罕见的果汁行业商务ppt模板之新鲜混合水果汁的市场分析与营销

GroupMembers-NishantSubbaPraveenPatelManojTivariFreshPunchCONTENTSAboutCompanyObjectiveAimLocationFinancialsMissionVisionSituationalAnalysisSWOTTAnalysisPESTAnalysesTargetMarketCompetitiveAnalysisCOMPANYINFORMATIONFPAgroisacompanywhichwillproducefruitjuice.FPAgroisgoingtomakeuniquepositionintermsofcorporatepresenceandalsoaplatformforotherFruitJuicecompanies,withitsadvancedtechnologyandtheinstrumentationrequiredtomanufactureaJuicethathasmanydifferentflavors,forutmostcustomersatisfaction.FPAgrowillbeanenvironment-friendlycompanydedicatedonsustainabledevelopmentandcorporatesocialresponsibility,asaservicetosocietyandpreservationofnature.SelectionoftheproductTheproductselectedisJuiceandourbrandnameisFreshPunchJuiceProductFreshPunchisa100percentfruitjuicewhichwillbeproducedandmarketedbytheFPAgroIndustriesLtd.FreshPunchwillproducejuiceinthefollowingvarieties:SeabuckthornApricotPassionFruitKiwiPomegranateAppleOrangePineappleGrapesGuavaMangoMixedFruitPearLOCATIONKullu,HimachalPradesh–rawmaterialOBJECTIVESCarryoutbusinessinthefieldofhorticultureandfoodprocessinginHimachalPradeshTargetofcapturingatleast10percentofthemarketsharewithinayearand20percentby2010-endFINANCIALWillbeincorporatedwithaninitialinvestmentofRs.15cr(150million)MISSION“Tobealeadingproduceroffruitjuicesbasedondedicationtonature,corporateandprocesshygiene,dynamicleadershipandcommitmenttoourpartnersandstakeholders.”VISION“TobecapabletodelivertherangeandqualityofJuicewhichthecustomerdemands,whichcanonlybefulfilledbythemoderntechnologywhichwillhavethescaleandworldwidepresencetodosocompetitively”Nectar10%INDUSTRIALANALYSISBrandedfruitbeveragemarketinIndiaisestimatedtobeworthRs.1,200crore(nectars,drinksandjuicescombined)ThefruitdrinkmarketFruitdrinks60%Juiceaccounts30%Cont..ThejuiceandjuicedrinkcategoryisamongthefastestgrowingsegmentsFruitdrinksasacategoryisgrowingat18-20percent,carbonatedsoftdrinksaregrowingat6-8percent.It’sthefastestgrowingliquidbeveragecategory.Morethan90%ofsaleshappenthroughtheunorganizedroute-juicecenters,streetcornershopsandsoon.•Adequateavailabilityofrawmaterials•Highconsumerretentionrate•Price,acompetitiveadvantage•Naturalproduct•Seasonalavailabilityoffruits•Brandacknowledgement•Limitedfinancialresources•Lateentryintothemarket•Participationwithagrowingindustry.•CompetitiveadvantageovercarbonatedsoftdrinksWellnessawarenessamongstconsumers•CommonwealthDelhi2010•SuccessofincredibleIndiacampaign•Cutthroatcompetition•Unstablegovernmentpolicies•Globalwarming-ScarcityofrawmaterialTRENDSHealthandLifestyleProductEcofriendlypackagingPromotingantiBotulismE-commercePOLITICALTaxLawsStabilityofGovernmentLawofhiringandpromotionECONOMICIncreasingGDPBurgeoningmiddleclassHigherDisposableIncomes,hencemoreconsumerbuyingpowerEasyavailabilityofloansfrombanksSOCIOCULTURALChangingconsumerhabits&lifestyles-TheIndianconsumeroftodayisclearlyseekinghealthieralternativesConsumerbuyingbehaviorTECHNOLOGICALAdvancementofnewertechnologyGovernmentprovidingthrustonR&DTARGETMARKETPrimaryandSecondaryMarketsMarketSegmentationoGeographicvariablesoDemographicvariablesoPsychographicvariablesoBehavioralvariablesTargetMarketsRecreationalFitnessHealthLifestyleSportsContd..PrimaryMarketKids–FondofFruitJuice(fondofmango,strawberry)Teens–MoreexperimentalYouth–ExperimentalandmorebuyingpowerWorkingPeopleHousewivesElderlypeopleContd..SecondaryMarketTravelIndustry–Airlines,RailwaysandLocalTransportSystemsRecreational–MovieTheatres,Malls,AmusementParks,school,collages,hotels,restaurants,barsetc.MarketSegmentationMarketsegmentationistheprocessinmarketingofdividingamarketintodistinctsubsets(segments)thatbehaveinthesamewayorhavesimilarneedsVariablesUsedforSegmentation1.Geographicvariables2.Demographicvariables3.Psychographicvariables4.BehavioralvariablesGeographicvariablesFPAgrohasnosetgeographictargetarea.Byleveragingthebenefitsofliberalizationandintegrationofthemarketsoftheworld,FPwillseektoservebothdomesticandinternationalcustomers.MetropolitanCities,majorcitiesofthestates,andtowns.DensityofArea:Urban,Semi-urban,Rural.Climate:TropicalDemographicvariablesAge–allagegroupgender–BothMaleandFemalefamilysize-doesn’tmatterEducation-doesn’tmatterIncome–middle&hiendconsumeroccupation–student,workingandretiredpeoplereligion–doesn’tmatternationality/race–doesn’tmatterlanguage-doesn’tmatterPsychographicvariablesPersonalityNoLifestyleYesValueYesAttitudeYesBehavioralvariablesbenefitsoughtproductusageratebrandloyaltyprofitabilityincomestatusContd..Usersperceivefruitjuiceasahealthydrink.Usersdrinkfruitjuiceasarefreshingalternativetocarbonateddrinks.Userswillinglyspendonproductsrelatedtohealthandlifestyle.Usersenjoyfruitjuicenotonlyasameansofhealthylife,butasanintrinsicallyenjoyableactivityinitself.COMPETITIVEANALYSISIdentificationOfCompetitorsCompetitorAnalysisMarketshareComparisonStrengths&WeaknessesofCompetitorIdentificationofCompetitorsCavinKarePvtLtd(MaaFruitsPvtLtd.)CocaColaIndia(MinuteMaidPulpyO