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Innovative EnfreshLOW CALORIE ENERGY JUICE

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PROJECT NAME : LOW CALORIE ENERGY JUICE

PRODUCT NAME : ENFRESH

COMPANY NAME : INNOVATIVE

Prepared By :Abhinav GuptaAjit ChauhanRanjita KumariVikash Solanki

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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"

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Enfresh is a 100 percent fruit juice which will be produced and marketed by theInnovative 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

Idea

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INTRODUCTION TO LOW CALORIE ENERGY JUICE(Enfresh)

People started too perished under the scorching heat of summer in ourcountry. They need an energy drink to refresh themselves. LOW CALORIEENERGY 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. Vitaminsgive Innovative and proteins are the energy cells that recharge the humanbody so that they work at their maximum. With low fats

The sportsmen, employees and workers become tired due to the workburden and sunlight which make them feel loose. They need an energydrink that makes them re-energize so they may be able to perform betteragain and feel refresh.

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Industry AnalysisBranded 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 softdrinks are growing at 6-8 per cent.

Itsthe fastest growing liquid beverage category.

More than 90 % of sales happen through the unorganized route - juicecenters, street corner shops and so on.

The fruit drink market

Juice Accounts 30%

Nectar 10%

Fruit Drinks 60%

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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. )

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SWOT ANALYSIS

Adequate availability of rawmaterials

High consumer retention rate

Price, a competitive advantage

Natural product

Participation with a growing industry.

Competitive advantage over

carbonated soft drinksWellness awareness amongst

consumers

Commonwealth Delhi 2010

Success of incredible India campaign

Brand acknowledgementLimited financial resources

Late entry into the market Seasonal

availability of fruits

Cut throat competition

Unstable government policies

Global warming

- Scarcity of raw material

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OBJECTIVES &ISSUESObjective and Goals must be smart for the purpose of marketing plan aswe know SMART means specific, measurable, attainable, realistic andtimelyGrowth in all regions.

Satisfy our customer.Provide high quality Fruit Juice.

FIRST YEAR OBJECTIVEProfit maximization.To earn a good reputation and create a good image of the

company.

SECOND YEAR OBJECTIVESIncrease the advertisement.Generate 60% brand awareness with in the consumers target market

ISSUESFollowing are the issues that Low calorie energy JUICE is facing:In relation to the product launch our major issue is the ability to establisha well regarded brand name linked to a meaningful positioning. We mustheavily invest in market to create an image of our company and ourbrand. We also need to measure the awareness and response from thecustomer about our product. So we can adjust our marketing efforts.

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MARKET SEGMENTATION

Geographic VariablesInnovative Agro has no set geographic target area. By leveraging thebenefits 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 VariablesAge all age groupGender Both Male and FemaleFamily size - doesnt matterEducation - doesnt matterIncome middle & hi end consumerOccupation student, working and retired peopleReligion doesnt matter

Nationality / Race doesnt matterLanguage - doesnt matter

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Psychographic VariablesPersonality = No ,Lifestyle =Yes ,Value = Yes and Attitude =Yes

Behavioral VariablesBenefit soughtProduct usage rate

Brand loyaltyProfitabilityIncome statusUsers perceive fruit juice as a healthy drink.Users drink fruit juice as a refreshing alternative to carbonateddrinks.Users willingly spend on products related to health and lifestyle.Users enjoy fruit juice not only as a means of healthy life, but asan intrinsically enjoyable activity in itself.

LOW CALORIE ENERGY JUICE

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TARGET MARKETRecreational

Fitness

Health

Lifestyle

Sports

Primary Market

KidsFond of fruit juice

TeenMore experimental

YouthExperimental and more buying power

Working People

Housewife

Elderly People

Secondary Market

Travel IndustryAirlines, Railways and Local Transport Systems

RecreationalMovie Theatres, Malls, Amusement Parks etc.

POSITIONING

A Low-Cal energy Juice Product.

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MARKETING MIX

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LOW CALORIE ENERGY JUICE

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Pricing PolicyApply 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 inthe 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 willprovide more efficient and affordable juices

LOW CALORIE ENERGY JUICE

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Pricing Strategic

Penetration Pricing

Our product will be lie onpenetration strategy withhigh quality & low price

For introducing newproduct

Price low to capturemarket share

Expect to make profit involume

LOW CALORIE ENERGY JUICE

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PLACE

Distribution Channel

LOW CALORIE ENERGY JUICE

Bangalore

Delhi

Chennai

Mumbai

Kolkata

Within region

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Conclusion

Innovative is become to world leader in BeveragesIndustries, 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 ofEnfresh with Different Flavors coming in market with full

of competition.

Thank You

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LOW CALORIE ENERGY JUICE