Brand Yatra II – Non-Aerated Fruit Beverages Strong shift of demand since 2003 towards non-carbonated drinks Category Overview Growth of fruit juices within the country from 2001 to 2006 was 3.43% Bottled water has undergone the most significant growth of non-carbonated drinks with volumes up by 13.74% between 2001 and 2006 Market breakup in 2010 Approximately Rs 7,400 crore beverages market in terms of value may have CSDs commanding a 85 % (Rs 6,200 crore) share, and the non CSD’s have clocked an impressive 30% year-on-year growth over past few years compared to around 6%-7 % growth by the CSD segment. Category Evolution Timeline First non Slice by Pepsi co The Latest addition aerated drink was introduced to the category is in 1993 as a Nimbu Fresh by to be Coca Cola. It was launched in refreshing mango drink launched in March India was which went on 2010 to compete Maaza. It was to become the with the already launched in leader of this existing lemon drink 1976. category in this category. Next addition With 3 mango fruit in this drinks present in the category was category, next Frooti, in product to be 1985. It was launched was introduced in Nimbooz, a packaged innovative lemonade. It was tetra packs. launched in Feb 2009 Brand/Price Wars Between Nimbooz and Nimbu Fresh: •To compete with Pepsi co’s Nimbooz, Minute Maid Nimbu fresh launched after a year •Nimbu Fresh introduces 400 ml pack for Rs 15 while Nimbooz gives 350 ml pack for Rs 15. Between Mango Drinks (Slice, Frooti, Maaza): •Frooti introduced a 65ml pack for Rs 2.5 apart from its normal 200ml tetra pack to attract kids. •Frooti’s and Maaza’s 200 ml tetra pack costs Rs10 while that of Slice is of Rs10. A major setback for slice. •Frooti introduced 2litre bottle. An innovative concept. Its cost is Rs 53. Neither Maaza nor Slice has such packaging. Maaza’s 1.2litre bottle costs Rs 55 . Comparison of Positioning •Slice – stresses on indulgence. Present campaign is “Pure mango pleasure – Aamsutra” •Maaza – claims to be ultimate and only way to quench thirst for mangoes, “bujhao aam ki pyaas” •Nimbooz – emphasizes on being authentic lemon. Also stresses on its Indian identity. •Nimboo Fresh – plays the emotional connect card; current campaign is “Bilkul Ghar Jaisa” •Frooti – Uses brand heritage to position itself as the first and real mango drink. Present campaign built around “Why Grow Up?” Perceptual map for the brands Price Trendy Perceptual Map Of Clusters Taste Age Maaza Nimbooz Slice Frooti Nimbu Fresh Thank you!
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