Professional Documents
Culture Documents
Market research
By
A
Project Report on
Submitted to:
Submitted by:
ASHISH KUMAR
PGD08017
Signature
Project Supervisor
ACKNOWLEDGEMENT
A work is never a work of an individual. We owe a sense of gratitude to the intelligence
and co-operation of those people who had been so easy to let us understand what we
needed from time to time for completion of this exclusive project.
I want to express my special gratitude towards Mrs. Sonika sharma lecturer,
IMS, noida for helping me in completion of my project.
Last but not the least, I would like to forward our gratitude to all the people who always
endured me and stood by me and without whom I could not have envisaged the
completion of my project.
Contents
1. INTRODUCTION ............................................................... 8 to 39
1.1 General Introduction
1.2 Objectives and scope of the Project
1.3 use and importance of the study
1.4 marketing research
2. RESEARCH METHODOLOGY 40 to 43
3. PROFILE OF THE ORGANISATION:
Surya Foods & Agro Ltd. . 44 to 51
4. RESEARCH ANALYSIS. 52 to 62
4.1 Consumer awareness for fruit juices.
4.2 Consumer demand for fruit juices
4.3 Consumer demographic profile and preference for fruit juices
4.4 Consumer preferred brand
4.5 Consumer preference for packaging
4.6 Awareness regarding the fresh gold
4.7 Competitors market share
4.8 Most popular flavor
4.9 Purchasing capacity of consumer
4.10 Juice variety
4.11 Consumer concern regarding features
5. CONCLUSION.. 63 to 65
6. RECOMMENDATIONS .. 66 to 68
7. APPENDIX 69 to 71
A) Questionnaire Sample
B) Bibliography
5
EXECUTIVE SUMMARY
The whole study or research explains about the consumers buying behavior and their
preferences regarding fruit juices. For this five brands were taken into consideration
Real, Real Active, Saint, Tropicana and Fresh Gold. Basically the emphasis was given
to the Fresh Gold. In this research I tried to know the perception regarding the Fresh
Gold juice.
Consumer buying behavior is a generic term explains about the consumer choice or
preference that they have for a particular product. Consumers buying behavior tells the
companies about the modifications or features of the products. For this research some
of the main features were taken into consideration like flavor, availability, price,
packaging and the most important awareness. Because during research I came to
know that there are so many people who even dont know about the Fresh Gold that
there is such kind of fruit juice available in the market. So I tried to focus on the
awareness of the consumers. After this there are so many competitors in the market like
Real, Tropicana etc. but the competition become tougher when we talk about the local
juice makers and sellers.
The consumer gets confuse when he has got the more options at an affordable price in
respect of quality, availability, packaging etc. and choose the product in which he feels
the maximum satisfaction or the best deal.
It is found from the research that people go for the product which is easily available and
affordable and also it should be according to their parameters.
The strategy for the product can be changed by comparing the different factors that
has obtained from the research. Allocation of largest consumer is the important work for
the producer so that they can match their product nature with the preference of the
consumer who are more willing to buy fruit juices.
1. INTRODUCTION
is
gaining
vast
popularity
amongst
the
health
conscious.
India is one of the worlds major food producers but accounts for less than 1.5 per cent
of international food trade. This indicates vast scope for both investors and exporters.
Food exports in 1998 stood at US $5.8 billion whereas the world total was US $438
billion. The Indian food industries sales turnover is Rs 140,000 crore (1 crore = 10
million) annually as at the start of year 2000. The industry has the highest number of
plants approved by the US Food and Drug Administration (FDA) outside the USA.
India's food processing sector covers fruit and vegetables; meat and poultry; milk and
milk products, alcoholic beverages, fisheries, plantation, grain processing and other
consumer product groups like confectionery, chocolates and cocoa products, Soyabased products, mineral water, high protein foods etc. We cover an exhaustive
database of an array of suppliers, manufacturers, exporters and importers widely
dealing in sectors like the -Food Industry, Dairy processing, Indian beverage industry
etc. We also cover sectors like dairy plants, canning, bottling plants, packaging
industries, process machinery etc.
The
most
promising
sub-sectors
includes
-Soft-drink
bottling,
Confectionery
different age groups because of their different consumption pattern of food. In some
case it is observed that fruit juices are only acceptable for sports person for energy as
well as for relaxation, but the health consciousness factor has affected a lot each
individual so that they can drink fruit juices for good health. The campaign for fruit juices
have solved much disbelief among the consumers.
The study shows consumer buying behavior by considering the product like
Tropicana, Real, Fresh gold, Saint and Leh berry. Some of the factors are taken into
consideration like price, brand, quality, consumer type and profession of different
consumers who purchase fruit juices. Their technique of buying is the key of our study.
The buying behavior has an important role towards the growth of individual product in
the competitive market. The market is dynamic in nature and needs innovations for
existence.
10
11
To know about the various aspect of juice market and also how to penetrate in the well
established market. Some of the things are required to know, which are as given below
as against
Switzerland and 39 liters in USA. The key issue before the markets was to raise the
consumption of packet fruit juices. The consumer perception is not the constant one for
the different products available in the market. The perception of consumer depends
upon the advancement made by the producers which attracts consumers a lot and
holds the market share is huge manner. The market of fruit juices is concerned about
the facts behind fruit juices so the need for it is not diminishing but it is rapidly
increasing day by day. For every fruit juice there is certain amount of market share but
the real holding of market share depends upon the identity of the product by tacking into
account price, brand, quality, quantity, packaging availability, flavor etc.
The key Note Market Report on fruit juices and health drink covers the market for fruit
juice, health drinks and fruit drinks. In general, carbonates are excluded from this report,
although drinks of this type also be fruit based. However, ther is some overlap with the
carbonates sector as health drinks, which might be carbonated and available in ready to
drink formats of cordials are included.
For Indians drinking juice is not a new concept. Street corner vendors have been
popular for years. Fruit juices in the unorganized segment are considered cheaper and
fresher by the consumers, even though they are relatively unhygienic. The organized
natural juice market is currently in a nascent stage though it is growing at a healthy rate
35-40% per annum. This market has had high entry barriers. Few customers are
convinced about packaged juice being preservative free, and therefore, as healthy as
12
freshly squeezed juice. The drinks market is relatively more mature and growing at a
healthy at 20-25%. In 2003, the total UK fruit juices and health drinks market was worth
an estimated 2.19 billion at retail selling price (RSP), a rise of 6.6% on 2002. Fruit
juice was the largest sector in 2003, accounting for 40.2% of the total market. Despite
the relatively mature nature of the fruit juice sector, the market grew strongly in terms of
both value and volume between 1999 and 2003. In addition, fruit juices, fruit drinks and
health drinks recorded a high household penetration level. A number of factors
contributed to this growth, including the increasing interest in health and diet, which is
undoubtedly one of the main drivers. In general, fruit juices and health drinks are
regarded as healthy choices, certainly in comparison to alternative soft drinks, such as
carbonates.
In addition, the strength of the economy and rising household disposable income levels
have contributed to the growth of premium-priced products, such as freshly- squeezed
juice.
Over the next 5 years, key Note forecasts that the fruit juices and health drinks market
will remain healthy, with sales growing by an average annual rate of just over 6%.
Increasing concerns relating to health and diet will play a major role in the market, as
consumers move away from products that are perceived as being unhealthy, such as
carbonated soft drinks, towards more natural alternatives, such as fruit juices. In
addition, growing awareness of the importance e of the Governments five-a- day
campaign to increase fruit and vegetable consumption will encourage new entrants into
the market. In particular, younger consumer might regard fruit juice as a convenient way
of boosting their consumption of fruit and vegetables.
The fruit juice sector will be boosted by growing demand for premium-priced
products, such as smoothies. In addition, heavy marketing expenditure and the
introduction of new products that are fortified with vitamins and other additives should
help to drive sales. In some European countries, drink with added vitamin A, C and E
have proved very successful. Although this sector is still in its infancy in the UK, it could
show rapid growth over the next 5 years.
CONSUMPTION HABITS
13
81% of fruit juice consumption in India was unplanned and 38% was pure impulse.
Planned purchase of fruit juice was prevented only in metros. 60% of fruit juices
consumption happened outside the home. Fruit juice consumption was a group
activity-just 2% of the population had the fruit juice alone. Indians prefer fresh
juices made in front of their eyes. The origin of this preference lies in the belief that
is packed looses freshness. In the past 15 years, more than 10 brands of tetra pack
and bottled fruit juices have been launched in India. This brand also happen to be
the tetra packed fruit drinks and belonging to the largest soft drink manufacturer in
India.
In a country used to having fresh food all the time, the consumer wanted to
see the product. In food products at time seeing is creating the impulse!! tetrapack
manufactures have defined the basic need of Indian consumers by not allowing the
consumers to see the product.
In a country like India which has limited budgets for packaging given the low
disposable income level and thereby the packed foods dont carry very attractive and
inviting pack graphics, the lack of transparency adds to discomfort levels of the
consumers.
Research showed that more than 60% preferred to see the fruit juice they
were buying. India is becoming a country which wants western style packing with
Indian style taste and thins was posing a great challenge with limited cold storage
and cold chain capabilities.
Vivita-a new entrant has tried to overcome the freshness of the juice issue
by packing fruit juices in aseptic PET bottle with a no preservatives label. The
consumer is reassured by being able to see the product before buying.
POPULATION
1100 Mn.
14
RURAL POPULATION
URBAN POPULATION
805 Mn (73%)
289 Mn (26%)
MALE POPULATION
FEMALE POPULATION
578 Mn(52%)
506 Mn(46%)
DENSITY
PERSON PER HOUSE HOLD
DISTRICTS
URBAN
AGGLOMERATION
TOWNS
VILLEGES (INHABITED)
290/KM2*
5.52*
466
AND 3768
627000
Table-1
2002
(000 TONNES)
16820
10640
3120
1160
1440
2003
2004
16820
10780
3070
1470
1420
16920
10800
3070
1470
1420
Banana juices
Mango juices
Ornage juices
Apple juices
Lemons and lime
juices
Pineapple juices
9718
10108
1743
1205
863
956
1180
1310
1300
Grapes juices
684
1210
1150
1200
TABLE-2
For
reasons discussed later, this report does not consider the nation of unit
quantities, only total latent revenue (i.e. a calculation of price time quantity is never
made, though one is implied). The unites used in this report are U.S. dollars not
adjusted for inflation (i.e. the figure incorporate inflationary trends). If inflation rates vary
in a substantial way compared to recent experience, actually sales can also exceed
latent demand (not adjusted for inflation). On the other hand, latent demand can be
typically higher than actual sales as there are often distribution inefficiencies that reduce
actual sales below the level of latent demand.
As mentioned in the introduction, this study is strategic in nature, taking an
aggregate and long run view, irrespective of the players or products involved. In fact, all
the current products or services on the market can cease to exist in their present form
(i.e. at a brand, R&D specification, or corporate image level) and all the players can be
replaced by other firms (i.e. via exits, entries, mergers, bankruptcies etc), and their will
still be latent demand for fruit juices at the aggregate level. Product and service
offerings and the actual identity of the players involved, while important for certain
issues are relatively unimportant for estimates of latent demand.
16
In order to estimate the latent demand for fruit juices across the states or union
territories and cities of India, we use to multistage approach. Before applying the
approach, one needs a basic theory from which such estimates are created. In this
case, we heavily rely on the use of certain basic economic assumptions. In particular,
there is an assumption governing the shape and type of aggregate latent demand
functions. Latent demand functions relate the income of a state or union territory, city,
household or individual to realized consumption. Latent demand (often realized as
consumption when an industry in efficient) at any level of value chain takes place if an
equilibrium is realized. For firms to serve a market, they must perceive a latent demand
and be able to serve that demand at a minimal return. The single most important
variable determining consumption, assuming latent demand exists, is income (or other
financial resources at higher levels of the value chain). Other factors that can pivot or
shape demand curves include external or exogenous shocks (i.e. business cycle), and
or changes in utility for the product in question.
Ignoring, for the moment, exogenous shocks and variations in utility across
geographies, the aggregrate relation between income and consumption has been a
central theme in economics.
Any study of latent demand requires that some standard be established to define
efficiently served. Having implemented various alternatives and matched these with
market outcomes, we have found that the optimal approach is to assume that certain
key indicators are more likely to reflect efficiency than others. These indicators are given
greater weight than others in the estimation of latent demand compared to others for
which no known data are available. Of the many alternatives, we have found the
assumptions that the highest aggregate income and highest income-per-capita markets
reflect the best standard for efficiency. High aggregate income alone is not sufficient
(i.e. some cities have high aggregate income, but low income per capita and cannot
assume to be efficient). Aggregate income can be operational zed in a number of ways,
including gross domestic product (for industrial categories), or total disposable income
(for household categories; population times average income per capita, or number of
households times average household income).
17
Latent demand is therefore estimated using data collected for relatively efficient
markets from independent data sources (e.g. official Chinese agencies, the world
resource institute, the organization for economic cooperation and development, various
agencies from united nations, industry trade association, the international monetary
fund, Euromonitor, Mintel, Thomson financial services, the U.S. industrial outlook and
world bank). Depending on original data source used, the definition of frozen fruits and
concentrated fruit juices is established. In the case of this report, the data were
reported at the aggregate level, with no further breakdown or definition. In other words,
any potential product or service that might be incorporated within frozen fruits and
concentrated fruit juices falls under this category. Public source rarely report data at the
disaggregated level in order to protect private information from individual firms that
might dominate a specific product-market. These sources will therefore aggregate
across components of a category and report only the aggregate to the public. While
private data are certainly available, this report only relies on public data at the
aggregate level without reliance on the summation of various category components. In
other words, this repot does not aggregate a number of components to arrive at the
whole. Rather, it starts with the whole, and estimates the whole for all states or union
territories and cities in India (without needing to know the specific parts that went into
the whole in the first place).
Base on the aggregate view of concentrated of fruit juices as defined above , data
were then collected for as many geographic locations as possible for the same
definition, at the same level of the value chain. This generates a convenience sample of
indicators from which comparable figures are available. If the series in question do not
reflect the same accounting period, then adjustments are made. In order to eliminate
short term effects of business cycles, the series are smoothed using an 2 year moving
average weighting scheme (longer weighting schemes do not substantially change the
results). If data are available for a geographic region, but these reflect short-run
aberrations due to exogenous shocks (such as would be the case of beef sales in a
state or union territory or city stricken with foot and mouth disease), these observations
were dropped or filtered from the analysis.
18
In some cases, data are available on a sporadic basis. In other cases, data may be
available for only one year. From a Bayesian perspective, these observations should be
given greatest weight in estimating missing years. Assuming that other factors are held
constant, the missing years are extrapolated using changes and growth in aggregate
national, state or union territory and city level income. Based on the overriding
philosophy on a long run consumption function (defined earlier), states or union
territories and cities which have missing data for any given year, are estimated based
on historical dynamics of aggregate income for that geographic entity.
Given the data available for the first three steps, the latent demand is estimated
using a varying- parameter cross-sectionally pooled time series model. Simply stated,
the effect of income on latent demand is assumed to be constant unless there is
empirical evidence to suggest that this effect varies (i.e. the slope of the income effect is
not necessarily same for all states or union territories or cities). This assumption applies
along the aggregate consumption function, but also over time (i.e. not all states or union
territories or cities in India are perceived to have the same income growth prospects
over time). Another way of looking at this is to say that latent demand for frozen fruits
and concentrated fruit juices, adds, drinks, and non alcoholic cocktails is more likely to
be similar across states or union territories or cities that have similar characteristics in
terms of economic development.
The approach is useful across geographic regions for which some notion of nonlinearity exists in the aggregate cross region consumption function. For some
categories, however the reader must realize that the numbers will reflect a states, union
territorys or citys contributions to latent demand in India and may never be realized in
the form of local sales.
Nonlinearities are assumed in case where filtered data exist along the aggregate
consumption function. Because India has more than 5,000 cities, there will always be
those cities, especially toward the bottom of the consumption function, where non-liner
estimation is simply not possible. For these cities, equilibrium latent demand is assumed
to be perfectly parametric and not a function of wealth (i.e. a citys stock of income), but
a function of current income (a citys flow of income). In the long run, if a state or union
territory has no current income, the latent demand for fruit juices is assumed to
19
approach zero. The assumption is that wealth stock fall rapidly to zero if flow income
falls to zero (i.e. cities which earn low level of income will not use their savings, in the
long run, to demand concentrated fruit juices). In a graphical sense, for low income
cities, latent demand approaches zero in a parametric linear fashion with a zero-zero
intercept. In this stage of estimation procedure, a low-income city is assumed to have a
latent demand proportional to its income, based on the cities closest to it on the
aggregate consumption function.
Based on the models described above, latent demand figures are estimated for all
major cities in India. These are then aggregated to get state or union territory totals.
This report considers a city as a part of regional and national market. The purpose is to
understand the density of demand within a state or union territory and the extent to
which a city might be used as a point of distribution within its state or union territory.
From an economic perspective, however, a city does not represent a population within
rigid geographical boundaries. To an economist or strategic planner, a city represents
an area of dominant influence over markets in adjacent areas. This influence varies
from one industry to another, but also from one period of time to another. We allocate
latent demand across areas of dominant influence based on the relative economic
importance of cities within its state or union territory. Not all cities (e.g. the smaller towns
) are estimated within each state or union territory as demand may be allocated to
adjacent areas of influence. Since some cities have higher economic wealth than others
within the same state or union territory, a citys population is not generally used to
allocate latent demand. Rather, the level of economic activity of the city vis--vis is
used.
20
Primary food processing is a major industry with a highly fragmented structure that
includes hundreds of thousands of rice-mills and hullers, flour mills, pulse mills, and oil
seed mills, several thousands of bakeries, traditional food unites and fruits, vegetable
and spice processing unites in the unorganized sector. In comparison, the organized
sector is relatively small, with around 516 flour mills, 568 fish processing unites, 5293
fruit and vegetable units, 171 meat processing units and numerous dairy processing
units at state and district level.
In India is almost equally divided between the organized and unorganized sectors,
with the organized sector holding 48% of the share. While products like juices and pilp
concentrates are largely manufactured by the organized sector, the unorganized sector
in foothold is in the traditional areas of processed items like pickles, sauces and
squashes. By size, pickles from the strongest category.
No doubt Dabur Real Fruit Juice is the market leader followed by Pepsis Tropicana.
The two major fruit juice in India, Tropicana and Real are going all out to tease Indian
taste buds with ethnic flavours. Godrej industries Food division has introduced fruit
juices under the Xs brand, which earlier only consists of only nectars. Parle Agros
Frooti and N-Joi too are doing well in the market. Delhi-NCR based Surya Foods and
Agro Ltd. Manufacturers of Priya Gold Biscuits has forayed into the juice segment.
Mother dairy has recently launched the Safal brand of juices. Safal is currently available
in orange, mixed fruit, grape and an orange-apple combination. Ladakh Foods makers
of the Leh Berry seabuckthorn berry drink, has now launched an apple-peach
combination juice and a mixed fruit variant. Ahmedabad-based Pioma Industries,
makers of Rasna brand of soft drink concentrates, test market with a diluted mango
juice in Andhra Pradesh recently.
is projected to grow at scorching pace of 40%, a Tetra Pak study has found that a
whopping 86% of the juice market is still lying untapped.
Perhaps one of the main reason why milk major Mother Dairy announced it is jumping
on to the bandwagon of fruit juice. The company has launched packaged fruit juices
under its flagship brand, safal. Starting from Delhi, the product is scheduled for
launched on a nationwide scale in the months to come.
Pricing is one of the major worries. Price is a barrier to this category because when you
give fresh juice, packaging becomes critical. So, what the industry is now trying to do is
offer different packaging to suit different price point while simultaneously working on
ways to offer better quality and improved taste. Pricing is also the downfall of fruit juice
importers, which distributes the Australian Brand Berri in the South, It is difficult to
make inroads into the middle class as it finds the prices prohibitive. Sales tax on
imported products is not uniform across the States.
Taking advantage of the health consciousness pervading the market, Adluri Foods has
introduced cranberry juice (something that the local brands also have done) and is
testing a mixed vegetable juice and cocktail of apple, carrot and orange in the market.
Pepsi recently launched Tropicana Tropics Mango Nectar, which made entirely from
mangoes sourced from within India, as against other flavors for which sourcing has to
be done from other countries. The introduction of Tropics Mango Nectar will be followed
by Tropics Litchi and Tropics Guava. India is now among the top teen markets for
Tropicana worldwide. Significantly India is now an approved source for mango pulp
within the Tropicana worldwide system, and can soon emerge as a major sourcing base
for other exotic fruits for Tropicanas international market. Which means that if the fruit
juice producers work on future development of backward linkages, the pricing issue
plaguing this industry can be better tackled. Besides, the industry has already begun to
offer packaging solutions to address different price points like a 125ml pack of fruit drink
Maaza from Coca-Cola India at just Rs 5 and 500 ml Tropicana blend for Rs 25.
With the people turning more health conscious, the non carbonated beverage segment
has become one of the fastest growing and most exciting businesses at the moment.
For some time now, manufacturers have experimented with some of the formulation and
22
taste issues, offering the consumers better tasting, more healthful alternatives. Evolving
from drinks containing a hint of herbs or vitamins, beverages have become an important
delivery vehicle for efficacious amount of nutritional ingredients. Beverages are unusual
products in that everyone expects to try new varieties, even from established brands.
While all segments of the beverage market are evolving, the growth seems to be
directed more towards healthy, light and low-calories drinks, in particular organic and
fruit juice varieties.
The Rs 500 crore non-carbonated beverage market in the country is composed of fruit
drinks, nectar and juices. While the Fruti drink segment is estimated at Rs 250-300crore
(branded and packed), the juice market is valued at Rs 150 crore and the nectar is a
small category of about Rs 35-50 crore. And the popular brands vying for a share in the
sector are Parles Frooti , Godrejs jumpin, Coca- Colas Maaza, Pepsis Tropicana, and
Daburs Real,and branded fruit juices from Surya Foods (Fresh gold)among others.
The Rs 1,100 crore health food drinks (HFD) market, classified into two categories of
white and brown segments, has remained stagnant for the last several years despite
GSKCH (Glaxo Smith Kline Consumer Healthcare) and Cadburys attempts to activate
the category.
Daburs Real Fruit Juice in 9 Flavors
Daburs flagship brand Real fruit juice is a market leader in the packaged fruit juice
category. Real was launched in 1996 and the brand has carved out niche for itself by
claiming to be the only fruit juice in packaged form that is 100% preservative free. Real
with a market share of 55% offers its consumers the largest range of 9 juices that
comprise orange, mango, pineapple, mixed fruit, grape, guava, tomato, litchi and
cranberry.
Real Junior, available in 125 ml packs, targets children below six years. It has two
favorite flavors of mango and apple enriched with calcium. Real Active, 100% fruit juice
with no added sugar, gives the goodness of fruit without adding extra calories. Today it
is available in orange, apple, and orange-carrot variants. Real Active orange carrot
23
juice, Indias fist packaged vegetable juice, is a combination of juicy orange and sweet
carrots.
Dabur Food producers around 50 million liters of juice annually through its state-of-theart facility at Birganj, Nepal. In august 2004, the company commissioned a multi-fruit
processing facility in Siliguri, in West Bengal, set up by Pasadensa Foods, a wholly
owned subsidiary of Dabur Foods Ltd. Spread over 11 acres and geared to process 150
tons of fruit per day, it has the capacity to produce 192 tons of pulp/concentrate. The
plant procures fruit worth Rs 6 crore from West Bengal, North-East, Bihar, Uttar
Pradesh, Maharastra, and Andhra Pradesh. It has the highest capacity utilization by
processing pineapple, litchi, guava, mango and grape round the year.
Gogrej Xs Fruit Juice is packed with extra tang and extra fun.
Xs range of fruit nectar has more fruit making it thick and tasty. Also the vitamins and
carbohydrates present in it provide extra energy for fit and healthy living. Available in
orange, litchi, mango, and pineapple flavors, Xs comes in tetra Pack of 200 ml and
1000ml.
Pepsis Tropicana
Pepsis Tropicana brand fruit juice has registered double digit growth and has outpaced
the growth off the packaged fruit juices market in India. India is a very important market
for Tropicana and is among the top 10 biggest markets for the brand. The company
sources orange juice concentrates from Brazil. Tropicana is available in orange, apple,
grape and cranberry flavors and a cocktail in Ruby red. They come in Tetra packs of one
liter and PET bottles of 500 ml and one liter.
up having registered a stong double digit growth last year. But they did not reveal any
number.
The company wants to ensure that the strong growth continues and also that the market
expands further. To this end Tropicana has launched a sub-brand Tropicana Tropics and
is introducing new flavors mango nectar, guava pulp and litchi juice under this brand. It
may be recalled that Pepsi had launched mango and litchi flavor earlier under its fruit
drink brand Slice in returnable glass bottles.
The new variant are expected to come for around Rs 50 per liter as these come under
the category of less than 20 % fruit pulp making them less pricy than Tropicana fruit
juices all of which retail at above Rs 70 per liter. Tropicana juices have 80 percent fruit
pulp content.
At present Tropicana have about seven flavors in the market apple, pineapple,
orange, apple orange, grape and mix fruit. Tropicana is also looking at making India the
sourcing hub for certain varieties of fruits mainly mango. Pepsi is already exporting
nearly 20,000 tons of mango pulp and concentrate predominantly to west Asia and
Europe from India. The company is now working on building the same capacities for
other fruits like guava, pineapple, papaya pulp, grapes, and pomegranate. PepsiCo
teamed up with Punjab, which is expected to start producing results very soon. The
company is now looking for a similar deal with pineapple farmers in Kerala. According to
PepsiCo India spokesperson, the company has begun trials of pineapples imported
from Thailand and the Philippines in Kerala. At present the company sources organic
juice concentrates from Brazil but through the ongoing project, it is trying to develop a
large grower base, which can produce high juice yielding oranges to match its
requirements. India produces 47 million tons of fruits which provides us as exciting
export opportunity within the Asia Pacific region.
Dabur Foods is also going local with a vengeance with its fruit juices. It is also aiming to
expand its market by introducing juices with a lower price tag. The company has
launched a new brand Coolers in four variants green mango, pomegranate, jamun,
and water melon with one liter of Cooler priced at Rs 50. Coolers like Tropicana Tropics
also contain only 20 % of fruit pulp against over 80% of Real variants. Dabur is also
25
aiming at expanding its consumer base. Daburs Real brand of fruit juices has proved
very successful contributing as much as 85% to the companys Rs 85 crore turnover
last fiscal. According to the company Coolers has been launched of Rs 12 crore, into
research into consumer needs and development of processing capabilities and
parameters on the other.
income group was estimated at 0.283 compared to 0.826 for the lowest income levels.
Similarly for urban areas, the income elasticites were 0.293 and 0.782 respectively.
Thus, the highest the income the less the responsive is fruit consumption to changes in
income levels. Given this relationship between income and demand, lower income
groups are likely to account for most of the future growth of the market in India, although
high income groups may increasingly substitute tropical fruit for other fresh fruits as fruit
consumption in these groups approaches saturation.
Prices of fruit have increased more than the General Price Index with total fruit
consumption generally highly sensitive to price changes, as discussed above. A
substantial price differential exit between wholesale and retail prices as shown by table
10 primarily due to the margins captured by intermediate buyers and sellers, perish
ability of product, and long distances between wholesale and retail markets. High retail
prices for fresh tropical fruit are one of the primary constraints to increasing
consumption, particularly among middle to low income households.
C. CONSUMPTION HABITS AND PREFERENCES
Consumers in India have become increasingly aware of the positive health aspects of
fruit consumption, particularly in urban areas. A mre diversified diet and interest in
healthier eating has led to increased consumption of all fruits. Prices also play an
important role in consumer preferences for individual fruits, with tropical fruit prices
typically lower than for temperate fruit. Temperate fruits tend to be consumed by the
higher income groups; while tropical fruit consumption is more wide spread. Large
quantities of fresh unripe mangoes are utilized in household preparation of pickles and
chutneys. The market for minor tropical fruits, such as passion fruit, carambola and
avocado is expected to rapidly increase over the near to mid-term, with consumption
concentrated in higher income groups at the present time.
D. PROMOTIONAL ACTIVITIES
Few national or regional promotional activities, either commercial or state-sponsored,
have been developed to encourage domestic consumption of tropical or other fruits in
past years. However, nutritional education programmes by the government of India
have resulted in rising demand for higher quality fruit, as well as increased preferences
27
for more varied diets (including more fruit consumption). A number of large agroprocessing industries have initiated promotional programmes for processed fruit and
juice products in recent years, utilizing mass media and in-store promotions to enhance
brand recognition and encourage consumption.
E. SEASONALITY
A survey of three wholesale terminal markets in October 1999 revealed large variations
in price due to seasonality. Furthermore, despite some efforts to better manage
surpluses due to seasonality, an estimated 25 % of total fruit production goes to waste
during post- harvest handling, according to National Horticulture Board of the Ministry of
Agriculture for India. Although the Government of India has taken steps to improve the
overall conditions of the fruit industry, future growth is constrained due to inadequate
refrigeration and cooling facilities, remote market access and export infrastructure not
meeting the demand requirements for export of fresh fruits.
to its higher cost and predominance of vegetarianism and Hinduism. However, only 20%
of the population is strictly vegetarian. Non vegetarians typically consume meat only
once or twice a week. Higher income consumers rely almost entirely on domestic help
for their shopping. The domestic help buys staples, vegetables, and fresh foods from
local small grocers and vendors, and other products from a variety of general
merchants.
The middle class has diverse purchasing habits. Many families on the
growing pattern of household with two working parents. Many families at the lower end
of the middle class continue to do their own shopping. The poorer segments of the
Indian population tend to buy basic staple with the first part of their paychecks, which
typically are distributed on the first few days of each month. During the month, the
poorer customers will buy whatever fresh foods and consumer goods they can afford,
often filling in at the end of the month with some additional staples purchased on credit.
In all classes, women do most of the shopping and make most of the food purchase
decision. Most consumers prefer local shops to larger supermarkets because of
proximity, personal attention and lower prices. Nearly 95% of consumers purchase fresh
fruits and vegetables from a local market or street vendor. Additionally, traditional
markets are considered the freshest source for foods.
format. More than anything else the entire aseptic processing and packaging system
ensures the availability of nutritious products in safe and hygienic formats, which are
also convenient to use. A look at any market in Asia will show how aseptic packaging is
growing in popularity.
The increase in demand for fruit juices in the recent years, and the growth in their
production is inevitably leading to an increase in demand for packaging options in India.
What are the technological innovations that have been introduced in the sector to cater
to the increasing demand?
The increased demand has led to an increase in number of size, shapes and even
printing technology innovations, besides the obvious one of ensuring improved product,
taste, quality. Manufacturers are getting more aggressive by offering new product to
consumers.
Could you elaborate on the spin-cap and cold fill technology packaging options are
related technologies that Tetra Pack has recently introduced for packaging fruit juice.
Which companies are using these technologies and what are their benefits ? What other
technologies have been introduced recently for packaging fruit juices ? The spin cap is
a pack opening option that was introduced a couple of year ago. Used the world over, it
is currently being used only by Dabur in India. Tropicana and Mother Dairy both use the
recap option.
Cold fill technologys biggest benefit is that it ensures microbiological safety and a
bacteria free product while keeping the nutritional values intact through the use of a
gentle heat treatment process which retains original state of the product and ensures
that the consumer gets value-for-money.
Slim line packaging for fruit juices and its benefits over baseline packagingThe difference between the two is the aesthetics. There is no difference in the
technology used in both these options. For both the manufacturer and retailer, slim line
packaging is easier to handle in the distribution chain. It also gives the manufacturer
more surface area for graphics.
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TYPES
OF MARKETING RESEARCH
Brand attribute research - what are the key traits that describe the brand
promise?
32
Brand name testing - what do consumers feel about the names of the products?
33
Positioning research - how does the target market see the brand relative to
competitors? - what does the brand stand for?
Sales forecasting - to determine the expected level of sales given the level of
demand. With respect to other factors like Advertising expenditure, sales
promotion etc.
34
All of these forms of marketing research can be classified as either problemidentification research or as problem-solving research.
1. Surveys. With concise and straightforward questionnaires, you can analyze a sample
group that represents your target market. The larger the sample, the more reliable your
results will be.
In-person surveys are one-on-one interviews typically conducted in high-traffic
locations such as shopping malls. They allow you to present people with samples of
products, packaging, or advertising and gather immediate feedback. In-person
surveys can generate response rates of more than 90 percent, but they are costly.
With the time and labor involved, the tab for an in-person survey can run as high as
$100 per interview.
Telephone surveys are less expensive than in-person surveys, but costlier than
They're much cheaper than in-person and phone surveys, but they only generate
response rates of 3 percent to 15 percent. Despite the low return, mail surveys
remain a cost-effective choice for small businesses.
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Focus groups and personal interviews provide more subjective data than surveys. The
results are not statistically reliable, which means that they usually don't represent a
large enough segment of the population. Nevertheless, focus groups and interviews
yield valuable insights into customer attitudes and are excellent ways to uncover issues
related to new products or service development.
4. Observation. Individual responses to surveys and focus groups are sometimes at
odds with people's actual behavior. When you observe consumers in action by
videotaping them in stores, at work, or at home, you can observe how they buy or use a
product. This gives you a more accurate picture of customers' usage habits and
shopping patterns.
5. Field trials. Placing a new product in selected stores to test customer response
under real-life selling conditions can help you make product modifications, adjust prices,
or improve packaging. Small business owners should try to establish rapport with local
store owners and Web sites that can help them test their products.
The decision making unit is far more complex in B2B markets than in consumer
markets
B2B products and their applications are more complex than consumer products
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B2B marketers address a much smaller number of customers who are very much
larger in their consumption of products than is the case in consumer markets
38
2. RESEARCH METHODOLOGY
The research methodology based on the primary and secondary data both. Secondary
data are collected from different secondary sources of information.
Primary data were collected by me at different places of Indirapuram (Ghaziabad) and
Noida. I prepared a questionnaire which consisted of 9 questions and a suggestion
39
space at the below regarding the FRESH GOLD juice. I visited around 125 people at
different places to get their feedback about the product. Basically I tried to know how
many people were there who even know about this product because most of them were
unaware of this product. During the survey I visited food bazaar (shipra mall), food
bazaar (aditya city center) and shipra market, all the places at indirapuram only,
because the store manager of food bazaar didnt allow me to take the feedback of
people inside the premise of food bazaar so I took all the feedbacks from the people
who are coming out of the food bazaar at outside of the shop. After visiting these areas I
visited my college campus (ims noida) and Haldirams Product Pvt. Ltd.(sec63,noida) and got the feedbacks from their employees. Through this I got all the filled
form and consumers feedback.
Then I started visiting to the retailers of Indirapuram only. I visited around 20 retail
shops to get their feedbacks, because almost all the shopkeepers have denied to fill any
kind of form so I got their views only by the conversation. They were having so much
complains regarding the supply and demand.
It gives a clear idea regarding the approach of the study to understand the buying
behavior of the consumers for the fruit juices. The source of information of past
consumer behavior for the fruit juices and the present consumer buying behavior
compares the differences among the acceptance of product. The recent trends of
market also pay emphasis towards the consumer preference. The understanding the
fruit juice scenario of India is a important study to make a conclusion regarding the
growth of fruit juices in the market, acceptance of particular brand by the people, past
draw backs made by the producers and recommendations by the consumers.
The review of theoretical concepts which are the research based view, core
competence, sustainable competitive advantage concept and the cost leader ship
strategy. The theoretical concepts of demand in this study show the demand
determination process of a particular product prevailing in the market with high market
share.
Source of secondary data are the books, magazines, internet, television, news papers.
There is no particular or specific book where the complete information about consumer
40
behavior for fruit juices is available. In this case the information from different books is
collector and assimilated according to the study objective. The magazines like frontline,
business world, Sunday times, Outlook provideds lot of information for it. Television is
another important source of information for this project from which recent data are
collected for study. The channels like Star News, Aaj Tak , NDTV has the importance for
providing the market share data of the products considered in the study. This is the
current source of information in once hand as a hard copy. The news papers (especially
Bussiness Newspapers) provided the desired information. Like Economic Times and
Business Standard etc. these papers are so important that sometimes they play their
role both as secondary as well as Primary source of data (because sometimes the
current information that is available through these papers are not even uploaded on
Internet also.)
Developing strategy based on the customer feedback i.e. collection of primary data by
considering a definite sample size considered is the local area (Indirapuram). The data
which are being collected from the consumer during the primary analysis are separated
according to their specific weightage. From the question five comparative questions are
considered for comparison. The open ended questions and the closed ended questions
used in the questioner for customer feedback have different weightage and are
separated to make a unique analysis. The main influencing questions are again
analyzed to get clear result from the analysis. The different companies are considered
for realizing the perfect completion among them so that perfect interpretation can be
made upon them. For study the fruit juice brands which are considered are Real,
Tropicana, Saint, Fresh gold and other competitors are also considered for the
secondary study but not encountered in the main study.
For detailed comparison according to different parameters like availability, price, quality,
flavor, customer feedback, packaging the questioner are sorted out and the ranking are
calculated. The ranking is made like first, second and third. The First rank the highest
three points, the second rank has two points and the third rank has one point. According
to the rank the numbers of persons are calculated who have given the rank according to
the different parameters. The points obtained from the number of the persons gives rise
41
to intermediate point. The summation of all points is a result of total point which is the
main criteria for comparison.
The techniques are used different for secondary analysis as well as per primary
analysis. In secondary analysis the relevant data are obtained from news papers,
magazines, television, and websites. For primary data collection the techniques used
are questioner technique and personnel interview. The data collection from the primary
source is analyzed by graphical methods. The questioners are separated according to
different parameters and different points are assigned for them for perfect weightage to
place in the comparative graphs. The pie chart, bar graph and line graph are used in
this study to compare different parameters.
After analyzing all my data I got from the consumers, I found that the main thing is to
place the product at the shelf of retail shops, so the public see it and get aware of it. For
this we need to strengthen the supply chain.
42
Company Profile :
Surya Food & Agro Ltd. was incorporated in November 1992 and commenced its
commercial operations of manufacturing & selling of biscuits under brand Priyagold
43
October 1993. Over a period, they have established strong manufacturing capabilities
and have invested substantially in developing consumer preference for our products.
Their trademarks / brands Haq Se Maango & Priyagold have emerged as one of the
most powerful brands in the FMCG sector. They are committed to invest in brands,
manufacturing capabilities, deliverables and distribution strength.
They have three plants located in Greater Noida, Lucknow & Surat. They also
outsource some of their requirements to another plant located in Hyderabad. Their
capacities have reached 1,50,000 MT p.a., which along with strong brand building
and distribution capabilities have enabled them to command a sizable market share
in the biscuit market despite competition from well-established players in the industry.
After establishing their foothold in biscuit industry, they continued to adopt strategy to
identify and commercialize profitable growth opportunities by leveraging established
brand and distribution network.
Both the brands are also well established and have penetrated into the fruit juice market
aggressively by commanding considerable market share. They have also forayed into the
aerated fruit drink segment with the launch of Fresh Fizzy.
They
are also aggressively marketing their products in institutional category. Presently their
products viz. biscuits and fruit juices are supplied to Airlines, Hotels, Railways, Canteens Stores
Department (CSD) and organized retail outlets.
They are also diversifying into manufacturing of chocolate and toffee & candy through our
wholly owned subsidiary Surya Processed Food Pvt. Ltd. at Haridwar, Uttarakhand, where
various fiscal benefits are available.
Their strategy of strengthening the brands especially the umbrella brand Priyagold has resulted
in creating immense brand recall value. They are continuing with our effort of strengthening the
brand with a scientific approach, which will result in growth of customer base, price premium,
44
consumer loyalty which is expected to result in increased earning and ultimately enhancing
enterprise value of our company.
Thus the companys manifesto is to build on the present strength created over the
years and diversify into products and geographic portfolio. We aim at achieving
profitable growth by penetrating into the consumption market to enhance market
share by constantly innovating on product profile, investing in infrastructure
thereby accelerating the top line growth to enhance the market share.
Delhi NCR-based Surya Foods and Agro Ltd, manufacturers of
forayed into the juices segment. It has set up a state-of-the-art manufacturing facility in Greater
Noida with an investment of Rs 25 crore. The plant has a capacity of producing 1.5 lakh litres of
juice per day.
Branded `Freshgold', the one-litre juice in cartons is available in supermarkets and malls in and
around Delhi for Rs 60. Speaking to Business Line, Mr B.P. Agarwal, Chairman, Surya Foods and
Agro Ltd, said, "Though the juices are currently available only in the northern markets
The Rs 300-crore turnover company is also setting up a biscuit
south by the next month. We are also
not-so-good experience with the `Priyagold khaao or khelo' contest. According to Mr Agarwal,
"The retailers did not
withdraw the scheme from the market." However, he said that the
around Rs 3 crore for promoting the juices. While tele-commercials have already begun on
IndiaTV, the company is hopeful of running them on all other channels by the next fortnight.
it is also in the process of sprucing up its exports operations. Currently it exports its biscuits to
countries such as Dubai and Nepal.
According to Mr Agarwal, "The high level of taxation in the domestic market, which is a major
concern, is one of the reasons why we are looking to increase export volumes."
45
Explaining further, he pointed out that high input costs and taxes are affecting margins and profits.
As fierce competition from other players is preventing the company from increasing prices, he
said, "High taxes are even forcing manufacturing units to close down. In fact, we have already had
to shut down two out of six company's plants."
While speaking on the company's performance, he said, "We face immense competition not just
from competitors in organised retail but also from the unorganised market which holds almost 40%
of the market share and has the benefit of not being subject to any taxes." The government needs
to look into the matter before the situation worsens, he added.
Quality Assurance
Surya Foods & Agro. (P) Limited ensures that the highest levels of quality are maintained
throughout the manufacturing process. Each step of our processes undergoes strict checks at
various levels, being supervised by our quality assurance team. All the products are
manufactured under 100% clean and hygienic conditions.
Our speciality lies in our ability to deliver pure and natural juices in a wide variety of flavours
with no artificial ingredients and are completely safe for consumption. All the products are
packed in air-tight packaging materials to restore their freshness. The date of manufacturing
as well as that of expiry are clearly mentioned on the pack so as to avoid any confusion. Only
approved products that meet the stringent standards laid down by the relevant food
authorities are sent for dispatch.
Their Processes
Our manufacturing processes are conducted under the most hygienic conditions, and we
have a clean manufacturing facility which is well equipped with a host of advanced and
sophisticated machinery for our purposes. Many of our machines like Tetra Therm Aseptic
Flex, the latest sterilizers, are exclusively imported from countries like Sweden.
Our versatile packaging department makes use of the most standardized packaging materials
to give our product an attractive appeal as well as to keep the contents intact and safe. All the
products are stored in a capacious warehouse with cold storage facility, thereby enabling us to
meet all forms of market demands in the most efficient manner.
46
Their Strengths
her
family consumes.
Karishma will soon be seen recommending three products from the Priyagold stable Butter
47
bite, Butter bite badam pesta and Marie lite. The advertisements created are straight forward
brand endorsement with no complicated storyline or special effects in the visual. The
message to the viewers is clear.
We had been looking for a celebrity who can easily be associated with our product. In
Karishma Kapoor we got that. Karishma being a modern day housewife and a celebrity
mother is always concerned about her kids & familys health in todays hectic life, said
Shekhar Agarwal, Director of Surya Food.
Priyagold biscuits are favorites in kids. I too have grown up eating these biscuits and like the
taste immensely. In fact I agreed to endorse the product it is because of my personal
preference for Priyagold products. Said Karishma Kapoor
The reason why the company has opted to keep the message direct and simple is the fact
that such endorsements are easy to recall. Unlike other celebrity endorsements of similar
products where film stars have been seen promoting biscuits, at the end of the day viewers
fail to recall the product. Also Shekhar feels that biscuits are commodities and need to be
promoted as such.
Chocolate news
Surya Food & Agro is going to introduce chocolates and wafers in November as part of its
plan to extend the product portfolio.
Surya Food & Agro is a leading biscuit manufacturer of the `Priyagold` brand. This is a Noida
based company and has a turnover of Rs 400 crore. Now, the company is expecting its new
products to register revenue of Rs 10 crore by Mar 31.
Shekhar Agarwal, the director of the company said, "Our chocolate and wafers will be
introduced in the market when our Haridwar plant commences operations in November."
He added, "Initially, our target is the north Indian market where Priyagold has a stronghold."
48
He said that about 10 variants of chocolates and wafers would be launched there.
Agarwal informed that the company has invested Rs 30 crore in the project for installing
modern machineries for the 10 tons per day capacity plant at Haridwar. The chocolates and
wafers would be sold under `Priyagold` brand with a separate sub-brand for each Variant, he
said.
But, Agarwal denied to disclose the names of variants, but said they would be placed near the
existing names of big players like Nestle and Cadbury. The company will keep the price of
their chocolates same as the leading companies.
Agarwal added, "Our products will be cheaper as they would have more quantity in weight."
The company would leverage on the existing network of Priyagold biscuits for distribution
purpose and offer more discount to retailers so that they are attracted to keep the products.
The biscuit manufacturer, which also makes juices, has a considerable market share in Delhi,
Uttar Pradesh, Haryana, Punjab and Rajasthan.
Products / Services :
We are manufacturer, suppliers and exporters of Biscuits such as :
Butter Bite
Crack N Cheers
Nice Day
Marie Lite
Kids Cream Butter
Strawberry
Chocolate
Coconut crunch
Glucose V Extra
Magic Gold
Snacks Zig Zag
Orange
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Cheez Bit
Jeera Top
Cashew
Cheese Cracker
Elaichi
Milk
Trick-or-Treat Pizza Biscuits
Southern Style biscuits such as Spices, Cheese & Bacon Bake, Cream Cheese & Jelly Bake,
Berries & Cream Bake.
50
4. RESEARCH ANALYSIS
The primary research analysis fulfill the objectives of the study. According to the
objective the demand for the fruit juice is more but if we consider a particular product
out of the four product which we are taken into consideration are Real, Tropicana,
Freshgold and Saint.
CONSUMER AWARENESS FOR FRUIT JUICES
If we compare the consumer awareness for each brand then it is satisfactory that all
the consumers have the knowledge regarding the fruit juices available in the market.
According to the conversation during filling the questionnaire people drink fruit juice for
energy instead of getting relaxation. It is found that 78% consumer consume fruit juices
51
for energy. Though the caloric value of fruit juice is high it is consumed for the purpose
of getting energy. The consumer awareness for fruit juice is more among all consumers.
Tropicana and subsequently the demand decreases among Fresh gold, Saint, Leh berry
and others. The various campaigns organized by the fruit juices companied have also
increased the consumption demand for fruit juices. It is obtained from the primary
research that 53% of consumers prefer Real juice as compared to Tropicana, Leh Berry,
Fresh gold, Saint. It is observed that Fresh gold has lesser consumer attracted towards
it shows the lesser demand by consumers according to various parameters which are
explained in the other analysis as followed. Leh Berry and Tropicana has the same
demand in the market because of their retail price in the market for which the
consumers buy it. The promotional factor which has great importance towards the
demand of the fruit juices.
From the analysis it is found that the fruit juices consumption depends upon
different age groups. During the survey I found that 43% of the consumers of age group
20-30 likes to consume fruit juice. Subsequently 28% consumers from the age group
53
30-40, 14% people from the age group 40-50, 7% consumers between the age group
50-60, 3% consumers were above the age of 60 where as only 5% consumers were
below the age of 20.
One more thing I got from the analysis of my questionnaire that out of 100% only
62% people like packed juices where as 38% people like juices which is freshly
prepared in front of their eyes by local juice wala. They believe that the packed juices
contains many extraneous substances or ingredients and loose juices are fresh and
contains not any extraneous ingredients or preservatives so that the loose juices are
more beneficial than the packed one. They dont like the taste of packed juices because
it gives the taste like a cough syrups as they said.
CONSUMERS PREFERRED BRAND
I conducted a survey among 120 people to know about their preferences, that at
which brand they rely the most. The survey was conducted among five brands
Freshgold, Real, Tropicana, Xs and Saint. Among all these brands most of the people
said that they like Real, Lesser said Tropicana and a very few said Fresh gold and other
brands. As a result of the survey 46% people like Real where as 33% like Tropicana, no
one said about godrejs Xs and only 5% people said about fresh gold. 16% people like
other brands(saint, leh berry and other local brands) available in the market. Most of the
people whom I met they dont even know about fresh gold, they came to know about
fresh gold through the questionnaire only.
54
As per the graph above shown the packaging is divided into four types, i.e. tetra
pack, plastic bottle, can and glass bottle. From the survey it was analyzed that 70%
of people like tetra pack, 18% of consumer like plastic bottle, 9% of consumer like
can and 3%of people like to have juice is glass bottles.
AWARENESS REGARDING THE FRESH GOLD
55
During the survey when I asked people about fresh gold, most of them have replied
they dont know about this product available in the market. After completion of
survey when I analysed the primary data collected I got that around 70% people are
there who dont even heard about fresh gold. Only 30% people were about its
existence. The people who know about this or who have tasted it earlier praised it
very much.
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From the above graph the number of customers retained by each brand can be
known, tropicana has retaines 33% customers, real has retained the most 53%
customers, fresh gold has retained 6% where as saint has 3% and other brands
(leh berry, Xs and many more combinedly ) has retained 5% customers.
Most popular flavour
A survey is conducted among 120 people just to know about their taste preference.
In the questionnaire a question was there about the flavour which they generally
have. I asked among 6 flavours orange, apple, pineapple, tomato, mixed fruit and
other flavours. At the time of analysis I got that 38% people asked about orange
flavour only, which means orange flavour is most popular among other juice
flavours. Orange got 38%, apple got 14%, pineapple got 9%, tomato got 3%, mixed
fruit got 34% and there were people who dont like any of these, they preferred to
have other flavours.
57
58
JUICE VERITY
Is the survey a question was asked about the verity of juice, means what kind of juice
they like most with sugar or without sugar. Some of the people said they like juices
without sugar but around 70% people like juices with sugar, means 30% people are
there who dont like juices with sugar. By keeping this thing in mind Real has launched
Real active, this is the product which contains no sugar. This product is specially for
those people who are diabetic patient or calory concious or those who dont like juice
with sugar. Through real active dabur has targeted that 30% consumers.
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CONSUMER CONCERNS
Through a question I tried to know what is the most important thing in a juice for the
people. Means what matters them the most among taste, quality and price. 65% people
said about the quality of the juice, that matters them the most, 30% of them preferred
taste and 5% said about the price, means price effects them the most.
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5. CONCLUSION
61
The objective of the study is to analyse the consumer behavior with respect to Fresh
Gold by considering five fruit juice brands in the market. Tropicana, Real, Saint,
Freshgold and Xs the five brands which are taken into consideration for the study.
These five brands are identical with respect to different characteristics. The thorough
study is based on the consumer behavior analysis which serves a great idea regarding
consumer perception when they go for a particular brand to fulfill their needs. In order to
satisfy themselves consumer perceive many things before buying which are analysed in
this paper and result is obtained.
The whole study satisfies the objective of the study. The market share is studied for
each brand specially freshgolg by taking into consideration for the product they like to
buy or they are buying. It is found that real has retained maximum number of customers
where as other brands have retained lesser number of consumers. Freshgold has a
very few number of consumers, about 5-6% of consumers like to have freshgold where
as Real and Tropicana have 53 and 33% consumers in the market.
Freshgold has less market shares or we can say a very few people want to buy
it, there are several reasons behind it like lack of awareness, lack of promotion,
people dont aware of it, lack of availability, consumers affection towards Real
and Tropicana or other brands because of taste, flavor, quality etc. One of the
main reason can be the retailers dont want to sell it because of less demand and
improper supply chain management. Most of the retailers dont want to sell it but
those who want to sell it dont get the products from the dealer at right time. So
its sales dont increase even if the demand of the juice is higher. From the month
of April to September sale of juices increases due to summers, juice market
expands during this time only.
So the fresh gold can change their strategies for retaining more numbers of
consumers for satisfying their objectives. Fresh gold can take more number of
consumers if they take some initiatives for those parameters in which it is behind of
them. The parameters which are considered in this study really affect the consumer
buying behavior those are availability, quality, price, quantity, customer feedback and
62
63
6. RECOMMENDATIONS
64
This study gives a clear idea regarding consumer behavior while purchasing. The
strategy for the products can be changed by comparing the different factors that has
obtained from the study. Real has obtained the highest market share by keeping in
consideration the parameters like consumer feedback, packaging, delivery mode,
quantity and availability. Tropicana is very near in every aspect to real and by changing
the strategy like availability and promotional activities it can cross the market share of
Real very easily. The price of Tropicana is affordable and has more number of
customers whose profession is student and falls between the age 20-30 like it.
Just like these brands fresh gold should also come forward for aggressive
marketing. As we have already seen from the study most of the people dont even know
about fresh gold, they dont aware of it so there should be more and more promotional
activities. Promotion should be done through ATL and BTL, both the processes. For ATL
promotion they should arrange more and more advertisements on different T.V.
channels. Especially at prime time so that more and more people can be aware of it.
Other than the televisions they should also give the promotional advertisements on
radios, newspapers and different magazines, so that a large number of consumer can
be made aware of it. At time to time they should give a promotional offers on it like save
rs 20 at the purchasing of two packs of juices or get two packs of juices @ 100 only
and more like this. So the people who generally visited to the departmental stores like
Big Bazaar or Spencer, can get the offer easily. They should also provide these types of
offers to the retailers so the people who dont visit malls can get the offers. Apart from
these activities company should also organize the BTL (Below The Line) promotions to
make more and more awareness. For BTL promotions, company should choose some
crowded areas is every territory and organize camps there. Company employee will
meet every people roaming in that particular place and give a sample of juice to taste
and note down their reactions. What will be the result of it that the persons who doesnt
even taste but see they will become aware of it. Through this process we can also
watch that how much new customer we made in that particular location.
Along with that we shall try to convince the retailers also to keep the product in their
shops. For this company should give them some special offers and gifts. As we know
retailers are the main source of BTL advertisement so firstly we need to convince
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retailers and place the product at every retail shops at eye level of the customer
because eye level is buy level. Until we dont place the product at the shop the sell
cant be increase and all the advertisement will become worthless.
So before launching a new fruit juice brand in market the parameters which have
taken into consideration must be utilized for better consumer attraction.
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7. APPENDIX
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QUESTIONNAIRE
1. How many time you take juices daily ?
(a). 1
(b). 2
(c). more than 2
(d). none
(b). packed
No ..
Upto how much price can you pay for a liter of juice ?
(a). upto rs.- 60
7.
(b). 61-65
9.
(d). 71-75
8.
(c). 66-70
(b). quality
(c). price
How many points will you give to these products out of 10 points.
(a). Tropicana (pepsico)(b). real (dabur)(c). real active (dabur)(d). fresh gold (priya gold)(e). saint (parle)-
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BIBLOGRAPHY
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discussions
Principles of marketing management by Philip kotler
Marketing management - Wikipedia, the free encyclopedia
www. Pricewaterhousecoopers.com
www.researchandmarket.com
www.fnbnews.com
www.ibef.org (Indian brand equity foundation)
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