NITRO ENTERPRISES

Company

Nitro Enterprises Pvt. Ltd will be entering the food processing industry with its launch i.e. a Kiwi fruit juice. Three of the four investors have full operational responsibilities. SD and SY are the co-founders and have both entrepreneurial and industrial experience. PB brings operational management and financial skills to the operation. Nitro Enterprises Pvt. Ltd has a Strategic Alliance with the New Zealand based company Zespri International Limited to supply the kiwi fruits to India. Pursuant to our company policy stating "Quality First, Credit Prominent", we process our KiwiJoos with strict production standard, quality control and sophisticated processing technology, we at all time provide our consumers the natural and healthy Kiwifruit juice. Our Start up costs, listed below, has been financed to date by the investment from its owners. Following are the parameters:

Particulars Land & site development;[x[ acres @ Rs. [y] lakh per acres Building and civil works Plant and machineries Miscellaneous Fixed Assets Preoperative expenses Preliminary expenses Technical know-how and engineering fees Contingencies @ 10% Capital Expenditure Project cost

Amount 87crore 89crore 6ocrore 75crore 35crore 10crore 20crore 50lakh 120crore 496.50crore

COMPANY PROFILE
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COMPANY NAME

: NITRO FRUITS PRODUCT PVT.LTD COMPANY

PROFILE

: SALES AND MANUFACTURER

ESTABLISHED IN

1985

MEMBERS

MANOJ.V. PARAB Managing Director (Bcom,Mcom,MBA) JAYESH D. GAONKAR H.R.Manager (B.COM,CS,MBA IN HR) POOJA G. CHIKANE Production Manager (B.COM,ICWA,CA) PRIYANKA R. MANE Sales & Marketng Manager (B.COM,MBA in Marketng) YOGITA S. TAKAWALE Testing Head Officer (DIPLOMA IN ELECTRONICS)

MAIN OFFICE .

NITRO ENTERPRISES PRIVATE LIMITED MHB COLONY BORIVALI -400068 MAHARASHTRA

MARKETING DIV

: NITRO CHAMBERS, 3rd FLOOR, GOPAL COMPLEX, MUMBAI

MANUFACTURING UNIT/PLANT : EMPLOYEE :

TATISILWAI, INDUSTRIAL AREA PHASE 2 GORAI (MUMBAI) 500

Market Analysis
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Market Analysis Summary: One can sense an evolution that the industry has seen with development in the tetrapack market, there also has been a natural progression from drinks to nectars to juices and while traditionally fruit drinks were aimed at children, the new brands like Onjus, Real, and Life have focused on young adults and professionals. Although fruit drinks focus strongly on out of home consumption, the juices and nectars have been concentrating on takeaways or in-home consumption with more choice coming in, the tetra- pack market is likely to witness further segmentation. Packaged fruit juices are getting recognized as social drinks now, with dominant consumption being observed in the company of family and friends. People have started to perceive fruit juices as anytime beverages, with consumption being spread more or less evenly between the mid mornings, afternoons and evenings. And generation now is as much inclined to sipping fruit juices as colas, with teenagers driving the maximum trials. If the findings of a usage and attitude study conducted by market research agency Indica Research across 1200 adults in Sec A and Sec B households in Delhi and Mumbai are anything to go by, then its not just champagnes and colas that qualify as social beverages. Market Segmentation: There has been no general acceptance of the product forms in the fruit beverage market. The consumer is basically concerned if it is a fruit juice or synthetically constituted product. Product segmentation, therefore, should be clearly delimited. Under the fruit drinks the first segmentation is between real fruit drinks and synthetic drinks. The real fruit drinks are based on natural fruit pulp or juice. The synthetic drinks are synthetic products with fruit or other flavors.

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NITRO ENTERPRISES Broad taste preferences could be another way to define the market. The market is at present also segmented on the basis of fruit pulp content. For the purpose of segmentation, on the basis of fruit pulp content. For the purpose of segmentation, on the basis of fruit pulp content, market can be segmented as: Fruit juice with pulp content more than 80%. Brands falling in this category are Onjus, Real, Tropicana, etc. Fruit Nectar with pulp content between 40% to *0%. Life and Xs come in this category. Fruit Drinks with pulp content less than 40%. Frooti and Jumpin are the popular brands in this category. Market Needs: Consumers usually, are not going to accept something that doesnt taste good even if it is good for them or has certain benefits. Companies working to bring a new food product to the market have two questionsdoes it taste good and will consumers buy it? Industry analysis: The Rs 100 crore packaged fruit juice market is estimated to be growing at 20% to 25% annually, with Tropicana and Real holding 40% market share each. The market can be categorized in terms of product content and there are three major product contents available. Drinks: Juice with pulp content less than 40%, Nectars: Juice with pulp content between 40 - 80%, Juices: Juice with pulp content more than 80%,

The canned juice market initially covered brands like NAFED, Noga, Midland, Gold Coin and Druk. These were fruit juices and nectars and not drinks. But they did not make a mark in the market due to reasons such as high price, unattractive packaging and lack of right promotion programme.

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Parle Agros Frooti, a mango drink, was introduced in the tetra pack in 1985 and since then has been a leader in its segment. The market has suddenly picked up since 1994-95 and a few players have emerged as market leaders.

Leading Manufacturers of Fruit Beverages in India:

Company 1. Parle Agro Brand Frooti flavours Mango, Guava, Pineapple, Strawberry & Orange Apple Orange, Nature Sweet, Apple, Grape, Pineapple, Tomato, Mixed Fruit.

Appy 2. PepsiCo Ltd. Tropicana

Slice 3. Dabur Real

Mango, Litchi, Orange & Guava. Grape, Guava, Orange, Pineapple, Tomato, Mixed Fruit, Litchi, Mango. Orange, Apple Orange, Apple Orange, Apple Orange, Apple

Real Active 4, Godrej Foods Jumpin Re Xs

Imports:

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NITRO ENTERPRISES With a whole range of product lines opened up for imports over the past 14 months, these exporters have now full freedom to exploit the huge Indian market. The fruit juice market in India is not yet large enough to justify investing. Today the consumer has got a wide variety to choose from as many foreign food and personal products can come in unrestricted now. The Indian market place has seen a dramatic increase in the range and quality. There is expected to be some level of competition in these areas. Quality will have to improve and manufacturers will have to be more cost effective. Consumers belief in India products too is going up; earlier issues were of durability and poor shelf life. Now, Indian products have moved up to the next level. This could make it tough for imported products to make a dent in established categories, especially where there is a substantial price difference.

Problems with imports:

The imported products on offer in most stores stocking foreign foods reveal that they are close to their expiry dates. The other problem that retailers face is that since they are dealing with agents there is a problem of returns of products when they are past expiry dates. Its not an issue when a retailer is dealing with a company as there is a mechanism for accepting returns. At times companies are seen to import through their own channels and supply it to the retailers. India is a difficult market mainly because of delays at the docks, tariffs and duties on various products, bribery and corruption and the lack of a cold chain (for horticulture produce). Things when they arrive do not get straightway into cold storage i.e. the inadequate infrastructure to handle the distribution of fresh produce, which causes a rapid deterioration in the quality.

Main Competitors:

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NITRO ENTERPRISES A host of brands are jostling for thirst space. Not just colas but beverages and fruit juices of all hues are adorning shop shelves. From bottled iced-tea to branded chhaas, fruit-based drinks and flavoured milk, beverage makers have gone berserk with product innovation as new variants continue to flood the market. Fruit drinks are high on the swig list in summers as it is part of the health fad sweeping the nation. Health conscious consumers are increasingly giving aerated drinks the go by and making a beeline for fruit-based concoctions. Moreover, sporadic controversies about pesticideinfested cola drinks are said to be driving consumers towards fruit-based drinks as a safer alternative. That is why even existing players are going all out to pour out new flavours.

Dabur: Dabur Foods that was set up in 1997 has brands like Hommade, Lemoneez and Capsico in its basket. The Rs. 37 crore Dabur Foods ltd, a wholly owned subsidiary of Dabur India ltd ahs two brands of juice in the market, they are; Real Real Active

For its Real brand, Dabur is focusing on increasing in home consumption by targeting mothers and children. It is priced in the range of Rs. 60 to 65 [1 liter] and Rs 15 [200ml] except for Guava that is sold in the range to Rs 65 to 70 and Grape that is sold for Rs. 70 to 75. Its ingredients are water, fruit concentrate, sugar, citric acid and flavours of; Grape, Guava, Orange, Pineapple, tomato, Mixed Fruit, Litchi and Mango.

The Real Active brand is targeted towards fitness- crazy young consumers. The drink is positioned on the health plank. It was launched towards the end of 2002. At the same time, the company plans to position Real Active as its premium juice brand, while Real would be targeted at consumers belonging to socio economic categories B and C also. It contains only fruit concentrate and water. It is priced at Rs. 68 and 70. It is available in the Flavours of :- Apple and orange. PepsiCo: T.Y.B.COM.BANKING&INSU RANCE

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The Pepsi operations in India are now the part of the new Asian division of PepsiCo Beverages International formed by the merger of PepsiCola International, Tropicana and Gatorade, the sports beverage company acquired from Quaker Oates. Earlier, India was one of the eight business division of the beverage company that used to report to PepsiCo International in New York directly. Now it reports to PepsiCo Beverage International Asia in Hong Kong. PepsiCo Beverage International is a division of PepsiCo Inc. This move has been prompted by the need to give greater regional focus to new products like Tropicana and Gatorade so that they become a key element of the overall portfolio of the US beverage major. Tropicana: Tropicana entered the country in 1998. Tropicana is currently imported in a concentrated form, which is later reconstructed at a plant in Baramati, near Pune and vacuum packed into tetra packs after paying an import duty. It covers around 18 cities of India. The factor of its success is that it has a tightly controlled distribution system on top of an equally controlled production and this in turn helps it keep its taste constant and the company boasts of it too. Tropicana Beverage Co. recently announced the companys inclination towards bringing in an entire series of juices and other health drinks from its international portfolio into India in the coming years. The Tropicana brand, per se, has been positioned on the health platform. Pepsi also plans to give its juice brand which has seen many hurdles in the nascent and niche juice market a renewed thrust in the coming days. A price revision of the brands is also on the anvil. A present Tropicana has the following flavours: Orange, Nature Sweet, Apple, Grape, Pineapple, Mixed Fruit.

Parle Agro:

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NITRO ENTERPRISES Parle Agro Private Ltd is looking at product expansion in its various business segments to sustain growth in a sluggish market. In the fruit drink segment where Parle Agro has a hugely popular product Mango Frooti, it is planning to get into orange and pineapple under the same brand of Frooti. While orange pulp will be imported from Brazil, pineapple will be sourced from Thailand. At the same time, it has also embarked on stretching the franchise of its existing brandsFrooti, Appy and Bailley Mineral water. It knows the market and has sustained its brands in spite of the huge unorganized segment. Besides, the company will use its existing distribution network to get into the new categories. At the moment, its only advantage is its distribution strength.

PRODUCTS

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Mixed Fruit Juice

Mixed Fruit juice is made with best quality fruits to ensure consistency. Mixed fruit juice is a real palate pleaser as it is a mix of 9 fabulous fruits. The nine fruits whic make this mixed fruit juice are Apple, Orange, Guava, Pinaoole, Passion Fruit, Apricot,Mango,Banana,LimeJuice. Mixed Fruit Juice is usually taken as a refreshing drink as it has most of the vital vitamins such as Vitamins A, B1, B2, and minerals such as calcium, sodium and potassium Mixed Fruit Juice is an excellent natural source of Vitamin C to boost up your immuity levels. Mixed Fruit juice thus; keep you and your family flowing with energy for the entire day.

approximate values Energy Protein Fat Carbohydrates Natural Fruit Sugars Added Sugar Vitamin C Sodium Calcium Iron

56 Kcal 0.4 g Negligible 14 g 9.2 g 4.8 g 12.5 mg 6 mg 7 mg 0.25 mg

NO ADDED COLOUR, FLAVOUR OR PRESERVATIVE Proposed List of Ingredients Ingredients: Water, Mixed Fruit Concentrate, Pineapple Juice concentrate, Orange Juice concentrate, Mango puree concentrate, Banana puree, Apple juice concentrate, Guava puree concentrate, Passion Fruit, Apricot and Lime, Sugar, Apple juice concentrate, Citric Acid and Ascorbic Acid

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NITRO ENTERPRISES A Kiwi fruits are small oval fruits with a thin brown skin, soft green flesh and black seeds. They are rich in many Vitamins, flavonoids and minerals. In particular, they contain a high amount of Vitamin C (more than oranges), as much potassium as bananas and a good amount of beta-carotene. Anti Oxidant properties of Kiwi Fruit It is important to note that kiwi fruits contain a remarkable amount of Vitamin C, E and A. Vitamin C is a water-soluble antioxidant that has been proven to protect our body from free radicals, dramatically improving the health of individuals who consumed it regularly against all kinds of disease, from cardiovascular problems to cancer and obesity. Vitamin E has been proven to have similar effects, but is fat-soluble and thus is complimentary to Vitamin C in its functions Kiwi fruits have a high fiber content The high content in dietary fiber helps improving diseases such as diabetes, by controlling sugar levels, and cancer color, since fiber binds to toxic compounds in the colon and helps us expel them. Fiber has also been proven to reduce cholesterol levels, improving the conditions of patients with cardiovascular diseases and lowering the probability of heart attacks. Summary of Kiwifruit Health Benefits Eating kiwi fruit is clearly a healthy choice, particularly useful in these cases: Prevents Asthma Prevents wheezing and coughing, especially in children Protects our DNA from mutations Provides a healthy amount of antioxidants and vitamins T.Y.B.COM.BANKING&INSU RANCE

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NITRO ENTERPRISES Kiwi Fruit Nutrition Content Research Nutrient Content Gold Kiwifruit 181 ug/100g Flesh Green Kiwifruit 158 ug/100g Flesh Main Functions Stabilize VAInhibit Oxidation & Free Radicals Prevent TumorImprove FecunditySlow Aging Inhibit OxidationEnhance ImmunityParticipate In DNA SynthesisSlow Aging Inhibit Mutation Prevent Cancer Accelerate CollagenSynthesis Stop Bleeding Accelerate Amino Acid MetabolismInhibit OxidationActivate FolacinExpel Toxin Prevent Inflammation Inhibit CancerDetoxification Accelerate Wound Close AntiCholesterin Provide Baby Need Amino AcidAccelerate Immunocyte ActivityPromote Secretion of Growth Hormone Prolactin and Insulin Inhibit Oxidation Prevent CancerProtect DNA Inhibit MutationPrevent Cardiovascular DiseasesSlow Aging Inhibit OxidationPrevent CancerInhibit MutationRepair & Shield CellsLower Blood GlucoseImprove ImmunityAccelerate DNA SynthesisStrengthen Marrow Hematopoiesis

Vitamin E Bearing Phenols

3.025 mg/100g Seed

2.72m g/100g Seed

Vitamin C Anti-Scurvy Acid

135.96 mg/100g Flesh

154.95 mg/100g Flesh

Chlorophyl

481.50 ug/g Peel

222.51 ug/g Peel

Arginine

0.0953% Flesh

0.0463% Flesh

Se

3.17 ug/100g Seed

1.53 ug/100g Seed

Polysaccharide

4.56 g/100g Peel

3.44 g/100g Peel

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Polyphenol

4.56 g/100g Seed

8.47m g/100g Seed

Inhibit Oxidation ConvergenceStop bleedingAntisepticPrevent Cardiovascular Diseases Sedation Reduce Blood Pressure Improve Sex Function

Monkey Peach Alkali

0.82 % Seed

0.83 % Seed

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Orange
An orange is a type of citrus fruit which people often eat. Oranges are a very good source of vitamins, especially vitamin C.. Orange juice is an important part of many people's breakfast. The "sweet orange", which is the kind that are most often eaten today, grew first in Asia but now grows in many parts of the world. Oranges are round orange-coloured fruit that grow on a tree which can reach 10 metres high. Orange trees have dark green shiny leaves and small white flowers with five petals. The flowers smell very sweet which attracts many bees.

Health benefits of oranges

Nutrients in oranges are plentiful and diverse. The fruit is low in calories, contains no saturated fats or cholesterol, but is rich in dietary fiber, pectin, which is very effective in persons with excess body weight. Pectin, by its action as a bulk laxative, helps to protect the mucous membrane of the colon by decreasing its exposure time to toxic substances as well as by binding to cancer-causing chemicals in the colon. Pectin has also been shown to reduce blood cholesterol levels by decreasing its re-absorption in the colon by binding to bile acids in the colon. Oranges, like other citrus fruits, is an excellent source of vitamin C (provides 53.2 mg per 100 g, about 90% of DRI); Vitamin C is a powerful natural antioxidant. Consumption of foods rich in vitamin C helps the body develop resistance against infectious agents and scavenge harmful, pro-inflammatory free radicals from the blood. Orange fruit contains a variety of phytochemicals. Hesperetin and Narigenin are flavonoids found in citrus fruits. Naringenin is found to have a bio-active effect on human health as antioxidant, free radical scavenger, anti-inflammatory, and immune system modulator. This substance has also been shown to reduce oxidant injury to DNA in vitro studies. Total antioxidant strength (ORAC) of oranges (navel variety) is 1819 mol TE/100 g.

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approximate values Energy Proteins Fats Carbohydrates Natural Fruit Sugars Added Sugar Vitamin C Sodium Potassium Calcium Iron

54 Kcal 0.5 g 0g 13 g 8.2 g 4.8 g 12.5 mg 40 mg 70 mg 5 mg 0.5 mg

Proposed List of Ingredients Water, Orange Juice Concentrate, Sugar, Citric Acid, Salt and Ascorbic Acid

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Product Description:
This product is actually a mix of 20 percent pure kiwi juice, water, and cane sugar. With a strong, accurate kiwi flavor, this could actually turn out to be a pretty tasty orange juice substitute a possible motivation for placing a high-visibility Vitamin C label across the front of the package. 1) fruit Juice in 250ml PET Bottle Gross Weight: 12.5kg Product code: KS250ML Description: Kiwifruit Juice Packing: 24 X 250ml This Ready-To-Drink variant offers an option to retail operations catering to customers looking for healthy, thirst quenching single serve options. The well-designed packaging ensures that it stands out whether it be displayed in normal shelves or walk-in chillers. It is also ideal for foodservice operators looking to offer single serve items on the beverage menu. Inventory control becomes less complicated and KiwiJoos are definitely a refreshing addition to any beverage menu. Stored at an ambient temperature away from direct sunlight or heat, the product has a shelf life of one (1) year from date of production. It should be consumed immediately upon opening and KiwiJoos are best served chilled. MRP of this 250 ml bottled drink will be Rs. 30. Approx. Qty per 20ft FCL: 1400 Cartons

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2) fruit Juice 1.2 liter Concentrate

Packing: 12 x 1.2lt Product code: KC25FFM Description: Kiwifruit Concentrate Gross Weight: 16.5kg Approx. Qty per 20ft FCL: 1008 Cartons

This product comes attractively packaged in a 1.2 Litre PET Bottle with a recommended dilution rate of One (1) part concentrate to Seven (7) parts water. This variant offers value for money and convenience for those with large families or entertains frequently. It is also ideal for the foodservice establishments as it requires minimal storage space and no refrigeration is required, allowing them to cater for large functions. Stored at an ambient temperature away from direct sunlight or heat, the Concentrate has a shelf life of one (1) year from date of production. Upon opening, the product should be kept refrigerated. KiwiJoos are best served chilled. MRP of this 1.2 Lt bottled drink will be Rs. 130.

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3) fruit Juice Drink in Tetra Brik Aseptic 1litre and 2 litre Slim line Re Cap Packing: 12 X 1lt, 12 X 2lt Gross Weight: 13kg Approx. Qty per 20ft FCL: 1350 Cartons Product code: KS01TPSL Description: Kiwifruit Juice Drink

This Tetra Brik variant is UHT processed, contains no preservatives and comes with a convenient re-sealable non-drip spout. It is an ideal choice for active families or individuals who want a convenient yet nutritious thirst quencher. With this addition, KiwiJoos has now a wide range of packaging choices to suit both consumers and retailers. Foodservice operators looking for a shelf safe; space saving re-sealable packaging can now opt for this variant. The Tetra Brik variant has a shelf life of one (1) year from date of production when stored at ambient temperature. Keep away from direct sunlight and heat. Keep refrigerated upon opening. KiwiJoos taste best when served chilled. MRP of this 1 lt Tetra pack will be Rs. 90 and MRP of 2 lt Tetra pack will be Rs. 180. .

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Packaging:
Juices can be found in every type of packaging. In early days, cans and glass bottles were the only available types of packaging. Today, the assortment includes PET bottles, sports bottles and brick packs. Introduced to reduce shipping weight or to allow small children to pour their own juice, PET bottles provide another benefit: shatter- resistant properties. Juices found in refrigerator case typically come packed in gable-top cartons. The newest innovation in cartons is the reclosable plastic cap. Some single- serving juice drinks come in sports-top PET bottles. Some companies concentrate on proprietary packaging, with easy grips or unusual eye-catching shapes. Packaging is an important part of promotion today hence the company has decided that KiwiJoos will be served in transparent PET bottles for all the quantities and will carry the company Logo/ Symbol, nutrient value of the juice and the statutory requirements like the ingredients etc. Key Success Factors: Processing and Packaging technologies used:

State of the art production and packaging technology is a must in this industry. This gives an edge in packaging and ensuring freshness of product besides enhancing the image. Distribution Strategies, Logistics and reach in the market:

A strong distribution network is essential for ensuring availability to fight competition from the other players and also the substitute that have a strong distribution reach. Regional taste preferences:

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NITRO ENTERPRISES Companies should take into account the regional taste preferences and build products to serve the same. Various concoctions and formulations in the US and other foreign markets suggest that such strategy is necessary to live the image of the company and remain in the forefront.

SWOT Analysis:

Strengths: Innovative flavour hence we are bound to get the attention with proper communication. Committed, capable and ambitious management. We can gain incentives as we will be a SSI and so we can pass these to capture more market. Flexibility in our operations as initially we will be confined to few cities so can focus our efforts on the tasks.

Weakness: Our distribution set up initially will be weak when compared to the others in the market. Kiwi as a fruit is new in the market and not all people take the risk of experimenting with taste. We are entering the market with only one flavour and our next flavour will be out only after six months of the first launch. Our financial constraints with respect to our competitors demand that our resources are used optimally. Threat: Our competitors are deep pocketed and they could harm us by getting aggressive in their promotional activities.

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NITRO ENTERPRISES The competitors have strong brand images in the market because of their other businesses and their presence in the market from an early stage. Indian market has characteristic of serving a wide variety people which is a challenge for all the marketers.

Marketing Strategy:
Marketing Summary: Pursuant to our company policy stating "Quality First, Credit Prominent", we process our KiwiJoos with strict production standard, quality control and sophisticated processing technology, we at all time provide our consumers the natural and healthy Kiwifruit juice. In addition to the advertisements which will be used to drive consumer sales, KiwiJoos will leverage a networking campaign with respect to the distributors and sale promotion at the points of purchase i.e. local restaurants, gyms etc. to drive commercial sales. KiwiJoos will be on the shelf in all markets by 14th jan, the company will start supplying its stock by 4th jan. The promotional activities will start from 12th jan. Mission: KiwiJoos mission is to provide the highest quality of fruit juices. We exist to attract and maintain customers. When we adhere to this maxim, everything else will fall into place. We will ensure that our products will exceed the expectations of our customers i.e. we develop a competitively superior value proposition and value- delivery system. Marketing Objective: Maintain positive and steady growth each month.

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NITRO ENTERPRISES Experience an increase in new customers i.e. we have to ensure that our products have a high trial rate which will help us to turn these new customers into long term customers. Financial Objectives: Realize a 3% increase in the gross profit margins through efficiency gains every year. Reduce the logistic cost associated with product delivery by 10% by the end of the first five year of operation. Target Markets: The women of the house The women of the house and children are an important influencing factor in todays scenario. As the KiwiJoos contains lots of health benefits, the women who care for her family wants her family to be healthy and so are they are targeted. Children &The teenagers The children are attracted to the beautiful ads and demand for the products as they want to experiment things just for the sake of it or for their self satisfaction. The teens are the most who like to try out new and different products. Todays teens are the most health conscious and put in lots of efforts to be healthy. So even they are an important target audience. In- home consumption: This group of people buys fruit juices for home consumption and in many case treated as grocery item and is on the shopping list and forms an important part of their diet. For an average Indian population juice consumption is seen as a luxury and is a very urban phenomena as people in the urban are getting more and more health conscious and relating and accepting juices as a healthy social drink. These people are typically sophisticated and are exposed to the idea of healthy living and are concerned of the well being of their families. Positioning:

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KiwiJoos will position itself as a no compromise drink where a person does not have to make any compromise with the fun element of having the refresher and the health element and that it is also socially appreciated/ accepted. It will be communicated to the customers that nor do they have to make any compromises and that nor do the producers make any compromise in bringing them KiwiJoos which is made from fresh kiwi fruit and is produced under a well controlled and a healthy environment. Brand Logo:

Brand Ambisidor:

Spider Man Strategies:

Sachin Tendulkar

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The single objective is to position KiwiJoos as the natural and healthy Kiwifruit juice in the cities it is served, commanding a 30% market share within 5 years. The marketing strategy will seek to first create customer awareness regarding product, develop the customer base and work towards building customer loyalty. KiwiJoos seeks to communicate the message that it is the natural and healthy Kiwifruit juice in the market and will help them in not compromising on fun and health and that a customer can have both.

Marketing Mix:
Marketing mix comprises of approaches to price, distribution, advertising and promotion. Pricing: Price is the marketing mix element that produces revenues, the others produce costs and it is also one of the most flexible elements as it can be changed quickly, unlike product features and channel commitments. India is known as a price sensitive market i.e. an Indian customer wants more value at low price. KiwiJoos will be priced as follows: 250 ml Rs.30 01 liter Rs. 90 1.2 liter Rs. 130 02 liter Rs. 180 05 liter - Rs.400 Distribution: The distribution or reach factor is a marketing mix element that needs to be monitored over a period of time. Unlike product improvement or positioning strategies that are extremely sensitive to consumer preferences and changes, distribution inertia could dawn on the T.Y.B.COM.BANKING&INSU RANCE

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NITRO ENTERPRISES company over a period of time. An attempt to link distribution with the changing environment will ensure that a great deal of slow damage is averted. As consumer behaviour changes, competition picks up and the product moves through its life cycle, new channels may have to be considered, evaluated and chosen. The company Shreeji Enterprises Pvt. Ltd has its KiwiJoos manufacturing and packaging plant in Nasik. The Kiwi fruits will be imported from New Zealand based company Zespri International Limited. The company will be moving in the first phases i.e. the first year we will have an aim of entering only few major cities of India and establishing our brand with Kiwi flavour which will be seen as a launch-pad for our other offerings i.e. flavours. The initial launch will be in the following cities: Chennai Bangalore Delhi Mumbai, Pune and Nasik Kolkata

KiwiJoos will be marketed through different channels. All different sizes will be available at places where buyer buys products in greater volume; Supermarkets Discount stores like Big Bazaar, Apna bazaar, etc. Hyper Mall Chemists, General and Convenience stores Health clubs, Gym, Gymkhanas etc. Entertainment zone: Theaters, Cinemas, Parks, Amusement parks, Game Parlours etc. T.Y.B.COM.BANKING&INSU RANCE

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Future thought on distribution: In our category if we are to become a national brand we will have to have a number of manufacturing plants close to markets to ensure savings on distribution costs which in turn could our brand a competitive edge with regard to the pull at the retailer level through good margins to the retailers. In the plan to go international our KiwiJoos will be available in Japan, France, Greece, Hong Kong, Macao and China mainland in the future.

Promotional Strategy:
The promotional efforts will be on two fronts i.e. on our direct customers and the end consumers. This should ensure KiwiJoos a push from the distribution and a pull from the customers. All our promotional efforts should serve some basic criteria like the activities should carry a feel good appeal and should enhance emotional attachment of the target with KiwiJoos. KiwiJoos will be advertised in cost effective media like newspapers, radios, hoardings, at bus stands, and the most important and effective will be through TV advertisements. There will be some cosmetic variations of these advertisements when they are launched across the country. Regional celebrities who appeal to consumers may also be used in advertisements intended for various regions these celebrities will represent our positioning.

Advertising: Advertising will be exercised with a media mix, which will consist of: Print Media:

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NITRO ENTERPRISES Print Media will be used in the form of news papers of various languages. Print media will be mainly used with a purpose of communicating and complimenting our sales promotion schemes to pursue and gives us visibility. Audiovisuals:

Television as a media will be used to inform the qualities and benefits of KiwiJoos and give us visibility and build the brand image with the customers. The combinations of TV channels will be used at different intervals. The channels will be selected keeping in mind our target i.e. the lady of the house channels showing good TRP ratings for their soaps; the influencers i.e. her offspring music, movie channels, cartoons, etc. Posters: Posters will be created by the company during the events and will be carrying the company logo, brand name and the picture and the tag line. World Wide Web:

We will make our presence felt on the internet by hosting a website for the brand KiwiJoos which will be named www.kiwijoos.com which will; The website will be imparting the information about our products, quality and values i.e. history of kiwi, its cultivation, its benefits etc. Run online contests Give health tips

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NITRO ENTERPRISES

WHY TO GO INTERNATIONAL
Companies go international for a variety of reasons, but the goal is typically company growth or expansion. Whether a company hires international employees or searches for new markets abroad, an international strategy can help diversify and expand a business. Growth To international markets for growth. Introducing new products internationally can expand a company's customer base, sales and revenue. Employees Go international to find alternative sources of labor. Look to international countries for lower-cost manufacturing, technology assistance and other services in order to maintain a competitive advantage. Resources Go international to locate resources that are difficult to obtain in their home markets, or that can be obtained at a better price internationally.

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NITRO ENTERPRISES Ideas Go international to broaden their work force and obtain new ideas. A work force comprised of different backgrounds and cultural differences can bring fresh ideas and concepts to help a company grow. Diversification Go international to diversify. Selling products and services in multiple countries reduces the company's exposure to possible economic and political instability in a single country.

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MODE OF ENRTY INTO INTERNATIONAL BUSINESS

There are some basic decisions that the firm must take before foreign expansion like: which markets to enter, when to enter those markets, and on what scale. Modes of entry:-1. Exporting It means the sale abroad of an item produced, stored or processed in the supplying firms home country. It is a convenient method to increase the sales. Passive exporting occurs when a firm receives canvassed them. Active exporting conversely results from a strategic decision to establish proper systems for organizing the export functions and for procuring foreign sales. 2.Licensing: In this mode of entry, the domestic manufacturer leases the right to use its intellectual property technology, copy rights, brand name etc to a manufacturer in a foreign country for a fee. Here the manufacturer in the domestic country is called licensor and the manufacturer in the foreign is called licensee. The cost of entering market through this mode is less costly. The domestic company can choose any international location and enjoy the advantages without incurring any obligations and responsibilities of ownership, managerial, investment etc. 3. Franchising Under franchising an independent organization called the franchisee operates the business under the name of another company called the franchisor under this agreement the franchisee pays a fee to the franchisor. The franchisor provides the following services to the franchisee. 1. Trade marks 2. Operating System 3. Product reputation 4. Continuous support system like advertising, employee training, and reservation services quality assurances program etc.

4. Turnkey Project: A turnkey project is a contract under which a firm agrees to fully design, construct and equip a manufacturing/ business/services facility and turn the project over to the purchase when it is ready for operation for a remuneration like a fixed price , payment on cost plus basis. This form of pricing allows the company to shift the risk of inflation enhanced costs to the purchaser.

5. Wholly Owned Subsidiary: Subsidiary means individual body under parent body. This Subsidiary or individual body as per their own generates revenue. They give their own rent, salary to employees, etc. But policies and trademark will be implemented from the Parent body. There are no branches here. Only the certain percentage of the profit will be given to the parent body. A subsidiary, in business matters, is an entity that is controlled by a bigger and more powerful entity. The controlled entity is called a company, corporation, or limited liability company, and the controlling entity is called its parent (or the parent company).The most common way that control of a subsidiary is achieved is through the ownership of shares in the subsidiary by the parent. These shares give the parent the necessary votes to determine the composition of the board of the subsidiary and so exercise control.

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