A PROJECT REPORT ON

MARKET SHARE OF ‘REAL JUICE’ IN THE GHAZIABAD MARKET

IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE DEGREE OF

BACHELOR OF BUSINESS ADMINISTRATION (B.B.A.)

SUBMITTED TO: SUBMITTED BY:Ms. Monika Sharma AAZAM ABDAL

SAS INSTITUTE OF INFORMATION TECHNOLOGY & RESEARCH

MOHALI

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Acknowledgement

A task is never as big as the power and support provided to fulfill that task. The

completion of a task is never a one man effort, it is the effort and hard work of

innumerable number of people who directly or indirectly help in the project work and

enlighten the path of success.

The satisfaction and euphoria that accompany the successful completion of any task

would be incomplete without the mention of the people who made it possible and whose

constant guidance and encouragement heads all efforts with success.

I take this opportunity to express my deepest sense of gratitude and regards to Mr. Sunil

Sharma, ZSM, Dabur Foods and Mr. Harit Shroff, ASM, Dabur Foods for their constant

encouragement and valuable insight, guidance and facilities at all phases of the project.

I would also thank Ms. Monika Sharma for his valuable guidance, inspiration and

encouragement.

Lastly I would like to take this opportunity to thank all those who criticized me from time

to time regarding my approach towards the project as their criticism acted as a catalyst

for my zeal to succeed.

AAZAM ABDAL

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Project Objectives

To map the market share of ‘Real Juice’ in the Ghaziabad market.

To study the consumer behavior to enhance the market penetration of real juices.

To launch the summers brand ‘Coolers’.

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Letter Of Transmittal

It was a pleasure working with Dabur India. I had a great learning experience during the

duration of this project. The report is complete as per the requirements of the project. I

hand over my work to Dabur India and hope that the report helps them in increasing their

sales and the suggestions helps in understanding the problems the company is facing.

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Executive SummaryThe study can be effectively divided into three parts:

1. To map the market share of the Real Juices in the Ghaziabad Market.

2. To map the consumer preferences to enhance the market penetration of the juices.

3. To launch “Coolers”, the summer drink from Dabur Foods.

To complete the study effectively the knowledge of the market and the operations of the

market, along with the area where the study needs to be done was necessary, thus the

initial period of the training included the sales of the real fruit juices in whole of the

Ghaziabad market along with the team of the stockist, the sales was done for the period

of approximately two weeks spanning from 5th to 19th of April, 2006.

With the above given objectives in mind, a primary research was conducted in the month

of April and May. The data was collected through questionnaires which were

administered to various retailers in the Ghaziabad region. Mainly four markets (Raj

Nagar, Kavi Nagar, Patel Nagar, Gandhi Nagar) were covered in the process of mapping

the market share of the Real Juices, the total shops covered in these areas included those

shops where the Real Juice is places as well as those shops where the product is not

places but can be placed. During this period the company also engaged me in the

launching of its summer drink ‘Coolers’ in the market and thus the initial part of the

study was conducted along with the launch of coolers.

The above studies gave broadly the following results: In case of market share the ‘Real

Juice’ brand is the pioneer in the Ghaziabad market with the approximate market share of

72.76%, followed by Freshgold ( a Priyagold Product) and Leh Berry. The existence of

the national competitor Tropicana Juices was negligible. The study also contains the

various problems faced by the product in the market and also gives the recommendations

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which can be used to overcome those problems. These are covered in the later chapter of

the report.

In mapping the consumer preferences the study included what are the preferences of the

consumer while choosing a particular brand and why does the consumer drinks juices etc

which are analyzed in detail in the later chapters of the report. The sample size for this

study was 189 consumers in the highly developed as well as little less developed areas of

Ghaziabad. The study also concentrated on the demography of the consumers who prefer

drinking packed juices.

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Table Of ContentsExecutive Summary

Chapter 1

1.1 Indian Juice Industry

1.2 Company Profile

1.2.1 Sales Vision Of The Company

1.2.2 Core Values

1.2.3 Strategic Intent

1.2.4 Vision

1.2.5 History

1.2.6 Field Force

1.2.7 Distribution Network

1.3 Product Introduction

Chapter 2

2.1 Literature Review

2.2 Relevance Of Study

2.3 Need Of Study

Chapter 3

Scope Of Study

Research Deisgn

Sources Of Data

Target Population

Sampling

Sampling Design

Sample Size

Procedure For Data Collection

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Chapter 4

Launch Of ‘Coolers’

Chapter 5

Promotional Schemes Of Various Competitors

Chapter 6

Data Presentation of Market Share Research

6.1 Number of Shops Covered In Different Areas

6.2 Category wise Breakup of Shops In Raj Nagar

6.3 Category wise Breakup of Shops In Kavi Nagar

6.4 Category wise Breakup of Shops In Lohia Nagar

6.5 Category wise Breakup of Shops In Patel Nagar

6.6 Category wise Breakup of Shops In Govindpuram

6.7 Total Number of Shops-Category Wise

6.8 Juice Brands Present At Various Outlets

6.9 Reasons For Selling Real Juices

6.10 Reasons For Not Selling Real Juices

6.11 Problems Faced By Retailers Regarding Real Juices

6.12 Variant Wise Sales Of Real Juices

6.13 Market Share Of Various Juice Brands

Chapter 7

Data Presentation of Consumer Behaviour Research

7.1 Preference Regarding Juices

7.2 Consumer Sex Ratio

7.3 Consumer Age Groups

7.4 Consumer Annual Salary

7.5 Consumer Buying Behaviour

7.6 Occasions

7.7 Reasons For Drinking Juices

7.8 Preferred Juice Brand

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7.9 Reasons For Preferring Real

7.10 Reasons For Preferring Fresh Gold

7.11 Reasons For Preferring Leh Berry

7.12 Reasons For Not Continuing With Real

7.13 Reasons For Not Drinking Packed Juices.

Chapter 8

8.1 Observations

8.2 Recommendations

8.3 Limitations

References

Enclosures

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List Of Tables

Serial Number Table Number Page Number

1 2.1 34

2 4.1 38

3 4.2 39

4 4.3 39

5 4.4 40

6 6.1 44

List Of Figures

Serial Number Figure Number Page Number

1 6.1 43

2 6.2 44

3 6.3 45

4 6.4 45

5 6.5 46

6 6.6 46

7 6.7 47

8 6.8 47

9 6.9 48

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10 6.10 49

11 6.11 49

12 6.12 50

13 6.13 51

14 7.1 52

15 7.2 53

16 7.3 53

17 7.4 54

18 7.5 54

19 7.6 55

20 7.7 55

21 7.8 56

22 7.9 57

23 7.10 57

24 7.11 58

25 7.12 58

26 7.13 59

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Chapter 1

1.1 Juice Industry In India

With people turning more health conscious, the non-carbonated beverage segment has

become one of the fastest growing and most exciting businesses at the moment. Evolving

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

delivery vehicle for efficacious amounts of nutritional ingredients. Juices are unusual

products in that everyone expects to try new varieties, even from established brands.

While all segments of the beverage market are evolving, the growth seems to be directed

more towards healthy, light and low-calorie drinks, in particular organic and fruit juice

varieties.

The Rs 500 crore non-carbonated beverage market in the country is composed of fruit

drinks, nectar and juices. While the fruit drink segment is estimated at Rs 250-300 crore

(branded and packaged), the juice market is valued at Rs 150 crore and the nectar is a

small category of about Rs 35-50 crore. And the popular brands vying for a share in the

sector are Parle's Frooti, Godrej's Jumpin, Coca Cola's Maaza, Pepsi's Tropicana, and

Dabur's Real.

What follows is an overview of the latest product offerings from different beverage

companies.

Dabur's Real fruit juice in 9 flavours

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

category. Real was launched in 1996 and the brand has carved out a niche for itself by

claiming to be the only fruit juice in packaged form that is 100 % preservative free. Real

with a market share of 55 % offers to its consumers the largest range of 9 juices that

comprise orange, mango, pineapple, mixed fruit, grape, guava, tomato, litchi and

cranberry.

Real Junior, available in 125 ml packs, targets children below six years. It has two

favourite flavours of mango and apple enriched with calcium. Real Activ, a 100 % fruit

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juice with no added sugar, gives the goodness of fruits without adding extra calories.

Today, it is the preferred juice drink for the health and fitness conscious young adults.

Real Activ is available in orange, apple, and orange-carrot variants. Real Activ orange

carrot juice, India's first packaged fruit + vegetable juice, is a combination of juicy

oranges and sweet carrots.

Coolers, a fruit-based beverage, offers traditional 'cooling' recipes in a ready-to-drink

format. It is available in three variants - Aam panna, pomegranate (anar) and watermelon

Real juices are offered in hygienic double seal spill proof caps in Tetrapak packaging.

Once packed, the 6-layer Tetrapak carton helps retain the freshness of the juice for a

longer period of time, thus maintaining the taste and nutrition of the juice. The fruits that

go into the juices are sourced from the best sources across the world, the company

claims.

Dabur Food produces around 50 million litres of juice annually through its state-of-the-

art facility at Birganj, Nepal. In August 2004, the company commissioned a multi fruit

processing facility in Siliguri, in West Bengal, set up by Pasadensa Foods, a wholly

owned subsidiary of Dabur Foods Ltd. Spread over 11 acres and geared to process 150

tonnes of fruit per day, it has the capacity to produce 192 tonnes of pulp/concentrate. The

plant procures fruits worth Rs 6 crore from West Bengal, North-East, Bihar, Uttar

Pradesh, Maharashtra and Andhra Pradesh. It has the highest capacity utilization by

processing pineapple, litchi, guava, mango and grape round the year.

PEPSI'S TROPICANA

Pepsi's Tropicana brand fruit juice has registered double digit growth and has outpaced

the growth of the packaged fruit juices market in India. India is a very important market

for Tropicana and is among the top 10 biggest markets for the brand. The company

sources orange juice concentrates from Brazil. Tropicana is available in orange, apple,

grape and cranberry flavours and a cocktail in Ruby-red. They come in Tetrapaks of one

litre and PET bottles of 500 ml and one litre. Pepsi also markets an energy drink for the

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sports personnel, called Gatorade, and a sugar-free Diet Pepsi. Pepsi, in association with

Hindustan Lever Ltd (HLL) is planning to launch Lipton iced tea in a couple of months.

The move is to take on its arch rival Coca Cola which was successful in its business in tea

and coffee, both hot and cold in association with McDonald's.

Coca Cola's Maaza

Maaza was launched in 1976, a drink that offered the same real taste of fruit juices and

was available throughout the year. In 1993, Mazza was acquired by Coca Cola India.

Mazza currently, dominates the fruit drinks industry. Over the years, Mazza 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.'Consumers regard maaza as wholesome, natural, fun drink which delivers the real

experience of fruit. It5 is available in SKUs of 200 ml RGB, 250 ml RGB, 125 ml

Tetrapak and 200 ml Tetrapak.

Besides, Coca Cola is also in the business of tea and coffee under the brand name

Georgia Gold. The brand is available at all McDonald's outlets across the country. After

the hot beverage did well, the com-pany entered the ice tea and coffee market with

Georgia brand last year, again in association with McDonald's. Coke's non-CSD portfolio

also comprises powder soft drink concentrate Sunfill, and the bottled water brand Kinley.

The company is expected to launch a new low calorie cola and introduce more varieties

of flavoured bottled water over the next few months.

Priyagold’s Freshgold

Surya Foods and Agro Ltd, the Delhi based manufacturers of Priyagold biscuits, has

forayed into the juices segment with the one-litre 'Freshgold'. It has set up a state-of-the-

art manufacturing facility in Greater Noida with an investment of Rs 25 crore. The plant

has a capacity of producing 1.5 lakh litres of juice per day. It is widely available in the

market in the packs of 1 ltr and 200 ml. The 200ml packs coming with the brand name of

Treat and the 1 ltr pack with the brand name of Freshgold. It is doing aggressive

advertising campaign on the television and targeting the kids segment by featuring their

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advertisements on the cartoon network and pogo channels. Using the pester power of the

kids to influence the buying behaviour of the parents.

Ladakh Foods’ Leh Berry

Ladakh Foods is building a portfolio of products from fruit juices to jams and sauces,

based on the little-known seabuckthorn berry, which grows in the Ladakh region. About

three years ago it launched Leh Berry, its first fruit juice in Delhi and it's selling it in the

more affluent parts of town. But its competitive edge may well lie in its positioning.

Ladakh Foods is marketing Leh Berry as a nutrition drink (it prefers not to use the word

health, with its bitter, medicinal associations), based on the chronicled nutritional

properties of the seabuckthorn fruit. A range of fresh juices and nectars under the

umbrella brandname- Leh Berry that are available in the market include 6 Superjuice

variants (Seabuckthorn, Pineapple Apple, Apple Peach, Mixed Fruit, Orange and

Blackcurrant). Each flavour is enriched with the goodness of Seabuckthorn and packed in

aseptic Tetra Pak at the world-class processing & packaging plant of Godrej Beverages &

Foods Limited. in Madhya Pradesh. Leh Berry juices and nectars are just the first major

steps in introducing the super fruit Seabuckthorn to the huge market in India, thereby

moving on to spread its wings on the global stage.

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1.2 Company Profile

Dabur India Limited has marked its presence with some very significant achievements

and today commands a market leadership status. Our story of success is based on

dedication to nature, corporate and process hygiene, dynamic leadership and commitment

to our partners and stakeholders. The results of our policies and initiatives speak for

themselves.

Dabur India has been able to post a double digit topline as well as bottomline growth in

tough environment, leveraging its age old Ayurveda platform. Also, its unique herbal

platform coupled with the franchise value that the brand enjoys mitigates the risk of

fierce competition from other FMCG players.

Dabur India is one of the oldest FMCG companies of India, operating primarily on the

Ayurveda platform. Dabur's product portfolio is comprises a Consumer Care Division

(CCD), Consumer Health Division (CHD), International Business Division (IBD) and

Foods.

• The CCD (77% of revenues) comprises health supplements, digestives and

candies, hair care, oral care, baby oils and skin care.

• The CHD (6% of revenues) includes products of the erstwhile Ayurveda Division

and a set of OTC products.

• The International Business Division (9.1% of revenues) comprises the company's

business in Dubai, South East, and Bangladesh.

3 Subsidiary Group companies - Dabur Foods, Dabur Nepal and Dabur International and

3 step down subsidiaries of Dabur International - Asian Consumer Care in Bangladesh,

African Consumer Care in Nigeria and Dabur Egypt.

13 ultra-modern manufacturing units spread around the globe

Products marketed in over 50 countries

Wide and deep market penetration with 47 C&F agents, more than 5000 distributors and

over 1.5 million retail outlets all over India .

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CCD, dealing with FMCG Products relating to Personal Care and Health Care.

1.2.1 Sales Vision of the Company

Back To “BASICS”

B: Building skill set of the team

A: Availability

S: Secondary Focus

I: Innovative

C: Consumer Focus

S: Shelf Dominance

1.2.2 Core Values

Ownership: This is our company. We accept personal responsibility, and accountability

to meet business needs

Passion For Winning: We all are leaders in our area of responsibility, with a deep

commitment to deliver results. We are determined to be the best at doing what matters

most

People Development: People are our most important asset. We add value through result

driven training, and we encourage & reward excellence

Consumer Focus: We have superior understanding of consumer needs and develop

products to fulfill them better

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Team Work: We work together on the principle of mutual trust & transparency in a

boundary-less organisation. We are intellectually honest in advocating proposals,

including recognizing risks

Innovation: Continuous innovation in products & processes is the basis of our success

Integrity: We are committed to the achievement of business success with integrity. We

are honest with consumers, with business partners and with each other

1.2.3 Strategic Intent

We intend to significantly accelerate profitable growth. To do this, we will:

Focus on growing our core brands across categories, reaching out to new

geographies, within and outside India, and improve operational efficiencies by

leveraging technology

Be the preferred company to meet the health and personal grooming needs of our

target consumers with safe, efficacious, natural solutions by synthesizing our deep

knowledge of ayurveda and herbs with modern science

Provide our consumers with innovative products within easy reach

Build a platform to enable Dabur to become a global ayurvedic leader

Be a professionally managed employer of choice, attracting, developing and

retaining quality personnel

Be responsible citizens with a commitment to environmental protection

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Provide superior returns, relative to our peer group, to our shareholders

1.2.4 VISION

Dedicated to the health and well being of every household.

1.2.5 Company History

1884

 

Birth of Dabur

1896 Setting up a manufacturing plant

Early 1900s Ayurvedic medicines

1919 Establishment of research laboratories

1920 Expands further

1936 Dabur India (Dr. S.K. Burman) Pvt. Ltd.

1972 Shift to Delhi

1979 Sahibabad factory / Dabur Research Foundation

1986 Public Limited Company

1992 Joint venture with Agrolimen of Spain

1993 Cancer treatment

1994 Public issues

1995 Joint Ventures

1996 3 separate divisions

1997 Foods Division / Project STARS

1998 Professionals to manage the Company

2000 Turnover of Rs.1,000 crores

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1.2.6 Field Force

Head Office

Zonal Sales Manager

Area Sales Manager

Sales Officer/ senior sales manager

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1.2.7 Distribution Network

Factory

(Transfer Of Goods), No Invoice

C&F Agents

Primary Sales( Invoiced)

Stockists / Dealers

Secondary Sales(Invoiced)

Retailers / Wholesalers

Tertiary Sales

Consumer

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The tagline of Dabur Foods is:

Stay healthy, stay fit - 

and eat only  nature's best.

The Foods category includes products from Dabur Foods and the Family Products

Division of Dabur India Limited. Dabur Foods, set up in 1996 as a 100% subsidiary,

introduced Indian consumers to the concept of freshness and convenience in processed

foods. It is one of the growth drivers of Dabur, with leading brands like Real Juices and

Hommade cooking pastes. Dabur Honey of the Family Products Division is the largest

branded honey with over 40% of the market share.

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1.3 Real Juices Introduction

The flagship brand of Dabur Foods, Real Fruit Juice is India's leading packaged, 100-per

cent preservative free fruit juice brand offering consumers the great taste and wholesome

nutrition of freshly squeezed juice in a hygienic and attractive pack. It offers the largest

range of eight juices: orange, mango, pineapple, grape, guava, mixed fruit, tomato and

litchi.

Dabur Foods is the first juice company in India and among the top five companies in the

world to use the latest spin cap tetra pack, cold fill technology and spill-proof double seal

cap for packaging Real.

Real was recognised as the 'fastest growing brand' for 2001-02 in the first ever beverage

industry seminar in India. Real Fruit Juice is a market leader in packaged fruit juice

category.

Real Fruit Juice is India's first and only packaged fruit juice brand to get SGS (Societe

Generale de Surveillance) certifications for high safety standards used in packaging that

conform to the stringent HACCP and GMP standards.

The non-carbonated beverages sector can be classified as Fruit drinks, Nectar and Juices.

The classification is based on the % of the fruit pulp content in the beverage. Fruit drink

has to have minimum fruit pulp content of 10%, while Nectar needs to have a minimum

fruit pulp content of 25%.

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Real Orange Juice

Real Juice Orange is made with best

oranges to ensure consistent quality

around the year. It is a simple and

delicious way to get Vitamin A and C

that your body requires in a day, that

keeps you active all day long. Orange

juice is an ideal liquid food to boost up

the immunity level. It is fat free and is

therefore suitable for all ages.

It is available in tetrapacks of two sizes 1

ltr and 200ml costing Rs 65 and Rs 15

respectively. The Ingredients of this

juice include:

Orange juice concentrate, water, sugar,

citric acid, salt and Vitamin C.

The nutrition facts of this juice per

100gm are as follows:

Nutrition Facts per 100ml

Real Mango Nectar

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Energy 56 Kcal

Protein NMT 1g

Fat Negligible

Carbohydrates NLT 13g

Sodium 5mg

Vitamin C 12.5 mg

Vitamin A 500 mg

Vitamin B1 50 mg

Vitamin B2 50 mg

Calcium 2.5 mg

Iron 0.25 mg

Mango Nectar is prepared from the best

quality mangoes to ensure consistent

quality round the year. It gives you all

the energy to keep you going for hours

together. It is popular among the

children as it is extremely juicy and has

a pleasant flavour. It is an excellent

source of Vitamin C and is naturally

high in Betacarotene.

It is available in tetrapacks of two sizes 1

ltr and 200ml costing Rs 65 and Rs 15

respectively. The Ingredients of this

juice include: Water, blend of Alphanso

and other mango pulp, sugar, citric acid,

and Vitamin C.

The nutrition Facts per 100ml are as

follows:

Nutritional Facts Per 100ml

Energy 60 Kcal

Protein NMT 1 g

Fat Negligible

Carbohydrates NLT 13 g

Sodium 0.5 mg

Beta Carotene 600 mg

Vitamin B1 50 mcg

Vitamin B2 50 mg

Calcium 2.5 mg

Iron 0.5 mg

Real Pineapple Juice

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Pineapple juice is prepared from the best

quality pineapples to ensure consistent

quality around the year. It is the perfect

refreshing juice with great nutritive

values. It not only gives the cool feeling

but also beneficial in reducing fatigue. It

is delicious and has unique digestive

properties, which makes this juice a

choice of all seasons. It is an excellent

source of Vitamin C which boosts the

immune system.

It is available in Tetra Packs of two sizes

1 ltr and 200ml costing Rs 65 and Rs 15

respectively.

The ingredients of this juice include:

Pineapple juice concentrate, sugar, citric

acid, water, and Vitamin C.

The nutritional facts per 100ml are as

follows:

Nutritional Facts Per 100ml

Energy 56 Kcal

Protein NMT 1 g

Fat Negligible

Carbohydrates NLT 13 g

Sodium 2.5 mg

Vitamin B1 50 mg

Vitamin B2 50 mcg

Calcium 8 mg

Iron 0.4 mg

Real Grape Juice

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Real Grape Juice is made from the best

quality and fresh and juicy grapes to

ensure consistent quality round the year.

Due to its highly nutritive value, it

makes a perfect midmorning and late

afternoon drink. Apart from being sweet

and juicy, the Vitamin C and the

minerals present in Grape juice helps in

recovering from the general weakness.

It has certain curative properties too and

is a great blood builder.

This juice is available in Tetra Packs of

1 Ltr and 200ml costing Rs 70 and Rs 15

respectively.

The ingredients of this juice include:

Water, Grape Juice Concentrate, Sugar,

Malic Acid and Vitamin C.

The nutritional facts of this juice are

given as under:

Nutritional Facts Per 100ml

Energy NLT 56 Kcal

Protein NMT 1 g

Fat NMT 1 g

Carbohydrates NLT 13 g

Sodium 3 mg

Potassium 30 mg

Vitamin C 20 mg

Calcium 22 mg

Iron 2.3 mg

Real Tomato Juice

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One glass of tomato juice taken in the

morning is an effective remedy for

morning sickness. It is a great source of

nutrition as it contain Vitamin A, C, B1

and B2, and essential minerals; that

helps in increasing body’s resistance.

Being one of the best sources of

lycopene ; a glass full of tomato juice is

considered to be a very healthy food. It

is famous as an excellent blood purifier.

This juice is available in tetra packs of 1

ltr costing Rs 70.

The ingredients of this juice include:

Tomato paste, Water, Sugar, Citric Acid,

Salt and Vitamin C.

The nutritional facts of this juice can be

listed as under:

Nutritional Facts Per 100ml

Energy 36 Kcal

Protein NMT 1 g

Fat Negligible

Carbohydrates NLT 8 g

Sodium 200 mg

Vitamin C 12.4 mg

Vitamin A 50 mcg

Vitamin B1 50 mcg

Vitamin B2 50 mg

Calcium 8 mg

Iron 1 mg

Real Lichi Nectar

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Lichi Nectar is a great alternative choice

for breakfast as well as a refreshing

drink for min morning and late afternoon

breaks. A glass full of lichi nectar is a

healthy drink as it contains one fifth of

the daily recommended intake of daily

vitamins.

It is a great source of carbohydrates and

Vitamin C which provides nutrition and

energy. This nectar encourages optimal

absorption of iron and improves blood

circulation.

This nectar is available in tetra packs of

two sizes 1 ltr and 200 ml costing Rs 70

and Rs 15 respectively.

The ingredients of lichi nectar include:

Water, Lichi Pulp, Sugar, Malic Acid,

Vitamin C.

The Nutritional Facts of this nectar are

as follows:

Nutritional Facts Per 100ml

Energy 60 Kcal

Protein NMT 1 g

Fat Negligible

Carbohydrates NLT 15 g

Sodium 0.2 mg

Vitamin B1 0.008 mg

Vitamin B2 0.008 mg

Vitamin C 30 mg

Calcium 1 mg

Iron 0.1 mg

Real Cranberry Nectar

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Real Cranberry Nectar is prepared from

the best quality cranberries to ensure

consistent quality around the year. They

are very rich in Vitamin C and Pectin.

This nectar is recommended for helping

to combat or prevent urinary tract

infections.

It is available in tetra packs of 1 ltr and

200ml costing Rs 70 and Rs 15

respectively.

The ingredients of this nectar include:

Water, Sugar, Cranberry Juice

Concentrate, Deionised Apple and Black

Currant juice concentrate, citric acid and

Vitamin C.

The nutrition facts of this nectar can be

listed as follows:

Nutrition Facts Per 100 ml

Energy 63.2 Kcal

Protein NMR 0.03 g

Fat Negligible

Carbohydrates NLT 16 g

Sodium 39 mg

Potassium 10 mg

Calcium 17 mg

Iron 1.4 mg

Real Mixed Fruit Juice

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Mixed Fruit Juice is a real palate pleaser

as it is a mix of nine fabulous fruits. The

nine fruits which make this juice are

apple, orange, guava, pineapple, passion

fruit apricot, mango, banana and lime

juice.

Mixed fruit juice is usually taken as a

refreshing drink as it has most of the

vital Vitamins such as Vitamin A, B1,

B2 and minerals such as calcium,

sodium and potassium that are necessary

for good health.

It is an excellent source of Vitamin C to

boost up your immunity levels.

It is available in two sizes of 1 ltr and

200ml costing Rs 65 and Rs 15

respectively.

The ingredients of this juice are:

concentrate of apple, orange, guava,

pineapple, passion fruit apricot, mango,

banana, lime juice, water, sugar, citric

acid and vitamin C.

The nutrition facts of this juice are

enumerated as follows:

Nutritional Facts Per 100 ml

Energy 56Kcal

Protein NMT 1 g

Fat Negligible

Carbohydrates NLT 13 g

Sodium 4 mg

Vitamin C 12.5 mg

Vitamin A 800 mcg

Vitamin B1 50 mcg

Vitamin B2 50 mcg

Calcium 4 mg

Iron 0.5 mg

Real Guava Nectar

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This delightful nectar makes a great mid

morning and late afternoon drink. It

provides with a variety of nutrients that

provides nutrition to bones and teeth. It

acts as a good appetizer, and is rich in

Vitamin A and C, calcium and other

minerals.

It is available in tetra packs of 1 ltr and

200ml costing Rs 70 and Rs 15

respectively.

The ingredients of this juice consists of :

Pink Guava Pulp, Water, Sugar, Citric

Acid, Salt and Vitamin C.

The nutrition facts of this juice are as

follows:

Nutrition Facts Per 100 ml

Energy 60 Kcal

Protein NMT 1g

Fat Negligible

Carbohydrates NLT 15 g

Sodium 20 mg

Potassium 30 mg

Vitamin C 20 mg

Beta Carotene 110 mg

Calcium 7.5 mg

Iron 1.5 mg

Chapter 2

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2.1 Literature Review

The fruit juice industry which was at its nascent stage till a few years ago at 35-40% per

annum is bound to grow at a break neck speed as per study(India: Fruit juices now a

social drink: Study,Businessline, nov 2002 and Fruit juices now a social drink,

November ,2002, HBL), the study claims that the fruit juices are no longer a drink for

health conscious but it is increasingly becoming a social drink. If the findings of a `usage

and attitude' study conducted by market research agency Indica Research across 1,200

adults in SEC-A and SEC-B households in Delhi and Mumbai are anything to go by, then

it's not just champagne and colas that qualify as social beverages. Packaged fruit juices

are as much recognised as social drinks now, with dominant consumption being observed

in the company of family and friends.

Fruit juices are perceived as anytime beverages, with consumption being spread more or

less evenly between the mid-mornings, afternoons and evenings. And GeneratioNow is as

much inclined to sipping fruit juices as colas, with teenagers driving the maximum trials.

Moreover Indians are shunning the fizzy drinks(Indians shun fizzy drinks, turn to

juices;Ratna bhushan, knight ridder tribune business news) Juices and other non-

aerated drinks are growing at a blistering 35-40 percent compared to fizzy drinks which

are notching up a 10 percent growth. Although the base numbers of aerated drinks are

higher, the soft drinks industry sees the perceptible shift towards 'healthy' drinks in

consumer taste.

If a recent study is to be believed the Indian branded food and beverages market grew by

over 5 percent, outpacing the global average of 4 percent. According to a recent

ACNielsen Global Services report on global trends in food an beverage, the growth rate

for individual product categories within the Indian market too reflect aggressive

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performances within the similar period.(India takes a big bite of branded food; Knight

ridder tribune business news feb,2005).

The beverage industry is currently undergoing a number of significant changes. There are

several drivers of the demand changes that are common to all three categories. The first is

our population's demographics - the number of aging baby boomers in the market is

growing. Primarily these consumers are seeking healthier products and are demanding

products that can serve as medicine and still taste good. As well, today's young consumer

is seeking healthier choices. A recent Beverage World magazine article on the future of

drink explains, "Kids today, you know, are growing up with bottled water, not cola, as an

automatic choice" (Prince, 2002). Also, the number of different types of occasions where

beverages are consumed is increasing. There are now beverages targeted for specific

events: sporting, dining experiences, mood enhancement, and a variety of other

situations. This has created the need for processors to identify what specific market and

occasion they are targeting.

The Juice industry is a part of the beverage market, the classification of the beverage

market can be done as follows:

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Table 2.1

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Beverages

Alcoholic Beverages

Non-Alcoholic Beverages

Brewers Distillers WinemakersCarbonated Beverages

Non Carbonated Beverages

Colas Coffee and Tea

Energy, Sports, Health And

Nutritional Drinks

Juices

Water and Ice

2.2 Relevance Of Study

In the recent past many new fruit juices have been launched in the market due to which

the scenario of the Juice Industry has changed considerably. Any organization needs to

access its market scenario to gauge its current potential and to get a feedback about its

current practices and the results which these practices are bearing.

Also the need of consumer insight is required so that the company can make considerable

efforts to fulfill the needs of the consumer.

2.3 Need Of The Study

Any industry needs to understand its strengths and weakness and the points where it can

improve, the idea of the market share lets the company to understand where it stands,

whether its policies and efforts in the area has beared fruits or not.

Juice Industry is a highly competitive industry. The customer is always the king here, as

the product he uses as generally as a health supplement or to quench his thirst or for taste,

in all these cases if the product varies even an iota from his expectations the customer

shifts to other brand forever. A company can produce a quality product. But if the voice

of customer is not included in the product development, then it won’t be accepted by the

customer.

Hence, the study was undertaken to understand the market share and the consumer

preferences compared to the competition in the Ghaziabad region.

The study was also undertaken

to understand and map the customer’s requirements

to understand the consumer

to understand what can be done to improve the viability of the product

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Chapter 3

3.1 Scope Of Study

The study will be conducted on retailers of whole Ghaziabad market and consumers of

the same area. The retailers and consumers will be interviewed through a structured

questionnaire.

Areas Covered: Raj Nagar, Lohia Nagar, Patel Nagar, Kavi Nagar, Rakesh Marg, Nai

Basti, Ramte Ram Road, Vijay Nagar, Govindpuram, Shastri Nagar, Chiranjeev Vihar,

Railway Road, Ghanta Ghar, Gandhi Nagar, Nehru Nagar, Maliwada, Sihani Gate.

Time: The primary data collection would be done during the period of 4th April,2006 to

3rd June 2006.

3.2 Research Design

The research design is conclusive and descriptive in nature, as the study as this research

would help the decision maker in determining, evaluating and selecting the best course of

action in the given market condition; as the research explores the market conditions and

suggests the alternatives which can be taken.

3.3 Sources Of Data

Data was collected from both the primary as well as the secondary sources. Firstly,

secondary literature was analysed and reviewed to understand the current trends in the

industry and the market, various juice brands available to the consumer, the areas where

customers are paying most emphasis for their purchase decision etc.

This was followed by a primary survey of the retailers to find the current scenario in the

juice market and access the performance of Real Juices.

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At the later stage, a survey of consumers was conducted to understand the consumer

behaviour about the product.

3.4 Target Population

The target population for mapping the market share of different juices available in the

market would be the retailers selling any brand of packed juice at his/her counter.

For the consumer behaviour survey, the target population would be the consumers who

drink any brand of packed juices.

3.5 Sampling

3.5.1 Sampling Design

The sample chosen from the target population of the dealers was

based on the identification of the developed as well as the underdeveloped

markets of Ghaziabad and proper representation from each kind of market

was taken.

The consumers were sampled on the basis of convenience sampling.

3.5.2 Sample Size

The sample size for the retailer was 103.

The sample size for the consumers was 189.

3.6 Procedure for Data Collection

For the purpose of data collection both primary as secondary data would be used.

For the purpose of primary data collection of dealer research, dealers were administered

with a questionnaire which had both structured as well as unstructured questions.

Customers were also administered a questionnaire which had both structured as well as

unstructured questions.

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Chapter 4

Launch Of Coolers

The company launched its summer brand ‘Coolers’ in the month of April 2006. The drink

is launched as a summer drink with the USP to beat the scorching heat.

The drink was launched in four different flavours:

1. Coolers Watermelon-Mint

2. Coolers Aampanna

3. Coolers Lemon-Barley

4. Coolers Rose Lichi

These drinks were launched in the Ghaziabad market from 17th to 22nd April,2006. The

purpose of launching was this drink was to position the drinks on the shelves before the

advertising campaign is launched on the national level and the promotional campaign is

launched at the local level.

The following Launch Trade Scheme was provided to the retailers at the time of launch

of the product:

Size Purchase Free Issues

1 litre 12 Pieces 1 Piece

200 ml 5 Trays 1 Tray

2 Trays 8 Pieces

1 Tray 3 Pieces

Table 4.1

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Here one tray of 200ml drink consists of 30 individual pieces.

The company also provided us with the Suggested Orders/ Placement Norm, according to

which the drink needed to be placed on the retail outlets.

All the retail outlets were divided in three categories based on the amount of sales they

give in one month. The category and the sales can be shown in the following table:

Category Monthly Sales(In Rupees)

A > Rs 10,000

B Rs 5,000 to Rs 9,999

C < Rs 5,000

Table 4.2

According to the above given format the Placement Norm provide by the company was:

A B C

1 Litre 12 Pieces 6 Pieces 3 Pieces

200 ml 60 Pieces 30 Pieces 15 Pieces

Table 4.3

The modus operandi used for the launch of Coolers included the team identifying a

particular area where the launch was to be done on a particular day. Then the team used

to visit the retailers of that particular area and convince them to place the drinks on their

shelves. The convincing strategy generally included the following points:

Sampling of the drink: The team carried the sample of the drinks with it in a

small tempo with the facility to keep the drink chilled.

By convincing the retailer about the goodness of the drink and educating him

about the contents and their effect on the scorching heat.

By educating the retailer about the forthcoming advertising campaign.

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By educating the retailer about the various trade schemes he would get with the

drinks.

By providing the retailer with all the promotion material of the drink ( such as

posters, POPs etc) and placing it themselves at the appropriate place in the shop.

By educating the retailer that this drink is from the stable of the best selling juice

‘Real Juice’ in the market.

The team covered the whole of the Ghaziabad market in the span of one week given for

the promotion of the drink. The beats were scheduled as follows:

Day Area

Monday Raj Nagar

Tuesday Off

Wednesday Lohia Nagar, Patel Nagar, Kavi Nagar

Thursday Rakesh Marg, Nai Basti, Ramte Ram Road

Friday Vijay Nagar, Govindpuram

Saturday Shastri Nagar, Chiranjeev Vihar, Railway Road, Ghata Ghar

Sunday Gandhi Nagar, Nehru Nagar, Maliwada, Sihani Gate

Table 4.4

Learnings From The Launch Of Coolers

The following learnings were made from the launch of Coolers, the summer drink in the

Ghaziabad market:

The experience of sales was received.

The art of negotiations was learned.

The experience of product launch was received.

The knowledge of how trade promotion should be done was gained.

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Chapter 5

Promotional Schemes

For any product to make its presence felt in the market certain consumer level as well

as the retailer level promotion schemes are necessary, which provides the

encouragement to the retailer to sell the product more briskly and keep a good stock

of the product. Also the consumer schemes provides the encouragement to the

consumers to prefer the product with the scheme as compared to the similar products.

Here I list the promotion schemes, both consumer level and the retailer level, used by

different companies which are providing competition to the Real Juices in the

Ghaziabad market.

Real Juices

Trade Schemes

A margin of 15% is provided to the retailers on the maximum retail price of

the product. In case of tomato juice the margin is that of 12%.

Trade scheme of 15+1 and 24+2 available on the one litre packs of orange,

mango and mix fruit juice.

In case of 200ml the scheme of 30+4 was available on Guava, Grapes, Lichi

and Pineapple.

Rs 5 off on three packs of 200ml Real juice. Offer comes as school pack.

Consumer Scheme

The consumer scheme of a glass free with the one litre pack of mango and

orange was launched. But with the launch of this scheme the trade scheme

was taken back.

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Fresh Gold

The schemes provided by the fresh gold dealers varied at certain points in the market.

The trade scheme of 12+1 was available with the retailers at the time of

survey, before this scheme the company was giving 2+1 as the scheme to the

traders.

At some places like Kirana Mandi the juices were available at 3 for Rs 100.

Treat was available at 5+1.

Company is buying shelf space at various outlets at Rs 300 or Rs 500,

especially at the stores where the Real Juices sell briskly.

Display stands to the retailers to display the small packs of priyagold juices.

Posters, POPs etc seen regularly at various outlets.

Leh Berry

Trade Scheme

Trade scheme of 12+1 was available at various stores, but at some places the

scheme was also 2+1.

Posters, POPs etc seen regularly at various outlets.

Consumer Scheme

Leh Berry juices were available with the offer of 2+1 to the consumers.

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Chapter 6

Market Share Research

Questionnaire Analysis and Presentation Of Data

For the market share research, four markets were chosen viz. Raj Nagar, Kavi Nagar,

Lohia Nagar, Patel Nagar, Govindpuram. The choice of the markets were such so as to

cover the areas where the juice sales is high as well as areas where the juice sales are low.

In these markets, Raj Nagar market and Kavi Nagar market are the markets where the

juice sales are high owing to the development of the area and the demography of the

consumers. In case of Lohia Nagar, Patel Nagar and Govindpuram the juice sales are low

due to similar reasons.

The number of shops covered in each area were, Raj Nagar: 35, Kavi Nagar: 31, Lohia

Nagar: 10, Patel Nagar: 12, Govindpuram: 15). Total number of shops where the survey

was conducted came out effectively to 103.

Fig 6.1

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The company has divided the retail shops into three categories A,B and C. The breakup

of the shops surveyed, based on these categories can be classified as:

A B C

Raj Nagar 8 17 10

Kavi Nagar 7 15 9

Lohia Nagar 0 4 6

Patel Nagar 1 4 7

Govindpuram 3 7 5

Total 19 47 37

Table 6.1

Fig 6.2

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Fig 6.3

Fig 6.4

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Fig 6.5

Fig 6.6

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Fig 6.7

The presence of various Fruit Juice brands at various outlets surveyed was as follows:

Fig 6.8

Findings: Frooti brand was available at maximum number of shops, followed by Real

and Fresh Gold.

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Different Retailers when asked about the reasons for keeping and not keeping Real Juices

at their counter, the answers can be grouped in following major categories:

Fig 6.9

Findings: The customers’ demand came out to be the major reason for keeping the

real juice at any particular counter.

Fig 6.10

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Findings: The reason for some of the shops not keeping the juice brand Real at their

counter, came out be the replacement problem of the product, followed by the trade

schemes.

The survey also explored the problems faced by the retailers due to Real Juices :

Fig 6.11

Findings: The major problem faced by the retailers from the Real Juices is the

Replacement Problem of the firm, followed by the puffing of the packs.

The survey indicated the variant wise sales of Real Juices in the markets covered

as follows:

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Fig 6.12

Findings: The variant wise sales data represents that the Orange is the most popular

juice in the Real’s stable followed by Mixed Fruit and Mango.

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According to the survey the market share analysis was done in the markets covered.

Though the actual figures were not revealed by the retailers but the approximate value of

the sales was given, the data compiled on that basis indicated the following results:

Brand Name Market Share

Real 72.76 %

Fresh Gold 10.19 %

Leh Berry 4.87 %

Others 12.05 %

Table 6.1

Fig 6.13

Chapter 7

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Customer Preferences Survey

Questionnaire Analysis

A survey was conducted to get the insight about the preferences of the consumer

regarding the juices. The survey was conducted over 189 consumers. The following

graphs represent the results analysed thereof.

Out of the 189 people surveyed 124 people preferred to drink packed juices whereas 65

didn’t preferred packed juices.

Fig 7.1

To understand the behaviour of the consumer, the demographic variables need to be

explored, the following data gives an insight into the demographic variables of the

consumer.

The survey conducted was done on 67 males and 122 females, the data can be

represented by following graph:

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Fig 7.2

The age group of people surveyed was

Fig 7.3

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Annual salary of the people who prefer to drink packed juices are:

Fig 7.4

The buying behaviour of the consumers based on impulse buying behaviour and planned

buying behaviour for packed juices was recorded as:

Planned-46

Impulse-78

Fig 7.5

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On surveying the individuals about the occasions when the juices are consumed, the

following results were observed:

Fig 7.6

The reasons for drinking the juices were as follows:

Fig 7.7

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On investigating which brand of juice do consumers prefer to buy, the following results

were obtained:

Fig 7.8

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The brand preference study was augmented by the study to understand why a particular

group of people preferred a particular brand.

In case of Real Juices the following observations were made :

Fig 7.9

Fig 7.10

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Fig 7.11

During the research it was found that a number of consumers had drifted from Real to

other brands and vice-versa. The reasons for drift of consumers from Real to other

brands, when enquired, were found to be following :

Fig 7.12

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In the survey, 65 people said that they don’t prefer to drink packed juices, the

reasons for the same, when enquired, were revealed to be the following:

=

Fig 7.13

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Chapter 8

8.1 Observations

Real Juice are the market leader in the Ghaziabad market with the market share of

approximately 73% followed by Freshgold and Leh Berry respectively.

The market share of the Real Juice is under threat from other players owing to

their aggressive marketing and promotional schemes.

The main reasons for not keeping the Real Juices by some of the retailers were:

Replacement Policy of the company

Routing Problem

The main problems faced by the retailers which can be improved upon were

Replacement

Irregularity in delivery of products.

Orange, Mixed Fruit and Mango; in the given order are the largest selling variants

of Real Juices

Reasons for not continuing with Real Juices in case of drifting away of consumers

were mainly:

Consumer Schemes

Cost

The display of product was not proper at most (approximately 82%) of the shops.

The promotional banners, danglers, POPs, posters etc ( of Real Juices) were not

present in the market, other players had these things in significant number.

The storage of 200ml packs of Real Juices was not properly done in the Chillers

at most of the places.

At some places the offers of Fresh Gold were different from whole of the market,

like, they were available for 3 ltrs for Rs 100.

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8.2 Recommendations

Any study which is conducted without any scope for further improvement in the situation

is considered to be futile effort. This study showed a few loopholes which needs to be

filled for better performance of the product in the market.

The recommendations on the basis of the study can be enumerated as follows:

Replacement Policy of the company needs to be revised, like the 1% replacement

of the product can be distributed evenly among all the retail shops, where the

replacement needs to be done.

Routing problem can be solved by judiciously selecting the areas which are near

to each other ,so that the time and energy of the salesman is saved and he is able

to give more attention to the shops where he is going.

A promotion kit should be provided to the retail shops so that the visibility of the

product increases.

Proper stands should be provided to the retailers where they can display the

product.

HLL has made some of its stores as ‘Super Value Stores’, they get special

treatment from HLL, Dabur can make some of it’s A category stores as special

stores, giving them better services in terms of replacement and margins.

Festival packs can be introduced in the 200ml packs giving a variety of variants at

a cheaper price. This would help pick up the sales for the 200ml packs without

providing schemes like one pack free on another.

There is lack of motivation at ground level, some training programs and

motivational exercises needs to be done. For e.g target based incentives, T-shirts,

caps etc (or uniform) of the company which can create a sense of belongingness

to the company.

Promotional schemes such as stalls around schools, higher educational institutes,

gymnasiums etc, where the consumption of juices can be high should be done.

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The cricket stadiums( two in number) host regular matches, stalls can be put up

there.

Beats of the salesman should be planned in such a way that it falls just a day

before the beat of the nearest competitor, thus, through little persuasion, we can

capture the order intended for the other juice brand.

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8.3 Limitations

Paucity of time.

Inability or unwillingness on the part of some respondents to answer all the

questions asked.

The market share research was based on approximate values, thus exact market

share could not be determined.

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References

Websites

www.dabur.com

www.proquest.com

Books

Marketing Research, by Naresh Malhotra, fourth edition

Adverting Market

Internal Marketing

Service Marketing

Principal Marketing

Sales Marketing

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