CONSUMER AWERNESS

AND

BEVAREGES DISTRIBUTION

“A Study on Consumer Awareness and Beverages Distribution”

With Reference To Field Fresh Foods Pvt .Ltd Bharti Del Monte, Bangalore

A project submitted to GITAM University, Visakhapatnam in partial fulfillment of the requirements for the Award of the degree of

MASTER DEGREE IN BUSINESS ADMINISTRATION

ByParimi Nikhil

(Roll No: 122511033)

Under the guidance of

Dr.,

GITAM INSTITUTE OF MANAGEMENT

GITAM UNIVERSITY

VISAKHAPATNAM

DECLARATION

I, Parimi Nikhil student of Masters of Business Administration

(M.B.A.), GITAM Institute of Management, GITAM University hereby

declare that the project work initiated on “A STUDY ON CONSUMER

AWERNESS AND BEVAREGES DISTRIBUTION” with reference

to FIELD FRESH FOODS Pvt. Ltd BHARTI DELMONTE,

BANGALORE is a genuine work done by me in partial fulfillment of

the requirement of my M.B.A. This is not been submitted elsewhere for

the award of any degree in part or in full.

BANGALORE:

DATE:

Parimi Nikhil

CERTIFICATE

This is to certify that the project Report titled “A STUDY ON

CONSUMER AWERNESS AND BEVAREGES DISTRIBUTION”

with reference to FIELD FRESH FOODS Pvt. Ltd BHARTI

DELMONTE, BANGALORE” is an original work carried out by

Parimi Nikhil, Enrolment No 1225110333, under my guidance and

supervision in partial fulfillment for the award of MBA program of

GITAM University, Visakhapatnam during the Academic year 2009-

2010. This report is not submitted to any other University or Institution

for the award of any Degree/Diploma/Certificate.

Visakhapatnam: Dr.

Date: Academic chairperson

ACKNOWLEDGEMENT

The satiation and euphoric that accompany the successful completion of

task, would be incomplete without the mention of the people who made

it possible.

After all, success is the epitome of hard work, perseverance, zeal,

steadfast determination and most of all encouraging guidance. So, with

immense gratitude, I acknowledge all those whose guidance and

encouragement served as a “beacon light” and crowned my efforts with

success.

I would like to express my profound sense of gratitude to Bharti Del

Monte for providing me an opportunity to carry on the desired Project.

I would like to acknowledge my company guide Mr.VINOTH

kumar.L Territory Sales Manager, Bharti Del Monte India Pvt. Ltd., for

their superior guidance as well as constant encouragement during the

conduct this project.

I am also thankful to my faculty member K.KUSMA, for their full

support and guidance during the projects.

I sincerely and whole-heartedly thank all my teachers, mentors and

friends in GITAM INSTITUTE OF MANAGEMENT who in some way

have helped me by imparting valuable knowledge and skills. This

project would not have been concluded successfully within time without

their support and help.

Bharti & Del Monte tie-up

An Indian business giant and a Philippine conglomerate have come together to create FieldFresh Foods Pvt. Ltd.FieldFresh Foods is a joint venture between Bharti Enterprises and Del Monte Pacific Limited to offer Del Monte branded processed food and beverage products in India and fieldfresh branded fresh fruits and vegetables in India and other countries. With a range of superior tasting products and the synergy between Bharti’s dynamism and Del Monte Pacific’s food business experience, FieldFresh Foods looks forward to becoming the leading and most trusted food company in India.

Bharti Enterprises India’s leading business group, Bharti Enterprises has interests in telecom, agri-business, insurance & retail. With over 100 million customers, Bharti’s flagship unit, Airtel Ltd., is the country’s leading private sector provider of telecommunication services.

Del Monte Pacific LimitedDel Monte Pacific Limited is listed in the Singapore Stock Exchange and holds a group of companies that caters to today’s consumer needs for premium quality, healthy food and beverage products. The Del Monte Pacific Group has exclusive rights to the Del Monte brand for processed food and beverage products in the Indian subcontinent and in the Philippines where it enjoys leading market shares for canned pineapple juice and juice drinks, canned pineapple and tropical mixed fruits, tomato sauce, spaghetti sauce and tomato ketchup.

Vision:To be the most trusted and innovative provider of branded fresh fruits & vegetables and processed food products. We need to build a sustainable and scalable business by:

Building brands that ride on the ‘Freshness, Wellness & Convenience’ platforms

Focusing on select products and consumer/customer segments which offer higher potential for value-addition

Focusing on select markets with a sharper focus on the domestic market

Creating high impact on the society at large and our local environment in specificINDUSTRY PROFILE:-

The packaged fruit drink industry in India have a history of 24 years, it all started in

1984 with launch of Parle Frooti in tetra pack, but the real surge in packaged fruit drink

industry came in 1996 when Dabur captured the imagination of young Indian consumer

with the launch of Real Fruit juices-a new concept in the India food market. Since then

the industry have been developing gradually and seeing entry of numerous new player

with varied flavors and promotions to lure ever growing Indian consumers.

The branded fruit juice market in India is estimated to be worth Rs 1200 crore organized

fruit beverage market (nectars, drinks and juices combined).

Juice accounts 30 %

Nectar 10 %

Fruit drinks 60 %

The segment is growing at about 30 per cent per annum ( source- fnbnews.com ).

This decade witnessed a major surge in the market of non carbonated beverage, as

people are turning more health conscious and due to pesticide incident in carbonated

drinks, the noncarbonated beverage segment has become one of the fastest growing and

most exciting business at the moment. For some time now industry is in growth stage of

Industry Life Cycle, this stage is marked by entry of new players like Del Monte,

CavinKare Pvt Ltd (Maa Fruits Pvt Ltd. ).Manufacturers have experimented with some

of the formulation and taste issues, offering the consumers better tasting, healthful

alternatives i.e. product innovation which is a marked feature of growth stage. Evolving

from drinks containing a hint of herbs or vitamins, beverages have become an important

delivery vehicle for efficacious amounts of nutritional ingredients.

Beverages are unusual products in which everyone expects to try new varieties, even

from established brands. The growth stage also involves price cuts to attract new layer

of price sensitive customer.

Major variant of fruit juice available in Indian market are-

1) Juice is naturally contained in fruit or vegetables. It is prepared by mechanically

squeezing or macerating fresh fruits or vegetables. Juice is always 90% fruit juice.

2) Nectar is also made from fruit or vegetables but with a 25-89 % juice content and

usually with added sugar.

3) Still drinks contain 0-24 % juice content in fruit, vegetable or other flavors.

Major players in Indian fruit drink market are-

1) Real juices from Dabur Foods

2) Pepsi's Tropicana

3) Jumpin, Xs from Godrej

4) Frooti, N-joi from Parle Agro

5) Freshgold from Surya Foods & Agro

6) Leh Berry from Ladakh Foods

7) Safal juices from Mother Dairy

8) Delmonte fruit drink from Bharti Del Monte

9) CavinKare Pvt Ltd (Maa Fruits Pvt Ltd. )

10) Coca Cola India (Minute Maid Pulpy Orange / Maaza )

Field Fresh Foods Production centre

Field Fresh Foods Pvt Ltd, a joint venture between Bharti Enterprises and Del Monte Pacific Limited(DMPL), opened its new production and R&D centre at Hosur in Tamil Nadu on Tuesday. Field Fresh, which started its operations in 2008, is into sale and export of branded fresh fruits, vegetables, processed foods and beverages, and is a key component of retail chain’s cash-and-carry operations. Bharti Enterprises Vice Chairman & Managing Director Rakesh Bharti Mittal and DMPL’s CEO & MD Joselito D Campos inaugurated the plant for production of different types of juices, ketchups, sauces, packaged food and pasta.

“We have invested Rs 115 crore for the new facility spread across 21.4 acre.  We have also an R&D division which will help bring out quality products,” Mittal said.“The processed food industry is Rs 4,500 crore business in India which has been witnessing an annual growth of 30 per cent.  So we will achieve our dream by 2040,” he added.Expressing his happiness in associating with Bharti Enterprises, Campos said “we share Del Monte’s time tested commitment to quality and taste to Indian consumers.”

The Hosur plant will produce the company’s entire functional processed foods’ range of canned juices, sauces, mayonnaise and mustard. It will also take care of production of polyethylene terephthalate (PET) bottles for its fruit juices.

CEO Sanjay Nandrajog said when fully commissioned the plant will produce 10,000 cases of juices per day in PET bottles, and 15,000 cases per day in cans. “Our products are available in more than 30 cities and few branded outlets. We plan to double our distribution network in next year,” he added.

Bharti Group Overview

Founded in 1976, by Sunil Bharti Mittal, Bharti has grown from being a manufacturer of bicycle parts to one of the largest and most respected business groups in India. With its entrepreneurial spirit and passion to undertake business projects that are transformational in nature, Bharti has created world-class businesses in telecom, financial services, retail, and foods.

Bharti started its telecom services business by launching mobile services in Delhi (India) in 1995. Since then there has been no looking back and Bharti Airtel, the group’s flagship company, has emerged as one of top telecom companies in the world and is amongst the top five wireless operators in the world.

Through its global telecom operations Bharti group has presence in 21 countries across Asia, Africa and Europe – India, Sri Lanka, Bangladesh, Jersey, Guernsey, Seychelles, Burkina Faso, Chad, Congo Brazzaville, Democratic Republic of Congo, Gabon, Ghana, Kenya, Madagascar, Malawi, Niger, Nigeria, Sierra Leone, Tanzania, Uganda, and Zambia.

Over the past few years, the group has diversified into emerging business areas in the fast expanding Indian economy. With a vision to build India’s finest conglomerate by 2020 the group has forayed into the retail sector by opening retail stores in multiple formats – small and medium - as well establishing large scale cash & carry stores to serve institutional customers and other retailers. The group offers a complete portfolio of financial services – life insurance, general insurance and asset management – to customers across India. Bharti also serves customers through its fresh and processed foods business. The group has growing interests in other areas such as telecom software, real estate, training and capacity building, and distribution of telecom/IT products.

What sets Bharti apart from the rest is its ability to forge strong partnerships. Over the years some of biggest names in international business have partnered Bharti. Currently, Singtel, IBM, Ericsson, Nokia Siemens and Alcatel-Lucent are key partners in telecom. Walmart is Bharti’s partner for its cash & carry venture. Axa Group is the partner for the financial service business and Del Monte Pacific for the processed foods division.

Bharti strongly believes in giving back to the society and through its philanthropic arm the Bharti Foundation it is reaching out to over 30,000 underprivileged children and youth in India.

Del Monte Asia pacific

Whether you are an investor, one of our valued customers or just interested in learning more about Fresh Del Monte Produce Inc., by visiting, you will learn about our exciting and rapidly expanding global enterprise.  Discover that we are not only one of the world's leading producers, marketers and distributors of high-quality fresh and fresh-cut fruits and vegetables, but we're also one of the leading producers and distributors of prepared fruits and vegetables, beverages and healthy snacks in Europe, the Middle East, and Africa.

We are dedicated to meeting the current and future needs of consumers worldwide.  In fact, our long-range vision is to become the leading global supplier of healthful, wholesome and nutritious fresh and prepared foods and beverages to consumers of all ages.

Here, you can get an overview of our many strengths, including the wide range of our fresh and prepared products, our vertically integrated supply chain, our global distribution capabilities and our world-class brand. Find out about our products that satisfy today's health and wellness-conscious consumer demands with a level of convenience that fits perfectly into their active lifestyles. 

For over 100 years, consumers around the world have recognized the Del Monte® brand as a trusted symbol of product quality, freshness and reliability.  This combined with our steadfast commitment to quality, innovation and responsible business practices allow us to consistently deliver outstanding financial results to our shareholders.

The Del Monte Pacific (DMPL) Group is a group of companies that caters to today’s consumer needs for premium quality, healthy food and beverage products. It innovates, produces, markets and distributes its products worldwide.

The DMPL Group owns the Del Monte brand in the Philippines where it enjoys leading market shares for canned pineapple juice and juice drinks, canned pineapple and tropical mixed fruits, tomato sauce, spaghetti sauce and tomato ketchup.

The Del Monte Pacific Group also owns another premium brand, S&W, globally except the Americas, Australia and New Zealand. As with Del Monte, S&W originated in the USA in the 1890s as a producer and marketer of premium quality processed fruit and vegetable products.

In India, the DMPL Group owns approximately 46% of FieldFresh Foods Private Limited. FieldFresh markets Del Monte-branded processed products in the domestic market and Fieldfresh-branded fresh fruits and vegetables globally and in the domestic market. Del Monte Pacific’s partner in Fieldfresh Foods is the well-respected Bharti Enterprises, which owns one of the largest conglomerates in India.

Del Monte Pacific holds the exclusive rights to produce and distribute processed food and beverage products under the Del Monte brand in the Indian subcontinent.

With its 23,000-hectare pineapple plantation in the Philippines, 700,000-ton processing capacity and a port beside the Cannery, Del Monte Pacific's subsidiary, Del Monte Philippines, operates the world’s largest fully-integrated pineapple operation. It is proud of its long heritage of 85 years of pineapple growing and processing. It has long-term supply agreements with some of the Del Monte trademark owners and licensees around the world.

Del Monte Pacific and its subsidiaries are not affiliated with other Del Monte companies in the world, including, Del Monte Foods Co (USA), Fresh Del Monte Produce Inc, Del Monte Canada, Del Monte Asia Pte Ltd and these companies’ affiliates. To learn more about Del Monte worldwide,.

Del Monte Pacific is 78.7%-owned by NutriAsia Pacific Ltd (NPL). NPL is owned by the NutriAsia Group of Companies which is in turn majority-owned by the Campos family of the Philippines. The NutriAsia Group is the market leader in liquid condiments, specialty sauces and cooking oil market in the Philippines.

Our Vision

To be one of the fastest growing global branded food and beverage companies.

Our Mission

To bring to life health and wellness.

We live up to our heritage of growing premium quality food and beverage brands which are the top choice of all generations for enjoyable and healthy living.

We leverage deep market knowledge coupled with technology and innovation to create and deliver relevant health and wellness breakthroughs to our broad base of customers.

We continuously build on our knowledge and experience in agriculture, while enhancing the sustainability of the lands we cultivate.

We adhere to the highest standards of corporate behavior in our relationships with our employees, business partners, and the communities around us.

We are a benchmark in corporate social responsibility and the preservation of the environment.

We build a highly energized, high-performance organization with a strong commitment to teamwork and to embracing better ways of doing things.

We value our people and commit to provide opportunities for learning, professional growth and a better quality of life.

Our Core Values

They define who we are and how we work.

Customer Focus. We work passionately to provide high quality products and services that exceed customers' expectations.

We seize every opportunity to build and enhance relationships with our customers. We aim to contribute to happier and healthier lives for our customers.

Passion for Winning

We go the extra mile to find the most efficient and effective way of doing things to keep ahead of competition.

We pursue our vision and business objectives with focus and tenacity. We are accountable for our actions and are determined and relentless to meet

business objectives.

Integrity and Trust

We respect and adhere to company policies and laws of the land in performing our work.

We never compromise the name and reputation of the company. We respect and treat people fairly without judging. We take responsibility for mistakes and take corrective action.

Respect for the Individual

We aim to be the best that we can be and help others develop professionally and personally.

We encourage openness by communicating clearly and directly; addressing issues, rather than personalities.

We respect individuality by working well with others regardless of race, background, and styles.

We are concerned about the welfare of co-workers and we are conscious of how our actions and decisions affect others.

Teamwork

We contribute fully in group work, demonstrating trust and mutual support as we collaborate with others.

We achieve the company's mission through teamwork, sharing responsibility and recognition with others.

We consciously build team relationships with trust and respect.

Commitment to Society and Environment

We implement corporate decisions that promote the greater good in society. We dedicate ourselves and the organization to build better quality of life for others

and for the communities where we operate.

78.7% NutriAsia Pacific Ltd

21.3% Public

NutriAsia Pacific Ltd (78.7%)

NutriAsia Pacific Ltd was incorporated in the BVI on 21 November 2005. Its principal activity is that of an investment holding company. It is 100%-owned by the NutriAsia Group of Companies which is in turn majority-owned by the Campos family of the Philippines.

The NutriAsia Group is the market leader in the liquid condiments, specialty sauces and cooking oil market in the Philippines.

Del Monte products

1) FRUIT DRINKS

a) Mango (202 cans)

b) Orange (202cans)

c) Pineapple Curesh(202 cans)

d) Green apple(202 cans)

e) Four seasons(202cans)

f) Pineapple-Orange(202cans)

PET(500ml)

a)Mango Splash

b)four Season Fusion

2)Packaged Fruits

a)Pineapple Slices

b) Pineapple Slices (easy open cans)

c)pineapple Tibits

d)Fruit Cocktail

e) Fruit Cocktail(easy open cans)

f)Prunes

3)KETCHUP AND SAUCES

a)Tomato Ketchup (1kg)

b) Tomato Ketchup squeezy(540g)

c) Tomato Ketchup sachet(10g)

SAUCES

a)Zingo Squeezy

b)Twango Squeezy

c)Mustard Sauce

3)CORN

a)Corn

b)corn (easy open cans)

4)PASTA

a)Spaghetti(500g)

b)Penne Rigate(500g)

c)Sprirali(500g)

d)Chifferi Rigati(500g)

e)Spriali Tricolour(500g)

f)Farfelle(500g)

5) OLIVES AND OLIVE OIL

a)Olive Oil (500ml)

b) Olive Oil(1lit)

c)Green Sliced Olives(450g)

d)Green Stuffed(450g)

e)Green Pitted Olives(450g)

f)Green Plain Olives(450g)

g)Black Sliced Olives(450g)

h)Black Pitted Olives(450g)

Sales Report

NT-Petta (May)

10 gm sachet (cases); 22

250 gm Ketchup , 4units

1kg Ketchup , 99units

200 ml cans, 24 units

10 gm sachet (cases)250 gm Ketchup 1kg Ketchup 200 ml cans

NT-Petta (June)

10 gm sachet (cases); 12; 50%

250 gm Ketchup ; 6; 25%

1kg Ketchup ; 6; 25%

10 gm sachet (cases)250 gm Ketchup 1kg Ketchup 200 ml cans

AS CHOR STREET (May-June)

10 gm sachet (cases)

1629%

Fruit Cocktail; 24; 60%

10 gm sachet (cases)

Fruit Cocktail

GANDHI NAGAR (May-June)

10 gm sachet (Cases); 1Prunes

(Cases); 12

Olive oil 250ml; 12

Olive oil 1L; 5

Cans 240ml (Cases); 5

10 gm sachet (Cases)Prunes (Cases)Olive oil 250mlOlive oil 1LCans 240ml (Cases)

KP MARKET (May-June)

10 gm sa-chet

(Cases); 35

Mango Splash; 3

Four Seasons; 3

10 gm sachet (Cases)Mango SplashFour Seasons

GP STREET (May-June)

10 gm sachet (Cases)

May - 20 Cases June - 09 Cases

OT PET CROSS

10 gm sa-chet

(Cases); 46

1kg Ketchup ; 36

Four Seasons pet; 48

10 gm sachet (Cases)1kg Ketchup Four Seasons pet

AVENUE STREET (May-June)

10 gm sachae (Cases); 38

1kg Ketchup ; 90

Cans 240ml (Cases); 30

Olive oil 250 ml; 12

Fruit Cocktail; 24

10 gm sachae (Cases)1kg Ketchup Cans 240ml (Cases)Olive oil 250 mlFruit Cocktail

CONSUMERS PURCHASING BEHAVIOUR 

The availability of consumer food products in India has grown significantly since the economicreforms beginning in 1991. Indian consumers can now purchase domestically produced cheese,w ine , po t a to ch ip s , ke t chup , so f t d r i nks , c andy ba r s , b r eak fa s t c e r ea l s , i c e c r eam, donu t s , biscuits, frozen meats and vegetables, instant noodles, jams and jellies, packaged grains andpulses, soups and some ready to eat packaged and frozen meals. Availability of fresh produce isseasonal. Retail food sales in India were approximately $132 billion in fiscal year 1998 and aregrowing at 13 percent per year, according to the Ministry of Finance. The retail market for fruitsand vege t ab l e s ha s g rown a t ove r 20 pe rcen t pe r yea r i n t he pa s t f ew yea r s . Re t a i l s a l e s o f   subs i s t ence foods such a s c e r ea l s , b r eads , pu l s e s and ed ib l e o i l s have s t a r t ed dec l i n ing . As incomes have risen, there has been a shift in consumption, from subsistence to higher valuefoods.Many Indians are vegetarian by tradition; moreover, many can only afford a vegetarian diet.Meat may be regularly consumed by less than 30 percent of the Indian population, due to itshigher cost and a predominance of vegetarianism and Hinduism. However, only 20 percent of  the population is strictly vegetarian. Non-vegetarians typically consume meat only once or twiceper week. Higher income consumers rely almost entirely on domestic help for their shopping. The domes t i c he lp buys s t ap l e s , vege t ab l e s , and f r e sh foods f rom loca l sma l l g roce r s and vendors, and other products from a variety of general merchants. The middle class has diversepu rchas ing hab i t s . Many f ami l i e s on t he uppe r end u se pa r t - t ime domes t i c he lp t o do t he i r   shopping, often necessitated by a growing pattern of households with two working parents.Many f ami l i e s a t t he l ower end o f t he m idd l e c l a s s con t i nue t o do t he i r own shopp ing . The poorer segments of the Indian population tend to buy basic staples with the first part of their paychecks , wh ich t yp i ca l l y a r e d i s t r i bu t ed on t he f i r s t f ew days o f e ach mon th . Dur ing t he month, the poorer customers will buy whatever fresh foods and consumer goods they can afford,often filling in at the end of the month with some additional staples purchased on credit. In allclasses, women do most of the shopping and make most of the food purchase decisions. Mostconsumers prefer local shops to larger supermarkets because of proximity, personal attention,and lower prices. Nearly 95 percent of consumers purchase fresh fruits and vegetables from a local market or street vendor. Additionally, traditional markets are considered the freshest sourcefor foods. Indians have a strong preference for freshly prepared foods, and most have a definiteprejudice against packaged, branded, or processed foods, believing them to be lower in flavor and nutrients. Many households will not even reheat foods, and make only enough for one meal.This is mainly to avoid waste, but also to ensure freshness since refrigeration is available only inwealthier households. However, with urbanization, rising incomes, more working women, thea r r i va l o f l a rge food mu l t i na t i ona l s , and a p ro l i f e r a t i on o f f a s t f ood ou t l e t s , a ccep t ance o f   packaged food products is

increasing. Packaging of imported goods is typically better than thatof domestic goods. Also, India has many regional differences in food tastes and preferences.

  For example, residents of Mumbai (formerly known as Bombay) are more willing to try newfoods than those in other Indian cities. As Mumbai is home to a more progressive and skilledlabor force than other parts of India, many multinational corporations test market new productsin that city. Consumer spending has grown at an average of more than 11.5% a year for morethan decade as in most developing nations, a large chunk of Indians consumer expenditure is onbasic necessities, especially food-related items. Hence it is not surprising that food ,beveragesand tobacco account for as much as 50% of consumption expenditure in 2006.the remaining 50%related to non-food items is expected to rise, due to the growth of percapita income.There are three significant trends in Indian retailing. First, the number of small outlets has grownover the past few years, bucking the worldwide trend toward retail consolidation. Second, Indianretailers have started promoting brands and using basic merchandising techniques. Some of theses to r e s a r e even cha rg ing s l o t t i ng f ee s fo r she l f space . Th i s i s i n s t a rk con t r a s t t o t he sma l l shopkeepers who paid personal attention to regular customers and strongly influenced their  buying decisions. The shopkeeper’s recommendation was important because he often did notdisplay all the items he stocked. Indian consumers who choose branded foods are less likely toseek the shopkeeper’s recommendation. Lastly, retailers have also started offering home deliveryservices in urban areas. 

LARGE TARGET CONSUMER BASE AND RISING INCOME LEVELS:

India population is nearly 23 per cent of the global population and is one of the most attractive consumer markets in the world today. Income levels across population segments have been growing in India. According to NCAER data, the consuming class, with an annual income of  US$ 980(INR 45000) or above, is growing and is expected to constitute over 80 per cent of the popu l a t i on by 2009 -10 .

w i th t he g rowing d i sposa l i ncome and t he h ighes t eve r consumer   confidence levels ,Indian consumers propensity to spend is soaring. private final consumption expend i t u r e (PFCE) ROSE 8 .3% DURING 2003-2004 , t he h ighes t g rowth r a t e i n 23 yea r s .

Indians purchasing power is further fuelled by easy availability finance in the form of loans. The increase in income levels of the Indian population and the emergence of the consuming class that

has higher propensity to spend, offers great growth opportunities for companies across various sectors. Growing Consuming class Source- National Council of Applied Economic Research

Urban consumers in India have become more exposed to western lifestyles, through overseas travel and presence of foreign media in India. For example, more than 5 million Indians traveled a broad last year and this number is expected to increase by 15 per cent to 20 per cent per annum. Increase in the population of working women and increasing prevalence of nuclear double income families, especially in urban areas, are other trends shaping lifestyles. The food processing sector has been impacted by these trends as there has been an increase in the demand fo r p roce s sed , r e ady - to - cook and r eady - to - ea t f ood . I t ha s been a s se s sed by Eu ro mon i to r   International, a market research company, that the amount of money Indians spend on meals outside the home has more than doubled in the past decade to about US$ 5 billion a year, and is expected to further double in the next 5 years. These trends imply significant growth potential for the sector in future and add to its investment attractiveness.

The Packaging attracts consumers

As consumer preferences in the country are shifting towards healthy, natural food products, the demand for non-carbonated soft drinks is accelerating. In the face of increasing competition, companies are redesigning the packages that they offer their products in. At the same time, safety, long shelf life, convenience and economic viability are important considerations while choosing packaging options. What are the international trends in the packaging of fruit juices? Can any of these trends be replicated in India? Internationally, a variety of packaging formats are being used for packaging fruit juices. One of the most popular is aseptic cartons. This is also the most popular format in the organised juice market in India accounting for over 60 per cent of the market. The recent entry of Mother Dairy

into this segment points to the growing popularity of this packaging format. More than

anything else the entire aseptic processing and packaging system ensures the availability of nutritious products in safe and hygienic formats, which are also convenient to use. A look at any market in Asia will show how aseptic packaging is growing in popularity.

Type of packaging preferred in different quantities category The most preferred packaging in different Quantity category is

1 . 200 -250 ml

The most preferred in 200-250ml category is Can pack, so Bharti Del Monte’s drinks packaging complies with peoples preference. Next preferred is Tetra pack and least preferred is Bottle pack in this category. Since tetra pack is easy to carry and is easy to dispose people prefer it more when product is being used for one time consumption.

2. 300-5000 ml  In this category most preferred packaging is Bottle packaging. Since quantity is more and generally consume it in two or three time and carry it back home so bottle is safer option

3. 500ml- 1ltr

In this category most preferred packaging is Tetra pack. The 1 l i t e r packs t ake a round two t o t h r ee days i n consumpt ion so consumer wan t a be t t e r   packing where quality can be sustained for long so preference of tetra pack is high.

4. More than 1ltr

Most preferred packaging is Bottle pack. This quantity is generally used by hotels and restaurants where consumption is fast so shelf life’s not an issue, the main concerned is safety from spills and other damage related wastage so bottle is preferred more

Promotion factor have highest rated attributes like

Frequency of advertisement- o.858

The reason behind such high loading on this factor may be the recall value ,as high frequency of advertisement put the product on top of mind of customer when it comes to recall, so customer ask for the product which can be recalled quickly.

Brand ambassador- 0.796

Brand ambassador is a person or character who have a distinct image in society, customer associate the brand with it and also try to identify themselves with characteristics of ambassador. If we look at major fruit juice brands like Dabur, Tropicana, etc we find that there are no brand ambassadors, but coming to the drinks which are projected as fun drinks , we find that almost all well placed brands have an ambassador ( slice- Katrina Kaif , Minute Maid Pulpy Orange-Nikhil Chin Napa, Fanta Apple- Genelia D souza etc) and as we have seen in previous analysis that consumer are accepting Bharti Del Monte drink as fun drink so brand ambassador as

Promotional Schemes- 0.753

Promotional schemes have role in attracting customer’s attention at point of purchase and help consumer in making buying decision so it have high loading on it.

Product Feature

1. Small consumption Unit- 0.7919

The attribute small consumption unit reflects that people buy fruit drink for one time consumption. Also smaller SKUs are easy to handle. The trend is exactly opposite when we take into consideration institutional buyers like Hotel, Restaurant and Caterers. During my personal sales call at Hotels and Restaurants I found that these people are more interested in buying higher quantity, as it comes out to be cheaper option, also it is easy to handle while serving in glass and since drinks are served in glass and not in company pack it is easy to price it according to their own convenience.

2. Appearance of packet- 0.622

The appearance of packet displays the personality of product and help product to get noticed between other brand products at point of purchase, hence developing favorability in mind of customer.3. Nutritional Value- 0.759High loading on attribute Nutritional value reflects that Indian consumer has become highly aware and highly nutrition conscious.

3. Nutritional Value- 0.759

High loading on attribute Nutritional value reflects that Indian consumer has become highly aware and highly nutrition conscious.

Competitive Analysis

Dabur with 35% market share and its products around almost every price category is a definite market leader, so Bharti Del Monte has a Herculean task ahead to break brand loyal customers of Dabur and Tropicana. Indian market is very unproductive, it has been seen that major established companies on globe l eve l when en t e r s i n to Ind i an marke t have t o r e t h ink t he i r s t r a t egy . Same happened w i th Tropicana which is world leader in packaged fruit juice had to innovate its product line to beat local players.

Comparison within the major competitors

Dabur Real Dabur's flagship brand Real fruit juice is a market leader in the packaged fruit juice

category.

Real with a market share of 35 % offers to its consumers the largest range of 9 juices that comprise orange, mango, pineapple, mixed fruit, grape, guava, tomato, litchi and cranberry.

Real Active orange carrot juice, India's first packaged fruit + vegetable juice. Real offers traditional 'cooling' recipes in a ready-to-drink format i.e. Aam panna,

pomegranate and watermelon. Spread over 11 acres and geared to process 150 tones of fruit per day, it has the capacity

to produce 192 tones of pulp/concentrate.

Pepsi co’s Tropicana Tropicana is a product of vast PEPSI family. Pepsi's Tropicana brand fruit juice has outpaced the growth of the packaged fruitjuices

market in India. The company sources orange juice concentrates from Brazil. They come in Tetrapaks of one litre and PET bottles of 500 ml and one litre. Pepsi also markets Gatorade an energy drink for the sports personnel which is a sugar-

free Diet Pepsi. Pepsi, in association with HLL have launched Lipton iced tea.

Parle Agro’s Frooti Frooti from Parle Agro is the largest distributed fruit drink with 85 % market share in

India. It reaches more than 10 lakh retail outlets in up to class C towns The company's another revenue earning brand includes Bailey water.

Coca Cola’s Maaza Maaza was acquired by Coca Cola India. Over the years, Maaza has become synonymous with mango. The drink became a hit with successful advertisement campaigns like "Taaza mango,

maaza mango,' and 'Botal mein aam, maaza hain naam. It is available in 200 ml, 250 ml, 125 ml Tetrapak and 200 ml Tetrapak.

Recommendations to the company

Improve distribution channel

While doing my project with company, I have observed that distributors are delaying deliveries for long time as order coming are small due to which some orders getting cancelled, so company should tackle this problem else companies image will get tarnished as it is very evident in analysis that institutional buyers are most sensitive to service. A probable solution can be giving small incentives to distributor who provide best service on monthly basis.

Qualifying Fast to Avoid Wasting Sales Time

Do you chase after your prospects until they tell you yes or no? Do you ever tell your prospects "No", as in "No, I am not going to sell to you"? There are many things in selling that you do not and will not be able to control. The one thing that you do have control over is your time and how you choose to use it. To qualify fast you must have a set of criteria describing who you will and will not sell to. You want to sell to the prospects likely to buy your products, and drop the prospects unlikely to buy (so that you can find more good prospects). Sounds simple, but too many salespeople let sludge buildup in their pipeline, constricting the total revenue that flows out.

Reaching Decision-Makers through Voicemail

There's two ways to make more sales. One is to close more of the prospects you do contact. The other is to get more prospects into the pipeline. When prospecting, you can look at voicemail as either your friend or your enemy. With 70% of your prospecting calls going to voicemail, it is time to make friends with it. Although you will never get even close to getting every voicemail returned, you can get a significant number of your messages returned when treat them as a one-on-one commercials.

Develop A Distinctive Image

Your image is important and is a function of your marketing efforts and materials. Customer's create their perceptions of your business from your name, web site appearance, store location, products, prices, visual merchandising, signs, displays, business cards, newsletters, advertising material, customer service and anything else that relates to your business

Control Your Inventory

All retail stores need to manage inventory. It is your money sitting on a shelf and represents a large portion of your business investment. The retailer who merely watches the store's shelves

can't maintain a proper balance between the right amount of merchandise and probable customer demand. Without adequate control, slow-moving inventory becomes dated and very costly.

Advertisement targeting psychographic factors of consumerIt is evident in analysis that factor mental makeup have a very high influence on consumption of fruit drink, it have attributes Trendiness and reflects my attitude which are highest loaded of all attributes. While designing its communication program Bharti DelMonte should highlight this feature. The advertisement campaign should be something like Mountains dew’ s“Darr ke baaad jeet hai” where they project that mountain dew drinker have different attitude than other cold drink drinkers.Campaign tagline may be something like “Young India, Younger drink”.

SWOT Analysis of company

Internal Factors

Strengths Del Monte has a history of 120 yrs and it is among the most reputed brand

internationally. Bharti and Del Monte has strong financial position , investment not a big problem. Del Monte products scores very high on quality Backward Integration- Del Monte grows its raw material, so raw material availability is

even an at cheaper rates. Del Monte products are preserved only in natural preservatives. Long shelf life i,e 18 months- 24 months make it more favorable with retailers and other

vendors.

Weaknesses Raw materials are fruits which are seasonal in nature so scarcity of raw material can be

faced. Distribution Channel- Since company is new and sales is low, so distributors are

apprehensive about delivering such small quantity individually, therefore deliveries are delayed.

Import- Products are being imported from Philippines, so import duty and transportation cost increases overall price of products.

Late entrant- Bharti Del Monte has entered into market in which around 10 players are already operating with few big and established brands , like Dabur, Tropicana etc.

External Factors-

Opportunities Growing industry- Packaged Fruit juice industry in India growing at 30% and market is

ever expanding there is lot of potential in market to be tapped. Competitive advantage over carbonated drink- With pesticide incident the consumer

preference has shifted towards fruit drink. Wellness awareness among consumers- Today Indian consumer is very health conscious

and don’t mind spending extra money for a healthy product Commonwealth games 2010 will attract lot of foreign tourist in India, these people

already know Del Monte brand so their presence towards same will be high.

Threats Cut throat competition Global Warming- In future due to global warming the fertility of soil is expected to

deteriorate, which can cause scarcity of raw material. Unstable government policies.