Launch of Juice Product
Launch of Juice Product
Launch of Juice Product
Management I
Juice Up - Lets Health
Up
Submitted by-
Beverage Industry
Competition
Direct Competitors
Indirect Competitors
Competition
Dabur
Pepsi
Others
15%
30%
55%
Distribution
High sugar
content
Bad perception about
preservatives
FSSAI
State,
environmental laws
Supportive
government
Western culture
Experimenting new
things
Health conscious
Disposable Income
Increase
vegetable/fruit
import
Advertising &
Marketing
Packaging
New equipment &
factories
High
Existing
players
Distribution
chain
Low
Abundance in
vegetable/fruit
juice
Unorganized
supplier
Low switching cost
Medium
Other
beverages
Low hygiene
and quality
Segmentation
Psychological
Behavior: Health
Conscious
Geography: Metro
cities, Tier-I and TierII cities
Distinct
Physical
Activity
Accessi
ble
Measurab
le Elderly
Everywhere
Health
conscious
adults
Targeting
Profitab
le
Rapid
Growth
Competiti
on
Market Research
Objective: Peoples perception about our product, What influences them in buying a
beverage
Reason: No secondary data related to preferences of our segment
Population of Interest: Adults (20-28 years)
Approach: Descriptive
Survey Method: Mail, Online
Rating of people who do physical activity
4
3.5
3
2.5
2
1.5
1
0.5
0
Positioning
Value proposition
Health:
No preservatives
Better nutrition value
Taste:
Vegetable + fruit
Against sterotype
Convenience:
Easy access in packaged
form
Availability in general
stores
Healthy
JuiceUp
Perceptual
Map
Bland
Taste
Unhealt
hy
Pricing
Factors involved in pricing of product
Acceptance
Maintaining market share
Earning profit
Strategy Options
Cost plus Pricing
Penetration Pricing
Competitive Pricing
Perceived Value Pricing
Based on target customer segment, Perceived Value Pricing is opted.
Pricing
Introductory Discounting- NOT opted
Untrustworthiness
Lower perceived value
Consumer behavior
Lower profit margins
Price Skimming
Due to not so high R&D or related expenses, no price skimming is
considered for pricing
Launch Strategy
Gym
Yoga centers
Word of mouth