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    Parle Agro is launching a new 100% fruit juice called Saint Juice in the growing Indian fruit juice market. Saint Juice will be positioned as a premium juice containing only fruit and no added sugars or preservatives. It will be distributed initially in major cities and metro areas through partnerships with distributors, retailers, and franchises. The goal is to expand distribution to smaller tier 3 cities over time. Parle Agro will promote Saint Juice heavily through TV advertisements and on-ground sampling. The company expects sales of Saint Juice to grow rapidly and help increase Parle Agro's overall annual turnover to Rs. 30 billion in the next two years.

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    Parle Agro is launching a new 100% fruit juice called Saint Juice in the growing Indian fruit juice market. Saint Juice will be positioned as a premium juice containing only fruit and no added sugars or preservatives. It will be distributed initially in major cities and metro areas through partnerships with distributors, retailers, and franchises. The goal is to expand distribution to smaller tier 3 cities over time. Parle Agro will promote Saint Juice heavily through TV advertisements and on-ground sampling. The company expects sales of Saint Juice to grow rapidly and help increase Parle Agro's overall annual turnover to Rs. 30 billion in the next two years.

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    224 views15 pages

    Saint Juice Distribution Strategy

    Uploaded by

    Leaf04
    Parle Agro is launching a new 100% fruit juice called Saint Juice in the growing Indian fruit juice market. Saint Juice will be positioned as a premium juice containing only fruit and no added sugars or preservatives. It will be distributed initially in major cities and metro areas through partnerships with distributors, retailers, and franchises. The goal is to expand distribution to smaller tier 3 cities over time. Parle Agro will promote Saint Juice heavily through TV advertisements and on-ground sampling. The company expects sales of Saint Juice to grow rapidly and help increase Parle Agro's overall annual turnover to Rs. 30 billion in the next two years.

    Copyright:

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    of 15

    Distribution Strategy of Saint Juice

    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.

    Source: Indica Market Research Agency.


    Market Segmentation

    Content Real fruit drinks


    ●

    ●
    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

    The “Sip War”


    Soft-drinks(carbonated & non-carbonated).
    Flavoured Milk.
    Mineral water.
    Milk products such as Lassi, buttermilk.
    Consumer buying pattern
    Small Packs- convenience, on-the-way
    consumption.
    Large Packs- Take home, price conscious.
    Availability (shelf space) & brand
    awareness.
    Predominant consumer age < 30years.
    Low brand loyalty- same taste.

    Key: Availability in right


    size at right place
    About Parle Agro
    Parle Agro has annual turnover of Rs.8.5
    Billion that is expected to touch Rs.30
    Billion in next 2 years.
    Mission- “Refreshing India”
    First to introduce Tetra Packs in India.
    First to introduce fruit drinks in PET
    bottles.
    Beverages: Portfolio
     Frooti- mango drink launched in 1985 in
    tetra pack, market leader in its segment
    (75% in its category)
    Appy Fizz & Grappo- Aerated drinks in
    champagne shaped PET bottles.
    N-joi (Milk based drink)
    LMN- Non carbonated, real lemon juice,
    goodness of vitamin C.
    Existing Distribution Network
    Direct Distribution network:- Own fleet
    plying between factory & outlets. In
    Mumbai fleet of 50 owned trucks.
    Franchise network:
    ◦ Mineral Water 18 franchise.
    ◦ Other beverages 11 franchise.
    Saint Juice: The Product
    Positioning: 100% pure juice with no
    added preservatives, flavours and sugar.
    Target Market segment: Health conscious
    consumers.
    Tag line- 100% Juice, nothing else.
    3 Flavours: Orange, Grape, Mixed Fruit
    Available at 1ltr & 200ml SKU’s.
    Saint Juice: The Product
    Positioned as premium juice with 100%
    fruit content.
    Competitors- Dabur’s Active, Pepsico’s
    Tropicana.
    Pricing:
    Flavour\ Pack 1 Litre 200ml
    Orange, Grape Rs. 95 Rs. 20
    Mixed Fruit Rs. 100 Rs. 22

    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

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