Study Of HORECA As A Channel With Special Reference To Parle-Agro At Indore
Session: 2012-13
A Project Report onSales And Promotion Of Various Parle Agro Products
Guided By:Submitted By: Mr. RAVI VERMA JITENDRA KUMAR MOURYAFaculty Of Management BBA VI SEM
DECLARATION
I the undersigned, hereby declare that the project report entitled Study of HORECA AS AChannel with Special Reference to Parle-Agro at Bareilly written & submitted by me to the KHANDELWAL COLLAGE OF MGT. SCIENCE & TECHNOLOGYin partial fulfillment of the requirements the award of Master Of Marketing Management under the guidance of Mr.RAVI VERMA is my original work and conclusions drawn therein are based on the material collected by myself.
JITENDRA KUMAR MOURYABBA -VI SEM
ACKNOWLEDGEMENT
I would like to take this opportunity to express my deep gratitude to all those who, directly or indirectly made this project possible.I have got considerable help and support in making this project report a reality from many people.I would like to thank MR. RAVI VERMA (FACULTY OF MANAGEMENT). Whose endeavor for perfection, under fatigable zeal, innovation and dynamism contributed in a big way in completing this project? This work is the reflection of his thought, ideas, concept and above all his modest effort.
Jitendra kumar mourya BBA - VI SEM
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.
EXECUTIVE SUMMARYThis term HORECA is used in theNetherlandswhere it is thought to have originated, though it is also used in Spain, Portugal, Belgium, Romania and international beverage companies specializing in this sector.
HoReCais an iconic business term whichprimarilyrefers 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 wordsHotels &RestaurantCategory but to some it also may mean Hotel/Restaurant/Caf (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. Its really no wonder. Sales channels (being the conduits by which we distribute our products to the end-user) come in many shapesfrom direct, to the web, to the traditional retail environment. And, were 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 Retailers 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.
CONTENT
Serial No.Topic
1Introduction of topic
2Objective
3Scope
4Company Profile
5Board Of Directors
6Research Methodology
7Data Analysis and Interpretation
8Finding
9Recommendation
10Conclusion
11Limitation
12Bibliography
13Annexure
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. Its really no wonder. Sales channels (being the conduits by which we distribute our products to the end-user) come in many shapesfrom direct, to the web, to the traditional retail environment. And, were just doing whatever we can to get any business from any of them! But is that the most efficient and effective approach?Thats 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 businessand 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 segments 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 youll 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.
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 theNetherlandswhere it is thought to have originated, though it is also used in Spain, Portugal, Belgium, Romania and international beverage companies specializing in this sector.
HoReCais an iconic business term whichprimarilyrefers 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 wordsHotels &RestaurantCategory but to some it also may mean Hotel/Restaurant/Caf (or Hotel/Restaurant/Caterer, or Hotel/Restaurant/Canteen).
HOTELS
Acommercialestablishmentprovidinglodging, meals, and otherguestservices. Ingeneral, to be called a hotel, an establishment must have aminimumof six letting bedrooms, at least three of which must haveattached(ensuite)privatebathroomfacilities. Although hotels areclassifiedinto 'Star' categories (1-Star to 5-Star), there is nostandardmethodof assigning theseratings, andcompliancewithcustomaryrequirementsisvoluntary. A US hotel with a certain rating, for example, is may look very different from aEuropeanor Asian hotel with thesamerating, and would provide a differentlevelofamenities,rangeof facilities, andqualityofservice. Whereas hotelchainsassureuniformstandards throughout, non-chain hotels (even within the samecountry) may notagreeon the same standards. In Germany, for example, only about 30percentof the hotels choose tocomplywith theprovisionsof therulesestablished by the German Hotels & Restaurantsassociation. Although bothWTOandISOhave been trying to persuade hotels to agree on some minimum requirements as world-widenorms, the entiremembershipof the Paris-basedInternationalHotel & Restaurant (IH&RA)opposesany suchmove.According toIH&RA, to harmonize hotelclassificationbased on asinglegrading (which is uniform across nationalboundaries) would be an undesirable and impossibletask. As aroughguide: A 1-Star hotelprovidesalimitedrange of amenities and services, but adheres to ahighstandard of facility-wide cleanliness. A 2-Star hotel provides goodaccommodationand better equipped bedrooms, each with atelephoneand attached private bathroom. A 3-Star hotel has more spacious rooms andaddshigh-class decorations and furnishings andcolorTV. It alsooffersone or morebarsor lounges. A 4-Star hotel is much more comfortable and larger, and providesexcellentcuisine (tabledhtel and a la carte),room service, and other amenities. A 5-Star hotel offers most luxuriouspremises, widest range of guest services, as well as swimmingpooland sport andexercisefacilities. TheOfficialHotel Guide (published in the US, and followedworldwide) has itsownclassificationschemethatrankshotels in nine categories as (1) Moderate TouristClass, (2) Tourist Class, (3) Superior Tourist Class, (4) ModerateFirst 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. 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 industrys 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, orrestaurants, 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 Italiantrattorie, taverns featuring local specialties; the GermanWeinstuben,informal restaurants with a large wine selection; the Spanish tapas bars, which serve a wide variety of appetizers; and thepublic housesof 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 RestaurantsThe 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 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 licenseCasual Dining- Offer comfortable atmospheres and have mid-range prices.
Chinese Restaurant- specializes in Chinese cuisine
Coffee Shop- provides daytime only, coffee, tea and casual mealsCATERINGEvents range from box-lunch drop-off to full-service catering. Caterers and their staff are part of thefoodserviceindustry.When most people refer to a "caterer", they are referring to an event caterer who serves food with waiting staff atdining tablesor sets up a self-servebuffet. 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 atbanquets,conventions, andweddings. Any event where all who attend are provided with food anddrinksor sometimes onlyhors d'oeuvresis often called acatered 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-servicebusiness modelcommonly 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 clientssenseswith food as a focal point. With the correct atmosphere, professional event caterers with experience can make an event special and memorable.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 pricemarginin 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:-An objective is the most important part of a research .The objective is the bulls 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 Retailers by rating all the products of the company.
Need of study:-
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:-
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.
Parle Products Pvt. Ltd based in Mumbai, India has been India's largest manufacturer of biscuits and confectionery, for almost 80 years. Makers of 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 Indias 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. 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 companyby the name of Parle products emerged inBritish 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 inHaryana and Neemrana in Rajasthan, which are the largest biscuit and confectionary plants in the country.Additionally, Parle products alsohave 7 manufacturing units and 51 manufacturingunits on contract.Objective: -To build successful channel relationships (vendor topartner)To assess the critical success factors when sellingthrough distributorsTo outline terms and conditions for establishingpartnershipsTo integrate sales and marketing objectivesTo create and understand a channel planTo ensure that products has availability, visibility andfreshness
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 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. Its delicious filler and apt quick refreshing nourishment for today's hectic stressful life.ORGANIZTIONAL STRUCTUREAn 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 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-limitedwork contracts or work orders, or under permanent employment contracts or program orders.
Territory DesignBusiness of Parle Agro Is divided into following forms: 1.) General retail 2.) Modern Trade 3.) HoReCa 4.) InstitutionalParle Agro has divided its Channel partners into 3 categories:- 1.) General Trade a.) Premium Distributor b.) Normal Distributor2.) 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
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 Indias 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 remainsthe first apple nectar to be launched in India.
Appy Fizz:Launched in 2005, Appy Fizz is Indias 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.
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.
PRODUCTS1. FROOTI:
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 - Indias 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 Agros flagship brand and Indias leading fruit drink with an 85% market share. Now, Frooti also comes in PET bottle packing. Frooti is like an 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 yearsMango 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 thatFresh and juicy! What a beauty! Mango Frooti!Juice up your LifeAccepting 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 Frootis brand communication is based around the theme of Why grow up.
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
06
2. BAILLEY AQUA:
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 Indias first real fruit and dairy fresh milk drink. It contains orchard fresh pulp of mango / strawberry and dairy fresh healthy low fat cows milk. Its full of natural goodness and wholesomeness. N-Joi is nutritious filler and a delicious smooth fruit and milk drink. N-Joi Mango with 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:
Appy Fizz 300ml
Appy Fizz 500ml
Appy Fizz 1000 ml
An apple drink from Parle, its 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, its 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:
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 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. Its 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
Bisleri48%
Bailley22%
Aquafina3%
Kinley4%
Himalaya2%
Kingfisher1.50%
Local19.50%
Frooti85%
Other15%
Biscuits40%
Other60%
Confectionary14%
Others86%
PRODUCT RANGE : FROOTI Mango Drink APPY Apple Drink 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)
Board Of directors
Schauna ChauhanCEO, Parle AGROShe is the eldest of the Chauhan siblings. Schauna, who in many ways was groomed for the top post, returned from business school, and joined the company in 1999. By 2002, she was running Parle Agro, even as her father, Prakash Chauhan still remains the chairman.
Alisha ChauhanDIRECTOR, PARLE AGRO & FOUNDER, V3 FITNESS COMMUNEShe has made passion a business by opening a chain of health and fitness centers branded V3. She has diversified Parle Agros business by entering the fitness segment.
Nadia ChauhanDIRECTOR, PARLE AGROWhen normal 11 year olds were dealing with the drudgery of school and homework, she attended marketing meetings. In 2002, Nadia, joined Parle Agro officially. She oversees product development, marketing, sales and distribution for all the brands and also leads new business ventures.
Research methodology
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. There must be some environment.
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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.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 Observation Interviewing QuestionnaireObservation 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 theirresponses.
QUESTIONNAIRES ARE OF TWO TYPES:A) Open ended questionnaireIt 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 questionnaireThis 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.
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
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- 90Type of Study- Descriptive Research (Under conclusive Research)Sampling procedure- Judgment and Convenience Sampling as met personally.Contact method- Personal.Statistical tools for Data Analysis1.) Size of products 2.) Packing Cartons (No. of Carton required)3.) MRP per/unit4.) Landing cost per/unit5.) Bar Graph
Q1.Which brand of Nectar you deal most in?
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.
Q2.Which Company have better 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.
Q3.Which is your primary market you cover?
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.
Q4. Do you think that aggressive advertisement further increases the sales volume of Frooti?
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.
Q5.Which is the most preferred size of the bottle by Retailers?
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.
Q6.What do you feel about the price of Mineral Water compared with other brands?
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 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?
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 portfolio. Where as in Catering segment again the competition is with Kingfisher and Aquafina.
Q8.Do advertisements affect your purchase?
Interpretation: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?
Interpretation:
From the above Graph it can be concluded that half of the Retailers 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?
Interpretation:
The Graph states that in the entire segments most of the Retailers 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?
Interpretation:
From the above Graph it can be inferred that the most preferred brand served by the Retailers 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?
Interpretation:
It can be inferred that the most of the Retailers 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?
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?
Interpretation:
From the above Graph it can be analyzed that in all the segments most of majority thinks that Retailers buys the product due to high medicinal value i.e. Health drink.
Q15. Overall rating on all product categories of Parle-Agro?
Interpretation:
From the above Graph it can be interpreted that 36.66 % of Retailers very much like the Product as they are key Accounts of the company. Whereas 33.34 % of Retailers only like the product due to its brand name. Majority of people have neutral Ideology for the product. 6.66% of Retailers do not like the product due to medicinal taste and shift of product to other brand.
SWOT AnalysisStrength:PARLE Agro effectivegrowth 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 acompetitive edgeto 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 marketfor its fruits drink FROOTI. PARLE association with the rural and retail market making thefmcg 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: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) 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 Retailers 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 Retailers 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. 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.
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.
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 http://www.infowaveindia.com http://www.wikipedia.org http://www.parleagro.com http://www.slideshare.com http://www.frooti.com
QUESTIONNAIRE
Sir/Madam, I am conducting a Survey onStudy of HORECA AS AChannel with Special Reference to Parle-Agro at Bareilly written & submitted by me. Kindly spare some of your valuable time to go through the questionnaire and give your views on this Topic.Name: _____________________________________Address: ___________________________________ ___________________________________Contact No.: ________________________________GENDER: Male Female (Please tick any one of the following options from the Questionnaire)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
Q.4) Do you think that aggressive advertisement further increase the sales volume of Frooti?(a) Yes (b) No(c) No reply
I. 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) 200ml (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(c) Agree (d) Strongly AgreeQ10.) 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 monthsc.)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?(a) Very likely (b) Some what likely (d) Somewhat unlikely (e) Very unlikely
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