A RESEARCH REPORT ON MARKET STUDY OF FRUIT JUICES

ANALYSIS OF TROPICANA AND REAL FRUIT JUICES

IN PARTIAL FULFILLMENT FOR THE AWARD OF THE DEGREE OF

MASTERS OF BUSINESS ADMINISTRATION Session (2011-2013)

Submitted to: Ms. Nidhi Punj Assistant Professor (MBA)

Submitted by: Jatender Singh IV-Semester

Roll No:

Swami Devi Dayal Institute Of Management Studies Barwala, Panchkula (Haryana)

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CERTIFICATE

This is to certify that Jatender Singh has completed the project entitled Market study of fruit juices, Analysis of Tropicana and Real fruit juice under my supervision. To the best of my knowledge, the report consists of result of the empirical study conducted by the student. In my opinion, the work is of requisite standard expected of an MBA student. Therefore, I recommend the same to be sent for evaluation.

Research Guide

(Principal)

DECLARATION

I Jatender Singh student of Master of Business Management, S.D.D.I.M.S, hereby that the project report entitled MARKET STUDY OF FRUIT JUICE submitted in the Partial fulfillment for the Masters Degree in Business Administration. It is the result of my own work and is original. I have not submitted this project to any other university or college for the award of any other degree. Jatender Singh

PREFACE

To start any business the success entirely depends on the marketing research done about the particular and the consumer attitude towards the product. Marketing research plays a vital role in a business to make it success. We have tried to put our best effort to complete this task on the basis of skill that we have achieved during our studies in the institute. We have tried to put our maximum effort to get the accurate statistical data. However we would appreciate if any mistakes are brought to us by the reader.

ACKNOWLEDGEMENT

It gives me immense pleasure to acknowledge my sincere gratitude to all the persons who helped me to complete my research report in a timely manner. I am highly thankful to MS. NIDHI PUNJ (Assistant professor MBA) and our principal Dr. P.K. Mehta who helped me to ensure that I am able to sound like I knew what I was talking about. They provided me some illustrative material that helped me a lot for preparing this project and now its my pleasure to say thanks to them for being there with me when I discussed on the said topic. Last but not the least; I would like to acknowledge my parents. It was their love, nurturing and support which showed me that anything that can be perceived is attainable; you just have to believe in yourself. I could not have picked two better people to grow up around or to learn from.

Ms. Nidhi Punj (Assistant professor) (Project guide)

Jatende Singh Final Semester MBA (marketing)

TABLE OF CONTENTS
Sr. NO. CONTENTS PAGE NO.

CERTIFICATE ACKNOWLEDGEMENT PREFACE DECLARATION

2 3 4 5

7-9 INTRODUCTION INDUSTRY PROFILE COMPANY INTRODUCTION 10-12 13-34

Chapter II REVIEW OF LITERATURE

35-37

Chapter III

RESEARCH METHODOLOGY

RESEARCH DESIGN DATA COLLECTION TECHNIQUES SCOPE OF THE STUDY OBJECTIVES OF STUDY LIMITATION OF THE STUDY

39-41 42 43 44 45

Chapter IV

DATA ANALYSIS AND INTERPRETATION

47-56

Chapter V

FINDINGS & SUGGESSTIONS

57-59

Chapter VI

CONCLUSION BIBLIOGRAPHY QUESTIONNAIRE

60-61 62 63-64

CHAPTER-I INTRODUCTION

INTRODUCTION
Marketing in simple terms can be said to be A human activity directed at satisfied needs and wants through an exchange process. Marketing as a functional area of management is becoming extremely important as compared to other fields. All decisions in modern business Organization revolve around information related with marketing decision making situations, which are characterized by Distribution Strategy, Channel members and Product decisions. The Product Decisions, customers assess a products value by looking at many factors including those that surround the product. In a constantly changing business and market scenario, maintaining the channel members becomes more challenging in such a situation only innovative technology, good product and committed people, accompany can take the lead over its competitors. Coca-cola ltd has differentiated itself from its competitors and providing the total value for money to its customers. Coca-cola ltd has integrated all the features to offer a value for its products. Value for the product and services refers to the quality of product and services offered to the customers. Several surrounding features can be directly influenced by channel members, such as customer service, delivery, and availability. Consequently, a channel partner involves a value analysis in the same way customers make purchase decisions. This area becomes the most important from the company as well as customer point of view. This helps the company to know better their customers and provide them with what they are expecting.

Market:
The set of all actual and potential buyers of a product or service. A market is one of many varieties of systems, institutions, procedures, social relations and infrastructures whereby parties engage in exchange. While parties may exchange goods and services by barter, most markets rely on sellers offering their goods or services (including labor) in exchange for money from buyers. It can be said that a market is the process by which the prices of goods and services are established. For a market to be competitive there must be more than a single buyer or seller. It has been suggested that two people may trade, but it takes at least three persons to have a market, so that there is competition on at least one of its two sides. However, competitive markets, as
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understood in formal economic theory, rely on much larger numbers of both buyers and sellers. A market with single seller and multiple buyers is a monopoly.

Marketing:
A social and managerial process, where by individuals and groups obtain what they need and want through creating and exchanging products and value with others.

Marketing Management:
The art and science of choosing target markets and building profitable relationships with them.

Customer Satisfaction:
The extent to which a products performance matches to the buyers expectations.

Marketing Mix:
The set of controllable tactical marketing tools product, price, place, and promotion that the firm blends to produce the response it wants in the target market.

Developing the marketing Mix:

Once the company has decided on its overall competitive marketing strategy, it is ready to begin planning the details of the marketing mix, one of the major concepts in modern marketing. The marketing mix is the set of controllable, tactical marketing tools that the firm blends to produce the response it wants in the target market.

INDUSTRY PROFILE

INDUSTRY PROFILE IN INDIA

Our Country with a population of 100 crores as on 2001 is potentially one of the largest consumer market in the world the soft drinks market is the one among the various markets in India .Soft drinks is product, which the consumer purchases to quench his thirst, the secondary factor such as taste, hygienic conditions of storage and social status influenced the consumers purchasing decision.

Soft Drink scenario in India:

The soft drinks market till early 1990`s was in hands of domestic players like Campa, Thums up, limca etc .but with opening up of economy and the entry of MNC players Pepsi and coca -cola, the market has come totally under their control while worldwide coca cola is the leader in carbonated drinks market, in India it is Pepsi which scored over coca cola .Coca cola, which had winded up its Indian operations during the introduction of FERA regime, reentered in India 16 years later in 1993. Coca cola acquired a major chunk of the soft drink market by buying out local brands Thumps Up, Limca and Gold Spot from Parle Beverages, Pepsi, although started a couple of years before Coca cola in 1991, has a lower market share today. It has bought over Mumbai based Dukes range of soft drinks brands .Pepsi has been targeting its products towards youth and it has stuck right chord with the sales have been doing well by sticking to the is youth brand wagon Soft drinks are available in glass bottles, aluminum cans and pet bottles for home consumption. Fountains also dispense them in disposable containers. While 80% of the consumption is impulse based outside home 20% comes from consumption at home. This trend is slowly changing with increase in occasion led sales. The market is slowly moving from Non-Alcoholic Carbonated drinks to fruit based drinks and also to plain bottles water due to lower cost and ready availability. Per Capital consumption in India is among lowest in the world at 7 bottles per annum compared to 15 bottles in Pakistan, 89 in china and 1500 bottles in USA. Market has highest per capita consumption in the country with 50 bottles per annum compared to 5 bottles for the country. While 75% of the PET bottle consumption is in urban areas and the 200 ml bottles sales are higher in rural areas.
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According to the NCAER survey, lower middle and upper middle class people do 90% of the total consumption of soft drinks in the country. Soft drinks market size of FY05 was around 320 million cases (7680million bottles). The market, which was witnessing 5% to 6% growth in the early 1990`s and even slower growth at around 2 3% in late80`s. presently the market growth rate is around 7-8% per annum. The market preference is highly regional based. While the cola drinks have main markets in metro cities and Northern states of UP, Punjab, Haryana, etc. orange flavored drinks are popular in southern states. Sodas are also sold largely in southern states, besides sales through bars. Western markets have preference towards mango-flavored drinks; diet coca cola constituted just 0.7% of the total carbonated beverage market. Another particular feature of the market is that of positioning and targeting of various brands. While cola based brand of coca cola is targeted at teenagers and is positioned as refreshment for mind and body. Its Thums Up brand is targeted at people in age group of 20-29yrars, positioned as thing for adventure-loving successful and macho person. Real Juice and Tropicana are two competitors in the fruit juice market. Real Juice entered the market in 1996 with five flavours namely Orange, Mango, Pine Apple, Mix, and Tomato Inspite of its early entry in the market, Real Juice has not been able to setup its leadership. Recently the company has received a lot of complaints related to its network of distribution, price offered for the product, and the market share of Tropicana is rising at a more pace that Real Juice. Thus Dabur India limited decided to investigate and solve the problem. Dabur India Limited for Dabur Food Division, decided to make a wider mass survey with the help of interpretation of the data and accordingly modify the marketing policy. A Comparison has also been made between Tropicana and Real Juice in terms of quality, affordability, availability, aroma and taste. The purpose of this report is to present the result of my survey in the National Capital Region Of Delhi, for the market potential and level awareness of Real Juice along with to provide the suggestions to increase the market share of Real Juice in the area.

A certain criterion was developed as questionnaire, to decide what factor influence the sales of Real Juice so as to formulate a policy to be adopted and find out the loop in the existing policy. Dabur Foods Division of the company popular for its brand Real Juice. Dabur Foods Division is chaired by a well-known young dynamic personality in the business, Mr. Amit Burman. Dabur Foods Division is chaired by a well-known young dynamic personality in the
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business, Mr. Amit Burman. Dabur products are available in the market through 17,00,000 retail outlets and cover almost every corner of the country. And Real Juice is available its consumers through 80,000 retail network. Real Juice, marks its presence in the market in four sizes viz.: 200 ml, 250ml, 500 ml and one ltr. They are charging Rs. 8.00 for 200 ml. Pack and Rs.44.00 for one ltr pack. It is the only brand in the fruit juice segment that offers the widest range of flavours. They are providing different packages for different occasions.

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Tropicana Tropicana Overview

Tropicana Products Inc. is the world's only global citrus juice business. It has been nearly fifty years that Tropicana is the top juice producer in the United States and over the time has expanded their business to the Asian, European and Latin America. Tropicana was found in late 1940s by the entrepreneur Anthony Rossi who was searching an ideal business. Creatively he began to prepare gift boxes of Florida Citrus in Florida, sunny state. Soon he was selling them to department stores, including the legendaries Macys and Gimbels in New York City. Since then the company has made successful history by producing innovative and quality acclaimed products.

On August 25th, 1998 it was incorporated by PepsiCo in a big $3.3 billion acquisition which gave more strength to the company (The PepsiCo Family). Tropicana has an impressive track record of continuous innovation in its main business of producing, packaging, marketing and distributing chilled juice drinks in the United States in 2004 (PepsiCo 2005 Annual Report).

Tropicana has eight different lines, which appeal to the taste of different consumers and this wide range of product is in continuous development. To launch and promote its products, Tropicana takes advantage in a strong communication and advertising mix. It uses advertisements on TV, magazines, Internet and provides sponsorships for different events for promoting its products in market. Tropicana in has a market share of 31.7 and reached a net revenue of $9,862(millions) in 2004 (The PepsiCo Family). Pegged at Rs 1,100 crore, the juice market today is growing at 25% year-on-year. Nielsen figures sourced by Brand Equity indicate that Dabur was a leader by far for the six-month period from April to September of 2012 with a 52% share; Tropicana follows with 38%. The juices category is different from the ready to-drink segment, which has brands like Frooti, Slice and Maaza.

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Current Company Product Analysis

Tropicana produce juices from different kinds of fruits such as apple, banana, black berry, cherry, cranberry, grape, grapefruit, lemon, mango, orange, peach, pineapple, red raspberry, strawberry, tangerine and watermelon. According to Tropicanas web site, Tropicana has over 70 different kinds of juices. These are:

List of Current Products Orange Juice (Tropicana Pure Premium)

Original Homestyle Grovestand. Calcium + Vitamin D. Glovestand Calcium.

Grapefruit Juice (Tropicana Pure Premium)

Sweet Ruby Red Golden

Orange Juice Blend (Tropicana Pure

Premium) Orange Pineapple + Calcium. Orange Tangerine + Calcium. Orange Strawberry Banana + Calcium Orange Tangerine

Tropicana Essentials
Light 'N Healthy Calcium Light 'N Healthy with Pulp Fiber Low Acid
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Healthy Heart Healthy Kids Immunity Defense

Chilled Juices and Juice Beverages Assorted

Orchard Style Lemonade Cranberry Orchard Berry Home style Lemonade Orchard Style Apple Grape Cranberry Cocktail

Refrigerated Juice Drinks

Fruit Punch Lemonade Berry Punch Orangeade

Non Refrigerated Juices

100% Orange Juice 100% Apple Juice 100% Orange Juice with Calcium 100% Ruby Red Grapefruit 100% Grape Juice 100% Fruit Punch 100% Strawberry Orange 100% Pineapple Orange Light Apple Light Mixed Berry Cranberry Cocktail Grape
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Ruby Red Grapefruit Pineapple Orange

Tropicana Fruit Smoothies Mixed Berry Strawberry Banana Tropical Fruit

Tropicana Twister
Tropical Fruit Fury Orange Strawberry Banana Burst Strawberry Kiwi Cyclone Orange Cranberry Clash Orange Citrus Spark Cherry Raspberry Riptide Watermelon Strawberry Swirl Strawberry Lemonade Raspberry Lemonade New Cherry Berry Blast Grape Wild Strawberry Whirl Apple Berry Blast White Grape Kiwi Wave Blue Raspberry Rush Light Strawberry Spiral Light Lemonade Lightning Light Berry Fusion Tropical Punch Peach Orchard Punch Light Lemonade Light Berry Blend Light Fruit Punch Tropicana Pure Premium Original Orange Juice contains (1.89L):
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100% pure squeezed juice and per 25ml 110 Calories, 450mg13% Potassium, 26g9% Total Carbohydrate, 22g Sugars, 2g Protein, 120% Vitamin C, 2% Calcium, 10% Thiamin, 4% Riboflavin, 4% Niacin, 6% Vitamin B6, 15% Folic Acid, 6% Magnesium (Tropicana Pure Premium Orange Juice Original).

Tropicana just not sells juice but it sells health. Consumer health is of utmost importance for Tropicana. It launched its first Orange Juice with Fiber on December 14, 2005. Tropicana, in its wide line and range of juices does not have juice from Pomegranate. This fruit is the best protection for cancer and heart diseases. Producing juice from pomegranate will be distinguishing Tropicana from its competitors. Tropicanas concern about its consumer heath can bring a drastic upswing in its sale.

After acquiring Tropicana in 1998, Pepsi ushered the rapid growth of Tropicana by premiering it to consumers as a pure juice (not from concentrate). Viewed as a breakfast staple in homes across America, Tropicana gained much brand loyalty. However, given the large amount of competitors entering the orange juice market, primarily Simply Orange Tropicana has experienced stagnant market share and decreased sales revenue. Blending into the market over the years, Tropicanas personalized varieties of orange juice and their position as the best pure juice no longer remain the unique selling points. Today,

Tropicana aims to regain their territory of being the most pure and healthy orange juice in not only the eyes of mothers, but college students as well. By focusing on collegeaged students, Tropicana can capitalize on their juice being the healthiest choice for a health conscious youth at a price that is also affordable. By focusing on these young men and women, Tropicana hopes to increase its sales in the shortterm and its market share in the long term. As college students begin to make choices and brand relationships on their own, they will ultimately choose Tropicana as their goto purchase for their families in the future.

PepsiCo Inc., the parent company to Tropicana, acquired the brand in 1998 for $3.3 billion dollars. Today, Tropicana brings in annual revenue of $814 million dollars, which contributes directly to PepsiCo Inc.s market share. Although PepsiCo currently has a higher market share than The CocaCola Company (in the 100% juice market), PepsiCo has seen a negative 12% change in sales, and its market share has decreased 1% from 2009. PepsiCos heavy
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reliance on Tropicana in the juice market makes it imperative to focus on a new marketing plan and to revitalize the wellestablished brand. Due to PepsiCo Inc.s large financial investment potential, this can be accomplished with a more concentrated look at Tropicanas new direction. With The CocaCola Company as their main competitor, PepsiCo Inc. must focus on gaining more control over the orange juice market with Tropicana. In turn, this will increase revenue and market share for the company.

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BRAND ANALYSIS
Tropicana holds the top position in its product category and remains a large presence in consumers minds. It is a respected household brand name and has gained strong brand loyalty from families across the country. As shown by its wide acceptance, Tropicanas taste is not the issue; but rather, their dated brand communication. Tropicana generated $814 million dollars in sales last year 2012. However, its market share remains stagnant at 14.7% due to an unclear claim of territory and an increase in orange juice competitors. Their broad target market leaves them at a disadvantage with impartial customers. Tropicana recently attempted to grab the market share of health conscious mothers by introducing the low calorie juice, Trop50. However, Trop50 received mixed reviews due to it being a watereddown substitute for the original Tropicana orange juice. Attempting to gain a new territory is a move in the right direction for Tropicana, but they were misguided in their execution.

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CONSUMER ANALYSIS

Tropicanas current demographical focus is primarily on middleaged moms looking to increase their own health and the health of their families. Because orange juice is essentially a commodity, brand loyalty is crucial to the revitalization of Tropicanas sales. Their recent struggles with the competition proves that Tropicana needs to target a new demographic. Instead of mothers and their families, Tropicanas focus should shift to a virtually untapped market of orange juice consumers, collegeaged students. Targeting consumers at an early age is the best way to build brand loyalty and maintain it over time. The new target market will have some expendable revenue and will likely be receiving financial support from their parents. Many collegeaged students have shifted to becoming more health conscious and are looking to increase their overall health; in which one way is through their daily fruit intake. They are looking for a brand of orange juice that is affordable, 100% juice (not from concentrate), and free of artificial additives. By gaining the loyalty of collegeaged students, Tropicana will hopefully be remembered down the road when these students stock the fridge for their own households and/or families.

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COMPETITOR ANALYSIS

Currently, orange juice is the most purchased juice among consumers. Gaining control of the orange juice market is now that much more necessary due to its important standing. Although many competitors are in the race to lead the orange juice market, Tropicanas main focus should be on the quickly gaining company Simply Orange. From 2011 to 2012, Simply Orange saw a 10.1% increase in sales (from $387 million to $426 million) and a 1.1% increase in market share. In stores, Simply Orange is priced higher than Tropicana ($4.75 versus $4.29) and the quantities differ by five fluid ounces (64 fl. oz. for Tropicana and 59 fl. oz. for simply). However, although Tropicana has excellent brand equity, consumers are drawn to Simply Oranges clear bottles and pure taste. Simply is at a stage in saying Im here while Tropicana needs to show consumers Were here, but weve changed. Seeing as though Simply Orange was founded in 2001, Tropicana must recognize them as the number one threat/competitor in the race to control the orange juice market. With Simply Orange growing rapidly, it is expected that their control of the market will continue to increase.

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MARKETING ACTIVITIES

Marketing also occupies a great space in Tropicanas success. Everyone remembers their TV commercials: Fruit farmer gives fresh orange juice to a woman who tries to find orange juice on the supermarkets shelf This commercial gives impression to consumer that Tropicanas juices are always fresh. Latest Tropicanas TV commercial which states that Have a Tropicana Morning is very successful and conveys very smart message that consumers should have Tropicana juice every morning at breakfast (Tropicana Ads and Promotion). Newspapers, magazines and other advertisements of Tropicanas products contain similar messages about Heath, Freshness, 100% juice and Tastes. Another good marketing strategy is the Tropicanas Field stadium from St. Petersburg Florida host baseball games, concerts and other sporting events. It has about 45360 seats. This giant stadium has entertainment center, shopping plaza, food cord and lots of Tropicana products offered for sale (Tropicana Sponsorship). Market and External Environmental Analysis Different Types of market Commodity markets Consumer markets Capital and goods markets Industrial markets Service markets

Type of market for our product: Consumers Market Type of product: Fast moving consumer goods.

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MARKETING STRATEGIES
Tropicana will diversify their market by producing pomegranate juice. Pomegranate juice reduces the formation of fatty deposit on artery walls. It helps to reduce heart attack and stroke. The combination of vitamins in pomegranate juice is higher than any other natural juices.

Target Market Primary

ADULTS: Between 25 to 50 years old age Professionals and parents Becoming more concern about their heath Preferred organic juices Chosen rich nutrition than better taste Concern about price and quality

HEALTY CONSCIOUS: Between 18 to up years old age; Health professionals and people who are conscious or want to improve their health. Find solution for health problem Heart, cancer, hardening of the arteries and related diseases Influence by the fact and scientific research Want to live longer Dont care about price Concern quality minerals Brand image is important

Secondary
YOUTH: Between 14 to 25 years old. Likes to drink cool stuff Preference depended on fashion Drink for style Purchase cheep drink Easily influence by TV, magazine and online advertisement
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SWOT ANALYSIS
STRENGTHS 1. Fresh 2. Energetic 3. High on minerals 4. Attractive packaging 5. Reasonable price 6. Brand Equity 7. Health conscious image 8. Antioxidant

WEAKNESSESS 1. New Flavor 2. Acceptance by a Target Audience

OPPORTUNITIES 1. One major competitor in the market, Real fruit juice. 2. Distribution of Tropicanas some of products are weak; Only in selected stores. 3. Aggressive ongoing research and development for Tropicana fruit juice.

THREATS 1. Established image of Tropicana in the market 2. Less availability of some products of Tropicana fruits in India.

RECOMMENDATIONS
Target Market: Collegeaged students who live a fast paced lifestyle and need a healthy alternative to stay revitalized throughout the day.

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Marketing Goal: Increasing sales, as well as market share, by developing and leading a new niche market of college aged students. Marketing Objective: Develop and market a new package for the juice that is small, convenient, and affordable. Communication Goal: Make students aware that Tropicana is the goto juice when it comes to revitalizing themselves on the go. Communication Objective: Convince consumers that energy drinks are an expensive, unhealthy approach to making it through their day. Drinking Tropicana will not only save them money but also be better for their body and their day.

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Client/Brand
Pepsi Co. /Tropicana Type of Campaign Print/T.V./Online/Promotions (give away, sponsored events) What are we trying to achieve with this campaign? We want to target a new territory in the orange juice market by increasing awareness of the natural energy provided by the natural ingredients in Tropicana. We also want to market the single serving juice containers as portable, convenient, and a healthy way to revitalize the consumer. Finally, we would like to increase sales by targeting young adults, as well as build brand loyalty in the new demographic (college students).

Who are we targeting?

Currently, the typical target market for Tropicana is a health conscious, middleaged mother looking to provide a healthy beverage for her family. However, due to a stagnant market share, we need to focus on a different demographic. In this campaign we will set aside the primary market and target an untapped demographic of young adults ages 1825. These young adults, both male and female, are constantly on the go and busy. They are health conscious; yet, rely heavily on synthetic energy drinks. Tropicana fits well with this market because collegeaged students usually do not have time for a sit down breakfast and choose to grab something as they leave in the morning. With a desire to increase their daily fruit intake, these students are looking for a convenient way to do so. We appeal to college students who appreciate a high quality orange juice at a minimal cost, and these students enjoy the classic style of Tropicana as well as our commitment to 100% juice. What is our key insight about market? Our key insight is that college students live a hectic and fast paced life due to the energy drinks and/or the other supplemental energy products they consume. Energy drinks, although helpful at times, can take away from revitalization as the day goes on. Orange juice is the healthy and alternative way to revitalize your body and stay fresh all day.

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What is the single most important consumer take away?

Our most important takeaway is that this market wants a portable way to revitalize in a healthy and affordable way.

How will this ad make them think/feel?

The campaign should make the viewer see orange juice as a necessity for a healthy lifestyle. They should crave orange juice after viewing the campaign through various platforms. They should feel that regular consumption of Tropicana orange juice would keep them active, alert, and ahead of the game. They should start to rethink using harmful, synthetic produced energy drinks as pick me ups and start seeing orange juice as a healthy alternative.

Why will they believe it?

Studies have shown that young adults are becoming increasingly health conscious however, young adults lead some of the most fast paced busy schedules of any other demographic. Young adults will find some form of consumable energy source to suit their energy needs. Our campaign will show young adults that Tropicana orange juice can take the place of these less than healthy alternatives. In our interviews, the majority of our subjects claimed that they enjoy a glass of orange juice with breakfast but usually just grab something on the go. By focusing on the single serving juice containers, consumers can grab a bagel or muffin along with their orange juice on the way out the door.

Tone of the campaign

Bold, fast paced, youthful, intelligent, informative, witty, fun, exciting.

Mandatory elements
Do not use the term energy drink, instead use the term revitalize. The campaign must be centered on the single serving container and its portability. New, sleek packaging of the portable containers

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REAL FRUIT JUICE

With an annual consumption of more than 300 million liters (Source: Tetrapak India Study), fruit juice is not an alien concept for the Indian market. However, a very large part of the Indian consumer today feels alienated when fruit juice is packaged. Perhaps, that is why packaged juice accounts for only between 15% and 20% of the total juice consumption in India. Compared to the West, packaged fruit juice penetration, at just 8%, is still very low (Source: NRS 2010). Symbolized by the orange fruit, packaged juices and nectars are driven by fresh juice made at home and popularized by the street-side juice vendor. Dabur Foods Limited (DFL) has always taken an uncompromising stand on these consumer barriers and has consistently been thinking out of the box for the last nine years, with a resolve to innovate and evolve new products. The Real concept of sweetened juices grew from the insight that Indian consumers preferred juice sweetened not bitter as is commonly available in the West. Real innovated variants like Litchi and Guava and also introduced the latest packaging technologies in the Indian market. These innovations, driven through Real and its sub-brands, have become accepted paradigms for the industry. Innovations, coupled with rising affluence and the just- arrived consuming class have injected new life into this Rs. 300 crore (US$ 66.7 million) market today growing at 40% per annum.

ACHIEVEMENTS
With an innovative range Real has driven the growth of the packaged fruit juice market in India. Along with its sub-brands, Real commands a market share of more than 50% in the packaged juices and nectars market (Source: ACNielsen, December 2005), achieving for itself a position of an undoubted category leader. The most important achievement of Real has been introducing the taste dimension into a category traditionally driven by health and do- good properties. With Real, DFL was also able to segment the market early, thus effectively creating a differentiated niche in the no-added sugar juice category with its subbrand, Real-Active. The success of this variant was demonstrated in numbers, when RealActive garnered two-thirds share in the no-added sugar juice category within six months of its re-launch in 2005 (Source: Tetrapak India). Today, Real and its sub-brands retail across
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100,000 retail outlets and 4000 food-services accounts, selling approximately 4.5 million packs every month to more than one million consumers. Testimony to Reals achievements has come from various quarters. While a host of brands domestic and international have entered this high growth market in the last few years, Real continues to be the brand consumers trust the most. In this context, Real won the Platinum award in the 9th Reader's Digest Trusted Brands. A Platinum award means that Real achieved a rating score of more than three times its nearest competitor. Since 2002, Real has been consistently winning the award for the Highest Sales Growth achieved by a brand in a non-dairy product category, at the National Dairy and Beverage seminar - Innovation for Growth organized by Tetrapak.

HISTORY
The introduction of Real fruit juices and nectars was triggered by a personal unmet need of Amit Burman, the CEO of DFL who, on returning to India after working in the US, found the absence of packaged fruit juices frustrating. Traditionally, drinking fruit juices in urban India has been a social indulgence or consumed for seeking health benefits. DFL foresaw the imminent inflection point in this consumer behaviour, glimpses of which were already being witnessed in rapid urbanisation, growth in income and lifestyle changes. Also Dabur was in an ideal position to grow on the potential of the processed foods category. Its understanding of the Indian consumer, experience in managing natural foods and expertise in creating and marketing successful consumer brands was a rare mix that gave it a cutting edge. Acknowledging these positive indicators, DFL introduced the Ral range in 1996 as Indias first completely natural, healthy, packaged fruit juice with no preservatives. The value addons revolved around several factors ready availability of great tasting, natural, preservativefree juices in a range of fruit variants, availability in all seasons; convenience of open-pourand- drink packaging; complete hygiene; and a healthy beverage option that gave consumers more choice. Recognizing the trend that an increasing number of Indians were eating out, DFL also identified the institutional opportunity much earlier. In fact as early as 1998, Dabur became the first fruit juice company to set up a separate food services division to cater to the institutional segment. This division also partners and develops customized solutions for hotels, airlines, restaurants, caterers and hospitals. However, the road to success for Ral was not a smooth one. It had to understand the very special Indian nuance of adding sugar to fruit
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juice extracted at home. The second learning was the fact that Indian consumers believe that packaged juices are inferior and become stale over time and that chemicals are added to extend shelf-life. Dabur invested considerably in convincing consumers that Real fruit juice was natural, preservative- free, healthy and convenient. But perhaps, the biggest challenge was developing a food-sensitive warehouse-management training programme at all levels of the channel to ensure that the freshest product reached the market.

PRODUCT
Targeted at the family, Real offers the largest range of fruit variety in its juice and nectar range. It has consistently innovated to re-define and strengthen its position in the Indian market. Real not only offers the most basic and generic-to-category variants like Orange and Mango, but also an assortment of varieties like Pineapple, Mixed Fruit, Grape, Tomato and fruit nectars like Guava and Litchi. On the more exotic side, Real also has Cranberry nectar. Research conducted by Blackstone Market Facts found that Real was preferred by over 50% of the respondents. Ral was liked for being the better tasting juice a category where likeability is primarily driven by taste. Ensuring that batch after batch of the right taste is delivered to the end consumer; DFL has instituted an internal taste panel, which evaluates every new product before it is sent out for product test or test marketing. DFL also recognized very early that packaging was the cornerstone of innovation in this category. This was even more critical in todays environment where packaging has become so integral to the whole product experience and marketing communication. DFL was the first company to introduce cap on-pack. This enabled consumers the flexibility of re-use even as the cap helped retain freshness. Real uses the Tetrapak spin cap, cold fill technology and spill-proof double seal cap for packaging. This technology protects the juice and keeps it fresh longer. The spin cap also makes it convenient to pour the juice without spillage. In introducing RealActive, Dabur became the first juice brand in India to offer the Tetra Prisma packaging format, which is easy-to-open and has better pouring control.

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RECENT DEVELOPMENTS
In recent times, Reals single most important endeavour has been to drive relevance through segmentation and widen brand appeal. With a view to attract consumers of fruit drinks into Reals portfolio, Real Mango Twist was launched in 2005. Mango Twist is a unique blend of mango nectar with other fruit juices. It is available in two variants Mango Orange and Mango Papaya. In the no-added sugar category, Real-Active offers a range of healthy fruit variants like Orange and Apple and fruit-vegetable blend juices such as Orange-Carrot, Mixed Fruit-Beetroot-Carrot and Mixed Fruit-Cucumber-Spinach. Coolers, a range of summer fruit drinks is an occasion-led variant of Real which offers variants made from fruits known for their cooling properties. It is currently available in four variants Aampanna, Watermelon-Mint, Lemon-Barley and Rose-Litchi.

PROMOTION
At DFL, the belief is that brand equity can be developed by promotions that are strategic. The advertising campaign for Real communicates the key brand benefit of As good as eating a fruit. While the family consumes the brand, the child is always at the centre of any communication. Besides the mainline communication, Real has also accomplished some innovative consumer promotions. Real Taste Challenge, for instance, was an interesting way to communicate the core benefits of Real and reinforce the brands core position. It involved asking consumers to identify the fruit by tasting the juice. When consumers guessed correctly, they were offered a trial discount on purchase of a one-liter Real juice pack. The Real Fruit ka Juice offer was an innovative national promotion in which consumers were invited to contribute fresh fruit in exchange for a pack of Real. The fruits collected at various centers were donated to local NGOs working for the cause of underprivileged children. With Real, DFL is also actively involved in conducting consumer education programmes to promote nutritional awareness. These programes are conducted at various levels schools, doctors, nutritionists and corporate. In schools, the communication is centered on the concept of Power of 5, which conveys the importance of a well balanced, nutritious packed lunch for school kids. The doctors and nutritionists' program is focused around the role of a septic technology in fruit juices, the benefits of packaged juices and about nutrition and safety. The
31

corporate program, on the other hand, addresses the role of fruit juices in building a healthy lifestyle and importance of a nutritious diet in disease prevention. One of the biggest assets for Real has been its teams ability to effectively use innovative merchandising opportunities and promotions at a local level for example, merchandising Real at fruit kiosks to draw out the association with fruits strongly and communicate the key brand benefit of As good as eating a fruit.

BRAND VALUES
A housewife has succinctly put the essence of Real during a focus group session Real naam se hee lagta hai real juice hoga. In the consumers mind, Real stands for authentic fruit juice, which defines the standard of taste and quality. As a brand, Real radiates originality; it offers the most novel products, fruit variants and a taste that the consumer is familiar with. The core essence of the brand is Original Goodness tangibly displayed by delivering healthy juices through tasty fruit variants.

PARTICIPATIVE LEADERSHIP:
Right from our interactions in the market, our Business Planning and our Brand launches, to our Employee Engagement Programs, our Values Agenda, and employee processes, every system is available for continuous improvement. A learning atmosphere, enabled by our Manifesto for Growth, helps us seek and replicate the learnings from within and outside our organization. Our Engagement programs enable us to examine, validate and improve ourselves, constantly. Our colleagues involve themselves in our opportunities for participative leadership volunteering for work groups that assist decision-making in critical processes.

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OPERATIONAL DEFINITIONS:
Retailer:
Retailer is a person or business who sells products to the public.

Brand:
Brand refers to the identification of the product given by the manufacturer.

Brand Loyalty:
Brand loyalty refers to the continuous and repeated purchase of a particular brand without any wavering purchase pattern.

Respondent:
Respondent is a person who is being interviewed for the purpose of conducting the study.

Market share:
The amount that a company sells of its products or services compared with other companies selling the same things

Promotional Activities:
Promotional activities include advertising, personal selling, sales promotion, and publicity, which have their own characteristics and cost but have common objectives of achieving high sales by creating awareness.

Incentives:
Offer of an article at frees of cost or less price of the market can be termed as incentives.

Interviewee:
A person who is answerable to the interviewer of the proposed questions.

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Interviewer:
A person who carries an investigation for the purpose of achieving the objectives of the project.

Sample:
The selection of set of people from the total population for the purpose of carrying on the investigation.

Survey:
It refers to the questionnaire administered to the subject who is identified from the population with the help of probability or non-probability sampling.

Questionnaire:
It refers to the set of questions that are framed to be answered by the respondents for the purpose of achieving the research objectives. In questionnaires there are two types structured and unstructured. There are four types of questions in a questionnaire on open ended questions, closed ended questions, disguised and interrogative questions.

Brand awareness:
Knowing brand; knowing that particular brand exists and is important; being interested in particular brand: brand awareness refers to the consumer awareness of the particular brand.

Brand Name:
Name given to a product by the company that produces it, Brand name is nothing but the name and value of the brand.

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CHAPTER-2 LITERATURE REVIEW

35

LITERATURE REVIEW
Today there is an increasing demand for healthy and nutritional products as a consequence of consumers being better educated and more demanding; which leads to a need for new products and a more differentiated food product assortment (Linnerman et al., 1999). In fact, consumers want high quality products that also deliver specific benefits in terms of health, safety and environmental quality (Van der Heuvel et al., 2007). How consumers perceive product attributes is a critical aspect in the food choice process (Kupiec and Revell, 2001). Several studies have been conducted to examine how consumers evaluate different product attributes in numerous food products. Health, nutrition, taste, price, convenience are some of the criteria consumers use to determine which product is more attractive (Bech-Larsem et al., 1999). Consumers face many trade-offs in their food choices, for example between nutrition and price, nutrition and convenience (Blaylock et al., 1999). Producers need to study the consumer behavior and consumer perception towards their products and services offered by them to the public, so it is necessary for them to conduct the market study about their products which help them to design their marketing mix. In order to reach consumers needs and be successful in the market, producers should try to understand the sensory and packaging characteristics of a food product (Munrray and Delahunty, 2000). Consumers usually dont choose the attributes one at a time; instead they choose the group of attributes that provide them the greatest utility. More recently, Laboissiere et al. (2007), employed conjoint analysis to determine the effect of marketing study on consumer expected liking and purchase intention of passion fruit juice. One hundred and twenty consumers evaluated twelve prototypes for expected liking and purchase intention. The results suggested that information about benefits of processing technologies such as high hydrostatic pressure presented on the package played an important role on consumer intention to purchase. The literature review suggests that determining which type of marketing study attributes are most significant to the consumer is essential before launching a product. In the case of 100% fruit juices, packaging and labeling can predispose the consumer to buy the product. Features such as package and nutritional claims play a fundamental role on the purchasing decision. Information about the content and benefits for the consumer should be highlighted on the package. In order to get an advantage in this competitive market, producers should try to
36

involve consumers in the creation of the products before actually introducing it into the market. Several studies have been carried out regarding package and label of fruit juice; however, few have examined the effect of lifestyle segmentation which incorporates consumer behavior and opinions about 100% fruit juices packages, to identified homogeneous consumer segments sharing similar patterns of social behavior. C.K Prahalad and Kenneth Lieberthal (2003) in their article The end of corporate imperialism have felt that western multinational companies could have done better by understanding the distinctive environment of emerging countries like India and China. They argued that these firms have been imposing concepts, products, ideas developed for their home country in foreign markets. They charged that these multinational firms could have targeted a smaller segment of relatively affluent customers who are at par with western consumers in terms of purchasing power and lifestyle. The Marketing mix of any company presented as value proposition to consumers plays an important role in its performance. The mix needs to be strategic, dynamic, and sensitive to the changed taste and preferences of consumers. This in turn is in response to demographical, geographical, and psychological factors, as well as government regulations and other global market forces. In the global marketplace that sees severe competition, it is very important for the companies to offer great variety (portfolio) of products with high quality, and which are produced cost effectively. In the process global firms should be able to improve the relationship they build with all the stake holders, resulting in sustainable growth with better financial performance and enhanced brand equity.

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CHAPTER-3 RESEARCH METHODOLOGY

38

RESEARCH DESIGN
Research Design refers to "framework or plan for a study that guides the collection and analysis of data". A typical research design of a company basically tries to resolve the following issues: a) Determining Data Collection Design b) Determining Data Methods c) Determining Data Sources d) Determining Primary Data Collection Methods e) Developing Questionnaires f) Determining Sampling Plan

(1) Explorative Research Design:

Explorative studies are undertaken with a view to know more about the problem. These studies help in a proper definition of the problem, and development of specific hypothesis is to be tested later by more conclusive research designs. Its basic purpose is to identify factors underlying a problem and to determine which one of them need to be further researched by using rigorous conclusive research designs.

(2) Conclusive Research Design:

Conclusive Research Studies are more formal in nature and are conducted with a view to eliciting more precise information for purpose of making marketing decisions.

These studies can be either: a) Descriptive or b) Experimental

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Once the problem is identified, the next step is the research design. Research design is the basic framework of rest of the study. A research design specifies the methods and procedures for conducting particular study. In this project we are following descriptive research design. Source of Data: There are two types of data:

1. Primary data 2. Secondary data Primary Data:

The primary data is fresh information collected for a specified study. The primary data can be gathered by observational, experimentation and survey method. Here the entire scheme of plan starts with the definition of various terms used, units to be employed, and type of enquiry to be conducted, extent of accuracy aimed etc.

The methods commonly used for the collection of primary data are:
1. Direct personal investigation, where the data is collected by the investigator from the sources concerned.

2. Indirect oral interviews, where the interview is conducted directly or indirectly concerned with subject matter of the enquiry.

3. Information received through local agencies, which are appointed by the investigator.

4. Mailed questionnaire method, here the method consists in Preparing a questionnaire (a list of questions relating to the field of enquiry and providing space for the answers to be filled by the respondents.), which is mailed to the respondents with a request for quick response within the specified time.

In this project mailed questionnaire method is used to collect the primary data.
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Secondary Data:
The secondary data refers to data, which already exists. The secondary data collect from internal records, business magazines, company websites and Newspapers.

Research instruments:
For the collection of primary data a structured questionnaire was prepared covering various aspects of the study. The questionnaire contains closed-ended and dichotomous questions.

Sampling Procedure:
It is a procedure required from defining a population to the actual selection of the sample.

Introduction:
The precision and accuracy of the survey results are affected by the manner in which the sample has been chosen.

Sample:
A part of a population, which is provided by some process on other, usually by deliberated selection with the object of investigating the properties of the parent population set.

Non probability sampling method is in deterministic method where the sample size in numerous and cant be determined. So for our convenience we take convenience-sampling method where all the population in sample is given equal opportunity.

Sampling Method: - Convenience sampling method.

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DATACOLLECTION TECHNIQUES
Weighted Arithmetic Mean:
Weighted Arithmetic Mean is based on the assumption that all the items in the distribution are of equal importance. Here the weights are attached to each item being proportional to the importance of the item in the distribution. Let W1, W2, W3, Wn be the weights attached to variable values X1, X2, X3, Xn respectively then weighted arithmetic means X is given by WX/W where W1, W2 Wn are the respective weights of X1, X2, Xn. 1. Population: Retailers of the Tropicana and real fruit juice. 2. Source of data: The two important sources of data are the primary data and secondary data. The primary data is collected through survey method with the help of questionnaire and personal interview.

The secondary data is been collected from consumer attitude books. 3. The information is collected through survey done. 4. Sample unit: The sample unit consists of retailers and users. 5. Sample size: The sample size is 120 respondents. 6. The sample taken for the study caters to upper class and middle class of the society. 7. Sample method: The sample method used is non-probability. In non-probability sampling the chance of any particulars unit in the population being selected unknow Procedure: The procedure used for sampling is convenient sampling in this method the sample unit is chosen primarily on the basics of the convenience to the investigator. 8. The survey consists of structured questionnaire. 9. The questionnaire consists of both open and closed-ended questions
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SCOPE FOR THE STUDY

This report provides a perspective of the Soft drink sector by examining the current industry status and size, key market dynamics, and scope for growth in the future. By focusing on key emerging trends, fundamental growth drivers, and noteworthy challenges in the industry, it presents the outlook for the Indian soft drink industry juice market based on a demand-side as well as supply-side approach, along with projections for some of the key sub-segments within the soft drink market. Further, the report includes detailed profiles of the dominant private companies operating in the retail sector such as Tropicana and Real fruit juice. The purpose of the study was to make the comparative analysis of Tropicana and Dabur real fruit juice companies in India and to study in detail about their market share and marketing strategies. As far as the Indian companies are concerned, their corporate headquarters were contacted either by phone or email. The researcher visited retail stores of the selected companies in different parts of India and interacted with the store staff. Major part of work was carried out from Chandigarh, Panchkula and zirakpur and some parts of Mohali.

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OBJECTIVE OF THE STUDY

To know the retailers perception on fruit juices in tetra pack.

To know the brand image among fruit drinks.

To know the retailers satisfaction levels towards Tropicana and Real fruit juice.

To study the customer preferences and choice in various juice brands

To identify the problems of distribution.

To analyze the sales of competitors products in various outlets.

To know the most preferred size and quantity in juice brands by retail outlets.

To know the strategies adopted by the two to analyze the market share.

To analyze the marketing strategies of their competitors.

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NEED FOR STUDY

As retailer, each of has a vast number of perceptions toward products, toward services, toward company or industry, etc. It is difficult to imagine in any research project that does not include the measurement of some aspects of retailers s perceptions. The size of the market is vast and constantly expanding, thus resulting in a vast number of competitors entering the market. Billions of dollars were being spent on goods and services by tens of millions of people. The growth of the retailers movements created urgent need to understand how competitors form strategies and capture the market share and take strategic decisions. For example, in order to discover how retailers respond to the promotional offer, advertisement and distribution or service. (E.g. promotional appeals, package labels, warranties, discounts, etc.). The study of retailers perception and market share would provide the company with necessary insights to develop the product, its pricing strategy, and to design persuasive promotional strategy, distribution system and develop defensive strategies and elimination strategies to remove the competitors product from the market or some promotional strategies to increase the market share of particular products and brands. It would also support the organization to analyze its drawbacks in its various strategies and to take corrective action to remain as market leaders. The study will also reveal the different aspects of retailers perception regarding price, quality, range, availability, and advertisements of the products. The need for the study is very essential as the competition in the soft drink and water segment is ever increasing. Competitors are mainly struggling to shutdown the market by capturing its market share. The competitors are coming up with sales promotion and incentives to compete with this Maaza.

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LIMITATIONS
A few limitations and constraints came in way of conducting the present study, under which the researcher had to work are as follows:

Although all attempts were made to make this an objective study, biases on the part of respondents might have resulted in some subjectivity. Though, no effort was spared to make the study most accurate and useful, the sample Size selected for the same may not be the true representative of the customer community, resulting in biased results.

This being my maiden experience there is possibility of errors and mistakes.

The kept at the disposal was very short to peep into this vast subject.

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CHAPTER-4 DATA ANALYSIS and FINIDINGS

47

DATA ANALYSIS AND FINDINGS

1) Which brand sales are more in the juice segment in your retail out let? Brands responses Maaza Fruity Slice Appy Sales In%(2012) 75 24 6 15 Sales In %(2011) 63 20 5 12

Statistics: From the above table 63% of the retailers are selling Maaza brand, and 24% of fruity and 5 % of slice and 12% of Appy are being sold in the 120 retail outlets on the average Inference: From the above table we can see Maaza brand has highest brand loyalty and sales. i.e., 63 % of the retailers have no problem in selling Maaza brand.

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2) Which size is mostly preferred in fruit drinks? Size And Type RGB Tetra Pet Bottles In % 60 15 25

Sales in %

RGB

Tetr Pet

Statistics: In the above table 60% of the retailers Prefer RGB Size, 15 % of Tetra Packing and 25 % of Pet bottles in Maaza brand are preferred by the retailers Inference: From the above table we can see that RGB is the highest preferred brand by most of the retailers

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3) What are the criterias effective on the fruit juice buying decision? Criterias Price Brand Availability Packaging Buying decision (%) 37.6 52.2 5.9 4.3

60 50 40 30 20 10 0 Price 37.6

52.2

Buying decision(%) 5.9 4.3

Brand

Availability

Packaging

Interpretation: Upon evaluating the criterias of buying fruit juice, it can be said that 52.2% of the consumer population gave the highest importance to the brand of the fruit juice. The second important criteria were the price with the rate of 37.6% in the decision. On the other hand, the rate of accessibility of the product was 5.9% and the package facilities were effective on the preference of the consumers with the rate of 4.3%.

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04) Number of product lines and market share of Tropicana and Real fruit juice?

Tropicana No of product lines Market share in (%) 8 38

Dabur Real 4 52

60 50 40 30 20 10 0 Tropicana Dabur Real No of product lines Market Share

Interpretation: Upon evaluating these two categories, the number of product line and the share of market grabbed by these products show that the Tropicana is dealing in the market with variety to undertake the market and to control and increase the sales. But the Dabur real overtakes the larger share of market with less number of product line and it shows the demand of the product in the market and the efforts performed by the company.

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5) Table showing the figures in years about the selling of Tropicana and Dabur real by the retailers? Time From 6months From 1year From 2years Above 2years Tropicana 28 14 35 23 Tropicana
23

Dabur Real 9 16 33 42

28

6 months 1 year 2 years above 2 years

35

14

Dabur Real
9 42 16 6 months 1 year 2 years Above 2 years 33

Statistics: In the above table 42% of the retailers are selling Real brand from more than 2 years, and 33% from 2years and 16% from 1 year, and 9% from 6 months. And 23% of the retailers are selling Tropicana brands from more than 2 years, and 35% from 2 years and 14% from 1year and 28% are just from 6months. Inference: From the above statistics we can see that Dabur real brand addiction and brand loyalty. i.e., 42% of the retailers have long association in selling the Real brand. And the Tropicana products new to the Indian market but fully developed in the western markets.

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6) Which type of fruit juice you are aware mostly?

A) Tropicana

B) Real

C) Others

Tropicana No of respondents Percentage 40 40%

Real 35 35%

Others 25 25%

Total 100 100%

No of respondents

25 40

Tropicana Real Others

35

Interpretation: In this study the 40% respondents are aware about Tropicana fruit juice and 35% are aware about Dabur Real and rest25% of the respondents is aware about the other brands. Maximum respondents are aware about the Tropicana juice so Tropicana have a good awareness in Tri-city.

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07) Through which medium you came to know about your preferred fruit drink? A) Hording and Banners B) TV and Radios B) Newspaper and Magazines. D) Any other.

No. of respondents Percentage

H.& Banners 30 30

N.& magazines 35 35

TV & Radios Any other 25 15 25 15

Total 100 100

No. of respondents
15.00

25

30.00

H& Banner s N& magazi nes TV & Radios Any other

35.00

Interpretation: 35% respondents know their fruit juice drink through news and magazine and 30% respondents have knowledge through hording and banners so I found that distributor had capture on hording and banners and news and magazines for attracting the customers in Tri- city.

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08) What are the parameters that you are taking into the consideration while selecting the fruit juice brand? A) Goodwill B) Cost Goodwill 10 10 Service 15 15 B) Service D) Demand Cost 30 30 Demand 45 45 Total 100 100

No. of respondents Percentage

10 45 15 Goodwill Service Cost Demand 30

Interpretation:

The above statistics shows that the 45% of the respondents considered demand factor to select fruit juice brand 30% are consider to cost, somewhat consider to goodwill and service. So it shows that the maximum share is taken by the cost and demand and retailers preferred cost and demand, because fruit juices are the fast moving consumer goods so demand and price affects more.

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09) How do you rate about the service getting currently from Tropicana and Real? Tropicana Real A) Very poor A) Very poor B) Poor B) Poor Tropicana Very poor Poor 15 20 12 22 C) Good C) Good D) Excellent D) Excellent

No. of respondents Tropicana Real

Good 55 62

Excellent 10 4

Total 100 100

No. of respondents
70 60 50 40 30 20 10 0 Very poor Poor Good Excellent Tropicana Real

Interpretation: According to these statistics 62% retailers has given good rate for real juice service and 55% for Tropicana. But retailers rate poor and very poor choice is also Real fruit juice instead of Tropicana. Then I find that the Tropicana is good in their service and its rate is also good.

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CHAPTER-5 FINDINGS & SUGGESTIONS

57

FINDINGS
By doing this study we come to the conclusion that most of the retailers sell both Tropicana and Real fruit juices. According to the study both the companies are well established in the soft drink industries. A few retailers are not satisfied with the distribution of Dabur Real. According to the study both the Tropicana and Real brands are global brands but the Tropicana holds up the major share of the market with its more than 50 products. According to the study Tropicana and Real holds good brand image, brand awareness and average market share in fruit drink category from the study we can conclude that retailers are showing interest to stock and sell fruit juices but the companies has to improve its margin, distribution, promotional strategies, brand building, brand awareness and brand image for some of the products to improve the its market share. By this study we can say that Tropicana holds around 60% of the market share in fruit drink segment and the Real fruit juice holds around 30%. Real fruit Juice should concentrate on distribution of the brand. According to the study the retailers want promotional offers to promote and increase the market share of tetra packs.

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SUGGESTIONS
The company should improve the existing sales promotion scheme and introduce new and attractive ones.

The company should try to concentrate on advertising and should try to increasing the awareness among consumer build brand image through it.

The company should improve the design, style and packaging because retailers are looking at the physical structure of the products.

The company should concentrate on the quality, service.

Company should concentrate on the distribution of the product.

Real should concentrate on the pull strategy rather than push strategy.

Tropicana and Real should increase the banners and hoardings outside the public areas.

The company should also introduce more new flavors.

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CHAPTER-6 CONSLUSION

60

CONCLUSION
In the present competitive world the success of the company depends on satisfying the customers as well as channel members. This is the area of retail business and to win the race and be on the top companies are outperforming by spending more on trade promotions. The channel members play a key role in increasing the sales of FMCG products. So the company has to pay more attention on distribution, promotion and availability of brand to win sales in the market. The study concludes that the Tropicana and the Real fruit juice have to strengthen its product line by introducing new flavors and new sizes. It also has to increase the stock holding and availability of their brands through motivating channel members by offering attractive schemes and incentives.

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BIBLOGRAPHY
Principles of Marketing Philip Kotler Marketing Research G.C.Berry Marketing Management Kotler www.coca-colaindia.com www.students3k.com
www.coca-cola.com Hays, Constance L."PepsiCo to Pay $3.3 Billion For Tropicana NYTimes.com." The New York Times Breaking News, World News & Multimedia. 21 July 1998. Web. 06 Apr. 2011. http://query.nytimes.com/gst/fullpage.html?res=9805E1D71130F932A15754C0A96E958260 "Juice and Juice Drinks: The Market US February 2011." Mintel. Feb. 2011. Web. "Tropicana | Facebook." Tropicana. Web. Mar. 2011. http://www.facebook.com/Tropicana www.Tropicana.com

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QUESTIONNAIRE
QUESTIONNAIRE FOR CONSUMERS
To know consumer satisfaction towards Tropicana and Real fruit juice brands in Tri-city. Date: Centre: Chandigarh Tri-city Dear sir/madam I am doing a brief survey to find out about consumer satisfaction toward Tropicana and Real fruit juice brand in Chandigarh Tri-city as a part of my research report. So I am requesting you to kindly cooperate with me in filling the questionnaire. I am assuring you that the information provided by you will be only used for the academic purpose. Name:____________________ Contact No.__________________ Q. No. 12

Address:___________________ 1. Gender of the respondents? A) Male 2. Your age group? A) Below 18

Qualification:________________

B) female

B) 18-25

C) Above 25

3. Which type of fruit juice brand you are aware mostly? A) Tropicana B) Real C) Any other

4. Through which medium you come to know about you preferred fruit drink? A) Hording & banners C) TV & Radios 5. For whom do you buy fruit drink? A) Myself C) Children B) Family D) Social occasion
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B) News & magazines D) Any other

6. What quantity do you usually prefer to buy? A) 200-250ml B) 300ml C) 500ml D) 1lt

7. Rank the following drinks at the scale 1-5 you like most? A) Tropicana D) Appy G) Pulpy orange B) Real E) Frooti H) Twister C) Slice F) Mangola I) Other

8. Which of the following points satisfy you most? Tropicana I. No. of flavors II. Price III. Nutrition value IV. Taste V. Availability and convenience VI. Discount & promotional scheme 9. Which is your most preferred channel for purchasing fruit drinks? A) Retail store/Grocery store C) Cine plexus E) Restaurant

Real

B) Super market/Hypermarket D) Pan shop/kiosk F) Travel

10. Does advertizing and promotion influence your purchasing decision? A) Yes B) No

11. How do you rate about the fruit drink brand? Tropicana Real A) Very poor A) Very poor B) Poor B) Poor C) Good C) Good D) Excellent D) Excellent

12. Do you want any improvement in the Tropicana fruit juice on the basis of following parameters?(Tick any) A) Price B) No. of flavors C) Taste D) Availability

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