78

OBJECTIVES

Major Objectives:

The objective of this study was to check and increase the market penetration of MAAZA
and know the consumer preference & demand for the mango flavoured drink concentrate
for the MAAZA vis a vis other similar products.

Minor Objectives:

• To study the presence of other similar brands in the different channels and
compare it with Maaza presence.
• To study the discrepancies related to rates at which retailers buy Maaza.
• To find out the retailer promotional activities for MAAZA .
• To study the brand awareness among consumer.
• To study the consumers behavior and preferences.
• Our work comprised of visiting different places, work along with the
distributors and to reach out to as many retail counters in the area as possible.

1
 EXECUITIVE SYNOPSIS

''Maaza", a mango-flavoured drink was launched in India in 1984 as a non carbonate

mango fruit drink. It was acquired by the Coca-Cola Company in 1993. Few years has
passed Maaza been launched in Bhopal Market .The Company wants to see the consumer
preference and market penetration of Maaza. It also wanted to open new marketing
channels for Maaza. The study aims to see the penetration and preference Vis a Vis other
similar products available in the market like Frooti, Slice, and local mango drink etc.

To achieve my aim, I worked with different distributors and moved with them and their
salespersons in the market to see the penetration of Maaza. My sample size for retailer
survey was 400 & for consumer survey was 200. I did two surveys in the market of M P
Nagar, new market, Habibganj, Rajbhavan, Station road, bus stand, new palace road,
ashoka Lakeview, bairagadh , laximipuri and adjoining markets.

The objective of this study was to check and increase the market penetration of MAAZA
and know the consumer preference & demand for the mango flavored drink for the
MAAZA and other similar product.

The biggest challenge for COCA-COLA, INDIA regarding Maaza is that the company
has not indulged in such a business. The Burdines of soft drinks is quite different from
that of a mango flavored drink. The problem of capturing market is provoked by fact that
the mango flavored drink market is already ruled by FROOTI, which was like a
monopoly. Frooti has become a generic name for "Juice". The problem did not stop
here. Few big companies like Pepsi, Parle, etc. have also came up with their offering
Frooti, Slice. These are few names that are giving a tough fight to Maaza.

The retailer surveys revealed that Maaza is available on most of the provision stores. It is
also available in some unconventional places like Pan shops, Medical shops, STD booths
etc. So, as far as the availability is concerned, it is in a good position in Bhopal region.
There were few problems like those that of Price cuts, infiltration of one distributor into
other's areas and of course tough competition from other products. The survey also
revealed the retailer push that is required in the form of schemes, gifts, banner, boards
etc. The consumer survey revealed the brand loyalty, brand awareness, flavor
acceptability, place of preference of consumption, effect of advertisement, and their
preferences for Maaza or Frooti etc. only in 1 year, Maaza has achieved second largest
market share after the leader Frooti. Frooti is today a generic name for fruit flavored but
Maaza becomes a threat for Frooti in few years. I found that the easy use of Maaza is
quite helpful in its spread and popularity. The brand name of coca-cola also helps this
brand to grow.

2
 SIGNIFICANCE OF THE STUDY

Every research is conducted to fulfil certain objectives and these objectives in turn fulfil
some purpose and are of significance for one or more than one party.
This research is significant for:

THE COMPANY

The research is very useful for the company in following respects:

1. This will help the company to sort out the necessary desires of the
retailers and consumers.
2. It will inform the company about product penetration.
3. It will inform the company consumer needs &wants.
4. It will inform the company about the potential competitors and the
new competition even from the different segment of the market.

THE RESEARCHER

The study is very useful for the Researcher because of the following reasons:
1. It will provide the researcher a very rich experience about the FMCG market.
2. It would prove to be a great help for the researcher in his future endeavours.
3. The researcher w i l l be exposed to the distributors, retailers, consumers and the
company and will be able to know, how really a company works.
4. The researcher w i l l get practical experience and real exposure to the corporate
world.

THEORETICAL PRESPECTIVE OF THE STUDY

Consumers are the sovereigns in the market. All economic activities in the market
namely production, distribution, exchange, consumption are governed, regulated and
adjusted in accordance with the needs and wishes of the consumers. Analysis of
consumer's behavior has considerable importance in marketing management with the
change in its philosophy. In the early days there was seller market, very few products
concentrated on quality and reasonable price structure. With the emergence of more
competitors, market started flooding with goods and services. So each producer found it
quite difficult to sell the goods in absence of proper communication, convincing power
along with the quality & reasonable price.

3
 MAJOR FACTORS AFFECTING BUYING BEHAVIOUR:

The buying behavior of a product is influenced by a number of factors, which are as

follows:

1. CULTURAL FACTOR

Cultural factors exert the broadcast and deepest influence on Consumer's behavior. The
growing child acquires a set of value perception, preference and behaviours through his
or her family and other key institutions.

a) CULTURE: It is the most fundamental determinant of a person's want & behavior.

The growing child acquires a set of value perceptions, preferences and behaviours
through his or her family and by other key institutions.

b) SUB CULTURE: It includes nationalities, religions, racial groups and Geographical

regions and provides more specific identification and socialization for its members.

c) SOCIAL CLASS: Social classes are relatively homogeneous and enduring division
of a society, which shows distinct product and brand preferences in many areas.

2. SOCIAL FACTORS

Social factors include the following

a) REFERENCE GROUP: It consists of ail the groups that have a direct or indirect on
the person's attitude or behavior, his life style and brand choice.

b) FAMILY: Family member constitute the most influential primary reference group.
Marketer used to determine which member normally has the greater influence in
choosing the various products.

c) ROLES & STATUS: A person's position in every group i.e. family, club or organization
can be defined in terms of sale & status. A role consists of the activities that expected to
perform. Each role carries a status. People choose products that communication their role
and status in a society.

4
 3. PERSONAL FACTORS

Personal characteristics of a person also affect the buying behavior largely. The sub
factors that come under personal factors are as under:

a) AGE & STAGE IN THE LIFE CYCLE: The taste of people varies according to the age
and life cycle. Marketers always choose life cycle groups as their target market.
Some recent work has identified psychological life cycle stages. Therefore, it
becomes an important point for the marketer to concentrate on changing life
circumstances- divorce, widowhood, remarriage, and their effect on consumption
behaviour.

b) OCCUPATION: Occupation plays a major role on consumption pattern. Marketers try

to identify the occupational groups that have above average interest in their Products
and Services.

c) ECONOMIC CIRCUMSTANCES: Peoples economic circumstances which consists of

spreading income savings and assets, debts, borrowings power and attitude towards
spending versus savings, affects the products choice to a large extent.

4. PSYCHOLOGICAL FACTORS

Following four factors influences a person's buying choices:

a) MOTIVATION: There are many needs of a person in a given time. Some

of them are biogenetic which arises from physiological states of
tension such need for Recognition, esteem or belonging. A need
become motive when it aroused to a sufficient level of intensity. A
motive is a need that is sufficiently pressing to drive the person to act.
Many physiologists such as Freud, Maslow and Hertzberg etc. have
given different Theories for motivation.

b) PERCEPTION: An individual selects, organizes and interprets

information inputs to create a meaningful picture of the world by a
process. Perception depends not only on the physical stimuli but also
on the stimuli's relation to the surrounding Field and on conditions
within the individual.

c) LEARNING: Learning involves changes in an individual's behavior arising from

experience. People learn more and more by action. Learning theory teaches marketer
that they can build up demand for a product.

5
d) BELIEFS AND ATTITUDES:

A belief is a descriptive thought that a person holds about something .It is acquired
through doing and learning. Manufacturers are much interested in the beliefs that people
carry in their products and services. As attitude is a person's enduring favorable or
unfavorable evaluations, feelings, action, and tendencies towards some object or idea. A
company tries to fit its product into existing attitudes rather than to change people's
attitude.

TYPES OF BUYING BEHAVIOUR

Consumer decision-making varies with the type of buying decision and based on it there
are four kinds of buying behavior:

COMPLEX BUYING BEHAVIOUR: When consumers are highly involved in purchased and
aware of significant differences among brands, it is called COMPLEX BUYING
BEHAVIOUR. It involves three-step process. First, the buyer develops beliefs about the
product. Second, he or she develops attitude about the product. Third he or she makes a
thoughtful purchase choice. The marketer needs to develop strategies that assist the
buyer in learning about the product's attitude and their relative importance.

DISSONANCE: Sometimes there is very little difference between the brands. Here also
consumers are highly involved; their involvement is due to expensive infrequent and
risky purchase. After, the purchase, the consumers may experience dissonance that stems
from nothing certain disquieting feature of the bought product or hearing favorable
things about products of different brands.

b) HABITUAL BUYING BEHAVIOUR: There are some low involvement products in

purchase of which consumer behavior does not pass through the normal belief /
attitude / behavior sequence. Here the consumers go to the store and reach for the
brand .If they continue for the same brand, it is only due to habit not for brand
loyalty.

c) VARIETY-SEEKING BUYING BEHAVIOUR: This kind of buying behavior is

characterized by low involvement but significant brand differences. Mere a consumer
does a lot of brand switching which results out of freedom or a wish for a different
taste and the sake of variety rather than dissatisfaction.

6
THE BUYING DECISION PROCESS: The buying decision process
comprises of five stages:

Problem Recognition. Information Search, Evaluation of Alternatives. Purchase

Decision and Post Purchase behavior .The marketer's job is to understand the buyer’s
behavior at each stage and what influences its operation.

PROBLEM
RECOGNITION

INFORMATION SEARCH

EVALUATION OF ALTERNATIVES

PURCHASE DECISION

POST PURCHASE BEHAVIOUR

7
 HISTORY OF SOFT DRINK IN INDIA

With urbanization and development in the economy of India, the soft drink industry is
also flourishing with an increasing pace. The economic policy has been made more
flexible, EXIM policy and Industrial policy has been liberalized.

India is potentially one of the largest consumer markets in the world with a
population of more than one billion. Soft drink is a typical consumer product purchased
by individuals to quench thirst and refreshment. In olden days people used to quench
their thirst by taking "Water" and "Ganna Juice'' which is still prevailing in the market.
But as the people became more and more advanced and efficient, there was a felt needed
for more sophisticated means of satisfying thirst, which ultimately gave way to the
production of the modern soft drinks.

There are mainly two salient features of the consumers markets in India.
Generally, the consumers have low purchasing power and the fact that the urban
consumers represents is a very meager percentage of the total population.

Introduction of soft drinks in the name of coca cola was first created in 1886 in USA.
Dr.John S.Perferton who perfected the formula for coca cola. It was the first foreign
brand introduced in India during 1965. The Parle came up by introducing "GOLD
SPOT" in orange flavor, it was really a challenging task for Parle to position its product
i.e. Gold Spot in the market against the Coca-Cola because people were habituated of
using foreign brands. Therefore, first it was launched in Mumbai and free sampling was
done in hotels, restaurants, offices and clubs to make the people aware about the taste
and quality because it was quite different from cola coke in the attributes. Parle increased
its production unit up to 29, which was more than coca cola that had only 23-production
unit at that time.

During the reign of Janta party in 1978, the I n d i a n government cancelled

collaboration with U.S.A. Coca Cola Company. Therefore, the coca cola decided to wind
up the Operation rather than bowing to Indian govt. This very factor accelerated the
growth of several Indian companies who had aggressively competing with each other to
capture a major share of the Indian soft drink market. New soft drinks entered into the
market among which FROOTl, JUMPIN and TREETOP entered in tetra packs and they
started grabbing the market share in absence of the cola giant.

In 1991, about thirteen years after the exit of coca cola from Indian market, A
MNC, globally known as P.C.I. (Pepsi Cola International) entered the Indian market with
PFL (Pepsi Food Ltd.). Its president, Christopher found a large scope for this soft drink
in India.
8
 Both PFL and Parle were the main bottlers in the soft drink arena. There was a
cutthroat competition between them. Now (in 1993) Coca Cola has reentered into the
Indian market and has acquired five brands of Parle i.e. Thumps up, Limca, Citra, and
Gold Spot. Thus, Coca Cola has become the close competitors of PFL and they are
fighting each other to gain a clear edge over the other.

The Indian soft drink market industry is estimated at a whooping

Rs.2000 crores and growing at an encouraging pace of 16% per annum.

I). INTRODUCTION TQ NON-ALCOHOLIC

BEVERAGE MARKET IN INDIA

The Non-Alcoholic beverage market in India is about Rs 5750 crore industry, which
can be divided into carbonated soft drinks and non-carbonated soft drinks. The
carbonated soft drinks industry is the major one, which is at around 5500 crores. Global
players. Coca-Cola and Pepsi command around 90% share in this sector

Whereas the non-carbonated soft drinks marketed can be divided into produced
concentrate and other syrups. Rasana and Sunfil (of Coca-Cola) are one of the market
leaders in this segment. Besides the above soft drinks Coca-Cola is planning to take on
the 36000 crores ready to drink tea and coffee market with Georgia, it will be the
Company’s biggest diversification with beverages in India.
Soft drink can be further divided into carbonated and non-carbonated drinks. Cola,
Lemon, Mango and Oranges are carbonated drinks offered by major soft drink
manufacturers that are Coca-Cola and Pepsi whereas non-carbonated drinks come into
powdered soft drink concentrate category (Rasana, Sun fill, fang etc.) and ready to drink
tetra pack category such as Rasana, Sunfil etc.

Soft drinks are available in bottles, cans and the large pet bottles for home consumption.
Fountains also dispense them in disposable containers whereas the non-carbonated
powdered concentrate is available in small sachets as well as in medium and large size
sachets.

The concentrated soft drink market can be segmented on the basis of purchase
or on the basis of products. 80% of consumption of soft drinks is on premises i.e.
restaurant, railway stations, cinema house. The rest 20% of the market comprises of the
soft drinks for the consumption at home. The carbonated soft drink market can also be
segmented on the basis of products.

CONSUMER PREFERENCE AND PRACTICES:

Soft drink comes under the category of products purchased in impulse. Though the
market is marred by brand royalty, the purchaser decision itself is a low involvement
decision.
1. Consumer purchase soft drink primary to quench thirst, therefore people travelling
and not having access to hygienic water reach out for soft drink. This accounts large
part of the consumption.
9
2. Brand awareness plays crucial role in the purchase decisions.
3. Consumers prefer convenient and economy products.
4. Availability in chilled form affects the purchaser's decision.
5. Brand royalty is very high in the case of and the people in the age group
of 8-25 years.
6. The soft drink market is a very price sensitive market.
7. Due to high cost of soft drinks, many time consumers prefer beverage
like tea, coffee and another drinks.

II).About Mango Soft Drink Concentrate Market:

The mango flavor soft drink is mainly bought for all age groups mainly for children's. The
major players in this category are Frooti, Maaza (of Coca-Cola) besides other companies.
Frooti has been the pioneer in this sector for years. It has in fact a monopoly in this
sector. Frooti command a mighty 50% share in this category. The share of Maaza is 35%
while others hold the rest.

The produced soft drinks concentrate can be segmented on the basis of different flavors.

ORANGE
LEMON
MANGO
No exact figures are available at present to know their respective share in the market.
However, the estimated Market shares of different players in the mango soft drink
concentrate category are:

PRODUCTS NO. OF RESPONDENTS PERECENTAGE

Frooti 100 50%

Maaza 70 35%
Others 30 15%

MARKETSHAREOFSIMILARBRAND

15%

FROOTI
MAAZA
50% OTHERS
35%

10
Characteristics of the Mango soft drink concentrate market in India:

The Mango soft drink concentrate market is highly seasonal, it is only during the summer
seasons when there are large volume sales. Though this market is around Rs. 250 crores,
full market potential is still untapped. The major reasons of which are:

1) The rural markets have not been tapped. Lack of awareness and acceptance in the
rural markets.
2) The market leader (Frooti), which has 50% shares in this category, does not have the
distribution network of a capacity to penetrate the rural markets fully.
3) The mango flavored concentrate market does not have enough different players even
after the entry of Coca Cola and other companies.
4) No new flavors are being added and there is a heavy reliance on traditional flavor
like orange, lime and mango.

RETAILER'S PERCEPTION:

A survey was conducted to study the retailer's views of present market, further trend and
the consumer behavior patterns. The findings of the survey are as follows:

• Retailer stated that the consumers are loyal to the particular flavor of
the Mango drink.
• But as far the loyalty for the brands in each segment is concerned, it is not very
significant.
• 43% of the retailers told that in mango flavored drink, advertising is the key
component in driving sales, while 32% stated promotional schemes and 20% brand
loyalty as the reason.
• As consumers are not very brand loyal the purchase of mango flavored drink is
concerned, the Retailer push becomes a critical issue. They usually sell the product in
which they get maximum benefit. For this, the companies try to offer them higher
margins.

11
I). THE COCA COLA COMPANY

The history of the world's largest beverage company begins more than a century ago. The
Coca Cola Company's world headquarters is in Atlanta. Georgia. On May 8, 1886 was a
particular day when the pharmacist, Dr. John Styth Pemborton, made the world's largest
favourite soft drink. He stirred up his formulation down the street to Jacob's "Pharmacy."
That same day the new product made its debut as a soda fountain drink for five cent a
glass. At same point by accident or design, carbonated water was mixed with the syrup to
create what would become the world favourite soft drink. Dr. Pemberton's partner and
bookkeeper Frank M Robinson, suggested the name Coca-Cola, it has 2 C's that would
look well in advertising and penned the famous trademark in his now familiar script.

Dr. Pemberton had never thought about the potential of the beverage, which he
has created. After the demise of Pemberton in the year of 1888, an Atlanta druggist and
businessman, Asa G. Candler heavily purchased the outstanding share of Coca-Cola. In
1891; he invested $2300 and acquired complete control.

The Coca-Cola beverage is found in very simple way and today its presence is
worldwide. It has a wonderful history on which to build an exciting future, despite
having many ups and downs in its way, it went on performing and touched the lives of
the consumers. The consumers from around the world enjoy it and thus its remarkable
success led it to become a worldwide beverage.

This unit worldwide system has made Coca-Cola company- the world's premier
soft drink enterprise. The company sales nearly half of all soft drinks consumed around
the world. No other company sales even half as much. As the system continues to create
a soft drink market, the company's position of leadership w i l l continue to grow.
From Boston to Beijing, from Detroit to Delhi, from Portland to Pune & from
Montreal to Moscow, Coca-Cola, more than any other consumer product has brought
pleasure and delight to thirsty consumer around the global. For more than a century,
Coca-Cola has created a special moment of pleasure for hundreds of m i l l i o n s of people
everyday.

12
 THE STRUCTURE OF OPERATIONS:

THE
COCA- COLA
COMPANY
(ATLANTA)

The North
The Middle & The Latin
American The Africa The Greater
The Far East American
business Groups Europe Group
Groups Group
Centre

The Coca-Cola Company exists in five groups. Each Group is further classified into
divisions each of which directly report to Atlanta Head Quarters.

THE MIDDLE
& FAR EAST
GROUP

Division Division Division Division Division

Till 1994, Coca-Cola India was a part of the SEWA division under the middle (Far East
Group). In 1998, Coca-Cola India progresses to become a division, with reporting to
Atlanta.

13
 ABOUT COCA-COLA INDIA:

Coca-Cola "the world's favourite soft drink", returned to India after 6-vear absence, on
October 26th, 1993, with its launch in Agra. An agreement in March 1993 with the Parle
Group gave the company instant ownership of the Nation's top soft drink brands, with
access to Parle's 53-plant bottling network and base for the rapid introduction of the
company's international brands. This network remains India's largest soft drink bottling
and distribution infrastructure reaching Consumers through a universe of over 3.00.000
retail outlets spread across the country.

As a leading producer and marketer of soft drinks in India, the company leads the
flavored, carbonated soft drink market. The Coca-Cola Company’s products in India are
Coca-Cola, Fanta, Thumps up, Limca, Gold Spot, Maaza & Sprite.

Over the last five years, Coca-Cola leads Indian Soft Drink Industry undergone
through a series of innovative industry initiatives. These include up-gradation of technical
infrastructure and talent enhancement of quality standards, improvements in distribution
systems and stimulation of local entrepreneurs in the market place to the benefit of the
consumers.
The company has pioneered the introduction of image-enhanced graphics and
trademarked stackable, full depth plastic crates and palletized loading for efficient
distribution. Other innovations include:

• Data coding on returnable glass bottles.

• Single and multisurving Cans, PET and Glass Packages.
• Child Safe plastic closures.
• Backpack Dispensers and Can vending machines.
• Leading edge-merchandising equipment, including Ice box coolers for
small retail outlets.
• Training for retailers in merchandising techniques.
 INNOVATIONS & MARKETING:

As the leading producer of the beverage industry for over a century, the Coca-Cola
Company and its Indian partner's introduced a series of innovations in the areas of
productions, distribution & marketing, never seen before in India.

Coca-cola was:
• First to introduce and PET soft drinks in India.
• First to introduce vending machines India.
• First to introduce Backpack Dispensing system for in-stadium beverages serving
to cricket spectators.
• “Image Enhanced" graphic on signage, retail outlet walls and delivery vehicles.
• Trademarked tricycles and pushcarts and umbrellas, creating thousands of
mobile outlets.
• Leading edge merchandising equipment, including Icebox coolers that allow
small retailers to serve ice-cold soft drinks.
• Pioneers in training for retailers in merchandising technology, such as
product placement.
• Larger single and refillable glass bottle offering consumers more value.
 ORGANISATIONAL STRUCTURE:

Area General Manager

Finance Human Marketing Quality Shipping

Resource Sales & Production
s Warehousing

Asst. H. R.
Manager Exe.

Prod. Chemical
Workers Supervisor Room

ASM
ASM ASM ASM ASM

Exec Exec Exec Exec Exec

Asst. Manager

Marketing Executives
 I). INTRODUCTION TO MAAZA ‘

“Yaari Dosti Taaza Maaza” with the real fruit tastes kid love , plus added calcium
strengthens to the brand. Maaza tagline means ‘Friendship with moments with fresh

Maaza .

Mazza was introduced in India in 1984 as a non carbonated mango fruit drink .
It was acquired by the Coca-Cola Company in 1993 and is currently available in three
flavors i.e. mango, pineapple and orange plus added calcium.

MAAZA comes in three attractive packages, Rs 3 & Rs 6 for a single tetra

pack of 65 ml &125 ml. Rs 8 for RGB 250 ml, Rs 20 for PET 600 ml & Rs 36 for family
pack 1200 ml PET bottles.

MAAZA was launched on with a view to capture the non-alcoholic drink

segment as the market share of carbonated drink is restricted to only 2% compared to
45% in U.S. the growth rate is also not impressive. Now global giant, as Coca-Cola
would never like to restrict itself to only one segment. It sees every drink as its
competitor. So MAAZA was launched to make its presence felt in a category different
from carbonated drinks, which is its main foray. It wants to expand the non-alcoholic
drinks market by offering the customer choice.

PRICE LIST OF MAAZA

II). THE LAUNCH OF MAAZA:

MAAZA was launched in Bhopal in three different places, Central

Bhopal, Western Bhopal and outside Bhopal. It was launched a
little late in the Bhopal Market. The aim at that time was to cover each and every
channel be it grocery, provision, Kirana, sweet, pan shops, etc.
Since one year has passed after it was launched in Bhopal and nearby areas, I
65ml 65ml 125ml 125ml 250ml 250ml 600ml 600ml 1200ml 1200ml
1unit 1case 1unit 1case 1unit 1case 1unit 1case 1unit 1case
MRP
3 240 6 216 8 192 20 480 36 432
RETAILAR ]
MARGIN 0.5 18 0.5 16 0.75 18 1.75 47 2 32
AVAILABLE
TO RETAILAR 2.5 222 5.5 200 7.25 174 18.25 433 34 400
MARGIN OF
DISTRIBUTOR 0.25 22 0.5 40 0.25 14 0.75 33 2 30
AVAILABLE
TO 2.25 200 5 150 7 160 17.5 400 32 370
DISTRIBUTOR
conducted a post-launch survey of the outlets in each route to see whether the penetration
of Maaza is there in the channels or not. I also survey about the others similar products
available in those outlets. The question that was in my mind was:

WHETHER WE HAVE REACHED IN THE ENTIRE OUTLET WHERE OTHER

PRODUCTS ARE AVAILABLE.

To my surprise we have not only reached in those I-MCG outlets but also in some
unconventional outlet like pan shops, sweet shop, stationary shop etc. Where nobody
could have thought that such a brand will reach.

SALES AND DISTRIBUTION:

The company has decided to separate the Maaza distributors from other soft drink
distributors. Therefore, they made exclusive Maaza distributors, the reason being that the
business of Maaza was quite different from that of oilier soft drinks. Distributors of
Maaza include both experienced and non-experienced people, like Mr. Yuvraj of Zari &
Zari co. and Mr. Raju Vanketesh Distributors. Both are the old distributors of Coca Cola
Company.

Project was completed under Senior Marketing Executive Mr. Toufiq

Mohammed (Bhopal), Area Sales Manager Mr. Dhirendra Singh Chauhan. It was
accompanied by PSR Mr. Yaswant & all the three distributors namely Vanketesh
Distributors, Zari&Zari Co, G i ta nj al i Enterprises. But prominent work was done with
Vanketesh Distributors. Among these three distributors, only Zari&Zari Co. has its own
unit and a proper beat plan. Rest two distributors worked according to the demand in
different areas. Like for big areas and where there is more demand, the area was visited
twice a week. All the distributors have salesperson, but I t h i n k they need proper
training. The areas of these distributors are divided into beats per week.

For Zari & Zari Co. (RGB) the beat plan is as follows:
MONDAY: Railway Colony, Nishadpura
TUESDAY: Sahu Pur.
WEDNESDAY: New Market Road, T.T.Nagar,
THURDAY: Station Road, Bus Stand.
FRIDAY: M.P. Nagar, 10 Number Stop,
SATURDAY: Raviwarwada, Budhwarwada , Sagar Naka.

For Vanketesh Distributors (PET) the beats plan is as follows:

MONDAY: Station Road, Bus Stand.
TUSDAY: Raj Bhavan ,Shalimar House
WEDNESDAY: Railway Colony,Nishadpura
THRUSDAY:. M.P. Nagar, 10 Number Stop
FRIDAY: Purana Bhopal,Habebganj
SATURDAY: Somwara,Manohar Dairy
Gitanjali Enterprises has Collector Office, Near Satpura Bhavan .
Distributor's beat- plan was used to specify the whole week's work that is which route had
to be covered on which day of the week. But this document is liable to change depending
upon the demand and sale in a particular route.

Distributor's fact-sheet comprises of various details of the distributor like

distributor's infrastructure that includes name of proprietor, activation data, area, godown
address and phone number. Other details like number of salesperson and their names and
sales figure are to be written down. This document is a permanent one and is not liable to
change.
Attendance sheet is another document that has to be maintained by the distributor
on a daily basis. It has the names of all outlets rout wise. The distributor has to maintain a
record of the everyday sales of each and every outlet so that at the end of the month we
can come to know as to which outlet is giving how much sales.

This sheet also helps us to know the potential channels. This also helps us to
know as to which outlet shows maximum productivity, so that proper POP's like banners
and signboards can be given to the high productive outlets. Also, we can know which
channel show higher sales so that we can work more on that channel.
While the distributor maintained the documents, the sale part was being carried
simultaneously. Every outlet of every channel was tapped and convinced to sell Maaza.
Distribution Flow Chart:

COCA-COLA INDIA

Hindustan Coca-Cola beverages Pvt. Ltd.

Distributors

Trolley/Auto Wholesalers
Salespersons

Retailers

Consumers

The stock of Maaza is received in the Bhopal office from other place like
Indore, Jabalpure etc. The reason behind this, there is no plant in Bhopal. The
stock is then kept in the warehouse and waits for its dispatch to the different
distributors from the warehouse; according to their demand and requirements.

The distributors have to make prior payments in order to receive the stock; they
are also given POP material like stickers, Danglers, Buntings etc.

From the distribution point. Maaza is either sold in the retail market
directly through salesperson or auto/ trolleys, whatever is available.
From the beginning of my project, my work comprises of find out new channels
from where Maaza can be sold exploit them. The profile of the project also
looks upon to increase the sale of Maaza.
 While I was moving in different routes, I use to look out for new outlets
that can be made retailers of Maaza. 1 use to convince them to sell Maaza, and
at many place 1 was successful. In my retail audit, I visited almost all the shops
that were present in the rout and at time. I moved to other interior areas to look
out for new outlets. In Vanketesh Distributors, I visited as many as 350 outlets
including all the channels. In total 1 visited more than 600 outlets and many
shops more than once assuring them of regular supply of the product, so that
they can be assured of supply of the product. 1 made nearly 7 new outlets in
different areas like New Market, M.P.Nagar, Budhwarwada etc. There were also
few outlets that were not getting supply for some time, which I reactivated. The
different channels are:

1. Grocery/Provision stores
2. Stationary shop
3. Sweetshops
4. Confectionery shop/ice cream parlours
5. Pan shops

I also encountered some problem in the market. The biggest problem is

of price-cutting and infiltration by one distributor in the neighbouring areas.
May be these problems seem small at preset and can be left out, but if the
situation is left as it is, this will only aggravate the problem and could become
a major problem for the company in the coming years.

MARKET SEGMENTATION:

The segmentation of the product is very clear-cut. The promotional

advertisement is aimed towards children, teenagers and family.

TARGET AUDIENCE:

The target audience is children as well as others age group. Another target
audience which Maaza is catering through its channels is the rural masses. Rs.3
& Rs 6(Tetra pack) price tag makes it easy from the rural people and children.

POSITIONING:

The company wants to position its products as family drink, which makes the
bound of love stronger in the family. It also positions itself as a children's drink
and it has been quite successful in attracting children to its fold. Families are
also getting attracted towards it. but even now, as 1 was moving in the market,
and saw that Frooti's brand equity among families is great and people ritually
drink and buy Frooti.
 III). PROMOTIONAL ACTIVITY:

ADVERTISEMENT OF MAAZA:

The advertisement of Maaza is done mainly through posters and banners. The
punchline of the Maaza is 'Yari Dosti Taza Maaza.' Apart from this, the
advertisement on television is also aired. But the frequency of the advertisement
is very low as compared to Frooti. We all know that promotions in the form of
TV and print media are very important to keep the product alive in the memory
of people. So, the company must regularly advertise about Maaza in the season
as much as possible.

DEALER PROMOTIONS AND SALES PUSH (RETAILERS PUSH):

When Maaza was launched in Bhopal (i.e last year) the rate of Maaza is slit
different then Frooti. However, it was not in proper success initially, but it
may capture the market later on. Thus the company has decided to have new
schemes of 500ml & 1000ml with 20% more for the same rate to increase the
sale of Maaza. One bad thing done by many distributors was that they reduced
the price on net basis. This had a bad effect on the retailers. They think that the
rates have come down. Tomorrow; if the scheme will be withdrawn then the
distributors will face problem in convincing retailers. Secondly, dealer
promotion that the company gave was in the form of refunds to the distributors.
For every sale of a case to a wholesaler, the company refunds to the distributor.
These distributors then started supplying on a lower rate, which they did not
know that in future it can become a problem when the scheme will be
withdrawn.

There were consumer promotions like Maaza is a Mango Drinks, which

really has helped in the sale of 20% extra in pack of Maaza. S i m i l a r promotions
for the retailers and distributors where they can win some prizes should be kept.
More and more boards and banners should be supplied to these shopkeepers.
 IV). MARKETING MIX:

Marketers use numerous tools to elicit desired responses from their target
markets. These tools constitute a marketing mix. I had tried to analyze the
product MAAZA from the four P's of marketing mix.

The Product:

1. Available in one flavors(mango),

2. Quality is good,
3. Design and packaging is good.
4. Brand of Coca-Cola,
5. Available in different size & can be used conveniently.

The Price:

1. The Maximum retail price is Rs3, Rs6, Rs8, Rs 20 & Rs 36,

2. It is affordable to every class of people,
3. Gifts are available for retailers and consumers.
4. Schemes are given to Wholesalers & retailers.

The Place:

1. At all places Where FMCG products are Sold.

2. Coverage of the product is quite high,
3. Available at every possible location.

The Promotion:

1. Sales promotion in form of fruit juice,

2. Very less advertisements in TV, relies on print media i.e., POP,
danglers, posters, etc.
3. Large sales force-but lack training.
4. At times direct marketing is done.
V). SWOT ANALYSIS:

In general a business unit has to keep an eye on external environmental factors

(demographic, economic, technological, political-legal, and social-cultural) and
significant micro-environment factors (customers, competitors, suppliers) that
effect its business to earn profits.

I scanned the environment to find out new marketing opportunities. A

marketing opportunity is area of buyer need in which a company can perform
profitably. An environmental threat is a challenge posed by an unfavorable
trend of development that would lead, in the absence of defensive marketing
action to deterioration in sales or profit. Threats have been classified according
to seriousness and probability of occurrence.

An ideal business is high in major opportunities and low in major threats. A

speculative business is high in both major opportunities and threats. A mature
business is low in major opportunities and low in threats. A troubled is low in
opportunities and high in threats.

STRENGTHS:

1. Brand Name of Coca-Cola.

2. Quality Assurance.
3. Weil-established distribution of Coca-Cola having over 800 lakes outlets.
4. Zero preparation time.
5. Available in mango flavors.
6. Better margin to retailer.
7. Attractive packing.
WKAKNKSS:

1. Lack of awareness about the product as compared to Frooti.

2. Lack of large-scale advertising.
3. Low margin to distributors.
4. Its packaging which is not airtight.
5. Lack of trained salespersons.

OPPORTUNITIES:

1. Larger untapped rural Market.

2. Company can think of bringing Maaza in new flavors and
packaging.
 3. Company can move to newer areas where it lias not reached yet.
4. Company can appoint better efficient sales team in the form of
distributors and their salesperson.
5. Company can move on to lower price.
6. Company can utilize funds on more retailer promotions and air
more advertisements on Television to create AI DA effect.
7. Company can bring more flavors of Maaza in the market since
people now want
change.

THREATS:
1. Competitors like Frooti becoming more aggressive in promotion and
advertisement.
2. The mind of consumer Frooti is just like juice, a big threat to Maaza.
3. The competitors being equally efficient in distribution and marketing.
4. The competitors which are in this business for years and had a monopoly
a few years back.
5. Entry of new players.
6. Consumer's Perception.

SALES TREND:

I started working from 1 June 2005. At that time, Maaza was started to capture
the market. A large number of cases selling per week were there. The trend
continued until first shower of rain came in Bhopal. Rainfall does have a bad
effect in the market of Maaza. It works as a deterrent to buy Maaza for both the
consumers and retailer. One of the reasons of not buying Maaza is that the
packing of Maaza is not airtight in tetra pack, due to which, it gets moist and
starts deteriorating very fast. This is a major area of concern for the company.
April, May and June are the best month for Maaza, though the sales continue
but it slows down as more and more rain falls in rainy season, the sale dies
down to a trickle.
 VI). MARKET FACTS:

1. The first problem, since frooti has capture the market because of long run
back, it has its market value whereas the market of Maaza is not as same as
frooti because of newly launched in Bhopal.
2. There were certain demands from the retailers for umbrella, boards etc. I
think these promotional activities are very important. Just like painting of
shutters, walls are done for Thumps Up, Coke etc. similarly these should be
done for Maaza also.
3. The advertisement and sales promotion of Frooti is done in such a way in
consumer's mind that Frooti is a Health Drink. But in the case of Maaza the
consumer believe that Maaza is not a Health Drink it is just a soft drink.
4. Regular schemes provided by the Frooti (eg. in buying of 24 bottles of
500ml, retailers get 2 bottles free). As in the case of Mazza there is no such
schemes provided.
5. Profit margin of frooti is more given to the retailers as compared to the
Maaza.
 I). MARKETING RESEARCH:

Marketing as a functional area of management is becoming increasingly

important as compared to other fields. AN decisions in modern business
organization revolve around the marketing information which can be collected
and utilized using marketing research techniques. Marketing research includes
all the activities that enable an organization to obtain the information. It needs
to make decisions about its environment, its marketing mix (price, product,
place, promotion, people, physical evidences, process) and its present and
potential customers. More specifically, marketing research is the development,
interpretation and communication of decision-oriented information to be used in
the strategic marketing process.

The most valid and complete definition of marketing research as given by

American Marketing Association is as follows.

"Marketing research is the function which links the consumer, customer and
public to the marketer through information used to identify and define
marketing opportunities and problems, generate, refine and evaluate market
actions; monitor marketing performance and improve understanding of
marketing as a process. "

Green and Tull, leading exponents of marketing research, define Marketing

research "as the systematic and objective search for and analysis of information
relevant to the identification and solution of any problem in the field of
marketing".

It specifies the information required to address these issues, design, the method
for collecting information, manages and implements the data collection process,
analyses the results, and communicate the findings and their implication".
Marketing Research has become most important tool in decision making in
marketing due to the following reasons:
1) Marketing Research is a media to fill the gap between producers and
consumers.
 2) It provides correct and reliable information about customers,
competitors and one's own activities to the manager, so that the huge
amount spent on marketing activities is utilized properly.
3) Since modern business is customer oriented, it provides the
producer a systematic and analytical approach based on an assessment of
customer requirement, which helps the producer in the maximization of net
profit by producing such product that fulfill the customer's outmost level of
satisfaction.
Thus marketing research is a systematic collection, recording and
analysis of data about the problem facing by the company. It helps the
marketing manager to develop and gather new information that is further
helpful in developing marketing strategies.
Now it can be said that marketing research covers a very wide variety
of activities ranging from analysis of market potential and market share to
studies of customer satisfaction and purchase intention.

II). RESEARCH AND METHODOLOGY USED:

The basic need of any research is data and the methods of collecting it. Data is
information on the basis of which inferences are drawn; therefore data becomes
a very important factor in research study.
The main purpose behind framing a methodology is to describe the
research procedure that includes research design. Data source. Data collection
method, Research instruments and sampling plan.

RESEARCH DESIGN:

The topic of study "Consumer preference, Demand & N4arket Penetration of

Maaza in Bhopal region'1 was descriptive in nature. It is a kind of study that is
undertaken when the researcher is interested in knowing the characteristics of
certain group such as sex, education level, occupation, income, Market potential
measurement, Target market evaluation etc. The purpose of such a study is to
ensure the "Who, What, When, Where and How" of the subject undertaken.
Thus, the Research design used for study was descriptive research design.
This is a comprehensive master plan of the study undertaken,
giving a genera! statement of the method used and procedure followed. It helps
the researcher to ensure that the requisite data is in accordance with the topic in
hand and was collected accurately and economically.

DATA SOURCE:
The various source of information can be broadly divided into two categories:

1) Primary source,
2) Secondary source

PRIMARY SOURCE:
Source from where first hand information's are gathered directly are called
primary source and information thus collected is called PRIMARY DATA. In
case of the above study, the primary sources were CONSUMERS.

SECONDA R Y SOURCE:
The source of information, already gathered for some other purposes arc
available, is called secondary source, and such data already collected earlier are
called secondary data. With regard to my study, secondary sources were records
of the company, magazine and papers.

DATA COLLECTION METHOD:

The following methods were used
(1) Survey method
(2) Observation method
(3) Experimental method
Keeping in mind the limitation of telephonic and mailed questionnaire
method, personal survey method was mostly used for collecting data through
personal interview with the help of a framed questionnaire.
As far as retailers are concerned, besides survey, non-structured
observation method was also used to get some data by watching the preferences
of both the consumers and the retailers.

SAMPLING DESIGN & SIZE:

The sample was chosen at random. It was stratified random sampling. The
sampling unit was Bhopal main for which this sample size was considered a fair
representative for these urban inhabitants. The sample consisted sub-samples
drawn from different age groups, income groups, professions, and sex groups
etc.
1. For analysis & interpretation of data I used:
No. Of respondents
% (Percentage) = --------------------------------------------x 100
Total No. Of respondents
2. For market penetration, I surveyed all the shops that are covered in
different routes of different distributors.
3. For retailer survey, 1 took a sample size of around 400 retailers in
various localities and areas.
4. For consumer survey, I took a sample of 200 respondents from various
age groups and localities.
5.
RESEARCH INSTRUMENT:

An instrument refers to the means by which the research is conducted. In the

given study, the means were questionnaires
Structured, non-disguised questioning method was considered appropriate for
collecting factual as well as attitude related data. It contained both open and
closed type (Dichotonomous, multiple type choice) questions.
 III). MARKET SURVEYS:

We conducted two surveys for Maaza, one was retailer survey in which was
done in two phases, and the other was consumer survey.
The first survey was to see how much is the sales of Maaza on each
shop on the route and to increase the sale of Maaza. For Sales, we used DSR
(Daily Sales Report Sheet), which also has columns for the other brands that are
in competition with Maaza. (Annexure 11). With the DSR, I also noted down
what are the other similar products the outlet is having.

The scope of the study is limited to the geographical area of Bhopal. It

covers almost all the channels available through which Maaza can be sold. It
takes into account the retailers, consumers and distributors of Bhopal region
only.
The Second Survey was the consumer Survey, which was aimed to know the
consumer preference and opinion about the product Maaza. For consumer
Survey we visited many places in Bhopal like R.K.D.F.College Of Engineering,
Birla Temple L.N.C.T.College ,various Cyber Cafes even some residential
buildings.

IMPORTANTCE AND RELEVANCE OF THE STUDY:

There is no certain formula for any particular problem. The aim of the study is
to develop the ability of decision-making .In management; right decision at
right time helps an organization to run smoothly. These decisions are based on
some logic and information received from the market. The training in a
company.

not only helps the trainee to develop managerial attitude but also helps the
company to take decisions vested on the information and data analyzed by the
trainee.

The training in an organization like Coca-Cola gives an idea of different

marketing activities used in any business when a problem arises.

ASSUMPTIONS:
The researcher while undertaking the study made the following assumption:
1. That the respondents are giving honest replies.
2. The sample size represents the fair population of Bhopal city.
3. That the respondents understand the questions.

LIMITATIONS:

Although ail efforts have been made to make the result as accurate as possible,
yet the survey suffers from some limitations. Following are some of the
limitations of the study. The purpose of mentioning these limitations is not to
dilute the quality of the result rather to enable the reader to judge the validity of
the result of the study:

1. Sample size of consumers was limited to 200 due to certain

constraints. Though it has been lived to make the sample as
representative as possible.
2. Duration of study also limited further intensive study Held wise.
3. Finding of the study which was done only at Bhopal main city may
not be applicable to all parts because of consumer's preference
behaviour vary from place to place depending upon socio-economic
and educational background.
4. Some consumers presented their biased opinion (because of good or
bad experience they had with the company), which put hindrance in
the interoperation.
5. It is likely that a group of respondents does not want to disclose their
real income.
6. Last but not the least weather was the most important constraints
because it rained consistently.

However, the limitations have been judiciously counter balanced as far as

practicable. However, the research of this type cannot be absolutely fixed in a
perpetual framework of time. In spite of some inherent limitations that report is
useful and presentable. Efforts were made to keep the consumer survey a
random sampling but due to time constraint, occasionally convenience sampling
is also done.

Data becomes meaningless in lack of proper analysis and interpretation. Data

analysis & interpretation is very important part of a research report. It is o n l y
after the correct analysis of raw data that the required information comes out
and the management can identify its weaknesses and take adequate step.

DATA ANALYSIS

I). CONSUMER SURVEY AND FINDINGS

Age Wise distribution of the Respondents:

Age Group No. Of Respondents Percentage

Below 15 years 28 14
15-25 years 82 41
25-35 years 56 28
35-45 years 26 13
45 years and 08 04
above
Total 200 100

4 14
13
Below 15 years
15-25 years
25-35 years
35-45 years
28
41 45 years and above
Interpretation:

The consumer survey was carried out among 200 respondents, selected at
random. We went to different places like playgrounds, colleges, schools,
planetarium, housing societies, cinemas halls, etc. to get these questionnaires
filled. The questionnaires contained 14 questions. The questions were prepared
with a view to get consumer behaviour insights towards Maaza. A copy of
questionnaires is attached as Annexure 1. The total no. of consumers for the
study undertaken was 200. They were from different age groups as it is clear
above the table.

THE FINDINGS ARE AS FOLLOWS:

1. Brand Recall

Brands No. Of Responds( 1st Recall) No. Of Responds (2nd

Recall)
Frooti 110 58
Maaza 75 121
Jummpin 3 8
Slice 7 Brand Recall 12
Others 5 1
I Total 200 200
140
120
100 Frooti
No. of 80 Maaza
respondents 60 Jummpin
40
Slice
20
0 Others I
Brand
Interpretation

As far as brand recall of different products available in the market like

Frooti, Slice, Maaza fared well at 2nd position, but even now, it is far behind
from Frooti because Frooti exists in the market from more than 15 years. As
we can see from the results Frooti is ahead in this race in the mind share of
people as far as these drinks are concerned.

2. Flavor Acceptability

Flavors Respondents(1st preference)

Orange 63
Lemon 41
Mango Flavour Acceptibility 52
Pineapple 17
Litchi 12
70
Apple 63 15
60
No of Respondents

Total 52 200
orange
50
41 lemon
40
mango
30
pineapple
20 17
12 15 litchi
10
apple
0
Flavour
 Interpretation:
I also tired to find out about the flavors that are most liked by people. The
results are in line with the sales trend of different flavors, whether it is Maaza,
Frooti or Juc-Up. I also asked the new flavors which they would like to have like
Litchi & Apple As we can see, Orange flavour is the most favorite of consumers,
then is mango and then comes lemon. Pineapple is not going well with the people of
Bhopal. I also tried to find out what are the other flavors that people here would like
to drink. The response from consumers were in favor of Apple & Litchi.

3.Brand Awareness:

Responses No. of Respondents

Know very well 104
A fair amount 32
A little bit 19
Heard of only 22
Never heard of 23
Total 200
 Brand Awareness

12%
11%

10% 51%

16%
Know very well A fair amount A little bit
Heard of only Never heard of

Interpretation:
In the case of Brand awareness, Maaza showed high brand awareness more
than 50% respondents know the brand "Maaza".11.5% respondents never heard of
the brand Maaza. Here one important thing is that the awareness is very high
among school going children & teenagers.

4.Preference of Maaza & other brands:

Reasons Positive Respond

Well Priced 30
Availability 50
Taste 65
Brand 55
Total 200

Reasons For
Maaza Preference
15%
28%
Well Priced
Availability
25%
Taste
32% Brand

Reason for Other Brand Preference

Reasons Positive Respond

Price 28
Availability 72
Taste 47
Brand 53
Total 200

Reasons For Other

brand Preference
14%
27% Price
Availability

Taste
35%
Brand
24%

Interpretation:

I also asked the respondents why they prefer Maaza or other brands, especially
Frooti. The reasons for other brands preference, especially Frooti, because as
consumer mind set "Frooti as health drink" and also because of market value.
Here it is a threat for The reasons for other brands preference, especially Frooti,
because as consumer Maaza because other companies have also similar
concepts and can come out with products in similar price range products. So the
company should act fast to give their consumers value for their money and give
something extra which other product is not able to provide them.

5. Brand loyalty:

Parameters No. Of respondents Percentage

Look Maaza elsewhere 92 46
Buy another brands 48 24
Buy the brand the retailer offers you 30 15
 Buy other substitute drink 21 10.5
Do not buy at all 9 4.5
Total 200 100

Brand loyality

11% 5%
Look Maaza
elsew here
15% 45% Buy another brands

Buy the brand the

retailer offers you

Buy other substitute

24% drink

Do not buy at all

Interpretation:

No. of respondents "what they would do if Maaza were not available on their
shop" to check the brand loyalty. The results are encouraging for the company. The
customers of Maaza are, if not very much loyal to the brand, but at least prefer
this brand to other brands.

. Effect of Advertisement:

Media No. Of respondents

TV 90
Friends 26
 Newspaper 7
Posters& banners 60
Retailers 17
Total 200

Effect Of Advertisement
TV
9%
44%
Friends
30%
Newspaper
4% 13%
Posters&
banners

Retailers

Interpretation:

Most people are motivated towards buying Maaza due to

advertisements aired on TV Channels. Other motivating factors are friends,
Newspapers and posters & banners and retailers, etc. It was found that
advertising through television & retailers (POP) was most effective & plays the
most important role in making the consumers aware of the product.

7. Place of Preference:
AGE PLACES SHOP HOME RESTAURANT OTHER
GROUP PLACES

Below 15 years 7 23 10 0

15-25 8 20 25 23

25-35 7 15 15 7

35-45 2 21 6 3

45 years and above 0 7 0 1

TOTAL 24 86 56 34

Place Of Preference
SHOP
17% 12%
HOME

RESTAUNRANT
28% 43%
OTHER
PLACES

Interpretation:
Generally, people prefer to consumer at home. Apart from home, the
preferred places, restaurants or other places of convenience.

8.Price Effect
 Prices No. Of respondents

Rs3 20
Rs6 36
Rs8 63
Rs20 40
Rs36 41
Total 200

Price Effect

21% 10%
Rs3
18%
Rs6
Rs8
20% Rs20
Rs36
31%

Interpretation:

The pricing of the product plays an important role in the marketing of the
product. Generally, the lower the price the higher the sells. As the survey
indicates, more than 60 percent prefer RGB.

9. Perception about Maaza

Perception No. Of respondents

Excellent 43
Very good 26
Good" 44
Average 24
Bad 18
Very bad 17
Total 172

Perception About
Maaza

11% 4% 23% Excellent

Very good
16% Good"
Average
Bad
19% 27% Very bad
Interpretation:
The Product has a fair impact over the consumers' mindsets. More then 60% of
the respondents have perceived it as good whereas 20% felt bad about it. About
15% of the respondents were not too sure about it.

10. Reasons for Satisfaction:

Parameters No. of Respondents

Price 37
Taste 57
Packaging 18
Availability 40
Brand name 48
Total 200

Reasons For Satisfaction

24% 19%
Price
Taste
Packaging
Availability
Brand name
20% 28%
9%

Interpretation:-

The most liked features of the product include low price, and its taste. Other influence
features being a Coca-Cola product and easy availability
 11. Reasons for Dissatisfaction:

Parameters No. of Respondents

High Price 72
Taste 19
Availability 23
Limited Flavours 18
Packaging 40
Others 28
Total 200

Reasons for Dissatisfaction

14% High Price
35% Taste
20%
Availability

9% 10% Limited
12% Flavours
Packaging

Others
Interpretation : -

What people dislike most about this product is its price that masses
consider too high because the brand Frooti provides similar products. The
other reasons of dissatisfaction are its taste and availability in limited
flavors apart from its packaging.

II). RETAILER SURVEY AND FINDINGS:

There was two phases of retailer survey carried out by me. One survey was
aimed to see the different outlets in which Maaza is present. It also makes a
comparison in terms of distribution and availability with other similar products
like Frooti, Slice, Jumpin, etc. present in the market. The other survey was to
fill the Questionnaire of the retailers. The survey took into consideration around
400 shops. Among all the shop visited and observed, about 80% were
Provision/ Restaurant, Grocery shops, 2% were Stationary and PCO, 8% were
Pan Shops, 4% were Sweet Shops and Medical shops and others were 4%.
Maaza has its presence in these various channels. Maaza has its presence in
80% of these shops, Frooti in 60% of these shops. The presence of slice is very
less, around 30-35% of the shops. The distribution and availability of slice is
not mat good despite the fact that it is a Pepsi product.

Types of Outlet Numbers of Outlets Visited

Provision stores/Restaurant 318
Stationary shops 8
Sweet shops 16
Pan shops 32
PCO 8
Others 16
Total 400

RETAILER'S PERCEPTION:

A survey was conducted to study the retailers views of present market, further
trend and the consumer behaviour patterns. The findings of the survey are as
follows:
• Retailer stated that the consumers are loyal to the particular flavour.
• But as far the loyalty for the brands in each segment is concerned, it is
not very significant.
 • 43% of the retailers told advertising is the key component in driving
sales, while 32% stated promotional schemes and 20% brand loyalty as
the reason.
• They usually sell the product in which they get maximum benefit. For
this, the companies try to offer them higher margins.
• One Of the main factor about Maaza is, it is newly launched in Bhopal.

THE FINDINGS ARE AS FOLLOWS

1. Availability of Maaza:

Types of Outlet Number of Percentage

Respondents
Provision stores/Restaurant 320 80
Stationary shops 8 2
Sweet shops 16 4
Pan shops 32 8
PCO 8 2
Others 16 4
Total 400 100

Availability of Maaza Provision

stores/Restaurant
Stationary shops
4% 8% 2% 4%
Sweet shops
2%
Pan shops

PCO

Others
80%
Interpretation

From this survey, we can see that the availability of Maaza is satisfactory and it
is as par with nearest competitors. But Frooti is market leader and is catching up
very fast. The distribution of Maaza has utilized all the available channels. It has
made Medical shops, Pan Shops, and even few Vegetable shops productive.
Today many sweet shops sell Maaza and distributors get regular demand from
these shops.

2. Reasons for Sale

Reasons Responses

Market demand 168

High margin 36
Quality 72
Availability 32
Gifts & schemes 16
Brand name 56
Others 20
Total 400

Resons for Sale

5% Market demand
14%
High margin
4% 42% Quality
Availability
8% Gifts & schemes
Brand name
18% 9%
Others

Interpretation
 we interviewed retailers with the help of Structured Questionnaire and asked
about the position of the brand; reasons for sale and about the activities that
the company should undertake to promote the product. The second retailer
survey was about what are the promotional activities that the company should
indulge itself in, so that the sale of Maaza could be increased and will induce
retailers to push the product.

3. Reasons for Not Sale

Reasons Responses
Market Demand 104
Quality 40
Irregular Supply 60
Margin 100
Gifts & Schemes 76
The Product 12
Others 8
Total 400

Reason for Not Sale

3% 2% Market Demand
19% 26% Quality
Irregular Supply
Margin

10% Gifts & Schemes

25% The Product
15%
Others

Interpretation
 Many responses were in favour of more margins, many responses were in
favour of gift items to be given to the retailers. The survey also was aimed at
finding the reasons for not keeping the product in the Shops. There were
some reasons given by the shopkeepers, who are summed up in the
parameters of demand, quality, irregular Supply, profit margins, brand name,
the product itself, gift & schemes and other reasons. The responses are given
in the graph below. One thing that came out from this survey was that
retailers bought Maaza from different persons at different rates, which caused
dissatisfaction among the shopkeepers. The retailers also asked us to give
more TV advertisements of Maaza. Some retailers also asked about more
POP, banners, posters and boards, which are very helpful in promoting the
product.

4. Satisfaction of Retailers / Distributors

Responses of Customer No. of Responses Percentage

Yes 288 72%

No 112 28%

Satisfation of Retailers/Distributors

28%

Yes
No

72%

Interpretation –
One major problem is that the margin for the distributors is not very high. It is
6% when sells on the stipulated price. Therefore, more margins should be
given to the distributors So that they can take more interest in selling Maaza.
The distributors should be given lager areas. The distributors do not
take interest when their area is small, because for every beat there expenses
are more than their profit. Therefore, they do not get proper motivation to
increase the sale. When the areas will be large, the volumes will be high and
they will be able to make profits.

CONCLUSION

1. Maaza is-a coca-cola product. It is a mango flavor soft drink. Maaza comes
in one flavor of mango, it comes in different sizes of packs, tetra pack(65ml
& !25ml), PET bottles(250ml). PET bottles (600ml & 1200ml).

2. The other brands of instant drink available in market are Frooti. Slice and
Jumping. In Bhopal region Frooti is a market leader having 50% market
share and Maaza has the second largest market share of 35%. The other
brands are not doing well in the market having only total of remaining 15%
market share.

3. Maaza was launched in the market last year, and in just 1-year time, it has
became a popular soft drink compared to the existing brands other than
Frooti.

4. Maaza is sold through all the available FMCG channels in the market even
from Pan Shops, Sweet Shops. STD booths, vegetable shops, etc.

5. The retailer survey revealed that the demand of Maaza is very-good by the
consumers. However, they were not satisfied by the margins they were
getting on the sale of Maaza. They were also not satisfied with the gifts and
schemes given by the company. 28% of the retailers showed their
dissatisfaction from the company which were due to distributors &
salespersons irregularity in visits. Delivery schedules, margins and
company policies.

6. The distributors are satisfied with the Maaza because of its demand and
sale. But the distributors were facing problems due to company policies.
 For replacing old expired packets, company do not have proper policy
framework like when the packets will be taken back, and when in lieu of
them product will be made available to the distributor. It leads to blockage
of funds of the distributors, which causes dissatisfaction to them.

7. The consumers like the taste of Maaza very much. They also prefer Maaza
than other brands because Mango flavor is very much liked by the
consumers. They will also prefer the Maaza if it comes in other flavors. The
consumer survey also revealed some causes of dissatisfaction also. The
major cause was packaging due to which the sachets become moisturized
after storing for long time because consumers generally consume Maaza at
home and they store it for some occasions. Frooti has very good brand image due
to its presence in the market from years. Frooti has become a generic name
for carbonated mango soft drink & "Juice". Here extensive advertisement
will play a very important role in making Maaza presence in the market.
Advertisement through TV and Posters & banners at the shops has the
largest motivating effect on customers.

8. More than 85% of the consumers are aware about the availability of the
Maaza. The awareness is very much high among school going children's
and teenagers. The brand loyally of Maaza has also increased. More than
60% of the consumers, who have consumed Maaza, prefer this brand over
others brands due to its taste & ease of making (no need to add sugar).

9. After doing the project, I am of a firm view that Maaza has all the qualities
required to become a hit. ft already had hit hard on its competitors. The
market penetration achieved in only one year of its launch is amazing. The
trend should continue. The reasons for the success for Maaza are many. The
new concept has gone well with the consumers. The taste is good and is
very much liked by the consumers. Its availability is satisfactory. The brand
name of COCA-COLA has worked in favour of Maaza.
 RECOMMENDATION

There are some recommendations 1 would like to make after surveying

the market and consumers. 1 had moved with the trolley, salesperson and
distributors to find out the real problems in the market and the potential for
MAAZA in market:

1. The company through its distributors has reached to the masses. But
the company must know that promotions in the form of TV and print
media are very important to keep the product alive in the memory of
people. The management should take care that the advertisement of
MAAZA is done on an extensive scale to beat Frooti. It could boost
up sale of Maaza to maximum.

2. In view of the competition from FROOTI, especially from FROOTI

tetra pack, the company should make efforts to come up with a
similar product in the price category to compete effective with Frooti
tetra pack, because it has similar effect as that of Rs.5 for Thumps up
or coke. This is a price point at which everyone from a child to an
old age person is comfortable. This is the threat as well as an
opportunity to Maaza, as I had seen in the market and my survey
reveals the same thine.

3. In line with the product promotion for PET bottles of Maaza, similar
promotion for the tetra pack should also be planned.
4. To attract children towards Maaza, some tattoo or other toy should be given
free with the tetra pack of Maaza. This will effectively cut the market of not
only its competitors, but also other products like Sweet gums or Chocolate.

5. As revealed through my findings that the target customers are school going
children, effort should be made to sell the product among the desired age group.
The concept of spot selling should be done in school and shopping malls to
attract more children.

6. One major problem is that the margin for the distributors is not very high. It
is 6% when he sells on the stipulated price. Since it is a low margin game for
the distributors, so they should be given lager areas. [ have also seen that the
distributors do not take interest when their area is small, because for every beat
the expenses are more than their profit. When the areas will be large than
volumes will be high and they will be able to make profits and take more
interest in selling Maaza.

7. If possible, in order to solve the moisturizing & storage problem of tetra

packs, the company should change the packaging from normal to airtight
packaging.

8. While I was surveying, some people viewed that the company docs not
sponsor any events or sports. The Company should sponsor events especially
cricket matches or function in schools like Annual day or sports day. This w i l l
not only increase brand awareness but also visibility of Maaza in those areas
where the company wants.

9. For replacing old expired packets, company should make proper policy
framework like when the packets will be taken back, and when in lieu of them
product w i l l be made available to the distributor. The process of taking back
the expired packets should start before the summer season and the product
should be made available at the start of the season.

10. When the shopkeepers know that Maaza is a product of Coca-Cola, then
they expect gift from Maaza also, as they get in soft drinks. Therefore, some
gifts should be given from time to time to the retailers, to provide them
motivation to remain loyal to the company's product Maaza.

11. The company should arrange periodical meeting with distributors and
wholesalers. Tour trips and prizes should be arranged for motivating and the
high performance output.
12. Delivery of stocks on time is crucial failing which many customers will be
lost to the competitors.

BIBLIOGRAPHY

1. “Marketing Management”. By Philip Kotlar .

2. “Research Methodology, Methods & Techniques”.

By C. R. Khotari, second edition 2003, Vishwa Prakshan.

3. Internet and Company report

 ANNEXTURE I

HINDUSTAN COCA-COLA MARKETING COMPANY PVT. LTD.

BHOPAL

Consumer opinion.

Ql. Respondents prefer Maaza as their favourite drink according to their age
1). Below 15 years 2). 15 – 25 Years
3).25-35 Years 4) 35 – 45 Years
5)- 45 – Above Years

Q2. How did you come to know of the existing brands?

1). TV [ ] 2). Newspaper [ ]
3). Hoardings & banners [ ] 4). Friends [ ]
5). Retailers [ ]

Q3. Which brand do you use most?

Frooti Maaza Slice Jumping Any other

 Q4. Which flavors do you like the most (rank it accordingly- 1 to 7):

Orange Lemon Mango Pineapple Apple Litchi Any-

other

Q5. Where you generally consume fruit flavour soft drink.

i). Home [ ] ii). Shops
iii). Restaurant [ ] iv). At any place of convenience

Q6. At what price would you like to buy the fruit flavor soft drink?

Re 3 Rs. 6 Rs. 8 Rs. 20 Rs. 36

Q7. 1 low much you know about "MAAZA".

i). Know very Well. [ ]
ii). Know a fair amount. [ ]
iii). Know a little bit. [ ]
iv). Heard of. [ ]
v). Never heard of. [ ]

Q8. I use/can use Maaza because:

I. The price is reasonable [ ]
II. The available in mango flavor
[ ]
III. It is available easily
[ ]
IV. The taste is very good
[ ]
V. It is a Coca-Cola product.
[ ]
Q9 How you feel towards the product Maaza:
i). Excellent [ ] ii). Very good [ ]
iii). Good [ ] iv). Average [ ]
v). Bad [ ] vi). Very bad [ ]

Q10 I prefer other brand than Maaza because:

i). Due to less price than Maaza. [ ]
ii). it can make more number of glasses, [ ]
iii). I like other flavor. [ ]
iv). Easy availability of the product. [ ]
v). Any other______________________________________. [ ]

Q11. If Maaza is not available in your Shop then

I. Look for Maaza elsewhere [ ]
II. Buy another brands [ ]
III. Buy the brand the retailer offers you. [ ]
IV. Do not buy at all. [ ]
V. Buy other substitute drink [ ]

Q 12. Any suggestions

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PERSONAL INFORMATION

Name & Address –

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-

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Telephone Number - ----------------------------------

Email Id - ----------------------------------------------------
Age: - …………………… Sex: - ……………………………………

Occupation - ……………………. Family Size:- ………………………

Income –
I. Below 5000 II 5000 – 10,000
III 10,000 – 15,000 IV 15,000 – 20,000
V Above 20,000

Thanks for co-operation

Signature of the respondent

ANNEXTURE II

HINDUSTAN COCA- COLA MARKETING COMPANY PVT. LTD

Bhopal
Questionnaire for Retailers:

Name of the Shop:_____________________________________________

Area/Route:__________________________________________________

Q1. Which is the highest Selling brand of your Shop?

i). Maaza [ ] ii). Jumpin [ ]
iii). Frooti [ ] iv). Mangola ]
v). Slice [ ] vi). Any other [ ]

Q2. You keep Maaza because:

i). Market demand is high. [ ]
ii). There is high margin [ ]
iii). The Quality is very good. [ ]
iv). There is regular Supply of the product. [ ]
v). It is a Coca-Cola product. [ ]
vi). Company provides gifts & Schemes to retailers. [ ]
vii). Any other____________________________. [ ]
Q3. You do not keep Maaza because:
i). No/less market demand. [ ]
ii). There is less margin [ ]
iii). The Quality is not good. f ]
iv). There is no regular Supply of the product. [ J
v). Company provides no/less gifts & Schemes to retailers. [ ]
vi). 1 do not keep a Coca-Cola product. [ ]
vii). Any other____________________________. [ ]

Q4. Are you satisfied with the Supply of Maaza? Yes [ ] No [ ]

Q5. What do you expect the company should do to improve the Sales of Maaza? Please
Specify.

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Signature of the Shopkeeper