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 %)
