Prepared By -Ankit Rai B1Parnika Gopal B4Anurag Upadhyay B19Anisha Bisht B-61Pradeep Yadav B- 63Sidharth Singh B-67

HISTORY/TIMELINE

• 1959 – Ops started as Baroda Bottling Co. for carbonated beverages• 1985 – Launched India’s first fruit based drink- Frooti in a unique Tetra-Pak

format• 1986 – Launched India’s first Apple Nectar- Appy• 1993 – Sold rights to carbonated beverages to Coca-Cola and entered the

Packaged Drinking Water market with the launch of Bailey • 1996 – Started preform (PET) division for ‘backward integration’

HISTORY/TIMELINE

• 2005 – Launched India’s first sparkling Apple drink- Appy Fizz available in a champagne shaped PET bottle• 2009 – ‘Diversified’ into the snack food category with the

launch of Hippo• 2012 – Launched India’s first spice based soda• 2013 – Launched Café Cuba, a carbonated coffee flavoured soft drink

& Frio, a range of deliciously flavoured aerated drinks• 2015 – Relaunched a completely new visual identity with a bold

packaging design ,and a new formulation for Frooti

• Frooti• Launched in 1985• India’s only beverage sold in a Tetra Pack at the time• Largest selling mango drink

• Appy & Appy Fizz• Appy Classic was launched in 1986• First apple nectar to be launched in India• Appy Fizz launched in 2005• India’s first sparkling apple drink available in a

champagne shaped PET bottle

• Café Cuba• Launched on 19 May 2013• Is a carbonated Cuban coffee. • First of its kind product, a bottled espresso

• Other Products• Bailley packaged drinking water and soda• Hippo (2008), baked snack in 6 flavours• Mintrox Mints hard mint candy in 2 flavours• Buttercup Candies (2008), hard boiled candy• Buttercup Softease, a toffee in 4 flavours• Softease Mithai, a toffee in 3 flavours

• Grappo Fizz• Launched in 2008• Sparkling grape juice drink• Credited with creating the sparkling fruit drinks

category in India

• Saint Juice & LMN• Saint Juice launched in 2008• 3 Variants – Orange; Mixed Fruit; Grape & Apple• LMN launched in Mar 2009• Is a non-carbonated lemon drink

MARKET SHARE

Leadership Style : Autocratic

Frooti Bailey

Buttercup

Café Cuba

Saint Juice

Appy FizzHippo

Grappo Fizz LMN

3 MAJOR GROWTH STRATEGIES• Focussing on their core business of Nectar and Juice• Changed the logo and design of Frooti for the first

time in 30 years!• Made it more appealing to the adults as well

Concentration

• Backward Integration by manufacturing PET bottles• Increase its returnable glass bottles (RGB) network• Plan to expand its network to over 40 plants within

the next 2 years

Integration

Diversification• Related diversification into Food business from their core business•Introduced snacks and toffees

3 MAJOR CHALLENGES/RISKS

• Wholly family-owned and run by Chauhan FamilyLacks Professional Expertise

• Faces tremendous pressure on market share from rival brands in the food industry in terms of taste and packaging

Continuous Critical Competition

Follows Organic Growth Strategy

• No mergers and acquisitions• No plan of becoming a public company

RECOMMENDATIONS• Build a distinctive leadership in Lemon Nectar sector like Apple and Mango : Launch a

lemon drink with a name different than LMN and focus on its pre-launch marketing campaign • Keep bottlers and distributers happy with attractive margin in order to avoid fiasco like

Thumps Up : Bottlers and Distributors were drastically poached by Coca Cola due to enticing margins

• Keep adding a peculiar and innovative range of products to gain first mover advantage like Hippo and Saint Juice : Creating a new segment of products to tackle competition and attract a niche market.

THANKYOU!