juice market analysis tropiana competition

7/28/2019 Juice Market Analysis Tropiana Competition

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Juice Market Analysis-Tropicana

&Competition

Vaibhav Jain 1


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PepsiCo

Global Headquarters: Purchase,N.Y.

Fortune 500 Company

Employees: Approximately 285,000

worldwide

Chairman & CEO: Indra K. Nooyi

Vaibhav Jain 2


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F.M.C.G Industry Snap-Shot

Indian FMCGindustry size

estimated ataround US$ 25 bn.

Steady double digitgrowth in the

sector

Personal care &Food products

dominate thesector

Many categoriesare currently small

and offer hugepotential

Rural Indiacontributes 33% of

the overall FMCGsector

Vaibhav Jain 3


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Category Wise Share of the Sector

baby Care

2%

H/hold

4%other

5%

personal care

22%

food product

43%

fabric care

12%

hair care

8%

otc product

4%

Source: AC Nielsen 4


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Juice Market-Industry(India)

Indian Juice industry pegged at Rs 600 Crore

Major Growth Drivers

Vaibhav Jain 5

Health

Consciousness

Disposable

Incomes

Sophisticated

cocktailculture


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Product Information

Vaibhav Jain 7

Tropicana-Impulse Buy


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PackagedFruitJuice

FruitJuice

Nectar

Drink

Vaibhav Jain 8

Fruit Content Decreases,water content

increases,Price decreases


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Daburs Real a real challenge

Daburs Real MainCompetitor Comes in two Variants

Nectar & Active

Daburs Real-First Mover

Advantage Tropicana following catch up

policy

Daburs Real Market Share-Delhi 60%

Tropicana Market ShareDelhi-20%

Tropicana s Aim is to fillthe gap of 40%

9


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Market under Scanner:-Karol Bagh

13% 3%

30%

54%

Karol Bagh Tropicana Status

No Juice Market Real Only Tropicana Only Both Present

Shops

Tropicana

Present

89%

Shops

Gatorade

Present

11%

Gatorade Availability Status-

Karol Bagh

Vaibhav Jain 10

Shops Covered

30

No JuiceMarket

4

Tropicana Only

9

Real Only

1

GatoradePresent

3

Both Present

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Market under Scanner- CP

11

real only

6%

trop only

46%real+trop

27%

no juice

21%

C.P -Tropicana status

ShopsTropicana

Present

89%

Shops

Gatorade

Present

11%

Gatorade Cross Selling Status

ShopsCovered

33

No JuiceMarket

7

TropicanaOnly

15

Real Only

2

GatoradePresent

3

Both Present

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Vaibhav Jain 12

Factory

Carry and Forward

Distributor Modern Trades

Wholesalers

Retail Trade

Consumers

Distribution Cycle


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Recommendation

Cover all the market gaps in order to take pie ofhidden business worth 47Lakh INR according tosample size.

Execute plan of estimation exercise to reapbenefit of 38Crore Hidden Sales for Tropicana andRs 1.8 Crore for Gatorade in one year.

Tap in more and more institutes like hotels,

schools, offices, gymnasiums. For sales of Gatorade follow O.S.O.S -ONE SHOP

ONE SAMPLE principle

Vaibhav Jain 13


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Continued

Have a retailer competition where retailer

who will sell maximum juice in month will get

a prize.

Promote Upselling -accelerate cross selling

Vaibhav Jain 14


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Continued

Make Distributor Happy-

Give him Credit-15 days

Make Replacement Policy Simple

Provide IT enabled application to streamline

process

Work On Attrition Rate of Distributor to

increase trust of Tropicana in heart of Retailers

Vaibhav Jain 15


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Strengths

High Quality product -Great Nutritionalvalue

Gatorade-Worlds; No 1 fitness drink @

affordable prices

Tropicana great value to retailer-15%

margin

Gatorade great value to retailer -18%

margin

Rising health awareness amongcustomers

Opportunities

Untapped markets of T.T serves as base

for new untapped business-chandni

chowk, Sadar bazaar

Latest Promotions increasing Brand

Awareness among Consumers

Great Potential -Institutions-Colleges,

Schools, Gymnasiums

Common wealth games-Gatorade

Threats

Pirated Products

Cheap variant of juices

Inflation-rising prices of Commodities

Weaknesses

Dabur's Real ubiquitous across DelhiMarket

Following Catch up Policy

Market Gaps

Attrition rate of Distributor @West Delhi

Lact I.T infrastructure at Distributors end

S W

TO


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Thank You

Vaibhav Jain 17

juice market analysis tropiana competition

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