a project report on brand preferences of mango soft drinks among the consumers of hubli &...

Brand Preferences of Mango Soft Drinks among Consumers

Executive Summary

The study on “Brand Preferences of Mango Soft Drinks among consumers” was

undertaken to develop the understanding about the consumers’ brand

preferences of mango soft drinks. The study presents the comparative analysis

of Slice & Maaza. These are the two toughest competitors in the bottled mango

soft drinks market.

The study covers the urban markets of Hubli & Dharwad. The retailers &

consumers selected for the study were questioned on various parameters of both

the brands.

This report is divided into two parts. The first part contains the theoretical

framework of the Consumer Behaviour; its meaning and importance, the

Concepts of Consumer Behaviour, Brands and competition strategies for

consumer products.

The second part is on the research work of Brand Preferences of Mango Soft

Drinks among consumers. It contains the introduction of the problem & the

company, Research Methodology, Tabulation & Analysis and Suggestions &

Conclusions etc.

Babasabpatilfreepptmba.com


Sl No Contents Page No

Part 1: Theoretical Background

1 The Four P Components Of The Marketing Mix 3

2 The Buyer Decision Process 4

3 Types Of Buying-Decision Behavior 6

4 Factors Affecting Consumer Behavior 7

5 Brands & The Role Of Brands 9

6 Competitive Advantage & Strategies 11

Part 2: Research Work

1 About the Problem 14

2 About Pepsi 14

3 About Nectar Beverages Pvt Ltd 24

4 Research Methodology 30

5 Tabulation & Analysis 33

6 Findings 48

7 Suggestions & Conclusions 51

8 Bibliography 54

9 Annexure 55



THEORITICAL BACKGROUND



THE FOUR P COMPONENTS OF THE MARKETING MIX

PRODUCT:

Product Variety SizesQuality ServicesDesign WarrantiesFeatures ReturnsBrand name Packaging

PLACE:

Channels InventoryCoverage TransportAssortments Locations

PROMOTION:

Sales promotion Direct MarketingAdvertising Public RelationsSales people

PRICE:

List Price Credit TermsDiscounts Payment PeriodAllowances



THE BUYER DECISION PROCESS

The Five Stage Model of the Consumer Buying Process:


Evaluation of alternatives

Information search

Postpurchase behavior

Purchase decision

Need recognition


Need recognition• Needs can be triggered by:

• Internal stimuli

• Normal needs become strong enough to drive behavior

• External stimuli

• Advertisements

• Friends of friends

Information search• Consumers exhibit heightened attention or actively search for information.

• Sources of information:

• Personal

• Commercial

• Public

• Experiential

• Word-of-mouth

Evaluation of alternatives• Evaluation procedure depends on the consumer and the buying situation.

• Most buyers evaluate multiple attributes, each of which is weighted differently.

• At the end of the evaluation stage, purchase intentions are formed.

Purchase decision• Two factors intercede between purchase intentions and the actual decision:

• Attitudes of others

• Unexpected situational factors



Postpurchase behavior• Satisfaction is important:

• Delighted consumers engage in positive word-of-mouth.

• Unhappy customers tell on average 11 other people.

• It costs more to attract a new customer than it does to retain an existing

customer.

• Cognitive dissonance is common

TYPES OF BUYING-DECISION BEHAVIOR

Involvement LevelHigh Low

Diff

eren

ce

betw

een

bran

ds Significant Differences

Complex buying behavior

Variety-seeking buying behavior

Few Differences

Dissonance-reducing buying

behavior

Habitual buying behavior



FACTORS AFFECTING CONSUMER BEHAVIOR

1. Cultural Factors2. Social Factors3. Personal Factors4. Psychological Factors

Cultural Factors

• Culture: It is the fundamental determinant of a person’s wants & behaviour.

• Subculture: It provides more specific identification and socialization for their

members. It includes nationalities, religions, racial groups, and geographical regions.

• Social Class: It is relatively homogenous and enduring divisions in a society.

Social Factors

• Groups

• Membership groups: They have direct influence on the buyer.

• Reference groups: They have a direct or indirect influence on buyer’s attitudes

• Opinion leaders: They are the persons who offer advice or information about

product or a product category.

• Family: It is the most important consumer buying organisation in the society and the

family members constitute the most important primary reference group.

• Roles and Status: A role consists of the activities a person is expected to perform.

Each role carries a status.



Personal Factors

• Age and life cycle: People buy different goods and services over a lifetime.

• Occupation: It also influences the consumption patterns. Persons of different

occupations have different needs.

• Economic situation: A country’s or region’s economic situation influences the

spending patterns of the consumers.

• Lifestyle: It is a person’s pattern of living in the world as expressed in activities,

interests and opinions

• Personality and self-concept: Personality is a set of distinguishing human

psychological traits.

Psychological Factors

• Motivation

• Needs provide motives for consumer behavior

• Motivation research

• Maslow’s hierarchy of needs

• Perception

• Selective attention, selective distortion, selective retention

• Learning

• Drives, stimuli, cues, responses and reinforcement

• Beliefs and attitudes



BRANDS

A brand is defined as “name, term, sign, symbol, or design, or a combination of them

intended to identify the goods or services of one seller or group of sellers and to differentiate

them from those competitors.”

Thus a brand adds dimensions that differentiate it in some way from products or services

designed to satisfy the same need. These differences may be functional, rational, or tangible-

related to product performance of the brand.

Brands are powerful assets that must be carefully developed / managed. Brands with strong

equity have many competitive advantages:

High consumer awareness

Strong brand loyalty

Helps when introducing new products

Less susceptible to price competition

THE ROLE OF BRANDS

1. Brands identify the source or maker of a product and allow consumers to assign

responsibility to a particular manufacturer or distributor.

2. They simplify product handling or tracing & organize inventory.

3. They offer legal protection for unique features or aspects of the product.

4. They can signal a certain level of quality so that satisfied buyers can easily choose the

product again.



Brand Equity is the added value endowed to products or services. This value may be

reflected in how consumers think, feel and act with respect to the brand, as well as the prices,

market share, and profitability that brand commands for the firm. Brand equity is an

important intangible asset that has psychological and financial value to the firm.

Good brand names suggest something about the product or its benefits. They are easy to say,

recognize and remember. They are distinctive and are extendable. They translate well into

other languages. They can be registered and legally protected.



COMPETITIVE ADVANTAGE & STRATEGIES

Competitive Advantage is defined an advantage over competitors gained by offering

consumers greater value than competitors offer.

Competitive Analysis is defined as the process of identifying key competitors; assessing their

objectives, strategies, strengths and weaknesses, and reaction patterns; and selecting which

competitors to attack or avoid.

Competitive strategies for Market Leader

• Expanding the total demand

• Finding new users

• Discovering and promoting new product uses

• Encouraging greater product usage

• Protecting market share

• Many considerations

• Continuous innovation

• Expanding market share

• Profitability rises with market share

Competitive strategies for Market Challenger

• Challenge the market leader

• High-risk but high-gain

• Sustainable competitive advantage over the leader is key to success

• Challenge firms of the same size, smaller size or challenge regional or local firms

• Full frontal vs. indirect attacks



Competitive strategies for Market Follower

• Follow the market leader

Focus is on improving profit instead of market share

Many advantages:

Learn from the market leader’s experience

Copy or improve on the leader’s offerings

Strong profitability

Competitive strategies for Market Nicher

• Serving market niches means targeting subsegments

• Good strategy for small firms with limited resources

• Offers high margins

Specialization by market, customer, product, or marketing mix lines is the key



RESEARCH WORK



ABOUT THE PROBLEM

Pepsi & Coca Cola are the fiercest competitors in almost all the dimensions of the global soft

drink market. Each company has at least one product in every flavour against its competitor.

There fore, Nectar Beverages Pvt Ltd, Dharwad (franchisee of Pepsi) was interested to know

the consumer preferences of the mango soft drinks in the urban markets of Hubli & Dharwad.

This encouraged me to undertake a comparative analysis of Slice & Maaza. These are the

only two prominent bottled mango soft drinks in the above said markets.

ABOUT PEPSI

Soft drinks have been described as making the “most extensive dietary impact of foreign

corporations in the developed world”. They are usually priced just within the reach of the

poorest in these countries and may represent, via their glossily advertised images, symbols of

an enviable western lifestyle.

A Mexican priest wrote, in 1974, that Mexican villagers believed soft drinks should be

consumed every day, leading to lower consumption of natural products such as fruit. Some

families were even seen to be selling their natural products in order to buy soft drinks.

The spread of Coca-Cola and PepsiCo operation is truly global. Coca-Cola distributes its

branded Products in over 155 countries. In Mexico, Coca-Cola and PepsiCo control 77% of

the soft drinks market. Cola drinks usually contain about 10% sugars – some 13 lumps in a

330ml Can. Ribena contains approximately 15% sugars – 15 lumps in a 250ml carton. These

proportion seem the norm for most soft drinks (except of course the ‘diet’ varieties).



CORPORATE VIEW

PepsiCo is a world leader in convenient foods and beverages, with revenues of about $27

billion and over 1 43,000 employees. The company consists of the snack businesses of Frito-

Lay North America and Frito-Lay International; the beverage businesses of Pepsi-Cola North

America, Gatorade/Tropicana North America and PepsiCo Beverages International; and

Quaker Food North America, manufacturer and marketer of ready-to-eat cereals and other

food products. PepsiCo brands are available in nearly 200 countries and territories. It also has

a joint venture in India and bottling plants in China.

Many of PepsiCo’s brand names are over 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’s success is the result of superior products, high standards of performance,

distinctive competitive strategies and the high integrity of our people.

Our overriding objective is to increase the value of our shareholders’ investment through

integrated operating, investing and financing activities. Our strategy is to concentrate our

resources on growing our businesses, both through internal growth and carefully selected

acquisitions. Our strategy is continually fine-tuned to address the opportunities and risks of

the global marketplace. The corporation’s success reflects our continuing commitment to

growth and a focus on those businesses where we can drive our own growth and create

opportunities.



PEPSI’s MISSION

“Our mission is to be the world’s premier consumer products company focused

on convenience foods & 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 every thing we do, we strive for honesty, fairness and integrity”.

PepsiCo’s overall mission is to increase the value of their share holders’

investment. They do this through sales growth, cost controls and wise

investment of resources. They believe their commercial success depends upon

offering quality and value to their consumers & costumers; providing products

that are safe, wholesome, economically efficient and environmentally sound;

And providing a fair return to their investors while adhering to the highest

standards of integrity.



ENVIRONMENTAL COMMITMENT FROM PEPSI

Message form the Chairman

PepsiCo is defined by its relationships including our relationship with environment. We view

our environmental responsibility as covering all areas of our business. Each of our divisions

and facilities is empowered to find solutions to its unique environmental challenges. Each of

our employees is encourages to act as an environmental steward. We, at PepsiCo are proud of

our environmental record and our relationship with the environment. As any successful

relationship, we’re working continually to improve it.

Steven S. Reinemund

Chairman & Chief Executive Officer



SHAREHOLDERS

PepsiCo (symbol: PEP) shares are traded principally on the New York Stock Exchange in the

United States. The company is also listed on the Amsterdam, Chicago, Swiss and Tokyo

stock exchanges. PepsiCo has consistently paid cash dividends since the corporation was

founded.

CORPORATE CITIZENSHIP

PepsiCo believes that as a corporate citizen, it has a responsibility to contribute to the quality

of life in communities. This Philosophy is put into action through support of social agencies,

projects and programs. The scope of this support is extensive -- ranging from sponsorship of

local programs and support of employee volunteer activities, to contribution of time, talent

and funds to programs of national impact. Each division is responsible for its own giving

program. Corporate giving is focused on giving where PepsiCo employees volunteer.

PEPSICO HEADQUARTERS

PepsiCo World Headquarters is located in Purchases, New York, approximately 45 minutes

from New York City. The building occupies 10 acres of a 144-acre complex that includes the

Donald M. Kendall Sculpture Gardens, a world acclaimed sculpture collection in a garden

setting.



BEVERAGES

Caleb Bradham, a New Bern, N.C druggist who first formulated Pepsi-Cola, founded

PepsiCo’s beverage business at the turn of the century. Today consumers spend about $28

billion on Pepsi-Cola beverages. Brand Pepsi and other Pepsi-Cola products including Diet

Pepsi, Mountain Dew slice and Mug brands account for nearly one-third of total soft drinks

sales in the United States, a consumer market totaling about $54 billion.

In 1992 Pepsi-Cola formed a partnership with Thomas J. Lipton Co. Today Lipton is the

biggest selling ready –to-drink tea brand in the United States.

Outside the United States, Pepsi-Cola Company’s soft drink operators include the business of

seven –up International. Pepsi-Cola beverages are available in more than 190 countries and

territories.

Pepsi-Cola provides advertising, marketing, sales and promotional support to Pepsi-Cola

bottlers and food service customers. This includes some of the world’s best-loved and most

recognized advertising. New advertising and exciting promotions keep Pepsi-Cola brands

young.

The company manufactures and sells soft drink concentrate to Pepsi-Cola bottlers. The

company also provides fountain products.



HONORS OF PEPSI COMPANY IN 2005

1. 2005 Hispanic Magazine names PepsiCo one of the “100 Companies Providing the Most

Opportunity for Hispanics”.

2. PepsiCo included on Div50 list of the Top 50 Corporate Buyers of Diversity Products and

Service in the U.S. awarded by Diversity Business .com

3. Fortune names PepsiCo # 1 in Consumer Food Products in its survey of America’s Most

Admired Companies.

4. The National Association for Female Executives (NAFE) names PepsiCo among the

“NAFE 2005 Top 30 Companies for Executives Women”.

5. Governance Metrics International released its semiannual corporate governance ratings

for 3,200 companies. PepsiCo scored 10 out of 10. Only three companies in the US have

achieved the highest overall score for four consecutive semiannual reporting periods –

PepsiCo, Colgate-Palmolive and Praxair.

6. California Waste Reduction Awards Program (WRAP) , Frito-lay’s

Modesto plant is a Top-10 WRAP of the Year winner for 2004.

7. Second Annual CPG & Retail Excellence Awards names PepsiCo Manufacturer

Innovation of the Year.

8. Pepsi’s “Cindy Crawford” Commercial Most Viewed 2005 Super Bowl Ad on the

America Online Service.

9. Institutional Investor Magazine Ranks America’s Best CFOs Under Consumer,

Beverages, Indra Nooyi, PepsiCo.

10. Global 100 Most Sustainable Corporations in the World, 2005 List Innovest Strategic

Value Advisors Inc. lists PepsiCo.

Barrons, “Top 30 CEOs” names PepsiCo’s Steven S Reinemund.



MILESTONES OF SOFTDRINKS INDUSTRY

1798 The term “soda water” first coined.

1810 1st U.S. Patent issued for the manufacture of imitation mineral waters.

1819 The “soda fountain” patented by Samuel Fahnestock.

1835 The first bottle soda water in the U.S.

1850 A manual hand & foot operated filling & corking device, first used for

bottling soda water.

1850 Ginger ale created in Ireland.

1861 The term “pop” first coined.

1874 The first ice-cream soda sold.

1875 Root beer mass produced for public sale.

1881 The first cola-flavored beverage introduced.

1885 Charles Aderton invented “Dr Pepper” in Waco, Texas.

1886 Dr. John S. Pemberton invented “Coca-Cola” in Atlanta, Georgia.



1892 William Painter invented the crown bottle cap.

1898 “Pepsi-Cola” is invented by Caleb Brandham.

1899 The first patent issued for a glass blowing machine , used to produce

Glass bottles.

1913 Gas motored trucks replaced horse drawn carriages as delivery vehicles.

1919 The American Bottlers of Carbonated Beverages formed.

1920 The U.S. Census reported that more than 5,000 bottlers now exist.

1920’s The first automatic vending machine dispensed sodas into cups.

1923 Six-pack soft drinks cartons called “Home-Packs” created.

1929 The Howdy Company debuted its new drink “Bib-Label Lithiated

Lemon-Lime Sodas” later called “7Up”. Invented by Charles Leiper Grigg.

1934 Applied color labels first used on sort drink bottles , the coloring was

Baked on the face of the bottle.

1952 The first diet soft drink sold called the “No-Cal Beverage” a ginger ale sold by

Kirsch.

1957 The first aluminum cans used.

1959 The first diet cola sold.



1962 The pull-ring tab first marketed by the Pittsburgh Brewing Company of Pittsburgh ,

PA. The pull-ring tab was invented by Alcoa.

1963 The Schlitz Brewing Company introduced the “Pop Top” beer can to

the nation in March, invented by Ermal Fraze of Kettering , Ohio.

1964 Soft drinks in cans dispensed from vending machines.

1965 The reseal able top invented.

1970 Plastic bottles are used for soft drinks.

1973 The PET (Polyethylene Terephthalate) bottle created.

1974 The stay-on tab invented . Introduced by the Fall City Brewing

Company of Louisville, KY.

1979 Mello Yello soft drink is introduced by the Coca Cola Company as

Competition against Mountain Dew.

1980 The “talking” vending machine invented .



ABOUT NECTAR BEVERAGES PVT LTD, DHARWAD

Nectar Beverages Pvt Ltd started in the year 1984 by Late Shri Modhubab Timblo, a

prominent industrialist & entrepreneur of Goa. It belongs to Fomento Group, one of the

recognized business houses of Goa. Nectar Beverages is headed by Mr Prashant Timblo, son

of Late Shri Modhubab Timblo.

Earlier it was the franchisee of Parle Products. Then in the year 1990 it became the franchisee

of Coca Cola. Later in the year 1997 it became the franchisee of Pepsi Foods Pvt Ltd. Thus

Nectar Beverages Pvt Ltd started producing Pepsi range of products viz Pepsi, Mirinda

(Orange), Mirinda (Lemon), 7 UP, Slice, Everess Soda & Teem Soda.

Through out the country there are 50 franchisees of Pepsi. The main office of Pepsi is situated

in Delhi. The sales and marketing function of Nectar Beverages Pvt Ltd is carried out by its

sister concern M/s Mahakoshal Beverages Pvt Ltd, Dharwad.

Nectar Beverages Pvt Ltd operates 13 districts from Bijapur to Hassan and there are 75

distributors. The capacity of this company is 600 bottles per minute. The annual sales target is

18 lakh pieces per year.



NECTAR BEVERAGES PVT LTD’s MANAGEMENT MISSION

“We are committed to produce and deliver top quality products to our consumers”

1. To achieve this every batch of incoming raw materials are checked for quality by our

Quality Assurance Dept.

2. We use only high grade sugar.

3. Apart from this, online & final product checks are carried out at regular intervals.

4. We purchase raw materials only from approved sources, approved by independent

laboratories of international repute.

5. The entire range of equipments is made out of superior grade Stainless steel material.

6. We give attention to

a) Personnel Hygiene & Sanitation.

b) House Keeping

c) Good Manufacturing Process.

7. Special attention is also given to keep the factory surrounding clean & green by

growing lawn.



Organisation Chart of Nectar Beverages Pvt Ltd, Dharwad


Resident Director (CEO)

General Manager (Plant)

Manager (Sales & Mktg /TDM)

Manager(Finance)

Manager(HR)

Assistant Manager (A/c)

Executive Accountant

Executive Administrator

Sr. Executive Accountant

Executive HR

Executive General

CE/Executive Marketing

Assistant

Manager(Production)

Manager (QC)

Manager (QC)

Security

Store(Executive)

Shipping(Executive)

Clerk

Executive(Production)

ChemistExecutive(Q.C.)

Area Sales Manager


MANUFACTURING PROCESS

Manufacturing process comprises of four main processes as follows:

1. Water treatment process

2. Syrup making process

3. Bottle washing process

4. Mix Processing & Filling process

The functions of the process are as follows

1. Water Treatment Process: Water Treatment may be Batch Treatment or Continious

Treatment. The method employed in this company is Batch Treatment. Raw water is

collected in tanks and dosage for chemical treatment is given according to the

characteristics of raw water. The source of raw water is borewell. Chemicals used for the

water treatment are Lime, Bleaching Powder and Ferrow sulphate. Lime is added to

remove alkaline compounds from water to an acceptable level and to reduce temporary

hardness. Bleaching Powder is added for cholorination. Ferrow sulphate is added for

coagulation and flocculation i.e. to remove the suspended solids and insoluble materials

created by cholorination and alkalinity reduction is removed.

2. Syrup Making Process: Simple syrup is prepared from granulated sugar and treated

water. Finished syrup is prepared by adding concentrated ingredients to simple. The

finished syrup in then combined with water and carbon dioxide to prepare finished

beverage. Preparation of finished syrup is a critical step and must be properly controlled.

Machineries & Equipments used in syrup preparation are made of stainless steel and are

of acceptable design.



3. Bottle Washing Process: The bottle washers clean and sanitize returnable bottles that

have been brought back from the trade. The empty bottles are sent into a jet washer,

which sprays the bottles both inside and outside with washing solution from a series of

jets. This removes foreign matters and left overs drinks from used bottles. A typical wash

cycle is as follows:

i). Hot soft water rinse.

ii). Low strength chemical solution spray.

iii). High strength rinse.

iv). Low strength chemical solution spray.

v). Prefinal and final soft water rinse.

This cycle completes the bottle washing process and renders the bottles perfectly clean

and disinfected.

4. Mix Processing & Filling process: The production process is the central point in plant

operation. Ingredients such as water, finished syrup and carbon dioxide are combined and

filled into sanitary containers closed and packed. In mix processing, the beverage is

prepared. The mix processor combines the finished syrup, treated water & carbon dioxide

in the correct proportion and transfers the blended final beverage to the filler. The filler

accepts the clean bottles container and fills it with beverage to the correct level

automatically transferring it to the crowner of closure.



SALES & MARKETING DEPARTMENT:

Marketing dept is looked after by Manager (Sales & Marketing). Retailers are supported by

bottle coolers, sales incentives, advertisement materials, glow sign boards and various sales

schemes. Various sales linked promotion offers are also conducted by company to increase sales

for both retailers and consumers. Few of such offers are Product premiums, Gifts and Sweep

skates, Point of purchase, Shelf space buying, Commissions against displays. Nectar Beverages

also sponsors some of the local events.

The Sales arm is entrusted with the responsibility of looking after the day to day physical sales of

the company. It also looks after the appointment of distributors in the market.

Every year the company conducts survey known as Trading Survey to know efficiency of the

trading activity of the company. This survey is conducted by Indian Market Research Bureau.

Company makes the Operations Planning in the month of October/ November of every year.

Targets are set depending upon industry size, volume of the previous year, market potential, new

product plan etc.

Looking at the sales volume of the city or town and if the area is dry i.e. where Pepsi has not

reached, distributors are allowed to invest.



RESEARCH METHODOLOGY

TITLE

“Brand Preferences of Mango Soft Drinks among consumers, a comparative analysis between

Slice & Maaza”. A Study of Hubli & Dharwad Market.

OBJECTIVES OF THE STUDY

1. To study the consumers’ preferences for Mango Soft Drinks.

2. To study the factors influencing the purchase of Mango Soft Drinks.

3. To know the consumption occasions & usual places of purchase of the consumers.

4. To study the factors considered by retailers while choosing amongst mango soft drinks

5. To suggest the strategies to Nectar Beverages (Pepsi franchisee)

SCOPE OF STUDY

The area selected for this study is the urban markets of Hubli & Dharwad

TARGET RESPONDANTS :

1. Consumers in Hubli & Dharwad in the age group of 18-50 years.

2. Retailers in Hubli & Dharwad who sell Mango Soft Drinks.



SAMPLING UNIT:

1. Individual falling in the age group of 18-50 yrs who consume Mango Soft Drinks.

2. Each retailer outlet who sell Mango Soft Drinks.

SAMPLING METHOD:

1. Individuals selected through Convenience Sampling.

2. Retail outlet selected through Simple Random Sampling.

SAMPLE SIZE:

1. 200 consumers

2. 50 retailers



SOURCES OF DATA:

Primary Data: Data collected through questionnaires from the consumers & the retail outlets as

well.

Secondary Data: Information collected from the company records, the retailers’ records & the

company website.

TOOLS OF DATA ANALYSIS:

Percentage Method



TABULATION & ANALYSIS



ANALYSIS FOR OBJECTIVES

1. Consumers’ preferences for Mango Soft Drinks

Of the 50 retailers, 32 (64%) say that consumers ask for Slice at their outlets & 18 retailers say that consumers ask for Maaza.

Consumers' preferences of Non Carbonated Beverages

57%

43%Slice

Mazaa

57% of consumers prefer Slice as compared to 43 % of Maaza.


What consumers usually ask for...?

64%

36%

Slice (32) Maaza (18)


2. Factors influencing the purchase of Mango Soft Drinks by consumers.

Purchase is influenced...

0 20 40 60 80 100 120

Advts

Offers

Taste

Friends & Family

Avlblty

Displays

Retailers

Dislike for carbonated drinks

Brand name

Conscious about health

No of respondants

Slice Maaza

Slice MaazaAdvts 50 12Offers 4 4Taste 90 98Friends & Family 92 42Avlblty 56 56Displays 26 26Retailers 52 42Dislike for carbonated drinks 40 58Brand name 22 46Conscious about health 44 36

Taste is a factor influencing the purchase of more number of Maaza consumers. In addition, the

brand name Maaza itself is the influencer for the purchase. More of Slice consumers are

influenced by Advertisements, Retailers, Family & Friends and are more Conscious about health.



3. Consumption occasions & usual places of purchase of the consumers.

Consumptions occasions

0102030405060708090

100

Slice Maaza

No

of re

spon

ses

Parties & Get togathers

With breakfast

To beat the heat

Drink w hile gossiping

To get relaxed

Slice Maaza

Parties & Get togethers 94 54With breakfast 12 34To beat the heat 32 20Drink while gossiping 36 46To get relaxed 66 70

For more of the Slice consumers, ‘Parties & Get together’ remains the prime occasion of

consumption. While for the Maaza consumers ‘To get relaxed’ is the major occasion. But

strangely Slice has taken a bigger chunk when it comes to Parties & Get together occasions.

Most of times bulk buyers who buy occasionally are reached & served in time by Pepsi

franchisee itself.



Usual places of purchase

010

2030

4050

6070

80

Slice Maaza

No

of re

spon

ses Cinema Halls

Restaurants

Juice Centres

Bakeries

Groceries

Slice Maaza

Cinema Halls 74 70

Restaurants 72 70

Juice Centres 58 46

Bakeries 46 44

Groceries 36 36

Of the two brands, Slice is purchased more in Cinema Halls, Restaurants & Juice Centers. This

shows that Slice is widely available in these retail outlets. As per the survey, the Pepsi products

are available in more places than the Coca Cola products. The Pepsi franchisee being situated in

the out skirts of Dharwad is more reachable to the market of Hubli & Dharwad.



4. Factors considered by retailers while choosing amongst mango soft drinks.

Retailers prefer to sell...

48%

32%

20%

Slice (24)

Maaza (16)

Both (10)

Factors considered by retailers selling either Slice or Maaza

0

5

10

15

20

25

30

Slice Maaza

No

of re

spon

ses

Credit Terms

Timely Product Supply

Better Sales Margin

Supply of coolers/racks

Slice MaazaCredit Terms 24 12Timely Product Supply 20 12Better Sales Margin 22 14Supply of coolers/racks 18 6

For more number of Slice sellers, Credit Terms & Sales Margin are the factors considered. No of

Slice sellers in Hubli & Dharwad are more as compared to Maaza. There fore the number of

responses is more for Slice.



Factors considered by retailers selling both the brands

02468

1012

Credit

Terms

Timely

Prod

uct Sup

ply

Better

Sale

s Margi

n

Supply

of coole

rs/rac

ks

No

of re

spon

ses

MaazaSlice

Slice MaazaCredit Terms 4 6Timely Product Supply 8 2Better Sales Margin 4 6Supply of coolers / racks 2 8

For the sellers who sell both the brands, more vote for Slice’s timely product supply. Similarly

Maaza gets more votes for Supply of coolers & racks.



OTHER INFORMATION ABOUT CONSUMERS & RETAILERS

Consumers' brand recall...

52% 48%

Slice Maaza

Consumers’ Brand RecallSlice 52%Maaza 48%Total 100%

52% of the consumer respondents recalled SLICE, when asked about the brand of Mango Soft

Drink.



Proportion of consumers who prefer Carbonated & Non Carbonated Drinks

57%

43%

Carbonated Non Carbonated

Proportion of consumers of carbonated & Non Carbonated

Carbonated 57%

Non Carbonated 43%

Of the total of 200 respondents, 57% of consumers prefer Carbonated Soft Drinks. Male

consumers in the age group of 18-30 years are more inclined to carbonated beverages. Males

above 30 years & the female consumers do not prefer carbonated beverages.



Consumers' frequency of consumptiom(200 respondants)

10%

52%

31%

7%

Daily

Weekly

Monthly

Occasionally

More than 50% of the consumers consume mango soft drinks weekly followed by consumers

who consume monthly.



Ratings given by Slice consumers to the mentioned attributes

0

20

40

60

80

100

120

Avlblty Advts Offrs Taste Price

No

of re

spon

dant

s

Excellent

Best

Better

Good

Fair

Ratings given by Slice consumers to the below attributesFair Good Better Best Excellent

Availability 0 38 30 24 12Advts 54 22 8 8 12Offrs 72 12 10 6 4Taste 0 18 34 16 36Price 12 38 38 4 12

Contd…



Ratings given by Maaza consumers to the mentioned attributes

0

20

40

60

80

100

120

Avlblty Advts Offrs Taste Price

No

of re

spon

dant

s

Excellent

Best

Better

Good

Fair

Ratings given by Maaza consumers to the below attributesFair Good Better Best Excellent

Availability 0 48 32 16 0Advts 52 40 4 0 0Offrs 74 18 4 0 0Taste 0 12 20 28 36Price 18 38 22 10 8

Consumers of Maaza are more pleased by its sweetness, mango taste of the juice, Slice, on the

other hand is less sweet and thick. Among the consumers, the brand name ‘MAAZA’ is more

familiar with them. The reason being Maaza is older than Slice in the Indian soft drinks market.

Offers have not made much difference to the brands, because both the brands offer premium

product at same price as promotional offers.



Qty of bottles usually purchased

14

70

60

16

64

00

10

20

30

40

50

60

70

80

200ml 250ml 500ml

No

of re

spon

ses

Slice

Maaza

Most of the consumers usually go for 250ml bottles of either brand of Mango Soft Drinks.

Maaza is not available in 1ltr packs and not in 500ml packs.



Types of retailers chosen for study

32%

20%16%

12%

12%

8%

Restaurants (16)

Bakeries (10)

Juice Centres (8)

Grocery Stores (6)

Cinema Halls (6)

Others (4)

1 Restaurants (16) 16%2 Bakeries (10) 10%3 Juice Centres (8) 8%4 Grocery Stores (6) 6%5 Cinema Halls (6) 6%6 Others (4) 4%



Do consumers accept other brands, if theirs' is not available

92%

8%

Yes No

92% of retailers say that consumers accept other brands, if the brand they have asked is not

available.



FINDINGS



FINDINGS

1. Of the 50 retailers, 32 (64%) say that consumers ask for Slice at their outlets & 18

retailers say that consumers ask for Maaza.

2. 57% of consumers prefer Slice as compared to 43 % of Maaza.

3. Taste is a factor influencing the purchase of more number of Maaza consumers. In

addition, the brand name Maaza itself is the influencer for the purchase. More of Slice

consumers are influenced by Advertisements, Retailers, and Family & Friends and

are more Conscious about health.

4. For more of the Slice consumers, ‘Parties & Get together’ remains the prime occasion

of consumption. While for the Maaza consumers ‘To get relaxed’ is the major

occasion. But strangely Slice has taken a bigger chunk when it comes to Parties &

Get together occasions. Most of times bulk buyers who buy occasionally are reached

& served in time by Pepsi franchisee itself.

5. Of the two brands, Slice is purchased more in Cinema Halls, Restaurants & Juice

Centers. This shows that Slice is widely available in these retail outlets. As per the

survey, the Pepsi products are available in more places than the Coca Cola products.

The Pepsi franchisee being situated in the out skirts of Dharwad is more reachable to

the market of Hubli & Dharwad.

6. For more number of Slice sellers, Credit Terms & Sales Margin are the factors

considered. No of Slice sellers in Hubli & Dharwad are more as compared to Maaza.

There fore the number of responses is more for Slice.

7. For the sellers who sell both the brands, more vote for Slice’s timely product supply.

Similarly Maaza gets more votes for Supply of coolers & racks.

8. 52% of the consumer respondents recalled SLICE, when asked about the brand of

Mango Soft Drink.



9. Of the total of 200 respondents, 57% of consumers prefer Carbonated Soft Drinks.

Male consumers in the age group of 18-30 years are more inclined to carbonated

beverages. Males above 30 years & the female consumers do not prefer carbonated

beverages.

10. More than 50% of the consumers consume mango soft drinks weekly followed by

consumers who consume monthly.

11. Consumers of Maaza are more pleased by its sweetness, mango taste of the juice,

Slice, on the other hand is less sweet and thick. Among the consumers, the brand

name ‘MAAZA’ is more familiar with them. The reason being Maaza is older than

Slice in the Indian soft drinks market. Offers have not made much difference to the

brands, because both the brands offer premium product at same price as promotional

offers.

12. Most of the consumers usually go for 250ml bottles of either brand of Mango Soft

Drinks. Maaza is not available in 1ltr packs and not in 500ml packs.

13. 92% of retailers say that consumers accept other brands, if the brand they have asked

is not available.



SUGGESTIONS&

CONCLUSIONS



SUGGESTIONS

1. Provide coolers & racks to the retailers so as to encourage them to sale the products

2. Provide adequate & timely service for the existing coolers.

3. Encourage the retailers by giving them sales incentives on achieving the sales targets.

4. Negotiate with retailers for proper credit limits

5. Do not cut the product supply if the retailers default the payments.

6. Provide the retailers with enough of sales schemes.



CONCLUSIONS

1. 64% of retailers say that consumers usually ask for Slice at their outlets.

2. 57% of the non carbonated beverages consumers prefer Slice.

3. Taste is a factor influencing the purchase of more number of Maaza consumers. In

addition, the brand name Maaza itself is the influencer for the purchase.

4. More of Slice consumers are influenced by Advertisements, Retailers, Family & Friends

and are more Conscious about health.

5. For more of the Slice consumers, ‘Parties & Get together’ remains the prime occasion of

consumption. Most of times bulk buyers who buy occasionally are reached & served in

time by Pepsi franchisee itself.

6. Slice is purchased more in Cinema Halls, Restaurants & Juice Centers. This shows that

Slice is widely available in these retail outlets.

7. Credit Terms & Sales Margin are the factors considered by more number of Slice sellers.

8. As per analysis, 52% of the consumer respondents have recalled SLICE.

9. 43% of consumers prefer Non Carbonated Soft Drinks. Most of the consumers are males

of the age group 30-55years and females of age group 18-45.

10. Most of the consumers usually go for 250ml bottles.

11. Consumers who consume mango soft drinks weekly are more than 50%.

12. Mango soft drinks are usually consumed by females & college going males.

13. Slice is more preferred to be sold by retailers as the price is less as compared to Maaza.

14. As per retailers the consumers have the tendency to go for other brand, if the brand of

their choice is not available.



BIBILOGRAPHY

1. MARKETING RESEARCH by DONALD S. TULL & DEL I.HAWKINS

2. MARKETING MANAGEMENT by PHILIP KOTLER

3. CONSUMER BEHAVIOUR by SCHIFFMAN & KANUK

4. CORPORATE WEBSITE: http://www.pepsico.com



ANNEXURE



Questionnaire to assess the Brand Preferences of Mango Soft Drinks

Dear Respondent,

Name:Address:Age (years): 18-25 26-35 36-45 46 & Above

1. Which brand name comes to your mind when you ask for a Mango soft drink?_______________

2. Do you consume soft drinks?

Yes No

3. If YES

Carbonated (Flavoured) Non Carbonated (Juice)

4. If NON CARBONATED, then

Slice Maaza

5. Which size do you usually go for?

200ml 250ml 500ml Tetra pack

6. How often do you consume Mango soft drink?

Daily Weekly Monthly Occasionally



7. What influences your purchase of a particular brand?

Advertisement Offers

Taste Friends/ Family

Availability The way it is displayed

Retailer Dislike for carbonated drinks

Brand name itself Conscious about health

8. In which of the following occasions you prefer the soft drink.

Parties/ Get together As a drink with breakfast in restaurant

To beat the heat Just as a drink while chit chatting

To get relaxed

9. From where do you purchase the soft drinks?

Cinema Hall Restaurant

Juice centers Bakeries

Grocery stores

10. Rate the following attributes about your brand

Fair Good Better Best ExcellentAvailabilityAdvertisementOffersTastePrice

Thank You for your co operation



Questionnaire to assess the Brand Preferences of Mango Soft Drinks

Dear Respondent,

Name of the outlet: Type(R/C/K):Address: Phone No:Contact Person:

1. Which Mango soft drink do consumers usually ask for?

__________________

2. Do consumers ask for other brand if their choice is not available?

Yes No

3. Which of the below brands do you usually prefer to sell?

Slice Maaza Both

4. If your answer for Q3 is ‘Slice/Maaza’ , then state the reasons

Credit terms

Timely Product Supply

Better Sales Margin

Supply of coolers/racks

5. If your answer for Q3 is ‘Both’. then

Slice MaazaCredit terms Timely product supplyBetter sales marginSupply of coolers/ racks



6. Do the consumers purchase the product which you have, if their choice is not available?

Yes No

7. Do you have any suggestions for the improvement of the brands?

a. _____________________________________________

b. _____________________________________________

c. _____________________________________________

Thank you for your co operation


a project report on brand preferences of mango soft drinks among the consumers of hubli &...

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