1. LIVE IT UP…
Presented By:
Abhinav Malik
Akhil Birdi
Neha Tyagi
2. Objective
Overview about Company
Target Market-Segmentation
Product
Price
Place
Promotion
SWOT Analysis
Financial Analysis
Competitive Analysis
Why should company invest in Fresh Punch?
3. PepsiCo is a global food and beverage leader with net revenues of more than $65
billion and a product portfolio that includes 22 brands that generate more than $1
billion each in annual retail sales. Main businesses – Quaker, Tropicana, Gatorade,
Frito-Lay and Pepsi-Cola – make hundreds of enjoyable foods and beverages that are
loved throughout the world
Goal is to nourish consumers with a range of products that deliver great taste,
convenience and affordability, from simple treats to healthy offerings
PepsiCo India’s expansive portfolio includes iconic refreshment
beverages Pepsi, 7UP, Nimbooz, Mirinda, Slice and Mountain Dew, in addition to low-calorie
options such as Diet Pepsi, hydrating and nutritional beverages such
as Aquafina drinking water, isotonic sports drink Gatorade and fruit juices such
as Tropicana and Tropicana 100%
4. Fresh Punch is a non-alcoholic concentrated squash made with fruits, herbs and
vegetable extracts with no artificial color added.
Made with-Fruits(orange, citron, pineapple, apple, berries, strawberry, raspberry,
loganberry, blackberry, cherry, concord grapes, blackcurrant and watermelon),
Vegetables(Spinach, Carrot, Mint), Herbs, Roots, Flowers.
5. •1 glass cold water
•2 tablespoons of Fresh Punch
•2 ice cubes
Note- A Refreshing, Delicious & Healthy Drink.
It can also be used for making ice cream and faloodas also.
6. Market segmentation is the process in marketing of dividing a market into distinct
subsets (segments) that behave in the same way or have similar needs
Variables Used for Segmentation
1. Geographic variables
2. Demographic variables
3. Socio-economic variables
4. Psychographics
7. Fresh Punch has no set geographic target area. By leveraging the benefits of
liberalization and integration of the markets of the world, FP will seek to serve both
their customers.
Metropolitan Cities, major cities of the states, and towns.
Density of Area: Urban, Semi-urban, Rural.
Climate: Tropical
8. Age – all age group
gender – Both Male and Female
family size - doesn’t matter
Education - doesn’t matter
Income – middle & hi end consumer
occupation – student, working and retired people
religion – doesn’t matter
nationality/race – doesn’t matter
language - doesn’t matter
9. All class from A to C. Fresh Punch is consumed by the upper class, middle class as
well as the affording chunk of lower class. However, the major portion of consumers of
this drink is formed by the middle class & lower class people, due to its affordability.
10. Health Conscious- It will be manufactured using natural ingredients.
Usage- It will be consumed as cold drinks in summers during which period its sales
are the highest.
Personality-
13. Type Squash
Features Fresh Punch is a 100 percent healthy drink which will be produced and
marketed by PepsiCo
PLC Introduction Period
Identification Brand Name- Fresh Punch
14. Our product lie in introduction
period
Low sales
High costs per customer
Negative profits
Innovator customers
Few competitors
Objective: to create awareness
and trial
Offer a basic product
Price at cost-plus
Selective distribution
Awareness – dealers and early
adopters
Induce trial via heavy sales
promotion
15. Distribution Channel
Product location availability –Density of areas(Urban, Semi-urban, Rural areas);
Metropolitan Cities, small cities, towns.
Modes of transportation – Road Transportation
19. Apply the concept of providing quality product at optimum price
Provide Lucrative discounts, deals and schemes
Adopt sales oriented objective
Have one price policy to maintain a goodwill among customers.
20. So, as a new comer our pricing strategy is to introduce our products in the market at lower
prices so as to create the huge demand in the market and to compete with other
competitors.
As we come up in the demand, we will increase our prices and will provide more efficient
and affordable juices
21. Penetration Pricing
• Our product will be lie on penetration strategy
with high quality & low price
• For introducing new product
• Price low to capture market share
• Expect to make profit in volume
22.
23. Promotional Tactics
Provide free samples in the market for the brand awareness
Use of social media
Promotion Mix- Advertising, Print Media etc.
24. The following shows the advertising in the print media – to our target audience by
using the message showing a glass full of Fresh Punch “Drink this much every day!
25. • Cut throat
competition
• Unstable
government
policies
• Participation with a
growing industry.
• Fitness conscious
people can be served by
introducing sugar free
drink.
• Ready to drink
• Seasonal availability
of fruits
• Changing taste &
preference
• Late entry into the
market
• Adequate availability
of raw materials
• Brand Loyalty
• Price, a competitive
advantage
• Natural Product
Strengths Weakness
Opportunities Threats
26. Will be incorporated with an initial investment of Rs.15 cr (150 million)