New Product Develoopment

Lists of competitor and strategy to deal with
them
Dabur is the market leader in the Indian packaged juices market with its brands Real and
Real Activ. It accounts for ~55% of the total packaged juices market, and is followed by
PepsiCo with a ~30% share. Other players include Parle, Fresh Gold, and Godrej. Some
of the other brands of fruit juices and drinks include Frooti, Appy, Mazza, Minute Maid,
Slice, Fresh Gold, and Del Monte. Considering the attractiveness of the segment, such
diversified consumer food companies as ITC are working towards a foray into Packaged
Juices.
Analyzing STP
Market Segmentation Process:

Market segmentation is the process of dividing a market into different customer
segments. Targeting, also known as target marketing, and then entails deciding which
potential customer segment the company will focus on. Market segmentation, however,
always precedes targeting, which helps a company be more selective about who they are
marketing their products to. Market segmentation and targeting are equally important for
ensuring the overall success of a company. These segmentations is related to the any new
product segmentation strategy.
The 4 bases used in marketing segmentation are:

 Geographic segmentation:
Geographic segmentation involves a business dividing its market on the basis of
geography. There are several ways that a market can be geographically segmented.
One can divide the market by geographical areas, such as by city, country, state or
international region. It can also be divided into size/destiny and climate. So for the
new juice, first we will be launch in seven divisional areas then gradually depend
on the product success REFRESH will be export this new mixed juice.
 Demographic segmentation
Demographic segmentation occurs according to age, race, religion, gender, family
size, occupation, generation, nationality, income, and education. Demographics
can be segmented into several markets to help an organization target its consumers
more accurately. With this type of segmentation, an organization can categorize
the needs of consumers. The primary segmented for this part will be by age,
gender, family size, occupation, generation, income etc for REFRESH.
 Psychographic segmentation
Psychographic segmentation is dividing the market based upon consumer
personality traits, values, attitudes, interests and lifestyles. This segmentation
allows development and marketing of the products because there will be a more
precise match between the product and each segment's needs and wants.
 Behavioral segmentation
Behavioral segmentation divides customers into groups based on the way they
respond to, use or know of a product. Behavioral segments can group consumers
in terms of occasions, benefits, user status, usage rate, and loyalty status.
Ocaasions such as Iftar has been highlighted with its beneficial impact. User rate,
usage rate and loyalty status is not related as anyone have got access to this drink.
Target market
A marketer can rarely satisfy everyone. Not everyone likes the same thing. Therefore
marketers start by dividing up the market into segments. They identify and profile distinct
group of buyers who might prefer or require varying product and service mixes by
examining demographic psychographic, geographic, technological and behavioral
differences among buyer. Then the marketer designed which segments present the
greatest opportunities, which are its Target markets. We have segmented our total local
market into 4 parts according to the consumers’ affordability, and our main target is to
enter into this segmented market and satisfy all the consumers. Our target market is total
local market like
Geographic Demographic Psychographic Behavioral

All divisional area Age 10-50 Social Class Occasion, Benefits
Gender – Male, All- Middle, Upper,
Female Lower
Education-School,
College, universities
Market Positioning
In marketing, positioning has come to mean the process by which marketers try to create
awareness and positioning in the minds of their target market for its product, brand, or
organization. It is the relative competitive comparison of their product occupying in a
given market as perceived by the target market. Our juice helps to maintain good health
which create a value in consumer mind about this product motivate them to buy
frequently. Frequent ads on TV, internet and radio channels will help to reach our
message to our targeted consumers. Then we will have print and billboard ads in respect
of our product and market.
We positioned our product as
 High quality product

 Reasonable price
 Reliable
Analyzing the marketing mix

Product strategy:
To satisfy the needs of our premium customer we maintain the high quality and for our
best quality we get certificate from International Organization for Standardization (ISO).
We are ISO 9001:1985, ISO 14001:1990 certified company. Hence our new product is
coconut juice so we are looking to provide the best quality juices we will take some
measures, like
 Products are being produced with the help of superior quality high-tech
machineries made in Italy.
 We import the best quality fruits from region and also collect from India.
 To maintain the quality and standard of our product, products are being tested in
our own laboratory, components of which are European and computerized.
 We strictly maintain the Hazard Analysis Critical Control Point (HACCP) in every
stages of manufacturing chain.  Products are produced health wise and totally
untouched.
 The products are free from any harmful chemical particles.
 The products are with pure quality & exclusively good for health.
 The products are marketed with high quality food grade package.
Pricing Strategies
Pricing strategies are most important stage in marketing mix. As we are going to launch a
new product in the market, we do not have any idea whether the price would be accepted
or not by the customers. If we select extensively high price, customers will not buy and
volume of sales will be very low. On the other hand setting lower price will not cover our
costs. So we have to consider the following things in selecting price. Acceptance of
product: As our product faces competition against both fruit and beverage drinks, price of
our product should be accepted by customers. Our product fulfills both nutrition needs
and beverage needs. For this extra utility we will go for penetration pricing with our
competitors. Maintaining market share: If the product is accepted by customers in near
future, more competitors will enter in the market. So our price should be such that can
protect our market share in the competition period. Moreover we will need to lower the
price to hold the market share at the time of competition. Earning profit: As a business
our main objectives is to earn profit. So we should not set any price that will not cover
the cost of the product. After covering the cost we set a profit margin for our pricing.
Product name Price per pack (BDT) Family Pak (1 Litter) Premium (500 ml) Popular
(250 ml) 52 28 15
Place/ Distribution Strategies

In generally there are different types of marketing distribution system. Consumers are
able to buy the products from different market place. All these distribution strategies are
consists of producer, wholesaler, retailer, and finally to the consumer.
There are mainly four types of marketing distribution channel:
1. Conventional Marketing channel
2. Vertical marketing channel
3. Horizontal Marketing channel
4. Hybrid Marketing channel
We select the conventional marketing channel to distribute our product. Our juice will be
distributed by the specified distributor which will be selected by the company. The
selected distributor will supply the juice product to the wholesaler and also to the retailer
and the consumer will collect the product from the retailers. There are three types of
distribution strategies:
1. Selective distribution
2. Intensive distribution
3. Exclusive distribution
We choose the intensive distribution for our product. We will supply our product all over
the country on the basis of our product demand so that the consumer can get the product
easily.
Promotional Strategy
 We make promotional activities for our product in different school, college,
various quiz competitions, debates, and so on.
 Advertisements will be given in television, radio, internet, magazine, newspapers,
and billboards. Advertising themes will be changed with time and promotional
activity will be carried out to generate the consumer.
 In different occasion we will open special sales center where attractive point of
purchase display would be arranged to create positive image in consumer’s mind.
 We will provide different incentive to our distributor.
 We will sponsor various cultural programs, national occasions, Religion festival,
other important day(s). Such as Diwali, Eid – Ul- Fitar, Eid –UL –Azha,Friendship
day, world Health day, World Child Day etc
 We will sponsor some health related campaigns
‘GOODNESS IN EVERY SIP’
Celebrity selection for Endorsement with logical reasons
Alia Bhatt, the youngest person on the Top-10 celebrity list, was a new entry in the top
10. After being assigned as the brand ambassador for major brands like Frooti, Uber Eats,
Nokia and Frankfinn, she was taken on board as advertisers increasingly focusing on
connecting with the youth. Other than these, Alia is also endorsing innumerable brand
like Sunfeast Dark Fantasy, Star Plus, Lux, MakeMyTrip, Caprese, Sunsilk, Gionee
India, Cornetto, Philips, Fruity Fizz, BlueStone, Garnier, Standard Electricals, Hero
Pleasure, Nestle, Maybelline, Coca-Cola and Cadbury Perk.
Alia, perhaps one of the youngest actress in the Bollywood industry started her acting
career at a very young age. However, marking a phenomenal growth in her career, she
has become the Internet sensation. Currently, she has 44.1 million followers on Instagram
and 20.1 million followers on Twitter. Alia Bhatt also keeps on promoting the brand
products that she endorses.
Brand Example
In 2015, switchgear products and fan maker Standard, a part of Havells India, has roped
in Bollywood actress Alia Bhatt as its brand ambassador for its range of products.
Commenting on the development Havells India Anil Rai Gupta said, “We are delighted to
have Alia Bhatt as the brand ambassador for ‘Standard’ brand. She represents the young
energy of India, which will be the new positioning for the brand.”
Alia Bhatt said, “Brand Standard is making that possible by fulfilling the aspirations of
today s contemporary consumers with world-class products and wonderful product range.
I am happy to be associated with the brand Standard.”
External Environment Scanning

Within the beverages market, the fruit-based beverages category is one of the fastest
growing categories, and has grown at a CAGR of over 30% over the past decade. At
present, the Indian packaged juices market is valued at INR 1100 crore (~USD 200
million) and is projected to grow at a CAGR of ~15% over the next three years. The
packaged fruit juices market can be divided into three subcategories, viz. fruit drinks,
juices, and nectar drinks. Fruit drinks, which have a maximum of 30% fruit content, are
the highest-selling category, with a 60% share of the market. Frooti, Jumpin, Maaza, etc.
are the most popular products in this category. Fruit Juices, on the other hand, are 100%
composed of fruit content, and claim a 30% market share at present. In contrast, nectar
drinks have between 25-90% fruit content, but account for only about 10% of the market.
The rising number of health-conscious consumers is giving a boost to fruit juices; it has
been observed that consumers are shifting from fruit-based drinks to fruit juices as they
consider the latter a healthier breakfast/snack option.

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New Product Develoopment

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Lists of competitor and strategy to deal with

Market Segmentation Process:

The 4 bases used in marketing segmentation are:

Geographic Demographic Psychographic Behavioral

We positioned our product as

 High quality product

Analyzing the marketing mix

Place/ Distribution Strategies

There are mainly four types of marketing distribution channel:

1. Conventional Marketing channel

2. Vertical marketing channel

3. Horizontal Marketing channel

4. Hybrid Marketing channel

Celebrity selection for Endorsement with logical reasons

External Environment Scanning

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