Project of Frooti Ranjit
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PRODUCTS OF PARLE AGRO PRIVATE LIMITED, MUMBAI AT FRUITS PRODUCT PRIVATE LIMITED & SWASTIK AQUA PRIVATE LIMITED TATISILWAI, RANCHI – 835103 JHARKHAND SUBMITTED TO:- SUBMITTED BY:-
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it,s project report........on the topic "competitive analysis of Frooti and its competitors "
Transcript of Project of Frooti Ranjit
PRODUCTS OF PARLE AGRO PRIVATE LIMITED, MUMBAI AT
FRUITS PRODUCT PRIVATE LIMITED &
SWASTIK AQUA PRIVATE LIMITED TATISILWAI, RANCHI – 835103
JHARKHAND
SUBMITTED TO:- SUBMITTED BY:-
Mr. VIJAY ANAND DUBEY RANJIT KUMAR CHOUDHARY
(Professor) PGDM 2009-2011
Forwarding
I have great pleasure in forwarding this project report of “Ranjit kumar choudhary” entitled “competitive analysis of FROOTI and it’s competitor” which was carried out under my supervision and guidance for the partial fulfillment of his Post Graduation Diploma in management under “Business School of Delhi”, Greater Noida” .AICTE approved.”
he had carried out this work during the period of 05th may 2010 to 04th July 2010 at “Swastik Fruits Product Private Limited, Ranchi.” he has learnt about various steps of Marketing along with its supply chain management.
His conduct was good during stay with us.I wish all success in her future endeavors.
Mr. R. R. Bakshi
Marketing Manager
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ACKNOWLEDGEMENT
I Wish to express my indebted gratitude and special thanks to Mr.Binay Saragwi, Managing Director, Swastik Fruits Pvt. Ltd. & Swastik Aqua Pvt. Ltd., Tatisilwai, Ranchi, Jharkhand for allowing me to carry out my industrial project work at their esteemed organization and extending during the training.
I express my heartful thanks to Mr. R.R.Bakshi, Chief executive officer (CEO), for taking part in useful discission & giving necessary advices and guidence.
It is my glowing feeling to place on record my best regards, depest sense of gratitude to Mr. R.R.Bakshi (Marketing Manager) and Mr. Sashi Shekhar Da (Depot Incharge) for their judicious and precious guidance which were extremely valuable for my study both theoritically and practically.
Place: Signature:
Date: Name of the student:
RANJIT KUMAR CHOUDHARY
3
PGDM-2009-2011
Declaration
I hereby declare that project Titled Competitive analysis of FROOTI and its
competitor is an original piece of research work carried out by me under the
guidance and supervision of Mr. Sashi Shekhar Da Sir The information has
been collected from genuine & authentic sources. The work has been submitted
in partial fulfillment of the requirement of MBA to our college.
Place: Signature:
Date: Name of the student:
RANJIT KUMAR CHOUDHARY
4
PGDM-2009-2011
Preface
Progress is a continuous process. It is relative and absolute. We cannot stop at a certain destination and declare that target has been achieved and we need not to go further.
In this new are all the countries & their companies are trying their best to improve economic growth. This trend has created a very complex & competitive environment in the field of business, trend & win the race a new system of management is much needed. To fulfill this need a new field of modern science has developed very fast i.e. Master of Business Management. In this curriculum there are several phases, which have to be covered & compelled properly.
At the completion of the second semester of PGDM we got opportunity to provide them particular knowledge about eachand every aspect of market. It could be in related fields’ viz. Human Resource Management, Marketing or Finance as per their specialization in the course. It is important because it provides the students about the practical knowledge of the field, which is very essential beside the theoretical knowledge.
The experience that I have gathered during this period has certainly provided me with an orientation which, I believe, will help me to shoulder my assignment successfully in near future. During this period, I have collected all the information of “Competitive analysis of Frooti and its competitors” through primary data which were available at the Ranchi.
On the basis of my training program, I have tried my best to arrange my work in symmetric way. However to cover the detailed information in such a short period was not possible. Despite the inherent shortcomings of the study, a genuine attempt was made on my part see that the study was carried out in the right respective.
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Place: Signature:
Date: Name of the student:
RANJIT KUMAR CHOUDHARY
PGDM-2009-2011
CONTENTS
1 INTRODUCTION
Company profile 7-11 Industry profile 12-16 Organizational structure 17-20 Management style 21-22 Product mix & product line 23-33 Marketing activities & Promotional activities 34-35 Marketing strategies 35 Market Size, Growth, & Demand 36-38 Competitors of FROOTI 39-44
2 RESEARCH OBJECTIVES 45
3 RESEARCH METHODOLOGIES 46-56
Sample Design Field work plan Questionnaire copy 57-60
4 ANALYSIS
cross tabulation 61-62 analysis 63-77
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SWOT analysis 78-80
5 FINDING AND CONCLUSION 81-82
6 LIMITATIONS 83
7 BIBLOGRAPHY 84
Welcome to Swastik Group
A House Of Diversified Excellence
The SWASTIK GROUP established in the year 1961 is one of the leading trading houses in eastern India. With diversified activities it is also engaged in the providing engineering, management and financial consultancy services in the field of infrastructure development from the concept to commissioning. As a trading company engaged in catering the requirement of Mining, Construction Power Plants, Forging, Casting and Export Etc. SWASTIK GROUP has played a significant role in the development of Indian Industry and Infrastructure Projects. We at SWASTIK aim to provide most effective and prompt after sales services for the equipments sold by us through trained personnel and after sales services for the equipment sold by us through manufacturing plant-trained personnel and experts.
CHAIRMEN'S MESSAGE
We at SWASTIK GROUP are committed to give our customers the best possible products & services at most competitive prices as per agreed standards and within the stipulated time frame, to their entire satisfaction.
We shall strive relentlessly towards a Zero-defect culture through the commitment of each and every member of our Company.
And of course, we shall not stop there, but keep on going………….
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Hanuman SarawgiChairman
VISIONTo be known and identified as an ethical, trust worthy and dependable company relied upon by clients, offering real and lasting solutions at an affordable cost.OBJECTIVETo be partners in progress by assisting our clients in optimizing their
potential toachieve corporate goals by offering “THE SOLUTION”.
The confectionery market can grow immensely, depending on the kind of categories & products that are introduced. It is a highly price sensitive market. However, the change & the acceptance of one rupee products have facilitated some more innovation and excitement in the category.
Nadia ChauhanDirector, Parle Agro Pvt Ltd
As soon as Nadia Chauhan crossed over to the double digits, she found herself attending marketing meetings, supervised by her father, Parle Agro’s Prakash Chauhan. No surprise then, that she eschewed playing house and dress up like other children to develop a single minded focus on the day-to-day workings of Parle.
She’s a lucky girl, she’ll tell you. Chauhan, CMO, Parle Agro, didn’t attend a fancy business school. “I grew up in Bombay, went to school and college here, so I was very close to the business.”
That meant she could spend her time observing production plants in full swing (at that time the production unit was on corporate office grounds) and keep a hawkish eye on her father’s every business move. Well over a decade
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after her first tryst with the company’s marketing brass, today she is among Parle Agro’s top management.
The eldest Chauhan sister Schauna is at the helm of Parle Agro (the makers of brands like Frooti, Appy, LMN) and next in line is Alisha in charge of her very own outfit V3 (a fitness company based in Mumbai).
Nadia has her hands full defining Parle Agro’s marketing strategies, a function that’s not just about communication and commercials. Well defined roles for all three, “That’s how my father planned it. It feels natural and the progression seamless,” says Chauhan, “we have our distinct strengths,” and that’s how they all have their place in the company.
Her father’s style of guidance is very subtle. He never forces his point of view or way of working. “He’s always encouraging me to think and to cultivate my own thoughts and views,” she says.
She recalls being very excited the first time she stepped through Parle’s doors in an official capacity. “Very often new people step in and make drastic changes which might disturb the way things are done. One of the things my father told me was ‘There is no such thing as a stupid question.’ So take your time.”
So far, her old-fashioned training is working well for Chauhan. She has successfully launched new brands for Parle Agro’s portfolio of beverages that includes Saint (fruit juice) and has her eye on the food category with snack brands like Hippo. But she has even bigger plans for the future. Her aggressive vision for the business is to make Parle Agro the top FMCG Company in the country.
Parle Agro eyes Rs 35 bn turnover by 2010-11
Country`s leading player in the mineral water and beverages businesses, Parle Agro is targeting a Rs 35 billion turnover by 2010-11 (present turnover - Rs 9.5 billion), reports Economic Times .
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This will be done through organic route and an aggressive marketing strategy. For starters, it has decided to expand production capacity of its mineral water, which is sold under the Bailley brand.
The company plans to set up 60 mineral water factories more from the present 26 factories across the country in the first quarter of next fiscal, said Parle Agro director Nadia Chauhan.
COMPANY PROFILE
LOCATION
COMPANY NAME : SWASTIK FRUITS PRODUCT PVT.LTD
COMPANY PROFILE : SALES AND MANUFACTURER
ESTABLISHED IN : 1885
DIRECTOR : BINAY SARAWGI
MAIN OFFICE : SWASTIK HOUSE, UPPER BAZAR,
GANDHI CHOWK, RANCHI
(JHARKHAND)
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MARKETING DIV : SWASTIK CHAMBERS, 3rd FLOOR,
GOPAL COMPLEX, RANCHI
MANUFACTURING UNIT/PLANT : TATISILWAI, INDUSTRIAL AREA
PHASE 2, RANCHI (JHARKHAND)
EMPLOYEE : 5000
PRODUCT RANGE :
“FROOTI” – Mango Drink “APPY” – Apple Drink “APPY FIZZ” – Carbonated Apple Drink “BAILLEY” – Packaged Drinking Water
COMPITITERS :
MAZZA, SLICE, TROPICANA, JUMPIN, BISLERI, AQUAFINA, KINLEY
Primary Competitive Advantages
Products are manufactured under the most hygienic conditions The drinks are made available in a Tetra Pak and Pet Bottles Healthy and nutritious alternative which are also delicious Access to best quality fruits Strategically located manufacturing facilities State-of-the-art manufacturing plants An extensive distribution network
Memberships
Agricultural and Processed Food Products Exports Developments Authority (APEDA)
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Federation of Indian Chambers of Commerce and Industry (FICCI) Project Exports Promotion Council of India (PEPC) Federation of Indian Export Organizations (FIEO)
Standard Certification
ISO certification HACCP certification
INDUSTRY PROFILE
About Us
A House Of Diversified Excellence
The SWASTIK GROUP renders services in the form of Consultancy. Supply of Equipments and Spares, Erection and Commissioning and operation in the following fields:
1.MiningandConstruction
a. Open Cast Mining
Hydraulic Excavators, Rope Shovels, Blast hole Drills, Loading Equipment, Rear End dumpers, Draggles, Bulldozers, Motor Graders etc.
Coal and Mineral Preparation and Beneficiation Plants & Material Handling Equipment.
Pollution Control Equipment. Complete equipment for large Open-Pit Mining with annual
productions of 10 million tons by Shovel-Hauler process or semi-continuous process.
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b. Underground Mining
Drilling, Loading, Man and Material Transportation Equipments, Under Ground Support Vehicles.
Complete projects for mining (Minerals and Metals).
2. Power Plants
Mini / Micro Hydel Power Projects. Thermal Power Projects up to 1000 MW. Hydel Power Projects up to 360 MW. Transmission and Distribution Equipment.
3. Materials Handling and Reduction Equipments
Cranes - EOT / HOT up to 250 MT capacity. Mobile Cranes - Tire mounted and crawler. Port cranes ( Luffing Cranes, Container Handling Cranes ). Barges, Sea going vessels. Crushers and Grinders.
4. Ferrous and Non-Ferrous Metal, Ferro- Alloys, Minerals and other metals
Aluminum, Brass, Copper, Chromium Metal, Ferro-Silicon, Rolled products, Steel, Silicon metal etc.
5. Machine Tools
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Special Purpose Machine Tools. Foundry Equipments and Machines. Electrical Pneumatic and Cordless Engineering Tools. CNC Machines.
6. Forgings and Castings
Forging & Castings of Ferrous and Non Ferrous Metals, Mn Steel Casting, Liner Plates, Rolls for Rolling Mills etc.
7. Manufacturing
Frooti
Appy Fizz
Bailley
8. Export
Commodities
Tea, Spices, Jute, Processed Food (Veg. & Fruits), Rice, Fruit Pulp & Juice, Garments, Textiles, Cosmetics, Decorative Laminates, Marble, Minerals, Granite (Polished and Unpolished) etc.
Ferrous & Non-Ferrous Metals.
Forgings & Castings.
Engineering Products.
Material Reduction Equipments.
Spares for heavy earth moving machines.
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9. General Trading
Bearings, Cement, Ferrous & Non-Ferrous Metals, Gears and Speed Reducers, Lubricants, Petroleum products, rubber compounds and Chemicals. Steel, Tyres and Tube etc.
10. Electrical Equipments and Components
Transformers
Switchgears
Motors
Luminaries
LT and HT Cables
11. Consultancy Services
We provide Engineering and Management consultancy Services for Infrastructure Projects i.e. Roads, Bridges, Ports and Harbors, Water Treatment and Distribution, Sewage treatment, Material Handling Plants, Railways, Urban development etc.
12. News
The Pioneer 'Jharkhand Edition'.
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SWASTIK GROUPAn ISO 9001-2008
Swastik Aqua Ltd.
Swastik Coke Pvt. Ltd.
STI Marketing Pvt. Ltd.
Swastik Global Pvt. Ltd.
Swastik Softech Pvt. Ltd.
Swastik Overseas Pvt. Ltd.
Swastik Forgings Pvt. Ltd.
Swastik Fruits Products Ltd.
Swastik Trades & Industries
Powermech (India) Pvt. Ltd.
High-Point Rendel ( India) Ltd.
ORGANISATIONAL STRUCTURE
An organizational structure is a mainly hierarchical concept of subordination of entities that collaborate and contribute to serve one common aim.
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Organizations are a variant of clustered entities. An organization can be structured in many different ways and styles, depending on their objectives and ambience.] The structure of an organization will determine the modes in which it operates and performs.
Organizational structure types
Pre-bureaucratic structures
Pre-bureaucratic (entrepreneurial) structures lack standardization of tasks. This structure is most common in smaller organizations and is best used to solve simple tasks. The structure is totally centralized. The strategic leader makes all key decisions and most communication is done by one on one conversations. It is particularly useful for new (entrepreneurial) business as it enables the founder to control growth and development.
Bureaucratic structures
Bureaucratic structures have a certain degree of standardization. They are better suited for more complex or larger scale organizations. They usually adopt a tall structure. Then tension between bureaucratic structures and non-bureaucratic is echoed in Burns and Stalker distinction between mechanistic and organic structures. It is not the entire thing about bureaucratic structure. It is very much complex and useful for hierarchical structures organization, mostly in tall organizations.
Post-bureaucratic
The term of post bureaucratic is used in two senses in the organizational literature: one generic and one much more specific . In the generic sense the term post bureaucratic is often used to describe a range of ideas developed since the 1980s that specifically contrast themselves with Weber's ideal type bureaucracy. This may include total quality management, culture management and matrix management, amongst others. None of these however has left behind the core tenets of Bureaucracy. Hierarchies still exist, authority is still Weber's rational, legal type, and the organization is still rule bound. Heckscher, arguing along these lines, describes them as cleaned up bureaucracies, rather than a fundamental shift away from bureaucracy. Gideon Kunda, in his classic study of culture management at 'Tech' argued that 'the essence of bureaucratic control - the formalisation, codification and
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enforcement of rules and regulations - does not change in principle.....it shifts focus from organizational structure to the organization's culture'.
Functional structure
Employees within the functional divisions of an organization tend to perform a specialized set of tasks, for instance the engineering department would be staffed only with software engineers. This leads to operational efficiencies within that group. However it could also lead to a lack of communication between the functional groups within an organization, making the organization slow and inflexible.
As a whole, a functional organization is best suited as a producer of standardized goods and services at large volume and low cost. Coordination and specialization of tasks are centralized in a functional structure, which makes producing a limited amount of products or services efficient and predictable. Moreover, efficiencies can further be realized as functional organizations integrate their activities vertically so that products are sold and distributed quickly and at low cost. For instance, a small business could start making the components it requires for production of its products instead of procuring it from an external organization.
Divisional structure
Also called a "product structure", the divisional structure groups each organizational function into a divisions. Each division within a divisional structure contains all the necessary resources and functions within it. Divisions can be categorized from different points of view. There can be made a distinction on geographical basis (a US division and an EU division) or on product/service basis (different products for different customers: households or companies). Another example, an automobile company with a divisional structure might have one division for SUVs, another division for subcompact cars, and another division for sedans. Each division would have its own sales, engineering and marketing departments.
Matrix structure
The matrix structure groups employees by both function and product. This structure can combine the best of both separate structures. A matrix organization frequently uses teams of employees to accomplish work, in order to take advantage of the strengths, as well as make up for the weaknesses, of functional and decentralized forms. An example would be a company that
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produces two products, "product a" and "product b". Using the matrix structure, this company would organize functions within the company as follows: "product a" sales department, "product a" customer service department, "product a" accounting, "product b" sales department, "product b" customer service department, "product b" accounting department. Matrix structure is amongst the purest of organizational structures, a simple lattice emulating order and regularity demonstrated in nature.
Weak/Functional Matrix: A project manager with only limited authority is assigned to oversee the cross- functional aspects of the project. The functional managers maintain control over their resources and project areas.Balanced/Functional Matrix: A project manager is assigned to oversee the project. Power is shared equally between the project manager and the functional managers. It brings the best aspects of functional and projectized organizations. However, this is the most difficult system to maintain as the sharing power is delicate proposition.Strong/Project Matrix: A project manager is primarily responsible for the project. Functional managers provide technical expertise and assign resources as needed.
ORGANISATION STRUCTURE OF COMPANY
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DIRECTOR
Personal Plant Finance Marketing Logistic Dept. Manager Dept. Dept. Dept.
Personal Production Finance Marketing Logistic Manager Manager Manager Manager
Asst. personal Maintenance Account Territory Development Manager Engineer officer Manager
Staff Electrical Asst A.D.M officer Account
Laboratory staff Cashier Customer Supervisor Store supervisor Executive
MANAGEMENT STYLE
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“There will always be a need for some selling. But the aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself. Ideally, marketing should result in a customer who is ready to buy. All that should be needed is to make the product or service available.”
Peter Drucker
Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.
Autocratic
An Autocratic style means that the manager makes decisions unilaterally, and without much regard for subordinates. As a result, decisions will reflect the opinions and personality of the manager; this in turn can project an image of a confident, well managed business. On the other hand, subordinates may become overly dependent upon the leaders and more supervision may be needed.
There are two types of autocratic leaders:
The Directive Autocrat makes decisions unilaterally and closely supervises subordinates;The Permissive Autocrat makes decisions unilaterally, but gives subordinates latitude in carrying out their work
Paternalistic
A more Paternalistic form is also essentially dictatorial; however, decisions take into account the best interests of the employees as well as the business. A good example of this would be David Brent or Michael Scott running the business in the fictional television show The Office. The leader explains most decisions to the employees and ensures that their social and leisure needs are always met. This can help balance out the lack of worker motivation caused by an autocratic management style. Communication is again generally downward, but feedback to the management is encouraged to maintain morale.
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Democratic
In a Democratic style, the manager allows the employees to take part in decision-making: therefore everything is agreed by the majority. The communication is extensive in both directions (from subordinates to leaders and vice-versa). This style can be particularly useful when complex decisions need to be made that require a range of specialist skills: for example, when a new ICT system needs to be put in place, and the upper management of the business is computer-illiterate.
Laissez-faire
In a Laissez-faire leadership style, the leader's role is peripheral and staff manage their own areas of the business; the leader therefore evades the duties of management and uncoordinated delegation occurs. The communication in this style is horizontal, meaning that it is equal in both directions, however very little communication occurs in comparison with other styles. The style brings out the best in highly professional and creative groups of employees, however in many cases it is not deliberate and is simply a result of poor management. This leads to a lack of staff focus and sense of direction, which in turn leads to much dissatisfaction, and a poor company image.
Centralisation, or centralization, is the process by which the activities of an organization, particularly those regarding planning decision-making, become concentrated within a particular location and/or group.
In political science, this refers to the concentration of a government's power - both geographically and politically, into a centralized government.
In neuroscience, centralization refers to the evolutionary trend of the nervous system to be partitioned into a central nervous system and peripheral nervous system.
In business studies centralisation and decentralization is about where decisions are taken in the chain of command.
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TURN OVER OF KOKAR DEPO
Year Turn over
08-09 1.62
09-10 1.96
PRODUCT AND MARKET
Product (business), an item that ideally satisfies a market's want or need.
The noun product is defined as a "thing produced by labor or effort" or the "result of an act or a process", and stems from the verb produce, from the Latin prōdūce(re) '(to) lead or bring forth'. Since 1575, the word "product" has referred to anything produced. Since 1695, the word has referred to "thing or things produced". The economic or commercial meaning of product was first used by political economist Adam Smith.
In marketing, a product is anything that can be offered to a market that might satisfy a want or need. In retailing, products are called merchandise. In manufacturing, products are purchased as raw materials and sold as finished goods. Commodities are usually raw materials such as metals and agricultural products, but a commodity can also be anything widely available in the open market. In project management, products are the formal definition of the project deliverables that make up or contribute to delivering the objectives of the project.
In general, product may refer to a single item or unit, a group of equivalent products, a grouping of goods or services, or an industrial classification for the goods or services.
Quality-Assurance
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All the products of Parle Agro Pvt. Ltd. are manufactured under the most hygienic conditions. Great care is exercised in the selection & quality control of raw materials, packaging materials. Rigid quality standards are ensured at every stage of the manufacturing process. Every batch of drink, packaged drinking water and confectioneries are thoroughly checked by quality experts using the most modern equipment.
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PRODUCT MIX OF SWASTIK FRUIT PRODUCT PVT. LTD.
The products manufactured by Swastik fruits product Pvt .Ltd are very limited in range as it is not independent to diversify its product when required. This is because it is a unit of Parle agro Pvt. Ltd. which supply the concentration for different brands of soft drinks.
Frooti
Bailley Packaged Water
Appy Fizz Apple juice
The chief consumers are young masses. beside direct consumers, hoteliers, restaurant owners and various soft drinks peddlers also used them. Thus it can be said that these are the product of mass consumption.
In Mumbai marketing company the head of sales & marketing department is in change of all the marketing activities i.e sales promotion, publicity, advertisement, market survey and shipping. Through his main function is to have a control of the out let distribution, sales manager is assisted by sales executives and sales supervisor.
Frooti
Appy Fizz
Bailley
Products are:-
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Frooti
Brand: FrootiPast Agency: TBWA, Everest, Percept and Grey have handled Frooti’s advertising earlier. Current agency: Since 2007, the creative duties of Frooti are being handled by Creativeland Asia.
History of Frooti:
Frooti, or Mango Frooti, as it is popularly called, is the largest-selling ready-to-consume mango drink in India. Launched in 1985, it is the flagship product of Parle Agro Pvt. Ltd. When it was launched, it took the country by storm as it was the only beverage sold in an innovative Tetra Pak packaging which was a new concept for Indian consumers.
Ever since its launch, Frooti has acquired a large market share and continues to be the most popular mango drink even today. The tagline “Mango Frooti - Fresh and Juicy” has huge brand recall value for consumers and has helped the brand strengthen and consolidate its position as the market leader.
Frooti has been a trendsetter all through its 25 years of existence. From being the first fruit drink in a Tetra Pak, to being the first in a PET bottle, Frooti has innovated all along the way. Frooti as a brand has always tried to evolve with its ever evolving consumers to be relevant to them at all times. This is what really makes Frooti one of the most trusted brands and the most preferred mango drink of India.
Current Positioning:
Madhur Pandey, Marketing Manager, Parle Agro said, “Frooti is India's legendary and iconic mango drink. When Frooti was launched in 1985, it came in as a really contemporary and youthful mango drink. Frooti was the first brand to introduce fruit drinks in tetra packs to Indian consumers. It was cool to have a Frooti. Even the imagery in Frooti commercials was way ahead of anything else the Indian society was exposed to.
In the nineties, our commercials revolved around the brand’s association with the king of fruits - Mango. Frooti commercials oozed fun and exuberance, while keeping the ‘Fresh & Juicy’ soul of Frooti intact.
As Frooti entered its second decade of existence, we realized we had to change the perception that Frooti was meant just for kids. There was a need
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for new positioning. Our ads then were more about making Frooti more relevant to the youth. The Yo Frooti campaign, Digen Verma and the Bindass campaign were steps in that direction. At this time, we also started conveying more of tactical communication in our ads, such as the launch of our innovative triangular packs at Rs 2.50 (‘5 ka 2’ ad), launch of Frooti in a PET bottle, launch of Frooti in a new orange packaging.
Lately, the mango drink segment in India has expanded with the entry of many players. Being the market leader in mango drinks, it is important that Frooti stands out while also retaining the brand association with mangoes. Keeping this in mind, we have evolved Frooti’s brand communication to a new level.
Our ads are no longer meant to just create buzz, they are created keeping in mind a long term brand vision. Even the treatment of subject in the ads has also changed. Instead of a story narrated through songs and dance, our new ads are more about situations and showcasing how consumers connect with Frooti.
Frooti’s most recent ad campaign with the ‘Why grow up’ theme, lays the foundation for a long-term strategy and vision for the brand. It not only highlights the brand make-over, it also stays true to Frooti’s core mango values.
What made Frooti ads so endearing?
Pandey added, “We have never used a celebrity / brand ambassador for Frooti, yet our ads have always had tremendous mass appeal. What makes the Frooti ads so endearing is the fact that our ads have always been about mango lovers. Each ad speaks for Frooti’s brand heritage and stands for its long lasting relationship with Indian consumers. You would not find a single Frooti consumer who would not remember ‘Mango Frooti, Fresh n Juicy’. The line, popularized by the jingle in our ads is so memorable that you hum one part and someone else will complete the other.Mango lovers have always identified Frooti with mangoes. We have never had to enforce it. Over the years, Frooti has gone on to become India’s favorite mango drink.”
“We approximately spend Rs 10 crore on advertising,” Pandey said.
Changes in tag line over the years
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‘Mango Frooti, Fresh n Juicy’ has remained the base tagline since the brand launch. In between, the brand has used new taglines such as:
‘Frooti - Just like that’ ‘Fresh and juicy! What a beauty! Mango Frooti!’ ‘Juice up your Life’
Accepting that Frooti would perhaps always be identified as ‘Fresh and juicy’, Frooti packs currently incorporate the decades-old tagline, with a minor change, saying, “Fresh ‘N’ Juicy Mango”. Even the ad plays the jingle towards the end. But Frooti’s brand communication is based around the theme of ‘Why grow up’.
a. Appy Fizz
Appy Fizz is the product beverage of Parle agro pvt. Ltd, Mumbai, manufactured at its franchise Swastik Fruits Product Private Limited,
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Tatisilwai. It is yellowish brown carbonated beverage with a flavor of ripe juicy apple.
c. Bailley packaged water
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Bailley Packaged Water is the product beverage of Parle agro Pvt.Ltd, Mumbai manufactured at its franchise Swastik Fruits Product Private Limited, Tatisilwai. It is UV treated and ozonised.
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Various Products line
A product line is "a group of products that are closely related, either because they function in a similar manner, are sold to the same customer groups, are marketed through the same types of outlets, or fall within given price ranges."Many businesses offer a range of product lines which may be unique to a single organization or may be common across the business's industry.So the product line of the swastik fruits product pvt. Ltd. Is
PRODUCT LINE OF FROOTI AND ITS DETAIL -
FROOTI BOTTLE/CASE COST PER PC.
MRP/CS MRP/PC
TCA 80 PCS 212.00 2.65 240.00 3.00
TCA JAR 24 PCS 60.00 2.50 60.00 3.00
200ML 24 PCS 216.00 9.00 240.00 10.00
500ML 24 PCS 540.00 22.50 600.00 25.00
1000ML 12 PCS 486.00 40.50 540.00 45.00
1500ML 08 PCS 432.00 54.00 480.00 60.00
Fig.- Product line of Frooti
Product line of Frooti
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Frooti 65 ml TCA
01
Frooti Tetra Pack 200 ml
02
Frooti Pet 200 ml
03
Frooti 500 ml
04
Frooti Pet 1000 ml
05
Frooti 1500 ml
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PRODUCT LINE OF APPY FIZZ AND ITS DETAIL –
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APPYFIZZ BOTTLE/CASE
COST PER PC.
MRP/CS
MRP/PC
300ML 24 PCS 432.00
18.00
480.00 20.00
500ML 15 PCS 378.00
24.33
420.00 28.00
1000ML
12 PCS 518.00
43.16
576.00 48.00
Appy Fizz 300ml Appy Fizz 500ml Appy Fizz 1000 ml
Fig.- Product line of Appy fizz
MARKETING ACTIVITIES
Market Opportunities
33
Today there is a growing health and wellness consciousness among consumers and an increasing importance given to fitness and healthy lifestyle choices. Changing work and lifestyle habits leave less time for home cooking and therefore spur demand for convenience and ‘complete nutrition’ from meal replacements. There is a greater inclination to ‘self-care’ rather than ‘medicate’, a greater awareness of the ‘functional’ benefits of health beverages and a greater willingness to pay a premium for such beverages. The Rs 500 crore non-carbonated beverage market in the country is composed of fruit drinks, nectar and juices. While the fruit drink segment is estimated at Rs 250-300 crore (branded and packaged), the juice market is valued at Rs 150 crore and the nectar is a small category of about Rs 35-50 crore. And the popular brands vying for a share in the sector are Parle's Frooti, Godrej's Jumpin, Coca Cola's Maaza, Pepsi's Tropicana, and Dabur's Real, Nastle'sMilo, Soy milk from ProSoya and branded fruit juices from Surya Foods among others.
INTRODUCTION
The soft drink being a FMCG has a wider and scttered market. thus to enable concentrated effort of marketing activities in different scattered market, for effectively setting the entire market is broken into the following segments.
ROUTE MARKET:outlets in this market cater to those people who are engaged in shopping,eating,outgoing to and from work, in amusement centres etc.
HOME MARKET:outlets in this market cater to people buying predominantly for home consumption, either by case or loose bootles.
AT WORK MARKET:outlets in this market people working in office ,factories etc.an attempt is also made to make soft drinks redily and conviently available all day long while people are atively working .
2. PROMONTIONAL ACTIVITIES
Sales promotion ia key ingredient in marketing campaigns, consists of a diverse collection of incentive tools. Mostly short-term design to stimulate
34
quicker and greater purchase of particular products or services by consumers.
To generate more sales as well as create and maintain its products swastik fruit products Pvt Ltd carried out several promotional activities and vital role in marketing.
Swastik Fruits Product Pvt. Ltd. carried out its promotional as a control and integrated programmed of communication and material design to present its product to the prospective customers. It also helps in communicating the needs satisfying qualities of soft drinks to facilitate the sales and eventually to contribute towards the profit in long range. Several tools used by Swastik Fruit Products Pvt. Ltd for fulfilling the various purpose of its market development had been performed by us.
MARKETING STRATEGY
Strategic market is the process of communicating and sharing data between different department of an organization to collectively formulate future strategies and implement them with maximum efficiency. Strategic regarding which markets to serve and with what products; which brands to extend and at what intervals are developed. The strategic planning process helps organization view their future goals clearly. Strategic marketing planning involves planning the brand strategy, the product strategy, the sales promotion strategy, and the advertising strategy. Before developing any strategy, a firm to first to first develops a corporate mission statement which explains the business of the organization, and its customers. Established brands would need quite some time to penetrate the vast and scattered market. This activity can be started in towns and small cities on a small scale so that products become price competitive. During winter, the demand would go down but otherwise, rest of the 8-9 months would witness steady demand.
MARKET SIZE, GROWTH AND DEMAND
35
The total fruit beverage market is placed at Rs. 22 billion with the fruit based beverage market constituting 25% of the overall market. Thus the fruit based market has currently a potential of Rs. 5.5-6 billion. Until 3 year ago, the market which largely consisted of fruit drinks was growing at 30% due to its low base. But with the launch of new products in the niche segments like nectars and juices, the fruit drink market growth reduced to 10% as compared to 30% growth rate of juices and nectars.
The pure fruit juices segment is estimated at 100 corers and is growing at 40% growth rate while the synthetic segment is at 10% only. The per capita consumption of juice in India is estimated at 200 ml, which is expected to rise given china has attained a consumption level of 1500ml.
As per the study by Mckinsey and CO and CII, the market size of all fruit beverages is projected to grow very fast to Rs 20 billion level by the year 2000 from Rs 3.5 billion level currently. This figure is not inclusive of exports. The worth of tetra –pack market is currently estimated to be around Rs 400 crore , which is 10 % of the total soft drink market. At present, the tetra-pack market is growing at a rate of 10% - 12%, and in the near future companies like PepsiCo Inc. (Tropicana) are expecting a growth rate of 40%. But Godrej foods are skeptical of the growth rates and estimate it to be at 15% due to onslaught of carbonated soft drinks.
Demand and Supply
Many established brands as stated above have created awareness amongst the consumers and many of them have started switching over to fruit juice based beverages from the aerated beverages. Large companies and brands are popular in urban areas.
In- home packs do not witness any seasonality in the market and their distribution patterns remain normal throughout the year. Out of home packs like 250 ml face a lot of peaks trough and there is a lot of seasonality, which has to be looked after to manage demand and shoot profits.
36
Table : Demands Past & Future
Year ‘000MT
1995-96 262.0
1996-97 298.2
1997-98 340.0
1998-99 390.9
1999-00 447.6
2000-01 510.3
2001-02 579.2
2002-03 657.5
2008-09 1143.7
2009-2010(estimated) 1343.5
From the above table, the growth in market can be seen as increasing constantly from 7 to 16% in 1999-2000. In the next six to seven years, the market is poised to grow at 20% approximately.
The fruit beverage market in the Indian continent is segmented zone-wise as follows:
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Table 2: Zone wise Shares
Segment Share(%)
North India 25
East India 20
West Indies 31
South India 24
Thus the fruit beverage market has more acceptances in Northern and Western India, which is due to the climatic condition prevailing there relative to the rest of the country.
Table 3: Market Growth Rate
1990-91 – 1996-97 13.8%
1996-97 – 2001-02 14.2%
2002-2009-10 14.%5
COMPETITORS OF FROOTI
38
Type Fruit juice
Manufacturer The Coca-Cola Company
Country of origin India
Introduced 1976
Variants Maaza Orange, Maaza Pineapple
Related products Slice, Frooti
Maaza is a Coca-Cola fruit drink brand marketed in India and Bangladesh, the most popular drink being the mango variety,so much that over the years, the Maaza brand has become synonymous with Mango. Initially Coca-Cola had also launched Maaza in orange and pineapple variants, but these variants were subsequently dropped. Coca-Cola has recently re-launched these variants again in the Indian market.
Mango drinks currently account for 90% of the fruit juice market in India. Maaza currently dominates the fruit drink category and competes with Pepsi's Slice brand of mango drink and Frooti, manufactured by Parle Agro.
While Frooti was sold in small cartons, Maaza and Slice were initially sold in returnable bottles. However, all brands are also now available in small cartons and large PET bottles. Of late, the Indian market is witnessing the entry of a large number of small manufacturers producing only mango fruit drink.
Maaza has a distinct pulpy taste as compared to Frooti and tastes slightly sweeter than Slice. Maaza claims to contain mango pulp of the Alphonso variety, which is known as the "King of Mangoes" in India.
History
39
Maaza was launched in 1976 in India. The Union Beverages Factory, based in the United Arab Emirates, began selling Maaza as a franchisee in the Middle East and Africa in 1976. By 1995, it had acquired rights to the Maaza brand in these countries through Maaza International Co LLC Dubai. In India , Maaza was acquired by Coca-Cola India in 1993 from Parle-Bisleri along with other brands such as Limca, Citra, Thums Up and Gold Spot. As for North America, Maaza was acquired by House of Spices in 2005.
Slice - Pure Mango Pleasure
Brand History
40
Slice was launched in India in 1993 as a refreshing mango drink and quickly went on to become a leading player in the category.
In 2008, Slice was relaunched with a 'winning' product formulation which made the consumers fall in love with its taste. With refreshed pack graphics and clutter breaking advertising, Slice has driven strong appeal within the category.
Brand Advantage
With the launch of “Aamsutra” campaign in 2008 along with a winning taste & most appealing pack graphics, Slice created disruptive excitement in the category and celebrated mango indulgence like no other.
While other players have portrayed mango as a simple and innocent fruit, Slice celebrates the indulgence and sensuality of consuming a Mango. The creative idea “Aamsutra” communicates the art of experiencing pure mango pleasure through the taste of Slice.
As a first ever by any brand in the Juice and Juice Drinks Category, Bollywood’s reigning Diva, Katrina Kaif was signed on as the Brand Ambassador on Slice.
Slice took INDULGENCE to a new level in 2009 with the launch of the ‘Slice Pure Pleasure Holidays’, giving its consumers a chance to win luxuriant all-expense-paid holidays to their dream European destinations like Paris, Vienna, Greece and Venice.
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Tropicana
Brand History
Tropicana was founded in Bradenton, Florida, USA, in 1947. And is now enjoyed almost everywhere in the world. Carefully nurtured for over 50 years, it has matured into one of the most respected beverage brands. Today it is the World's no. 1 juice brand and is available in 63 countries. Since 1998, it has been owned by PepsiCo, Inc. Tropicana Premium Gold was re-launched as Tropicana 100% in year 2008.
Brand Advantage
It continues to select the best in fruit to craft high-quality juices, create original products, pioneer innovative processes and explore new markets for its products. It is devoted towards a healthful lifestyle by ensuring that the products are naturally nutritious and provide the daily benefits that one needs.
Categories in India, Tropicana comes in 2 varieties: 100% Juices (sold as Tropicana 100%) and Juice beverages & nectars (sold as Tropicana).
42
DABUR REAL FRUIT JUICE
Real has been the preferred choice of consumers when it comes to packaged fruit juices, which is what makes India's No. 1 Fruit Juice brand. A validation of this success is that Réal has been awarded ‘India’s Most Trusted Brand’ status for four years in a row.
Today, Réal has a range of 14 exciting variants - from the exotic Indian Mango, Mausambi, Guava & Litchi to international favourites like Pomegranate, Tomato, Cranberry, Peach, Blackcurrant & Grape and the basic Orange, Pineapple, Apple & Mixed Fruit. This large range helps cater different needs and occasions and has helped Réal maintain its dominant market share.
A research conducted by Blackstone Market Facts even pointed out that Réal was preferred by over 50% of the respondents. What’s more, Réal was liked for being the better tasting juice - a category where likeability is primarily driven by taste.
Made from best quality fruits, Réal does not have artificial flavours and preservatives, and offer your kids not just great taste, but also FRUIT POWER - the power of fruits… the power to stay ahead. Loaded with the power of Vitamin C, Réal fruit juices have all the necessary nutrients that keep you active all day long.
Réal is endorsed by PFNDAI
The nutritional contents of Réal Fruit Juices & Nectars are endorsed by PFNDAI -- Protein Foods & Nutrition development Association of India.
Protein Foods Association has been in existence for about forty years. It has gained credibility in health and food professionals such as physicians, nutritionists, dieticians, food scientists and technologists, etc. as an unbiased body, almost of the stature of an NGO. Even government officials have high regards for the association. So when the association lends its logo to any product, the product is accepted by them to deliver the nutritional contents as claimed by the manufacturer.
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GODREJ JUMPIN MANGO JUICE
The foods division of Godrej Industries produces and markets edible oils,
vanaspati, fruit drinks, fruit nectar and bakery fats.
The division has two state-of-the-art manufacturing facilities: at Wadala in
Mumbai, the capital of the western Indian state of Maharashtra; and at
Mandideep near Bhopal in the northern Indian state of Madhya Pradesh. It has a
national distribution network consisting of 800 distributors and 24 consignment
agents. The plants are equipped with the best of modern equipment for the
processing and packaging of a wide variety of food products. These include:
The 'Jumpin' range of fruit drinks, which come in flavors such as mango, apple,
pineapple and orange. The 'Xs' range of fruit nectar (mango, litchi, sweet orange
and pineapple flavors). Tomato Puree (under the Godrej brand). Fruit pulps and
juices in bulk aseptic packaging.
Godrej Industries, in keeping with the philosophy of the Godrej Group, believes
that quality is the product of a combination of man and machine. The foods
division has people of outstanding caliber to go with the modern technologies it
uses. The result: the ability to deliver outstanding products.
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Objective
To evaluate the major competitors of frooti in the market.
To determine is there is any relation between consumer’s age
group Who likes frooti and price level of frooti.
To analyze let the hypothesis for the given data is as follows:-
Ho = there is no relation between price level and age groups
H1 =yes, there is relation between price level and age groups
To know the satisfaction level of customers about prices of
frooti.
To know the how to improvement of advertising and campaign
of frooti in the market.
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RESEARCH METHEDOLOGY
46
Research Methodology
TYPE OF RESEARCH: Descriptive Research
TYPE OF DATA COLLECTED: Primary Data
PRIMARY DATA COLLECTION METHOD: Field Survey
UNIVERSE OF THE STUDY: The group of the area in which the study has to be done. Here the universe that I have takes for my field survey in the Ranchi city.
SAMPLE: It is group of people selected from the universe for the study.
SAMPLE SIZE: 200 customers in Ranchi city.
SAMPLE UNIT: Customers
SAMPLING METHOD: Convenience Sampling Method
STATISTICAL TOOLS USED FOR ANALYSIS: Cross tabulation, Chi Square Test, Table, Charts, Graphs and pie- charts.
47
RESEARCH
The word research derives from the French recherche, from rechercher, to
search closely where "chercher" means "to search".
Research can be defined as the search for knowledge or any systematic
investigation to establish facts. The primary purpose for applied research
is discovering, interpreting, and the development of methods and systems for
the advancement of human knowledge on a wide variety of scientific
matters of our world and the universe.
Qualitative research: Qualitative research is a method of inquiry
appropriated in many different academic disciplines, traditionally in
the social sciences, but also in market research and further contexts.
Qualitative researchers aim to gather an in-depth understanding of human
behavior and the reasons that govern such behavior. The qualitative method
investigates the why and how of decision making, not
just what, where, when. Hence, smaller but focused samples are more often
needed, rather than large samples. Qualitative methods produce information
only on the particular cases studied, and any more general conclusions are
only hypotheses (informative guesses). Quantitative methods can be used to
verify, which of such hypotheses are true.
Quantitative research is generally made using scientific methods, which can include:
The generation of models, theories and hypotheses
48
The development of instruments and methods for measurement
Experimental control and manipulation of variables
Collection of empirical data
Modeling and analysis of data
Evaluation of results.
Research can also fall into two distinct types:
Primary research : Primary research (also called field research) involves the
collection of data that does not already exist. This can be through numerous
forms, including questionnaires and telephone interviews amongst others.
This information may be collected in things like questionnaires and
interviews. The term is widely used in market research and competitive
intelligence.
May be very expensive because many people need to be confronted.
By the time the research is complete it may be out of date.
People may have to be employed or avoid their primary duties for the
duration of the research.
People may not reply if emails or letters are used.
Secondary research: Secondary research (also known as desk research)
involves the summary, collation and/or synthesis of existing research rather
than primary research, where data is collected from, for example, research
subjects or experiments. The term is widely used in market research and
in medical research. The principal methodology in medical secondary research
is the systematic review, commonly using meta-analytic statistical techniques,
49
although other methods of synthesis, like realist reviews and meta-
narrative reviews, have been developed in recent years. Secondary research can
come from either internal or external sources. In social sciences and later in
other disciplines, the following two research methods can be applied, depending
on the properties of the subject matter and on the objective of the research.
Types of Research method
Descriptive Research: Descriptive research, also known as statistical research,
describes data and characteristics about the population or phenomenon being
studied. Descriptive research answers the
questions who, what, where, when and how. Although the data description is
factual, accurate and systematic, the research cannot describe what caused a
situation. Thus, descriptive research cannot be used to create a causal
relationship, where one variable affects another. In other words, descriptive
research can be said to have a low requirement for internal validity.
The description is used for frequencies, averages and other statistical
calculations. Often the best approach, prior to writing descriptive research, is to
conduct a survey investigation. Qualitative research often has the aim
of description and researchers may follow-up with examinations of why the
observations exist and what the implications of the findings are.
TYPE OF DATA COLLECTED:
Primary data are collected by the investigator through field survey. Such
data are in raw form and must be refined before use. Collection of data is the
first basic step towards the statistical analysis of any problem. The collected
50
data are suitably transformed and analyzed to draw conclusions about the
population.
PRIMARY DATA COLLECTION METHOD:
In primary data collection, collect the data yourself using methods such as
interviews and questionnaires. The key point here is that the data you collect
is unique to our research and, until we publish, no one else has access to it.
There are many methods of collecting primary data and the main methods include:
questionnaires
interviews
focus group interviews
observation
case-studies
diaries
critical incidents
Portfolios.
The primary data, which is generated by the above methods, may be
qualitative in nature (usually in the form of words) or quantitative (usually in
51
the form of numbers or where you can make counts of words used). We
briefly outline these methods but you should also read around the various
methods. A list of suggested research methodology texts is given in your
Module Study Guide but many texts on social or educational research may
also be useful and you can find them in your library.
Questionnaires
Questionnaires are a popular means of collecting data, but are difficult to
design and often require many rewrites before an acceptable questionnaire is
produced.
Advantages:
Can be used as a method in its own right or as a basis for interviewing or
a telephone survey.
Can be posted, e-mailed or faxed.
Can cover a large number of people or organisations.
Wide geographic coverage.
Relatively cheap.
No prior arrangements are needed.
Avoids embarrassment on the part of the respondent.
Respondent can consider responses.
Possible anonymity of respondent.
52
No interviewer bias.
Disadvantages:
Design problems.
Questions have to be relatively simple.
Historically low response rate (although inducements may help).
Time delay whilst waiting for responses to be returned.
Require a return deadline.
Several reminders may be required.
Assumes no literacy problems.
No control over who completes it.
Not possible to give assistance if required.
Problems with incomplete questionnaires.
Replies not spontaneous and independent of each other.
53
UNIVERSE OF THE STUDY:
The group of the area in which the study has to be done. Here the universe
that I have takes for my field survey in the Ranchi city.
SAMPLING METHOD
Convenience Sampling Method: Convenience sampling (sometimes known
as grab or opportunity sampling) is a type of no probability sampling which
involves the sample being drawn from that part of the population which is
close to hand. That is, a sample population selected because it is readily
available and convenient. The researcher using such a sample cannot
scientifically make generalizations about the total population from this
sample because it would not be representative enough. For example, if the
interviewer was to conduct such a survey at a shopping center early in the
morning on a given day, the people that he/she could interview would be
limited to those given there at that given time, which would not represent the
views of other members of society in such an area, if the survey was to be
conducted at different times of day and several times per week. This type of
sampling is most useful for pilot testing. Several important considerations
for researchers using convenience samples include:
54
Are there controls within the research design or experiment which can
serve to lessen the impact of a non-random, convenience sample whereby
ensuring the results will be more representative of the population?
Is there good reason to believe that a particular convenience sample
would or should respond or behave differently than a random sample
from the same population?
Is the question being asked by the research one that can adequately be
answered using a convenience sample?
STATISTICAL TOOLS USED FOR ANALYSIS
Chi Square Test: - It is a non parametric test by which we can test the difference between the expected (Hypothetical) distribution & the observed distribution across possible response categories which is present in my questionnaire.
Cross Tabulation: - It is a joint frequency distribution of observation on two or more sets of variable of my research topic.
Charts: The term "chart" as a visual representation of data has multiple
meanings.
A data chart is a type of diagram or graph that organizes and represents a
set of numerical or qualitative data.
Maps that are adorned with extra information for some specific purpose
are often known as charts, such as a nautical chart or aeronautical chart.
Other domain specific constructs are sometimes called charts, such as
the chord chart in music notation or a record chart for album popularity.
55
Graphs: Graphs are represented graphically by drawing a dot for every
vertex, and drawing an arc between two vertices if they are connected by an
edge. If the graph is directed, the direction is indicated by drawing an arrow.
A graph drawing should not be confused with the graph itself (the abstract,
non-visual structure) as there are several ways to structure the graph
drawing. All that matters is which vertices are connected to which others by
how many edges and not the exact layout. In practice it is often difficult to
decide if two drawings represent the same graph. Depending on the problem
domain some layouts may be better suited and easier to understand than
others. There are different ways to store graphs in a computer system.
The data structure used depends on both the graph structure and
the algorithm used for manipulating the graph. Theoretically one can
distinguish between list and matrix structures but in concrete applications the
best structure is often a combination of both. List structures are often
preferred for sparse as they have smaller memory requirements. Matrix
structures on the other hand provide faster access for some applications but
can consume huge amounts of memory.
Pie- charts: A pie chart (or a circle graph) is circular chart divided
into sectors, illustrating percents. In a pie chart, the arc length of each sector
(and consequently its central angle and area), is proportional to the quantity
it represents. Together, the sectors create a full disk. It is named for its
resemblance to a pie which has been sliced. The earliest known pie chart is
generally credited to William Playfair's Statistical Breviary of 1801.
56
The pie chart is perhaps the most ubiquitous statistical chart in the business
world and the mass media.
QUESTIONNAIRE
Questionnaire of Survey Project on “ Competitive analysis of Frooti and its Competitor in Ranchi City ”
Dear sir/Madam,
I RANJIT KUMAR CHOUDHARY student of PGDM (2nd
semester), Business school of Delhi, Greater noida is conducting a summer internship in Swastik Fruits pvt. Ltd. Ranchi as a part of our course curriculum which requires few precious and valuable minutes of yours. It is therefore my humble request to you to opine yourself through the questionnaire enclosed and provide the necessary details as required. It is assured that the information provided by you will be kept confidential and will be used for academic purpose only. Kindly give your responses to the best of your knowledge, experience and belief.
PERSONAL PROFILE
NAME: AGE:
GENDER: [ ] Male [ ] Female OCCUPATION:
ADRESS: CONTECT NO.:
57
QUESTIONAIRE
Q. no. 1 Type of outlet.
(a) General Store (b) Pan Shop
(c) Sweet Shop (d) Canteen.
Q. no. 2 Which brand of soft drink you deal in.
(a) Frooti (b) Maaza
(c) Slice (d) Jump in
(e) Dabur Real (f) Others.
Q. no. 3 Which company signage you have in your outlet?
(a) Frooti (b) Maaza
(c) Slice (d) Jump in
(e) Dabur Real (f) Others.
Q. no. 4 Which company have better distribution network.
(a) Frooti (b) Maaza
(c) Slice (d) Jump in
(e) Dabur Real (f) Others.
Q. no. 5 Which is most preferred size of the bottle by customer?
(a) 200ml (b) 300ml
(c) 500ml (d) 1000ml
(d) 1500ml
Q. no. 6 Do the customer know the difference between branded and non branded soft drink?
58
(a) Yes (b) No
Q. no. 7 Major age group of customers who buy soft drinks?
(a) 5-15 (b) 15-25
(c) 25-35 (d) 25-35
(e) 35-45 (f) 45 above
Q. no. 8 What do you feel about the price of soft drinks
(a) Very high (b) High
(c) medium (d) low
(e) Reasonable
Q. no. 9 Do you feel a price reduction will increase the sales of branded soft drinks?
(a) Yes (b) No
Q. no. 10 Which medium affect the sales most?
(a) Television (b) Magazine/Newspapers
(c) Display (d) Hoardings
(e) campaign
Q. no. 11 Do you think that aggressive advertisement further increase the sales volume of frooti?
(a) Yes (b) No
(c) No reply
Q. no. 12 What kind of promotional activities affect sales mostly?
(a) Free bottle scheme (b) Prize
(c) Discount creates (d) Others
59
Q. no. 13 What are your suggestion to improve the sale?
(a) New scheme (b) Advertisement
(c) Regular supply (d) Credit facilities
(e) Refrigeration system
Q. no. 14 Which company’s provide you a refrigerator?
(a) Frooty (b) Maaza
(c) Slice (d) Others.
Q. no. 15 Are you satisfied with refrigerator by company in your outlet?
(a) Yes (b) No
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CROSS TABULATION
Case Processing Summary
Cases
Valid Missing Total
N Percent N Percent N Percent
pl * ag 200 100.0% 0 .0% 200 100.0%
price level * age group Crosstabulation
Count
age group
Total5-15 15-25 25-35 35-45
price level
very high
5 11 11 1 28
High 18 26 14 12 70
Medium 15 21 7 7 50
Low 6 14 8 4 32
very low 4 6 7 3 20
Total 48 78 47 27 200
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Chi-Square Tests
Value dfAsymp. Sig.
(2-sided)
Pearson Chi-Square 11.764a 12 .465
Likelihood Ratio 12.311 12 .421
Linear-by-Linear Association
.150 1 .698
N of Valid Cases 200
a. 5 cells (25.0%) have expected count less than 5. The minimum expected count is 2.70.
Interpretation:- since here the significance level is 0.465 is less then 0.5.therefore Accept H0 and Reject H1. Means there is no relation between price level and age groups of customers who likes frooti.
62
QUESTIONAIRE
Q. no. 1 Type of outlet.
(a) General Store (b) Pan Shop
(c) Sweet Shop (d) Canteen.
Option No. of respondent Percentage
General Store 84 42
Pan Shop 56 28
Sweet Shop 50 25
Canteen. 10 05
General store Pan shop Sweet shop Canteen0
5
10
15
20
25
30
35
40
45
Percentage(%)
Percentage(%)
Interpretation-
63
Frooti and other soft drinks are mostly sale in the general store so we can say that the better place for improving sale is the general store and after that other place is the pan shop.
Q. no. 2 Which brand of soft drink you deal in.
(a) Frooti (b) Maaza
(c) Slice (d) Jump in
(e) Dabur Real (f) Others.
Option No. of respondent Percentage
Frooti 175 87.5
Maaza 150 75
Slice 90 45
Jump in 70 35
Dabur Real 60 30
Others 45 22.5
Frooti Maaza Slice Jump in Dabur Real Real0
102030405060708090
percentage(%)
percentage(%)
Interpretation-
64
In the outlet the mostly soft drink are available and Frooti and Maaza are the more frequent soft drink which is found and other soft drinks are available i.e. Slice, Jump in, Dabur real.
Q. no. 3 Which brand is the nearest competitor of frooti brand in your openion?
(a) Dabur Real (b) Maaza
(c) Slice (d) Jump in
(e) Others.
Option No. of respondent Percentage
Dabur Real 13 6.5
Maaza 84 42
Slice 75 37.5
Jump in 25 12.5
Others 03 1.5
Dabur Real Maaza Slice Jump in Others0
5
10
15
20
25
30
35
40
45
Percentage(%)
Percentage(%)
65
Interpretation-
According to the retailer the nearest competitor of Frooti is the Maaza and Slice. Other soft drink are the Jump in and other local fruits juice.
Q. no. 4 Which company have better distribution network.
(a) Frooti (b) Maaza
(c) Slice (d) Jump in
(e) Dabur Real (f) Others.
Option No. of respondent Percentage
Frooti 60 30
Maaza 54 27
Slice 40 20
Jump in 16 08
Dabur Real 20 10
Others 10 05
Frooti Maaza Slice Jump in Dabur Real Others0
5
10
15
20
25
30
Percentage(%)
Percentage(%)
Interpretation-
66
The distribution network of the Frooti brand is good as regards to their near competitors like Maaza and Slice. According to the retailer point of view because the manufacturing unit of Frooti is found in this state.
Q. no. 5 Which is most preferred size of the bottle by customer?
(a) 200ml (b) 300ml
(c) 500ml (d) 1000ml
(d) 1500ml (Use more than one tick)
Option No. of respondent Percentage
200ml 195 97.5
300ml 120 60
500ml 190 95
1000ml 60 30
1500ml 70 35
200ml 300ml 500ml 1000ml 1500ml0
102030405060708090
100
Percentage(%)
Percentage(%)
Interpretation-
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According to the given data it shows that the maximum selling of the bottle and TCA pack is in 200ml, 500ml, and 1000ml. So the best preferred size is 200ml and 500ml.
Q. no. 6 Do the customer know the difference between branded and non branded soft drink?
(a) Yes (b) No
Option No. of respondent Percentage
Yes 170 85
No 30 15
85%
15%
Percentage(%)
YesNo
Interpretation-
In the market the maximum customer know about the branded soft drink so this is advantage for the soft drink brand in the market.
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Q. no. 7 Major age group of customers who buy soft drinks?
(a) 5-15 (b) 15-25
(c) 25-35 (d) 35-45
(e) 45 above
Option No. of respondent Percentage
5-15 42 21
15-25 58 29
25-35 48 24
35-45 32 16
45 above 20 10
5 to 15 15 to 25 25 to 35 35 to 45 45 above0
5
10
15
20
25
30
Percentage(%)
Percentage(%)
Interpretation-
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In the market the most customer age segment is the 15 to 35. They are the prominent to visit the retail shop and purchase the soft drink. So the brand need to focus on this segment of customers.
Q. no. 8 What do you feel about the price of soft drinks
(a) Very high (b) High
(c) medium (d) low
(e) Reasonable
Option No. of respondent Percentage
Very high 24 12
High 70 35
medium 51 25.5
low 36 18
Reasonable 19 9.5
very high high medium low very low0
5
10
15
20
25
30
35
Interpretation-
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According to the mostly retailer opinion the price of soft drink is high so the branded company need to change the price of the soft drink that helps to increase the sales.
Q. no. 9 Do you feel a price reduction will increase the sales of branded soft drinks?
(a) Yes (b) No
Option No. of respondent Percentage
Yes 145 72.5
No 55 27.5
73%
28%
Percentage(%)
YesNo
Interpretation-
If the price of the soft drinks will reduced then the sales will be increase as per the given data.
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Q. no. 10 Which medium affect the sales most?
(a) Television (b) Magazine/Newspapers
(c) Display (d) Hoardings
(e) campaign
Option No. of respondent Percentage
Television 75 37.5
Magazine/Newspapers 40 20
Display 30 15
Hoardings 25 12.5
campaign 30 15
Television Magazine/Newspaper
Display Hoarding Campaign0
5
10
15
20
25
30
35
40
Percentage(%)
Percentage(%)
Interpretation-
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In the given data explain that the advertising media is the most prominent than other media so we can say that for improving sale of fruit soft drink should be use this media and that will affect the sale in the market.
Q. no. 11 Do you think that aggressive advertisement further increase the sales volume of frooti?
(a) Yes (b) No
(c) No reply
Option No. of respondent Percentage
Yes 120 60
No 45 22.5
No reply 35 17.5
Yes No No Reply0
10
20
30
40
50
60
Percentage(%)
Percentage(%)
Interpretation-
Aggressive advertisement is the beneficial promotional activities for the sale promotion. Maximum retailer are agree from the aggressive advertisement.
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Q. no. 12 What kind of promotional activities affect sales mostly?
(a) Free bottle scheme (b) Prize
(c) Discount creates (d) Others
Option No. of respondent Percentage
Free bottle scheme 86 43
Prize 45 22.5
Discount creates 55 27.5
Others 14 07
Free bottle scheme Prize
Discount creates Others
05
1015202530354045
Percentage(%)
Percentage(%)
Interpretation-
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According to response the sale promotion is increase if the brands provide free bottle scheme in the case and also favor in the discount should provide to purchase of product.
Q. no. 13 What are your suggestion to improve the sale?
(a) New scheme (b) Advertisement
(c) Regular supply (d) Credit facilities
(e) Refrigeration system (Use more than one tick)
Option No. of respondent Percentage
New scheme 180 90
Advertisement 60 30
Regular supply 120 60
Credit facilities 90 45
Refrigeration system 130 65
New sc
heme
Adverti
semen
t
Regular
supply
Credit f
aciliti
es
Refrige
ration sy
stem
0102030405060708090
Percentage(%)
Percentage(%)
Interpretation-
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According to retailer perception time to time new scheme should be provide and regular supply is necessary in the market that improve the sale. Company should also provide the refrigerator for the own product refrigeration.
Q. no. 14 Which company’s provide you a refrigerator?
(a) Frooty (b) Maaza
(c) Slice (d) Not anyone.
Option No. of respondent Percentage
Frooty 55 27.5
Maaza 75 37.5
Slice 50 25
Not anyone 20 10
Frooti Maaza Slice Not anyone0
5
10
15
20
25
30
35
40
Percentage(%)
Percentage(%)
Interpretation-
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In the market the Maaza brand is the no. one position in providing the freeze to the retail shop and Frooti is the no. two position so Frooti need to improve in providing the freeze to outlet with better service.
Q. no. 15 Are you satisfied with refrigerator by company in your outlet?
(a) Yes (b) No
(c) No reply
Option No. of respondent Percentage
Yes 115 57.5
No 45 22.5
No reply 40 20
Yes No No Reply0
10
20
30
40
50
60
Percentage(%)
Percentage(%)
Interpretation-
Mostly retailers are satisfied with company provided freeze.
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SWOT ANALYSIS
SWOT analysis is a strategic planning method used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in a business venture. It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favorable and unfavorable to achieve that objective. The technique is credited to Albert Humphrey, who led a convention at Stanford University in the 1960s and 1970s using data from Fortune 500 companies.
A SWOT analysis must first start with defining a desired end state or objective. A SWOT analysis may be incorporated into the strategic planning model. Strategic Planning, has been the subject of much research.
Strengths: attributes of the person or company that is helpful to achieving the objective(s).
Weaknesses: attributes of the person or company that is harmful to achieving the objective(s).
Opportunities: external conditions that is helpful to achieving the objective(s).
Threats: external conditions which could do damage to the objective(s).
Planning for an enterprise is entirely based upon Strength, Weakness, Opportunity, Threat (SWOT).The SWOT is an excellent technique for strategic planning. Howard business school has been by planner all over the world first develops the technique. Such analysis helps to promote deep thinking and creative solution by highlighting the root cause of problems. SWOT analysis enable the company to choose define its wanted future.
Under SWOT analysis, Strength is any characteristic or its sub system. Which afford its distinct competitive advantage. Strength of an organization originates from its intrinsic capabilities and environment
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condition. Weakness arises from adverse internal and external factor. Opportunities for a firm imply the area of profitable investment these are created by growth of a country and industry. Threats results from new competition, substitute product, etc.
The Opportunity and Threats comes under external analysis and which is done through the ETOP analysis. Whereas Strength and Weakness comes under internal analysis and which is done through the SAP.
Strength, Weakness, Opportunity, Threat analysis is known as SWOT, TOWS OR WOTS-UP analysis.
SWOT analysis is the technique the actual effect of the project handed company by should be measured.
DIAGRAMETIC REPRESENTATION OF SWOT ANALYSIS
SWOT ANALYSIS
INTERNAL ANALYSIS EXTERNAL ANALYSIS
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STRENGTH WEAKNESS OPPORTUNITY THREAT
SWOT Analysis of SWASTIK Pvt. Ltd.
STRENGTH:-
Good quality
Good distribution channel
High availability
Suitable for all users
After sales services
WEAKNESS:-
High price
Lack of promotional scheme
OPPERTUNITIES:-
Industrial growth
Office automation
THREATS:-
Emergence of competition
Promotional schemes by the competitors
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Threats from local assemblers
FINDING AND CONCLUSION
1. From chi square test, after processing the data we got the value the
significance level is 0.465 is less then 0.5.therefore Accept H0 and
Reject H1. Means there is no relation between price level and age groups
of customers who likes frooti.
2. Frooti and other soft drinks are mostly sale in the general store so we can say that the better place for improving sale is the general store and after that other place is the pan shop.
3. In the outlet the mostly soft drink are available and Frooti and Maaza are the more frequent soft drink which is found and other soft drinks are available i.e. Slice, Jump in, Dabur real.
4. According to the retailer the nearest competitor of Frooti is the Maaza and Slice.
5. Other soft drink are the Jump in and other local fruits juice.
6. The distribution network of the Frooti brand is good as regards to their near competitors like Maaza and Slice. According to the retailer point of view because the manufacturing unit of Frooti is found in this state.
7. According to the given data it shows that the maximum selling of the bottle and TCA pack is in 200ml, 500ml, and 1000ml. So the best preferred size is 200ml and 500ml.
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8. In the market the maximum customer know about the branded soft drink so this is advantage for the soft drink brand in the market.
9. In the market the most customer age segment is the 15 to 35. They are the prominent to visit the retail shop and purchase the soft drink. So the brand need to focus on this segment of customers.
10.According to the mostly retailer opinion the price of soft drink is high so the
11.Branded company need to change the price of the soft drink that helps to increase the sales.
12.If the price of the soft drinks will reduced then the sales will be increase as per the given data.
13.In the given data explain that the advertising media is the most prominent than other media so we can say that for improving sale of fruit soft drink should be use this media and that will affect the sale in the market.
14.Aggressive advertisement is the beneficial promotional activities for the sale promotion. Maximum retailer are agree from the aggressive advertisement.
15.According to response the sale promotion is increase if the brands provide free bottle scheme in the case and also favor in the discount should provide to purchase of product.
16.According to retailer perception time to time new scheme should be provide and regular supply is necessary in the market that improve the sale. Company should also provide the refrigerator for the own product refrigeration.
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17.In the market the Maaza brand is the no. one position in providing the freeze to the retail shop and Frooti is the no. two position so Frooti need to improve in providing the freeze to outlet with better service.
18.Mostly retailers are satisfied with company provided freeze.
Limitation of the Survey
Few people were not responding as we expect from them and they were
reacting for the survey is conducted for false purpose.
Some of the responses might be biased.
Most of the survey was carried out in and around Ranchi city.
It is wholly based on primary data.
As the time was less for conducting the survey, so the survey could not
be conducted in a large area.
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BIBLIOGRAPHY
Websites:
www.google.com
www.wikipedia.com
www.isource.com
www.frooti.com
Books:
Statistical Method by S.P.Gupta.
Research Methodology by C.R.Kothari.
Methodology of research in social sciences by Krishna swami.
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