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Market & Consumer Analysis Frooti

4364 words - 18 pages

MARKET AND CONSUMER ANALYSIS

FROOTI

PREPARED BY:

ANJUM ARA (1311284) ANKUR BHARTIYA (1311287) ANUJ SARAIWALA (1311288) DIPAYAN SINHA (1311293) SAMIR JAIN (1311325) SHASHI PRAKASH (1311331)

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Table of Contents
CONTEXT ......................................................................................................................................3
NON CARBONATED MANGO DRINKS MARKET IN INDIA ................................................................. 3 PORTER’S 5 FORCES ANALYSIS...................................................................................................... 4

...view middle of the document...

............................................................................................................. 13 RETAILER SURVEY...................................................................................................................... 14 DEPTH INTERVIEWS................................................................................................................... 15 DECISION MAKING UNITS .......................................................................................................... 16

SUMMARY ..................................................................................................................................18

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1. Context
1.1 NON-CARBONATED MANGO BASED DRINKS IN INDIA Mango drinks are one of the fastest going beverage products in India today. For a country obsessed with Mangoes, this category of drinks enjoys a market among patrons looking for a taste of Mango throughout the year. Although orange and lemon flavors are popular, mango continues to be the preferred flavor in India with a 90% market share. Mango based drinks are sold in a variety of packages including tetrapaks, PET bottles and returnable glass bottles. Tetra-paks are popular among regular users but are not common at restaurants or hotels who prefer returnable glass bottles for the sake of convenience and storage. The category comprises of several kinds of products based on the pulp content – drinks (pulp 85%). The overall category can be segmented into real and synthetic drinks. Fig.1 represents the direct and indirect competition in the mango based drink category relevant to Frooti.

Fig. 1: Competition map where inner circle represents direct competition and outer circ le represents indirect competition.

The market for non-carbonated fruit based beverages is worth Rs 3,200 crores1 growing at 3035%2 annually. The three main competitors - Maaza, Frooti and Slice hold close to 90% of the market (Fig 1 & 2). There is huge growth potential as only 10% of the juice consumption is through packaged drinks and 90%2 is still through un-organized segment and fresh juice outlets.

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Market Share1
Other 11%

INR 3,200 crores

Frooti 16% Slice 26%

Maaza 47%

Fig 2: (Left) Market and sales growth of 3 main players in 2011-12. Source HT, Mar 10, 2013 1 Fig 3: (Right) Market Share of Mango based drink brands 1

1.2 PORTER’S 5 FORCES ANALYSIS:

Threat of Substitutes Moderate

Supplier Power Low

Rivalry among firms Intense

Buyer Power High

Threat of New Enterants
Low

1: HT , Mar 10,2013 (http://www.hindustantimes.com/business-news/CorporateNews/Pepsi-Parle-vie-for-No-2-slot-in-mango-drinks/Article11024214.aspx) 2: 4PS Maaza Vs. Slice: (http://www.4psbusinessandmarketing.com/15072012/storyd.asp?sid=5296&pageno=1 )

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Power of Suppliers : Power of Suppliers : Low - Mango pulp industry is highly fragmented - Dominated by numerous SMEs in the mango producing belts of Karnataka, Maharashtra, AP and Tamil...

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