BEVERAGES INDUSTRIES BASED ON

SOFT DRINK(without fizz)

Presented by,
Shayan Dasgupta
(ITS,Mohan Nagar)
Market Insight
In Beverages Market, the Non-Fizzed Market is
growing at a constant faster rate
It is growing at a CAGR of 25% every year and
is expected to reach 9000 cr by 2018 end which
is now 5000 cr (PTI input : July 24, 2013)
The reason for such a rise is increasing number
of health conscious consumers.
Among concentrated powdered drinks Rasna is
the market leader with 85% market share which
is a 600cr industry.

Cont
It is a seasonal market as due to heavy
rains markets often get effected.

Customer preferences are shifting, but
they are still always on the look out for a
can of coke or a new flavoured drink to
quench their thirst.

Potential
Recent studies have shown that consumers from
the developing countries spend almost 40% of
their income on food and beverages
Growth is mainly seen in the fruit juice sector
and fruit drink sector.
New entrants like Rasna Ju-C, Mother Dairy
Safal, Delmonte , Pran Litchi
Urban market growth rate is at 8% and rural
market at 1% over past 3years( 3
rd
March
Business standard).

Reason for Market Growth
Health conscious customers.
Increasing Disposable Income.
Increased Shopping Malls and
Hypermarkets
Increased level of lifestyle of the middle
class.
Working class more hygiene conscious.
Habitual purchase.
Customer Acceptance for new flavours.
Types of Non Fizzed Drinks
It can be divided into three categories:

1) Fruit Juice-Which Contains 100% fruit content
Eg- Real, Minute Maid, Tropicana
2) Nectar-Fruit Content Between 25% TO 90%
Eg- Godrej X`s,
3) Fruit Drinks Max fruit content 30%
Eg- ,Slice, Maaza , Frooti, Jumpin, Nimbooz
Higher the fruit content higher the price.


Price War
Rs-80
Rs-99
Rs-90
Rs-75

Competitors


1.Tropicana (Pepsico.)
2.Real fruits juice (Dabur)
3.Saint Juice (Parle Agro)
4.Minute Maid (Coca-cola)
5.Safal (Mother Dairy)
6.Litchi (Pran)
7.Priyagold

Market Share

Sales
Real 52%
Tropicana 30%
Minute Maid 10%
Other 8%
Packaging Styles
Pet bottles
Tetra Packs of small 250ml and 1 ltr
Canned package


Attractive pet bottling will differentiate the
product from others.



Promotion
Sampling in schools as its targeting
children
Through campaigns in malls, big retail
outlets
Effective Advertisements.
Sponsorship in major events
Banners and Hoardings in busy locations
Developing craze among youths.

Distribution
Target Retail Show rooms
Small Retail Stores
Hyper markets
Food Bazars
Food retail chains.
Multiplexes
Focus on rural market and distribution.
Advantages for Rasna
Well-known and trusted brand.
Craze among youths can be made as
most youth grew up consuming Rasna.
Good distribution channel.
Nutritional value added in Ju-c vitamin c
content
Targeting the children.
Knowledge of Indian taste.


Critical Risk
Rural customers not brand loyal
Glucon-D poses an hindrance in this
industry as it is 420cr the glucose
beverages.
Heinz Targeting the local flavours in the
market.
Pepsico and Dabur the market giant.
New entrants like GSK,ITC,
High rate of inflation.