Onjus - Squeezed Out

Case Studies in Business, Management Cases | Case Study

ICMR HOME | Case Studies Collection

Case Details:

Case Code : BSTR011
Case Length : 9 Pages
Period : 1997 - 2001
Organization : Enkay Texofood Ltd
Pub Date : 2002
Teaching Note : Available
Countries : India
Industry : Food, Beverages and Tobacco

To download Onjus - Squeezed Out case study (Case Code: BSTR011) click on the button below, and select the case from the list of available cases:

Price:

For delivery in electronic format: Rs. 200;
For delivery through courier (within India): Rs. 200 + Rs. 25 for Shipping & Handling Charges

» Business Strategy Case Studies
» Business Strategy Short Case Studies
» View Detailed Pricing Info
» How To Order This Case
» Business Case Studies
» Area Specific Case Studies
» Industry Wise Case Studies
» Company Wise Case Studies

Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

<< Previous

Background

ETL, then called as Enkay Synthetics, was started as a textile company in the early 1980s.

The company was involved in making, bleaching, and dyeing of polyester yarn. During 1988-89, with competition becoming fierce in textiles, Tulsidas Goyal (Goyal), Managing Director of the company identified agro-processing as a focus area. In 1990, Goyal set up a plant in Vapi in Gujarat state, to process guavas, mangoes and bananas into puree and concentrates. Enkay Synthetics was merged with the fruit-processing unit and renamed as Enkay Texofoods Ltd. The company was successful in the export markets (Europe and the Middle East), and some of its clients were Nestle, Unilever, Pepsi, Coke and Heinz. ETL's fruit-processing plant was approved by the US Food and Drug Administration (FDA).⁶

Juicy Prospects

In May 1997, ETL launched Onjus on a natural taste proposition. It was launched as an 'on the move drink' in a 250 ml straw pack for outdoor consumption, with a tagline - 'Squeezed to please'.

ETL had done some preliminary research before the launch of Onjus. Based on the findings from their research, Onjus was given a sweeter taste compared to the imported juices. But at the same time, an element of bitterness was retained to emphasize on the naturalness. 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. 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...

Excerpts >>

Economics for Managers Textbook
Textbooks Collection

Economics for Managers Workbook
ICMR books Collection

Case Studies in Business Strategy Volume VI

Case Study Volumes Collection

6] The US FDA had broad duties to regulate and safeguard food (except meat and poultry), medicines, medical devices, radiation-emitting devices, biologics (such as vaccines and blood products), veterinary products, and cosmetics. The FDA also had responsibility for labels for food, over-the-counter medicines, dietary supplements, drugs, and medical devices. The agency's functions fall into five categories. It reviews new products; inspects manufacturing sites and monitors reports of problems or new risks; issues standards and regulations; conducts research; and takes enforcement actions.