Global beverage ltdSubmitted by Amit

Niharika

Navien

Demand Of Fruit Juice in India

Year Rs(bn)2007-08 6.302008-09 6.852009-10 7.402014-15 10.90

Year FJC(%)

1990-91 - 1996-97

40.3

1996-97 - 2001-02

16.1

2001-02 - 2006-07

10.3

2004-05 - 2009-10

16.0

2009-10 - 2014-15

15.0

CAGR 30% one of fastest growing industryValue 1500 cr(2011)Expected CAGR : 15% in 3 yrsHealth concern awareness increasing among consumersClassify the colas and h=jucies as differentHas aceepted juices as social drinkConcerns: highly price sensitive market

Market Growth Rates of Fruit Juice in India

Fruit Juice in India

Market trends

WAGU health drink

Positioning: supplement with morning breakfast

Potential: 1.12 bl uses som form of food and beverage(generalizing 12 city search to national level of 1.2 bl population 93% of the respondents consumed some form of foodor beverage, other than water in the morning.

WAGU

Quality

Pri

ce

Launch Strategies

• Launch plan• Aggressive launch throughout all the

important cities. Initial targets small and little populated cities

• Promotion budget• 30% 1st yr and gradually reducing to 2.5% of

sales at the end of 3rd yr

Jan Feb Mar Apr May Jun July Sep Oct Nov Dec

Phase 1

Phase 2

Phase 3All small and mid citiesMetros and villages Follow-up

Advertising & budgeting

• Strategy & execution• Mother and spouse as a major decision maker• Emotional marketing showing relationship

values and health• Media : TV, Radios

• AD spending 30% of target sales in 1st yr

Projected sale: 12 crore bottle in 1st yr

jan feb mar apr may june july aug sep oct nov dec0

2

4

6

8

10

12

14

Projected sales

Sale

s in

cro

re

Advertising & budgeting continues…Total sales= 10crore unitRevenue= 200 croreAd spending= 30% of total revenue= 60 crore(approx.)

TV AD: Frequency: 2 ads for 5 hr 3days a weekIn 4 channels

Cost: 2*3*3*52*4*100000 = 37.44crore

Radio ad:Frequency: 2 ads/ hr for 5hr all days in 3 channels

Cost: 2*5*365*2*10000= 10crore

public campaign by company year2 in a month in 12 cities(5000*2*12) 1.2 lac 14.4lac1/month in 1000 small cities 50lac 6 cr(5000*1*1000= 50 lakh)

Total(approx) 6.15 cr

Remaining 5 cr will in sponsoring events:-School contest-Seminars

Awareness Program

THANK YOU