INTRODUCTION:

Juice is a beverage made from the extraction on pressing of the natural liquid
contained in fruits and vegetables. It can also refer to a liquid that is flavored with
concentrate or another biological food source, such as meat or seafood, such as
clam juice. Juice is commonly consumed as a beverage or under as an ingredient or
flouring in foods or other beverages, as for smoothies. Juice emerged as a popular
beverage choice after the development of pasteurization methods enabled its
preservations without using fermentation [which is used in wine production]. The
largest fruit juice consumers are New Zealand or Colombia.

Objectives of the study-

1. facilitate the entrepreneurs in understanding the importance of
setting up unit of Fruit Juice.
2. Providing healthful choice for consumer 
3. Eradicate the problem of adulteraction.
4. Drawing attention towards fruits and vegetables juices

Reasons for selection

The consumer preference in India is shifting towards health, natural food products,
and the demand for non-carbonated drinks is accelerating. The people are turning
more health conscious; therefore the fruit juice segment has become one of the
fastest and most popular and most rapidly growing businesses of the time.

In the face of an increasing competitor, companies are redesigning the packages

that they offer their product in. At the same time, safety, long shelf life,
convenience, and economic viability are also an important consideration.

MY PRODUCT:
The name of my product is fruivegi bonanza. This reflects the goodness of so many
fruits and vegetables in the juice. This gives the ides of the fruit and vegetables
juice being fresh, appetizing and delicious. I chose this name because bonanza
means a large amount of something desirable, and my product contains a large
number of fruits and vegetables. My product not only focusses on the fruites but
also the vegetables. There are many vegetables which can be used in production of
juices. We all aim at fruits for juices but my brand also draws attention towards
vegetables which can be used to produce juices. There are many competitors for
my product but none of them focuses on vegetables which can be utilize in
producing juices they all focus on fruits.
Brand name

fruivegi bonanza

Tag line-

Desire meets a new Juice.

FEATURES:
1. It is manufactured with original fruits and vegetables that are grown in
company-owned farms.
2. The juice comes in a very adjustable tetra pack to fit into kids Tiffin boxes.
3. It is a great source of vitamin C.
4. Less costly
5. New flavours of fruite juices is introduced along with common flavours .
6. It contains fruit and vegetables juice, no added flab flavors.

UNIQUE SELLING PROPOSITION:

1. It serves as a source of folic acid which helps in reducing tiredness and
fatigue.
2. It is rich in antioxidants.
3. Many vegetables juices are also introduced along with fruit juice.
4. No Added Flavor, No Colors
5. Act as an natural energy booster for kids and adults.
6. Less sugar content

VARIETY OF PRODUCTS:

1. Mix fruit bonanza

2. Crispy apple bonanza
3. Sweety mango bonanza
4. Tangy orange bonanza
5. Nourishing grape bonanza
6. Strawberry bonanza
7. Tomatao bonanza
8. Beet bonanza
9. Kale bonanza
10. Mix vegi bonaza

COMPETITORS:
 1. Minute Maid: The minute maid was launched in India in 2007, with
the introduction in India of pulpy orange. It is a part of the coca-cola
company. Since its launch, till date minute maid pulpy orange has
consistently been leading orange juice drink in the Indian market.
Over the year minute maid has expanded its portfolio with service of
new product launches-minute maid nimbu fresh, mixed fruit and
mango.

USP: Feel the orange the pulp.

Weakness- only one flavour available.

2. Real- Real is a flagship product of Dabur foods launched in 1996.it is

India’s no.1 fruit juice brand voted as a super brand. The consumers
voted it as the most trusted fruit juice brand for four years. Real was
also awarded the Reader’s digest trusted brand gold award 2009, in
the food and beverage category. Mr. Amit the CEO took the name
Real because he wanted his customers to know that their juice was
natural.

USP: fruit flavored, health drink

Weakness- only few selected flavours available.

3. Frooti:

It is the largest selling mango flavored drink in India. It is the flagship

product and the most successful drink offered by Parle agro pub ltd.
Frooti was launched in 1985 in Tetra pack packages. It is now available
in pet bottles and rectangular shaped packs. Frooti is currently endorsed
by Shahrukh Khan in India. Frooti is exported to the United States,
Canada, United Kingdom, Saudi Arabia, Malaysia, Maldives, Australia,
Thailand, and many more countries

USP: the true taste of mangoes.

Weakness- main focus is on only one fruite

4. Maaza

It was introduced in the 1970s, Maaza has today become to symbolize

the very split of mangoes. Universally loved for its taste, color and
thickness and wholesome properties. It is a coca-cola fruit drink
brand. Typically, coca-cola has launched Maaza in orange and
 pineapple variant, but these variants were subsequently dropped.
Coca-cola has recently relaunched these variants again in the Indian
market.

USP: Mango floured drink

TAGLINES: maaza lao aam ki pyaas bujhao.

.

Target customers-

1. Kids
2. Middle class people
3. Adults
4. Old age

Promotion idea-

1. Advertising – This involves the use of an identified sponsored medium to

promote and present goods and services to potential buyers. This is mainly
done so as to convince potential customers to buy the product or service. It is
done through print, radio, catalogues, billboard, and online advertisement.

2. Social media - social media marketing is a very powerful tool allows to

communicate with customers and market in a personal way. The social media which
we will use includes twitter, Google+, LinkedIn, Instagram etc.

3. Sales promotion – This is a short term promotional strategy that is intended

to increase the demand of a product or service within the shortest time
possible. Examples: price reductions, coupons, sweepstakes, free product
samples, and demonstrations. A strategy such as demonstration of the health
benefits of the product can be used to boost the sales of the product.

Pacaking –
The three most popular packaging for juices are glass, cartoon and PET. we use all these
three materials for packaging of our product. We have provided our each product in all three
categories for the convenient of the customer. so that they can choose as per there need. We
are also introduced a bag- in -box which can be use around the world in dispensing systems by
beverage processors, foodservice operators, and quick-serve restaurants. Sterile, closed-loop, bag and
fitment systems keep fruit juice products safe from contact exposure, reducing chance of spoilage and
extending the freshness of opened product by up to four weeks. Bag-in-box connects directly to most
dispensers and allows ability to fill.

CHANNEL OF DISTRIBUTION:
The distribution channel is a chain of business or intermediaries through which a good or services passes
until it reaches the end consumer. It can include wholesalers, retailers, distributors and even the internet
itself. Channels are broken into direct and individual forms, with a “direct” channel allowing the
consumers to buy the products from the manufacturer, and an “indirect” channel allowing the customers to
buy the goods from a wholesaler or retailer.

TRANSPORTATION:

Transportation means the physical movement of goods from one place of production to the place where
they are required. An insulated truck will be used as a means of transportation. Insulation truck is required
because juice requires a cool place otherwise it can be spoiled.

WAREHOUSING:

As fruit juice has a shorter shelf life it needs to be preserved in refrigerated warehouses. It should be
protected from sunlight and heat. Warehousing will play a very important role in pressing juices.

Delivery to super/hypermarkets
Depending on the category under which a certain product is displayed in the store, shelf rotation may be
high or low. In general, the larger store formats like supermarkets, hypermarkets and discounters have a
higher turnover in store. 
Convenience store or C-store 
Small store selling a selection of foods and everyday items. Easy access location and long
opening hours. Charges higher prices than at the supermarket. 

SWOT –

Strength-

1. First of its kind

2. High Quality

3. Appropriate amount of sugar

4. Available everywhere
5. Launch fruit and vegetables flavours not available normally 
Weakness
1. Will take time to start business up
2. Going into an already existing market
3. High cost of raw material
4. Need to recruit all new staff and provide training
5. Weak advertising
Opportunities-
1. Growing demand for fresh juices
2. Creating job opportunities
3. Focus on low-calorie drinks
4. increasing Health Consciousness

threats-
1. Hire suitable employee
2. Weather changes
3. Intense competition
4. High barriers of entry
5. The threat of substitution.

PERMISSIONS AND LICENCES:

1. Food process order [FPO]:

FPO mark is a certification mark mandatory on all processed fruit product sold in
India such as packaged fruit beverages, fruit juice, crushes and squashes, pickles,
dehydrated fruit product etc.

2. Trademark:

Its clearance is required for not copying other brands products.

3. Permanent account no. [PAN]:

The firm must have a permanent account number.  For the purpose, an application
needs to be filled with the income tax department.
Importance of pricing in case of food product
With costs of ingredients/ input materials rising and customers eyeing for value for
money, it is important that prices of menus are affordable, still profitable. One of the
greatest weapons against profit/loss is to know your food costs. 
A restaurant’s food cost determines its profitability. Without knowing the food cost
and the movement during the period, the reports and accounts just serve as a piece
of information with no precise action For example: Let’s say food cost for the month
of January was 22% and for the month of February was 24%. Without having
adequate records and information for food cost, the reasons for the change in food
cost cannot be precisely ascertained. The food cost may increase due to the change
in the mix of products sold, higher wastage, etc. Each reason may have a different
action plan to be implemented.

SELLING PRICE:
To Wholesaler:

1-liter pack ₨ 80
200ml pack ₨18

To Retailer:

1-liter pack ₨ 85
200ml pack ₨18

To Customers:

1-liter pack ₨ 95
200ml pack ₨ 20

LABELING:
Display of information about a product on its container, packaging, or the product
itself is known as labeling. For several types of consumers and industrial products,
the type and content of information that must be imparted by a label are governed
by the relevant safety and shipping laws.

Six qualities of a label design:

 The right material

 Color that pops
 Great graphics
  Supershape
 Fabulous finish
 Readable, eye-catching fonts

SOCIAL MESSAGE:
1. We’ll use organic food to manufacture our product for the benefit of society.
2. An adequate percentage of our profit will be devoted to physically disabled
people.
3. Every year some of the juice packages will be distributed in orphanages for
free.
4. The packaging will be made of recycled cardboard and PET bottle.