Professional Documents
Culture Documents
Marketing mix
Project submitted
In
DSBSPGDMA09033
Ackn
owledgement
R A M SEVAK YA D A V
D SB SPGD MA 0 9 03 3
Declaration
I Ram sevak yadav , declare that this project report entitled
“marketing strategy of frooti in Jharkhand & Its marketing mix ” is an
original piece of work done and submitted by me towards partial
fulfillment of my Post Graduate Diploma in Management , under the
guidance of “ R.R.Bakshi (GM of frooti)& Parameswaran sir (faculty
of PGDM)
Date:
2) DECLARATION
3) ACKNOWLEDGEMENT
4) CHAPTER – I
Introduction
Scope of project
Objective of project
Hypothesis
5) CHAPTER – II
Company profile
Industry profile
Beverage preparation section
Sidel section
Marketing strategy
Marketing Mix
6) CHAPTER – III
Research Methodology
7) CHAPTER – IV
SWOT Analysis
Recommendations
Suggestion
9) CONCLUSION
10) LIMITATION
11) BIBLIOGRAPHY
12) QUESTIONAIRE
CHAPTER- I
INTRODUCTION
A soft drink is a beverage, often carbonated, that does not contain alcohol.
(Carbonated soft drinks are more commonly known as soda, pop, tonic, or soda
pop in parts of the United States and Canada, or fizzy drinks in the U.K.;
sometimes called minerals in Ireland) The name "soft drink" specifies a lack of
alcohol by way of contrast to the term "hard drink". The term "drink", while
nominally neutral, often carries connotations of alcoholic content. Beverages like
colas, sparkling water, iced tea, lemonade, squash, and fruit punch are among the
most common types of soft drinks, while hot chocolate, hot tea, coffee, milk, tap
water, alcohol, and milkshakes do not fall into this classification. Many carbonated
soft drinks are optionally available in versions sweetened with sugars or with non-
caloric sweeteners
SCOPE OF PROJECT
B. Alternate Hypothesis
H1 = Fruit Drink is not the preferred factor for which customers looks in Frooti
2.
A. Null Hypothesis
H0 = frooti is a child drink
B. Alternate Hypothesis
H1= frooti is not a child drink
3.
A. Null Hypothesis
Ho = Frooti is readily available
B. Alternate Hypothesis
H1= Frooti is not readily available
COMPANY PROFILE
CHAIRMEN'S MESSAGE
Hanuman Sarawgi
(Chairman)
VISION
OBJECTIVE
PROMOTORS
HANUMAN SARAWGI
CHAIRMAN
DIRECTOR
Mr. B. N. Sarawgi is B.E, FIPE, FIE and since 1976 he is with the group as
Senior Director. He has 30 years of experience in project marketing. He has
excelled as a consultant in engineering projects in the Indian sub continent.
E-Mail:- bns@sarawgi.in
BINOD SARAWGI
DIRECTOR
Mr. Binod Sarawgi is B.Com., LLB and is Director of the group company. He
has experience of more than 28 years in marketing and administration. He is
responsible for group activities in mining and construction, power plants,
electrical equipments and the export business.
E-Mail:- binod@sarawgi.in
BINAY SARAWGI
DIRECTOR
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
RICHA SARAWGI
DIRECTOR
richa@sarawgi.in
Swastik Aqua Ltd.
Swastik Coke Pvt. Ltd.
STI Marketing Pvt. Ltd.
Swastik Global Pvt. Ltd.
Swastik Softech Pvt. Ltd.
Aditya SarawgiSwastik Overseas Pvt. Ltd.
Swastik Forgings Pvt. Ltd.
DIRECTOR
Swastik Fruits Products Ltd.
Swastik Trades & Industries
Mr.Aditya Sarawgi
Powermechis an MBA fromPvt.
(India) the University
Ltd. of Wales Institute, Cardiff (UK). After
completing his masters in Feb 2009, he joined the family business and is responsible for various group
activities. High-Point Rendel (India) Ltd.
E-Mail:-
aditya@swastikgroup.co.in
e-mail : raipur@hpr.in
WHY FROOTI:
Frooti is the market leader in the NCSD category with around 60% market
share. The NCSD market is growing but there is intense competition among the
various segments in this market. The market share of Frooti in the NCSD category
is on the decline because of the Fruit Juice Segment, which is increasing at the rate
of 20% per annum along with the sluggish growth of the Fruit drink segment. To
counter this onslaught, Frooti has introduced PET bottle packing in 200 ml, 500 ml
and 1000 ml and Tetra-pack packing in 65 ml quantity. Therefore, we have taken
up this project to suggest recommendations to swastik to increase the share of
Frooti in NCSD category and to study the market response of the new packaging of
Frooti.
ABOUT FROOTI:
Mango - India’s national and most premium fruit was a virtually untapped
segment until the year 1985, which saw the launch of Frooti Mango in a trendy
convenient tetra-pack. Frooti Mango is swastik franchise of Parle Argo’s flagship
brand and India’s leading fruit drink with an 85% market share. Now, Frooti also
comes in PET bottle packing.Frooti is like an Indian ambassador and is a hot
favorite not only in India but all across the world. Frooti is the first tetrapak fruit
juice in India. Launched in 1984, Frooti still holds a dominant position in the
Rs300 crore tetrapak fruit juice (TFJ) market.Frooti over these years have carved
out a niche for itself in the market. Frooti instantly caught the fancy of Indian
consumer with its tetrapak and some smart campaigns. Initially the drink was
positioned as a kids drink. The product was perceived as a healthy fruit drink by
the mothers . So within a short span of time ,the brand was an alternative to the
“unhealthy” colas. The tetrapak had other benefits also . Fruit juice is a perishable
product and tetrapak have extended the shelf life of Frooti because tetrapaks have 2
layers of paper and a plastic coating that ensured tamper proof and enhanced
shelf life. Lured by the success of Frooti, there were a lot of new launches in the
TFJ market. Players like Godrej with Jumpin, kissan etc tried their luck in this
market but failed to dislodge Frooti. Frooti was positioned as a mango drink that is
“Fresh-n-juicy” For over 7 years, the company promoted the product using that
famous baseline. The product have tried to create excitement in the market through
a series of new variants and packing. But in late nine tees the brand was facing
stagnated sales. The company tried to excite the market with an orange and
pineapple variant but both the variant bombed. The came the experiment with
packaging . The YO! Frooti variant came with a slim paper can aimed at the
college going youth. Worried by the stagnating sales, parle tried to reposition the
brand to appeal to youth aged between16-21. The positioning changed to be more
fun based. The package also changed. The old green color of the bottle changed to
more bright mango color with lot of graphics added to it. One of the most famous
marketing campaigns India have witnessed took place during the repositioning.
The campaign is the famous “ Digen Verma “ campaign. This campaign was
considered as one of the most successful teaser campaigns in India. The campaign
lasted for 15 days started in February 2001. The campaign was about a faceless
person Digen Verma. There were posters and outdoors all across the markets that
had messages like “ Who is Digen verma” “ Digen Verma was here” etc. This
created lot of excitement in the market and “Digen Verma “became the most talked
about faceless name at that time. The campaign was executed by Everest
communication. But the campaign was not followed up and the hype was not
translated to long term brand building. Frooti is basically a nectar based drink so it
is not 100% fruit juice, it also have some preservatives added to increase the shelf
life. Although Frooti did not face much competition in the category it created,
competition came from a slightly different category, 100% fruit juices. Parle saw
the emergence of the “ 100% fruit drink market and launched “Njoy” brand but it
did not clicked. Parle could have extended Frooti to this market also .The brand
Real from Dabur is the main player in this category. Real effectively positioned
itself as a premium healthy drink for adults. Frooti was not able to appeal to adults
and was considered as a mango drink while Real is not restricted to any flavour.
Frooti also changed its positioning statement from ‘ Fresh-N-juicy” to “ Juice Up
your life” which have not clicked with the customers. Although Frooti enjoys a
commanding (75%) market share , Frooti is facing stagnation. May be some
serious steps should be taken to increase the usage of the product. The launch of
PET bottle Frooti is a step in this direction. Recently Frooti also launched a “Green
mango” variant just to create some hype in the market. Frooti may have to reposition itself again
to appeal to cola drinkers.
INDUSTRY PROFILE
AN OVERVIEW :
1. Maaza
2. Slice
3. Real
4. Mango sip
5. Real
6. Tropicana
What is marketing?
Marketing is the process by which companies create customer interest in
products or services. It generates the strategy that underlies sales techniques,
business communication, and business development. It is an integrated process
through which companies build strong customer relationships and create value for
their customers and for themselves.[1]
Marketing is used to identify the customer, to keep the customer, and to satisfy
the customer. With the customer as the focus of its activities, it can be concluded
that marketing management is one of the major components of business
management. Marketing evolved to meet the stasis in developing new markets
caused by mature markets and overcapacities in the last 2-3 centuries. The
adoption of marketing strategies requires businesses to shift their focus from
production to the perceived needs and wants of their customers as the means of
staying profitable.
SKU strategy
The company is looking at larger pack formats and will focus on a well planned
SKU (stock-keeping unit) strategy to addresses ‘on-the-go’ as well as ‘in-home’
consumption for Frooti. Among recent introductions have been a one-litre,Pet and
1 pack to cater mainly to in-home consumers and families who prefer staggered
consumption. A 500 ml PET bottle priced Rs 25 is another new launch, targeted at
on-the-go consumers. Prices of the brand in various SKUs range from Rs 3 for a 65
ml pack to Rs 60 for the 1500 ml pack.
Frooti in tetrapak
Parle Agro’s Frooti is the leading brand in the tetrapak fruit drink market. The
brand witnessed declining sales and started losing its appeal due to increased
competition. To revive the sagging sales and appeal of the brand, Parle Agro
decided to relaunch the brand with new positioning and packaging. The case let
discusses about Parle Agro’s design and implementation of the brand prelaunch
exercise for Frooti. It provides a detailed description of the advertising strategy
followed by the company to promote the brand that involved a teaser advertising
campaign revolving around a faceless character 'Digen Verma'.
Frooti is 100 % juice
Parle Agro has entered the 100-per cent pure juice category with mango Juice. The
brand frooti was unveiled by Nadia Chauhan, director, Parle Agro, in Mumbai.
Targeted at the fast growing segment of consumers who are moving towards 100
percent juice, .Creative land Asia has designed the design and packaging of the
juice brand.
Frooti has deliberately kept the packaging like mango color, with a view towards
standing out on retail shelves. The launch campaign (frooti) of the product will
involve print advertising, point of purchase promotions and internet. ''Most juice
brands do not communicate clearly whether they are nectar, 85-per cent juice or
100-per cent pure juice, who oversees sales, marketing and product development at
Parle Agro. "Consumers are confused with what they are buying. Only 100 per
cent juice is pure juice .frooti Juice is 100 per cent juice."
Brands like Frooti and Appy fizz Classic that have established themselves as
market leaders in their respective categories, Parle Agro's decision to enter the 100-
per cent juice category is in line with the its strategy to have presence across all
beverage categories
Direct selling to retailer
Frooti is very famous product in Jharkhand among child, young. and women .
According to my survey I found that company is direct selling product to retailer .
tatisilwai is the manufacturing center of frooti .it is developing under swastik fruits
product pvt ltd (swastik is the franchise of parle agros ) kokar is the main
distributing center of the company from where company is direct selling all
product to retailer .employee of the swastik is selling product in every area in the
Ranchi. Every sales man of the company go to retailer and they are selling product
with their own experience and company have many sales officer who is very
sincere and honest. All the employee of the company is giving hundred effort for
customer satisfaction.
Company have around two hundred employees for Jharkhand area .there
Product has huge demand in Bihar and Jharkhand. Supply chain management is
excellent in Bihar` and Jharkhand
Company has many distributer and super distributer in bihar and Jharkhand
MARKETING MIX
The marketing mix is probably the most famous marketing term. Its elements are
the basic, tactical components of a marketing plan. Also known as the Four P's, the
marketing mix elements are price, place, product, and promotion.
The concept is simple. Think about another common mix - a cake mix. All cakes
contain eggs, milk, flour, and sugar. However, you can alter the final cake by
altering the amounts of mix elements contained in it. So for a sweet cake add more
sugar!
graph
1. Product
2. Price
3. Place (distribution)
4. Promotion
The term “marketing mix” became popularized after Neil H. Borden
published his 1964 article, The Concept of the Marketing Mix. Borden
began using the term in his teaching in the late 1940’s after James
Culliton had described the marketing manager as a “mixer of
ingredients”. The ingredients in Borden’s marketing mix included
product planning, pricing, branding, distribution channels, personal
selling, advertising, promotions, packaging, display, servicing,
physical handling, and fact finding and analysis.E. Jerome McCarthy
later grouped these ingredients into the four categories that today are
known as the 4 P’s of marketing, Product, price, place and promotion.
These four P’s are the parameters that the marketing manager can
control, subject to the internal and external constraints of the
marketing environment. The goal is to make decisions that center the
four P’s on the customers in the target market in order to create
perceived value and generate a positive response.
PRODUCT DECISIONS :
1. Brand name
2. Functionality
3. Styling
4. Quality
5. Safety
PRODUCT:
PRICE:
65 ml 3.00
PET BOTTLE PACKAGING
200 ml 12.00
500 ml 25.00
1000 ml 45.00
1500 ml 60.00
1. Distribution channels
2. Market coverage (inclusive, selective, or exclusive distribution)
3. Specific channel members
4. Inventory management
5. Warehousing
6. Distribution centers
7. Order processing
8. Transportation
9. Reverse logistics
PLACE:
PROMOTION DECISIONS:
METHODOLOGY:
A) DATA COLLECTION
1) Primary Source
Retailers
Consumers
2) Secondary Source
Website
Magazines and Newspapers
B) RESEARCH INSTRUMENTS
Questionnaire
Personal interview
C) SAMPLING PLAN
1) Sampling Unit: Who is to be surveyed?
Urban Consumers
2) Sample Size: How many people to be surveyed?
100 Units (of all age groups)
3) Sampling Procedure:
We have taken sample from following areas:
1) Ranchi main Road
2) Kantaoli
3) Harmu
4) Doranda
5) Kanke Road
6) Ratu Road
7) Bariyatu & Morahabadi
8) Namkom
9) Hatia
10) Itki
11) Tatisilwai
12) Argora
CHAPTER- IV
PREFERENCE OF CONSUMERS
12 %
CARBONATED DRINK
FRUIT DRINK
80 %
INFERENCES
1. The consumers are becoming more health conscious.
2. The market share of NCSD is growing.
3. Great opportunity for Frooti to capture this growing market .
IS FROOTI A HEALTH DRINK?
18%
NO
25%
YES
CAN’T SAY
57%
INFERENCES
1. Frooti is not perceived by the majority as a health drink.
2. Health drink consumers should be targeted.
CONSUMER AWARENESS REGARDING VARIOUS FLAVOURS
OF FROOTI.
MANGO
OTHERS
7%
GREEN MANGO FLAVOURS
23%
MANGO
70%
INFERENCES:
NO 23%
YES 77%
INFERENCES:
40%
35%
30%
25%
40%
20%
OTHER
32%
15%
20%
10%
5% 8%
0%
ORANGE APINE APPLE GRAPE OTHER
INFERENCES:
1. In other flavours, consumers have gone for strawberry and
lemon.
2. Consumers want Frooti in other flavours.
3. Huge market in flavours other than Mango.
4. Other than Mango, Orange and Pineapple are the most preferred
flavours.
IS FROOTI A CHILD DRINK?
SALE
CANT SAY
11%
NO
21%
YES
68%
INFERENCES:
1. Frooti is more of a family drink rather than a child drink.
2. Frooti has market in all age-groups.
IS FROOTI READILY AVAILABLE?
Chart Title
NO
10%
YES
90%
INFERENCES:
Chart Title
5%
MANGO SIP
10%
MAAZA
25%
FROOTI SLICE
40% 20%
INFERENCES:
Chart Title
INFERENCES:
40%
35%
1. This
30%
diagram
25%
MAY BE shows the
20% percentage
15% of
10%
5%
0%
YES NO MAY BE
Value for money means the real value of the product in relation to the
price of the product.
50
45
40
35
30
FROOTI
25 MAAZA
SLICE
20
Column1
15
10
0
FROOTI MAAZA SLICE MANGO SIP
`
INFERENCES:
This diagram shows the satisfaction the consumer derives by consuming the
product in terms of money in a 1-5 point scale given on the y-axis of the
diagram.
(1 indicating BEST and 4 the WORST).
CONSUMER AWARENESS REGARDING
PACKAGING OF FROOT
PET
YES
CANT SAY
15%
NO
5%
YES
80%
TETRA PACK
CANT SAY
NO 13%
4%
YES
83%
INFERENCE
65 ML
CANT
SAY
11%
YES
NO 50%
39%
200 ML
CANT SAY
5%
NO
25%
YES
70%
500 ML
CANT
SAY
7%
YES
NO 50%
43%
1000 ML
CANT
SAY
9%
YES
NO 49%
42%
INFERENCE:
1. As Frooti in 65 ml quantity was recently introduced and half of
the respondents know about it, this shows good promotion and
good initial demand for new packaging.
CONSUMER PREFERENCE FOR VARIOUS QUANTITIES OF
FROOTI
35
35
30
30
25
25
20
1000ml
15
10
10
0
65ml 200 ml 500ml 1000ml
INFERENCES
1. There is good demand for all the quantities.
2. Great demand for 65&200 ml.
3. Introduction of 65 ml was a good move .
CONSUMER RESPONSE FOR THE MOST CONVENIENT
FORM OF PACKAGING
TETRA-PACING
GLOSS BOTTLE
7%
TETRA-PACING
40%
PET - BOTTLE
53%
INFERENCE
Hypothesis 1:
1. Null hypothesis(H0)= Fruit Drink is the preferred attribute which
customers look for in Frooti
2. Alternate hypothesis (H1) = Fruit Drink is not the preferred factor for
which customers looks in Frooti
3. Level of significance= Let 5% be the level of significance in testing the
hypothesis Since the test s two tailed test , the value of z = ±1.96
4. Test formula:-
p‾ - p
Z=
√ {p (1-p)/n}
Where
p= sample proportion (calculated from graph) = 80%
p¯=population proportion (known) = 81%
n= sample size=100
.81-.8
Z=
√ {.8(1-.8)/100}
=.25
Calculated value Z=.25 falls within acceptance level in +1.96, so hypothesis is
accepted.
Hypothesis 2:
4. Test formula:-
p‾ - p
Z=
√ {p (1-p)/n}
Where
p= sample proportion = 44%
p¯=population proportion = 34%
n= sample size=100
Now
.34 – .44
Z=
√ {.44 (1-.44)/100}
= -2.01
5. Calculated value is not fall in acceptance level ,so the hypothesis is rejected
Conclusion: The Frooti is not only child drinks, it can be used by adults
Hypothesis 3:
4. Test formula:-
p‾ - p
Z=
√ {p (1-p)/n}
Where
p= sample proportion = 90%
p¯=population proportion = 91%
n= sample size=100
Now
.91 – .9
Z=
√ {.9 (1-.9)/100}
= .33
5. Calculated value is fall in acceptance level, so hypothesis is accepted
Conclusion:
The Frooti is readily available in market
CHAPTER- V
SWOT ANALYSIS:
STRENGTHS OF FROOTI :
1. Frooti is not perceived as a health drink. As per our survey majority of our
respondent didn’t consider Frooti has a health drink.
2. Frooti has limited variety of flavour - only mango and green mango.
3. “Frooti means mango”, syndrome in the mind of consumers.
4. Margin given to retailers and distributors is less as compared to its
competitors.
5. The main target audience of Frooti is kids.
6. Frooti has no brand ambassador.
7. No brand expansion - Brand equity of Frooti is not utilized properly.
PRODUCT
PLACE :
PROMOTION:
SUGGESTION:
LIMITATIONS:
2. We could not find the reason why Frooti was not introduced in
other flavours like orange, pineapple etc on all India basis (We
sent an E-Mail to the company but didn’t get any reply).
BIBLIOGRAPHY:
4. www.netmba.com
5. www.indiainfoline.com
6. www.financialexpress.com
7. Business line.
8. Brand Equity, Economic Times
QUESTIONNAIRE
This questionnaire is part of a market study being conducted by me. The aim of the
study is to analyze the strategies adopted by frooti in the various stages of its
lifecycle.
Any information provided would be used only for academic purpose and kept
confidential.
1. Name:
2. Age:
3. Occupation:
4. Contact No:
5. Do you drink Soft Drinks? Yes / No
6. If yes, which Soft Drinks?
Carbonated Drinks / Fruit Drinks
7. Which fruit Drinks do you like most?
MAZZA
SLICE
FROOTI
REAL
TROPICANA
.
8. Should Frooti come in other flavor? Yes/ No
9. If yes, which flavor?
Orange
Alpine apple
Grape
Other
10.Is Frooti a health drinks? Yes/ No
11.Is Frooti a child drink? Yes /No
12.Is Frooti readily available ? yes/No
13.Do you think advertising influence you to drink Frooti ? Yes/No
14.Which drink give you more value ?
Frooti
Mazza
Slice
Real
Tropicana
Jumping
15.Do you know Frooti is available in many packages? Yes/ No
Pet bottle
Tetra pack
16.Which packages do you prefer most?
Pet bottle
Tetra pack
17.Do you know Frooti is available in many quantities?
65 ml
200 ml
500 ml
1000 ml
1500 ml
Signature
PLACE:-
DATE: