A Minor Project Report

COMPITITIVE ANALYSIS OF FROOTI & IT’S

COMPITITORS

Submitted in partial fulfilment of the requirements for the award of the

degree of Bachelor of Business Administration (T&TM) programme of

Guru Gobind Singh Indraprastha University, Delhi.

Submitted To: Submitted by:

Pawan S Kushwah Bharat Sharma

Roll No.: 43296701715

Kamal Institute of Higher Education and Advance Technology

K-1 Extension, Mohan Garden,

New Delhi – 110059

Batch (2015-2018)

DECLARATION

I hereby declare that the minor project report, entitled “COMPITITIVE ANALYSIS

OF FROOTI & IT’S COMPITITORS”, is based on my original study and has not been

submitted earlier for award of any degree or diploma to any institute or university.

The work of other author(s), wherever used, has been acknowledged at appropriate

place(s).

Place: New Delhi Candidate’s signature

Date: / / 2015 Name: Bharat Sharma

Enroll. No.: 43296701715

Countersigned

Name: Pawan S Kushwah Name: Dr. J.S. Gujral

Supervisor Director

Kamal Institute of Higher Education Kamal Institute of Higher Education

And Advance Technology And Advance Technology

ACKNOWLEDGEMENT

An independent project is a contradiction in terms. Every project involves contribution of

many people. This project also bears the imprints of many people and it is a pleasure for

me to acknowledge and thank all of them.

I am deeply indebted to Mrs. Mansha Aroa who acted as a mentor and guide, providing

knowledge and giving me his/her valuable time out of his/her busy schedule, at every

step throughout the project. It is only because of his/her this project came into being.

I also thank Prof. (Dr.) J.S. Gujral, Director of Kamal Institute of Higher Education

And Advanced Technology for providing an opportunity of doing this project under his

leadership.

I also take the opportunity to express my sincere gratitude to each and every person, who

directly or indirectly helped me throughout the project and without anyone of them this

project would not have been possible.

The immense learning from this project would be indelible forever.

Bharat Sharma

TABLE OF CONTENTSS.No. Topic Page No

1 Declaration i

2 Acknowledgement ii

3 List of Tables iii

4 List of Figures iv

5 List of Symbols v

6 List of Abbreviations vi

7 Chapter-I: Introduction

Introduction to “MARKETING STRATEGIES OF

COCA COLA”

Objectives of the study

Scope of the study

Methodology

1-9

2

4

5

6

8 Chapter-II: Conceptual Framework 10

9 Chapter-III: Summary 66

10 Bibliography 71

11 ANNEXURE 72

LIST OF TABLES

Table No. Title Page No.

1 Number of Employees in Organization ABC 5

2 9

LIST OF FIGURES

Figure No Title Page No.

1 Sales Figures of RO Water Purifier 2002-2006

45

2 52

LIST OF SYMBOLS

Table No. Title Nomenclature & Meaning

1 ∑ Sigma (Summation)

2 @ At the rate

LIST OF ABBREVIATIONS

S No Abbreviated Name Full Name

1 CRM Customer Relationship Management

2 EPS Earnings Per Share

OBJECTIVES OF THE PROJECT

To increase the market share of Frooti in the non-Carbonated Soft

Drink (NCSD) category.

To study the market response to the new packaging of Frooti

introduced by Parle.

To study the marketing mix of Frooti

To study the taste and preferences of the consumer

To give recommendations thereof.

MARKETING

Marketing is the communication between a company and the consumer audience

that aims to increase the value of the company or its merchandise, or to raise the

profile of the company and its products in the public mind. The purpose of

marketing is to induce behavioral change in the receptive audience. The American

Marketing Association has defined marketing as "the activity, set of institutions,

and processes for creating, communicating, delivering, and exchanging offerings

that have value for customers, clients, partners, and society at large." 

The techniques used in marketing include choosing target markets through market

analysis and market segmentation, as well as understanding methods of influence

on the consumer behavior.

From a societal point of view, marketing provides the link between a society's

material requirements and its economic patterns of response. This way marketing

satisfies these needs and wants through the development of exchange processes

and the building of long-term relationships.

In the case of nonprofit organization marketing, the aim is to deliver a message

about the organization's services to the applicable audience. Governments often

employ marketing to communicate messages with a social purpose, such as a

public health or safety message, to citizens.

Functions of marketing are as follows:

1. Buying Function of marketing buying is the first step in the marketing

process. Proper decision about what to buy, how to buy, where to buy and

at what price to buy, must be taken after adequate and appropriate

research. Every trading concern needs efficient and economical buying to

get adequate profit.

2. Selling Functions of marketing selling involve a transfer of title of

goods to the buyer. The main aim of sale of goods is to earn the profit. The

selling function creates demand for the products and involves creation and

expansion of markets for the goods produced in anticipation of demand.

Thus selling increases profit of the business and production of goods and

services available to the consumers in the society.

3. Assembling Functions of marketing assembling means collecting goods

of similar nature from different sources of supply, at one convenient

central place for further processing or distribution. Assembling is mostly

done in case of agricultural goods. When goods are assembled at one

place, the cost of warehousing, standardizing, grading, packaging,

labelling of goods is much lesser. Demand for agricultural goods is

perennial (through the year) and thus supply is maintained throughout the

year.

4. Standardization Functions of marketing, A standard is a norm or criteria

given to a product. It is a mental process of fix standards for a given

product like size, weight, color, strength, texture, purity, durability,

performance, etc. A standard reflects the quality of the product and helps

quality control. It creates trust and confidence in the minds of customer.

Organic certification for agricultural goods and Fair-trade certification

mark for manufactured and industrials goods. Standardization is very

essential for branded goods.

5. Grading Functions of marketing, grading refer to classification of

products in different categories on the basis certain fixed standard.

Grading is a physical process. It follows standardization. Each product is

grouped or graded. It reflects a certain level of quality.

6. Branding Functions of marketing, branding means giving a name, mark,

symbol, color or a combination of these to a product. An identity of a

product is created, and a customer can distinguish the products from those

of competitor's products. Brands give an assurance of a certain level of

quality and performance of the product. Branding is a tool used to survive,

face and fight competitions.

7. Transportation Functions of marketing, transportation refers to

movement of goods and services from the place of production to the place

of consumption. It removes the problem of distance and helps in

continuous production of goods, on a large scale. It helps in expanding

markets and maintains price stability and generates employment. It also

helps in balanced development of a country.

8. Warehousing Functions of marketing, warehousing creates time utility.

Goods have to be stored after they are produced until they are consumed.

At present, the goods are produced in anticipation of demand and so the

producers store the goods systematically in warehouses until the time of

sale. Storage helps to keep the steady flow of goods throughout the year

and also maintain price stability. The producer can concentrate on

production on a large-scale and also benefit from the economics of scale.

9. Financing Functions of marketing, finance is the life blood of business,

and finance is very essential for the smooth conduct of marketing function.

At every stage, it is very important to have adequate and cheap finance.

Finance is made available through loans and advances from banks and

financial institutions.

10. Market Research Functions of marketing, modern marketing requires a

lot of information accurately, adequately and promptly to solve many

marketing problems. The study of the marketing problems enables the

seller to know when to sell, where to sell, what price to sell, who are the

competitors, etc.

The market information helps the seller to know the likes, dislikes, taste,

and preference of the customers.

SCOPE OF STUDY

To conduct this research the target population was the break down service users,

who are using break down service.

Targeted geographic area of Delhi/NCR. Sample size of 50 persons was taken.

To these 50 people a questionnaire was given, the questionnaire was a

combination of both open ended and closed ended questions.

The date during which questionnaires were filled.

Some dealers were also interviewed to know their prospective. Interviews with

the managers of break down service providers were also conducted.

Finally the collected data and information was analyzed and compiled to arrive at

the conclusion and recommendations given.

RESEARCH METHODOLOGY

Research design

The Research available is descriptive so as to describe the complete qualities of services

available in market. It is overall operation pattern or frame work of the project that

stipulates what information is to be collected from which source and by what procedure.

Sources of Data collection

To do a research always we use two sources of data collection i.e. Primary and Secondary

Primary Source:

The primary data has been collected simultaneously along with the secondary data for

meeting the established objectives to provide in solution for problem identified in the

study. It is the source which collects the primary data through Questionnaire and record

the raw data for further analysis, Primary source is used by the face-to-face survey with

the customers of the company.

Secondary Source:

Secondary data, is the data collected by someone other than the user. Secondary data

analysis saves time that would otherwise be spent collecting data and, particularly in the

case of quantitative data, provides larger and higher-quality databases that would be

unfeasible for any individual researcher to collect on their own. In addition, analysts of

social and economic change consider secondary data essential, since it is impossible to

conduct a new survey that can adequately capture past change and/or developments.

As a researcher I have scanned a lot of sources to get an access to secondary data.

Secondary data study has provided a insight and forms an outline for the core objectives

established.

CHAPTER –II

CONCEPTUAL FRAMEWORK

Company Profile

Location

Company Name : Swastik Fruits Product Pvt.Ltd

Company Profile : Sales And Manufacturer

Established In : 1885

Director : Binay Sarawgi

Main Office : Swastik House, Upper Bazar, Gandhi Chowk, Ranchi (Jharkhand)

Marketing Div : Swastik Chambers, 3rd Floor, Gopal Complex, Ranchi

Manufacturing Unit/Plant : Tatisilwai, Industrial Area Phase 2, Ranchi (Jharkhand)

Employee : 5000

PRODUCT RANGE :

“FROOTI” – Mango Drink “APPY” – Apple Drink “APPY FIZZ” – Carbonated Apple Drink “BAILLEY” – Packaged Drinking Water

COMPITITERS :

MAZZA, SLICE, TROPICANA, JUMPIN, BISLERI, AQUAFINA, KINLEY

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)

Standard Certification

ISO certification HACCP certification

INDUSTRY PROFILE

About Us

A House Of Diversified Excellence

The SWASTIK GROUP renders services in the form of Consultancy. Supply of Equipments and Spares, Erection and Commissioning and operation in the following fields:

1.MiningandConstruction

  a. Open Cast Mining

Hydraulic Excavators, Rope Shovels, Blast hole Drills, Loading Equipment, Rear End dumpers, Draggles, Bulldozers, Motor Graders etc.

Coal and Mineral Preparation and Beneficiation Plants & Material Handling Equipment.

Pollution Control Equipment. Complete equipment for large Open-Pit Mining with annual productions of

10 million tons by Shovel-Hauler process or semi-continuous process.

  b. Underground Mining

Drilling, Loading, Man and Material Transportation Equipments, Under Ground Support Vehicles.

Complete projects for mining (Minerals and Metals).

2. Power Plants

Mini / Micro Hydel Power Projects. Thermal Power Projects up to 1000 MW. Hydel Power Projects up to 360 MW. Transmission and Distribution Equipment.

3. Materials Handling and Reduction Equipments

Cranes - EOT / HOT up to 250 MT capacity. Mobile Cranes - Tire mounted and crawler. Port cranes ( Luffing Cranes, Container Handling Cranes ). Barges, Sea going vessels. Crushers and Grinders.

4. Ferrous and Non-Ferrous Metal, Ferro- Alloys, Minerals and other metals

Aluminum, Brass, Copper, Chromium Metal, Ferro-Silicon, Rolled products, Steel, Silicon metal etc.

5. Machine Tools

Special Purpose Machine Tools. Foundry Equipments and Machines. Electrical Pneumatic and Cordless Engineering Tools. CNC Machines.

6. Forgings and Castings

Forging & Castings of Ferrous and Non Ferrous Metals, Mn Steel Casting, Liner Plates, Rolls for Rolling Mills etc.

7. Manufacturing

Frooti

Appy Fizz

Bailley

8. Export

Commodities

Tea, Spices, Jute, Processed Food (Veg. & Fruits), Rice, Fruit Pulp & Juice, Garments, Textiles, Cosmetics, Decorative Laminates, Marble, Minerals, Granite (Polished and Unpolished) etc.

Ferrous & Non-Ferrous Metals.

Forgings & Castings.

Engineering Products.

Material Reduction Equipments.

Spares for heavy earth moving machines.

9. General Trading

Bearings, Cement, Ferrous & Non-Ferrous Metals, Gears and Speed Reducers, Lubricants, Petroleum products, rubber compounds and Chemicals. Steel, Tyres and Tube etc.

10. Electrical Equipments and Components

Transformers

Switchgears

Motors

Luminaries

LT and HT Cables

11. Consultancy Services

We provide Engineering and Management consultancy Services for Infrastructure

Projects i.e. Roads, Bridges, Ports and Harbors, Water Treatment and Distribution, Sewage treatment, Material Handling Plants, Railways, Urban development etc.

12. News

The Pioneer 'Jharkhand Edition'.

ORGANISATIONAL STRUCTURE

An organizational structure is a mainly hierarchical concept of subordination of entities that collaborate and contribute to serve one common aim.

Organizations are a variant of clustered entities. An organization can be structured in many different ways and styles, depending on their objectives and ambience.] The structure of an organization will determine the modes in which it operates and performs.

Organizational structure types

Pre-bureaucratic structuresPre-bureaucratic (entrepreneurial) structures lack standardization of tasks. This structure is most common in smaller organizations and is best used to solve simple tasks. The structure is totally centralized. The strategic leader makes all key decisions and most communication is done by one on one conversations. It is particularly useful for new (entrepreneurial) business as it enables the founder to control growth and development.

Bureaucratic structures

Bureaucratic structures have a certain degree of standardization. They are better suited for more complex or larger scale organizations. They usually adopt a tall structure. Then tension between bureaucratic structures and non-bureaucratic is echoed in Burns and Stalker distinction between mechanistic and organic structures. It is not the entire thing about bureaucratic structure. It is very much complex and useful for hierarchical structures organization, mostly in tall organizations.

Post-bureaucraticThe term of post bureaucratic is used in two senses in the organizational literature: one generic and one much more specific . In the generic sense the term post bureaucratic is often used to describe a range of ideas developed since the 1980s that specifically contrast themselves with Weber's ideal type bureaucracy. This may include total quality management, culture management and matrix management, amongst others. None of these

however has left behind the core tenets of Bureaucracy. Hierarchies still exist, authority is still Weber's rational, legal type, and the organization is still rule bound. Heckscher, arguing along these lines, describes them as cleaned up bureaucracies, rather than a fundamental shift away from bureaucracy. Gideon Kunda, in his classic study of culture management at 'Tech' argued that 'the essence of bureaucratic control - the formalisation, codification and enforcement of rules and regulations - does not change in principle.....it shifts focus from organizational structure to the organization's culture'.

Functional structureEmployees within the functional divisions of an organization tend to perform a specialized set of tasks, for instance the engineering department would be staffed only with software engineers. This leads to operational efficiencies within that group. However it could also lead to a lack of communication between the functional groups within an organization, making the organization slow and inflexible.

As a whole, a functional organization is best suited as a producer of standardized goods and services at large volume and low cost. Coordination and specialization of tasks are centralized in a functional structure, which makes producing a limited amount of products or services efficient and predictable. Moreover, efficiencies can further be realized as functional organizations integrate their activities vertically so that products are sold and distributed quickly and at low cost. For instance, a small business could start making the components it requires for production of its products instead of procuring it from an external organization.

Divisional structureAlso called a "product structure", the divisional structure groups each organizational function into a divisions. Each division within a divisional structure contains all the necessary resources and functions within it. Divisions can be categorized from different points of view. There can be made a distinction on geographical basis (a US division and an EU division) or on product/service basis (different products for different customers: households or companies). Another example, an automobile company with a divisional structure might have one division for SUVs, another division for

subcompact cars, and another division for sedans. Each division would have its own sales, engineering and marketing departments.

Matrix structureThe matrix structure groups employees by both function and product. This structure can combine the best of both separate structures. A matrix organization frequently uses teams of employees to accomplish work, in order to take advantage of the strengths, as well as make up for the weaknesses, of functional and decentralized forms. An example would be a company that produces two products, "product a" and "product b". Using the matrix structure, this company would organize functions within the company as follows: "product a" sales department, "product a" customer service department, "product a" accounting, "product b" sales department, "product b" customer service department, "product b" accounting department. Matrix structure is amongst the purest of organizational structures, a simple lattice emulating order and regularity demonstrated in nature.

Weak/Functional Matrix: A project manager with only limited authority is assigned to oversee the cross- functional aspects of the project. The functional managers maintain control over their resources and project areas.Balanced/Functional Matrix: A project manager is assigned to oversee the project. Power is shared equally between the project manager and the functional managers. It brings the best aspects of functional and projectized organizations. However, this is the most difficult system to maintain as the sharing power is delicate proposition.Strong/Project Matrix: A project manager is primarily responsible for the project. Functional managers provide technical expertise and assign resources as needed.

ORGANISATION STRUCTURE OF COMPANY

DIRECTOR

Personal Plant Finance Marketing Logistic Dept. Manager Dept. Dept. Dept.

Personal Production Finance Marketing Logistic Manager Manager Manager Manager

Asst. personal Maintenance Account Territory Development Manager Engineer officer Manager

Staff Electrical Asst A.D.M officer Account

Laboratory staff Cashier Customer Supervisor Store supervisor Executive

PRODUCT AND MARKET

Product (business), an item that ideally satisfies a market's want or need.

The noun product is defined as a "thing produced by labor or effort" or the "result of an act or a process", and stems from the verb produce, from the Latin prōdūce(re) '(to) lead or bring forth'. Since 1575, the word "product" has referred to anything produced. Since 1695, the word has referred to "thing or things produced". The economic or commercial meaning of product was first used by political economist Adam Smith.

In marketing, a product is anything that can be offered to a market that might satisfy a want or need. In retailing, products are called merchandise. In manufacturing, products are purchased as raw materials and sold as finished goods. Commodities are usually raw materials such as metals and agricultural products, but a commodity can also be anything widely available in the open market. In project management, products are the formal definition of the project deliverables that make up or contribute to delivering the objectives of the project.

In general, product may refer to a single item or unit, a group of equivalent products, a grouping of goods or services, or an industrial classification for the goods or services.

Quality-Assurance

All the products of Parle Agro Pvt. Ltd. are manufactured under the most hygienic conditions. Great care is exercised in the selection & quality control of raw materials, packaging materials. Rigid quality standards are

ensured at every stage of the manufacturing process. Every batch of drink, packaged drinking water and confectioneries are thoroughly checked by quality experts using the most modern equipment. 

PRODUCT MIX OF SWASTIK FRUIT PRODUCT PVT. LTD.

The products manufactured by Swastik fruits product Pvt .Ltd are very limited in range as it is not independent to diversify its product when required. This is because it is a unit of Parle agro Pvt. Ltd. which supply the concentration for different brands of soft drinks.

Frooti

Bailley Packaged Water

Appy Fizz Apple juice

The chief consumers are young masses. beside direct consumers, hoteliers, restaurant owners and various soft drinks peddlers also used them. Thus it can be said that these are the product of mass consumption.

In Mumbai marketing company the head of sales & marketing department is in change of all the marketing activities i.e sales promotion, publicity, advertisement, market survey and shipping. Through his main function is to have a control of the out let distribution, sales manager is assisted by sales executives and sales supervisor.

Frooti

Appy Fizz

Bailley

Products are:-

Frooti

Brand: FrootiPast Agency: TBWA, Everest, Percept and Grey have handled Frooti’s advertising earlier. Current agency: Since 2007, the creative duties of Frooti are being handled by Creativeland Asia.

History of Frooti:

Frooti, or Mango Frooti, as it is popularly called, is the largest-selling ready-to-consume mango drink in India. Launched in 1985, it is the flagship product of Parle Agro Pvt. Ltd. When it was launched, it took the country by storm as it was the only beverage sold in an innovative Tetra Pak packaging which was a new concept for Indian consumers.

Ever since its launch, Frooti has acquired a large market share and continues to be the most popular mango drink even today. The tagline “Mango Frooti - Fresh and Juicy” has huge brand recall value for consumers and has helped the brand strengthen and consolidate its position as the market leader.

Frooti has been a trendsetter all through its 25 years of existence. From being the first fruit drink in a Tetra Pak, to being the first in a PET bottle, Frooti has innovated all along the way. Frooti as a brand has always tried to

evolve with its ever evolving consumers to be relevant to them at all times. This is what really makes Frooti one of the most trusted brands and the most preferred mango drink of India.

Current Positioning:

Madhur Pandey, Marketing Manager, Parle Agro said, “Frooti is India's legendary and iconic mango drink. When Frooti was launched in 1985, it came in as a really contemporary and youthful mango drink. Frooti was the first brand to introduce fruit drinks in tetra packs to Indian consumers. It was cool to have a Frooti. Even the imagery in Frooti commercials was way ahead of anything else the Indian society was exposed to.

In the nineties, our commercials revolved around the brand’s association with the king of fruits - Mango. Frooti commercials oozed fun and exuberance, while keeping the ‘Fresh & Juicy’ soul of Frooti intact.

As Frooti entered its second decade of existence, we realized we had to change the perception that Frooti was meant just for kids. There was a need for new positioning. Our ads then were more about making Frooti more relevant to the youth. The Yo Frooti campaign, Digen Verma and the Bindass campaign were steps in that direction. At this time, we also started conveying more of tactical communication in our ads, such as the launch of our innovative triangular packs at Rs 2.50 (‘5 ka 2’ ad), launch of Frooti in a PET bottle, launch of Frooti in a new orange packaging.

Lately, the mango drink segment in India has expanded with the entry of many players. Being the market leader in mango drinks, it is important that Frooti stands out while also retaining the brand association with mangoes. Keeping this in mind, we have evolved Frooti’s brand communication to a new level.

Our ads are no longer meant to just create buzz, they are created keeping in mind a long term brand vision. Even the treatment of subject in the ads has also changed. Instead of a story narrated through songs and dance, our new ads are more about situations and showcasing how consumers connect with Frooti.

Frooti’s most recent ad campaign with the ‘Why grow up’ theme, lays the foundation for a long-term strategy and vision for the brand. It not only

highlights the brand make-over, it also stays true to Frooti’s core mango values.

What made Frooti ads so endearing?

Pandey added, “We have never used a celebrity / brand ambassador for Frooti, yet our ads have always had tremendous mass appeal. What makes the Frooti ads so endearing is the fact that our ads have always been about mango lovers. Each ad speaks for Frooti’s brand heritage and stands for its long lasting relationship with Indian consumers. You would not find a single Frooti consumer who would not remember ‘Mango Frooti, Fresh n Juicy’. The line, popularized by the jingle in our ads is so memorable that you hum one part and someone else will complete the other.Mango lovers have always identified Frooti with mangoes. We have never had to enforce it. Over the years, Frooti has gone on to become India’s favorite mango drink.”

“We approximately spend Rs 10 crore on advertising,” Pandey said.

Changes in tag line over the years

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

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

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

a. Appy Fizz

Appy Fizz is the product beverage of Parle agro pvt. Ltd, Mumbai, manufactured at its franchise Swastik Fruits Product Private Limited, Tatisilwai. It is yellowish brown carbonated beverage with a flavor of ripe juicy apple.

c. Bailley packaged water

Bailley Packaged Water is the product beverage of Parle agro Pvt.Ltd, Mumbai manufactured at its franchise Swastik Fruits Product Private Limited, Tatisilwai. It is UV treated and ozonised.

Various Products line

A product line is "a group of products that are closely related, either because they function in a similar manner, are sold to the same customer groups, are marketed through the same types of outlets, or fall within given price ranges."Many businesses offer a range of product lines which may be unique to a single organization or may be common across the business's industry.So the product line of the swastik fruits product pvt. Ltd. IsPRODUCT LINE OF FROOTI AND ITS DETAIL -

FROOTI BOTTLE/CASE COST PER PC. MRP/CS MRP/PC

TCA 80 PCS 212.00 2.65 240.00 3.00

TCA JAR 24 PCS 60.00 2.50 60.00 3.00

200ML 24 PCS 216.00 9.00 240.00 10.00

500ML 24 PCS 540.00 22.50 600.00 25.00

1000ML 12 PCS 486.00 40.50 540.00 45.00

1500ML 08 PCS 432.00 54.00 480.00 60.00

Fig.- Product line of Frooti

Product line of Frooti

Frooti 65 ml TCA01

Frooti Tetra Pack 200 ml

02

Frooti Pet 200 ml03

Frooti 500 ml04

Frooti Pet 1000 ml05

Frooti 1500 ml06

PRODUCT LINE OF APPY FIZZ AND ITS DETAIL –

APPYFIZZ BOTTLE/CASE COST PER PC.

MRP/CS MRP/PC

300ML 24 PCS 432.00 18.00 480.00 20.00

500ML 15 PCS 378.00 24.33 420.00 28.00

1000ML 12 PCS 518.00 43.16 576.00 48.00

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

Fig.- Product line of Appy fizz

MARKETING ACTIVITIES

Market Opportunities

Today there is a growing health and wellness consciousness among consumers and an increasing importance given to fitness and healthy lifestyle choices. Changing work and lifestyle habits leave less time for home cooking and therefore spur demand for convenience and ‘complete nutrition’ from meal replacements. There is a greater inclination to ‘self-care’ rather than ‘medicate’, a greater awareness of the ‘functional’ benefits of health beverages and a greater willingness to pay a premium for such beverages. The Rs 500 crore non-carbonated beverage market in the country is composed of fruit drinks, nectar and juices. While the fruit drink segment is estimated at Rs 250-300 crore (branded and packaged), the juice market is valued at Rs 150 crore and the nectar is a small category of about Rs 35-50 crore. And the popular brands vying for a share in the sector are Parle's Frooti, Godrej's Jumpin, Coca Cola's Maaza, Pepsi's Tropicana, and Dabur's Real, Nastle's

Milo, Soy milk from ProSoya and branded fruit juices from Surya Foods among others.

INTRODUCTION

The soft drink being a FMCG has a wider and scttered market. thus to enable concentrated effort of marketing activities in different scattered market, for effectively setting the entire market is broken into the following segments.

ROUTE MARKET:outlets in this market cater to those people who are engaged in shopping,eating,outgoing to and from work, in amuse-ment centres etc.

HOME MARKET:outlets in this market cater to people buying pre-dominantly for home consumption, either by case or loose bootles.

AT WORK MARKET:outlets in this market people working in of-fice ,factories etc.an attempt is also made to make soft drinks redily and conviently available all day long while people are atively working .

2. PROMONTIONAL ACTIVITIES

Sales promotion ia key ingredient in marketing campaigns, consists of a diverse collection of incentive tools. Mostly short-term design to stimulate quicker and greater purchase of particular products or services by consumers.

To generate more sales as well as create and maintain its products swastik fruit products Pvt Ltd carried out several promotional activities and vital role in marketing.

Swastik Fruits Product Pvt. Ltd. carried out its promotional as a control and integrated programmed of communication and material design to present its

product to the prospective customers. It also helps in communicating the needs satisfying qualities of soft drinks to facilitate the sales and eventually to contribute towards the profit in long range. Several tools used by Swastik Fruit Products Pvt. Ltd for fulfilling the various purpose of its market development had been performed by us.

MARKETING STRATEGY

Strategic market is the process of communicating and sharing data between different department of an organization to collectively formulate future strategies and implement them with maximum efficiency. Strategic regarding which markets to serve and with what products; which brands to extend and at what intervals are developed. The strategic planning process helps organization view their future goals clearly. Strategic marketing planning involves planning the brand strategy, the product strategy, the sales promotion strategy, and the advertising strategy. Before developing any strategy, a firm to first to first develops a corporate mission statement which explains the business of the organization, and its customers. Established brands would need quite some time to penetrate the vast and scattered market. This activity can be started in towns and small cities on a small scale so that products become price competitive. During winter, the demand would go down but otherwise, rest of the 8-9 months would witness steady demand.

MARKET SIZE, GROWTH AND DEMAND

The total fruit beverage market is placed at Rs. 22 billion with the fruit based beverage market constituting 25% of the overall market. Thus the fruit based market has currently a potential of Rs. 5.5-6 billion. Until 3 year ago, the market which largely consisted of fruit drinks was growing at 30% due to its low base. But with the launch of new products in the niche segments like nectars and juices, the fruit drink market growth reduced to 10% as compared to 30% growth rate of juices and nectars.

The pure fruit juices segment is estimated at 100 corers and is growing at 40% growth rate while the synthetic segment is at 10% only. The per capita consumption of juice in India is estimated at 200 ml, which is expected to rise given china has attained a consumption level of 1500ml.

As per the study by Mckinsey and CO and CII, the market size of all fruit beverages is projected to grow very fast to Rs 20 billion level by the year 2000 from Rs 3.5 billion level currently. This figure is not inclusive of exports. The worth of tetra –pack market is currently estimated to be around Rs 400 crore , which is 10 % of the total soft drink market. At present, the tetra-pack market is growing at a rate of 10% - 12%, and in the near future companies like PepsiCo Inc. (Tropicana) are expecting a growth rate of 40%. But Godrej foods are skeptical of the growth rates and estimate it to be at 15% due to onslaught of carbonated soft drinks.

Demand and Supply

Many established brands as stated above have created awareness amongst the consumers and many of them have started switching over to fruit juice based beverages from the aerated beverages. Large companies and brands are popular in urban areas.

In- home packs do not witness any seasonality in the market and their distribution patterns remain normal throughout the year. Out of home packs like 250 ml face a lot of peaks trough and there is a lot of seasonality, which has to be looked after to manage demand and shoot profits.

Table : Demands Past & Future

Year ‘000MT

1995-96 262.0

1996-97 298.2

1997-98 340.0

1998-99 390.9

1999-00 447.6

2000-01 510.3

2001-02 579.2

2002-03 657.5

2008-09 1143.7

2009-2010(estimated) 1343.5

From the above table, the growth in market can be seen as increasing constantly from 7 to 16% in 1999-2000. In the next six to seven years, the market is poised to grow at 20% approximately.

The fruit beverage market in the Indian continent is segmented zone-wise as follows:

Table 2: Zone wise Shares

Segment Share(%)

North India 25

East India 20

West Indies 31

South India 24

Thus the fruit beverage market has more acceptances in Northern and Western India, which is due to the climatic condition prevailing there relative to the rest of the country.

Table 3: Market Growth Rate

1990-91 – 1996-97 13.8%

1996-97 – 2001-02 14.2%

2002-2009-10 14.%5

COMPETITORS OF FROOTI

Type Fruit juice

Manufacturer The Coca-Cola Company

Country of origin India

Introduced 1976

Variants Maaza Orange, Maaza Pineapple

Related products Slice, Frooti

Maaza is a Coca-Cola fruit drink brand marketed in India and Bangladesh, the most popular drink being the mango variety,so much that over the years, the Maaza brand has become synonymous with Mango. Initially Coca-Cola had also launched Maaza in orange and pineapple variants, but these variants were subsequently dropped. Coca-Cola has recently re-launched these variants again in the Indian market.

Mango drinks currently account for 90% of the fruit juice market in India. Maaza currently dominates the fruit drink category and competes with Pepsi's Slice brand of mango drink and Frooti, manufactured by Parle Agro.

While Frooti was sold in small cartons, Maaza and Slice were initially sold in returnable bottles. However, all brands are also now available in small cartons and large PET bottles. Of late, the Indian market is witnessing the entry of a large number of small manufacturers producing only mango fruit drink.

Maaza has a distinct pulpy taste as compared to Frooti and tastes slightly sweeter than Slice. Maaza claims to contain mango pulp of the Alphonso variety, which is known as the "King of Mangoes" in India.

HistoryMaaza was launched in 1976 in India. The Union Beverages Factory, based in the United Arab Emirates, began selling Maaza as a franchisee in the Middle East and Africa in 1976. By 1995, it had acquired rights to the Maaza brand in these countries through Maaza International Co LLC Dubai. In India , Maaza was acquired by Coca-Cola India in 1993 from Parle-Bisleri along with other brands such as Limca, Citra, Thums Up and Gold Spot. As for North America, Maaza was acquired by House of Spices in 2005.

Slice - Pure Mango Pleasure

Brand History

Slice was launched in India in 1993 as a refreshing mango drink and quickly went on to become a leading player in the category.

In 2008, Slice was relaunched with a 'winning' product formulation which made the consumers fall in love with its taste. With refreshed pack graphics and clutter breaking advertising, Slice has driven strong appeal within the category.

Brand Advantage

With the launch of “Aamsutra” campaign in 2008 along with a winning taste & most appealing pack graphics, Slice created disruptive excitement in the category and celebrated mango indulgence like no other.

While other players have portrayed mango as a simple and innocent fruit, Slice celebrates the indulgence and sensuality of consuming a

Mango. The creative idea “Aamsutra” communicates the art of experiencing pure mango pleasure through the taste of Slice.

As a first ever by any brand in the Juice and Juice Drinks Category, Bollywood’s reigning Diva, Katrina Kaif was signed on as the Brand Ambassador on Slice.

Slice took INDULGENCE to a new level in 2009 with the launch of the ‘Slice Pure Pleasure Holidays’, giving its consumers a chance to win luxuriant all-expense-paid holidays to their dream European destinations like Paris, Vienna, Greece and Venice.

Tropicana

Brand HistoryTropicana was founded in Bradenton, Florida, USA, in 1947. And is now enjoyed almost everywhere in the world. Carefully nurtured for over 50 years, it has matured into one of the most respected beverage brands. Today it is the World's no. 1 juice brand and is available in 63 countries. Since 1998, it has been owned by PepsiCo, Inc. Tropicana Premium Gold was re-launched as Tropicana 100% in year 2008.

Brand AdvantageIt continues to select the best in fruit to craft high-quality juices, create original products, pioneer innovative processes and explore new markets for its products. It is devoted towards a healthful lifestyle by ensuring that the products are naturally nutritious and provide the daily benefits that one needs.

Categories in India, Tropicana comes in 2 varieties: 100% Juices (sold as Tropicana 100%) and Juice beverages & nectars (sold as Tropicana).

DABUR REAL FRUIT JUICE

Real has been the preferred choice of consumers when it comes to packaged fruit juices, which is what makes India's No. 1 Fruit Juice brand. A validation of this success is that Réal has been awarded ‘India’s Most Trusted Brand’ status for four years in a row.

Today, Réal has a range of 14 exciting variants - from the exotic Indian Mango, Mausambi, Guava & Litchi to international favourites like Pomegranate, Tomato, Cranberry, Peach, Blackcurrant & Grape and the basic Orange, Pineapple, Apple & Mixed Fruit. This large range helps cater different needs and occasions and has helped Réal maintain its dominant market share.

A research conducted by Blackstone Market Facts even pointed out that Réal was preferred by over 50% of the respondents. What’s more, Réal was liked for being the better tasting juice - a category where likeability is primarily driven by taste.

Made from best quality fruits, Réal does not have artificial flavours and preservatives, and offer your kids not just great taste, but also FRUIT POWER - the power of fruits… the power to stay ahead. Loaded with the

power of Vitamin C, Réal fruit juices have all the necessary nutrients that keep you active all day long.

Réal is endorsed by PFNDAI

The nutritional contents of Réal Fruit Juices & Nectars are endorsed by PFNDAI -- Protein Foods & Nutrition development Association of India.

Protein Foods Association has been in existence for about forty years. It has gained credibility in health and food professionals such as physicians, nutritionists, dieticians, food scientists and technologists, etc. as an unbiased body, almost of the stature of an NGO. Even government officials have high regards for the association. So when the association lends its logo to any product, the product is accepted by them to deliver the nutritional contents as claimed by the manufacturer.

GODREJ JUMPIN MANGO JUICE

The foods division of Godrej Industries produces and markets edible oils,

vanaspati, fruit drinks, fruit nectar and bakery fats.

The division has two state-of-the-art manufacturing facilities: at Wadala in

Mumbai, the capital of the western Indian state of Maharashtra; and at

Mandideep near Bhopal in the northern Indian state of Madhya Pradesh. It

has a national distribution network consisting of 800 distributors and 24

consignment agents. The plants are equipped with the best of modern

equipment for the processing and packaging of a wide variety of food

products. These include:

The 'Jumpin' range of fruit drinks, which come in flavors such as mango,

apple, pineapple and orange. The 'Xs' range of fruit nectar (mango, litchi,

sweet orange and pineapple flavors). Tomato Puree (under the Godrej

brand). Fruit pulps and juices in bulk aseptic packaging.

Godrej Industries, in keeping with the philosophy of the Godrej Group,

believes that quality is the product of a combination of man and machine.

The foods division has people of outstanding caliber to go with the modern

technologies it uses. The result: the ability to deliver outstanding products.

SWOT ANALYSIS

SWOT analysis is a strategic planning method used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in a business venture. It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favorable and unfavorable to achieve that objective. The technique is credited to Albert Humphrey, who led a convention at Stanford University in the 1960s and 1970s using data from Fortune 500 companies.

A SWOT analysis must first start with defining a desired end state or objective. A SWOT analysis may be incorporated into the strategic planning model. Strategic Planning, has been the subject of much research.

Strengths: attributes of the person or company that is helpful to achieving the objective(s).

Weaknesses: attributes of the person or company that is harmful to achieving the objective(s).

Opportunities: external conditions that is helpful to achieving the objective(s). Threats: external conditions which could do damage to the objective(s).

Planning for an enterprise is entirely based upon Strength, Weakness, Opportunity, Threat (SWOT).The SWOT is an excellent technique for strategic planning. Howard business school has been by planner all over the world first develops the technique. Such analysis helps to promote deep thinking and creative solution by highlighting the root cause of problems. SWOT analysis enable the company to choose define its wanted future.

Under SWOT analysis, Strength is any characteristic or its sub system. Which afford its distinct competitive advantage. Strength of an organization originates from its intrinsic capabilities and environment condition. Weakness arises from adverse internal and external factor. Opportunities for a firm imply the area of profitable investment these are created by growth of a country and industry. Threats results from new competition, substitute product, etc.

The Opportunity and Threats comes under external analysis and which is done through the ETOP analysis. Whereas Strength and Weakness comes under internal analysis and which is done through the SAP.

Strength, Weakness, Opportunity, Threat analysis is known as SWOT, TOWS OR WOTS-UP analysis.

SWOT analysis is the technique the actual effect of the project handed company by should be measured.

DIAGRAMETIC REPRESENTATION OF SWOT ANALYSIS

SWOT ANALYSIS

INTERNAL ANALYSIS EXTERNAL ANALYSIS

STRENGTH WEAKNESS OPPORTUNITY THREAT

SWOT Analysis of SWASTIK Pvt. Ltd.

STRENGTH:-

Good quality

Good distribution channel

High availability

Suitable for all users

After sales services

WEAKNESS:-

High price

Lack of promotional scheme

OPPERTUNITIES:-

Industrial growth

Office automation

THREATS:-

Emergence of competition

Promotional schemes by the competitors

Threats from local assemblers

FINDING AND CONCLUSION

1. From chi square test, after processing the data we got the value the significance

level is 0.465 is less then 0.5.therefore Accept H0 and Reject H1. Means there is

no relation between price level and age groups of customers who likes frooti.

2. Frooti and other soft drinks are mostly sale in the general store so we can say that the better place for improving sale is the general store and after that other place is the pan shop.

3. In the outlet the mostly soft drink are available and Frooti and Maaza are the more frequent soft drink which is found and other soft drinks are available i.e. Slice, Jump in, Dabur real.

4. According to the retailer the nearest competitor of Frooti is the Maaza and Slice.

5. Other soft drink are the Jump in and other local fruits juice.

6. The distribution network of the Frooti brand is good as regards to their near com-petitors like Maaza and Slice. According to the retailer point of view because the manufacturing unit of Frooti is found in this state.

7. According to the given data it shows that the maximum selling of the bottle and TCA pack is in 200ml, 500ml, and 1000ml. So the best preferred size is 200ml and 500ml.

8. In the market the maximum customer know about the branded soft drink so this is advantage for the soft drink brand in the market.

9. In the market the most customer age segment is the 15 to 35. They are the promi-nent to visit the retail shop and purchase the soft drink. So the brand need to focus on this segment of customers.

10. According to the mostly retailer opinion the price of soft drink is high so the

11. Branded company need to change the price of the soft drink that helps to increase the sales.

12. If the price of the soft drinks will reduced then the sales will be increase as per the given data.

13. In the given data explain that the advertising media is the most prominent than other media so we can say that for improving sale of fruit soft drink should be use this media and that will affect the sale in the market.

14. Aggressive advertisement is the beneficial promotional activities for the sale pro-motion. Maximum retailer are agree from the aggressive advertisement.

15. According to response the sale promotion is increase if the brands provide free bottle scheme in the case and also favor in the discount should provide to pur-chase of product.

16. According to retailer perception time to time new scheme should be provide and regular supply is necessary in the market that improve the sale. Company should also provide the refrigerator for the own product refrigeration.

17. In the market the Maaza brand is the no. one position in providing the freeze to the retail shop and Frooti is the no. two position so Frooti need to improve in pro-viding the freeze to outlet with better service.

18. Mostly retailers are satisfied with company provided freeze.

CHAPTER IIIDATA ANALYSIS AND INTERPRETATION

INFERENCES

The consumers are becoming more health conscious.

The market share of NCSD is growing.

Great opportunity for Frooti to capture this growing market.

22 %

78 %

CARBONATED DRINK

FRUIT DRINK

IS FROOTI A HEALTH DRINK ?

What is a Health Drink?

Consumer will perceive any drink as a health drink if he / she thinks

drinking it will benefit his / her health.

This diagram shows the percentage of respondents who perceive Frooti as

a Health Drink.

INFERENCES

35%

18%

47%

YES

NO

Frooti is not perceived by the majority as a health drink.

Health drink consumers should be targeted.

CONSUMER AWARENESS REGARDING VARIOUS FLAVOURS OF

FROOTI.

MANGO GREEN MANGO

FLAVOURS

OTHERS 0%

20%

40%

60%

80%

100%97%

23%7%

MANGO

GREEN MANGO FLAVOURS

OTHERS

INFERENCES:

This diagram shows the percentage of respondents who are aware about

the various flavours of Frooti.

Less promotion of green mango flavour.

Less acceptance of green mango flavour among consumers.

SHOULD FROOTI COME IN OTHER FLAVOURS?

INFERENCES:

This diagram shows the percentage of respondents who think that Frooti

should come in other flavours.

NO 23%

YES 77%

WHICH FLAVOURS?

ORANGE APINE APPLE GRAPE OTHER 0%

5%

10%

15%

20%

25%

30%

35%

40%

36%33%

23%

8%

OTHER GRAPE APINE APPLE

INFERENCES:

In other flavours, consumers have gone for strawberry and lemon.

Consumers want Frooti in other flavours.

Huge market in flavours other than Mango.

Other than Mango, Orange and Pineapple are the most preferred

flavours.

IS FROOTI A CHILD DRINK?

INFERENCES:

Frooti is more of a family drink rather than a child drink.

Frooti has market in all age-groups.

YOUTH DRINK

7 %

CHILD DRINK 38 %

CHILD DRINK 52 %COMMON

DRINK

IS FROOTI READILY AVAILABLE?

INFERENCES:

This diagram shows the percentage of respondents who think Frooti is

readily available.

Good distribution channel of Frooti.

Good demand for Frooti in the market.

CHOICE OF CONSUMER

MAAZA SLICE FROOTI REAL

INFERENCES:

Emergence of Real as Frooti’s main competitor.

Growing threat to Frooti’s leadership in NCSD category.

Increasing consumer preference towards Fruit juice segment.

EFFECT OF PROMOTIONAL SCHEMES ON CONSUMER:

YES NO MAY BE 0%

10%

20%

30%

40%

50%

60%

34%

14%

52%

YESNOMAY BE

INFERENCES:

This diagram shows the percentage of respondents whose buying behavior

is influenced by promotional schemes.

Consumers are attracted towards promotional schemes.

Buying decision of consumer can be changed through consumer

schemes.

VALUE FOR MONEY

Value for money means the real value of the product in relation to the

price of the product.

MAZZ

A

FROO

TI

TROP

...

SLIC

E

JUMP

...

REAL

0%

1%

2%

3%

4%

5%

MAZZ

A FROO

TI TROP

... SLIC

E JUMP

... REAL

0.0350.035

0.025

0.04

0.0450.035

MAZZAFROOTI TROPICANA SLICE JUMPING REAL

INFERENCES:

This diagram shows the satisfaction the consumer derives by consuming

the product in terms of money in a 1-5 point scale given on the y-axis of

the diagram.

(1 indicating BEST and 5 indicating WORST)

CONSUMER AWARENESS REGARDING PACKAGING OF FROOTI:

82%

11%7%

PET BOTTLE

YES NOCANT SAY

83%

4%13%

TETRA PACK

YES NOCANT SAY

95%3%2%

TIN CAN

YES NOCANT SAY

88%

10%

2%GLASS BOTTLE

YES NO

CANT SAY

INFERENCE

Consumer is well aware of packaging of Frooti .

CONSUMER AWARENESS REGARDING AVAILABILITY OF VARIOUS QUANTITIES OF FROOTI.

50%

39%

11%

65 ML

YES NOCANT SAY

82%

17%

1%

200 ML

YES NOCANT SAY

50%43%

7%

500 ML

YES

NO

CANT SAY

49%

42%

9%

1000 ML

YES NOCANT SAY

INFERENCE:

As Frooti in 65 ml quantity was recently introduced and half of the

respondents know about it, this shows good promotion and good

init ial demand for new packaging.

CONSUMER RESPONSE TO NEW PET BOTTLE PACKAGING OF FROOTI.

80%

20%

YESNO

The above diagram shows the percentage of respondents who have tried

the new PET bottle of Frooti.

TASTE OF FROOTI IN PET BOTTLE PACKING:

25%

75%

YESNO

The above diagram shows the percentage of respondents who have tried

PET bottle packaging and found a change in taste of Frooti from other

packaging.

Some of the changes mentioned by the respondents are:

More sugar content

More viscous liquid.

CONSUMER PREFERENCE FOR VARIOUS QUANTITIES OF FROOTI

BELOW 100ml 200-250ml 500ml 1000ml0

10

20

30

40

50

60

70

80

90

20.427.4

90

20.4

BELOW 100ml

200-250ml

500ml

1000ml

INFERENCES

There is good demand for all the quantities.

Great demand for 200-250 ml.

Introduction of 65 ml was a good move.

CONSUMER RESPONSE FOR THE MOST CONVENIENT FORM OF PACKAGING

30%

51%

19%

TETRA-PACING PET - BOTTLE GLOSS BOTTLE

INFERENCE

As Frooti was the first to introduce PET bottle packing in NCSD

category, this shows it was the right move from convenience point

of view.

CONSUMER PREFERENCE FOR PACKAGING OF FROOTI:

A) Up to 300 ml:

TETRA-PACING PET - BOTTLE GLASS BOTTLE

0%

10%

20%

30%

40%

50%

60%

55%

39%

6%

GLASS BOTTLE PET - BOTTLE TETRA-PACING

INFERENCE

For smaller quantities and for one time consumption, consumers go

for tetra-pack packaging.

B) 500 ml and 1000 ml

TETRA-PACING PET - BOTTLE GLASS BOTTLE 0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

10%

83%

5%

GLASS BOTTLE PET - BOTTLE TETRA-PACING

INFERENCE

For larger quantit ies, consumers prefer PET bottle packing.

COMPARATIVE ANALYSIS OF TETRA-PACK PACKAGING IN

VARIOUS QUANTITIES:

UP TO 300ml 500ml 1000ml0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

UP TO 300ml500ml1000ml

INFERENCE

As quantity required increases preference for tetra-pack packaging

decreases.

COMPARATIVE ANALYSIS OF PET BOTTLE PACKAGING IN

VARIOUS QUANTITIES:

UP TO 300ml 500ml 1000ml0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

PET BOTTLE

UP TO 300ml500ml1000ml

INFERENCE

As quanti ty required increases preference for Pet-Bott le packaging

increases.

CHAPTER IVSUMMARY

CONCLUSION

1. From chi square test, after processing the data we got the value the significance

level is 0.465 is less then 0.5.therefore Accept H0 and Reject H1. Means there is

no relation between price level and age groups of customers who likes frooti.

2. Frooti and other soft drinks are mostly sale in the general store so we can say that the better place for improving sale is the general store and after that other place is the pan shop.

3. In the outlet the mostly soft drink are available and Frooti and Maaza are the more frequent soft drink which is found and other soft drinks are available i.e. Slice, Jump in, Dabur real.

4. According to the retailer the nearest competitor of Frooti is the Maaza and Slice.

5. Other soft drink are the Jump in and other local fruits juice.

6. The distribution network of the Frooti brand is good as regards to their near com-petitors like Maaza and Slice. According to the retailer point of view because the manufacturing unit of Frooti is found in this state.

7. According to the given data it shows that the maximum selling of the bottle and TCA pack is in 200ml, 500ml, and 1000ml. So the best preferred size is 200ml and 500ml.

8. In the market the maximum customer know about the branded soft drink so this is advantage for the soft drink brand in the market.

9. In the market the most customer age segment is the 15 to 35. They are the promi-nent to visit the retail shop and purchase the soft drink. So the brand need to focus on this segment of customers.

10. According to the mostly retailer opinion the price of soft drink is high so the

11. Branded company need to change the price of the soft drink that helps to increase the sales.

12. If the price of the soft drinks will reduced then the sales will be increase as per the given data.

13. In the given data explain that the advertising media is the most prominent than other media so we can say that for improving sale of fruit soft drink should be use this media and that will affect the sale in the market.

14. Aggressive advertisement is the beneficial promotional activities for the sale pro-motion. Maximum retailer are agree from the aggressive advertisement.

15. According to response the sale promotion is increase if the brands provide free bottle scheme in the case and also favor in the discount should provide to pur-chase of product.

16. According to retailer perception time to time new scheme should be provide and regular supply is necessary in the market that improve the sale. Company should also provide the refrigerator for the own product refrigeration.

17. In the market the Maaza brand is the no. one position in providing the freeze to the retail shop and Frooti is the no. two position so Frooti need to improve in pro-viding the freeze to outlet with better service.

18. Mostly retailers are satisfied with company provided freeze.

SUGGESTION:

Frooti can go for Salman Khan as a brand ambassador as he is very

popular in India and symbolizes good health. (Punch line can be

something like “After gym, have a Frooti”) Along with him, Frooti

should also go for a famous cartoon.

Character like Scooby Doo or Pokémon to target the kids and both

of them should feature together in the advertisement.

Limitation of the Survey

Few people were not responding as we expect from them and they were reacting

for the survey is conducted for false purpose.

Some of the responses might be biased.

Most of the survey was carried out in and around Ranchi city.

It is wholly based on primary data.

As the time was less for conducting the survey, so the survey could not be

conducted in a large area.

BIBLIOGRAPHY

Websites:

www.google.com

www.wikipedia.com

www.isource.com

www.frooti.com

Books:

Statistical Method by S.P.Gupta.

Research Methodology by C.R.Kothari.

Methodology of research in social sciences by Krishna swami.

ANNEXURE

QUESTIONNAIRE

PERSONAL PROFILE

NAME: AGE:

GENDER: [ ] Male [ ] Female OCCUPATION:

ADRESS: CONTECT NO.:

Q. no. 1 Type of outlet.

(a) General Store (b) Pan Shop

(c) Sweet Shop (d) Canteen.

Q. no. 2 Which brand of soft drink you deal in.

(a) Frooti (b) Maaza

(c) Slice (d) Jump in

(e) Dabur Real (f) Others.

Q. no. 3 Which company signage you have in your outlet?

(a) Frooti (b) Maaza

(c) Slice (d) Jump in

(e) Dabur Real (f) Others.

Q. no. 4 Which company have better distribution network.

(a) Frooti (b) Maaza

(c) Slice (d) Jump in

(e) Dabur Real (f) Others.

Q. no. 5 Which is most preferred size of the bottle by customer?

(a) 200ml (b) 300ml

(c) 500ml (d) 1000ml

(d) 1500ml

Q. no. 6 Do the customer know the difference between branded and non branded soft drink?

(a) Yes (b) No

Q. no. 7 Major age group of customers who buy soft drinks?

(a) 5-15 (b) 15-25

(c) 25-35 (d) 25-35

(e) 35-45 (f) 45 above

Q. no. 8 What do you feel about the price of soft drinks

(a) Very high (b) High

(c) medium (d) low

(e) Reasonable

Q. no. 9 Do you feel a price reduction will increase the sales of branded soft drinks?

(a) Yes (b) No

Q. no. 10 Which medium affect the sales most?

(a) Television (b) Magazine/Newspapers

(c) Display (d) Hoardings

(e) campaign

Q. no. 11 Do you think that aggressive advertisement further increase the sales volume of frooti?

(a) Yes (b) No

(c) No reply

Q. no. 12 What kind of promotional activities affect sales mostly?

(a) Free bottle scheme (b) Prize

(c) Discount creates (d) Others

Q. no. 13 What are your suggestion to improve the sale?

(a) New scheme (b) Advertisement

(c) Regular supply (d) Credit facilities

(e) Refrigeration system

Q. no. 14 Which company’s provide you a refrigerator?

(a) Frooty (b) Maaza

(c) Slice (d) Others.

Q. no. 15 Are you satisfied with refrigerator by company in your outlet?

(a) Yes (b) No