Saint - Product Marketing And Communication Strategy

Product Marketing and Communication Strategy

[SAINT JUICES BY PARLE AGRO]

BY: Vani Vyas Manish Gupta Parul Pratap Rai Santosh Prasad Gaurav Kumar Priyanshu Mishra

New product launch:

Saint Juice by PARLE AGRO

Product Market Strategy: Parle Agro has entered the 100-per cent pure juice category with Saint Juice. The new brand was unveiled by Nadia Chauhan, director, Parle Agro, in Mumbai. Targeted at the fast growing segment of consumers who are moving towards 100 percent juice, Saint Juice is available in three variants - orange, mixed fruit and grape.Creativeland Asia has designed the design and packaging of the juice brand. Saint's has deliberately kept the packaging white, with a view towards standing out on retail shelves. The launch campaign of the product will involve print advertising, point of purchase promotions and internet. ''Most juice brands do not communicate clearly whether they are nectar, 85-per cent juice or 100-per cent pure juice," said Chauhan, who oversees sales, marketing and product development at Parle Agro. "Consumers are confused with what they are buying. Only 100 per cent juice is pure juice and has no added sugar, colour or preservatives. Saint Juice is 100 per cent juice." With brands like Frooti and Appy Classic that have established themselves as market leaders in their respective categories, Parle Agro's decision to enter the 100-per cent juice category is in line with the its strategy to have presence across all beverage categories. ''Currently there are very few brands focusing on the 100 per cent juice segment, " she said. "The concentrate for Saint Juice is made from carefully chosen fruits from the finest orchards in the world which is then imported to India. Saint mixed fruit juice has a range of exotic fruits, some of which are not readily available in India'' said Chauhan. Parle Agro's R&D lab in Mumbai developed the product including blending. ''The entire process took us 2-3 years because we wanted to ensure consistent taste and the best quality," says Chauhan and explains, "Juices of certain fruits like orange have a tendency of getting bitter. Saint Juice which will have a shelf life of six months will taste as good on the last day of its shelf life as on the first day.''

Product Communication Strategy: The branding With a brand name, 'Saint', designed to set it apart from the others, it also defines the brand's communication, aimed at initiating consumers towards the concept of a pure juice. Just like the juice, Saint's packaging and communication strategy echo the brand promise of honesty and purity. Saint Juice packs are pristine white and uncluttered, featuring stunning shots of real fruits stacked unconventionally on top of each other. The unique and distinct packaging lends an international feel to the product. Available in 1 litre and 200 ml SKU's, Saint Juice 1 litre pack is priced at Rs 95 for the Grape and Orange variants and at Rs100 for the mixed fruit variant. The 200ml pack is available for Rs20 for the grape, orange and mixed fruit variants. Saint Juice will be rolled out all across India with a special focus on metros, mini-metros and the top three cities of every state. The distribution strategy for Saint Juice will also involve institutional sales which include hotels, restaurants, canteens, colleges, hospitals, multiplexes, etc, and modern trade formats such as super markets, hypermarkets, self-service stores etc. With institutional sales growing by 33 per cent for FMCG players in the industry, this will be a very important market for Saint Juice. Consumers can buy Saint Juice at organised retail stores, supermarkets, high-end hotels and restaurants, etc. In the Rs7,000-crore beverages industry in India, the non-carbonated beverage segment is growing at almost double the rate of the carbonated segment. The top-end branded 100-per cent juice market is growing at around 15-20 per cent annually with 80 million cases sold per year. The Indian branded fruit juice market is worth around Rs150 crore.