Research on Juices

Prepared by Group 3Group 4

DATA ANALYSIS

AGENDA

• Consumption of juice, time, occasions, place and reason• Awareness of different segments of juice and perception• Triggers and barriers to consumption of packaged juice• Brand strength of major brands

– Awareness– Usage– Imagery

• Conclusion• Recommendation

Brands consumed

47

53

1

31

18

6

REALTROPICANACERES JUICESMINUTE MAIDACTIVEOTHER

Place of consumption

home; 18

college; 9

office; 5

on the go; 26

parties; 8

Time of consumption

After dinner

Evening

I do not have a specific time (anytime is good or when I feel like drinking it)

0 5 10 15 20 25 30 35 40 45

Drink Preference

17

20

16

41Aerated/Carbonated drinkFruit flavouredFruit juice100% fruit juice

Reasons of consumption

67%

27%

6%

taste health Doctor's advice others

Frequency of Drinking

DAILY

NOT DAILY BUT "MORE THAN TWICE" A WEEK

ONCE A WEEK

LESS THAN ONCE A WEEK

0 5 10 15 20 25 30 35

7

33

9

16

Segment awareness

200ml 1 litre 1 litre+0

2

4

6

8

10

12

14

11

7

1

13

2 2

Fruit Juice100% fruit juice

Barriers to fruit juice consumption

Better alternative Health issue Price Taste/Flavor0

5

10

15

20

25

30

Best alternate drink

AERATED/CARBONATED DRINK

WATER

VEGETABLE JUICE

OTHER

0 5 10 15 20 25 30

Attributes - Rating

Fruit Content

Price

Availability

Brand Name

0 50 100 150 200 250 300

244

208

258

239

Brands based on “price”

Real Tropicana Ceres Juices Minute Maid Active0

50

100

150

200

250

Brands based on “taste/flavor”

Real Tropicana Ceres Juices Minute Maid Active0

50

100

150

200

250

300

Brands based on “being healthy”

Real Tropicana Ceres Juices Minute Maid Active0

50

100

150

200

250

300

Brands based on “availability”

Real Tropicana Ceres Juices Minute Maid Active0

50

100

150

200

250

300

Awareness + Price Premia

Attention to content Willing to pay premium0

5

10

15

20

25

30

35

40

45

39

32

Overall Conclusions

• Of the current brands present in the market, Tropicana leads the pack with Real in second

• On the go juice drinking is most prevalent• Most people do not have a specific time when

they drink juice (maybe because most of the respondents are students)

• Majority of the consumers drink juice because of its taste

Overall Conclusions

• Tropicana is the most valued brand on Price, taste/flavor, health and availability parameters

• Availability is the most important attribute according to consumers

• 39 of the 65 respondents pay attention to fruit content in the juice while 32 are willing to pay a premium for extra fruit juice content

Recommendations

• Product– Fruit Juice and 100% Fruit Juice– Start with very tasty flavors

• Pricing– At par with Tropicana and Real

• Place– Kolkata: has to be available everywhere

• Promotion– Differentiation strategy will be based on taste