FRUITZONE INDIA LIMITED

SUBMITTED BY GROUP 6
ABDUL AHAD- MM21MM077
APOORVA MALIK- MM21MM080
MADHUSMITA PATTANAYAK- MM21MM086
ROHAN SINGHANIA- MM21GF072
SOUMYA SAHU- MM21GL094
1.IS THE BUSINESS PROBLEM DEFIED APPROPRIATELY? JUSTIFY YOUR ANSWER.

• The organization has established the management decision to research the company adequately.
• Mr. Hemant, MD of Fruitzone India Limited wanted to launch sugarcane juice
• Instructions were given o MS. Preeti, marketing manager to investigate surroundings for the
launch of the product.
• Couple of days were spent on market study analysis and the health benefits of sugarcane juice
• They identified that it is feasible to launch sugarcane juice
• Sales reports for last five years of the beverage industry were studies
• A detailed analysis was done about the competitors to identify the flavors offered by them and
whether sugarcane juice is offered by any other company.
• Opportunity was recognized to contribute to increase market share and sales
• Advantages and disadvantages were also weighed.
2. CRITIQUE THE OVERALL RESEARCH PLAN PREPARED BY IMI.

India Monitor International (IMI) report:

• IMI conducted research in two phases, exploratory and confirmatory research.
• Exploratory Research is further divided into secondary data analysis, focus group discussion and
in-depth interviews.
Exploratory:
 Secondary Research
• Newspapers, magazine.
• Online data base.
QUESTION 2 CONTINUE…

Focus group discussion:

• Frequent consumers of packed fruit juice were selected.
• Participants were given online survey.
 In depth interview:
• Regional Sale manager and retail store manager were interviewed.
• Roadside sugarcane vendors were interviewed.
 Confirmatory:
• Detailed survey of potential customers.
• Test simulation in selected cities.
 3.WHAT WAS THE RATIONALE BEHIND USING PROJECTIVE TECHNIQUES? WHAT WOULD BE
YOUR SUGGESTION?

• Detailed interviews and group discussions failed to capture the top of the mind (TOM) responses.
• 2 techniques used
Word based Association
Sentence completion
• Customer segments for fruit juices could be better classified based on consumer buying behavior.
• Projective techniques were more accurate and helped retrieve better results from the questionnaires
for research purposes.
4. WAS IMI RIGHT IN CLASSIFYING CUSTOMERS BASED ON BEHAVIOR RATHER THAN DEMOGRAPHIC OR SOCIAL
INDICATORS?

Yes, IMI was definitely right in classifying customers based on behavior because the psychographic indicators
are always better than the demographic and social indicators for doing segmentation.

IMI classified the customer’s demand for sugarcane juice in the basis of the following behaviour indicators:-

• Health consciousness.

• Concerned about preservatives.

• Increased per capita disposable income.

• Hydrating effect and cooling effect.

• Good for working professionals.

• Ease of consumption and ready option for guests.

• For winter, flavors like masala, ginger and lime is delightful for taste.
QUESTION 4 CONTINUE…

Based on secondary research, customers were classified into five categories. Below are few
questionnaires that would fit in the categories.
Information Conscious
• Do you read the ingredients mentioned in the pack?
• Do you compare product information labels to decide which brands to buy?
Health Conscious
• Do you avoid food products with additives?
• Do you eat a lots of green vegetables?
QUESTION 4 CONTINUE…

Price Conscious
• Do you notice when the price of the items change?
• Do you but and stock up products when they are on sale?
Convenience Conscious
• Do you like ready to eat foods and eat them often?
Novelty Tryers
• Do you try new food joints very often?
• Are you a kind of person who would try a new product at least once?
5.EVALUATE THE QUESTIONNAIRE AND SUGGEST CHANGES (IF ANY).
• In first, we can ask the consumer the preferred sugar level. Like is it fine to add some level of sugar or zero sugar?

• Or may be due to concern about realness or preservation?

• Or its due to the packaging formula, might be it seems not worth full foe the given price?

• No changes required.

• Do you really think more exotic and flavored varieties should be added?

• If yes, then ask what would be the min size they want for a quick relief? Or else we can use conscious instead of
excited.

• Or else we can add summer season or sugarcane season

• What do you expecting from a packaged sugarcane juice?

• Among packaged juices, which are your favourite ones, and would you prefer sugarcane juice over your favourite
juice?

• Would you prefer to buy sugarcane juice even in winter?

• Also we can add do you want in transparent design or its fine with normal design?

• Do you consider sugarcane juice as a good factor for health?

 6. DO YOU THINK THE DECISION TO DROP THE POINT OF PURCHASE AT RAILWAY STATIONS AND AIRPORTS FROM THE
CONCLUSIVE RESEARCH WAS APPROPRIATE? GIVE REASONS.

• Yes, As because the respondent / consumer said that they visit the station and airports
once in a while so there is no point to keep the sugarcane juice to be target the railway
and airport. Also there are already outlet for retail and stores so this could be a reason.
• Secondly in airport consumer might not attract towards the sugarcane juice as we
know consumer prefer sugarcane juice mostly to kill the thirstiness. Customer more
willing to buy in Bus stand rather than airport and railway.
• Another reason would be the consumer preference , might be possible consumer
preferring bus stand over airport and railway station. Also the consumer usually buy
juices at grocery chains, food courts, kirana station and road side vendor rather than
railway station and airports.
THANK YOU