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Team Members

Ajaypal Singh
Gargi Kapadia
Chandan Bangera

-Mr. Rajeev Bal
Beverages Market in India
Alcoholic
Drinks
Beer Spirits
Wine
Soft Drinks
Bottled
Water
Carbonated
Drinks
Juices
Energy
Drinks
Branded fruit beverage market in India is
estimated to be worth Rs. 1,200crore
(nectars, drinks and juices combined).

Juices - over 85% pulp content
Nectars - 20% to 85% pulp content
Fruit Drink Less than 20% pulp content
Segment Market Share
Juices 30%
Nectors 10%
Fruit Drink 60%
The Fruit Drink market has grown at a 20% to 25% rate.
Of this, more expensive juices segment has grown at rate
of 40% this year. It accounted for only 15% of the fruit
beverage 3 years back.
Inhome consumption of juices has gone up from 30%, 3
years back to 80% today.
Mango based drinks account for two thirds of fruit drinks
industry.
More than 80 % of sales happen through the unorganized
route - juice centers, street corner shops and so on.
Produce Fruit Juice & Fruit Drinks.

Unique Position in terms of using Organic Fruits with
different flavors, for utmost customer satisfaction.

An Environment-Friendly Company Dedicated to sustainable
development and corporate social responsibility, as a service
and preservation of nature.

Headquarter in Mumbai.

Satellite Branches in Major Metros.
Fruit Bar takes its cue from Mother nature herself.
Simplicity, Purity and Balance are the three pillars
upon which our juice line is built.
We make use of nature's own gifts by nourishing our
bodies with only locally sourced, organic fresh fruits.
Using the purest produce we can lay our hands on
and ensure that every Fruit Bar bottle that leaves our
kitchens is a well thought out and encouraging
prescription for health - from the inside out.

We at Fruit Bar envision a bright and prosperous future.
Nature has provided us with the necessary elements and
we have the knowledge and experience to accomplish it.
Our customers families are our top priority; providing
healthy beverages for the entire family to enjoy is our aim.
Using the best that technology has to offer and the most
experienced staff we hope to continue on our journey to be
the first choice in beverages.
Mother Earth gave us the tools and we will persevere in
perfecting the juice-making process.
India currently produces about
50 million tones of fruits, which
is about 9% of the worlds
production of fruits.
Though India has a strong raw
material base, it has been unable
to tap the potential for
processing and value addition in
perishables like fruits and
vegetables.
Only about 2 % of the fruits and
vegetables in India are
processed, which is much lower
when compared to countries like
USA (65 %), Philippines (78%)
and China (23)%.
Factors Driving Demand for Our Product:
Changing age profile- A relatively larger share of young
population which has the ability to spend on processed foods.
Increase in income- The middle and upper middle income
groups growing at a faster rate than in developed countries
resulting in higher spending on food.
Social changes- Increasing number of working women.
Life style factors- Increasing health consciousness and need
for convenience fruit drink.
Availability of Organized Retail outlets- These provide the
much needed forward linkages.
Primary Market
Kids
Teens
Youth
Working People
Housewives
Elderly People


Secondary Market
Movie Theaters / Malls
Amusement Parks
Schools / Colleges
Airlines / Railways
Hotels / Restaurants /
Pubs
Sports Clubs

Geographic
Fruit Bar will seek to serve both domestic
and international customers.
Metropolitan Cities, major cities/towns of
the states.
Density of Area: Urban, Semi-urban,
Rural.
Climate: Tropical
Demographic

Age all age group
Gender Both Male and Female
Income middle & hi-end consumer
Occupation student, working and retired
people
Nationality/race doesnt matter
Psychographic

Lifestyle Yes
Value Yes
Attitude Yes
Behavioral
Benefit sought
Product usage rate
Brand loyalty
Profitability
Income status
STRENGTH
1) Adequate Availability Of Raw Materials
2) Price, a competitive advantage
3) Natural Product
4) Organic Healthy Fruits
WEAKNESS
1) Seasonal Availability of Fruits
2) Late Entry into the Market
3) Dependence On Monsoon
OPPORTUNITY
1) Participation with a growing Industry
2) Competitive advantage over
carbonated soft drinks
3) Possible deal with Cricket
Associations
THREATS
1) Cut Throat Competition
2) Unstable Government Policies
3) Rising Global Warming
SWOT
Organic is a 100% fruit juice which will be produced and marketed by
the Fruit Bar Inc.
Our product lie in Introduction Period of PLC:
Low sales
High costs per customer
Negative profits
Innovator customers
Few competitors

Objective: To create awareness of product
Offer a basic product
Price at cost-plus
Selective distribution
Awareness dealers and early adopters
Induce trial via heavy sales promotion
In the initial phase we would be outsourcing fruit
processing and packaging of Fruit Juices under Fruit Bar
brand.
Fruits such as Orange, Apple, Pineapple etc would be
purchased from Kullu. Fruit Processing & Packaging would
be outsourced to local producer.
Mango would be purchased from Hazira and Dahej.
Fruit Processing & Packaging would be outsourced to local
producer.
Mode of Transport: Road Transport
As a new comer our pricing strategy is to introduce our products in the
market at lower prices so as to create huge demand in the market and then
compete with other competitors.
As we come up in the demand, we will increase our prices and will provide
more efficient and affordable juices.
Penetration Pricing:
Our product will be lie on
penetration strategy
with high quality & low price.
For introducing new product .
Price low to capture market share.
Expect to make profit in volume.
As we are in the Introduction phase, our objective is
to create brand awareness through Informative
Advertising.
Use of Print Media, Radio Advertisement,
Hoardings in Public Spots, Sample Distribution,
Organizing Events, TV Commercial etc.
Tie Up with major Cinema halls to promote our
products during Intervals.
In-film advertising, in its most effective form, is
about a brand being a part of the cinema's content.
Every purchase points are awarded
Merchandise
The Big Banana Peel

Social Networking: In order to reach out to the TA and ensure that they
feel more connected with the brand it is necessary to start making
conversation.


Creating a community on facebook.
Creating a Fan page on facebook.
This will enable the brand to keep its TA engaged and updated on the
introduction of new flavors and events.


Creating an active account on a micro-blogging site such as twitter,
where regular tweets on product and event updates will ensure
interactivity.
Followers will be encouraged to tweet their suggestions on new
flavors.
Target of capturing 5% of the market share within a year
and 30% by 2016-end.

Initially we would be outsourcing the processing of fruits,
but after 3 years we would check the feasibility of starting our
own processing plant.

R&D Department to be set up by early2015 early, in order
to facilitate innovation in existing products.

We would open Satellite Branches in Major Cities to
facilitate product training & improve on Market Share.
No. Particulars 1
st
Year 2
nd
Year 3
rd
Year
A Installed Capacity (In Tonnes) 1070 1070 1070
Capacity Utilisation 75% 85% 85%
Sales Realisation(20% growth yoy) 115.00 138.00 165.60
B Cost of Production
Raw Materials 54.75 60.23 66.25
Packing Materials 4.25 4.68 5.14
Salaries 21.25 23.38 25.71
Stores and Spares 1.50 1.65 1.82
Selling and Distribution 8.5. 9.35 10.29
Administrative Expenses 5.00 5.50 6.05
Total 95.25 104.78 115.25
C Profit before Interest and Depreciation 19.75 33.23 50.35
Interest on Term Loan 3.32 3.32 3.32
Interest on Working Capital 0.28 0.28 0.28
Depreciation 2.23 2.23 2.23
Net Profit 13.92 27.40 44.52
Income-tax @ 20% 2.78 5.48 8.90
Profit After Tax 11.14 21.92 35.61

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