A RESEARCH REPORT

ON

“MARKET STUDY OF FRUIT JUICES”

“ANALYSIS OF TROPICANA AND REAL FRUIT JUICES”

IN PARTIAL FULFILLMENT FOR THE AWARD OF THE DEGREE

OF

“MASTERS OF BUSINESS ADMINISTRATION”

Session(2011-2013)

Submitted to: Submitted by:

Ms. Nidhi Punj Jatender Singh

Assistant Professor (MBA) IV-Semester

Roll No:

Swami Devi Dayal Institute Of Management Studies Barwala, Panchkula (Haryana)

1

CERTIFICATE

This is to certify that Jatender Singh has completed the project entitled “Market study of fruit

juices, Analysis of Tropicana and Real fruit juice” under my supervision. To the best of my

knowledge, the report consists of result of the empirical study conducted by the student. In

my opinion, the work is of requisite standard expected of an MBA student. Therefore, I

recommend the same to be sent for evaluation.

Research Guide (Principal)

2

DECLARATION

I Jatender Singh student of Master of Business Management, S.D.D.I.M.S, hereby that the

project report entitled “MARKET STUDY OF FRUIT JUICE” submitted in the Partial

fulfillment for the “Master’s Degree in Business Administration.” It is the result of my own

work and is original.

I have not submitted this project to any other university or college for the award of any other

degree.

Jatender Singh

3

PREFACE

To start any business the success entirely depends on the marketing research done about the

particular and the consumer attitude towards the product. Marketing research plays a vital

role in a business to make it success. We have tried to put our best effort to complete this task

on the basis of skill that we have achieved during our studies in the institute. We have tried to

put our maximum effort to get the accurate statistical data. However we would appreciate if

any mistakes are brought to us by the reader.

4

ACKNOWLEDGEMENT

It gives me immense pleasure to acknowledge my sincere gratitude to all the persons who

helped me to complete my research report in a timely manner.

I am highly thankful to MS. NIDHI PUNJ (Assistant professor MBA) and our principal

Dr. P.K. Mehta who helped me to ensure that I am able to sound like I knew what I was

talking about. They provided me some illustrative material that helped me a lot for preparing

this project and now it’s my pleasure to say thanks to them for being there with me when I

discussed on the said topic.

Last but not the least; I would like to acknowledge my parents. It was their love, nurturing

and support which showed me that anything that can be perceived is attainable; you just have

to believe in yourself. I could not have picked two better people to grow up around or to learn

from.

Ms. Nidhi Punj (Assistant professor) Jatende Singh

(Project guide) Final Semester

MBA (marketing)

5

TABLE OF CONTENTS

Sr. NO.

CONTENTS PAGE NO.

CERTIFICATE

ACKNOWLEDGEMENT

PREFACE

DECLARATION

2

3

4

5

INTRODUCTION

INDUSTRY PROFILE

COMPANY INTRODUCTION

7-9

10-12

13-34

Chapter II REVIEW OF LITERATURE

35-37

Chapter III

RESEARCH METHODOLOGY

RESEARCH DESIGN

DATA COLLECTION TECHNIQUES

SCOPE OF THE STUDY

OBJECTIVES OF STUDY

LIMITATION OF THE STUDY

39-41

42

43

44

45

Chapter IV DATA ANALYSIS AND INTERPRETATION 47-56

Chapter V FINDINGS & SUGGESSTIONS 57-59

Chapter VI CONCLUSION

BIBLIOGRAPHY

QUESTIONNAIRE

60-61

62

63-64

6

CHAPTER-I

INTRODUCTION

INTRODUCTION

7

Marketing in simple terms can be said to be “A human activity directed at satisfied needs

and wants through an exchange process.” Marketing as a functional area of management is

becoming extremely important as compared to other fields. All decisions in modern business

Organization revolve around information related with marketing decision making situations,

which are characterized by Distribution Strategy, Channel members and Product decisions.

The Product Decisions, customers assess a product’s value by looking at many factors

including those that surround the product. In a constantly changing business and market

scenario, maintaining the channel members becomes more challenging in such a situation

only innovative technology, good product and committed people, accompany can take the

lead over its competitors. Coca-cola ltd has differentiated itself from its competitors and

providing the total “value for money” to its customers. Coca-cola ltd has integrated all the

features to offer a value for its products. Value for the product and services refers to the

quality of product and services offered to the customers. Several surrounding features can be

directly influenced by channel members, such as customer service, delivery, and availability.

Consequently, a channel partner involves a value analysis in the same way customers make

purchase decisions. This area becomes the most important from the company as well as

customer point of view. This helps the company to know better their customers and provide

them with what they are expecting.

Market:

The set of all actual and potential buyers of a product or service. A market is one of many

varieties of systems, institutions, procedures, social relations and infrastructures whereby

parties engage in exchange. While parties may exchange goods and services by barter, most

markets rely on sellers offering their goods or services (including labor) in exchange for

money from buyers. It can be said that a market is the process by which the prices of goods

and services are established.

For a market to be competitive there must be more than a single buyer or seller. It has been

suggested that two people may trade, but it takes at least three persons to have a market, so

that there is competition on at least one of its two sides. However, competitive markets, as

8

understood in formal economic theory, rely on much larger numbers of both buyers and

sellers. A market with single seller and multiple buyers is a monopoly.

Marketing:

A social and managerial process, where by individuals and groups obtain what they need and

want through creating and exchanging products and value with others.

Marketing Management:

The art and science of choosing target markets and building profitable relationships with

them.

Customer Satisfaction:

The extent to which a products performance matches to the buyer’s expectations.

Marketing Mix:

The set of controllable tactical marketing tools – product, price, place, and promotion – that

the firm blends to produce the response it wants in the target market.

Developing the marketing Mix:

Once the company has decided on its overall competitive marketing strategy, it is ready to

begin planning the details of the marketing mix, one of the major concepts in modern

marketing. The marketing mix is the set of controllable, tactical marketing tools that the firm

blends to produce the response it wants in the target market.

9

INDUSTRY PROFILE

INDUSTRY PROFILE IN INDIA

Our Country with a population of 100 crores as on 2001 is potentially one of the largest

consumer market in the world the soft drinks market is the one among the various markets in

India .Soft drinks is product, which the consumer purchases to quench his thirst, the

secondary factor such as taste, hygienic conditions of storage and social status influenced the

consumers purchasing decision.

Soft Drink scenario in India:

The soft drinks market till early 1990`s was in hands of domestic players like Campa, Thums

up, limca etc .but with opening up of economy and the entry of MNC players Pepsi and coca

-cola, the market has come totally under their control while worldwide coca cola is the leader

in carbonated drinks market, in India it is Pepsi which scored over coca cola .Coca cola,

which had winded up its Indian operations during the introduction of FERA regime, reentered

in India 16 years later in 1993. Coca cola acquired a major chunk of the soft drink market by

buying out local brands Thumps Up, Limca and Gold Spot from Parle Beverages, Pepsi,

although started a couple of years before Coca cola in 1991, has a lower market share today.

It has bought over Mumbai based Dukes range of soft drinks brands .Pepsi has been targeting

its products towards youth and it has stuck right chord with the sales have been doing well by

sticking to the is youth brand wagon Soft drinks are available in glass bottles, aluminum cans

and pet bottles for home consumption. Fountains also dispense them in disposable containers.

While 80% of the consumption is impulse based outside home 20% comes from consumption

at home. This trend is slowly changing with increase in occasion led sales. The market is

slowly moving from Non-Alcoholic Carbonated drinks to fruit based drinks and also to plain

bottles water due to lower cost and ready availability. Per Capital consumption in India is

among lowest in the world at 7 bottles per annum compared to 15 bottles in Pakistan, 89 in

china and 1500 bottles in USA. Market has highest per capita consumption in the country

with 50 bottles per annum compared to 5 bottles for the country. While 75% of the PET

bottle consumption is in urban areas and the 200 ml bottles sales are higher in rural areas.

10

According to the NCAER survey, lower middle and upper middle class people do 90% of the

total consumption of soft drinks in the country.

Soft drinks market size of FY05 was around 320 million cases (7680million bottles). The

market, which was witnessing 5% to 6% growth in the early 1990`s and even slower growth

at around 2 3% in late80`s. presently the market growth rate is around 7-8% per annum. The

market preference is highly regional based. While the cola drinks have main markets in metro

cities and Northern states of UP, Punjab, Haryana, etc. orange flavored drinks are popular in

southern states. Sodas are also sold largely in southern states, besides sales through bars.

Western markets have preference towards mango-flavored drinks; diet coca cola constituted

just 0.7% of the total carbonated beverage market. Another particular feature of the market is

that of positioning and targeting of various brands. While cola based brand of coca cola is

targeted at teenagers and is positioned as refreshment for mind and body. Its Thums Up brand

is targeted at people in age group of 20-29yrars, positioned as thing for adventure-loving

successful and macho person.

Real Juice and Tropicana are two competitors in the fruit juice market. Real Juice entered

the market in 1996 with five flavours namely Orange, Mango, Pine Apple, Mix, and Tomato

Inspite of its early entry in the market, Real Juice has not been able to setup its leadership.

Recently the company has received a lot of complaints related to its network of distribution,

price offered for the product, and the market share of Tropicana is rising at a more pace that

Real Juice. Thus Dabur India limited decided to investigate and solve the problem. Dabur

India Limited for Dabur Food Division, decided to make a wider mass survey with the help

of interpretation of the data and accordingly modify the marketing policy. A Comparison has

also been made between Tropicana and Real Juice in terms of quality, affordability,

availability, aroma and taste.

The purpose of this report is to present the result of my survey in the National Capital Region

Of Delhi, for the market potential and level awareness of Real Juice along with to provide

the suggestions to increase the market share of Real Juice in the area.

A certain criterion was developed as questionnaire, to decide what factor influence the sales

of Real Juice so as to formulate a policy to be adopted and find out the loop in the existing

policy.

Dabur Foods Division of the company popular for its brand Real Juice. Dabur Foods

Division is chaired by a well-known young dynamic personality in the business, Mr. Amit

Burman. Dabur Foods Division is chaired by a well-known young dynamic personality in the

11

business, Mr. Amit Burman. Dabur products are available in the market through 17,00,000

retail outlets and cover almost every corner of the country. And Real Juice is available its

consumers through 80,000 retail network.

Real Juice, marks its presence in the market in four sizes viz.: 200 ml, 250ml, 500 ml and one

ltr. They are charging Rs. 8.00 for 200 ml. Pack and Rs.44.00 for one ltr pack. It is the only

brand in the fruit juice segment that offers the widest range of flavours. They are providing

different packages for different occasions.

12

Tropicana

Tropicana Overview

Tropicana Products Inc. is the world's only global citrus juice business. It has been nearly

fifty years that Tropicana is the top juice producer in the United States and over the time has

expanded their business to the Asian, European and Latin America. Tropicana was found in

late 1940’s by the entrepreneur Anthony Rossi who was searching an ideal business.

Creatively he began to prepare gift boxes of Florida Citrus in Florida, sunny state. Soon he

was selling them to department stores, including the legendaries Macy’s and Gimbel’s in

New York City. Since then the company has made successful history by producing

innovative and quality acclaimed products.

On August 25th, 1998 it was incorporated by PepsiCo in a big $3.3 billion acquisition which

gave more strength to the company (The PepsiCo Family). Tropicana has an impressive track

record of continuous innovation in its main business of producing, packaging, marketing and

distributing chilled juice drinks in the United States in 2004 (PepsiCo 2005 Annual Report).

Tropicana has eight different lines, which appeal to the taste of different consumers and this

wide range of product is in continuous development. To launch and promote its products,

Tropicana takes advantage in a strong communication and advertising mix. It uses

advertisements on TV, magazines, Internet and provides sponsorships for different events for

promoting its products in market. “Tropicana in has a market share of 31.7 and reached a net

revenue of $9,862(millions) in 2004” (The PepsiCo Family).

Pegged at Rs 1,100 crore, the juice market today is growing at 25% year-on-year. Nielsen

figures sourced by Brand Equity indicate that Dabur was a leader by far for the six-month

period from April to September of 2012 with a 52% share; Tropicana follows with 38%. The

juices category is different from the ready to-drink segment, which has brands like Frooti,

Slice and Maaza.

13

Current Company Product Analysis

Tropicana produce juices from different kinds of fruits such as apple, banana, black berry,

cherry, cranberry, grape, grapefruit, lemon, mango, orange, peach, pineapple, red raspberry,

strawberry, tangerine and watermelon. According to Tropicana’s web site,

Tropicana has over 70 different kinds of juices. These are:

List of Current Products

Orange Juice (Tropicana Pure Premium)

Original

Homestyle

Grovestand.

Calcium + Vitamin D.

Glovestand Calcium.

Grapefruit Juice (Tropicana Pure Premium)

Sweet

Ruby Red

Golden

Orange Juice Blend (Tropicana Pure

Premium)

Orange Pineapple + Calcium.

Orange Tangerine + Calcium.

Orange Strawberry Banana + Calcium

Orange Tangerine

Tropicana Essentials

Light 'N Healthy Calcium

Light 'N Healthy with Pulp

Fiber

Low Acid14

Healthy Heart

Healthy Kids

Immunity Defense

Chilled Juices and Juice Beverages Assorted

Orchard Style Lemonade

Cranberry

Orchard Berry

Home style Lemonade

Orchard Style Apple

Grape

Cranberry Cocktail

Refrigerated Juice Drinks

Fruit Punch

Lemonade

Berry Punch

Orangeade

Non Refrigerated Juices

100% Orange Juice

100% Apple Juice

100% Orange Juice with Calcium

100% Ruby Red Grapefruit

100% Grape Juice

100% Fruit Punch

100% Strawberry Orange

100% Pineapple Orange

Light Apple

Light Mixed Berry

Cranberry Cocktail

Grape

15

Ruby Red Grapefruit

Pineapple Orange

Tropicana Fruit Smoothies

Mixed Berry

Strawberry Banana

Tropical Fruit

Tropicana Twister

Tropical Fruit Fury

Orange Strawberry Banana Burst

Strawberry Kiwi Cyclone

Orange Cranberry Clash

Orange Citrus Spark

Cherry Raspberry Riptide

Watermelon Strawberry Swirl

Strawberry Lemonade

Raspberry Lemonade

New Cherry Berry Blast

Grape Wild Strawberry Whirl

Apple Berry Blast

White Grape Kiwi Wave

Blue Raspberry Rush

Light Strawberry Spiral

Light Lemonade Lightning

Light Berry Fusion

Tropical Punch

Peach Orchard Punch

Light Lemonade

Light Berry Blend

Light Fruit Punch

Tropicana Pure Premium Original Orange Juice contains (1.89L):

16

100% pure squeezed juice and per 25ml 110 Calories, 450mg13% Potassium, 26g9% Total

Carbohydrate, 22g Sugars, 2g Protein, 120% Vitamin C, 2% Calcium, 10% Thiamin, 4%

Riboflavin, 4% Niacin, 6% Vitamin B6, 15% Folic Acid, 6% Magnesium (Tropicana Pure

Premium Orange Juice Original).

Tropicana just not sells juice but it sells health. Consumer health is of utmost importance for

Tropicana. It launched its first Orange Juice with Fiber on December 14, 2005. Tropicana, in

its wide line and range of juices does not have juice from Pomegranate. This fruit is the best

protection for cancer and heart diseases. Producing juice from pomegranate will be

distinguishing Tropicana from its competitors. Tropicana’s concern about its consumer heath

can bring a drastic upswing in its sale.

After acquiring Tropicana in 1998, Pepsi ushered the rapid growth of Tropicana by

premiering it to consumers as a pure juice (not from concentrate). Viewed as a breakfast

staple in homes across America, Tropicana gained much brand loyalty. However, given the

large amount of competitors entering the orange juice market, primarily Simply Orange

Tropicana has experienced stagnant market share and decreased sales revenue. Blending into

the market over the years, Tropicana’s personalized varieties of orange juice and their

position as the best “pure juice” no longer remain the unique selling points. Today,

Tropicana aims to regain their territory of being the most pure and healthy orange juice in not

only the eyes of mothers, but college students as well. By focusing on college‐aged students,

Tropicana can capitalize on their juice being the healthiest choice for a health conscious

youth at a price that is also affordable. By focusing on these young men and women,

Tropicana hopes to increase its sales in the short‐term and its market share in the long term.

As college students begin to make choices and brand relationships on their own, they will

ultimately choose Tropicana as their go‐to purchase for their families in the future.

PepsiCo Inc., the parent company to Tropicana, acquired the brand in 1998 for $3.3 billion

dollars. Today, Tropicana brings in annual revenue of $814 million dollars, which contributes

directly to PepsiCo Inc.’s market share. Although PepsiCo currently has a higher market

share than The Coca‐Cola Company (in the 100% juice market), PepsiCo has seen a negative

12% change in sales, and its market share has decreased 1% from 2009. PepsiCo’s heavy 17

reliance on Tropicana in the juice market makes it imperative to focus on a new marketing

plan and to revitalize the well‐established brand. Due to PepsiCo Inc.’s large financial

investment potential, this can be accomplished with a more concentrated look at Tropicana’s

new direction. With The Coca‐Cola Company as their main competitor, PepsiCo Inc. must

focus on gaining more control over the orange juice market with Tropicana. In turn, this will

increase revenue and market share for the company.

18

BRAND ANALYSIS

Tropicana holds the top position in its product category and remains a large presence in

consumers’ minds. It is a respected household brand name and has gained strong brand

loyalty from families across the country. As shown by its wide acceptance, Tropicana’s taste

is not the issue; but rather, their dated brand communication.

Tropicana generated $814 million dollars in sales last year 2012. However, its market share

remains stagnant at 14.7% due to an unclear claim of territory and an increase in orange juice

competitors. Their broad target market leaves them at a disadvantage with impartial

customers. Tropicana recently attempted to grab the market share of health conscious

mothers by introducing the low calorie juice, Trop50. However, Trop50 received mixed

reviews due to it being a watered‐down substitute for the original Tropicana orange juice.

Attempting to gain a new territory is a move in the right direction for Tropicana, but they

were misguided in their execution.

19

CONSUMER ANALYSIS

Tropicana’s current demographical focus is primarily on middle‐aged moms looking to

increase their own health and the health of their families. Because orange juice is essentially a

commodity, brand loyalty is crucial to the revitalization of Tropicana’s sales.

Their recent struggles with the competition proves that Tropicana needs to target a new

demographic. Instead of mothers and their families, Tropicana’s focus should shift to a

virtually untapped market of orange juice consumers, college‐aged students. Targeting

consumers at an early age is the best way to build brand loyalty and maintain it over time.

The new target market will have some expendable revenue and will likely be receiving

financial support from their parents. Many college‐aged students have shifted to becoming

more health conscious and are looking to increase their overall health; in which one way is

through their daily fruit intake. They are looking for a brand of orange juice that is affordable,

100% juice (not from concentrate), and free of artificial additives. By gaining the loyalty of

college‐aged students, Tropicana will hopefully be remembered down the road when these

students stock the fridge for their own households and/or families.

20

COMPETITOR ANALYSIS

Currently, orange juice is the most purchased juice among consumers. Gaining control of the

orange juice market is now that much more necessary due to its important standing. Although

many competitors are in the race to lead the orange juice market, Tropicana’s main focus

should be on the quickly gaining company Simply Orange. From 2011 to 2012, Simply

Orange saw a 10.1% increase in sales (from $387 million to $426 million) and a 1.1%

increase in market share. In stores, Simply Orange is priced higher than Tropicana ($4.75

versus $4.29) and the quantities differ by five fluid ounces (64 fl. oz. for Tropicana and 59 fl.

oz. for simply). However, although Tropicana has excellent brand equity, consumers are

drawn to Simply Orange’s clear bottles and pure taste. Simply is at a stage in saying “I’m

here” while Tropicana needs to show consumers “We’re here, but we’ve changed”. Seeing as

though Simply Orange was founded in 2001, Tropicana must recognize them as the number

one threat/competitor in the race to control the orange juice market. With Simply Orange

growing rapidly, it is expected that their control of the market will continue to increase.

21

MARKETING ACTIVITIES

Marketing also occupies a great space in Tropicana’s success. Everyone remembers their

TV commercials:

“Fruit farmer gives fresh orange juice to a woman who tries to find orange juice on

the supermarket’s shelf” This commercial gives impression to consumer that Tropicana’s

juices are always fresh.

Latest Tropicana’s TV commercial which states that “Have a Tropicana Morning” is very

successful and conveys very smart message that consumers should have Tropicana juice

every morning at breakfast (Tropicana Ads and Promotion). Newspapers, magazines and

other advertisements of Tropicana’s products contain similar messages about Heath,

Freshness, 100% juice and Tastes.

Another good marketing strategy is the Tropicana’s Field stadium from St. Petersburg Florida

host baseball games, concerts and other sporting events. It has about 45360 seats. This giant

stadium has entertainment center, shopping plaza, food cord and lots of Tropicana products

offered for sale (Tropicana Sponsorship).

Market and External Environmental Analysis

Different Types of market

• Commodity markets

• Consumer markets

• Capital and good’s markets

• Industrial markets

• Service markets

Type of market for our product: Consumer’s Market

Type of product: Fast moving consumer goods.

22

MARKETING STRATEGIES

Tropicana will diversify their market by producing pomegranate juice.

Pomegranate juice reduces the formation of fatty deposit on artery walls. It helps to reduce

heart attack and stroke. The combination of vitamins in pomegranate juice is higher than any

other natural juices.

Target Market

Primary

ADULTS:

Between 25 to 50 years old age Professionals and parents

• Becoming more concern about their heath

• Preferred organic juices

• Chosen rich nutrition than better taste

• Concern about price and quality

HEALTY CONSCIOUS:

Between 18 to up year’s old age; Health professionals and people who are conscious or want

to improve their health.

• Find solution for health problem

• Heart, cancer, hardening of the arteries and related diseases

• Influence by the fact and scientific research

• Want to live longer

• Don’t care about price

• Concern quality minerals

• Brand image is important

Secondary

YOUTH:

Between 14 to 25 years old.

• Likes to drink cool stuff

• Preference depended on fashion

• Drink for style

• Purchase cheep drink

23

• Easily influence by TV, magazine and online advertisement

SWOT ANALYSIS

STRENGTHS

1. Fresh

2. Energetic

3. High on minerals

4. Attractive packaging

5. Reasonable price

6. Brand Equity

7. Health conscious image

8. Antioxidant

WEAKNESSESS

1. New Flavor

2. Acceptance by a Target Audience

OPPORTUNITIES

1. One major competitor in the market, Real fruit juice.

2. Distribution of Tropicana’s some of products are weak; Only in selected stores.

3. Aggressive ongoing research and development for Tropicana fruit juice.

THREATS

1. Established image of Tropicana in the market

2. Less availability of some products of Tropicana fruits in India.

RECOMMENDATIONS

Target Market:

College‐aged students who live a fast paced lifestyle and need a healthy alternative to stay

revitalized throughout the day.

24

Marketing Goal:

Increasing sales, as well as market share, by developing and leading a new niche market of

college aged students.

Marketing Objective:

Develop and market a new package for the juice that is small, convenient, and affordable.

Communication Goal:

Make students aware that Tropicana is the go‐to juice when it comes to revitalizing

themselves on the go.

Communication Objective:

Convince consumers that energy drinks are an expensive, unhealthy approach to making it

through their day. Drinking Tropicana will not only save them money but also be better for

their body and their day.

25

Client/Brand

Pepsi Co. /Tropicana

Type of Campaign

Print/T.V./Online/Promotions (give away, sponsored events)

• What are we trying to achieve with this campaign?

• We want to target a new territory in the orange juice market by increasing awareness

of the natural energy provided by the natural ingredients in Tropicana.

• We also want to market the single serving juice containers as portable, convenient,

and a healthy way to revitalize the consumer. Finally, we would like to increase sales

by targeting young adults, as well as build brand loyalty in the new demographic

(college students).

Who are we targeting?

Currently, the typical target market for Tropicana is a health conscious, middle‐aged mother

looking to provide a healthy beverage for her family. However, due to a stagnant market

share, we need to focus on a different demographic. In this campaign we will set aside the

primary market and target an untapped demographic of young adults ages 18‐25. These

young adults, both male and female, are constantly on the go and busy. They are health

conscious; yet, rely heavily on synthetic energy drinks. Tropicana fits well with this market

because college‐aged students usually do not have time for a sit down breakfast and choose to

grab something as they leave in the morning. With a desire to increase their daily fruit intake,

these students are looking for a convenient way to do so.

We appeal to college students who appreciate a high quality orange juice at a minimal cost,

and these students enjoy the classic style of Tropicana as well as our commitment to 100%

juice.

What is our key insight about market?

Our key insight is that college students live a hectic and fast paced life due to the energy

drinks and/or the other supplemental energy products they consume. Energy drinks, although

helpful at times, can take away from revitalization as the day goes on. Orange juice is the

healthy and alternative way to revitalize your body and stay fresh all day.

26

What is the single most important consumer take away?

Our most important takeaway is that this market wants a portable way to revitalize in a

healthy and affordable way.

How will this ad make them think/feel?

The campaign should make the viewer see orange juice as a necessity for a healthy lifestyle.

They should crave orange juice after viewing the campaign through various platforms. They

should feel that regular consumption of Tropicana orange juice would keep them active, alert,

and ahead of the game. They should start to rethink using harmful, synthetic produced energy

drinks as pick me ups and start seeing orange juice as a healthy alternative.

Why will they believe it?

Studies have shown that young adults are becoming increasingly health conscious however,

young adults lead some of the most fast paced busy schedules of any other demographic.

Young adults will find some form of consumable energy source to suit their energy needs.

Our campaign will show young adults that Tropicana orange juice can take the place of these

less than healthy alternatives. In our interviews, the majority of our subjects claimed that they

enjoy a glass of orange juice with breakfast but usually just grab something on the go. By

focusing on the single serving juice containers, consumers can grab a bagel or muffin along

with their orange juice on the way out the door.

Tone of the campaign

Bold, fast paced, youthful, intelligent, informative, witty, fun, exciting.

Mandatory elements

Do not use the term energy drink, instead use the term revitalize.

The campaign must be centered on the single serving container and its portability.

New, sleek packaging of the portable containers

27

REAL FRUIT JUICE

With an annual consumption of more than 300 million liters (Source: Tetrapak India Study),

fruit juice is not an alien concept for the Indian market. However, a very large part of the

Indian consumer today feels alienated when fruit juice is packaged. Perhaps, that is why

packaged juice accounts for only between 15% and 20% of the total juice consumption in

India. Compared to the West, packaged fruit juice penetration, at just 8%, is still very low

(Source: NRS 2010). Symbolized by the orange fruit, packaged juices and nectars are driven

by fresh juice made at home and popularized by the street-side juice vendor. Dabur Foods

Limited (DFL) has always taken an uncompromising stand on these consumer barriers and

has consistently been thinking out of the box for the last nine years, with a resolve to innovate

and evolve new products.

The Real concept of sweetened juices grew from the insight that Indian consumers preferred

juice sweetened – not bitter as is commonly available in the West. Real innovated variants

like Litchi and Guava and also introduced the latest packaging technologies in the Indian

market. These innovations, driven through Real and its sub-brands, have become accepted

paradigms for the industry. Innovations, coupled with rising affluence and the just- arrived

consuming class have injected new life into this Rs. 300 crore (US$ 66.7 million) market –

today growing at 40% per annum.

ACHIEVEMENTS

With an innovative range Real has driven the growth of the packaged fruit juice market in

India. Along with its sub-brands, Real commands a market share of more than 50% in the

packaged juices and nectars market (Source: ACNielsen, December 2005), achieving for

itself a position of an undoubted category leader. The most important achievement of Real

has been introducing the taste dimension into a category traditionally driven by health and

do- good properties. With Real, DFL was also able to segment the market early, thus

effectively creating a differentiated niche in the no-added sugar juice category with its sub-

brand, Real-Active. The success of this variant was demonstrated in numbers, when Real-

Active garnered two-thirds share in the no-added sugar juice category within six months of its

28

re-launch in 2005 (Source: Tetrapak India). Today, Real and its sub-brands retail across

100,000 retail outlets and 4000 food-services accounts, selling approximately 4.5 million

packs every month to more than one million consumers. Testimony to Real’s achievements

has come from various quarters. While a host of brands – domestic and international – have

entered this high growth market in the last few years, Real continues to be the brand

consumers trust the most. In this context, Real won the Platinum award in the 9th Reader's

Digest Trusted Brands.

A Platinum award means that Real achieved a rating score of more than three times its

nearest competitor. Since 2002, Real has been consistently winning the award for the Highest

Sales Growth achieved by a brand in a non-dairy product category, at the National Dairy and

Beverage seminar - Innovation for Growth – organized by Tetrapak.

HISTORY

The introduction of Real fruit juices and nectars was triggered by a personal unmet need of

Amit Burman, the CEO of DFL who, on returning to India after working in the US, found the

absence of packaged fruit juices frustrating. Traditionally, drinking fruit juices in urban India

has been a social indulgence or consumed for seeking health benefits. DFL foresaw the

imminent inflection point in this consumer behaviour, glimpses of which were already being

witnessed in rapid urbanisation, growth in income and lifestyle changes. Also Dabur was in

an ideal position to grow on the potential of the processed foods category. Its understanding

of the Indian consumer, experience in managing natural foods and expertise in creating and

marketing successful consumer brands was a rare mix that gave it a cutting edge.

Acknowledging these positive indicators, DFL introduced the Réal range in 1996 as India’s

first completely natural, healthy, packaged fruit juice with no preservatives. The value add-

ons revolved around several factors – ready availability of great tasting, natural, preservative-

free juices in a range of fruit variants, availability in all seasons; convenience of open-pour-

and- drink packaging; complete hygiene; and a healthy beverage option that gave consumers

more choice. Recognizing the trend that an increasing number of Indians were eating out,

DFL also identified the institutional opportunity much earlier. In fact as early as 1998, Dabur

became the first fruit juice company to set up a separate food services division to cater to the

institutional segment. This division also partners and develops customized solutions for

hotels, airlines, restaurants, caterers and hospitals. However, the road to success for Réal was 29

not a smooth one. It had to understand the very special Indian nuance of adding sugar to fruit

juice extracted at home. The second learning was the fact that Indian consumers believe that

packaged juices are inferior and become stale over time and that chemicals are added to

extend shelf-life. Dabur invested considerably in convincing consumers that Real fruit juice

was natural, preservative- free, healthy and convenient. But perhaps, the biggest challenge

was developing a food-sensitive warehouse-management training programme at all levels of

the channel to ensure that the freshest product reached the market.

PRODUCT

Targeted at the family, Real offers the largest range of fruit variety in its juice and nectar

range. It has consistently innovated to re-define and strengthen its position in the Indian

market. Real not only offers the most basic and generic-to-category variants like Orange and

Mango, but also an assortment of varieties like Pineapple, Mixed Fruit, Grape, Tomato and

fruit nectars like Guava and Litchi. On the more exotic side, Real also has Cranberry nectar.

Research conducted by Blackstone Market Facts found that Real was preferred by over 50%

of the respondents. Réal was liked for being the better tasting juice – a category where

likeability is primarily driven by taste. Ensuring that batch after batch of the right taste is

delivered to the end consumer; DFL has instituted an internal taste panel, which evaluates

every new product before it is sent out for product test or test marketing. DFL also

recognized very early that packaging was the cornerstone of innovation in this category. This

was even more critical in today’s environment where packaging has become so integral to the

whole product experience and marketing communication. DFL was the first company to

introduce cap on-pack. This enabled consumers the flexibility of re-use even as the cap

helped retain freshness. Real uses the Tetrapak spin cap, cold fill technology and spill-proof

double seal cap for packaging. This technology protects the juice and keeps it fresh longer.

The spin cap also makes it convenient to pour the juice without spillage. In introducing Real-

Active, Dabur became the first juice brand in India to offer the Tetra Prisma packaging

format, which is easy-to-open and has better pouring control.

30

RECENT DEVELOPMENTS

In recent times, Real’s single most important endeavour has been to drive relevance through

segmentation and widen brand appeal. With a view to attract consumers of fruit drinks into

Real’s portfolio, Real Mango Twist was launched in 2005. Mango Twist is a unique blend of

mango nectar with other fruit juices. It is available in two variants – Mango Orange and

Mango Papaya. In the no-added sugar category, Real-Active offers a range of healthy fruit

variants like Orange and Apple and fruit-vegetable blend juices such as Orange-Carrot,

Mixed Fruit-Beetroot-Carrot and Mixed Fruit-Cucumber-Spinach. Coolers, a range of

summer fruit drinks is an occasion-led variant of Real which offers variants made from fruits

known for their cooling properties. It is currently available in four variants – Aampanna,

Watermelon-Mint, Lemon-Barley and Rose-Litchi.

PROMOTION

At DFL, the belief is that brand equity can be developed by promotions that are strategic. The

advertising campaign for Real communicates the key brand benefit of ‘As good as eating a

fruit’. While the family consumes the brand, the child is always at the centre of any

communication. Besides the mainline communication, Real has also accomplished some

innovative consumer promotions. Real Taste Challenge, for instance, was an interesting way

to communicate the core benefits of Real and reinforce the brand’s core position. It involved

asking consumers to identify the fruit by tasting the juice. When consumers guessed

correctly, they were offered a trial discount on purchase of a one-liter Real juice pack. The

‘Real Fruit ka Juice’ offer was an innovative national promotion in which consumers were

invited to contribute fresh fruit in exchange for a pack of Real. The fruits collected at various

centers were donated to local NGOs working for the cause of underprivileged children. With

Real, DFL is also actively involved in conducting consumer education programmes to

promote nutritional awareness. These programes are conducted at various levels – schools,

doctors, nutritionists and corporate. In schools, the communication is centered on the concept

of Power of 5, which conveys the importance of a well balanced, nutritious packed lunch for

school kids. The doctors and nutritionists' program is focused around the role of a septic

technology in fruit juices, the benefits of packaged juices and about nutrition and safety. The 31

corporate program, on the other hand, addresses the role of fruit juices in building a healthy

lifestyle and importance of a nutritious diet in disease prevention. One of the biggest assets

for Real has been its teams’ ability to effectively use innovative merchandising opportunities

and promotions at a local level – for example, merchandising Real at fruit kiosks – to draw

out the association with fruits strongly and communicate the key brand benefit of ‘As good as

eating a fruit’.

BRAND VALUES

A housewife has succinctly put the essence of Real during a focus group session – “Real

naam se hee lagta hai real juice hoga.” In the consumers’ mind, Real stands for authentic fruit

juice, which defines the standard of taste and quality. As a brand, Real radiates originality; it

offers the most novel products, fruit variants and a taste that the consumer is familiar with.

The core essence of the brand is Original Goodness tangibly displayed by delivering healthy

juices through tasty fruit variants.

PARTICIPATIVE LEADERSHIP:

Right from our interactions in the market, our Business Planning and our Brand launches, to

our Employee Engagement Programs, our Values Agenda, and employee processes, every

system is available for continuous improvement. A learning atmosphere, enabled by our

Manifesto for Growth, helps us seek and replicate the learning’s from within and outside our

organization. Our

Engagement programs enable us to examine, validate and improve ourselves, constantly. Our

colleagues involve themselves in our opportunities for participative leadership volunteering

for work groups that assist decision-making in critical processes.

32

OPERATIONAL DEFINITIONS:

Retailer:

Retailer is a person or business who sells products to the public.

Brand:

Brand refers to the identification of the product given by the manufacturer.

Brand Loyalty:

Brand loyalty refers to the continuous and repeated purchase of a particular brand without

any wavering purchase pattern.

Respondent:

Respondent is a person who is being interviewed for the purpose of conducting the study.

Market share:

The amount that a company sells of its products or services compared with other companies

selling the same things

Promotional Activities:

Promotional activities include advertising, personal selling, sales promotion, and publicity,

which have their own characteristics and cost but have common objectives of achieving high

sales by creating awareness.

Incentives:

Offer of an article at frees of cost or less price of the market can be termed as incentives.

Interviewee:

A person who is answerable to the interviewer of the proposed questions.

33

Interviewer:

A person who carries an investigation for the purpose of achieving the objectives of the

project.

Sample:

The selection of set of people from the total population for the purpose of carrying on the

investigation.

Survey:

It refers to the questionnaire administered to the subject who is identified from the population

with the help of probability or non-probability sampling.

Questionnaire:

It refers to the set of questions that are framed to be answered by the respondents for the

purpose of achieving the research objectives. In questionnaires there are two types structured

and unstructured. There are four types of questions in a questionnaire on open ended

questions, closed ended questions, disguised and interrogative questions.

Brand awareness:

Knowing brand; knowing that particular brand exists and is important; being interested in

particular brand: brand awareness refers to the consumer awareness of the particular brand.

Brand Name:

Name given to a product by the company that produces it, Brand name is nothing but the

name and value of the brand.

34

CHAPTER-2

LITERATURE REVIEW

LITERATURE REVIEW35

Today there is an increasing demand for healthy and nutritional products as a consequence of

consumers being better educated and more demanding; which leads to a need for new

products and a more differentiated food product assortment (Linnerman et al., 1999). In

fact, consumers want high quality products that also deliver specific benefits in terms of

health, safety and environmental quality (Van der Heuvel et al., 2007).

How consumers perceive product attributes is a critical aspect in the food choice process

(Kupiec and Revell, 2001). Several studies have been conducted to examine how consumers

evaluate different product attributes in numerous food products. Health, nutrition, taste, price,

convenience are some of the criteria consumers use to determine which product is more

attractive (Bech-Larsem et al., 1999). Consumer’s face many trade-offs in their food

choices, for example between nutrition and price, nutrition and convenience (Blaylock et al.,

1999).

Producers need to study the consumer behavior and consumer perception towards their

products and services offered by them to the public, so it is necessary for them to conduct the

market study about their products which help them to design their marketing mix.

In order to reach consumers needs and be successful in the market, producers should try to

understand the sensory and packaging characteristics of a food product (Munrray and

Delahunty, 2000). Consumers usually don’t choose the attributes one at a time; instead they

choose the group of attributes that provide them the greatest utility.

More recently, Laboissiere et al. (2007), employed conjoint analysis to determine the effect

of marketing study on consumer expected liking and purchase intention of passion fruit juice.

One hundred and twenty consumers evaluated twelve prototypes for expected liking and

purchase intention. The results suggested that information about benefits of processing

technologies such as high hydrostatic pressure presented on the package played an important

role on consumer intention to purchase.

The literature review suggests that determining which type of marketing study attributes are

most significant to the consumer is essential before launching a product. In the case of 100%

fruit juices, packaging and labeling can predispose the consumer to buy the product. Features

such as package and nutritional claims play a fundamental role on the purchasing decision.

Information about the content and benefits for the consumer should be highlighted on the

package. In order to get an advantage in this competitive market, producers should try to

involve consumers in the creation of the products before actually introducing it into the 36

market. Several studies have been carried out regarding package and label of fruit juice;

however, few have examined the effect of lifestyle segmentation which incorporates

consumer behavior and opinions about 100% fruit juices packages, to identified

homogeneous consumer segments sharing similar patterns of social behavior.

C.K Prahalad and Kenneth Lieberthal (2003) in their article “The end of corporate

imperialism” have felt that western multinational companies could have done better by

understanding the distinctive environment of emerging countries like India and China. They

argued that these firms have been imposing concepts, products, ideas developed for their

home country in foreign markets. They charged that these multinational firms could have

targeted a smaller segment of relatively affluent customers who are at par with western

consumers in terms of purchasing power and lifestyle.

The Marketing mix of any company presented as value proposition to consumers plays an

important role in its performance. The mix needs to be strategic, dynamic, and sensitive to the

changed taste and preferences of consumers. This in turn is in response to demographical,

geographical, and psychological factors, as well as government regulations and other global

market forces.

In the global marketplace that sees severe competition, it is very important for the companies

to offer great variety (portfolio) of products with high quality, and which are produced cost

effectively. In the process global firms should be able to improve the relationship they build

with all the stake holders, resulting in sustainable growth with better financial performance

and enhanced brand equity.

37

CHAPTER-3

RESEARCH METHODOLOGY

RESEARCH DESIGN

38

Research Design refers to "framework or plan for a study that guides the collection and

analysis of data". A typical research design of a company basically tries to resolve the

following issues:

a) Determining Data Collection Design

b) Determining Data Methods

c) Determining Data Sources

d) Determining Primary Data Collection Methods

e) Developing Questionnaires

f) Determining Sampling Plan

(1) Explorative Research Design:

Explorative studies are undertaken with a view to know more about the problem. These

studies help in a proper definition of the problem, and development of specific hypothesis is

to be tested later by more conclusive research designs. Its basic purpose is to identify factors

underlying a problem and to determine which one of them need to be further researched by

using rigorous conclusive research designs.

(2) Conclusive Research Design:

Conclusive Research Studies are more formal in nature and are conducted with a view to

eliciting more precise information for purpose of making marketing decisions.

These studies can be either:

a) Descriptive or

b) Experimental

Once the problem is identified, the next step is the research design. Research design is the

basic framework of rest of the study. A research design specifies the methods and procedures

for conducting particular study.

In this project we are following descriptive research design.

39

Source of Data:

There are two types of data:

1. Primary data

2. Secondary data

Primary Data:

The primary data is fresh information collected for a specified study. The primary data can be

gathered by observational, experimentation and survey method. Here the entire scheme of

plan starts with the definition of various terms used, units to be employed, and type of

enquiry to be conducted, extent of accuracy aimed etc.

The methods commonly used for the collection of primary data are:

1. Direct personal investigation, where the data is collected by the investigator from

the sources concerned.

2. Indirect oral interviews, where the interview is conducted directly or indirectly

concerned with subject matter of the enquiry.

3. Information received through local agencies, which are appointed by the investigator.

4. Mailed questionnaire method, here the method consists in Preparing a questionnaire

(a list of questions relating to the field of enquiry and providing space for the

answers to be filled by the respondents.), which is mailed to the respondents with a

request for quick response within the specified time.

In this project mailed questionnaire method is used to collect the primary data.

Secondary Data:

The secondary data refers to data, which already exists.

The secondary data collect from internal records, business magazines, company websites and

Newspapers.

40

Research instruments:

For the collection of primary data a structured questionnaire was prepared covering various

aspects of the study.

The questionnaire contains closed-ended and dichotomous questions.

Sampling Procedure:

It is a procedure required from defining a population to the actual selection of the sample.

Introduction:

The precision and accuracy of the survey results are affected by the manner in which the

sample has been chosen.

Sample:

A part of a population, which is provided by some process on other, usually by deliberated

selection with the object of investigating the properties of the parent population set.

Non probability sampling method is in deterministic method where the sample size in

numerous and can’t be determined. So for our convenience we take convenience-sampling

method where all the population in sample is given equal opportunity.

Sampling Method: - Convenience sampling method.

DATACOLLECTION TECHNIQUES

Weighted Arithmetic Mean:

41

Weighted Arithmetic Mean is based on the assumption that all the items in the distribution

are of equal importance. Here the weights are attached to each item being proportional to the

importance of the item in the distribution.

Let W1, W2, W3, Wn be the weights attached to variable values X1, X2, X3…, Xn

respectively then weighted arithmetic means X is given by ΣWX/ΣW where W1, W2… Wn

are the respective weights of X1, X2, Xn.

1. Population: Retailers of the Tropicana and real fruit juice.

2. Source of data: The two important sources of data are the primary data and secondary data. The primary

data is collected through survey method with the help of questionnaire and personal

interview.

The secondary data is been collected from consumer attitude books.

3. The information is collected through survey done.

4. Sample unit:

The sample unit consists of retailers and users.

5. Sample size:

The sample size is 120 respondents.

6. The sample taken for the study caters to upper class and middle class of the society.

7. Sample method:

The sample method used is non-probability. In non-probability sampling the chance of

any particulars unit in the population being selected unknow

Procedure:

The procedure used for sampling is convenient sampling in this method the sample unit

is chosen primarily on the basics of the convenience to the investigator.

8. The survey consists of structured questionnaire.

9. The questionnaire consists of both open and closed-ended questions

SCOPE FOR THE STUDY

This report provides a perspective of the Soft drink sector by examining the current industry

status and size, key market dynamics, and scope for growth in the future. By focusing on key

42

emerging trends, fundamental growth drivers, and noteworthy challenges in the industry, it

presents the outlook for the Indian soft drink industry juice market based on a demand-side as

well as supply-side approach, along with projections for some of the key sub-segments within

the soft drink market. Further, the report includes detailed profiles of the dominant private

companies operating in the retail sector such as Tropicana and Real fruit juice.

The purpose of the study was to make the comparative analysis of Tropicana and Dabur real

fruit juice companies in India and to study in detail about their market share and marketing

strategies. As far as the Indian companies are concerned, their corporate headquarters were

contacted either by phone or email. The researcher visited retail stores of the selected

companies in different parts of India and interacted with the store staff. Major part of work

was carried out from Chandigarh, Panchkula and zirakpur and some parts of Mohali.

OBJECTIVE OF THE STUDY

• To know the retailers perception on fruit juices in tetra pack.

• To know the brand image among fruit drinks.

43

• To know the retailers satisfaction levels towards Tropicana and Real fruit juice.

• To study the customer preferences and choice in various juice brands

• To identify the problems of distribution.

• To analyze the sales of competitors products in various outlets.

• To know the most preferred size and quantity in juice brands by retail outlets.

• To know the strategies adopted by the two to analyze the market share.

• To analyze the marketing strategies of their competitors.

NEED FOR STUDY

As retailer, each of has a vast number of perceptions toward products, toward services,

toward company or industry, etc. It is difficult to imagine in any research project that

does not include the measurement of some aspects of retailer’s s perceptions. The size

44

of the market is vast and constantly expanding, thus resulting in a vast number of

competitors entering the market. Billions of dollars were being spent on goods

and services by tens of millions of people. The growth of the retailer’s movements

created urgent need to understand how competitors form strategies and capture

the market share and take strategic decisions. For example, in order to discover how

retailers respond to the promotional offer, advertisement and distribution or service.

(E.g. promotional appeals, package labels, warranties, discounts, etc.). The study of

retailer’s perception and market share would provide the company with necessary

insights to develop the product, its pricing strategy, and to design persuasive

promotional strategy, distribution system and develop defensive strategies and

elimination strategies to remove the competitor’s product from the market or some

promotional strategies to increase the market share of particular products and brands.

It would also support the organization to analyze its drawbacks in its various strategies

and to take corrective action to remain as market leaders. The study will also reveal

the different aspects of retailer’s perception regarding price, quality, range, availability,

and advertisements of the products. The need for the study is very essential as the

competition in the soft drink and water segment is ever increasing. Competitors are

mainly struggling to shutdown the market by capturing its market share. The competitors

are coming up with sales promotion and incentives to compete with this Maaza.

LIMITATIONS

A few limitations and constraints came in way of conducting the present study, under which

the researcher had to work are as follows:

45

Although all attempts were made to make this an objective study, biases on the part of

respondents might have resulted in some subjectivity.

Though, no effort was spared to make the study most accurate and useful, the “sample

Size” selected for the same may not be the true representative of the customer

community, resulting in biased results.

This being my maiden experience there is possibility of errors and mistakes.

The kept at the disposal was very short to peep into this vast subject.

46

CHAPTER-4

DATA ANALYSIS and FINIDINGS

DATA ANALYSIS AND FINDINGS

1) Which brand sales are more in the juice segment in your retail out let?

Brands responses Sales In%(2012) Sales In %(2011)Maaza 75 63Fruity 24 20Slice 6 5

47

Appy 15 12

Statistics:

From the above table 63% of the retailers are selling Maaza brand, and 24% of fruity and 5 %

of slice and 12% of Appy are being sold in the 120 retail outlets on the average

Inference:

From the above table we can see Maaza brand has highest brand loyalty and sales. i.e., 63% of the retailers have no problem in selling Maaza brand.

2) Which size is mostly preferred in fruit drinks?

Size And Type In %RGB 60Tetra 15Pet Bottles 25

48

Statistics:

In the above table 60% of the retailers Prefer RGB Size, 15 % of Tetra Packing and 25 % of

Pet bottles in Maaza brand are preferred by the retailers

Inference:

From the above table we can see that RGB is the highest preferred brand by most of the

retailers

3) What are the criteria’s effective on the fruit juice buying decision?

Criteria’s Buying decision (%)Price 37.6Brand 52.2Availability 5.9Packaging 4.3

49

Interpretation:

Upon evaluating the criteria’s of buying fruit juice, it can be said that 52.2% of the consumer

population gave the highest importance to the brand of the fruit juice. The second important

criteria were the price with the rate of 37.6% in the decision. On the other hand, the rate of

accessibility of the product was 5.9% and the package facilities were effective on the

preference of the consumers with the rate of 4.3%.

04) Number of product lines and market share of Tropicana and Real fruit juice?

Tropicana Dabur Real

50

No of product lines 8 4

Market share in (%) 38 52

Interpretation:

Upon evaluating these two categories, the number of product line and the share of market

grabbed by these products show that the Tropicana is dealing in the market with variety to

undertake the market and to control and increase the sales. But the Dabur real overtakes the

larger share of market with less number of product line and it shows the demand of the

product in the market and the efforts performed by the company.

5) Table showing the figures in years about the selling of Tropicana and Dabur real by the retailers?

Time Tropicana Dabur RealFrom 6months 28 9From 1year 14 16

51

From 2years 35 33Above 2years 23 42

Tropicana

Dabur Real

Statistics:In the above table 42% of the retailers are selling Real brand from more than 2 years, and 33% from 2years and 16% from 1 year, and 9% from 6 months. And 23% of the retailers are selling Tropicana brands from more than 2 years, and 35% from 2 years and 14% from 1year and 28% are just from 6months. Inference:From the above statistics we can see that Dabur real brand addiction and brand loyalty. i.e., 42% of the retailers have long association in selling the Real brand. And the Tropicana products new to the Indian market but fully developed in the western markets.

6) Which type of fruit juice you are aware mostly?

A) Tropicana B) Real C) Others

52

Tropicana Real Others Total

No of respondents 40 35 25 100

Percentage 40% 35% 25% 100%

No of respondents

Interpretation:

In this study the 40% respondents are aware about Tropicana fruit juice and 35% are aware

about Dabur Real and rest25% of the respondents is aware about the other brands. Maximum

respondents are aware about the Tropicana juice so Tropicana have a good awareness in

Tri-city.

07) Through which medium you came to know about your preferred fruit drink?

A) Hording and Banners B) Newspaper and Magazines.

B) TV and Radios D) Any other.

53

H.& Banners N.& magazines TV & Radios Any other TotalNo. of respondents 30 35 25 15 100Percentage 30 35 25 15 100

No. of respondents

Interpretation:

35% respondents know their fruit juice drink through news and magazine and 30%

respondents have knowledge through hording and banners so I found that distributor

had capture on hording and banners and news and magazines for attracting the customers

in Tri- city.

08) What are the parameters that you are taking into the consideration while selecting the fruit juice brand?

A) Goodwill B) Service

B) Cost D) Demand

54

Goodwill Service Cost Demand TotalNo. of respondents

10 15 30 45 100

Percentage 10 15 30 45 100

Interpretation:

The above statistics shows that the 45% of the respondents considered demand factor to

select fruit juice brand 30% are consider to cost, somewhat consider to goodwill and service.

So it shows that the maximum share is taken by the cost and demand and retailers preferred

cost and demand, because fruit juices are the fast moving consumer goods so demand and

price affects more.

09) How do you rate about the service getting currently from Tropicana and Real?

Tropicana A) Very poor B) Poor C) Good D) Excellent

Real A) Very poor B) Poor C) Good D) Excellent

Tropicana

55

No. of respondents

Very poor Poor Good Excellent TotalTropicana 15 20 55 10 100Real 12 22 62 4 100

No. of respondents

Interpretation:

According to these statistics 62% retailers has given good rate for real juice service and

55% for Tropicana. But retailers’ rate poor and very poor choice is also Real fruit

juice instead of Tropicana. Then I find that the Tropicana is good in their service and

its rate is also good.

56

CHAPTER-5

FINDINGS & SUGGESTIONS

FINDINGS

By doing this study we come to the conclusion that most of the retailers sell

both Tropicana and Real fruit juices.

According to the study both the companies are well established in the soft drink

industries.

57

A few retailers are not satisfied with the distribution of Dabur Real.

According to the study both the Tropicana and Real brands are global brands

but the Tropicana holds up the major share of the market with its more than 50

products.

According to the study Tropicana and Real holds good brand image, brand

awareness and average market share in fruit drink category from the study we

can conclude that retailers are showing interest to stock and sell fruit juices but

the companies has to improve its margin, distribution, promotional strategies,

brand building, brand awareness and brand image for some of the products to

improve the its market share.

By this study we can say that Tropicana holds around 60% of the market share

in fruit drink segment and the Real fruit juice holds around 30%.

Real fruit Juice should concentrate on distribution of the brand.

According to the study the retailers want promotional offers to promote and

increase the market share of tetra packs.

SUGGESTIONS

The company should improve the existing sales promotion scheme and introduce new

and attractive ones.

The company should try to concentrate on advertising and should try to increasing the

awareness among consumer build brand image through it.

58

The company should improve the design, style and packaging because retailers are

looking at the physical structure of the products.

The company should concentrate on the quality, service.

Company should concentrate on the distribution of the product.

Real should concentrate on the pull strategy rather than push strategy.

Tropicana and Real should increase the banners and hoardings outside the public

areas.

The company should also introduce more new flavors.

59

CHAPTER-6

CONSLUSION

CONCLUSION

In the present competitive world the success of the company depends on satisfying the

customers as well as channel members.

This is the area of retail business and to win the race and be on the top companies are

outperforming by spending more on trade promotions. The channel members play a key role

in increasing the sales of FMCG products. So the company has to pay more attention on

distribution, promotion and availability of brand to win sales in the market.

The study concludes that the Tropicana and the Real fruit juice have to strengthen its product

line by introducing new flavors and new sizes. It also has to increase the stock holding and

60

availability of their brands through motivating channel members by offering attractive

schemes and incentives.

BIBLOGRAPHY

Principles of Marketing Philip Kotler

Marketing Research G.C.Berry

Marketing Management Kotler

www.coca-colaindia.com

www.students3k.com

www.coca-cola.com

Hays, Constance L."PepsiCo to Pay $3.3 Billion For Tropicana ‐ NYTimes.com."

61

The New York Times Breaking News, World News & Multimedia. 21 July 1998. Web. 06

Apr. 2011.

http://query.nytimes.com/gst/fullpage.html?res=9805E1D71130F932A15754C0A96E958260

"Juice and Juice Drinks: The Market ‐ US ‐ February 2011." Mintel. Feb. 2011.

Web.

"Tropicana | Facebook." Tropicana. Web. Mar. 2011.

http://www.facebook.com/Tropicana

www.Tropicana.com

QUESTIONNAIRE

QUESTIONNAIRE FOR CONSUMERS

To know consumer satisfaction towards Tropicana and Real fruit juice brands in Tri-city.

Date: Q. No. 12

Centre: Chandigarh Tri-city

Dear sir/madam

62

I am doing a brief survey to find out about consumer satisfaction toward Tropicana and Real

fruit juice brand in Chandigarh Tri-city as a part of my research report. So I am requesting

you to kindly cooperate with me in filling the questionnaire. I am assuring you that the

information provided by you will be only used for the academic purpose.

Name:____________________ Contact No.__________________

Address:___________________ Qualification:________________

1. Gender of the respondents?

A) Male B) female

2. Your age group?

A) Below 18 B) 18-25 C) Above 25

3. Which type of fruit juice brand you are aware mostly?

A) Tropicana B) Real C) Any other

4. Through which medium you come to know about you preferred fruit drink?

A) Hording & banners B) News & magazines

C) TV & Radios D) Any other

5. For whom do you buy fruit drink?

A) Myself B) Family

C) Children D) Social occasion6. What quantity do you usually prefer to buy?

A) 200-250ml B) 300ml C) 500ml D) 1lt

7. Rank the following drinks at the scale 1-5 you like most?

A) Tropicana B) Real C) Slice

D) Appy E) Frooti F) Mangola

G) Pulpy orange H) Twister I) Other

8. Which of the following points satisfy you most?Tropicana Real

I. No. of flavors63

II. Price III. Nutrition valueIV. Taste V. Availability and convenience

VI. Discount & promotional scheme

9. Which is your most preferred channel for purchasing fruit drinks?

A) Retail store/Grocery store B) Super market/Hypermarket

C) Cine plexus D) Pan shop/kiosk

E) Restaurant F) Travel

10. Does advertizing and promotion influence your purchasing decision?

A) Yes B) No

11. How do you rate about the fruit drink brand?

Tropicana A) Very poor B) Poor C) Good D) Excellent

Real A) Very poor B) Poor C) Good D) Excellent

12. Do you want any improvement in the Tropicana fruit juice on the basis of following parameters?(Tick any)

A) Price B) No. of flavors C) Taste D) Availability

64