A PROJECT REPORT ON

SALES&DISTRIBUTIONSYSTEMAND
MARKETSHAREOFFROOTI
In the partial fulfillment of the requirement for the degree of

MASTER OF BUSINESS ADMINSTRATION

Submitted By

MD. SHAMIM AKHTER

Reg. No. 35080314

Under the guidance of

Ms.R.SRI VIDHYA
Assistant Professor, SCHOOL OF MANAGEMENT
SRM UNIVERSITY

SCHOOL OF MANAGEMENT
SRM UNIVERSITY
KATTANKULATHUR-603203
May 2010

DECLARATION

I hereby declare that this project report titled Sales & Distribution system
and market share of frooti is executed as per the course requirement for the
post graduate program in management for final year project. It has not been
submitted by me or any other person to any other university or institution for
degree or diploma. Its my own work done in SWASTIK OVERSEAS PRIVATE

LIMITED, PATNA.

MD.SHAMIM AKHTER.

ACKNOWLEDGEMENT
This project report is a sincere attempt to carefully and systematically gather the facts
and evaluate the sales promotions Activity Market share of Frooti M/s Swastik Overseas Pvt.
Ltd. Patna as a part of the course curriculum of MBA Degree, from SRM School of
Management,Kattankulathur, Kanchipuram Dist, (T.N.) India. The Project is based on
eight weeks of duration. For the completion of my Project report many person directly or
indirectly assisted me.
I would also like to thank Dr. Jayshree Suresh, Dean, School of Management,
SRM

University,

Chennai

for

providing

an

opportunity

to

do

this

project.

.
I would like to specially thank Ms.R.Sri Vidya, Faculty, School of Management,
SRM University, for helping and guiding us in making this project a success one.
Eexpress my deep sense of gratitude to Mr. RAKESH NAYAN (DGM) Mr. MANOJ
PANDEY (AGM) & Mr. SHASHI BHUSHAN SINHA (AGM), PATNA , SWASTIK
OVERSEAS PRIVATE LIMITED for their invaluable guidance, support and
encouragement during the working with the project on Marketing policy for fruit and aqua
product (Frooti, Appy Fizz & Bailley) of SWASTIK OVERSEAS PRIVATE LIMITED,
under the project topic SALES AND DISTRIBUTION SYSTEM & MARKET SHARE OF
FROOTI. Their effective planning, coordination, skill, knowledge and experience have made
it possible to successfully complete the project within the stipulated time.
I would also like to thank all the faculty members of School of Management, SRM
University and also the whole staff members of SWASTIK OVERSEAS PRIVATE
LIMITED, PATNA as a whole.
I thank my beloved Parents and my elder brother for their valuable support,
without them it could have been very difficult for to give a proper shape to my internship
work.

BONAFID CERTIFICATE

This is to certify that this project is a genuine work of Md.Shamim

Akhter.(35080314) and he has successfully completed his project titled sales
&Distribution system and market share of frooti in Swastik overseas
ltd.Patna.under my guidance during16th march to 4th may,2010 in final
fulfillment of MBAdegree of SRM school of Management.kattankulathur.

Ms.R.Sri Vidya

Dr.Ms.Jaysree Suresh.

Sr.professor

Dean

Srm school of management

Srm school of management

INTERNAL GUIDE

EXTERNAL GUIDE

PREFACE
The present era is an era of BRAND MARKETTING. The business of brand
marketing can be compared to the game of chess. In the area of marketing brand name on the
board of chess.
The project report preparation is a part of curriculum of Master of Business
Administration. For the purpose it is required for an award of our Master of Business
Administration Degree that we should go a practical training for eight weeks. A project report
is a scientific and systematic study of real issue on a problem with the application of
management concept and skill. The study can deal with small and big issue in any division of
an organization. It can be case study where a problem has been dealt with through the process
of management of data, analysis and interpretation of data leading to valid conclusion.
Actually it is a way to practice what we have learnt. It enables me to apply my
conceptual knowledge in a practical solution and to learn the art of conducting study and
presenting the findings in systematic and scientific manner.
I was placed in Swastik Overseas Private Limited (Swastik Group, Ranchi,
Jharkhand), franchisee of Parle fruits products limited, Mumbai on a topic SALES AND
DISTRIBUTION SYSTEM & MARKET SHARE OF FROOTI.
I frequently hope that, this project report would be considerable help to the
management for developing strategies in those areas.

Finally, I thank to all those kind enough respondents who provided their valuable time
to me for responding my questionnaire that was mandatory for my internship work I had
done.

CONTENTS

CHAPTER:1
1.1Introductionaboutthestudy
1.2Objectivesofthestudy
1.3Importanceandtherelevanceofthestudy
1.4Limitationsofthestudy

CHAPTER:2
2.1.1HistoryofSwastik
2.1.2ProductProfile
2.1.3HistoryofFrooti
2.2.2ManufacturingprocessofSwastikOverseasPvt.Ltd.
2.2.3Marketingstrategies
2.2.4Organisationalsetup
2.2.1PromotionalactivitiesforRetailer&Consumers
2.3.2PromotionalactivitiesinSwastikOverseasPvt.Ltd
CHAPTER:3
Researchmethodology
3.1Introduction
3.2ResearchDesign
3.3Questionarie
3.4DataCollection
3.5SampleDesign
CHAPTER:4
Dataanalysisandinterpretations
CHAPTER:5
5.1Findings
5.2Suggestions
5.3Conclusion

Bibliography

Annexure

LIST OF TABLES

Table No.

Topic

Page No.

Table 01------------General Awareness--------------------------------------40

Table 02------------Satisfactory Level----------------------------------------41
Table 03-----------Want to change Frooti----------------------------------42
Table 04------------Need of Modification------------------------------------43
Table 05------------Satisfaction with Packaging of Frooti-----------------44
Table 06------------Satisfaction with Packaging of Appy Fizz------------45
Table 07------------ Satisfaction with Packaging of Bailley---------------45
Table 08-------------Preference of Products----------------------------------46
Table 09-------------Reason of Preference------------------------------------47

INTRODUCTION

Introduction chapter contains

1.1Introductionaboutthestudy
1.2Objectivesofthestudy
1.3Importanceandtherelevanceofthestudy
1.4Scopeofthestudy
1.5Limitationsofthestudy

1.1 INTRODUCTION
India with a population of more the 100crores is potentially one of the largest
consumer markets in the world. With urbanization and development of economy, tastes and
interests of the people changes according to the advance nation.
Marketing is about winning this new environment. It is about understanding what
consumers wants supplying its more efficiently and more conveniently.
The consumer market may be identified as the market for product and services that are
purchased by individuals as household for their personal consumption. Soft- drinks is a
typical consumer product purchased by the individual primarily quench their thirst and also
for refreshment. Different types of soft drinks are available in the market and more or less
content of all soft drinks are same. The market of soft-drink is facing a cutthroat competition
and many companies are floating in the market with their products with different brand
names. In such a kind of situation different factors which influence to the people choice for
soft drinks are taste, quality, images, easy availability and the product cost of soft drinks and
the advertisement. The Govt. of India has considered the soft drinks industry as Nonessential. As a result the excise duty levied by govt. on better soft drinks is very high.
Thus in a country like India where, more than 50% of the total population exists
below poverty line, the consumer cannot afford such high price for soft drinks. As a result,
the trading activities of the soft drinks industry are concentrated in and around big cities and
town where the purchasing power of population considered comparatively high.
Soft drinks Industries in India has an annual sale of about 4000crores, with per capita
consumption of soft drinks at a low of seven bottle per annum (even Pakistan has a per capita
consumption of 14 or in China and U.S.A its more than 800 bottles) is due to price factor.
So, marketing is both philosophy and technology. It is technology because it
suggests ways and means for effective production and distribution of goods and services in
the market to give maximum satisfaction to the consumer.
The marketing manager is responsible for both, determining and suitability of
goods and services presented by the company to the market, and also determining about
potential market and make better relation with the retailer.

In this regard the marketing management with have to apply to marketing technology
in the conceptual philosophy of system. It is the process of system analysis in the marketing
management for effective research and can be defined as Systematic objective and
exhaustive study of tasks relevant to any problem in the field or marketing.

1.2 OBJECTIVES OF STUDY

Primary Objective
To study on sales and distribution system & market share of frooti in Swastik
Overseas Pvt. Ltd, Patna.
Secondary Objectives
1.

To determine the factors which persuade the retailer for sale of Froot.

2.

To find out the promotional activities in Frooti.

3.

To find out the market share of Frooti against its competitor.

1.3 IMPORTANCE & RELEVANCE OF THE STUDY

The seven weeks Training is very important for a student of MBA. This type of study
gives some practical knowledge to MBA students and practical knowledge is more useful
than theoretical knowledge for any one.
There is no certain formula for any particular problem but the aim of this study is to
develop the ability of decision making. A right decision at the right time itself helps an
organization to run smoothly.
The training in any organization gives us an idea of different marketing activities and
many emphases is given on Promotional Activities Aspect and also it is seen how business
is taken tactfully when any problem comes to an executive. The way of problem solving,
right decision making and knowledge of different types of marketing activities gives much
importance to this study. Though only in 50 days, it was not possible to understand it so
deeply but overall ideas would be developed.
The market survey was conducted on a study of retails outlets and their Sales &
Distribution System for Frooti in Swastik Overseas Pvt. Ltd. in Patna, Bihar state.
This study was done in Swastik Overseas Pvt. Ltd. Patna. The geographical slope of
my survey was limited to Patna and Ara only. Study aims at relationship between Company
Executives and retailer and why any retailer sold particular brand only.
The survey covers a wide range of activities and factors, which influence the retailer
to sell the Frooti product. The samples of 150 respondents were taken to represent total
retailers of the mango-drinks, and the result was in the favour of Frooti. The validity of the
findings of this survey is limited to the period during which the field survey was conducted
i.e., seven weeks during 18th March to 4th May 2010.

1.4 LIMITATIONS OF THE STUDY

Although all efforts have been made to study all start of population as compared to
the topic of study, universe size and sample size findings of the study will be considered only
on the Urban Area and will be applied in Patna and Ara only because of the Retailers
perception and expectation varies in other place due to socio-economic and educational
background. At last but not the least the study will try to find out real depth of the actual
position as far as possible.
The survey suffers from following limitations:1.

Since the product under study was a consumer good which requires a large
sample to have a correct study, a sample size of 150 respondents was too
small for it. But time & money did not allow researcher to have a large
sample. And also to manage a large sample would also be difficult by
Researcher alone.

2.

Duration of study is also limited for further intensive study.

3.

Most stress was given on primary data. As it was difficult to collect

Secondary data form organization & distributors.

4.

The sample selected is not purely random sample but it is convenient so that
the result of the survey doesnt have any high degree if statistical
significance.

5.

The results of the survey are based upon crucial assumption Like:-

1.

It is strictly based on the responses of the Retailers & consumer.

2.

Theresultsthroughthequestionnairenotalwayscorrect.

3.

Convenientsamplingsometimeleadstothedistortioninresults.

4.

Thesamplesizeof150consumersnotsufficientforexactresults

5.

Difficult to ascertain the authenticity of their statement.

It is very difficult to influence and get right answer from old mentality

Retailers. Region i.e., Urban area therefore the result are applicable to Patna and Ara region
only these findings may not have much relevance in other regions of different from rest of the
country.
All the conclusions suggestions & recommendations will be made in the feedback
obtained from the survey on the basis of responses given by the respondents.

Profile of Swastik

This chapter contains

2.1.1HistoryofSwastik
2.1.2ProductProfile
2.1.3HistoryofFrooti
2.2OrganisationalSetup&Manufacturingprocess
2.2.1Productrange
2.2.2ManufacturingprocessofSwastikOverseasPvt.
Ltd.
2.2.3Manufacturingstrategies
2.2.4Organisationalsetup
2.3.1Productrange
2.3.2ManufacturingprocessofSwastikOverseasPvt.
Ltd.
2.3.3Manufacturingstrategies
2.3.4Organisationalsetup
2.4.1PromotionalactivitiesforRetailer&
Consumers
2.4.2PromotionalactivitiesinSwastikOverseas
Pvt Ltd

INDUSTRY PROFILE
Infrastructural development and opening of flood gates in the guise of LPG (The
Liberalization, Privatization, and Globalization) made a sea changing in cold drink. Industry.
The vast change in the outlook, purchase, style and usage of the Indian on various angles to
meet the onslaught of this indirect invasion of economy taste etc consumer started changing
rapidly. This created a havoc not only in the price view but also in the angle of quality, taste,
designs etc. Every concern started Every started changing their approach in price, design,
provision of comfort, company concentrating

2.1.1 GROUP PROFILE

The SWASTIK GROUP established in the year 1961 is one of the leading trading house in
Eastern India. With a diversified activities it is also engaged in providing Engineering,
Management and Financial Consultancy Services in the field of Infrastructure Development
from concept to commissioning. As a Trading Company engaged in catering the requirement
of Mining, Construction, Power Plants etc. SWASTIK GROUP has played a significant role
in the development of Indian Industry and Infrastructure Projects and so of the state of
Jharkhand. WE at SWASTIK aim to provide most effective and prompt after sales service for
the requirements sold by us through trained personnel.

ABOUT COMPANY
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. Mining And Construction

(i) Open Cast Mining

Hydraulic Excavators, Rope Shovels , Blast Hole Drills, Loading

Equipment, Rear End Dumpers, Draglines, Bulldozers, Motor Graders etc.

Coal and MineraI 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.

(ii) Underground Mining

Drilling, Loading, Man and Material Transportation Equipments, Under

Ground Support Vehicles.

Complete projects for mining (Minerals and metals)

2. Power Plants

MiniI/Micro Hydel Power Projects.

Thermal Power Projects Upto 1000 MW.

Hydel Power Projects upto 360 MW.

Transmission & Distribution Equipment.

3. Materials Handling and Reduction Equipments

Cranes - EOT/HOT upto 250 MT capacity

Mobile Cranes - Tyre mounted and crawler

Port cranes (Luffing Cranes, Container Handling Cranes)

Barges, Sea going vessels

Crushers & Grinders

4. Ferrous & Non-Ferrous Metal, Ferro- Alloys, Minerals and other metals

Aluminium,

Brass,

Copper,

Chromium

Rolledproducts, Steel, Silicon metal etc.

5. Machine Tools

Special Purpose Machine Tools

metal,

Ferro-Silicon,

Foundry Equipments & Machines

Electrical, Pneumatic and Cordless Engineering Tools

CNC Machines

6. Forgings & Castings

Forging & Castings of Ferrous and Non Ferrous Metals,, Mn Steel

Casting,Liner Plates, Rolls for Rolling Mills etc.

7. 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.

8. General Trading
Bearings, Cement, Ferrous & Non-Ferrous Metals, Gears and
Speed

Reducers,

Lubricants,

Petroleum

Products,

Compounds and Chemicals, Steel, Tyres and Tubes etc.

9. Electrical Equipments and Components

Transformers

Switchgears

Motors

Luminairs

10. Constultancy Services

Rubber

We Provide Engineering and Management consultancy Services for

Infrastructure Projects i,e . Roads, Bridges, Ports and Harbous, Water Treatment
and Distribution, Sewage Treatment, Material Handling Plants, Railways, Urban
Development

etc.

11. Publication
The group has ambitious plans for its publication division but to begin with it
has launched the Jharkhan edition of The Pioneer by entering into an agreement
with the printers and publishers.
12. Manufacturing
The group is engaged in manufacturing Mango Drink (Frooti), Appy Fizz
(carbonated) & Bailley Packaged Drinking Water as a Franchisee of World
Renowned Parle Agro Private Limited. Two state of the Art Units has been
commissioned at Tatisilwai Industrial Area, Phase-II, Ranchi for catering the
requirement of Bihar and Jharkhand in particular with a network of over 250
Distributors and 25000 marketing points.

GROUP COMPANIES

Powermech (India) Pvt Ltd

STI Marketing Pvt Ltd

Swastik Aqua Ltd

Swastik Coke Pvt Ltd

Swastik Forgings Pvt Ltd

Swastik Fruits Products Ltd

Swastik Global Pvt Ltd

Swastik Overseas Pvt Ltd

Swastik Softech Pvt Ltd

Swastik Trades & Industries

High Point Rendel (India) Pvt Ltd

Associates and Representatives (India)

Kolkata

Hyderabad

Indore

New Delhi

Raipur

Associates and Representatives (Overseas)

London, United Kingdom

Moscow, Russia

Sydney, Australia

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

Communication

Export

Forgings & Castings

Ferrous & Non-Ferrous Metals

General Trading

Machine Tools

Materials Handling and Reduction Equipments

Minerals and other metals

Mining and Construction

Power Plants

BOARD OF DIRECTORS
H.P. Sarawgi-----------------------------Chairman
B.N. Sarawgi------------------------------Director
Manju Sarawgi---------------------------Director
Binod Sarawgi----------------------------Director
Sunita Sarawgi- --------------------------Director
Bijay Sarawgi- ----------------------------Director
Leela Sarawgi-----------------------------Director
Binay Sarawgi-----------------------------Director
Vrinda Sarawgi----------------------------Director
Raashi Sarawgi----------------------------Director
Aditya Sarawgi----------------------------Director

PROMOTERS
H.P.Sarawgi
Mr. H.P. Sarawgi, 75 years of age, started his own business in the year 1962
in the name of Swastik Trades & Industries with its head quarters at
Ranchi. He has provided a dynamic leadership during the last five decades.
He has experience of more than 50 years in the business of trading and
manufacturing
companies.

and

is

the

Chairman

of

all

the

group

B.N.Sarawgi
Mr. B. N. Sarawgi is B.E, FIPE, FIE and since 1976 he is with the group
as Senior Director. He has 30 years of experience in project marketing. He
has excelled as a consultant in engineering projects in the Indian sub
continent.
Binod Sarawgi
Mr. Binod Sarawgi is B.Com, LLB and is Director of the group company.
He has experience of more than 28 years in marketing and
administration. He is responsible for group activities in mining and
construction, power plants, electrical equipments and the export business.

Bijay Sarawgi
Mr. Bijay Sarawgi is B.Sc is having 25 years of experience and is
responsible for the groups activity with Mining Industries. Besides this, he
also takes care of business activities attached with various other organizations.
Binay Sarawgi
Mr.Binay Sarawgi is B.Sc is having 22 years of experience with the group
and is responsible for the general administration, finance and trading activities
of the group Companies. He is also responsible for the franchise units of
Frooti, Appy Fizz and Bailey mineral water.
Richa Sarawgi
Richa Sarawgi has an MSc International Business Management degree with 6 months
experience in exports. Currently she is assisting in the infrastructure projects at Madhya
Pradesh and Chhattisgarh.

OBJECTIVE
TobepartnersinProgressbyassistingOurclientsinOptimizing
theirPotentialtoachieveCorporategoalsbyOfferingTHE
SOLUTIONS

VISION
Tobeknownandidentified.Asanethical,trustworthy
AnddependablecompanyReliedupon
byClients,offeringRealandlastingSolutions
atanAffordableCost

SWASTIK GROUP
An ISO 9001-2000
Swastik Overseas Pvt. Ltd.
Swastik Softech Pvt. Ltd.
Powermech (India) Pvt. Ltd.
Swastik Global Pvt. Ltd.
Swastik Forgings Pvt. Ltd.
Swastik Trades & Industries
Swastik Coke Pvt. Ltd.
STI Marketing Pvt. Ltd.
Swastik Aqua Ltd.
Swastik Fruits Products Ltd.

LOCATION AND BASIC INFORMATION

The companys manufacturing unit is located at Ranchi, SWASTIK ESTATE,
TATISILWAI INDUSTRIAL AREA, PHASE-II, RANCHI-835103 (JHARKHAND).
Corporate office of the company is located at SWASTIK HOUSE, GANDHI CHOWK,
UPPER BAZAR, RANCHI-834001 (JHARKHAND).
Marketing Office of the company is located at Swastik Chamber, Shri Gopal
Complex,

Kutchery

Road,

marketing@swastikgroup.co.in

Ranchi

834

001

(JHARKHAND),

e-mail

Patna Depot of the company is located at SWASTIK OVERSEAS PRIVATE LIMITED,

SHALIMAR COLD STORAGE, NEW BYPASS ROAD, ANISHABAD, PATNA-3
(BIHAR).
Corporate office of Patna is located at SOUTH ANANDPURI, WEST BORING
CANAL ROAD, PATNA-800001.
Beside these offices, offices of SWASTIK GROUP is located at approx every state capital
of the country.
COMPANY CHARACTERISTICS
Organization of manufacturing
Firms of manufacture
Marketing ability of personal in the firm
Size of the company
Firms financial resources
Past channel experiences
Current marketing policies
Company product mix
Speedily delivery of goods to ultimate customers
Direct marketing
Provide all facilities to workers of the company as for as company act 1956

FACTS ABOUT COMPANY

*Attitude/intention of distribution to handle the project.
*Sound knowledge of distribution about companys product
*Distributors willingness to maintain adequate stock.
*Distributors ability to get more business.
*The territorial coverage which he desires.
*Financial soundness and capability to early adequate Representative stock of products.
*Intention acceptance of the customers regarding manufacturers price policy.

*Other factors which provided the better facilities to the customers satiafactio

2.1.2PRODUCT PROFILE
SWASTIK OVERSEAS PRIVATE LIMITED
SWASTIK FRUITS PRODUCTS PRIVATE LIMITED: --1) FROOTI
Type

Quantity

Rate

65ml

80pc/case

Rs. 212/case

200ml

24pc/case

Rs. 260/case

500ml

24pc/case

Rs. 540/case

1 litre

12pc/case

Rs. 486/case

1.5 litre

8pc/case

Rs. 432/case

2) APPY FIZZ
Type

Quantity

Rate

300ml

24pc/case

Rs.366/case

5ooml

15pc/case

Rs.345/case

1 litre

12pc/case

Rs.490/case

3) SWASTIK AQUA PRIVATE LIMITED: --1) BAILLEY

Type

Quantity

Rate

1 litre

12pc/case

Rs.84/case

2 litre

6pc/case

Rs.84/case

Mango Frooti
Say "hello" to the most passionate member of our family, Mango Frooti.
The Mr. Seen-it-all in the family, this popular fresh 'n' juicy mango drink has been around
since 1985. It has also been rated as India's Most Trusted Fruit Beverage Brand*. Mango
Frooti has this unique ability to change with the times, and to adapt to the diverse preferences
of consumers across ages. From its golden-day Tetra Pack to the most recent triangularshaped packaging, every pioneering move has made it more endearing to its ever-growing fan
club.
Frooti is available in 65ml and 200ml TetraPak, 250ml, 500ml, 1Ltr. and 1.5 Litre. PET, and
200ml and 2Ltr PET (in select markets)
Frooti was launched in 1985 in TetraPak packages. It is also now available in PET
bottles and rectangular shaped packs. Frooti is exported to the U.S.A., Canada, U.K., U.A.E.,

Saudi Arabia, Malaysia, Maldives, Singapore, Thailand, New Zealand, Australia,

Mozambique, Congo, Ghana, Malawi, Zambia, Nigeria, Tanzania, etc

Appy Fizz
Meet up and hang out with the most chilled out member of our family, Appy Fizz.
He's young, fun and famous. Launched in 2005, this new kid on the block is a sparkling apple
drink that comes in a sleek champagne-shaped bottle. Appy Fizz has become quite a popular
figure amongst the youth who frequent places like college canteens, discotheques, pubs, etc.
Hmm, thoroughly a cool drink to hang out with.
Appy Fizz is available in 300ml, 500ml and 1 Litre. PET.

Bailley
The saint of the family. Well, there can be nobody purer, Bailley Packaged Drinking Water.

The provider of rejuvenation, energy, youth, spirit and life. Renowned for its pioneering
efforts. The first water brand to be issued the ISI certification. The first to launch special
four-sided 200ml bottles catering to premium airlines like Jet Airways and British Airways.
Considering the fact that the water segment is growing at a staggering rate of 40%, the future
is clearly Bailley.
Bailley is available in 200ml, 330ml, 1 Litre. & 2 Litre. PET and 20 Litre SKU as well.

2.1.3HISTORY OF FROOTI
*Frooti ranked 23rd, is up in the ranking by 13 points as compared to last years rating.
*Frooti is ranked above Thums Up (rank 34), Coca-cola (rank42), Limca (rank 54), Bisleri
(rank 71), and Sprite (rank 95).
*Frooti is the only Mango drink to feature among top 100 brands.
*In the SEC A1 category Frooti is ranked 18 and in B1 it is 15.
*The most trusted brand survey that is jointly carried out by Brand equity, Economic Times
Intelligence Group, and AC NIELSEN ORG MARG. It is the largest of its kind of India and
is conducted to identify the recall of major brands. A list of 300 brands was made for this
years survey and evaluated on parameters such as familiarity, perception, quality, and
distinctiveness, value for money and purchase intent.
In this survey Mango Frooti was ranked as Indias most trusted fruit beverage brand.

2.2ORGANISATIONAL SETUP AND MANUFACTURING

PROCESS

2.2.2 Manufacturing Process of Swastik Overseas Pvt. Ltd.

1.Mango Pulp:-

Fine quality of mango pulp is used for making of Frooti. It is bought from areas of
Bangalore and Mumbai

2.WATERTREATMENT:
Watertreatmentisveryimportantinsoftdrinkplantasthenatureandquality
ofwatervariesfromplacetoplaceTisetuniformand\standardwatertheprocess

of treatment is carried on the water taken out form boring will by the help of motor
pump and chlorinated by chlorinates and then by the help of pipelines came to
treatment tank called Coagulation Tank where to this water soluction of different
strength of added through dosing pump to reduce alkalinity, n hardness, kill the
bacteriaschemicalsaremixedbysettledownassludgeandclearwaterpassesthrough
inbottlewasherandboilerneedssoftening.
For this purpose, the water from storage tank after passing through two filter
beltscontainingfindsandandgranularcarbonrespectivelycometopassthoughabelt
ofresinandbottlewashertoreducescaleformationinsidethemachines.
3.SYRUPMARKING:
For syrup making of particular brand calculated quantity of sugar water
activatedcarbonandhighflownsupercellknownasfilteraidaretakenintoasugarto
entersteamandalsofilteredbyamotorwithagitator,sugarsyrupcalledRawsyrupis
prepared by dissolving the sugar with continuous stirring and heating by steam
suppliedbyoilfiredboiler.Thishotsyrupbythehelpofapumpisfilteredthrougha
filterpressthoughwaterP,H.ECirculatedbyglycolforfurthercoolingthechilledsyrup
comes to a Mixing tank, which is quantity of bricks Hydrometer concentrate is added
andtothemixedthoroughlybyamechanicalstirrerfiltertotherank.Thismainly,the
liquid part are kept in a cold store, the temperature if finished syrup room is also
maintainedAirconditioner.Allthecontainersusedforsyrupmakingarecleanedand
sanitizedbysodabiCarbonatestrongchlorinesolutionandcausticsodasolution.
4.FILLING:
Finishedmangopulp,syrupandtreatedwaterareconnectedtoadosingpump
whichmangopulp,mixessyrupandwaterinafixedandstandardratio.
5.TESTINGPRODUCTS:

Finally the finished product during bottling is tested in laboratory to meet

parameters and also to get standard and quality products. To maintain the standard
and uniformity in products the sugar contents and carbonation in the filed bottle are
cheeked inregularly intervals by certified by bricks hydrometers,refractor meter &
pressure gas. The dead weight tester is needed calculate pressure gas to know meter.
ElectronicdigitalBalanceisusedtoweightchemicaltoconducttestinlab.ACOpurity
testerchecksthepurityofCO.
The microbiology test of the products and water used in syru8p making an
production are also done to ensure that the product is free from any bacteriological
contamination.Toconductthemicrotest,hotsterilizer,incubatorautoclave,paidfilter
membranesmediaareproducedaridused.
Thedieselgeneratorincaseelectricityfailureforsmoothoperationofplant.To
drawn electricity for the State Electricity Board the transformer used .Furnace Oil/
DieselOilisusedinboilerforgenerationsteam.

RAW MATERIAL INPUTS

Acoldorsoftdrinkbottlingplantrequiresthefollowingrawmaterials:
1.MangoPulp
2.Sugar
3.Flavour
4.Water
5.PlasticBottles
6.Cartons

MARKETINGSTRATEGY
Marketingstrategyisthecompleteandunbeatableplandesignedspecificallyfor
attainingthemarketingobjectivesofthefirm.Themarketobjectiveindicateswhatthe
firm indicates, what the firm wants to achieves, the marketing strategy provides for
achievingthem.
Themarketingstrategyisnotableidea.Itisawelloutlinedplan,andthereare
differentwaystoformulatingit.Basicallyformulatingofmarketingstrategyconsistsof
twomainsteps.
Selecting a Target Market. Assembling the marketing mix, Actually, the target
marketingandmarketingmixtogetherconstitutethemarketingstrategyofthefirm.
When the Parle food Company entered in the Indian soft drink market, the
market was already prevailed by coke and previously it was Godrej, Pepsi tried to
established in India with a unique marketing policy, Parle took into consideration of
youthsegmenttargetmarkets.ThoughtheadvertisementofPepsihighlightedthestyle
of living of young generation with different walk of life. Frooti brought in its
advertisementdifferentstalwartspersonalitiesfromdifferentfields.Ithasattractedthe
younggenerationandofcourseincreasethesaleofFrooti.

2.2.3MARKETING STRATEGIES
Based on the mapping of market potentially untapped areas would be identified and
suitable number of retailers would be appointed based on demographic profile of the
prospective consumers.
Emphasis will be given more on the grocery shops, kirana store in small locality and
in villages, Pan Dukan at the Bus Stand and Railway Stations, near hospitals, in
canteen of school and colleges, Authorised vendors at Railway Stations, and many
more suitable places.
Distribution vehicle should be in good condition to deliver the products.
Undeveloped market like remote areas should be developed.
More value added products like sugar free Frooti, natural mango drink, pulpy mango
drink, etc. Should be added to the product line. Water Bailley can be introduced in
different flavoured, like-Nimbu Pani, Jal Jira, Glucose water, etc.

Packing of the product can be more attractive. There is a necessity of a change in the
current packing of Bailley.
Retailers should get some more margins. This will attract them towards Frooti.
MARKETING PROCESS
1) Delivery of product to the retailers directly
2) Supply of products on credit basis.
3) Delivery of products through different distribution channels, wiz- dealers, sub dealers.
4) Flexible price
5) Personal rapport with the consumer.
6) Ensuring regular and reliable supply of the Frooti to consumers.
7) Seasonal and special offers to retailers, to make more margins for them.
8) Improvement in the quality of different available products as a result of taking up quality
assurance programme at the manufacturing unit.
9) Reaching close to consumers by expanding the retail network and establishing parlours.
10) Implementing the consumer awareness programme, specially by involving school
children.
11) Service to retailers and redress of consumer and retailers complains.
12) Liberalising the term for appointment of retailers, by increasing commission to them.
13) Strengthening of marketing teams by including professionals and better supervision.
Appointment of Sales Officer (S.O.) will be helpful in knowing the market condition and
supervising the salesman.

FIELD EXPERIENCE
I went the different area of Patna and Ara with respective salesperson of the company
and individual of my own. I meet with the persons who engaged in dealing Frooti, Appy Fizz
& Bailley and its competitor products. Dealers, Retailers, Stockiest to meet them directly and
collected information about the sale of fruit drink and aqua drink of Parle and complete this

JOB-TRAINING PROGRAMME. During survey I faced a bundle of problem, as

communication, lack of time and money factors also.
Besides these obstacles, I felt, that survey is a interesting work, because the person who
dealing Cold Drinks from different culture and attitude, and there was a good opportunity to
know actual behaviour of the businessman and the actual activities of different areas of
Marketing and other business department, or activities.
Today there is a very tough situation in this competitive market, to survive in the field of
marketing basically. Here a brief knowledge about the Government Policies, other
competitors companys policy, marketing channels, etc. Is the essential component in the
field of marketing? A good marketer has over looked about these various areas (A kind of
bands). If the marketer has not a brief knowledge about these over write obstacles (various
areas of business activities) they cannot survive in market for long period of time, the ending
stage is very near to these companies or distribution channel or marketer who engaged in
Business activities.
WORKING CONDITION
Salesman has to work directly in the market. They have to sale their product directly
to the retailers.
At Patna depot sales man were working directly for retailers.
At the distributors appointed by the Depot or directly by the manufacture, they
appoint their own salesman for the purpose of distributing and selling the products of
the company.
Depot and agency were also getting orders from the retailers and their other potential
customers. Manger or the in charge of the depot and agency get order by telephone,
and they ensure for delivery on respected time.
At some places salesmen have to wait for a long period for the payment. This may be
a cause of irritation.
CONSUMER CHRACTERISTICS OF BIHAR
Bihar is no different from the general characteristics exhibited by the customers.
Buying habits.
Consumers often asked about some discount, low price of competitors, and some
special attraction.

Size and location of market.

m
ple, their
Size of the marrket dependd upon the locality, livving style oof the peop
income. Saale off the prroducts alsoo differs upo
on rural andd urban areaa.
Order size/lot size.
Number off customers//geographical dispersio
on.
Frequency of purchasee.
Regularity and successsibility selliing method..
Assortmentt.
Easily available.
Selling of
o the produuct also deppends upon easily availlability of thhe product. In rural
areas cool mango
m
drinkk is hardly available. Iff available they
t
generaally charge more
m
for
cooling chaarges. Largee size is gennerally unav
vailable in ruural markett and small locality.
l
During peak
p
seasonn there is sccarcity of product. Thee company generally unable
u
to
meet the deemand of coonsumers inn all segmen
nts and size of the produuct.

LEVE
EL OF DISTRIBUT
TION CH
HANNEL
a)Zeroo level disttribution channels
c
e.g. Direct
D
maarketing,

MA
ANUFA
ACTUREER

CON
NSUM
MER

b)Firstt level disttribution channel

c
e.g. Retailers
R

MANU
UFACTURER

RETAILERS

CONSUMEERS

c) Secoond level distributioon channeel

e.g. Wholesallers, Retaiilers

M
MANUFACTUR
RER

WHOLESALER

RETAILLER

CONSU
UMER

d) Thirrd level diistributionn channel

e.g. Broker, Wholesaler
W
r, Retailerr
M
MANUFACTURER

BR
ROKER

WHOLESA
ALER

RETAILER

CO
ONSUMER

>>> The
T company adopts firrst level and
d second levvel distribution channell. The
depot of the compaany sales itss product directly to rettailers, and then from rretailer it go
oes to
mers. This haappens onlyy places wheere depot off the compaany is locateed.
consum
In sm
mall towns wholesalers
w
are establish
hed by the company.
c
W
Wholesalers get
productt from the depot
d
of the company, and
a they salle to retailerrs. From rettailers it goees to
consum
mer.

2.2.1 Prromotionall Activities

Promotion
nalactivitieesconsisto
ofvariousm
meansofco
ommunity persuasiveelywith
thetarggetaudience.Theimp
c
portantmetthodsare:
(a)

Advertisem
ment : Wh
here an ideentified spo
onsors payys media (sstar TV)
totransmittotargetconsumer.

(b)

heresalesrrepresentaativeemplo
oyedbytheeengage
Personalselling:Wh
in interpeersonal co
ommunicattion with individuaal consumer and
prospectiv
vecustomers.

(c)

Sales prom
motion : Where thee market utilize
u
disp
p demonsttrations,
premiumscontestsorsimilardeevices.

(d)

Publicity and
a
Publicc relation : help to stimulate supportive items
about the firm and its product that havee greater ccredit with
h public
thanadverrtisement.

Of all the methods

m
o promotio
of
onal activitties that co
onstitute th
he promotiion mix,
salespromotionistheonly onemetho
odthatmak
kesuseofincentiveco
ompleteth
hepush
pull promotional strategy lf
l motivatin
ng the salees of the diistributor aand the consumer
transacctingasale.

AccordingtoAmericanMarketingassociationsalespromotionrefersThose
activities other than personal selling., advertising and publicity, that stimulate
consumer purchasing and dealer effectiveness, such as display, shows and Exhibition,
demonstration and various other nonrecurrent selling efforts not ordinary. Sales
promotionisalsobythenameofextrapurchasingValue(E.P.V.)
ASSEMBLING THE MARKET MIX
Thesetofcontrollabletacticaltools:
A product, place service and promotion (4ps) that the firm blend to produce the
responseitwantsinthetargetmarket.Thesearethefollowing4ps.
2. Products:Thatcouldmeettheidentifiedneedsofchosenconsuminggroups.
3. Place : It performs various functions like transportations, were housing,
channelmanagementetc.Sotheproductcouldconsentinglyreachtheconsumer
andpromoteroftheproduct.
4. Promotion : The firm carries out a no. of measures like personal selling,
advertising and sales promotion programmed with view to communicate the
consumerandpromoteroftheproduct.
5. Price:Itreferstothevariousservicestobeprovidedtothecustomerbefore
andaftersaleperiod.
Itisthemechanismtoachievetheconsumptionsofmarketingprocess,striking
thelevelofpricethatisacceptedtothefirmaswellasconsumer,4pspoliciesofthe
Pepsiproducts
1. Product
There are different lines of products of mango drink in Indian that is
almostmatchedwithinternationalqualityproductline.
Frooti:65ml,200ml,500ml,1ltr,1.5.ltr
AppyFizz:300ml,500ml,1ltr.

2. Place
Frooti has a strong channel of distribution, and view intermediaries
commandthedistributionwork.
BottlerDistributorRetailerConsumer
Bythissimpledistribution,Frootiisdoingwell.Thecompanyistryingto
reach at every route urban and village areas. The company has succeeded to
someextentinreachingitstarget.
3. Promotion
In the specific sense sales promotion methods are those sales activities
thatsupplementbothpersonalsellingandadvertisingandcoordinationthem
and helps to make them effective such as display, shows and exposition and
demonstrationandotherrecurrentsettingeffortsnotinordinaryroute.
Frooti has taken verity of tools and techniques of sales promotion. Like for
examplesalespromotionletters,catalogues,pointofpurchase(POP),display,customer
serviceprogrammedanddemonstrationfreesample.
2.3.2SalespromotionalactivitiesofFrooti:
Scheme : Frooti under Swastik Overseas Pvt. Ltd. has offered a lot of schemes for
salespromotion.

RETAILERS SALES PROMOTION

Free4TCApackfreeoncasepurchaseon65ml.
Free2Bottlesfreeonpercasepurchaseon200ml

RESEARCHMETHODOLOGY

ThisChapterContains

3.1Introduction
3.2ResearchDesign
3.3Questionnaire
3.4DataCollection

3.1 INTRODUCTION
A research methodology is the specification of methods and procedures for
acquiring the information needed to structure or to solve problems. It is the overall
operational pattern or frame work of the project that stipulates what information is to be
collected from which sources, and by what procedures. If it is a good design it will ensure
that the information obtained is relevant to the research problem and that it was collected by
objective and economical procedures. A research design might be described as a series of
advance decisions that, taken together, from a specific master plan of model for the conduct
of the investigation. Although research designs may be classified by many criteria, the most
useful one concerns the major purpose of the investigation. The major purposes of
exploratory studies are the identification of problems, the more precise formulation of
problems (Including the identification of relevant variables), and the formulation of new
alternative courses of action. An exploratory study is often the first in the series of projects
that culminate in one concerned with the drawing of inferences that are used as the basis of
management action. That is, an exploratory study is often used as an introductory phase of a
larger study and results are used in developing specific techniques for the larger study.
Secondary sources of information, as used in the section, are the rough equivalent of the
Literature on the subject.
Research methodology is a way to systematically solve the research problem.
Information can be collected from only a part of population. It is possible for the researcher
to collect more elaborate information from the few sampling units in Patna than from the
large population which can be taken as representation of the universe

ResearchMethodology
Therearemanywaystogetinformation.Themethodsusedare:
ResearchDesign
DataCollection
PrimaryResearch
QuestionnaireSurveys

Talkingwithpeople

Personalinterviews

Telephonesurveys

Secondaryresearch
Literaturesearches

Throughinternet

ThroughPeriodicals

SamplingProcedure

AnalysisOfData.

Conclusion

PROCESS ADOPTED:
GAINING KNOWLEDGE ABOUT THE SALES &DISTRIBUTION SYSTEM AND
MARKET SHARE O FROOTI IN
CONSUMER MARKET: READING ABOUT
THE MARKET WAS THE FIRST STEP UNDERTAKEN. THIS GAVE NOT ONLY
IN DEPTH KNOWLEDGE ABOUT WHAT HAS BEEN OFFERED BY THE PARLE
AGRO(SWASTIK LTD) BUT ALSO PROVED USEFUL WHILE DEVELOPING
THE QUESTIONNAIRE.

STEPS IN THE DEVELOPMENT OF THE SURVEY INSTRUMENTS: THE MAIN

INSTRUMENTS REQUIRED FOR SURVEY WAS A WELL-DEVELOPED
QUESTIONNAIRE. THE QUESTIONNAIRE DEVELOPMENT TOOK PLACE IN A
SERIES OF STEPS AS DESCRIBED BELOW:

Researchobjectivesarebeingtransformedintoinformationobjectives.
STEP1

TheAppropriatedatacollectionmethodshavebeendetermined
STEP2
Theinformationrequiredbyeachobjectiveisbeingdetermined.
STEP3
SpecificQuestions/ScaleMeasurementformatisdeveloped.
STEP4
Question/ScaleMeasurementsisbeingevaluated.
STEP5
Thenumberofinformationneededisbeingdetermined.

STEP6
Thequestionnaireandlayoutisbeingevaluated.
STEP7
Revisethequestionnairelayoutifneeded.
STEP8
TheQuestionnaireformatisbeingfinalized.
STEP9
Theselectedcustomershavefilledthequestionnaires.
STEP10
Filledquestionnairearebeinganalyzed
STEP11
ConclusionandRecommendationsaredrawnaftertheanalysis.
STEP12

RESEARCH DESIGN
We carried out the research using a combination of primary and secondary data. Thus the
researchisdesignedwithacombinationof:

ExploratoryResearchdesign

DescriptiveResearchdesign

EXPLORATORY RESEARCH
AsIwasunawareofthesalesanddistributionsystem,exploratoryresearchhelpedme
to gather information from the secondary resources. I referred to various magazines,
Internet,andindustryassociationreportsetc.
DESCRIPTIVE DESIGN
Afterconductingtheexploratoryresearch,forfurtherconcretedetailsregardingvarioussmall
intheworldofConsumer,IresortedtotheDescriptiveDesignofmarketresearch.UnderthisI
have analyzed the customer behaviour on different parameters. The Descriptive design has
givenmeabetterinsightofsalesanddistributionsystembybringingtotheforemanyminute
detailsregardingtheconsumerpreferences.Ithasfurtherhelpedmeinacarefulanalysisofthe
secondarydataandalsorefiningthedesireddatabymakingtheobjectiveclearer.

DescriptiveDesignusingthefollowingmethods:
QUALITATIVE METHODS:
TelephoneSurveys
QuestionnaireSurvey
Talkingtothecustomers

QUANTITATIVE METHODS:
DATA COLLECTION
Thewholeresearchisbasedonprimarydataaswellassecondarydata.
PRIMARY DATA:
Primarydatacollectedthroughthequestionnairefromthevariousrespondents.
Datas were collected in the questionnaire format not on a particular date but
taking into consideration ordinary working days. I have collected at different market areas
like Gandhi Maidan, Maharaja Kameshwar Complex, Maurya Lok, at different schools and
colleges- Patna University, Science College, B.N. College, PCS, Pan Dukan, Retailers, etc

SECONDARY DATA:
Secondarydatacollectedthroughthemagazines,newspapers,Companiescatalogueand
theadvertisement.

SAMPLE SIZE:
Appox.200(150consumer+50retailers)respondents.
Therespondentsareconsumerandretailers.
These200respondentsareselectedapproximatelyequallyforallthebrands.
TheAgeofrespondentsisapproximatelybetween1855yrs.
Itisbasedontheconvenientsampling.
Reasonsforselectingconvenientsampling.

Timeconstraint
Resourceconstraint
Costconstraint

LimitationsOfResearch:
Theresultsthroughthequestionnairenotalwayscorrect.

Convenientsamplingsometimeleadstothedistortioninresults.
Thesamplesizeof150consumersnotsufficientforexactresults
Regionallimitations
MysurveywaslimitedtoPatna&Araregion.

Samplesize
Thesamplesizetakenforthismarketresearchwas200inwhich50wasretailersand150as
consumers.Butthissamplesizeistoosmalltobeatruerepresentativeforpopulationsize.The
datacollectedfromthissamplesizecannotbegeneralizedforthepopulation.

TARGET POPULATION
The target population for this market group was 18 and above. But while conducting the
research I found that the respondents were maximum in the age category of 1855, which
limitedtheboundariesofourresearch.

CLASS LIMITATION
Thetargetedpopulationwasinmajorityfromthemiddleandhighincomegroup.

KEY ANALYSIS AND FINDINGS:I have given to study the various distribution and market aspects, which are
responsible for increasing market share of Frooti in Patna under the Frooti Depot in
PatnaZone.
Studied:
1. Market share of Frooti.
2. Exclusive outlets of Frooti.
3. Signage i.e. hoarding, glow sign boards, sign boards and wall painting (for
advertisement) in the market.

DATA ANALYSIS:-

TABLE 1:- General Awareness

Particular
Aware
Unaware
Total

No. Of Respondent
142
08
150

% of Respondent
94.66%
5.33%
100%

160
140
120
100
80
Series1
60
40
20
0
Aware

Unaware

No. Of people aware about Frooti: 142

No. Of people not aware about Frooti: 008

TABLE 2:- Satisfactory Level

Particular
Satisfactory
Dissatisfactory
Total

No. Of Respondent
90
60
150

%
60%
40%
100%

92
90
88
86
84
82

Series1

80
78
76
74
Satisfactory

Dissatisfactory

No. Of people satisfied with Frooti: 90

No. Of people not satisfied with Frooti: 60

TABLE 3:- No. of People Who Want to Change Frooti

Particulars
Want to change
Does not want to change
Total

No. Of Respondent
60
90
150

%
40%
60%
100%

100
90
80
70
60
50
Series1
40
30
20
10
0
Yes

No

No. Of customers who want to change Frooti: 60

No. Of people who does not want to change Frooti: 90

TABLE 4:-

Need of Modification

Particular
Need Modification
Does not need modification
Total

No. Of Respondent
120
30
150

%
80%
20%
100%

140
120
100
80
Series1

60
40
20
0
Yes

No

No. Of customers who want some change in Frooti: 120

No. Of customers who does not want some change in Frooti: 30

TABLE 5:-

Satisfaction With Packaging of Frooti

Particular
Satisfy with packaging
Does not satisfy with
packaging
Total

No. Of Respondent
80

%
53.33%

70
150

46.66%
100%

82
80
78
76
74
Series1

72
70
68
66
64
No

Yes

No. Of customers satisfy with packaging of Frooti: 80

No. Of customers does not satisfy with packaging of Frooti: 70

TABLE 6:-

Satisfaction With Packaging of Appy Fizz

Particulars
Satisfy
Does not satisfy
Total

No. Of respondent
130
20
150

%
86.66%
13.33%
100%

140
120
100
80
Series1

60
40
20
0
No

Yes

No. Of customers satisfy with packaging of Appy Fizz: 130

No. Of customers does not satisfy with packaging of Appy Fizz: 20

TABLE7:Satisfaction With Packaging of Bailley

Particulars
Satisfy
Doesnotsatisfy
Total

No.OfRespondent
30
120
150

%
20%
80%
100%

140
120
100
80
Series1

60
40
20
0
No

Yes

No. Of customers satisfy with packaging of Bailley: 30

No. Of customers does not satisfy with packaging of Bailley: 120

TABLE: - 8 Prreference of Produ

ucts

e
Preference
Frooti
Mazaaa
Slice
Jumpinn
Mangoo Sip
Total

No. Of Responde
R
ent
40
50
30
15
05
150

%
26.66%
33.33%
20%
10%
3.33%
100%

60
50
40
30
Series1
20
10
0
Frooti

Mazaa

Slice

Jumpin

Man
ngoSip

No. Of customerrs who preefer Frootti: 40

No. Off customerrs who preefer Mazaaa: 50
No. Off customerrs who preefer Slice:: 30
No. Off customerrs who preefer Jumppin: 15
No. Off customerrs who preefer Manggo Sip: 5

TABLE 9: - Reason for Preference

Reason for Preference

Taste
Brand
Price
Availability
Total

No. Of Respondent
110
19
17
04
150

%
73.33%
12.66%
11.33%
2.66%
100%

120

100

80

60
Series1
40

20

0
Taste

Brand

Price

Preference due to taste: 110

Preference due to Brand Image: 19
Preference due to Price: 17
Preference due to Availability: 4

Availability

FROMRETAILERS
1. Howmanybrandsareyouhavingcurrently?

TWO

THREE

FOUR

MORETHANFOUR

8%
20%

10%

62%

*Mostoftheretailerhavingthreeandfourbrands,becauseofcustomer
demand.

2.Whichismoredemandablebrandaccordingtoyouinthecurrent
market?

OTHER
10%

FROOTI
42%

MAAZA
30%

SLICE
18%

*Inthecurrentmarketfrootiismarketleader,duetoitstasteandquality.

3.DoyoukeepFrooti?
NO
4%

YES
96%

*Almosteveryretailerkeepfrooti.
4. Whichbrandismoremarginable?

ChartTitle
OTHER
10%
MAAZA
12%
SLICE
18%

FROOTI
60%

*duetofreeschemefrootiismoremarginable.

5.Whichbrandhavingthelargemarketshareaccordingtoyou?

OTHER
10%

FROOTI
42%

MAAZA
30%

SLICE
18%

*Accordingtoretailersfrootihaslargemarketshare,afterthatmaaza.
6.Onwhatbasisyougivepurchasedecisiontothe
retailers/customer:

PRICE

QUALITY

AVAILIBILITY

24%

BRANDIMAGE

30%

6%

40%

*qualityismaindecidingfactor.

7.Whatinfluenceyoursalesdecision?
ADVERTISEMENT

MARGIN

14%

CUSTOMERDEMAND

PRICE

20%

36%

30%

*customerdemandandmargininfluencesalesdecisiontoretailers.
8.WhichbrandwouldyouliketoSalemostly?

OTHER
10%

FROOTI
42%

MAAZA
30%

SLICE
18%

*largeno.ofretailerswanttosalefrootiduetomoremarginand
customerdemand.

9.WhichbrandedcompanieshavingthelargerAdintheCurrentmarket?

OTHER
12%

FROOTI
28%

MAAZA
22%

SLICE
38%

*accordingtoretailersnowadaysslicehaslargeradafterthatfrooti.

10.WhatdoyouthinkaboutFrootisdistributionsystem.
GOOD

BETTER

AVERAGE

POOR

5%

45%
41%

9%

*mostoftheretailersaresatisfiedwithfrootisdistributionsystem.

FINDINGS

ThisChapterContains

5.1Findings
5.2Suggestions
5.3Conclusion

5.1 FINDINGS OF THE STUDY:This is self explanatory, and basically its based on the market survey. I found
that the total result of the soft drinks that like all products, here we also have a
competitorasabigbrandasMazaa(Cocacola)andfromthedataoflastyearthisbrand
isdecreasingisconsumingpoweralittlebit.Andtheseareallaboutshowsthroughthe
data,whichIgatheredfromPatnaandAramarket.
NowweallareawareaboutthesloganMangoFrootiFreshNJuicy.Sotheseare
the things that a product comes inside the buyers mind, whenever he goes to buy a
mangodrinks.Thesearethethingsthatshowsoureffortsandnow
1. Frooti is the second largest Mango drinks.

2. The total percentage of market share of Frooti is 26.66%.

3.

The total signage of Frooti is 19.05%.

4. The total percentage of market share of maaza is 33.33% slice 20%.

5. The total percentage of medium that affects the sales must: Television-36.19%,
Magazines/Newspapers-09.25%, Display-20.95% and wall paintings & Hoardings33.33%.

6. The thing aggressive advertisement or scheme further increase the sales volume of
Frooti. Yes- 77.14%, No-15.23%, None-07.61%.

7. The total percentage of promotional activities that affect the sales mostly. Free bottle
scheme-59.04%, Prize-20.00%, Discount/Carate-16.19%, other promotional activity04.76%.

8. The company adopts first level and second level distribution channel. The depot of the
company sales its product directly to retailers, and then from retailer it goes to
consumers. This happens only places where depot of the company is located.

9. In small towns wholesalers are established by the company. Wholesalers get product
from the depot of the company, and they sale to retailers. From retailers it goes to
consumer.
10. About 90% of retailer satisfied with the distribution system of the company.
11. Due to good margin, customer demand, brand image and easy availability retailers
are preferred to sale frooti.
12. Frooti has taken verity of tools and techniques of sales promotion. Like for
example sales promotion letters, catalogues, point of purchase (POP), display,
customerserviceprogrammedanddemonstrationfreesample.
SalespromotionalactivitiesofFrooti:
Scheme:FrootiunderSwastikOverseasPvt.Ltd.hasofferedalotofschemesfor
salespromotion.
RETAILERS SALES PROMOTION
Free4TCApackfreeoncasepurchaseon65ml.
Free2Bottlesfreeonpercasepurchaseon200ml.
13.Aftel analyzing the data gathered from consumer and retailers,I found that
there is some contradiction regarding market share of frooti.according to
retasilersfrootihasgreatermarketshareincomparisiontomaazabutconsumer
viewisreverse.

SWOT ANALYSIS
Afterdoing seven weeks of field work and through survey in Patna and Ara market, I
can make it out the Swot analysis for Swastik Overseas Pvt. Ltd.
1. Though it has strong brand equity, brand image. It can survive in the most competitive
situation.
2. It has built market and market share, currently holds up over more than percentage
market share.
3. Consumer retention, consumer satisfaction after sales service is satisfaction.
4. Product quality is maintained.
5. Distribution is effective.
6. Promotional activities are satisfactory.
7. In the organisation capable leaders and the dedicated employees are there.
8. Production house in well quite.
Still the company has no fault but there are many problems in dealers:1. Lacking of communication with others.
2. Breakdown of Frooti vans when products are being distributed to the retailers.
3. Timing of distribution is not logistic.
4. Lack of efficiency, enthusiasm in salesman.
5. No distribution of cooling equipment amongst the retailers.
6. Due to specific taste, Frooti is lagging behind it nearest competitor brand Mazaa
(Coca-Cola).
7.

5.2 SUGGESTIONS:1) Packing can be more attractive

Packing of Frooti and Bailley can be more attractive comparing to present
packing. Bottle of Frooti should have the quality to customers towards it. It can have the
quality to be used later. Its competitors Mazaa bottle quality is more good and attractive
comparing to it.
Current packing of Bailley is very loose. Bottles get damaged during
transportation. Packing or bottle quality of Bailley should be increased. Bottle quality should
be enhanced that it can be used later for different purposes, such as it can be used as fridge
bottle.

2) Availability of product should be regular

Availability of different products of different available size regularly to
retailers is necessary. Generally retailers were not getting satisfied with the product supply.
This may make them to switch to other products. This may be a loss to the company.
A large segment of competitor is available in the market. During peak season
sale can be done normally, but during off season sale can be made by only those retailers who
get regular supply of every products.

3) Greed should be produced in the customers

Some offers should be given to customers. This will attract customers towards
Frooti. Seasonal scheme such as prize or others should be offer, this will be helpful to lure
customers towards Frooti and others product.

4) Working area to each salesman should be clearly defined

In greed to get more sales, salesman should enter to the area of their colleague.
When the salesman of the corresponding area goes to his working area, he became to know
that some other salesman has already done the business.
This will resulted in wastage of time to salesman, wastage of oil in the delivery
van.

5) Some salesman when they work to different area besides their respective area or, if
someone has sold product in their respective area, they make complains to retailers about that

salesman. This may affect companys image among retailers and can be resulted in loss to the
company.

6) Salesman should try to meet the demand of maximum possible retailers. They should try to
distribute the available products among maximum possible customers. They generally sale
maximum possible product to few retailers. This can make others dissatisfy with companys
service.
7) Since during the peak season (April to June) the working condition is very harsh and
tough, the salesman should be given some special treatment. This may encourage them to get
better result for the company.
8) Retailers should be provided hangers and other type of showcases, in which they may
arrange available samples of the company. This will be resulted in attracting customers
towards Frooti and other products of the company.
9) Retailers should be given some specific gifts after achieving a certain target. This may
encourage retailers to sale more product of the company. This may resulted in a good profit
to the company.
10) Most of the retailers have a demand of refrigerator from the company. Company should
give a certain target and time limitation to achieve that target. This will encourage and force
retailers to achieve that target. This may be profitable for the company.
11) Promotion should be attractive
Since Swastik Overseas Limited is acting as a franchisee of Parle Agro Limited,
It does not engaged in advertising for the product. Since increase in sale will be a increase in
profit for the company, Swastik should have a talk with Parle Agro regarding advertising of
the product. They can also share expenses for advertising in the respective region.
Wall paintings can be more attractive in the rural areas or low developed areas.
Banners can be used to make customers aware about the new products or new offers. Radio
can be also used as a effective mode of advertising, because in rural areas radio is a main
source of entertainment. In urban areas today youths are crazy for the FM radio. Advertising
through the radio can attract more customers towards it. Most important thing advertising

through the radio is cheaper comparing to television, and will be within reach to a large
number of populations.
12) I have got very few complains of bitterness in the taste of its water Bailley. Company
should take necessary measures towards it. Regular steps for quality control to be followed.
13) Delivery van
Delivery vans are generally uncomfortable. Company should try to manage for
possible comfortable delivery van. It will encourage salesman to work more for the company.
14) There are complains of leakage in 65ml TCA pack. This may discourage retailers to sale
65ml Frooti, because margin is low in this segment. Company should take return those leak
pack. This will encourage retailers to sale TCA pack.
15) There are complains of improper cutting line on TCA pack. Packets get leaked during
tearing of. The cutting line or dotted line made on the pack should be clear.
16) The salesman should have complete knowledge about the companys product and offer
given by the company from time to time.
17) Salesman should be honest in their work. They should not cheat retailers, their customers
to make more money. This can display a wrong message about the company.
18) Salesman should have a clear and perfect knowledge about their locality. This can be
helpful in saving time. They should be aware the retailers type, means demand of the retailers
according to their locality.
19) Salesman should have good relationship with the retailers of their corresponding area.
This may create a good impact on them.

5.3 CONCLUSION:
So far as the peoples opinion is concerned I found an excellent result in favour of Frooti,
Bailley and Appy Fizz. Especially among Mango drinks Frooti is on the top of the market.
The overwhelming demand of 200ml in every region and 65ml especially in suburban and in
rural areas. It is clear that consumer are not much bothered for price rather they prefer
quality. Even they can get other mango drinks at low cost available in the market. So, it is my
finding that the consumers of the present era are not at all willing to compromise with the
quality standards of product. Price could be accepted to some extent.
During my survey, it was discovered that Sugar free Frooti if provided in the market, could
be highly appreciated specially by diabetes patients.
In my opinion Swastik Overseas Private Limited (manufacturer of Parles fruit and aqua
drink for Bihar and Jharkhand) has not left a single stone unturned in its way to progress but
there is always a room to improvement and there is much more to do for the advancement of
the organization.
Although there are several competitors for the company, the main competitor for the
organization is Coca-colas Mazaa. In citys it has demand so and large equal to the Frooti.
The company should introduce pulpy and a mango drink with original Mango taste. Appy
Fizz has is the king of its segment.
Before I conclude my project on a highly esteemed organization, I would like to submit
public opinion in this favour. The pattern of job performance and the quality of product is
highly appreciated by the consumers. I would like to congratulate entire Parle Agro and
Swastik family for having gained this superb popularity, excellent impression and
magnificent image among the Mango drink lovers. My survey reveals the facts which
determines the mile stone achievement of organization. I wish Swastik and Parle to be
crowned as the King of the Market and much more........................
Besides all the above suggestions, I would like to add that the modern methods of
international standards should be adopted for reducing the manufacturing cost of the
products, transportation cost and a wide publicity be given, to boost the marketing strategy.
In manufacturing and marketing such an important product like mango juice where a high
risk of human health and hygiene is concerned, there can not be a hard and fast line drawn as
limit. The most you can the best you do

BIBLIOGRAPHY

BOOKS & AUTHORS

Marketing Management: Philip Kotler
Marketing Research: B.S. Goel
Marketing Management: Saxena Rajan
Sales Management: Cundiff, Still

JOURNALS & MAZAGINES

Business World
Company Journals
Pioneer
Swastiks Diary
The Economic Times
The Financial Express
The Hindu
The Times of India
WEBSITES
Google
Parles official website
Swastiks official website swastikgroup.co.in
Wikipedia

ANNEXURE

QUESTIONNARIE

(AFRANCHISEEOFPARLEAGROLIMITED)

MARKETSURVEYREGARDING:

SALES&DISTRIBUTIONSYSTEMAND

MARKETSHAREOFFROOTI

PURPOSE:
SuggestionstomodifytheProductTaste&DesignAccordingto

CustomersNeedandDemand

NAME:______________________________________
ADDRESS:____________________________________
____________________________________
CONTACTNo.:________________________________

1)DoyouknowParleAgro(Frooti,AppyFizz,andBailley)?
(a)Yes(b)No
2)HowdoyoufindParlesproduct?
(a)Satisfactory(b)Dissatisfactory
3)DoyouwanttochangeParlesproducttootherproduct?
(a)Yes(b)No
4)DoyouuseParleproductasaregularsourceofrefreshment?
(a)Yes(b)No
5)DoyouthinkanykindofmodificationinexistingproductofParleAgro?
(a)Yes(b)No
6)AreyousatisfiedwiththepackagingofParleAgroproduct?
(1)Frooti
(a)Yes(b)No
(2)AppyFizz
(a)Yes(b)No
(3)Bailley
(a)Yes(b)No
7)WhichoftheMangoDrinkyouprefermost?
(a)Parle(Frooti)
(b)CocaCola(Mazaa)
(c)PepsiCo(Slice)
(D)Godrej(Jumpin)
(e)MangoSip

8)Reasonforpreferenceofparticularbrand?
(a)Taste(b)BrandImage
(c)Price(d)Availability

9)Fromhowlongtimeyouareusingthisbrand?
(a)1Year(b)3Year
(c)5Year(d)Morethan5years

10)Doyoupreferonlyonebrandorswitchtodifferentbrands?
(a)Onebrand
(b)Differentbrand

11)Whendoyouusethesedrinks?
(a)Duringsummer
(b)Exceptwinter
(c)Wholeyear

12)WhydoyoupreferforMangodrink?
(a)Taste(b)Moodchange
(c)Guestingpurpose(d)Relieffromhot

13)Howoftenyoutakethemangodrink?
(a)Onceinaweek(b)Sometimes
(c)Often(d)Occasionally

14)AreyousatisfiedwiththequalityofParleAgroProduct(Frooti)?
(a)Yes(b)No

15)AreyousatisfiedwiththecostofParleAgroProduct(Frooti)?
(a)Yes(b)No

SuggestionsifanyPlease:____________________________________________________

___________________________________________________

QUESTIONNAIRE
(ForRetailer)
I am the student of SRM UNIVERSITY, Conducting a market research to
know the SALES &DISTRIBUTION SYSTEM and MMARKET SHARE OF
FROOTI. Kindly extend your cooperation in filling this questionnaire &
enableusindoingtheresearchsuccessfully.

NAME
ADDRESS..
CONTACTNO

1.Howmanybrandshavingyoucurrently?
(A)Two
(C)Four

(B)Three
(D)Morethanfour

2.Whichismoredemandablebrandaccordingtoyouinthecurrentmarket?
(A)Frooti

(B)slice

(C)Maaza

(D)Others

3.HaveyoukeepFrooti?
(A)Yes

(B)No

4.Isthismoreprofitablecomparisonstoothers?

(A)Yes

(B)No

5.Whichbrandismoremarginable?
(A)Frooti

(C)Maaza

(B)Slice

(D)Others

6.Whichbrandhavingthelargemarketshareaccordingtoyou?
(A)Frooti

(C)Maaza

(B)Slice

(D)Others

7.Onwhatbasisyougivepurchasedecisiontotheretailers:
(A)Price

(B)Quality

(C)Availability

(D)BrandImage

(E)Others(Pleasespecify)
8.Whatinfluenceyoursalesdecision?
(A)Advertisement

(B)SalesPerson

(C)ReferenceGroup

(D)Price

9.WhichbrandwouldyouliketoSalemostly?
(A)Frooti

(C)Maaza

(B)Slice

(D)Others

10.WhichbrandedcompanieshavingthelargerAdintheCurrentmarket?
(A)Frooti

(C)Maaza

(B)Slice

(D)Others

11.WhatdoyouthinkaboutFrootisdistributionsystem
(A)Good

(B)Better

(C)Average

(D)other