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

COMPANYS 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.
COMPANYS 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.
Its 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
materials
High consumer retention rate
Price, a competitive advantage
Natural product

Participation with a growing industry.

Competitive advantage over
carbonated soft drinks
Wellness awareness amongst
consumers
Commonwealth Delhi 2010
Success of incredible India campaign

Brand acknowledgement
Limited financial resources
Late entry into the market Seasonal
availability of fruits

Cut throat competition

Unstable government policies
Global warming
- 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 - doesnt matter
Education - doesnt matter
Income middle & hi end consumer
Occupation student, working and retired people
Religion doesnt matter
Nationality / Race doesnt matter
Language - doesnt 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