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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
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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
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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
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Health
Consciousness
Disposable
Incomes
Sophisticated
cocktailculture
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Product Information
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Tropicana-Impulse Buy
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PackagedFruitJuice
FruitJuice
Nectar
Drink
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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%
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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
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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
9
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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
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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
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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
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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