juicy battle
TRANSCRIPT
-
8/14/2019 Juicy Battle
1/29
JUICY BATTLE
-
8/14/2019 Juicy Battle
2/29
Need Family
Juice
Product ClassNon-carbonated
Beverages
Beverages
Product Line
Packaged
JuiceProduct Type
ProductFamily
Thirst
Quenching
-
8/14/2019 Juicy Battle
3/29
ROUND #1
-
8/14/2019 Juicy Battle
4/29
To become worldspremier beverageindustry and therebycreating healthy
financial rewardsand growth
To provide largestrange of refreshing,preservative freefruit beverages for
the health and wellbeing of everyhousehold
VisionVision
-
8/14/2019 Juicy Battle
5/29
COMMITMENT
1. Promoting health &wellness
2. Focus on productreformulation
COMPETENCY
1. Strong productportfolio
2. Developing nichebusiness
3. Ayurvedic foundation
STRATEGIC INTENTSTRATEGIC INTENT
-
8/14/2019 Juicy Battle
6/29
Total soft drink
(Organised)
3 8 0
6 1
C a r b o n a t e dN o n c a r b o
Total Market
Rs4418Cr
14%
86%
Unorganised Organised
Total Market
Rs4392Cr
Total Non-carbonated
market
MARKET STATS
-
8/14/2019 Juicy Battle
7/29
Drink
65%
27%
8%
Fruit juice Nectar Drink
9%
3%1%
55%
2%
30%
Real TropicanaNBBD-Safal Parle-Appy
Godrej-Xs Other
Non-Carbonated beverage
Total:
Rs615CrTotal:
Rs215Cr
Fruit juice & Nectar
Over all segment growth rate=27%; Expensive segment growth=40%
MARKET SHARE
-
8/14/2019 Juicy Battle
8/29
62
34
58
35
55
38
0
10
20
30
40
50
60
70
2004 2005 2006
Real Tropicana
MS
Time
Dabur
Market share
Due to new entrants
Trop
-
8/14/2019 Juicy Battle
9/29
Net sales contribution of different Dabur business
CCD CHD DFL IBD Others
67% 8% 11% 13% 1%
FOOD
11%
Particulars Rs Cr
Net revenue
(%Growth)
1039.6
(17.8)
PAT
(%Growth)
126.6
(12.2)
EPS 2.2
DFL
(%Growth)
190
(27)
PBIT(DFL)
(% Growth)
13.6
(15.8)
Juices
( % Growth)
66.4
(29)
Growth only 2nd toCCD business(30%)
-
8/14/2019 Juicy Battle
10/29
Real active9%
Junior
6%
Others
5%
Real
80%
Real Real active Junior Others
Reals-Contribution to top line
DFL=190Cr
-
8/14/2019 Juicy Battle
11/29
Net sales contribution of different Pepsico business
PI FLNA PBNA QFNA
35% 32% 28% 5%
International
35%
Particulars $ Mn
Net revenue
(%Growth)
32562(Rs147KCr)
(11)
EPS(%Growth)
2.6
15
PI
(%Growth)
11376(Rs52KCr)
(15)
PAT
(% Growth)
1607(Rs7KCr)
(21)
-
8/14/2019 Juicy Battle
12/29
6.9
13.8
11.7
8.8
0
200
400
600
800
1000
1200
1400
1600
2003 2004 2005 2006
0
2
4
6
8
10
12
14
16
Net revenueProfitability
TREND CHART-Dabur
RsCr
-
8/14/2019 Juicy Battle
13/29
13.23%
14.39%
12.52%
16.06%
11.95%
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
2002 2003 2004 2005 2006
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
16.00%
18.00%
Net revenue Profitability%
TREND CHART-PepsiCo
$Mn
-
8/14/2019 Juicy Battle
14/29
9 8TROPICANA REAL
Objective(3) 3 2
Strategy(3) 3 2
Market share(4)
3 4
-
8/14/2019 Juicy Battle
15/29
JUICE Varietyseeking product
Low involvementHi involvement
Significant BrandDifference
Few Brand
Difference
Product Category
-
8/14/2019 Juicy Battle
16/29
19
%
81
%
Planned Unplanned
53%47%
Impulsive Non-Impulsve
BUYING PATTERN
-
8/14/2019 Juicy Battle
17/29
Consumption pattern2006
2004
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2004 2006
Inhouse consumption Outside consumtion
Consumption Pattern
-
8/14/2019 Juicy Battle
18/29
0
5
1 0
1 5
2 0
2 5
3 0
M A X M I N
C o n s /
M n
lt s / m
n t h
Highly seasonal demand
Fruit production=9 Mn tonne
(growth=12%)
Total soft drinkmarket(juice+carbonated)=US$1Bn
Juice Market= 230 Mn Ltr
Packed juice=1%
Consumption is a group activity
60% prefer to see the juice they
buy
Facts about industry
Demand gap
-
8/14/2019 Juicy Battle
19/29
Geographical TROPICANA REAL
Location Metros/mini metros Metro/mini metro
DemographicAge Bachelor/newly
married/FN1/FN2Mothers/children 6-14/young executives
Income Hi spendable income/hi assetand saving Hi spendable income/hiasset and saving
Education/occupation
Educated/executive/working professionals
Educated housewives/executive/workingprofessionals
Social Class SEC-A/SEC-B SEC-A/SEC-B
SEGMENTATION
-
8/14/2019 Juicy Battle
20/29
Behavioral
Knowledge of theproduct
aware aware
Psycho graphic
Lifestyle Actualizers(statusoriented)/Experiencers/striver
s
Believers/strivers
Personality Self-confidence Sociability
-
8/14/2019 Juicy Battle
21/29
Energy balance=calories in
calories out Small, strategic and tuck in
acquisitions leading toorganic growth
Strategic alliance with
vendors/Agro-industries
Substitute for carbonated
beverages Entering the choice set by
increasing the productlength
Collaboration withhospitality industry/workplace
GROWTH OPPORTUNITYGROWTH OPPORTUNITY
-
8/14/2019 Juicy Battle
22/29
Variety seeking
Health seeking
R-Junior
T-Healthy kids
R-Active
T-Light n healthy
Real
T-fibreT- organic
Tropicana
Real
Product MappingProduct Mapping
-
8/14/2019 Juicy Battle
23/29
Price
Fruits flavours
Fruits+veg flavours
R
T
R
T
Price MappingPrice Mapping
Rs 3-4/lt
-
8/14/2019 Juicy Battle
24/29
Multiple Pack Sizes
For varied consumption
needs and occasions
Smart Sport SymbolFor identifying healthier
lifestyle products
Spin-Cap Tetra Pack
Retaining freshness &
preventing adulteration
Exotic Range of Flavors
For varied consumption
tastes and choice
ILORING STATEGIES TO SEGMEILORING STATEGIES TO SEGME
-
8/14/2019 Juicy Battle
25/29
7 9TROPICANA REAL
Segmentation(4) 2 3
Growth opportunity(3) 3 3
Tailoring needs(3) 2 3
-
8/14/2019 Juicy Battle
26/29
ROUND #2
-
8/14/2019 Juicy Battle
27/29
Fun for you productsto- wellnessproducts
Addresses safety
needs
Preservative freedrink
Various flavors nvariants
Real Active orange-carrot
CUSTOMERS NEEDCUSTOMERS NEED
-
8/14/2019 Juicy Battle
28/29
Portraying
youthfulness andfreshness
Communicatingbenefits of good
health
TVC uses lifestyle
imagery Communicationdirected at distinctaudiences
GETTING CLOSERGETTING CLOSER
-
8/14/2019 Juicy Battle
29/29