A Minor Project Report COMPITITIVE ANALYSIS OF FROOTI & IT’S COMPITITORS Submitted in partial fulfilment of the requirements for the award of the degree of Bachelor of Business Administration (T&TM) programme of Guru Gobind Singh Indraprastha University, Delhi. Submitted To: Submitted by: Pawan S Kushwah Bharat Sharma Roll No.: 43296701715
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CCOMPITITIVE ANALYSIS OF FROOTI & IT’S COMPITITORS
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A Minor Project Report
COMPITITIVE ANALYSIS OF FROOTI & IT’S
COMPITITORS
Submitted in partial fulfilment of the requirements for the award of the
degree of Bachelor of Business Administration (T&TM) programme of
Guru Gobind Singh Indraprastha University, Delhi.
Submitted To: Submitted by:
Pawan S Kushwah Bharat Sharma
Roll No.: 43296701715
Kamal Institute of Higher Education and Advance Technology
K-1 Extension, Mohan Garden,
New Delhi – 110059
Batch (2015-2018)
DECLARATION
I hereby declare that the minor project report, entitled “COMPITITIVE ANALYSIS
OF FROOTI & IT’S COMPITITORS”, is based on my original study and has not been
submitted earlier for award of any degree or diploma to any institute or university.
The work of other author(s), wherever used, has been acknowledged at appropriate
place(s).
Place: New Delhi Candidate’s signature
Date: / / 2015 Name: Bharat Sharma
Enroll. No.: 43296701715
Countersigned
Name: Pawan S Kushwah Name: Dr. J.S. Gujral
Supervisor Director
Kamal Institute of Higher Education Kamal Institute of Higher Education
And Advance Technology And Advance Technology
ACKNOWLEDGEMENT
An independent project is a contradiction in terms. Every project involves contribution of
many people. This project also bears the imprints of many people and it is a pleasure for
me to acknowledge and thank all of them.
I am deeply indebted to Mrs. Mansha Aroa who acted as a mentor and guide, providing
knowledge and giving me his/her valuable time out of his/her busy schedule, at every
step throughout the project. It is only because of his/her this project came into being.
I also thank Prof. (Dr.) J.S. Gujral, Director of Kamal Institute of Higher Education
And Advanced Technology for providing an opportunity of doing this project under his
leadership.
I also take the opportunity to express my sincere gratitude to each and every person, who
directly or indirectly helped me throughout the project and without anyone of them this
project would not have been possible.
The immense learning from this project would be indelible forever.
Bharat Sharma
TABLE OF CONTENTSS.No. Topic Page No
1 Declaration i
2 Acknowledgement ii
3 List of Tables iii
4 List of Figures iv
5 List of Symbols v
6 List of Abbreviations vi
7 Chapter-I: Introduction
Introduction to “MARKETING STRATEGIES OF
COCA COLA”
Objectives of the study
Scope of the study
Methodology
1-9
2
4
5
6
8 Chapter-II: Conceptual Framework 10
9 Chapter-III: Summary 66
10 Bibliography 71
11 ANNEXURE 72
LIST OF TABLES
Table No. Title Page No.
1 Number of Employees in Organization ABC 5
2 9
LIST OF FIGURES
Figure No Title Page No.
1 Sales Figures of RO Water Purifier 2002-2006
45
2 52
LIST OF SYMBOLS
Table No. Title Nomenclature & Meaning
1 ∑ Sigma (Summation)
2 @ At the rate
LIST OF ABBREVIATIONS
S No Abbreviated Name Full Name
1 CRM Customer Relationship Management
2 EPS Earnings Per Share
OBJECTIVES OF THE PROJECT
To increase the market share of Frooti in the non-Carbonated Soft
Drink (NCSD) category.
To study the market response to the new packaging of Frooti
introduced by Parle.
To study the marketing mix of Frooti
To study the taste and preferences of the consumer
To give recommendations thereof.
MARKETING
Marketing is the communication between a company and the consumer audience
that aims to increase the value of the company or its merchandise, or to raise the
profile of the company and its products in the public mind. The purpose of
marketing is to induce behavioral change in the receptive audience. The American
Marketing Association has defined marketing as "the activity, set of institutions,
and processes for creating, communicating, delivering, and exchanging offerings
that have value for customers, clients, partners, and society at large."
The techniques used in marketing include choosing target markets through market
analysis and market segmentation, as well as understanding methods of influence
on the consumer behavior.
From a societal point of view, marketing provides the link between a society's
material requirements and its economic patterns of response. This way marketing
satisfies these needs and wants through the development of exchange processes
and the building of long-term relationships.
In the case of nonprofit organization marketing, the aim is to deliver a message
about the organization's services to the applicable audience. Governments often
employ marketing to communicate messages with a social purpose, such as a
public health or safety message, to citizens.
Functions of marketing are as follows:
1. Buying Function of marketing buying is the first step in the marketing
process. Proper decision about what to buy, how to buy, where to buy and
at what price to buy, must be taken after adequate and appropriate
research. Every trading concern needs efficient and economical buying to
get adequate profit.
2. Selling Functions of marketing selling involve a transfer of title of
goods to the buyer. The main aim of sale of goods is to earn the profit. The
selling function creates demand for the products and involves creation and
expansion of markets for the goods produced in anticipation of demand.
Thus selling increases profit of the business and production of goods and
services available to the consumers in the society.
3. Assembling Functions of marketing assembling means collecting goods
of similar nature from different sources of supply, at one convenient
central place for further processing or distribution. Assembling is mostly
done in case of agricultural goods. When goods are assembled at one
place, the cost of warehousing, standardizing, grading, packaging,
labelling of goods is much lesser. Demand for agricultural goods is
perennial (through the year) and thus supply is maintained throughout the
year.
4. Standardization Functions of marketing, A standard is a norm or criteria
given to a product. It is a mental process of fix standards for a given
product like size, weight, color, strength, texture, purity, durability,
performance, etc. A standard reflects the quality of the product and helps
quality control. It creates trust and confidence in the minds of customer.
Organic certification for agricultural goods and Fair-trade certification
mark for manufactured and industrials goods. Standardization is very
essential for branded goods.
5. Grading Functions of marketing, grading refer to classification of
products in different categories on the basis certain fixed standard.
Grading is a physical process. It follows standardization. Each product is
grouped or graded. It reflects a certain level of quality.
6. Branding Functions of marketing, branding means giving a name, mark,
symbol, color or a combination of these to a product. An identity of a
product is created, and a customer can distinguish the products from those
of competitor's products. Brands give an assurance of a certain level of
quality and performance of the product. Branding is a tool used to survive,
face and fight competitions.
7. Transportation Functions of marketing, transportation refers to
movement of goods and services from the place of production to the place
of consumption. It removes the problem of distance and helps in
continuous production of goods, on a large scale. It helps in expanding
markets and maintains price stability and generates employment. It also
helps in balanced development of a country.
8. Warehousing Functions of marketing, warehousing creates time utility.
Goods have to be stored after they are produced until they are consumed.
At present, the goods are produced in anticipation of demand and so the
producers store the goods systematically in warehouses until the time of
sale. Storage helps to keep the steady flow of goods throughout the year
and also maintain price stability. The producer can concentrate on
production on a large-scale and also benefit from the economics of scale.
9. Financing Functions of marketing, finance is the life blood of business,
and finance is very essential for the smooth conduct of marketing function.
At every stage, it is very important to have adequate and cheap finance.
Finance is made available through loans and advances from banks and
financial institutions.
10. Market Research Functions of marketing, modern marketing requires a
lot of information accurately, adequately and promptly to solve many
marketing problems. The study of the marketing problems enables the
seller to know when to sell, where to sell, what price to sell, who are the
competitors, etc.
The market information helps the seller to know the likes, dislikes, taste,
and preference of the customers.
SCOPE OF STUDY
To conduct this research the target population was the break down service users,
who are using break down service.
Targeted geographic area of Delhi/NCR. Sample size of 50 persons was taken.
To these 50 people a questionnaire was given, the questionnaire was a
combination of both open ended and closed ended questions.
The date during which questionnaires were filled.
Some dealers were also interviewed to know their prospective. Interviews with
the managers of break down service providers were also conducted.
Finally the collected data and information was analyzed and compiled to arrive at
the conclusion and recommendations given.
RESEARCH METHODOLOGY
Research design
The Research available is descriptive so as to describe the complete qualities of services
available in market. It is overall operation pattern or frame work of the project that
stipulates what information is to be collected from which source and by what procedure.
Sources of Data collection
To do a research always we use two sources of data collection i.e. Primary and Secondary
Primary Source:
The primary data has been collected simultaneously along with the secondary data for
meeting the established objectives to provide in solution for problem identified in the
study. It is the source which collects the primary data through Questionnaire and record
the raw data for further analysis, Primary source is used by the face-to-face survey with
the customers of the company.
Secondary Source:
Secondary data, is the data collected by someone other than the user. Secondary data
analysis saves time that would otherwise be spent collecting data and, particularly in the
case of quantitative data, provides larger and higher-quality databases that would be
unfeasible for any individual researcher to collect on their own. In addition, analysts of
social and economic change consider secondary data essential, since it is impossible to
conduct a new survey that can adequately capture past change and/or developments.
As a researcher I have scanned a lot of sources to get an access to secondary data.
Secondary data study has provided a insight and forms an outline for the core objectives
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
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. 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
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
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'.
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 structuresPre-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
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-bureaucraticThe 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 structureEmployees 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.
Divisional structureAlso 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 structureThe 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.
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
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 drink, packaged drinking water and confectioneries are thoroughly checked by quality experts using the most modern equipment.
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
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.
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’.
a. Appy Fizz
Appy Fizz is the product beverage of Parle agro pvt. Ltd, Mumbai, manufactured at its franchise Swastik Fruits Product Private Limited, Tatisilwai. It is yellowish brown carbonated beverage with a flavor of ripe juicy apple.
c. Bailley packaged water
Bailley Packaged Water is the product beverage of Parle agro Pvt.Ltd, Mumbai manufactured at its franchise Swastik Fruits Product Private Limited, Tatisilwai. It is UV treated and ozonised.
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. IsPRODUCT LINE OF FROOTI AND ITS DETAIL -
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's
Milo, 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 amuse-ment centres etc.
HOME MARKET:outlets in this market cater to people buying pre-dominantly for home consumption, either by case or loose bootles.
AT WORK MARKET:outlets in this market people working in of-fice ,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.
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.
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
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%
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.
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.
HistoryMaaza was launched in 1976 in India. The Union Beverages Factory, based in the United Arab Emirates, began selling Maaza as a franchisee 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
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.
Tropicana
Brand HistoryTropicana 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 AdvantageIt 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).
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.
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.
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
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
OPPERTUNITIES:-
Industrial growth
Office automation
THREATS:-
Emergence of competition
Promotional schemes by the competitors
Threats from local assemblers
FINDING AND CONCLUSION
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.
5. Other soft drink are the Jump in and other local fruits juice.
6. The distribution network of the Frooti brand is good as regards to their near com-petitors like Maaza and Slice. According to the retailer point of view because the manufacturing unit of Frooti is found in this state.
7. 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.
8. In the market the maximum customer know about the branded soft drink so this is advantage for the soft drink brand in the market.
9. In the market the most customer age segment is the 15 to 35. They are the promi-nent to visit the retail shop and purchase the soft drink. So the brand need to focus on this segment of customers.
10. According to the mostly retailer opinion the price of soft drink is high so the
11. Branded company need to change the price of the soft drink that helps to increase the sales.
12. If the price of the soft drinks will reduced then the sales will be increase as per the given data.
13. 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.
14. Aggressive advertisement is the beneficial promotional activities for the sale pro-motion. Maximum retailer are agree from the aggressive advertisement.
15. 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 pur-chase of product.
16. 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.
17. 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 pro-viding the freeze to outlet with better service.
18. Mostly retailers are satisfied with company provided freeze.
CHAPTER IIIDATA ANALYSIS AND INTERPRETATION
INFERENCES
The consumers are becoming more health conscious.
The market share of NCSD is growing.
Great opportunity for Frooti to capture this growing market.
22 %
78 %
CARBONATED DRINK
FRUIT DRINK
IS FROOTI A HEALTH DRINK ?
What is a Health Drink?
Consumer will perceive any drink as a health drink if he / she thinks
drinking it will benefit his / her health.
This diagram shows the percentage of respondents who perceive Frooti as
a Health Drink.
INFERENCES
35%
18%
47%
YES
NO
Frooti is not perceived by the majority as a health drink.
Health drink consumers should be targeted.
CONSUMER AWARENESS REGARDING VARIOUS FLAVOURS OF
FROOTI.
MANGO GREEN MANGO
FLAVOURS
OTHERS 0%
20%
40%
60%
80%
100%97%
23%7%
MANGO
GREEN MANGO FLAVOURS
OTHERS
INFERENCES:
This diagram shows the percentage of respondents who are aware about
the various flavours of Frooti.
Less promotion of green mango flavour.
Less acceptance of green mango flavour among consumers.
SHOULD FROOTI COME IN OTHER FLAVOURS?
INFERENCES:
This diagram shows the percentage of respondents who think that Frooti
should come in other flavours.
NO 23%
YES 77%
WHICH FLAVOURS?
ORANGE APINE APPLE GRAPE OTHER 0%
5%
10%
15%
20%
25%
30%
35%
40%
36%33%
23%
8%
OTHER GRAPE APINE APPLE
INFERENCES:
In other flavours, consumers have gone for strawberry and lemon.
Consumers want Frooti in other flavours.
Huge market in flavours other than Mango.
Other than Mango, Orange and Pineapple are the most preferred
flavours.
IS FROOTI A CHILD DRINK?
INFERENCES:
Frooti is more of a family drink rather than a child drink.
Frooti has market in all age-groups.
YOUTH DRINK
7 %
CHILD DRINK 38 %
CHILD DRINK 52 %COMMON
DRINK
IS FROOTI READILY AVAILABLE?
INFERENCES:
This diagram shows the percentage of respondents who think Frooti is
readily available.
Good distribution channel of Frooti.
Good demand for Frooti in the market.
CHOICE OF CONSUMER
MAAZA SLICE FROOTI REAL
INFERENCES:
Emergence of Real as Frooti’s main competitor.
Growing threat to Frooti’s leadership in NCSD category.
Increasing consumer preference towards Fruit juice segment.
EFFECT OF PROMOTIONAL SCHEMES ON CONSUMER:
YES NO MAY BE 0%
10%
20%
30%
40%
50%
60%
34%
14%
52%
YESNOMAY BE
INFERENCES:
This diagram shows the percentage of respondents whose buying behavior
is influenced by promotional schemes.
Consumers are attracted towards promotional schemes.
Buying decision of consumer can be changed through consumer
schemes.
VALUE FOR MONEY
Value for money means the real value of the product in relation to the
price of the product.
MAZZ
A
FROO
TI
TROP
...
SLIC
E
JUMP
...
REAL
0%
1%
2%
3%
4%
5%
MAZZ
A FROO
TI TROP
... SLIC
E JUMP
... REAL
0.0350.035
0.025
0.04
0.0450.035
MAZZAFROOTI TROPICANA SLICE JUMPING REAL
INFERENCES:
This diagram shows the satisfaction the consumer derives by consuming
the product in terms of money in a 1-5 point scale given on the y-axis of
the diagram.
(1 indicating BEST and 5 indicating WORST)
CONSUMER AWARENESS REGARDING PACKAGING OF FROOTI:
82%
11%7%
PET BOTTLE
YES NOCANT SAY
83%
4%13%
TETRA PACK
YES NOCANT SAY
95%3%2%
TIN CAN
YES NOCANT SAY
88%
10%
2%GLASS BOTTLE
YES NO
CANT SAY
INFERENCE
Consumer is well aware of packaging of Frooti .
CONSUMER AWARENESS REGARDING AVAILABILITY OF VARIOUS QUANTITIES OF FROOTI.
50%
39%
11%
65 ML
YES NOCANT SAY
82%
17%
1%
200 ML
YES NOCANT SAY
50%43%
7%
500 ML
YES
NO
CANT SAY
49%
42%
9%
1000 ML
YES NOCANT SAY
INFERENCE:
As Frooti in 65 ml quantity was recently introduced and half of the
respondents know about it, this shows good promotion and good
init ial demand for new packaging.
CONSUMER RESPONSE TO NEW PET BOTTLE PACKAGING OF FROOTI.
80%
20%
YESNO
The above diagram shows the percentage of respondents who have tried
the new PET bottle of Frooti.
TASTE OF FROOTI IN PET BOTTLE PACKING:
25%
75%
YESNO
The above diagram shows the percentage of respondents who have tried
PET bottle packaging and found a change in taste of Frooti from other
packaging.
Some of the changes mentioned by the respondents are:
More sugar content
More viscous liquid.
CONSUMER PREFERENCE FOR VARIOUS QUANTITIES OF FROOTI
BELOW 100ml 200-250ml 500ml 1000ml0
10
20
30
40
50
60
70
80
90
20.427.4
90
20.4
BELOW 100ml
200-250ml
500ml
1000ml
INFERENCES
There is good demand for all the quantities.
Great demand for 200-250 ml.
Introduction of 65 ml was a good move.
CONSUMER RESPONSE FOR THE MOST CONVENIENT FORM OF PACKAGING
30%
51%
19%
TETRA-PACING PET - BOTTLE GLOSS BOTTLE
INFERENCE
As Frooti was the first to introduce PET bottle packing in NCSD
category, this shows it was the right move from convenience point
of view.
CONSUMER PREFERENCE FOR PACKAGING OF FROOTI:
A) Up to 300 ml:
TETRA-PACING PET - BOTTLE GLASS BOTTLE
0%
10%
20%
30%
40%
50%
60%
55%
39%
6%
GLASS BOTTLE PET - BOTTLE TETRA-PACING
INFERENCE
For smaller quantities and for one time consumption, consumers go
for tetra-pack packaging.
B) 500 ml and 1000 ml
TETRA-PACING PET - BOTTLE GLASS BOTTLE 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
10%
83%
5%
GLASS BOTTLE PET - BOTTLE TETRA-PACING
INFERENCE
For larger quantit ies, consumers prefer PET bottle packing.
COMPARATIVE ANALYSIS OF TETRA-PACK PACKAGING IN
VARIOUS QUANTITIES:
UP TO 300ml 500ml 1000ml0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
UP TO 300ml500ml1000ml
INFERENCE
As quantity required increases preference for tetra-pack packaging
decreases.
COMPARATIVE ANALYSIS OF PET BOTTLE PACKAGING IN
VARIOUS QUANTITIES:
UP TO 300ml 500ml 1000ml0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
PET BOTTLE
UP TO 300ml500ml1000ml
INFERENCE
As quanti ty required increases preference for Pet-Bott le packaging
increases.
CHAPTER IVSUMMARY
CONCLUSION
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.
5. Other soft drink are the Jump in and other local fruits juice.
6. The distribution network of the Frooti brand is good as regards to their near com-petitors like Maaza and Slice. According to the retailer point of view because the manufacturing unit of Frooti is found in this state.
7. 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.
8. In the market the maximum customer know about the branded soft drink so this is advantage for the soft drink brand in the market.
9. In the market the most customer age segment is the 15 to 35. They are the promi-nent to visit the retail shop and purchase the soft drink. So the brand need to focus on this segment of customers.
10. According to the mostly retailer opinion the price of soft drink is high so the
11. Branded company need to change the price of the soft drink that helps to increase the sales.
12. If the price of the soft drinks will reduced then the sales will be increase as per the given data.
13. 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.
14. Aggressive advertisement is the beneficial promotional activities for the sale pro-motion. Maximum retailer are agree from the aggressive advertisement.
15. 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 pur-chase of product.
16. 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.
17. 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 pro-viding the freeze to outlet with better service.
18. Mostly retailers are satisfied with company provided freeze.
SUGGESTION:
Frooti can go for Salman Khan as a brand ambassador as he is very
popular in India and symbolizes good health. (Punch line can be
something like “After gym, have a Frooti”) Along with him, Frooti
should also go for a famous cartoon.
Character like Scooby Doo or Pokémon to target the kids and both
of them should feature together in the advertisement.
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 Ranchi 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.
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.
ANNEXURE
QUESTIONNAIRE
PERSONAL PROFILE
NAME: AGE:
GENDER: [ ] Male [ ] Female OCCUPATION:
ADRESS: CONTECT NO.:
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
(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
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?