INTRODUCTION
“A name, term, sign, symbol or special design or some combination of these elements that is intended to identify the goods or services of one seller or a grou group p of sell seller ers. s. A bran brand d diff differe erent ntia iate tess thes thesee prod produc ucts ts from from thos thosee of competitors”.
A brand in short is an identifier of the seller or the marker. A brand name consists of words, letters, and/or numbers that can be vocalized. vocalized. A brand mark is the visual representation of the brand like a symbol, design, distinctive coloring or lettering. A trademark is a brand that is legally protected.
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NECESSITY OF BRANDING: Branding Branding makes it easier for consumers to identify products and services. Brands ensure a comparable quality when products are repurchased. Brands simplify a consumer’s shopping. Choosing a commodity is far more complex than choosing a brand. Commodity selection selection is based on rational left-brain logic. Brands have emotive associations. associations. They can be chosen on a more holistic basis involving involving parallel left and right brain processing. processing. The firms find that brands can be advertised. The firms also get advantage of recognition when brands are on the shelves shelves of the retailers. There There is no confusion confusion between branded branded products products amongst consumers. Branding makes price comparisons difficult. Good brands help build a corporate image. Branding gives added prestige to the marketer. Branding also gives legal protection to the seller. Brand loyalty protects a firm against competition. Branding enables a seller to segment the market. The distributors prefer branding as a guarantee of certain production standard. These are some of the factors, which encourage sellers to brand their products products though though branding branding is a costly Proposition, Proposition, involving involving the costs of packing, packing, labeling, labeling, advertising advertising and legal legal protections. protections.
BRAND STRATEGY DECISIONS: A company has four choices in respect of its brand strategy 1.
Line extensions: extensions: Extend the existing existing brand name in the the existing existing product product category. category.
2. Brand extensions: extensions: Extend Extend the brand brand name name to new produc productt category. category. 3. Multiple Multiple extensions: extensions: Have new new brand brand names names in the same product product category. category. 4. New brands: brands: Invents Invents a new new brand brand name name for for a new new product product category category.
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NECESSITY OF BRANDING: Branding Branding makes it easier for consumers to identify products and services. Brands ensure a comparable quality when products are repurchased. Brands simplify a consumer’s shopping. Choosing a commodity is far more complex than choosing a brand. Commodity selection selection is based on rational left-brain logic. Brands have emotive associations. associations. They can be chosen on a more holistic basis involving involving parallel left and right brain processing. processing. The firms find that brands can be advertised. The firms also get advantage of recognition when brands are on the shelves shelves of the retailers. There There is no confusion confusion between branded branded products products amongst consumers. Branding makes price comparisons difficult. Good brands help build a corporate image. Branding gives added prestige to the marketer. Branding also gives legal protection to the seller. Brand loyalty protects a firm against competition. Branding enables a seller to segment the market. The distributors prefer branding as a guarantee of certain production standard. These are some of the factors, which encourage sellers to brand their products products though though branding branding is a costly Proposition, Proposition, involving involving the costs of packing, packing, labeling, labeling, advertising advertising and legal legal protections. protections.
BRAND STRATEGY DECISIONS: A company has four choices in respect of its brand strategy 1.
Line extensions: extensions: Extend the existing existing brand name in the the existing existing product product category. category.
2. Brand extensions: extensions: Extend Extend the brand brand name name to new produc productt category. category. 3. Multiple Multiple extensions: extensions: Have new new brand brand names names in the same product product category. category. 4. New brands: brands: Invents Invents a new new brand brand name name for for a new new product product category category.
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The following diagram illustrates these four choices:
PRODUCT CATEGORY BRAND NAME
EXISTING
NEW
EXISTING
NEW
LINE EXTENSION
BRAND EXTENSION
MULTIPLE BRANDS
NEW BRANDS
BRAND IMAGE AND BRAND IDENTITY: Brand image is perceptional where as brand identity is inspirational. It means brand identity covers even those perceptions perceptions which a brand manager manager would like to be associated with the brand. It means a brand manager would like a brand image to travel to brand identity, which is the goal. Brand identity is built on reorganizing what the current brand image is. is. We thus thus have have three concepts, concepts, brand image which which leads leads to brand brand identity, identity, of of which a part will be chosen for communication, which is brand position .
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Below is the diagrammatic representation:
BRAND BRAND IMAGE
CURRENT PERCEPTION BRAND IDENTITY
PROPOSED PERCEPTION BRAND POSITION
PART OF BRAND IDENTITY VALUE PROPOSITION CHOSEN FOR COMMUNICATION TO A TARGET AUDIENCE
BRAND PREFERENCES ARE MAINLY BASED ON BRAND EQUITY
BRAND EQUITY:
Brand equity is the value built-up in a brand. It is measured based on how much a customer is aware of the brand. The value of a company's brand equity can be calculated by comparing comparing the expected expected future revenue revenue from the branded branded product product with the expected expected future revenue from an equivalent non-branded product. This calculation is at best an approximation. This value can comprise both tangible, functional attributes (e.g. TWICE the cleaning power or HALF the fat) and intangible, emotional attributes (e,g The brand for people with style and good taste).
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Brand equity comprises the following elements: 1. Brand awareness 2. Brand associations 3. Perceived quality 4. Brand loyalty 5. Other proprietary brand assets
BRAND AWARENESS:
The act of creating public awareness of a specific brand in order to maximize its recognition, successful brand awareness strategies should define a company's uniqueness and set it apart from competitors. Quite simply, if potential customers do not know about a company, they will not purchase from it. Therefore, one of the preeminent goals of any business busine ss should should be to build build brand awarene awareness, ss, albeit albeit in as cost-effectiv cost-effectivee manner manner as possible possible.. Consumers tend to make purchasing decisions based on peer recommendations and direct experience, as well as traditional advertising methods. This is why it is necessary to build brand awarene awareness ss strategies strategies out by instilling instilling trust trust among among consume consumers. rs. This This trust trust must be be achieved through credibility, rather than just a catchy advertising campaign. Promotional marketing involving a one-to-one component is proving increasingly effective at building trust and acquiring new customers.
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BRAND ASSOCIATIONS:
Anything that is connected to the customer’s memory about the brand is an association. Customers form association on the basis of quality perceptions , their interactions with employees and the organization, advertisements of brand, price points at which the brand is sold, product categories that the brand is in, product displays in retail stores, publicity in various media, offerings of competitors, celebrity associations, and from what others tell them about the brand. And this is not an exhaustive list.
Consumers add to brand associations with each and every interaction they have with the brand. All this associations are not formed only due to their interactions with the organizations. Many associations are formed from what others tell customers about the brand. It is absolutely crucial that the company plan each interaction with every customer and relevant others (media, shareholders, employees, government) so as to eliminate even the slightest chances of any negative associations that can emanate from any of these sources.
Associations contribute to brand quality, as strong, positive associations induce brand purchases, besides generating good word-of-mouth publicity. Such associations can also help the company in leveraging the brand, create strong barriers to entry for competitors, give trade leverage to the company and enable the company to achieve differential advantage.
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BRAND LOYALTY: Brand loyalty has been proclaimed by some to be the ultimate goal of marketing. In marketing, brand loyalty consists of a consumer's commitment to repurchase the brand and can be demonstrated by repeated buying of a product or service or other positive behaviors such as word of mouth advocacy. True brand loyalty implies that the consumer is willing, at least on occasion, to put aside their own desires in the interest of the brand. Brand loyalty is more than simple repurchasing, however. Customers may repurchase a brand due to situational constraints, a lack of viable alternatives, or out of convenience. Such loyalty is referred to as "spurious loyalty". True brand loyalty exists when customers have a high relative attitude toward the brand which is then exhibited through repurchase behavior. This type of loyalty can be a great asset to the firm: customers are willing to pay higher prices, they may cost less to serve, and can bring new customers to the firm.
PERCEIVED QUALITY:
Perceived quality is also a brand association, though because of its significance, it is accorded a distinct status while studying brand equity. Perceived quality is the perception of the customer about the overall quality of a brand. In assessing quality, the customer takes into consideration the performance of the brand on parameters that are important to him and makes a relative judgment about quality by assessing competitor’s offerings as well. Therefore, quality is a perceptual entity, and consumer judgments about quality vary.
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Quality perceptions influence pricing decisions of companies. Better quality products can be charged a price premium. Quality is one of the main reasons for consumer preference for a brand in any product category. Thus, superior perceived quality can also be used to position the brand.
OTHER PROPRIETARY BRAND ASSETS:
Proprietary assets include patents, trademarks and channel relationships. These assets are valuable as they prevent competitors from attacking the company, and prevent the erosion of competitive advantages and loyal customer base. Various activities of the firm determine the brand quality. These activities may enhance or diminish the brand value. Activities that are synchronous with the overall vision for the brand enhance equity, and any activity that goes against this overall vision reduces brand equity.
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COMPANY PROFILE
Parle Agro is a company that has always believed in Innovation, Quality and Taste. It has launched fantastic product that have been extremely successful across the country. Their brands Frooti, Appy, N-joi, Appy Fizz and Bailley are leaders in their categories and are household names in India.
They have always been a pioneer in whatever they have done. Frooti- The first tetra pak in India & the first National Mango Drink. Appy- First apple Nectar and First beverage in all black tetra Pak. N-Joi- The first ‘real fruit’ and dairy fresh milk product available in India. Bailley- The First Packaged Drinking Water to be accepted in airlines for in flight consumption. Appy Fizz- Appy Fizz, a connoisseur’s delight, is a gently bubbling sparkling apple drink. As one of the leaders in the Beverage industry, Parle Agro remains at the forefront of the many innovations, which the industry is seeing today. Plans are afoot to launch many new products, which will continue to refresh the Indian consumer.
PARLE AGRO BUSINESS STATEMENT
We are in the business of refreshing India with our products, refreshing the market with new categories and refreshing ourselves through innovation.
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Parle Agro Vision: Our vision is to be the leaders in our business. We will stand apart from the com petition by being the first in the market to innovate, to introduce new products and create new categories.
PARLE AGRO 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.
PRODUCTS
Parle Agro brings to their consumers the magic of premium fresh fruit drinks conveniently packed and available all through the year. Fruit beverages are wholesome, easy to digest, highly refreshing with natural nutritional values as compared to synthetic and aerate drinks. Parle Argo’s fruit drinks are popular with teens and children not only in India, but also in many countries across the world.
FROOTI: India’s first real fruit drink in Tetra Pak is available in three delicious varietiesMango, Chatpatta Aam, Frooti Gauve. Frooti mango is made from premium Indian mangoes.
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Fun loving and ‘Bindaas’ that is what Frooti, India’s national mango drink is all about. Launched in November 1985, Frooti started a revolution in India’s beverage market by becoming the first drink to be sold in cool and convenient Tetra Pak packaging. It was an instant hit with consumers, continues to dominate as the favorite mango drink of Indians. As they say, refreshment doesn’t get any better then a fresh and cool Mango Frooti. Frooti is a natural mango drink, which means it contains actual fruit pulp. Its all year availability ensures that you can enjoy the taste of the beat-grown mangoes conveniently throughout the year. Tetra Pak technology ensures that the drink is preservative free and retains its good quality and freshness. Frooti is available in wide range of pack sizes varying from 65ml Tetra Pak for kids to a to 2L PET bottle for home consumption. However, the classic 200ml Brik pack remains as one of the most popular packs that helped Frooti gain identity and popularity in the initial days of its launch. The recently launched conical Tetra Pak at rs.2.50 is a value for money pack and appeals to anyone looking for just a sip of their favorite drink. Frooti, being one of the favorite Indian beverage brands has a wide appeal extending across age groups and lifestyles. Frooti consumers vary from the kid next door to the hip youngster at a rave party, to the housewife who wants to provide her family with the best quality drink. Overall, Frooti is a fun drink for any time consumption. With its recent pack change, diverse pack and price offerings and international looks, Frooti continues to refresh and woo the Indian audiences.
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A broad preference chart is given below:
SKU
Content
MRP
TG
Brick pack
200ml
Rs.10
Slim pack
200ml
Rs.10
Teens & Young Adults
PET
250ml
Rs.12
Teens Young Adults &
kids
on the go usage PET
500ml
Rs.18
Teens Young Adults & on the go usage
PET
1000ml
Rs.30
Home consumption
TCA
65ml
Rs.2.50
LowerSEC’s, Kids, Adults
N-Joi:
India’s first real fruit and milk drink is available in two varieties, made from premium alphonso mangoes and hand picked strawberries along with easy to digest cow’s healthy milk. N-Joi contains no preservatives. It is full of nutritional goodness and delicious filler. Aimed at young working adults, N-Joi provides consumer with quick refreshing nourishment in their hectic; first paced stressful life. First ‘Real Fruit’ & ‘Dairy Fresh Milk’ drink launched in 2002 in a Tetra-Pak giving the consumer a delicious mix of fresh fruits with the goodness of real milk. It’s a modern new drink ideal for teen and young adults who have fast paced lifestyle.
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Perfect replacement to breakfast and an ideal accompaniment for a sandwich or a snack for who has a racy lifestyle, full of stress with no time for either breakfast or a snack.
N-Joi is a rich source of vitamins, minerals and other vital nutrients. Excitingly different from flavored milk drinks available in the market.
SKU (Tetra pack slim)
content MRP
N-Joi Mango 200ml
27 packs in a case Rs.15
N-Joi Strawberry 200ml
27 packs in a case Rs.15
PARLE BAILLEY: Popularly known as the fastest growing packaged water brand Parle Bailley Aqua is produced at 17 manufacturing units provide the discerning Indian consumer fresh and pure packaged water. Water, water everywhere, but not a drop to drink from the Rhyme of the Ancient Mariner is perhaps a fitting description of the dilemma faced by a lot of Indians today. Access to safe drinking water is a challenge faced by most in India’s cities and villages. It was this pressing need that led Parle Agro to introduce Bailley its brand of packaged drinking water in 1993. Recognized today as one of the leading packaged drinking water of India, Bailley provides a safe and suitable alternative to tap water, in a country where the availability of reliable drinking water is a serious issue. Bailley today features amongst the top 3 packaged drinking water brands in India. It is known for its consistent quality and was one of the first packaged drinking water brands in India to be certified by ISI. Before being bottled, Bailley undergoes
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100% UV treatment, followed with stringent quality tests to ensure that every customer gets the purest water. It has been rated as one of the most natural packaged drinking water brands available in India today. With a range of pack sizes, Bailley seeks to address the consumption needs of reliable drinking water across a host of age groups and occasions. The latest advertising campaign ‘Jitne Badi Pyaas, Utna Bada Bailley’ also highlights this. Currently Bailley is available in 300ml,1 liter and 2 liter PET bottles, and 5 liter and 20 liter bulk jars for in-home and office consumption. Bailey is also the only brand of packaged drinking water to be available in 200ml PET bottles for in flight consumption across major domestic airlines in India. The label design for Bailley in attractive and eye catching blue make the brand look premium and exclusive. Bailleys consumption spans age groups and social classes and is especially popular among adults who seek a better quality of life and a healthier lifestyle. A nationwide availability driven by a strong Franchisee and Distribution network make it the trusted brand of millions of consumers.
APPY:
This deliciously light and refreshing apple drink is made from orchard fresh apples. A favorite with the young generation as a tasty healthy, nourishing drink. Appy an apple nectar is one of India’s great refreshing beverage, making a big splash in the Indian market. Initially introduced in 1986 as an apple drink, Appy was relaunched as an apple nectar in 1993. The brand has seen phenomenal success since then & has gained popularity amongst the teens & young adults who are looking to discover unique &
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mature flavor of a crisp apple. Appy is classy, refreshing apple nectar made of juicy rich apples, which rejuvenates the taste buds, & lends its consumers a touch of class. It is a light and refreshing drink with a distinctly different and crisp taste of best grown apples. The golden yellow color of the drink is compared to champagne. The drink is free of preservatives & is a suitable drink for any occasion. Appy is also a rich source of vitamins; minerals & iron nutrients and is perfect for the health conscious consumer. Appy’s all black pack and graphics break the clutter & make it stand out amongst other juice brands in the market. The pack graphics and the color cue in a premium image to the consumers of the brand. The pull-tab on the pack adds value to the consuming experience. Appy is currently available in 200ml Tetra Pak priced at Rs.10. Consumers across India, particularly teens, fondly associate Appy with special times with friends. Appy is also seen as a perfect companion to enliven every moment of joy & happiness. It’s an exceptional drink that makes you celebrate life. Appy is a bold brand that embodies young values & attitude. Its taste appeals to teens & young adults who are looking to get most out of their life & most out of their drink. Appy continues to build a loyal following amongst its target group who love them. It complements their personality & sets them a breed apart. Its invigorating taste & radical pack has revitalized the beverage category.
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APPY FIZZ: Tantalize and refresh your taste buds with Appy Fizz – a perfect blend of exotic apples, with a ‘zing’ that gives you a light crisp taste of the best-grown apples in India. Appy Fizz, a connoisseur’s delight, is a gently bubbling sparkling apple drink. Its full-bodied flavor embodies a delectable experience to be savored to the very end. The sparkling golden color of the drink adds to the premium ness & lends the drink the look of the premium champagne. Appy Fizz is available in 300ml & 500ml PET bottles with distinctive champagne like appearance. These are light to carry & easy to dispose off! Appy Fizz is sure to add bliss across seasons as it is or as a mixer in your favorite cocktails or mock tails. Appy Fizz is different from regular drinks available in the market. It is a non synthetic caffeine free drink, which has got benefit of real fruit content along with slight zing to liven up every sip. Its light tingling fizz and crisp apple taste in every sip would keep you wanting more.
V3 HEALTH & FITNESS STUDIO V3 Health & Fitness Studio established on OCTOBER 2003 is a woman’s world. A space for every woman, where the mind & body are trained to be a healthy place to live in. here the lifestyle makes one statement “VERVE VIGOR VICTOR”! V3 believes in quality of life. For that quality you must balance the mind and body. At V3 and you will find constant movement in thought keeping your mind young and full of vitality (VERSE) you find a source of endless energy and strength humming
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thorough your body (VIGOR) and creating symmetry within it making you a VICTOR. A variety of group exercise activities are performed on an hourly basis. Classes start from early morning to late evening. The group exercise studio holds classes that range from slow paced low impact classes such as Tai Chi and yoga, to danced based classes such as Bollywood Dhamaka, Jazzercise and Aero-dance to body conditioning classes such as group weight training and traditional step Aerobics class. All the classes have one purpose in mind. That is to serve every woman to reach her goals in fitness both mind and body fitness. To achieve weight loss, toning, muscle definition, relaxation, de-stressing and aver all better quality of life.
PET DIVISION
Polyethylene Terepthalate or PET is non-toxic food grade plastic, hygienic, lightweight and sturdy which makes it a good packaging material. Parle Bailley is packaged in PET bottles and containers. As part of its backward integration, Parle Agro has diversified into the manufacture of PET pre forms in association with Parle International Limited.
The Rs.500 million pre forms manufacturing facility is located at silvassa in the Union Territory of Dadra and Nagar Haveli. Silvassa has a well-developed infrastructure and support network, with excellent communication facilities, easy accessibility by road and rail, low cost power and warehousing. The silvassa factory is ISO 9002 certified, with a capacity of 8, 50,000 Pet preforms and 5, 25,000 closures per day. At Silvassa, Husky and Krauss Maffei machinery are used for preforms
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injection moulding. These machines have high level of automation, accuracy and are capable of handling 15 tonnes of raw material per day to produce up to 13 different styles of preforms. The closures to match the performs are manufactured using hi-tech Arburg and Demag systems. The Silvassa factory caters to the requirements of reputed customers such as Hindustan Lever Ltd, Postman, Pearl Polymers Ltd, Atco Healthcare Ltd, DS Foods Ltd of Pass-Pass fame and customers at Sri-Lanka, Ethiopia, Tanzania, etc. along with Parle Agro’s Bailley Franchisees.
ORGANISATION CULTURE
Parle Agro’s Culture: They at parle, have a closely-knit culture where the workplace is like an extension of the family. Parle Agro’s employees are free to approach their superior or even the top management with any issue, suggestions or concerns and get a fast and constructive response.
Parle Agro’s HR policies are prepared and updated from time to time and guide their employee in the various areas of their work life. Parle Agro Ltd. has an annual appraisal system, wherein different job related parameter have been set at different levels (field and non field). This helps Parle Agro to appraise the performance of their employees as well as identify the training needs. Over 500 highly motivated employees make up the team at Parle’s.
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Parle Agro’s Facilities: Breakfast and Lunch (Buffet) are provided at the canteen in the company’s premises at very affordable rates. Tea/Coffee vending machines are also a meeting point within the organization where a few minutes of relaxation can be enjoyed.
FRANCHISEE NETWORK
It has always been Parle Agro’s endeavor to deliver their products with their freshness and wholesomeness intact at the same M.R.P. through out India. To achieve this, the franchisee business concept was developed for the parle group. Parle Agro franchisee has its own manufacturing unit and distribution system in a defined territory. The franchisee adheres to the stringent quality norms laid by Parle Agro. The presences of franchisees across the country ensures fresh stock availability throughout with minimal lead time, thus saving in transportation, octroi costs and ensuring that the customer gets fresh product with the best quality every time.
GROWTH
Sure Parle Agro is an organization. But that’s to the outside world. To them parleians, it’s family. And like any other family, Parle Agro’s relationship is based on communication and sharing. It was for this purpose that parle had launched ‘Agrowth’ a quarterly magazine that shares achievements, news and events across all their offices.
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What is also aimed to do was inculcate a feeling of oneness and pride among all members of the family. While Agrowth aims at appreciating performance of employees, it also strives to bring out their hidden talents. Employees are encouraged to regularly contribute articles, poems, stories and whatever else they want to share. Agrowth also chronicles important events in every employee’s life. Weddings, birthdays and child birth, for example there is also a column that has inspirational messages and quotes from renowned people. Every issue of Agrowth brings one chosen employee into lime light. The feature covers everything there’s to know about the ‘chosen one’ and bestows upon him a celebrity status. Agrowth isn’t distributed in the office. It is sent to the homes of employees. This not only adds a personal touch to the magazine, but also brings the families of employees into Parle Agro fold. In short, Agrowth is both Aspirational and inspirational at once. It entertains, it stimulates and most important it unites.
EXPORTS
EXPORT Department was established n December 2003. Export sales graph has seen a steep rise of 547% in the year 2004 over 2003. Currently they have 55% growth (Aug 05) over 2004. It is their mission to accelerate the upward trend year after year. Earlier only Frooti mango and preforms was being exported, they exported Frooti green mango, Appy, N-Joi (Strawberry), N-Joi (Mango) and also Bailley water in 200ml,
330ml, 1 liter and 2 liters.
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Parle Agro’s Achievements: Entered in U.A.E and Saudi Arabian market.
Entered U.K market.
Entered Malaysian market.
US market being catered by one buyer-HOS.
Re- Entered in Australia market
Preforms exported to Nigeria.
Frooti Drinks are being exported to: UK, USA, CANADA, UAE, MALAYSIA, SINGAPORE, AUSTRALIA, NEW-
ZEALAND, MOZAMBIQUE, SAUDI ARABIA AND TANZANIA. Pre forms are being exported to:
MALWA AND NIGERIA Bailley is being exported to:
MALDIVES
OBJECTIVE OF THE STUDY
To study the customer preferences among the fruit based refreshing drinks.
To create the awareness about Parle agro Pvt.Ltd Company and its fruit based refreshing drinks.
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LIMITATIONS OF THE STUDY:
The present study is however, subjected to certain limitations which are as follows:
1. Geographic Scope: The sample used for the study has been taken from the Retailers and Consumers of Hyderabad. The results of the study may not, therefore, be applicable to every parts of the country.
2. Frame Error: The sampling frame (i.e., the list of Retailers and Consumers) from which the sample units are selected was incomplete as it takes into consideration only that Retailers and Consumers whom we have contacted.
3. Inarticulate Dealers: Although adequate care was taken to elicit the accurate information from the respondents, some of them have felt difficulty in crystallizing their feelings.
4. The sample chosen is unlikely to be a random sample since each and every
retailer & Consumers does not have equal chance of being included in
the sample.
5. Non-response error occurred when the respondents refused to give certain
information to the questions given in the questionnaire.
6. Due to constraints of time in the short span of 25 days, small sample of around 100
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respondents (50 - Retailers and 50 - Consumers) could be covered.
METHODOLOGY
SCOPE OF STUDY:
Provides an insight into the different parameters such as customers Preferences among fruit based refreshing drinks and Awareness about brand.
Research plan: The plan outlines sources of data, research approach, contact method, sampling plan and instruments used to gather the information.
Research approach: Structured survey research was the approach employed where a formal list of questions was asked to all the respondents in the same way. The questionnaire consists of 24 questions of varied the type.
Sampling Plan: A sample of 50 Retailers and 50 Consumers, selected randomly is the source of information in order to represent the population of twin cities.
Research design: The design used for the present study is explorative and descriptive. It tires to build an association between brands and factors like customer preferences and awareness on different brands.
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Implementation: Having prepared the questionnaire and selected the size of sample, a field survey was conducted in an organized way such that, each of the respondents answered to the same questionnaire without facing difficulties in understanding the questionnaire provided with proper assistance.
SOURCES OF DATA:
The data collection is of two types. They are: 1. Primary data 2. Secondary data
1. Primary source of data: Meaning: Primary sources of data are the data which needs the personal efforts of collect it and which are not readily available. Primary sources of data are the other type of sources through which the data was collected.
Following are few ways in which the data was collected:
1. Questionnaires: Its set of questions on a sheet of paper was being was being given to the respondents of fill it, based on which data was interpreted.
2. Direct interviewing: Direct interviewing involved the process where I asked the Questions directly to the retailers and got the feedback.
2. Secondary sources of data: 24
Secondary sources are the other important sources through which the data were collected. These are the readily available sources of the data where one had needed not put much effort. To collected because it is already been collected and part in an elderly manner by some researchers, experts and specialties.
The Secondary sources helpful for study were:
1. Internet. 2. News papers. 3. Business magazines. 4. Journals. 5. Library survey:
DATA ANALYSIS&
INTERPRETATION
RETAILER POINT OF VIEW AWARENESS:
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1. How do you aware of fruit based refreshing beverage brands? S.NO
AWARENESS
SAMPLE
RETAILERS
1
T.V
SIZE 6
RESPONSE 12%
2
Newspapers
4
8%
3
Company executives Hoardings
30
60%
10
20%
TOTAL
50
100%
4
S 70% N O60% P S 50% E R 40% S 30% R E 20% L I A 10% T E 0% R
60%
20% 12%
V T .
8%
s e s e r v i p t p a c u s e x w e e N n y a p m o C
s n g i r d a H o
AWARENESS
INTERPRETATION It is found that Retailers are mostly aware of the fruit based refreshing drinks by company executives.
BRANDS: 2. Which fruit based refreshing drink is mostly sold in your shop?
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S.NO
BRANDS
SAMPLE
RETAILERS
1
Parle
SIZE 15
RESPONSE 30%
2 3 4 5 6
Coke Pepsi Tropicana Dabur Amul TOTAL
26 6 2 1 0 50
52% 12% 4% 2% 0% 100%
60% 52% S 50% N O P 40% S E R 30% S R E L 20% I A T E R 10%
30%
12% 4% 0%
2%
0% Parle
Coke
Pepsi
Tropicana
Amul
Dabur real
BRANDS
INTERPRETATION: It is found that coca cola company product (Maaza) is mostly sold and next Parle Agro products (Fruit, Appy, Appy Fizz) are mostly sold among the fruit based refreshing drinks by the retailers.
BRANDS (Highest ranking): 3. What is the preference of the customers to the given beverage brands (Highest ranking)? S.NO
BRANDS
SAMPLE
RETAILERS
1
Parle
SIZE 13
RESPONSE 26%
2 3 4
Coke Pepsi Tropicana
27 6 3
54% 12% 6% 27
5 6
Dabur Amul TOTAL
60%
1 0 50
2% 0% 100%
54%
S 50% N O P 40% S E R 30% S R E L I 20% A T E R 10%
26%
12% 6% 0%
2%
0% Parle
Coke
Pepsi
Tropicana
Amul
Dabur real
BRANDS
INTERPRETATION: It is found that coca cola company product (Maaza) is ranked top and next Parle Agro products (Fruit, Appy, Appy Fizz) are ranked second among the fruit based refreshing drinks by the retailers.
ATTRIBUTES: 4. Which attribute influences a customer in purchasing a fruit based refreshing drinks? ATTRIBUTES
SAMPLE
RETAILERS
1
Brand Name
SIZE 24
RESPONSE 48%
2 3 4 5
Packaging Taste Cost Fresh and healthy
3 15 2 5
6% 30% 4% 10%
6
drinks Longevity TOTAL
1 50
2% 100%
S.NO
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60% 48%
S N 50% O P S 40% E R 30% S R E 20% L I A T 10% E R
30%
10%
6%
4%
2%
0%
Brand name
Packaging
Taste
Cost
Fresh and Longevity healthy drinks
ATTRIBUTES
INTERPRETATION: It is found that Retailers consider the Brand name as the important attribute because most of the customers are unaware of these attribute so they give more value to brand name.
RETAILERS RESPONSE: 5. Which brand do you prefer to sell? S.NO
BRANDS
SAMPLE
RETAILERS
1
Parle
SIZE 15
RESPONSE 30%
2 3 4 5 6
Coke Pepsi Tropicana Dabur Amul TOTAL
26 6 2 1 0 50
52% 12% 4% 2% 0% 100%
29
Dabur real, 2%
RETAILERS RESPONSE
Amul, 0% Tropicana, 4% Pepsi, 12%
Parle
Parle, 30%
Coke Pepsi Tropicana Amul Dabur real Coke, 52%
INTERPRETATION: It is found that coca cola company product (Maaza) is most prefer brand to sell and next Parle Agro Company products (Fruit, Appy, Appy Fizz) are most prefer brand to sell among the fruit based refreshing drinks by the retailers.
PRICES
6. Do you think customers are ready to pay higher prices for good branded fruit based refreshing drinks?
S.NO
STATUS
SAMPLE
RETAILERS
SIZE
RESPONSE
1
YES
20
40
2
NO
30
60
TOTAL
50
100%
30
INTERPRETATION: It is found that According to the Retailers, Consumers are not
ready to pay higher prices for good branded fruit based refreshing drinks.
OPINION: 7. What is your opinion about Parle and its products?
S.NO
OPINION
SAMPLE
RETAILERS
SIZE
RESPONSE
1
Excellent
3
6%
2
Very good
22
44%
3
Good
24
48%
4
Poor
1
2%
TOTAL
50
100%
31
RETAILERS RESPONSE
Poor, 2%
Excellent, 6% Excellent Very good
Good, 48%
Very good, 44%
Good Poor
INTERPRETATION:
It is found that Retailers are having a very good opinion about Parle Agro Company and its products.
OPINION ABOUT OFFERS : 8. What is your opinion about offers, schemes, services offered by Parle?
S.NO
OPINION
SAMPLE
RETAILERS
SIZE
RESPONSE
1
Excellent
23
46%
2
Very good
2
4%
3
Good
24
48%
4
Poor
1
2%
TOTAL
50
100%
32
RETAILERS RESPONSE 60% S N 50% O P S 40% E R 30% S R E 20% L I A T 10% E R
48%
46%
4%
2%
0%
Excellent
Very good
Good
Poor
OPINION
INTERPRETATION: It is found that Retailers are having a very good opinion about offers, schemes, services offered by Parle Agro Company.
CONSUMER POINT OF VIEW YOU PREFER YOUR BRANDS: 1.
What type of fruit based refreshing beverage brands do you prefer for refreshing yourself? S.NO
BRANDS
SAMPLE
CONSUMERS
SIZE 1
Parle
21
RESPONSE 42%
2 3 4 5 6
Coke Pepsi Tropicana Dabur Amul TOTAL
22 4 2 1 0 50
44% 8% 4% 2% 0% 100%
33
CONSUMERS RESPONSE 50%
O 45% P S 40% E 35% R S 30% R 25% E M 20% U 15% S N 10% O 5% C
42%
44%
8% 4% 0%
2%
0%
Parle
Coke
Pepsi
Tropicana
Amul
Dabur real
BRANDS
INTERPRETATION: It is found that coca cola company product (Maaza) and next Parle Agro Company products (Fruit, Appy, Appy Fizz) are mostly consumed by consumers among fruit based refreshing beverage brands to refresh themselves.
AWARENESS: 2. How do you aware of fruit based refreshing drinks? S.NO
AWARENESS
SAMPLE
CONSUMERS
1
T.V
SIZE 37
RESPONSE 74%
2
Newspapers
8
16%
3
Magazines
0
0%
4
Others
1
2%
5
Hoardings
4
8%
TOTAL
50
100%
34
CONSUMERS RESPONSE 74%
80%
O P 70% S E 60% R 50% S R 40% E M30% U S 20% N O 10% C
16% 8% 2%
0%
0% T.V
Newspapers
Magazines
Hoardings
Others
AWARENESS
INTERPRETATION:
It is found that Consumers are mostly aware of the fruit based refreshing drinks by T.V.
STATUS: 3. How often do you consume?
S.NO
STATUS
SAMPLE CONSUMERS RESPONSE SIZE
1
Daily
10
20%
2
Weekly once
14
28%
3
Weekly twice
26
52%
TOTAL
50
100%
35
CONSUMERS RESPONSE
Daily, 20% Daily Weekly twice, 52%
Weekly once Weekly twice
Weekly once, 28%
INTERPRETATION:
It is found that Consumers are mostly often consuming the fruit based refreshing drinks twice in a week.
OCCASIONS: 4. What are the occasions?
S.NO OCCASIONS SAMPLE CONSUMERS RESPONSE SIZE 1
Parties
26
52%
2
Entertainment situations Whenever feel thirsty TOTAL
4
8%
20
40%
50
100%
3
36
CONSUMERS RESPONSE
Whenever feel thirsty, 40%
Parties Entertainment situations
Parties, 52%
Whenever feel thirsty
Entertainment situations, 8%
INTERPRETATION:
It is found that Consumers are mostly often consuming the fruit based refreshing drinks during the parties and when ever feel thirsty.
ALTERNATIVE BRANDS:
5.
Which is the alternative brand you prefer? S.NO
BRANDS
SAMPLE
CONSUMERS
SIZE 1
Parle
24
RESPONSE 48%
2 3 4 5 6
Coke Pepsi Tropicana Dabur Amul TOTAL
18 4 4 0 0 50
36% 8% 8% 0% 0% 100%
37
CONSUMERS RESPONSE 60%
N O P 50% S E 40% R S R 30% E M20% U S N 10% O C
48% 36%
8%
8% 0%
0%
Amul
Dabur real
0% Parle
Coke
Pepsi
Tropicana
BRANDS
INTERPRETATION: It is found that Parle Agro company products are the most preferred alternative brand for the Consumers.
BRANDS (Highest ranking): 6.
What is the preference you give to the given beverage brands (Highest ranking)? S.NO
BRANDS
SAMPLE
CONSUMERS
SIZE 1
Parle
18
RESPONSE 36%
2 3 4 5 6
Coke Pepsi Tropicana Dabur Amul TOTAL
22 5 3 0 2 50
44% 10% 6% 0% 4% 100%
38
CONSUMERS RESPONSE 50%
44%
E S 45% N O40% P S 35% E 30% R S 25% R E 20% M15% U S 10% N O 5% C
36%
10% 6%
4% 0%
0%
Parle
Coke
Pepsi
Tropicana
Amul
Dabur real
BRANDS
INTERPRETATION: It is found that coca cola company product (Maaza) is ranked top and next Parle Agro products (Fruit, Appy, Appy Fizz) are ranked second among the fruit based refreshing drinks by the Consumers.
ATTRIBUTES:
7. Which attribute influences you in purchasing a fruit based refreshing drinks? S.NO
ATTRIBUTES
SAMPLE
CONSUMERS
SIZE 1
Brand Name
13
RESPONSE 26%
2 3 4 5
Packaging Taste Cost Fresh and
2 27 1 7
4% 54% 2% 14%
6
healthy drinks Longevity TOTAL
0 50
0% 100%
39
CONSUMERS RESPONSE
Fresh and healthy drinks, 14%
Longevity, 0%
Brand name
Brand name, 26%
Cost, 2%
Packaging Taste
Packaging, 4%
Cost Fresh and healthy drinks
Taste, 54%
Longevity
INTERPRETATION: It is found that Consumers consider the taste as the first important attribute and Brand name as the second important attribute in purchasing a fruit based refreshing drinks.
STATUS: 8. Are you ready to pay higher prices for good branded fruit based refreshing drinks?
S.NO
STATUS
SAMPLE
CONSUMERS
SIZE
1
YES
40
RESPONSE 80%
2
NO
10
20%
TOTAL
50
100%
40
CONSUMERS RESPONSE
No, 20%
Yes No
Yes, 80%
INTERPRETATION: It is found that Consumers are ready to pay higher prices for good branded fruit based refreshing drinks.
OPINION: 9. What is your opinion about Parle and its products?
S.NO
OPINION
SAMPLE
CONSUMERS
SIZE
RESPONSE
1
Excellent
14
28%
2
Very good
18
36%
3
Good
18
36%
4
Poor
0
0%
TOTAL
50
100%
41
CONSUMERS RESPONSE 40%
36%
E S N 35% O P 30% S E 25% R S 20% R E 15% M U 10% S N O 5% C
36%
28%
0%
0%
Excellent
Very good
Good
Poor
OPINION
INTERPRETATION: It is found that Consumers are having a very good opinion about Parle Agro Company and its products.
IMPACT OF ADVERTISEMENT: 10. What is the impact of advertisement (Parle-Appy fizz, Appy, Frooti) on consumer?
S.NO
STATUS
SAMPLE
CONSUMERS
SIZE
1
Impressive
32
RESPONSE 64%
2
Not impressive
18
36%
TOTAL
50
100%
42
CONSUMERS RESPONSE
Not impressive, 36%
Impressive Not impressive Impressive, 64%
INTERPRETATION: It is found that Consumers are impressed by the advertisements given by Parle Agro Company (Appy fizz, Appy, Frooti).
CONCLUSIONS
1.
Most of the product sold is mazaa then next is Parle agro products.
2. Parle agro product is ranked second among the refreshing drinks.
3.
Coco cola product is most prefer brands.
43
4.
Retailer, consumer are not ready to pay higher price.
5.
Retailer having good opinion about Parle product.
6.
it is found that consumer are impressed by Parle agro company.
7.
The consumer consider taste as their first choice.
SUGGESTIONS: 1. The company can think of opening more stores in the key areas of the city. 2.
Advertising through popular radio programs could be a valuable option.
3. The company if feasible can consider the revising of prices of the products to facilitate frequent purchases. 4.
The company can take necessary steps to ensure the availability of fresh and variety items required items required by the customer.
44
5. The company can consider placing the product in retail out-lets, super and hyper markets to promote its products. 6. The Company could come up with different promotional activities. Like discounts, free gifts. The Company can maintain the customers data base and send greetings on different
7.
occasions like birth day, festivals to build up strong customer relation and also to retain customers. 8. The company can regularly organize customers’ meets to discuss about the product. 9. The company can consider opening store in shopping malls. 10.
The company could come up with youth events.
BIBLIOGRAPHY
1. PRINCIPLES OF MARKETING 2. MARKETING
-
PHILIP KOTLER
.
& GARY ARMSTRONG. -
V.S.RAMASWAMY &
MANAGEMENT 3. MARKETING
S.NAMAKUMARI. -
TULL DONALD &
RESEARCH . 4. PRODUCT
HAWKINS. -
S.A.CHUNWALA.
45
MANAGEMENT 5. COMPANY’S WEBSITE
-
http://www.parleagro.com/.
6. MAGAZINES
-
BUSINESS TODAY. BUSINESS WORLD THE ECONOMIC TIMES. THE HINDU.
ANNEXURE
1. QUESTIONNAIRE - RETAILER POINT OF VIEW
Date: S.no: Name of the outlet:
46
Type of the outlet: Locality:
1. Do you sell/serve any fruit based refreshing beverage brands in your store? (a) Yes (b) no
2. How do you aware of fruit based refreshing beverage brands? (a) T.V (b) Newspapers (c) Company executives (d) Hoardings
3. Which type of fruit based refreshing beverage brands do you serve? (a) Parle (b) Coke (c) Pepsi (d) Tropicana (e) Amul (f) Dabur real
4. Which fruit based refreshing drink is mostly sold in your shop? (a) Parle (b) Coke (c) Pepsi (d) Tropicana (e) Amul (f) Dabur real
5. What is the preference of the customers to the given beverage brands (Highest ranking)? (a) Parle (b) Coke (c) Pepsi (d) Tropicana (e) Amul (f) Dabur real
6. Which attribute influences a customer in purchasing a fruit based refreshing drinks? (a) Brand name (b) packaging (c) taste (d) cost (e) fresh and healthy drinks (f) Longevity
47
7. Which brand do you prefer to sell? (a) Parle (b) Coke (c) Pepsi (d) Tropicana (e) Amul (f) Dabur real
8. Do you think customers are ready to pay higher prices for good branded fruit based refreshing drinks? Give one reason. (a) Yes (b) No
9. What is your opinion about Parle and its products? (a) Excellent (b) Very good (c) Good (d) Poor
10. What is your opinion about offers, schemes, services offered by Parle? (a) Excellent (b) Very good (c) Good (d) Poor
11. What is the sales volume? (No. of units’ sold / total value gained per month)
12. Any suggestions? …………………………………………………………………………………………… ………………......................................................................................................................... .................................................................................................................................................. .................................................................................................................................................. .................................................................................................................................................. .......
48
2. QUESTIONNAIRE - CONSUMER POINT OF VIEW
Date: S.no: Name: Age: Sex: Occupation: 49
1. What type of fruit based refreshing beverage brands do you prefer for refreshing yourself? (a) Parle (b) Coke (c) Pepsi (d) Tropicana (e) Amul (f) Dabur real
2. How do you aware of fruit based refreshing drinks? (a) T.V (b) Newspaper (c) Magazine (d) Hoardings (e) Others
3. How often do you consume? (a) Daily (b) Weekly once (c) Weekly twice
4. What are the occasions? (a) Parties (b) Entertainment situations (c) When ever feel thirsty
5. Which is the alternative brand you prefer? (a) Parle (b) Coke (c) Pepsi (d) Tropicana (e) Amul (f) Dabur real
6. What is the preference you give to the given beverage brands (Highest ranking)? (a) Parle (b) Coke (c) Pepsi (d) Tropicana (e) Amul (f) Dabur real
7. Which attribute influences you in purchasing a fruit based refreshing drinks? (a) Brand name (b) packaging (c) taste (d) cost (e) fresh and healthy drinks (f) Longevity
50
8. What is your level of satisfaction? (a) Excellent (b) Very good (c) Good (d) Poor
9. Are you ready to pay higher prices for good branded fruit based refreshing drinks? Give one reason. (a) Yes (b) No
10. What is your opinion about Parle and its products? (a) Excellent (b) Very good (c) Good (d) Poor
11. What is the impact of advertisement (Parle-Appy fizz, Appy, Frooti) on consumer? (a) Impressive (b) Not impressive
12. Any suggestions? ………………………………. ……………………………………………………………………………........................... .................................................................................................................................................. .................................................................................................................................................. .................................................................................................................................................. .................................................................................................................................................. ........................................................................
51
