AT

SWASTIK FRUIT PRODUCT PRIVATE LIMITED

TATISILWAI, RANCHI-835103
JHARKHAND

SUBMITTED BY:-
PURUSOTTAM KUMAR
PGDM-IB 2nd sem. (2009-2011)
SMS VARANASI (U.P)
 ACKNOWLEDGEMENT

It gives me immense pleasure for pursuing on the

topic”Competitive analysis of FROOTI and its competitors”.

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 discussion &
giving necessary advices and guidance.

It is my glowing feeling to place on record my best

regards, deepest sense of gratitude to Mr. Rajeev Ranjan Bakshi
(Head Marketing Manager) and Mr. Sashi Shekhar Da (Depot
Head Incharge) for their judicious and precious guidance which
were extremely valuable for my study both theoretically and
practically.

Place: Signature:

Date: Name of the student:

PURUSOTTAM KUMAR
PGDM-IB/04/34
 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 . 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:

PURUSOTTAM KUMAR
PGDM-IB/04/34
SMS VARANASI (U.P)
 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 each and 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.

PURUSOTTAM KUMAR
PGDM-IB/04/34
 INTRODUCTION
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.

CHAIRMAN'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
To 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.

OBJECTIVE
To be partners in progress by assisting our clients in optimizing their
potential to achieve 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 Chauhan
Director, 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 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 .

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.

The promotional budget for the company is also being enhanced to

penetrate into newer markets, said Chauhan. In 2008, the company has
decided to spend Rs 250 million for promoting our basket of products and
the advertising spend will go up by another 15-20% in 2009, added
Chauhan.
 COMPANY PROFILE

COMPANY NAME : SWASTIK FRUITS PRODUCT PVT.LTD

COMPANY PROFILE : SALES AND MANUFACTURER

ESTABLISHED IN : 2004

MANAGING DIRECTOR: BINAY SARAWGI

Mr. Binay Sarawgi is B. Sc. is having 22 years of experience with the

group and is responsible for the general administration, finance and
trading activities of the group Companies. He is also responsible for the
franchise units of Frooti, Appy Fizz and Bailey mineral water.

Mr. Binay Sarawgi was born on 25th April 1964 at Ranchi in a

respectable Jain (Aggarwal) family.He is the youngest son of Shri
Hanuman Sarawgi, a renowned Philanthropist and a well known social
leader. He completed his education from St. Xavier's School and Ranchi
College, Ranchi. for more..... The Telegraph

LOCATION

MAIN OFFICE : SWASTIK HOUSE, UPPER BAZAR,

GANDHI CHOWK, RANCHI
(JHARKHAND)

MARKETING DIV : SWASTIK CHAMBERS, 3rd FLOOR,

GOPAL COMPLEX, RANCHI

MANUFACTURING UNIT:
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)
• 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
SWASTIK LOGO:
INDUSTRY PROFILE OF SWASTIK GROUP
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.

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
• 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.

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'.

SWASTIK GROUP
An ISO 9001-2008

S wa s ti k Aqua Ltd.

S wa s ti k Cok e Pv t. Ltd.

S TI Ma r k e ti ng Pv t. Ltd.

S wa s ti k G l obal P v t. Ltd.

S wa s ti k S ofte c h Pv t. Ltd.

S wa s ti k O ve r se as P v t. Ltd.

S wa s ti k For gi ngs Pv t. Ltd.

S wa s ti k Fr ui ts Pr oduc ts Ltd.

S wa s ti k Tr a des & I ndus tr i e s

P owe r m ec h (I ndi a ) Pv t. Ltd.

Hi gh- P oi nt Re nde l (I ndia ) Ltd.

Promoters
CHAIRMAN: H. P. Sarawgi
DIRECTORS
• Bishwa Nath Sarawgi

• Binod Sarawgi

• Bijay Sarawgi

• Binay Sarawgi

• Richa Sarawgi

• Aditya Sarawgi
• Abhay Sarawgi

Promoters
HANUMAN SARAWGI
CHAIRMAN
SWASTIK GROUP OF COMPANIES
SWASTIK HOUSE, GANDHI CHOWK,
UPPER BAZAR, RANCHI - 834001
JHARKHAND.

Born at Ranchi in a respectable Jain (Agarwal) family. He had his

education in Ranchi Zila School & St. Xavier's College, Ranchi. He
played a significant and important role in organising and managing large
number of Educational, Cultural, Social, Medical, Service, Sahitya, Art &
Trade Organisations. for more.... The Telegraph , The Pioneer

He has received many recognition, citations & Awards including SAMAJ

RATNA, Hony. Degree of D.R.Lit.
Presently Holding The Following :
Life Trustee
Marwari Siksha Trust
Ratanlal Jain Charitable Trust
Hanuman Sarwagi Charitable Trust
 ORGANISATIONAL STRUCTURE

An organizational structure is a mainly hierarchical concept of

subordination of entities that collaborate and contribute to serve one
common aim.
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 allows the expressed allocation of
responsibilities for different functions and processes to different entities
such as the branch, department, workgroup and individual. Individuals in
an organizational structure are normally hired under time-limited work
contracts or work orders, or under permanent employment contracts or
program orders
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

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
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.
Management styles are characteristic ways of making decisions and
relating to subordinates. Different management styles can be employed
dependent on the culture of the business, the nature of the task, the nature
of the workforce and the personality and skills of the leaders. This idea
was further developed by Robert Tannenbaum and Warren H. Schmidt
(1958, 1973).who argued that the style of leadership is dependent upon
the prevailing circumstance; therefore leaders should exercise a range of
management styles and should deploy them as appropriate.
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

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.
Centralized system, is one in which most communications are routed
through one or more major central hubs. Such a system allows certain
functions to be concentrated in the system's hubs, freeing up resources in
the peripheral units. Another benefit of centralization is the ease of
maintaining accurately updated lists of data that can be easily accessed
from all points. Centralization's weaknesses are centered on the system's
heavy reliance on a few central components; if the system's hubs are put
out of operation, either accidentally or through hostile action, the system
and its peripheral components are severely affected

TURN OVER OF KOKAR DEPOT RANCHI

Year Turnover (in crore)

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
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.
Our drinks are made available in Tetra Packs and Pet Bottles which
retains the freshness of the drink for a long time. The special technology
used in the packaging keeps the drink fresh for a longer period of time.
Owing to all these reasons, our products have been awarded with ISO
certification. Thus we are engaged in providing the new generation
consumers with healthy and delicious drink to refresh.

Future product that launch the Swastik Fruits Product pvt. Ltd. Next
year
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.
Products are:-
Frooti
Brand: Frooti
Past 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 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

‘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’.
Agency’s take:

Anu Joseph, Senior Creative Director, Creative land Asia said, “Frooti is
a 25-year-old brand. Considering that advertising itself has evolved
tremendously in this period, it is but natural for Frooti’s communication
to have undergone change. Frooti was one of the first brands that moved
to Creative land Asia. The first thing we did was to conduct a qualitative
research using our knowledge and research teams to understand the
position of the brand in the market and in the minds of the consumer.”

We realized that Frooti was faced with a unique situation. While most
people loved it as kids, when they grew up they felt Frooti was for the
younger lot. What followed was a complete revamping exercise. An
exercise that was mindful of the fact that it was an iconic brand that we
were dealing with; and that ‘Mango Frooti, Fresh n Juicy’ has been one
of the most memorable jingles that this country has heard. In our pursuit
of finding the acceptance of adults, we couldn’t alienate the child. In the
summer of 2009, we launched the thought 'Why Grow Up' to turn the
problem on its head, while keeping our loyalist kids well within our
realm. Continuing with the same idea for the packaging and to connect
better with the youth, we designed 'Mango Emoticons' or 'Mangoticons'
and put them on the Frooti pack. Right now, there are packs with 21
different Mangoticons in the market. Everything that Creative land has
been doing on the brand since then has been centered on 'Why Grow Up'.
From the television commercial to on-ground and online activities to the
little sticker that goes on to the packs, every piece of communication has
delivered to strengthen the theme.”

Frooti is a beverage of Parle Agro Pvt. Ltd., Mumbai manufactured at its

franchise Swastik Fruits Product Pvt. Ltd., Tatisilwai, Ranchi. The
beverage is prepared from mango, which is sweet in taste & yellow in
color. A popular mango drink, that’s been around since 1985. And rated
as India’s Most Trusted Fruit Beverage Brand*. It is the brand’s unique
ability to change that has kept it true to its essence, “Fresh ‘n’ juicy.”
From its launch as a tetra pack, through the PET, triangular shaped pack
to the recently launched multiple mango icon packs reflect just that. The
playful and naïve nature of the brand has helped it gain great acceptance
with the young and the old, time and again. Little wonder that even after
24 yrs Frooti remains the most preferred mango drink, the world over.
*according to
ICMR,2009.

STEPS INVOLVED IN FROOTI PREPARATION

1. Blowing of bottle.

2. CIP & Sterilization of plant.

3. Batch making.

4. Pasteurization of batch.

5. Rinsing, filling & capping.

6. Cooling and drying.

7. Inkjet coding and labeling.

8. Cartooning & storing

 1. Blowing of bottle

Preformed bottle for Frooti, comes Parle agro, production of bottles with
the help of sidle blowing machine and compressed air, bottle formed at
the rate of 1855 bottle/hr. Volume of bottle formed for Frooti production
is of 200ml, 250, 300ml, 500ml, 1litre and 1.5ltr.
2. CIP & Sterilization of plant

The literal meaning of CIP is clean in place. This process is carried out
Regularly per day and after and before production, it also carried out even
when a break in production occurs. The time taken in doing CIP varies
from 4hrs to 6hrs.CIP done at each place/path from the beverage have to
be stored or passed. The following system/tank where beverage passed
should be clean by CIP are namely -
1. CIP of blending tank, Ready beverage tank.

2. CIP of pasteurizer system.

3. CIP of chiller (in case of TCA), filler.

CIP uses mainly caustic (NaOH) of strength 1.5%, for carrying out CIP,
particular system should be connected with CIP. The motor of CIP
maintain flow rate of 1800 liter/minute.
Steps involved in CIP process
Chiller is OFF in these steps
• Pipe line flush with DM water.

• Hot water (80 – 85˚ C)

• Hot caustic soda (85˚ C) flows

• DM water flush

Using Phenolphthalein indicator for checking the caustic is cleaned or

not.
• Hot water flow regulate for 30 minuets.

Chiller is ON in this step

• DM Water flush

Sterilization of plant is done for one hour with hot water at 85˚ C,
Sterilization is done in CIP mode to prevent water entering in product
line. Filling machine is always in rotation during sterilization.
The Following Path of Product are Sterilized at Each Cycle –
 • Product Line

• Chiller

• Filler

• Pasteurization

• Floor is sterilized by cleaning using Tipol detergent and hot

water

4. Batch Making

• Mango pulp preparation

• Sugar syrup preparation

• Beverage preparation

1. Mango Pulp Preparation

Requirements – Mango Pulp, Bases, Product Water, Citric Acid.

• Mango Used in beverage preparation is Totapari variety.

• Mango pulp comes in a tin pack of 5 – 5.5 kg & in drum pack.

• Pulp weight approx – 5.25 & 212 kg respectively in Tin &

Drum pack.

• This can be preserved for about 1 years.

• Volume of 1 batch beverage is 1327 liter. It consist of 215 kg.

Pulp & 230 liter sugar syrup depending upon the brix.

• Other ingredients in one batch is –

1. Product water

2. Citric acid depending upon acidity of beverage.

3. 1 bottle base A

4. 1 packet base C

5. 1 packet base D
 • Beverage has ¾ water and ¼ th other ingredients.

2. Sugar Syrup Preparation

• Sugar syrup preparation tank has capacity of 4000 ltr.

• Sugar syrup for 18 batches can be prepared at a time.

• 182 kg. Dry sugar is added for 1 batch. Water added ti it’s 60%
of 182 kg for 1 batch.

Process
• Water is 1st heated to 60˚C - 65˚C.Dry sugar is then added.

• Citric acid – 0.5%, Indi flow – 0.1%, and Activated carbon –

0.05% is added.

• Steer mixing temperature of above mixture is maintained up to

85˚C.

• From sugar syrup preparation tank syrup passes through filter

press machine.

• Buffer tank capacity 150 ltr contains 6 kg. Indi flow dissolved
in 100 lit – 120 ltr water.

• Filter press machine contains 38 filter papers.

• Indi flow of buffer tank when passes through the filter paper,
forms a layer over the filter paper.

• After which when sugar syrup passes through the filter press
machine, the activated carbon of the syrup forms a layer over
indi flow of filter paper.

• This unit then filters sugar syrup and removes all dissolved
impurities.

• The filtered Sugar then passes through chiller which drops its
temperature from 85˚C to 37˚C.

• This is then stored in sugar syrup storage tank.

 • This sugar syrup should have the refract meter reading ranging
between 55 - 60˚ brix.

The quantity of sugar syrup (in ltr.) added in Frooti preparation depends
upon the brix of the sugar syrup which is as follows –
Sugar Solution Brix Volume Used (L/Batch)
50 289
51 282
52 276
53 269
54 263
55 257
56 252
57 246
58 241
59 235
60 230
61 226
62 221
63 217
64 212
65 208
66 204
67 200
68 196
69 192
70 189

3. Beverage Preparation

• Mango pulp along with sugar syrup is taken into beverage

blending tank capacity 4000 liters fitted with aerators having
1440 rpm.

• 3 batches are prepared at a time. Therefore total pulp required is

645 kg. Obtained from 123 tin canes. Total syrup required is
690 litres.

• Accordingly other ingredients are added called NABB (Non

Alcoholic Beverage Base).

• This mixture should have refract meter reading 15 ± 0.2˚ brix.

• This is then homogenized through homogenizer.180 bar (2500

psi) pressure is maintained in homogenizer.
 • Homogenizer breaks the fibers and mixes all the ingredients in
beverage to the size of microns.

• This homogenized mixture is transferred to ready beverage

TCA tank.

• In case of Hot Fill, the blending tank mixture is added with 3

packet of hot fill base and then homogenized. This is kept in
ready beverage hot fill tank.

• Acidity of final beverage is maintained to 0.32 with help of

citric acid.

4. Pasteurization of batch

Pasteurizer is basically a PHE with a holding coil. Holding coil holds the
beverage for 45 sec at 95˚C, the flow rate is 1800 ltr/hr – 3000 ltr/hr of
beverage is controlled by a flow meter. Three basic requirements for
running the pasteurizer are –
Air – 6 kg/cm².
Water – 1.5 bar.
Steam – 4kg/cm².
Two separate pasteurizer are employed for hot filling and cold filling.

PHE of hot fill pasteurizer has 4 sections namely –

• Preheating section

• Main heating section

• Regeneration Section

• Cooling Section

PHE of cold fill i.e. for TCA has one more section i.e. Chilling Section
Ready beverage tank
 Balance Tank

PHE (Preheating Section)

Deaerator

PHE (Main Heating Section)

Holding Coils (45 Second)

PHE (Regeneration Section)

PHE (Cooling Section 72˚C )

Chilling Section (26˚C) Hot fill filler

TCA Filler
Heating temperature is 95˚C.Filling temperature for cold filling is 27˚C
and hot filling is 72±2˚C.

5. Rinsing, Filling, & Capping (Filler)

Filling is done in counter pressure filter. Empty bottles are rinsed prior to
filling with 0.02% p-3 oxania solution. Capping is done by applying
torque by machine. Filling of beverage done in two different types of
filler –
(a) Hot fill filler : After pasteurization temperature of beverage should
be maintained about 70˚ to 74˚ C before filling. Therefore it’s a hot
filling process. Hot fill is done mainly to prevent beverage from
contamination.

(b) TCA (Tetra Classic Ascetic) Filler : Paper used in TCA pack is
obtained from TetraPaks company. This pack consist of 6 layers
which has laminated aluminum foil. Packaging sheet is first
sterilized by H2O2 and filling is done in presence of hot sterilized
air. Filling temperature of beverage is 20 - 25˚C.Therefore
beverage is chilled to this temperature after pasteurization.
Capacity of TCA pack is 65 ml and two type of sealing is done in
TCA pack which is longitudinal and transversal sealing. Production
capacity of TCA pack is 13,200 packets/hour. The tetra pack is
mainly composed of six layers these are –
 1. Polythene layer

2. Adhesive layer

3. Alfold layer

4. Printing layer

5. Adhesive layer

6. Printing layer

Test for Tetra Pack Packing :

• Transversal Test

• Longitudinal strip Test

• Conductivity Test

6. Cooling and Drying

After beverage filling in hot fill filler the packed bottle is passed through
cooling tunnel which drops its temperature to about 37˚C.This is done so
as to prevent bottles from getting deshaped due to heated brewage. After
cooling, the bottles have a lot of water droplet on its surface. Removal of
this droplet is necessary for proper labeling and coding .Drying is
achieved by use of high velocity air, supplied by blower and air knives.
7. Inkjet coding and labeling
Inkjet coding is done by special type of ink. The format is as given below
–
Best Before (BB) dd/mm/yy
Manufacturing (Mfg) dd/mm/yy
M.R.P. Rs XX/- Product Code A/B
The plastic labels come from the paper product limited, get shrink in
warm chamber due to high temperature 215˚C.
Good and clear impression of coding and wrinkle free labeling is
acceptable.
8. Cartooning & Storing
As there is production of Appy Fizz occurs in three volume. For each
volume there is different carton available. For e.g –
Bottle Volume Carton Capacity
200 ml 24 pc
500 ml 24 pc
1000 ml 12 pc
1500 ml 08 pc
 Tetra pack(65 ml) 80 pc

Appy Fizz
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

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.
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 MRP/CS MRP/PC
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

 Frooti 65 ml TCA Frooti Pet 200 ml
01 03

Frooti 500 ml Frooti Pet 1000 Frooti 1500 ml

04 ml 06
05

PRODUCT LINE OF APPY FIZZ AND ITS DETAIL –

APPYFIZZ BOTTLE/CASE COST PER MRP/CS MRP/PC

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

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'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 scattered 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 centers etc.

• HOME MARKET: outlets in this market cater to people buying

predominantly for home consumption, either by case or loose
bottles.

• AT WORK MARKET: outlets in this market people working in

office, factories etc. an attempt is also made to make soft drinks
readily and conveniently available all day long while people are
actively working.

2. PROMONTIONAL ACTIVITIES
Sales promotion is key ingredient in marketing campaigns, consists of a
diverse collection of incentive tools. Mostly short-term design to
stimulate 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

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 200 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.

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

1990-91 – 1996-97 13.8%

1996-97 – 2001-02 14.2%

2002-2009-10 14.%5

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 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

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

 Threats from local assemblers

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 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
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

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.
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).
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.
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.
 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 Retailers in Ranchi city.

SAMPLE UNIT: Retailers

SAMPLING METHOD: Convenience Sampling Method

STATISTICAL TOOLS USED FOR ANALYSIS: Table, Charts,

Graphs and pie- charts.

 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: Quantitative research is used widely in social

sciences such as sociology, anthropology, and political science. Research
in mathematical sciences such as physics is also 'quantitative' by
definition, though this use of the term differs in context. In the social
sciences, the term relates to empirical methods, originating in both
philosophical positivism and the history of statistics, which
contrast qualitative research methods. Qualitative methods produce
information only on the particular cases studied, and any more general
conclusions are only hypotheses. 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

• 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

Quantitative methods are research techniques that are used to gather

quantitative data - information dealing with numbers and anything that is
measurable. Statistics, tables and graphs, are often used to present the
results of these methods. They are therefore to be distinguished
from qualitative methods.

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, 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.

In short descriptive research deals with everything that can be counted

and studied. But there are always restrictions to that. Your research must
have an impact to the lives of the people around you. For example,
finding the most frequent disease that affects the children of a town. The
reader of the research will know what to do to prevent that disease thus;
more people will live a healthy life.

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.
 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 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.

• 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.

• Respondent can read all questions beforehand and then decide

whether to complete or not. For example, perhaps because it is too
long, too complex, uninteresting, or too personal.

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:

• 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

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.

Charts are often used to ease understanding of large quantities of data and
the relationships between parts of the data. Charts can usually be read
more quickly than the raw data that they are produced from. They are
used in a wide variety of fields, and can be created by hand (often
on graph paper) or by computer using a charting application. Certain
types of charts are more useful for presenting a given data set than others.
For example, data that presents percentages in different groups are often
displayed in a pie chart, but may be more easily understood when
presented in a horizontal bar chart. On the other hand, data that represents
numbers that change over a period of time might be best shown as a line
chart.

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.

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.

The pie chart is perhaps the most ubiquitous statistical chart in the
business world and the mass media. It can also help people do work.
However, it has been criticized, and some recommend avoiding it ,
pointing out in particular that it is difficult to compare different sections
of a given pie chart, or to compare data across different pie charts. Pie
charts can be an effective way of displaying information in some cases, in
particular if the intent is to compare the size of a slice with the whole pie,
rather than comparing the slices among them. Pie charts work particularly
well when the slices represent 25 to 50% of the data, but in general, other
plots such as the bar chart or the dot plot, or non-graphical methods such
as tables, may be more adapted for representing certain information.
 ANALYSIS AND
INTERPRETATION
 QUESTIONAIRE ANALYSIS
Q. no. 1 Type of outlet.

Option No. of respondent Percentage

Class A outlet 80 40
Class B outlet (General 50 25
Store)
Class C outlet (Pan Shop) 46 23
Class D outlet (Canteen) 10 05
Modern Trade outlet(Mall) 14 07
40
35
30
25 classA
Class B
20
classC
15 Class D
10 Modern trade

5
0
percentage

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

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

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

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

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.

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

Interpretation-
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?

Option No. of respondent Percentage
200ml 195 97.5
300ml 120 60
500ml 190 95
1000ml 60 30
1500ml 70 35

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 200ml and 500ml.

Q. no. 6 Do the customer know the difference between branded and non
branded soft drink?
Option No. of respondent Percentage
Yes 170 85
No 30 15

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.

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

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

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

Option No. of respondent Percentage

Very high 24 12
High 70 35
Medium 36 18
Low 19 9.5
Reasonable 51 25.5

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
soft drinks?

Option No. of respondent Percentage

Yes 145 72.5
No 55 27.5
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?

Option No. of respondent Percentage

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?

Option No. of respondent Percentage

Yes 120 60
No 45 22.5
No reply 35 17.5
Interpretation-
Aggressive advertisement is the beneficial promotional activities for the
sale promotion. Maximum retailers are agreeing from the aggressive
advertisement.

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

Option No. of respondent Percentage

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?

Option No. of respondent Percentage

New scheme 180 90
Advertisement 60 30
Regular supply 120 60
Credit facilities 90 45
Refrigeration system 130 65
Interpretation-
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?

Option No. of respondent Percentage

Frooty 55 27.5
Maaza 75 37.5
Slice 50 25
Not anyone 20 10
Interpretation-
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?

Option No. of respondent Percentage

Yes 115 57.5
No 45 22.5
No reply 40 20
Interpretation-
Mostly retailers are satisfied with company provided freeze.

Finding/Conclusion

1. 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.
2. 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.

3. According to the retailer the nearest competitor of Frooti is the

Maaza and Slice.

4. Other soft drink are the Jump in and other local fruits juice.

5. 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.

6. The maximum selling of the bottle and TCA pack is in 200ml,

500ml, and 1000ml. So the best preferred size is 200ml and 500ml.

7. In the market the maximum customer know about the branded soft
drink so this is advantage for the soft drink brand in the market.

8. 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.

9. According to the mostly retailer opinion the price of soft drink is

high so the

10.Branded company need to change the price of the soft drink that
helps to increase the sales.

11.If the price of the soft drinks will reduced then the sales will be
increase as per the given data.
12. 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.

13.Aggressive advertisement is the beneficial promotional activities

for the sale promotion. Maximum retailer are agree from the
aggressive advertisement.

14.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.

15.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.

16. 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.

17.Mostly retailers are satisfied with company provided freeze.

 SUGGESTION

 Need improvement in supply and distribution during the summer

season.

 It should provide some extra scheme for retailer and salesman.

 It should provide board, banner, and other advertising tools to the

retailers.

 A.G.M should also visit at regular interval in the small area.

 The salesman should be trained to be friendly with retailers.

 Monitoring should be continued every time so the entire market

can be covered.
 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.

 BIBLIOGRAPHY

Websites:

 www.google.com

 www.wikipedia.com

 www.swastikgroup.org

 www.parleagro.com

Books:
 Statistical Method by S.P.Gupta.

 Research Methodology by C.R.Kothari.

 Methodology of research in social sciences by Krishna swami.

 ANNEXURE
QUESTIONNAIRE

Questionnaire of Survey Project on “Competitive analysis of Frooti and

its Competitor in Ranchi City”
Dear sir/Madam,

I PURUSOTTAM KUMAR student of PGDM-IB (2 nd semester),

School of Management Sciences, Varanasi 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.:

QUESTIONNAIRE

Q. no. 1 Type of outlet.

(a) A class outlet (b) B class outlet
(c) C class outlet (d) D class outlet
(e) Modern trade outlet.
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?
(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

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