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Frooti Parle
Submitted in partial fulfillment of the requirements for the award of the degree of


Guru Gobind Singh Indraprastha University, Delhi

Session 2011 – 12

I, Himani Ghai, Enrolment No.04321301710 of BBA-III Sem-II Shift from Tecnia Institute of Advanced Studies, New Delhi has done my secondary data based study & prepared Minor Project Report on the Company “Frooti parle” for partial fulfillment of

Bachelor of Business Administration (BBA) to be awarded by G.G.S.I.P. University, Delhi .

Date: 5-12-2011 (Himani ghai) Certified by:

(Dr. Ajay Pratap Singh) Assistant Professor Management Department

I would like to thank (Director) who has been a constant source of inspiration and my special thanks to DR. AJAY PRATAP SINGH (project guide from the institute) for her extensive guidance, cooperation and support.

Finally, I wish to express my gratitude to all those who have in one way or other helped me in the successful completion of my project report.

Himani Ghai 04321301710

1. Introduction and company history 1.1 About frooti 1.2 History 1.3 Non Carbonated soft Drink market in India

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1 vision 2. Bibliography 25 29 31 20 21 23 13 16 18 11 11 Chapter-1 4 .2 Mission 3.3products 4. Conclusion 7. Vision.2 Director Statement 4.3 Auditor`s Report 5.1 Financial Results 4. Company`s Image 5.2.2 Marketing Mix of Frooti 3. Financial Linkeages 4. Mission and Objectives 2.1 SWOT analysis 6. Marketing Linkeages 3.1MarketingMix 3.


Ingredients The drink contains mango pulp.1. 250ml 200 ml and 65ml packaging . which saw the launch of Frooti Mango in a trendy convenient tetra-pack. water.1 ABOUT FROOTI:Mango . fresh 'n' juicy. 6 . Frooti Mango is Parle Agro's flagship brand and India's leading fruit drink with an 85 % market share. Frooti is like an Indian ambassador and is a hot favourite not only in India but all across the world. Frooti is the market leader in Fruit drink segment in Non Carbonated Soft Drink (NCSD) category. What does Frooti stand for? Frooti. Green mango flavours all over India and in Orange.India's national and most premium fruit was a virtually untapped segment until the year 1985. full of fun-n-masti. Frooti also comes in PET bottle packing. sugar. 500ml. with good wholesome values for kids and teenagers alike and consumed by all… universally. Frooti is available in Mango. ascorbic acid and approved colouring and flavouring. Now. citric acid. It is all about trendy fresh natural fruit drinks. Strawberry and Pineapple flavours in some selected regions in 1 litre.

The present ad campaigns focus on reaffirming Frooti’s leading position across India in a confident manner. Frooti is offered in size variants: 1 litre. Fresh and Juicy”. it wasn’t the first mango drink.1. Brand Communication Over the years the brand has experienced a series of repositioning. Eventually. A consumer study revealed that the consumers needed a recap bottle that didn’t exist in the mango drink segment. Packaging To ensure convenience. the original tagline. Frooti quickly acquired a large market share. The tagline. 250ml and 200ml TetraPaks. From the original tagline “Mango Frooti. helped the brand strengthen and consolidate its position as the leader.2 History Frooti was launched in a green rectangular TetraPak as a ready-to-serve mango drink. 7 .“Mango Frooti. since it could be carried easily and conveniently. The packaging played a major role behind its success. Fresh and Juicy” to “Juice Up your Life”. Frooti also provided a refreshing mango taste that translated into a huge demand for itself. Fresh and Juicy” was reinstalled. Although.“Mango Frooti. making it the first mango drink to be offered in the PET bottles. Parle Agro considered the consumer requirement strongly and launched Frooti in a new hygienic hotfill PET bottle.

while Nectar needs to have a minimum fruit pulp content of 25%. The two key national level players in the juice segment are Tropicana and Real. estimated to be growing by 20-25% pa. Godrej Xs and Parle’s Appy. Tropicana has an estimated share of 3035%. Godrej’s Jumpin and Coca-Cola’s Maaza and Pepsi’s Slice are the major brands.3 NON-CARBONATED SOFT DRINK MARKET IN INDIA AN OVERVIEW The non-carbonated SOFT DRINK (NCSD) sector can be classified as Fruit drinks. The classification is based on the percentage of the fruit pulp content in the beverage. while the Juice market (Branded & Packaged) is estimated at Rs150crores. 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 8 . Real is the market leader with 55-60% market share. The Juice category is the fastest growing segment at present. besides a huge unorganized sector. The total size of the branded non-carbonated beverages in the organized segment is estimated at Rs500crores. Nectar is a small category of around Rs35-50crores. Parle’s Frooti.1. the key national players are– Dabur . Nectar and Juices. In the fruit drink category. Fruit drink has to have minimum fruit pulp content of 10%. Several local/ regional brands also exist. The Fruit drink segment is estimated at Rs250-300crores. In the Nectar segment. The fruit drinks category has also been witnessing growth of around 5% pa.

with the growth of the NCSD category. its share has been declining because of the growth in Fruit Juice segment. s sourced from the rich natural environs of Himachal Pradesh. Frooti has to compete with all the segments in this category to take a larger share of this growth. The clear and crisp Appy Nectar is a premium product available in a 200 ml easy to pour pull-tab opening pack. Frooti is the clear market leader with around 85% market share but in the NCSD category as a whole . In the Fruit Drink segment. It was Introduced in 1985 and it was the first Fruit Drink to be introduced in India. 9 . It is the fashion brand of Parle agro.increasing Health Awareness among consumers and the Pesticide issue relating to Coke and Pepsi. So.


Today. Today Frooti has an 85% market in the Fruit Drink segment. Appy.600 crore with group strength of over 1000 employees. wholesome agro based food and drink brands through which Parle can build a profitable. growth oriented organization”. Parle is a leading Indian Food and Beverage Company. including over 400 professionals. Today its brand portfolio consists of No. N-Joi and Bailley". Parle agro was the first to identify the dormant mango segment in India and launch India's first national Mango drink . We will stand apart from the competition by being the first in the market to innovate. 2. the only Indian transnational giant with the past experience of having successfully launched leading soft drink brands like "Frooti.Frooti Mango. the Parle Group turnover is over Rs.2 Mission:“To provide consumers superior.To be the leaders in our business. 1 brands like Frooti along with Appy. N-Joi and Bailley. 11 .


Product. promotions. advertising. The ingredients in Borden's marketing mix included product planning. price. and fact finding and analysis. physical handling. Jerome McCarthy later grouped these ingredients into the four categories that today are known as the 4 P's of marketing. pricing. personal selling. display.Marketing decisions generally fall into the following four controllable categories: Product Price Place (distribution) Promotion The term "marketing mix" became popularized after Neil H. 13 . Place and Promotion. servicing. distribution channels. branding. E. packaging. Borden published his 1964 article. Borden began using the term in his teaching in the late 1940's after James Culliton had described the marketing manager as a "mixer of ingredients". The Concept of the Marketing Mix.

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.These four P's are the parameters that the marketing manager can control. Product Decisions: The term "product" refers to tangible.) Suggested retail price Volume discounts and wholesale pricing Cash and early payment discounts Seasonal pricing Bundling Price flexibility Price discrimination Distribution (Place) Decisions 14 . physical products as well as services. subject to the internal and external constraints of the marketing environment. etc. Here are some examples of the product decisions to be made: Brand name Functionality Styling Quality Safety Price Decisions: Some examples of pricing decisions to be made include: Pricing strategy (skim. penetration.

Some examples of distribution decisions include: Distribution channels Market coverage (inclusive. pull. Promotion decisions include: Promotional strategy (push. promotion represents the various aspects of marketing communication. the communication of information about the product with the goal of generating a positive customer response. that is. etc.) Advertising Personal selling & sales force Sales promotions Public relations & publicity 15 .Distribution is about getting the products to the customer. selective. or exclusive distribution) Specific channel members Inventory management Warehousing Distribution centers Order processing Transportation Reverse logistics Promotion Decisions In the context of the marketing mix.

Green mango.2 MARKETING MIX OF FROOTI A) PRODUCT: A product is anything that can be offered to a market to satisfy a want or need. Mango Frooti contains vitamin A which is essential for eye sight.3. Frooti comes in Fruit drink segment of NCSD category (NON CARBONATED SOFT DRINK) Frooti is available in following quantities: 1)65ml (Only Tetra pack packaging) 2) 200ml (Only Tetra pack packaging) 3) 250ml 4) 500ml (Only PET Bottle) 5)1000ml (Only PET Bottle) Hence. Frooti is a delicious and refreshing ready to serve fruit beverage. we can see that Frooti has got a very large quantity basket.Frooti Mango. India's first real fruit drink in a Tetra Pak is available in . 16 . Frooti Mango is from premium Indian Mangoes. Frooti has also been introduced in PET bottle packing. growth and healthy skin.

B) PRICE: TETRA PACK PACKAGING Quantity 65ml 200ml 250ml Quantity 250ml 500ml 1000ml Price 2. 17 . This is borne out by Parle Agro winning the Beverage Industry award for the Best Managed Supply Chain 2002 and the Highest Retail Availability in the year 2002. Frooti’s new 65ml packaging is priced at Rs2. Frooti’s excellent distribution system has already been proved in our market survey and analysis where 90% of the respondents agreed that Frooti is readily available to them. Frooti reaches more than 10 lakh retail outlets through more than 1500 distributors and wholesalers directly and indirectly.50 only. targeting the lower income-group and it has also been introduced in PET bottle packaging as it is more cost-effective as compared to Tetra-pack packaging to become more competitive in the market.50Rs 10Rs 12Rs Price 10Rs 18Rs 30Rs PET BOTTLE PACKAGING In order to maintain its position as a market leader. Frooti is offering its product in different quantities and prices depending upon the consumer requirements. preferences and income-levels. D) PROMOTION: In a strategic move. C) PLACE: Frooti is the highest distributed brand in Fruit drink segment with an 85% market share in India. Parle Agro Ltd is revamping its marketing plans in a bid to promote its flagship brand ‘Frooti’ in the overcrowded category. As we can see from the above table.

PFA. international pack. It's full of natural goodness and wholesomeness. 18 . Appy spells style and exclusiveness which makes it a party favourite in the upper crust of the society. Treatment. It undergoes 51 quality control tests includes 32 chemical tests. Bailley Aqua is purified with chemical free natural U. FROOTI 2. which removes all minerals and salts and puts back only exact pre-measured quantities of salts and minerals necessary for human body. The clear and crisp Appy Nectar is a premium product available in a 200 ml easy to pour pull-tab. 3. It contains orchard fresh pulp of mango/strawberry and dairy fresh healthy low fat cow's milk. Unlike ordinary apple drinks.V. N-Joi Mango with dairy fresh milk and N-Joi strawberry with dairy fresh milk have been rated as the Most Innovative products in the Beverage Industry.In fact.3 PRODUCTS:1. it's available in a sleek. 4. BAILLEY AQUA:It is a mineral water and was launched in the year 1993. Appy is made from freshly picked ripe apple s sourced from the rich natural environs of Himachal Pradesh. APPY: An apple drink from Parle. Bailley conforms to stringent BIS Norms. It is one of the first brands to get an ISI certification. N-Joi is India's first real fruit and dairy fresh milk drink. This is because of the unique purifying processing system. The brand has been positioned as the champagne of apple drinks due to its unique richness of taste. N-JOI:Parle Agro entered the dairy segment with the launch of N-Joi. the company has taken a different marketing route by launching a host of new retailing and packaging initiatives to pump up volumes. 9 microbiological tests and 10 physical tests and meets international standards laid down by WHO. 3. USFDA. N-Joi is nutritious filler and a delicious smooth fruit and milk drink. Parle Bailley Aqua is unique because it has the same consistent taste across India.

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1 FINANCIAL RESULTS: Particulars (Rs.2007 .2008 20 Year ended 31.03. In Lacs) Year ended 31.CHAPTER -4 FINANCIAL LINKEAGES 4.03.

Sales & Other Income Profit before tax and appropriations Profit after tax Earning per share Cash Earning per share 1288 247 199 4. the relevant information is 21 .66 Respectively. Indore. The Company has started operations for M/s. Mumbai and Madhya Pradesh Stock Exchange. MANAGEMENT DISCUSSION AND ANALYSIS REPORT: Management discussion and Analysis Report. LISTING AT STOCK EXCHANGE: The equity shares of the company are listed on the Bombay Stock Exchange Limited. 4.57 and Rs.799 692 647 14.57 5. as required under the Listing Agreement with Stock Exchange..94% over the previous year. DIVIDEND: Due to carry forward looses and the Company hitherto being a sick Company. Mumbai in full swing. SICK COMPANY: During the year. The Company has come out of purview of BIFR as per the proceedings of hearing held on 28th November 2007 at 11.00 am from BIFR. is enclosed as Annexure. 2008 were Rs.66 2.67 lacs low by 31. Parle International Ltd. Operations have also improved during the last two years. 1449.89 PERFORMANCE Sales of the Company for the year ended March 31. DISCLOSURE OF PARTICULARS: As required by the Companies Act (Disclosure of Particulars in the Report of Board of Directors) Rules 1988.85 15.e. This year is a turn around year for the Company. The annual listing fees of Bombay Stock Exchange for the year 2008-09 have been paid to the exchange. Frooti Mango Drink & Appy Fizz Apple Carbonated Drink in pet bottles has received tremendous response from the market. the Company has settled all its dues alongwith interest under One Time Settlement Scheme with Business Co-Operative Bank and now it is a debt free Company. your Directors express their inability to recommend any dividend for the year under review. The earning per share and cash earning per shares that was negative during last year has improved substantially and stand at Rs. The products i. 5.

2 DIRECTORS RESPONSIBILITY STATEMENT: In terms of Section 217 [2AA] of the Companies Act. and wherever possible measures have already been implemented for conserving energy.The Directors have taken proper and sufficient care for the maintenance of adequate accounting records in accordance with the provisions of Companies Act. . your Directors confirm that: . Technology Absorption: No Technology has been imported during the year. . 4. alongwith proper explanation relating to the material departures. Foreign Exchange Earnings and Outgo: Foreign Exchange Earnings : Nil Foreign Exchange Outgo : Nil FIXED DEPOSITS: The Company has not invited / received any fixed deposits during the year. 1956. Conservation of Energy: The Companys operations involve very low energy consumption. . the applicable Accounting Standards had been followed.given hereunder. wherever applicable.The Directors had selected such accounting policies and applied them consistently and made judgments and estimates that are reasonable and prudent so as to give a true and fair view of the state of affairs of the Company at the end of the financial year and of the profit or loss of the Company for that period. CORPORATE GOVERNANCE: Though Clause 49 of the Listing Agreement became applicable to the 22 . 1956 for safeguarding the assets of the Company and necessary checks and balances are in place for preventing and detecting fraud and other irregularities.In the preparation of the Annual Accounts.The Directors had prepared the Annual Accounts on a Going Concern Basis.

your Company has started following the said clause from 1st April 2007. 217 (2A) of the Companies Act. In addition to the basic governance issues. Your Company will continue to practice good governance as set out under Clause 49 of the Listing Agreement of the Stock Exchanges. except item No. ENVIRONMENTAL CONTROL AND PROTECTION: The Company has taken all the necessary steps for safety and environmental control and protection at the plant. SAFETY. Nasik. if re-appointed. 1975 are not applicable to the Company as the Company has not employed any employee. DEPOSITORY SERVICES: The Companys Equity Shares are still to be admitted to the depository mechanism of the National Securities Depository Limited (NSDL) and also the Central Depository Services Limited (CDSL). 4. Jajoo &. RESEARCH & DEVELOPMENT: The R&D department of the Company has been arduously working to provide quality and value for money to the customers in keeping with market trends. Company. Shrikant L. the Board lays a strong emphasis on transparency .Company in past. retire as auditors of the Company at the conclusion of the ensuing Annual General Meeting and have confirmed their eligibility and willingness to accept the office for the Auditors. particulars of whom is required to be given. AUDITORS: M/s. PARTICULARS OF EMPLOYEES: The Information required u/s. Necessary steps are being taken to admit the same with both the depositories. 1956 read with the Companies (Particulars of Employees) Rules. 1956.3 AUDITORS REPORT: Notes on Accounts and other observations made in the Auditors Report are self-explanatory and therefore do not call for any further comments under Section 217(3) of the Companies Act. Chartered Accountants. 7(ix) 23 . accountability and integrity. A brief report on the Corporate Governance is enclosed and forms part of this report.

24 . ACKNOWLEDGMENT AND APPRECIATION: The Directors take this opportunity to thank the Companys shareholders. 3. 23 Cr. customers. From 1st November 2007 onwards P2P Agreement converted to Jobwork for the major client Parle Agro Pvt. suppliers. 2. Ltd. hence sales figures has gone-down with addition of Jobwork charges but without effecting profitability.24 Cr. And Rs. Expenses has been reversal in the Balance Sheet 2007-2008 the company has to pay Rs. suitable explanation for the same is as follows: The Company has not paid deferral Sales Tax in the year 2007-2008 as per Sales Tax NPV discounted payable Auditors Report regarding Sales Tax Liability which is qualified. Hence Rs. bankers and distributors for the support they have given to the Company and the confidence which they have reposed in its management and the employees for the commitment and dedication / shown by them The Directors look forward to their continued support and understanding in the years to come. As income has been shown more as the reversal of Sales Tax Benefits in the Balance Sheet as on 31st March 2008.51 Cr.


STRENGTHS OF FROOTI 1) 2) Market leader in NCSD category-60% percent market share. 6) Frooti has no brand ambassador. As per our survey majority of our respondent didn’t consider Frooti has a health drink. 3) Quick market responder. 250ml. OPPORTUNITIES FOR FROOTI 26 . Frooti has got a strong Brand Equity WEAKNESSES OF FROOTI 1) Frooti is not perceived as a health drink. 5) The main target audience of Frooti is kids. 7) No brand expansion.Contains Vitamin A. weaknesses.Only mango and green mango. PET bottle packaging in NCSD category. 4) Frooti has got a very large quantity basket-available in various quantities like 65ml. syndrome in the mind of consumers. Innovative.First packaged Mango drink in Indian market.Brand equity of Frooti is not utilized properly.Introduced 65ml packaging to cater different segments. first to introduce Tetra pack. 200ml. 2) Frooti has limited variety of flavour. 5) 6) 7) Efficient distribution network-readily available. opportunities and threats is called SWOT analysis. 500ml and 1 Litre. 3) “Frooti means mango”.The overall evaluation of a one’s strengths. Frooti is a health drink. 4) Margin given to retailers and distributors is less as compared to its competitors.

1) Huge untapped unorganized sector in NCSD category. which should be major target market for Frooti. In the coming years around 55% of the population will consist of below 35 years in age. 5) Increasing health awareness among consumers-As per our survey 88% of the respondents preferred fruit drink to carbonated drink. 27 .Fruit juice segment consisting of Real and Tropicana is increasing at the rate of 20-25% per annum as compared to sluggish growth in other segment. Grape. THREATS FOR FROOTI 1) Decreasing share in NCSD category. Pineapples. 2) Huge untapped market in other flavours . 3) Growing market share of NCSD category. 4) Demographically.Orange. 2) 3) 4) Presence of huge unorganized market. High consumer preference for flavours other than mango and green mango. Competition with global giants-Coke and Pepsi.


It is also getting support from their equity. 29 . It is doing good work by making new beverages for the society and making available at a reasonable rates in the market. and can maintain its position as a market leader in the NCSD category.By some initiatives . shareholders.2 OPINION I would like to join the organisation because in extreem loss also company is not making any type of comparison in its price and quality of products. They are taking safety steps against environment also. 6. customers and from banks also. Frooti can compete with the fruit juice segment comprising of Real and Tropicana.


com/Exporters_Suppliers/Export page no. Marketing Management.html 31 . 95 & 108 • • http://parleagro. Marketing Management. • Saxena Tata McGraw. page no.. Tenth Edition. Hill.Hall of India Private Ltd.905C.Kotler Philip.html • http://. Prentice. New Delhi.12878P/Mango-Frooti-Mango-Fruit-Drink.html http://parleagro. New Delhi.182..37.