marketing strategy of frooti under swastik groups | Soft Drink | Drink

³Marketing strategy of Frooti in Jharkhand & its

Marketing mix

Project submitted In Partial Fulfillment of the Requirements for the Award of Post Graduate Diploma in Management (Recognized by AICTE)

Dayananda Sagar Business School

Submitted To:
Prof. Parmeswaran sir

Submitted By:
Ram sevak yadav DSBSPGDMA09033

This research in itself is an acknowledged to the inspiration, drive, technical assistance contributed to it by many individuals. This research work would have never been completed without the guidance and assistance that I received from time to time during the whole research process.

It is my great pleasure to place a record of sincere thanks and gratitude to Mr. R. R. Bakshi (general manager) & Mr. Shashi Shekhar SWASTIK FRUITS PRODUCT PVT. LTD., RANCHI,


I express my sincere gratitude and ineptness to my Internal Guide Prof. Parmeswaran sir (Faculty-PGDM), Dayananda Sagar Business School, Bangalore for giving me an opportunity to enhance my skill in the field of my project.


R. under the guidance of ³ R.Declaration I Ram sevak yadav .Bakshi (GM of frooti)& Parameswaran sir (faculty of PGDM) Date: Place: Ranchi Signature . declare that this project report entitled ³marketing 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 .


Topic CERTIFICATE DECLARATION ACKNOWLEDGEMENT CHAPTER ± I 1) 2) 3) 4) y Introduction y Scope of project y Objective of project y Hypothesis 5) CHAPTER ± II y Company profile y Industry profile y Beverage preparation section y Sidel section y Marketing strategy y Marketing Mix 6) 7) CHAPTER ± III y Research Methodology CHAPTER ± IV y Marketing survey & Data Analysis y Testing of Hypothesis 8) CHAPTER ± IV y SWOT Analysis y Recommendations y Suggestion 9) 10) CONCLUSION LIMITATION .CONTENTS Sl. No.

11) 12) BIBLIOGRAPHY QUESTIONAIRE CHAPTER. alcohol. Many carbonated soft drinks are optionally available in versions sweetened with sugars or with noncaloric sweeteners . and fruit punch are among the most common types of soft drinks. or fizzy drinks in the U. often carries connotations of alcoholic content. coffee. squash.I INTRODUCTION A soft drink is a beverage. that does not contain alcohol. tap water. Beverages like colas.K. or soda pop in parts of the United States and Canada. lemonade. (Carbonated soft drinks are more commonly known as soda.. sparkling water. often carbonated. while hot chocolate. and milkshakes do not fall into this classification. hot tea. milk. pop. The term "drink". tonic. iced tea. while nominally neutral. sometimes called minerals in Ireland) The name "soft drink" specifies a lack of alcohol by way of contrast to the term "hard drink".

Analyzing consumer perception based on various parameters such as purchase frequency. OBJECTIVES OF THE PROJECT 1. packaging . brand attributes and consumer loyalty.SCOPE OF PROJECT 1. To study the taste and preferences of the consumer 2. To study the market share of Frooti in the non-Carbonated Soft Drink (NCSD) category . To study the marketing strategy of frooti in jharkhand. Analysis of Frooti¶s performance against the other prevailing noncarbonated soft drinks brands in the country. To study the marketing mix of Frooti 4. 3. 3. Detailed study of the noncarbonated soft drinks industry in India 2. effect of sales promotion schemes.

Alternate Hypothesis H1= Frooti is not readily available . A. A. A. Alternate Hypothesis H1= frooti is not a child drink 3. Null Hypothesis H0 = frooti is a child drink B. Alternate Hypothesis H1 = Fruit Drink is not the preferred factor for which customers looks in Frooti 2. Null Hypothesis Ho = Frooti is readily available B. Null Hypothesis H0=Fruit Drink is the preferred attribute which customers look for in Frooti B.HYPOTHESIS 1.

but keep on going««««. We shall strive relentlessly towards a Zero-defect culture through the commitment of each and every member of our Company. And of course. Forging. Construction Power Plants. Casting and Export Etc. CHAIRMEN'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. we shall not stop there.COMPANY PROFILE A House Of Diversified Excellence The SWASTIK GROUP established in the year 1961 is one of the leading trading houses in eastern India. SWASTIK GROUP has played a significant role in the development of Indian Industry and Infrastructure Projects. management and financial consultancy services in the field of infrastructure development from the concept to commissioning. to their entire satisfaction. With a diversified activities it is also engaged in the providing engineering. As a trading company engaged in catering the requirement of Mining. 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. Hanuman Sarawgi (Chairman) .

R. . Cultural. Degree of D. Art & Trade Organizations. Sahitya. Social. He has received many recognition. citations & Awards including SAMAJ RATNA. Hony. Service.Lit. trust worthy and dependable company relied upon by clients. Born at Ranchi in a respectable Jain (Agarwal) family. He played a significant and important role in organizing and managing large number of Educational. offering real and lasting solutions at an affordable cost.VISION To be known and identified as an ethical. GANDHI CHOWK. Medical. OBJECTIVE To be partners in progress by assisting our clients in optimizing their potential to achieve corporate goals by offering ³THE SOLUTION´. UPPER BAZAR. RANCHI .834001 JHARKHAND. PROMOTORS HANUMAN SARAWGI CHAIRMAN SWASTIK GROUP OF COMPANIES SWASTIK HOUSE. Xavier's College. He had his education in Ranchi Zila School & St. Ranchi.

E-Mail:. LLB and is Director of the group company. He has 30 years of experience in project marketing.BISHWANATH SARAWGI DIRECTOR Mr. He is responsible for group activities in mining and construction. E-Mail:. FIE and since 1976 he is with the group as Senior . Binod Sarawgi is B.. He has excelled as a consultant in engineering projects in the Indian sub continent.Com. FIPE. power plants.binod@sarawgi. N. electrical equipments and the export business. He has experience of more than 28 years in marketing and administration. B. Sarawgi is BINOD SARAWGI DIRECTOR Mr.

International Business Management degree with 3 years of total experience including 6 months of experience in exports. He is also responsible for the franchise units of Frooti. Binay Sarawgi is B. . is having 22 years of experience with the group and is responsible for the general administration. Ranchi RICHA SARAWGI DIRECTOR Richa Sarawgi has an M. Currently she is assisting in the infrastructure projects at Madhya Pradesh and Bihar apart from managing Business Development. He completed his education from St.He is the youngest son of Shri Hanuman Sarawgi. Xavier's School and Ranchi College. Sc. Appy Fizz and Bailey mineral water. finance and trading activities of the group Companies. Binay Sarawgi was born on 25th April 1964 at Ranchi in a respectable Jain (Aggarwal) family.BINAY SARAWGI DIRECTOR Mr. Mr. a renowned Philanthropist and a well known social leader. Sc.

Aditya Sarawgi DIRECTOR Cardiff and is E-Mail:- .Aditya Sarawgi is an MBA from the University of Wales Institute. After completing his masters in Feb 2009. he joined the family business responsible for various group aditya@swastikgroup. (UK).

(2nd Floor) Vasant Vihar-110057 New Delhi. Tel : .in Website : www.834 001 Jharkhand. Tel : .834 001 Jharkhand. Tel : . Tel : .452 010 Madhya Pradesh.V.+91-11-26151070 Fax : . Tel : .Chhatisgarh.+91-11-26151097 e-mail : Patna Office 178 / B. Kutchery Road. Vijay Nagar. Tower. Shri Ram e-mail : marketing@swastikgroup.492 001. Near New e-mail : swastik@swastikgroup.Contact Corporate Office (Ranchi) Gandhi Chowk. Ranchi .+91-731-3255822 Fax : . Ranchi . Bihar. Patna . Upper Fax : .in Raipur Office B-10.hpr.+91-731-2552271 e-mail : indore@hpr. Indore . Palam Marketing Office Swastik Chamber Shree Gopal Complex.+91-651-2219013 / 4 Fax : .in Delhi Office Website : www. Raipur . Tel : - Indore Office AC-19.800001.swastikgroup.+91-771-4032028 e-mail : raipur@hpr.+91-651-2219016 / 7 Fax : .in . Scheme 54. Krishna Puri.

e-mail : fruits@swastikgroup.+91-651-2210450 e-mail : thepioneer@swastikgroup. Jharkhand.835105.834 001 Jharkhand.+91-651-2265445 / 48. Tel : .) 51.Manufacturing Unit (Ranchi) Swastik Estate. Tel : . Ranchi . Swastik Prakashan (Jharkhand Edition) (A Unit of Swastik Global Circular Road. Ranchi . Industrial Area. Phase-II. Ltd.+91-651-2210446 ~ 9 Fax : . .

. High-Point Rendel (India) Ltd. Swastik Overseas Pvt. Swastik Fruits Products Ltd. Ltd. Ltd. Ltd. Ltd. Swastik Global Pvt. Ltd. Swastik Forgings Pvt. Swastik Trades & Industries Powermech (India) Pvt. STI Marketing Pvt. Ltd. Swastik Softech Pvt. Swastik Coke Pvt.SWASTIK GROUP An ISO 9001-2008 Swastik Aqua Ltd. Ltd.

Blast hole Drills. and Motor Graders etc. . Erection and Commissioning and operation in the following fields: 1. Loading Equipment. Bulldozers. Complete equipment for large Open-Pit Mining with annual productions of 10 million tons by Shovel-Hauler process or semi-continuous process. Manufacturing      Frooti Appy Fizz Bailley 2. Coal and Mineral Preparation and Beneficiation Plants & Material Handling Equipment. Rear End dumpers. Draggles.Frooti Bailley Appy fizz The SWASTIK GROUP renders services in the form of Consultancy. Rope Shovels. Mining and Construction a. Pollution Control Equipment. Open Cast Mining     Hydraulic Excavators. Supply of Equipments and Spares.

Thermal Power Projects up to 1000 MW. Transmission and Distribution Equipment. Chromium Metal. Steel. Hydel Power Projects up to 360 MW.Tyre mounted and crawler. Under Ground Support Vehicles. Silicon metal etc. Ferrous and Non-Ferrous Metal. Materials Handling and Reduction Equipments       Cranes . Ferro-Silicon. Barges.Alloys. Copper. 2.EOT / HOT up to 250 MT capacity. Brass. Loading. Rolled products. 4. Ferro. Man and Material Transportation Equipments. 3. . Underground Mining   Drilling. Sea going vessels. Container Handling Cranes ). Mobile Cranes . Power Plants     Mini / Micro Hydel Power Projects.b. Minerals and other metals  Aluminum. Crushers and Grinders. Port cranes ( Luffing Cranes. Complete projects for mining (Minerals and Metals).

7. Forgings and Castings   Forging & Castings of Ferrous and Non Ferrous Metals. 6.5. Spares for heavy earth moving machines. Marble. Cement. Decorative Laminates. Rolls for Rolling Mills etc. General Trading  Bearings. Engineering Products. Rice. Petroleum products. Jute. Textiles. Foundry Equipments and Machines. Mn Steel Casting. 9. Spices. Machine Tools     Special Purpose Machine Tools. Material Reduction Equipments. Ferrous & Non-Ferrous Metals. Forgings & Castings. Ferrous & Non-Ferrous Metals. 10. Minerals. CNC Machines. rubber compounds and Chemicals. Cosmetics. Processed Food (Veg. Tyres and Tube etc. Export       Commodities Tea. Granite (Polished and Unpolished) etc. Fruit Pulp & Juice. Steel. Gears and Speed Reducers. Garments. Electrical Equipments and Components . Liner Plates. & Fruits). Lubricants. Electrical Pneumatic and Cordless Engineering Tools.

Urban development etc. Water Treatment and Distribution. Roads. .      Transformers Switchgears Motors Luminaries LT and HT Cables 11. Railways.e. News  The Pioneer 'Jharkhand Edition'. Consultancy Services We provide Engineering and Management consultancy Services for Infrastructure Projects i. Material Handling Plants. Bridges. 12. Sewage treatment. Ports and Harbors.

Phase-II. Two state of the Art Units have been commissioned at Tatisilwai Industrial Area. Ranchi for catering the requirement of Bihar and Jharkhand in particular with a net-work of over 250 Distributors and 25000 marketing points.PRODUCT The Group is engaged in the manufacturing Mango Drink. . Appy Fizz (Carbonated) & Bailey Packaged Drinking Water as a Franchisee of World Renowned Parle Agro Private Limited.

which removes all minerals and salts and puts back only exact premeasured quantities of salts and minerals necessary for the human body.3. Unlike ordinary apple drinks.PRODUCTS 1. BAILLEY AQUA: It is a mineral water and was launched in the year 1993. It is one of the first brands to get an ISI certification Bailley conforms to stringent BIS Norms. international pack. The brand has been positioned as the champagne of apple drinks due to its unique richness of taste. An apple drink from swastik franchise of Parle . Apply spells style and exclusiveness which makes it a party favorite in the upper crust of the society. 9 microbiological tests and 10 physical tests and meets international standards laid down by WHO. PFA. APPY FIZZ: . it¶s available in a sleek. Apply is made from freshly picked ripe apples sourced from the rich natural environs of Himachal Pradesh. Bailley Aqua is purified with chemical free natural U. Treatment. The clear and crisp Apply Nectar is a premium product available in a 200 ml easy to pour pull-tab opening pack. This is because of the unique purifying processing system. USFDA. Parle Bailley Aqua is unique because it has the same consistent taste across India. 2. FROOTI: It is the flagship brand of swastik fruits product Pvt Ltd (franchise of Parle agro). It was introduced in 1985 and it was the first Fruit Drink to be introduced in India.V. It undergoes 51 quality control tests includes 32 chemical tests. .

India¶s national and most premium fruit was a virtually untapped segment until the year 1985.Frooti over these years have carved out a niche for itself in the market.the brand was an alternative to the ³unhealthy´ colas. which saw the launch of Frooti Mango in a trendy convenient tetra-pack. Initially the drink was positioned as a kids drink. 500 ml and 1000 ml and Tetra-pack packing in 65 ml quantity. Frooti Mango is swastik franchise of Parle Argo¶s flagship brand and India¶s leading fruit drink with an 85% market share.Frooti is like an Indian ambassador and is a hot favorite not only in India but all across the world. The NCSD market is growing but there is intense competition among the various segments in this market. Frooti has introduced PET bottle packing in 200 ml. which is increasing at the rate of 20% per annum along with the sluggish growth of the Fruit drink segment.WHY FROOTI: Soft drink market can be divided into two categories:Carbonated soft drink Non-carbonated soft drink (NCSD). To counter this onslaught. Frooti also comes in PET bottle packing. So within a short span of time . Frooti is the first tetrapak fruit juice in India. Frooti still holds a dominant position in the Rs300 crore tetrapak fruit juice (TFJ) market. Therefore. Frooti instantly caught the fancy of Indian consumer with its tetrapak and some smart campaigns. Launched in 1984. 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 . The market share of Frooti in the NCSD category is on the decline because of the Fruit Juice Segment. ABOUT FROOTI: Mango . 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. Frooti is the market leader in the NCSD category with around 60% market share. The tetrapak had other benefits also . The product was perceived as a healthy fruit drink by the mothers . Now.

Although Frooti did not face much competition in the category it created. it also have some preservatives added to increase the shelf life. The YO! Frooti variant came with a slim paper can aimed at the college going youth. The launch of PET bottle Frooti is a step in this direction. But in late nine tees the brand was facing stagnated sales. the company promoted the product using that famous baseline. This campaign was considered as one of the most successful teaser campaigns in India. This created lot of excitement in the market and ³Digen Verma ³became the most talked about faceless name at that time. there were a lot of new launches in the TFJ market.shelf life. 100% fruit juices. . The campaign was executed by Everest communication. The campaign lasted for 15 days started in February 2001. May be some serious steps should be taken to increase the usage of the product. Frooti is basically a nectar based drink so it is not 100% fruit juice. parle tried to reposition the brand to appeal to youth aged between16-21. The old green color of the bottle changed to more bright mango color with lot of graphics added to it. The positioning changed to be more fun based. Worried by the stagnating sales. The came the experiment with packaging . Lured by the success of Frooti. Parle could have extended Frooti to this market also . kissan etc tried their luck in this market but failed to dislodge Frooti. There were posters and outdoors all across the markets that had messages like ³ Who is Digen verma´ ³ Digen Verma was here´ etc. The product have tried to create excitement in the market through a series of new variants and packing. One of the most famous marketing campaigns India have witnessed took place during the repositioning. Frooti was positioned as a mango drink that is ³Fresh-n-juicy´ For over 7 years. Parle saw the emergence of the ³ 100% fruit drink market and launched ³Njoy´ brand but it did not clicked. Players like Godrej with Jumpin.The brand Real from Dabur is the main player in this category. Frooti also changed its positioning statement from µ Fresh-N-juicy´ to ³ Juice Up your life´ which have not clicked with the customers. Recently Frooti also launched a ³Green mango´ variant just to create some hype in the market. The campaign was about a faceless person Digen Verma. Frooti was not able to appeal to adults and was considered as a mango drink while Real is not restricted to any flavour. The company tried to excite the market with an orange and pineapple variant but both the variant bombed. The package also changed. But the campaign was not followed up and the hype was not translated to long term brand building. Real effectively positioned itself as a premium healthy drink for adults. competition came from a slightly different category. Frooti is facing stagnation. Frooti may have to reposition itself again to appeal to cola drinkers. Although Frooti enjoys a commanding (75%) market share . The campaign is the famous ³ Digen Verma ³ campaign.

the key national players are . Real is the market leader with 55-60% market share.a. The two key national level players in the juice segment are Tropicana and Real. . The fruit drinks category has also been witnessing growth of around 5% p.So. The Juice category is the fastest growing segment at present. The classification is based on the percentage of the fruit pulp content in the beverage. its share has been declining because of the growth in Fruit Juice segment. The total size of the branded non-carbonated beverages in the organized segment is estimated at Rs.a. In the fruit drink category. estimated to be growing by 20-25% p. Several local / regional brands also exist. Tropicana has an estimated share of 30-35%.500 crores. while the Juice market (Branded & Packaged) is estimated at Rs 150 crores. In the Fruit Drink segment. besides a huge unorganized sector. Nectar is a small category of around Rs 35-50 crores. Parle¶s Frooti. Godrej¶s Jumpin and Coca-Cola¶s Maaza and Pepsi¶s Slice are the major brands. In the Nectar segment. The Fruit drink segment is estimated at Rs.The main reason for this growth in the NCSD Category is the change of the consumer preference from the carbonated to the non-carbonated soft drink sector mainly due to increasing Health Awareness among consumers and the Pesticide issue relating to Coke and Pepsi. Frooti has to compete with all the segments in this category to take a larger share of this growth. while Nectar needs to have a minimum fruit pulp content of 25%. Fruit drink has to have minimum fruit pulp content of 10%.Dabur. Godrej Xs and Parle¶s Appy fizz .250-300 crores. Nectar and Juices. Frooti is the clear market leader with around 85% market share but in the NCSD category as a whole. with the growth of the NCSD category.INDUSTRY PROFILE NON-CARBONATED SOFT DRINK INDUSTRY IN INDIA AN OVERVIEW: The non-carbonated SOFT DRINK (NCSD) sector can be classified as Fruit drinks.

These are the category of the non carbonate soft drink Non-Car bo nat ed Soft Dr ink Fru it Ju ice Fruit Dr ink Fruit Nect ar Cat ego r y Cat egor y Cat egor y Majo r P layer s Real Tro picana Major P layer s Froot i Jumpin S lice Maaza Mango sip Major P layer s Appy fizz .

Tropicana We are not taking into account the nectar segment as it constitutes a small part of the NCSD category and also.COMPETITORS: These are the main co mpetitor of the frooti :1. Real 4. It is an integrated process through which companies build strong customer relationships and create value for their customers and for themselves. and business development. It generates the strategy that underlies sales techniques. business communication. the growth is very sluggis h in this segment.[1] . Slice 3. Mango sip mazza and slice is main competitor What is marketing? Marketing is the process by which companies create customer interest in products or services. Real 6. Mango sip 5. Maaza 2.

and corporate goals. Marketing evolved to meet the stasis in developing new markets caused by mature markets and overcapacities in the last 2-3 centuries. Corporate strategies. relationship management and other elements. marketing strategy is closely linked with sales. prospects. distribution. marketing mix. and explains how they will be achieved. 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. defining how the organization will successfully engage customers. to keep the customer.Marketing is used to identify the customer. pricing. . Marketing strategy determines the choice of target market segments. What is marketing strategy? Marketing strategy is a method of focusing an organization's energies and resources on a course of action which can lead to increased sales and dominance of a targeted market niche. With the customer as the focus of its activities. A marketing strategy combines product development. corporate missions. As the customer constitutes the source of a company's revenue. identifies the firm's marketing goals. It is most effective when it is an integral component of overall firm strategy. ideally within a stated timeframe. it can be concluded that marketing management is one of the major components of business management. promotion. positioning. and allocation of resources. and to satisfy the customer. and competitors in the market arena.

Marketing strategy of frooti in jharkhand SKU strategy The company is looking at larger pack formats and will focus on a well planned SKU (stock-keeping unit) strategy to addresses µon-the-go¶ as well as µin-home¶ consumption for Frooti. targeted at on-the-go consumers. Among recent introductions have been a one-litre. 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'.Pet and 1 pack to cater mainly to in-home consumers and families who prefer staggered consumption. Parle Agro decided to relaunch the brand with new positioning and packaging. Frooti in tetrapak Parle Agro¶s Frooti is the leading brand in the tetrapak fruit drink market. Prices of the brand in various SKUs range from Rs 3 for a 65 ml pack to Rs 60 for the 1500 ml pack. A 500 ml PET bottle priced Rs 25 is another new launch. The brand witnessed declining sales and started losing its appeal due to increased competition. To revive the sagging sales and appeal of the brand. . The case let discusses about Parle Agro¶s design and implementation of the brand prelaunch exercise for Frooti.

who oversees sales. marketing and product development at Parle Agro. Frooti has deliberately kept the packaging like mango color." Brands like Frooti and Appy fizz Classic that have established themselves as market leaders in their respective categories. director. point of purchase promotions and internet. with a view towards standing out on retail shelves. The launch campaign (frooti) of the product will involve print advertising. Parle Agro. in Mumbai.Frooti is 100 % juice Parle Agro has entered the 100-per cent pure juice category with mango Juice. "Consumers are confused with what they are buying. 85-per cent juice or 100-per cent pure juice. 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. ''Most juice brands do not communicate clearly whether they are nectar. Parle Agro's decision to enter the 100per cent juice category is in line with the its strategy to have presence across all beverage categories .frooti Juice is 100 per cent juice. The brand frooti was unveiled by Nadia Chauhan. Only 100 per cent juice is pure juice .

Company have around two hundred employees for Jharkhand area . According to my survey I found that company is direct selling product to retailer . 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. tatisilwai is the manufacturing center of frooti .employee of the swastik is selling product in every area in the Ranchi. And one dippo in Patna (Bihar) Product has huge demand in Bihar and Jharkhand.Direct selling to retailer Frooti is very famous product in Jharkhand among child. young.there Two main distributing center of company in Jharkhand one is in Ranchi and another one is in Jamshedpur (Tata). All the employee of the company is giving hundred effort for customer 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 . Supply chain management is excellent in Bihar` and Jharkhand Company has many distributer and super distributer in bihar and Jharkhand . and women .

Think about another common mix . However.MARKETING MIX What is the marketing mix? The marketing mix is probably the most famous marketing term. Its elements are the basic. So for a sweet cake add more sugar! . product. place. tactical components of a marketing plan. and promotion. milk. flour. The concept is simple. All cakes contain eggs. Also known as the Four P's.a cake mix. you can alter the final cake by altering the amounts of mix elements contained in it. the marketing mix elements are price. and sugar.

graph Marketing decisions generally fall into the following four controllable categories:-

1. Product 2. Price 3. Place (distribution) 4. Promotion

The term ³ marketing mix´ became popularized after Neil H. Borde n published his 1964 article, The Concept of the Marketing Mix. Borde n began using the term in his teaching in the late 1940¶s after James Culliton had described the marketing manager as a ³ mixer o f ingredients´. The ingredients in Borden¶s marketing mix included product planning, pricing, branding, distribution channels, persona l selling, advertising, pro motions, packaging, display, servicing, physical handling, and fact finding and analysis.E. Jero me 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 ca n 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 :

The term ³product´ refers to tangible, physical products as well as
services. Here are some examples of the product decisions to be made: 1. Brand name 2. Functionality 3. Styling

4. Quality 5. Safety

A product is anything that can be offered to a market to satisfy a want or need. India¶s first real fruit drink in a Tetra Pak is available in - Frooti Mango, Green Mango. Frooti Mango is from premium Indian Mangoes. Frooti has also been introduced in PET bottle packing. Mango Frooti contains vitamin A which is essential for eye sight, growth and healthy skin. Frooti is a delicious and refreshing ready to serve fruit beverage. Frooti comes in Fruit drink segment of NCSD category (NONCARBONATED SOFT DRINK).

Frooti is available in following quantities:65 ml (only Tetra pack packaging) 200 ml (only pet Bottle) 500 ml (only PET Bottle) 1000 ml (only PET Bottle) 1500 ml (pet bottle) Hence, we can see that Frooti has got a very large quantity basket .

Bundling 7.) 3. Price flexibility 8. Seasonal pricing 6. Volume discounts and wholesale pricing 4. penetration. Price discrimination PRICE: TETRA PACK PACKAGING QUANTITY 65 ml PRICE (Rs.PRICE DECISIONS : Some examples of pricing decisions to be made include: 1.00 . Cash and early payment discounts 5. etc) 2. Suggested retail price 3. Pricing strategy (skim.

.PET BOTTLE PACKAGING QUANTITY 200 ml 500 ml 1000 ml 1500 ml PRICE (Rs. As we can see fro m the above table.00 In order to maintain its position as a market leader.00 45.) 12.00 60.00 only. Frooti is offering its product in different quantities and prices depending upo n the consumer requirements.00 25. preferences and inco me-levels. Frooti¶s new 65 ml packaging is priced at Rs 3. targeting the lower income-group and it has also been introduced in PET bottle packaging as it is more costeffective as co mpared to Tetra-pack packaging to beco me more competitive in the market.

Specific channel me mbers 4. Order processing 8. Frooti reaches more than 10 lakh retail outlets through more than 1500 distributors and wholesalers directly and indirectly. Distribution channels 2. Warehousing 6. Reverse logistics PLACE: Frooti is the highest distributed brand in Fruit drink segment with a n 85% market share in India. This is borne out by Parle Agro winning the Beverage Industry award for the Best Managed Supply Chain 2002 and the . Some examples of distribution decisions include: 1. Market coverage (inclusive. selective. Transportation 9. Inventory manage ment 5. or exclusive distribution) 3.DISTRIBUTION (PLACE) DECISIONS: Distribution is about getting the products to the custo mer. Distribution centers 7.

Promotional strategy (push. etc) 2. Ja msedpur(Tata) and Patna is the main distribution center of frooti in Jharkhand and Bihar PROMOTION DECISIONS: In the context of the marketing mix. Promotion decisions include: 1. that is. Marketing communications budget . pro motion represents the various aspects of marketing communication. the Communication of information about the product with the goal o f generating a positive custo mer response. Sales promotions 5.bihar and orisa frooti is running under the swastik fruits product Pvt Ltd. Personal selling & sales force 4. Public relations & publicity 6.Highest Retail Availability in the year 2002. pull. Ranchi. Advertising 3. Frooti¶s excellent distribution system has already been proved in our market survey and analysis where 90% of the respondents agreed that Frooti is readily available to them. In the Jharkhand.

swastika product Pvt Ltd is reva mping its marketing plans in a bid to pro mote its flagship brand µFrooti¶ in the overcrowded category. five years ago. Parle Agro had introduced two characters called Froo and Ti on every 200 ml pack of Frooti as part of its retailing initiative. puzzles and various interactive ga mes. These two characters are being displayed on the packs of the drink. With this move. Froot i was introduced in a new tetra pack packaging in 65 ml quantity whic h is priced at Rs 3. And through tongue twisters. Parle Agro introduced a mysterious character called µDigen Verma¶ and created a hype around this person through an aggressive outdoor campaign which was quiet a success. Recently. the characters are entertaining the children as well as increasing their knowledge about famous personalities and current affairs. the company has taken a different marketing route by launching a host of new retailing and packaging initiatives to pump up volumes. While Froo is an affable girl who is good at studies.00 each . the co mpany expects to share various activities of its target audience--kids.PROMOTION: In a strategic move. These two characters are very different in nature. In fact. Ti is a naughty boy who keeps running after Froo to get his ho me-work done.

CHAPTER.III METHODOLOGY: A) 1) DATA COLLECTION Primary Source y Retailers y Consumers 2) Secondary Source y Website y Magazines and Newspapers B) RESEARCH INSTRUMENTS y Questionnaire y Personal interview C) 1) SAMPLING PLAN Sampling Unit: Who is to be surveyed? y Urban Consumers 2) Sample Size: How many people to be surveyed? y 100 Units (of all age groups) .

3) Sampling Procedure: We have taken sa mple from following areas: 1) 2) 3) 4) 5) 6) 7) 8) 9) 10) 11) 12) Ranchi main Road Kantaoli Harmu Doranda Kanke Road Ratu Road Bariyatu & Morahabadi Namkom Hatia Itki Tatisilwai Argora .

. 3.CHAPTER. The consumers are becoming more health conscious. The market share of NCSD is growing. 2. Great opportunity for Frooti to capture this growing market .IV MARKET SURVEY AND ANALYSIS PREFERENCE OF CONSUMERS 12 % CARBONATED DRINK FRUIT DRINK 80 % INFERENCES 1.

IS FROOTI A HEALTH DRINK? Consumer will perceive any drink as a health drink if he / she think drinking it will benefit his / her health. Health drink consumers should be targeted. This diagra m shows the percentage of respondents who perceive Froot i as a Health Drink. 2. Frooti is not perceived by the majority as a health drink. 18% 25% NO YES CAN¶T SAY 57% INFERENCES 1. .

Less acceptance of green mango flavor among consumers . Less promotion of green mango flavor.CONSUMER AWARENESS REGARDING VARIOUS FLAVOURS OF FROOTI. . MANGO GREEN MANGO FLAVOURS 23% OTHERS 7% MANGO 70% INFERENCES: 1. 3. 2. This diagram shows the percentage of respondents who are aware about the various flavors of Frooti.

This diagram shows the percentage of respondents who think that Frooti should come in other flavours.SHOULD FROOTI COME IN OTHER FLAVOURS? NO 23% YES 77% INFERENCES: 1. .

2. In other flavours. . 3.WHICH FLAVOURS? 40% 35% 30% 25% OTHER 20% 40% 32% GRAPE APINE APPLE ORANGE 15% 10% 20% 5% 8% 0% ORANGE APINE APPLE GRAPE OTHER INFERENCES: 1. consumers have gone for strawberry and le mon. Huge market in flavours other than Mango. 4. Other than Mango. Orange and Pineapple are the most preferred flavours. Consumers want Frooti in other flavours.

2. .IS FROOTI A CHILD DRINK? SALE CANT SAY 11% NO 21% YES 68% INFERENCES: 1. Frooti has market in all age-groups. Frooti is more of a family drink rather than a child drink.

Good de mand for Frooti in the market. Good distribution channel of Frooti.IS FROOTI READILY AVAILABLE? NO 10% YES 90% INFERENCES: 1. 2. . 3. This diagra m shows the percentage of respondents who think Frooti is readily available.

CHOICE OF CONSUMER 5% MANGO SIP 10% MAAZA 25% FROOTI 40% SLICE 20% INFERENCES: 1. Increasing consumer preference towards Fruit juice segment. Emergence of Real as Frooti¶s main competitor. 2. . 3. Growing threat to Frooti¶s leadership in NCSD category.

2. This diagra m shows the percentage of respondents whose buying behavior is influenced by pro motional sche mes. Consumers are attracted towards promotional schemes. 3. Buying decision of consumer can be changed through consumer sche mes.EFFECT OF PROMOTIONAL SCHEMES ON CONSUMER: Chart Title 40% 35% 30% 25% 20% 15% 10% 5% 0% YES NO MAY BE YES NO MAY BE INFERENCES: 1. .

50 45 40 35 30 25 20 15 10 5 0 FROOTI MAAZA SLICE MANGO SIP Column1 ` 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).VALUE FOR MONEY Value for money means the real value of the product in relation to the price of the product.



As Frooti in 65 ml quantity was recently introduced and half of the respondents know about it. . this shows good pro motion and good initial de mand for new packaging.CANT SAY 7% 500 ML NO 43% YES 50% CANT SAY 9% 1000 ML YES 49% NO 42% INFERENCE: 1.

2. Great de mand for 65&200 ml. 3. There is good de mand for all the quantities.CONSUMER PREFERENCE FOR VARIOUS QUANTITIES OF FROOTI 35 35 30 30 25 25 20 15 10 10 5 0 65ml 200 ml 500ml 1000ml 65ml 200ml 500ml 1000ml INFERENCES 1. . Introduction of 65 ml was a good move .

BOTTLE 53% INFERENCE 1) As Frooti was the first to introduce PET bottle packing in NCSD category.CONSUMER RESPONSE FOR THE MOST CONVENIENT FORM OF PACKAGING GLOSS BOTTLE 7% TETRA-PACING TETRAPACING 40% PET . . this shows it was the right move from convenience point of view.

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 . the value of z = 1. Alternate hypothesis (H1) = Fruit Drink is not the preferred factor for which customers looks in Frooti 3.8)/100} =.8(1-.96 4. Level of significance= Let 5% be the level of significance in testing the hypothesis Since the test s two tailed test .25 Drink is the preferred attribute which .8 Z= ¥ {. Null hypothesis(H0)= Fruit customers look for in Frooti 2.TESTING OF HYPOTHESIS Hypothesis 1: 1.81-.

96 4.25 falls within acceptance level in +1. Conclusion: Customers see the Frooti as fruit drinks Hypothesis 2: 1.96.Calculated value Z=.01 5.34 ± .44 Z= ¥ {. Level of significance= Let 5% be the level of significance in testing the hypothesis Since the test s two tailed test . so hypothesis is accepted.44)/100} = -2. the value of z = 1. Alternate Hypothesis(H1)= frooti is not a child drink 3. Null Hypothesis (H0)=frooti is a child drink 2. Calculated value is not fall in acceptance level . Test formula:p -p Z= ¥ {p (1-p)/n} Where p= sample proportion = 44% p¯=population proportion = 34% n= sample size=100 Now .44 ( the hypothesis is rejected .

the value of z = 1. Alternate Hypothesis(H1)= Frooti is not readily available 3.33 5. it can be used by adults Hypothesis 3: 1. Null Hypothesis (H0)= Frooti is readily available 2.9 (1-. Calculated value is fall in acceptance level. Test formula:p -p Z= ¥ {p (1-p)/n} Where p= sample proportion = 90% p¯=population proportion = 91% n= sample size=100 Now .9)/100} = . Level of significance= Let 5% be the level of significance in testing the hypothesis Since the test s two tailed test .Conclusion: The Frooti is not only child drinks.96 4.91 ± .9 Z= ¥ {. so hypothesis is accepted Conclusion: The Frooti is readily available in market .

first to introduce Tetra pack.CHAPTER.available in various quantities like 65 ml. Frooti is a health drink . 5. STRENGTHS OF FROOTI : 1. Quick market responder . Frooti has got a strong Brand Equity. 200 ml. PET bottle packaging in NCSD category. 500 ml and 1 Liter.First packaged Mango drink in Indian market. weaknesses. Efficient distribution network-readily available.Contains Vitamin A. 6. 4. 7.Introduced 65 ml packaging to cater different segments. . Market leader in NCSD category-60% market share.V SWOT ANALYSIS: The overall evaluation of a one¶s strengths. opportunities and threats is called SWOT analysis. Frooti has got a very large quantity basket . 2. Innovative . 3.

which should be major target market for Frooti. Huge untapped market in other flavours Orange. Frooti has limited variety of flavour .only mango and green mango. 3. Pineapples. 4. Margin given to retailers and distributors is less as compared to its competitors. ³Frooti means mango´. 6. 5. 4. Huge untapped unorganized sector in NCSD category. Frooti is not perceived as a health drink. 2. 2. The main target audience of Frooti is kids. As per our survey majority of our respondent didn¶t consider Frooti has a health drink. OPPORTUNITIES FOR FROOTI 1.Brand equity of Frooti is not utilized properly.WEAKNESSES OF FROOTI 1. Growing market share of NCSD category. in the co ming years around 55% of the population will consist of below 35 years in age. 7. Frooti has no brand ambassador. 3. Grape. No brand expansion . syndrome in the mind of consumers. Demographically. .

Increasing health awareness a mong consumers . 2. THREATS FOR FROOTI 1. to .Fruit juice segment consisting of Real and Tropicana is increasing at the rate of 2025% per annum as compared to sluggish growth in other segment.5. Decreasing share in NCSD category . 3.As per our survey 88% of the respondents preferred fruit drink carbonated drink. Presence of huge unorganized market. Competition with global giants . High consumer preference for flavours other than mango and green mango.Coke and Pepsi. 4.

3. 5. pineapple and mix fruit etc. 6. 2. orange. pineapple and strawberry flavor should be made available all over India. to co mpete with MAAZA and other co mpetitors. like Mumbai and Pune. the most striking fact is that Frooti is available in Orange. Now. So. grape. Pineapple and Grape. These flavors are not available in Ranchi and Patna region. the present variants of Frooti in orange. guava. Our main co mpetitor MAAZA is available in many flavors like mango. apple. around80% of the respondents want Frooti in flavors other than mango and green mango like Orange. Frooti in Others Flavors : 1. . especially in the less than 20 agegroup segment. Frooti should also be made available in grape flavor as there is a great de mand for this flavor. 4.RECOMMENDATIONS FOR FROOTI ON THE BASIS OF MARKETING MIX PRODUCT 1. As per our survey.

2. PLACE: 1. It is a nectar drink whic h comes in apple flavor. To capture the huge unorganized sector. Frooti should be pro moted as a retailing chain outlet in India on the lines of Main road which is in the retailing of coffee. Appy fizz is a new product launched by the swastik (franchise o f Parle agro) in Bihar and Jharkhand. Appy fizz is a nectar drink and is in a different segment fro m Frooti which is in the fruit drink segment. The Appy fizz case 1.2. . Parle agro is pro moting Appy fizz as a lookalike for champagne drink and is targeting the upper income class consumers. The reasons for this can be:1. 2. Now the question is that swastik (franchise of Parle agro) has not used the brand equity of Frooti in branding Appy fizz. Retail chain of NCSD in India 2.

The nutrient content of Frooti should be highlighted on the package so that the consumer can become more aware and perceive Frooti as a Health drink. It should also provide more consumer schemes. PROMOTION: 1. swastik can go for more distributor and retailer margins. This move will help frooti to capture a major chunk of the huge unorganized sector which is more than Rs 500 crore. Swastik can also promote Frooti by providing various offering like Refrigerators. 4. this is a highly risky move and requires lot of capital so. But. swastik should first experiment by opening a few outlets. 5. as by getting more margins the retailers and the distributors will promote Frooti more efficiently. 4. this outlet can be used to provide fresh fruit juices in various flavours at a very reasonable price. . 3. This outlet should contain all the variants of Frooti in different flavours and quantities and it should also be served in glasses. Taking the cost consideration into account.3. 2. Also. The quality standard of Frooti should be approved by a reputed authority or organization (like ISO series) and this be promoted.

2. The Brand a mbassador should be someone who symbolizes good health and along with him / her a cartoon character (someone very popular a mong kids) should also be introduced so that Frooti does not loses its current taret audience-kids. SUGGESTION: 1. . 3. For this Frooti should project its brand ambassador who wil l help consumers perceive it as a health drink.BRAND AMBASSDOR FOR THE FROOTI: 1. Frooti can go for Salman Khan as a brand ambassador as he is very popular in India and symbolizes good health. have a Frooti´) Along with him. Character like Scooby Doo or Pokémon to target the kids and both of them should feature together in the advertisement. Frooti is needed to be pro moted as a health drink and should target not only the kids but also the other me mbers of the family. 2. (Punch line can be something like ³ After gym. Frooti should also go for a famous cartoon.

LIMITATIONS: 1. By taking so me initiatives.CONCLUSION: We can conclude the following: 1. pineapple etc on all India basis (We sent an E-Mail to the company but didn¶t get any reply). Frooti can compete with the fruit juice segment comprising of Real and Tropicana. . The corporate office of Parle Agro is situated in Mumbai and so we could not gather information from there but swastik is a franchise of frooti. We could not find the reason why Frooti was not introduced in other flavours like orange. The consumers response to the new packaging (PET botte and 65 ml Tetra pack) of Frooti is positive as shown in the survey . I collect all information fro m Ranchi corporate office of swastika 2. and can maintain its position as a market leader in the NCSD category. mba. ³Philip Kotler´. www.BIBLIOGRAPHY: 1. 3. www. m 5. Business 6. Brand Equity. Economic Times . Millennium edition. Marketing m 7.financialexpress. m 4. www.parleagro.

Any information provided would be used only for academic purpose and kept confidential.QUESTIONNAIRE Dear Sir / Madam: This questionnaire is part of a market study being conducted by me. Age: 3. Which fruit Drinks do you like most? y MAZZA y SLICE y FROOTI y REAL y TROPICANA . The aim of the study is to analyze the strategies adopted by frooti in the various stages of its lifecycle. Do you drink Soft Drinks? Yes / No 6. Name: 2. If yes. Contact No: 5. which Soft Drinks? Carbonated Drinks / Fruit Drinks 7. . Occupation: 4. 1.

Which drink give you more value ? y Frooti y Mazza y Slice y Real y Tropicana y Jumping 15.8. Do you think advertising influence you to drink Frooti ? Yes/No 14. Do you know Frooti is available in many packages? Yes/ No y Pet bottle y Tetra pack 16. Is Frooti a child drink? Yes /No 12. Is Frooti readily available ? yes/No Yes/ No 13. Should Frooti come in other flavor? 9. If yes. which flavor? y Orange y Alpine apple y Grape y Other 10. Which packages do you prefer most? y Pet bottle y Tetra pack 17. Is Frooti a health drinks? Yes/ No 11. Do you know Frooti is available in many quantities? y 65 ml y 200 ml .

y 500 ml y 1000 ml y 1500 ml 20. Would you visit another store X. suggestion . What is your opinion of the brand? y Excellent y Good y Fair y Poor 23. if you do not find it at your store? 24. Which quantity do you prefer most? y 65 ml y 200 ml y 500 ml y 1000 ml y 1500 ml 21. Signature PLACE:DATE: . you want to give for Frooti for betterment of product ««. Any recommendation.

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