Marketing Management Project
Why I SELECTED FRUIT JUICE
The consumer preferences in India ale shifting towards healthy natural food products, and the demand for non carbonated I drinks is accelerating The people are turning more health conscious, therefore the fruit juice segment has become one of the fastest and most popular and the most rapidly growing businesses of the time . Marketing Management Project
In the face of increasing competition companies are redesigning the packages that they offer their products in at the same time, safety, long shey life, convenience and economic viability are also important considerations.
apart from this, India currently produces about 50 million tonnes of fruits, which makes India a strong raw material base.
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Competitors
MAAZA
ABOUT
Maaza was introduced in 1970’s, Maaza has today become to symbolise the very spirit of mangoes. Universally loved for its taste, color, thickness and wholesome properties. It is a Coca-Cola fruit drink brand, smitially, Coca-Cola has launched Maaza in orange. and pineapple variants, but these variants were subsequently dropped coca. Marketing Management Project
Cola has recently relaunched there variants again in the Indian Market Maaza has a distinct pulpy taste as compared to frooti and tastes slightly sweeter than slice. Maaza claims to contain mango pulp of the Alphonso variety, which is known as the “king of Mangoes” In India.
UNIQUE SELLING PROPOSIT1ON –
Maaza contains mango pulp of the Alphonso variety, which is known the “King of mangoes in India.
TAGLINE
“Taaza Mango, Maaza Mango.” Marketing Management Project
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PROFIT MARGIN
Manufacturer
5-10%
Wholesaler
5-10 %
Retailer
10-15%
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SELLING PRICE
WholesalerĀ
- 1.2 ltr BottleĀ – ā¹ 53 –Ā Marketing Management Project
- 600 ml Bottle – ā¹31
- Ā 1.5 ltr Bottle -ā¹ 57 Marketing Management Project
Retailer
- 1.2 liter Bottle – ā¹56Ā
- 1.5 ltr Bottle – ā¹61
- 600 ml Bothe – ā¹33
Customer
- 1.2 ltr Bottle – ā¹62Ā
- 1.5 ltr Bottle – ā¹ 68 Marketing Management Project
- 600 ml Bottle – ā¹37
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TROPICANA
ABOUT
Tropicana originated in the United Slater of america. It was founded in 1947 byĀ Anthony T. Rossi in Bradenton, Horida.
The company went public in 1969 and is listed on New York Stock Exchange. It was the first company to sell bottled orange juice overseas in 1985. In 1998 Tropicana was acquired by PepsiCo to make it leading producer of branded fruit juices. The company also developed a trademarked cartoon mascot for the brank called Tropic – Ana , a barefoot young girl carrying oranges on her head and wearing clothing that resembles a Hawaiian girl. Marketing Management Project
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UNIQUE SELLING PROPOSITION
Tropicana selects the best fruit and manufactures product with no addedĀ preservative, no added sugar and no artificial flavouring. Marketing Management Project
PROFIT MARGIN TO
Manufacturer
15-10%
Wholesaler
5-10%
Retailer
10 – 15%
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SELLING PRICE
Wholesales
- Ā 100% Orange – ā¹90Ā
- 100% Mixed Fruit -ā¹90Ā
- Apple – ā¹82 Marketing Management Project
- 100% Apple – ā¹90Ā
- Litchi :-Ā ā¹82Ā
- 100% Grape – ā¹90 Marketing Management Project
- Guava :- ā¹82Ā
- Mango :- ā¹82
Retailer
- 100% Orange :- ā¹95Ā
- Mixed Fruit- ā¹95 Marketing Management ProjectĀ
- Apple – ā¹95
- Litchi – ā¹87Ā
- 100% Grape – ā¹95
- Guava -ā¹ 87
- Ā Mango – ā¹84
Ā Consumer
- 100% Orange – ā¹105Ā
- 100%. Mixed Fruit- ā¹ 105Ā
- Apple :- ā¹95
- 100%. Apple – ā¹ 105
- litchi- ā¹ 95 Marketing Management Project
- 100% Grape – ā¹105
- Guava :-Ā ā¹ 95Ā
- Mango – ā¹ 95 Marketing Management Project
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REAL
ABOUT
Real is a flagship product of DuburĀ Foods launched in 1996. It is India’s No. Fruit Juice Brand voted as a super brand. The consumers voted it as the most trusted fruit juice bland for four years. Real was also awarded the Reader’s digest Trusted brand goldĀ Award 2009 in the food and beverages category. Mr. Amit the CEO took the name Real because he wanted his customer to know that their juices were natural and healthy, contained no preservatives and tasted like eating ‘actual fruit.
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UNIQUE SELLING PROPOSITION
Real is natural and healthy contains Ā no preservatives and tastes like eating real fruit.
TAGLINE
“My Real Fruit Power.” Marketing Management Project
PROFIT MARGIN TO
Manufacturer
15-10% Marketing Management Project
Wholesaler
5-10%
Retailer
10 – 15% Marketing Management Project
SELLING PRICEĀ
WholesalerĀ
- Mixed fruit. ā¹80
- Peach – ā¹74Ā
- Pine apple – ā¹ 24
- Orange-ā¹85Ā
- Apple – ā¹74Ā Marketing Management Project
- Cranberry-ā¹90
- Mango – ā¹85
- Ā Litchi – ā¹85
Retailer
- Mixed Fruit – ā¹85
- Peach – ā¹80Ā
- Pineapple – ā¹50
- Orange – ā¹90Ā Marketing Management Project
- Apple – ā¹80Ā
- Cranberry – ā¹99
- Mango -ā¹90Ā
- Litchi- ā¹90
Ā Consumer
- Mixed Fruit – ā¹95Ā
- Peach – ā¹92Ā
- Pineapple – ā¹92
- Orange – ā¹99Ā
- Apple – ā¹92Ā
- Mango -ā¹99Ā
- Litchi- ā¹99 Marketing Management Project
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FROOTI
ABOUT
Frooti is the largest selling mango flavoured drink in India. It is the flagship product and the most successful. drink overed by Parle Agro Put. Ltd. Frooti was launched in 1985 in Tetra pak packages. It is now available in “PET bottles and rectangular shaped packs.
Frooti is currently endorsed by Shah Rukh Khan in India. Frooti is exported to United States, Canada, United Kingdom, Saudi Arabia Malaysia Maldives, Australia, Thailand and many more. countries. It is so popular because it provides a refreshing mango taste.
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UNIQUE SELLING PROPOSITION
The true taste of mangoes with a very large Quantity Basket. Marketing Management Project
TAGLINE
“Mango Frooti fresh and juicy.’
PROFIT MARGIN TO
Manufacturer
15-10%
Wholesaler
5-10%
Retailer
10 – 15%
SELLING PRICE
Wholesaler
- Ā 160 ml Tetra Pak :- ā¹7.5Ā
- 250 mlĀ Bottle – ā¹11.5 Marketing Management Project
- Ā 600ml Bottle – ā¹29
- 290 ml Bottle Pack :- ā¹11.5Ā
- 1 ltr Bottle – ā¹63
Retailer
- 160 ml Tetra Pak :- ā¹7.5
- 2.25 ltr Bottle :- ā¹83
- 600 ml Bottle :- ā¹27
- 250 ml Bottle Pack :- ā¹13
- 1.5 ltr Bottle :- ā¹27
Ā Consumer
- 160 ml Tetra Pack :- ā¹10
- 2.25 Ltr Bottle :- ā¹88 Marketing Management Project
- 600 ml Bottle :- ā¹29
- 1.5 Ltr Bottle :- ā¹75
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MINUTE MAID
ABOUT
The Minute maid was launched in India in 2007. with the introduction of Minute Maid Pulpy Orange. It is a part of The Coca-Cola Company. Since its launch till date Minute Maid Pulpy Orange has consistently been the leading Orange Juice Drink in the Indian Markel Ovel the years Minute Maid has expanded its portfolio with a series of new product launches – Minute Maid 100% Juices ( Apple, Orange & Grapes ) and Minute Maid Nimbu fresh, Mixed Fruit and Mango. Thus, from. a one brand offering in 2007, over the course of years, Minute Maid has built itself into an active and vibrant Juice Portfolio.
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UNIQUE SELLING PROPOSITION
Greet Taste Which Fever Colories
TAGLINE
“Put good in get good out” Marketing Management Project
PROFIT MARGIN TO
Manufacturer
15-10%
Wholesaler
5-10%
Retailer
10 – 15%
SELLING PRICE
Wholesaler
- 400 ml mixed fruit :- ā¹22
- 400 ml mango :- ā¹17 bMarketing Management Project
- 200 ml mango :- ā¹8.5
- 400 ml Nimbu :- ā¹17.5
- 400 ml Apple:- ā¹22
- 1 ltr Pulpy Orange :- ā¹51
- 1 ltr Mango :- ā¹42
Retailer
- 400 ml mixed fruit :- ā¹24
- 400 ml mango :- ā¹18
- 200 ml mango :- ā¹9
- 400 ml Nimbu :- ā¹19
- 400 ml Apple:- ā¹24
- 1 ltr Pulpy Orange :- ā¹54
- 1 ltr Mango :- ā¹45
Consumer
- 400 ml mixed fruit :- ā¹27
- 400 ml mango :- ā¹20
- 200 ml mango :- ā¹10
- 400 ml Nimbu :- ā¹22
- 400 ml Apple:- ā¹27
- 1 ltr Pulpy Orange :- ā¹60
- 1 ltr Mango :- ā¹50
MY Product Is Yummy
NAME OF MY PRODUCT – Yummy
The name of my product is “Yummy ” Yummy means appetizing and delicious I chose this name because it reflects, what my product is – delicious.
The name gives a direct hint to the customers about the taste of fruit juice. And the customers in India gives priority to taste above all. Apart from this it is available in your flavours and this adds to its deliciousness.
LOGO
A logo is the identification of a product The logo of my product consists of –Ā
Product NameĀ
The logo of my product consists mainly of the name “Yummy” written in a funky way with orange colour. Orange colour has been chosen because it symbolises fun, joy and refreshment.
A smile smacking tongue
A smile and smacking tongue signifies that the product is delicious.
LABEL
Labelling means putting identification marks on the package. Label is the carrier of information. It provides information like name of the product name of manufacturer, contents of products, expiry and manufacturing date, general instructions for use, weight, price etc.
UNIQUE SELLING PROPOSITION
The Unique product Selling Proposition of my product isĀ
“Made from Organic Fruits. – Only fruit juice, no added preservatives, no added sugar, no artificial flavouring.
Our product is made only from organic fruits grown in Delish owned fields in proper care and hygiene. We want our customers to be healthy therefore our fruit juices contain only fruit juice with no added preservatives, no added sugars and no artificial flavoring.
FEATURES
Staying healthy starts with what we eat and drink . And even small changes over time can make a big difference our exolic flavours are filled with wholesome goodness of vitamins and minerals found in fresh fruit. Therefore, I would like to tell you the features of the product.
Organic FruitsĀ
our fruit juices are made only from organic fruits grown in Yummy owned fields which guarantees, it being organic And Organic is Healthy.Ā
Fits in the Tiffin BoxĀ
The juices comes in convenient Tetra – pak packaging designed to fit into a tiffin box. A Healthy lunch box for kids.
A Great Source Of Vitamin C
Vitamin C helps help your skin and gums healthy ,and supports your immune system . this essential if you want to be at your best.
Ā Rich in Anti-oxidants.
Yummy is rich in Antioxidants and helps to raise serum antioxidant capacity and. even offset the oxidative stress and inflammation normally caused by high-fat and high – sugar meals.
Naturally Rich in Potassium and low in sodium
Research indicates that diets Rich in potassium and low in sodium helps in maintaining Heart.
Provides fruit EnergyĀ
Yammy provides substantial amounts of fruit carbohydrates, which supply energy to power all body work from heartbeats and household work to school homework and office work , for the smile that spreads across our face.
RANGE
Our product Is available in four Ā varieties and two sizes –
VARITIES –Ā
- Crispy AppleĀ
- Tangy OrangeĀ
- Mango ManiaĀ
- Nourishing Grape fruit
SIZES āĀ
- 200 ml – Tetra pakĀ
- 1 litre Tetra Pak
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PERMISSIONS AND LICENCES
Food Process Order (FPO )
IFPO Mark is a certification mark. mandatory on all processed fruit products sold in India such as packaged fruit beverages, fruit jams, crushes and squashes, pickles
dehyarated fruit products, and fruit extracts, following the food safety. and standards Act of 2006. It guarantees that the product was manufactured in a hygienic food safe environment.
Value Added Tax (VAT).
Value Added Tax registration is done by applying to the local tax department in the prescribed poems along with specified fees and necessary documents I on completion of the formalities. A Tax Identified No. (TIN) is then granted.
Industrial Entrepreneurs Memorandum
For setting up a unit for the manufacture of any item or any substantial expansion in its manufacture the entrepreneur has to submit “Industrial Entrepreneurs Memorandum” in the prescribed form in requisite number of copies along with a fee of ā¹1000
Trade Mark
Trade Mark clearance is required for not copying other brand’s products.
Permanent Account Number (PAN)
The firm must have a permanentĀ Account Number. For this purpose an. application needs to be filed with the Income Tax Department in form 49 A. with the necessary documents.
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PACKAGING
Packaging refers to a set of tasksĀ orĀ activities which are concerned with the designing , production of an appropriate wrapper container or bag for the product.
– The packaging of my product. will be done as follows –
Primary PackagingĀ
- A combination of layers of paper plastic and aluminiumĀ
- Plastic layer waterproof and lightĀ
- Aluminium layer – protects from light, Ā oxygen and odor.Ā
- Paperboard – helps the bag to stand up and maintain shape.Ā
- Ā Terra pack :-Ā 2 layer of paper – enhanced shelf life & prevents tamper-proof.
Secondary PackagingĀ
secondary Packaging consists of a cardboard Ā box that can contain 12 in it.
Transportation PackagingĀ
The cardboard box in secondary packaging would be put in a larger cardboard box. box for transportation.
WAREHOUSING
Whatever is produced is not sold off. immediately. Therefore every company needs warehousing which refers to storing the finished goods until they are sold in the market.
– as fruit juices has a shorter shelf life it needs to be present in refrigerated warehouses. It should be protected from sunlight and heat. Warehousing will play a very important role in preserving juices because we need our customers to get fresh juice. Warehousing becomes more important as the juice itself contains no. added preservative. It is preserved using Only titre -pake and Aseptic Packaging.
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CHANNEL OF DISTRIBUTION
Channel of distribution refers to the people a middlemen who help in distributing the goods. The following Channel will be used by Yammy –
- Manufacturer
- Wholesaler
- Retailer
- Customer
Reason for selection of this channel –
This channel of distribution is elected. because there are a large number of customers for fruit juice. They want the fruit juice available near their locality. So, it needs to be distributed in each and every shop – small. or big. And this can only be done. through a long chain.
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Transportation
Transportation means physical movement of goods from place to production to place where they are required.
An Insulated truck will be used as means of transportation insulation is required because juice required because juice requires a cool place otherwise will be kept as short as possible as we can not bear. The risk of spoilage of juice.
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