report on fruit juice[1]

8/7/2019 Report on Fruit Juice[1]

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INTRODUCTION

1.1 OVERVIEW ABOUT JUICES

Juice is a liquid naturally contained in vegetable orfruit tissue. For example, orange juice is the

liquid extract of the fruit of the orange tree. Juice may be supplied in concentrate form, requiring

the user to add waterto reconstitute the liquid back to its 'original state' (Generally, concentrates

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have a noticeably different taste than their comparable "fresh-squeezed" versions.) Juice should

not be confused with a squash, which is usually an artificial juice to be diluted with water.

Common methods for preservation and processing of fruit juices include evaporation and spray

drying.

Fruit juices are perceived as anytime beverages, with consumption being spread more or less

evenly between the mid-mornings, afternoons and evenings. And GeneratioNow is as much

inclined to sipping fruit juices as colas, with teenagers driving the maximum trials.

Average Indian may have a legendary weakness for mango, but when it comes to preference of

fruit-based juices, his choices are in tune with international trends. Therefore, it is orange juice

that is the most preferred fruit juice flavour in India, followed by apple, sweet orange and mixed

fruit. With people turning more health conscious, the non-carbonated beverage segment has

become one of the fastest growing and most exciting businesses at the moment. For some time

now, manufacturers have experimented with some of the formulation and taste issues, offering

the consumers better tasting, more healthful alternatives. Evolving from drinks containing a hint

of herbs or vitamins, beverages have become an important delivery vehicle for efficacious

amounts of nutritional ingredients. Beverages are unusual products in that everyone expects to try

new varieties, even from established brands.

While all segments of the beverage market are evolving, the growth seems to be directed more

towards healthy, light and low-calorie drinks, in particular organic and fruit juice varieties.

The Rs 500 crore non-carbonated beverage market in the country is composed of fruit drinks,

nectar and juices. While the fruit drink segment is estimated at Rs 250-300 crore (branded and

packaged), the juice market is valued at Rs 150 crore and the nectar is a small category of about

Rs 35-50 crore. And the popular brands vying for a share in the sector are Parle's Frooti, Godrej's

Jumpin, Coca Cola's Maaza, Pepsi's Tropicana, and Dabur's Real, Nastle's Milo, Soy milk from

ProSoya and branded fruit juices from Surya Foods among others.

Most packaged juice drinking consumers travel abroad on holidays. Other attributes of branded

juice consumers include employment of domestic help, ownership of assets and credit cards, and

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health consciousness with 80 per cent respondents going to aerobic classes or working out at

gymnasiums

Juice normally has a pretty defined level ofpurity; this is -100% in some countries. In Bulgariaand New Zealand (and possibly others), juice denotes a sweetened fruit extract, whereas nectar

denotes a pure fruit or vegetable extract; these terms are reversed in other countries, Norway and

Spain among them.

Popular juices include apple, orange, lemon, cranberry, grapefruit, pineapple, tomato,

blackcurrant, grape, andpomegranate. It has become increasingly popular to combine a variety of

fruits into single juice drinks. One of the most popular examples is Carrot, Orange and Ginger.

Prepackaged single fruit juices have lost market share to prepackaged fruit juice combinations. A

number of new companies have had considerable success supplying prepackaged fruit juice

combinations on the basis of this transition.

The branded fruit juice market in India is estimated to be worth Rs 500 crore organised fruit

beverage market (nectars, drinks and juices combined) and the segment is growing at about 30

per cent per annum. Big players like Dabur, Pepsi, Godrej and Parle Agro are already in the

market and in view of the swift growth in the market; newcomers like Surya Foods and Agro,

Mother Dairy, Ladakh Foods, Pioma Industries have come into the market with new products in

the recent years.

The market share of Dabur's Real Fruit juice is now 51 per cent No doubt Dabur's Real Fruit juice

is the market leader followed by Pepsi's Tropicana. The two major fruit juice makers in India,

Tropicana and Dabur are going all out to tease Indian taste buds with ethnic flavours. However,

Godrej's Jumpin is slowly achieving its space in the fruit juice market. Godrej Industries Foods

Division has introduced fruit juices under the Xs brand, which earlier only consisted of nectars.

Parle Agro's Frooti and N-Joi too are doing well in the market. Delhi NCR-based Surya Foods

and Agro Ltd, manufacturers of Priyagold biscuits, has forayed into the juices segment. Mother

Dairy has recently launched the Safal brand of juices.

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1.2 MAJOR PLAYERS

Real juices from Dabur Foods

Dabur India Limited is the fourth largest FMCG Company in India with interests in Health care,

Personal care and Food products. Building on a legacy of quality and experience for over 100

years, today Dabur has a turnover of Rs.2233.72 crore with powerful brands like Dabur Amla,

Dabur Chyawanprash, Vatika, Hajmola & Real. The first Dabur plant was set up in 1896 and

research laboratories established in 1919. Dabur became a public limited company in 1986.

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Dabur has proven its expertise in the fields of health care,personal care,Homecare and Foods.The

business based on the vision of founder Dr S K Burman - "What is life that cannot bring comfort

to others",started as a small pharmacy products.Two decades later the selling health care

company entered the specialised area of Ayurvedic medicines and branded its products.With

growing demand,Dabur shifted its operations to Delhi in 1972 and a few years later set up full-

fledged research operations in healthcare. In the early 1990s,with the economy opening up,the

company identified various investment

opportunities to accelerate its growth.The management also realized the importance of scaling up

its operations and decided to go public during mid-nineties.It is during this time that the company

also decided to professionalise its operations by curtailing the role of the promoter family and

inducting professionals from outside to take charge.

Subsequently in 1996,Dabur India set up its own foods division - Dabur Foods,as wholly owned

subsidiary of Dabur India.

The company,headquartered in Ghaziabad, Uttar Pradesh,is today listed on Indian stock

exchanges and commands a valuation of over US$ 1.5 billion.Operating through various business

divisions supported by manufacturing presence spread in India and overseas,the company has

been ranked amongst the Best under a Billion list by Forbes.

The company has over 12 manufacturing units in India & abroad.The international facilities are

located in Nepal,Dubai,Bangladesh,Egypt and Nigeria.Three of the facilities in India are

strategically located in excise duty free zones -Rudrapur (Uttaranchal),Baddi (Himachal Pradesh)

and Jammu.With the acquisition of Balsara,Dabur now has additional facilities at Baddi &

Silvassa (Dadar & Nagar Haveli).The company has a multi- fruit processing plant at Siliguri(West Bengal) for production of pulp and concentrates.

Dabur Foods introduced for the first time in the Indian market Cranberry juice - Real Cranberry

Nectar. An innovative product from Dabur Foods' portfolio, Real Cranberry Nectar is exotic fruit

juice nectar, available in 1-litre packs. According to sources, Real Cranberry offers the exotic

flavour and nutritive value of cranberries, rich in vitamins, minerals and antioxidants, which

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make it a healthy beverage. Dabur Foods' flagship brand, Real offers the largest range of fruit

juices, which are an assortment of traditional Indian and international flavours - orange, mango,

tomato, pineapple, mixed fruit, grape, guava, litchi and cranberry. Real Fruit Juice is a packaged,

100 per cent preservative-free fruit juice brand offering consumers the great taste and wholesome

nutrition of freshly squeezed juice in a hygienic and attractive pack. Dabur Foods is the only juice

company in India and among the top 5 companies in the world to use the latest spin cap tetra

pack, cold fill technology and spill-proof double seal cap for packaging. Real Fruit Juice is

India's first and only packaged Fruit Juice brand to get SGS (Societe Generale de Surveillance)

certifications for high safety standards used in packaging that conform to the stringent HACCP

and GMP standards. The brand has also won the award for 'Highest sales growth achieved by a

brand' in the non-dairy category. Dabur Foods also launched preservative-free fruit juice a sub-brand Real Junior in 2004, targeted at kids below six years - creating an age-specific market

segmentation. This is claimed to be a first of its kind segmentation in the Indian fruit juice market

in keeping with Dabur's marketing strategy of segmenting the market with customised fruit

juices. Real Junior has two flavours - mango and apple, enriched with calcium, in 125 ml packs

for children below six years. The vibrant packs with animated fruit characters are intended to

appeal to children by highlighting the taste and nutrition of Real Junior. Dabur Foods has a

portfolio of nine variants under the Real brand, which offers the largest range of fruit juices - an

assortment of traditional Indian and international flavours - orange, mango, tomato, pineapple,

mixed fruit, grape, guava, litchi and cranberry.

Dabur Foods has constantly been introducing innovative variants like Real Activ Orange Carrot -

India's first fruit-vegetable juice. The company has also launched multiple-size options to kids

like Real Fruit Juice School packs that suit varied consumption needs and occasions. Dabur

Foods had launched "India's first" packaged, fruit-plus-vegetable juice, Real Activ Orange

Carrot, a blend of juicy oranges and sweet carrots. A nutritious powerhouse to boost the health.

This powerful combo brings together the taste and nutrition of orange, with the beta-carotene rich

carrot juice that is recognised by health experts as the 'wonder juice'. Packed with high amount of

antioxidants Vitamins A, C and E, Real Activ Orange Carrot juice provides instant rejuvenation

to body and also strengthens the immunity levels. Real Activ Orange Carrot juice is a delicious

and convenient way to include more vitamins and minerals in your diet. Carrot juice, also known

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as the 'miracle juice,' is beneficial for eyes, skin and the digestive system. Orange juice provides

energy, relieves nausea and also helps in improving resistance of the body. Real Activ is targeted

at health conscious young executives for whom fitness is a way of life and is available in orange

and apple flavours.

Pepsi's Tropicana

PepsiCo is a world leader in convenient snacks, foods and beverages, with revenues of more than

$39 billion and over 185,000 employees.

The company consists of PepsiCo Americas Foods (PAF), PepsiCo Americas Beverages (PAB)

and PepsiCo International (PI).

PAF includes Frito-Lay North America, Quaker Foods North America and all Latin America

food and snack businesses, including Sabritas and Gamesa businesses in Mexico. PAB includes

PepsiCo Beverages North America and all Latin American beverage businesses. PI includes all

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PepsiCo businesses in the United Kingdom, Europe, Asia, Middle East and Africa. PepsiCo

brands are available in nearly 200 countries and generate sales at the retail level of more than $98

billion.

Some of PepsiCo's brand names are more than 100-years-old, but the corporation is relatively

young. PepsiCo was founded in 1965 through the merger of Pepsi-Cola and Frito-Lay. Tropicana

was acquired in 1998 and PepsiCo merged with The Quaker Oats Company, including Gatorade,

in 2001.

PepsiCo offers product choices to meet a broad variety of needs and preference -- from fun-for-

you items to product choices that contribute to healthier lifestyles.

PepsiCos mission is To be the world's premier consumer products company focused on

convenient foods and beverages. We seek to produce healthy financial rewards to investors as

we provide opportunities for growth and enrichment to our employees, our business partners and

the communities in which we operate. And in everything we do, we strive for honesty, fairness

and integrity.

Pepsi's Tropicana brand fruit juice has registered double digit growth and has outpaced the

growth of the packaged fruit juices market in India. India is a very important market for

Tropicana and is among the top 10 biggest markets for the brand. The company sources orange

juice concentrates from Brazil. Tropicana is available in orange, apple, grape and cranberry

flavours and a cocktail in Ruby-red. They come in Tetrapaks of one litre and PET bottles of 500

ml and one litre.Tropicana has launched a sub-brand Tropicana Tropics and is introducing new

flavours mango nectar, guava pulp and litchi juice under this brand. It may be recalled that Pepsihad launched mango and litchi flavours earlier under its fruit drink brand 'Slice' in returnable

glass bottles. Tropicana juices have 80 per cent fruit pulp content. At present Tropicana has about

seven flavours in the market - apple, pineapple, orange, apple orange, grape and mixed fruit. The

company is now working on building the same capacities for other fruits like guava, pineapple,

papaya pulp, grapes and pomegranate. PepsiCo teamed up with Punjab Agri Export Corporation

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for a joint citrus cultivation project in 2003 in Punjab. The company was looking for a similar

deal with pineapple farmers in Kerala. Dabur Foods is going local with a vengeance with its fruit

juices. It is also aiming to expand its market by introducing juices with a lower price tag. The

company has launched a new brand 'Coolers' in four variants - green mango, pomegranate,

jamun, and water melon with one litre of Cooler priced at Rs 50. Coolers like Tropicana Tropics

also contains only 20 per cent of fruit pulp against over 80 per cent in Real variants.

According to sources, Tropicana Pure Premium orange juice is made from one thing - Orange.

Original with no pulp, Homestyle with some pulp, and Grove stand with lots of pulp. Also look

for the Calcium fortified products: Calcium plus Vitamin D with no pulp, and Grove stand (Lots

of Pulp) with Calcium. Tropicana Pure Premium is the orange juice brand.

PepsiCo India has launched Tropicana Twister- its international fruit drink brand in India. The

fruit drink is targeted at young adults who are on the lookout for natural refreshment on the go.

The company said the product would be launched in in a phased manner, starting first with the

southern states of Tamil Nadu, Andhra Pradesh and Karnataka.

Safal juices from Mother Dairy

Mother Dairy Food Processing Limited (MDFPL), a wholly owned subsidiary of National Dairy

Development Board (NDDB), is a leading branded milk and dairy products manufacturer of the

country. Enjoying over 60% of market share in processed milk business in the national capital

region of Delhi, MDFPL has the rare distinction of selling nearly 20 lakh litres of milk on any

given day in Delhi. Utilising its 25 (eight owned and 17 outsourced) manufacturing facilities, the

company is coming out with over 100 varieties of ice-creams and a wide range of milk based

products. MDFPL brands "Mother Dairy" (dairy products) and "Safal" (horticulture products) are

now making their presence in other Indian cities - Mumbai and then Hyderabad being the latest.

The company is also exploring export possibilities for all its products

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Safal has its origin in the Fruit & Vegetable project established by NDDB in 1986 to undertake

integrated marketing of horticultural produce under the brand name "Safal". In fact, the

emergence of branded frozen vegetables in the country began with Safal.

The product portfolio has grown over the years to include a wide range of:

Fresh fruits and vegetables - marketed through 300 F & V Booths in Delhi & NCR

Frozen vegetables - Peas, Corn & Mixed Vegetable.

Processed products like jams, Pickles , ketchups etc.

Fruits Juices & Nectars : Orange, Mixed Fruit, Orange Apple, Mango, Grape & Guava.

Today, Safal is the market leader in the frozen peas category with over 60% market share

nationally with a turnover of Rs. 165 crores (including exports).

The unique IQF technology that ensures that each and every pea is frozen individually thus

preserving the freshness and nutrition, which helps impart a taste closest to that of fresh peas, is

what sets Safal apart from other brands.

Safal has a network of 300 exclusive retail outlets for selling these products in Delhi & NCR,

supported by one of the most modern produce handling and processing facilities, located at

Mongolpuri, New Delhi.

A state-of-the-art fruit processing plant was set up in Mumbai in 1996

A 100% export oriented unit

Produces fruit pulp for export to various countries like U.S.A., U.K., Middle East,

Holland, Korea, Canada, Japan, Iran, Singapore, Germany, Russia

Has gained reputation as a reliable supplier of superior quality products in the

international markets and is supported by a marketing office in Rotterdam.

Mother Dairy has launched packaged fruit juices under the Safal brand. This is nearly 20 years

after it launched its 'Safal' brand of processed Encouraging small and medium scale units in

export promotion efforts. Enlisting the involvement and support of the State Governments in

India for promotion of India's foreign trade. Providing trade information services through

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electronic accessibility at Business Information Centre, the ITPO sources added. He also said that

a comprehensive range of services is provided to the overseas buyers. "We inform and advise

them of product availability, price structure, reliable structure, delivery schedules, quality control

status and special information that an overseas buyer may need.

A catalyst with a selective integrated approach to exports, Aahar concentrates on specific buyers

in overseas markets, specific exports and specific products. It is this micro or pinpointed

approach to export promotion which marks it out from other export promotion exhibition in the

country. For foreign visitors and exhibitors the ITPO sources said, "Arrive in India and leave the

rest to us to fix appointments with Indian exporters, organise visits to manufacturing units,

arrange display of products for foreign companies, locate suitable manufacturers to carry out

modification and product adaptation, identify manufacturing units for export-oriented joint

ventures; and supply data on capacity, equipment, quality control, etc.".

Mother Dairy sees enormous scope for its brand to grow in the juice category which is currently

dominated by just two playersPepsiCo Indias Tropicana and Dabur Foods Real. The market

is growing at a healthy rate of 20-25 per cent and with changing lifestyles and rising levels of

health consciousness, the market is likely to. grow to Rs 400 crore in the next 4-5 years.

OTHER BRANDS IN MARKET

Jumpin, Xs from Godrej

The foods division of Godrej Industries has been one of the pioneers in the fruit drinks and fruit

nectar categories in India. It offers two well-known brands - Jumpin and Xs. Jumpin - this range

of fruit drinks is available in four flavours: mango, pineapple, apple and orange. It comes in an

innovative baseline pack design that is trendy and easy to hold. Flavour retention is high and

freshness of taste is never lost. Jumpin can be enjoyed straight or in a punch or cocktail. It is

available in slim packs of 200 ml in trays of 27 (straws provided). Also available in 1000 ml

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packs. Xs - this brand comes in three flavours: mango, litchi and orange. Xs contains high-quality

fruit pulp, which makes it tastier and more filling than ordinary fruit drinks.

It can be served straight and also makes a great cocktail mix. Available in packs of 200 ml in

trays of 27 (with straws). Also available in 1000 ml packs. The foods division of Godrej

Industries has made a mark in the exports market. Jumpin and Xs beverages, manufactured at

India's largest singly located plant, a state-of-the-art facility that has ISO 9002 and HACCP

certification. This plant uses the latest machinery; it has a rigorous testing procedure, and is

manned by a qualified and experienced team of microbiologists and food technologists. The

world-class Mandideep plant, near Bhopal in the northern Indian state of Madhya Pradesh, was

ISO-9002 certified in May 1995 and is the first facility in its category to get the 'quality

management system certification'.

Frooti, N-joi from Parle Agro

Parle Agro Ltd is betting on 'N-Joi' - positioned as 'real fruit, real milk' - to further slice open the

virgin fruit-milk beverage market. The Mumbai-based company launched N-Joi - initially an

Alphonso mango with fresh dairy milk variant. The company has 11 Tetra Pak facilities in the

country. Initially, the western and southern markets will meet supplies from the Mumbai plant.

Parle Agro's Frooti is reported to be over Rs 250-crore turnover. Frooti's marketshare is claimed

to be 85 per cent in the tetrapak segment and 29 per cent in the mango beverage category

(including bottles and tetrapak). Mango fruit beverage is estimated to account for 91 per cent of

the sales of all fruit juice variants while orange juice accounts for only 3.1 per cent. Further,

under the N-joi brand umbrella, the company launched half-a-dozen milky-fruity variants,

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including peach-milk, strawberry-milk, pineapple-milk, banana-milk, and cheekoo-milk. Frooti

remains a dominant mango fruit beverage brand.

Freshgold from Surya Foods & Agro

Surya Foods and Agro Ltd, manufacturers of Priyagold biscuits, has forayed into the juices

segment. It has set up a state-of-the-art manufacturing facility in Noida, Uttar Pradesh, with an

investment of Rs 25 crore. The plant has a capacity of producing 1.5 lakh litres of juice per day.

Branded `Freshgold', the one-litre juice in cartons is available in supermarkets and malls in and

around Delhi for Rs 60. B P Agarwal, Chairman, Surya Foods and Agro Ltd, said that though the

juices are currently available only in the northern markets, the company has a plan to launch it in

the south in near future.

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Leh Berry from Ladakh Foods

Ladakh Foods is building a portfolio of products from fruit juices to jams and sauces, based on

the little-known seabuckthorn berry, which grows in the Ladakh region. That may seem like a

risky gamble. But Ladakh Foods doesn't think so. It launched Leh Berry a couple of months ago.

Its first fruit juice in Delhi and it's selling it in the more affluent parts of town. Since January the

drink has also been on shopshelves in cities like Hyderabad, Nagpur and Pune. According to

company sources, the juice will be competing with established players as Tropicana and Real.

Leh Berry believes it has the advantage of a fresh taste. But its competitive edge may well lie in

its positioning. Ladakh Foods is marketing Leh Berry as a nutrition drink (it prefers not to use the

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word health, with its bitter, medicinal associations), based on the chronicled nutritional properties

of the seabuckthorn fruit. Ladakh Foods' target of capturing at least 7 per cent of the market share

within a year and 20 per cent by 2006-end is ambitious, company sources added.

CHAPTER-2.0

OBJECTIVES AND METHODOLOGY

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OBJECTIVES

To make a detailed study of Packed Fruit juice available in the Market in

terms of their existing market size, future growth.

To record the major competing Brands and the leader in them.

Consumers knowledge, taste and likings in Different Types of Juice.

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To understand the Substitute availability and which influences consumer the

most?

Preferences of Age below 20, 20-30, 30-40 segments.

To know the expected improvements and suggestions given by the consumers.

To know the spending of different consumer of different segment in different

locality.

To know the consumers awareness with regards to Health.

Research Design

Research design is the conceptual structure within which the research would take place. The

presentation of such a design facilitates research to be as efficient as possible yelding maximum

information.

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1. Deciding the objective of study

2. Questionnaire

3. Sample selection

4. Feedback Collection

5. Analysis

Type of research:

I used a descriptive type of research.It is one which include surveys and fact findings,enquiries of

different kinds.The major purpose of such research is description of the state of affairs, as it

exists at present.

Data Sources

There are 2 types of data. They are:

1. Primary data

2. Secondary data

Primary data are those which are collected afresh and for the first time and thus happen to be original in

character.Primary data will not only be relevant for research project but is also reliable,accurate and

dependable.

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Secondary data are those which have already been collected by someone else and which have been

passed through statistical process.

For my research data have been procured from both primary and secondary sources.

Intraction with general public of different age segment constitute the primary sources.

Newspapers, magazines and websites constitute the secondary data.

Research approach:

Thare are 2 basic type of approaches to research. They are,

1. Quantitative Approach

2. Qualitative approach

Quantitative Approach involves the generation of data,which can be subjected to rigorous

quantitative analysis in a formal and rigid fashion.

This approach can be further sub classified into inferential,experimental and simulation approach

to research.

The purpose of inferential approach to research is to form a database to infer characteristics or

relationships of population.

Qualitative Approach to research is concerned with subjective assessment of attitudes,opinion

and behaviour,research in such a situation is a function of researchers insight and expressions.

In this research a quantitative as well as qualitative inferential approach was used.

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Research Instruments:

The various research instruments at the hands of the researchers are as follows:

1. Observations : Under this the information is sought by way of investigators,own direct

observation without asking the respondants.

2. Interview : It involves presentations, oral-verbal,stimuli and reply in terms of oral-verbal

responses. This method can be used through personel interview and if possible through

telephone interviews.

3. Questionnaires : It consists of number of questions printed or typed in a definite order on

a form or set of forms, the respondants have to answer the questions themselves.

For my survey I used all the above mentioned.

Type of questionnaires:

Questionnaires can be of two types.

Structured: It is one in which all questions and answers are specified and comments in the

respondents own words are held to the minimum.

Unstructured: It is one in which the answers to the questions can be framed in the respondents

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own words.

My questionnaire was a structured one

Sample plan:

A sample plan is a definite plan for obtaining a sample fron a given population. It refers to

the technique or the procedure the researcher would adopt in selecting items for the

sample. Information is gathered from a sample drawn from 3 different segments

consumer.

Age Factor

Below 20

20-30

30-40

It includes the following:

Sample unit:

We have divided it in three sections:

School

College or University

Professional (business men and teachers etc.)

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Sample size:

This refers to the number of the items to be selected from the universe to constitute the

sample. All sampling units are chosen randomly. These are mainly from South Delhi and

NCR region).

Sampling procedure:

There are 2 main sampling procedures:

1.Non probability sampling

2. Probability sampling

Non probability sampling is that sampling procedure which does not afford any basis for

estimating the probability that each item in the population has of being included in the sample.

Probability sampling is one in which every item in the universe has a equal chance of inclusion

in the sample. It is further divided into random sampling and non random sampling.

1. Random sampling form a finite population refer to that method of sample selection. Which

gives each possible sample combination an equal probability of being picked up and each

item in the entire population to have an equal chance of being included in the sample.

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2. Non random sampling is selecting population element individually and it is generally termed

as unrestricted sampling. Here the population element is unknown and there is a greater

opportunity for the bias to enter the sampling selection procedure and to distort the findings

of the study.

The sampling procedure followed by me was random sampling.

Methodology for preparation of questionnaire.

1. A questionnaire was prepared comprising of all the data required to achieve the objectives.

2. The data was collected at random from various personnels in the Delhi region and NCR.

3. The sample collected from the locations comprised of 75 in total.

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4. The questions formulated in questionnaire were such, so as to maintain uniform replies

from the people.

5 .The questions were asked on various aspects such as brand awareness. There priority

amongst various existing brands and flavours and the reasons behind that.

Limitation of the study

The sample size of 75 respondents is a relatively small. This doesn't represent the true

universe.

Some part of sample population was hesitant in filling up the questionnaires and some of

them did not answer at all.

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Few respondents were not serious and hostile enough to fill the questionnaire thus there

responses may not give the true picture.

A population census could not be done which perhaps would have given zero deviation

error.

Some discrepancies are liable to occur due to random sampling method adopted for the

study.

CHAPTER-3.0

CONCEPTUAL DISCUSSION

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Sustainable, competitive advantage, we hear, is the goal of every strategy. But what exactly is

such an advantage, and how do you know when you have it? The answers are not always clear,

and many carefully planned strategies have come to brief because the competitive advantages

they were designed to achieve turned out to be irrelevant. It may be worthwhile, then, to take a

more rigorous look at sustainable competitive advantage and its implications for running a

business.

In simple terms, producers who sell their goods and services at a profit enjoy a competitive

advantage when customers choose to buy from them instead from there competitors. But some

advantages are worth more then others. In particular, for a competitive advantage to have any

strategic meaning, three things must happen.

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Customers must perceive a consistent difference between a companys product and services and

those of its competitor, and that difference must occur in one or more key buy criteria-that is, in

one or more of the few product attributes that actually shape the purchasing decisions of the

consumers.

The difference must come from the capability gap between the favored company and its

competitors.

The product difference and the capability gap must endure overtime.

WHAT ADDITIONAL BENEFITS DO CUSTOMERS WANT?

Competitive advantages can exist only in particular market segments. It is, after all, entirely

possible to have an advantage in one segment and not in another. To have strategic value, it must

persuade large number of customers to buy and buy again.

That is why differentiation must reside in key buying criteria. These key criteria have little to do

with producers internal characteristics such as plant location or choice of raw materials, unless

these features translate into product or deliver attributes that influence buying decisions. Instead,

the buying criteria are usually attributes that effect the price, consumers pay for the product, the

way they perceive the product, or there access to it. These attributes must include quality,

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appearance, functionality, and the availability of after sales services. But in any case they are

likely to be fundamental of the product or the services to be sold.They rarely include add-ons or

features. Price itself is not always such an attribute, as Texas instrument learned when it lowered

the price of wrist watches at the point where customers no longer valued further reductions.

Only some of these critical attributes will matter in a given market segment, and any useful

differentiation must target at least one of them.

A GAP IN DELIVERY AND EXPECTATIONS

Differentiation alone is not enough. The advantage must also stem from a fundamental gap in the

capabilities of the competing companies- a gap that cannot be bridged, at least not with

economically rational amount of effort. True capability gaps consists of specific, often physical,differences and are likely to be prosaic and measurable.

Abstractions such as technology leadership rarely qualify. Capability gaps tend to fall into four

categories:

: Business-system gaps, which result from ability to perform individuals functions better than

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competitors do.

: Position gaps, which results from prior decisions, actions and circumstances, They can

include reputation, consumer awareness and trust.

: Regulatory and legal gaps, which results from government actions. They can include patents,

important quotas, and consumer safety laws.

: Organizational or managerial quality gaps, which result from an organizations ability to

innovate and adapt more quickly and effectively.

Only the factors in the first category-business system gaps- are under the short term control of

producers. Frustrating as it may be to the strategist, competitive advantage or disadvantage often

results from factors that cannot be altered quickly.

CONSUMERS BUYING PROCESS:

The five stage model should always be kept in mind while studying the buying decision process

through which a consumer passes:

: Problem recognition

: Information search

: Evaluation of alternatives

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: Purchase decisions

:Post purchase behaviour

TOOLS AND TECHNIQUES OF SALES PRAMOTION

1. Price-off:

In this technique the company slashes down the prices of its products to the competitive

scenario of the market.

2. Gifts:

Another way of sales promotion is to distributing the gifts to people, customers, and

dealers and other key people. These gifts include various accessories such as free

softwares, mouse, pen drives, diaries.

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The gifts are intended to create goodwill towards the company and indirectly pramote the

companies sales interest.

3. Trade fairs and exhibitions:

Trade fairs and exhibitions are extensively used sales promotion tools. They also form

one of the oldest practices in sales promotion. Trade fairs and exhibitions provides

company with the opportunity of introducing and displaying their products. These bring

companies products and customers in direct contact with each other. Seeing and believing

is a concept behind large scale exhibitions.

4. Demonstration :

Different kinds of demonstration are useful for the purpose of sales promotion. Different

kinds of demonstration are as follows:

: Retail stores

: Door to door

: Demonstration to the key people

: Corporate

: Point of purchase

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CHAPTER-4.0

DATA ANALYSIS

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Q. 1.Do you like packed fruit juice available in the Market?

Option

Result

Yes 66No 9

Resultbelow20 20-30 30-40

Yes 21 23 22No 4 2 3

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Objective:

To find out how much consumers gives preference topacked fruit juice.

Findings

88% consumer prefers to buy packed fruit juice andaccordingly out of 75 consumers 21 (below 20), 23 (20-30)& 21 (30-40) and 4 (below 20), 2 (20-30) & 3 (30-40) didnot like packed juice they like fresh juice.

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Q. 2. If Yes, then

1. Seasonal 2. Non-season

Objective

To find the Consumers preference with regard to seasonal fruit juiceand non-seasonal fruits.

Findings:

Out of 75 consumers 55 like the seasonal fruit juice and 20 did notlike seasonal fruit juice.

Optionbelow 20 20-30 30-40

Seasonal 20 20 15Non-Seasonal 5 5 10

Option ResultSeasonal 55Non-seasonal 20

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Q. 3 Which Flavor of Juice do you like most?

Objective

Find out the taste and preference of flavor of the consumer.

Findings:

We found that consumers give more preference to the

1. Mix juice (29%)

2. Orange (24%)

3. Apple (23%)

4. Guava (17%)

5. Other (7%)

Options ResultsOrange 18

Apple 17Guava 13Mix Juice 22Others 5

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Others include those who are like to drink fresh juice instead ofhaving preserved fruit juice.

Q. 4 Which brands of Fruit juice do you prefer?

Options OutcomeTropicana 23Real 35Safal 8Treat 5Other 4

23

35

8

5 4

0

5

10

15

20

25

30

35

40

Tropi

can

Rea

Safa

Trea

Oth

er

Series1

Objective

Find the Product Market share.

Findings:

Following are the result obtained after analyzing the survey.

1. Real (46%)

2. Tropicana (31%)

3. Safal (11%)

4. Treat (7%)

5. Other (5%)

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Real captured the largest market share and get the 1st position andTropicana get the 2nd position and safal get the 3rd position

Q.5 How often do you buy?

Option ResultDaily 26In Twodays 20Weekly 22Others 7

Objective

Find the how frequently consumer buys the preserved fruit juice?

Findings:

After analyzing the gathered data we found that maximum consumerbuys the product on the daily basis 35%. Following are in thedescending order.

1. Daily (35%)

2. Weekly (29%)

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3. With in two days (27%)

4. Others (9%)

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Q. 6 What size of pack do you prefer the most?

Option

Outcome

200ml. 21500ml. 271liter 26Others 1

Objective

Find out which packing size consumer buy?

Findings:

Most of the consumer buys 500 ml. pack size, some of them buy forthere family member also and some of them drink it on the place ofavailability. Rank according to preference

1. 500 ml. (36%)

2. 1 litter (35%)

3. 200 ml. (28%)

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4. Others (1%)

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Q. 7 Do you read instructions on the packed juice?

OptionsResult

Always 22Almost 17Sometimes 24Never 12

Objective

Find out how consumer is aware about the product?

Findings:

The study shows that most of the consumer paid little attentionwhile buying the product they are not fully aware of the product like

what does product contain.

Following are the result according to the consumer awareness.

1. 32% consumer sometime read instructions

2. 29% consumer always read instructions

3. 23% consumer almost read instructions

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4. 16% consumer Never read instructions

Q. 8 Why do you prefer fruit juice over soft drinks?

OptionResults

Nutrition 25

Safe 15

Taste 28

Others 7

Objective

Find the reason why consumer prefers fruit juice instead of cold

drink.

Findings:

After analyzing the gathered data we found that consumer prefertaste and they are health conscious and see the nutrition value inthe product. Following are the result obtain

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1. Taste (37%)

2. Nutrition (34%)

3. Safe (20%)

4. Others (9%)

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Q. 9 How much price effect your buying behavior?

Objective

Find how consumers give preference to the price or is price effect there buying pattern?

Findings

Consumer preferences according the variation in the price followingare the result obtain after analyzing the gathered data.

1. 23 consumers have no effect while buying the product.

2. 10 consumers says they have effected by 25%



Options ResultNo

answer 2325% 1050% 2275% 17

100% 3

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Q. 10. Do promotional schemes effect your decision?

OptionResult

Yes 20Sometime 26No 22Can'tsay 7

Objective

To know company is successful in doing promotional activities.

Findings:

This survey shows that consumer are sometime effected by thepromotional activities done by the companies and following are theresult obtained

1. 35% consumer says promotional schemes sometime effectthem

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2. 29% consumer says promotional schemes does not effect them

3. 27% consumer says promotional schemes effect them

4. 9% consumer says nothing and no comment.

Q. 11. (Does fruit juice satisfy your desire) comment?

Options

Result

Yes 50

No 8Sometime 2

Blank 15

ObjectiveTo know the satisfaction level of their currently using Brands

Finding:

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In terms of satisfaction, majority of consumer are satisfied with theirBrands with 67%. There are few of them (3%) who are planning to

change as they have low satisfaction level.

CHAPTER-5.0

FINDINGS AND RECOMMENDATIONS

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FINDINGS

This survey for Preserved or Packed fruit juice basically done to know about the consumer of all

professions (School children, college Student, business man or professionals) and their Taste &

Preferences, Brands Preference, impact of Promotional activities etc. We have covered 75

consumers of South Delhi and Gurgaon, Ghaziabad and each segment consist of 25 each.

After analyzing the gathered information we found that Real juice (Dabur India Ltd) with

46% market size is in the top of the customer list. Tropicana

has obtained 2nd position with 31%, followed by Safal, Treat and others.

Reasons for consumer Brand preference are Taste (37%) 1st preference. They also look

for Nutrition (34%) as their 2nd choice, followed by safe and others.

After analyzing we found that more than 88% of consumer like Preserved fruit juice with

the Taste preference of Mix juice 29%.

Result comes after the Survey we found that Consumer like the flavor as follow Mix

juice, Orange, Apple, Guava and others

After observing we found that 88% consumer like preserved fruit juice when Seasonal

fruits available in the market 74% and non-seasonal 26%.

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Most of the consumers frequently buy juice daily (35%) and Weekly (29%).

It makes interesting that 16% consumer do not try to read instructions while buying thefruit juice and 32% consumer read it sometime.

36% consumer would like to buy 500 ml. pack size and 35% like to 1 liter bottle. It shows

consumer also buy for there family members and friends.

31% consumer has no effect of price while buying, 29% has 50% effect.

Promotional scheme that attracts most of the consumer sometimes (35%) and with no

effect is 29%.

Generally consumers buy juice daily.

In terms of satisfaction, majority of consumer are satisfied with the fruit juice with 67%

due to Safe, taste and nutritious and 20% consumer leaves with blank.

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RECOMMENDATION

As per the market observation, few companies are enjoying good market share but few are

lagging behind because of the tough competition from the competitor companies. Weaker brands

can improve their market share by adopting following strategies:-

Advertisement plays an important role in promotion of any brands; the companies

must also focus on creative advertisement (especially Safal and Treat) to create an

impact.

Companies should emphasize more on improving their products according to

consumers taste and preference.

They must provide awareness program to their customer about their new launch.

They can explore and tap the untouched market.

They can give some special schemes or surprise gifts to attract more consumer even in

the normal days other than Festive offer, Seasonal discount etc.

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The company should develop its distribution channel so that the product should reach

the every nook and corner of the country so that it can be easily available for the

consumers at their nearby locations.

The weaker companies must conduct marketing survey at the regular intervals to

know the market condition, taste, preferences of the consumers to enhance the product

quality.

CONCLUSION

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After this research we observed that Real active juice has captured largest market share after that

Tropicana enjoying the market share. Safal and treat should be get closer to the consumer and do

promotional activities with the greater effect.

They also look for product redesign and development do stress on good and attractive packing.

Consumers also become excited during various offers like Festive Offer, Exchange Offer etc.

So, all the company must look to attract their customer as much as they can in this competitive

market whether its being quality, taste and preference of the customers.

After the completion of my project, I now realize that it has been an enriching experience. And I

have gained immensely and learnt how theory in classes is to be implemented in the market. I

have come across many things about which I was not aware of earlier.

. This research work has prepared me mentally and physically for the future and all together it has

been a very gainful experience.

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Annexure

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BIBLIOGRAPHY

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REFRENCE BOOK & ARTICLES

: Kotler Philip, Marketing Management, 10 Edition, Prentice Hall of India, New Delhi

: The Hindu Businessline

WEBSITES

: http://www.pepsico.com

: http://www.tropicana.com

: http://www.dabur.com

: http://www.safaljuice.com

:

report on fruit juice[1]

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