EXECUTIVE SUMMARY.

India is a tropical country and has accorded a favorable reception to thirst quenchers such as fruit juices and aerated drinks. India is a market of diversity diverse with regards to incomes, price points of products, culture and preferences and a marketer has to get use to these diverse characteristics of the market.

 Juice is to a great extent considered as a luxury not a necessity in our society, surely but slowly things are changing mainly in the urban and semi urban areas, where the population is getting more and more health conscious and are realizing the important nutrient values of fruit and are making them a part of their daily diet.

MARKET ANALYSIS
Although fruit drinks focus strongly on out of home consumption, the juices and nectars have been concentrating on takeaways or in-home consumption with more choice coming in, the tetra- pack market is likely to witness further segmentation. Packaged fruit juices are getting recognized as social drinks now, with dominant consumption being observed in the company of family and friends. People have started to perceive fruit juices as anytime beverages, with consumption being spread more or less evenly between the mid mornings, afternoons and evenings. And generation now is as much inclined to sipping fruit juices as colas, with teenagers driving the maximum trials.

VISION
Our vision is to continually improve all aspects of our business and the world but not on the cost of our environment. Launching The Product In the urban markets and then penetrating in the rural markets. Provide the customers 100% pure health juice

Can juzz.. HEALTH DRINK

ABOUT THE PRODUCT

One benefit could be the nutrition content it gives to the consumer so one market could be the health-conscious segment. Second benefit is thirst quenching, so the other segment could be those buying the drink or nectar for satisfying the thirst.

COMPETITORS
Parle Agros Frooti, a mango drink, was introduced in the tetra pack in 1985 and since then has been a leader in its segment. The market has suddenly picked up since 1994- 95 and a few players have emerged as market leaders. Other products Milk by- products like buttermilk and lassi also serve as major substitutes. They compete in terms of low price as well as easy availability. These drinks are also considered important from the health perspective.

COMPETITORS
There are two main brands in this segment of non- carbonated drink markets; they are Real from Dabur and Tropicana from PepsiCo. These two players command around 80% market share in the organised sector.

Product Description.
Ingredients. Sugarcane, permitted stabilizer Packaging Tetra Pack

PRODUCTS
Sugarcane juice. Rich in vitamins and proteins. Provides nutrients All season health drink. Reduces dehydration in summers.

PRICE
Price is inclusive of several elements like, Labour cost. Processing cost. Packaging cost. Advertising & promotional cost. Transportation cost. Taxes etc

1. Price - The company will introduce the product in

the following three different sizes.

200 ml Tetra Rs. 10

PLACE
Targeting urban market and rural. 1st marketing the product in Mumbai. And then reaching it to the rural and remote areas of maharashtra.

Marketing Mix: 2. Distribution GANNA health drink will be distributed

mainly in metro cities. It will be distributed through channels such as supermarket, convenience stores, independent food stores and direct sales.

 Promotes itself with the help of print media. Promotion through banners and hoardings in major crouded areas of mumbai. Supplying free samples for product testing to penetrate into the market. Providing TV ads.

PROMOTION

Advertising & Promotion:

Sample. Advertisement in leading newspapers. TV channels.

Customer Service:
The company will provide information on the various health benefits offered by the drink.

5M
1. 2. 3. 4. 5. Mission Money Media Measurement message

MISSION
Our mission is to be the worlds premier consumer products company and providing quality products to consumers, ensuring value for their money. And in everything we do we strive for honesty fairness and integrity.

2011- 2012

STP
SEGMENTATION Geographic : urban and rural areas in india Demographic : all income groups Psychographic : (ATTITUDES & BELIEFS) basically for quenching thirst, economical product. specially the health conscious.

STP
TARGETING People of all Age and Income groups. The "Value Conscious" people. the health conscious.

TARGET MARKET : Two major target markets for ready-to-drink sugarcane juice. One group is the consumers on the go. These are the employees, students, and other consumers who lead a busy lifestyle. The hectic Indian lifestyle demands for optimize productivity with lesser time-consumption. Thus, there is a need for products that are accessible and readily available. The other group is made up of health conscious consumers, specifically the younger who demand anything healthy.

STP
POSITIONING - Tagline SMALL INNOVATIONBIG REVOLUTION! - Vision of the future. - Great to the taste buds as well as easy on the pocket. At the same time being trendy in style (packaging).

MARKET SEGMENTATION The bases for segmenting consumer markets include: Demographical bases 1. Age All age groups 2. Family size 1-2,3-4,5+ 3. Life cycle - Young, single married under 18 older 4. Occupation Professional ,proprietors, clerical sales persons

ANALYSIS

 Brand Name 100% Natural Health benefits

 Logistics of procurement Short self life. Completely dependent on villages for its raw material. Salaries offered is less compared to competitors

Value addition. Export potential. Use internet to sell its products. Introduced hybrid products in the market. Exploring foreign markets

 Juice vendors, the un-organized sector Strong competition from MNCs The yield of sugarcane. Fluctuation in prices

PARTICULARS Advertising through newspaper Advertising through television Contest Free Samples Total

TOTAL COST

Sales Forecast: The estimated sales of 1,00,000 tetra packs of 200 ml for 4 months Break Even Analysis: Total Expense / Cost of one bottle TOTAL EXPENSE / 10 = So the break even could be achieved after selling ------- packs.

 Pre-Launch Marketing seminar for the local network of distributors to discuss the marketing strategy and implementation of the product. Supplying the product to local addresses to constitute the first stock (wholesale/retail)

Launch Launch of the product on -20th March 2011---- Promotion & Advertising Campaign.

 Post- Launch Monitor the sales on weekly basis to interpret the market share and sales revenue compared to the forecast.

 Newspaper ads: 400sq.cm Advertisement will be given on 18th and 19th of March , 2011 Name of newspaper Times Of India DNA Loksatta Days/ Dates 2 (Tuewed) 2 (Tuewed) 2 (Tuewed) Rate per sq.cm(Rs) 2,400 240 1,200 Calculations 400x2x2400 = 19,20,000 400x2x240 = 1,92,000 400x2x1,200 = 9,60,000

Source: Yogayog Publicity, V.G.Kulkarni

 Television ads: 15 seconds Advertisement will be given on 18th and 19th of March , 2011

Name of newspaper

Days

Rate per 10 secs.(Rs) 4,20,000 75,000

Calculations 15x2x4,20,000 = 1,26,00,000 15x2x75,000 = 22,50,000

Star Plus Star One

2 (Tuewed) 2 (Tuewed)

Source: www.startv.com

HOARDING. 1st March to 1st April Mulund (Station exit) 16x8-- Rs17,000/month Bhandup (station) 16x8-- Rs15,000/month Thane (unipoles, Nitin flyover) 30x15-- Rs50,000/month
Source- GUJJU ADs

 Returns on Investment
Particulars
200ml Tetra Pack

Numbers Unit price

1,00,000 10

Revenue
10,00,000 10,00,000

TOTAL REVENUE

Return on Investmnet = Total Revenue Total Expense = 10,00,000 Approximately ----- % profit on and against investment.