PROMOTION OF FRUIT JUICE INDUSTRY IN INDIA

Presented by~

YOUTHINK
 INTRODUCTION
•India is worlds second largest market for food and vegetables
•The Production of Fruits accounts for 48.5 million tones
•The Industry is growing at the rate of 23%
•Major Players—
Pepsi – Tropicana
Dabur Foods – Real
Coca Cola – Maaza
•Geographic Segmentation—
Metros,Mini Metros,Small City
Proliferation of the supermarket and malls.
•Demohraphic Segmentation—
Children,Educated Housewives,Executives,Young
Health Conscious adults and ageing population
•Socio-economic Segmentation—
Tremendous growth in the recent years
•Psycho graphical Segmentation—
Ease of preparation
High level of avaiblity
Portability

Source-marketresearch.com/indian fruitjicerepot/index12

•
 INDIAN SCENARIO

•Rising GDP growth – source - 1990-2000:Census of India (2001), 2000-2005 Finance Ministry
•

•Literacy is rising-source- Census of India (2001)

•Middle class is exploading- eSource: The Consuming

% Class, National Council of Applied
Economic Research, 2002
1950 17
% MnPeople
1990 52
•Poverty is declining-
1980 2000 8 65 65
source- Census of India (2001)

2010 (proj) 80
2000 1980 22 46% 220
•Per capita income gains – source-worldBank
2000
2010 (proj) 32 26% 368
2010 (proj) (US$ ppp)16%
•. India is now the1980
4 largest economy1178
th –source-IFRS 2006
1% of the people have been crossing poverty line
each year for 20 years. Equals ~ 200 million.
And it will 2000
cross Japan between 2012 and
3051
2014 to become the 3rd largest
 MARKET SCENARIO

•Market share-

•Carbonated Beverages-

•Fruit Juice and Nector-

Source-workosaur.com/food-industry-overview/
 PROBLEMS OF FRUIT JUICE INDUSTRY

•Poor Infrastructure
•Storage facilities
•Highly unorganized market
•Battle to win the shelf space of markets
•Preservatives
•Carbonated Drinks and other substitutes
 RESEARCH

•What do you prefer to drink?

Particulars No.of respondents Percentage
•Which brand you usally
Fruit juice 45
prefer for fruit juice?
81.8
others 10 18.2
•You
maazadrink fruit juice 45
Particulars
Tropicana
Real
roadside
Total
Total
No
15
510because….
.of respondents
55
100.11
percentage
33
22
11 33
22
(approx)
100
• Total
Particulars
Energy
vitamins
Diet
othersplan No.of respondents
21
12
210
45 percentage
46
26
422
100
.44
.22
67
 •About the price of juice..(price sensitivity)-

•Do you make fruitNojuice

particulars by yourself percentage
. of respondents at home?
• Particulars
No Effect 32 No. of respondents percentage
71.11
Sometimes
Moderate 8 28 62.22
17.78
Everyday
•Would 5 6 13.33
High you recommend others to drink
11.11 fruit juice?
never 11 24.45
• Total
Total
Yes
No
total
45
837
45
45
100
82100
17
100.78
22
•Which flavour of fruit juice would you prefer most?
•

Flavours No. of Percentage

respondent
s
Mango 14 31.11
Orange 21 46.67
Grapes 1 2.22
Strawberry 3 6.67

Apple 2 4.44
Mixed 1 2.22
Pineapple 2 4.44
Banana 1 2.22
Total 45 100(approx)
•Effect on sale of Time and Place-

•Hygiene Factor

•Future Plan
Threats for Organized Market-

•Concept of “Organized Unorganized market”

RECOMENDATION
 ACKNOWLEDGEMENT

•To Respected Moloy Bhattacharya

•To Globsyn Business School
•To Our Classmates
•
BIBLIOGRAPHY
THANK YOU.