New Product Branding

NCSD CategoryMillion Litres

2.3 3.9 3.8 3.4 5.52 5.9 5.7

18.3

37.731.5

23.226.38

51.7

40.73.3

5.9

5.1

4.8

3.7

5.4

4.6

Q1 '05 Q2 '05 Q3 '05 Q4 '05 Q1 '06 Q2 '06 Q3 '06

DairyBeverages

StillDrinks

Juices &Nectars

23.9

47.5

40.4

31.5

35.6

62.0

51.0

Juices & Nectars Category contribution to total NCSD category

16% 14.40%9.50%

4.50% 4.60%11.10%

84% 85.60%90.50%

95.50% 95.40%88.90%

Top 6towns

Metros Class I Class II Class III &IV

Total

NCSD (SD& LDP)

Juices &Nectars

PROJECT N’RICH Background

1. Fruit Juices are the fastest growing sector in the beverage market with estimated values of over R. 500 crores

2. Fruit Juices are generally perceived as “Do good” products, especially when compared to colas, powdered soft drinks etc.

3. Several players have entered the market, predominant ones being Dabur’s Real, Tropicana Pepsi), Priya Gold, Leh Berry.

PROJECT N’RICH Background

4. The driver in the category is TASTE, and most brands do well on this. Unlike International markets, here we have several variants by each brand.

5. We believe that the market is now ready for a “value-added” juice ie. one which provides the basic category driver of taste with an additional “Health & Wellness” benefit that is unique

PROJECT N’RICHProduct Concept & Rationale

1.We have vast experience with Soya at all levels of the supply chain

2. We also have a Soy Isolate manufacturing unit .

3. We, therefore, believe that the introduction of Soy protein into the Fruit Juice is something doable. Also Proteins are well understood as critical building blocks by most people

PROJECT N’RICHProduct Concept & Rationale(contd……)

1. Our Product concept has been built as follows :-1. TARGET AUDIENCE :

1. KEY TARGET AUDIENCE is Young mothers with school going children – often the juice enters the household as the “healthier beverage option” for the child.

2. SECONDARY TARGET AUDIENCE would again be housewives, but not necessarily with young kids. Here, often it is the mother herself who decides on the purchase.

3. We may also have TERTIARY audiences like bachelors, single working women etc. However, our focus of brand design & communication will be the younger housewife.

PROJECT N’RICHBranding Strategy

1. The brand promise is one of health & wellness

1. We propose the use of Nutrela as the master brand, with a sub brand more descriptive of our benefit.

1. Therefore, the consumer sees this as a brand out of Nutrela’s stable. The Health Core Values of Nutrela thus get rubbed off on the brand

1. The brand name chosen needs to reflect the value addition in terms of health.

PROJECT N’RICH Branding Strategy (contd..)

1. The overall brand name thus has 2 parts to it – the Nutrela master brand and the sub brand.

2. What we have, therefore, is :

s

DMA Copyright 2006 Mixed Fruit

s

s

DMA Copyright 2006 Mixed Fruit

s

ss

DMA Copyright 2006 Apple Kiwi

PROJECT N’RICH Product Strategy

The product is a standard nectar (ie 20% juice content) with 2gm of Soya isolate added in the 200 ml option

As per CSIR data, the product delivers, through 2 glasses a day, between 12-15% of the Recommended Dietary Allowance (RDA) of Protein for a child below 10 years of age.

We are following the variant strategy as it is usual for consumers to try different flavours. Variants are Multifruit, Apple-Peach & Apple-Kiwi