A PROJECT REPORT ON Comparative Analysis Of Frooti And Its Competitors In Rasayani

SUBMITTED BY ASHISH SRIVASTAVA

UNDER THE GUIDANCE OF SHILPEE mam HOD- MBA DEPARTMENT

SAROJ INSTITUTE OF TECHNOLOGY & MANAGEMENT LUCKNOW

Objectives of the Study

1. 2.

To evaluate the major competitors of frooti in the market. To determine is there is any relation between consumers age group Who likes frooti and price level of frooti.

3. 4.

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 Design and Methodology

The sources of data used in this project report are both primary and secondary data.

1. Primary data Primary data consists of original information gathered from sample size of 200 respondents residing in Mumbai, India. 2. Secondary data Secondary data consists of information that already exists and that was collected in the past for some other purposes.

Sample Design:

Size of Sample: The sample size selected for the research is 200 in the area of Lucknow.

Parameters of Interests: The major parameter of interest is the subgroup of people who are working professional and web savvy having an experience in online shopping. The two other subsidiary parameters of interest are: o The respondent should also have an experience grocery shopping. o And the female respondent who have an online shopping experience.

Sampling Technique: Stratified sampling1.

Stratification is the process of dividing members of the population into homogeneous subgroups before sampling. The strata should be mutually exclusive: every element in the population must be assigned to only one stratum. The strata should also be collectively exhaustive: no population element can be excluded. Then simple random sampling or systematic sampling is applied within each stratum. This often improves the representativeness of the sample by reducing sampling error.

Limitations:

1. 2. 3.

Some of the responses might be biased. Most of the survey was carried out in and around Rasayani. It is wholly based on primary data.

Scope of the study

The scope of study is limited to Rasayani and the sample size is 200.

1. 2. 3. 4.

To increase sales of Parle Agro Products. To cope up with competition. To avoid advertising clutter. DATA SCOPE: - Data is collected from the Consumer.

Industry Introduction

'Parle Products Pvt Ltd based in Mumbai, India has been India's largest manufacturer of biscuits and confectionery, for almost 80 years. Makers of the world's largest selling biscuit, Parle-G, and a host of other very popular brands. Its reach spans even to the remotest villages of India. Many of the Parle products - biscuits or confectioneries, are market leaders in their category and have won acclaim at the Monde Selection, since 1971. With a 40% share of the total biscuit market and a 15% share of the total confectionery market in India, Parle has grown to become a multi-million dollar company.Parle Agro is a food and beverage company based in Mumbai, India. Parle Agro - a trusted name in the beverage industry for agro based drinks. Parle Agro is a leading Indian Beverage Company, the only Indian transnational giant with the past experience of having successfully launched leading soft drink brands like 'Frooti, Appy Classic,Appy- Fizz, Bailley Packaged Drinking Water & Confectionery brands like Mintrox and Buttercup'. Parle Agro strength is our people who have worked towards making our presence felt throughout the country and all over the world through a strong Mumbai see network and well-developed strong infrastructure. Parle Agro has its factories located in
6

Silvassa, Patalganga, Bhopal, Chennai, Ghaziabad and Hyderabad. At Parle Agro, success is a habit; where greater heights are achieved through consumer insight, sound business practices, marketing and sales innovation, with the focus on the consumer. 'Thinking consumer, Tasting success, Always' - that is what Parle Agro is all about. In the 1950s the undivided Chauhan family manufactured beverages, water, confectionery, biscuits, etc. under its registered brand name Parle. Over the years, the group split into three different companies Parle Agro, Parle Bisleri and Parle Products. Currently, all three are separate companies with separate ownership and management. They also have different products manufactured under them. All three companies continue to use the family trademark name Parle under which the current companies are named. Parle Agro commenced operations in 1984. Starting with only beverages and diversifying to include bottled water in 1993 and confectionery in 2007. Frooti was the first product that was rolled out of Parle Agro in 1985. It went on to become Indias favourite mango drink. It still has a leading market share. Mr. Prakash Chauhan is the Executive Chairman of Parle Agro. Schauna Chauhan is the CEO of parle agro . Alisha chauhan is the Director of parle agro . Nadia chauhan is the Director of parle agro . Parle Agro is an Indian company in the beverages industry and has brands like Frooti, consistent winner of India's fruit beverage brand, Appy, Appy Fizz and packaged drinking water, Bailley. A pioneer in the Indian industry, Parle Agro is associated with many firsts. They were the first to introduce fruit drinks in tetra packaging, first to introduce apple nectar and the first to introduce fruit drinks in PET bottles

In 2008, Parle Agro forayed into foods with the launch of two confectionery brands, Mintrox mints and Buttercup candies. This was soon followed by two more brands Buttercup Softease and Softease Mithai. Recent beverage products from Parle Agro include Saint Juice, LMN and Grappo Fizz. In 2009, Parle Agro forayed into snacks with the launch of Hippo, in line with the companys vision of becoming a major player in the foods and beverages industry.

Parle agro products

A) Appy ClassicLaunched in 1986 as an apple nectar and originally available in a white tetra pack with an apple and leaf graphic, today it comes in black tetra packaging. Appy remains the first apple nectar to be launched in India.

B) Appy Fizz-

Launched in 2005, Appy Fizz is Indias first sparkling apple drink available in a champagne shaped PET bottle. Considered the Champagne of Fruit drinks Appy Fizz is a one of a kind product in the beverage market . Recently, Appy Fizz has been given a makeover in terms of a new packaging. Saint Juice: Launched in 2008, Saint Juice is available in three variants Orange, Mixed fruit, Grape and Apple. Saint Juice is 100% juice with no added color, sugar or preservatives.

C) LMN-

Launched in 2009, LMN is a fresh take on nimbu pani. It contains real lemon juice and has no artificial flavors or preservatives. LMN works as an Emergency Lemon Refresher, and tastes closest to authentic nimbu pani.

D) Grappo Fizz10

Launched in 2008, Grappo Fizz is a sparkling grape juice drink. Credited with creating the sparkling fruit drinks category in India Grappo Fizz is along the lines of existing product Appy Fizz. It is purple-red in color and has no close competition in the market. 2. 3. Snacks & Confectionery.

E) Hippo

11

HIPPO is a baked snack with the goodness of wheat. It is available in seven flavors from around the world - Italian Pizza, Chinese Manchurian, Hot-n-Sweet Tomato, Thai Chilli, Yoghurt Mint Chutney, Indian Chatpatta and Arabian Salted. These baked wheat munchies have no added MSG, no GMO, no cholesterol and zero trans-fat.

12

COMPETITORS OF FROOTI

Maaza is a Coca-Cola fruit drink brand marketed in India and Bangladesh 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. History Maaza was launched in 1976 in India. The Union Beverages Factory, based in the United Arab Emirates, began selling Maaza as a franchisee in the Middle East and Africa in 1976. By 1995, it had acquired rights to the Maaza brand in these countries through Maaza International Co LLC Dubai. In India , Maaza was acquired by Coca-Cola India in 1993 from Parle-Bisleri along with other brands such as Limca, Citra, Thums Up and Gold Spot. As for North America, Maaza was acquired by House of Spices in 2005.

Slice - Pure Mango Pleasure

13

Brand History Slice was launched in India in 1993 as a refreshing mango drink and quickly went on to become a leading player in the category.In 2008, Slice was relaunched with a 'winning' product formulation which made the consumers fall in love with its taste. 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.As a first ever by any brand in the Juice and Juice Drinks Category, Bollywoods reigning Diva, Katrina Kaif was signed on as the Brand Ambassador on Slice.

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
14

towards a healthful lifestyle by ensuring that the products are naturally nutritious and provide the daily benefits that one needs.

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 Ral has been awarded Indias Most Trusted Brand status for four years in a row. Real is endorsed by PFNDAI The nutritional contents of Ral Fruit Juices & Nectars are endorsed by PFNDAI -- Protein Foods & Nutrition development Association of India.

15

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.

16

PROFILE OF THE ORGANISATION

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. To provide consumers superior, wholesome agro based food and drink bands through which Parle can build a profitable; growth oriented organization.

HISTORY In 1929 a small company by the name of Parle products emerged in British dominated India. The intent was to spread joy and cheer to children and adults alike, all over the country with its sweets and candies. The company knew that it wouldn't be an easy task, but they decided to take the brave step. A small factory was set up in the suburbs of Mumbai, to manufacture sweets and toffees. Apart from the factories in Mumbai and Bangalore Parle also has factories in Bangalore Parle also has factories in Bahadurgarh in Haryana and Neman in Rajasthan,

17

which are the largest biscuit and confectionary plants in the country. Additionally, Parle products also have 7 manufacturing units and 51 manufacturing units on contract.

OBJECTIVE: To build successful channel relationships (vendor to partner) To assess the critical success factors when selling through distributors To outline terms and conditions for establishing partnerships To integrate sales and marketing objectives

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.

18

PRODUCT RANGE FROOTI Mango Drink APPY Apple Drink APPY FIZZ Carbonated Apple Drink BAILLEY Packaged Drinking Water

19

Analysis of Data

1) Where do you purchase frooti ? (a) General Store (b) Pan Shop

20

(c) Sweet Shop Option General Store Pan Shop Sweet Shop Canteen.

(d) Canteen. No. of respondent 84 56 50 10 Percentage 42 28 25 05

Interpretation-

2) Which brand of soft drink you deal in. (a) Frooti (c) Slice (e) Dabur Real Option (b) Maaza (d) Jump in (f) Others. No. of respondent
21

Percentage

Frooti Maaza Slice Jump in Dabur Real Others

65 36 26 22 26 25

32.5 18 13 11 13 12.5

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

3 ) Which brand is the nearest competitor of frooti brand in your opinion? (a) Dabur Real (c) Slice (e) Others. Option No. of respondent Percentage (b) Maaza (d) Jump in

22

Dabur Real Maaza Slice Jump in Others

13 84 75 25 03

6.5 42 37.5 12.5 1.5

InterpretationAccording 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.

4 ) Which company have better distribution network? (a) Frooti (c) Slice (e) Dabur Real Option Frooti Maaza (b) Maaza (d) Jump in (f) Others. No. of respondent 60 54
23

Percentage 30 27

Slice Jump in Dabur Real Others

40 16 20 10

20 08 10 05

InterpretationThe 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.

5) Which is most preferred size of the bottle by you? (a) 200ml (c) 500ml (d) 1500ml Option 200ml 300ml 500ml (b) 300ml (d) 1000ml (Use more than one tick) No. of respondent 65 40 29
24

Percentage 32.5 20 14.5

1000ml 1500ml

45 21

22.5 10.5

InterpretationAccording 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.

6) You know the difference between branded and non branded soft drink? (a) Yes Option Yes No (b) No No. of respondent 170 30 Percentage 85 15

25

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

7) What do you feel about the price of soft drinks (a) Very high (c) medium (e) Reasonable Option Very high No. of respondent 24
26

(b) High (d) low

Percentage 12

High medium low Reasonable

70 51 36 19

35 25.5 18 9.5

InterpretationAccording 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.

8) Do you feel a price reduction will increase the sales of branded soft drinks? (a) Yes Option Yes No (b) No No. of respondent 145 55 Percentage 72.5 27.5

27

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

9) Which medium affected to you to buy? (a) Television (c) Display (e) campaign Option No. of respondent
28

(b) Magazine/Newspapers (d) Hoardings

Percentage

Television Magazine/Newspapers Display Hoardings campaign

75 40 30 25 30

37.5 20 15 12.5 15

InterpretationIn 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.

10) Do you think that aggressive advertisement further increase the sales volume of frooti?

29

(a) Yes (c) No reply Option Yes No No reply

(b) No

No. of respondent 120 45 35

Percentage 60 22.5 17.5

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

30

\ FINDING AND CONCLUSION

1.

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.

2.

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.

3.

According to the mostly retailer opinion the price of soft drink is high so they Prefer Frooti.

4.

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

31

BIBLIOGRAPHY

Websites: 1. 2. Books: 3. 4. 5. Statistical Method by S.P.Gupta. Research Methodology by C.R.Kothari. Methodology of research in social sciences by Krishna swami. www.isource.com www.frooti.com

32