Raw mango juice product idea

/ASSIGNMENT 2/Product: Asli Kaccha Raw Mango Juice, from Asli Kaccha Company.

OPPORTUNITY ANALYSISIndias packaged juice market has charted a high growth trajectory, due to easy availability, anytime-anywhere consumption, and convenience. The table below shows the projected according to study done by Vaibhav Verma & Manish Malhotra for Banarsidas Chandiwala Institute of Hotel Management & Catering Technology.

Huge untapped potential: The per capita consumption of fruit juice-based beverage is 45 litre in Germany, 42.5 litre in Switzerland and 39 litre in the US. In India, the per capita consumption is just 20 ml, which is negligible compared to other countries. Government support: Prime Minister Narendra Modi also suggested that multinational cola giants should help augment fruit sales for Indian farmers by adding fresh fruit juices to their fizzy drinks. This is a good opportunity Easy Sourcing: India, the world's largest producer of mangoes and hence this a vital opportunity for such a business. Great taste for fruit drinks: Fruit drinks, which have a maximum of 30 per cent fruit content, are the highest-selling category, with a 60 per cent share of the market. Frooti, Jumpin, Maaza, and so on are the most popular products in this category. Great chance for mango juice: As far as fruit drink is concerned, 92 per cent of the market is estimated to be mango-based. This segment has been classified into three categories based on the pulp percentage. Completion: Dabur is the market leader in the Indian packaged juices market with its brands Real and Real Activ. Other players include Parle, Fresh Gold, and Godrej. Considering the attractiveness of the segment, diversified consumer food companies such as ITC are working towards making a foray into packaged juices.

STP ANALYSISSEGMENTATION

TARGETINGPRIMARY MARKET KIDS loves juice. TEENS more experimental & excited. YOUTH experimental & more buying power.These are the new impulse category. The sporty and fun loving nature of the teens andtheir likings of hanging outtogether while drinking fruit juices or other soft drinks are taken into account. Working people & Women easy and healthy

SECONDARY MARKET Travel industry Railways & local transport systems. Recreational movie theatre, malls, retail food outlets. Association with event management companies.POSITIONING

Asli Kaccha Mango is positioned as tasty and refreshing healthy drink.Brand Name: Asli Kaccha Mango: Implies that the product is made from orginal raw mango and tastes like orginal raw mango as consumers have it.

Logo: The logo presents the mascot; Green mango character, inviting everyone to taste the excitement and refreshing experience of Assli Mango products.Slogan: The taste of real raw mango. (Implies that the juice tastes like enjoying a real raw mango)Positioning: Asli Kaccha Mango is positioned as tasty and refreshing healthy drink.Its the real raw mango raw mango juice and feel; the juice is not pulpy but has little granules of mango and fibers thats really healthy and gives consumers a refreshing mango drinkValue: 100% natural and healthy. Affordable healthy drink.

POP & POD

BRAND PERSONALITYHealthy & Refreshing (Feel like drinking the real mango)

SECONDARY BRAND ASSOCIATIONS: The fruit of India. (Nation of Origin): Mangoes are the national fruit of India. So using the brand association as the real fruit taste of India in advertisements and campaigns is a source of brand leverage Brand Mascot: Brand mascot could be used in advertisements, shopping malls, to attract teenagers and kids.

Co-Branding: (Chota-Bheem brand association to attract kids).

BRAND ARCHITECTURE

Brand Architecture strategy: Branded House

The branding strategy of Asli Kaccha Mango is the branded house strategy. Where Asli Kaccha Mango is the single master brand that sits over of the brand like: Asli Kaccha Mango Juice Asli Kaccha Ice Cream( future project) Asli Kachha Mango Sauce( future project)

BRAND EQUITY BUILDING STRATEGIES:1. Developing Brand Relationship Kids: Co-Branding with Chota Bheem in commercials, posters and giving Chotta Bheem toy with mega pack. Developing brand mascot animations, mascot free comic strips with juice as free, mascot models in kids shop, shopping malls. Brand mascot jigsaw puzzle competition.

Youth & Teenagers: Asli Kaccha fun and challenging mobile game presenting the mascot as character in game, service in shopping malls and theatres. Women & Working Class: 100 % Natural quick health drink, targeting women in association through cookery shows. Associating feeling dimension on Brand : Healthy and Refreshing ( The juice is made from 100% real frit and presence of fibers and mango granules enhance this image)

2. Develop Brand Image: Developing a brand personality as 100% healthy mango drink, brand specialty: Tiny real mango granules and fibers that consumer feels while drinking.

3. Improving Brand Awareness: Nationwide brand launch through shopping malls, interactive kiosks/vending machine in railway stations, shopping malls, and attractive advertisements in media.

Partnership in ISL, Health check-up campaigns and cookery shows.

INTEGRATED MARKETING COMMUNICATION STRATEGIES:

MARKETING 4 PS