DECLARATION

I, hereby declare that the research work presented in the summer training based project report entitled, Study of compotators of Frooti Juice

for the partial fulfillment for the award of Bachelor Degree

in Business Administration from Chaudhary Charan Singh

University , Meerut is based on my research work.

The project report embodies the result of original work and

studies carried out by me and the content of the project do

not from the basis for the award of any other degree to me or

to anybody else.

(Signature)

Mohit Kumar

Date –

Executive Summary

Progress is a continuous process. It is relative and absolute. We cannot stop at a certain

destination and declare that target has been achieved and we need not to go further.

In this new are all the countries & their companies are trying their best to improve economic

growth. This trend has created a very complex & competitive environment in the field of

business, trend & win the race a new system of management is much needed. To fulfill this

need a new field of modern science has developed very fast i.e. BBA. In this curriculum there

are several phases, which have to be covered & compelled properly.

At the completion of the second semester of BBA we got opportunity to provide them particular

knowledge about eachand every aspect of market. It could be in related fields’ viz. Human

Resource Management, Marketing or Finance as per their specialization in the course. It is

important because it provides the students about the practical knowledge of the field, which is

very essential beside the theoretical knowledge.

The experience that I have gathered during this period has certainly provided me with an

orientation which, I believe, will help me to shoulder my assignment successfully in near future.

During this period, I have collected all the information of “Competitive analysis of Frooti and

its competitors” through primary data which were available at the Meerut.

On the basis of my training program, I have tried my best to arrange my work in symmetric way.

However to cover the detailed information in such a short period was not possible. Despite the

inherent shortcomings of the study, a genuine attempt was made on my part see that the study

was carried out in the right respective.

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CONTENTS

1 INTRODUCTION

Company profile 7-11

Industry profile 12-16

Organizational structure 17-20

Management style 21-22

Product mix & product line 23-33

Marketing activities & Promotional activities 34-35

Marketing strategies 35

Market Size, Growth, & Demand 36-38

Competitors of FROOTI 39-44

2 RESEARCH OBJECTIVES 45

3 RESEARCH METHODOLOGIES 46-56

Sample Design Field work plan Questionnaire copy 57-60

4 ANALYSIS

cross tabulation 61-62 analysis 63-77 SWOT analysis 78-80

5 FINDING AND CONCLUSION 81-82

6 LIMITATIONS 83

7 BIBLOGRAPHY 84

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CHAPTER 1

INTRODUCTION

Welcome to Swastik Group

A House Of Diversified Excellence

The SWASTIK GROUP established in the year 1961 is one of the leading trading houses in eastern India. With diversified activities it is also engaged in the providing engineering, management and financial consultancy services in the field of infrastructure development from the concept to commissioning. As a trading company engaged in catering the requirement of Mining, Construction Power Plants, Forging, Casting and Export Etc. SWASTIK GROUP has played a significant role in the development of Indian Industry and Infrastructure Projects. We at SWASTIK aim to provide most effective and prompt after sales services for the equipments sold by us through trained personnel and after sales services for the equipment sold by us through manufacturing plant-trained personnel and experts.

CHAIRMEN'S MESSAGE

We at SWASTIK GROUP are committed to give our customers the best possible products & services at most competitive prices as per agreed standards and within the stipulated time frame, to their entire satisfaction.

We shall strive relentlessly towards a Zero-defect culture through the commitment of each and every member of our Company.

And of course, we shall not stop there, but keep on going………….

Hanuman SarawgiChairman

VISIONTo be known and identified as an ethical, trust worthy and dependable company relied upon by clients, offering real and lasting solutions at an affordable cost.OBJECTIVETo be partners in progress by assisting our clients in optimizing their potential toachieve corporate goals by offering “THE SOLUTION”.

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The confectionery market can grow immensely, depending on the kind of categories & products that are introduced. It is a highly price sensitive market. However, the change & the acceptance of one rupee products have facilitated some more innovation and excitement in the category.

Nadia ChauhanDirector, Parle Agro Pvt Ltd

As soon as Nadia Chauhan crossed over to the double digits, she found herself attending marketing meetings, supervised by her father, Parle Agro’s Prakash Chauhan. No surprise then, that she eschewed playing house and dress up like other children to develop a single minded focus on the day-to-day workings of Parle. 

She’s a lucky girl, she’ll tell you. Chauhan, CMO, Parle Agro, didn’t attend a fancy business school. “I grew up in Bombay, went to school and college here, so I was very close to the business.”

That meant she could spend her time observing production plants in full swing (at that time the production unit was on corporate office grounds) and keep a hawkish eye on her father’s every business move. Well over a decade after her first tryst with the company’s marketing brass, today she is among Parle Agro’s top management. 

The eldest Chauhan sister Schauna is at the helm of Parle Agro (the makers of brands like Frooti, Appy, LMN) and next in line is Alisha in charge of her very own outfit V3 (a fitness company based in Mumbai). 

Nadia has her hands full defining Parle Agro’s marketing strategies, a function that’s not just about communication and commercials. Well defined roles for all three, “That’s how my father planned it. It feels natural and the progression seamless,” says Chauhan, “we have our distinct strengths,” and that’s how they all have their place in the company. 

Her father’s style of guidance is very subtle. He never forces his point of view or way of working. “He’s always encouraging me to think and to cultivate my own thoughts and views,” she says. 

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She recalls being very excited the first time she stepped through Parle’s doors in an official capacity. “Very often new people step in and make drastic changes which might disturb the way things are done. One of the things my father told me was ‘There is no such thing as a stupid question.’ So take your time.” 

So far, her old-fashioned training is working well for Chauhan. She has successfully launched new brands for Parle Agro’s portfolio of beverages that includes Saint (fruit juice) and has her eye on the food category with snack brands like Hippo. But she has even bigger plans for the future. Her aggressive vision for the business is to make Parle Agro the top FMCG Company in the country.

Parle Agro eyes Rs 35 bn turnover by 2010-11

Country`s leading player in the mineral water and beverages businesses, Parle Agro is targeting a Rs 35 billion turnover by 2010-11 (present turnover - Rs 9.5 billion), reports Economic Times .

This will be done through organic route and an aggressive marketing strategy. For starters, it has decided to expand production capacity of its mineral water, which is sold under the Bailley brand.

The company plans to set up 60 mineral water factories more from the present 26 factories across the country in the first quarter of next fiscal, said Parle Agro director Nadia Chauhan.

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CHAPTER 2

COMPANY PROFILE

LOCATION

COMPANY NAME : SWASTIK FRUITS PRODUCT PVT.LTD

COMPANY PROFILE : SALES AND MANUFACTURER

ESTABLISHED IN : 1885

DIRECTOR : BINAY SARAWGI

MAIN OFFICE : SWASTIK HOUSE, UPPER BAZAR,

GANDHI CHOWK, MEERUT

(JHARKHAND)

MARKETING DIV : SWASTIK CHAMBERS, 3rd FLOOR,

GOPAL COMPLEX, MEERUT

MANUFACTURING UNIT/PLANT : TATISILWAI, INDUSTRIAL AREA

PHASE 2, MEERUT (JHARKHAND)

EMPLOYEE : 5000

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PRODUCT RANGE :

“FROOTI” – Mango Drink “APPY” – Apple Drink “APPY FIZZ” – Carbonated Apple Drink “BAILLEY” – Packaged Drinking Water

COMPITITERS :

MAZZA, SLICE, TROPICANA, JUMPIN, BISLERI, AQUAFINA, KINLEY

Primary Competitive Advantages

Products are manufactured under the most hygienic conditions The drinks are made available in a Tetra Pak and Pet Bottles Healthy and nutritious alternative which are also delicious Access to best quality fruits Strategically located manufacturing facilities State-of-the-art manufacturing plants An extensive distribution network

Memberships

Agricultural and Processed Food Products Exports Developments Authority (APEDA) Federation of Indian Chambers of Commerce and Industry (FICCI) Project Exports Promotion Council of India (PEPC) Federation of Indian Export Organizations (FIEO)

Standard Certification

ISO certification HACCP certification

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INDUSTRY PROFILE

About Us

A House Of Diversified Excellence

The SWASTIK GROUP renders services in the form of Consultancy. Supply of Equipments and Spares, Erection and Commissioning and operation in the following fields:

1.MiningandConstruction

  a. Open Cast Mining

Hydraulic Excavators, Rope Shovels, Blast hole Drills, Loading Equipment, Rear End dumpers, Draggles, Bulldozers, Motor Graders etc.

Coal and Mineral Preparation and Beneficiation Plants & Material Handling Equipment.

Pollution Control Equipment. Complete equipment for large Open-Pit Mining with annual productions of 10

million tons by Shovel-Hauler process or semi-continuous process.

  b. Underground Mining

Drilling, Loading, Man and Material Transportation Equipments, Under Ground Support Vehicles.

Complete projects for mining (Minerals and Metals).

2. Power Plants

Mini / Micro Hydel Power Projects. Thermal Power Projects up to 1000 MW. Hydel Power Projects up to 360 MW.

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Transmission and Distribution Equipment.

3. Materials Handling and Reduction Equipments

Cranes - EOT / HOT up to 250 MT capacity. Mobile Cranes - Tire mounted and crawler. Port cranes ( Luffing Cranes, Container Handling Cranes ). Barges, Sea going vessels. Crushers and Grinders.

4. Ferrous and Non-Ferrous Metal, Ferro- Alloys, Minerals and other metals

Aluminum, Brass, Copper, Chromium Metal, Ferro-Silicon, Rolled products, Steel, Silicon metal etc.

5. Machine Tools

Special Purpose Machine Tools. Foundry Equipments and Machines. Electrical Pneumatic and Cordless Engineering Tools. CNC Machines.

6. Forgings and Castings

Forging & Castings of Ferrous and Non Ferrous Metals, Mn Steel Casting, Liner Plates, Rolls for Rolling Mills etc.

7. Manufacturing

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Frooti

Appy Fizz

Bailley

8. Export

Commodities

Tea, Spices, Jute, Processed Food (Veg. & Fruits), Rice, Fruit Pulp & Juice, Garments, Textiles, Cosmetics, Decorative Laminates, Marble, Minerals, Granite (Polished and Unpolished) etc.

Ferrous & Non-Ferrous Metals.

Forgings & Castings.

Engineering Products.

Material Reduction Equipments.

Spares for heavy earth moving machines.

9. General Trading

Bearings, Cement, Ferrous & Non-Ferrous Metals, Gears and Speed Reducers, Lubricants, Petroleum products, rubber compounds and Chemicals. Steel, Tyres and Tube etc.

10. Electrical Equipments and Components

Transformers

Switchgears

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Motors

Luminaries

LT and HT Cables

11. Consultancy Services

We provide Engineering and Management consultancy Services for Infrastructure Projects i.e. Roads, Bridges, Ports and Harbors, Water Treatment and Distribution, Sewage treatment, Material Handling Plants, Railways, Urban development etc.

12. News

The Pioneer 'Jharkhand Edition'.

 

SWASTIK GROUPAn ISO 9001-2008

Swastik Aqua Ltd.

Swastik Coke Pvt. Ltd.

STI Marketing Pvt. Ltd.

Swastik Global Pvt. Ltd.

Swastik Softech Pvt. Ltd.

Swastik Overseas Pvt. Ltd.

 

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Swastik Forgings Pvt. Ltd.

Swastik Fruits Products Ltd.

Swastik Trades & Industries

Powermech (India) Pvt. Ltd.

High-Point Rendel ( India) Ltd.

ORGANISATIONAL STRUCTURE

An organizational structure is a mainly hierarchical concept of subordination of entities that

collaborate and contribute to serve one common aim.

Organizations are a variant of clustered entities. An organization can be structured in many

different ways and styles, depending on their objectives and ambience. ] The structure of an

organization will determine the modes in which it operates and performs.

Organizational structure types

Pre-bureaucratic structures

Pre-bureaucratic (entrepreneurial) structures lack standardization of tasks. This structure is most

common in smaller organizations and is best used to solve simple tasks. The structure is totally

centralized. The strategic leader makes all key decisions and most communication is done by one

on one conversations. It is particularly useful for new (entrepreneurial) business as it enables the

founder to control growth and development.

Bureaucratic structures

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Bureaucratic structures have a certain degree of standardization. They are better suited for more

complex or larger scale organizations. They usually adopt a tall structure. Then tension between

bureaucratic structures and non-bureaucratic is echoed in Burns and Stalker distinction between

mechanistic and organic structures. It is not the entire thing about bureaucratic structure. It is

very much complex and useful for hierarchical structures organization, mostly in tall

organizations.

Post-bureaucratic

The term of post bureaucratic is used in two senses in the organizational literature: one generic

and one much more specific . In the generic sense the term post bureaucratic is often used to

describe a range of ideas developed since the 1980s that specifically contrast themselves with

Weber's ideal type bureaucracy. This may include total quality management, culture

management and matrix management, amongst others. None of these however has left behind

the core tenets of Bureaucracy. Hierarchies still exist, authority is still Weber's rational, legal

type, and the organization is still rule bound. Heckscher, arguing along these lines, describes

them as cleaned up bureaucracies, rather than a fundamental shift away from bureaucracy.

Gideon Kunda, in his classic study of culture management at 'Tech' argued that 'the essence of

bureaucratic control - the formalisation, codification and enforcement of rules and regulations -

does not change in principle.....it shifts focus from organizational structure to the organization's

culture'.

Functional structure

Employees within the functional divisions of an organization tend to perform a specialized set of

tasks, for instance the engineering department would be staffed only with software engineers.

This leads to operational efficiencies within that group. However it could also lead to a lack of

communication between the functional groups within an organization, making the organization

slow and inflexible.

As a whole, a functional organization is best suited as a producer of standardized goods and

services at large volume and low cost. Coordination and specialization of tasks are centralized in

a functional structure, which makes producing a limited amount of products or services efficient

and predictable. Moreover, efficiencies can further be realized as functional organizations

integrate their activities vertically so that products are sold and distributed quickly and at low

cost. For instance, a small business could start making the components it requires for production

of its products instead of procuring it from an external organization.

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Divisional structure

Also called a "product structure", the divisional structure groups each organizational function

into a divisions. Each division within a divisional structure contains all the necessary resources

and functions within it. Divisions can be categorized from different points of view. There can be

made a distinction on geographical basis (a US division and an EU division) or on

product/service basis (different products for different customers: households or companies).

Another example, an automobile company with a divisional structure might have one division

for SUVs, another division for subcompact cars, and another division for sedans. Each division

would have its own sales, engineering and marketing departments.

Matrix structure

The matrix structure groups employees by both function and product. This structure can combine

the best of both separate structures. A matrix organization frequently uses teams of employees to

accomplish work, in order to take advantage of the strengths, as well as make up for the

weaknesses, of functional and decentralized forms. An example would be a company that

produces two products, "product a" and "product b". Using the matrix structure, this company

would organize functions within the company as follows: "product a" sales department, "product

a" customer service department, "product a" accounting, "product b" sales department, "product

b" customer service department, "product b" accounting department. Matrix structure is amongst

the purest of organizational structures, a simple lattice emulating order and regularity

demonstrated in nature.

Weak/Functional Matrix: A project manager with only limited authority is assigned to

oversee the cross- functional aspects of the project. The functional managers maintain

control over their resources and project areas.

Balanced/Functional Matrix: A project manager is assigned to oversee the project.

Power is shared equally between the project manager and the functional managers. It

brings the best aspects of functional and projectized organizations. However, this is the

most difficult system to maintain as the sharing power is delicate proposition.

Strong/Project Matrix: A project manager is primarily responsible for the project.

Functional managers provide technical expertise and assign resources as needed.

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ORGANISATION STRUCTURE OF COMPANY

DIRECTOR

Personal Plant Finance Marketing Logistic Dept. Manager Dept. Dept. Dept.

Personal Production Finance Marketing Logistic Manager Manager Manager Manager

Asst. personal Maintenance Account Territory Development Manager Engineer officer Manager

Staff Electrical Asst A.D.M officer Account

Laboratory staff Cashier Customer Supervisor Store supervisor Executive

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MANAGEMENT STYLE

“There will always be a need for some selling. But the aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself. Ideally, marketing should result in a customer who is ready to buy. All that should be needed is to make the product or service available.”

Peter Drucker

Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.

Autocratic

An Autocratic style means that the manager makes decisions unilaterally, and without much

regard for subordinates. As a result, decisions will reflect the opinions and personality of the

manager; this in turn can project an image of a confident, well managed business. On the

other hand, subordinates may become overly dependent upon the leaders and more

supervision may be needed.

There are two types of autocratic leaders:

The Directive Autocrat makes decisions unilaterally and closely supervises subordinates;

The Permissive Autocrat makes decisions unilaterally, but gives subordinates latitude in

carrying out their work

Paternalistic

A more Paternalistic form is also essentially dictatorial; however, decisions take into account

the best interests of the employees as well as the business. A good example of this would

be David Brent or Michael Scott running the business in the fictional television show The Office.

The leader explains most decisions to the employees and ensures that their social and leisure

needs are always met. This can help balance out the lack of worker motivation caused by an

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autocratic management style. Communication is again generally downward, but feedback to the

management is encouraged to maintain morale.

Democratic

In a Democratic style, the manager allows the employees to take part in decision-making:

therefore everything is agreed by the majority. The communication is extensive in both

directions (from subordinates to leaders and vice-versa). This style can be particularly useful

when complex decisions need to be made that require a range of specialist skills: for example,

when a new ICT system needs to be put in place, and the upper management of the business is

computer-illiterate.

Laissez-faire

In a Laissez-faire leadership style, the leader's role is peripheral and staff manage their own

areas of the business; the leader therefore evades the duties of management and uncoordinated

delegation occurs. The communication in this style is horizontal, meaning that it is equal in both

directions, however very little communication occurs in comparison with other styles. The style

brings out the best in highly professional and creative groups of employees, however in many

cases it is not deliberate and is simply a result of poor management. This leads to a lack of staff

focus and sense of direction, which in turn leads to much dissatisfaction, and a poor company

image.

Centralisation, or centralization, is the process by which the activities of an organization,

particularly those regarding planning decision-making, become concentrated within a

particular location and/or group.

In political science, this refers to the concentration of a government's power -

both geographically and politically, into a centralized government.

In neuroscience, centralization refers to the evolutionary trend of the nervous system to be

partitioned into a central nervous system and peripheral nervous system.

In business studies centralisation and decentralization is about where decisions are taken in

the chain of command.

 

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TURN OVER OF KOKAR DEPO

Year Turn over

08-09 1.62

09-10 1.96

PRODUCT AND MARKET

Product (business), an item that ideally satisfies a market's want or need.

The noun product is defined as a "thing produced by labor or effort" or the "result of an act or a process", and stems from the verb produce, from the Latin prōdūce(re) '(to) lead or bring forth'. Since 1575, the word "product" has referred to anything produced. Since 1695, the word has referred to "thing or things produced". The economic or commercial meaning of product was first used by political economist Adam Smith.

In marketing, a product is anything that can be offered to a market that might satisfy a want or need. In retailing, products are called merchandise. In manufacturing, products are purchased as raw materials and sold as finished goods. Commodities are usually raw materials such as metals and agricultural products, but a commodity can also be anything widely available in the open market. In project management, products are the formal definition of the project deliverables that make up or contribute to delivering the objectives of the project.

In general, product may refer to a single item or unit, a group of equivalent products, a grouping of goods or services, or an industrial classification for the goods or services.

Quality-Assurance

All the products of Parle Agro Pvt. Ltd. are manufactured under the most hygienic conditions. Great care is exercised in the selection & quality control of raw materials, packaging materials. Rigid quality standards are ensured at every stage of the manufacturing process. Every batch of

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drink, packaged drinking water and confectioneries are thoroughly checked by quality experts using the most modern equipment. 

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PRODUCT MIX OF SWASTIK FRUIT PRODUCT PVT. LTD.

The products manufactured by Swastik fruits product Pvt .Ltd are very limited in range as it is not independent to diversify its product when required. This is because it is a unit of Parle agro Pvt. Ltd. which supply the concentration for different brands of soft drinks.

Frooti

Bailley Packaged Water

Appy Fizz Apple juice

The chief consumers are young masses. beside direct consumers, hoteliers, restaurant owners and various soft drinks peddlers also used them. Thus it can be said that these are the product of mass consumption.

In Mumbai marketing company the head of sales & marketing department is in change of all the marketing activities i.e sales promotion, publicity, advertisement, market survey and shipping. Through his main function is to have a control of the out let distribution, sales manager is assisted by sales executives and sales supervisor.

Frooti

Appy Fizz

Bailley

Products are:-

Frooti

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Brand: FrootiPast Agency: TBWA, Everest, Percept and Grey have handled Frooti’s advertising earlier. Current agency: Since 2007, the creative duties of Frooti are being handled by Creativeland Asia.

History of Frooti:

Frooti, or Mango Frooti, as it is popularly called, is the largest-selling ready-to-consume mango drink in India. Launched in 1985, it is the flagship product of Parle Agro Pvt. Ltd. When it was launched, it took the country by storm as it was the only beverage sold in an innovative Tetra Pak packaging which was a new concept for Indian consumers.

Ever since its launch, Frooti has acquired a large market share and continues to be the most popular mango drink even today. The tagline “Mango Frooti - Fresh and Juicy” has huge brand recall value for consumers and has helped the brand strengthen and consolidate its position as the market leader.

Frooti has been a trendsetter all through its 25 years of existence. From being the first fruit drink in a Tetra Pak, to being the first in a PET bottle, Frooti has innovated all along the way. Frooti as a brand has always tried to evolve with its ever evolving consumers to be relevant to them at all times. This is what really makes Frooti one of the most trusted brands and the most preferred mango drink of India.

Current Positioning:

Madhur Pandey, Marketing Manager, Parle Agro said, “Frooti is India's legendary and iconic mango drink. When Frooti was launched in 1985, it came in as a really contemporary and youthful mango drink. Frooti was the first brand to introduce fruit drinks in tetra packs to Indian consumers. It was cool to have a Frooti. Even the imagery in Frooti commercials was way ahead of anything else the Indian society was exposed to.

In the nineties, our commercials revolved around the brand’s association with the king of fruits - Mango. Frooti commercials oozed fun and exuberance, while keeping the ‘Fresh & Juicy’ soul of Frooti intact.

As Frooti entered its second decade of existence, we realized we had to change the perception that Frooti was meant just for kids. There was a need for new positioning. Our ads then were more about making Frooti more relevant to the youth. The Yo Frooti campaign, Digen Verma and the Bindass campaign were steps in that direction. At this time, we also started conveying more of tactical communication in our ads, such as the launch of our innovative triangular packs at Rs 2.50 (‘5 ka 2’ ad), launch of Frooti in a PET bottle, launch of Frooti in a new orange packaging.

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Lately, the mango drink segment in India has expanded with the entry of many players. Being the market leader in mango drinks, it is important that Frooti stands out while also retaining the brand association with mangoes. Keeping this in mind, we have evolved Frooti’s brand communication to a new level.

Our ads are no longer meant to just create buzz, they are created keeping in mind a long term brand vision. Even the treatment of subject in the ads has also changed. Instead of a story narrated through songs and dance, our new ads are more about situations and showcasing how consumers connect with Frooti.

Frooti’s most recent ad campaign with the ‘Why grow up’ theme, lays the foundation for a long-term strategy and vision for the brand. It not only highlights the brand make-over, it also stays true to Frooti’s core mango values.

What made Frooti ads so endearing?

Pandey added, “We have never used a celebrity / brand ambassador for Frooti, yet our ads have always had tremendous mass appeal. What makes the Frooti ads so endearing is the fact that our ads have always been about mango lovers. Each ad speaks for Frooti’s brand heritage and stands for its long lasting relationship with Indian consumers. You would not find a single Frooti consumer who would not remember ‘Mango Frooti, Fresh n Juicy’. The line, popularized by the jingle in our ads is so memorable that you hum one part and someone else will complete the other.Mango lovers have always identified Frooti with mangoes. We have never had to enforce it. Over the years, Frooti has gone on to become India’s favorite mango drink.”

“We approximately spend Rs 10 crore on advertising,” Pandey said.

Changes in tag line over the years

‘Mango Frooti, Fresh n Juicy’ has remained the base tagline since the brand launch. In between, the brand has used new taglines such as:

‘Frooti - Just like that’ ‘Fresh and juicy! What a beauty! Mango Frooti!’ ‘Juice up your Life’ 

Accepting that Frooti would perhaps always be identified as ‘Fresh and juicy’, Frooti packs currently incorporate the decades-old tagline, with a minor change, saying, “Fresh ‘N’ Juicy Mango”. Even the ad plays the jingle towards the end. But Frooti’s brand communication is based around the theme of ‘Why grow up’.

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a. Appy Fizz

Appy Fizz is the product beverage of Parle agro pvt. Ltd, Mumbai, manufactured at its fMeerutse Swastik Fruits Product Private Limited, Tatisilwai. It is yellowish brown carbonated beverage with a flavor of ripe juicy apple.

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c. Bailley packaged water

Bailley Packaged Water is the product beverage of Parle agro Pvt.Ltd, Mumbai manufactured at its fMeerutse Swastik Fruits Product Private Limited, Tatisilwai. It is UV treated and ozonised.

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Various Products line

A product line is "a group of products that are closely related, either because they function in a

similar manner, are sold to the same customer groups, are marketed through the same types of

outlets, or fall within given price ranges."Many businesses offer a range of product lines which

may be unique to a single organization or may be common across the business's industry.So the

product line of the swastik fruits product pvt. Ltd. Is

PRODUCT LINE OF FROOTI AND ITS DETAIL -

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FROOTI BOTTLE/CASE COST PER PC.

MRP/CS MRP/PC

TCA 80 PCS 212.00 2.65 240.00 3.00

TCA JAR 24 PCS 60.00 2.50 60.00 3.00

200ML 24 PCS 216.00 9.00 240.00 10.00

500ML 24 PCS 540.00 22.50 600.00 25.00

1000ML 12 PCS 486.00 40.50 540.00 45.00

1500ML 08 PCS 432.00 54.00 480.00 60.00

Fig.- Product line of Frooti

Product line of Frooti

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Frooti 65 ml TCA

01

Frooti Tetra Pack 200 ml

02

 

Frooti Pet 200 ml

03

Frooti 500 ml

04

 

Frooti Pet 1000 ml

05

Frooti 1500 ml

06

PRODUCT LINE OF APPY FIZZ AND ITS DETAIL –

APPYFIZZ BOTTLE/CASE COST PER PC. MRP/CS MRP/PC

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300ML 24 PCS 432.00 18.00 480.00 20.00

500ML 15 PCS 378.00 24.33 420.00 28.00

1000ML 12 PCS 518.00 43.16 576.00 48.00

Appy Fizz 300ml Appy Fizz 500ml Appy Fizz 1000 ml

Fig.- Product line of Appy fizz

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MARKETING ACTIVITIES

Market Opportunities

Today there is a growing health and wellness consciousness among consumers and an increasing importance given to fitness and healthy lifestyle choices. Changing work and lifestyle habits leave less time for home cooking and therefore spur demand for convenience and ‘complete nutrition’ from meal replacements. There is a greater inclination to ‘self-care’ rather than ‘medicate’, a greater awareness of the ‘functional’ benefits of health beverages and a greater willingness to pay a premium for such beverages. The Rs 500 crore non-carbonated beverage market in the country is composed of fruit drinks, nectar and juices. While the fruit drink segment is estimated at Rs 250-300 crore (branded and packaged), the juice market is valued at Rs 150 crore and the nectar is a small category of about Rs 35-50 crore. And the popular brands vying for a share in the sector are Parle's Frooti, Godrej's Jumpin, Coca Cola's Maaza, Pepsi's Tropicana, and Dabur's Real, Nastle'sMilo, Soy milk from ProSoya and branded fruit juices from Surya Foods among others.

INTRODUCTION

The soft drink being a FMCG has a wider and scttered market. thus to enable concentrated effort of marketing activities in different scattered market, for effectively setting the entire market is broken into the following segments.

ROUTE MARKET:outlets in this market cater to those people who are engaged in shopping,eating,outgoing to and from work, in amusement centres etc.

HOME MARKET:outlets in this market cater to people buying predominantly for home consumption, either by case or loose bootles.

AT WORK MARKET:outlets in this market people working in office ,factories etc.an attempt is also made to make soft drinks redily and conviently available all day long while people are atively working .

2. PROMONTIONAL ACTIVITIES

Sales promotion ia key ingredient in marketing campaigns, consists of a diverse collection of incentive tools. Mostly short-term design to stimulate quicker and greater purchase of particular products or services by consumers.

To generate more sales as well as create and maintain its products swastik fruit products Pvt Ltd carried out several promotional activities and vital role in marketing.

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Swastik Fruits Product Pvt. Ltd. carried out its promotional as a control and integrated programmed of communication and material design to present its product to the prospective customers. It also helps in communicating the needs satisfying qualities of soft drinks to facilitate the sales and eventually to contribute towards the profit in long range. Several tools used by Swastik Fruit Products Pvt. Ltd for fulfilling the various purpose of its market development had been performed by us.

MARKETING STRATEGY

Strategic market is the process of communicating and sharing data between different department of an organization to collectively formulate future strategies and implement them with maximum efficiency. Strategic regarding which markets to serve and with what products; which brands to extend and at what intervals are developed. The strategic planning process helps organization view their future goals clearly. Strategic marketing planning involves planning the brand strategy, the product strategy, the sales promotion strategy, and the advertising strategy. Before developing any strategy, a firm to first to first develops a corporate mission statement which explains the business of the organization, and its customers. Established brands would need quite some time to penetrate the vast and scattered market. This activity can be started in towns and small cities on a small scale so that products become price competitive. During winter, the demand would go down but otherwise, rest of the 8-9 months would witness steady demand.

MARKET SIZE, GROWTH AND DEMAND

The total fruit beverage market is placed at Rs. 22 billion with the fruit based beverage market constituting 25% of the overall market. Thus the fruit based market has currently a potential of Rs. 5.5-6 billion. Until 3 year ago, the market which largely consisted of fruit drinks was growing at 30% due to its low base. But with the launch of new products in the niche segments like nectars and juices, the fruit drink market growth reduced to 10% as compared to 30% growth rate of juices and nectars.

The pure fruit juices segment is estimated at 100 corers and is growing at 40% growth rate while the synthetic segment is at 10% only. The per capita consumption of juice in India is estimated at 200 ml, which is expected to rise given china has attained a consumption level of 1500ml.

33

As per the study by Mckinsey and CO and CII, the market size of all fruit beverages is projected to grow very fast to Rs 20 billion level by the year 2000 from Rs 3.5 billion level currently. This figure is not inclusive of exports. The worth of tetra –pack market is currently estimated to be around Rs 400 crore , which is 10 % of the total soft drink market. At present, the tetra-pack market is growing at a rate of 10% - 12%, and in the near future companies like PepsiCo Inc. (Tropicana) are expecting a growth rate of 40%. But Godrej foods are skeptical of the growth rates and estimate it to be at 15% due to onslaught of carbonated soft drinks.

Demand and Supply

Many established brands as stated above have created awareness amongst the consumers and many of them have started switching over to fruit juice based beverages from the aerated beverages. Large companies and brands are popular in urban areas.

In- home packs do not witness any seasonality in the market and their distribution patterns remain normal throughout the year. Out of home packs like 250 ml face a lot of peaks trough and there is a lot of seasonality, which has to be looked after to manage demand and shoot profits.

Table : Demands Past & Future

Year ‘000MT

1995-96 262.0

1996-97 298.2

1997-98 340.0

1998-99 390.9

1999-00 447.6

2000-01 510.3

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2001-02 579.2

2002-03 657.5

2008-09 1143.7

2009-2010(estimated) 1343.5

From the above table, the growth in market can be seen as increasing constantly from 7 to 16% in 1999-2000. In the next six to seven years, the market is poised to grow at 20% approximately.

The fruit beverage market in the Indian continent is segmented zone-wise as follows:

Table 2: Zone wise Shares

Segment Share(%)

North India 25

East India 20

West Indies 31

South India 24

Thus the fruit beverage market has more acceptances in Northern and Western India, which is due to the climatic condition prevailing there relative to the rest of the country.

Table 3: Market Growth Rate

1990-91 – 1996-97 13.8%

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1996-97 – 2001-02 14.2%

2002-2009-10 14.%5

COMPETITORS OF FROOTI

Type Fruit juice

Manufacturer The Coca-Cola Company

Country of origin India

Introduced 1976

Variants Maaza Orange, Maaza Pineapple

Related products Slice, Frooti

Maaza is a Coca-Cola fruit drink brand marketed in India and Bangladesh, the most popular drink being the mango variety,so much that over the years, the Maaza brand has become synonymous with Mango. Initially Coca-Cola had also launched Maaza in orange and pineapple variants, but these variants were subsequently dropped. Coca-Cola has recently re-launched these variants again in the Indian market.

Mango drinks currently account for 90% of the fruit juice market in India. Maaza currently dominates the fruit drink category and competes with Pepsi's Slice brand of mango drink and Frooti, manufactured by Parle Agro.

36

While Frooti was sold in small cartons, Maaza and Slice were initially sold in returnable bottles. However, all brands are also now available in small cartons and large PET bottles. Of late, the Indian market is witnessing the entry of a large number of small manufacturers producing only mango fruit drink.

Maaza has a distinct pulpy taste as compared to Frooti and tastes slightly sweeter than Slice. Maaza claims to contain mango pulp of the Alphonso variety, which is known as the "King of Mangoes" in India.

History

Maaza was launched in 1976 in India. The Union Beverages Factory, based in the United Arab Emirates, began selling Maaza as a fMeerutsee in the Middle East and Africa in 1976. By 1995, it had acquired rights to the Maaza brand in these countries through Maaza International Co LLC Dubai. In India , Maaza was acquired by Coca-Cola India in 1993 from Parle-Bisleri along with other brands such as Limca, Citra, Thums Up and Gold Spot. As for North America, Maaza was acquired by House of Spices in 2005.

Slice -   Pure Mango Pleasure 37

Brand History

Slice was launched in India in 1993 as a refreshing mango drink and quickly went on to

become a leading player in the category.

In 2008, Slice was relaunched with a 'winning' product formulation which made the

consumers fall in love with its taste. With refreshed pack graphics and clutter breaking

advertising, Slice has driven strong appeal within the category.

Brand Advantage

With the launch of “Aamsutra” campaign in 2008 along with a winning taste & most

appealing pack graphics, Slice created disruptive excitement in the category and celebrated

mango indulgence like no other.

While other players have portrayed mango as a simple and innocent fruit, Slice celebrates

the indulgence and sensuality of consuming a Mango. The creative idea “Aamsutra”

communicates the art of experiencing pure mango pleasure through the taste of Slice.

As a first ever by any brand in the Juice and Juice Drinks Category, Bollywood’s reigning

Diva, Katrina Kaif was signed on as the Brand Ambassador on Slice.

Slice took INDULGENCE to a new level in 2009 with the launch of the ‘Slice Pure Pleasure

Holidays’, giving its consumers a chance to win luxuriant all-expense-paid holidays to their

dream European destinations like Paris, Vienna, Greece and Venice.

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Tropicana

Brand History

Tropicana was founded in Bradenton, Florida, USA, in 1947. And is now enjoyed almost

everywhere in the world. Carefully nurtured for over 50 years, it has matured into one of the

most respected beverage brands. Today it is the World's no. 1 juice brand and is available in

63 countries. Since 1998, it has been owned by PepsiCo, Inc. Tropicana Premium Gold

was re-launched as Tropicana 100% in year 2008.

Brand Advantage

It continues to select the best in fruit to craft high-quality juices, create original products,

pioneer innovative processes and explore new markets for its products. It is devoted towards

a healthful lifestyle by ensuring that the products are naturally nutritious and provide the

daily benefits that one needs.

Categories in India, Tropicana comes in 2 varieties: 100% Juices (sold as Tropicana 100%)

and Juice beverages & nectars (sold as Tropicana).

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DABUR REAL FRUIT JUICE

Real has been the preferred choice of consumers when it comes to packaged fruit juices, which is what makes India's No. 1 Fruit Juice brand. A validation of this success is that Réal has been awarded ‘India’s Most Trusted Brand’ status for four years in a row.

Today, Réal has a range of 14 exciting variants - from the exotic Indian Mango, Mausambi, Guava & Litchi to international favourites like Pomegranate, Tomato, Cranberry, Peach, Blackcurrant & Grape and the basic Orange, Pineapple, Apple & Mixed Fruit. This large range helps cater different needs and occasions and has helped Réal maintain its dominant market share.

A research conducted by Blackstone Market Facts even pointed out that Réal was preferred by over 50% of the respondents. What’s more, Réal was liked for being the better tasting juice - a category where likeability is primarily driven by taste.

Made from best quality fruits, Réal does not have artificial flavours and preservatives, and offer your kids not just great taste, but also FRUIT POWER - the power of fruits… the power to stay ahead. Loaded with the power of Vitamin C, Réal fruit juices have all the necessary nutrients that keep you active all day long.

Réal is endorsed by PFNDAI

The nutritional contents of Réal Fruit Juices & Nectars are endorsed by PFNDAI -- Protein Foods & Nutrition development Association of India.

Protein Foods Association has been in existence for about forty years. It has gained credibility in health and food professionals such as physicians, nutritionists, dieticians, food scientists and technologists, etc. as an unbiased body, almost of the stature of an NGO. Even government officials have high regards for the association. So when the association lends its logo to any product, the product is accepted by them to deliver the nutritional contents as claimed by the manufacturer.

GODREJ JUMPIN MANGO JUICE

The foods division of Godrej Industries produces and markets edible oils, vanaspati, fruit drinks,

fruit nectar and bakery fats.

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The division has two state-of-the-art manufacturing facilities: at Wadala in Mumbai, the capital

of the western Indian state of Maharashtra; and at Mandideep near Bhopal in the northern Indian

state of Madhya Pradesh. It has a national distribution network consisting of 800 distributors and

24 consignment agents. The plants are equipped with the best of modern equipment for the

processing and packaging of a wide variety of food products. These include:

The 'Jumpin' range of fruit drinks, which come in flavors such as mango, apple, pineapple and

orange. The 'Xs' range of fruit nectar (mango, litchi, sweet orange and pineapple flavors).

Tomato Puree (under the Godrej brand). Fruit pulps and juices in bulk aseptic packaging.

Godrej Industries, in keeping with the philosophy of the Godrej Group, believes that quality is

the product of a combination of man and machine. The foods division has people of outstanding

caliber to go with the modern technologies it uses. The result: the ability to deliver outstanding

products.

SWOT ANALYSIS

SWOT analysis is a strategic planning method used to evaluate

the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in

a business venture. It involves specifying the objective of the business venture or project and

identifying the internal and external factors that are favorable and unfavorable to achieve that

objective. The technique is credited to Albert Humphrey, who led a convention at Stanford

University in the 1960s and 1970s using data from Fortune 500 companies.

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A SWOT analysis must first start with defining a desired end state or objective. A SWOT

analysis may be incorporated into the strategic planning model. Strategic Planning, has been the

subject of much research.

Strengths: attributes of the person or company that is helpful to achieving the

objective(s).

Weaknesses: attributes of the person or company that is harmful to achieving the

objective(s).

Opportunities: external conditions that is helpful to achieving the objective(s).

Threats: external conditions which could do damage to the objective(s).

Planning for an enterprise is entirely based upon Strength, Weakness, Opportunity, Threat (SWOT).The SWOT is an excellent technique for strategic planning. Howard business school has been by planner all over the world first develops the technique. Such analysis helps to promote deep thinking and creative solution by highlighting the root cause of problems. SWOT analysis enable the company to choose define its wanted future.

Under SWOT analysis, Strength is any characteristic or its sub system. Which afford its distinct competitive advantage. Strength of an organization originates from its intrinsic capabilities and environment condition. Weakness arises from adverse internal and external factor. Opportunities for a firm imply the area of profitable investment these are created by growth of a country and industry. Threats results from new competition, substitute product, etc.

The Opportunity and Threats comes under external analysis and which is done through the ETOP analysis. Whereas Strength and Weakness comes under internal analysis and which is done through the SAP.

Strength, Weakness, Opportunity, Threat analysis is known as SWOT, TOWS OR WOTS-UP analysis.

SWOT analysis is the technique the actual effect of the project handed company by should be measured.

DIAGRAMETIC REPRESENTATION OF SWOT ANALYSIS

SWOT ANALYSIS

42

INTERNAL ANALYSIS EXTERNAL ANALYSIS

STRENGTH WEAKNESS OPPORTUNITY THREAT

SWOT Analysis of SWASTIK Pvt. Ltd.

STRENGTH:-

Good quality

Good distribution channel

High availability

Suitable for all users

After sales services

WEAKNESS:-

High price

Lack of promotional scheme

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OPPERTUNITIES:-

Industrial growth

Office automation

THREATS:-

Emergence of competition

Promotional schemes by the competitors

Threats from local assemblers

CHAPTER 3

Objective

To evaluate the major competitors of frooti in the market.

To determine is there is any relation between consumer’s age

group Who likes frooti and price level of frooti.

To analyze let the hypothesis for the given data is as follows:-

Ho there is no relation between price level and age groups

H1 =yes, there is relation between price level and age groups

44

To know the satisfaction level of customers about prices of frooti.

To know the how to improvement of advertising and campaign of

frooti in the market.

SCOPE OF STUDY:

The group of the area in which the study has to be done. Here the universe that I have takes

for my field survey in the Meerut city.

45

IMPORTANCE OF STUDY:

My study is beneficiary to the company and competitor as well my study will give right

information of present stats of Parle juice products

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CHAPTER 4

LITERATURE REVIEW

Industry:-The packaged fruit drink industry in India have a history of 24 years,it all started in 1984 with launch of Parle Frooti in tetra pack, but the real surge in packaged fruit drink industry came in 1996 when Dabur captured the imagination of young Indian consumer with the launch of Real Fruit juices-a new concept in the India food market. Since then the industry have been developing gradually and seeing entry of numerous new player with varied flavours and promotions to lure ever growing Indian consumers.

The branded fruit juice market in India is estimated to be worth Rs 1200 crore organized fruit beverage market (nectars, drinks and juices combined).

Juice accounts 30 %

Nectar 10 %

Fruit drinks 60 %

The segment is growing at about 30 per cent per annum ( source- fnbnews.com ).

47

This decade witnessed a major surge in the market of non carbonated beverage, as people are turning more health conscious and due to pesticide incident in carbonated drinks, the non-carbonated beverage segment has become one of the fastest growing and most exciting business at the moment. For some time now industry is in growth stage of Industry Life Cycle, this stage is marked by entry of new players like Del Monte, CavinKare Pvt Ltd (Maa Fruits Pvt Ltd. ).Manufacturers have experimented with some of the formulation and taste issues, offering the consumers better tasting, healthful alternatives i.e. product innovation which is a marked feature of growth stage. Evolving from drinks containing a hint of herbs or vitamins, beverages have become an important delivery vehicle for efficacious amounts of nutritional ingredients. Beverages are unusual products in which everyone expects to try new varieties, even from established brands. The growth stage also involves price cuts to attract new layer of price sensitive customer.

Major variant of fruit juice available in Indian market are-

1) Juice is naturally contained in fruit or vegetables. It is prepared by mechanically squeezing or macerating fresh fruits or vegetables. Juice is always 90% fruit juice.

2) Nectar is also made from fruit or vegetables but with a 25-89 % juice content and usually with added sugar. 

3) Still drinks contain 0-24 % juice content in fruit, vegetable or other flavours.

Major players in Indian fruit drink market are-

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1) Real juices from Dabur Foods2) Pepsi's Tropicana3) Jumpin, Xs from Godrej4) Frooti, N-joi from Parle Agro5) Freshgold from Surya Foods & Agro 6) Leh Berry from Ladakh Foods7) Safal juices from Mother Dairy8) Delmonte fruit drink from Bharti Del Monte9) CavinKare Pvt Ltd (Maa Fruits Pvt Ltd. )10) Coca Cola India (Minute Maid Pulpy Orange / Maaza )

49

Analyzing Bharti Del Monte on Basis of Ansoff’s Matrix

Ansoff has proposed a useful frame work for detecting new intensive growth opportunities through a four quadrant matrix.

Source- www.marketingteacher.com

Through joint venture Del Monte is selling its existing product into a new market which is a Market development strategy, while Bharti has entered a new market through new products which comes under Diversification.

Market segmentation

For a proper market strategy, the right segmentation is very important in order to identify the

right target market and positioning. Nowadays a company cannot serve all customers in a

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market, such as fruit drinks whereby there are numerous customers and each of them does

not have the same requirement. More it is too costly and require too much of resources.

Nowadays mass marketing is very difficult due to many competitions, a large number of

consumers, limited resources and numerous communication and distribution channel such as

television, radio, internet marketing and kiosk marketing. Thus companies have turn to

Micro marketing based on niche, region and individual and market segment.

Before starting segmentation of the market, we must range the consumers in a way that will

be easy to target. In a market, no consumers have the same preference. There are 3

preferences that are involved in the market:

Homogenous preferences, where all consumers tend to have roughly the same needs.

Diffused preference, whereby all consumers are scattered in terms of their preference

having different and non-similar needs.

Clustered preference, which means the market might revel different clusters called

natural market segments. For doing the right segmentation, we must take into account

homogenous preference as it is easy to target and consumer behaviour can also be

determined.

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Type of Market coverage on basis of segmentation

Assessing viable Market Segment

Segmentation is the process of dividing a market into subgroups of customers who have

almost identical means and wants. Can consumer’s behaviour be analysed? Are the

segments accessible? Do the segments differ? Can profits be made? Is there fair

competition? All these questions arise when deciding on segmenting the market

For Market segments to be viable they must be:

Measurable: Characteristics and needs of consumers can be measurable

Accessible: If Bharti Del Monte. has the necessary resources.

Substantial: The segment should be large enough so that profit can still be made in

the long run.

52

Market segment

Differentiable: Each Segment should differ in terms of responsiveness to any

marketing mix elements like price.

Actionable: There should be fair competition and effective programs can be

formulated for attracting and serving the market.

Segmentation of the consumer market can be done through:

Geographic

Psychographic

Behavioral

Demographic

Geographic segmentation

Segmenting the market in respect of nations, regions, city, density and neighbourhood.

The market of fruit juice can be segmented by density as all regions differ in the number

of customers.

Psychographic Segmentation

Market is segmented on the basis of lifestyle, personality, and values.

Lifestyles segmentation is partly based whether consumers are time or money

constrained.

Personality segmentation consists of the characteristics of the consumer, such as being

extrovert or introvert, authoritarian, ambitious and brand personality.

Marketers can also segment the market through core values, such as beliefs, attitude and

behavior.

Psychographic Segmentation of the fruit juice market can be done as the brand Bharti has

much influenced in lifestyles and personality of consumer. On the other hand, it is risky as

India has a rapid changing lifestyle and that people are give more value to money to be

influence through personality and values.

53

Behavioral Segmentation

The market is segmented based on consumer knowledge, attitude toward use of or

response to a product.

Behavioural variables are occasions, benefits, user status, usage rate, loyalty status, buyer

readiness stage and attitude.

Occasions can be used to distinguish consumers when they develop a need, purchase or

use of a product.

Benefits segmentation deals with segmenting market as per what benefit consumers

seek.

User status also can be used by determining the type of user consumers on that market,

are like non-users, ex-user, potential user, first time user and regular user

Demographic Segmentation

The market is segmented on the basis of variables like Age and Life-stage, family life

cycle, gender, income, occupation, education, religion, race, generation, nationality and

social class.

Age and life-Stage segmentation deals with segmenting the market by age group like

people less than 14.

Family life cycle segmentation provide for the market to be segmented into segments

that are related to the change in pattern of consumption as a person passes the life cycle

like adolescent to young adult or bachelor to married person.

Gender segmentation in to segment the market in term of sex whether male or female.

Income, education and Occupation segmentation deals with the segmentation of the

market by the salary earned, level of education and work of the customers.

Religion, race, generation, nationality, and social class segmentation segments the

market into group of customers having specific social background.

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Variables of segmentation feasible for Bharti Del Monte fruit drink

For the new product, segmentation’s bases that would be relevant for segmentation would be Age and life-stage, lifestyle and Benefits segmentations. Customers’ pattern of consumption differ by age like an adolescent will a buy a product depending on the amount the latter gets form his/her parent while a young adult working would not depend on his/her parent to buy a product. On the other hand customers determine their consumption pattern on the basis of their lifestyle that is whether they are culture-oriented, sport-oriented or outdoor-oriented. Moreover consumers are seeking much on the benefits offered by fruit juice like taste and quality

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CONSUMERS PURCHASING BEHAVIOUR

The availability of consumer food products in India has grown significantly since the

economic reforms beginning in 1991. Indian consumers can now purchase domestically

produced cheese, wine, potato chips, ketchup, soft drinks, candy bars, breakfast cereals, ice

cream, donuts, biscuits, frozen meats and vegetables, instant noodles, jams and jellies,

packaged grains and pulses, soups and some ready to eat packaged and frozen meals.

Availability of fresh produce is seasonal. Retail food sales in India were approximately $132

billion in fiscal year 1998 and are growing at 13 percent per year, according to the Ministry

of Finance. The retail market for fruits and vegetables has grown at over 20 percent per year

in the past few years. Retail sales of subsistence foods such as cereals, breads, pulses and

edible oils have started declining. As incomes have risen, there has been a shift in

consumption, from subsistence to higher value foods.

Many Indians are vegetarian by tradition; moreover, many can only afford a vegetarian diet.

Meat may be regularly consumed by less than 30 percent of the Indian population, due to its

higher cost and a predominance of vegetarianism and Hinduism. However, only 20 percent

of the population is strictly vegetarian. Non-vegetarians typically consume meat only once or

twice per week. Higher income consumers rely almost entirely on domestic help for their

shopping. The domestic help buys staples, vegetables, and fresh foods from local small

grocers and vendors, and other products from a variety of general merchants. The middle

56

class has diverse purchasing habits. Many families on the upper end use part-time domestic

help to do their shopping, often necessitated by a growing pattern of households with two

working parents. Many families at the lower end of the middle class continue to do their own

shopping. The poorer segments of the Indian population tend to buy basic staples with the

first part of their paychecks, which typically are distributed on the first few days of each

month. During the month, the poorer customers will buy whatever fresh foods and consumer

goods they can afford, often filling in at the end of the month with some additional staples

purchased on credit. In all classes, women do most of the shopping and make most of the

food purchase decisions. Most consumers prefer local shops to larger supermarkets because

of proximity, personal attention, and lower prices. Nearly 95 percent of consumers purchase

fresh fruits and vegetables from a local market or street vendor. Additionally, traditional

markets are considered the freshest source for foods. Indians have a strong preference for

freshly prepared foods, and most have a definite prejudice against packaged, branded, or

processed foods, believing them to be lower in flavor and nutrients. Many households will

not even reheat foods, and make only enough for one meal. This is mainly to avoid waste,

but also to ensure freshness since refrigeration is available only in wealthier households.

However, with urbanization, rising incomes, more working women, the arrival of large food

multinationals, and a proliferation of fast food outlets, acceptance of packaged food products

is increasing. Packaging of imported goods is typically better than that of domestic goods.

Also, India has many regional differences in food tastes and preferences. For example,

residents of Mumbai (formerly known as Bombay) are more willing to try new foods than

those in other Indian cities. As Mumbai is home to a more progressive and skilled labor force

than other parts of India, many multinational corporations test market new products in that

57

city. Consumer spending has grown at an average of more than 11.5% a year for more than

decade as in most developing nations, a large chunk of Indians consumer expenditure is on

basic necessities, especially food-related items. Hence it is not surprising that

food ,beverages and tobacco account for as much as 50% of consumption expenditure in

2006.the remaining 50% related to non-food items is expected to rise, due to the growth of

percapita income.

There are three significant trends in Indian retailing. First, the number of small outlets has

grown over the past few years, bucking the worldwide trend toward retail consolidation.

Second, Indian retailers have started promoting brands and using basic merchandising

techniques. Some of these stores are even charging slotting fees for shelf space. This is in

stark contrast to the small shopkeepers who paid personal attention to regular customers and

strongly influenced their buying decisions. The shopkeeper’s recommendation was important

because he often did not display all the items he stocked. Indian consumers who choose

branded foods are less likely to seek the shopkeeper’s recommendation. Lastly, retailers have

also started offering home delivery services in urban areas.

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LARGE TARGET CONSUMER BASE AND RISING INCOME LEVELS:

India population is nearly 23 per cent of the global population and is one of the most

attractive consumer markets in the world today. Income levels across population segments

have been growing in India. According to NCAER data, the consuming class, with an annual

income of US$ 980(INR 45000) or above, is growing and is expected to constitute over 80

per cent of the population by 2009-10. with the growing disposal income and the highest ever

consumer confidence levels ,Indian consumers propensity to spend is soaring.private final

consumption expenditure (PFCE) ROSE 8.3% DURING 2003-2004,the highest growth rate

in 23 years. Indians purchasing power is further fuelled by easy availability finance in the

form of loans. The increase in income levels of the Indian population and the emergence of

the consuming class that has higher propensity to spend, offers great growth opportunities for

companies across various sectors.

Growing Consuming class ( mn household- Annual Income)

97-98 2000-01 2006-20070

20

40

60

80

100

120

140

160

180

200

33 23.4 12.8

23.428.1

15.3

54.1 71.6

74.1

32.5

54.6 90.61

26

Very Rich(> $4338)Consumer($915-$4338)Climbers($449-$995)Aspirants( $327-449)Destitutes(< $327)

Source- National Council of Applied Economic Research

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Urban consumers in India have become more exposed to western lifestyles, through overseas

travel and presence of foreign media in India. For example, more than 5 million Indians

travelled abroad last year and this number is expected to increase by 15 per cent to 20 per

cent per annum. Increase in the population of working women and increasing prevalence of

nuclear doubleincome families, especially in urban areas, are other trends shaping

lifestyles.The food processing sector has been impacted by these trends as there has been an

increase in the demand for processed, ready-to-cook and ready-to-eat food. It has been

assessed by Euromonitor International, a market research company, that the amount of

money Indians spend on meals outside the home has more than doubled in the past decade to

about US$ 5 billion a year, and is expected to further double in the next 5 years. These trends

imply significant growth potential for the sector in future and add to its investment

attractiveness.

FRUIT JUICES NOW A SOCIAL DRINK -- CONSIDERING TASTE, HEALTH,

PURITY PARAMETERS

If the findings of a `usage and attitude' study conducted by market research agency Indica

Research across 1,200 adults in SEC-A and SEC-B households in Delhi and Mumbai are

anything to go by, then it's not just champagne and colas that qualify as social beverages.

Packaged fruit juices are as much recognised as social drinks now, with dominant

consumption being observed in the company of family and friends. Fruit juices are

perceived as anytime beverages, with consumption being spread more or less evenly between

the mid-mornings, afternoons and evenings. And Generation Now is as much inclined to

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sipping fruit juices as colas, with teenagers driving the maximum trials. Among packaged

fruit beverages, the `awareness to trial' ratio of PepsiCo's Tropicana juice brand has been

rated the highest. Up to 17 per cent of the respondents were aware of Tropicana, while the

brand's trial stood at 11 per cent. Also, eight per cent of the respondents stocked the brand at

their homes. Other parameters where Tropicana edged out competitors included taste, health,

purity and nutrition, according to the study. Tropicana was also perceived as `reasonably

priced'. Another interesting finding is that the average Indian may have a legendary weakness

for mango, but when it comes to preference of fruit-based juices, his choices are in tune with

international trends. Therefore, it is orange juice that is the most preferred fruit juice flavour

in India, followed by apple, sweet orange and mixed fruit. The findings indicate that most

packaged juice drinking consumers travel abroad on holidays. Other attributes of branded

juice consumers include employment of domestic help, ownership of assets and credit cards,

and health consciousness with 80 per cent respondents going to aerobic classes or working

out at gymnasiums. Understandably, awareness and trial levels of packaged juices are higher

within the SEC A category, than among SEC B consumers, the majority of whom rated these

as aspirational. While awareness levels are similar in both Mumbai and Delhi, more trials are

generated by Delhiites than their counterparts in Mumbai. As a clear indication that

consumers perceive fruit juices as a grocery purchase, 60 per cent of the respondents

consume fruit juices at home. While 55 per cent of the respondents consumed 1-litre packs at

home, 45 per cent consumed 200-ml packs. The Rs 100-crore packaged fruit juice market is

estimated to be growing at 25-30 per cent annually, with Tropicana and Dabur Foods' Real

holding 40 per cent market share each.

61

The Packaging attracts consumers

As consumer preferences in the country are shifting towards healthy, natural food products,

the demand for non-carbonated soft drinks is accelerating. In the face of increasing

competition, companies are redesigning the packages that they offer their products in. At the

same time, safety, long shelf life, convenience and economic viability are important

considerations while choosing packaging options. What are the international trends in the

packaging of fruit juices? Can any of these trends be replicated in India? Internationally, a

variety of packaging formats are being used for packaging fruit juices. One of the most

popular is aseptic cartons. This is also the most popular format in the organised juice market

in India accounting for over 60 per cent of the market. The recent entry of Mother Dairy into

this segment points to the growing popularity of this packaging format. More than anything

else the entire aseptic processing and packaging system ensures the availability of nutritious

products in safe and hygienic formats, which are also convenient to use. A look at any

market in Asia will show how aseptic packaging is growing in popularity.

62

CHAPTER 5

Research Methodology

TYPE OF RESEARCH: Descriptive Research

TYPE OF DATA COLLECTED: Primary Data

PRIMARY DATA COLLECTION METHOD: Field Survey

UNIVERSE OF THE STUDY: The group of the area in which the study has to be done. Here the universe that I have takes for my field survey in the Meerut city.

SAMPLE: It is group of people selected from the universe for the study.

SAMPLE SIZE: 200 customers in Meerut city.

SAMPLE UNIT: Customers

SAMPLING METHOD: Convenience Sampling Method

STATISTICAL TOOLS USED FOR ANALYSIS: Cross tabulation, Chi Square Test, Table, Charts, Graphs and pie- charts.

63

RESEARCH

The word research derives from the French recherche, from rechercher, to search closely

where "chercher" means "to search".

Research can be defined as the search for knowledge or any systematic investigation to

establish facts. The primary purpose for applied research is discovering, interpreting, and

the development of methods and systems for the advancement of human knowledge on a

wide variety of scientific matters of our world and the universe.

Qualitative research: Qualitative research is a method of inquiry appropriated in many

different academic disciplines, traditionally in the social sciences, but also in market

research and further contexts. Qualitative researchers aim to gather an in-depth

understanding of human behavior and the reasons that govern such behavior. The qualitative

method investigates the why and how of decision making, not just what, where, when. Hence,

smaller but focused samples are more often needed, rather than large samples. Qualitative

methods produce information only on the particular cases studied, and any more general

conclusions are only hypotheses (informative guesses). Quantitative methods can be used to

verify, which of such hypotheses are true.

Quantitative research is generally made using scientific methods, which can include:

The generation of models, theories and hypotheses

The development of instruments and methods for measurement

Experimental control and manipulation of variables

Collection of empirical data

Modeling and analysis of data

64

Evaluation of results.

Research can also fall into two distinct types:

Primary research : Primary research (also called field research) involves the collection

of data that does not already exist. This can be through numerous forms,

including questionnaires and telephone interviews amongst others. This information may be

collected in things like questionnaires and interviews. The term is widely used in market

research and competitive intelligence.

May be very expensive because many people need to be confronted.

By the time the research is complete it may be out of date.

People may have to be employed or avoid their primary duties for the duration of the

research.

People may not reply if emails or letters are used.

Secondary research: Secondary research (also known as desk research) involves the summary,

collation and/or synthesis of existing research rather than primary research, where data is

collected from, for example, research subjects or experiments. The term is widely used in market

research and in medical research. The principal methodology in medical secondary research is

the systematic review, commonly using meta-analytic statistical techniques, although other

methods of synthesis, like realist reviews and meta-narrative reviews, have been developed in

recent years. Secondary research can come from either internal or external sources. In social

sciences and later in other disciplines, the following two research methods can be applied,

depending on the properties of the subject matter and on the objective of the research.

Types of Research method

65

Descriptive Research: Descriptive research, also known as statistical research, describes data

and characteristics about the population or phenomenon being studied. Descriptive research

answers the questions who, what, where, when and how. Although the data description is factual,

accurate and systematic, the research cannot describe what caused a situation. Thus, descriptive

research cannot be used to create a causal relationship, where one variable affects another. In

other words, descriptive research can be said to have a low requirement for internal validity.

The description is used for frequencies, averages and other statistical calculations. Often the best

approach, prior to writing descriptive research, is to conduct a survey investigation. Qualitative

research often has the aim of description and researchers may follow-up with examinations of

why the observations exist and what the implications of the findings are.

TYPE OF DATA COLLECTED:

Primary data are collected by the investigator through field survey. Such data are in raw form

and must be refined before use. Collection of data is the first basic step towards the statistical

analysis of any problem. The collected data are suitably transformed and analyzed to draw

conclusions about the population.

PRIMARY DATA COLLECTION METHOD:

In primary data collection, collect the data yourself using methods such as interviews and

questionnaires. The key point here is that the data you collect is unique to our research and,

until we publish, no one else has access to it.

There are many methods of collecting primary data and the main methods include:

questionnaires

interviews

focus group interviews

observation

66

case-studies

diaries

critical incidents

Portfolios.

The primary data, which is generated by the above methods, may be qualitative in nature

(usually in the form of words) or quantitative (usually in the form of numbers or where you

can make counts of words used). We briefly outline these methods but you should also read

around the various methods. A list of suggested research methodology texts is given in your

Module Study Guide but many texts on social or educational research may also be useful and

you can find them in your library.

Questionnaires

Questionnaires are a popular means of collecting data, but are difficult to design and often

require many rewrites before an acceptable questionnaire is produced.

Advantages:

Can be used as a method in its own right or as a basis for interviewing or a telephone

survey.

Can be posted, e-mailed or faxed.

Can cover a large number of people or organisations.

67

Wide geographic coverage.

Relatively cheap.

No prior arrangements are needed.

Avoids embarrassment on the part of the respondent.

Respondent can consider responses.

Possible anonymity of respondent.

No interviewer bias.

Disadvantages:

Design problems.

Questions have to be relatively simple.

Historically low response rate (although inducements may help).

Time delay whilst waiting for responses to be returned.

Require a return deadline.

Several reminders may be required.

Assumes no literacy problems.

No control over who completes it.

Not possible to give assistance if required.

Problems with incomplete questionnaires.

Replies not spontaneous and independent of each other.

68

69

SAMPLING METHOD

Convenience Sampling Method: Convenience sampling (sometimes known

as grab or opportunity sampling) is a type of no probability sampling which involves the

sample being drawn from that part of the population which is close to hand. That is, a sample

population selected because it is readily available and convenient. The researcher using such

a sample cannot scientifically make generalizations about the total population from this

sample because it would not be representative enough. For example, if the interviewer was to

conduct such a survey at a shopping center early in the morning on a given day, the people

that he/she could interview would be limited to those given there at that given time, which

would not represent the views of other members of society in such an area, if the survey was

to be conducted at different times of day and several times per week. This type of sampling is

most useful for pilot testing. Several important considerations for researchers using

convenience samples include:

Are there controls within the research design or experiment which can serve to lessen the

impact of a non-random, convenience sample whereby ensuring the results will be more

representative of the population?

Is there good reason to believe that a particular convenience sample would or should

respond or behave differently than a random sample from the same population?

Is the question being asked by the research one that can adequately be answered using a

convenience sample?

70

STATISTICAL TOOLS USED FOR ANALYSIS

Chi Square Test: - It is a non parametric test by which we can test the difference between the expected (Hypothetical) distribution & the observed distribution across possible response categories which is present in my questionnaire.

Cross Tabulation: - It is a joint frequency distribution of observation on two or more sets of variable of my research topic.

Charts: The term "chart" as a visual representation of data has multiple meanings.

A data chart is a type of diagram or graph that organizes and represents a set of numerical

or qualitative data.

Maps that are adorned with extra information for some specific purpose are often known

as charts, such as a nautical chart or aeronautical chart.

Other domain specific constructs are sometimes called charts, such as the chord chart in

music notation or a record chart for album popularity.

Graphs: Graphs are represented graphically by drawing a dot for every vertex, and drawing

an arc between two vertices if they are connected by an edge. If the graph is directed, the

direction is indicated by drawing an arrow.

A graph drawing should not be confused with the graph itself (the abstract, non-visual

structure) as there are several ways to structure the graph drawing. All that matters is which

vertices are connected to which others by how many edges and not the exact layout. In

practice it is often difficult to decide if two drawings represent the same graph. Depending on

the problem domain some layouts may be better suited and easier to understand than others.

There are different ways to store graphs in a computer system. The data structure used

depends on both the graph structure and the algorithm used for manipulating the graph.

Theoretically one can distinguish between list and matrix structures but in concrete

applications the best structure is often a combination of both. List structures are often

71

preferred for sparse as they have smaller memory requirements. Matrix structures on the

other hand provide faster access for some applications but can consume huge amounts of

memory.

Pie- charts: A pie chart (or a circle graph) is circular chart divided into sectors, illustrating

percents. In a pie chart, the arc length of each sector (and consequently its central

angle and area), is proportional to the quantity it represents. Together, the sectors create a full

disk. It is named for its resemblance to a pie which has been sliced. The earliest known pie

chart is generally credited to William Playfair's Statistical Breviary of 1801.

The pie chart is perhaps the most ubiquitous statistical chart in the business world and the

mass media.

72

Limitation of the Survey

Few people were not responding as we expect from them and they were reacting for the

survey is conducted for false purpose.

Some of the responses might be biased.

Most of the survey was carried out in and around Meerut city.

It is wholly based on primary data.

As the time was less for conducting the survey, so the survey could not be conducted in a

large area.

73

CHAPTER 6

DATA NALYSIS

CROSS TABULATION

Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N Percent

pl * ag 200 100.0% 0 .0% 200 100.0%

price level * age group Crosstabulation

Count

age group

Total5-15 15-25 25-35 35-45

price level

very high

5 11 11 1 28

High 18 26 14 12 70

Medium 15 21 7 7 50

Low 6 14 8 4 32

very low 4 6 7 3 20

Total 48 78 47 27 200

74

Chi-Square Tests

Value dfAsymp. Sig.

(2-sided)

Pearson Chi-Square 11.764a 12 .465

Likelihood Ratio 12.311 12 .421

Linear-by-Linear Association

.150 1 .698

N of Valid Cases 200

a. 5 cells (25.0%) have expected count less than 5. The minimum expected count is 2.70.

Interpretation:- since here the significance level is 0.465 is less then 0.5.therefore Accept H0 and Reject H1. Means there is no relation between price level and age groups of customers who likes frooti.

QUESTIONAIREQ. no. 1 Type of outlet.

(a) General Store (b) Pan Shop

(c) Sweet Shop (d) Canteen.

Option No. of respondent Percentage

General Store 84 42

Pan Shop 56 28

Sweet Shop 50 25

Canteen. 10 05

75

General store Pan shop Sweet shop Canteen0

5

10

15

20

25

30

35

40

45

Percentage(%)

Percentage(%)

Interpretation-

Frooti and other soft drinks are mostly sale in the general store so we can say that the better place for improving sale is the general store and after that other place is the pan shop.

Q. no. 2 Which brand of soft drink you deal in.

(a) Frooti (b) Maaza

(c) Slice (d) Jump in

(e) Dabur Real (f) Others.

Option No. of respondent Percentage

Frooti 175 87.5

Maaza 150 75

Slice 90 45

Jump in 70 35

Dabur Real 60 30

Others 45 22.5

76

Frooti Maaza Slice Jump in Dabur Real Real0

102030405060708090

percentage(%)

percentage(%)

Interpretation-

In the outlet the mostly soft drink are available and Frooti and Maaza are the more frequent soft drink which is found and other soft drinks are available i.e. Slice, Jump in, Dabur real.

Q. no. 3 Which brand is the nearest competitor of frooti brand in your openion?

(a) Dabur Real (b) Maaza

(c) Slice (d) Jump in

(e) Others.

Option No. of respondent Percentage

Dabur Real 13 6.5

Maaza 84 42

Slice 75 37.5

Jump in 25 12.5

Others 03 1.5

77

Dabur Real Maaza Slice Jump in Others0

5

10

15

20

25

30

35

40

45

Percentage(%)

Percentage(%)

Interpretation-

According to the retailer the nearest competitor of Frooti is the Maaza and Slice. Other soft drink are the Jump in and other local fruits juice.

Q. no. 4 Which company have better distribution network.

(a) Frooti (b) Maaza

(c) Slice (d) Jump in

(e) Dabur Real (f) Others.

Option No. of respondent Percentage

Frooti 60 30

Maaza 54 27

Slice 40 20

Jump in 16 08

Dabur Real 20 10

Others 10 05

78

Frooti Maaza Slice Jump in Dabur Real Others0

5

10

15

20

25

30

Percentage(%)

Percentage(%)

Interpretation-

The distribution network of the Frooti brand is good as regards to their near competitors like Maaza and Slice. According to the retailer point of view because the manufacturing unit of Frooti is found in this state.

Q. no. 5 Which is most preferred size of the bottle by customer?

(a) 200ml (b) 300ml

(c) 500ml (d) 1000ml

(d) 1500ml (Use more than one tick)

Option No. of respondent Percentage

200ml 195 97.5

300ml 120 60

500ml 190 95

1000ml 60 30

1500ml 70 35

79

200ml 300ml 500ml 1000ml 1500ml0

102030405060708090

100

Percentage(%)

Percentage(%)

Interpretation-

According to the given data it shows that the maximum selling of the bottle and TCA pack is in 200ml, 500ml, and 1000ml. So the best preferred size is 200ml and 500ml.

Q. no. 6 Do the customer know the difference between branded and non branded soft drink?

(a) Yes (b) No

Option No. of respondent Percentage

Yes 170 85

No 30 15

80

85%

15%

Percentage(%)

YesNo

Interpretation-

In the market the maximum customer know about the branded soft drink so this is advantage for the soft drink brand in the market.

Q. no. 7 Major age group of customers who buy soft drinks?

(a) 5-15 (b) 15-25

(c) 25-35 (d) 35-45

(e) 45 above

Option No. of respondent Percentage

5-15 42 21

15-25 58 29

25-35 48 24

35-45 32 16

45 above 20 10

81

5 to 15 15 to 25 25 to 35 35 to 45 45 above

0

5

10

15

20

25

30

Percentage(%)

Percentage(%)

Interpretation-

In the market the most customer age segment is the 15 to 35. They are the prominent to visit the retail shop and purchase the soft drink. So the brand need to focus on this segment of customers.

Q. no. 8 What do you feel about the price of soft drinks

(a) Very high (b) High

(c) medium (d) low

(e) Reasonable

Option No. of respondent Percentage

Very high 24 12

High 70 35

medium 51 25.5

low 36 18

Reasonable 19 9.5

82

very high high medium low very low0

5

10

15

20

25

30

35

Interpretation-

According to the mostly retailer opinion the price of soft drink is high so the branded company need to change the price of the soft drink that helps to increase the sales.

Q. no. 9 Do you feel a price reduction will increase the sales of branded soft drinks?

(a) Yes (b) No

Option No. of respondent Percentage

Yes 145 72.5

No 55 27.5

83

73%

28%

Percentage(%)

YesNo

Interpretation-

If the price of the soft drinks will reduced then the sales will be increase as per the given data.

Q. no. 10 Which medium affect the sales most?

(a) Television (b) Magazine/Newspapers

(c) Display (d) Hoardings

(e) campaign

Option No. of respondent Percentage

Television 75 37.5

84

Magazine/Newspapers 40 20

Display 30 15

Hoardings 25 12.5

campaign 30 15

Television Magazine/Newspaper

Display Hoarding Campaign0

5

10

15

20

25

30

35

40

Percentage(%)

Percentage(%)

Interpretation-

In the given data explain that the advertising media is the most prominent than other media so we can say that for improving sale of fruit soft drink should be use this media and that will affect the sale in the market.

Q. no. 11 Do you think that aggressive advertisement further increase the sales volume of frooti?

(a) Yes (b) No

(c) No reply

Option No. of respondent Percentage

Yes 120 60

No 45 22.5

No reply 35 17.5

85

Yes No No Reply0

10

20

30

40

50

60

Percentage(%)

Percentage(%)

Interpretation-

Aggressive advertisement is the beneficial promotional activities for the sale promotion. Maximum retailer are agree from the aggressive advertisement.

Q. no. 12 What kind of promotional activities affect sales mostly?

(a) Free bottle scheme (b) Prize

(c) Discount creates (d) Others

Option No. of respondent Percentage

Free bottle scheme 86 43

Prize 45 22.5

Discount creates 55 27.5

Others 14 07

86

Free bottle scheme Prize

Discount creates Others

05

1015202530354045

Percentage(%)

Percentage(%)

Interpretation-

According to response the sale promotion is increase if the brands provide free bottle scheme in the case and also favor in the discount should provide to purchase of product.

Q. no. 13 What are your suggestion to improve the sale?

(a) New scheme (b) Advertisement

(c) Regular supply (d) Credit facilities

(e) Refrigeration system (Use more than one tick)

Option No. of respondent Percentage

New scheme 180 90

Advertisement 60 30

Regular supply 120 60

Credit facilities 90 45

87

Refrigeration system 130 65

New sc

heme

Adverti

semen

t

Regular

supply

Credit f

aciliti

es

Refrige

ration sy

stem

0102030405060708090

Percentage(%)

Percentage(%)

Interpretation-

According to retailer perception time to time new scheme should be provide and regular supply is necessary in the market that improve the sale. Company should also provide the refrigerator for the own product refrigeration.

Q. no. 14 Which company’s provide you a refrigerator?

(a) Frooty (b) Maaza

(c) Slice (d) Not anyone.

Option No. of respondent Percentage

Frooty 55 27.5

Maaza 75 37.5

Slice 50 25

Not anyone 20 10

88

Frooti Maaza Slice Not anyone

0

5

10

15

20

25

30

35

40

Percentage(%)

Percentage(%)

Interpretation-

In the market the Maaza brand is the no. one position in providing the freeze to the retail shop and Frooti is the no. two position so Frooti need to improve in providing the freeze to outlet with better service.

Q. no. 15 Are you satisfied with refrigerator by company in your outlet?

(a) Yes (b) No

(c) No reply

Option No. of respondent Percentage

Yes 115 57.5

No 45 22.5

No reply 40 20

89

Yes No No Reply

0

10

20

30

40

50

60

Percentage(%)

Percentage(%)

Interpretation-

Mostly retailers are satisfied with company provided freeze.

90

CHAPTER 7

FINDING

1. From chi square test, after processing the data we got the value the significance level is

0.465 is less then 0.5.therefore Accept H0 and Reject H1. Means there is no relation

between price level and age groups of customers who likes frooti.

2. Frooti and other soft drinks are mostly sale in the general store so we can say that the better place for improving sale is the general store and after that other place is the pan shop.

3. In the outlet the mostly soft drink are available and Frooti and Maaza are the more frequent soft drink which is found and other soft drinks are available i.e. Slice, Jump in, Dabur real.

4. According to the retailer the nearest competitor of Frooti is the Maaza and Slice.

91

CONCLUSION Other soft drink are the Jump in and other local fruits juice.

The distribution network of the Frooti brand is good as regards to their near competitors like Maaza and Slice. According to the retailer point of view because the manufacturing unit of Frooti is found in this state.

According to the given data it shows that the maximum selling of the bottle and TCA pack is in 200ml, 500ml, and 1000ml. So the best preferred size is 200ml and 500ml.

In the market the maximum customer know about the branded soft drink so this is advantage for the soft drink brand in the market.

In the market the most customer age segment is the 15 to 35. They are the prominent to visit the retail shop and purchase the soft drink. So the brand need to focus on this segment of customers.

92

RECOMMANDATION AND SUGGETION

According to the mostly retailer opinion the price of soft drink is high so the

Branded company need to change the price of the soft drink that helps to increase the sales.

If the price of the soft drinks will reduced then the sales will be increase as per the given data.

In the given data explain that the advertising media is the most prominent than other media so we can say that for improving sale of fruit soft drink should be use this media and that will affect the sale in the market.

Aggressive advertisement is the beneficial promotional activities for the sale promotion. Maximum retailer are agree from the aggressive advertisement.

According to response the sale promotion is increase if the brands provide free bottle scheme in the case and also favor in the discount should provide to purchase of product.

According to retailer perception time to time new scheme should be provide and regular supply is necessary in the market that improve the sale. Company should also provide the refrigerator for the own product refrigeration.

In the market the Maaza brand is the no. one position in providing the freeze to the retail shop and Frooti is the no. two position so Frooti need to improve in providing the freeze to outlet with better service.

Mostly retailers are satisfied with company provided freeze.

93

BIBLIOGRAPHY

Websites:

www.google.com

www.wikipedia.com

www.isource.com

www.frooti.com

Books:

Statistical Method by S.P.Gupta.

Research Methodology by C.R.Kothari.

Methodology of research in social sciences by Krishna swami.

94

ANNEXURE

QUESTIONNAIRE

Questionnaire of Survey Project on

Competitive analysis of Frooti and its Competitor in Meerut City ”

Dear sir/Madam,

I RANJIT KUMAR CHOUDHARY student of BBA (IV nd

semester), IIMS Meerut is conducting a summer internship in Swastik Fruits pvt. Ltd. Meerut as a part of our course curriculum which requires few precious and valuable minutes of yours. It is therefore my humble request to you to opine yourself through the questionnaire enclosed and provide the necessary details as required. It is assured that the information provided by you will be kept confidential and will be used for academic purpose only. Kindly give your responses to the best of your knowledge, experience and belief.

PERSONAL PROFILE

NAME: AGE:

GENDER: [ ] Male [ ] Female OCCUPATION:

ADRESS: CONTECT NO.:

95

ANNEXURE

QUESTIONAIRE

Q. no. 1 Type of outlet.

(a) General Store (b) Pan Shop

(c) Sweet Shop (d) Canteen.

Q. no. 2 Which brand of soft drink you deal in.

(a) Frooti (b) Maaza

(c) Slice (d) Jump in

(e) Dabur Real (f) Others.

Q. no. 3 Which company signage you have in your outlet?

(a) Frooti (b) Maaza

(c) Slice (d) Jump in

(e) Dabur Real (f) Others.

Q. no. 4 Which company have better distribution network.

(a) Frooti (b) Maaza

(c) Slice (d) Jump in

(e) Dabur Real (f) Others.

Q. no. 5 Which is most preferred size of the bottle by customer?

(a) 200ml (b) 300ml

(c) 500ml (d) 1000ml

96

(d) 1500ml

Q. no. 6 Do the customer know the difference between branded and non branded soft drink?

(a) Yes (b) No

Q. no. 7 Major age group of customers who buy soft drinks?

(a) 5-15 (b) 15-25

(c) 25-35 (d) 25-35

(e) 35-45 (f) 45 above

Q. no. 8 What do you feel about the price of soft drinks

(a) Very high (b) High

(c) medium (d) low

(e) Reasonable

Q. no. 9 Do you feel a price reduction will increase the sales of branded soft drinks?

(a) Yes (b) No

Q. no. 10 Which medium affect the sales most?

(a) Television (b) Magazine/Newspapers

(c) Display (d) Hoardings

(e) campaign

Q. no. 11 Do you think that aggressive advertisement further increase the sales volume of frooti?

(a) Yes (b) No

(c) No reply

Q. no. 12 What kind of promotional activities affect sales mostly?

(a) Free bottle scheme (b) Prize

(c) Discount creates (d) Others

97

Q. no. 13 What are your suggestion to improve the sale?

(a) New scheme (b) Advertisement

(c) Regular supply (d) Credit facilities

(e) Refrigeration system

Q. no. 14 Which company’s provide you a refrigerator?

(a) Frooty (b) Maaza

(c) Slice (d) Others.

Q. no. 15 Are you satisfied with refrigerator by company in your outlet?

(a) Yes (b) No

98

99