Fremco International

Juice For All

Group 6 Dheeraj Chaubey Mohit Shukla Mrigankshi Venkat Swaroop

Introduction

Fremco Corporation the top brand in beverages and readymade food in America. Worldwide presence of company and recognition of products

Fremco Corporation Ltd wanted to enter into fruit juice market.

Wanted to launch 100% pure fruit juice .

FMCG Facts In India

Household Care Laundry, Soaps & detergents, floor cleaners etc.

Personal Care

Oral care(tooth paste/tooth powder & tooth brushes), Hair Care(hair oil, Shampoo)etc. Cereals, Bakery products, tea, coffee, dairy products.
Source: www.ibef.org

Food & Beverages

FMCG Facts
Indian FMCG industry size estimated at around US$ 25 bn. Personal care & Food products dominate the sector

Steady double digit growth in the sector

Many categories are currently small and offer huge potential

Rural India contributes c. 33% of the overall FMCG sector

Category Wise Share of the Sector

otc product baby Care 4% 2% H/hold hair care 4% 8% fabric care 12% personal care 22%

other 5%

food product 43%

Juicy India

Rs 3000 cr drink market for branded products. Majority Share holder is soft drink Market. 2-3 % share by branded juice.

Health Consciousness

Disposable Incomes

Sophisticated cocktail culture

Consumption Aggregate

Affecting Factors
POLITICAL 1. Strong transportation and infrastructure of all metro cities. 2. SEZ policies in rural areas ECONOMICAL

1. The FMCG sector is a 4th largest sector of Indian

2. FMCGs will exceed US $ 20 bn by 2018 : Nielsen

SOCIAL 1. Rural employment 2. Volume-driven growth in rural market. 3. Major young population can increase revenue .

PEST
TECHNOLOGICAL 1. Technology has been simplified and available in the industry. 2. Technological Sophistication.

Analysis
STRENGHTS
1) EXPERTISE IN THE BEVERAGES 2)MARKET LEADER WORLDWIDE 3) HAS STRONG BRAND NAME WORLD WIDE

WEAKNESS
1) NEW TO INDIAN MARKET 2) COMPETITION FROM DOMINAT PLAYERS IN INDIA

SWOT
OPPORTUNITIES

Rs.3000 Cr BUSINESS IN INDIA

10% MARKET GROWTH EVERY YEAR POSITIVE RESPONSE FROM INDIAN CONSUMERS

THREATS LOCAL VENDORS

FREQUENT CHANGE IN TASTE OF CONSUMERS

Analysis of 4Ps
PRODUCT FIRST PRODUCT OF ITS TYPE IN INDIA GOING FOR TWO DIVERSE PRODUCTS SUGAR AND SUGAR FREE PRICE LESS PRICE COMPARED TO COMPETITOR LESS FOR MORE

MARKET MIX
PLACE
FRESH JUICE OUTLETS IN URBAN AREAS PURE JUICE FOR SEMI-URBAN AND TOWN

PROMOTION FREE SAMPLES DISTRUBUTION AGRESSIVE ADVERTISEMENT

th 5

P- Packaging

TETRA PACKING ECO-FRIENDLY BOTTLE FOR PURE JUICE. ATTRACTIVE PACKING WITH DETAILS OF THE PRODUCT.

DIFFICULTIES

Loyal customers:-In case of beverages normally new brands are not quickly accepted by the mass Raw materials:- Raw Material was not available in India it came from USA Taste:-which would result in the change incomplete production and processing process

Buying Decision

Nutritional value Price Factor Image of the brand in the market Product features. Package and design PERSONAL FACTORS 1.Life Style 2.Taste

Advertising Strategy
Print-Primarily newspapers (both weekly and daily) and magazines. Audio-FM and radio. Video-Promotional videos, infomercials. World Wide Web. Direct mail. Outdoor advertising-Billboards, advertisements on public transportation (cabs, buses).

Conclusion

Value for Money proposition Supported by distribution penetration Aggressive Marketing Strategy More for less strategy. Win-Win situation.

Thank You