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Brand Preferences of Mango Soft Drinks among Consumers

Executive Summary

The study on Brand Preferences of Mango Soft Drinks among consumers was undertaken to develop the understanding about the consumers brand preferences of mango soft drinks. The study presents the comparative analysis of Slice & Maaza. These are the two toughest competitors in the bottled mango soft drinks market. The study covers the urban markets of Hubli & Dharwad. The retailers & consumers selected for the study were questioned on various parameters of both the brands. This report is divided into two parts. The first part contains the theoretical framework of the Consumer Behaviour; its meaning and importance, the Concepts of Consumer Behaviour, Brands and competition strategies for consumer products. The second part is on the research work of Brand Preferences of Mango Soft Drinks among consumers. It contains the introduction of the problem & the company, Research Methodology, Tabulation & Analysis and Suggestions & Conclusions etc.

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Brand Preferences of Mango Soft Drinks among Consumers

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Contents Part 1: Theoretical Background

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1 2 3 4 5 6

The Four P Components Of The Marketing Mix 3 The Buyer Decision Process Types Of Buying-Decision Behavior Factors Affecting Consumer Behavior Brands & The Role Of Brands Competitive Advantage & Strategies 4 6 7 9 11

Part 2: Research Work 1 2 3 4 5 6 7 8 9 About the Problem About Pepsi About Nectar Beverages Pvt Ltd Research Methodology Tabulation & Analysis Findings Suggestions & Conclusions Bibliography Annexure 14 14 24 30 33 48 51 54 55

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THEORITICAL BACKGROUND

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THE FOUR P COMPONENTS OF THE MARKETING MIX


PRODUCT: Product Variety Quality Design Features Brand name Sizes Services Warranties Returns Packaging

PLACE: Channels Coverage Assortments Inventory Transport Locations

PROMOTION: Sales promotion Advertising Sales people Direct Marketing Public Relations

PRICE: List Price Discounts Allowances Credit Terms Payment Period

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THE BUYER DECISION PROCESS


The Five Stage Model of the Consumer Buying Process:

Need recognition

Information search

Evaluation of alternatives

Purchase decision

Postpurchase behavior

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Need recognition
Needs can be triggered by: Internal stimuli Normal needs become strong enough to drive behavior External stimuli Advertisements Friends of friends

Information search
Consumers exhibit heightened attention or actively search for information. Sources of information: Personal Commercial Public Experiential Word-of-mouth

Evaluation of alternatives
Evaluation procedure depends on the consumer and the buying situation. Most buyers evaluate multiple attributes, each of which is weighted differently. At the end of the evaluation stage, purchase intentions are formed.

Purchase decision
Two factors intercede between purchase intentions and the actual decision: Attitudes of others Unexpected situational factors

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Postpurchase behavior
Satisfaction is important: Delighted consumers engage in positive word-of-mouth. Unhappy customers tell on average 11 other people. It costs more to attract a new customer than it does to retain an existing customer. Cognitive dissonance is common

TYPES OF BUYING-DECISION BEHAVIOR

Involvement Level High Low brandsDifference between Significant Differences Complex buying behavior Dissonancereducing buying behavior Variety-seeking buying behavior

Few Differences

Habitual buying behavior

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FACTORS AFFECTING CONSUMER BEHAVIOR


1. 2. 3. 4. Cultural Factors Social Factors Personal Factors Psychological Factors

Cultural Factors Culture: It is the fundamental determinant of a persons wants & behaviour. Subculture: It provides more specific identification and socialization for their members. It includes nationalities, religions, racial groups, and geographical regions. Social Class: It is relatively homogenous and enduring divisions in a society. Social Factors Groups Membership groups: They have direct influence on the buyer. Reference groups: They have a direct or indirect influence on buyers attitudes Opinion leaders: They are the persons who offer advice or information about product or a product category. Family: It is the most important consumer buying organisation in the society and the family members constitute the most important primary reference group. Roles and Status: A role consists of the activities a person is expected to perform. Each role carries a status.

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Personal Factors Age and life cycle: People buy different goods and services over a lifetime. Occupation: It also influences the consumption patterns. Persons of different occupations have different needs. Economic situation: A countrys or regions economic situation influences the spending patterns of the consumers. Lifestyle: It is a persons pattern of living in the world as expressed in activities, interests and opinions Personality and self-concept: Personality is a set of distinguishing human psychological traits. Psychological Factors Motivation Needs provide motives for consumer behavior Motivation research Maslows hierarchy of needs Perception Selective attention, selective distortion, selective retention Learning Drives, stimuli, cues, responses and reinforcement Beliefs and attitudes

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BRANDS A brand is defined as name, term, sign, symbol, or design, or a combination of them intended to identify the goods or services of one seller or group of sellers and to differentiate them from those competitors. Thus a brand adds dimensions that differentiate it in some way from products or services designed to satisfy the same need. These differences may be functional, rational, or tangiblerelated to product performance of the brand. Brands are powerful assets that must be carefully developed / managed. Brands with strong equity have many competitive advantages: High consumer awareness Strong brand loyalty Helps when introducing new products Less susceptible to price competition

THE ROLE OF BRANDS 1. Brands identify the source or maker of a product and allow consumers to assign responsibility to a particular manufacturer or distributor. 2. They simplify product handling or tracing & organize inventory. 3. They offer legal protection for unique features or aspects of the product. 4. They can signal a certain level of quality so that satisfied buyers can easily choose the product again.

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Brand Equity is the added value endowed to products or services. This value may be reflected in how consumers think, feel and act with respect to the brand, as well as the prices, market share, and profitability that brand commands for the firm. Brand equity is an important intangible asset that has psychological and financial value to the firm. Good brand names suggest something about the product or its benefits. They are easy to say, recognize and remember. They are distinctive and are extendable. They translate well into other languages. They can be registered and legally protected.

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COMPETITIVE ADVANTAGE & STRATEGIES Competitive Advantage is defined an advantage over competitors gained by offering consumers greater value than competitors offer. Competitive Analysis is defined as the process of identifying key competitors; assessing their objectives, strategies, strengths and weaknesses, and reaction patterns; and selecting which competitors to attack or avoid. Competitive strategies for Market Leader Expanding the total demand Finding new users Discovering and promoting new product uses Encouraging greater product usage Protecting market share Many considerations Continuous innovation Expanding market share Profitability rises with market share Competitive strategies for Market Challenger Challenge the market leader High-risk but high-gain Sustainable competitive advantage over the leader is key to success Challenge firms of the same size, smaller size or challenge regional or local firms Full frontal vs. indirect attacks

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Competitive strategies for Market Follower Follow the market leader Focus is on improving profit instead of market share Many advantages: Learn from the market leaders experience Copy or improve on the leaders offerings Strong profitability Competitive strategies for Market Nicher Serving market niches means targeting subsegments Good strategy for small firms with limited resources Offers high margins Specialization by market, customer, product, or marketing mix lines is the key

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RESEARCH WORK

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ABOUT THE PROBLEM


Pepsi & Coca Cola are the fiercest competitors in almost all the dimensions of the global soft drink market. Each company has at least one product in every flavour against its competitor. There fore, Nectar Beverages Pvt Ltd, Dharwad (franchisee of Pepsi) was interested to know the consumer preferences of the mango soft drinks in the urban markets of Hubli & Dharwad. This encouraged me to undertake a comparative analysis of Slice & Maaza. These are the only two prominent bottled mango soft drinks in the above said markets.

ABOUT PEPSI

Soft drinks have been described as making the most extensive dietary impact of foreign corporations in the developed world. They are usually priced just within the reach of the poorest in these countries and may represent, via their glossily advertised images, symbols of an enviable western lifestyle. A Mexican priest wrote, in 1974, that Mexican villagers believed soft drinks should be consumed every day, leading to lower consumption of natural products such as fruit. Some families were even seen to be selling their natural products in order to buy soft drinks. The spread of Coca-Cola and PepsiCo operation is truly global. Coca-Cola distributes its branded Products in over 155 countries. In Mexico, Coca-Cola and PepsiCo control 77% of the soft drinks market. Cola drinks usually contain about 10% sugars some 13 lumps in a 330ml Can. Ribena contains approximately 15% sugars 15 lumps in a 250ml carton. These proportion seem the norm for most soft drinks (except of course the diet varieties).

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CORPORATE VIEW PepsiCo is a world leader in convenient foods and beverages, with revenues of about $27 billion and over 1 43,000 employees. The company consists of the snack businesses of FritoLay North America and Frito-Lay International; the beverage businesses of Pepsi-Cola North America, Gatorade/Tropicana North America and PepsiCo Beverages International; and Quaker Food North America, manufacturer and marketer of ready-to-eat cereals and other food products. PepsiCo brands are available in nearly 200 countries and territories. It also has a joint venture in India and bottling plants in China. Many of PepsiCos brand names are over 100-years old, but the corporation is relatively young. PepsiCo was founded in 1965 through the merger of Pepsi-Cola and Frito-Lay. Tropicana was acquired in 1998 and PepsiCo merged with The Quaker Oats Company, including Gatorade, in 2001. PepsiCos success is the result of superior products, high standards of performance, distinctive competitive strategies and the high integrity of our people. Our overriding objective is to increase the value of our shareholders investment through integrated operating, investing and financing activities. Our strategy is to concentrate our resources on growing our businesses, both through internal growth and carefully selected acquisitions. Our strategy is continually fine-tuned to address the opportunities and risks of the global marketplace. The corporations success reflects our continuing commitment to growth and a focus on those businesses where we can drive our own growth and create opportunities.

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PEPSIs MISSION Our mission is to be the worlds premier

consumer products company focused on convenience foods & beverages. We seek to produce healthy financial rewards to investors as we provide opportunities for growth and enrichment to our employees, our business partners and the communities in which we operate. And in every thing we do, we strive for honesty, fairness and integrity.

PepsiCos overall mission is to increase the value of their share holders investment. They do this through sales growth, cost controls and wise investment of resources. They believe their commercial success depends upon offering quality and value to their consumers & costumers; providing products that are safe, wholesome, economically efficient and environmentally sound; And providing a fair return to their investors while adhering to the highest standards of integrity.

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ENVIRONMENTAL COMMITMENT FROM PEPSI

Message form the Chairman PepsiCo is defined by its relationships including our relationship with environment. We view our environmental responsibility as covering all areas of our business. Each of our divisions and facilities is empowered to find solutions to its unique environmental challenges. Each of our employees is encourages to act as an environmental steward. We, at PepsiCo are proud of our environmental record and our relationship with the environment. As any successful relationship, were working continually to improve it.

Steven S. Reinemund Chairman & Chief Executive Officer

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SHAREHOLDERS PepsiCo (symbol: PEP) shares are traded principally on the New York Stock Exchange in the United States. The company is also listed on the Amsterdam, Chicago, Swiss and Tokyo stock exchanges. PepsiCo has consistently paid cash dividends since the corporation was founded. CORPORATE CITIZENSHIP PepsiCo believes that as a corporate citizen, it has a responsibility to contribute to the quality of life in communities. This Philosophy is put into action through support of social agencies, projects and programs. The scope of this support is extensive -- ranging from sponsorship of local programs and support of employee volunteer activities, to contribution of time, talent and funds to programs of national impact. Each division is responsible for its own giving program. Corporate giving is focused on giving where PepsiCo employees volunteer. PEPSICO HEADQUARTERS PepsiCo World Headquarters is located in Purchases, New York, approximately 45 minutes from New York City. The building occupies 10 acres of a 144-acre complex that includes the Donald M. Kendall Sculpture Gardens, a world acclaimed sculpture collection in a garden setting.

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BEVERAGES Caleb Bradham, a New Bern, N.C druggist who first formulated Pepsi-Cola, founded PepsiCos beverage business at the turn of the century. Today consumers spend about $28 billion on Pepsi-Cola beverages. Brand Pepsi and other Pepsi-Cola products including Diet Pepsi, Mountain Dew slice and Mug brands account for nearly one-third of total soft drinks sales in the United States, a consumer market totaling about $54 billion. In 1992 Pepsi-Cola formed a partnership with Thomas J. Lipton Co. Today Lipton is the biggest selling ready to-drink tea brand in the United States. Outside the United States, Pepsi-Cola Companys soft drink operators include the business of seven up International. Pepsi-Cola beverages are available in more than 190 countries and territories. Pepsi-Cola provides advertising, marketing, sales and promotional support to Pepsi-Cola bottlers and food service customers. This includes some of the worlds best-loved and most recognized advertising. New advertising and exciting promotions keep Pepsi-Cola brands young. The company manufactures and sells soft drink concentrate to Pepsi-Cola bottlers. The company also provides fountain products.

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HONORS OF PEPSI COMPANY IN 2005 1. 2005 Hispanic Magazine names PepsiCo one of the 100 Companies Providing the Most Opportunity for Hispanics. 2. PepsiCo included on Div50 list of the Top 50 Corporate Buyers of Diversity Products and Service in the U.S. awarded by Diversity Business .com 3. Fortune names PepsiCo # 1 in Consumer Food Products in its survey of Americas Most Admired Companies. 4. The National Association for Female Executives (NAFE) names PepsiCo among the NAFE 2005 Top 30 Companies for Executives Women. 5. Governance Metrics International released its semiannual corporate governance ratings for 3,200 companies. PepsiCo scored 10 out of 10. Only three companies in the US have achieved the highest overall score for four consecutive semiannual reporting periods PepsiCo, Colgate-Palmolive and Praxair. 6. California Waste Reduction Awards Program (WRAP) , Frito-lays Modesto plant is a Top-10 WRAP of the Year winner for 2004. 7. Second Annual CPG & Retail Excellence Awards names PepsiCo Manufacturer Innovation of the Year. 8. Pepsis Cindy Crawford Commercial Most Viewed 2005 Super Bowl Ad on the America Online Service. 9. Institutional Investor Magazine Ranks Americas Best CFOs Under Consumer, Beverages, Indra Nooyi, PepsiCo. 10. Global 100 Most Sustainable Corporations in the World, 2005 List Innovest Strategic Value Advisors Inc. lists PepsiCo. Barrons, Top 30 CEOs names PepsiCos Steven S Reinemund.

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MILESTONES OF SOFTDRINKS INDUSTRY

1798 The term soda water first coined. 1810 1st U.S. Patent issued for the manufacture of imitation mineral waters. 1819 The soda fountain patented by Samuel Fahnestock. 1835 The first bottle soda water in the U.S. 1850 A manual hand & foot operated filling & corking device, first used for bottling soda water.
1850

Ginger ale created in Ireland.

1861 The term pop first coined. 1874 The first ice-cream soda sold.
1875

Root beer mass produced for public sale.

1881 The first cola-flavored beverage introduced.


1885

Charles Aderton invented Dr Pepper in Waco, Texas.

1886 Dr. John S. Pemberton invented Coca-Cola in Atlanta, Georgia. 1892 William Painter invented the crown bottle cap.

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1898

Pepsi-Cola is invented by Caleb Brandham.

1899 The first patent issued for a glass blowing machine , used to produce Glass bottles. 1913 Gas motored trucks replaced horse drawn carriages as delivery 1919 The American Bottlers of Carbonated Beverages formed. 1920 The U.S. Census reported that more than 5,000 bottlers now exist. 1920s The first automatic vending machine dispensed sodas into cups. 1923 Six-pack soft drinks cartons called Home-Packs created. 1929 The Howdy Company debuted its new drink Bib-Label Lithiated Lemon-Lime Sodas later called 7Up. Invented by Charles Leiper Grigg. 1934 Applied color labels first used on sort drink bottles , the coloring was Baked on the face of the bottle. 1952 The first diet soft drink sold called the No-Cal Beverage a ginger ale sold by Kirsch. 1957 The first aluminum cans used. 1959 The first diet cola sold. vehicles.

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1962 The pull-ring tab first marketed by the Pittsburgh Brewing Company of Pittsburgh , PA. The pull-ring tab was invented by Alcoa. 1963 The Schlitz Brewing Company introduced the Pop Top beer can to the nation in March, invented by Ermal Fraze of Kettering , Ohio. 1964 Soft drinks in cans dispensed from vending machines. 1965 The reseal able top invented. 1970 Plastic bottles are used for soft drinks. 1973 The PET (Polyethylene Terephthalate) bottle created. 1974 The stay-on tab invented . Introduced by the Fall City Brewing Company of Louisville, KY. 1979 Mello Yello soft drink is introduced by the Coca Cola Company as Competition against Mountain Dew. 1980 The talking vending machine invented .

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ABOUT NECTAR BEVERAGES PVT LTD, DHARWAD Nectar Beverages Pvt Ltd started in the year 1984 by Late Shri Modhubab Timblo, a prominent industrialist & entrepreneur of Goa. It belongs to Fomento Group, one of the recognized business houses of Goa. Nectar Beverages is headed by Mr Prashant Timblo, son of Late Shri Modhubab Timblo. Earlier it was the franchisee of Parle Products. Then in the year 1990 it became the franchisee of Coca Cola. Later in the year 1997 it became the franchisee of Pepsi Foods Pvt Ltd. Thus Nectar Beverages Pvt Ltd started producing Pepsi range of products viz Pepsi, Mirinda (Orange), Mirinda (Lemon), 7 UP, Slice, Everess Soda & Teem Soda. Through out the country there are 50 franchisees of Pepsi. The main office of Pepsi is situated in Delhi. The sales and marketing function of Nectar Beverages Pvt Ltd is carried out by its sister concern M/s Mahakoshal Beverages Pvt Ltd, Dharwad. Nectar Beverages Pvt Ltd operates 13 districts from Bijapur to Hassan and there are 75 distributors. The capacity of this company is 600 bottles per minute. The annual sales target is 18 lakh pieces per year.

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NECTAR BEVERAGES PVT LTDs MANAGEMENT MISSION We are committed to produce and deliver top quality products to our consumers 1. 2. 3. 4. 5. 6. a) b) c) 7. lawn. To achieve this every batch of incoming raw materials are checked for quality by our We use only high grade sugar. Apart from this, online & final product checks are carried out at regular intervals. We purchase raw materials only from approved sources, approved by independent The entire range of equipments is made out of superior grade Stainless steel material. We give attention to Personnel Hygiene & Sanitation. House Keeping Good Manufacturing Process. Special attention is also given to keep the factory surrounding clean & green by growing

Quality Assurance Dept.

laboratories of international repute.

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Organisation Chart of Nectar Beverages Pvt Ltd, Dharwad


Resident Director (CEO)

General Manager (Plant)

Manager (Finance)

Manager (HR)

Manager (Sales & Mktg /TDM)

Assistant Manager (A/c)

Executive HR

Executive Administrator

Executive General

Sr. Executive Accountant

Executive Accountant

Assistant

Clerk

Security

Shipping (Executive)

Store (Executive)

Manager (QC)

Manager (QC)

Manager (Production)

CE/Executive Marketing

Area Sales Manager

Executive (Q.C.)

Chemist

Executive (Production)

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MANUFACTURING PROCESS Manufacturing process comprises of four main processes as follows: 1. Water treatment process 2. Syrup making process 3. Bottle washing process 4. Mix Processing & Filling process The functions of the process are as follows
1.

Water Treatment Process: Water Treatment may be Batch Treatment or Continious Treatment. The method employed in this company is Batch Treatment. Raw water is collected in tanks and dosage for chemical treatment is given according to the characteristics of raw water. The source of raw water is borewell. Chemicals used for the water treatment are Lime, Bleaching Powder and Ferrow sulphate. Lime is added to remove alkaline compounds from water to an acceptable level and to reduce temporary hardness. Bleaching Powder is added for cholorination. Ferrow sulphate is added for coagulation and flocculation i.e. to remove the suspended solids and insoluble materials created by cholorination and alkalinity reduction is removed.

2.

Syrup Making Process: Simple syrup is prepared from granulated sugar and treated water. Finished syrup is prepared by adding concentrated ingredients to simple. The finished syrup in then combined with water and carbon dioxide to prepare finished beverage. Preparation of finished syrup is a critical step and must be properly controlled. Machineries & Equipments used in syrup preparation are made of stainless steel and are of acceptable design.

3.

Bottle Washing Process: The bottle washers clean and sanitize returnable bottles that have been brought back from the trade. The empty bottles are sent into a jet washer, which

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sprays the bottles both inside and outside with washing solution from a series of jets. This removes foreign matters and left overs drinks from used bottles. A typical wash cycle is as follows: i). Hot soft water rinse. ii). Low strength chemical solution spray. iii). High strength rinse. iv). Low strength chemical solution spray. v). Prefinal and final soft water rinse. This cycle completes the bottle washing process and renders the bottles perfectly clean and disinfected.
4.

Mix Processing & Filling process: The production process is the central point in plant operation. Ingredients such as water, finished syrup and carbon dioxide are combined and filled into sanitary containers closed and packed. In mix processing, the beverage is prepared. The mix processor combines the finished syrup, treated water & carbon dioxide in the correct proportion and transfers the blended final beverage to the filler. The filler accepts the clean bottles container and fills it with beverage to the correct level automatically transferring it to the crowner of closure.

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SALES & MARKETING DEPARTMENT: Marketing dept is looked after by Manager (Sales & Marketing). Retailers are supported by bottle coolers, sales incentives, advertisement materials, glow sign boards and various sales schemes. Various sales linked promotion offers are also conducted by company to increase sales for both retailers and consumers. Few of such offers are Product premiums, Gifts and Sweep skates, Point of purchase, Shelf space buying, Commissions against displays. Nectar Beverages also sponsors some of the local events. The Sales arm is entrusted with the responsibility of looking after the day to day physical sales of the company. It also looks after the appointment of distributors in the market. Every year the company conducts survey known as Trading Survey to know efficiency of the trading activity of the company. This survey is conducted by Indian Market Research Bureau. Company makes the Operations Planning in the month of October/ November of every year. Targets are set depending upon industry size, volume of the previous year, market potential, new product plan etc. Looking at the sales volume of the city or town and if the area is dry i.e. where Pepsi has not reached, distributors are allowed to invest.

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RESEARCH METHODOLOGY

TITLE Brand Preferences of Mango Soft Drinks among consumers, a comparative analysis between Slice & Maaza. A Study of Hubli & Dharwad Market.

OBJECTIVES OF THE STUDY 1. To study the consumers preferences for Mango Soft Drinks. 2. To study the factors influencing the purchase of Mango Soft Drinks. 3. To know the consumption occasions & usual places of purchase of the consumers. 4. To study the factors considered by retailers while choosing amongst mango soft drinks 5. To suggest the strategies to Nectar Beverages (Pepsi franchisee)

SCOPE OF STUDY The area selected for this study is the urban markets of Hubli & Dharwad

TARGET RESPONDANTS: 1. Consumers in Hubli & Dharwad in the age group of 18-50 years. 2. Retailers in Hubli & Dharwad who sell Mango Soft Drinks.

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SAMPLING UNIT: 1. Individual falling in the age group of 18-50 yrs who consume Mango Soft Drinks. 2. Each retailer outlet who sell Mango Soft Drinks.

SAMPLING METHOD: 1. Individuals selected through Convenience Sampling. 2. Retail outlet selected through Simple Random Sampling.

SAMPLE SIZE: 1. 200 consumers 2. 50 retailers

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SOURCES OF DATA: Primary Data: Data collected through questionnaires from the consumers & the retail outlets as well. Secondary Data: Information collected from the company records, the retailers records & the company website. TOOLS OF DATA ANALYSIS: Percentage Method

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TABULATION & ANALYSIS

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ANALYSIS FOR OBJECTIVES 1. Consumers preferences for Mango Soft Drinks


What consumers usually ask for...?

Of the 50 retailers, 32 (64%) say that consumers ask for Slice at their outlets & 18 retailers say that consumers ask for Maaza.

36%

64%

Slice (32)

Maaza (18)

Consumers' preferences of Non Carbonated Beverages

43%

Slice
57%

Mazaa

57% of consumers prefer Slice as compared to 43 % of Maaza.

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2. Factors influencing the purchase of Mango Soft Drinks by consumers.

Purchase is influenced...
Conscious about health Brand name Dislike for carbonated drinks Retailers Displays Avlblty Friends & Family Taste Offers Advts

20

40

60

80

100
Slice

120
Maaza

No of respondants

Slice Advts Offers Taste Friends & Family Avlblty Displays Retailers Dislike for carbonated drinks Brand name Conscious about health 50 4 90 92 56 26 52 40 22 44

Maaza 12 4 98 42 56 26 42 58 46 36

Taste is a factor influencing the purchase of more number of Maaza consumers. In addition, the brand name Maaza itself is the influencer for the purchase. More of Slice consumers are influenced by Advertisements, Retailers, Family & Friends and are more Conscious about health.

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3. Consumption occasions & usual places of purchase of the consumers.

Consumptions occasions
100 90 80 70 60 50 40 30 20 10 0

No of responses

Parties & Get togathers With breakfast To beat the heat Drink w hile gossiping To get relaxed

Slice

Maaza

Parties & Get togethers With breakfast To beat the heat Drink while gossiping To get relaxed

Slice 94 12 32 36 66

Maaza 54 34 20 46 70

For more of the Slice consumers, Parties & Get together remains the prime occasion of consumption. While for the Maaza consumers To get relaxed is the major occasion. But strangely Slice has taken a bigger chunk when it comes to Parties & Get together occasions. Most of times bulk buyers who buy occasionally are reached & served in time by Pepsi franchisee itself.

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Usual places of purchase 80 70 No of responses 60 50 40 30 20 10 0 Slice Maaza Cinema Halls Restaurants Juice Centres Bakeries Groceries

Cinema Halls Restaurants Juice Centres Bakeries Groceries

Slice 74 72 58 46 36

Maaza 70 70 46 44 36

Of the two brands, Slice is purchased more in Cinema Halls, Restaurants & Juice Centers. This shows that Slice is widely available in these retail outlets. As per the survey, the Pepsi products are available in more places than the Coca Cola products. The Pepsi franchisee being situated in the out skirts of Dharwad is more reachable to the market of Hubli & Dharwad.

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4. Factors considered by retailers while choosing amongst mango soft drinks.

Retailers prefer to sell...

20%

48%
Slice (24) Maaza (16) Both (10)

32%

Factors considered by retailers selling either Slice or Maaza


30 25 No of responses 20 15 10 5 0 Slice Maaza
Credit Terms Tim ely Product Supply Better Sales Margin Supply of coolers/racks

Credit Terms Timely Product Supply Better Sales Margin Supply of coolers/racks

Slice 24 20 22 18

Maaza 12 12 14 6

For more number of Slice sellers, Credit Terms & Sales Margin are the factors considered. No of Slice sellers in Hubli & Dharwad are more as compared to Maaza. There fore the number of responses is more for Slice.

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Factors considered by retailers selling both the brands


12 10 8 6 4 2 0
s M ar gi n up pl y Te ra ck s rm

No of responses

Maaza Slice

Pr od uc tS

Be tte rS

el y

Credit Terms Timely Product Supply Better Sales Margin Supply of coolers / racks

Slice 4 8 4 2

For the sellers who sell both the brands, more vote for Slices timely product supply. Similarly Maaza gets more votes for Supply of coolers & racks.

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Su pp ly

Ti m

Maaza 6 2 6 8

of

co ol er s/

Cr ed it

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Brand Preferences of Mango Soft Drinks among Consumers

OTHER INFORMATION ABOUT CONSUMERS & RETAILERS

Consumers' brand recall... Slice Maaza

52%

48%

Consumers Brand Recall Slice 52% Maaza 48% Total 100%


52% of the consumer respondents recalled SLICE, when asked about the brand of Mango Soft Drink.

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Brand Preferences of Mango Soft Drinks among Consumers

Proportion of consumers who prefer Carbonated & Non Carbonated Drinks

43% 57%

Carbonated

Non Carbonated

Proportion of consumers of carbonated & Non Carbonated Carbonated Non Carbonated 57% 43%

Of the total of 200 respondents, 57% of consumers prefer Carbonated Soft Drinks. Male consumers in the age group of 18-30 years are more inclined to carbonated beverages. Males above 30 years & the female consumers do not prefer carbonated beverages.

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Brand Preferences of Mango Soft Drinks among Consumers

Consumers' frequency of consumptiom (200 respondants) 7% 10%

31%

Daily Weekly Monthly Occasionally 52%

More than 50% of the consumers consume mango soft drinks weekly followed by consumers who consume monthly.

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Brand Preferences of Mango Soft Drinks among Consumers

Ratings given by Slice consumers to the mentioned attributes


120

No of respondants

100 80 60 40 20 0 Avlblty Advts Offrs Taste Price Excellent Best Better Good Fair

Ratings given by Slice consumers to the below attributes Fair Good Better Best Excellent Availability 0 38 30 24 12 Advts 54 22 8 8 12 Offrs 72 12 10 6 4 Taste 0 18 34 16 36 Price 12 38 38 4 12

Contd

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Brand Preferences of Mango Soft Drinks among Consumers

Ratings given by Maaza consumers to the mentioned attributes


120 No of respondants 100 80 60 40 20 0 Avlblty Advts Offrs Taste Price Excellent Best Better Good Fair

Ratings given by Maaza consumers to the below attributes Fair Good Better Best Excellent Availability 0 48 32 16 0 Advts 52 40 4 0 0 Offrs 74 18 4 0 0 Taste 0 12 20 28 36 Price 18 38 22 10 8
Consumers of Maaza are more pleased by its sweetness, mango taste of the juice, Slice, on the other hand is less sweet and thick. Among the consumers, the brand name MAAZA is more familiar with them. The reason being Maaza is older than Slice in the Indian soft drinks market. Offers have not made much difference to the brands, because both the brands offer premium product at same price as promotional offers.

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Brand Preferences of Mango Soft Drinks among Consumers

Qty of bottles usually purchased


80 70 70

64

No of responses

60

60 50 40 30 20 10 0 14 16

Slice Maaza

0 200ml 250ml 500ml

Most of the consumers usually go for 250ml bottles of either brand of Mango Soft Drinks. Maaza is not available in 1ltr packs and not in 500ml packs.

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Brand Preferences of Mango Soft Drinks among Consumers

Types of retailers chosen for study

8% 12% 32%
Restaurants (16) Bakeries (10) Juice Centres (8)

12%

Grocery Stores (6) Cinema Halls (6) Others (4)

16%

20%

1 2 3 4 5 6

Restaurants (16) Bakeries (10) Juice Centres (8) Grocery Stores (6) Cinema Halls (6) Others (4)

16% 10% 8% 6% 6% 4%

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Brand Preferences of Mango Soft Drinks among Consumers

Do consumers accept other brands, if theirs' is not available 8%

92% Yes No

92% of retailers say that consumers accept other brands, if the brand they have asked is not available.

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Brand Preferences of Mango Soft Drinks among Consumers

FINDINGS

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Brand Preferences of Mango Soft Drinks among Consumers

FINDINGS 1. Of the 50 retailers, 32 (64%) say that consumers ask for Slice at their outlets & 18 retailers say that consumers ask for Maaza. 2. 57% of consumers prefer Slice as compared to 43 % of Maaza. 3. Taste is a factor influencing the purchase of more number of Maaza consumers. In addition, the brand name Maaza itself is the influencer for the purchase. More of Slice consumers are influenced by Advertisements, Retailers, and Family & Friends and are more Conscious about health. 4. For more of the Slice consumers, Parties & Get together remains the prime occasion of consumption. While for the Maaza consumers To get relaxed is the major occasion. But strangely Slice has taken a bigger chunk when it comes to Parties & Get together occasions. Most of times bulk buyers who buy occasionally are reached & served in time by Pepsi franchisee itself. 5. Of the two brands, Slice is purchased more in Cinema Halls, Restaurants & Juice Centers. This shows that Slice is widely available in these retail outlets. As per the survey, the Pepsi products are available in more places than the Coca Cola products. The Pepsi franchisee being situated in the out skirts of Dharwad is more reachable to the market of Hubli & Dharwad. 6. For more number of Slice sellers, Credit Terms & Sales Margin are the factors considered. No of Slice sellers in Hubli & Dharwad are more as compared to Maaza. There fore the number of responses is more for Slice. 7. For the sellers who sell both the brands, more vote for Slices timely product supply. Similarly Maaza gets more votes for Supply of coolers & racks. 8. 52% of the consumer respondents recalled SLICE, when asked about the brand of Mango Soft Drink.

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Brand Preferences of Mango Soft Drinks among Consumers

9. Of the total of 200 respondents, 57% of consumers prefer Carbonated Soft Drinks. Male consumers in the age group of 18-30 years are more inclined to carbonated beverages. Males above 30 years & the female consumers do not prefer carbonated beverages. 10. More than 50% of the consumers consume mango soft drinks weekly followed by consumers who consume monthly. 11. Consumers of Maaza are more pleased by its sweetness, mango taste of the juice, Slice, on the other hand is less sweet and thick. Among the consumers, the brand name MAAZA is more familiar with them. The reason being Maaza is older than Slice in the Indian soft drinks market. Offers have not made much difference to the brands, because both the brands offer premium product at same price as promotional offers. 12. Most of the consumers usually go for 250ml bottles of either brand of Mango Soft Drinks. Maaza is not available in 1ltr packs and not in 500ml packs. 13. 92% of retailers say that consumers accept other brands, if the brand they have asked is not available.

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Brand Preferences of Mango Soft Drinks among Consumers

SUGGESTIONS & CONCLUSIONS

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Brand Preferences of Mango Soft Drinks among Consumers

SUGGESTIONS 1. Provide coolers & racks to the retailers so as to encourage them to sale the products 2. Provide adequate & timely service for the existing coolers. 3. Encourage the retailers by giving them sales incentives on achieving the sales targets. 4. Negotiate with retailers for proper credit limits 5. Do not cut the product supply if the retailers default the payments. 6. Provide the retailers with enough of sales schemes.

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Brand Preferences of Mango Soft Drinks among Consumers

CONCLUSIONS 1. 64% of retailers say that consumers usually ask for Slice at their outlets. 2. 57% of the non carbonated beverages consumers prefer Slice. 3. Taste is a factor influencing the purchase of more number of Maaza consumers. In addition, the brand name Maaza itself is the influencer for the purchase. 4. More of Slice consumers are influenced by Advertisements, Retailers, Family & Friends and are more Conscious about health. 5. For more of the Slice consumers, Parties & Get together remains the prime occasion of consumption. Most of times bulk buyers who buy occasionally are reached & served in time by Pepsi franchisee itself. 6. Slice is purchased more in Cinema Halls, Restaurants & Juice Centers. This shows that Slice is widely available in these retail outlets. 7. Credit Terms & Sales Margin are the factors considered by more number of Slice sellers. 8. As per analysis, 52% of the consumer respondents have recalled SLICE. 9. 43% of consumers prefer Non Carbonated Soft Drinks. Most of the consumers are males of the age group 30-55years and females of age group 18-45. 10. Most of the consumers usually go for 250ml bottles. 11. Consumers who consume mango soft drinks weekly are more than 50%. 12. Mango soft drinks are usually consumed by females & college going males. 13. Slice is more preferred to be sold by retailers as the price is less as compared to Maaza. 14. As per retailers the consumers have the tendency to go for other brand, if the brand of their choice is not available.

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Brand Preferences of Mango Soft Drinks among Consumers

BIBILOGRAPHY 1. MARKETING RESEARCH by DONALD S. TULL & DEL I.HAWKINS 2. MARKETING MANAGEMENT by PHILIP KOTLER 3. CONSUMER BEHAVIOUR by SCHIFFMAN & KANUK 4. CORPORATE WEBSITE: http://www.pepsico.com

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Brand Preferences of Mango Soft Drinks among Consumers

ANNEXURE

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Brand Preferences of Mango Soft Drinks among Consumers

Questionnaire to assess the Brand Preferences of Mango Soft Drinks


Dear Respondent,

Name: Address: Age (years):

18-25

26-35

36-45

46 & Above

1. Which brand name comes to your mind when you ask for a Mango soft drink? _______________ 2. Do you consume soft drinks? Yes
3.

No

If YES Carbonated (Flavoured) Non Carbonated (Juice)

4.

If NON CARBONATED, then Slice Maaza

5. Which size do you usually go for? 200ml 250ml 500ml Tetra pack

6. How often do you consume Mango soft drink? Daily Weekly Monthly Occasionally

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Brand Preferences of Mango Soft Drinks among Consumers

7. What influences your purchase of a particular brand? Advertisement Taste Availability Retailer Brand name itself Offers Friends/ Family The way it is displayed Dislike for carbonated drinks Conscious about health

8. In which of the following occasions you prefer the soft drink. Parties/ Get together To beat the heat To get relaxed 9. From where do you purchase the soft drinks? Cinema Hall Juice centers Grocery stores 10. Rate the following attributes about your brand Fair Availability Advertisement Offers Taste Price Thank You for your co operation Good Better Best Excellent Restaurant Bakeries As a drink with breakfast in restaurant Just as a drink while chit chatting

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Brand Preferences of Mango Soft Drinks among Consumers

Questionnaire to assess the Brand Preferences of Mango Soft Drinks


Dear Respondent,

Name of the outlet: Address: Contact Person:

Type(R/C/K): Phone No:

1. Which Mango soft drink do consumers usually ask for? __________________ 2. Do consumers ask for other brand if their choice is not available? Yes No

3. Which of the below brands do you usually prefer to sell? Slice


4.

Maaza

Both

If your answer for Q3 is Slice/Maaza , then state the reasons Credit terms Timely Product Supply Better Sales Margin Supply of coolers/racks

5.

If your answer for Q3 is Both. then Slice Credit terms Timely product supply Better sales margin Supply of coolers/ racks Maaza

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Brand Preferences of Mango Soft Drinks among Consumers

6. Do the consumers purchase the product which you have, if their choice is not available? Yes No

7. Do you have any suggestions for the improvement of the brands? a. _____________________________________________ b. _____________________________________________ c. _____________________________________________ Thank you for your co operation

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