Case
Teaching Notes
Supplementary Resources
Abstract
It was the first week of April 2015 and the summers had practically begun. Hemant, the MD of Fruitzone India Limited, had reached office early. He wanted to have an early meeting with Preeti, the marketing manager for the snacks division. He had always felt that there was an opportunity in the fruit juice market and he wanted to discuss this with Preeti. As soon as he reached office, he immediately went into the meeting hall where Preeti was already present. During the discussion, Hemant suggested that they should consider launching new fruit juice flavours and sugarcane might be a good option to consider. He asked her to conduct a detailed study to examine different issues related to the launch of sugarcane juice and they would then plan to conduct detailed market research.
This case was prepared for inclusion in SAGE Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.
2023 Sage Publications, Inc. All Rights Reserved
Resources
Exhibit 1: Focus Group Lead Questions
The discussion can start with the broader topic of fruit juices, such as, where and what fruit juices the group members prefer to drink.
- How do their preferences differ—on the basis of taste, health benefits, price, cooling effect etc.?
- What type of fruit juice – fresh ones or packaged juices? Why? If yes, why did they do so? Due to hygiene reasons or due to unavailability in that particular season? Or due to the fact that street vendors normally mix ice and degrade the benefits of fruit juice.
- If they have not consumed fruit juices in packed form, then why not? Do they think that packed juice lacks freshness, or do they think that packed juice has added flavours and other contents, or is it due to the higher price?
- What size of the packaged fruit juice do you buy generally?
- Are you satisfied with the current number of varieties of juices available? Do you really feel that more varieties should be added? If yes, which fruit would you want to be added to the current juices category?
- Is sugarcane one of the suggestions? If no, then do they get excited when they are told that sugarcane is one of the juices that is not available in packed form?
- During the sugarcane season, do they prefer to drink sugarcane juice over their preferred juice like orange, apple etc.?
- What kind of benefits do you think packaged sugarcane juice will give you? Which is the most important one for you?
- Would you prefer flavoured sugarcane juice? For example, with masala, lime juice, etc.?
- Among packaged juices, which are your favourite ones, and would you prefer sugarcane juice over other fruit juices?
- Do you think it can be sold throughout the year? In winter too? Do you think it can be sold as a home drink which you can offer to guests?
- Which form will be most desirable to you: sugarcane juice in cans, tetra packs or bottles? Why?
- Do you think it is good for health (linked to diabetes)?
- Finally, if sugarcane juice is made available with a leading brand name like Tropiviva, Real, or Minute Maid, will they buy it along with other fruit juices or over other fruit juices on the basis of its taste or health benefits or any other reason?
This case was prepared for inclusion in SAGE Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.
2023 Sage Publications, Inc. All Rights Reserved
