4. Fruit Juice
Nectar
Fruit Drink
•Prepared by
Fruit nectar contains
mechanically
25%-99% of fruit
squeezing fruit or
juice content.
vegetable flesh
without the
application of heat or
solvents. Its 100%
fruit juice.
Fruit drinks contain
an even lower
percentage of fruit
juice.
•No preservatives,
often pasteurized.
Preservatives
present.
Preservatives
present.
•No artificial content. Sweetener and
artificial color
present.
Sweetener and
artificial color
present.
5. THE BEVERAGE INDUSTRY IN INDIA
Retail sales of fruit/vegetable juice grew by 30% in
2012 reaching Rs52 billion
Fruit/vegetable juice competes head on with
carbonates.
The 100% juice category registers retail value growth
of 38%.
Unit prices increase by 5% in current terms.
Dabur leads fruit/vegetable juices with a 25% retail
value share.
Fruit/vegetable juice is expected grow at a CAGR of
19% in retail volume terms over the forecast period.
• www.euromonitor.com, 2013
6.
According to the Associated Chambers of Commerce and
Industry of India (ASSOCHAM), the non carbonated drink
industry in India is about to take a jump from US $2.7bn in
2012 to US $7.9bn by 2015.
This industry consisting primarily of fruit juices, drinks and
nectars is fuelled by the increase in the net disposable income
of Indians and the expansion of urban areas.
Fruit juice segment of this industry is growing the fastest at a
rate of around 35% annually while other components are
showing a growth of around 10%-15%.
www.euromonitor.com, 2013
7. Company Overview
Rasna is a soft drink concentrate brand owned by Pioma
Industries which is based in Ahmedabad, India.
It was launched in mid-seventies but started gaining popularity
in the eighties when the market was dominated by carbonated
soft drinks like Thums Up, Gold Spot and Limca.
As of 2009, Rasna had a 93% market share in the soft drink
concentrate market in India and as of 2011, the company had a
turnover of 3.5 billion.
• www.pitchonnet.com, 2013
8. Rasna Ju-C
In May 2013, Rasna launched its first ready to drink beverage
named Ju-C.
Ju-C which is positioned as a nutritionally healthy beverage
having 100 per cent RDA of Vitamin Cis targeted towards 8-14
years old children.
The drink has been launched in four flavours- mango, orange,
apple and mixed fruit.
Ju-C is designed to be consumed not just as breakfast flavour
product but as a snack as well due to its nutritional value.
• www.trendmonitor.com, 2013
10. PRODUCT
Rasna Ju-C is a ready to drink beverage.
containing
available
100% RDA OF Vitamin Cs.
in 1 litre and 250 ml pet
bottles.
available
in 4 flavours i.e. mango,
orange, apple and mixed fruit.
www.thehindubusinessline.com, 2013
11. PRICE
Ju-C’s
1 litre bottle is available at Rs 65 for mango
flavor.
1
litre bottle of mixed, orange and apple flavor is
available at Rs 75
Its
250 ml bottle is available at a
competitive price of just Rs 18.
www.thehindubusinessline.com, 2013
12. PLACE
Rasna’s
huge distribution network gives Ju-C a
competitive advantage consisting of:
35 depots
2500 stocklists
1.8 million retail outlets
Sales force of around 700
• www.trendmonitor.com, 2013
13. PROMOTION
Rasna
Ju-C is positioned as a healthy snack drink.
Its
advertising strategy targets kids
between 8-14 years of age.
The
drink was launched by Bollywood
actress Karishma Kapoor and the new
Rasna girl Avan Khambatta, the
daughter of Rasna’s Chairman.
www.thehindubusinessline.com, 2013
14. PACKAGING
Rasna
Ju-C is available in attractive pet bottles.
The
name of the drink is made up word with phonetics
containing the words Juice and C, pronounced same as
“Juicy”.
The
name also signifies the 100% RDA of Vitamin Cs by
the letter C at the end.
The
logo of Ju-C comprises a big C further stressing upon
its Vitamin C content.
www.thehindubusinessline.com, 2013
15. POSITIONING
Ju-C
is being positioned as a nutritional snack drink.
Its
trying to capture the imagination of kids as well as the
consciousness of their moms.
Its
introductory phrase is ‘Tastier, Healthier and Fun’.
16. PEOPLE
Sales,
Marketing, Operations and Quality control divisions
are already up and running.
Ju-C
is established as a separate SBU of Rasna.
www.thehindubusinessline.com, 2013
www.thedelhisamachar.com, 2013
18. INGREDIENTS PER 100ML OF THE DRINK
Dabur Real
56 cal
Sugar 13 gm
Vitamin C- 12.5 mg
Potassium- 70 mg
Calcium- 5 mg
Contains added sugar
Tropicana
48 cal
Sugar 11gm
Vitamin C- 16 mg
Potassium- 170 mg
Calcium- 18 mg
No added sugar
Dabur Real
Activ
48 cal
Sugar 12 gm
Vitamin C- 20 mg
Potassium- 86 mg
Calcium- 18 mg
No added sugar
Rasna Ju-C
USP-Fortified with 100%
RDA Vitamin C
Minute Maid
42 cal
Sugar 10.5 gm
(no more info)
Contains added sugar
www.fitho.com, 2013
19. VARIANTS
Dabur Real
Dabur Real Activ
Rasna Ju-C
Orange, Pineapple, Mixed
fruit, Apple, Mango,
Pomegranate, Cranberry,
Guava, Grape, Sweet Lime,
Litchi, Peach, Plum and
Apricot.
Orange, Carrot juice,
Multi-fruit, Apple, Mixed
Fruit Spinach-Cucumber
Juice, Mixed Fruit
Beetroot-Carrot Juice and
Real ActiV+ fiber.
Mango, Apple, Orange,
Pineapple and Mixed
Tropicana
Minute Maid
Orange, Cranberry, Apple,
Mixed fruit, Pineapple,
Mango, Guava, Litchi,
Tomato, Grape,
Pomegranate and 100%
Tropicana.
Pulpy Orange, Lemon,
Apple, Mixed Fruit,
Mango, 100% - Grape,
Apple and Orange.
www.fitho.in, 2013
www.thehindu.com, 2013
www.thehimalyantimes.com,
2014
20. PRICING
Dabur Real
Dabur Real Activ
Rasna Ju-C
1 litre – Rs 80 to Rs 95
1 litre – Rs 95
1 litre -Rs 65 to Rs 75
330 ml – Rs 50 to Rs 60
250 ml - Rs 18
200 – Rs 23 to Rs 30
Tropicana
Minute Maid
1 litre – Rs 99
1 litre – Rs 85
200 ml – Rs 18 to Rs 25
200 ml – Rs 20
*Various sources
21. SWOT ANALYSIS
Rasna Ju-C
S
Strengths
• Brand image
• Competitive pricing
• Attractive packaging
• Vast distribution channel
• Strong parent company
• Health benefits
• Popularity
O
Opportunities
• Previously untapped vast segment
of kids
• Growing population
• Premium pricing of ‘competitor
products’
• Increasing health consciousness
• Fast paced lifestyle
W
Weaknesses
• Few variants
• No ‘early bird’ advantage
• Perceived as tasty, not healthy
T
Threats
• Presence of many competitors
• Stronghold of competitors in the
market
• Perception of “costlier means
better”.
• Environmental concerns near
bottling plants.
22. The
ready-to-drink beverages industry in India is already a
cluttered space with PepsiCo’s Tropicana and Dabur’s
Real Fruit juice as the dominant players.
Rasna,
which enjoys more than 80 per cent market share
in the powdered and concentrates category, will need to
recreate the same success story for Ju-C.
Ju-C
seeks to target kids who are adventurous and its
communication approach will also reflect that tonality.
It will organize adventure-centric BTL activities in schools,
and in association with the RWAs.
www.thenewdelhisamachar.com, 2013
