1. FRUIT PUNCH
FRUITY JUICY HEALTHY

2. ABOUT FP AGRO PVT LTD
 Fruit juice & fruit drinks.
 Unique position with its advanced technology
to manufacture a Juice that has many
different flavours, for customer satisfaction.
 An environment-friendly.
 Headquarter in Mumbai and branches in
major Metros.

3. MISSION
“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.”

4. VISION
“To be India’s Premier Fruit Juice Company,
offering nutritious & superior quality tasting
drinks to its consumers. By 2016 we aim to
achieve 30% of Market Share, and while doing
it we would be the best in terms of consumer
value, customer service, employee talent, and
consistent and predictable growth.”

5. MARKETING MIX

6. PRODUCT
• Fruit Punch is a 100 percent fruit juice which
will be produced and marketed by the FP Agro
Industries Ltd.

7. Why this product
I.
India currently produces about 50 million
tonnes of fruits, which is about 9% of the
world’s production of fruits.
II. India has a strong raw material base.
III. Only about 2 percent of the fruits and
vegetables in India are processed

9. PRODUCT LIFE CYCLE
Our product lie in Introduction Period of PLC
o
Low sales
o
High costs per customer
o
Negative profits
o
Innovator customers
o
Few competitors
Objective: To create awareness of product
o
Offer a basic product
o
Price at cost-plus
o
Awareness – dealers and early adopters
o
Induce trial via heavy sales promotion

10. PLACE
• Fruits such as Orange, Apple, Pineapple etc
would be purchased from Kullu.
• Mango would be purchased from Hazira and
Dahej.
• Retail & wholesale network of India
• Expanding its reach in the food-service
industry by securing placements in hospitals,
airlines, railways, hotels and restaurant

11. PRICE
• As a new comer our pricing strategy is to
introduce our products in the market at lower
prices so as to create huge demand in the
market and then compete with other
competitors.

12. PRICING STRATEGY
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

13. PROMOTION
 As we are in the Introduction phase, our
objective is to create brand awareness through
Informative Advertising.
 Use of Print Media, Radio Advertisement,
Hoardings in Public Spots, Sample Distribution,
Organizing Events, TV Commercial etc.
 Tie Up with major Cinema halls to promote our
products during Intervals.
 In-film advertising, in its most effective form, is
about a brand being a part of the cinema's
content.

14. WEB MARKETING
• Social Networking: In order to reach out to the TA and
ensure that they feel more connected with the brand it
is necessary to start making conversation.
Facebook
 Creating a community on facebook
 Creating a Fan page on facebook
Twitter

Creating an active account where regular tweets
on product and event updates will ensure interactivity

Followers will be encouraged to tweet their
suggestions on new flavors.

15. MAJOR COMPETITORS

16. TARGET MARKET
• Primary Market
– Kids – Fond of Fruit Juice (fond of mango, strawberry)
– Teens – More experimental
– Youth – Experimental and more buying power
– Working People
– Housewives
– Elderly people
• Secondary Market
– Travel Industry
– Airlines, Railways and Local Transport Systems
– Recreational
– Movie Theatres, Malls, Amusement Parks.
– School, Colleges – Hotels, Restaurants, Bars etc.

17. SEGMENTATION
• Market segmentation is the process in marketing of
dividing a market into distinct subsets (segments)
that behave in the same way or have similar needs
• Variables Used for Segmentation
1) Geographic variables
2) Demographic variables
3) Psychographic variables
4) Behavioural variables

18. 1) Geographic variables
• 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, major cities/towns of
the states.
• Density of Area: Urban, Semi-urban, Rural.
• Climate: Tropical

19. 2) Demographic variables
•
•
•
•
•
•
•
•
Age – all age group
Gender – Both Male and Female
Family size - doesn’t matter
Education - doesn’t matter
Income – middle & hi end consumer
Occupation – student, working and retired people
Nationality/race – doesn’t matter
Language - doesn’t matter

20. 3) Psychographic variables
PERSONALITY
NO
LIFESTYLE
YES
VALUE
YES
ATTITUDE
YES

21. 4) Behavioural variables





Benefit sought
Product usage rate
Brand loyalty
Profitability
Income status

22. Factors driving demand for our product
1) Changing age profile- A relatively larger share of
young population which has the ability to spend on
processed foods
2) Increase in income- The middle and upper middle
income groups growing at a faster rate than in
developed countries resulting in higher spending on
food
3) Social changes- Increasing number of working
women
4) Life style factors- Increasing health consciousness and
need for convenience fruit drink
5) Availability of Organized Retail outlets- These provide
the much needed forward linkages

23. STRENGTH
 Adequate availability of raw materials
 Price, a competitive advantage
 Natural product
OPPORTUNITY
 Participation with a growing industry
 Competitive advantage over
carbonated soft drinks
 Success of incredible India campaign
 Possible deal with Mumbai Cricket
Association
WEAKNESS
 Seasonal availability of fruits
 Brand Acknowledgement
 Late entry into the market
Dependence on Monsoon
THREATS
 Cut throat competition
 Unstable government policies
 Rising Global Warming

24. BIBLIOGRAPHY
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www.mofpi.nic.in
www.exportersindia.com
www.news.reportlinker.com
www.indiaagronet.com
www.hpagrisnet.gov.in