rasna project report

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To Study the Effectiveness of Distribution Channel in RasnaBeverage

CORPORATE INTERNSHIP PROGRAM PROJECT REPORT

SUBMITTED IN PARTIAL FULFILMENT OF PGDM PROGRAM2013-15

Submitted By

Name: Vatsal SrivastavaRoll No:124

Corporate Mentor

Name: Debashish BaruaDesignation: Marketing ExecutiveCompany: Rasna Beverages

Faculty Mentor

Name: Dr. Sharad Chaturvedi

Designation: Associate Professor

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ACKNOWLEDGEMENT

“Gratitude is the hardest of emotion to express and often does not find adequate ways to conveythe entire one feels.”

Summer training is an important part of PGDM and has helped me in learning a lot which will provebeneficial in my career.

For this, with an ineffable sense of gratitude I take this opportunity to express my deep sense ofindebtedness to Mr. Debashish Barua Marketing Executive in Rasna private limited (RasnaBeverages division ), who is my corporate mentor and gave me an opportunity to learn thecorporate culture during my PGDM course. At the same time I would thank all the company staff fortheir support and motivation.

I am also very much thankful to Prof. Sharad Chaturvedi who is my faculty mentor for her interest,persistent encouragement and untiring guidance throughout the development of the project. It hasbeen my great privilege to work under her inspiring guidance.

Vatsal Srivastava

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TABLE OF CONTENTS

SL.NO TITLE PAGE NO1. Executive Summary 6

2. Introduction to the Project 7

3. Introduction to the Industry and Organization 8

3.1.1 Non-alcoholic beverages 8

3.1.2 Alcoholic drink 9

3.2 Global Beverage Market 9

3.3 Beverage Industry in India 11

3.3.1 Current scenario 11

3.3.2 Indian Beverage Association 11

3.4 Rasna Company Profile 13

4. Project / Research Methodology 20

4.1 Research Objectives 20

4.2 Research design 21

4.2.1 Exploratory research 21

4.2.2 Causal research 22

4.3 Data collection design 22

4.4 Sampling Methodology 22

4.5 Statistical tool used 23

4.5.1 Correlation 23

4.5.2 Multiple regression 23

5. Analysis and Findings 24

6. Recommendations 48

7. Conclusion 49

8. References 50

9. Annexures 51

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LIST OF ILLUSTRATIONSGraphs

Figures

SL.No Title Page No

1 5.1 Age groups of respondent in Lucknow 24

2 5.2 Gender distribution of the respondent in Lucknow 24

3 5.3 Flavor of juice generally they prefer in Lucknow 25

4 5.4 Flavor of juice generally they prefer(Pie chart) 25

5 5.5 Brand prefer by customer in Lucknow 26

6 5.6 Brand prefer by customer(Pie chart) 26

7 5.7 Monthly consumption of Juice in Lucknow 27

8 5.8 Like/Dislike of Rasna Ju C in Lucknow 27

9 5.9 Age groups of respondent in Kanpur 28

10 5.10 Gender distribution of the respondent in Kanpur 28

11 5.11 Flavor of juice generally they prefer in Kanpur 29

12 5.12 Flavor of juice generally they prefer(Pie chart) 29

13 5.13 Brand prefer by customer in Kanpur 30

14 5.14 Brand prefer by customer(Pie chart) 30

15 5.15 Monthly consumption of Juice in Kanpur 31

16 5.16 Like/Dislike of Rasna Ju C in Kanpur 31

SL.No Title Page No

1 3.1 Beverage industry 8

2 3.2 Supply channel of Rasna Ju C 17

3 3.3 Distribution channel of Rasna Ju C 18

4 5 .1 SWOT analysis of Rasna Ju 45

5 5.2 strategy canvas of Rasna Ju C 46

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1. Executive Summary

Research starts having objective of to find out the conflicts among distribution levels in Rasna Ju C,also to find out the factors which are affecting the purchasing willingness of Retailers andCustomers. This report clearly mentions objective of the study and the research methodologyutilized, both primary data and secondary data. The data collection method used is a structuredquestionnaire in which the types of questions used are open ended, multiple choice and closeended.

The report contains a detailed view of the tasks, which have been undertaken to analyze themarket of Rasna Ju C. Competitive analysis of Rasna Ju C has been done on the bases of factorslike Product price, advertisement, varieties in product, modern outlet distribution, post sales serviceand brand awareness. These factors are selected on the bases of market observations and data iscollected by interviewing the retailers and feedback form.

Rasna Ju C has different flavors, low pricing with respect to its competitor and parent companybrand image but still this product is not performing well in the market. In this project, I interviewedsuper stockist, distributors and retailers. I observed the competitor marketing strategy and I foundsome gaps which are responsible for low performance of Rasna Ju C in Lucknow.

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2. INTRODUCTION TO THE PROJECTThe title of the project is “To Study the Effectiveness of Distribution Channel in Rasna Beverage”.The project objectives are:

Objective 1:To find out the consumer’s purchase willingness about Rasna Ju C

Objective 2:To find out the retailer’s purchase willingness about Rasna Ju C

Objective 3:To find out the conflicts among distribution levels

Rasna is a soft drink concentrate brand owned by Pioma Industries which is based in Ahmedabad,India. Its tagline "I love you Rasna" is aimed at children. Rasna is a highly dominant industry playerof soft drinks concentrates business. As of 2009, Rasna had a 93% market share in the soft drinkconcentrate market in India while as of 2012 Rasna has 80 per cent market share in the soft drinkconcentrate and powdered drink market in the country while multinational Cadbury-Kraft’s Tang is adistant No 2.Rasnais facing stiff competition from players like Kraft Foods India, which has evolvedan aggressive marketing strategy for its powdered beverage brand Tang with a new campaign andby sprucing up its distribution network. Rasna has launched Rasna Beverages Division. Under this,the first brand to be launched is Rasna Ju-C. Company is seeking to appeal to middle-incomeconsumers, stressing this product's economical pricing.

Issue(s) in Focus: Distribution network of Rasna Ju C Low customer aware about Rasna Ju C Competitive analysis of Rasna with Real and Tropicana SWOT analysis of Rasna Ju C Opportunity for improvements for Rasna Ju C

My place of work divided in two regions

1. Kanpur Region2. Lucknow Region

First I worked in Kanpur then was transfer to Lucknow. In Kanpur I worked with Super StockistKesharwani traders and three distributors named as Hexa Enterprises, E.S.K.A.Y Enterprisesand Y.K Enterprises. In Lucknow I worked with Mr. Pawan Agrawal (Distributor in Lucknow)

I performed the two responsibilities as given below:1. Sampling of the Rasna Ju C and collect the feedback of the customer (In both cities Kanpur

and Lucknow)2. Retailing in Lucknow and collect feedback of the retailer

The project involves interview of retailers and customers and sets of questionnaire

1. Customer feedback forms2. Retailer feedback forms

Limitation of the project:-The research has been carried out only for Lucknow and Kanpur city.

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3. INTRODUCTION TO THE INDUSTRY AND ORGANIZATION3.1 Beverage industry

The beverage industry refers to the industry that produces drinks. Beverage production canvary greatly depending on which beverage is being made. The websiteManufacturingDrinks.com explains that, "bottling facilities differ in the types of bottling lines theyoperate and the types of products they can run". Other bits of required information include theknowledge of if said beverage is canned or bottled, hot-fill or cold-fill, and natural orconventional. Innovations in the beverage industry, catalyzed by requests for non-alcoholicbeverages, include: beverage plants, beverage processing, and beverage packing.

3.1 Beverage industry

A wide range of drinks can be manufactured which contain as the base material either pulpedfruit or juice. Many are drunk as pure fruit juice without the addition of other ingredients, whereasothers are diluted with sugar syrup.

3.1.1 Non-alcoholic beverages

A wide range of drinks can be manufactured which contain as the base material either pulped fruitor juice. Many are drunk as a pure fruit juice without the addition of other ingredients, whereasothers are diluted with sugar syrup.

For simplicity, fruit drinks can be divided into two groups:

· Those that are drunk immediately after opening.· Those that are used little by little from bottles which are stored between uses.

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The former group should not need any preservative if processed and packaged properly. Howeverthe latter must contain a certain amount of permitted preservatives to have a long shelf-life afteropening.

The following list may prove helpful in distinguishing between the different types of drink:

1. Juices.These are pure fruit juice with nothing added.

2. Nectars.These normally contain 30 per cent fruit solids and are drunk immediately after opening.

3. Squashes.These normally contain at least 25 per cent fruit pulp mixed with sugar syrup. They arediluted, to taste, with water and may contain preservatives.

4. Cordials.These are crystal-clear squashes.

5. Syrups.These are concentrated juices which are clear. They normally have high sugar content.

Each of the above products is preserved by its natural acidity and by pasteurization. Some drinks(syrups and squashes) also contain a high concentration of sugar which helps to preserve them.

3.1.2 Alcoholic drinks

The most common examples of alcoholic beverages are wines and beers. Beer is usually madefrom a cereal, whereas wine can be produced from either cereals or fruit. Both can be distilled toproduce spirits with an alcohol content of 30-50 per cent.

Both wines and beers are produced by fermentation which involves the conversion of sugars in theraw material or added sugar into alcohol and carbon dioxide. Different varieties of theyeast Saccharomyces cerevisiae are used to produce wines or beer Although it is possible to useany strain of brewer's yeast for fermentation, it is necessary for a small producer to select one thatworks well and then continue to use it to produce a consistent product.

The manufacture of beverages is one of the most competitive areas in whichsmall businesses can operate. Fruit drinks are the most accessible product (in technological terms)for small producers, but even with these there is strong competition from carbonated soft drinks,and it is necessary to establish that there is a demand for a certain drink before production starts.

3.2 Global Beverage MarketThe global beverage market has been forecast to increase at a compound annual growth rate(CAGR) of 4.6% over the next five years, to reach a market value of $1,347 billion by 2017. Theglobal beverage industry's rising product demand, not much affected by the currents of globalrecession, bears testimony to its unyielding growth throughout.

Until recently, the beverages market was divided simply between alcoholic and non-alcoholicbeverages. As consumers' tastes grew more sophisticated and demand surged for a variety ofbeverage options catering to lifestyle changes and health concerns, the beverages industry hasresponded with a dizzying array of options to choose from.

The industry consists of the total revenues generated through the sale of soft drinks, beers,ciders, flavored alcoholic beverages (FABs), spirits, and wines. Products manufactured by thebeverage industry include: bottled water, juice, sparkling and still drinks, syrups, nectars, ready-to-drink and regular teas and coffees, dairy drinks, energy drinks, sports drinks, fruit powders,and alcoholic drinks such as beer, wine, cider and spirits.

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The industry experienced a CAGR of 2.3% for the period spanning 2007-2016.The market isflooded with innovative products which lead to the global beverage industry's highly competitivenature. Customer loyalty is vital to the industry's growth and to achieve and retain it; companiesconstantly strive towards manufacturing high-quality products.

Some of the expected industry growth propellers are urbanisation, expansion in middle classpopulation, and increase in double income family. All companies are keen on getting a share ofmarket profit which has driven them to develop new strategies such as aggressiveadvertisement and maintaining efficient distribution channel maintenance to earn more profits.

The soft drinks industry will continue to straddle two different worlds: the mature developedmarkets where growth has stagnated and developing markets where previously high growthrates have slowed, but still offer the greatest upside. Bottled water will continue to lead the softdrinks sector in volume terms, with a projected growth rate of 5.4% over the coming year.Ready-to-drink tea and Asian specialty drinks will be the fastest-growing soft drink segmentswith projected growth rates in 2013 of 9% and 14%, respectively.

Global energy drinks consumption surged by 14% in 2011 to 4.8 billion liters, adding over 1.5billion liters since 2007. Average growth over the past five years has been 10% a year. Valuehas risen even more sharply, by an average 13% a year, to €26,500 million or $37,000 million in2011. Leading brands include Red Bull, Monster and Burn.

The world beer market, which includes flavored alcoholic drinks and cider, generated salesworth more than $585 billion in 2010. Market growth is expected to remain steady at a yearlyrate of around 1.5% through 2015, bringing market value close to $630 billion by 2015.

The global market for spirits expanded more than 3% in 2010 to reach almost $263 billion. It ispredicted the market will exceed $306 billion in 2015, a near 17% increase over five years. In2010, the spirits market expanded 2% to exceed 19 billion liters. It is expected to reach over 21billion liters in 2015, an 11% increase in the five-year period. Whiskey leads the spirits market,representing almost 27% of the overall market.

It's been the best of times and the worst of times for the beverage market. It has weatheredmany headwinds, including volatility in the supply chain with higher input costs for keycommodities, with sugar prices rising 150% since 2008, corn prices climbing 85%, and coffeeprices increasing 42% since June 2010.

Packaging and distribution costs have also skyrocketed, with oil prices up 150% since January2009 and aluminum costs up 25% since January 2010. Juice pricing has also sent shockwavesthrough the beverage industry over the past year, and we will continue to see volatility in inputcosts for the near term.

One of the biggest overarching trends in the global beverage market is that consumers aretrading traditional carbonated soft drinks for "better for you" alternatives amid rising concernsover obesity. The wellness movement is fuelling growth in ready-to-drink teas and waters, andas consumers seek more enhanced products with functional benefits, beverage companies areresponding by increasing their use of fortifications such as vitamins, minerals, caffeine andantioxidants. Global beverage players also are meeting new consumer demands by introducinga tier of low- and mid-calorie beverages.

Current economic environment remains gloomy in western markets and Eurozone countries arehaving a particularly turbulent ride. The signs so far indicate more difficult times ahead for theglobal economy and on-going challenges for the beverages industry.

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3.3 Beverage Industry in India

The beverage industry in India constitutes of around USD 230 million among the USD 65 billionfood processing industry. Fruit juices, pulp and concentrates, and sauces or ketchups are doingvery well in the beverage market in India for the past few years. Various milk products, healthbeverages, beer, and country liquors have also been contributing largely in the rising demand ofbeverages in India.

3.3.1 Current scenario

The Indian non-alcoholic beverages market is currently growing at 15 per cent year-on-year (Y-O-Y). “As more people are trading up to packaged drinks, consumption of non-alcoholic beverages inIndia is expected to increase by 16.5–19 per cent over the next three years,” according to a reportby the Indian Council for Research on International Economic Relations (ICRIER) and the IndianBeverage Association (IBA).Within the beverages market, packaged juice has charted a high growth trajectory. As of March2013, the Indian packaged juices market is valued at Rs 1100 crore (US$ 183.89 million) and isprojected to grow at a compound annual growth rate (CAGR) of 15 per cent over the next threeyears. Dabur India Ltd is the established leader with a market share of 54 per cent with its brandsReal and Real Active. PepsiCo India is the second largest player with a 25–30 per cent sharethrough its Tropicana juice brand.

3.3.2 Indian Beverage Association

Leading Indian companies with direct and allied interests in the non-alcoholic beverage industryhave come together to form the Indian Beverage Association (IBA). These companiesinclude Dabur India Ltd, Red Bull India Pvt. Ltd, Tetra Pak India Pvt. Ltd, Pearl Drinks Ltd, BengalBeverage Ltd, Jain Irrigation Systems Ltd, Coca-Cola India and Pepsi co India Holdings Pvt.Ltd. The Indian Soft Drinks Manufacturers Association (ISDMA) is also a member of the IBA. TheIndian Beverage Association is the first such industry organization in India. It intends to act as acommon voice for the non-alcoholic beverage industry and play an increasingly significant role inthe growth of this sector, a sector that drives the economy by providing employment opportunitiesand driving Income growth.

IBA aims to bring together all stakeholders to a common platform to promote growth of the non-alcoholic industry. The Association will serve as an inter-face between the industry, the governmentand the public, besides providing a unified and focused viewpoint in respect of legislative andregulatory matters. It will also serve as a platform to share and exchange knowledge andinformation on industry best practices related to non-alcoholic beverage Industry.

The non-alcoholic ready-to-drink beverage segment has been growing at a compound annualgrowth rate (CAGR) of 13 per cent since 2009, and is one of the segments that have defied theslowing economic group. The non-alcoholic ready-to-drink beverage industry is one of the largestinvestors in the country and has contributed significantly to the growth of allied industries. Thisindustry is witnessing robust growth, driven by a combination of factors such as increasedinvestments and innovations. IBA aims to act as a catalyst to enable the non-alcoholic beverageindustry to play an increasingly significant role in the growth of the economy, by providingemployment opportunities and driving income growth and therefore has raised its expectations withthe government authorities.IBA also suggested that CODEX should be made a reference point fornational food control agencies. The international food standards, guidelines and codes of practicelaid down by CODEX contribute to the safety, quality and fairness of international food trade.Referring to CODEX will help the Indian beverage industry contribute a higher share to the globalfood and beverage trade, which is estimated at $200 billion dollars. Coca cola, Pepsi, and Rasnaare the leading beverage brands that have been ruling the Indian beverage market since past few

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decades.The beverages division of the Ahmadabad-based soft drink concentrate maker Rasna,

which recently entered the ready-to-drink fruit juice segment with the launch of Ju-C.As for Ju-C, the Rasna chairman said, “We currently get the beverage contract-manufactured, whileRasna itself sources the key raw material, and the processing is done at the plants owned by thecompany. Bottling is done at hired plants as of now, but if we feel the need for a mother plant forbeverages arises in the coming years, we would be open to it,” he informed. The beveragesdivision was established recently.

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3.4 RASNA COMPANY PROFILE

The brand Rasna is owned by Pioma industries that introduced the concept of soft drinkconcentrates(SDC), a segment that had been created and nurtured by the company in the Indian beveragesmarket. During the introduction period the company launched it under the brands name, jaffe and itmarketed with the help of Voltas. Then it changed its name to Rasna in the year 1979. It was thefirst brand in the country that provided consumers real fruit-like flavor and taste. Not only has thecompany understood the requirements of the Indian consumer, it has, at all times made efforts tooffer the best possible value proposition in keeping with the Indian mindset of ‘value for money’

Rasna Pvt. Ltd. is a proudly family owned ISO 9002 & HACCP Certified Company.

Rasna is philosophy rests on producing and marketing the best of products and developing long termrelations in the market. Rasna Pvt. Ltd. holds steadfastly to its commitment to excellence,a commitment to being one of the largest Soft Drink Concentrate Manufacturing Companiesin the world.

Rasna, started in 1985, introduced the powdered drink category in India, made famous bythe iconic 'I love you Rasna' campaign that ran for decades. Rasna dominates the powderdrinks market estimated at Rs 500 crore with about 80% share, despite competition fromCadbury Kraft's Tang and Coca-Cola's Fanta Fun Taste.

Rasna has, over the last 10 years, successfully spread its wings with its Exports Division, offering theextremely successful Soft Drink Concentrates, Instant Drink Powders and Ethnic range ofproducts to the global markets.

Rasna has extended its range to include other products, synergetic to its basic activities,by introducing avariety of processed food products for the global consumer. Rasna has gained 1st rank in the soft drinkbeverage category. Rasna has also received the 1stFMCG Award in the soft drinkconcentrate category.

Currently Rasna holds close to 80% market share in the soft drink concentrated market tin India.As a tribe in action it promises to deliver, with individual performance and economyenhancement, substantial gain in its products for consumers at large to relish at every momentof their lives.

Rasna has always been a brand that every Indian knows of as standing tall, quality flavor andenjoyment in the in-house market of soft-drinks. Its backward integration ensures that most of theraw-materials are made by Rasna directly or through job work. Rasna received theSuperior Taste Award 2008 instituted by The International Taste & Quality Institute.

Rasna has always been recognized at large for brand and company. It ranks no.1 inthe beverage category as ³Most Trusted Brand of India. It is listed among the top 15 brandsin the country. It was awarded as the most preferred brand in SDC category at the FMCGMost Preferred Awards 2003 & 2004 and Consumer World Award 2004. It has pioneerednot only with its strong marketing strategies but also with its proper scaled distributionchain. Rasna has always looked into its marketing and brand building and has achieved anexpertise in flavor technology. Its efficient management in production and marketenvironments has harnessed to bring to the Global consumers, technologically superiorproducts in fruits, vegetables, and beverages, confectioneries... to stand as a leader in theProcessed Food Industry. It has focused towards bringing to the Global Consumers Ethnicrecipes and Food Products from India. Rasna has adequate and in-depth knowledge &information on Market sizes and behaviors, Growth prospects, Project Viabilities,Government Policies, Finances etc. and access to more, enabling the company to respondfast to any proposal with suitable recommendations. It believes that there is a huge and

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emerging market for Rasna’s kind of product range, all over the world. Rasna is capable ofmanaging global sized manufacturing set-ups working on the most advanced technologiesto cater to the huge markets, nationally and globally. Rasna as a brand has won manyawards and credentials surpassing any other soft drink concentrate company. Rasnaproudly received Superior Taste Award 2008 instituted by The International Taste &Quality Institute (ITQI), Belgium given to Mr. Areez Khambatta, the Founder Chairman andInnovation Officer at the hands of Hon. Shri Subodh Kant Sahai, Minister of State for FoodProcessing Industries, Govt. of India with the blessing of Dasturji (Dr.) Firoze M. Kotwal(High Priest of Mumbai) in the august presence of Mr. Christian DeBauw of ITQI.Rasna has managed to dominate the colossal SDC market because of its massiveInternational Operations. One of Rasna's biggest strength is its Marketing and Sales setup,through which millions of consumers worldwide are experiencing the flavor of satisfaction.Having commenced international operations in 1993Rasna is currently marketing its diverse Product range in a majority of the world markets. Itprovides a strong and proactive marketing support to its distributors and importers aroundthe world-just so that their products stand out, and apart, on the shelves. Timely deliveryschedules of its products anywhere in the world are what have helped them to reach astrong position in the global markets.

Rasna global presence

Rasna Global Offices:

USA & CANADA

UK and EUROPE

SOUDI ARAB

RUSSIA

The strong chain of distribution to large no. of countries within a stipulated period of timehas helped the brand gain a reputation in the market. It has also helped Rasna in creatingenormous business relations all over the globe.

Pioma Industries is a highly dominant industry player, with its sights set firmly on the soft drinksconcentrates business. In the review period, the company tested several types of products in theconcentrate format: the powder-liquid mix concentrate Rasna Utsav, Rasna Shake Up (shake mix)as well as a cola-flavored powder concentrate. Pioma Industries is seeking to appeal to middle-income consumers, stressing this product's economical pricing.

Rasna Product line:

1976-: Introduced SDC under the brand name "JAFFE" 1979-: Brand name change to "RASNA" 1980-:1990-: Ruled the market by the tag line "I LOVE U RASNA" 1991- : Decline in sale due to the entry of competitors i.e. Coca-cola, Pepsi etc 1993-: Launched product of 2 categories at global level i.e. "Rasna Beverage, foods &

Rasna ethnic basket" 1996-: Launched Rasna international & Rasna royal as pre sweetened mix drink 1999-: Launched 2 new flavor "Rasna Parker & Rasna Aqua Fun" 2000- Launched ORANJOLT aerated drink but soon fail 2001-: Company name changed to Rasna ltd

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2002-: Launched RASNA UTSAV & RASNA ROJANA as juice products 2013-: Rasna enter ready to drink beverage segment with the brand name "RASNA JU-C"

Rasna Beverage Division

Moving on to new pursuits with the continuing commitment of hard work and consumerresearch, Rasna has launched Rasna Beverages Division. Under this, the first brand to belaunched is Rasna Ju-C. Rasna JU-C was launched about a year back in Delhi and slowly spreadtheir wings in other parts of North and west India. Rasna Ju-C is a brand new and innovativeaddition to Rasna existing portfolio and is to fulfill the need gaps for consumers, basis their tastesand preferences. The introduction of the new category signifies the acknowledgment that companyhas developed an innovative product and believes in offering the best products to their customer’sproducts that are enriched with natural taste, more nutritional value and a variety of flavors albeit atvery competitive prices.

Mission of the company

“We aim to establish ourselves as the country's leading source of healthy energy in the form ofnaturally blended juices, beverages and derivatives, through constant innovation and a commitmentto forge long lasting relationships”

Products

Nutritioncomponent forRasna Ju C

Energy60 kCal

CarbohydrateOf

15.0g

Which sugar 13.8g

Fat 0 gProtein 0 gVitamin C 20 mg

Vitamin D0.25mcg

Iodine 4.5 mcgVitaminB12

0.05mcg

Folic acid 3mcg

Vitamin B10.045mg

Vitamin B3 0.55 mgVitamin B5 0.15 mgBiotin 0.6mcgVitamin A 20 mcg

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Zinc 0.35mgSelenium 2.0 mcg

Products Flavor

Rasna Ju C is available in six flavors Orange, Apple, Pine Apple, Mango, Guava, Mixed fruit

Orange:

Rasna Ju-C orange ready to drink orange fruit beverage is a great tasting and easy way to achievepower pack of nutrients and refreshment.

Apple:

1 glass (200ml) of Rasna Ju-C apple gives 100% RDA of Vitamin C. it’s a pure delight to make it apart of our daily consumption.

Mixed Fruit:

It’s a real pleasure to have a mix of exciting 4 fruits – guava, orange, mango and pineapple. Anexcellent source of Vitamin C and other essential vitamin and minerals which boost the immunitylevels

Mango:

Ju-C Mango nectar is pre-pared from best quality of mangoes and packed with their natural inprepared and goodness.

Fun Facts of Rasna JU C:

100% RDA of Vitamin C

Every 200 ml serving of Ju-C consists of 100% RDA which fulfills the daily requirementof Vitamin C. Vitamin C is an essential part of everyday diet; it strengthens our immunitysystem which protects us from infections.

Vitamins and Minerals

Ju-C, with the power Vitamin C, is packed with the power of 11 other essential vitaminsand minerals which play a vital role in the development of human body.

Best of Fruits

Rasna Ju-C is filled with the choicest of fruits which lend it a tempting flavor and quality. Itis a unique drink in its category which provides health benefits with irresistible flavor.

Best of taste:

Ju-C understands the Indian palette very well; the same understanding is adaptedpractically in coming up with irresistible flavors which everyone enjoys. Ju-C is currentlyavailable in 4 flavors

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Supply Channel of Rasna Ju C

3.2 Supply Channel of Rasna Ju C

Product is produced in the Manufacturing unit. Rasna has two manufacturing unit Faridabad(Haryana) and Mehsana (Gujarat).

The packed product has been sent to company warehouses. Rasna has five warehousesGhaziabad, Mandoli, Ahmedabad, Bhiwandi, and Kundali.

From the company warehouse product has been delivered to the different super stockistaccording to their demand.

After that, super stockist delivered the product according to the distributor demand.

Finally distributor delivered the product to the retailer according to their demand.

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Distribution Channel of Rasna Ju C

3.4 Distribution Channel of Rasna Ju C

Rasna has four layer of distribution channel. Super stockist collects the product from warehouses ofthe company.

Super stockist forwards the product to distributor according to the demand.

Distributor distributes the product in retail shop which comes under its distribution area.

In the last retailer sells the product to customer or consumer.

Distribution Channel:

Distribution channel is defined as the path or route along which goods move from producers ormanufacturers to ultimate consumers or industrial users. In other words, it is a distribution networkthrough which producer puts his products in the market and passes it to the actual users. Thischannel consists of producers, consumers or users and the various middlemen like wholesalers,selling agents and retailers (dealers) who intervene between the producers and consumers.Therefore, the channel serves to bridge the gap between the point of production and the point ofconsumption thereby creating time, place and possession utilities.

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A channel of distribution consists of three types of flows:-

Downward flow of goods from producers to consumers Upward flow of cash payments for goods from consumers to producers Flow of marketing information in both downward and upward direction i.e. Flow of

information on new products, new uses of existing products, etc from producers toconsumers. And flow of information in the form of feedback on the wants, suggestions,complaints, etc from consumers/users to producers.

These channels of distribution are broadly divided into four types:-

Producer-Customer: -

This is the simplest and shortest channel in which no middlemen is involved and producers directlysell their products to the consumers. It is fast and economical channel of distribution. Under it, theproducer performs all the marketing activities himself and has full control over distribution. Aproducer may sell directly to consumers through door-to-door salesmen, direct mail or through hisown retail stores. Big firms adopt this channel to cut distribution costs and to sell industrial productsof high value. Small producers and producers of perishable commodities also sell directly to localconsumers.

Producer-Retailer-Customer: -

This channel of distribution involves only one middleman called 'retailer'. Under it, the producersells his product to big retailers (or retailers who buy goods in large quantities) who in turn sell tothe ultimate consumers. This channel relieves the manufacturer from burden of selling the goodshimself and at the same time gives him control over the process of distribution. This is often suitedfor distribution of consumer durables and products of high value.

Producer-Wholesaler-Retailer-Customer: -

This is the most common and traditional channel of distribution. Under it, two middlemen i.e.wholesalers and retailers are involved. Here, the producer sells his product to wholesalers, who inturn sell it to retailers. And retailers finally sell the product to the ultimate consumers. This channelis suitable for the producers having limited finance, narrow product line and who needed expertservices and promotional support of wholesalers. This is mostly used for the products with widelyscattered market.

Producer-Agent-Wholesaler-Retailer-Customer:-

This is the longest channel of distribution in which three middlemen are involved. This is usedwhen the producer wants to be fully relieved of the problem of distribution and thus hands over hisentire output to the selling agents. The agents distribute the product among a few wholesalers.Each wholesaler distributes the product among a number of retailers who finally sell it to theultimate consumers. This channel is suitable for wider distribution of various industrial products.

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4. Project / Research MethodologyThis chapter discuss about the nature of study, research design, methods of data collection,sampling process, sampling design, questionnaire design, pilot testing, constructs measurement,data processing and methods of data analysis. After that, the sources of primary data were beingidentified.

4.1 Research Objectives

Objective1: To find out the consumer’s purchase willingness about Rasna Ju C

Dependent Variable: Purchase WillingnessIndependent Variable: Factors which are affecting customers Purchasing Willingness for RasnaJu C (Taste, Availability of product, Varieties in Flavors, Brand Awareness, Package Size,Advertisement, Scheme and discount)

Null Hypothesis (Ho): There exists no significant impact of Taste, Availability of product, Varietiesin Flavors, Brand Awareness, Package Size, Advertisement, Scheme and discount on purchasewillingness of customers.

Alternate Hypothesis (Ha): There exists significant impact of Taste, Availability of product,Varieties in Flavors, Brand Awareness, Package Size, Advertisement, Scheme and discount onpurchase willingness of customers.

Objective 2: To find out the retailer’s purchase willingness about Rasna Ju C

Dependent Variable: Purchase WillingnessIndependent Variable: Factors which are affecting retailer Purchasing Willingness for Rasna Ju C(Frequency of PUBLIC SERVICE REPRESENTATIVE visit, Delivery of product, Availability ofproduct through year, Margin, Brand Image ,Packaging, Customer demand, Promotion, Expiryproduct return)

Null Hypothesis (Ho): There exists no significant impact of Frequency of PUBLIC SERVICEREPRESENTATIVE visit, Delivery of product, Availability of product through year, Margin, BrandImage ,Packaging, Customer demand, Promotion, Expiry product return on purchase willingness ofretailers.

Alternate Hypothesis (Ha): There exists significant impact of Frequency of PUBLIC SERVICEREPRESENTATIVE visit, Delivery of product, Availability of product through year, Margin, BrandImage ,Packaging, Customer demand, Promotion, Expiry product return on purchase willingness ofretailers.

Some independent variables (Taste, supply of product, product price, customer demand) found outwith the help of literature review. To know more about the factors, which affects the purchasingwillingness of customers and retailer’s, exploratory research was performed. Their impact on thedependent variable will be found out by using causal research.

Data collection design

Primary Data: Responses through questionnaires and interviews

Secondary Data: Through Internet

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4.2 Research Design

Stage 1:

Exploratory Research:-

1. A pilot survey conducted to find out the factors which are influencing the purchasingwillingness of customers.

2. A pilot survey conducted to find out the factors which are impacting retailer perceptionand Purchasing Willingness.

Stage 2:

Causal research was performed to find out the impact of the variables on the PurchasingWillingness of customers and retailers.

4.2.1 Exploratory Research

Exploratory research is often conducted because a problem has not been clearly defined as yet, orits real scope is as yet unclear. It allows the researcher to familiarize him/herself with the problemor concept to be studied. It is the initial research, before more conclusive research is undertaken.Exploratory research helps determine the best research design, data collection method andselection of subjects, and sometimes it even concludes that the problem does not exist

Benefits / Advantages of Exploratory Research:

Increased Understanding:

The main objective of exploratory research is to improve a researcher’s knowledge of a topic. Itshouldn’t be employed to draw definite conclusions, because of its lack of statistical strength,however it can help an investigator begin to determine why and how things happen.

Assistance to Researchers:

It assists market researchers to find potential causes to the signs or symptoms conveyed bydecision makers. Researchers may carry out research to build up a list of possible causes to theproblem. Additional more extensive study may then verify which possibility or possibilities are mostthe likely causes.

Flexibility of Data Sources:

Exploratory studies use secondary sources for example published literature. Other resourcesutilized in exploratory studies include informal discussions, formal structured interviews, pilotstudies or case studies. These may well include consumers, colleagues, patients or customers.

Better Conclusions:

It can be extremely beneficial in guiding future research techniques. A better knowledge of a topichelps hone subsequent research questions and will significantly raise the effectiveness of a study’sfindings. It is also very helpful in figuring out the best approach to achieve a researcher’sobjectives.

Over time it can assist decision makers and research workers cut costs:

In spite of its expense, most often employed techniques cost considerably less than large scaleformal research like surveys or experiments. Thus, if exploratory work aids researchers address thecorrect questions and avoid mistakes in the conduct of these larger research projects, then theymerit their expenditure.

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Strategic Planning:

Exploratory design in some circumstances can save a lot of time and money by flagging dead endsearly.

4.2.2 Causal Research

Causal research, as the name specifies, tried to determine the cause underlying a given behavior.It finds the cause and effect relationship between variables. It seeks to determine how thedependent variable changes with variations in the independent variable.

4.3 Data collection design

In this study data will be collected on the following variables: flavor preference, brands preference,parameters like quality, delivery, margin, frequency of personal visits, packaging, availability andpromotional schemes are evaluated on a 5 point Likert scale

The survey is done in the two cities Lucknow and Kanpur. Data is collected by questionnaires,Interviews, Observation. A copy of the questionnaire has been attached in the annexure.

Samplings Areas

1. Lucknow2. Kanpur

LUCKNOW

Duration of Sample Collection: 16 days

In Lucknow, I try to approach to 953 customers during sampling but some didn’t respond; only425 customers give their feedback which is 44.49% of visited customers.

Sample Size: 425 customers

Duration of Retailing in Lucknow: 4 days

In Lucknow, I visited 110 retail stores during retailing but some didn’t respond; only 47retailers give their feedback which is 42.72% of visited retail store.

KANPUR

Duration of Sample Collection: 18 days

In Kanpur, I try to approach to 1259 customers during sampling but some didn’t respond; only493 customers give their feedback which is 39.12% of visited customers

Sample Size: 493 customers

4.4 Sampling Methodology

Random Sampling is used as sampling method.

Random Sampling-

Random sampling is a basic type of sampling, the principle of simple random sampling is that everyobject has the same probability of being chosen. It requires minimum advance knowledge of thepopulation; its simplicity also makes it relatively easy to interpret data collected in this manner. For

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these reasons, simple random sampling best suits situations where not much information isavailable about the population.

4.5 Statistical Tool

4.5.1 Correlation:-

Correlation is a term that refers to the strength of a relationship between two variables. A strong, orhigh, correlation means that two or more variables have a strong relationship with each other whilea weak, or low, correlation means that the variables are hardly related. We have used correlation tofind the degree of association of the independent variable and the dependent variable.

Correlation Coefficient

The main result of a correlation is called the correlation coefficient (or "r"). It ranges from -1.0 to+1.0. The closer r is to +1 or -1, the more closely the two variables are related.

If r is close to 0, it means there is no relationship between the variables. If r is positive, it meansthat as one variable gets larger the other gets larger. If r is negative it means that as one getslarger, the other gets smaller (often called an "inverse" correlation).

While correlation coefficients are normally reported as r = (a value between -1 and +1), squaringthem makes then easier to understand. The square of the coefficient (or r square) is equal to thepercent of the variation in one variable that is related to the variation in the other. After squaring r,ignore the decimal point. An r of .5 means 25% of the variation is related (.5 squared =.25). An rvalue of .7 means 49% of the variance is related (.7 squared = .49).

A correlation report can also show a second result of each test - statistical significance. In this case,the significance level will tell you how likely it is that the correlations reported may be due to chancein the form of random sampling error. If you are working with small sample sizes, choose a reportformat that includes the significance level. This format also reports the sample size.

A key thing to remember when working with correlations is never to assume a correlation meansthat a change in one variable causes a change in another. The second caveat is that the Pearsoncorrelation technique works best with linear relationships: as one variable gets larger, the other getslarger (or smaller) in direct proportion.

4.5.2 Multiple Regression:

Multiple regression is a flexible method of data analysis that may be appropriate whenever adependent is to be examined in relationship to any other factors (expressed as independentvariable).

The Multiple Regression Model

More precisely, multiple regression analysis helps us to predict the value of Y for given values ofX1, X2, …, Xk.

In general, the multiple regression equation of Y on X1, X2, …, Xk is given by:

Y = b0 + b1 X1 + b2 X2 + …………………… + bk Xk

b1, b2, b3, …, bk are called regression coefficients. They can be interpreted the same way as slope.Thus if bi = 2.5, it would indicates that Y will increase by 2.5 units if Xi increased by 1 unit

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5. ANALYSIS AND FINDINGSThe analysis of the collected information was made in scientific manner. 5 point Likert scale wasused in the questionnaire for knowing the various parameters. To arrive at the conclusion, the datais entered in to SPSS software and analysis is done with the help of correlation and regression.With the help of results so obtained, the findings are recorded in the form of graphs.

Lucknow City

Age group distribution of the respondent in Lucknow

5.1 Age group distribution of the respondent in Lucknow

Total number of respondent in Lucknow is 425. Out of which 180 respondent (42%) are male and245 respondent (58%) are female.

Gender distribution of the respondent in Lucknow

5.2 Gender distribution of the respondent in Lucknow

Total number of respondent in Lucknow was 425. They belongs to four age group as given below

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Lucknow City







24


Lucknow City







25

Below 16 years – No of respondent belongs to this group are 26 (6%) Between 17 to 24 years old – No of respondent 221 (52%) Between 25 to 40 years old – No of respondent 162 (38%) Above 40 years – No of respondent 16 (4%)

Flavor of juice generally they prefer

5.3 Flavor of juice generally they prefer

Above chart shows the flavor preference of juices among the respondents.

5.4 Flavor of juice generally they prefer

On the bases of the above pie chart we can say mixed fruit flavor is more prefer by customers afterthat mango while guava flavor by less population of customers.

Orange17%

Apple9%

Pine Apple5%

Mango25%

Litchi6%

Guava2%

Mixed Fruit36%

Flavor Preference

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Brand prefer by customer

5.5 Brand prefer by customer

Above chart shows the flavor preference of brand among the respondents.


On the bases of the above pie chart we can say Real brand is more prefer (59%) by customers

After that Tropicana (27%) while 11% of customers prefer the Rasna brand.

Real59%

Tropicana27%

Fresco0%

Rasna Ju C11%

Others3%

Brand Preference

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Monthly consumption of Juice

5.7 Monthly consumption of Juice

From the above pie chart we can say that 74% customer consume 4-6 liters juice in a month, 14%consume 0-3 liters of juice while 3% consume 7-9 liters of juice.

Like/Dislike the Rasna Ju C

5.8 Like/Dislike the Rasna Ju C

During sampling of the Rasna Ju C 484 respondent (98%) like the taste while 2% dislike.

Monthly Consumption of Juice0-3 litres 4-6 litres

Like/Dislike

27







14%

74%

9%

3%

Monthly Consumption of Juice4-6 litres 7-9 litres 10 and above litres

Like96%

Dislike4%Like/Dislike

27







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Kanpur

Gender distribution of the respondent in Kanpur

5.9 Gender distribution of the respondent in Kanpur

Total number of respondent in Kanpur is 493. Out of which 283 respondent (57%) are male and210 respondent (43%) are female.

Age group distribution of the respondent in Kanpur

5.10 Age group distribution of the respondent in Kanpur

Total number of respondent in Kanpur is 493. They belongs to four age group as given below

Below 16 years – No of respondent belongs to this group are 129 (26%)

below 16 years from 17 to 25

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Kanpur








57%

43%

Gendermale female

26%

32%

23%

19%

Age Groupfrom 17 to 25 from25 to 40 above 40 years

28

Kanpur








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Between 17 to 24 years old – No of respondent 159 (32%) Between 25 to 40 years old – No of respondent 110 (23%) Above 40 years – No of respondent 95 (19%)

Preference of flavors

5.11 Preference of flavors

Above chart shows the flavor preference of juices among the respondents.

5.12 Preference of flavors

18%

15%

15%22%

2%4%

24%

Flavor PreferenceOrange Apple Pine Apple Mango Litchi Guava Mixed Fruit

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On the bases of the above pie chart we can say mango flavor is more prefer by customers afterthat mixed fruit while litchi flavor by less population of customers.

Brand prefer by customer


Above chart shows the flavor preference of brand among the respondents. Tropicana is preferredmore.


37%

58%

0%2% 3%

Brand PreferenceReal Tropicana Fresco Rasna Others

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On the bases of the above pie chart we can say Tropicana brand is more prefer (58%) bycustomers after that Real (37%) while 2% of customers prefer the Rasna brand.


5.15 Monthly consumption of JuiceFrom the above pie chart we can say that 35% customer consume 4-6 liters juice in a month, 33%consume 0-3 liters of juice while 15% consume 10 and above liters of juice.


5.16 Like/Dislike


15%

Monthly Consumption of Juice0-3 litres

Like/Dislike

31





5.16 Like/Dislike


33%

35%

15%

17%

Monthly Consumption of Juice4-6 litres 7-9 litres 10 and above litres

98%

2%

Like/DislikeLike Dislike

31





5.16 Like/Dislike


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CORRELATION for parameters affecting purchasing willingness ofCustomers

The table given below shows the correlation among independent variables (Taste, Availability ofproduct, Varieties in Flavors, Brand Awareness, Package Size, Advertisement, Scheme anddiscount).

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Interpretation

Correlation between Purchase willingness and taste:

In this case, the correlation between the Purchase willingness and taste is 77.6% which showsthat there is high positive correlation between the dependent and independent variables Taste.

Correlation between Purchase willingness and Availability of the product:

In this case, the correlation between the Purchase willingness and Availability of the product: is68.5% which shows that there is high positive correlation between the dependent and independentvariables Taste.

Correlation between Purchase willingness and varieties in flavor:

In this case, the correlation between the Purchase willingness and varieties in flavor is 8.7% whichshows that there is very low positive correlation between the dependent and independent variablesTaste.

Correlation between Purchase willingness and brand awareness:

In this case, the correlation between the Purchase willingness and brand awareness is 89.6%which shows that there is strong positive correlation between the dependent and independentvariables Taste.

Correlation between Purchase willingness and package size:

In this case, the correlation between the Purchase willingness and package size is 66.2% whichshows that there is high positive correlation between the dependent and independent variablesTaste.

Correlation between Purchase willingness and advertisement:

In this case, the correlation between the Purchase willingness and advertisement of the product: is98.3% which shows that there is strong positive correlation between the dependent andindependent variables Taste.

Correlation between Purchase willingness and scheme and discount:

In this case, the correlation between the Purchase willingness and scheme and discount is 30.8%which shows that there is low medium positive correlation between the dependent and independentvariables Taste.

Correlation between taste and availability of product:

In this case, the correlation between the taste and availability of product is 6.1% which shows thatthere is very low positive correlation between these two independent variables

Correlation between taste and varieties in flavor:

In this case, the correlation between the availability taste and varieties in product is 42.6% whichshows that there is positive correlation between these two independent variables

Correlation between taste and brand awareness:

In this case, the correlation between taste and brand awareness is 41% which shows that there islow positive correlation between these two independent variables

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Correlation between taste and package size:

In this case, the correlation between taste and package size is 11% which shows that there is verylow positive correlation between these two independent variables

Correlation between taste and advertisement:

In this case, the correlation between the taste and advertisement is 17.8% which shows that thereis low positive correlation between these two independent variables

Correlation between taste and scheme and discount:

In this case, the correlation between the taste and scheme and discounts is 41.1% which showsthat there is medium low positive correlation between these two independent variables

Correlation between availability of product and varieties in flavor:

In this case, the correlation between availability of product and varieties in flavor is 23.9% whichshows that there is low medium positive correlation between these two independent variables

Correlation between availability of product and brand awareness:

In this case, the correlation between availability of product and brand awareness is 49.6% whichshows that there is medium positive correlation between these two independent variables

Correlation between availability of product and package size:

In this case, the correlation between availability of product and package size is 10.2% which showsthat there is low positive correlation between these two independent variables

Correlation between availability of product and advertisement:

In this case, the correlation between availability of product and brand advertisement is 1.3% whichshows that there is medium low positive correlation between these two independent variables

Correlation between availability of product and scheme and discounts:

In this case, the correlation between availability of product and scheme and discounts is 15.5%which shows that there is low positive correlation between these two independent variables

Correlation between taste varieties in flavor and brand awareness:

In this case, the correlation between varieties in flavor and brand awareness is 1.5 % which showsthat there is very low positive correlation between these two independent variables

Correlation between taste varieties in flavor and package size:

In this case, the correlation between varieties in flavor and package size is 10.2% which shows thatthere is low positive correlation between these two independent variables

Correlation between taste varieties in flavor and advertisement:

In this case, the correlation between varieties in flavor and advertisement is 12.6% which showsthat there is low positive correlation between these two independent variables

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Correlation between taste varieties in flavor and scheme and discounts:

In this case, the correlation between varieties in flavor and scheme and discounts is 25.7% whichshows that there is low medium positive correlation between these two independent variables thedependent variable and the independent variable

Correlation between brand awareness and package size

In this case, the correlation between brand awareness and package size is 15.9% which shows thatthere is low positive correlation between these two independent variables

Correlation between brand awareness and advertisement:

In this case, the correlation between brand awareness and advertisement is 91.9% which showsthat there is very high positive correlation between these two independent variables

Correlation between brand awareness and scheme and discounts:

In this case, the correlation between brand awareness and scheme and discounts is 43.4% whichshows that there is medium positive correlation between these two independent variables

Correlation between package size and advertisement:

In this case, the correlation between package size and advertisement is 11.7% which shows thatthere is low positive correlation between these two independent variables

Correlation between package size and scheme and discounts:

In this case, the correlation between package size and scheme and discounts is 34.1% whichshows that there is low medium positive correlation between these two independent variables

Correlation between advertisement and scheme and discounts:

In this case, the correlation advertisement and scheme and discounts is 1.4% which shows thatthere is low very positive correlation between these two independent variables

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Interpretation

At 5% level of significance we reject the null hypothesis if the significant value is less than0.05. If the significant value is greater than 0.05 then we accept the null hypothesis.

Also, from the above table we can see that the significant value of advertisement is 0.022.This implies that we reject the null hypothesis i.e. we accept the alternative hypothesissince the significant value is less than 0.05. Hence, there is significant impact ofadvertisement on purchasing willingness of customers. If the advertisement will increase,sale of Rasna Ju C will also increase

Also, from the above table we can see that the significant value of scheme and discount is0.045.This implies that we reject the null hypothesis i.e. we accept the alternativehypothesis since the significant value is less than 0.05. Hence, there is significant impact ofscheme and discounts on purchasing willingness of customers. If the scheme anddiscounts will increase on specific occasions, sale of Rasna Ju C will also increase.

At 10% of significance value brand awareness is also affecting the purchasing willingness. It can also be concluded that both the variables taken together i.e. Brand awareness,

advertisement and scheme and discounts have a combined R2 value of .647 which meansthese variables leave an impact of 64.7% on sale of Rasna Ju C.

Equation formed will be:

Y= a + A X1 + B X2 + C X3

Y= 1.561 + 0.240(X1) + 0.315(X2) + 0.258(X3)

At 10% significance,

Here y= Purchase willingness (independent factor)a= Y-interceptX1= Advertisement factorX2= Discount and scheme factorA= Coefficient of Brand AwarenessB= Coefficient of Advertisement factorC= Coefficient of Discount and scheme factor

We can say that by increasing the brand awareness by 100% purchase willingness will increase by24%, while purchase willingness will increase by 31.5% and 25.8 % by respectively increasingadvertisement and scheme by 100%.

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CORRELATION for parameters affecting purchasing willingness of Retailers

The table given below shows the correlation among independent variables (Taste, Availability ofproduct, Varieties in Flavors, Brand Awareness, Package Size, Advertisement, Scheme anddiscount).

38

Interpretation

Correlation between Purchase willingness and frequency of PUBLIC SERVICEREPRESENTATIVE:

In this case, the correlation between the Purchase willingness and frequency of PUBLIC SERVICEREPRESENTATIVE is 35% which shows that there is medium positive correlation between thedependent and independent variables.

Correlation between Purchase willingness and delivery of product:

In this case, the correlation between the Purchase willingness and delivery of product is 37.4%which shows that there is medium positive correlation between the dependent and independentvariables.

Correlation between Purchase willingness and availability of product:

In this case, the correlation between the Purchase willingness and availability of product is 14.9 %which shows that there is very low positive correlation between the dependent and independentvariables Taste. Availability of product is depending on the regular delivery of the product.

Correlation between Purchase willingness and margin:

In this case, the correlation between the Purchase willingness and margin is 21.7% which showsthat there is low positive correlation between the dependent and independent variables.

Correlation between Purchase willingness and brand image:

In this case, the correlation between the Purchase willingness and brand image is 40.5% whichshows that there is medium positive correlation between the dependent and independent variables.

Correlation between Purchase willingness and packaging

In this case, the correlation between the Purchase willingness and packaging of the product: is22.9% which shows that there is low positive correlation between the dependent and independentvariables.

Correlation between Purchase willingness and scheme and customer demand:

In this case, the correlation between the Purchase willingness and customer demand is 32.8%which shows that there is medium positive correlation between the dependent and independentvariables.

Correlation between Purchase willingness and promotion:

In this case, the correlation between the Purchase willingness and promotion/advertisement is36.7% which shows that there is medium positive correlation between the dependent andindependent variables.

Correlation between Purchase willingness and expiry product replacement

In this case, the correlation between the Purchase willingness and expiry product replacement is42% which shows that there is medium positive correlation between the dependent andindependent variables.

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Correlation between frequency of PUBLIC SERVICE REPRESENTATIVE and delivery of theproduct:

In this case, the correlation between the frequency of PUBLIC SERVICE REPRESENTATIVE anddelivery of product is 61.9% which shows that there is medium strong positive correlation betweenthe dependent and independent variables.

Correlation between frequency of PUBLIC SERVICE REPRESENTATIVE and availability ofthe product:

In this case, the correlation between the frequency of PUBLIC SERVICE REPRESENTATIVE andavailability of product is 74.6% which shows that there is strong positive correlation between thesetwo independent variables between the dependent and independent variables.

Correlation between frequency of PUBLIC SERVICE REPRESENTATIVE and margin:

In this case, the correlation between the frequency of PUBLIC SERVICE REPRESENTATIVE andmargin is 17.7% which shows that there is low positive correlation between the dependent andindependent variables.

Correlation between frequency of PUBLIC SERVICE REPRESENTATIVE and brand image:

In this case, the correlation between the frequency of PUBLIC SERVICE REPRESENTATIVE andbrand image is 89.8% which shows that there is strong positive correlation between these twoindependent variables

Correlation between frequency of PUBLIC SERVICE REPRESENTATIVE and packaging ofthe product:

In this case, the correlation between the frequency of PUBLIC SERVICE REPRESENTATIVE andpackaging of the product is 15.1% which shows that there is low positive correlation between thesetwo independent variables

Correlation between frequency of PUBLIC SERVICE REPRESENTATIVE and customerdemand:

In this case, the correlation between the frequency of PUBLIC SERVICE REPRESENTATIVE andcustomer demand is 4.8% which shows that there is very low positive correlation between thesetwo independent variables

Correlation between frequency of PUBLIC SERVICE REPRESENTATIVE andpromotion/advertisement of the product:

In this case, the correlation between the frequency of PUBLIC SERVICE REPRESENTATIVE andpromotion/advertisement is 16.1% which shows that there is low positive correlation between thesetwo independent variables

Correlation between frequency of PUBLIC SERVICE REPRESENTATIVE and expiry productreplacement

In this case, the correlation between the frequency of PUBLIC SERVICE REPRESENTATIVE andexpiry product replacement is 70% which shows that there is medium strong positive correlationbetween these two independent variables

Correlation between delivery of the product and availability of the product:

In this case, the correlation between delivery of the product and availability of the product is 77%which shows that there is strong positive correlation between these two independent variables.

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Correlation between delivery of the product and margin:

In this case, the correlation between delivery of the product and margin of the product is 7.4%which shows that there is low positive correlation between these two independent variables

Correlation between delivery of the product and brand image:

In this case, the correlation between delivery of the product and brand image of the product is84.7% which shows that there is strong positive correlation between these two independentvariables

Correlation between delivery of the product and packaging of the product:

In this case, the correlation between delivery of the product and packaging of the product is 10.5%which shows that there is low positive correlation between these two independent variables

Correlation between delivery of the product and customer demand:

In this case, the correlation between delivery of the product and customer demand of the product is32.8% which shows that there is medium positive correlation between these two independentvariables

Correlation between delivery of the product and promotion/advertisement of the product:

In this case, the correlation between delivery of the product and promotion/advertisement of theproduct is 15.5% which shows that there is low positive correlation between these two independentvariables

Correlation between delivery of the product and expiry product replacement

In this case, the correlation between delivery of the product and expiry product replacement is14.8% which shows that there is low positive correlation between these two independent variables

Correlation between availability of the product and margin:

In this case, the correlation between availability of the product and margin of the product is 17.7%which shows that there is low positive correlation between these two independent variables

Correlation between availability of the product and brand image:

In this case, the correlation between availability of the product and brand image of the product is66.4% which shows that there is medium strong positive correlation between these twoindependent variables

Correlation between availability of the product and packaging of the product:

In this case, the correlation between availability of the product and packaging of the product is 5.8%which shows that there is very low positive correlation between these two independent variables

Correlation between availability of the product and customer demand:

In this case, the correlation between availability of the product and customer demand of the productis 6.5% which shows that there is very low positive correlation between these two independentvariables

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Correlation between availability of the product and promotion/advertisement of the product:

In this case, the correlation between availability of the product and promotion/advertisement of theproduct is 3.5% which shows that there is very low positive correlation between these twoindependent variables

Correlation between availability of the product and expiry product replacement

In this case, the correlation between availability of the product and expiry product replacement is1.9% which shows that there is very low positive correlation between these two independentvariables

Correlation between margin and brand image:

In this case, the correlation between margin and brand image of the product is 26.4% which showsthat there is medium positive correlation between these two independent variables

Correlation between margin and packaging of the product:

In this case, the correlation between margin and packaging of the product is 28.1% which showsthat there is low positive correlation between these two independent variables

Correlation between margin and customer demand:

In this case, the correlation between margin and expiry return of the product is 6.2% which showsthat there is very low positive correlation between these two independent variables

Correlation between margin and promotion/advertisement of the product:

In this case, the correlation between margin and promotion/advertisement of the product is 9.8%which shows that there is very low positive correlation between these two independent variables

Correlation between margin and expiry of the product:

In this case, the correlation between margin and expiry return of the product is 17.4% which showsthat there is low positive correlation between these two independent variables

Correlation between brand image and packaging of the product:

In this case, the correlation between brand image and packaging of the product is 12.5% whichshows that there is low positive correlation between these two independent variables

Correlation between brand image and customer demand:

In this case, the correlation between brand image and customer demand of the product is 27%which shows that there is medium positive correlation between these two independent variables

Correlation between brand image and promotion/advertisement of the product:

In this case, the correlation between brand image and promotion/advertisement of the product is22.7% which shows that there is medium positive correlation between these two independentvariables

Correlation between brand image and expiry product replacement

In this case, the correlation between brand image and expiry product replacement is 28.7% whichshows that there is medium positive correlation between these two independent variables

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Correlation between packaging of the product and customer demand:

In this case, the correlation between packaging of the product and customer demand of the productis 12.7% which shows that there is low positive correlation between these two independentvariables

Correlation between packaging of the product and promotion/advertisement of the product:

In this case, the correlation between packaging of the product and promotion/advertisement of theproduct is 9.6% which shows that there is very low positive correlation between these twoindependent variables

Correlation between packaging of the product and expiry product replacement

In this case, the correlation between packaging of the product and expiry product replacement is6.4% which shows that there is very low positive correlation between the dependent andindependent variables

Correlation between customer demand and promotion/advertisement of the product:

In this case, the correlation between customer demand and promotion/advertisement of the productis 20.5% which shows that there is low positive correlation between these two independentvariables

Correlation between customer demand of the product and expiry product replacement:

In this case, the correlation between customer demand and expiry product replacement is 29.4%which shows that there is low medium positive correlation between these two independentvariables

Correlation between promotion/advertisement of the product and expiry productreplacement:

In this case, the correlation between promotion/advertisement and expiry product replacement is42.4% which shows that there is medium positive correlation between these two independentvariables

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Interpretation

At 5% level of significance we reject the null hypothesis if the significant value is less than0.05. If the significant value is greater than 0.05 then. We accept the null hypothesis.

So, from the above table we can see that the significant value of frequency of PUBLICSERVICE REPRESENTATIVE Visit is 0.037 this implies that we reject the null hypothesisi.e. we accept the alternate hypothesis since the significant value is less than 0.05. Hence,there is significant impact of frequency of PUBLIC SERVICE REPRESENTATIVE visit onpurchasing willingness of retailer.

Also, from the above table we can see that the significant value of delivery of product is0.049.This implies that we reject the null hypothesis i.e. we accept the alternativehypothesis since the significant value is less than 0.05. Hence, there is significant impact ofdelivery time of product on purchasing willingness of retailer.

From the above table we can see that the significant value of promotion/advertisement is0.022.This implies that we reject the null hypothesis i.e. we accept the alternativehypothesis since the significant value is less than 0.05. Hence, there is significant impact ofpromotion/advertisement of product on purchasing willingness of retailer.

Also, from the above table we can see that the significant value of return of expiry productreplacement is 0.035.This implies that we reject the null hypothesis i.e. we accept thealternative hypothesis since the significant value is less than 0.05. Hence, there issignificant impact of expiry product replacement on purchasing willingness of retailer.

It can also be concluded that both the variables taken together i.e. PUBLIC SERVICEREPRESENTATIVE visit, delivery of product, promotion, expiry product replacement havea combined R2 value of .655 which means these variables leave an impact of 65.5% onpurchasing willingness of retailers.

Equation formed will be:

Y= a + B X1 + C X2 + D X3 + EX4

Y= 2.806 + 0.266 (X1) + 0.262(X2) + 0.140(X3) + 0.256(X4)

Here y= purchase willingness of retailers (independent factor)a= Y-interceptX1= PUBLIC SERVICE REPRESENTATIVE Visit factorX2= Delivery of Product factorX3= Promotion factorX4=Expiry product replacement factorB= Coefficient of PUBLIC SERVICE REPRESENTATIVE visit factorC= Coefficient of Delivery of Product factorD=Coefficient of Promotion factorE= Coefficient of Expiry product replacement factor

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Purchase willingness of retailers increase by 26.6%, 26.2 %, 14%, 15.6 % respectively increasingthe PSR visit, Delivery of the product, promotion and expiry product replacement by 100%.

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SWOT analysis of Rasna Ju C:

5 .1 SWOT analysis of Rasna Ju C

•Target segment is onlykids, now it’s time tomove to new segment

•New product introductionin Rasna Ju C productwidth for Diabeticcustomer

• Increasing healthconsciousness

•Competitive pricing•Attractive packaging•Strong parent company

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•Presence of manycompetitors

•Stronghold of competitorsin the market

•Environmental concernsnear bottling plants

•Bad brand image due toothers non performingproducts of parentcompany

•Target segment is onlykids, now it’s time tomove to new segment

•New product introductionin Rasna Ju C productwidth for Diabeticcustomer

• Increasing healthconsciousness

•Target segmented - onlykids

• Irregular visit of PSR•Perceived as tasty, nothealthy

•Conflicts betweendistribution channels

•Lack of advertisement

Strengths Weaknesses

ThreatsOpportunities

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•Presence of manycompetitors

•Stronghold of competitorsin the market

•Environmental concernsnear bottling plants

•Bad brand image due toothers non performingproducts of parentcompany

•Target segmented - onlykids

• Irregular visit of PSR•Perceived as tasty, nothealthy

•Conflicts betweendistribution channels

•Lack of advertisement

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Strategy Canvas of Rasna Ju C with Real and Tropicana:-Competitive analysis of Rasna Ju C based on the factors like Product price, advertisement,varieties in product, modern outlet distribution, post sales service and brand awareness. Thesefactors are selected on the bases of market observations and data is collected by interviewing theretailers and feedback form.

On the bases of the above chart we can conclude that Rasna Ju C has low placing in market withrespect to big player of the industry. Rasna Ju C has less brand awareness, post sales service andadvertisement. Post sales service includes public service representative visit and replacement ofexpiry product.

5.2 strategy canvas of Rasna Ju C

Comparison of Rasna Ju C with Real and Tropicana on various parameters:

Parameter Real Tropicana Rasna Ju C

Retailer incentiveprogram ✔ ✔ ×Multi Packs

✔ ✔ ×Replacement ofexpiry product ✔ ✔ ×Visibility

✔ ✔ ×Occasional scheme

✔ ✔ ×Advertisement

✔ ✔ ×Display/Holdings

✔ ✔ ×

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Opportunity for improvements for Rasna Ju CRasna Ju C has different flavors, low pricing with respect to its competitor and parent companybrand image but still this product is not performing well in the market. During my internship, Iinterviewed super stockist, distributors and retailers. I observed the competitor marketing strategyand I found some reasons which are responsible for low performance of Rasna Ju C in Lucknow.

Irregular visit of public service representative No proper scheme for expiry product replacement Majority of products purchased by retailers are on credit and hence, they are showing

complacency in selling the product No specific advertisement of Rasna Ju C Lack of proper visibility of the product in the store Lack of brand awareness among the customers Lack of seasonal schemes

Conflicts between the distribution channel:

Between super stockist and distributor:

Company TSM is the only communicator between super stockist and distributor. Distributor collectsthe product from SS in cash (no credit policy) with the help of TSM. SS does not provide anyscheme to distributor.

Between distributor and retailer:

TSM (Territory sales manager) arranges the public service representative for distributor and publicservice representative dumps the product in retail stores on credit (no on cash delivery). TSM(Territory sales manager) does not facilitate any schemes for the distributor from the SS butcompels the distributor to give schemes to the retailer. TSM (Territory sales manager) assures thedistributor of compensating the schemes given to retailers by claiming with the company for theschemes provided. Company representative assures distributor for adjustment of scheme productcost in next order or by claim but distributor does not get any claim. Company representative alsoassures retailer for expiry product replacement. Retailer does not show any interest to sell RasnaJu C because stock is on credit policy not on cash. That’s why all distributors in Lucknow are notinterested to deal with Rasna Ju C.

The retailer does not sell Rasna Ju C products until the date of expiry is approaching. So, the TSM(Territory sales manager) offers the retailer a scheme of sell 2 products and give 1 free. Then, theretailer starts selling the product and the demand for Rasna Ju C starts to gain momentum. Afterthe scheme is over, the cycle starts all over again. The demand falls for Rasna Ju C and hence, theretailer does not sell it. Again, the TSM (Territory sales manager) intervenes and offers the retailersome schemes. So, this vicious cycle continues.

Company should identify these gaps and convert them into opportunities to create brand value andprofitable business.

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6. RecommendationOn the basis of the above study, following suggestions can be drawn:

Advertisement:-

Company must more emphasis on its advertisements, especially TV advertisement.Company must also provide holdings and banner to retail stores. Rasna Ju C has nospecific program.

Retailer incentive program:-

Others strong player like Real, Tropicana have retailer incentive program, in which theygive extra margin or gift (Fan, AC, Refrigerator etc) to their retailers. Rasna Companydoesn’t follow such type of incentive program. It is one of the reasons that’s why retailersare not interested in deal with Rasna Ju C.

Multi Packs:-

Company must also provide combination of flavors in multipack which are comparativelypriced lower to the products sold in single pack. Tropicana offers 10 rupees off on pack ofsix flavors (250ml) while Rasna Ju C multi pack does not have such scheme.

Replacement of expiry product:-

A proper arrangement must be adopted for recovery of its expiry products. Tropicana andReal both big competitor of Rasna Ju c monthly collect their expired product from retailstores across India. Since in Lucknow, many Retailers are annoyed because theyhave unsettled expiry.

Promotion Activities:-

The offers, schemes and other promotional activities should be discussed with the TSMand the salesman and should be motivated to tell it to the retailers so that schemesshould be properly utilized by the retailers and the consumers

Proper Placement of scheme:-

Salesman must be able to and should be asked to write the scheme given to the retailer’son the bill. The TSM should regularly check it. Since in Lucknow, Distributor got the productfrom SS without any scheme but salesman offered the product to the retailer on scheme.In Lucknow, Rasna Ju C was placed in Spencers and Store 99. Store 99 was offering 2+1scheme (buy 2 get 1 free) at the same time Spencers was not providing any scheme.

Occasional scheme:-

Company must offer the occasional scheme to compete with competitors. Since inLucknow, Spencer retail store was offering offers on all available products except Rasna JuC while Jumpin Tru (New entrant in market) also offering 15 rupees off on 1 liter.

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7. CONCLUSIONRasna Ju-C is a brand new and innovative addition to Rasna existing portfolio and is to fulfill theneed gaps for consumers, on the basis of their tastes and preferences. Rasna Ju C has low placingin market with respect to big player of the industry. On the basis of the above study it is easy to saythat there are conflicts between the distribution channels. Company must adopt new policy for theclearance of distributors and retailers claim. Due to irregular visit of public service representativeand no proper scheme for expiry product replacement, retailers do not want to deal with Rasna JuC. Company must adopt incentive programs for retailers, so healthy relationship establish betweenthem.

Customers are also not aware about this product because of lack of advertisement, properpromotional schemes. There is problem of visibility of the placed product in the market. Company isalso not offering any seasonal or occasional scheme to attract the customers.

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8. REFERENCES

1. Philip Kotler and Kevin Keller. Marketing Management. Pearson Education. le edition(2012)

2. Rick Sunk. Consumer Behavior and Managerial decision making. (2009)

3. Allison, Neil K., Linda L. Golden, Gary M. Mullet, and Donna Coogan. 1980 " Advances inConsumer Research, 7. Ed. Jerry C. Olsen. Ann Arbor, MI: Association for ConsumerResearch, 604-609.

4. Coughlin, Maureen and P. J. O’Connor. 1985. "Gender Role Portrayals in Advertising: AnIndividual Differences Analysis." Advances in Consumer Research, 12. Eds. Elizabeth C.Hirschman and Morris B. Holbrook. Ann Arbor, MI: Association for Consumer Research,238-241.

5. Brown, J. R. & Day, R. L. (1981). Measures of manifest conflict in distribution channels.Journal of Marketing Research, 18, 263-274.

6. Kotler, P., Rackham, N., & Krishnaswamy, S. (2006). Ending the War between Sales andMarketing. Harvard Business Review, 84, (7/8), 68-78.

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8. ANNEXURES

Questionnaire for customers:

Name_______________Place_____________

Which Age group do you belong to?

Below 16 years 16-25 years 25-40 years Above 40 years

What is your gender?

Male Female

1. Which flavor of juice do you generally prefer?( You can choose more than 1) Orange Apple Pine Apple Mango Litchi Guava Mixed Fruit Others__________________(Please Specify)

2. How often you purchase juices in a month? Seldom Less often Often Very often

3. How much juice do you consume on an average in a month? 0-3 liters 4-6 liters 7-9 liters 10 and above liters

4. What pack size of the juice do you prefer to consume? Individual(200/250 ml) Family(1 Lt)

5. Which Rasna Ju-C flavor did u try? Orange Apple Pine Apple Mango Mixed Fruit Guava

6. Did you like the taste? Yes No

If No, why? _____________________________________________________7. Would you like to buy the same?

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Yes No

8. What amongst the following is your favorite juice brand? Real Tropicana Fresco Others__________________

Rasna Ju-C

9. What is your favorite flavor of the above?

______________________

10. Rate Rasna Ju-C on the following parameters on 5 Point Scale:-

Parameter ExtremelyBad

SlightlyBad

Average SlightlyGood

ExtremelyGood

Value for money

Taste

Brand Awareness

Varieties in Flavors

Package Size

Availability of product

Advertisement

Scheme and discount

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Questionnaire for Retailers:

Firm Name: ________________________________________________________

Name of the proprietor: _______________________________________________

Place: _______________________________________________________

Rate the factors for different companies (1- Very Bad; 2- Bad; 3- Average; 4- Good;5- Very Good)

Parameters Real Tropicana Rasna Ju C

Frequency of PSRVisitDelivery of Product

Product Availabilitythroughout year

Margin

Brand Image

Packaging

Taste

Customer Demand

Promotional Offers

rasna project report

Food

market of rasna ju

rasna ju c objective

likedislike of rasna

rasna h

distribution levels

supply channel of rasna

low performance of rasna

strategy canvas of rasna