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I am also thankful to my family, friends, teachers and staff who have been of
great help and support in completion of this report.
I feel there is ample scope of improvement upon the work of this nature and
shall be thankful if any suggestion is offered for its improvement.
TABLE OF CONTENTS
Chapter Page
No Title No
A List of Graphs
B List of Tables
1 Executive Summary 1
1.1 Scope of the Study 5
1.2 Objective of the Study 5
1.3 Research Methodology 6
1.4 Literature Review 7
2 Introduction 23
2.1 Non Carbonated Soft Drink Industry in India 23
2.2 What is Beverage? 25
Beverage Industry in India
2.3 29
2.4 What’s in Soft Drink? 32
3 About the Industry 41
3.1 Indian Beverage Market 43
3.2 Study of growth of Soft Drink Market 46
4 Company Profile 53
4.1 Coca-cola 53
4.2 Pepsico 58
4.3 Parle Agro 62
5 Players in Mango Drink Segment 66
5.1 Frooti 66
5.2 Maaza 69
5.3 Slice 71
6 SWOT Analysis 74
6.1 SWOT Analysis of Mango Drink in India 75
6.2 SWOT Analysis of Maaza 76
6.3 SWOT Analysis of Slice 77
6.4 SWOT Analysis of Frooti 78
Differential analysis of Mango Drink according to price
6.5 in the Market 79
7 Marketing Mix of Frooti, Maaza and Slice 82
8 Data Analysis and Findings 90
9 Recommendations and Suggestions 124
10 Conclusion 125
11 Bibliography 126
12 Annexure 127
LIST OF GRAPHS
LIST OF TABLES
EXECUTIVE SUMMARY
EXECUTIVE SUMMARY
Non aerated Mango drinks like Frooti (Parle Agro Co.), Jumpin (Godrej
Industries Ltd), Maaza (Coca Cola Co.), Dukes Mangola and Slice (PepsiCo
Inc.) are very popular in India. Many other local brands are also available.
Alphonso mangoes are mostly exported from Ratnagiri and sindhudurg
districts of Maharashtra.
Here main three mango drinks giants Coca Cola, PepsiCo & Parle Agro
marketed their mango drinks i.e. Maaza, Slice & Frooti respectively. India's
mango obsession might be as old as the fruit but the business opportunities it
is creating for food processing sector is something that has never happened
before. While mango drink brands like Coca-Cola (Maaza), Pepsi (Slice),
Dabur (Real Mango juice) and Parle Agro (Frooti) are promoting the
category with new marketing and advertising campaigns.
New capacities, driven by the mango juice and drink segment, are being
added even as the industry consolidates itself. The total domestic processing
capacity for the king of fruits has gone up many times in the past two years
and now is estimated at 15,000 tonnes per day during the season. The
demand for processed Indian mango products is growing by about 25% in
both the domestic and the export markets.
Similarly Coca-Cola, whose product ‘Maaza’ is said to have more than 35%
market share for mango drinks in India. The demand for this mango all over
India is abnormal. Anybody can’t forecast the exact demand & growth of
this mango drinks eying on market. India is the world's largest mango
producer, accounting for more than 50 per cent of the world's output in
2012.
A) DATA COLLECTION
1) Primary Source
Consumers
2) Secondary Source
Website
Magazines and Newspapers
B) RESEARCH INSTRUMENTS
Questionnaire
C) SAMPLING PLAN
1) Sampling Unit: Who is to be surveyed?
Urban Consumers
2) Sample Size: How many people to be surveyed?
100 Units (of all age groups)
3) Sampling Procedure:
Convenience Sampling
Literature Review
ARTICLE NO. 1
In India, Slice has come up with a unique opportunity for its consumers - an
unmatched experience providing "Pure Mango Pleasure," and a special
surprise in each of its glass bottles. Through this unique interactive
promotion – "Katrina ka number, crown ke under" (Katrina’s number, under
the crown) – consumers can win a date with Bollywood’s leading actress
and Slice brand Ambassador Katrina Kaif.
Every Slice cap features a mobile number which consumers can call and, if
they're lucky, they win a date with Katrina. One winner will win a date every
day through March 31. Other prizes include collectible Slice
merchandize and personalized digital wallpaper.
“Slice is all about the indulgence that is bottled in every single pack, and the
concept of this unique initiative is to offer an unforgettable experience to our
consumers via every bottle of Slice" said Homi Battiwalla, executive vice
president, Colas, Hydration & Mango-based Drinks - PepsiCo India. "We
have focused extensively on building engagement with our consumers via
exciting experiences planned online and on-ground, including radio
integrations, an interactive outdoor campaign with web interfaces and larger-
than-life ‘Katrina in a Slice bottle’ installations, among others."
Article no. 2
The Coca-Cola system has already invested over US$2 billion in India since
it re-entered the country in 1993, and currently it directly employs more than
25,000 people. The system is estimated to have created indirect employment
for more than 150,000 people in related industries through its vast
procurement, supply chain and distribution system. The investments
announced today by Coca-Cola will further catalyze economic growth and
create new opportunities for the local community.
Atul Singh, President & CEO, Coca-Cola India and South West Asia, said,
"This investment is a part of our long-term commitment to invest in
innovation, partnerships and a portfolio of brands that will enable us to grow
our business in a sustainable and responsible way. In addition to our
infrastructure and capabilities, the new investment will also focus on
enhancing the consumer experience, building brand loyalty and contributing
to environmental sustainability and community development. Our India
business has been growing at a robust rate over the last five years, and our
goal is to continue this growth momentum. The country's demographics,
economic and social parameters are all huge drivers of growth and we have
to ensure that we capitalize on the opportunity."
The Coca-Cola Company has registered volume growth in India for the past
21 quarters, 15 of which have seen double-digit growth. Two of the
Company's core sparkling brands -- Thums Up and Sprite -- are the country's
top selling soft drink brands. Trademark Coca-Cola is one of our fastest
growing sparkling brands and Maaza is India's largest selling juice drink.
Coca-Cola was recently recognized as India's most trusted beverage brand in
Brand Equity's 2011 "Most Trusted Brands Survey," and Coca-Cola India
ranks among the top five most respected FMCG companies in India as
ranked in Business World's 2011 "Most Respected Companies Survey."
The Company and its bottling partners are strong supporters of education in
India through programs like the 'Coca-Cola NDTV Support My School'
campaign, which is aimed at creating more than 100 model schools in India.
The Company also supports sports programs to encourage active, healthy
living such as the Coca-Cola Under-16 Cup cricket tournament, the Coca-
Cola Mir Iqbal Hussain Trophy football tournament, Sprite Gully Cricket
and Sprite NBA Jam.
Worldwide, The Coca-Cola Company and its bottling partners are investing
nearly $30 billion over the next five years to support anticipated growth
across its system. These investments range from new manufacturing
facilities to new distribution systems to new marketing investments in
emerging economies. The Coca-Cola system currently employs more than
700,000 people worldwide, making it one of the world's top five private
employers.
Article no. 3
During the project's first phase, 200 demo farms between one and three acres
will use UHDP techniques for mango cultivation while also utilizing the
benefits of drip irrigation. This will improve farmers' annual income by
increasing per-acre yields while simultaneously decreasing the amount of
water used during mango production.
Coca-Cola India and Jain Irrigation each will invest USD$1 million in the
initial phase of the project, which will focus on select farms in the Chittoor
and Cudappa districts of Andhra Pradesh. This area is renowned for its
production of the Totapuri Mango, a key ingredient in Maaza, India's top-
selling mango drink.
The initial demo farms will showcase and train farmers on UHDP practices
under a capability-building program jointly managed by Coca-Cola
University and Jain Irrigation. Coca-Cola University's curriculum of training
programs in India includes "Parivartan," which has successfully trained
more than 70,000 traditional retailers through classroom teaching and a
customized, on-the-go training bus.
Article no. 4
The campaign for the mango drink is based on the thought that things that
people desire and love the most should be accessible to them, anytime and
anywhere.
"Moreover, the mango sellers' side of the story has been executed well, with
a good cast, which further makes it entertaining. Over all, the idea of the
commercial works and is also a welcome departure from the last 'wannabe
commercial' Jaldi kya hai," he adds.
ARTICLE NO. 5
Continuing with its theme of 'Why Grow Up', Frooti's latest 'Crazy Mango
Fun' campaign takes to further engagement with an outdoor game show.
The shades are drawn. The ice buckets are out. The aroma of luscious
mangoes fills our senses. And, Frooti launches its new campaign as the
country waits eagerly to savour the king of fruits. After Frooti 'Slurpbox' and
the much popular 'Mango Surprise' campaign last summer, Frooti carries
forward the theme of 'Why Grow Up' this year.
This time around, it is a game show. The campaign - Crazy Mango Fun -
created by Creativeland Asia with the team at Parle Agro, is a
conceptualised branded entertainment for viewers in the form of a mango-
themed outdoor game show.
For the game show, called Mango Slam Bam Bam Bam, a set with giant
mangoes was created with three mango-based games. Eight rigged cameras
on the set captured 150 contestants in the age group of 15-60 years trying
their hands at the games over a period of three days.
Multiple 30-second television commercials featuring the participants in the
games are being aired, currently. Ram Madhvani of Equinox Films has
directed the films.
"Madhvani and I often joked after the shoot that maybe we should retire and
do game shows," Kurup quips.
"Nobody has the time for verbal gymnastics. We are the market leaders and
we want to head confidently and demonstrate the same. That is the genesis
of 'Why Grow Up'," he adds.
"We are not just looking at a stand-off film, but at interaction. The best work
in advertising is one that goes beyond the usual and becomes a part of
popular culture. With the Frooti campaign, the biggest challenge for me was
to create the atmosphere outside the camera that would capture the emotions,
the overwhelming craziness inside it," he says.
"My job was not just about placing the cameras, but to capture the reality -
the mood - to get people to react spontaneously and be themselves,"
Madhvani adds.
Frooti is also tying up with a youth channel to run the content as a branded
game show and a bigger blast is expected during the IPL.
Nadia Chauhan, joint managing director and chief marketing officer, Parle
Agro, says, "We have the advantage of using innovation in our
communications. The new TVC is radical in its approach, taking this
innovative reality TVC format to a whole new level that will help us
communicate the brand philosophy of 'Why Grow Up' and connect with
consumers across age groups."
The campaign has evoked mixed responses from industry experts. While the
strategy that facilitates large scale engagement has been welcomed and
much appreciated, the films have met with slight criticism, as well.
Brijesh Jacob, managing partner, White Canvas, is of the view that the films
get a tad monotonous.
"As a format, the previous campaign was far more entertaining. The films in
this campaign, in the zone of fun games, get a bit repetitive after a few
watches. If you have seen one film, you feel you have seen them all. The
level to up the humour in some gets a little slapstick, too," says Jacob.
However, he is all for the strategy, which he thinks works well for the brand
to stay on top of the mind.
"It is fantastic. There is only so much you can talk about with a product like
this. It is a low involvement category, and it is very important for the brand
to stay on the top of the consumer's mind. So, it is phenomenal for the brand
to take that higher ground," Jacob says.
"In this case, however, the advertising will be talked about much more than
the product. Do I feel like reaching out for a mango drink after watching the
ad? No! Will I be talking about the campaign? Yes! Right now, Frooti might
not have to bother with the campaign having such clutter breaking potential,
but Maaza and Slice are focussing on taste and craving. Hence, there is a
risk of the brand losing the taste association," adds Dabas.
CHAPTER NO. 2
INTRODUCTION
NON-CARBONATED SOFT DRINK INDUSTRY IN INDIA
AN OVERVIEW:
Fruit drink has to have minimum fruit pulp content of 10%, while Nectar
needs to have a minimum fruit pulp content of 25%. The total size of the
branded noncarbonated beverages in the organized segment is estimated at
Rs.500 crores. The Fruit drink segment is estimated at Rs.250-300 crores,
while the Juice market (Branded & Packaged) is estimated at Rs 150 crores.
The two key national level players in the juice segment are Tropicana and
Real. Real is the market leader with 55-60% market share. Tropicana has an
estimated share of 30-35%. Several local / regional brands also exist, besides
a huge unorganized sector.
The Juice category is the fastest growing segment at present, estimated to be
growing by 20-25% p.a. The fruit drinks category has also been witnessing
growth of around 5% p.a.
The main reason for this growth in the NCSD Category is the change of the
consumer preference from the carbonated to the non-carbonated soft drink
sector mainly due to increasing Health Awareness among consumers and the
Pesticide issue relating to Coke and Pepsi.
In the Fruit Drink segment, Frooti is the clear market leader with around
85% market share but in the NCSD category as a whole, its 12 share has
been declining because of the growth in Fruit Juice segment.
So, with the growth of the NCSD category, Frooti has to compete with all
the segments in this category to take a larger share of this growth.
BEVERAGE
What is beverage?
Types of beverage
Alcoholic beverages
Non-Alcohol beverages
Soft drinks
Fruit juice
Hot beverages
Other
1. Alcoholic beverages
Non-alcoholic variants:
Low alcohol beer
Non-alcoholic wine
Sparkling cider
3. Soft drinks
The name "soft drink" specifies a lack of alcohol by way of contrast to the
term "hard drink" and the term "drink", the latter of which is nominally
neutral but often carries connotations of alcoholic content. Beverages
like colas, sparkling water, iced tea, lemonade, squash, and fruit are among
the most common types of soft drinks, while hot chocolate,
hot tea, coffee, milk, tap water, alcohol, and milkshakes do not fall into this
classification. Many carbonated soft drinks are optionally available in
versions sweetened with sugars or with non-caloric sweeteners.
4. Fruit juice
5. Hot beverages
Coffee-based beverages
Cappuccino
Coffee
Espresso
Café au lait
Frappe
Flavored coffees (mocha etc.)
Latte
Hot chocolate
Hot cider
Mulled cider
Tea-based beverages
Flavored teas (Chai etc.)
Green tea
Pearl milk tea
Tea
Herbal teas
Yerba Mate
Roasted grain beverages
Sanka
6. Other
India is home to one of the most ancient cultures in the world dating back
over 5000 years. Beverages industry in India plays an important role in the
Indian FMCG market. It is an industry, in which the players constantly
innovate, in order to come up with better products to gain more market share
and to satisfy the existing consumers.
BEVERAGE
S
Alcoholic Non-Alcoholic
Carbonated Non-
Carbonated
The beverage industry is vast and there various ways of segmenting it, so as
to cater the right product to the right person. The different ways of
segmenting it are as follows:
The beverage market has still to achieve greater penetration and also a wider
spread of distribution. It is important to look at the entire beverage market,
as a big opportunity, for brand and sales growth in turn to add up to the
overall growth of the food and beverage industry in the economy.
Soft drinks have been part of the American lifestyle for more than 100 years.
Many of today’s soft drinks are the same as the first ones enjoyed in the
1800s.
Soft drink production begins with the creation of flavored syrup using a
closely-guarded company recipe. The syrup is mixed with purified water and
then carbonated by adding carbon dioxides gas under pressure. This
carbonation creates the “tingly fizz” that gives soft drinks a refreshing taste.
Like other foods, the ingredients that are used soft drinks are approved and
closely regulated by the U.S. Food and Drug Administration (FDA). All of
the ingredients used in soft drinks are found in a variety of other foods.
Water
Soft drink production starts with a pure source of water. Regular soft drinks
contain 90% water, while diet soft drinks contain up to 99% water. Drinking
water often contains trace amounts of various elements that affect its taste.
You have probably noticed that tap water tastes different in various regions
of the country. Bottlers use sophisticated filtering and other treatment
equipment to remove any residual impurities and to standardize the water
used to make soft drinks.
Carbon Dioxide
When dissolved in water, carbon dioxide imparts a unique taste. For that
reason natural sources of carbonated, or effervescent, mineral waters were
once highly prized. These rare mineral waters were also believed to have
beneficial medicinal properties. Efforts to make and sell “artificial
effervescent mineral water” were well underway in Europe and the U.S. by
1800.
It was the innovative step of adding flavors to these popular “soda waters”
that gave birth to the soft drink beverages we enjoy today. In the early days
of soft drink manufacturing, carbon dioxide was made from sodium salts.
This is why carbonated beverages were called “sodas” or “soda water.”
When you open a soft drink bottle or can, he “pop” you hear and the “fizz”
you see is the rapid escape of carbon dioxide gas caused by the sudden
release of pressure on the beverage.
Flavors
One of the most important ingredients in soft drinks is flavoring. Most soft
drink bottlers mix many individual flavors to create distinctive tastes.
Natural flavors in soft drinks come from spices, natural extracts and oils.
Fruit-flavored soft drinks such as orange and lemon-lime often contain
natural fruit extracts. Other flavors such as root beer and ginger ale contain
flavorings made from herbs and spices.
There are also some artificial or man-made flavorings used in soft drinks.
Nature does not produce enough of some flavors to satisfy world demand.
Also, some natural flavors are limited geographically and seasonally.
Colors
Many people don’t realize how important color is to taste perception. Color
affects our psychological impression of food. If you don ‘believe it, try
eating a familiar food in the dark. The colors used in foods and beverages
come from both natural and synthetic sources.
Caffeine
Caffeine has a classic bitter taste that enhances other flavors. It has been part
of almost every cola-and pepper-type beverage since they were first
formulated more than 100 years ago and has been enjoyed in coffee, tea and
chocolate beverages for centuries.
Even though some people feel the effects of caffeine are harmful, scientific
research has refuted these claims. The long history of caffeine’s use
confirms that it is safe when consumed in moderation. For people who wish
to restrict their caffeine, many caffeine-free soft drinks are available.
Acidulates
Similar to fruit juices and many other food products, most soft drinks are
slightly acidic. Acidulates add a pleasant tartness to soft drinks and act as
preservative. Some soft drinks contain a small amount of one or two
common foods acidulates – phosphoric acid and citric acid occasionally,
other acidulates such as malic acid or tartaric acid are also used.
Preservatives
Soft drinks do not normally spoil because of their acidity and carbonation.
However, storage conditions and storage time can sometimes impact taste
and flavor. For this reason, some soft drinks contain small amounts of
preservatives that are commonly used in many foods.
Potassium
Sodium
Because the names “soda pop”, “soda water” was associated with early soft
drinks, many people falsely believe that carbonated beverages contain
significant amounts of sodium. This is not true.
Sodium, in the form of various salts, is present in many natural and man-
made compounds. It is an essential mineral nutrient responsible for
regulating and transferring body fluids, as well as other important body
functions. Although an adequate daily intake of sodium is necessary for
good healthy, excessive consumption has been tied to high blood pressure in
some people.
Soft drinks are not significant sources of sodium in the diet. In fact, the local
drinking water supply used in making soft drinks contributes most or all of
the sodium. Small amounts of sodium in some soft drinks can also come
from other ingredients.
Soft drinks are classified by FDA as “low” or “very low” sodium foods.
Even people who are advised to restrict their intake of sodium by their
doctor can usually drink and enjoy soft drinks with their doctor’s approval.
Sodium-free soft drinks are available.
Sweeteners
Most regular (non-diet) soft drinks are sweetened with sucrose or high
fructose corn syrup, (HFCS0). A mixture of these sweeteners may also be
form sugarcane or sugar beets. HFCS is a newer and more convenient liquid
sweetener, similar to sucrose but made from corn. It is now use in many
prepared foods.
With either, the amount of sweetener in a soft drink ranges from 7 to 14%,
about the same amount as a glass of pineapple or orange juice. Both sucrose
and HFCS are easily digested carbohydrates, and carbohydrates are an
important part of the diet. They provide calories, which are the source of
energy for the body.
The popular class of beverages known as diet soft drinks is made possible by
the intensely sweet substances we refer to as “diet” or “low calorie”
sweeteners. Aspartame, saccharin, sucralose and a casual fame K are
approved for use in soft drinks today and sweeteners remains an active area
of food research. By choosing from a variety of different sweeteners,
manufacturers can blend sweeteners to match beverage formulations and
better appeal to all consumer tastes and preferences.
Aspartame
After many years of scientific testing, aspartame was first approved for use
in some foods in 1981, and for soft drinks in 1983. it has been reviewed and
approved, not only by the U.S. Food and Drug Administration (FDA), but
also by the governments of more than 60 countries and the World Health
Organization.
Saccharin
Saccharin has many desirable properties that make it a valuable food
ingredient. It is extremely sweet – about 300 times sweeter than sugar – and
contributes no calories. It is stable in foods and is metabolically inert, which
means that it goes through the body without changing. Finally, it is relatively
inexpensive.
Because of some concerns raised in the late 1970s, labels formally were
required on all products containing saccharin. It is now generally accepted
by academic scientists, the federal government’s National Toxicology
Program and various international health organizations that there is no risk
in consuming saccharin. The many years of saccharin use demonstrate not
only its popularity with soft drink manufacturers, but also with consumers.
Acesulfame k
Sucralose
Sucralose was approved by the FDA in 1998 for use in a wide variety of
food products including soft drinks. Sucralose is a low calorie, high-intensity
sweetener that is about 600 times sweeter than sugar. It is sold under the
brand name of “Splenda” Sucralose and sucrose (sugar) have been shown to
have similar taste and flavor profiles.
A number of other fascinating low-calorie sweeteners are currently
undergoing safety evaluations for future use. These include all-time, a
compound similar to aspartame that is remarkably 2,000 times sweeter than
sucrose and various naturally occurring plant derivatives, such as stevia and
thaumatin.
CHAPTER NO. 3
The beverage market is worth $55 billion worldwide. The tides are turning
for many beverage categories. While the carbonated soft drink and beer
categories are merely treading water with flat sales, the energy drink
category is surging ahead like never before.
Bottled water, ready-to-drink coffee, ready-to-drink tea and sports drinks
follow close behind with substantial sales increase- drinks without added
sugar, no beer, along with developments in juice drinks and dairy-based
drinks, are helping to turn around sales in these categories. What follows is a
category-by-category look at the state of the beverage industry, including the
top brands, new products, innovations and future trendsetters.
Do you know what type of new beverage consumers are most likely to try?
Do you know where they are most likely to pick those products up? Do you
know why?
The size of the Indian food processing industry is around $ 65.6 billion,
including $20.6 billion of value added products. Of this, the health beverage
industry is valued at $230 million; bread and biscuits at $1.7 billion;
chocolates at $73 million and ice creams at $188 million.
The three largest consumed categories of packaged foods are packed tea,
biscuits and soft drinks. The Indian beverage industry faces over supply in
segments like coffee and tea. However, more than half of this is available in
unpacked or loose form. Indian hot beverage market is a tea dominant
market. Consumers in different parts of the country have heterogeneous
tastes. Dust tea is popular in southern India, while loose tea in preferred in
western India. The urban-rural split of the tea market was 51:49 in 2000.
Coffee is consumed largely in the southern states.
The size of the total packaged coffee market is 19,600 tones or $87 million.
The total soft drink (carbonated beverages and juices) market is estimated at
284 million crates a year or $1 billion. The market is highly seasonal in
nature with consumption varying from 25 million crates per month during
peak season to 15 million during off-season. The market is predominantly
urban with 25 per cent contribution from rural areas. Coca cola and Pepsi
dominate the Indian soft drinks market. Mineral water market in India is a
65 million crates ($50 million) industry. On an average, the monthly
consumption is estimated at 4.9 million crates, which increases to 5.2
million during peak season.
Source: Euromonitor International 2009
STUDY OF GROWTH OF SOFT DRINK MARKET
SOFT DRINKS
Highlights
The soft drinks market consists of retail sale of bottled water, carbonates,
concentrates, functional drinks, juices, RTD tea and coffee, and smoothies.
However, the total market volume for soft drinks market excludes the
concentrates category. The market is valued according to retail selling price
(RSP) and includes any applicable taxes. Any currency conversions used in
the creation of this report have been calculated using constant 2010 annual
average exchange rates.
The Indian soft drinks market generated total revenues of $3.8 billion in
2010, representing a compound annual growth rate (CAGR) of 11% for the
period spanning 2006-2010.
Carbonates sales proved the most lucrative for the Indian soft drinks market
in 2010, generating total revenues of $1.9 billion, equivalent to 50.5% of the
market's overall value.
Soft and aerated drinks were considered products for the middle class and
the affluent. That segregation is no more valid. Soft and aerated drinks are
consumed by all except those who cannot afford to buy any drink. An
NCAER study says that 91% soft drink sales are made to the lower, middle
and upper middle classes. The soft drink industry has been urging the
government to categorise aerated waters (soft drinks) equitably with other
consumer products of mass consumption and remove special excise duty.
The industry estimates that the beverage market should grow at twice the
rate of GDP growth. The Indian market should have, therefore, grown by
atleast 12%. However, it has been growing at a rate of about 6%. In contrast,
the Chinese market grew by 16% a year, while the Russian market expanded
at almost four times the rate of growth of the Indian market.
It may be recalled that Coca-Cola, the world's number one player, was
present in India for a long time in collaboration with an Indian producer but
was thrown out in the late 1970s. It reappeared in India following the
economic liberalization era - but after its rival, world's number two, had
already entered in a big way following a long and tough fight against
the opposition from the domestic producers. When Coca-Cola re-entered, it
installed a new milestone. It acquired the well flourishing India's top player,
Parle. Since then it is basically a fight between the two American giants.
Others are playing a peripheral role, as adjuncts to the two MNCs.
The shares of the two lead players are consolidated figures, which include
the respective bottlers. Coca-Cola had approached the government for a five
year extension for divesting 49% equity in its bottling subsidiary, Hindustan
Coca-Cola Holdings. It had set up the marketing subsidiary as part of its
strategy to integrate all its bottling operations, both company-owned and
franchisee bottlers, apparently keeping in line with its global policy. All
together, it had bought initially over 38 franchisee bottlers.
Kandhari Beverages, coke bottlers for north have been eyeing to lift a stake
in Coca-Cola India. Coca-Cola had filed an application to offload 49% stake
of its bottling operations in favour of their Indian operators. Besides
Kandhari, three other bottlers, one each from Uttar Pradesh, Gujarat and
Jammu, were lined up to invest in Hindustan Coca-Cola Holding. Kandhari
has already invested Rs 300 mn in 1999 and 2000 to upgrade its capacity.
The total investment by all the four was expected to be Rs 1000 mn. Both
Coca-Cola and PepsiCo planned for the launch of lemon-flavored versions
of their products. Both have been expanding their non-carbonated drink
line-ups, as consumers seem to be shifting away from carbonated soft drinks.
PepsiCo is deliberating whether to come out with Pepsi Twist, a cola mixed
with lemon. But while both companies have juice sports drinks, bottled
water and other such drinks in their line-ups, neither coke nor Pepsi has
launched a new national variety of a cola-flavoured carbonated soft drink in
years.
Pepsi India has entered into a marketing tie up with Hindustan Lever to
promote sales of soft drinks through Pepsi-HLL network of vending
machines and fountains. The major soft drink brand in the Pepsi stable are
Pepsi, 7UP, Mirinda, Tropicana and Acquafina.
The global deal between Coca-Cola and P&G to form a snacks and
beverages joint venture company was reported to have slipped into rough
weather. The P&G brand of potato wafer, Pringles, seemed to be faced with
distribution problems in India. P&G had globally tied up with Coca-Cola to
form a stand-alone juice and snacks company. The new firm is focused on
developing and marketing new juices, juice based beverages and snacks on a
global basis.
The Sharjah-based Allied Beverages was pushing its Ahlan brand in India,
having entered the market in mid-2000. Its target was carbonated drinks
market in PET bottles. Its plans were to launch a PET bottle in the popular
300 ml category. Ahlan expected to gain a 12% share of the total PET bottle
market in northern India. Of the total market, PET bottle segment is
approximately 12%. Presently, Allied Beverages has a manufacturing unit
at Dharuhera in Haryana.
The product range includes carbonated drinks - cola, orange, lemon and soda
in three pack sizes - 500 ml, 1500 ml and 2000 ml. Allied Beverages sells
non-carbonated drinks in 200 ml food grade cups priced at Rs 7 in its
portfolio, available in four different flavours. The company's future plans
include pulp-based fruit drinks in flavours, which will be available in 200 ml
non-returnable glass bottles.
CHAPTER NO. 4
COMPANY PROFILE
COMPANY PROFILE
COCA-COLA
INTERNATIONAL EXPANSION
The 1990’s brought a slowdown in sales growth for the Carbonated Soft
Drink (CSD) industry in the United States, achieving only 0.2% growth by
2000 (just under 10 billion cases) in contrast to the 5-7% annual growth
experienced during the 1980’s. While per capita consumption throughout the
world was a fraction of the United States’, major beverage companies
clearly had to look elsewhere for the growth their shareholders demanded.
The looming opportunity for twenty-first century was in the world’s
developing markets with their rapidly growing middle class populations.
From the beginning, Coke understood the importance of branding and the
creation of a distinct personality. Its catchy, well-liked slogans (“It’s the real
thing” (1942, 1969), “Things go better with Coke” (1963), “Coke is it”
(1982), “Can’t beat the Feeling” (1987), and a 1992 return to “Can’t beat the
real thing”) linked that personality to the core values of each generation and
established Coke as the authentic, relevant, and trusted refreshment of
choice across the decades and around the globe.
EMPLOYEES
Coca cola Company, through its divisions and subsidiaries, has entered into
numerous collective bargaining agreements. Company currently expect that
it will be able to renegotiate such agreements on satisfactory terms when
they expire. The Company believes that its relations with its associates are
generally satisfactory.
PEPSICO
Many of PepsiCo’s brand names are over 100-Years old, but the corporation
is relatively young. PepsiCo was founded in 1965 through the merger of
Pepsi-Cola and Frito-Lay. Tropicana was acquired in 1998 and PepsiCo
merged with the Quaker Oats Comp0any, including Gatorade, in 2001.
PepsiCo’s beverage business was founded at the turn of the century by Caleb
Bradham, a New Bern, North Carolina druggist, who first formulated Pepsi
– Cola. Today consumers spend about $33 billion on Pepsi-Cola beverages.
Brand Pepsi and other Pepsi-Cola products – including Diet Pepsi, Pepsi-
One, Mountain Dew, Slice, Sierra Mist and Mug Brands- account for nearly
one-third of total soft drink sales in the United States, a consumer market
totaling about #60 billion.
SHAREHOLDERS
PepsiCo (symbol: PEP) shares are traded principally on the New York Stock
Exchange in the United States. The company is also listed on the
Amsterdam, Chicago, Swiss and Tokyo stock exchanges. PepsiCo has
consistently paid cash dividends since the corporation was founded.
CORPORATE CITIZENSHIP
PEPSICO HEADQUARTERS
Parle Agro is an Indian private limited company. It owns the brands like
Frooti, Appy, LMN, Hippo and Bailley. Parle Products was founded in 1929
in British India. It was owned by the Chauhan family of Vile Parle, Mumbai.
The Parle brand became well known in India following the success of
products such as the Parle-G biscuits and the Thums Up soft drink.
The original Parle company was split into three separate companies, owned
by the different factions of the original Chauhan family:
Parle Products, led by Vijay, Sharad and Anup Chauhan (owner of the
brands Parle-G, Melody, Mango Bite, Poppins, Monaco and
KrackJack)
Parle Agro, led by Prakash Chauhan and his daughters Schauna,
Alisha and Nadia (owner of the brands such as Frooti and Appy)
Parle Bisleri, led by Ramesh Chauhan
All three companies continue to use the family trademark name "Parle".
Parle Agro commenced operations in 1984. It started with beverages, and
later diversified into bottled water (1993), plastic packaging (1996) and
confectionary (2007). Frooti, the first product rolled out of Parle Agro in
1985, became the largest selling mango drink in India.
The original Parle group was amicably segregated into three non-competing
businesses. But a dispute over the use of "Parle" brand arose, when Parle
Agro diversified into the confectionary business, thus becoming a
competitor to Parle Products. In February 2008, Parle Products sued Parle
Agro for using the brand Parle for competing confectionary products. Later,
Parle Agro launched its confectionery products under a new design which
did not include the Parle brand name.
In 2009, the Bombay High Court ruled that Parle Agro can sell its
confectionery brands under the brand name "Parle" or "Parle Confi" on
condition that it clearly specifies that its products belong to a separate
company, which has no relationship with Parle Products.
BRANDS
Parle Agro Pvt. Ltd operates under three major business verticals:
BEVERAGES
Frooti
Launched in 1985, Frooti was India's only beverage sold in a Tetra Pak
packaging at the time. It went on to became the largest selling Mango drink
in the country.
Appy
Appy Classic was launched in 1986 as apple nectar and originally available
in a white tetra pack with an apple and leaf graphic. As of 2011, it comes in
black tetra packaging. It was the first apple nectar to be launched in India.
Appy Fizz
Launched in 2005, Appy Fizz is India’s first sparkling apple drink available
in a champagne shaped PET bottle.
Saint Juice
LMN
Grappo Fizz
FOOD
Confectionary
Snacks
FROOTI
Mango - India’s national and most premium fruit was a virtually untapped
segment until the year 1985, which saw the launch of Frooti Mango in a
trendy convenient tetra-pack. Frooti Mango is Parle Agro’s flagship brand
and India’s leading fruit drink with an 85% market share. Now, Frooti also
comes in PET bottle packing. Frooti is like an Indian ambassador and is a
hot favourite not only in India but all across the world.
Frooti is the first tetra pack fruit juice in India. Launched in 1984, Frooti still
holds a dominant position in the Rs300 crore tetra pack fruit juice (TFJ)
market. Frooti over these years have carved out a niche for itself in the
market. Frooti instantly caught the fancy of Indian consumer with its tetra
pack and some smart campaigns. Initially the drink was positioned as a kids
drink. The product was perceived as a healthy fruit drink by the mothers. So
within a short span of time, the brand was an alternative to the “unhealthy”
colas. The tetra pack had other benefits also. Fruit juice is a perishable
product and tetra pack have extended the shelf life of Frooti because tetra
packs have 2 layers of paper and a plastic coating that ensured tamper proof
and enhanced shelf life.
Lured by the success of Frooti, there were a lot of new launches in the TFJ
market. Players like Godrej with Jumpin; kissan etc tried their luck in this
market but failed to dislodge Frooti. Frooti was positioned as a mango drink
that is “Fresh-n-juicy” For over 7 years, the company promoted the product
using that famous baseline. The product has tried to create excitement in the
market through a series of new variants and packing. But in late nineties the
brand was facing stagnated sales. The company tried to excite the market
with an orange and pineapple variant but both the variant bombed. They
came with the experiment in packaging.
The YO! Frooti variant came with a slim paper can aimed at the
college going youth. Worried by the stagnating sales, Parle tried to
reposition the brand to appeal to youth aged between 16-21 years. The
positioning changed to be more fun based. The package also changed. The
old green color of the bottle changed to brighter mango color with lot of
graphics added to it.
One of the most famous marketing campaigns India has witnessed took
place during the repositioning. The campaign is the famous “Digen Verma”
campaign. This campaign was considered as one of the most successful
teaser campaigns in India. The campaign lasted for 15 days started in
February 2001. The campaign was about a faceless person Digen Verma.
There were posters and outdoors all across the markets that had messages
like “Who is Digen verma” “Digen Verma was here” etc. This created lot of
excitement in the market and “Digen Verma “became the most talked about
faceless name at that time. The campaign was executed by Everest
communication. But the campaign was not followed up and the hype was not
translated to long term brand building.
Frooti is basically a nectar based drink so it is not 100% fruit juice, it also
has some preservatives added to increase the shelf life. Although Frooti did
not face much competition in the category it created, competition came from
a slightly different category, 100% fruit juices. Parle saw the emergence of
the “100% fruit drink market and launched “Njoy” brand but it did not
clicked. Parle could have extended Frooti to this market also.
The brand Real from Dabur is the main player in this category. Real
effectively positioned itself as a premium healthy drink for adults. Frooti
was not able to appeal to adults and was considered as a mango drink while
Real is not restricted to any flavour. Frooti also changed its positioning
statement from ‘Fresh-N-juicy” to “Juice Up your life” which has not
clicked with the customers.
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
which is known as “King of Mangoes” in India and Totapuri variety.
HISTORY OF MAAZA
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
Varieties of Slice have included apple, fruit punch, grape, passion fruit,
peach glaze, Mandarin orange, pineapple, strawberry, Cherry Cola, "Red",
Cherry-Lime, and Dr Slice. Until 1994, the drink contained 10% fruit juice.
The original design of the can was a solid color related to the flavor of the
drink. These were replaced in 1994 with black cans that featured colorful
bursts (once again, related to the flavor of the drink), along with slicker
graphics. In 1997, the cans became blue with color-coordinated swirls. The
original orange flavor was reformulated around this time with the new
slogan, "It's orange, only twisted." Orange Slice has since been changed
back to its original flavor.
In early 2006, Pepsi resurrected the Slice name for a new line of diet soda
called Slice ONE. Marketed exclusively at Wal-Mart stores, Slice ONE was
available in orange, grape and berry flavors, all sweetened with Splenda.
As of 2009, Slice (orange, diet orange, grape, strawberry and peach flavors)
was available solely from Wal-Mart Stores. In India, Slice is a mango
flavored soft drink under the PepsiCo brand and can be bought in any
general grocery store and other eateries, catering shops, promoted by a
Bollywood actress, Katrina Kaif.
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.
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.
CHAPTER NO. 6
SWOT ANALYSIS
SWOT ANALYSIS
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.
Strength Weakness
Strength Weakness
Opportunity Threat
Strength Weakness
Opportunity Threat
Opportunity Threat
Prices of Maaza
Prices of Slice
Pet Size 200 ml TTP 200 ml RGB 500 ml Mobile 1200ml Mobile
Price (Rs) 10 10 25 55
Prices of Frooti
Different companies have different pack size to meet the demand of different
levels of customers. Such as, Maaza having 200 ml TTP, 250 ml RGB
(returnable glass bottle), 250 ml Mobile pack, 600 ml Mobile pack & 1200
ml Mobile pack. Slice is having 200 ml TTP, 200 ml RGB, 500 ml Mobile,
and 1200 ml Mobile pack.
Companies are generally having so many pack sizes only for meeting
different types of demand of different kind of customers. Now a days The
companies are looking at larger pack formats and will focus on a well
planned SKU (stock-keeping unit) strategy to addresses ‘on-the-go’ as well
as ‘in-home’ consumption for drinks. As an example of Frooti a one-liter
carton and two-liter PET pack to cater mainly to in-home consumers and
families who prefer staggered consumption. A 600 ml PET bottle priced Rs
28 is another new launch of Maaza, targeted at on-the-go consumers. Prices
of Frooti in various SKUs range from Rs 5 for a 100 ml pack to Rs 70 for
the two-liter pack.
On the other hand, companies are also adapting different pricing strategy to
attract the customers. While Maaza 1200 ml offers to the customers at a
price of 50, same time its competitor Frooti adopt different policy to
compete with its rival Maaza by offering 1000ml Frooti at a price of only 45,
in which 200 ml is absolutely free. So, customers are getting 1200 ml mango
drinks at an Rs 45 only. Frooti is also adapted another policy to attract little
amount consuming customers by making 110 ml TTP at only Rs 5.
According to this kind of strategy, Maaza is far behind from its competitors.
Because they don’t have 100 ml TTP which is specially made for children,
the lower volume customers. On the other hand, when customers are getting
1200ml Frooti in just Rs 45, so why they would pay more for Maaza.
In general retailers are selling each of these products above the MRP. MRP
of 600 ml Maaza is Rs. 28, so retailers can easily sell it in Rs. 30. But in case
of 1200 ml Maaza, the MRP is Rs. 50. If the retailers want to sell it above 50
then customers need to pay some more coins which are very difficult for
customers. Same thing happen with TTP, whose MRP is 12, so retailers are
asking for 15 or 20 for this TTP. So, retailers are much interested to sell
Tropicana TTP whose price Rs 10. 600 ml Maaza is best selling product as
well as best selling pet size only because is price.
Generally consumers are attracted by the pricing of the product and thus this
influences customers to buy Frooti more than its competitors. One of the
best moves by Frooti is that they are providing extra quantity at no price
which also attracts consumer to buy that. However consumers have yet not
been brand loyal in this Mango drink segment.
CHAPTER NO. 7
Marketing Mix is the set of marketing tools that the firm uses to pursue its
marketing objectives. It has a classification for these marketing tools. These
marketing are classified and called as the Four Ps i.e. Product, Price, Place
and Promotion.
The most basic marketing tool is product which includes product design,
quality, features, branding, and packaging. A critical marketing tool is price
i.e. the amount of money that customers pay for the product. It also includes
discounts, allowances, credit terms and payment period.
Place is another key marketing mix tool. And it includes various activities
the company undertakes to make the product accessible and available to the
customer. Some factors that decide the place are transport facilities, channels
of distribution, coverage area, etc.
Promotion is the fourth marketing mix tool which includes all the activities
that the company undertakes to communicate and promote its product to
target market. Promotion includes sales promotion, advertising, sales force,
public relations, direct marketing, etc.
These four P’s are the parameters that the marketing manager can control,
subject to the internal and external constraints of the marketing environment.
The goal is to make decisions that center the four P’s on the customers in the
target market in order to create perceived value and generate a positive
response.
4P’s of Frooti
PRODUCT:
PLACE:
PRODUCT:
PRICE:
Maaza 1200 ml offers to the customers at a price of 50. A 600 ml PET bottle
priced Rs 28 is another new launch of Maaza, targeted at on-the-go
consumers. The company lacks only small tetra pack in its all category.
However the brand loyal customers will prefer Maaza and nothing else.
However pricing strategy is decent. The price of Maaza starts at 12 Rs and
ends at 50 Rs.
PLACE:
Maaza is one of the product which is trying to make its product available
every where in the market. However, Maaza has its presence in more than 33
countries (and expanding) worldwide. The Maaza drinks are distributed to
supermarkets, convenience stores, hotels, cafes and many other outlets. The
company is trying to tap each and every customer by reaching them at every
general store by giving them availability of the product.
PROMOTION:
The company has made a new effort to promote its product Maaza with a
new slogan that is “Bin Mausam Aam, Har Mausam Aam”. This is a new
ad made by the company which attracts mango lovers to buy it when there is
no season of Mango. This ad also suggests that Maaza Mango drink is
available 12 months a year. However, the season of mango lasts for 3-4
months only. This ad promises that we will provide you Mango drink no
matter the season of mango is there or not.
4P’s of Slice
PRODUCT:
Slice is known for its luscious Mango taste and unmatched experience of
providing Pure Mango Pleasure to its customers. Slice is available in 200ml
and 250ml returnable glass bottles (rgb) of Mango Slice. The product is also
available in all other regular pack sizes i.e. 350ml, 500ml, 1.2 L & 1.8 L
PET bottles and 200ml Tetra pack. Thus the impact of providing different
packs is that every class is able to buy its products. Thus there is a different
product size available in the market.
PRICE:
The product is in competition with other products like Frooti, Maaza and
local products. Thus company doesn’t have big variation in pricing as
compared to there competitors. However the little difference in price also
affects the sales of the product. Slice is cheaper than Maaza and costlier than
Frooti. Thus it helps slice to still stay in the competition. Pricing for slice
plays important role to stay in competition.
PLACE:
Slice is one of the product which has competition form both local and
multinational company and thus to survive in the market company is
focusing more on supply chain. The company has an objective wherein the
products which are available are sold more than other. The company
believes in “Jo Dikhta hai, wo Bikta hai”.
PROMOTION:
The company had started promoting there product with new ad wherein the
customers will get a chance to meet the Bollywood queen Katrina Kaif.
Katrina Kaif is the brand ambassador of Slice Product. The promotion has
started on Valentine’s Day, February 14th 2012 and will go on till March
31st 2012 across the country.
Consumers simply have to look under the crown of a Slice glass bottle and
dial the number given there. One lucky winner everyday will get to win a
date with Katrina Kaif! All consumers will get to hear some really surprising
and humorous messages, from people who know Katrina! This promotion is
valid only on 200ml and 250ml glass bottles of Mango Slice.
CHAPTER NO. 8
Frooti
Maaza
Slice
Slice
22%
Frooti Frooti
41% Maaza
Slice
Maaza
37%
ANALYSIS:
From the above survey, it has found that people Prefer Frooti in comparison
of Maaza and Slice. However it is difficult to say that Frooti is a Market
Leader as there is not a vast difference in consumer’s preference. There is a
huge competition and there is no one who could be said as market leader.
However from the survey it suggests that Frooti is preferred by 41% of
respondents.
2. Frequency of consumption of your preferred drink in a week?
Daily
2-5 times
More than 5 times
More than 5
Times
11%
Daily
22%
2-5 Times
67%
ANALYSIS:
7%
24%
Feeling Thirsty
Parties/Celebrations
ANALYSIS:
a) 55% of the respondents consume Mango drink without any reason (just
like that).
b) 24% of the respondents consume Mango drink when they feel thirsty.
FINDINGS:
From the survey, it has found that more than half of the
respondents have mango drink without any reasons. However it
has been observed that 7% of the respondents said any other
reason. This reason could be no choice at retailers shop, others
having mango drink and can opt for own choi ce, price of the
product, Parents Choice or may be forced to drink due to non
availability of other product.
4. What induces you to buy Mango Drink?
Variety 8
Taste 67
Health Drink 8
Price with
Quantity 16
ANALYSIS:
FINDINGS:
From the survey, it has found that people buy Mango drink for
the purpose of taste and this is because of absence of Mango in
all the seasons. Thus to get the feel of Mango people buy Mango
Drink. There are 16% of People who buy Mango Drink keeping
price in mind with quantity. The price is one of the other factor
which influences to buy Mango Drink.
There are some people who also prefer to buy mango drink just
to make a change in their Taste as they feel it is a different
variety. Health conscious people look it as Health Drink and thus
it influences to buy Mango Drink . However Mango drink cannot
be said as Status symbol. So there are very rare people who feel
it as buying Mango drink is Status symbol and thus it influences
them.
5. How do you view Mango Drink?
As a health drink
As a status symbol
As an aid to put off thirst
Any other
As a Health Drink As a Status Drink As an aid to put off thirst Any other
Any other
12%
As a Health
Drink
38%
As an aid to
As a Status
put off thirst
Drink
49%
1%
ANALYSIS:
From the survey, it has found that mango drink is viewed as just
an aid to put off the thirst by nearly 50% of the crowd. At the
same time it is also viewed as a health drink by 38% of the
crowd. This is because it contains Mango and mango has many
benefits for the purpose of health.
Yes
No
No Yes
53% 47%
Yes No
ANALYSIS:
From the survey, it has found that its nearly 50-50 situation in
advertisement affecting purchases. Nearly 50% of People think
that brand ambassador has made them buy Mango drink.
However, now all the three companies are using it just to attract
consumers. And the other 50% say it doesn’t affect as ads are not
effective and it doesn’t influence them to buy the product.
Very high
High
Medium
Low
Reasonable
60
53
50
40
30
20 22
20
10 5
0
0
Very High High Medium Low Reasonable
ANALYSIS:
FINDINGS:
From the survey, it has found that mango drink has a reasonable
price and more than 50% of the crowd feels that the price for
mango drink is reasonable. And 22% of people find it as price is
medium i.e. the cost of mango drink is not higher nor is it lower.
Reasonable means specifically affordable to each class of people
and medium means comparatively affordable.
38
No
62
Yes
0 10 20 30 40 50 60 70
ANALYSIS:
FINDINGS:
From the survey, it has found that 62% of people will have more
purchasing power as the price is reduced. This is because of the
quantity provided against the price charged. People would love
to buy more of Mango drink if the price is reduced. This could
increase sales.
The other remaining 38% of people says that it’s not going to
affect there purchasing power as they are happy with the product
and they need the product anyhow no matter the price increases
or decreases. Another reason is also that people buy a specific
quantity and if price decreases they are going to save that money
instead of buying more mango drink.
250 ml
600ml
600ml
26%
1.2 ltr
250 ml
42%
ANALYSIS:
100%
16
80% 34
50
60% 43 3
33 2
40% 24 1
20% 41
26 33
0%
Frooti Slice Maaza
ANALYSIS:
FINDINGS:
From the survey, it has found that Frooti is most preferred drink.
It is then followed by Maaza and slice respectively. Frooti is
mostly preferred due to its taste and thus it is at no. 1. However
Maaza is not so far behind at no.2. There is a vast gap between
Frooti and slice and to be ahead in competition, slice has to make
necessary changes in the taste.
Packaging 10 1 42 18 29
Availability 16 0 44 3 37
Brand Image 25 0 10 0 65
Quality 30 0 18 1 51
0% 50% 100%
ANALYSIS:
Brand Image
Availability
a) 44% of respondents rated that Maaza has Average availability
in the market.
b) 37% of respondents rated that Maaza has Good availability in
the market.
c) 16% of respondents rated that Maaza has Very Good
availability in the market.
d) 3% of respondents rated that Maaza has Bad availability in the
market.
e) None of the respondents rated Maaza as having Very Bad
availability in the market.
PACKAGING
FINDINGS:
From the survey, it has found that 51% of people say that quality
is good and 30% of people say that quality is Very Good. It
means overall quality of Maaza is good.
65% of people say the brand image is good and 25% of people
say that brand image is Very good. It means the overall brand
image of Maaza is good.
Packaging 10 0 28 4 58
Availability 19 0 37 4 40
Brand Image 16 0 29 1 54
Quality 18 0 39 4 39
ANALYSIS:
From the survey it was found that amongst 100 respondents.
Quality
Brand Image
Availability
a) 40% of respondents rated that Slice has Good availability in
the market.
b) 37% of respondents rated that Slice has Average availability
in the market.
c) 19% of respondents rated that Slice has Very Good
availability in the market.
d) 4% of respondents rated that Slice has Bad availability in the
market.
e) None of the respondents rated Slice as having Very Bad
availability in the market.
PACKAGING
FINDINGS:
From the survey, it has found that 39% of people say that quality
is good and 39% of people say that quality is Average. It means
overall quality of Slice is Average.
54% of people say the brand image is good and 16% of people
say that brand image is Very good. It means the overall brand
image of Slice is good.
58% of people say that Slice has good packaging and 10% of
people say that packaging of Slice is Very Good and . It means
the packaging of the company is really good and that’s what
people like it as it gets easy to handle.
20
17
58
Packaging
3
2
31
15
53
Availability
0
1
23
12
63
Brand Image
1
1
41
13
43
Quality
1
0 20 40 60 80 100 120
ANALYSIS:
From the survey it was found that amongst 100 respondents.
Quality
Brand Image
PACKAGING
FINDINGS:
From the survey, it has found that 43% of people say that quality
is good and 41% of people say that quality is Very good. It
means overall quality of Frooti is Very good.
63% of people say the brand image is good and 23% of people
say that brand image is Very good. It means the overall brand
image of Frooti is Very good.
53% of people say that the availability of Frooti is good and 31%
of people say that the availability is Very good. It seems the
overall availability of the product is good.
58% of people say that Frooti has good packaging and 20% of
people say that packaging of Frooti is Very Good and. It means
the packaging of the company is really good and that’s what
people like it as it gets easy to handle.
14. Would you visit another store, if you do not find your brand at your
store?
Yes
No
No Yes
47% Yes
53% No
ANALYSIS:
FINDINGS:
From the survey, it has found that yet there are 47% of people
who will stick to only one shop wher e whichever Mango drink is
available they will buy it. And 53% of crowd says that they will
definitely go and visit another store to find there preferred
Mango drink. This 53% people are Brand conscious people. And
thus it shows that company has been partl y successful to make
people brand conscious.
CHAPTER NO. 9
RECOMMENDATIONS AND
SUGGESTIONS
Recommendation and Suggestions:
For Maaza:
For Slice:
For Frooti:
CONCLUSION
CONCLUSION
BIBLIOGRAPHY
BIBLIOGRAPHY
Frooti
Maaza
Slice
Daily
2-5 times
More than 5 times
Feeling Thirsty
Parties / Celebrations
Without any reason (just like that)
Any other
As a health drink
As a status symbol
As an aid to put off thirst
Any other
Yes
No
Very high
High
Medium
Low
Reasonable
Yes
No
9. Which pack do you consume the most?
Tetra pack
250 ml
600 ml
1.2 lit
Frooti
Slice
Maaza
BRAND IMAGE
AVAILABILITY
PACKAGING
12. Give your ratings to following attributes of Slice?
BRAND IMAGE
AVAILABILITY
PACKAGING
BRAND IMAGE
AVAILABILITY
PACKAGING
14. Would you visit another store, if you do not find your brand at your
store?
Yes
No