MARKET STUDY OF

REAL FRUIT JUICES

Largest Indian Personal and HealthCare company

World’s Leader in Ayurveda

Professionally Managed

Awarded for the excellence in corporate governance

Strong Internal Competencies

World class manufacturing and R&D

The juices are prepared from concentrated fruit extracts. The amount of water in the juices is exactly same as what is supposed to

be in the fruits. The juices are also rich in fiber. Moreover, there is no added sugar, artificial colour, artificial flavour or

preservatives. There are 30+ flavours available for the consumer to choose from.

Porter’s 5-force model

1. Geographical

2. Demographical

3. Behavioural

1. Urban/Sub-Urban

2. Youth and Adults

3. Quality Oriented

1. 100% Real Fruits

2. Quality and hygienic products

S T P

Segmentation Target Positioning

Product Excellent quality productsMade from best quality fruitsPacked in an aseptic 6-layered Tetra pack 

PlaceStrong network for distribution Supply is extensive and incomparable

PricePricing is slightly higher than its competitor’s products prices

PromotionsDabur has launched a full-fledged advertising campaignRoped in celebrities like Bipasha Basu and Sonali Bendre as brand ambassadors

1. Established brand value and image

2. Robust supply chain3. Large market share with

loyal customers4. Excellent advertising

1. Comparatively high pricing

2. No new flavours

1. Rope in the Olympic winners for advertising the product

2. Growing health consciousness among people

3. Buy out competitors

1. Existing competitors (Pepsico Tropicana, Parle Agro)

2. Potential new entrants (Patanjali, PaperBoat)

3. Local fruit juice sellers

Pepsico’s Tropicana

• Tropicana is product from the vast family of PEPSI• Pepsi’s tropicana has outpaced the growth of the juice 

market in last two years.• Pepsi in association with Hindustan-Lever Ltd launched Iced 

tea ‘LIPTON’.• Pepsi is one of the world leader in the aerated drink market.

Parle Frooti

• Largest distributor in the fruit based drinks with almost 85% market share.

• Wider reach to the retail outlets in up to tier II cities.• Company includes mineral water brand of Bailey.

Competitors Analysis

Statistics from the Survey

Kiwi, red guavaCoconut waterKala-khattaFruit pepsiFresh lemonadeFruit Yogurt

Suggestions : 

Special range for the kids. These should be available in various packages (100ml, 200ml, 300ml, etc.) tetra packs or pet bottles.

Specific products for pregnant ladies as they consume more juices during their maternal period.

New products range of Aerated Fruit drinks can be introduced as they are in trend among the youth.

Introduction of few new unique flavours like Red Guava and kiwi

Can introduce the fruit extract powder sachet with relatively lower price.