagers drive the maximum trials who
were earlier interested in colas

14
Recommendations
• Promoting its sales by distributing free 100 ml packs at
various public places
• Taking over the local vendors market
• Targeting niche market by providing different mixes for:
-Sports person
-Health conscious people & people who work out
-Children
-People travelling & on the move

15
Thank You.