real vs tropicana
DESCRIPTION
Comparision b/w Real and TropicanaTRANSCRIPT
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JUICY BATTLE
Presented by: U
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Need Family
Juice
Product ClassNon-carbonated
Beverages
Beverages
Product Line
Packaged Juice
Product Type
Product Family
Thirst Quenching
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ROUND #1
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• To become world’s premier beverage industry and thereby creating healthy financial rewards and growth
• To provide largest range of refreshing, preservative free fruit beverages for the health and well being of every household
VisionVision
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COMMITMENT
1. Promoting health & wellness
2. Focus on product reformulation
COMPETENCY
1. Strong product portfolio
2. Developing niche business
3. “Ayurvedic” foundation
STRATEGIC INTENTSTRATEGIC INTENT
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Total soft drink(Organised)
3800
612
Carbonated Noncarbonated
Total MarketRs4418Cr 14%
86%
Unorganised Organised
Total MarketRs4392Cr
Total Non-carbonated market
MARKET STATS
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Drink65%
27%
8%
Fruit juice Nectar Drink
9%3%1%
55%
2%
30%
Real TropicanaNBBD-Safal Parle-AppyGodrej-Xs Other
Non-Carbonated beverage
Total:Rs615Cr
Total:Rs215Cr
Fruit juice & Nectar
Over all segment growth rate=27%; Expensive segment growth=40%
MARKET SHARE
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62
34
58
35
55
38
0
10
20
30
40
50
60
70
2004 2005 2006
Real Tropicana
MS
Time
Dabur
Market share
Due to new entrants
Trop
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Net sales contribution of different Dabur business
CCD CHD DFL IBD Others
67% 8% 11% 13% 1%
FOOD11%
Particulars Rs Cr
Net revenue
(%Growth)
1039.6
(17.8)
PAT
(%Growth)
126.6
(12.2)
EPS 2.2
DFL
(%Growth)
190
(27)
PBIT(DFL)
(% Growth)
13.6
(15.8)
Juices
( % Growth)
66.4
(29)Growth only 2nd to CCD business(30%)
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Real active9%
Junior6%
Others5%
Real80%
Real Real active Junior Others
Real’s-Contribution to top line
DFL=190Cr
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Net sales contribution of different Pepsico business
PI FLNA PBNA QFNA
35% 32% 28% 5%
International35%
Particulars $ Mn
Net revenue
(%Growth)
32562(Rs147KCr)
(11)
EPS (%Growth)
2.6
15
PI
(%Growth)
11376(Rs52KCr)
(15)
PAT
(% Growth)
1607(Rs7KCr)
(21)
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6.9
13.8
11.7
8.8
0
200
400
600
800
1000
1200
1400
1600
2003 2004 2005 2006
0
2
4
6
8
10
12
14
16
Net revenue
Profitability
TREND CHART-DaburR
s C
r
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13.23%14.39%
12.52%
16.06%
11.95%
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
2002 2003 2004 2005 2006
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
16.00%
18.00%
Net revenue Profitability%
TREND CHART-PepsiCo$
Mn
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9 8TROPICANA REAL
Objective(3) 3 2
Strategy(3) 3 2Market share(4) 3 4
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JUICE –Variety seeking product
Low involvementHi involvement
Significant Brand Difference
Few Brand Difference
Product Category
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19%
81%
Planned Unplanned
53%47%
Impulsive Non-Impulsve
BUYING PATTERN
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Consumption pattern2006
2004
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2004 2006
Inhouse consumption Outside consumtion
Consumption Pattern
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0
5
10
15
20
25
30
MAX MIN
Cons/mnth
Mn
lts/
mnt
h
•Highly seasonal demand
•Fruit production=9 Mn tonne (growth=12%)
•Total soft drink market(juice+carbonated)=US$1Bn
•Juice Market= 230 Mn Ltr
•Packed juice=1%
•Consumption is a group activity
•60% prefer to see the juice they buy
Facts about industry
Demand gap
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Geographical
TROPICANA REAL
Location Metros/mini metros Metro/mini metro
DemographicAge Bachelor/newly
married/FN1/FN2Mothers/children 6-14/young executives
Income Hi spendable income/hi asset and saving
Hi spendable income/hi asset and saving
Education/occupation
Educated/executive/working professionals
Educated housewives/ executive/working professionals
Social Class SEC-A/SEC-B SEC-A/SEC-B
SEGMENTATION
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BehavioralKnowledge of the product
aware aware
Psycho graphicLifestyle Actualizers(status
oriented)/Experiencers/striversBelievers/strivers
Personality Self-confidence Sociability
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• Energy balance=calories in – calories out
• Small, strategic and “tuck in” acquisitions leading to organic growth
• Strategic alliance with vendors/Agro-industries
• Substitute for carbonated beverages
• Entering the choice set by
increasing the product length
• Collaboration with hospitality industry/work place
GROWTH OPPORTUNITYGROWTH OPPORTUNITY
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Variety seeking
Health seeking
R-JuniorT-Healthy kids
R-ActiveT-Light n healthy
RealT-fibre
T- organic
Tropicana
Real
Product MappingProduct Mapping
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Price
Fruits flavoursFruits+veg flavours
R
T
R
T
Price MappingPrice Mapping
Rs 3-4/lt
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Multiple Pack Sizes
For varied consumption needs and occasions
Smart Sport Symbol
For identifying healthier lifestyle products
Spin-Cap Tetra Pack
Retaining freshness & preventing adulteration
Exotic Range of Flavors
For varied consumption tastes and choice
TAILORING STATEGIES TO SEGMENTTAILORING STATEGIES TO SEGMENT
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7 9TROPICANA REAL
Segmentation(4) 2 3Growth opportunity(3) 3 3Tailoring needs(3) 2 3
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ROUND #2
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• Fun for you products –to- wellness products
• Addresses safety needs
• “Preservative free” drink
• Various flavours n variants
• Real Active orange-carrot
CUSTOMER’S NEEDCUSTOMER’S NEED
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• Portraying youthfulness and freshness
• Communicating benefits of good health
• TVC uses lifestyle imagery
• Communication directed at distinct audiences
GETTING CLOSERGETTING CLOSER
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• Low sugar/low fat/low Na beverages
• Committed to support active lifestyles
• Great taste and wholesome nutrition
• Complete family package
FOCUS ON SOLUTIONSFOCUS ON SOLUTIONS
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8 9TROPICANA REAL
Needs(4) 3 3
Communication(3) 2 3Solution(3) 3 3
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CREATE COMPETENCIESCREATE COMPETENCIES
• Superior technological know-how
• Huge sourcing capacities
• Trusted name in natural health care over 100 yrs
• Healthy product mix of natural & herbal products
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DEVELOP CABABILITIESDEVELOP CABABILITIES
• Linkages-upstream in the supply chain
• Hub for orange Juice– 11% of brazil production
– 2Mn mt tn of orange production
• Extensive distribution network
• Setting up strategic manufacturing bases
• Implemented SAP to enhance quality of supply chain
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INTEGRATE FUNCTIONSINTEGRATE FUNCTIONS
• BPT(business process transformation)
• DARE program(driving achievement of retail excellence)
• Point of sale software at stockists
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8 7TROPICANA REAL
Competency(4) 4 3
Capabilities(3) 2 2Integration(3) 2 2
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ROUND #3
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• Core competency in beverage industry.
• Powerful brands
• Internationally tested and proven flavors
• First mover advantage
• Learning curve advantage
• Innovation in product offering
• Redefining traditional marketing dynamics
Competitive Advantage
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• Above-the line & below-the-line promotion
• Promoting as a health drink
• Novelty in concept -”mixology”
• Promoting Juice as social drink
• “Customized” juices
BEAT COMPETITIONthrough innovation
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Consumption11%
Consumption/Awareness=0.64
Consumption15%
Consumption/Awareness=0.57
SUSTAININGthrough branding
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Tropicana
Real
Bra
nd e
quit
y
Brand image
Hi
L
HiL
Equity Vs Image
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6 8TROPICANA REAL
Create(4) 3 4
Beat(3) 1 2Sustain(3) 2 2
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FINALROUND
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• Sustenance through “tripple bottom line”
• S.M.A.R.T-lifestyle program for healthier living
• Sundesh-Welfare organization
• Committed to maintain ecological balance
• Reforestation of Himalayas
SOCIAL RESPONSIBILITYSOCIAL RESPONSIBILITY
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• Training and educating farmers
• Engaging in water harvesting programs
• Creating health awareness programs
• Calorie consciousness
• New generation getting attracted towards packed foods
RECOGONISE ENVIRONMENTAL CHANGESRECOGONISE ENVIRONMENTAL CHANGES
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5 8TROPICANA REAL
Environmental(5) changes
2 4
Responsibility(5) 3 4
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• Customer feedback.• Constant endeavor
towards innovation• Commitment towards
community service
• Preservative free• Taste close to real fruit
• Full of nutrients & vitamins.
• Fruit + vegetable concept.
CUSTOMER FOCUSCUSTOMER FOCUS
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• Practice EPA hierarchy: Reduce, Reuse, Recycle.
• We must always strive to: Care for customers, consumers and the world we live in.
• duly NABL accredited under ISO/IEC 17025
• Sell only products we can be proud of.
• The flagship brand of Dabur Foods maintains leadership status (55 percent market share)
• The company has decided to adopt US GAAP.
• Dabur Real gets HACCP certification.
• TQM and TPM are strictly Practiced
Benchmarking
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2 3
TROPICANA REAL
Focus(5) 4 4
Benchmarking(5) 3 2
7 6
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.
• Indian consumer preferred fresh juice to packaged juice.
• Preservatives presence deteriorates freshness
• The fruit-juice market in India is pegged at 2.5 billion rupees
• Indian consumers like to add sugar when they squeeze fruit juice. We ensure that we cater to our customers' taste and preferences, and have added sugar to our juices.
96%
4%
Fresh juice Packed juice
Potential market
Qualitative Research System
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Point# Weightage Real Tropicana
1 0.20 8 1.6 9 1.8
2 0.15 9 1.35 7 1.05
3 0.10 9 0.9 8 0.8
4 0.25 7 1.75 8 2
5 0.05 8 0.4 6 0.3
6 0.15 8 1.2 5 0.75
7 0.06 6 0.36 7 0.42
8 0.04 6 0.24 8 0.32
Total 1.00 7.8 7.4
SCORE CARD
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AND THE WINNER IS…AND THE WINNER IS…