Analysis of Indian Powdered Concentrates Market for Entry of Tropicana

Abstract

PepsiCo is set to roll out flagship juice brand Tropicana in a powder format, pitching it directly against global rival Cadbury-Kraft, which sells Tang, as well as home-grown firm Rasna.
The paper provides an analysis of the powdered concentrates market with respect to Indian powdered concentrates industry. Its main purpose is to determine the attractiveness and feasibility for a new entrant – Tropicana in the market. The paper begins with a brief introduction to the problem at hand. It talks about the requirements of the paper and gives an idea of the suggested approach to solve the problem.
The research matrix attempts to structure the problem to reach an appropriate solution. The research design introduces the questions to be answered to solve the problem. The problem has been dealt with using a two stage approach. In the first stage, an explorative study of the industry has been done along with qualitative research including projective techniques, interviews with industry experts.
The explorative research gives an overall market picture for powdered concentrates and looks at the current market trends and also surveys the prevailing competitive landscape. Future projections for the industry have also been looked at in this part. The next stage deals with quantitative research obtained through questionnaire administration. The responses obtained are analysed rigorously to test expected trends and form new inferences. The explorative study followed by quantitative analysis leads to the final recommendations in the report which answers the research problems.