Consumption of Juice Globally
Consumption Country Consumption Country
216 United States 82.4 Sweden
126 Ireland
81.4 Switzerland
119.8 Canada
119.8 Norway 80 Denmark
102.9 Belgium
78.8 Austria
100.1 Australia 72 Germany
52 Finland
96.5 United Kingdom
50.2 Italy
96.1 Netherlands
37.2 France
84.2 New Zealand 21.6 Japan
As India have 3 % consumption
Segment
• Milk base Drink (Amul Mother diary, Gagan,
Nandini)
• Fruit juice and Nectars (Dabur , pepsi and parle
agro (Frooti, appy fizz), Catch, Leh Berry
• Carbonate and soft Drink (coca cola and pepsi)
• Real juice (for kids from Dabur) Fruite
• By Age group of 4 to 10 Yr
• By income of their parents
• By Socio class
Fruit Drink Market : Major Players & Brands
Company Brand Products
Parle Agro Frooti, Appy Mango, Apple, Lime, Guava, Pineapple
Godrej Foods Jumpin, Real Mango, Apple, Lime, Guava, Pineapple
HindustanGrapy Red Grapes, Foods, Litchi etc.
HP AgriHPMC Apple
Mohan Meakins Gold Coin Apple juice
Modern Foods Rasika Mango, Guava
Pepsi Food Slice Mango / Tropicana
NAFEED Nafed Apple, Mango, Guava, pineapple, Orange
MIDCL * NOGA Pineapple Agro
Coca-Cola Mazaa Mango
Dabur Real Fruite juice
Milk base Drink (Amul Mother diary, Gagan, Nandini)
Rasna
3
Regional Base (Region wise und..)
• Soft Drink Regional base
• Cola drinks (Metro cities) Northern states of UP, punjab and
Haryana
• Orange flavored drink in southern states
• Western market on Mango
• According to an independent beverage industry report, close to
120 billion litre of beverages gets consumed in India annually.
Industry observers said that 55% of sales of Indian soft drink
industry comes during the summer. This presents a huge window
of opportunity to generate maximum growth during the season.
Pricing
• Frooti 10 Rs
• Tropicana 15 Rs
• Real 15 Rs
• Rasna Fruite plus 3 Rs
Target Market
• Rasna plans to appeal to this new target audience, riding on a three
point strategy model - maintaining value for money, focusing on
the health factor and highlighting the ease of using the product.
• Sponsored educational material is one of the most common
practices witnessed today. Retailers are eagerly exploiting this
medium as well.
•
• Children are being targeted by the retailers to promote their
products. This phenomenon is soon catching up as an important
marketing tool
Packaging
Frooti
http://www.authorstream.com/Presentation/chitrakamal-590986-frooti-as-
brand/
http://pepsicoindia.co.in/Brands/Beverage/Tropicana.aspx
http://www.coca-colaindia.com/brands/brands_mazaa.aspx
http://www.rasnainternational.com/product1.html
http://www.dabur.com/Products-foods-fruit%20real
http://www.scribd.com/doc/12937133/real-VS-tropicana
• The reason beverage majors are focusing on the juices category, is
because of the most noticeable trend of a rise in health consciousness
among consumers. In the 660-million-case juice market in India, lemon
has emerged as the number one flavour with a 49% share. "The lemon
drink category presents a huge untapped opportunity.
• Pointing to one of the prevailing consumer trends, Ricardo Fort, VP
Marketing, Coca-Cola India, said, "Marketers have to keep their eyes open
to see how consumers interact with brands. It's more than price and
packaging. Brands have to tell stories and entertain. It's the age of
consumerism plus entertainment.“
• http://www.scribd.com/doc/12937133/real-VS-tropicana
• http://childrensministry.com/articles/creating-a-buzz
