By

ARIJIT MAJUMDER-010108071
ASAD ANWAR-010108058
16/07/2010 PRIYANKA GHOSH-010108041 1
 The company was established in 1986 and is based in
Mumbai, India.
 The group entered into a franchisee agreement with the
food and beverage giant – PARLE

 Keventer Agro Pvt Ltd manufactures, distributes,sells

and exports fruit drinks in India and abroad

KEVENTER AGRO 2
 It earned the coronet of being the first to
introduce the aseptic packing in beverage
category

 It also offers fruit & milk drinks, packaged

mineral water & edible oil

 It also exports fruit-pulps & spices, across

different countries.

 
Mahendra Kumar Jalan
  Director of Keventer

 
 
 

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 FROOTI : It is the most popular mango drink since 1985, mostly popular as ‘fresh n juicy’

 APPY FIZZ : It is a sparkling apple drink that comes in a sleek champagne-shaped bottle.

 GRAPPO FIZZ : It is a sparkling grape drink, launched in 2009

 LMN : It is a natural fruit based lemon drink with vitamin C

 BAILEY : It’s a Packaged Drinking Water. The first water brand to be issued the ISI
certification.

 UTSAV : It is one of the leading mustard oil labels in the country and was launched in the
end of 2006

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FROOTI APPY FIZZ LMN

Maaza Fanta apple Nimbooz

Slice Real’s apple Sprite 

Real’s mango Tropicana’s apple Minute Maid

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 To study the sales of Keventer’s beverage products

 To study the taste and preferences of the consumer

 To study the market response to the new packaging of Frooti.

 
 To study the marketing mix of Frooti, Appy Fizz, Grappo
Fizz, LMN
 
 To study their market share in the Non-Carbonated Soft Drink
(NCSD) category

 To Analyse the distribution network

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 DATA COLLECTION
1) Primary Source : A. Retailers
B. Consumers

2) Secondary Source : A. Website

B. Magazines and Newspapers
 
 RESEARCH INSTRUMENTS
A. Questionnaire
B. Personal interview
 

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 SAMPLING DESIGN

1) Sampling Unit: A. Consumers

B. Retailers
2) Sample Size: A. 100 Units ( consumers )
B. 240 Units (retailers)
 

 We have taken sample from following areas:

1) SOUTH KOLKATA
2) NORTH KOLKATA
3) DIVISION 2
4) SUBURBS OF KOLKATA
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 IS FROOTI A HEALTH DRINK?
1) Frooti is not perceived by the majority as a health drink

 CONSUMERS AWARENESS REGARDING DIFFERENT

FLAVOUR OF FROOTI
1)Consumers are not aware about all the flavours of Frooti
2)Green mango flavour is less promoted, so its acceptance is less
among the consumers

 FROOTI IN DIFFERENT FLAVOURS

1)Our survey shows the percentage of respondents who think that
Frooti should come in other flavours are about 77%
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 IS FROOTI A CHILD DRINK
1. Frooti is more of a family drink rather than a child drink.
2. Frooti has market in all age-groups

 CONSUMERS RESPONSE OF MOST CONVINIENT FORM OF

PACKAGING
1)As Frooti was the first to introduce PET bottle packing in
NCSD category, this shows it was the right move from
convenience point of view.
 AVAILABILITY OF FROOTI
1)Survey shows the percentage of respondents who think Frooti is readily available are
82%
2) Good distribution channel of Frooti.
3) Good demand for Frooti in the market

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CONSUMER
PREFERENCE
FROOTI COMPETITORS CONSUMER PREFER

INFERENCE : INFERENCE :
1. Emergence of Slice as Frooti’s main 1.Highest selling brand in the surveyed
competitor. market is Coke.
2. Growing threat to Frooti’s leadership in NCSD 2. Keventer stands as the third highest selling
category. brands in the market
3. Increasing consumer preference towards Fruit
juice segment. 12
CONCLUSION

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FROOTI APPY FIZZ LMN 14
 It has been observed in areas of South Kolkata that
the sale of TCAs of Frooti is more than the Tetra
packs and PET’s

 PET’s are more preferred by the consumers than

the Tetra Packs

 It is conceived either as a kid’s drink or a family

drink
 

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 As per our survey it was revealed that Appy
Fizz does not have a strong consumer base
like that of Frooti

 Sale of PETS are more than the Tetra packs,

as young professionals buy it as a non
alcoholic drink for parties

 People cannot identify with the advertisement

and its taste is not the familiar one.

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 It was revealed during the surveys that LMN
became very popular during the summers

 The Tetra packs were sold more, as they are

preferred more by the students because of their
price

 PET’s lag behind as they are not bought by the

housewives who still insist on home made lime
juice
 

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FROOTI APPY FIZZ LMN 18
 In the North Kolkata region tetra packs of Frooti are sold more than
the TCAs and the PETs

APPY FIZZ
 In North Kolkata Tetras are sold more than the PETs , People in these
areas want to choose Appy drink but it does not take place

LMN
 This summer it was seen that in the regions of North Kolkata the Tetra
packs of LMN had been bought more by the consumers

 It was purchased as it act as a readymade thirst quencher in the heat

 PET’s suffered in their sales as people would have LMN when they
are not at home, but once at home they preferred home made
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FROOTI APPY FIZZ LMN 20
 PET’s of Frooti are sold more than the
TCAs and the Tetra’s

 DIVISION 2 comprises mainly the posh

areas of the city

 This is why PET’s are preferred more

by these elite professionals than TCAs
and Tetra’s

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 As per our survey in Div 2 tetras of
Appy are sold more than Appy Pets

 As people are more attracted towards

other flavours other than Appy

 Ads could not capture the imagination

of the aged consumers

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 In Division 2 trends showed that in these
areas PET Bottles of LMN are sold more
in this peak season than the Tetra packs

 This is a result of the fast life styles of the

young generation who buys LMN and
keeps them in store at their home as
LMN offers for hygiene, convenience,
refreshing taste, affordability and
availability.
 
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 Frooti must come in flavours of Pineapple and Strawberry in
addition to mango

 Appy is a nectar drink made from apples, so it must change its

appearance and make itself appear more like a fruit drink

 Grappo fizz is a carbonated grape drink and has a unique taste,

look and also interesting positioning as a “Cool Drink” but it should
be positioned as a pure fruit drink

 LMN must never compromise with its taste since packaged nimbu
pani has tremendous growth potential

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 Frooti was introduced in a new tetra pack packaging in 65 ml quantity which is
priced at Rs 2.50 each and Parle is promoting it as “5 KA 2 OFFER”, which
means 2 packs

 For TCAs, Frooti still maintains strategic price of Rs. 5 for its popularity in the
suburbs and economically weaker areas.

 LMN must also be strategically priced like the TCAs of Frooti as LMN has to
face stiff competition from the cheap and readily available roadside nimbu paani

 Grappo Fizz and Appy Fizz have to come out of their niche target and have to
price the products in a way that attracts consumers from all section of the society
 

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 To capture the huge unorganized sector, Frooti should be
promoted as a retailing chain outlet in India on the lines of
Barista which is in the retailing of coffee.

 Since the delivery of the Keventer’s beverage products is

very slow in the suburbs of Kolkata, it has to be faster and
more efficient

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 Appy and Grappo Fizz should come with advertisements
projecting them as healthy fruit juice meant for
everyone, not only for cool young people

 For LMN and Grappo Fizz, an intensive consumer

activation campaign should be followed by adopting
strategies of multi-city launches and road shows, hosting
school/college fests and competitions
 

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SWOT ANALYSIS

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 Market leader in NCSD category

 First to introduce Tetra Pack , PET Bottle & TCA in NCSD

category

 Frooti has got a strong brand acceptence

 Appy Fizz is considered as best Apple nectar drink

 Efficient distribution network as its readily available in suburbs

 They got a very large quantity basket-as it’s available in various

quantities
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 Frooti is not perceived as health drink as per our survey

 Frooti has limited variety of flavour- only mango and green mango

 The main target audience of frooti is kids

 Grappo fizz does not have the market acceptability

 They have no brand ambassador

 The delivery of the product is very slow in the suburbs

 Profit margin given to the retailers & distributors is comparatively lower

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 Huge untapped unorganized sector in NCSD category

 Huge untapped market in other flavours viz. orange, etc.

 Growing market share of NCSD category

 Demographically, in the coming years around 55% of the

population will be below 35 years in age which should be
major target market of Frooti.

 Health awareness- most of the consumers prefer fruit drinks

than carbonated drinks
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 Presence of huge unorganised market road side vendors

 High consumer preference for flavours other than mango &

green mango

 Competition with global giants like Coke, Dabur, Real,

Pepsico

 Some of the segments have decreasing market share in NCSD

category

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 1. “Philip Kotler”, Marketing Management, Millennium
edition.
 2. www.parleagro.com
 3. www.netmba.com
 4. www.indiainfoline.com
 5. www.financialexpress.com
 6. Business line.
 7. Brand Equity, Economic Times
 8. www.keventer.com

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THANK YOU

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