Organisationl Structure of Frooti

8/13/2019 Organisationl Structure of Frooti

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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:-

Mr. VIJAY ANAND DUBEY RANJIT KUMAR CHOUDHARY

(Professor) PGDM 2009-2011


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Forwarding

I have great pleasure in forwarding this project report of

Ranjit kumar choudhary entitled competitive analysis

of FROOTI and its competitor which was carried out

under my supervision and guidance for the partialfulfillment 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 04

th July 2010 at Swastik Fruits

Product Private Limited, Ranchi. he has learnt aboutvarious 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

PGDM 2009 2011


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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

CHOUDHARYPGDM 2009 2011


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Preface

Progress is a continuous process. It is relative and absolute. We cannot stop at acertain 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 pertheir specialization in the course. It is important because it provides the students

about the practical knowledge of the field, which is very essential beside thetheoretical 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 assignmentsuccessfully in near future. During this period, I have collected all the information

of Competitive analysis of Frooti and its competitors through primary datawhich 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 periodwas 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.

Place: Signature:

Date: Name of the student:

RANJIT KUMAR CHOUDHARY


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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

SWOT analysis 78-80

5 FINDING AND CONCLUSION 81-82

6 LIMITATIONS 83


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7 BIBLOGRAPHY 84

Welcome to Swastik Group

A House Of Diversified Excellence

The SWASTIK GROUP established in the year 1961 is one of the leadingtrading 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. Asa 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 Industryand Infrastructure Projects. We at SWASTIK aim to provide most effective

and prompt after sales services for the equipments sold by us through trainedpersonnel and after sales services for the equipment sold by us throughmanufacturing 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.

Hanuman Sarawgi

Chairman

VISION


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To be known and identified as an ethical, trust worthy and dependable companyrelied 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 facilitatedsome 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 Agros 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.

Shes a lucky girl, shell tell you. Chauhan, CMO, Parle Agro, didnt 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 fathers every business move. Well over a decade after her

first tryst with the companysmarketing brass, today she is among Parle Agros

top management.


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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 Agros marketing strategies, a function

thats not just about communication and commercials. Well defined roles for all

three, Thats how my father planned it. It feels natural and the progression

seamless, says Chauhan, we have our distinct strengths, and thats how they

all have their place in the company.

Her fathers style of guidance is very subtle. He never forces his point of view

or way of working. Hes always encouraging me to think and to cultivate myown thoughts and views, she says.

She recalls being very excited the first time she stepped through Parles 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 hassuccessfully launched new brands for Parle Agros 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, ParleAgro is targeting a Rs 35 billion turnover by 2010-11 (present turnover - Rs 9.5billion), reports Economic Times .

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.


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The company plans to set up 60 mineral water factories more from the present26 factories across the country in the first quarter of next fiscal, said Parle Agrodirector 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)

MARKETING DIV : SWASTIK CHAMBERS, 3rdFLOOR,

GOPAL COMPLEX, RANCHI

MANUFACTURING UNIT/PLANT : TATISILWAI, INDUSTRIAL AREA


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PHASE 2, RANCHI (JHARKHAND)

EMPLOYEE : 5000

PRODUCT RANGE :

FROOTI Mango Drink

APPY Apple Drink

APPY FIZZ Carbonated Apple Drink

BAILLEY Packaged Drinking Water

COMPITITERS :

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

Primary Competitive Advantages

Products are manufactured under the most hygienic conditions

The drinks are made available in a Tetra Pak and Pet Bottles Healthy and nutritious alternative which are also delicious

Access to best quality fruits

Strategically located manufacturing facilities

State-of-the-art manufacturing plants

An extensive distribution network

Memberships

Agricultural and Processed Food Products Exports Developments Authority

(APEDA) Federation of Indian Chambers of Commerce and Industry (FICCI)

Project Exports Promotion Council of India (PEPC)

Federation of Indian Export Organizations (FIEO)

Standard Certification


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ISO certification

HACCP certification

INDUSTRY PROFILE

About Us

A House Of Diversified Excellence

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

1.MiningandConstruction

a. Open Cast Mining

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

Coal and Mineral Preparation and Beneficiation Plants & MaterialHandling Equipment.

Pollution Control Equipment.

Complete equipment for large Open-Pit Mining with annual productionsof 10 million tons by Shovel-Hauler process or semi-continuous process.

b. Underground Mining

Drilling, Loading, Man and Material Transportation Equipments, Under


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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, Rolledproducts, Steel, Silicon metal etc.


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5. Machine Tools

Special Purpose Machine Tools. Foundry Equipments and Machines.

Electrical Pneumatic and Cordless Engineering Tools.

CNC Machines.

6. Forgings and Castings

Forging & Castings of Ferrous and Non Ferrous Metals, Mn SteelCasting, 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.


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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.


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ORGANISATIONAL STRUCTURE

Anorganizational structureis a mainlyhierarchicalconcept of subordination of

entities that collaborate and contribute to serve one common aim.

Organizationsare a variant ofclustered 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 lackstandardizationof 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

Bureaucraticstructures 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 Stalkerdistinction 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 typebureaucracy. This


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may includetotal quality management, culture managementandmatrix

management, amongst others. None of these however has left behind the core

tenets of Bureaucracy. Hierarchies still exist, authority is still Weber's rational,

legal type, and the organization is still rule bound. Heckscher, arguing along these

lines, describes them as cleaned up bureaucracies, rather than a fundamental shift

away from bureaucracy. Gideon Kunda, in his classic study of culture management

at 'Tech' argued that 'the essence of bureaucratic control - the formalisation,

codification and enforcement of rules and regulations - does not change in

principle.....it shifts focus from organizational structure to the organization's

culture'.

Functional 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 automobilecompanywith a divisional structure might have one


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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

Thematrix structuregroups employees by both function and product. This

structure can combine the best of both separate structures. A matrix organization

frequently uses teams of employees to accomplish work, in order to take advantage

of the strengths, as well as make up for the weaknesses, of functional and

decentralized forms. An example would be a company that produces two products,

"product a" and "product b". Using the matrix structure, this company would

organize functions within the company as follows: "product a" sales department,

"product a" customer service department, "product a" accounting, "product b" sales

department, "product b" customer service department, "product b" accounting

department. Matrix structure is amongst the purest of organizational structures, a

simple lattice emulating order and regularity demonstrated in nature.

Weak/Functional Matrix:A project manager with only limited authority is

assigned to oversee the cross- functional aspects of theproject. The

functional managers maintain control over their resources and project areas.

Balanced/Functional Matrix:A project manager is assigned to oversee theproject. 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:Aproject manageris primarily responsible for the

project. Functional managers provide technical expertise and assign

resources as needed.


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ORGANISATION STRUCTURE OF COMPANY

DIRECTOR

Personal Plant Finance Marketing Logistic

Dept. Manager Dept. Dept. Dept.

Personal Production Finance Marketing Logistic

Manager Manager Manager Manager

Asst. personal Maintenance Account Territory Development

Manager Engineer officer Manager

Staff Electrical Asst A.D.M

officer Account

Laboratory staff Cashier Customer Supervisor

Store supervisor Executive


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MANAGEMENT STYLE

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

Marketingmanagementis the art and scienceof 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 aconfident, 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 morePaternalisticform 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 beDavid Brentor Michael Scott running the business in the

fictional television showThe Office. The leader explains most decisions to the


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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.

Democratic

In aDemocraticstyle, 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 ICTsystem needs to

be put in place, and the upper management of the business is computer-illiterate.Laissez-faire

In aLaissez-faireleadership 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 poorcompany image.

Centralisation, orcentralization, is the process by which the activities of an

organization, particularly those regarding planning decision-making, become

concentrated within a particularlocationand/or group.

Inpolitical science, this refers to the concentration of agovernment's power -

bothgeographicallyandpolitically, into acentralized government.

Inneuroscience, centralization refers to the evolutionary trend of thenervous

systemto be partitioned into acentral nervous systemandperipheral nervous

system.

Inbusiness studiescentralisation and decentralizationis about where decisions are

taken in thechain 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 nounproductis defined as a "thing produced by labor or effort" or the "result

of an act or a process",and stems from the verbproduce, from the

Latinprdce(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 economistAdam Smith.

Inmarketing, a product is anything that can be offered to amarketthat might

satisfy a want or need.Inretailing, products are calledmerchandise.

Inmanufacturing, products are purchased asraw materialsand sold asfinished

goods.Commoditiesare usually raw materials such as metals and agricultural

products, but a commodity can also be anything widely available in the open

market. Inproject management, products are the formal definition of theproject

deliverablesthat make up or contribute to delivering the objectives of the project.


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In general, product may refer to a single item or unit, a group of equivalent

products, a grouping of goods or services, or an industrial classification for the

goods or services.

Quality-Assurance

All the products of Parle Agro Pvt. Ltd. are manufactured under the most hygienic

conditions. Great care is exercised in the selection & quality control of raw

materials, packaging materials. Rigid quality standards are ensured at every stageof 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


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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 inchange 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.

Products are:-

Frooti

Frooti

Appy Fizz

Bailley


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Brand:FrootiPast Agency:TBWA, Everest, Percept and Grey have handled Frootis

advertising earlier.

Current agency:Since 2007, the creative duties of Frooti are being handled byCreativeland 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 itwas the only beverage sold in an innovative Tetra Pak packaging which was anew concept for Indian consumers.

Ever since its launch, Frooti has acquired a large market share and continues tobe the most popular mango drink even today. The tagline Mango Frooti -

Fresh and Juicy has huge brand recall value for consumers and has helped thebrand 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 hasinnovated 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 preferredmango 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 firstbrand 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 ofanything else the Indian society was exposed to.

In the nineties, our commercials revolved around the brands association with

the king of fruits - Mango. Frooti commercials oozed fun and exuberance, whilekeeping the Fresh & Juicy soul of Frooti intact.


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As Frooti entered its second decade of existence, we realized we had to changethe perception that Frooti was meant just for kids. There was a need for new

positioning. Our ads then were more about making Frooti more relevant to the

youth. The Yo Frooti campaign, Digen Verma and the Bindass campaign weresteps in that direction. At this time, we also started conveying more of tacticalcommunication 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 anew 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 Frootistands out while also retaining the brand association with mangoes. Keepingthis in mind, we have evolved Frootis brand communication to a new level.

Our ads are no longer meant to just create buzz, they are created keeping inmind 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 aremore about situations and showcasing how consumers connect with Frooti.

Frootis 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 onlyhighlights the brand make-over, it also stays true to Frootis 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 Frootiads so endearing is the fact that our ads have always been about mango lovers.

Each ad speaks for Frootis brand heritage and stands for its long lastingrelationship 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 identifiedFrooti with mangoes. We have never had to enforce it. Over the years, Frootihas gone on to become Indias 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 Juicyhas remained the base tagline since the brandlaunch. In between, the brand has used new taglines such as:

Frooti - Just like thatFresh 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 Frootis brand communication is based around the theme of Why growup.

a. Appy Fizz


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Appy Fizz is the product beverage of Parle agro pvt. Ltd, Mumbai, manufactured

at its franchise Swastik Fruits Product Private Limited, Tatisilwai. It is yellowish

brown carbonated beverage with a flavor of ripe juicy apple.

c. Bailley packaged water


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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


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Product line of F rooti

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

06
http://parleagro.tradeindia.com/Exporters_Suppliers/Exporter13412.192212/Frooti-65-ml-TCA.htmlhttp://parleagro.tradeindia.com/Exporters_Suppliers/Exporter13412.192212/Frooti-65-ml-TCA.htmlhttp://parleagro.tradeindia.com/Exporters_Suppliers/Exporter13412.192216/Frooti-Tetra-Pack-200-ml.htmlhttp://parleagro.tradeindia.com/Exporters_Suppliers/Exporter13412.192216/Frooti-Tetra-Pack-200-ml.htmlhttp://parleagro.tradeindia.com/Exporters_Suppliers/Exporter13412.192216/Frooti-Tetra-Pack-200-ml.htmlhttp://parleagro.tradeindia.com/Exporters_Suppliers/Exporter13412.192214/Frooti-Pet-250-ml.htmlhttp://parleagro.tradeindia.com/Exporters_Suppliers/Exporter13412.192214/Frooti-Pet-250-ml.htmlhttp://parleagro.tradeindia.com/Exporters_Suppliers/Exporter13412.192213/Frooti-500-ml.htmlhttp://parleagro.tradeindia.com/Exporters_Suppliers/Exporter13412.192213/Frooti-500-ml.htmlhttp://parleagro.tradeindia.com/Exporters_Suppliers/Exporter13412.192215/Frooti-Pet-1000-ml.htmlhttp://parleagro.tradeindia.com/Exporters_Suppliers/Exporter13412.192215/Frooti-Pet-1000-ml.htmlhttp://parleagro.tradeindia.com/Exporters_Suppliers/Exporter13412.192217/Frooti-1500-ml.htmlhttp://parleagro.tradeindia.com/Exporters_Suppliers/Exporter13412.192217/Frooti-1500-ml.htmlhttp://parleagro.tradeindia.com/Exporters_Suppliers/Exporter13412.192217/Frooti-1500-ml.htmlhttp://parleagro.tradeindia.com/Exporters_Suppliers/Exporter13412.192215/Frooti-Pet-1000-ml.htmlhttp://parleagro.tradeindia.com/Exporters_Suppliers/Exporter13412.192213/Frooti-500-ml.htmlhttp://parleagro.tradeindia.com/Exporters_Suppliers/Exporter13412.192214/Frooti-Pet-250-ml.htmlhttp://parleagro.tradeindia.com/Exporters_Suppliers/Exporter13412.192216/Frooti-Tetra-Pack-200-ml.htmlhttp://parleagro.tradeindia.com/Exporters_Suppliers/Exporter13412.192212/Frooti-65-ml-TCA.htmlhttp://parleagro.tradeindia.com/Exporters_Suppliers/Exporter13412.192217/Frooti-1500-ml.htmlhttp://parleagro.tradeindia.com/Exporters_Suppliers/Exporter13412.192215/Frooti-Pet-1000-ml.htmlhttp://parleagro.tradeindia.com/Exporters_Suppliers/Exporter13412.192213/Frooti-500-ml.htmlhttp://parleagro.tradeindia.com/Exporters_Suppliers/Exporter13412.192214/Frooti-Pet-250-ml.htmlhttp://parleagro.tradeindia.com/Exporters_Suppliers/Exporter13412.192216/Frooti-Tetra-Pack-200-ml.htmlhttp://parleagro.tradeindia.com/Exporters_Suppliers/Exporter13412.192212/Frooti-65-ml-TCA.htmlhttp://parleagro.tradeindia.com/Exporters_Suppliers/Exporter13412.192217/Frooti-1500-ml.htmlhttp://parleagro.tradeindia.com/Exporters_Suppliers/Exporter13412.192215/Frooti-Pet-1000-ml.htmlhttp://parleagro.tradeindia.com/Exporters_Suppliers/Exporter13412.192213/Frooti-500-ml.htmlhttp://parleagro.tradeindia.com/Exporters_Suppliers/Exporter13412.192214/Frooti-Pet-250-ml.htmlhttp://parleagro.tradeindia.com/Exporters_Suppliers/Exporter13412.192216/Frooti-Tetra-Pack-200-ml.htmlhttp://parleagro.tradeindia.com/Exporters_Suppliers/Exporter13412.192212/Frooti-65-ml-TCA.htmlhttp://parleagro.tradeindia.com/Exporters_Suppliers/Exporter13412.192217/Frooti-1500-ml.htmlhttp://parleagro.tradeindia.com/Exporters_Suppliers/Exporter13412.192215/Frooti-Pet-1000-ml.htmlhttp://parleagro.tradeindia.com/Exporters_Suppliers/Exporter13412.192213/Frooti-500-ml.htmlhttp://parleagro.tradeindia.com/Exporters_Suppliers/Exporter13412.192214/Frooti-Pet-250-ml.htmlhttp://parleagro.tradeindia.com/Exporters_Suppliers/Exporter13412.192216/Frooti-Tetra-Pack-200-ml.htmlhttp://parleagro.tradeindia.com/Exporters_Suppliers/Exporter13412.192212/Frooti-65-ml-TCA.htmlhttp://parleagro.tradeindia.com/Exporters_Suppliers/Exporter13412.192217/Frooti-1500-ml.htmlhttp://parleagro.tradeindia.com/Exporters_Suppliers/Exporter13412.192215/Frooti-Pet-1000-ml.htmlhttp://parleagro.tradeindia.com/Exporters_Suppliers/Exporter13412.192213/Frooti-500-ml.htmlhttp://parleagro.tradeindia.com/Exporters_Suppliers/Exporter13412.192214/Frooti-Pet-250-ml.htmlhttp://parleagro.tradeindia.com/Exporters_Suppliers/Exporter13412.192216/Frooti-Tetra-Pack-200-ml.htmlhttp://parleagro.tradeindia.com/Exporters_Suppliers/Exporter13412.192212/Frooti-65-ml-TCA.htmlhttp://parleagro.tradeindia.com/Exporters_Suppliers/Exporter13412.192217/Frooti-1500-ml.htmlhttp://parleagro.tradeindia.com/Exporters_Suppliers/Exporter13412.192215/Frooti-Pet-1000-ml.htmlhttp://parleagro.tradeindia.com/Exporters_Suppliers/Exporter13412.192213/Frooti-500-ml.htmlhttp://parleagro.tradeindia.com/Exporters_Suppliers/Exporter13412.192214/Frooti-Pet-250-ml.htmlhttp://parleagro.tradeindia.com/Exporters_Suppliers/Exporter13412.192216/Frooti-Tetra-Pack-200-ml.htmlhttp://parleagro.tradeindia.com/Exporters_Suppliers/Exporter13412.192212/Frooti-65-ml-TCA.htmlhttp://parleagro.tradeindia.com/Exporters_Suppliers/Exporter13412.192217/Frooti-1500-ml.htmlhttp://parleagro.tradeindia.com/Exporters_Suppliers/Exporter13412.192215/Frooti-Pet-1000-ml.htmlhttp://parleagro.tradeindia.com/Exporters_Suppliers/Exporter13412.192213/Frooti-500-ml.htmlhttp://parleagro.tradeindia.com/Exporters_Suppliers/Exporter13412.192214/Frooti-Pet-250-ml.htmlhttp://parleagro.tradeindia.com/Exporters_Suppliers/Exporter13412.192216/Frooti-Tetra-Pack-200-ml.htmlhttp://parleagro.tradeindia.com/Exporters_Suppliers/Exporter13412.192216/Frooti-Tetra-Pack-200-ml.htmlhttp://parleagro.tradeindia.com/Exporters_Suppliers/Exporter13412.192212/Frooti-65-ml-TCA.html


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PRODUCT LINE OF APPY FIZZ AND ITS DETAIL

APPYFIZZ BOTTLE/CASE COST PER

PC.

MRP/CS MRP/PC

300ML 24 PCS 432.00 18.00 480.00 20.00

500ML 15 PCS 378.00 24.33 420.00 28.00

1000ML 12 PCS 518.00 43.16 576.00 48.00

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

Fig.- Product line of Appy fizz
http://parleagro.tradeindia.com/Exporters_Suppliers/Exporter13412.250679/Appy-Fizz-300ml.htmlhttp://parleagro.tradeindia.com/Exporters_Suppliers/Exporter13412.250679/Appy-Fizz-300ml.htmlhttp://parleagro.tradeindia.com/Exporters_Suppliers/Exporter13412.250680/Appy-Fizz-500ml.htmlhttp://parleagro.tradeindia.com/Exporters_Suppliers/Exporter13412.250680/Appy-Fizz-500ml.htmlhttp://parleagro.tradeindia.com/Exporters_Suppliers/Exporter13412.250681/Appy-Fizz-1000-ml.htmlhttp://parleagro.tradeindia.com/Exporters_Suppliers/Exporter13412.250681/Appy-Fizz-1000-ml.htmlhttp://parleagro.tradeindia.com/Exporters_Suppliers/Exporter13412.250681/Appy-Fizz-1000-ml.htmlhttp://parleagro.tradeindia.com/Exporters_Suppliers/Exporter13412.250680/Appy-Fizz-500ml.htmlhttp://parleagro.tradeindia.com/Exporters_Suppliers/Exporter13412.250679/Appy-Fizz-300ml.htmlhttp://parleagro.tradeindia.com/Exporters_Suppliers/Exporter13412.250681/Appy-Fizz-1000-ml.htmlhttp://parleagro.tradeindia.com/Exporters_Suppliers/Exporter13412.250680/Appy-Fizz-500ml.htmlhttp://parleagro.tradeindia.com/Exporters_Suppliers/Exporter13412.250679/Appy-Fizz-300ml.htmlhttp://parleagro.tradeindia.com/Exporters_Suppliers/Exporter13412.250681/Appy-Fizz-1000-ml.htmlhttp://parleagro.tradeindia.com/Exporters_Suppliers/Exporter13412.250680/Appy-Fizz-500ml.htmlhttp://parleagro.tradeindia.com/Exporters_Suppliers/Exporter13412.250679/Appy-Fizz-300ml.htmlhttp://parleagro.tradeindia.com/Exporters_Suppliers/Exporter13412.250681/Appy-Fizz-1000-ml.htmlhttp://parleagro.tradeindia.com/Exporters_Suppliers/Exporter13412.250680/Appy-Fizz-500ml.htmlhttp://parleagro.tradeindia.com/Exporters_Suppliers/Exporter13412.250679/Appy-Fizz-300ml.html


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MARKETING ACTIVITIES

Market Opportunities

Today there is a growing health and wellness consciousness among consumers

and an increasing importance given to fitness and healthy lifestyle choices.Changing work and lifestyle habits leave less time for home cooking and

therefore spur demand for convenience and complete nutrition from meal

replacements. There is a greater inclination to self-carerather than medicate,

a greater awareness of the functional benefits of health beverages and agreater 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'sMaaza, Pepsi's Tropicana, and Dabur's Real, Nastle's

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

others.

INTRODUCTION

The soft drink being a FMCG has a wider and scttered market. thus to enable

concentrated effort of marketing activities in different scattered market, for

effectively setting the entire market is broken into the following segments.

ROUTE MARKET:outlets in this market cater to those people who are

engaged in shopping,eating,outgoing to and from work, in amusement

centres etc.

HOME MARKET:outlets in this market cater to people buyingpredominantly 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 .


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2. PROMONTIONAL ACTIVITIES

Sales promotion ia key ingredient in marketing campaigns, consists of a

diverse collection of incentive tools. Mostly short-term design to stimulatequicker 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 needssatisfying 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.


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MARKET SIZE, GROWTH AND DEMAND

The total fruit beverage market is placed at Rs. 22 billion with the fruit basedbeverage 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 tetrapack 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 popularin urban areas.


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In- home packs do not witness any seasonality in the market and their

distribution patterns remain normal throughout the year. Out of home packs like

250 ml face a lot of peaks trough and there is a lot of seasonality, which has to

be looked after to manage demand and shoot profits.

Table : Demands Past & Future

Year 000MT

1995-96 262.0

1996-97 298.2

1997-98 340.0

1998-99 390.9

1999-00 447.6

2000-01 510.3

2001-02 579.2

2002-03 657.5

2008-09 1143.7

2009-2010(estimated) 1343.5

From the above table, the growth in market can be seen as increasing constantly

from 7 to 16% in 1999-2000. In the next six to seven years, the market is poised

to grow at 20% approximately.


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

follows:

Table 2: Zone wise Shares

Segment Share(%)

North India 25

East India 20

West Indies 31

South India 24

Thus the fruit beverage market has more acceptances in Northern and Western

India, which is due to the climatic condition prevailing there relative to the rest

of the country.

Table 3: Market Growth Rate

1990-911996-97 13.8%

1996-972001-02 14.2%


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2002-2009-10 14.%5

COMPETITORS OF FROOTI

Type Fruit juice

Manufacturer The Coca-Cola Company

Country of origin India

Introduced 1976

Variants Maaza Orange, Maaza Pineapple

Related products Slice, Frooti

Maaza is a Coca-Cola fruit drink brand marketed in India and Bangladesh, the

most popular drink being the mango variety,so much that over the years, the Maaza

brand has become synonymous with Mango. Initially Coca-Cola had also launchedMaaza in orange and pineapple variants, but these variants were subsequently

dropped. Coca-Cola has recently re-launched these variants again in the Indian

market.
http://en.wikipedia.org/wiki/File:Maaza_logo.png


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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 Slicebrand

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 Alphonsovariety, which is

known as the "King of Mangoes" in India.

History

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.
http://en.wikipedia.org/wiki/Alphonso_(mango)http://en.wikipedia.org/wiki/Alphonso_(mango)http://en.wikipedia.org/wiki/Alphonso_(mango)


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Slice - Pure Mango Pleasure

Brand History

Slice was launched in India in 1993 as a refreshing mango drink and quickly

went on to become a leading player in the category.

In 2008, Slice was relaunched with a 'winning' product formulation which

made the consumers fall in love with its taste. With refreshed pack graphics

and clutter breaking advertising, Slice has driven strong appeal within the

category.

Brand Advantage


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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,

Bollywoods reigning Diva, Katrina Kaif was signed on as the Brand

Ambassador on Slice.

Slice took INDULGENCE to a new level in 2009 with the launch of the Slice

Pure Pleasure Holidays, giving its consumers a chance to win luxuriant all-

expense-paid holidays to their dream European destinations like Paris, Vienna,

Greece and Venice.

Tropicana

Brand 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


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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.

Categoriesin India, Tropicana comes in 2 varieties: 100% Juices (sold as

Tropicana 100%) and Juice beverages & nectars (sold as Tropicana).

DABUR REAL FRUIT JUICE

Real has been the preferred choice of consumers when it comes to packaged fruit

juices, which is what makes India's No. 1 Fruit Juice brand. A validation of thissuccess is that Ral has been awarded Indias Most Trusted Brand status for

four years in a row.

Today, Ral 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 hashelped Ral maintain its dominant market share.

A research conducted by Blackstone Market Facts even pointed out that Ral waspreferred by over 50% of the respondents. Whats more, Ral was liked for


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being the better tasting juice - a category where likeability is primarily driven bytaste.

Made from best quality fruits, Ral does not have artificial flavours andpreservatives, and offer your kids not just great taste, but also FRUITPOWER - the power of fruits the power to stay ahead. Loaded with the power

of Vitamin C, Ral fruit juices have all the necessary nutrients that keep you activeall day long.

Ral is endorsed by PFNDAI

The nutritional contents of Ral 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 gainedcredibility in health and food professionals such as physicians, nutritionists,

dieticians, food scientists and technologists, etc. as an unbiased body, almost of thestature of an NGO. Even government officials have high regards for the

association. So when the association lends its logo to any product, the product isaccepted by them to deliver the nutritional contents as claimed by themanufacturer.

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


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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.

Objective

To evaluate the major competitors of frooti in the market.

To determine is there is any relation between consumers age

group Who likes frooti and price level of frooti.


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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.

RESEARCH METHEDOLOGY


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Research Methodology

TYPE OF RESEARCH: Descriptive Research

TYPE OF DATA COLLECTED: Primary Data

PRIMARY DATA COLLECTION METHOD: Field Survey


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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 MUMBAI city.

SAMPLE: It is group of people selected from the universe for the

study.

SAMPLE SIZE: 200 customers in Mumbai 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.

RESEARCH

The word researchderives from theFrench recherche, from rechercher, to

search closely where "chercher" means "to search".
http://en.wikipedia.org/wiki/French_languagehttp://en.wikipedia.org/wiki/French_language


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Researchcan be defined as the search for knowledge or any systematic

investigation to establish facts. The primary purpose forapplied research

isdiscovering,interpreting, and thedevelopment of methods and systems for

the advancement of humanknowledge on a wide variety ofscientific 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 ofhuman behavior and thereasons that

govern such behavior. The qualitative method investigates

the whyand howofdecision making, not just what, where, when. Hence,

smaller but focusedsamples are more often needed, rather than largesamples.

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 hypothesesare true.

Quantitative research is generally made usingscientific methods, which can

include:

The generation of models, theories and hypotheses

The development of instruments and methods for measurement

Experimental control and manipulation ofvariables

Collection of empirical data
http://en.wikipedia.org/wiki/Applied_researchhttp://en.wikipedia.org/wiki/Discovery_(observation)http://en.wikipedia.org/wiki/Interpretation_(logic)http://en.wikipedia.org/wiki/Research_and_developmenthttp://en.wikipedia.org/wiki/Knowledgehttp://en.wikipedia.org/wiki/Epistemologyhttp://en.wikipedia.org/wiki/Market_researchhttp://en.wikipedia.org/wiki/Human_behaviorhttp://en.wikipedia.org/wiki/Reasonhttp://en.wikipedia.org/wiki/Decision_makinghttp://en.wikipedia.org/wiki/Sample_(statistics)http://en.wikipedia.org/wiki/Samplehttp://en.wikipedia.org/wiki/Scientific_methodhttp://en.wikipedia.org/wiki/Variable_(mathematics)http://en.wikipedia.org/wiki/Variable_(mathematics)http://en.wikipedia.org/wiki/Scientific_methodhttp://en.wikipedia.org/wiki/Samplehttp://en.wikipedia.org/wiki/Sample_(statistics)http://en.wikipedia.org/wiki/Decision_makinghttp://en.wikipedia.org/wiki/Reasonhttp://en.wikipedia.org/wiki/Human_behaviorhttp://en.wikipedia.org/wiki/Market_researchhttp://en.wikipedia.org/wiki/Epistemologyhttp://en.wikipedia.org/wiki/Knowledgehttp://en.wikipedia.org/wiki/Research_and_developmenthttp://en.wikipedia.org/wiki/Interpretation_(logic)http://en.wikipedia.org/wiki/Discovery_(observation)http://en.wikipedia.org/wiki/Applied_research


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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 ofdata 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 inmarket research andcompetitive 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, 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.
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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 data are

suitably transformed and analyzed to draw conclusions about the population.


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these methods but you should also read around the various methods. A list of

suggested research methodology texts is given in your Module Study Guidebut

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.


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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.

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.


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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. Severalimportant considerations for researchers using convenience samples include:

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?


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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: - Itis 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 ofdata has multiple

meanings.

A data chart is a type ofdiagram orgraph 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 anautical chart oraeronautical chart.

Other domain specific constructs are sometimes called charts, such as

thechord chart in music notation or arecord chart for album popularity.

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.
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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. Thedata structure used

depends on both the graph structure and thealgorithm 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) iscircularchart divided

intosectors, illustrating percents. In a pie chart, thearc length of each sector

(and consequently itscentral angle andarea), isproportional to the quantity it

represents. Together, the sectors create a full disk. It is named for its

resemblance to apie which has been sliced. The earliest known pie chart is

generally credited to William Playfair's Statistical Breviaryof 1801.

The pie chart is perhaps the most ubiquitous statistical chart in the business

world and the mass media.

QUESTIONNAIRE
http://en.wikipedia.org/wiki/Data_structurehttp://en.wikipedia.org/wiki/Algorithmhttp://en.wikipedia.org/wiki/Circlehttp://en.wikipedia.org/wiki/Charthttp://en.wikipedia.org/wiki/Circular_sectorhttp://en.wikipedia.org/wiki/Arc_lengthhttp://en.wikipedia.org/wiki/Central_anglehttp://en.wikipedia.org/wiki/Areahttp://en.wikipedia.org/wiki/Proportionality_(mathematics)http://en.wikipedia.org/wiki/Piehttp://en.wikipedia.org/wiki/Piehttp://en.wikipedia.org/wiki/Proportionality_(mathematics)http://en.wikipedia.org/wiki/Areahttp://en.wikipedia.org/wiki/Central_anglehttp://en.wikipedia.org/wiki/Arc_lengthhttp://en.wikipedia.org/wiki/Circular_sectorhttp://en.wikipedia.org/wiki/Charthttp://en.wikipedia.org/wiki/Circlehttp://en.wikipedia.org/wiki/Algorithmhttp://en.wikipedia.org/wiki/Data_structure


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Questionnaire of Survey Project on Competitive analysis of Frooti and its Competitorin Ranchi City

Dear sir/Madam,

I RANJIT KUMAR CHOUDHARY student of PGDM (2ndsemester), Business school

of Delhi, Greater noida is conducting a summer internship in Swastik Fruits pvt. Ltd. Ranchias a part of ourcourse 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.:

QUESTIONAIRE

Q. no. 1 Type of outlet.

(a) General Store (b) Pan Shop


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(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?




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




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

(a) 200ml (b) 300ml

(c) 500ml (d) 1000ml

(d) 1500ml

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

branded soft drink?

(a) Yes (b) No

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

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


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

(e) 35-45 (f) 45 above

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

(a) Very high (b) High

(c) medium (d) low

(e) Reasonable

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

drinks?

(a) Yes (b) No

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

(a) Television (b) Magazine/Newspapers

(c) Display (d) Hoardings

(e) campaign

Q. no. 11 Do you think that aggressive advertisement further increase the sales

volume of frooti?

(a) Yes (b) No

(c) No reply

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

(a) Free bottle scheme (b) Prize

(c) Discount creates (d) Others

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

(a) New scheme (b) Advertisement


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(c) Regular supply (d) Credit facilities

(e) Refrigeration system

Q. no. 14 Which companys 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

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%


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price level * age group Crosstabulation

Count

age group

Total5-15 15-25 25-35 35-45

pricelevel

veryhigh

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

Chi-Square Tests

Value df

Asymp. 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


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Chi-Square Tests

Value df

Asymp. 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.


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QUESTIONAIREQ. 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

Interpretation-

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.

0

5

10

15

20

25

30

3540

45

General store Pan shop Sweet shop Canteen

Percentage(%)

Percentage(%)


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





Frooti 175 87.5

Maaza 150 75

Slice 90 45

Jump in 70 35

Dabur Real 60 30

Others 45 22.5

Interpretation-

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.

0

10

20

30

40

50

60

70

80

90

Frooti Maaza Slice Jump in Dabur

Real

Real

percentage(%)

percentage(%)


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Q. no. 3 Which brand is the nearest competitor of frooti brand in your openion?

(a) Dabur Real (b) Maaza


(e) Others.


Dabur Real 13 6.5

Maaza 84 42

Slice 75 37.5

Jump in 25 12.5

Others 03 1.5

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.

0

5

10

15

20

25

30

35

40

45

Dabur Real Maaza Slice Jump in Others

Percentage(%)

Percentage(%)


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





Frooti 60 30

Maaza 54 27

Slice 40 20

Jump in 16 08

Dabur Real 20 10

Others 10 05

Interpretation-

0

5

10

15

20

25

30

Frooti Maaza Slice Jump in DaburReal

Others

Percentage(%)

Percentage(%)


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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)


200ml 195 97.5

300ml 120 60

500ml 190 95

1000ml 60 30

1500ml 70 35

0

10

20

30

40

50

60

70

80

90

100

200ml 300ml 500ml 1000ml 1500ml

Percentage(%)

Percentage(%)


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Interpretation-

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 200mland 500ml.

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

branded soft drink?

(a) Yes (b) No


Yes 170 85

No 30 15

Interpretation-

85%

15%

Percentage(%)

Yes

No


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In the market the maximum customer know about the branded soft drink so this

is advantage for the soft drink brand in the market.

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


5-15 42 21

15-25 58 29

25-35 48 24

35-45 32 16

45 above 20 10


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Interpretation-

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


Very high 24 12

High 70 35

medium 51 25.5

low 36 18

Reasonable 19 9.5

0

5

10

15

20

25

30

5 to 15 15 to 25 25 to 35 35 to 45 45 above

Percentage(%)

Percentage(%)


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Interpretation-

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 softdrinks?

(a) Yes (b) No


Yes 145 72.5

No 55 27.5

0

5

10

15

20

25

30

35

very high high medium low very low


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Interpretation-

If the price of the soft drinks will reduced then the sales will be increase as per

the given data.

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

(a) Television (b) Magazine/Newspapers

(c) Display (d) Hoardings

(e) campaign

72%

28%

Percentage(%)

Yes

No


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Television 75 37.5

Magazine/Newspapers 40 20

Display 30 15

Hoardings 25 12.5

campaign 30 15

Interpretation-

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

0

5

10

15

20

25

30

35

40

Percentage(%)

Percentage(%)


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Free bottle scheme 86 43

Prize 45 22.5

Discount creates 55 27.5

Others 14 07

Interpretation-

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

0

10

20

30

40

50

Free

bott

Organisationl Structure of Frooti

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