22758067-Fruit-Juice - Segmentation analysis for fruit...

Info iconThis preview shows pages 1–3. Sign up to view the full content.

View Full Document Right Arrow Icon
Segmentation analysis for fruit juice Introduction: India is the second largest market for foods and vegetables in the world. The production of fruits account for 48.5 million tones. However, the fruit juice market has not been fully tapped because of poor infrastructure and storage facilities, and highly unorganized market. However, with people turning more health conscious, the non-carbonated beverages have become one of the fastest growing businesses. The major growth drivers in fruit juice market are increase in health consciousness, disposable incomes, and more sophisticated cocktail culture. The category of fruit juices are dominated by Pepsi with its brand Tropicana, Dabur Foods with its brand Real, Coca Cola India with its brand Maaza. The market now has a variety of fruit juices like 100 % fruit juice, nectar, fruit drinks, fruit-based milk drinks and fruit-based soya milk. Geographic segmentation: The fruit juice market share is concentrated in the metros like Delhi, Mumbai, Kolkata and Chennai; mini metros like Benguluru, Hyderabad, Pune, Chandigarh, Ahmedabad and small cities like Ludhiana, Amritsar and Jalandhar. The growth of the fruit juice market increased with the proliferation of the supermarkets and malls in the metros and mini-metros. As a growing category, fruit juices must fight the battle to win the shelf space of markets. Hundreds of new beverages are introduced every year. Even though more supermarkets are being
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
built in a larger size, their shelf space is still unable to accommodate all of these new beverages in the market. Demographic segmentation:
Background image of page 2
Image of page 3
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 5

22758067-Fruit-Juice - Segmentation analysis for fruit...

This preview shows document pages 1 - 3. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online