INDEX
1.CHAPTER ± I
* Introduction *Scope of project *Objective of project
2. CHAPTER ± II
* Company profile *Industry profile *Beverage preparation section *Sidel section *Marketing strategy *Marketing Mix
3.CHAPTER ± III
*Research Methodology
4.CHAPTER ± IV
*Marketing survey & Data Analysis
5. CHAPTER ± IV
*SWOT Analysis *Recommendations *Suggestion
6.CONCLUSION
7.LIMITATION
8.BIBLIOGRAPHY 9.QUESTIONNAIRE
5. CHAPTER ± IV
*SWOT Analysis *Recommendations *Suggestion
6.CONCLUSION
7.LIMITATION
8.BIBLIOGRAPHY 9.QUESTIONNAIRE
CHAPTER-I
INTRODUCTION A soft drink is a beverage, often carbonated, that does not contain alcohol. (Carbonated soft drinks are more commonly known as soda,pop, tonic,or soda pop in parts of the United States and Canada, or fizzy drinks in the U.K.; sometimes called minerals in Ireland) The name "soft drink" specifies a lack of alcohol by the way of contrast to the term "hard drink". The term "drink", while nominally neutral, often carries connotations of alcoholic content. Beverages like colas, sparkling water, iced tea, lemonade, squash, and fruit punch are among the most common types of soft drinks, while hot chocolate,hot tea, coffe, milk,tap water, alcohol, and milkshakes do not fall into this classification. Many carbonated soft drinks are optionally available in versions sweetened with sugars or with non- caloric sweeteners
SCOPE OF PROJECT 1. Detailed study of the non carbonated soft drinks industry industry in India 2. Analysis of Frooti’s performance against the other prevailing non carbonated soft drinks brands in the country. 3. Analyzing consumer perception based on various parameters such as purchase frequency, effect of sales promotion schemes, brand attributes and con sumer loyalty, packaging
OBJECTIVES OF THE PROJECT 1. To study the taste and preferences of the consumer 2. To study the marketing strategy of frooti in Mumbai 3. To study the marketing mix of Frooti 4. To study the market share of Frooti in the non-Carbonated SoftDrink So ftDrink (NCSD) category
COMPANY PROFILE
Welcome to the Parle Agro family They are a little juicy and a bubbly bunch. They love playing hosts to billion customers & cater to their preferences and, of course, to their taste buds through originality and innovation.They are the Parle Agro family. One of the fastest growing companies in their area of business. and their efforts have complemented the ever-changing face of India, leaving everyone craving for more.
Philosophy They develop their own little philosophy which goes something like this: Our Business Statement: “We are in the business of refreshing India with our products, refreshing the market with new categories and refreshing o urselves through innovation.” Our Vision: “To be the leaders in our business. We will stand apart from the competition by being the first in the market to innovate.” Our Mission: “We will be the leaders in our business by - maintaining high quality, introducing new and innovative products, reaching every part of India, remaining customer-centric, constantly upgrading our knowledge and skills.”
The Family Tree Parle agro’s legacy began over two decades ago. With the sole purpose of providing India with juicy and zestful thirst quenchers. Over the years, ambitions grew. And with that, their family. They are one of the biggest companies with an annual turnover of Rs.10 billion that is expected to touch Rs.30 billion. And growing at a pace that surprises many, sometimes even themselves. Today, every member of family contributes towards their mission of ‘Refreshing India’ by seeping through to millions of hearts with a gush of fun
Water: Bailley- The Fountain of Youth. Give a high-five to someone who is forever young. Experienced yet energetic, pure yet playful. Bailley keeps itself active by regularly making pioneering efforts. It is the first water brand to be issued an ISI certification. The first to launch special four-sided 200ml bottles catering to premium airlines like Jet Airways and British Airways. Considering the fact that the water segment is growing at a staggering rate of 40%, the future is clearly Bailley. Bailley is available in 200ml, 300ml, 500ml, 1 ltr. & 2 ltr. PET and 5 ltr., 20 ltr., & 25 ltr. jars.
Beverages : Grappo Fizz- Another cool drink to hang out with. By far, the ‘Grapest’ member of the family. Here’s Appy Fizz’ cousin - Grappo Fizz. He can rap, he can dance and can almost always do both together. Grappo Fizz comes in the same sleek champagne-bottle shaped bottle as Appy Fizz and sports a label that has his hip-hop attitude all over it. Oh, and of course, you can’t miss his bling. Whether it’s his awesome attitude or sheer ‘grapeness’, Grappo Fizz will surely bring the house down! You can catch Grappo Fizz at www.appyfizz.com/grappofizz Grappo Fizz is available in 300ml, 500ml and 1 ltr. PET.
Saint Juice- 100% Juice. Nothing else 100% Juice. Nothing else. Meet someone who firmly believes that honesty is the best recipe, Saint Juice. Saint Juice is well, the saint of our family. It’s wholesome, rich and, of course, pure. It is made from the finest fruits mixed with honesty and nothing else. Frankly, it’s a simple recipe handpicked fruits happily crushed and squeezed into packs. Nothing more is added, nor is anything taken away. Saint Juice offers the goodness of nature and benefits of fruits. Oh, and not to mention, it also comes in four divinely delicious variants - apple, orange, grape and mixed fruit. For more about Saint Juice, visit www.saintjuice.com Saint Juice variants are available in a 200ml and 1 ltr. Tetra Pak. Appy Fizz-A cool drink to hang out with Meet up and hang out with the most chilled out member of family, Appy Fizz. He’s young, fun and famous. And now, he’s got a new look too. Appy Fizz, the sparkling apple drink was launched in 2005, and he has been the most popular amongst the youth ever since. The stylish, champagne-bottle shaped bottle now has a brand new label that fashionistas will be proud of. Appy Fizz hangs out at cool places like college canteens, discotheques, and high-end restaurants. Hang out with Appy Fizz at www.appyfizz.com Appy Fizz is available in 300ml, 500ml & 1 ltr. PET. Appy-The still apple drink. Meet the most sophisticated member of family. Born in 1986, Appy - the still apple drink, is the most popular and first of its kind in the country. Appy is made from fresh juicy apples. Its new sleek and classy packaging makes it elegantly charming to one and all. Maybe you’ll bump into it at your next banquet or while dining at your favourite restaurant. Appy is available in 200ml & 1 ltr. Tetra Pak and 250ml & 400ml PET Frooti- Mango Frooti Fresh ‘n’ Juicy. Say "Hello" to the oldest member of the family who refuses to grow up. A popular mango drink, that’s been around since 1985. And rated as India’s Most Trusted Fruit Beverage Brand*. It is the brand’s unique ability to change that has kept it true to its essence, “Fresh ‘n’ juicy.” From its launch as a tetra pack, through the PET, triangular shaped pack to the recently launched multiple mangoticon packs reflect just that.The playful and naïve nature of the brand has helped it gain great acceptance with the young and the old, time and again. Little wonder that even after 25yrs Frooti remains the most preferred mango drink, the world over. Available in 100ml, 200ml and1 ltr. Tetra Paks. And 250ml, 400ml, 600ml, 1.2 ltr. and 2 ltr. PET
LMN-Just ask for Lemon Meet the most accomplished thirst quencher ! When you’re thirsty, catch up with LMN Lemon Aqua, the fresh lemon drink packed with Vitamin C and tons of lemony goodness. Well, this drink is really one of a kind. It can turn even a boring meeting or a traffic jam into a refreshingly refreshing experience. Do invite it the next time you’re at home twiddling your thumbs, tired o r just thirsty, for a refreshing time. Available in 100ml and 200ml Tetra Pak and 250ml, 500ml and 1 ltr. PET.
Foods : Confectionery- ButterCup It’s a friend! It’s a magician! No,It’s a toffee! Strike a conversation with the sweet talker o f our family. As they say, ButterCup is sugar, wise and everything nice. Well, this Kidult is just about everybody’s favourite. It’s a fine blend of caramel, butter cream and fun. Not to forget, it’s favourite passtime is tickling taste buds. ButterCup is available in a refill pouch of 100 pcs. and jars of 200 pcs., 400 pcs. and 1100 pcs. Snacks-Hippo You’d be delighted to meet this family member especially when you are hungry. He cares. He cooks. He is Hippo. Hippo is very disappointed with superheroes, intelligence agencies and world leaders. He thinks none care about fighting the world’s biggest enemy, hunger. So, Hippo has taken matters into his own hands and kitchen. To fight hunger, Hippo has made delicious baked munchies in flavours from around the world like Italian Pizza, Yoghurt Mint Chutney, Chinese Manchurian, Hot-n-Sweet Tomato, Thai Chilli, Indian Chatpatta and Arabian Salted. Follow Hippo on Twitter: www.twitter.com/hellomehippo And visit Hippo at www.hippofighthunger.com Hippo is available in Rs.5, Rs.10 and Rs.20 packs
Factories in INDIA
Contact Us (Parle agro’s) Address: Parle Agro Pvt. Ltd. Regd. Corporate Head Office: Off Western Express Highway, Sahar-Chakala Road, Parsiwada, Andheri (E), Mumbai 400 099. Telephone: 022 - 6734 8000
Information & queries: General information:
[email protected] Consumer information:
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Core product The Group is engaged in the manufacturing Mango Drink, Appy Fizz(Carbonated) & Bailey Packaged Drinking Water as a Franchisee of World Renowned Parle Agro Private Limited. PRODUCTS 1 . F R O O T I : It is the flagship brand of swastik fruits product Pvt Ltd (franchise of Parleagro). It was introduced in 1985 and it was the first Fruit Drink to be introduced inIndia. 2 . B A I L L E Y A Q U A : It is a mineral water and was launched in the year 1993. It is one of the firstbrands to get an ISI certification Bailley conforms to stringent BIS Norms. Itundergoes 51 quality control tests includes 32 chemical tests, 9 microbiologicaltests and 10 physical tests and meets international standards laid down by WHO.
Parle Bailley Aqua is unique because it has the same consistent taste across India. This is because of the unique purifying processing system, which removes all minerals and salts and puts back only exact premeasured quantities of salts and minerals necessary for the human body. Bailley Aqua is purified with chemical free natural U.V. Treatment. . 3. APPY FIZZ : An apple drink from swastik franchise of Parle , its available in a sleek, international pack. The brand has been positioned as the champagne of apple drinks due to its unique richness of taste. Unlike ordinary apple drinks, Apply spells style and exclusiveness which makes it a party favorite in the upper crust of the society. Apply is made from freshly picked ripe apples sourced from the rich natural environs of Himachal Pradesh. The clear and crisp Apply Nectar is a premium product available in a 200 ml easy to pour pull-tab opening pack
WHY FROOTI Soft drink market can be divided into two categories:-Carbonated soft drink Non-carbonated soft drink (NCSD). Frooti is the market leader in the NCSD category with around 60% marketshare. The NCSD market is growing but there is intense competition among thevarious segments in this market. The market share of Frooti in the NCSD categoryis on the decline because of the Fruit Juice Segment, which is increasing at the rateof 20% per annum along with the sluggish growth of the Fruit drink segment. Tocounter this onslaught, Frooti has introduced PET bottle packing in 200 ml, 500 mland 1000 ml and Tetra-pack packing in 65 ml quantity. Therefore, we have takenup this project to suggest recommendations to swastik to increase the share of Frooti in NCSD category and to study the market response of the new packaging of Frooti.
ABOUT FROOTI Mango - India¶s national and most premium fruit was a virtually untappedsegment until the year 1985, which saw the launch of Frooti Mango in a trendyconvenient tetra-pack. Frooti Mango is swastik franchise of Parle Argo¶s flagshipbrand and India¶s leading fruit drink with an 85% market share. Now, Frooti alsocomes in PET bottle packing.Frooti is like an Indian ambassador and is a hotfavorite not only in India but all across the world. Frooti is the first tetrapak fruitjuice in India. Launched in 1984, Frooti still holds a dominant position in theRs300 crore tetrapak fruit juice (TFJ) market.Frooti over these years have carvedout a niche for itself in the market. Frooti instantly caught the fancy of Indianconsumer with its tetrapak and some smart campaigns. Initially the drink waspositioned as a kids drink. The product was perceived as a healthy fruit drink bythe mothers . So within a short span of time ,the brand was an alternative to the³unhealthy´ colas. The tetrapak had other benefits also . Fruit juice is a perishableproduct and tetrapak have extended the shelf life of Frooti because tetrapaks have 2layers of paper and a plastic coating that ensured tamper proof and enhanced shelf life.
Lured by the success of Frooti, there were a lot of new launches in theTFJ market. Players like Godrej with Jumpin, kissan etc tried their luck in thismarket but failed to dislodge Frooti. Frooti was positioned as a mango drink that is³Fresh-n-juicy´ For over 7 years, the company promoted the product using thatfamous baseline. The product have tried to create excitement in the market througha series of new variants and packing.
But in late nine tees the brand was facingstagnated sales. The company tried to excite the market with an orange andpineapple variant but both the variant bombed. The came the experiment withpackaging . The YO! Frooti variant came with a slim paper can aimed at thecollege going youth. Worried by the stagnating sales, parle tried to reposition thebrand to appeal to youth aged between16-21. The positioning changed to be morefun based. The package also changed. The old green color of the bottle changed tomore bright mango color with lot of graphics added to it. One of the most famousmarketing campaigns India have witnessed took place during the repositioning.The campaign is the famous ³ Digen Verma ³ campaign. This campaign was considered as one of the most successful teaser campaigns in India. The campaignlasted for 15 days started in February 2001. The campaign was about a facelessperson Digen Verma. There were posters and outdoors all across the markets thathad messages like ³ Who is Digen verma´ ³ Digen Verma was here´ etc. Thiscreated lot of excitement in the market and ³Digen Verma ³became the most talkedabout faceless name at that time. The campaign was executed by Everestcommunication. But the campaign was not followed up and the hype was not translated to long term brand building. Frooti is basically a nectar based drink so itis not 100% fruit juice, it also have some preservatives added to increase the shelf life. Although Frooti did not face much competition in the category it created,competition came from a slightly different category, 100% fruit juices. Parle sawthe emergence of the ³ 100% fruit drink market and launched ³Njoy´ brand but itdid not clicked. Parle could have extended Frooti to this market also .The brandReal from Dabur is the main player in this category. Real effectively positioneditself as a premium healthy drink for adults. Frooti was not able to appeal to adultsand was considered as a mango drink while Real is not restricted to any flavour.Frooti also changed its positioning statement from µ Fresh-N-juicy´ to ³ Juice Upyour life´ which have not clicked with the customers. Although Frooti enjoys acommanding (75%) market share , Frooti is facing stagnation. May be someserious steps should be taken to increase the usage of the product. The launch of PET bottle Frooti is a step in this direction. Recently Frooti also launched a ³Greenmango´ variant just to create some hype in the market. Frooti may have to reposition itself againto appeal to cola drinkers
INDUSTRY PROFILE NON- CARBONATED SFT DRINK INDUSTRY IN INDIA AN OVERVIEW The non-carbonated SOFT DRINK (NCSD) sector can beclassified as Fruit drinks, Nectar and Juices. The classification is based on thepercentage of the fruit pulp content in the beverage. Fruit drink has to haveminimum fruit pulp content of 10%, while Nectar needs to have a minimum fruitpulp content of 25%. The total size of the branded non-carbonated beverages in theorganized segment is estimated at Rs.500 crores. The Fruit drink segment is estimated at Rs.250-300 crores, while the Juice market (Branded & Packaged) is estimated at Rs 150 crores. Nectar is a small category of around Rs 35-50 crores.In the fruit drink category, Parle’s Frooti, Godrej’s Jumpin and Coca-Cola’s Maazaand Pepsi’s Slice are the major brands. In the Nectar segment, the key nationalplayers are - Dabur, Godrej Xs and Parle’s Appy fizz . The two key national levelplayers in the juice segment are Tropicana and Real. Real is the market leader with55-60% market share. Tropicana has an estimated share of 30-35%. Several local /regional brands also exist, besides a huge unorganized sector. The Juice category isthe fastest growing segment at present, estimated to be growing by 20-25% p.a.The fruit drinks category has also been witnessing growth of around 5% p.a.Themain reason for this growth in the NCSD Category is the change of the consumer preference from the carbonated to the non-carbonated soft drink sector mainly dueto increasing Health Awareness among consumers and the Pesticide issue relatingto Coke and Pepsi. In the Fruit Drink segment, Frooti is the clear market leader with around 85% market share but in the NCSD category as a whole, its share hasbeen declining because of the growth in Fruit Juice segment.So, with the growth of the NCSD category, Frooti has to compete with all the segments in this category totake a larger share o f this growth
These are the category of the non carbonate soft drink
Competitors: These are the main competitor of the frooti :*Maaza *Slice *Real *Mango sip *Tropicana Mango sip, Mazza an Slice is main competitor
What is marketing? Marketing is the process by which companies create customer interest in products or services. It generates the strategy that underlies sales techniques, bussiness communication, and business development. It is an integrated process through which companies build strong customer relationships and create value for their customers and for themselves. Marketing is used to identify the customer, to keep the customer, and to satisfy the customer. With the customer as the focus of its activities, it can be concluded that marketing management is one of the major components of business management. Marketing evolved to meet the stasis in developing new markets caused by mature markets and overcapacities in the alst 2-3 centuries. The adoption of marketing starategies requires bussiness to shift their focus from production to the perceived needs and wavnts of their customers as the means of staying profitable. What is marketing strategy? Marketing strategy is a method of focusing an organisation's energies and resources on a course of action which can lead to increased sales and dominance of a targeted market niche. A marketing strategy combines product development, promotion, distribution, pricing, realationship management and other elements; identifies the firm's marketing goals, and explains how they will be achieved, ideally within a stated timeframe. Marketing strategy determines the choice of target market segments,positioning, marketing mix, and allocation of resources.It is most effective when it is an integral component of overall firm strategy, defining how the organisation will successfully engage customers, prospects, and competitors in the market arena. Corpate strategies, corporate missions, and corporate goals. As the customer constitutes the source of a company's revenue, marketing strategy is closely linked with sales.
Marketing strategy of frooti SKU strategy The company is looking at larger pack formats and will focus on a well planned SKU (stock-keeping unit) strategy to addresses 'on-the-go' as well as ' in-home' consumption for Frooti. Among recent introductions have been a one-litre,Pet and 1 pack to cater mainly to in-home consumers and families who prefer staggered consumption. A500ml PET bottle priced rs 25 is another new launch, targeted at on-the-go consumers. Prices of the brand in various SKUs range from Rs5 for a 65 ml pack to Rs 60 for 1500ml pack.
Frooti in tetrapak Parle Agro's Frooti is the leading brand in the tetrapak fruit drink market. The brand witnessed declining sales and strated losing its appeal due to increased competition. To revive the sagging sales and appeal of the brand, Parle Agro decided to relaunch the brand with new positioning and packaging. The case let dicusses about Parle Agro's design and implementation of the brand prelaunch exercise for Frooti. It provides a detailed description of the advertising strategy followed by the company to promate the brand that involved a teaser advertising campaign revoving around a faceless character 'Digen Verma'.
Frooti is 100 % juice Parle Agro has entered the 100-per cent pure juice category with mango Juice. Thebrand frooti was unveiled by Nadia Chauhan, director, Parle Agro, in Mumbai.Targeted at the fast growing segment of consumers who are moving towards 100percent juice, .Creative land Asia has designed the design and packaging of thejuice brand.Frooti has deliberately kept the packaging like mango color, with a view towardsstanding out on retail shelves. The launch campaign (frooti) of the product willinvolve print advertising, point of purchase promotions and internet. ''Most juicebrands do not communicate clearly whether they are nectar, 85-per cent juice or 100 per cent pure juice, who oversees sales, marketing and product development atParle Agro. "Consumers are confused with what they are buying. Only 100 per cent juice is pure juice .frooti Juice is 100 per cent juice." Brands like Frooti and Appy fizz Classic that have established themselves as market leaders in their respective categories, Parle Agro's decision to enter the 100-per cent juice category is in line with the its strategy to have presence across all beverage categories
MAR KETING MIX What is the marketing mix The marketing mix is probably the most famous marketing term. Its elements are the basic, tactical components of a marketing plan. Also known as the Four P's, the marketing mix elements are price, place, product, and promotion.The concept is simple. Think about another common mix - a cake mix. All cakes contain eggs, milk, flour, and sugar. However, you can alter the final cake byaltering the amounts of mix elements contained in it. So for a sweet cake add more sugar!
Marketing decisions generally fall into the following four controllable categories:*Product *Price *Place(distribution) *Promotion
The term ³marketing mix´ became popularized after Neil H. Bordenpublished his 1964 article, The Concept of the Marketing Mix. Bordenbegan using the term in his teaching in the late 1940¶s after JamesCulliton had described the marketing manager as a ³mixer of ingredients´. The ingredients in Borden'S marketing mix includedproduct planning, pricing, branding, distribution channels, personalselling, advertising, promotions, packaging, display, servicing,physical handling, and fact finding and analysis.E. Jerome McCarthylater grouped these ingredients into the four categories that today areknown as the 4 P’s of marketing, Product, price, place and promotion.These four P’s are the parameters that the marketing manager cancontrol, subject to the internal and external constraints of themarketing environment. The goal is to make decisions that center thefour P’ s on the customers in the target market in order to createperceived value and generate a positive response.
PRODUCT DECISIONS: The term ³product´ refers to tangible, physical products as well asservices. Here are some examples of the product decisions to be made: *Brand name *Functionality *Styling *Quality *Safety PRODUCT: A product is anything that can be offered to market to satisfy a want or need. India's first real fruit drink in a Tetra pak is available in- Frooti Mango, Green Mango. Frooti Mango is from premium Indian Mangoes. Frooti has also been introduced in PET bottle packing. Mango Frooti contains vitamin A which is essential for eye sight, growth and healthy skin. Frooti is a delicious and refreshing ready to serve fruit beverage. Frooti comes in Fruit drink segment of NCSD category (NON CARBONATED SOFT DRINK).
Frooti is available in following quantities:65ml (only tetra pack packaging) 200ml (only PET Bottle) 500ml (only PET Bottle) 1000ml (only PET Bottle) 1500ml (pet bottle) Hence, we can see that Frooti has got a very large quantity basket.
PRICE: TETRA PACK PACKAGING
QUANTITY 65ml
PRICE (Rs.) 5.00
PET BOTTLE PACKAGING QUANTITY
PRICE(Rs)
200 mL
12.00
500mL
25.00
1000mL
45.00
1500mL
60.00
In order to maintain its position as a market leader, Frooti is offering its product in different quantities and prices depending upon the consumer requirements, preferences and income levels. As we can see from the above table, Frooti's new 65ml packaging is priced at Rs 5.00 only, tergeting the lower income group and it has also been introduced in PET bottle packaging as it is more cost efective as compared to Tetra-pack packaging to become mre competitive in the market.
PLACE: Frooti is the highest distributed brand in Fruit drink segment with an 85% market shares in India. Frooti reaches more than 10 lakh retail outlets through more than 1500 distributors and wholesalers directly and indirectly. This is borne out by Parle Agro winning the Beverage Industry award for the Best Managed Supply Chain 2002 and the Highest Retail Availability in the year 2002. Frooti's excellent distribution system has already been proved in our market survey and analysis where 90% of the respondents agreed that Frooti is readily available to them.
PROMOTION In a strategic move, swastika product Pvt Ltd(franchisee of parle agro) is revamping its marketing plans in a bid to promote its flagship brand Frooti in the overcrowded category. In fact, the company has taken a different marketing route by launching a host of new retailing and packaging initiatives to pump up volumes. five years ago, Parle Agro introduceda mysterious character called Digen Verma's and created a hypearound this person through an aggressive outdoor campaign which wasquiet a success. Parle Agro had introduced two characters called Froo and Ti on every 200 ml pack of Frooti as part of its retailing initiative.These two characters are being displayed on the packs of the drink.And through tongue twisters, puzzles and various interactive games,the characters are entertaining the children as well as increasing their knowledge about famous personalities and current affairs. These twocharacters are very different in nature. While Froo is an affable girlwho is good at studies, Ti is a naughty boy who keeps running after Froo to get his home-work done. With this move, the company expectsto share various activities of its target audience--kids. Recently, Frootiwas introduced in a new tetra pack packaging in 65 ml quantity whichis priced at Rs 5.00 each
CHAPTER-III
METHODOLOGY :
A) DATA COLLECTION 1) Primary Source *Retailers *Consumers 2) Secondary Source *Website *Magazines and Newspapers B)RESEARCH INSTRUMENTS *Questionnaire *Personal interview C)SAMPLING PLAN
1)Sampling Unit: Who is to be surveyed? *Urban Consumers 2)Sample Size: How many people to be surveyed? 100 Units (of all age groups)
CHAPTER -IV MARKET SURVEY AND ANALYSIS PREFERENCE OF CONSUMERS
INFERENCES 1. The consumers are becoming more health conscious 2. The market share of NCSD is growing 3. Great opportunity for Frooti to capture this growing market
IS FROOTI A HEALTH DRINK? Consumer will perceive any drink as a health drink if he/she think drinking it will benefit his/her health This diagram shows the percentage of repondents who peceive Frooti as a Health drink
INFERENCES 1. Frooti is not perceived by the majority as a health drink 2. Health drink consumers should be targeted
CONSUMER AWARENESS REGARDING VARIOUS FLAVOURS OF FROOTI
INFERENCES 1. This diagram shows the pecentage of respodents who are aware about the various flavors of Frooti 2. Less promotion of green mango flavor 3. Less acceptance of green mango flavor among consumers
SHOULD FROOTI COME IN OTHER FLAVORS?
INFERENCES 1. This diagram shows the percentage of respondents who think that Frooti should come in other flavors
WHICH FLAVORS?
.
INFERENCES 1. In other flavors, consumers have gone for strawberry and lemon 2. Consumers want Frooti in other flavours 3. Huge market in flavours other than mango 4. Other than Mango, orange and pineapple are the most preferred flavours
IS FROOTI A CHILD DRINK?
INFERENCES 1. Frooti is more of a family drink rathe than a child drink 2. Frooti has market in all age-groups
IS FROOTI READILY AVAILABLE?
INFERENCES 1. This diagram shows the percentage of repodents who think Frooti is readily available 2. Good distribution channel of Frooti 3. Good demand for Frooti in the market
CHOICE OF CONSUMER
INFERENCES 1. Emergence of Real as Frooti's competitor 2. Growing threat to Frooti's leadership in NCSD category 3. Increasing consumer preference towards Fruit juice segment
EFFECT OF PROMOTIONAL SCHEMES ON CONSUMER
INFERENCES 1. This diagram shows the pecentage of repodents whose buying behavior is influenced by promotional schemes. 2. Consumers are attracted towards promotional schemes 3.Buying decision of consumer can be changed through consumer schemes
VALUE FOR MONEY
INFERENCES This diagram shows the satisfaction the consumer derives by consuming the product in terms o money in a 1-5 point scale given o the y-axis f the diagram (1 indicating BEST and 4 the WORST)
CONSUMER AWARENESS REGARDING PACKAGING OF FROOTI
INFERENCE 1. Consumer is well aware of packaging of Frooti
CONSUMER AWARENESS REGARDING AVAILABILITY OF VARIOUS QUANTITIES OF FROOTI
INFERENCE 1. As Frooti in 500 ml quantity was recently introduced and half of the respodents know about it, this shows good promotion and good initial demand for new pakaging.
CONSUMER PREFERENCE FOR VARIOUS QUANTITIES OF FROOTI
INFERENCE 1. There is good demand for all the quantities 2. Great demand for 65 & 200 ml 3. Introduction of 65 ml was a good move
CONSUMER RESPONSE FOR THE MOST CONVENIENT FORM OF PACKAGING
INFERENCE 1. AS FROOTI was the first to introduce PET bottle packing in NCSD category, this shows it was the right move from convenience point of view
CHAPTER-V
SWOT ANALYSIS The overall evaluation of a one's strengths, weaknesses, opurtunities and threats is called SWOT analysis STRENGTHS OF FROOTI
*Market leader in NCSD category-60% market share.2. *Innovative - First packaged Mango drink in Indian market, first tointroduce Tetra pack, PET bottle packaging in NCSD category.3. *Quick market responder - Introduced 65 ml packaging to cater different segments.4. *Frooti has got a very large quantity basket - available in variousquantities like 65 ml, 200 ml, 500 ml and 1 Liter.5. *Efficient distribution network-readily available. *Frooti is a health drink - Contains Vitamin A. *Frooti has got a strong Brand Equity WEAKNESSES OF FROOTI
*Frooti is not perceived as a health drink. As per my survey majority of our respondent didn’t consider Frooti has a health drink. *Frooti has limited variety of flavour - only mango and green mango. *Frooti means mango´, syndrome in the mind of consumers. *Margin given to retailers and distributors is less as compared to its competitors. *The main target audience of Frooti is kids. *Frooti has no brand ambassador. *No brand expansion-Brand equity of Frooti is not utilized properly.
OPPURTUNITES FOR FROOTI
*Huge untapped unorganized sector in NCSD category. *Huge untapped market in other flavors - Orange, Pineapples, Grape. *Growing market share of NCSD category. *Demographically, in the coming years around 55% of the population will consist of below 35 years in age, which should be major target market for Frooti. Increasing health awareness among consumers - As per our survey 88% of the respondents preferred fruit drink to carbonated drink THREATS FOR FROOTI
*Decreasing share in NCSD category - Fruit juice segment consisting of Real and Tropicana is increasing at the rate of 20-25% per annum as compared to sluggish growth in other segment. *Presence of huge unorganized market. *High consumer preference for flavours other than mango and green mango. *Competition with global giants - Coke and Pepsi RECOMMENDATIONS FOR FROOTI ON THE BASIS OF MARKETIG MIX PRODUCT- Frooti in Others Flavors *As per our survey, around80% of the respondents want Frooti in flavors other than mango and green mango like Orange, Pineapple and Grape.
*Now, the most striking fact is that Frooti is available in Orange,like Mumbai and Pune. *These flavors are not available in Ranchi and Patna region. *Our main competitor MAAZA is available in many flavors likemango, orange, guava, grape, apple, pineapple and mix fruit etc. *So, to compete with MAAZA and other competitors, the presentvariants of Frooti in orange, pineapple and strawberry flavor should be made available all over India. *Frooti should also be made available in grape flavor as there is agreat demand for this flavor, especially in the less than 20 age-group segment.
The Appy fizz case
* Appy fizz is a new product launched by the swastik (franchise of parle agro).it is nectar drink which comes in apple flavor. Now the question is that swastik (franchise of parle agro) has not used the brand equity of Frooti in branding Appy fizz. The reasons for this can be :*Appy fizz is a nectar drink and is in a different segment from Frooti which is in the fruit drink segment *Parle agro is promoting Appy fizz as a look like for champagne drink and is targeting the upper income class consumers PLACE
1. To capture the huge unorganized sector, Frooti should be promoted as a retailing chai outlet in India on the lines of main road which is in the retailing of coffee 2. This outlet should contain all the variants of Frooti in differentflavours and quantities and it should also be served in glasses. 3. Also, this outlet can be used to provide fresh fruit juices invarious flavours at a very reasonable price. This move will helpfrooti to capture a major chunk of the huge unorganized sector which is more than Rs 500 crore. 4. But, this is a highly risky move and requires lot of capital so,swastik should first experiment by opening a few outlets. PROMOTION
1. The nutrient content of Frooti should be highlighted on the package so thatthe consumer can become more aware and perceive Frooti as a Health drink. 2. The quality standard of Frooti should be approved by a reputed authority or organization (like ISO series) and this be promoted. 3. Taking the cost consideration into account, swastik can go for moredistributor and retailer margins, as by getting more margins the retailers andthe distributors will promote Frooti more efficiently. It should also providemore consumer schemes. 4. Swastik can also promote Frooti by providing various offering likeRefrigerators.
BRAND AMBASSDOR FOR THE FROOTI
1. Frooti is needed to be promoted as a health drink and should target not only the kids but also the other members of the family. 2. For this Frooti should project its brand ambassador who willhelp consumers perceive it as a health drink. 3. The Brand ambassador should be someone who symbolizes good health and along with him / her a cartoon character (someone very popular among kids) should also be introduced so that Frooti does not loses its current taret audience-kids.
SUGGESTION
1. Frooti can go for Salman Khan as a brand ambassador as he is very popular in India and symbolizes good health. (Punch line can be something like After gym, have a Frooti´) Along withhim, Frooti should also go for a famous cartoon.
2. Character like Scooby Doo or Pokémon to target the kids and both of them should feature together in the advertisement
CONCLUSION
1. By taking some initiatives, frooti can compete with the fruit juice segment comprising of Real and Tropicana, and can maintain its position as a market leader in the NCSD category 2. The consumers response to the new packaging (PET bottle and 65 ml Tetra pack )of frooti is positive as shown i the survey
Limitations
I could not find the reason why frooti was not introduced in other flavours like orange, pineapple etc on all India basis (I have sent an e-mail to the company but didn't get any reply)
