AT SWASTIK FRUIT PRODUCT PRIVATE LIMITED TATISILWAI, RANCHI-835103 JHARKHAND
SUBMITTED BY:PURUSOTTAM KUMAR PGDM-IB 2nd sem. (2009-2011) SMS VARANASI (U.P)
It gives me immense pleasure for pursuing on the topic”Competitive analysis of FROOTI and its competitors”. I wish to express my indebted gratitude and special thanks to Mr. Binay Saragwi, Managing Director, Swastik Fruits Pvt. Ltd. & Swastik Aqua Pvt. Ltd., Tatisilwai, Ranchi, Jharkhand for allowing me to carry out my industrial project work at their esteemed organization and extending during the training. I express my heartful thanks to Mr. R. R. Bakshi, Chief executive officer (CEO), for taking part in useful discussion & giving necessary advices and guidance. It is my glowing feeling to place on record my best regards, deepest sense of gratitude to Mr. Rajeev Ranjan Bakshi (Head Marketing Manager) and Mr. Sashi Shekhar Da (Depot Head Incharge) for their judicious and precious guidance which were extremely valuable for my study both theoretically and practically. Place: Date: Signature: Name of the student:
PURUSOTTAM KUMAR PGDM-IB/04/34
I hereby declare that project Titled Competitive analysis of FROOTI and its competitor is an original piece of research work carried out by me under the guidance and supervision of Mr. Sashi Shekhar Da . The information has been collected from genuine & authentic sources. The work has been submitted in partial fulfillment of the requirement of MBA to our college.
Signature: Name of the student:
PURUSOTTAM KUMAR PGDM-IB/04/34 SMS VARANASI (U.P)
Progress is a continuous process. It is relative and absolute. We cannot stop at a certain destination and declare that target has been achieved and we need not to go further. In this new are all the countries & their companies are trying their best to improve economic growth. This trend has created a very complex & competitive environment in the field of business, trend & win the race a new system of management is much needed. To fulfill this need a new field of modern science has developed very fast i.e. Master of Business Management. In this curriculum there are several phases, which have to be covered & compelled properly. At the completion of the second semester of PGDM we got opportunity to provide them particular knowledge about each and every aspect of market. It could be in related fields’ viz. Human Resource Management, Marketing or Finance as per their specialization in the course. It is important because it provides the students about the practical knowledge of the field, which is very essential beside the theoretical knowledge. The experience that I have gathered during this period has certainly provided me with an orientation which, I believe, will help me to shoulder my assignment successfully in near future. During this period, I have collected all the information of “Competitive analysis of Frooti and its competitors” through primary data which were available at the Ranchi. On the basis of my training program, I have tried my best to arrange my work in symmetric way. However to cover the detailed information in such a short period was not possible. Despite the inherent shortcomings of the study, a genuine attempt was made on my part see that the study was carried out in the right respective. PURUSOTTAM KUMAR PGDM-IB/04/34
Welcome to Swastik Group
A House Of Diversified Excellence The SWASTIK GROUP established in the year 1961 is one of the leading trading houses in eastern India. With diversified activities it is also engaged in the providing engineering, management and financial consultancy services in the field of infrastructure development from the concept to commissioning. As a trading company engaged in catering the requirement of Mining, Construction Power Plants, Forging, Casting and Export Etc. SWASTIK GROUP has played a significant role in the development of Indian Industry and Infrastructure Projects. We at SWASTIK aim to provide most effective and prompt after sales services for the equipments sold by us through trained personnel and after sales services for the equipment sold by us through manufacturing plant-trained personnel and experts. CHAIRMAN'S MESSAGE We at SWASTIK GROUP are committed to give our customers the best possible products & services at most competitive prices as per agreed standards and within the stipulated time frame, to their entire satisfaction. We shall strive relentlessly towards a Zero-defect culture through the commitment of each and every member of our Company. And of course, we shall not stop there, but keep on going…………. Hanuman Sarawgi Chairman VISION To be known and identified as an ethical, trust worthy and dependable company relied upon by clients, offering real and lasting solutions at an affordable cost. OBJECTIVE To be partners in progress by assisting our clients in optimizing their potential to achieve corporate goals by offering “THE SOLUTION”.
The confectionery market can grow immensely, depending on the kind of categories & products that are introduced. It is a highly price sensitive market. However, the change & the acceptance of one rupee products have facilitated some more innovation and excitement in the category.
Nadia Chauhan Director, Parle Agro Pvt Ltd As soon as Nadia Chauhan crossed over to the double digits, she found herself attending marketing meetings, supervised by her father, Parle Agro’s Prakash Chauhan. No surprise then that she eschewed playing house and dress up like other children to develop a single minded focus on the day-to-day workings of Parle. She’s a lucky girl, she’ll tell you. Chauhan, CMO, Parle Agro, didn’t attend a fancy business school. “I grew up in Bombay, went to school and college here, so I was very close to the business.” That meant she could spend her time observing production plants in full swing (at that time the production unit was on corporate office grounds) and keep a hawkish eye on her father’s every business move. Well over a decade after her first tryst with the company’s marketing brass, today she is among Parle Agro’s top management. The eldest Chauhan sister Schauna is at the helm of Parle Agro (the makers of brands like Frooti, Appy, LMN) and next in line is Alisha in charge of her very own outfit V3 (a fitness company based in Mumbai). Nadia has her hands full defining Parle Agro’s marketing strategies, a function that’s not just about communication and commercials. Well defined roles for all three, “That’s how my father planned it. It feels natural and the progression seamless,” says Chauhan, “we have our distinct strengths,” and that’s how they all have their place in the company. Her father’s style of guidance is very subtle. He never forces his point of view or way of working. “He’s always encouraging me to think and to cultivate my own thoughts and views,” she says.
She recalls being very excited the first time she stepped through Parle’s doors in an official capacity. “Very often new people step in and make drastic changes which might disturb the way things are done. One of the things my father told me was ‘There is no such thing as a stupid question.’ So take your time.” So far, her old-fashioned training is working well for Chauhan. She has successfully launched new brands for Parle Agro’s portfolio of beverages that includes Saint (fruit juice) and has her eye on the food category with snack brands like Hippo. But she has even bigger plans for the future. Her aggressive vision for the business is to make Parle Agro the top FMCG Company in the country.
Parle Agro eyes Rs 35 bn turnover by 2010-11
Country`s leading player in the mineral water and beverages businesses, Parle Agro is targeting a Rs 35 billion turnover by 2010-11 (present turnover - Rs 9.5 billion), reports Economic Times . This will be done through organic route and an aggressive marketing strategy. For starters, it has decided to expand production capacity of its mineral water, which is sold under the Bailley brand. The company plans to set up 60 mineral water factories more from the present 26 factories across the country in the first quarter of next fiscal, said Parle Agro director Nadia Chauhan. The promotional budget for the company is also being enhanced to penetrate into newer markets, said Chauhan. In 2008, the company has decided to spend Rs 250 million for promoting our basket of products and the advertising spend will go up by another 15-20% in 2009, added Chauhan.
COMPANY PROFILE COMPANY NAME COMPANY PROFILE ESTABLISHED IN : SWASTIK FRUITS PRODUCT PVT.LTD : SALES AND MANUFACTURER : 2004
MANAGING DIRECTOR: BINAY SARAWGI
Mr. Binay Sarawgi is B. Sc. is having 22 years of experience with the group and is responsible for the general administration, finance and trading activities of the group Companies. He is also responsible for the franchise units of Frooti, Appy Fizz and Bailey mineral water. Mr. Binay Sarawgi was born on 25th April 1964 at Ranchi in a respectable Jain (Aggarwal) family.He is the youngest son of Shri Hanuman Sarawgi, a renowned Philanthropist and a well known social leader. He completed his education from St. Xavier's School and Ranchi College, Ranchi. for more..... The Telegraph LOCATION MAIN OFFICE : SWASTIK HOUSE, UPPER BAZAR, GANDHI CHOWK, RANCHI (JHARKHAND) : SWASTIK CHAMBERS, 3rd FLOOR, GOPAL COMPLEX, RANCHI
MANUFACTURING UNIT: TATISILWAI, INDUSTRIAL AREA PHASE 2, RANCHI (JHARKHAND) EMPLOYEE : 5000
PRODUCT RANGE • • • •
“FROOTI” – Mango Drink “APPY” – Apple Drink “APPY FIZZ” – Carbonated Apple Drink “BAILLEY” – Packaged Drinking Water
COMPITITERS : MAZZA, SLICE, TROPICANA, JUMPIN BISLERI, AQUAFINA, KINLEY Primary Competitive Advantages • Products are manufactured under the most hygienic conditions • The drinks are made available in a Tetra Pak and Pet Bottles • Healthy and nutritious alternative which are also delicious • Access to best quality fruits • Strategically located manufacturing facilities • State-of-the-art manufacturing plants • An extensive distribution network Memberships • Agricultural and Processed Food Products Exports Developments Authority (APEDA) • Federation of Indian Chambers of Commerce and Industry (FICCI) • Project Exports Promotion Council of India (PEPC) • Federation of Indian Export Organizations (FIEO) Standard Certification • ISO certification • HACCP certification
INDUSTRY PROFILE OF SWASTIK GROUP About Us A House Of Diversified Excellence The SWASTIK GROUP renders services in the form of Consultancy. Supply of Equipments and Spares, Erection and Commissioning and operation in the following fields:
a. Open Cast Mining • Hydraulic Excavators, Rope Shovels, Blast hole Drills, Loading Equipment, Rear End dumpers, Draggles, Bulldozers, Motor Graders etc. • Coal and Mineral Preparation and Beneficiation Plants & Material Handling Equipment. • Pollution Control Equipment. • Complete equipment for large Open-Pit Mining with annual productions of 10 million tons by Shovel-Hauler process or semi-continuous process. b. Underground Mining • Drilling, Loading, Man and Material Transportation Equipments, Under Ground Support Vehicles. • Complete projects for mining (Minerals and Metals).
2. Power Plants
• • • • Mini / Micro Hydel Power Projects. Thermal Power Projects up to 1000 MW. Hydel Power Projects up to 360 MW. Transmission and Distribution Equipment.
3. Materials Handling and Reduction Equipments
• Cranes - EOT / HOT up to 250 MT capacity. • Mobile Cranes - Tire mounted and crawler.
Port cranes (Luffing Cranes, Container Handling Cranes ). • Barges, Sea going vessels. • Crushers and Grinders.
4. Ferrous and Non-Ferrous Metal, Ferro- Alloys, Minerals and other metals
• Aluminum, Brass, Copper, Chromium Metal, Ferro-Silicon, Rolled products, Steel, Silicon metal etc.
5. Machine Tools
• • • • Special Purpose Machine Tools. Foundry Equipments and Machines. Electrical Pneumatic and Cordless Engineering Tools. CNC Machines.
6. Forgings and Castings
• Forging & Castings of Ferrous and Non Ferrous Metals, Mn Steel Casting, Liner Plates, Rolls for Rolling Mills etc.
• Frooti • Appy Fizz • Bailley
• Commodities Tea, Spices, Jute, Processed Food (Veg. & Fruits), Rice, Fruit Pulp & Juice, Garments, Textiles, Cosmetics, Decorative Laminates, Marble,
Minerals, Granite (Polished and Unpolished) etc. • Ferrous & Non-Ferrous Metals. • Forgings & Castings. • Engineering Products. • Material Reduction Equipments. • Spares for heavy earth moving machines.
9. General Trading
• Bearings, Cement, Ferrous & Non-Ferrous Metals, Gears and Speed Reducers, Lubricants, Petroleum products, rubber compounds and Chemicals. Steel, Tyres and Tube etc.
10. Electrical Equipments and Components
• Transformers • Switchgears • Motors • Luminaries • LT and HT Cables
11. Consultancy Services
We provide Engineering and Management consultancy Services for Infrastructure Projects i.e. Roads, Bridges, Ports and Harbors, Water Treatment and Distribution, Sewage treatment, Material Handling Plants, Railways, Urban development etc.
• The Pioneer 'Jharkhand Edition'.
An ISO 9001-2008
S wa s ti k Aqua Ltd. S wa s ti k Cok e Pv t. Ltd. S TI Ma r k e ti ng Pv t. Ltd. S wa s ti k G l obal P v t. Ltd. S wa s ti k S ofte c h Pv t. Ltd. S wa s ti k O ve r se as P v t. Ltd. S wa s ti k For gi ngs Pv t. Ltd. S wa s ti k Fr ui ts Pr oduc ts Ltd. S wa s ti k Tr a des & I ndus tr i e s P owe r m ec h (I ndi a ) Pv t. Ltd. Hi gh- P oi nt Re nde l (I ndia ) Ltd.
CHAIRMAN: H. P. Sarawgi DIRECTORS • Bishwa Nath Sarawgi • Binod Sarawgi • Bijay Sarawgi • Binay Sarawgi • Richa Sarawgi • Aditya Sarawgi
Promoters HANUMAN SARAWGI CHAIRMAN SWASTIK GROUP OF COMPANIES SWASTIK HOUSE, GANDHI CHOWK, UPPER BAZAR, RANCHI - 834001 JHARKHAND. Born at Ranchi in a respectable Jain (Agarwal) family. He had his education in Ranchi Zila School & St. Xavier's College, Ranchi. He played a significant and important role in organising and managing large number of Educational, Cultural, Social, Medical, Service, Sahitya, Art & Trade Organisations. for more.... The Telegraph , The Pioneer He has received many recognition, citations & Awards including SAMAJ RATNA, Hony. Degree of D.R.Lit. Presently Holding The Following : Life Trustee Marwari Siksha Trust Ratanlal Jain Charitable Trust Hanuman Sarwagi Charitable Trust
ORGANISATIONAL STRUCTURE An organizational structure is a mainly hierarchical concept of subordination of entities that collaborate and contribute to serve one common aim. Organizations are a variant of clustered entities. An organization can be structured in many different ways and styles, depending on their objectives and ambience.] The structure of an organization will determine the modes in which it operates and performs. Organizational structure allows the expressed allocation of responsibilities for different functions and processes to different entities such as the branch, department, workgroup and individual. Individuals in an organizational structure are normally hired under time-limited work contracts or work orders, or under permanent employment contracts or program orders ORGANISATION STRUCTURE OF COMPANY DIRECTOR
Personal Marketing Dept. Dept. Plant Logistic Manager Finance Dept. Dept.
Personal Marketing Manager Manager Asst. personal Development Engineer
Production Logistic Manager Maintenance officer
Staff A.D.M Account
Laboratory Staff Customer supervisor Store supervisor Executive
MANAGEMENT STYLE “There will always be a need for some selling. But the aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself. Ideally, marketing should result in a customer who is ready to buy. All that should be needed is to make the product or service available.” Peter Drucker Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value. Management styles are characteristic ways of making decisions and relating to subordinates. Different management styles can be employed dependent on the culture of the business, the nature of the task, the nature of the workforce and the personality and skills of the leaders. This idea was further developed by Robert Tannenbaum and Warren H. Schmidt (1958, 1973).who argued that the style of leadership is dependent upon the prevailing circumstance; therefore leaders should exercise a range of management styles and should deploy them as appropriate. Autocratic An Autocratic style means that the manager makes decisions unilaterally, and without much regard for subordinates. As a result, decisions will reflect the opinions and personality of the manager; this in turn can project an image of a confident, well managed business. On the other hand, subordinates may become overly dependent upon the leaders and more supervision may be needed. There are two types of autocratic leaders:
The Directive Autocrat makes decisions unilaterally and closely supervises subordinates;
The Permissive Autocrat makes decisions unilaterally, but gives subordinates latitude in carrying out their work
Centralisation, or centralization, is the process by which the activities of an organization, particularly those regarding planning decisionmaking, become concentrated within a particular location and/or group. In political science, this refers to the concentration of a government's power both geographically and politically, into a centralized government. In neuroscience, centralization refers to the evolutionary trend of the nervous system to be partitioned into a central nervous system and peripheral nervous system. In business studies centralisation and decentralization is about where decisions are taken in the chain of command. Centralized system, is one in which most communications are routed through one or more major central hubs. Such a system allows certain functions to be concentrated in the system's hubs, freeing up resources in the peripheral units. Another benefit of centralization is the ease of maintaining accurately updated lists of data that can be easily accessed from all points. Centralization's weaknesses are centered on the system's heavy reliance on a few central components; if the system's hubs are put out of operation, either accidentally or through hostile action, the system and its peripheral components are severely affected TURN OVER OF KOKAR DEPOT RANCHI Year 08-09 09-10 Turnover (in crore) 1.62 1.96
PRODUCT AND MARKET Product (business), an item that ideally satisfies a market's want or need. The noun product is defined as a "thing produced by labor or effort" or the "result of an act or a process", and stems from the verb produce, from the Latin prōdūce (re) '(to) lead or bring forth'. Since 1575, the word "product" has referred to anything produced. Since 1695, the word has referred to "thing or things produced". The economic or commercial meaning of product was first used by political economist Adam Smith. In marketing, a product is anything that can be offered to a market that might satisfy a want or need. In retailing, products are called merchandise. In manufacturing, products are purchased as raw materials and sold as finished goods. Commodities are usually raw materials such as metals and agricultural products, but a commodity can also be anything widely available in the open market. In project management, products are the formal definition of the project deliverables that make up or contribute to delivering the objectives of the project. In general, product may refer to a single item or unit, a group of equivalent products, a grouping of goods or services, or an industrial classification for the goods or services.
All the products of Parle Agro Pvt. Ltd. are manufactured under the most hygienic conditions. Great care is exercised in the selection & quality control of raw materials, packaging materials. Rigid quality standards are
ensured at every stage of the manufacturing process. Every batch of drink, packaged drinking water and confectioneries are thoroughly checked by quality experts using the most modern equipment. Our drinks are made available in Tetra Packs and Pet Bottles which retains the freshness of the drink for a long time. The special technology used in the packaging keeps the drink fresh for a longer period of time. Owing to all these reasons, our products have been awarded with ISO certification. Thus we are engaged in providing the new generation consumers with healthy and delicious drink to refresh.
Future product that launch the Swastik Fruits Product pvt. Ltd. Next year
PRODUCT MIX OF SWASTIK FRUIT PRODUCT PVT. LTD. The products manufactured by Swastik fruits product Pvt .Ltd are very limited in range as it is not independent to diversify its product when required. This is because it is a unit of Parle agro Pvt. Ltd. which supply the concentration for different brands of soft drinks. • Frooti • Bailley Packaged Water • Appy Fizz Apple juice The chief consumers are young masses. beside direct consumers, hoteliers, restaurant owners and various soft drinks peddlers also used them. Thus it can be said that these are the product of mass consumption. In Mumbai marketing company the head of sales & marketing department is in change of all the marketing activities i.e sales promotion, publicity, advertisement, market survey and shipping. Through his main function is to have a control of the out let distribution, sales manager is assisted by sales executives and sales supervisor.
Products are:Frooti Brand: Frooti Past Agency: TBWA, Everest, Percept and Grey have handled Frooti’s advertising earlier. Current agency: Since 2007, the creative duties of Frooti are being handled by Creativeland Asia. History of Frooti: Frooti, or Mango Frooti, as it is popularly called, is the largest-selling ready-to-consume mango drink in India. Launched in 1985, it is the flagship product of Parle Agro Pvt. Ltd. When it was launched, it took the country by storm as it was the only beverage sold in an innovative Tetra Pak packaging which was a new concept for Indian consumers. Ever since its launch, Frooti has acquired a large market share and continues to be the most popular mango drink even today. The tagline “Mango Frooti - Fresh and Juicy” has huge brand recall value for consumers and has helped the brand strengthen and consolidate its position as the market leader.
Frooti has been a trendsetter all through its 25 years of existence. From being the first fruit drink in a Tetra Pak, to being the first in a PET bottle, Frooti has innovated all along the way. Frooti as a brand has always tried to evolve with its ever evolving consumers to be relevant to them at all times. This is what really makes Frooti one of the most trusted brands and the most preferred mango drink of India. Current Positioning: Madhur Pandey, Marketing Manager, Parle Agro said, “Frooti is India's legendary and iconic mango drink. When Frooti was launched in 1985, it came in as a really contemporary and youthful mango drink. Frooti was the first brand to introduce fruit drinks in tetra packs to Indian consumers. It was cool to have a Frooti. Even the imagery in Frooti commercials was way ahead of anything else the Indian society was exposed to. In the nineties, our commercials revolved around the brand’s association with the king of fruits - Mango. Frooti commercials oozed fun and exuberance, while keeping the ‘Fresh & Juicy’ soul of Frooti intact. As Frooti entered its second decade of existence, we realized we had to change the perception that Frooti was meant just for kids. There was a need for new positioning. Our ads then were more about making Frooti more relevant to the youth. The Yo Frooti campaign, Digen Verma and the Bindass campaign were steps in that direction. At this time, we also started conveying more of tactical communication in our ads, such as the launch of our innovative triangular packs at Rs 2.50 (‘5 ka 2’ ad), launch of Frooti in a PET bottle, launch of Frooti in a new orange packaging. Lately, the mango drink segment in India has expanded with the entry of many players. Being the market leader in mango drinks, it is important that Frooti stands out while also retaining the brand association with mangoes. Keeping this in mind, we have evolved Frooti’s brand communication to a new level. Our ads are no longer meant to just create buzz, they are created keeping in mind a long term brand vision. Even the treatment of subject in the ads has also changed. Instead of a story narrated through songs and dance, our new ads are more about situations and showcasing how consumers connect with Frooti. Frooti’s most recent ad campaign with the ‘Why grow up’ theme, lays the foundation for a long-term strategy and vision for the brand. It not only highlights the brand make-over, it also stays true to Frooti’s core mango values.
What made Frooti ads so endearing? Pandey added, “We have never used a celebrity / brand ambassador for Frooti, yet our ads have always had tremendous mass appeal. What makes the Frooti ads so endearing is the fact that our ads have always been about mango lovers. Each ad speaks for Frooti’s brand heritage and stands for its long lasting relationship with Indian consumers. You would not find a single Frooti consumer who would not remember ‘Mango Frooti, Fresh n Juicy’. The line, popularized by the jingle in our ads is so memorable that you hum one part and someone else will complete the other.Mango lovers have always identified Frooti with mangoes. We have never had to enforce it. Over the years, Frooti has gone on to become India’s favorite mango drink.” “We approximately spend Rs 10 crore on advertising,” Pandey said.
Changes in tag line over the years ‘Mango Frooti, Fresh n Juicy’ has remained the base tagline since the brand launch. In between, the brand has used new taglines such as: ‘Frooti - Just like that’ ‘Fresh and juicy! What a beauty! Mango Frooti!’ ‘Juice up your Life’ Accepting that Frooti would perhaps always be identified as ‘Fresh and juicy’, Frooti packs currently incorporate the decades-old tagline, with a minor change, saying, “Fresh ‘N’ Juicy Mango”. Even the ad plays the jingle towards the end. But Frooti’s brand communication is based around the theme of ‘Why grow up’.
Agency’s take: Anu Joseph, Senior Creative Director, Creative land Asia said, “Frooti is a 25-year-old brand. Considering that advertising itself has evolved tremendously in this period, it is but natural for Frooti’s communication to have undergone change. Frooti was one of the first brands that moved to Creative land Asia. The first thing we did was to conduct a qualitative research using our knowledge and research teams to understand the position of the brand in the market and in the minds of the consumer.” We realized that Frooti was faced with a unique situation. While most people loved it as kids, when they grew up they felt Frooti was for the younger lot. What followed was a complete revamping exercise. An exercise that was mindful of the fact that it was an iconic brand that we were dealing with; and that ‘Mango Frooti, Fresh n Juicy’ has been one
of the most memorable jingles that this country has heard. In our pursuit of finding the acceptance of adults, we couldn’t alienate the child. In the summer of 2009, we launched the thought 'Why Grow Up' to turn the problem on its head, while keeping our loyalist kids well within our realm. Continuing with the same idea for the packaging and to connect better with the youth, we designed 'Mango Emoticons' or 'Mangoticons' and put them on the Frooti pack. Right now, there are packs with 21 different Mangoticons in the market. Everything that Creative land has been doing on the brand since then has been centered on 'Why Grow Up'. From the television commercial to on-ground and online activities to the little sticker that goes on to the packs, every piece of communication has delivered to strengthen the theme.” Frooti is a beverage of Parle Agro Pvt. Ltd., Mumbai manufactured at its franchise Swastik Fruits Product Pvt. Ltd., Tatisilwai, Ranchi. The beverage is prepared from mango, which is sweet in taste & yellow in color. A popular mango drink, that’s been around since 1985. And rated as India’s Most Trusted Fruit Beverage Brand*. It is the brand’s unique ability to change that has kept it true to its essence, “Fresh ‘n’ juicy.” From its launch as a tetra pack, through the PET, triangular shaped pack to the recently launched multiple mango icon packs reflect just that. The playful and naïve nature of the brand has helped it gain great acceptance with the young and the old, time and again. Little wonder that even after 24 yrs Frooti remains the most preferred mango drink, the world over. *according to ICMR,2009. STEPS INVOLVED IN FROOTI PREPARATION 1. Blowing of bottle. 2. CIP & Sterilization of plant. 3. Batch making. 4. Pasteurization of batch. 5. Rinsing, filling & capping. 6. Cooling and drying. 7. Inkjet coding and labeling.
8. Cartooning & storing
1. Blowing of bottle Preformed bottle for Frooti, comes Parle agro, production of bottles with the help of sidle blowing machine and compressed air, bottle formed at the rate of 1855 bottle/hr. Volume of bottle formed for Frooti production is of 200ml, 250, 300ml, 500ml, 1litre and 1.5ltr. 2. CIP & Sterilization of plant The literal meaning of CIP is clean in place. This process is carried out Regularly per day and after and before production, it also carried out even when a break in production occurs. The time taken in doing CIP varies from 4hrs to 6hrs.CIP done at each place/path from the beverage have to be stored or passed. The following system/tank where beverage passed should be clean by CIP are namely 1. CIP of blending tank, Ready beverage tank. 2. CIP of pasteurizer system. 3. CIP of chiller (in case of TCA), filler. CIP uses mainly caustic (NaOH) of strength 1.5%, for carrying out CIP, particular system should be connected with CIP. The motor of CIP maintain flow rate of 1800 liter/minute. Steps involved in CIP process Chiller is OFF in these steps • Pipe line flush with DM water. • Hot water (80 – 85˚ C) • Hot caustic soda (85˚ C) flows • DM water flush Using Phenolphthalein indicator for checking the caustic is cleaned or not. • Hot water flow regulate for 30 minuets. Chiller is ON in this step • DM Water flush Sterilization of plant is done for one hour with hot water at 85˚ C, Sterilization is done in CIP mode to prevent water entering in product line. Filling machine is always in rotation during sterilization. The Following Path of Product are Sterilized at Each Cycle –
• Product Line • Chiller • Filler • Pasteurization • Floor is sterilized by cleaning using Tipol detergent and hot water 4. Batch Making • Mango pulp preparation • Sugar syrup preparation • Beverage preparation 1. Mango Pulp Preparation Requirements – Mango Pulp, Bases, Product Water, Citric Acid. • Mango Used in beverage preparation is Totapari variety. • Mango pulp comes in a tin pack of 5 – 5.5 kg & in drum pack. • Pulp weight approx – 5.25 & 212 kg respectively in Tin & Drum pack. • This can be preserved for about 1 years.
Volume of 1 batch beverage is 1327 liter. It consist of 215 kg. Pulp & 230 liter sugar syrup depending upon the brix.
• Other ingredients in one batch is – 1. Product water 2. Citric acid depending upon acidity of beverage. 3. 1 bottle base A 4. 1 packet base C 5. 1 packet base D
Beverage has ¾ water and ¼ th other ingredients.
2. Sugar Syrup Preparation • Sugar syrup preparation tank has capacity of 4000 ltr. • Sugar syrup for 18 batches can be prepared at a time.
182 kg. Dry sugar is added for 1 batch. Water added ti it’s 60% of 182 kg for 1 batch. Water is 1st heated to 60˚C - 65˚C.Dry sugar is then added.
• Citric acid – 0.5%, Indi flow – 0.1%, and Activated carbon – 0.05% is added. • Steer mixing temperature of above mixture is maintained up to 85˚C. • From sugar syrup preparation tank syrup passes through filter press machine.
Buffer tank capacity 150 ltr contains 6 kg. Indi flow dissolved in 100 lit – 120 ltr water.
• Filter press machine contains 38 filter papers.
Indi flow of buffer tank when passes through the filter paper, forms a layer over the filter paper. After which when sugar syrup passes through the filter press machine, the activated carbon of the syrup forms a layer over indi flow of filter paper.
• This unit then filters sugar syrup and removes all dissolved impurities.
The filtered Sugar then passes through chiller which drops its temperature from 85˚C to 37˚C.
• This is then stored in sugar syrup storage tank.
• This sugar syrup should have the refract meter reading ranging between 55 - 60˚ brix. The quantity of sugar syrup (in ltr.) added in Frooti preparation depends upon the brix of the sugar syrup which is as follows – Sugar Solution Brix Volume Used (L/Batch)
50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67 68 69 70 289 282 276 269 263 257 252 246 241 235 230 226 221 217 212 208 204 200 196 192 189
3. Beverage Preparation • Mango pulp along with sugar syrup is taken into beverage blending tank capacity 4000 liters fitted with aerators having 1440 rpm.
3 batches are prepared at a time. Therefore total pulp required is 645 kg. Obtained from 123 tin canes. Total syrup required is 690 litres.
• Accordingly other ingredients are added called NABB (Non Alcoholic Beverage Base).
This mixture should have refract meter reading 15 ± 0.2˚ brix.
• This is then homogenized through homogenizer.180 bar (2500 psi) pressure is maintained in homogenizer.
• Homogenizer breaks the fibers and mixes all the ingredients in beverage to the size of microns.
This homogenized mixture is transferred to ready beverage TCA tank. In case of Hot Fill, the blending tank mixture is added with 3 packet of hot fill base and then homogenized. This is kept in ready beverage hot fill tank.
• Acidity of final beverage is maintained to 0.32 with help of citric acid.
4. Pasteurization of batch Pasteurizer is basically a PHE with a holding coil. Holding coil holds the beverage for 45 sec at 95˚C, the flow rate is 1800 ltr/hr – 3000 ltr/hr of beverage is controlled by a flow meter. Three basic requirements for running the pasteurizer are – Air – 6 kg/cm². Water – 1.5 bar. Steam – 4kg/cm². Two separate pasteurizer are employed for hot filling and cold filling. PHE of hot fill pasteurizer has 4 sections namely – • Preheating section • Main heating section • Regeneration Section • Cooling Section PHE of cold fill i.e. for TCA has one more section i.e. Chilling Section Ready beverage tank
Balance Tank PHE (Preheating Section) Deaerator PHE (Main Heating Section) Holding Coils (45 Second) PHE (Regeneration Section) PHE (Cooling Section 72˚C ) Chilling Section (26˚C) Hot fill filler
TCA Filler Heating temperature is 95˚C.Filling temperature for cold filling is 27˚C and hot filling is 72±2˚C. 5. Rinsing, Filling, & Capping (Filler) Filling is done in counter pressure filter. Empty bottles are rinsed prior to filling with 0.02% p-3 oxania solution. Capping is done by applying torque by machine. Filling of beverage done in two different types of filler – (a) Hot fill filler : After pasteurization temperature of beverage should be maintained about 70˚ to 74˚ C before filling. Therefore it’s a hot filling process. Hot fill is done mainly to prevent beverage from contamination.
(b) TCA (Tetra Classic Ascetic) Filler : Paper used in TCA pack is
obtained from TetraPaks company. This pack consist of 6 layers which has laminated aluminum foil. Packaging sheet is first sterilized by H2O2 and filling is done in presence of hot sterilized air. Filling temperature of beverage is 20 - 25˚C.Therefore beverage is chilled to this temperature after pasteurization. Capacity of TCA pack is 65 ml and two type of sealing is done in TCA pack which is longitudinal and transversal sealing. Production capacity of TCA pack is 13,200 packets/hour. The tetra pack is mainly composed of six layers these are –
1. Polythene layer
2. Adhesive layer 3. Alfold layer 4. Printing layer 5. Adhesive layer 6. Printing layer Test for Tetra Pack Packing : • Transversal Test • Longitudinal strip Test • Conductivity Test 6. Cooling and Drying After beverage filling in hot fill filler the packed bottle is passed through cooling tunnel which drops its temperature to about 37˚C.This is done so as to prevent bottles from getting deshaped due to heated brewage. After cooling, the bottles have a lot of water droplet on its surface. Removal of this droplet is necessary for proper labeling and coding .Drying is achieved by use of high velocity air, supplied by blower and air knives. 7. Inkjet coding and labeling Inkjet coding is done by special type of ink. The format is as given below – Best Before (BB) dd/mm/yy Manufacturing (Mfg) dd/mm/yy M.R.P. Rs XX/Product Code A/B The plastic labels come from the paper product limited, get shrink in warm chamber due to high temperature 215˚C. Good and clear impression of coding and wrinkle free labeling is acceptable. 8. Cartooning & Storing As there is production of Appy Fizz occurs in three volume. For each volume there is different carton available. For e.g – Bottle Volume Carton Capacity 200 ml 24 pc 500 ml 24 pc 1000 ml 12 pc 1500 ml 08 pc
Tetra pack(65 ml)
Appy Fizz is the product beverage of Parle agro pvt. Ltd, Mumbai, manufactured at its franchise Swastik Fruits Product Private Limited, Tatisilwai. It is yellowish brown carbonated beverage with a flavor of ripe juicy apple.
c. Bailley packaged water Bailley Packaged Water is the product beverage of Parle agro Pvt.Ltd, Mumbai manufactured at its franchise Swastik Fruits Product Private Limited, Tatisilwai. It is UV treated and ozonised.
Various Products line A product line is "a group of products that are closely related, either because they function in a similar manner, are sold to the same customer groups, are marketed through the same types of outlets, or fall within given price ranges." Many businesses offer a range of product lines which may be unique to a single organization or may be common across the
business's industry. So the product line of the Swastik fruits product pvt. Ltd. Is PRODUCT LINE OF FROOTI AND ITS DETAIL FROOTI BOTTLE/CASE COST PER MRP/CS PC. TCA 80 PCS 212.00 2.65 240.00 TCA JAR 24 PCS 60.00 2.50 60.00 200ML 24 PCS 216.00 9.00 240.00 500ML 24 PCS 540.00 22.50 600.00 1000ML 12 PCS 486.00 40.50 540.00 1500ML 08 PCS 432.00 54.00 480.00 MRP/PC 3.00 3.00 10.00 25.00 45.00 60.00
Fig.- Product line of Frooti
Product line of Frooti
Frooti 65 ml TCA
Frooti Pet 200 ml
Frooti 500 ml
Frooti Pet 1000 ml
Frooti 1500 ml
PRODUCT LINE OF APPY FIZZ AND ITS DETAIL – APPYFIZZ BOTTLE/CASE COST 300ML 500ML 1000ML 24 PCS 15 PCS 12 PCS 432.00 378.00 518.00 PER PC. 18.00 24.33 43.16 MRP/CS 480.00 420.00 576.00 MRP/PC 20.00 28.00 48.00
Appy Fizz 300ml
Appy Fizz 500ml
Appy Fizz 1000 ml
Fig.- Product line of Appy fizz
MARKETING ACTIVITIES Market Opportunities Today there is a growing health and wellness consciousness among consumers and an increasing importance given to fitness and healthy lifestyle choices. Changing work and lifestyle habits leave less time for home cooking and therefore spur demand for convenience and ‘complete
nutrition’ from meal replacements. There is a greater inclination to ‘selfcare’ rather than ‘medicate’, a greater awareness of the ‘functional’ benefits of health beverages and a greater willingness to pay a premium for such beverages. The Rs 500 crore non-carbonated beverage market in the country is composed of fruit drinks, nectar and juices. While the fruit drink segment is estimated at Rs 250-300 crore (branded and packaged), 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 Parle's Frooti, Godrej's Jumpin, Coca Cola's Maaza, Pepsi's Tropicana, and Dabur's Real, Nastle's Milo, Soy milk from ProSoya and branded fruit juices from Surya Foods among others. INTRODUCTION The soft drink being a FMCG has a wider and scattered market. thus to enable concentrated effort of marketing activities in different scattered market, for effectively setting the entire market is broken into the following segments.
ROUTE MARKET: outlets in this market cater to those people who are engaged in shopping,eating,outgoing to and from work, in amusement centers etc. HOME MARKET: outlets in this market cater to people buying predominantly for home consumption, either by case or loose bottles. AT WORK MARKET: outlets in this market people working in office, factories etc. an attempt is also made to make soft drinks readily and conveniently available all day long while people are actively working.
2. PROMONTIONAL ACTIVITIES Sales promotion is key ingredient in marketing campaigns, consists of a diverse collection of incentive tools. Mostly short-term design to stimulate quicker and greater purchase of particular products or services by consumers. To generate more sales as well as create and maintain its products Swastik fruit products Pvt Ltd carried out several promotional activities and vital role in marketing.
Swastik Fruits Product Pvt. Ltd. carried out its promotional as a control and integrated programmed of communication and material design to present its product to the prospective customers. It also helps in communicating the needs satisfying qualities of soft drinks to facilitate the sales and eventually to contribute towards the profit in long range. Several tools used by Swastik Fruit Products Pvt. Ltd for fulfilling the various purpose of its market development had been performed by us. MARKETING STRATEGY Strategic market is the process of communicating and sharing data between different department of an organization to collectively formulate future strategies and implement them with maximum efficiency. Strategic regarding which markets to serve and with what products; which brands to extend and at what intervals are developed. The strategic planning process helps organization view their future goals clearly. Strategic marketing planning involves planning the brand strategy, the product strategy, the sales promotion strategy, and the advertising strategy. Before developing any strategy, a firm to first to first develops a corporate mission statement which explains the business of the organization, and its customers. Established brands would need quite some time to penetrate the vast and scattered market. This activity can be started in towns and small cities on a small scale so that products become price competitive. During winter, the demand would go down but otherwise, rest of the 8-9 months would witness steady demand.
MARKET SIZE, GROWTH AND DEMAND The total fruit beverage market is placed at Rs. 22 billion with the fruit based beverage market constituting 25% of the overall market. Thus the fruit based market has currently a potential of Rs. 5.5-6 billion. Until 3 year ago, the market which largely consisted of fruit drinks was growing at 30% due to its low base. But with the launch of new products in the niche segments like nectars and juices, the fruit drink market growth reduced to 10% as compared to 30% growth rate of juices and nectars. The pure fruit juices segment is estimated at 100 corers and is growing at 40% growth rate while the synthetic segment is at 10% only. The per capita consumption of juice in India is estimated at 200 ml, which is expected to rise given china has attained a consumption level of 1500ml.
As per the study by Mckinsey and CO and CII, the market size of all fruit beverages is projected to grow very fast to Rs 20 billion level by the year 2000 from Rs 3.5 billion level currently. This figure is not inclusive of exports. The worth of tetra –pack market is currently estimated to be around Rs 400 crore , which is 10 % of the total soft drink market. At present, the tetra-pack market is growing at a rate of 10% - 12%, and in the near future companies like PepsiCo Inc. (Tropicana) are expecting a growth rate of 40%. But Godrej foods are skeptical of the growth rates and estimate it to be at 15% due to onslaught of carbonated soft drinks. Demand and Supply Many established brands as stated above have created awareness amongst the consumers and many of them have started switching over to fruit juice based beverages from the aerated beverages. Large companies and brands are popular in urban areas. In- home packs do not witness any seasonality in the market and their distribution patterns remain normal throughout the year. Out of home packs like 200 ml face a lot of peaks trough and there is a lot of seasonality, which has to be looked after to manage demand and shoot profits. Table : Demands Past & Future Year 1995-96 1996-97 1997-98 1998-99 1999-00 2000-01 2001-02 2002-03 2008-09 ‘000MT 262.0 298.2 340.0 390.9 447.6 510.3 579.2 657.5 1143.7
From the above table, the growth in market can be seen as increasing constantly from 7 to 16% in 1999-2000. In the next six to seven years, the market is poised to grow at 20% approximately. The fruit beverage market in the Indian continent is segmented zone-wise as follows: Table 2: Zone wise Shares Segment Share(%) North India East India West Indies South India 25 20 31 24
Thus the fruit beverage market has more acceptances in Northern and Western India, which is due to the climatic condition prevailing there relative to the rest of the country. Table 3: Market Growth Rate 1990-91 – 1996-97 1996-97 – 2001-02 2002-2009-10 SWOT ANALYSIS SWOT analysis is a strategic planning method used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in a business venture. It involves specifying the objective of the business venture or project and identifying the internal and external 13.8% 14.2% 14.%5
factors that are favorable and unfavorable to achieve that objective. The technique is credited to Albert Humphrey, who led a convention at Stanford University in the 1960s and 1970s using data from Fortune 500 companies. A SWOT analysis must first start with defining a desired end state or objective. A SWOT analysis may be incorporated into the strategic planning model. Strategic Planning, has been the subject of much research.
• • • •
Strengths: attributes of the person or company that is helpful to achieving the objective(s). Weaknesses: attributes of the person or company that is harmful to achieving the objective(s). Opportunities: external conditions that is helpful to achieving the objective(s). Threats: external conditions which could do damage to the objective(s).
Planning for an enterprise is entirely based upon Strength, Weakness, Opportunity, Threat (SWOT).The SWOT is an excellent technique for strategic planning. Howard business school has been by planner all over the world first develops the technique. Such analysis helps to promote deep thinking and creative solution by highlighting the root cause of problems. SWOT analysis enable the company to choose define its wanted future. Under SWOT analysis, Strength is any characteristic or its sub system. Which afford its distinct competitive advantage. Strength of an organization originates from its intrinsic capabilities and environment condition. Weakness arises from adverse internal and external factor. Opportunities for a firm imply the area of profitable investment these are created by growth of a country and industry. Threats results from new competition, substitute product, etc. The Opportunity and Threats comes under external analysis and which is done through the ETOP analysis. Whereas Strength and Weakness comes under internal analysis and which is done through the SAP. Strength, Weakness, Opportunity, Threat analysis is known as SWOT, TOWS OR WOTS-UP analysis. SWOT analysis is the technique the actual effect of the project handed company by should be measured.
DIAGRAMETIC REPRESENTATION OF SWOT ANALYSIS SWOT ANALYSIS
INTERNAL ANALYSIS ANALYSIS
SWOT Analysis of SWASTIK Pvt. Ltd.
STRENGTH: Good quality Good distribution channel High availability Suitable for all users After sales services
WEAKNESS: High price Lack of promotional scheme
OPPERTUNITIES: Industrial growth
THREATS: Emergence of competition Promotional schemes by the competitors Threats from local assemblers
COMPETITORS OF FROOTI
Type Manufacturer Country of origin Introduced Variants Related products
Fruit juice The Coca-Cola Company India 1976 Maaza Orange, Maaza Pineapple Slice, Frooti
Maaza is a Coca-Cola fruit drink brand marketed in India and Bangladesh, the most popular drink being the mango variety,so much that over the years, the Maaza brand has become synonymous with Mango. Initially Coca-Cola had also launched Maaza in orange and pineapple variants, but these variants were subsequently dropped. Coca-Cola has recently re-launched these variants again in the Indian market. Mango drinks currently account for 90% of the fruit juice market in India. Maaza currently dominates the fruit drink category and competes with Pepsi's Slice brand of mango drink and Frooti, manufactured by Parle Agro. While Frooti was sold in small cartons, Maaza and Slice were initially sold in returnable bottles. However, all brands are also now available in small cartons and large PET bottles. Of late, the Indian market is witnessing the entry of a large number of small manufacturers producing only mango fruit drink. Maaza has a distinct pulpy taste as compared to Frooti and tastes slightly sweeter than Slice. Maaza claims to contain mango pulp of the Alphonso variety, which is known as the "King of Mangoes" in India.
Maaza was launched in 1976 in India. The Union Beverages Factory, based in the United Arab Emirates, began selling Maaza as a franchisee in the Middle East and Africa in 1976. By 1995, it had acquired rights to the Maaza brand in these countries through Maaza International Co LLC Dubai. In India , Maaza was acquired by Coca-Cola India in 1993 from Parle-Bisleri along with other brands such as Limca, Citra, Thums Up and Gold Spot. As for North America, Maaza was acquired by House of Spices in 2005.
Slice - Pure Mango Pleasure
Brand History Slice was launched in India in 1993 as a refreshing mango drink and quickly went on to become a leading player in the category. In 2008, Slice was relaunched with a 'winning' product formulation which made the consumers fall in love with its taste. With refreshed pack graphics and clutter breaking advertising, Slice has driven strong appeal within the category. Brand Advantage With the launch of “Aamsutra” campaign in 2008 along with a winning taste & most appealing pack graphics, Slice created disruptive excitement in the category and celebrated mango indulgence like no other. While other players have portrayed mango as a simple and innocent fruit, Slice celebrates the indulgence and sensuality of consuming a Mango. The creative idea “Aamsutra” communicates the art of experiencing pure mango pleasure through the taste of Slice. As a first ever by any brand in the Juice and Juice Drinks Category, Bollywood’s reigning Diva, Katrina Kaif was signed on as the Brand Ambassador on Slice. Slice took INDULGENCE to a new level in 2009 with the launch of the ‘Slice Pure Pleasure Holidays’, giving its consumers a chance to win luxuriant all-expense-paid holidays to their dream European destinations like Paris, Vienna, Greece and Venice.
Tropicana was founded in Bradenton, Florida, USA, in 1947. And is now enjoyed almost everywhere in the world. Carefully nurtured for over 50 years, it has matured into one of the most respected beverage brands. Today it is the World's no. 1 juice brand and is available in 63 countries. Since 1998, it has been owned by PepsiCo, Inc. Tropicana Premium Gold was re-launched as Tropicana 100% in year 2008.
It continues to select the best in fruit to craft high-quality juices, create original products, pioneer innovative processes and explore new markets for its products. It is devoted towards a healthful lifestyle by ensuring that the products are naturally nutritious and provide the daily benefits that one needs. Categories in India, Tropicana comes in 2 varieties: 100% Juices (sold as Tropicana 100%) and Juice beverages & nectars (sold as Tropicana).
DABUR REAL FRUIT JUICE
Real has been the preferred choice of consumers when it comes to packaged fruit juices, which is what makes India's No. 1 Fruit Juice brand. A validation of this success is that Réal has been awarded ‘India’s Most Trusted Brand’ status for four years in a row. Today, Réal has a range of 14 exciting variants - from the exotic Indian Mango, Mausambi, Guava & Litchi to international favourites like Pomegranate, Tomato, Cranberry, Peach, Blackcurrant & Grape and the basic Orange, Pineapple, Apple & Mixed Fruit. This large range helps cater different needs and occasions and has helped Réal maintain its dominant market share. A research conducted by Blackstone Market Facts even pointed out that Réal was preferred by over 50% of the respondents. What’s more, Réal was liked for being the better tasting juice - a category where likeability is primarily driven by taste. Made from best quality fruits, Réal does not have artificial flavours and preservatives, and offer your kids not just great taste, but also FRUIT POWER - the power of fruits… the power to stay ahead. Loaded with the power of Vitamin C, Réal fruit juices have all the necessary nutrients that keep you active all day long. Réal is endorsed by PFNDAI The nutritional contents of Réal Fruit Juices & Nectars are endorsed by PFNDAI -- Protein Foods & Nutrition development Association of India. Protein Foods Association has been in existence for about forty years. It has gained credibility in health and food professionals such as physicians, nutritionists, dieticians, food scientists and technologists, etc. as an unbiased body, almost of the stature of an NGO. Even government officials have high regards for the association. So when the association lends its logo to any product, the product is accepted by them to deliver the nutritional contents as claimed by the manufacturer.
GODREJ JUMPIN MANGO JUICE
The foods division of Godrej Industries produces and markets edible oils, vanaspati, fruit drinks, fruit nectar and bakery fats. The division has two state-of-the-art manufacturing facilities: at Wadala in Mumbai, the capital of the western Indian state of Maharashtra; and at Mandideep near Bhopal in the northern Indian state of Madhya Pradesh. It has a national distribution network consisting of 800 distributors and 24 consignment agents. The plants are equipped with the best of modern equipment for the processing and packaging of a wide variety of food products. These include: The 'Jumpin' range of fruit drinks, which come in flavors such as mango, apple, pineapple and orange. The 'Xs' range of fruit nectar (mango, litchi, sweet orange and pineapple flavors). Tomato Puree (under the Godrej brand). Fruit pulps and juices in bulk aseptic packaging. Godrej Industries, in keeping with the philosophy of the Godrej Group, believes that quality is the product of a combination of man and machine. The foods division has people of outstanding caliber to go with the modern technologies it uses. The result: the ability to deliver outstanding products.
TYPE OF RESEARCH: Descriptive Research TYPE OF DATA COLLECTED: Primary Data PRIMARY DATA COLLECTION METHOD: Field Survey UNIVERSE OF THE STUDY: The group of the area in which the study has to be done. Here the universe that I have takes for my field survey in the Ranchi city. SAMPLE: It is group of people selected from the universe for the study. SAMPLE SIZE: 200 Retailers in Ranchi city. SAMPLE UNIT: Retailers SAMPLING METHOD: Convenience Sampling Method STATISTICAL TOOLS USED FOR ANALYSIS: Table, Charts, Graphs and pie- charts.
RESEARCH The word research derives from the French recherche, from rechercher, to search closely where "chercher" means "to search". Research can be defined as the search for knowledge or any systematic investigation to establish facts. The primary purpose for applied research is discovering, interpreting, and the development of methods and systems for the advancement of human knowledge on a wide variety of scientific matters of our world and the universe. Qualitative research: Qualitative research is a method of inquiry appropriated in many different academic disciplines, traditionally in the social sciences, but also in market research and further contexts. Qualitative researchers aim to gather an in-depth understanding of human behavior and the reasons that govern such behavior. The qualitative method investigates the why and how of decision making, not just what, where, when. Hence, smaller but focused samples are more often needed, rather than large samples. Qualitative methods produce information only on the particular cases studied, and any more general conclusions are only hypotheses (informative guesses). Quantitative methods can be used to verify, which of such hypotheses are true. Quantitative research: Quantitative research is used widely in social sciences such as sociology, anthropology, and political science. Research in mathematical sciences such as physics is also 'quantitative' by definition, though this use of the term differs in context. In the social sciences, the term relates to empirical methods, originating in both philosophical positivism and the history of statistics, which contrast qualitative research methods. Qualitative methods produce information only on the particular cases studied, and any more general
conclusions are only hypotheses. Quantitative methods can be used to verify, which of such hypotheses are true. Quantitative research is generally made using scientific methods, which can include: • The generation of models, theories and hypotheses • The development of instruments and methods for measurement
Experimental control and manipulation of variables
• Collection of empirical data • Modeling and analysis of data • Evaluation of results
Quantitative methods are research techniques that are used to gather quantitative data - information dealing with numbers and anything that is measurable. Statistics, tables and graphs, are often used to present the results of these methods. They are therefore to be distinguished from qualitative methods. Research can also fall into two distinct types: Primary research: Primary research (also called field research) involves the collection of data that does not already exist. This can be through numerous forms, including questionnaires and telephone interviews amongst others. This information may be collected in things like questionnaires and interviews. The term is widely used in market research and competitive intelligence.
May be very expensive because many people need to be By the time the research is complete it may be out of date.
People may have to be employed or avoid their primary duties for People may not reply if emails or letters are used.
the duration of the research.
Secondary research: Secondary research (also known as desk research) involves the summary, collation and/or synthesis of existing research rather than primary research, where data is collected from, for example, research subjects or experiments. The term is widely used in market research and in medical research. The principal methodology in medical secondary research is the systematic review, commonly using metaanalytic statistical techniques, although other methods of synthesis, like realist reviews and meta-narrative reviews, have been developed in recent years. Secondary research can come from either internal or external sources. In social sciences and later in other disciplines, the following two research methods can be applied, depending on the properties of the subject matter and on the objective of the research.
Types of Research method Descriptive Research: Descriptive data research, and also known about
as statistical research,
the population or phenomenon being studied. Descriptive research answers the questions who, what, where, when and how. Although the data description is factual, accurate and systematic, the research cannot describe what caused a situation. Thus, descriptive research cannot be used to create a causal relationship, where one variable affects another. In
other words, descriptive research can be said to have a low requirement for internal validity. The description is used for frequencies, averages and other statistical calculations. Often the best approach, prior to writing descriptive research, is to conduct a survey investigation. Qualitative research often has the aim of description and researchers may follow-up with examinations of why the observations exist and what the implications of the findings are. In short descriptive research deals with everything that can be counted and studied. But there are always restrictions to that. Your research must have an impact to the lives of the people around you. For example, finding the most frequent disease that affects the children of a town. The reader of the research will know what to do to prevent that disease thus; more people will live a healthy life.
TYPE OF DATA COLLECTED: Primary data are collected by the investigator through field survey. Such data are in raw form and must be refined before use. Collection of data is the first basic step towards the statistical analysis of any problem. The collected data are suitably transformed and analyzed to draw conclusions about the population.
PRIMARY DATA COLLECTION METHOD: In primary data collection, collect the data yourself using methods such as interviews and questionnaires. The key point here is that the data you collect is unique to our research and, until we publish, no one else has access to it. There are many methods of collecting primary data and the main methods include:
• • • • • • • •
questionnaires interviews focus group interviews observation case-studies diaries critical incidents Portfolios.
The primary data, which is generated by the above methods, may be qualitative in nature (usually in the form of words) or quantitative (usually in the form of numbers or where you can make counts of words used). We briefly outline these methods but you should also read around the various methods. A list of suggested research methodology texts is
given in your Module Study Guide but many texts on social or educational research may also be useful and you can find them in your library. Questionnaires Questionnaires are a popular means of collecting data, but are difficult to design and often require many rewrites before an acceptable questionnaire is produced. Advantages:
Can be used as a method in its own right or as a basis for interviewing or a telephone survey.
• • • • • • • • •
Can be posted, e-mailed or faxed. Can cover a large number of people or organisations. Wide geographic coverage. Relatively cheap. No prior arrangements are needed. Avoids embarrassment on the part of the respondent. Respondent can consider responses. Possible anonymity of respondent. No interviewer bias.
• • • • • • • • • • • •
Design problems. Questions have to be relatively simple. Historically low response rate (although inducements may help). Time delay whilst waiting for responses to be returned. Require a return deadline. Several reminders may be required. Assumes no literacy problems. No control over who completes it. Not possible to give assistance if required. Problems with incomplete questionnaires. Replies not spontaneous and independent of each other. Respondent can read all questions beforehand and then decide whether to complete or not. For example, perhaps because it is too long, too complex, uninteresting, or too personal.
UNIVERSE OF THE STUDY: The group of the area in which the study has to be done. Here the universe that I have takes for my field survey in the Ranchi city.
SAMPLING METHOD Convenience Sampling Method: Convenience sampling (sometimes known as grab or opportunity sampling) is a type of no probability sampling which involves the sample being drawn from that part of the population which is close to hand. That is, a sample population selected because it is readily available and convenient. The researcher using such a sample cannot scientifically make generalizations about the total population from this sample because it would not be representative enough. For example, if the interviewer was to conduct such a survey at a shopping center early in the morning on a given day, the people that he/she could interview would be limited to those given there at that given time, which would not represent the views of other members of society in such an area, if the survey was to be conducted at different times of day and several times per week. This type of sampling is most useful for pilot testing. Several important considerations for researchers using convenience samples include:
• Are there controls within the research design or experiment which can serve to lessen the impact of a non-random, convenience sample whereby ensuring the results will be more representative of the population? • Is there good reason to believe that a particular convenience sample would or should respond or behave differently than a random sample from the same population? • Is the question being asked by the research one that can adequately be answered using a convenience sample?
STATISTICAL TOOLS USED FOR ANALYSIS Charts: The term "chart" as a visual representation of data has multiple meanings.
A data chart is a type of diagram or graph that organizes and represents a set of numerical or qualitative data. Maps that are adorned with extra information for some specific purpose are often known as charts, such as a nautical chart or aeronautical chart. Other domain specific constructs are sometimes called charts, such as the chord chart in music notation or a record chart for album popularity.
Charts are often used to ease understanding of large quantities of data and the relationships between parts of the data. Charts can usually be read more quickly than the raw data that they are produced from. They are used in a wide variety of fields, and can be created by hand (often on graph paper) or by computer using a charting application. Certain types of charts are more useful for presenting a given data set than others. For example, data that presents percentages in different groups are often displayed in a pie chart, but may be more easily understood when presented in a horizontal bar chart. On the other hand, data that represents numbers that change over a period of time might be best shown as a line chart. Graphs: Graphs are represented graphically by drawing a dot for every vertex, and drawing an arc between two vertices if they are connected by
an edge. If the graph is directed, the direction is indicated by drawing an arrow. Pie- charts: A pie chart (or a circle graph) is circular chart divided into sectors, illustrating percents. In a pie chart, the arc length of each sector (and consequently its central angle and area), is proportional to the quantity it represents. Together, the sectors create a full disk. It is named for its resemblance to a pie which has been sliced. The earliest known pie chart is generally credited to William Playfair's Statistical Breviary of 1801. The pie chart is perhaps the most ubiquitous statistical chart in the business world and the mass media. It can also help people do work. However, it has been criticized, and some recommend avoiding it , pointing out in particular that it is difficult to compare different sections of a given pie chart, or to compare data across different pie charts. Pie charts can be an effective way of displaying information in some cases, in particular if the intent is to compare the size of a slice with the whole pie, rather than comparing the slices among them. Pie charts work particularly well when the slices represent 25 to 50% of the data, but in general, other plots such as the bar chart or the dot plot, or non-graphical methods such as tables, may be more adapted for representing certain information.
ANALYSIS AND INTERPRETATION
QUESTIONAIRE ANALYSIS Q. no. 1 Type of outlet. Option Class A outlet Class B outlet (General Store) Class C outlet (Pan Shop) Class D outlet (Canteen) Modern Trade outlet(Mall)
4 0 3 5 3 0 2 5 2 0 1 5 1 0 5 0 percentag e clas A s C sB las clas C s C sD las Modern trade
No. of respondent 80 50 46 10 14
Percentage 40 25 23 05 07
InterpretationFrooti and other soft drinks are mostly sale in the general store so we can say that the better place for improving sale is the general store and after that other place is the pan shop.
Q. no. 2 Which brand of soft drink you deal in. Option Frooti Maaza Slice Jump in Dabur Real Others No. of respondent 175 150 90 70 60 45 Percentage 87.5 75 45 35 30 22.5
InterpretationIn the outlet the mostly soft drink are available and Frooti and Maaza are the more frequent soft drink which is found and other soft drinks are available i.e. Slice, Jump in, Dabur real.
Q. no. 3 Which brand is the nearest competitor of frooti brand in your opinion? Option Dabur Real Maaza Slice Jump in Others No. of respondent 13 84 75 25 03 Percentage 6.5 42 37.5 12.5 1.5
InterpretationAccording to the retailer the nearest competitor of Frooti is the Maaza and Slice. Other soft drink are the Jump in and other local fruits juice.
Q. no. 4 Which company have better distribution network.
Option Frooti Maaza Slice Jump in Dabur Real Others
No. of respondent 60 54 40 16 20 10
Percentage 30 27 20 08 10 05
InterpretationThe distribution network of the Frooti brand is good as regards to their near competitors like Maaza and Slice. According to the retailer point of view because the manufacturing unit of Frooti is found in this state.
Q. no. 5 Which is most preferred size of the bottle by customer?
Option 200ml 300ml 500ml 1000ml 1500ml
No. of respondent 195 120 190 60 70
Percentage 97.5 60 95 30 35
InterpretationAccording to the given data it shows that the maximum selling of the bottle and TCA pack is in 200ml, 500ml, and 1000ml. So the best preferred size is 200ml and 500ml.
Q. no. 6 Do the customer know the difference between branded and non branded soft drink?
Option Yes No
No. of respondent 170 30
Percentage 85 15
InterpretationIn the market the maximum customer know about the branded soft drink so this is advantage for the soft drink brand in the market.
Q. no. 7 Major age group of customers who buy soft drinks? Option 5-15 No. of respondent 42 Percentage 21
15-25 25-35 35-45 45 above
58 48 32 20
29 24 16 10
InterpretationIn the market the most customer age segment is the 15 to 35. They are the prominent to visit the retail shop and purchase the soft drink. So the brand need to focus on this segment of customers.
Q. no. 8 What do you feel about the price of soft drinks Option Very high High No. of respondent 24 70 Percentage 12 35
Medium Low Reasonable
36 19 51
18 9.5 25.5
InterpretationAccording to the mostly retailer opinion the price of soft drink is high so the branded company need to change the price of the soft drink that helps to increase the sales.
Q. no. 9 Do you feel a price reduction will increase the sales of branded soft drinks? Option Yes No No. of respondent 145 55 Percentage 72.5 27.5
InterpretationIf the price of the soft drinks will reduced then the sales will be increase as per the given data.
Q. no. 10 Which medium affect the sales most? Option Television Magazine/Newspapers Display No. of respondent 75 40 30 Percentage 37.5 20 15
InterpretationIn the given data explain that the advertising media is the most prominent than other media so we can say that for improving sale of fruit soft drink should be use this media and that will affect the sale in the market.
Q. no. 11 Do you think that aggressive advertisement further increase the sales volume of frooti? Option Yes No No reply No. of respondent 120 45 35 Percentage 60 22.5 17.5
InterpretationAggressive advertisement is the beneficial promotional activities for the sale promotion. Maximum retailers are agreeing from the aggressive advertisement.
Q. no. 12 What kind of promotional activities affect sales mostly? Option Free bottle scheme Prize Discount creates Others No. of respondent 86 45 55 14 Percentage 43 22.5 27.5 07
InterpretationAccording to response the sale promotion is increase if the brands provide free bottle scheme in the case and also favor in the discount should provide to purchase of product.
Q. no. 13 What are your suggestion to improve the sale? Option New scheme Advertisement Regular supply Credit facilities Refrigeration system No. of respondent 180 60 120 90 130 Percentage 90 30 60 45 65
InterpretationAccording to retailer perception time to time new scheme should be provide and regular supply is necessary in the market that improve the sale. Company should also provide the refrigerator for the own product refrigeration.
Q. no. 14 Which company’s provide you a refrigerator? Option Frooty Maaza Slice Not anyone No. of respondent 55 75 50 20 Percentage 27.5 37.5 25 10
InterpretationIn the market the Maaza brand is the no. one position in providing the freeze to the retail shop and Frooti is the no. two position so Frooti need to improve in providing the freeze to outlet with better service.
Q. no. 15 Are you satisfied with refrigerator by company in your outlet? Option Yes No No reply No. of respondent 115 45 40 Percentage 57.5 22.5 20
InterpretationMostly retailers are satisfied with company provided freeze.
1. Frooti and other soft drinks are mostly sale in the general store so we can say that the better place for improving sale is the general store and after that other place is the pan shop.
2. In the outlet the mostly soft drink are available and Frooti and Maaza are the more frequent soft drink which is found and other soft drinks are available i.e. Slice, Jump in, Dabur real. 3. According to the retailer the nearest competitor of Frooti is the Maaza and Slice. 4. Other soft drink are the Jump in and other local fruits juice. 5. The distribution network of the Frooti brand is good as regards to their near competitors like Maaza and Slice. According to the retailer point of view because the manufacturing unit of Frooti is found in this state.
6. The maximum selling of the bottle and TCA pack is in 200ml,
500ml, and 1000ml. So the best preferred size is 200ml and 500ml. 7. In the market the maximum customer know about the branded soft drink so this is advantage for the soft drink brand in the market. 8. In the market the most customer age segment is the 15 to 35. They are the prominent to visit the retail shop and purchase the soft drink. So the brand need to focus on this segment of customers. 9. According to the mostly retailer opinion the price of soft drink is high so the 10.Branded company need to change the price of the soft drink that helps to increase the sales. 11.If the price of the soft drinks will reduced then the sales will be increase as per the given data.
12. The advertising media is the most prominent than other media so
we can say that for improving sale of fruit soft drink should be use this media and that will affect the sale in the market. 13.Aggressive advertisement is the beneficial promotional activities for the sale promotion. Maximum retailer are agree from the aggressive advertisement. 14.According to response the sale promotion is increase if the brands provide free bottle scheme in the case and also favor in the discount should provide to purchase of product. 15.According to retailer perception time to time new scheme should be provide and regular supply is necessary in the market that improve the sale. Company should also provide the refrigerator for the own product refrigeration.
16. In the market the Maaza brand is the no. one position in providing
the freeze to the retail shop and Frooti is the no. two position so Frooti need to improve in providing the freeze to outlet with better service. 17.Mostly retailers are satisfied with company provided freeze.
Need improvement in supply and distribution during the summer season. It should provide some extra scheme for retailer and salesman. It should provide board, banner, and other advertising tools to the retailers. A.G.M should also visit at regular interval in the small area. The salesman should be trained to be friendly with retailers. Monitoring should be continued every time so the entire market can be covered.
Limitation of the Survey
Few people were not responding as we expect from them and they were reacting for the survey is conducted for false purpose. Some of the responses might be biased.
Most of the survey was carried out in and around Ranchi city.
It is wholly based on primary data. As the time was less for conducting the survey, so the survey could not be conducted in a large area.
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Statistical Method by S.P.Gupta. Research Methodology by C.R.Kothari. Methodology of research in social sciences by Krishna swami.
Questionnaire of Survey Project on “Competitive analysis of Frooti and its Competitor in Ranchi City”
Dear sir/Madam, I PURUSOTTAM KUMAR student of PGDM-IB (2 nd semester), School of Management Sciences, Varanasi is conducting a summer internship in Swastik Fruits pvt. Ltd. Ranchi as a part of our course curriculum which requires few precious and valuable minutes of yours. It is therefore my humble request to you to opine yourself through the questionnaire enclosed and provide the necessary details as required. It is assured that the information provided by you will be kept confidential and will be used for academic purpose only. Kindly give your responses to the best of your knowledge, experience and belief. PERSONAL PROFILE
NAME: GENDER: [ ADRESS: ] Male [ ] Female
AGE: OCCUPATION: CONTECT NO.:
Q. no. 1 Type of outlet. (a) A class outlet (b) B class outlet (c) C class outlet (d) D class outlet (e) Modern trade outlet. Q. no. 2 Which brand of soft drink you deal in. (a) Frooti (b) Maaza (c) Slice (d) Jump in (e) Dabur Real (f) Others. Q. no. 3 Which company signage you have in your outlet? (a) Frooti (b) Maaza (c) Slice (d) Jump in (e) Dabur Real (f) Others. Q. no. 4 Which company have better distribution network. (a) Frooti (b) Maaza (c) Slice (d) Jump in (e) Dabur Real (f) Others.
Q. no. 5 Which is most preferred size of the bottle by customer? (a) 200ml (b) 300ml (c) 500ml (d) 1000ml (d) 1500ml Q. no. 6 Do the customer know the difference between branded and non branded soft drink? (a) Yes (b) No Q. no. 7 Major age group of customers who buy soft drinks? (a) 5-15 (b) 15-25 (c) 25-35 (d) 25-35 (e) 35-45 (f) 45 above Q. no. 8 What do you feel about the price of soft drinks (a) Very high (b) High (c) medium (d) low (e) Reasonable Q. no. 9 Do you feel a price reduction will increase the sales of branded soft drinks? (a) Yes (b) No Q. no. 10 Which medium affect the sales most? (a) Television (b) Magazine/Newspapers (c) Display (d) Hoardings (e) campaign Q. no. 11 Do you think that aggressive advertisement further increase the sales volume of frooti? (a) Yes (b) No (c) No reply Q. no. 12 What kind of promotional activities affect sales mostly? (a) Free bottle scheme (b) Prize (c) Discount creates (d) Others Q. no. 13 What are your suggestion to improve the sale? (a) New scheme (b) Advertisement (c) Regular supply (d) Credit facilities (e) Refrigeration system Q. no. 14 Which company’s provide you a refrigerator? (a) Frooty (b) Maaza (c) Slice (d) Others. Q. no. 15 Are you satisfied with refrigerator by company in your outlet? (a) Yes (b) No