Question

Funplatform a step in the
CASE STUDY 12 : PACKAGED FRUIT JUICE INDUSTRY
Packaged fruit juices are estimated to be around 200 crores by 2005 in terms of value. In 1997,
Enkay Texofood launched its brand 'Onjus', a 250 ml fresh orange juice in tetrapacks. The size of the
market for fruit based drink which includes squashes, syrups, juices and drinks is found 880 crores.
Onjus' had a sale around 30 crores in 1997-98: 'Onjus' (250 ml) is priced at 3 15 'Real' another juice
rand priced at * 42 for one litre. 'Onjus' one liter pack 3 44. 'Onjus' is distributed at around retail
utlets in around 310 towns. Dabur's 'Real' distributed in around 85,000 outlets in around 250 towns.
Onjus' introduced 250 ml pack at 9 and it helped to generate trials among consumers.
You are required to answer
Should 'Onjus' consider only 'Real' as the competitor ? How should 'Onjus' manage orange
inks like Godrej's Jumpin' ? Are there other segments which may be of interest to 'Onjus' ? What
uds of marketing strategies are relevant to 'Onjus' if the objective of he brand is to develop the
rket for the brand ?​

Answer 1

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