PRODUCTS OF PARLE AGRO PRIVATE LIMITED, MUMBAI

AT
FRUITS PRODUCT PRIVATE LIMITED
&
SWASTIK AQUA PRIVATE LIMITED
TATISILWAI, RANCHI – 835103
JHARKHAND

SUBMITTED TO:- SUBMITTED BY:-

Mr. VIJAY ANAND DUBEY RANJIT KUMAR

CHOUDHARY

(Professor) PGDM 2009-2011

2
 Forwarding

I have great pleasure in forwarding this project report

of “Ranjit kumar choudhary” entitled “competitive
analysis of FROOTI and it’s competitor” which was
carried out under my supervision and guidance for the
partial fulfillment of his Post Graduation Diploma in
management under “Business School of Delhi”,
Greater Noida” .AICTE approved.”
he had carried out this work during the
period of 05th may 2010 to 04th July 2010 at “Swastik
Fruits Product Private Limited, Ranchi.” he has learnt
about various steps of Marketing along with its supply
chain management.
His conduct was good during stay with us.I
wish all success in her future endeavors.

3
 Mr. R. R. Bakshi
Marketing
Manager

ACKNOWLEDGEMENT

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 discission &
giving necessary advices and guidence.

It is my glowing feeling to place on record my best

regards, depest sense of gratitude to Mr. R.R.Bakshi
(Marketing Manager) and Mr. Sashi Shekhar Da (Depot
Incharge) for their judicious and precious guidance which

4
 were extremely valuable for my study both theoritically and
practically.

Place: Signature:

Date: Name
of the student:
RANJIT
KUMAR CHOUDHARY

PGDM-2009-
2011

Declaration

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 Sir The information has

5
been collected from genuine & authentic sources. The work has been submitted

in partial fulfillment of the requirement of MBA to our college.

Place: Signature:

Date:
Name of the student:
RANJIT
KUMAR CHOUDHARY

PGDM-2009-
2011

Preface
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
6
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 eachand 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.

Place: Signature:

Date: Name of the student:

RANJIT KUMAR CHOUDHARY
PGDM-2009-2011

CONTENTS
1 INTRODUCTION

7
 ➢ Company profile 7-11
➢ Industry profile 12-16
➢ Organizational structure 17-20
➢ Management style 21-22
➢ Product mix & product line 23-33
➢ Marketing activities & Promotional activities 34-35
➢ Marketing strategies 35
➢ Market Size, Growth, & Demand 36-38
➢ Competitors of FROOTI 39-44
2 RESEARCH OBJECTIVES 45
3 RESEARCH METHODOLOGIES 46-56
➢ Sample Design
➢ Field work plan
➢ Questionnaire copy 57-60
4 ANALYSIS
➢ cross tabulation 61-62
➢ analysis 63-77
➢ SWOT analysis 78-80
5 FINDING AND CONCLUSION 81-82
6 LIMITATIONS 83
7 BIBLOGRAPHY 84

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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.

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, 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”.

9
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).

10
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.

11
 COMPANY PROFILE

LOCATION

COMPANY NAME : SWASTIK FRUITS PRODUCT PVT.LTD

COMPANY PROFILE : SALES AND MANUFACTURER

ESTABLISHED IN : 1885

DIRECTOR : BINAY SARAWGI

MAIN OFFICE : SWASTIK HOUSE, UPPER BAZAR,

GANDHI CHOWK, RANCHI
(JHARKHAND)
MARKETING DIV : SWASTIK CHAMBERS, 3rd FLOOR,
GOPAL COMPLEX, RANCHI

12
 MANUFACTURING UNIT/PLANT : 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)
13
• Project Exports Promotion Council of India (PEPC)
• Federation of Indian Export Organizations (FIEO)
Standard Certification
• ISO certification
• HACCP certification

INDUSTRY PROFILE

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:

1.MiningandConstruction
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-

14
 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

15
 • 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.
7. Manufacturing
• Frooti

• Appy Fizz

• Bailley

8. Export
• 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.

16
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.

12. News
• The Pioneer 'Jharkhand Edition'.

17
 SWASTIK GROUP
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.

18
 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 types

Pre-bureaucratic structures
Pre-bureaucratic (entrepreneurial) structures lack standardization of tasks. This
structure is most common in smaller organizations and is best used to solve
simple tasks. The structure is totally centralized. The strategic leader makes all
key decisions and most communication is done by one on one conversations. It
is particularly useful for new (entrepreneurial) business as it enables the
founder to control growth and development.
Bureaucratic structures
Bureaucratic structures have a certain degree of standardization. They are better
suited for more complex or larger scale organizations. They usually adopt a tall
structure. Then tension between bureaucratic structures and non-bureaucratic is
echoed in Burns and Stalker distinction between mechanistic and organic
structures. It is not the entire thing about bureaucratic structure. It is very much

19
complex and useful for hierarchical structures organization, mostly in tall
organizations.
Post-bureaucratic
The term of post bureaucratic is used in two senses in the organizational
literature: one generic and one much more specific . In the generic sense the
term post bureaucratic is often used to describe a range of ideas developed since
the 1980s that specifically contrast themselves with Weber's ideal
type bureaucracy. This may include total quality management, culture
management and matrix management, amongst others. None of these however
has left behind the core tenets of Bureaucracy. Hierarchies still exist, authority
is still Weber's rational, legal type, and the organization is still rule bound.
Heckscher, arguing along these lines, describes them as cleaned up
bureaucracies, rather than a fundamental shift away from bureaucracy. Gideon
Kunda, in his classic study of culture management at 'Tech' argued that 'the
essence of bureaucratic control - the formalisation, codification and
enforcement of rules and regulations - does not change in principle.....it shifts
focus from organizational structure to the organization's culture'.
Functional structure
Employees within the functional divisions of an organization tend to perform a
specialized set of tasks, for instance the engineering department would be
staffed only with software engineers. This leads to operational efficiencies
within that group. However it could also lead to a lack of communication
between the functional groups within an organization, making the organization
slow and inflexible.
As a whole, a functional organization is best suited as a producer of
standardized goods and services at large volume and low cost. Coordination and
specialization of tasks are centralized in a functional structure, which makes
producing a limited amount of products or services efficient and predictable.
Moreover, efficiencies can further be realized as functional organizations
integrate their activities vertically so that products are sold and distributed
quickly and at low cost. For instance, a small business could start making the
20
components it requires for production of its products instead of procuring it
from an external organization.
Divisional structure
Also called a "product structure", the divisional structure groups each
organizational function into a divisions. Each division within a divisional
structure contains all the necessary resources and functions within it. Divisions
can be categorized from different points of view. There can be made a
distinction on geographical basis (a US division and an EU division) or on
product/service basis (different products for different customers: households or
companies). Another example, an automobile company with a divisional
structure might have one division for SUVs, another division for subcompact
cars, and another division for sedans. Each division would have its own sales,
engineering and marketing departments.
Matrix structure
The matrix structure groups employees by both function and product. This
structure can combine the best of both separate structures. A matrix
organization frequently uses teams of employees to accomplish work, in order
to take advantage of the strengths, as well as make up for the weaknesses, of
functional and decentralized forms. An example would be a company that
produces two products, "product a" and "product b". Using the matrix structure,
this company would organize functions within the company as follows:
"product a" sales department, "product a" customer service department,
"product a" accounting, "product b" sales department, "product b" customer
service department, "product b" accounting department. Matrix structure is
amongst the purest of organizational structures, a simple lattice emulating order
and regularity demonstrated in nature.
Weak/Functional Matrix: A project manager with only limited
authority is assigned to oversee the cross- functional aspects of
the project. The functional managers maintain control over their
resources and project areas.

21
 Balanced/Functional Matrix: A project manager is assigned to oversee
the project. Power is shared equally between the project manager and the
functional managers. It brings the best aspects of functional and
projectized organizations. However, this is the most difficult system to
maintain as the sharing power is delicate proposition.
Strong/Project Matrix: A project manager is primarily responsible for
the project. Functional managers provide technical expertise and assign
resources as needed.

ORGANISATION STRUCTURE OF COMPANY

DIRECTOR

Personal Plant Finance Marketing

Logistic Dept.
Manager Dept. Dept. Dept.

22
 Personal Production Finance Marketing
Logistic
Manager Manager Manager
Manager

Asst. personal Maintenance Account Territory

Development Manager
Engineer officer Manager

Staff Electrical Asst A.D.M

officer Account

Laboratory staff Cashier 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.

23
 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.

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
Paternalistic

A more Paternalistic form is also essentially dictatorial; however, decisions

take into account the best interests of the employees as well as the business. A
good example of this would be David Brent or Michael Scott running the
business in the fictional television show The Office. The leader explains most
decisions to the employees and ensures that their social and leisure needs are
always met. This can help balance out the lack of worker motivation caused by
an autocratic management style. Communication is again generally downward,
but feedback to the management is encouraged to maintain morale.

24
Democratic

In a Democratic style, the manager allows the employees to take part in

decision-making: therefore everything is agreed by the majority. The
communication is extensive in both directions (from subordinates to leaders and
vice-versa). This style can be particularly useful when complex decisions need
to be made that require a range of specialist skills: for example, when a
new ICT system needs to be put in place, and the upper management of the
business is computer-illiterate.
Laissez-faire

In a Laissez-faire leadership style, the leader's role is peripheral and staff

manage their own areas of the business; the leader therefore evades the duties
of management and uncoordinated delegation occurs. The communication in
this style is horizontal, meaning that it is equal in both directions, however very
little communication occurs in comparison with other styles. The style brings
out the best in highly professional and creative groups of employees, however
in many cases it is not deliberate and is simply a result of poor management.
This leads to a lack of staff focus and sense of direction, which in turn leads to
much dissatisfaction, and a poor company image.
Centralisation, or centralization, is the process by which the activities of an
organization, particularly those regarding planning decision-making, 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.

25
 TURN OVER OF KOKAR DEPO

Year Turn over

08-09 1.62
09-10 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.

26
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.

Quality-Assurance

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.

27
28
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.

29
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

30
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:

31
 ‘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’.

a. Appy Fizz

Appy Fizz is the product beverage of Parle agro pvt. Ltd, Mumbai,
manufactured at its franchise Swastik Fruits Product Private Limited,

32
Tatisilwai. It is yellowish brown carbonated beverage with a flavor of ripe
juicy apple.

33
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.

34
 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 MRP/PC
PC.
TCA 80 PCS 212.00 2.65 240.00 3.00

TCA JAR 24 PCS 60.00 2.50 60.00 3.00

200ML 24 PCS 216.00 9.00 240.00 10.00

500ML 24 PCS 540.00 22.50 600.00 25.00

1000ML 12 PCS 486.00 40.50 540.00 45.00
1500ML 08 PCS 432.00 54.00 480.00 60.00

35
 Fig.- Product line of Frooti
Product line of Frooti

Top of Form

Frooti 65 ml TCA Frooti Tetra Pack Frooti Pet 200 ml

01 200 ml 03
02

36
 Frooti 500 ml Frooti Pet 1000 ml Frooti 1500 ml
04 05 06

Bottom of Form

PRODUCT LINE OF APPY FIZZ AND ITS DETAIL –

APPYFIZZ BOTTLE/CAS COST PER MRP/C MRP/P

E PC. S C
300ML 24 PCS 432.0 18.0 480.00 20.00
0 0

37
 500ML 15 PCS 378.0 24.3 420.00 28.00
0 3
1000M 12 PCS 518.0 43.1 576.00 48.00
L 0 6

Top of Form

Appy Fizz 300ml Appy Fizz 500ml Appy Fizz 1000 ml

Bottom of Form
Fig.- Product line of Appy fizz

MARKETING ACTIVITIES

38
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 ‘self-
care’ 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 scttered 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
centres etc.

HOME MARKET:outlets in this market cater to people buying

predominantly for home consumption, either by case or loose bootles.

39
 AT WORK MARKET:outlets in this market people working in office
,factories etc.an attempt is also made to make soft drinks redily and
conviently available all day long while people are atively working .

2. PROMONTIONAL ACTIVITIES
Sales promotion ia 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
40
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

41
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 250 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 ‘000MT

1995-96 262.0

1996-97 298.2

1997-98 340.0

1998-99 390.9

1999-00 447.6

2000-01 510.3

42
2001-02 579.2

2002-03 657.5

2008-09 1143.7

2009-2010(estimated) 1343.5

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 25

East India 20

West Indies 31

43
 South India 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 13.8%

1996-97 – 2001-02 14.2%

2002-2009-10 14.%5

COMPETITORS OF FROOTI

Type Fruit juice

44
 Manufacturer The Coca-Cola Company

Country of origin India

Introduced 1976

Variants Maaza Orange, Maaza Pineapple

Related products 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.
History
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

45
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

46
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.

47
Tropicana

Brand History
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.

Brand Advantage
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).

48
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.
49
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.

50
 Objective

➢ To evaluate the major competitors of frooti in the market.

➢ To determine is there is any relation between consumer’s age

group Who likes frooti and price level of frooti.

To analyze let the hypothesis for the given data is as follows:-

Ho = there is no relation between price level and age groups

H1 =yes, there is relation between price level and age groups

➢ To know the satisfaction level of customers about prices of

frooti.

➢ To know the how to improvement of advertising and campaign

of frooti in the market.

51
RESEARCH METHEDOLOGY

52
 Research Methodology

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.

53
SAMPLE: It is group of people selected from the universe for the
study.
SAMPLE SIZE: 200 customers in Ranchi city.

SAMPLE UNIT: Customers

SAMPLING METHOD: Convenience Sampling Method

STATISTICAL TOOLS USED FOR ANALYSIS: Cross

tabulation, Chi Square Test, 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.

54
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 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.

Research can also fall into two distinct types:

55
 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 confronted.

 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 the
duration of the research.

 People may not reply if emails or letters are used.

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 meta-analytic 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.

56
 Types of Research method

Descriptive Research: Descriptive research, also known as statistical research,

describes data and characteristics about 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.

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:

57
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

58
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.

59
 Disadvantages:

• 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.

60
 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:

61
 • 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

Chi Square Test: - It is a non parametric test by which we can test the
difference between the expected (Hypothetical) distribution & the observed
distribution across possible response categories which is present in my
questionnaire.
Cross Tabulation: - It is a joint frequency distribution of observation on two
or more sets of variable of my research topic.

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.

62
• 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.

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.

A graph drawing should not be confused with the graph itself (the abstract,
non-visual structure) as there are several ways to structure the graph
drawing. All that matters is which vertices are connected to which others by
how many edges and not the exact layout. In practice it is often difficult to
decide if two drawings represent the same graph. Depending on the problem
domain some layouts may be better suited and easier to understand than
others. There are different ways to store graphs in a computer system.
The data structure used depends on both the graph structure and
the algorithm used for manipulating the graph. Theoretically one can
distinguish between list and matrix structures but in concrete applications
the best structure is often a combination of both. List structures are often
preferred for sparse as they have smaller memory requirements. Matrix
structures on the other hand provide faster access for some applications but
can consume huge amounts of memory.

63
 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.

QUESTIONNAIRE

Questionnaire of Survey Project on “Competitive analysis

of Frooti and its Competitor in Ranchi City”
Dear sir/Madam,

I RANJIT KUMAR CHOUDHARY student of PGDM (2 nd

semester), Business school of Delhi, Greater noida 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

64
NAME: AGE:

GENDER: [ ] Male [ ] Female OCCUPATION:

ADRESS: CONTECT NO.:

QUESTIONAIRE
Q. no. 1 Type of outlet.
(a) General Store (b) Pan Shop
(c) Sweet Shop (d) Canteen.
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.

65
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

66
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

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CROSS TABULATION

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 Case Processing Summary

Cases
Valid Missing Total

N Percent N Percent N Percent

pl * ag 200 100.0% 0 .0% 200 100.0%

price level * age group Crosstabulation

Count

age group

5-15 15-25 25-35 35-45 Total

price very 5 11 11 1 28
level high
High 18 26 14 12 70
Medium 15 21 7 7 50
Low 6 14 8 4 32
very low 4 6 7 3 20
Total 48 78 47 27 200

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 Chi-Square Tests
Asymp. Sig.
Value df (2-sided)
Pearson Chi-Square 11.764a 12 .465
Likelihood Ratio 12.311 12 .421
Linear-by-Linear .150 1 .698
Association
N of Valid Cases 200

a. 5 cells (25.0%) have expected count less than 5.

The minimum expected count is 2.70.

Interpretation:- since here the significance level is 0.465 is less then

0.5.therefore Accept H0 and Reject H1.

Means there is no relation between price level and age groups of

customers who likes frooti.

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 QUESTIONAIRE

Q. no. 1 Type of outlet.

(a) General Store (b) Pan Shop
(c) Sweet Shop (d) Canteen.
Option No. of respondent Percentage
General Store 84 42
Pan Shop 56 28
Sweet Shop 50 25
Canteen. 10 05

Interpretation-
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.

Q. no. 2 Which brand of soft drink you deal in.

(a) Frooti (b) Maaza

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(c) Slice (d) Jump in
(e) Dabur Real (f) Others.
Option No. of respondent Percentage
Frooti 175 87.5
Maaza 150 75
Slice 90 45
Jump in 70 35
Dabur Real 60 30
Others 45 22.5

Interpretation-
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.

Q. no. 3 Which brand is the nearest competitor of frooti brand in your

openion?
(a) Dabur Real (b) Maaza
(c) Slice (d) Jump in
(e) Others.
Option No. of respondent Percentage
Dabur Real 13 6.5
Maaza 84 42

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 Slice 75 37.5
Jump in 25 12.5
Others 03 1.5

Interpretation-
According 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.

(a) Frooti (b) Maaza
(c) Slice (d) Jump in
(e) Dabur Real (f) Others.
Option No. of respondent Percentage
Frooti 60 30
Maaza 54 27
Slice 40 20
Jump in 16 08
Dabur Real 20 10
Others 10 05

Interpretation-

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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.

Q. no. 5 Which is most preferred size of the bottle by customer?

(a) 200ml (b) 300ml
(c) 500ml (d) 1000ml
(d) 1500ml (Use more than one tick)
Option No. of respondent Percentage
200ml 195 97.5
300ml 120 60
500ml 190 95
1000ml 60 30
1500ml 70 35

Interpretation-
According 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?
(a) Yes (b) No

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 Option No. of respondent Percentage
Yes 170 85
No 30 15

Interpretation-
In 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?

(a) 5-15 (b) 15-25
(c) 25-35 (d) 35-45
(e) 45 above
Option No. of respondent Percentage
5-15 42 21
15-25 58 29
25-35 48 24
35-45 32 16

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45 above 20 10

Interpretation-
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.

Q. no. 8 What do you feel about the price of soft drinks

(a) Very high (b) High
(c) medium (d) low
(e) Reasonable
Option No. of respondent Percentage
Very high 24 12
High 70 35
medium 51 25.5
low 36 18
Reasonable 19 9.5

Interpretation-
According 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.

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Q. no. 9 Do you feel a price reduction will increase the sales of branded soft
drinks?
(a) Yes (b) No
Option No. of respondent Percentage
Yes 145 72.5
No 55 27.5

Interpretation-
If 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?

(a) Television (b) Magazine/Newspapers
(c) Display (d) Hoardings
(e) campaign
Option No. of respondent Percentage

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Television 75 37.5
Magazine/Newspapers 40 20
Display 30 15
Hoardings 25 12.5
campaign 30 15

Interpretation-
In 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?
(a) Yes (b) No
(c) No reply
Option No. of respondent Percentage
Yes 120 60
No 45 22.5
No reply 35 17.5

Interpretation-

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Aggressive advertisement is the beneficial promotional activities for the sale
promotion. Maximum retailer are agree from the aggressive advertisement.

Q. no. 12 What kind of promotional activities affect sales mostly?

(a) Free bottle scheme (b) Prize
(c) Discount creates (d) Others
Option No. of respondent Percentage
Free bottle scheme 86 43
Prize 45 22.5
Discount creates 55 27.5
Others 14 07

Interpretation-
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.

Q. no. 13 What are your suggestion to improve the sale?

(a) New scheme (b) Advertisement
(c) Regular supply (d) Credit facilities
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(e) Refrigeration system (Use more than one tick)
Option No. of respondent Percentage
New scheme 180 90
Advertisement 60 30
Regular supply 120 60
Credit facilities 90 45
Refrigeration system 130 65

Interpretation-
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.
Q. no. 14 Which company’s provide you a refrigerator?
(a) Frooty (b) Maaza
(c) Slice (d) Not anyone.
Option No. of respondent Percentage
Frooty 55 27.5
Maaza 75 37.5
Slice 50 25
Not anyone 20 10

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Interpretation-
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.

Q. no. 15 Are you satisfied with refrigerator by company in your outlet?

(a) Yes (b) No
(c) No reply
Option No. of respondent Percentage
Yes 115 57.5
No 45 22.5
No reply 40 20

Interpretation-
Mostly retailers are satisfied with company provided freeze.

SWOT ANALYSIS

81
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 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

82
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 EXTERNAL ANALYSIS

83
STRENGTH WEAKNESS OPPORTUNITY
THREAT

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
➢ Office automation

THREATS:-

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➢ Emergence of competition
➢ Promotional schemes by the competitors
➢ Threats from local assemblers

FINDING AND CONCLUSION

1. From chi square test, after processing the data we got the value the
significance level is 0.465 is less then 0.5.therefore Accept H0 and
Reject H1. Means there is no relation between price level and age groups
of customers who likes frooti.

2. 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.

3. 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.

4. According to the retailer the nearest competitor of Frooti is the Maaza

and Slice.

5. Other soft drink are the Jump in and other local fruits juice.

85
6. 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.

7. According 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.

8. In the market the maximum customer know about the branded soft drink
so this is advantage for the soft drink brand in the market.

9. 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.

10.According to the mostly retailer opinion the price of soft drink is high so
the

11.Branded company need to change the price of the soft drink that helps to
increase the sales.

12.If the price of the soft drinks will reduced then the sales will be increase
as per the given data.

13.In 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.

14.Aggressive advertisement is the beneficial promotional activities for the

sale promotion. Maximum retailer are agree from the aggressive
advertisement.

86
15.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.

16.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.

17. 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.

18.Mostly retailers are satisfied with company provided freeze.

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.

87
➢ As the time was less for conducting the survey, so the survey could not

be conducted in a large area.

BIBLIOGRAPHY

Websites:

➢ www.google.com

➢ www.wikipedia.com

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➢ www.isource.com

➢ www.frooti.com

Books:

➢ Statistical Method by S.P.Gupta.

➢ Research Methodology by C.R.Kothari.

➢ Methodology of research in social sciences by Krishna swami.

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