A detailed analysis of competitor's products, Gap analysis, Go to Market & pre and post launching of the product, and How to do the promotion.

1. FRFABRIKAM RESIDENCES
FRUIT CRUSH

2. PROJECT OVERVIEW
2
• India is second largest producer of fruits (45
million tonnes).
• Only 2% of the fruits are processed and used
in syrup, squash, crush Fruit juices,
concentrates & pulp.
• Market Size is more than 1200 crore (derived)
which is dominated by unorganised players.
Type Share (%)
RTS Beverages 38
Pulp / Concentrate 40
Fruits juices 12
Squashes 10

3.  To Add new sales value of Rs. 2.8 CR.
 Penetrate to 25% of our existing customers at Pan India.
 To add new product line so that we can cater new customer.
 Strengthen our existing business prospect along with
addition of new profitable market.
 Optimize the existing resources, sales, distribution,
marketing, chef etc.
 Minimize the existing business risk & Improve the brand
equity and gain market share.
 Add value in our offering to the existing & potential
customers.
 Target Customers & business channel are the same, We are
having skill set to sell & show the application.
 Large market is control by unorganized players so there is a
huge scope.
IDEA
3

4.  New revenue streams.
 New opportunities & possibilities.
 Exciting growth prospects.
 Business expansion.
 More customer base.
 Gaining momentum with our
products in the market.
 Building trust.
 Capturing market share.
 Employee motivation & retention.
WHY WE SHOULD
LAUNCH?
4

5. XXXX
 XXXXX
XXXX
 XXXx
5
PRODUCT PROFILE &
FLAVOUR

6. 6
COMPETITOR OVERVIEW
Brand Share %
Mapro
Mala
Manama
Other Organised
Unorganised
Mapro is leading this with maximum market share.
Brand
Product Categories
Prmeixes NDWT FAT
Chocolat
e
Fillings Glaze
Mapro NA NA NA NA YES NA
Mala’s NA NA NA NA YES NA
MANAMA NA NA NA NA YES NA
Golden Crown NA NA NA NA YES NA
UN-
ORGANISED NA NA
NA NA YES NA

7. 7
COMPETITOR OVERVIEW-
CONT.
PRODUCT
Known Brand.
Premium Product.
Attractive packaging.
PRICE
Credit policy.
Competitive & attractive
price.
Discounted/Offer Price.
PLACE
Pan-India availability of the
product.
Strong Distribution
network.
strong Logistics team.
Inventory.
PROMOTION
Social media
post/Advertising..
Word to mouth.
Sales force.
Sales promotion.
Public Relation.

8. 8
STRENGTHS
Known Brands.
Pan India Distribution
& Team availability.
Strong Relationship.
High Quality of
Product & Services.
S
WEAKNESSES
Dependent on
relationship with
Suppliers.
Physical Resources.
Human Resources.
W
OPPORTUNITIE
S
New revenue streams.
Exciting growth prospects.
Business expansion.
Capturing market share.
Expansion of Product.
O THREATS
Large no. of
competitors.
Acceptability of the
product.
High competition in
terms of pricing.
Changing customers
attitude.
T

9. 9
• Existing Customer/Loyal to
the brand.
• Bakery Owners willing to
have quality product.
• More comfortable buying
from a well known
company.
• HORECA
Target
Customers

10. • Leaflet
• Advertisement-Offline +Online
• PR
• Chef/ Restaurants show activities participation
• One to One Campaign with key person
• Online Promotion
• Build a powerful positioning platform
• Generate awareness & create demand.
• Build Customer preference & Elicit Loyalty.
PROMOTIONAL IDEA
10

11. 11
Sales-led Product Assisted Product-led
• Customer
accusation led
primarily by sales
team.
• Ensure creation of
an effective
customer
experience.
• Driven by customer
expectations to try
the product earlier in
buying process.
• Enhance ability to
react to changes &
customer desire.
• Product as main
channel for customer
acquisition, retention
& Expansion.
• An established path
for growth.
Distributors/Sub-
distributors
• Supply &
Distribution
should be done on
time.
• Reduced time to
market for
products &
services.

12. 12
Company
Warehouse/CFA
(2-4%)
Distributors/Su
b-Distributors
(8-10%)
Customers/Bakers

13. 13
Selective Store
Direct sampling of the product
in selective Bakery.
Event Based
Organise an event & give
samples of the product to the
customers for testing.
Indirect Sampling
Provide a free sample to the
customers whenever he apply
for the new orders of
existing/old product.

14. 14
• SE
P
Area
• NOV
Area
• JAN
Area
• OCT
Area
• DEC
Area

15. 15
• Product & Month wise total sales projection.
• Product & Month wise and area wise sales projection.
Flavours Sales in Ton Monthly
Strawberry 60.00 5.00
Mango 30.00 2.50
Orange, 40.00 3.33
Pineapple, 60.00 5.00
Blueberry 60.00 5.00
Kiwi 60.00 5.00
Total 310.00 25.83

16. 16
Ideation
Own Manufacturing OEM
NPD Process Vendor Evolution
Commercialization Commercialization

17. 17
• Compare the success metrices to real data to make
adjustments.
• Keep momentum & follow up with customers who “weren’t
quite ready”
• Follow up for testimonials- after a month.
• Take the feedback & make the further product
development.
• Blog & social media Posts
• Customer satisfaction surveys.
• Loyalty programs