SYNOPSIS

ON
SALE PROMOTION
OF
FROOTI

COMPANY PROFILE
HISTORY OF FROOTI
Frooti was launched in a green rectangular Tetra Pak as a ready-to-serve mango drink.
Although it wasn't the first mango drink, Frooti quickly acquired a large market share.
The packaging played a major role behind its success, since it could be carried easily
and conveniently. Frooti also provided a refreshing mango taste that translated into a
huge demand for itself.
The tagline "Mango Frooti, Fresh and Juicy", was the result of a crisp and insightful
brief by the marketing team of Arun Lahori & GM Menon. Coined in a flash by
creative honcho Bharat Dhabolkar. "Fresh and juicy got to be Frooti". The slogan was
a shot in the arm for the brand and helped the brand strengthen and consolidate its
position as the undisputed country wide leader of packaged juice drinks.
Over the years the brand has experienced a series of repositioning. From the original
tagline "Mango Frooti, Fresh and Juicy" to "Juice Up your Life". Eventually, the
original tagline- "Mango Frooti, Fresh and Juicy" was reinstalled. The present ad
campaigns focus on reaffirming Frooti's leading position across India in a confident
manner.

Frooti didn't have a brand ambassador until now. Currently Bollywood 'king' Shah
Rukh Khan endorses Frooti. He has shot a TV commercial for the brand with children,
which had a Twitter tagline "#SRKLovesFrooti". The advertisement promotes pet
bottles in the ad rather than a Tetra pack which they used to normally show in all their
ads till now.
Along with the brand film, the marketing plan includes outdoors, BTL, mall
activation, visibility at retail outlets (POP) and strong digital presence. Interestingly
the first leg of this campaign was launched on the social media and its total timeline
deliveries amounted to 52 million. It managed to garner over 8 million Twitter handles
and a whopping count of 80,000 tweets. Frooti's YouTube channel views increased by
2.5 million and subscribers increased by 600%.The brand has spent 40% more on its
marketing this year divisions operate in three major US and international businesses:
beverages, snack foods, and restaurants.

Brand Communication
Over the years the brand has experienced a series of repositioning. From the original
tagline Mango Frooti, Fresh and Juicy to Juice Up your Life. Eventually, the
original tagline- Mango Frooti, Fresh and Juicy was reinstalled. The present ad
campaigns focus on reaffirming Frootis leading position across India in a confident
manner.
Packaging
To ensure convenience, Frooti is offered in size variants: 1 litre, 250ml and 200ml
TetraPaks. A consumer study revealed that the consumers needed a recap bottle that
didnt exist in the mango drink segment. Parle Agro considered the consumer
requirement strongly and launched Frooti in a new hygienic hotfill PET bottle,
making it the first mango drink to be offered in the PET bottles.

INTRODUCTION TO
TOPIC
SALE PROMOTION

INTRODUCTION

Good marketing is no accident, but a result of careful planning and execution.

Marketing practices are continually being refined and reformed in virtually all
industries to increase the chances of success. Marketing excellence is rare and
difficult to achieve. Marketing is both art and science there is constant tension
between the formulated side of marketing and the creative side.

The world economy has undergone a radial transformation in the last two decades
Geographical and cultural distance have shrunk significantly with the improvements
in the production, transportation and communication. These advances have permitted
companies to widen substantially both these markets and their supplier sources. And
thus the role of marketing becomes wide.

Marketing is the specialization subject of MBA curriculum. When a flood of

consumer products are coming into the market, every company needs people
specialized in marketing to promote their product.

Marketing deals with identifying and meeting human and social needs. One of
the shortest

definitions of marketing is meetings needs profitably.

The 21st century is the era of Advertising, Marketing and Sales Production; Marketing
is to convert social needs into profitable opportunities. As it is said Marketing
thinking starts with the human needs and wants. Apart from basic necessities of
air, water, shelter and clothing, every person has strong desire for recreation and
entertainment. They have strong preference for particular brand of basic and services.
Marketing serves as the link between the societys needs and its pattern of

Industrial response.

Beverage industry is one of the fast growing industries in India. We can divide
Beverages into two sections i.e. Alcoholic & Non-alcoholic. The non-alcoholic drinks
are soft drinks that can be further classified Cola, Lemon, Orange, Mango and Apple
segment.

I was assigned to study the promotional activities of Frooti Promotional activities play
a greater and important role in the entire marketing effort, to generate more sales as
well as to create and maintain an image of its product.

Thus Frooti carried out its promotional activities as a controlled and integrated
program of communication and material design to present its soft drink to the
prospective customer.

It also helps in communication the need satisfying qualities of soft drink, to facilitate
the sales and eventually to contribute towards the profit in long range.

The tools used by Frooti, for fulfilling the various purposes of its promotional
activities are the following:-

Point of sale display

Dealers sales contest

Sales promotion through special event market

Advertising

Incentives

Games

Point of Sale Display:

A sensible man does not have to go far to find out whatever a common panwala
knows that people buy with their eyes. Every item on sale in a shop is displayed in
front where people can see it at first sight.

It is the same with all the shops and vendors in towns either selling consumer or
selling soft drinks. Rather in selling a product like FROOTI display is more than help,
it is an essential element because soft drink is bought on impulses on the spur of the
movement. Thus the product is tested when it is brought at peoples attention.

Dealers sale contest:

Another method of sales promotion being used by the FROOTI, through its
distributors is to conduct dealers sales contest during the peak seasons i.e. during
April to July. In it the dealers are given prize in the form of cases of soft drinks. In the
contest at first his or her respective distributors according to there categorize each
dealer. And then each distributor fixes a target of minimum sale for each category to
which every dealer according to his or her category has to achieve during the contest
period.

Special event market:

The dealers at special event sports place the banners and stall of Frooti product like
picnic fates cricket test match, social are also used to cater the people. It helps in
promoting the sale as well as in creating an image product.

Sales man contest:

Sales man contest are held to motivate the sales man. Sales man contest are held to
motivate the sales man. Under the scheme salesmen are given monetary incentive on
the basis of sale made in their given route.

Media planning:

A very important part of advertising is to decide the medium of advertising and how
much to spend in each media:-

Newspaper & Magazines, Radio, TV, Hoarding, Product of sales materials (paintings,
glow signs, D. Board)

Advertising is one of the important factors which all put together results sales. It has
to be backed by the distribution network, effective servicing, dealer, goodwill and so
on. Thus advertising has to be very carefully woven with the entire demands of
marketing.

OBJECTIVE

OBJECTIVE OF THE STUDY

To study about the promotional activity of Frooti

To know about the stock position of Frooti and its competitors at different
outlets.
To know the per day sale of Frooti and its competitors .

To know the distribution channel of frooti.

RESEARCH
METHODOLOGY

RESEARCH METHODOLOGY

The entire project was divided into five phases and each phase had its individual
significance and supplemented each other. The process had to be started from the
grass root level and it was very important to understand the market for this FMCG
product, which is very fast in production, distribution and consumption.

The methodology consists of the following steps:

Defining the problem

Formulation of hypothesis

Collecting the facts data

Analysis of the data

Conclusion and solution

Research Design:

Research design is the plan, structure and strategy of investigation conceived so as

to obtain answers to research can be called fact oriented; it may be defining
hypothesis,

It may suggest new opportunities, such that we had carried exploratory research
that covers the survey of individuals with interview.

Preparation of research design

Decision regarding what ,where,when,how much by what means connecting an

enquiry or a research study constitute a research study constitute a research
design .It constitutes the blue print for the collection measurement and analysis of
the data.

Research design encompasses the following:

-Data collection

-Type of Research Design,

-Research Tools

Data collection:

After the research problem in marketing has been identified and selected , the next
steps is to gather the requisite data. At this stage ,there is much temptation among
the researchers to organize the field survey to collect the data. While a field survey
may be necessary for data collection, it should be resorted to only when all other
sources of data collection have been exhausted. Data collection includes primary
and secondary data.

Primary Data:

Primary data consists of the information that is collected from actual market about
real facts and figures related to current marketing environment. Marketing research
has a choice of two main research instruments in collecting the primary data. Data
that originate within the firm for which the research is being conducted are internal
data if they were collected for some other purposes, they are internal secondary
data. they may be formal data or informal data. Formal data are available on a
regularly scheduled basis, such as monthly, quarterly or annually in a form that
allows comparison through time.

Informal data report basic marketing knowledge and are available on a nonrecurring basis. Internal secondary data are not systematically collected. They are
not readily available to be used in the original form for research purpose.

External Secondary Data

The second form of secondary data are external secondary which are generally
published and are available in different forms and different sources. Although
external secondary data may be obtained from different sources, some of them are
given below:

Libraries

Literature

Periodicals

Trade associations

Government departments

Population: Determine who can provide the required information. Entire

population of Dehradun which includes retailer only.

Sampling unit:

Determine the basis for drawing the sample.

Retailers in Dehradun region who deals in Frooti and other Beverages

Samplying:

Determine how the sample will be selected.

Sample size:
the sample.

Determine how many population members are to be included in

Sample size is 100 Respondents

Sample plan:

Develop a method for selecting the sample members.

Data collection approach

Secondary research

Internal data generated :-information given by company related to products, price

in Dehradun.

Survey research:- systematic collection of information directly from respondents.

Data collection technique:-

Questionnare

A formulised instruments for asking information directly from a respondant

consumer behavior ,demographic characteristic, level of knowledge attitudes,
beliefs ,feelings.

Questionnare type formal structure direct

Personal interview or face to face interview

Contact method :-

After the sample plan has been determined it was decided as to how the response
should be collected. The response are collected by-

Personal interview personal interview was collected on direct one to one basis.

ANNEXURE

Q.1 Which company have provide you the chilling equipment?

Frooti (Parle Agro)

Real juice

Appy fizz

Q.2 Which company have provide you the rack?

CoCa Cola

Pepsi

Other

Q.3 How satisfied are you, with the Signage?

CoCa Cola

Pepsi

Other

Q.4 How satisfied are you with the SCHEMES of PEPSI?

Satisfied

Quite Satisfied

Neither Satisfied

Dissatisfied

Q.5 How satisfied are you with the GLOW SIGN BOARD of PEPSI?

Satisfied

Quite Satisfied

Neither Sattisfied

Dissatisfied

Very Dissatisfied

Q.6 How would you rate COKE compared to PEPSI on SCHEMES?

CoCa Cola

Pepsi

Q.7 What is the result of Brand pull?

CoCa Cola

Pepsi

Q.8 Which company gives better service?

CoCa Cola

Pepsi

Q.9 Frequency of salesman?

1 to 2 in a week

2 to 3 in a Week

3 to 4 in a week

Q.10 Which company gives better scheme?

CoCa Cola

Pepsi

Q.11 Support material (holders, displays etc.)?

Provided no Support Material

Provided Support material

Q.12 Which brand of water you sells more ?

Local

Pepsi