Comparative study between fruit juice brand with special context of tropicana and real brand

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Comparative study between fruit juice brand with special context of tropicana and real brand

  1. 1. SUMMER TRAINING PROJECT REPORT ON Comparative study between fruit juice brands in Dehradun city with special context of Tropicana and real fruit juice brand AT VARUN BEVERAGE LTD PEPSICO DEHRADUN IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE AWARD OF DEGREE OF MASTER OF BUSINESS ADMINISTRATION M.B.A (2009-2011) UNDER THE GUIDANCE OF Internal guide Mr. Krishna gopal External guide Mr. Pavan gaur SUBMITTED BY MOHD ASHAD REG N. 10901750 SUBMITTED TO LOVELY PROFESSIONAL UNIVERSITY PHAGWARA LOVELY PROFESSIOAL UNIVERSITY Page 1lo
  2. 2. DECLARATION I Mohd Ashad declaring that all the information given in this report is correct and all the data is given by me in this report are true as far as I know. I am also declaring that all the work in this report is my real work and I did not copy it from anywhere. Mohd Ashad MBA 3rd SEM.(LPU) RT1901B43 REG N. 10901750 LOVELY PROFESSIOAL UNIVERSITY Page 2lo
  3. 3. COMPANY GUIDE CERTIFICATE This is to certify that the summer project titled “Comparative study between fruit juice brand in dehradun city with special context of Tropicana and Real fruit juice brand” at Varun beverage Ltd.. PepsiCo is an original work of Mr. Mohd Ashad, student of Lovely Institute of management, Phagwara and is being submitted for partial fulfillment of the award of the Master of Business Administration (MBA) degree of Lovely Professional University, Phagwara. The final compilation of the report was also done under my guidance and it has not been submitted earlier to anywhere else. Place: Dehradun Mohd Ashad Date: Regd. No. – 10901750 MBA Pavan Gaur (ME), PepsiCo Name & Signature of the guide LOVELY PROFESSIOAL UNIVERSITY Page 3lo
  4. 4. CERTIFICATE OF THE INSTITUTE GUIDE This is to certify that the project titled “Comparative study between fruit juice brand in dehradun city with special context of Tropicana and Real fruit juice brand” is an original work of Mr. Mohd Ashad bearing University Registration Number 10901750 a student of Lovely Institute of management, Phagwara and is being submitted in partial fulfillment of the requirements for the award of the degree of Master of Business Administration of Lovely Professional University, Phagwara. The summer project report has not been submitted earlier to this University or to any other University / Institution for the fulfillment of the requirement of a course of study. . Date: Mr. Krishna Gopal Name and signature of the guide LOVELY PROFESSIOAL UNIVERSITY Page 4lo
  5. 5. ACKNOWLEDGEMENT It is great pleasure for me to express my hearty and sincere gratitude to my faculty guide, Mr. Krishna go pal (faculty of lovely professional university Punjab) under whose genuine and inspiring guidance the present piece of investigation could get its present shape within such a limited range of time. I am highly thankful to Mr. BP Chauhan (territory development manager), Mr. Pavan gaur (marketing executive), Mr. Vishal khosla (customer executive) who guide me in the survey the area and to management of PepsiCo for permitting me to carry out the present research work. Special thanks are also due to all the employees, customers, retailers and distributors related to PepsiCo company for their precious co-operation provided to the investigator during the period of data collection. Place: Dehradun Mohd Ashad LOVELY PROFESSIOAL UNIVERSITY Page 5lo
  6. 6. EXECUTIVE SUMMARY Comparative study between fruit juice brand in Dehradun city with special context of Tropicana and Real fruit juice brand. At Varun beverage limited, PEPSICO in Dehradun city (1) To study the brand awareness toward the Tropicana and Real fruit juice brand. (2) To study the parameters which mostly affect while purchasing the Tropicana and Real Fruit juice brand. (3) To study the satisfaction level toward the Real and Tropicana fruit juice brand. (4) To compare the Tropicana and Real fruit juice brand. This study help to find out the strength, weakness ,opportunity, and threats of real and Tropicana with the help of retailer and consumer . We find out the weakness of Tropicana fruit juice brand and the opportunity to increase the sale of Tropicana in dehradun city. This study is very important for PepsiCo in Dehradun city to increase the Tropicana sale by overcoming from the threats of PepsiCo. This study is completed in Dehradun city and I contacted the retailer and consumer, and found out the problem in Tropicana sale. I have selected 100 respondents from consumer group and 100 respondents from retailer group of different area of Dehradun city.I have used SPSS for data analysis and interpretation and find many strength, weakness, opportunity and threats of Tropicana and I gave many suggestion to increase Tropicana sale. On 14th of June I started my project under the guidance of Mr. BP Chauhan(TDM) /Mr.Pavan Gaur (M.E.) Dehradun. I have been allocated the area for survey in Dehradun and collect the data. LOVELY PROFESSIOAL UNIVERSITY Page 6lo
  7. 7. CONTENT  Chapter 1 Introduction  Chapter 2 Objective of the study  Chapter 3 Review of literature  Chapter 4 Research methodology  Chapter 5 Data analysis and interpretation  Chapter 6 Findings Suggestion  Chapter 7 Reference Annexure LOVELY PROFESSIOAL UNIVERSITY Page 7lo
  8. 8. INTRODUCTION Fruit juice Juice is the liquid that is naturally contained in fruit or vegetable tissue. Juice is prepared by mechanically squeezing or macerating fresh fruits or vegetables flesh 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 a 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". However, concentrates generally have a noticeably different taste from that of their "fresh- squeezed" counterparts. Other juices are reconstituted before packaging for retail sale. Common methods for preservation and processing of fruit juices include canning, pasteurization, freezing, evaporation and spray drying . Labeling Most nations define a 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 name of a fruit or fruits followed by juice can only legally be used to describe a product which is 100% fruit juice, as required by the Fruit Juices and Fruit Nectars (England) Regulations and the Fruit Juices & 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 contain 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" is not 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 juice(s) 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 in international trade for a diluted juice to denote a beverage that contains fruit juice or puree, water, and which may contain artificial sweeteners. In New Zealand and Australia particularly (and others) juice denotes a sweetened fruit extract, whereas 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 amounts of naturally occurring sugars; however, sugar content is listed with other carbohydrates on labels in many countries. Some carbonated LOVELY PROFESSIOAL UNIVERSITY Page 8lo
  9. 9. beverages, not described as fruit juice, contain fruit juice (such as Mountain Dew, which contains orange juice. Health effects Juices are often consumed for their perceived health benefits. For example, orange juice is rich in vitamin C, folic acid, potassium, is an excellent source of bio available antioxidant phytochemicals 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 is now known that a substance in cranberries prevents bacteria from binding to the bladder. The high sugar content of fruit juices is often not realized—many fruit juices have a higher sugar (fructose) content than sweetened soft drinks; e.g., typical grape juice has 50% more sugar than Coca Cola. Fruit juice consumption overall in Europe, Australia, New Zealand and the USA has increased in recent years, probably due to public perception of juices as a healthy natural source of nutrients and increased public interest in health issues. Indeed, fruit juice intake has been consistently associated with reduced risk of many cancer types, might be protective against stroke and delay the onset of Alzheimers disease. The perception of fruit juice as equal in health benefit to fresh fruit has been questioned, mainly because it lacks fiber and has often been highly processed. High-fructose corn syrup, an ingredient of many juice cocktails, has been linked to the increased incidence of type II diabetes. High consumption of juice is also linked to weight gain, but fruit juice consumption in moderate amounts can help children and adults meet daily recommendations for fruit consumption, nutrient intake and calories. 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 is not 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 and more health conscious and are realizing the important nutrient values of fruit and are making them a part of their daily diet. The companies in this Rs. 100 crore industry will have to organize various promotional activities from time to time mainly to increase sampling and to educate the consumers about packaged fruit juice that it is as pure and nutritious as fresh juice which is perceived as fresh as it is extracted in their presence i.e. actual or assumed .There are two main brands in this segment of non- carbonated drink markets; they are ‘Real’ from Dabur and ‘Tropicana’ from PepsiCo. These two players command around 80% market share in the organized sector. We can observe this industry growing and new players entering the market. In recent times we have seen the entries of some international brands, like Berri [Australia], Ballantyne [Australia], and Tipco [Thailand], with the intention to strengthen their hold in India and to grow with the market India is the second largest for foods and vegetables in the world. The total production of food and vegetables is estimated to be around 148.5 million tones, out of which fruit account for only 48.5 million tones and the rest 100 million tones is accounted for by vegetables. However, the LOVELY PROFESSIOAL UNIVERSITY Page 9lo
  10. 10. fruit juice market has not been fully tapped because of poor 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 drivers in fruit juice market are, increase in health consciousness among consumers, increase in disposable incomes, and more sophisticated cocktail culture. Major Player and their brands: · Pepsi with its brand Tropicana. · Dabur foods with its brand Real. · Coca Cola India with its brand Maaza. Leading Manufacturers of Fruit Beverages in India: Company Brand Flavours 1. Parle Agro Frooti Mango, Guava, Pineapple, Strawberry & Orange Appy Apple 2. PepsiCo Ltd. Tropicana Orange, Nature Sweet, Apple, Grape Pineapple, Tomato Mixed fruit Slice Mango, Litchi, Orange & Guava. 3. Dabur Real Grape, Guava, Orange, Pineapple Tomato Mixed Fruit, Litchi, Mango. Real Active Orange, Apple 4, Godrej Foods Jumpin Orange, Apple Re Orange, Apple Xs Orange, Apple 5. Coca Cola Maaza Mango 6. BBI. II Tree Top Mango 7. Voltas Volfruit Mango 8. Hindustan Grapy Red Grapes, Litchi, etc. 9. HP Agri HPMC Apple Marketing LOVELY PROFESSIOAL UNIVERSITY Page 10lo
  11. 11. 10. North East AgroMkt. Ltd. NERAMAC Pineapple 11. Kerala Milk Mkt. Milma Mango, Pineapple 12. Salstar Foods Regold Mango, Apple Mixed 13. Mohan Meakins Gold Coin Apple Juice 14. Modern Foods Rasika Mango, Guava 15. Eastern Fruit Efil Mango, Litchi 16. NAFEED Nafed Apple, Mango, Processed Guava, Pineapple, orange 17. Vadilal IndustriesLtd. Vadilal Mango, Pineapple, Orange 18. Himgiri Foods Himgiri Mango, Pineapple, Orange 19. Lakhanpal Foods VAFA Mango, Pineapple, Orange 20. WIMCO Ltd. Sunsip Tropical Fruits Kioces 21. Tims Products TIMS Mango, Pineapple, Orange, Guava 22. BEC foods ROLZ Mango, Mixed Fruit Juices 23. The MaharashtraInds. NOGA Pineapple Agro DevelopmentCorp. Ltd. . The above mentioned list consists of the brands noticeable in metros and as such there are a large number of small canning units scattered all over the country catering to niche markets. Industry analysis: The Rs 100 crore packaged fruit juice market is estimated to be growing at 20% to 25% annually, with Tropicana and Real holding 40% market share each. The market can be categorized in terms of product 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 more than 80%, The canned juice market initially covered brands like NAFED, Noga, Midland, Gold Coin and Druk. These were fruit juices and nectars and not drinks. But they did not make a mark in the LOVELY PROFESSIOAL UNIVERSITY Page 11lo
  12. 12. market due to reasons such as high price, unattractive packaging and lack of right promotion programme. Parle Agro‘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 a 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 is a fruit juice or synthetically constituted product. Product segmentation, therefore, should be clearly delimited. Under the fruit drinks the first segmentation is between real fruit drinks and synthetic drinks.  The real fruit drinks are based on natural fruit pulp or juice.  The synthetic drinks are synthetic products with fruit or other flavors. 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. For the purpose of segmentation, on the basis of fruit pulp content, market can be segmented as:  Fruit juice with pulp content more than 80%. Brands falling in this category are Onjus, Real, Tropicana, etc.  Fruit Nectar with pulp content between 40% to *0%. Life and X‘s come in this category.  Fruit Drinks with pulp content less than 40%. Frooti and Jumpin are the popular brands in this category. Segmentation could also be on the basis of 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 benefit 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 or nectar is used:  People who are on the move i.e. Outdoor use e.g. those traveling.  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. Target Markets: · The women of the house · Children · The teenagers · In-home consumption · Out of home consumption The women of the house and children are an important influencing factor in today‘s scenario. As the KiwiJoos contains lots of health benefits, the women who care for her family wants her family to be healthy and so are they are targeted. The children are attracted to the beautiful ads and demand for the products as they want to experiment things just for the sake of it or for their self satisfaction. The teens are 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 are an important target audience. In- home consumption: LOVELY PROFESSIOAL UNIVERSITY Page 12lo
  13. 13. 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 is 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 is considered that juice is fresh only when it is extracted on the spot for consumption purpose and it is considered to be better than the packaged ones available in the market. This mind set will have to be changed and the customers will have to be convinced that KiwiJoos is fresh, has all the nourishments intact and is available without the hassle of extraction for consumption. Out of home consumption: This consumption pattern is usually observed in people who feel the need to quench their thirst, get refreshed or both. These types of people are important of Kiwi Joos as they are the people who will try the product in small quantity and give us an in road in the home for in home consumption, which is our focus area. If this segment is satisfied then they will start personal use of KiwiJoos and they will 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 chooses fruit juice, they have to chose from the available alternatives then he makes a choice among the available brands with respect to the perceived value and its cost. Such type of consumption is usually seen; · On roads i.e. in front of the general stores, railway stations, bus stands, airports etc. · Entertainment zones like amusement parks, cinemas, parks, theaters, etc. · Eating-places like restaurants, college canteens, hotels, etc. · Working places like offices, aerobics classes, gymnasiums, places of worship etc. The key to serving this segment would be to be available and visible at points of purchase and including the person to buy, with effectively communicating to them that KiwiJoos is a healthy alternative to satisfy the thirst ensuring taste, fun and good health. It is positive that fruit juices are being perceived as anytime beverage. Generation now is as much inclined to sipping fruit juices as colas, with teenagers driving the maximum trials. Substitute Fruit juice companies have to face a two level competition i.e. on the first level with the substitutes and the then the players within the industry. The ‗sip war‘ is comprised of the following players with respect to India. · 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 come Noncarbonated category. · Flavoured Milk (energy, N-Joy 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. LOVELY PROFESSIOAL UNIVERSITY Page 13lo
  14. 14. · Mineral Water Fruit drink sellers consider even mineral water as substitute to their offerings. The main assumption is that packs ensure quality delivery. · 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. Main Competitors :A host of brands are jostling for thirst space. Not just colas but beverage sand fruit juices of all hues are adorning shop shelves. 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. Fruit drinks are high on the swig list in summers as it is part of the health fad sweeping the nation. Health conscious consumers are increasingly giving aerated drinks the go by and making a beeline for fruit-based concoctions. Moreover, sporadic controversies about pesticide-infested cola drinks are said to be driving consumers towards fruit-based drinks as a safer alternative. That is why even existing players are going all out to pour out new flavours. DABUR Dabur derived from Daktar Burman is Indias largest Ayurvedic medicine manufacturer. Daburs Ayurvedic Specialities Division has over 260 medicines for treating a range of ailments and body conditions-from common cold to chronic paralysis. History The story of Dabur goes back to 1884, to a young doctor armed with a degree in medicine and a burning desire to serve mankind. This young man, Dr. S.K. Burman, laid the foundations of what is today known as Dabur India Limited. The brand name Dabur is derived from the words Da for ‗Daktar‘ or ‗Doctor‘ and bur from Burman. From those humble beginnings, the company has grown into Indias leading manufacturer of consumer healthcare, personal care and food products. Over its 125 years of existence, the Dabur brand has stood for goodness through a natural lifestyle. An umbrella name for a variety of products, ranging from hair care to honey, Dabur has consistently ranked among India‘s top brands. Its brands are built on the foundation of trust that a Dabur offering will never cause anyone slightest of harm. The trust levels that this brand enjoys are phenomenally high. Pharmacy Company Dabur India Limited is the fourth largest FMCG Company in India and Dabur had a turnover of approximately US$ 750 Million (Rs. 3390.9 Crore FY 09-10) & Market Capitalisation of over LOVELY PROFESSIOAL UNIVERSITY Page 14lo
  15. 15. US$ 3.5 Billion (Rs 15500 Crore), with brands like Dabur Amla, Dabur Chyawanprash, Vatika, Hajmola and Real. The company has kept an eye on new generations of customers with a range of products that cater to a modern lifestyle, while managing not to alienate earlier generations of loyal customers.Dabur is an investor friendly brand as its financial performance shows. The companys growth rate rose from 10% to 40%. The expected growth rate for two years was two- fold. There is an abundance of information for its investors and prospective information including a daily update on the share price (something that very few Indian brands do). There‘s a great sense of responsibility for investors‘ funds on view. This is a direct extension of Dabur‘s philosophy of taking care of its constituents and it adds to the sense of trust for the brand overall.The company, through Dabur Pharma Ltd. does toxicology tests and markets ayurvedic medicines in a scientific manner. They have researched new medicines which will find use in O.T. all over the country therein opening a new market.Dabur Foods, a subsidiary of Dabur India is expecting to grow at 25%. Its brands of juices, namely, Real and Active, together make it the market leader in the Fruit Juice Category Dabur Foods that was set up in 1997 has brands like Hommade, Lemoneez and Capsico in its basket. The Rs. 37 crore Dabur Foods ltd, a wholly owned subsidiary of Dabur India ltd ahs two brands of juice in the market, they are; · Real · Real Active For its Real brand, Dabur is focusing on increasing in home consumption by targeting mothers and children. It is priced in the range of Rs. 60 to 65 [1 liter] and Rs 15 [200ml] except for Guava that is sold in the range to Rs 65 to 70 and Grape that is sold for Rs. 70 to 75. Its ingredients are water, fruit concentrate, sugar, citric acid and flavours of; · Grape, Guava, Orange, Pineapple, tomato, Mixed Fruit, Litchi and Mango. The Real Active brand is targeted towards fitness- crazy young consumers. The drink is positioned on the health plank. It was launched towards the end of 2002. At the same time, the company plans to position Real Active as its premium juice brand, while Real would be targeted at consumers belonging to socio economic categories B and C also. It contains only fruit concentrate and water. It is priced at Rs. 68 and 70. It is available in the Flavours of; · Apple and orange. The company was eyeing a turnover of Rs. 60 crore in the year 2001 -02, which is an increase of nearly 50%. According to the company it ahs seen a growth of 44% in the financial year 2001-02 as compared to 34% in 2000- 01. The company plans to increase the advertising spends for the brand by nearly 40%. Today the advertising and marketing budget for the brand by nearly Rs 8 Crore. The company‘s thrust is on increasing in-home consumption therefore they are mainly targeting the mothers and children. However, the company has restricted its activities in the urban areas only and wishes to fully consolidate markets in the cities before looking at the small towns and rural areas Dabur Foods claims to be the market leader in the pure juice category such as Punjab, Delhi, Haryana, etc. LOVELY PROFESSIOAL UNIVERSITY Page 15lo
  16. 16. PEPSICO PepsiCo, Incorporated (NYSE: PEP) is a Fortune 500, American multinational corporation headquartered in Purchase, New York, with interests in manufacturing and marketing a wide variety of carbonated and non-carbonated beverages, as well as salty, sweet and cereal-based snacks, and other foods. Besides the Pepsi brands, the company owns the brands Quaker Oats, Gatorade, Frito-Lay, SoBe, Naked, Tropicana, Copella, Mountain Dew, Mirinda and 7 Up (outside the USA).Indra Krishnamurthy Nooyi has been the chief executive of PepsiCo since 2006. During her time, healthier snacks have been marketed and the company is striving for a net-zero impact on the environment.[3] This focus on healthier foods and lifestyles is part of Nooyis "Performance With Purpose" philosophy.Today, beverage distribution and bottling is undertaken primarily by associated companies such as The Pepsi Bottling Group (NYSE: PBG) and Pepsi Americas (NYSE: PAS). PepsiCo is a SIC 2080 (beverage) company. History Headquartered in Purchase, New York, with Research and Development Headquarters in Valhalla, The Pepsi Cola Company began in 1898 by a NC Pharmacist and Industrialist Caleb Bradham, but it only became known as PepsiCo when it merged with Frito Lay in 1965. Until 1997, it also owned KFC, Pizza Hut, and Taco Bell, but these fast-food restaurants were spun off into Tricon Global Restaurants, now Yum! Brands, Inc. PepsiCo purchased Tropicana in 1998, and Quaker Oats in 2001. In December 2005, PepsiCo surpassed Coca-Cola Company in market value for the first time in 112 years since both companies began to compete. PepsiCo in India PepsiCo gained entry to India in 1988 by creating a joint venture with the Punjab government- owned Punjab Agro Industrial Corporation (PAIC) and Voltas India Limited. This joint venture marketed and sold Lehar Pepsi until 1991, when the use of foreign brands was allowed; PepsiCo bought out its partners and ended the joint venture in 1994. Others claim that firstly Pepsi was LOVELY PROFESSIOAL UNIVERSITY Page 16lo
  17. 17. banned from import in India, in 1970, for having refused to release the list of its ingredients and in 1993, the ban was lifted, with Pepsi arriving on the market shortly afterwards. These controversies are a reminder of "Indias sometimes acrimonious relationship with huge multinational companies." Indeed, some argue that PepsiCo and The Coca-Cola Company have "been major targets in part because they are well-known foreign companies that draw plenty of attention." In 2003, the Centre for Science and Environment (CSE), a non-governmental organization in New Delhi, said aerated waters produced by soft drinks manufacturers in India, including multinational giants PepsiCo and The Coca-Cola Company, contained toxins, including lindane, DDT, malathion and chlorpyrifos — pesticides that can contribute to cancer, a breakdown of the immune system and cause birth defects. Tested products included Coke, Pepsi, 7 Up, Mirinda, Fanta, Thums Up, Limca, and Sprite. CSE found that the Indian-produced Pepsis soft drink products had 36 times the level of pesticide residues permitted under European Union regulations; Coca Colas 30 times. CSE said it had tested the same products in the US and found no such residues. However, this was the European standard for water, not for other drinks. No law bans the presence of pesticides in drinks in India.The Coca-Cola Company and PepsiCo angrily denied allegations that their products manufactured in India contained toxin levels far above the norms permitted in the developed world. But an Indian parliamentary committee, in 2004, backed up CSEs findings and a government-appointed committee, is now trying to develop the worlds first pesticides standards for soft drinks. Coke and PepsiCo opposed the move, arguing that lab tests arent reliable enough to detect minute traces of pesticides in complex drinks.As of 2005, The Coca-Cola Company and PepsiCo together hold 95% market share of soft-drink sales in India. PepsiCo has also been accused by the Puthussery panchayat in the Palakkad district in Kerala, India, of practicing "water piracy" due to its role in exploitation of ground water resources resulting in scarcity of drinking water for the panchayats residents, who have been pressuring the government to close down the PepsiCo unit in the village. In 2006, the CSE again found that soda drinks, including both Pepsi and Coca-Cola, had high levels of pesticides in their drinks. Both PepsiCo and The Coca-Cola Company maintain that their drinks are safe for consumption and have published newspaper advertisements that say pesticide levels in their products are less than those in other foods such as tea, fruit and dairy products. In the Indian state of Kerala, sale and production of Pepsi-Cola, along with other soft drinks, was banned by the state government in 2006, but this was reversed by the Kerala High Court merely a month later. Five other Indian states have announced partial bans on the drinks in schools, colleges and hospitals. The Pepsi operations in India are now the part of the new Asian division of PepsiCo Beverages International formed by the merger of Pepsi Cola International, Tropicana and Gatorade, the sports beverage company acquired from Quaker Oates. Earlier, India was one of the eight business division of the beverage company that used to report to PepsiCo International in New York directly. Now it reports to PepsiCo Beverage International Asia in Hong Kong. PepsiCo Beverage International is a division of PepsiCo Inc. This move has been prompted by the need to give greater regional focus to new products like Tropicana and Gatorade so that they become a key element of the overall portfolio of the US beverage major. PepsiCo Inc. is one of the world‘s largest food and beverage companies. The company‘s principle businesses include: · Frito – Lay snacks · Pepsi-Cola beverages LOVELY PROFESSIOAL UNIVERSITY Page 17lo
  18. 18. · Gatorade sports drinks · Tropicana juices · Quaker Foods Pepsi India is already working on a strategy to launch a bevy of Gatorade products in the country by the end of this year. These are as follows: · Gatorade Thirst Quencher · Gatorade Nutrition Shake · Gatorade Energy Drink · Propel Fitness Water · Gatorade Energy Bar It is also planning to give a major thrust to the juice business through the launch of a host of new products under the Tropicana brand name i.e. on the health and energy platform. PepsiCo has so far invested around Rs. 100 Crore inn ready to drink juice segment where the company has two brands Tropicana & Slice. It has 14 plants in India producing fruit juices & 2 of them work on tetra pack. Tropicana: Tropicana entered the country in 1998. Tropicana is currently imported in a concentrated form, which is later reconstructed at a plant in Baramati, near Pune and vacuum packed into tetra packs after paying an import duty. It covers around 18 cities of India. The factor of its success is that it has a tightly controlled distribution system on top of an equally controlled production and this in turn helps it keep its taste constant and the company boasts of it too. Tropicana Beverage Co. recently announced the company‘s inclination towards bringing in an entire series of juices and other health drinks from its international portfolio into India in the coming years. The Tropicana brand, per se, has been positioned on the ‗health‘ platform. Pepsi also plans to give its juice brand – which has seen many hurdles in the nascent and niche juice market – a renewed thrust in the coming days. A price revision of the brands is also on the anvil. Since 2001, Tropicana roped in celebrities in the field of nutrition and health to sell its brands. Under which they got renowned people in the field of health to recommend their clients to use their brand. The list of names included the likes of Anjali Mukherji, Sabina Sehgal Saikia and Vandana Luthra, who promote the brand, positioned as a health drink, to their upwardly mobile clientele. Even celebrity doctors and pharmacists wereincluded in its list of marketers. Tropicana is also sold through various health clubs like Talwalkars, Personal Point, etc. in Mumbai and Delhi. In the past as a part of its promotional activities, the company had conducted a ‗Tropicana Health Run‘ in the capital, slated for World Health Day, which was on April 7, 2001. Tropicana also runs a programme called ‗The Tropicana Club‘ under which every time one buys a pack of Tropicana heearns points which he can collect and exchange for a wide range of gifts and also, as a member he gets unique offers, exciting gifts and interesting information on keeping fit and looking good. The company is seen to intensify its distribution network, with a greater thrust on large institutions. Apart from retail and consumer – level promotions, Tropicana is being promoted through health bulletins and health leaflets. The company intends to continue with its ‗unconventional‘ retailthrust. Apart from the 20,000 to 25,000 outlets across 18 citiesthat Tropicana has a presence in, the brand is being placed across gymnasiums, fitness centers in 5- star hotels, coffee shops, airlines, hospitals, offices and health stores. These points of consumption are not consequential in providing high volumes, but important from the imagery point of view. Typically, non-retail stores have been contributing 12 – 15 % of the brands LOVELY PROFESSIOAL UNIVERSITY Page 18lo
  19. 19. sales. Tropicana evokes a high brand loyalty among health – conscious middle and upper-middle class segments. The company is seeking to project itself on the health platform and has an ad spend of around 20% of its sales. The brand‘s existing tagline of ‗Taste of Good Health‘ has now got an extension statement of ‗Don‘t forget the juice‘, ‗Tropicana 100% pure fruit juice‘ is packaged in a 200 ml slim pack [which replaces its 250 ml pack] and 1-liter in a flat pack tetra pack. The company is seen to run promotions in coordination with its other offering like a scheme where 16 gm pack of Lays Magic Masala that comes free with a 200 ml pack of Tropicana. Worldwide, Tropicana has a host of juice brands under its belt. Brands like Twister, Dole, Looza, Fruvita and Juice Bowl, which could find their way into the Indian market in the coming years. It has decided to make changes in the composition of its juices to suit the Indian taste buds. Forinstance, realizing that Indians like a sweet flavour, it decided to launch a separate sweet orange juice product specifically for the Indian market. Since it could not dilute its juice content, it decided to substitute part of it with grape juice to make it sweeter. Even it‘s launched tomato and mixed fruit juices have been altered to suit the Indian palate. Currently, in terms of market share, Tropicana is believed to trail behind rival Real (Dabur) but is not far behind and also has close to 40% market share of the estimated Rs 100 crore branded juice market. Pepsi sets the pace for backward integration of Tropicana, as a first step towards backward integration for its pure juice business Tropicana is foraying into contact farming of citrus fruits like oranges and Keanu. Punjab- Jallowal – has been chosen as the location for the project. The 3phase project involving trials, nursery and contract farming, is being pursued jointly by Pepsi and the Punjab Agro Export Corporation. Through in its infancy at the moment, the project vision however is of about seven years. If successful, it would mean 100% localization of orange juice and it becomingthe supply center to other regions .A present Tropicana has the following flavours: Orange, Nature Sweet, Apple, Grape, Pineapple, Tomato, Mixed Fruit. Slice: PepsiCo in 2002 poised to make deep inroads into juice drink segment in India with seven new variants of its ‗Slice‘ brand. For the first time in company‘s history, a ‗Litchi‘ variant of Slice was introduced. Apart from that, a guava and Orange flavours was also being offered. Apart from 200 ml slim line cartons priced at Rs 10 each, Slice juice drinks is subsequently made available in 250 ml returnable glass bottles as well. The company invested significantly to bolster the Slice brand in the year 2002 and plans to invest heavily through the year while Slice is now available in litchi, orange, mango and Guava flavours, they are expected to be soon joined by Slice Cocktails. PepsiCo is sourcing litchis from Muzaffarpur, guavas from Karnataka and Allahabad, and mangoes from Ratnagiri. Comparative analysis of the marketing mix of Dabur Real and Pepsi Tropicana Can Dabur Real Foods put more juice in the juice market? The company which has turned fruit juices into a Rs 60-crore business has been turning on the taps in recent months — and it hasn‘t been afraid to innovate. It‘s heading off in untested directions by launching a new range called Coolers which includes traditional recipes like Aam Ka Panna (a green mango drink). It has also launched a pomegranate juice and a water melon drink. A jamun variant will soon follow. Or, look at Pepsi Foods that has recently launched Tropics, a new range of what are called LOVELY PROFESSIOAL UNIVERSITY Page 19lo
  20. 20. nectars in the fruit juice business. Pepsi has started out with a relatively unadventurous mango flavour but it will soon be putting guava and litchi on the shelves. If that‘s not enough, Pepsi Foods is also aiming at customers with more exotic tastes with an orange-apple combination and a tropical fruit fusion drink (a mix of mango, guava, pineapple, orange and apple juices). Dabur and Pepsi Foods aren‘t the only companies that are 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, Pepsi Foods, Godrej Industries‘ Foods Division, Mother Dairy and even the small Ladakh Foods are betting big money on this market by flooding it with new fruit beverages. ―It‘s a huge market with its potential still to be tapped,‖ says Sanjay Sharma, head of marketing at Dabur Foods. The results are on show to anyone who steps into a neighbourhood supermarket. There are now racks filled with fruit juices, nectars and drinks (the difference lies in the pulp content — juices are 100 per cent while drinks are below 20 per cent 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 and a mixed fruit variant. Even Godrej Industries Foods Division has introduced fruit juices under the Xs brand (which earlier only consisted of nectars) and a soya milk fruit juice based drink called Sofit this year. Parle Agro — of Frooti and N-joi fame — too is rumoured to be on the verge of new launches. To add to the buzz, players are now looking at different pack sizes and price points. New entrants are also expected to join the fray in the Rs 500-crore organised fruit beverage market (nectars, drinks and juices combined). One newcomer is likely to be Ahmedabad-based Pioma Industries — makers of the Rasna brand of soft drink concentrates, which test marketed a diluted mango juice in Andhra Pradesh, but dropped the launch plan after a lacklustre response. Industry experts predict that the company may try again either this year or the next. What‘s making all these players gung-ho about fruit beverages? For one, the fruit drink market (juice accounts for 30 per cent, nectar is 10 per cent and fruit drinks are 60 per cent of the market today) has grown at a 20 per cent to 25 per cent rate. Obviously, some segments are doing better than others. Fruit-based milk drinks (market size Rs 20 crore to Rs 25 crore) like N-joi are currently stagnating. But fruit-based soya milk, another emerging segment reckoned to be worth about Rs 15 crore to Rs 20 crore is expected to grow rapidly. Godrej, which recently launched the Sofit brand, is experimenting with this market for the second time. Ten years back, its soya milk brand Great Shakes failed miserably because of its taste. LOVELY PROFESSIOAL UNIVERSITY Page 20lo
  21. 21. But it‘s not just the health fad that has led to the growth spurt. Cola sales fell dramatically after the pesticide controversy and this seems to have benefited the fruit beverage industry. POSITIONING OF THE FRUIT JUICE AS A HEALTH PRODUCT Soft carbonated drinks (colas) grew 17 per cent in 2002 but fell 15 per cent 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 have seen in the last year. But this growth will continue since consumers are now hooked on.‖ ―What also made the market work is the fact that tetrapaks offered a solution to provide fruit juice practically fresh and preservative free,‖ says M P Pusalkar, executive director & president, Godrej Industries, Foods Division. The proliferation of supermarkets and malls in metros and mini-metros (key markets for this category), added to the growth story as well. And then there is the income factor. The other factors that have helped are the different pack sizes that players started offering in the last year. Tropicana launched a 500 ml pack at Rs 25 compared to a one litre pack for Rs 76. Says Subroto Chattopadhyay, executive director, Pepsi Foods, ―These new price points and packs are aimed at getting more consumers to try the new product, and in turn increase the consumer base.‖ All of this has resulted in increased in-home consumption of juices which has gone up from 30 per cent three years back to almost 80 per cent today. Says Dabur‘s Sharma, ―Consumers perceive this as the next best thing to having a fresh fruit. Convenience is no longer the selling point, the naturalness is.‖ Everyone now has big plans for the future. Dabur, which currently has a 55 per cent market share, wants to launch more Indian fruits and even fruit and vegetable juice combinations in the near future. It is also trying to bring down prices. So, it has launched Coolers 15 per cent cheaper than Real because it has a lower pulp content. And by setting up a food processing plant in Siliguri, West Bengal, Sharma says Dabur will source fruits directly from farmers and cut down raw material or pulp costs which comprise almost 30 per cent of the finished product. Similarly, other players like Godrej are also looking at launching new variants including combinations by year end. Parle Agro, which has been experimenting with sugarcane juice for sometime now, has launched mango Frooti in 65 ml packs in Pune, Gurgaon and Mumbai for Rs 5. A year back, it extended the Frooti brand into pineapple and orange variants as well as launching it in 250 ml and one litre PET bottles. Pepsi‘s Tropicana has tied up with equestrian sports and polo clubs to build bridges with the well-heeled young adults. Its recent sampling exercise included an interactive quiz reaching out to 200,000 students from 150 schools in Delhi. But the big issue is that they are all playing with the same fruits. It has to be seen how longconsumers can sip the same concoctions. RETAIL PRICING OF PEPSI TROPICANA VIS A VIS OTHER SIMILAR PRODUCTS LOVELY PROFESSIOAL UNIVERSITY Page 21lo
  22. 22. The details about the product follows in the order Product Name, Unit, MRP, Our Price: JUICE TROPICANA NATURE SWEET (ORANGE & GRAPE) 250ML 16.00 15.68 JUICE TROPICANA PINEAPPLE 250ML 16.00 15.68 JUICE TROPICANA ORANGE 250ML 16.00 15.00 DRINK GODREJ XS LITCHI PULP 250 ML 15.00 14.70 DRINK GODREJ XS MANGO PULP 250ML 15.00 14.70 JUICE REAL MIX FRUIT 200 ML 15.00 14.50 JUICE TROPICANA APPLE 200 ML 15.00 14.50 JUICE TROPICANA NATURE SWEET (ORANGE & GRAPE) 200 ML 14.00 13.70 JUICE TROPICANA ORANGE 200 ML 14.00 13.70 JUICE REAL ORANGE 200 ML 13.00 12.75 LOVELY PROFESSIOAL UNIVERSITY Page 22lo
  23. 23. OBJECTIVE OF THE STUDY (1) To study the brand awareness toward the Tropicana and Real fruit juice brand. (2) To study the parameters which mostly affect while purchasing the Tropicana and Real? Fruit juice brand. (3) To study the satisfaction level toward the Real and Tropicana fruit juice brand. (4) To compare the Tropicana and Real fruit juice brand. LOVELY PROFESSIOAL UNIVERSITY Page 23lo
  24. 24. REVIEW OF LITERATURE Uwe Faesel, Roy (1995) Examines the development of Polands fruit industry up to 1990, followed by the situation since that year, in which legislative reforms were introduced, mainly to break up state monopolies and to privatize state assets. Analyses the Polish fruit industry in the light of the resultant shift from a sellers to a buyers market, discussing the grower, wholesaling, processing and exporting sectors, and finally the role of marketing in exporting. Conducts a SWOT analysis of the industry, as a result of which makes recommendations for: increasing growers influence on exports; introducing a new wholesale marketing system; improving processing equipment; rationalizing exportprocedures to the advantage of domestic competition. Sees the current transport and communication set-ups as significant problems. Concludes that, although the temptation is to follow the capitalist route and opt for the smaller enterprise as an exporting unit, the old Communist-style large state enterprise is still the ideal vehicle for selling fruit of Polands calibre abroad. Nigel Poole, Laura (1996) Reports on research into the level of consumer awareness of the attributes of citrus fruit. Claims it is necessary to convert consumer attitudes towards healthy eating into appropriate consumer behaviour. Hypothesizes that consumer knowledge of some important attributes of fruit and vegetable products is low, and that better informed consumers might make better informed purchasing decisions. Describes the methodology and results of the survey which finds evidence that consumers are largely ill- informed about the attributes of the citrus fruit that they purchase. David Hughes (1996) Notes that fresh fruit consumption in the UK is low, relative to most other EU countries, and static. Also that fruits which can be grown commercially in the UK, such as apples and strawberries, show a declining trend. Observes that in an increasingly competitive market-place, fresh fruit does not meet the evolving wants of key consumer groups. concludes fruit marketing organizations must invest in research and development to produce strong consumer-orientated proprietary products and, then, provide them with the promotional support that premium products warrant if they are to survive and prosper in markets which will come under increasing competitive pressure in the next decade and century. Rosemary Duff (1999) This paper discusses the findings of a market research programme carried out by SMRC ChildWise on behalf of Tetra Pak UK Ltd, examining use of and attitudes to soft drinks among children and mothers. This is a product field of increasing interest to children as they grow, and their appreciation develops from being totally product-focused, to include packaging and then brand considerations. The research examined behaviour across the key drinking occasions that make up the child‘s day, looking in detail at drinks consumed at school. It is at school that a child‘s freedom of choice develops, and awareness of peer group influences becomes increasingly important. Children are highly receptive to new brands and flavours, but also demand professional packaging and promotional input for brands to be credible. Younger children appreciate having their own individual carton with a straw but, for older boys, a can is preferred, whilst girls like the practicalities of resealable bottles. Alistair Mowat, Ray Collins (1999)Supply chains in new and emerging agricultural industries typically lack information linking product quality with consumer behaviour. This case study of the emerging persimmon industry in Australia and New Zealand demonstrates how adopting a supply chain orientation LOVELY PROFESSIOAL UNIVERSITY Page 24lo
  25. 25. can address this situation. Assessing and modelling consumer response to product quality provides information that demonstrates to supply chain stakeholders how better product quality management can improve the performance of the whole chain. Emerging fruit industries, therefore, have more incentive to adopt a supply chain orientation if they understand quality- related factors that drive consumer satisfaction and repeat buying behaviour. Soyeon Shim, Kenneth Gehrt, Sherry Lotz (2001)Examines the Japanese fruit market, which, as a result of production and distribution factors, represents a viable target for fruit exporters around the world. The study provides guidance for fruit exporters by identifying three fruit-specific segments based on fruit-specific lifestyle factors. The process of identifying the lifestyle factors relies on a cross-culturally validated theoretical framework developed within the context of food consumption. Cluster analysis is used to identify the segments: creative/highly involved; practical/moderately involved, and aesthetic/uninvolved. These three segments of the everyday fruit consumption market are characterized in terms of fruit shopping, fruit consumption, and socioeconomic factors. The creative/highly involved segment, older and more traditional, represents today‘s heavy-consumer of fruit in Japan, followed closely by the practical/moderately involved segment. Although the aesthetic/uninvolved segment is composed of relatively light consumers, its demographics suggest that exporters need to develop this segment in order to succeed in this market. Michael S. Donaldson (2001)Reports the results of a survey of followers of the mostly raw, pure vegetarian, Hallelujah diet, which is promoted by the Hallelujah Acres Foundation in the USA. Seven-day semi-quantitative dietary records kept by 141 followers of the diet were collected and analyzed for nutrient intake. Claims self-reported improvements in health and quality of life after adoption of the diet were significant (p < 1E-07). Mean daily consumption of fruits and vegetables was 6.6 servings and 11.4 servings, respectively. Salads, fruits, carrot juice and grain products provided 60-88 per cent of most nutrients. The mean energy intake was 1,460kcal/day for women and 1,830kcal/day for men. Claims that, with some modifications, this diet pattern allows people to adopt a low calorie diet sufficient in most nutrients. Srini S. Srinivasan, Brian D. (2002) Previous researchers have established that brand names are important in determining perceptions of brand quality and attitude towards the product. In this research we investigate the role of brand name in shaping consumers‘ evaluation of search, experience, and credence attributes. The findings confirm that, prior to trial, brand name increases consumers‘ perception of experience and credence attribute performance evaluations. However, prior to trial, brand name is found not to affect consumers‘ perception of search attributes. Trial of the brand is found to reduce (and not eliminate) the advantage branded products have in enhancing consumers‘ perception of experience and credence attributes. Kenneth C. Gehrt, Soyeon Shim (2003) The study demonstrates the viability of situational segmentation in a market outside the USA. A number of situational segmentation studies in the USA have examined the snacking market. This study examines situational segmentation opportunities in the context of the Japanese snacking market. The study attempts to delineate a situationally-defined market structure for a broadly defined array of snack products. This is done by characterizing 18 snacks in terms of pertinent situational factors via dummy variable regression analysis; and grouping the snacks in terms of the similarity of their situational characterizations via cluster analysis. The study reveals four multi-product snack segments, including solitary snacking cluster, socializing ensemble cluster, high gravity socialization cluster, and morning home snack. The results show that situational segmentation is as effective in complementing more traditional segmentation approaches in Japan as it is in the USA. S.O. Aroyeun (2004) Cashew apple was used as a nutritional additive in the production of LOVELY PROFESSIOAL UNIVERSITY Page 25lo
  26. 26. yogurt. The yogurt so produced (CAY-A) had a higher vitamin C content of 53.70g/100ml than both samples B and C with values 14.1/100ml and 19.2g/100ml of vitamin C respectively. The cashew apple fortified yogurt was evaluated for physicochemical parameters like pH, refractive index, dpecific gravity, titratable acidity, ash, moisture, protein and fat and the values 4.10 (pH), 20° Brix soluble solid content, specific gravity 1.023, titratable acidity (0.78g/100ml lactic acid), 0.84 per cent ash, 77.0 per cent moisture, 3.22 per cent protein and 3.2 per cent fat were obtained. The three yogurts produced were presented to ten regular tasters of yogurt for sensory evaluations using Fan Milk yogurt as the reference sample C. Assessors were asked to identify the odd sample. This method was used to determine if ingredient substitution or some other change in the manufacturing process could result in a detectable difference in products. The result obtained indicated that the yogurt into which cashew apple had been added compared favorably with the reference sample in all the attributes evaluated and there was no significant difference at p = 0.05.. Douglas Sorenson, Joe Bogue (2005) The objective of this study is to identify the optimal product design attributes for a range of chilled probiotic orange juice beverages, and to evaluate the contribution of market-oriented research methodologies to the development and strategic marketing of innovative functional beverages. New product development (NPD) opportunities exist for probiotic juice-based beverages, although functionality should not be relied on solely to leverage a competitive advantage. Dilber Ulas, H. Bader Arslan (2006) The purpose of this study is to present a broad view and analysis of brand switching attitudes of cola consumers in Turkish cola market. Cola Turka, the new cola brand, has captured almost one-quarter of the market. It has the potential to create loyal consumers. Despite Coca-Cola preserving its dominance, Pepsi-Cola has been surpassed by this new product. Gunne Grankvist, Hans Lekedal, Maarit Marmendal (2007) The purpose of this article is to study whether preference for a product increased, or decreased, as a consequence of information that the product was either eco- or fair trade labelled. An additional purpose was to investigate associations between importance attached to values and preference for eco- and fair- trade labelled food products. No significant effects of the experimental manipulation were observed. Attaching greater importance to the value ―warm relationships with others‖ was associated with a more favourable rating of the taste of both eco- and fair-trade labelled juices. The value ―security‖ was positively associated with an increased taste preference for the group exposed to the fair trade, but not the eco, label. Mehdi Seltene, Olivier Brunel (2008) The objective of this paper is to evaluate brand extension from a consumer consumption perspective. The most relevant entity becomes both the product and the choice vector. This provides a different aspect of the heterogeneity as it concerns brand extension. The results confirm the importance of the consumption context in terms of evaluating a brand extension. The study shows that the effects of the context fit and the typicality are more important when the category to which the brand extension is found is sensitive to the consumption context. In contrast, the effect of the association fit is more important when the category to which the brand extension is found is less sensitive to the consumption context. Marianela Fornerino, François dHauteville (2010) This experimental research seeks to offer a method for measuring the respective product and brand contributions to the global perceived quality dimension in the case of five brands of orange juices. Results indicate an assimilation effect for the national brands, particularly strong with the most preferred brand, and a non-significant brand effect for the retailers brand, although both products were rated the same in the blind evaluation LOVELY PROFESSIOAL UNIVERSITY Page 26lo
  27. 27. RESEARCH METHDOLOGY Sample data collection This survey is as conducting in the context of retailer and consumer of Tropicana and Real fruit juice in dehradun 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 dehradun city Able to satisfy their retailer and consumer. Sample technique I will use in this research random sampling. Hypothesis formulation It is basically a presumption which researcher use when they do research they are two type Null Alternative Data collection The data collection would be: PRIMARY DATA : Questionnaire SECONDARY DATA : Journals, Internet, news paper etc. Sample design Retailer and consumer of dehradun city are including under this research and tell their satisfaction level. Sample size Sample size is going to be 100 respondents of retailer and 100 respondents of consumer. LOVELY PROFESSIOAL UNIVERSITY Page 27lo
  28. 28. Sample element Individual retailer and consumer are sampling element. Data source Both Primary and Secondary source of data would be used .The major type of information is used from primary data. Tool for data analysis We will be using the applicable tools and techniques of SPSS as per required with time. LOVELY PROFESSIOAL UNIVERSITY Page 28lo
  29. 29. HYPOTHESIS For consumer Null hypothesis- 1) H0-Gender has no effect on consumer satisfaction. 2) H0-Age group has no effect on consumer satisfaction. 3) H0-Quantity has no effect on consumer satisfaction. 4) H0-Preferred channel for purchasing has no effect on consumer satisfaction. 5) H0-Product quality has no effect on consumer satisfaction. 6) H0-Advertising has no effect on consumer satisfaction. Alternate hypothesis- 1) H1-Gender has a great effect on consumer satisfaction. 2) H1-Age group has a great effect on consumer satisfaction. 3) H1-Quantity has a great effect on consumer satisfaction. 4) H1-Preferred channel for purchasing has a great effect on consumer satisfaction. 5) H1-Product quality has a great effect on consumer satisfaction. 6) H1-Advertising has a great effect on consumer satisfaction. For retailer Null hypothesis- 7) H0-Time of selling has no effect on retailer satisfaction. 8) H0-Source of information has no effect on retailer satisfaction. 9) H0-parameters have no effect on retailer satisfaction. 10) H0-Information of scheme has no effect on retailer satisfaction. 11) H0-Product quality has no effect on retailer satisfaction. 12) H0-Type of conveniences has no effect on retailer satisfaction. Alternate hypothesis- 7) H1-Time of selling has a great effect on retailer satisfaction. 8) H1-Source of information has a great effect on retailer satisfaction. 9) H1-parameters have a great effect on retailer satisfaction. 10) H1-Information of scheme has a great effect on retailer satisfaction. 11) H1-Product quality has a great effect on retailer satisfaction. 12) H1-Type of conveniences has a great effect on retailer satisfaction. LOVELY PROFESSIOAL UNIVERSITY Page 29lo
  30. 30. DATA ANALYSIS AND INTERPRETATION For consumer ONEWAY CONSUMER SATISFACTION BY GENDER /MISSING ANALYSIS. /POSTHOC = SCHEFFE ALPHA (.05). ANOVA CONSUMER SATISFACTION Sum of Squares Df Mean Square F Sig. Between Groups 230.670 1 230.670 11.863 .001 Within Groups 1827.736 94 19.444 Total 2058.406 95 Null hypothesis Alternate hypothesis H0-gender has no effect on consumer H1- gender has a great significance on satisfaction consumer satisfaction Interpretation: As per our null hypothesis and as per our alternate hypothesis, we applied our hypothesis formulation which came out with the following results: On applying ONE WAY ANOVA for checking effect of gender on consumer satisfaction , we came up with conclusion that the significance level is less than the alpha value(.001 < 0.05). Therefore rejecting NULL HYPOTHESIS due to greater significance of gender on consumer satisfaction. LOVELY PROFESSIOAL UNIVERSITY Page 30lo
  31. 31. ONEWAY CONSUMER SATISFACTION BY AGE GROUP /MISSING ANALYSIS. /POSTHOC = SCHEFFE ALPHA (.05). ANOVA CONSUMER SATISFACTION Sum of Squares df Mean Square F Sig. Between Groups .621 1 .621 .028 .867 Within Groups 2057.785 94 21.891 Total 2058.406 95 Null hypothesis Alternate hypothesis H0-age group has no effect on CONSUMER H1- age group has a great significance on satisfaction CONSUMER satisfaction Interpretation: As per our null hypothesis and as per our alternate hypothesis, we applied our hypothesis formulation which came out with the following results: On applying ONE WAY ANOVA for checking effect of age group on CONSUMER satisfaction , we came up with conclusion that the significance level is greater than the alpha value(.867 > 0.05). Therefore accepting NULL HYPOTHESIS due to lower significance of age group on CONSUMER satisfaction. LOVELY PROFESSIOAL UNIVERSITY Page 31lo
  32. 32. ONEWAY CONSUMER SATISFACTION BY QUANTITY /MISSING ANALYSIS. /POSTHOC = SCHEFFE ALPHA (.05). ANOVA CONSUMER SATISFACTION Sum of Squares Df Mean Square F Sig. Between Groups 100.436 4 25.109 1.167 .331 Within Groups 1957.970 91 21.516 Total 2058.406 95 Null hypothesis Alternate hypothesis H0-Quantity has no effect on consumer satisfaction H1- Quantity has a great effect on consumer satisfaction Interpretation: As per our null hypothesis and as per our alternate hypothesis, we applied our hypothesis formulation which came out with the following results: On applying ONE WAY ANOVA for checking effect of quantity on consumer satisfaction , we came up with conclusion that the significance level is greater than the alpha value(.331 > 0.05). Therefore accepting NULL HYPOTHESIS due to lower significance of quantity on consumer satisfaction. LOVELY PROFESSIOAL UNIVERSITY Page 32lo
  33. 33. ONEWAY CONSUMER SATISFACTION BY PREFERRED CHANNEL /MISSING ANALYSIS. /POSTHOC = SCHEFFE ALPHA (.05). ANOVA CONSUMER SATISFACTION Sum of Squares df Mean Square F Sig. Between Groups 100.436 4 25.109 2.157 .221 Within Groups 1957.970 91 21.516 Total 2058.406 95 Null hypothesis Alternate hypothesis H0-Preferred channel has no effect on consumer H1- Preferred channel has a great effect on satisfaction consumer satisfaction Interpretation: As per our null hypothesis and as per our alternate hypothesis, we applied our hypothesis formulation which came out with the following results: On applying ONE WAY ANOVA for checking effect of Preferred channel on consumer satisfaction , we came up with conclusion that the significance level is greater than the alpha value(.221 > 0.05). Therefore accepting NULL HYPOTHESIS due to lower significance of preferred channel on consumer satisfaction. LOVELY PROFESSIOAL UNIVERSITY Page 33lo
  34. 34. ONEWAY CONSUMER SATISFACTION BY PRODUCT QUALITY /MISSING ANALYSIS. /POSTHOC = SCHEFFE ALPHA (.05). ANOVA CONSUMER SATISFACTION Sum of Squares df Mean Square F Sig. Between Groups 198.778 3 66.259 3.278 .024 Within Groups 1859.629 92 20.213 Total 2058.406 95 Null hypothesis Alternate hypothesis H0-product quality has no effect on consumer H1- product quality has a great significance on satisfaction consumer satisfaction Interpretation: As per our null hypothesis and as per our alternate hypothesis, we applied our hypothesis formulation which came out with the following results: On applying ONE WAY ANOVA for checking effect of product quality on consumer satisfaction , we came up with conclusion that the significance level is less than the alpha value(.024 < 0.05). Therefore rejecting NULL HYPOTHESIS due to greater significance of product quality on consumer satisfaction. LOVELY PROFESSIOAL UNIVERSITY Page 34lo
  35. 35. ONEWAY CONSUMER SATISFACTION BY ADVERTISING /MISSING ANALYSIS. /POSTHOC = SCHEFFE ALPHA (.05). ANOVA CONSUMER SATISFACTION Sum of Squares df Mean Square F Sig. Between Groups 48.467 1 48.467 2.267 .136 Within Groups 2009.940 94 21.382 Total 2058.406 95 Null hypothesis Alternate hypothesis H0-advertising has no effect on consumer H1- advertising has a great significance on satisfaction consumer satisfaction Interpretation: As per our null hypothesis and as per our alternate hypothesis, we applied our hypothesis formulation which came out with the following results: On applying ONE WAY ANOVA for checking effect of advertising on consumer satisfaction , we came up with conclusion that the significance level is greater than the alpha value(.136 > 0.05). Therefore accepting NULL HYPOTHESIS due to higher significance of advertising on consumer satisfaction. LOVELY PROFESSIOAL UNIVERSITY Page 35lo
  36. 36. For retailer ONEWAY RETAILER SATISFACTION BY TIME OF SELLING /MISSING ANALYSIS. /POSTHOC = SCHEFFE ALPHA (.05). ANOVA RETAILER SATISFACTION Sum of Squares Df Mean Square F Sig. Between Groups 230.670 1 230.670 11.863 .004 Within Groups 1827.736 94 19.444 Total 2058.406 95 Null hypothesis Alternate hypothesis H0-Time of selling has no effect on retailer H1- Time of selling has a great effect on retailer satisfaction satisfaction Interpretation: As per our null hypothesis and as per our alternate hypothesis, we applied our hypothesis formulation which came out with the following results: On applying ONE WAY ANOVA for checking effect of Time of selling on retailer satisfaction , we came up with conclusion that the significance level is less than the alpha value(.004 < 0.05). Therefore rejecting NULL HYPOTHESIS due to greater significance of Time of selling on retailer satisfaction. LOVELY PROFESSIOAL UNIVERSITY Page 36lo
  37. 37. ONEWAY RETAILER SATISFACTION BY SOURCE OF INFORMATION /MISSING ANALYSIS. /POSTHOC = SCHEFFE ALPHA (.05). ANOVA RETAILER SATISFACTION Sum of Squares df Mean Square F Sig. Between Groups .621 1 .621 .028 .772 Within Groups 2057.785 94 21.891 Total 2058.406 95 Null hypothesis Alternate hypothesis H0-Source of information has no effect on H1- Source of information has a great effect on retailer satisfaction retailer satisfaction Interpretation: As per our null hypothesis and as per our alternate hypothesis, we applied our hypothesis formulation which came out with the following results: On applying ONE WAY ANOVA for checking effect of Source of information on retailer satisfaction , we came up with conclusion that the significance level is greater than the alpha value(.772 > 0.05). Therefore accepting NULL HYPOTHESIS due to lower significance of Source of information on retailer satisfaction. LOVELY PROFESSIOAL UNIVERSITY Page 37lo
  38. 38. ONEWAY RETAILER SATISFACTION BY PARAMETERS /MISSING ANALYSIS. /POSTHOC = SCHEFFE ALPHA (.05). ANOVA RETAILER SATISFACTION Sum of Squares df Mean Square F Sig. Between Groups 100.436 4 25.109 1.167 .323 Within Groups 1957.970 91 21.516 Total 2058.406 95 Null hypothesis Alternate hypothesis H0-Parameters has no effect on retailer satisfaction H1- Parameters has a great effect on retailer satisfaction Interpretation: As per our null hypothesis and as per our alternate hypothesis, we applied our hypothesis formulation which came out with the following results: On applying ONE WAY ANOVA for checking effect of parameters on retailer satisfaction , we came up with conclusion that the significance level is greater than the alpha value(.323 > 0.05). Therefore accepting NULL HYPOTHESIS due to lower significance of parameters on retailer satisfaction. LOVELY PROFESSIOAL UNIVERSITY Page 38lo
  39. 39. ONEWAY RETAILER SATISFACTION BY INFORMATION OF SCHEME /MISSING ANALYSIS. /POSTHOC = SCHEFFE ALPHA (.05). ANOVA RETAILER SATISFACTION Sum of Squares Df Mean Square F Sig. Between Groups 100.436 4 25.109 2.157 .219 Within Groups 1957.970 91 21.516 Total 2058.406 95 Null hypothesis Alternate hypothesis H0-Information of scheme has no effect on retailer H1- Information of scheme has a great effect on satisfaction retailer satisfaction Interpretation: As per our null hypothesis and as per our alternate hypothesis, we applied our hypothesis formulation which came out with the following results: On applying ONE WAY ANOVA for checking effect of information of scheme retailer satisfaction , we came up with conclusion that the significance level is greater than the alpha value(.219 > 0.05). Therefore accepting NULL HYPOTHESIS due to lower significance of information of scheme retailer satisfaction. LOVELY PROFESSIOAL UNIVERSITY Page 39lo
  40. 40. ONEWAY RETAILER SATISFACTION BY PRODUCT QUALITY /MISSING ANALYSIS. /POSTHOC = SCHEFFE ALPHA (.05). ANOVA CONSUMER SATISFACTION Sum of Squares Df Mean Square F Sig. Between Groups 198.778 3 66.259 3.278 .035 Within Groups 1859.629 92 20.213 Total 2058.406 95 Null hypothesis Alternate hypothesis H0-product quality has no effect on retailer H1- product quality has a great effect on retailer satisfaction satisfaction Interpretation: As per our null hypothesis and as per our alternate hypothesis, we applied our hypothesis formulation which came out with the following results: On applying ONE WAY ANOVA for checking effect of product quality on retailer satisfaction , we came up with conclusion that the significance level is less than the alpha value(.035 < 0.05). Therefore rejecting NULL HYPOTHESIS due to greater significance of product quality on retailer satisfaction. LOVELY PROFESSIOAL UNIVERSITY Page 40lo
  41. 41. ONEWAY RETAILER SATISFACTION BY CONVINCES /MISSING ANALYSIS. /POSTHOC = SCHEFFE ALPHA (.05). ANOVA CONSUMER SATISFACTION Sum of Squares Df Mean Square F Sig. Between Groups 48.467 1 48.467 2.267 .223 Within Groups 2009.940 94 21.382 Total 2058.406 95 Null hypothesis Alternate hypothesis H0-Convinces has no effect on retailer H1- Convinces has a great significance on satisfaction retailer satisfaction Interpretation: As per our null hypothesis and as per our alternate hypothesis, we applied our hypothesis formulation which came out with the following results: On applying ONE WAY ANOVA for checking effect of Convinces on retailer satisfaction , we came up with conclusion that the significance level is greater than the alpha value(.223 > 0.05). Therefore accepting NULL HYPOTHESIS due to higher significance of Convinces on retailer satisfaction. LOVELY PROFESSIOAL UNIVERSITY Page 41lo
  42. 42. For consumer (1) Gender of respondents A) Male B) Female Male Female Total No. of respondents 70 30 100 Percentage 70 30 100 30% 70% INTERPRETATION:- In this study 70 % male and 30% female respondents are part of my target population and they help me to fulfill my questionnaire from different area of Dehradun city. LOVELY PROFESSIOAL UNIVERSITY Page 42lo
  43. 43. (2) Your age group A) Below 18 B) 18-25 C) Above 25 Below 18 18-25 Above-25 Total No. of respondents 10 60 30 100 Percentage 10 120 60 100 30% 10% 60% INTERPRETATION:- In this study 10% respondents are of below 18 age ,60% respondents are between 18-25 and 30% respondents are above 25 . LOVELY PROFESSIOAL UNIVERSITY Page 43lo
  44. 44. (3) Which type of fruit juice brands you are aware mostly? A) Tropicana B) Real C) Other Tropicana Real Other Total No. of respondents 40 35 25 100 Percentage 40 35 25 100 25% 40% 35% INTERPRETATION:- In this study 40% respondents are aware about Tropicana juice,35% are aware of Real and 25 % of other. Maximum respondents are aware about Tropicana juice so Tropicana have a good awareness in Dehradun city. LOVELY PROFESSIOAL UNIVERSITY Page 44lo
  45. 45. (4) Through which medium you come to know about your preferred fruit drink? A) Hording and banners B) News paper and magazine C) TV/Radio D) Any other H.& banners N.&magazine TV/Radio Any other Total No. of respondents 30 35 20 15 100 Percentage 30 35 20 15 100 15% 30% 20% % 35% Interpretation:- 35% respondents know their fruit juice drink through news and magazine and 30% respondents have knowledge through hoarding and banners so I found that distributor had capture on hoardings and banners and news and magazines for attracting the consumer in Dehradun city. LOVELY PROFESSIOAL UNIVERSITY Page 45lo
  46. 46. (5) For Whom do you buy fruit drink? A) Myself B) Family C) Children D) Social occasion Myself Family Children Socical Occasion Total N of respondents 45 25 28 2 100 Percentage 45 25 28 2 100 2% 28% 25% 45% INTERPRETATION:- 45% respondents are buy juice for their self, 28% for children ,25% for family and 2% for social occasion so we find that most of consumer are buying juice for himself. LOVELY PROFESSIOAL UNIVERSITY Page 46lo
  47. 47. 6) What quantity do you usually prefer to buy? A) 200-250 B) 300 C) 500ml D) 1Lt. 200-250 300 500 1lt. Other No of respondents 45 12 30 13 100 Percentage 45 12 30 13 100 13% 45% 30% 12% INTERPRETATION:- 45% respondents are like to buy 200-250 ml. juice pack ,12% like 300ml. So small pack is selling in big number in Dehradun city. LOVELY PROFESSIOAL UNIVERSITY Page 47lo
  48. 48. (7) Rank the following drinkon the scale of 1-5 you like most A) Tropicana B) Real C) Maaza D) Slice E) Appy F) Frooti G)Mangola H) Pulpy orange I) Twister J) Other Tropicana real Mazza slice appy frooyi Mangola Pulpy twiter other o. No. of respondents 18 1 2 3 4 5 12 2 1 3 4 5 16 3 2 1 4 5 10 5 2 3 4 1 19 4 1 3 2 5 7 5 4 3 1 2 8 2 1 3 5 4 7 4 1 2 3 5 3 5 3 2 1 4 100 LOVELY PROFESSIOAL UNIVERSITY Page 48lo
  49. 49. INTERPRETATION:- Mostly respondents are give rank 1 to Tropicana, real ,slice, and Maaza, rank 2 has gone to real and frooty and rank 3 is for Appy. Other give their response according to their taste. So I find that Tropicana is like the most people and after that Real, Slice, Maaza etc. LOVELY PROFESSIOAL UNIVERSITY Page 49lo
  50. 50. (9) Which is your most preferred channel for purchasing fruit drink ? A) Retail store/grocery store B) Super market/hyper market C) Cine plexus D) Pan shop/kiosks E) Restaurant F) Travel Retail/g.store S,market/H.market Cine Pan Rest. travel Total plexus shop/K. No. of res. 35 20 5 15 20 5 100 percentage 35 20 5 15 20 5 100 5% 20% INTERPRETATION:- Most preferred channel for consumer is retail and general store.35% consumer expreessed that they purchase fruit drink from retail and general store. Whereas 40% sales is contributed by the super market and restaurant. Rest of the sales are from cine plexus, pan shop, travel etc. LOVELY PROFESSIOAL UNIVERSITY Page 50lo
  51. 51. (10) Does advertising and promotion influence your purchasing decision? A) Yes B) No Yes no Total No of respondents 65 35 100 Percentage 65 35 100 35% 65% INTERPRETATION:- According to this data 65% respondents are influencing through advertisement, 35% respondents are not influencing through advertising. LOVELY PROFESSIOAL UNIVERSITY Page 51lo

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