PRODUCTS OF PARLE AGRO PRIVATE LIMITED, MUMBAI

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

SUBMITTED TO:- SUBMITTED BY:-

Mr. VIJAY ANAND DUBEY RANJIT KUMAR CHOUDHARY

2
 (Professor) PGDM 2009-2011

Forwarding

I have great pleasure in forwarding this project report of

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

3
 His conduct was good during stay with us.I
wish all success in her future endeavors.

Mr. R. R. Bakshi
Marketing
Manager

ACKNOWLEDGEMENT

I Wish to express my indebted gratitude and special

thanks to Mr.Binay Saragwi, Managing Director, Swastik Fruits
Pvt. Ltd. & Swastik Aqua Pvt. Ltd., Tatisilwai, Ranchi,
Jharkhand for allowing me to carry out my industrial project
work at their esteemed organization and extending during the
training.

I express my heartful thanks to Mr. R.R.Bakshi, Chief

executive officer (CEO), for taking part in useful discission &
giving necessary advices and guidence.

4
 It is my glowing feeling to place on record my best
regards, depest sense of gratitude to Mr. R.R.Bakshi
(Marketing Manager) and Mr. Sashi Shekhar Da (Depot
Incharge) for their judicious and precious guidance which were
extremely valuable for my study both theoritically and
practically.

Place: Signature:

Date: Name of
the student:
RANJIT KUMAR
CHOUDHARY

PGDM-2009-2011

Declaration

5
I hereby declare that project Titled Competitive analysis of FROOTI and its

competitor is an original piece of research work carried out by me under the

guidance and supervision of Mr. Sashi Shekhar Da Sir The information has been

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

partial fulfillment of the requirement of MBA to our college.

Place: Signature:

Date: Name
of the student:
RANJIT
KUMAR CHOUDHARY

PGDM-2009-
2011

6
 Preface
Progress is a continuous process. It is relative and absolute. We cannot stop at a
certain destination and declare that target has been achieved and we need not to go
further.
In this new are all the countries & their companies are trying their best to improve
economic growth. This trend has created a very complex & competitive
environment in the field of business, trend & win the race a new system of
management is much needed. To fulfill this need a new field of modern science
has developed very fast i.e. Master of Business Management. In this curriculum
there are several phases, which have to be covered & compelled properly.
At the completion of the second semester of PGDM we got opportunity to provide
them particular knowledge about eachand every aspect of market. It could be in
related fields’ viz. Human Resource Management, Marketing or Finance as per
their specialization in the course. It is important because it provides the students
about the practical knowledge of the field, which is very essential beside the
theoretical knowledge.
The experience that I have gathered during this period has certainly provided me
with an orientation which, I believe, will help me to shoulder my assignment
successfully in near future. During this period, I have collected all the information
of “Competitive analysis of Frooti and its competitors” through primary data
which were available at the Ranchi.
On the basis of my training program, I have tried my best to arrange my work in
symmetric way. However to cover the detailed information in such a short period
was not possible. Despite the inherent shortcomings of the study, a genuine
attempt was made on my part see that the study was carried out in the right
respective.

Place: Signature:

7
Date: Name of the student:
RANJIT KUMAR CHOUDHARY
PGDM-2009-2011

CONTENTS
1 INTRODUCTION
➢ Company profile 7-11
➢ Industry profile 12-16
➢ Organizational structure 17-20
➢ Management style 21-22
➢ Product mix & product line 23-33
➢ Marketing activities & Promotional activities 34-35
➢ Marketing strategies 35
➢ Market Size, Growth, & Demand 36-38
➢ Competitors of FROOTI 39-44
2 RESEARCH OBJECTIVES 45
3 RESEARCH METHODOLOGIES 46-56
➢ Sample Design
➢ Field work plan
➢ Questionnaire copy 57-60
4 ANALYSIS

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 ➢ cross tabulation 61-62
➢ analysis 63-77
➢ SWOT analysis 78-80
5 FINDING AND CONCLUSION 81-82
6 LIMITATIONS 83
7 BIBLOGRAPHY 84

Welcome to Swastik Group

A House Of Diversified Excellence
The SWASTIK GROUP established in the year 1961 is one of the leading
trading houses in eastern India. With diversified activities it is also engaged
in the providing engineering, management and financial consultancy services
in the field of infrastructure development from the concept to
commissioning. As a trading company engaged in catering the requirement
of Mining, Construction Power Plants, Forging, Casting and Export
Etc. SWASTIK GROUP has played a significant role in the development of
Indian Industry and Infrastructure Projects. We at SWASTIK aim to provide
most effective and prompt after sales services for the equipments sold by us
through trained personnel and after sales services for the equipment sold by
us through manufacturing plant-trained personnel and experts.

CHAIRMEN'S MESSAGE
We at SWASTIK GROUP are committed to give our customers the best
possible products & services at most competitive prices as per agreed
standards and within the stipulated time frame, to their entire

9
 satisfaction.

We shall strive relentlessly towards a Zero-defect culture through the

commitment of each and every member of our Company.

And of course, we shall not stop there, but keep on going………….

Hanuman Sarawgi
Chairman
VISION
To be known and identified as an ethical, trust worthy and dependable company
relied upon by clients, offering real and lasting solutions at an affordable cost.
OBJECTIVE
To be partners in progress by assisting our clients in optimizing their potential
to
achieve corporate goals by offering “THE SOLUTION”.

The confectionery market can grow immensely, depending on the kind of

categories & products that are introduced. It is a highly price sensitive market.
However, the change & the acceptance of one rupee products have facilitated
some more innovation and excitement in the category.

Nadia Chauhan
Director, Parle Agro Pvt Ltd

As soon as Nadia Chauhan crossed over to the double digits, she found herself
attending marketing meetings, supervised by her father, Parle Agro’s Prakash

10
Chauhan. No surprise then, that she eschewed playing house and dress up like
other children to develop a single minded focus on the day-to-day workings of
Parle.

She’s a lucky girl, she’ll tell you. Chauhan, CMO, Parle Agro, didn’t attend a
fancy business school. “I grew up in Bombay, went to school and college here,
so I was very close to the business.”

That meant she could spend her time observing production plants in full swing
(at that time the production unit was on corporate office grounds) and keep a
hawkish eye on her father’s every business move. Well over a decade after her
first tryst with the company’s marketing brass, today she is among Parle Agro’s
top management.

The eldest Chauhan sister Schauna is at the helm of Parle Agro (the makers of
brands like Frooti, Appy, LMN) and next in line is Alisha in charge of her very
own outfit V3 (a fitness company based in Mumbai).

Nadia has her hands full defining Parle Agro’s marketing strategies, a function
that’s not just about communication and commercials. Well defined roles for all
three, “That’s how my father planned it. It feels natural and the progression
seamless,” says Chauhan, “we have our distinct strengths,” and that’s how they
all have their place in the company.

Her father’s style of guidance is very subtle. He never forces his point of view
or way of working. “He’s always encouraging me to think and to cultivate my
own thoughts and views,” she says.

She recalls being very excited the first time she stepped through Parle’s doors
in an official capacity. “Very often new people step in and make drastic

11
changes which might disturb the way things are done. One of the things my
father told me was ‘There is no such thing as a stupid question.’ So take your
time.”

So far, her old-fashioned training is working well for Chauhan. She has
successfully launched new brands for Parle Agro’s portfolio of beverages that
includes Saint (fruit juice) and has her eye on the food category with snack
brands like Hippo.
But she has even bigger plans for the future. Her aggressive vision for the
business is to make Parle Agro the top FMCG Company in the country.

Parle Agro eyes Rs 35 bn turnover by 2010-11

Country`s leading player in the mineral water and beverages businesses, Parle
Agro is targeting a Rs 35 billion turnover by 2010-11 (present turnover - Rs 9.5
billion), reports Economic Times .
This will be done through organic route and an aggressive marketing strategy.
For starters, it has decided to expand production capacity of its mineral water,
which is sold under the Bailley brand.
The company plans to set up 60 mineral water factories more from the present
26 factories across the country in the first quarter of next fiscal, said Parle Agro
director Nadia Chauhan.

COMPANY PROFILE

LOCATION

12
 COMPANY NAME : SWASTIK FRUITS PRODUCT PVT.LTD

COMPANY PROFILE : SALES AND MANUFACTURER

ESTABLISHED IN : 1885

DIRECTOR : BINAY SARAWGI

MAIN OFFICE : SWASTIK HOUSE, UPPER BAZAR,

GANDHI CHOWK, RANCHI
(JHARKHAND)
MARKETING DIV : SWASTIK CHAMBERS, 3rd FLOOR,
GOPAL COMPLEX, RANCHI
MANUFACTURING UNIT/PLANT : TATISILWAI, INDUSTRIAL
AREA
PHASE 2, RANCHI (JHARKHAND)
EMPLOYEE : 5000

PRODUCT RANGE :

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• “FROOTI” – Mango Drink
• “APPY” – Apple Drink
• “APPY FIZZ” – Carbonated Apple Drink
• “BAILLEY” – Packaged Drinking Water
COMPITITERS :
MAZZA, SLICE, TROPICANA, JUMPIN, BISLERI, AQUAFINA, KINLEY
Primary Competitive Advantages
• Products are manufactured under the most hygienic conditions
• The drinks are made available in a Tetra Pak and Pet Bottles
• Healthy and nutritious alternative which are also delicious
• Access to best quality fruits
• Strategically located manufacturing facilities
• State-of-the-art manufacturing plants
• An extensive distribution network
Memberships
• Agricultural and Processed Food Products Exports Developments Authority
(APEDA)
• Federation of Indian Chambers of Commerce and Industry (FICCI)
• Project Exports Promotion Council of India (PEPC)
• Federation of Indian Export Organizations (FIEO)
Standard Certification
• ISO certification
• HACCP certification

14
INDUSTRY PROFILE

About Us

A House Of Diversified Excellence

The SWASTIK GROUP renders services in the form of Consultancy.
Supply of Equipments and Spares, Erection and Commissioning and
operation in the following fields:

1.MiningandConstruction
a. Open Cast Mining
• Hydraulic Excavators, Rope Shovels, Blast hole Drills, Loading
Equipment, Rear End dumpers, Draggles, Bulldozers, Motor Graders
etc.
• Coal and Mineral Preparation and Beneficiation Plants & Material
Handling Equipment.
• Pollution Control Equipment.
• Complete equipment for large Open-Pit Mining with annual
productions of 10 million tons by Shovel-Hauler process or semi-
continuous process.
b. Underground Mining
• Drilling, Loading, Man and Material Transportation Equipments,
Under Ground Support Vehicles.
• Complete projects for mining (Minerals and Metals).

15
2. Power Plants
• Mini / Micro Hydel Power Projects.
• Thermal Power Projects up to 1000 MW.
• Hydel Power Projects up to 360 MW.
• Transmission and Distribution Equipment.

3. Materials Handling and Reduction Equipments

• Cranes - EOT / HOT up to 250 MT capacity.
• Mobile Cranes - Tire mounted and crawler.
• Port cranes ( Luffing Cranes, Container Handling Cranes ).
• Barges, Sea going vessels.
• Crushers and Grinders.

4. Ferrous and Non-Ferrous Metal, Ferro- Alloys, Minerals

and other metals
• Aluminum, Brass, Copper, Chromium Metal, Ferro-Silicon, Rolled
products, Steel, Silicon metal etc.

5. Machine Tools
• Special Purpose Machine Tools.
• Foundry Equipments and Machines.
• Electrical Pneumatic and Cordless Engineering Tools.
• CNC Machines.

16
6. Forgings and Castings
• Forging & Castings of Ferrous and Non Ferrous Metals, Mn Steel
Casting, Liner Plates, Rolls for Rolling Mills etc.
7. Manufacturing
• Frooti

• Appy Fizz

• Bailley

8. Export
• Commodities

Tea, Spices, Jute, Processed Food (Veg. & Fruits), Rice, Fruit Pulp & Juice,
Garments, Textiles, Cosmetics, Decorative Laminates, Marble, Minerals,
Granite (Polished and Unpolished) etc.
• Ferrous & Non-Ferrous Metals.

• Forgings & Castings.

• Engineering Products.

• Material Reduction Equipments.

• Spares for heavy earth moving machines.

17
9. General Trading
 Bearings, Cement, Ferrous & Non-Ferrous Metals, Gears and Speed
Reducers, Lubricants, Petroleum products, rubber compounds and
Chemicals. Steel, Tyres and Tube etc.

10. Electrical Equipments and Components

• Transformers

• Switchgears

• Motors

• Luminaries

• LT and HT Cables

11. Consultancy Services

We provide Engineering and Management consultancy Services for
Infrastructure Projects i.e. Roads, Bridges, Ports and Harbors, Water
Treatment and Distribution, Sewage treatment, Material Handling Plants,
Railways, Urban development etc.

12. News
• The Pioneer 'Jharkhand Edition'.

18
 SWASTIK GROUP
An ISO 9001-2008

S wa s ti k Aqua Ltd.

S wa s ti k Cok e Pv t. Ltd.

S TI Ma r k e ti ng Pv t. Ltd.

S wa s ti k G l obal P v t. Ltd.

S wa s ti k S ofte c h Pv t. Ltd.

S wa s ti k O ve r se as P v t. Ltd.

S wa s ti k For gi ngs Pv t. Ltd.

S wa s ti k Fr ui ts Pr oduc ts Ltd.

S wa s ti k Tr a des & I ndus tr i e s

P owe r m ec h (I ndi a ) Pv t. Ltd.

Hi gh- P oi nt Re nde l (I ndia ) Ltd.

19
 ORGANISATIONAL STRUCTURE
An organizational structure is a mainly hierarchical concept of subordination of
entities that collaborate and contribute to serve one common aim.
Organizations are a variant of clustered entities. An organization can be structured
in many different ways and styles, depending on their objectives and
ambience.] The structure of an organization will determine the modes in which it
operates and performs.
Organizational structure types

Pre-bureaucratic structures
Pre-bureaucratic (entrepreneurial) structures lack standardization of tasks. This
structure is most common in smaller organizations and is best used to solve simple
tasks. The structure is totally centralized. The strategic leader makes all key
decisions and most communication is done by one on one conversations. It is
particularly useful for new (entrepreneurial) business as it enables the founder to
control growth and development.
Bureaucratic structures
Bureaucratic structures have a certain degree of standardization. They are better
suited for more complex or larger scale organizations. They usually adopt a tall
structure. Then tension between bureaucratic structures and non-bureaucratic is
echoed in Burns and Stalker distinction between mechanistic and organic
structures. It is not the entire thing about bureaucratic structure. It is very much
complex and useful for hierarchical structures organization, mostly in tall
organizations.
20
Post-bureaucratic
The term of post bureaucratic is used in two senses in the organizational literature:
one generic and one much more specific . In the generic sense the term post
bureaucratic is often used to describe a range of ideas developed since the 1980s
that specifically contrast themselves with Weber's ideal type bureaucracy. This
may include total quality management, culture management and matrix
management, amongst others. None of these however has left behind the core
tenets of Bureaucracy. Hierarchies still exist, authority is still Weber's rational,
legal type, and the organization is still rule bound. Heckscher, arguing along these
lines, describes them as cleaned up bureaucracies, rather than a fundamental shift
away from bureaucracy. Gideon Kunda, in his classic study of culture management
at 'Tech' argued that 'the essence of bureaucratic control - the formalisation,
codification and enforcement of rules and regulations - does not change in
principle.....it shifts focus from organizational structure to the organization's
culture'.
Functional structure
Employees within the functional divisions of an organization tend to perform a
specialized set of tasks, for instance the engineering department would be staffed
only with software engineers. This leads to operational efficiencies within that
group. However it could also lead to a lack of communication between the
functional groups within an organization, making the organization slow and
inflexible.
As a whole, a functional organization is best suited as a producer of standardized
goods and services at large volume and low cost. Coordination and specialization
of tasks are centralized in a functional structure, which makes producing a limited
amount of products or services efficient and predictable. Moreover, efficiencies
can further be realized as functional organizations integrate their activities
vertically so that products are sold and distributed quickly and at low cost. For

21
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 a divisions. Each division within a divisional structure
contains all the necessary resources and functions within it. Divisions can be
categorized from different points of view. There can be made a distinction on
geographical basis (a US division and an EU division) or on product/service basis
(different products for different customers: households or companies). Another
example, an automobile company with a divisional structure might have one
division for SUVs, another division for subcompact cars, and another division for
sedans. Each division would have its own sales, engineering and marketing
departments.
Matrix structure
The matrix structure groups employees by both function and product. This
structure can combine the best of both separate structures. A matrix organization
frequently uses teams of employees to accomplish work, in order to take advantage
of the strengths, as well as make up for the weaknesses, of functional and
decentralized forms. An example would be a company that produces two products,
"product a" and "product b". Using the matrix structure, this company would
organize functions within the company as follows: "product a" sales department,
"product a" customer service department, "product a" accounting, "product b"
sales department, "product b" customer service department, "product b"
accounting department. Matrix structure is amongst the purest of organizational
structures, a simple lattice emulating order and regularity demonstrated in nature.
Weak/Functional Matrix: A project manager with only limited authority is
assigned to oversee the cross- functional aspects of the project. The
functional managers maintain control over their resources and project areas.

22
 Balanced/Functional Matrix: A project manager is assigned to oversee the
project. Power is shared equally between the project manager and the
functional managers. It brings the best aspects of functional and projectized
organizations. However, this is the most difficult system to maintain as the
sharing power is delicate proposition.
Strong/Project Matrix: A project manager is primarily responsible for the
project. Functional managers provide technical expertise and assign
resources as needed.

ORGANISATION STRUCTURE OF COMPANY

DIRECTOR

Personal Plant Finance Marketing

Logistic Dept.
Manager Dept. Dept. Dept.

23
 Personal Production Finance Marketing
Logistic
Manager Manager Manager
Manager

Asst. personal Maintenance Account Territory

Development Manager
Engineer officer Manager

Staff Electrical Asst A.D.M

officer Account

Laboratory staff Cashier Customer

Supervisor Store supervisor
Executive

MANAGEMENT STYLE

24
 “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 that the manager makes decisions unilaterally, and
without much regard for subordinates. As a result, decisions will reflect the
opinions and personality of the manager; this in turn can project an image of a
confident, well managed business. On the other hand, subordinates may
become overly dependent upon the leaders and more supervision may be
needed.
There are two types of autocratic leaders:
The Directive Autocrat makes decisions unilaterally and closely supervises
subordinates;
The Permissive Autocrat makes decisions unilaterally, but gives
subordinates latitude in carrying out their work
Paternalistic

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

into account the best interests of the employees as well as the business. A good
example of this would be David Brent or Michael Scott running the business in the
fictional television show The Office. The leader explains most decisions to the
25
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 subordinates to leaders and vice-versa). This
style can be particularly useful when complex decisions need to be made that
require a range of specialist skills: for example, when a new ICT system needs to
be put in place, and the upper management of the business is computer-illiterate.
Laissez-faire

In a Laissez-faire leadership style, the leader's role is peripheral and staff manage
their own areas of the business; the leader therefore evades the duties of
management and uncoordinated delegation occurs. The communication in this
style is horizontal, meaning that it is equal in both directions, however very little
communication occurs in comparison with other styles. The style brings out the
best in highly professional and creative groups of employees, however in many
cases it is not deliberate and is simply a result of poor management. This leads to a
lack of staff focus and sense of direction, which in turn leads to much
dissatisfaction, and a poor company image.
Centralisation, or centralization, is the process by which the activities of an
organization, particularly those regarding planning decision-making, become
concentrated within a particular location and/or group.
In political science, this refers to the concentration of a government's power -
both geographically and politically, into a centralized government.

26
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.

TURN OVER OF KOKAR DEPO

Year Turn over

08-09 1.62
09-10 1.96

PRODUCT AND MARKET

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

27
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.

28
29
PRODUCT MIX OF SWASTIK FRUIT PRODUCT PVT. LTD.

The products manufactured by Swastik fruits product Pvt .Ltd are very limited
in range as it is not independent to diversify its product when required. This is
because it is a unit of Parle agro Pvt. Ltd. which supply the concentration for
different brands of soft drinks.
• Frooti
• Bailley Packaged Water
• Appy Fizz Apple juice

The chief consumers are young masses. beside direct consumers, hoteliers,
restaurant owners and various soft drinks peddlers also used them. Thus it can
be said that these are the product of mass consumption.
In Mumbai marketing company the head of sales & marketing department is in
change of all the marketing activities i.e sales promotion, publicity,
advertisement, market survey and shipping. Through his main function is to
have a control of the out let distribution, sales manager is assisted by sales
executives and sales supervisor.

Products are:-
Frooti
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Brand: Frooti
Past Agency: TBWA, Everest, Percept and Grey have handled Frooti’s
advertising earlier.
Current agency: Since 2007, the creative duties of Frooti are being handled by
Creativeland Asia.
History of Frooti:
Frooti, or Mango Frooti, as it is popularly called, is the largest-selling ready-to-
consume mango drink in India. Launched in 1985, it is the flagship product of
Parle Agro Pvt. Ltd. When it was launched, it took the country by storm as it
was the only beverage sold in an innovative Tetra Pak packaging which was a
new concept for Indian consumers.
Ever since its launch, Frooti has acquired a large market share and continues to
be the most popular mango drink even today. The tagline “Mango Frooti -
Fresh and Juicy” has huge brand recall value for consumers and has helped the
brand strengthen and consolidate its position as the market leader.
Frooti has been a trendsetter all through its 25 years of existence. From being
the first fruit drink in a Tetra Pak, to being the first in a PET bottle, Frooti has
innovated all along the way. Frooti as a brand has always tried to evolve with
its ever evolving consumers to be relevant to them at all times. This is what
really makes Frooti one of the most trusted brands and the most preferred
mango drink of India.
Current Positioning:
Madhur Pandey, Marketing Manager, Parle Agro said, “Frooti is India's
legendary and iconic mango drink. When Frooti was launched in 1985, it came
in as a really contemporary and youthful mango drink. Frooti was the first
brand to introduce fruit drinks in tetra packs to Indian consumers. It was cool to
have a Frooti. Even the imagery in Frooti commercials was way ahead of
anything else the Indian society was exposed to.
In the nineties, our commercials revolved around the brand’s association with
the king of fruits - Mango. Frooti commercials oozed fun and exuberance,
while keeping the ‘Fresh & Juicy’ soul of Frooti intact.

31
As Frooti entered its second decade of existence, we realized we had to change
the perception that Frooti was meant just for kids. There was a need for new
positioning. Our ads then were more about making Frooti more relevant to the
youth. The Yo Frooti campaign, Digen Verma and the Bindass campaign were
steps in that direction. At this time, we also started conveying more of tactical
communication in our ads, such as the launch of our innovative triangular
packs at Rs 2.50 (‘5 ka 2’ ad), launch of Frooti in a PET bottle, launch of Frooti
in a new orange packaging.
Lately, the mango drink segment in India has expanded with the entry of many
players. Being the market leader in mango drinks, it is important that Frooti
stands out while also retaining the brand association with mangoes. Keeping
this in mind, we have evolved Frooti’s brand communication to a new level.
Our ads are no longer meant to just create buzz, they are created keeping in
mind a long term brand vision. Even the treatment of subject in the ads has also
changed. Instead of a story narrated through songs and dance, our new ads are
more about situations and showcasing how consumers connect with Frooti.
Frooti’s most recent ad campaign with the ‘Why grow up’ theme, lays the
foundation for a long-term strategy and vision for the brand. It not only
highlights the brand make-over, it also stays true to Frooti’s core mango values.
What made Frooti ads so endearing?
Pandey added, “We have never used a celebrity / brand ambassador for Frooti,
yet our ads have always had tremendous mass appeal. What makes the Frooti
ads so endearing is the fact that our ads have always been about mango lovers.
Each ad speaks for Frooti’s brand heritage and stands for its long lasting
relationship with Indian consumers. You would not find a single Frooti
consumer who would not remember ‘Mango Frooti, Fresh n Juicy’. The line,
popularized by the jingle in our ads is so memorable that you hum one part and
someone else will complete the other.Mango lovers have always identified
Frooti with mangoes. We have never had to enforce it. Over the years, Frooti
has gone on to become India’s favorite mango drink.”
“We approximately spend Rs 10 crore on advertising,” Pandey said.
Changes in tag line over the years

32
‘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’
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’.

33
a. Appy Fizz

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

34
c. Bailley packaged water
35
Bailley Packaged Water is the product beverage of Parle agro Pvt.Ltd, Mumbai
manufactured at its franchise Swastik Fruits Product Private Limited,
Tatisilwai. It is UV treated and ozonised.

36
 Various Products line
A product line is "a group of products that are closely related, either because they
function in a similar manner, are sold to the same customer groups, are marketed
through the same types of outlets, or fall within given price ranges."Many

37
businesses offer a range of product lines which may be unique to a single
organization or may be common across the business's industry.So the product line
of the swastik fruits product pvt. Ltd. Is
PRODUCT LINE OF FROOTI AND ITS DETAIL -
FROOTI BOTTLE/CASE COST PER MRP/CS MRP/PC
PC.
TCA 80 PCS 212.00 2.65 240.00 3.00

TCA JAR 24 PCS 60.00 2.50 60.00 3.00

200ML 24 PCS 216.00 9.00 240.00 10.00

500ML 24 PCS 540.00 22.50 600.00 25.00

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

Fig.- Product line of Frooti

38
Product line of Frooti

Top of Form

Frooti 65 ml TCA Frooti Tetra Pack Frooti Pet 200 ml

01 200 ml 03
02

Frooti 500 ml Frooti Pet 1000 ml Frooti 1500 ml

04 05 06

39
 Bottom of Form

PRODUCT LINE OF APPY FIZZ AND ITS DETAIL –

APPYFIZZ BOTTLE/CASE COST PER MRP/CS MRP/PC

PC.
300ML 24 PCS 432.00 18.00 480.00 20.00

500ML 15 PCS 378.00 24.33 420.00 28.00

1000ML 12 PCS 518.00 43.16 576.00 48.00

Top of Form

40
 Appy Fizz 300ml Appy Fizz 500ml Appy Fizz 1000 ml

Bottom of Form
Fig.- Product line of Appy fizz

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,

41
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 .

2. PROMONTIONAL ACTIVITIES
Sales promotion ia key ingredient in marketing campaigns, consists of a
diverse collection of incentive tools. Mostly short-term design to stimulate
quicker and greater purchase of particular products or services by consumers.

42
To generate more sales as well as create and maintain its products swastik fruit
products Pvt Ltd carried out several promotional activities and vital role in
marketing.
Swastik Fruits Product Pvt. Ltd. carried out its promotional as a control and
integrated programmed of communication and material design to present its
product to the prospective customers. It also helps in communicating the needs
satisfying qualities of soft drinks to facilitate the sales and eventually to
contribute towards the profit in long range. Several tools used by Swastik Fruit
Products Pvt. Ltd for fulfilling the various purpose of its market development
had been performed by us.

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

MARKET SIZE, GROWTH AND DEMAND

43
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

44
beverages from the aerated beverages. Large companies and brands are popular
in urban areas.

In- home packs do not witness any seasonality in the market and their
distribution patterns remain normal throughout the year. Out of home packs
like 250 ml face a lot of peaks trough and there is a lot of seasonality, which
has to be looked after to manage demand and shoot profits.
Table : Demands Past & Future

Year ‘000MT

1995-96 262.0

1996-97 298.2

1997-98 340.0

1998-99 390.9

1999-00 447.6

2000-01 510.3

2001-02 579.2

2002-03 657.5

2008-09 1143.7

45
2009-2010(estimated) 1343.5

From the above table, the growth in market can be seen as increasing constantly
from 7 to 16% in 1999-2000. In the next six to seven years, the market is
poised to grow at 20% approximately.

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

follows:
Table 2: Zone wise Shares

Segment Share(%)

North India 25

East India 20

West Indies 31

South India 24

46
Thus the fruit beverage market has more acceptances in Northern and Western
India, which is due to the climatic condition prevailing there relative to the rest
of the country.
Table 3: Market Growth Rate

1990-91 – 1996-97 13.8%

1996-97 – 2001-02 14.2%

2002-2009-10 14.%5

COMPETITORS OF FROOTI

Type Fruit juice

Manufacturer The Coca-Cola Company

Country of origin India

Introduced 1976

47
 Variants Maaza Orange, Maaza Pineapple

Related products Slice, Frooti

Maaza is a Coca-Cola fruit drink brand marketed in India and Bangladesh, the
most popular drink being the mango variety,so much that over the years, the
Maaza brand has become synonymous with Mango. Initially Coca-Cola had also
launched Maaza in orange and pineapple variants, but these variants were
subsequently dropped. Coca-Cola has recently re-launched these variants again in
the Indian market.
Mango drinks currently account for 90% of the fruit juice market in India. Maaza
currently dominates the fruit drink category and competes with Pepsi's Slice brand
of mango drink and Frooti, manufactured by Parle Agro.
While Frooti was sold in small cartons, Maaza and Slice were initially sold in
returnable bottles. However, all brands are also now available in small cartons and
large PET bottles. Of late, the Indian market is witnessing the entry of a large
number of small manufacturers producing only mango fruit drink.
Maaza has a distinct pulpy taste as compared to Frooti and tastes slightly sweeter
than Slice. Maaza claims to contain mango pulp of the Alphonso variety, which is
known as the "King of Mangoes" in India.
History
Maaza was launched in 1976 in India. The Union Beverages Factory, based in
the United Arab Emirates, began selling Maaza as a franchisee in the 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

48
brands such as Limca, Citra, Thums Up and Gold Spot. As for North America,
Maaza was acquired by House of Spices in 2005.

Slice - Pure Mango Pleasure

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.

49
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.

50
Tropicana

Brand History
Tropicana was founded in Bradenton, Florida, USA, in 1947. And is now
enjoyed almost everywhere in the world. Carefully nurtured for over 50 years,
it has matured into one of the most respected beverage brands. Today it is the
World's no. 1 juice brand and is available in 63 countries. Since 1998, it has
been owned by PepsiCo, Inc. Tropicana Premium Gold was re-launched as
Tropicana 100% in year 2008.

Brand Advantage
It continues to select the best in fruit to craft high-quality juices, create original
products, pioneer innovative processes and explore new markets for its
products. It is devoted towards a healthful lifestyle by ensuring that the
products are naturally nutritious and provide the daily benefits that one needs.

51
 Categories in India, Tropicana comes in 2 varieties: 100% Juices (sold as
Tropicana 100%) and Juice beverages & nectars (sold as Tropicana).

DABUR REAL FRUIT JUICE

Real has been the preferred choice of consumers when it comes to packaged fruit
juices, which is what makes India's No. 1 Fruit Juice brand. A validation of this
success is that Réal has been awarded ‘India’s Most Trusted Brand’ status for
four years in a row.
Today, Réal has a range of 14 exciting variants - from the exotic Indian Mango,
Mausambi, Guava & Litchi to international favourites like Pomegranate, Tomato,
Cranberry, Peach, Blackcurrant & Grape and the basic Orange, Pineapple, Apple
& Mixed Fruit. This large range helps cater different needs and occasions and has
helped Réal maintain its dominant market share.
A research conducted by Blackstone Market Facts even pointed out that Réal was
preferred by over 50% of the respondents. What’s more, Réal was liked for
being the better tasting juice - a category where likeability is primarily driven by
taste.
Made from best quality fruits, Réal does not have artificial flavours and
preservatives, and offer your kids not just great taste, but also FRUIT
POWER - the power of fruits… the power to stay ahead. Loaded with the power
of Vitamin C, Réal fruit juices have all the necessary nutrients that keep you active
all day long.
Réal is endorsed by PFNDAI
The nutritional contents of Réal Fruit Juices & Nectars are endorsed by PFNDAI --
Protein Foods & Nutrition development Association of India.

52
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.

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.

53
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.

Objective

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

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

group Who likes frooti and price level of frooti.

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

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

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

54
➢ To know the satisfaction level of customers about prices of frooti.

➢ To know the how to improvement of advertising and campaign of

frooti in the market.

RESEARCH METHEDOLOGY

55
 Research Methodology

TYPE OF RESEARCH: Descriptive Research

TYPE OF DATA COLLECTED: Primary Data

56
PRIMARY DATA COLLECTION METHOD: Field Survey

UNIVERSE OF THE STUDY: The group of the area in which the

study has to be done. Here the universe that I have takes for my field
survey in the Ranchi city.

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

study.
SAMPLE SIZE: 200 customers in Ranchi city.

SAMPLE UNIT: Customers

SAMPLING METHOD: Convenience Sampling Method

STATISTICAL TOOLS USED FOR ANALYSIS: Cross tabulation,

Chi Square Test, Table, Charts, Graphs and pie- charts.

RESEARCH

57
The word research derives from the French recherche, from rechercher, to
search closely where "chercher" means "to search".

Research can be defined as the search for knowledge or any systematic

investigation to establish facts. The primary purpose for applied research
is discovering, interpreting, and the development of methods and systems for
the advancement of human knowledge on a wide variety of scientific matters of
our world and the universe.

Qualitative research: Qualitative research is a method of inquiry appropriated

in many different academic disciplines, traditionally in the social sciences, but
also in market research and further contexts. Qualitative researchers aim to
gather an in-depth understanding of human behavior and the reasons that
govern such behavior. The qualitative method investigates
the why and how of decision making, not just what, where, when. Hence,
smaller but focused samples are more often needed, rather than large samples.
Qualitative methods produce information only on the particular cases studied,
and any more general conclusions are only hypotheses (informative
guesses). Quantitative methods can be used to verify, which of such hypotheses
are true.

58
 Quantitative research is generally made using scientific methods, which can
include:
• The generation of models, theories and hypotheses

• The development of instruments and methods for measurement

• Experimental control and manipulation of variables

• Collection of empirical data

• Modeling and analysis of data

• Evaluation of results.

Research can also fall into two distinct types:

Primary research: Primary research (also called field research) involves the
collection of data that does not already exist. This can be through numerous
forms, including questionnaires and telephone interviews amongst others. This
information may be collected in things like questionnaires and interviews. The
term is widely used in market research and competitive intelligence.

 May be very expensive because many people need to be confronted.

 By the time the research is complete it may be out of date.

 People may have to be employed or avoid their primary duties for the duration
of the research.

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

59
Secondary research: Secondary research (also known as desk research) involves
the summary, collation and/or synthesis of existing research rather than primary
research, where data is collected from, for example, research subjects or
experiments. The term is widely used in market research and in medical research.
The principal methodology in medical secondary research is the systematic
review, commonly using meta-analytic statistical techniques, although other
methods of synthesis, like realist reviews and meta-narrative reviews, have been
developed in recent years. Secondary research can come from either internal or
external sources. In social sciences and later in other disciplines, the following two
research methods can be applied, depending on the properties of the subject matter
and on the objective of the research.

Types of Research method

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

describes data and characteristics about the population or phenomenon being
studied. Descriptive research answers the
questions who, what, where, when and how. Although the data description is
factual, accurate and systematic, the research cannot describe what caused a
situation. Thus, descriptive research cannot be used to create a causal relationship,

60
where one variable affects another. In other words, descriptive research can be said
to have a low requirement for internal validity.

The description is used for frequencies, averages and other statistical calculations.
Often the best approach, prior to writing descriptive research, is to conduct a
survey investigation. Qualitative research often has the aim of description and
researchers may follow-up with examinations of why the observations exist and
what the implications of the findings are.

TYPE OF DATA COLLECTED:

Primary data are collected by the investigator through field survey. Such data
are in raw form and must be refined before use. Collection of data is the first
basic step towards the statistical analysis of any problem. The collected data are
suitably transformed and analyzed to draw conclusions about the population.

PRIMARY DATA COLLECTION METHOD:

In primary data collection, collect the data yourself using methods such as
interviews and questionnaires. The key point here is that the data you collect is
unique to our research and, until we publish, no one else has access to it.

There are many methods of collecting primary data and the main methods
include:
• questionnaires

• interviews

• focus group interviews

61
• observation

• case-studies

• diaries

• critical incidents

• Portfolios.

The primary data, which is generated by the above methods, may be qualitative
in nature (usually in the form of words) or quantitative (usually in the form of
numbers or where you can make counts of words used). We briefly outline
these methods but you should also read around the various methods. A list of
suggested research methodology texts is given in your Module Study Guide but
many texts on social or educational research may also be useful and you can
find them in your library.

Questionnaires

62
Questionnaires are a popular means of collecting data, but are difficult to
design and often require many rewrites before an acceptable questionnaire is
produced.

Advantages:
• Can be used as a method in its own right or as a basis for interviewing or a
telephone survey.

• Can be posted, e-mailed or faxed.

• Can cover a large number of people or organisations.

• Wide geographic coverage.

• Relatively cheap.

• No prior arrangements are needed.

• Avoids embarrassment on the part of the respondent.

• Respondent can consider responses.

• Possible anonymity of respondent.

• No interviewer bias.

Disadvantages:

• Design problems.

63
• Questions have to be relatively simple.

• Historically low response rate (although inducements may help).

• Time delay whilst waiting for responses to be returned.

• Require a return deadline.

• Several reminders may be required.

• Assumes no literacy problems.

• No control over who completes it.

• Not possible to give assistance if required.

• Problems with incomplete questionnaires.

• Replies not spontaneous and independent of each other.

UNIVERSE OF THE STUDY:

The group of the area in which the study has to be done. Here the universe that
I have takes for my field survey in the Ranchi city.

64
 SAMPLING METHOD

Convenience Sampling Method: Convenience sampling (sometimes known

as grab or opportunity sampling) is a type of no probability sampling which
involves the sample being drawn from that part of the population which is close
to hand. That is, a sample population selected because it is readily available and
convenient. The researcher using such a sample cannot scientifically make
generalizations about the total population from this sample because it would
not be representative enough. For example, if the interviewer was to conduct
such a survey at a shopping center early in the morning on a given day, the
people that he/she could interview would be limited to those given there at that
given time, which would not represent the views of other members of society in
such an area, if the survey was to be conducted at different times of day and
several times per week. This type of sampling is most useful for pilot testing.
Several important considerations for researchers using convenience samples
include:

• Are there controls within the research design or experiment which can serve
to lessen the impact of a non-random, convenience sample whereby
ensuring the results will be more representative of the population?

65
 • Is there good reason to believe that a particular convenience sample would
or should respond or behave differently than a random sample from the
same population?

• Is the question being asked by the research one that can adequately be
answered using a convenience sample?

STATISTICAL TOOLS USED FOR ANALYSIS

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

Charts: The term "chart" as a visual representation of data has multiple

meanings.

• A data chart is a type of diagram or graph that organizes and represents a set
of numerical or qualitative data.

• Maps that are adorned with extra information for some specific purpose are
often known as charts, such as a nautical chart or aeronautical chart.

66
• Other domain specific constructs are sometimes called charts, such as
the chord chart in music notation or a record chart for album popularity.

Graphs: Graphs are represented graphically by drawing a dot for every vertex,
and drawing an arc between two vertices if they are connected by an edge. If
the graph is directed, the direction is indicated by drawing an arrow.

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

Pie- charts: A pie chart (or a circle graph) is circular chart divided
into sectors, illustrating percents. In a pie chart, the arc length of each sector
67
 (and consequently its central angle and area), is proportional to the quantity it
represents. Together, the sectors create a full disk. It is named for its
resemblance to a pie which has been sliced. The earliest known pie chart is
generally credited to William Playfair's Statistical Breviary of 1801.

The pie chart is perhaps the most ubiquitous statistical chart in the business
world and the mass media.

QUESTIONNAIRE

Questionnaire of Survey Project on “Competitive analysis of

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

I RANJIT KUMAR CHOUDHARY student of PGDM (2 nd

semester), Business school of Delhi, Greater noida is conducting a summer
internship in Swastik Fruits pvt. Ltd. Ranchi as a part of our course
curriculum which requires few precious and valuable minutes of yours. It is
therefore my humble request to you to opine yourself through the questionnaire
enclosed and provide the necessary details as required. It is assured that the
information provided by you will be kept confidential and will be used for
academic purpose only. Kindly give your responses to the best of your
knowledge, experience and belief.

PERSONAL PROFILE

68
NAME: AGE:

GENDER: [ ] Male [ ] Female OCCUPATION:

ADRESS: CONTECT NO.:

QUESTIONAIRE
Q. no. 1 Type of outlet.
(a) General Store (b) Pan Shop
(c) Sweet Shop (d) Canteen.
Q. no. 2 Which brand of soft drink you deal in.
(a) Frooti (b) Maaza
(c) Slice (d) Jump in
(e) Dabur Real (f) Others.
Q. no. 3 Which company signage you have in your outlet?
(a) Frooti (b) Maaza

69
(c) Slice (d) Jump in
(e) Dabur Real (f) Others.
Q. no. 4 Which company have better distribution network.
(a) Frooti (b) Maaza
(c) Slice (d) Jump in
(e) Dabur Real (f) Others.
Q. no. 5 Which is most preferred size of the bottle by customer?
(a) 200ml (b) 300ml
(c) 500ml (d) 1000ml
(d) 1500ml
Q. no. 6 Do the customer know the difference between branded and non
branded soft drink?
(a) Yes (b) No
Q. no. 7 Major age group of customers who buy soft drinks?
(a) 5-15 (b) 15-25
(c) 25-35 (d) 25-35
(e) 35-45 (f) 45 above
Q. no. 8 What do you feel about the price of soft drinks
(a) Very high (b) High
(c) medium (d) low

70
(e) Reasonable
Q. no. 9 Do you feel a price reduction will increase the sales of branded soft
drinks?
(a) Yes (b) No
Q. no. 10 Which medium affect the sales most?
(a) Television (b) Magazine/Newspapers
(c) Display (d) Hoardings
(e) campaign
Q. no. 11 Do you think that aggressive advertisement further increase the sales
volume of frooti?
(a) Yes (b) No
(c) No reply
Q. no. 12 What kind of promotional activities affect sales mostly?
(a) Free bottle scheme (b) Prize
(c) Discount creates (d) Others

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

(a) New scheme (b) Advertisement
(c) Regular supply (d) Credit facilities
(e) Refrigeration system

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Q. no. 14 Which company’s provide you a refrigerator?
(a) Frooty (b) Maaza
(c) Slice (d) Others.
Q. no. 15 Are you satisfied with refrigerator by company in your outlet?
(a) Yes (b) No

CROSS TABULATION

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 Case Processing Summary

Cases
Valid Missing Total

N Percent N Percent N Percent

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

price level * age group Crosstabulation

Count

age group

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

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

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

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

The minimum expected count is 2.70.

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

0.5.therefore Accept H0 and Reject H1.

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

customers who likes frooti.

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 QUESTIONAIRE
Q. no. 1 Type of outlet.
(a) General Store (b) Pan Shop
(c) Sweet Shop (d) Canteen.
Option No. of respondent Percentage
General Store 84 42
Pan Shop 56 28
Sweet Shop 50 25
Canteen. 10 05

Interpretation-
Frooti and other soft drinks are mostly sale in the general store so we can say
that the better place for improving sale is the general store and after that other
place is the pan shop.
Q. no. 2 Which brand of soft drink you deal in.

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

Interpretation-
In the outlet the mostly soft drink are available and Frooti and Maaza are the
more frequent soft drink which is found and other soft drinks are available i.e.
Slice, Jump in, Dabur real.
Q. no. 3 Which brand is the nearest competitor of frooti brand in your
openion?
(a) Dabur Real (b) Maaza
(c) Slice (d) Jump in
(e) Others.
Option No. of respondent Percentage

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Dabur Real 13 6.5
Maaza 84 42
Slice 75 37.5
Jump in 25 12.5
Others 03 1.5

Interpretation-
According to the retailer the nearest competitor of Frooti is the Maaza and
Slice. Other soft drink are the Jump in and other local fruits juice.
Q. no. 4 Which company have better distribution network.
(a) Frooti (b) Maaza
(c) Slice (d) Jump in
(e) Dabur Real (f) Others.
Option No. of respondent Percentage
Frooti 60 30
Maaza 54 27
Slice 40 20
Jump in 16 08
Dabur Real 20 10
Others 10 05

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Interpretation-
The distribution network of the Frooti brand is good as regards to their near
competitors like Maaza and Slice. According to the retailer point of view
because the manufacturing unit of Frooti is found in this state.
Q. no. 5 Which is most preferred size of the bottle by customer?
(a) 200ml (b) 300ml
(c) 500ml (d) 1000ml
(d) 1500ml (Use more than one tick)
Option No. of respondent Percentage
200ml 195 97.5
300ml 120 60
500ml 190 95
1000ml 60 30
1500ml 70 35

Interpretation-
According to the given data it shows that the maximum selling of the bottle and
TCA pack is in 200ml, 500ml, and 1000ml. So the best preferred size is 200ml
and 500ml.
Q. no. 6 Do the customer know the difference between branded and non
branded soft drink?
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(a) Yes (b) No
Option No. of respondent Percentage
Yes 170 85
No 30 15

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

Q. no. 7 Major age group of customers who buy soft drinks?

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

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25-35 48 24
35-45 32 16
45 above 20 10

Interpretation-
In the market the most customer age segment is the 15 to 35. They are the
prominent to visit the retail shop and purchase the soft drink. So the brand need
to focus on this segment of customers.
Q. no. 8 What do you feel about the price of soft drinks
(a) Very high (b) High
(c) medium (d) low
(e) Reasonable
Option No. of respondent Percentage
Very high 24 12
High 70 35
medium 51 25.5
low 36 18
Reasonable 19 9.5

Interpretation-

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According to the mostly retailer opinion the price of soft drink is high so the
branded company need to change the price of the soft drink that helps to
increase the sales.
Q. no. 9 Do you feel a price reduction will increase the sales of branded soft
drinks?
(a) Yes (b) No
Option No. of respondent Percentage
Yes 145 72.5
No 55 27.5

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

Q. no. 10 Which medium affect the sales most?

(a) Television (b) Magazine/Newspapers
(c) Display (d) Hoardings

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(e) campaign
Option No. of respondent Percentage
Television 75 37.5
Magazine/Newspapers 40 20
Display 30 15
Hoardings 25 12.5
campaign 30 15

Interpretation-
In the given data explain that the advertising media is the most prominent than
other media so we can say that for improving sale of fruit soft drink should be
use this media and that will affect the sale in the market.
Q. no. 11 Do you think that aggressive advertisement further increase the sales
volume of frooti?
(a) Yes (b) No
(c) No reply
Option No. of respondent Percentage
Yes 120 60
No 45 22.5
No reply 35 17.5

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

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

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

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

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Q. no. 13 What are your suggestion to improve the sale?
(a) New scheme (b) Advertisement
(c) Regular supply (d) Credit facilities
(e) Refrigeration system (Use more than one tick)
Option No. of respondent Percentage
New scheme 180 90
Advertisement 60 30
Regular supply 120 60
Credit facilities 90 45
Refrigeration system 130 65

Interpretation-
According to retailer perception time to time new scheme should be provide
and regular supply is necessary in the market that improve the sale. Company
should also provide the refrigerator for the own product refrigeration.
Q. no. 14 Which company’s provide you a refrigerator?
(a) Frooty (b) Maaza
(c) Slice (d) Not anyone.
Option No. of respondent Percentage
Frooty 55 27.5
Maaza 75 37.5

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Slice 50 25
Not anyone 20 10

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

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

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

Interpretation-
85
 Mostly retailers are satisfied with company provided freeze.

SWOT ANALYSIS

SWOT analysis is a strategic planning method used to evaluate

the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in
a business venture. It involves specifying the objective of the business venture or
project and identifying the internal and external factors that are favorable and
unfavorable to achieve that objective. The technique is credited to Albert
Humphrey, who led a convention at Stanford University in the 1960s and 1970s
using data from Fortune 500 companies.
A SWOT analysis must first start with defining a desired end state or objective. A
SWOT analysis may be incorporated into the strategic planning model. Strategic
Planning, has been the subject of much research.
• Strengths: attributes of the person or company that is helpful to achieving
the objective(s).
• Weaknesses: attributes of the person or company that is harmful to
achieving the objective(s).
• Opportunities: external conditions that is helpful to achieving the
objective(s).
• Threats: external conditions which could do damage to the objective(s).

Planning for an enterprise is entirely based upon Strength, Weakness,

Opportunity, Threat (SWOT).The SWOT is an excellent technique for strategic

86
planning. Howard business school has been by planner all over the world first
develops the technique. Such analysis helps to promote deep thinking and
creative solution by highlighting the root cause of problems. SWOT analysis
enable the company to choose define its wanted future.
Under SWOT analysis, Strength is any characteristic or its
sub system. Which afford its distinct competitive advantage. Strength of an
organization originates from its intrinsic capabilities and environment
condition. Weakness arises from adverse internal and external factor.
Opportunities for a firm imply the area of profitable investment these are
created by growth of a country and industry. Threats results from new
competition, substitute product, etc.
The Opportunity and Threats comes under external analysis and which is done
through the ETOP analysis. Whereas Strength and Weakness comes under
internal analysis and which is done through the SAP.
Strength, Weakness, Opportunity, Threat analysis is known as SWOT, TOWS
OR WOTS-UP analysis.
SWOT analysis is the technique the actual effect of the project handed
company by should be measured.
DIAGRAMETIC REPRESENTATION OF SWOT ANALYSIS

SWOT ANALYSIS

87
 INTERNAL ANALYSIS EXTERNAL ANALYSIS

STRENGTH WEAKNESS OPPORTUNITY THREAT

SWOT Analysis of SWASTIK Pvt. Ltd.

STRENGTH:-
➢ Good quality
➢ Good distribution channel
➢ High availability
➢ Suitable for all users
➢ After sales services

WEAKNESS:-
➢ High price
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➢ Lack of promotional scheme

OPPERTUNITIES:-
➢ Industrial growth
➢ Office automation

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

FINDING AND CONCLUSION

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

89
2. Frooti and other soft drinks are mostly sale in the general store so we can
say that the better place for improving sale is the general store and after that
other place is the pan shop.

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

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

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

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

7. According to the given data it shows that the maximum selling of the bottle
and TCA pack is in 200ml, 500ml, and 1000ml. So the best preferred size is
200ml and 500ml.

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

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

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

90
11.Branded company need to change the price of the soft drink that helps to
increase the sales.

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

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

14.Aggressive advertisement is the beneficial promotional activities for the sale

promotion. Maximum retailer are agree from the aggressive advertisement.

15.According to response the sale promotion is increase if the brands provide

free bottle scheme in the case and also favor in the discount should provide
to purchase of product.

16.According to retailer perception time to time new scheme should be provide

and regular supply is necessary in the market that improve the sale.
Company should also provide the refrigerator for the own product
refrigeration.

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

18.Mostly retailers are satisfied with company provided freeze.

Limitation of the Survey

91
➢ 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.

92
 BIBLIOGRAPHY

Websites:

➢ www.google.com

➢ www.wikipedia.com

➢ www.isource.com

➢ www.frooti.com

Books:

➢ Statistical Method by S.P.Gupta.

➢ Research Methodology by C.R.Kothari.

➢ Methodology of research in social sciences by Krishna swami.

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