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Magic Delight: India's Fruit Beverage Market

Magic Delight is launching a new line of fruit beverages in India. The branded fruit beverage market in India is worth Rs. 1200 crore and is the fastest growing liquid beverage category. Fruit drinks specifically are growing at 18-20% while carbonated drinks grow only 6-8%. The target market includes youth, kids, teens, working professionals and housewives across both urban and rural areas. Key competitors include brands such as Tropicana, Dabur Real Fruit Juices, B-Natural, and Minute Maid.

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73 views14 pages

Magic Delight: India's Fruit Beverage Market

Magic Delight is launching a new line of fruit beverages in India. The branded fruit beverage market in India is worth Rs. 1200 crore and is the fastest growing liquid beverage category. Fruit drinks specifically are growing at 18-20% while carbonated drinks grow only 6-8%. The target market includes youth, kids, teens, working professionals and housewives across both urban and rural areas. Key competitors include brands such as Tropicana, Dabur Real Fruit Juices, B-Natural, and Minute Maid.

Uploaded by

Azmii Belim
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

MAGIC DELIGHT

TAGLINE : “Squeeze more fruit out of life”


INDEX
INDUSTRY
ANALYSIS

TARGET
MARKET

MARKET
SEGMENTATION

COMPETITIV
E ANALYSIS

SWOT
ANALYSIS

MARKETING
MIX (4 P’s)
BEVEREGES

BEVEREGES
MARKET (INDIA)

ALCOH
SOFT
OLIC
DRINKS
DRINKS
INDUSTRIAL ANALYSIS

Branded fruit beverage market in India is estimated to be


worth Rs. 1200 core

The fruit drink market:

JUICE ACCOUNTS 30%

NECTAR 10%

FRUIT DRINKS 60%


The juice and
It is the fastest juice drink
growing liquid category is
beverage among the fastest
category growing
segments

More than 90%


of sales happen Fruit drinks as a
trough the category is
unorganized growing at 18-
route – juice 20%, carbonated
center, street soft drinks are
corner shops and growing at 6-8%
so on
Target Market

Primary Market

Youth:
Kids: Teens: Experimen Worki Hous
Fond More tal and
of Fruit experi more ng ewiv
Juice mental
buying
power
people es
Market Segmentation

Market segmentation is the process in


marketing of dividing market into distinct
subsets (segments) that behave in the same
way or have similar needs.

• Geographic variable
Variables • Demographic variable
used for • Psychographic variable
segmentation: • Behavioral variable
Geographical Variable
Seek to serve both
Metropolitan Cities,
domestic and
major cities of the Density of area: Climate: Tropical
international
states, and towns
customers

Urban Semi Urban Rural


Demographical Variable

Occupation:
Income:
Gender: Family size: Education: Students,
Age: All Middle and
Both male Doesn’t Doesn’t working
age groups Hi end
and female matter matter and retired
customers
people
Psychographic Variable

Personality No

Lifestyle Yes

Value Yes

Attitude Yes
Behavioral Variable

Benefit sought
Product usage rate

Brand loyalty
Profitability
Income status
Competitors
Tropicana by PepsiCo
Real Fruit Juices by Dabur

B-Natural by ITC
Safal by Mother Dairy
Paper Boat by Hector Beverages

Fruit Juices by Patanjali


Minute Maid by Coca-Cola

CavinKare Pvt Ltd.


Parle Agro
Sofit by Godrej Beverages

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