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Marketing Management – Fruit Juice

MARKETING

Marketing management is the directing of an organization’s resources to develop and implement the best possible strategy in order to reach its best-desired consumer segment with the goal of maximizing sales of a particular product or services.

CONCEPT OF MARKETING MANAGEMENT:

Product Concept:

Contrary to the production concept this concept assumes consumers value products of a higher quality as opposed to price and availability. Therefore, the focus is more on quality and less on quantity.

Production Concept:

The production concept is used when the demand for a product is higher than its supply. The philosophy has is “supply creates its own demand”. Therefore, the focus is on manufacturing more products to make sure it is widely available.

Selling Concept:

Where the production and product concept focus on manufacturing, the selling focuses on the making of an actual sale. The number one focus for the manager is to make money no matter the quality, needs of consumers, supply or demand. Because of this, the selling concept entails very aggressive marketing.

Marketing Concept:

The marketing concept works on the philosophy that the consumers buy products that fulfill their needs. A manager that takes the marketing approach will conduct extensive market research to determine the needs of consumers and how to fulfill them better than its competitors.

Societal Concept:

Marketing managers with this approach are also concerned about the well being of society and feel a responsibility to tend to the world around them. The societal concept creates a became of social and environmental welfare, customers relationships and sales.

4P’s

Product:

The product is either a tangible good or an intangible service that seems to meet a specific customer need or demand. All products follow a logical product life cycle and it is vital for marketers to understand and plan for the various stages and their unique challenges. It is key to understand those problems that the product is attempting to solve.

Price:

It covers the actual amount the end user is expected to pay for a product. How a product is priced will directly affect how it sells. This is linked to what the perceived value of the product is to the customer rather than an objective costing of a product.

Promotion:

The marketing communication strategies and techniques all fall under the promotion heading. There may include advertising, sales promotion, special offers and public relations. Whatever the channel used, it is necessary for it to be suitable for the product, the price and the end user it is being marketed to.

Place:

Place or placement has to do with how the product will be provided to the customer. Distribution is a key element of placement. The placement strategy will help access what channel is the most suited to the product.

INTRODUCTION:

Juice is a beverage made from the extraction on pressing of the natural liquid contained in fruits and vegetables. It can also refer to a liquid that is flavored with concentrate or another biological food source, such as meat or seafood, such as clam juice. Juice is commonly consumed as a beverage or under as an ingredient or flouring in foods or other beverages, as for smoothies. Juice emerged as a popular beverage choice after the development of pasteurization methods enabled its preservations without using fermentation [which is used in wine production]. The largest fruit juice consumers are New Zealand or Colombia.

COMPETITORS:

  • Real:

Real is a flagship product of Dabur foods launched in 1996.it is India’s no.1 fruit juice brand voted as a super brand. The consumers voted it as the most trusted fruit juice brand for four years. Real was also awarded the Reader’s digest trusted brand gold award 2009, in the food and beverage category. Mr. Amit the CEO took the name Real because he wanted his customers to know that their juice was natural.

USP: fruit flavored, health drink

TAGLINE: My real fruit power

PRICE: 95

  • Frooti:

It is the largest selling mango flavored drink in India. It is the flagship product and the most successful drink offered by Parle agro pub ltd. Frooti was launched in 1985 in Tetra pack packages. It is now available in pet bottles and rectangular shaped packs. Frooti is currently endorsed by Shahrukh Khan in India. Frooti is exported to the United States, Canada, United Kingdom, Saudi Arabia, Malaysia, Maldives, Australia, Thailand, and many more countries

USP: the true taste of mangoes

TAGLINES: mango fruity, fresh and juicy

PRICE: 75

  • Tropicana:

Tropicana originated in the United States of America. It was founded in 1947 by Anthony T> Rossi in Bradenton, Florida. The company went [public in 1969 and is listed on the New York stock exchange. It was the fruit company to sell bottled orange juice ourselves in 1985. In 1998 Tropicana was acquired by PepsiCo to make it a leading producer by branded fruit juice.

USP: High-quality juice beverage and nectar

TAGLINES: let’s make breakfast 100%

PRICE: 105

  • Maaza:

It was introduced in the 1970s, Maaza has today become to symbolize the very split of mangoes. Universally loved for its taste, color and thickness and wholesome properties. It is a coca-cola fruit drink brand. Typically, coca-cola has launched Maaza in orange and pineapple variant, but these variants were subsequently dropped. Coca-cola has recently relaunched these variants again in the Indian market.

USP: Mango floured drink

TAGLINES: maaza lao aam ki pyaas bujhao.

PRICE: 62

  • Minute Maid:

The minute maid was launched in India in 2007, with the introduction in India of pulpy orange. It is a part of the coca-cola company. Since its launch, till date minute maid pulpy orange has consistently been leading orange juice drink in the Indian market. Over the year minute maid has expanded its portfolio with service of new product launches-minute maid nimbu fresh, mixed fruit and mango.

USP: Feel the orange the pulp

TAGLINE: Real fruit extract

PRICE: 60

WHY FRUIT JUICE?

The consumer preference in India is shifting towards health, natural food products, and the demand for non-carbonated drinks is accelerating. The people are turning more health conscious; therefore the fruit juice segment has become one of the fastest and most popular and most rapidly growing businesses of the time.

In the face of an increasing competitor, companies are redesigning the packages that they offer their product in. At the same time, safety, long shelf life, convenience, and economic viability are also an important consideration.

MY PRODUCT:

The name of my product is fruit bonanza. This reflects the goodness of so many fruits in the juice. This gives the ides of the fruit juice being fresh, appetizing and delicious. I chose this name because bonanza means a large amount of something desirable, and my product contains a large number of fruits.

VARIETY OF PRODUCTS:

  1. Mix fruit bonanza
  2. Crispy apple bonanza
  3. Sweety mango bonanza
  4. Tangy orange bonanza
  5. Nourishing grape bonanza

A logo is a combination of text and visual imaginary that serves two purposes. It tells people the name of the company and it creates a visual symbol that represents your business. Some logos have powerful symbolic association connected to people’s memory.

A logo is important because:

  • Reveals your identity
  • Distinguishes you from the competitors
  • Facilitates brand loyalty
  • Can be everywhere
  • Invites new customers to get to know you

LABELING:

Display of information about a product on its container, packaging, or the product itself is known as labeling. For several types of consumers and industrial products, the type and content of information that must be imparted by a label are governed by the relevant safety and shipping laws.

Six qualities of a label design:

  • The right material
  • Color that pops
  • Great graphics
  • Supershape
  • Fabulous finish
  • Readable, eye-catching fonts

UNIQUE SELLING PROPOSITION:

With so many businesses offering the same type of product and services, you can only win over your competitors if your offer is available for the particular time and there is not- or if your product or service offers something that theirs does not. This is what we call a unique selling proposition or USP. Essentially, a USP is a summary of features that make your business unique and valuable to your target market. It tells your target customers that your company offers more value compared to other brands in the market.

OUR USP: "Just Fruit, No Added Flavor, No Colors”

FEATURES:

  1. It is manufactured with original fruits that are grown in company-owned farms.
  2. The juice comes in a very adjustable tetra pack to fit into kids Tiffin boxes.
  3. It is a great source of vitamin C.
  4. It serves as a source of folic acid which helps in reducing tiredness and fatigue.
  5. It contains fruit juice, no added flab flavors.
  6. It is rich in antioxidants.

SWOT ANALYSIS

A SWOT analysis is an analysis framework used to evaluate a company’s competitor’s position. It is a tool that identifies the strength, weakness, opportunities, and threats of a business.

  • Strength: they describe what an organization excels at a separates it from the competitors.
  • Weakness: it stops an organization from performing at its optimum level.
  • Opportunities: it refers to favorable external factors that an organization can use to give it a competitive advantage.
  • Threat: it refers to factors that have the potential to harm an organization.

PERMISSIONS AND LICENCES:

  1. Food process order [FPO]:

FPO mark is a certification mark mandatory on all processed fruit product sold in India such as packaged fruit beverages, fruit juice, crushes and squashes, pickles, dehydrated fruit product etc.

  1. Trademark:

Its clearance is required for not copying other brands products.

  1. Permanent account no. [P[PAN]/span>

The firm must have a permanent account number.  For the purpose, an application needs to be filled with the income tax department.

BRANDING:

The process involved in creating a unique name and image for a product in the consumer’s mind, mainly through advertising campaigns with a consistent theme. It aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.

  • Branding promotes recognition.
  • A brand sets us apart from the competitors.
  • Branding sets an expectation.
  • A strong brand adds value.

GRADING

Grading is a process of sorting individual unit if a product into well-defined classes or grades of quality. The goods are graded or sorted out into different lots in accordance with the specified standards. The established standards lay down the grade of the product. In case of manufactured goods, goods can be uniform quality but agricultural products like fruits and vegetables, etc, vary in quality; therefore, classes or grades of quality are set and different unit of the products are sorted into the established standard grades. Standardization means that good is of specified and uniform quality.

PACKAGING:

Packaging refers to the process of designing packages such as containers, wrappers, etc. There are levels of packaging.

  1. Primary packaging: it refers to the products immediate package. In certain cases, such packets are retained until the consumers are ready to use the product.
  2. Secondary packaging: it is the additional packaging given to a product to protect it.
  3. Transportation packaging: it refers to packages essential for storing, identifying or transporting.

CHANNEL OF DISTRIBUTION:

The distribution channel is a chain of business or intermediaries through which a good or services passes until it reaches the end consumer. It can include wholesalers, retailers, distributors and even the internet itself. Channels are broken into direct and individual forms, with a “direct” channel allowing the consumers to buy the products from the manufacturer, and an “indirect” channel allowing the customers to buy the goods from a wholesaler or retailer.

TRANSPORTATION:

Transportation means the physical movement of goods from one place of production to the place where they are required. An insulated truck will be used as a means of transportation. Insulation truck is required because juice requires a cool place otherwise it can be spoiled.

WAREHOUSING:

As fruit juice has a shorter shelf life it needs to be preserved in refrigerated warehouses. It should be protected from sunlight and heat. Warehousing will play a very important role in pressing juices.

SELLING PRICE:

To Wholesaler:

1-liter pack₨ 80
200ml pack₨18

To Retailer:

1-liter pack₨ 85
200ml pack₨18

To Customers:

1-liter pack₨ 95
200ml pack₨ 20

PROMOTION:

Promotion refers to the entire set of activities, which communicate THE Product, brand or service to the users. The idea is to make people aware, attract and induce to buy the product, in preference over others.

Techniques:

  • Branding at the prime location in the form of hoarding.
  • Events at schools and colleges will be organized to spread awareness about the product.
  • Sponsoring a charity event.
  • Endorsing a celebrity.

SOCIAL MESSAGE:

  1. We’ll use organic food to manufacture our product for the benefit of society.
  2. An adequate percentage of our profit will be devoted to physically disabled people.
  3. Every year some of the juice packages will be distributed in orphanages for free.
  4. The packaging will be made of recycled cardboard.

CONCLUSION:

From this marketing research, I have understood the importance of the marketing mix. I have learned to take the decisions regarding the 4P’s of marketing the following things too:

  • Gathering information and analyzing the market.
  • How to design a product.
  • Branding, labeling, and packaging of a product.
  • Pricing of product.
  • Marketing and promotion of a product etc.

ACKNOWLEDGMENT

I am very thankful for my business studied teacher, who helped me in analyzing the TOPIC- Marketing Management – Fruit Juice. It made my concept clear, enhanced my knowledge and helps me realize the importance of the same.

I am also thankful to CBSE for giving me an opportunity of making this project and giving suitable guidelines to prepare the project.

CERTIFICATE

This is to certify that the present project report is the outcome of my own efforts and my indebtedness to other works/publications have been duly acknowledged at the relevant place. It had not been submitted in part or full for any other diploma or degree of any university.

Teacher’s Signature

Examiner’s Signature                                                                                 

BIBLIOGRAPHY:

  1. My book
  2. Friends and family
  3. Teachers
  4. Internet
  5. http://google.co.in/search?q=marketing+management+class+12&oq=MARKET=chrome,1.69i57j75k92i.9723j1j&sorce=chrome=UTF
  6. http://google.co.in/search?q=promotion=of=product&oq=promotion &aqs=chrome

About Nawaf

Nawaf, An Twentieth-something savvy Web Designer / Social Media Manager / SEO Strategist based In India. He is Passionate about Web Designing, Programming, And Web Security. He is currently learning Management Studies and is in the Second Year

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