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Established - 1923 South Africa

=

Fruitfulness

Product

PricePlace

Promotion

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Product

•100% fruit juice •No added sugars, preservatives or colorants •High in nutrition and rich in vitamin C •Naturally low in fat •Cholesterol-free •Ideal for a healthy lifestyle •Pasteurized to guarantee quality •12-month shelf life •Available in a wide variety of great tasting exotic fruit flavors •South Africa’s premier juice since 1982 • Available in more than 84 countries worldwide •Endorsed by the Ceres Quality Seal

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Flavors

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Which company represent

Since 1973 40 years experience

in Mauritius?

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Price

Big

Small

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PlacePromotion

No adverts since last 5 years

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Objectives

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VisionObjectives

To be the preferred juice among

mauritiansBetter achievement and customerSatisfaction 

Promote their product with newpackaging and adverts

Become on local market at end of the year

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Competitors Analysis

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Competitors

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•Food Canners Limited •Sunny / Sungold •Leader on local market

 •100% Fruit Juice •Preferred by Mauritians •High Quality •Wide Variety of Flavors •Affordable Price

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•March 1976 in Thailand •Concentrated juice andvegetables •Contain high nutritionalvalue and health benefits •ISO 9002

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•South African fruit juice •Exotic Tropical flavors •Concentrates, purees andother natural fruit ingredient •Export worldwide •Large range of 100% purefruit juice

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•Imported from South Africa 

•No Sugar, no Preservatives add •Variety of juice flavors

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Price of Products

0

17.5

35

52.5

70

Ceres Dewlands Sungold Sunny Tipco Camisa

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Target Segmentation

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MASS MARKET

PSYCHOGRAPHICS

TARGET

MARKET

SOCIOGRAPHICS

DEMOGRAPHICS

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Vals Framework

Innovators | Thinkers | BelieversSparkling water, expensive and quality product

AchieversLow calorie domestic drinks

ExperiencersEnthusiasm to try and have fun

Energy Drinks

MakersMake their own

StriversLow cost products

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Target Audience

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Consumer BuyingDecision Process

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Consumer BuyingBehavior

Cultural Social Personal Psychological

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Complex BuyingBehavior Variety SeekingBuying Behavior

Dissonance

Buying Behavior

Habitual Buying

Behavior

High Involvement Low Involvement

Significant Differencesbetween brands

Few Differences between

brands

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Buying DecisionProcess

Need Recognition

Information Search

Evaluation of Alternatives

Purchase Decision

Purchase

Post-Purchase Behavior

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ResearchMethodology

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•Observation 

•Focus Group •Survey

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Sampling Size

Rose Belle Population

12619

Sample Size

= 95

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Limitations

No Support from

Focus on one distributor only

No secondary information on Net

One man Survey

Expensive Products for Group Focus

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Observation

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Focus Group

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Taste

Dewlands Camisa Tipco Sunny Ceres

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Concentrated

Dewlands Camisa Tipco Sunny Ceres

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Packaging

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CommentsSweet

Packaging

OK

MoreConcentrated

Taste

Good

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Survey

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Age Range

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Drink Fruit Juice

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Buying Fruit Juice

A few times a week A few times a month

One or more time a day A few times a year

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Brands

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Switch Brand

0

10

20

30

40

Somewhat Likely Not Likely Likely Not at all Extremely Likely

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Recommendation

Design

Innovate Packaging

More

ConcentratedOffer 

DiscountAdvert

LowerPrice

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FeasibleRecommendation

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Product

Concentrated

More Sweet New Flavors

Improve Juice

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Product

Improve Packaging

New Design

Add more graphics

Try irregular design

for packaging

Build Display Stand

to place in

supermarket

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PriceIncentives Review Price

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Promotion Mix to

enhance Ceres

Sales Promotion

Advertisement

Promotion

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Conclusion

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Thank you for your attention