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A

RESEARCH REPORT

ON

STUDY OF HORECA AS A CHANNELWITH SPECIAL REFERENCE TO PARLE-

AGRO AT INDORE.

SUBMITTED TO

UNIVERSITY OF PUNE

FOR PARTIAL FULFILLMENT OF

MASTERS IN MARKETING MANAGEMENT

BY

RAHUL KUMAR

MMM-II

UNDER THE GUIDENCE OF

PROF. RAMKRISHNA DIKKATWAR

SINHGAD INSTITUTE OF MANAGEMENT (SIOM)

VADGAON, PUNE-0!

"0!0-"0!"

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DECLARATION

I the undersigned, hereby declare that the project report entitled STUDY OF HORECA AS A

CHANNELWITH SPECIAL REFERENCE TO PARLE-AGRO AT INDORE written & submitted by me to

the UNIVERSITY OF PUNEin partial fulfillment of the requirements the award of M#$%&' O M#'&%*+

M#+#&&+% under the guidance of P'.R#'*$/+#D*#%#'is my original work and conclusions drawn

therein are based on the material collected by myself.

P1#2&3 P4+& RAHUL KUMAR

D#%&3 SIOM, VADGAON

ACKNOWLEDGEMENT

2

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I take this opportunity and privilege to express my deep sense of gratitude to rofessor !.". "avale, #onorable

$ounder resident, %r. !rs.' (.!. "avale, $ounder (ecretary, (inhgad )echnical *ducational (ociety, une and

%r. %aniel +. enkar, %irector (I!. )hey have been a source of inspiration to me and I am indebted to them for

initiating me in the field of research.

)his report bears an imprint of few persons who directly or indirectly helped in

accomplishment of this report. I am indebted to my parents and friends who always stood behind me and

provided possible support for execution of this report.

I am also thankful to M'. S45/*'K#61& (B.D.E),has guided for the execution of the

project.

I am also thankful to P'.R#'*$/+#D*#%#'(R&$'2/ G4*5&) for his kind co-

operation and support.

P1#2&3 - P4+& DATE3 - R#/41 K4#'

CERTIFICATE

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)his is to certify that the roject /eport entitled STUDY OF HORECA AS A CHANNELS WITH SPECIAL

REFERENCE TO PARLE-AGRO AT INDORE which is being submitted herewith for the award of the

degree of M#$%&' O M#'&%*+ M#+#&&+% of UNIVERSITY OF PUNE is the result of the original

research work completed by M'. R#/41 K4#' under our supervision & guidance and to the best of our

knowledge & belief the work embodied in this roject /eport has not formed earlier the basis for the award of

any degree of similar title of this or any other 0niversity or examining body.

S*+#%4'& D*'&2%' P'.R#'*$/+#D*#%#'

(D'. D#+*&1 7. P&+#') R&$'2/ G4*5&

D#%&3

P1#2&3

PREFACE

1

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In this age of globaliation hyper competition has become a regular feature. )oday the markets are no less

then battlegrounds and one has to strive very hard for survival and growth.

%ue to very rapid industrialiation all over the world the demand for the managerial personnel and the

administrative personnel has increased. )he perfect study of !anagement involves both the theoretical as well as

practical aspects. )o survive in this highly competitive market 3ractical 4nowledge5 is as relevant as the

)heoretical.

)he significance of !!! %egree is that the )heoretical aspects, which a student learns throughout the

year in the class sessions, can be practically applied through different projects, which one undertakes. 4eeping in

tune with this doctrine, I have tried to apply theoretical aspects throughout the project, which I learned under the

course of management.

In this project more emphasie is given on the sales and promotion of various arle 6gro products to

#/*76 7hannels and its impact on /etailers buying decisions. 6ctually in recent trend to some extent this

technique also become victim of clutter, even though it can be eliminated by generating innovative and more

attractive tools to lure the /etailers.

"ow a day all companies considering sales promotion as an important part of their marketing strategy.

$rom the analysis of survey it becomes clear that consumers do response to the sales promotion campaign, but

there are customers who strongly prefer to stick to brand name.

SIOM RAHUL KUMAR

VADGAON

E8ECUTIVE SUMMARY

)his term #/*76 is used in the"etherlandswhere it is thought to have originated, though it is also used in

(pain, ortugal, 8elgium, /omania and international beverage companies specialiing in this sector.

9

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HR&C# is an iconic business term which primarily refers to a sector of the food service industry, to

establishments which prepare and serve food and beverages. )he term is a syllabic abbreviation to the

words Htels & R&staurant C#tegory but to some it also may mean #otel:/estaurant:7af; or

#otel:/estaurant:7aterer, or #otel:/estaurant:7anteen'.

7hannel !anagement.

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1 7ompany rofile DG-

9 /esearch !ethodology 1-1C

F %ata 6nalysis and Interpretation 1D-9G

G $inding 9E

E /ecommendation 9B

B 7onclusion FC

DC Aimitation FD

DD 8ibliography F2

D2 6nnexure F-FG

G

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CHAPTER-I

I+%'542%*+ % %/& T9*2

7hannel !anagement.

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D. G#1$.%efine the specific goals you have for each channel segment. 7onsider your goals for the channel

as a whole as well as individual account. 6nd, remember to consider your goals for both acquisition and

retention.

2. P1*2*&$.7onstruct well-defined polices for administering the accounts within this channel. 8e sure to

keep the unique characteristics of each segment in mind when defining policies for account set up, order

management, product fulfilment, etc.

. P'542%$.Identify which products in your offering are most suited for each segment and create

appropriate messaging. 6lso, determine where your upsell opportunities lie.

1. S#1&$:M#'&%*+ P''#$.%esign support programs for your channel that meet )#*I/ needs, not what

your idea of their needs are. )o do this, you should start by asking your customers within this segment,

3how can we best support you in the selling and marketing of our products@5 )hat being said, the standard

considerations are product training, co-op advertising, seasonal promotions, and merchandising. 6gain,this is not a one-sie fits all, so be diligent about addressing this segment=s (*7I$I7 needs in these

areas.

%efining a channel management strategy for each segment allows you to be more effective within each segment,

while gaining efficiency at the same time. (till, maintaining brand consistency across all channel segments is

critical to your long-term success. (o find a good balance between customiation and brand consistency and

you=ll be on your way to successful channel management.

7hannel !arketing is often at odds with a companys marketing through its direct field force and direct-to-

customer marketing efforts. (ince any of the companys channel members also called channel players' often

carry competing product lines, many companies are exceptionally cautious when sending sales leads to its

channel members in fear that the leads may be used to promote competing products that the member may sell.

6t the same time, channel members may not trust the company. )his is often the case when a company keeps the

best customer opportunities for itself Jcherry-pickingJ' and passes along only the dregs.

)his term #/*76 is used in the"etherlandswhere it is thought to have originated, though it is also used in

(pain, ortugal, 8elgium, /omania and international beverage companies specialiing in this sector.

HR&C# is an iconic business term which primarily refers to a sector of the food service industry, to

establishments which prepare and serve food and beverages. )he term is a syllabic abbreviation to the

words Htels & R&staurant C#tegory but to some it also may mean #otel:/estaurant:7af; or

#otel:/estaurant:7aterer, or #otel:/estaurant:7anteen'.

HOTELS

6commercial establishmentproviding lodging, meals, and other guestservices. In general, to be called a hotel, an

establishment must have a minimumof six letting bedrooms, at least three of which must

B

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have attachedensuite'privatebathroom facilities.6lthough hotels areclassifiedinto (tar categories D-(tar to 9-

(tar', there is no standardmethodof assigning these ratings,

andcompliancewith customaryrequirementsis voluntary. 6 0( hotel with a certain rating, for example, is may

look very different from a *uropean or 6sian hotel with thesamerating, and would provide a

different levelofamenities,rangeof facilities, andqualityof service. Khereas

hotelchainsassureuniform standards throughout, non-chain hotels even within the samecountry' maynotagreeon the same standards. In Lermany, for example, only about Cpercentof the hotels choose

tocomplywith theprovisionsof therulesestablished by the Lerman #otels & /estaurantsassociation. 6lthough

bothK)and I(have been trying to persuade hotels to agree on some minimum requirements as world-

widenorms, the entire membershipof the aris-basedInternational#otel & /estaurant I#&/6'opposesany

such move. 6ccording toI#&/6, to harmonie hotel classificationbased on a singlegrading which is uniform

across nationalboundaries' would be an undesirable and impossible task. 6s a roughguideH 6 D-(tar

hotelprovidesa limitedrange of amenities and services, but adheres to ahighstandard of facility-wide

cleanliness. 6 2-(tar hotel provides goodaccommodationand better equipped bedrooms, each with

atelephoneand attached private bathroom. 6 -(tar hotel has more spacious rooms and addshigh-class

decorations and furnishings and color)M. It also offersone or morebarsor lounges. 6 1-(tar hotel is much more

comfortable and larger, and providesexcellentcuisine tabled=hNtel and a la carte',room service, and otheramenities. 6 9-(tar hotel offers most luxuriouspremises, widest range of guest services, as well as

swimmingpooland sport and exercisefacilities. )he fficial#otel Luide published in the 0(, and

followed worldwide' has its ownclassification schemethatrankshotels in nine categories as D' !oderate

)ourist7lass, 2' )ourist 7lass, ' (uperior )ourist 7lass, 1' !oderate $irst 7lass, 9' Aimited (ervice $irst

7lass, F' $irst 7lass, G' !oderate %eluxe, E' %eluxe, and B' (uperior %eluxe.

)he Indian #ospitality (ector is witnessing one of its rare sustained growth trends. #otel industry is inextricable

linked to the tourism industry and the growth in the Indian tourism industry has fuelled the growth of Indian

#otel Industry.

6 major reason for the demand for hotel rooms is the underlying boom in the economy, particularly the growth in

the information technology enabled services and information technology industries. /ising stock indices and new

business opportunities are also attracting foreign institutional investors, funds, equity and venture capitalist.

)he financial year 2CCE O CB was an unforgettable one for the Indian tourism industry with the !umbai terror

attacks and the global economic downturn affecting the industry=s performance. )he #otel Industry, too, observed

an overall decline in occupancy and revenue in most cities in India.

)he market sie of #otel industry has more than doubled from about 0(% D billion in 2CC1 to 0(% 2. billion in

2CCE. It is estimated that India is likely to have around 1C international hotels brands by 2CDD.

)he growth of the #otel Industry is largely due to the rising business opportunities, strong economic performance

and cross border investments. India has currently base of DDC,CCC hotels rooms and still face the shortage of

D9C,CCC rooms. )here is a mismatch between demand and supply, leading to higher occupancies and average

room rates.ccupancy rates across India have improved from 92 per cent in DBBB to FG per cent in 2CCG-2CCE. 6verage

/oom /ates across cities have improved from 0(% 9D.F to 0(% GF.1 in the same period.

%espite the global economic recession, foreign tourist arrival increased to 9.G million in 2CCE from 1.BE million

in 2CCG.

RESTAURANTS

*stablishment where refreshments or meals are served to paying guests. )hough inns and taverns served simple

fare to travelers for centuries, the first modern restaurant where guests could order from a varied menu is thought

to have belonged to 6. 8oulanger, a soup vendor who opened his business in aris in DGF9. )he sign above his

DC

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door advertised restoratives, or restaurants, referring to his soups and broths. 8y DEC1 aris had more than 9CC

restaurants, and $rance soon became internationally famous for its cuisine. ther *uropean restaurants include

the Italian trattorie, taverns featuring local specialtiesP the Lerman Weinstuben,informal restaurants with a large

wine selectionP the (panish tapas bars, which serve a wide variety of appetiersP and thepublic housesof

*ngland. 6sian restaurants include the +apanese sushi bars and teahouses serving formal 4aiseki cuisine as well

as the noodle shops of 7hina. !ost 0.(. restaurant innovations have revolved around speed. )he cafeteriaoriginated in (an $rancisco during the DE1B gold rushP cafeterias feature self-service and offer a variety of foods

displayed on counters.

)he %ifferent )ypes and 7oncepts of /estaurants

)he core menu concept is the main product line of your menu Italian food, hamburgers, etc.' and this will define

your decor, ambience, and style of your restaurant establishment.

/estaurants are generally classified into three groupsH

D. Quick (ervice - 6lso known as fast-food restaurants. )hey offer limited menus that are prepared quickly. )heyusually have driven-thru windows and take-out.

2. !id-scale - )hey offer full meals at a medium price that customers perceive as Jgood value.J )hey can be full

service, buffets or limited service with customers ordering at the counter and having their food brought to them.

. 0pscale - ffer high quality cuisine at a high end price. )hey offer full service and have a high quality of

ambience.

A$*#+ R&$%#4'#+%- specialies in cuisine from the 6sian region

B'#$% R&$%#4'#+% - specialies in providing breakfast for at least F days per week

BYO R&$%#4'#+%- /estaurants and bistros which do not have a liquor license

C#$4#1 D*+*+- ffer comfortable atmospheres and have mid-range prices.

C/*+&$& R&$%#4'#+%- specialies in 7hinese cuisine

C&& S/9 - provides daytime only, coffee, tea and casual meals

CATERING

*vents range from box-lunch drop-off to full-service catering. 7aterers and their staff are part of

the foodserviceindustry.

Khen most people refer to a JcatererJ, they are referring to an event caterer who serves food with waiting staff

at dining tablesor sets up a self-servebuffet. )he food may be prepared on site, i.e., made completely at the

event, or the caterer may choose to bring prepared food and put the finishing touches on once it arrives.

DD

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)he event caterer staffs are not responsible for preparing the food but often help set up the dining area. )his

service is typically provided atbanquets, conventions, and weddings. 6ny event where all who attend are

provided with food and drinksor sometimes only hors doeuvresis often called a catered event.

!any events require working with an entire theme or color scheme. 6 catering company or specialist is expected

to know how to prepare food and to make it attractive. 6s such, certain catering companies have moved toward a

full-servicebusiness modelcommonly associated with event planners. )hey take charge of not only food

preparation but also decorations, such as table settings and lighting.

)he trend is towards satisfying all the clients senseswith food as a focal point. Kith the correct atmosphere,

professional event caterers with experience can make an event special and memorable.

8eautifully prepared food alone can appeal to the senses of taste, smell, and sight - perhaps even touch, but the

decorations and ambiance can play a significant part in a successfully catered event.

7atering is often sold on a per-person basis, meaning that there is a flat price for each additional person.

#owever, things like lighting and fire permits are not scaled with the guest count, so per-person pricing is not

always appropriate. It is necessary to keep the cost of the food and supplies below a price marginin order to

make a profit on the catering.

6s many others in the food service industry, caterers and their staff work long hours. It is not uncommon for them

to work on holidays or G days a week during holiday event seasons.

6ll this together consist of #/*76 7hannels.

D2

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OB7ECTIVES OF THE STUDY3-

6n objective is the most important part of a research .)he objective is the bull=s eye, which a researcher

has to hit. )he objective determines the path on which a researcher has to walk on, and help him:her by not

detaining from the path.

)his /esearch as per scheduled under syllabi has been laid main emphasis on getting aware with practical

environment of an organiation and specifically with the concerned department related to the specialiation.

)here are certain sequentially laid down objectives stated as under-

D' )o collect the feedback and perception from the /etailer towards various arle-6gro olicies such as

ricing, %istribution, 6dvertisement, roduct: 8rand preference amongst the channel.

2' )o evaluate the major competitors of arle 6gro roducts in the market.

' )o evaluate the market segmentation for $rooti.

1' )o evaluate the perception of the /etailer=s by rating all the products of the company.

D

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NEED OF STUDY3-

)o analye companies perception toward comparing #otels, /estaurants and 7aterers.

)o identify the different ways, /e-enforce and make improvement if any, respected to ultimate Lrowth.

)o increase sales of arle 6gro roducts.

)o cope up with competition.

)o avoid advertising clutter.

D1

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SCOPES OF THE STUDY3-

PRODUCT SCOPE3 -)he project is only for arle-6gro vt. Atd. roducts.

GEOGRAPHIC SCOPE3 - )he project was conducted for the Indore region only.

DATA SCOPE3 - %ata is collected from the /etailers.

SAMPLE SI;E3 - #ere I have considered BC (amples.

D9

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CHAPTER-II

DF

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arle roducts vt . Atd based in !umbai, India has been India s largest manufacturer of

biscuits and confectionery, for almost EC years. !akers of the worlds largest selling biscuit,

arle-L, and a host of other very popular brands. Its reach spans even to the remotest villages

of India. !any of the arle products - biscuits or confectioneries, are market leaders in their

category and have won acclaim at the !onde (election, since DBGD. Kith a 1CR share of the

total b iscuit market and a D9R share of the to tal confect ionery market in India, arle has

grown to become a multi-million dollar company.arle 6gro is a food and beverage company

based in !umbai, India. arle is a leading Indian $ood and 8everage 7ompany, the onlyIndian transnational giant with the past experience of having successfully launched leading

soft drink brands like 3$rooti, 6ppy, (aint +uice, "-+oi and 8ailley5. )oday its brand portfolio

consists of "o. D brands l ike $rooti along with 6ppy, (aint +uice, "-+oi and 8ail ley. arle

agro was the f irst to identify the dormant mango segment in India and launch India=s f i rst

nat ional !ango drink - $rooti !ango. )oday $rooti has an E9R market in the $ruit %rink

segment. )oday, the arle Lroup turnover is over /s.FCC crore with group strength of over

DCCC employees, including over 1CC professionals.

*ntered into snacks and confectionery business recently 2CCE-CB'

-#eadquartersH !umbai

-6nnual turnoverH /s. DCCC 7r

-D2 company-owned factories across India

-/eaches out to around 9 Aakh outlets across India.

DG

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MISSION3

3Ke will be the leaders in our business by O maintaining high quality, introducing new and

innovative products, reaching every part of India, remaining customer-centr ic, constantly

upgrading our knowledge and skills.5

3)o provide consumers superior, wholesome agro based food and drink bands through

which arle can build a profitableP growth oriented organiation.5

HISTORY3

In DB2B a small companyby the name of arle products emerged in8ri t ish dominated India.

)he intent was to spread joy and cheer to children and adults alike, all over the country with

its sweets and candies.)he company knew that it wouldnt be an easy task, but they decided to

take the brave step. 6 small factory was set up in the suburbs of !umbai, to manufacture

sweets and toffees. 6part from the factories in !umbai and 8angalore arle also has factories

in 8angalore arle also has factories in 8ahadurgarh in#aryana and "eemrana in /ajasthan,

which are the largest b iscuit and confect ionary plants in the country.6ddit ionally, arle

products alsohave G manufacturing units and 9D manufacturingunits on contract.

OB7ECTIVE3 -

)o build successful channel relationships vendor topartner'

)o assess the critical success factors when sellingthrough distributors

)o outline terms and conditions for establishingpartnerships

)o integrate sales and marketing objectives

)o create and understand a channel plan

)o ensure that products has availability, visibility andfreshness

NATURE OF ORGANI;ATION

DE

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J6/A* 6L/5 is a t rusted name in the Indian beverage industry and has been refreshing

India since more than two decades with leading brands like $rooti, 6pply 7lassic, 6pply $i,

8ail ley, (ain t +uice, and A!" & recent ly launched Lrappo $ i . arle 6gro vt ., A td.

manufactures, d istr ibutes, sel ls, and exports fru it drinks in India and in ternationally. )he

company offers f rui t and mi lk d r inks , packaged water, and apple and mango dr inks in

polyethylene terephthalate *)' bottles, containers and tetra packs. )he company also

operates a health and fitness studio for woman. )he company distributes its products through

franchisees. arle 6gro vt., Atd. was founded in DBE9 and is based in !umbai, India.

arle 6gro has been a trusted name in the beverage industry providing wholesome and healthy

agro-based drink brands. It has successfully launched some of Indias leading beverages like

$rooti, 6ppy and "-+oi, and packaged drinking water, 8ailley, over the last two decades.In a

country where health consciousness is growing at a rapid pace, arle 6gro, with its numerous

fruit-based drinks, has struck a chord with the masses. It brings to the consumers the magic of

premium quality fresh fruit drinks conveniently packed and available all through the ye ar.

$ruit beverages are wholesome, easy to digest , h ighly refreshing with natural nutr i t ional

values as compared to synthetic and aerated drinks. arle 6gros $rooti is Indias first national

mango drink. )he mango segment is B9R of the Indian fruit drink market and $rooti has E9R

market share in the tetra pack segment. !ade from fresh and premium Indian mangoes, $rooti

has grown to be one of Indias top 9C most trusted brands. Khen arle 6gro launched "-+oi

with real fruits and fresh milk, i t not only launched a new healthy beverage, but also created a

whole new category in India. )he milk shake claims to contain no preservatives and is full of

nutr i t ional goodness. I t =s del icious f i l ler and apt quick refreshing nourishment for today s

hectic stressful life.

ORGANI;TIONAL STRUCTURE

6n '#+*

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branch, department, workgroup and individual. Individuals in an organiational structure are normally hired

under time-limitedwork contractsor work orders,or underpermanent employmentcontracts or program orders.

TERRITORY DESIGN

8usiness of arle 6gro Is divided into following formsH

D.' Leneral retail

2.' !odern )rade

.' #o/e7a

1.' Institutional

arle 6gro has divided its 7hannel partners into categoriesH-

2C

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D.' Leneral )rade

a.' remium %istributor

b.' "ormal %istributor

2.' !odern /etail

.' #/*76 & Institutional

PARLE AGRO PRODUCTS

arle 6gro vt. Atd operates under three business verticalsH S 8everages O fruit drinks, nectars, DCCR

+uice, sparkling drinks S Kater O ackaged %rinking Kater S $oods O confectionery, snacks

2D

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!. BEVERAGES -

F'%*3Aaunched in DBE9 as a mango drink, $rooti is the first beverage to be launched in tetra packaging in India.

$rooti is India=s favorite !ango drink and is ranked amongst the most trusted brands in numerous national

surveys.

A99= C1#$$*23Aaunched in DBEF as apple nectar and originally available in a white tetra pack with an apple and

leaf graphic, today it comes in black tetra packaging. 6ppy remains the first apple nectar to be launched in India.

A99= F*

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H*993#I is a baked snack with the goodness of wheat. It is available in seven flavors from around the world

- Italian ia, 7hinese !anchurian, #ot-n-(weet )omato, )hai 7hili,

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I t is the f lagship brand of arle agro. I t was in troduced in DBE9 and i t was the f irst $rui t

%rink to be in troduced in India. !ango - India=s nat ional and most premium frui t was a

vir tual ly untapped segment unti l the year DBE9, which saw the launch of $rooti !ango in atrendy convenient tetra-pack. $rooti !ango is arle 6gro=s flagship brand and India=s leading

fruit drink with an E9R market share. "ow, $rooti also comes in *) bottle packing. $rooti is

l ike an Indian ambassador and is a hot favori te not only in India but al l across the world .

$rooti is the first tetra pack fruit juice in India. Aaunched in DBE1, $rooti still holds a dominant position in the

/sCC crore tetra pack fruit juice )$+' market. $rooti over these years have carved out a niche for itself in the

market.

C/#+&$ *+ %# 1*+& ?&' %/& ='$

M#+ F'%*, F'&$/ + 74*2=@ /#$ '*+&5 the base tagline since the brand launch. In between, the brand has

used new taglines such asH

T$rooti - +ust like that=

T$resh and juicy? Khat a beauty? !ango $rooti?=

T+uice up your Aife=

6ccepting that $rooti would perhaps always be identified as T$resh and juicy=, $rooti packs currently incorporate

the decades-old tagline, with a minor change, saying, 3$resh T"= +uicy !ango5. *ven the ad plays the jingletowards the end. 8ut $rooti=s brand communication is based around the theme of TKhy grow up=.

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roduct line of $rooti

F'%* 1 TCA

CD

F'%* T&%'# P#2 "00 1

C2

F'%* P&% "00 1

C

F'%* 00 1

C1

F'%* P&% !000 1

C9

F'%* !00 1

CF

". BAILLEY AUA3

29

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It is a mineral water and was launched in the year DBB. It is one of the first brands to get an

I(I cert i f icat ion. 8ail ley conforms to str ingent 8I( "orms. I t undergoes 9D quali ty control

tests includes 2 chemical tests , B microbiological tests and DC physical tests and meets

international standards laid down by K#, 0($%6, $6.

arle 8ail ley 6qua is unique because i t has the same consistent taste across India. )his is

because of the unique purifying processing sys tem, which removes all minerals and salts and

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

body. 8ailley 6q ua is purified with chemical free natural 0.M. )reatment.

. N-7OI3

arle 6gro entered the dairy segment with the launch of "-+I. "-+oi is India=s first real fruit

and dairy fresh milk drink. I t contains orchard fresh pulp of mango : s trawberry and dairy

fresh healthy low fat cow=s milk. It=s full of natural goodness and wholesomeness. "-+oi is

nutr i t ious f i l ler and a del icious smooth frui t and milk drink. "-+oi !ango with dairy fresh

milk and "-+o i s t rawberry wi th dai ry f resh mi lk have been ra ted as the !ost Innovat ive

products in the 8everage Industry.

. APPY3

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6n apple drink from arle, it=s available in a sleek, international pack. )he brand has been

positioned as the champagne of apple drinks due to its unique richness of taste. 0nlike

ordinary apple drinks, 6ppy spells style and exclusiveness which makes it a party favorite in

the upper crust of the society. 6ppy is made from freshly picked ripe apples sourced from the

rich natural environs of #imachal radesh. )he clear and crisp 6ppy "ectar is a premium

product available in a 2CC ml easy to pour pull-tab opening pack.

6n apple drink from arle, i t =s avai lable in a sleek, in ternat ional pack. )he brand has been

positioned as the champagne of apple drinks due to its unique richness of taste. 0nlike

ordinary apple drinks, 6ppy spells style and exclusiveness which makes it a party favourite in

the upper crust of the society. 6ppy is made from freshly picked ripe apples sourced from the

rich natural environs of #imachal radesh. )he clear and crisp 6ppy "ectar is a premium

product available in a 2CC ml easy to pour pull-tab opening pack.

2G

A99= F*

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.) SAINT 7UICES3

(aint 6pple +uice comes with the natural benefits of green apples. 7ompared to other varieties of apples, Lreen

6pples are richer in Mitamin 7 and are high on fiber content. )hey are an excellent source of potassium and

antioxidants. )he concentrate for (aint 6pple +uice is made from carefully selected green apples from the best

orchards in 6ustria and imported to India.

(aint +uice is being manufactured out of arle 6gros #yderabad plant, which has high capacity lines for

manufacturing of one liter )etra ak and economy of scale to support the new product.

(aint 6pple +uice packs are pristine white and uncluttered, featuring stunning shots of real green apples stacked

unconventionally on top of each other. )he unique and distinct packaging lends an international feel to the

product. 6vailable in D liter and 2CC ml (40s, the packs are priced at /s EC and /s D9 respectively. (aint 6pple

will be available across India with a special focus on metros, mini-metros and the top three cities of every state.

MARKET SHARE3-

$rooti has E9R market share in the tetra pack segment. Kith a 1CR share of the total biscuit market and a D9R

share of the total confectionery market in India.

arle 6gro has been a trusted name in the beverage industry providing wholesome and healthy agro-based drink

brands. It has successfully launched some of Indias leading beverages like $rooti, 6ppy and "-+oi, and packaged

drinking water, 8ailley, over the last two decades. In a country where health consciousness is growing at a rapid

pace, arle 6gro, with its numerous fruit-based drinks, has struck a chord with the masses. It brings to the

consumers the magic of premium quality fresh fruit drinks conveniently packed and available all through the

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year. $ruit beverages are wholesome, easy to digest, highly refreshing with natural nutritional values as compared

to synthetic and aerated drinks. arle 6gros $rooti is Indias first national mango drink. )he mango segment is

B9R of the Indian fruit drink market and $rooti has E9R market share in the tetra pack segment. !ade from fresh

and premium Indian mangoes, $rooti has grown to be one of Indias top 9C most trusted brands. Khen arle 6gro

launched "-+oi with real fruits and fresh milk, it not only launched a new healthy beverage, but also created a

whole new category in India. )he milk shake claims to contain no preservatives and is full of nutritional

goodness. It=s delicious filler and apt quick refreshing nourishment for todays hectic stressful life.

6ppy, another premium drink from the arle portfolio, is a deliciously light and refreshing apple drink made from

orchard fresh apples from #imachal radesh. Its a favorite with the young generation as a tasty, healthy,

nourishing drink. arle 6gro has also diversified into the fitness industry and has set up fitness centers in +uhu

and !alad in !umbai with aggressive plans to expand nationally. (ays !s. "adia 7hauhan, %irector, !arketing,

Jarle 6gro remains committed to refreshing India and constantly caters to the health and quality-conscious

consumer through newer and varied initiatives.J arle 6gro is the first to introduce fruit drink in a tetra pack in

India, the first to introduce apple nectar and the first to introduce fruit drinks in *) bottles in India and the first

to develop a real fruit and dairy fresh milk brand.

(hare in R of major players in mineral water

B*$1&'*

B#*11&= ""

A4#*+#

K*+1&=

H*#1#=# "

K*+*$/&' !.0

L2#1 !.0

2B

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Bisleri; 48%

Bailley; 22%

Aquafna; 3%

Kinley; 4%

Himalaya; 2%

Kingfsher; 2%Local; 20%

Share in % of major players of Mineral water

F'%*

O%/&' !

Frooti; 8%

!ther; "%

Market share in %

B*$24*%

$

0

O%/&' 0

C

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Biscuits; 40%

!ther; #0%

Market share in %

C+&2%*+

#'=

!

O%/&'$

$onectionary; "4%

!thers; 8#%

Market share in %

PRODUCT RANGE 3

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FROOTI M#+ D'*+

APPY A991& D'*+

APPY FI;; C#'6+#%&5 A991& D'*+

GRAPPO FI;;- C#'6+#%&5 '#9&$ D'*+

SAINT 7UICE- F'4*% 74*2&BAILLEY P#2#&5 D'*+*+ W#%&'

COMPETITORS3

!6UU6

(AI7*

!6"L (I

+0!I"

4I"L$I(#*/

#*6A)# A0(6Q06$I"6

4I"A*?# +!/)H-

#>?8 +!/)H-

>" 6.A(

0 "0 20 30 40 0 #0 0 80 &0 "00

PRODUCT SHELF LIFE

I+%&'9'&%#%*+3

It can be inferred that the most of the /etailer=s would like to sale the product with in a time period of one month.

!. H 5 =4 '#%& 2#++&5 4*2&$ #$ 29#'&5 % '&$/ 4*2&$J

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.:7*AL./) )! F(.-H

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1(*$. 9*)H :7A/)*)6

H.AL)H 5(*/K

-)A)7- -6+B!L

)A-).

A(*.)6

0 "0 20 30 40 0 #0

RETAILER INDUCEMENT FOR FRUIT 7UICES

I+%&'9'&%#%*+3

$rom the above Lraph it can be analyed that in all the segments most of majority thinks that

/etailer=s buys the product due to high medicinal value i.e.V #ealth drink.

!. O?&'#11 '#%*+ + #11 9'542% 2#%&'*&$ P#'1&-A'J

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.(6 L*K.L6

-!+. 9HA) L*K.L6

/.7)(AL

-!+. 9HA) 7/L*K.L6

.(6 7/L*K.L6

0 "0 " 20 2 30 3 40

OVER ALL RATING OF PRODUCTS

I+%&'9'&%#%*+3

$rom the above Lraph it can be interpreted that F.FF R of /etailer=s very much like the roduct as they are key

6ccounts of the company. Khereas .1 R of /etailer=s only like the product due to its brand name. !ajority of

people have neutral Ideology for the product. F.FFR of /etailer=s do not like the product due to medicinal tasteand shift of product to other brand.

SWOT ANALYSIS

S%'&+%/3

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6/A* 6gro effective growth strategy and strong distribution channel due to effective distribution model to

reach interior of the untapped market.

6 systematic, planned and quick action taken up which will lead to quick reactions by the #/*76 7hannels

ultimately is providing a competitive edge to 6/A* 6L/.

6 dedicated IntellectP !arketing and %istribution team enhances the sales of the $ruit +uices and other fmcg

products. !oreover, 6/A* has monopoly in the market

for its fruits drink $/)I. 6/A* association with the rural and retail market making the fmcg products in

reach of the common man.

W+&$$3

)he data collected cannot be considered as DCCR accurate but it is only an estimated figures gathered by the

various #/*76 7hannels in the !.. region.

)he analysis so done cannot be regarded as the final as change is the constant thing which happens.

O99'%4+*%*&$3

6 huge rural and retail untapped market can be the new platform. 8rand image of 6/A* 6L/ products and it

is the time to increase to product line by introducing other fmcg products.

T/'%$3

)hroat cut competition with epsi.co. 6nd 7oca-7ola and other Aocal products in /etail market with respect to

sales margin. "on availability of stock for /ural and /etail market. 7arriage problem hinders the distribution,

specifically in rural market.

F*+5*+$ %/& '&9'%3

urchasing power is the most important role to play with in any $!7L organiation, as per my project is

concerned it suggests that overall 1R of the /etailers who are purchasing the arle-6gro roduct are

actually spending on the product would be around /s. D9CC to /s. CCC Khile more than FFR of /etailers

spending is less than /s. D9CC. lease refer the 6nnexure for further details'

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7redit period should be taken into consideration while working out for working capital.lease refer the

table no.B for further details'

/estaurants (egment is not affected by advertising in terms of what they are offered: induced to purchase.

lease refer the table no.F & E for further details'

6s per my survey suggested that the better distribution network of arle-6gro should be enhanced to that

extent where its /etailers would reach the maximum satisfaction. lease refer the table no.2 for further

details'

arle-6gro is having the suitable distribution (trategy for hotels. 7oming to other segment it should treat

7oca-7ola as bench mark and based on that they can start distribution.lease refer the table no.2 for

further details'

7ompany wants to design a point of purchase advertising for 7aterers with respect to market

segmentation. lease refer the table no. for further details'

ush and pull is most important to understand for the company. lease refer the table no.1 for further

details'

)he existing sales promotion scheme is unable to kill the competitors. lease refer the table no.G for

further details'

7ompany is unable to create and position its brand as fruit juice for (aint +uice. lease refer the table

no.DC & D1 for further details'

#otel and /estaurant (egment is unable to fetch /etailer preference towards 7ompanies 8rands. lease

refer the table no.DD for further details'

)he roduct shelf life is less than a month, thus gives a positive sign toward rise in demand in future.lease refer the table no.D2 for further details'

GR of /etailer=s rate the product at the T6= level, i.e.V. Mery Aikely. lease refer the table no.D9 for

further details'

R&2&+5#%*+3

)he findings of the empirical study indicate that unless the brand to be promoted is in the consideration

set of the consumer, sales promotion by itself is unlikely to have any major impact. 7learly this shows

that managers need to invest into brand building exercise so that his:her brand appears in the

consideration set of the target consumers. nly after this should he spend time, money and energy on

sales promotion activities.

7oca-7ola should be treated as bench mark and based on that they can start distribution network for the

two 7hannels i.e... /estaurant and 7aterers.

6 youth centering advertisement should be done. )here should be proper mix so that the advertisement

should attract all the channels.

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(pecial schemes and work out strategy should be initialied, like meetings, shows, etcV

(ales promotion scheme should kill the nearest competitor.

7redit period for caterers should be increased.

rofit margin offered to /etailer=s should be increased in context to /estaurant segment.

7ompany should rethink over the proper positioning of (aint +uice as in trade prospective it is considered

to be health conscious drink.

)he company should think over the taste preference of its brand, due to lack in its flavor, i.e.V medicated

taste.

roper promotion of brand can increase the sale since there is positive sign of less shelf life, the product

get consumed at faster rate.

C+214$*+ %/& S4'?&=3

)he study reflects that the use of sales promotion undeniably has increased over the years in India. $uture

holds lot of promise for such schemes across wider range of product-markets. )hough arle-6gro is a

good $!7L organiation, is having a good potential in the market than to they are required to make

certain amendments in their existing products and launch a new range of products with different flavor

and taste that will help them in increasing their sales promotion, profit margin and increase their goodwill

in the market with full customer satisfaction.

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B*61*'#9/=3

BOOKS

hilip 4otler, 3!arketing !anagement5, DDthedition, earson education 6sia ublication.

7./.4othari, 3/esearch !ethodology methods & techniques5, "ew 6ge International p' ltd. ublishers,

2nd edition.

WEBSITES

httpH::www.google.com

httpH::www.yahoo.co.in

httpH:: www.infowave india.com

httpH::www.wikipedia.org

httpH::www.parleagro.com

httpH::www.slideshare.com

httpH::www.frooti.com

FC

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CHAPTER-V

UESTIONNAIRE

(ir:!adam,

I am conducting a (urvey on S%45= HORECA AS AC/#++&1 *%/ S9&2*#1 R&&'&+2&

% P#'1&-A' #% I+5'&. 4indly spare some of your valuable time to go through the

questionnaire and give your views on this )opic.

/6#0A 40!6/'

FD

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"ameH WWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWW

6ddressH WWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWW

WWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWW

7ontact "o.H WWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWW

L*"%*/H !ale $emale

urchase rderH /s WWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWW

lease tick any one of the following options from the Questionnaire'

roduct 7ategoryH

I. $rootiH

It is the most popular mango drink since DBE9, mostly popular as Xfresh n juicy.

QD.' Khich brand of soft drink you deal most in@

a' $rooti b' !aaa

c' (lice d' !ango (ip

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Q2.' Khich company have better distribution network.

a' arle agro $rooti' b' 7oco-7ola !aaa'

c' epsi7o (lice' d' thers

Q.' Khich is your primary market you cover@

a' 4ids $ont of $ruit +uice' b' )eens !ore *xperimental'

c'

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QE.' %o advertisements affect your purchases@

a'

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QD1.' Khat induces you to deal with $ruit +uices@

a' rice with quantityb' #ealth %rink c' (tatus symbol

d' )aste e' Mariety

Q.D9' verall /atings on all roduct categories of arle-6gro@

Mery likely b' (omewhat likely c' "eutral

d' (omewhat unlikely e' Mery unlikely