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EXECUTIVE SUMMARY.

India is a tropical country and has

accorded a favorable reception to thirst

quenchers such as fruit juices andaerated drinks.

India is a market of diversity diverse

with regards to incomes, price points ofproducts, culture and preferences and a

marketer has to get use to these diverse

characteristics of the market.

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Juice is to a great extent considered as a

luxury not a necessity in our society,

surely but slowly things are changingmainly in the urban and semi urban areas,

where the population is getting more and

more health conscious and are realizingthe important nutrient values of fruit and

are making them a part of their daily diet.

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MARKET ANALYSISMARKET ANALYSIS Although fruit drinks focus strongly on out of home

consumption, the juices and nectars have beenconcentrating on takeaways or in-home consumptionwith more choice coming in, the tetra- pack market islikely to witness further segmentation.

Packaged fruit juices are getting recognized as

social drinks now, with dominant consumption beingobserved in the company of family and friends.People have started to perceive fruit juices asanytime beverages, with consumption being spreadmore or less evenly between the mid mornings,afternoons and evenings. And generation now is asmuch inclined to sipping fruit juices as colas, withteenagers driving the maximum trials.

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VISIONVISION

Our vision is to continually improve allaspects of our business and the world but

not on the cost of our environment.

Launching The Product In the urbanmarkets and then penetrating in the rural

markets.

Provide the customers 100% pure healthjuice

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Can juzz..Can juzz..

HEALTHHEALTHDRINKDRINK

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ABOUT THE PRODUCTABOUT THE PRODUCT

One benefit could be the nutrition content

it gives to the consumer so one

market could be the health-conscious

segment.

Second benefit is thirst quenching, so the

other segment could be those

buying the drink or nectar for satisfying the

thirst.

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COMPETITORSCOMPETITORS

Parle Agros Frooti, a mango drink, wasintroduced in the tetra pack in 1985 and sincethen has been a leader in its segment. Themarket has suddenly picked up since 1994- 95

and a few players have emerged as marketleaders. Other products Milk by- products like buttermilk and lassi also

serve as major substitutes. They compete interms of low price as well as easy availability.These drinks are also considered important fromthe health perspective.

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COMPETITORSCOMPETITORS

There are two main brands in this segment

of non- carbonated drink markets; they are

Real from Dabur and Tropicana from

PepsiCo. These two players command

around 80% market share in the organised

sector.

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Product Description.

Ingredients.

Sugarcane, permitted stabilizer

PackagingTetra Pack

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PRODUCTSPRODUCTS

Sugarcane juice.

Rich in vitamins and proteins.

Provides nutrientsAll season health drink.

Reduces dehydration in summers.

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PRICEPRICEPrice is inclusive of several elements like,

Labour cost.

Processing cost.

Packaging cost. Advertising & promotional cost.

Transportation cost.

Taxes etc

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1. Price - The company will introduce the product inthe following three different sizes.

200 ml Tetra Rs. 10

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PLACEPLACE

Targeting urban market and rural.

1st

marketing the product in Mumbai.And then reaching it to the rural and

remote areas of maharashtra.

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Marketing Mix: -2. Distribution

GANNA health drink will be distributedmainly in metro cities.

It will be distributed through channels

such as supermarket, convenience stores,

independent food stores and direct sales.

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PROMOTIONPROMOTION Promotes itself with the help of print

media. Promotion through banners and

hoardings in major crouded areas of

mumbai.

Supplying free samples for product

testing to penetrate into the market.

Providing TV ads.

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Advertising & Promotion:

Sample.

Advertisement in leading newspapers. TV channels.

Customer Service:

The company will provide information on the

various health benefits offered by the drink.

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5M1. Mission

2. Money

3. Media

4. Measurement5. message

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MISSION

Our mission is to be the worlds premier

consumer products company andproviding quality products toconsumers, ensuring value for theirmoney. And in everything we do westrive for honesty fairness andintegrity.

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2011- 2012

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SEGMENTATION

Geographic : urban and rural areas in india

Demographic : all income groups

Psychographic : (ATTITUDES & BELIEFS) basicallyfor quenching thirst, economical product.

specially the health conscious.

STP

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TARGET MARKET :

Two major target markets for ready-to-drink

sugarcane juice.

One group is the consumers on the go. These are

the employees, students, and other consumers

who lead a busy lifestyle. The hectic Indian

lifestyle demands for optimize productivity withlesser time-consumption. Thus, there is a need

for products that are accessible and readily

available.

The other group is made up of health conscious

consumers, specifically the younger who demand

anything healthy.

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POSITIONING

- Tagline SMALL INNOVATIONBIG REVOLUTION!

- Vision of the future.

- Great to the taste buds as well as easy on the

pocket.At the same time being trendy in style (packaging).

STP

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MARKET SEGMENTATION

The bases for segmenting consumer marketsinclude:

Demographical bases

1. Age All age groups

2. Family size 1-2,3-4,5+

3. Life cycle - Young, single married under 18

older 4. Occupation Professional ,proprietors,

clerical sales persons

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ANALYSIS

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Brand Name 100% Natural Health benefits

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Logistics of procurement

Short self life. Completely dependent on villages for

its raw material.

Salaries offered is less compared to

competitors

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Value addition.

Export potential.

Use internet to sell its products.

Introduced hybrid products in themarket.

Exploring foreign markets

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Juice vendors, the un-organizedsector

Strong competition from MNCs

The yield of sugarcane.

Fluctuation in prices

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PARTICULARS TOTAL COSTAdvertising through newspaper

Advertising through television

Contest

Free Samples

Total

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Sales Forecast:The estimated sales of1,00,000 tetra packs of 200 ml for 4 months

Break Even Analysis:

Total Expense / Cost of one bottleTOTAL EXPENSE / 10 =

So the break even could be achieved after selling ------- packs.

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Pre-Launch

Marketing seminar for the local network of

distributors to discuss the marketing

strategy and implementation of the

product.

Supplying the product to local addresses

to constitute the first stock

(wholesale/retail)

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Launch

Launch of the product on -20th

March2011-----

Promotion & Advertising Campaign.

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Post- Launch

Monitor the sales on weekly basis tointerpret the market share and sales

revenue compared to the forecast.

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Newspaper ads: 400sq.cm

Advertisement will be given on 18th and 19th of March , 2011

Name ofnewspaper

Days/

Dates

Rate persq.cm(Rs)

Calculations

Times Of India 2 (Tue-wed)

2,400 400x2x2400 =19,20,000

DNA 2 (Tue-wed)

240 400x2x240 =1,92,000

Loksatta 2 (Tue-wed)

1,200 400x2x1,200 =9,60,000

Source: Yogayog Publicity, V.G.Kulkarni

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Television ads: 15 seconds

Advertisement will be given on 18th and 19th of March ,

2011

Name ofnewspaper Days Rate per 10secs.(Rs) Calculations

Star Plus 2 (Tue-wed)

4,20,000 15x2x4,20,000 =1,26,00,000

Star One 2 (Tue-wed)

75,000 15x2x75,000 =22,50,000

Source: www.startv.com

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HOARDING.

1st March to 1st April

Mulund(Station exit)

16x8-- Rs17,000/month

Bhandup (station)

16x8-- Rs15,000/month

Thane (unipoles, Nitin flyover)

30x15-- Rs50,000/month

Source- GUJJU ADsSource- GUJJU ADs

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Returns on Investment

Particulars Numbers Unit price Revenue

200ml

Tetra Pack

1,00,000 10 10,00,000

TOTAL REVENUE 10,00,000

Return on Investmnet = Total Revenue Total Expense

Approximately ----- % profit on and against investment.

= 10,00,000 -