Context Of Indian Juice Industry Marketing Essay

Over the last decennary the wellness consciousness of consumers has become an of import factor driving the agri-food market. Healthier nutrient merchandises have entered the planetary markets with force in the past old ages and quickly gained market portion.

Assorted surveies have concluded that better apprehension of consumer perceptual experience of healthy nutrients and its determiners are cardinal success factors for market orientation and development and for successfully negociating market chances. The basic intent of this research undertaking is to place the influence of assorted factors on the purchasing determination of clients. Through this undertaking we attempt to find the awareness degree of consumers with regard to juice in pulverization format.

There has been in an increasing growing in nutrient processing sector and India has set a mark of 20 per cent growing by 2015. It comprises agribusiness, gardening, carnal farmings, and plantation. The chance for growing is immense when we compare the fact that simply 1.3 per cent of nutrient is processed in India, whereas, about 80 per cent of nutrient is processed in the developed universe. Changing life styles, increased disbursement powers, disposable incomes and altering consumer gustatory sensations are expected to alter the face of the nutrient retail market in India.

Carbonated drinks, fruit juice and juice-based drinks, energy and athleticss drinks, malted drinks, probiotic drinks and bottled H2O are besides demoing immense growing in India. Within this sector, the fruit drinks section, the juice and juice drink class is among the fastest turning sections. While carbonated soft drinks are turning at 6-8 per cent, fruit drinks as a class is turning at around 18-20 per cent each twelvemonth.

Juice and related constructs in context of Indian Juice Industry

Fruit juice Juice is the liquid that is of course contained in fruit or vegetable tissue. Juice is prepared by automatically squashing or macerating fresh fruits or veggies flesh without the application of heat or dissolvers. For illustration, orange juice is the liquid infusion of the fruit of the orange tree. Juice may be prepared in the place from fresh fruits and veggies utilizing a assortment of manus or electric drinkers. Many commercial juices are filtered to take fibre or mush, but high-pulp fresh orange juice is a popular drink. Juice may be marketed in concentrate signifier, sometimes frozen, necessitating the user to add H2O to restructure the liquid back to its “ original province ” . However, dressed ores by and large have a perceptibly different gustatory sensation from that of their “ fresh- squeezed ” opposite numbers. Other juices are reconstituted before packaging for retail sale. Common methods for saving and processing of fruit juices include tining, pasteurisation, freeze, vaporization and spray drying.

Labeling and Health effects – Sangi

Since, this paper deals with the clients ‘ behavior towards the Fruit Drinks class. So it is better to understand the market scenario and the major participants of this market i.e. what they are offering to their clients which can act upon their behavior.

Intro of fruit juice industry in India

The Indian life style has a traditional preference for fresh fruits and veggies, particularly place processed/cooked 1s. Peoples who intend to imbibe juice either bring forth it at place utilizing electronic devices or purchase it from sellers which produce juice immediately from fresh fruits in forepart of the consumer. But with the increasing influence of western civilization on life manner and eating wonts Indian consumers have started devouring processed juices available in tetra battalions. Besides the factors like deficiency of handiness of clip for doing juice at place and increased consciousness sing hygiene have contributed to increase in demand for jammed juices.

Matter of factly, Juice is no more considered as a luxury particularly for the in-between category society in the urban and semi urban countries, where the population is acquiring more and more wellness witting and are recognizing the of import food values of fruit and are doing them a portion of their day-to-day diet. The companies in this Rs. 100 crore industry since origin have been seeking to educate the consumers about packaged fruit juice that it is as pure and alimentary as fresh juice which is perceived every bit fresh as it is extracted in their presence through assorted promotional and awareness runs. The fruit juice merchandises market consists of three frequently overlapping merchandise categorizations: 1 ) storage method, 2 ) spirit, and 3 ) juice content.

The storage method categorization includes refrigerated, shelf-stable bottled, frozen dressed ore, sterile, canned, and shelf-stable liquid dressed ore. In the Indian market, the flavour categorization includes orange juice, assorted fruit drink, cranberry juice ( including 100 % juice cranberry juice blends and cranberry juice cocktails ) , apple juice, fruit juice blends, Citrus paradisi juice ( including 100 % Citrus paradisi juice and Citrus paradisi juice cocktails ) , tomato/vegetable juice, lemonade ( including limeade ) , and grape juice. The juice content categorization includes 100 % fruit juices and fruit drinks.

Increasing consumer involvement in and disbursement on fresh fruit has affected the fruit juice market. Consumers frequently perceive fresh fruit as healthier than processed fruit merchandises, including juices. Governmental and medical organisations have spurred this tendency by publishing guidelines that recommend fresh food.A Although recent old ages have seen a tendency of growing in packaged fruit juice industry, the major growing drivers in fruit juice market are:

Increase in wellness consciousness among consumers,

Addition in disposable incomes,

More sophisticated cocktail civilization.

Major trade names – Sangi

Industry Analysis

The market for fruit and vegetable juice has grown at about a steady rate in the last five old ages. This is mostly due to increase in importance of taking a healthy life among Indian consumers.

The market grew from merely under Rs. 1200 crore to over 3200 crore in the past 5 to 7 old ages.

The indicated CAGR is of 21.67 %

The market has grown from around 250 million liters to over 550 million liters in footings of volume.

The informations shown below from twelvemonth 2004 to 2009 is declarative of the growing in the sector.

Market Size Fruit/Vegetable Juice Industry

Beginning: Pass by Euromonitor International

The market can be categorized in footings of merchandise content and there are three major merchandise contents available. A·

Fruit Drinks: Juice with mush content less than 24 % ,

Nectars: Juice with mush content between 25 – 99 % ,

Juices: Juice with mush content more than 100 %

Fruit Drinks is the largest market with an estimated market portion of near to 50-60 %

Mango is the most popular spirit and histories for approx. 85 % of volume across all the participants. Other flavours orange ( 5 % ) , pineapple ( 3 % ) and a merger of two or more spirits

Market Players in the class

Parle agro is the market leader for this section with its trade name Frooti commanding a market portion of around 75 % .

The remainder of the market is shared by Godrej ‘s Jumpin, Coca-cola ‘s Maaza and Pepsico ‘s Slice.

Fruit Juice class claims a market portion of around 30 %

The expected growing in this class is 20-25 % yearly

Major market participants of this class are

Dabur ‘s existent fruit juice is the market leader with 50 % of market portion

Followed by Tropicana with Market portion of 35 % .

Real Mixed Fruit juice is the highest selling merchandise in the class.

Other Players include Godrej ‘s X ‘s trade name merchandises and Mother Dairy ‘s Safal trade name Juices

Nectar is the smallest class with estimated market portion of near to 10 % .

Major market Players are:

Godrej and Dabur are major participants in this class with merchandises under X ‘s and Coolers trade names severally.

Dabur ‘s Real Active Apple is the highest selling merchandise of the class

Tropicana ‘s has limited presence in the class under the trade name name Tropics with Mangifera indica, Psidium littorale and Litchi spirits.

Other emergent signifiers include juices with fiber or mush like Coca-cola Minute-maid ‘s pulpy orange and Tropicana ‘s Fibre Active+ . Pepsico is besides be aftering to establish juice in pulverization format under its established Tropicana trade name.

Target Markets:

The adult females of the house

Children – ingestion for complacency based on attractive advertizements and different spirits and colorss offered.

The adolescents – for wellness witting and as a pre-work out energy beginning for Gym traveling teens.

In-home ingestion – for ingestion at place.

Out of place ingestion – On roads, speedy nutrient articulations, working topographic points and amusement zones are the topographic points of likely ingestion.


Fruit juice companies have to confront a two degree competition i.e. on the first degree with the replacements and the so the participants within the industry. The ‘sip war ‘ is comprised of the following participants with regard to India.

Soft Drinks ( both carbonated and Non- carbonated soft drinks ) Soft Drinks are divided into carbonated and Non- carbonated drinks. While Cola, lemon and oranges are carbonated drinks mango drinks come Noncarbonated class.

Flavoured Milk ( energy, N-Joy etc. ) Just like fruit drinks Flavoured milk is besides positioned on the wellness platform. Companies are seeking to project it as a merriment drink with added spirits and advanced packaging.

Mineral Water: Fruit drink Sellerss see even mineral H2O as replacement to their offerings. The chief premise is that battalions guarantee quality bringing and

Other merchandises: Milk by- merchandises like buttermilk and lassi besides serve as major replacements. They compete in footings of low monetary value every bit good as easy handiness. These drinks are besides considered of import from the wellness position. Chief Rivals: A host of trade names are jostling for thirst infinite. Not merely Colas but drink sand fruit juices of all chromaticities are decorating store shelves. From bottled iced-tea to branded chhaas, fruit-based drinks and flavoured milk, drink shapers have gone amuck with merchandise invention as new discrepancies continue to deluge the market. Fruit drinks are high on the swig list in summers as it is portion of the wellness craze brushing the state. Health witting consumers are progressively giving aerated drinks the spell by and doing a beeline for fruit-based mixtures. Furthermore, sporadic contentions about pesticide-infested Cola drinks are said to be driving consumers towards fruit-based drinks as a safer option. That is why even bing participants are traveling all out to pour out new spirits.

Trpoicana – Sangi

Pepsi to establish Tropicana in pulverization format

PepsiCo is set to turn over out flagship juice brandA TropicanaA in a pulverization format, fliping it straight against planetary rival Cadbury-Kraft, which sells Tang, every bit good as home-grown house Rasna. India may be the lone market in which one of the universe ‘s largest drink shapers is taking Tropicana into the pulverization dressed ore category.A

While the pulverization dressed ore market is estimated at over Rs 600 crore, Ahmedabad-basedA RasnaA is by far the market leader with an over 80 % portion ; it has been selling the eponymic trade name since the last three decennaries while transnational Cadbury-Kraft ‘s Tang is a distant No 2.

Leveraging Tropicana ‘s planetary fruit expertness, PepsiCo claims to hold developed a alone engineering that preserves real-fruit gustatory sensation and allows change overing fruit juices into easy soluble pulverization without added unreal preservatives. With this launch Pepsi aims to

Drive handiness

Attract more consumers to box fruit juice/beverage class and

Expand the franchise of Tropicana in India.

For PepsiCo, this is n’t its first raid in the pulverization class. It had extended its athleticss drinkA GatoradeA to pulverize format in early 2010 by establishing Gatorade Sports Mix.

Pepsi ‘s new offering appears to be a important invention and could assist in turning the trade name every bit good as the class, But this market wo n’t be easy to capture. Apart from Rasna, Pepsi will hold to vie with Cadbury-Kraft ‘s Tang, which is universe ‘s largest powdered drink trade name. The alone merchandising points of Tang are right on tendency with what consumers opt for — affordability, gustatory sensation and refreshing goodness.

Monetary value Analysis – Sangi

Aim of the Study

The chief end of this survey is to turn to two chief inquiries:

Purpose to purchase

Brand consciousness

The purpose to purchase a fruit drink would mensurate the factors that strongly affect a purchaser ‘s determination

Measure the consciousness among consumers for the juices in pulverization dressed ore signifier

Literature Review

a-?Czepiel ( 1980 ) : Researcher undertook a survey on pull offing client satisfaction in consumer service concern. The survey states that marketing involves the distinguishable procedures of both pulling consumers and fulfilling them. Glowing promises are utile ways to pull buyers, but sellers should bear in head that these promises may organize the footing for consumer outlooks. Since consumer dissatisfaction springs from negative disconfirmations of these outlooks, some cases of dissatisfaction could be avoided if consumers merely expected less in the first topographic point.

a-?Nandagopal and Chinnaiyan ( 2003 ) concluded that the degree of consciousness among the rural consumers about the trade name of soft drinks was high which was indicated by the manner of purchase of the soft drinks by “ Brand Name ” . The major beginning of trade name consciousness was word of oral cavity followed by advertizements, household members, relations and friends.

a-?Douglas Sorenson ( 2005 ) : The aim of this survey was to place the optimum merchandise design attributes for a scope of chilled probiotic orange juice drinks and to measure the part of market oriented research methodological analysiss to the development and strategic selling of advanced functional drinks. New merchandise development chances exist for probiotic based drinks juice although functionality should non be relied on entirely to leverage a competitory advantage.

a-?Ramasamy et Al. ( 2005 ) indicated that, the purchasing behaviour is immensely influenced by consciousness and attitude towards the merchandise. Commercial advertizements over telecasting was said to be the most of import beginning of information, followed by shows in retail mercantile establishments. Consumers do construct sentiment about a trade name on the footing of which assorted merchandise characteristics play an of import function in determination devising procedure. A big figure of respondents laid accent on quality and felt that monetary value is an of import factor while the others attached importance to image of maker.

a-?Dilber Ulas H, Bader ( 2006 ) : The intent of this survey was to show a wide position and analysis of trade name exchanging attitudes of Cola consumers in Turkish Cola market. Cola turka, the new Cola trade name has captured Coca-cola continuing its laterality. Pepsi-Cola has surpassed by this new merchandise.

a-? Narang ( 2006 ) opined that, a purchaser does non lodge to one trade name in instance of nutrient buying. They should be able to remember different trade name names when they go for purchase. Insistent advertisement can be used to advance trade name callback. The merchandise should be associated with manner and tendency, so that it entreaties to the young person and the trade name name should be developed as a manner statement. Promotional strategies such as price reduction and free offers with purchase are suggested to increase rates.

a-? Vincent ( 2006 ) elicited that quality is an of import factor that draws consumers towards branded merchandises. Branded merchandises are accepted as good quality merchandises. Peoples do non mind paying excess for branded merchandises, as they get value for money. Media is a cardinal component in advancing and act uponing trade name. A kid ‘s insisting affects household ‘s purchasing behaviour. Children are extremely cognizant and witting of branded points. Although unbranded merchandises sometimes give same satisfaction as branded merchandises, clients would still prefer to buy a branded merchandise.

a-? Usha.V ( 2007 ) The survey revealed that in bulk of the families adult females made the purchasing determinations of instant nutrient merchandises. The retail merchants influence dramas really of import function in the buying of instant nutrient merchandises and retail stores are the of import beginning for purchase of these merchandises by consumers. There is a general perceptual experience among the consumers that Instant Food Merchandises are expensive than place made merchandises

a-? Marianela Fornerino, Francois ( 2010 ) This experimental research seek to offer a method for mensurating the several merchandise and trade name parts to the planetary sensed quality dimension in the instance of five trade name of orange juices. Result indicate an assimilation consequence for the national trade names, peculiarly strong with the most preferable trade name and non-significant trade name consequence for the retail merchant ‘s trade name, although both the merchandises were rated the same in the unsighted rating.

a-? Saroj Hiremath and E.J.Jagtap ( 2011 ) The survey examines the consumer behaviour and trade name trueness for tetra packed juices in Pune City, Maharashtra, India. The survey of the overall nonsubjective poses the clear image sing consumers ‘ consciousness and purchasing behaviour sing Tetra packed juices of different trade names. From the survey it has been observed that tetras packed juice consumers prefer jammed juice to existent juices because of its freshness, convenience and hive awaying capacity. The consumers in Pune City are good cognizant sing the usage of their trade names among the available options.

Research Methodology and Data Collection

Based on literature study and adept interview with Mr. Arjun Mehra, Area Gross saless Manager in Mumbai, Pepsico India Ltd. a list of relevant variables was prepared. The factor analysis performed utilizing ‘principal axis method – Dont retrieve the name sum1 write it delight ‘ resulted in? ? factors with? ? variables distributed amongst them. Based on the factors obtained a questionnaire was prepared to capture the relevant factors, which was ab initio pre-tested at IMT Ghaziabad. After its finalisation ; primary informations was collected from 120 respondents across tube metropoliss in India by administrating the study personally and online. The respondents were chosen utilizing convenience trying maintaining packaged juice consumers as sampling frame.

The questionnaire was aimed to capture information on the psychological science of the consumer when he/she makes a buying determination for packaged juice, therefore merely 2 demographic factors viz. age and topographic point were taken into consideration to analyze their affect on consumer ‘s purchasing determination. The survey revealed that? ? per centum of respondents were in the class of? ? – ? ? Range age. Besides it was observed that? ? per centum of respondents consume juice 1-2. 3-5, 6-10 and & gt ; 10 times in a hebdomad. Table 1 below shows the above information in tabular signifier.

Table 1: Consumer ( Sample ) Profile

Frequency of Consumption of Fruit Juice ( times per hebdomad )






& gt ; 10 times

Number of Respondents

Age Category

& lt ; 25 old ages

25 – 50 Old ages

& gt ; 50 old ages

Topographic point





Please Fill in the Data or assist me making it

The undermentioned diagram depicts the methodological analysis followed utilizing a flow diagram

Figure 2: Flow diagram picturing Methodology for survey

Hypothesis and Regression Equation Assumed – Existing System

Data Analysis and Results – We need non demo any SPSS consequence tabular arraies please mention to some research documents I have sent along with the mail – We need to compose merely the reading portion.

We can utilize Pie charts here – Loveraj

Proposed System – Concluding arrested development equation after analysis ( with coefficients obtained )

Limitation – Anirudh delight lucubrate on them.

Sample Size


Geographic restraints

Limited secondary informations

Cost restraints


Maximal people prefer purchasing sachets during travel, hence the company should concentrate their distribution in coach base booths, railroads.

Attractive promotional offers make the purchaser exchange trade names hence rival activity should be closely monitored.

Celebrity indorsements do non impact the purchasing determination of the purchaser hence less budget should be allocated to it.



a-?Bassi Francesxa Guido Gianluigi, .2006 “ Measuring Customer Satisfaction from Product Performance to Consumption Experiences ” , Journal of Consumer Satisfaction, Dissatisfaction and Complaining behaviour, Vol-1, pp.67-85.

a-? Consumer Behaviour, Leon G. Schiffman & A ; Leslie Lazar Kanuk, PHI – EEE, 9th. Edition, 2006.

a-? Doreen Chze, Lin Thang, Benjamin, Lin Boon Tan.,2003 “ Associating Consumer Perception of Retail Stores-An Empirical appraisal of the multi-attributes of shop image ” , Journal of Retailing and consumer Servicess, Vol-10, pp.193-200.

a-?Czepiel. A. John.,1980 “ Marketing Customer Satisfaction in Consumer Service Busines ” , Working Paper Marketing Science Institute, Sept,1980.

a-?Vincent, N. , 2006, A survey on trade name consciousness among kids and its consequence on household purchasing behaviour in Bangalore metropolis. Ind. J. selling. 36 ( 1 ) : 12-18.

a-?Ramasamy, K. , Kalaivanan, G. , and Sukumar, S. , 2005, Consumer behaviour towards instant nutrient merchandises. Ind. J. selling. 35 ( 6 ) : 24-25.

a-?Consumer Behaviour, Roger D Blackwell, Paul W Miniard, & A ; James F Engel, Thomson India Edition, 10th Edition, 2007.

a-?Usha V. , 2007 “ A survey of purchasing behavior of consumers towards instant nutrient merchandises ” , July 2007.

a-?Marketing Management – Planning, Implementation & A ; Control, Global Perspective, Indian Context, V S Ramaswamy & A ; S Namakumari, MacMillan India Ltd. , 3rd. Edition, 2003.

a-?Marketing Management, 12th. Edition, by Philip Kotler & A ; Kevin Lane Keller.

a-?Marketing Research, G C Beri, TMGH, 3rd. Edition, 2000.








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