“A brief study on market positioning of brand Maaza with context to other mango drinks in Faizabad market at Coca Cola Amrit Bottlers Pvt. Ltd by Alok Dubey.

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Summer Internship Project Report
On
“A brief study on Market positioning of brand Maaza with context to other mango drinks in Faizabad
Market at Coca Cola Amrit Bottlers Pvt. Ltd.”
By
Alok Dubey
MBA16/45
MBA- Marketing, Finance. Class of 2016- 2018
Under the supervision of
Mr. Ashok Sen Gupta
Assistant Professor
Department of Management
In Partial Fulfillment of the Requirements for the Degree of
Master of Business Administration – Marketing, Finance.
at
School Of Management Sciences, Lucknow
Dr.A.P.J. Abdul Kamal Technical University UTTAR PRADESH
National Highway 56, Kasimpur Viruha-226501, UTTAR PRADESH INDIA
2016-2018

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DECLARATION
“A brief study on Market Positioning of brand Maaza with context to other mango drinks in Faizabad
I declare
(a) That the work presented for assessment in this Summer Internship Report is my own, that it hasn’t
previously been presented for another assessment and that my debts (for words, data, arguments and ideas)
have been appropriately acknowledged.
(b) That the work conforms to the guidelines for presentation and style set out in the relevant documentation.
Date: 5th
July, 2017 Alok Dubey
MBA16/45
MBA-Marketing, Finance Class of 2016-2018

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CERTIFICATE
I Ashok Sen Gupta Assistance Professor hereby certify that Alok Dubey student of Masters of Business
Administration – Marketing and Finance at School of Management Sciences Lucknow, Dr.A.P.J. Abdul
Kamal Technical University UTTAR PRADESH
has completed the Project Report on ― “A brief study on Market Positioning of brand Maaza with context
to other mango drinks in Faizabad Market at Coca Cola Amrit Bottlers Pvt. Ltd .”
Mr. Ashok Sen Gupta
Assistant Professor

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ACKNOWLEDGEMENT
Concentration, hard work and application are essential but not the only factors to achieve the desired goals.
These must be supplemented by guidance, assistance and cooperation of people to make it a success. Many
people have given their precious ideas and valuable time to enable me to successfully complete this project.
I am indebted to all of them.
I owe enormous intellectual debt towards my Faculty Guide Dr. Ashok Sen Gupta (Assistant Professor) and
Mr. Ankit Srivastava (Corporate Trainer) Amrit Bottlers Coca Cola, Faizabad for giving me an opportunity
to take up this project by giving me valuable insight of it and augmented my knowledge in the field of
Marketing and Finance.
I would also like to acknowledge and humbly thank the employees of Amrit Bottlers Coca Cola who shared
their valuable ideas and response candidly without which it would not have been possible for me to carry out
this project.
I extend my sincere thanks towards management of the organization for providing me resources like
internet, books, journals etc. To facilitate my learning on this topic. I am obliged for the cooperation during
my Internship. My increased spectrum of knowledge in this field is the result of constant supervision and
direction that has helped me to absorb relevant information.
Last but not the least, my appreciation goes to my family and my friends who believed in my capabilities
and encouraged me during this report.
Date: 5th
July, 2017 Alok Dubey

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ABSTRACT
“A brief study on Market Positioning of brand Maaza with context to other mango drinks in Faizabad
1. To study the brand awareness towards the Maaza brand.
2. To study the parameters which mostly affect while purchasing the Maaza fruit brand.
3. To study the satisfaction level towards the Maaza brand.
4. To study the Market Positioning of Brand Maaza with context to other mango drinks in Faizabad region.
5. To compare the Maaza fruit brand.
This study helps to find out the strength, weakness, opportunity and threats of brand Maaza with the help of
customers. We try to find out the weakness of Maaza brand and the opportunity to increase the sale of
Maaza in the Faizabad market. This study is very important for Coca Cola in Faizabad city to increase the
Maaza sale by overcoming from the threats of Coca Cola Company.
This study is completed in Faizabad city and I contacted the consumer, and found out the market positioning
of brand Maaza. I’ve selected 100 respondents from consumer group of different area of Faizabad city. I’ve
used Excel for data analysis and interpretation and find many strength, weakness, opportunity and threats of
Maaza and I gave many suggestions to increase the sale and improvement of Maaza.
On 5th
July I started my project under the guidance of Mr. Prashant Gupta (ASM)/Mr.Ankit Srivastava
(corporate Trainer)/Mr.Dinesh Verma (HR) Faizabad. I’ve been allocated the area for survey in Faizabad
and collect the data.

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TABLE OF CONTENTS
1. INTRODUCTION................................................................................................................7
2. OBJECTIVE OF THE STUDY.........................................................................................18
3. REVIEW OF LITERATURE.............................................................................................19
4. RESEARCH METHODOLOGY.......................................................................................22
5. DATA ANALYSIS & INTERPRETATION.....................................................................25
6. FINDINGS..........................................................................................................................36
7. SUGGESTION...................................................................................................................37
8. REFERENCE.....................................................................................................................39
9. APPENDIX........................................................................................................................40

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INTRODUCTION
Fruit Juice
Juice is the liquid that’s naturally contained in fruit or vegetable tissue. Juice is prepared by mechanically
squeezing or macerating fresh fruits or vegetables flesh 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
and vegetables using a variety of hand or electric juicers. Many commercial juices are filtered to remove
fibre or pulp, but high-pulp fresh mango juice is a popular beverages. Juice may be marketed in concentrate
form, sometimes frozen, requiring the user to add water to reconstitute the liquid back to its “original state”.
However, concentrates generally have a noticeably different taste from that of their “fresh squeezed”
counterparts. Other Juices are reconstitute before packaging for retail sale. Common methods for
preservation and processing of fruit juices include canning, pasteurization, freezing, evaporation and spray
drying.
Labelling
Most nations define standard purity for a beverage to be considered a “fruit juice”. This name is commonly
reserved for beverages that are 100% pure fruit juice. In the United Kingdom the 100%fruit juice, as
required by the fruit juices and fruit Nectars (England) Regulations and the Fruit juices and fruit Nectars
(Scotland) Regulations 2003. However a juice made by reconstituting concentrate can be called juice. A
product described as the “nectar” of a fruit must contains a minimum of juice between 25% and 50% for
different fruits. A juice or Nectar including concentrate must state that it does. The term “juice drink” isn’t
defined in the regulations and can be used to describe any drink which includes juice, however little.
Comparable rules apply in all EU member states in their respective languages. In the USA fruit juice can
only legally be used to describe a product which is 100% fruit juice. A blend of fruit juices with other
ingredients, such as high- fructose corn syrup, is called a juice cocktail or juice drink. According to the food
and drug Administration (FDA). The term “nectar” is generally accepted in the U.S. and international trade
for a diluted juice to denote a beverage that contains fruit juice or pure, water and which may contain
artificial sweeteners. In New Zealand and Australia particularly and others juices denotes a sweetened fruit
extract, where nectar denotes a pure fruit or vegetable extract. Fruit juice labels may be misleading, with
juice companies actively hiding the actual content. “NO added sugar” is commonly printed on labels, but the
products may contain large amount of naturally occurring sugars; however, sugar content is listed with other
carbohydrates on labels in many countries. Some carbonated beverages, not described as fruit juice, contain
juice (such as Fanta, which contains Orange juice.
Health Effects
Juices are often consumed for their perceived health benefits. For examples, Orange juice is rich in Vitamin
C, folic acid; potassium is an excellent source of bio available antioxidant and significantly improves blood
lipid profiles in people affected with hypercholesterolemia. Prune juice is associated with a digestive health
benefit. Cranberry juice has long been known to help prevent or even treat bladder infections, and it’s now
known that a substance in cranberries prevents bacteria from binding to the bladder. The high sugar content
of fruit juices is often not realised- many fruit juices have a higher sugar content than sweetened soft drinks;
e.g. typical grape juice has 50% more sugar than “Coca Cola”.

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Introduction of fruit Juice Company In India
India is a market of diversity diverse with regards to incomes, price points of products, culture and
preferences and a marketer has to get use to these diverse characteristics of the market. Drinking juice isn’t a
part of our culture. We drink water with our meals but in the west one starts the day with breakfast and a
glass of juice. Juice is to a great extent considered as a luxury not a necessity in our society, surely but
slowly things are changing mainly in the urban and semi urban areas, where the population is getting more
health conscious and are realising the important nutrient values of fruit and are making them a part of their
daily diet. The companies in this Rs. 100crore industry will have to organise various promotional activities
from time to time mainly to increase sampling and to educate the consumers about packaged fruit juice that
it’s as pure and nutritious as fresh juice which is perceived as fresh as it’s extracted in their presence i.e.
actual or assumed. There are some main brands in this segment of non- carbonated drink markets; they’re
Maaza From Coca Cola.
This player command around 48% market share in the organised sector. And holds the top most position in
the fruit beverage category. We can observe this industry growing and new players entering the market. In
recent times we’ve seen the entries of some international brands, like Berri (Australia), Tipco (Thailand),
with the intention to strength their hold in India to grow with the market. India is the second largest country
for foods and vegetables in the world. The total production of food and vegetables is estimated to be around
148.5 million tonnes, out of which fruit account for only 48.5 million and the rest 100 million tonnes is
accounted for by vegetables. However, the fruit juice market hasn’t been fully tapped because of poor
infrastructure, poor storage facility, and highly unorganized market, chiefly constituted by road
infrastructure, poor storage facility, and highly unorganized market, chiefly constituted by road side
vendors. Consumer still prefers to buy juice from road side vendors even if juices are unhygienic. The major
growth drives in fruit market are, increase in health consciousness among consumers, increase in disposable
incomes.
Major Player and their brands
 Coca Cola with its brand Maaza.
 Pepsi with its brand Slice and Tropicana.
 Dabur foods with its Brand Real.
 Parle Agro with its Brand Frooti.

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Leading Manufacturers of fruit Beverages in India
Company Brand Flavours
1. Parle Agro Frooti Mango, Pineapple, Apple &Orange.
2. Pepsico Ltd. Tropicana & Slice Mango, Pineapple, Apple, Mixed Fruits,
Orange, Litchi, Apple.
3. Dabur Real & Real Active Mango, Pineapple, Apple, Mixed Fruits,
Orange, Litchi, Apple.
4.Godrej Foods Jumpin Orange, Apple.
5. Coca Cola Maaza Mango.
6. Voltas Grapy Real Grapes, Litchi etc.
7. Vadilal Industries Ltd. Vadilal Mango, Pineapple, Orange.
8. Salstar Foods Regold Mango, Apple Mixed.
9. Eastern Fruit Efil Mango, Litchi.
10. Himgiri Foods Himgiri Mango, Pineapple, Orange.
11.Lakhanpal Foods VAFA Mango, Pineapple, Orange.
12.BEC Foods ROLZ Mango, Mixed Fruit.
13.Tims Products TIMS Mango, Pineapple, Orange.
14.NAFEED Nafed Apple, Pineapple, Orange, Mango.
15. WIMCO.Ltd Sunsip Tropical Fruits Kioces.
The above mentioned list consists of the brands noticeable in metros as such there are a large number of
small caning units all over the country catering to niche markets.

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Industry Analysis
This player command around 48% market share in the organised sector. And holds the top most position in
the fruit beverage category. We can observe this industry growing and new players entering the market. In
recent times. The Rs. 100crore packaged fruit market is estimated to be growing at 20%to 25% annually,
with Coca Cola Maaza holding 48% market share. The market can be categorized in terms of products
content and there are three major product contents available.
Drinks: Juice with pulp content less than 40%
Nectars: Juice with pulp content between 40-80%
Juices: Juice with pulp content between 80%
The canned juice market initially covered brands like NAFED, Noga, Midland, and Gold Coin. These were
fruit juices and nectars and not drinks. But they didn’t make a mark in the market due to reasons such as
high price, unattractive packaging and lack of right promotion tools. Parle Argo’s “Frooti” a mango drink,
was introduced in the tetra pack in 1985 and since then has been a leader in its segment. The market has
suddenly picked up since 1994-95 and few players have emerged as market leaders.
Market Segmentation
There has been no general acceptance of the product forms in the fruit beverage market. The consumer is
basically concerned if it’s a fruit or synthetically constituted product. Product segmentation, therefore,
should be clearly delimited. Under the fruit drink the first segmentation is real fruit drinks and synthetic
drinks.
 The real fruit drinks are based on natural fruit pulp or juice.
 The synthetic drinks products with fruits or other flavours. Broad taste preferences could be another
way to define the market. The market is at present also segmented on the basis of fruit pulp content.
For the purpose of segmentation, on the basis of fruit pulp content, market can be segmented as;
 Fruit Drinks with pulp content less than 40%. Coca Cola “Maaza” Pepsico “Slice” Parle Agro
“Frooti” are the popular brands in this category.
 Fruit Nectar with pulp content between 40% to *0% Life and X’s comes in this Category.
 Fruit juice with pulp more than 80%. Brands falling in this category are Pepsico “Tropicana”
Dabur “Real” Segmentation could also be on the benefits provided to the consumer.
 One benefit could be the nutrition content it gives to the consumer so one market could be the
health- conscious segment.
 Second benefits is thirst quenching, so the other segment could be those buying the drink or nectar
for satisfying the thirst. Another very broad segmentation can be on the type of situation in which the
drink nectar is used:
 People who are on the move i.e. Outdoor use e.g. those travelling.
 People who are using it on the breakfast table as a part of their menu i.e. In House use.
Players very often choose one or more of such segmentations to differentiate their product and target market
and accordingly plan their distribution and promotion patterns.

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Target Markets:
 The women of the house.
 Children.
 The teenagers.
 In- home consumption.
 Out of home consumption.
1. The women of the house: the women and children are an important influencing factor in today’s
scenario. As it contains lots of health benefits. The women who care for her family wants her family to be
safe and healthy and so are they’re targeted.
2. The Children: They’re attracted to the beautiful stuffs advertisements and demand for the products as
they want to experiment things just for the sake of it or for their self satisfaction.
3. The Teenagers: They’re the most who like to try out new and different products. Today’s teens are
the most health conscious and put in lots of efforts to be healthy. So even they’re important target audience.
4. In- home Consumption: This group of people buys fruit juices for home consumption and in many
case treated as grocery item and is on the shopping list and forms an important part of their diet. For an
average Indian population juice consumption is seen as a luxury and is a very urban phenomena as people in
the urban are getting more and more health conscious and relating and accepting juices as a healthy social
drink. These people are typically sophisticated and are exposed to the idea of healthy living and are
concerned of the well being of their families. Usually the lady of the house takes the buying decision but
she’s influenced by her offspring’s many times to the extent of brands and flavours. One of the strong
characteristics features which is common throughout our target audience is that it’s considered that juice is
fresh only when it’s extracted on the spot for consumption purpose and it’s considered to be better than the
packaged ones available in the market.
5. Out of Home consumption: This consumption pattern is usually in people who feel to quench their
thirst, get refreshed. These types of people are important of kiwi Joos as they’re the people who’ll try the
product in small quantity and give us an inn road in the home for in home consumption, which is our focus
area. If this segment is satisfied than they’ll start personal use of kiwi Joos and they’ll also act as a source of
mouth to mouth publicity, which is considered to be one of the best in its kind. This segment is challenging
one as there is a dual pattern of consumption which mainly exists here i.e. firstly an individual decides if
he/she would like to have a fruit juice or a substitute like carbonated soft drinks, water, flavoured milk etc.
Then if he/she choose fruit juice, they’ve to chose from the available alternatives then he makes a choice
among the available brands with respect to the perceived value and it’s cost.
Such type consumption usually seen:
1. On roads i.e. in front of general stores, railway stations, bus stands, airports etc.
2. Entertainment zones like amusement parks, cinemas, parks, theatres.
3. Eating places like restaurant, college canteens, and hotels.

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4. Working places like offices, aerobics classes, gymnasiums etc.
The key to serving this segment would be available and visible at points of purchase and including the
person to buy, with effectively communicating to them that kiwi Joos is a healthy alternative to satisfy the
thirst ensuring taste, fun and good health. It’s positive that fruit juices are being perceived as anytime
beverages. Generation now is as much inclined to sipping fruit juices as carbonated drinks, with teen driving
the maximum trails.
Substitute:
Fruit juice companies have to face a two level competition i.e. on the first level with the substitutes and then
the players within the industry. The ‘sip war’ is comprised of the following players with respect to India.
1. Soft Drinks: (both carbonated and non carbonated soft drinks) Soft drinks are divided into carbonated
and Non carbonated drinks. While Cola, Lemon and oranges are carbonated drinks mango drinks lies under
Non carbonated category.
2. Flavoured Milk: (energy, Amul etc) just like fruit drinks flavoured milk is also positioned on the health
platform. Companies are trying to project it as a fun drink with added flavours and innovative packaging.
3. Mineral Water: Fruit drink sellers consider even mineral water as substitute to their offerings. The main
assumption is that packs ensure quality delivery.
4. Other Products: Milk by- products like buttermilk and lassi also serve as major substitutes. They
compete in terms of low price as well as easy availability. These drinks are also considered important from
the health perspective. From bottled iced tea to branded chhaas, fruit based drinks and flavoured milk,
beverage makers have gone berserk with product innovation as new variants continue to flood the market.
That’s why even existing players are going all out to pour new flavours.
COMPANY PROFILE
Coca-Cola Worldwide and in India
The Coca-Cola Company
About The Coca-Cola Company The Coca-Cola Company (NYSE: KO) is the world's largest beverage
company, refreshing consumers with more than 500 sparkling and still brands and more than 3,800 beverage
choices. Led by Coca-Cola, one of the world's most valuable and recognizable brands, our company’s
portfolio features 20 billion-dollar brands, 18 of which are available in reduced-, low- or no-calorie options.
Our billion-dollar brands include Diet Coke, Coca-Cola Zero, Fanta, Sprite, Dasani, vitamin water,
Powerade, Minute Maid, Simply, Del Valle, Georgia and Gold Peak. Through the world's largest beverage
distribution system, we are the No. 1 provider of both sparkling and still beverages. More than 1.9 billion
servings of our beverages are enjoyed by consumers in more than 200 countries each day. With an enduring
commitment to building sustainable communities, our company is focused on initiatives that reduce our
environmental footprint, create a safe, inclusive work environment for our associates, and enhance the
economic development of the communities where we operate. Together with our bottling partners, we rank
among the world's top 10 private employers with more than 700,000 system associates. For more
information, visit Coca-Cola Journey at www.coca-colacompany.com, follow us on Twitter, visit our
blog, Coca-Cola Unbottled,or find us on LinkedIn .

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About Coca-Cola India
Coca-Cola India is one of the country’s leading beverage companies, offering a range of healthy, safe, high
quality, refreshing beverage options to consumers. Over the last 23 years, ever since its re-entry in 1993, the
company has gone on to establish an unmatched portfolio of beverages; refreshing consumers with its
leading beverage brands like Coca-Cola, Coca-Cola Zero, Diet Coke, Thumps Up, Fanta, Fanta Green
Mango, Limca, Sprite, Sprite Zero, VIO Flavoured Milk, Maaza, Minute Maid range of juices, Georgia and
Georgia Gold range of hot and cold tea and coffee options, Kinley and Bonaqua packaged drinking water,
Kinley Club Soda and BURN energy drink. The Company along with its bottling partners, through a strong
network of over 2.6 million retail outlets, touches the lives of millions of consumers. Its brands are some of
the most preferred and most sold beverages in the country.
The Coca-Cola system in India has already invested USD 2 Billion till 2011, since its re-entry into India.
The company will be investing another USD 5 Billion till the year 2020. The Coca-Cola system in India
directly employs over 25,000 people including those on contract. The system has created indirect
employment for more than 1,50,000 people in related industries through its vast procurement, supply and
distribution system. We strive to ensure that our work environment is safe and inclusive and that there are
plentiful opportunities for our people in India and across the world.
With an enduring commitment to building sustainable communities, our Company is focused on initiatives
that reduce our environmental footprint, support active, healthy living, create a safe, inclusive work
environment for our associates, and contribute to the development of the communities where we operate.
Some its Company’s flagship community development programs include the “Support My School” program,
the “Parivartan” retailer training program, women empowerment program as a part of the global 5BY20
campaign etc. To know more about our sustainability initiatives.
In India, the Coca-Cola system comprises of a wholly owned subsidiary of The Coca-Cola Company namely
Coca-Cola India Pvt Ltd which manufactures and sells concentrate and beverage bases and powdered
beverage mixes, a Company-owned bottling entity, namely, Hindustan Coca-Cola Beverages Pvt Ltd;
thirteen licensed bottling partners of The Coca-Cola Company, who are authorized to prepare, package, sell
and distribute beverages under certain specified trademarks of The Coca-Cola Company; and an extensive
distribution system comprising of our customers, distributors and retailers.

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Coca-Cola India Private Limited sells concentrate and beverage bases to authorized bottlers who are
authorized to use these to produce our portfolio of beverages. These authorized bottlers independently
develop local markets and distribute beverages to grocers, small retailers, supermarkets, restaurants and
numerous other businesses. In turn, these customers make our beverages available to consumers across
India.
History:
The Union Beverages Factory, based in the UAE, 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. Maaza was launched in 1976 in India. and in India, Maaza was acquired by
Coca-Cola India in 1993 from Parle-Bisleri along with other brands such as Limca, Citra, Thumps
up and Gold Spot. Maaza was acquired by House of Spices in 2005 for the North American market. Finally
in the year 2006 Infra Food brands acquired Maaza for the European, Caribbean and West-African market
and cooperates with House of Spices for the North American market.
Maaza (Hindi: माजा):
Coca Cola fruit drink brand originated in India and marketed in Middle East, Africa, Eastern Europe and
Asia, 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 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 variety, which is known as the "King of Mangoes" in India.

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Comparative analysis of the marketing mix of Coca Cola “Maaza”
 Can Coca cola put more juice in the juice market? In 2012, Coca-Cola announced investments
of Rs.30,000 crore in India over the following eight years to double its sales in the country. The
spending on Maaza’s expansion is a part of that investment, said Kini. It hasn’t been afraid to
innovate. It’s heading off in untested directions by launching a new range called Minute Maid like-

 Minute Maid Pulpy Orange
 Minute Maid Nimbu Fresh
 Minute Maid Guava
 Minute Maid Mango
 Minute Maid Mixed Fruit
Coca cola isn’t the only isn’t the only company that is moving into overdrive in the juice business. As
Indians take bigger swigs than ever before of packaged juices a slew of companies are hoping to grab a
share of the action.
The result is that players like Dabur Foods, Pepsico, Godrej Industries, Coca Cola, Mother Dairy, Amul and
even small companies are betting big money on this market by flooding it with new fruit beverages. It’s a
huge market with its potential still to tapped. Says Mr. Sanjay Sharma, Head of Marketing at Dabur Foods.
The results are on show to anyone who steps into neighbourhood supermarket. There are now racks filled
with fruit juices, nectars and drinks (the difference lies in the pulp content – juices are 100% while drinks
are below 20% and nectars fall in between).
The swift growth in the market is attracting newcomers like Mother Dairy which recently launched the Safal
brand of juices. Safal is currently available in orange, mixed fruit, grape and an orange-apple combination.
Ladakh Foods, makers of the Leh Berry seabuckthorn berry drink, has now also launched an apple- peach
combination juice a mixed variant.
What’s making all these players gung-ho about fruit beverages? For one, the fruit drink market (juice
accounts for 30%, nectar is 10% and fruit drinks 60% of the market today) has grown at a 20% to 25% rate.
Obviously some segments are doing better than others. Fruit based milk drinks (market size Rs. 20crore to
25crore) like N-joi are currently stagnating. But fruit-based soya milk, another emerging segment reckoned
to be worth about 15crore to 20crore is expected to grow rapidly. Godrej, which recently launched the sofit
brand, is experimenting with this market for the second time. 10 years back, its soya milk brand “Great
Shakes” failed miserably because of its taste.
Positioning of the Fruit Juice as a Health Product:
Soft carbonated drinks (colas) grew 17% in 2002 but fell 15% in 2003. Says Alaka Bhosle, marketing
consultant with ad agency Percept H, “It’s one of the key factors that has led to the kind of growth that
we’ve seen in the last year. But this growth will continue since consumers are now hooked up.
That would imply a compound annual growth rate of around 12% in sales of the 40-year-old beverage. Its
growing popularity may be an indication of a larger trend in the beverage market, a consumer shift away
from aerated drinks to fruit-based ones. Says Coca Cola country sales head.
“We will invest in introducing affordable and value-for-money juice packs, expanding distribution, and
augmenting manufacturing capacity to double sales,” said Venkatesh Kini, president, Coca-Cola India and
South West Asia, at a press conference in Mumbai on Wednesday.

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The other factors that have helped are the different pack sizes that players started offering in the last years.
Coca Cola Maaza launched a 125ml Tetra pack at Rs. 10 compared to a 1750ml pack for Rs.90. “These new
price points and packs are aimed at getting more consumers to try the new product, and in turn to increase
the consumer base.
Similarly, other players like Godrej are also looking forward at launching new variants including
combinations by year end. Parle Agro, which has been experimenting with sugarcane juice for some time
now, has launched mango Frooti in 65ml in SKU in Pune, Gurgaon and Mumbai for Rs.5. A year , it
extended the Frooti brand into pineapple and orange variants as well as launching it in 250ml and one litre
PET bottles.
It announced approximately two months ago that it was doubling its capacity with an investment of Rs.350
crore in Andhra Pradesh for setting up an agro-horticulture park to support Maaza’s growth, according to
Sunil Deshpande, vice-president marketing and business development, Jain Irrigation. Deshpande was
speaking on the sidelines of the press conference on Wednesday.
Coca Cola “Promoting education, including special education and employment enhancing vocation skills
especially among children, women, elderly, and differently abled and livelihood enhancement projects;
Coca Cola- Contribution to Prime Minister’s National Relief Fund or any other fund set up by the Central
Government for socio-economic development and relief and welfare of the Scheduled Castes, the Schedule
Tribes, other backward classes, minorities and women.
RETAIL PRICING OF COCA COLA MAAZA VIS A VIS OTHER SIMILAR
PRODUCTS:
The details about the product follow in the order
Product Name, unit, MRP, our Price:
Maaza TP, 125ml, Rs.10, Rs.9.11
Frooti TP, 160ml, Rs.10, Rs.9
Maa TP, 160ml, Rs.10, Rs.7
Mango Sip Inst TP, 160ml, Rs.10, Rs.7
Tropicana TP, 200ml, Rs.20, Rs.18
Maaza, 200ml RGB, Rs.12, Rs.11.25
Slice, 200ml RGB, Rs.10, Rs.8.60
Maaza PET, 250ml, Rs.20, Rs.19
Frooti PET, 250ml, Rs.20, Rs.18
Maa PET, 250ml, Rs.20, Rs.15
Maaza, 600ml, Rs.35, Rs.33.66

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Frooti, 600ml, Rs.35, Rs.33
Mango Sip Inst, 600ml, Rs.35, Rs.31
Tropicana, 600ml, Rs.37, Rs.32.50
Slice, 600ml, Rs.35, Rs. 32.33

18
OBJECTIVE OF THIS STUDY
1. “A brief study on Market Positioning of brand Maaza with context to other mango drinks in
Faizabad.
2. To study the brand awareness towards the Maaza.
3. To compare the brand Maaza with context to other mango drinks.
4. To study the satisfaction level towards the Maaza brand in consumers mind.
5. To study the satisfaction level towards the brand Maaza.

19
REVIEW OF LITERATURE
An attempt has been made to pursue the literature of earlier studies. A few studies have been conducted in
the field of mango fruit drinks. Mango fruit drinks have been used in the day-to-day life of millions of
consumers. A study on mango fruit drinks helps to millions of consumers how it is benefited and what are
the problems while in using it and how they opined about it. For the purpose of review, studies conducted on
mango fruit drinks are studied. The methodology and findings of these research works had been carefully
studied and analyzed by the present researcher. Useful hints were drawn from these studies which helped in
putting the present research work in a proper perspective. The gist of some of the relevant research studies
and research papers on soft drinks and fruit drinks are presented in this chapter.
Dhuna (1984)1 in his article “An Analysis of Consumer Behaviour - A Case Study of Soft Drinks” done in
Rohtak during 1983-84 aimed at determining the prevalent attitudes of consumers towards soft drinks.
Taking a sample of 150 consumer, he showed how factors like age, profession, sere and income affect
attitudes in the purchase of the products his finding were as follows: Campa Cola a pure soft drinks product,
was found to be highly popular among the consumers. The second position was held by Thumps up, the
third by Limca and the fourth by gold spot. The third by Limca and the fourth by gold spot. Regarding the
consumption pattern of consumers, it was found that 54 percent of the respondents were in the habit of
taking soft drinks in summer only. Taste and the respondents interest in the product’s advertisements, were
found to ply the most important role in the purchase - decision. It was also found that about 70 percent of the
respondents changed their brand quite often.
Kurtz and Boone (1984)2 in their research work entitled “consumer behaviour interpersonal and social
influences in rural area” concluded that one’s family is also anointer-personal determinant of consumer
behaviour. The influence of household members is often significant in the purchase decision process.
Because of the close, continuing interactions among family members, the family often represents the
strongest source of group influence on the individual”.
Lawrence (1984)3 in his study on “Effective publicity how to reach the public people” concluded that as
Coco-cola occupied that the major soft drinks market position in rural area. Consumer mind would
obviously tilt towards Coco-cola so by correct product positioning in the market 7-up could differentiate it
from other Coco-cola brands and could sell more. 7-up did so positioning itself as alternatives to Coca-
Cola. They suggested that most of the rural area people would buy coco-cola may be disappointed
and it offered Pepsi consumers have strong brand preference for fast moving products
power of relations.
William, O., (1985)4 in his study on “The Economic Institution of Capitalism in New York: Territorial
Exclusively in the Soft Drinks Industry” concluded that the vertically integrated firm will not have the
necessary incentives 10 minimize costs. If specific assets exist, then the costs of using the external marked
rise and vertical integration becomes more likely. If we also allow for the market’s ability to fully, exploit
economics of scale by agg regaling demands, then a higher degree of asset specificity is necessary before
vertical integration occurs, as the market has a considerable advantage in achieving tower costs.
Del et al., (1986)5 in their article “Consumer Behaviour Implication for Marketing” stated that while
formulating marketing strategies in the basis of consumer behaviour, one should keep in mind that consumer
behaviour is product and very often, situation specific. That is consumer behaviour is product and very for
the some product from one use to another. The insights are gain in the consumer behaviour study is not
always transferable frame one marketing situation to another.

20
Jorin (1987)6 examined changes in spending power and buying habits of Swiss consumers since the
beginning of the 20th century and in the more recent past. Current trends include greater emphasis on health
and safety of foodstuffs and less attention to price, increased demand for low calorie light products and
increased demand for organically grown foods. For young people, more concern with enjoyment and less for
health, with more meals eaten away from home, and generally an increased demand for convenience foods.
The prospects for high quality branded products are seen to be good.
Russell W. Belk (1988)7 discussed in his article that possessions are a major contributor to and reflection of
one’s identities. A variety of evidence is presented supporting this simple and compelling premise. Related
streams of research are identified and drawn upon in developing this concept and implications are derived
for consumer behaviour. Because the construct of extended self involves consumer behaviour rather than
buyer behaviour, it appears to be a much richer construct than previous formulations positing a relationship
between self-concept and consumer brand choice.
Singh (1989)8 in his book “Marketing and consumer behaviour” stated that consumer behaviour had always
a scope for research studies, because the attitudes and perceptions of consumer were changing with the
passage of time. Such type of consumer research would enable the manufacturers, distributors and dealers to
formulate effective sales and advertising strategies. The marketing plans must be based on identifying and
anticipating the consumer needs and their changing desire and aspirations. The manufacturers’ endeavours
should attract the public by offering what they liked the most, but also should have their patronage by
meeting their satisfaction on a continuous basis.
Sugy (1989)9 in his research work that a tendency to respond to a given product in a particular way. An
awareness about attitudes help the marketing managers because many consumer behaviours are related to
attitudes. Attitudes have three components, the cognitive, the affective and the behavioural, buying decision
process in universal. However, certain differences are found between rural and urban consumers owing to
the limited information sources an limited evaluation capabilities. Rural buyers are not brand loyal as they
are supposed to the improved exposure increased learning socialization and availability of product they are
now becoming comparable to their urban counterparts. Innovation adoption analysis shows the politically
powerful and the educated are among the adopters of innovation.
White (1989)10 in his study on “Product differentiation and mergers in the carbonated soft drink industry”
concluded that the price implication and welfare losses are even more substantial for the merger of Pepsi co
and 7up and especially, for the hypothetical merger of Coco-cola Co and Pepsi Co. One might expect
consumers to “Stock-up” during sales periods, purchasing large assortments of items while they are
perceived to be experienced with certain goods, they may begin to vary their purchase assortment to seek
variety. On the supply side, the study of equilibrium pricing could be extended to include the timing of
short-run price cuts and subsequently, the impact of merger on these types of consumer driven promotions.
Arunagiri, (1990)11 in his research work, A study on consumer attitude towards advertisement in
Chidamparam town with reference to selected cosmetic product”, revealed that advertisement undoubtedly
influenced the consumer behaviour and crated a preference for the advertised brand. Besides consumer
awareness depended price, brand quality and durability. So the producers should bear all these points in his
mind while producing and marketing various cosmetic goods. Consumer is the king is any market. He has to
decide the source or failure of business either by buying or not buying the product. And also more and more
the freedom of consumer choice higher and higher is the consumer satisfaction.

21
Kumar (1990)12 in his project report entitled “Consumer preference for soft drinks in Urban area of
Coimbatore. “The objectives of the study were the preference of consumer regarding soft drinks and to
know the satisfaction of consumers about quantity availability. Percentage analysis has been used for
majority of male and female consume soft drinks- among male Gold Spot is the most popular drinks and
female Thumps-up is the most popular drinks.
Murugesan, (1990)13 in his dissertation, “A study of consumer behaviour towards soft drinks in Madurai
City” revealed that the 76.35 per cent of the consumer bought soft drinks only because they were satisfied
with the quality. Only meagre 2.65 percent of the consumer bought them because of cheaper price. Beside
51.72 per cent of the consumer changed their brands occasionally and 48.28 per cent changed their
preference frequently.
Kumar (1991)15 in his research work entitled “Marketing of soft drinks - A case study of Gold Spot in
Madurai City”, examined a sample of 150 consumers. The study revealed that, most of the people liked to
consumer Gold Spot and Limca for their taste and freshness, irrespective of the price. Besides aged and
young people preferred Gold spot, 31 percent and 21 percent preferred Limca.
David S. Luck (1992)19 in his work entitled, “Marketing Research” pinpointed that the Coco-Cola company
has conduct a study (USA) with its stores to measures those effects. It studied to various sales districts, of
where a well matched pair. San Antonic has past of using the Coco-cola brand name for its FCB sales the
BR out lets to be placed in each group would be chosen by whatever method Coco-cola wished to use.

22
Research Methods and Producers
Research is the process of systematic and in-depth study or search for any particular topic, subject or area of
investigation, backed by collection, compilation, presentation and interpretation of relevant details or data.
Research methodology is a way to systematically solve the research problem. It may be understood as a
science of studying how research is done scientifically.
Research may develop a hypothesis and test it and it must be based on fact observable data, which form a
sound basis for research inductive investigation and leads to research findings for analyzing facts. The
methodology followed for conducting the study includes the specification of research design, sample design,
questionnaire design, data collection and pie charts used for analyzing the collected data.
Sample data collection:
This survey is as conducting in the context of consumer of brand Maaza in Faizabad city.
Research design:
The research design is DESCRIPTIVE in nature with survey method being used to complete the study.
Because under this we already created the hypothesis and we simply tried to find out that our taken variables
of market of Faizabad city able to satisfy their consumer.
Participants:
Fruit drink consumers in Faizabad city.
Sampling technique:
Since it is difficult to contact the entire population, CONVENIENCE sampling is used.
Data collection:
Data collection is one of the most important aspects of research. For the success of any project accurate data
is very important and necessary. The information collected through research methodology must be accurate
and relevant.
The data can be classified into two types:-
 Primary Data
 Secondary Data

23
Primary data
The data collected by a researcher is known as primary data. It is collected by a person for his own use,
which is obtained from findings. This is considered as first hand information. The primary data is collected
by the means of questionnaire that was filled by the non alcoholic beverage consumer.
Secondary data
Secondary data means data that is already available i.e., the data which has already been collected and
analyzed by someone else. This type of data information can also be used by the researcher for his use as
second hand information. Secondary data may either be published data or unpublished data. The secondary
data was collected through the internal records of the organization and through websites, Journals, Internet,
News paper etc.
Sample design:
Consumers of Faizabad city are including under this research and tell their satisfaction level.
Sample size:
The sample of 100 consumers was selected from Faizabad city.
Sample element:
Individual consumer is sampling element.
Data source:
Both Primary and Secondary source of data would be used. The major type of information is used for
primary data.
Tool for data analysis:
We’ll be using the applicable tools and techniques of Microsoft office excel as per required with time.

24
Data analysis:
Interviews were conducted and the Questionnaires were filled by the consumer of Faizabad city. Purpose of
the survey was explained to the candidates before the questionnaire was administered. The interpretation and
analysis of the data was done by using Microsoft Office excel 2007 software. With the help of MS office
excel 2007, pie diagrams were used to draw the conclusions.
Limitations:
1. The personal biases of the respondents might have entered into their response.
2. Analysis of data obtained from the questionnaires was done on the assumption that the respondents gave
correct information.

25
CHAPTER 4:
DATA INTERPRETATION AND ANALYSIS
Statement 1: Which of the following drinks you drink the most? Tick the top preference below?
Cola based drinks 55
Fruit based drinks 45
Figure 1:
Interpretation:
Out of the 100 respondents who were surveyed 55% were preferred coca based drinks and 45% were
preferred fruit based drinks.
61%
39%
Cola based drinks fruit based drinks

26
Statement 2: On what occasions you prefer to drink these drinks?
When I am thirsty while travelling 61
Eating outside 39
Figure 2:
Interpretation:
Out of the 100 respondents who were surveyed 61% were preferred when thirsty and travelling and 39%
were preferred eating outside.
61%
39%
When i am thirsty while travelling Eating Outside

27
Statement 3: When you think of fruit based beverages which brand come to your mind?
Maaza 51
Frooti 22
Slice 18
Maa 0
Real mango juice 3
Tropicana 9
Xalta 0
Mango sip inst 0
Figure 3:
Interpretation:
Out of the 100 respondents who were surveyed 50% were preferred Maaza, 21% were preferred Frooti,
17% were preferred Slice, 0% were preferred Maa, 3% were preferred Real Mango Juice, 9% were preferred
Tropicana and 0% were preferred Xalta and Mango Sip Inst.
Maaza
50%
frooti
21%
slice
17%
Maa
0%
Real mango juice
3%
Tropicana
9%
xalta
0%
Mango sip inst
0%

28
Statement 4: Please mention the name of your most favourite mango fruit drink?
Maaza 50
Frooti 22
Slice 18
Maa 0
Real mango juice 5
Tropicana 8
Xalta 0
Mango sip inst 1
Figure 4:
Interpretation:
Out of the 100 respondents who were surveyed 48% were preferred Maaza, 21% were preferred Frooti,
17% were preferred Slice, 0% were preferred Maa, 5% were preferred Real Mango Juice, 8% were
preferred Tropicana, 0% were preferred Xalta and 1% were preferred Mango Sip Inst.
Maaza
48%
frooti
21%
slice
17%
Maa
0%
Real mango juice
5%
Tropicana
8%
xalta
0%
Mango sip inst
1%

29
Statement 5: For which all brands of fruit based beverages, you've seen adverstiment recently. You could've
seen the advertisment anywhere, that's TV, newspaper, Magazines etc?
Maaza 57
Frooti 52
Slice 61
Maa 0
Real mango juice 17
Tropicana 15
Xalta 0
Mango sip inst 0
Figure 5:
Interpretation:
Out of the 100 respondents who were surveyed 28% were preferred Maaza, 26% were preferred Frooti, 30%
were preferred Slice, 0% were preferred Maa, 8% were preferred Real Mango Juice, 8% were preferred
Tropicana, 0% were preferred Xalta and 0% were preferred Mango Sip Inst.
Maaza
28%
frooti
26%
slice
30%
Maa
0%
Real mango juice
8%
Tropicana
8%
xalta
0% Mango sip inst
0%

30
Statement 6: Which of the fruit drink brands have you tried? Tick all applicable
Maaza 90
Frooti 85
Slice 79
Maa 23
Real mango juice 29
Tropicana 57
Xalta 15
Mango sip inst 10
Figure 6:
Interpretation:
Maaza
23%
frooti
22%
slice
20%
Maa
6%
Real mango
juice
7%
Tropicana
15%
xalta
4%
Mango sip inst
3%

31
Statement 7: If your Favourite fruit drink brand isn't available. Would you like you go for other brand?
Yes 80
No 20
Figure 7:
Interpretation:
Out of the 100 respondents who were surveyed 80% were preferred Yes and 20% were preferred No.
Yes
80%
No
20%

32
Statement 8: What all brands you disliked drinking after trying them once- twice? Tick all applicable
Maaza 10
Frooti 23
Slice 18
Maa 11
Real mango juice 10
Tropicana 25
Xalta 12
Mango sip inst 8
Figure 8:
Interpretation:
Maaza
9%
frooti
20%
slice
15%
Maa
9%
Real mango juice
9%
Tropicana
21%
xalta
10%
Mango sip inst
7%

33
Statement 9: What was the main reason that you disliked drinking these brands?
Taste 71
Price 15
Quantity 14
Poor Quality 28
Figure 9:
Interpretation:
Out of the 100 respondents who were surveyed 55% were preferred Taste, 12% were preferred Price, 11%
were preferred Quantity, 22% were preferred Poor quality.
Taste
55%
Price
12%
Quantity
11%
Poor Quality
22%

34
Statement 10: Which of the packs you most commonly buy when you're alone/with friends (on the spot
consumption) Tick anyone
200ml RGB 70
300ml PET 25
135ml TP 7
Figure 10:
Interpretation:
Out of the 100 respondents who were surveyed 69% were preferred 200ml RGB, 24% were preferred 300ml
PET, 7% were preferred 135ml TP.
200ml RGB
69%
300ml PET
24%
135ml TP
7%

35
Statement 11: Do you easily find the required quantity pack of the fruit drink brand? According to your
need.
Yes 67
NO 31
Figure 11:
Interpretation:
Out of the 100 respondents who were surveyed 68% were preferred Yes and 32% were preferred No.
Yes
68%
NO
32%

36
FINDINGS
For consumer:
In this study 70% male and 30% female respondents are part of the target population and they help to fulfil
the questionnaire from different are of Faizabad city.
In this study 10% respondents are of below 18 age, 60^ respondent are between 18-25 and 30% respondents
are below 25.
In this study 23% respondents are aware and tried Maaza. Maximum respondents are aware of Maaza and
have a good awareness in Faizabad city.
28% respondents know “Maaza” through news and magazine and have knowledge through hoarding and
banners and attracting the consumer in Faizabad city.
Out of the respondents who were surveyed 55% were preferred coca based drinks and 45% were preferred
fruit based drinks.
Only 20% of Indians have tried Maaza 40 years after its introduction, he said. “There is still an opportunity
for the remaining 80% people to try it,” Kini added.
Out of the respondents who were surveyed 50% were preferred Maaza as their favourite fruit drink brand.
Out of the respondents who were surveyed 50% were preferred Maaza when it comes to pick the fruit drink
brand.
“It makes sense for the Coca cola Company to focus on fruit-based beverages for growth as that’s the
category that is seeing huge growth. The young consumer is steering away from carbonates given the huge
negative social media noise that it’s attracting,”
69% respondents are like to buy 200ml RGB, 24% like 300ml PET, 7% like 135ml TP. So 200ML RGB is
selling in big number in Faizabad city.
Mostly respondents are give rank 1 to “Maaza” rank 2 has gone to “Frooti” rank 3 is for Slice rank 4 for
Tropicana rank 5 is for Dabur Real Mango juice. Other gives their response according to their taste. So the
Result we find that Maaza is like by the most people and then Frooti, Slice, Tropicana, Dabur Real mango
juice etc.
50% respondents are with Maaza brand, 9% accept that it’s a poor brand and reason behind is the taste.

37
SUGGESTION
First of all company should provide all sort of promotions equipment such as glow sign board, banner, rack,
freeze etc to retailers in the time so that they increase their sales which is benefited both retailer as well as
company.
Pre sales Executives and Market developers should have good interaction with retailers, which result
company in increase in sales.
Company executives should visit the counter on weekly basis. Executives should take feedback from the
dealers about the service of the Pre sales Executives and Market developers and the distributors
Regular visit of technician is required to solve the problems of “Visi Cooler” in the market at the right time
especially in the peak season.
More improvement is required in the distribution network in the outskirt and in the remote areas, because in
the peak seasons like summer the small dealers are taking products twice or thrice and in between if the
distributors couldn’t supply them at the right time, the competitors will get the opportunity to supply the
products which result low sales volume.
The entire Coca cola Fruit drink brand like
 Maaza Minute Maid Pulpy Orange
 Minute Maid Nimbu Fresh
 Minute Maid Guava
 Minute Maid Mango
 Minute Maid Mixed Fruit
Brand should be displayed at one place so that the customers can aware about the different brand of coca
cola. In the bus stand, railway canteen, highway, Eating and drinking 1 and 2 counters.
Few outlets aren’t totally aware about the scehmes so proper communication is necessary between the
distributors and dealers as well as retailers.
More effective schemes should be provide in the off season to encourgae the reatailers.
Biasness shouldn’t happen with retailers on any ground.
There should be more focus on 100% availability so that Maaza don’t lose sales & market share.
More and continous reserch should be conduct to find new segement and more profitable market for the
product.
Childrens constitute the 2nd
largest segment of the fruit drink mrket. So, more and more fun based
advertisment of the brands should be necessary. Some life style based addvertisment is also necessary.
The company strategy should be made in such a way, that maximum no. Of consumer will prefer to
consume Maaza i.e. give importance to quality control, give more importance to public awarness and in
advertisment.

38
Retailers are the good intermediaries so the company should give more pacaksges to the retailers, by which
they can look forward on high sales of this particular brand Maaza.
The comapny should start survey on continous basis to know the grievances of the retailer as well as
consumers.
Sometimes absesnce of stocks annoys retailer and consumers, so comapny should keep a watch to the
avaliablity of SKU’s ( Stock keeping unit.)
Parle Argo’s “Frooti” a mango drink, was introduced in the tetra pack in 1985 and since then has been a
leader in its segment. The Coca Cola Company has to make the packaging of Maaza more attractive which
attracts the kids and the consumers. Also has to launch more SKU’s (Stock Keeping Unit) in the tetra pack
segment. To beat its competitor “Frooti.”

39
REFERENCE
The following material was referred for the study and the knowledge and information as obtained is highly
appreciated:
Books:
Kotler, Philip. “Marketing Management” Prentice hall of India, edition IX.
Ramaswami, V.S. and Namakumari, S. “Marketing Management”. Macmillan, Edition II.
Websites:
http://economictimes.indiatimes.com/industry/cons-products/food/parle-agros-frooti-beats-pepsicos-
Slice-to-win-back-no-2-slot-after-a-decade/articleshow/52230711.cms
https://www.scribd.com/doc/89924556/Literature-Review-on-Cocacola
http://www.coca-colaindia.com/stories/ccipl-csr-policy
http://www.coca-colaindia.com/maaza-brand
http://www.livemint.com/Industry/yNh5a6YwUTKM3y24jmkbnN/Why-CocaCola-prefers-
Maaza.html
http://www.coca-cola.com/global/
https://en.wikipedia.org/wiki/Maaza
http://amritbottlers.com/Maaza.htm

40
APPENDIX
Name:…………………. Mobile no:……………………..
Sex: ……………………… Age: …………………………….
Consumer Preferences for Fruit Based Drinks
Q1. Which of the following drinks you drink the most? Tick the top preferences below
a. Cola based drinks b.Fruit based drinks
Q2. On what occasions you prefer to drink these drinks?
a. When I am thirsty while travelling. B.eating outside
Q3. When you think of fruit based beverages which brand come to your mind?
a.Mazaa b.Frooti c.Slice d.Maa e.Real Mango Juice, f.Tropicana g.Xalta h.Mango Sip Inst.
Q4. Please mention the name of your most favourite fruit drink brand?
Q5. Why that Specific Fruit Drink Brand? Rate between 1-5 where
1=Highly Dissatisfied 2=Dissatisfied 3=Neutral 4=Satisfied 5=Highly Satisfied.
Taste Price Quality Brand Value.
Maaza
Frooti
Slice
Xalta
Real Mango
Juice
Tropicana
Mango Sip Inst
Maa
Q6. For which all brands of fruit based beverages, you’ve seen advertisements recently. You could have
seen the advertisements anywhere, that is, TV, newspapers, magazines, hoardings radio etc.
Q7. Which of the fruit drink brands have you tried? Tick all applicable
Q8. If your favourite fruit drink brand isn’t available. Would you go for other Brands?
a. Yes b.No
Q9. What all brands you disliked drinking after trying them once-twice? Tick all applicable

41
Q10. What was the main reason that you disliked drinking these brands?
1.Price 2.Taste 3.Quantity 4. Poor Quality.
Q11. Which of the packs you most commonly buy when you're alone/with friends (on-the-spot
consumption)? Tick any one
a.200 ml RGB b.300 ml PET c.135ml TP
Q12. Do you easily find the required quantity pack of the fruit drink brand? According to your need.
1. Yes 2. No

“A brief study on market positioning of brand Maaza with context to other mango drinks in Faizabad market at Coca Cola Amrit Bottlers Pvt. Ltd by Alok Dubey.

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