While Godrej Foods managing director Sudhir Awasthi confirmed that the company was looking at some changes in terms of packaging and positioning of its fruit drink brands, details were not revealed. However, a source indicates that the new look will consist of a redesigning of the external graphics, with the emphasis on projecting a more youthful look. The new packaging is expected to hit the market in March 2000.

The company's packaged fruit drink brands are: Jumpin, Xs and Refresh. According to sources, the company is planning to define a clear-cut positioning of each brand in terms of the targeted consumer segment. For instance, Jumpin will be positioned exclusively at children and the advertising communication will also be directed towards this end. Similarly, the newly-launchedcarton-packed nectar fruit drink Xs which is targeted at adults, will be specifically targeted at young adults only. The packaging and communication of the brand will change accordingly.

The company had recently launched Refresh, at a popular price of Rs 5, which was targeted at all age-groups. It is understood that the company would come up with a new brand specifically targeted at the adult consumers. However, no official confirmation is available on this. Currently, the segmentation of its packaged fruit drinks is based largely on the pricing factor. Godrej Foods clearly has three pricing layers in packaged fruit drinks, ie. Jumpin for kids at a mid-sized price point of Rs 7, XS for adults-a premium pack drink priced at Rs 10-12-and Refresh priced at an economy level of Rs 5.

Along with the segmentation of fruit drinks on the pricing front, the company will also categorise these on the basis of the target consumer. The plan is expected to be executed next summer.

The company is also planning to makesome changes in the packagingof the fruit drinks to improve upon the existing style, sources said. This is towards making the carton of XS, for instance, firmer than before.