CONSUMER AWARENESS AND BEVARAGES DISTRIBUTION

A Study on Consumer Awareness and Beverages Distribution With Reference to Bharti Del Monte, Vizag.
A project submitted to GITAM University, Visakhapatnam in partial fulfillment of the requirements for the Award of the degree of MASTER DEGREE IN BUSINESS ADMINISTRATION By G.V.RAVITEJA (Roll No: 1225110353) Under the guidance of Dr. P.ASHA,

M.A (Lit), M.Phil, Ph.D

GITAM INSTITUTE OF MANAGEMENT GITAM UNIVERSITY VISAKHAPATNAM

DECLARATION

I, G.V.RAVITEJA student of Masters of Business Administration (M.B.A.), GITAM Institute of Management, GITAM University hereby declare that the project work initiated on A STUDY ON CONSUMER AWERNESS AND BEVAREGES DISTRIBUTION with reference to BHARTI DELMONTE, VIZAG is a genuine work done by me in partial fulfillment of the requirement of my M.B.A. This is not been submitted elsewhere for the award of any degree in part or in full.

VISAKHAPATNAM: DATE: G.V.Raviteja

CERTIFICATE

This is to certify that the project Report titled A STUDY ON CONSUMER AWERNESS AND BEVAREGES DISTRIBUTION with reference to BHARTI DELMONTE, VIZAG is an original work carried out by G.V.Raviteja, Enrolment No 1225110353, under my guidance and supervision in partial fulfillment for the award of MBA program of GITAM University, Visakhapatnam during the Academic year 2009-2010. This report is not submitted to any other University or Institution for the award of any

Degree/Diploma/Certificate.

Visakhapatnam: Date:

Dr. P.Asha

ACKNOWLEDGEMENT The satiation and euphoric that accompany the successful completion of task, would be incomplete without the mention of the people who made it possible. Firstly and foremost, I would like to express my sincere and profound gratitude to Prof.K.Sivaramakrishna , Dean and Principal of GITAM INSTITUTE OF MANAGEMENT, Vice principal Ms.P.Sheela, GITAM UNIVERSITY, for giving me this opportunity to work in this project I am grateful to Dr.P.Asha ,my project guide for help, care, affection, constant support, valuable guidance and sustained assistance at every stage of this project but also throughout my academic year

After all, success is the epitome of hard work, perseverance, zeal, steadfast determination and most of all encouraging guidance. So, with immense gratitude, I acknowledge all those whose guidance and encouragement served as a beacon light and crowned my efforts with success.

I would like to express my profound sense of gratitude to Bharti Del Monte for providing me an opportunity to carry on the desired Project.

I would like to acknowledge my company guide Mr.Rafhee, Area Sales Manager, Bharti Del Monte India Pvt. Ltd., for their superior guidance as well as constant encouragement during the conduct this project. I am also thankful to my colleagues Mr.Rama Rao, Mr.Chiranjeevi, for their full support and guidance during the projects.

I sincerely and whole-heartedly thank all my teachers, mentors and friends in GITAM INSTITUTE OF MANAGEMENT who in some way have helped me by imparting valuable knowledge and skills. This project would not have been concluded successfully within time without their support and help.
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CONTENTS

I. II. III. IV. V.

Theoretical Framework The Present Study Organization Profile Analysis Findings, Suggestions and Conclusions

9 16 21 28 40

Annexure Questionnaires Bibliography 44 45

List of Tables

TABLE NO

TITLE

PAGE NO:

4.1

Maximum Demand

31

4.2

Accepts new brand

32

4.3

Most costumers drinks

33

4.4

Cases sold per day

34

4.5

Quantity of bottles

35

4.6

Know about del Monte

36

4.7

How they know

37

4.8

Satisfied with margins

38

4.9

Interest on del Monte

39

List of Charts/Figures:
CHART NO: TITLE PAGE NO:

4.1

Maximum Demand

31

4.2

Accepts new brand

32

4.3

Most costumers drinks

33

4.4

Cases sold per day

34

4.5

Quantity of bottles

35

4.6

Know about del Monte

36

4.7

How they know

37

4.8

Satisfied with margins

38

4.9

Interest on del Monte

39

CHAPTER 1 THEORITICAL FRAMEWORK

Brand Equity:
A brand is a name or symbol used to identify the source of a product. When developing a new product, branding is an important decision. The brand can add significant value when it is well recognized and has positive associations in the mind of the consumer. This concept is referred to as brand equity.

What is Brand Equity?

Brand equity is an intangible asset that depends on associations made by the consumer. There are at least three perspectives from which to view brand equity:

Financial - One way to measure brand equity is to determine the price premium that a brand commands over a generic product. For example, if consumers are willing to pay $100 more for a branded television over the same unbranded television, this premium provides important information about the value of the brand. However, expenses such as promotional costs must be taken into account when using this method to measure brand equity. Brand extensions - A successful brand can be used as a platform to launch related products. The benefits of brand extensions are the leveraging of existing brand awareness thus reducing advertising expenditures, and a lower risk from the perspective of the consumer. Furthermore, appropriate brand extensions can enhance the core brand. However, the value of brand extensions is more difficult to quantify than are direct financial measures of brand equity.

Consumer-based - A strong brand increases the consumer's attitude strength toward the product associated with the brand. Attitude strength is built by experience with a product. This importance of actual experience by the customer implies that trial samples are more effective than advertising in the early stages of building a strong brand. The consumer's awareness and associations lead to perceived quality, inferred attributes, and eventually, brand loyalty.

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Strong brand equity provides the following benefits:

y y

Facilitates a more predictable income stream. Increases cash flow by increasing market share, reducing promotional costs, and allowing premium pricing.

Brand equity is an asset that can be sold or leased.

However, brand equity is not always positive in value. Some brands acquire a bad reputation that results in negative brand equity. Negative brand equity can be measured by surveys in which consumers indicate that a discount is needed to purchase the brand over a generic product.

Building and Managing Brand Equity:

In his 1989 paper, Managing Brand Equity, Peter H. Farquhar outlined the following three stages that are required in order to build a strong brand: 1. Introduction - introduce a quality product with the strategy of using the brand as a platform from which to launch future products. A positive evaluation by the consumer is important. 2. Elaboration - make the brand easy to remember and develop repeat usage. There should be accessible brand attitude, that is, the consumer should easily remember his or her positive evaluation of the brand. 3. Fortification - the brand should carry a consistent image over time to reinforce its place in the consumer's mind and develop a special relationship with the consumer. Brand extensions can further fortify the brand, but only with related products having a perceived fit in the mind of the consumer.

Alternative Means to Brand Equity:

Building brand equity requires a significant effort, and some companies use alternative means of achieving the benefits of a strong brand. For example, brand equity can be borrowed by extending the brand name to a line of products in the same product category or even to other categories. In some cases, especially when there is a perceptual connection between the products, such extensions are successful. In other cases, the extensions are unsuccessful and can dilute the original brand equity.
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Brand equity also can be "bought" by licensing the use of a strong brand for a new product. As in line extensions by the same company, the success of brand licensing is not guaranteed and must be analyzed carefully for appropriateness.

Managing Multiple Brands

Different companies have opted for different brand strategies for multiple products. These strategies are:
y

Single brand identity - a separate brand for each product. For example, in laundry detergents Procter & Gamble offers uniquely positioned brands such as Tide, Cheer, Bold, etc. Umbrella - all products under the same brand. For example, Sony offers many different product categories under its brand.

Multi-brand categories - Different brands for different product categories. Campbell Soup Company uses Campbell's for soups, Pepperidge Farm for baked goods and V8 for juices. Family of names - Different brands having a common name stem. Nestle uses Nescafe, Nesquik, and Nestea for beverages.

Brand equity is an important factor in multi-product branding strategies. Protecting Brand Equity The marketing mix should focus on building and protecting brand equity. For example, if the brand is positioned as a premium product, the product quality should be consistent with what consumers expect of the brand, low sale prices should not be used compete, the distribution channels should be consistent with what is expected of a premium brand, and the promotional campaign should build consistent associations. Finally, potentially dilutive extensions that are inconsistent with the consumer's perception of the brand should be avoided. Extensions also should be avoided if the core brand is not yet sufficiently strong. The company orientation towards the market place thus depends on the application of the above 5 concepts. Some of these concepts are not applicable in todays market whereas others are applicable sector by sector.

12

Influence of consumer behavior:

The study of consumers helps firms and organizations improve their marketing strategies by understanding issues such as how
y

The psychology of how consumers think, feel, reason, and select between different alternatives (e.g., brands, products);

The psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media);

y y

The behavior of consumers while shopping or making other marketing decisions; Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome; How consumer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer; and

How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer.

One "official" definition of consumer behavior is "The study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society." Although it is not necessary to memorize this definition, it brings up some useful points:
y

Behavior occurs either for the individual, or in the context of a group (e.g., friends influence what kinds of clothes a person wears) or an organization (people on the job make decisions as to which products the firm should use). Consumer behavior involves the use and disposal of products as well as the study of how they are purchased. Product use is often of great interest to the marketer, because this may influence how a product is best positioned or how we can encourage increased consumption. Since many environmental problems result from product disposal (e.g., motor oil being sent into sewage systems to save the recycling fee, or garbage piling up at landfills) this is also an area of interest.

y y

Consumer behavior involves services and ideas as well as tangible products. The impact of consumer behavior on society is also of relevance. For example, aggressive marketing of high fat foods, or aggressive marketing of easy credit, may have serious repercussions for the national health and economy.

13

There are four main applications of consumer behavior:

y

The most obvious is for marketing strategyi.e., for making better marketing campaigns. For example, by understanding that consumers are more receptive to food advertising when they are hungry, we learn to schedule snack advertisements late in the afternoon. By understanding that new products are usually initially adopted by a few consumers and only spread later, and then only gradually, to the rest of the population, we learn that (1) companies that introduce new products must be well financed so that they can stay afloat until their products become a commercial success and (2) it is important to please initial customers, since they will in turn influence many subsequent customers brand choices.

A second application is public policy. In the 1980s, Acutance, a near miracle cure for acne, was introduced. Unfortunately, Acutance resulted in severe birth defects if taken by pregnant women. Although physicians were instructed to warn their female patients of this, a number still became pregnant while taking the drug. To get consumers attention, the Federal Drug Administration (FDA) took the step of requiring that very graphic pictures of deformed babies be shown on the medicine containers.

Social marketing involves getting ideas across to consumers rather than selling something. Marty Fishbone, a marketing professor, went on sabbatical to work for the Centers for Disease Control trying to reduce the incidence of transmission of diseases through illegal drug use. The best solution, obviously, would be if we could get illegal drug users to stop. This, however, was deemed to be infeasible. It was also determined that the practice of sharing needles was too ingrained in the drug culture to be stopped. As a result, using knowledge of consumer attitudes, Dr. Fishbone created a campaign that encouraged the cleaning of needles in bleach before sharing them, a goal that was believed to be more realistic. As a final benefit, studying consumer behavior should make us better consumers. Common sense suggests, for example, that if you buy a 64 liquid ounce bottle of laundry detergent, you should pay less per ounce than if you bought two 32 ounce bottles. In practice, however, you often pay a size premium by buying the larger quantity. In other words, in this case, knowing this fact will sensitize you to the need to check the unit cost labels to determine if you are really getting a bargain.

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There are several units in the market that can be analyzed. Our main thrust in this course is the consumer. However, we will also need to analyze our own firms strengths and weaknesses and those of competing firms. Suppose, for example, that we make a product aimed at older consumers, a growing segment. A competing firm that targets babies, a shrinking market, is likely to consider repositioning toward our market. To assess a competing firms potential threat, we need to examine its assets (e.g., technology, patents, market knowledge, and awareness of its brands) against pressures it faces from the market. Finally, we need to assess conditions (the marketing environment). For example, although we may have developed a product that offers great appeal for consumers, a recession may cut demand dramatically.

15

CHAPTER 2 METHODOLOGY

16

NEED OF THE STUDY:

Beverages are the craze of both young and old in the entire country. These products are mainly thirst quenchers have gained predominance mainly because oftropical climate conditions. The profit margin being quite large, there has been a sport in product line and also entry of competitors into this industry. These days the manufactures are in the head on competition with each other so as to corner a major share. Hence the fittest of them is only to survive. The quality, quantity, price, product and perfect understanding between the company and retailer go along in building of the good image for the products manufactured.

As the competition increasing between Pepsi, Coca-Cola and Delmont with very little differentiation in the product promotion careers. It is very important to know about the marketing practices of Pepsi and Coca-Cola and its competitors. The information about product, price, place and promotion is very helpful to increase the sales.

AIMS AND OBJECTIVES:

To study the satisfaction levels of the customers of Del Monte Beverages. To study the factors that influence customer satisfaction. To study the strategies of Del Monte Beverages to maintain customer satisfaction. To study the promotional strategies adapted by Del Monte beverages. To suggest suitable strategies for upgrading the performance of Del Monte, after studying the above aims.

y y y y y

Primary research objective

y

To determine the factors influencing the consumer decision while buying fruit drinks and most preferred place of advertisement majorly in the age group 17-35 in the city of Visakhapatnam.

This report aims to generate information on various factors influencing consumer decision while purchasing a fruit drink. Company can evaluate their positioning and promotion strategies based on the factors influencing the choice of a particular fruit drink brand. Companies can also utilize the factors influencing the choice of SKU for
17

managing their portfolio of different SKUs in the fruit drink category. The information on factors influencing the choice of a channel can be used to focus on the growing channels and also in managing existing channels. This report also contains broad based trends on consumer profile, awareness levels, usage patterns and fruit drink category as a whole which can be utilized to make inferences about the future

SCOPE OF THE STUDY:

One of the most important constants among all after, despite our differences, is that above all we are consumers. We use or consume on a regular basis food, clothing, shelter, transportation, education, equipment, vacations, necessities, luxuries, services and even ideas. As consumers we play a vital role in the health of the economy local, national and international. The purchase decisions we make affect the demand for basic raw materials, for transportation, for production, for banking, they after employment of workers and the deployment of resources, the success of some industries and the failure of others. In order to succeed in any business and especially in two days dynamic and rapidly evolving market place, marketing need to know everything they can about consumers what they want, what they think, how they work, how they spend their leisure time. They need to understand the personal and group influences that affect consumer decisions and how these decisions are made. The term consumer behavior describes two different kinds of consuming entities. They are personal consumer and the organizational consumer. The personal consumer buys goods and services for his or her own use, for the use of the house hold, or as a gift for a friend.

In each of these contexts, individuals, who are referred to as end users or ultimate consumers buy the products for final use. The second category of consumer the organizational consumer includes profit and not for profit business, government agencies [local, state and national] and institutions [ egg. Schools, hospitals and prisons] all of which must buy products, equipment and services in order to run their organization. Despite the importance this thesis of both categories of consumers individuals and organizations this book will focus on the individual consumer, who purchases for his or her own personal use or for household use. End

18

use consumption is perhaps the most pervasive of all types of consumer behavior, for it involves every individual of every age and back ground in the role of either buyer or user or both.

Methodology:
a) Primary ResearchData was collected from candidates using questionnaire. The questionnaire was distributed in colleges, outside the shops to gather data from people who had come to visit there and purchase managers of different hotels, restaurant and caterers.

b) Secondary ResearchExternal secondary data has been generated to obtain volume of sales regarding beverage markets, fruit drinks, each of the brands and the positioning of each of the brands.

Measurement Instruments :
The measurement instrument in the questionnaire will be one to ten scales. Apart from details regarding their choice of drink for refreshment, their frequency of visits and the channels they choose, their spending patterns will also be mapped. The data will be extracted and put in MS Excel. The measurement is designed to get a fair idea about the various attributes and conducted factorial analysis of the important attributes.

Samples
The aim is to collect 100 samples for the analysis. The samples should be such that they are Consumers of fruit drinks. I will also try to get an adequate ratio of men and women in the samples.

The main demographics targeted were the younger age group as they are more health conscious and aware of such health drinks. Also focus will be more on the college going crowd and young professionals as they would be more interested in trying out new products and were more conscious. Buyers who have been consuming fruit drinks were better able to answer the questions regarding the influencing factors and the reasons for their consumption and purchase.

19

Analysis Techniques The analysis techniques to be used have been on M.S.Excel and the tests will be performed to ascertain the factors influencing the consumer decision while buying fruit drinks. Factor analysis will be conducted to find main factor influencing out of present factors through simple pie and bar graphs and also be conducted to find out the various reasons for purchasing any particular brand of fruit drink.

Limitations: The main limitation will be the sampling conducted. It will be in a random manner and no. The data might not be represative of the entire population. Respondent might not answer correctly due to following reasons-

Ignorance - The respondents being unaware about the subject of the question. To cover up their ignorance, they provide some answers or other.

Inability to recollect- Due to memory decay Omission - The interviewee unable to remember if an incident actually occurred. Telescoping - When the interviewee thinks that an event that occurred in past occurred more recently Creation - When interviewee feels that the incident or event did not occur at all.

Inability to verbalize - Respondents inability to verbalize factors influencing the buying motives.

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CHAPTER 3 ORGANIZATION PROFILE

21

INDUSTRY PROFILE:The packaged fruit drink industry in India have a history of 24 years, it all started in 1984 with launch of Parle Frooti in tetra pack, but the real surge in packaged fruit drink industry came in 1996 when Dabur captured the imagination of young Indian consumer with the launch of Real Fruit juices-a new concept in the India food market. Since then the industry have been developing gradually and seeing entry of numerous new player with varied flavors and promotions to lure ever growing Indian consumers. The branded fruit juice market in India is estimated to be worth Rs 1200 crore organized fruit beverage market (nectars, drinks and juices combined).

Juice accounts 30 % Nectar 10 % Fruit drinks 60 % The segment is growing at about 30 per cent per annum (source- fnbnews.com). This decade witnessed a major surge in the market of non carbonated beverage, as people are turning more health conscious and due to pesticide incident in carbonated drinks, the noncarbonated beverage segment has become one of the fastest growing and most exciting businesses at the moment. For some time now industry is in growth stage of Industry Life Cycle, this stage is marked by entry of new players like Del Monte, CavinKare Pvt Ltd (Maa Fruits Pvt Ltd.).

Manufacturers have experimented with some of the formulation and taste issues, offering the consumers better tasting, healthful alternatives i.e. product innovation which is a marked feature of growth stage. Evolving from drinks containing a hint of herbs or vitamins, beverages have become an important delivery vehicle for efficacious amounts of nutritional ingredients.

Beverages are unusual products in which everyone expects to try new varieties, even from established brands. The growth stage also involves price cuts to attract new layer of price sensitive customer.

22

Major variant of fruit juice available in Indian market are1) Juice is naturally contained in fruit or vegetables. It is prepared by mechanically squeezing or macerating fresh fruits or vegetables. Juice is always 90% fruit juice.

2) Nectar is also made from fruit or vegetables but with 25-89 % juice content and usually with added sugar.

3) Still drinks contain 0-24 % juice content in fruit, vegetable or other flavors.

Major players in Indian fruit drink market are1) Real juices from Dabur Foods 2) Pepsi's Tropicana

3) Jumpin, Xs from Godrej

4) Frooti, N-joi from Parle Agro

5) Freshgold from Surya Foods & Agro

6) Leh Berry from Ladakh Foods

7) Safal juices from Mother Dairy 8) Delmont fruit drink from Bharti Del Monte

9) CavinKare Pvt Ltd (Maa Fruits Pvt Ltd. )

10) Coca Cola India (Minute Maid Pulpy Orange / Maaza )

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COMPANY PROFILE
Company: - Bharti Del Monte India Pvt Ltd.
Bharti Del Monte India Private Limited incorporated in September 2004, is a joint venture between Bharti Enterprises and Del Monte Pacific Limited., which offers fresh fruits & vegetables and processed foods and beverages in the domestic as well as international markets.

Bharti Del Monte India Pvt Ltd., in the `fresh` foods category is the largest Indian exporter of Baby corn and is also engaged in providing `safe`, fresh and hygienic fruits and vegetables in `convenient` formats to food service and modern retail segments in the domestic market under the Field Fresh brand. The company has recently entered in the `processed` foods category by launching Del Monte brand in India with a promise to offer the consumers innovative products in foods and beverages combining great taste and goodness of health Product Profile for processed food division in India-

1) Fruit Drink a) Mango splash b) Orange c) Pineapple d) Green apple e) Four seasons f) Pineapple-Orange 2) Pineapple Slices 3) Fruit Fiesta 4) Pineapple tidbits 5) Olive (Black and Green) 6) Olive Oil (Extra Virgin) 7) Corn Kernel 8) Tomato Ketchup 9) Tomato Chilly Ketchup

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Target Market Recreational Fitness Health Lifestyle Sports Target Place of IntroductionMom and Pop stores, Bakeries, Super/Hyper Market, Institutions (Hotel, Restaurant, Canteens, Corporate).

Distribution Channel South Zone Products are manufactured in Philippines, from there it is shipped to Super sockets in Mumbai, the products then transported to Carry & Forward agent at Mysore road, from C&F agent it moves to distributors like Yashashvi and Global Solutions in Bangalore, distributors then distribute companies product to retailers, bakeries, institutions, supermarkets etc from where end consumers consume it. Companys Life Cycle

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The Company Bharti Del Monte is in introductory stage of its PLC. This stage is marked by high promotion expenses because company needs to(i) Inform the customers about the product. (ii) Induce product trials. (iii) Secure distribution in retail outlets. Bharti Del Monte is generating awareness through sales, product trials and some point of purchase display material. The main focus has been on introduction of product on new places. The products are high priced compared to other players and spending on promotions is low which indicate that company is following Slow Skimming strategy.

Comparison within the major competitors Dabur Real Dabur's flagship brand Real fruit juice is a market leader in the packaged fruit juice category. Real with a market share of 35 % offers to its consumers the largest range of 9 juices that comprise orange, mango, pineapple, mixed fruit, grape, guava, tomato, litchi and cranberry. Real Active orange carrot juice, India's first packaged fruit + vegetable juice. Real offers traditional 'cooling' recipes in a ready-to-drink format i.e. Aam panna, pomegranate (anar) and water melon. Spread over 11 acres and geared to process 150 tons of fruit per day, it has the capacity to produce 192 tonnes of pulp/concentrate.

Pepsi cos Tropicana Tropicana is a product of vast PEPSI family. Pepsi's Tropicana brand fruit juice has outpaced the growth of the packaged fruit juices market in India. The company sources orange juice concentrates from Brazil. They come in Tetra packs of one liter and PET bottles of 500 ml and one liter. Pepsi also markets Gatorade an energy drink for the sports personnel which are a sugar-free Diet Pepsi. Pepsi, in association with HLL have launched Lipton iced tea.

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Parle Argos Frooti Frooti from Parle Agro is the largest distributed fruit drink with 85 % market share in India. It reaches more than 10 lakhs retail outlets in up to class C towns The company's another revenue earning brand includes Bailey water. I Coca Colas Maaza Maaza was acquired by Coca Cola India. Over the years, Maaza has become synonymous with mango. The drink became a hit with successful advertisement campaigns like "Taaza mango, maaza mango,' and 'Botal mein aam, maaza hain naam. It is available in 200 ml, 250 ml, 125 ml Tetra pack and 200 ml Tetra pack.

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CHAPTER 4 ANALYSIS

28

SWOT Analysis of company

Internal Factors
Strengths Del Monte has a history of 120 yrs and it is among the most reputed brand internationally. Bharti and Del Monte has strong financial position , investment not a big problem. Del Monte products scores very high on quality Backward Integration- Del Monte grows its raw material , so raw material availability is even an at cheaper rates. Del Monte products are preserved only in natural preservatives. Long shelf life i,e 18 months- 24 months make it more favourable with retailers and other vendors.

Weaknesses Raw materials are fruits which are seasonal in nature so scarcity of raw material can be faced. Distribution Channel- Since company is new and sales is low, so distributors are apprehensive about delivering such small quantity individually, therefore deliveries are delayed. Import- Products are being imported from Philippines, so import duty and transportation cost increases overall price of products. Late entrant- Bharti Del Monte has entered into market in which around 10 players are already operating with few big and established brands , like Dabur, Tropicana etc.

External FactorsOpportunities Growing industry- Packaged Fruit juice industry in India growing at 30% and market is ever expanding there is lot of potential in market to be tapped. Competitive advantage over carbonated drink- With pesticide incident the consumer preference has shifted towards fruit drink. Wellness awareness among consumers- Today Indian consumer is very health conscious and dont mind spending extra money for a healthy product

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 Commonwealth games 2010 will attract lot of foreign tourist in India, these people already know Del Monte brand so their presence towards same will be high.

Threats Cut throat competition Global Warming- In future due to global warming the fertility of soil is expected to deteriorate, which can cause scarcity of raw material. Unstable government policies.

The data after collection has to be processed and analyzed in accordance with the outline laid down for the purpose at the time of developing the research plan. This is essential for a scientific study and for ensuring that we have all the relevant data. Processing implies editing, coding, classification and tabulation of collected data so that analysis can be done. The term analysis refers to the computation of certain measures along with searching for patterns of relationship that exists among data-groups. Thus "in the process of analysis, relationships or differences supporting or conflicting with original or new hypothesis should be subjected to statistical tests of significance to determine with what validity data can be said to indicate any conclusions." Analysis of data in a general way involves a number of closely related collected data and organizing them in such a manner that they answer the research questions.

30

1. Whi h product do you have maximum demand? Thi question is asked to the retailer to know which brand is having more demand in there retail shop. T l

outlet type bakeries pan shops college canteens retail shops hospital canteens

no of coke users
19 7 14 9 4

no of Pepsi users 16 11 4 6 1

Others 2 2 1 3 1

20 18 16 14

12 10 8 6 4 2 0 bakeries pan shops college canteens retail shops hospital canteens

no of coke users no of pepsi users

others

i :

From the above graph we can interpret that most of the retailers are using coke brand. According to the statistics we can identify that most of the bakeries in Visakhapatnam are the major consumers and on the other view, because of the youth the demand of the product has grew across the years. Other reason for the increase in the sales of this product is due to the effect of standard supply to the hospital canteens.
31

2. Whether the customers accept new brands? This question is asked to known whether the customers will accept the new brands which are coming into existence.

Yes No Maybe

68 12 20

percentage
68

70
60 50

40 percentage 30 20
10 0

20 12

yes

no

maybe

i : From the above table we can interpret that m of the retailers given the ost feedback that their customers accepts new brands i.e., 68%, 12% of the retailerssaid that the customers not accepts new brands easily, 20% of the retailers felt the acceptance of the new brand depends..

32

3. Which flavors of drinks have more demand in your shop? This question asked the retailer to know which flavor is more demand in their shop/stores.

4.3 More demand Carbonated flavor Lemon flavor Fruit drinks Others Percentages 38 24 28 10

Graph: 4.3

Percentages
10 38

28

Carb nat d flav r

L m n flav r Fruit drinks

Interpretation: The graph shows how the types of flavors being circulated according their consumption levels. Countries like India mostly consume the drinks which taste natural and by the graph above show that the maximum consumption is by the lemon flavor .

24

Oth rs

33

4. How many cases do you sell for one day? This question asked the retailer to know how many cases they will sell for one day in there shop/stores.

Table: 4.4
outlet type
college canteens hospital canteens pan shops bakeries retail shops

percentages
32.22591362 12.95681063 14.6179402 28.23920266 11.96013289

Graph: 4.4

percent es
re ail shops 12%

colle e canteens
hospital canteens

bake es 28%

Interpretation: From the above graph we can interpret that most of the retailers are using coke brand. According to the statistics we can identify that most of the bakeries in Visakhapatnam are the major consumers and on the other view, because of the youth the demand of the product has grew across the years. Other reason for the increase in the sales of this product is due to the effect of standard supply to the hospital canteens.
34

hos

 

pan shops 15%

e e c ee s 32%

pan shops

bakeries retail shops

c 13% ee s



5. What quantity of bottles has more sales? This question asked the retailer to know the sale of bottles in there shop/stores.

Table: 4.5 Sales glass bottles pet bottles

Tins all equal

percentage 50 18
12 20

Graph: 4.5

percentage

20%
glass bottles 50% pet bottles

12%

tins all equall

18%

Interpretation: As it is the traditional marketing evolution glass bottles are more in use when compared to other pack ups. But being more cost effective plastic bottles have been circulated enormously and have become more in use. Very less commodities are using tins.

35

6. Do you know about the brand Del Monte? This question asked the retailer to know whether they have knowledge about Del Monte.

Table: 4.6

No of shops Known Unknown

Percentages 38 62

Graph: 4.6

Percentage

38 known
unkonown

62

Interpretation: Unknown shops are those who receive the product througha distribution channel where the network has been created by the centrali ed dealer of the area. These unknown shops being more number the supply becomes wider. The graph shows the number of known and unknown shops that are being covered by the product.
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7. If yes, how would you know? This question asked the retailer if they know the product Del Monte how would they know about that product.

Table: 4.7 Know T.V Paper Salesman Others Percentages 33 4 55 8

Graph: 4.7

33

T.V
Paper Sales an

Others
55

. Interpretation: From the above table we can interpret that most of the retailers are know by salesman i.e., 55%, T.V by 33%, paper by 4% and others by 8%.

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8. Do you satisfied with the margins/schemes? This question is asked to the retailer to know whether they satisfied with Del Monte schemes.

Table: 4.8

Scheme satisfaction Highly satisfied Satisfied Dissatisfied Highly dissatisfied

Percentage 9 46 38 7

Graph: 4.8

Percentage
7 9
Highly satisfied

38 46

Satisfied Dissatisfied

Highly dissatisfied

Interpretation: From the above table we can interpret that most of the retailers are satisfied i.e;46 percent are satisfied but 38 percent retailers are dissatisfied because they felt the offer was much less to wht they had expected.
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9. Do you have interest in Del Monte? This question asked the retailer to know whether they have any interest on Del Monte.

Table: 4.9

outlet type bakeries pan shops college canteens retail shops hospital canteens

no of interested 20 9 10 11 5

no of not interested
17 11

9
7 1

Graph: 4.9

40
35

30 25 20 15
10

17

20 9 10
11 1 5

5
0

bakeries pan shops

colle e retail shops hospital canteens canteens

Interpretation: From the above table we can interpret that most of the retailers are satisfied.

11

no of intreste

no of not intreste

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CHAPTER 5 FINDINGS, SUGGESTIONS AND CONCLUSION

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Conclusion
A high positive correlation is found between preference and price to quality satisfaction for still drinks like Appy, Pulpy Orange, Del Monte and Frooti while same is very low for juices like Real, Tropicana.

Respondents have identified Retail/Grocery stores as most preferred option for purchasing fruit drink followed by Super markets. Female respondents were more prices sensitive for choosing particular channel followed by location while for males highest valued reason was location. Institutional buyers identified distributors as most proffered channel and their top most priority was service.

Consumers of Bharti Del Monte fruit drink identified T.V/Radio as most preferred place of viewing advertisement followed by newspaper/Magazines third in ranking came Hoardings/ and Word of Mouth.

Consumers are very money conscious in this recession and want something extra from every penny spend so when it comes to promotional schemes. The top priority of customer is Special offers/Bonus packs followed by free gifts.

The most consumed tinned product by restaurants in Bangalore are Sweet Corn followed by Litchi, then comes Cherries followed by pineapple next in line comes baby corn, then peaches and mango.

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Recommendations to the company:

y

Advertisement targeting psychographic factors of consumer -It is

evident in analysis that factor mental makeup have a very high influence on consumption of fruit drink, it have attributes Trendiness and reflects my attitude which are highest loaded of all attributes. While designing its communication program Bharti Del Monte should highlight these features. The advertisement campaign should be something like Mountains dews Darr ke baaad jeet hai where they project that mountain dew drinker have different attitude than other cold drink drinkers.

Campaign tagline may be something like Young India, Younger drink.

Smaller pack at lower cost for targeting school and college students During my visit to different colleges and schools for making sales call, I found that even though people liked the product they were apprehensive about keeping the product due to pricing as students are not able to pay such a higher price. Therefore company should come with a smaller pack of 200ml in tetra pack which will reduce the cost for company in turn company can reduce its price may be to 15 Rupee.

It may appear as a loss for company in initial periods but looking at long term prospective it is beneficial for company as this segment is ever growing with birth rate of 6.7 births/1000 so this segment need to be aggressively tapped, also these students if develop liking for the product now will become a loyal customer for company when they will start earning.

Introducing market need based products - The company should research

about the needs of different market and accordingly introduce products rather than simply introducing products from its existing products outside country. Taking examples from Data provided in analysis about consumption of different packaged fruits in restaurants in VIZAG , its evident that demand for Lithci and cherries are very high rather than peaches which company is currently introducing similarly

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demand for packaged pineapple slices may be very high in north as the fresh pineapple availability is low there.

Improve distribution channel - While doing my project with company, I have

observed that distributors are delaying deliveries for long time as order coming are small due to which some orders getting cancelled, so company should tackle this problem else companies image will get tarnished as it is very evident in analysis that institutional buyers are most sensitive to service.

A probable solution can be giving small incentives to distributor who provide best service on monthly basis.

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ANNEXURE
QUESTIONNAIRE

1.

Which product do you have maximum demand? a) Coca-cola b) Pepsi c) Del Monte d) Others

2. Whether the customers accept new brands? a) Yes b) No c) Maybe

3. Which flavors of drinks have more demand in your shop? a) Carbonated flavor b) Lemon flavor c) Fruit drinks d) Others

4. How many cases do you sell for one day? a) 1-2 cases b) 3-5 cases c) 6-10 cases d) 10 < above

5. What quantities of bottles have more sales? a) Glass bottles b) Pet bottles c) Tins d) All equal

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6. Do you know about the brand Del Monte? a) Yes b) No 7. If yes, how would you know? a) T.V b) Paper c) Salesman d) Others 8. Do you satisfied with the margins/schemes? a) Highly satisfied b) Satisfied c) Dissatisfied d) Highly dissatisfied

9. Do you have interest in Del Monte? a) Yes b) No

BIBLIOGRAPHY:
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Philip Kotler,& Kevin lane Keller, 2007, Marketing Management, Prentice Hall of India, New delhi

y y y y y y y y y y y y y y

www.google.com www.fieldfreshfoods.in Websites like www.wikepedia.com www.scribd.com http://blogs.siliconindia.com www.thehindubusinessline .com http://www.scribd.com/doc/13112638/Dabur-Case-Study http://spoonfeedin.blogspot.com/2008/11/business-indiadabur-to-rejig-brandpost. Html www.marketingteacher.com http://www.ncaer.org/publications.aspx?id=4 http://www.authorstream.com/presentation/praveenpatel84-67537-productfreshPunch-education-ppt-powerpoint/

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