Industry Analysis
? Fruit juice industry coupled with beverage industry in one of the largest industrial sectors in India, growing at a robust rate of 27% ? Change in urban lifestyle ? Natural Drinks preferred to Carbonated Soft Drinks ? Lack of packaged sugarcane juice due to lack of technology. But recent advances in technology has made it possible as seen in Middle East
? India is second largest producer of sugarcane in the world after Brazil
? Freshly extracted sugarcane juice is very popular in India which is served alone or with ginger/ lime extracts
? Major problems - Contamination of juice with micro-organisms and unhygienic ways of preparation
Why HUL?
• Path breaking Product • Entry into fruit juice segment through their brand Kissan • Extensive Distribution network
• Brand HUL
Juice
• Juice is always 100% fruit juice • Prepared by mechanically squeezing or macerating fresh fruit • Rest are nectars or still drinks
PRODUCT Idea
Product Idea
• IDEA GENERATION
? Initial Idea : To introduce packaged sugarcane juice in regular, elaichi, kesar, lemon, pudina, mint, pepper and ginger flavors since hygienic sugarcane juice is not available ? Conducted one on one interview to understand the need for the product
• IDEA SCREENING
? Weighted index method - Revealed that our product idea can be placed in the good idea level. ? Consumer surveys – Greater demand for regular, lemon and pudina flavours
PRODUCT Idea
PRODUCT IDEA RATING
Product Success Requirements
Unique Offering (Taste, Hygiene etc)
Relative weight
0.4
Product score
0.8
Product Rating
0.32
Distribution Channel
Expected performance to cost ratio Competition Total
0.1
0.3
0.75
0.7
0.07
0.21
0.2
0.5
0.10 0.70
Concept Statement
A healthy, hygienic, natural juice for instant rehydration and rejuvenation for all ages
Evaluation
• Clarity- Clear concept of supplying sugarcane juice in tetra packs • Believability- With the advent of new technology even sugarcane juice can now be packaged just like other fruit juices
•
Need Gap Analysis? Difficult to extract juice at home ? Concerned about hygiene of local vendors
•
Perceived value? High value, fresh, natural
•
Purchase intention? High need gap score ? People ready to pay extra for hygienic juice
•
Perceived usage? Who: Everyone ? When: throughout the year, especially during summers ? How Often: Almost every second day
Blue Ocean Strategy
• Untapped market
• Product with a potential target market
? High demand ? Can be consumed round the year ? No big brand serving it, yet
• Health meets taste, in a branded way, for the first time
• Huge competition amongst local vendors, but hygiene factor not met with
Marketing Mix
? • • •
• • • •
Product: 250 ml, 500ml paper pack and 1 ltr pack (100% pure written on the pack) Different flavors – ginger, lemon, mint, masala, plain, elaichi Different color schemes for different variants
Place: Hybrid channel Road side stands in peak season Selling directly to hotels and restaurants Ensure availability to keep up the brand promise of quality service
? Price: ? Pricing objective: Product quality leadership ? 250ml (15), 500 ml (28), 1 ltr (50) depending on flavor chosen and local taxes of different states.
? Promotion: • Constantly in line with USP of quality, hygiene and health. • Advertisement in radio and television would also convey the brand promise by highlighting the usp. • Sponsorship of TV and radio telecast to aid in brand building and creating top of mind recall. • Use of trade promotion to an extent
Packaging
• In chilled products, mainly juices, micro-organisms are the limiting factor for shelf-life
• This is determined by heat treatment, the hygienic status of the packaging system and the storage temperature of the packaged products (2-10°C)
• Juice being cold-stored is not usually packaged aseptically
? sugarcane juice will require less of preservatives
• • • •
250 ml tetra pack, 1L family pack Packaging material used : As shown in picture Preservatives : Sodium metabisulfite (500 ppm) Shelf-life : 6 months (refrigerated)
Segmentation
Geographic
• Rural, Semi-urban and Urban Areas • Regions with hot and arid climates
Demographic
• All individuals aged 5 and above • Individuals across middle and high income groups • Working and nonworking individuals
Psychographic
• Health conscious consumers • Quality conscious consumers • Consumers who have diverse tastes and seek variety
Target Market
•
Urban Areas • Students at every level • People on the move ( Working people and Passengers) • Health and Hygiene conscious individuals
Launch Plan
Test Market :
• • • • Consumption patterns Distribution network Target market Climatic conditions
??????
Distribution centers:
• 6 distribution depots already existing within Delhi for other products
Sales outlets:
• Provision stores, snack bars and restaurants, college canteens, Metro stations
Launch Plan
Aspects to be monitored:
• Sales Figures & profitability • Preferred SKUs • Margin adequacy for retailers • Actual v/s estimated need gap • Feasibility study • Perceived product differentiation
• Quality maintenance
• Retailer’s needs (refrigeration)
Initial launch cities:
Delhi, Mumbai, Kolkata, Bangalore, Jaipur, Lucknow
doc_411247129.pptx
? Fruit juice industry coupled with beverage industry in one of the largest industrial sectors in India, growing at a robust rate of 27% ? Change in urban lifestyle ? Natural Drinks preferred to Carbonated Soft Drinks ? Lack of packaged sugarcane juice due to lack of technology. But recent advances in technology has made it possible as seen in Middle East
? India is second largest producer of sugarcane in the world after Brazil
? Freshly extracted sugarcane juice is very popular in India which is served alone or with ginger/ lime extracts
? Major problems - Contamination of juice with micro-organisms and unhygienic ways of preparation
Why HUL?
• Path breaking Product • Entry into fruit juice segment through their brand Kissan • Extensive Distribution network
• Brand HUL
Juice
• Juice is always 100% fruit juice • Prepared by mechanically squeezing or macerating fresh fruit • Rest are nectars or still drinks
PRODUCT Idea
Product Idea
• IDEA GENERATION
? Initial Idea : To introduce packaged sugarcane juice in regular, elaichi, kesar, lemon, pudina, mint, pepper and ginger flavors since hygienic sugarcane juice is not available ? Conducted one on one interview to understand the need for the product
• IDEA SCREENING
? Weighted index method - Revealed that our product idea can be placed in the good idea level. ? Consumer surveys – Greater demand for regular, lemon and pudina flavours
PRODUCT Idea
PRODUCT IDEA RATING
Product Success Requirements
Unique Offering (Taste, Hygiene etc)
Relative weight
0.4
Product score
0.8
Product Rating
0.32
Distribution Channel
Expected performance to cost ratio Competition Total
0.1
0.3
0.75
0.7
0.07
0.21
0.2
0.5
0.10 0.70
Concept Statement
A healthy, hygienic, natural juice for instant rehydration and rejuvenation for all ages
Evaluation
• Clarity- Clear concept of supplying sugarcane juice in tetra packs • Believability- With the advent of new technology even sugarcane juice can now be packaged just like other fruit juices
•
Need Gap Analysis? Difficult to extract juice at home ? Concerned about hygiene of local vendors
•
Perceived value? High value, fresh, natural
•
Purchase intention? High need gap score ? People ready to pay extra for hygienic juice
•
Perceived usage? Who: Everyone ? When: throughout the year, especially during summers ? How Often: Almost every second day
Blue Ocean Strategy
• Untapped market
• Product with a potential target market
? High demand ? Can be consumed round the year ? No big brand serving it, yet
• Health meets taste, in a branded way, for the first time
• Huge competition amongst local vendors, but hygiene factor not met with
Marketing Mix
? • • •
• • • •
Product: 250 ml, 500ml paper pack and 1 ltr pack (100% pure written on the pack) Different flavors – ginger, lemon, mint, masala, plain, elaichi Different color schemes for different variants
Place: Hybrid channel Road side stands in peak season Selling directly to hotels and restaurants Ensure availability to keep up the brand promise of quality service
? Price: ? Pricing objective: Product quality leadership ? 250ml (15), 500 ml (28), 1 ltr (50) depending on flavor chosen and local taxes of different states.
? Promotion: • Constantly in line with USP of quality, hygiene and health. • Advertisement in radio and television would also convey the brand promise by highlighting the usp. • Sponsorship of TV and radio telecast to aid in brand building and creating top of mind recall. • Use of trade promotion to an extent
Packaging
• In chilled products, mainly juices, micro-organisms are the limiting factor for shelf-life
• This is determined by heat treatment, the hygienic status of the packaging system and the storage temperature of the packaged products (2-10°C)
• Juice being cold-stored is not usually packaged aseptically
? sugarcane juice will require less of preservatives
• • • •
250 ml tetra pack, 1L family pack Packaging material used : As shown in picture Preservatives : Sodium metabisulfite (500 ppm) Shelf-life : 6 months (refrigerated)
Segmentation
Geographic
• Rural, Semi-urban and Urban Areas • Regions with hot and arid climates
Demographic
• All individuals aged 5 and above • Individuals across middle and high income groups • Working and nonworking individuals
Psychographic
• Health conscious consumers • Quality conscious consumers • Consumers who have diverse tastes and seek variety
Target Market
•
Urban Areas • Students at every level • People on the move ( Working people and Passengers) • Health and Hygiene conscious individuals
Launch Plan
Test Market :
• • • • Consumption patterns Distribution network Target market Climatic conditions
??????
Distribution centers:
• 6 distribution depots already existing within Delhi for other products
Sales outlets:
• Provision stores, snack bars and restaurants, college canteens, Metro stations
Launch Plan
Aspects to be monitored:
• Sales Figures & profitability • Preferred SKUs • Margin adequacy for retailers • Actual v/s estimated need gap • Feasibility study • Perceived product differentiation
• Quality maintenance
• Retailer’s needs (refrigeration)
Initial launch cities:
Delhi, Mumbai, Kolkata, Bangalore, Jaipur, Lucknow
doc_411247129.pptx
