report on frooti

8/7/2019 report on frooti

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ACKNOWLEDGEMENT

I have received enormous encouragement and guidance from a number of people i

completing my research paper without the help of whom this work would not have been

possible .

I would like to offer special thanks to Mrs. RINALINI KAKOTI for her constant guidance and

help in the process of the project.

I am grateful to my parents for their guidance and constant support, emotionally an

financially, who cooperated with me in all possible ways the project.

I am also grateful to all of them who have helped me in filling up the questionnaire an

providing me with the necessary information required to complete the project.

Finally, I acknowledge my indebtedness to each and every person who has been associate

with the project for their help and co-operation.


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INTRODUCTION

A soft drink is a beverage, often carbonated, that does not contain alcohol. (Carbonated soft drinks are mor

commonly known as soda, pop, tonic, or soda pop in parts of the United States and Canada, or fizzy drinks in

the U.K.; sometimes called minerals in Ireland) The name "soft drink" specifies a lack of alcohol by way o

contrast to the term "hard drink". The term "drink", while nominally neutral, often carries connotations o

alcoholic content. Beverages like colas, sparkling water, iced tea, lemonade, squash, and fruit punch are amon

the most common types of soft drinks, while hot chocolate, hot tea, coffee, milk, tap water, alcohol, and

milkshakes do not fall into this classification. Many carbonated soft drinks are optionally available in version

sweetened with sugars or with non-caloric sweeteners.

OBJECTIVES OF THE PROJECT

1. To study the factors affecting Frooti in the market.

2. To study the taste and preferences of the consumer.

3. To study the market share of Frooti in t he no n-Carbonated Soft Drink (NCS D

category


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COMPANY PROFILE

PARLE AGRO PVT. LTD.

MISSION:

To provide consumers superior, wholesome agro based food and drink bands through

which Parle can build a profitable; growth oriented organization.

Parle is a leading Indian Food and Beverage Company, the only Indian transnationa

giant with the past experience of having successfully launched leading soft drink brand

like Frooti, Appy, N-Joi and Bailley. Today its brand portfolio consists of No. 1 brand

like Frooti along with Appy, N-Joi and Bailley. Parle agro was the first to identify th

dormant mango segment in India and launch Indias first national Mango drink - Froot

Mango. Today Frooti has an 85% market in the Fruit Drink segment. Today, the Parl

Group turnover is over Rs.600 crore with a group strength of over 1000 employees

including over 400 professionals.

PRODUCTS

1. FROOTI:

It is the flagship brand of Parle agro. It was introduced in 1985 and it was the first FruiDrink to be introduced in India.

2. BAILLEY AQUA:

It is a mineral water and was launched in the year 1993. It is one of the first brands to ge

an ISI certification. Bailley conforms to stringent BIS Norms. It undergoes 51 qualit

control tests includes 32 chemical tests, 9 microbiological tests and 10 physical tests an

meets international standards laid down by WHO, USFDA, PFA.

Parle Bailley Aqua is unique because it has the same consistent taste across India. This i

because of the unique purifying processing system, which removes all minerals and salt


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and puts back only exact premeasured quantities of salts and minerals necessary for th

human body. Bailley Aqua is purified with chemical free natural U.V. Treatment.

3. N-JOI:

Parle Agro entered the dairy segment with the launch of N-JOI. N-Joi is Indias first rea

fruit and dairy fresh milk drink. It contains orchard fresh pulp of mango / strawberry an

dairy fresh healthy low fat cows milk. Its full of natural goodness and wholesomeness. N

Joi is nutritious filler and a delicious smooth fruit and milk drink. N-Joi Mango with dair

fresh milk and N-Joi strawberry with dairy fresh milk have been rated as the Mos

Innovative products in the Beverage Industry.

4. APPY:

An apple drink from Parle, its available in a sleek, international pack. The brand has bee

positioned as the champagne of apple drinks due to its unique richness of taste. Unlik

ordinary apple drinks, Appy spells style and exclusiveness which makes it a party favourit

in the upper crust of the society. Appy is made from freshly picked ripe apples source

from the rich natural environs of Himachal Pradesh. The clear and crisp Appy Nectar is

premium product available in a 200 ml easy to pour pull-tab opening pack.

WHY FROOTI:

Soft drink market can be divided into two categories:-

1. Carbonated soft drink

2. Non-carbonated soft drink (NCSD).

Frooti is the market leader in the NCSD category with around 60% market share. ThNCSD market is growing but there is intense competition among the various segments in

this market. The market share of Frooti in the NCSD category is on the decline because o

the Fruit Juice Segment, which is increasing at the rate of 20% per annum along with th

sluggish growth of the Fruit drink segment. To counter this onslaught, Frooti has introduce

PET bottle packing in 250 ml, 500 ml and 1000 ml and Tetra-pack packing in 65 m


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quantity. Therefore, we have taken up this project to suggest recommendations to Parle t

increase the share of Frooti in NCSD category and to study the market response of the new

packaging of Frooti.

ABOUT FROOTI:

Mango - Indias national and most premium fruit was a virtually untapped segment unti

the year 1985, which saw the launch of Frooti Mango in a trendy convenient tetra-pack

Frooti Mango is Parle Agros flagship brand and Indias leading fruit drink with an 85%

market share. Now, Frooti also comes in PET bottle packing. Frooti is like an India

ambassador and is a hot favorite not only in India but all across the world. Frooti is the firs

tetra pack fruit juice in India. Launched in 1984, Frooti still holds a dominant position in the Rs300 cror

tetrapak fruit juice (TFJ) market. Frooti over these years have carved out a niche for itself in the market. Froo

instantly caught the fancy of Indian consumer with its tetrapak and some smart campaigns. Initially the drinwas positioned as a kids drink. The product was perceived as a healthy fruit drink by the mothers. So within

short span of time, the brand was an alternative to the unhealthy colas. The tetrapak had other benefits also

Fruit juice is a perishable product and tetrapak have extended the shelf life of Frooti because tetrapaks have

layers of paper and a plastic coating that ensured tamper proof and enhanced shelf life lured by the success o

Frooti, there was a lot of new launches in the TFJ market. Players like Godrej with Jumpin, kissan etc trie

their luck in this market but failed to dislodge Frooti. Frooti was positioned as a mango drink that is Fresh-n

juicy For over 7 years, the company promoted the product using that famous baseline. The product has trie

to create excitement in the market through a series of new variants and packing. But in late nineties the bran

was facing stagnated sales. The company tried to excite the market with an orange and pineapple variant bu

both the variant bombed. Then came the experiment with packaging. The YO! Frooti variant came with a slim

paper can aimed at the college going youth. Worried by the stagnating sales, Parle tried to reposition the brand

to appeal to youth aged between 16-21 years. The positioning changed to be more fun based. The package also

changed. The old green color of the bottle changed to brighter mango color with lot of graphics added to i

One of the most famous marketing campaigns India has witnessed took place during the repositioning. Th

campaign is the famous Digen Verma campaign. This campaign was considered as one of the mos

successful teaser campaigns in India. The campaign lasted for 15 days started in February 2001. The campaig

was about a faceless person Digen Verma. There were posters and outdoors all across the markets that ha

messages like Who is Digen verma Digen Verma was here etc. This created lot of excitement in th

market and Digen Verma became the most talked about faceless name at that time. The campaign wa


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executed by Everest communication. But the campaign was not followed up and the hype was not translated t

long term brand building. Frooti is basically a nectar based drink so it is not 100% fruit juice, it also have som

preservatives added to increase the shelf life. Although Frooti did not face much competition in the category

created, competition came from a slightly different category, 100% fruit juices. Parle saw the emergence of th

100% fruit drink market and launched Njoy brand but it did not clicked. Parle could have extended Frooti t

this market also .The brand Real from Dabur is the main player in this category. Real effectively positione

itself as a premium healthy drink for adults. Frooti was not able to appeal to adults and was considered as

mango drink while Real is not restricted to any flavour. Frooti also changed its positioning statement from

Fresh-N-juicy to Juice Up your life which has not clicked with the customers. Although Frooti enjoys

commanding (75%) market share, Frooti is facing stagnation. May be some serious steps should be taken t

increase the usage of the product. The launch of PET bottle Frooti is a step in this direction. Recently Froot

also launched a Green mango variant just to create some hype in the market. Frooti may have to repositio

itself again to appeal to cola drinkers.

INDUSTRY PROFILE

NON-CARBONATED SOFT DRINK INDUSTRY IN INDIA

AN OVERVIEW:

The non-carbonated SOFT DRINK (NCSD) sector can be classified as Fruit drinks

Nectar and Juices. The classification is based on the percentage of the fruit pulp content i

the beverage. Fruit drink has to have minimum fruit pulp content of 10%, while Necta

needs to have a minimum fruit pulp content of 25%. The total size of the branded non

carbonated beverages in the organized segment is estimated at Rs.500 crores. The Frui

drink segment is estimated at Rs.250-300 crores, while the Juice market (Branded &

Packaged) is estimated at Rs 150 crores. Nectar is a small category of around Rs 35-50

crores. In the fruit drink category, Parles Frooti, Godrejs Jumpin and Coca-Colas Maaz

and Pepsis Slice are the major brands. In the Nectar segment, the key national players are

Dabur, Godrej Xs and Parles Appy. The two key national level players in the juice segmen


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are Tropicana and Real. Real is the market leader with 55-60% market share. Tropicana ha

an estimated share of 30-35%. Several local / regional brands also exist, besides a hug

unorganized sector. The Juice category is the fastest growing segment at present, estimated

to be growing by 20-25% p.a. The fruit drinks category has also been witnessing growth o

around 5% p.a.The main reason for this growth in the NCSD Category is the change of th

consumer preference from the carbonated to the non-carbonated soft drink sector mainly du

to increasing Health Awareness among consumers and the Pesticide issue relating to Cok

and Pepsi. In the Fruit Drink segment, Frooti is the clear market leader with around 85%

market share but in the NCSD category as a whole; its share has been declining because o

the growth in Fruit Juice segment. So, with the growth of the NCSD category, Frooti has t

compete with all the segments in th is category to take a larger share o f this growth.

COMPETITORS:

The main competitors of Frooti are as follows:-

1. Maaza

2. Slice

Non CarbonatedSoft drinks

Fruit JuiceCategory

MAJORPLAYERS

Real

Tropicana

Fruit Drink Category

MAJOR PLAYERS

Frooti

Slice

Mazza

Fruit NectarCategory

MAJOR

PLAYERS

Appy


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3. Real

4. Tropicana

The nectar segment is not considered as it constitutes a small part of the NCSD

category and also, the growth i s very sluggish in this segment.

RESEARCH METHODOLOGY:

A) DATA COLLECTION

1) Primary Source

y Consumers

2) Secondary Source

y Website

y Magazines and Newspapers

B) RESEARCH INSTRUMENTS

y Questionnaire

y Personal interview

C) SAMPLING PLAN


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1) Sampling Unit : Who is to be surveyed?

y Urban Consumers

2) Sample Size: How many people to be surveyed?

y 30 Units

DATA ANALYSIS AND INTERPRETATION


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DEMOGRAPHIC PROFILE

AGE OF THE RESPONDENT

GRAPH 1 TABLE 1

GENDER OF THE RESPONDENT

GRAPH 2 TABLE 2

ANNUAL FAMILY INCOME OF THE RESPONENTS

No. ofRespondents Percent

CumulativePercent

Valid 10-20yrs 4 13.3 13.3

21-30yrs 24 80.0 93.3

31-40yrs 2 6.7 100.0

Total 30 100.0

Frequency Percent

Cumulative

Percent

Valid Male 17 56.7 56

female 13 43.3 100

Total 30 100.0


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GRAPH 3 TABLE 3

DO EVERYONE LIKE FRUIT DRINKS

GRAPH 4 TABLE 4

INFERENCE: From the above figure we can see that fruit drink is liked by all the respondents.

CONSUMERS PREFERENCE FOR VARIOUS FRUIT DRINKS

Frequenc

y Percent

Cumulati

ve

Percent

Valid below 2

lakh

9 30.0 30.0

2-4 lakh 17 56.7 86.7

4lakh &

above4 13.3 100.0

Total 30 100.0

Frequency Percent

Valid yes 30 100


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TABLE 5

Frequency Percent Valid Percent

Cumulative

Percent

Valid Frooti 10 33.3 33.3 33.3

Mazza 12 40.0 40.0 73.3

Tropicana 5 16.7 16.7 90.0

Real 2 6.7 6.7 96.7

Silce 1 3.3 3.3 100.0

Total 30 100.0 100.0

GRAPH 5

INFERENCE: From the above figure we can see that 40% of the respondents like Mazza an

33% of them like Frooti. Whereas 17% like Tropicana, 7% likes Real and only 3% of th

respondents like Slice

CONSUMERS CAME TO KNOW ABOUT FROOTI FROM


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TABLE 6


Cumulative

Percent

Valid TV Ad 23 76.7 76.7 76.7

Friends 1 3.3 3.3 80.0

Other source 6 20.0 20.0 100.0

Total 30 100.0 100.0

GRAPH 6

INFERENCE: The above graph depicts that majority of the respondents came to know abou

Frooti from TV advertisements. From other source 20% and from friends only 3.3% of them

came to know about Frooti.


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CONSUMERS FAVORIT FLAVOUR OF FROOTI

TABLE 7


Cumulative

Percent

Valid Green Mango 4 13.3 13.3 13.3

Mango 26 86.7 86.7 100.0

Total 30 100.0 100.0

GRAPH 7

INFERENCE: Majority of the respondents favorite flavor is Mango, whereas only a few

respondents like the green mango flavor.


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FROOTI IS HEALTH DRINK FROOTI IS CHILD DRINK

GRAPH 8 GRAPH 9

INFERENCE:

1.

From the graph 8 we see that majority of the respondents were not sure whether frooti ishealth drink or not. 37% of them disagrees that frooti is health drink whereas only 20%

of the respondents agrees that frooti is a health drink.

2. Again from the graph 9 we see that majority of the respondents were not sure whetherfrooti is child drink or not. 37% of them disagrees that frooti is child drink whereas only

24% of the respondents agrees that frooti is a child drink.


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AVAILABILITY OF FROOTI FROOTI SHOULD COME IN OTHER FLAVOURS

GRAPH 10 GRAPH 11

INFERENCE:

1. From the graph 10 we see that majority of the respondents (97%) agrees that frooti iseasily available in the market whereas only 3% of the respondents were not sure whethe

frooti is easily available or not.

2. Again the graph 11 depicts that majority of the respondents (60%) agrees that frootishould come in other flavors and 20% were not sure. The rest of them disagrees that

frooti should come in other flavors.


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CONSUMERS PREFERENCE OF NEW FLAVOURS OF FROOTI

TABLE 8


Cumulative

Percent

Valid Orange 16 53.3 53.3 53.3

Grape 4 13.3 13.3 66.7

Apple 6 20.0 20.0 86.7

others(strawberry) 2 6.7 6.7 93.3

original flavour 2 6.7 6.7 100.0

Total 30 100.0 100.0

GRAPH 12

INFERENCE: Majority of the respondents want (53%) Frooti to come in Orange flavor,

whereas 20% wants Apple flavor, 13% wants Grape and 7% wants other flavor like strawberry

The rest is happy with the Mango flavor.


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BRAND VALUE INFLUENCE CONSUMERS TO BUY FROOTI

GRAPH 13


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CELEBRITY ENDORSEMENT INFLUENCE CONSUMERS TO BUY FROOTI


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PAST EXPERIENCE INFLUENCE CONSUMERS TO BUY FROOTI


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FREQUENCY OF PURCHASE


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QUANTITY OF FROOTI CONSUMERS BUY MOST


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CONSUMERS PREFERENCE TO BUY SUBSTITUTE FRUIT DRINK IF FROOTI IS NOT

AVAILABLE


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DO CONSUMERS REMEMBER THE TV AD OF FROOTI


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report on frooti

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