parle agro

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-041

2010-2012

DECLARATION

I the undersigned, hereby declare that the project report entitled “STUDY OF

HORECA AS A CHANNEL WITH SPECIAL REFERENCE TO PARLE-AGRO AT

INDORE” written & submitted by me to the UNIVERSITY OF PUNE in partial fulfillment

of the requirements the award of “Master Of Marketing Management” under the guidance

of Prof. Ramkrishna Dikkatwar is my original work and conclusions drawn therein are

based on the material collected by myself.

Place: Pune RAHUL KUMAR

Date: SIOM, VADGAON

2

ACKNOWLEDGEMENT

I take this opportunity and privilege to express my deep sense of gratitude to Professor M.N.

Navale, Honorable Founder President, Dr. (Mrs.) S.M. Navale, Founder Secretary, Sinhgad

Technical Educational Society, Pune and Dr. Daniel J. Penkar, Director SIOM. They have

been a source of inspiration to me and I am indebted to them for initiating me in the field of

research.

This 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 Mr. Sudhir Kamble (B.D.E), has guided for the

execution of the project.

I am also thankful to Prof. Ramkrishna Dikkatwar (Research

Guide) for his kind co-operation and support.

Place: - Pune DATE: -

Rahul Kumar

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CERTIFICATE

This is to certify that the Project Report 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 “Master Of Marketing

Management” of UNIVERSITY OF PUNE is the result of the original research work

completed by Mr. Rahul Kumar under our supervision & guidance and to the best of our

knowledge & belief the work embodied in this Project Report has not formed earlier the basis

for the award of any degree of similar title of this or any other University or examining body.

Signature of Director Prof. Ramkrishna Dikkatwar

(Dr. Daniel J. Penkar) Research Guide

Date:

Place:

4

PREFACE

In this age of globalization hyper competition has become a regular feature. Today the

markets are no less then battlegrounds and one has to strive very hard for survival and

growth.

Due to very rapid industrialization all over the world the demand for the managerial

personnel and the administrative personnel has increased. The perfect study of Management

involves both the theoretical as well as practical aspects. To survive in this highly

competitive market “Practical Knowledge” is as relevant as the Theoretical.

The significance of MMM Degree is that the Theoretical aspects, which a student

learns throughout the year in the class sessions, can be practically applied through different

projects, which one undertakes. Keeping 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 emphasize is given on the sales and promotion of various Parle

Agro products to HORECA Channels and its impact on Retailers buying decisions. Actually

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 Retailers.

Now a day all companies considering sales promotion as an important part of their

marketing strategy. From 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

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EXECUTIVE SUMMARY

This term HORECA is used in the Netherlands where it is thought to have originated, though it is also used in Spain, Portugal, Belgium, Romania and international beverage companies specializing in this sector.

HoReCa 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. The term is a

syllabic abbreviation to the words Hotels & Restaurant Category but to some it also may

mean Hotel/Restaurant/Café (or Hotel/Restaurant/Caterer, or Hotel/Restaurant/Canteen).

Channel Management. Yet another sales and marketing phrase that is thrown around like

everyone knows what it means. But so few companies really comprehend channel

management in a way that really helps them. It’s really no wonder. Sales channels (being the

conduits by which we distribute our products to the end-user) come in many shapes—from

direct, to the web, to the traditional retail environment. And, we’re just doing whatever we

can to get any business from any of them! But is that the most efficient and effective

approach?

My objective for the project was to collect the feedback and perception from the Retailer

towards various Parle-Agro Policies such as Pricing, Distribution, Advertisement, Product/

Brand preference amongst the channel, to evaluate the major competitors of Parle Agro

Products in the market, to evaluate the market segmentation for Frooti, to evaluate the

perception of the Retailer’s by rating all the products of the company. The scope of my study

is only for Parle-Agro Pvt. Ltd. Products. The project was conducted for the Indore region

only. Data is collected from the Retailers. Here I have considered 90 Samples.

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CONTENT

Serial No. Topic Page No.

1 Introduction of topic 8-13

2 Objective 14-15

3 Scope 16

4 Company Profile 17-33

5 Research Methodology 34-40

6 Data Analysis and Interpretation 41-57

7 Finding 58

8 Recommendation 59

9 Conclusion 60

10 Limitation 61

11 Bibliography 62

12 Annexure 63-67

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CHAPTER-I

Introduction to the Topic

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Channel Management. Yet another sales and marketing phrase that is thrown around like everyone knows what it means. But so few companies really comprehend channel management in a way that really helps them. It’s really no wonder. Sales channels (being the conduits by which we distribute our products to the end-user) come in many shapes—from direct, to the web, to the traditional retail environment. And, we’re just doing whatever we can to get any business from any of them! But is that the most efficient and effective approach?

That’s where Channel Management comes in. Channel management, as a process by which a company creates formalized programs for selling and servicing customers within a specific channel, can really impact your business—and in a positive way! To get started, first segment your channels by like characteristics (their needs, buying patterns, success factors, etc.) and then customize a channel management program that includes:

1. Goals. Define the specific goals you have for each channel segment. Consider your goals for the channel as a whole as well as individual account. And, remember to consider your goals for both acquisition and retention.

2. Policies. Construct well-defined polices for administering the accounts within this channel. Be sure to keep the unique characteristics of each segment in mind when defining policies for account set up, order management, product fulfilment, etc.

3. Products. Identify which products in your offering are most suited for each segment and create appropriate messaging. Also, determine where your upsell opportunities lie.

4. Sales/Marketing Programs. Design support programs for your channel that meet THEIR needs, not what your idea of their needs are. To do this, you should start by asking your customers within this segment, “how can we best support you in the selling and marketing of our products?” That being said, the standard considerations are product training, co-op advertising, seasonal promotions, and merchandising. Again, this is not a one-size fits all, so be diligent about addressing this segment’s SPECIFIC needs in these areas.

Defining a channel management strategy for each segment allows you to be more effective within each segment, while gaining efficiency at the same time. Still, maintaining brand consistency across all channel segments is critical to your long-term success. So find a good balance between customization and brand consistency and you’ll be on your way to successful channel management.

Channel Marketing is often at odds with a company's marketing through its direct field force and direct-to-customer marketing efforts. Since any of the company's 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. 

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At the same time, channel members may not trust the company. This is often the case when a company keeps the best customer opportunities for itself ("cherry-picking") and passes along only the dregs.

This term HORECA is used in the Netherlands where it is thought to have originated, though it is also used in Spain, Portugal, Belgium, Romania and international beverage companies specializing in this sector.

HoReCa 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. The term is a syllabic abbreviation to the words Hotels & Restaurant Category but to some it also may mean Hotel/Restaurant/Café (or Hotel/Restaurant/Caterer, or Hotel/Restaurant/Canteen).

HOTELS

A commercial establishment providing lodging, meals, and other guest services. In general, to be called a hotel, an establishment must have a minimum of six letting bedrooms, at least three of which must have attached (ensuite) private bathroom facilities. Although hotels are classified into 'Star' categories (1-Star to 5-Star), there is no standard method of assigning these ratings, and compliance with customary requirements is voluntary. A US hotel with a certain rating, for example, is may look very different from a European or Asian hotel with the same rating, and would provide a different level of amenities, range of facilities, and quality of service. Whereas hotel chains assure uniform standards throughout, non-chain hotels (even within the same country) may not agree on the same standards. In Germany, for example, only about 30 percent of the hotels choose to comply with the provisions of the rules established by the German Hotels & Restaurants association. Although both WTO and ISO have been trying to persuade hotels to agree on some minimum requirements as world-wide norms, the entire membership of the Paris-based International Hotel & Restaurant (IH&RA) opposes any such move. According to IH&RA, to harmonize hotel classification based on a single grading (which is uniform across national boundaries) would be an undesirable and impossible task. As a rough guide: A 1-Star hotel provides a limited range of amenities and services, but adheres to a high standard of facility-wide cleanliness. A 2-Star hotel provides good accommodation and better equipped bedrooms, each with a telephone and attached private bathroom. A 3-Star hotel has more spacious rooms and adds high-class decorations and furnishings and color TV. It also offers one or more bars or lounges. A 4-Star hotel is much more comfortable and larger, and provides excellent cuisine (table d’hôtel and a la carte), room service, and other amenities. A 5-Star hotel offers most luxurious premises, widest range of guest services, as well as swimming pool and sport and exercise facilities. The Official Hotel Guide (published in the US, and followed worldwide) has its own classification scheme that ranks hotels in nine categories as (1) Moderate Tourist Class, (2) Tourist Class, (3) Superior Tourist Class, (4) Moderate First Class, (5) Limited Service First Class, (6) First Class, (7) Moderate Deluxe, (8) Deluxe, and (9) Superior Deluxe.

The Indian Hospitality Sector is witnessing one of its rare sustained growth trends. Hotel industry is inextricable linked to the tourism industry and the growth in the Indian tourism industry has fuelled the growth of Indian Hotel Industry.

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A 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. Rising stock indices and new business opportunities are also attracting foreign institutional investors, funds, equity and venture capitalist. The financial year 2008 – 09 was an unforgettable one for the Indian tourism industry with the Mumbai terror attacks and the global economic downturn affecting the industry’s performance. The Hotel Industry, too, observed an overall decline in occupancy and revenue in most cities in India.The market size of Hotel industry has more than doubled from about USD 1 billion in 2004 to USD 2.3 billion in 2008. It is estimated that India is likely to have around 40 international hotels brands by 2011. The growth of the Hotel Industry is largely due to the rising business opportunities, strong economic performance and cross border investments. India has currently base of 110,000 hotels rooms and still face the shortage of 150,000 rooms. There is a mismatch between demand and supply, leading to higher occupancies and average room rates. Occupancy rates across India have improved from 52 per cent in 1999 to 67 per cent in 2007-2008. Average Room Rates across cities have improved from USD 51.6 to USD 76.4 in the same period. Despite the global economic recession, foreign tourist arrival increased to 5.37 million in 2008 from 4.98 million in 2007.

RESTAURANTS

Establishment where refreshments or meals are served to paying guests. Though 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 A. Boulanger, a soup vendor who opened his business in Paris in 1765. The sign above his door advertised restoratives, or restaurants, referring to his soups and broths. By 1804 Paris had more than 500 restaurants, and France soon became internationally famous for its cuisine. Other European restaurants include the Italian trattorie, taverns featuring local specialties; the German Weinstuben, informal restaurants with a large wine selection; the Spanish tapas bars, which serve a wide variety of appetizers; and the public houses of England. Asian restaurants include the Japanese sushi bars and teahouses serving formal Kaiseki cuisine as well as the noodle shops of China. Most U.S. restaurant innovations have revolved around speed. The cafeteria originated in San Francisco during the 1849 gold rush; cafeterias feature self-service and offer a variety of foods displayed on counters.

The Different Types and Concepts of Restaurants

The 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.

Restaurants are generally classified into three groups:

1. Quick Service - Also known as fast-food restaurants. They offer limited menus that are prepared quickly. They usually have driven-thru windows and take-out. 

2. Mid-scale - They offer full meals at a medium price that customers perceive as "good

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value." They can be full service, buffets or limited service with customers ordering at the counter and having their food brought to them. 

3. Upscale - Offer high quality cuisine at a high end price. They offer full service and have a high quality of ambience.

Asian Restaurant - specializes in cuisine from the Asian region 

Breakfast Restaurant - specializes in providing breakfast for at least 6 days per week 

BYO Restaurant - Restaurants and bistros which do not have a liquor license

Casual Dining - Offer comfortable atmospheres and have mid-range prices. 

Chinese Restaurant - specializes in Chinese cuisine 

Coffee Shop - provides daytime only, coffee, tea and casual meals

CATERING

Events range from box-lunch drop-off to full-service catering. Caterers and their staff are part

of the foodservice industry.

When most people refer to a "caterer", they are referring to an event caterer who serves food

with waiting staff at dining tables or sets up a self-serve buffet. The 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.

The event caterer staffs are not responsible for preparing the food but often help set up the

dining area. This service is typically provided at banquets, conventions, and weddings. Any

event where all who attend are provided with food and drinks or sometimes only hors

d'oeuvres is often called a catered event.

Many events require working with an entire theme or color scheme. A catering company or

specialist is expected to know how to prepare food and to make it attractive. As such, certain

catering companies have moved toward a full-service business model commonly associated

with event planners. They take charge of not only food preparation but also decorations, such

as table settings and lighting.

The trend is towards satisfying all the clients senses with food as a focal point. With the

correct atmosphere, professional event caterers with experience can make an event special

and memorable.

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Beautifully 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.

Catering is often sold on a per-person basis, meaning that there is a flat price for each

additional person. However, 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 margin in order to make a profit on the catering.

As 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 7 days a week during holiday event seasons.

All this together consist of HORECA Channels.

OBJECTIVES OF THE STUDY:-

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An objective is the most important part of a research .The objective is the bull’s eye,

which a researcher has to hit. The objective determines the path on which a researcher has to

walk on, and help him/her by not detaining from the path.

This Research as per scheduled under syllabi has been laid main emphasis on getting

aware with practical environment of an organization and specifically with the concerned

department related to the specialization. There are certain sequentially laid down objectives

stated as under-

1) To collect the feedback and perception from the Retailer towards various Parle-Agro

Policies such as Pricing, Distribution, Advertisement, Product/ Brand preference

amongst the channel.

2) To evaluate the major competitors of Parle Agro Products in the market.

3) To evaluate the market segmentation for Frooti.

4) To evaluate the perception of the Retailer’s by rating all the products of the company.

NEED OF STUDY:-

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To analyze companies perception toward comparing Hotels, Restaurants and Caterers.

To identify the different ways, Re-enforce and make improvement if any, respected to

ultimate Growth.

To increase sales of Parle Agro Products.

To cope up with competition.

To avoid advertising clutter.

SCOPES OF THE STUDY:-

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PRODUCT SCOPE: - The project is only for Parle-Agro Pvt. Ltd. Products.

GEOGRAPHIC SCOPE: - The project was conducted for the Indore region only.

DATA SCOPE: - Data is collected from the Retailers.

SAMPLE SIZE: - Here I have considered 90 Samples.

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CHAPTER-II

Parle Products Pvt. Ltd based in Mumbai, India has been India's largest

manufacturer of biscuits and confectionery, for almost 80 years. Makers of

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the world's largest selling biscuit, Parle-G, and a host of other very popular

brands. Its reach spans even to the remotest villages of India. Many of the

Parle products - biscuits or confectioneries, are market leaders in their

category and have won acclaim at the Monde Selection, since 1971. With a

40% share of the total biscuit market and a 15% share of the total

confectionery market in India, Parle has grown to become a multi-million

dollar company. Parle Agro is a food and beverage company based in

Mumbai, India. Parle is a leading Indian Food and Beverage Company, the

only Indian transnational giant with the past experience of having

successfully launched leading soft drink brands like “Frooti, Appy, Saint

Juice, N-Joi and Bailley”. Today its brand portfolio consists of No. 1 brands

like Frooti along with Appy, Saint Juice, N-Joi and Bailley. Parle agro was

the first to identify the dormant mango segment in India and launch India’s

first national Mango drink - Frooti Mango. Today Frooti has an 85% market

in the Fruit Drink segment. Today, the Parle Group turnover is over Rs.600

crore with group strength of over 1000 employees, including over 400

professionals.

Entered into snacks and confectionery business recently (2008-09)

-Headquarters: Mumbai

-Annual turnover: Rs. 1000 Cr

-12 company-owned factories across India

-Reaches out to around 5 Lakh outlets across India.

MISSION:

“We will be the leaders in our business by – maintaining high quality,

introducing new and innovative products, reaching every part of India,

remaining customer-centric, constantly upgrading our knowledge and skills.”

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“To provide consumers superior, wholesome agro based food and drink

bands through which Parle can build a profitable; growth oriented

organization.”

HISTORY:

In 1929 a small company by the name of Parle products emerged in British

dominated India. The intent was to spread joy and cheer to children and

adults alike, all over the country with its sweets and candies. The company

knew that it wouldn't be an easy task, but they decided to take the brave step.

A small factory was set up in the suburbs of Mumbai, to manufacture sweets

and toffees. Apart from the factories in Mumbai and Bangalore Parle also has

factories in Bangalore Parle also has factories in Bahadurgarh in Haryana and

Neemrana in Rajasthan, which are the largest biscuit and confectionary plants

in the country. Additionally, Parle products also have 7 manufacturing units

and 51 manufacturing units on contract.

OBJECTIVE: -

To build successful channel relationships (vendor to partner)

To assess the critical success factors when selling through distributors

To outline terms and conditions for establishing partnerships

To integrate sales and marketing objectives

To create and understand a channel plan

To ensure that products has availability, visibility and freshness

NATURE OF ORGANIZATION

"PARLE AGRO” is a trusted name in the Indian beverage industry and has

been refreshing India since more than two decades with leading brands like

Frooti, Apply Classic, Apply Fizz, Bailley, Saint Juice, and LMN & recently

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launched Grappo Fizz. Parle Agro Pvt., Ltd. manufactures, distributes, sells,

and exports fruit drinks in India and internationally. The company offers fruit

and milk drinks, packaged water, and apple and mango drinks in polyethylene

terephthalate (PET) bottles, containers and tetra packs. The company also

operates a health and fitness studio for woman. The company distributes its

products through franchisees. Parle Agro Pvt., Ltd. was founded in 1985 and

is based in Mumbai, India.

Parle Agro has been a trusted name in the beverage

industry providing wholesome and healthy agro-based drink brands. It has

successfully launched some of India's leading beverages like Frooti, Appy

and N-Joi, and packaged drinking water, Bailley, over the last two decades.

In a country where health consciousness is growing at a rapid pace, Parle

Agro, 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 year. Fruit

beverages are wholesome, easy to digest, highly refreshing with natural

nutritional values as compared to synthetic and aerated drinks. Parle Agro's

Frooti is India's first national mango drink. The mango segment is 95% of the

Indian fruit drink market and Frooti has 85% market share in the tetra pack

segment. Made from fresh and premium Indian mangoes, Frooti has grown to

be one of India's top 50 most trusted brands. When Parle Agro launched N-Joi

with real fruits and fresh milk, it not only launched a new healthy beverage,

but also created a whole new category in India. The milk shake claims to

contain no preservatives and is full of nutritional goodness. It’s delicious

filler and apt quick refreshing nourishment for today's hectic stressful life.

ORGANIZTIONAL 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

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their objectives and ambience. The structure of an organization will determine the modes in

which it operates and performs. Organizational structure allows the expressed allocation of

responsibilities for different functions and processes to different entities such as the branch,

department, workgroup and individual. Individuals in an organizational structure are

normally hired under time-limited work contracts or work orders, or under permanent

employment contracts or program orders.

TERRITORY DESIGN

Business of Parle Agro Is divided into following forms:

1.) General retail

2.) Modern Trade

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3.) HoReCa

4.) Institutional

Parle Agro has divided its Channel partners into 3 categories:-

1.) General Trade

a.) Premium Distributor

b.) Normal Distributor

2.) Modern Retail

3.) HORECA & Institutional

PARLE AGRO PRODUCTS

Parle Agro Pvt. Ltd operates under three business verticals: • Beverages – fruit drinks, nectars, 100% Juice, sparkling drinks • Water – Packaged Drinking Water • Foods – confectionery, snacks

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1. BEVERAGES -

Frooti: Launched in 1985 as a mango drink, Frooti is the first beverage to be launched in tetra packaging in India. Frooti is India’s favorite Mango drink and is ranked amongst the most trusted brands in numerous national surveys.

Appy Classic: Launched in 1986 as apple nectar and originally available in a white tetra pack with an apple and leaf graphic, today it comes in black tetra packaging. Appy remains the first apple nectar to be launched in India.

Appy Fizz: Launched in 2005, Appy Fizz is India’s first sparkling apple drink available in a champagne shaped PET bottle. Considered the ‘Champagne’ of Fruit drinks

Appy Fizz is a one of a kind product in the beverage market. Recently, Appy Fizz has been given a makeover in terms of a new packaging.

Saint Juice: Launched in 2008, Saint Juice is available in four variants – Orange, Mixed fruit, Grape and Apple. Saint Juice is 100% juice with no added color, sugar or preservatives.

Grappo Fizz: Launched in 2008, Grappo Fizz is a sparkling grape juice drink. Credited with creating the sparkling fruit drinks category in India, Grappo Fizz is along the lines of existing product Appy Fizz. It is purple-red in color and has no close competition in the market.

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Hippo: HIPPO is a baked snack with the goodness of wheat. It is available in seven flavors from around the world - Italian Pizza, Chinese Manchurian, Hot-n-Sweet Tomato, Thai Chili, Yoghurt Mint Chutney, Indian Chatpatta and Arabian Salted. These baked wheat munchies have no added MSG, no GMO, and no cholesterol and zero trans-fat.

2.) CONFECTIONARY -

Mintrox: Mintrox is a hard mint candy. It is available in two flavors - Hard Cinnamon Mint and Hard Menthol Mint.

Buttercup: Buttercup is a hard boiled candy; it is targeted at kids and adults alike.

Buttercup Softies: A Buttercup softie is a toffee which gives a uniquely chewy & smooth eating experience with a rich after taste. It is available in 4 variants – Strawberry, Coconut, Vanilla and Caramel.

Softies Mithai: Softies Mithai is a toffee. It is available in two flavors: Kaju and Kesar.

PRODUCTS

1. FROOTI:

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It is the flagship brand of Parle agro. It was introduced in 1985 and it was the

first Fruit Drink to be introduced in India. Mango - India’s national and

most premium fruit was a virtually untapped segment until the year 1985,

which saw the launch of Frooti Mango in a trendy convenient tetra-pack.

Frooti Mango is Parle Agro’s flagship brand and India’s leading fruit drink

with an 85% market share. Now, Frooti also comes in PET bottle packing.

Frooti is like an Indian ambassador and is a hot favorite not only in India but

all across the world. Frooti is the first tetra pack fruit juice in India. Launched in 1984,

Frooti still holds a dominant position in the Rs300 crore tetra pack fruit juice (TFJ) market.

Frooti over these years have carved out a niche for itself in the market.

Changes in tag line over the years

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

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

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

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Product line of Frooti

Frooti 65 ml TCA

01

Frooti Tetra Pack 200 ml

02

Frooti Pet 200 ml

03

Frooti 500 ml

04

Frooti Pet 1000 ml

05

Frooti 1500 ml

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2. BAILLEY AQUA:

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

brands to get an ISI certification. Bailley conforms to stringent BIS Norms. It

undergoes 51 quality control tests includes 32 chemical tests, 9

microbiological tests and 10 physical tests and meets international standards

laid down by WHO, USFDA, PFA.

Parle Bailley Aqua is unique because it has the same consistent taste across

India. This is because of the unique purifying processing system, which

removes all minerals and salts and puts back only exact premeasured

quantities of salts and minerals necessary for the human body. Bailley Aqua

is purified with chemical free natural U.V. Treatment.

3. N-JOI:

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

India’s first real fruit and dairy fresh milk drink. It contains orchard fresh

pulp of mango / strawberry and dairy fresh healthy low fat cow’s milk. It’s

full of natural goodness and wholesomeness. N-Joi is nutritious filler and a

delicious smooth fruit and milk drink. N-Joi Mango with dairy fresh milk and

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

Innovative products in the Beverage Industry.

3. APPY:

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

An apple drink from Parle, it’s available in a sleek, international pack. The

brand has been positioned as the champagne of apple drinks due to its unique

richness of taste. Unlike ordinary apple drinks, Appy spells style and

exclusiveness which makes it a party favorite in the upper crust of the

society. Appy is made from freshly picked ripe apples sourced from the rich

natural environs of Himachal Pradesh. The clear and crisp Appy Nectar is a

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

An apple drink from Parle, it’s available in a sleek, international pack. The

brand has been positioned as the champagne of apple drinks due to its unique

richness of taste. Unlike ordinary apple drinks, Appy spells style and

exclusiveness which makes it a party favourite in the upper crust of the

society. Appy is made from freshly picked ripe apples sourced from the rich

natural environs of Himachal Pradesh. The clear and crisp Appy Nectar is a

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

4.) SAINT JUICES:

28

Saint Apple Juice comes with the natural benefits of green apples. Compared to other varieties of apples, Green Apples are richer in Vitamin C and are high on fiber content. They are an excellent source of potassium and antioxidants. The concentrate for Saint Apple Juice is made from carefully selected green apples from the best orchards in Austria and imported to India.

Saint Juice is being manufactured out of Parle Agro's Hyderabad plant, which has high capacity lines for manufacturing of one liter Tetra Pak and economy of scale to support the new product.

Saint Apple Juice packs are pristine white and uncluttered, featuring stunning shots of real green apples stacked unconventionally on top of each other. The unique and distinct packaging lends an international feel to the product. Available in 1 liter and 200 ml SKU's, the packs are priced at Rs 80 and Rs 15 respectively. Saint Apple will be available across India with a special focus on metros, mini-metros and the top three cities of every state.

MARKET SHARE:-

Frooti has 85% market share in the tetra pack segment. With a 40% share of the total biscuit

market and a 15% share of the total confectionery market in India.

Parle Agro has been a trusted name in the beverage industry providing wholesome and

healthy agro-based drink brands. It has successfully launched some of India's leading

beverages like Frooti, Appy and N-Joi, and packaged drinking water, Bailley, over the last

two decades. In a country where health consciousness is growing at a rapid pace, Parle Agro,

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

29

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

all through the year. Fruit beverages are wholesome, easy to digest, highly refreshing with

natural nutritional values as compared to synthetic and aerated drinks. Parle Agro's Frooti is

India's first national mango drink. The mango segment is 95% of the Indian fruit drink

market and Frooti has 85% market share in the tetra pack segment. Made from fresh and

premium Indian mangoes, Frooti has grown to be one of India's top 50 most trusted brands.

When Parle Agro launched N-Joi with real fruits and fresh milk, it not only launched a new

healthy beverage, but also created a whole new category in India. The milk shake claims to

contain no preservatives and is full of nutritional goodness. It’s delicious filler and apt quick

refreshing nourishment for today's hectic stressful life.

Appy, another premium drink from the Parle portfolio, is a

deliciously light and refreshing apple drink made from orchard fresh apples from Himachal

Pradesh. It's a favorite with the young generation as a tasty, healthy, nourishing drink. Parle

Agro has also diversified into the fitness industry and has set up fitness centers in Juhu and

Malad in Mumbai with aggressive plans to expand nationally. Says Ms. Nadia Chauhan,

Director, Marketing, "Parle Agro remains committed to refreshing India and constantly caters

to the health and quality-conscious consumer through newer and varied initiatives." Parle

Agro 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 PET bottles in India and the first to develop a

real fruit and dairy fresh milk brand.

Share in % of major players in mineral water

Bisleri 48%

Bailley 22%

Aquafina 3%

Kinley 4%

Himalaya 2%

Kingfisher 1.50%

30

Local 19.50%

Bisleri48%

Bailley22%

Aquafina3%

Kinley4%

Himalaya2%

Kingfisher2%

Local20%

Share in % of major players of Mineral water

Frooti 85%

Other 15%

Frooti85%

Other15%

Market share in %

Biscuits 40%

Other 60%

31

Biscuits40%

Other60%

Market share in %

Confectionary 14%

Others 86%

Confec-tionary

14%

Others86%

Market share in %

PRODUCT RANGE :

“FROOTI” – Mango Drink “APPY” – Apple Drink

32

“APPY FIZZ” – Carbonated Apple Drink “GRAPPO FIZZ”- Carbonated grapes Drink “SAINT JUICE”- Fruit Juice “BAILLEY” – Packaged Drinking Water

COMPETITORS:

MAZZASLICEMANGO SIPJUMPINKINGFISHERHEALTH PLUSAQUAFINAKINLEYTROPICANAMINUTE MADEACTIVE REAL

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

Memberships

Agricultural and Processed Food Products Exports Developments Authority (APEDA)

Federation of Indian Chambers of Commerce and Industry (FICCI) Project Exports Promotion Council of India (PEPC) Federation of Indian Export Organizations (FIEO)

33

CHAPTER-III

Research methodology

34

Research:

Viewing a particular phenomenon that already exists is called as Research. In other words,

searching and doing study on any existing substance from the universe is called as Research.

A universe is the total population on which the research study is to be done or is being

conducted.

Methodology:

The in the Methodology contains the steps involved in the research, which are used to solve

problem of research.

Components of research problem:

There must be an individual or a group of individuals, which has some difficulty or

some problems.

There must be some objectives to be attained.

There must be some alternative means to obtain the objectives.

35

There must be some environment.Why we study research methodology?

To get an inside about every knowledge.

To determine the association of one activity with another activity.

To determine the characteristics of an individual or a group of individuals or various

activities or their frequency of occurrence.

Importance of research methodology in management:

Helps the managers to take good decisions.

Provide the managers, more knowledge and better information.

Helps the management for new product development.

Availability of improved techniques and tools to meet this need

Helps in customer satisfaction

Types of research:

Two types of research are there.

1) Exploratory research

2) Conclusive research.

36

Conclusive research is further divided into Descriptive research and

Experimentation research.

Sources of data collection:

There are two sources of data collection.

Primary sources :

The data are collected directly from the universe by conducting interviews, etc. these

are the original sources from which the researcher directly gathers data which are not

previously referred.

Secondary sources:

The data are collected from the secondary sources such as magazines, journals, etc.

These sources consist of already variable data in the form of statements, and reports,

which may include sensory reports, financial statements of the company, reports of

governments departments, etc.

Method of data collection:

There are several methods of data collection. The primary sources of data

collection are done through –

o Observation

o Interviewing

o Questionnaire

37

Observation is a mode of primary data collection through which we directly get the

data from a universe and based on that data one can carry on the research.

Interviewing is another mode of direct data collection, which provides complete

information about the universe.

Questionnaire is the method of data collection, which is very much popular,

particularly in big cities. Different modes of questions are put up on the paper and the

particular universe, on which the research is conducted, are asked to fill their

responses.

QUESTIONNAIRES ARE OF TWO TYPES:

A) Open ended questionnaire

It consists of open ended questions that allow the respondent to answer in their

own words. Such questionnaires revel more because they do not constraint respondent's

answers.

B) Closed ended questionnaire

This questionnaire consists of questions that pre-specified all the possible

answers, tabulation and interpretation of such Questionnaires are easier as compare to open

ended questionnaire.

38

Process of research methodology:

There are different steps involved in the process of research methodology. They are as

follows:

Formulation of the problem:

Research design

Sources of data collection

Determining sample design and sample size

Organizing and conducting field survey

Analysis of data

Research report

39

Sampling plan:-

It includes all the information about universe, sample size, sample unit, sampling

method, sampling procedure, and contact method, sampling frame, data processing

and place of information.

Sample size- 90

Type of Study- Descriptive Research (Under conclusive Research)

Sampling procedure - Judgment and Convenience Sampling as met personally.

Contact method- Personal.

Statistical tools for Data Analysis

1.) Size of products

2.) Packing Cartons (No. of Carton required)

3.) MRP per/unit

4.) Landing cost per/unit

5.) Bar Graph

40

CHAPTER-IV

41

Q1.Which brand of Nectar you deal most in?

FROOTI

MAZZA

SLICE

MANGOSIP

2.5 7.5 12.5 17.5 22.5 27.5 32.5 37.5FROOTI MAZZA SLICE MANGOSIP

HOTELS 33.34 30 26.66 10

RESTAURANTS 26.67 33.33 30 10

CATERERS 30 36.66 20 13.34

BRANDS OF NECTAR

Interpretation:

The Bar Graph shows the different brands of Nectar present in the market. The Hotel segment shows that the most preferred brand is Frooti followed by Mazza and Slice. The Restaurant Segment shows that most sales are in Mazza as compared to Slice and Frooti. The caterers segment also leads with maximum sales to Mazza followed by Frooti and Slice. The brand Mango sip which is the local brand seems to cover very less margin in the market share.

42

Q2.Which Company have better distribution network?

FROOTI(PARLE-AGRO)

MAZZA(COCA-COLA)

SLICE(PEPSI.CO.)

OTHERS

5 15 25 35 45 55FROOTI(PARLE-

AGRO)MAZZA(COCA-

COLA)SLICE(PEPSI.CO.) OTHERS

HOTELS 53.33 36.67 6.67 3.33

RESTAURANTS 10 50 40 0

CATERERS 36.66 43.34 13.33 6.67

DISTRIBUTION NETWORK

Interpretation:

From the above Bar Graph it can be stated that the distribution network of Parle-Agro in Hotel Segment is the best followed by Coca-Cola and Pepsi.co. In the Restaurant segment Coca-Cola leads the competition whereas Pepsi.co. And Parle-Agro is unable to fulfil the demand at the required time. In the Caterer segment once again Coca-Cola is able to withstand the leading positions in distribution next is the Parle-Agro and finally are the other Local Brand.

43

Q3.Which is your primary market you cover?

KIDS

TEENAGERS

YOUTH

ELDERLY PEOPLE

2.5 7.5 12.5 17.5 22.5 27.5 32.5 37.5 42.5 47.5KIDS TEENAGERS YOUTH ELDERLY PEOPLE

HOTELS 10 23.33 46.67 20

RESTAURANTS 23.34 26.66 30 20

CATERERS 50 13.33 6.67 30

SEGMENTATION OF MARKET

Interpretation:

As inferred from the above Bar Graph Youth is the primary market which is covered by Hotel segment. In the Restaurants Segment Both youth and the teenagers are near to competition. While in the Caterer segment kids are more in numbers followed by elderly people which are covered in primary market.

44

Q4. Do you think that aggressive advertisement further increases the sales volume of Frooti?

HOTELS

RESTAURANTS

CATERERS

5 15 25 35 45 55HOTELS RESTAURANTS CATERERS

YES 53.33 60 40

NO 36.67 23.34 53.33

NO REPLY 10 16.66 6.67

ADVERTISEMENT OVERVIEW

Interpretation:

From the above Bar Graph it can be interpreted that in the Hotel segment majority of reply is for Yes. In the Restaurant segment majority of reply is for Yes and in the Caterer segment majority of them are not satisfied with the statement.

45

Q5.Which is the most preferred size of the bottle by Retailer’s?

200 MLTR

500 MLTR

1 LTR

25 LTR

2.5 7.5 12.5 17.5 22.5 27.5 32.5 37.5 42.5 47.5200 MLTR 500 MLTR 1 LTR 25 LTR

HOTELS 26.67 43.33 16.67 13.33

RESTAURANTS 33.34 40 16.66 10

CATERERS 6.67 3.33 40 50

RETAILER'S PREFERENCE

Interpretation:

In the Hotel segment the most preferred size of Mineral water is 500 MLTR followed by 200 MLTR. In the Restaurant segment the most preferred size of Mineral water is 500 MLTR followed by 200 MLTR. Where as in Caterer segment most preferred size of mineral water is 25LTR.

46

Q6.What do you feel about the price of Mineral Water compared with other brands?

VERY HIGH

HIGH

MEDIUM

LOW

5 15 25 35 45 55VERY HIGH HIGH MEDIUM LOW

HOTELS 43.37 26.66 30 0

RESTAURANTS 6.66 56.66 20 16.68

CATERERS 3.33 43.33 46.67 6.67

PERCEPTION OF PRICE FOR MINERAL WATER

Interpretation:

In the Hotel segment the price of the Mineral Water is judged to be very high, whereas few of them due to new customer feel that the price is Medium. In

47

Restaurants segment most of them have intuition that the price is high. In the Caterer segment there is combined debate upon medium and high because the customer who have shifted from other brand feel the rate to be high and the premium customer feel to be Medium.

Q7.Which brand is the nearest competitor of Mineral Water in your opinion?

HEALTH PLUS

KINLEY (COCA-COLA)

AQUAFINA (PEPSI.CO)

KINGFISHER (UB GROUP)

5 15 25 35 45 55HEALTH PLUS KINLEY (COCA-

COLA)AQUAFINA (PEP-

SI.CO)KINGFISHER (UB

GROUP)

HOTELS 20 30 40 10

RESTAURANTS 6.66 16.66 20 56.68

CATERERS 16.66 13.34 16.66 53.34

COMPETITOR OF BAILLEY

Interpretation:

From the above Graph it can be inferred that the competitor of Bailley in Hotel Segment is Aquafina and in Restaurants segment is Kingfisher due to cheap costing

48

portfolio. Where as in Catering segment again the competition is with Kingfisher and Aquafina.

Q8.Do advertisements affect your purchase?

HOTELS RESTAURANTS CATERERS

YES 56.67 40 66.66

NO 43.33 60 33.34

5

15

25

35

45

55

65

YES

NO

PURCHASING DECISION

Interpretation:

49

In the Hotel segment it can be analyzed that most of the customer are approving the question. In the Restaurant segment most of the customers are rejecting the statement because of unmatched and huge gap of costing price. Where as in Caterer segment they have approved the statement.

Q9. Do you agree or disagree that while selling the product your working capital increases?

STRONGLY DISAGREE

DISAGREE

AGREE

STRONGLY AGREE

2.5 7.5 12.5 17.5 22.5 27.5 32.5 37.5 42.5STRONGLY DIS-

AGREEDISAGREE AGREE STRONGLY AGREE

HOTELS 16.67 43.33 26.66 13.34

RESTAURANTS 20 26.66 30 23.34

CATERERS 6.66 30 23.34 40

ANALYSIS OF WORKING CAPITAL

Interpretation:

50

From the above Graph it can be concluded that half of the Retailer’s in Hotel segment Disagree with the statement, while half the quarter approve it. In the Restaurant segment most of them support to Agree with the statement. Finally in the Caterer segment mostly population strongly approves the statement.

Q10. How do you view Saint Juice?

HEALTH DRINK

STATUS SYMBOL

AID TO PUT OFF THIRST

ANY OTHER

5 15 25 35 45 55 65HEALTH DRINK STATUS SYMBOL AID TO PUT OFF

THIRSTANY OTHER

HOTELS 70 23.34 3.36 3.3

RESTAURANTS 63.34 26.66 3.33 6.67

CATERERS 66.66 23.33 3.33 6.68

RETAILER'S PERCEPTION TOWARDS SAINT JUICE

Interpretation:

51

The Graph states that in the entire segment’s most of the Retailer’s treat it as a Health drink while some of them treat as a Status symbol.

Q11. Which company brand you prefer mostly, serve to customers?

TROPICANA (PEPSI.CO.)

MINUTE MADE (COCA-COLA)

SAINT JUICE (PARLE-AGRO)

ACTIVE REAL (DABUR)

2.5 7.5 12.5 17.5 22.5 27.5 32.5 37.5 42.5 47.5TROPICANA (PEP-

SI.CO.)MINUTE MADE (COCA-COLA)

SAINT JUICE (PARLE-AGRO)

ACTIVE REAL (D-ABUR)

HOTELS 3.36 6.64 43.33 46.67

RESTAU-RANTS

3.33 10 36.67 50

CATERERS 6.66 13.34 43.33 36.67

RETAILER'S PREFERENCE TOWARDS COMPANIES BRANDS

Interpretation:

52

From the above Graph it can be inferred that the most preferred brand served by the Retailer’s in the Hotel segment as well as Restaurants segment is Active Real. In the Caterer segment most preferred fruit juice is Saint Juice.

Q12. How long you Stock the same product?

>1 MONTHS

1<=6 MONTHS

6<=8 MONTHS

<1 YEAR

5 15 25 35 45 55 65 75 85 95>1 MONTHS 1<=6 MONTHS 6<=8 MONTHS <1 YEAR

HOTELS 70 23.34 6.66 0

RESTAURANTS 40 43.33 16.67 0

CATERERS 93.33 6.67 0 0

PRODUCT SHELF LIFE

53

Interpretation:

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

Q13. How do you rate canned juices as compared to fresh juices?

EQUIVALENT TO FRESH JUICES

HAVE ARTIFICIAL ADDED FLAVOR

HEALTHY WITH PRESERVATIVES

ALL ABOVE

5 15 25 35 45 55 65 75EQUIVALENT TO

FRESH JUICESHAVE ARTIFICIAL ADDED FLAVOR

HEALTHY WITH PRESERVATIVES

ALL ABOVE

HOTELS 33.34 56.66 6.66 3.34

RESTAURANTS 16.66 53.34 6.66 23.34

CATERERS 13.33 3.33 6.66 76.68

RETAILER RATINGS

54

Interpretation:

In the Hotel and Restaurant segment more than half of them rate that canned juice have artificial added flavor. In Caterer segment More than half of them rate all above.

Q14. What induces you to deal with fruit juices?

PRICE WITH QUANTITY

HEALTH DRINK

STATUS SYMBOL

TASTE

VARIETY

5 15 25 35 45 55PRICE WITH QUANTITY

HEALTH DRINK STATUS SYM-BOL

TASTE VARIETY

HOTELS 10 53.34 20 13.33 3.33

RESTAURANTS 3.33 60 20 10 6.67

CATERERS 20 46.66 6.66 16.68 10

RETAILER INDUCEMENT FOR FRUIT JUICES

55

Interpretation:

From the above Graph it can be analyzed that in all the segments most of majority thinks that

Retailer’s buys the product due to high medicinal value i.e.… Health drink.

Q15. Overall rating on all product categories of Parle-Agro?

VERY LIKELY

SOME WHAT LIKELY

NEUTRAL

SOME WHAT UNLIKELY

VERY UNLIKELY

2.5 7.5 12.5 17.5 22.5 27.5 32.5 37.5VERY LIKELY SOME WHAT

LIKELYNEUTRAL SOME WHAT

UNLIKELYVERY UNLIKELY

HORECA 36.66 33.34 20 6.66 3.34

OVER ALL RATING OF PRODUCTS

56

Interpretation:

From the above Graph it can be interpreted that 36.66 % of Retailer’s very much like the Product as they are key Accounts of the company. Whereas 33.34 % of Retailer’s only like the product due to its brand name. Majority of people have neutral Ideology for the product. 6.66% of Retailer’s do not like the product due to medicinal taste and shift of product to other brand.

SWOT ANALYSIS

Strength:

PARLE Agro effective growth strategy and strong distribution channel due to

effective distribution model to reach interior of the untapped market.

A systematic, planned and quick action taken up which will lead to quick reactions by

the HORECA Channels ultimately is providing a competitive edge to PARLE AGRO.

A dedicated Intellect; Marketing and Distribution team enhances the sales of the Fruit

Juices and other fmcg products. Moreover, PARLE has monopoly in the market

for its fruits drink FROOTI. PARLE association with the rural and retail market

making the fmcg products in reach of the common man.

Weakness:

The data collected cannot be considered as 100% accurate but it is only an estimated

figures gathered by the various HORECA Channels in the M.P. region.

The analysis so done cannot be regarded as the final as change is the constant thing

which happens.

Opportunities:

57

A huge rural and retail untapped market can be the new platform. Brand image of

PARLE AGRO products and it is the time to increase to product line by introducing

other fmcg products.

Threats:

Throat cut competition with Pepsi.co. And Coca-Cola and other Local products in

Retail market with respect to sales margin. Non availability of stock for Rural and

Retail market. Carriage problem hinders the distribution, specifically in rural market.

Findings of the report:

Purchasing power is the most important role to play with in any FMCG organization,

as per my project is concerned it suggests that overall 34% of the Retailers who are

purchasing the Parle-Agro Product are actually spending on the product would be

around Rs. 1500 to Rs. 3000 While more than 66% of Retailers spending is less than

Rs. 1500. (Please refer the Annexure for further details)

Credit period should be taken into consideration while working out for working

capital. (Please refer the table no.9 for further details)

Restaurants Segment is not affected by advertising in terms of what they are offered/

induced to purchase. (Please refer the table no.6 & 8 for further details)

As per my survey suggested that the better distribution network of Parle-Agro should

be enhanced to that extent where its Retailers would reach the maximum satisfaction.

(Please refer the table no.2 for further details)

Parle-Agro is having the suitable distribution Strategy for hotels. Coming to other

segment it should treat Coca-Cola as bench mark and based on that they can start

distribution. (Please refer the table no.2 for further details)

Company wants to design a point of purchase advertising for Caterers with respect to

market segmentation. (Please refer the table no.3 for further details)

Push and pull is most important to understand for the company. (Please refer the table

no.4 for further details)

58

The existing sales promotion scheme is unable to kill the competitors. (Please refer

the table no.7 for further details)

Company is unable to create and position its brand as fruit juice for Saint Juice.

(Please refer the table no.10 & 14 for further details)

Hotel and Restaurant Segment is unable to fetch Retailer preference towards

Companies Brands. (Please refer the table no.11 for further details)

The Product shelf life is less than a month, thus gives a positive sign toward rise in

demand in future. (Please refer the table no.12 for further details)

37% of Retailer’s rate the product at the ‘A’ level, i.e.…. Very Likely. (Please refer

the table no.15 for further details)

Recommendation:

The 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. Clearly 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.

Only after this should he spend time, money and energy on sales promotion activities.

Coca-Cola should be treated as bench mark and based on that they can start

distribution network for the two Channels i.e... Restaurant and Caterers.

A youth centering advertisement should be done. There should be proper mix so that

the advertisement should attract all the channels.

Special schemes and work out strategy should be initialized, like meetings, shows,

etc…

Sales promotion scheme should kill the nearest competitor.

Credit period for caterers should be increased.

Profit margin offered to Retailer’s should be increased in context to Restaurant

segment.

Company should rethink over the proper positioning of Saint Juice as in trade

prospective it is considered to be health conscious drink.

59

The company should think over the taste preference of its brand, due to lack in its

flavor, i.e.… medicated taste.

Proper promotion of brand can increase the sale since there is positive sign of less

shelf life, the product get consumed at faster rate.

Conclusion of the Survey:

The study reflects that the use of sales promotion undeniably has increased over the

years in India. Future holds lot of promise for such schemes across wider range of

product-markets. Though Parle-Agro is a good FMCG organization, 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.

60

Limitations of the study

We considered at Indore region only because of limited time duration.

Due to this, our sample size is only 90, which is not very large.

Less use of internet.

Respondent may give biased answer due to some lack of information

about other brands.

Finding of the study are based on the assumption that the respondents

have given correct information.

All the respondents could not fill their questionnaire on their own due

problem of time and lack of positive behaviour.

The actual information was not disclosed.

61

Bibliography:

BOOKS

Philip Kotler, “Marketing Management”, 11th edition, Pearson education Asia

Publication.

C.R.Kothari, “Research Methodology methods & techniques”, New Age International (p) ltd. Publishers, 2nd edition.

WEBSITES

http://www.google.com

http://www.yahoo.co.in

62

http:// www. infowave india.com

http://www.wikipedia.org

http://www.parleagro.com

http://www.slideshare.com

http://www.frooti.com

CHAPTER-V

63

QUESTIONNAIRE

Sir/Madam,

I am conducting a Survey on Study of HORECA AS A Channel with Special Reference to Parle-Agro at Indore. Kindly spare some of your valuable time to go through the questionnaire and give your views on this Topic.

(RAHUL KUMAR)

Name: _____________________________________

Address: ___________________________________

___________________________________

Contact No.: ________________________________

GENDER: Male Female

Purchase Order: Rs ________________________________

64

(Please tick any one of the following options from the Questionnaire)

Product Category:

I. Frooti:

It is the most popular mango drink since 1985, mostly popular as µfresh n juicy.

Q1.) Which brand of soft drink you deal most in?

(a) Frooti (b) Maaza

(c) Slice (d) Mango Sip

Q2.) Which company have better distribution network.

(a) Parle agro (Frooti) (b) Coco-Cola (Maaza)

(c) PepsiCo (Slice) (d) Others

Q3.) Which is your primary market you cover?

(a) Kids (Font of Fruit Juice) (b) Teens (More Experimental)

(c) Youth (Experimental Buying Power) (d) Elderly People

65

Q.4) Do you think that aggressive advertisement further increase the sales volume of Frooti?

(a) Yes (b) No

(c) No reply

II. Bailley Mineral Water

It is a packaged drinking water, the first water brand to be issued ISI Certification.

Q5.) Which is most preferred size of the bottle by customer?

(a) 200 ml (b) 500 ml

(c) 1 Liter (d) 25 Liter

Q6.) What do you feel about the price of Mineral Water?

(a) Very high (b) High

(c) Medium (d) low

Q7.) Which brand is the nearest competitor of Mineral Water in your opinion?

(a) Health Plus (b) Kinley (Coca-Cola)

(c) Aquafina (PepsiCo) (d) Kingfisher (UB Group)

Q8.) Do advertisements affect your purchases?

(a) Yes (b) No

Q9.) Do you agree or disagree that while selling the product your working capital increases?

(a) Strongly Disagree (b) Disagree

66

(c) Agree (d) Strongly Agree

III. Saint Juice

Q10.) How do you view Saint Juices?

(a) As a health drink (b) As a status symbol

(c) As an aid to put off thirst (d) any other, please specify ________

Q11.) Which company brand you prefer mostly, serve to customers?

(a) Active Real (Dabur) (b) Tropicana (PepsiCo)

(c) Saint Juice (Parle-Agro) (d) Minute Made (Coca-Cola)

Q12.) How long you Stock the same product?

a.) Less than 1 month (b.) 1 to 6 months

c.) 6 to 8 months. (d.) More than 1 year

Q13.) How do you rate canned juices as compared to fresh juices?

(a) Equivalent to fresh juices (b) Have artificial added flavor

(c) Healthy with preservatives (d) all above

Q14.) What induces you to deal with Fruit Juices?

(a) Price with quantity (b) Health Drink (c) Status symbol

(d) Taste (e) Variety

Q.15) Overall Ratings on all Product categories of Parle-Agro?

67

(a) Very likely (b) Somewhat likely (c) Neutral

(d) Somewhat unlikely (e) Very unlikely

68