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| Topic: |
History
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| Number of pages / Number of words: |
7 / 1927 |
Essay's paper body
Onjus used oranges from Florida and Brazil adding the Indian mandarin to suit Indian taste buds. The pricing was also based on the market research study, which showed that volumes came from the Rs.5-Rs.9 segment.
Goyal decided to concentrate on volumes and priced a 250ml pack at Rs.9. Through Onjus, ETL planned to drive the shift from carbonated drinks to natural juices...
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Through Onjus, ETL planned to drive the shift from carbonated drinks to natural juices. Natural juice was considered healthier than carbonated drinks. But, the quality of raw materials at the juice outlets prevented people from trying out natural juice. Thus, the frequency of consumption was limited...
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