launching fruit juice. project for consumer behavior

2. Hamdard University Islamabad Campus
Consumer Behavior: LaunChing new produCt
fruit
JuiCe
prepared and presented By
m. umair arshed
BBa vi

4. •
•
•
•
•
•
•
Objective
Aim
Location
Mission
Vision
Target Market
Competitive
Analysis

5. The product selected is Juice and our brand name is Fruit Splash
Juice

6. •
Fruit Splash Juice will produce juice in the following
varieties :
Apple
Orange
Pineapple
Grapes
Guava
Mango
Mixed Fruit
Strawberry

7. •
Basic purpose is to provide fresh and health fruit
juices to the people of Pakistan
•
Target of capturing at least 5 per cent of the
market share within a year and then 15 per cent
over the time.

8. “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.”

9. “To be capable to deliver the range and quality of
Juice which the customer demands, which can only
be fulfilled by the modern technology

10. •Enough availability of raw
materials
•High consumer retention rate
•Price, a competitive advantage
•Natural product
•Participation with a growing industry.
•Competitive advantage over carbonated
soft drinks
•Awareness among consumer
•Seasonal availability of fruits
•Brand acknowledgement
•Limited financial resources
•Tough competition in the market
•Cut throat competition
•Unstable government policies
•High Tax rate in Pakistan
•Competitors High resources

12. •
•
•
Tax Laws
Stability of Government
Law of hiring and promotion

13. •
•
•
•
Increasing GDP
Growing middle class
Higher Disposable Incomes, hence more consumer
buying power
Easy availability of loans from banks

14. •
•
Changing consumer habits & lifestyles - The Pakistan
consumer of today is clearly seeking healthier
alternatives
Consumer buying behavior

15. •
•
Advancement of newer technology
Government providing thrust on R&D

16. •
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
Geographic variables
Demographic variables
Psychographic variables
Behavioral variables
1.
2.
3.
4.

17. •
Fruit Splash has set geographic target area. Company
will serve domestic and rural areas.
•
Metropolitan Cities, small cities of the pakistan, and
towns.
•
Density of Area: Urban, Semi-urban, Rural.
•
Climate: Tropical

18. •
•
•
•
•
•
•
•
•
Age – all age group
gender – Both Male and Female
family size - doesn’t matter
Education - doesn’t matter
Income – middle & lower middle class consumer
occupation – student, working and retired people, labour
religion – doesn’t matter
nationality/race – doesn’t matter
language - doesn’t matter

19. Personality
No
Lifestyle
Yes
Value
Yes
Attitude
Yes

20. •
•
•
•
•
benefit sought
product usage rate
brand loyalty
profitability
income status

21. •
Users perceive fruit juice as a healthy drink.
•
Users drink fruit juice as a refreshing
alternative to carbonated drinks.
•
Users willingly spend on products related to
health and lifestyle.
•
Users enjoy fruit juice not only as a means of
healthy life, but as an intrinsically enjoyable
activity in itself.

22.  Primary
and Secondary
Markets
 Market Segmentation
o Geographic variables
o Demographic variables
o Psychographic variables
o Behavioral variables

23. •
The juice and juice drink category is among the fastest growing
segments
•
Fruit drinks as a category is growing at 18-20 per cent,
carbonated soft drinks are growing at 6-8 per cent.
•
It’s the fastest growing liquid beverage category.
•
More than 90 % of sales happen through the unorganized route
- juice centers, street corner shops and so on.

24. •
•
•
•
•
Recreational
Fitness
Health
Lifestyle
Sports

25. 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

26. •
Secondary Market
Travel Industry – Airlines, Railways and Local Transport
Systems
Recreational – Movie Theatres, Malls, Parks, school,
collages, hospitals, hotels, restaurants, bars etc.

27. 
Identification Of
Competitors

28. » Nestle Juices
» Coca Cola (Minute Maid Pulpy Orange / Maaza )
» Olfruit
» Shezan
» Tops
» Pepsi(Slice)
» Fruit Vitals

29. Product
 Place
 Pricing
 Promotion


30. Type
Fruit Juice
Features
Fruit Splash is a 100 percent fruit juice which will be
produced and marketed by Ahsan & umair Industries
Ltd.
PLC
Our product lie in introduction period
Identification
brand name – Fruit Splash

31. Our product lie in introduction
period
 Low sales
 High costs per customer
 Negative profits
 Innovator customers
 Few competitors
Objective: to create awareness
and trial
 Offer a basic product
 Price at cost-plus
 Selective distribution
 Awareness – dealers and early
adopters
 Induce trial via heavy sales
promotion

32. 
Distribution Channel

Product location availability

Modes of transportation

33. Cities
Rural Areas
Within region

34. •
•
•
Fruit Splaash has set geographic target area.
In start we will target only small cities and rural areas. Because
most of the population of Pakistan belongs to rural areas. And
mostly people of rural areas are not aware about brands and
not loyal with brands.
Density of Area: Semi-urban, Rural, Towns

35. •
From road transportation

37. 
Apply the concept of providing quality product at
optimum price

Provide profitable discounts, deals and schemes

Adopt sales oriented objective

Have one price policy to maintain a goodwill among
customers.

38. 
So, as a new comer our pricing strategy is to introduce
our products in the market at lower prices so as to create
the huge demand in the market and to compete with
other competitors.

As we come up in the demand, we will increase our
prices and will provide more efficient and affordable
juices

40. Promotional Tactics

Provide free samples in the market for the brand
awareness

41. 
The following shows the advertising in the print media,
electronic media etc – to our target audience by using
the message showing a glass full of juice “Drink this
much every day”

42. 
Fruit Splash will position itself as a no –
compromise drink where a person does not have
to make any compromise with the fun element of
having the refresher and the health element and
that it is also socially appreciated/ accepted.

43. Thank You