Documente Academic
Documente Profesional
Documente Cultură
Countries
India
China
Thailand
Indonesia
Mexico
Pakistan
Brazil
13.6
4.2
2.5
2.2
1.9
1.8
1.2
Total
34.9
Top producers of mangoes, 2008-09
Countries
India
China
Mexico
Thailand
Philippines
Pakistan
Nigeria
Indonesia
Brazil
Egypt
51
9
6
5.2
4
3.8
3
2.6
2.5
1
Source: www.mapsofworld.com
Thus India is worlds Largest manufacturing Country and the companies like
Coca-cola, PepsiCo and Parle Agro have a big benefit to manufacture there
product which are based on mango. This companys newer get shortage of
raw material and it is an added advantage to the companies.
SCOPE OF STUDY
1. Detailed study of the non-carbonated soft drinks industry in India.
2. Analysis of Slice, Maaza and Frootis performance against each other.
3. Analyzing consumer perception based on various parameters such as
purchase frequency, effect of sales promotion schemes, brand
attributes and consumer loyalty, packaging, pricing and advertising.
OBJECTIVES OF THE STUDY
1. To study the taste and preferences of the consumer among
Slice, Maaza and Frooti.
2. To study the marketing mix of Slice, Maaza and Frooti.
3. To study the market share of Frooti in the non-Carbonated
Soft Drink (NCSD) category.
4. To study the consumption pattern of the Slice, Maaza and Frooti.
RESEARCH METHODOLOGY:
A)
DATA COLLECTION
1)
Primary Source
Consumers
2)
Secondary Source
Website
Magazines and Newspapers
B)
RESEARCH INSTRUMENTS
Questionnaire
C)
SAMPLING PLAN
1)
2)
3)
Sampling Procedure:
Convenience Sampling
Literature Review
ARTICLE NO. 1
March
31. Other
prizes
include
collectible
Slice
Article no. 2
The Coca-Cola Company has registered volume growth in India for the past
21 quarters, 15 of which have seen double-digit growth. Two of the
Company's core sparkling brands -- Thums Up and Sprite -- are the country's
top selling soft drink brands. Trademark Coca-Cola is one of our fastest
growing sparkling brands and Maaza is India's largest selling juice drink.
Coca-Cola was recently recognized as India's most trusted beverage brand in
Brand Equity's 2011 "Most Trusted Brands Survey," and Coca-Cola India
ranks among the top five most respected FMCG companies in India as
ranked in Business World's 2011 "Most Respected Companies Survey."
The Coca-Cola system has a long history of partnership with nongovernmental organizations in India for community development and
sustainability initiatives. As a system, Coca-Cola has now achieved a net
zero balance with regard to groundwater usage in India. It is well integrated
with local Indian communities and is a valued contributor to economic and
social growth.
The Company and its bottling partners are strong supporters of education in
India through programs like the 'Coca-Cola NDTV Support My School'
campaign, which is aimed at creating more than 100 model schools in India.
The Company also supports sports programs to encourage active, healthy
living such as the Coca-Cola Under-16 Cup cricket tournament, the CocaCola Mir Iqbal Hussain Trophy football tournament, Sprite Gully Cricket
and Sprite NBA Jam.
11
Worldwide, The Coca-Cola Company and its bottling partners are investing
nearly $30 billion over the next five years to support anticipated growth
across its system. These investments range from new manufacturing
facilities to new distribution systems to new marketing investments in
emerging economies. The Coca-Cola system currently employs more than
700,000 people worldwide, making it one of the world's top five private
employers.
12
Article no. 3
Coca-Cola India, Jain Irrigation Partner with Farmers to
Boost Mango Production (thecoca-colacompany.com)
September 27, 2011
production of the Totapuri Mango, a key ingredient in Maaza, India's topselling mango drink.
UHDP practices represent viable and sustainable solutions to meet the
growing demand for packaged mango-based beverages in the coming years.
The initial demo farms will showcase and train farmers on UHDP practices
under a capability-building program jointly managed by Coca-Cola
University and Jain Irrigation. Coca-Cola University's curriculum of training
programs in India includes "Parivartan," which has successfully trained
more than 70,000 traditional retailers through classroom teaching and a
customized, on-the-go training bus.
14
Article no. 4
The campaign for the mango drink is based on the thought that things that
people desire and love the most should be accessible to them, anytime and
anywhere.
The new campaign for Coca-Cola's mango-based drink Maaza focusses on
the idea that things that people desire and love the most should be accessible
to them, anytime and anywhere.
Conceptualised by Leo Burnett, the television commercial, titled 'Har
mausam aam', focusses on how fruit-sellers and vendors engaged in selling
mangoes seek alternate employment opportunities (ranging from astrology
to dentistry) during off season. With Maaza, consumers can now experience
the taste of mango in all seasons. This also provides an employment
opportunity to the vendors, who can sell Maaza throughout the year, along
with real mangoes during summer. This proposition is further stressed with
the tagline Maaza - 'Har mausam aam'.
According to Andriy Avramenko, vice-president, juice business, Coca-Cola
India, Indians often passionately debate the experience of having a mango,
15
and it is the experience that they crave more than the taste. "Over the years,
we have relished different varieties of mangoes. The latest campaign for
Maaza is designed to give all mango lovers the choice to enjoy the
superlative taste experience of the delicious fruit all through the year, with a
new variety -- Maaza, the 'Har mausam aam', he says.
"The thought is to strengthen brand Maaza's strong association with the
mango in a very entertaining and engaging manner," adds Avramenko.
K V Sridhar, national creative director, Leo Burnett, explains, "Whether it is
'Bina guthali walla aam' (seedless mango) and 'Aam ki pyaas bujhaye', to
'Jaldi kya hai', Maaza has always been positioned as an alternative for people
who love mangoes and are ready to do anything for it. The new tagline, 'Har
mausam aam', combines all earlier thoughts and re-positions Maaza as the
natural answer to the problem of being unable to consume mangoes once the
summer season gets over."
In addition to a television campaign, Coca-Cola plans to roll out a range of
initiatives including out of home (OOH), point of sale merchandise, and onground activations across key markets.
16
17
ARTICLE NO. 5
It's all fun and games with Frooti
By Biprorshee Das, afaqs!, Mumbai, April 06, 2011
Continuing with its theme of 'Why Grow Up', Frooti's latest 'Crazy Mango
Fun' campaign takes to further engagement with an outdoor game show.
The shades are drawn. The ice buckets are out. The aroma of luscious
mangoes fills our senses. And, Frooti launches its new campaign as the
country waits eagerly to savour the king of fruits. After Frooti 'Slurpbox' and
the much popular 'Mango Surprise' campaign last summer, Frooti carries
forward the theme of 'Why Grow Up' this year.
This time around, it is a game show. The campaign - Crazy Mango Fun created by Creativeland Asia with the team at Parle Agro, is a conceptualised
branded entertainment for viewers in the form of a mango-themed outdoor
game show.
For the game show, called Mango Slam Bam Bam Bam, a set with giant
mangoes was created with three mango-based games. Eight rigged cameras
on the set captured 150 contestants in the age group of 15-60 years trying
their hands at the games over a period of three days.
Multiple 30-second television commercials featuring the participants in the
games are being aired, currently. Ram Madhvani of Equinox Films has
directed the films.
18
19
"My job was not just about placing the cameras, but to capture the reality the mood - to get people to react spontaneously and be themselves,"
Madhvani adds.
Clearly aimed at higher engagement with the consumer, the integrated
campaign involves multiple 30-second TVCs featuring the participants, an
extensive social media campaign across various vehicles, direct marketing
and on-ground activation such as replicating the games at malls and other
strategic locations, sampling and radio.
A microsite, www.crazymangofun.com, is also live where games are being
developed, where one can superimpose other faces on the faces of the
contestants in the ad and forward it.
Frooti is also tying up with a youth channel to run the content as a branded
game show and a bigger blast is expected during the IPL.
Nadia Chauhan, joint managing director and chief marketing officer, Parle
Agro, says, "We have the advantage of using innovation in our
communications. The new TVC is radical in its approach, taking this
innovative reality TVC format to a whole new level that will help us
communicate the brand philosophy of 'Why Grow Up' and connect with
consumers across age groups."
The media duties for the brand are handled by OMD.
20
Crazy Enough
The campaign has evoked mixed responses from industry experts. While the
strategy that facilitates large scale engagement has been welcomed and
much appreciated, the films have met with slight criticism, as well.
Brijesh Jacob, managing partner, White Canvas, is of the view that the films
get a tad monotonous.
"As a format, the previous campaign was far more entertaining. The films in
this campaign, in the zone of fun games, get a bit repetitive after a few
watches. If you have seen one film, you feel you have seen them all. The
level to up the humour in some gets a little slapstick, too," says Jacob.
However, he is all for the strategy, which he thinks works well for the brand
to stay on top of the mind.
"It is fantastic. There is only so much you can talk about with a product like
this. It is a low involvement category, and it is very important for the brand
to stay on the top of the consumer's mind. So, it is phenomenal for the brand
to take that higher ground," Jacob says.
Jitender Dabas, vice-president and head, planning, McCann Erickson, looks
at the campaign at large, offering his comment on the same, as well as the
category. According to him, Frooti occupying the territory of fun, has both
its advantages, as well as risks.
"Mango as a fruit can be seen at two levels. It is associated with extreme
taste cravings, as well as the fun that is associated with the fruit. Frooti
21
seems to occupy the fun category. The creative device generates curiosity
instead of craving. The format breaks clutter, creates buzz and has the
potential to step off TV for a complete integrated campaign," says Dabas.
"In this case, however, the advertising will be talked about much more than
the product. Do I feel like reaching out for a mango drink after watching the
ad? No! Will I be talking about the campaign? Yes! Right now, Frooti might
not have to bother with the campaign having such clutter breaking potential,
but Maaza and Slice are focussing on taste and craving. Hence, there is a
risk of the brand losing the taste association," adds Dabas.
22
The main reason for this growth in the NCSD Category is the change of the
consumer preference from the carbonated to the non-carbonated soft drink
sector mainly due to increasing Health Awareness among consumers and the
Pesticide issue relating to Coke and Pepsi.
In the Fruit Drink segment, Frooti is the clear market leader with around
85% market share but in the NCSD category as a whole, its 12 share has
been declining because of the growth in Fruit Juice segment.
So, with the growth of the NCSD category, Frooti has to compete with all
the segments in this category to take a larger share of this growth.
24
BEVERAGE
What is beverage?
A drink, or beverage, is a liquid specifically prepared for human
consumption. In addition to basic needs, beverages form part of
the culture of human society. Or any liquid suitable for drinking; Or a liquid
to consume, usually excluding water; a drink. This may include tea, coffee,
liquor, beer, milk, or soft drinks.
Types of beverage
The various types of beverage are:
Alcoholic beverages
Non-Alcohol beverages
Soft drinks
Fruit juice
Hot beverages
Other
1. Alcoholic beverages
An alcoholic beverage is a drink containing ethanol, commonly known as
alcohol, although in chemistry the definition of an alcohol includes many
25
other compounds. Alcoholic beverages, such as wine, beer, and liquor have
been part of human culture and development for 8,000 years.
2. Non-alcohol beverages
Non-alcoholic beverages are drinks that would normally contain alcohol,
such as beer and wine but are made with less than .5 percent alcohol by
volume. The category includes drinks that have undergone an alcohol
removal process such as non-alcoholic beers and de-alcohol zed wines.
Non-alcoholic variants:
Low alcohol beer
Non-alcoholic wine
Sparkling cider
3. Soft drinks
The name "soft drink" specifies a lack of alcohol by way of contrast to the
term "hard drink" and the term "drink", the latter of which is nominally
neutral but often carries connotations of alcoholic content. Beverages
like colas, sparkling water, iced tea, lemonade, squash, and fruit are among
the
most
common
types
of
soft
drinks,
while hot
chocolate,
hot tea, coffee, milk, tap water, alcohol, and milkshakes do not fall into this
classification. Many carbonated soft drinks are optionally available in
versions sweetened with sugars or with non-caloric sweeteners.
26
4. Fruit juice
Juice is a liquid naturally contained in fruit or vegetable tissue. Juice is
prepared by mechanically squeezing or macerating fresh fruits or vegetables
without the application of heat or solvents. For example, orange juice is the
liquid extract of the fruit of the orange tree. Juice may be prepared in the
home from fresh fruits and vegetables using variety of hand or
electric juicers. Many commercial juices are filtered to remove fiber or pulp,
but high pulp fresh orange juice is a popular beverage. Juice may be
marketed in concentrate form, sometimes frozen, requiring the user to
add water to reconstitute the liquid back to its "original state"
5. Hot beverages
Hot beverages, including infusions. Some times drunk chilled.
Coffee-based beverages
Cappuccino
Coffee
Espresso
Caf au lait
Frappe
Flavored coffees (mocha etc.)
Latte
27
Hot chocolate
Hot cider
Mulled cider
Tea-based beverages
Flavored teas (Chai etc.)
Green tea
Pearl milk tea
Tea
Herbal teas
Yerba Mate
Roasted grain beverages
Sanka
6. Other
Some substances may either be called food or drink, and accordingly be
eaten with a spoon or drunk, depending on solid ingredients in it and on how
thick it is, and on preference:
Soup
Yogurt
28
29
BEVERAGE
S
Alcoholic
Non-Alcoholic
Carbonated
Cola
Non-Cola
NonCarbonated
Non-Cola
The beverage industry is vast and there various ways of segmenting it, so as
to cater the right product to the right person. The different ways of
segmenting it are as follows:
Alcoholic, non-alcoholic and sports beverages
Natural and Synthetic beverages
In-home consumption and out of home on premises consumption.
Age wise segmentation i.e. beverages for kids, for adults and for
senior citizens
30
as a big opportunity, for brand and sales growth in turn to add up to the
overall growth of the food and beverage industry in the economy.
32
Water
Soft drink production starts with a pure source of water. Regular soft drinks
contain 90% water, while diet soft drinks contain up to 99% water. Drinking
water often contains trace amounts of various elements that affect its taste.
You have probably noticed that tap water tastes different in various regions
of the country. Bottlers use sophisticated filtering and other treatment
equipment to remove any residual impurities and to standardize the water
used to make soft drinks.
Carbon Dioxide
A colorless and odorless gas, carbon dioxide is the essential characterizing in
all carbonated beverages. It is given off when we breathe and is used by
plants to produce oxygen.
When dissolved in water, carbon dioxide imparts a unique taste. For that
reason natural sources of carbonated, or effervescent, mineral waters were
33
once highly prized. These rare mineral waters were also believed to have
beneficial medicinal properties. Efforts to make and sell artificial
effervescent mineral water were well underway in Europe and the U.S. by
1800.
It was the innovative step of adding flavors to these popular soda waters
that gave birth to the soft drink beverages we enjoy today. In the early days
of soft drink manufacturing, carbon dioxide was made from sodium salts.
This is why carbonated beverages were called sodas or soda water.
Today, bottlers buy pure carbon dioxide as a compressed gas in highpressure cylinders. Carbon dioxide gas is absorbed into the flavored soft
drink in a carbonator machine just before the container is sealed. While
under pressure and chill the soft drink may a sorbe up to four times the
beverage volume of carbon dioxide.
When you open a soft drink bottle or can, he pop you hear and the fizz
you see is the rapid escape of carbon dioxide gas caused by the sudden
release of pressure on the beverage.
Flavors
One of the most important ingredients in soft drinks is flavoring. Most soft
drink bottlers mix many individual flavors to create distinctive tastes.
Natural flavors in soft drinks come from spices, natural extracts and oils.
Fruit-flavored soft drinks such as orange and lemon-lime often contain
34
natural fruit extracts. Other flavors such as root beer and ginger ale contain
flavorings made from herbs and spices.
There are also some artificial or man-made flavorings used in soft drinks.
Nature does not produce enough of some flavors to satisfy world demand.
Also, some natural flavors are limited geographically and seasonally.
Colors
Many people dont realize how important color is to taste perception. Color
affects our psychological impression of food. If you don believe it, try
eating a familiar food in the dark. The colors used in foods and beverages
come from both natural and synthetic sources.
Caffeine
Caffeine is a substance that occurs naturally in more than 60 plants including
coffee beans, tealeaves, kola nuts and cacao beans. In some cases, small
amounts of caffeine are added to soft drinks as part of the flavor profile. The
amount of caffeine in a soft drink is only a fraction of that found in an equal
amount of coffee or tea.
Caffeine has a classic bitter taste that enhances other flavors. It has been part
of almost every cola-and pepper-type beverage since they were first
formulated more than 100 years ago and has been enjoyed in coffee, tea and
chocolate beverages for centuries.
35
Even though some people feel the effects of caffeine are harmful, scientific
research has refuted these claims. The long history of caffeines use confirms
that it is safe when consumed in moderation. For people who wish to restrict
their caffeine, many caffeine-free soft drinks are available.
Acidulates
Similar to fruit juices and many other food products, most soft drinks are
slightly acidic. Acidulates add a pleasant tartness to soft drinks and act as
preservative. Some soft drinks contain a small amount of one or two
common foods acidulates phosphoric acid and citric acid occasionally,
other acidulates such as malic acid or tartaric acid are also used.
Preservatives
Soft drinks do not normally spoil because of their acidity and carbonation.
However, storage conditions and storage time can sometimes impact taste
and flavor. For this reason, some soft drinks contain small amounts of
preservatives that are commonly used in many foods.
Potassium
Potassium is another essential nutrient found many natural and man-made
food ingredients. Like sodium, potassium exists naturally in drinking water
36
and, therefore, soft drinks. Small amounts of potassium are also found in
some of the flavoring agents and other ingredients used in soft drinks.
Sodium
Because the names soda pop, soda water was associated with early soft
drinks, many people falsely believe that carbonated beverages contain
significant amounts of sodium. This is not true.
Sodium, in the form of various salts, is present in many natural and manmade compounds. It is an essential mineral nutrient responsible for
regulating and transferring body fluids, as well as other important body
functions. Although an adequate daily intake of sodium is necessary for
good healthy, excessive consumption has been tied to high blood pressure in
some people.
Soft drinks are not significant sources of sodium in the diet. In fact, the local
drinking water supply used in making soft drinks contributes most or all of
the sodium. Small amounts of sodium in some soft drinks can also come
from other ingredients.
Soft drinks are classified by FDA as low or very low sodium foods.
Even people who are advised to restrict their intake of sodium by their
doctor can usually drink and enjoy soft drinks with their doctors approval.
Sodium-free soft drinks are available.
37
Sweeteners
Non-Diet Soft Drinks
Most regular (non-diet) soft drinks are sweetened with sucrose or high
fructose corn syrup, (HFCS0). A mixture of these sweeteners may also be
form sugarcane or sugar beets. HFCS is a newer and more convenient liquid
sweetener, similar to sucrose but made from corn. It is now use in many
prepared foods.
With either, the amount of sweetener in a soft drink ranges from 7 to 14%,
about the same amount as a glass of pineapple or orange juice. Both sucrose
and HFCS are easily digested carbohydrates, and carbohydrates are an
important part of the diet. They provide calories, which are the source of
energy for the body.
Sometimes thought to be more fattening than other foods sugar actually
contains the same number of calories by weight as protein (4 calories/gram),
and less than half the calories of fat (9 calories/gram). Sugars also contain
far fewer calories than alcohol (7 calories/gram).
38
approved for use in soft drinks today and sweeteners remains an active area
of food research. By choosing from a variety of different sweeteners,
manufacturers can blend sweeteners to match beverage formulations and
better appeal to all consumer tastes and preferences.
Aspartame
After many years of scientific testing, aspartame was first approved for use
in some foods in 1981, and for soft drinks in 1983. it has been reviewed and
approved, not only by the U.S. Food and Drug Administration (FDA), but
also by the governments of more than 60 countries and the World Health
Organization.
Aspartame is a nutritive sweetener, meaning it is easily digested and
provides calories. However, its sweetening power is so great that the tiny
amount needed to sweeten a soft drink adds less than one caloric per 12ounce can.
Soft drink companies use slightly different amounts of aspartame in various
flavor recipes. Most diet soft drinks are sweetened with aspartame alone, but
some may contain a blend of aspartame and saccharin. If aspartame is the
only sweetener used, about 15 milligrams per ounce of beverage is added.
As other diet sweeteners become available, more sweetener blends are likely
to be used.
Saccharin
39
Acesulfame k
Acesulfame K, under the brand name of Sunnett, is an example of a new
diet sweetener approved for soft drinks by the FDA in 1998. Acesulfame K
is a calorie free, heat stable sweetener that is 200 times sweeter than sugar.
Sucralose
Sucralose was approved by the FDA in 1998 for use in a wide variety of
food products including soft drinks. Sucralose is a low calorie, high-intensity
sweetener that is about 600 times sweeter than sugar. It is sold under the
brand name of Splenda Sucralose and sucrose (sugar) have been shown to
have similar taste and flavor profiles.
A number of other fascinating low-calorie sweeteners are currently
undergoing safety evaluations for future use. These include all-time, a
40
41
43
The three largest consumed categories of packaged foods are packed tea,
biscuits and soft drinks. The Indian beverage industry faces over supply in
segments like coffee and tea. However, more than half of this is available in
unpacked or loose form. Indian hot beverage market is a tea dominant
market.
Consumers in different parts of the country have heterogeneous tastes. Dust
tea is popular in southern India, while loose tea in preferred in western India.
The urban-rural split of the tea market was 51:49 in 2000. Coffee is
consumed largely in the southern states.
The size of the total packaged coffee market is 19,600 tones or $87 million.
The total soft drink (carbonated beverages and juices) market is estimated at
284 million crates a year or $1 billion.
The market is highly seasonal in nature with consumption varying from 25
million crates per month during peak season to 15 million during off-season.
The market is predominantly urban with 25 per cent contribution from rural
areas.
Coca cola and Pepsi dominate the Indian soft drinks market. Mineral water
market in India is a 65 million crates ($50 million) industry. On an average,
the monthly consumption is estimated at 4.9 million crates, which increases
to 5.2 million during peak season. Below is the table which shows Indian
Beverage Markets share of volume by Category 2002-07 and another table
showing sales volume of non-alcoholic drinks in India 2009.
44
45
Highlights
The soft drinks market consists of retail sale of bottled water, carbonates,
concentrates, functional drinks, juices, RTD tea and coffee, and smoothies.
However, the total market volume for soft drinks market excludes the
concentrates category. The market is valued according to retail selling price
(RSP) and includes any applicable taxes. Any currency conversions used in
46
the creation of this report have been calculated using constant 2010 annual
average exchange rates.
The Indian soft drinks market generated total revenues of $3.8 billion in
2010, representing a compound annual growth rate (CAGR) of 11% for the
period spanning 2006-2010.
Carbonates sales proved the most lucrative for the Indian soft drinks market
in 2010, generating total revenues of $1.9 billion, equivalent to 50.5% of the
market's overall value.
The performance of the market is forecast to decelerate, with an anticipated
CAGR of 9.1% for the five-year period 2010-2015, which is expected to
lead the market to a value of $5.9 billion by the end of 2015.
NCAER study says that 91% soft drink sales are made to the lower, middle
and upper middle classes. The soft drink industry has been urging the
government to categorise aerated waters (soft drinks) equitably with other
consumer products of mass consumption and remove special excise duty.
The industry estimates that the beverage market should grow at twice the
rate of GDP growth. The Indian market should have, therefore, grown by
atleast 12%. However, it has been growing at a rate of about 6%. In contrast,
the Chinese market grew by 16% a year, while the Russian market expanded
at almost four times the rate of growth of the Indian market.
It may be recalled that Coca-Cola, the world's number one player, was
present in India for a long time in collaboration with an Indian producer but
was thrown out in the late 1970s. It reappeared in India following the
economic liberalization era - but after its rival, world's number two, had
already entered in a big way following a long and tough fight against
the opposition from the domestic producers. When Coca-Cola re-entered, it
installed a new milestone. It acquired the well flourishing India's top player,
Parle. Since then it is basically a fight between the two American giants.
Others are playing a peripheral role, as adjuncts to the two MNCs.
World's third biggest player, Cadbury Schweppes, had also made an
entry but was gobbled up by Coca-Cola. When Coca-Cola acquired Parle
brands, it was, in fact, buying the bottling facilities, the marketing network,
and the established consumer preference during the market build-up. The
brands were a drag on the global brand. Since Coca-Cola was not interested
in brands (like Thumps Up), it did not promote them.
49
The result, at least, in the short run was a loss of the market to the
competitor. Coca-Cola decided to market more effectively the Parle brands.
It had in its armoury Coke, Thumps Up, Limca and Fanta. The latest to enter
market was Parles erstwhile Rimzim, alongside Portello, a black currant
flavoured drink, very popular in Srilanka.
Coca-Cola operates through 35 plants and 16 franchisees throughout the
country, while PepsiCo has 20 plants, but it has 7 more franchisees at 23 to
16 of its rival. Coca-Cola claims a market share of 51%, while Pepsi has a
share of 46%. The claims, however, remain disputed. The other smaller
players like Pure Drinks Ltd claim the rest of the market.
The shares of the two lead players are consolidated figures, which include
the respective bottlers. Coca-Cola had approached the government for a five
year extension for divesting 49% equity in its bottling subsidiary, Hindustan
Coca-Cola Holdings. It had set up the marketing subsidiary as part of its
strategy to integrate all its bottling operations, both company-owned and
franchisee bottlers, apparently keeping in line with its global policy. All
together, it had bought initially over 38 franchisee bottlers.
Kandhari Beverages, coke bottlers for north have been eyeing to lift a stake
in Coca-Cola India. Coca-Cola had filed an application to offload 49% stake
of its bottling operations in favour of their Indian operators. Besides
Kandhari, three other bottlers, one each from Uttar Pradesh, Gujarat and
Jammu, were lined up to invest in Hindustan Coca-Cola Holding. Kandhari
has already invested Rs 300 mn in 1999 and 2000 to upgrade its capacity.
50
The total investment by all the four was expected to be Rs 1000 mn. Both
Coca-Cola and PepsiCo planned for the launch of lemon-flavored versions
of their products. Both have been expanding their non-carbonated drink
line-ups, as consumers seem to be shifting away from carbonated soft
drinks. PepsiCo is deliberating whether to come out with Pepsi Twist, a cola
mixed with lemon. But while both companies have juice sports drinks,
bottled water and other such drinks in their line-ups, neither coke nor Pepsi
has launched a new national variety of a cola-flavoured carbonated soft
drink in years.
PepsiCo had achieved Rs 3 bn worth of exports, which include processed
foods, basmati rice, guar gum and soft drinks concentrate. PepsiCo
completed the second phase of its expansion and with this expansion,
PepsiCo was to explore the possibility of expanding the export of
concentrates to more countries in addition to the exports to Russia and other
South Asian countries.
Pepsi India has entered into a marketing tie up with Hindustan Lever to
promote sales of soft drinks through Pepsi-HLL network of vending
machines and fountains. The major soft drink brand in the Pepsi stable are
Pepsi, 7UP, Mirinda, Tropicana and Acquafina.
As a major strategic departure, both MNCs were expanding their brand
range. Consequent to some diversifying moves, at present, the sales ratio of
Coca-Cola between soft drinks and other beverages is 95.5. The company
intended to change this to 80:20 in the next three years. Its juice
brand, Maaza - acquired from Parle a few years ago - is being given a major
51
thrust.
COMPANY PROFILE
COCA-COLA
Coca-Cola was created in 1886 by John S Pemberton, a pharmacist in
Atlanta, Georgia, who sold the syrup mixed with fountain water as a potion
for mental and physical disorders. The formula changed hands three more
times before Asa D. Candler added carbonation and by 2003, Coca-Cola was
the worlds largest manufacturer, marketer, and distributor of nonalcoholic
beverage concentrates and syrups, with more than 500 widely recognized
beverage brands in its portfolio.
With the bubbles making the difference, Coca-Cola was registered as a
trademark in 1887 and by 1895, was being sold in every state and territory in
the United States. In 1899, it franchised its bottling operations in the U.S.,
growing quickly to reach 370 franchisees by 1910. Headquartered in Atlanta
with divisions and local operations in over 200 countries worldwide, CocaCola generated more than 70% of its income outside the United States by
2003.
INTERNATIONAL EXPANSION
Cokes first international bottling plants opened in 1906 in Canada, Cuba,
and Panama. By the end of the 1920s Coca-Cola was bottled in twentyseven countries throughout the world and available in fifty-one more. In
spite of this reach, volume was low, quality inconsistent, and effective
53
54
55
the processes for their production; the packages used for products; the design
and operation of various processes and equipment used in business; and
certain quality assurance software. Some of the technology is licensed to
suppliers and other parties. Companys sparkling beverage and other
beverage formulae are among the important trade secrets of Company.
Company own numerous trademarks that are very important to business.
Depending upon the jurisdiction, trademarks are valid as long as they are in
use and/or their registrations are properly maintained. Pursuant to companys
bottlers agreements, company authorize bottlers to use applicable Company
trademarks in connection with their manufacture, sale and distribution of
Company products. In addition, we grant licenses to third parties from time
to time to use certain of companys trademarks in conjunction with certain
merchandise and food products.
EMPLOYEES
Company refer to its employees as associates. As of December 31, 2009
and 2008, Company had approximately 92,800 and 92,400 associates,
respectively, of which approximately 17,900 and 16,500, respectively, were
employed by consolidated variable interest entities (VIEs). The increase
in the total number of associates in 2009 was primarily due to an increase in
the Latin America operating group driven by its finished product business, as
well as an increase in the Bottling Investments operating group.
These increases were partially offset by the impact of the Companys
ongoing productivity initiatives. As of December 31, 2009 and 2008,
56
57
PEPSICO
PepsiCo is a world leader in convenient foods and beverages, with revenues
of about $27 billion and over 147,000 employees. The company consists of
the snack business of Frito-Lay North America and the beverage and food
businesses of PepsiCo Beverages and Foods, which includes PepsiCo
Beverages
North
America
(Pepsi-Cola
North
America
and
58
Mirinda and Pepsi-Cola North America includes the United States and
Canada. Key international markets include Argentina, Brazil, China, India,
Mexico, Philippines, Saudi Arabia, Spain, Thailand and the United
Kingdom. Pepsi-Co Beverages International also produces, sells and
distributes Gatorade sports drinks as well as Tropicana and other juices
internationally.
Pepsi-Cola provides advertising, marketing, sales and promotional support
to Pepsi-Cola bottlers and food service customers. This New advertising and
exciting promotions keep Pepsi-Cola brands young. The company
manufactures and sells soft drink concentrate to Pepsi-Cola bottlers. The
company also provides fountain beverage products.
SHAREHOLDERS
PepsiCo (symbol: PEP) shares are traded principally on the New York Stock
Exchange in the United States. The company is also listed on the
Amsterdam, Chicago, Swiss and Tokyo stock exchanges. PepsiCo has
consistently paid cash dividends since the corporation was founded.
CORPORATE CITIZENSHIP
PepsiCo believes that as a corporate citizen, it has a responsibility to
contribute to the quality of life in our communities. This philosophy is put
into action through support of social agencies, projects and programmes.
The scope of this support is extensive ranging form sponsorship of local
programs and support of employee volunteer activities, to contributions of
60
61
PARLE AGRO
Parle Agro is an Indian private limited company. It owns the brands like
Frooti, Appy, LMN, Hippo and Bailley. Parle Products was founded in 1929
in British India. It was owned by the Chauhan family of Vile Parle, Mumbai.
The Parle brand became well known in India following the success of
products such as the Parle-G biscuits and the Thums Up soft drink.
The original Parle company was split into three separate companies, owned
by the different factions of the original Chauhan family:
Parle Products, led by Vijay, Sharad and Anup Chauhan (owner of the
brands Parle-G, Melody, Mango Bite, Poppins, Monaco and
KrackJack)
Parle Agro, led by Prakash Chauhan and his daughters Schauna,
Alisha and Nadia (owner of the brands such as Frooti and Appy)
Parle Bisleri, led by Ramesh Chauhan
All three companies continue to use the family trademark name "Parle".
Parle Agro commenced operations in 1984. It started with beverages, and
later diversified into bottled water (1993), plastic packaging (1996) and
confectionary (2007). Frooti, the first product rolled out of Parle Agro in
1985, became the largest selling mango drink in India.
The original Parle group was amicably segregated into three non-competing
businesses. But a dispute over the use of "Parle" brand arose, when Parle
Agro diversified into the confectionary business, thus becoming a
competitor to Parle Products. In February 2008, Parle Products sued Parle
62
Agro for using the brand Parle for competing confectionary products. Later,
Parle Agro launched its confectionery products under a new design which
did not include the Parle brand name.
In 2009, the Bombay High Court ruled that Parle Agro can sell its
confectionery brands under the brand name "Parle" or "Parle Confi" on
condition that it clearly specifies that its products belong to a separate
company, which has no relationship with Parle Products.
BRANDS
Parle Agro Pvt. Ltd operates under three major business verticals:
Beverages fruit drinks, nectars, juice, sparkling drinks
Water packaged drinking water
Foods confectionery, snacks
Parle Agro also diversified into production of PET preforms (semi-finished
bottles) in 1996. Its customers include companies in the beverages, edible
oil, confectionery and pharmaceutical segments.
BEVERAGES
Frooti
Launched in 1985, Frooti was India's only beverage sold in a Tetra Pak
packaging at the time. It went on to became the largest selling Mango drink
in the country.
63
Appy
Appy Classic was launched in 1986 as apple nectar and originally available
in a white tetra pack with an apple and leaf graphic. As of 2011, it comes in
black tetra packaging. It was the first apple nectar to be launched in India.
Appy Fizz
Launched in 2005, Appy Fizz is Indias first sparkling apple drink available
in a champagne shaped PET bottle.
Saint Juice
Launched in 2008, Saint Juice is available in three variants Orange, Mixed
fruit, Grape and Apple. At the time of its launch, its USP was "100% juice
with no added color, sugar or preservatives".
LMN
LMN was launched in March 2009, as non-carbonated lemon drink (nimbu
paani or lemonade).
Grappo Fizz
Launched in 2008, Grappo Fizz is a sparkling grape juice drink. Credited
with creating the sparkling fruit drinks category in India, Grappo Fizz is
along the lines of existing product Appy Fizz.
64
WATER
Bailley, packaged drinking water
FOOD
Confectionary
Mintrox mints (launched in 2008), hard mint candy available in 2
flavors.
Buttercup candies (launched in 2008), hard boiled candy; it is targeted
at kids and adults alike.
Buttercup Softease, a toffee available in 4 flavors.
Softease Mithai, a toffee available in 3 flavors.
Snacks
Hippo (launched in 2009), baked snack available in seven flavors.
65
Frooti is basically a nectar based drink so it is not 100% fruit juice, it also
has some preservatives added to increase the shelf life. Although Frooti
did not face much competition in the category it created, competition
came from a slightly different category, 100% fruit juices. Parle saw the
emergence of the 100% fruit drink market and launched Njoy brand
but it did not clicked. Parle could have extended Frooti to this market
also.
The brand Real from Dabur is the main player in this category. Real
effectively positioned itself as a premium healthy drink for adults.
Frooti was not able to appeal to adults and was considered as a mango
drink while Real is not restricted to any flavour. Frooti also changed its
positioning statement from Fresh-N-juicy to Juice Up your life
which has not clicked with the customers.
Although Frooti enjoys a commanding (75%) market share, Frooti is facing
stagnation. May be some serious steps should be taken to increase the
usage of the product. The launch of PET bottle Frooti is a step in this
direction. Recently Frooti also launched a Green mango variant just
to create some hype in the market. Frooti may have to reposition itself
again to appeal to cola drinkers.
68
MAAZA
Maaza is a Coca-Cola fruit drink brand marketed in India and Bangladesh,
the most popular drink being the mango variety so much that over the years,
the Maaza brand has become synonymous with Mango. Initially Coca-Cola
had also launched Maaza in orange and pineapple variants, but these variants
were subsequently dropped. Coca-Cola has recently re-launched these
variants again in the Indian market.
Mango drinks currently account for 90% of the fruit juice market in India.
Maaza currently dominates the fruit drink category and competes with
Pepsi's Slice brand of mango drink and Frooti, manufactured by Parle Agro.
While Frooti was sold in small cartons, Maaza and Slice were initially sold
in returnable bottles. However, all brands are also now available in small
69
cartons and large PET bottles. Of late, the Indian market is witnessing the
entry of a large number of small manufacturers producing only mango fruit
drink.
Maaza has a distinct pulpy taste as compared to Frooti and tastes slightly
sweeter than Slice. Maaza claims to contain mango pulp of the Alphonso
which is known as King of Mangoes in India and Totapuri variety.
HISTORY OF MAAZA
Maaza was launched in 1976 in India. The Union Beverages Factory, based
in the United Arab Emirates, began selling Maaza as a franchisee in the
Middle East and Africa in 1976. By 1995, it had acquired rights to the
Maaza brand in these countries through Maaza International Co LLC Dubai.
In India, Maaza was acquired by Coca-Cola India in 1993 from Parle-Bisleri
along with other brands such as Limca, Citra, Thums Up and Gold Spot. As
for North America, Maaza was acquired by House of Spices in 2005.
70
SLICE
Slice is a line of fruit-flavored soft drinks manufactured by PepsiCo and
introduced in 1984, with the lemon-lime flavor replacing Teem.
Varieties of Slice have included apple, fruit punch, grape, passion fruit,
peach glaze, Mandarin orange, pineapple, strawberry, Cherry Cola, "Red",
Cherry-Lime, and Dr Slice. Until 1994, the drink contained 10% fruit juice.
The original design of the can was a solid color related to the flavor of the
drink. These were replaced in 1994 with black cans that featured colorful
bursts (once again, related to the flavor of the drink), along with slicker
graphics. In 1997, the cans became blue with color-coordinated swirls. The
71
original orange flavor was reformulated around this time with the new
slogan, "It's orange, only twisted." Orange Slice has since been changed
back to its original flavor.
In the summer of 2000, lemon-lime Slice was replaced in most markets by
Sierra Mist, which became a national brand in 2003. The rest of the Slice
line was replaced in most markets by Tropicana Twister Soda in the summer
of 2005, although the Dr. Slice variety can still be found in some fountains.
In early 2006, Pepsi resurrected the Slice name for a new line of diet soda
called Slice ONE. Marketed exclusively at Wal-Mart stores, Slice ONE was
available in orange, grape and berry flavors, all sweetened with Splenda.
As of 2009, Slice (orange, diet orange, grape, strawberry and peach flavors)
was available solely from Wal-Mart Stores. In India, Slice is a mango
flavored soft drink under the PepsiCo brand and can be bought in any
general grocery store and other eateries, catering shops, promoted by a
Bollywood actress, Katrina Kaif.
Brand History
Slice was launched in India in 1993 as a refreshing mango drink and quickly
went on to become a leading player in the category.
In 2008, Slice was re-launched with a 'winning' product formulation which
made the consumers fall in love with its taste. With refreshed pack graphics
and clutter breaking advertising, Slice has driven strong appeal within the
category.
72
Brand Advantage
With the launch of Aamsutra campaign in 2008 along with a winning taste
& most appealing pack graphics, Slice created disruptive excitement in the
category and celebrated mango indulgence like no other.
While other players have portrayed mango as a simple and innocent fruit,
Slice celebrates the indulgence and sensuality of consuming a Mango. The
creative idea Aamsutra communicates the art of experiencing pure mango
pleasure through the taste of Slice.
As a first ever by any brand in the Juice and Juice Drinks Category,
Bollywoods reigning Diva, Katrina Kaif was signed on as the Brand
Ambassador on Slice.
Slice took INDULGENCE to a new level in 2009 with the launch of the
Slice Pure Pleasure Holidays, giving its consumers a chance to win
luxuriant all-expense-paid holidays to their dream European destinations like
Paris, Vienna, Greece and Venice.
73
SWOT ANALYSIS
SWOT
analysis is
a strategic
planning method
used
and Threats
to
evaluate
involved
in
74
A SWOT analysis must first start with defining a desired end state or
objective. A SWOT analysis may be incorporated into the strategic planning
model. Strategic Planning has been the subject of much research.
which
could
do
damage
to
the
objective(s).
Weakness
Opportunity
Threat
Weakness
distribution
network-
readily available.
5. Maaza is a health drink - Contains
Vitamin A, B, C.
4.
Opportunity
its competitors.
Maaza has no brand ambassador.
Threat
76
1.
in NCSD category.
2. Growing market share of NCSD
category.
3. Ready to serve fruit drinks.
4. Available throughout the year.
5. Huge untapped market in other
flavors - Orange, Pineapples, Grape.
6. Demographically, in the coming
years around 55% of the population
1. So many competitors.
2. Competitors are having many pack
sizes.
3. Presence of huge unorganized
market.
4. High consumer preference for
flavors other than mango and green
mango.
5. Competition with Soft drinks giants
Parle Agro and Pepsi.
Opportunity
1. Growing market share in NCSD
2.
group.
Increasing health awareness among
consumers, 88% of those preferred
fruit drink to carbonated drink.
Weakness
1. Taste is not good like its
competitors.
2. Not perceived as health drinks.
Threat
1. Main competitor is Maaza &
Frooti, they have good market
share.
2. Tight competition with carbonated
soft drinks.
3. High consumer preference for
flavors other than mango and green
mango.
77
Opportunity
1.
Weakness
1. Frooti is not perceived as a health
drink. As per survey majority of
respondent didnt consider Frooti
has a health drink.
2. Frooti has limited variety of flavor only mango.
3. Margin given to retailers and
distributors is less as compared to
its competitors.
4. The main target audience of Frooti
is kids.
5. No brand expansion - Brand equity
of Frooti is not utilized properly.
Threat
1. Decreasing share in NCSD category
- Fruit juice segment consisting of
Real and Tropicana is increasing at
the rate of 2025% per annum as compared to
sluggish growth in other segment.
2. Presence of huge unorganized
78
4.
market.
3. High consumer preference for
flavors other than mango and green
mango.
4. Competition with global giants Coke and Pepsi.
Prices of Maaza
Pet Size
200 ml
TTP
12
Price (Rs)
250 ml
Mobile
17
1200 ml
Mobile
50
Prices of Slice
Pet Size
200 ml TTP
200 ml RGB
500 ml Mobile
1200ml Mobile
Price (Rs)
10
10
25
55
Prices of Frooti
Pet Size
110 ml
TTP
200 ml
TTP
250 ml
500 ml
+ (100 ml
Free)
1000 ml
+ (200 ml
Free)
2000 ml
Price (Rs)
10
13
27
45
70
79
Different companies have different pack size to meet the demand of different
levels of customers. Such as, Maaza having 200 ml TTP, 250 ml RGB
(returnable glass bottle), 250 ml Mobile pack, 600 ml Mobile pack & 1200
ml Mobile pack. Slice is having 200 ml TTP, 200 ml RGB, 500 ml Mobile,
and 1200 ml Mobile pack.
Companies are generally having so many pack sizes only for meeting
different types of demand of different kind of customers. Now a days The
companies are looking at larger pack formats and will focus on a well
planned SKU (stock-keeping unit) strategy to addresses on-the-go as well
as in-home consumption for drinks. As an example of Frooti a one-liter
carton and two-liter PET pack to cater mainly to in-home consumers and
families who prefer staggered consumption. A 600 ml PET bottle priced Rs
28 is another new launch of Maaza, targeted at on-the-go consumers. Prices
of Frooti in various SKUs range from Rs 5 for a 100 ml pack to Rs 70 for
the two-liter pack.
On the other hand, companies are also adapting different pricing strategy to
attract the customers. While Maaza 1200 ml offers to the customers at a
price of 50, same time its competitor Frooti adopt different policy to
compete with its rival Maaza by offering 1000ml Frooti at a price of only 45,
in which 200 ml is absolutely free. So, customers are getting 1200 ml mango
drinks at an Rs 45 only. Frooti is also adapted another policy to attract little
amount consuming customers by making 110 ml TTP at only Rs 5.
80
According to this kind of strategy, Maaza is far behind from its competitors.
Because they dont have 100 ml TTP which is specially made for children,
the lower volume customers. On the other hand, when customers are getting
1200ml Frooti in just Rs 45, so why they would pay more for Maaza.
In general retailers are selling each of these products above the MRP. MRP
of 600 ml Maaza is Rs. 28, so retailers can easily sell it in Rs. 30. But in case
of 1200 ml Maaza, the MRP is Rs. 50. If the retailers want to sell it above 50
then customers need to pay some more coins which are very difficult for
customers. Same thing happen with TTP, whose MRP is 12, so retailers are
asking for 15 or 20 for this TTP. So, retailers are much interested to sell
Tropicana TTP whose price Rs 10. 600 ml Maaza is best selling product as
well as best selling pet size only because is price.
Generally consumers are attracted by the pricing of the product and thus this
influences customers to buy Frooti more than its competitors. One of the
best moves by Frooti is that they are providing extra quantity at no price
which also attracts consumer to buy that. However consumers have yet not
been brand loyal in this Mango drink segment.
81
MARKETING MIX
Marketing Mix is the set of marketing tools that the firm uses to pursue its
marketing objectives. It has a classification for these marketing tools. These
marketing are classified and called as the Four Ps i.e. Product, Price, Place
and Promotion.
The most basic marketing tool is product which includes product design,
quality, features, branding, and packaging. A critical marketing tool is price
i.e. the amount of money that customers pay for the product. It also includes
discounts, allowances, credit terms and payment period.
Place is another key marketing mix tool. And it includes various activities
the company undertakes to make the product accessible and available to the
customer. Some factors that decide the place are transport facilities, channels
of distribution, coverage area, etc.
82
Promotion is the fourth marketing mix tool which includes all the activities
that the company undertakes to communicate and promote its product to
target market. Promotion includes sales promotion, advertising, sales force,
public relations, direct marketing, etc.
These four Ps are the parameters that the marketing manager can control,
subject to the internal and external constraints of the marketing environment.
The goal is to make decisions that center the four Ps on the customers in the
target market in order to create perceived value and generate a positive
response.
4Ps of Frooti
PRODUCT:
A product is anything that can be offered to a market to satisfy a want or
need. Indias first real fruit drink in a Tetra Pak is available in - Frooti
Mango, Green Mango. Frooti Mango is from premium Indian Mangoes.
Frooti has also been introduced in PET bottle packing. Mango Frooti
contains vitamin A which is essential for eye sight, growth and healthy skin.
Frooti is a delicious and refreshing ready to serve fruit beverage. Frooti
comes in Fruit drink segment of NCSD category (NON-CARBONATED
SOFT DRINK).
Frooti is available in following quantities:-
83
PRICE:
In order to maintain its position as a market leader, Frooti is
offering its product in different quantities and prices depending
upon the consumer requirements, preferences and income-levels.
Frootis new 65 ml packaging is priced at Rs 4.50 only; targeting
the lower income-group and it has also been introduced in PET
bottle packaging as it is more cost-effective as compared to
Tetra-pack packaging to become more competitive in the market.
PLACE:
Frooti is the highest distributed brand in Fruit drink segment
with an 85% market share in India. Frooti reaches more than 10
lakh retail outlets through more than 1500 distributors and
wholesalers directly and indirectly. This is borne out by Parle
Agro winning the Beverage Industry award for the Best Managed
84
Supply Chain 2002 and the Highest Retail Availability in the year
2002.
Frootis excellent distribution system has already been proved in
the market survey and analysis where 90% of the respondents
agreed that Frooti is readily available to them. Thus it proves
that Frooti is available at all the retail shops.
PROMOTION:
The company has taken a different marketing route by launching
a host of new retailing and packaging initiatives to pump up
volumes. Five years ago, Parle Agro introduced a mysterious
character called Digen Verma and created hype around this
person through an aggressive outdoor campaign which was a big
success. Parle Agro had introduced two characters called Froo
and Ti on every 200 ml pack of Frooti as part of its retailing
initiative. These two characters are being displayed on the packs
of the drink. And through tongue twisters, puzzles and various
interactive games, the characters are entertaining the children as
well as increasing their knowledge about famous personalities
and current affairs. These two characters are very different in
nature. While Froo is an affable girl who is good at studies, Ti is
a naughty boy who keeps running after Froo to get his homework done. With this move, the company expects to share various
activities of its target audience--kids. Recently, Frooti was
85
company
has
4Ps of Maaza
PRODUCT:
A product is anything that can be offered to a market to satisfy a want or
need. Coca Cola introduced Maaza into a recognised beverage brand,
offering Maaza in 10 different flavours (e.g. Mango, Tropical, Guava,
Lychee, Passion Fruit/Maracuja, Pineapple, Banana, Papaya, Fruit Punch
and Guanabana) in 9 different packaging formats (e.g. PET bottles, cartons,
glass bottles and cans) suitable for all segments of the market. This gives
customer various options to select from.
PRICE:
Maaza 1200 ml offers to the customers at a price of 50. A 600 ml PET bottle
priced Rs 28 is another new launch of Maaza, targeted at on-the-go
consumers. The company lacks only small tetra pack in its all category.
86
However the brand loyal customers will prefer Maaza and nothing else.
However pricing strategy is decent. The price of Maaza starts at 12 Rs and
ends at 50 Rs.
PLACE:
Maaza is one of the product which is trying to make its product available
every where in the market. However, Maaza has its presence in more than 33
countries (and expanding) worldwide. The Maaza drinks are distributed to
supermarkets, convenience stores, hotels, cafes and many other outlets. The
company is trying to tap each and every customer by reaching them at every
general store by giving them availability of the product.
PROMOTION:
The company is promoting Maaza as Maaza the wholesome family fun. It
provides the most authentic experience of rich, juicy mangoesanytime,
anywhere! It has its slogan as Maaza lao aur Aam ki pyaas bujhao. The
company changes its slogan time to time to make the entire customer aware
about its product.
The company has made a new effort to promote its product Maaza with a
new slogan that is Bin Mausam Aam, Har Mausam Aam. This is a new
ad made by the company which attracts mango lovers to buy it when there is
no season of Mango. This ad also suggests that Maaza Mango drink is
available 12 months a year. However, the season of mango lasts for 3-4
87
months only. This ad promises that we will provide you Mango drink no
matter the season of mango is there or not.
4Ps of Slice
PRODUCT:
Slice is known for its luscious Mango taste and unmatched experience of
providing Pure Mango Pleasure to its customers. Slice is available in 200ml
and 250ml returnable glass bottles (rgb) of Mango Slice. The product is also
available in all other regular pack sizes i.e. 350ml, 500ml, 1.2 L & 1.8 L
PET bottles and 200ml Tetra pack. Thus the impact of providing different
packs is that every class is able to buy its products. Thus there is a different
product size available in the market.
PRICE:
The product is in competition with other products like Frooti, Maaza and
local products. Thus company doesnt have big variation in pricing as
88
89
90
ANALYSIS:
From the survey it was found that amongst 100 respondents.
a) 41% of the respondents prefer Frooti Mango Drink.
b) 37% of the respondents prefer Maaza Mango Drink.
c) 22% of the respondents prefer Slice Mango Drink.
FINDINGS:
From the above survey, it has found that people Prefer Frooti in comparison
of Maaza and Slice. However it is difficult to say that Frooti is a Market
Leader as there is not a vast difference in consumers preference. There is a
huge competition and there is no one who could be said as market leader.
However from the survey it suggests that Frooti is preferred by 41% of
respondents.
91
ANALYSIS:
From the survey it was found that amongst 100 respondents.
92
FINDINGS:
From the survey, it has found that 67% of the Respondents
consume there preferred drink 2-5 times in a week. So it is clear
that Mango drink is not preferred more on daily basis. It would
sell more in the non-season of Mango. In the season of Mango
people can enjoy it directly so it is less preferred at that time
period and thus it affects the daily consumption of Mango Drink.
93
ANALYSIS:
94
FINDINGS:
From the survey, it has found that more than half of the
respondents have mango drink without any reasons. However it
has been observed that 7% of the respondents said any other
reason. This reason could be no choice at retailers shop, others
having mango drink and can opt for own choice, price of the
product, Parents Choice or may be forced to drink due to non
availability of other product.
95
ANALYSIS:
96
97
98
ANALYSIS:
From the survey it was found that amongst 100 respondents.
a) 49% of respondents view Mango Drink as an aid to put off
thirst.
b) 38% of respondents view Mango Drink as a health drink.
c) 12% of respondents view Mango Drink as any other drink.
d) Only 1% of respondent view Mango Drink as status symbol.
FINDINGS:
From the survey, it has found that mango drink is viewed as just
an aid to put off the thirst by nearly 50% of the crowd. At the
same time it is also viewed as a health drink by 38% of the
crowd. This is because it contains Mango and mango has many
benefits for the purpose of health.
The remaining crowd feels that it is just another drink to hang
out with. May be it is seen as a children drink or a drink which a
general public drinks and there is no adventure in it as compared
to cola drinks.
99
ANALYSIS:
100
FINDINGS:
From the survey, it has found that its nearly 50-50 situation in
advertisement affecting purchases. Nearly 50% of People think
that brand ambassador has made them buy Mango drink.
However, now all the three companies are using it just to attract
consumers. And the other 50% say it doesnt affect as ads are not
effective and it doesnt influence them to buy the product.
This is a sign wherein companies have to make changes in their
advertising strategy. And also think over it that should they
spend more on advertisement or should focus on distribution
strategy.
101
ANALYSIS:
102
ANALYSIS:
104
105
ANALYSIS:
From the survey it was found that amongst 100 respondents.
106
107
ANALYSIS:
From the survey it was found that amongst 100 respondents.
a) 41% of respondents ranked Frooti as no.1 preference in terms
of taste.
108
109
From the survey, it has found that Frooti is most preferred drink.
It is then followed by Maaza and slice respectively. Frooti is
mostly preferred due to its taste and thus it is at no.1. However
Maaza is not so far behind at no.2. There is a vast gap between
Frooti and slice and to be ahead in competition, slice has to make
necessary changes in the taste.
11. Give your ratings to following attributes of Maaza?
ATTRIBUTES
VERY
GOOD
GOOD
AVERAGE
BAD
VERY BAD
QUALITY
BRAND IMAGE
AVAILABILITY
PACKAGING
110
ANALYSIS:
From the survey it was found that amongst 100 respondents.
Quality
a) 51% of respondents rated Maaza as having good quality
product.
111
112
c) 16%
of
respondents
rated
that
Maaza
has
Very
Good
FINDINGS:
From the survey, it has found that 51% of people say that quality
is good and 30% of people say that quality is Very Good. It
means overall quality of Maaza is good.
113
65% of people say the brand image is good and 25% of people
say that brand image is Very good. It means the overall brand
image of Maaza is good.
44% of people say that the availability of Maaza is average and
37% of people say that the availability is good. It seems the
overall availability of the product is average. And this is the
place where company has to look out for making changes in their
distribution strategy.
42% of people say that packaging of Maaza is just average and
29% of people say that Maaza has good packaging. It means the
packaging of the company is average and thus they need to work
on it.
VERY
GOOD
GOOD
AVERAGE
BAD
VERY BAD
QUALITY
BRAND IMAGE
AVAILABILITY
PACKAGING
114
ANALYSIS:
From the survey it was found that amongst 100 respondents.
Quality
115
116
of
respondents
rated
Slice
as
having
Very
Good
Packaging.
e) None of the respondents rated Slice as having Very Bad
Packaging.
FINDINGS:
From the survey, it has found that 39% of people say that quality
is good and 39% of people say that quality is Average. It means
overall quality of Slice is Average.
117
54% of people say the brand image is good and 16% of people
say that brand image is Very good. It means the overall brand
image of Slice is good.
37% of people say that the availability of Slice is average and
40% of people say that the availability is good. It seems the
overall availability of the product is average. And this is the
place where company has to look out for making changes in their
distribution strategy.
58% of people say that Slice has good packaging and 10% of
people say that packaging of Slice is Very Good and. It means the
packaging of the company is really good and thats what people
like it as it gets easy to handle.
VERY
GOOD
GOOD
AVERAGE
BAD
VERY BAD
QUALITY
BRAND IMAGE
AVAILABILITY
118
PACKAGING
ANALYSIS:
From the survey it was found that amongst 100 respondents.
Quality
119
120
of
respondents
rated
that
Frooti
has
Very
Good
FINDINGS:
From the survey, it has found that 43% of people say that quality
is good and 41% of people say that quality is Very good. It means
overall quality of Frooti is Very good.
121
63% of people say the brand image is good and 23% of people
say that brand image is Very good. It means the overall brand
image of Frooti is Very good.
53% of people say that the availability of Frooti is good and 31%
of people say that the availability is Very good. It seems the
overall availability of the product is good.
58% of people say that Frooti has good packaging and 20% of
people say that packaging of Frooti is Very Good and. It means
the packaging of the company is really good and thats what
people like it as it gets easy to handle.
However the stats show that Frooti is at no.1 followed by Maaza
and Slice respectively at no.2 and no.3 position.
14. Would you visit another store, if you do not find your brand at your
store?
Yes
No
122
ANALYSIS:
From the survey it was found that amongst 100 respondents.
a) 53% of respondents says that they would visit another store to
find there preferred Mango drink.
b) 47% of respondents says that they would not visit another
store to find there preferred Mango drink.
FINDINGS:
From the survey, it has found that yet there are 47% of people
who will stick to only one shop where whichever Mango drink is
123
available they will buy it. And 53% of crowd says that they will
definitely go and visit another store to find there preferred
Mango drink. This 53% people are Brand conscious people. And
thus it shows that company has been partly successful to make
people brand conscious.
124
CONCLUSION
125
From the survey we can conclude that, there is a big competition in Mango
drinks segment in regards to Maaza, Frooti and Slice. Though, it has been
seen that people prefer Frooti more than Maaza and Slice from the survey.
However, Frooti is not a clear Market Leader as it is followed by Maaza and
Slice respectively. People prefer Mango Drink less than Cola drink. Thus
companies have to create more awareness about mango drink by the way of
Advertisement. Companies can endorse Brand Ambassador to promote there
product which is very necessary. There is 50-50 situation in advertisement
affecting purchases. Thus ads must be made more attractive.
Generally people are not having any regular timing or drinking soft drink but
we can assume that on an average every customer drink these drinks 2-5
times in a week and most people drink it without any reason (Just like that).
The taste of the product influences people to Buy Mango Drink. However it
is looked as an aid to put off thirst and as a Healthy drink compared to cola
drink.
Price is reasonable but if it is lowered than obviously the purchasing power
of people will increase. Companies should emphasis on sales promotion
techniques such as price discount, buy two get one free & something free
with product respectively. This will help company to improve sales.
Generally people prefer to drink 250 ml. quantity of Mango drink at once.
Again there are half of the crowd who are Brand loyal and another half are
those who switch from one product to another. Generally it is because of non
availability of the product. However no clear Market leader, still Frooti is
leading with followers Maaza and Slice respectively.
126
127