45169372 a Comparitive Study Onsoft Drink and Fruit Juice

7/24/2019 45169372 a Comparitive Study Onsoft Drink and Fruit Juice

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A Project Report on Contemporary Issue

Titled

A Comparative Study On

Consumption

of

Soft Drinks and Fruit Juices

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Acknowledgement

A word of thanks.

Before I get into the thick of the things I would like to add a few heartful words for the

people who gae unending support right from the stage the idea of the research was

conceied. I e!press my deep sense of gratitude " sincere thanks to those who hae helped

me in deeloping this research work. It is impossi#le to put out or classify the assistance$ it isthe feeling that matters% " not the alue.

&irst of all I would like to e!press my sincere gratitude to my #eloed 'uperisor (s. )I*+I

for giing me an opportunity to do this research " e!tend her kind co,operation.

*eepest appreciation " thanks go to my respectie family for their patience " understanding%

friends " classmates for their insights comments throughout the research.

A#oe all it is the grace " #lessings of -od Almighty% which made this% ndeaour a success.

EXEC!"#E S$$A%&

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'oft *rinks were common preference among all the indiiduals #efore juices were #eing

introduced% with the changing lifestyle and income leels% people are shifting their

consumption patterns and hae therefore #ecome more health conscious thus leading toincrease in demand of juices. (arket Research is #ased on some underlying parameters like/

Changing consumption pattern

+ealth factor

'tatus consciousness

)arying lifestyle

The #asic su#ject matter of the research% comparatie analysis of 'oft *rinks and

0uices is focused to study the mind1taste of different age group of people.

The study starts with determining the major players in the soft drinks and the juices

market% their oerall consumption pattern among the people and ends up with the

conclusion as per the state of mind of the aerage rational human #eing.

!A'(E CO)!E)!

Page no.

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2. 3B0CTI) 4

5. A#out fruit juice market 6

7. A#out car#onated drink 8

9. :iterature reiew 25

4. Beerage 29

6. 3eriew of industry 2;

;. Indian #eerage market 28


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2*To find demographic ariations among juices " health drinks consumers.

5> To find relation #etween consumption pattern and

a> Income of consumers.

#> 'uggestion gien to others.

c> To find arious factors affecting their choices.

d> To find #rands preferred #y the consumer.

A+out Fruit ,uices market

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*ifferent companies are now looking at different pack si?es and price points. @ew entrants

are also e!pected to join the fray in the Rs 4==,crore Rs 4 #illion> organi?ed fruit #eerage

market nectars% drinks and juices com#ined>.

hats making all these players gung,ho a#out fruit #eeragesD &or one% the fruit drink

market juice accounts for 7= per cent% nectar is 2= per cent and fruit drinks are 6= per cent of

the market today> has grown at a 5= per cent to 54 per cent rate.

3f this% the more e!pensie juices segment has grown at a 9= per cent rate this year. It

accounted for only 24 per cent of the fruit #eerage market three years #ack. Consumer

ha#its hae changed drastically. They are looking for healthier options and nutritional alue

in the food they #uy today.

But its not just the health fad that has led to the growth spurt. Cola sales fell dramatically

after the pesticide controersy and this seems to hae #enefited the fruit #eerage industry.

'oft car#onated drinks colas> grew 2; per cent in 5==5 #ut fell 24 per cent in 5==7.

hat also made the market work is the fact that tetrapacs offered a solution to proide fruit

juice practically fresh and preseratie free.

The proliferation of supermarkets and malls in metros and mini,metros key markets for this

category>% added to the growth story as well. And then there is the income factor.

The other factors that hae helped are the different pack si?es that players started offering in

the last year. Tropicana launched a 4== ml pack at Rs 54 compared to a one litre pack for Rs

;6.

These new price points and packs are aimed at getting more consumers to try the new

product% and in turn increase the consumer #ase.

All of this has resulted in increased in,home consumption of juices% which has gone up from

7= per cent three years #ack to almost


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for Rs 4. A year #ack% it e!tended the &ruity #rand into pineapple and orange ariants as well

as launching it in 54= ml and one,litre PT #ottles.

Pepsis Tropicana has tied up with eEuestrian sports and polo clu#s to #uild #ridges with the

well,heeled young adults. Its recent sampling e!ercise included an interactie Eui? reaching

out to 5==%=== students from 24= schools in *elhi.

-ealt. drinks,

According to the research report% the Indian health drinks market was estimated at around Rs.

526 Billion in 5==< and is forecast to grow at a CA-R of around 24F during 5==8,5=25. The

report coers arious factors driing the growth of health drinks market in India.

India has witnessed radical shift in consumption of health drinks oer the recent past. &ast

e!panding middle class population that is currently around 74= (illion% increased

ur#ani?ation and rising disposa#le income are some of the major reasons contri#uting to this

change. Besides this% growing health consciousness among IndiaGs young population has

#rought a#out a reolution in the Indian health drinks market. It has #een seen that cola sales

hae fallen dramatically due to rising health concerns and this seems to hae #enefited the

countryGs non,car#onated drinks market such as energy drinks and juices.

There is a greater awareness of the HfunctionalG #enefits of health #eerages and a greaterwillingness to pay a premium for such #eerages. ith these strong driers of growth% it is

not surprising that the #eerage industry in India has #egun responding with products that are

marketed clearly on a health and wellness platform.

The segment leel analysis shows that the highest growth will #e seen in the fruit juice

market% which is forecast to growth at a CA-R of around 7=F in alue terms during 5=2=,

5=25. It will #e closely followed #y the energy drinks segment at a CA-R of around 58F

during the same period.

There is a greater awareness of the HfunctionalG #enefits of health #eerages and a greater

willingness to pay a premium for such #eerages. ith these strong driers of growth% it is

not surprising that the #eerage industry in India has #egun responding with products that are

marketed clearly on a health and wellness platform.

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/.y market demand of energy drinks 0 fruit ,uices are growing

in "ndian market

In the recent years% India has #een o#sering a sweeping shift in consumption of non,

alcoholic drinks% like energy drinks and juices. The growing middle class that currently is

around 74= million% rising ur#ani?ation and increase in purchasing parity are some of the

primary reasons% prompting this change. Indian non,alcoholic drinks market which in 5== content than sweetened soft drinks$ e.g.% typical grape juice has 4=F more

sugar than Coca Cola.

&ruit juice consumption oerall in urope% Australia% @ew Jealand and the K'A hasincreased in recent years% pro#a#ly due to pu#lic perception of juices as a healthy natural

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http://business-directory.made-from-india.com/http://business-directory.made-from-india.com/http://en.wikipedia.org/wiki/Vitamin_Chttp://en.wikipedia.org/wiki/Vitamin_Chttp://en.wikipedia.org/wiki/Folic_acidhttp://en.wikipedia.org/wiki/Potassiumhttp://en.wikipedia.org/wiki/Potassiumhttp://en.wikipedia.org/wiki/Antioxidanthttp://en.wikipedia.org/wiki/Hypercholesterolemiahttp://en.wikipedia.org/wiki/Hypercholesterolemiahttp://en.wikipedia.org/wiki/Urinary_bladderhttp://en.wikipedia.org/wiki/Bacteriahttp://en.wikipedia.org/wiki/Fructosehttp://en.wikipedia.org/wiki/Coca_Colahttp://en.wikipedia.org/wiki/Europehttp://en.wikipedia.org/wiki/Australiahttp://en.wikipedia.org/wiki/New_Zealandhttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/Vitamin_Chttp://en.wikipedia.org/wiki/Folic_acidhttp://en.wikipedia.org/wiki/Potassiumhttp://en.wikipedia.org/wiki/Antioxidanthttp://en.wikipedia.org/wiki/Hypercholesterolemiahttp://en.wikipedia.org/wiki/Urinary_bladderhttp://en.wikipedia.org/wiki/Bacteriahttp://en.wikipedia.org/wiki/Fructosehttp://en.wikipedia.org/wiki/Coca_Colahttp://en.wikipedia.org/wiki/Europehttp://en.wikipedia.org/wiki/Australiahttp://en.wikipedia.org/wiki/New_Zealandhttp://en.wikipedia.org/wiki/United_Stateshttp://business-directory.made-from-india.com/


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source of nutrients and increased pu#lic interest in health issues. Indeed% fruit juice intake has

#een consistently associated with reduced risk of many cancer types% might #e protectie

against strokeand delay the onset of Al?heimers disease.

The perception of fruit juice as eEual in health #enefit to fresh fruit has #een Euestioned%

mainly #ecause it lacks fi#er and has often #een highly processed. +igh,fructose corn syrup%

an ingredient of many juice cocktails% has #een linked to the increased incidence of type II

dia#etes. +igh consumption of juice is also linked to weight gain% #ut fruit juice consumption

in moderate amounts can help children and adults meet daily recommendations for fruit

consumption% nutrient intake and calories.

A num#er of packaged juices contain added sugars and sweeteners. These make them more

liked #y children #ut the e!tra sugars can contri#ute to childhood o#esity and infantile

dia#etes. *ia#etes is a ery common illness in India. 3nce a child deelops a taste for e!tra,

sweet packaged juices% it is hard for them to accept less sweet #ut natural juices. (ost juices

contain )itamin C% and some contain added fortifiers like calcium% )itamin A and )itamin C

and this can #eneficial for children. +oweer% juice with fortified calcium is not a

replacement for milk. (ilk contains a num#er of other ingredients that are good for children.

&ruit juices must not #e used as a su#stitute for milk.

Packaged fruit juices contain none of the natural fi#ers that are in fruit% unless they contain

pulp also. &i#er is an important part of childrens diets as it improes digestion. The act of

washing% peeling% #iting and chewing fruit teaches our children important physical skills.

They young fingers learn how to #e fle!i#le and their mouth learns how to mash food #efore

swallowing it. By taking longer to consume the same amount of calories% it reducesoerconsumption and keeps them healthy. Behaiorally% eating a whole fruit helps children

com#at the need for Linstant gratificationL. Instant gratification is the need to get satisfaction

immediately and always. hile poking open a fruit juice container seems efficient% we are

teaching our kids that happiness comes out of a package.

Pediatricians recommend that juices must not #e introduced into infant diets till they are 6

months old. Packaged fruit juices% if #ought correctly% do help our childrens hydration as they

contain a lot of water.

These are packaged products that hae a fruit sounding name or a fruity logo% #ut seldomcontain 2==F fruit juice. They are almost always made with artificial flaors% added synthetic

sugars. They may also #e aerated1car#onated

Parents often think that packaged fruit juices and drinks hae the same #enefits as fruits and

feed them to their children. 3ften there is also oerconsumption as no limit is set on what is

perceied to #e a healthy source of nutrition. Knfortunately% the truth may #e far from it.

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http://en.wikipedia.org/wiki/Strokehttp://en.wikipedia.org/wiki/Stroke


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("!E%A!%E %E#"E/

2> uropean 'tudy Pu#lished By International 0ournal 5==6

This past week% results of a uropean study% pu#lished in the International 0ournal of &ood

'cience and @utrition in 5==6% made the news. This study was actually a comprehensie

reiew of the literature on fruit and egeta#le juices. This study does raise an interesting

point. +ereGs the cru! of the study% according to the authors/ Mhen considering cancer and

coronary heart disease preention% there is no eidence that pure fruit and egeta#le juices are

less #eneficial than whole fruit and egeta#les.N

*ietitians may find this study to #e a dou#le,edged sword. 3n the one hand% itGs good news.

&or people who dislike eating fruits or egeta#les% downing a glass of grape juice or carrot

juice is an easy way to get the itamins% minerals% and antio!idants they need to help preent

heart disease and cancer. But% on the other hand% the issue of calories and car#ohydrate

surfaces when it comes to folks who are trying to watch their weight and1or who hae

dia#etes.

5> Car#onated *rinks #y Cadrik (anslon 5==4

If one eer met with a dietitian for your dia#etes% chances are he has #een adised to limit

fruit juices. hyD ell% a 9,ounce glass of orange juice% for e!ample% contains a#out 6=

calories and 24 grams of car#ohydrate. In the car#ohydrate countingmethod of dia#etes meal

planning% this is considered Mone car# choice.N (ost people donGt care% though% and end updrinking more like < or 25 ounces% since calories add up% and the additional car#ohydrate is

reflected in higher #lood glucose readings shortly thereafter. And to make matters worse%

some juice drinks hae additional sugar added to them% often in the form of high fructose

corn syrup +&C'>. This sweetener has its own set of pro#lems% including possi#le links to

o#esity and high triglycerideleels. Cran#erry juice cocktail and many fruit juice M#lendsN

are e!amples of sweetened juices. Instead% using juice to treat hypoglycemia and% instead%

eating fresh fruit. &ruit is higher in fi#erand takes longer to eat% so itGs more filling and

satisfying. Plus% itGs easier to control portions with fruit than it is with juice. Tomato or

egeta#le juice hae fewer calories and less car#ohydrate than fruit juice.

@ow comes along this reiew of literature with its conclusions that juices are just as good as

fruit. 3n the one hand% people can fight heart disease% cancer% and possi#ly een Al?heimer

disease #y drinking juice. &resh or fro?en> fruits and egeta#les offer something that juices

donGt% and thatGs the satisfaction of eating a tart (acintosh apple on a crisp fall day$ a sweet%

juicy peach in the heat of the summer$ or a #right orange% crunchy carrot straight from the

garden.

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http://www.diabetesselfmanagement.com/article.cfm?aid=1383http://www.diabetesselfmanagement.com/article.cfm?aid=1383http://www.diabetesselfmanagement.com/blog/blog.cfm?commentID=16http://www.diabetesselfmanagement.com/articles/Diabetes_Definitions/Triglycerides/http://www.diabetesselfmanagement.com/article.cfm?aid=236http://www.diabetesselfmanagement.com/article.cfm?aid=1383http://www.diabetesselfmanagement.com/blog/blog.cfm?commentID=16http://www.diabetesselfmanagement.com/articles/Diabetes_Definitions/Triglycerides/http://www.diabetesselfmanagement.com/article.cfm?aid=236


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'E#E%A1E

/.at is +everage D

A drink% or #eerage% is a liEuid specifically prepared for human consumption. Inaddition to

#asic needs% #eerages form part of the culture of human society. 3r any liEuid suita#le for

drinking$ Lmay I take your #eerage orderDLor A liEuid to consume% usually e!cluding water$

a drink. This may include tea% coffee% liEuor% #eer% milk% or soft drinks.

!ypes of +everage

The various types of beverage are:

Alcoholic #eerages @on,Alcoholic #eerages

'oft drinks

&ruit juice

+ot #eerages

3ther

2. Alcoholic #eerages

An alcoholic #eerage is a drink containing ethanol% commonly known as alcohol% although

in chemistry the definition of an alcohol includes many other compounds. Alcoholic#eerages% such as wine% #eer% and liEuor hae #een part of human culture and deelopment

for


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The name Lsoft drinkL specifies a lack of alcohol #y way of contrast to the term Lhard drinkL

and the term LdrinkL% the latter of which is nominally neutral #ut often carries connotations of

alcoholic content. Beerages like colas% sparkling water% iced tea% lemonade% sEuash% and fruit

are among the most common types of soft drinks% while hot chocolate% hot tea% coffee% milk%

tap water% alcohol% and milkshakes do not fall into this classification. (any car#onated softdrinks are optionally aaila#le in ersions sweetened with sugars or with non,caloric

sweeteners.

9. &ruit juice

0uice is a liEuid naturally contained in fruit or egeta#le tissue. 0uice is prepared #y

mechanically sEuee?ing or macerating fresh fruits or egeta#les without the application of

heat or solents. &or e!ample% orange juice is the liEuid e!tract of the fruit of the orange tree.

0uice may #e prepared in the home from fresh fruits and egeta#les using ariety of hand or

electric juicers. (any commercial juices are filtered to remoe fi#re or pulp% #ut high pulp

fresh orange juice is a popular #eerage. 0uice may #e marketed in concentrate form%

sometimes fro?en% reEuiring the user to add water to reconstitute the liEuid #ack to its

Loriginal stateL

4.+ot #eerages

+ot #eerages% including infusions% sometimes drunk chilled.

Coffee,#ased #eerages Cappuccino

Coffee

spresso

CafO au lait

&rappO

&laored coffees mocha etc.>

&atte

+ot chocolate

+ot cider

(ulled cider Tea,#ased #eerages

&laoured teas chai etc.>

-reen tea

Pearl milk tea

Tea

+er#al teas

er#a (ate

Roasted grain #eerages

'anka

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6. 3ther

'ome su#stances may either #e called food or drink% or accordingly #e eaten with a spoon or

drunk% depending on solid ingredients in it and on how thick it is% and on

2reference3

'oup

ogurt

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O#E%#"E/ OF !-E ")DS!%&

The #eerage market is worth Q44 #illion worldwide.

The tides are turning for many #eerage categories. hile the car#onated softdrink and #eer categories are merely treading water with flat sales% the energy

drink category is surging ahead like neer #efore. Bottled water% ready,to,drink

coffee% ready,to,drink tea and sports drinks follow close #ehind with su#stantial

sales increase, drinks without added sugar% no #eer% along with deelopments in

juice drinks and dairy,#ased drinks% are helping to turn around sales in these

categories. hat follows is a category,#y,category look at the state of the

#eerage industry% including the top #rands% new products% innoations and

future trendsetters.

In order to #e successful in the marketplace% one has to think in terms of health

innoation% flaour innoation% ingredient innoation and specific age groups.

These are the factors that will shape the future of the #eerage industry.

MTodayGs consumers are concerned with oerall health and wellness. As a result%

there is significant impact on food and #eerage purchases. (any studies hae

shown that consumers are as concerned with good health as they are a#out

maintaining a high Euality of life.N

*o you know what type of new #eerage consumers are most likely to tryD *o

you know where they are most likely to pick those products upD *o you know

whyD

Beerage Industry wanted to know the answers to these Euestions and to dele

deeper into the eer,increasing num#er of new product launches in the #eerage

market. MThe soft drink industry is training people to seek out new products%

een the #ig guys are coming out with limited,edition flaours% and consumersare #eginning to see that there is more flaour actiity going on in the category.

hether that really nets any#ody any sales gains is another thing% #ut it is

teaching consumers to seek out and try new products. ItGs also trying to create

some e!citement there.N

In spite of seeral challenges and restrictions faced #y this industry% it is a HrollG

like neer #efore. Customer preferences may hae shifted% #ut they are still

always on the lookout for a can of HcokeG or a new HflaouredG drink to Euench

their thirst.

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")D"A) 'E#E%A1E $A%4E!

The si?e of the Indian food processing industry is around Q 64.6 #illion% including Q5=.6

#illion of alue added products. 3f this% the health #eerage industry is alued at Q57=

million$ #read and #iscuits at Q2.; #illion$ chocolates at Q;7 million and ice creams at Q2


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In order to take on Red Bull and get a share of 5=F from their #usiness% (alhotra wants to

offer #etter conditions to distri#utors. Me proide a margin of 6,


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Coca,Colas #id in 'eptem#er prompted an outcry #y nationalists who urged the goernment

to #ar foreigners from acEuiring one of Chinas most successful home,grown #rands. Rial

juice producers warned that the acEuisition would gie Coca,Cola too dominant a position in

Chinas #eerage market. A Coca,Cola spokesman in +ongong learned of the rejection of

the sale had no immediate comment. +uainanGs founders and major shareholders already hadendorsed the sale.

If Coke were to take oer +uainan% it will dominate the soft drinks market in China% which

not only hurts consumers% #ut also other sector participants. +uainan controls more than a

tenth of the Chinese fruit and egeta#le juice market that grew 24F last year to Q5 #illion.

Coca,Cola has a 8.;F share and dominates in diluted juices.

According to analysts Chinas ruling on Coke could cut #oth ways in that Chinese firms that

hae #een making increasingly high profile acEuisitions a#road may run into trou#le of their

own.

9. 2epsi:s Slice kicks off t.e new season wit. :Aamsutra:

2epsiCo:s popular mango ,uice drink +rand7 Slice kicks off t.e

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@im#u pani>. According to the company% :(@ will offer consumers a healthy% refreshing

drink with the goodness of itamin C. ery summer% the Indian #eerage market has seen

cola majors #attle it out. This summer% the launch of :(@ will see the cola wars taking a

#ack seat and the #attle spilling oer to the non,cola segment% to #e more precise in the nim#u

paani category. PepsiCo India last week launched a nim#u pani drink% @im#us% under the ;Kp#rand. 3n the occasion of :(@s launch% @adia Chauhan% joint managing director and C(3%

Parle Agro% said% L@im#u pani has traditionally #een Indias most commonly consumed cold

#eerage. In fact the idea of a #randed lemon drink is so simple that you would wonder why

no#ody thought of it earlier. The challenge for us was packaging a natural product while

retaining its fresh% original taste throughout its shelf life.L

:(@ will #e aaila#le in 22= ml Tetra% 5== ml Tetra and 4== ml PT packs priced at Rs 4% Rs

2= and Rs 57 respectiely. The company aims to touch a turnoer of Rs 7===,74== crores #y

5=22.

The company will target #oth youth and adult> segments of consumers to turn them into

#randed consumers of nim#u pani. Besides this :(@ will also target an emerging segment of

consumers who are looking for a healthy and refreshing #eerage in the countryD L&or the last

5= years% Parle Agro has #een the market leader in fruit #ased #eerages% we hae constantly

worked keeping in mind Indian preferences while formulating products that cater to the

Indian palate. It is without any dou#t that only an Indian company can understand what real

nim#u pani tastes like and what the Indian consumer wants in a packaged offering%L Chauhan

added.

&urther% the company claims that packaged nim#u pani will hae tremendous growthpotential% higher than other packaged drinks mainly #ecause of a major shift in consumer

#ehaiour. Today% the #eerage consumer is looking for hygiene% conenience% refreshing

taste% afforda#ility and year,round aaila#ility. The name :(@ is deried from the '('

ersion of the word lemon. Parle Agro also owns other fruit drink #rands like &ruity% Appy

&i?? and packaged drinking water% Bailey.

6. 2epsiCo launc.es :)im+us6: packaged lemon ,uice wit. no fi55

andartificial flavours

PepsiCo India has launched its packaged nim#u paani% @im#us% under its ;Kp #rand.

The home,made nim#u paani or lime juice has #een specially created to suit Indian tastes.

The lemon juice% no fi?? and artificial flaours% is aaila#le in trendy% conenient packs.

The drink offers great alue to consumers in three packaging formats of 5== ml returna#le

glass #ottles R-B>% 74= ml PT and 5== ml Tetra attractiely priced at Rs 2=% Rs 24 and Rs

2=% respectiely.

According to (s Punita :al% !ecutie *irector, (arketing% PepsiCo India% @im#us% is

specially deeloped to suit Indian tastes and preferences.

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L@im#oo? is an afforda#le offering for consumers on the go #ecause of its ready,to,drink

format that is #oth conenient and hygienic. The proposition of the Indian refresher perfectly

captures the mass appeal of this product and will certainly drie consumer connect% stated (s

Alpana Titus% !ecutie )P,&laours% PepsiCo India.

PepsiCo has drawn up an intensie consumer actiation campaign to market @im#us.

The 76= degree marketing communication plan will reole around #uilding awareness

through multi,city launches and road shows% comprehensie 7* actiation% leeraging 3ut,

of,+ome 33+> media% radio% press and outdoors. Aggressie trial generation and sampling

initiaties will also #e taken forward across major cities of the country. A special @im#oo?

+ighway -adi has #een created that will isit the four major highways connecting *elhi to

0aipur% *ehradun% Agra to drie trails and consumer education.

;. Coke launc.es fruit7flavoured Fanta Apple nationally

After successfully introducing it in southern markets last year% Coca,Cola India has launched

its fruit,flaoured soft drink &anta Apple nationally. The product is aaila#le in 5== ml and

7== ml returna#le glass #ottles and also in 4== ml PT pack% priced at Rs


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S!D& OF 1%O/!- OF SOF! D%")4 $A%4E!

SOF! D%")4S3Car#onated drinks are dominated #y artificial flaors #ased on cola% orange and lime

with Pepsi and coca,cola dominating the market. The entire part of the drink is #ased on

its artificial flaors and sweetening agents as no natural juice is used.

$A%4E!3

Cola products account for nearly 62,65F of the total soft drinks market.

Two glo#al majorsG Pepsi and coke dominate the soft drink market.

@CAR surey says 82F of soft drink in the country is in the lower% lower middle

and upper middle class people.

The market is worth around Rs.4=== crores with growth rate of around 2=,24F.

The annual per capita consumption in India is only a#out 6 #ottles is, a, )is 79

#ottles in the K.'.

The production as soft drinks has increased from 46;= million #ottles in 288


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2.COCA CO(A/ thanda matla# coca colaUUU

Coca cola has truly remarka#le heritage. &rom a hum#le #eginning in 2


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Today sprite is perceied as a youth icon. ith strong appeal to youth sprite has stood for a

straight forward and honest attitude. Its clear crisp hing taste encourages todayGs youth to

trust their instincts% influence them to #e true who they are and to o#ey their thirst.

9 !-$S 23 !AS!E !-E !-)DE%>>>

'trong cola taste% e!citing personality. Thums up is a leading car#onated soft drink and most

trusted #rand in India% 3riginally Company in 2887.

Thums up% is% known for strong% fi??y taste and its confident% mature and uniEuely masculine

attitude. This #rand clearly seeks to separate the man from the #oys.

B9 $AAA3 &AA%" DOS!" !AAA $AAA>>>

(aa?a was launched in 28;6. In 2887% maa?a was acEuired #y coca cola India. (aa?a

currently dominates the fruit drink category. 3er the years% maa?a has #ecome synonymous

with mango.

MTaa?a (ango% (aa?a mango% Botal mei aam% maa?a hai naamN.consumers regard maa?aas

wholesome% natural% fun loing drink real e!perience of fruit.

The campaign #uilds on the e!isting eEuity of the #rand and deliers a releant emotional

#enefit to the moms rightly captured in tagline% Myaari dosti% and taa?a maa?aN.

9 2E2S"3 &E- D"( $AA)1E $O%E>>>

Pepsi cola is a car#onated #eerage that is produced and manufactured #y Pepsi co. It is sold

in stores% restaurants and from ending machines. The drink was first made in the 2


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S!D& OF 1%O/!- OF F%"! D%")4 $A%4E!

&RKIT 0KIC'

Branded fruit juice market in India holds an immense potential. Ksually confused and

considered synonymous with non,aerated drinks% fruit pulps% juices and sEuash are high sugar

#eerages% which are centrifuged and filtered to gie a semi clear appearance.

In the past% this sector enjoyed an e!cise e!emption% keeping cost at minimal. +oweer the

withdrawal of e!emption has inflated costs and can affect growth% with dramatic change

possi#le on reintroduction of e!cise e!emption.

$A%4E!

The organi?ed fruit #eerage market is estimated at Rs.4== crores market. @ectars%

drinks and juices com#ined>. The market has grown at a 5=F to 54F rate.

3f this% more e!pensie juices segment has grown at rate of 9=Fthis year. It

accounted for only 24F of the fruit #eerage 7 years #ack.

In Shome consumption of juices has gone up from 7=F% three years #ack to


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3range

Apple

3range, carrot

1OD%EJ

The food diision of godrej industry produces and market fruit drinks% fruit nectar and soft

soymilk. -odrejGs #rand 0K(PI@ comes in the following flaour/

(ango

Pineapple

Apple

:itchi

3range

-odrejGs !Gs is a range of fruit nectar with more fruits. ItGs aaila#le in following flaours/

3range

Apple

-rape

2E2S"S !%O2"CA)A

Tropicana #rand fruit juice enjoys a market share of 54F and has registered a dou#le digit

growth and has outpaced the growth of fruit juice market in India. It is aaila#le in following

flaors/

3range

Apple

-rape

Cran#erry

(E- 'E%%&

It is a product from :adakh &oods. Its first fruit juice in *elhi and its selling it in the more

affluent parts of town. It enjoys a market share of 9F and is aaila#le in a ariety of flaours/

Pineapple

Apple

(i!ed fruit

3range

Blackcurrant

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(ango

-uaa

2A%(ES F%OO!" and A22&

&rooti was launched #ack in 28


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ery project work is #ased on certain methodology% which is a way to systematically sole

the pro#lem or attain its o#jecties. It is a ery important guideline and lead to completion of

any project work through o#seration% data collection and data analysis.

According to Clifford oody%

MResearch (ethodology comprises of defining " redefining pro#lems% collecting% organi?ing

"ealuating data% making deductions "researching to conclusions.N

Accordingly% the methodology used in the project is as follows/ ,

*efining the o#jecties of the study

&raming of Euestionnaire keeping o#jecties in mind considering the o#jecties>

&eed#ack from the respondents

Analysis of feed#ack Conclusion% findings and suggestions.

2%2OSE OF !-E S!D&

The main aim of this research study is to analy?e the preference of people of different age

groups> on consumption patterns of 'oft *rinks and &ruit 0uices.

O'JEC!"#E OF !-E S!D&

V To study the preferences of the people for soft drinks and fruit juices.

To find out the factors> that influences the consumerGs consumption of soft drinks

and fruit juices.

To test the know,how of the consumers regarding the arious e!isting #rands of soft

drinks and fruit juices.

To e!plore the ne!t #est #eerage after soft drinks and fruit juices.

To find out how the #eerage is positioned in the mind of the consumers.

SCO2E OF !-E S!D&

This study is confined to the @orth est *elhi region coering areas of Paschim

)ihar% Pitam Pura% Rohini area% Punja#i Bagh.

'easonal drinks are not considered in the study.

e are considering only canned juices.

e are not considering water " alcoholic drinks.

%ESEA%C- DES"1)

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A research design is a framework or #lueprint for conducting the marketing research project.

It specifies the details of the procedures necessary for o#taining the information needed to

structure and1or sole marketing research pro#lem. 3n the #asis of fundamental o#jecties of

the research we can classify research design into two general types/

EX2(O%A!O%& %ESEA%C-

!ploratory research is one type of research design% which has its primary o#jectie the

proision of insights into% and comprehension of% the pro#lem situation confronting the

researcher.

CO)C(S"#E %ESEA%C-

Conclusie research is designed to assist the decision maker in determining ealuating and

selecting the #est course of action to take in a gien situation.

Conclusie research can #e further diided into two types/,

*escriptie

!perimental

The research design used in this project is a *'CRIPTI) *'I-@.

*escriptie study as the name implies is designed to descri#e something,for e!ample the

characteristics of users of a gien product% the degree to which the product use the aries with

income% age% etc.

SA$2(")1 !EC-)"E SED3

This research has used conenience sampling techniEue.

2> Conenience sampling techniEue/ Conenience sampling is used in e!ploratoryresearch where the researcher is interested in getting an ine!pensie appro!imation of the

truth. As the name implies% the sample is selected #ecause they are conenient.

SE(EC!"O) OF SA$2(E S"E3

&or the study% a sample si?e of 4= has #een taken into consideration.

SO%CES OF DA!A CO((EC!"O)/

Research will #e #ased on two sources/

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2. Primary data

5. 'econdary data

2> PRI(AR *ATA/

Wuestionnaire/ Primary data was collected #y preparing Euestionnaire and the people were

randomly #eing reEuested to fill them.

5> 'C3@*AR *ATA/

'econdary data will consist of different literatures like #ooks which are pu#lished% articles%

internet and we#sites.

In order to reach releant conclusion% research work needed to #e designed in a proper way.

S!A!"S!"CA( !OO(S SED

The main statistical tools used for the collection and analyses of data in this project are/

V Wuestionnaire

V Pie Charts

V Bar *iagrams

Data analysis

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@A(/,

A-/,

'/, 3CCKPATI3@ /,

W2. hat do you prefer to drinkD

a> 'oft drink #> fruit juice

c> Both of the a#oe d> none of the a#oe

Soft Drink Fruit Juice Both of the above None of the above

0

5

10

15

20

25

W5. +ow often do you drink your #randD

a> *aily #> juice a week

c> 3nce a week d> occasionally

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3010

10

Dai! Juice a "eek #nce a "eek #cca$iona!

W7. 3n what occasion% do you prefer to consume soft drinkD

a> &eeling thirsty #> parties1function

c> 3thers% please specify

20

5

25

Column1

Feein% &hri$t! 'artie$(function #ther$

W9. 3n what occasion do you prefer to consume fruit juiceDa> &eeling thirsty #> parties1function

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3010

10

Feein% &hir$t! 'artie$ #ther$

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W4. hich drink do you like mostD


Soft Drink Fruit Juice

0

5

10

15

20

25

30

35

40

10

40

W6. hat induces you to #uy soft drinkD

a> Price with Euality #> taste

c> 'tatus sym#ol d> #rand am#assador of your choice

5

10

30

5

'rice "ith )uait!

ta$te$tatu$ $!*bo

bran+ a*ba$$a+or of !our

choice

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W;. hat induce you to #uy fruit juiceD

a> Price #> health drink

c> &laours d> easy aaila#ility

,rice heath +rink -avour$ ea$! avaiabiit!

0

5

10

15

20

25

30

35

.ou*n2

W coffee1tea #> shakes milk1ice cream1fruit>

c> :assi d> others% please specify

10

30

10

Column1

.o/ee(tea

$hake$

a$$i

#ther$

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W8. +ow do you rate the #elow following D

C::@T -33* A)RA-CA@@*

0KIC

&R'+ 0KIC

W2=. hy do you prefer soft drinkD

a> 'tatus sym#ol #> to remoe your thirst

#> asy aaila#ility d> others% please specify

20

10

20

Column1

Statu$ $!*bo

to re*ove !ur thri$t

ea$! avaiabiit!

other$

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W22. hy do you prefer fruit juiceD

a> +ealth drinks #> to remoe thirst

c> &laours d> others. Please specify

heath +rink to re*ove thri$t -avour$ other$

0

5

10

15

20

25

30

35

40

45

.ou*n1

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W25. hich one of the #elow is economyD


Column1

Soft +rink

fruit uice

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W27. *oes adertisement effect your purchaseD

a> es #> no

Column2

!e$

no

W29. @ame any three of yours faourite #randD

a>..#>.c>

W24. @ame of any three of your faourite #rad in soft drinkD

a>#>.c>

..

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W26. hich one is more hygienicD


$oft +rink fruit uice0

10

20

30

40

50

60

Series 1

Serie$ 1

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W2;. ith whom you prefer to drink fruit juiceD

Xa> Alone #> family

c> &riend d> others% please specify

aone fa*i! frien+ other$

0

5

10

15

20

25

30

35

39


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W2 Alone #> family

c> &riend d> others% please specify

aone fa*i! frien+ other$

0

10

20

30

40

50

60

70

80

90

100

Series 1

Serie$ 1

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W.28 which adertisement influences you to #uy the drinkD

a> Teleision adertisement #> print adertisement


Column1

teevi$ion

,rint

other$

W5=. Are you aware of the offer aaila#le on the drink D

a> es #> no

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Column1

!e$

no

Conclusion7

nergy drink is preferred #y more num#er of males than females whereas females

prefer juices more than energy drinks.

Population #elow 24 years loes juices and a ery close ratio #etween energy drink

and juice consumers are in the age group of 26,94 years.

People with monthly income of 7==== and a#oe consume more energy drinks.

'tudents prefer juices whereas a 2/2 ratio of preference of energy drinks and juices

e!its #etween #usiness and serice class people.

People consume energy drinks most on weekly #asis whereas juices on fortnight#asis.

0uices are preferred early morning and late,night whereas energy drinks are preferred

throughout the day.

nergy drinks and juices will #e referred on an eEual #asis to others whereas juice

consumers are much more appeherent for the same.

People who consume #oth energy drink and juices on daily #asis will suggest the

same to others strong correlation>

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People with monthly income in range of 5=%=== to 7=%=== consume health drink and

juices on a daily #asis.

&or juices easy aaila#ility% health #enefits% nutrient alue and price considered as a

common entity whereas for energy drinks easy aaila#ility% health #enefits% nutrient

alue and taste.

Real ranked one in consumer among juices.

-atorade ranked one in consumer among energy drink.

S11ES!"O)S

ith the changing lifestyle% people hae started #ecoming more health conscious.

Therefore% the fruit juice companyGs should use appropriate marketing techniEues

there#y reducing the demand for soft drink in the future. The surey shows that parties1cele#rations are the places where these drinks are

consumed mostly. The companyGs must try to increase the sales #y creating and

focusing on more utilities so that their product is used more freEuently.

As it is seen that people consider canned juices to #e healthy with preseraties.

This shows that awareness leel of the people is low and needs to #e corrected. Therefore%

arious methods like campaigns #y goernment% help #y media% etc can #e taken to change

this.

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("$"!A!"O)S

The study was confined to some areas of mum#ai only.

The study does not take into account the sales affected of the soft drink segment due

to the entry of juices.

Retailers iew and the companies iew to the Euestionnaire were not aaila#le.

Time and cost constraints were also there.

Chances of some #iasness could not #e eliminated.

A 'amples si?e of 2== has #een use due to time

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BIB:I3-RAP+,/

B'IT'/

http/11www.euindiaaiationsummit.com1health,drinks1

http/11www.naturalnews.com1softYdrinks.html

http/11www.the,infoshop.com1topics1&*29Yen.shtml

www.foodindustryindia.com

http/11en.wikipedia.org1wiki1Beerage

http/11www.foodindustry.com1newfood1detailnews.jspDnZta?y%

F5=anotherF5=energyF5=drinkF5=forF5=theF5=Indian

F5=market"idZ48 soft drink #> fruit juice

c> #oth of the a#oe d> none of the a#oe

W5. +ow often do you drink your #rand D

a> daily #> juice a week

c> once a week d> occasionally

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W7. 3n what occasion % do you prefer to consume soft drink D

a> feeling thirsty #> parties1function

c> others% please specify

W9. 3n what occasion do you prefer to consume fruit juice D

a> feeling thirsty #> parties1function


W4. hich drink do you like most D

a>soft drink #>fruit juice

W6. hat induces you to #uy soft drink D

a> price with Euality #> taste

c> status sym#ol d> #rand am#assador of yourchoice

W;. hat induce you to #uy fruit juice D

a> price #> health drink

c> flaours d> easy aaila#ility

W coffee1tea #> shakesmilk1ice cream1fruit>

c> lassi d> others% please specify

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W8. +ow do you rate the #elow following D

C::@T -33* A)RA-CA@@*

0KIC

&R'+ 0KIC

W 2=. hy do you prefer soft drink D

a> status sym#ol #> to remoe your thirst

#> easy aaila#ility d> others% please specify

W22. hy do you prefer fruit juice D

a> health drink #> to remoe thirst

c> flaours d> others. Please specify

W25. hich one of the #elow is economy D

a>soft drink #> fruit juice

W27. *o adertisement effect your purchase D

a>yes #> no

W29. @ame any three of yours faourite #rand D

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a>..#>.c>

W24. @ame of any three of your faourite #rad in soft drink D

a>#>.c>

..

W26. hich one is more hygienic D

a>soft drink #> fruit juice

W2;. ith whom you prefer to drink fruit juice D

a> alone #> family

c> friend d> others% please specify

W2 alone #> family

c> friend d> others% please specify

W.28 hich adertisement influence you to #uy the drink D

a> teleision adertisement #> print adertisement

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W5=. Are you aware of the offer aaila#le on the drink D

a>yes #> no

45169372 a Comparitive Study Onsoft Drink and Fruit Juice

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Transcript of 45169372 a Comparitive Study Onsoft Drink and Fruit Juice