NEW PRODUCT DEVELOPMENT

FRUIT VILLA
FRUITY JUICY HEALTHY

Submitted to: Submitted By:

Prof. AMIT KUMAR GUPTA Group 1, Section B
Kaustav Mohpatra (EM01)
Pritam Khan (61)
Raj Singh Bhati (62)
Saloni Bhatia (71)
 AGENDA
Industry Analysis

Why this Product?

About the Company

Mission and Vision

Target Market

Competition Analysis

SWOT Analysis

Marketing Mix (4 Ps)

INDUSTRY ANALYSIS
 Beverages Market in
India

Alcoholics Drinks Soft Drinks

Beer Bottled Water

Spirits Carbonated Drinks

Juices
Wine Sports / Energy Drinks
 ABOUT FV 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 Gurugram and branches in
major Metros.
 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.
 VISION

To be Indias Premier Fruit Juice Company,

offering nutritious & superior quality tasting
drinks to its consumers. By 2020 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.
 Why this product
I. India currently produces about 50 million tonnes of fruits, which is about
9% of the worlds 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
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
 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.
 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
Market Segmentation Variables
Major Competitor Analysis
Major Competitor Analysis
Strengths & Weakness of Competitor
 SWOT ANALYSIS
STRENGTH WEAKNESS

Adequate availability of raw materials Seasonal availability of fruits

Price, a competitive advantage Brand Acknowledgement
Natural product Late entry into the market
Dependence on Monsoon

OPPORTUNITY THREATS
Participation with a growing industry
Cut throat competition
Competitive advantage over
Unstable government policies
carbonated soft drinks
Rising Global Warming
Success of incredible India campaign
Possible deal with Mumbai Cricket
Association
MARKETING MIX
 PRODUCT
Fruit Villa is a 100 percent fruit juice which will
be produced and marketed by the FV Agro
Industries Ltd.
 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
 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
 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.
 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
 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.
 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.
 BIBLIOGRAPHY
www.mofpi.nic.in
www.exportersindia.com
www.news.reportlinker.com
www.indiaagronet.com
www.hpagrisnet.gov.in