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Saint Juice Distribution Strategy
Saint Juice Distribution Strategy
Presented by Group 5
Foods & Beverages (Retail Sector)
Fruit Juice Market in India
Rs. 500 crore packaged fruit drink market,
growing @20~25% Annually.
Tropicana & Real- Market leaders, 40% share.
Packaged fruit juice- “Social drink”,
“Anytime beverages”, “Health drink”.
Flavour Preferance- Orange, Apple, Sweet
orange, mixed fruit.
Per capita consumption estimated at 200ml.
Summers accounts for 65% of annual sales.
●
Synthetic fruit drinks
Fruit Pulp ●
(Juices) Pulp content > 80% eg. Onjus, Real,
Tropicana
(Nectar) 40% < Pulp content < 80% eg. Life, X’s
content
●
●
(Drinks) Pulp content < 40% eg. Frooti, Jumpin
Benefits to ●
Health conscious
Thirst Quenching
consumer
●
Challenges: Threat of substitutes
Promotion: TV advertisement.
Saint Juice: Distribution Strategy
Metros, Mini-metros and top 3 cities of
every state.
Point of purchase:-High locality
Supermarkets, Hyper market and self-
service stores.
Point of consumption:- Multiplexes,
hotels, restaurants.
Saint Juice: Distribution Strategy
Manufacturing @ Hyderabad Factory
Stockist/
Franchise Agent
Distributor
Retailer
End User
Results
Sales have jumped 80 per cent.
Activation has seen as much as 95 per
cent conversion for the brand!
Future Plans
The Rs 8-crore campaign will also have an outdoor
component and will be backed by on-ground
sampling.
Expansion to Tier 3 cities.
Parle Agro Retail Barometer: Backbone
of PA’s marketing structure.
Information gathering network monitoring sales at
approximately 21,000 outlets among 300 towns in the country.
Gives a monthly indication of outlets covered by the
distribution network, simultaneously identifying strong and
weak zones.
Stock and display levels of the company's brands as well as
competitive brands are determined for each monitored outlet.
Corresponding sales figures are tracked on a daily basis, as is
off take speed- helps in calculating the average time spent by
the products on the shelves.
Advantages: optimal inventory, guaranteeing movement of
only the freshest stock & quick response.
Cheers!
Thank You