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1. Parle Agro Smoodh Fruit Lassi

2. Group – 1 JN24PG131- Akanksha Soni JN24PG150- Himanshu Matoliya JN24PG158- Keshav Balduva JN24PG171- Rohit Singh Gurjar JN24PG187- Varsha Rai

3. Retailers and Customers Interaction

4. SWOT Analysis   Strengths: - Established brand credibility in FMCG (₹8,000 crore company). - Distribution network reaching over 1.5 million outlets in India.   Weaknesses: - Limited expertise in dairy vs. Amul (₹61,000 crore revenue). - Consumer skepticism toward new entrants in traditional lassi market.   Opportunities: - Dairy beverage market growing at 12% CAGR (2023-2027). - Increasing demand for healthy, on-the-go beverages (market to reach ₹25,000 crore by 2025).   Threats: - Strong competition from Amul, Mother Dairy, and Epigamia. - Unstable raw material prices (milk and fruit = 60% of production costs).   Environmental Analysis: Economic : Rising disposable incomes (₹1.97 lakh per capita in 2023). Social : 67% of urban consumers prioritize natural ingredients. Technologica l: Cold chain logistics and packaging innovations. Legal: Compliance with FSSAI regulations; no preservatives align with standards.

5. Comprehensive Review of Current Marketing Situation Marketing Description: Parle Agro holds 15% share in the Indian beverage industry. The Indian dairy beverage segment is valued at ₹15,000 crore and growing at a 12% CAGR. Parle Agro aims to leverage its 1.5 million retail outlets to penetrate this market. Expanding into dairy beverages, leveraging strong distribution and branding . Product Review: Smoodh Fruit Lassi: Packaged dairy beverage with real fruit pulp. Key Features: No preservatives, real fruit (mango, strawberry), ₹20 for 200 ml. Competition Re view: Major Competitors - Amul Lassi: ₹25 for 200 ml, 40% market share , strong brand and wide distribution. - Mother Dairy Lassi: ₹22 for 200 ml, focuses on freshness and metro city presence. Local Brands: Cheaper and lack consistent quality and broad availability. USP: Smoodh Lassi offers 100% real fruit pulp and no preservatives , differentiating from competitors. Market Share Target: Parle Agro aims for 5-7% of the ₹12,000 crore dairy market in Year 1. Competitive Edge: Lower price, strong distribution, and marketing backed by existing brand presence (e.g., Frooti).  

6. Key Consumer Characteristics Types of consumers – Health-conscious Consumers (70% prefer natural flavours), On-the-Go consumers (35% urban dwellers tend to seek Ready-to-drink beverages, Preference trend (majority consumers prefer “no preservatives” label). Consumption pattern – Seasonal impact is significant (summer months a/c for 50-60% of annual sales, festivals and events also promote sales in regions with dairy use during traditional celebrations. Behavioural Insights – 80% of consumers were willing to try new flavours, tendency to consume few times a week (high demand during working hrs). Target audience – Young health focused urban consumers who prefer on-the-go products. Working professionals (during break) Market Demand - High interest in Ready to consume products, preservative free. Sales seasonality – Significant sales boost during summer.  

7. STP Analysis   Segmentation: Demographic - Age: 15-40 years - Income: Middle-class, Upper middle-class Geographic : - Primarily Tier 1 & Tier 2 cities, Urban & semi-urban regions. Behavioural - Preference for traditional drinks, frequent buyers of ready-to-drink beverages - On-the-go consumers seeking refreshing, nutritious beverages   Targeting: Primary Target : Young professionals, students, and families in urban areas Secondary Target: Health-conscious individuals looking for a tasty yet healthy alternative to aerated drinks  Positioning: - Smoodh Fruit Lassi as a healthy and tasty traditional drink with real fruit, catering to modern, busy lifestyles. - Emphasis on nutritional benefits and refreshing taste over local and well-established competitors (Amul, Mother Dairy). - Promoted as an affordable, convenient, and wholesome drink for both home and on-the-go consumption.  

8. Potential Market Size and Sales Forecast for the first year Potential Market Size: Indian dairy beverage market projected at ₹25,000 crore by 2025 . Fruit lassi expected to hold a 10% share (~₹2,500 crore). Parle Agro aims for a 5-7% market share in Year 1. Sales Forecast (Year 1): Revenue Target: ₹70-85 crore. Volume Target: 15 million units sold. Key Cities: Delhi, Mumbai, Bangalore (50% of initial sales). Seasonality Impact: Peak Season: Summer sales (April-June) to account for 50-60% of annual sales. Aligned promotional campaigns for festivals and high-traffic events.  

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