MARKETING

V.S.K UNIVERSITY BALLARI

A REPORT ON
“MARKETING OF FROOTI
(PARLE AGRO PRIVATE LIMITED).”
IN
SHANKAR AGENCIES
KOPPAL.
Submitted in partial fulfillment of the requirements
For the award of
BACHELOR OF COMMERCE
TO
Smt. SHARADAMMA V KOTBAL COLLEGE,KOPPAL.
By

ANEESH JAIN
B.COM FINAL YEAR
Reg No: C1730504

UNDER THE GUIDANCE OF :

Internal Guide External Guide
Mr.WADKI

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DECLARATION

I ANEESH JAIN Student of B.com final year, Smt Sharadamma V

Kotbal College from Vijayanagara Shri krishnadevaraya University,Bellari. I here
declare that this project report entitled “MARKETING” a study at “SHANKAR
AGENCY” is result of my own efforts and my indebtedness to other work
publications,references if any,have been duly acknowledged.

I also declare that this project is result of my own efforts and has not been
submitted to this university earlier or any other university for the award of any
degree or diploma.

I also declare that, I have fulfilled all the provisions of convenant governing
the in-plant training.

Place-Koppal

Date-

ANEESH JAIN

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ACKNOWLEDGEMENT

On the very outset of this report, I would like to extend my sincere &
heartfelt obligation towards all the personages who have helped me in this endeavor.

I am very glad to present this report on “MARKETING”, a project at

“SHANKAR AGENCY”

At the out, I would like to convey my sincere thanks to authorities of

“SHANKAR AGENCY” For permitting me to conduct a survey and to complete this
project training and write this report.

I am extremely thankful to Mr Manju kumar , Manager of SHANKAR

AGENCY and others who have directly or indirectly helped me in the organization
and for their valuable suggestions by providing me all the required data for study.

I am extremely thankful and pay my gratitude to our Principal sir ,

Mr Rajrajeshwar Rao Sir who has constantly guided throughout the project.

I wish to express sense of gratitude to our co-ordinator Mr.WADKI Sir And

other staff members for providing me facilities in completion of the project.

Lastly, I express my gratitude to my Family & Friends for the encouragement and
moral support.

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S.NO INDEX
1. Company Information
1.1 About The Company
1.2 Company Details And Area Occupied
1.3 Current Achievements
2. About The Food & Beverages Industry And Major Companies.
2.1 History
2.2 F&B Industry In India
2.3 Food Processing
2.4 Other Sectors In The F&B Industry
2.5 Investments
2.6 Government’s Initiatives
2.7 Global Trends In F&B.

3. Major Products & Brands

4. Organizational Structure

5. Management Style

6. Product And Market

7. History Of Frooti And Related Brands.

8. Marketing Activities

9. Steps Involved In Frooti Preparation.

10. SWOT Analysis Of Frooti

11. Competitors Of Frooti

12. Research methodology.

13. Suggestion

14. Limitation Of The Survey

15. Questionnaire
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COMPANY INFORMATION

 1.1 About the company

PARLE AGRO PRIVATE LIMITED

Parle Agro is an offshoot of Parle Products, which was founded in 1929 in British India. It
was owned by the Chauhan family of Vile Parle, Mumbai. The original Parle company was
split into three separate companies owned by the different factions of the original Chauhan
family:

Parle Products, led by Vijay, Sharad and Raj Chauhan (owner of the brands Parle-G, Melody,
Mango Bite, Poppins, Kismi Toffee Bar, Monaco and Krack Jack)

Parle Agro, led by Prakash Chauhan and his daughters (owner of the brands such
as Frooti and Appy)

Parle Bisleri, led by Ramesh Chauha

All three companies continue to use the family trademark name "Parle".

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Parle Agro commenced operations in 1984. It started with beverages, and later
diversified into bottled water (1993), plastic packaging (1996) and confectionery
(2007). Frooti, the first product rolled out of Parle Agro in 1985, became the largest
selling mango drink in India.

The original Parle group was amicably segregated into three non-competing
businesses. But a dispute over the use of "Parle" brand arose, when Parle Agro
diversified into the confectionery business, thus becoming a competitor to Parle
Products. In February 2008, Parle Products sued Parle Agro for using the brand Parle
for competing confectionery products. Later, Parle Agro launched its confectionery
products under a new design which did not include the Parle brand name.In 2009,
the Bombay High Court ruled that Parle Agro can sell its confectionery brands under
the brand name "Parle" or "Parle Confi" on condition that it clearly specifies that its
products belong to a separate company, which has no relationship with Parle
Products.

 1.2-COMPANY DETAILS AND AREA OCCUPIED

 Type Of The Company

Private Limited Company.

 Traded As
Unlisited

 Industry
Food And Beverage

 Founded 1984
 Headquarters
Vile Parle (East) Mumbai, India.

 Area Served Worldwide

 Key people
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Prakash Jayantilal Chauhan (Chairman & Md)
Schauna Chauhan (Ceo)
Alisha Chauhan (Director)
Nadia Chauhan (Director)
 Products

Frooti, Appy, Bailley, Frio Cola, Frio Orange, Frio Lemon, Dhishoom

 Revenue

Parle Agro Private Limited's operating revenues range is Over INR 500 cr for
the financial year ending on 31 March, 2019. It's EBITDA has increased by
44.48 % over the previous year. At the same time, it's book networth has
increased by 21.49 %. Other performance and liquidity ratios are available
here.

 Website

ww.parleagro.com

 Growth :

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1.3-Current achievements :

 Parle Agro to achieve 100% recycling of PET Bottles from October 2019
Parle Agro, the largest Indian beverage company, today announced its commitment to
invest over Rs.50 crores in the next three years to implement an end-to-end PET
plastic waste management (PWM) program.

 Parle Agro’s Appy Fizz asks consumers to #RiseUp with new Summer Campaign
Parle Agro, the largest Indian beverage company, today, announced the launch of a
new summer campaign for its fastest-growing brand, Appy Fizz

 Parle Agro signs Varun Dhawan as the new Brand Ambassador for Frooti
Parle Agro, the largest Indian beverage company, today, announced actor Varun
Dhawan as the new face for its flagship brand Frooti.

 Parle Agro signs on Tollywood superstar Jr. NTR as the new face of Appy Fizz
Parle Agro, the largest Indian Beverage company today announced the signing of
Tollywood superstar Nandamuri Taraka Rama Rao Jr., popularly known as Jr. NTR
as the brand ambassador for Appy Fizz in South India.

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2. About the food & bevarages industry and major companies

2.1-History

The history of food and beverage is, of course, as old as humans themselves. However,
there were no major developments until the 19th century, when Nicholas Appert
invented canning and Louis Pasteur developed pasteurisation. These processes made
food a product that could be preserved and packaged for later use.

World War II prepared a fertile ground for innovations in the food industry. As food
was ratione and prices were regulated, better preservatives and flavouring agents were
developed. This paved the way for instant foods.

Improvements in distribution are a major part of the development of the food industry.
Before the Industrial Revolution, people consumed food and drinks mainly from local
markets. Today, thanks to transportation and cold storage facilities, food can be taken
to stores anywhere.

Statistics

By market size, the top ten countries for the overall food and beverages (grocery)
industry are the US (about $1.7 trillion, according to approximations from various
sources), China ($700 billion), Japan ($600 billion), India ($400 billion), Russia
($350 billion), Brazil ($250 billion), Germany ($225 billion), France ($200 billion),
UK ($180 billion), and Indonesia ($175 billion).

2.2-F&B industry in India

India is expected to become the fifth largest consumer market in the world by 2025,
according to a paper prepared by the Confederation of Indian Industry (CII) and Grant
Thornton.

Food and beverages is the biggest of the consumption categories. The F&B sector is
supported by the vast agriculture sector: India is the biggest producer of pulses, and the
second biggest producer of rice, wheat, sugarcane, and fruits and vegetables.

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It is also the biggest producer of milk and buffalo meat and ranks fifth in poultry
production. The other helpful factors: large extents of arable lands, favourable climate,
long coastline, and low wages.

The liberalisation of the economy in the early 1990s minimised business barriers. The
sector has found more avenues to the market with the development of modern retail
systems such as supermarkets. Meanwhile, transportation and storage logistics have
improved.

The huge population (1.27 billion in 2015) and the burgeoning middle class are the
other advantages for the industry. About half the population is under 30 years of age,
and many of them start to earn early and strive to lead a better quality of life.

The higher income levels of consumers give them higher disposal incomes. Lifestyles
have changed, and more families are eating out and trying out different cuisines.
Working couples are increasingly purchasing convenience foods.

Consumers have become more discerning and those in urban areas particularly trust
branded foods for their promise of quality.

A section of consumers have become extremely health conscious. This segment is

moving towards protein-rich foods and fruits and vegetables from carbohydrate-rich or
fat-laden items. Quality-conscious customers have taken the bottled water market to
$50 million.

The beverage industry, excluding alcoholic beverages, is worth about $16 billion. Tea
and coffee are the most popular beverages, followed by soft drinks (carbonated drinks
and juices), health drinks, milk-based drinks, flavoured drinks, and energy drinks.

Half of the tea and coffee consumed in the country is sold unpacked. The alcohol
beverages market is estimated to be worth about $35 billion, with whiskey, beer, and
wine as the most popular drinks.

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The F&B industry would do well to adopt global standards of quality and safety to earn
more consumer trust. The need of the hour is the introduction of Total Quality
Management principles.

2.3-Food processing

Of the nearly $400 billion overall Indian food and beverages industry, the food
processing sector accounts for about $130 billion. It makes up 10 percent of the
agriculture GDP and 12 percent of the manufacturing GDP.

The food processing sector has various sectors including consumer foods (snacks,
beverages, etc.), dairy, meat and poultry, fish, grains and cereals, and fruits and
vegetables. Fruits and vegetables and meat and poultry take the lion’s share of about 40
percent of the total household consumption.

Technology, mainly IT, has helped the industry evolve from just preserving and
packaging food to manufacturing foodstuff according to consumer demand. However,
it is yet to take full advantage of technology to reduce wastage. The other main
problems are lack of credit; lack of clarity in government policies and in food safety
laws; and shortage of employable manpower.

2.4 -Other sectors in the F&B industry

Food retail

Not only in cities, modern food retail has grown in small towns, too. However, nearly
70 percent of the business is in the unorganised sector.

The Food Safety and Standards Act, 2006, has given the organised retailers a shot in
the arm as they can conform to the regulations better. Increasing urbanisation is helping
the sector grow.

However, high real-estate prices are a worry along with the lack of cold storage and
problems in supply chain management.

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Online grocery supply

Although grocery supply online is still in its early days, the convenience and price
factors are making it more popular in urban areas.

Online stores are able to offer attractive discounts and larger variety. Increase in the
number of Internet users is expected to boost prospects.

The main challenges are customers’ desire to actually see the products they are buying,
especially perishables, and dependable computer systems.

Dairy

The Indian dairy sector was estimated to be worth $70 billion in mid-2015. The growth
is mainly owing to the White Revolution. India will likely produce 180 million tonnes
of milk worth $135 billion by 2020. Technology has come to the aid of the dairy sector,
with ultra-high-temperature processing, aseptic packaging, and membrane processing.
The main challenges for the sector are rising prices of fodder and lower milk yield of
Indian cows and buffaloes.

Cold storage

India has a cold storage capacity of 30 million tonnes in 6,000 units, 90 percent of them
owned by private companies. The demand is expected to increase to over 45 million
tonnes. Lack of skilled manpower to handle food according to the norms is a major
challenge.

2.5- Investments

The Indian Brand Equity Foundation (IBEF) quotes figures from the Department of
Industrial Policies and Promotion to say that the food processing sector received
foreign investments of $6.4 billion from April 2000 to June 2015. The CII believes that
the food sector has the potential to receive investments worth $33 billion before 2025.

Among the recent major investments likely in the sector is Amul’s plan to invest $753
million to set up ten milk-processing plants and improve existing plants to scale up
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milk production to 32 million litres per day by 2020 and ITC’s decision to invest $120
million to set up a food processing unit in Telangana.

2.6-Government’s initiatives

The government has prepared a Vision Document 2015 to promote food processing
industries. It has set up a $20 million international food park in Punjab and is planning
42 “mega food parks.”

More degree courses in food processing and an entrepreneurship programme are to be

started and training centres set up.

The Union Budget for 2015-16 unveiled a corpus fund of ₹2,000 crore to provide
cheaper credit. The excise duty on plant and machinery has been reduced to 6 percent
from 10 percent.

Most importantly, for consumers, the Food Safety and Standards Authority of India has
issued regulations quality and safety standards for food products.

2.7-Global trends in F&B

Taxes and regulations

With consumer awareness growing, more governments are cracking down on unhealthy
foods. Regulators in some countries have imposed taxes on some items in order to
increase their prices and thereby bring down consumption.
Consumers: Consumers are persuading the food industry to try to tempt them with
nutrition rather than taste. No wonder then that the global health food market is
estimated to touch $1 trillion in 2017 and the health drinks market $400 billion in 2016.

Internet

Customers are now more discerning and have ample data on the Internet to make good
choices. This and the convenience factor are persuading more people to buy food
online.

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Sustainability

Companies are turning to recyclable packaging material and sustainable processes for
the sake of the environment. They are trying to minimise the use of electricity and
water and reduce wastage of food.

Jobs in the F&B industry

Positions in the food sector range from chef and food scientist to quality assurance and
supply chain management professional at hotels and restaurant chains and supermarkets
and retail stores.

Although many jobs do not require special qualification, a degree or diploma in food
sciences does improve the candidate’s CV.

Various courses, including BSc in food technology, nutrition, and food service
management, and specialisations in bakery, beverages, etc., are available in colleges.
However, the job aspirant should realise that the food industry is a hard taskmaster.

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3.major products & brands

 Parle agro brands

Parle Agro Pvt. Ltd operates under three major business verticals:

 Beverages – fruit drinks, nectars, juice, sparkling drinks

 Water – packaged drinking water
 Foods – confectionery, snacks

Parle Agro also diversified into production of PET preforms (semi-finished bottles) in
1996. Its customers include companies in the beverages, edible oil, confectionery and
pharmaceutical segments.

 Beverages
Frooti
Launched In 1985, Frooti Was India's Only Beverage Sold In A Tetra Pak Packaging At
The Time. It Went On To Become The Largest Selling Mango Drink In The
Country. Frooti's Website Has Some Frooti Mocktail Recipes On Their Website.

Appy
Appy Classic Was Launched In 1986 As An Apple Nectar And Originally Available In A
White Tetra Pak Packaging With An Apple And Leaf Graphic. As Of 2011, It Comes In
Black Tetra Pak Packaging. It Was The First Apple Nectar To Be Launched In India.
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Appy Fizz
Launched In 2005, Appy Fizz Is India’s First Sparkling Apple Drink Available In A
Champagne Shaped PET Bottle.

Saint Juice
Launched In 2008, Saint Juice Is Available In Three Variants – Orange, Mixed Fruit,
Grape And Apple. At The Time Of Its Launch, Its USP Was "100% Juice With No Added
Color, Sugar Or Preservatives"

LMN
LMN Was Launched In March 2009, As Non-Carbonated Lemon Drink (Nimbu Paani Or
Lemonade).

Grappo Fizz
Launched In 2008, Grappo Fizz Is A Sparkling Grape Juice Drink. Credited With
Creating The Sparkling Fruit Drinks Category In India, Grappo Fizz Is Along The Lines
Of Parle Agro's Existing Product Appy Fizz.

Dhishoom
In 2012, Parle Agro Launched India's First Jeera Masala Soda, Dhishoom. It Packs A
Flavourful Punch With Every Sip.

Frio
Frio Is A Range Of Flavoured Carbonated Drinks. A Refreshing New Addition To The
Parle Agro Portfolio, It Is Currently Available In 3 Flavours - Lemon, With Sweet Lime
Juicy Notes, Orange, With A Zingy Sweet Burst And Cola, With A Strong Fizzy Punch.

Cafe Cuba
Launched In 19 May 2013, It's A New Product And First Of Its Kind; Cafe Cuba Is A
Carbonated Cuban Coffee, More Of A Bottled Espresso.

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Flavour: Strong Coffee With Little Sugar, Helps To Activate Your Energy Levels Up
High.

Bailley Soda
Launched In 2010, Bailley Soda, With Its Evocative Packaging And Impeccable Taste.
Their Packaging Theme Is Inspired By Military Colours And Also The Bottles Are Made
Like Grenade.

Frooti Fizz
Launched In March 2017, Frooti Fizz Is A Sparkling Mango Juice
Drink. Bollywood Actress Alia Bhatt Has Signed A Deal With Parle Agro To Endorse
The Product Frooti Fizz Is Available In 250ml PET Bottle, 500ml PET Bottle And 250ml
Can.

Water

 Parle Agro Have Launched Bailley Packaged Drinking Water.

 It Has Also Introduced Pouches Of Drinking Water.

Confectionary

 Mintrox Mints (Launched In 2008), Hard Mint Sweets Available In 2 Flavours.

 Buttercup Sweets (Launched In 2008), Hard Boiled Sweets.
 Buttercup Softease, A Toffee Available In 4 Flavours.
 Softease Mithai, A Toffee Available In 3 Flavours.
 Kaccha Aam, A Toffee.

Snacks

 Hippo (Launched In 2008), Baked Snack Available In Six Flavours.

 Hippo Namkeens, Is An Assortment Of Traditional Snacks From Various Parts Of
India. Hippo Namkeens Is Now Available In A Range Of Seven Traditional Indian
Snacks: Aloo Bhujia, Chana Dal, Moong Dal, Sev Bhujia, Masala Peanuts, Khatta
Meetha, Navratan Mixture.

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4. ORGANIZATIONAL 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 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

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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 f u n c t i o n a l 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 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 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.

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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.

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5.MANAGEMENT STYLE

“There will always be a need for some selling. But the aim of marketing is to make selling
superfluous. The aim of marketing is to know and understand the customer so well that the
product or service fits him and sells itself. Ideally, marketing should result in a customer who is
ready to buy. All that should be needed is to make the product or service available.”

Peter Drucker.

Marketing management is the art and science of choosing target markets and getting, keeping, and
growing customers through creating, delivering, and communicating superior customer value.

Autocratic

An autocratic style means 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:

1. The Directive Autocrat makes decisions unilaterally and closely supervises
subordinates;
2. The Permissive Autocrat makes decisions unilaterally, but gives subordinates
latitude in carrying out their work

Paternalistic

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.
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

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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.

Centralization

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.

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6.PRODUCT AND MARKET

Product (business), an item that ideally satisfies a market's want or need.

The noun product is defined as a "thing produced by labor or effort" or the "result of an act or a
process", and stems from the verb produce, from the Latin prōdūce(re) '(to) lead or bring
forth'. Since 1575, the word "product" has referred to anything produced. Since 1695, the word
has referred to "thing or things produced". The economic or commercial meaning of product
was first used by political economist Adam Smith.

In marketing, a product is anything that can be offered to a market that might satisfy a want or
need. In retailing, products are called merchandise.In manufacturing, products are purchased as
raw materials and sold as finished goods. Commodities are usually raw materials such as metals
and agricultural products, but a commodity can also be anything widely available in the open
market. In project management, products are the formal definition of the project deliverables that
make up or contribute to delivering the objectives of the project.

In general, product may refer to a single item or unit, a group of equivalent products, a
grouping of goods or services, or an industrial classification for the goods or services.

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.

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 PRODUCT MIX OF PARLE AGRO PVT. LTD.

The products manufactured by PARLE AGRO 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.

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7.History of Frooti And related brands.

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

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.

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Changes in tag line over the years

‘Mango Frooti, Fresh n Juicy’ has remained the base tagline since the brand launch. In
between, the brand has used new taglines such as:

‘Frooti - Just like that’

‘Fresh and juicy! What a beauty! Mango Frooti!’ ‘Juice
up your Life’

Brand ambassador
Alia bhatt (bolloywood actress)
Varun dhawan (bolloywood actress)

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’.

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Appy Fizz

Appy Fizz is the product beverage of Parle agro pvt. Ltd, Mumbai, manufactured at its
franchise PARLE AGRO Product Private Limited, It is yellowish brown carbonated beverage
with a flavor of ripe juicy apple.

Bailley packaged water

Bailley Packaged Water is the product beverage of Parle agro Pvt.Ltd, Mumbai manufactured at its franchise
parle agro pvt ltd. It is UV treated and ozonised.

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Various product 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 PARLE AGRO product pvt. Ltd.

PRODUCT LINE OF FROOTI AND ITS DETAIL -

Fig.- Product line of Frooti.

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8.MARKETING ACTIVITIES

Market Opportunities

Today there is a growing health and wellness consciousness among consumers and an increasing
importance given to fitness and healthy lifestyle choices. Changing work and lifestyle habits
leave less time for home cooking and therefore spur demand for convenience and ‘complete
nutrition’ from meal replacements. There is a greater inclination to ‘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.

 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 .

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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 parle agro pvt ltd carried
out several promotional activities and vital role in marketing.

PARLE AGRO 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 Shankar agency for fulfilling the various purpose of its market development had been
performed by us.

MARKETING STRATEGY

Strategic market is the process of communicating and sharing data between different
department of an organization to collectively formulate future strategies and implement them
with maximum efficiency. Strategic regarding which markets to serve and with what
products; which brands to extend and at what intervals are developed. The strategic planning
process helps organization view their future goals clearly. Strategic marketing planning
involves planning the brand strategy, the product strategy, the sales promotion strategy, and the
advertising strategy. Before developing any strategy, a firm to first to first develops a
corporate mission statement which explains the business of the organization, and its
customers. Established brands would need quite some time to penetrate the vast and
scattered market. This activity can be started in towns and small cities on a small scale so
that products become price competitive. During winter, the demand would go down but
otherwise, rest of the 8-9 months would witness steady demand..

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MARKET SIZE, GROWTH AND DEMAND

The total fruit beverage market is placed at Rs. 22 billion with the fruit based
beverage market constituting 25% of the overall market. Thus the fruit based market has
currently a potential of Rs. 5.5-6 billion. Until 3 year ago, the market which largely consisted
of fruit drinks was growing at 30% due to its low base. But with the launch of new products
in the niche segments like nectars and juices, the fruit drink market growth reduced to 10%
as compared to 30% growth rate of juices and nectars.

The pure fruit juices segment is estimated at 100 corers and is growing at 40% growth rate
while the synthetic segment is at 10% only. The per capita consumption of juice in India is
estimated at 200 ml, which is expected to rise given china has attained a consumption level
of 1500ml.

As per the study by Mckinsey and CO and CII, the market size of all fruit beverages is
projected to grow very fast to Rs 20 billion level by the year 2000 from Rs 3.5 billion level
currently. This figure is not inclusive of exports. The worth of tetra –pack market is
currently estimated to be around Rs 400 crore , which is 10 % of the total soft drink market.
At present, the tetra-pack market is growing at a rate of 10% - 12%, and in the near future
companies like PepsiCo Inc. (Tropicana) are expecting a growth rate of 40%. But Godrej
foods are skeptical of the growth rates and estimate it to be at 15% due to onslaught of
carbonated soft drinks.

Demand and Supply

Many established brands as stated above have created awareness amongst the consumers
and many of them have started switching over to fruit juice based beverages from the
aerated beverages. Large companies and brands are popular in urban areas.

In- home packs do not witness any seasonality in the market and their distribution patterns
remain normal throughout the year. Out of home packs like 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.

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.

The fruit beverage market in the Indian continent is segmented zone-wise as

follows:

Zone wise Shares

Segment Share(%)

North India 25

East India 20

West Indies 31

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.

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9. STEPS INVOLVED IN FROOTI PREPARATION

1. Blowing of bottle.

2. CIP & Sterilization of plant.

3. Batch making.

4. Pasteurization of batch.

5. Rinsing, filling & capping.

6. Cooling and drying.

7. Inkjet coding and labeling.

8. Cartooning & storing.

1. Blowing of bottle

Preformed bottle for Frooti, comes Parle agro, production of bottles with the help of sidle
blowing machine and compressed air, bottle formed at the rate of 1855 bottle/hr. Volume of
bottle formed for Frooti production is of 200ml, 250, 300ml, 500ml, 1litre and 1.5ltr.

2. CIP & Sterilization of plant

The literal meaning of CIP is clean in place. This process is carried out Regularly per day and
after and before production, it also carried out even when a break in production occurs. The
time taken in doing CIP varies from 4hrs to 6hrs.CIP done at each place/path from the
beverage have to be stored or passed. The following system/tank where beverage passed
should be clean by CIP are namely -

1. CIP of blending tank, Ready beverage tank.

2. CIP of pasteurizer system.

3. CIP of chiller (in case of TCA), filler.

CIP uses mainly caustic (NaOH) of strength 1.5%, for carrying out CIP, particular system
should be connected with CIP. The motor of CIP maintain flow rate of 1800 liter/minute.

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Steps involved in CIP process

Chiller is OFF in these steps

 Pipe line flush with DM water.

 Hot water (80 – 85˚ C)

 Hot caustic soda (85˚ C) flows

 DM water flush

Using Phenolphthalein indicator for checking the caustic is cleaned or not.

 Hot water flow regulate for 30 minuets.

Chiller is ON in this step

 DM Water flush

Sterilization of plant is done for one hour with hot water at 85˚ C, Sterilization is done in CIP
mode to prevent water entering in product line. Filling machine is always in rotation during
sterilization.

The Following Path of Product are Sterilized at Each Cycle –

 Product Line

 Chiller

 Filler

 Pasteurization

 Floor is sterilized by cleaning using Tipol detergent and hot water

4. Batch Making

 Mango pulp preparation

 Sugar syrup preparation

 Beverage preparation

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1. Mango Pulp Preparation

Requirements – Mango Pulp, Bases, Product Water, Citric Acid.

 Mango Used in beverage preparation is Totapari variety.

 Mango pulp comes in a tin pack of 5 – 5.5 kg & in drum pack.

 Pulp weight approx – 5.25 & 212 kg respectively in Tin & Drum pack.

 This can be preserved for about 1 years.

 Volume of 1 batch beverage is 1327 liter. It consist of 215 kg. Pulp & 230 liter
sugar syrup depending upon the brix.

 Other ingredients in one batch is –

1. Product water

2. Citric acid depending upon acidity of beverage.

3. 1 bottle base A

4. 1 packet base C

5. 1 packet base D

 Beverage has ¾ water and ¼ th other ingredients.

2. Sugar Syrup Preparation

 Sugar syrup preparation tank has capacity of 4000 ltr.

 Sugar syrup for 18 batches can be prepared at a time.

 182 kg. Dry sugar is added for 1 batch. Water added ti it’s 60% of 182 kg for 1
batch.

Process

 Water is 1st heated to 60˚C - 65˚C.Dry sugar is then added.

 Citric acid – 0.5%, Indi flow – 0.1%, and Activated carbon – 0.05% is added.

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 Steer mixing temperature of above mixture is maintained up to 85˚C.

 From sugar syrup preparation tank syrup passes through filter press machine.

 Buffer tank capacity 150 ltr contains 6 kg. Indi flow dissolved in 100 lit – 120 ltr
water.

 Filter press machine contains 38 filter papers.

 Indi flow of buffer tank when passes through the filter paper, forms a layer over
the filter paper.

 After which when sugar syrup passes through the filter press machine, the
activated carbon of the syrup forms a layer over indi flow of filter paper.

 This unit then filters sugar syrup and removes all dissolved impurities.

 The filtered Sugar then passes through chiller which drops its temperature from
85˚C to 37˚C.

 This is then stored in sugar syrup storage tank.

 This sugar syrup should have the refract meter reading ranging between 55 - 60˚
brix.

The quantity of sugar syrup (in ltr.) added in Frooti preparation depends upon the
brix of the sugar syrup which is as follows –

Sugar Solution Brix Volume Used (L/Batch)

50 289

51 282

52 276

53 269

54 263

55 257

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56 252

57 246

58 241

59 235

60 230

61 226

62 221

63 217

64 212

65 208

66 204

67 200

68 196

69 192

70 189

3. Beverage Preparation

 Mango pulp along with sugar syrup is taken into beverage blending tank capacity
4000 liters fitted with aerators having 1440 rpm.

 3 batches are prepared at a time. Therefore total pulp required is 645 kg. Obtained
from 123 tin canes. Total syrup required is 690 litres.

 Accordingly other ingredients are added called NABB (Non Alcoholic Beverage
Base).

 This mixture should have refract meter reading 15 ± 0.2˚ brix.

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 This is then homogenized through homogenizer.180 bar (2500 psi) pressure is
maintained in homogenizer.

 Homogenizer breaks the fibers and mixes all the ingredients in beverage to the
size of microns.

 This homogenized mixture is transferred to ready beverage TCA tank.

 In case of Hot Fill, the blending tank mixture is added with 3 packet of hot fill
base and then homogenized. This is kept in ready beverage hot fill tank.

 Acidity of final beverage is maintained to 0.32 with help of citric acid.

4. Pasteurization of batch

Pasteurizer is basically a PHE with a holding coil. Holding coil holds the beverage for 45 sec
at 95˚C, the flow rate is 1800 ltr/hr – 3000 ltr/hr of beverage is controlled by a flow meter.
Three basic requirements for running the pasteurizer are –

Air – 6 kg/cm².

Water – 1.5 bar.

Steam – 4kg/cm².

Two separate pasteurizer are employed for hot filling and cold filling.

PHE of hot fill pasteurizer has 4 sections namely –

 Preheating section

 Main heating section

 Regeneration Section

 Cooling Section

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PHE of cold fill i.e. for TCA has one more section i.e. Chilling Section

Ready beverage tank

Balance Tank

PHE (Preheating Section)

Deaerator

PHE (Main Heating Section)

Holding Coils (45 Second)

PHE (Regeneration Section)

PHE (Cooling Section 72˚C )

Chilling Section (26˚C) Hot fill filler

TCA Filler

Heating temperature is 95˚C.Filling temperature for cold filling is 27˚C and hot filling is
72±2˚C.

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5. Rinsing, Filling, & Capping (Filler)

Filling is done in counter pressure filter. Empty bottles are rinsed prior to filling with 0.02%
p-3 oxania solution. Capping is done by applying torque by machine. Filling of beverage
done in two different types of filler –

(a) Hot fill filler : After pasteurization temperature of beverage should be maintained
about 70˚ to 74˚ C before filling. Therefore it’s a hot filling process. Hot fill is done
mainly to prevent beverage from contamination.

(b) TCA (Tetra Classic Ascetic) Filler : Paper used in TCA pack is obtained from
TetraPaks company. This pack consist of 6 layers which has laminated aluminum foil.
Packaging sheet is first sterilized by H2O2 and filling is done in presence of hot
sterilized air. Filling temperature of beverage is 20 - 25˚C.Therefore beverage is
chilled to this temperature after pasteurization. Capacity of TCA pack is 65 ml and
two type of sealing is done in TCA pack which is longitudinal and transversal sealing.
Production capacity of TCA pack is 13,200 packets/hour. The tetra pack is mainly
composed of six layers these are –

1. Polythene layer

2. Adhesive layer

3. Alfold layer

4. Printing layer

5. Adhesive layer

6. Printing layer

Test for Tetra Pack Packing :

 Transversal Test

 Longitudinal strip Test

 Conductivity Test

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6. Cooling and Drying

After beverage filling in hot fill filler the packed bottle is passed through cooling tunnel
which drops its temperature to about 37˚C.This is done so as to prevent bottles from getting
deshaped due to heated brewage. After cooling, the bottles have a lot of water droplet on its
surface. Removal of this droplet is necessary for proper labeling and coding .Drying is
achieved by use of high velocity air, supplied by blower and air knives.

7. Inkjet coding and labeling

Inkjet coding is done by special type of ink. The format is as given below –

Best Before (BB) dd/mm/yy

Manufacturing (Mfg) dd/mm/yy

M.R.P. Rs XX/- Product Code A/B

The plastic labels come from the paper product limited, get shrink in warm chamber due to
high temperature 215˚C.

Good and clear impression of coding and wrinkle free labeling is acceptable.

8. Cartooning & Storing

As there is production of Appy Fizz occurs in three volume. For each volume there is
different carton available. For e.g –

Bottle Volume Carton Capacity

200 ml 24 pc

500 ml 24 pc

1000 ml 12 pc

1500 ml 08 pc

Tetra pack(65 ml) 80 pc

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10.SWOT Analysis of Frooti

SWOT ANALYSIS

INTERNAL ANALYSIS EXTERNAL ANALYSIS

STRENGTH WEAKNESS OPPORTUNITY THREAT

DIAGRAMETIC REPRESENTATION OF SWOT ANALYSIS

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Strengths in SWOT analysis of Frooti:

Strengths are defined as what each business does best in its gamut of operations which can
give it an upper hand over its competitors. The following are the strengths of Frooti:

 Novel USP of an “ on the go “ drink: Besides marketing mango as a juice, Frooti

created magic through its tetra pack packaging by making the drink accessible and
easy to consume for everyone.
 Well conceived imagery: From the very early days of its inception Frooti was always
a result of branding success. The name was conceived by the agency and was apt to
the flavor of the drink. The drink has always positioned as youthful and energetic and
the advertisements were way ahead of times even during the eighties with girls clad in
mini skirts and hoola hoops. This made the drink evoke the curiosity of the viewer.
 Packaging: Frooti owes its success as much to its packaging as its flavor and taste. It
was the first drink to be sold in tetra packs and people could carry it around easily and
logistics during distribution was also less challenging.
 Association with Parle: India and Indians have always been closely associated
with brand Parle and all their products including their confectionery and juices have
been widely accepted. The fact that Frooti was associated with Parle gave it a very
desi image in comparison to its competitors Maaza and Slice.

Weaknesses in the SWOT analysis of Frooti :

Weaknesses are used to refer to areas where the business or the brand needs improvement.
Some of the key weaknesses of Frooti are

 Excessive focus on one flavor: While competitors have tried out variants of their
mango based drinks like pineapple or lemon, Frooti has always been associated only
with mango and the only variant it has come up with is the Frooti Fizz which was not
a huge success.
 Failure to adhere to regulations: Frooti was dragged into a major scandal as food
authorities found that there were serious non-compliance in adherence to food safety
standards. This created a lot of negative media publicity for the brand.

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 Failed variants: Though Parle tried to introduce Frooti Fizz as a variant and also
tried brief stints with pineapple all these were a major failure and thus the company
had to depend solely on Frooti and its sales. However, the sales started stagnating and
the brand started losing its sheen.

Opportunities in the SWOT analysis of Frooti :

Opportunities refer to those avenues in the environment that surrounds the business on which
it can capitalize to increase its returns. Some of the opportunities include:

 Growing health concerns: With more and more information available over the
Internet, people are highly conscious of their health today.There is a huge campaign
against aerated drinks and many families have shifted completely from aerated drinks
to fruit juices. This offers a huge potential for drinks in the fruit juice category.

 Hygiene Concerns: People are concerned about hygiene today as food and water-

borne diseases have become increasingly common. Thus they prefer to get store-
bought juices that are packaged hygienically than juices that are freshly prepared
since they are unsure about the quality of water used. This is yet
another opportunity for nectar based fruit juices like Frooti.
 Habitual behavior: With the increase in the number of retail outlets procurement of

fruit juices is no longer cumbersome. Thus consuming fruit juices have become a
common thing today and many use it along with breakfast as well as with between
meals snacks. This habitual behavior is something that juice makers can exploit.

Threats in the SWOT analysis of Frooti :

Threats are those factors in the environment which can be detrimental to the growth of the
business. Some of the threats include:

 Competition: The juice segment is one of the most competitive segments in

the market today. Right from aerated drinks to healthy juice options Frooti has no
dearth of competition. Some of its main competitors include Tropicana, Real, Maaza,
and Slice.

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11. COMPETITORS OF FROOTI

Competition: The juice segment is one of the most competitive segment in the
market today. Right from aerated drinks to healthy juice options Frooti has no death of
competition. Some of its main competitors include Tropicana,Real,Maaza and Slice

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.

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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 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.
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Slice - Pure Mango Pleasure

Brand History

Slice was launched in India in 1993 as a refreshing mango

drink and quickly went on to become a leading player in the
category.

In 2008, Slice was relaunched with a 'winning' product formulation which made the
consumers fall in love with its taste. With refreshed pack graphics and clutter breaking
advertising, Slice has driven strong appeal within the category.

Brand Advantage

With the launch of “Aamsutra” campaign in 2008 along with a winning taste & most
appealing pack graphics, Slice created disruptive excitement in the category and
celebrated mango indulgence like no other.

While other players have portrayed mango as a simple and innocent fruit, Slice
celebrates the indulgence and sensuality of consuming a Mango. The creative idea
“Aamsutra” communicates the art of experiencing pure mango pleasure through the taste
of Slice.

As a first ever by any brand in the Juice and Juice Drinks Category, Bollywood’s
reigning Diva, Katrina Kaif was signed on as the Brand Ambassador on Slice.

Slice took INDULGENCE to a new level in 2009 with the launch of the ‘Slice Pure
Pleasure Holidays’, giving its consumers a chance to win luxuriant all-expense-paid
holidays to their dream European destinations like Paris, Vienna, Greece and Venice.
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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).
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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.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.
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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.
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12.RESEARCH METHODOLOGY

TYPE OF RESEARCH: Descriptive Research

TYPE OF DATA COLLECTED: Primary Data and secondary data.

PRIMARY DATA COLLECTION METHOD: Market 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 market survey in the koppal city.

SAMPLE: It is group of people selected from the universe for the study.

SAMPLE SIZE: 350 Retailers in koppal city.

SAMPLE UNIT: Retailers

STATISTICAL TOOLS USED FOR ANALYSIS: Table, Charts, Graphs and pie- charts.
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13.Limitation of the Survey

 Few people were not responding as we expect from them and they were reacting for the

survey is conducted for false purpose.

 Some of the responses might be biased.

 Most of the survey was carried out in and around Ranchi city.

 It is wholly based on primary data.

 As the time was less for conducting the survey, so the survey could not be conducted in a

large area.

14.SUGGESTION

 Need improvement in supply and distribution during the summer season.

 It should provide some extra scheme for retailer and salesman.

 It should provide board, banner, and other advertising tools to the retailers.

 A.G.M should also visit at regular interval in the small area.

 The salesman should be trained to be friendly with retailers.

Monitoring should be continued every time so the entire market can be covered
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Finding/Conclusion
1. Frooti and other soft drinks are mostly sale in the general store so we can say that the
better place for improving sale is the general store and after that other place is the pan
shop.

2. In the outlet the mostly soft drink are available and Frooti and Maaza are the more
frequent soft drink which is found and other soft drinks are available i.e. Slice, Jump in,
Dabur real.

3. According to the retailer the nearest competitor of Frooti is the Maaza and Slice.

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

5. The distribution network of the Frooti brand is good as regards to their near competitors
like Maaza and Slice. According to the retailer point of view because the manufacturing
unit of Frooti is found in this state.

6. The maximum selling of the bottle and TCA pack is in 200ml, 500ml, and 1000ml. So
the best preferred size is 200ml and 500ml.

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

8. In the market the most customer age segment is the 15 to 35. They are the prominent to
visit the retail shop and purchase the soft drink. So the brand need to focus on this
segment of customers.

9. According to the mostly retailer opinion the price of soft drink is high so the
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10. Branded company need to change the price of the soft drink that helps to increase the
sales.

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

12. The advertising media is the most prominent than other media so we can say that for
improving sale of fruit soft drink should be use this media and that will affect the sale in
the market.

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

14. According to response the sale promotion is increase if the brands provide free bottle
scheme in the case and also favor in the discount should provide to purchase of product.

15. According to retailer perception time to time new scheme should be provide and regular
supply is necessary in the market that improve the sale. Company should also provide the
refrigerator for the own product refrigeration.

16. In the market the Maaza brand is the no. one position in providing the freeze to the retail
shop and Frooti is the no. two position so Frooti need to improve in providing the freeze
to outlet with better service.

17. Mostly retailers are satisfied with company provided freeze.

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QUESTIONNAIRE

SECTION A
1.What would you prefer when you are thirsty (except water)

a) soft drink
b) Fruit juices
c) Lemonade
d) Energy drinks

2. What taste or flavor you like the most

a) Mango
b) Orange
c) Lemon
d) Other_________________

3. which type packing do you prefer?

a) Glass
b) Tetra pack
c) Pet bottles
d) Doesn’t matter

4. which brand of fruit juice do you prefer (rate according to your preference)

a) Frooti
b) Real juice
c) Minute maid
d) Tropicana
e) Maaza
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5. Rate frooti on the basis of given factor

a) Taste
b) Sugar
c) Flavor
d) Packaging
e) Advertisement

6. How often do you consume frooti in a week?

a) Once b)More than once c)Occasionally

7. Do you prefer frooti during parties and outing?

a) Yes
b) No
c) Sometimes with drinks

8.Frooti is nutritional drink-

a) Strongly agree
b) Agree
c) Neutral
d) Disagree
e) Strongly disagree

9. From where do you buy frooti usually?

a) Retail store
b) General store
c) Super market
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10.According to you frooti is a drink for which age group?

a) Kids
b) Teenagers
c) Adult
d) For all of them

11.Do you like frooti advertisements?

a) Yes
b) No

12.Should frooti come up with new flavor?

a) Yes
b) No
c) Can’t say
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SECTION-B

Details of respondents

Name-______________________________________________

Gender- Male

Female

Other

Age______________

Contact Number___________________