1. Research on
Juices
DATA ANALYSIS
Prepared by
Group 3
Group 4

2. AGENDA
• Consumption of juice, time, occasions, place and
reason
• Awareness of different segments of juice and
perception
• Triggers and barriers to consumption of packaged juice
• Brand strength of major brands
– Awareness
– Usage
– Imagery
• Conclusion
• Recommendation

3. Brands consumed
6
18
47 REAL
TROPICANA
CERES JUICES
31
MINUTE MAID
ACTIVE
OTHER
1
53

4. Place of consumption
parties, 8
home, 18
on the go, 26
college, 9
office, 5

5. Time of consumption
I do not have a specific time (anytime
is good or when I feel like drinking it)
Morning
Evening
Afternoon
After dinner
0 5 10 15 20 25 30 35 40 45

6. Drink Preference
17 Aerated/Carbonated
drink
41 Fruit flavoured
Fruit juice
20
100% fruit juice
16

7. Reasons of consumption
taste health Doctor's advice others
0%
6%
27%
67%

8. Frequency of Drinking
LESS THAN ONCE A WEEK 16
ONCE A WEEK 9
NOT DAILY BUT "MORE THAN TWICE" A WEEK 33
DAILY 7
0 5 10 15 20 25 30 35

9. Segment awareness
14 13
12 11
10
8 7
Fruit Juice
6
100% fruit juice
4
2 2
2 1
0
200ml 1 litre 1 litre+

10. Barriers to fruit juice consumption
30
25
20
15
10
5
0
Better alternative Health issue Price Taste/Flavor

11. Best alternate drink
OTHER
VEGETABLE JUICE
WATER
AERATED/CARBONATED DRINK
0 5 10 15 20 25 30

12. Attributes - Rating
Brand Name 239
Availability 258
Price 208
Fruit Content 244
0 50 100 150 200 250 300

13. Brands based on “price”
250
200
150
100
50
0
Real Tropicana Ceres Juices Minute Maid Active

14. Brands based on “taste/flavor”
300
250
200
150
100
50
0
Real Tropicana Ceres Juices Minute Maid Active

15. Brands based on “being healthy”
300
250
200
150
100
50
0
Real Tropicana Ceres Juices Minute Maid Active

16. Brands based on “availability”
300
250
200
150
100
50
0
Real Tropicana Ceres Juices Minute Maid Active

17. Awareness + Price Premia
45
40
39
35 32
30
25
20
15
10
5
0
Attention to content Willing to pay premium

18. Overall Conclusions
• Of the current brands present in the
market, Tropicana leads the pack with Real in
second
• On the go juice drinking is most prevalent
• Most people do not have a specific time when
they drink juice (maybe because most of the
respondents are students)
• Majority of the consumers drink juice because
of its taste

19. Overall Conclusions
• Tropicana is the most valued brand on
Price, taste/flavor, health and availability
parameters
• Availability is the most important attribute
according to consumers
• 39 of the 65 respondents pay attention to fruit
content in the juice while 32 are willing to pay
a premium for extra fruit juice content

20. Recommendations
• Product
– Fruit Juice and 100% Fruit Juice
– Start with very tasty flavors
• Pricing
– At par with Tropicana and Real
• Place
– Kolkata: has to be available everywhere
• Promotion
– Differentiation strategy will be based on taste