Return to Previous Page

Arogya Juice Products’ Expansion: Examining Consumers’ Preferences of Products

CASELET, BUSINESS ANALYTICS
ET Cases, 6 Pages
AUTHOR(S) : R. Muthukumar and Dr. Nagendra V. Chowdary

Case Preview

Arogya Juice Products’ Expansion: Examining Consumers’ Preferences of Products

 

On December 23rd 2016, Shalini Arora (Shalini), Co-founder and Marketing Manager at Arogya Juice Products Pvt. Ltd. (Arogya) was pondering on Arogya’s geographical expansion and launch of products in Mumbai. Arogya, a small-scale Fruit Juice products manufacturer in Nashik, Maharashtra, witnessed a quick growth in a span of two years since its inception in February 2015. Shalini believed that quality products with reasonable price and appropriate marketing efforts resulted in such quick growth. In order to maintain this growth momentum, Arogya planned to expand – launch its products in Mumbai and across the state of Maharashtra.............

About Arogya Juice Products

Arogya was a partnership firm, mainly born out of the entrepreneurial interest of Shalini Arora. After completing her graduation in Business Management, she started her career in PepsiCo, the 2nd largest food and beverage company in India. After gaining knowledge in the marketing domain, she wanted to start her own business. However, as per her family’s suggestion, after completing her MBA from a reputed B-school in India............

Industry Snapshot: The Indian Fruit Juice Market

The Indian juice market, which was valued at $3.5 billion in 2012, was projected to grow to $21.14 billion by 2018.2 There are three sub-categories of the packaged fruit juices market – fruit drinks, fruit juices and nectar drinks (Exhibit I)..........

Expansion Dilemma

Shalini wanted to make use of this growing demand for juice products in India and decided to go for expansion. During the early 2017, Arogya was planning to explore the possibility of launching its products in Mumbai and entire Maharashtra. Though Arogya’s products were launched after market research, due to budget constraints, Shalini and her team relied on informal dipstick studies, which they themselves carried out from time-to-time..........

Research Design

Shalini had to decide if Arogya should expand across entire Maharastra. However, this decision would depend on consumers’ preference, demand or likeability in the market for its juice products. She believed that understanding current perceptions, beliefs and attitudes of consumers could be critical to decide how to market its products while expanding..............

Assignment Questions

I. Examine whether the consumer preference ratings for Arogya’s four juice products are same or different. Which was the most preferred flavor amongst the four juice products?
II. Examine the impact of variables such as location, price, age and income on the consumer preferences for Aarogya’s juice products.
III. ..................

Exhibits

Exhibit I: Categories in Packaged Juice Makers

Exhibit II: Growth of Juice Products (y-o-y growth in %)

Teaching Note Preview

Arogya Juice Products’ Expansion: Examining Consumers’ Preferences of Products

 

Synopsis

Shalini Arora (Shalini), Co-founder and Marketing Manager at Arogya Juice Products (Arogya), a small-scale juice manufacturer, was pondering on Arogya’s expansion and launch of its products in Mumbai. Though Shalini decided to launch the products, she decided to conduct a market research to identify the consumer preferences. Based on which Shalini wanted to decide the product(s) to be launched.

Case Positioning and Setting

This caselet can be used in MBA Program/MDPs/EDPs in Advanced statistics, Analytics and Marketing Research Courses to teach ANOVA

Prerequisite Conceptual Understanding

The students/participants should be encouraged to read the following as it would provide appropriate perspectives on Analysis of Variance (ANOVA) and help gain insights:

• Naresh K. Malhotra and Satyabhushan Dash, “Analysis of Variance and Covariance”, Marketing Research an Applied Orientation, 6th Edition, Pearson Education, 2010 – To understand the basics of Analysis of variance

Assignment Questions

I. Examine whether the consumer preference ratings for Arogya’s four juice products are same or different. Which was the most preferred flavor amongst the four juice products?
II.............

Preamble to this Caselet Analysis

This caselet was used to introduce the participants/students to the idea of Analysis of Variance (ANOVA). This concept/technique was discussed and analyzed in the light of Arogya’s proposed launch of its juice products. Accordingly, this caselet was orchestrated in the following way.........

$3.66
Rs 0
Product code: BA-2-0006, BA-2-0006A

Abstract

This caselet can be used in advanced statistics and analytics courses. It enables to discuss Analysis of Variance (ANOVA) concept and provides a scope to get insights on the analysis results. Shalini Arora (Shalini), Co-founder and Marketing Manager at Arogya Juice Products Pvt. Ltd. (Arogya), a small-scale juice manufacturer, was pondering on Arogya’s expansion and launch of products in Mumbai and across the state of Maharashtra. However, Shalini wanted to know the preferences of customers and decided to go for marketing research. Shalini wanted to examine – For the four products produced by Arogya, would there be any differences in preference and which one would they prefer more?



Pedagogical Objectives

  • To understand Indian fruit juice market
  • To discuss about Arogya’s expansion plan
  • To determine whether there are any differences in preference of juice products of Arogya
  • To discuss and identify whether there is impact of any other relevant variable on the consumer preferences of juice products

Case Positioning and Setting

This caselet can be used in MBA Program/MDPs/EDPs in Advanced statistics, Analytics and Marketing Research Courses for teaching ANOVA



This Case Pack Includes:
- Abstract
- Caselet
- Supplement
- Teaching Note (**ONLY for Academicians)
$3.66
Rs 0

Related products




Request for an Inspection Copy

(Strictly for Review Purpose, Not to be Used for Classroom Discussion/Trainings)